Read the "Targetinternet.com" case study on pages 34 to 36 in the textbook. When reading the case study, prepare answers for the following questions: 1. How does their multichannel execution of content-based marketing help improve their digital branding? 2. Map out a likely user journey of someone who discovered Targetinternet.com on social media through to a sale by thinking of all the touchpoints a consumer would interact with and map them out using the following stages: Awareness -> Consideration -> Intent -> Decision 3. How does Targetinternet.com's value proposition align with their business objectives? This case study is not for marks but will be reviewed. However, by completing this case study you'll be exercising your comprehension of the module you've just completed. The case sty will help you in applying the concept of understanding the different stages of the user journey and how to apply digital branding tactics to reach the consumers through each step. Ideally, you should complete this case study before 11:59 PM on Sunday. You may submit your answers to the Dropbox folder entitled: Week 3 Case Study - Targetinternet.com. Name your file: Week 3 Case Study - Targetinternet.com [First name] [Last name). Tools Dita FIGURE 3.4 The sales funnel of Targetinternet.com Social media builds audience and drives search via social signals Website content drives trust and search rankings Data collection allows for targeted communications Conversion page collects leads o fi Type here to search hp & $ 4. 3 6 P U Y Q E R. F K G J D A S ete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf Adobe Acrobat Reader DC ndow Help Digital Branding, A... * 34 (47 of 2 + Their results Monthly visitors: 6,000. Conversion rate to leads: 0.1 per cent. Monthly leads: 6. Conversion rate of leads to sales: 50 per cent. What's good about it? Each digital channel has a clear role in the sales funnel, and the complete focus on content-based marketing means that the value proposition and digital branding are very closely aligned. Although the conversion rate of visitors to leads is low, this is an expected consequence of driving a broad digital-marketing-interested audience. Content is then used to deliver the value proposition, and sales are driven organically from an engaged audience. The very high conversion rate from lead to sale indicates the self-qualifying nature of the conversion page. This process minimizes the need for an extensive sales team and keeps cost to a minimum. O search Step-by-Step Guide to Strategy. Tactics and Measurement (POFD.com).pdf - Adobe Acrobat Reader DC hew Help Digital Branding, A. X 35 (43 of 233 1885 Considering the User Journey 35 Being able to track each stage of the sales cycle like this means that each step gives the opportunity for improvement through optimization of each channel and stage of the process. What they said TargetInternet.com is a lean business, meaning we focus on scaleability and keeping costs to an absolute minimum. Focusing on our digital branding means we can deliver maximum impact without needing to scale up costs, particularly around sales staff The focus on high-quality content means that our core team spends its time focusing on what they are good at: producing educational digital marketing content. This ties in directly with what we sell, and means that our value proposition and the digital branding we use to deliver it are completely aligned with who we are as an organization. (Susana Mascarenhas, Commercial Director) te Step-by-Step Guide to Strategy. Tactics and Measurement (PDFDrive.com).pdf - Adobe Acrobat Reader DC ndow Help Digital Branding. A. * 35 (48 of 233) 188% Background Up to now Tipp-Ex had not engaged online with its audience, and while they were looking to raise brand awareness they didn't specifically seek an online campaign. Objectives The brief as given to their creative agency, Buzzman, was 'To raise short-term brand awareness and to be on top of customers' shopping lists. To go Europe-wide and tell the story of how the product is used.' Strategy and execution Buzzman decided to push Tipp-Ex online with this particular campaign and used data mined from YouTube to direct the course of the ad. Having identified an ad title that would fare well on YouTube, the campaign was built around an interactive video titled 'Hunter shoots bear', with the title deliberately phrased to attract high volumes of traffic despite not having any obvious relationship to the brand, Buzzman wanted to surprise and delight the audience, and so before the hunter shoots the bear, he reaches out of the video and uses the Tipp-Ex ad image to white earch ading. A Complete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf - Adobe Acrobat Reader DC ew Sign Window Help Tools Digital Branding A. 36 (49 of 2309 36 Digital Branding in Perspective out the word 'shoots' and invites the viewer to type in any activity they would like to see the bear and hunter perform. In order to respond to this, Buzzman carried out further in-depth keyword research to identify not only the scenarios most likely to be typed in, but also the variety of alternative terms that could be used to describe each scenario. In total, Buzzman created 42 different scenes for the viewer to access, and used real time data to tell them which scenarios were most popular, giving them great feedback on their user behaviour. Results The video has so far had over 21 million views on YouTube, over 500,000 shares on Facebook and has been posted on more than 1,300 blogs. Tipp-Ex noted that their 'buying attention' increased by 100 per cent and actual sales increased by 30 per cent compared to the same period the year before. Buzzman created the campaign based mainly around the type of content that Type here to search Complete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf - Adobe Acrobat Reader DC gn Window Help Digital Branding. A. 369 of 233 150% - DULLITTURUULUU TUTURUT UUTUU TUS LIVIU VUI CU UUUUUU, urruuuuuuuu data to tell them which scenarios were most popular, giving them great feedback on their user behaviour. Results The video has so far had over 21 million views on YouTube, over 500,000 shares on Facebook and has been posted on more than 1,300 blogs. Tipp-Ex noted that their buying attention' increased by 100 per cent and actual sales increased by 30 per cent compared to the same period the year before. Buzzman created the campaign based mainly around the type of content that people love to view and share, and then built in the Tipp-Ex brand around it. This is I a somewhat risky approach but in this case they got it just right. A nice touch was adding in NSFW (Not Safe For Work) to the title, as this had proven to make the video far more likely to be watched. A year later the brand developed a sequel that seems to be doing just as well, with over 10 million views already so we may see more of the hunter and bear clips. Read the "Targetinternet.com" case study on pages 34 to 36 in the textbook. When reading the case study, prepare answers for the following questions: 1. How does their multichannel execution of content-based marketing help improve their digital branding? 2. Map out a likely user journey of someone who discovered Targetinternet.com on social media through to a sale by thinking of all the touchpoints a consumer would interact with and map them out using the following stages: Awareness -> Consideration -> Intent -> Decision 3. How does Targetinternet.com's value proposition align with their business objectives? This case study is not for marks but will be reviewed. However, by completing this case study you'll be exercising your comprehension of the module you've just completed. The case sty will help you in applying the concept of understanding the different stages of the user journey and how to apply digital branding tactics to reach the consumers through each step. Ideally, you should complete this case study before 11:59 PM on Sunday. You may submit your answers to the Dropbox folder entitled: Week 3 Case Study - Targetinternet.com. Name your file: Week 3 Case Study - Targetinternet.com [First name] [Last name). Tools Dita FIGURE 3.4 The sales funnel of Targetinternet.com Social media builds audience and drives search via social signals Website content drives trust and search rankings Data collection allows for targeted communications Conversion page collects leads o fi Type here to search hp & $ 4. 3 6 P U Y Q E R. F K G J D A S ete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf Adobe Acrobat Reader DC ndow Help Digital Branding, A... * 34 (47 of 2 + Their results Monthly visitors: 6,000. Conversion rate to leads: 0.1 per cent. Monthly leads: 6. Conversion rate of leads to sales: 50 per cent. What's good about it? Each digital channel has a clear role in the sales funnel, and the complete focus on content-based marketing means that the value proposition and digital branding are very closely aligned. Although the conversion rate of visitors to leads is low, this is an expected consequence of driving a broad digital-marketing-interested audience. Content is then used to deliver the value proposition, and sales are driven organically from an engaged audience. The very high conversion rate from lead to sale indicates the self-qualifying nature of the conversion page. This process minimizes the need for an extensive sales team and keeps cost to a minimum. O search Step-by-Step Guide to Strategy. Tactics and Measurement (POFD.com).pdf - Adobe Acrobat Reader DC hew Help Digital Branding, A. X 35 (43 of 233 1885 Considering the User Journey 35 Being able to track each stage of the sales cycle like this means that each step gives the opportunity for improvement through optimization of each channel and stage of the process. What they said TargetInternet.com is a lean business, meaning we focus on scaleability and keeping costs to an absolute minimum. Focusing on our digital branding means we can deliver maximum impact without needing to scale up costs, particularly around sales staff The focus on high-quality content means that our core team spends its time focusing on what they are good at: producing educational digital marketing content. This ties in directly with what we sell, and means that our value proposition and the digital branding we use to deliver it are completely aligned with who we are as an organization. (Susana Mascarenhas, Commercial Director) te Step-by-Step Guide to Strategy. Tactics and Measurement (PDFDrive.com).pdf - Adobe Acrobat Reader DC ndow Help Digital Branding. A. * 35 (48 of 233) 188% Background Up to now Tipp-Ex had not engaged online with its audience, and while they were looking to raise brand awareness they didn't specifically seek an online campaign. Objectives The brief as given to their creative agency, Buzzman, was 'To raise short-term brand awareness and to be on top of customers' shopping lists. To go Europe-wide and tell the story of how the product is used.' Strategy and execution Buzzman decided to push Tipp-Ex online with this particular campaign and used data mined from YouTube to direct the course of the ad. Having identified an ad title that would fare well on YouTube, the campaign was built around an interactive video titled 'Hunter shoots bear', with the title deliberately phrased to attract high volumes of traffic despite not having any obvious relationship to the brand, Buzzman wanted to surprise and delight the audience, and so before the hunter shoots the bear, he reaches out of the video and uses the Tipp-Ex ad image to white earch ading. A Complete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf - Adobe Acrobat Reader DC ew Sign Window Help Tools Digital Branding A. 36 (49 of 2309 36 Digital Branding in Perspective out the word 'shoots' and invites the viewer to type in any activity they would like to see the bear and hunter perform. In order to respond to this, Buzzman carried out further in-depth keyword research to identify not only the scenarios most likely to be typed in, but also the variety of alternative terms that could be used to describe each scenario. In total, Buzzman created 42 different scenes for the viewer to access, and used real time data to tell them which scenarios were most popular, giving them great feedback on their user behaviour. Results The video has so far had over 21 million views on YouTube, over 500,000 shares on Facebook and has been posted on more than 1,300 blogs. Tipp-Ex noted that their 'buying attention' increased by 100 per cent and actual sales increased by 30 per cent compared to the same period the year before. Buzzman created the campaign based mainly around the type of content that Type here to search Complete Step-by-Step Guide to Strategy. Tactics and Measurement (POFDrive.com).pdf - Adobe Acrobat Reader DC gn Window Help Digital Branding. A. 369 of 233 150% - DULLITTURUULUU TUTURUT UUTUU TUS LIVIU VUI CU UUUUUU, urruuuuuuuu data to tell them which scenarios were most popular, giving them great feedback on their user behaviour. Results The video has so far had over 21 million views on YouTube, over 500,000 shares on Facebook and has been posted on more than 1,300 blogs. Tipp-Ex noted that their buying attention' increased by 100 per cent and actual sales increased by 30 per cent compared to the same period the year before. Buzzman created the campaign based mainly around the type of content that people love to view and share, and then built in the Tipp-Ex brand around it. This is I a somewhat risky approach but in this case they got it just right. A nice touch was adding in NSFW (Not Safe For Work) to the title, as this had proven to make the video far more likely to be watched. A year later the brand developed a sequel that seems to be doing just as well, with over 10 million views already so we may see more of the hunter and bear clips