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E TRADE
BUSINESS MODEL…
$9.99 or less stock & option trades
Financial service company based in New York City
Online discount stock brokerage service for self-directed investors.
Buy and sell securities, such as stocks, bonds, options, mutual funds, and ETF’s via electronic trading platforms
WHERE THEY’VE BEEN…E TRADE’s comic relief for a serious subject
Advertisements paint a picture of ease of use and clarity
"Me and the boys were talkin' about what to do with all this extra coin, and I was like, 'I'm rentin' a clown." ...and, uh, I
really underestimated the creepiness."
Humorous spin to financial investing
GOALS & CHALLENGES…
Currently decreasing advertising budget
Marketing to the 10 to 15 million people tracking online investmentsBuild brand value and awareness
Build brand differentiation
Drive traffic to the E TRADE website
Show the ease of use through advertising
Market competition from Charles Schwab and TD Ameritrade
Increase E Mobile use
PROPOSAL…Social media
Facebook page is bare and colorless
Addition of key word links to develop natural search results
Feature Ads link broken
Absences of a Twitter
Missing out on a leading online community and marketing tool
Streamline, simple, automatedDrive traffic to the E TRADE website
through tweets and landing pages
PROPOSAL…Blogging
Roll of a Blog
Community site – consumers can post about the product or service
Real time feedback
Takes biases out of the equation
Informative to the consumers
Development of strong customer relationship
“Human face” of a corporation
Interactive environment
SEARCH ENGINE OPTIMIZATION & INTEGRATIONFACEBOOK, TWITTER, BLOG
Integration of social media platforms and blog for a seamless campaign
Rich keywords throughout to drive traffic and increase natural search through automated tweets, landing pages, and search engines
Facebook, Twitter, and the blog should all have the same domain name such as ETRADE for better search engine results and congruity throughout the campaign.
KEY WORDS:•FINANCIAL SERVICES•DISCOUNT STOCK BROKERAGE•SECURITIES•STOCKS, OPTIONS, BONDS, MUTUAL FUNDS, ETF’S•TRADING PLATFORM•INVESTMENT•MONEY MANAGEMENT•E*TRADE•E*TRADE BABY•INDEPENDENT RESEARCH•ONLINE STOCK TRADING•E*MOBILE
Banner ads placed on financial websites such as Morningstar, Yahoo Finance, Bloomberg News, CNN Money
METRICS OF SUCCESS
INSIGHTS & ANALYTICS
Insights
Compares search volume patterns across specific regions, categories, time frames and propertiesTrack keywords to monitor how their being used and how often
Evaluate which keywords are most effective and implement them into the campaign as links
Track search trends throughout the year to find seasonal opportunities
Analytics
Analytic data solution for tracking website traffic and analyzing marketing effectivenessDirectly trace transactions to keywordsSelf defined benchmarks allow for comparison
BUDGET
Facebook$ 5,000/ month
60,000/ yearAllocated towards updating and maintaining
the site as well as paid advertisements
Twitter$3000/month$36,000/year
Allocated towards tweeting and SEO additions
Blog1,000/month12,000/year
Allocated towards blog post and SEO additions
TOTAL = $108,000Seasonality will be at random, for
instance when the market takes a down turn
PRESENTED BY:
CODY WICKHAM
ANY QUESTIONS?
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