Digital Marketing Project Presentation

Digital Marketing | AngelFrills

Submitted By:GROUP VII• WMP08024 | Nikhil Thapar• WMP10054 | Ankur Khandelwal• WMP10075 | Mohammed Dawood Siddiqui• WMP10084 | Sandeep Sinha• WMP10087 | Syed Fuzail Hasan

Submitted To:Prof. Moutusi Maity

Section #2 | The Company

INDIAN INSTITUTE OF MANAGEMENT LUCKNOW | NOIDA CAMPUS 2

• INTRODUCTION OF ANGELFRILLS

• BUSINESS MODEL

• PRODUCTS

• 4P’S

• STP

THE COMPANY

Company | Introduction of AngelFrills


Angel Frills is an online store specialized in creating unique, custom made comfortable dresses for dressing

your angel for any party or special occasion.

Introduction | e-Commerce & Inventory Based Model


Inventory Led Model Advantages• Direct control• Better margins

• Since all stock is custom made and ready in stock

• Example: yepme, bigbasket etc.

• Pros• Better margins• Need not to reply on third party seller for goods• Can stock and get more margins on your goods

• Cons• Need to stock everything. • Need to invest lots of money on buying products• Higher cost of managing warehouse

Moving on to Hybrid Model

Company | Products & 4Ps


• Custom made designer clothes for kids between the age of Upto 15 years

• Targeted customers: • Parents specifically mothers

• Categories• Currently 6 categories

• Party Dresses• Tutu Dresses• Hair Bands• Festive Dresses• Accessories• Customizable

ProductCustomization,

Warranty, Made to order

PromotionSEO/PPC

Social MediaEmail

Marketing

PriceStrategic

pricing, Loyalty programs, easy

payment options

PlaceOnline portal

Angelfrills.com

Company | Segmentation, Target & Position


TargetingMiddle income, High income - young parents who

are online shoppersPositioning

Custom made designer dresses for kids

SegmentingYoung parents who prefer shopping for designer

clothes online

Section #3 | The Digital Marketing Strategy


• DIGITAL PROMOTION• SEARCH ENGINE OPTIMIZATION• SEARCH ENGINE MARKETING• SOCIAL MEDIA OPTIMIZATION

• DIGITAL ADVERTISING• PPC ADVERTISING

• DIGITAL MARKETING• EMAIL MARKETING• NEW MARKETING TOOLS• OTHER MARKETING CHANNELS

THE DIGITAL MARKETING STRATEGY

Digital Promotion | Search Engine Optimization (SEO)


• Google Indexing with Google Webmasters



• Google Indexing with Google Webmasters



• On Page: XML Sitemap, Title, Meta Keyword, Meta Description, Image alt tags, SEO friendly URL, quality content as per product


• Off Page: • Forum participation• Link submissions• Back links from some of partner website

• Local SEO: • Registered with Google Local Business further updating

the listing

• Mobile SEO: • Device based responsive design, optimizing for Google

AMP(Accelerated Mobile Pages)

• Keyword Reference SEMRUSH, Google AdWords


Digital Promotion | Search Engine Marketing (SEM) / PPC


• Search Engine Marketing is a route through which the promotion of websites relating to various businesses is conducted.

• Search Engine Marketing is used to increase visibility of such websites in the result pages of the Search Engines used by customers/users through Paid Advertising.

• Search Engine Marketing, in its extended form may also include Search Engine Optimization within its ambit which helps to achieve a higher ranking in the Search Engine result pages to enhance Pay Per Click.

• Google Adwords is one of the most popular advertising services used by Search Engine Marketers amongst others such as:• Bing Ads• Yahoo – Search Ads

• We used Google Adwords for the purpose of promoting our website Angelfrills.com

Google Adwords


• Adwords is the advertising service provided by Google for the purpose of displaying Ads on Google and other Publisher websites on Google's Ad Network.

• This service of Google functions on the concept of Keywords that are used in an Ad campaign of a business.

• Adwords enables users of the service to set an advertising budget for their ad campaign where the user pays only when people click on their Ad.

• We used Google Adwords to run our advertisement campaign while setting an Advertisement Budget.

• We made use of this service to analyze the most Effective Keywords by way of measuring frequency of customers clicking on our Ad and the number of times our Ad was published on Google's Ad Networks (Google.com, other Publisher websites and apps)

• Using Adwords and setting a Budget helped us Analyze our Cost in relation to the Keywords that we Bid for and performance of our Ad Campaign relative to other advertisers bidding for the same Keywords

Google Adwords


• Displayed above is an Illustrative list of Keywords that we Bid for, in order to promote our Ad. • Various metrics help us in measuring the performance of our Ad. • In the snapshot displayed above we can see that the Keywords “Girls Dresses” has received the

max. number of Clicks, impressions and Click Through Rate. • Such analysis would help us in promoting our website in a better way where we would be able to

choose carefully the Keywords that would be most beneficial.

Google Adwords


Max. Cost per Click that we are willing to pay. ~ Budget

Count of Clicks on our Ad

No. of times our Ad was published

on Google's Ad Networks

Clickthrough rate to measure how often

people click on our Ad when shown to them

Average Cost and Total Cost per Keyword

Position of our Ad relative to

other advertisers

Digital Promotion | Social Media Optimization (SMO)







Digital Marketing | Email Marketing


Digital Marketing | Email Marketing


Tool: MailChimp

New online marketing tools:• Push notifications using third party application

• Personalized alerts (cart abandonment) feature set up: Sending personalized email alerts if somebody adds a product in cart but do not order.

Section #4 | Analysis of Digital Marketing Strategy


• WEB ANALYTICS• GOOGLE ANALYTICS

• CONSUMER FEEDBACK

• REVENUE• GOOGLE ADSENSE (MEASUREMENT & OPTIMIZATION)

ANALYSIS OF DIGITAL MARKETING STRATEGY

Web Analytics | Google Analytics


Google Analytics• Google Analytics is the most popular Web Analytics tool to track and report website traffic.• It helps see page performance, time spent on pages, visitor segmentation, shopping cart behavior, funnel

visualization. It helps improve website layout, marketing strategy and campaigns.• It uses Javascript on pages to track visitor details by runnig on the visitor’s browser and sending it to central

server.

What We Did• To Understand the website traffic in general and details about visitors & session in particular• To Analyze the customer segment visiting the website and see if it is in line with our Segmentation and Targeting

What We Observed/Analyzed• Since new website, traffic picks up on dates when mobile, email and social marketing is carried out• Time per page and session duration looks alright but bounce rate is considerably high. • Email, mobile and social media marketing would need to be more targeted to drive in the right audience.• Analyzed city wise views on the website and their behavior with regard to bounce rate, session duration and

page depth.• Age demographic doesn’t look ideal as target segment which is parents’ of young children (25-34 and 35-44) as

other age groups present. We need to analyze it further as traffic grows.• “Pure white” and “Purple & coral” dress seem to be popular items and could be indicative of customer

preferences which can be used to align inventory accordingly.









Revenue Google Adsense


Feedback / Recommendations

• Improve delivery time• Launch more products• Increase geographic reach beyond India• Open your physical store as well

• Improve design of our website• Add more images of products• Provide more details on textile and on quality of products


Thanks!!!
