Digital Marketing Strategy

By: Katie Gross

Company OverviewProduct/service analysisBCG Growth matrix

Current SituationCompetitive analysis

GoalLong termShort term

Target AudienceTop down segmentation

StrategyUsersNon-users

Tactics & ImplementationEngagement AND awareness focusTimeline

CampaignGoogle +1

BudgetAssumptionsActual Budget

Summary

What will we discuss during this presentation?

About 9 results (40 seconds)

Overview

Company Overview

Media Geo Home and Office Social Specialized

Search Innovation

Increase market share

Increase growth rate

Invest heavily to avoid becoming a

“dog” product

Become “star product”

Current Situation

12 34 5

11.7 M

170 M

901 M

555 M

150 M

Add

Users per day over months 4

275,000

GoalsGain the most social network users by 2015 with a goal of 1 billion users

Target markets that Facebook hasn’t fully penetrated

Increase number of users to 500M by March 2013

Long Term

Strategy

Short Term

Target AudienceTop-Down

Segmentation

Country

Usage

Individual

Top 3 Market Locations

Type of Content Shared

1. Pictures 2. Video

3. Long PostsStatus

Updates

Content

1. Likes 2. Status Updates

3. Comments 4. Pictures

Interactions

User Demographics Male Gender Female

28 years old Age 38 years old

Actively posting Usage “Liking”

Technical background Background All backgrounds

Strategy

Current Users

Average time spent on Google + in a given month: 3 minutes

Increase engagement

Non Users

2.85 million users in India

Increase awareness

Tactics & Implementation

December 1, 2012• Google Adword

campaign promoting strategy launch

• YouTube channel advertisements

January 1, 2013 12:01am• Begin give away

of 1,000,000 Motorola Defy + phones

January 3, 2013• India v. Pakistan home

cricket match sponsorship

March 1, 2013• End Google

Adwords and YouTube channels strategies

Ranbir Kapoor Endorsement

• Age: 30• Top 10 most popular

Bollywood stars

Demographics align with typical Google + user

EngagementCurrent Users

AwarenessNon-Users Tactics

Campaign

Goal: Overcome Facebook as social media website

Campaign Launch Date: January , 2013

,ooo,ooo Motoroloa phone give away

Sponsorship of st Indian home cricket match and all games during st month of

the year

11

11

1

Budget

Ad Agency

Budget $95,000,000

Motorola Defy + giveaway $57,240,000

Ranbir Kapoor endorsement $1,000,000

Cricket sponsorship $36,025,104

Google Adwords and YouTube campaigns $0

Ad agency $125,000

Total: $94,390,104

US31%

India14%

Other55%

% of Users

Ad budget= $213M

Ad budget= $95MTotal

$125,000

Cost/hour$250

Hours/week50

Weeks10

Retail cost: $286.20Manufacturing cost: $57.24

Profit margin: 20%Quantity: 1,000,000Total: $57,240,000

US Budget v. India Budget Motorola Defy +

$609,896 under budget

Summary

Goal: Gain 500m users by

March 2013

Target Market• Current users• Non-users

Tactics and Implementation•Increase engagement•Increase awareness

Campaign•Google +1

Budget•$94,390,104