Digital Marketing Project

David Gracia

|

Our Client

Digital Marketing Strategy

Group Projects

A B CAll

D E

Session 9 Session 10

Digital Marketing Strategy

Group Projects

A B CAll

D E

|

Project Goal• The purpose of this exercise is to get a first-hand experience managing a Search Marketing

campaign in Google Adwords.

• Each group will be provided with a Google Adwords account and a budget of 85€ to invest during

three weeks. All the teams will be “competing” to get traffic to the landing page: flashchatapp.com

• The primary goal is to optimize the Cost Per Click, thus the team that gets the lowest average

CPC will be the “winner”.

Getting Started• Once you receive the user and password for your Adwords account go through the material you will

find at the Adwords Help Center before getting started.

• I strongly recommend you to use the free phone support of Google Adwords (900 800 624) where

you will be assigned a personal assistant that will guide you step by step using the tool.

• You should try both search marketing and display marketing campaigns but focus more on the first

one.

Project Kick-Off• All the teams should activate their campaigns today at 17:00. It is very important that you set a

maximum daily budget of 4€ / day.

• At the end of each week I will share with you all a dashboard with the performance of each team and

some feedback about how to improve.

The Google Marketing Challenge

|

Planning & Schedule

Week 1 Week 2 Week 3 Week 4

Marketing

Campaign

Phase I

Marketing

Campaign

Phase II

Marketing

Campaign

Phase III

Post-

Campaign

Report

Marketing

Campaign

Kick-Off

Dashboard

2nd Week

Final

Presentation

Dashboard

1st Week

Dashboard

3rd Week

Dec-2nd Dec-5th Dec-12th Nov-17th Dec-19th

Digital Marketing Strategy

Group Projects

A B CAll

D E

|

SEO Recommendations

• Why is SEO important for this business

• Competition Analysis

• Identify the top 5 keywords for this business

• Current positioning in Google for these KWs

• Incremental traffic if we manage to be in the

top 3 positions for these 5 keywords

• Current Situation: KPI’s for SEO

• Total traffic from SEO (SemRush.com)

• Estimated cost of this traffic (SemRush.com)

• Key competitors (SemRush.com)

• Nr. of organic keywords (SemRush.com)

• Nr. pages indexed in Google (SemRush.com

• Page Rank or domain authority (moz.com)

• Nr. of inbound links (moz.com)

• ON-PAGE SEO Recommendations:

• Title optimization

• Content relevant for our 10 target keywords

• Keyword density

• Relevant images and videos

• Duplicated content

• Outbound links to other related pages

• Structure of the URL

• Meta-Keyword optimization

• Alt-Text in images and videos

• Broken links (brokenlinkcheck.com)

• Web responsive for mobile devices

• Page download speed (GooglePageSpeed)

• OFF-PAGE SEO Recommendations:

• Ideas to get more relevant inbound links

• How to leverage social media for SEO

• Final conclusions and recommendations

Focus on the http://www.nexstreaming.com website for this exercise

A

|

Mobile User Experience• Why is User Experience Important

• Analyze the Flashchat app user experience:

• Functionalities

• Information Architecture

• Content

• Design

• Usability

• Trustworthiness

• User Interaction

• Other factors you consider relevant

• Mobile Analytics

• Ask Carlos for metrics about the most common

features used by customers and interpret these

data

• Adaptation to the Saudi Arabia market

• What recommendation would you make to

adapt this mobile app to your region?

• Conclusions and final recommendations

B, C

|

Marketing in Facebook

• Facebook Opportunities

• Facebook in figures for the Arabia Saudi

market

• Creation of the Facebook Page:

• Create the Facebook Page for FlashChat in

the Saudi Arabia

• Benchmark of best practices on Facebook

of other similar businesses

• Structure of the content in different tabs

within the FB Page

• Integration with other social networks

• Building your audience:

• Ideas of viral marketing to get the first fans

• Proposal of paid advertising on Facebook

• Engaging Your Audience

• Which kind of content creates more

engagement

• What is the right frequency for posting and

the best time to do it

• What is the right mix between content and

promotions

• Facebook Insights (Analytics)

• Define the profile of your audience and how

could you address new target customers

with similar profile

• Facebook Plugins

• Recommendation of Facebook modules to

be integrated within flashchatapp.com

• Conclusions and final recommendations

D

|

Marketing en Twitter

• Opportunities in Twitter

• Key figures and marketing opportunities of

Twitter in Saudi Arabia

• Creating Your Twitter Profile:

• Create a corporate profile for FlashChat

• Personalize it with the logo and look-and-

feel of the company

• Integrate with other social networks

• Building Your Audience:

• Ideas of viral marketing to get the first

followers

• Engaging Your Audience

• Which kind of content creates more

engagement

• What is the right frequency for posting and

the best time to do it

• What is the right mix between content and

promotions

• Twitter Analytics

• Define the profile of your audience and how

could you address new target customers

with similar profile

• Conclusions and final recommendations

E

Digital Marketing Project

David Gracia