Digital marketing campaign for a small electronics retail outlet

According to eMarketer (2017), “ So, with the UK tablet market is likely to be buoyant for the foreseeable future. As an entrepreneur with a small electronics retail outlet in Tottenham Court Rd, London, I have benefited from this growing tablet market. However, with the astronomical commercial property rental costs I cannot afford to expand my bricks and mortar business. I have hired your digital marketing agency to design and implement a digital marketing campaign lasting six weeks and with a budget of around £15,000. Your task is to use that budget to make as much profit online as possible using a range of digital marketing tools: search engine advertising, email marketing, and landing page development and optimisation. Sections 5.2-5.5 below will explain how you can complete this task. eMarketer (2017) UK Consumers Increasingly Comfortable Buying by Smartphone. Available at: https://www.emarketer.com/Article/UK-Consumers-Increasingly-Comfortable-Buying-by- Smartphone/1016015 5.2 The Simbound simulation Simbound is a digital marketing simulation in which your team competes with your peers in a digital marketing competition to gain the highest scores in a range of metrics, including return on advertising spend (ROAS), impressions, click-through rate (CTR), conversion and profit. You will gain practical experience of a range of digital marketing tools, as well as managing a campaign budget of £15,000. Some of the real world digital marketing challenges you’ll face are: 1. Optimal product mix: Your first choice will be what products to sell online. Do you sell all products available, sell only the top brands or focus on the market followers? The answer will involve trial and error, analysis and judgment. 2. Landing page optimisation: You learn how to quickly create keyword-targeted landing pages to drive web traffic. Each landing page will be scored based on the relevance of your keywords, your text and calls-to-action. You will be able to test the effectiveness of your landing page(s) throughout the game and implement different tactics to achieve optimal performance. UK consumers are becoming ever-more comfortable using their mobile devices…for retail purchases.” retail m-commerce in the UK forecast to be worth £58.50 billion by 2021(Ibid.), Assessment Brief: LSBM200 2017-18 Page 3 3. Keyword research: Learn how to find the best keywords that will drive the most traffic to your website while also keeping cost per click down to maximise your profit. The keyword research dashboard will have similarities to the Google Keyword Planner, thus providing another unique real world experience through the simulation. 4. Key performance indicators: Simbound provides a range of metrics that can help improve your digital marketing effort. But, you’ll have learnt what these key performance indicators mean and how to use them to improve your campaign. 5. Competitor research: Learn how to perform competitor research on your peers to try and outrank their ads. 6. Email marketing: You get real-world experience in writing email copy that drives conversions, while also learning proper call-to-action key phrases that attract more email signups. Experiment through the simulation using A/B tests.