Digital Marketing Report February 2015

Content

Elevator Pitch Brand Brief Segmentation&Targeting Empathy Map KPI Increase Conversion Rate Increase Efficiency of ROAS by channel Digital Marketing Strategies Retargeting E-mail Marketing Affiliate Marketing Social Media Marketing Facebook Campaign Conclusion

Elevator Pitch

!

!

x is an online collective of furniture designers who inspired by NYC and make small space urban city living a bit easier through

innovative, functional, chic and affordable products !

*Source: Designing Brand Identity by Alina Wheeler 2009

Functional FurnitureMISSION

LazzoniSTAKEHOLDERS

Sofa, Sofa Beds, TableKEY PRODUCTS

furniture.com,modani.com, sofa.com IKEA

KEY COMPETITOR

Brand Brief*

Space-saving, ChicATTRIBUTES

Online FurnitureKEY MARKET

Lean Supply Chain COMPETITIVE ADVANTAGE

Functional Design, Top-notch Quality, Affordable Price

with fastest delivery (within 48 hours)

UNIQUE VALUE PROPOSITION

Innovative, Affordable

Online Furniture

Segmentation&Targeting

Carrie 30,New Yorker

!

Jack, 28, Bachelor

William 36,Architect

I don’t have enough money

My house is so smallI’m a NewYorker!

Shall we go shopping

I have lots of friends!

Fashion and Design is everything!

I’m SO BUSY

I don’t have time for cooking

!!

!

Carrie 30 Years Old Fashionable

Women Lives in NYC

Jr. Account Manager

!!

Use Social MediaMake Online Shopping

Have party Read Home decor Watch Movies and Sex and the city

I feel sexyI’m trendy

I love shopping

I’m a NewYorker!

I want to live in a chic design house like in the magazines where I would not be embarrassed

to my friends

I have to manage the time and money

Where will my friend stay ?

Goes to work every day till 9am to -6 pm

Persona Empathy Map-1

The designs seems good in the web site

but I don’t think they will look good in my apartment

and will have the same quality as they say

I don’t have enough money

My house is so smallLet’s go to a party

I have lots of friends!

I have to study at home

I will order pizza

!!

Jack 28 Years Old

Men Lives in NYC Bachelors Student

or Part-time worker

Spends his time with playstation/xboxUse food delivery websites

Have party and one night standWatch series like Breaking Bad

I don’t care

I love being bachelors

I love playstation/xbox

I need more space in my room

Where will my friend stay ?

I don’t want my table to be broken when

we play xbox in our bull session

Persona Empathy Map-II

My sofa should transform to a bed easily especially if I have a one night

stand in my house

I need to make money

I must satisfy my customerMy designs are very cool

I can design a chic and affordable room

I have to work with various cost effective companies

I need lean designs

!!

William 36 Years Old

Men Architect Interior

Designer Purchaser

Reads architect blogs Visits inspired websites for home decor

Joins linked in group discussions

Use Houzz for product comparison

I’m so passionate for creative design

I love my job

I should reduce my budget

I should prove myself to my boss

Persona Empathy Map-III

I want to show a visual prototype to my boss/customer to convince them

so It should be very easy to get useful image from their web site

It would be great to see the samples of the product

without visiting their office

I follow new design trends

!

๏Increase Conversion Rate

๏Increase efficiency of ROAS per Channel

KPI

KPI Increase Conversion Rate

Source:WordStream http://bit.ly/1BMygjO ; http://bit.ly/Jms398

Conversion rate of X is notably low comparing to

E-commerce and Home&Garden industry

E-Commerce Conversion Rate

0.31%2.35%2.21%

XE-commerce

VS Home&Garden

Others ; 16%

Google/cpc ; 38%

Google-organic ; 23%

Direct/ none;23%

Period: Jan’14-Jan 15

Houzz,referral;32%

info/nyfu;15%

m.facebook,referral ;13%

Yahoo,organic ; 11%

facebook,referral ; 11%

Doubleclick,referral ; 9%

Bing/organic; 9%

All Sessions

Others

KPI Increase efficiency of ROAS per Channel

✴The share of direct/none session is quite high which shows: Lack of Campaign Tagging ✴Share of social channel is significantly low

X

Google,cpc)

Google/organic)

Direct/none)

Houzz)

info.nyfu)

m.facebook/referral)

yahoo.organic)

facebook/referral)

doubleclick/referral)

bing,organic)

33.00%)

38.00%)

43.00%)

48.00%)

53.00%)

58.00%)

63.00%)

68.00%)

0%) 5%) 10%) 15%) 20%) 25%) 30%) 35%) 40%) 45%)

Boun

ce'Rate'

Sessions(%)'

Period: Jan’14-Jan 15

X ave. Bounce Rate

53%

0.00%$

0.22%$

0.26%$

0.30%$

0.31%$

0.31%$

0.32%$

0.43%$

0.45%$

0.52%$

0.85%$

m.facebook.com*/*referral*

google*/*cpc*

googleads.g.doubleclick.net*/*referral*

houzz.com*/*referral*

Site*Average*

(direct)*/*(none)*

yahoo*/*organic*

facebook.com*/*referral*

google*/*organic*

bing*/*organic*

info.nyfu.com*/*referral*

Conversa4on$Rates$by$Source$

The bounce rate of X is reasonably high The conversion rates by channels are noticeably low

especially in social channels

Conversion Rates by Channel

KPI Increase efficiency of ROAS per Channel

X

Digital Marketing Strategies

!

!

✓Retargeting

✓E-mail Marketing

✓Affiliate Marketing

✓Social Media Marketing

RetargetingPeriod: Jan’14-Jan 15

Although new visitors are almost double of the returning visitors number, the

conversion rate of returning visitors are 7 times higher than new visitors, which

proves the necessity of a successful retargeting program

Returning Visitor: 31.7%

New Visitor: 68.3%

E-mail Marketing*

Source:Mailchimp http://bit.ly/1dZWyeh

Industry Open Click Soft Bounce

eCommerce 17.35% 3.0% 0.48%

Home and Garden 26.44% 4.4% 1.04%

➡ Selecting a new e-mail marketing company ➡ Cooperation with Houzz for email list ➡ Compelling pop-up light boxes ➡ Creating abandon cart campaigns

Tactics:

*Direct Marketing Association estimates that email marketing typically returns $40 for every $1 invested.

CPC

Affiliate Marketing

Conservative Budget!

ROAS

CPA

Social Media Marketing

The social media existence of X is too low (2%)

that indicates necessary to focus on it

Social Media Marketing/Competitors

770#

122# 173#

1,155# 1,258#

568#

1,704&1,930& 1,949&

2,788#2,510#

2,786#

Tweets& Following& Followers&

Twi5er&

NYFU& furniture.com& modani.com& sofa.com&

371$

$1126.0$$$$$$$

$297.0$$$$$$$408$

966$

305$

11" 29"175"

569$

1,576$

710$

Post" Followers" Following"

Instagram"

NYFU" furniture.com" modani.com" sofa.com"

1,376&

3,562&

25,152&

160,120&

NYFU%

modani.com%

sofa.com%

furniture.com%

Facebook&Likes&

Social Media Analysis

X X

X

Facebook Campaign

ll link to youll link to you

Why X sofas are functional?You can also use our sofas for transportation. Convertible sofas, acrobatics desks and tricks you didn’t know an ottoman can do..

Jack

Order Now

X

Facebook Campaign

ll link to youll link to you

Don’t waste your time to set up!Once the items are available for purchase, you will receive them in 48 HOURS..

Order Now

JackX

Facebook Campaign

You can do a karaoke party on our sofas. Convertible sofas, acrobatics desks and tricks you didn’t know an ottoman can do..

Why X sofas are functional?

Carrie

Order Now

X

Facebook Campaign

Carrie

Don’t waste your time to set up!Once the items are available for purchase, you will receive them in 48 HOURS..

Order Now

X

Facebook Campaign

ll link to youll link to you

Let’s make their dreams come true..X is a collective of furniture designers who shares the same passion to make urban living chic,modern and freakishly functional..

William

Schedule a meeting

X

Facebook Campaign

ll link to youll link to you

Let’s make an art by interior design..X is a collective of furniture designers who shares the same passion to make urban living chic,modern and freakishly functional..

Marry

Schedule a meeting

X

Conclusion

Create sustainable social media strategies ➡ Contextual/Compelling Content

➡ list.ly, scoop.it, Google alert ➡ Use influencer marketing tactics

➡ Work with an influencer market company ➡ Follow influencers from social accounts

Create an efficient e-mail marketing program ➡ Work with a professional company ➡ Cooperate with some companies for e-mail list ➡ Request e-mail in every pages of your sites

Cooperate with various affiliate marketers ➡ homelivingstyle.com ➡ switchmodern.com ➡ njmodern.com ➡ homedecorators.com ➡ designerliving.com

Create a compelling ad for retargeting program ➡ Always use call to action ➡ Track and Test your ads changing:

➡ Image, Header, Call to Action ➡ Segment your audience

Digital Marketing Consultant Esma Yeniceri Bayrak esmabayrak06@gmail.com 07821 900373