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Digital Marketing Nanodegree Portfolio

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Digital Marketing Nanodegree Portfolio

Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.

Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.

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Digital Marketing Nanodegree Portfolio

  1. 1. Building a Marketing Strategy Project 8: DMND Portfolio
  2. 2. 1.Customer Journey Based Marketing Plan
  3. 3. What: your offer
  4. 4. Digital Marketing Nanodegree Budget: $50,000 Profit: For the purpose of this assignment, the cost of the Nanodegree is $999, assuming a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. Campaigns: We want to aggressively grow the program, but, we want to do it without losing money.
  5. 5. Marketing Objective: DMND My marketing objective is to acquire 200 new customer signups for DMND program in one quarter.
  6. 6. Who Are Our Customers
  7. 7. Target Persona Target Persona Background & Demographics 1. Male, 25 years old 2. Graduate degree 3. Currently not working 4. Currently staying with parents 5. Lives in India 6. Witty and humble Hobbies 1. Playing football 2. Watching stand-up comedy 3. Surfing net Barriers 1. A procrastinator 2. Overconfident about everything 3. Can spend only two hours on studying in a day Needs 1. Likes hands-on practice 2. Focusing on career 3. More interested in tools used 4. Expects live assistance to clear any possible doubts while learning Name & Image Goals 1. Wants to be a front end developer 2. Launch a successful career in Digital Marketing 3. Start a business
  8. 8. Phases of the Customer Journey
  9. 9. • When+How+Where = Marketing Tactics • Customer Journey • Awareness • Interest • Desire • Action • Post Action • Message • Describe DMND program • What it has to offer to the target persona • Will explain benefits of DMDN program • Provide unique info about the program • Give a promotion • Explain benefits and why they should take it now • Make sure the purchase process is smooth • Provide assistance if stuck due to anything • Product benefits • Thank you emailInfo about their new purchase and assurance of assistance when ever needed • Channel • Will write a blog • Link with informative landing page • feed on social media • Create display and video ads • Search engine ads • Feeds and ads on social media • Re-target display and video ads • Search engine ads • Organic social media ads and paid ads • Re-target display and video ads • Email • Organic social media ads • Email • Organic social media ads • Email
  10. 10. 2. Budget Allocation
  11. 11. Digital Marketing Nanodegree Budget Allocation for Media
  12. 12. Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $6000 $1.25 4800 0.05% 2.40 AdWords Search $2000 $1.40 1428.58 0.05% 0.72 Display $1000 $5.00 200 0.05% 0.10 Video $1000 $3.50 258.72 0.05% 0.13 Total Spend $10000 Total # Visitors 6687.30 Number of new Students 3.35
  13. 13. Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $6000 $0.50 12000 0.1% 12 AdWords Search $2000 $1.50 1333.34 0.1% 1.34 Display $1000 $3.00 333.34 0.1% 0.34 Video $1000 $2.75 363.64 0.1% 0.37 Total Spend $10000 Total # Visitors 14030.32 Number of new Students 14.05
  14. 14. Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook $16000 $0.30 53333.34 0.3% 160 AdWords Search $8000 $1.50 5333.34 0.3% 16 Display $3000 $3.00 1000 0.3% 3 Video $3000 $2.75 1090.91 0.3% 3.28 Total Spend $30,000 Total # Visitors 60757.59 Number of new Students 182.28
  15. 15. ROI: Budget Allocation for Media Phase Total Spend Total Number of Site Visits Total Number of Sales Profit Per Sale Total Profit ROI Awareness $10000 6687.30 3.35 $299 1001.65 -8998.35 Interest $10000 14030.32 14.05 $299 4200.95 -5799.05 Desire $30000 60757.59 182.28 $299 54501.72 +24501.72 Total $50000 81475.21 199.68 $299 59704.32 +9704.32
  16. 16. 3. Showcase Work
  17. 17. Market your Content
  18. 18. Run a Facebook Campaign
  19. 19. Search Engine Optimization (SEO) Audit
  20. 20. Recommendations 1. We can try contacting people who write blogs on Digital marketing and tell them about the program we launched and what sort of benefits students will get in completing this program and advice these bloggers to recommend our program if they agree with the benefits. This will create as many backlinks as possible to increase the traffic on our page. 2. We can improve the speed of our page on mobile devices & desktops and make our site more mobile friendly. 3. We have to make sure that Google have our site mentioned on their indexed pages and use as many keywords as possible to show our page on the first page of Google search.
  21. 21. Run an Adwords Campaign
  22. 22. Ad Group #1: Ads & Keyword List Keyword List: learning, data analysis, learn more, learn online, useful skills, online data analysis, free course, free course online, online, free learning, skills to learn, free learning, start learning, intro to data analysis, intro to data analysis for free, free intro to data analysis, what to learn, start free course, start free, start free learning, new skills to learn.
  23. 23. Ad Group #2: Ads & Keyword List Keyword List: Data analyst, data analysis, what is data analysis, pandas, udacity, analysing data, numpy, intro to data analysis, udacity nanodegree, data analyst program, nanodegree, data analysis using numpy, data analyst nanodegree, free intro to data analysis, data analysis using pandas, data analyst nanodegree program, entire data analysis process, udacity data analysis intro, udacity data analysis program, udacity data analysis nanodegree.
  24. 24. Ads
  25. 25. Keywords
  26. 26. Recommendations for future campaigns • Moving forward, I’d focus more on words which people tend to search more and using kewords that can attract the users for their benefits. example, the keyword ‘free course online’ showed people that they would not be paying for this and hence got attracted. • I’d keep making changes to my ads by using new keywords and check which performs best. • I’d perform A/B tests, as it is a great way to figure out which change is working how. • I would make few changes to the landing page as well by making the content more exciting to read, which would in return interests people to read more. Also, I’d suggest the information about the paid program should be given after this free course is completed, but not right when people click the link because that will make them think that eventually they are to pay to get the whole course before even trying out the free one.
  27. 27. Evaluate a Display Advertising Campaign
  28. 28. Display Image Campaign: Overall Results
  29. 29. Display Image Campaign: Ad Results A B
  30. 30. Display Image Campaign: Keywords
  31. 31. Recommendations for future campaigns • I would focus on Ad Groups, Ads and Keywords which performed and provided the best return on investment. • While the campaign is running, I would pause the Ads and Keywords which aren’t really performing • I would also keep trying A/B testing and keep comparing the performance to figure out the best • And make the landing page very interactive and smooth so that the user can find all the answers to their questions and continue until they signup.
  32. 32. Market with Email
  33. 33. Email Content: Email Content Plan Email Topic Marketing Objective KPI Email #1 Thankyou Engagement No of email opens Email #2 Welcome Engagement No of clicks on CTA Email #3 Start a program Conversion No of conversions
  34. 34. Final Recommendations • Once email #1 is sent and the customer clicks on the call to action button, email #2 will be sent automatically welcoming them to Udacity and then after a week we send email #3 offering a promotional deal to start a Nanodegree Program explaining the benefits. • I will continue A/B testing and keep finding out which change works the best. • I will also try giving more bright colours to the CTA button to draw users attention towards it. • And I’ll try different and more appealing visuals & email body to keep our customers engaged.

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