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Digital
           Marketing Plan


                    YOUR LOGO
Page  1
Today we will discuss…




   Overview of CarJet
   Challenges
   4P’s
   Company goals
   Tools & Techniques
   Conclusion
   Q&A




                            YOUR LOGO
Page  2
CarJet
   Company profile



                                                                            Mission
                                                          “Provide our customers with the same level of
                  Low-cost online car rental              ethical, responsible and realible shopping here on-
                                                          line as they demand (and get) in their off –line
                                                          worlds”




                     Worldwide Presence
                                                                   Returns & Refunds
              .
                        Present in 57 countries.                             No penalties
                                                                              Flexibility




                     Excellence in service                        Customer Feedbsck
                                                                            Website design
                     Permanent investment in technology                     Staff feedback
                             Front-desk Staff                                    Price




                                                                                      YOUR LOGO
Page  3
Challenges 4Ps
The current new
Marketing 2.0




In the Market, there is a big imbalance between consumption and spending in
terms of online and offline media
Challenges 4Ps
The current new
Main Threats




                           This s a placeholder text.

       Competition                   Increased Costs        Customer
       • Low cost rental
                                                            Retention
         agencies                    • CPC’s for SEM
                                       and Affiliates are   • No loyalty
       • Cross-Selling “all-           increasing             platform or
         inclusive”                                           rewards program
         packages
Thecurrent 4P’s
 The new new 4Ps
Current status




Personalization                         Peer-to-peer
•Minimum level of personalization       •Peer-to-peer interaction not available
•Long registration process              •No presence in socail networks
•“Customer Zone” add little value       (Facebook)




Participation                           Predictive modeling
• No user participation                 • Not even close (all other Ps lagging
• Reviews done via 3d party web-sites   behind)
• Often paid reviews
The new 4P’s
Future Vision




                                                   Peer-to-peer
Personalization
                                                   • Leverage social networks – user interaction
• Login with your Facebook or other social         encouraged
network profiles                                   • CarJet community – an environment where people
• Option to personalize the page according to      want to share their experience and are rewarded for
your preferences                                   doing so
• Rate user experience on the web-site             • New user acquisition is easier through
                                                   recommendations via social media




Participation
• User Travel blogs: embedded through LJ,          Predictive Modeling
Facebook or own                                    •Ongoing monitoring of the social platforms to
• CarJet online community – CarJet Club            understand and predict user trends
 (rewards for most popular bloggers i.e.           •Anticipate latest changes and adopt them quickly
discounts)                                         •User privacy is taken seriously
• Competitions i.e. Best weekend travel picture.
CarJet
   Company goals




                        Increase business by 40% outside the UK


    Attract oriented traffic                  Build loyalty
  Web Marketing Research                     E-surveys
  SEM       .
                                              Corporate blog
  SEO                                        E-CRM program
  E-promotions                               E-commerce
  Contextual marketing                       Mobile marketing




                                                                  YOUR LOGO
Page  8
Direct Marketing 2.0
   Roadmap




                               Q1   Q2   Q3       Q4
Markets Online Research
      E-Surveys
      Web Marketing Research
E-Branding
      SEO
      Corporate Blogs
      Mobile Marketing
E-Product Marketing
      SEM
E-Advertising
      Contextual Marketing
E-Promotion
      E-Quizzes
      E-Coupons
E-Audit
      E-CRM
E-Commerce
      E-Commerce Portal




                                              YOUR LOGO
Page  9
Attract Oriented Traffic & Build Loyalty
   E-research




            E-Surveys
            • Supporting relationships with customers;

            •Access clients’ satisfaction regarding CarJet;

            •Defining competitive environment.




            Web Marketing Research
            •Identify and define marketing opportunities and problems;

            •Evaluate marketing actions;

            •Impact of CarJet marketing mix decisions regarding customer behavior.




                                                                                     YOUR LOGO
Page  10
Attract Oriented Traffic
   SEM




            SEM
             Search
             Engines
                          AdWords
                                                Alquiler coches baratos
                                                         madrid
                           Long Tail Keywords
              SEM                               Alquiler coches sevilla
            Competition                               santa justa




                                                                          YOUR LOGO
Page  11
Attract Oriented Traffic
   SEO




            SEO
             Search
             Engines
                        Relevance
                                     Afaf
                                       Enhance user experience



                                      Use keywords on the website


            Page Rank   Popularity     Engage with traffic driven
                                              partners



                                                                    YOUR LOGO
Page  12
Attract Oriented Traffic
   Attract Oriented Traffic
   E-promotions
   SEO




                 Phase 3

                 Phase 2
                                      E-QUIZZES in travel
                 Phase 1                 communities


            Travel communities

                                  Rewarded with E-COUPONS




                                 Redirect to Carjet website to do
                                           the purchae




                                                         YOUR LOGO
Page  13
AttractOriented Traffic
              Oriented Traffic
   AttractMarketing
   Contextual
   SEO




             Keywords                                                  Theme
                                           Google
                                          AdSense




            Prospect generation for lower cost when compared with traditional media



                                                                               YOUR LOGO
Page  14
Attractloyalty
   Build Oriented Traffic
   Corporate blogs
   SEO




            Community    Leverage brand       Rules &
              Brand       with customer      Moderation
            Experience     satisfaction                  Censor Comments



                                     Risks

                                          Negative Comments
                                          Insufficient Bloggers

 GOAL:
 Ratio of 2:1 of good/bad comments
Page  15
Attractloyalty
   Build Oriented Traffic
   Mobile marketing
   SEO




            Barcode Coupons




                                Mobile Apps


                  Pull Strategy Timeline

                                              YOUR LOGO
Page  16
Build loyalty
     E-commerce




                           Create Marketplace




                Gather
              Customer                       Improve
                                                   .
             Information                  Commercialization
                                             Process
                                                    YOUR LOGO
Page  17
Build loyalty
      E-CRM Program




                            Marketing strategy
                         Improve decision making process




Tracking Behaviors
         Integration
       Service levels
     Data Availability
                                              Targeted Actions
                                                 Tailored offerings
                                                   Suggestions



                                                  YOUR LOGO
 Page  18
Conclusion


                                  E-PRODUCT MARKETING


               PRICE                PRODUCT
                              E-RESEARCH


            E-COMMERCE         E-PROMOTION
                                          E-ADVERTISING

               PLACE                PROMOTION
                                   E-BRANDING



             Attract Customers & Ceate Loyalty
                                                    YOUR LOGO
Page  19
YOUR LOGO
Page  20

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Carjet Group B

  • 1. Digital Marketing Plan YOUR LOGO Page  1
  • 2. Today we will discuss…  Overview of CarJet  Challenges  4P’s  Company goals  Tools & Techniques  Conclusion  Q&A YOUR LOGO Page  2
  • 3. CarJet Company profile Mission “Provide our customers with the same level of Low-cost online car rental ethical, responsible and realible shopping here on- line as they demand (and get) in their off –line worlds” Worldwide Presence Returns & Refunds . Present in 57 countries. No penalties Flexibility Excellence in service Customer Feedbsck Website design Permanent investment in technology Staff feedback Front-desk Staff Price YOUR LOGO Page  3
  • 4. Challenges 4Ps The current new Marketing 2.0 In the Market, there is a big imbalance between consumption and spending in terms of online and offline media
  • 5. Challenges 4Ps The current new Main Threats This s a placeholder text. Competition Increased Costs Customer • Low cost rental Retention agencies • CPC’s for SEM and Affiliates are • No loyalty • Cross-Selling “all- increasing platform or inclusive” rewards program packages
  • 6. Thecurrent 4P’s The new new 4Ps Current status Personalization Peer-to-peer •Minimum level of personalization •Peer-to-peer interaction not available •Long registration process •No presence in socail networks •“Customer Zone” add little value (Facebook) Participation Predictive modeling • No user participation • Not even close (all other Ps lagging • Reviews done via 3d party web-sites behind) • Often paid reviews
  • 7. The new 4P’s Future Vision Peer-to-peer Personalization • Leverage social networks – user interaction • Login with your Facebook or other social encouraged network profiles • CarJet community – an environment where people • Option to personalize the page according to want to share their experience and are rewarded for your preferences doing so • Rate user experience on the web-site • New user acquisition is easier through recommendations via social media Participation • User Travel blogs: embedded through LJ, Predictive Modeling Facebook or own •Ongoing monitoring of the social platforms to • CarJet online community – CarJet Club understand and predict user trends (rewards for most popular bloggers i.e. •Anticipate latest changes and adopt them quickly discounts) •User privacy is taken seriously • Competitions i.e. Best weekend travel picture.
  • 8. CarJet Company goals Increase business by 40% outside the UK Attract oriented traffic Build loyalty  Web Marketing Research  E-surveys  SEM .  Corporate blog  SEO  E-CRM program  E-promotions  E-commerce  Contextual marketing  Mobile marketing YOUR LOGO Page  8
  • 9. Direct Marketing 2.0 Roadmap Q1 Q2 Q3 Q4 Markets Online Research E-Surveys Web Marketing Research E-Branding SEO Corporate Blogs Mobile Marketing E-Product Marketing SEM E-Advertising Contextual Marketing E-Promotion E-Quizzes E-Coupons E-Audit E-CRM E-Commerce E-Commerce Portal YOUR LOGO Page  9
  • 10. Attract Oriented Traffic & Build Loyalty E-research E-Surveys • Supporting relationships with customers; •Access clients’ satisfaction regarding CarJet; •Defining competitive environment. Web Marketing Research •Identify and define marketing opportunities and problems; •Evaluate marketing actions; •Impact of CarJet marketing mix decisions regarding customer behavior. YOUR LOGO Page  10
  • 11. Attract Oriented Traffic SEM SEM Search Engines AdWords Alquiler coches baratos madrid Long Tail Keywords SEM Alquiler coches sevilla Competition santa justa YOUR LOGO Page  11
  • 12. Attract Oriented Traffic SEO SEO Search Engines Relevance Afaf Enhance user experience Use keywords on the website Page Rank Popularity Engage with traffic driven partners YOUR LOGO Page  12
  • 13. Attract Oriented Traffic Attract Oriented Traffic E-promotions SEO Phase 3 Phase 2 E-QUIZZES in travel Phase 1 communities Travel communities Rewarded with E-COUPONS Redirect to Carjet website to do the purchae YOUR LOGO Page  13
  • 14. AttractOriented Traffic Oriented Traffic AttractMarketing Contextual SEO Keywords Theme Google AdSense Prospect generation for lower cost when compared with traditional media YOUR LOGO Page  14
  • 15. Attractloyalty Build Oriented Traffic Corporate blogs SEO Community Leverage brand Rules & Brand with customer Moderation Experience satisfaction Censor Comments Risks Negative Comments Insufficient Bloggers GOAL: Ratio of 2:1 of good/bad comments Page  15
  • 16. Attractloyalty Build Oriented Traffic Mobile marketing SEO Barcode Coupons Mobile Apps Pull Strategy Timeline YOUR LOGO Page  16
  • 17. Build loyalty E-commerce Create Marketplace Gather Customer Improve . Information Commercialization Process YOUR LOGO Page  17
  • 18. Build loyalty E-CRM Program Marketing strategy Improve decision making process Tracking Behaviors Integration Service levels Data Availability Targeted Actions Tailored offerings Suggestions YOUR LOGO Page  18
  • 19. Conclusion E-PRODUCT MARKETING PRICE PRODUCT E-RESEARCH E-COMMERCE E-PROMOTION E-ADVERTISING PLACE PROMOTION E-BRANDING Attract Customers & Ceate Loyalty YOUR LOGO Page  19

Hinweis der Redaktion

  1. Searches are bread and butter stuff for users looking for car rentalcurrent heavy SEM competition among operatorsfocus on long tail, keywords: alquiler coches baratos madrid atochaalquiler coches madrid ofertasalquiler coche sevilla santa justa…AdWords investments:Max payment: €300wk /7days /10CR *20%cost of sales = 0.85 €Daily budget: 0.85click*10CR*100rentals = 850 -> Yearly budget: 310.000
  2. Searches are bread and butter stuff for users looking for car rentalCarJet currently unlisted in first 100 google results (long/short tail) at leastSEO techniques:Work on relevance: look and feel of a car rental page + use of keywordsWork on popularity: engage new partners to drive traffic to Carjet’s site with related product promotions when renting a car | tripadvisor
  3. Keywords - Better matching to context than thematic approachTheme - Precise semantic matching to context by use of long tail keywords
  4. 1 stage – start with a low-cost strategy – bar codes – easy and cheap to implement and really practical for the client (ex- starbucks)2 stage – mobile apps – higher cost, not a priority- long-term investment
  5. Marketplace – competitorsandeffectivenessGatheringcustomerinformation - Clients’ detailed information and behavior patternsImprove the commercialization process – clients know more, have all the information creating loyalty. Provide added value services in order to convert clients into loyal clientsMore effectiveandcheaper
  6. Focus more on Product and Promotion, attraction and loyalty