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Shell Digital Marketing Strategy

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ADV 420: Shell Digital Marketing Strategy

Veröffentlicht in: Bildung, Business, Technologie
  • Love the report. Just one question: How did you get the 515,000 budget? (Did you calculate it? And if so, how?)
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Shell Digital Marketing Strategy

  1. 1. ShellTechnology. Innovation. Crude Oil. Natural Gas. Digital Marketing Strategy Samantha Flynn
  2. 2. Challenges Goals Disloyal Customers  Increase Customer Loyalty Lack on B2C Communication  Improve B2C Communication Competitive Industry  Meet Global Demand Economy Driven Market  Deliver Sustainable Growth Technological Advances  Increase Visibility On The Web  Electric And Hybrid Cars  Keep Up With Technological Advancements
  3. 3. Campaign Theme Friendly  Innovation Interactive  TechnologyTarget Audience Men And Women  Household Income: $30,000+ 16 Years Old And Up  Full-Time Student Middle To Upper Class  High School Education And Above Urban and Rural  Part/Full-Time Employment Legal Drivers License Has An Automobile
  4. 4. Social Media Sites:  Facebook  Twitter  YouTube  Shell Channel  Foursquare No Additional Sites (Company Site Only) Brand Image And Consistence Similar Appearance
  5. 5. Internet Marketing Google AdWords Social Bookmarking Keywords:  Shell, Shell Gas, Shell Gasoline, Shell Gas Station, Shell Oil, Gas, Gasoline, Gas Station Increase SEO, Click-Through-Rate, Visibility Banner  Toyota, General Motors, Volkswagen, Ford, Honda
  6. 6. Mobile Station Locator Station Prices Reward Points Miles Per Gallon Smartphone Application QR Code At Every Pump And Print Ads
  7. 7. Blogging Internally  Employee Comments  Company News Externally  Videos  Customer Reviews  Press Releases
  8. 8. Campaign Evaluation Tools  Google Analytics  Free  Unique Codes Measures (Before And After Campaign)  Traffic  Progress And Efficiency  Company Growth  Customer Sales
  9. 9. Budget Estimated $515,000 a year.Fund Allocation Social Media  Blogging  $25,000  $5,000 Internet Marketing  YouTube  $270,000  $15,000 Mobile  $200,000
  10. 10. Timeline Advertisements Will Increase During:  Summer  Holidays  Poor Economy Social Media, Blog  Daily Basis Mobile  Monthly Mobile  Quarterly

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