Case study - Robert Patton

Online Marketing

March 2015

Factors To Consider

• The audience/your target market

• Management of online marketing

• Maximise effectiveness - segmenting

and targeting specific customer

groups

• Relevance of content and messages

E-Commerce

• Unique selling points

E-Commerce

• Customer loyalty

“It is generally accepted that it costs

three times more to find a new customer

than to sell to an existing customer”(Chartered Institute of Marketing)

Email Marketing

• Extremely effective way of

communicating with your customers

Email Marketing

• Segment customers effectively

Tips For Successful Email

Marketing

• Regularly “clean” your lists

• Research subject lines

• Research best days and times

• Use effective call to actions

Social Media

• Use the platforms that are relevant to

your business

• Brand building rather

than sales tool

Facebook

• Use insights to target your audience

when they are more likely to be online

Facebook Ads

• Effective in targeting particular

customer segments

Twitter

• Tweetdeck extremely useful for

managing Twitter account, hashtags

etc.

Google Shopping

• Acquire new customers

Google Shopping Tips

• Once you acquire a customer as a

result of paid advertising use marketing

tools to retain these customers

• Promote only products that you are

competitive on

• Test – be sure your ads are being

shown to the right audience