Targus digital-marketing-by-Deepak-K-Rana

• 1. Stefanie Ahlers | Deepak Kumar | Faizan Ali | Giacomo Alpago Team 3

2. Company Overview Name: Targus Inc USA 1988 Manufactures and Supplier: case and accessories for laptops, smartphones, tablets TODAY: 45 offices 145 countries (Direct distribution) 104 employs (EMEA Region) Current Traditional Method B2B Retailers, Resellers OEM Dell, HP etc. Future B2B (win/win) Creating more values via Digital Marketing Techniques B2C (interaction) Direct interaction with Customers via web portals and social media 3. Targus SWOT STRENGTHS Globally well known trusted brand Design techniques emphasize on latest fashion and style Using high quality durable material Strong partnership with Dell and HP etc WEAKNESSES limited retail presence/ small distribution network Continued financial viability depends on outcome of proposed promotional activity OPPORTUNITIES Anticipated expansion of Laptop & Tablet market from impending laptop product launches Shorter product life cycles for Mobile phones, Tablets etc, is providing higher market demand THREATS Beklin and other brands are growing fast using digital marketing techniques. SWOT 4. Competitor Analysis Belkin Samsonite Case Logic Successful digital campaigns. People inspired products brand initiatives. Rapid innovation of mobile devices (constantly upgrading the dimension of protective casing. Holds larger number of Mobile patent. Single item purchasing behaviour of customer for Belkin products. Low involvement products. Strong hold on market. High sales growth and revenues. Good distribution and Sales network. Doing the Campaigns, which are 100 percent digital. Frequent change in price. Cannibalization from the partners. 30+ years of experience Strong distribution networks Low brand awareness. only 70 % of people say they know case logic. Very very less digital presence Digitally strong 5. Website Comparison Tragus website overview 1. Information driven website 2. Bread crumbing links are to be build for better SEO purpose 3. Where to buy has limited capabilities 4. Poor Interaction / Lighter colors 5. Product ID number is being used on the website URL Targus Belkin Belkin website overview 1. Selling products online directly 2. Bread crumbing links are being used for better SEO purpose 3. Cross selling options are available on the right side 4. Free delivery highlighted to use maximum impact 6. Targus requires an effective Digital Marketing Strategy.. . But why? 7. Digital Strategy - RACE To increase the Targus website visibility and products sales by using innovative digital marketing methods. Objective ACT & CONVERT Conversion rate optimization Lead generation Personalized experience REACH SEO / PPC Affiliate marketing Online PR Social Media ENGAGE Social Media 8. Digital Marketing *TV Advert strategy: BT case study on the TV advert created a story based TV advert which created high impact to customers Driver Strategy Objective PPC Main keywords analysis Immediately increase visibility SEO Optimize the key pages Long term visibility increase Affiliate Lead generation Detecting sales conversions Online PR Reputation management Gain customer trust Social Media Customer Engagement Earned Media, promote new products YouTube Interactive engagement Provide entertainment to customers TV adverts Interactive engagement Provide entertainment to customers 9. Keywords Reach ( monthly) Bid cost per click Competition messenger bags for men 27100 0.58 High leather laptop bag 8100 0.59 High mobile accessories 14800 0.18 Medium phone cases 74000 0.44 High ipad covers 60500 0.51 High PPC v/s SEO Strategy Pay Per Click - Analysis * Report generated 12/06/14 using Google Keywords Analysis Tool. With the help of Google Adwords on the relevant pages we are able to promote Targus products instantly to end customer. With the help of SEO, which is a slow process, we will be able to optimize the same high relevant keywords and bring Targus website #1 page of Google. The organic method requires on-page, images, alts, meta tags optimization. 10. Social Media Engagement It is very important that Targus involves Social Media platforms to reach customers Video adverts are particularly useful (each episode will tell a story of the products) 11. Social Media Users 12. YouTube / TV Commercial Example BT is using Story telling technique to interact with customers - Episode #1 Story telling techniques go viral people share their experience 13. Episode #2 YouTube / TV Commercial Example 14. Optimize Targus Web Presence Targus Website will include: 1) Personalized channel where customers can customize their own bags (choose the color, signature, etc.) 2) Ecommerce Solution 3) SEO Optimized website required. visit frequency will increase - value of existing loyal customer will increase WebsiteApp Targus APP will include: Augmented reality adverts optimization Online shop Nearby stores Customer service * 49% of UK consumers think personalization is important. Source: Econsultancy 15. Augmented Reality APP Augmented Reality based app can be used to provide live information of Targus Products. App can also be used to provide interactive how to use guides. 16. Inbound Marketing Funnel digital marketing visitors on website affiliate connections create leads profits - win / win From Traditional marketing techniques to Digital Marketing techniques, all will help in creating awareness. We will create interactive campaigns, such as youtube interactive videos, social media engagement, which will eventuall help in generating interests. Once users start to visit Targus website, we provide them with exclusive personalized experience. Experience will help in increasing Sales for Targus. CRM 17. Demand Curve With the help of an effective marketing campaign, we will be able to shift the demand curve and which will eventually increase sales for the Targus products and services Digital Campaigns 18. 4 Is share profit to charities will bring emotional appeal of customers increasing the number of reviews, more engagement by personal chatting whilst purchasing the products encouraging customers to post videos and get likes those with the maximum likes get the bags free Involvement Interaction InfluenceIntimacy personalization of the products 19. Reviews & Rewards By providing a personalized digital experience to the customers, we are able to earn their trust, where customers can share their experience on the social media website. For all the returning customers, we provide them with sufficient rewards in order to keep bringing them back. Example of Barclays reward scheme. 20. Analytics to re-engage 21. Conclusion PROFIT invest in new products/diversification MARKET SHARE increase frequent buyers bring them back BRAND AWARNESS & POSITION exceed their expectations increase brand reputation DIGITAL STRATEGY increase digital presence engage with customers 22. Q & A THANK YOU Stefanie Ahlers | Deepak Kumar | Faizan Ali | Giacomo Alpago Team 3