Final Project Presentation

Here we introduce to you a brief comparison of a national and international banking companies.

BHD LEON AND BANK OF AMERICA

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GOOGLE ADWORDS

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BHD LEON

  • Business Goals: work to be an efficient and profitable provider of financial, personal and business services, in the local and international market. Fulfill their social function, guaranteeing the satisfaction of their customers, employees, and shareholders, supported by the development of their human capital and modern technology, in accordance with the highest ethical and legal principles.
  • Campaign Objectives: Be the predominant group of financial services for the Dominican Republic , with profitable growth , which will satisfy the needs of personal , business and corporate customers , through our human capital, technological capacity , reputation and brand awareness of our wide our customer base and supply channels to serve .
  • Service offer: Checking and Savings Accounts, Retirement Accounts, Mortgages, Credit Cards, Alternative Investments, Financial Management, Safe Deposit, Various types of consumer loans
  • Target Market: People with financial needs from 18 years and above.

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  • Acquire service Motivations:
    • Safe place for your money
    • Internet Banking
    • Offers provider
    • Rewards given
    • Lower rates in the market
    • General words to find your service
    • Credit cards
    • Loans
    • Bank account
    • Debit card
    • Safe deposit
    • Payment orders
    • Money transfer
    • Internet banking
    • Vehicle loan
    • Mortgage loan
  • Campaigns:
    • BDH LEON AD
    • BHD BANK

Google Adwords

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Farmacia Carol

  • Business Goals: To offer clients the best pharmacy service in Dominican Republic, managing to satisfy their needs of medicine, nutrition and personal care in a friendly and highly professional environment that exceeds the expectations of service.
  • Campaign Objectives: To be the preferred pharmaceutical choice to Dominican families.
  • Specific Product Offering: High variety of medicine and personal care products.
  • Target Market: Everybody in the need of medicine.
  • Purchase Motivations:
    • Why would they be interested in the product offering?
      • Because they offer the biggest variety of products in one place.
    • What would convince them to buy?
      • The well esteemed reputation the pharmacy already has.
    • Search terms they would use to locate the offering
      • Best health provider
      • Medicine
      • Pharmacy
      • Health carebru1 001
      • Insurance
      • Health
      • Hygiene
      • Personal care
      • Pills
      • Best service
    • Campaigns:
      • Medicine
      • Cosmetics
    • Keyword Report
    • Ad Report

Online Ads, E-mail and Social Media Marketing Campaigns

crm_model 12-steps

Describe the major customer acquisition techniques and describe how these organizations carry out campaigns with this objective. If they don’t execute these types of campaigns, then provide suggestions on how they could do this.

  1. Knowing what’s the business’ position in the market: Before dispatching a securing technique, its imperative to for a business to know where it is inside of its segment. It should as of now have an abundance of explanatory experiences on key measurements and have admittance to key execution measures on how your computerized channels are performing.
  1. Objetives: Any successful strategy, has its goals laid out in regards to what he business is planning to accomplish and why. A possibility for this would be to discover the business’ savvy destinations.
  1. Who is your target audience? Having a client history and kind of gathering of people arrangement is fundamental to draw in clients. To breathe new life into this, it is essential to know and comprehend who the business is planning to concentrate on, subsequently, the business can now whose consideration they have to discover through their advertising.
  1. Choosing the right acquisition tactics: Presently start to characterize how the target will be acknowledged by recognizing which computerized elevating strategies you plan to use as a procurement system. To anticipate the completing of the target, the right strategies should be utilized. The picked strategies should be advocated from the discoveries uncovered in assessing the current client.
  • Macy’s: Macy’s has set up their objectives and has positioned in the top 3 brands in the market. By using vertical retailing as a strategy to control quality and cost while offering exclusive products Macy’s is able to compete with their main competitors and keep their customers influenced by their brand. Also by continuing to launch new brands, Macy’s is diluting what they currently carry with similar merchandises and Macy’s strategy of the Millenials customer is making them take a high share on the retail business.
  • American Airlines: American Airlines has also set up their objectives and is competing effectively with the main airlines in the market, mainly in America. They target anyone that needs to travel throughout America offering the cheapest the tickets with comfortable planes. American Airlines has now merged with US airways in order to get a higher share on the market to leave their competitors behind.
  • Farmacia Carol: has launched a process of change with a new focus on their main objective is to have as its operations center customer. They target anyone that needs medicines. Their mission is to Offer our clients the best service Pharmacy in Dominican Republic, managing to satisfy their needs medicine, nutrition and personal care in a friendly and highly professional environment that exceeds the expectations of service.

Describe the services of an ad serving company and explain their method of targeting ads. For the Dominican company, would you suggest that they advertise online using an ad serving company, pay per click ads, or instead advertise on Facebook or another social media platform? Explain your recommendations. For the other two companies, investigate what type of online advertising and/or search engine marketing campaigns they have.

Advancement serving organizations are organizations that give the innovation and administration that places notices on sites. They give programming to sites and promoters to serve ads, tally them, pick the ads that will make the site or promoter most cash, and screen advancement of distinctive publicizing battles. Advertisement serving organizations have distinctive systems for targeting their ads which are:

  • Behavioral Targeting: Using a profile of former behavior from the viewer to figure out which advertisement to demonstrate amid a given visit. For instance, targeting auto ads on an entryway to a viewer that was known not went by the car segment of a general media site.
  • Contextual Targeting: Inferring the ideal commercial situation from data contained on the page where the advertisement is being served. For instance, setting mountain-bike ads naturally on a page with a mountain biking article.
  • Creative Optimization: Using trial or prescient strategies to investigate the ideal creative for a given advertisement arrangement and abusing that determination.

Macy’s: Macy’s is focused on making entertain and innovative promoting comercials or ads that will represent their values and purposes to their customers. The way that Macy’s is retaining their clients by their M.O.M strategy is making them to keep positioned at the top 5 of the retail market. Whether through interpersonal organizations, versatile applications or computerized telecast mediums, Macy’s is making their customer feel the experience of being part of the Macy’s Family. With customers investing and spending more time on the web Macy’s is taking this in their advantage by making their ads more attractive and use it to influence their customers. I think Macy’s is implementing very good strategies in order to keep growing and taking a good view from their customers.

American Airlines: American Airlines is running a new advertising campaign highlighting its decades of service on these routes. In addition to travelers from the entertainment business, American is also attempting to reach those in the innovative business, “Wall Street types,” and “people we normally target for corporate sales. Digital advertising includes three 15-second videos, all featuring vintage black and white movies of American’s transcontinental service juxtaposed with their 2014 shading counterparts.

Farmacia Carol: they use their online network to receive queries, to inform what they have been doing in the country and as for social media marketing I suggest Farmacia Carol should enhance more and start making more social media and online ads for example in Facebook in order to call the attention of the customers they don’t have.

Describe the steps involved in developing an email campaign and explain how each organization is performing these activities.

1. Know Your Audience: Creating a successful email marketing campaign starts with defining your readers. Take some time to take a seat and really determine who will be reading the emails you will be sending.

2. Create a Content Plan: Once you have identified your audience next you must develop the actual content for your emails. This step is crucial so take your time and consider exactly what message you want to send and how you want to convey it. One of the hardest things for most new email marketers is concocting what to write about.

 3. Choose a Delivery Rate: Since you have content and a plan, concocting a delivery rate is the next step. Best practices suggest, don’t send your correspondence too frequently as that may be off-putting to both current and potential customers.

4. Setup Your Email Account and Email Marketing Provider: Since you have content and a plan, concocting a delivery rate is the next step. Best practices suggest, don’t send your correspondence too frequently as that may be off-putting to both current and potential customers.

5. Build Your List: As you begin your email marketing a continual goal ought to be to assemble your list, grabbing as many interested subscribers as possible. There are numerous ways to do this depending on your audience, for example, Opt-In forms embedded into your website, or as a pop-up. You can also utilize social media and other channels of advancement to increase your subscribers.

6. Track Results & Make Adjustments: Once you have complied your email list and sent out your email marketing organization, now is the right time to monitor your success. Be sure to be watchful of your headlines, content and timing. These are all factors that can have a major impact on your email campaign.

  • Macy’s: Uses email campaigning to make consumers aware of their new offers and new activities for the season. Also Macy’s sends them exclusive gifts that can be used in any Macy’s store. You just need to subscribe and leave your email.
  • American Airlines: One strategy for progress in the e-mail marketing space is as simple as a friendly reminder or reminders and American is using this. Also important to note, every e-mail American sent to a site visitor featured rich visual content. American Airlines found that sending people pictures of their ideal destinations edged them closer to conversion.
  • Farmacia Carol: page states that email campaigning with its customers is not really marketing, but more of the business cycle use to place orders and make quotes besides getting to know what Carol is doing throughout the country.

Explain the elements of developing a social media marketing strategy and describe what social media platforms the organizations are using and how they are engaging with their target audience.

  1. Identify business goals: Look closely at the company’s overall needs and decide how you want to use social media to contribute to reaching them.
  1. Set marketing objectives: Have specific parameters that define when each is achieved.
  1. Identify ideal customers: Know the target audience’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections.
  1. Research Competition: Compile a list of at least 3-5 main competitors. Search which social networks they’re using and analyze their content strategy.
  1. Choose channels and tactics: Avoid wasting time in the wrong place. Know which primary and secondary social networks you should core interest.
  1. Create content strategy: Content and social media have a harmonious relationship: Without great content social media is meaningless and without social media nobody will consider your content. Use them together to reach and convert your prospects. 
  1. Allocate budget and structure: Make a list of resources needed, included the annual projected expenses.

-Macy’s and American Airlines: Macy’s and American Airlines are throughout all the social Media and what they look forward with these is not to bring more customers and keep the ones they have but also to interact with them and bring them a good experience of the company or business. Macy’s and American Airlines social Media Platforms are:

  • Twitter
  • Facebook
  • Youtube
  • Instagram
  • Google+
  • Tumblr

-Farmacia Carol: uses the social media in order to keep their customers and bring new customers that are in the competitions hand because their main objective is to become the #1 in the market of the Dominican Republic. Farmacia Carol Social Media Platforms are:

  • Facebook
  • Twitter
  • Instagram
  • Youtube 

In addition, for each example make sure to identify their target market; objective of the campaigns, and evaluate the design and execution of the online ads, email messages and social media presence.

-Macy’s:

  • Target Market: people from 8-35 years old
  • Objective of Campaign: attract and share experience with their customers.
  • Design and Execution of Online Ads: engaging and motivational ads
  • Email Messages: Good
  • Social Media Presence: very strong

-American Airlines:

  • Target Market: International and business travelers
  • Objective of Campaign: attract more business travelers that still don’t fly with them often.
  • Design and Execution of Online Ads: their ads make you feel the experience of flying with them.
  • Email Messages: good
  • Social Media Presence: strong

-Farmacia Carol:

  • Target Market: anyone that needs medicine
  • Objective of Campaign: be the #1 in the pharmacy market
  • Design and Execution of Online Ads: their ads are not very innovative or attractive so they should work more on them.
  • Email Messages: good
  • Social Media Presence: not strong

Bibliography:

online advertisements, email and social media marketing campaigns

CM

A) Describe the major customer acquisition techniques and describe how these organizations carry out campaigns with this objective. If they don’t execute these types of campaigns, then provide suggestions on how they could do this.

-Email promotions: helps improve the business relationship with the customer and it is very important for any online business success and any marketing strategy.

-Online advertising: are paid ads that publishers post on their websites to make them published your service or content, also attracts more traffic to your site but sometimes it can become really expensive.

-Search engine marketing: its purpose is to promote websites that according to your searching engine it would increase their visibility in your search result page

-Social marketing media: is the procedure of picking up site activity or consideration through online networking destinations

-Affiliated programs: Program that includes two or more companies that work in conjunction to give a certain level of advantage to one another

-Portal deals: an extraordinary approach to getting your best advertising materials into deals’ hands.

-Viral marketing (Word-of-mouth): A type of marketing that is done voluntarily by the clients of the advertising company.

-Offline advertising and promotion: this was implemented to mass media that implemented commercial messages to big audiences.

-Events and public relations: is the act of dealing with the spread of information of a product, service, etc. between an individual or an association and customers.

f21logoForever 21

This company is one of the biggest clothing stores in the U.S, this company has most of the techniques mention before, they have made a major advance through marketing and you can find them in almost every social media.They are keeping up with their clients and always offering new stuff through emails, also providing events and promotion for their customers.

Victoria’s Secret

This company has a made an impact in women’s daily live and their approach to the public has been great in the past few years. This company has offered most of the techniques stated before and they are always in touch with their clients, sending coupons or online discount in order for people to purchased and make customer feel part of their Brand as well.

Bank BHD Leon

Many banks have followed their lead; this company is a very good example of how marketing has to be done in an effective way in our country. This bank was the first of many to implement a credit card for the needs of women and they keep adding new things to their promotional market. I believe that they have implemented all the techniques above very effectively.

B) Describe the services of an ad serving company and explain their method of targeting ads. For the Dominican company, would you suggest that they advertise online using an ad serving company, pay per click ads, or instead advertise on Facebook or another social media platform? Explain your recommendations. For the other two companies, investigate what type of online advertising and/or search engine marketing campaigns they have.

-The services of an ad serving company is an important activity of third-party marketing services firms that match an advertiser’s need for targeted ad placement with a Publisher need for revenue-generating ad son its site.

-Method of targeting ads:

  • Data driven demographics: as its name implies, targets ads to people based on demographic information such as their gender, age range, income, ethnicity, etc.
  • Behavioral: ads are served up based on the interests of the website visitor.
  • Contextualcm 3: is a type of focused on promoting for promotions showing up on sites or other media, for example, something showed in mobile browsers.
  • Channel: is a method for characterizing diverse material segments of a site and applying a different arrangement of conveyance limits for every channel
  • Geographic: target an ad to specific visitors based on their location – including country, city, postal code, and other locale information.
  • Re-targeting: is intended for users who have already visited an online store and not buy anything, and encourages them to return through targeted advertising on the pages you visit later.

Bank BHD Leon:

Actually this company amaze me with their marketing provide to the public, this is because they have applied all the marketing features to their company there is not even one resource I could think of which they don’t have. One of the things that I think they should implement more is the ad, which I believe I haven’t seen much of them.

Forever 21:

-Social Media: Facebook, twitter, YouTube, Pinterest, Instagram

-Internet marketing: Google ad words (Exchange old for new), search engine marketing (Google, yahoo, bing)

-Mobile marketing: app development

Victoria’s Secret:logo-Victoria_s_Secret

-Social Media: Facebook, twitter, YouTube, Pinterest, Instagram

-Mobile marketing: app development

-Offline marketing: TV and radio ads

C) Describe the steps involved in developing an email campaign and explain how each organization is performing these activities.

Profile and segment list: the customer database should have data, the volume of which grows over time that allows a descriptive profile or segmentation analysis that produces typical demographic or lifestyle segments.

Establish a communication Schedule: the case of sending emails makes it tempting to send an email whenever the firm feels like it.

Developed specific program objective: each mailing should have its own specified target segment and specific objectives.

Write compelling copy: email copy should be only as long as it’s necessary to convince the recipient to take the desired action.

email

Structure your email to be received and opened: in their effort to control spam, ISPS has setup filters in an attempt to remove the offenders.

Create links to further information: the website must be examined to ensure that it is ready to receive visitors from the email.

Make it easy to readers to take action: marketers need to specify what it is they want recipients to do after recipients click-through to the site.

Test and revise the email: important things to test include the preheader, subject line and the offer. A test can be mailed to only a selected segment of the target list.

Measure results: results will also include maintenance issues like bounce backs and unsubscribes. Detailed reporting is usually available with most email service providers.

Integrate learning into the next email program: most organizations today will find themselves doing another email campaign rather quickly.

Forever 21, Victoria’s Secret, and BHD Leon are companies that know how to manage themselves very well through email. They have always performed a good service to their clients offering coupons and always keeping up to date on what i son the market.

D) Explain the elements of developing a social media marketing strategy and describe what social media platforms the organizations are using and how they are engaging with their target audience.

  • Listen: there are tools to trace kit, the best known of which is undoubtedly Google alerts

social

  • Communicate: Communication is always understood in the context and experience of the receiver, no matter what was intended.
  • Engage: the marketer communication needs to be relevant and engaging, or it will not work for the strategy.
  • Collaborate: product reviews are one of the important ways in which marketers can encourage customer collaboration. It provides content that is not only important to shoppers but to which social media marketers must listen, paying attention to both positive and negative reviews.

Forever 21: Facebook, twitter, YouTube, pinterest, instagram

Victoria’s Secret: Facebook, twitter, YouTube, pinterest, instagram

BHD Leon: Facebook, twitter, YouTube, pinterest, instagram

All of these companies are providing their support, offers and coupons also through this media. Customer are able to be up to date because of this engaging they have to the community, providing the best of all in the given areas.

E) In addition, for each example make sure to identify their target market; objective of the campaigns, and evaluate the design and execution of the online ads, email messages and social media presence.

  • Forever 21:
  1. Target market: Their target market includes all ages, genders, and sizes—anyone who understands the importance of fast fashion, but still appreciates affordable luxury.
  1. Objective campaigns: Forever 21 objective campaign is to increase their sales by promoting fast fashion model, getting new fashion trends to stores as quickly as it possibly can, and then selling at a low price. Teens are increasingly spending less on apparel. This makes Forever 21’s low price point’s key to getting the customer’s attention,
  1. Design and execution of online ads: Forever 21 makes efficient advertising by having famous artists on their promotional selection of today’s fashions, it reflects that their always changing and always in style.
  1. Email messages: They send coupons and offers through email to its entire customer, in order to keep up their contact.
  1. Social Media presence: They have a strong presence in social medias such as Instagram, Twitter, Facebook, and pinterest. In which they promote their clothes.

customer 1

  • Victoria’s Secret:
    1. Target market: Customers that are sexy, confident, and have a desire for sensual fashion; Targets middle class women; Ages 20-40; does NOT specifically target Young women; it also targets men shopping for girlfriend, wife, etc.
  1. Objective campaigns: To establish Victoria’s Secret as a top retailer of premium women lingerie
  1. Design and execution of online ads: in the design of an online ad, VS tries to promote their Brand by carefully selecting models they believe female customers will relate to.
  1. Email messages: their email message represent their essence by providing their customer with coupons and discount every now and then in order to be up to date with their customers.
  1. Social Media presence: Facebook, twitter, YouTube, pinterest, instagram, LinkedIn, Google+
  • BHD Leon:
  1. Target market: People 18 years or older searching for a bank to save their money.
  1. Objective campaigns: to be the best Dominican performing financial institution recognized by their closed relationship with its customers and to have the best people in the market.
  1. Design and execution of online ads: They are publishing many ads through instagram, television, radio, and banners. Recently theybhdleon started an advertisement on supporting all of the Dominican mothers, in mother’s day.
  1. Email messages: their email messages have gone far beyond the keep their clients informed of everything that is happening in the economy, besides every time their clients uses their credit card they informed them through an email as well.
  1. Social Media presence: Instagram, Facebook, twitter, YouTube

REFERENCES:

http://es.slideshare.net/Pengxuef/forever-21-digital-marketing-strat

http://es.slideshare.net/ElizabethLeinbach/victorias-secret-21695310

http://www.exacttarget.com/blog/email-campaign/

https://www.bhdleon.com.do/app/do/corp_prensa_det.aspx?id=1685

http://adexchanger.com/mobile/retail-brand-forever-21-ramps-up-on-mobile-facebook-with-sociomantic/

VIDEO MARKETING

video logo

-Determine your video content (and for whom)

This will define your path through the way on your video helping with the content you will make, who you are making this content for, what should people expect to take from this video as well

-Outline the video topics and types you’ll create

When creating a video is not only about you or who you are is knowing who you are targeting to but also what implementations you want to achieve with it, also aware of who is going to watch it.

Under this content we also have what are you going to do with your video and what kind of video should you record in order to achieve what are you looking for. For example:

  • Recorded webinars
  • Helpful how-to videosbarchart
  • Thought leadership interviews
  • Product explainers and detailed demos
  • Support-topic walkthroughs
  • Company culture videos
  • Customer testimonials
  • Documentary-like case studies, and more

Responsible for Content

This could be very delicate depending on your budget or what you are trying to aim. However, you should have someone that takes care of all the requirements needed to create a video such as scenography, scripts, concepts and so on.video communication strategy model copyEffectiveness

  • Creativity
  • Simplicity
  • Experience
  • Clearness
  • Promote action
  • Easy way to find you
  • Build a story

Promotionteam-pyramid

Promotions nowadays are one of the biggest ways to become successful. In order to be known and recognize you need to spread your voice and get notice. There is nothing wrong using certain medias in order to get some popularity among people. The key in this is to build a relationship with your viewers and showing them what you have. Some of the actions that may be taken in order to achieve this are:

-Guest blogging

-Email list content

-Social media

-Forum

-Groups

Content Publishing

In this case is where you are going to to publish your material in order for it to become public. As we said before it is really important to know what public you are aiming for in order to know where you are going to publish it. Even though YouTube is always a good idea you may also want to create your own blog or page so people can actually see your develop and any other interaction you may have with the interested people. Like a said since YouTube can be a good source, but they still only care about people entering their website and managing for the best toward them.Right-Way-to-Go-Digital

Perseveration and Innovation

This two will lead you to success in any ambit. This is because with perseveration you will keep going on further and giving your best at all times no matter what. When achieving this level of perseveration success is granted most of the time. With innovation you will keep your viewers intrigued with what new things you will come up next and never get bored of what you are portraying to them, that will also drag the attention of them at all times.


THE VALUE OF USING VIDEO


The value of using video is that you can create a story that many of us can be identify. This most o f the times create a connection between the customer and the company providing the service, goods or any other thing available in the market. Although over the years this kind of marketing are only going to increase, because it work hand in hand to technology which, is in the era we are living now. New forms may come in the way but there is nothing more powerful than actually watching a 30 second video in which they create a story with plenty of feelings where you can feel identify and moved.

NIKE’S FIND YOUR GREATNESS CAMPAIGN

As we have said since the beginning creating a story is much more valuable than actually talking and bragging about your brand. In this video we can perceived how Nike create an emotional connection with their customer and their brand in order to form a bond between them. Creating a story through out an ad is the best way to connect with people is what makes us human touching our deepest level in order to find our motivation and establishing a connection. With this video they try to achieve motivation for a lot of people to do things they were scared to do or never had the courage to do it, but with this campaign they gave confidence to the spectator to achieve something new.

Nike: Find Your Greatness 

SOURCES:

http://www.vidyard.com/blog/how-to-develop-a-video-marketing-strategy/

http://www.regalix.com/by_regalix/insights/articles/elements-of-a-successful-video-marketing-plan/

http://www.business2community.com/content-marketing/5-key-elements-successful-content-marketing-strategy-0947654