E-Commerce Optimization and BrandingConsumer Electronics
An existing electronics brand was diversifying its portfolio of products and wanted a comprehensive brand awareness strategy both online and offline.
The effort vastly improved the company’s awareness, they knew that in order to succeed in this era of technology their marketing efforts needed to be much more diversified than what they were. They turned to the Digital Devils Advocate to improve their online sales.
challenge
The customers were already aware that this brand sold a certain set of products. Therefore, when the brand decided to expand its portfolio it needed to make sure that it would receive the same trust from its new customers that it did from the old ones. The brand was in need of a marketing strategy to complement the existing one. Here were the things we focused on:
- Proper introduction of the new products:
The communication strategy for the new line of products needed to address the issue of trust and commitment to the customer.
- Customized marketing campaigns for the new products:
The new line of products needed to have a customized marketing campaign tailored to its strengths. At the same time the new campaign was not to cause confusion in the mind of the end consumer regarding this brand’s older line of products.
- Defining success metrics for e-commerce optimization:
It was important to define metrics of success in order to be able to measure the results in a manner that made sense to the management. Proper e-commerce funnels needed to be devised in order to make maps of a consumers journey from awareness to acquisition.
solution
E-Commerce funnels were devised to study consumer journey in Google Analytics.
Communication strategy for the new line of products was devised based on the USP of each new product.
Metrics of success were devised based on the sales analysis of the existing line of products. As these could easily be modified to measure the success of the new line.
results
The brand successfully launched a new line of products with a new communication strategy in place. The products are selling well and the e-commerce funnels are working as expected. A full report is expected at the end of the year.
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