Internet Marketing - assessment 2 .
albert69
InternetMarketingedited.pptx
Online Media Campaign
Annabelle Foo- 19432320
Kunal Bhartia- 18929216
Tran Thien Chi- 19223663
Lakshya Nagpal- 19345622
Content Page
Client Overview
Market Analysis
Campaign Goals and Objectives
AdWords Strategy
AdWords Groups
Campaign Budget
Geo-Targeting
Measuring Metrics
Other Recommendations
Conclusion
Client Overview
Innisfree was launched by the largest skincare and cosmetics company in South Korea in 2002.
First store in Singapore on November 22, 2013
Korean brand with several stores in Singapore
Sharon Chew- Assisting marketing personnel
Innisfree is known for being South Korea's first all-natural brand
Client Overview
Innisfree owned media includes website and social media (Facebook and Instagram)
Innisfree Social Media is not up to date
Innisfree lacks brand awareness and consistency
Innisfree Social Media lacks interaction and engaging posts
Facebook account: 146,292 people follow
Instagram account: 46.7 K followers
Etude House’s
Website
Market Analysis
| Target Market | 21 – 50 years old, Middle Income, Both Genders |
| Geographic | Singapore |
| Psychographics | VALS: Believers, Experiencers |
| Behavioral | Benefit sought: Health benefits |
| Direct Competitors | The Body Shop, Dr. Oracle, J.One |
| Market Position | Sustainable products with reasonable prices |
| Current Trend in the world | Healthy lifestyle and skincare |
Campaign Goals & Objectives
Increase online presence
Increase brand image and brand awareness amongst onliner users
Increase brand’s website traffic by 16% based on current rate at the end of November 2019.
Increasing among of followers and likes on Facebook and Instagram by 20% end of November 2019.
AdWords Strategy
Maximize Clicks
Target Daily Budget
Google Ads system automatically sets maximum
cost-per-click
Simplest way of Bidding
Sets a budget, Automatic pre-set for Ad Groups,
Keywords or placements
In control with Settings
Prevents bids from setting over an amount
AdWords Groups
Innisfree Singapore Campaign
Body care
Skincare for men
Skincare for women
Makeup
1
3
2
4
AdWords Campaign
Ad-Text and Ad Group:- Skincare for women
Keywords:-
Exfoliate
Essential oils
Collagen
Cosmetics
Soap
Negative Keywords:-
Cystic acne
Acne
Ad-Text and Ad Group:- Skincare for men
Keywords:-
Facemask
Best eye cream
Best facial in Singapore
Fragrance
Toner
Negative Keywords:-
Skin cancer
Pimples
Ad-Text and Ad Group:- Body care
Keywords:-
Facial Products
Shampoo
Curly Hair
Men Haircut
How to grow hair faster
Negative Keywords:-
Eczema
Acne scars
Ad-Text and Ad Group:-Makeup
Keywords:-
Makeup
Cosmetics
Concealer
Blush
Beauty
Negative Keywords:-
Combination skin
Winter Skincare
Campaign Budget: Daily/Weekly plans
Monthly Earnings
Innisfree
$52 (average price) x 10hrs = $520
Total Profit / month = $520 x 30
= $15,600
Monthly Budget Estimation (5%)
5% x $15,600 = $7800
*All calculations in Singapore Dollars (SGD)
The budget that was initially set will be based on the amounts of clicks, CPC and CTR. The hourly budget will be set on $40 in which came from the average earning of selling one product in one hour ($40 because there are different kinds of products available, which include skin care and body care and other hair care products). This $40 will be times 10 hours which came up to $400 daily. The total profit in a month will be estimated around $12000. Then the monthly budget estimation (based on 5%) will come up to be $600. All of these calculations are based on Singapore Dollar (SGD).
Goals for Impressions, Clicks, CPC & CTR
Impressions
630,000
Clicks
21000
CTR
3.3%
CPC
$ 0.48
Geo-Targeting
Physical Store Based Business
Main focus on Central Area and within 5 km around Orchard
Top result on Google search on Innisfree in Singapore
Proposed Success Metrics
Google Analytics
Provided by Google AdWords
To assist client’s business Check on Customers Action
Increase Conversion and Return on Ad Spend
Conversion Tracking Tool
Provided by Google AdWords
Track on ROI
Allow to reevaluate budget spending
Other Recommendations
Viral Marketing Strategy
Improving and Increasing Social Media exposure
Thank You!
