Section E: Agency Pitch Campaign Analysis

Task Ei:

Traffic

The use of analytics put into the blog to track user traffic over time would ultimately help us identify our objectives and track key statistics.  This graph shows the traffic from the creation to current date of the blog. 

Of these 849 views 577 were unique. The table below also shows returning and type of visitors.  From the chart below you can see that out of 577 people that visited the blog 54.59% came from an organic search term in Google, which shows we achieved our objective of 200 unique views.

Referral Traffic

The pie chart to shows sources of our referral traffic. We have had 224 visits the majority of which coming from Moodle (62%) we can assume this is our assignments were posted here.

Search Terms

This shows the keywords the Google Analytics and Webmaster Tools think we have the most significance in.

Keywords that we ranked for:

“dmcm1213”- 2^nd

“digital marketing communications management 2012” – 1^st

“Bitten by Design Marketing” – 1^st

“Fatso’s filling station Manchester”- 9^th  

“Corporate platters Manchester” we don’t rank for this key term. This is what the product we chose to market is. 

Discrepancies

When looking at traffic we see that there’s a discrepancy between the data from Blogger & Google analytics. Analytics shows that there’s been 2,935 page views whereas blogger shows 3,014.

Task Eii:

One thing that happened was a blog post was being ranked higher than the actual blog. We wanted the main page to display first, to ensure this we set a redirect on that particular page, this solved this issue.

To get referral traffic we had a backup blog to help with distributing our content, this was done with another blog: http://bittenbydesignmarketing.wordpress.com/, Twitter: @bittenbydesign1, and Facebook: http://www.facebook.com/BittenbyDesign.dmcm1213.

With the Facebook page, we gained 11 likes and only 1 person shared the content. This makes us wonder whether the Facebook campaign was successful and if instead should have focused on a different content distribution stream.

To help with organic SEO we made sure each post, had the appropriate backlinks and key words embedded.

Task Eiii:

On reflection, the search term derived from the product we were to market, “corporate platters Manchester”, was overlooked when copywriting this meant it didn’t rank because we focused on other search terms. The SEO conducted did work, although not for the client but the agency. It would have been useful to have a real world client to improve the blog and gain more hands on experience.

Another issue was the lack of content on the blog, we initially planned to post weekly however this never occurred. Should we do it again we would stick to a project plan and post frequently.

If we were to have the same client again we would engage more actively on the LinkedIn to ensure we marketed to the correct audience.

On a positive note we still ranked 2nd and 1st on the search terms set for the dmcm module, we’re happy with this ranking considering the low number of posts.

dmcm1213 -  Digital Marketing Communications Management 2012 Members

Fiona Kenyon - 10076628
Zoë Smart - 09354236
Lauranne Parsons - 09105738
Monuwar Ahmed - 10474094
James Daniel - 09407438

Word count excluding headers: 500 

Digital Customer Experience Walk through Movie

Here is the customer experience walk through video we made for Fatsos Filling Station for our digital marketing communication management 2012 course.
This is task D of the assignment showing the voyage that the customer may possibly take with the end goal of reaching the Fatso's website.
A lot of thought has gone into this video, to show the calls to action that the campaigns will include and the logical processes the user may go through. As long as the customer doesn't use an Ad block application, we think this is the process they will experience.


Tell us what you think in the comments below.

#Bitten - dmcm1213

Infographic for Fatsos Filling Station

This is our Infographic that shows the segment we wish to target, the levers we will use and the positioning of the product in order to acquire, convert and retain customers for the new corporate platters range at Fatsos.

This is for task C of the digital marketing communications management 2012 course or dmcm1213 for short.


What do you think of our swanky Infographic let us know in the comments below

#Bitten 

Source: Uploaded by Admin via Bitten-by-design on Pinterest & Picasa

Aii/ Aiii - dmcm1213

Business Objectives

Objective: Increase brand awareness by 75% in Manchester 2013

Brand awareness is important, as it is a determinant of brand equit y. There has been noted links between brand awareness and brand equity. Fatso’s in Manchester has little brand awareness highlighted in the market research we carried out (figure 1). Increasing brand awareness will help achieve the objectives chosen. 





Identification of PSO

Chosen PSO: Delivery/collection service

There are 13million people who regularly order takeaways online, were looking to exploit this market, as Fatsos’ currently doesn’t offer this service.  A delivery service increases brand awareness and differentiates from competitors.  It can add value and increase profits for your business as consumers like convenience.

Digital Marketing Approach 

First Priority: Mobile App 

Global mobile advertising is valued at $53billion.

Mobile applications will help Fatso’s reach new market segments and increase viability of a delivery service. Mobile apps have become top priority for businesses, so Fatso’s should take on this approach to increase revenue.  We expect this would take 4 months and be most effective in increasing Brand awareness and healthy following.

Second: Social-Media Campaign

• Improve and increase coverage 
• Use Twitter and Facebook campaign.
• Can’t measure success

Third:  Website

Wouldn’t improve brand awareness as much in the short term.  

Bitten By Design dmcm1213 - Fatso's

Here is a picture of our dmcm1213 team next to our chosen business, Fatso’s. We decided to meet here to try one of their yummy sandwiches to brighten up a rainy Tuesday morning in Manchester… typical!

Brand Awareness of Fatso's - Market Research

Aim: The aim of this market research is to find out of a sample size of 60 how many people are aware of the brand ‘Fatso’s’.

Objective: Over a fifteen minute time period we will interview 60 respondents in the Manchester area to research whether or not they have heard of the sandwich filling station ‘Fatso’s’.

Our Findings: After interviewing 60 participants our results showed that 46 respondents had never heard of the sandwich chain and 14 respondents had.

Conclusion: Out of 60 interviewees we found 77% of these hadn't heard of the brand before, this is an indication that increasing brand awareness of Fatso’s is going to be a key objective within our digital marketing strategy. Therefore we conclude that the brand awareness of Fatso’s in Manchester is currently low and only 23% of the respondents had heard of the shop. We as a digital marketing agency aim to increase this brand awareness by 75% within the next year.  

A1 - Bitten-by-Design #dmcm1213

A1 - dmcm1213

Hello and welcome digital marketing enthusiasts, we would like to introduce to you our brand new digital marketing and communications agency ‘Bitten-by-Design’. 

Our agency consists of five final year students at Manchester Metropolitan University who are all experts in the area of DMCM (Digital Marketing Communications Management). 

We will start off by introducing each member and their job roles:

Fiona Kenyon – Social Media specialist - 10076628
Zoë Smart – Trafficker - 09354236
Lauranne Parsons – Online Copywriter - 09105738
Monuwar Ahmed - SEO specialist - 10474094
Jamie Daniel – SEM specialist - 09407438


The organisation we have chosen to focus our speculative digital marketing pitch on is ‘Fatsos Filling Station’ they are a small sandwich chain who currently don’t digitally market their business.

Click the icons below to follow us on Twitter and ‘Like’ us on Facebook.

Morphological Analysis for dmcm1213

Bitten-By-Design came up with some Digital Marketing Strategies for Fatsos Filling Station, by looking at possible Products/Services or Offerings, the people that would want them and how to digitally market such PSO's. This was a worksheet completed for dmcm1213 and will help us plan the digital marketing strategies needed for Fatsos campaign.

Keep an eye out for further progress! #dmcm1213