Bernal Marti report MVMT[watches] PDF

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Computational Marketing Report

Analysis of a Digital Marketing Strategy

Pol Bernal Segura - Marc Martí Seuba Universitat Pompeu Fabra

Index 1. Introduction

1

2. Trends

2

3. User intend

3

4. Keyword research

7

5. Buyer Persona

13

6. Buyer's Journey

16

7. Position tracking & Competitors Discovery Graphs

19

8. SEO Audits

23

9. SEM Google Adwords

26

10. Social Media Plan

31

11. Facebook Ads segmentation

35

12. Twitter Analysis

36

13. Conclusions

38

14. Bibliography

39

1. Introduction The main purpose of this report is to perform a digital marketing analysis of MVMT, a brand that distributes trendy and inexpensive watches, sunglasses and other accessories. However, our main focus will be only on watches in order to simplify our research and analysis. MVMT is a company founded in 2013 by two 25-year old American college dropouts, as called by themselves on their website. MVMT was created in order to break with the established and outdated retail model, so they gambled and they went into the online retailing industry, always dreaming to shake up the watch and fashion industry. 1 MVMT first started with an original watch design and a crowdfunding campaign that eventually became the cornerstone of the company, as it decided the future of the firm. Through social media their brand and vision grew globally, along with the company. Nowadays, the firm is sustained by a small group of creative people that work together in Los Angeles, California, where the headquarters are located. As of 2018, MVMT products have been acquired by more than 1.5 million people across 160+ countries. 2

The reason why we have chosen MVMT is their lightning expansion in the last few years, as the company accomplished their main objective –to become a retailing industry game changer– taking advantage and working hard on social media and the new wave of influencers. Therefore, we thought that MVMT would fit perfectly with the report demands and it would be easy to apply the theoretical and practical knowledge acquired in this course. To end with this brief introduction, we must inform that our analysis is based on the Spanish market and, therefore, all the keywords applied and research will be based on this language.

MVMT –SEO, SEM & SMM Analysis

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2. Trends

Regarding the searching trends, we can see that the queries in Google for “relojes” in Spain for the last 5 years are following a seasonal trend, in which every Christmas the queries for this term are reaching a peak. We can guess that this is related to Christmas presents or people that look for a fashion accessory –a watch– for one of the most important dates in the year. In this case the trend seems to be pretty stable in the last few years and there are not relevant changes in the pattern.

However, if we look at the results for “reloj MVMT” we cannot find any clear seasonality but, what is more important, Christmas period is not one of the highest peaks. At first glance we can say that MVMT products are not used as a present or a special item, but as a simple commodity. Their positioning is clearly to be a brand that offers acceptable quality and inexpensive items, so these results are not fully unexpected.

Now, by doing the same research as before but for the last 10 years, for the term “relojes” it can be seen that the seasonality keeps appearing, as the main peaks are for the Christmas period of each year. In this case there is an slight increase of interest until 2015, but it slightly decreased the following years. MVMT –SEO, SEM & SMM Analysis

2

For the query “reloj MVMT”, in the last 10 years it can be seen that despite the company started operating in 2011, it was not until 2014 that gained relevance in the Spanish market. The trend is a little bit unstable, but still it shows some relevant peaks that have things in common: three of them are reached between November and December. In this search it can be said that there is an increase of the interest for the brand until 2016, when it reached the peak, but still in the next year regained interest, especially in December of 2017.

3. User intend In Search Engine Management there are 3 main categories to classify user intend: Informational, Navigational and Transactional. Informational keywords are those used when the intention is to find content concerning a specific topic –in this case, watches– that informs and provides information to the individual. Navigational keywords are the ones used when the user wants to be lead to a specific website –for example, searching for “MVMT”–. The last type of keywords are the Transactional ones, which are the ones related to buy a specific good or service –in this case, queries like “comprar reloj” or “comprar MVMT” can be considered Transactional–. Having explained that, the next task will be to select the most relevant keyword appearing in our database for each classification and proceed to the analysis of the SERP displayed on a Macbook Air using Google Chrome and on iPhone 6 using Safari. In both cases an incognito window or private session will be used in order to avoid cookies that affect our results.

Informational As an example, for Informational keyword we will choose “reloj”. There are not many apparent differences between mobile and computer results. However, we must acknowledge that the elements are displayed in a different order depending on the device. In both cases, there can be seen some organic elements that link to El Corte Inglés, Wikipedia, Amazon… There are not any sponsored results, Prefetch or Child elements. MVMT –SEO, SEM & SMM Analysis

3

There are some news results –only in computer–, shortcuts –top-right corner on computer; top on mobile phones– and primary search results in both computer and mobile phone – Google Maps and Business–. These are the results for computer search:

And these are the results for mobile phone search:

MVMT –SEO, SEM & SMM Analysis

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We will choose the term “reloj MVMT”. Again, there are not many differences between both versions. We can see two sponsored websites on top of the SERP –MVMT Website and Amazon–, many organic results and childs –e.g. MVMT Website–. For the mobile phone version, it shows the exact same results, with no significant changes. Searching on computer:

And searching on the mobile phone:

MVMT –SEO, SEM & SMM Analysis

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Transactional To end with the SERP analysis, we will choose “comprar reloj MVMT”. Now the results have more differences depending on the device. Mobile phone seems to show more “transactional” websites, directed towards people that desires to buy the watch as soon as possible. Computer users, however, will have a mix between “informational” and “transactional” results. There can be seen some sponsored websites on top in both platforms, but in computer there are also some sponsored results at the bottom of the first page. There are extended snippets –in some Amazon results–, Child results, Shortcuts and, obviously, Organic results. And the results on the computer are these:

If we search “comprar reloj MVMT”, the results on mobile phone are the following:

MVMT –SEO, SEM & SMM Analysis

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4. Keyword Research: Kissmetrics framework Using SEMrush our objective is to analyze the intent of MVMT’s audience concerning a number of keywords obtained following the Kissmetrics research framework. We have filtered our research in Spain, thus, the majority are Spanish words. The keywords researched in SEMrush are the following: 1. Brand keywords

mvmt, mvmt watches

2. Product keywords

reloj, reloj hombre, reloj mujer, reloj barato, reloj moderno daniel wellington, casio, swatch, lotus, seiko, tous smartwatch, smartphone, móvil, reloj inteligente

3. Competence keywords 4. Substitutive products keywords

5. Complementary products keywords correa reloj, caja reloj, pilas reloj, estuche reloj 6. Audience

estilo, moda, influencer, tendencia, complementos

Using SEMrush and searching the keywords of the previous table we obtain a list of keywords for each of the frameworks’ categories. We have ordered them by Search Volume and CPC and then we have united the top 10 keywords of all the categories in an individual table. In the following page there is a table ordering the keywords by Search Volume (see next page) There are some points to be extracted: -

Complementary products threatening our market: the first keywords in term of Search Volume is “smartwatches”, being 90.500 the number of monthly searches in Spain. It almost doubles the number of times “reloj” is searched. This is a revealing fact showing the current situation in the watch sector that MVMT must take into consideration.

-

Competitors keywords: there are a number of competitors ranking high in the table, which makes us deduce consumers often navigate directly to competitors’ websites. An interesting point is that some brands have a stronger seasonality than others, as “Casio” (9th) or “Seiko” (16th) are brands that maintain a quite regular flow of searches during the year compared to the sharp seasonality of “relojes lotus” (15th).

-

MVMT is closer to its niche keywords “relojes hombre baratos” (34th), “relojes mujer baratos” (36th) and “mvmt” (37th) have more traffic than all the negative keywords, those that will never have a positive effect to our brand. This is positive for MVMT.

MVMT –SEO, SEM & SMM Analysis

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Keyword Volume CPC Comp Number o 1 2 smartwatch 90500 0,94 0,91 31500000 1 0,82 reloj 49500 0,58 0,29 167000000 1 1 relojes 49500 0,46 0,85 146000000 1 0,67 relojes mujer 33100 0,49 1,00 16800000 1 0,45 relojes especiales 33100 0,23 0,08 2200000 0,82 1 swatch 33100 0,05 0,43 71100000 1 0,55 smartphone 33100 0,59 0,76 947000000 1 1 relojes hombre 27100 0,47 1,00 3070000 1 0,45 casio 27100 0,21 0,32 68800000 1 0,82 moda 27100 0,41 0,36 400000000 0,82 1 estilo 27100 0,41 0,01 279000000 0,82 1 blog de moda 22200 0,13 0,15 26900000 1 0,82 reloj inteligente 18100 1,25 0,98 671000 1 0,67 influence 18100 0,49 0,08 178000000 0,37 0,55 relojes lotus 14800 0,17 0,96 5900000 1 0,45 seiko 14800 0,43 0,91 53800000 1 0,67 reloj michael kors 14800 0,18 1,00 2290000 1 0,67 relojes lotus mujer 14800 0,19 1,00 1290000 1 0,55 relojes deportivos 12100 0,33 0,99 2750000 1 0,67 relojes tous 12100 0,10 0,61 415000 1 0,82 relojes swatch 12100 0,55 1,00 2830000 1 0,55 reloj lotus hombre 9900 0,17 1,00 633000 1 0,55 moda primavera 9900 0,00 0,22 1450000 0,03 0,13 verano 2017 moda verano 2017 8100 0,28 0,68 8500000 0,07 0,24 el corte ingles moda 8100 0,21 0,81 7120000 0,67 0,82 mujer moda otoño 2017 8100 0,22 0,37 2800000 0 0 s moda 8100 0,13 0,03 19000000 0,82 0,82 moda primavera 2017 8100 0,36 0,64 3390000 0,07 1 reloj citizen 5400 0,25 1,00 2430000 1 0,81 smartwatch samsung 5400 1,77 1,00 22600000 1 0,82 reloj apple 5400 0,16 1,00 575000 1 0,67 replicas relojes 5400 0,20 0,79 995000 0,82 0,82 reloj analogico 4400 0,36 0,11 1810000 0,82 0,82 relojes hombre baratos 4400 0,35 1,00 12800000 1 0,45 relojes deportivos 4400 0,32 1,00 3620000 1 0,54 hombre relojes mujer baratos 4400 0,31 1,00 12700000 1 0,67 mvmt 3600 0,17 0,25 5270000 0,67 0,44 smartwatch huawei 3600 0,26 0,99 6840000 1 0,67 smartwatch sony 3600 0,15 0,91 22000000 1 0,82 smartwatch xiaomi 2900 0,41 1,00 1010000 0,29 0,29 smartwatch amazon 2900 0,16 0,89 21200000 1 0,67 smartwatch apple 2400 0,20 1,00 27000000 1 0,67 replicas de relojes 2400 0,26 0,89 1040000 0,66 0,55 relojes suizos 2400 0,91 1,00 1350000 1 0,67 mvmt watches 1600 0,27 0,34 558000 1 0,67 correa reloj 1600 0,32 1,00 646000 1 1 aliexpress relojes 1600 0,33 0,87 6550000 1 1 reloj infantil 1300 0,27 0,99 26800000 1 0,44 relojes mvmt 1000 0,32 0,51 276000 1 0,55 caja para relojes 1000 0,33 1,00 10500000 1 0,66 marcas de relojes 1000 0,89 0,94 366000 1 0,68 suizos relojes de lujo 1000 1,58 0,91 1430000 1 0,81 marcas relojes suizos 880 0,94 0,72 299000 1 1 marcas de relojes de lujo 720 1,28 0,74 8420000 1 0,82 relojes automaticos suizos 720 0,88 1,00 27000 1 0,68 caja para guardar 480 0,28 1,00 4520000 1 1 relojes estuche para relojes 390 0,38 1,00 22500000 1 0,88 caja para relojes el 320 0,28 0,60 615000 1 0,82 corte ingles estuche relojes 320 0,39 1,00 640000 1 1 pilas reloj 260 0,23 1,00 4940000 0,81 1 caja para relojes 210 0,63 1,00 2280000 1 0,67 automaticos pilas de reloj 210 0,25 1,00 5460000 1 1 correa cuero reloj 210 0,39 1,00 4980000 0,81 1 movement watches 170 0,16 0,25 314000000 1 1 mvnt 140 0,18 0,23 130000 0,81 0,53 mv watches 90 0,2 0,14 540000 0,11 0,11

MVMT –SEO, SEM & SMM Analysis

3

4

0,37

0,37

5 0,3

0,37

6

7 0,3

8 0,3

9 0,3

10 0,3

11 0,37

12 0,45

0,82

1

0,82

0,82

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0,67

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1

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1

0,3

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0,67 0,67

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0,45

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0,82

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0,82

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1

0,3

0,3

0,24

0,24

0,2

0,2

0,2

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0,2

0,24

0,55

0,67

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0,67

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0,37

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0,2

0,16

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0,55

0,16

1

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0,09

0,02

0,01

0,01

0

0

0

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1

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0,05

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0

0

0

0

0,01

0,06

0,55

1

0,67

0,11

0,82

0,82

1

0,82

0,82

0,67

0,67

0,67

0,67

0,67

Substitute Product Product Product Product Competition Substitute Product Competition Audience Audience Audience Substitute Audience Competition Competition Competition Competition Product Competition Competition Competition Audience Audience Audience

0,82

0,82

0,37

0,37

0,55

0,05

0,02

0,01

0

0

0

0,67

0,81

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0,54

0,44

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0,44

0,44

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0,44

0,67

0,36

0,36

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0,36

0,45

0,36

0,36

0,45

0,55

0,67

0,82

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0,82

0,67

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0,82

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0,67

1

0,82

0,82

0,67

0,55

0,44

0,55

0,67

0,67

0,36

0,3

0,3

0,3

0,3

0,24

0,2

0,24

0,3

0,36

Audience Audience Audience Competition Substitute Substitute Negative Product Product Product

0,3

0,3

0,44

0,54

0,54

0,44

0,36

0,44

0,36

0,54

0,36

0,44

0,36

0,44

0,36

0,36

0,44

0,44

0,36

0,3

0,3

0,23

0,3

0,3
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