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Kent camera castle simulation final report...

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MARK 3235-050 E-MARKETING

SIMULATION FINAL REPORT

Submitted to: Kimberly Jang

Douglas College Due Date 28 March, 2021

Table of Contents 1.

Overview.........................................................................................................................3 a.

Objectives.................................................................................................................................3

b.

Target Audience........................................................................................................................3

c.

Product selection.......................................................................................................................3

2.

Digital Marketing Tactics & Performance Analysis.........................................................3 a.

Key Decisions and Strategic Detail for the following tactics in each round:...........................3 i. ii. iii.

b.

Pay Per Click Advertising.........................................................................................................................3 Landing Pay Optimization........................................................................................................................4 Email marketing........................................................................................................................................5

Key Recommendations.............................................................................................................6 i. ii.

Best practices you found effective............................................................................................................6 Key decisions you made that made an impact........................................................................................6

c.

Budget.......................................................................................................................................6

d.

Conclusion................................................................................................................................6

REFERENCE.........................................................................................................................9

1. Overview a. Objectives My objectives in running this simulation are to boost the Kent’s Camera Castle online presence and to enhance their acceptability and conversion rate to gain notoriety for themselves in the virtual audience. My priority strategy was reaching out more customers and improve

company’s financial performance as much as possible through online marketing campaigns such as pay per click advertising, landing page optimization and e-mail campaign. b. Target Audience The target audience are all of the online potential customers who I can promote my company’s products through digital marketing strategy. More precisely, those cameras will be more ideal for those who have high expectations of having a professional camera that creates high-quality images and videos. Furthermore, my main customer for my camera option is people who want a compact camera that is simple to carry around, such as tourists, commercial photographers, and outdoor athletes. c. Product selection The products I started with were Canon Rebel T7i, GoPro Hero 7 and Panasonic Lumix DMC-LX10K. In round 1 and 2 I am still confusing about how to run the simulation and I did not have any strategy for product selection. In round 3, I have to select 2 more products. The simulation included a wide number of items, making it difficult for me to choose the right one. Eventually, I decided to choose 2 other products from Samsung which is Samsung Dual View 300f and Samsung Galaxy NX. The reason I chose those was because of their high sale volume with low price as well as the popularity of Samsung brand in this market. With those new products, I can offer better deal for price sensitive customers who want to purchase a new camera. Also, choosing the same brand name for products help me easily get some effective keywords in common. 2. Digital Marketing Tactics & Performance Analysis a. Key Decisions and Strategic Detail for the following tactics in each round: i. Pay Per Click Advertising R1 R2 R3 R4 R5 R6 R7 R8 Impressions 194 0 88 66,939 95,760 88,445 81,881 67,260 Clicks 0 0 0 540 1,884 1,641 1,363 1,157 Conversion 0 0 0 13 77 67 50 41 2.41% 4.09% 4.08% 3.67% 3.54% Conversion 0.00% 0.00% 0.00 Rate % $0.00 $0.00 $0.00 $11,185.87 $29,513.7 $27,953.5 $25,148.05 $22,263.5 Sales 8 6 1 Revenue Profit $0.00 $0.00 $0.00 $1,120.76 $3,320.78 $3,372.75 $2,927.65 $2,444.15 I used separate ad campaigns for each of the company's products and optimized their content to increase visits and clicks. The plan was to use effective keywords. This might be the single greatest aspect in digital marketing. Choosing the right keywords for the product would maximize the searches as well as boost its reach and rank.

 Keywords In three first rounds, Mimic Pro still so fresh to me therefore I did some mistakes in making decisions. I started with creating Ad groups for each product and none of that brought any conversion. My problem I figured out was lacking effective keywords which I chose just 3 or

4 for each. My keywords could be irrelevant to people's searches but could also be too specific or unusual. But since round 4, I change the way I chose my keywords and try to add more specific keywords and it changed my result completely. The approach to efficient search engine and landing page optimization is to achieve keyword relevance, because this is what search results strive for – to fit the keywords entered into the search engine to the most appropriate destination content page. I made the following efforts in the mimic simulation to choose keywords with higher performance: - Searching product features in detail: compact, color, price, quality, battery, type of camera - Outstanding characteristics of products: brand-name quality, highly recommend in photography community - How to purchase: in store, online. In 3 first round, I just chose 2-3 keywords for each product which is the worst mistake. In round 4, I decided to choose as much as possible the high click and highly competitive keywords and I was bidding at the suggested bid therefore it changed my game totally.

My effective keywords canon 5d spy camera action cam gopro hero 5 canon cameras canon eos 5d mark iii canon lenses Canon dslr reviews underwater camera gopro hero 7 black

Top 10 of my effective keywords: Max CPC Impressions $0.44 1,047 $0.85 11,276 $0.89 3,385 $0.65 2,271 $0.94 4,367 $0.50 857 $0.88 764 $0.66 63 $0.80 839 $1.44 406

Profits $336.00 $321.55 $207.01 $179.97 $168.00 $168.00 $168.00 $168.0 $137.52 $114.40

 Search Ad The strategy is use at least 3-4 high-volume keywords for every product to rank in search engines, and then match the landing pages with the keywords in the advertisement to build connections, reputation, and deliver on what is promised in the ad. Another approach for the company was to offer a diverse variety of goods that differed in brand, style, and specification, thereby appealing to a diverse variety of clients rather than being restricted to a few pieces only. Diversification of products involved a range of brands such as Canon, GoPro, and Samsung, as well as a selection of their products, in order to attract a wider market to the business. ii. Landing Pay Optimization  Layout I went for a basic layout for my Landing Page because I don't want to confuse consumers by cramming so much detail into a single page. Furthermore, I just have some basic details about the brand, such as a brief description of the items and their pricing. Furthermore, I locate the company logo at the very bottom of my landing page, followed by the brand icon in the center with its specialization to attract the eye of customers.  Onsite SEO

I kept the camera campaign, which contains ads for the camera brand that lead to a URL page that displays the cameras available under that brand name. And for the description, I tried to put as much as possible the keywords on as well as describe about the products. I put any special discounts on the item can be included as an invitation to buy. The product specifics was outlined in bullet points of concise descriptions so that customers can quickly interpret the product. Both of these techniques assist in not only creating impressions and views and ranking high on search engines, but also in helping consumers to make fast choices. iii.

Email marketing

Default list which is included 11,492 email addresses obtained from a digital camera blogger is the most effective way to boost email sent compared to two other lists which I tried to send in round 5 to see the difference. The strategy for making the most efficient email was to use a catchy headline that would attract the customer to open the email and read the content. The headlines or email title are the first item that the recipient sees, and an enticing subject captures the readers' attention. The template I chose for announcing our 2 new products was 1:2 Column which allows me to advertise 2 pictures for catching customer attention. Also, for promoting sale event, I chose 1 column template to make them focus on the content of event. I never used Simple text template because I think the text- only email might seem so boring and it is appropriate for more serious content like company news. b. Key Recommendations i. Best practices you found effective When I received the simulation results, I always examine the impressions, clicks, and conversion rate, as well as the keywords I selected. I learned from my keywords lists which are effective and which are not. Therefore, I can improve these types of keywords and bid higher in the next round, as well as get rid of those which did not bring any result by pausing them. Keywords with more clicks and rivalry always do well. As a result, after conducting a demand

and output review, I chose these keywords and bid higher than the suggested amount. And I realized that if I select and bid actively for the keywords in the mimic simulation, the results are always great. ii. Key decisions you made that made an impact

My profits changed significantly since round 4. It is due to the way I change to choose my keywords and try to rewrite the landing pages and played with a new template style for the page To maximize relevancy, I updated the title page and meta summary, as well as added more keywords to my page. I modified the bids and introduced a few more keywords related to brands like GoPro, Samsung, and Canon. I went through the advertisements to see what changes could be made to make them more attractive to my customers. c. Budget I have $5000 each round to allocate to my project which always automatically included a $29.00 email campaign expense. After considering some first round, I know my search campaign is my key successful factor brought most of profit, therefore I spent the most in it. After considering the result report, I try to max out of my budget in the Canon campaign which bring me the highest ROI. d. Conclusion

i. Summary of Kent’s Camera Castle and digital tactics implemented The tactics for implementing the approach is to build clear content that is attractive to consumers, use a varied product selection, and use a range of marketing mix like ad campaigns and email campaigns to reach out to the greatest number of people while maximizing reach. I used some different ad types for each ad category for our products, which came from three big brands: GoPro, Canon, and Panasonic. To attract shoppers, each ad had a catchy headline that

used powerful keywords such as attractive deals that customers can't refuse, some advanced offers about our best cameras, and so on. ii. Discuss If I was able to do my simulation again, I will search more about my products to get to know more about features and what customers expected to search online about buying their new cameras. By doing that, I can add more effective keywords for my ads as well as have better. I'd like to improve email marketing campaign. I'm confident that if I choose the right keywords, I'll be able to should have made a minor enhancement to my profits through it. iii. 5 lessons I learned After 8 rounds of the Mimic Pro simulation, I have learned valuable lessons. - Learning from everyone I went three first rounds which was terrible result without asking any advice or recommendation. I thought I could improve it independently by working on it harder, but it was a biggest mistake. I asked my teammates about how they run their simulation and realize that my keywords decision was main trouble. After discussing with them, I did the better job in my simulation. - The 80:20 rule The Pareto Principle or the Pareto Law are other names for the 80/20 Rule. It is said that in many cases, approximately 80% of the outcomes derive from 20% of the particular activities. It is completely necessary to apply this rule to every marketing campaign. The aim is to concentrate on the high-impact activities that generate 80% of results. For example, I learned to focus on smaller, larger campaigns rather than spreading my budget too thinly over too many projects that will fail to achieve my desired goal -Think outside the box The valuable lesson I learned about choosing keywords is not restricting my ad keywords to obvious terms. Common keywords, as we already know, are in high demand. Therefore, the higher the market for a keyword, the higher the cost of a click from it. I learned to consider different searches that my customers may conduct. Keeping an eye out for other areas that can have useful keyword insight is the key to success with choosing keywords - Understanding our customers Despite the fact that technology is advancing at a fast pace, people haven't changed at all. We do share the same fundamental human needs, wishes, and desires. The more I can learn to understand well about my customer behavior and respond, the more successful my result is. “Think like a customer” is a key to capture the most opportunity for earning impression from customers.

-Start with reviewing past decision When evaluating the current digital media platforms and assets to decide what to include in my plan, I learn to remember the big picture first — this will save me from getting distracted

or frustrated. Gather my resources and classify them in a spreadsheet so I will have a clear picture of my current owned, which I did good in my past decision as well as which one has to be improved. Accurate tracking not only lets me see what's working, but it also reveals how my work affects my company's bottom line.

REFERENCE Mimic Pro. (n.d.). Retrieved March 29, 2021, from https://mimic.stukent.com/simulation/12673/scoreboard/overview...