Auchan Digital Marketing Strategy
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Transcript of Auchan Digital Marketing Strategy
GROUPE AUCHAN DIGITAL MARKETING STRATEGY
Tatiana S. Voloshina
World’s 11th largest food retailer French 3rd largest retailer Franchised in 16 countries 1,774 hyper- and supermarkets Over €63.0 billion revenue in 2014 Employs 330,700 people 15.8 Million E-commerce customers
GROUPE AUCHANGROUPE AUCHAN
TARGET AUDIENCETARGET AUDIENCE
Middle class families and general working population
Young adults, students, retirees
Buyer Persona Main Traits Tight budget Cheap prices Busy schedule One shopping trip Long working day Extended store
hours Saving opportunity Interest in sales and
promotionsBuyer Persona: Busy Working Tammy
Buyer Persona: Middle Class Smith Family
GOALS Bring business to a new level Distinguish from competitors Grow customer base
MARKETING STRATEGYMARKETING STRATEGY
MAIN IDEA Universal digital presence! TACTICS Realize the full potential of digital marketing Social media outreach Blogging Search engine optimization Mobile applications and website optimization
Strategy
• No e-mail marketing NOT GOOD• Monitor key metrics (click through, conversation rates, email sharing and forwarding rates) SUCCESS! • Focus on subscriber’s growth MAIN GOAL
MARKETING STRATEGYMARKETING STRATEGY
• SEOCentro Auchan has score of 79/100• Browsing, trustworthiness, description length PASS• Low social media presence WARNING• Size of the content greater than 1MB ERROR
MARKETING STRATEGY – CONT.MARKETING STRATEGY – CONT.
SOCIAL MEDIASOCIAL MEDIA
Social Network Users – 186.0M (+3.2% from 2015)
Social Media
Number of Users (M)
Increase from 2015
Facebook 161.4 +2.8%
Twitter 57.6 +8.6%
Instagram 89.4 +15.1%
Pinterest 50.7 +7.7%
MARKETING BUDGETMARKETING BUDGET General Marketing Budget Trend
Marketing budgets as percent of firm budgets remains above 10%Nearly half of B2B marketers worldwide expect their marketing budgets to increase by 4.4%Estimated 45% of marketing budget goes to digital marketingContent development was expected to account for 15%
Proposed Digital Marketing Budget
Categories Yearly costContent Development $450,000
Google Analytics $150,000
Social Media Monitoring $6,000
Search Engine Optimization $60,000
Mobile application development $300,000
Mobile application maintenance $120,000
E-mail marketing $3,000
Total Approx.$1,000,000
FUTURE ACTIONS FUTURE ACTIONS
Conduct SEO audit to add new keywords/phrases Assess key metrics to evaluate the performance. Identify successful tactics and problems. Assess the ROI Plan cost for next period
TWICE A YEAR
Establish six months goals advertising budget total number of followers
total number of online ads total number of blog posts
FUTURE ACTIONS – CONT. FUTURE ACTIONS – CONT.
Update mobile website, verify all functions Identify new channels for online
advertisements Create social media calendar Establish weekly themes
MONTHLY
WEEKLY Run the social media and
website analytics Create e-mail newsletter Write a blog post Set the tactics for the following week Monitor brand mentions
Update social media accounts Respond on inbound social messages Initiate dialogs with followers Search for opportunities to attract new
followers
DAILY