This is a project that I worked on for my Internet Marketing class.

1. Is not Google Kody Bradbury Amanda Dean Christina Dick Deb Jones Jessica Smith

2. Our Goal Generate 50,000 new bingCashback sales Increase brand awareness and favorability

3. Direct & Interactive Marketing Channels E-mail Search Engines Awareness Facebook iPod app

4. Our Audience Millennials 18-30 years 50M in U.S. More Educated More Diverse Less Religious Optimistic

5. 5 Points for Connecting with Digital Millennials 1. Lose The Hype Process information and change quickly2. Listen Up Allow for feedback & commentary Show appreciation by including them in brand decisions3. Get Original Offer "limited editions" & other time sensitive offers 4. Give Them Control Customize products (e.g. iTunes, customers can buy in any combination)5. Be Entertaining Allow for media sharing and viral marketing (M&M's campaign-candy avatars)

6. Personas We’ve narrowed bingCashback’s audience into three personas…

7. Joel Age: 25Computer gamer (nerd)Loves surfing the internet

8. Sophia Age: 18ShopaholicExpert at finding discount designer clothes

9. Pam Age: 30Mother of TwoAppreciates convenience Coupon clipper

10. bingCashback…

11. What is bingCashback? A product search service developed by Microsoft through the search engine bing Allows customers to: Search multiple vendors for the best price Offers a certain percent of “Cashback” on the total amount you spend which goes into a Cashback account The customer can request the money after 60 days and only if the account has more than $5.00 in it

12. Strengths Price Comparisons Notifies users of free shipping Offers free shipping codes Up to 25% discounts Gives you original & Cashback discount price Product Reviews Compare positive and negative side by side Social Network Presence Facebook, Twitter

14. Underdog to Google

15. Cashback program too complex

16. Long wait time

17. Cashback program can be misleading

18. Price comparisons and Cashback bonuses are not always accurate

19. Customer Service

20. Difficult for customers to access

21. Lack of transparency

22. Disconnect between how bing is advertised and what the site is actually like

23. Overcoming The Obstacles…

26. People associate small increments with savingsAids in transparency Allocate Cashback earnings towards personal savings plan Streamline Cashback operations – Simplify and unify appearance and operation Link Bing accounts to social networking sites Use Facebook Connect as bing login Allow for greater levels of profile customization

27. How to Increase Awareness On-line Bing Ambassadors Enhance Viral Marketing efforts Create Community Currently the bing YouTube channel is just bing commercials; bing should utilize its social media more effectively Encourage bing ambassadors to create their own YouTube videos in exchange for Cashback credits

28. How to Simplify the Process Unify the shopping experience-Make Cashback purchases through a “bing checkout” page -Reaffirms customer that they will get their discount Instantly credit Cashback into the savings account -Eliminates timely delays and negative customer satisfaction Track cookies to display related products of interest

29. How to get people to love bing (loyalty) Email loyalty program Cheap Customer retention Cost effective, within budget guidelines Cost per sale is cheaper for previous customers than for new ones Increase “Wallet share” or the number of purchases per user Have bing preferences in the customer profile Notification

30. Assumptions and Implementation…

31. bingCashback Assumptions 7 million registered users Average sales/user = 2 Increase average sales/user by 20% to 2.4 sales/user/year Results: 28,000/year New Users: 22,000/2.4 avg sales per user = 9,167 new users

32. Email Loyalty Goal: Increase average sales/user by 20% Users select their interests when they register for bingCashback Newsletter is individually targeted based on interest selections Example: StumbleUpon Impressions: 5.6 million/Users: 7 million/ Sales: 28,000/Cost per Sale: $6

33. Facebook Game strategy: 70 million on Farmville (Pam) Turns real shopping into a game. The Cashback “points” you earn are points in the game that you can use to “buy” things to increase your status and create new FB notifications Promote with notifications (free); widgets (free, shared by users w/network; PPC Impressions: 25 million/Visitors: 250,000/New registered users: 5,000/Sales: 12,000/Cost per sale: $30

34. Search Engine Marketing Ads on competitive search engines as well as bing for popular online shopping purchases Pam: searching for great deals on household goods, clothing for her family and eBay Sophia: looking for steals on couture shoes and clothes Joel: comparison shops for the latest gaming accessories & electronics Impressions: 15 million/Visitors: 150,000/Users: 3000/Sales: 7,200/Cost per sale: $45

35. Mobile Joel is our target (Android user) Ads – Inserted in apps related to gaming & electronics Games “Deals” app (like Groupon) Bing Cashback “Ambassador” app 4x CTR of Search PPC Impressions:500,000/Visitors: 20,000/Users: 1,000/Sales: 2,400/Cost per sale: $11.25

36. Awareness Placement ads/banner/display Pam: eBay, mommy blogs Sophia: Overstock, YouTube (Beauty Bloggers & subscriptions) Joel: CollegeHumor.com, YouTube Impressions: 40 million/Visitors: 20,000/Users: 400/Sales: 960/Cost per sale: $126

37. Offline Advertising Not trackable Too expensive: for example, TV production = $350k Budget allocated to higher ROI media

38. Budget

39. Further Recommendations Invest in a better customer service model 1-800 number for service or online chat support