The digital marketing report outlines strategies to increase conversion rate and return on ad spend. It recommends implementing retargeting to capitalize on high conversion rates from returning visitors. An email marketing program with a new provider and list cooperation is suggested to boost open and click rates. Affiliate marketing and influencer partnerships could help drive traffic. Social media presence should be expanded through contextual content, influencers, and cooperation with home and design websites and blogs. Compelling retargeting ads and ongoing campaign testing are also advised.

1. Digital Marketing Report
February 2015

2. Content
Elevator Pitch
Brand Brief
Segmentation&Targeting
Empathy Map
KPI
Increase Conversion Rate
Increase Efficiency of ROAS by channel
Digital Marketing Strategies
Retargeting
E-mail Marketing
Affiliate Marketing
Social Media Marketing
Facebook Campaign
Conclusion

3. Elevator Pitch
!
!
x is an online collective of furniture designers who inspired by
NYC and make small space urban city living a bit easier through
innovative, functional, chic and affordable products
!

4. *Source: Designing Brand Identity by AlinaWheeler 2009
Functional Furniture
MISSION
Lazzoni
STAKEHOLDERS
Sofa, Sofa Beds,Table
KEY PRODUCTS
furniture.com,modani.com, sofa.com
IKEA
KEY COMPETITOR
Brand Brief*
Space-saving, Chic
ATTRIBUTES
Online Furniture
KEY MARKET
Lean Supply Chain
COMPETITIVE ADVANTAGE
Functional Design,
Top-notch Quality,Affordable Price
with fastest delivery
(within 48 hours)
UNIQUE VALUE
PROPOSITION
Innovative,
Affordable
Online Furniture

5. Segmentation&Targeting
Carrie
30,NewYorker
!
Jack,
28, Bachelor
William
36,Architect

6. I don’t have enough money
My house is so small
I’m a NewYorker!
Shall we go shopping
I have lots of friends!
Fashion and Design is everything!
I’m SO BUSY
I don’t have time for cooking
!
!
!
Carrie
30Years Old
Fashionable
Women
Lives in NYC
Jr.
Account
Manager
!
!
Use Social Media
Make Online Shopping
Have party Read Home decor
Watch Movies and Sex and the city
I feel sexy
I’m trendy
I love shopping
I’m a NewYorker!
I want to live in a chic design house
like in the magazines where
I would not be embarrassed
to my friends
I have to manage the time and money
Where will my friend stay ?
Goes to work every day till 9am to -6 pm
Persona Empathy Map-1
The designs seems good in the web
site
but I don’t think
they will look good in my apartment
and will have the same quality as
they say

7. I don’t have enough money
My house is so smallLet’s go to a party
I have lots of friends!
I have to study at home
I will order pizza
!
!
Jack
28 Years Old
Men
Lives in NYC
Bachelors
Student
or
Part-time
worker
Spends his time with playstation/xbox
Use food delivery websites
Have party and one night stand
Watch series like Breaking Bad
I don’t care
I love being bachelors
I love playstation/xbox
I need more space in my room
Where will my friend stay ?
I don’t want my table to be
broken when
we play xbox in our bull
session
Persona Empathy Map-II
My sofa should transform to a bed
easily especially if I have a one night
stand in my house

8. I need to make money
I must satisfy my customerMy designs are very cool
I can design a chic and affordable room
I have to work with
various cost effective companies
I need lean designs
!
!
William
36Years Old
Men
Architect
Interior
Designer
Purchaser
Reads architect blogs
Visits inspired websites for home decor
Joins linked in group discussions
Use Houzz for product comparison
I’m so passionate for
creative design
I love my job
I should reduce my budget
I should prove myself
to my boss
Persona Empathy Map-III
I want to show a visual prototype to
my boss/customer to convince them
so It should be very easy to get
useful image from their web site
It would be great to see the
samples of the product
without visiting their office
I follow new design trends

9. !
๏Increase Conversion Rate
๏Increase efficiency of ROAS per Channel
KPI

10. KPI
Increase Conversion Rate
Source:WordStream http://bit.ly/1BMygjO ; http://bit.ly/Jms398
Conversion rate of X is notably low comparing to
E-commerce and Home&Garden industry
E-Commerce Conversion Rate
0.31%
2.35%
2.21%
X
E-commerce
VS Home&Garden

11. Others ; 16%
Google/cpc ; 38%
Google-organic ; 23%
Direct/
none;23%
Period: Jan’14-Jan 15
Houzz,referral;32%
info/nyfu;15%
m.facebook,referral ;13%
Yahoo,organic ; 11%
facebook,referral ; 11%
Doubleclick,referral ; 9%
Bing/organic; 9%
All Sessions
Others
KPI
Increase efficiency of ROAS per Channel
✴The share of direct/none session is quite high which shows: Lack of Campaign Tagging
✴Share of social channel is significantly low
X

12. Google,cpc)
Google/organic)
Direct/none)
Houzz)
info.nyfu)
m.facebook/
referral)
yahoo.organic)
facebook/referral)
doubleclick/
referral)
bing,organic)
33.00%)
38.00%)
43.00%)
48.00%)
53.00%)
58.00%)
63.00%)
68.00%)
0%) 5%) 10%) 15%) 20%) 25%) 30%) 35%) 40%) 45%)
Bounce'Rate'
Sessions(%)'
Period: Jan’14-Jan 15
X ave.
Bounce Rate
53%
0.00%$
0.22%$
0.26%$
0.30%$
0.31%$
0.31%$
0.32%$
0.43%$
0.45%$
0.52%$
0.85%$
m.facebook.com*/*referral*
google*/*cpc*
googleads.g.doubleclick.net*/*referral*
houzz.com*/*referral*
Site*Average*
(direct)*/*(none)*
yahoo*/*organic*
facebook.com*/*referral*
google*/*organic*
bing*/*organic*
info.nyfu.com*/*referral*
Conversa4on$Rates$by$Source$
The bounce rate of X is reasonably high
The conversion rates by channels are noticeably low
especially in social channels
Conversion Rates by Channel
KPI
Increase efficiency of ROAS per Channel
X

13. Digital Marketing Strategies
!
!
✓Retargeting
✓E-mail Marketing
✓Affiliate Marketing
✓Social Media Marketing

14. Retargeting
Period: Jan’14-Jan 15
Although new visitors are almost double of the returning visitors number, the
conversion rate of returning visitors are 7 times higher than new visitors, which
proves the necessity of a successful retargeting program
ReturningVisitor: 31.7%
NewVisitor: 68.3%

15. E-mail Marketing*
Source:Mailchimp http://bit.ly/1dZWyeh
Industry Open Click Soft Bounce
eCommerce 17.35% 3.0% 0.48%
Home and Garden 26.44% 4.4% 1.04%
➡ Selecting a new e-mail marketing company
➡ Cooperation with Houzz for email list
➡ Compelling pop-up light boxes
➡ Creating abandon cart campaigns
Tactics:
*Direct Marketing Association estimates that email marketing typically returns $40 for every $1 invested.

16. CPC
Affiliate Marketing
Conservative Budget
!
ROAS
CPA

17. Social Media Marketing
The social media existence of X is too low (2%)
that indicates necessary to focus on it

18. Social Media Marketing/Competitors

19. 770#
122# 173#
1,155#
1,258#
568#
1,704&
1,930& 1,949&
2,788#
2,510#
2,786#
Tweets& Following& Followers&
Twi5er&
NYFU& furniture.com& modani.com& sofa.com&
371$
$1126.0$$$$$$$
$297.0$$$$$$$
408$
966$
305$
11" 29"
175"
569$
1,576$
710$
Post" Followers" Following"
Instagram"
NYFU" furniture.com" modani.com" sofa.com"
1,376&
3,562&
25,152&
160,120&
NYFU%
modani.com%
sofa.com%
furniture.com%
Facebook&Likes&
Social Media Analysis
X X
X

20. Facebook Campaign
ll link to you
ll link to you
Why X sofas are functional?
You can also use our sofas for transportation. Convertible sofas, acrobatics
desks and tricks you didn’t know an ottoman can do..
Jack
Order Now
X

21. Facebook Campaign
ll link to you
ll link to you
Don’t waste your time to set up!
Once the items are available for purchase, you will receive them
in 48 HOURS..
Order Now
Jack
X

22. Facebook Campaign
You can do a karaoke party on our sofas. Convertible sofas, acrobatics
desks and tricks you didn’t know an ottoman can do..
Why X sofas are functional?
Carrie
Order Now
X

23. Facebook Campaign
Carrie
Don’t waste your time to set up!
Once the items are available for purchase, you will receive them
in 48 HOURS..
Order Now
X

24. Facebook Campaign
ll link to you
ll link to you
Let’s make their dreams come true..
X is a collective of furniture designers who shares the same passion to
make urban living chic,modern and freakishly functional..
William
Schedule a meeting
X

25. Facebook Campaign
ll link to you
ll link to you
Let’s make an art by interior design..
X is a collective of furniture designers who shares the same passion to
make urban living chic,modern and freakishly functional..
Marry
Schedule a meeting
X

26. Conclusion
Create sustainable social media strategies
➡ Contextual/Compelling Content
➡ list.ly, scoop.it, Google alert
➡ Use influencer marketing tactics
➡ Work with an influencer market company
➡ Follow influencers from social accounts
Create an efficient e-mail marketing program
➡ Work with a professional company
➡ Cooperate with some companies for e-mail
list
➡ Request e-mail in every pages of your sites
Cooperate with various affiliate marketers
➡ homelivingstyle.com
➡ switchmodern.com
➡ njmodern.com
➡ homedecorators.com
➡ designerliving.com
Create a compelling ad for retargeting program
➡ Always use call to action
➡ Track and Test your ads changing:
➡ Image, Header, Call to Action
➡ Segment your audience

27. Digital Marketing Consultant
Esma Yeniceri Bayrak
esmabayrak06@gmail.com
07821 900373