Project Briefing

1. Digital Marketing Project
David Gracia

2. |
Our Client

3. Digital Marketing Strategy
Group Projects
A B C
All
D E
Session 9 Session 10

4. Digital Marketing Strategy
Group Projects
A B C
All
D E

5. |
The Google Marketing Challenge
Project Goal
• The purpose of this exercise is to get a first-hand experience managing a Search Marketing
campaign in Google Adwords.
• Each group will be provided with a Google Adwords account and a budget of 85€ to invest during
three weeks. All the teams will be “competing” to get traffic to the landing page: flashchatapp.com
• The primary goal is to optimize the Cost Per Click, thus the team that gets the lowest average
CPC will be the “winner”.
Getting Started
• Once you receive the user and password for your Adwords account go through the material you will
find at the Adwords Help Center before getting started.
• I strongly recommend you to use the free phone support of Google Adwords (900 800 624) where
you will be assigned a personal assistant that will guide you step by step using the tool.
• You should try both search marketing and display marketing campaigns but focus more on the first
one.
Project Kick-Off
• All the teams should activate their campaigns today at 17:00. It is very important that you set a
maximum daily budget of 4€ / day.
• At the end of each week I will share with you all a dashboard with the performance of each team and
some feedback about how to improve.

6. |
Planning & Schedule
Week 1 Week 2 Week 3 Week 4
Dec-2nd Dec-5th Dec-12th Nov-17th Dec-19th
Marketing
Campaign
Phase I
Marketing
Campaign
Phase II
Marketing
Campaign
Phase III
Post-
Campaign
Report
Marketing
Campaign
Kick-Off
Dashboard
2nd Week
Final
Presentation
Dashboard
1st Week
Dashboard
3rd Week

7. Digital Marketing Strategy
Group Projects
A B C
All
D E

8. |
SEO Recommendations
• Why is SEO important for this business
• Competition Analysis
• Identify the top 5 keywords for this business
• Current positioning in Google for these KWs
• Incremental traffic if we manage to be in the
top 3 positions for these 5 keywords
• Current Situation: KPI’s for SEO
• Total traffic from SEO (SemRush.com)
• Estimated cost of this traffic (SemRush.com)
• Key competitors (SemRush.com)
• Nr. of organic keywords (SemRush.com)
• Nr. pages indexed in Google (SemRush.com
• Page Rank or domain authority (moz.com)
• Nr. of inbound links (moz.com)
• ON-PAGE SEO Recommendations:
• Title optimization
• Content relevant for our 10 target keywords
• Keyword density
• Relevant images and videos
• Duplicated content
• Outbound links to other related pages
• Structure of the URL
• Meta-Keyword optimization
• Alt-Text in images and videos
• Broken links (brokenlinkcheck.com)
• Web responsive for mobile devices
• Page download speed (GooglePageSpeed)
• OFF-PAGE SEO Recommendations:
• Ideas to get more relevant inbound links
• How to leverage social media for SEO
• Final conclusions and recommendations
Focus on the http://www.nexstreaming.com website for this exercise
A

9. |
Mobile User Experience
• Why is User Experience Important
• Analyze the Flashchat app user experience:
• Functionalities
• Information Architecture
• Content
• Design
• Usability
• Trustworthiness
• User Interaction
• Other factors you consider relevant
• Mobile Analytics
• Ask Carlos for metrics about the most common
features used by customers and interpret these
data
• Adaptation to the Saudi Arabia market
• What recommendation would you make to
adapt this mobile app to your region?
• Conclusions and final recommendations
B, C

10. |
Marketing in Facebook
• Facebook Opportunities
• Facebook in figures for the Arabia Saudi
market
• Creation of the Facebook Page:
• Create the Facebook Page for FlashChat in
the Saudi Arabia
• Benchmark of best practices on Facebook
of other similar businesses
• Structure of the content in different tabs
within the FB Page
• Integration with other social networks
• Building your audience:
• Ideas of viral marketing to get the first fans
• Proposal of paid advertising on Facebook
• Engaging Your Audience
• Which kind of content creates more
engagement
• What is the right frequency for posting and
the best time to do it
• What is the right mix between content and
promotions
• Facebook Insights (Analytics)
D
• Define the profile of your audience and how
could you address new target customers
with similar profile
• Facebook Plugins
• Recommendation of Facebook modules to
be integrated within flashchatapp.com
• Conclusions and final recommendations

11. |
Marketing en Twitter
• Opportunities in Twitter
• Key figures and marketing opportunities of
Twitter in Saudi Arabia
• Creating Your Twitter Profile:
• Create a corporate profile for FlashChat
• Personalize it with the logo and look-and-feel
of the company
• Integrate with other social networks
• Building Your Audience:
• Ideas of viral marketing to get the first
followers
• Engaging Your Audience
• Which kind of content creates more
engagement
• What is the right frequency for posting and
the best time to do it
• What is the right mix between content and
promotions
• Twitter Analytics
• Define the profile of your audience and how
could you address new target customers
with similar profile
• Conclusions and final recommendations
E

12. Digital Marketing Project
David Gracia