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Online Marketing at Big Skinny: Submitted by Group - 6

Kiril should focus on developing a thorough online marketing plan and establishing robust online distribution channels to scale Big Skinny's business. This includes utilizing behavioral targeting, personalized interactions, SEM, and social media promotion. Direct marketing at fairs is not scalable. Big Skinny should increase bids for keywords that are essential to its brand like "thin wallets" and lower bids for less important keywords with low click rates to optimize its sponsored search strategy. A/B testing should be a lower priority.

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Saumadeep Guharay
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319 views2 pages

Online Marketing at Big Skinny: Submitted by Group - 6

Kiril should focus on developing a thorough online marketing plan and establishing robust online distribution channels to scale Big Skinny's business. This includes utilizing behavioral targeting, personalized interactions, SEM, and social media promotion. Direct marketing at fairs is not scalable. Big Skinny should increase bids for keywords that are essential to its brand like "thin wallets" and lower bids for less important keywords with low click rates to optimize its sponsored search strategy. A/B testing should be a lower priority.

Uploaded by

Saumadeep Guharay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Online Marketing at Big Skinny

Submitted By
Group - 6

Name Reg. No.

Shouvik Dutta 20PGDM075

Saumadeep Guharay 20PGDM069

Pratiksha Bothra 20PGDM072

Tushnik Ghosh 20PGDM122

Mousumi Guha 20PGDM100

1. What should Kiril focus on next? What should be his lowest priority? Why?
Ans:- Kiril must focus on developing a thorough web marketing plan in light of the recent free-
4000-wallet-giveaway issue. While direct marketing at street fairs has demonstrated market
potential and product-market fit, it is not a scalable business model.As it is an impulse purchase,
Kiril's main attention should be on establishing a robust distribution channel and ensuring
immediate product availability.
One of the distribution methods that would provide immediate scale to Big Skinny's business
would be online distribution, which would allow the company to swiftly expand its reach. Big
Skinny would have to perform the following to strengthen the channel even more:
● Utilize behavioural targeting, long-tail marketing, and a variety of online ad formats to
execute 360-degree digital marketing.
● Personalization and rich-media interactions would increase customer engagement while
also allowing for transaction transparency.
● SEM and social media activities are used to promote content.
A/B testing should be at the bottom of the priority list. Although it is an excellent tool for
determining the best option out of two, it would be difficult to incorporate, would necessitate
outside technical help, and would be costly. Instead, Kiril may use the aforementioned
strategies to growth-hack his way to better results.
2. Evaluate Big Skinny's sponsored search strategy. Are there any search
keywords for which you would encourage Big Skinny to increase its bid, to
lower its bid?
Ans:- Following points we have mentioned:-
● As previously said, sponsored search is one of Kiril's most appealing choices.
Sponsored search appeals to many people for a variety of reasons. Big Skinny has a
website, which requires visitors, and Big Skinny wishes to turn these visitors into sales.
● Exhibit 4 shows that by purchasing terms that are genuinely the essence of the brand,
the likelihood of being visited has increased. The word "thin wallets" was clicked 387
times, followed by additional words related to this world in descending order.
● In addition to the greater likelihood of increased visits, the payment rate is a logical goal
to pursue. Advertisers only have to pay the search engines when their ads are clicked on
using sponsored search. This gives you the option of getting a good sense of the
amount of visits while also saving money on advertising.
● Yes, there are a few adjectives that encapsulate the brand's spirit, such as thin wallets,
thin wallet, and thinnest wallets. These words are inextricably linked to the brand's soul.
These associations with Big Skinny are crucial since they will help to establish a
category in the minds of customers. The stronger the link, the better the memory.This
strategy is usually for the long term, and it helps to build on the brand.
● It has the option of lowering its bid for words that aren't essential to the brand.
Furthermore, words with the lowest click rates should be given the lowest offers, or they
should not be considered in the bids at all. As previously said, the words that express
the brand message are more significant than the phrases that represent the brand
essence.

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