Media Plan 4
4.1 Using e-commerce the most important channels for accomplishing my KPI of having 100 email subscribers or account profiles to my website are:
a. Online PR 5%
Social Media 25%
Paid Search/PPC 0%
Display Advertising 5%
Email Marketing 40%
Search/SEO 5%
Affiliate Marketing 20%
b. Metrics
Online PR: How the company is perceived through surveys, how much demand and buzz is created around the product
Social Media: Number of likes on Facebook or blog posts, number of followers on Twitter
Paid Search:Not used
Display Advertising: Number of visits to company website that result in purchase
Email Marketing: subscriptions per e-mail and site registration, number of pre-orders on a product
Search/SEO:Keyword searches for my company
Affiliate Marketing: How many sales are coming from affiliates
4.2
a. Value of a conversion
Assumption:(1 in 4 will purchase a shirt) %25 conversion rate
A subscriber is worth $30
b. Cost of a conversion in each channel
Sales Budget Cost
Online PR: 15 $500 $33
Social Media: 8 $464 $58
Paid Search/PPC: 0 $0
Display Advertising: 8 $500 $62.50
Email Marketing: 4 $232 $58
Search/SEO: 0 $0
Affiliate Marketing: 15 $75 $5
4.3 Based on the review of my channels. My costs are more than the actual value of each subscriber. One thing to change is the assumption that 1 in 4 will purchase a shirt. My goal is to have a %50 purchase rate. So if 100 people visited the website 50 of them would actually purchase a shirt. I should assume that less than 50 will make a purchase. In addition the results are from my initial month long campaign in which I expect to lose money during the first year and a half of my business.
Affiliate marketing would be the best channel based on the assumptions. I would also like to decrease the email marketing.
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