ADV 420: Shell Digital Marketing Strategy

1. Shell
Technology. Innovation. Crude Oil. Natural Gas.
Digital Marketing Strategy
Samantha Flynn

2. Challenges Goals
 Disloyal Customers  Increase Customer Loyalty
 Lack on B2C Communication  Improve B2C Communication
 Competitive Industry  Meet Global Demand
 Economy Driven Market  Deliver Sustainable Growth
 Technological Advances  Increase Visibility On The Web
 Electric And Hybrid Cars  Keep Up With Technological
Advancements

3. Campaign Theme
 Friendly  Innovation
 Interactive  Technology
Target Audience
 Men And Women  Household Income: $30,000+
 16 Years Old And Up  Full-Time Student
 Middle To Upper Class  High School Education And Above
 Urban and Rural  Part/Full-Time Employment
 Legal Drivers License
 Has An Automobile

4. Social Media
 Sites:
 Facebook
 Twitter
 YouTube
 Shell Channel
 Foursquare
 No Additional Sites (Company Site Only)
 Brand Image And Consistence
 Similar Appearance

5. Internet Marketing
 Google AdWords
 Social Bookmarking
 Keywords:
 Shell, Shell Gas, Shell Gasoline, Shell Gas Station, Shell Oil,
Gas, Gasoline, Gas Station
 Increase SEO, Click-Through-Rate, Visibility
 Banner
 Toyota, General Motors, Volkswagen, Ford, Honda

6. Mobile
 Station Locator
 Station Prices
 Reward Points
 Miles Per Gallon
 Smartphone Application
 QR Code At Every Pump And Print Ads

7. Blogging
 Internally
 Employee Comments
 Company News
 Externally
 Videos
 Customer Reviews
 Press Releases

8. Campaign Evaluation
 Tools
 Google Analytics
 Free
 Unique Codes
 Measures (Before And After Campaign)
 Traffic
 Progress And Efficiency
 Company Growth
 Customer Sales

9. Budget
 Estimated $515,000 a year.
Fund Allocation
 Social Media  Blogging
 $25,000  $5,000
 Internet Marketing  YouTube
 $270,000  $15,000
 Mobile
 $200,000

10. Timeline
 Advertisements Will Increase During:
 Summer
 Holidays
 Poor Economy
 Social Media, Blog
 Daily Basis
 Mobile
 Monthly
 Mobile
 Quarterly