• Author / Uploaded
• Nitin Bhatnagar

• Categories
• Posicionamiento en buscadores
• Publicidad online
• Marketing
• Mercado (economía)
• Business

Citation preview

ONLINE MARKETING BIG SKINNY Case Analysis by ARNAB GHOSH (18F513) MOHIT PARPYANI (18S626) VISHWA MOHAN AMARACHINTA (18F262) NACHIKET JANNU (18F336) ALOK A N (18F407) NITIN BHATNAGAR (18F439) AYUSHI SINHA (18S715)

Q1. Compare the seven technologies that Big Skinny has used in terms of their effectiveness vis-à-vis offline methods followed by Kiril.

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Q2: Evaluate Big Skinny’s sponsored search strategy. Are there keywords for which Big Skinny must increase or lower the bid amount? Big Skinny used sponsored search to place its list of specific keywords in results of search engines. It bought specific keywords to show its ads in the first page of search when the user used a search engine. Big Skinny bid more on words like ‘thin wallet’ as they were natural choices of consumers. It bid less for exploratory keywords like ‘nylon wallet’ as Kiril thought consumers would be less likely to know alternative material for wallets. Suggestions for Big Skinny 1. All the keywords appear in the first page of search. 3.2 is the highest average position. But some of them have 0 conversion rate. a. ‘Thin leather wallets’ is unnecessary. There is another keyword – thin leather wallet which is doing well in terms of conversion rate (7.69%). b. Big Skinny need not spend on ‘Thin super skinny wallet’ as it has zero CTR. The number of impressions is also very less, 4, the least among all the keywords. c. Thinnest wallet ever, thin sport wallet, best thin wallet, super thin wallet and super thin wallets have very blow CTR (