Digital Marketing Specialization

Module 4 – Task 2

Mekail Sarwar

WORD COUNT: 550

Channel Strategy
Email and Display Campaigns for the users in audience Category 1

Scenario 1:
Display Campaigns:
The banner should include company details and should be a flash ad to gather the
attention of the consumers. The advertisement should lead the consumers directly to
www.grainger.com. As it is quite easily visible on www.boschtools.com, there is no
space on the left or the right side of the page, and thus, the banner should be
displayed on the bottom. Thus, the size of the banner should be 300*250.

Scenario 2:
Display Campaign:
As the customer has logged into his account on www.grainger.com , and has left
the cart without purchasing it, the cookies can be used in order to use display
advertisements on various websites such as google, Facebook and YouTube The
advertisement can be on the right side of the websites. The size can be 300*600.
E-mail Campaign:
The customers can also be sent reminders about the offers available and the
quantity available on E-mail. This mail can also be sent to audience 2 for approval.

Scenario 3:
Display Campaign:
As the customer has logged into the account and has started visiting other categories,
banner advertisements can be shown to the customer on the other websites to show
them what their needs are and the only solution would be bosch tools. The
advertisement can be on the right side of the websites. The size can be 300*600.
E-Mail Campaign:
The customer should be sent reminders about the products under the power
tools category, the usage of the product, and the pricing, so that the
audience can sent it to audience 2 for approval.
 Email and Display Campaigns for the users In Audience Category 2

Scenario 1:
Display Campaign:
The same display ad which was showed to the audience 1 will be
shown here. E-Mail Campaign:
E-mails to the procurement officers can be sent which state the salient
features of the website and why the company should buy from Grainger.

Scenario 2:
Display Campaign:
A comparative display advertisement can be shown to prove to the customers how competitively priced the
products are. The display ad can also show the quick delivery process. The banner ads will be put up
specially on www.google.com to ensure that the audience sees it when they are doing research on
other sellers. The advertisement can be on the right side of the websites. The size can be
300*600.

E-Mail Campaign:
In order to improve the sales experience, an e-mail can be sent to the customers for
registrations and to remind them about the power tools, and majorly their prices.

Scenario 3:
Display Campaign:
Redirecting display advertisement can be put up on google to ensure that the customer goes
directly to the power tools website. The display ad would show the usage of the product. The
advertisement can be on the right side of the websites. The size can be 300*600.
E-Mail Campaign:
An email can be sent to the audience which would describe the details of the products
along with their uses and pricing to ensure that the audience’s doubts are cleared. The
email would lead the audience straight to the power tools category.

Bibliography

Source
1. https://www.grainger.com/content/services
2. https://www.graingercsr.com/grainger-at-a-glance/about-grainger/
3. https://corporate.graingerplc.co.uk/about-us/business-model.aspx
Digital Marketing Specialization
Module 4 – Task 3

Mekail Sarwar

WORD COUNT: 653

Recommendation for Display Ad
Scenario 1:
Under this scenario, what the company (Grainger) has to do, is to create brand
awareness on the website of Bosch power tools i.e. www.boschtools.com. The
following is a mock-up ad which shows the type of ad that can be displayed:

Scenario 2:
For the customers who have logged in, and finalised the products, but have abandoned
the cart, display advertisements can be showed on websites such as facebook.com and
answer.com to ensure that they are reminded about the products viewed and the
discounts available. The following mock-up ad can be considered as an example:
Scenario 3:
For the customers who have logged in but have not visited the power tools category, it is
important that a display advertisement be made to ensure that the customers are reminded about
the usage of the product and what the product can do. This display advertisement can be used on
google and Facebook to ensure that the customers are redirected to the website and specifically,
the power tools category. The following mock-up advertisement can be used as an example:

Recommendations for E-Mail Ad

Scenario 1:
It is important for Grainger to ensure that e-Mails are being sent to the target consumers
who have visited Bosch. The company can ensure that they get registrations by providing
incentives to the consumers. The following is a mock-up email content for the consumers:
Scenario 2:
The biggest issue faced by the company is in terms of the abandonment rate or the
shopping cart abandonment. The company can either send display advertisements
or also send personalised emails using cookies to remind the consumer that they
have an item unpurchased in their cart. The following is an email ad mock-up:

Scenario 3:
The major problem is that the consumer visits another category instead of the power tools
category. There can be a link which will redirect the consumer directly to the power tools category
or the webpage of the power tool on Grainger. The following is a mock-up for the email:
Alignment of the email and display ad to Bosch Power tools
Currently, Grainger’s emphasis on professionalism has a distinctly different look from that
of its competitors. The one thing that Bosch focuses on mainly is ‘Quality’. Bosch would not
mind pricing extra for ensuring quality as the company believes that maintaining long term
relationship is extremely important. Bosch also believes in creating a community for its
users to establish better relationship with them Grainger is in sync with the same ideology
as Bosch does. The value that Bosch provides is quality in exchange for higher price.
Grainger charges competitive prices for value added services such as immediate deliver,
emergency delivery, auto re-order etc. Grainger also gives the consumers the opportunity
to compare products from different brands to get a better idea for purchase.

Some general comments regarding the content marketing strategy:

Bosch/Grainger co-branding – both Bosch and Grainger need to convince customers there is a strong
relationship between the two companies. Grainger needs to build up Bosch as a world-class supplier of
power tools and Bosch needs to build up Grainger as a world-class supplier of MRO products.

Value must be given to the customer in exchange for a desired

behavior or action Customer-provided value to marketer Contact
information

Preferences survey results

Willingness to be redirected while online
Marketer-provided value to customer
Promotions
Coupons
Product information

Webinars

Bibliography

Source
1. https://www.grainger.com/content/services
2. https://www.graingercsr.com/grainger-at-a-glance/about-grainger/
3. https://corporate.graingerplc.co.uk/about-us/business-model.aspx