BoomerangPresenters:

Busola, Marija and Seif

Who buys this product?

Gmail Users Business Professionals “Techies”

Players Digital Strategy Owned Media Paid Media Earned MediaBoomerang SEO- Keyword

Link-buildingContent development

WebsiteApp storeSocial Media

None found Links from articles-newspaper

RightInbox competitive prices, attractive website, relatively high user awareness,

WebsiteBlogTwitterFacebook Page

online coupons Social Media (twitter, facebook), Articles and Links on Online News/ Magazine sites (pc world, cnet, cnn money), Online Bulliten boards (reddit

Streak CRM StartupDirected towards businessesEase of use highlighted

WebsiteBlogiOS and Android App

None found Landing page with icons of magazine articles - Links from articles to website.

SideKick SEO - KeywordsContent developmentLink-building

WebsiteBlogGuidesSocial Media

None Found Landing page with icons of magazine/newspaper articlesReviews

LetterMeLater SEO-Keywords-Link-Building

WebsiteForum

None found Reviews

INSIGHTS

Boomerang may want to expand its product definition to provide Productivity and Organization

Solutions rather than just Email Management

To increase sales, boomerang gmail may want to concentrate more on Promoting the Paid Features.

Boomerang may need to focus more on B2B clients as they could be potential customers for their high-

prices ‘Premium pack’

Improve SEO campaign promoting all features ofBoomerang and not only scheduling emails

Improve the paid media campaign of Boomerang

1. BUSINESSES/ ORGANIZATIONS

2. COLLEGE STUDENTS

TARGET SEGMENTS

SEO PPC DISPLAY REMARKETING SOCIAL EMAIL-MARKETING

BLOGGERS Website MobileSite

Awareness Contextual Blast Campaign

Consideration KW such as Business emails, scheduling, efficiency.Content Development

Adwords; on products

Banners for application on business based newspapers

Banner with content Social media ads and videos on facebook, youtube, twitter on features

Blogs on business productivity. Enhancing communication, organization, etc

Adapting the landing page for businesses with a more detailed description

Simple videos on product

Preference Content development for product information

Banners promoting features of product, pricing options, trials, coupons

Blog with reviews and comparisons

Highlighting the features of the product

Product information and features

Purchase Content Development using pricing

Adwords on plans and pricing options

Showing the different payment schemes (premium, professional etc.) in ads

Highlighting features through FB videos + twitter, instagram

Different packages

Loyalty Content development with after sale information

Community building targeting different organizations and businesses

Sending Emails promoting tricks on how to use product better

“How to” support page with easier access, creating a new tab

Blog on website on FAQ

BUSINESSES AND ORGANIZATIONS

TARGET - BUSINESSES/ ORGANIZATIONS:

Boomerang Gmail is useful for SMEs - Make them Aware about the potential benefits

that can be gained from Boomerang.

Alexa* shows that we are popular mainly in North

America ( 40%) - expand base in other parts of the world.

Thus, we suggest increasing contextual display ads in

Europe and Asia.We suggest incorporating a better designed layout for the website, which would

educate the potential customers (in consideration stage) about ALL the ways in

which Boomerang can increase the productivity of the clients in a simple and

clear manner.

According to Alexa*, visitors spend 1 min 30 sec on average on the

website. In order to increase the purchase intention, we suggest

developing content and keeping it interesting

enough for them.

Mindful keyword research is another key

component of our strategy for both,

SEO and PPC, especially in the middle stages of

the purchase funnel.

For our existing customers, we suggest inserting more

informative videos on website to further educate

them about creative ways in which Boomerang can

increase the productivity of the clients. This would help

us in the loyalty stage to improve the consumer

experience and convince them to upgrade the category

*Web Analytics website: http://www.alexa.com/siteinfo/http%3A%2F%2Fwww.boomeranggmail.com

SEO PPC DISPLAY REMARKETING SOCIAL EMAIL-MARKETING

BLOGGERS Website MobileSite

Awareness Targeting University websites

Consideration Key Words: Send assignmentsProductivityOrganize Emails

Facebook ads, Youtube pre roll ads related to college students interests

Contact technology bloggers, as well as blogs such as buzzfeed, etc.

Easy website structure for students

Simple videos on product

Preference Key words; Send Email Later

Set assignment reminders

On blogs related to productivity, scheduling and organizing emails

Facebook ads Show why Boomerang is better than competitors, in relation to student

Easy website structure for students

Product information and features

Purchase Content development

Adwords on studentpromotions

On blogs related to productivity, scheduling and organizing emails + Apps that help you at university

Promotion codes on different social media platforms

Showing easy download process

Different packages

Loyalty How to articles

Create a community around productivity and organization

Follow up emails with people who download. Expose them to premium accounts

Easy access to owned blog on the website

Blog on website on FAQ

COLLEGE STUDENTS

Target group that can use the product not only as a tool for

emails but also as a productivity tool.

Set agreements with universities and business schools and offer them discounts. This way, they

will promote Boomerang as something useful and students

will get used to using it. Results, once they are done with their studies, continue using it and

passing it from this category to another.

DIFFERENCE IN STRATEGY - B2B (BUSINESS/ ORGANISATIONS) AND B2C (COLLEGE STUDENT)

Higher focus on this segment since this segment could

increase revenues by purchasing the higher-priced

packs (Pro and Premium).If the product becomes a part of

the business, there could be higher retention amongst the

clients in this segment.

B2B (BUSINESS/ ORGANISATIONS) B2C (COLLEGE STUDENTS)

For purpose of reaching both categories we decided to start a blogwhere we would be able to share useful content

We realized that the needs of two segments are different so we decided to approach them differently.