Week 6 Capstone Project

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Feb 20, 2024

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WEEK 6 CAPSTONE PROJECT 1 Alexandra Belanger, Alicia Bruce, Diego Corona, Charles Plasse, Dominick Scioli, Kalani Waddell Wilmington University Mobile Marketing (BMK 471) Ambrose Cousin 10/8/2023

WEEK 6 CAPSTONE PROJECT 2 To evaluate the effectiveness of our mobile marketing campaigns, we will track metrics like conversion rate, app downloads, click-through rate, and return on ad spend. These metrics provide insights into how well our campaigns are driving desired actions and the overall return on investment. We will also consider user reviews and professional judgments to shape consumer preferences. Well-designed survey questions that are clear, concise, and focused, with a logical flow, will help us measure consumer reactions in this ever-changing marketplace. Different question types can provide varied insights, and visuals will be used thoughtfully to enhance the survey experience without being distracting. By analyzing all of this data, we can make informed decisions to optimize our future strategies as well. The key performance indicators, or KPI, that we will be using are output indicators, such as revenue growth and new customer acquisition. This is the best for this because the company is already big and has an established client base, so seeing the revenue growth will allow us to understand how many of our current customers have bought new products. The new customer acquisition will allow us to see how many new customers we gained during the marketing campaign, whether it be customers new to the industry or customers that we were able to take from our competitors. The most important thing to measure against is ourselves. Benchmarking the first few months and creating a standard is important to ensure success. However, these first few months are not going to be the standard forever. As time moves on and the company becomes more successful it is imperative that standards are adjusted to meet this expectation.

WEEK 6 CAPSTONE PROJECT 3 Additionally,measuring and benchmarking other similar companies and their success is also important to ensure that our company is keeping up with the competition. While it is likely that exact numbers and other metrics will not be available to the public, other perceived knowledge about their success, or lack of success, can be useful information regardless. Tools we will use to measure our campaign vary. First, there is social analytics. Which depends on what platform we chose to advertise on. For example, we will advertise on Instagram and TikTok. Social analytics from each site are different but they track follower engagement, audience reached, and page growth. Another tool which will be of skillful use to us will be google analytics. Google analytics informs us on where your visitors are on your site right now, how long they spend on your site, how many pages they viewed, what pages they viewed, if they were on mobile, desktop, or tablet, and where the viewer came from that includes Google, Facebook, Instagram, or another partnering websites. Google analytics will be a valuable tool for us since we plan to link our website to our social media campaign and email messages. These two forms of advertising will be our main outlet for mobile marketing. And to track the success of our emails, we will use HubSpot. A website which is categorized as the best email marketing analytic tool. There are a number of actions we can take if the outcomes of a mobile marketing campaign fall short of the objectives that were originally set. To start, we can carefully examine the campaign's statistics and metrics. Recognize the campaign's weak points and any trends or patterns that may have led to the performance shortfall. We can Discover the fundamental causes

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WEEK 6 CAPSTONE PROJECT 4 of the campaign's inability to achieve its objectives. Examining elements like targeting, messaging, timing, or money allocation may be necessary for this. We can ask our team members who worked on the campaign's planning and implementation for their opinions and thoughts. We could offer insightful information about what went wrong and possible areas for development. It is possible to ask ourselves if our Campaign's Initial Goals Were Realistic and Achievable. Based on the knowledge gathered, revise them if they were unduly ambitious to make them more feasible. We should Make the necessary changes to the mobile marketing strategy in light of our study and the determined underlying reasons. This could entail improving the targeting parameters or improving ad creativity. We are able to ensure that we keep lines of communication open and transparent with all parties involved, including management and clients, regarding the status of the campaign and the actions being taken to address the problems. It is crucial to view the campaign's poor results as a teaching opportunity. We should think about recording the lessons discovered and utilizing them to guide future mobile marketing campaigns. We must be aware of other variables that might have affected the campaign's outcomes, such as modifications to the market, the competitive environment, or customer behavior. In conclusion, it is critical to do a thorough analysis, make data-driven adjustments, and be ready to iterate and adapt our approach to better results when a mobile marketing campaign does not meet its objectives.

WEEK 6 CAPSTONE PROJECT 5 References Hall, J. (2022, December 26). How to measure the success of your marketing campaigns . Forbes. https://www.forbes.com/sites/johnhall/2022/12/25/how-to-measure-the-success-of-your- marketing-campaigns/ How to measure success of a marketing campaign with metrics. (n.d.). https://www.indeed.com/career-advice/career-development/how-to-measure-success-of- marketing-campaign Perez, S. (2021, July 7). Why you need to use qualitative and quantitative Kpis to grow your business (+ examples) . BrightGauge. https://www.brightgauge.com/blog/quick-guide-to- 11-types-of-kpis

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