Online marketing at Big Skinny Case analysis and recommendation Recommendation: Big Skinny should revise the online marketing approach by taking one strategy at a time‚ making it success and then jump to another. Rationale: After analyzing the case it is recommended that Big Skinny should revisit their online marketing options and prioritize what they should be concentrating on to make a good stand in online market and create a brand name. This would help them
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In 2010‚ Big Skinny CEO Kiril Alexandrov was looking to transcend from retail distribution and print advertising to the world of online marketing to achieve maximum growth. The retail sales pitch was an easy one‚ as Alexandrov focused on the value of the wallet and the impulsiveness of consumers (Benjamin & Kominers‚ 2012). Unfortunately‚ translating this type of sales pitch was much harder to do in the world of cyberspace. Big Skinny centered their online marketing efforts around display Ads‚ keyword
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Content plan What types of content will be created? By Whom? How will you use it in your marketing strategy? How will you gain followers using your content? I. Redesign website Problems Unclear (too much categories) Difficult to find what we are looking for Too much text Products are not highlighted Solutions Make it more intuitive (see its competitor belroy.com) More visual approach of the website Staging of the object on photos (because it is a fashion item and people want to
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In 2010‚ Big Skinny CEO Kiril Alexandrov wanted to transcend from retail distribution and print advertising into online marketing. In order to achieve this‚ it is recommended that Big Skinny implement a social media marketing campaign within the next 2 months at a cost of $19‚000. Problem identification: Despite successful in-person sales campaigns‚ Big Skinny struggled to find an effective online marketing platform that would grow and connect them to their consumer base. Big Skinny also ran into
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customers‚ 1Big Skinny is bidding for a variety of keywords. These keywords differ in value in terms of conversion rate but overall they have been effective in increasing brand awareness among internet surfers.1From Exhibit 4 it is very clear that total number of clicks were around 2063 (Total clicks= impressions * click through rate = 42‚986 * .048) that means odds of an ad getting click are quite high. It also signifies that sponsored search is working as a good facilitator for Big Skinny to make customers
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Online Marketing at Big Skinny The case study is about a wallet company name Big Skinny. One day the Big Skinny CEO‚ Kiril Alexandrov bicycled his way to work and his phone rang constantly. His marketing director and wife‚ Catherine Alexandrov had called and said that they had sold 4‚000 wallets. The problem was that the online store had glitches and most of these wallets were given away for free. A few weeks earlier the two were promoting their wallets at the Harvard street fair and were
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Subject: Three most important marketing steps to boost Big Skinny’s profitable revenue Date: 11/08/2014 In order to boost the profitable revenue‚ a growing Business-to-Customer entrepreneurship‚ Big Skinny would be better off rely on a Word-of-Mouth marketing strategy‚ and it is important to increase the number of potential customers. Thus‚ there are three major steps would be helpful: enrich customers’ experience by improving interactive content; improve marketing performance via Social Media;
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difficulty that Kiril is experiencing with the online marketing of Big Skinny‚ Kiril needs to first focus on a strong online marketing to draw new customers. With Big Skinny’s success at the street fairs using the in-person sales method‚ it is clear that the wallets can be successful and self-selling given the proper tools. In order for new marketing efforts to be successful‚ Kiril needs to develop a digital market that features a mixture of long-tail marketing‚ behavioral targeting‚ and Internet advertising
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Characters Giselle Vasco is a 22-year-old student who is in her first year of medical school. Giselle’s the smart one and fairly pretty...maybe. She is a compulsive studier that faces a losing battle with anorexia and blames it on her dead father‚ who she claims never loved her as much as her younger sister‚ Holly. Within Giselle’s narrative‚ she carries on a dialogue with the pessimistic side of herself‚ her inner demon – which‚ most likely‚ is her disease. Giselle comes face to face with her
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Starving to be Skinny As much as people rely on the media in society today‚ it sometimes does more harm than good. Millions of people are unhappy with their bodies and this can lead to eating disorders. The media is one of the main causes of eating disorders‚ especially among teenage girls. "[It] has a large influence on young people ’s body image‚ placing a great deal of pressure on obtaining the ’ideal ’ body shape. This often leads to young girls adopting unhealthy practices. These include
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