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You’ve just been hired to manage online marketing for Kent’s Camera Castle. Kent’s has dominated the local market (with their brick and mortar store) for the past 20 years, but their online presence is suffering.
Your primary assignment is to revitalize Kent’s digital marketing strategy. Their online business is struggling. Time is of the essence so you’ll need to assess the current situation and implement a winning strategy.
Here's Your Brief:
Nine years ago, Kent’s launched a website that quickly began to rank on the search engine results page (SERP) locally. That gave Kent and his management team the impression that internet marketing is simply a matter of putting up a website and taking orders.
They later found out otherwise…
Online sales grew substantially for the first six years, but have steadily declined over the past three. Kent’s sales manager, Carla, needs help. She wants you to take the lead in getting internet sales back on track.
Carla provides the following data, drawn from the previous month for the three products you’ll be marketing:
Revenue:
This is last month’s total gross sales (prices x quantities).
Profit:
This is last month’s total gross sales minus total costs of sales.
Units Sold:
This is total number of units sold last month.
Visits:
This is the total combined unique visits for the month to the sales pages of the three products you’ve been assigned.
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