Digital Marketing Plan

1. AdWords Campaign launch

1. Please describe the process of campaign creation & who do you work with?

The Generic campaign creation process will be:

1. Targets and goals – Done internally in collaboration of local SU's, Distributers, marketing team.  
2. Brief – Marketing problem & solution, Target audience, Messaging, Budget and timeframe, local adjustments, General funnel – campaign flow order, Art concept (Working with designer or in house), Marketing collaterals needed. Done internally with the marketing team.  Might use an outsource for design (Concept, art, marketing collaterals) and translators.
   Marketing collaterals creation – Can be done internally using different softwares and/ or outsourcing with designers, developers etc.  
3. Technical implementation at Google AdWords platform – Done Internally.  

1. Share sample of brief for global campaign creation.  

The brief structure will be:

1. Marketing problem (question) – How to increase brand awareness/ create leads/ create first interaction/ explain product differentiation etc.  for a product at a specific country for a certain target audience.  
2. Marketing Solution (answer) – Background, plan of action.  
3. Target audience – features, preferences and countries.
4. Messaging- main messages, call to cations.
5. Budget and timeframe  
6. Local adjustments- Language, local products, culture e.g. content strategy and MARCOM.
7. General funnel – pipeline position for an overall multi-platform campaign.
8. Art Concept- Special pics/ presentation, colors, presentation.    
9. Marketing collaterals needed- Wireframes, Mobile, Landing pages, Newsletters, banners, videos.  

1. Please describe campaign implementation on process (existing vs new).

New

1. Marketing collaterals creation
2. Technical implementation – different platforms, landing pages, pixels embed, HTML and CSS adjustments, Google Analytics integration.
3. Ongoing communication with internal (SU's) and external (distributers) stakeholders.

Existing

The campaign and performance management target will be driving customer insights and better targeting from results to understand better omni-channel behavior and

target audience. The Campaigns will be checked daily (General performance, ROI) and adjustments will be done as needed.    

1. What are the principals of campaign analyze? Example
   The principles of campaign analyze is to identify contextual consumer experiences
   and marketing results, collect insights and take actions accordingly. For example, if we see a very high interaction regarding a specific Subject/ Keywords/ Messaging/ Offer/ Platform/ Funnel/ Device we can understand better the target audience, and /or the specific market preferences, and change the campaign/ funnel accordingly.            
   

From the insights should be derived marketing automation and cross functional channel planning.

1. One of our type of customers is a Civil Engineer who's got a big project. He's under deadlines, but got stuck in an unstabilized soil. He needs a quick solution, and our product is his answer.

1. Please prepare a landing page wireframe for the term “geocell supplier”, or “soil stabilization”.

[pic 4]

1. Please suggest how we can find such customers - please specify marketing channel and acquisition method.

The challenge is to locate centers of activity or interest by active search, Keywords research, relevant trends and websites, events etc. After an affective research we will be able to determine the potential of each channel.
 

1. Our Sales Cycle can be very long due to the nature of civil engineering projects – from 6 months to few years, until the deal is closed.
   Our Database contains records of different types of clients; Engineers, Contractors, Agents, Distributors, Industry Vendors and more.
   The potential clients are in different stage of customer relationship – but not sales opportunities, for example: New, Contacted by Marketing, Contacted by Sales, Non-Answering, Quote Sent, Information Sent, Currently No Opportunity, etc.
   
   Please suggest a marketing plan that will move this client down the sales pipeline, stage by stage. The marketing plan can use different marketing channels/tools/methods. Support your suggestions with KPI’s

I would the start the marketing plan by stating a solid B2B digital strategy- digital SWOT, online value proposition, possible pipelines (funnels), content and social strategy. Developing one as such will offer serious competitive advantage and will keep the brand and messaging coherent online.