Case Study - KidMedics
Case Study - KidMedics
1. Paid:
1. Quora.
2.Google Adwords.
3.Twitter.
2. Owned:
1. Email marketing campaigns such as company newsletters.
2. Social media posts and blog including Faceb
...
Case Study - KidMedics
Case Study - KidMedics
1. Paid:
1. Quora.
2.Google Adwords.
3.Twitter.
2. Owned:
1. Email marketing campaigns such as company newsletters.
2. Social media posts and blog including Facebook, Instagram and Twitter.
3. KidMedics official website and kidMedics aap.
3. Earned:
1. Product reviews on YouTube, social media, or blogs.
2. Media coverage of products, services, brand, or events
Identify different
paid, owned and
earned channels to
meet the objective (2
channels each).
1
Mention any four
paid channels and
identify ad formats
and the campaign
ideas on each.
2
Channel 1
Facebook
Instagram
Channel 2
Twitter
Channel 3
Quora
Channel 4
Google Adword
(SEM)
Ad format for
Channel 1
Carousel ads;
showcase up
to ten images
or videos in a
single ad, each
with its own
link.
Ad format for
Channel 2
Twitter app
cards using
video, which
open an app’s
page on
Google Play or
App Store
upon clicking
Ad format for
Channel 3
Image ad
Ad format for
Channel 4
App promotion
ads. Drive app
downloads and
engagement
with app
promotion ads.
Campaign for
Channel 1
Awareness :
Brand
Awareness
Campaign for
Channel 2
Consideration:
App install
Campaign for
Channel 3
App install
campaign
objective
Campaign for
Channel 4
App campaing:
app promotion
Note: You can use two paid channels from the ones you mentioned in the previous question
3
1. Awareness:
Since it is Start up budget for awareness can be 40%
• making potential customers aware of business, its brand, and products or
services..
• Boosting social media reach.
• Get more content shares.
• Increase ad impressions.
Engagement:
Budget for engagement can be 30%
That can be broken out any number of ways, including post Likes, Shares and
Comments, as well as the overall sentiment of the interactions (positive, negative,
indifferent). These will give a sense of what the overall interest-level of campaign was, with
higher engagement metrics usually indicating relevant, enticing ad content and
messaging.
Conversions:
Budget for conversion can be 30%
• To encourage audience on installation of the app
• Customer acquisition cost; convincing a potential customer to buy a product or
service. By installing app.
Allocate your budget
(in %) between
awareness,
engagement &
conversions. Mention
your reason for the
same.
Note: You can allocate a range of % among awareness, engagement and conversions
5 Awareness:
• The base unit for any campaign, Impressions measure how many times campaign creative was seen. For
Facebook ad or a banner ad, Impressions gives a sense of the overall exposure of campaign. Higher
Impressions are particularly important in an Awareness-phase campaign, where primary goal is generating
interest and knowledge of brand. The Cost Per 1,000 Impressions (CPM) metric gives you a sense of how
expensive or inexpensive those eyeballs were.
• Engagement is a great KPI to measure. That can be broken out any number of ways, including post Likes,
Shares and Comments, as well as the overall sentiment of the interactions (positive, negative, indifferent).
These will give a sense of what the overall interest-level of campaign was, with higher engagement metrics
usually indicating relevant, enticing ad content and messaging.
(b) Consideration
•Click through rate looking at how many people actually clicked ad once it appeared in their social media
timeline or YouTube or quora ads are being served. This gives an idea of how compelling creative messaging
and visuals are, and which versions of creative perhaps resonated best with audience
•Bounce Rate This measures the percentage of people who visited Download page or landing page and left
without interacting with the page.
(c) Purchase
•Procurement KPIs are measured across supply categories, buyer segments, and more. This metric will help
businesses ensure whether suppliers are delivering what was ordered and if it was delivered at the right time.
•Vendor performance management refers to the monitoring and analyzing of the reliability, quality, and
performance of company’s vendors. Monitoring vendors can helpcompany boost efficiency and profits, reduce
stock levels and inventory costs, and improve (both internal and external) customer satisfaction.
(d) Delight
•NPS(Net promoter score) is a short and simple way for measuring customer feedback. With only two questions
that refers to a concept and strategy, it provides a crucial insight as to how customers feel about your brand.
•Customer Lifetime Value (CLV) predicts the net profit attributed to the entire future relationship with a customer.
CLV can either be calculated as a business value that customer brings during the whole time of the relationship
with a company or as a value over a defined period of time.
Assign KPIs to
measure the
performance of
your campaign.
1. Listing the most relevant tasks for users that they can solve with application. Every
user downloads an app in hopes it will satisfy some of their needs. So it’s crucial to explain
user’s goal, a physical activity tracker like Fitbit, Diet tracker can work for app to help
during the on boarding process.
2.Suggestions on on call doctors, yoga instructor and diet titian. number of user following
them with the help of app and their reviews. Time management feature like when to start
yoga, what time to eat with calories intake and notification for same
3. Communication plays a critical role in customer relationships. users already receive
welcome messages, letters of gratitude, and product updates from company. Kidmedics
can go a step further and make this communication more personal with push notifications.
These notifications are triggered based on the behavior of users and automatically
provide them with a personalized experience. If a new doesn’t show any sign of activity
after downloading app or performing certain actions, we can set up a push notification that
will prompt them to come back to the app. For example: making them aware of community
and personalized care given to them with respect to Diet to follow yoga to do and time
management features and people review.
Create an
engagement
strategy to reduce
the uninstall rate.
ThiThank You!
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