A day in the life of a Digital Researcher
Marketing Channels
Choosing your approach
At the planning meeting some ideas were suggested for different ways of promoting sales online and in the shops. Which approaches might work best online and in shops? Rearrange the post-it notes to work out which are going to be work best for the store promotions.
Online
Both
In Store
- Cheaper
- Discounts
- Exclusive / limited editions
- Customisable trainers
- Customisable laces
- Vouchers
We want to create a buzz so people come into the stores but the Boss has also thought of the idea of creating some popup shops – marquees in the centres of towns and cities where some additional trainers can be sold. She wants to use the Pokémon Go effect to drive people into the popup shops and stores but isn’t really sure how this works. So, further jobs for you to do!
Social Media Use
Firstly you need to provide some further information for her on how people share information online so we can maximise the impact of the viral marketing campaign and she can work out how best to drive interest for the stores and popup shops. You need to open up a new webpage and search for The rise of Social media in 2018 by Our World in Data and use the chart to help you identify how many monthly active users Facebook, Instagram and YouTube had in 2018:
Using information from The rise of Social media in 2018 by Our World in Data, what was the first social media site to reach a million monthly active users? And when was this milestone achieved?
All your background research information went down really well at the planning meeting – the Boss was certainly impressed! The end result is that the Boss wants to launch the new line of trainers in a couple of months. They need to be a success in stores as well as online and she is worried that they’re not going to sell enough to people in the shops, as everyone is shopping online now. You need to think again about how you're going to do things.