Digital Marketing Strategy and Implementation for NoldeArt Art and Office Supplies

This project defines a digital marketing plan for NoldeArt Art and Office Supplies to establish a competitive edge against its competitors. The plan includes SEO, social media, mobile marketing, and content marketing strategies.

DIGITAL MARKETING STRATEGY
AND IMPLEMENTATION PROJECT
A case Study of NoldeArt Art and
Office Supplies

Introduction
 This project seeks to define a digital marketing plan aimed at establishing a case for more engagement
and investment in digital marketing and to change the structures and processes for executing digital
marketing
 It will give an integrated approach where digital marketing is considered as part of NoldeArt’s marketing
strategy
 NoldeArt is a newly formed art and office supply company based in Beach, Canada and the following table
sets out its products and prospective customers:
 Our company was formed on July 2018 and currently has three employees at its single outlet. We intend
to deliver quality art and office supply products at affordable prices to all our customers. Nonetheless, Our
company enters in to a competitive marked already dominated by other art and office supply sellers such
as Upper Canada Stretches, Alberta Art & Drafting Supplies, Waxworks Encaustic Supplies, and
MatShop.ca. However, this proposed marketing aims to create an effective online presence for the
company as a competitive edge against the competitors.
Customer Product Offered
Interior designers Fine art materials, craft kits, décor
accessories
Start-up businesses Stationary, office supplies
Established businesses stationary, office supplies
Event planners and managers Fun and seasonal products,
Halloween decors, craft kits,
innovative gifts, and greeting cards

Situation Analysis
 This section will take a look at NoldeArt’s competitors, customers, and the
economic environment in which the company operates
 It will also identify the key issues affecting our company’s growth potentiality

Customers & Competitors
The key Customers for NoldeArt include:
i. Interior Designers
ii. Start-up businesses
iii. Established businesses
iv. Event planners and managers
The key competitors for NoldeArt include:
v. Upper Canada Stretches
vi. Alberta Art & Drafting Supplies
vii. Waxworks Encaustic Supplies
viii. MatShop.ca
 Due to the logistical challenges and nature of our business, it would be unusual for
a Canadian customer to order art and furniture supplies from foreign countries
such as the UK
 Hence, NoldeArt majorly has to compete with other art and office suppliers within
Canada who deliver cheaper products (e.g. Hardys and Colours Artist Supplies)

Change & SWOT Analysis
 Reports by Statista (2018) indicate that there has been an upward trend in the
consumption of furniture and arts-related products in Canada for the past four
consecutive years from the year 2012.
 Also, the consumption of furniture and furnishing supplies in Canada increased by
4.7% from $ 4.28 billion in 2014 to $ 4.49 billion in the last quarter of 2015
(Statista, 2018).
 With the growth experienced in 2014 and 2015, it is expected that there is an
expanding market that NoldeArt can benefit from.
SWOT Analysis
Strengths
 No major negative legacy for consumers
 Positive working relationship with its suppliers so far
Weaknesses
 Our company currently has only three outlets in Canada
 company’s digital presence is only prominent in its website
 Not yet fully explored the option of content marketing

SWOT Analysis Continued
Opportunities
 There is still an opportunity of becoming among the best online art and office
supply destinations
 It is possible for NoldeArt to take advantage of the increasing trend of furniture and
furnishing consumption in Canada.
Threats
 Our company is facing threats from global retailers such as Amazon who are
entering the Canadian online furniture and furnishing market
 NoldeArt is likely to face is the viruses and system failures inherent in digital
marketing.
Key Issues Facing NoldeArt
 There seems to be lack of awareness about the products among consumers
 NoldeArt is losing a lot by failing to target customers looking for high-quality arts
and office furniture at a discounted price, creating a need for an effective search
engine optimization (SEO) strategy.
 Our company heavily relies on previous customers, word of mouth and affiliates as
its main media channels. However, according to Smith (2012), a major
disadvantage of these channels is that it is difficult to increase previous customer
spending and positive word of mouth.

Strategy Objectives
 Increase website visits from 360,000 to 450,000 per year through search engine
marketing
 Increase acquisition objective twitter followers from 1,500 followers to 2,500
followers
 Increase the buying rate of previous customers to a minimum of 550 per year by
developing social media marketing, mobile marketing, and content marketing.

Search Engine Optimization (SEO)
The proposed key targets for NoldeArt’s SEO include:
i. Increasing site traffic from search engines
ii. Enhancing search term traffic share
iii. Enhance search engine ranking for search terms appearing on displayed ad
This is to be achieved by:
 Optimizing generic search terms like “discount name office supplies” as currently
optimized by other office supplies firms such as funiturebuzz.com.
 Optimizing landing pages to enable them appear within the first three pages of
search results.
 Linking NoldeArt with small or big art supply brands such as Opus Art Supplies or
Deserres respectively upon good relationship with other art and supplies brands
within Canada to promote its links on their site.

Social Media Strategy
The following objectives are expected to be achieved:
i. Increase twitter followers
ii. Enable online reviews and ratings
 Resources must be dedicated to ensuring that there are at least two tweets daily
from NoldeArt
 The employee responsible for the tweets should be available and ready to answer
any questions asked by customers on Twitter
 Gaining a good reputation from reviews and ratings is an easy way of enhancing
customer interaction with the brand
 In this regard, Patrutiu-Baltes (2016) argue that most customers depend on reviews
and ratings to make online purchase decisions and that most customers trust
brands that show customer reviews
 Hence, online reviews and ratings on the website could really give NoldeArt an
edge against its competitors

Mobile Marketing
 There is an increasing rate of companies using mobile marketing to build sales,
build and retain customer loyalty, and to attract new consumers (Maw-Liann, Wan-
Ju, Wen-Yuan, & Sheng-Liang, 2015)
 Against this backdrop, NoldeArt’s mobile marketing strategy aims to achieve the
following objective: to create a made-for-mobile site
 While most art and office supply firms only have websites viewable on PCs, few
have websites specifically created for viewing through mobile phones
 Hence, NoldeArt can take this advantage to gain an edge over its competitors
because as Bakhtieva (2017) puts it, most customers use their mobile phones to
surf the internet.
 NoldeArt is missing out on a large market that could potentially make several
purchases
 In response, the strategy aims to design a simple website that allows for
navigation and viewing on a smaller screen.
 The goal is to provide more direct information to consumers who might want to be
informed on the go.

Content Marketing
 To gain an effective online process, NoldeArt needs to match its content
(entertainment, inspiration or information) to its customer needs during various
stages of the consumer buying process.
Hence, the strategy aims to:
i. Generate various content ideas to be delivered through video content uploaded in
online video channels such as YouTube.
ii. Express brand essence in every tweet through the company’s twitter handle
 To achieve these objectives, a series of video contents describing the company’s
products will be uploaded online and the video contents will end will the tagline:
“Your creative outlet”
 This tagline will also be included in all the tweets made through the company’s
Twitter handle and print media advertisements.

References
Statista (2018). Monthly sales of stationery, office supplies, cards, gift wrap and party supplies at
large retailers in Canada from 2014 to 2016. Retrieved from: https
://www.statista.com/statistics/474635/monthly-sales-of-stationery-office-
and-party-supplies-at-large-retailers-canada/ [Accessed on 2nd August 2018]
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal Of Strategic Marketing, 19(6), 489-499.
doi:10.1080/0965254X.2011.581383
PATRUTIU-BALTES, L. (2016). Inbound Marketing - the most important digital marketing
strategy Bulletin Of The Transilvania University Of Brasov. Series V: Economic Sciences, 9(2),
61-68.
Maw-Liann, S., Wan-Ju, C., Wen-Yuan, C., & Sheng-Liang, W. (2015). Key success
Factors in digitalmarketing in service industry and the development strategies: a case study on
fleur de chine at sun moon lake. International Journal Of Organizational Innovation, 8(1), 172-185.
Bakhtieva, E. (2017). B2B digital marketing strategy: a framework for assessing digital
touchpoints and increasing customer loyalty based on Austrian companies from heating,
ventilation and air conditioning industry. Oeconomia Copernicana, 8(3), 463-478.
doi:10.24136/oc.v8i3.29