News Corp & Caruso's: A Digital Marketing Strategy Case Study

This case study details a marketing strategy for Caruso's Natural Health Products, focusing on a new product line launch and targeting baby boomers and young families. The strategy leverages News Corp's extensive reach through platforms like Unruly for video advertising, print media for baby boomers, and Google and Facebook Ads for young families. The plan aims to drive traffic to Caruso's e-commerce website, build a membership database, and increase online sales within a monthly budget of $20,000. The case study emphasizes the importance of understanding the target market's media consumption habits, recommending print media for baby boomers due to their trust in traditional advertising and digital platforms for young families who spend considerable time online. The use of emotional audience data and user-friendly video formats is also highlighted to maximize viewer engagement and brand performance. Desklib provides access to this document and a wide array of study resources.

Caruso’s Natural Health Products
https://carusosnaturalhealth.com.au/

About Us:
News Corp Australia is one of Australia's largest media companies.

Digital Marketing Sales Funnel

Why They Should Advertise With News
Corp,
• News Corporation (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) is a
global, diversified media and information service company which
help the Carusos health Supplement Company to create and
distribute authoritative alongside engaging content to consumers
throughout the globe.
• Because it the News Corp comprises businesses across an array of
media such as news and information services; book publishing;
cable network programming; it help the company meets its target
audiences.

Why They Should Advertise With News
Corp,
• By using the Unruly ad tech company, the company will benefits by
having its advertising videos watched, tracked as well as shared
across the Open Web hence reaching many potential customers in
these two niches (baby boomers and young family digital media).
• The use of emotional audience data alongside user-friendly video
formats by the Unruly will help the company advertise and
massively surge viewer engagement and brand performance.

Why They Should Advertise With News
Corp,
• The Unruly will help the company due to its secret weapon of being
passionate people on a mission to #deliverwow.
• Thus using this News Corp, 100% viewability is guaranteed to an
audience of 1.360 billion monthly distinct users’ crossways mobile,
desktop and smartphones

Their Target Markets
• The target market for the company are baby boomers (BB) and young families’
digital media (YFDM).
• The BB are those individuals born between 1946 and 1964.
• They are presently the largest cohort of consumer spenders.
• They account for almost $230 billion in consumer packaged goods’ sales, or
49.0% of total sales in general.
• The BB are only targeted by a small % of advertising, less than five percent.

For Baby Boomers Why They Should
Use Print Media
The BB show more trust in print advertising (newspapers and magazine)
than online ads.
Whereas BB traditionally comprises an extremely loyal consumer bunch,
some difficulties in targeting BB’s advertising exist (Tiago & Veríssimo,
2014).
BB above 50 years have 2.5 times the discretionary spending power of
coveted eighteen to thirty-four age group.

For Baby Boomers Why They Should
Use Print Media
• But ads aiming BB still appear to miss the mark.
• Furthermore, whereas BB remain extremely active shoppers online, like many
people, BB are more probably to trust ads found print media over online media.
• Traditional print media like magazine and newspapers showcase a huge appeal
among BB and are a great way to improving advertising campaign ROI (Hilt &
Lipschultz, 2016).
• Print media have positive impact on BB’s purchasing behavior than online ones.

For Young Families Digital Media
Why (Google, Facebook
Advertisement)
• The young families’ digital media spend a considerable amount of time in the
Internet through Google Ads and Facebook Ads advertising.
• Thus to achieve maximum visibility, boost leads and sales, and get novel clients,
the business must leverage the strengths of advertising on Facebook Ads and
Google Ads in concert as this group are always online (McGorry & McGorry,
2017).

Why (Google, Facebook
Advertisement)
Facebook Ads, presently, remains the pioneer in sphere of paid social.
Facebook Ads has become an integral part of several business’ digital
marketing strategies (Chaffey & Ellis-Chadwick, 2016).
Facebook Ads leads to unparalleled audience granularity, incredible
ROI and a healthy visual platform for this target group.

Why (Google, Facebook
Advertisement)
• Google Ads allows for a broad range of Ad formats, offer a level
playing field and an immense audience.
• Google is thus the de facto leader in online advertising.
• It will offer the business an unprecedented and unequaled
potential audience of users (Young Families Digital media) who
are actively searching for services and goods.