An Analysis of Marketing Channels and Strategies for CompanyOne

This report analyzes the marketing channels of CompanyOne, an online merchandise store. It begins by exploring the evolution of Customer Relationship Management (CRM) with the rise of social media, highlighting the role of Social CRM and tools like Hubspot. The report then delves into the integration of Social Media Optimization (SMO) and Search Engine Optimization (SEO) strategies to increase website traffic. Furthermore, it examines web analytics, including visitor segmentation based on behavior, demographics, and platform, and the use of Google Analytics and goal funnels to understand user behavior and conversion rates. The report recommends specific CRM tools and discusses the importance of a digital marketing funnel. The analysis considers key elements like behavior, outcomes, and user experience, providing insights into optimizing CompanyOne's marketing strategies.

Running head: MARKETING CHANNELS OF COMPANYONE
Marketing Channels of CompanyOne
Name of the Student
Name of the University
Author Note

1MARKETING CHANNELS OF COMPANYONE
Evolution of CRM with the rise of Social Media
Customer Relationship Management (CRM) refers to the set of practises that
companies adopt to analyse and manage the data and interactions with the customer
throughout the service life cycle. The aim here is to improve relationships as also maintain
customer retention while driving growth in sales.
The rapid expansions of social media have ensured it to be a key part of any leading
CRM solution leading to the birth of Social CRM (Jelonek, 2015). A leading social CRM
implementation can be that of Hubspot. It is an open source solution and uses intelligence
gained from social media to generate leads by automatically linking social media profiles to
the list of leads of the company. It also enables companies to create buyer’s persona which
can provide immense benefits for online merchandise stores like CompanyOne.
Role of SMO and SEO
Social Media Optimization (SMO) is about leveraging the powers of the social media
to build exposure of products and brands. Curated contents are also shared to make products
appealing for the users so that conversions can occur. Social media websites have high
Search Engine Optimization (SEO) ranks in the Google Search Engine Results Page (SERP)
and hence linking websites with social media accounts can immediately improve SEO
ranking of any website. Despite the commonalities between SMO and SEO as of
(Impactsocialmedia.net 2013), both has their unique methods to increase exposure and traffic
so it is best for businesses to use a combination of both.

2MARKETING CHANNELS OF COMPANYONE
Segmentation with Web Analytics
Visitors can be segmented through Web Analytics based on their behaviour,
demographics, platform among others (Unilytics.com, 2016). The different types of
segmentation can be:
Behavioural
Last purchase
Unique or Returning users
Unique or Repeating users
Casual user or Power User
Demographics
Location (City/State/Country)
Age
Gender
Role (User or Buyer)
Platform used
Operating system
Browser
Desktop, laptop or mobile
Because visitor segmentation enables businesses to conduct A/B testing of their
marketing campaigns, it is possible to make a more detailed analysis. This provides valuable
insights on how different groups of users can respond to particular variations in the website.

3MARKETING CHANNELS OF COMPANYONE
Google Analytics and Goal Funnels
Questions
Do user behaviour play a substantial role in formulating CompanyOne’s marketing
strategies?
Is it necessary to find if visitors move through the goal funnel exactly as intended in the goal?
Does CompanyOne require information on volume of user sessions leading to a conversion?
Reasoning
Marketing funnels provide easier glimpses of the different phases of business
processes involved in the lead up to a conversion. Google Analytics (GA) provides Funnel
Visualization Report and Funnel Conversion Rate. Based on data obtained from the
webpages relating to the funnel, the visualization report gives the most detailed performance
metrics regarding funnels and the funnel conversion rate denotes the number of visits. A
typical digital marketing funnel consists of the following sections – exposure, discovery,
consideration, conversion, customer relationship and retention. Hence Google Analytics plays
a pivotal role in streamlining these sections/pages of websites for businesses and can do the
same for CompanyOne. In the advanced segments one can find the Goal Flow Report and
though it is more detailed and flexible than Visualization report, it cannot calculate
conversion metrics requiring much of the information to be assumed (Holmes, 2013). Thus,
for CompanyOne, if the answers to above questions are affirmative, it would be better to use
the visualization report and conversion rate in step by step basis to get a comprehensive
overview.

4MARKETING CHANNELS OF COMPANYONE
References
Holmes. (2013). An introduction to Google Analytics for ecommerce. Retrieved from
https://cdn.shopify.com/s/files/1/0196/9376/files/Intro-Google-Analytics-for-
Ecommerce_1.pdf
Impactsocialmedia.net. (2013). Impact social media all about seo. Retrieved from
https://impactsocialmedia.net/wp-content/uploads/2013/08/impact-social-media-all-
about-seo.pdf
Jelonek, D. (2015). The Evolution of Customer Relationship Management System. Recent
Advances in Computer Science, 29-33.
Unilytics.com. (2016). Web Analytics Strategy. Retrieved from https://unilytics.com/wp-
content/uploads/2016/06/Web-Analytics-Strategy.pdf