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HURRICANES
Stukent: Digital Marketing Simulation
Joe Dougherty, Joey Rowe, Delaney Owen, Ally Mclaughlin
The Simulation
Stukent is a digital marketing simulation for
ing campaign.
Website
Above: Our website Tabulous earned a layout score of 90 out of 100. You can see all the different brands in our description, but the layout promotes the two most popular brands. This site was
the landing page for all of our marketing efforts.
Website
Above: Stukent tracked the web traffic for Tabulous. It was interesting to see how high web
traffic did not always produce the most conversions. There are many important measures of success, but some of them can be unhelpful at times.
Its also interesting to note that although we had multiple email campaigns, none of our traffic at
all came from emails. All of our other sources of traffic steadily increased throughout the simulation with the except of paid traffic, which saw a spike consistent with our Round 2 success and
then a drop in later rounds which we will discuss further later.
ROund 1
Strategy: When designing the website, the
simulation gave a score out of 100 for our
layout. We designed our layout and went
back to the drawing board until we got the
best possible score (a 90). Our strategy was
to include all the best brands so our website
would appear anytime someone searched
for a major tablet. This strategy proved to
be largely ineffective.
We eventually learned that it is best to focus on a simple message (one product)
and have all of the keywords and emails
lation worked, we might have done things differently when it came to allocating our money.
ROund 2
Strategy: Focus our marketing efforts on few,
on in a later round.
ROund 3
Strategy: Optimize our email marketing around results from click-through rates, specifically in A/B
tests. We also decided to build upon our best products, which were Lenovo tablets. We started
focusing on Android tablets because those tablets showed opportunities for impressions.
Adjustments: We analyzed the results from the A/B tests on our Android emails. We sent two
emails selling Android tablets, each with a different designs. The two emails showed no difference
in results. Android was clearly a quality product regardless of our messaging strategy. Sony and
Asus still had the most conversions in our campaign, but we got a little sidetracked with selling
Android tablets. We continued to eliminate unsuccessful keywords, and purchased more keywords
with high conversion rates.
Above: The A/B test was essentially useless to our campaign, but it was a great experience in
testing different messages. These types of tests are becoming more and more common among
digital marketers in the real world.
ROund 4
Strategy: Focus on creating a new campaign, while minimizing the amount of ad groups that were
not generating results.
Adjustments: We eliminated ad groups such as tablet android, tablet samsung, and tablet
windows that were not showing high conversion rates. We also dropped keywords such as iPad
tablet, best tablet PC, and tablet PC that had low click through rates and conversion rates.
Given that our first campaign promoted Lenovo tablets, this helped generate keywords that were
more specific to the Lenovo campaign. The new campaign we created marketed Sony and Asus
tablets because those keywords were showing the highest success in conversion rates.
ROund 5
Strategy: Explore opportunities to sell Sony and Asus tablets. We also decided to experiment with
Android tablets again to see if we could get conversions in another product.
Adjustments: We enabled more keywords for Sony and Asus tablets, while developing a new email
for these products. We also added best android tablets to our keywords to see if we could grow
in Android again. Our funds were limited, which not all of us realized, and the success did not
always play out.
Results
Above: We enabled keywords for Lenovo, Sony, and Asus tablets, as well as best tablets categories. Looking back, we should have concentrated on one or two products and purchased more
specific, focused keywords.
Results
Above: Essentially all of our conversions and revenue came from our Lenovo campaign. The
campaign held ad groups for other products like Sony and Asus, which allowed the campaign to
be successful.
Sony and Lenovo were the best individual products given the success of their keywords. Trying to
promote several brands and attract visitors through best Tablets was a good strategy at first,
but in the long run, it would have been better to be more focused. Our initial strategy was to have
a widespread campaign with many different tablets, but that especially didnt work out when we
ran out of funds after the first round.
Our team finished third in the simulation. Despite being confused in the first rounds and making mistakes with our money, we were able to make strong connections with our key words and
emails. Our project made $12,314. Sony and Asus would have been our best products, but when
we started their campaigns, we had already run out of money. When we discovered Sony was doing well, we wanted to focus our budget entirely on Sony tablets, but we didnt have enough money.
Android tablets also showed potential because of their success with keywords, but our Android
email did not provide conversions for some reason.
Results
Above: The Lenovo campaign received all of our funds, while the Sony Asus campaign did not
receive any money. Despite limiting our abilities, the mistake of spending all our money at once
was a good learning experience. It forced us to focus on a select number of products, which is a
better real-life strategy, even if it didnt work in our final campaigns.
group.
might have been beneficial to our overall success would have been to make a bigger push
of our campaigns.