MBA 723

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North Dakota State University *

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723

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Business

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Apr 3, 2024

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MBA 723.01 Digital Marketing Fall 2023 Homework Assignment I (Maximum Points: 20) Name(s): Bradley Hubert, Jayden Roos, and Taylor Lugert Answer the following questions. 1. Part I: Digital Marketing Foundation & Strategy (5 points) Business Model Research needs to include the following: 1.1 Can you think of a successful Online Business that can be built without any large investment? Some examples of such an idea are following: https://www.yourmechanic.com / or https://www.nerdwallet.com/ or https://www.nytimes.com/wirecutter/ or https://www.yelp.com/ or https://www.playyourcourt.com/ . A website where individuals can buy, sell, and auction sports trading cards. Our website will be specifically for sports trading cards, opposed to other buy and sell websites like Ebay, Craigslist, and Facebook Marketplace. 1.2 Target market research needs to include the following: 1. Definition of the main target markets (not more than two) and its potential size, 2. Demographic and psychographic characteristics, 3. Persona [1] (e.g. a name, a short description, main goals and motivations related to the product/service, skill level and resources related to the product/service purchase and consumption). Target Markets: 1. School-aged boys who are collecting sports cards as a side hobby with their friends. a. This target market trades/buys/sells sports cards on a more casual basis and are more inclined to partake if they have friends that are involved in the market. They are also less likely to be emotionally tied to the card and more so to the player behind it. b. School-aged buyers are likely to have a lower skill level and resources available when buying/selling sports cards at a serious level. They mostly purchase cheap and easily accessible sports cards.

2. Adult males who want to collect and trade sports cards as a form of investment or more serious collecting. a. This target market takes a more serious approach to sports card trading/buying/selling. They are more likely to be financially invested in the cards and hold long-term for financial reasons. b. They also are more likely to have a higher skill level when it comes to determining fair pricing of sports cards and resources to find potential investments in this market. Market size: $635 million in 2022, with expected growth up to $767 by 2028 (LinkedIn, 2023) 1.3 Long tail research: Discuss how the website can cater to a niche audience. Provide five potential long tail keywords associated with the website. The sports trading card market is growing vastly, this website allows consumers to buy and sell specific cards all in one place. Our websites services will create a seamless process for individuals and their needs. We will create features such as favoriting specific cards along with custom alerts that will allow users to buy and sell cards faster and easier. 5 long tail keywords: Where to buy sports trading cards Sports trading card auction site Sports card value How to sell sports trading cards Reliable sports trading card site 2. Part II: Web Design & Development (5 points) Web and UX Design: As part of this section, one needs to develop a prototype wireframe (home page and product landing page , about us page and blog page using Figma) (20 points). Wire frame : The wireframe design needs to incorporate buttons, images, texts etc. that tie it to the target market segments, their needs and the value proposition of the website. Paste the wireframe below or attach the file. Wireframe needs to include design home page, an about us page, and a product page.

Home Page: Landing Page:

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About Us Page: Blog Page:

3. Part III: Search Engine Optimization & Content Marketing (5 points) Search Engine Optimization (SEO) Keyword research: Generate a keyword research report from Google AdWords keywords planner from the tools and settings menu at the top [2] . Map keywords with the structure of the site design discussed in the previous part. If possible, discuss the relevant meta description, keywords etc. Where to buy sports trading cards – T his AdWords search shows high competition and prices on bids. Sports trading card auction site – There is no data in google AdWords for this long tail keyword search Sports card value – There is high monthly search volume for this long tail keyword, but it’s going down significantly and has medium competition. How to sell sports trading cards – This long tail keyword search has minimal monthly searches on average but little competition and no bid information. Reliable sports trading card site – There is no data in google AdWords for this long tail keyword search Overall, the Google AdWords search has shown us that using words such as value, buy, and sell are what pull in google searches relating to sports trading cards. 4. Part IV: Paid Search, Display Advertising & Email Marketing (5 points) Refer to the Big Skinny case and the week 4 materials to answer the following questions. 4.1 Search ad: Which keywords should Big Skinny bid for (refer to Exhibit 4)? What other new keywords should it buy? Why? How would the search ads look like? Prepare two search ads using the tool given in the link: http://andrew.marketing/ad-preview-tool/#/copy-1 .

The keywords that I believe that Big Skinny should bid for are thin wallet and leather wallet. These are very relevant keywords, and they could easily reach the top of search results. The two other keywords that I feel Big Skinny should buy are best wallet for gift and slim wallet for gift. Wallets are a big hit when it comes to buying a gift for someone so focusing on search words based around gifts will help generate traffic to Big Skinny’s website.

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4.2 Display ad : Use Figma.com to create an ad copy for the medium that you choose and explain its target market and why it is likely to help the brand? The target market is men aged 18-60 because they are the ones who utilize wallets the most. We would put these ads on social media sites such as Instagram and Facebook. This would help the brand because social media has become a very important part of the average person’s life and men will be seeing this ad on their feed. [1] Only for the main segment needed. [2] Alternatively, if you do not have a Google AdWords account, you can also email the instructor a set of keywords and he can send you the keyword planner report or do keyword research at sites like http://www.keywordspy.com/ , https://www.wordtracker.com/ etc.

Sources: https://www.linkedin.com/pulse/sports-trading-card-market-size-2023/

MBA 723

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