Milestone 3

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Lombardi 1 5-2 Final Project Milestone Three: Draft of Success Metrics and Next Steps Anthony Lombardi Southern New Hampshire University MKT 311 Professor Finui 7/30/2023

Lombardi 2 Success Metrics Action Plan  Explanation: The company’s short-term goal of the marketing campaign is to generate sales and to build brand awareness for a new Hulu original series on the platform. With that goal in mind, three important metrics that should be used to monitor and measure the effectiveness of the campaign include website visits, click-through rates, and conversion rates. Website visits refer to how much traffic is visiting your website and you can then compare how the marketing campaign has impacted the number of visitors on the website. Click-through rate refers to “the number of people who clicked the content in your marketing email or advertisement” (Tanton, 2022), and conversion rate refers to the percentage of people who visited your website and then completed the desired action or conversion (Storm, n.d.). Additionally, since the marketing campaign has a very limited budget and due to senior managements skepticism of mobile marketing campaign success, some other key metrics to monitor and measure include return on investment (ROI), cost per click, cost per acquisition (CPA), and return on ad spent (ROAS), which can be very helpful in determining if the company’s partnership with social media influencers, where the company has the pay the influencer to advertise and promote the product, is bringing in a high enough return for the cost. I would also recommend monitoring and measuring statistics such as bounce rate, average time per session, and the percentage of new and returning visitors on the company website to determine if changes need to be made to the website. For example, if the company has a high bounce rate, low time per session, and a small percentage of returning visitors it may suggest that something is wrong with the website and that it is causing visitors to leave quickly

Lombardi 3 without returning in the future. Lastly, the company can monitor customer engagement on its social media sites and use that to see how customers are responding to the campaign.  Tools: There are countless different tools available to businesses that help them collect data and analyze campaign performance. The first tool I would recommend using is Google Analytics, which offers many different features at no cost at all, which can help the company stay on its limited budget. While Google Analytics isn’t made specifically for mobile, it has a wide variety of features that would help the company measure its success such as traffic reports, campaign tracking, conversion tracking, keyword referrals, real-time reporting, custom metrics, and much more (Knezovic, 2023). Another tool that can be used to monitor and measure mobile success is AppsFlyer. This tool specializes more in mobile marketing analytics than Google Analytics and can help companies track and improve mobile campaigns, monitor app engagement, see where installs are coming from, and much more (Knezovic, 2023). Lastly, I would recommend using Buffer, a social media management tool. “The platform offers publishing, analytics, and engagement tools to help companies manage social media content as well as paid campaigns (Knezovic, 2023).  Optimization: The company should use these tools and the data they provide to optimize their campaign and mobile tactics. For example, as I mentioned above, Google Analytics provides the company with statistics such as bounce rate and time per visit and can use that information to determine that there is an issue with their website. The company should then determine the issue and make any necessary changes to improve those statistics and optimize their mobile website to help gain sales and improve customer satisfaction. AppsFlyer can help Hulu optimize its mobile app by providing a large

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Lombardi 4 variety of key performance indicators (KPIs). For example, the tool provides acquisition and revenue app KPIs such as cost per install (CPI), ROAS, purchase frequency, organic conversion rate (OCR), and lifetime value (LTV). Additionally, the tool provides engagement KPIs such as daily active users, retention rate, uninstall rates, and several performance KPIs such as load speed and crash reports (Mor-Samuels, 2022). The company should analyze these various KPIs by first considering their short and long-term campaign goals, then determine which KPIs have the greatest impact on those goals, determine KPI benchmarks, and then make any necessary changes to help them reach those benchmarks and goals. Lastly, Hulu can use Buffer to create engaging and effective social media posts and then can use the tool to analyze how effectively those posts are reaching customers and to analyze customer engagement on social media. Once again, the company’s analysis may help them determine improvements that can be made on social media as well as determine what strategies have been the most effective. Next Steps  Moving Forward: The long-term vision of the campaign is to increase brand awareness, increase revenue, and increase customer engagement and loyalty. o Justification: Increasing brand awareness and customer loyalty is a very important long-term goal of the campaign because “building brand awareness ensures that your target audience recognizes and identifies with your brand” (Bontu, 2023). For example, Apple is a company with tremendous brand awareness and customer loyalty and as a result, they have built an emotional connection with customers and now many iPhone users refuse to purchase a phone from a company other than Apple. Focusing on driving customer

Lombardi 5 engagement is a great way to improve brand awareness and loyalty because it is a great way to build long-lasting customer relationships (Bontu, 2023). As the company improves its customer loyalty, customer engagement, and brand awareness, the company will see increases in revenue due to an increase in subscriptions and a decrease in the number of customers unsubscribing from the platform.  Tactics: Since the mobile marketing campaign tactics have proven to be successful thus far, I will recommend several ways that Hulu can expand its mobile marketing tactics to help reach its long-term vision and goals. o Tactic 1: Many streaming companies, including Hulu, offer discounts when signing up for the service such as “1 month free” or other offers. A tactic neither Hulu nor its competitors have used that can greatly help to increase customer satisfaction and loyalty is to offer loyalty rewards for customers who have been on the platform for a long time. For example, I believe Hulu should send offers to customers who have been subscribed for the entire year a chance to get one month free if they would like to extend their subscription to cover the following year. o Tactic 2: Post engaging videos and posts on social media that promote upcoming series and movies on the platform. Since Hulu has Hulu original series and movies, rather than posting short clips of the series or movies on social media as they are currently doing, the company can create fun and exciting videos with the actors and actresses in the series as a promotion rather than just uploading clips from the actual series. If the videos are very fun and catchy that is a great way to build brand awareness and engagement with customers. When creating these

Lombardi 6 videos, it’s important to keep them short and concise, while also ensuring that they are mobile-friendly (ThumbVista, 2022). o Tactic 3: Increase the use of SMS, pop-up, and email notifications regarding upcoming series and movies on the platform to get customers excited for new content to watch. This can help keep customers engaged and aware of what the service has to offer and may even lead to consumers talking about the new content on their personal social media pages and discussing it with friends. It can also help keep customers loyal to the service if they like to be aware of new content early. However, it is important not to bombard customers with notifications or they will most likely become frustrated and may decide to unsubscribe from the service. It is essential to find the middle ground where you are not sending too much information nor are you not sending enough.

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Lombardi 7 References Bontu, R. (2023). 15 Short-Term and Long-Term Marketing Goals. UPDF. https://updf.com/skills/marketing-goals-examples/ Knezovic, A. (2023). Useful Mobile Marketing Tools to Grow Your Business in 2023. Udonis. https://www.blog.udonis.co/mobile-marketing/mobile-marketing-tools Mor-Samuels, E. (2022). The Essential KPIs for Apps and How to Track Them. AppsFlyer. https://www.appsflyer.com/blog/measurement-analytics/app-kpis/ Storm, M. (n.d.). Conversion Rate Marketing: Everything You Should (And Need) to Know. WebFX. https://www.webfx.com/blog/marketing/conversion-rate-marketing/ Tanton, A. (2022). Ways to Measure the Success of a Campaign. Demand Science. https://demandscience.com/resources/blog/ways-to-measure-campaign-success/ ThumbVista. (2022). 5 Ways to Increase Brand Awareness Using Mobile. Retrieved from: https://thumbvista.com/2022/08/5-ways-to-increase-brand-awareness-using-mobile/

Milestone 3

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