Assessment 2

Using the same case study in Assessment 1 and your findings, you are required to answer the questions below.

Part B - Case study (based on a fictional shop)

You are working for TasAussie shop; this is an online clothing shop that is focusing on the Australian market.

Their marketing efforts so far were fine; however, it was not delivering the expected results.

They knew who their target customers were:

? Young men and women aged 20 - 35 years.

? Mid to high-level income, working as employees or self-employed.

? Outgoing, love fashion and travelling.

They are working hard all week and wait for weekends to meet friends and party all night.

The online shop owns a website and social media pages used mainly for communicating with customers and announcing new clothing lines.

Customers can visit the website; choose the product they like and place an order online.

Delivery through Australia Post is expected within a week.

TasAussie Shop had run an online and offline marketing campaign last year; however, the results were not as expected.

The number of potential customers was expected to increase by 10%, but it only grew by 7%.

The social media engagement was barely 0.2% while they aimed for 1%.

Sales were expected to increase by 25%, but they only increased by 15%.

Following the offline and online campaign, their website traffic was high, however the conversion rate was below expectations.

The main traffic to the website landing page was from both online and offline media:

? Offline media: 25%

? Social media: 75%

When consumers land on the website, they spend less than 3 minutes and leave the site, only 20% continue browsing to the products pages. TasAussie was aiming to retain up to 30% and as well a higher conversion rate of 5%.

The numbers below show the main website pages traffic.

A30053 Digital Media_Assessments_v1.0.pdf - Google Chrome X " moodle.apc.edu.au/pluginfile.php/196346/mod_resource/content/1/A30053%20Digital%20Media_Assessments_v1.0.pdf A30053 Digital Media_Assessments_v1.0.pdf 6 / 11 100% + D conversion rate was below expectations. The main traffic to the website landing page was from both online and offline media: . Offline media: 25% Social media: 75% When consumers land on the website, they spend less than 3 minutes and leave the site, only 20% continue browsing to the products pages. TasAussie was aiming to retain up to X 30% and as well a higher conversion rate of 5%. The numbers below show the main website pages traffic. W Website Visitors Landing Page 5000 Number of Potential Products' Pages Customers 1000 7 Customers Checkout Page Transaction 150 A30053 Digital Media | BSB40820 Certificate IV of Marketing and Communication | Assessments v1.0 Young Rabbit Pty Led (ABN 28 003 381 182) trading as Australian Pacific College RTO Code: 90396 | CRICOS Provider Code: 01331F | 6 2022 PT 8 12:27 12/06/2022