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1. The target audience for a burger brand is youth who are heavy users of smartphone for watching videos, shopping, gaming, and social media. One of their top three activities was search. How can the burger brand use ‘search’ for selling chicken burger as young people did not search for keywords ‘chicken burger’ but they searched the internet for issues they were facing every day in their life such as getting good scores in exam or finding the right partner or getting a good job. The youth were looking for answers to their collective problems, desires, and dreams which were manifested through queries in search engines. 2. ICICI bank wants to position itself as a thought leader within the financial services industry and drive brand salience. The key insight for ICICI Bank was that people visit LinkedIn for three purposes – 1) to connect with other professionals, 2) to discoveropportunities, and 3) to get updated knowledge, inspiration and insights. How can the bank use above insights in their LinkedIn Marketing to position itself as a thought leader in the financial services industry. 3.a. Given below is a table that represents number of customer visits, number of leads, number of conversions, average order value, and economic value per lead on Facebook and LinkedIn. Analyze the data and answer which channel has higher economic value of lead and higher conversion Channel
Facebook LinkedIn
Number of Number of Number of Average visits leads conversions order value (Rs) 100 10 2 1000 100 20 4 750
Economic value per lead 200 150