Digital Marketing

Value proposition

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At Hopper’s Cake, users can order cakes, cupcakes, and personalized cupcakes through the web app (Ask Santa!), where the priority is always on the design and taste. We believe that beauty and taste must be commensurate with each other. As a result, we prefer to bake cupcakes fresh rather than using preservatives, so instead of using dragees, sprinkles, or heart-shaped sugar decorations that are only used to make cakes look good, our focus is always on the flour, salt, sugar, eggs, butter or oil, flavoring and texture balance of the cake and cupcakes. Finally, to ensure freshness, quality, and purity plus consistency, we bake our cupcakes and muffins in tiny quantities. Nothing is mass-produced, and each cake is freshly baked and handcrafted in the kitchen each day, enabling us to keep our cakes fresh, distinctive, and natural not only that all the recipes are open and even customers are allowed to enter our kitchen and in inventory.

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SMART Goals

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Specific

Our highest value is customer satisfaction, therefore it is also our main goal, and to achieve it we would like to start with the highest quality, with a wide range of options in flavors and huge discounts to retain customer loyalty. Because of that, our blogs, youtube videos, website, and social media posts are targeted to show at least two to three ads in a week specifically just before the weekends.

Measurable

Ask Santa! is a web-based application backed with Artificial intelligence which helps us to understand user behavior and constantly changing market behavior, which leads us to measure the number of customers retained, and new customers after the ad campaign by tracking the database.

For example, personalized cupcakes are more common in adults of age 25 to 50, including our user persona, our target would be to capture 0.5-1% of new customers on monthly basis.

Attainable

At a first glance, increasing a 0.5-1% of customers base is way more challenging than it looks, nevertheless by doing the right quality of work in products and in the digital world, more especially using marketing our focus would be to achieve goals slowly and steadily with organic growth of the company while not just depending on present resources, we will keep our eyes open on upcoming changes like technology, marketing strategies, and customer behavior.

Relevant

Our deep-rooted goal is to become a default choice for people when it comes to purchasing cakes, cupcakes, or any personalized cakes and gifts, and definitely, our goal is achievable by not hoping that it will happen but by strategically planning and executing our strategies.

Time-bound

As above mentioned, instead of reaching instant traffic in the short term, our goals and focus are always on achieving and increasing customer base and satisfaction rate slowly for the long term and in more specific words nearly in one year.

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Key Performance Indicators (KPIs)

Although we can have as many indicators as possible, here are three which we believe are most effective for our web application.

1. Conversion rate

Probably the conversion rate is by far the easiest, most effective, and most straightforward metric to measure because of the following reasons.

• It is simple to understand the number of people purchasing our product.
• Also, we come to know the actual number of visitors to our website, landing page, blog, youtube channel, and social media pages, and how many of those actually we retain.
• It will help us to measure our SMART goals by tracking the customer base on regular basis. In addition, creating new strategies, changing current strategies, and understanding what works for us and whatnot.

2. Analytical tracking of data

While most business anticipates an increase in customers after just starting an ad campaign for their products and not analyzing the data that helps to understand and improve the strategies it is simply a waste of money and resources. We would like to run that extra mile to make difference, as a greater man said once, “data is the new oil“, so by using the previous information we can identify the audience demographics, impressions, click-through rates, cost per conversion, and many other trends over a set of time. Secondly, we can directly target potential customers by analyzing age, language, relationship status, likes-dislikes, and interests. At last, technically we are keen to see Real-time changes, Audience acquisition rate, and conversions.

3. Customer Lifetime Value (CLV)

As earlier mentioned, our vision and the main goal are to have the highest customer satisfaction. On account of that, CLV helps us to measure the net profit of an individual over a long period of time with purchasing relationships. Here it is a very integral part of our work, as we don’t want to burn money on ads to get more customers again and again, therefore by creating a strong bond with customers creates recursive purchases and works as a word of mouth to other customers which decrease the cost to acquire a customer (CAC). In long term, it also creates brand loyalty and ends up creating more revenue.

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Channels

As of 2022, the easiest way to connect masses is by using the internet and social media so we would like to focus on three main streams of marketing.

• Social Media & Viral Marketing
• Paid marketing
• Point of purchase marketing(POP)

1. Social Media & Viral Marketing

Social Media is one of the most powerful ways of branding when it comes to a comprehensive marketing strategy. It serves as a valuable tool to link prospects to your website and application. Further, Social media marketing (SMM) refers to the use of multiple social networks such as Facebook, Twitter, Instagram, and many other that helps to market our products and services. It also provides us with a way to engage with existing customers and reach new ones and Social media marketing has purpose-built data analytics tools that allow marketers to track the success of their efforts.

Secondly, As the name suggests viral marketing is based on natural behavior, uses preexisting social networks, and produces increased brand awareness through self-replicating processes similar to social media marketing and using the latest trends. For example, sharing products or services from person to person by word of mouth or sharing via the internet or email. The goal of viral marketing is to inspire individuals to share a message with to create exponential growth in the number of its users. 

2. Paid marketing

Paid marketing, or digital advertising, refers to any strategy in which we target potential customers based on their interests, intent, or previous interactions with the brand which includes SEOs, Paid campaigns, other digital channels, including search engine results pages (SERPs), social media platforms and websites, sponsored social posts and guest blogs, influencer marketing, display Marketing.

3. Point of purchase marketing(POP)

Point-of-purchase marketing refers to showing and delivering products and services to target consumers at the point that they make purchase decisions store or on a retail web application. For us, it is valuable in long run, as brand loyalty, people may start to the word of mouth which increase the new customer without spending even a single penny which reduces the CAC and increases the revenues.