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Introducing The Amazon Echo: A New Way To Stay Connected

The document introduces the Amazon Echo, a new connected home device that is always listening and can respond to voice commands. It allows users to stay connected through music, information and communication. The target audiences are families and business professionals who enjoy new technology and value convenience. The marketing strategy includes paid search, display ads and social media to build awareness and drive sales of the Echo.

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Pankaj Dadwal
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70 views24 pages

Introducing The Amazon Echo: A New Way To Stay Connected

The document introduces the Amazon Echo, a new connected home device that is always listening and can respond to voice commands. It allows users to stay connected through music, information and communication. The target audiences are families and business professionals who enjoy new technology and value convenience. The marketing strategy includes paid search, display ads and social media to build awareness and drive sales of the Echo.

Uploaded by

Pankaj Dadwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introducing The

Amazon Echo
A new way to stay
connected

Baylee Diedrich, Waverly Wituski, Ashley Ritter, Micah Flores


What is the Amazon Echo?
Objectives

Market Share CTR 15,000


Facebook
Likes

15% 10%
Target Audience
Primary Market
 Age: 25 – 54 (125 Million) Families
 Income: $75,000+
 Education: Some College
 Psychographics
 Enjoys shopping online, Values time
with family, Loves Music
 Buying Behaviors
 Purchases new phone every year,
 Purchases smart home products
 Purchase Drivers
 Latest and Greatest
Target Audience
Secondary Market
 Age: 25 – 54 (125 Million)
Business Professionals
 Income: $75,000+
 Education: Some College
 Psychographics
 Lives life on a schedule, Always
on the go
 Buying Behaviors
 Purchases productivity apps
 Constantly orders supplies
 Purchase Drivers
 Wants hands free experience,
Lack of personal assistant
Digital Strategy

Paid Owned

Earned
Paid Media
Keywords
Average Monthly Searches
Voice Control 8,100
Hands Free 18,100
Speaker 135,000
Bluetooth Speakers 301,000
Amazon Echo 368,000
Bluetooth 450,000
Echo 550,000
Wireless Speakers 905,000
Wireless 1,220,000
Amazon 185,000,000
Display Advertising

80 Million Active Users

A New Way to
307 Million Active Users stay connected

1.6 Billion Active Users A convenient way to make it easier to get


through the day
Owned Media
Drive
Engagement

Create
Authority

Provide Relevancy

Enabling Accessibility
Relevant Inbound Links
4.8%
21.5% Facebook
Google Create
Authority

2.6% 2.6%
Yahoo! YouTube
 Track AdWords Campaign
 Track conversion of traffic from display ads
 Track and Monitor Key Points of Interest
Objective Accomplished

Increase
CTR 10%
Earned Media
Social Media

Communicate with Customers

Announce New Features

Promotions & Games

#StayConnected
Objective Accomplished

1,500 10%
Facebook Follower
Likes Increase
YouTube
Interactive Display Boards

Ask Alexa Anything

Just Ask
Yelp

Pandora

Traffic Updates
Objective Accomplished

Just Ask
Budget
Includes Salary &
$100,000 10% Agency Fees

AdWords $2.35 CPC @


$400,000 75,00 Impressions
$300,000
Display Advertising $3.10
@ 55,00 Impressions

Paid Search
$200,000
Paid Social
SEO
Schedule
October to January to April to July to
December March June August
Our Team

Director

Account SEO SEM


Manager Manager Manager

Coordinator Coordinator
Coordinator
01 02
Recap

15%
Market
Share

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