Kazi Ashikuzzaman

Digital Marketing Plan for Grainger.com Client: Grainger.com Objective To design a multi-channel digital marketing campaign for the client, Grainger, as they target a sales increase of Bosch Power Tools by 10% on Grainger.com. The client wants the campaigns to focus on display advertising and email for this project. Prepared by, Kazi Ashikuzzaman Digital Market analyst Dhak, Bangladesh p. [-] - Table of Contents I. Executive Summary............................................................................................... 2 II. Client/Brand analysis: .......................................................................................... 2 History of Grainger Business Model Strategy for Growth Online Presence Audience Bosch Brand Position Brand Personality/ Value SWOT Analysis III. Consumer Decision Journey (CDJ):...................................................................... 6 Scenarios of the Problem Business Objectives IV. Collect & Analyze Data: ........................................................................................ 9 KPI & Data Source Selection Possible steps to Prevent Biases Analysis Report: V. The Channel & Content Strategy: ........................................................................ 15 Display Strategy: Email Strategy: Campaign Strategy for Audience Profile 1: Campaign Strategy for Audience Profile 2: Content Strategy: Recommendation for the Content/ tone of the message: VI. Test & Control Plan: ............................................................................................ 19 Research Statement: Research Objective: Secondary Research: Primary Research: Recommended Test Campaign: VII. Appendix:.............................................................................................................. 21 Executive Summary Grainger is the 13th largest online store in the USA and leading the repair and maintenance tool industry for its unbeatable customer service and network of distribution. Currently grainger is launching its new brand Bosch in its directory. The challenge for this marketing plan is to design a multi-channel digital marketing campaign for the client, Grainger, as they target a sales increase of Bosch Power Tools by 10% on Grainger.com. The client wants the campaigns to focus on display advertising and email for this project. In this marketing plan we try to suggest the best possible marketing strategy in the field of display and email advertising. We have started with the history of grainger continued with the client/brand analysis. Then we have moved to consumer decision journey (CDJ) where we have examine the different stages particularly for the grainger brand and set all the required experiment and analysis types for this problem. We have identified the business objective, key question to reach to this objective, type of data needed to do analysis and testing to reach this objective. In the 3rd module we discuss the type of data and their sources, possible biases those are required to highlight when the data is being collected. We set the benchmark to summarize the insights of different analysis stage. Finally we summarize the analysis in order to help direct our channel plan and to help in developing the campaign. In module 4, we have dig deep into the channel and content strategy. We have discussed about the customer segmentation for different campaign condition. We have suggested different content and display advertisement techniques and tones and make sure the suggestion is aligned with the brand’s core value. In module 5 we discussed on the research method for the recommended campaign. We also determined the test recommendation across the different channels. Client/Brand analysis: History of Grainger 1927 • William W. (Bill) Grainger founded a wholesale electric motor sales and distribution business in Chicago 1928 • The business was incorporated as W. W. Grainger, Inc. 1936 • there were 15 branches in operation. It was evident that local branch service would be an integral part of the company's future growth 1967 • , Grainger became a public company, and its stock was traded in the over-the-counter market. Today, Grainger stock is sold under the GWW symbol on the New York Stock Exchange DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 2 1976 • Grainger became the first in the industry to implement optical character recognition equipment 1980 • Grainger continued to advance its systems by installing a national satellite-based digital communication network 1991 • Grainger introduced the first comprehensive electronic MRO catalog on CD-ROM 1995 • Grainger launched the corporate Web site. 1996 • began taking orders online- • Over the years, Grainger's product line has expanded to more than 1 million products and repair parts. The Grainger branch network has grown steadily. Business Model Grainger runs branch based business. Grainger has created a legacy of success by building strong customer relationships through its branches with a team of highly engaged employees who believe in providing exceptional service. It is currently expanding its business also in the ecommerce platform, producing 30% of the total revenue of Grainger. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 3 Strategy for Growth Strategy for Growth The most locations Grainger has more than 600 stocking branches in North America. Sometimes customers need things extremely quickly, even the same day, and Grainger is the closest and fastest alternative more often than other distributors The most inventory Grainger carries enormous stocks of inventory which in turns attract a big number of customer. The easiest to use website Sometimes, the The best catalog. speediest and most In some types of convenient way to distribution, paper purchase something is catalogs are still by using the keyboard essential because they that’s right in front of are the fastest and you. If you are a easiest way to look up business buyer, you many types of already know Grainger products. is more likely to have what you need quickly vs. other distributors. Online Presence Website: Grainger is the pioneer in ecommerce comparing with its competitor. For the last 6 Month it has total 3.10 Million of visits to its website grainger.com with a bounce rate of 38%. The visit curve is decreasing with time only for the desktop type, proving that the newly launched mobile apps are in more use by the customer. Nearly 87% of the audience are from the, USA representing the major customer share all over the US. A small market is also growing in Canada, Mexico and in India. Social Platform: 0.65% of total website traffic are driven from the social sites including Reddit, Face book, YouTube, LinkedIn, Stack Exchange and so on. Facebook and you tube are 2 major social site through which Grainger is publishing display advertising. Reddit is leading the social site in conversion performance 41.47% and Facebook is the second one with 27.25% of the total social site conversion. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 4 Audience Primary Audience: The Primary audience of the Bosch power tools are from business and industry experts. This group consists of occupations such as carpenters and other construction workers, painters, mechanics, plumbers, electricians, utility workers, landscapers and manufacturing employees. More than 25% of power tools audience are from this category. Home and garden enthusiast & software enthusiast are other 2 major primary audience category covering nearly the 25% of total audience. Secondary Audience: In this category the DIY professionals and the young apprentice are playing vital role for Bosch brand. Bosch Brand Position Bosch brand is standing as a key players in the global power tool with Stanley Black & Decker Inc., Atlas Copco AB and Techtronic Industries Company Limited. Stanley Black & Decker Inc. and Robert Bosch GmbH focus on research and development initiatives to introduce innovative products to attain sustainable advantages over the competition. In addition, these players also focus on expanding their global presence through mergers and acquisitions and new product development. Brand Personality/ Value Bosch has always been a value-driven company that encompasses change and continuity. Many of its values can be traced back to founder Robert Bosch, while other values have evolved over time. Bosch values reflect the manner in which it conducts business: professional ethics in dealing with business partners, investors, employees and society. Bosch takes advantage of its position as one of the world’s foremost technology and services companies to encourage global opportunities for strong and meaningful development in different global areas. To ensure the highest quality, Bosch focuses on its core competencies in automotive technologies, power tools and security systems. At Bosch, quality is the most valued asset, and it is on this platform that all other values are based. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 5 Bosch believes that innovation today ensures business tomorrow. The Bosch values steer all company actions, a continual guide to priorities and commitments. SWOT Analysis •High Customer satisfaction. •Established brand image around the world over the centuries. •Continuous improvement. Strength Threat Weakness Opportunity •Delay in decision making. •In certain situation centralized management is followed. •Marketing of products is given less impornce. •Increase in competition. •Too many substitute products are available in the market. •Growing bargaining power of companies. •Continues cost pressure. •It can produce more economic and ecofriendly products. •It helps to compete with other companies. Consumer Decision Journey (CDJ): Scenarios of the Problem There are four particular scenarios for this Marketing plan. The first Three of them regarding the customers who first visit boshtools.com. We can put these scenarios in different stage of the CDJ asFor Potential Customers: • Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com. • Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category. • Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 6 For Current Customers: • Cross-sell/up-sell more Bosch products from categories beyond power tools to its existing customers. Scenarios Position on CDJ Key concerns Analysis Scenario 1 Initial Consideration Stage Customers are not going to grainger.com as potential customer may not recall or recognize the brand grainger.com. The initial set of customer requirement is either not present or lack of awareness about the brand products. Competitive Intelligence Scenario 2 Active Evaluation Stage As the customer log in to grainger.com and visiting power tools category they are initially considering the brand. But we need to influence their decision more by marketing technique to drive them to First moment of truth. Experimentation/ Testing Scenario 3 Moment of Purchase Stage Existing Customer Post-Purchase Experience Stage The customer visited Outcome Analysis the grainger.com and also browse the power tools cut category and after that they go for a different category. This represents that the sales effort result doesn’t win the brand. We must look at the details of sales effort and the purchase funnel step by step. The existing customer who already purchased Bosch tools from the grainger.com will be DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 Voice of Customer Analysis 7 the target segment for this stage. The main concerns of this stage is to make them loyal to the brand by providing good customer service, discount on next purchase, or doing improvement according to the feedback from the customer end. Business Objectives Potential Customer: Scenario -1: Business Objective Build Awareness Key Question How many visits did my competitor get? Who are the referrals and destinations of Grainger and its competitors? How is the top keyword performance trend between Grainger and its competitors? Who are the audience and what are the segmentations of the Competitors? Data ( Sources) Hybrid data for Website traffic analysis. ( google trend) Hybrid data for Website traffic analysis. (Google trend, compete). Hybrid data (Google Insight for search). ISP & Panel data (Hit wise). Scenario – 2: Business Objective Influence Consideration Key Question What is happening in the Grainger’s website? Why is it happening? Why the customer are not converting? What are the solutions? DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 Data ( Sources) Actionable data ( Google analytics or any other analytic software) Qualitative data ( Surveys, group discussion) Experiment & testing ( A/B testing, Multivariate testing) 8 Scenario – 3: Business Objective Improve Sales Process Key Question What are happening in the sales funnel? Is the user interface is working the right way? Is the costing and delivery method is wining for the customer conversion? Data ( Sources) Actionable data ( Google analytics or any other analytic software) Experiment & testing ( A/B testing, Multivariate testing) Qualitative data ( Surveys, group discussion) Existing Customer: Business Objective Grow loyalty Key Question Who are the loyal customer? What are the additional products they are searching? Which marketing program was effective to produce past advocacy? Data ( Sources) Consumer group – Segmentation study, Twitter volume ( twitter API) Keyword & search data, Qualitative data ( Surveys) Marketing events (company intranet site), Hashtag volume (topsy). Collect & Analyze Data: KPI & Data Source Selection Scenarios Type of Data Data Source Major KPI Scenario 1 We will look at the search overview data, Top SEO words, referrals, Social comparison and audience for the above mentioned 5 competitors of grainger.com In this analysis we will look at grainger’s website data provided Similar web. It collects it data through hybrid data collection system. Bounce Rate, Time On site, Page View, Major Countries Referrals, Traffic source. Grainger’s campaign data, Survey Report (Not present), email Click Through Rate (CTR), Cost per, Acquisition Scenario 2 DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 9 Scenario 3 Existing Customer by them, mostly containing few campaigns data they have run recently. For completing this analysis it should be better to get some Survey data (not present) and also some data from the email department of grainger (Not present). marketing Insight. (Not present), Social network data. (CPA), Return On Advertisement Spent. (ROAS), Macro conversion rate, Micro conversion rate, Different Social KPI. In this analysis we will look at grainger’s website data provided by them, mostly containing few campaigns data they have run recently. Grainger’s campaign data. Cart Abandonment rate, Micro conversion rate, macro conversion rate, Macro conversion rate, Micro conversion rate, Different Social KPI. Topsy for sentiment analysis in twitter. Post –purchase survey report. Analytics report. Customer retention rate, Net promoter Score (NTS), Overall Satisfaction (OSAT), Customer Loyalty Index, Customer effort score. (CES). We will look at different sentiment analysis over the social network, post-purchase feedback from the current customer and also the post purchase survey form. Possible steps to Prevent Biases • • The biasing that may have occur in this analysis will sampling bias. For tackling with this biasing I have used a hybrid source who initially collect their data from multiple vendors like browser org, ISP data and finally super impose those data along with their own collection method. This, reduces the sample biasing to an acceptable data for further analysis. If we run any survey in this stage we should keep in mind about the fact of questionnaire bias to evaluate the survey in the right direction. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 10 • If we run any survey in this stage we should keep in mind about the fact of questionnaire bias to evaluate the survey in the right direction. Analysis Report: Competitive Intelligence Analysis Report: Traffic Overview: Competitors Total Visit Time on Site Page view Bounce rate Homedepot.com 45.80 M 00:05:48 6.67 30.03% Lowes.com 23.60 M 00:06:02 8.14 20% Acetoolsonline.com 45 k 00:02:16 3.31 61.74% Amazon.com 1.30 B 00:09:01 11.60 27.30% Grainger.com 2.80 M 00:04:26 5.45 37.13% Country ( % of major share) USA (94.04%) USA (97.27%) USA (71.70%) USA (73.14%) USA (85.86%) Traffic Sources Display Mail Social Search Referrals Direct 0 10 Grainger.com Competitors Homedepot.com Lowes.com 20 Amazon.com 30 Acetoolsonline.com 40 50 Lowes.com 60 70 Homedepot.com Top Referrals Slickdeals.net, dealnews.com, bensbergains.com, ebay.com, fatwallet.com Slickdeals.net, dealnews.com, bensbergains.com, fatwallet.com DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 11 Acetoolsonline.com Amazon.com Grainger.com Dewalt.com, boschtools.com, amazon.com, dremel.com, cmtutensili.com Slickdeals.net, deals.kinja.com, audible.com, smzdm.com, imdb.com Searchlock.com, swagbucks.com, boshctools.com, prosperent.com Analysis Insight: From the traffic overview we see an interesting co-relation between the Bounce rate, Page view & time on sight. And for Lowes, amazon & Grainger the Page view and time on sight are directly proportional to the bounce rate. So, an achievement of bounce rate in Grainger will result more page view and time on site. Analyzing the traffic sources we can clearly see that Grainger is leading on the search terms. So it should continue to its search strategy to its current one. In regarding to the display advertising it is also doing good compare with its main competitors. But there are still scope to develop in the display channel as the total percentage is too low comparing the total channel distribution. There is a clear scope of development in the mail traffic sources. Grainger is far behind the amazon and Lowes in this channel. It should improve more in this channel and take some innovative new strategy to do better in this channel. After the investigation of top referral we see that slickdeals.com, dealnews.com and bensbergains.com are the top referrals for the most of the competitor of Grainger. But the most interesting thing is that Grainger is not using a single of them for their referrals network. Suggestion has been made to include these sites in their referrals network. Benchmark: • • • • • • Lowering the bounce rate below 25%. Increasing page view above 8.50. Increasing time on site above 00:06:00. Increase the social conversion above 1.0% Increase the mail conversion above 0.70% Including slickdeals.com, dealnews.com and bensbergains.com in the referral network. Experimentation/testing Report: Targeting Tactic Bosch Tools.com Only Bosch Tools Visit, No Grainger.com visit Impressions 2,885,607 CTR 0.06% Total Orders 21 2,459,467 0.05% 0 DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 CPA $ 517.08 ROAS $ 0.49 $- $12 Grainger Power Tools Category 2,989,892 0.04% $ 168.28 66 $ 5.08 Analysis Insight: There is a comparatively good ROAS from the customers who visited Grainger power tools category. But there is definitely no return from the customer who visited Bosch tools but do not visit the grainger.com We need to do more variation in A/B testing for the later scenario. We also have to do A/B testing for email and other social sites those data are not available right now for using in this assignment. Benchmark: • • Average click through rate 1.5-2% ROAS – 20-30 USD. Outcome Analysis Report: Targeting Tactic Bosch Tools.com Only Bosch Tools Visit, No Grainger.com visit Grainger Power Tools Category Grainger & Bosch Visitor and No Purchase Grainger & Bosch Visitor and Purchase Grand Total CTR Click Orders View Orders 0.06% 2 18 CPA ROAS $ 517.08 $ 0.49 $0.05% 0 0 0.04% 1 65 0.06% 0 1 0.02% 0 192 0.05% 4 276 DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 $ - $ 168.28 $ 5.08 $ 5,312.61 $0.24 $ 11.71 $ 142.24 $ 57.24 $ 4.82 13 Investigating the ROAS it is visible that the ROAS in the first moment of truth or the purchase stage is very low. We need to investigate the sales process including the pricing option, delivery system or the online sales funnel flow system thoroughly to find out the problem. A questionnaire survey also should be useful to find out the problem in the outcome stage. We can run the survey through social network or through the email system. Benchmark: • To reduce the CPA up to a profitable ROAS level. Voice of customer Report: We have used analyze words to run a general investigation on the twitter sentiment analysis. The result found are shown below. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 14 In the sentiment analysis we see Grainger on a good standing on the emotional & social attachment. That provide us the information that it has a big loyal customer base who can be the future customer of Bosch power tools. The Channel & Content Strategy: Grainger is using email and Display advertising for promoting the Bosch tools. We will see the proper position for this two channel in the consumer decision journey (CDJ). DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 15 Display Strategy: Display advertising now a days fits for more than one stage of the CDJ. As they using compelling visual arts, display advertising is using for recruiting new customers as well as retargeting the old customers. Display advertising can be used in the Brand awareness stage for raise awareness in the new customer base, Active evaluation stage to influence the decision of the customers or in the postpurchase experience stage to retarget the loyal customers. Intended Persona: Demographic Position: USA, Canada, Mexico, India and Philippines. Intent/ behavior: Construction Specialist, DIY user, Construction Individual, Corporate decision maker, Procurement specialist. Context: First time visitors for grainger.com, current customers. Email Strategy: Email advertising is the oldest strategy in the digital marketing and still considered as the effective low cost strategy. As email marketing requires a vast database of customers and their permission to send the email effectively we can’t use it in all stage of CDJ. In the given context of this problem we will use email strategy both in the active evaluation stage and the post-purchase experience stage to influence the existing customer to be loyal to the brand. Intended Persona: Demographic Position: USA, Canada, Mexico, India and Philippines. Intent/ behavior: Construction Specialist, DIY user, Construction Individual, Corporate decision maker, Procurement specialist. Context: Visitors who have showed interest to the Bosch power tools product by providing their email address and the existing customer who can be reached by using their existing database. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 16 Campaign Strategy for Audience Profile 1: New Customer: Display: Showing display of Bosch Power tools on the grainger.com website to attract new visitor which takes the visitors to the Bosch brand filter search landing page. Email: Adding sign-up letter link in the grainger.com which will let them to visit the to the Bosch brand filter search landing page and let them download any white papers, material specification or any other content in exchange of their email address to grow the email database for next stage of email marketing. Current Customer: Display: For the current customer it will be more effective to use the retargeting strategy using grainger’s already developed marketing platform. Display advertisement will be shown to the existing customer using the retargeting method for display advertisement distribution through their various distribution channel. The display consequently lead the existing customer to a specific item landing page (for example, for a cordless screwdriver). Email: As the customer in this category have already shown their interest on both Grainger and Bosch tools, we can use their email to provide them more information to drive them towards the first moment of truth channel through the loyalty loop. To be successful in this strategy we can do two types of campaign. The first one is the email newsletter with links to the specific item landing page and the second one is the email with links to engage more with the existing customer. It can be a direct conversation link to talk with the sales representatives via the email campaign. Campaign Strategy for Audience Profile 2: Scenario 1: Display: Showing display of Grainger on the Bosch website to attract new visitor which takes the visitors to the Bosch brand filter search landing page on the grainger.com. Scenario 2: Display: As the audience shows interest on both Grainger and Bosch power tools but they didn’t make any purchase yet. It indicates that we need some A/B testing in the display advertising. We need to play with the display by doing A/B testing and align the message of the display more with the brand to get more relevant customer. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 17 Email: May be the customer need more information about the product or talk with a salesperson to make their decision at this stage. So we need to design an email containing the content offer just we mentioned. Scenario 3: Display: These are low potential customer. We can take 2 strategies to influence this category. Showing them a display ad with some discount to attract them to the campaign. Another one display ad with different visual to attract the right customer segment. Email: An email newsletter with a small discount coupon can be sent to this segment of customers to drive more sales. May be also a different format of email also be used to generate more sales through this channel. Content Strategy: Grainger is using email and display content for this campaign. Content strategy for display: Display advertising will use in most of the CDJ phase for the success of these campaign. Grainger should use all of the paid media, owned media and earned media and multi-channel distribution strategy to be successful in this campaign. For display advertising, it should use both the brand value of Grainger and Bosch in its visual. Grainger is best in the industry for its next to none customer service and delivery service through its big network of distribution channel. On the other hand Bosch is best for its uncompromising creativity and best quality of product in its domain. So, the Bosch power tool is a product with the emergence of this two excellence. The display should highlight these point in the multichannel distribution over the internet. Content strategy for email: Email content is using for more customer engagement through giving them free articles on the product, white papers, creative ideas to make them more interactive. The email content should be send to only authenticated user who will love to read the content. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 18 Recommendation for the Content/ tone of the message: The tone of the message should aligned with the campaign objective, brand value and the expectation of the customer. As Bosch and Grainger both are very well established and also playing a leading role the content tone should be friendlier, empowering, direct and community driven. Test & Control Plan: Research Statement: Grainger is using display and email advertisement channel specifically for the assigned campaign. In module 4 I have suggested various type of display advertising through different channel and email marketing to grow the sales aligning with the project objective. The problem statement should be – Measuring the effectiveness of display and email advertisement for the Grainger campaign through different channel of distribution. Research Objective: 01. To measure the display advertisement effectiveness in different channel. 02. To measure the email marketing effectiveness in different channel. 03. To compare the effectiveness of different channel Secondary Research: Research on the different format of advertisement in various channel through the analytic tool. To engage multiple level of customer segmentation the campaign will run in different format to measure the effectiveness of each communication techniques. There should be few target KPI like conversion rate, CPA for different ad, applause rate etc to measure the effectiveness of different display advertisement. There should be some market data on similar campaign from the different channels to compare the effectiveness with the market competitors. Primary Research: This is kind of direct research conduct by the internal team of the Grainger. It could be quantative or qualitative research. Online survey should be arranged to ask the customer about what ad they like to see or what they don’t like about. Grainger can also use different social channel to hear the customer voice and their suggestion about the campaign. Execution: Since the audience is dominantly present in the online platform, most research can be done through the online. It could be through online survey, social media network like Facebook, you tube or other community platform in online media. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 19 Recommended Test Campaign: New customers: Many new customers visit Grainger.com on a daily basis. Grainger wants to target these new customers and increase the sales of Bosch power tools on Grainger.com Banner ad highlighting the Bosch power tools. Small video clips of Bosch tools in action at the workplace in the display ad segment. The ad will direct the new customer to the landing page of Bosch power tools. Current customers: Grainger wants to cross-sell or up-sell different categories of Bosch brand products to customers who have purchased Bosch power tools on Grainger.com Pop-up display ad highlighting the launch of Bosch power tools in Grainger. A floating ad of power saw or drill working interactively in the page and get the customer attention. An email campaign newsletter highlighting the launch of Bosch tools which will include some good review of previous Bosch customer. Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com Display ad providing the major competence information of Grainger can attract the customer to show interest on Grainger. Another way is to show the Bosch + Grainger combination to show the total excellence of the product and service. Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, login to Grainger.com, and visit the power tools category Showing them the customer review or product in action to make them convince to go to the next step of the funnel. DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 20 Appendix: 01. http://pressroom.grainger.com/phoenix.zhtml?c=194987&p=irolcorporatetimeline 02. http://wdimagazine.com/index.php/featured-content/215-grainger 03. http://www.mdm.com/blogs/1-management-strategy/post/25913-managementstrategy--the-secret-to-being-grainger 04. http://www.alexa.com/siteinfo/grainger.com 05. http://www.123helpme.com/view.asp?id=-. https://www.experiencedone.com/who/bizsegs.php 07. http://www.wdrb.com/story/-/global-demand-for-power-tools-to-surpassus-29-billion-by-2016-report 08. https://blog.rjmetrics.com/2014/08/22/three-loyalty-metrics-you-dont-know/ 09. http://www.kaushik.net/avinash/competitive-intelligence-data-sources-bestpractices/ 10. https://blog.kissmetrics.com/google-analytics-goal-values/ 11. http://www.marketingsherpa.com/offers/2014-ecommercemarketing/overview.php?utm_source=MShChartofWeek&utm_medium=081214 ConversionRatesIndustry&utm_campaign=EcommerceBMS 12. https://www.truesocialmetrics.com/ 13. http://contentmarketinginstitute.com/plan/ 14. http://acceleratedgrowth.org/free-stuff/articles/196-questions/ 15. http://www.pdf-archive.com/2012/07/29/web-analytics-2-0-avinash-kaushik/webanalytics-2-0-avinash-kaushik.pdf 16. http://www.speedwayinteractive.com/brand-awareness/ 17. https://www.distilled.net/resources/what-is-content-strategy/ DIGITAL MARKETING PLAN FOR GRAINGER.COM - FEBRUARY 2016 21