Online Marketing at Big Skinny Case Solution

Case Solution

This case describes a wallet maker's utilization of seven Internet marketing technologies: display ads, algorithmic search, backed search, social media, interactive content, online entrepreneurs, together with A Or B testing. It provides concise introductions for the key options that include each technology, and asks which kinds of online marketing the business should prioritize afterwards. Also discusses parallels and versions between offline an internet-based marketing, additionally to issues with marketing campaign evaluation.

Excel Calculations

Questions Covered

What should Kiril focus on next? What should be his lowest priority? Why?

Evaluate Big Skinny's sponsored search strategy. Are there any search keywords for which you would encourage Big Skinny to increase its bid? To lower its bid?

How effectively is Big Skinny using social media to sell its wallets?

Should Big Skinny expand its partnerships with online distributors?