After a detailed audit, several issues were identified:
- Fragmented Marketing Efforts: Campaigns across Google Ads, email marketing, and social media were disconnected, with inconsistent messaging and no unified customer journey.
- Ineffective Targeting: The current PPC campaigns had broad targeting, leading to high bounce rates (59%) and low engagement times (average session duration was just 1 minute and 34 seconds).
- Weak CRM: The company had a rudimentary customer relationship management (CRM) system in place, which lacked segmentation or personalized marketing automation.
- Low Visibility in Search Engines: There was little focus on search engine optimization (SEO), and as a result, the company ranked poorly for high-intent keywords. Organic traffic accounted for only 14% of the total site visits, a clear sign of untapped potential.
- Missed Opportunity in Email Marketing: Email campaigns were generic and untargeted, leading to low engagement and high unsubscribe rates.
With the store's vision of becoming a market leader in creative goods, there was a clear need for a comprehensive and integrated marketing overhaul.