Online Marketing at Big Skinny

Assignment

INTERNET MARKETING

Online Marketing at Big Skinny - Assignment

Submitted to:

Dr. Naveen C Amblee

Submitted by:

Raghavendra Swamy Anna

Roll Number: EEPM – 04 – 028

Kiril Alexandrov started Big Skinny to offer the world’s thinnest wallets and to solve five key problems men and women have with their wallets – size, weight, card pocket size, slipperiness of the interior, lack of versatility. To do so he developed a proprietary material tough enough to be machine-washable. With this material, wallets are made available in all sizes and style that other regular wallets are. Kiril had mastered the selling of Big skinny wallets in-person and he could easily sell over 100 wallets in a full-day fair. Because potential customers could easily see the difference in thickness, Big Skinny found in-person sales straightforward. In its initial expansion beyond in-person sales, Big Skinny began advertising through outdoor and print ads but Kiril sensed that online marketing would propel the company still further. Marketing Big Skinny over the internet presented a puzzle – How should Big Skinny attract visitors to its site? And how should Big Skinny convince those site visitors to buy wallets? The first way Kiril thought of to make online presence is through search engine where most search engines maintained “site submit” systems, so that website designers could submit new content to search engines database. Search engines used proprietary methods to select and rank sites and retained wide discretion about changing their ranking methods at any time. In addition industry consultants offered suggestion for SEO and Kiril found further possibilities. To advertise using sponsored search, Big Skinny would need to control its ads appear by deciding which keywords to buy. Buying sponsored search ads also required that Big Skinny decide how to match offers to search keywords. Most search engines allowed advertisers two keyword-matching option: exact match...