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    Activity 7.1 - MERSEA

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    Anh Tú
    The document discusses the marketing strategies used by MERSEA, an e-commerce company, to attract potential customers, convert them into paying customers, and retain customers. It describes how MERSEA uses paid online advertising, email marketing, social media marketing, and text messaging at each stage of the marketing funnel - awareness, consideration, conversion, and loyalty - to acquire new customers and increase repeat purchases.

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    Activity 7.1 - MERSEA

    Uploaded by

    Anh Tú
    15 views3 pages
    The document discusses the marketing strategies used by MERSEA, an e-commerce company, to attract potential customers, convert them into paying customers, and retain customers. It describes how MERSEA uses paid online advertising, email marketing, social media marketing, and text messaging at each stage of the marketing funnel - awareness, consideration, conversion, and loyalty - to acquire new customers and increase repeat purchases.

    Original Description:

    Case Study Mersea

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    The document discusses the marketing strategies used by MERSEA, an e-commerce company, to attract potential customers, convert them into paying customers, and retain customers. It describes how MERSEA uses paid online advertising, email marketing, social media marketing, and text messaging at each stage of the marketing funnel - awareness, consideration, conversion, and loyalty - to acquire new customers and increase repeat purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    15 views3 pages

    Activity 7.1 - MERSEA

    Uploaded by

    Anh Tú
    The document discusses the marketing strategies used by MERSEA, an e-commerce company, to attract potential customers, convert them into paying customers, and retain customers. It describes how MERSEA uses paid online advertising, email marketing, social media marketing, and text messaging at each stage of the marketing funnel - awareness, consideration, conversion, and loyalty - to acquire new customers and increase repeat purchases.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Case study:

    How MERSEA structures its marketing funnel

    Previously, you learned about the different stages of the marketing


    funnel. In this case study, you’ll learn the marketing strategies that
    the Lenexa, Kansas based e-commerce company, MERSEA, uses to
    attract potential customers, turn them into paying customers, and
    eventually repeat customers. This process represents MERSEA’s approach to the marketing funnel.

    There is no standard approach to building a marketing funnel. The various marketing funnel models
    often share similar strategies and structures, but vary based on the needs of the business.

    Company background
    In 2013, Lina Dickinson and Melanie Bolin founded
    MERSEA, a lifestyle brand located in Lenexa, Kansas,
    offering clothing, accessories, and home fragrances.
    MERSEA’s products are rooted in the joy of travel and
    the tranquility of seaside escapes. Initially, Lina and
    Melanie focused on selling through retail partners,
    placing MERSEA in over 1,200 stores.

    The challenge
    After having a solid presence in retail stores, MERSEA’s founders wanted to increase their e-
    commerce sales. The challenge MERSEA faced is like many other e-commerce businesses:
    acquiring new customers online and turning them into repeat customers. This is the core of its
    marketing funnel.

    Imagine the perspective of a business owner. You have a functional online store. But, how can you
    get potential customers to visit the online store? And, after attracting customers, how can you
    encourage those customers to revisit the store and become repeat customers?

    The approach
    To get the MERSEA brand and product offering in front of its ideal customers, Lina and Melanie
    used a mix of marketing strategies such as online paid advertising, email marketing, social media
    marketing, and text messaging.
    It’s important to note that MERSEA is not implementing all these strategies with its own
    employees. They hired an outside marketing company to assist with Google Ads. Working with a
    marketing company outside of the business allows the founders and its employees to focus on
    what they’re best at, creating outstanding products.

    For busy business owners, it may be beneficial to hire outside of the company to complete tasks,
    particularly for marketing strategies that require more technical skills. For example, Google Ads
    requires a knowledge of its platform and how to interpret its metrics.

    Organized by marketing funnel stages, here are some marketing strategies MERSEA uses:

    Awareness

    For the awareness stage, MERSEA uses online ads


    including Google Ads and Facebook Ads.

    There are several types of Google Ads MERSEA


    uses. For example, the company uses Search ads for
    brand name and product searches. It also uses
    Shopping ads for specific types of products, such as
    “kimono sweater.” For the Facebook Ads, MERSEA
    advertises to potential customers from lifestyle-
    based targeting.

    Both of these ads help get the MERSEA brand and


    products in front of those searching and interested
    in their type of products.

    Consideration

    During the consideration marketing funnel stage, MERSEA continues to apply online advertising,
    and also uses social media marketing and email marketing.

    For online advertising, a marketing strategy MERSEA uses is delivering ads to people who
    previously visited their website. This is called remarketing. After the customer visits the website,
    they then receive ads specifically for the products they viewed. This type of advertising is in the
    consideration stage because the remarketing ads build interest in the potential customer.

    For social media marketing and email marketing, MERSEA tells stories about products and
    introduces potential customers to the brand.

    Conversion

    MERSEA is continually working to improve the conversion stage of its marketing funnel. One
    strategy it uses is following up with customers who have abandoned their carts. An abandoned cart
    is when a customer adds an item to their cart in an online store but does not make a purchase. If
    the customer enters their email during the checkout process, but doesn’t make a purchase, MERSEA
    automatically sends follow up emails reminding the customer about the product in their cart. This
    follow-up leads to an increase in the conversion rate.

    Loyalty

    During the loyalty stage, MERSEA turns its paying customers into repeat customers.

    After making a purchase, the customer receives emails about additional and newly released
    products they may be interested in. These emails are typically sent twice a week: one during the
    week and another during the weekend.

    In addition, one unique strategy MERSEA uses to build loyalty is through text messaging. It has
    success with sending text messages for order delivery confirmation and updates. When done well,
    this texting strategy creates a more personal relationship with customers.

    The results
    While MERSEA’s success starts with its quality and fashionable products, its well-functioning
    marketing funnel approach contributes to its success. Within two years of focusing on e-commerce
    and building an online marketing funnel, MERSEA increased its online sales from 10% to 45%.

    Additionally, because of the satisfied customers and the well-developed loyalty stage of its
    marketing funnel, around 50% of MERSEA’s customers are returning customers.

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