Tasks - Digital Analyst

Task 1- Understanding B2B and User Flow
Above the fold section

Event Banner:
WHC Logo and Image

Location
Event Dates
Pre-Headline
46th World Hospital Congress

Unlocking the Future of Healthcare
Primary Headline
The Congress is a unique global forum connecting leaders and decision-makers of
hospitals, health services and healthcare organisations.
Secondary Headline
Welcome To The 46th World Hospital Congress! Join Us For A Groundbreaking
Healthcare Event That Brings Together Experts, Innovators, And Thought Leaders From
Around The Globe.
CTA - Hurry Up!! Register Here (Limited Seats)
Below The Fold Section

● Key Take Takeaways From The Conference
Networking With Senior Executives
Know About New Innovations & Ideas
360 Degree Learning
Industry Top Professionals Learning Sharing
[Video]
CTA - Register Here
Dates
Registration Prices
Click to know more about the registration rate (Here will provide more registration
information page link)
CTA - Register Here
Registration Modes
CTA - Register Here
Meet The Speakers
Click Here For More Information About The Event
Footer
Rationale:
● The Landing page elements have been designed to decrease the drop-offs. The
current landing page has a very long pathway for registration. The click on the
Register Now button adds more steps. It is the main reason audiences are
dropping off. The journey to content clarity and register now should be short. The
retention of the audience is decreasing day by day. Hence, we need to sum up all
the important points in one place and help the audience to make decisions
quickly.
● The event banner is presented at the top which will highlight the event, logo and
dates
● In the above fold section, pre-headlines are the main headlines and primary, and
secondary headlines support the main headline.
● The CTA button after this creates an urgency and triggers the audience to click
and register
● Below the fold section mentions the main takeaways from the conference for
which they should spend money
● A video has been added after that to give a virtual guide about what they are
going to get from this conference. The video will be captivating enough to click on
the register button being placed after this.
● Dates & registration prices have been highlighted after this as till this point
audience got the idea and is convinced to pay.
● Not all the information can be highlighted on the landing page. Hence for
miscellaneous button click is being added for more info which will redirect to the
information page. The landing page should not be too messy to confuse the
audience.
● Registration mode & speaker information have been added at the bottom to
highlight the options for registration and top brains coming to the conference.
After this CTA has been given so that till here we made them convinced they
won’t mind clicking on the register now button.
● The event extra information button is given which will redirect to another page
that will have whole event details.
● At the end in the footer section, organisation-related information has been
provided to build up trust and the audience can contact them at any point in time.
Task 2 - Communication Framework

● For developing the communication channel first, we need to understand who our
consumers are.
The buyer Persona for Vegnonveg
Gender Male, Female
Age 18-34
Devices Used Phone, Laptop & Computers
Active Media Instagram, Meta, Google & Youtube
Category The Perfectionist & Value Shoppers
Location Tier 1 and Tier 2 cities
Interests Sports- Basketball, Football, Baseball,

Golf
From the above table, we can easily think about the channels through which we can
communicate our brand to the target audience.
1. Meta: Through Meta ads, we can reach our target audiences as they are super active
on this platform.
2. Instagram: By posting content on a regular basis we can engage with our target audience.
We can use influencer marketing here to increase the revenue. Influencer marketing works like
anything in this niche. People tend to follow the sports stars here and like to dress up like them.
Hence, influencer marketing works quite well in this segment. Instagram Live will be another
cherry on the top as it helps amplify the brand reach in real time to tune with the target
audience.
3. YouTube: We can post review videos/shorts on YouTube to engage our target audience
there. TOF videos will be posted here to test which video is getting more engagement. YouTube
ads will perform well in this niche will try messaging through YouTube ads.
4. Google: Google ads will be launched to maintain visibility on search & shopping. Google ads
don’t perform well in the fashion niche as Meta. Hence, this can be used for maintaining visibility
and protecting our branded terms.
● Meta & Instagram will be the main drivers for this brand. We will post engagement
videos on Instagram. The testing period for each of the video will be 7 days. We will
check which video got most of the engagement. We will use those videos on Meta and
Instagram ads. This will help increase the revenue in a short period of time. We will be
targeting broad in the TOF.
● We will be changing the ads video after a 7-day period if they are not performing well.
The winning ads will be scaled after a 7-day window. The winning video & creatives will
be pushed in different campaigns and also it will be used in remarketing ads. The
winning creative messaging will be tested in different forms. For example, the headline
and call to action can be changed and placed with different angles to check the
variations.
● Another strategy- We will use the winning ads from the previous campaign with variation
compelling social proofs and UGC. It will increase the ROAS within a short period of
time. The mechanism to track the performance of the creative is checking the number of
clicks, CTR, conversion, conversion rate, cost per conversion, ROAS and amount spent.
This will help in increasing the sales by 15% month on month.
Task 3 - Understanding of Media
A. Budget Allocation for Different Placements and Why:

● Amazon Advertising: Amazon's Sponsored Products and Sponsored Brands are
essential for visibility on the platform. We will allocate a significant portion of the budget
60-70% of your total ad budget focusing on relevant keywords such as non-alcoholic
beer, best non-alcoholic beer, craft alcohol-free beer, non-alcoholic beer reviews,
non-alcoholic beer brands, zero-alcohol beer alternatives, refreshing malt beverage and
placements. We will check ACOS closely and adjust bids to get profitability.
● Amazon DSP (Demand-Side Platform): We will use Amazon DSP for retargeting and
display ads on Amazon-owned websites and apps like Shopbop, Woot, Zappos etc. This
will assist in increasing the brand visibility and gaining traffic to Amazon product listings.
The budget allocation here will be smaller 10-15% as these are warm audiences.
● Off-Amazon Advertising: We will allocate 15-20% portion of the budget for advertising
on external platforms such as Google Ads, Facebook, and Instagram. These platforms
will help drive potential audiences who might not be hunting actively on Amazon.
● Content Marketing: We will devote 5-10% to content marketing to develop valuable,
educational, & entertaining content highlighting non-alcoholic beers. This content can be
made live on your website, social media, & other platforms to engage and develop brand
awareness.
B. Keywords & ASINs to Target:

● Amazon Keywords: Identify high-converting keywords using tools like Amazon Keyword
Planner related to non-alcoholic beers such as non-alcoholic beer, best non-alcoholic
beer, craft alcohol-free beer, non-alcoholic beer reviews, non-alcoholic beer brands,
zero-alcohol beer alternatives and refreshing malt beverage. We will monitor keyword
performance on a regular basis. Focus on long-tail keywords specific to non-alcoholic
beer brands and flavours as they have high intent to buy.
● Competitor ASINs: Target ASINs of competing non-alcoholic beer brands like Bira,
Beck's, Penn’s etc. Running product-targeting campaigns can help steal market share
from competitors.
C. Reasons For Budget Allocation to Different Platforms:

● Sponsored Products and Sponsored Brands show up when people search for stuff on
Amazon. They're great at catching the attention of people who are ready to buy things.
It's a good idea to put more money into these because they usually lead to more sales.
● Amazon DSP is like a tool for showing ads on Amazon's websites and apps. It's not as
focused on getting immediate sales as Sponsored Products and Brands, but it's good for
reminding people about your brand and reaching more potential customers.
● Advertising on platforms outside of Amazon is useful for getting in front of people who
might not be actively looking for your product on Amazon. Google and Meta can be used
to get the brand out there and reach a bigger group of people. These platforms offer
different types of ads like images, videos, and social media ads, which can help more
people recognize your brand and visit your Amazon product pages. However, these
won’t directly convert as easily as Amazon. Google Shopping ads can help in
conversions. Hence, we can launch Google shopping ads to drive more sales to
businesses.
● Content marketing is all about creating helpful content related to your products and the
industry you're in. Even though it's not a typical ad placement, it's super important for
showing that you know your stuff, keeping people interested, and getting more people to
check out your stuff on Amazon. Content marketing can include things like videos, cool
images, blog posts and fun social media posts.
D. Targeting Metrics Across Platforms:

● Amazon Metrics: ACOS, CTR, conversion rate, and ROAS. We will optimize campaigns
to keep a competitive ACOS while increasing sales.
● Off-Amazon Metrics: We will track the key metrics like CTR, CPC, and conversion rate
on external platforms like Google & Meta. We will measure the impact of these
campaigns on your Amazon sales via attribution models. Generally, it is observed that a
single platform performs at a time.
● Content Marketing Metrics: We will measure website traffic, rate of engagement, and
conversion rate outcomes from the content marketing push. We will keep an eye on
brand mentions and engagement on social media.

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Task 1- Understanding B2B and User Flow

Above the fold section

WHC Logo and Image

46th World Hospital Congress

CTA - Hurry Up!! Register Here (Limited Seats)

Below The Fold Section

CTA - Register Here

CTA - Register Here

Meet The Speakers

Click Here For More Information About The Event

Task 2 - Communication Framework

Gender Male, Female

Devices Used Phone, Laptop & Computers

Active Media Instagram, Meta, Google & Youtube

Category The Perfectionist & Value Shoppers

Location Tier 1 and Tier 2 cities

Interests Sports- Basketball, Football, Baseball,

Task 3 - Understanding of Media

A. Budget Allocation for Different Placements and Why:

B. Keywords & ASINs to Target:

C. Reasons For Budget Allocation to Different Platforms:

D. Targeting Metrics Across Platforms:

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