This week you learned about the importance of online branding, online advertisin

Question

This week you learned about the importance of online branding, online advertising, mobile technology as well as other customer acquisition techniques. Review your selected company's Website (Cabelas) www.cabelas.com and observe and evaluate the following areas: You should summarize your analysis in several paragraphs.

Observe:

Think about the nature of your company's brand. How does it build its brand online?

Does the company use videos on its Website? Search for videos on YouTube. What is the subject of the videos?

Visit the company Website using a mobile device. Does the site support mobile devices?

Look at the different advertising, if any, on the site.

Evaluate:

Evaluate how the sites build their brand on the Website.

Evaluate how the company uses video to promote its products/services.

Evaluate how the company is using mobile technology.

Recommendations

Make recommendations based on your observations on how to strengthen the online brand.

Make recommendations on how to improve the use of video marketing.

Make recommendations on how the company can use mobile technology.

What are the stages for building an online brand?

They stages are: awareness, familiarity, positive imagery, and completed transaction.   You have touched on how they build brand awareness online via their website, but how about other places online. Do you see any ads online (i.e. google? Banner ads on sites related to outdoor activities, i.e. camping, hunting, etc. How do they build brand familiarity online? Social media? Think about how they connect with target audience? Is social media part of that….talk about that as well as the last 2 stages (Positive imagery or brand image and Completed transaction, i.e. how to they continue building the relationship with the consumer after a purchase? Think about how you receive emails after a transaction on where you order is in the transactional cycle, i.e. shipping, delivery…then how the company keeps you up to date on future sales, coupons, etc.).

Explanation / Answer

Cabelas runs one of the largest direct marketing and mail order catalog websites especially for nature lovers, outdoors and hunting equipment manufacturers. Brand is robustly built through a combination of visuals, videos and promotional campaigns both on the site as well as YouTube channels that entice its visitors to purchase their products and services.

They also have a very intuitive interface that provides promotional coupons and offers alllowing it’s users to get interested in the various offerings. Beyond their attractive website they have also provided an experience based store in some of the leading outdoor destinations of USA which further allows prospective customers to experience first hand the features of their various products and services before actually buying them.

Cabelas uses a highly responsive mobile friendly interface based website to brand, market and sell its products and services. The company’s brand proposition is to sell both products as well as services that facilitate outdoor activities including wildlife photography, hunting, camping, outdoor activities like fishing and other hobbies for nature lovers.

Affiliate marketing driven advertising campaigns are used on their website and various discounts and bundled offers based marketing offer attractive purchasing propositions to buyers on their website. Cabelas also uses a rewards and points based membership club system that makes its users interested in collecting more points through continued purchases. Hence repeat business is carried out with the existing customer base.

Lastly the entire website is social media integrated across different channels including Facebook, LinkedIn, Twitter, Instagram thereby connecting with a wide strata of customers through viral marketing techniques. A more intuitive and centralized mobile application could be built to keep in touch with customers, build their loyalty club points and carry out targeted marketing campaigns by tracking purchase patterns, buying behaviors of customers.

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