As part of the Google Online Marketing Challenge, a team of students that are Darden devises an AdWords campaign for Motorcowboy, an internet source of custom footwear that caters to segments as varied as cross dressers motorcycle cops, film buffs, equestrians, and plus size people. The team must adapt its strategy when an initial keyword list gives low traffic.
Motorcowboy Getting a Foot in the Door (A) Case Study Solution
This three-part case illustrates the comparative merits of paid search over traditional mass media outlets and also the segmentation process. It also serves to underscore the importance of monitoring and adapting any advertisements plan.
PUBLICATION DATE: August 09, 2011 PRODUCT #: UV5778-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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