Digital Marketing

Strategy

Digital Marketing Strategy

Table of Contents:
1. Executive Summary
2. Website Usability &
Recommendations
3. SEO
4. Google Ad Words Campaign
5. Social Media & Localization
Strategy
6. Mobile
7. Conclusion &

1. Executive Summary

Executive Summary

Interceramic is a world leader in the Ceramic, Porcela

Natural Stone tiles used in floor and wall applications

Company founded in 1979

Headquartered in Chihuahua, Mexico
U.S. headquarters in Garland, Texas
Over 4,000 employees in North America
252retail stores in Mexico and Central
America
61 Distribution Centers in Mexico
14 ITS wholesale branches, 2 IMC stone &
slab branches, 3 DCs and 40 independent
distributors in U.S. and Canada
Launched ICC a Chinese franchise jointventure (40 locations)

Executive Summary
Garland, TX Plant 6

Executive Summary
National Accounts

Executive Summary

2020

Executive Summary

2. Website Usability &

Recommendations

Website Usability & Recommendations

A
B

A. It would be better to change to Chinese when

we click Chinese flag like it changes to Spanish
when we click Mexico flag.
B. A search bar at the top right side of page should
be auto-fill and auto-correct features.

Currently implemente

Website Usability & Recommendations

C. Bread crumbs/ granular refinement to locate

tiles easier; also create general tile categories
to reduce the length of the page.
D. Overall, font sizes are readable and reasonably

Website Usability & Recommendations

Usability metrics
- United States Traffic Rank of interceramicusa.com :
319,409
- Reputation / Referral sites (sites linking in) : 175
(link juice)
-% of Site Visits from Search Engines : 43.80%
(Google)
- Search Engine Keywords :

Website Usability & Recommendations

ORE:

S:

ages have appropriate ALT tags

mpany logo is easy to spot
me page is digestible in 5 seconds
in navigation is easily identifiable
mpany logo is linked to home-page
Ls are meaningful and user-friendly
yles and colors are consistent

S:

e Load-time is over 3 seconds

xt-to-background contrast: texts are a little hard to read, font should be dark gra
nt size/ spacing in some sections are small
Navigation labels spotted (Breadcrumbs)
oducts do not seem to appear in order (specially the series that have over 15 pr

Currently implemente

3. SEO

SEO
Site Authority: Interceramic Versus Major
Competitors

SEO
Top Pages

Linking Domains

SEO
SERP Results Display
A
B
C

A.Title Page
-The title page Interceramics USA website describes the companys name and its
region. Although it is clear and simple, it could be more effective if it included
keywords or a brief description about their product/service.

B. URL
-interceramicusa.com/

C. Meta Tags
-Very weak. It does not include any relevant keywords or even a brief description
of its products. It could be much more effective if it said something like
Interceramic offers quality tile products ranging from ceramic flooring, porcelain
tiles, natural stone tile and many more!

SEO

RECOMMENDATIONS:
-Title Page: Clean and clear- gives users a quick insight into the content of
the web page and how it might be relevant to their query.

-URL: www.interceramicusa.com/Site/USA/floors/natural.xhtml
Overall all its just okay. It could be further improved and simplified with
www.interceramicusa.com/natural-stone

-Meta Tags:

Too messy and it includes keywords that are not very relevant.
The meta description tag should ideally target a unique keyword for each web page
while also avoiding keyword spamming by having the keyword only appear once. It
should include a short summary of page using keywords that will entice visitors to
click the page.

SEO

4. Google Ad Words
Campaign

Google Ads: Search

We decided to focus our
attention on the main
categories of tile sold at
our company.
Examples:

Google Ads: Display

Google
Ad
Words
Campaign Overview

641 Keywords with 690 Non active keywords

Campaign ran from Nov 4th until Nov 22nd ( 18
days)
15 Ad groups
126,285 Impressions
364 Clicks
Click through rate 0.26 %
Average quality score of 7/10
Average cost per click: 0.67
13 Negative Keywords

Campaign Highlights
Top 5 Click through Rates:
Wall tiles design
$0.88 50.00%
Wholesale Ceramic Tile $0.49 50.00%
Designer wall tile
$1.16 25.00%
Wall tile design
$0.72 10.00%
Bathroom granite tile $1.10 9.09%

Top 5 Active Impressions:

Ceramic wall tile
907
Mosaic glass tile
859
Granite tile
549
Ceramic Tile Backsplash 458
Wall tile designs
390

Campaign Highlights
Top 5 Non-Active Impressions
Top Display Ad:
Glass Tile Backsplash5,693
Bathroom Ceramic Tile 4,804
Granite Tiles
3,650
Glass mosaic tile
3,408
Wall tile
3,154

Top 5 Search Ads:

Wall tile: 1.65 % click through rate
Granite Tile: 0.55% Click through
rate
Wood Look tile: 0.51% Click through
rate
Porcelain Tile: 0.32% Click through
rate

Ceramic Tile:
256 Clicks,
114,000 Impressions
0.22% click through rate

Campaign Effects

There were major changes detected on Alexa when

comparing
our before and effect campaign, however they are not
tied
directly to Our Adwords campaign :

House building season is coming to an end

Most remodeling and flooring occurs after purchasing or
building a home
Lack of realistic campaign funding
Not enough time to gauge better keyword use due to
limited
running time
Expensive keywords due to the competitive nature of ou

Campaign Overview

5. Social Media & Localization

Strategy

SOCIAL MEDIA:

Social Media & Localization Strategy

Facebook

Social Media & Localization Strategy

Facebook

Social Media & Localization Strategy

Facebook

STRENGTHS

RECOMMENDATIONS

-Posting 5-7 times a week

-Needs blogs

-Creative Content

-Needs more likes/shares

-Relevant Content

-Needs more albums

-Logo & Cover Picture

-Add apps

-URL

Social Media & Localization Strategy

Pinterest

Social Media & Localization Strategy

Pinterest

STRENGTHS

RECOMMENDATIONS

-Relevant Content

-Needs more followers

-Good amount of Boards &

Pins

-Dont upload all pins at

once

-Good Visuals

-Add more DIYs

-Adding pins daily

-URL

#1

Social Media & Localization Strategy

Instagram

Social Media & Localization Strategy

Instagram

STRENGTHS

RECOMMENDATIONS

- Posting 4-6 times a week

-Generate different content

for SM

-Relevant Content

-Needs more followers

-Creative Content
-URL

Social Media & Localization Strategy

Houzz

Social Media & Localization Strategy

Houzz

STRENGTHS
-Relevant Content

RECOMMENDATIONS
-Be part of more discussions
-Upload more Projects
-Needs more followers
-Tag your products

Social Media & Localization Strategy

Google +

Social Media & Localization Strategy

Google +

STRENGTHS

RECOMMENDATIONS

-Having Google + is a PLUS!

-Needs more friends/circles

-Relevant Content

-Need more content

-Logo & Cover Picture

-URL

We suggested Interceramic to create GOOGLE+ and

to add GOOGE LOCATIONS to heighten their SEO

Social Media & Localization Strategy

Localization: google Interceramic

Social Media & Localization Strategy

Localization: google Tile

1
2
3

6. Mobile

Mobile
Mobile Proposal
NOW

PROPOSAL

Mobile
Mobile Proposal

7. Conclusion &
Recommendations

Conclusion &
VISITS
Recommendations
22000
20116

20000

19148

18006

18000

*
16802

16000
14602
14000
12928

19687

13914

14263
13488

12640

12000

10000
* estimated

Conclusion &
NEW VISITS
Recommendations
14400
12933

13200

12027

12000

11624

10830

10800
9600
8870

12315

*
9433
8510

9633

9416
8727

8400
7200
6000

* estimated

Conclusion &
VISIT DURATION
Recommendations
5.05

5.04
4.43

4.32
3.37

3.28

3.22

3.26

3.19

3.15

3.34

*
Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov
* estimated

NEW LAYOUT COMING

SOON!

TEAM

MEMBERS

Thank you for your time!

Abdullah Adlouni Mark Gallardo
Andy Castaneda Sujin Rye
Meghan Maldonado Mini Deol