Gold Made Simple ® is an online gold investment company established in 2009 with the objective of ‘simplifying the process of investing in physical gold’. Investors use an integrated account management system and easy to use secure shopping-cart style interface to buy and sell and coins at real-time spot prices.
Entering its second year of business and having successfully built a solid customer base, Gold Made Simple ® required a thorough digital marketing retention strategy to enable them to utilise customer data effectively to enhance their customers’ experience and maximise profitability.
A combination of face-to-face meetings alongside in-depth research and analysis of the market, the business (including current digital marketing activities and back-office technologies, resources and processes) and their customers led to the development and delivery of a comprehensive strategic digital marketing retention report which included recommendations on:
- customer segmentation and subsequent personalisation techniques,
- the most suitable and effective digital marketing approaches for retention,
- implementation and evaluation options as well as
- integration with existing business processes and offline marketing.
This project was also awarded a distinction-level grade as part of my MSc in Digital Marketing Communications.