RICOH Digital Marketing

### Overview of the RICOH Digital Marketing Project

Objective\

The RICOH Digital Marketing Project aims to optimize RICOH's digital marketing strategy to enhance the customer journey, from lead generation to conversion and retention. The specific goals include:

1. Efficient lead acquisition

2. Lead nurturing to increase opportunities for business discussions

3. Enhancing the customer experience and maximizing brand value

### Tools and Their Applications

HubSpot is at the core of the marketing automation (MA) process. It is utilized for:

1. Lead Management

* Centralized management of lead data collected through forms

* Segmentation of leads based on criteria like industry or buying phase

2. Email Marketing

* Automated email campaigns for lead nurturing

* Personalized messages to boost lead engagement

3. Analytics and Reporting

* Visualizing campaign performance

* Tracking and optimizing lead conversion rates

Google Ads is leveraged for search and display advertising. Its applications include:

1. Search Ads

* Running keyword ads tailored to users' search intent

* Optimizing ad copy to improve CTR (click-through rate)

2. Display Ads

* Displaying banner ads on relevant websites to boost brand awareness

* Retargeting campaigns to re-engage website visitors and drive conversions

3. Performance Max Campaigns

* Utilizing AI-based optimization to enhance ROAS (return on ad spend)

Facebook Ads are used to create targeted social media campaigns for specific segments:

1. Targeting

* Precise targeting based on age, location, profession, and interests

* Leveraging custom audiences tailored for B2B scenarios

2. Creative Strategy

* Developing visually compelling ad creatives to boost engagement

* Utilizing video ads to clearly communicate the benefits of products or services

3. A/B Testing

* Testing ad copy, visuals, and targeting settings to determine the most effective configurations