Digital Marketing for Online Business: Recommendations for Jennifer's Jewellery Store

Consultant’s report

Executive summary
From report it can be evaluated that Jennifer want to start online business and report has
suggested steps through which she can do digital marketing and also provided recommendation.
She has understood the power of digital marketing and to make global customer she wants to
start business online so that can generate online sales also. Report has discussed various ways
through which she can do online promotion. Jennifer is very talented and already making good
profit via offline sale but she has understood that online is the future so that is why she decided
to launch their products online so that she can get online sales also. For this purpose, Jennifer has
to do digital marketing as it can help to cover large audience in short period. Digital is also the
new era and the fast-growing era. By using social media platforms, she can promote their
jewellery. As Facebook gives the option to target the audience as per their gender, age etc. social
media marketing trend is also growing and Jennifer has also released that if she will do
promotion by using social media then that will be cost effective. Although competitors are
growing day by day but her jewellery is innovative and liked by everyone. Jennifer should have
regulate carefully that what content is posted on he digital handles because content is the
essential thing which will attract large audience. Email marketing is the another tool through
which large customers can easily get information about the products.

TABLE OF CONTENT
Introduction......................................................................................................................................1
Main body........................................................................................................................................1
Online marketing objectives........................................................................................................1
Using digital marketing and internet for the growth of the business...........................................1
Recommendations........................................................................................................................3
Situation analysis.........................................................................................................................4
Domain name:..............................................................................................................................5
Website development...................................................................................................................5
Lead generation...........................................................................................................................6
Search engine optimisation..........................................................................................................7
ONLINE ADVERTISING...............................................................................................................8
Search engine advertising............................................................................................................8
Landing pages..............................................................................................................................8
Directories....................................................................................................................................8
Email marketing...........................................................................................................................9
Direct marketing..........................................................................................................................9
Social media marketing...............................................................................................................9
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................12

Introduction
This report will discuss about the case study of Jennifer who is the owner of Celtic
collection, which is the jewellery store. She trading since many years. She have computer
knowledge but want to use internet and digital marketing for the growth of her business. This
report will shed light on the recommendations given to her regarding digital marketing. Further it
will analyse situational analysis, impact of competitors and customer expectations. Along with
that it also discuss domains, website development, SEO, email marketing etc.
Main body
Online marketing objectives
 To increase qualified traffic at the end of the year.
 To increase online revenue in 6 months.
Using digital marketing and internet for the growth of the business
Jenifer can do marketing of its jewellery using digital marketing. As digital marketing is
cost effective and also will cover large audience (12 reasons why digital marketing can help you
grow your business., 2020). As with the traditional marketing technique it will be difficult for the
company to expand its business and do marketing at large level but with the help of digital
marketing, she can target consumers across the globe. Along with cost effectiveness, it will also
provide benefit of actually see that what sales company has made and which channel has
provided this unlike traditional marketing, where the owner is not aware that where she has got
sale. Through digital marketing provide detail of the targeted audience and also helpful in
identifying users buying behaviour. With digital marketing company will experience high
revenue. Although company is generating good revenue because its jewellery is famous locally
but by digital marketing,they can generate more profits. As Jennifer deals in jewellery so she can
target women of age group 22-35, who are interested in fashion and unique jewellery.
So with the help of digital marketing one can target the customers precisely. By using
social media platforms company can also give discounts and offers to the customers so that more
customers can be attracted. With the help of digital marketing business can use different
techniques which will not only help to attract traffic but also get quality traffic which will help
company in increasing the sales. Going digital will help company in getting higher growth (De
Pelsmacker, Van Tilburg and Holthof, 2018). As internet nowadays has become effective and
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