E-Marketing Strategy and Social Media

E-Marketing Strategy and Social Media
Compiled By
Student’s Name
Institution
2018

Contents
3.1 Strategies and Tactics to Achieve your Objectives...................................................................4
Design and Usability Factors.......................................................................................................4
Content, features, and Functionality.........................................................................................5
Measuring Digital Marketing efforts........................................................................................5
3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine Optimization. .6
Search Engine and Directories.................................................................................................6
Search Engine Listing Monitoring and Optimization Strategies..............................................6
3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site......................8
Communication Strategy..........................................................................................................8
Online Promotional Strategies..................................................................................................9
Banner ad................................................................................................................................12
Web page wire frame.............................................................................................................12
Copy for e-mail letter.............................................................................................................13
Companies to Collaborate With.............................................................................................13
3.1d Generating Revenue...........................................................................................................13
Section 4: Customer Service, Relationship and Loyalty Plan...................................................14
Customer service and customer relationship management (CRM) strategy..........................14
Strategy for providing excellent customer service.................................................................15
Strategy for generating customer loyalty...............................................................................15

Section 5: Time Line for Promotion Strategies.........................................................................16
The Future..................................................................................................................................17
References......................................................................................................................................18

3.1 Strategies and Tactics to Achieve your Objectives
Design and Usability Factors
Sugar Moo has a great website that outlines its key products and prompts users to take action.
However, the User Interface (UI) has some design issues that need to be resolved to enhance user
experience. These issues include typography mismatch, improper background color and contrast,
and image placement.
The UI uses different fonts which affects its readability. The top bar in the navigation and the
main navigation bar have contrasting fonts which undermine the harmony of the design. Also,
varying fonts are used for text on images and the body content. While different fonts can assist in
emphasizing text sections, they do more harm than good in Sugar Moo’s case. It is likely users
are confused and annoyed by the fonts which essentially means lost prospects. Therefore, the
website should have at most three fonts to improve readability.
Background color is another key design issues affecting the overall usability of the company’s
site. The two dominant colors on the site are light pink and white. These colors don’t fit well into
the site as they make the UI brighter and less readable. The footer has a black background color
which fits perfectly into the design but the background of some footer elements such as buttons
affect the attractiveness of the UI. As such, it is imperative for various considerations to be made
while selecting background colors. Focus should be placed on creating great contrasts while
showcasing the brand’s color.
Image placement on the site’s UI is a problem which affects its aesthetics. On the homepage, one
product image is displayed leaving large white space on the sides. While the image is great, the
unnecessary space distracts the users who are interested in learning more about the unique