Ways to Increase Traffic on Website

This document provides insights and suggestions on how to increase traffic on a website and enhance engagement. It includes an analysis of the current website, competitor analysis, and strategies to attract a younger audience. The document also discusses the impact of political, economic, social, technological, environmental, and legal factors on the company's operations.

The Boulevard Banbridge –
Ways to increase traffic on
website

Executive Summary
The main of most of the companies today is to increase the overall engagement on their
websites as well as reach out to a greater number of customers. This helps them in serving their
needs in an effective manner as well as increase overall profitability. The process requires
effective planning and development of appropriate strategies that will allow the company to gain
a competitive a competitive advantage in the market.

Contents
Executive Summary........................................................................................................................................
Part 1: INTRODUCTION..............................................................................................................................
Part 2: Research and Analysis.......................................................................................................................
Problem Definition.................................................................................................................................5
Project Aim............................................................................................................................................5
Objectives...............................................................................................................................................5
Plans to deliver objectives..............................................................................................................................
Findings from the study of commercial reports......................................................................................8
Detailed consumer and customer research..............................................................................................9
Detailed competitor analysis.................................................................................................................10
Results from the analysis......................................................................................................................11
Part 3: solutions............................................................................................................................................
Solutions........................................................................................................................................................
PART 4..........................................................................................................................................................
CONCLUSION.............................................................................................................................................
REFERENCES.............................................................................................................................................

Part 1: INTRODUCTION
The Boulevard Banbridge is the discounted outlet shopping destination that is based in
Norther Ireland. The outlet attracts a great number of customers to shop for the products that
they need. The market today is very competitive wherein all organizations want to expand their
business operations by satisfying the needs of the customers in the best way possible. To be able
to reach a greater number of customers, it is important for organizations to have strong marketing
strategies. Effective marketing is important because it helps the organization in reaching out to a
greater number of potential customers and can also contribute to the overall effectiveness of the
company (Biddle, 2017). This can help in significantly increasing the overall engagement with
the customers and also, promote the company as well as its offerings among people. There are
different ways in which a company can market itself in the market to gain a competitive
advantage against competitors. This includes reviewing the website of the company as well as
the different social media platforms. The outlet provides various services in order to satisfy the
needs of the customers in an effective manner (Abratt and Bendixen, 2018). The shopping outlet
is focused on increasing the overall level of engagement among the customers across different
social media platforms. There are different strategies that are opted by the respective company in
order to enhance the level of engagement. It has been analyzed that the current age of people
visiting the Boulevard Banbridge is 40 years but the management wants to bring it down to 25-
35 years in the future.
Rationale for the Project
The main rationale behind undertaking this project is to identify and suggest different
measures to the organization so as to increase its overall reach among people as well as enhance
current engagement on the website as well as different social media platforms. The current
website of the company takes time of respond and also does not include any innovation.

Part 2: Research and Analysis
Problem Definition
The respective company is currently facing the problem of less traffic on its website as
well as different social media platforms. There was an overall decrease in the average rate of
visits among the people and this was due to the greater prominence of the company is frequent
visitors. Apart from this, the other problem that the company is currently is facing is that of a
decrease in the reliance on those from within the drive of 15 minutes. Therefore, it can be said
that the major problem that company is facing is that of a decrease in the number of visitors on
the company’s website.
Project Aim
“To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.”
Objectives
 To identify different ways to increase the overall traffic on the website and shopping at
The Boulevard within 6 months.
 To provide suggestions for increased traffic on the website and shopping at The
Boulevard and increase ease of use and quality.
Plans to deliver objectives
Objective 1: Analysis of the current website of The Boulevard - Banbridge
One of the most important activities for a business is to keep its customers engaged as
this helps them in maintaining their overall performance. The Boulevard Banbridge is a
discounted shopping outlet in Northern Ireland. In order to do so, the company is focused on
innovating its website and making its more creative as well as attractive. This will help it in
attracting a greater number of potential customers who are in the age group of 25 to 35 years. As
per the data provided, it can be said that young customers are more likely to visit the shopping
outlet. It has been found that currently, the shopping center is visited by people who belong to
the age group of 40 years. Out of these, mostly females, which is nearly 61% visit the place and

the management of the company wants to reduce the age group to 25 to 35 years if age. Effective
marketing will not only help the company in reaching out to a greater number of customers, but
also increase its overall engagement on the website. By strengthening its overall presence across
different social media platforms, the company will be able to attract a greater number of
customers (Chari and et.al., 2017). In order to meet these objectives, the company will innovate
its online website that will be easier to navigate. As a result, the Boulevard Banbridge will be
able to reach out to a greater number of customers. The company can also analyze and review its
vision and mission so as to enhance its overall customer service. Appropriate theoretical
frameworks can be used in order to analyze the competition in the market as well as the target
market. For this, Porter’s Five Forces Model can be used in order to analyze the competition
(Chaffey and Smith, 2017). The model is a valuable and useful framework that can help the
management of the firm to understand the competitiveness and develop effective strategies.
Analysis using Porter’s Five Forces Model
Threat of New Entrants – The overall performance of the company can get affected if a
new entrant enters the market. This is a strong force and therefore, can significantly affect the
overall position of the company in the market. therefore, it is important for the company to
ensure that the services offered by it are unique and creative (Das and Saha, 2017). This way, it
will be able to overcome the threat posed by the new entrants effectively. as a result, the overall
competency of the company will improve. In order to do so, the company should strengthen its
presence across different social media platforms.
Bargaining Power of Suppliers – This is a weak force because there are a lot of
suppliers in the market who offer different materials at moderate prices. Therefore, the company
can either face a threat from the suppliers or it can choose to buy materials from different
suppliers. The Boulevard Banbridge can purchase different materials from suppliers who offer
the same at lower prices (Cheng and Liu, 2017). This can help the company in saving significant
amounts of money and increase its overall profitability.
Bargaining Power of Buyers – The number of buyers in the United Kingdom is very
large and they expect the companies to offer high quality products at affordable rates. In order to
reach out to a greater number of customers and serve their needs in an effective manner, The

Boulevard is focusing on increasing the customer engagement. This way, the company will be
able to attract a greater number of customers.
Threat of Substitute Products – This is a comparatively high force because there are
different businesses within the market that can offer substitute products and services to the
customers in order to attract them (David, David and David, 2017). They offer substitute service
into the customers at low rates as a result of which, the customers switch to the competitors in
order to buy the products. Thus, Boulevard Banbridge will try to improve its online services so
that people visit the place and are encouraged to visit the place.
Competitive Rivalry – This is a strong force as there are a lot of shopping destinations in
the United Kingdom. This means that the level of competition in the market is very high. In
order to eliminate the competitive rivalry, it is important for the respective company to develop
different strategies to remain ahead of the competition (De Mooij, 2018). For this, the
management of the respective firm can focus on improving the overall website and making it
more innovative and creative.
Therefore, it is important for The Boulevard Banbridge to analyze the competitiveness of
the industry in order to understand the competitiveness of the market as well as the preference of
the customers in the target market. As a result, the company will be able to gain a competitive
advantage in the market.
PESTEL Analysis
There are different external environment factors that can impact the overall operations of
the respective organization. Thus, PESTEL analysis helps in identifying these factors as well as
their level of impact in order to develop effective strategies for the same. The PESTEL analysis
for The Boulevard is explained below –
Political Factors – The United Kingdom is a politically stable country and is one of the
most powerful countries in the world. There are many political factors that can affect the overall
operations of the company. These can include stability or instability of the government, the
country’s administrative system etc. Brexit has also created uncertainties within the country due
to which the company’s profitability has been affected.

Economic Factors – There can also be certain economic factors that can impact the
company. Although the country is economically stable, there can still be some factors that can
affect the overall company to a great level. Changes in the overall GDP or inflation rates of the
company etc. can impact the overall profitability of the firm to a great extent.
Social Factors – Population is an important social factor that can affect the overall reach
of the customers on the company’s website. The people within the country are educated and this
helps them in keeping updated with the latest trends of the country. This is because when the
people will be educated, they would know about visiting the website of the company as well as
its different social media pages.
Technological Factors – there are also different technological factors that can affect the
overall operations of the company. This is because advancements in technology can make it
difficult for the company to keep up with the latest trends. It is important for the company to
adopt the latest technology in order to ensure that they are able to attract a greater number of
customers on the website as well as social media platforms.
Environmental Factors – Customers are increasingly becoming conscious about the
environment. The Boulevard Banbridge should adopt the environmentally friendly approaches in
order to attract a greater number of people (Esmaeilian and et.al., 2021). It should update the
latest knowledge about the corporate social responsibility practices.
Legal Factors – It is important for the company to adhere to the different legislation in
order to ensure smooth run of operations. Failing to comply with the different rules as well as
regulations can make it difficult for the company to conduct its business effectively.
Findings from the study of commercial reports
From studying the commercial reports, it can be said that the most notable aspect of the
age structure for the company is 55-64 years of age. Also, it has been seen that there has been an
increase in the number of lone visitors (The boulevard,2020).The origin of the visitors is
somewhat dispersed. This means that they visit the shopping outlet from different locations.
With the recent outbreak of the coronavirus, the overall shopping behavior of the customers has
changed to a great extent. People are now shopping online and therefore; it is important for the

respective company to strengthen its overall online presence. This can help it in attracting a
greater number of people.
Detailed consumer and customer research
Customers play a very important role in the overall success of a business and in context
to The Boulevard Banbridge, the percentage of females is greater than the percentage of males
visiting the shopping outlet and that is 61% for females, whereas for males, it is 39%(The
boulevard,2020).Lately, the management of the company has analyzed that there is an increase in
the number of people who visit the shopping outlet alone. This will help it in increasing the
overall footfall in the shopping outlet (Fadillah, 2019). At this point, it is important for the
company to adopt measures to increase the overall footfall. The most important consumer trends
are that the customers look for products that are available to them conveniently and at affordable
rates. Similarly, the customers are now also conscious about their safety because of the Covid-
19. The pandemic has impacted the consumer trends to a great extent.
The overall level of consumer problem associated with Coronavirus reached its
maximum degrees in overdue March / early April, while 40% of consumers rated themselves as
“Very Concerned (10/10)” concerning the virus. There was a great growth in difficulty in July,
as cases rose across the UK (Foltean, 2019). There has also been a regular upward thrust in
problem in recent months, with more or less a third of customers very involved approximately
COVID-19, and half of score their concern eight out of 10 or higher. Despite recent development
on vaccine distribution, customers are still experiencing excessive degrees of tension across the
pandemic, so that you can preserve to form their behaviors for months to come.
A customer journey can be defined as the complete journey of the customers with an
organization. It comprises of all the interactions that the customers have with the company across
different channels, devices as well as touchpoints through different stages, from being aware to
the loyalty phase. Customer journey is an important aspect the company should take into
account. This is because it will help the company in analyzing the overall experiences of the
customers with the company (Gamble, McAdam, and Brennan, 2019). This can include the
customers interacting with the company through social media or website. On the other hand, an
empathy map can be defined as a collaboration tool that teams within an organization can use in
order to gain a deeper insight about the customers. Currently, in the given scenario, the

customers who belong to high income groups want products that are sustainable as well as based
on the recent trends of the market. this is because they are willing to pay the price for the same.
The customers expect the products to be of high quality, given that there are a lot of different
centers within the company. In order to stay updated about the company as well as its different
services, the customers can use different types of media such as different social media platforms
such as Facebook, Instagram as well as Twitter as well as the company’s website.
Detailed competitor analysis
Intense competition from the different outlets can affect the overall performance of the
company within the industry. Competition can lead groups to invent decrease-fee production
approaches, that can increase their earnings and help them compete—and then, pass those
financial savings directly to the consumer. Competition can also assist organizations identify
purchasers' needs—and then develop new products or services to satisfy them. A competitor
analysis is important and can help the management of the company in identifying the
competitor’s strategies. As a result, the company will be able to develop effective strategies in
order to overcome the same and thus, gain a competitive advantage against other players in the
market (Haque,and et.al., 2017). The respective company, Boulevard Banbridge faces intense
competition not only from other shopping centers, but also from high street shops.
In context of competition, online shopping has also made it important for the company to
strengthen its online presence. Online shops can boom their income and income faster than a
brick-and-mortar establishment because selling online gives the advantage of being open twenty-
4 hours an afternoon, seven days a week. Selling on line also allows shops to sell their products
in any part of the arena without extra expense. The situation is rapidly changing. The quantity of
people deemed secure to gather in a single location has diminished from hundreds, to masses, to
ten (Marasco and et.al., 2018). One of the responses we’ve seen to how humans are drawing
close this period of isolation and uncertainty is in huge in a single day adjustment to their
purchasing behaviors. From bulk-shopping for to on line purchasing, people are converting what
they’re shopping for, when, and the way (David, David and David, 2017). As greater towns are
going under lockdowns, nonessential businesses are being ordered to shut, and clients are
normally warding off public locations.

There are also different retail parks that pose competition to the respective company, The
Boulevard Banbridge (Mothersbaugh, Hawkin and Kleiser, 2019). This is because they offer a
lot of other facilitites to the customers which in turn helps in attracting a greater number of
customers. This includes a variety of food and drink options, entertainment as well as leisure
options etc. Customers are attracted to the same and therefore, they follow and connect with the
company on different online platforms. Currently, the competitors of The Boulevard Banbridge
are adopting the different strategies in order to attract customers (Hunt, 2017). Not only this, they
are also conducting surveys in order to analyze the trends in the market. this further helps in
developing effective strategies. With so lots of our daily sports now occurring online and nine
out of ten American adults using the net, it can appear logical to assume that retail purchasing
will also come to be a often digital interest (Chari, S. and et.al., 2017).
Brexit's biggest downside is its harm to the U.K.'s monetary growth. Most of this has
been because of the uncertainty surrounding the final results. Uncertainty over Brexit slowed the
U.K.'s increase from 2.4% in 2015 to 1.0% in 2019.23 The U.K. Government predicted that
Brexit could lower the U.K.’s increase by up to six.7% over 15 years. It assumed the cutting-
edge phrases of free change however confined immigration. The British pound fell from $1.48 at
the day of the referendum to $1.36 the next day. That allows exports however will increase the
fees of imports. It has not regained its pre-Brexit excessive.
Generally, the sectors which might be maximum exposed to Brexit are much less exposed
to the financial impact of Covid-19 (Chen and Lin, 2019). The table underneath from the LSE
comparative paper beneath indicates adjustments in business volume in April of this year and the
anticipated impact of Brexit. Industries are ranked on the left-hand facet in terms of their
internet boom in commercial enterprise extent in April 2020: from least negatively affected to
most negatively affected.
On the other hand, there are also certain impacts of Covid-19 on the overall operations of
the different businesses in the United Kingdom. UK agencies either exporting to China or having
huge Chinese operations are predicted to be affected by the coronavirus outbreak. China
accounted for 9.4% of total items imports from the UK in November 2019. China is also some of
the five biggest markets for UK’s imports (Cheng and Liu, 2017).

Results from the analysis
Therefore, from the above report, it has been found that the UK market is dynamic and
highly competitive. It is important for the companies operating within the industry to keep
innovating their services as well as facilities because the customers’ buying behavior has
changed. The buying behavior of the customers is mostly influenced by their exposure to the
different online websites of different brands as well as their social media pages (Das and Saha,
2017). For instance, the reality that spending on parking via citizens of internal London has held
up greater than via residents of the relaxation of England, want no longer imply that parking
income of councils in internal London has held up higher. Again, there is scope for similarly
studies, using information that may be damaged down through vicinity of buy, instead of area of
house, and councils’ personal sales forecast and outturns data.
Part 3: solutions
Strategic planning
 Insights and Research
From the above made research it can be said that in Boulevard Banbridge the main attraction is
to use the overall vision & ambition of the brand towards offering a redefined a retail experience
to their customers (Keegan and Rowley, 2017). They are willing to invest in essential elements
for success, making site improvement and further use of a integrated marketing approach. The
major insights of this research has been that the buying behavior of customers is affected by
many different types of exposure to online websites, brands and social media pages. There is
need to evaluate the behavior of local audiences and their buying patterns.
 Target Audience
The main target audience for Boulevard Banbridge is having a target base of customers from
various suitable locations. They are already having a existing base of customers from island of
Ireland. Now they are further willing to expand this market segment by opening of their stores
for other outlet destinations for enhancement of cross border trade.
 The Marketing Mix of 7Ps, if applicable to your project

Product: The present target brands of Boulevard Banbridge is TED BAKER, HOBBS,
MOLTON BRWON, for all 7 mankind, wagamama, ESTEE LAUDER. The existing brands that
are present in the physical stores are also offered on various online e commerce site of Boulevard
Banbridge.
Price: The prices of different brands that are sold through online e commerce website of
Boulevard Banbridge are based on the original practices similar to this prices in their physical
outlets (Saura, Palos-Sanchez and Correia, 2019). Apart from this with the present digital
marketing campaign when customer will be associated with these campaigns then they will be
offered with several benefits in terms of discounts coupons or vouchers offering some rebates on
bulk purchases. These benefits combined with original prices will assist in the process of
attracting of customers.
Place: The present digital marketing campaign of Boulevard Banbridge will be on different
social media sites that includes Facebook, twitter. The existing engagement rate of customers on
Facebook that is 78 percent above industry standard, 96 percent above industry standard is of
twitter all this will be used to enhance their market share and also to achieve the laid down
objectives of the digital malingering plan.
Promotion: The overall promotional strategies are based on the way this brand has to be
promoted for the present customer base. The Present game of thrones visitor project is also part
of the promotional strategy of Boulevard Banbridge (Chaffey and Ellis-Chadwick, 2019). This
will be based on enhancing the overall tourist expenditure by 400 million euros and re total
investment of the project is also expected to be around 23.7 million euros.
Physical evidence: It is the actual products that reach to customers. There is requirement to
maintain overall high quality of products that can help in achieving the required satisfaction
level.
Process: The process of present digital marketing plan will be based on attracting of customers
through such social media platform.
People: There are various stakeholder that are part of the present digital marketing plan of
Boulevard Banbridge (Fierro, Gavilanez and Cardona Arbelaez, 2017). All these will together

assist in the process of performing the functions assigned in the course of present digital
marketing plan.
 Customer/geographic market/segmentation
There are different type of market segmentation that can be used for the purpose of defining of
the audiences. Such as demographic segmentation is a way in which there is grouping of
customers who are sharing some similar characteristics. In present scenario of digital marketing
plan of Boulevard Banbridge there will be use of geographical segmentation that is there will
be grouping of customers with respect to their physical location.
The geographic segmentation will be based on setting the target market based on location,
timezone, climate, season, cultural preferences, language and the population type & density. Positioning strategy
The overall positioning strategy of Boulevard is based on application of AIDA model:
Attention: In this aspect the marketing department of Banbridge have to ensure that the product
is able to grab the attention of target segment of customers (Hanlon, 2018). It has to be eye-
catcher enough for this attractive visuals of products clothing must be displayed on the social
networking applications for the purpose of engaging of customers.
Interest: The interest of customers have to be created by advertising of the product and offering
amazing discounts (Seo and Park, 2018). Such as for commenting there can be availing of
discounts, rebates vouchers for the purpose of ensuring direct and two way communication
channel has to be build up between
Desire: In this the overall digital marketing plan has to be designed in such a manner that it is
able to Create a desire among the customers for purchasing of products (Mueller, 2018). Such as
the present digital marketing plan will be used to engage customers by persuading them to
comment on post, so that by clicking on the link the customer can be diverted to the actual we
site from where further trafficking on the e commerce website can be increased.
Action: It is aspect that is related with customer are persuaded to purchase the products that they
are willing to with the online site or. Further the process of communication between the
prospective customer and the organization has to be established at this stage of AIDA model. For

this online website has to be designed in such a way that if there is nay sort of customer query it
can be easily and quickly communicate via mediums of direct communication to the customer
service department of Boulevard Banbridge. In this there has to be a workforce created that can
help in providing personal level of assistance to each of the customers with respect to their
specific queries or any type of additional information that is required with respect to the various
products and services offered by Boulevard Banbridge.
 Sources of competitive advantage
The present base of social media followers for Boulevard Banbridge is a major source of
competitive advantage for Boulevard Banbridge. In this they are having approx 31,287 Facebook
followers, 5,839 Instagram followers and 1,065 twitter follower (Mothersbaugh Hawkin and
Kleiser, 2019). It has led to higher engagement rates for their customers such as Facebook is
having 78 percent above the required industry standards and on twitter it is at 96 percent above
industry standards. These are some of the sources of competitive advantage for Boulevard
Banbridge.
Further the upcoming projects such as the game of thrones visitor project that is expected to
generate a 400 million euros tourist spending boost by year 2030 is also a source of
differentiation strategy for Boulevard Banbridge. Linen mill studios is the key production sites
for various global television phenomenon that will lead towards new tourism attraction with
HBO.
Suggestions to improve website traffic:
It is important for an organization to improve its website traffic as it help in increasing
awareness and customer base level that leads to increase in sales and profitability. One of the
suggestion is to conduct basic search engine optimization in website as it help in attracting
people. Another recommendation is develop videos and blogs and posit it on social media.
Organizations can also optimize third party sites like “GOOGLE my business”, Facebook page
and so on in order to increase traffic on website in an effective manner. It is suggested to
company to focus on checking where its traffic coming from now so that it can develop blogs
and videos accordingly which in turn attract large number of people to use and reach website of

an organization. In the present time period, many of the people prefer to read Blogs as it help in
creating awareness about Websites and enhanced performance as well.
Details and visuals of the solutions (most detailed section)
Define the Problem
The main problem that the company is facing is that there is not enough traffic on its
website as well as social media pages. There is an overall decrease in the number of visits on the
website and apart from this, the other problem that the company is facing is that of a decreased
reliance on those from within the drive of 15 minutes. Therefore, it can be said that the major
problem that company is facing is that of a decrease in the number of visitors on the company’s
website.
Solutions
There are different solutions that the respective company can enhance and strengthen
presence across different social media platforms. The three solution ideas are explained below:
Social media marketing ideas
 The company can run a live session wherein it can interact with its customers as well as
attract new followers at the same time. There are many different benefits of live streaming
for the brand. This is because it can significantly contribute to the overall development of
the brand and help it in reducing the marketing costs and at the same time accelerate the
overall performance. today, live streaming has become an essential part for any company.
Also, a live stream does not cost anything and the company is able to interact with its
customers in an effective manner. a live stream serves as a massive opportunity for the
brand to directly engage with its customers and at the same time, attract new followers as
well (Chen and Lin, 2019).
Why this idea will work
This idea is good because it will help the respective company, The Boulevard Banbridge
to develop a better understanding of the needs as well as preferences of the customers in an
effective manner. the primary rationale behind choosing this idea is to enhance the overall
traffic on the company’s online website.

Figure 1: Increase in social media marketing
Source - 140+ Social Media Statistics that Matter to Marketers in 2021, 2021
 It can also partner up with an influencer so as to promote its products as well as services in
an effective manner. Influencer marketing can be defined as a strategy that businesses
generally use in order to promote their products as well as services to their target customers

by partnering with popular users of the social media, called influencers or bloggers. This is
because influencers usually have a large reach among their followers along with a high level
of engagement. This is a good solution idea because it is one of the easiest ways in which a
company can increase overall engagement as well as traffic on its social media platforms as
well as online website. The different influencers can include Ella Mills and Emily Leary. The
company can partner up with them in order to generate traffic on its website.
Why this idea will work
This idea is good because it will help in improving the overall awareness of the company
and at the same time, the company has an access to millennial consumers. Since influencers are
trendsetters, they can help in strengthening the overall relationship between the company as well
as its customers. The rationale behind choosing this idea is to create awareness among the
people. A significant percentage of young people use social media and they will engage with the
influencer whom they follow. Currently the Facebook as well as Instagram pages of the company
do not have a large number of followers and this influencer marketing will help in increasing the
same.
Figure 2: Infliencer Marketing

Source - The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where
You Invest, 2021
 A giveaway can also be conducted in order to engage with the customers in an effective
manner. A giveaway can be referred to as an act of giving something away with the primary
motive of promoting the brand or the products among customers. There are many benefits of
a giveaway such as it can help the company in gaining a new customer and also, encourage
social sharing.
Why this idea will work
In context to Boulevard Banbridge, by conducting giveaways from time to time, the company
will be able to enhance its existing profitability. Therefore, this idea is good and will work in
favor of the company. females in the age groups of 25-30 years are engaged with each other

and they are likely to engage with the brand.
Figure 3: Giveaways
Source - How to Use Instagram Giveaways to Grow Your Following, 2021

 Business/Marketing Tactics
For the purpose of achieving the above laid marketing objectives there is requirement to focus on
use of several marketeer tactics that can assist in the process of achievement of higher online
trafficking. For this purpose there will be use of pay per click strategy. It is a basic marketing
tactics that is going to be applied for digital advertising where there payment only done when
somebody is clicking on the content.
Apart from this another marketing tactics that will be used in present scenario will be to
sponsorship of various webinars. In the situation of COVID 19 there have been different types of
webinars that are taking place. There is requirement to use it as a tool to be more popular for the
present target base of customer. In the webinars that is attend mostly by the people ranging from
age group of 15-35 years will be approached as it is the main target segment population of
Boulevard in order to enhance their present website trafficking.
 Traditional Tactical Plans

Traditional the business were focusing on use of tactical plans that were based on expanding the
market short by using of present business opportunities in the existing markets. In this the
tactical marketing is related with use of several specific tools and techniques that can be used by
organization for the purpose of meeting up of its goals. There is requirement to use the marketing
tactics and strategies in order to achieve such laid down objectives related with vision & mission
prospects of organization. In present situation of Boulevard Banbridge such traditional
marketing plans will not be applied as there is requirement to use digital marketing plan.
 Digital Tactical Plans
For the objective of increasing the web trafficking for Boulevard there is requirement to use
several business goals. Such as for Boulevard the main objective is to increase the trafficking on
their e commerce sites by 15 percent in coming time period of 6 months. The main objective of
digital tactical plans is to use internet as a tool for aching wider market share. In Boulevard the
digital marketing plan will be describing the way overall strategy will be implemented in respect
of the tools that will be used for achievement of higher market share. For this there is need to
plan the digital marketing channels that will be used such as there is use of social media as a
channel of digital marketing. In customer segmentation. Boulevard is using geographic
segmentation and further for the purpose of performance measurement there are certain key
performance indicators that will be used to measure the actual achieved results with respect to
the laid objectives in initial stages of the digital marketing campaign.
PART 4
Ethics, Sustainability and CSR
Ethical marketing in relation with the present digital marketing plan of Boulevard is
based on the view that for the purpose of building up strong relationship with customers there is
requirement to follow practice of shared values. Organizations have to focus on ethical
marketing aspects for the purpose of making moral decisions. In Boulevard there is requirement
to ensure that there is use of ethical marketing aspect by visual display of different aspect of
branding through their social media platforms (Marasco and et.al., 2018). This process is going
to further lead towards creation of awareness among the customers that there is proper adherence
to all the ethical practices.

Sustainable business Practices: these practices are associated with use of measurement that is
not harming the external environment, for this purpose the organizations are coming up with
more socially responsible solutions that can be used for improving the society and improvement
in the existing brand image,. The present digital marketing campaign of Boulevard is based on
the target audiences that is between the age group of 25-35 years of age. So there is requirement
to target the millennial generation by use of several initiatives such as participating in
volunteering work or making donations to charitable efforts, it is going to assist in having more
environmental and socially conscious efforts towards changing the perception of present
customer base.
CSR business practices: There is requirement to use Several corporate social responsibility
practices that can assist Boulevard in increasing their brand image for the target segment of
customers (Mahdiraji and et.al., 2019). Such as reduction of carbon footprints, improvement of
labor practices. Charitable giving, corporate policies that are benefiting the overall environment.
Further another CSR activities that can be used by Boulevard can be related with maintaining
environmentally and socially conscious investments.
Identify and assess key issues:
There are some of the key issues that can arise for Boulevard such as the CSR performance
has a significant impact on the overall reputation, operational and financial success of various
business operations. There is pressure on organizations that is related with implementation of
business practices for promotion of transparency, working towards better environmental
sustainability, protecting of human rights and facilitation of local content objectives.
Key ethical issues that can arise in the course of Boulevard is related with loss of personal
information of customers that is provided to them with respect to the changing needs &
preferences of their customers (Li and et.al., 2019). While the customers will be filling of online
questionnaire there can be situations where marketing department of Boulevard have to ensure
that all such information is properly protected and is not leaked all this information has not eb
used for nay other purpose apart from forming future marketing strategies of Boulevard.
Recommendations

It is recommend for Boulevard that there is requirement to work towards setting up of clear
expectations, establishments of assurance mechanisms and further balancing of cost is required
for proper management of different ethical issues. Apart from this there is also requirement to
maintain proper relation with all the other associated stakeholders in the organization that can
help in work taking place according to such stakeholders. While customers are having a positive
brand image for Boulevard then it is going to further assist
Controls, Measurement, Review, Risks and Contingencies
Critical Success Factors, Metrics and KPIs
Critical success factors: In Boulevard there are several critical success factors that will be used
to manage and measure whether the above laid objectives have been achieved or not. For this
purpose there will be requirement to evaluate such KPIs at the need of time period that is six
months (Lepkowska-White, 2017). Some of the Key performance indicators that will be
measured in present scenario is mentioned below:
Sales revenue: The overall sales revenue that will be generated at the end of six months period
is to measured against the pre campaign sales. If there is enhancement in sales then it is going to
indicate a positive response from the overall sales. On other hand in case of decline or no
improvement is going to lead toward unsuccessful digital marketing plan.
Online marketing ROI: It is a reporting and analysis based website activity where there is
measurement of the source of traffic and is vital for the online success of a organization (Jarach,
2017). For Boulevard there can be optimization of online traffic by enhancing the overall
conversions of site.
Risks and Contingencies:
There are some of the risks and contingencies that are associated with the present marketing plan
as mentioned below:
E commerce online security: It is a basic set of protocols that is related with safety guide of e
commerce transactions (Hussain, 2019). There is need of stringent security requirement to
protect the data and information that is shared by the customers on such platforms through the

digital marketing campaign of Boulevard. So proper tools must be used to prevent the data from
leaking or getting misused.
Customer service: In case of present digital marketing campaign there is requirement to ensure
that if there are any type of customer issues that are faced. Timely solving of such issues will
lead to development of a loyal customer base for Boulevard through this marketing campaign.
CONCLUSION
From the above report, it can be concluded that the main objective of any business today
is to enhance their reach to the customers and also, to generate traffic on their website. This is
particularly beneficial for the companies and allows them to develop a better understanding of
their customers and their individual preferences. A company can opt for various strategies to
reach out to a greater number of customers such as implement email marketing and ensure that
their website is responsive. This is because if the website of the company will be responsive, the
customers will not switch to other competitors. And the company will also be able to retain its
customers for a longer period of time by serving their needs and preferences in an effective
manner. Social media can be referred to as one of the greatest and most efficient options that a
company can adopt in order to reach out to a greater number of people. There are different social
media platforms such as Facebook, Instagram and Twitter. By strengthening the overall presence
across these platforms, a company can attract a greater number of customers.
Influences or guests can be invited to write honest and positive reviews about the
company on its website or create content that is positive and can assist the company to gain
traffic on various social media platforms. The marketers of a company have to make sure that
they opt for appropriate strategies so as to attain the goals as well as objectives in an effective
manner. On-page SEO is also a good way in which a company can improve its overall reach
among customers and thus, gain a competitive advantage against competitors. Therefore, it can
be said that it is important for an organization to analyze the market properly before
implementing any strategy. This will allow them to serve the customers and attract potential
customers more efficiently.

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