Digital Marketing Recommendations for Celtic Collection

This consultant's report analyzes the case of Jennifer, owner of Celtic Collection, a jewelry store aiming to expand online and leverage digital marketing. The report details recommendations for digital marketing strategies, including social media marketing, SEO, email marketing, and website development, to increase online revenue and reach a global customer base. It covers online marketing objectives, situation analysis, competitor analysis, and customer expectations. The report also examines essential elements such as domain names, website development, lead generation, search engine optimization, online advertising, and social media marketing. The report emphasizes the importance of creating attractive content, utilizing Google Analytics, and implementing effective customer service tools. Overall, the report provides a comprehensive digital marketing plan to help Celtic Collection achieve online success and navigate the competitive jewelry market.

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
1

compulsory if business want to attain sustainability. As internet and social media both users are
increasing so Jennifer can take its benefit and should have use different digital marketing tool for
promoting its business.
Jennifer can use paid social media tools as social media is reach beyond to organic reach.
Paid platforms will help brand in targeting large audience who are the active users and that users
are not easy to reach without the help of social media platforms. As social media networks have
many information about their users that is why targeting becomes effective. Business can also
use content creation tool. To attract more potential customers, Jennifer have to create attractive
content which she can post on its social media handles, blogs etc. as by reading content only
customer will make purchase decisions. Google analytics tool can also be used by them. As now
google have advanced analytics which will give information regarding to website which include
the information that who will be the visitor and what are their experience and also what they do
on your website. Customer service tools are also available nowadays. As to reach the company
customers are using online channels and they file complaint and enquiry on the online handles of
the company. If business will not handle such queries, then that will portrait negative image of
the brand and business can even loose its potential customers (Bonfanteand et.al., 2021).So
customer service tools will help company in resolving all customer queries and also facilitate
customer service process so that they can answer their inbound messages.The jewellery business
have barrier to entry and every company cannot enter easily in the market. As Celtic Collections
is the established brand in the domestic market and have potential customer base. There range of
products have wide so it can be said that they have wide product portfolio. As they deal in gold,
silver and leather jewellery and sell bracelets, Celtic bridal circlets, rings, necklaces etc. as
Jennifer herself check each and every piece of jewellery before dispatching it. So one can see
perfection in its jewellery.
As through digital marketing company can increase its conversion rate and that will be helpful in
getting more sales and profits. Through digital marketing company can also interact with its
targeted customers by using live option.She is getting major competition from the foreign brand
which is entering in the country. As they have different designs and also come up with heavy
discounts. Foreign competitors are lowering the market share of Jennifer.
Customer expectation:
2

Local customers are happy with her jewellery and Jennifer is also featured in the bridal
magazine. She is receiving orders on telephone and then she delivers it via post office
(Elavarasanand et.al., 2020).So it can be said that Jennifer jewellery is not only famous with
local people but she is getting response and demand from international customers as
well.Extremely tough competition can be seen in the jewellery market (Falcone and et.al., 2020).
As competitors are coming with exclusive range and attracting customers towards them. Market
fluctuations will also affect the sales of Jennifer. As the price of gold is set with international
market so its major fluctuation can affect the profit margin of Jennifer.Jennifer can use social
marketing and digital marketing in order to target the audience. As it is cost effective and also
saves time and efforts. Jennifer has also opportunity to expand in global market through online
sales as she is having skilled labour so the making of her jewellery is different. As every piece of
jewellery is made with hand and not with machine so that can give extra advantage to her. To
expand internationally will be difficult for her but with digital marketing and online sales nothing
is impossible in trading nowadays.
Recommendations
Digital marketing is the plan which uses platform, content and media through internet so
the company’s online goals can be achieved (Manhas, 2017). Organisation makes digital
marketing strategy so that they can easily facilitate their online goal. Smart digital marketing
strategy is those which understand the market conditions and plan accordingly. Plan should be
made in such a manner which identify the potential customers and their internet usage habit.
Jennifer should have built digital strategy so that it can help her to do brand awareness. Business
can also use Google analytics as this tool helps business to understand their target market. Report
which is made through this technique will give more deep and meaningful data. Once is demand
has been established for the items and products then Jennifer can make objectives for the
company.
The data which is generated online should have been used for the online marketing of the
business. It includes internal and external challenges, potential weakness, capabilities, market
conditions etc. Jennifer should have opt for digital marketing because it is cost effective and
reaches to large audience and which is not possible with traditional marketing. Traditional
marketing targets few customers but digital marketing have the capacity to attract large audience.
Components of digital marketing are website, search engine optimisation, social media
3

marketing, email marketing, content marketing etc. Although digital marketing have certain
issues also like audience issues, sometimes company observe good number of clicks but
ineffective conversion rate.
This happens if the business invests in targeting wrong audience via digital marketing.
There are possibility that users visit company’s website but does not purchase anything from that
website. Generally this case occurs when the website design is not good and does not have
capability to attract large audience. In effective landing pages also become hurdle for the digital
marketing. Due to ineffective landing page, company can even lose its highly interested
customers.
Digital marketing basics
Domain name:
It is the series of alphanumeric characters which shows the combination of online
resources and that will make portion of internet address correspondence. Domain name is
necessary because it is address of the website. As the web Brower require domain name so that
can provide direction in order to reach towards website.
Social media domains:
Social media domains are called as PH domains which lead the users towards the accounts
(Chaffey and Smith, 2017). Web addresses can be developed by using social media domain
which will help in going towards the social media pages.
Website hosting:
At the time when hosting provider gives area on web server for website so that the files can be
stored, then it is called as website hosting. Web hosting creates the file which can comprise the
website so that it can be viewed online. The website which is visited by the users is hosted on the
server.
Web analytics:
It is the collection, recording and evaluation of website data (Kannan, 2017). Its main aim is to
find out measures which is based on the company goals and using data of website to finding it
out success or failure of those goals and making strategies so that experience of users can be
improved.
4

Website development
It means making website for the company so that they can provide online presence. Website is
the online shop of the company. Developing website is not easy. Web development involve
building and maintain the websites (Holenz and Stoy, 2019). Website will attract customers only
if it look better, work fast and will give good experience to them. It should not have tough
feature which is not understand by users easily. There are web developers which develop the
website. They use different language and it is dependent on the tasks which they are performing.
An individual who have Web development skills can only make good website.
Jennifer have to hire experts who can maintain their web presence because their presence of web
will only undertake its online sale. Ineffective online presence will turn off customers. As
customer does not like to purchase from those companies whose website cannot be used easily.
Website should also have easy checkout process. Generally it happens with many companies that
they develop good website but it does not have easy payment option. It also turn off customers.
Jennifer should have focus on easy payment option its website is providing or not. As easy
payment option will smooth checkout process (Yan and et.al., 2019).
Website should fulfil all the requirement of the business. As it should have proper space for
posting, it should have option for giving feedbacks etc. As customer feedbacks are very
important and will help business to know that where they are lacking so that they can improve
their products and services. Good developed website will help Jennifer in increasing its online
credibility. Once online image has been set then online customers will trust on her products and
also recommend it to others. Just as offline credibility is important like same online credibility is
also important. Another important thing which is associated website development is content
development. Website is considered effective only if it consists of good content. As content will
attract customers to make the purchase.
Lead generation
Gaining leads is the main goal of the business. For generating leads company invest in large
amount. Company should have find out that what is the demand of their customers because if
they will make such product which is not in demand then how they will make sales. Leads are
the prospect to the business which have intention to buy the product and services from the
company (Fitriani, Adisyahputra and Komala, 2018). Leads are nothing but the customers of the
company. Good quality of leads can help company to increase its sales and make good profits. It
5

dependents on company to company as some companies go for quantity and some go for quality
when talking about leads. Jennifer can generate leads as the online marketing is evolving because
they are having advanced tools, social media and software which help her in getting high quality
leads. Main function is to see that which lead is ready to purchase from the company (Kritzinger
and Weideman, 2017). All the people cannot be said as the lead. As majority of businesses make
this problem of targeting very customer but they should have only those group who can use their
product.
Jennifer should have also targeted selected customers like mainly female who actually wear
jewellery. In this case if she will target all the customers then her efforts will go waste. As the
probability of purchasing jewellery in male is very less as compare to female. Male will buy
jewellery only for gifting purpose. In simple words lead generation is the process to attract
consumers and converting them so that they can buy products from the company. Jennifer can
use lead generation strategies which are blogging, coupons, seminars, social media marketing,
website landing pages etc. By using these lead generation strategies business can attract their
potential customers.
Search engine optimisation
SEO which is search engine optimisation. It is the process by which through organic search
engine quality and quantity of traffic can be increased to the website (Hampson, 2018). Quality
of traffic means to attract all customers from the world and Google is reverting them towards
your page. Than that cannot be called as the quality traffic. Jennifer should have do proper SEO
so that her business can generate quality leads. Quantity of traffic means when right people click
the link from search engine then it can be said that more traffic is better. Jennifer should have
understand the meaning of organic results because organic result is the traffic which require no
payment.
SEO keywords are the words in the web content which help people so that they can search sites
through search engine. SEO is helpful in connecting searchers with the website. Jennifer should
have also make such keywords so that customers can easily reach to their website. Strong SEO is
the success of online business. As weak SEO will never help customer to reach to your website.
On site optimization is the SEO which optimizes the elements on the site. So that company can
rank higher and get quality traffic via search engines. Celtic collections should have also gets
attentive and do onsite optimization so that their business can be ranked at top.
6

Whereas offsite optimization means all the prevention which have been taken from outside the
website so that position can be improved while in search rankings (Serrano-Cinca and Muñoz-
Soro, 2019). This is the step through which high quality of leads can be generated. This method
can also Jennifer opt. That is why it is said that effective SEO is very important for the
organisation if they want to increase sales of their products and services. So that customers can
easily find out the company. Otherwise there is the possibility that your customer can land on
your rival company’s page. So company should have make list of keywords on priority basis
because it is the most important thing. When it comes to search marketing campaign then
keywords and SEO plays important role.
ONLINE ADVERTISING
It is form of marketing that make use of internet in order to advertise products and
services of company or generate its brand image of company in minds and hearts of millions of
customers that are residing in society. Search engine advertisement, landing pages and
directories are some of the method pertaining to online advertisement that could be used by
Jennifer Graylon to grow and expand its business operation. Such as:
Search engine advertising
SEA is branch of online marketing that helps company effective advertise its products or
services in form of images of text that are being posted on search engines likewise Google or
may be Bing. This is mainly used by company to increase the visibility of websites so that more
and more people are induced within organisation (Qiao and et.al., 2017). So Jennifer Graylon
through making optimum use of SEA method as it will help in raising brand image of company
or generating more and more awareness among range of individuals that are residing in firm.
Landing pages
It is page on official website of company that offer resources to business in exchange for
visitors contact information. Thus the marketing manager of Jennifer Graylon company can
easily capture the contact information through making use of lead capture form in which visitors
can easily fill their respective detailed. Such as name, job title, email, address and many more
information pertaining to the visitor is provided to company. Thus good landing page will
contribute Jennifer Graylon in bringing more and more people within organisation or high
percentage of convert from individuals to customers of firm.
7

Directories
It is method of online advertisement in which all crucial information pertaining to customers
like their taste and preferences, behaviour are kept safe and secure in computer. So Jennifer
Graylon through making use of web directories can take accurate decision or formulate effective
strategies related to the way individuals are motivated to be part of its organisation rather than
other competitors in market (Stoychev, Dimitrova and Desev, 2019).
Email marketing
Email marketing is another form of digital marketing through which online customers can be
attracted. Email is the important tool. Email is used for various purposes like for informal
communication and for formal messages (Agarwal, Birajdar and Bolia, 2019). Many businesses
are using email so that they can increase sales of their business by targeting potential customers.
Jennifer can use email for marketing her new launch and existing products. Email can help in
delivering messages of the company to wide audience in limited time and email is also the cost
effective marketing technique.
Email are one of the best method to connect or build relationship with customers through sharing
them information pertaining to existing products, services and their respective price or any recent
offer that company is willing to give to customers.
Direct marketing
It is type of marketing in which company directly send its e-mail to prospecting
customers in order to make it aware about products and services in which firm deals and the way
they can be fulfilled in effective manner. Direct marketing not only focusing on selling products
but also the way strong relationship between customers can be retained for optimum benefits of
firm. In context of Jennifer Graylon it can be stated that it by making use of direct marketing can
connect with customers, understand their needs and preferences (Turnip and et.al., 2021).
Thereby find alternative method that could be used to satisfy their wants so that company can
achieve competitive advantages. Therefore, it helps in generating maximum sales by email or
providing information to prospect customers in their manner which lead in increasing overall
profitability and growth of organisation.
8

Social media marketing
Social media marketing is most important and highly used online marketing technique. Through
this technique company can target huge audience and in lesser time. The big advantage of using
social media platforms which include instagram, facebook, twitter etc are their users are
increasing everyday. By giving advertisement through social media platforms it will cost
effective for Jennifer. As through this technique Jennifer can communicate with her potential
customers can listen to their queries directly and also can receive appreciation for her products.
Social media have option which allow people to give reviews on the product. Positive reviews
will drastically increase sales of Jennifer. As by reading positive reviews other customers will
also get attracted towards the products and can make the purchase.
Likely negative reviews can also reduce company’s sale (Jacobson, Gruzd and Hernández-
García, 2020). So she should have take care that she is sending quality of item to the customers.
So that customer did not get dissatisfied and write negative review for the product. Jennifer
should have also made habit to listen to every customer query because it will only help her
business to grow. As when company listen to customer then customer help company to reach its
objectives. Social media platforms also have the option via which Jennifer can go live and
communicate with her potential customers. Through this she can also receive feedbacks from her
customers. It helps in increasing brand awareness of the company. As she want to take her
business online and at global level so social media can help her in promoting the brand. It will
also help in bringing inbound traffic. Without using social media nowadays business will face
difficulty in reaching their loyal customers. It will improvise the search engine rankings. SEO
which is the most important think can be increased by using various social media platforms. On
social media Jennifer can also give the link of her website and by clicking on that customer will
directly reach to her website. Business can also increase its conversion rate. In today’s world
there are many businesses who are making god profits by selling their products via social media
platforms. As social media is the communication platform. So company can increase its voice
through this (Chen and Lin, 2019). Customer like when company reply their comments instead
of automated message so that increase customer satisfaction.
Conclusion
Through this report it can be concluded that Jennifer is the businesswomen who is selling its
jewellery at domestic level and she is doing retail business. She want to take her business at
9