Digital Marketing Strategies for AcuZon - Marketing 30 Report

This report provides a comprehensive analysis of AcuZon's digital marketing strategies, focusing on enhancing customer shopping experiences through diverse products and services, particularly in smart home solutions. It begins with an executive summary and delves into the organizational background, detailing AcuZon's specialization in smart home products and services. A SWOT analysis is conducted to assess strengths, weaknesses, opportunities, and threats. The report identifies target audiences including business professionals, young adults, and the elderly. Objectives are outlined using the SMART method, and digital marketing channels like email, content marketing, and website are evaluated. An action plan, budget, and measurement strategies are also presented, along with references. The report emphasizes the importance of digital marketing in reaching target customers and improving product quality.

Running head: MARKETING
Digital marketing strategies for AcuZon
Name of the student:
Name of the university:
Author note:

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Contents
1. Executive Summary..........................................................................................................2
2. Organisational background.................................................................................................2
3. Situational analysis...............................................................................................................3
4. Target audiences...................................................................................................................6
5. Objectives..............................................................................................................................7
6. Channels................................................................................................................................9
7. Action plan..........................................................................................................................20
8. Budget..................................................................................................................................22
9. Measurement......................................................................................................................24
References...............................................................................................................................28

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1. Executive Summary
This assignment is based on AcuZon, which aims to enhance the shopping experience of the
clients and customers through the provision of diversified products and services. Reference
can be cited of SMART HOMES Control and security systems, which enhances the standards
and quality of security for the stakeholders and shareholders. Unskilled labour adds to the
complexities in the process of producing quality security systems. Digital marketing
strategies attains an important position in this assignment for enhancing the quality of the
products for the target customers, who are early achievers, young adults and businessperson
in this case. The channels of the emails, content marketing and website are effective for
communicating the important messages to the target audience.
2. Organisational background
The background of the organisation is that it is specialised in the manufacturing and
production of smart home based products and services for creating convenience among the
people. The business organisation, i.e., AcuZon has created a platform where all the Smart
homes control and security systems are present and also customized solutions have been
integrated into those for transforming a normal home to a smart home (Acuzon.com 2020).
The company’s home automation system is robust, offer grounded rigidness while at the
same time, the wireless sensors and surveillance cameras offer better security and
convenience and thus valued as important assets required to ensure Top Notch Smart based
solutions and technology at home.

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3. Situational analysis
The situational analysis is associated with the identification of various strengths and
weaknesses of the organization named AcuZon, based on which, the necessary scopes and
opportunities could be find out for sustaining in the long run. Moreover, the situational
analysis is done with the help of conducting the SWOT analysis, which can help to determine
the strengths, weaknesses, opportunities and threats experienced by the organisation. This
would help in allowing the company to undertake approaches that should be essential for
moving in the right strategic direction while at the same time, achieve the vision and mission
along with the organizational goals and objectives too (Acuzon.com 2020).
The major areas of strengths of the organisation include being the one and only stop
for SMART HOMES Control and security systems, which could transform the entire natural
home into smart homes, thereby, create better convenience and security for people living in
the homes. This would transform the entire home design and also the various devices used in
it have enabled higher level of satisfaction among the customers. It has also been found that
another major strength of the company is the group of agile partners with whom the company
worked it (Acuzon.com 2020). This has helped in investing much more money so as to
customise the solutions and make necessary arrangement too for drawing in more clients and
revenue generation. The vision of the company is also one of the strengths of the company,
which enables emphasis on smart home solutions that are needed for home entertainment,
home automation and also for network design, monitoring and security at AcuZon, Bahrain.
The standards have been set while designing the facilities or renovating the existing ones,
which also provided the clients with a better and enjoyable lifestyle, thus facilitate the smart
home solutions. The company possesses a good network of partners and thus boosts of a
positive brand image and identity, which increased the brand equity too for AcuZon in
Bahrain (Acuzon.com 2020). The digital marketing technology is considered as the most

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important strengths that has helped in changing the entire way of work and even introduced
new areas of entrepreneurship, which should help in better flow and exchange of information
along with impacting the decision making process and better guidance provided to the
workers while undertaking various operations and approaches (Chaffey and Ellis-Chadwick
2019).
Few of the weaknesses could be that there are few people who might not be tech
savvy and this might hinder them to use smart phones and check on to the website managed
by the company. Lack of outreach to the global market segments could be a major
weaknesses whereas the various legal litigations might also affect the brand image and
identity negatively. The investments are lower, which has resulted in lack of enough financial
resources required to manage the debts and gain higher growth.
The opportunities would be created, once the company become a part of the merger
and acqusitions where it acquires another company so as to focus on energy efficient
procedures and reduce the overall costs largely too. According to Gürel and Tat (2017), with
the outreach to global markets, there would be expansion of business and global electrical
equipment and entire market would tend to grow. The prioritisation of using social media
platforms as part of the digital marketing strategy could raise awareness among more people
and increase the client base.
Few major threats experienced by AcuZone could be the presence of competitors in
the marketplace while the higher prices of supplies like raw materials and resources also
made the company increase the products and services’ cost that were manufactured. The high
dependency on the suppliers also created a major challenge while managing the
manufacturing and production processes (Jain 2019).

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The PESTLE analysis represents the various factors including the political, economic,
social, technological, legal and environmental factors that are associated with the functioning
of business. The political factors include the population, which is mostly from the South Asia
and Southeast Asia, though the immigrants visiting the place seemed to be lacking skills and
thus there has been unskilled labour. The political structure is strong, which include Shia
religious leader laying the major role to govern while the laws implemented were often
opposed by Islamists, which created some turmoil and thus could affect the functioning of
business for AcuZon at Bahrain.
The economic structure include the management of export and manufacturing
industries along with various commercial taxes, building property license fees, etc. which
placed some tax and restriction on the capital transfer. Thus, Key and Czaplewski (2017) is of
the view that to expand business, the labour market must be aligned with the international
standards for the company as well.
The education related costs and schooling are managed by the Government and thus
acceptance are based on the records of attendance of the candidates. Good quality education
has been provided while the multi-cultural and multi-ethnic society further contributed to the
management of good quality education in the nation. Due to this, the literacy rate is quite
good and thus the consumers; behaviours would be influenced largely too while making
purchases from AcuZon.
The advanced technologies and use of internet have facilitated the marketing
efficiency as well as improved the business performance for AcuZon, Bahrain. The
environmental factors include the consideration of various approaches required to protect the
environment while at the same time, fulfil the corporate social responsibilities properly too

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(Truong and Dang 2017). The legal matters are considered so as to manage proper values and
ethics and maintained accuracy through prevention of legal and compliance issues too.
4. Target audiences
The audiences in different market segments, who are targeted have been the Business
professionals, young achievers and also housewives and elderly individuals, who prefer
convenience and safety. The smart home solution delivered by AcuZone could offer them
better convenience and at the same time, remain safe and secured by using these smart home
services and solutions. The targeted audiences are based on the demographic profiles such as
the business professionals, both men and women, aged between the age of 25 to 44. They are
employed within the organisations and do have good skills, knowledge and expertise due to
the qualification that they possess. The businessmen and business women have also managed
to use smart phones and are tech savvy, have also been targeted by the business organisation
(Du Plessis 2017). They would search for the products and services that they want to
purchase, furthermore, gain access to the various monitoring control and systems made
available by AcuZone. The social network users are also targeted because most of the times,
the users of Facebook, Instagram and Twitter would be much easier for grabbing their
attention and allow them to forward to a website managed by the company.
The elderly individuals, who could also be known as the family oriented individuals,
nowadays, might not be physical well and capable enough to handle daily works and due to
this, the smart home solutions and services could be an effective choice for enhancing their
level of convenience and even make them perform the tasks that they might not have been
previously capable of. These people are also considered as busy professionals, who might be
retired from office, but still home base work where they participate in (Nair and Shobana
2018). They are either self-employed or retired, because of which, they have abundant time to

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find out new products and services for their homes so that their daily work become much
easier than before. They also look for valuable options that could be purchased on the basis of
cash on delivery option and this has been managed by AcuZone quite effectively. They use
smart phones responsibly and look for trusted and secured pages and thus the company has
targeted this market segment comprising of these individuals so as to acquire their trust and
deliver best smart home solutions and services.
The young achievers, who are aged between 18 to 28 years are targeted by AcuZone
as well in Bahrain and in Saudi Arabia. They are motivated and encouraged to make
purchases as they often feel interested to use smart automation and home technology
solutions and services. As per the arguments of Vinerean (2017), they are quite tech savvy
and use Personal computers and Windows operating system to surf the internet. This would
allow them to use the Google search engine and look out for the products and services related
to the smart home technology. This would allow them to easily identify those products and
services, furthermore, remain motivated and encouraged to make purchases largely too.
5. Objectives
The setting of goals and objectives have been done with the use of SMART method or
technique, which represents the specific objective, measurable, achievable, realistic and
timely objective.
S – To increase the sales revenue of the company in the upcoming years from 10k units to
20k units every month
M – To ensure that the revenue generated is increased to over 20 percent in the next year
A – To increase the number of followers to the website and generate leads for influencing
more people to visit the website, thereby, enhance the level of traffic to the website

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R – To generate higher traffic to the website, increase sales and create a huge fan base
through extended leads’ support and help
T – To make sure that the social media platforms are used timely and awareness is created
among people within a 6 months’ time period
Sub objectives:
 To implement the digital marketing tactic by introducing a promotional campaign,
furthermore, increase the traffic to the website by 40 percent
 Generate higher numbers of leads by nearly 20 percent via email signups and also by
using various websites
Based on the SMART goals and objectives, it could be understood that AcuZone, being a
major company specialised in the production of smart home based solutions, services and
products, has managed to ensure that the sales revenue increase and also the efficiency of the
digital marketing activities undertaken. The objectives are aligned with the digital marketing
tactics so as to check the overall performance of the marketing activities undertaken by the
company while at the same time, keep those simple and open to all (Key 2017). Good amount
of time as well as financial resources would be required to attain the goals and objectives,
furthermore, ensure that the digital marketing efforts are put and managed within a proper
amount of time. By introducing a digital marketing campaign and with the use of social
media platforms, the company has aimed at generating higher leads while at the same time,
push its sales to an extent, much higher than expected earlier. The objectives are also to
generate higher revenue, attain a huge customer base and finally draw in enough profit and
competitive advantage in business as well with much ease and effectiveness. Moreover,
Hemsley (2018) is of the view that it could also be noted that the involvement of social media
platforms has also been a major objective, which could allow for creating a larger customer

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base comprising of the clients who mainly are habituated with the only activities and making
purchases of products and services online too. Therefore, by achieving the goal or objective,
it would be clearly understood that the digital marketing efficiency could lead to higher
influence on the consumers’ buying behaviours and allow them to make purchases of
products and services online (Colonius and Diederich 2018).
6. Channels
There are various digital marketing channels that are based on the goals and
objectives to be achieved along with the targeted audiences that have been selected by
AcuZone in Bahrain. The Integrated Marketing Communications approach also acts as a
good channel for the management of digital marketing channels and also sustain in the long
run. It has not only transformed the business, but also has made it much convenient and safer
for the individuals to become habituated with the smart home technology largely.
One of the most effective digital channel used for the purpose of business
management is the management of website, which has been designed for the purpose of
simplifying the process of searching for the products and services that the customers intend to
purchase. With the use of smart phones and internet, it would be easier and quite effective for
the customers to look into the company’s website and this could be a saviour for the elderly
individual, also known as the family oriented individuals to search for the products required
by them to maintain a smart home (Otto and Mamassian 2017). The targeted audience of
persona such as the businessmen would also be able to look into the website and Google
search the keywords, based on which, they should be directed to the products of the specific
brand. The smart phones would create convenience during their search operation and they
would not have to visit the stores physically, rather the purchase should be made online and
then the product could be delivered at their doorstep.

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Another important channel for digital marketing could be the use of social media
technology. The social networks such as Facebook, Twitter, Instagram, etc. are quite popular
among the young achievers as well as among the businessmen. The Facebook network is
considered as an effective digital marketing channel, which could allow the people to remain
connected with others and also interact with the business. Lombardi, D’Alessandro and
Colonius (2019) is of the view that the business men would be able to acquire new ideas
considering the comments and feedbacks made by the customers on the social media
platform, thereby, make necessary changes or improvements to boost the overall business
performance. Due to the prevalence of Facebook, Twitter and Instagram among the young
achievers, it would be much easier for AcuZone to divert their attention to the website
managed by the company and facilitate the integrated marketing communications too for
sending the right messages and information about the products to its customers. Thus, more
and more customers would be aware and get incline towards purchase making decisions
online as well (Dodson 2016).

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Based on the information and data present in the assignment one, it is also clear that
the connectivity and internet has transformed the business functioning and also enhanced the
marketing channels efficiency. Moreover, it is also a fact that AcuZone could send emails to
them as well as make sure to inform the customers about the new products and services made
available in the market. Not only does this help in the marketing efficiency, but also the
emails could be replied as well by the clients I case they want to resolve any queries and gain
answers to the questions asked (Iyer 2020). The customers would also be able to reply to the
emails and address their needs for the smart home products and services to be delivered by
the company. The businessmen and businesswomen benefit the most from this digital
marketing channel, which enable them to use their smart phone and reply to the emails as
well as send those to interact with the business, whenever required. The promotional email
campaigns, triggered as well as transactional email campaigns
Last but not the least, the organic traffic is increased with the use of digital marketing
channel such as by using search engines including the Google, Bing, Yahoo, etc. Often all the

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targeted audiences including the businessmen or businesswomen, young achievers have been
targeted as part of the organic traffic, where people could search for the website while
looking for a specific product or service. The company could also keep the online store of the
company optimised for positioning the search engines and keep the results, on the basis of
search options, placed on top of the search page (Vieira et al. 2019). The company should
also be able facilitate the digital marketing channel with the help of investing in search
engine optimisation or SEO so as to increase the organic traffic largely too.
As stated in the previous part of the digital marketing channels, the integrated
marketing communications or IMC also serves as an effective marketing tactic to facilitate
the communication of messages and information to the clients and even foster development
of relationships with the clients. AcuZon could aim at utilising the digital marketing channels
properly and at the same time, use the search engine optimisation or SEO technique and also
the email marketing, content marketing and SMS marketing to make people informed about
the smart home products and services digitally. It has been found that emergence of
competitors, new entrants in the market as well as the substitute ones created several threats
or risks within the industry where the company has been operating (Kannan 2017).

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Though the management of digital marketing channels require some significant
amounts of investments, the search engine optimisation or SEO could be an effective one
where the company needs to manage better accessibility so as to ensure that the search
engines could easily read the website managed by the company. A compelling yet simple
content must be created so as to allow the customers gain answers to their queries regarding
the products and services and then set the perfect keywords optimised with those. Saura,
Palos-Sánchez and Cerdá Suárez (2017) is of the view that this could allow the users to
search the keyword and easily move on to the website for gaining accessibility. The URL
must be designed and should be worthy of share for successful managing the search options
for the customers, thereby, allow them to easily gain access to the products and services. This
would not only drive the website traffic, but would also facilitate the performance and
effectiveness of the digital marketing channels largely.
Planning framework

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RACE model
Fig: RACE model
(Source: Kingsnorth 2019)
This model has four stages, which reflects the lifecycle of the digital marketing
planning framework. These stages are Reach, Act, Convert and Engage. In the stage of
Reach, AcuZone Company can increase the trafficking of the audience towards the brand
image. This is applicable for the targets of early achievers, young adults and businesspersons.
Uploading the information on the social media would be effective for attaining diversified
positioning for the products and services. Advertising campaigns would be effective for
reaching to the targets of young aspirant entrepreneurs and businesspersons. In the stage of
Act, initiatives can be taken for collecting feedbacks on the levied products and services.
Hiring leads for designing quality contents and gaining the feedbacks for expanding the scope
and arena of the supply chain network (Saura, Palos-Sánchez and Cerdá Suárez 2017).
Conversion of the sales and profit would be effective for AcuZone to alter the perspectives
Awareness and visits
Reach
Interaction and leads
Act
Sales and profit
Convert
Loyalty and advocacy
Engage

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towards increasing the market share. Introducing effective discounts, schemes and offers on
advertising campaigns on the social media would be an effective means of engaging the
customers, stakeholders and shareholders. Rating the visitors to the websites of the company
would be an efficient metrics for measuring the accomplishment of the identified and
specified goals.

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DMI Principles
Fig: DMI Principles
(Source: Kanna 2017)
According to Digital Marketing Institute, there are three principles, which helps in the
formulation of the frameworks. These are initiate, iterate and integrate. Initiation process
would begin with the setting up of goals by the sales and marketing team of AcuZone
towards setting real and achievable goals of targeting the prospective early achievers, young
adults and businessperson. In this stage, one of the difficult task is creating the customer
profiles. In this context, email marketing can be adopted, for promoting the products and
services among the clients and customers. Advertising personalized messages on the internet
would be a productive approach for AcuZone to reach to the specific needs, demands and
requirements of the target audience of young adults, early achievers and businesspersons.
Segmentation of the contacts would ease the process of deliver the messages related to the
promotion of the products and services. According to the estimations of Vieira et al. (2019),
Initiate
IntegrateIterate

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email marketing would yield higher returns of investments. Along with this, the conversion
rate is also higher in case of the emails. Email messages are likely to be seen faster than
Facebook messages. Apart from this, email marketing would also be effective in terms of
improving the public relations between the staffs and the stakeholders and shareholders. Log
in option would be necessary for averting invitations from unauthorized sources.
According to the principle of iteration, adword auctioning can be done through the
consideration of the budgets. In this principle, the factors of relevance, customer experience
and quality score is needed for preparing quality contents. In this principle, experiments and
emerging changes are relevant for tracking the changes and their impacts on the betterment of
the company. The third principle is about integration, which relates to the tone of voice,
which is installed for broadcasting the business (Iyer 2020). Web based marketing would be
effective for AcuZone in terms of tracking the responses of the competitors before adopting
the strategies.
Inbound marketing methodology
Attract
Convert
Close
Delight

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Fig: Inbound marketing methodology
(Source: Dodson 2016)
In this methodology, the digital marketing strategies are to be prepared by AcuZon
through the consideration of the components of Attract, Convert, Engage and Delight. Crisp
and to-the-point contents, so that the customers gain an easy understanding of the
advertisements. The purchasing intentions needs to be catered for the preparation of the
contents, which would be a rational approach towards catering to the specific needs, demands
and requirements of the target audience, who are specified as young adults, early achievers
and businesspersons. Specific examples can be blogs and infographics, which would add
relevancy into the advertising campaigns. In this context, mention can be made of recruiting
qualified leads, who would be capable of creating valuable contents for advertisement
campaigns. Schemes, discounts and offers would add delight to the experience of the target
audience. Lombardi, D’Alessandro and Colonius (2019) is of the view that attraction and
engagement are related to each other. Delight is the after effect of the engagement, which if
negative, results in conversion.
4C’s framework

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Fig: 4C framework
(Source: Otto and Mamassian 2017)
Adopting 4C’s framework would be effective for AcuZone to prepare effective digital
marketing strategies. The components of this model are customer, cost, convenience and
communication. Convenience is the main factor, which needs to be catered for achieving
satisfaction. Communication and cost are the related factors, which would be effective for
gaining an insight into the approach towards the levied products and services. Colonius and
Diederich (2018) opines that costs can depend on the convenience of the customers, which
needs to be communicated in order to prevent the instances of misunderstanding and
confusions.
Pirate metrics
convenience
Cost
Communication
Customer

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Fig: Pirate metrics
(Source: Hemsley 2018)
One of the other frameworks for preparing the digital marketing strategies is that of
the pirate metrics. AcuZon can adopt this framework, which would help in preparing the
framework through the means of the components of acquisition, activation, retention, referral
and revenue. In the primary stage of acquisition, AcuZon needs to excavate the sources from
where the targets of early achievers, young adults and businessperson would contribute in the
increase of the sales revenue and profit margin. The main question in this aspect is detecting
the channel, which drives the most number of traffics into the brand. The activation aspects
reflects measurement of the effectiveness of the users’ experience. In this stage, retention
strategies are also to be prepared for expanding the customer rates. Referrals would relate to
the empowerment of the customers by providing them with the platform for voicing their
opinions (Key 2017). Last stage is that of examining the sources from which the sales
revenue and profit margin can be increased.
7. Action plan
Mar-
20
Apr-
20
May-
20
Jun-
20
Jul-
20
Aug-
20
Oct-
20
Nov-
20

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WEB BASED RESOURCES AND DIGITAL
MARKETING RESOURCES
Online advertising
Review and revising Pay per click campiagns, website
management, testing and measurement
Technical issues analysis
Checking technical architecture about whether running
smoothly or not
Managing digital marketing analytics
SEO checklist details, tracking Hub Spot across website,
PPC and other measurement tools
Measurement
Conducting analysis monthly and making
recommendations about online advertising
CONTENT MARKETING
Optimisation of website and content development
Development of additional content and managing
optimisation whenever required
Assessment and review of blog strategy
Development of CTA strategy for the generation of leads
and more website traffic
Selection of most effective content marketing strategy with the use
of videos, pictures, ebook
Management of organic traffic and sending emails to the
clients for keeping them informed
SOCIAL MEDIA
Social media marketing usage at AcuZon
Use of Facebook web page for the company
Twitter usage best practice guidance for the digital
marketing
Expenses made for training the workers about social media
marketing
Integration of the digital marketing channels with the
social media marketing strategies
TOOLS AND TECHNOLOGIES
Email service provider section
Advanced analytics usage
Automation of digital marketing activities

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8. Budget
The budgetary aspects’ management is critical to the success of the business
considering the assessment of its feasibility and check for whether the management of digital
marketing channels could be possible within the allocated budget or not. The budget towards
the digital marketing channels must be set properly so as to ensure that a good amount of
return on the investments for the strategy implemented to facilitate the digital marketing
effectiveness. The budgetary aspects not only include the various costs associated with the
staffing process or on the basis of working hours of the employees, but also the costs of
wages paid to the workers along with the expenses incurred for the traditional marketing
channels at past. Based on the management of costs, it is afterwards checked whether the
return on investments has been higher than the actual costs incurred or not and how much
(Vinerean 2017). This would represent the profitability or loss experienced by the company,
i.e., AcuZon in Bahrain. The digital marketing activities are considered as helpful for the
organisation when the budget is very limited, as it could not only help to reduce the costs, but
would also create greater awareness among people for luring more clients, both new and
existing towards the brand. With the feasibility analysis of the budget, it would be much
easier to invest in other channels and technologies that are considered as the future trends and
could easily impact the target audiences and even the entire industry as a whole (Nair and
Shobana 2018).

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Activities Jan Feb Mar April May June Total
WEBSITE
Auditing the website 4000 2000 6000
Improvement of
search engine
optimisation
2000 400 2400
Domain management
and server hosting
2000 2000
SOCIAL MEDIA
Cost items 500 600 500 400 500 500 3000
Facebook, Twitter,
Instagram
1000 2000 1500 2000 1500 1000 9000
MOBILE
Development of
mobile based website
8000 8000
PAID MEDIA
Adwords 500 500 500 500 500 500 3000
Pay per click content 300 300 300 300 300 500 2000
Advertisements on
social networks
200 200 200 200 200 200 1200
CONTENT
MARKETING

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Imagery of stock
management
200 200 200 200 200 200 1200
Creation of blog and
content
300 300 300 300 300 500 2000
EMAIL
Subscription of the
website of company
300 500 800
OTHER COSTS
Costs of
administration
400 400 400 400 400 400 2400
Fees taken by
agencies
500 500 500 500 500 500 3000
Total 46000
9. Measurement
The measurement has to be done with the help of analysing the key performance
indicators or the metrics that are used to evaluate the progress against the set of goals and
objectives that have been set. The objectives based on the SMART goals, which represent the
fact the KPIs and metrics should be aligned with the digital marketing channels management,
thereby, evaluate progress and efficiency of how well the company has performed in terms of
sales, profit level, website traffic, calls received, conversions and also communication
between the business and its customers. As the company’s digital marketing efforts have been
focused on, so the major key performance indicators or metrics include the web traffic
sources, awareness of brand among the customers, traffic on the website, online rates of
conversion and also checking out the numbers of customers who have visited the website
again for making repeated purchases (Du Plessis 2017). The main categories for the KPIs
include the generation of leads, website traffic metrics, and optimisation of search engine
optimisation or SEO, paid advertising and social media tracking as well. The company could
prioritise on the delivery of real values and benefits to the customers and thus various content
marketing tools and techniques could help to evaluate whether the lead generation techniques

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have paid off the efforts or not and the cost effectiveness of the lead generation channels
could be monitored.
By checking for the new leads that have been acquired every month, it would be easy
to check whether the lead generation has been accurate or not, furthermore, evaluate whether
the marketing efforts have tend to be successful and noteworthy or not. The cost per lead
generated, cost per conversions, retention rate, attribution rate are to be checked so as to
determine the accuracy and effectiveness of the key performance indicator largely too. The
website monitoring is also required, as the website traffic evaluated on a monthly basis along
with the visits per channel as well as new and existing visitors are required to be checked and
focused on too (Truong and Dang 2017).

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The use of Google Analytics would help in checking the monthly traffic while at the
same time, allow for determining the areas where investments are needed to be made for
advertising purposes as well as for optimising the SEO based content largely. This would
grow the organic website traffic and provide important information and data regarding the
blog and website for marketing the products and services much more comprehensively (Key
and Czaplewski 2017). The SEO improvement should also help in developing content and at
the same time, increase the social media traffic, enhance the followership and also facilitate
brand awareness and outreach to the customers. It is an essential way for attracting new
clients and also retain the existing ones, thereby, aim at generating higher revenue and
competitive advantage in business.

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References
Acuzon.com 2020. About us. Available at: http://www.acuzon.com/ [Accessed on 28th Feb
2020]
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Colonius, H. and Diederich, A., 2018. Paradox resolved: Stop signal race model with
negative dependence. Psychological review, 125(6), p.1051.
Dodson, I., 2016. The art of digital marketing: the definitive guide to creating strategic,
targeted, and measurable online campaigns. John Wiley & Sons.
Du Plessis, C., 2017. The role of content marketing in social media content
communities. South African Journal of Information Management, 19(1), pp.1-7.
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Appendices

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Awareness and visits
Reach
Interaction and leads
Act
Sales and profit
Convert
Loyalty and advocacy
Engage

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Initiate
IntegrateIterate
Attract
Convert
Close
Delight

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convenience
Cost
Communication
Customer

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