MKT3033 - E-Marketing Strategy and Social Media Implementation Plan

This report presents an e-marketing strategy and social media implementation plan for Sugar Moo, a Dubai-based dessert company. It addresses key areas such as website design and usability, content and functionality, and methods for measuring digital marketing efforts. The report details strategies for driving traffic to the site through search engine optimization (SEO), including keyword research, on-page optimization, and local listings. It also outlines a communication strategy, focusing on target audience segmentation and tailored messaging, alongside various online promotional strategies such as email marketing, social media engagement, and content marketing. Furthermore, the report includes a customer service, relationship, and loyalty plan, emphasizing excellent customer service and loyalty-generating tactics. The report concludes with a timeline for promotion strategies, aiming to enhance brand awareness, influence customer consideration, and drive action.

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

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

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

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

desserts sold by Sugar Moo. Thus, it is essential to ensure the images on the site are well placed
to create a positive impression among users.
Content, features, and Functionality
Sugar Moo’s site should be customer-centric to ensure it aligns with the needs of its target
audience. The key to this is incorporating relevant content, necessary features, and great
functionality. With regards to content, the site should have web copy providing an overview of
the company, its operations, and its products. The content should be crafted to showcase why the
company is unique, how it serves its customers, and the uniqueness of its desserts. Additionally,
product images should be included to enhance the visual appeal of the site.
For features, the site should include an embedded map, contact form, and live chat. The three
features are essential in enabling customers to communicate with the company. With the map, a
customer can track the location of the company and visit one of its stores. The site should also
have a click-to-order functionality to allow customers make orders online and get deliveries to
their doorstep. This can give the company a competitive advantage over other dessert vendors
offering their products onsite.
Measuring Digital Marketing efforts
To track the success of the company’s digital marketing efforts, it is critical to have several key
metrics in place. These metrics include:
Site Traffic: Number of unique visitors to site
Page Bounce Rate: Number of people leaving a page a few seconds after viewing time
Pages per Session: The average number of pages viewed on the site during a session

Session Duration: The average time spent by a user on the site
3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine
Optimization
Search Engine and Directories
Driving traffic to Sugar Moo’s site requires increased visibility on the web. More eyeballs on the
brand means more visitors to the site. To achieve this, the website has to be listed on the three
major search engines: Google, Bing, and Yahoo. Google is by far the largest search engine that
serves over 80% of the search market (Battelle 2011). As such, it is essential to submit the site to
Google to make it more visible to most of the target audience. Despite Google’s dominance,
Bing and Yahoo cannot be ignored. The two are underdogs in the search market but still account
for a substantial number of internet users. Hence, it is imperative to submit the site to the three
search engines for listing to ensure it has maximum exposure to the target audience.
While search engines are key to reaching most of the target customers, they may not reach
everyone. Some customers tend to use niche-specific directories to find brands that can meet
their needs. As such, it is important to reach Sugar Moo on various relevant websites to further
increase its visibility. The site can be submitted to several local business directories that are
frequented by its customers. Key directories that should be considered include alldubai.ae,
localsearch.ae, and yello.ae. The three are some of the most popular local directories in United
Arab Emirates (UAE) which means listing Sugar Moo there will boost visibility and traffic.
Search Engine Listing Monitoring and Optimization Strategies
To get more visibility and traffic, Sugar Moo’s website has to be optimized to increase its
ranking on search engines. This requires several optimization strategies that include keyword

research, on page optimization, local listings, content writing, and backlink building. Keyword
research is the first step of the optimization process that focuses on identifying the right
keywords to rank for (Jones 2011). Sugar Moo has to determine relevant and competitive
keywords that are used by its target audience. This may involve conducting a thorough customer
analysis to identify the keywords they use as well as the competitiveness of these terms.
Having identified keywords, emphasis can be placed on optimizing the site for users. This
involves making the site friendly to search engines by including the keywords selected in
metadata and image attributes. The website also has to be optimized for the users by reducing the
load time and making it more appealing to users.
Listing the site on various relevant local directories is another key optimization strategy that can
help in improving search rankings. While listing the business, a brief description of the company
including the keywords, company’s physical address, and the website link have to be considered.
Next, customer-oriented content incorporating the keywords have to be curated and posted on the
blog. Quality content that is meaningful to users is a positive signal to search engines and can
help the website to rank higher for particular queries (Bendersky 2011 pp.95). Also, backlinks to
the site from authoritative websites have to be built to boost its domain and page authority (Jain
2013).
While optimizing the site, it is important to track its rankings to determine the success of the
efforts made. The ranking of the site for various keywords can be monitored using search engine
tools. Keyword positions on Google can be tracked using Google Web console which shows the
traffic received and the average position of the site for different keywords. Bing Web console
offers similar features and is integrated with Yahoo which means the rankings of the site for both

search engines can be monitored. The monitoring will be done weekly as changes in rankings
take a while before being reflected.
3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site
Communication Strategy
Mission
To spread brand awareness to our target audience, showcase the uniqueness of our products and
prompt them to take action
Audience Segments
Our target audience is segmented into several groups with different characteristics. These
segments include:
Young adults: This segment is composed of young individuals who are price sensitive and
regularly look at prices before making a purchase.
Middle-aged adults (Professional, Manager, Executive, Businessman): This segment is
comprised of older individuals who look more into the value rather than the price.
Proposition
We provide unique desserts with a different taste tailored to customer’s preferences. Our focus is
to deliver a sweet dessert that is not just different but also delivers an optimal snack experience
for our customers. We also have a wide selection of desserts that customers can chose from.
They are not limited to one taste. They can explore different desserts with varying tastes.
Brand Character

Sugar Moo emphasizes on bringing different concepts to the dessert industry to create a
difference for customers. Instead of using the same methods and concepts leveraged by other
dessert vendors, Sugar Moo goes an extra mile of being innovative to craft a wide selection of
unique desserts that are aligned with customers’ taste.
Key Messages
Audience Segment Message
Young Adults Sugar Moo’s desserts have a great taste and
are well-priced. You can enjoy our desserts at
the lowest price possible.
Middle-aged adults Sugar Moo offers a wide selection of tasteful
desserts.
Online Promotional Strategies
Increasing traffic to the site and storefront is the key goal of Sugar Moo. Achieving this goal is
imperative to continuous sales growth. To accomplish this, several online promotional strategies
will be leveraged to enhance brand awareness, influence consideration, and persuade customers
to take action. Strategies that will be used include email marketing, social media marketing,
content marketing, paid ads, digital public relations, and collaborative marketing.
Content marketing will be prioritized in the marketing process as it is key to building site
authority and reaching more people. It will involve creating articles and guides that have mutual
benefits for the customer and Sugar Moo and posting them on the company’s blog which is an
owned media. The articles will be curated around topics relevant to the company’s operations

and will incorporate various keywords. This content will serve as the keystone for the company’s
marketing strategy.
Content will be marketed to customers through different channels such as social media, video
sites, and paid ads to increase visibility of the site and attract traffic to the site. A content
curation and marketing schedule will be created to guide the marketing efforts. One or two
articles will be created every week and posted on the blog.
Email marketing is another pillar of the company’s online promotional strategy. Emails which
are owned media will be leveraged to reach subscribers (Mullen 2011). Newsletters containing
offers, news updates, or important notifications will be sent weekly. The company may send
coupons, discounts, event updates, links to blog articles, and new videos to the subscribers. This
makes emails an essential marketing and lead generation tool as it will prompt email recipients to
take an action such as visit the company’s blog, landing page, etc. As such, the company can get
more traffic and conversions from its email subscribers. The success of this strategy will be
determined by measuring various metrics which include email opening rate, click-through rate,
and conversion rate. These metrics will define whether the company is getting more value from
its email marketing strategy and provide more insight into what can be done to get better results.
Social Media is a key earned media pivotal to the success of the company’s customer
engagement strategy (Saravanakumar 2012 pp.4444). The company has to establish presence on
various social media sites to position itself in the market. In particular, emphasis should be
placed on Facebook, Instagram, Twitter, and LinkedIn. These four platforms dominate the social
ecosystem and give the company an opportunity to spread awareness, connect with customers,
and get more leads (Stelzner 2014 pp.1). Company pages will be created in these platforms and
customized to align with the brand. Posts will be posted on a daily post to engage with fans and

drive traffic to the site. The posts will include visuals, branded content, or links to articles
recently created. This will be key to increasing traffic to the site and conversion rate.
Digital Public Relations (PR) have replaced traditional PR as one of the best earned media to
reach a large audience. Brand mention on various digital news platforms has become essential to
enhancing brand awareness and visibility (Yaxley 2012 pp.221). As such, it is imperative for
Sugar Moo to partner with local news reporters to send press releases to the public. This strategy
can earn the brand backlinks and earn the company more trust among target customers. The
company will send press releases when it launches new products, has new offers or articles, or
makes changes to its operations. This can be done monthly to keep customers updated and
increase traffic and lead generation.
Additionally, the company will collaborate with bloggers in the food industry to enhance its
reach. This kind of partnership allows for affiliate marketing which is a key paid media for
reaching more customers. With this strategy, bloggers will be given a specific link to the
company’s site. They will write content on their blog and include the link to drive traffic to
Sugar Moo’s site. They can review the company’s products, highlight its articles or, comment on
the brand to convince their readers to check the website. The bloggers will be paid based on the
number of hits from their websites. This marketing strategy will enable the company to get more
exposure and prospects which can be converted into loyal customers (Edelman 2015 pp.1).

Banner ad
Web page wire frame

Copy for e-mail letter
Subject: 20% OFF Friends Sale and More
Are you ready to enjoy an April treat with your friends? Don’t miss out on our exclusive offer.
Get a delicious and finger-licking dessert at 20% Discount. Come with your friends and get more
than just a discount. You and your friends will get a FREE medium-sized dessert and great
discounts on our wide selection of tasty desserts.
Visit our Store to get the ultimate dessert experience.
Companies to Collaborate With
Sugar Moo will collaborate with several companies to elevate its online reach and get more
results from its marketing efforts. The company will partner with companies offering relevant
products and services that boost its marketing strategies. In particular, the company will work
with content curation firms and soft-drinking manufacturers.
Content curation firms are key to the success of the company’s marketing efforts. They can assist
in curating quality and relevant content for Sugar Moo to post on its blog and earn traffic. On the
other hand, soft-drink companies offer a complementary product hence a co-branding partnership
can help in promoting both brands to the market.
3.1d Generating Revenue
Ecommerce will be the major strategy for generating revenue from the site. A range of
ecommerce features will be incorporated on the site to allow customers to order desserts online
and get deliveries. Some of these features include cart, discount code tool, multiple payment
options, and email marketing integration. These features will be leveraged to make the online

purchasing experience seamless. Customers will have an option to pick up their orders at a
pickup station or get them delivered to their location. Delivery will be an added cost to the
customers.
The company will leverage the ecommerce marketing features available to increase online
orders. With the email marketing feature, Sugar Moo will regularly send coupons and offers to
customers to entice them to purchase more. Also, online orders will be tracked and analyzed by a
reporting tool to determine the frequency of purchases, time or season when most sales are made,
and segment customers based on their purchases. This will be key to optimizing user experience
as the insight can be used to tailor the site to the needs of each user.
Besides ecommerce, the site will serve as an important virtual storefront for the company’s
operations. For customers that prefer visiting the store physically, they can learn more about the
company, dessert menus available, and the location of the store. This is imperative to driving
more traffic to the company’s store which implies more sales for Sugar Moo. As such, the site
will enable the company to generate revenue both online and offline.
Section 4: Customer Service, Relationship and Loyalty Plan
Customer service and customer relationship management (CRM) strategy.
Sugar Moo’s customer service and customer relationship management (CRM) strategy focuses
on satisfying customers and improving customer retention rate. The underlying concept of this
strategy is concentrating on the needs of each customer (Kumar 2010). Through customer
service, the company can serve the needs of the customers and go beyond developing products.
This can assist in building trust in the company as well as enhancing customer satisfaction. The
company’s CRM strategy relies on various best practices to improve the relationship between the

company and its customers. Some of these practices include environmental conservation, waste
reduction, and social initiatives. The practices can enable Sugar Moo to build a positive brand
image and strong appeal to its clients.
Strategy for providing excellent customer service
Offering the best customer service is Sugar Moo’s goal. This can be achieved by empowering the
staff and being responsive to the needs of clients. Training staff will be key to helping them
understand how they should talk and interact with customers. Such kind of training gives the
employees essential tools for providing good customer service (Dhar 2015 pp.419). Listening to
clients will also be prioritized to understand their needs and what they want. This can enable the
company to gain insight that can be used to help customers resolve an issue, learn more about
products sold, etc.
Strategy for generating customer loyalty
A loyal customer base implies consistent revenue with minimal acquisition rates. Sugar Woo can
only build a large customer base by enticing them to purchase more. This can be achieved by
building a loyalty program which gives customers points for every purchase they make. This
program is an effective way of engaging customers, forging a relationship, and encouraging
repeat purchases (Ou 2011 pp.114). Also, the company can remember customers on special
occasions such as birthdays or national holidays by sending them attractive cards. This can help
the brand enhance customer engagement and build a long-lasting relationship with its clients
(Ashley 2011 pp.749).

Section 5: Time Line for Promotion Strategies
Strategy Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Content
Marketing
Social
Media
Marketing
Email
Marketing
Digital PR
Content marketing will be the first promotional strategy to be implemented. It will incorporate
creating content relevant to the brand such as promotional videos, how-to articles, and guides.
The company has to craft this content before proceeding with the other marketing strategies to
ensure there is information on the site to engage customers. These will also be key to building
visibility of the site on search engines.
With content in place, Sugar Moo will promote it via email and social media to get traffic to site.
Email newsletters will be sent four times every month while on social media, posts will be
created every day throughout the year. These strategies will leverage both promotional and non-
promotional content to achieve business objectives set. Digital PR will be conducted within a
space of two months and will mainly focus on informing the public about changes that have
occurred such as new products released.

The Future
With the growth of virtual reality in the gaming industry, the web industry is preparing for
disruption. Virtual reality presents users a new way of browsing websites and interacting with
others via web. Emergence of 360 degrees videos and images is also redefining user experience.
As such, it is imperative to consider how these technologies can be incorporated into Sugar
Moo’s website in the future. As virtual reality evolves, the company may need to adopt it to
enable users to view and purchase their products via VR headset. This will offer a seamless
ecommerce experience that can skyrocket the company’s sales. Also, the company should also
embed 360 degrees videos and images into the website to give users a better insight into the
company as well as optimize user experience.
Sugar Moo has a goal to expand throughout the country in the next few years. This can be
achieved by enhancing brand awareness, edging out competitors in the industry, and positioning
the company as the leading dessert vendor in the country. The roadmap to this goal entails
continuously promoting the company to increase its customer base and generate more revenue.
More capital and a growing customer base will give the brand a leverage to start operations in
other regions. Within the next five years, the company should have at least 20 stores in different
cities in the country.

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