Middlesex University MKT3033 E-marketing Individual Report

This individual report presents a comprehensive e-marketing strategy, focusing on the implementation plan for a website. The report begins by addressing design and usability factors, including accessibility, clarity, learnability, credibility, and relevancy. It then delves into measuring website effectiveness through search engine ranking, traffic growth, and visitor engagement. The core of the report covers strategies for driving traffic, including search engine optimization (SEO) techniques, with a focus on Google, Bing, and Yahoo, as well as directory listings. The report provides an integrated communications strategy model and details promotional strategies using social media and other methods. Finally, it outlines a customer service, relationship, and loyalty plan, including a customer relationship management (CRM) strategy and methods for enhancing customer service and loyalty, along with a timeline for promotion strategies and a glimpse into future plans.

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Individual Report
Name
Course
Date

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Table of Contents
Section 3: Implementation Plan.................................................................................................3
3.1a Design and Usability Factors.........................................................................................3
Home Page Wireframe.......................................................................................................4
Measuring Website Effectiveness......................................................................................5
3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine
Optimisation...........................................................................................................................5
Search Engine Listing Monitoring and Optimization Strategies.......................................6
3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site................7
Integrated Communications Strategy Model.....................................................................7
Promotional Strategies.......................................................................................................8
Banner ad.........................................................................................................................10
Wireframe for Email Sign-Up..........................................................................................10
3.1d Generating Revenue.....................................................................................................11
Section 4: Customer Service, Relationship and Loyalty Plan..................................................11
Customer Relationship Management (CRM) Strategy........................................................11
Strategy for Providing Excellent Customer Service............................................................12
Strategy for Generating Customer Loyalty..........................................................................12
Section 5: Time Line for Promotion Strategies........................................................................12
Section 6: The future................................................................................................................13
Conclusion................................................................................................................................13
List of References....................................................................................................................14

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Section 3: Implementation Plan
3.1a Design and Usability Factors
Usability and design have turned into a commodity. For the past couple of years, people have
settled to particular web design standards. To make a permanent impact to the visitors,
experiences that surpasses those of a usable and plain website should be developed (Kim and
Christiaans, 2016). The following are some of the key issues that must be considered to
optimize the usability and design of the website:
Accessibility and availability
Accessibility and availability are the basic yet very important aspects of usability. If visitors
are unable to assess the website, then the website becomes useless. The basics of accessibility
and availability include:
 Server uptime: it is essential to make sure that visitors do not experience error while
loading the site.
 Broken links: confirm that dead links are eliminated on the site
 Mobile responsiveness: ensure the site can manage slow connections and various
screen sizes.
Clarity
People visits a site with particular objectives in mind. It is therefore our responsibility to
assist them achieve these objectives as fast as possible. A usable and clear design can be
acquired through simplicity, consistency, direct feedback, familiarity, guidance and good
architecture of information.
Learnability
Intuitive interfaces should be designed. These are interfaces that do not need instructions or a
tiring process of analysis to examine them. Something simple should be created or use what
visitors are familiar with. People have gotten used with many concepts of designs used on the
site. By utilizing such concepts constantly, expectations of the visitors are met.
Credibility
People should be able to trust the company. It is essential that visitors believe that a company
is real and is managed by real people. About Us page should be clear and should include
contact information and perhaps a physical address. Besides, the company’s content should
be precise and authentic. Mistakes such as misspellings and wrong grammar should be
avoided. In addition, the company should be brave about their expertise by showing work

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experiences, third party testimonials, or the number of followers in social media to gain trust
with the visitors.
Relevancy
It is important to understand visitors and why they come to one’s site. Begin by determining
who the visitors are. Secondly, identify their objectives while visiting the site. Lastly, identify
visitor’s scenarios that show which circumstances that lead them to the site to look for what
type of information.
Design and usability of a website requires a constant approach of continuous refining and
testing and a comprehensive user research. Good design and usability rely on whether the
website is clear, learnable, available, relevant and credible to the users using it.
Home Page Wireframe

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Figure 1: Home page Wireframe (Source: Author)
Measuring Website Effectiveness
The following are some of the indicators that shows how well the company website is
operating (Branaghan, 2017):
Search Engine Ranking
This is a guide of the credibility and visibility of the company. To evaluate the company’s
ranking, carry out a Google search for different keywords connected to the company and
location (Turner, 2010). Check whether the website appears on the first page, which searches
prompt search engines to display the website and whether website pages rank differently
(Plaza, 2011).
Growth of Website Traffic
Website traffic alone cannot demonstrate the success of the website. Rather, the improvement
in website traffic is required. To understand the trends of website traffic, an analytics
platform such as Google Analytics should be used (Tahir and Mushtaq, 2015).
Visitor Involvement
User’s behavior assists in understanding how efficient the website is at meeting visitors needs
and engaging them. Check whether visitors leave the website after examining one page or
whether they are convinced to view other website pages (Franco et al., 2017).
3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine
Optimisation
The following are some of the search engines and directories that should be considered in
driving traffic to the site (Goodman, 2010):
Search Engines
Google
Google is the leading search engine. It has evolved very fast and is identifiable with the word
search. Google has maintained its strength by successfully offering the outcome people are
seeking in a way those researchers are comfortable with or enjoy not to change to another
provider. Google constantly adjust their search process per month and change results layout
to check for enhanced visitor experience. Google has a large market share globally and
trillions of searches per year. It has a great return on investment (ROI) and diverse
demographics (Keinath, 2016). It has great advertising and targeting networks such as
Display, Search and YouTube.

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Bing
Bing is another search engine that should be considered in driving traffic to the site. The
people that uses Bing per month are approximately 145 million, offering enough opportunity
for advertisers to meet their expected target market. Bings permits companies to get hold of
66 million people across all verticals and industries. In addition, Bing has fewer rivals as
compared to Google. Therefore, its cost is dramatically cheap. Cheaper clicks result to
acquisition of new users, hence a better ROI.
Yahoo
Yahoo is among the top three search engines. One way of driving traffic to the site is through
Yahoo! Answers. Yahoo! Answers permits common users to ask questions. These questions
are answered by experienced readers or experts. The user can rank the answers, and the
answer considered best appears first in the roster. This important section of Yahoo should not
be ignored by website owners since they can be used to attract new visitors. Millions of
people visit Yahoo! Answers to share their skills and ask for assistance. Those who take part
in that forum can grow and earn points.
Directories
Yahoo
There are various advantages of using Yahoo! Directory. First, the website gets exposed to
new potential clients. The Yahoo! Directory is among the largest directories and can assist in
driving traffic to the website. Secondly, the web pages of the company can be added in the
Yahoo! Search and perhaps rated better in the results of web crawler.
BOTW
BOTW (Best Of The Web) should be used to drive traffic to the website because comprises
of permanent listing
DMOZ
DMOZ has approximately 5.2 million URLs. It takes around 10 minutes to get a listing,
which is worthwhile and does not charge to submit.
Search Engine Listing Monitoring and Optimization Strategies
There exists several SEO optimization and monitoring strategies (Gudivada, Rao and Paris,
2015). They include:
First, it is important to establish the baseline metrics. This strategy operates on the general
idea that one has to know the current SEO status in order to determined the goals to be

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achieved through monitoring and optimization. Therefore, it is necessary to develop some of
the essential baseline metrics before beginning to improve your SEO. Examples of baseline
metrics include keyword ranking and performance, organic search traffic, the rate of
conversion from organic search, the particular terms that attract traffic, and inbound links
(Gudivada, Rao and Paris, 2015). The second strategy is prioritizing keywords based on the
rate of conversion and traffic. This strategy requires that one looks for closed-loop analytics
to help in determining the keywords that have achieved most qualified traffic which that led
to customers and more leads. Thirdly, one need to adjust the SEO approaches and contents
accordingly to meet the desired requirements. It is critical to ensure that the SEO strategy and
content strategy are tied inextricably (Malecki, 2011). Besides, one has to be agile with the
content strategy. Fourth, it is necessary to aim at achieving the right balance of keywords.
With this strategy, it is more difficult to rank terms with difficulty in rating. As a result, it is
ideal to develop more inbound links to get to the top in the SERPs. Finally, monitor your
metrics continuously to make sure that you don’t slip to a competitor in the SERPs. Keep a
stable stream of content that revolves around essential key phrases and words and improve
your content creation strategies if you realize your listing has begun to slip (Kritzinger and
Weideman, 2013).
3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site
Integrated Communications Strategy Model
Having an effective communication strategy will go a long way in achieving the objectives of
the business. The communication strategy or model adopted for the company is the integrated
communication strategy model (ICS) which is aimed at realizing a more enduring and
stronger future relationships by resisting smaller yet immediate connection (Key and
Czaplewski, 2017). Marketing cannot be won by just one move, just like in a game of chase,
one needs to have several strategies and techniques to contribute to business success. The
following are the steps that the company employed in marketing:
Determine potential limitations and marketing goals: it is important to identify the marketing
funnel that you plan to improve and determine the resources needed. Also, specify the
objectives of the marketing campaign, is it an awareness or loyalty campaign? Exactly know
what you anticipate at the end of the marketing campaign (Key and Czaplewski, 2017).
Define the target customer segment: it is necessary that whenever you planning on carrying
out a marketing campaign, define your target audience. Having a wider market share is way

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better that pieces and bits. Desire to target the audience who ate receptive, accessible, and
willing to buy (profitable). This can be realized by thinking strategically, utilizing customer
insights identified during the research process, and employing an approach that is data-
driven.
Identify your competitive edge and understand your competition: it is important to know who
your competitors are by carrying out a SWOT analysis. Perform an evaluation on your
strengths, weaknesses, opportunities, and threats from your target audience perspective
(Sukhari and de Villiers, 2018). It is essential to know that good competitive approach has
high entry barriers. That is, you are in a better position of the strategy is hard to duplicate.
The ultimate technique in marketing is creativity. Basically, brainstorm on the different
strategies using informed contributing aspects. In marketing, there are no bad ideas, as it is
categorized based on effectiveness. Be flexible and willing to take risks in implementing new
ideas. The willingness to try out new strategies will hasten the process of identifying your
“big idea”.
Finally, communicate your ideas and strategies. Find the most effective medium to share your
idea while keeping the original message. Ideally, this seeks to identify how the company will
communicate the same message to Instagram or Facebook followers.
Promotional Strategies
Today, several promotional strategies have been identified (Bhosale, 2011). However, the
company will adopt the following three strategies that have proven to guarantee success.
Using social media: social media is one of the best direct marketing promotional strategy.
They include platforms like Twitter, Instagram, Facebook, LinkedIn, Google+ among other
which have more that one million visitors on a daily basis. This is the cheapest but most
effective promotional strategy. Social media provides a platform for the business to connect
with a wide pool of potential consumers. Ensure that you maintain the business image on
social media as this is the ideal factor that potential customer see. Come up with content that
will attract and inform your customers; this includes telling them about the company and the
products that you intend to sell to them, and why they should choose you (Bhosale, 2011).
The company will make two to three posts every day reminding the customers about the
exciting offers and products that the company has.
E-mail marketing: e-mail marketing one of the popular promotional strategies. It is important
to realize that what has sustained the business is the regular customers who buy our products.

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After getting the customers to engage fully in the company products, have a strategy that you
will use to engage with them. E-mail is the most preferred platform as it allows creation of
personalized message and sharing them with the customers and giving them a chance to
express their opinions on the products and services they receive from the company. never
overlook on any customer that comes to your business because they already made the
decision that they will buy from you, so don’t disappoint them. The best approach is to take is
to engage them using email to get as much information as you can. The company will be
sending personalized and targeted emails to the customers reminding them of how they are
special to the company and how they are valued. Also, the email message should also provide
information on the new products and offers available for them. An example of an email
message is shown below:
Figure 2: Email Message (Source: Author)
Another effective strategy is bonus and product give away. This is a very popular
promotional strategy that have proven to deliver results and guarantee business success. The
company will employ this strategy by giving the customers sample products for theme to try
out. Also, you can give bonuses to customers on their first purchases.

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Some of the companies that the business may collaborate with include:
Google and Microsoft: collaboration with these companies is very essential as they will
provide the IT infrastructure including cloud storage and security.
Banner ad
Figure 3: Banner Ad (Source: Chhabra, 2018)
Wireframe for Email Sign-Up

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Figure 4: Wireframe for Email Sign-up (Source: Author)
3.1d Generating Revenue
There are several ways that the company can use the website to generate revenue. However,
the company will employ three primary ways including ecommerce, affiliate marketing, and
advertising (Duh et al., 2012).
E-commerce-this is the primary source of revenue that the company will use by selling the
various products on the website. The company posts the various products and allow
customers to buy them online.
Affiliate Marketing- the company will also receive some revenue when merchants pay
referral fees for linking their products on the website.
Advertising- This is another way that the company can make money by advertising other
products from other companies. The companies pay for display their products on the website.
Section 4: Customer Service, Relationship and Loyalty Plan
Customer Relationship Management (CRM) Strategy
CRM strategy is a model aimed at managing the interactions between the customers and the
business (both active and potential customers) (Stone, 2010). To implement this strategy, the
business will deploy a CRM system they will the business to improve profitability and
streamline process through customer engagement as the system enable deeper connection
with service users, customers, partners, suppliers, and colleagues (Woodcock, Green and

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Starkey, 2011). Establishing good relationships with customers will go along way in
promoting customer loyalty.
Strategy for Providing Excellent Customer Service
There exist several strategies that the company can adopt in ensuring the customer receive
excellent services. The company will adopt the following strategies (Chhabra, 2018):
 Know your product well- one needs to have sufficient information regarding the
products they sell.
 Be courteous and friendly, say thank you
 Training of the employees
 Show respect
 Listen to customers opinions and be responsive
 Ask for feedback from customer and analyze them to get better insights on what the
customer want (Davenport and Veach, 2012).
Strategy for Generating Customer Loyalty
It is important to build and maintain customer loyalty so as to keep the customers. Some of
the ways that the company will employ to generate customer loyalty include (Sohail, 2012):
 Provide customers with valuable and relevant content
 Interact with customers
 Constantly give discounts and rewards
 Regularly update customers on the different products and services through the
different medium
Section 5: Time Line for Promotion Strategies
Figure 5: Time Line for Promotion Strategies (Bhosale, 2011)

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Section 6: The future
As technology continues to evolve, the company will also try to keep up and implement new
technologies. Some of the technologies that the company may deploy on the website include
artificial intelligence where there will be an AI tool to assist the customers select the best
product out of the different choices they have (Hajibayova, 2017). Also, the company will
integrate 3D technology where customers can be able to look at the products in 3D before
making the decision to purchase them. After five years, the company seeks to be one of the
leading ecommerce business across the world. This can be achieved with the correct
marketing strategies and excellent customer service, both pre- and post-sales services.
Conclusion
Ecommerce is quickly gaining ground in several parts of the world. Additionally, the
dynamic nature of customer preferences has led to the need to have an ecommerce website so
as to use the analytics from customer interaction with the website and provide them with
excellent services. Ecommerce is the future of business so to say.

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List of References
Bhosale, D. (2011). Promotional Strategies for International Markets. Indian Journal of
Applied Research, 1(7), pp.29-30.
Branaghan, R. (2017). Book Review: Usability Assessment: How to Measure the Usability of
Products, Services, and Systems. Ergonomics in Design: The Quarterly of Human Factors
Applications, 25(3), pp.29-30.
Chhabra, G. (2018). Satisfying Service Customer through a Strong Service Strategy. IRA-
International Journal of Management & Social Sciences (ISSN 2455-2267), 12(2), p.25.
Davenport, S. and Veach, C. (2012). Providing Excellent Customer Service Beyond
Performing Venipunctures. American Journal of Clinical Pathology, 138(suppl 2), pp.A335-
A335.
Duh, F., Hu, L., Shang, J. and Chow, T. (2012). Online revenue enhancement: a study of
website design impact on customer trust. International Journal of Revenue Management,
1(3), p.293.
Franco, R., Alawadhi, B., Fallaize, R., Lovegrove, J. and Hwang, F. (2017). A Web-Based
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Goodman, J. (2010). Strategies for driving traffic to your site. Interactive Marketing, 2(2),
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Gudivada, V., Rao, D. and Paris, J. (2015). Understanding Search-Engine
Optimization. Computer, 48(10), pp.43-52.
Hajibayova, L. (2017). CONNECTING SOCIAL MEDIA TO ECOMMERCE USING
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Keinath, A. (2016). Search engine marketing, inc: driving search traffic to your company's
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Key, T. and Czaplewski, A. (2017). Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons, 60(3), pp.325-333.

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Kim, C. and Christiaans, H. (2016). The role of design properties and demographic factors in
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Sukhari, A. and de Villiers, C. (2018). The Influence of Integrated Reporting on Business
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Woodcock, N., Green, A. and Starkey, M. (2011). Social CRM as a business
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