Essay, E-commerce
E-Marketing Plan
Project description
You are an entrepreneur and want to run an online business. You have
managed to find a few investors who are interested to go through your
e-marketing plan before they finalize anything. Make a video presentation
for your investors that cover all the aspects given below.
Deliverables:
You will be required to upload the following on My Page:
– Video link of your presentation
– Survey questionnaires
– Written script/presentation of your video that will include the marketing plan outline for AC 4.1 and relevant research work carried out for remaining AC’s
– PPC Landing Page (One page website)
Best of luck! ?
Criteria Reference To achieve the criteria the evidence must show that the student is able to: Checklist – tick once completed
AC3.1 Conduct secondary market research
AC3.2 Design an online survey
AC3.3 Demonstrate the use of electronic customer relationship marketing
AC4.1 Produce an outline internet marketing plan
AC4.2 Create a presentation on pay per click advertising
Higher Grade achievements (where applicable)
Grade descriptor
Achieved?
(tick)
Grade descriptor
Checklist – tick once completed
M1 Identify and apply strategies to find appropriate solutions D1 Use critical reflection to evaluate own work and justify valid conclusions
M2 Select / design and apply appropriate methods / techniques D2 Take responsibility for managing and organising activities
M3 Present and communicate appropriate findings D3 Demonstrate convergent /lateral / creative thinking
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Referencing Requirements:
LO3 Be able to produce market research to support customer relationship management
LO4 Be able to design an internet marketing plan
3.1 Conduct secondary market research
Conduct secondary research using various online resources for a detailed market study. Your research could be on current trends, buying habits, preferences, competitors or any other area that is related.
Consider the following:
Market research: secondary research data e.g. published surveys and reports, online research communities; Google insights and trends; blogs; government information e.g. census; types of research e.g. researching customer needs; types of information required e.g. quantitative data or qualitative data; primary market research methods e.g. online surveys; open and closed questions; focus groups; listening labs
Steps in online market research: establish the project goals e.g. secondary research – background to a business problem, primary research – new product for existing customers; determine your sample; choose research methodology e.g. survey sent via email or advertised online;
3.2 Design an online survey
You want to adopt a customer centric approach and hence will design an online survey to find customer preferences. Using www.surveymonkey.com, design an online questionnaire for your customers.
Remember this is primary research that supports your secondary research so this gives you the opportunity to ask any questions which you may not have found through secondary research. For example, where do they shop from: home or work?
Consider the following:
create your questionnaire e.g. www.surveymonkey.com; pre-test the questionnaire; conduct interviews; enter data; analyse data; produce the reports
3.3 Demonstrate the use of electronic customer relationship marketing
Providing customers with a good experience however and whenever they choose to contact you is a key part of managing relationships with them. Show how you will identify, attract and increase retention of profitable customers via CRM.
Consider the following:
Relationship marketing: benefits of relationship marketing e.g. loyalty, lower costs, easier targeting; electronic customer relationship marketing (eCRM); operational CRM; analytical CRM and data mining e.g. Amazon past purchase suggestions – collaborative filtering; web analytics; conversion optimisation; segmenting customers e.g. by value, by loyalty; eCRM technology e.g. SalesForce software; implementing eCRM e.g. attracting new and existing customers, incentivising customers, embrace, capturing information; collaborative CRM; maintaining dialogue online and offline; vendor relationship management VRM
Security and trust issues: ‘permission marketing’; value of orders; lead times; payment authorised in advance; consumer trust; transaction security e.g. data, financial details; UK Data Protection Act
LO4 Be able to design an internet marketing plan
4.1 Produce an outline internet marketing plan
Suggest an outline for an e-marketing plan for your business. Make sure you use recognised structure and content so that it looks professional and includes all the required evidence.
Consider the following:
The internet marketing plan: situational analysis, key performance indicators in internet marketing e.g. click through rates, churn rates, sessions; SWOT e.g. examination of business strengths e.g., customer data, weaknesses, opportunities e.g. opt in email campaigns, threats; environmental analysis; competitors analysis; channel analysis e.g. texting; set objectives; target markets e.g. segmenting by channel; decide media e.g. pay per click; control; feedback
4.2 Create a presentation on pay per click advertising.
Create an online PPC campaign along with a landing page that will attract customers and lead to your website. You can create your landing page via Publisher or free online websites such as Wix.com or moonfruit.com
Consider the following:
Creating an online pay per click campaign: preplanning e.g. online and offline analysis of the business (as above); customer demographics; the industry and competitors; goal definition e.g. branding campaigns; set budget, Cost Per Action (CPA) and targets; keyword research; copywriting; bidding; measure; analysing; testing; optimising
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