ASSESSMENT ACTIVITY: E-MARKETING STRATEGY/PLAN
INSTRUCTIONS:
You are required to produce an E- Marketing Plan/Strategy for a Small Business, product or service of your choice. Types of business and product/services that you may wish to choose may include (but not limited to):
- An online clothing store or departmental store
- An online sports bet company
- A food delivery company
- An online grocery store
- A deals website (similar to ozbargain)
- A small electronics company (manufactures electronic accessories)
- An online printing and publishing company
- A bookstore
- A web hosting & domain selling company
- A cloud service provider
However, the scope and choice of the business, product or service is not limited to the list above and you may wish to use a business, product or service at your discretion.
You do not require any information from this business to undertake this assessment as it is your delegated task to research and provide and implement an E- Marketing Plan/Strategy for the business, product or service based on the assumptions you have made during your research. Using the e-Marketing template & the structure as provided below, develop a full version of the E-Marketing Plan/Strategy.
- E-MARKETING PLAN STRUCTURE
- Executive Summary
- Introduction
- Situational Analysis
- SWOT Analysis
- Issues Identified
- The e-Marketing Schedule - Gantt Chart or Timeline for the e-Marketing Plan
- The e-Marketing Strategies & Action Plan
- product strategies
- price strategies
- promotion strategies
- distribution strategies
- Costing and Budget
- Technical Issues
- website content & searchability
- Customer registration & logging security (for customers and staff)
- Coupon codes, rewards for old clients, discounts
- multimedia
- autoresponders
- order forms and feedback forms
- access levels to online resources
- credit card transactions
- website hosting
- website publishing
- technical staff (size, requirements)
- Monitoring Strategy
- e-Marketing Evaluation methods
- Appendix
- Bibliography & References
GENERIC GUIDELINES FOR REPORTING
Include any Supplementary Documents utilized
All sources are referenced consistently and comprehensively using the recommended referencing system as prescribed in the subject description/outline.
Use of language is appropriate to academic writing, the industry context, Marketing themes and principles and the assessment criteria
The responses are succinctly and clearly written or presented in English
Overall presentation is professional including spell and grammar checked judicious use of headings, font size, layout etc.
EXECUTIVE SUMMARY
Provide an executive summary of at least 300 words. The summary should include:
Overview of the organisation
The product or service you decided to prepare an e-marketing plan for
The target market of the product or service
Key objectives of your e-marketing plan
INTRODUCTION
Your introduction should include:
Mission, Vision and objectives of the organisation in regard to the product or service
The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
What the ‘Return on investment' will be? This may include increased customer spend, greater brand awareness, an increase in visits and online registrations, etc. How you quantify and measure the success of your plan will depend on your business and marketing objectives. This will differ from business to business.
Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
Make sure that your objectives reflect exactly what you will be measured on (KPI's).
Summary of strategies and tactics to be used - Once your objectives have been defined, you need to provide a top level summary of your Strategy - outlining how you are going to use digital marketing to meet them. The strategy should summarise the ‘bigger picture' without yet going into the detail. It should explain the concept behind the tactics, providing a general overview of the techniques to be used.
A brief summary of the marketing environment for this product or service
Projected outcomes and ‘return on investment'. Details can be included in budget or costing section.
Mission, Objectives:
SITUATION ANALYSIS
The situation analysis needs to set the context for the plan. It should include an analysis of the micro (internal) and macro (external) environment. Address each of the following:
Digital specific SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) or PESTLE analysis
Summary of the key issues that have emerged
Where possible use qualitative and quantitative data to support your analysis
Use images, charts and graphs to illustrate your findings
E-MARKETING SCHEDULE
Your e-Marketing schedule should include a timeline or Gantt chart to explain the activities of your plan to be completed within a specific timeframe (e.g. 10 weeks). Put a X sign in the specific grid(s) that relates to your activity.
THE E-MARKETING STRATEGIES & ACTION PLAN
The Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps. Also address how each of the following strategies will comply with the Australian e-Marketing Code of Practice.
BUDGET & COSTING FOR THE E-MARKETING PLAN
This section of the plan will outline your budget & costing. This is best presented as a single spreadsheet or table with tactics broken down by awareness, acquisition and conversion. Provide specific detail on the following:
Your total cost breakdown (overall spend across tactics)
Weekly phasing of budget spend across all tactics
Any financial KPI's and milestones that need to be reached
Phased return on investment across tactics
A summary on the estimated financial benefits from this e-Marketing Plan
For the last bullet point you need to estimate projected channel outcomes. This will include estimates on how much traffic will be generated from each tactic and the number of prospects that will likely go onto convert. In addition a ‘Sales and profit' analysis can be used to help you quantify the net profit that your e-Marketing plan will generate. Strategies and Action Plan section should address the electronic marketing strategies of your product or service based on the 4Ps.
E-MARKETING TECHNICAL ISSUES
This section should clarify the technicalities of your e-marketing plan. The section should include the following (add more issues if required):
website content & search ability
Customer registration & logging security (for customers and staff)
Coupon codes, rewards for old clients, discounts
multimedia
auto responders
order forms and feedback forms
access levels to online resources
credit card transactions
website hosting
website publishing
technical staff (size, requirements)
THE E-MARKETING MONITORING STRATEGY & EVALUATION METHODS
The final part of plan should explain and describe how you will monitor the e-Marketing plan when it is activated. You will also have to describe the methods you will use to measure the success or failure of your e-marketing plan for the product or the service.
Attachment:- Marketing.rar