IT CSS150-E BUSINESS PLAN-Data-Driven Web Analytics

TITLE/COURSE: E BUSINESS PLAN. Data-Driven Web Analytics
James Larkin
7-26-17 TABLE OF CONTENT Table of Contents
ENTERPRISE MARKETING MANAGEMENT PLAN
INTRODUCTION3
OFFLINE MARKETING METHODS3
ONLINE MARKETING METHODS 3
PHASE TWO; KEY PLAN DRIVEN PLAN4
KPI PLAN6
REFERENCE7 Enterprise Marketing Management Plan
The company’s marketing strategy is the fundamental strategy of business development;
it determines the vector of product promotion, maximizes revenue and profits in the long run. A
strategy also provides a marketing plan of actions aimed at strengthening position of product in
the industry, reducing the possible risks and threats from competitors and maximizing profits. In
this assignment, it was decided to create a marketing management plan for Pepper LLC, a
boutique selling original clothing by young designers. 1 The store was opened in December 2011, and was located on the ground floor of a small
shopping mall. Within the 6 years, Pepper LLC. has opened a chain of boutiques in different
parts of the city, and plans on attracting new customers. The main target audience of the store are
young people, who are looking for new fashion brands and are open for fresh ideas. Some
collections are brought directly from the stage, so they are more expensive. During the first year
of its existence, Pepper LLC had opened a gallery arcade with a new department, oriented on
other types of customers; clothes in the new division were more classy and affordable. By this
move, the company managed to expand the range of potential customer in one store, but it had to
invest more in local advertising.
Pepper pays a lot of attention to developing its publicity and building community. By
organizing local events and promoting young designers, the store gets social approval from
vendors and resellers. The list of designers whose collections are sold in the store changes all the
time and updated with new names. Pepper has a list of loyal customers, who are notified about
new collections in the first place, and trust recommendations from the consultants. By opening
an online store, a company managed to expand the geography of its services, and to use content
marketing as a key element of sales. To obtain information about their potential customers, the
company orders a special market studies, which allows to better understand the desires and
preferences of the target audience, and narrows the list of possible marketing tools.
A well-developed marketing strategy is evaluated as a key of successful strategic
planning process of the enterprise, and is a necessary element for productive performance. One
of the most important tasks for marketing campaign for any company is in establishing and
maintenance friendly relations with community. This step is important as it assures significant
advantages in market competition, and simplifies the release of competitive product to cover the 2 needs of potential customers. One of the main differences between offline promotion of online
advertising is in its costs. Usually offline marketing is more expensive, and requires approves
and complete immersion in the process of developing the plan before its implementation.
Because of local geographic, the chosen company is spending a huge part of the investments on
offline promotion.
One of the most effective element of Pepper’s advertisement is outdoor advertising. The
company is currently using sidewalk signs, signage and displays located near the promoted
place, and branding design in public transportation. Outdoor advertising is the most costly and
difficult to evaluate due to the large number of factors that affect the behavior of potential
customers. Also, advertising in public transportation allows to improve publicity and increase
brand recognition. The most important stage of any advertising campaign is to evaluate its
effectiveness, and in offline marketing, make it often not as easy as it seems.
One more instrument that the company is using now is advertising on local radio. It’s also
one of the most expensive ways of promotion, but it provides a high effectiveness comparatively
to outdoors advertising. Promo campaigns on radio are usually scheduled during high sales or
before important events, as directs customers flow to the necessary location. To prepare an add,
the company was spending a lot of resources to consider broadcasting time, the frequency of ad
repetition, the duration of the message etc. Also, a lot of attention was payed to prepare the
scenarios for future messages that will be compiled, as the text and depends on the number of
attracted users.
To improve the reduce costs and increase retention, it was decided to include online
marketing methods to marketing strategy. 3 Contingent upon the group needs and the quantity of the computerized advertising
methodologies that a library chooses to actualize, the effect on administrations may shift. In a
few situations, computerized advertising may empower the library to assume a part in a totally
new field, for instance computerized grant, in this manner growing library benefit impressively.
Advanced showcasing may likewise influence how curators approach existing administrations,
for instance perceiving the significance of consolidating appraisal and input into the arrangement
of administration (Hicks, 2013).
While choosing the right instrument, it’s necessary to understand what the target audience
will be attracted by online advertising, and whether it corresponds the initial marketing strategy.
First, it’s important to focus on the most effective media channels and how to use them. Since
there are a lot similar brand in the region, it’s harder to differentiate. Moreover, users pay
attention not only to the products, but to the website usability, online reputation, professional
technical support, delivery time and other factors. As a last thought about the sections
themselves, it’s impossible that a specific fragment will be better than others on every one of the
criteria being referred to. That is, choosing portions includes a blended picture, and there is no
regular metric that would allow you to make examinations crosswise over criteria. This makes
the choice of target portions a craftsmanship as much as a science. You should, be that as it may,
consider both the size and significance of contrasts between fragments on every basis when
making general assessments of portion appeal (Lynn, 2011).
Online branding for Pepper is not restricted by external factors (physical, geographical or
racial), so it’s possible to develop offline reputation online. To do so, it’s recommended to choose
reputational and content instruments. For example, social media offer a variety of promotional
techniques that contribute to wide audience coverage, including include social networks, forums, 4 photo sharing platforms etc. There are no limits that can limit the information performance of the
product. In addition, a big advantage of the advertising tools in social networks is that you can
"reach out" to your target audience; the growth of your sales will largely depends on how well
you communicate with your customers using social media. As mentioned by Yasmin, “social
media marketing is one of the most important digital marketing channels. It is a computer-based
tool that allows people to create, exchange ideas, information and pictures about the company’s
product or services” (Yasmin, Tasneem and Fatema, 2015).
To implement a successful integration of online and offline marketing instruments, it’s
important to entails the rational use of advertising budget. For example, the achievement of
direct contact in the daily press is still significantly cheaper than TV or radio. Besides, studies
show that adding a publication in a media plan by at least 30% increase the effectiveness of
advertising campaigns. And read the newspaper first and foremost active, working, paying the
people that the spread in busy places provides the most extensive access to the target audience.
To synchronize online and offline marketing, it’s also better to avoid so-called
"advertising blindness", the moment when users do not pay attention to hackneyed "great offers",
"promotions" and "discounts" that annoying impose products and services. Therefore, effective
and efficient can only be an advertising campaign with a carefully conceived strategy that can
captivate the consumer, not to push him away. In general, the main source of stable sales —
seasonal or timed to a specific event advertising campaign offline, and permanent supportive
print, internet advertising. The print option will work on creating and maintaining a positive
brand image, but the online channel will ensure sales growth and smooth flow of customers. 5 ENTERPRISE MARKETING MANAGEMENT PLAN
INTRODUCTION
Pepper LLC Company is a small rising business in the United States. This small business
offers products such as shoes, clothes, handbags and bags, and make up and any other form of
beauty requirement. It has never tried online marketing and mainly focuses on advertising there
products through media, magazines and posters all over the town. It’s a small business that aims
to attract a lot of people all over the world therefore the reason to introduce online marketing to
them. By using online marketing, the business will have a global market to advertise their goods
and also large scale of consumers all over the world in need of their products.
OFFLINE MARKETING METHODS
Some of the offline marketing methods that the business uses includes the following: Local
media advertising, here the business advertises its products in national media such as the
television, radio and the newspapers/magazines. This method of marketing does reach a lot of
people but the rise of digital media has made it impossible to be seen by all. People tend to
concentrate on the internet and therefore reduced attention to the newspaper, magazines,
television and radio thus low chances of the advert reaching many people becomes reduced.
Therefore the business may not be able to reach the target audience. Cold calling here by this
6 business goes to its older customers and talk about their products and services. This strategy
makes ones product visible to only those who are interested in the product and cuts out
unnecessary attention from the people who do not need the product or services offered.
Networking in this method, business personnel create connection with their potential customers
through face to face meetings and hopes for building long lasting friendship and relationship in
the business and hoping the client will help expand the network of the business by including his/
her friends to work with them.
ONLINE MARKETING METHODS
Some of the proposed online marketing methods that can be used include the following:
Business to business (B2B)-in this case all the electronic transactions of goods and services will
be conducted between companies and organizations.
Business to consumer (B2C) – here there is establishment of business relationship between the
business/ organization and the consumers which is electronic.
Business to administration (B2A) – this contains business transactions conducted online between
companies and public administrators. This involves a large amount of services and products in
the companies.
Consumer to consumer (C2C) – here all electronic transact actions are conducted between
consumers only without any relation with the business/ organization.
Consumer to business (C2B) – where exchange of goods is reversed that is the consumer
becomes the one offering the goods and services to the business. For example, different 7 consumers creating different websites for one business, only one design will be picked by the
business.
Consumer to administration (C2A)-comprises of all electronics services conducted between
individuals and public administrators.
INTERGRATION OF ONLINE MARKETING.
The business will be able to integrate the use of online marketing models by creating websites
where they can advertise their goods online, and through this portals, the company will be able to
sell their goods all over the globe. This swill require hiring an IT and computer expert who can
design a good website for advertisement and selling of the product online.
By use of ecommerce the business will have direct interaction with the final customers, will have
the ability to reach global market and allow consumers to make global choices on services and
products from many different business.
PHASE TWO; KEY PERFORMANCE INDICATORS PROCESS PLAN
In creating a KPI driven plan one will need to have objectives, goals, metrics, kip plans,
segments and dimensions.
In designing the perfect web design or the business, the business needs to know that, top sell and
advertise their stuff online they need to: Do a
Improve b
Reduce x 8 They will also need to increase marketing effectiveness and translate their goals to give the
proper advantages in increasing marketing effectiveness. There will be need for a wed analyst
who will help to measure the goals
GOALS
Goals are the specific strategies that a company aims at achieving. Goals work hand in hand with
the objectives and to obtain these objectives, the company needs to know that objectives must be
DUMB. That is Doable, Understandable Manageable Beneficial.
To come up with clear goals, one need to answer the following questions: What are you hoping
in achieving by putting the business on the web? What are the most important priorities in your
site?
KPI TARGET CONCEPTS
To sell lots of stuff, therefore KPI: average order size. To make more money that will help in the
expanding of the business. KPI: visitor loyalty. Attract a high number of consumers.Create a web
site which will help in the marketing of the business goods and products. To increase the number
of consumers and products sold. To attract a high number of investors. Target the highest
holidays therefore attract more customers.
Business KPI calculation framework.
The kip frame work will be implemented by a web analyst.
objectives
Create
a
website
to
attract
more
consumers Goals
Kip target
Advertise
13,000 people
product
monthly
worldwide.
Make
more
money
to
9 Segmented kip
Total
goal=300(110%of
the
whole
population) enlarge
business.
Attract
class
investors the
high
of 10 REFERENCE Michael Evans and Jennifer Knights (2014) E-Commerce strategy.
Natasha Elion E-Business models Retrieved from www.yourbusiness.azcentral.com
Works Cited
Hicks, A. (2013). Digital Marketing in an Outreach Context. CU Scholar, [online] 25(1).
Available at: http://scholar.colorado.edu/cgi/viewcontent.cgi? article=1025&context=libr_facpapers [Accessed 7 Jul. 2017].
Lynn, M. (2011). Segmenting and Targeting Your Market: Strategies and Limitations. The
Scholarly Commons. [online] Available at: http://scholarship.sha.cornell.edu/articles/243
[Accessed 7 Jul. 2017].
Yasmin, A., Tasneem, S. and Fatema, K. (2015). Effectiveness of Digital Marketing in the
Challenging Age: An Empirical Study. International Journal of Management Science and
Business Administration, [online] 1(5), pp.69-80. Available at: http://researchleap.com/wpcontent/uploads/2015/04/6.-Effectiveness-of-Digital-Marketing-in-the-Challenging-Age-AnEmpirical-Study1.pdf [Accessed 7 Jul. 2017]. Works Cited Hicks, A. (2013). Digital Marketing in an Outreach Context. CU Scholar, [online] 25(1).
Available at: http://scholar.colorado.edu/cgi/viewcontent.cgi?
article=1025&context=libr_facpapers [Accessed 7 Jul. 2017]. 11 Lynn, M. (2011). Segmenting and Targeting Your Market: Strategies and Limitations. The
Scholarly Commons. [online] Available at: http://scholarship.sha.cornell.edu/articles/243
[Accessed 7 Jul. 2017].
Yasmin, A., Tasneem, S. and Fatema, K. (2015). Effectiveness of Digital Marketing in the
Challenging Age: An Empirical Study. International Journal of Management Science and
Business Administration, [online] 1(5), pp.69-80. Available at: http://researchleap.com/wpcontent/uploads/2015/04/6.-Effectiveness-of-Digital-Marketing-in-the-Challenging-AgeAn-Empirical-Study1.pdf [Accessed 7 Jul. 2017]. 12

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