Plan E-Marketing Communications
The purpose of this assessment is to assess the student in the following learning outcomes:
1.1 In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation's strategy, direction and values
1.2 Develop an e-marketing strategy or plan that addresses aims and targets of organisation's existing business or marketing plan, and is consistent with organisational and budgetary requirements
1.3 Develop a value proposition for e-marketing strategy or plan
1.4 Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan
1.5 Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives
1.6 Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies
1.7 Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements
2.1 Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required
2.2 Establish strategies for evaluation of website as a marketing tool
2.3 Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required
2.4 Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation
2.5 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan
2.6 Integrate website marketing strategy into overall e-marketing strategy
2.7 Evaluate effectiveness of website marketing strategy
INSTRUCTIONS
You are appointed as an Electronic Marketing Manager of an Online Marketing Company XYZ that provides e-marketing services to online businesses. Your senior manager has requested you to pick any ONE of the projects listed below and you will be required to produce an E- Marketing Plan/Strategy for any ONE of the organisation. All of these organisations listed below are Australian based organisations and have online stores that provide online transaction services and sell product or services via the Internet.
- ASOS - Online clothing store or departmental store
- CLASSIC BET - online sports bet company
- FOODORA - food delivery company
- Buddy's - online grocery store
- OZBARGAIN deals website
- KOGAN - online electronics company
- ACER PRESS - online printing and publishing company
- DYMOCKS - online bookstore
- CRAZY DOMAINS - web hosting & domain company
- CLOUDCENTRAL - online 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 an alternative business, product or service at your discretion.
You will require some organisational information to conduct some analysis which you will find the company website. For the purpose of analysis, you will still need to conduct research to identify the environment, competitors, customer groups, and various other stakeholders. 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. Marking criteria and weights for each section of the plan are also provided below.
ARKETING PLAN STRUCTURE & MARKING CRITERIA
1. Executive Summary
2. Introduction
3. Situational Analysis
a. SWOT Analysis
b. Issues Identified
4. The e-Marketing Schedule - Gantt Chart or Timeline for the e-Marketing Plan
5. The e-Marketing Strategies & Action Plan
a. product strategies
b. price strategies
c. promotion strategies
d. distribution strategies
6. Costing and Budget
7. Technical Issues
a. website content & search-ability
b. Customer registration & logging security (for customers and staff)
c. Coupon codes, rewards for old clients, discounts
d. multimedia
e. autoresponders
f. order forms and feedback forms
g. access levels to online resources
h. credit card transactions
i. website hosting & publishing
j. technical staff (size, requirements)
8. Monitoring Strategy
9. e-Marketing Evaluation methods
10. Sources & References
11. Appendix
INTRODUCTION
Your introduction should include:
1. Initial consultation with stakeholders (in this case it may be your trainer and assessor who will act as the senior manager and your direct supervisor)
2. Mission, Vision and objectives of the organisation in regard to the product or service
o The objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:
o 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.
o Define objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.
o Make sure that your objectives reflect exactly what you will be measured on (KPI's).
3. 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.
4. A brief summary of the marketing environment for this product or service
5. Projected outcomes and ‘return on investment'. Details can be included in budget or costing section.