E-Marketing/Online Marketing - Assignment Example

E-marketing/ online marketing assignment Introduction Online ecommerce giants like Amazon and Barnes and Novel are eating into the business profitability of Book Bunker. With their modern websites and online advertisements, these organizations are posing significant challenges for the local book stores. In most of the cases local bookstores like Book Bunker are not at all comfortable with website. In this present report as an e-commerce consultant various strategies will be suggested to Mary and Joe Johnson to improve their online and offline sales. Various features Currently Book Bunker does not have any website. It is important for the bookstore to have one. But the book store should give significant importance and focus towards the suitable features of the website. Suitable features of the website will certainly improve online and in-store sales of Book Bunker. The website of the Book Bunker should be aesthetically pleasing in nature which will attract the customers towards the store. The website should present a logical road map. Logical road map is significantly important for the user experience and SEO. Wire framing of the website should be perfect (Gale & Gale, 2008, pp. 56-62). The structure and content of the website should be designed in a precise way which will get good priority from Google and it will rank the website according to that. Navigation in the website should be convenient for the users or visitors. Visitors or users come across lots of websites daily. But easily comprehendible websites creates attraction in the minds of the customers. Website interface should be easily understandable and it should not create any confusion in the minds of the users. All the important links should be present in the website and all those links should be easily clickable. Good usage of colors make website attractive. Book Bunker should use appropriate color scheme by using two three primary colures. It will give an attractive outlook to the website. But selection of primary colors should be absolutely proper and blending of those colors should set a proper tone for the bookstore business. In the modern world graphics are the integral parts of any business website. The company should introduce meaningful graphics into their website. Generally page texts are boring in nature. Meaningful graphics will provide attractive appeal and visual variety to the user of the website. Graphics should not be overloading at all, means there should be proportionate combination of both texts and graphics. High quality of product images should be there in the website. It will attract the users to visit the website of Book Bunker. Layout of the website should be uncluttered in nature. It will allow the viewers to focus the messages of the website. The website should focus towards the important business information. Over loading of unnecessary business information is not at all desired. Maintaining security is an important factor. As the book store is trying to improve their sales through online, then the company should secure its website properly. The website should be secured with a certification of SSL. This certification will safeguard all communication between owner and clients with the help of encryption. The website should be a responsive one. The layout of the website should adapt to the screen on which the website will going to be browsed. Layout of the website should be adjustable and images in it should be scalable in nature. All these criterions should be there in the website. Online advertisement, banner ads, ad words The book store should go for online advertisement. For doing online advertisement the book store can use various platforms. Google AdSense, can be an effective online advertising platform where Book Bunker can advertise their products. The platform will allow the bookstore to earn profitability with the help of displaying relevant advertisement. Google AdWords will be an effective platform on which online advertisement can be given by Book Bunker. This will help the bookstore to appear on Google Advertising Network and on the search result pages of Google (Plummer, Rappaport, Hall & Barocci, 2007, pp. 45-52). Book Bunker can use Yahoo Advertising Network for the sake of online advertising where all the Yahoo users will be able to see their online advertisements. The book store can use banner ads as well. It will help the organization to bring versatility in their presentations. Banner ads may include animation, streaming media and slideshows. It will help the book store to eliminate the scope of dullness in their banner ads. Currently in the online platform, compression tools are significantly modern in nature so using of banner ads will not take too much loading time. On the other hand banners ads are significantly helpful to left permanent marks in the minds of the customers. Banner ads method is not at all very expensive. With the help of this method the bookstore can target massive targeted customers. All these advantages are justifying inclusion of banner ads. The book store should chose site in a calculative manner. Book Bunker should focus upon various famous educational sites. The organization can include their advertisement in the various kinds of job portals which are often being visited by many people. The organization can advertise in the home page of Yahoo. It also can advertise their bookstore in the home page of other reputed website where visitor’s traffic is significantly high. Book Bunkers can advertise in the various blog sites as well. In the blog sites various people across the world are generally being engaged for writing their blogs. It can be an attractive kind of site where the company can advertise their products. The organization wants to improve its sales through offline mode and also trying to introduce online sales. The book store wants to sale their products locally and globally. It means keywords for the company should be suitable with all those aspects. So here in this case keywords should be online and offline bookstores. These keywords will cover all the business characteristics of the bookstore. These keywords will be significantly specific for Book Bunker. Whenever these keywords will be typed in the search engine name of the company will come into the computer screen. Adwords are generally being found on right side of the result pages of search engines. Suitable adwords will be online and offline bookstore. Advertise locally vs. globally The organization wants to improve its foot fall in the shops and also wants to expand their businesses in the global arena also. It is very important for the bookstore to use the help of local internet ads. It will communicate the organizational message to the customers. The company should increase local search optimization of the website. It will allow the local customers to visit the bookstore. Generally big search engines are suitable for the global customers. With the help of big reputed search engines customers from the foreign countries can visit the website of the bookstore. Advertising locally will help the organization to attract local customers to bookstore. Professional outlook will allow the local customers to communicate with the local clients. On the other hand global advertisement through internet will have significant broad scopes. This kind of advertising will focus more upon the online sales. On the other hand local advertising will give significant focus towards offline sales. In the case of global internet advertising language should be much more customized in nature. This kind of advertising will target people from different linguistic backgrounds. On the other hand local advertising will focus towards the local language preferences. In case of local internet advertising local basic listings are being used. In case of local advertising number of target customers are less but significantly specific in nature. On the case of global advertisement numbers of potential customers are much higher but not specific in nature. The organization wants to sale their products both in local and global context that is why it should focus towards both local and global internet advertisement. That means the organization must give importance towards both SEO and LSO. In the global and local arena there are significant competitors for the bookstore. It means Book Bunker should be proactive in their approaches related with online advertising. It will help the organization to attract global customers through online purchasing and at the same time local customers will physically visit the book store in large numbers. Advertising globally with the help of internet will provide an international recognition to Book Bunker. Customers from the foreign countries will show their interests towards the bookstore. On the other hand local internet advertising will help the bookstore to differentiate itself from other local and global competitors. Global internet advertisement will assist the bookstore to create more loyal customers in the global context. On the other hand local internet advertising will improve the market share of the book store in the home country. All the above facts and discussions are clearly indicating that the Book Bunker has to give significant focuses towards both local and global perspective. For that reason the organization should come up with both local and global internet advertisements. Customer relationship management Customer relationship management is significantly important for the modern day business. The system will help the organization to interact properly with the present and future customers. Customer relationship management will support the bookstore to create close and emotional relationship with the clients. It will create an emotional attachment with the customers. Emotionally attached customers are difference makers for any company. It will help Book Bunker to improve its business perspectives. Customer relationship management will encourage the visitor to revisit the store of Book Bunker. Customer relationship management will allow the bookstore to manage a customer database in proper way. It will permit the company to improve its business situation with the help of more personalized services to the customers. In the present competitive world, CRM can be advantageous for the bookstore to gain competitive advantages. Customer retention will be an important factor for the company. This customer retention can be achieved with the help of customer relationship management. The owners of the bookstore can forward birthday wishes and congratulation massages to the customers. It will create a unique image in the minds of the customers. Customers will feel that they are the part of the company. Customer feedback can be a significantly important CRM system where customers will share their positive and negative experiences that they have encountered. In this way customer’s feedback can change the business outlook of the company and it can improve the business profitability as well. Knowing customer preferences and buying behaviors can improve sales figures for the bookstore. To get information about the customer preferences and buying behaviors CRM can be a deciding factor for Book Bunker. Customer relationship management will allow the bookstore to use their resources in more specific ways. It will assist the company to allocate their critical resources without any wastage. According to a research report, CRM can increase business productivity by 30%. That is why CRM can be highly advantageous for Book Bunker to improve their sales (Baran & Galka, 2013, pp. 67-71). The organization can take help of the CRM software also.CRM software will allow the organization to get the advantages of marketing automation, contact centre automation and also provide location based services. It will support the bookstore to save lots of time and money for managing their relationship with the customers. All the above discussions and arguments are clearly indicating that, customer relationship management systems are highly advantageous for the company to improve their sales. Conclusion During the course of this report various features have been suggested to Book Bunker to introduce those features into their website. All those features will support the bookstore to come with an attractive website which will improve the sales of the company. The book store has been suggested to advertise online through various online advertising platforms. Keywords and Adwords have been advised to the company. The report has critically analyzed local and global internet advertisements and the importance of CRM for improving sales. References Baran, R. J. & Galka, R. J. (2013). CRM: the foundation of contemporary marketing strategy. Berlin: Routledge. Gale, T. & Gale, M. (2008). Getting started on your genealogy website. New York: Lulu.com. Plummer, J., Rappaport, D. S., Hall, T. & Barocci, R. (2007). The online advertising playbook: proven strategies and tested tactics from the advertising research foundation. New Jersey: John Wiley & Sons. Read More