100%(2)2 out of 2 people found this document helpful
This preview shows page 6 - 9 out of 18 pages.
T-1.8.1TABLE OF CONTENTSPAGES12.Executive Summary 13. Introduction14.Situational AnalysisSWOT AnalysisIssues Identified15.The e-Marketing ScheduleGantt Chart or Timeline for the e-Marketing Plan16.The e-Marketing Strategies & Action PlanMarketing, Assessment No.1Page 6v1.1, Last updated on 23/02/2019 by MM
T-1.8.1product strategiesprice strategiespromotion strategiesdistribution strategies17.Costing and Budget 18.Technical Issueswebsite content & searchabilityCustomer registration & logging security (for customers and staff)Coupon codes, rewards for old clients, discountsmultimediaautorespondersorder forms and feedback formsaccess levels to online resourcescredit card transactionswebsite hostingwebsite publishingtechnical staff (size, requirements)19.Monitoring Strategy20.e-Marketing Evaluation methods21.Sources & References22. Appendix 23.Links to templates & resourcesMarketing, Assessment No.1Page 7v1.1, Last updated on 23/02/2019 by MM
T-1.8.1INTRODUCTIONYour 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 oThe objectives need to be SMART (Specific, Measurable, Attainable, Relevant and Timely). When defining these objectives think about the following:oWhat 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.oDefine objectives for each part of the customer journey - Awareness, Acquisition and Conversion. Your plan needs to look at the whole customer journey.oMake 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 yetgoing 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 service5.Projected outcomes and ‘return on investment’. Details can be included in budget or costing section.Initial consultation outcomes:Dymocks is Australia’s leading bookseller, with 59 stores in Australia and over 7 million books sold lastyear. They aim to inspire more booklovers by delivering the best customer experience through their range and passionately knowledgeable team.