81 table of contents pages 12 executive summary 13

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T-1.8.1 TABLE OF CONTENTS PAGES 12. Executive Summary 13. Introduction 14. Situational Analysis SWOT Analysis Issues Identified 15. The e-Marketing Schedule Gantt Chart or Timeline for the e-Marketing Plan 16. The e-Marketing Strategies & Action Plan Marketing, Assessment No.1 Page 6 v1.1, Last updated on 23/02/2019 by MM
T-1.8.1 product strategies price strategies promotion strategies distribution strategies 17. Costing and Budget 18. 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) 19. Monitoring Strategy 20. e-Marketing Evaluation methods 21. Sources & References 22. Appendix 23. Links to templates & resources Marketing, Assessment No.1 Page 7 v1.1, Last updated on 23/02/2019 by MM
T-1.8.1 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. Initial consultation outcomes: Dymocks is Australia’s leading bookseller, with 59 stores in Australia and over 7 million books sold last year. They aim to inspire more booklovers by delivering the best customer experience through their range and passionately knowledgeable team.

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