In December 2016, Ounass was launched by the Al Tayer group; it was their first E-commerce site, which was exclusively digital and aimed to provide luxury. Ounass provides a huge range of products, from fashion and beauty to lifestyle and homeware materials (ounass.ae, 2019), the company also offer products of different luxury brands like Gucci, Dolce & Gabbana, Valentino and Kiehl's. They are providing products in the middle east, offers delivery within 2 hours in Dubai.

The e-commerce market in UAE is improving day by day; many online companies are already working, which are providing efficient services to customers to improve several sales and services Ounass has to improve their digital media marketing strategies. Using advanced methods will help them to achieve their objectives efficiently

2 Methodology:

Data used in this paper is collected by secondary resources, which include articles, marketing intelligence reports, journals, and many online resources.

3 Implementation plan:

3.1 Strategies and tactics to achieve objectives:

The following are objectives that need to be achieved by using this marketing strategy.

· To increase web traffic by 20% in 12 months

· To increase the number of App downloads by 15% in 6 months maximum.

· Improve organic research in 6 months by 5%

· To increase customer engagement on social media by 10% in 6 months.

· Increase brand awareness within six months through Google Adwords.

3.2 Usability factors and design of the website:

3.2.1 Key issues in a webpage:

To ensure effective usability of site company have to ensure good loading speed and easy to understand feature on a webpage. Ounass webpage loading speed in 3.59 seconds, which is not good, with this short display. Speed plays an important role in the SEO ranking of any site. (Philip, Burton, Deans, Brown, & Armstrong, 2015).

Along with the speed issue following are some issues which Ounass's website is facing:

The company website has a very short display; the home page consists of only 3 to 4 segments, which further open in detail. The display looks very simple and unattractive. The most important adjective of any E-commerce website is its outlook and design, which should not be ignored, as an online business all depends on the website. Unattractive design and display will not attract much audience. Ignoring this factor results in fewer sales and low SEO ranking. The home page of the website is not interesting at all. Usually, customers get attracted by what they see at first sight; fewer pictures on display are not so attractive for consumers. To increase visits on the company website, they have to make their website attractive and catchy.

Another issue that lies in a site is unsecured content; a content security policy is required to reduce attacks of XXS. Also, there are a lot of mix content issues on their webpage. These issues can affect the performance of the website badly, which can affect website traffic and cause issues in their content.

3.3 Wireframe diagram:

Improving the display of the website is quite important to achieve the objectives of the company. To enhance the usability of the company website, a wireframe diagram is given, which will help in improving their webpage performance. Additions in this wireframe are mainly in the form of sections, instead of using only three sections company can add sales and discount section on their homepage.

This wireframe diagram covers every aspect which is required to obtain the objectives of the company. Instead of displaying main segments only, a window is specified for sales, promotions, and discounts. The window right next to that, this segment will be used to display ads of different products which the company is offering (Dianne, Head, & Larios, 2010). Other than that, a slide show of other brands can help inform customers about the availability of products. That will be convenient for them, instead of searching brands on site.

Download app option is added in wireframe diagram; it will help increase number of mobile app download, it is possible that many people will not have any idea that company site also has a phone app which is easy to access. Placing that option on the webpage of the Ounass site will ensure awareness about the app in customers, and that will affect the company positively.

Along with these options, social media sites sign up option will be mentioned in small portions, highlighting them properly will ensure that people are using these options, the company can associate rewards with social media signup that will increase Ounass's social media activity.

3.4 Graphic design:

Along with improving the wireframe of the website, it is important to improve the website's outlook by improving graphics. The first impression of the website on the consumer is not very effective. Color combinations and theme of the website is not much powerful. Improved graphic design will play a vital role in a competitive business environment (Mirjam, Heinz, Forde, Tuch, & Opwis, 2015). The efficient graphic design of the website will benefit the company by enhancing its sales, increasing brand recognition, and improving the readability of content, which will assist customers as well. Social media sites are popular due to their effective design, applying the same rules on Ounass site will help them to improve graphics of their website.

3.5 Website functionality and features of content:

Content on the webpage of the Ounass company will be kept minimal, but it will be ensured that every detail is mentioned, which is helpful for customers to know about the company. With pictures on the homepage, the company will add text, which will include keywords that will help the consumer to know different features of the company and its products.

Along with providing information about the company, priority will be given to the customer review section as well, and they will be able to give feedback to the company by using their e-mail or through social media sites. On the website, they will be allowed to add reviews about products that will be posted on-site, which will also assist other consumers in knowing about company product quality and services.

3.5.1 Tools to measure the effectiveness of the site:

Keeping track of site performance and measuring its effectiveness is very important for the company, different tools will be used to check the performance of the company, for example, Google analytics and Woo Rank will be used in to measure the effectiveness of Ounass website (Bassam, 2016). The company's site will be monitored more often to maintain the effectiveness of the site. The following table shows aspects that should be monitored to retain the efficiency of the site, which will ensure its effective presence for online customers.

Usability Matrix	Frequency
Sales review	Daily
Download delay	Daily
Customer reviews	Daily
Website traffic	Daily
Task competition	Two times in a week

3.6 Getting customer attention: Driving traffic to Website:

3.6.1 Search engine optimization and strategies:

Search engine optimization is essential to make the website user-friendly; SEO ranking not only increase website ranking; it also helps improve customer experience on-site. To attract customers company can use many options; for example, they can use Alt tags or alternative keys in the description of videos; this will help search engines to locate the page, which will improve SEO ranking automatically (R, Santos, & Wildenbeest, 2016).

Updating content regularly will also attract buyers, adding new content which will provide information about sales other promotions of the company will help consumers to stay updated about new things happening on site. They can create their blog where they can provide insights about the company, and it will help improve the SEO of the website.

The company will ensure its presence on different search engines like Google Chrome, Ask.com, Yahoo, and other portals of the E-commerce web. In UAE, Google is the biggest search engine which is used by 97.25% internet users, Ounass can get the benefit of this by making their site google friendly. And for this purpose, the company will make new content which will be interesting for customers, that content can be added on different blogs and websites.

Role of social media cannot be denied in this matter, different social media sites like Facebook, Instagram and Twitter will be used to improve their SEO ranking, different activities will be arranged on social media to engage customers, and that will also help in increasing their customer services (Dimitrios & Veglis, 2016). Almost every person uses social media site and stays connected with the most of the time, by keeping their social media sites updated Ounass can keep their consumers engaged, which will help in increasing SEO.

Using the "Subscriber-only" key, they can attract several consumers; they can offer rewards after subscription on-site; this will impact positively on search engine optimization.

3.7 Getting Customer Interest, Desire, and Action:

3.7.1 Communication strategy model:

For improving communication between customer and retailer, Ounass can use different communication models to converse with consumers. These communication models will help them to improve their customer service; also, this will develop the interest of customers in the company (M., Smith, Tarantola, Silva, & Braman, 2015). Implementing these strategies will help in increasing their website visits and engage people in activities that can be beneficial for the company.

3.7.2 Linking strategy:

Linking strategy implementation is a key tool that helps in getting customer attention. Creating hyperlinks is an essential element of an effective website that will provide some valuable benefits to Ounass (Lance & Segerberg, 2015). To build a linking strategy, the company have to keep their target audience in mind; a company can share their links on different blogs and fashion sites, for example, Emirates Women, Classy Dubai, Fobe, AMD Mode and SMF blog. These are some most visited sites used in UAE. After that step, unique and amazing content is added to attract customers; it will be ensured that written content is appropriate, cover every aspect regarding company products and values. So, a minimal introduction of the company along with specifications about any product or user experience will be added in the blog, after finalizing the content chosen site will be contacted to publish that blog. This practice helps in creating a strong linkage with other sites, and that will help in increasing traffic of Ounass's website, and more people will get attracted to their brand.

3.7.3 Online marketing; Banner Ads:

Companies can use any source for advertising their products and services. Banner ads can be used to communicate with consumers; banner ads are a rectangular area that is specified on the app and used to show the company's advertisement, which leads the consumer to the main page of the website (Moritz, Rüth, Hamborg, & Kaspar, 2015).

This above picture is a banner ad, which they can add give on any site like google, yahoo, Bing, or Duck Duck Go. This banner will have different sections, which will give an insight into the company. A discount window will also appear, which customers can avail after signing up. This will ensure increased traffic on-site. Also, the customer will be interested in the discount, which will impact positively on Ounass product sale. Get connected option will allow connecting the user with Ounass's website. This type of advertisement will be paid, as paid advertisement will ensure display on sites with good user ratio.

3.8 Companies Ounass will collaborate with:

The following table shows Ounass's collaboration with companies which will help them to improve their services and sales.

Company	Description
Google Analytics	Google Analytics will help in analyzing the usability matrix of Ounass. Also, it will assist in checking website performance.
Screaming Frog	The screaming frog will help the company is searching for experienced blog writers, publishers, and influencers to improve its public relations.
Google Display Planner	The display planner will assist them in monitoring the advertisement, which is on display.
Silverpop	Silverpop will be used to send e-mails to customers who signed up on Ounass's site. It will help in tracking their response.

3.9 Social media marketing:

The social media marketing strategy will be used to increase traffic on their website. In this medium, the company will use its social media platforms to communicate with people. They will make some changes in their activities on sites (Reto, Rauschnabel, & Hinsch, 2017).

Ounass has a good number of followers on their social media, so it will be an easy way to engage people with the company. They can go live on Facebook and describe their products. That will attract people a lot, they will show interest in products, and later they will visit the site for further queries and order placement, this will help in increasing customer interest and sales of the company.

On Instagram and Twitter, they can use different keywords associated with the company, for example, they can use brand names, formal codes of dresses, fashion, women wear, trendy on Ounass to attract customers. This will increase the number of website visits.

On YouTube company can go live or collaborate with other YouTubers to make a video, they can also sponsor that video with providing their products. This will gain the interest of the consumer and also help in increasing sales along with social media engagement and improved website traffic.

Social media marketing will not be paid; by increasing their subscribers, they can earn from this advertisement channel.

Following is a table that will help in monitoring activities of social media sites to increase customer views and traffic on site.

Platform	Frequency
Facebook	Should be checked daily/ go live after three days
Instagram	Six pictures daily with hashtags
Youtube	One video in 10 days
Twitter	Four tweets a day

4 Generating revenue:

Generating revenue through improved strategies is one of the main aspects, which have to be achieved through these strategies. Increase sales and improved services of the company become the reason for increased revenue. Increasing sales of the company is an objective that needs to be achieved through the implementation of these strategies. Better performance of the site will help to increase its traffic; it will also ensure increased visitors on site. Increment in visitors makes sure that people are showing interest in Ounass products, which will improve their sales. Online marketing can play an important role in increasing their sales and revenue. Social media marketing will improve increase brand awareness and market value. They can use different channels for promotion like they can use YouTube to make their promotional strategy better; also, it will help in increasing their revenue, which will be based on several subscribers.

4.1 Customer service and loyalty plan:

4.2 Strategy for CRM:

Customer Relationship Management is very important to keep customers loyal will company and Ounass company will take measures to improve their customer services. Different strategies will be followed for the improvement of their services.

The company will use social media to take reviews of customers; polls will be conducted in which they have to select from options they can choose "excellent" or "satisfactory" as a response to the company, which will help the company to gain general information about consumer perspective.

Improvement will be made in the customer care call center; the environment will be made more user-friendly. Other than that, the company will facilitate customers with different and suitable alternatives for their products. That will help in improving their customer service; also, it will increase customer loyalty (Ramendra & Workman, 2016).

Customer loyalty can be assured by providing them a better quality of services and products with less margin of dissatisfaction. Better quality of products, and responding to their queries on time, develop a sense of trust in buyers and retailers. Ounass can improve its services to ensure customer loyalty.

Another way to improve customer loyalty and public relation is to understand the values of customers. Ounass should convey their message and brand value to customers properly so that they can feel associated with a brand which will improve customer loyalty.

E-mail marketing will also play a role in improving PR and loyalty of Ounass customers; in this strategy, e-mails will be sent to customers in which they will be asked about their concerns, their suggestions, which will give them a sense that their brand is giving importance to their perspective. So, this will help better improve customer loyalty (Christina, Simmons, Armstrong, & Fearne, 2015).

4.3 Timeline for promotional strategies:

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

E-mail marketing

Content marketing

Social media marketing

Display advertisement

The table above gives an overview of the timeline, which will help them to manage their promotional strategies throughout the year. Although the Ounass management will see results in starting months but completing that process will ensure long-lasting results. The company will change its strategy timeline if required according to trends of the market. Social media marketing and displayed promotion will be carried throughout the year, although e-mail strategies will be paused in mid of year, which will be restarted in September. This timeline will help Ounass to obtain their objectives effectively.

5 Future:

By improving digital marketing strategies, Ounass ensures a better future in terms of improved sales and revenue; appropriate implementation of these strategies will provide benefits to the company. They can also implement further innovation in their company with passage of time; for example, they can introduce "search with image" option on their site. This feature will allow the user to search their required stuff by using a related images. Introducing that feature will improve their services, and customers will be more satisfied by this; this will increase the company's customer service as well along the usability of their site. Ounass is providing good products to its customers; after improving the marketing strategies, they can improve their market, which will lead them to be number 1 in their industry.

6 Bibliography

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Christina, D., Simmons, G., Armstrong, G., & Fearne, A. (2015). Digital loyalty card 'big data'and small business marketing: Formal versus informal or complementary? International Small Business Journal 33, no. 4, 422-442.

Dianne, C., Head, M., & Larios, H. (2010). Colour appeal in website design within and across cultures: A multi-method evaluation. International journal of human-computer studies 68, no. 1-2, 1-21.

Dimitrios, G., & Veglis, A. (2016). Investigating search engine optimization factors in media websites. the case of Greece Digital journalism 4, no. 3, 379-400.

Lance, B., & Segerberg, A. (2015). Communication in movements. The Oxford handbook of social movements , 367-383.

M., K., Smith, H., Tarantola, T., Silva, C., & Braman, D. (2015). Geoengineering and climate change polarization Testing a two-channel model of science communication. The ANNALS of the American Academy of Political and Social Science 658 no. 1, 192-222.

Mirjam, S., Heinz, S., Forde, S., Tuch, A., & Opwis, K. (2015). "Trust and distrust on the web: User experiences and website characteristics. Computers in human behavior 45, 39-50.

Moritz, K., Rüth, M., Hamborg, K., & Kaspar, K. (2015). Effects of personalized banner ads on visual attention and recognition memory. Applied Cognitive Psychology 29, no. 2 , 181-192.

ounass.ae. (2019, 4 2). About us. Retrieved from ounass.ae: https://www.ounass.ae/content/about-us

Philip, K., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU.

R, B., Santos, B., & Wildenbeest, M. (2016). Search engine optimization: what drives organic traffic to retail sites? Journal of Economics & Management Strategy 25, no. 1, 6-31.

Ramendra, T., & Workman, L. (2016). Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze. Journal of Business Research 69, no. 10, 4095-4102.

Reto, F., Rauschnabel, P., & Hinsch, C. (2017). Elements of strategic social media marketing. A holistic framework Journal of Business Research 70, 118-126.

Digital Media Marketing Strategies Of Ounass

1 Introduction: