Instructions

Assessment 3: Individual Report: Digital Marketing Strategies and Tactics (40%)

Group coursework: 40% weighting. Word limit: (3000 words +-10%).

Deadline Academic Week 24: Friday April 5th 2019 at 5pm

You are required to submit your work to the Uni-help desk. In addition you must submit it electronically via Turnitin.

In this assessment, you build on the work that you did in Assignment 2, taking it a step further to develop an e-Marketing Strategy. However, for this assignment, you will work as an individual and produce your own individual report, building on the group work you did for Assignment 1. The task and assessment guidelines are detailed below.

Assessment Objective:

Through studying, reading, researching, attending lectures and previous assessment, students will have enhanced their understanding of how to develop an e-marketing strategy. Assessment 2 emphasised the implementation of industry, competitor and consumer research for the purpose of strategic goal-setting. Assessment 3 is aimed at further developing the understanding of e-marketing strategies through taking students to the next step of the plan, which is implementation. .

Task:

Individuals will develop an e-Marketing Strategy for the brand/business which they analysed in Assignment 2.

Assessment guidelines:

Your coursework must include the following format/content:

The first section in this assignment is Section 3. This is because Sections 1 and 2 were developed in Assignment 2.

Section 3: Implementation Plan

3.1 Strategies and Tactics to Achieve your Objectives

3.1a Design and Usability Factors

Outline the key issues that must be taken into account in order to optimise the design and usability of your business’s website. Refer to our lectures for more information for what to consider. Provide a wire frame diagram for the home page for your new site.

Provide a short brief (one paragraph) for the graphic design of the site. This should refer to the brand values, target audience, positioning strategy etc.

Outline the content, features, and functionality for the site. Discuss and justify based on your objectives, the positioning strategy, USP and target market.

Outline an approach for measuring the effectiveness of your website/digital marketing (See SHEET FOUR). This should include how you will monitor the ongoing design and usability, using professional services where necessary

(2 pages maximum.)

3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine Optimisation

Provide a list of the search engines, directories, portals in which you plan to be listed. Justify your choice.
Outline your search engine listing monitoring and optimisation strategies. (In other words, the way you will ensure that you continue to get top rankings and the methods you will use to monitor it. Also, how often you will monitor your web site search engine positions.)

(2 pages maximum)

3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site

In this section you will:

Outline how your communications/promotions strategy will achieve your stated objects in relation to your target markets, brand values and positioning strategy...

(Use an Integrated Communications Strategy Model)

Outline and justify all online promotional strategies and tactics to be used.

E.g.: Linking Strategies, Banners, E-mail Marketing, etc. Identify each approach as ‘paid’, ‘owned’ or ‘earned’.

Provide the following:

Mock up of banner ad (line drawing/wire frame)
Wire frame diagram of web page where you will get customers to sign up for your e-mail
Copy (content) for your first e-mail letter.
List of all companies you plan to collaborate with in the first year. Provide a very brief description of each company to demonstrate why it is a suitable collaboration partner.

You should structure this section as follows:

Explain what you will do (e.g.: E-mail Marketing Campaigns – 4 times yearly)
Justify why you have chosen to do it. (Demonstrate that you understand the benefits of each type of promotional method.)

Demonstrate how it contributes to your brand values and positioning strategy, how it benefits your target markets, and what objectives it will help to achieve.
Identify whether the media used are ‘paid’, ‘owned’ or ‘earned’.
State when or how often it will be done.
If using a professional service, state which one.
Show how each method will be integrated with other methods
Banner ad
Web page wire frame
Copy for e-mail letter
List & description of companies you will collaborate with

(4 pages maximum)

NOTE: You must include all of the following: on-line advertising,
e-mail marketing, public relations, and collaborative programs (eg: contra deals, co-branding, linking, associates, affiliates etc.). You will need to choose two other methods and justify your choice.

3.1d Generating Revenue

Outline all additional strategies that you will use to generate revenue for your site. If already described above, just provide a summary in this section.

(1 page maximum.)

Section 4: Customer Service, Relationship and Loyalty Plan

Briefly outline your customer service and customer relationship management (CRM) strategy.
State your strategy for providing excellent customer service.
Outline your strategy for generating customer loyalty (e.g.: one-on-one strategies, personalisation, interactive dialogue, rewards, etc)

(1.5 pages maximum)

Section 5: Time Line for Promotion Strategies

Using a one year chart, show when each type of promotion will be done
Some forms of promotion will be done more than once over the year (eg: Banners, Email Marketing)
Some forms of promotion may be done in relation to specific objectives or specific offers (demonstrate)
Explain the rational for your timeline

(1 page maximum)

Section 6: The future

Provide a brief discussion of what new technologies and features you may add to your web-site in the future as they become widely available. Justify. (Half page maximum)
Provide a brief discussion of the options you plan to pursue in the five years after launch. Justify) (0.5 of a page maximum)

For how to best set up your promotional strategy, see SHEET SEVEN.

Assessment 3: Individual Report on the development Digital Marketing Strategies and Tactics

GRADING CRITERIA

MKT3033 E-Marketing Strategy and Social Media

Student Name	Student Number
1.

Criteria for Assessment: Tutors Please write comments in the space provided

Assignments which exceed the maximum word limit by more than 10% will be awarded a maximum mark of 40%

	Criteria	Maximum marks
Overall Presentation	This document is an outstanding example of a professional implementation plan. Overall, the report demonstrates written communication skills at a very high level. The material is very fluent, very well-structured (for example, appropriate use of headings, bullet points, tables etc.) which makes the report extremely easy to read and understand. Demonstrates appropriate use and understanding of an extensive range of subject-specific vocabulary. The report demonstrates evidence of meticulous proof reading. Length of each section conforms to specified number of pages.	20
Strategies and Tactics to Achieve Objectives	Comprehensive coverage of the requirements listed in the Assessment Guidelines in the module handbook. Demonstrates an excellent understanding of the issues relating to site design and optimisation of usability. Provides a comprehensive justification for proposed website content and features. Demonstrates excellent understanding of the promotional methods to be used and how they can be integrated with one another. Provides a comprehensive rationale for using each promotional method, with reference to objectives, brand values, positioning strategy, target market, competitors, etc. Demonstrates an excellent understanding of approaches to measuring effectiveness of online marketing.	30
Customer Service, Relationship and Loyalty Plan	Comprehensive coverage of the requirements listed in the Assessment Guidelines in the module handbook. Shows evidence of comprehensive research into what keeps customers coming back to a site. Demonstrates excellent understanding of customer service and CRM strategies and tools (for gaining and keeping customers) in a digital context.	15
Time Line	Excellent rationale for timeline of promotional strategies.	5
The Future	Excellent discussion of what technologies and features may be available and added in future, demonstrating comprehensive awareness of technological developments and their implications.	10
Application of research	Points made are relevant and comprehensively supported by relevant, academic or other suitable evidence. Conclusions and/or recommendations are comprehensively supported with arguments based on the evidence presented. Conclusions and recommendations are informed by highly perceptive judgement in accordance with the evidence from theories, research, practice and concepts of the subject matter.	10
Referencing, Glossary and Appendices	A comprehensive range references have been used. Referencing is excellent throughout, using the Harvard referencing style very consistently. If included, glossary and appendices are highly accurate and appropriate	10

Additional Comments Overleaf:

Seminar Tutor – Additional Comments

Total Mark for the presentation: _____/100

Seminar Tutor signature: Date: / / 2019

Internal Moderator signature: Date: / / 2019

Internal Moderator – Overall Comments:

Marketing Plans

Supporting Materials

SHEET ONE
INDUSTRY ANALYSIS AND COMPETITOR ANALYSIS

Part One: Industry Analysis.

Your industry analysis should include the following 5 sections:

Industry Classification, Definition, Size and Growth Rates, Major Trends, and Expected Events

Your industry overview should provide some, if not all of the following information:

A way to define the industry and where your business and website will fit in.
Size of the industry in terms of the number of players, number of customers and volume of sales (by units or £)
Geographic dispersion and/or concentration of your industry
Annual Growth rate of industry
Reasons for/against growth.
General description of the client/user/customer.
General structure of the industry – how business is conducted, where it is conducted, etc.
Current and possible future trends and events affecting the industry.

Business Environment

The environment in which a business operates is made up of political, legal and regulatory forces; economic conditions and trends, socio-cultural factors and technological advances and processes. Each of these forces can present both opportunities and threats to the business, so managers need to identify and prepare for them. For your industry analysis, identify the PEST factors that might affect your business or your customers’ willingness and ability to purchase from you.

Key Political Factors that may affect your industry: Sector Regulation, Privacy Rules, Health and Safety Regulations, Product Regulation; Taxation, Employment and Environment Regulation. Identify current and planned regulation, as well as the ongoing debate and points of view.

Key Economic Factors: Business Cycles, disposable income; gross national income; Gross National Product (GNP); inflation; interest rates; investment; prices; productivity; unemployment and wage rates. Identify which economic factors will affect your business and the willingness and ability of your clients to use your services. Identify current economic conditions and five year trends.

Key Socio-Cultural Factors: Attitudes towards your product category; general changes in consumer attitudes, values and lifestyles that could positively or negatively affect you; consumerism; income distribution; levels of education; demographics; social mobility and values; ecological issues. Identify other lifestyle, demographic, and cultural factors that pose opportunities and/or threats.

Key Technological factors: New processes and technologies, general adoption of technology in society. Stages in adoption process of your customers.

Identify new and potential technologies that pose opportunities/threats to your industry/therapy.

Opportunities and Threats

From your review of the industry and business environment, summarise the key opportunities and threats to your proposed business/web site. Be as specific as possible. Suggest how you will deal with them.

4. Key Success Factors

Key Success Factors determine the financial and competitive success in the industry in general, not so much your specific business. Businesses can gain competitive advantage in an industry by concentrating on one or two Key Success Factors. Describe the Key Success Factors in your industry under the following headings or other headings that you deem relevant and important.

Skills/Training related: eg: Having certain type of training, having certain combinations of training (business/management skills, teaching and training skills; technology, human resource skills, etc). Ongoing training, affiliations, associations, networks.

Technology related: eg: Access to and/or use of certain technologies such as the internet, mobile communications, business management software, computer systems. Knowledge or certain processes/practices. Research. Innovation.

Distribution related: eg: Location(s), ability to provide service swiftly when needed. Ease of ordering/buying offered. Speed of delivery. Individual network advantages. Cost advantages.

Marketing related: Design, layout, image, brand, service offerings, price, payment systems, service, products offered, promotional, selling skills, customer (target market) related.

Other: Identify all other factors that you view as important to making your businesses in your industry successful.

5. Stakeholders

Stakeholders are any individuals, groups, or organisations that will be affected by or affect your business. They may include:

Investors/Shareholders Suppliers Government

Employees Training Establishments Media

Clients/Customers Special Interest Groups Competitors

Alliance/Network Partners Associations

State how any or all of the above may affect your industry and your business and how. View both positive and negative effects.

Part Two: Competitor Analysis

Competition from your on line business can be direct or indirect. It can also be current or potential. Direct competition could include other companies offering the same products and services as your site in an on-line environment as well as in an offline environment. Indirect competition includes other ways that clients may seek to deal with their particular need in addition to those listed above. You will need to be creative in defining and identifying both your direct and indirect competition; your current and potential competition.

For this section of the marketing plan, you will need to:

List all your key direct and indirect competitors, and
Rate the sites you consider to be your top three competitors. In order to rate the sites, you will need to create a checklist of factors to assess their sites. (See checklist used in Week Three classroom exercise as an example) Include the original checklist and the three completed checklists in your appendix.
Once you have completed the checklists, provide a summary of the key strengths and weaknesses of your competitors and a “gap” analysis – areas that your competitors are not doing a good job or parts of the market they are not covering which YOU could cover. State your competitive advantage again at this point.

In order to help you find your competitors and decide what factors to look for, please refer to some or all of the following references:

A. TIPS TO GET YOU STARTED – Finding your Competitors

Book/Text References

a) The following is a list of directories and publications that give industry and market information, research reports by sector, and information on your competitors. Most of these sources can be found in the University Library.

Kelly’s Business Directory (East Grinstad: Reed Information Services) – 82,000 companies listed in this database.
KOMPASS Register (East Grinstad: Reed Information Sources) – more detailed information on over 44,000 companies.
Major UK Companies (London: Financial Times, annual)
Key British Enterprise and Europe’s Major Companies Directory

(London: Euromonitor, annual).

The Worlds Major Companies Directory (London; Euromonitor).
Who Owns Whom (Annual) (High Wycombe; Dun and Bradstreet International, Ltd) – guide to the ever changing ownership of companies and brands.
Dun and Bradstreet Registers (High Wycombe; Dun and Bradstreet International, Ltd)– 30 volumes with detailed company information
FAME –financial information database on over 100,000 UK private and public companies. Available on CD-ROM at most University libraries.
FT Extel – part of the FT Group; provides financial and marketing information on companies around the world.
Standard and Poor’s Register of Corporations – a key American service.
Key Business Ratios (High Wycombe: Dun and Bradstreet International, Ltd, 1997) – a guide to British business performance.

Sources of secondary data on industry and market trends are:

Key Note Market Research Reports (London; ICC) – industry and market sector reports with background, trends, prospects, and major companies. Available most University libraries.
Market Intelligence (London: Mintel Information Group)-Mintel produces detailed research reports on key market sectors such as FMCG, consumer durables, leisure and retailing. They also do special subject reports each year (e.g.: “The gardening market”) and detailed financial reports on major companies. Mintel reports are available on CD-ROM at most University libraries..
Economist Intelligence Unit publications –market reports by sector such as the automotive sector.
Euromonitor Reports – market reports for Europe and international such as the European Marketing data and Statistics (1997); Market Research: Great Britain; Market Research: Europe; and Market Research: International.
Organisation for Economic Co-operation and Development (OECD)- publishes economic and market reports on member countries
Industrial Performance Analysis: A Financial Analysis of UK Industry and Commerce (Hampton; ICC Group, Ltd) – financial analysis of 27 major UK industries.

TIPS TO GET YOU STARTED – What to look for when critiquing your competitors’ sites.

Once you have found your competitors websites, you will need to decide how to evaluate the site. Keep in mind that you are building a marketing plan so you want to consider all elements of your competitor’s sites that demonstrate either good or bad marketing practices. In order to help you build your checklist of factors, review the materials we covered in lecture three - Site Design, Usability and Marketing.

TYPES OF QUESTIONS TO ASK – Tips

Below are a few ideas for what you might put on your competitor analysis checklist:

Layout of site
Amount of Information
Speed of Download
Ease of Use (Usability)/Navigation tools
Mentions of Future Plans
Affiliates and Links
Sources of Revenues
Customer Services
Ease of Contacting Live Person
E-mail options
Range of Products and Services
Sufficient Product Information
Ease of purchase and check-out procedures
Ease of finding full price including delivery
Speed of delivery
Customer return and customer service policy
Updated, interesting content.
Security/Privacy Policy
Any hidden charges
Price Comparision
Finance Options

SHEET TWO

TARGET MARKET ANALYSIS

For this section of the marketing plan, you will need to describe your target market(s). Target markets can be defined in a number of ways:

Geographic – where your customers live or are located
Demographic – the age, gender, income, education, stage in family life cycle, social group, ethnic background, etc.
Psychographic – lifestyle, values, attitudes, opinions
Stage in the Buying Process – Not aware, Aware, Interest, Information Search, Evaluation of Alternatives, Purchase, Post-Purchase, Re-Purchase, Complaint
Benefits Sought
Usage Rate – Heavy User, Medium User, Infrequent User, Non-User
Stage in Adoption Process – Innovator, Early Adopter, Early Majority, Late Majority, Laggard

In the Internet era, we talk about one-to-one marketing. But remember, we still need to know as much about the consumer as possible so that we can best meet their needs.

Try to describe your target market(s) and market segments in as much detail as possible using some if not all of the criteria listed above. You may have to speculate at times, but provide a solid rationale for your argument.

SHEET THREE

SETTING GOALS AND OBJECTIVES

Objectives

You will need to identify four to seven key objectives for your marketing plan.

Objectives should be stated in terms of the outcomes expected from the marketing plan and from the promotional tools to be used.

A. Marketing objectives should include one or more of the following:

Examples:

1. Increase revenues by x% or x£ within the next year

2. Increase sales by x%, x£ or by unit volume by July 2002.

Increase profit by x%, or by x£ within the next financial year.
Increase market share by x% in 2001/2002.

In addition to revenue, sales, market share, and profits, marketing plan objectives should include one or more of the following promotion related objectives:

4. Build brand awareness (web site awareness)

Increase traffic
Sell products/services
Remind/reinforce/build loyalty
Inform of/demonstrate product benefits and attributes
Encourage brand switching
Establish and build distribution

B. Objectives should be both quantitative and qualitative.

Quantitative objectives follow the SMART format. Specific, Measurable, Achievable, Relevant and be set within a Time frame for achievement.

Quantitative objectives can relate to number of clients (volume of sales), revenues, market share, profits, practice awareness, etc.

Qualitative objectives reflect the philosophy that is driving your efforts and to less measureable objectives.

Eg: Build brand awareness

Contribute to the local community

Develop a culture which fosters innovation

Develop a culture which is honest and demonstrates

integrity.

Provide superior service and follow-up

SHEET FOUR

MEASURING MARKETING EFFECTIVENESS

A range of methods and software exist to monitor your site users and to measure the effectiveness of your marketing and promotional campaigns. The key is to begin with goals and objectives and then design your metrics to determine to degree to which you are meeting those objectives. Metrics should be determined at the same time the site is being designed.

Determine WHAT you will measure.

Some of the factors you may wish to measure are:

Site Traffic
Hits
Page views
Visits
Av. Time on site (stickiness)
Number of visitors
Where visitors came from (search engines, referring site, affiliates)
Path through site
Most popular pages
Most popular entry and exit pages
Av # of pages views (HTML) per visit
Day of week, time of day, hour
Total # of new visitors and repeat visitors
Most common visitors by IP address
Most popular regions of world/country/org.
Type of browser used
Type of operating system
Bad URL requests
Bad links from other sites
Most common HTTP responses (e.g. 200 series ok; 300 series indicates a problem; 400-500 error messages)

Promotional and Selling Activities

Effectiveness and profitability of:

.e-mail marketing

.banner advertising

.sponsorships

.affiliates

.publicity/P.R.

.other promotion.

Cost of customer acquisition
.% of visitors by promo technique
.# of items sold
Revenues per item/order
Orders per visit/page view
Revenue per visit/customer
Items per order
Revenue per referring site
Word searches on site
Track sales by department, category, manufacturer, product
Conversion rate

Evolution of the customer base

Growth in visitors to Web site
Visitor churn rate
Visualization technique: the customer life-cycle funnel
Growth in number of customers
Customer churn rate

Evolution of visitor behaviour

Visit depth: growth in pages viewed per visitor
Growth in purchases per visit per customer
Growth in total revenue of purchases per visit
Proportion of abandoned carts
Evolution of customer lifetime value

Participation in loyalty-related activities

Percentage of customers participating in a customer-loyalty program
Percentage of customers participating in referral programs
Response rates to online surveys
Response rates to direct marketing offers
Growth rate of the personalization index

Determine HOW you will go about monitoring these factors.

Consider:

Use of software
Use of professional services and which ones (eg: most web hosting companies can provide this a lot of information on visitors to your site).
In-house methods.
Focus Groups, Surveys

3. Determine HOW OFTEN each metric will be measured/assessed.

SHEET FIVE

PROFESSIONAL SERVICES

Following is a list of some of the professional services that you may wish to employ during various stages of your marketing plan and implementation.

This is by no means a complete list, so do further research into other potential services and software that may be of help.

Web Site Design
Domain Name Registering Company
Web Hosting Service
Search Engine Positioning and Optimisation Assistance
Content Providers
Merchant Bank Account Companies (Provider for Online Transactions)
Web Benchmarking and Measurement Services
Advertising and Design Agencies
Media Buying and Placement Services
Public Relations Specialists

SHEET SIX

UVP, Competitive Advantages, Brand Values and Positioning

A Unique Value Proposition - UVP (also known as Unique Selling Proposition – USP or Internet Value Proposition IVP) is what makes your product-service offerings unique and better than those of your competitor. You should be able to state your UVP in one or two sentences maximum. Some of the more “run of the mill” UVP’s claim to have “better quality” or “better prices” or “Better service”. If this is going to be your UVP, then you had better demonstrate that it can be achieved. However, a better UVP will be more unique, truly offering something that the competitors do not offer or do not do as well as you will do. Be a bit more creative than better price, better service, and better quality. Your USP will of course be part of your competitive advantages, but your competitive advantage (s) will be often more than what the customer can see. For example, one of your competitive advantages might be faster delivery than your competitors (this is something the customers can experience), however in order to achieve this, you might have invested in a new logistics system to make your delivery more efficient and accurate (something your customers might not necessarily see). So competitive advantages can be things that your customers see and experience as well as things that you do to your business to make it better in some way – cost, efficiency, service, etc., than the competition. Be creative and thoughtful here, but not fanciful. Be sure it is something you can deliver.

Your brand values will drive your promotional strategy. Your brand values are what you want the customer to think of as well as to experience when doing business with your company. They will be built upon your USP and competitive advantages, but will be more extensive in describing what your company stands for and what kind of experience the customers will have. (See Branding and Communications Lecture materials and readings).

The outcome of your positioning strategy is how consumers will view your company and product lines in relation to your key competitors along one or more key dimensions. These dimensions might be, for example:

High price------Low Price

Depth of Product Range-------Few Products

Top of the Line Products ---- Value for Money Products

Basics in Category-------Top of the Range in Category

The dimensions might also be experiential and emotionally based.

Branded/Aspirational ----- Basics in Category (No Brands)

A good strategy will tie together your UVP, competitive advantages, brand values and positioning strategy. They should be clearly linked and highly related.

For more information on these concepts, please consult your marketing resources

SHEET SEVEN

PROMOTIONAL STRATEGY - FRAMEWORK

In setting out your promotional strategy, I suggest that you use the following format:

PROMOTIONAL METHOD ONE:

eg: E-mail Marketing

Describe what the tool is and how you will use it. Provide details such as how often, to whom, via what list, etc. Provide an example of your email newsletter.

How Brand Values, Positioning Strategy and/or UVP will be conveyed using this promotional Method.

Explain how the above will be conveyed in your chosen promotional tool.

Which marketing/promotion goals this tool will contribute to achieving.

State which goal or goals will be achieved by the use of this tool (eg: This tool will help achieve customer retention and ……)

How the success of this method will be measured.

PROMOTION METHOD TWO:

eg: Linking Strategy

Describe how you will develop a linking strategy, specifically what sites or types of sites you will link with, etc.

How Brand Values, Positioning Strategy and/or UVP will be conveyed using this promotional Method.
Explain how the above will be conveyed in your chosen promotional tool
Which marketing/promotion goals this tool will contribute to achieving.
State which goal or goals will be achieved by the use of this tool (eg: This tool will help achieve customer retention and ……)
How the success of this tool will be measured.

This format should be used for EACH promotion tool you choose. Remember, for this marketing plan, I am only asking you to discuss on-line methods of promotion, although most companies today would use both offline and online promotional strategies.

Make sure to discuss how you will integrate your Strategy using Integrated Marketing Communications.

MKT3033

Assessment 3: Individual Report: Digital Marketing

Strategies and Tactics

Contents

1. Introduction	4
2. Methodology	4
3. Section 3: Implementation Plan	4
3.1 Strategies and Tactics to Achieve your Objectives	4
3.1a Design and Usability Factors	5
3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine Optimisation	10
3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site	12
Email Marketing	12
Public Relations	14
Social Media Marketing	14
Online Advertising	15
3.1d Generating Revenue	17
4. Section 4: Customer Service, Relationship and Loyalty Plan	17
5. Section 5: Time Line for Promotion Strategies	19
Social Media Marketing	19
Content Marketing	20
Email Marketing	20
Display Advertising	20
Affiliate Marketing	21
Public Relations	21
6. Section 6: The future	21
7. Conclusion	22
8. References	23
9. Appendix	27

Executive Summary

This report aims to develop e-marketing strategies and tactics for Boohoo PLC.

Firstly, strategies to increase the usability of Boohoo’s website include repositioning items from the drop down menu to the homepage, increasing the whitespace featured on the site and enhancing the speed of the website load time.

In order to better attract consumers to Boohoo’s site, SEO strategies have also been implemented. Strategies include separating embedded text in images to allow keywords to be indexed by search engines, improving Boohoo’s meta description, enabling users to share products via social media, increasing the use of long-tail key words and enhancing the quality of back links.

Subsequently, strategies to gain customer interest and desire where formulated. These involved creating a personalised email marketing strategy, developing a PR strategy to promote the app, creating original social media content by utilising famous Boohoo collaborators and promoting via display adverts.

Additionally, CRM strategies were developed to retain loyal customers via email marketing

and to convert brand terrorists to brand advocates.

A timeline outlining the execution of promotional activities for 2019 highlighted all-year- round use of social media, email and content marketing strategies.

Finally, a future strategy was developed for Boohoo to exploit the upcoming trend of searching via visual recognition. This would become a feature of the app and website to enhance user experience and Boohoo’s collection of data.

1. Introduction

This report aims to develop e-marketing strategies and tactics for Boohoo PLC. Firstly, objectives developed for Boohoo in report 2 will be outlined. Based on these objectives, section 3 will develop strategies and tactics related to the website usability, search engine optimisation (SEO) and promotional activities. Next, section 4 will outline strategies to retain customers through customer relationship management (CRM). Finally, a timeline for promotional strategies to be executed will be outlined in addition to a future strategies for Boohoo to also implement.

2. Methodology

This report has made use of various secondary sources which include marketing intelligence reports from Euromonitor and Mintel, textbooks, journal articles and various online sources.

3. Section 3: Implementation Plan

3.1 Strategies and Tactics to Achieve your Objectives

1. Increase web traffic by 15% within the first 12 months from implementation specific strategies

2. Increase Boohoo brand awareness through paid social media advertising

3. Increase number of Boohoo mobile app downloads by 20% within 6 months

4. Decrease bounce rate by 10% within 3 months

5. Increase organic search position - Google PageRank by 20% within 12 months

3.1a Design and Usability Factors

Boohoo’s website usability strengths currently lie within the sites ‘good’ mobile loading speed, of 2 seconds, optimisation, 95/100, and the sites use of alt-tags (PageSpeed Tools

2018; Phillips & Chaparro, 2009). However, the desktop website loading speed, 1.8s, ranked as ‘average’ whilst the sites optimisation, 65/100, ranked as ‘medium’ (PageSpeed Tools, 2018). Additionally, the design of the site can also act as a barrier to Boohoo’s usability (Chaffey & Smith, 2013). As seen in figure 1, the current site uses multiple typefaces and call-to-actions to draw emphasis, however, drawing users attention to everything on the site can overwhelm and effectively draw users attention to nothing (Mango Media, 2015). In addition to the many typefaces and colours used, excessive use of promotions can also lead to users becoming distracted or confused (Babich, 2018).

Figure 1: Boohoo’s Homepage

Source: Boohoo, 2018

Similarly, Boohoo’s navigation system uses a mega-drop down menu characterised by an extensive choice of categories and sub-categories, such as ‘dresses’, ‘party dresses’,

‘bridesmaid dresses’, ‘little black dresses’ , etc. Additionally, the drop down menu includes

items which can be perceived as out of context, for example promoting users to sign up to

‘Boohoo premier’ a next day delivery service (Boohoo, 2018). Due to Boohoo’s extensive choice list, categories/links can be cut off by the bottom of the page whilst the user is unable to scroll down to view as the navigation menu is ‘sticky’ (Halarewich, 2016).

Figure 2: Boohoo’s Drop Down Menu

Source: Boohoo, 2018

In order to enhance Boohoo’s website usability and user experience a new wireframe for the website has been developed (see figure 3). The main adaptions to the wireframe include the addition of looks from social media displayed via a carousel and a call-to-action for users to become a Boohoo member. Firstly, the inclusion of looks from social media aims to enhance the user experience by appealing to the target audiences preferences. As noted in the previous report, consumers purchase intent is more likely to be influenced by people their own age than celebrities. Furthermore, by utilising real people to showcase their product Boohoo can overcome the main barrier to online purchasing, which is

‘wanting to see the product first’ (Perks, 2017). Alternatively, Boohoo can enhance their user experience by removing the out of context membership offer from the drop down

menu to just below the fold on the website. This aims to reduce the capacity and time for users to scan taken up by the drop down menu and increase the predictability of the website design. To ensure predictability of the website design the position of the membership sign up will be permanently place just below the fold (Babich, 2018).

Figure 3: Boohoo Wireframe

Logo

New in Womens Mens Kids Sale Inspire

Womens Promo Email Sign-up Promo Mens Promo

Shop Womens Shop Mens

Above the Fold

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Latest Campaign/Collaboration

Despite the few small adaptions, the wireframe has predominantly remained the same. This is because the current design leads itself to usability, on mobile and desktop, and aligns with the Boohoo’s positioning and brand values. As established in assignment 2, Boohoo is positioned as a fast fashion company that targets cost conscious consumers. Therefore the hierarchy of placing promotional offers just below the navigation menu caters to the target audiences’ demand for promotional offers (Perks, 2017). Furthermore, competing fast fashion sites, such as nastygal, prettylittlething and missguided place promotional links below the navigation menu, subsequently establishing the placement as predictable and convenient to the target audience. Therefore significant changes to the predictable format can negatively impact upon customer satisfaction and perceived value of Boohoo’s service (Ganguly et al., 2010). Finally, Boohoo’s mega drop down menu has also largely remained the same as the broad and shallow strategy can positively influence the SEO ranking and visitor conversions (Crestodina, 2018).

In order to differentiate Boohoo from its competitors with similar formats the execution of the wireframe will be focussed on. This includes the content, features and functionality which are developed on top of the wireframe created. As seen in appendix 1, white space and clarity can be generated by using simple backgrounds in images, increased spacing between characters and images and using minimal text and typefaces (Karol, 2016). This content strategy not only enhances the user experience by simplifying and improving interactions, it also differentiates Boohoo from direct competitors (Babich, 2017). Boohoo’s differentiated design aims to position Boohoo at the higher end fast fashion market. Furthermore, the new higher end positioning can increase consumers perceived value for money, the greatest influence on purchase decision (Goody, 2016).

Finally, Boohoo can also enhance its usability by improving upon the ‘average’ loading speed of the website (PageSpeed Tools, 2018). This can be achieved by using the site convert binary to compress PNG, JPEG and GIF images (PageSpeed Tools, 2018). Additionally, Boohoo can cache more resources on their homepage, for example the now permanently placed membership sign-up header (PageSpeed Tools, 2018).

In response to the proposed changes to Boohoo’s wireframe and website design, measurements to test the sites usability will be implemented. As seen in table 1, Boohoo will measure download delay and site traffic daily to ensure operational inefficiencies are avoided as the site is updated daily with new promotional offers (Palmer, 2002). Additionally, page views of links on the homepage and task completion of the newly positioned membership sign up link will be measured weekly as increased views and shorter completion of task time can highlight enhance performance of the site (Nielson,

2001).

Table 1: Boohoo’s Usability Metrics

Usability Metric	Frequency
Download Delay	Daily
Site Traffic	Daily
Page Views (those directly linked to on the homepage)	Weekly
Task Completion	Weekly

3.1b Getting Customers Attention – Driving Traffic to the Site: Search Engine

Optimisation

This next section of the report focusses on achieving objectives 1, 2, 3 and 5 by optimising

Boohoo’s search engine ranking.

Table 2: Search Engines Boohoo Selected:

Search Engine	% of Global Traffic
Google	91.4%
Yahoo!	2.93%
Bing	2.83%
Baidu	1.04%
YANDEX	0.41%

Source: StatCounter, 2016

These 5 search engines have been selected for Boohoo to target as they possess the largest share of global traffic and offer a more tailored approach to targeting Boohoo’s international markets (StatCounter, 2016).

The content and usability can improve Boohoo’s SEO, as the amount of indexable keywords needs to be increased (Moz, 2018). Search engines, such as Google, are currently unable to identify keywords on Boohoo’s homepage such as ‘shop festival’ or

‘boohoo man by French Montana’ (see figure 1) as the text is embedded inside the images

(Fritz, 2018). Therefore Boohoo must ensure keywords are separate from images, additionally, images can be further optimised by describing the content of an image via alt text (Fritz, 2018). However, Boohoo must establish relevant keywords to those being searched and to the target audience are being utilised to enhance their search ranking. Top searched keywords related to Boohoo’s top selling items, dresses and tops, can be seen in figure 4. Alternatively, Boohoo can also utilise long-tail keywords to avoid intense

competition to rank and increase the chance of a conversion (Fishkin, 2016). These keywords are phrases likely to be searched by Boohoo’s consumers, such as dresses under £10, which are not currently being utilised by Boohoo.

Figure 4: Top ranking keywords for Boohoo

Source: Google Adwords, 2018

Another strategy to better Boohoo’s search engine ranking is to increase the click-through- rates (Oakes, 2018). This can be achieved by developing Boohoo’s meta description to attract organic traffic (Rezabek, 2016). Boohoo’s current meta description fails to address all of the consumers being targeted such as mens and kids, see figure 5. Therefore to increase possibility of click-throughs the meta description will be adapted to include mens and kids and furthermore the discounts offered by Boohoo as a call to action to increase conversions.

As mentioned previously, one of the main influencers driving purchase decision is the

impact of a friends opinion. Therefore providing users with the ability to share Boohoo products via social media can reduce this barrier to purchase and enhance the rate of conversion. This will be achieved by hyperlinking social media icons such as Facebook,

Twitter, Instagram and Pinterest below the display of the product for users to share.

Figure 5: Boohoo Meta Description

Finally, offsite semantics such as quality back-links can also influence the Boohoo’s SEO (Moz, 2018). This will be achieved by building relationships with site owners such as bloggers by sending them promotional offers, clothes and general incentives to include Boohoo’s link on their page (Napier, 2018).

3.1c Getting Customers Interest, Desire and Action – Driving Traffic to the Site

Email marketing

One of the most effective ways to gain consumer interest is through email marketing. This allows Boohoo to create owned media content which can be tailored, tracked and targeted (Rettie & Chittenden, 2003). First of all, it is important to encourage website users to sign up to Boohoo’s mailing list. However, Boohoo only dedicates a small corner at the bottom of the website with limited appeal to the customer. In order to enhance the option of customer sign up a second sign up link will be added above the fold and incentivised with a promotion as seen in the new wireframe (Gao, 2018). An additional factor that will be incorporated to the sign up process is to request the users name and category of clothing they are interested in and double opting of their email. This allows Boohoo to personalise the email and increase the percentage of click through rates by 14% and conversion rates by 10% (Courvoisier, 2017). The wire frame for the pop up box can be seen below, this will

be shown once the user clicks on the email sign up in the promotions banner. Additionally, for the first email letter can be seen in appendix 2.

Figure 6: Wireframe for email sign up

ENTER FIRST NAME

Select category that interests you most: Womens

Mens

Kids

Thanks for Signing up!!

Your discount is on its way

ENTER EMAIL

VERIFY EMAIL

The design of the first email aims to align with Boohoo’s target audience of women 16-30 years, whilst emails for men and kids will follow the same wireframe. Furthermore, the aesthetic aims to maintain Boohoo’s young and fun feel but also employing the simplicity strategy by increased whitespace as previously mentioned. In general Boohoo’s marketing emails will contain a concise subject length of no more than 10 words and be personalised to the users name. Furthermore, at least 8-16 links be embedded within the email and an option for social sharing will be incorporated into every email. These actions will increase the percentage of emails opened and engaged by users (MailChimp, 2018). Email updates will be sent to users 2 times a month. This aligns with the target audience as 54% of females 16-24 years buy clothes once a month or more (Sender, 2017). However mens and kids clothes are brought less frequently, therefore, will be sent updates once a month. Finally, the success of the marketing campaigns will be measured by open rates, click through rates and revenue per email.

Public Relations

Implementing a PR strategy cannot only attract users attention and drive traffic to the site but also improve the SEO ranking through credible backlinks (Morris-Warburton, 2017). The strategy to be executed will aim to promote Boohoo’s app and products via blogs, popular Snapchat publisher channels such as Refinery29 and People and other online journalists that align with Boohoo’s value proposition. The success rate for PR campaigns will be monitored via the percentage of visitors entry to the site from the relevant backlinks, landing page and subsequent conversion.

Social Media Marketing

Another type of owned media Boohoo should take advantage of is their social media pages. Boohoo operate social media accounts on Facebook, Twitter, Instagram, YouTube, Pinterest and Snapchat. Utilising these platforms can be one of the most effective strategies for Boohoo to engage with their target audience and increase Boohoo’s awareness across social media (objective 2) (Bolsinger, 2018). Strategies implemented to generate increased consumer awareness include formatting products from the website to be shared, frequent trend and entertainment updates, competitions and influencer advertising. Additionally, Boohoo can leverage their collaborations with celebrities such as Zendaya and French Montana by creating content for social media such as interview/ challenge videos for YouTube. The table below illustrates the frequency of posting across Boohoo’s social media platforms to achieve maximum clicks and engagement in relation to their following (Patel, 2016).

Table 3: Social Media Posting Frequency

Platform	Frequency of Posting
Facebook	2x daily
Twitter	2x daily
Instagram	3x daily
Snapchat	5-6x daily
YouTube	1x month
Pinterest	3x weekly

Online advertising

This form of paid media can generate awareness, increase sales and drive customer loyalty for Boohoo (Cooper, 2018). This will be achieved through display advertising on third party sites, and retargeting. Firstly, display advertising campaigns will communicate to users after being segmented demographically, behaviourally and contextually using Google Display Network (Brooke, 2018). Therefore Boohoo can ensure third party sites which align with their brand values can be targeted, for example articles which use keywords such as fashion, beauty and makeup can be selected (Google Display Network,

2018). A mock-up of the display advert can be seen in figure 7. This advert aims to catch

the users eye by simply including the branding, promotional incentive and call-to-action. The design size is developed based on a mobile first approach and will subsequently be up-scaled to fit the desktop format. Additionally, this display advert will be run on affiliate sites which provide owners a commission of 7% on each sale. Finally, the low cost option of a static advert has been selected as Boohoo’s competitive advantage depends on reduced costs (Bloomberg, 2018). Therefore based on the success of the initial advert campaign developments into rich media designs will follow. Success of the campaign will be measured by monitoring conversions from the campaign and return on investment.

Figure 7: Boohoo Display Advert

Up to 20% off

Womens Clothing

SHOP NOW

Alternatively, retargeting adverts will be sent out to users based on the cookies collected. This aims to drive customer loyalty and can be a more cost effective approach for Boohoo to employ (Brooke, 2018).

Table 4: Companies Boohoo Will Collaborate With:

Company	Description
Silverpop	Silverpop will be utilised to send emails to Boohoo’s signed up users. This certified mailing server prevents Boohoo’s emails being transferred to the users junk or spam box (Rettie & Chittenden, 2003).
Google Analytics	Google Analytics will be used to monitor Boohoo’s usability metrics, website performance and promotional effectiveness.
Google Keyword Planner	Google Keyword Planner will be used to optimise Boohoo’s search engine position by enhancing the keywords used on the website and the App (Google Adwords, 2018).
Google Display Planner	Google Display planner will be used to develop and track the performance of display adverts.
Screaming Frog	The digital marketing agency Screaming Frog has been selected as Boohoo’s competencies do not lie within marketing. Screaming Frog have established connections with key publishers, bloggers, journalists & influencers to develop Boohoo’s PR strategy. Screaming Frog can also help develop Boohoo’s content strategy for the blog and YouTube channel (ScreamingFrog, 2018).

3.1d Generating Revenue

As briefly mentioned Boohoo will further take advantage of collaborations with celebrities to create content for social media. In addition to gaining customer awareness, Boohoo can also monetise from generating views. This is achieved by signing up to an AdSense account on YouTube to allow adverts to be run before and during videos (YouTube, 2018).

4. Section 4: Customer Service, Relationship and Loyalty Plan

In order to solidify Boohoo’s attracted target audience as loyal customers, CRM strategies will be implemented. This can be the most cost effective marketing technique for Boohoo to achieve the objectives set, such as increase web traffic and app downloads (Chaffey & Ellis-Chadwick, 2016). Strategies to achieve these objectives involve the development of a email marketing and display campaigns. Additionally, a CRM strategy to improve Boohoo’s brand image and customer satisfaction will also be developed.

Firstly, existing customers who have signed up to Boohoo’s mailing list will be sent exclusive updates and promotional offers to drive traffic to the site. These offers can be segmented and customised to the loyalty of the customer based on the recency, frequency and monetary value of the user’s purchase (Chen et al., 2009). This aims to build an emotional connection with loyal customers and add value to the whole purchasing experience, aiming to reposition Boohoo’s customer relationships from utilitarian to holistic (Beyond, 2017). Furthermore, Boohoo can leverage the loyalty of established customers to cross-sell the app to (Cummins et al., 2016).

Customer loyalty will also be managed through the display advertising strategy. This will be

achieved by offering loyal customers greater promotions and personalising the advert to highlight the exclusivity (see appendix 3). By personalising the advert Boohoo can

increase the click through rate, memorability and engagement of customers (Sugrue,

2017).

In addition to email marketing and display adverts, Boohoo will increase participation in managing customer complaints. Complaints negatively effecting Boohoo’s brand image include YouTube videos such as ‘I spent $500+ on Boohoo this is what I got! really?’, which consequently received 2.1 million views (Bright, 2017). Converting these brand terrorists to brand advocates can be valuable to Boohoo as these users are content creators which can spread positive word-of-mouth to convert and attract other users (Johnston, 2012). In order to convert these users one-on-one strategies will be implemented. This includes, offering users money back, personalised offers, promising to make adaptions to the products or services and creating content to disprove complaints (Salesforce, 2018). By utilising the site socialmention the sentiment associated with Boohoo can be measured and negative content can be traced and consequently managed (socialmention, 2018).

5. Section 5: Time Line for Promotion Strategies

Table 5: Boohoo Promotional Activities Timeline

Month of Year (2019)

Promotional

Strategy

Jan.

Feb.

Mar.

Apr.

May

June

July

Aug.

Sep.

Oct.

Nov.

Dec.

Social Media

Content

Marketing

Display

Advertising

Affiliate

Marketing

Public

Relations

Social Media Marketing

As mentioned, paid, owned and earned media will be generated throughout the year via social media marketing. These platforms enable Boohoo to reach and engage with the target audience on a peer and low interruption level (Scott, 2015). Furthermore, Boohoo can connect with the target audience throughout the customer journey from gaining customer attraction to managing customer retention. Therefore paid social media, such as influencers, and owned media will be utilised to gain customer attraction and interest by creating content that is entertaining and original to increase shareability or earned media (Ashley & Tuten, 2015). In addition, social platforms will be utilised to build and recover relationships with consumers through CRM strategies.

Content Marketing

In addition to current content being created on the blog and on social media, content will also be created for Boohoo’s YouTube page at least once monthly. This frequency of posting aims to align with 16-24s increasing substitution of daily TV watching for YouTube videos (Flowers, 2017). Additionally, views can be increased by creating entertaining content and featuring well known personalities, such as Kylie Jenner’s friend Jordyn Woods, which Boohoo have previously collaborated with (Kunz & Hackworth, 2011). Furthermore, compelling and popular content created on YouTube can provide Boohoo with an additional source of generating revenue (Anderson, 2014).

Email Marketing

Supplementary to social media and content marketing, email marketing also provides Boohoo with a cost-effective way of engaging with consumers through owned media. Due to the target audiences monthly consumption of fast fashion items, this promotional strategy will also be practiced throughout the year (Perks, 2017). Users will be offered promotions and exclusive information to increase customer retention, email marketing will also be utilised to cross-sell the app.

Display Advertising

This form of promotional strategy will be utilised less frequently in accordance with the four fashion seasons and target audiences spending propensity (WeConnectFashion, 2018). Display adverts will be placed on third party sites such as, Refinery29 and People magazine as well as through Boohoo’s affiliate scheme.

Affiliate Marketing

Affiliate marketing will be utilised throughout the year, and closely managed. As Boohoo is a fast fashion company, product lifecycle’s are short. Therefore displayed adverts need to be regularly updated to ensure the alt tags lead to an existing landing page.

Public Relations

Finally, PR activities will also be staggered throughout the year which will focus on promoting the app and subsequent updates.

6. Section 6: The Future

As mentioned in the previous report, there has been an increasing growth of searching via visual recognition (Euromonitor, 2018). Boohoo will utilise this trend to form an additional feature within the app and on the website. Consequently, achieved by creating a search tool which allows users to upload a photo they have taken or a picture from the internet of an outfit, which decodes the image to match with similar Boohoo products. In order to optimise this search tool Boohoo will need to attach detailed descriptions within the images meta data (Euromonitor, 2018). This feature will also allow Boohoo to collect data on customer needs and wants, as a fast fashion producer Boohoo can consequently respond by creating highly search products.

Following the launch of the visual recognition feature Boohoo will implement extensive

marketing strategies to inform and educate consumers how to use it. Firstly, a start up guide will be developed to educate users through the process which be outlined on a newly dedicated landing page. Additionally, promotional activities will also be implemented. This includes, the creation of content across all social media platforms, PR and email marketing.

7. Conclusion

Overall, this report established strategies for Boohoo to implement in order to achieve objectives set from report 2. Specifically, strategies to enhance the usability of the website included adaptions to the drop down search bar, content and design which consequently enables Boohoo to decrease the site’s bounce rate. Alternatively, search engine optimisation strategies such as indexing keywords, improving the meta description, increasing use of long-tail keywords, quality back links and product social sharing were implemented. These strategies focus on increasing website traffic and Boohoo’s organic search position. Additionally, promotional strategies such as PR, display adverts, email and social media marketing can also increase the website traffic as well as increase customer awareness and app downloads. Finally, CRM strategies were also implemented to encourage customers to spread positive word-of-mouth and to maintain the success of the achieved objectives.

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9. Appendix