A business scenario will be given and you are to troubleshoot and
list via numbered responses those factors that the business owner did correctly
and incorrectly in carrying out his initiatives. You have a maximum of 1 page for positive points for the
business owner and 1 page for negative points. You are to skip a space
between each point that you list. Number your points and put your
best/strongest answers first. So basically, you are listing a bunch of positive
and negative points. (I will attach a copy of the direction) If there is any other
question you can message me.
internet_marking_paper.doc

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Below is an internet marketing scenario that was conducted by a small business.
Your job is to brainstorm and list the areas/points of success and failure that the
business owner undertook. In other words, using concepts covered in class, what
did the business owner do right and do wrong regarding his e-commerce activities.
Format of answers:
You are to troubleshoot and list via numbered responses those factors that the business
owner did correctly and incorrectly in carrying out his initiatives. An example of a
potential negative factor in e-commerce tactics is below:
1) When the business owner posted product reviews on Amazon in an attempt to market
his company he did not include a link to his website.
You have a maximum of 1 page for positive points for the business owner and 1 page for
negative points. You are to skip a space between each point that you list. Number your
points and put your best/strongest answers first. Your final document to be emailed is 2
pages (1 page of positives and 1 page of negatives).
Format of responses is Times New Roman size (12) with borders of the document of 1
inch top, bottom, left and right.
Business Scenario
Background
A small business which focused on Computer/E-product services (computers and
electronic products) for residential households, wanted to expand its reach into the digital
economy. Its existing marketing consisted of advertising in local papers and direct
mailing tactics (brochures, Valpak coupons etc). The small business focuses on trouble
shooting computer systems and setting up electronic products for households (e.g.
indentifying and cleaning systems of viruses and downloading anti-virus software,
defragmenting hard drives, installing new software, suggesting and installing apps,
enabling smart phone/tablet functionality and integration among e/digital devices). The
owner of the company planned to leverage the digital market by designing a website and
incorporating a number of e-marketing initiatives.
The first initiative the owner undertook was to study the market sector that he was in.
This included the competitors in the area, their websites, the existing hubs and sub-hub
sites that existed and took the time to clarify how his business fit in this sector.
The next initiative was to design a website that communicated the focus of his services to
navigators/visitors that came to the site. The site design incorporated many well
established design conventions as he utilized many aspects of the book “Don’t Make Me
Think”. The owner actually had the site tested many times and he addressed many of the
essential shortcomings noted by testers. One website tactic he decided to create himself
following the testing process was a page on the site that included extensive verbiage that
required smaller font, that described the process of how the company would help
customers with various electronic product’s needs. The owner was now ready to initiate
e-marketing initiatives.
The owner selected the following tactics because of their perceived effectiveness.
1) SEO (Search Engine optimization)
2) Article Marketing
3) Facebook (ads)
4) E-Mail Marketing
5) Paid Search Advertising on Google Search
6) Internal and External Blogs
The owner conducted SEO himself and decided the phrase “Electronic Product Fixing”
was catchy and imbedded his home page with this phrase as much as possible with the
hope that search engine algorithms would pick up on his site. He also wrote a few
articles on the importance of ”integrating e-devices into everyday activities” and
imbedded the key phrase “Electronic Product Fixing” as much as possible throughout the
content of the article to drive short term sales. The owner was able to have his articles
posted on complementary sub-hub sites that were established market players in his niche.
The bottom of his articles included a signature link to his site’s homepage that had a brief
description of the company. On his homepage, the owner placed a Facebook logo, since
he was aware that it was a convention now for businesses to use Facebook. However he
did little work on using/updating the Facebook as he felt it was simply an information
resource for customers.
The owner decided to pursue Facebook’s paid advertisement component and focused a
short ad that mentioned a popular service at a discount to targeted users. He ran it for a
few months maintaining a realistic budget. Since he didn’t have a network of followers
he didn’t pursue Instagram or Pinterest and didn’t see the value in these tactics since
visuals don’t provide a major value add to the core business of servicing e-products.
Finally, the owner did not pursue twitter as he though tweeting was for birds.
The business owner then contacted a company that stored email addresses. For a fee, the
owner could purchase email addresses of local businesses. He purchased a few hundred
local business emails and sent out email messages that included the message “Learn how
to use your electronic gadgets the right way. Arrange a house call with the Digital
Fixer”, and included a link to the site. He ran one email blitz (one email per address) and
turned his focus to the next initiative.
The owner decided to go after Paid Search (Pay Per Click Advertising on Google). He
decided to promote one other key phrase “Best App Installer” in addition to his main
phrase mentioned earlier “Electronic Product Fixing”, because it seemed catchy as well.
The owner was quite happy because the cost per click for these phrases was extremely
cheap. He promoted these key phrases for a few months with Pay Per Click. However
after the third month, the owner cancelled his PPC initiatives because they weren’t
driving much traffic at all and the bounce rate (bounces per visit) from visitors was
extremely high.
Finally, the owner established a blog in a separate section of the site. He used this
section to extract feedback from customers and visitors and posted interesting news on
digital devices. He consistently provided sound information that addressed the concerns
of those who posted blog questions and also created a FAQ answer section (answers to
frequently asked question) on his site that addressed blog issues that were repeatedly
listed by customers.
Regarding external blogs, the owner identified electronics products companies that had
blogs and he posted numerous issues/messages on each blog that included information
about set-up, functionality and integration of electronic products to gain exposure as well.
After about six months the owner of the business decided to cease all his e-marketing
initiatives except the website and blog, because the tactics were using up time and money
and didn’t seem to be increasing any noticeable sales. He decided to concentrate on his
original marketing tactics (e.g. advertising in local print media and direct mail), where
these traditional advertisements did include a short message that said, learn more about
our digital product services at our website and included a link.

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