Question

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, what did the business owner do right and do wrong regarding his e-commerce activities. 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 are required to have 1 page for positive points for the business owner and 1 page for negative points. Number your points and put your best/strongest answers first.

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.
identifying 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 he
didn’t think visuals 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.

Answer 1

Positive points:

1. Firstly, the owner of the business realized the need and benefits of using e-marketing strategy to promote the company.
2. Market study. The owner took initiative to study his competitors in the market. A thorough analysis of their services, strengths and weaknesses was done. He focused on analyzing the market conditions as well.
3. Then, he decided to design a customized website which was user-friendly as customers could easily navigate through the website and find their desired services.
4. He used testers to test the effectiveness and performance of the website and revised with necessary changes w.r.t. the suggestions and feedbacks of testers.

5. 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

6. He personally decided in terms of SEO and wrote a few relatable articles which were published and helped create awareness and promote the organization's services.

7. Took feedback received from customers w.r.t. blogs seriously.

8. Displayed sense of confidence and independence.

Negative points:

1. Only the owner is involved in the e-marketing project. He ought to have a team who would help him achieve higher benefits through innovations and creative thinking. Thus, team work is essential for such projects.
2. He did not thoroughly study the e-marketing tools prior to implementing.
3. On loosing money and not gaining benefit, he decided to discontinue the initiatives except website and blogs.a and returned to traditional marketing techniques.
4. Did not collaborate with specialists in the field nor consult any employees and customers for feedback..
5. Did not try to change strategy of implementation .
6. Lacked planning and decision making.
7. The owner could not update or use Facebook to its true potential.
8. Could not reap the benefits of Instagram or Pinterest
9. didn’t think visuals provide a major value add to the core business of servicing e-products.
10. the owner did not pursue twitter as he though tweeting was not having the required potential.