BSBMKG510 Plan e-marketing

Communications
Assessment task 1

Assessment 01: Prepare for e-marketing plan (Project)

Tasks

Activity 1A

Objective To provide you with an opportunity to determine electronic

marketing (e-marketing) purpose and objectives reflecting
organisation's strategy, direction and values, in consultation with
 relevant personnel.
Activity 1. What is electronic marketing? Give examples.

Electronic marketing (e-marketing) is the application of marketing

techniques
and principles through electronic media and it is a valuable
complement to
traditional marketing. It is the process of using a range of digital
technologies to
help sell your goods or services.

The technologies that may be used include:

 The internet

 Emailing

 Websites

2. Give examples of the advantages of electronic marketing.

 The return on investment (ROI) can far exceed that of traditional

marketing strategies

 It can reach millions of people meaning organisations can have

truly global reach It gives opportunities to access potential
customers from
all over the world on a small budget

It allows organisations to reach customers in a wide range of ways

It enables organisations to offer a wide range of products and

services

3. Engage in a workplace consultation (or a simulated workplace

consultation)
and determine the purpose and objectives of your electronic
marketing
needs? This activity question will need to be observed by your
trainer/assessor or third party, so that observations are recorded in
the
observations and demonstrations checklist.

Purpose
 The purpose of an organisation's e-marketing activities are to do
internet
advertising and distributing information of product via internet.

Objectives

 To increase revenue

 Build a brand awareness

 New customer acquisition

4. Give three example objectives that relate to your own

organisation. Explain how you have ensured that these are
SMART.

 10% Increase in visits to company website

 Improved conversion rate for 10% in the next year

 Increase online sales for all products by 15% in the next year

There objectives are SMART because:

 The objectives of the e-marketing activities are clear, well-defined

and
unambiguous.

 The objectives are include measurable terms such as outcomes and

key
performance indicators

 The objectives are define what actions need to be taken

 The objective should be sensible and realistic

 The objective specify any time frames of deadlines

Activity 1B

Objective To provide you with an opportunity to develop an e-marketing

strategy or plan that addresses aims and targets of
organisation's existing business or marketing plan, and is
consistent with organisational and budgetary requirements.
Activity 1. What is an e-marketing plan?
Marketing plan should outlines what plan to do in terms of online
marketing and creating an effective plan requires researching,
analysis, experience and a thorough knowledge of the online
industry. Marketing plan should be measurable and easy to deploy.

2. What sections does an e-marketing plan include?

E-marketing plan may include the following sections:

 Summary

 Situation analysis

 Objectives

 Strategy

 Tactics

 Budget

 Legal issues.
.
3. For one product or service related to your own organisation,
develop a brief e-marketing plan.

Summary

The aim of this e-marketing plan is to present new product line

marketing of
Amorn cosmetics. Amorn cosmetics is Thailand's most popular
cosmetic. There brand is providing the new lipstick colour range for
this summer to get attack for new clients, comeback customer to
shop the brand and to increase company profit and royalty
customer.

Situation analysis

Internal environment may include:

Customers

Amorn cosmetics clients are most of office woman and wives of

professionals who's age between 20-54 Years old for 75% and 5% of
other age. Their household income approximately $150,000.

Competitors
Amorn cosmetics competitors would include:

 M.A.C

 CoverGirl

 Laura Mercier Cosmetics

 Bobbi Brown

 Napoleon Perdis

Market

 The best seller of Amorn cosmetics had sold in average lipstick in

70%, translucent airbrush-finish powder in 20% and concealer for
10%

 Amorn cosmetics market share is 10%

Current online proposition.

Shopping shoes online at Amorn cosmetics is easy. We want to keep

our customers happy when they're shopping for the right cosmetics
- so that's why we provide the fastest and easiest online shopping
experience around. We don't currently offer store pick-up at the
moment. We're working on it, though!

Objectives

 10% Increase in visits to company website

 Improved conversion rate for 10% in the next year

 Increase online sales for all products by 15% in the next year

Strategy

We will advertise the new lipstick colour range for this summer by
conduct the clip advertisement through company's official website
and Youtube ads.

Tactics

A summary of digital marketing mix

In this project, we will present out clip video ads through website
and Youtube for 2 week before the project start.
The tools that you intend to use

We would use Youtube ads and clip video viral marketing to run this
project.

The reasons why you have chosen each tool

The reasons why you have chosen each tool because there tools are
useful and match with our target market well. Viral video marketing
is word of mouth in electronic context and it uses the
connectedness of the internet and its social network characteristics
to build brand awareness. Youtube offers a type of advertising that
can target niche social groups using the profile information that
they volunteer through sites.

Details of the implementation of your chosen tools

We will conduct to develop and implement the shot clip video for
32 sec. Then present this clip on our website and Youtube ads.

How each tool will be targeted

The target of present clip video on the website is our current

customer and target of present clip video on Youtube is to attack
new customer.

How you will measure the performance of each tool.

To measure the performance of each tool, I would the method as

follow:

 Data recording

 Media vehicle audience measurements

 Measure the amount of sales that we have received

Budget

Total campaigns cost: $20,000.00

Task Cost($AUD)
Advertising
Clip video production 8,000
Website 5,000
Youtube 5,000
Other related costs
 Office material (paper, pen,
printer,etc)

Legal issues

Law and legislation that would affect Project would include:

 Codes of practice, e.g. Australian e-Marketing Code of Practice

 Confidentiality

 Cultural expectations and influences

 Ethical principles

 Legislation

 Policies and guidelines

 Privacy

 Regulations

 Social responsibilities e.g. protection of children, environmental

issues

 Society's expectations.

Activity 1C

Objective To provide you with an opportunity to develop a value

proposition for e-marketing strategy or plan.
Activity
1. What is value proposition?

 A value proposition is a marketing statement that summarises

why a customer should buy your product or service. This value
proposition is critical if you want to start the journey of
transforming your idea and you should use this statement to
target the customers that will benefit most from your product or
service. It should be concise, yet specific and appeal to your
customers' strongest decision-making drivers. You will need to
 develop a value proposition as part of your e-marketing plan.

2. What should your value proposition do?

Your value proposition should:

 Describe target buyer

 Identify the problem that you solve

 Explain how you are better than the alternatives

 Convince customers

 Explain what benefit you provide

 Describe how you do this well.

3. What are the five steps needed to develop a value

proposition?

There are five steps needed to develop your value proposition,

including:

 Knowing your customer

 Knowing your product

 Knowing your competitors

 Distilling the customer-oriented proposition

 Pulling it all together.

4. For a product or a service that is related to your own

organisation, develop a value proposition.

 Keep in touch with the colour of summer

Activity 1D

Objective To provide you with an opportunity to identify, cost and detail e-

marketing tools for the organisation and its products and
services in the e-marketing strategy or plan.
Activity 1. Give examples of e-marketing tools.
 Pay-per-click (PPC) search advertising

 Customer relationship management

 Viral marketing

2. Choose two of your examples, explain them in more detail and

discuss their advantages and disadvantages.

Customer relationship management (CRM)

This e-marketing tool is a software system used for maintaining

sales and marketing data.
It brings different information together, such as:

 Sales patterns

 Future trends

 Marketing data

 Customer data
.
The aims of bringing this information together include:

 To empower and improve relationships with the customers

 To identify new sales opportunities

 To offer personalised services and offers

 To deliver improved customer service.

Viral marketing

Viral marketing is word of mouth in electronic context and it uses

the connectedness of the internet and its social network
characteristics to build brand awareness. For example, people pass
things on, share things and give recommendations. This tool is only
limited by the marketer's creativity.
Other e-marketing tools and techniques include:

 Electronic advertisements such as:

o affiliate marketing
o auto responders
o banner exchanges
o bulk email
 o directory listing
o e-zine and webzine publishing as a marketing tool
o free for all (FFA) sites
o free or paid classifieds
o news groups
o pop-up advertisements
o search engine submission

 Interactive TV
 Media, such as:
o bulletins
o chat rooms
o emails
o facsimiles
o websites

 Mobile technology, such as:

o 3G mobile phones
o personal digital assistants (PDAs)

 Online, such as:

o catalogues
o customer services
o press releases
o surveys

 Web rings.

3. What may the cost of your e-marketing depend on?

The costs of your e-marketing tools will depend on the types that
you choose. There is no exact figure as to how much you should
spend; it can depend on many factors.

These factors may include:

 The e-marketing tool(s) that you choose

 The products or services that you are selling
 Your available budget
 How easily your potential customers can be found
 How tight your competition is
 How important brand exposure is.

4. What does CPM stand for and what does it involve?

 Cost per mile (CPM)

With this model, you only pay for the number of people that are
served by your advertisement.

5. What does CPC stand for and what does it involve?

Cost per click (CPC)

With this model, you pay for only the number of people that click
on your advertisement

6. What does CPA stand for and what does it involve?

Cost per action (CPA)

With this model you will pay for the number of people who
complete a transaction.

Activity 1E

Objective To provide you with an opportunity to identify and incorporate

e-marketing approaches, tools and strategies to reach target
market and achieve objectives.
Activity 1. What characteristics should your target market look at?

Your target market should be identified within your e-marketing

plan. It looks into the group of customers that you have decided to
aim your marketing efforts at and it shouldn't be too general.

You should consider a variety of information about your target

marketing, including:

 Age
 Gender
 Marital status
 Demographics
 Interests
 Hobbies
 Occupation
 Income level
 Education level
 Lifestyle

2. What are the advantages of incorporating e-marketing tools?

A combination of e-marketing tools can work together successfully
and they stronger than just using a single tool. When different
things are combined, can often achieve something exceptional.

There are many advantages of incorporating different e-marketing

tools, including:

 It helps to maximise your online presence

 It maximises the visibility of your organisation and product for
potential customers
 It helps to builds people's trust.

3. For a product that relates to your own organisation, identify

the target market and your e-marketing objectives. What
combination of e-marketing tools could you use in order to
reach your target market and meet your objectives?

Target market
Demographic
Age range 25-54
Gender Female
Income Approximately $150,000
Marital status Roughly half of this group will be married
Cultural Various racial backgrounds
background
Occupation Female professionals and wives of
professionals
Psychographic
Lifestyle There are beauties conscious and interested
in looking after their well-being using holistic
approaches to health.
They live an active life, occupying themselves
with any combination of work, study, raising
children, staying fit and healthy, and
socialising.
hey consider taking care of their skin a major
priority.
They live an active life, occupying themselves
with any combination of work, study, raising
children, staying fit and healthy, and
socialising.

They are becoming increasingly aware of the

adverse effects of chemical-based skin care
products.
They are searching for a skin care regime
 based on natural products which won't harm
their body or the environment.
They are looking for natural skin care
products which are good value for money
and will leave their skin looking radiant and
help fight aging.

E-marketing objectives

 Increase in visits to company website

 Improved conversion rate
 Increase online sales

Combination of e-marketing tools

Combination of e-marketing tools could we use in order to reach

our target market and meet our objectives are:

Social networking

Present our short clip video ads on Youtube

Viral marketing

Put the clips advertise on company official website

Activity 1F

Objective To provide you with an opportunity to ensure e-marketing

strategy or plan includes an action plan, schedule and budget
estimates for developing and implementing e-marketing
strategies.
Activity 1. What is an action plan?

Action plan will be included within the tactics section of your whole
e-marketing plan and should describe how you will implement your
strategy. Within this action plan, you should define the tools that
you will use along with the paths that you will take in order to
achieve your objectives. You should take each of your objectives and
figure out what it will take to achieve it.

2. What is a schedule?
 Within your e-marketing plan, you should include a schedule that
documents what you will do and when. For example, if you intend to
use email as an e-marketing tool, your schedule will give the details
on when you will send them out and how often.

3. What is a budget estimate?

Within your e-marketing plan, you should outline the budget that is
needed in order to achieve your objectives.

It should include a spreadsheet that lists:

 What you plan to spend

 How this will be broken down across tactics
 Any financial milestones that need to be met
 Potential ROI across tools
 A summary of projected benefits.

4. Why is essential to check that you have included these things

within your e-marketing plan?

By including these things within your plan, you will be able to

develop and implement your e-marketing strategies successfully.
Activity 1G

Estimated 25 Minutes
Time
Objective To provide you with an opportunity to ensure e-marketing strategy or
plan includes effectiveness measures and meets legal and ethical
requirements.
Q&A 1. What are effectiveness measurements?

Effectiveness measures are the methods that will measure whether your
e-marketing is doing what it should be; are you achieving your desired
goals?
You should ensure that they are simple and easy to measure.

2. Give examples of effectiveness measurements.

Effectiveness measures may include:

 Attitude measurements
 Awareness measurements
 Customer satisfaction ratings
 Inquiry measurements
 Media vehicle audience measurements
 Opinion measurements
  Readership measurements
 Recall measurements
 Sales measurements.

3. In relation to your own organisation, pick two measurements you

are likely to come across. Describe how you will use these
measurements?
Why have you chosen these ones? List any strengths and weaknesses
of your chosen measurements.

Measurement How Why Strengths Weaknesses

s
Measure the -Analyse As relate to -We can -Inflexibility
amount of a our e- analyse -Validity
sales that we product marketing and follow
have received sales objectives, we the result
report of will want of how
4 weeks consumer to effective of
after the buy our the project
product products to - Cost
has increase effective
present company
to the profit
market
Media vehicle Courting Whether your -Interactive -Does not
audience on how media vehicle -Huge cover the
measurements many of choice is Audience reasons why
view or television, - those
click on radio, Measurable people are
our clips newspaper or in your
advertise a website audience
on ,media vehicle -Relatively
Faceboo audience High CPMs
k and measurements -Easy to
website can help you ignore(Click
to identify -throughs)
how many
people are in
your audience
and who they
are

4. What may the legal and ethical requirements of e-marketing include?

Legal and ethical requirements may include:

  Codes of practice, e.g. Australian e-Marketing Code of Practice
 Confidentiality
 Cultural expectations and influences
 Ethical principles
 Legislation
 Policies and guidelines
 Privacy
 Regulations
 Social responsibilities e.g. protection of children, environmental issues
 Society's expectations.

5. Choose one requirement that relates to your own organisation. Explain this in
detail.

The Privacy Act

The main aspect of confidentiality requirements is The Privacy Act. This is an Australian
law that came into force in 1988 and governs how organisations handle personal
information about people, whether staff, clients or customers, etc.

The Privacy Act comprises of 13 Privacy Principles that legally must be adhered to
and also, as explained by the Office of the Australian Information Commissioner
(OAIC) website:

 "Regulates the collection, storage, use, disclosure, security and disposal of individuals'
tax file numbers
 Permits the handling of health information for health and medical research purposes in
certain circumstances, where researchers are unable to seek individuals' consent
 Allows the information commissioner to approve and register enforceable app codes
that have been developed by an app code developer, or developed by the information
commissioner directly
 Permits a small business operator, who would otherwise t be subject to the Australian
privacy principles (apps) and any relevant privacy code, to opt-in to being covered by the
apps and any relevant app code
 Allows for privacy regulations to be made.

Further information on the Privacy Act can be found on the Office of the Australian
Information Commissioner (OAIC) website, which is included within the references section
at the end of this Learner Guide.
Activity 2A

Estimated Time 25 Minutes

Objective To provide you with an opportunity to evaluate website
marketing objectives to ensure they are consistent with e-
marketing strategy or plan, and modify if required.
Q&A 1. Give examples of website objectives.

Examples of website objectives may include:

 Establishing trust
 Differentiating your organisation from your competitors
 Having well-organised content
 Being a user-friendly site

2. When developing website objectives, what should you

consider?

When developing your website objectives, consider the available

resources that you have

Ask yourself:

 Do you have enough time?

 Do you have enough money?
 Do you have the right skills and knowledge?
 Do you have the necessary software or programs?

Once you have established your website objectives, you will need to
evaluate them to ensure that they are consistent with your e –
marketing plan.

3. You have been asked to develop a website for the product you
gave as an example in Activity 13. Develop the objectives for
your website.

 Increase in visits to company website

 Improved conversion rate
 Increase online sales

4. Refer to your e-marketing plan you developed in Activity 1B;

are your website objectives consistent with your overall plan? If
not, what action will you take?

The website objectives consistent with my overall plan.

Activity 2B

Objective To provide you with an opportunity to establish strategies for

evaluation of website as a marketing tool.
Activity 1. What questions will you aim to answer by evaluating your
website as a marketing tool?

Consider the following questions:

 Do many people visit your website?

 Do the people that visit end up making a purchase?
 Is your website achieving its purpose and objectives?
 Does your website have a good SEO?

2. Give examples of tracking software that can be used to

evaluate the effectiveness of your website.

Examples of these web analytics tools include:

 Click Tale
 Yahoo Web Analytics
 Google Website Optimizer

3. What can these tracking tools help you to do?

These tools can help you to:

 Measure the amount of visits to your website

 See exactly who is visiting your website
 Track where your visitors arrive from
 Identify the parts of your website that are popular with your
visitors
 Highlight areas of your website that can be improved.

4. What are feedback tools? Give examples.

In order to gain important opinions to help evaluate the

effectiveness of your website, you should consider having feedback
tools in place. The variety of feedback tools that are available is vast
and you should choose a tool that suits your, your website and your
organisation.

Although this isn't an extensive list, the available feedback tools

 include:
 Five second test
  Concept feedback
 User lyrics
 Qualaroo

5. What other methods could you use to evaluate the

effectiveness of your website as a marketing tool?

 In order to gain important opinions to help evaluate the

effectiveness of your website, you should consider having
feedback tools in place. The variety of feedback tools that are
available is vast and you should choose a tool that suits your, your
website and your organisation. As well as having these feedback
tools on your own website, you should consider monitoring third
party websites too; many of your visitors may review your website
on another website. You could also email the visitors of your
website to gather their valuable opinions. By simply asking them
what they think, you can see how effective your website is
from their point of view. Customer satisfaction surveys are also
very helpful in gaining valuable opinions; ask your customers
where they heard about you and have your website as an option.
If people tend to choose your website, then you know your
website is an effective marketing tool.

Activity 2c

Objective To provide you with an opportunity to evaluate website design

according to e-marketing strategy, to ensure the design projects
required image of the organisation, and conveys features and
benefits of products or services;
recommend modifications if required
Activity 1. What are the steps for designing and creating a website?

The steps for designing and creating a website include:

 Choosing a building platform for your website

 Choosing a hosting and domain name
 Setting up your website
 Tweaking your website.

2. Design a basic website that relates to your organisation and

your e-marketing plan from Activity 1B.

A building platform for the website

 WordPress is a great publishing platform for the website

 A hosting and domain name

 Social media: Youtube ads

 Website: www. Amorncosmetics.com.au

Setting up the website

The theme of short clip video would be about several of women in

different character traveling around in Sydney in this summer with
Amorn new range lipstick and the colour is change in every day. The
last sense will finished with shop online now at:
www.Amorncosmetics.com.au banner

Tweaking the website

 Present the short clip video (via plug ins) that would automatic
play when consumer open the Youtube
 Banner present of new lipstick colour range when click the
website

3. Provide details on how you will evaluate your design with your
overall e-marketing plan.

 I would use customer feedback to evaluate my design with my

overall e-marketing plan.

Media vehicle audience measurements

Whether your media vehicle of choice is television, radio, newspaper

or a website, media vehicle audience measurements can help you to
identify how many people are in your audience and who they are.

Measure the amount of sales that we have received

As relate to our e-marketing objectives, we will want consumer to

buy our products to increase company profit

Activity 2D

Objective To provide you with an opportunity to evaluate website data

recording, contacts and feedback mechanisms as part of website
evaluation.
Activity 1. Using the website you designed in Activity 2C, describe the
different data recording, contacts and feedback mechanisms
that you could use.
 We could collected data by record and analyse through:

 How many people actually watched the video

 The number of visitors
 Whether our visitors are new or returning
 How many people clicked your link at the end

2. Evaluate the data recording, contacts and feedback

mechanisms from the previous question. How do these relate
to the purpose and objectives of your example website?

 To present new promotional video, as we need people to watch

our video. We need to record how many people actually
watched the video. We need to know more specific information
such as; how many people watched the whole video and how
many people clicked my link at the end. By using a range of
communication channels, we could provide a communication
channel for everyone; resulting in better customer service all
round.

Activity 2E

Objective To provide you with an opportunity to develop website

marketing strategy in accordance with, and for inclusion in, e-
marketing strategy or plan and to integrate website marketing
strategy into overall e-marketing strategy.
Activity 1. Before you start developing your website marketing strategy,
what questions should you consider?

Before you start, consider the following questions:

 Why is it important for you to have website?

 What are your website objectives?
 How will you measure the success of your website?
 What do you want your users to gain by visiting your website?
 How does your idea for a website compare with others'?
 Who do you envision as your core users?
What do you want your users to do after or while they're visiting
your website?

2. What elements are involved within a website marketing

strategy?

There are many elements within a website marketing strategy,

including
details of:

 Your organisation
Your target market
 Your website objectives
 Your competition
 Your marketing systems
 Your marketing budgets
 How you will measure the effectiveness of your website
marketing
 strategy
 How you will execute your website marketing strategy
 How you will plan for the unexpected
 How your organisation will grow from your website.

3. Develop your own website marketing strategy related to the e-

marketing plan you developed in Activity 1B.

 We will advertise this new style sandal by conduct and present

the clip advertisement through company's official website and
YouTube ads.
 This clip video advertises would be present for 2 weeks before
the product has release.

4. How will this website marketing strategy meet your overall e-

marketing objectives?

This website marketing strategy meet your overall e-marketing

objectives by:

 10% Increase in visits to company website

 Improved conversion rate for 10% in the next year
 Increase online sales for all products by 15% in the next year

5. How will you integrate your website marketing strategy into

your overall e-marketing plan?

Strategies

 We will advertise this new style sandal by conduct the clip

advertisement through company's official website and Facebook
ads.

 This clip video advertises would be present for 2 weeks before the
product has release.
 Tactics

A summary of digital marketing mix

In this project, we will present out clip video ads through website
and social media for 2 week before the project start.

The tools that you intend to use

We would use YouTube ads and clip video viral marketing to run
this
project.

The reasons why you have chosen each tool

The reasons why you have chosen each tool because there tools are
useful and match with our target market well. Viral video marketing
is word of mouth in electronic context and it uses the
connectedness
of the internet and its social network characteristics to build brand
awareness. YouTube offers a type of advertising that can target
niche
social groups using the profile information that they volunteer
through sites.

Details of the implementation of your chosen tools

We will conduct to develop and implement the shot clip video for
32 sec. Then present this clip on our website and YouTube ads.

How each tool will be targeted

The target of present clip video on the website is our current

customer and target of present clip video on YouTube is to attack
new customer.

Activity 2F

Objective To provide you with an opportunity to evaluate effectiveness of

website marketing strategy.
Activity Using your website marketing plan you developed in Activity 2E,
discuss the way you could evaluate the effectiveness.

The way we could evaluate the effectiveness are:

  Email the visitors of my website to gather their valuable opinions.
 Customer satisfaction surveys are also very helpful in gaining
valuable opinions; ask my customers where they heard about me
and have my website as an option.
 How many people actually watched the video
 The number of visitors
 Whether our visitors are new or returning
 How many people clicked your link at the end

Section A: Skills Activity

Objective: To provide you with an opportunity to show you have the required skills for
this unit.

Answer the activity in as much detail as possible, considering your organizational

requirements.

1. As a workplace activity (or simulated workplace activity), assess your organisation's

current marketing and e-marketing strategies to determine if these are in line with
organisational objectives and if they are successful.

Report

Introduction

Amorn cosmetics is Thailand's most popular cosmetic. There brand is providing the new
lipstick colour range for this summer to get attack for new clients, comeback customer
to shop the brand and to increase company profit and royalty customer.
To present new product line marketing of Amorn cosmetics. We decide to advertise the
clip video on official websit and Youtube ads.

Evaluate the effectiveness

To evaluate the effectiveness, we have done by:

 Email the visitors of my website to gather their valuable opinions.

 Customer satisfaction surveys are also very helpful in gaining valuable opinions; ask

my customers where they heard about me and have my website as an option.

  How many people actually watched the video

 The number of visitors

Whether our visitors are new or returning

 How many people clicked your link at the end

Conclusion

As the report result has showed that:

 More than 5,000,000 clicks on the link

 Feedback from Customer satisfaction surveys is 80% satisfy
 More than 2,000,000 numbers of visitors on webpage
 Company benefit is increase to 15%
 Market share is increase to 10%
 Conversion rate had improved for 10%
 Increase online sales for all products by 15% has report by sales manager

Section B: Knowledge Activity (Q&A)

Objective: To provide you with an opportunity to show you have the required
knowledge for this unit.

The answers to the following questions will enable you to demonstrate your knowledge
of:

 Characteristics of a range of electronic marketing tools

 Key provisions of relevant legislation, that affect marketing operations
 Foundation principles of marketing communications, consumer behavior and
opportunities for electronic marketing

Answer each question in as much detail as possible, considering your organisational

requirements for each one.

1. Provide an overview of the different electronic tools that you can use within your
e-marketing.
There are many marketing tools and techniques to choose from and it is important that
you make good choices. Although this is not an extensive list, let's have a look at a
range of tools and techniques that you can use:

Search engine optimization (SEO)

SEO involves optimizing a website in order to achieve a high ranking on the search
engines for certain selected key phrases. This process involves making changes to the
content and structure of your website as well as the HTML code. By doing this, you will
make your website easier to find and more accessible. Although this tool is cost effective,
in order to maintain and improve your rankings, you need to see it as a continuous
process.

Social networking

This e-marketing tool offers a type of advertising that can target niche social groups
using the profile information that they volunteer through sites such as Facebook.

Pay-per-click (PPC) search advertising

With this e-marketing tool you pay each time a person clicks your advert. It is a dynamic
strategic process that needs to be monitored and managed effectively but you are only
paying on a performance basis.

2. What are the main legislations that impact on your marketing operations?

Legal and ethical requirements may include:

 Codes of practice, e.g. Australian e-Marketing Code of Practice

 Confidentiality
 Cultural expectations and influences
 Ethical principles
 Legislation
 Policies and guidelines
 Privacy
 Regulations
 Social responsibilities e.g. protection of children, environmental issues
 Society's expectations.
3. Using the foundation principles of marketing communications, explain how you
can maximise upon electronic marketing to meet consumer behaviour.

The basic principles of advertising are outlined and then placed within the context of the
other marketing communication tools; public relations, sponsorship, personal selling,
sales promotions, and interactive and internet marketing communication. To maximize
upon electronic marketing to meet consumer behavior we would:

 REINFORCE THE EMOTIONS YOU WANT ASSOCIATED WITH YOUR BRAND

 Introducing photos and videos of real people engaging with your product or
brand in the way you want to be remembered for works to subconsciously
convince your audience to feel the same emotions as the people in the picture.
With repetition and consistency, your audience will begin to associate those
emotions to your brand, product or service.

 CREATE COMMUNITIES BY ENCOURAGING CUSTOMER SHARING

 Create two-way relationships with your fans, followers and customers by asking
them to share their images or experiences with your products or services. Asking
customers to share images using a particular hashtag can work to create a digital
community of loyal customers.

 HARNESS THE POWER OF BLOGGING FOR BUSINESS

 Blogs are one of the most powerful tools for digital marketing. Besides increasing
your sites natural SEO, blogging works to secure trust, authority and ongoing
interest from your customers. Creating meaningful content which customers will
want to share and read is the key to successful blogging. Posts that include lots
of visual content or which share how-to or list-type articles generally get the
most responses.

Section C: Performance Activity

Objective: To provide you with an opportunity to demonstrate the required

performance elements for this unit.

This activity will enable you to demonstrate the following performance evidence:
Ability to develop an e-marketing plan for at least ONE product or service, that meets all
legislative and organisational requirements

Answer the activity in as much detail as possible, considering your organisational

requirements.

1. As a workplace activity (or simulated workplace activity), develop an e-marketing

plan for one product or service.

E-marketing plan for Amorn cosmetics

Summary

The aim of this e-marketing plan is to present new product line marketing of Amorn
cosmetics.
Amorn cosmetics is Thailand's most popular cosmetic. There brand is providing the new
lipstick colour range for this summer to get attack for new clients, comeback customer
to shop the brand and to increase company profit and royalty customer.

Situation analysis

Internal environment may include:

Customers

Amorn cosmetics clients are most of office woman and wives of professionals who's age
between 20-54 Years old for 75% and 5% of other age. Their household income
approximately $150,000.

Competitors

Amorn cosmetics competitors would include:

M.A.C
 CoverGirl
 Laura Mercier Cosmetics
 Bobbi Brown
 Napoleon Perdis
Market

The best seller of Amorn cosmetics had sold in average lipstick in 70%, translucent
airbrush- finish powder in 20% and concealer for 10%

Amorn cosmetics market share is 10%

Current online proposition.

Shopping shoes online at Amorn cosmetics is easy. We want to keep our customers
happy when they're shopping for the right cosmetics - so that's why we provide the
fastest and easiest online shopping experience around. We don't currently offer store
pick-up at the moment. We're working on it, though!

Objectives

 10% Increase in visits to company website

 Improved conversion rate for 10% in the next year
 Increase online sales for all products by 15% in the next year

Strategy

We will advertise the new lipstick colour range for this summer by conduct the clip
advertisement through company's official website and Youtube ads.

Tactics

A summary of digital marketing mix

In this project, we will present out clip video ads through website and YouTube for 2
week before the project start.

The tools that we intend to use

We would use YouTube ads and clip video viral marketing to run this project.

The reasons why we have chosen each tool

The reasons why you have chosen each tool because there tools are useful and match
with our target market well. Viral video marketing is word of mouth in electronic context
and it uses the connectedness of the internet and its social network characteristics to
build brand awareness.
YouTube offers a type of advertising that can target niche social groups using the profile
information that they volunteer through sites.

Details of the implementation of our chosen tools

We will conduct to develop and implement the shot clip video for 32 sec. Then present
this clip on our website and YouTube ads.

How each tool will be targeted

The target of present clip video on the website is our current customer and target of
present clip video on YouTube is to attack new customer.

How we will measure the performance of each tool.

To measure the performance of each tool, I would the method as follow:

 Data recording
 Media vehicle audience measurements
 Measure the amount of sales that we have received

Budget

Task Cost($AUD)
Advertising
Clip video production 8,000
Website 5,000
YouTube 5,000
Other related costs
Office material (paper, pen, printer, 2,000
etc.)

Legal issues
Law and legislation that would affect Project would include:

 Codes of practice, e.g. Australian e-Marketing Code of Practice

 Confidentiality
 Cultural expectations and influences
 Ethical principles
 Legislation
 Policies and guidelines
 Privacy
 Regulations
 Social responsibilities e.g. protection of children, environmental issues
 Society's expectations.