Business Project Proposal

Performance Effects of Advance Digital Marketing Tactics on CellSmart POS

Submitted by

Arham Naeem (2235115)

Sarim Ali Asim (2235114)

Poonam Kumari (2235129)

Muhammad Jameel (2235119)

Supervised by
Dr. Shazia Akhtar

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Contents
CHAPTER 1 Introduction...............................................................................................................4

1.1 Introduction of the Study.......................................................................................................4

1.2 Problem Statement............................................................................................................5

1.3 Purpose of the Study..............................................................................................................5

1.3.1 Research Objectives........................................................................................................7

1.4 Significance of Study.............................................................................................................8

1.5 Scope/Limitation....................................................................................................................8

1.6 Summary of the Chapter........................................................................................................9

CHAPTER 2 Literature Review....................................................................................................10

2.1 Background..........................................................................................................................10

2.1.1 Brief Industry Profile........................................................................................................10

Type of business and legal structure......................................................................................11

Mission..................................................................................................................................11

2.1.2 Challenges and Opportunities...........................................................................................11

2.1.3 Organization Profile..........................................................................................................12

2.2 Literature Related to the Problem........................................................................................12

2.2.1 Concepts and Definitions..............................................................................................12

2.2.2 Theoretical Reflections.................................................................................................13

2.3 Identification, Discussion and Analysis on existing factors/ /best practices.......................14

2.4 Selection of Appropriate factors/framework/models/best practices pertaining to specific

industry.......................................................................................................................................15

2.5 Summary of the Chapter......................................................................................................17

CHAPTER 3 Research Methodology............................................................................................18

3.1 Research Design...................................................................................................................18

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 3.2 Methodology........................................................................................................................18

3.3 Data Collection Technique and Procedure...........................................................................19

3.4 Procedure of Data Analysis..................................................................................................20

3.5 Summary of the Chapter......................................................................................................20

References......................................................................................................................................23

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CHAPTER 1 Introduction

1.1 Introduction of the Study

CellSmart POS has been conducting marketing activities in a very conventional manner, most of

the marketing efforts that were being done by the company were to do with maintaining the

website, putting up blog posts, and social media posts and maintaining minimum engagements

on the social media platforms. There was a continuous email marketing effort being done,

however, that was being done without any advanced marketing and human behavior research,

which resulted in really fewer numbers of click-through rates. CellSmart POS was not doing any

sort of gorilla marketing.

There are problems with the set parameters of the marketing in CellSmart POS. One such

problem is that the company does not have a specific list of keywords that they need to rank for,

the ones that CellSmart POS is ranked against are not generating enough traffic. For this, there

need to be new keyword suggestions made for the company.

CellSmart POS has been rigid in its marketing in the manner that nothing new has been done

there. Marketing has been a routine for them, what this means is that they have been sending 2-3

emails per week to the customers, posting three posts on the social media platforms like

Facebook, Instagram and Twitter, and two blogs every month. Apart from this, there have been

no significant marketing efforts, let alone out-of-the-box thinking or gorilla marketing.

This is becoming a source of pain for the company because customers are getting hard to retain,

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the number of sales is not where they want it to be and the potential of the CellSmart POS is not

being reached, the company knows that their services are worth a lot more customers but the

marketing activities have not been exactly complimenting them.

1.2 Problem Statement

The problem for CellSmart POS is that they are using the conventional techniques of marketing,

especially those that have nothing to do with digital engagements with customers and potential

customers of the company which may lead to low sales and low revenues in the future.

CellSmart POS mainly focused on advertising through mobile stores and other stores where

related products were sold. The digital presence of CellSmart POS is very low and improving the

digital presence is going to generate more leads since everything is going digital and we’re

moving towards a digital economy.

1.3 Purpose of the Study

The purpose for this study is to figure out what practices for the company would generate the

best results. Through observations on relevant companies and their practices it is clear that they

are using modern methods of marketing and the primary focus is on digital marketing. This study

would be unveiling ways that the company can use to reach their goals. Through the

implementation of the suggested ways, techniques, strategies and plans and then further tracking

the progress of CellSmart POS through the tools mentioned in this study, it would act as

feedback in the loop for the company that will help them in understanding if the modern

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techniques and the strategies are giving them any better results and if they are getting better

results they would know what to do and how to design their marketing campaigns in the future.

This would not only be beneficial for the company CellSmart POS, but it would also be

beneficial for the other companies that are either in the same industry or are in other industries

that share similar dynamics.

However, the study revolves around the primary objective of increasing sales for the company

CellSmart POS and helping them in retaining their customers along with increasing their digital

footprint. To get more engagements through the internet.

In this study every action of the company would be analyzed from every department, these

departments include sales, marketing, technical development and support. Since the problem

prevalent in CellSmart POS is a pain for the company therefore access has been granted to their

internal analytical tools and reports.

As said above, every activity would be observed, this includes discounts, sales, promotions other

unconventional campaigns and strategies. One such unconventional campaign that is under

observation for the purpose of this study is their giveaway/sweepstakes campaign ongoing till

January 15th. The results from that campaign would be presented and analyzed. The main things

that the results would comprise of would be the level of engagements, traffic on landing pages,

leads generated and sales conversions.

By the end of this study, the company would have market insights and a future plan for their

marketing campaigns along with visual data representations for comparisons between their

previous methods of marketing and the proposed new ones.

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1.3.1 Research Objectives

• To identify the problems in the marketing campaign of CellSmart POS. Our primary

objective will be to find out the problems in their marketing campaign and to find out a

solution by proposing a better Marketing Plan for the company. Monitoring and

measuring results through google analytics will give us better insight which will help us

understand better how we’re going to fix this problem.

• To start from their current marketing campaign, we will be monitoring how they are

performing and whether their marketing campaign is generating new customers, leads or

even social media engagements. Then after comparing the whole marketing campaign

with their targets and assessing whether their marketing campaign is helping them

achieve them or not. All goals are attained in a specific time period so we have to monitor

whether resources and budget are efficiently utilized in their marketing plan and if not

how we can tackle these problems.

• To provide fixes for their current marketing plan and focus on more advanced marketing

tools for CellSmart POS which will enable them to perform better and beat their

competition. This will also give them a competitive edge and help CellSmart POS

perform better.

• Many things like growing the digital presence of the company are important. The

company doesn’t have a large footprint online so we’ll compare and bring better

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 strategies like search engine optimization which will help them rank better on social

media platforms.

• To Provide such a marketing plan that will help CellSmart POS not only to grow its

digital presence but also increase its lead generation and target new customers.

1.4 Significance of Study

CellSmart POS has been struggling in the marketing department for quite some time now, the

reason that is apparent is that the company has been using conventional methods in its marketing

efforts. Since the potential customers are more online and easier to reach than through

conventional marketing, advanced digital marketing strategies could benefit the company.

The company is working on a customer retention plan at the moment and has a need to generate

more leads and convert them into customers. The digital footprint of the company is however

impressive, they have a very good website with a strong message in it and any relevant audience

that enters its landing pages immediately would be able to understand what the company offers

and what it stands for but the issue remains that the sales conversions are not where the company

intends it to be.

1.5 Scope/Limitation

The study would only be gathering the data generated by google analytics and received by the

employees of CellSmart POS, due to which the influence of external factors on the general

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growth of a number of leads would not be included. Factors such as technological advancements,

word of mouth, and shifting trends among customers may go unsupervised throughout the

research study.

The study would be comparing only the variable of the number of leads generated through digital

marketing with the number of marketing techniques being applied.

Therefore, the impact of competitor’s activities or the impact of customer mindset of the product

will not be included during the measurement process, as inclusion may intend towards different

results.

1.6 Summary of the Chapter

This study aims to analyze and improve the marketing efforts of CellSmart POS, a company that

has been employing conventional marketing methods, resulting in a low digital presence and

suboptimal sales performance. The primary problem identified is the company's reliance on

traditional marketing techniques, which has led to limited digital engagement with customers and

potential customers.

The purpose of the study is to determine the most effective marketing practices for CellSmart

POS by examining the strategies of relevant companies with a focus on digital marketing. The

study aims to provide insights and a future plan for the company's marketing campaigns,

comparing the results of previous methods with the proposed new ones. Access to the company's

internal analytical tools and reports will enable the researchers to analyze activities from various

departments, including sales, marketing, technical development, and support.

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The research objectives include identifying problems in CellSmart POS's marketing campaign,

monitoring their current performance, providing fixes for their current marketing plan, focusing

on advanced marketing tools, growing their digital presence, and creating a marketing plan that

helps the company target new customers and increase lead generation.

The significance of the study lies in addressing CellSmart POS's struggle in the marketing

department due to their reliance on conventional methods. Modern marketing approaches could

potentially benefit the company by improving customer retention and generating more leads.

However, the study's scope is limited to data gathered from Google Analytics and information

provided by CellSmart POS employees, and external factors such as competitor activities and

shifting customer trends may not be considered during the research process.

CHAPTER 2 Literature Review

2.1 Background

2.1.1 Brief Industry Profile

CellSmart POS started off with only four friends in 2005 when they got into the wireless

business and opened up a bunch of cell phone stores in the New York City metro area. Soon they

realized that the paper and pen system is not working for them anymore and they created a point

of sales software(POS) which overcame this problem they further marketed the POS for the

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industry but before that by 2007 they introduced it to their friends and they were amazed how it

matches a day to day activities of cell phones and word began to spread and by 2011 they had

100 customers and today they now operate in Many countries like United States Of America,

Canada, Europe, Australia and many more.

Type of business and legal structure

It’s a limited liability company LLC and operates in many countries like America, Canada,

Europe, Australia and many more. CellSmart POS follows the laws of the countries they operate

in.

Mission

Their mission is to reach the right customers and make their POS software easily available to

everyone and make them as user-friendly as possible. This will not only help them achieve more

sales but will also help CellSmart POS grow as a business. As far as objectives are concerned

CellSmart POS wants to remain profitable and make sure that revenues stay ahead of the costs.

Keeping customers happy and providing quality is also their primary objective as by giving the

best customer service and making an easy-to-use software which anybody can use. Staying ahead

of the competition is also one of their objectives and they believe by providing the best quality in

their products and services and customer services they can easily do that.

2.1.2 Challenges and Opportunities

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 • CellSmart POS has the best features like Inventory management and the software is easy

to use which gives them an advantage over their competition.

• Repairs modules where you track the most vital information for repairs and enjoy the

ability to alert customers when the repair is done through SMS.

• Commission Reconcile to make sure you are getting paid for activation and upgrades.

2.1.3 Organization Profile

CellSmart POS has various services and software to offer, the company’s portfolio is given

below;

• CellSmart Repair: This allows cellphone shop and repair mechanics to record the status

and condition of the phone as it arrives in the shop, it tracks the inventory of the repair

parts and adjusts the cost of spare parts in the total receipts, even if those parts are to be

procured by the mechanic at a later time. This allows mechanics to record the passwords

and patterns of the phone lock so the mechanics can access the phones when it is

required.

• CellSmart Reconcile: This manages the accounting, calculates profit/loss and reconciles

billing receipts.

• CellSmart Wholesale: Inventory management for the wholesale retail business.

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 • CellSmart Web development: CellSmart POS enables retailers to do better business, for

this they develop an online presence and website for them, that is as per the needs of the

industry. 

2.2 Literature Related to the Problem

2.2.1 Concepts and Definitions

CellSmart POS is lacking better marketing strategy and as we know most marketing strategists

have the understanding and potential for using social media presence to generating leads. This is

one of the main reason why more businesses than ever are working to attain active presence and

engagements on Twitter, LinkedIn, and a lot of other social media platforms. For the business an

active social media presence builds brand familiarity, and helps in conversions and closing deals

at the right time. In addition to this, social media platforms can be used establish industry

expertise, relationships building, and then ultimately as opening of a sales funnel.’ (Jonathan

Emmen 2017)

2.2.2 Theoretical Reflections

This targets and put emphasis on the power of SEM, modern SEM placements and targeting.

Along with this, in this article one can find modern techniques in generating the opt-in leads

through the redirecting from various platforms to the business website. (Gheorghe Minculete,

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Polixenia Olar 2018)

Primary focus will be on the following;

• Targeting keywords

• Optimization of search engine searches

• Guides for joining what sort of groups on platforms

• Combining social media marketing with the existing marketing campaigns

2.3 Identification, Discussion and Analysis on existing factors/ /best practices

Marketing in this era is modern, agile, sales alignment, communicate effectively and efficiently

to make selling effortless and leverages creative and technical solutions to build brand

experiences that the customers love and is memorable. Therefore, we need to integrate all these

modern techniques for CellSmart POS as they lack in these areas. In hindsight, there have been

three major technological developments that have completely changed and revolutionized the

way marketers look at marketing, these are the internet, smartphones and big data. Now it's

artificial intelligence (AI) and chatbots.  (Kapferer, J.N., 2008). 

Forbes recently cited: Latest high-tech trends could be anything; the basic principle is always the

same. If you don’t gain expertise and master the latest platforms, technology, methodology, or

systems, you and your company are on a fast track to obsolesce, despair, and bankruptcy.

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It is important for CellSmart POS to adapt to the latest and most modern methods and tools out

there and adopt them while syncing to the marketing plan of the business. Another important

factor discussed there is that if the adoption is not done on time, the search engine optimization is

automatically affected because of the algorithm changes. In this modern era, a business has to be

everywhere and anywhere in order to reap the benefits of the tremendous power of media

platforms. (Kannan, P.K., 2017)

Analytical tools based on the web help businesses achieve that objective. A comparative study of

these tools indicates that Google Analytics comes as the first and foremost choice due to its

efficient features, free availability and open-source advantages. Natural integration with popular

Google products such as Geo-tagging, AdSense and AdWords also aids in making Google

Analytics the most preferred option among small and medium-size enterprises. (Chande, Suraj.

2015).

CellSmart POS lacks a digital presence so applying the digital marketing techniques for

CellSmart POS will help them generate leads and create a better digital presence. Techniques

used are targeted Facebook marketing, sponsored posts and online giveaways. (Kannan, P.K.,

2017)

Upon implementation of strategies for Search Engine Optimization, it is observed that for certain

popular keywords, the cost of SEO is significantly high mainly due to the competition and

demand for the specific word. It is also important to monitor the live results after the implication

of SEO as it might require modifications. Therefore, application of Search Engine Optimization

will be applied for CellSmartPos and its results monitored periodically in the study. (Kingsnorth,

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S. (2019).

2.4 Selection of Appropriate factors/framework/models/best practices pertaining to specific

industry

Since the service that CellSmart POS provides is a digital service, for this reason, the audience

and measures of tracking the audience’s behaviour would also be digital.

All the quantifiable factors and the increments in them are expected to be increased by a

minimum of 10% upon completion of the new design and our suggested campaigns.

We would use the company’s google analytics account to track any increments or reductions.

Social media engagements are not yet quantifiable because that is subject to the amount of

budget that gets allotted to certain activities.

Furthermore, leads management and sales tracking is also under the marketing department of

CellSmart POS, for that we would use the company CRM in order to track the progress of that.

Following are some of the benefits that CellSmart POS would be able to get after these problems

identified here are fixed as per our suggested plan;

1.       More engagement on social media platforms

2.       Reduced bounce rates

3.       Reduced exit rates

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4.       Increase average time on landing pages

5.       Increased number of demo and subscription requests

6.       Increase number of entrances on landing pages

7.       Increase in reach of target audience

8.       More relevant audience

9.       Expansion into the untapped audience

10.   More relevant lead generation (R. and Zeisser, M., 1996)

2.5 Summary of the Chapter

This literature review focuses on improving the marketing strategy of CellSmart POS, a

company that currently lacks a strong digital presence. The review emphasizes the importance of

utilizing social media platforms and search engine marketing (SEM) to generate leads and create

brand familiarity. It highlights the need to integrate modern marketing techniques, such as

artificial intelligence and chatbots, to keep up with technological advancements and avoid

obsolescence.

The review identifies the benefits of using web-based analytical tools like Google Analytics to

measure the effectiveness of digital marketing campaigns. The application of search engine

optimization (SEO) strategies is also discussed, along with the need to monitor and modify them

as required. The review proposes several digital marketing techniques, such as targeted Facebook

marketing, sponsored posts, and online giveaways, to help CellSmart POS increase its digital

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presence.

In terms of measuring the success of the proposed strategies, the review suggests using various

metrics like social media engagement, bounce rates, exit rates, and average time on landing

pages. It also emphasizes the importance of tracking leads and sales through the company's CRM

system.

Upon implementing the suggested strategies, CellSmart POS is expected to see numerous

benefits, including increased engagement on social media, reduced bounce and exit rates,

increased time spent on landing pages, increased demo and subscription requests, expanded

reach of target audiences, and more relevant lead generation.

CHAPTER 3 Research Methodology

3.1 Research Design

The central premise and overall purpose of mixed methods of studies are that the use of

qualitative and quantitative approaches in combination provides a much better in-depth

understanding of problems in question and complex phenomena than either of the approaches

individually. (Molina-Azorin, Jose. 2016).

The data regarding the number of leads/customers being generated through the marketing

campaign will be acquired directly from CellSmart POS live database system and internet online

sources such as Google Analytics. The increase or decrease in the number of new leads will be

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closely monitored and collected throughout the study time period, as that particular data will

provide a defense for the conclusion. Several recommendations to increase the leads/reach of the

ongoing market campaigns will be applied, and their effectiveness will be measured.

3.2 Methodology

This chapter consists of all the aspects and details of the procedures that will be used in order to

carry out the study. The study will follow an exploratory research method.

Exploratory research method is a process in which a problem is identified, analyzed and then a

possible solution is provided in order to tackle the problem.  This type of research allows the

researcher to understand the problem completely in order to come up with an effective solution.

(Formplus Blog, 2020). 

The study will be using a Mixed Method approach as it will be using Qualitative and

Quantitative data, in order to understand the increase/decrease in marketing activity and the

increase/decrease in the number of leads being acquired.

3.3 Data Collection Technique and Procedure

The acquired data will be monitored and measured through Google analytics which will give us

better insight to provide solutions. Secondary data will be acquired, collecting concerned

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literature from existing published papers. Primary data will be acquired through connecting

directly with the marketing head of CellSmart POS, engaging in face to face and online

interviews in order to determine the scope of the study efficiently.  CellSmart POS Database

system will be monitored to acquire the concerning data such as how many leads were generated

for us through certain marketing activity.

Data will be collected from Google Analytics and through interviews and semi-questionnaires

from the marketing department.

Data acquired before the application of new solutions will be compared with the data acquired

after the application of proposed solutions. The difference in the number of leads and new

customers being generated would justify and support the conclusion of the possible solution to an

issue.

The sample would consist of a marketing activity and the observed number of leads it

generated on its own. A marketing tactic will be introduced, applied, and then its effectiveness

will be measured in order to conclude a possible solution on a greater scale. E.g. if a Facebook

ad was placed and targeted to the correct audience, its effectiveness and reach will be measured.

The population on which the study conducts comprises the marketing department of CellSmart

POS as they are the ones who are making the decisions related to all the marketing campaigns of

their company worldwide which would include all Professional MALE AND FEMALE

marketers of all age. The study would also include the new leads/customers being generated

through the marketing campaign.

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3.4 Procedure of Data Analysis

Independent variable: - Marketing Campaign Techniques

Dependent variable: - Number of new customers/leads

 Live data from google analytics and company CRM will be acquired to support our study.

3.5 Summary of the Chapter

Chapter 3 of this research study focuses on the methodology used to investigate the effectiveness

of marketing campaigns in generating leads and new customers for CellSmart POS. The mixed-

method approach is employed, utilizing both qualitative and quantitative data to provide a

comprehensive understanding of the problem.

The research design relies on the exploratory research method, allowing the researcher to

thoroughly understand the problem and propose effective solutions. Data collection techniques

include monitoring Google Analytics, conducting interviews with the marketing head of

CellSmart POS, and using semi-questionnaires for the marketing department. Additionally,

secondary data is collected from published papers, and live data is gathered from the company's

CRM.

The sample consists of marketing activities and the observed number of leads generated by them.

The effectiveness of newly introduced marketing tactics is measured, and the results are used to

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propose possible solutions on a larger scale. The population for this study includes the marketing

department of CellSmart POS and the new leads/customers generated through the marketing

campaigns.

Data analysis involves examining the relationship between the independent variable (marketing

campaign techniques) and the dependent variable (number of new customers/leads). The

collected data is compared before and after implementing new marketing solutions, with the

differences in the number of leads and new customers justifying the conclusion and proposed

solutions.

In summary, this chapter outlines the research design, methodology, data collection techniques,

and data analysis procedures used in this study. By employing a mixed-method approach and

focusing on both qualitative and quantitative data, the research aims to provide a thorough

understanding of the problem and propose effective solutions to improve the marketing

campaign's effectiveness in generating leads and customers for CellSmart POS.

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References

https://www.ronsela.com/digital-marketing-tactics/ (August 29, 2017)

Minculete, Gheorghe & Olar, Polixenia. (2018). Approaches to the Modern Concept of Digital
Marketing. International conference KNOWLEDGE-BASED ORGANIZATION. 24. 63-69.
10.1515/kbo-2018-0067.

https://www.researchgate.net/publication/326651398 (2018)

Kapferer, J.N., 2008. The new strategic brand management: Creating and sustaining brand
equity long term. Kogan Page Publishers.

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.

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Chande, Suraj. (2015). Google Analytics -Case study.

Kierzkowski, A., McQuade, S., Waitman, R. and Zeisser, M., 1996. Marketing to the digital
consumer. The mckinsey quarterly, (3), p.4.

Formplus Blog (2020, Jun 25). Exploratory Research: What are its Method & Examples? [Web
Log Post] https://www.formpl.us/blog/exploratory-research%20 (11/16/2020)

Molina-Azorin, Jose. (2016). Mixed methods research: An opportunity to improve our studies
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10.1016/j.redeen.2016.05.001

Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online marketing.

Kogan Page Publishers.

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