PSI Tutor:Mentor

To ensure that students that I work with re-write the research that I send them I am copy writing my research notes. Here they are for others to share and hopefully be useful to:

Introduction (100-150w)

e-Marketing is the sum of all activities a business conducts through the internet with the purpose of finding, attracting, winning and retaining customers. E-marketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or print advertising, it allows truly personalised marketing (Fiore, 2000).

Background of the Oz grown Business

Oz grown is a new and novel online directory dedicated to seeing Australian grown products & services reach Australian people. Staffs have a varied and diverse skills, knowledge and competencies; visual marketing, IT, public relations, copy writing, blogging, advertising sales and customer service.

Identification and Justification of Consumer Online Behaviour (500-750w)

• Don’t de-value your brand by e-marketing to absolutely everyone – segment and target instead (Harris & Dennis, 2007).
• Acceptance of online shopping has grown strongly amongst Australian consumers with a 66 percent increase in the number of people buying online in the year to November 2000, (ABS, 2001).
• More than 1.3 million Australian adults purchased or ordered goods and services for their own private use over the Internet. This is supported by social trend research reported from 1998-2006 by the ABS (see Appendix 1).
• It is clear from these data on labour inputs that the three largest industries in the economy are not in the market sector but are in the everyday household activities of (1) preparing meals, (2) cleaning and laundry and (3) shopping (Ironmonger, 1995).
• The pressure to transfer paid labor costs from the market to the unpaid labor costs of thehousehold leads to the development of self-service petrol stations, automatic bank tellers (Ironmonger, 2001).
• Australian women continue to be the dominant household shopper; discerning, wanting quality and value; more choices, more informed-educated, has expectations and requirements that must be met –> branding (family and work). (Find research in journals to support)
• A multicultural society requires segmented targeting and also across various age groups, so it will not just be Anglo-women aged 25 and over for example, who will be patrons of Oz grown. Rather, a spectrum of cultural needs and sensitivities will be reflected upon to create media messages that meet the needs of Australian women (Indigenous, Pacific Islanders, Anglo, Asian, African, European etc) (Find research in journals to support)
• The economy is in recession- consumers need more support and want to support others within their community to strengthen the nation. Growth is a key sentiment in the Australian psyche at this time. Keywords on talk shows are; budget, savings, shopping tips, cut costs, downsizing and recessionista. (Find research in journals to support)
• Now more than ever Australians want to endorse Australian businesses (Insch & Florek, 2009).

E-marketing Strategy Development (1000-1250w)

Product

It works using the highly successful token system which is one of the best forms of measurable marketing. Readers have the advantage of getting an “Oz Grown only” special from the advertiser (see Appendix 3). In return for their loyalty each product registered with us gives a unique discount or gift to our buyers.

• Research and compare with other successful token system brands (if any) and Australian made/produced brands.
• Worked on the brand image with a trusted design company to formulate a company name and logo (see Appendix 3).
• Develop an overall design blueprint to direct key marketing messages.

Price

• Yearly or twice yearly advertising opportunities on and offline (cut and paste from Media Package on the homepage).

Promotion

Online directory (free); advertising in e-books and token and/or advertorial advertising in offline magazine. Blog (reviews, giveaways, competitions), website banners.  e-Marketing lets them reach people who want to know about your products and services instantly. For example, many people take mobile phones and PDAs wherever they go. Combine this with the personalised aspect of e-marketing, and you can create very powerful, targeted campaigns e-marketing lets you create interactive campaigns using music, graphics and videos. Could send your customers a game or a quiz – whatever you think will interest them. Will try to choose a mix of e-marketing activities that will help you achieve your objectives and fit with any existing traditional marketing activities you already have planned (Hooly, Saunders & Piercy, 2007).

Marketing channels:

• E-mail
• SMS
• Website-Blog promotion
• Search Engine Optimization (SEO)
• Advertising and sponsorship
• Sales promotion
• Community building and contribution to
• The Privacy and Electronic Communications Regulations introduce an opt-in consent procedure for commercial emails – which means you can only target people who have agreed to be contacted (find these documents)
• To save having to contact all existing customers to get consent, the rules apply only to new customers. Can continue marketing to current customers provided they can opt-out of future messages and the messages cover similar products and services (find these documents)
• Ensure that are clearly marking emails with contact details and including a valid return email address (find these documents)

Positioning

• There is no other business like this; providing tokens online for Australian made products and also informing and educating the public.

People

Is this target market?

Processes

• Will identify multiple targets, ranked in order of importance so that resources can be allocated. Each target group will be profiled and understood as to their needs and expectations so that promotions can be pitched with a balance of costs and benefits (move to Identification and Justification?)
• Measure success – build in feedback mechanisms and regular reviews to enable assessment of the success of e-marketing activities, particularly as e-commerce is such a dynamic and fast-changing area.
• Continual comparisons with competition.

Proof

• Measurable advertising: the advertiser has the advantage of knowing exactly how many people have bought product as a direct result of seeing the Oz Grown advertisement.
• Measurable advertising for Oz Grown as Google Analytics and other software allow tracking and measuring.
• Customer service department will implement daily recording of incidence and suggestions for discussion amongst all workers; inclusive problem solving.
• Readership above 500 per day in the first year would indicate a sustainable site.

Personalization

No other site like it. Directors wanted a company that could help grow the Australian economy through loyalty and collective responsibility. It’s about Australians supporting Australians by buying Australian based products and services. Want to grow Australia’s future for future Australians. Part of our vision to support is to also Australian people in crisis. Fifty percent of the magazine sales profits of each annual issue of Oz grown go directly to Australians in need.

Privacy

• Combine with Security below?

Customer Service

• Improve customer service access – add live chat
• Follow up of customer issues or queries – no policy for processes in place
• Build more “landing pages” – only the homepage at present
• Link customer database to the website so that whenever a customer returns they can be greeted with targeted offers.
• Will seek to ensure that consumers are not disadvantaged in the online marketplace due to insufficient information about goods and services as well as business and transaction process, lack of access to redress and several other problems (Ha & Coghill, 2007).
• Add email newsletter membership button – offers targeted to the market; special offers, competitions, “inside info”.
• Conduct an annual e-mail survey to gain customer feedback, the results of which are fed back to all staff.
• Be sure to abide by Data Protection laws when collecting customer details and always gain opt-in rather than automatically adding someone to our list.
• Research these sites to ensure meeting legal requirements for e-marketing

http://www.businesslink.gov.uk/bdotg/action/detail?r.l1=1073861197&r.l3=1075384925            &r.lc=en&type=RESOURCES&itemId=1075385158&r.l2=1073866263&r.s=sc

http://www.businesslink.gov.uk/bdotg/action/detail?r.l1=1073861197&r.l3=1075384925            &r.lc=en&type=RESOURCES&itemId=1075385095&r.l2=1073866263&r.s=sc

http://www.businesslink.gov.uk/bdotg/action/detail?r.l1=1073861197&r.l3=1075384925            &r.lc=en&type=RESOURCES&itemId=1075385149&r.l2=1073866263&r.s=sc

http://www.oft.gov.uk/advice_and_resources/resource_base/legal/distance-selling- regulations/

Community

• Blog to be added – interactive for visitors and customers; daily or at least weekly updates; Guest Posters to increase depth of content and to bring more traffic, also helps with networking with suppliers; draws paid advertisers; can review Oz grown products as an additional service to suppliers; add Share This widget –> sharing on Twitter, Delicious, Digg, Facebook etc; free promotion of brand; Reflects the brand personality and includes fun and informative Oz grown features plus company news such as our regular charity fund-raising efforts.
• Add a Forums – builds a community; increases interaction; increases repeat visitors; can be used as a market research tool.
• Add Social Networking – chat options in Forum; add widgets to blog, e.g., Twitter Facebook, MyBlog, Ning etc; enhances networking with customers and suppliers; free promotion of brand.
• Add RSS button – increase repeat visitors
• Make more visible the charity contributions- have a page outlining Corporate Social Responsibility –> organisational culture and practices amongst staff –> strengthen brand.

Site

• Build search engine optimization into the website design.
• Start testing pages for usability and search engine optimization.
• Use data capture to build customer relationships.
• Add pages for Blog and Articles – the articles can have an Email This widget to increase free promotion of brand.

Security

• Confidentiality – visitors, customers and suppliers.
• Secure email- confidentiality; no spam; decrease chances of viruses
• Secure payment – for customers and suppliers; PayPal and Paymate options as well as direct transfer option.
• Google Analytics – every day to help monitor e-marketing. It gives crucial information about how people are using the website and responding to the marketing messages, so that these can be refined and developed and segmented so the e-marketing can further reach specific customer groups. Can also be used to analyse the performance of competitors.

Sales Promotion

• 24-hour marketing – banners, widgets (e.g., Entrecard, Twitter, Facebook), word of mouth (WOM).
• Twitter announcements, blog, articles about buying Australian, e-bay storefront and free directory for suppliers (with link to their sites).
• Free classifieds, visiting other blogs and forums.
• You-tube video clips (interviews, funny, informative), podcasts and mp3 downloads (with transcripts of interviews that can be downloaded as pdfs).
• Better conversion rate – website customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, post a letter or go to a shop, e-marketing is seamless.

Conclusion and Recommendations (200-400w)

Flexible and cost-effective nature makes it particularly suitable for small businesses.

A properly planned and effectively targeted e-marketing campaign can reach the right customers at a much lower cost than traditional marketing methods.

Changes will allow Oz grown to better meet customer needs and expectations as well as to have the potential to add up to more sales.

Any online e-communications must be consistent with the overall marketing goals and current marketing efforts of the Oz Grown business.

References

Australian Bureau of Statistics (2001). Use of the internet by householders, Australia,

November 2000 (cat. no. 8147.0). ABS: Canberra.

Fior, F. (2000). E-marketing strategies: The Hows and Whys of driving sales through E-

commerce: Sell any thing, any where, any way, any time, at any price.

Ha, H. & Coghill, K. (2007). Online shoppers in Australia: Dealing with problems. International

Journal of Consumer Studies, 32(1), 5-17.

Harris, L. & Dennis, C. (2007). Marketing the e-business. New York: Routledge.

Insch, A. & Florek, M. (2009). Prevalence of country of origin associations on the supermarket

shelf.  International Journal of Retail & Distribution Management, 37 (5), 453- 471.

Ironmonger, D. (1995). Household industries (pp. 203-309). In Sawyer, K. and Ross, J. (eds) The

changing structure of Australian industry. Sydney: McGraw-Hill.

Ironmonger, D. (2001). Household production and the household economy. Melbourne: The

University of Melbourne.

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