E-marketing strategy for Book Bunker bookstore

E-marketing strategy for Book Bunker bookstore

Introduction

Mary and Joe Johnson, who are the owners of Book Bunker, need a good e-marketing and sales strategy, in order to improve their sales, by using both online means, as well as improving their in-store sales. The basic idea would be to improve their sales in order for them to do a good business, and for them to be able to market their products in a better way.

Through this assignment, the Johnsons will be presented with a comprehensive marketing strategy so that their sales are boosted, by using the social media. The main idea behind the e-marketing plan would be to attract as many customers as possible, and to make sure that those customers not only come back, but they also recommend this bookstore to other readers, thereby facilitating in word of mouth communication of the bookstore.

E-marketing-A background

The promotion of goods or services, using the internet as the medium is called e-marketing, internet marketing, online marketing or web marketing. It is basically marketing activity of a purely digitalized nature, which implies that electronics alone is used to market the product or service. E-marketing is diverse, as it is done by using e-mail and wireless media, in addition to it being done via the internet. Electronic customer relationship management (ECRM) systems and digitized customer data are often branched within internet marketing. The technical, as well as creative aspects of the internet are combined, such as development, design, sales and advertising as far as e-marketing is concerned. The customer engagement cycle, which has a number of stages, can be utilized by placement of media through search engine optimization (SEO), search engine marketing (SEM), banner ads on certain websites, mobile advertizing, email marketing and strategies of Web 2.0.

Types of e-marketing

Display advertizing: In order to increase the awareness of a particular product or service, and to direct traffic to the website which belongs to that company, banner ads or web banners are placed on a blog or a third-party website.

Search engine marketing (SEM): By using paid inclusion, contextual advertizing, paid placement and other techniques of search engine optimization, websites are promoted by enhancing their search engine result pages' (SERPs) visibility; it is a e-marketing technique.

Search engine optimization (SEO): By using the unpaid or natural search results, search engine optimization is a technique through which web page or website visibility in search engines is greatly enhanced.

Email marketing: By using email, a group of people is targeted through direct marketing of a commercial message.

Social media marketing: By using social networking websites such as Twitter, Facebook and LinkedIn, attention is sought or traffic is gained in order to market a product or service in a better way.

Affiliate marketing: As a result of the marketing efforts of the affiliate, the more customers or visitors that are brought, the better the rewards for the affiliate.

Referral marketing: By using word of mouth to promote services or products, new customers are attracted by referring those ...