E-Marketing Strategy for Puteri’s Pearl Jewelry

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Executive summary

This assignment could be divided into several key parts: it starts with the introduction of the company’s profile as well as the new project to open an online shop; then it states how the shop can be open in term of domain name registry and host management, the major content of this study is to describe how the website could be developed and marked targeting at the niche market.

1.     Chapter one: The online environment…………………………………………………………… 4

1.1      Introduction of Puteri’s Pearl Jewelry online shop………………………………… 4

1.2      Online marketing objectives to be achieved: Brand development…………… 4

2.     Chapter 2 Getting started online………………………………………………………………….. 5

2.1      Domain name registry……………………………………………………………………….. 5

2.2      Host management…………………………………………………………………………….. 6

3.     Chapter 3: Website development…………………………………………………………………. 7

3.1      Content development……………………………………………………………………….. 7

3.2      The global web presence……………………………………………………………………. 8

3.3      Website management………………………………………………………………………… 8

3.4      Legal considerations…………………………………………………………………………. 9

4.     Chapter 4: The B2C online presence- The niche markets………………………………… 9

5.     Chapter 5: Search engine marketing…………………………………………………………… 10

5.1      Paid search…………………………………………………………………………………….. 10

5.2      Search engine optimization………………………………………………………………. 11

5.2.1     Copy the popular articles……………………………………………………….. 12

5.2.2     Original articles written by famous commentators…………………….. 12

6.     Chapter 6: Online advertising……………………………………………………………………. 13

6.1      Advertising in the chat rooms, forums and message boards…………………. 13

6.2      Membership system and target email advertising………………………………… 14

7.     Chapter 7: Permission marketing……………………………………………………………….. 15

8.     Chapter 8: Social media marketing…………………………………………………………….. 16

Reference……………………………………………………………………………………………………… 17

Word count number: 3011

E-Marketing Strategy for Puteri’s Pearl Jewelry

-Prepared by Professional E-Marketing Consultant

 

1.        Chapter one: The online environment

 

1.1    Introduction of Puteri’s Pearl Jewelry online shop

 

With more than 30 years’ dedication’s in the jewelry industry, Puteri’s Pearl Jewelry has accumulated sufficient experience in the market as well as talented professionals and labor force in the jewelry making, design and retailing. With a good brand based on the Kuala Lumpur local market, we are glad that the company is about the get involved in a major change in the company’s history that will lead it into another period of rapid growth by stepping into the electronic commerce through setting up its own online Jewelry shop.

 

1.2    Online marketing objectives to be achieved: Brand development

 

Brand development refers to the target that online presence compliments and enhances the offline branding efforts of the organization (Charlesworth 2009, p. 28), in our company’s case, one of the major targets of using the internet online shop is to enhance the current brand and also upgrading the current brand to a premium brand which provides limited but specifically designed jewelry products to the high income customers and also the customers prefer the fashion and want to show their characteristics.

 

Figure 1 Unique design of a ring to be sold in Puteri’s Pearl Jewelry online shop

 

2.        Chapter 2 Getting started online

 

2.1    Domain name registry

 

Domain name refers to the system of names that are developed to represent the numbers of the IP address and the top-level domain names usually describe the nature of the organization involved such as “.com” for commercial corporation, “.org” for various organization that do not fit other categories and “.net” for organizations involved in Internet operations and also various other types of domain names (Clark, Cho & Hoyle 2010, p. 146). After checking on one of the most popular domain name registry service provider, http://www.domainregistry.my/, we have identified the name www.Puteris.com.my, www.Puteris.my, www.Puteris.net.my, www.Puteris.org.my as the four major domain name that we can choose, unfortunately, the www.Puteris.com and www.Puteris.net have been registered. But luckily, it will still be a very good choice to use www.Puteris.com.my as the major domain name for our company while the rest will be registered just to protect our domain in prevention that others may take them up.

 

2.2    Host management

 

After registering the domain name, we need to hire a company to carry out the host management for us and provide the server service before the any page of the website could be visited and searched because to build up a website for our online shop, we not only need to have the page designed but also need to have the space to store the page. In order to ensure the stability of the website, we have chosen Malaysiahost.com as the company to perform the host management for our online shop, Malaysiahost.com provides Premier Malaysia web hosting, Malaysia colocation, Malaysia dedicated servers and Malaysia managed hosting utilizing cutting edge technologies (malaysiahost.com 2011). And because of the limit of fund and also for a stable startup we recommend to choose Choice 1 which cost only $20 a month based on the win 2003 server.

 

Figure 2 Price plan for Win2k3 Web Hosting

Source: 8.to 2012

3.        Chapter 3: Website development

 

3.1    Content development

 

For the content development, we are going to following two major principles: simplicity and attractiveness. Following the first principle we will try to make the page and layout very simple and clear for the convenient visit and easy finding the needed information of the customers; and the second principle, attractiveness, means that we need to present our product in such a way that they easily attract the eyeballs of the visitors and thus persuade them into the purchasing. To achieve this target, we will hire the professional model girls as well as photographers to maximize the effect of the photos from which the visitors see the how the jewelry products look.

 

3.2    The global web presence

 

Because when we doing the business online, there is no limitation of the source of the customers, therefore even when the customers from the USA are very interested to buy our products which are of special design with Malaysia feature, we still will be pleased to serve them by sending these products by air delivery. To accommodate the international customers’ needs, we will standardize our the website like many international online jewelry product providers such as setting the page in A4 size and also providing major language choice in the home page:

 

3.3    Website management

 

To manage the website in such a way that it can serve the customers on a 24hrs*7days basis without any major errors and ensure the provision of the updated information, we will do two routine jobs: first of all, we will set up a work schedule to update the content of the page (products to be shown in the home page, major marketing activities such as lucky draw as well as the most recent arrivals) at least three time a month to make sure that old pages will be updated; secondly, we will hire the host management company to do regular check on the content and programming to make sure error pages would be soon identified and ratified.

 

3.4    Legal considerations

 

In addition, we will state in our website that the original articles are protected by copyright and any copying need to seek our permit; this will help reduce the distraction of the visiting by other competitors’ plagiarizing. To make this warning more effective, we will seek to cooperate with a law company by posting their law firm name on the bottom of our website and seek assistance from them if there should be any plagiarizing spotted, in exchange, the law firm will be advertised by us as a partner in the legal service as well as link exchange shown in the website as “partner website”.

 

4.        Chapter 4: The B2C online presence- The niche markets

 

In term of the market positioning, we have identified the high end market, a niche market, in which we target only those who would like to have unique jewelry with limited stock issued and also they will come with Malaysian fashion. The niche markets would also help reduce and simplify our work because we only serve a relatively small group of target customers with similar features and possible similar buying behaviors and preference. Therefore we will design the presence of our website in such a way that it best fit the customers in this niche market.

 

5.        Chapter 5: Search engine marketing

 

Search engine marketing (also known as SEM and search marketing) refers to marketing activities designed to enhance the visibility or findability of a company, or a product, service in the search engine results. And there are two major search marketing strategies techniques: paid search and search engine optimization (Lutze 2009). In the following we will discuss how these two strategies could be applied to enhance the visibility and findability of the unique jewelries made by Puteri’s Pearl Jewelry.

 

5.1    Paid search

 

First of all, we will use the paid search to advertise our new and special products to the target audience. In term of the technique of paid search, we will adopt the pay-per-click (PPC) services which are the simplest paid search option through which we can choose the term to be researched and every time the visitors click these ad links we will pay the service provider a fee (Grappone & Couzin 2011). In term of the channel of the pay-per-click (PPC) services, we will cooperate with the major electronic book providers to add our products into their books in term of advertisement as well as fashion recommendation. In term of the form of advertisement, it is like the traditional print ads, the difference is that readers could click the ad and immediately they will be redirected to our online shop rather than remember the address and input it into the explorer address in the traditional print ads. With the assistance of the paid search, it is expected that ads will be targeted to the specific state (Kuala Lumpur our company’s case), groups of audience (young girls and ladies) relevant to our business. This according to Melanie Mitchell (2009) is a way to control cost of marketing as well as bring improvement to the ROI (return on investment) as we will not spend money on those clicks from users who are not interested about our products.

 

 

5.2    Search engine optimization

 

Search engine optimization could be referred as the use of search engines to attract traffic into a specific website using the technology and skills of attaining a higher ranking in the search engines and directories through the change of website code and also copy to result in more compatibility to the search engine (Lincoln 2009, p. 71). There are two major ways that we will help to optimize the key words to be found out our potential customers: first of all, we will identify a number of most frequently searched key words, such as the following:

 

 

 

 

Key wordNumber of search resultsRelevant to our shop (1-5)
malaysia jewellery shopAbout 2,090,000 results5
kuala lumpur jewelry

 

About 60,100,000 results4
my jewelry boxAbout 268,000,000 results2
Summer 2012 jewelry trendAbout 29,700,000 results4
Summer 2012 jewelry kuala lumpurAbout 10,800,000 results3

Table 1 Frequent key words searched in Google retrieved on 6 April 2012

 

5.2.1            Copy the popular articles

 

After identifying some of the most searched key words, we will look for the articles that attract the most visitors and seek for authorization for publishing them on our shop as fashion articles under the categories of “Jewelry cutting edge”, this help increase the key words of our website though in the beginning obvious increase of the visitors will not be possible because our website’s search priority is still low, it takes time for use to increase such priority not only by copying other people’s good articles but also through the writing our own articles that introduce and promote our own products, the jewelries with special design under limited sale stock.

 

5.2.2            Original articles written by famous commentators

 

The second technique that we will use is to write our own articles based on these frequent key words, before we can take the leadership in the online jewelry shop; we have to follow the changes of these key words and design our new articles and comment to be posted on our online shop. To achieve this target, we can hire the top commentators from Malaysia as well as from the oversea market to comment on the most recent trends in the jewelry market. These valuable comments and articles will much more useful than those coped articles.

 

6.        Chapter 6: Online advertising

 

Online advertising has become a form of promotion which uses the web channels to deliver marketing messages to attract customers, and to our online shop project the online advertising is a necessary factor and marketing job that must be done to ensure that our new marketing scheme and activities as well as our new brand will be delivered to our customers.

 

6.1    Advertising in the chat rooms, forums and message boards

 

Well designed print ads as well as flash ads could be posted in the online websites where people tend to gather such as the chat rooms, forums and message boards will be of great help though they will incur cost as popular websites which are the hot destination of the online customers will selling their space for advertising by very high price. And beside the cost consideration, we will tend to choose the websites and forums where the high income female customers will tend to gather to discuss their clothing and other accessories.

 

6.2    Membership system and target email advertising

 

Regarding the email advertising, we have two major strategies to be applied here in our new project to manage an online store. On one hand, we will require the website developer to build up a website that comes with stable email system which is already supported by our chosen host management package, and with a stable email system we will collect the email from our members as well as those who are interested in our products as the targeted audience for regular email sending to inform them about the updated news of our products (coupon could also been sent to those who have already made purchasing to encourage them for further buying); and on the other hand, we will hire the third party email advertising company who has the access to the customers in our niche market to send out our standardized advertisements to attract more traffic into our online ship website. There are two major advantages of using email advertising: first of all, it cost very little (or even zero if the email addresses are already in the server’s data based through self-voluntary signup) because group email could be supported by many email system and the host management company would also provide similar group email delivery services, hence cost will be minimized using this way of advertising; another advantage of using the email advertising is that email will be read by the customers and their attentions will be attracted by our product and further led to the inflow of the traffic through the email system. And the most important reason of using the email advertising is that it avoid the direct competition with the competitors because one single email will only advertise the company’s products and customers can’t get information about other products and under such circumstances, they may probably make the purchasing.

 

7.        Chapter 7: Permission marketing

 

Permission marketing refers to obtaining the customers’ consent before initiating database marketing efforts. And the main advantage of using permission marketing is that there is clear exchange relationship here: the company desires to collect the information on the customers and in return will use the data or permission to design and advertise the products (Blattberg, Kim, P. D., Kim, B. D. & Neslin 2008, p. 94). In the previous session, we have already one major kind of the permission marketing, the email advertising by collecting email address through the customers. Here we talk about another permission marketing channel: RSS. RSS is a family of web feed formats used to publish frequently updated work, by encouraging the website visitors to sign up the RSS, it will enlarge the audience that the marketing information could be delivered to. And similar to email system, RSS also charge very little to disseminate the marketing information, and an advantage that the email advertising may not have is the instant notice by RSS because an active RSS user will notice the update very quickly after the issue of the message and also the RSS state short and easy to read information that could attract the customers by several seconds while many email users will tend to neglect the long advertising email before they could open the email to see the content inside.

 

 

8.        Chapter 8: Social media marketing

 

Social media marketing refers to the process of gaining traffic or attention through social media sites (searchengineland.com 2011). Facebook, Twitter, LinkedIn, and YouTube could all be the channels that are suitable to advertise our products and brand through the people’s discussion and purchasing experience sharing. One important job that we have to do is that keep daily reply to the questions that these people who paying attention to our product may have in term of reply in the face book and also via email.

 

 

Reference

 

Blattberg, R. C., Kim, P. D., Kim, B. D. & Neslin, S. A. 2008, Database Marketing: Analyzing and Managing Customers. Germany: Springer. p. 94

 

Charlesworth, A. 2009, Internet Marketing: A Practical Approach. New York: Butterworth-Heinemann. p. 28

 

Clark, E., Cho, G. & Hoyle, A. 2010, Cyber Law in Australia. The Netherlands: Kluwer Law International BV. p. 146

 

Grappone, J. & Couzin, G. 2011. Search Engine Optimization: An Hour a Day. Danver, MA: John Wiley & Sons, Inc

 

Lincoln, S. R. 2009, Mastering Web 2.0: Transform Your Business Using Key Website and Social media tools. London: Kogan Page. p. 71

 

Lutze, H. F. 2009. The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing. Danver, MA: John Wiley & Sons, Inc

 

malaysiahost.com 2011. Mission Statement. Accessed on 6th Apr 2012 [online] available: http://www.malaysiahost.com/

 

Mitchell, M. 2009. Unleash the Power of Paid Search. New Jersey: Pearson Education, Inc.

 

searchengineland.com 2011. What Is Social Media Marketing. Accessed on 6th Apr 2012 [online] available: http://searchengineland.com/guide/what-is-social-media-marketing

 

8.to, 2012. Singapore Win2k3 Web Hosting. Accessed on 6th Apr 2012 [online] available: http://www.8.to/win2k_web_hosting.html