Title: Emarketing Strategy

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WMES1103 STRATEGIC MANAGEMENT OF INFORMATION
TECHNOLOGY
Title E-marketing Strategy (pay-per-click
advertising)

• Group Member
• Hoo Kah Foong WEK040043
• Lee Way Nah WEK040476
• Lee Yit Teng WEK040078

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Introduction

• What is e-marketing strategy?
• E-marketing strategy is a fundamental of a
  marketing plan aim to maximize Return On
  Investment (ROI) by targeting only those who are
  potential customers for an organization in the
  Internet.
• E-marketing strategy can help
• Identify the best target market segments
• Develop the right marketing programs
• Attract and retain profitable customers
• Put in place the processes and people that need
  to have a productive and cost-effective marketing
  team.

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Proposed eBusiness
Florist.com This company is a florist and flower
shop that serves and fulfill all customers'
floral needs, regardless of the occasion with the
online flower shop. In order to provide a more
efficient service to the clients, the flower shop
will provide a delivery services to customer. To
attract more customers to visit to the site,
pay-per-click advertising is a suitable strategy
for a new company to promote their website with
getting a top ranking in search engine.
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Vision
The Florist is committed to very high standards
and a great deal of care into each order and
become one of the most influential market leaders
of floriculture industry via electronic marketing
strategy in Asia Pacific Region. Slogan, Flower
for Everyone and Everywhere.
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Mission
The mission of Florist is to prepare every flower
order using the freshest, high quality flowers
which every catching combinations are designed to
tempt the senses with evocative colors and scent
and make a very special gift for family, friends
or make the perfect personal treat.
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Objectives

• Our main objectives
• to conduct transparent business operations
  within the legal, social community, nature and
  economical frame work with aims to attain the
  mission reflected by our vision. Besides, our
  objectives
• to maintain gross margin of 25 percent
• to establish annual growth rate of 25 percent
• to expand product family by adding 10 different
  kinds of flowers and flowers arrangements
  annually.

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SWOT
Strengths

• Product (Product Quality)
• variety of flowers and products from which to
  choose
• create beautiful floral designs using the finest
  fresh flowers combined with scented herbs and
  interesting foliages
• flower plant collection includes Seasonal
  Flowers, Hand-tied Bouquets, Fairtrade Flowers,
  Scented Flowers and also Seasonal Plants.
• Product features
• Customization allow customers to choose what
  they wish.
• In-flight care - Flowers coming from abroad must
  be sent with care and speed, flowers are often
  kept in refrigerated conditions at the airport
  and flown in cooled planes and send through
  flight in order to save time.

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Strengths (Cont.)

• 2. Man Power (Creativity)
• teams of talented florists also develop
  special designs for occasions such as
  Valentine's Day, Mother's Day, Easter and
  Christmas
• The flower collection is complimented by other
  luxury brands including Rococo Chocolate
  Truffles, Abahna, Nougat and LSA vases. We employ
  fully trained florists and floral designers who
  have wide ranging experience of working with
  flowers and flower design

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Strengths (Cont.)

• Management (Customer Service and Quality Control)
• committed to very high standards and a great deal
  of care and attention goes into each and every
  order
• pay particular attention to details such as the
  personal message, packaging and delivery
• sought out the highest quality packaging to
  create the essential elements of a perfect gift
  or treat
• offer customers a comprehensive, convenient and
  personal 'gifting' service
• want every item to look and feel special and to
  be as 'personal' as possible so that create a
  long lasting impression

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Weaknesses

• Lack of stocks (Unable to meet the peak orders)
• Do not have enough stocks to meet the order since
  the flower cannot be stored.
• Fraudulent of payment

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Opportunities

• Increase in demand
• The average Asia Pacifics household gave 4
  percent of its total spending to gifts and more
  than 30 percent of them are spending in flowers.
• AFTA, WTO, ASEAN free trade association
• provide more trade opportunities for imports and
  exports, easy for new investors enter into the
  market, less tariff imposed, enrich the supply
  chain availability lower the production costs
  and strengthen the distribution channel.

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Threats

• High degree of competition
• Dynamic change in climate
• Substantial increase in petrol oil price brought
  to highly impact to production and delivery cost.

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• What is Pay-Per-Click Advertising?
• Pay-per-click advertising (PPC) is one of the
  types of e-marketing strategy. PPC is a premier
  way of advertising on the internet that allow
  companies to determine-
• The exact copy the companies want to run on their
  advertisement.
• Exactly which keyword searches that they want to
  display on the advertisements.
• The ranking of the advertisements in the search
  engine.
• - Exactly how much it will cost per click.

A well managed PPC advertising will bring traffic
that achieves companies goal, or desired
outcome, whether it is to publicize an event or
sell goods and services.
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Objectives

• Obtain quality traffic
• Ensure that visitors are converted into
  customers
• - Stimulate action that brings revenue

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Example goClick.com
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Six easy steps to use pay-per-click
advertising- Step 1 Create an Account Step 2
Log into Your Account Step 3 Add Keywords and
phrases to bid for top ranking in
search engine Step 4 Fund Your Account (payment
based on debit account
system) Step 5 Adjust Your Bids to make sure
you are in the optimum position with
the ability to pay for it Step 6 Start Seeing
Results
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In order to obtain a good result (top ranking),
it is depend on- - Popularity of the selected
keyword phrases - Relevance of keywords to the
product - What position companies are listed in
under each keyword phrase - How interesting the
site description is to a searcher
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Cost
Initial Bid set to the default, which is "0.01",
recommended 0.10 to ensure maximum exposure.
Below is an example of calculating the cost of
PPC advertising Let's say that Florist.com
receives 100 visitors to the site, and that of
every 100 visitors, 5 visitors buy something. The
company also knows that on average when a
customer buys something, they make 10 profit.
That means 5 paying customers x 10 profit per
customer 50 profit 50 total profit / 100
visitors 50 cents-per-visitor profit Using
simple math, we see that even though not every
visitor buys something, on average a visitor is
worth 50 cents profit for the company. That means
that they can afford to pay up to 50 cents per
click to "break even". If the company pays any
more than 50 cents per click, they will lose
money if pays less than 50 cents per click,
they will make money. The company may decide that
they wants to spend, at most, half of their
profits on advertising. This means the company
wants to be listed as high as possible while
paying 25 cents per customer.
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Advantages
- Can generate traffic right away. It's simple
If a company able to spend the bids, it can get
top placement, and potential customers will see
the website first. If visitors are searching for
the key phrases on which company had bid and
placed a well-written ad, it will get clicks the
moment the ad is activated. - Fast With some
systems, such as goClick.com, Google and etc,
target traffic can be generated within a few
minutes of opening an account. - Agile (fast and
adaptive) Where natural search engine marketing
or other forms of advertising can lag weeks or
months behind changing audience behavior, you can
adjust most pay-per-click campaigns in hours or
days. That provides unmatched ability to adjust
to market conditions. - Can be bargain
Sometimes, visitors can find keyword 'niches' for
which the top bid is around 0.10 - in that case,
PPC is a great option, because PPC can generate
traffic to the site for a fraction of the cost of
any other form of paid advertising.
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Security Measure

• Blocking "multiple clicks" from the same visitor
  is one of the most fundamental click blocking
  technologies.
• Evaluate the quality traffics rather than
  quantity. Quality traffic refers to traffic
  that is well-targeted which means that the
  visitors are
• looking for what the companies are advertising
• enter the site and look around
• complete a transaction
• come from countries and regions that the
  companies are
• interested in
• return to visit the site again

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Conclusion
PPC advertising bring a lot of advantages for the
companies to obtain the highest placement in
search engine at the same time to attract more
potential customers to visit their website. It is
a simple and easy strategy to advertise a website
by paying a small amount of bid price, with a
great Return On Investment (ROI) to the companies.
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Thank You