- MNM3714-
NBS-Books Marketing Plan
by
Name Student number Contact details
Hendrik Marais 60622482 0724188778
Date of submission:
2021-10-17
,DECLARATION
Complete and sign the following declaration.
PLAGIARISM DECLARATION FORM
Name : Hendrik Marais
Student No. : 60622482
Module code : MNM3714
I declare that this assignment entitled, “NBS-Books Marketing Plan” for “MNM3714” is my
own work and that all the sources that I have used or quoted have been indicated and
acknowledged by means of complete references.
Signature :
Date : 11/10/2021
-i -
, TABLE OF CONTENTS
DECLARATION ................................................................................................................. I
1 INTRODUCTION ......................................................................................................... 4
2 DIGITAL MARKETING PLAN ...................................................................................... 4
2.1 SITUATION ANALYSIS ......................................................................................... 4
2.1.1 Internal environment ....................................................................................... 4
2.1.2 External Environment ..................................................................................... 5
2.2 FUSION OF THE E-BUSINESS AND E-MARKETING STRATEGY ...................... 5
2.3 FORMULATE OBJECTIVES ................................................................................. 6
2.4 DEVELOP AN IMPLEMENTATION PLAN TO MEET THE OBJECTIVES ............ 6
2.5 BUDGETING ......................................................................................................... 6
2.6 EVALUATION OF PLAN AND CONTROL OF STRATEGY .................................. 6
3 WEBSITE .................................................................................................................... 7
3.1 WEBSITE CONTENT ............................................................................................ 7
3.2 WEBSITE DESIGN ................................................................................................ 8
4 SEARCH ENGINE OPTIMISATION (SEO) ................................................................. 9
4.1 ON-PAGE OPTIMISATION ................................................................................... 9
4.2 OFF-PAGE OPTIMISATION.................................................................................. 9
5 ONLINE ADVERTISING ............................................................................................ 10
5.1 AFFILIATE MARKETING..................................................................................... 10
5.1.1 Objectives for implementing Affiliate marketing ............................................ 10
5.1.2 Payment of Affiliates ..................................................................................... 11
5.1.3 Setting up the programme ............................................................................ 11
5.1.4 Finding affiliate partners ............................................................................... 11
5.1.5 Managing the relationship ............................................................................ 11
5.2 RECIPROCAL MARKETING ............................................................................... 11
5.3 VIRAL MARKETING ............................................................................................ 11
6 E-COMMERCE WEBSITE ........................................................................................ 12
6.1 LOGIN PAGE ...................................................................................................... 12
6.2 HOME SCREEN .................................................................................................. 13
6.3 PRODUCT PAGE ................................................................................................ 13
6.4 PRODUCT OVERVIEW PAGE............................................................................ 14
6.5 CART PAGE ........................................................................................................ 15
7 MOBILE MARKETING............................................................................................... 16
- ii -
NBS-Books Marketing Plan
by
Name Student number Contact details
Hendrik Marais 60622482 0724188778
Date of submission:
2021-10-17
,DECLARATION
Complete and sign the following declaration.
PLAGIARISM DECLARATION FORM
Name : Hendrik Marais
Student No. : 60622482
Module code : MNM3714
I declare that this assignment entitled, “NBS-Books Marketing Plan” for “MNM3714” is my
own work and that all the sources that I have used or quoted have been indicated and
acknowledged by means of complete references.
Signature :
Date : 11/10/2021
-i -
, TABLE OF CONTENTS
DECLARATION ................................................................................................................. I
1 INTRODUCTION ......................................................................................................... 4
2 DIGITAL MARKETING PLAN ...................................................................................... 4
2.1 SITUATION ANALYSIS ......................................................................................... 4
2.1.1 Internal environment ....................................................................................... 4
2.1.2 External Environment ..................................................................................... 5
2.2 FUSION OF THE E-BUSINESS AND E-MARKETING STRATEGY ...................... 5
2.3 FORMULATE OBJECTIVES ................................................................................. 6
2.4 DEVELOP AN IMPLEMENTATION PLAN TO MEET THE OBJECTIVES ............ 6
2.5 BUDGETING ......................................................................................................... 6
2.6 EVALUATION OF PLAN AND CONTROL OF STRATEGY .................................. 6
3 WEBSITE .................................................................................................................... 7
3.1 WEBSITE CONTENT ............................................................................................ 7
3.2 WEBSITE DESIGN ................................................................................................ 8
4 SEARCH ENGINE OPTIMISATION (SEO) ................................................................. 9
4.1 ON-PAGE OPTIMISATION ................................................................................... 9
4.2 OFF-PAGE OPTIMISATION.................................................................................. 9
5 ONLINE ADVERTISING ............................................................................................ 10
5.1 AFFILIATE MARKETING..................................................................................... 10
5.1.1 Objectives for implementing Affiliate marketing ............................................ 10
5.1.2 Payment of Affiliates ..................................................................................... 11
5.1.3 Setting up the programme ............................................................................ 11
5.1.4 Finding affiliate partners ............................................................................... 11
5.1.5 Managing the relationship ............................................................................ 11
5.2 RECIPROCAL MARKETING ............................................................................... 11
5.3 VIRAL MARKETING ............................................................................................ 11
6 E-COMMERCE WEBSITE ........................................................................................ 12
6.1 LOGIN PAGE ...................................................................................................... 12
6.2 HOME SCREEN .................................................................................................. 13
6.3 PRODUCT PAGE ................................................................................................ 13
6.4 PRODUCT OVERVIEW PAGE............................................................................ 14
6.5 CART PAGE ........................................................................................................ 15
7 MOBILE MARKETING............................................................................................... 16
- ii -
