MNM3714
Portfolio
2nd Semester 2020
Assignment 03
AjuanOILS
E-Marketing Plan
by
Name Student number
Contact details
Declaration
Page 1
,PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3714
I declare that this assignment entitled,_________________ 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 :
Table of Contents
Page 2
,Declaration............................................................................................................................................1
1. Introduction.......................................................................................................................................4
2. Digital Marketing Plan........................................................................................................................5
2.1. Situation Analysis........................................................................................................................5
2.2. Fusion of the E-Business and Digital Marketing Strategy............................................................6
2.3. Formulate objectives..................................................................................................................6
2.4. Develop An Implementation Plan To Meet The Objectives........................................................7
2.5. Budgeting....................................................................................................................................8
2.6. Evaluation Of Plan And Control Of Strategy................................................................................8
3. Website..............................................................................................................................................9
3.1. Ways to Improve Web Content...................................................................................................9
3.2. Key Website Designing Components........................................................................................11
4. Search Engine Optimisation (SEO)...................................................................................................12
4.1. On-page Optimisation...............................................................................................................12
4.2. Off-page Optimisation...............................................................................................................12
5. Online Advertising...........................................................................................................................13
5.1. Affiliate Marketing....................................................................................................................14
5.2. Reciprocal Marketing................................................................................................................14
5.3. Viral Marketing.........................................................................................................................14
5.4. Recommendations for Advertising Campaign...........................................................................14
6. E-Commerce Website......................................................................................................................15
6.1. Homepage.................................................................................................................................16
6.2. Product Page.............................................................................................................................17
6.3. Product Details Page.................................................................................................................18
6.4. Trolley / Cart page....................................................................................................................19
6.5. Account Registration page........................................................................................................19
6.6. Log In Page................................................................................................................................20
7. Mobile Marketing............................................................................................................................21
7.1. SMS...........................................................................................................................................21
7.2. Voice Channels..........................................................................................................................22
7.3. Mobi-Site..................................................................................................................................22
7.4. Mobi-Social...............................................................................................................................22
8. E-mail Newsletter............................................................................................................................23
8.1. Components to create an effective e-mail newsletter..............................................................23
Page 3
, 8.2. Recommendations for AjuanOILS E-Newsletter........................................................................23
9. Social Media Campaign....................................................................................................................26
9.1. #happilyEverAfter Campaign Summary....................................................................................27
9.2. Advertisements.........................................................................................................................27
9.3. Social Media Expansion.............................................................................................................28
10. Online Metrics...............................................................................................................................29
10.1. E-Commerce site.....................................................................................................................29
10.2. Social Media............................................................................................................................30
10.3. Mobile Marketing...................................................................................................................30
10.4. Newsletters.............................................................................................................................31
11. Conclusion.....................................................................................................................................31
12. List of References...........................................................................................................................33
1.Introduction
AjuanOILS is an Organic Essential Oil Health Shop established in 2019 by Jendayi Ajuan
based in Johannesburg, specialising in health support and well-being. The brand authenticity
is derived from oils being extracted from renewable resources and harvested using
sustainable and ethical practices. Whilst largely successful, the business lacks an online
presence. Advertising is done primarily through word-of-mouth and via WhatsApp. These
tools are used to communicate with existing and potential customers.
Page 4
Portfolio
2nd Semester 2020
Assignment 03
AjuanOILS
E-Marketing Plan
by
Name Student number
Contact details
Declaration
Page 1
,PLAGIARISM DECLARATION FORM
Name :
Student No. :
Module code : MNM3714
I declare that this assignment entitled,_________________ 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 :
Table of Contents
Page 2
,Declaration............................................................................................................................................1
1. Introduction.......................................................................................................................................4
2. Digital Marketing Plan........................................................................................................................5
2.1. Situation Analysis........................................................................................................................5
2.2. Fusion of the E-Business and Digital Marketing Strategy............................................................6
2.3. Formulate objectives..................................................................................................................6
2.4. Develop An Implementation Plan To Meet The Objectives........................................................7
2.5. Budgeting....................................................................................................................................8
2.6. Evaluation Of Plan And Control Of Strategy................................................................................8
3. Website..............................................................................................................................................9
3.1. Ways to Improve Web Content...................................................................................................9
3.2. Key Website Designing Components........................................................................................11
4. Search Engine Optimisation (SEO)...................................................................................................12
4.1. On-page Optimisation...............................................................................................................12
4.2. Off-page Optimisation...............................................................................................................12
5. Online Advertising...........................................................................................................................13
5.1. Affiliate Marketing....................................................................................................................14
5.2. Reciprocal Marketing................................................................................................................14
5.3. Viral Marketing.........................................................................................................................14
5.4. Recommendations for Advertising Campaign...........................................................................14
6. E-Commerce Website......................................................................................................................15
6.1. Homepage.................................................................................................................................16
6.2. Product Page.............................................................................................................................17
6.3. Product Details Page.................................................................................................................18
6.4. Trolley / Cart page....................................................................................................................19
6.5. Account Registration page........................................................................................................19
6.6. Log In Page................................................................................................................................20
7. Mobile Marketing............................................................................................................................21
7.1. SMS...........................................................................................................................................21
7.2. Voice Channels..........................................................................................................................22
7.3. Mobi-Site..................................................................................................................................22
7.4. Mobi-Social...............................................................................................................................22
8. E-mail Newsletter............................................................................................................................23
8.1. Components to create an effective e-mail newsletter..............................................................23
Page 3
, 8.2. Recommendations for AjuanOILS E-Newsletter........................................................................23
9. Social Media Campaign....................................................................................................................26
9.1. #happilyEverAfter Campaign Summary....................................................................................27
9.2. Advertisements.........................................................................................................................27
9.3. Social Media Expansion.............................................................................................................28
10. Online Metrics...............................................................................................................................29
10.1. E-Commerce site.....................................................................................................................29
10.2. Social Media............................................................................................................................30
10.3. Mobile Marketing...................................................................................................................30
10.4. Newsletters.............................................................................................................................31
11. Conclusion.....................................................................................................................................31
12. List of References...........................................................................................................................33
1.Introduction
AjuanOILS is an Organic Essential Oil Health Shop established in 2019 by Jendayi Ajuan
based in Johannesburg, specialising in health support and well-being. The brand authenticity
is derived from oils being extracted from renewable resources and harvested using
sustainable and ethical practices. Whilst largely successful, the business lacks an online
presence. Advertising is done primarily through word-of-mouth and via WhatsApp. These
tools are used to communicate with existing and potential customers.
Page 4
