Digital Marketing Management
Autor: Abhishek Doshi • August 3, 2016 • Research Paper • 4,351 Words (18 Pages) • 1,112 Views
Module Title: Digital Marketing Management
Assignment Title: John Sankey
Date: 19th February 2016
Word Count: 3,709
Student Number: N0662560
Contents
Executive Summary
Introduction
Key Debates in Digital Marketing in B2B Context
Key Debates in Digital Marketing in B2C Context
Key Findings relevant for John Sankey
Strategic Web Development Proposal
7C’s Framework
Types of Content Online
KPI’s (Key Performance Indicator)
Importance of Web Analytics Dashboard
Conclusions
References
Executive Summary
The digital marketing environment is on a constant change on an everyday basis. The main purpose of this report is to understand how John Sankey can implement the various different digital strategies to directly sell its furniture online to its customers. The first section of the report talks about the B2B and B2C contexts relating to digital marketing and its key findings that can be related to John Sankey which can help the organization to sell directly online. The second section of the report discusses and analyses the design of the website and the recommended changes that it can implement to make the experience more enjoyable for the user. Lastly, the final section talks about key KPIs can be used to evaluate the web development proposal and the challenges faced.
Introduction
John Sankey is a subsidiary of the parent company Meadowmead that is a UK based family-run business which designs and manufactures bespoke sofas, ottomans, armchairs and accessories (Meadowmead, 2016). The company prides itself in the quality of the furniture that it offers a lifetime guarantee on all the frames and springs. Each piece of furniture sold by the company is made with the highest level of craftsmanship and can be customized from a wide range of fabrics that are available from the company’s collection. The main factory and showroom of John Sankey is located in Derbyshire and currently, the furniture sold is through a strong network of 60 independent retailers across the UK. John Sankey has been awarded the ‘Manufacturing Guild Mark’, in recognition of its quality, attention to detail and service (John Sankey, 2016).
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