Sindra_John 1 | 32 Freelance Writer
Sep 28, 2012 | #1
Another Indian writer (kaursimran428@ymail aka Simran Kaur) living in Melbourne Australia Scammed me. Why is most of the Australian Students such crooks.
Running Head: KY WINE
[Name of the Writer]
[Name of the Institution]
Table of Contents
Introduction 1
Format 1
Purpose 1
Increase Awareness of KY Winery 2
Increase Awareness of the Product Offered 6
Increase Customer Interactivity with Website 7
Create Website Presence 8
Build Relationship with Profitable Customer 9
What Makes People Return 9
Relevant and Personalized Information 10
Immediate and Gratifying Results 11
The Experience of Belonging 11
Funny and Entertaining 11
Create Loyal Customers 12
Avoid Elements That Drive 12
Personalization of the Site as a Way to Increase Conversions 13
KY Wine
Introduction
This audit nominates KY wines to be evaluated in terms of the firm's website contributions on marketing goals. A comparison is carried out among other three industry competitors of KY. The focus will be on features of website to illustrate cues that communicate with site visitors and thereafter implications physical cues have on marketing of winery. The wineries chosen for this objective are family businesses and local wineries; therefore, this research seeks to improve the marketing of t small winery KY. According to (Hoyer & Maclnnis, 2008)argue that special attention must be paid to internet marketing and online communication tools as consumers are increasingly using internet as first point of reference and base their decisions on what they can find online. After conducting matrix analysis, poor results noted in matrix that will be followed by recommendation on KarraYerta can improve its strategies.
Format
The format of this research paper is conducted through sampling of competitors' website alongside my client's website. In addition, review conducted on past literature that focused on the role and impact of websites in aiding marketing strategies of these small local wineries.
Purpose
The objective of this research is to evaluate website of my client KY and give recommendations on contributions of wineries website to ensuring successful attainment of marketing department goals. Therefore, this exercise will lead to evaluating marketing features on website of my client in line with fulfilling such marketing goals. As your marketing consultants, we will provide detailed analysis of your strengths, weaknesses and areas of competitive advantage in terms of marketing communication strategy (Fjermestad, J., 2006). By end, of this E-Marketing audit as professional will be entitled to make recommendations that will enable my client achieve goals of winery.
Increase Awareness of KY Winery
- Radio, Internet, Newspaper and TV: The use of internet has been increasing day by day with very fast pace, and observing the penetration of the web in the most advanced countries as well as considering the constant growth in the use of internet in the world in recent years, one can easily predict that the number of users is set to increase further, making the Internet more damper the preferred channel to search for products and services, both in the context that in b2b and b2c.
Companies can then find the web a fundamental means to make contact with new customers, is to retain its customer base; here is that the effective development of a website for effective marketing communication therefore represents an asset for the company decisive for the granting of specific benefits sales and marketing (Peacock, Michael, 2008, p. 2). Moreover, to fully grasp the opportunities offered by the Internet, it is not sufficient that the companies should establish a website, but this powerful tool must be designed and maintained so that: - stimuli constantly navigator and is easy to use - both detectable by search engines - both reachable from other sites through direct links Strategic Management Partners , thanks to its deep experience on online, offers a comprehensive approach and designed to develop the company's website in order to maximize the effectiveness of marketing.
- The proposed approach consists of four steps: (1) Analysis of the consistency of marketing strategy on the web (2) Defining the mission of the site, (3) Design (4) Control and maintenance of the corporate website. The benefits of the approach are proposed: - Efficiency: reducing the cost of customer service and after sales service - Effectiveness: increase in revenues for the opening of the channel (e-commerce), improvement of redemption of marketing campaigns and contacts "spontaneous" - Brand awareness: increasing the level of service and recognition of brand, and development of customer experience (Story, Louise and comScore, 2008).
- Through Publishing the Advertisement in Adelaide Hills Magazine: Advertising in magazines is very different from advertising in newspapers. As we know, the only and the most important reason why people prefer one company over another - is trust. The basis for such trust and creates advertising in the magazine. Consumer confidence, of course, will not always be based on magazine advertising, but KY Winery can say that it is one of the most important roles. Advertising in the magazine creates a very believable picture, which is equivalent in this case the trust. If people feel that the magazine is reliable such as Adelaide Hills Magazine, it can be trusted; the same feeling will be extended to companies that publish their ads in it.
Advertising in the magazine has an active influence on the conscious and unconscious mind of the recipient. In addition, the magazine is much easier compared with the newspaper "aim" to potential customers. This is ensured by a number of factors: First, the presence of thematic sections, which allows you to determine which one of them it will give preference to a particular group of consumers; Second, more features on the use of colours, especially if the offer depends on the colour, such as in advertising textiles, clothing, etc., when the colour scheme can show not only the tone, but the shades; Third, more magazines than any other advertising medium, suitable for long texts (Bird, D., 2000). The fact is that people buy magazines in order to read them, and not to hear the news that it is easier to do with newspapers. An interesting possibility is advertising in a magazine (newspaper), combined with advertising on the radio, when a link to a radio spots advertising the same firm in the magazine.
Because of the specialization of some publications most of the audience reads the ads in magazines with the same interest as regular articles and notes. Advertisements placed in business magazines should contain more details about the product: direct, clear and specific technical information; ad text with trade terms and talking about trade, or describe specific industrial problems and giving options for their solutions.
Advertising in popular magazines for consumers should be: sustained in a friendly confidential tone; use more conversational techniques and emotion in demonstrating the merits of the product. In magazine, advertising photographs are used more often than images. Best suited to magazines image advertising, with the task of not only stimulate demand as suggestion. Brochures - a very appropriate tool to provide the most detailed information. Buyers tend to get the most useful of these brochures.
- Adding link to favorite site; Tourism Australia in promoting the brand to the guest: The idea of adding link to the website of Tourism Australia will be a good option to promote the brand among tourists.
- Having logo prominently displayed on all marketing collateral: Display of KY Winery' logo on several different marketing collaterals is also an effective tool for marketing and attracting more customers. Marketing Collateral or, in marketing and sales, is the collection of material used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective production of marketing collateral is important in any business, the marketing plan (Grewal, D., & Levy, M., 2010).
Examples of Marketing Collateral
- Visual aids used in sales presentations
- Sales brochures and other printed as newsletters with information products.
- Posters and signs
- Web content
- Sales stands
- Stands demo
- Products sheets
- White papers on products and uses.
It differs from advertising to the extent that will be used later as a support in the sales cycle, usually when a potential buyer has been identified and sales staff are making contact with them. Usually these are made using the same identity corporate and other corporate publications, including envelopes, labels, cards, letterheads, etc.
- Rent a billboard to be put in place on the highway near the airport: Renting a billboard on highway is good for increasing awareness as there are thousands of people pass through the highway. Billboard Advertising is one of the most common types of outdoor advertising is a stationary billboard advertisement. With the advent of various technologies of its location, and depending on the idea and purpose of the advertisement is determined by its qualitative effect. In addition, the trend of ways to advertise on a stationary billboard, especially on high ways and near the air ports and train stations, is interesting and worthy of attention and study, because even now, this type of advertising is rapidly developing, and to create a unique image, various innovations, such as the Wall units or large structures (Bird, D., 2000). Thus KY Wineries must use this medium to advertise its products as it will be viewable to a wide range of potential customers.
- Purchasing space time for your advertisement in Regent Cinema before starting of the movie. Many people love to have wine while watching movie so KY Wine should also purchase space time for advertisement in Regent Cinema before start of the movie.
Increase Awareness of the Product Offered
- Through establishment of the online menu including the price menu and sizes: There should be availability of menu on the website with complete description and prices so that customers can view the available offers.
- Complete product description newsletter: Magazine advertising, in general, there are two approaches, one is to put text ads, which involves Soft Man (Business Articles, the PR draft or simply soft paper) and rigid advertising. The benefits of soft paper readers magazine viewpoints or articles, non-corporate advertising; a rigid advertising the benefits do not have to speak (Marketing handbook 2006). The same rigid advertising, still involved in some delivery strategies and tactics, such as a full-page, or for three full-page form momentum. Another bundled product strategy that is, marketing methods.
- Strategic Alliance with INDAILY: Strategic alliance with different newspapers websites will positively affect marketing strategy. Close, Long Term Relationship in its simplest terms refers to the association of two or more individuals or legal entities in order to generate, with the contributions of each different type projects. A more technical term is what gives strategic alliances are organizational arrangements and operational policies within which independent organizations share administrative authority, establish social bonds and accept joint ownership. Another concept is not unlike that defines strategic alliances as joint initiatives, coordinated from government, business and civil, in which each contributes to essential resources (financial, human, technical, and political news) and participates in the decision making process, creating synergies that enhance resource utilization (Chopra, S. and Meindl, P. 2010).
A definition is even more digestible defining strategic alliances and partnerships between rival or potentially rival that prefer to carry out a particular project by coordinating capabilities, means and resources. It involves a mutual and continuing with a long-term commitment. They carry information sharing and recognition of risks and rewards in the relationship.
Increase Customer Interactivity with Website
- Virtual tours: To introduce the products there must be virtual tours of products, process, and other related operations.
- Frequently Asked Questions and Online Feedback Form: There are very few FAQs on the website they should be more. In order to continuously improve the quality and experience of customer's feedback forms should be available on website so that customer can give feedback of products and services. Furthermore, on the website there is a need to place a link of favorite link so that customer can add the link to favorites and saves time (Bird, D., 2000).
- Customer Blog Page: Making a customer blog page will also increase the interaction with customers and customers will feel more close as he / she will have an easy option of giving his views on the products and services and the customers feedback will help KY Winery to enhance its products and services according to the demand of customers so that their satisfaction can be increased.
- Online Ordering Form: Customers should be offered free membership accounts on the website through which they can receive offers and newsletters of KY Wines and they should be offered discounted products according to their membership and they should be given facility to order online through online ordering form.
Create Website Presence
- Create Facebook page: For a better marketing communication KY Wines needs to place its advertisements on different social networking websites to target wide range of customers. As the website of KY Wines is not very much effective and user friendly so it should be innovated it with more information for its products. There should be links of social networking website as well so that visitors can share what like on the site (Croll, Alistair, and Sean Power, 2009).
- Media release - write one for your company
- Add favorite links to your page: Web sites exist for several reasons; selling products, make money, increase customer awareness, and provide customer service is just some of them. However, I think the main goal of many Web sites should be to increase awareness of the products and / or services of the company in question, and get users to become customers loyal. Getting your website to help you get it you need to make it "addictive", that is, a Web site those users will want to return regularly and add to your favourites list (Chaffey, Dave, 2000, Pp.5-15).
- The Release Policy is Very Important: Magazine advertising, in general, there are two approaches, one is to put text ads, which involves Soft Man (Business Articles, the PR draft or simply soft paper) and rigid advertising. The benefits of soft paper readers magazine viewpoints or articles, non-corporate advertising; a rigid advertising the benefits do not have to speak. The same rigid advertising, still involved in some delivery strategies and tactics, such as a full-page, or for three full-page form momentum. Another bundled product strategy that is, marketing methods.
Build Relationship with Profitable Customer
- VIP memberships for potential and current customers
- Introducing customer loyalty cards for customers to get discounts
What Makes People Return
The contents are the key. Visitors browse the Internet looking for content. So, in most cases, a website should be more than just a brochure, should provide useful content that users will want to refer back to. Such content may include articles, interviews, surveys, online tools, downloadable tools, useful links, audio-video streaming, FAQ files, PowerPoint slides, news, newsletters, and almost anything that your customers will be of some utility (Hanson, Ward A., and Kirthi Kalyanam, 2007). Examples can be found in many websites, the contents on the web make the website attractive, such as:
- Excel tools for planning meetings
- Streaming video
- Presentations with learning objectives
- Archive FAQ
- Acknowledgements
- Agenda with professional commitments
- News
- Newsletters
It should be updated often these contents. I recommend highlighting the new content in the home, giving the impression that the Web site is maintained and cared for, and that is not a "ghost site" (where the contents are never modified).
A company that analyzes the best practices for interactive marketing has long made an extensive survey, which asked Internet users what they were encouraged to add a website to your favourites, which obtained some interesting results in the highlighting four main reasons:
Relevant and Personalized Information
The first reason is that the website information should be relevant and personalized in the content section. Amazon is certainly a classic example. Its Web site, which is full of content, offers reviews, notes on authors, excerpts, and more information than you could imagine about any book. It also gives suggestions based on your buying habits.
Immediate and Gratifying Results
A major goal of any website is to provide the requested information quickly. This requires a good navigation system. An excellent example of a good navigation system, which also provides gratifying results, is the website of BMW USA. In its "Virtual Centre" can "build your own BMW." This interactive site allows you to choose your model, body colours and interior, and accessories. With every choice is made, you can display the result (a red Z4 retractable hardtop, for example) and the total cost based on the options chosen. The site asks you if you would like to explore financing options only after providing this information (i.e. immediate and rewarding results) (Grossnickle, Joshua, and Oliver Raskin, 2001).
The Experience of Belonging
The possibility of developing an online community those users will return to your website regularly. BMW's Web site, for example, includes a section entitled "Circle of owners" providing technical assistance. Needless to say we offer the "guest access" because they want to attract new owners. Partnerships are another example. MPI addresses members using his first name to invite them to revisit your site. They work to create their "communities of interest" so that users become regular visitors to your website.
Funny and Entertaining
While fun and entertainment not fit well at all sites, fun and entertaining content it getting users to come back again and again. The Web site of KY Wines should be entertaining and full of content. It should not only provide comprehensive information on the winery, but also games and sports online music, downloading music files, viewing trailers, about KY Winery events, and even the ability to send an email to speaker friends using your own image as a "star". Everything on this website is fun, and so users return again and again.
Create Loyal Customers
- Loyalty card program for the customers: To premium customers loyalty cards should be given so that long term and close relationship can be maintained (Clow, Kenneth E & Donald Baack, 2007, pp.6-7).
- Free wine tasting voucher: For the premium and loyal customer free tasting vouchers for new products should be offered to introduce the product. As well as for new customers a discounted voucher is a good idea to attract them towards KY Winery's product.
Avoid Elements That Drive
May be many of the contents of your website deserve to be added to "My Favourites". Here are some things to avoid:
Music
One of the things that bother me is those websites in which, when you open the home, starts sounding tune. Not only slows down the loading time but invade the senses of users in the worst sense of the word (Juon, Catherine, and Dunrie Greiling, 2012, Pp.22-25). Each one of us has his own musical preferences, which almost never agree with what you hear on these websites.
Interstitial Ads
Interstitial ads are those irritating pop-up windows that open automatically when you enter a Web site. Personally I prefer to devote my time to gather information to close these windows fit only unnecessary distraction.
The Extreme Slowness
If the home does not load in 20-25 seconds with a dial acceptable, forget it. This is especially true in the case of pages "splash" (those landing pages with many graphics that appear before the home on some websites).
Excessive Password Protection
If the website does not allow me access too much of what it offers before asking my personal information, or I can choose and modify both the username and password in the restricted zone, throw in the towel. There are many Web sites that are not unnecessarily restrictive or complicated. Marketing efforts of your company or association should revolve around your website (Sheehan, Brian, 2010, Pp.1-15). When constructed and managed properly, will make the world your market and will provide many customers. Otherwise, your efforts will be wasted.
Personalization of the Site as a Way to Increase Conversions
Today's Internet users are very experienced and impose very high demands on the visited sites. Any system of web analytics shows that the highest conversions are performed on specialized sites with content relevant user queries. Application site personalization technologies to meet those needs, is a unique, effective and promising solution. The studying the benefits of personalization sites, and consider two basic ways: targeting based on rules and targeting based on algorithms.
Customers require a good modern site design, relevant content, easy navigation. Personalization site provides marketers with the opportunity to meet the growing needs, providing content and advertising, which adapts to the behaviour and characteristics of visitors. One website for all occasions is not appropriate because: The intentions of users are diverse. Neither website can meet the needs of all visitors to a single design. Offering too diverse or too highly specialized content, static sites meet the requirements of some users, alienating others. Adapting content created using personalization adapts to users, allowing sites to effectively attract a variety of visitors (Meyerson, Mitch, and Mary Eule Scarborough, 2008).
Customers demand high relevance. Today's sophisticated consumers are showing their awareness in every interaction with a brand. They use the Internet for business and information at every stage of the consumer cycle. Customers do not just want to find what they're looking for, but they want to do it quickly and in accordance with their needs. In an environment with a faster pace of static websites are at a great disadvantage. Companies underestimate the conversions traffic sites - a very valuable commodity, forcing marketers to try to squeeze everything out of every interaction with the visitor. No personal or generated content interrupts the cycle of purchase, for the failure to provide the correct sentences and elements of customer experience that will increase productivity and provide the relevant information. Static site lacks mobility to offer similar personalized content, limiting the involvement as well as the possibility of additional sales and cross.
Companies invest a significant part of the resources to design and drive traffic to the site (SEO, PPC advertising, etc.). Personalization site improves the process of turning visitors into customers and customers (conversion), as adapts behaviour and experience allows firms to maintain interaction at all points of intersection. For example, if a customer visits a website operator and interested in the products of Wineries, the firm can put these data into targeted e - mail newsletter or SMS campaign (Meyerson, Mitch, and Mary Eule Scarborough, 2008). To use the full value of the incoming traffic to the site, the company must use discernment personalization, in addition to the cross-channel strategy.
In practice, we in the "WEB-galaxies" customers use personalization sites for: Providing relevant content. Personalization site simplifies the process of finding content visitor. Technology appropriately identifies the key characteristics of the visitor, and categorizes it based on predefined rules. At the same time, the visitor feels the personalization site, enjoying the benefits of noise reduction of irrelevant information, and sees only the content that interests him.
Targeted advertising: Forming advertising depending on the needs of the client, based on the history of its interaction with the site. First, it increases customer satisfaction, and also leads to an increase in conversions. While the history of user interaction with the site accumulates, these data can be used to develop a unique, relevant special offers in the future, as well as visitors with similar interests. All personalization techniques can be divided into two main categories: Targeting based on rules and Targeting based on algorithms (King, Andrew B., 2008).
Targeting based on rules, stimulates segment-oriented decision-making. Personalization site, based on the rules is the practice of using historical data, behavioural data, and environmental data for a unique proposal based on predefined rules. Typical personalization rule based on the rules take the form "If a visitor makes a follow-up, the show offers X." One segmentation example easily tracked and client characteristics that geographic location. If the customer visits the site seller of clothing from Sochi, the rule will personalize advertising sales sandals, based on the IP address of the visitor, but if the address IP belongs to St. Petersburg, he will promote a coat or shoes.
Targeting based on the algorithm generates accurate at the individual level. Based on algorithms targeting - the use of mathematical systems to monitor visitor behaviour and the development of prediction models (predictive models) to work out the most relevant content for each visitor. In contrast to the strategy of targeting based on rules, algorithms targeting creates and connects a large, potentially infinite number of computer-generated micro segments - all of which develop when a model student. An example of this technique is a banking site, which serves a number of different customers and offers a wide range of financial products. In this case, the target is based on algorithms that are effective in the connection information on the behaviour of customers and to predict the most effective individual ads for each visitor of a large number of potential options.
Each approaches its time and place. Approach based on the rules most suitable in situations where visitors can share in the exclusive segments, such as the photography enthusiast. But targeting, based on rules, it may be difficult in the gradation adjustment for manual creation of rules. As a strategy, based on statistical techniques, personalization, based on an algorithm is best suited to firms with high traffic, which generate enough data conversion and training of accurate targeting models (King, Andrew B., 2008). Personalization based on algorithms that are also well suited for situations with a large number of proposals overlap. Despite the fact that this is an impressive tool, is not without drawbacks. This technique is often seen as a strategy of "black box" and many companies cannot bear the thought that some unknown mathematical formula can personalize the content.
In conclusion, we give some recommendations for the implementation of personalization on their sites. First, make sure the web analytics (e.g., Google Analytics) to analyze the results. Personalization to work properly, have a positive effect on the conversion and business marketers need to measure the effectiveness of targeting efforts for designated purposes. In addition, it is desirable to use the tools targeting different levels. Rules-based algorithms and personalization strategies are not necessarily mutually exclusive. Analysts should determine the possibility of using targeting their websites and targeting techniques to identify suitable for every situation. In circumstances where these two technologies can act independently and without causing conflicts, analysts KY Winery can use different technologies together (King, Andrew B., 2008).
And most importantly, actively manage all aspects of targeting in behavioural targeting, there is no such decision as a "set and forget". All targeting efforts should always be checked at regular intervals and periodically compared with the control group, which was not personalized to verify the effectiveness of targeting.
References
Bird, D. (2000). Marketing insights and outrages a collection of pithy pieces from Marketing Magazine. London: Kogan Page.
Chaffey, Dave. (2000) Internet marketing: strategy, implementation, and practice. Harlow, England: Financial Times Prentice Hall, 2000. Pp.5-15
Chopra, S. and Meindl, P. (2010). Supply Chain Management - Strategy, Planning, and Operation. Pearson, Upper Saddle River, 4th edition.
Clow, Kenneth E & Donald Baack. (2007) "Integrated Advertising Promotion and Marketing Communications", 3rd Edition, Upper Saddle River, pp.6-7.
Croll, Alistair, and Sean Power (2009). Complete Web Monitoring. Beijing: O'Reilly. p. 97.
Cunningham, M. J. (2002). Customer relationship management. Oxford, England: Capstone Pub..
Fjermestad, J. (2006). Electronic customer relationship management. Armonk, N.Y.: M.E. Sharpe.
Grewal, D., & Levy, M. (2010). Marketing (2nd ed.). Boston: McGraw-Hill Irwin.
Grossnickle, Joshua, and Oliver Raskin. (2001) Handbook of online marketing research. New York: McGraw-Hill.
Hanson, Ward A., and Kirthi Kalyanam. (2007) Internet marketing & e-commerce. Student ed. Australia: Thomson/South-Western.
Juon, Catherine, and Dunrie Greiling. (2012) Internet marketing: start-to-finish. Indianapolis, Ind.: Que. Pp.22-25.
King, Andrew B. (2008) Website optimization. Farnham: O'Reilly, 2008. Print.
Marketing handbook 2006 (16th. ed.). (2006). S.l.: Hollis Pub..
Meyerson, Mitch, and Mary Eule Scarborough. (2008) Mastering online marketing. Irvine, CA: Entrepreneur Press, 2008.
Peacock, Michael (2008). Selling Online with Drupal E-Commerce: Walk through the Creation of an Online Store with Drupal's E-Commerce Module. Birmingham. p. 2.
Sandhusen, R. (2000). Marketing (3rd ed.). Hauppauge, N.Y.: Barron's.
Sheehan, Brian. (2010) Online marketing. Lausanne: AVA Academia. Pp.1-15.
Story, Louise and comScore (2008). "They Know More Than You Think" (JPEG). The New York Times. in Story, Louise (March 10, 2008). "To Aim Ads, Web Is Keeping Closer Eye on You". The New York Times (The New York Times Company).
andywoods57
Running Head: KY WINE
KY Wine Research Paper
[Name of the Writer]
[Name of the Institution]
Table of Contents
Introduction 1
Format 1
Purpose 1
Increase Awareness of KY Winery 2
Increase Awareness of the Product Offered 6
Increase Customer Interactivity with Website 7
Create Website Presence 8
Build Relationship with Profitable Customer 9
What Makes People Return 9
Relevant and Personalized Information 10
Immediate and Gratifying Results 11
The Experience of Belonging 11
Funny and Entertaining 11
Create Loyal Customers 12
Avoid Elements That Drive 12
Personalization of the Site as a Way to Increase Conversions 13
KY Wine
Introduction
This audit nominates KY wines to be evaluated in terms of the firm's website contributions on marketing goals. A comparison is carried out among other three industry competitors of KY. The focus will be on features of website to illustrate cues that communicate with site visitors and thereafter implications physical cues have on marketing of winery. The wineries chosen for this objective are family businesses and local wineries; therefore, this research seeks to improve the marketing of t small winery KY. According to (Hoyer & Maclnnis, 2008)argue that special attention must be paid to internet marketing and online communication tools as consumers are increasingly using internet as first point of reference and base their decisions on what they can find online. After conducting matrix analysis, poor results noted in matrix that will be followed by recommendation on KarraYerta can improve its strategies.Format
The format of this research paper is conducted through sampling of competitors' website alongside my client's website. In addition, review conducted on past literature that focused on the role and impact of websites in aiding marketing strategies of these small local wineries.
Purpose
The objective of this research is to evaluate website of my client KY and give recommendations on contributions of wineries website to ensuring successful attainment of marketing department goals. Therefore, this exercise will lead to evaluating marketing features on website of my client in line with fulfilling such marketing goals. As your marketing consultants, we will provide detailed analysis of your strengths, weaknesses and areas of competitive advantage in terms of marketing communication strategy (Fjermestad, J., 2006). By end, of this E-Marketing audit as professional will be entitled to make recommendations that will enable my client achieve goals of winery.
Increase Awareness of KY Winery
- Radio, Internet, Newspaper and TV: The use of internet has been increasing day by day with very fast pace, and observing the penetration of the web in the most advanced countries as well as considering the constant growth in the use of internet in the world in recent years, one can easily predict that the number of users is set to increase further, making the Internet more damper the preferred channel to search for products and services, both in the context that in b2b and b2c.
Companies can then find the web a fundamental means to make contact with new customers, is to retain its customer base; here is that the effective development of a website for effective marketing communication therefore represents an asset for the company decisive for the granting of specific benefits sales and marketing (Peacock, Michael, 2008, p. 2). Moreover, to fully grasp the opportunities offered by the Internet, it is not sufficient that the companies should establish a website, but this powerful tool must be designed and maintained so that: - stimuli constantly navigator and is easy to use - both detectable by search engines - both reachable from other sites through direct links Strategic Management Partners , thanks to its deep experience on online, offers a comprehensive approach and designed to develop the company's website in order to maximize the effectiveness of marketing.
- The proposed approach consists of four steps: (1) Analysis of the consistency of marketing strategy on the web (2) Defining the mission of the site, (3) Design (4) Control and maintenance of the corporate website. The benefits of the approach are proposed: - Efficiency: reducing the cost of customer service and after sales service - Effectiveness: increase in revenues for the opening of the channel (e-commerce), improvement of redemption of marketing campaigns and contacts "spontaneous" - Brand awareness: increasing the level of service and recognition of brand, and development of customer experience (Story, Louise and comScore, 2008).
- Through Publishing the Advertisement in Adelaide Hills Magazine: Advertising in magazines is very different from advertising in newspapers. As we know, the only and the most important reason why people prefer one company over another - is trust. The basis for such trust and creates advertising in the magazine. Consumer confidence, of course, will not always be based on magazine advertising, but KY Winery can say that it is one of the most important roles. Advertising in the magazine creates a very believable picture, which is equivalent in this case the trust. If people feel that the magazine is reliable such as Adelaide Hills Magazine, it can be trusted; the same feeling will be extended to companies that publish their ads in it.
Advertising in the magazine has an active influence on the conscious and unconscious mind of the recipient. In addition, the magazine is much easier compared with the newspaper "aim" to potential customers. This is ensured by a number of factors: First, the presence of thematic sections, which allows you to determine which one of them it will give preference to a particular group of consumers; Second, more features on the use of colours, especially if the offer depends on the colour, such as in advertising textiles, clothing, etc., when the colour scheme can show not only the tone, but the shades; Third, more magazines than any other advertising medium, suitable for long texts (Bird, D., 2000). The fact is that people buy magazines in order to read them, and not to hear the news that it is easier to do with newspapers. An interesting possibility is advertising in a magazine (newspaper), combined with advertising on the radio, when a link to a radio spots advertising the same firm in the magazine.
Because of the specialization of some publications most of the audience reads the ads in magazines with the same interest as regular articles and notes. Advertisements placed in business magazines should contain more details about the product: direct, clear and specific technical information; ad text with trade terms and talking about trade, or describe specific industrial problems and giving options for their solutions.
Advertising in popular magazines for consumers should be: sustained in a friendly confidential tone; use more conversational techniques and emotion in demonstrating the merits of the product. In magazine, advertising photographs are used more often than images. Best suited to magazines image advertising, with the task of not only stimulate demand as suggestion. Brochures - a very appropriate tool to provide the most detailed information. Buyers tend to get the most useful of these brochures.
- Adding link to favorite site; Tourism Australia in promoting the brand to the guest: The idea of adding link to the website of Tourism Australia will be a good option to promote the brand among tourists.
- Having logo prominently displayed on all marketing collateral: Display of KY Winery' logo on several different marketing collaterals is also an effective tool for marketing and attracting more customers. Marketing Collateral or, in marketing and sales, is the collection of material used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective production of marketing collateral is important in any business, the marketing plan (Grewal, D., & Levy, M., 2010).
Examples of Marketing Collateral
- Visual aids used in sales presentations
- Sales brochures and other printed as newsletters with information products.
- Posters and signs
- Web content
- Sales stands
- Stands demo
- Products sheets
- White papers on products and uses.
It differs from advertising to the extent that will be used later as a support in the sales cycle, usually when a potential buyer has been identified and sales staff are making contact with them. Usually these are made using the same identity corporate and other corporate publications, including envelopes, labels, cards, letterheads, etc.
- Rent a billboard to be put in place on the highway near the airport: Renting a billboard on highway is good for increasing awareness as there are thousands of people pass through the highway. Billboard Advertising is one of the most common types of outdoor advertising is a stationary billboard advertisement. With the advent of various technologies of its location, and depending on the idea and purpose of the advertisement is determined by its qualitative effect. In addition, the trend of ways to advertise on a stationary billboard, especially on high ways and near the air ports and train stations, is interesting and worthy of attention and study, because even now, this type of advertising is rapidly developing, and to create a unique image, various innovations, such as the Wall units or large structures (Bird, D., 2000). Thus KY Wineries must use this medium to advertise its products as it will be viewable to a wide range of potential customers.
- Purchasing space time for your advertisement in Regent Cinema before starting of the movie. Many people love to have wine while watching movie so KY Wine should also purchase space time for advertisement in Regent Cinema before start of the movie.
Increase Awareness of the Product Offered
- Through establishment of the online menu including the price menu and sizes: There should be availability of menu on the website with complete description and prices so that customers can view the available offers.
- Complete product description newsletter: Magazine advertising, in general, there are two approaches, one is to put text ads, which involves Soft Man (Business Articles, the PR draft or simply soft paper) and rigid advertising. The benefits of soft paper readers magazine viewpoints or articles, non-corporate advertising; a rigid advertising the benefits do not have to speak (Marketing handbook 2006). The same rigid advertising, still involved in some delivery strategies and tactics, such as a full-page, or for three full-page form momentum. Another bundled product strategy that is, marketing methods.
- Strategic Alliance with INDAILY: Strategic alliance with different newspapers websites will positively affect marketing strategy. Close, Long Term Relationship in its simplest terms refers to the association of two or more individuals or legal entities in order to generate, with the contributions of each different type projects. A more technical term is what gives strategic alliances are organizational arrangements and operational policies within which independent organizations share administrative authority, establish social bonds and accept joint ownership. Another concept is not unlike that defines strategic alliances as joint initiatives, coordinated from government, business and civil, in which each contributes to essential resources (financial, human, technical, and political news) and participates in the decision making process, creating synergies that enhance resource utilization (Chopra, S. and Meindl, P. 2010).
A definition is even more digestible defining strategic alliances and partnerships between rival or potentially rival that prefer to carry out a particular project by coordinating capabilities, means and resources. It involves a mutual and continuing with a long-term commitment. They carry information sharing and recognition of risks and rewards in the relationship.
Increase Customer Interactivity with Website
- Virtual tours: To introduce the products there must be virtual tours of products, process, and other related operations.
- Frequently Asked Questions and Online Feedback Form: There are very few FAQs on the website they should be more. In order to continuously improve the quality and experience of customer's feedback forms should be available on website so that customer can give feedback of products and services. Furthermore, on the website there is a need to place a link of favorite link so that customer can add the link to favorites and saves time (Bird, D., 2000).
- Customer Blog Page: Making a customer blog page will also increase the interaction with customers and customers will feel more close as he / she will have an easy option of giving his views on the products and services and the customers feedback will help KY Winery to enhance its products and services according to the demand of customers so that their satisfaction can be increased.
- Online Ordering Form: Customers should be offered free membership accounts on the website through which they can receive offers and newsletters of KY Wines and they should be offered discounted products according to their membership and they should be given facility to order online through online ordering form.
Create Website Presence
- Create Facebook page: For a better marketing communication KY Wines needs to place its advertisements on different social networking websites to target wide range of customers. As the website of KY Wines is not very much effective and user friendly so it should be innovated it with more information for its products. There should be links of social networking website as well so that visitors can share what like on the site (Croll, Alistair, and Sean Power, 2009).
- Media release - write one for your company
- Add favorite links to your page: Web sites exist for several reasons; selling products, make money, increase customer awareness, and provide customer service is just some of them. However, I think the main goal of many Web sites should be to increase awareness of the products and / or services of the company in question, and get users to become customers loyal. Getting your website to help you get it you need to make it "addictive", that is, a Web site those users will want to return regularly and add to your favourites list (Chaffey, Dave, 2000, Pp.5-15).
- The Release Policy is Very Important: Magazine advertising, in general, there are two approaches, one is to put text ads, which involves Soft Man (Business Articles, the PR draft or simply soft paper) and rigid advertising. The benefits of soft paper readers magazine viewpoints or articles, non-corporate advertising; a rigid advertising the benefits do not have to speak. The same rigid advertising, still involved in some delivery strategies and tactics, such as a full-page, or for three full-page form momentum. Another bundled product strategy that is, marketing methods.
Build Relationship with Profitable Customer
- VIP memberships for potential and current customers
- Introducing customer loyalty cards for customers to get discounts
What Makes People Return
The contents are the key. Visitors browse the Internet looking for content. So, in most cases, a website should be more than just a brochure, should provide useful content that users will want to refer back to. Such content may include articles, interviews, surveys, online tools, downloadable tools, useful links, audio-video streaming, FAQ files, PowerPoint slides, news, newsletters, and almost anything that your customers will be of some utility (Hanson, Ward A., and Kirthi Kalyanam, 2007). Examples can be found in many websites, the contents on the web make the website attractive, such as:
- Excel tools for planning meetings
- Streaming video
- Presentations with learning objectives
- Archive FAQ
- Acknowledgements
- Agenda with professional commitments
- News
- Newsletters
It should be updated often these contents. I recommend highlighting the new content in the home, giving the impression that the Web site is maintained and cared for, and that is not a "ghost site" (where the contents are never modified).
A company that analyzes the best practices for interactive marketing has long made an extensive survey, which asked Internet users what they were encouraged to add a website to your favourites, which obtained some interesting results in the highlighting four main reasons:
Relevant and Personalized Information
The first reason is that the website information should be relevant and personalized in the content section. Amazon is certainly a classic example. Its Web site, which is full of content, offers reviews, notes on authors, excerpts, and more information than you could imagine about any book. It also gives suggestions based on your buying habits.
Immediate and Gratifying Results
A major goal of any website is to provide the requested information quickly. This requires a good navigation system. An excellent example of a good navigation system, which also provides gratifying results, is the website of BMW USA. In its "Virtual Centre" can "build your own BMW." This interactive site allows you to choose your model, body colours and interior, and accessories. With every choice is made, you can display the result (a red Z4 retractable hardtop, for example) and the total cost based on the options chosen. The site asks you if you would like to explore financing options only after providing this information (i.e. immediate and rewarding results) (Grossnickle, Joshua, and Oliver Raskin, 2001).
The Experience of Belonging
The possibility of developing an online community those users will return to your website regularly. BMW's Web site, for example, includes a section entitled "Circle of owners" providing technical assistance. Needless to say we offer the "guest access" because they want to attract new owners. Partnerships are another example. MPI addresses members using his first name to invite them to revisit your site. They work to create their "communities of interest" so that users become regular visitors to your website.
Funny and Entertaining
While fun and entertainment not fit well at all sites, fun and entertaining content it getting users to come back again and again. The Web site of KY Wines should be entertaining and full of content. It should not only provide comprehensive information on the winery, but also games and sports online music, downloading music files, viewing trailers, about KY Winery events, and even the ability to send an email to speaker friends using your own image as a "star". Everything on this website is fun, and so users return again and again.
Create Loyal Customers
- Loyalty card program for the customers: To premium customers loyalty cards should be given so that long term and close relationship can be maintained (Clow, Kenneth E & Donald Baack, 2007, pp.6-7).
- Free wine tasting voucher: For the premium and loyal customer free tasting vouchers for new products should be offered to introduce the product. As well as for new customers a discounted voucher is a good idea to attract them towards KY Winery's product.
Avoid Elements That Drive
May be many of the contents of your website deserve to be added to "My Favourites". Here are some things to avoid:
Music
One of the things that bother me is those websites in which, when you open the home, starts sounding tune. Not only slows down the loading time but invade the senses of users in the worst sense of the word (Juon, Catherine, and Dunrie Greiling, 2012, Pp.22-25). Each one of us has his own musical preferences, which almost never agree with what you hear on these websites.
Interstitial Ads
Interstitial ads are those irritating pop-up windows that open automatically when you enter a Web site. Personally I prefer to devote my time to gather information to close these windows fit only unnecessary distraction.
The Extreme Slowness
If the home does not load in 20-25 seconds with a dial acceptable, forget it. This is especially true in the case of pages "splash" (those landing pages with many graphics that appear before the home on some websites).
Excessive Password Protection
If the website does not allow me access too much of what it offers before asking my personal information, or I can choose and modify both the username and password in the restricted zone, throw in the towel. There are many Web sites that are not unnecessarily restrictive or complicated. Marketing efforts of your company or association should revolve around your website (Sheehan, Brian, 2010, Pp.1-15). When constructed and managed properly, will make the world your market and will provide many customers. Otherwise, your efforts will be wasted.
Personalization of the Site as a Way to Increase Conversions
Today's Internet users are very experienced and impose very high demands on the visited sites. Any system of web analytics shows that the highest conversions are performed on specialized sites with content relevant user queries. Application site personalization technologies to meet those needs, is a unique, effective and promising solution. The studying the benefits of personalization sites, and consider two basic ways: targeting based on rules and targeting based on algorithms.
Customers require a good modern site design, relevant content, easy navigation. Personalization site provides marketers with the opportunity to meet the growing needs, providing content and advertising, which adapts to the behaviour and characteristics of visitors. One website for all occasions is not appropriate because: The intentions of users are diverse. Neither website can meet the needs of all visitors to a single design. Offering too diverse or too highly specialized content, static sites meet the requirements of some users, alienating others. Adapting content created using personalization adapts to users, allowing sites to effectively attract a variety of visitors (Meyerson, Mitch, and Mary Eule Scarborough, 2008).
Customers demand high relevance. Today's sophisticated consumers are showing their awareness in every interaction with a brand. They use the Internet for business and information at every stage of the consumer cycle. Customers do not just want to find what they're looking for, but they want to do it quickly and in accordance with their needs. In an environment with a faster pace of static websites are at a great disadvantage. Companies underestimate the conversions traffic sites - a very valuable commodity, forcing marketers to try to squeeze everything out of every interaction with the visitor. No personal or generated content interrupts the cycle of purchase, for the failure to provide the correct sentences and elements of customer experience that will increase productivity and provide the relevant information. Static site lacks mobility to offer similar personalized content, limiting the involvement as well as the possibility of additional sales and cross.
Companies invest a significant part of the resources to design and drive traffic to the site (SEO, PPC advertising, etc.). Personalization site improves the process of turning visitors into customers and customers (conversion), as adapts behaviour and experience allows firms to maintain interaction at all points of intersection. For example, if a customer visits a website operator and interested in the products of Wineries, the firm can put these data into targeted e - mail newsletter or SMS campaign (Meyerson, Mitch, and Mary Eule Scarborough, 2008). To use the full value of the incoming traffic to the site, the company must use discernment personalization, in addition to the cross-channel strategy.
In practice, we in the "WEB-galaxies" customers use personalization sites for: Providing relevant content. Personalization site simplifies the process of finding content visitor. Technology appropriately identifies the key characteristics of the visitor, and categorizes it based on predefined rules. At the same time, the visitor feels the personalization site, enjoying the benefits of noise reduction of irrelevant information, and sees only the content that interests him.
Targeted advertising: Forming advertising depending on the needs of the client, based on the history of its interaction with the site. First, it increases customer satisfaction, and also leads to an increase in conversions. While the history of user interaction with the site accumulates, these data can be used to develop a unique, relevant special offers in the future, as well as visitors with similar interests. All personalization techniques can be divided into two main categories: Targeting based on rules and Targeting based on algorithms (King, Andrew B., 2008).
Targeting based on rules, stimulates segment-oriented decision-making. Personalization site, based on the rules is the practice of using historical data, behavioural data, and environmental data for a unique proposal based on predefined rules. Typical personalization rule based on the rules take the form "If a visitor makes a follow-up, the show offers X." One segmentation example easily tracked and client characteristics that geographic location. If the customer visits the site seller of clothing from Sochi, the rule will personalize advertising sales sandals, based on the IP address of the visitor, but if the address IP belongs to St. Petersburg, he will promote a coat or shoes.
Targeting based on the algorithm generates accurate at the individual level. Based on algorithms targeting - the use of mathematical systems to monitor visitor behaviour and the development of prediction models (predictive models) to work out the most relevant content for each visitor. In contrast to the strategy of targeting based on rules, algorithms targeting creates and connects a large, potentially infinite number of computer-generated micro segments - all of which develop when a model student. An example of this technique is a banking site, which serves a number of different customers and offers a wide range of financial products. In this case, the target is based on algorithms that are effective in the connection information on the behaviour of customers and to predict the most effective individual ads for each visitor of a large number of potential options.
Each approaches its time and place. Approach based on the rules most suitable in situations where visitors can share in the exclusive segments, such as the photography enthusiast. But targeting, based on rules, it may be difficult in the gradation adjustment for manual creation of rules. As a strategy, based on statistical techniques, personalization, based on an algorithm is best suited to firms with high traffic, which generate enough data conversion and training of accurate targeting models (King, Andrew B., 2008). Personalization based on algorithms that are also well suited for situations with a large number of proposals overlap. Despite the fact that this is an impressive tool, is not without drawbacks. This technique is often seen as a strategy of "black box" and many companies cannot bear the thought that some unknown mathematical formula can personalize the content.
In conclusion, we give some recommendations for the implementation of personalization on their sites. First, make sure the web analytics (e.g., Google Analytics) to analyze the results. Personalization to work properly, have a positive effect on the conversion and business marketers need to measure the effectiveness of targeting efforts for designated purposes. In addition, it is desirable to use the tools targeting different levels. Rules-based algorithms and personalization strategies are not necessarily mutually exclusive. Analysts should determine the possibility of using targeting their websites and targeting techniques to identify suitable for every situation. In circumstances where these two technologies can act independently and without causing conflicts, analysts KY Winery can use different technologies together (King, Andrew B., 2008).
And most importantly, actively manage all aspects of targeting in behavioural targeting, there is no such decision as a "set and forget". All targeting efforts should always be checked at regular intervals and periodically compared with the control group, which was not personalized to verify the effectiveness of targeting.
References
Bird, D. (2000). Marketing insights and outrages a collection of pithy pieces from Marketing Magazine. London: Kogan Page.
Chaffey, Dave. (2000) Internet marketing: strategy, implementation, and practice. Harlow, England: Financial Times Prentice Hall, 2000. Pp.5-15
Chopra, S. and Meindl, P. (2010). Supply Chain Management - Strategy, Planning, and Operation. Pearson, Upper Saddle River, 4th edition.
Clow, Kenneth E & Donald Baack. (2007) "Integrated Advertising Promotion and Marketing Communications", 3rd Edition, Upper Saddle River, pp.6-7.
Croll, Alistair, and Sean Power (2009). Complete Web Monitoring. Beijing: O'Reilly. p. 97.
Cunningham, M. J. (2002). Customer relationship management. Oxford, England: Capstone Pub..
Fjermestad, J. (2006). Electronic customer relationship management. Armonk, N.Y.: M.E. Sharpe.
Grewal, D., & Levy, M. (2010). Marketing (2nd ed.). Boston: McGraw-Hill Irwin.
Grossnickle, Joshua, and Oliver Raskin. (2001) Handbook of online marketing research. New York: McGraw-Hill.
Hanson, Ward A., and Kirthi Kalyanam. (2007) Internet marketing & e-commerce. Student ed. Australia: Thomson/South-Western.
Juon, Catherine, and Dunrie Greiling. (2012) Internet marketing: start-to-finish. Indianapolis, Ind.: Que. Pp.22-25.
King, Andrew B. (2008) Website optimization. Farnham: O'Reilly, 2008. Print.
Marketing handbook 2006 (16th. ed.). (2006). S.l.: Hollis Pub..
Meyerson, Mitch, and Mary Eule Scarborough. (2008) Mastering online marketing. Irvine, CA: Entrepreneur Press, 2008.
Peacock, Michael (2008). Selling Online with Drupal E-Commerce: Walk through the Creation of an Online Store with Drupal's E-Commerce Module. Birmingham. p. 2.
Sandhusen, R. (2000). Marketing (3rd ed.). Hauppauge, N.Y.: Barron's.
Sheehan, Brian. (2010) Online marketing. Lausanne: AVA Academia. Pp.1-15.
Story, Louise and comScore (2008). "They Know More Than You Think" (JPEG). The New York Times. in Story, Louise (March 10, 2008). "To Aim Ads, Web Is Keeping Closer Eye on You". The New York Times (The New York Times Company).
andywoods57