Running head: GREEN AND CLEAN E-MARKETING STRATEGY 1
Greenand Clean E-Marketing Strategy
Greenand Clean e-Marketing Strategy
Companiesthat make household cleaners -e-Marketing strategies
Unileverand Henkel are two dominant companies that manufacture and distributehousehold cleaners. Due increased price competition and productsimilarities that two companies has engaged in marketing strategiesto have a market niche in the ever-growing influence of social media.In particular, both Henkel and Unilever have well-designed marketingwebsites where clients view products prices and make orders. Thechanging consumer landscape inclined to social media has reshaped thetwo firms advertising and marketing. Unilever has partnered withseveral media agencies such as Axe, Dove and Pureit in an attempt toreach more consumers. Unilever has also spent heavily on digitalassets and websites for creating impressive marketing adverts. Farfrom this, Unilever has established social media platforms throughwhich the company markets and disseminates information regarding -new products. In the same way, Henkel has also embraced stiffe-marketing through – website and presence in Facebook and twitter.Furthermore, the two companies have developed unique online presenceindicating commitment to producing quality environmental-friendly andnon-toxic household products.
Outlineof steps that should be taken to create unique online identity forthe Green and Clean Website
Step1 Register a domain name
Domainrefers to the internet address through which customers or clientsaccess the website. A good domain that is memorable and has a goodhosting provider is an excellent one.
Step2 Finding a host
Awebsite host refers to the server provider that enhances themanagement, security and speed of the website features. Optimize thewebsite to several search engines so that clients can easily find abusiness website this means establishing key-words that describe theoverall business products.
Step3 choosing the right management system for content (CMS)
Contentmanagement is software that will facilitate the management of thewebsite it is the foundation of the website. Word press provides anexcellent user-friendly content management system.
Step4 Website appearance
TheCMS features and theme features are used to control websiteappearance in regard to wall paint, landscaping and the way contentis presented. In this case, a green appearance in content andpictures would be suitable for a unique e-marketing.
Step5 Adding content
Thewebsite content is the most significant aspect of the website. Inthis case, the art of writing, image presentations is key toeffective website content. The content is what creates specificuniqueness between one business products to the other. The contentshould be appealing and attractive to the clients’ viewing thewebsite.
Step6 thoroughly test the website
Inthis case spellings are checked as well as the effectiveness of linkcheckers and web browsers.
Step7 promote the site
Afterchecking the website for errors, the business website URL is promotedthrough advertisement materials. The website can also be registeredwith big search engines such as Yahoo, Google or MSN. Alternativelythe website can be marketed through social media sites such asFacebook and twitter.
Step8 analyze the website traffic
Step9 obtain customers feedback
Strategiesfor increasing the visibility of the Green and Clean Website onsocial networks
Usefriends’ networks to advertise and share the business website
Asocial network in Facebook and twitter providesan important platform through which the new website can be sharedwidely. The social media provide several links to various people withwide influence in the public sector. Posting the green website onthese social sites connection guarantees quick visibility of thewebsite.
Createa social page in the Facebook or twitter concerning the business
Whena social page is created in the social sites, friends and customerscan be requested to view the page and get more information throughthe business website. A business page in the social sites provides animportant platform through which the visibility of the businesswebsite can be enhanced.
Monitoringand addressing negative reviews
Thepower of social media in marketing business products cannot beunderestimated the growing wave of social media influence is leadingto increased cases of negative reviews from dissatisfied clients aswell as negative comments from competitors(Chaffey, 2000).As such the following plan would be implemented to monitor andaddress potential for negative feedback.
Prevent customers from been influenced to write negative comments. Staying positive and addressing the issue is a great step in preventing negative reviews on social media by customers.
Encourage and engage customers in a private response as opposed to public exchanges that may invite unwarranted debate on a particular issue.
Evaluate public response if reviews remain constant with different clients.
Take legal action if need be but as a last resort
Encourage positive reviews to counter negative comments
E-Marketingand traditional marketing strategy
Intraditional marketing the various needs of customers were satisfiedthrough traditional channels like face to face communications,magazines and catalogues. E-marketing entails satisfying variousneeds of customers through modern methods of communication. Themethods involve the use of social media platforms such as Facebook,twitter, Linked In, websites another online marketing channel. Amajor difference between traditional and e-Marketing campaign isthat, direct marketing elicits direct response from customers inregard to a particular issue related to the products or services.Traditional marketing is tangible while internet marketing is virtualin nature. In addition, traditional or direct marketing enhances thecreation of long-lasting relationships with customers ascommunication is personal. E-marketing is extensive and has thepotential of reaching many clients as opposed to traditionalmarketing platforms(Riyad &Trueman, 2002).
Inaddition, internet marketing is semi-personal as relations betweenthe company and clients are almost direct. In comparison, internetmarketing is more powerful in the modern digital age compared totraditional forms of marketing campaigns. Another advantage is thatinternet marketing is free compared to traditional marketing thatinvolved mailing, TV adverts and face to face communications.However, a mix between traditional and internet marketing iseffective form of marketing that results into more sales. Forinstance, business use online promotion adverts while also usingtraditional face to face marketing. Another instant is using internetmarketing for advertisement through social media and then directingclients to a physical store where face to face marketing and salestakes place. Furthermore, internet marketing can be used formarketing and sales while actual payment is done through traditionalmethod and not through online(Allen & Fjermestad, 2001).
Toolsfor assessing the effectiveness of the e-Marketing campaign
Theeffectiveness of business online marketing can be accessed throughthe following tools.
GoogleAnalyticsthis platform gives several metrics used in assessing theeffectiveness of e-marketing. In this case data is collected on suchaspects as top key search phrases, new visits, site contentpopularity, time on site and the traffic type.
Facebookinsightsthis is another important tool that gives users metrics on the pagecontent demographics and the rate at which users interacted on theFacebook page.
Kloutmeasures the company’s influence along multiple social networks.Klout has score ratings that indicate the size of network, contentand users interactions. This tool is effective on social Medias suchas Facebook, twitter, linked in and foursquare.
RiyadEid, Myfanwy Trueman, (2002). TheInternet: New international marketing issues,
ManagementResearch News, Patrington: Vol. 25, Issue. 12, pp. 54-67
Allen,E. & Fjermestad, J. (2001). E-commercemarketing strategies: a framework and case
analysis,Logisticsinformation Management,Vol.14, number ½, pp14-23
ChaffeyDave (2000). InternetMarketing: Strategy, Implementation and Practice.