(I). Summary of the Hupspot CRM marketing and sales analytics reports of LJL Industries.
Provide a summary of the Hubspot CRM marketing and sales analytics reports. Describe the insights and intelligence regarding the LJL’s digital marketing activities and online shoppers’ online and purchase behavior pattern and characteristics using the “Hubspot CRM Analytics Report” and additional analytics generated by you or your team.
The Hubspot CRM Analytics Report – Analytics reports containing tables and charts are generated and provided to you for the course project purpose. For the analytics report, click the following “Hubspot CRM Analytics Report” Link:
Instruction for Generating Additional Analytics – For extra credit, you or your team can generate and include additional digital marketing intelligence and analytics tables and charts using the Hubspot CRM site. For the detailed instruction for generating additional analytics tables and charts, click the following “Instruction for Generating Additional Analytics” Link:
If you generate additional reports, please include them in the appendix of your project report.
(II). Competitor and Industry Digital Marketing Analysis
A. Evaluation of a Key Competitor’s Digital Marketing Activity
1. Select an e-business competitor that sells personal care products (hair care, oral care, perfume, etc.).
Selecting an eBusiness: You must choose an eBusiness whose domain name (or eBusiness name) starts with the first letter of your last name. For example, if you name is John Doe, then you must choose an eBusiness whose domain name starts with “D”.
Not-Allowed eBusiness List: The followings cannot not be selected for the project. Amazon.com, eBay.com, any major department or drug stores.
As indicated earlier, please select a small or medium sized e-business for your project.
Ebus4040-Mktg4980 Project Report Template by Prof. J. Lim. This template is to be used only by EBUS4040 and MKTG4940 students for completing the course requirements.
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2. Brief description of the selected e-business and e-business site
3. Primary product items / categories of the selected e-business site
B. Industry, Competition, and E-Shopper Analysis
Your team needs to conduct an industry analysis. The intent of this section is twofold. First, it will help you gather information you need to understand regarding the operating environment of the selected e-business. Second, it will allow you to understand what the rules of the game are for the industry you are examining and what the key success factors are for winning in the industry.
Clearly, you will need some sort of organizing vehicle for the industry. You are free to choose any framework or format, but you must have a coherent approach that leads to the “rules of the game” and the “key success factors”. Broadly speaking you need to examine the following areas: 1. Industry and Competitor Analysis
o The nature, general dynamics, and structure of the industry
o Profiles of the key competitors (current players, their product/service offerings,
their strengths and weaknesses) and their industry competitive positioning, o Important trends affecting this industry (e.g., technology developments,
government regulations) 2. E-Shopper Analysis
o E-shopper profile and market segments – Who are they? What do they care about?
o E-shopper need assessment (benefits that customers from different segments obtain from all the offerings provided by this industry) and e-shopping behavior analysis. Is there any potential less satisfied or unmet needs of the market?
o Web site usage and online shopping behavior patterns and search engine behavior of target customers
3. Value proposition and drivers of the online purchases
o Identify and describe the value proposition(s) of the selected e-business o The business model and e-business strategies used to deliver the value
proposition(s) to the targeted customers. Describe how this e-business packages its value propositions in the form of specific e-catalogue, e-campaign, e-order management system features.
o List online customer interface design features used to deliver the value propositions effectively. Any unique features?
o The points of differentiation (e.g., unique partnerships) and any unique capabilities and resources of this e-business. Identify any elements by which value delivery to the targeted customers are protected from competitive encroachment.
Ebus4040-Mktg4980 Project Report Template by Prof. J. Lim. This template is to be used only by EBUS4040 and MKTG4940 students for completing the course requirements.
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(III). Competitor Digital Marketing Activity Evaluation
A. Keyword Search Analysis and Search Marketing Effectiveness
For this segment of the project, choose one of the primary product or service categories of the selected e-business in part (II). To evaluate this competitor of LJL, you will have specific tasks to accomplish.
1. The first task is to approach this e-commerce site as a potential shopper. Develop a list of at least 10 keyword search terms that potential shoppers would use. These keywords are what shoppers would use to locate and make online purchases of the products in the product category you have selected.
2. The second task is to conduct online searches using those 10 identified keyword search terms. Use both the Google and Bing search engines. From the completed searches, record and summarize your search results highlighting both the organic placement and paid ads placement.
3. The third task is to evaluate and assess where the e-commerce and social media sites you selected is located in terms of the search outcome. Your discussion should focus on the e-commerce site’s ranking on the search pages. Discuss which of your identified key competitors appeared in the top 20 rankings.
B. WebsiteandSocialMediaPageAnalysisandInteractivityMarketingEffectiveness
In this section, you are required to perform a website and social media analysis of the selected e-business in part (II). Use various grader tools such as website grader tools, press release grader tools, Blog grader tools, and social media grader tools. Please refer to the textbook (eBook2) for grader tools to be used for the project. You can also use and are encouraged to use other grader tools that are not listed in the textbook. Detailed results generated by various grader tools for the selected e-business and your interpretation of the reports must be included in the project report.
1. Determine how the website and social media pages of the selected e-business are graded and rated by the website grader, social media grader, and other grader tools and provide your interpretation of those grader results. Are the grading results valid or not?
What other grading tools can you find and use for comprehensive site diagnostic audits?
o Evaluate the quality of the site’s e-Catalogue (content, type, structure, etc.), e- Campaign (timing, frequency, type of ad, nature of campaign, etc.), e-Order management (order and shopping basket design and handling, shipping options,
Ebus4040-Mktg4980 Project Report Template by Prof. J. Lim. This template is to be used only by EBUS4040 and MKTG4940 students for completing the course requirements.
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etc.) e-business partner selection and management, and e-CRM (customer relationship management) and social CRM features.
o Evaluate the quality of e-business Web site design and user interface as well as online and social media interactivity.
2. Make a comparative analysis and evaluation of LJL’s website and social media site effectiveness using the LJL’s website and social media grader analysis results (see below) as well as the selected competitor website and social media grader analysis results.
LJL’s Website and Social Media Page Grader Report – The LJL’s website and social media grader analysis results are provided to you. Please click the following “LJL’s Website and Social Media Page Grader Report” Link:
(IV). Recommendations for the LJL’s Digital Marketing Strategy
In this section, you are required to provide practical short term and long term digital marketing strategic and tactical recommendations. Considering the Hubspot intelligence and analytics reports as well as the website and social media grader tool results of LJL Industries, provide specific strategic and tactical recommendations to improve LJL’s digital marketing activities and increase direct online sales to individual consumers.
A. Strategic recommendations B. Tactical recommendations
