ECOM 301 Saudi Electronic University Digital Marketing Plan Paper

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The College of Administrative and Finance Sciences
E-commerce Department
E-Marketing (ECOM301)
Digital Marketing Plan Project
Part 2
Part 2, around (1000) words: Due week 10. on 11/12/2021. (Refer to the Textbook Chapters
4, 5 & 6)
1. Devise a digital marketing strategy for your campaign. (Refer to figure 4.5, page 147
or ch4, slide 9)
a. Where are you now? (Situation analysis)
i. Customer Insight
?
Who are your followers?
?
What marketing content do your visitors specifically like?
?
What part of your content does your audience like?
ii. Competitor Analysis
1. How good are your competitors’ websites?
2. How good are your competitor’s social media platforms?
3. What social content works for your competitors?
4. What are people saying about your competitors?
iii. Conduct a e-Marketing SWOT analysis for your business (At least 3 points for each
element/factor). After completing SWOT analysis, think about the results and act
accordingly, how can a SWOT analysis help your business?
Note: you can use any free online Sentiment Analysis tools to evaluate your e-Marketing
presence (ex: https://www.similarweb.com).
1
b. Where do you want to be? (Business objectives)
c. How are you going to get there? (strategy)
i. Strategies to achieve each objective
d. How exactly do you get there? (tactics)
e. Who does what and when? (actions)
f. How do you monitor performance? (control)
2. Summaries the marketing mix best suitable for your campaign. (Refer to ch5)
a. Product variables
?
Is our product online-only or a physical product?
?
What are the extra services around the product?
?
How to design your online delivery?
?
What features to include?
?
The quality of the online product?
?
Customer reviews
?
Branding
b. Price variables
1. Use low prices to gain a customer base.
2. Do we offer different pricing for different audiences? Ex: new customers could
automatically be given discounted purchases for the first purchase.
3. Pricing options that could be varied online: discounts, basic price, refund policies
and order cancellation terms.
c. Place variables
1. What are the marketing channels used?
2. Are you using the right marketing channels?
3. Am I using all the channels my target audience wants to use?
2
d. Promotion variables
1. What are the Promotion elements/communications Tools work for our sales?
2. What is our approach to content distribution?
3. What are our promotional goals?
e. Process variables
1. Tracking processes and the performance of the overall system
2. Delivering customer services
3. How can you implement relationship marketing for your campaign? (Refer to ch6)
a. Could you create a virtual community? And how does it help the relationship marketing.
b. Could you use digital media to support customers’ advocacy? And how?
1. Permission marketing
2. Personalization
3. Using digital media to increase customer loyalty
3
Important instructions and Notes
Part 1
Due 10/15/2021
5 Marks
Part 2
Due 11/12/2021
10 Marks
Part 3
Due 12/17/2021
10 Marks
1. This is an individual work.
2. You will submit online through blackboard.
3. A cover page is required for each submission, one mark will be deducted if there is no
cover page.
4. The submitted document needs to be structured as follow: a cover page, assignments’
requirements’, then your answers. without these instructions.
5. The assignments parts will be each submitted on a different date.
6. The reference list, a minimum number of 10 references and citations is required, and you
must use APA referencing style.
•
Quotations must be cited to its resources.
7. The paper styles:
•
•
The format of the paper needs to be introduction, main body and conclusion.
Your work needs to be consistent in terms of style, tone and appearance.
•
Font size: 12.
•
Font type: Times New Roman,
•
Page are numbered.
•
1.5 spacing between lines and paragraphs.
•
Left alignment.
8. Entire project word count, around 2500 words.
9. You must check the spelling and grammar mistakes before submitting the
assignment. You can ask someone to proofread your work or use online tools.
10. Up to 20% of the total grade will be deducted for providing a poor structure of assignment.
Structure includes these elements: paper style, free of spelling and grammar errors.
11. In case of any questions, please refer to your instructor.
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Table of Contents
What is Zid? ………………………………………………………………………………………………………….. 2
Competitor’s analysis ……………………………………………………………………………………………… 2
SWOT Analysis ……………………………………………………………………………………………………… 3
Suppliers and/or Digital Marketing intermediaries……………………………………………………….. 5
Customers’ persona ………………………………………………………………………………………………… 7
Technological forces ………………………………………………………………………………………………. 9
Legal forces…………………………………………………………………………………………………………. 11
Economic forces …………………………………………………………………………………………………… 13
Political forces …………………………………………………………………………………………………….. 13
Social forces ………………………………………………………………………………………………………… 13
Situation analysis …………………………………………………………………………………………………. 14
Business objectives ……………………………………………………………………………………………….. 19
Strategy ………………………………………………………………………………………………………………. 19
Tactics ……………………………………………………………………………………………………………….. 20
Actions ……………………………………………………………………………………………………………….. 20
Control……………………………………………………………………………………………………………….. 21
Product variables …………………………………………………………………………………………………. 21
Price variables……………………………………………………………………………………………………… 24
Place variables …………………………………………………………………………………………………….. 26
Promotion variables ……………………………………………………………………………………………… 27
Process variables ………………………………………………………………………………………………….. 28
Could you create a virtual community? And how does it help the relationship marketing. …. 29
Could you use digital media to support customers’ advocacy? And how? ………………………… 31
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Campaign message ……………………………………………………………………………………………….. 33
Digital marketing campaign Schedule ……………………………………………………………………… 33
Platforms ……………………………………………………………………………………………………………. 34
Marketing budget …………………………………………………………………………………………………. 47
I will use to monitor the campaign’s activity the tools as the following: ………………………….. 47
References ………………………………………………………………………………………………………….. 50
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Zid Platform
What is Zid?
Zid is a Saudi holding company, established in 2017 aiming to enable the retail sector to enter the
world of electronic retail in an easy and professional way.
It builds electronic stores to provide all the services that help retailers manage and operate these
stores.
From its foundation until today, Zid has served across its solution and environment:
•
More than +4000 active retailers.
•
More than 26 service providers and partners to provide their services across the Zid
technology solution and environment.
•
It serves more than 16 sectors in different retail sectors of various sizes
Competitor’s analysis
Why do we choose the Zid platform?
I do a comparison between the Zid platform and the Salla platform through a SWOT
analysis
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SWOT Analysis
Strengths
•
Weaknesses
Building an integrated online store that fits
with your brand identity without the need for
any technical expertise
•
It is possible to control the design of the
online store.
•
The platform supports both Arabic and
English languages but salla platform
•
•
A limited number of products for
supports Arabic language
some packages but in salla platform It
Helping retailers to reach more than 25
has an unlimited number of products.
companies and service providers such as
•
shipping companies, electronic payment and
other services at reduced prices.
•
It has direct support through live chat.
•
The possibility of linking with other
Some services require additional fees,
such as online payment
•
The inability to expand and develop
your online store
systems.
•
The possibility of expanding and developing
the online store but in salla platform it has
some packages
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Opportunities
•
The Zid platform is able to export its
products to new markets and serve various
•
Threats
•
The subscription prices for the Zid
segments of society
platform and the monthly fees are high
Assisting retailers in managing their e-stores
compared to platforms such as the
and providing consultations and seminars on
Salla platform.
e-commerce, thus increasing the
productivity and profitability of merchants.
•
Advanced technological techniques to serve
the merchant and electronic stores in a
professional manner.
•
The privacy policy was written on the Zid
platform to help the merchant better
understand how their information is
collected, used and stored. It is a policy that
is subject to updating because the
technology and privacy laws are constantly
changing, and Zid is obligated to notify the
merchant when making any change, and it
also adds an explanatory notice in the
application. And their use of Zid after those
changes are posted as agreeing to the
revised policies.
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Suppliers and/or Digital Marketing intermediaries.
1- The Digital Marketing intermediaries is the Zid platform itself. Where the
platform acts as a mediator between the retailers and the customer and conducts
marketing campaigns through the following:
•
Electronic shop
Professionalize your brand identity and name. It is linked to all the services you need
in order to start e-commerce, you can easily manage it wherever you are on the mobile
and without the need for technical expertise.
•
supportive services
It enables you to reach dozens of service providers and partners in different
fields and specialties and apply for their pre-prepared services at special prices
for Z-dealers from one place in (the merchant’s control panel).
•
Empowerment
It provides educational trips that help you grow your e-commerce business
through specialized and practical trips on various topics of the e-commerce
supply chain
•
The society
In the Zaid-Society, merchants exchange their cumulative experiences and
learned knowledge in their various fields of e-commerce through an
electronically activated community and by organizing live monthly meetings in
one place that brings them together.
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2- Associated with more than 10 shipping companies, with one click and one contract,
the orders and partners of the Zid platform are delivered as follows:
•
Aramex
•
SAMSA Express
•
AY MAKAN
•
Fastlo
•
SLS Express
•
Tard
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Customers’ persona
Zaid-store targets merchants of all ages, male and female, whether they are beginners in the
world of e-commerce or retailers in the Kingdom of Saudi Arabia, who wish to sell their various
products through a platform that provides them with all the services they want, starting from
opening their own store, displaying the products and marketing them and ending with the process
of shipping the product they bought Customer to his residence.
Abdullah Al-Rabdi A young Saudi man started
his story with the Zid-platform when he was a
scholarship student who was visited by a group
of students on scholarship at his residence and
he was distributing dates of the type of diabetes,
where he noticed the increasing demand for it
Country: Saudi Arabia
Name: Abdullah Al-Rabdi
by students and Arabs abroad and asked him to
distribute dates to them. He returned to his
homeland and relied on marketing for his
Age: 31 years
Palma dealer and founder
product through WhatsApp and Instagram
messages, and then legitimate expansion and
became dealt with wholesalers, where he buys
Palma dates establishment
dates from them in large quantities and opened
Major: Civil engineering
a store called Palma Dates by contracting with
graduate and ambitious young
the Zid platform in 2017.
man
He achieved great success in selling dates, and
he aspires to join hands with traders of dates
and Ministry of agriculture in Saudi Arabia to
support companies exporting dates.
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Bakr bin Ahmed Dheishi, From Saudi Arabia, 35 years old, Partner and founder of
Siwwak store.
He started his career 6 years ago when he worked as a sales representative in a company
in the private sector, and his first experience in the business world was selling sweets and
dates, and his story began in the world of e-commerce when he met a merchant, as that
merchant imported his goods from China and put it in the warehouse, but it did not
achieve that Merchandise profits, so Bakr suggested to him to sell his product through
the website, and afterwards he discovered the customers’ demand for the product through
Social Media.
Then, Bakr bin Ahmed decided to open his own project, so it was a legitimate idea to sell
the siwwak through an online store, then he contracted with a Zid-platform, so the
beginning of his joining them was in 2017 to have successive.
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Technological forces
? Internet technology
1- The Zid Platform provides a private domain name or they -called Domain, which is your
website or the link that appears in the address bar when visiting your site.
2- The possibility of linking with other systems, such as google analytics, mail chimp ease
of use
3- The Zid platform includes on Web Hosting
The Zid -platform has terms, regulations, and laws for registering and using the platform, and it
is subject to update according to the technological development.
? Cyber security
-The Zid Platform offers retailers a free SSL certificate that helps protect their site.
– The Zid platform has high privacy policies whereby you save your personal information and
are accurate, complete and up to date with the information you provide to them. If you request
access to your personal information, it will inform you of the existence, use and disclosure of
your personal information as permitted by the laws and regulations and provide you with access
to that information. It will always seek your consent before using your personal information for
any other purpose for example:
•
Information from merchants
The Zid-platform collects your name, address, email address, and mobile phone number.
They need this information to provide you with services.
First verifying your identity, contacting you, and issuing invoices for you.
It collects data from webpages Zid -hosted and you visit. It also collects data about how
and when you access your account, including information about the device, browser you
use, network connection and Internet Protocol (IP) address.
They need this information to provide and improve their services.
When you complete the service registration process, you will be able to activate the
logistics and payment services in your account. If you do, they will collect your address
or addresses, type of business, business identification number, date of birth (if you are an
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individual business owner), bank account information, personal identification information
/ official personal identification information.
They need this information to establish logistics and payment services for you, including
fraud and risk monitoring, and compliance with applicable legal and regulatory
requirements.
You collect personal information about your customers that you share with the Zidplatform or that customers provide while shopping or during the checkout process.
You use this information to provide you with their services, to facilitate order completion
and better service to your customers.
They will also use personal information in other cases if you give them your explicit
permission.
Address book: You can provide them with the phone numbers of your store users and
other contacts in your mobile phone address book. You confirm that you are authorized
to provide them with these numbers to allow them to provide their services.
Camera and Photo Library: Provides them access to your camera and photo library.
You confirm that you are authorized to provide them with these photos to allow them to
provide their services.
You use this information to provide you with the services they provide so that you can
add products to your store and manage them.
Location: You provide the ability to access your site using the location service on your
phone and confirm that you are authorized to provide them with these sites to allow them
to provide their services.
The Zid platform uses this information to provide you with their services so that you can
send and deliver orders to their partners.
Usage and Recording of Information: You collect information about services,
diagnostics and performance, and this includes information about your activity such as
how you use their services, how you interact with others using their services and the like,
log files, diagnostics, crashes, websites, performance logs and reports.
Device and contact information: The Zid platform collects device-specific information
when installing, accessing or using their services. This includes information such as
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device type, operating system information, browser information, Internet Protocol (IP)
address, and mobile network information, including phone number and device identifiers.
Device location information is collected if you use their location features.
•
Mobile and SMS messaging and applications:
Sending text messages to customers containing the number and status of the order
•
The Zid website maintains information on visitors and support users
•
The Zid website uses cookies and tracking technology
•
To recognize your device to provide you with a personalized experience.
The Zid-platform may use cookies to display personalized ads from Google and other
third-party vendors.
They may also use web beacons, tracking technology and other automated tracking
methods on their website in communications with you and in merchant products and
services to measure performance and engagement.
It also provides customer support, improvement, repair and customization services. To
understand how people use the services provided, analyzes and uses the information they
have available to them, assesses and improves services, research and development, tests
new services and features, and conducts troubleshooting activities. You also use
merchant information to respond to you when you contact them.
•
The platform shares personal information with a third party after obtaining the written
consent of the merchant
Mobile apps:
The Zid platform has active accounts on social media sites and it is possible to open and
download applications on Android or Apple devices.
Legal forces.
? The Zid platform is in compliance with the laws and regulations of electronic stores (Ecommerce) issued by the Ministry of Commerce, Which contains the following items:

Store data and electronic transactions:
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Workplace data in the online store
Basic data in the online store
How to deal with consumer data
Electronic contract data
Electronic commercial advertising
controls
Data of the invoice provided to the
consumer
Adding the online store
in the commercial
registry
E-commerce
practitioner’s work
controls
Documentation of
electronic stores and
brokerage platforms

Professional services in
e-commerce
Consumer rights
protection
Irregularities:
The Zid-platform has regulations regarding consequences and laws that protect
the rights of the three parties, the merchant, the supplier, and the online store

Intellectual property rights:
Zid is obligated to protect the intellectual property in the documents in the event
that they are not available; Zid- is not obligated – to respond to notices of
infringement of intellectual property rights or copyright and printing rights. If
someone believes that a Zid-Dealer has violated intellectual property rights, he or
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she should seek to find legal and formal methods of settling any disputes without
Zid’s interference. With notifying Zid informing it of the case, Zid also has the
right to remove or disable access to the material that any party claims to be a
violation of rights in the event of receiving official notice from the court. If
necessary, do any of the previous procedures to build legal advice of its own.

Permission marketing.
The Zid platform has a mechanism for subscription or cancellation that is
approved according to the annual, monthly or four-year packages, and the terms
of cancellation differ according to the chosen package.
Economic forces
Interest and exchange rates are not fixed on the Zid-platform, and they change
according to the economic situation in the Kingdom of Saudi Arabia and the
decrease in circulation therein according to different market conditions.
Political forces
The Zid platform has put in place legislation to regulate the work environment in Zid
in order to protect the privacy of parties, monitor taxes, and have developed strategies
and plans for growth and laws for determining buying and selling patterns, all of
which are subject to trade policy and regulations in the Kingdom of Saudi Arabia and
abroad.
Social forces
Zid has made it possible for all genders of different ages and cultures to use its
platform, as it has set controls, terms and conditions for those who wish to participate, suitable
for all parties, and on the part of ethical issues, it has worked to protect consumer privacy and the
security and preservation of each customer’s network information, as it preserves the privacy
aspect of the collection and publication of customer information, cookies and use Direct e-mail,
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for simply agreeing and signing the agreement, which was made clear to everyone on the Zidplatform.
Situation analysis
Analyze competitors) Salla) for the Zid-platform (Microenvironment and
Macroenviroment)
SWOT Analysis
Opportunities-O
•
•
The Zid platform is able to
•
•
Building an integrated
•
online store that fits with
markets and serve various
your brand identity without
products for some
segments of society.
the need for any technical
packages but in salla
Assisting retailers in managing
expertise.
platform It has an
The Zid platform has
unlimited number of
consultations and seminars on e-
different distribution
products.
commerce, thus increasing the
channels and many
productivity and profitability of
suppliers.
•
•
A limited number of
Some services require
merchants.
•
Platform support bilingual.
additional fees, such as
The platform supports both
•
Availability of various
online payment.
Arabic and English languages .
service providers and
Helping retailers to reach more
payment methods.
than 25 companies and service
•
providers such as shipping
Excellent customer service
•
It does not support
multiple languages.
•
Few employees
and diversified channels
provide customer
Zid platform supports
service on the Zid
and other services at reduced
different websites and links
platform.
prices.
them together with different
It provides various services to
programs.
technical problems
Providing various services
when linking sites to
and products
the platform.
companies, electronic payment
•
Weaknesses-W
export its products to new
their e-stores and providing
•
Strengths-S
support customers and answer
•
•
their inquiries through live chat
or communicate with customers
•
•
Sometimes you face
The availability of advanced
technological techniques for
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•
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on social media, by email, or by
management, control and
phone.
analysis of the Zid platform.
The possibility of linking with
•
The Zid-platform has a
other systems.
privacy policy and terms of
The possibility of expanding and
use of the platform by the
developing the online store
three parties.
Advanced technological
techniques to serve the retailer,
customers and suppliers in a
professional manner.
•
The privacy policy has been
written on the Zid platform to
help the merchant better
understand how their
information is collected, used
and stored. It is a policy subject
to updating because technology
and privacy laws are constantly
changing, and Zaid is obligated
to notify the merchant when
making any change to his notice.
Threats – T
•
•
Entering the salla platform that
SO Strategies(Attacking Strategy
•
Use the Zid-platform to
provides the same services as
enter the online marketplace
the Zid-platform.
and the website with
Salla platform that accesses
electronic companies.
various markets and serves
different age groups
•
The Zid-platform has many
channels of communication
with customers in various
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The Salla platform serves
Gulf countries, provides
customers in various countries
various additional services
of the Middle East.
and interacts with the public
The Salla platform deals with
through social media.
different service providers and
•
E-Marketing
•
has various payment methods
customers in the Gulf
similar to the Zid platform.
countries in both Arabic and
The salla platform supports
English langue’s .
customer service and answering
•
email, phone, and social media
•
•
•
Providing distinguished
sites.
services to customers by
Salla platform supports different
interacting with them on
stores and locations.
live broadcasts, making
The possibility of expanding and
questionnaires and studies,
developing the online store in
and using techniques and
Salla.
tools to analyze customer
The salla platform possesses
opinions, as the Zid
advanced technological
platform provides various
techniques to serve the
analysis tools.
merchant, supplier and customer
•
Diversity of customer and
retail services.
their inquiries through live chat,
•
The platform serves
•
Provides support feature for
in a professional manner.
various sites and links them
The Salla platform provides a
to its platform.
high privacy policy for the three
•
parties.
Availability of different
applications and websites
allow the Zid platform to
expand.
•
Utilize the technological
power and social strength
that the platform is built
upon.
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•
Provides a high privacy
policy that requires the
merchant’s approval and
notification in case of any
change.
ST Strategies(Defensive Strategy)
•
Assisting
retailers
in
managing their e-stores and
providing
consultations
seminars on e-commerce,
thus increasing the
Productivity and profitability of
merchants.
•
The Zid platform has a large
number of service providers
and uses strong distribution
channels to invade different
markets.
•
The Zid platform must be
varied in the languages and
support them, whil the salla
platform supports one
language, which is Arabic.
•
The Zid-platform offers
monthly and annual
packages at various prices
to meet customers’ needs.
•
An increase in the number
of customer service
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employees and increased
support techniques and tools
for measuring customer
satisfaction.
•
Provides linking feature for
many websites.
•
Expand the store’s capacity
and provide tools and
technologies to develop it.
•
Activating various means of
technology through social
media, messages or e-mails,
while maintaining the
security of the information
included in the platform.
•
In the event that the privacy
changes, the merchant will
be notified by the Zid
platform and given a period
of time.
Currently, the company is boosting sales of approximately 2.1 billion across its various ecommerce stores. It can be said that the company has a viable business model that has proven to
perform well. For example, based on the reviews provided by its former customers such as Palma
Store, e-commerce was making sales and profits when they were collaborating with Zid, however,
after they left the platform, they started taking losses. Tis can be attracted to the cost involved in
setting up and running a successful ecommerce platform. The company provides additional
services that help clients run their businesses smoothly. The company provides mentorship,
excellent customer services and other additional services that make it easy for the company to
thrive.
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Business objectives
1. To be a partner in the growth of e-commerce and to be at the forefront of the largest
platforms in the world providing services to retailers.
2. The company intends to use digital markets to increase sales revenue
3. Maintaining existing customers and offering their discounts and deals to strengthen
relationships
4. Increase percentage of online service enquiries fulfilled online by web self-service
from 85 to 90 percent.
5. Increase the number of potential customers or visitors through diversification of
marketing content.
6. Support the site in multiple languages to serve different customers in the countries of
the Middle East.
7. Provide a variety of packages to include various products.
Strategy
The company relies solely on traditional marketing techniques. The company intends
to significantly grow its customer base. The company is also struggling due to lack of
profits, which makes expansion difficult. It uses the low cost provider’s business
strategy as it offers its services as affordable fees. Therefore, the company using this
strategy should aim to get as many clients as possible in order to increase profits since
it is operating at low profit.
Therefore, the company intends to use digital markets to increase sales revenue. The
company will use affiliate marketing and video marketing to achieve its goals. Since
the company, offers two types of packages annually and monthly, the company will
tend to diversify in the package to target different geographical areas instead of the
Gulf countries the platform can raise sales in another way, through (Online-toOffline) strategy.
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A system that enables customers to purchase products by scanning a two-dimensional
code. In order to accelerate the growth of this service, the platform uses services such
as “Alipay Wallet”.
Due to the restriction of the Zid platform and its dependence on the Arabic and
English languages, the platform intends to support languages in order to invade the
world markets.
Tactics
The marketing team will use the following marketing tactics to achieve the goals set above.
First, the company will create short and interesting informational videos that will attract the
attention of the public (Costa-Sánchez, 2017). The videos will show how to use the platform in
an easy way; after that, it will be combined wit