Question

How will you convert the business to an online Business through intermediaries, media sites, and key online influencers using the customer journey and the conversion model?

This is a question in a project that is based on a gas station. If anyone can please explain the steps to this question or simply help understand it.

This is the full project:

Digital Marketing Project Guideline As a group, please choose a local business that does not have an online presence. As a group please do the following:

1. Provide an overview about the chosen business (Nature of the business, business mission, vision and goals).

2. Conduct the Porter’s Five Forces Model Analysis for the industry of the chosen Business.

3. Analyze the SWOT for the chosen Business.

4. How will you convert the business to an online Business through intermediaries, media sites, and key online influencers using the customer journey and the conversion model?

5. Create an online customer persona; the characteristics of your expected target customers in details.

6. Conducts the analysis of: Political, Ethical, Social, Technological, Environmental and Legal analysis for the chosen business.

7. SOSTAC:  E-SWOT (Strengths, Weaknesses, Opportunities and Threats).  Objectives (Cost, sales, customer retention).  Strategy (E-Segmentation, E-Targeting, Online Value Preposition).  Tactics and Actions (Converting the 4Ps into E-marketing mix).  Control using Web Analytics and social media analytics plus online customer satisfaction surveys.

8. Limitation for the conversion process you have faced.

9. Recommendations about Digital Marketing for the Business chosen.

2 Please note that

A. You will enhance your project with social media pages, website or application you create for the Business that will be presented and discussed on the day of your group presentation. A PowerPoint should be presented for the project.

B. You are expected to provide me with a list of references you used while preparing your project.

C. The project should be typed. Please use font type century size 13. Line spacing 1.5.

Answer 1

For this particular question, you need to specify what all online channels will you use for your chosen offline business. I have listed most of the options available, you can choose what suits best for the business model that you chose exactly. The following will also give you the clarity to the question that you are seeking.

Some of the potential channels are listed below:

A. Through Online Intermediaries: Online intermediary is any common platform on the internet for buyers and sellers to buy/sell information, products, ideas, services etc.

Some of the online intermediaries are:

1. Social Media Platforms like Facebook, Twitter, Instagram, LinkedIn, Pininterest, Tiktok, Yelp or Any regional social media channel
2. E-Commerce websites like Amazon, Alibaba, Flipkart or the private online retails hubs like Tesco which offers products of other brands as well
3. Web Search Engines like Google or Bing which can be used to search products
4. Local Search Engines like JustDial and Yellow Pages for various products and services, Expedia/Skyscanner for hotels/ flights

B. Through Media Sites: Advertise through collaboration with various media sites and trending applications like YouTube, Spotify, BookMyShow, Content Marketing on Google etc. Also create a website for own business to drive traffic to the landing page i.e own website.

C. Through Key Influencers:

• Collaboration with key influncers who have just not the massive following but high engagement with their audience.
• The influencers could be chosen from various field of work like Comedy content creators, fashion influencers, travel influencers, food influencers, self-help, fitness, actors, dancers etc.
• Collaborations with key influencers are mostly paid. Few starters offer advertisement in exchange of product/ service as well.
• The influencers could be selected from various social media channels like YouTube, Instagram, Facebook, Tiktok etc.
• Collaborations for podcasts can also be done

In addition, marketing tools like SEO, Content Marketing, E-Mail Marketing can be used across online channels.