You have decided to open a retail brick and mortar shoe store that caters to the higher income market in your country. However, a fundamental part of this initiative includes the e-marketing of the shoe products. Let’s start the planning process. 1. State the name of the organisation, the number of employees with job descriptions, where it will be located and why, and brief information about the shoes that will be sold. 2. Discuss why you are considering using e-marketing. What benefits can e-marketing bring? 3. Discuss the online STP process and explain why this stage is important. 4. You have decided to use the following e-marketing strategies (content marketing, email marketing, mobile marketing, online advertising and social media engagement). o Describe each e-marketing strategy and justify their use. o Identify the metrics that you would use to determine their effectiveness and why? 5. Explain how and why you would manage ethical and legal issues in the digital environment?
You have decided to open a retail brick and mortar shoe store that caters to the higher income market
in your country. However, a fundamental part of this initiative includes the e-marketing of the shoe
products. Let’s start the planning process.
1. State the name of the organisation, the number of employees with job descriptions, where it
will be located and why, and brief information about the shoes that will be sold.
2. Discuss why you are considering using e-marketing. What benefits can e-marketing bring?
3. Discuss the online STP process and explain why this stage is important.
4. You have decided to use the following e-marketing strategies (content marketing, email
marketing, mobile marketing, online advertising and social media engagement).
o Describe each e-marketing strategy and justify their use.
o Identify the metrics that you would use to determine their effectiveness and why?
5. Explain how and why you would manage ethical and legal issues in the digital environment?
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