Marketing Strategy for a dead website. Case:Uzbekistan

Madinakhon Tursunboeva Tashkent 2018 1
TABLE OF CONTENTS
Introduction ............................................................................................................................................2
Glossary .................................................................................................................................................3
Situation analysis ...................................................................................................................................4
Metrics and Competitors Analysis......................................................................................................4
SWOT.................................................................................................................................................7
Objectives ..............................................................................................................................................7
E-marketing strategy..............................................................................................................................9
Segment for targeting.........................................................................................................................9
Tactics..................................................................................................................................................11
Online marketing mix .......................................................................................................................11
Product .........................................................................................................................................11
Place.............................................................................................................................................11
Price..............................................................................................................................................12
Promotion .....................................................................................................................................13
People...........................................................................................................................................14
Processes.....................................................................................................................................14
Physical evidence.........................................................................................................................15
Improvements for the site design.....................................................................................................16
Traffic building..................................................................................................................................18
Conclusion ...........................................................................................................................................27
References...........................................................................................................................................28
Appendix ..............................................................................................................................................30
Woorank.com screenshots...............................................................................................................30
Seoptimer.com screenshots.............................................................................................................33

INTRODUCTION
“The cost of being wrong is less than the cost of doing nothing.” - Seth Godin
(Wishpond, 2013). This aim of this academic research is to identify forgotten website
and to investigate why it is in such situation, as well as to develop a strategic plan for its
recovery. For these tasks, the cyberspace.center have been chosen, due to the paradox
that they are an IT company but their website is dead. Secure Cyberspace SREC LLC
was established in 2017, so it is a relatively new organization. Therefore, it was decided
to investigate their business and services in order to help them to expand digitally. The
sequence of the report is logical: it starts with Current Situation analysis; followed by
Objectives’ part; continued by Strategy and sequential Tactics. The overall report for
Cyberspace is based on interview with its representatives, the evidence of which is
provided in Appendix.

GLOSSARY
CIO - Chief Information Officer;
CISO – Chief Information System Officer;
CTO - Chief Technology Officer;
KISS – Keep It Simple, Stupid;
Lares and Penates - a person's home and household possessions;
OA – Option to Achieve an objective;
SO – 5Ss component’ objective;
TARI - Tashkent Auto-Road Institute;
UI – User Interface;

SITUATION ANALYSIS
Metrics and Competitors Analysis
Secure Cyberspace SREC LLC is an agency which has variety of services, such as
information security and audit, software development, automation and robotics of
business processes, 3D-printing, smart-home system installation and etc.
(Cyberspace.center, 2018). However, the main services are: information security and
software development. Consequently, the competitors have been identified based on
this services separately, due to the fact that there is no identical company which serves
both of the services yet. Thus, competitors are as follows:
 information security and audit: itts.uz, infosec.uz;
 software development: datasite.uz, b-data.com, smartlab.uz;
In order to identify how effectively a website speaks and sells, there are specific
“measures of online customer engagement” proposed by Chaffey and Smith
(Charsoomarketing.com, 2013). However, due to the fact that most of them require the
access to private information, such as bounce rate, duration, email activity and etc., the
proposed metrics are not suitable for this project without authorization and admin panel.
Therefore, it has been decided to use a free e-tool which will analyze the available data
more efficiently and assign rating for the entered website based on the best practices.
Steve Webb, Ph.D. suggested a list of 10 best free e-tools which can help to accomplish
variety of SEO and marketing tasks, providing key differences and features of each
candidate (Webb, 2015). Based on the review, the #1 - woorank.com and #9 -

seoptimer.com have been chosen, due to their complimentary features. As a result, the
Table 1. and Table 2. have been developed.
Metrics cyberspace.
center
(2018)
infosec.uz
(2018)
itts.uz
(2018)
datasite.
uz (2018)
b-data.com
(2018)
smartlab.u
z (2018)
Blog/ news
presence
Only few
news
displayed in
the end of
the website
News are
displayed
and up-to-
date
Blog and
news are
provided in
“News”
section
News are
displayed
in home
page
Not found Only few
news from
2014, not
up-to-date
info is
present
Mobile
friendliness
Very good Very good Poor Very good Very good Very good
Mobile speed Slow Very slow Slow Slow Slow Slow
Social Media
Engagement
Present in
variety of
social
medias, but
not active
Present and
active in
Telegram
and
Facebook
Present in
Facebook
and
Telegram
and active
The social
media
icons are
displayed
but
redirect to
the home
page
Present in
LinkedIn,
Facebook
and YouTube
but not active
Present in
Twitter and
Facebook
but not
active since
2017
Traffic
Estimations
Very Low Medium Very low Low Very low Low
Globalization
/ localization
Russian Uzbek,
Russian,
English
Russian Uzbek,
Russian
English Russian
Analytics Not found Not found Google
Analytics,
Yandex
Metrica
Google
Analytics
Google
Analytics
Yandex
Metrica
Online web-
chat
No No No Yes No No
Table 1.Woorank.com and observation outcomes
Metrics cyberspace.center
(2018)
datasite.uz
(2018)
itts.uz
(2018)
b-
data.com
(2018)
smartlab.uz
(2018)
infosec.uz
(2018)
SEO E+ B+ D D+ C+ D+
Usability A A D A A+ A+
Performance E+ D C+ B- C D-
Social
Results
D+ D- F- D D+ D
Security
Results
A- A+ C+ A+ C A+
Total: D B- D C+ C+ C-
Table 2. Seoptimer.com’ outcomes

In addition to the outcomes of both e-tools, it was decided to compare the design of
each competitor, in order to identify the drawbacks and weak points of the UI. To do
that, the several articles were read and analyzed for formulation of an overall comment
for every website’s design.
According to Cannon (2012), the color theory contains of complementation, contrast,
and vibrancy, meaning that the interaction of colors should follow these concepts for a
successful delivery of message behind the design. This is also supported by Sumy
Designs (2014), which states that for a professional appearance, the website’s design
has to be simple and contain no more than three colors. Also, D'Souza (2017) noted
that “brand personality matters”, meaning that a user doesn’t have to think: “is it just any
other website”, he must be sure that “it is your brilliant website”.
Taking into consideration above mentioned facts, the following review has been
developed:
Website Comments
cyberspace.center
(2018)
Red, black and white colors are implemented into the design. The website
is interactive and structured well. However, it is not differentiated from
others, meaning that the color palette is similar to itts.uz and brand
personality is not that recognizable;
datasite.uz (2018) The color theory is followed, 3 colors are used: orange, black and white.
The website is modern and interactive; JavaScript is appropriately used.
The brand personality is noticeable;
itts.uz (2018) Black, white and red colors are used in the design. The overall UI is too
simple and not interactive. Contains of plain texts;
b-data.com (2018) Black and white colors are dominant, however, for highlights and hovering
the blue color is used; The website is simple and solid, no interactivity is
implemented;
smartlab.uz (2018) The website is structured in black and white style, nevertheless, orange,
blue and green colors are used for the navigation on the right side. Thus,
the color theory is not followed. Additionally, the home page contains of
customers’ logos, which distract and grab an attention of a user, so the
main services proposed by the company are not even noticeable. Overall,
the home page looks like a random combination of different pictures.
infosec.uz (2018) The color theory is followed: blue, white and grey colors are used in the
website’ design. Presence of bugs: after clicking the label “AAA” (in
navigation bar) which does not make sense, it is impossible to return to the
home page, it tries to redirect but instead only refreshing happens.

Table 3. UI Observation outcomes
SWOT
The result of the Cyberspace’ current situation analysis is summarized using SWOT
tool:
Table 4. SWOT
Consequently, all the above mentioned points cause a very low traffic estimation, which
subsequently results negatively on sales of the company and brand-awareness.
OBJECTIVES
Clearly deﬁned objectives and razor-sharp strategy are crucial for not to “go horribly
wrong” as it was stated by the authors of the book “Emarketing Excellence”
(Charsoomarketing.com, 2013). Moreover, Dave Chaffey argues in his article, how
effectively and efficiently the “5Ss of digital marketing” helps for a proper definition and
successful achievement of objectives (Smart Insights, 2010).
Strength
• intuitive navigation and
search (usability);
• very good security
results;
• useful and relevant
content;
• designed in
correspondence with
the color theory;
Weaknesses
• inferiority of Brand
personality;
• poor mobile and web
performance;
• insufficient optimization
of images;
• passive Social Media
activity:
• absence of Analytic
tools;
• insufficient and poor
usage of keywords;
Opportunities
• establishment of
globalization: Uzbek
and English languages;
• implementation online
chat;
• introduction of positive
changes in social
media;
• offer services for
foreign countries;
• become an influencer
in the field;
Threats
• competitors copying
ideas or features;
• upgrades of browser
software;
• emergence of new
competitors;

Taking into consideration the outcomes of the previous part and the 5Ss model, the
following Table 5. has been developed:
5Ss’
components
Objectives Options to achieve
Sell  Increase conversion rate by
5%(SO1);
 Expand target audience
coverage by 15% (SO2);
 Implement a feature “Book a
consultation online” (OA1);
 Provide a short video about the
company and its services (OA2);
Serve  Increase stickiness on website
by 10%; (improving customer
experience and awareness of
services provided by the
company) (SO3);
 Formulate the frequently asked
questions (FAQs) (OA3);
 Provide online meetings option by
using messengers (OA4);
Speak  Grow email coverage by 50% of
current customer database
(SO4);
 Increase visitors to community
site section by 10% (SO5);
 Introduce globalization/localization
(Uzbek and English) (OA5);
 Implement blog and integrate it
with Social Media pages and lead
it on regular basis (OA6);
 Establish Email marketing (OA7);
Save1
 Generate sales 10% more for the
allotted communication budget
(SO6);
 Improve local SEO using effective
and relevant keywords (OA8);
Sizzle  Improve brand-awareness, brand
favorability by 20%, credibility
and purchase intent (SO7);
 Provide feedback from customers
and their stories on the website
(OA9);
Table 5. Objectives and options
The Table 5. contains all components of the 5Ss model due to the fact that the current
situation of Cyberspace.center has a need for digital transformation, which can be
observed in the Table 4., where SWOT Analysis is presented. Furgison (2015) notes
that SWOT’ results help to perform “key business decisions” which further can be
transferred into the actionable strategies. Hence, the weaknesses and opportunities
were thoroughly analyzed, in order to transform both of them into the strength of the
company. As the result, the formulated objectives were set for this digital marketing
plan.
1 The company is willing to spend no more than $400 per month for marketing campaign.

E-MARKETING STRATEGY
Segment for targeting
In order to identify the segment for targeting, it has been decided to apply a framework
proposed in the book “Electronic Commerce” by Turban et al. (2015), due to the fact
that it helps to cover all criteria that have to be taken into consideration for the market
segmentation. The outcome is as follows:
 Geographic. Nowadays, Cyberspace is targeted only on Russian-speaking society
in Tashkent, which has 2.371 million of population (Data.un.org, 2015). However, it
is suggested to develop the target audience by adding Uzbek and English languages
into the website, due to the fact that there is an increase of ICT implementation in
Uzbekistan in 2017 (Ictnews.uz, 2017). As a result of this implementation, the
citizens and guests of Uzbekistan, population of which is 31.85 million (Data.un.org,
2015), will have an ability to get familiar with services provided by Cyberspace
(OA5). Consequently, the more people are aware, the higher is probability of
conversion rate. Thus, the objectives #SO1, SO2, SO3, SO4, SO5 can be met.
 Demographic. Cyberspace has only male customers in general, due to mentality
and stereotypes of Asians that women take care of ‘Lares and Penates’ (Google
Books, 2018). Also, it is a common understanding, that males are more involved into
the technologies and business processes. Therefore, the demographic segmentation
is as following:
Age: 32-48 y. o.;
Gender: Male;

Status: Married;
Education: Bachelor degree or higher;
Occupation: Managerial position as CIO, CTO, CISO etc.;
Income: around $500 per month;
• Psychological (lifestyle). A typical customer of Cyberspace refers to Upper Middle
Class, who represent technical or scientific knowledge, such as: engineers, managers,
directors of private or public organizations (Udel.edu, 2018). Moreover, traditional
values and strong leadership personality are peculiar for such clients. Mostly, they are
still dependent on salary and concentrated on job to sustain their lifestyle.
It is also suggested by the authors, to add ‘Cognitive, affective, behavioral’, ‘Proﬁtability’
and ‘Risk core’ segmentations (Turban et al., 2015), but they are not suitable for this
particular project, because the company is relatively new and does not possess
sufficient customers’ database.
Following these findings, there was an investigation of real person who will correspond
to the segmentation. As a result, the Table 6. contains a customer profile of an ideal
client for Cyberspace.
Name: Avaz Khalikov
Gender: Male
Age: 40
Status: Married with children
Education: Master’s Degree in BIS
Occupation: Head of the IT Department in
governmental organization
Preferred Marketing channels: Telegram, Email,
Facebook;
Table 6. Customer profile (Facebook.com, 2018)

TACTICS
Online marketing mix
PRODUCT
Cyberspace develops, implements, audits, consults, trains and certifies variety of
information systems and technologies (Cyberspace.center, 2018). Majority of the
services are oriented on optimization of business processes and its security, however,
the company is open for challenges and unique orders (Cyberspace.center, 2018).
Cyberspace.center serves a wide range of firms, enterprises, as well as private
individuals. The summarized list of Cyberspace’ functions can be observed in the Table
7.
Category Services
Development and Implementation Development of: Web, Mobile and
Desktop Applications; Development and
implementation of: ERP systems, Smart-
home, Biometric recognition systems;
Audit and consulting Information security and data integrity;
Cloud computing technologies;
Training and certification Wide spectrum of IT and Robotics
courses and trainings;
Table 7. Cyberspace.center services
PLACE
The Cyberspace delivers its services through the following two channels:
 Official website: www.cyberspace.center. The website is a convenient
platform where a customer can learn about the services provided by the
company, as well as projects that have been developed and successfully

deployed. Thus, the search is happening online and service is delivered offline.
However, most of the projects do not require physical presence of a customer,
such as website and application development, so meetings can be organized
online through Skype, IMO or by adding such feature to the website.
Consequently, by implementing video meetings, the customer experience will be
enhanced, due to time-saving solution (#OA4). More options that are proposed
for objectives fulfillment are provided in the Table 5., which basically refer to 5Ss
model’ components.
 Official office. As far as Cyberspace does not only consult customers at the
office, but also trains and certifies them, the physical location is one of the main
channels of the company, where actual service is being delivered. The office is
divided into 3 part: reception, laboratory, training and session zone. However, the
office is currently under reconstruction, so the administration decided to provide
the service on customer’ location and for the training purposes Cyberspace has
rented premises in TARI.
PRICE
Cyberspace has project-oriented pricing scheme, meaning that every service depends
on the customer requirements, due to the nature of software and information system.
Nevertheless, the averaged tendency has been formulated in the Table 8.
Service Averaged price
Information Security Audit From $375+
Software development From $450 per month
Website development From $200 up to $400

Training and certification $200
Table 8. Pricing scheme
PROMOTION
As far the target audience of Cyberspace is Upper Middle Class, who spends most of
the time at work, the recommended promotion is combination of Online Ads and Direct
Marketing with special offers:
Online Ads. As it was mentioned earlier, the potential customer’ lifestyle is
concentrated on the work, so they don’t have time to watch TV or observe billboards
around the town, whereas they spend major part of the day in the office with PCs or
laptops. Additionally, the traditional advertisement can be very costly (Digital Doughtnut,
2016). Therefore, it is suggested to activate the Social Media profiles and start
systematic SMM, especially in such channels as Telegram, Facebook, due to the fact
that 31.99% of Uzbekistan uses Facebook (StatCounter Global Stats, 2018) and recent
statistics indicate that Uzbekistan takes 3rd place of Telegram usage (Nuz.uz, 2017).
Moreover, the outcomes of the research conducted by Telegram revealed that the
majority of the users are 20-35 years old, having a Bachelor degree and intellectual
occupation, majority works in IT sphere (Telergam, 2016). Thus, both of the channels
will suit the best the marketing segmentation and strategy of Cyberspace.
Direct Marketing. In consideration of information security and audit, Cyberspace
should directly approach representatives, mostly of governmental organization, who
have sensitive and private information to be secured. For instance, e-government,
president portal, central bank and etc.; Also, it is recommended to offer free consultation

and presentation at Ground Zero, where basic concept of Cyberspace will be delivered
to the audience and objective #SO7 will be met.
Combination. Moreover, by using “Promote” feature on Facebook the Cyberspace’
segmentation can be reached digitally and paperless, which will save money of
Cyberspace and objective #SO6 can be reached.
PEOPLE
The company does not have a uniform or branded outfit, also its employees do not
advocate the Cyberspace to people. However, it was argued by Brain (2018) that
Employee Advocacy is the most powerful strategy for raising brand awareness and it
was pointed out that they are “the most trustable source for your customers”. Therefore,
it is suggested to allow employees to use Social Medias on a workplace. Such practice
has been successfully established in the corporate culture of Coupa Tech Company
(Brain, 2018). The Social Media Strategist of Coupa - Kira Bernshteyn stated that the
company weekly sends key content that they want to promote. As a result of this
strategy, the total Social Media coverage has been quadrupled (Brain, 2018). Thus, the
introduction of such approach can lead to the fulfillment of the objective #SO7.
PROCESSES
The process of ordering service provided by Cyberspace is simple:
Service 0 iteration 1 iteration 2 iteration 3 iteration 4 iteration
Development
and
Implementation
A user goes
to the
website and
finds contact
information
or in case if
he knows
the contact
already, he
calls and
A customer
explains what
requirements
does he
possess and
what are the
deadlines,
whereas the
company’
representative
When
negotiation
is
happened,
the contract
is signed by
both
parties. All
progress
meetings
During the
process, there are
regular updates
between both
parties. At the
progress
meetings, the
prototypes are
being observed
and feedback is
When
service is
fully
delivered,
meaning that
the all points
of contract
are fulfilled,
there is a
final meeting

makes an
appointment.
consults and
suggests the
better way;
are
discussed
and settled.
collected for
further
improvement.
when both
parties
celebrate the
successful
completion of
the project;
Audit and
consulting
A customer
provides
specifications of
system for the
audit;
The service is
performed on
customer location,
so the
cooperation
happens between
both parties;
Training and
certification
A customer
receives short
information
about the course
and interested
details are
discussed;
A customer starts
the course;
Table 9. The process of service delivery
So, as it is visible from Table 9., a potential customer should call to book an
appointment, however, it is suggested to improve customer experience by providing
booking feature online and progress meetings through web (#OA1, #OA4). By this, the
objectives #SO1, #SO3 can be reached.
PHYSICAL EVIDENCE
According to the Tech Talk (2014), since the digital services are intangible
accreditations, seals, stamps, logos of partnerships creates a trust in the consumer’
minds. Although the logos of partnership programs are displayed in the Cyberspace
website, they are not linked to webpages of the partners, so they are just dummy.
Which means, that they do not fulfill their function. Consequently, it is suggested to add
the link at least to the home page of partner’ website or to the page where information of
partnership program is presented, so the customer will be convinced and credibility to
the website will be increased. Moreover, the feedback from customers and partners will
positively influence on trust. As a result, the objective #SO7 can be met.

Improvements for the site design
The important criteria for usability assessment was proposed by Turban et al. (2015),
which has been used for Cyberpace.center website:
Criteria Overview
Navigation The website is a landing page, meaning that a user views
everything by scrolling down the mouse, so the website is not
complicated. The search field is responsive to mouse. However,
there is no navigating toolbar, which helps to go to the specific
part of the website. As a result, it is not comfortable and time
consuming to scroll the content from top to down and vice versa.
Consistency The design elements are following the color theory and one
style, which harmonizes with logo of the company. The
terminology is industry-specific.
Response time According to the outcomes of Seoptimer.com (2018), the size of
website page's is too large which, regardless of other
optimizations, reduces load speed and impacts on user
experience. Moreover, Developers.google.com (2018) results
indicate that the first meaningful paint appears only after 12
seconds, which is very poor response time, whereas first
interactive view appears only after 30 second. Also, perceptual
speed index has to be less than 1250, whereas the result is
16029. As a result, Developers.google.com (2018) gave only 5
points out of 100. Referring to the statistics, if the website loads
more than 3.3 sec, the conversion rate on 10th sec decreases to
0.6% and bounce rate increases by 58% (Padychova, 2017).
Appearance The design is quite elaborated; colors are visually pleasant
corresponding to the brand image. The font is readable in case
of 50% zoom out.
Quality insurance The Social Media profile links navigate to the pages. However,
the logos of partners just navigate to the top of the page and
service icons are not clickable, they just being hovered when
mouse is pointing.
Availability The website is available for access from every device.
Moreover, the website allows to e-tools to analyze the data and
content of the landing page.
Interactivity The cyberspace.center is very interactive when first loaded,
meaning that interaction appears when a user scrolls down the
page, but when scrolls up only hovering of labels is working. The
search feature is responsive on mouse. Nevertheless, the photo
slider slides only if icon “next” is clicked.

Content The content is relevant to the company and written in
understandable. However, it is not that descriptive, the KISS
principle is followed.
Usability According to the results of Seoptimer.com (2018), usability is
very good, so the ‘A’ grade is assigned. But ‘Tap Target Sizing’
has to be taken into consideration, because it is not going to be
easy to tap on icons when accessing from mobile devices.
Moreover, Woorank.com (2018) suggests to compress the
assets and to add custom 404 Error Page.
Security Seoptimer.com (2018) assigned ‘A-’ grade for the security,
because the website doesn’t have redirect to a HTTPS.
Nevertheless, the cyberspace.center has been flagged as safe
by widespread malware scanners.
Scalability The e-tools such as Seoptimer.com, Woorank.com and
Developers.google.com did not define or suggest any
enhancements on scalability. However, it is assumed that
website is scalable for additional improvements, but not for
radical changes, because it is a landing page.
Table 10. Usability Assessment
After the assessment displayed in the Table 10., the suggestions for improvement are
the following:
 Add:
o ‘Read more’ feature for those who are interested in details by making
service labels clickable;
o a side navigation bar, so a user will be able to transfer to the desired
content by the one simple click;
o action result to logos of partners, by navigating a user to partner’ website;
o custom 404 Error Page;
o FAQ content based on Table 13. (#OA3)
o customer and partner’ feedback into the website (#OA9);
o redirect to a HTTPS;
o pictures of real staff of the company;

 Compress assets of the website file;
 Enlarge the size of icons to make them tap-able from mobile screens;
 Make a navigation bar static, so it will be constantly on the screen and a user will
see the contact number, Social Media profiles and Search feature being in the
middle or in the bottom of the page;
 Optimize:
o photo slider;
o the images of the website to .CSV or other light type of pictures (this can
be done through Adobe Illustrator);
o the website’ files such as .CSS and .JS;
As a result of implementation of the proposed recommendations, the customer
experience will be enhanced and objective #SO3 can be reached.
Traffic building
In order to achieve the desirable marketing outcomes, the following options have been
chosen for traffic building:
Search engine marketing (#OA8) – due to the fact that it’s the most crucial digital
marketing channel for acquisition of customers (Charsoomarketing.com, 2013). The
following Table 11.1 and Table 11.2 contain the lists of key phrases that are
recommended to be used for SEO optimization, because:
 they cover almost all types of searches: Product, Provider, Action request,
Location and Vendor or Brand;
 they possess highest relevancy to the company;
 they are based on Google Search Engine, which has 74.5%

market share in Uzbekistan and Yandex Search Engine, which has 20.77%
popularity in Uzbekistan (StatCounter Global Stats, 2018);
 even though some of them are not popular in search engines, they have strong
correlation to the company, so it is important to use them in SEO and other
posting content;
Key phrase Searches
per month
CPC Competition Type Relevancy
(0-5)2
Защита безопасность 34 189 n/a n/a Product type 3
Разработка приложений 71 194 n/a n/a Product type 5
Система автоматизация 28 402 n/a n/a Product type 5
Компьютерная безопасность 10 430 n/a n/a Product type 4
Создание приложений 74 488 n/a n/a Product type 4
Умный дом 112 539 n/a n/a Product type 4
Приложение Андроид 670 014 n/a n/a Product type 3
Автоматизация бизнеса 7 678 n/a n/a Product type 5
Информационная
безопасность
128 683 n/a n/a Product type 5
Защита информации 119 823 n/a n/a Product type 4
Разработка внедрение 11 968 n/a n/a Product type 5
Cyberspace центр 5 n/a n/a Vendor or brand 5
Cyberspace услуги 1 n/a n/a Vendor or brand 5
cyber security 1824 n/a n/a Provider type 4
Программирование заказ 380 n/a n/a Action request 5
Заказать программу 3643 n/a n/a Action request 5
Автоматизировать бизнес 970 n/a n/a Action request 5
Secure Cyberspace 2 n/a n/a Vendor or brand 5
Компании по
кибербезопасности
129 n/a n/a Provider type 4
кибербезопасность в
Узбекистане
1 n/a n/a Location 5
защитить базу данных 225 n/a n/a Action request 4
разработка приложений в
Ташкенте
информационная
безопасность в Ташкенте
Table 11.1 Key phrases using Wordstat.yandex.com (2018)
Keyword Volume CPC Competition Type Relevancy
(0-5)
cyber security course 18,100 $5.89 0,65 Product type 5
cybersecurity 201,000 $9.58 0,52 Product type 4
information security 33,100 $4.85 0,2 Product type 4
information security in
Uzbekistan
0 $0.00 0 Location 4
2 Based on personal observation and analysis

information technologies in
Uzbekistan
0 $0.00 0 Location 4
it companies in Uzbekistan 0 $0.00 0 Location 5
learn cyber security online 260 $5.92 0,67 Product type 2
programming in Tashkent 0 $0.00 0 Location 5
Secure Cyberspace 320 $5.30 0,34 Vendor or brand 5
smart home 201,000 $2.43 0,99 Product type 3
smart homes technology 6,600 $2.33 0,79 Product type 4
software development 74,000 $11.07 0,41 Product type 4
software development
courses
4,400 $2.87 0,58 Product type 4
Table 11.2 Key phrases using Keywordseverywhere.com (2018)
This variety of keywords and keyphrases are suggested to be used not only in the
website, but also in posts and articles made by Cyberspace (proposed in the next part).
By implementation of the suggested list of words, the objectives #SO1, #SO2 can be
reached.
Online PR. As it was defined by UK’ Chartered Institute of Public Relation, “PR is about
reputation, results of what you do, what you say and what others say about you”
(Charsoomarketing.com, 2013). So, in the Internet, which stands for “interconnected
networks”, PR is one of the utmost importance, due to the fact that every quality
backlink influences on the rank of the website (Charsoomarketing.com, 2013). Chaffey
and Smith proposed 4 key areas for building a proactive e-PR:
 Search marketing activities. Were already described above.
 Brand engagement activities. As it was mentioned earlier, it is suggested to
introduce blog of the Cyberspace, which will integrate with Social Media pages
(#OA6). “The blog should cover different topics, viewpoints just as magazine” –
stated Chaffey and Smith (Charsoomarketing.com, 2013). Consequently, the list
of possible topics is as follows:
Type Topics

Reviews of mobile, PC, laptops, accessories etc.
News and announces about innovative technologies, flagman devices, crypto-
currencies, etc.
Ratings of Internet and mobile connection providers.
Quantitative and
qualitative researches
of Internet, Android, iOS, Windows users, Social Media
penetration.
Surveys of reader’ preferences, occupation, age, etc. (for future
improvements);
Recommendation lists of the best resources for studying computer languages,
programs, editors etc.
Table 12. Suggested topics
Also, it is highly recommended do send the articles to emails on regular basis
(once a month). This will lead to achievement of objectives #SO3, #SO5, #SO7.
 Buzz-building activities. Mainly, it is focused on “maximizing the word-of-mouth
potential” which is done for quick increase of brand awareness (Rouse, 2015).
Hence, the presentation of Cyberspace should be organized in Ground Zero or in
IT-related universities, as it was already mentioned in Promotion part (7Ps). The
presentation should overview the following points:
Why information security is important?
How vital is IT nowadays?
Short background
Who we are? Short introduction of CEOs;
How the company was found;
What we do? Spectrum of services;
How different we are? What competitive advantage has the
Cyberspace
Q&A session Open discussion
Table 13. Suggested content of presentation
It is also recommended to invite journalists and share the contact information for
further communication in case of launching new services or introduction of
promotions (Charsoomarketing.com, 2013). Moreover, the branded accessories
such as pen, notepads, or small trinket with business cards should be shared.
Also, it is suggested to capture a video of this presentation and upload in social
media channels (OA2). All the proposed activities will help to increase the brand

awareness among visitors’ environment and will not cost a significant amount of
money. As a result, the objectives #SO1, #SO2, #SO6, #SO7 can be reached.
In consideration of online buzz-building, Rouse (2015) suggests to find influential
people or e-magazines with big amount of followers and offer them to write a
review or article about the company. Besides, the author notes that it isn’t the
same as outbound marketing, where the aim is to “proliferate messages to as
many people as possible”, the target is to empower the “one-on-one personal
messages” and sharing of personal experience (Rouse, 2015). Therefore, the
following influential people have been selected for the offer, due to their
connections and segmentation-relatedness or industry-relatedness: Akmal
Payziev (MyTaxi.uz founder), Alisher Fayzullaev (PhD), Vasiliy Kuznetsov
(Course Leader at WIUT), Adbumalik Djumanov (Ex rector of UWED), Batir
Arifjanov (LeBazaar.uz founder), Shodiyabegim Bakhtiyorzoda (do.IT.women co-
founder). Thus, objectives #SO5 and #SO6 can be met;
 Defensive and crisis PR. Defensive PR overlaps with every activity mentioned
above, so it’s crucial to be always ready to respond to any incident by continuous
tracking of “brand health” (Charsoomarketing.com, 2013). To do that, it is
suggested to assign a person(s) for proactive management of social profiles, who
will be able to monitor pages 24/7. Otherwise, it is suggested to subscribe to
Google Alert or Giga Alert, which will be more effective, efficient and cheaper
rather than human being. Consequently, it will help to gain credibility and brand-
favorability and objective #SO7 to be achieved.

Online partnerships. Small organizations are usually neglecting the online partnership,
however, Chaffey and Smith state that it is “an important part of today’s marketing”
(Charsoomarketing.com, 2013). Following that statement, the potential partners have
been identified by several criteria: number of visitors (www.uz, 2018), reputation and
relevance; Cybersecurity can provide their services with discounts in exchange for
promotion of the company or under some terms and conditions, which will satisfy both
parties:
 daryo.uz (66 977 229 views/month) - for link building;
 kun.uz (35 810 849 views/month) - for link building;
 olx.uz (63 478 123 views/month) – for afﬁliate marketing;
 egovernment.uz (n/a) - for online sponsorship;
 uzinfocom.uz (n/a) - for online sponsorship;
Such websites as goldenpages.uz, top.uz, yellowpages.uz haven’t been selected due to
low traffic of visitors (www.uz, 2018). As a result, the traffic on the website will be
increased which will lead to the fulfillment of objectives #SO1, #SO2, #SO5 and #SO7.
Interactive advertising. As far as online partnership was proposed, there is a need for
the banner ad to be displayed on partners’ websites. Such interactive ad has to follow
useful tips proposed by Avantmarketer in the book “Emarketing excellence”, due to the
fact that these tips cover best practices for an effective online creative
(Charsoomarketing.com, 2013). The concept of Avantmarketer’ tips is in simplicity,
brand identity and in high contrast, as well as in stand-alone frames of the story. An
example of the developed interactive ad is provided in the Figure 1. The button on
Figure 1. will have an action result which leads to website where a user can find all

necessary information for his concern. Consequently, it will help to the objectives #SO1,
#SO2, #SO3, #SO5 and #SO7 to be fulfilled.
Figure 1. Interactive ad prototype for Cyberspace
Opt-in email. To expand target audience and to increase a conversion rate, it was
already suggested to have a sponsorship (third party e-newsletter) with uzinfocom.uz.
and egovernment.uz. However, according to statistics of Smart Insights (2018), in 2017
the averaged open-rate of opt-in email in consultancy businesses was 13.78% and in
technological businesses was 12.21%. As far as these indicators are meaningful for
selling objectives, it was decided to use cold email campaign for maximization of
efficiency (#OA7). Chaffey and Smith argues that opt-in email is one of the powerful e-
communication tool, however, it is very crucial to be careful with not to become a
spammer (Charsoomarketing.com, 2013). Therefore, the mnemonic “CRITICAL” has
been used for creation of an example which is displayed in the Figure 2. As far as the

example contains discount and intriguing information, it will help to meet the objectives
#SO1, #SO2, #SO3, #SO5 and #SO7.

Figure 2. Opt-in email prototype of Cyberspace

CONCLUSION
During the report, the analysis of current situation has revealed the need for online
transformation and corresponding objectives with tactics have been defined to bring the
dead website alive. Different practices and options were suggested with examples to
make the online presence of Cyberspace more engaging and profitable. However, in
order to do that, the company must put efforts to implement recommendations into the
actions and monitor the process carefully, otherwise, "Strategy without process is little
more than a wish list." - Robert Filek (Sweetmanager.blogspot.com, 2018).

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APPENDIX
Woorank.com screenshots
Cyberspace.center
Datasite.uz

Infosec.uz
Itts.uz

Smartlab.uz
B-data.com

Seoptimer.com screenshots
Cyberspace.center
Datasite.uz

Infosec.uz
Itts.uz

Smartlab.uz
B-data.com

Marketing Strategy for a dead website. Case:Uzbekistan

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