This document provides an audit of Ottoman Hands' integrated marketing strategies and online presence. It analyzes the brand's stakeholders, current online platforms including its website, Facebook, Twitter, Pinterest and Instagram. It also evaluates the brand's online reputation through search engine ratings, links/traffic, and online mentions. Additionally, it examines the online market environment and trends in the jewelry sector. Finally, it identifies key competitors and provides a comparative analysis of their online activities and websites. The document concludes with recommendations to improve Ottoman Hands' online strategies and engagement with its target audience.

1. BOURNEMOUTH UNIVERSITY
OTTOMAN HANDS
Integrated Marketing Strategies Online Audit
Temitope Adedayo
5/5/2014

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Table of Contents
1.0.0. INTRODUCTION……………………………………………………………………..…3
2.0.0. SITUATION REVIEW……………………………………………………………………3
2.1.0. Stakeholders and Target Audience…………………………………………….…..3
2.2.0. Current Online Presence……………………………………………………………..4
2.2.1. Website………………………………………………………………………………….4
2.2.2. Facebook…….………………………………………………………………………….7
2.2.3. Twitter.…….………………….…………………………..…………………..…………7
2.2.4. Pinterest …………………………….…………………………………………………..8
2.2.5. Instagram……………………………………….……………………………………….8
2.3.0. Online Reputation Audit……………………….……………………………………..9
2.3.1. Search engine ratings ………………………………………………………………...9
2.3.2. Links to site and site traffic………………………….…………………………………9
2.3.3. Online mentions…………………….…………………………………………….…..10
2.4.0. Online Market Environment………………………………………………………..11
2.4.1. Target Market……………………………….…………………………………………11
2.4.2. Key figures…………………………………………………………………………….11
2.4.3. Trends……………………….…………………………………………………………12
2.4.4. Conclusion………………………………….………………………………………....12
2.4.5. SWOT analysis……………….……………………………………………………….12
2.5.0. Competitive Analysis………………………………………………………………..13
3.0.0. RECOMMENDATION………………………………………………………………….15
3.1.0. Conclusion…………………………………………………………………………….15
3.2.0. Improve Website Functionality…………………………………………………….15
3.3.0. Increase Engagement with Target Audience……………………………………16
3.4.0. Co-branding through Affiliate Sites and Blogs…………………………………17
4.0.0. MONITORING AND CRISIS PLANNING……………………………………………18
APPENDIX
APPENDIX 1…………………………………………………………………………………...20
APPENDIX 2…………………………………………………………………………………...24
APPENDIX 3…………………………………………………………………………………...24
APPENDIX 4…………………………………………………………………………………...26
REFERENCES…………………………………………………………………………..…….27

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1.0.0. Introduction
Ottoman hands is a London based Jewellery brand established in 2009 by Deniz Gurdal. The brand offers unique handcrafted jewellery made by Turkish artisans with a modern design aesthetic (Ottoman Hands 2014a). It is an affordable brand with prices ranging from £15 to £ 215 and according to the website (Ottoman Hands ca. 2014b) has an extensive online sales distribution through 3rd party retailers such as Asos and Luxxlab as well as offline stockists such as Topshop and House of Fraser. The designer collaborates with local gem cutters and artisans in Turkey to produce necklaces, bracelets, earrings and rings.
This audit will analyse the current online situation of Ottoman Hands, assessing the online market environment which the brand operates in as well as competition and give a recommendation based on the problems identified.
2.0.0. Situation review
The stakeholders and target audience of Ottoman Hands will be identified. An analysis of the brand’s current online presence will be carried out as well as an evaluation of its online reputation.
2.1.0. Stakeholders and Target Audience
Ottoman Hands is a jewellery brand that targets Females. Females between ages 25 – 34 represent its biggest target audience (Mintel 2014). As all of its stockists are based in the UK, it targets a UK Female audience. The brand items are designed by Deniz Gurdal and made by local Turkish gem cutters and artisans. It is sold through stockists like Asos, John Lewis etc. The list of the stockists can be found in Appendix 1. Apart from its female customers who are fans of the brand, people who want to buy jewellery pieces as gifts are also relevant stakeholders. Media outlets such as women’s magazines, fashion websites and fashion blogs with a female audience also hold a stake in Ottoman Hands. It also has an active online community on Facebook and other social media. A graphic representation of the stakeholders is shown in Figure 1.

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2.2.0 Current Online Presence
The current online activity of Ottoman Hands includes:
2.2.1. Website:
Ottoman Hands website will be analysed based on usability principles highlighted in “Don’t make me think” by Krug (2006) and also in regards to its optimisation for search engines (Search Engine Watch 2013).
Starting with its strengths, the design of the website makes it easy for users to determine what industry sector the brands is in, due to the images of the ladies wearing jewellery pieces. The purpose of the website as an e-commerce platform is also in line with the design, with the top tabs being “About Us”, “Shop Online”, “Press”. Most of the contents of the website are also self explanatory leaving no room for confusing online visitors. The design of the website is clear without any visual noise or unnecessary confusion. Also, shopping for the products are easily within the reach of the users and are not more than two clicks away, granting users easy access to the products.

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Figure 2: Ottoman Hands landing page (Ottoman Hands 2014c)
Regarding its weaknesses, there is no proper structure in the web navigation of the shopping platform which is used by Ottoman Hands (Krug 2006). For example, a customer shopping for rings might be shopping for a certain type of ring and would be unable to filter results which are not needed. No search box has been made available to ease navigation. Although the site ID is persistent in every page, shopping for items takes the shopper to a page with a different background colour, and with product categories spread out as tabs (Figure 3). The different look of the shopping page makes the page appear to be on a different website and there is no visible verification of the site’s payment facility which might make shoppers question the level of security of the website. A utility such as a shopping cart is not visible on the shopping page making it difficult to view items that have been added to the cart.

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Figure 3: Ottoman Hands shopping page (Ottoman Hands 2014d)
The content of the site is not up to date in the following areas:
 The facebook plug-in on the ottoman hands website indicates that the brand’s facebook page has 218 likes (ottoman hands 2014c) while the actual facebook page shows that the brand has 9694 likes (Facebook 2014).
 The copyright notice at the bottom right of the webpage reads 2013 and is not up to date as 2014 (Ottoman Hands 2014c).
 The news section of the website shows tradeshows attended in 2012 without showing recent ones attended in 2013 or 2014.
 Some of the stockists listed on the stockist section are not currently carrying Ottoman Hands Jewellery (Ottoman Hands 2014a) and some stockists carrying Ottoman Hands such as John Lewis, are not mentioned on the list.
The lack of up to date content on the website reduces the site credibility and might make customers doubt the availability of items on the shopping site. There have been no efforts to convert visitors to the site from lurkers to customers through sign in forms or registrations. Integration of social media tools with the site such as liking a product or sharing it on social media are not present on the site. Apart from facebook, Ottoman Hands’ other social media presence is not mentioned. Customers are unable to give

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feedback through methods such as rating a product or giving a review. There is no addition of the “alt” text to the Image tags on the website which hinders search engine optimisation (SEO). In conclusion, the website does not seem optimized for search engines.
The website does not offer a regular e-news letter and incentives such as discounts or vouchers which could be offered to visitors for signing up are unavailable.
The website’s landing page and shopping page can be seen in Figure 2 and 3 respectively.
2.2.2. Facebook:
The brand’s facebook page currently has 9694 likes on facebook (Facebook 2014a) with 42 people talking about the page.
Its major strengths include:
 The page is regularly updated with images of new products, pictures celebrating holidays such as Valentine, Easter etc and informing followers of items on sale on the website. Followers are also updated on upcoming shopping events and fairs.
 The facebook (FB) and Pinterest pages are linked.
 People are able to sign up for Ottoman Hands newsletter on its FB page (Facebook 2014b).
 Voucher codes are sometimes shared to followers on FB.
Its weaknesses include:
 There is a low level of activity of the FB wall in comparison to the number of people that like Ottoman Hands page.
2.2.3. Twitter:
Ottoman Hands twitter account was opened in October 2011 and it currently has 1125 followers (Twitter 2014).
Its major strengths include:

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 It is regularly updated with tweets relating to current events like holidays, products, retweets of customers, press features.
 Tweets with style suggestions on the jewellery pieces are often written with links to the item’s shopping page on the Ottoman Hands website.
Its weaknesses include:
 The interactivity level is low.
2.2.4. Pinterest
Ottoman Hands currently has 50 followers with 11 boards, 245 pins and 89 likes. Its web address is posted on the profile. It is regularly updated with images on its jewellery and design inspirations.
2.2.5. Instagram
Ottoman Hands currently has 487 followers on Instagram and has 131 posts so far (Instagram 2014a). Its facebook, twitter and website address can be found on the brand’s profile. It is regularly updated with pictures. There is a considerable amount of Interactivity between the brand and its followers as enquiries by followers are answered. However, updates on Instagram do not always reflect on the website product page (Instagram 2014b). This problem is highlighted in enquiries by followers about the inavailability of the pieces online (Figure 4).

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Figure 4: Ottoman Hands Instagram (Instagram 2014)
2.3.0. Online Reputation Audit
2.3.1. Search engine rating:
Alexa as well as Google keyword planner was used to generate keywords related to Ottoman Hands which were then entered in 3 popular search engines in order to determine its ranking on those sites. The results can be view in appendix 2.
Ottoman Hands has no paid search therefore search results are natural/organic. Searching for the website using its name “Ottoman Hands” placed it in top positions on Google, Bing, and Yahoo. However, other related keywords had lower postions on the search engines. Generic terms such as “Jewellery online” and “Handmade Jewellery” yielded the lowest ranking results.
2.3.2. Links to site & site traffic:
2390 pages are indexed by search engines (marketing grader 2014); this is a positive finding because the higher the number of indexed pages, the greater the chance of the website being found. 21 sites were found linking to the site on Alexa (2014), while

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marketing grader (2014) found 24 links. Most of the site links are fashion related websites and fashion blogs featuring Jewellery pieces by Ottoman Hands.
Regarding the traffic of the site, the website currently has no analytics tool installed which would be useful to obtain site traffic information (woorank 2014). The website’s low ranking makes it difficult to obtain useful information through google trends. However according to woorank(2014), site traffic is estimated to be very low. The estimated daily unique pageviews per visitor is 5 page views while the estimated daily time spent on the site per visitor is 1 minute 33 seconds (Alexa 2014).
2.3.3. Online Mentions:
Ottoman Hands currently has 262 online mentions (Social mention 2014). Sentiment about the brand is mostly neutral and positive, making the ratio of positive to negative comments 7:1. The top 3 sources of its mentions which can be seen in figure 5 are photo bucket, YouTube and flickr however Ottoman Hands does not have accounts in any of these sites. Some of the mentions on photobucket are by customers wearing the jewellery although there are a considerable number of random images unrelated to the brand. Mentions on Youtube are completely unrelated to the brand with the search results being related to subjects like the Ottoman Empire, ottoman furniture and other aspects of Turkish culture. Flickr mentions are also images of things unrelated to the jewellery brand.
Figure 5: Sources

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Figure 6: Sentiment
This shows poor SEO and that there is a disparity between online mentions and links to the jewellery brand. Also, the sentiment results calculated on social mention (2014) as seen in figure 6 may be unrelated to the jewellery brand.
2.4.0. Online Market Environment
2.4.1. Target Audience:
Based on research by Mintel (2014), the main audience for fashion accessories was found to be 25 to 34 year old females. This audience is followed closely by 15 - 24 year olds.
2.4.2. Key Figures:
 Growth in the jewellery sector has been slow as consumers have prioritised other areas of spending such as footwear and handbags.
 There has been a 1.4% decrease in costume jewellery spend between 2012 and 2013 (Mintel 2014).
 The 6% decrease in 15-24-year-olds between 2013 and 2018 will tremendously affect the fashion accessories sector
 Consequently, the 7.5% rise in 25-34-year-olds will have a positive effect on the market as they have overtaken young people to the biggest buyers of accessories.
 40% of women prefer seeing the item before buying it and 25% like to try it on meaning they prefer to buy in-store.

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2.4.3. Trends:
 There is an increasing popularity of costume jewellery among women of all ages and socio-economic groups as an alternative to fine jewellery particularly for self purchasing.
 Jewellery bought for gifting and bridal purposes have had consistent growth while self-purchased Jewellery has suffered.
2.4.4. Conclusion:
The growth in 25-34s is positive for the fashion accessories market as this age group has better earnings and less financial pressures than 18 - 24s, hence it has more disposable income leftover to spend on fashion accessories. Less emphasis is also placed on low price and sales/special offers, meaning that Ottoman Hands can seek to differentiate itself by focusing on other aspects such as trend-led pieces and innovation (Mintel 2014). Also since a considerable number of women respond positively to better jewellery display and close-ups, better displays of the jewellery pieces from different angles as well as images and/or videos of models wearing the pieces would be beneficial and could help drive online sales on Ottoman Hands (Mintel 2013).
2.4.5. SWOT Analysis:
• Ottoman Hands’ major strengths include its online presence on relevant platforms such FB, twitter, and having a generally positive public perception of the brand on social media. The ottoman design aesthetic of the brand is unique and not common online which makes ottoman hands a niche jewellery brand. However, the website is not optimised for search engines which prevent it from being on top results for relevant keyword searches. Lacks of social media integration to enable online sharing as well as old content on the website are also weaknesses.

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• There are opportunities to sell to 25 – 34 year olds as they are major target audience for accessories. The brand can also partner with fashion sites and blogs through affiliate marketing. There is also an opportunity in jewellery bought for gifting purposes. However there are threats to Ottoman Hands such as the changing trends in fashion which may affect the brand since the brand has a particular aesthetic which may not always be in vogue. There are also jewellery brands such as ottoman jewellery and Sultanesque which are also based on the same Ottoman artisanship and have designs similar to Ottoman Hands.
The SWOT analysis can be viewed in appendix 4.
2.5.0. Competitive Analysis
Ottoman Hand’s four key competitors include:
 Ottoman jewellery
 Sultanesque
 Orelia
 Shourouk
These brands were chosen based on their product offering as well as target audience. Ottoman jewellery and Sultanesque are both brands that are based on Ottoman craftsmanship just like Ottoman Hands, while Orelia and Shourouk are also handcrafted jewellery brands. All four competitors’ target audience are within the 16 – 34 age group. Although these brands are similar to Ottoman Hands, they vary in their online presence and activities. An analysis of competitors’ online activities can be seen in Figure 7 and a detailed examination of their websites can be found in Appendix 3.
Based on the examination of the websites, Ottoman Hands and its main competitors have been placed on a perceptual map in order to compare the customer age groups as well as their website usability and design. The perceptual map can be found in Figure 8.

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Figure 8: Perceptual Map
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Figure 7: Competitors’ online activities

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3.0.0. RECOMMENDATION
3.1.0. Conclusion:
It is evident through the SWOT analysis that the biggest weaknesses of Ottoman Hands lies in the poor functionality of its website as well as low social media engagement. There are also opportunities to increase its brand awareness through partnerships with fashion sites and blogs. Hence, its weaknesses will be “countered through exploiting opportunities which results in an attacking strategy” (Chaffey et al., 2009, p. 223).
The type of digital strategy used by an organisation depends on the nature of the business (Chaffey et. al., 2009). Since Ottoman Hands website is an e-commerce site, its main business objective is to increase sales of its products on the website through acquiring new customers and retaining existing customers. Therefore the site has to be equipped for its task. After a situational analysis of its online presence, an audit of its brand reputation and a review of its online marketing & competitive environment, three key recommendations will be made to meet its business objective and they are:
 Improve functionality of the website
 Increase engagement with target audience
 Co-branding through affiliate sites and blogs
3.2.0. Improve website functionality
This will be done through:
Search engine optimisation:
 Keywords and popular search queries should be added to the website’s landing page in order to increase its visibility in the search engines.
 Alt tags should be added to the site images in order to increase search rankings and drive traffic to the website.
 Optimise your page titles including keywords in order to increase its position in the natural search results
 Spend on search engine adwords using popular search engine queries (see appendix 2).

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 Buy related domain names such as ottomanhandshop.com, ottomanhands.net, ottomanhands.co.uk and divert the traffic to Ottoman Hands website.
Better web usability and accessibility:
 A “search” button should be included in the shopping page of the website to help online users navigate the website better.
 Product page filters should be enabled for price, name and what’s new (recently added items) to enhance navigation of the website.
 Link to the shopping cart should be added to the page in order to be able to view items added to the cart.
 Links to all of the brand’s social media should be included in the website.
 Social media and email sharing buttons should be integrated into the product pages.
 Content on the website which is not up to date should be updated on the website.
3.3.0. Increase engagement with target audience
Website:
 Cookies should be used to personalise website content for users by making product recommendations, showing last viewed items etc.
 A signup link for newsletters should be included in the landing page to convert first time users to loyal customers. Incentives such a 10% discount code for 1st purchase can also utilised.
 Product videos showing models wearing the jewellery items should be embedded in the website. This would increase engagement with online users and also improve the website ranking.

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Social media: FB, Twitter, Pinterest, Instagram
 Ottoman Hands customers should be encouraged to post pictures of themselves on FB, pinterest and instagram wearing the jewellery pieces tagging “ottomanhands”.
 Online competition should be launched on the various social media platforms asking customers to send in different outfit looks accessorised with Ottoman Hands pieces. Requirements should also included following the brand on at least three of its social media platforms. This should increase its number of followers.
 Followers should be informed of new items added to the site with product links included and those items must be available for followers to buy on the website.
Creating a YouTube channel:
 Video content through YouTube allows the brand to show the pieces being worn on models which can be easily embedded on the website.
 It is also an avenue for styling tips, trends and new items and collections to be viewed and shared, increasing engagement with the customers.
3.4.0. Co-branding through affiliate sites and blogs
Analysis of linked pages (marketing grader 2014) showed that the brands links were mostly fashion related sites and blogs featuring the brands jewellery pieces. Collaboration with these sites and blogs will increase product sales as affiliate links will be embedded on the sites directing users to purchase the featured jewellery pieces on Ottoman Hands shopping page.

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4.0.0. MONITORING AND CRISIS PLANNING
 Time is required to not only implement these recommendations, but also for noticeable growth and improvement to take place for the brand.
 SEO should be monitored using Google analytics, a timed schedule should be created with a dedicated online marketing professional assigned to monitor the progress of site ranking, search queries etc and also to make sure that the brand’s marketing message is consistent across all online platforms.
 All online mentions should be monitored regularly using tools such as Trackur or social mention.
 Unfortunately, increase in engagement with users also increases the risk of a social media crisis. Hence, a crisis communications plan should be developed ahead as it is very vital in such situations, for the brand management to act quickly and appropriately.

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APPENDIX
Appendix 1: List of Ottoman Hands Stockists (as shown on its website).
Online Stores
ASOS.com
Luxxlab.com
London
Topshop
Oxford Circus, London, W1C 1DA
House of Fraser
318 Oxford Circus, London, W1C 1HF
80 George St Richmond, Surrey, TW9 1HA
The British Musuem
Great Russell Street, Bloomsbury, London, WC1B 3DG
Gilda's Tryst
18-19 St Christopher’s Place, London W1U 1NN
Mia Wood
9 Station Parade, Kew Gardens Village, Richmond, TW9 3PS
Mindbodyspirit
755 Fulham Road, London, SW6 5UU
Chajoulie
10 Essex Road, Finchley, London, N3 1NE
Moonstone
31 Park Road, Teddington, Middlesex, TW11 0AB
T Jewellery
61 The Broadway, Crounch End, London, N8 8DT
Nova
146 High Street, Teddington, Middlesex, TW11 8HZ

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Verandah
116 Collage Road, London, NW10 5HD
Rumbles
3a Oak Road, Ealing, W5 3SS
Manguette
40 Gordon Place, London, W8 4JF
Shi Cashmere
30 Lowndes Street, London, SW1X 9HX
Rumbles
3a Oak Road, Ealing, W5 3SS
Manguette
40 Gordon Place, London, W8 4JF
Shi Cashmere
30 Lowndes Street, London, SW1X 9HX
South East
House of Fraser
The Oracle Center, Reading, RG1 2AS
Covet
37 Ship Street, Brighton, BN1 4AB
Forme
69 Parchment Street, Winchester, SO23 8AT
Jason
24 High Street, Sunninghill, Berkshire, SL5 9NE
Whippettgrey
37 High Street, Old Amersham, Buckinghamshire, HP7 0DP
Nothing
The Fourth Avenue, The Covered Market, Oxford, OX1 3DZ

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Emmie
123 High Street, Hurstpierpoint, West Sussex, BN6 9PU
Bardoe & Appel
4 Tunsgate, Guilford, GU1 3QT
Simply Silver
54b High Street, Ware, Hertfordshire, SG12 9BZ
Castle Lawson Design
Shop 2 Sterling Hall, 11-13 Elm Road, Leigh-On-Sea, Essex, SS9 1SW
The Green House
25 Pickwick Road, Corsham, Wiltshire, SN13 GBQ
Chloe James
12 High Street, St Albans, Hertfordshire, AL3 4EL
Bird
35 Chobham Road, Sunningdale, Berkshire, SL5 0DS
Mosaic
30 Harbour Street, Whitstable, Kent, CT5 1AH
Wyken
The Leaping Hare Restaurant & Country Store at Wyken Vineyards Stanton, Bury St. Edmunds, Suffolk, IP31 2DW
South West
Charles Alexander Ltd
24 Strand Street, Douglas, Isle of Man, IM1 2EG
Onda
St Mawes, Cornwall, TR2 5DQ
House of Fraser
13 Milsom Street, Bath, Avon, BA1 1DD
OSO silver
2 St Thomas's Square Salisbury, Wiltshire, SP1 1BA

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Jenny Norden Interiors
6-7 Chipping Court, Tetbury, Gloucestershire, GL8 8ES
Midlands
Atelier
8 Parkwood Crescent, Sherwood, Nottinghamshire, NG5 4EA
ASD Jewellers Ltd
Castleton, Hope Valley, Derbyshire, S33 8WN
Bagel & Griff
6 Church Square, Market Harborough, Leicestershire, LE16 7NB
North
Plum Trading Ltd
23 Market Place, Malton, North Yorkshire YO17 7LP
Interiors
41 Church Road, Lytham, Lancashire, FY8 5LN
Scotland
House of Fraser
45 Buchanan Street, Glasgow, G1 4RZ
Wales
House of Fraser
14-18 St Mary Street, Cardiff, South Glamorgan, CF10 1TT
Northern Ireland
Suitor Gallery
17 Grange Road, Ballygawley, County Tyrone, BT70 2LP
Europe
Eclectic
Unit 7, Liberty Wharf, St Helier, Jersey, JE2 3AU
Victoria Fine Jewellery Ltd
33 the Pollet, St Peter Port, Guernsey, GY1 1WG

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Appendix 2: Search Engine Query
Appendix 3: Competitors’ Websites
Ottoman Jewellery
http://www.ottomanjewellery.com/default.aspx
The design of the website matches the site purpose as both a corporate and e- commerce website with an image of a model wearing the jewellery piece on the landing page.
The link to the shopping page is situated above the top tabs making it difficult to notice.
Since its target audience is the EU, the website has language options in English, Italian, Spanish and French.
The side ID is visible throughout.
The shopping page has the shopping cart link at the top right and bottom left side of the page.
Zooming functionality is available for the product images.
Proper organisation of products and

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pages can be filtered by price, product name and availability.
Facebook sharing is also available.
However, apart from FB, no other social media is mentioned.
Customers are unable to give feedback through reviews and ratings
A newletter signup form is available.
Sultanesque
http://sultanesque.com/
The design of the website is clear and attractive.
Videos are embedded on the product links, allowing customers to interact with the products.
You can filter the products by position, name and price.
Good web navigation with sub- categories of the products accessible via one click.
There is an email sharing button for each product.
The compare button allows users to compare different items.
FB, twitter, youtube and pinterest links are shown on the bottom of the page.
Orelia
http://www.orelia.co.uk/
The design of the website is in tune with the boho aesthetic of the brand.
Social media links located at the bottom right of the page.
Products can be filtered via trends, recommendations (orelia loves), price, what’s new.
Promotions such as special offers are available.
The site offers gift packaging.
Detailed product information given.
Social media and email sharing buttons are available on individual product pages.
The website also has a blog which is regularly updated.
The shopping cart link is located on the top right of the page.
Link included to sign up for newsletter at the bottom left of the page.
Shourouk
http://shourouk.com/
The white font on black background makes it slight difficult to view the text on the left side of the webpage.
Product tabs located on the top of the

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page.
Easy navigation on the product page
The tabs are located on the left side of the webpage and covers some parts of the e-commerce site. The tabs bar also shortens the width of the page size, making it difficult to view the pages.
FB and email sharing buttons are included.
The website offers newletters.
A link to the shopping cart is displayed on the top right of the shoppingpage.
Appendix 4: SWOT analysis

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REFERENCES
Alexa 2014. Site Overview: otomanhands.com [online]. Alexa. Available from: http://www.alexa.com/siteinfo/ottomanhands.com [Accessed 4 May 2014].
Chaffey, et. al., 2009. Internet Marketing: Strategy, Implementation and Practice. 4th edition. Harlow: Pearson.
Google trends, 2014. ottoman hands, ottoman jewellery, turkish jewellery [online]. Mountain view: Google. Available from: http://www.google.com/trends/explore#q=ottoman%20hands%2C%20ottoman%20jewellery%2C%20turkish%20jewellery&cmpt=q [Accessed 4 May 2014].
Krug, S., 2006. DON’T MAKE ME THINK: A Common Sense Approach to Web Usability [online]. 2nd edition. Berkley: New Riders. http://searchenginewatch.com/article/2259693/SEO-Basics-8-Essentials-When- Optimizing-Your-Site
Marketing grader 2014. Overall report for ottomanhands.com [online]. Dublin 1: HubSpot. Available from: https://marketing.grader.com/report/ottomanhands.com/seo [Accessed 4 May 2014].
Mintel, 2013. Watch and Jewellery Retailing [online]. London: Mintel Group.
Mintel, 2014. Fashion Accessories [online]. London: Mintel Group.

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Ottoman Hands, ca. 2014a. About us [online]. London: Ottoman Hands. Available from: http://www.ottomanhands.com/about-us# [Accessed 30 April 2014].
Ottoman Hands, ca. 2014b. Stockist [online]. London: Ottoman Hands. Available from: http://www.ottomanhands.com/stockist [Accessed 30 April 2014].
Ottoman Hands, ca. 2014c. Ottoman Hands [online]. London: Ottoman Hands. Available from: http://www.ottomanhands.com/ [Accessed 30 April 2014].
Ottoman Hands, ca. 2014d. Ottoman Hands: bracelets [online]. London: Ottoman Hands. Available from: http://ottomanhands.com/bracelets [Accessed 20 April 2014].
Ottoman Hands, 2014a. Ottoman Hands. Facebook [online]. 30 April 2014. Available from: https://www.facebook.com/OttomanHands [Accessed 30 April 2014].
Ottoman Hands, 2014b. Email Sign-in. Facebook [online]. https://www.facebook.com/OttomanHands/app_100265896690345 [Accessed 30 April 2014].
Ottoman Hands, 2014c. Ottoman Hands. Twitter [online]. 30 April 2014. Available from: https://twitter.com/OttomanHands [Accessed 30 April 2014].
Ottoman Hands, 2014a. Ottoman Hands. Instagram [online]. 4 May 2014. Available from: http://instagram.com/ottomanhands# [Accessed 4 May 2014].

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Ottoman Hands, 2014b. Just having a Ruby Red Friday! The perfect colour to transition from office to cocktails this eve! :) #ottomanhands #fashion #jewellery #ruby #red #instafashion #instajewellery. Instagram [online]. February 2014. Available from: http://instagram.com/p/krPMyFG5R-/ [Accessed 4 May 2014].
Ottoman Hands, 2014c. #SS14 collection!! #ottomanhands #jewellery #fashion #pastels #instafashion #instajewellery #gold. Instagram [online]. February 2014. Available from: http://instagram.com/p/k1jp2TG5YO/ [Accessed 4 May 2014].
Ottoman Hands, 2014. Ottoman Hands. Pinterest [online]. 30 April 2014. Available from: https://www.pinterest.com/ottomanhands/ [Accessed 30 April 2014].
Social mention 2014. Mentions about ottoman hands [online]. social mention. Available from: http://socialmention.com/search?q=ottoman+hands&t=all [Accessed 7 May 2014].
Woorank 2014. Review of ottomanhands.com [online]. Woorank. Available from: http://www.woorank.com/en/www/ottomanhands.com [Accessed 4 May 2014].