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DIGITAL MARKETING PLAN
E-Marketing Strategies
Instructed by Michael Ricks
Ilias ALOUANI
AD COOP D I G ITAL MAKRETING P LAN
T A B L E OF CONTENTS
I.EXECUTIVE SUMMARY
II.SITUATIONAL ANALYSIS
Company Background
Industry Analysis
SWOT
III. AD COOP IN THE DIGITAL ENVIRONMENT
Current Digital Marketing Mix
Key Challenges in the Digital Environment Objectives & Goals
IV. WEBSITE/SEARCH ENGINE OPTIMIZATION
Improving the Website
Hypothesis
Recommendations
V. PAID SEARCH (GOOGLE ADWORDS)
Hypothesis :Driving Traffic with Google AdWords
Recommendations
VI. SOCIAL MEDIA
Facebook and twitter
Hypothesis
Content & Timing of Posts
Recommendations
Influencers
VII. References
I.EXECUTIVE SUMMARY
AD COOP is a company based in Morocco in the health and beauty industry specifically
Argane oil which known to have a good benefit to health. Founded in 2007 AD COOP has
grown to export their product internationally with a more focus on the frensh speaking
countries like France and Belgium. But in those countries (Frensh speaking Area) comptetion
get fierce and it is time for the company to re consider its strategy to attract new customers
Currently AD COOP Marketing strategy consists of word of mouth since they attend a lot of
fair trade show worldwide to present their products offers, however the company don’t rely
much in internet technology and it underutilize its web marketing tools, therefore it has the
opportunity to reconsider its digital media mix and to improve its social media tactics.
The primary objective of the this digital marketing plan is be appeal to current and new
customers and contribute to the company overall success as a health and beauty suppliers, in
this plan we will discuss various marketing strategies and tactics on how to employ different
digital and social media tools to accomplish the main objective.
The Three main component of my digital Marketing plan are:
Company Website
• Improving website characteristic (Content, Customization, usability, communication
and Strategy)
• Providing tactics that will improve the company website search result
Paid Search
• Investing in Google ad word to get the traffic to the website
Social Media
• Using effectively the social media tools like Facebook and twitter
II.SITUATIONAL ANALYSIS:
COMPANY PROFILE
AD COOP was created in 2007 with a view to promote Moroccan Agricultural products and to
promote the skills and the knowhow of producers and Moroccan cooperatives internationally.
The goal is to bring to these cooperatives assistance to enable them to meet the demands from
abroad. The main objective of AD COOP is to create a link between international customers and
Moroccan cooperatives, while emphasizing in the autonomy, in order to create a dynamic of
sustainable local development.
The company offers Natural products represented by different Moroccan Tribes and region: Saffron
Taliouine Roses Kelâa Meggouna, Argan (Region of Essaouira, Taroudant, ..)
INDUSTRY ANALYISIS
In Morocco the Argan oil industry is the source of more than 20 million days of work, 7.5 million
occupied by women, in April 2009, A study published by the Moroccan Ministry of Agriculture and
Maritime Fishing, outlines the benefits accruing to women, The study highlights some improvement
in household wealth in the study. Area Households increased their fruit picking Argan could incur
more expenses souk and invest in Buying goat. The Argan oil household production tripled between
1999 and 2007 and tend to store more oil (as fruits).
The craze of Europe, United States and Japan for Argan oil has prompted the emergence of a new
market for producers and channels export. According to statistics of the Autonomous Establishment
of control and Export Coordination, the Argan oil exports continue to grow, reaching 330 tonnes in
2007-2008. The first market is France (78%), followed by Germany (7.6%) and Switzerland (7%).
The export of Argan oil is done through three official channels:
> The industry, managed by both Moroccan and foreign manufacturers;
> From self-managed cooperatives direct sales of oil by women.
This mode is selected by the purchasing company Katima'a, but it is particularly because of the
history that binds the company to certain cooperatives and minority;
> The economic interest groups. Many cooperatives are grouped within GIE managing the marketing,
promotion and export oil they produce.
Swot
Strengths
Ad Coop provide the best sourcing and consulting for clients who are looking for specific argan oil
uses, ie their products can be tailored to specific need depends on the customers preferences.
Besides the company used only products of better quality and it monitor all stages from order to
shipping.
Weaknesses
Rely heavily in France and Belgium to sell their products and don’t try to enter new market, like
Germany and the UK,so they are targeting only two markets resulting in limiting their target to those
two countries for example their website in only in Frensh which a vast a part of the world don’t
understand it.
AD COOP is in need Of a strategic Online digital marketing plan, as they acquire their client only from
there trade show event which are held only once a year and also they are underutilizing their social
media And web presence as effective Marketing tools relative to competitors. Their Social media
Activity could Be more Engaging and relevant for consumers. And their facebook and twitter page are
static thus and also their website need be updated to be more appealing and yield better search
results.
Opportunities
AD COOP can target new market worldwide specially the health conscious society like the
Dutch speaking area and the Anglo-Saxon country where the power of purchase is higher.
Threats
The threat that AD COOP can face is the competition from other company that export argan
oil which are: ARGANE ADOUZAK, LOUIZIDA, MARGANEX and ARGANE
ESSAOUIRA.
Another threat that is facing this domain is the entrance of israel this last has developed a
research to make this plant grow in its land, in the past this industry was monopolise only by
Moroccan company since this plant grow only in that land.
III. AD COOP IN THE DIGITAL ENVIRONMENT
Current digital Marketing Mix
AD COOP current digital plan consist of two prolonged that include web and social media
presence
• The website show only basic information and describe shorltly the company product
offers, with no testimonial or the option to change the language.
• For their the social media which is facebook and twitter they have modest followers of
friends and activity, they contribute content related to their news and trade show.
Objective and Goals
My goal is to Revise AD COOP’s Online marketing mix to better use the tools and practices
available. I have made recommendations that will help AD COOP Accomplish these goals.
Objectives Involve AD COOP website, paid search campaigns, and social media.
OBJECTIVE KPI
DATA
SOURCE INSIGHT ACTION
SEARCH
Increase website Click through rate Google AdWords, A higher CTR rate Increase CTR rate
traffic using Google (CTR) Keywords Metrics means more people
through use of various
keywords and ad
AdWords campaign
(Goal: Achieve CTR of
1.% are clicking on the ads descriptions
and therefore match
PAID
customer searches.
This helps drive
website traffic
WEBSITE
Increase number of Visits Google AdWords, More inquires mean Increase Visits,
inquiries, brand Bounce rate Keywords Metrics more potential Decrease Bounce rate
awareness, and (Goal: Increase # of customers
attract new clientele daily visits by 12%,
on the website bounce rate of 50%)
Improve Search rank on Google Google Efforts to improve the Increased search rank
search results (Goal: Achieve 5nd
quality score given by
through improving the
website
position on “Maroc
Argan Oil Search Google will make the
website more
search) searchable
IV. WEBSITE/SEARCH ENGINE OPTIMIZATION
Having a good website is paramount for attracting and retaining customers. AD COOP’s
current website design is NOT appealing, and does not optimally present what the company
has to offer. After analyzing AD COOP website, I formulated the following hypotheses and
recommendations.
Hypothesis : The website
By improving AD COOP Website in term, of content, usability, communication and monitor
those change with Google Analytics to evaluate the website, and consumer behavior patterns to
achieve a website bounce rate of 20 percent and the to double average visit duration.
Recommendation
My goal is to create an ideal website that excel in many different facets will contribute to a
positive consumer’s experience. However, from my analysis and secondary research I have
concluded that there are characteristics that are more important than others in the industry.
Therefore, I suggest that AD COOP takes measures to improve their website with emphasis
on context, content, and usability to be most important:
Context: it is important because most internet users take their decision according to their first
impression and context of the website, and in this case it is unappealing and need more
improvement perhaps the company needs to hire a marketing a agency to change their website
in term of design logo and color palette to improve the overall appeal of its website.
Content: AD COOP content miss a lot of things first thing there is no site map to guide the
user in their website, fewer content no clear explanation about the product benefit and uses,
prices schedules all that is missed especially that the product is for beauty and wellness and
those type of consumers are more detailed oriented
Usability: Intuitive usability is also imperative for a AD COOP website (this characteristic
could also include the commerce functions). Content is useless unless it can be found. AD
COOP is a smaller company with a simple business model, the content of their website can be
easily organized. Again, I also recommend better use of “white space” (which will likely be
addressed if the website is redesigned) to facilitate easier browsing.
Other improvement that would further the user experience and appeal to the site
Communication: I suggest that AD COOP create a blogging forum in its website to listen to
their want and need of its customers to answer any confusing or doubt that may result with its
product or service for the aim to build trust.
After analyzing google keyword tools I think in order for the company to rank better in the
search engine , I suggest that the content or the copy of the website must show this Phrases:

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Digital marketing plan argane oil

  • 1. DIGITAL MARKETING PLAN E-Marketing Strategies Instructed by Michael Ricks Ilias ALOUANI
  • 2. AD COOP D I G ITAL MAKRETING P LAN T A B L E OF CONTENTS I.EXECUTIVE SUMMARY II.SITUATIONAL ANALYSIS Company Background Industry Analysis SWOT III. AD COOP IN THE DIGITAL ENVIRONMENT Current Digital Marketing Mix Key Challenges in the Digital Environment Objectives & Goals IV. WEBSITE/SEARCH ENGINE OPTIMIZATION Improving the Website Hypothesis Recommendations V. PAID SEARCH (GOOGLE ADWORDS) Hypothesis :Driving Traffic with Google AdWords Recommendations VI. SOCIAL MEDIA Facebook and twitter Hypothesis Content & Timing of Posts Recommendations Influencers VII. References
  • 3. I.EXECUTIVE SUMMARY AD COOP is a company based in Morocco in the health and beauty industry specifically Argane oil which known to have a good benefit to health. Founded in 2007 AD COOP has grown to export their product internationally with a more focus on the frensh speaking countries like France and Belgium. But in those countries (Frensh speaking Area) comptetion get fierce and it is time for the company to re consider its strategy to attract new customers Currently AD COOP Marketing strategy consists of word of mouth since they attend a lot of fair trade show worldwide to present their products offers, however the company don’t rely much in internet technology and it underutilize its web marketing tools, therefore it has the opportunity to reconsider its digital media mix and to improve its social media tactics. The primary objective of the this digital marketing plan is be appeal to current and new customers and contribute to the company overall success as a health and beauty suppliers, in this plan we will discuss various marketing strategies and tactics on how to employ different digital and social media tools to accomplish the main objective. The Three main component of my digital Marketing plan are: Company Website • Improving website characteristic (Content, Customization, usability, communication and Strategy) • Providing tactics that will improve the company website search result Paid Search • Investing in Google ad word to get the traffic to the website Social Media • Using effectively the social media tools like Facebook and twitter
  • 4. II.SITUATIONAL ANALYSIS: COMPANY PROFILE AD COOP was created in 2007 with a view to promote Moroccan Agricultural products and to promote the skills and the knowhow of producers and Moroccan cooperatives internationally. The goal is to bring to these cooperatives assistance to enable them to meet the demands from abroad. The main objective of AD COOP is to create a link between international customers and Moroccan cooperatives, while emphasizing in the autonomy, in order to create a dynamic of sustainable local development. The company offers Natural products represented by different Moroccan Tribes and region: Saffron Taliouine Roses Kelâa Meggouna, Argan (Region of Essaouira, Taroudant, ..) INDUSTRY ANALYISIS In Morocco the Argan oil industry is the source of more than 20 million days of work, 7.5 million occupied by women, in April 2009, A study published by the Moroccan Ministry of Agriculture and Maritime Fishing, outlines the benefits accruing to women, The study highlights some improvement in household wealth in the study. Area Households increased their fruit picking Argan could incur more expenses souk and invest in Buying goat. The Argan oil household production tripled between 1999 and 2007 and tend to store more oil (as fruits). The craze of Europe, United States and Japan for Argan oil has prompted the emergence of a new market for producers and channels export. According to statistics of the Autonomous Establishment of control and Export Coordination, the Argan oil exports continue to grow, reaching 330 tonnes in 2007-2008. The first market is France (78%), followed by Germany (7.6%) and Switzerland (7%). The export of Argan oil is done through three official channels: > The industry, managed by both Moroccan and foreign manufacturers; > From self-managed cooperatives direct sales of oil by women. This mode is selected by the purchasing company Katima'a, but it is particularly because of the history that binds the company to certain cooperatives and minority; > The economic interest groups. Many cooperatives are grouped within GIE managing the marketing, promotion and export oil they produce. Swot Strengths Ad Coop provide the best sourcing and consulting for clients who are looking for specific argan oil uses, ie their products can be tailored to specific need depends on the customers preferences. Besides the company used only products of better quality and it monitor all stages from order to shipping. Weaknesses Rely heavily in France and Belgium to sell their products and don’t try to enter new market, like Germany and the UK,so they are targeting only two markets resulting in limiting their target to those two countries for example their website in only in Frensh which a vast a part of the world don’t understand it. AD COOP is in need Of a strategic Online digital marketing plan, as they acquire their client only from there trade show event which are held only once a year and also they are underutilizing their social media And web presence as effective Marketing tools relative to competitors. Their Social media Activity could Be more Engaging and relevant for consumers. And their facebook and twitter page are
  • 5. static thus and also their website need be updated to be more appealing and yield better search results. Opportunities AD COOP can target new market worldwide specially the health conscious society like the Dutch speaking area and the Anglo-Saxon country where the power of purchase is higher. Threats The threat that AD COOP can face is the competition from other company that export argan oil which are: ARGANE ADOUZAK, LOUIZIDA, MARGANEX and ARGANE ESSAOUIRA. Another threat that is facing this domain is the entrance of israel this last has developed a research to make this plant grow in its land, in the past this industry was monopolise only by Moroccan company since this plant grow only in that land. III. AD COOP IN THE DIGITAL ENVIRONMENT Current digital Marketing Mix AD COOP current digital plan consist of two prolonged that include web and social media presence • The website show only basic information and describe shorltly the company product offers, with no testimonial or the option to change the language. • For their the social media which is facebook and twitter they have modest followers of friends and activity, they contribute content related to their news and trade show. Objective and Goals My goal is to Revise AD COOP’s Online marketing mix to better use the tools and practices available. I have made recommendations that will help AD COOP Accomplish these goals. Objectives Involve AD COOP website, paid search campaigns, and social media. OBJECTIVE KPI DATA SOURCE INSIGHT ACTION SEARCH Increase website Click through rate Google AdWords, A higher CTR rate Increase CTR rate traffic using Google (CTR) Keywords Metrics means more people through use of various keywords and ad AdWords campaign (Goal: Achieve CTR of 1.% are clicking on the ads descriptions and therefore match PAID customer searches. This helps drive website traffic WEBSITE Increase number of Visits Google AdWords, More inquires mean Increase Visits, inquiries, brand Bounce rate Keywords Metrics more potential Decrease Bounce rate awareness, and (Goal: Increase # of customers attract new clientele daily visits by 12%, on the website bounce rate of 50%)
  • 6. Improve Search rank on Google Google Efforts to improve the Increased search rank search results (Goal: Achieve 5nd quality score given by through improving the website position on “Maroc Argan Oil Search Google will make the website more search) searchable IV. WEBSITE/SEARCH ENGINE OPTIMIZATION Having a good website is paramount for attracting and retaining customers. AD COOP’s current website design is NOT appealing, and does not optimally present what the company has to offer. After analyzing AD COOP website, I formulated the following hypotheses and recommendations. Hypothesis : The website By improving AD COOP Website in term, of content, usability, communication and monitor those change with Google Analytics to evaluate the website, and consumer behavior patterns to achieve a website bounce rate of 20 percent and the to double average visit duration. Recommendation My goal is to create an ideal website that excel in many different facets will contribute to a positive consumer’s experience. However, from my analysis and secondary research I have concluded that there are characteristics that are more important than others in the industry. Therefore, I suggest that AD COOP takes measures to improve their website with emphasis on context, content, and usability to be most important: Context: it is important because most internet users take their decision according to their first impression and context of the website, and in this case it is unappealing and need more improvement perhaps the company needs to hire a marketing a agency to change their website in term of design logo and color palette to improve the overall appeal of its website. Content: AD COOP content miss a lot of things first thing there is no site map to guide the user in their website, fewer content no clear explanation about the product benefit and uses, prices schedules all that is missed especially that the product is for beauty and wellness and those type of consumers are more detailed oriented Usability: Intuitive usability is also imperative for a AD COOP website (this characteristic could also include the commerce functions). Content is useless unless it can be found. AD COOP is a smaller company with a simple business model, the content of their website can be easily organized. Again, I also recommend better use of “white space” (which will likely be addressed if the website is redesigned) to facilitate easier browsing. Other improvement that would further the user experience and appeal to the site Communication: I suggest that AD COOP create a blogging forum in its website to listen to their want and need of its customers to answer any confusing or doubt that may result with its product or service for the aim to build trust. After analyzing google keyword tools I think in order for the company to rank better in the search engine , I suggest that the content or the copy of the website must show this Phrases:
  • 7. 1. Argan oil 2. Cosmetic product 3. Morocco argan 4. Argan tree 5. body creams 6. Anti aging product 7. wellness and beauty 8. pure argan oil 9. best argan V. PAID SEARCH (GOOGLE ADWORDS) Hypothesis: Driving traffic into AD COOP using Google ad words Current Marketing mix of the company has no paid search strategy, however in this field of activity competitors used Google ad words in their Marketing campaigns some of the benefit for AD COOP company using this ad words tools are listed below: • To Attract Customers: if people search for a product or service on Google. When a customer makes a search relating to AD COOP, Argan Oil, and bio Product in Morocco, the results will include your competitors, so it’s important that you’re included too. Using Google Ad Words, the company can increase its likelihood of being seen and clicked on when potential consumers are searching. • It yields to fast result meaning if your set your ad in Google paid search your result in the search get instantately not like the other traditional methods which takes much time to implement and to see the result. • Easy to monitor with Google paid search it gives you the ability to monitor and to see the reaction of your customers using different keywords and messages to see what will works best for you. • You only Pay for Results: Google Ad Words offers a “Pay Per Click” system so that you only pay if a user clicks on your ad to visit your website. This means you are paying to reap the benefits of a potential customer viewing your website. • Ad words is easier than SEO because It takes less time to see the result of your campaigns however in the SEO result takes much longer to be achieved. Recommendation: Using Google AdWords, the company can developed a pay per click ad campaign to promote the AD COOP website. The campaign will be extended for a period of three weeks, with an aggregated total spend of 200 Euro. This will help the company uses different keyword and messages and see the result accordingly. The Ad message headline should communicate the benefit of the company use action verb to generate action result. The body or description line has to have some detailed of the product offering and the URL of the website. VI. SOCIAL MEDIA AD COOP’s current social media presence includes activity on Facebook and Twitter. Despite limited engagement on these platforms, the company is active and posting consistentely.
  • 8. FACEBOOK & TWITTER AD COOP currently has 139 likes on Facebook and 42 subscribers on Twitter they are posting content on a regular basis. The company is making efforts to engage their audience on Facebook and twitter, however adjustments can be made to refine their strategies. Hypothesis: Time and content By improving the time and content of a post they will be an increase in shares and commitment of 30 percent, meaning more buzz for the brand. First thing that the company has to began with is the time i.e. in which time of the day should it post, this ideal time is very important because a message or a post has to reach a maximum number of people therefore AD COOP has to know advance to aim for maximum reach of its potential and current clients. The content is also important in facebook or twitter It has to be convincing related to current event and invite likes and subscribers to the page Recommendation: I suggest these 4 facebook tactics to AD COOP 1. Get connected: show their customers that they are online by always post content participate in discussion to enhance their credibility. 2. Get personal: by creating the company image introducing the company benefit what can offer and try to different its message from the others 3. Crowdsourcing the content: Encourage testimonials. Encourage clients to submit their skin and health benefit of the products through submitting testimonials, which can help making current clients stay motivated by being connected and attracts prospective customers by feeling reliable and credible. 4. Ask feedbacks: by asking your customers point of view you get an insight about their want and needs, besides the company can create a two way interaction by letting its customers express themselves and convince other customers too. INFLUENCERS : By expanding the company network to include key influencers the company we will engage in 20% more conversations. This will help AD COOP acquire exposure and credibility. Key influencers are the people who can actually drive sales and awareness convincingly. It's the size of their potential impact that makes them key influencers—and it's their access to your target market that makes them key to the company success. At the present time, AD COOP company only follows few company pages and does not make any effort to interact with them. However, unlike Twitter, on Facebook you have to be bilateral friends to be able to post or comment on personal pages..AD COOPS can, identify influencers that are other businesses or credible endorsers and try to interact with them the is the most effective, and feasible approach to expand its circle of influence. References: http://www.ad-coop.coop/ http://fr.wikipedia.org/wiki/Huile_d%27argane E-marketing:the essential guide to marketing in a digital world