Customer Relationship Management

Q.14 ‘Traffic building’ is the process of increasing the number of people who will visit an e-commerce web site. It covers many of the techniques shown in the ‘green’ boxes on slide 10 of this week’s (week 9 CRM) slides. Specifically for your chosen web site, describe the main types of online marketing communications that it could use for traffic building. Justify how each of these types is applicable to your site. Deadline is 6 pm Friday as originally indicated.

One of the methods Aeropostale could use is SEO, Search Engine Optimisation which allows their webpage to appear closer to the top of the search as searchers normally scan a search results page from top to bottom looking for a relevant result. If the Aeropostale page is placed near the yop it will increase the number of searchers who will visit their site. This will not guarantee more sales for Aeropostale but is a good marketing technique to encourage users to visit their site. A successful Internet marketing campaign for Aeropostale may encourage traffic to web pages, but it may have involve the use of paid advertising on search engines. SEO may generate a return on investment although the search engines are not paid for the search traffic,  and there are no guarantees of continued referrals which may affect the business. Due to this lack of guarantees Aeropostale can suffer major losses if the search engines stop sending visitors to their site. This would give them a boost over their competitors if their page was appearing closer to the top.

Another method they can use is pay per click which is used in search engine where Aeropostale would pay only when a user clicks on the advertisement to visit their website. When the user types a keyword matching aa word on Aeropsotales keyword list, or views a webpage with relevant content, the advertisements should be displayed. These are called sponsored links. As said above for SEO this can give them a boost in views and sales over their competitors as their advertisement will appear noticabel for users and as it is only pay per click will reduce their costs.

Another method Aeropostale could use is opt-in email. From experinence of using Aeropostale and registering to their site I know they send out emails to advertise they products and promotions they have on. This encourages users to view the site and is a good marketing technique as when users are on the site they are more tempted to purchase products. Aeropostle use this form of marketing well as they send emails frequently highlighting they products which encourages users to visit the site and navigate round.