Digital marketing involves the promotion of brands or products through the electronic media. It differs from the traditional marketing because it enables the company to use real time methods and channels in the analysis of marketing campaigns (SAS, 2016). Digital marketing can enable the company to know the products that have more views and the number of times these products are viewed by potential buyers. They can also determine sales conversions, the content that works, the length of time a potential buyer spends checking the advertised products, and the online content that does not work.
Kitchen Garden wants to develop an ecommerce website aimed at attracting both consumers and garden centers. Kitchen Garden sells more than 100 varieties of aromatic herbs. The company wants to use digital marketing to reach out to more consumers and garden centers. The company will need to add some specific fields to its website so as to make it easy for potential buyers to purchase goods. I would advise the company to categorize the fields into two parts bearing the name Consumers; and Garden Centers. Such categorization will enable the potential buyers to easily visit the site recommended for them. The Garden Centers are more likely to buy in bulk because they intend to resell these herbs. The consumers will buy in small quantities because the aromatic herbs are for their own consumption.
The two categories should then have subfields within them. These subfields should include aromatic herbs; purpose; FAQ; payment methods; shipping and delivery; customer guidance; refund and return; and support center. These fields will enable the potential buyers to get all the information they need about the herbs they want to purchase. They can seek further clarification from the support center through online chat.
Bibliography
SAS, (2016). Digital Marketing. [Online] SAS. Available at: http://www.sas.com/en_us/insights/marketing/digital-marketing.html [Accessed 20th Apr. 2016]
