Digital Marketing Plan For SME

FACULTY OF ECONOMICS AND ADMINISTRATION
Digital Marketing Plan for

SME
Master’s Thesis
MAYRA LIZBETH FUENTES CADENAS
Supervisor: Ing. Dušan Mladenovic PhD
Business Management (Eng.)
Brno, 2021
MASARYKOVA U N I V E R Z I T A
FACULTY OF ECONOMICS AND ADMINISTRSTION
LIPOVÁ 41A, 602 00 BRNO
IČ: 00216224
DIČ: CZ00216224
MASTER'S THESIS
DESCRIPTION
Academic year: 2020/2021
Student: Bc. Mayra Fuentes
Programme: Business Management
Title of the thesis/dissertation: Digital Marketing Plan for SME
Title of the thesis in English: Digital Marketing Plan for SME
Thesis objective, procedure and methods used: The main goal of the thesis is to analyse marketing online for a
specific enterprise. Furthermore to inquire, analyse and elabo-
rate on marketing challenges of a given company. To ana-lyse
main limitations and benefits of carrying out marketing activities
online. To implement general marketing goals in internet context
and test to what extent they could be accomplished. Research
agenda should be as following: 1. browsing of relevant and up-
dated literature; 2. Setting up the methodoLogy; 3. testing, exper-
imenting or analyzing realities of Internetmarketing 4. discussion,
findings and conclusions. Suggested methodology: all relevant
quantitative and qualitative methods applicable to the research
problem (e.g. interviews, questionnaires, analysis of secondary

data etc.).
Extent of graphics-related work: According to thesis supervisor’s instructions
Extent of thesis without supplements: 60 – 80 pages
Literature: JONES, Susan K. Business-to-business Internet marketing: seven

proven strategies for increasing profits through internet direct
marketing. Gulf Breeze: Maximum Press, 2009. 346 s. ISBN 978-
1-931644-69-3.
Complete B2B online marketing. Edited by Maura Ginty - Lau-ren
Vaccarello - William Leake. 1st ed. Hoboken, N.J.: John Wiley &
Sons, 2012. xxiii, 262. ISBN 9781118225875.
CHAFFEY, D. Internet Marketing. Strategy, Implementation and
Practice. 4th ed. Harlow: Pearson Education Limited, 2009. 693
s. ISBN 0-273-71740-5.
Internet marketing of tourism. Edited by N. S. Bisht - Rakesh
Belwal - Sweta Pande. Rev. ed. Mumbai [India]: Himalaya Pub.
House, 2010. 218 p. ISBN 9789350243121.
Issues in internet marketing. Edited by Kenneth R. Deans. Brad-
ford, England: Emerald Group Publishing, 2003. 125 p. ISBN
0861768256.
STRAUSS, Judy and Raymond FROST. Marketing on the Internet:
principles of online marketing. Upper Saddle River: Prentice-
Hall, 1999. xxiii, 383. ISBN 0130105856.
Online marketing. Edited by Brian Sheehan. Lausanne, Switzer-
land: AVA Academia, 2010. 183 p. ISBN 9782940439
Search engine optimization your visual blueprint to effective In-
ternet marketing. Edited by Kristopher B. Jones. Indianapolis, IN:
Wiley, 2008. xxiv, 296. ISBN 0470224487.
The linked photographers’ guide to online marketing and social

media. Edited by Lindsay Adler - Rosh Sillars. Boston, Mass.:
Course Technology, 2011. xxi, 361 p. ISBN 9781435456068.
The small business online marketing handbook: converting on-

line conversations to offline sales. Edited by Annie Tsai. 1 online
r. ISBN 9781118770153.
Thesis supervisor: Ing. Dušan Mladenović, Ph.D.
Thesis supervisor’s department: Department of Corporate Economy
Thesis assignment date: 2020/05/15
The deadline for the submission of Master’s thesis and uploading it into IS can be found in the academic year calendar.
In Brno, date: 2021/05/13

DIGITAL MARKETING PLAN FOR SME
Bibliographic record
Author: Mayra Lizbeth Fuentes Cadenas

Faculty of Economics and Administration
Masaryk University
Department of Economics
Title of Thesis: Digital Marketing plan for SME
Degree Programme: Economy and Management
Field of Study: Business Management (Eng.)
Supervisor: Ing. Duš an Mladenovic PhD
Year: 2021
Number of Pages: 110
Keywords: digital marketing, marketing research, digital marketing plan,

SOSTAC, marketing strategy, SWOT, social media
2
Abstract
This thesis aims to design a Digital Marketing Plan for SME Moonli Designs, a B2C online
retailer using the SOSTAC model. The theoretical part contains the Internet evolution, the
digital marketing landscape in Latin America and Mexico, trends, tools, metrics and the
SOSTAC model. Chapter 2 contains the methodology. Chapter 4 includes a Digital Market-
ing Plan designed according to the necessities identified in the situation analysis. Online
questionnaires collected data from 283 respondents to know preferences and behaviour
regarding the artisanal jewellery market. Chapter 4 contains the conclusion of the work.
4
Declaration
I certify that I have written the Master’s Thesis Digital Marketing Plan for SME by myself
under the supervision of Ing. Duš an Mladenovic PhD and I have listed all the literature and
other sources in accordance with legal regulations, Masaryk University internal regula-
tions, and the internal procedural deeds of Masaryk University and the Faculty of Econom-
ics and Administration.
Brno, .......................................
Mayra Lizbeth Fuentes Cadenas
Acknowledgement
To my supervisor Ing. Dušan Mladenović for his assistance and guidance.

To Mike for helping me to make my dream come true.
To Zahavit, Noam and their family for the support.
To God, my family and friends for providing me love, motivation and encouragement through-
out my studies.
TABLE OF CONTENT
Table of Content
List of Figures 11
List of Tables 13
1 Introduction 15
2 Theoretical background 17
2.1 Internet ................................................................................................................................. 17
2.2 Digital Marketing .............................................................................................................. 18
3 Methodology 45
3.1 Study rational ..................................................................................................................... 45
3.2 General Research Questions ......................................................................................... 45
3.3 Addressing the target group, data collection and analysis ............................... 46
4 Digital marketing plan proposal – case study 47

4.1 Moonli Designs................................................................................................................... 47
4.2 (S) Situation analysis ....................................................................................................... 51
4.3 (O) Objectives of the digital marketing plan .......................................................... 62
4.4 (S) Marketing strategy .................................................................................................... 62
4.5 (T) Tactics ............................................................................................................................ 63
4.6 (A) Action plan and implementation ......................................................................... 85
4.7 (C) Control ........................................................................................................................... 89
Conclusion 90
Limitations ....................................................................................................................................... 92
References 93
Appendix A – Cover letter 101
Appendix B – Questionnaire 102
Appendix C Appendix D - Questionnaire Answers 107
9
LIST OF FIGURES
List of Figures
Figure 1. Digital audience growth September 2019 vs 2020 (Fosk, 2021).
Figure 2. Average hours of digital consumption per visitor (Fosk, 2021).
Figure 3. DM statistics in Mexico (Marketing, C. 2019).
Figure 4. Differences between SEO and SEM (Terrance, 2017).
Figure 5. Difference between organic and paid results in Google. (Author).
Figure 6. Number of social network users worldwide from 2017 to 2025 (Statista 2021).
Figure 7. Social network advertising revenues in the United States from 2017 to 2021 in billion dollars (Statista 2021).
Figure 8. Number of monthly active Facebook users worldwide as of 3rd quarter 2020 (Statista 2021).
Figure 9. Relevant metrics for social media applications organized by key social media objectives (Donna L Hoffman, 2010).
Figure 10. Moonli Designs Logo (Author).
Figure 11. Moonli Designs Organization Chart (Author).
Figure 12. Moonli Designs Location 1.
Figure 14. Tumbiko Logo.
Figure 15. Hekate Logo.
Figure 16. Osaya Logo.
Figure 17. Bonito Logo.
Figure 18. Flora Maria Logo.
Figure 19. Persona (Author).
Figure 20. Moonli Designs main page.
Figure 21. Moonli Designs web page.
Figure 22. Organic position SEO.
Figure 23. Examples, Google AdWords I (Author).
Figure 24. Examples, Google AdWords II (Author).
Figure 25. Examples, Google AdWords III (Author).
Figure 26. Examples, Google AdWords IV (Author).
Figure 27. Email marketing campaign 2015 (Author).
Figure 28. Email marketing campaign example (Author).
Figure 29. Moonli Designs Fan Page (Author).
Figure 30. Moonli Designs Facebook post example (Author).
Figure 31. Moonli Designs Instagram profile (Author).
Figure 32. Moonli Designs Instagram post example (Author).
Figure 33. Moonli Designs Instagram story example (Author).
Figure 34. Moonli Designs tweet example (Author).
Figure 35. Moonli Designs monthly calendar (Author).
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LIST OF FIGURES
Figure 36. Moonli Designs Complete Diagram I (Author).

Figure 37. Moonli Designs Complete Diagram II (Author).
Figure 38. Moonli Designs Complete Diagram III (Author).
Figure 39. Budget per month and semester (Author).
12
LIST OF TABLES
List of Tables
Table 1: Net Marketing Share (Share, 2020).
Table 2: Competitor Analysis (Author)
Table 3. SWOT analysis (Autor)
13
1 Introduction
From the fire, the wheel or the lightbulb to the telegraph, the pc or the telephone, different
human inventions and discoveries have marked the development of society as we know.
Between the 1960s and the 1980s, computer technology underwent a dramatic transfor-
mation: the computer, originally conceived as a remote calculating device, was reborn as a
means of communication (Abbate, 1999). Users became aware of the benefits of having
computers just after the Internet became an everyday tool. The Internet grew from a sim-
ple network to a complex one connecting thousands of millions of computers and users
worldwide.
The Internet allows people to do different things faster. Now, people can buy products,
pay for services, watch movies or communicate with friends, relatives and community
members in general. Access to the Internet, in particular, is credited with having effects on
individual empowerment, economic growth, and community development (States, 2018).
‘Social media’ is derived from two words. Media the main ways that large numbers of
people receive information and entertainment, that is television, radio, newspapers and
the Internet (Press, 2021) and Social relating to activities in which you meet and spend time
with other people and that happen when you are not working (Cambridge, 2021). The so-
cial media industry has exploded as a category of online discourse where people create
content, share, bookmark and network at a prodigious rate. Social media has also created
new ways to trade, communicate, do business or impact individuals and even societies.
Social media users consume content from other users with similar preferences and
profiles. The constant exposition of daily activities reflects interactions such as likes, reac-
tions, shares, or several followers that at the same time can also be reflected in a level of
popularity gained by the user among the audience. Social media influencers represent a
new type of independent third-party endorser who shapes audience attitudes through
blogs, tweets, and the use of other social media (Freberg, 2011).
The main goal of this thesis is to propose a digital marketing plan for the company
Moonli Designs using the SOSTAC model. In the first chapter, we focus on the theoretical
background to explain in a general way the Internet, digital marketing and others to pro-
vide tools to evaluate and support the necessity and importance of designing a digital busi-
15
ness plan for small and medium-sized enterprises. The second chapter contains the meth-
odology used by the author. The third chapter presents the company Moonli Designs in a
more deeply way to enhance a better understanding of the actions proposed to structure
the digital marketing plan presented and explained in detail.
16
2 Theoretical background
2.1 Internet
The Internet is understood as a network or a set of networks used by people to be linked

with information. That network uses computers, smartphones, tablets, smartwatches, and
other digital devices to send and receive all types of communication from and to every
corner of the world. In the 1990s, leading experts, politicians, public officials, business
leaders and journalists predicted that the Internet would transform the world (Curran,
2012).
As we know it today, the Internet set a new reality and modified the behaviour of a
borderless and highly informed community. “Online communities” come in very different
shapes and sizes, ranging from virtual communities that connect geographically distant
people with no prior acquaintance who shares similar interests, to settings that facilitate
interactions among friendship networks or family members, to community networks that
focus on issues relevant to a geographically defined neighbourhood (Kollock, 1999).
The Internet has been impacting society over the last 30 years. The original mass me-
dia, as we know the television channels, paper news, radio stations and magazines, created
a general basis on people’s taste. The broad base scaled from the original mass media users
to the Internet users. This escalation aimed to enhance mass consumption and seek to in-
crease businesses profit over network users as it worked before with the original mass
media. Gates (1995) stated that the Internet would revolutionize, we were told, the organ-
ization of business and lead to a surge of prosperity.
According to Apăvăloaie (2015), the Internet has created opportunities and challenges
for existing businesses and start-ups that have direct relationships with customers. The
Internet can also be conceived as a ubiquitous and intelligent information platform. The
information platform is flexible, and firms utilize the Internet to provide information, ac-
commodate connectivity, community, and transactions, and share cost reductions
(Sharma, 2001).
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2.2 Digital Marketing
Just after the 90s, with The Internet boom, companies started to be aware of the online
presence benefits and the growing market that the Internet was. The prediction of an ex-
plosion of online shopping became a marriage between information technology experts
and marketing professionals (Corley, 2013). Marketing professionals were concerned
about consumers' behaviour and their new marketing trends on technology use, while
technology professionals developed new Internet information technologies and tools.
Digital marketing experts and business executives understand that a customer is

more likely to complete a purchase when the message is precisely targeted toward him or
her, as opposed to being more general in nature (Christiansen, 2011). Nowadays, compa-
nies are aware of the importance of data, and they collect it as never seen before; compa-
nies constantly hunt for personal information, preferences and other characteristics from
customers. The more information they get, the better they perform.
The main goal for companies is reaching the right market and customer through
knowing information such as habits, income, age, preferences, interests, sex, occupation,
and others. The constant hunt for information has created a callous competitive environ-
ment because of its cheaper cost (Atshaya, 2016), which at the same time attracts more
companies to the market.
Digital marketing, as the concept refers, uses marketing using digital technologies
such as electronic gadgets, media, and channels to promote products and services with the
advantage of keeping a better record of campaigns to measure effectiveness. Digital mar-
keting keeps a record of the number and duration of views of any ad, post, etc. and the
effect of it on the sales, thus measuring the total impact of it using SMS marketing, digital
print ads, television marketing, radio advertising, to mention some (Atshaya, 2016).
Therefore, this type of marketing is cheaper and more specific than traditional mar-
keting in mass media because it allows businesses to lower costs when reaching custom-
ers. It is not just that many of the marketing and advertising techniques are much cheaper
than traditional means of advertising, though they certainly are (Palmer, 2015). The tradi-
tional mass media has experienced a considerable reduction in its demand. The Internet
took its place as the most effective advertising media, and for that reason, marketers have
put all efforts into attracting more consumers on the Internet.
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Not everything is a benefit when using internet marketing strategies; some companies
do not know how to take advantage of internet marketing and its chance to advertise and
promote the business in a cheaper way. Also, issues such as security, taxes, trading, ship-
ments are usually hard to be implemented or issued without increasing costs. Companies
that are not willing to change their operations and adjust to increase their market share
will be left behind their competitors or simply disappear. Also, excess on the use of internet
advertisements can trigger customer's discomfort or create the perception of lack of seri-
ousness from the businesses and compromise the whole customer's experience, reputa-
tion, sale, and even profit.
Marketers use different types of advertising such as display advertising, search engine
marketing, search engine optimization, Social Media Marketing, email marketing, referral
marketing, affiliate marketing, content marketing are examples of Internet marketing,
among others (Nosrati, 2013).
It is correct to state that digital marketing empowered customers due to the broader
choice of entertainment products, services and prices from different suppliers and more
convenient ways to select and purchase (Chaffey, 2019).
2.2.1 Digital Marketing, Latin American landscape
When thinking about big markets and big amounts of consumers, most people think about
Europe, United Kingdom, United States, India, or China. But marketers also think about
Latin America.
Latin America is an ethnic and geographic region that identifies one part of the American
continent where languages such as Spanish, Portuguese and French (derived from Latin)
are spoken. Twenty countries and seven dependencies shape the list of the new and grow-
ing market that has recently discovered its skill in digital marketing.
Researchers have noticed that the Latin American region has been neglected as a
source of science development, both in international business and marketing areas (Mora,
2018). But it represents an emerging opportunity due to its size, significant population and
the Spanish speakers living in North America. Fund (2015) stated that Latin America was
the fourth most crucial region after the European Union, China, and the USA, and surpas-
sing Germany, India, and Japan.
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Also, Fosk (2021) presented an annual report that pictures how the Internet scenario
has been changing drastically since the beginning of 2020. The report compiles demo-
graphic, audience and performance data in Latin America. The leading player of the
changes in the scenario was the pandemic that nowadays has been changing day-to-day
digital life from communications to digital consumption. As the rest of the world, Latin
America lived a historic year in 2020, in which digital was key to our lives. Registering
people's online behaviour implies understanding trends that will most likely persist over
time (Fosk, 2021). All the data gathered by Fosk (2021) placed Chile as the country with the
biggest increment in the digital audience with 7%, followed by Peru 3%, Mexico, Colombia
and Argentina with 2% and Brazil 1% in total one-time visitors.
Figure 1. Digital audience growth September 2019 vs 2020.

taken from https://www.comscore.com/lat/Prensa-y-Eventos/Presentaciones-y-libros-blancos/2021/Perspectivas-del-Esce-
nario-Digital-Latinoamericano
Meanwhile, Argentina led the average hours of digital consumption with 137 average
hours during September 2020, while Brazil consumed 108 hours and Mexico 89 hours dur-
ing the same period.
20
Figure 2. Average hours of digital consumption per visitor.
taken from https://www.comscore.com/lat/Prensa-y-Eventos/Presentaciones-y-libros-blancos/2021/Perspectivas-del-Esce-
nario-Digital-Latinoamericano
Digital ad spending in Latin America is expected to grow 5.0% (Statista 2021). Digital
platforms will claim 39.1% of all media spending, fuelled by an uptick in digital ad dollars
from advertisers in the region's two largest ad markets, Brazil and Mexico (Ceurvels, 2020).
2.2.2 Digital Marketing, Mexican landscape
The United Mexican States (official name) became a global reference in the marketing in-
dustry due to its privileged location (close enough to one of the bigger consumers, the
United States of America), its big population and its growing economy.
As illustrated in image 3, Mexico has a population of 130 million people approxi-

mately; from those, more than a half, 76 million have access to the Internet. Sixty-two mil-
lion Mexicans use their smartphones to be connected to the Internet and use social media
to search for information, watch videos, or use streaming services. Cocktail (2019) also
mentioned that 19 million Mexicans are active e-commerce buyers with 6.7% total retail.
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Figure 3. DM statistics in Mexico.
Taken from: https://cocktailmarketing.com.mx/estadisticas-marketing-digital/Institute
2.2.3 Digital Marketing Global Trends
Not long-ago businesses needed less effort to be competitive. Nowadays, companies need
to keep up with digital marketing trends despite the industry, service or product.
Some of the top digital marketing trends are:
• Artificial intelligence. It has been used to evolve the search engine process. In
other words, it is using IA and search engines combined with having a better user
interface and becoming more efficient when discovering what the user wants and ne-
eds. For marketers, the algorithms are already changing as content marketing is ta-
king a prominent role, thanks in large part to IA (Johnsen, 2017).
• Big data. According to Grishikashvili (2015), many global businesses are talking
about the potential of big data and they believe that analysing big data sets can help
businesses derive competitive insight and shape organisations’ marketing strategy
decisions. Big data is helping digital marketing to focus on meaningful and relevant
information instead of the old practices of “more is better”.
22
• Content marketing. It is the marketing and business process for creating and dis-
tributing relevant and valuable content to attract, acquire, and engage a clearly de-
fined and understood target audience – to drive profitable customer action (Pulizzi,
2012).
• Fifth Generation. With 5G in place, real-time predictive analytics will be success-
fully implemented (Google, 2021). 5G is an evolution combining the convergence of
Internet services with legacy mobile network standards and leading to what is known
as the “mobile Internet” over Heterogeneous Networks (HetNets) (Panwar,2021).
• Chatbots. Traditional customer service has two problems: First, staff usually re-
ceive repetitive questions asked by various customers, which machines can cost-
effectively answer. Second, it is difficult to support 7×24 services, especially for most
non-global businesses (Cui, 2017).
2.2.4 Digital Marketing Advantages and Disadvantages
The use of digital marketing can represent advantages and disadvantages. For advantages,
we can identify the reduction of information asymmetries between customers and sellers
(Kannan, 2017), better data management, market extension, continuous interactivity and
availability, infinite audience, the ongoing basis of active users, easier measurement and
customized offers (Todor, 2016).
The disadvantages of digital marketing are the high dependency on technological

tools and constraints due to poor connections, no face-to-face connection with customers,
trust issues and others also mentioned by (Todor, 2016).
2.2.5 Digital Marketing Tools
The Digital Marketing tools were designed to achieve the company's marketing objectives
using digital technologies on the Internet. Most of the Digital Marketing tools are cost-ef-
fective and relatively easy to use, and the utilization of digital tools differs significantly
according to company size (Taiminen, 2015).
23
When starting a Digital Marketing plan, business and marketers think about tools such
as email, webpage, social media like Facebook, Twitter, and LinkedIn. But others like
Search Engine Marketing (SEM), Content Management system, among others, help SMEs
achieve their goals quickly.
2.2.5.1 Search Engines
Search engines can be understood as an information quarrying system that allows us-
ers to find digital information using “keywords”. They represent the filters through which
we view the content of the web, screens that allow us to inflict our desires on the “giant
mass” of the web taming it and making it useful (Halavais, 2018).
2.2.5.1.1 Search Engine Optimization (SEO)
Search Engine Optimization and Search Engine Marketing, the two leading search en-
gines used to tailor a digital marketing plan, will be described and explained by the author.
As established before, Search Engine Optimization can be defined as a mechanism that

allows the searcher to get the most appropriate results of his online search and helps mar-
keters by displaying their respective search results to the right people in the right place
and at the right time (Bhandari, 2018).
The search engines can be enlisted in three types:
1. Human-powered directories. These engines are built by human selection i.e. they
depend on humans to create a repository and organized into subject categories and
classification of pages is done by subjects (Rana, 2014). Search results tend to be
more relevant and accurate.
2. Crawler-based search engines. These robots are programs that dwell on a host sys-
tem and recover data from destinations on the web utilizing standard conventions
(Bhandari, 2018). They naturally venture to every part of the Web taking after con-
nections from records and gathering data as indicated by the HTML structure of the
record (Thelwall, 2015).
24
3. Hybrid search tools. Consisting of both crawler and manual engines. It uses different
types of data with or without ontologies to yield algorithmically generated outcomes
based on web crawling (Kathuria, 2016).
According to (Share, 2020) the top search engines are Google, Bing, Baidu and Yahoo.
Search Engine Share
Google 69.80%
Bing 13.31%
Baidu 12.53%
Yahoo! 2.11%
Table 1. Net Marketing Share (Share, 2020).
The most popular search engine today is Google, and its dominance was already es-
tablished a decade ago (Halavais, 2018).
2.2.5.1.1.1 Google
Google started in the early '90s as a university research project. Today, it's become virtu-
ally synonymous with the internet, making sense, considering 90% of all internet searches
are made on Google-owned properties (Ang,2020).
Google works in essentially three stages as follows:
1. Crawling: Google searches the web with automated programs called crawlers, lo-
oking for new or updated pages. Google stores those page addresses (or page URLs)
25
in an extensive list to look at later. We find pages by many different methods, but the
main method is following links from pages that we already know about (Google,
2021).
2. Indexing: Google visits the pages that it has learned about by crawling and analyzing
what each page is about. Google analyze the content, images, and video files, trying to
understand what the page is about. This information is stored in the Google index, a
vast database that is stored on many computers (Google, 2021).
3. Serving search results: When a user performs a Google search, Google tries to de-
termine the highest quality results. The "best" results have many factors, including
the user's location, language, device (desktop or phone), and previous queries. For
example, searching for "bicycle repair shops" would show different answers to a user
in Paris than a user in Hong Kong. Google doesn't accept payment to rank pages
higher, and ranking is done algorithmically (Google, 2021).
2.2.3.2 Search Engine Marketing (SEM)
When starting a digital marketing plan, one of the most common actions is creating a web
page or potentializing the existing one. SEM aims to promote sales by increasing the spe-
cific keyword exposure (Yang, 2015). Therefore, the collected data allows a webpage to
appear in the top research lists provided by search engines.
SEM campaign
According to (Orence, 2010) planning a paid advertising campaign based on SEM is an easy
and fast task when following these steps:
1. Define objectives.
2. Determinate budgetary investment.
3. Design the announcement that will be associated with keywords when users are sear-
ching.
4. Define the set of keywords that will pop up in the report.
5. Manage and control the campaign to make sure it is going in the same direction as
objectives.
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Budget
PPC establishes the tariff of the advertising systems. Pay-Per-Click is a popular advertising
technique on the internet that only pays if the user clicks on the announcement. Found on
websites, advertising networks and especially on search engines, PPC involves sponsored
links typically in the form of text ads (Arnold, 2014).
Other advertising systems such as Google AdWords use the auction of keywords.
Therefore, after the auction, the search engine will organize the announcements to get the
paid ads between the first options of the list of results.
Segmentation
Geolocation of users is also essential to know the segmentation used by the systems to
provide more accurate information, for example, language. It can also be segmented in a
particular area, aiming to optimize the results while the advertisement gets to the target
audience.
2.2.5.1.1.2 Google AdWords
Within the different systems used by SEM, AdWords is the most used to create and manage
advertising campaigns due to its easy and understandable methods.
Times (2021) defined Google AdWords is one of the services advertisers use to pro-
mote their content, brand, website, etc., through specific defined keywords to achieve traf-
fic or leads. It is a form of brief advertising copy with keywords displayed on Google web
pages and partner websites (called publishers) after matching their content with the key-
words.
AdWords can help a store that is more oriented to face-to-face contact to be known
by potential clients. The strategy should be focused on orienting the advertisements to
specific locations or zones. Potential clients will get the business information such as an
address, telephone number or the exact location on the map at the beginning of the page.
27
AdWords represents a big advantage over competence for businesses with an online pres-
ence because when using it, the link to access the business web page will be on top of the
competence on the search engines. Which, in other words, means that business will be one
of the first options, or the first one, that the client (who is searching the product or service)
will have. AdWords is meant to fit any business from any industry. Companies can stick to
the text-based ads on the results provided by Google, but you can also run campaigns using
YouTube, Maps, Gmail, Mobile app downloads and more.
AdWords and other SEOs are not just a random shot to be successful. It is a whole
marketing tactic that consists of choosing keywords, creating content and optimizing the
business. Generally, generating social engagement and growing up social media can be dif-
ficult and time-consuming, but AdWords can be a good ally.
Advertisements can be created within five steps (Google, 2021):
1. Set the goal. Google will tailor the ad based on the results wanted. And, no matter
which advertising goal was chosen, from increasing the number of phone calls to
increase visits to the store or driving people to the website, Google ads will help
across the board.
2. Decide where to advertise. From global to local. Is easy to decide where to show
your ads, and Google will get them in front of the right people.
3. Create a message. Highlight what’s best about the business in 3 short sentences to
get customers excited. Or create compelling banner ads by adding images.
4. Set a budget cap. Is not possible to pay more than the monthly cap set, and is possible
to adjust it or pause it anytime. Plus, Google shows estimated results for the budget.
5. Live content. Google will display the ads when people search for similar products or
services. Ads can appear on Google Search and Maps, and across the network of part-
ner sites. Only results are paid, like when people click on the ad to call the business,
visit the website, or get directions to the store.
Google help users improve ads over time, using innovative technology to find what
can be done for the ad to be better and get better results. Google also provides reports,
insights, and ongoing tips, to track progress and to make ads even more successful (Google,
2021).
To understand more about AdWords is important to get familiar with the following
concepts:
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Keywords
Words or phrases that describe the product or service. Chosen to help determine when
and where your ad can appear and, when someone searches on Google, your ad could be eligible
to appear based on the similarity of your keywords to the person's search terms and your keyword
match types. Keywords are also used to match your ad to sites in the Google Network that are
related to your keywords and ads (Google, 2021).
Ads ranking
The Ad auction is a way that Google uses to decide the ads that will be shown and their
position on the search engine and is calculated for every ad on the Ad Rank. Ad Rank de-
termines your ad position and whether your ads are eligible to show at all. Generally
speaking, the ad with the highest Ad Rank gets to show in the top part, and the ad with the
second-highest Ad Rank gets to show in the second position (assuming the ads clear the
relevant thresholds), and so on (Google, 2020).
It contains six factors according to Google (2020):
• The bid. Maximum amount willing to pay.

• The quality of your ads and landing page. Assessment by Google
• The Ad Rank thresholds. An ad must achieve to show at least thresholds.
• The competitiveness of an auction. If two ads compete for the same position and
have similar ad ranks, each will have a similar opportunity to win that position. the
one that pays more per click wins.
• The context of the person’s search. When Google calculates an Ad Rank, the en-
gine looks at the search terms the person has entered, the person’s location at the
time of the search, the type of device they’re using (e.g., mobile or desktop), the time
of the search, the nature of the search terms, other ads and search results that show
on the page, and other user signals and attributes.
• The expected impact from your ad extensions and other ad formats. Google
Ads estimates how extensions and other ad formats you use will impact your ad's
performance.
29
Quality and offer
To know the quality level of the ads, AdWords focuses on the quality of the company's web
page, the chosen keywords and its relevance, the number of clicks obtained, the position
of the company's web page on the search engines and other factors that potentially influ-
ence the quality and the offer.
Price
The company establishes the price of AdWords, that is to say, that there is not a minimum
or a fixed price. AdWords estimates result with the budget designated for the company, its
capabilities and its necessities and can be adjusted, paused or stopped whenever the com-
pany decides.
The dynamic is only paying for results. Therefore, the companies only pay for clicks
to their webpage or phone calls to the business. To measure it, Google provides reports
and insights related to the company performance to keep track of the cost-benefit of the
inversion.
AdWords Metrics
Using AdWords efficiently is essential to set and understand the business's objectives and
the best way to get them using all the data collected.
• Return on Investment (ROI). Whether you use Google Ads to increase sales, gene-
rate leads, or drive other valuable customer activity, it's a good idea to measure the
return on investment (ROI). Knowing the ROI of the company helps to evaluate
whether the money spent on Google Ads is going to a good cause: healthy profits for
the business (Google, 2021).
• Web Traffic. If the main advertising objective is to increase traffic to the site, try
focusing on increasing the clicks and clickthrough rate (CTR) (Google, 2021).
2.2.3.3 Search Engine Marketing and Search Engine Optimization
Search Engine Marketing (SEM) incorporates Search Engine Optimization (SEO), which ad-
justs or rewrites the website content and site architecture to achieve higher page ranking
in search engine result pages and enhance pay per click (PPC) listings (Terrance, 2017).
The use of SEO improves potential and increases the overall performance of the site
by receiving more traffic. The SEO tools can help Search Engine Marketing (SEM) through
30
the overall improvement of landing pages by technical auditing the web pages of a website
(Patil, 2015).
In the following figure, differences between SEO and SEM are enlisted for better un-
derstanding:
Figure 4. Differences between SEO and SEM.

Importance of Search Engine Marketing in the Digital World. Technology and Knowledge Management, 14, 155–158.
31
Figure 5. Difference between organic and paid results in Google. (Author).
In figure number 5, the position of the paid ads offered by Google are illustrated. The
top position provides more visibility to the company’s webpage and this represents an ad-
vantage over the competition, and more benefits for the business.
2.2.5.2 Content Management System (CMS)
A Content Management System (CMS) is a system that allows everyone without profes-
sional programming skills to create and modify designs and content on a webpage. All
modifications are made through a plan to administrate all the online content that is achiev-
able for users. Nowadays, many companies offer paid and free content managers that allow
clients to decide how and when to modify the content.
Some of the top CMS platforms are (Paun, 2019):
• WordPress
• Squarespace
32
• Magnolia
• Weebly
• Wix
The system is divided into two: the public part and the administration part. The first
one is all the content available for the public at large. The second one, the administration
part, is responsible for updating and integrating all contents from the design to other con-
tents such as business information, catalogues, prices, offers, blogs, etc.
Therefore, having a CMS facilitates creating new content, the modification, creation
and disposal of visual content, the registration and management of users, and others.
2.2.5.3 Email Marketing
It is an automated form of direct marketing that helps to remind the customers who are
not visiting websites daily about the company's online presence. Such a method is meas-
urable and customizable on a large scale and is meant to target those who are interested
in the product or service (Campaign, 2019).
Some objectives established by Budac (2016) are: strengthening the relationship be-
tween customers and company; encouraging the business; revenue growth; highlighting
the strengths against the competitors; increase online sales; branding; attracting new cus-
tomers; presenting promotional offers to existing or potential customers; promotion of
new products; customer information on specific changes.
Regardless of the type of business, some implications used to contribute to an email

marketing campaign to succeed or fail:
• Setting goals. It is the first implication and is assisted by the call-to-action, the bu-
tton that links the email with the reaction pursued by the campaign—for example,
having more traffic on a webpage or expecting the audience to become regular custo-
mers.
• Creating databases. It is essential to email marketing, and it helps to centralize
information from prospects and customers to enhance communication and segment
them according to preferences, profiles, location, etc.
33
• Compatibility with devices. It can affect the performance of a campaign. Most
email marketing services allow users to view content on different devices such as
mobiles phones, tablets or desk computers. Compatibility is considered one of the
causes that led to more attention from marketers and marketing researchers because
the customer can have an adverse reaction when receiving an incompatible email
with mobile devices, affecting the overall performance of a campaign.
• Providing clear and concise content. Messages with clear information tend to
have a higher click to open rate.
• Continuous measurement and testing. Feedback from customers and metrics
from email marketing platforms can be used for further optimization.
2.2.5.4 Social Media
Understanding the role of social media in the overall context of marketing is critical for
both researchers and managers (Fong, 2008). According to Standage (2013), social media
can be traced back to Roman times. In Pompeii, elite members craved on the walls to share
information and connect with other members of their social groups.
Before mass media and digitalization became popular as an advertising tool, products,
brands, and organizations were only denounced to people, friends and associates from the
same circle who shared the exact geographic location.
In modern times, during the late 70s (Smith, 2001) when Jim Ellis and Tom Truscott
from Duke University modified the use of the internet from a scientific tool used to share
scientific and programming data to something social. Ellis created the first people-centred
software, “USENET”, where users could communicate with each other using the network.
Later, Susan and Bruce Abelson gave a step forward to create social media as we know it
today. In 1998 the creation of “Open diary” started a community of online writers able to
post information and make it public domain.” Weblog” term was also used for the first time
around the same time.
The term” Web 2.0” was used by software professionals for the first time in 2004. It
can be considered a new paradigm where software designers and users started using
WWW (Kohli, 2015). Social media for Kaplan (2010) is a group of Internet-based applica-
tions that build on the ideological and technical foundations of Web 2.0, and that allow the
creation and exchange of User Generated Content”. In other words, Web 2.0 allowed users,
for the first time, to create, share, distribute and modify the content. For example, before
34
the internet let people read a newspaper, Web 2.0 allowed them to create their own. There-
fore, Web 2.0 represented a significant impact and change, not only for individuals but for
businesses.
USENET, Open diary and web 2.0 transformed social media. From them and on tech-
nology, communications and the internet were never the same. Social media moved on
from only “weblogs”, and other categories appeared such as photo platforms, video blogs,
music platforms, television, charts, and others. Social media Empowered users to raise
their voice in means of globalization. For (Charlesworth, 2014) social media has been pre-
viously defined as a collective term for the various social network and community sites,
including such online applications as blogs, podcasts, reviews, and wikis.
Nowadays, people can communicate more than ever in faster and more effective ways
than before. To be more specific, social media in the late 2010s can be understood as a tool
used and monitored by marketers to reach objectives previously established. For Felix et
al. (2017) stimulating sales, increasing brand awareness, improving brand image, generat-
ing traffic to online platforms, reducing marketing costs, and creating user interactivity on
platforms by stimulating users to post or share content are, to mention some, the social
media marketing objectives.
Bureau (2020) published that the total number of active internet users globally was
around 4.66 billion, more than half of the whole world’s population. That represents more
of the total population being internet users worldwide.
The primary way for social media companies to make money is by selling advertise-
ments placed somewhere on the platform in videos, posts, and stories. In 2020, over 3.6
billion people were using social media worldwide, a number projected to increase to al-
most 4.41 billion in 2025 (Statista, 2021).
35
Figure 6. Number of social network users worldwide from 2017 to 2025 (Statista 2021).
Taken from https://www.statista.com/topics/1164/social-networks/
The social media advertising business has been growing fast in the years and is ex-
pected to grow even more in the years to come. In 2019, social network advertising reve-
nue in the United States amounted to 36.14 billion U.S. dollars. This figure is projected to
further grow and surpass 50 billion U.S. dollars by the end of 2021 (Guttmann, 2020).
Figure 7. Social network advertising revenues in the United States from 2017 to 2021 in billion dollars.
Taken from https://www.statista.com/statistics/271259/advertising-revenue-of-social-networks-in-the-
us/#:~:text=In%202019%2C%20social%20network%20advertising,by%20the%20end%20of%202021.
36
Because of the government strict restrictions, some companies have created plat-
forms aligned to the market necessities and following the local regulations. Platforms such
as WeChat, Baidu, Weibo, Hallyu and Line represent an alternative for people living in
some Asian countries to adapt to digital life, where networks such as Facebook and twitter
are banned.
Nowadays, social media is a strategic opportunity for marketers. When it comes to

social media, the future is uncertain. The chances to decrease the social media presence in
people's lives seem impossible because its consumption grows, and the number of active
users increases every day. There are no clues about how social media will be in the coming
years. The only sure thing known is that special regulations should be applied to protect
users and to ensure a safe space for everyone.
2.2.5.4.1 Social Media Marketing
Media proliferation, market globalization and the emergence of a new generation of Infor-
mation and Communication Technologies are changing the marketing rules and market
dynamics by weakening the corporate competitive position (Porter, 2001).
Marketing is a well-developed methodological science and is constantly changing its

rules according to the needs and developments taking place in and around it (Kumar,
2012). Technology and other devices are always challenging marketing to improve itself
and adapt to new methods to enhance businesses performance, significantly since social
media changed the power structures. Now, customers are harder to reach, influence or
retain because they have better searching and evaluating tools and innumerable options
when buying a product or hiring a service. Customers tend to prefer customized products
due to their chance to get involved in different stages of the making process. Such devel-
opments influence the way marketers operate and affect marketing practices on strategic
and tactical levels presenting marketers with difficult choices and challenges (Sharma A.,
2004).
It is essential to build and keep a close relationship between the customer and the
brand to have a strong customer relationship management and ticketing systems tied to
37
social networks, which should measure the impact of influence at the point of sale rela-
tively straightforward for them (Mirchandani, 2012). Social media enables firms to com-
municate with their customers and allows customers to communicate with each other
(Mangold, 2009). Effective communication gives them the power to build loyalty upon their
own experience. Furthermore, conversations between customers provide firms with new
means of increasing brand awareness, brand recognition, and brand recall (Gunelius,
2010). Social and digital marketing offers significant opportunities to organizations
through lower costs, improved brand awareness and increased sales (Rowley, 2020).).
2.2.5.4.1.1 Facebook
Facebook is a social networking company that allows users to be connected via the Inter-
net. Registered users can manage a profile to share information with other users, such as
photos, videos, articles, news, notes, events, etc.
Nowadays, Facebook offers three different profiles:
• Personal: A profile is a place on Facebook where you can share information about
yourself, such as your interests, photos, videos, current city and hometown (Face-
book, 2021).
• Groups: It is necessary to have a profile to create a group or help manage one.
Groups are a place to communicate about shared interests with certain people. It is
possible to create a group for anything — a family reunion, a sports team, a book club
— and customize the group's privacy settings depending on who you want to be able
to join and see the group. When entering a group on Facebook, the user starts seeing
content from that group in his News Feed (Facebook, 2021).
• Pages. Same as Groups, the user must have a profile to create a Page or help manage
one. Pages are places on Facebook where artists, public figures, businesses, brands,
organizations and non-profits can connect with their fans or customers. When so-
meone likes or follows a Page on Facebook, they can start seeing updates from that
Page in their News Feed (Facebook, 2021).
Facebook is nowadays positioned as the most prominent social networking company

worldwide. In the third quarter of 2012, the number of users surpassed one billion. It be-
came the first social media to reach that. These days, over 2.7 billion monthly active users
as of the second quarter of 2020 and in 2019, Facebook generated 70.7 billion U.S. dollars
38
that remind it as the best player on the social media game (Statista, 2021).
Figure 8. Number of monthly active Facebook users worldwide as of 3rd quarter 2020.
Taken from https://www.statista.com/topics/751/facebook/
The company started as a single network, but after its fantastic performance and mil-
lionaire revenues. Then the owners decided to consolidate a group and buy other plat-
forms such as Instagram, a photo-sharing app for 1 billion US dollars and WhatsApp, a mo-
bile messaging app for 19 billion dollars in 2012 and 2014, respectively (J, 2020).
2.2.5.4.1.2 Instagram
As other social media platforms for marketing, Instagram entered into play in 2010 as a
social network that allows users to share videos, photos and images. The videos, pictures
and images can be edited using digital filters. As of June 2018, the social network reported
more than 1 billion monthly active users worldwide, and the social media network’s daily
active users stood at 500 million (Tankovska, 2021).
39
According to Virtanen (2017), Instagram became a popular marketing platform
among companies because of its growing number of users and its characteristics, under-
scoring the trend of visual content in social media marketing.
In 2017 Instagram launched a business profile for companies that include creating ads
and getting the metrics to measure results. Using these tools, companies can choose how
potential clients can contact them and share addresses and other contact details. Insta-
gram account insights are used to learn more about the account’s followers and perfor-
mance. It is possible also to view insights on your audience’s engagement with specific
posts, stories and videos (Twitter, 2021). If applicable, insights and metrics about the ac-
count include paid activity as well.
2.2.5.4.1.3 Twitter
Twitter is a social networking platform where users can create content using 180 charac-
ters to add links, images or videos. These messages are posted on the user’s profile, sent to
his followers, and searchable on Twitter (Twitter, 2021). In other words, Twitter activities
can be described as “microblogging” due to its easy to read and easy to write messages.
For companies, Twitter can be used to interact with the audience in real-time, launch
new products, advertise existing ones, announce events, and have free or paid publicity.
Twitter currently ranks as one of the leading social networks worldwide based on ac-
tive users. As of the fourth quarter of 2020, Twitter had 192 million monetizable daily ac-
tive users worldwide (Tankovska, 2021).
2.2.5.4.2 Social Media Objectives and Metrics
To start measuring objectives by using metrics, marketers need to know the advantages of
using social media. It seems relatively easy to understand how much is generated by a spe-
cific campaign by tracking revenues gotten from the money spent but is not.
40
Different marketing and social media activities are gaining popularity among compa-
nies because of its obvious cost savings, for example, market research and customer ser-
vice. Nowadays, using social media is a necessity to remain competitive. Sales, cost effi-
ciencies, product development and market research, are apparent objectives.
Still, in the development of appropriate social media metrics, companies want to em-
phasize goals that take advantage before mentioning the benefits of the use of social media.
In the social media environment, marketers have unique opportunities to develop social
media programs that tackle awareness, engagement, and word-of-mouth objectives (Hoff-
man, 2010).
To measure the performance, marketers can use the metrics as an extra set of param-
eters. The real problem of calculating the performance of a campaign is not about matching
offline purchases with online customer profiles but to measure customer investments re-
lated to brand exposure, brand awareness, engagement and word of mouth (WOM) influ-
ence during the buying decision.
Every time people interact with social media, for example, mentioning a brand in an
application, the business and its products get exposed. Is brand exposure a key objective
because it can play a significant role in purchasing decisions (Gustafson, 2007).
Brand awareness refers to how aware customers and potential customers are of your
business and its products (Gustafson, 2007). The main goal of brand awareness is to in-
crease sales and income by reaching new customers and maintaining the consumption of
the current ones (Hoffman, 2010).
For Keller (2020) brand engagement depicts a set of behavioural outcomes that result
when customers meaningfully interact with a product. Engagement can be enhanced
through social media in various ways, and the results can be strikingly positive (Hoffman,
2010). Using social media involves people generating content with a product or service.
Those actions reinforce loyalty and engage the customer to support the brand in the future.
Word of mouth, marketing—firms’ intentional influencing of consumer-to-consumer
communications—is an increasingly important technique (Robert, 2010). It is suggested
that the greater the consistency (or congruity) between the brand’s image and the con-
sumer’s self-image, the higher the consumer’s evaluation of the brand and eventually, the
higher his/her willingness to buy the brand, and values congruity through commitments
would be the word-of-mouth marketing (Larasati, 2013).
41
Rewards are received late because this type of engagement is measured with delayed
sales. Knowing the customer’s profile, behaviour after the purchase and satisfaction level
is a key to effective use of brand engagement.
The following figure classifies metrics, social media applications and objectives. It
should give marketers and managers a useful starting point for measuring the effective-
ness of social media efforts because all the metrics listed are easily measured (Hoffman,
2010)
42
Figure 9. Relevant metrics for social media applications organized by key social media objectives.
Taken from Donna L Hoffman, M. F. (2010). Can you measure the ROI of your social media marketing? MIT Sloan manage-
ment review, 52(1)
Companies should create an integrated marketing strategy to ensure the effective use of
social media to get to the maximum number of customers. The business should have a good level
of control over the online profile and the overall framework of its participation and presence in
social media to ensure that the strategy will accomplish the objectives in a dynamic and fast-
changing industry.
2.2.6 SOSTAC model
A marketing strategy establishes how a business pretends to reach its goals and what tools
to get them. Therefore, the SOSTAC model assists in creating an overall strategy or improv-
ing individual tools as the ones mentioned before.
SOSTAC is an acronym derived from the six core components considered when start-
ing a marketing plan (Chaffey, 2020):
1. (S) Situation Analysis - Where are we now?

Planning activities involved at this stage include performing a digital-specific SWOT
analysis and reviewing the different aspects of the micro-environment, including
customers, competitors and intermediaries. Situation analysis also involves a review
of the macro-environment (Chaffey, 2020).
2. (O) Objectives - Where do we want to be?
This can include a vision for digital channels, and also specific numerical objectives
for the digital channels such as projections of sales volumes and cost savings (Chaffey,
2020).
3. (S) Strategy - How do we get there?
Strategy summarises how to achieve the objectives for the different decision points
(Chaffey, 2020).
43
4. (T) Tactics - How exactly do we get there?
Define the usage of tactical digital and traditional communications tools (Chaffey,
2020).
5. (A) Actions - What is our plan?
It refers to some of the issues of modifications to organisational roles and structures
(Chaffey, 2020).
6. (C) - Control - Did we get there?
Control looks at the use of management information, including web analytics to as-
sess whether strategic and tactical objectives are achieved and how improvements
can be made to enhance results further (Chaffey, 2020).
Therefore, the SOSTAC model provides a clear structure that is easy to understand
based on the current situation and objectives.
44
3 Methodology
3.1 Study rational
At present, Internet use evolved from just recreational purposes to a critical network used
to satisfy the necessity of goods and services. Web pages, social media, Google AdWords
and email marketing, to mention some of the Internet tools, have been implemented in
new strategies adopted for businesses to commercialize their products and to remain com-
petitive during this massive consumption wave.
In the business scenario, the Digital Marketing topic has been the subject of study and
investigation because the new technology evolution represents a whole new world of op-
portunities to businesses that discover, dominate, and manage the not-so-new communi-
cation channels.
SME have an active participation on the Internet. Still, few researchers have turned
their attention or conducted studies to know the critical factors that make a Digital Mar-
keting plan succeed or fail. For this reason, it was decided to develop a Digital Marketing
Plan for the SME Moonli Designs in the Mexican Market, which represents is the first step
to conquer the American and Latin American market in the future.
3.2 General Research Questions
The general research questions aim to determine the necessary tools and characteristics
that will be used to make Moonli Designs a more competitive company in the Mexican
online market using a digital marketing plan. The importance of this topic lies in the com-
pany's necessity to optimize the use of technological tools to remain competitive.
Furthermore, the research questions were defined according to the objectives of the work.
General Question 1:
Who are the competitors?
Specific Question 1:
What are their characteristics?
45
These general and specific research questions aim to address the main players of
the artisanal jewellery industry to analyze the competence.
General question 2:
Who is the target group?
The research question aims to identify the characteristics of the target group to, in
consequence, know who the buyer persona which the strategies are focused on is.
General question 3:
What are the digital marketing tools used by Moonli Designs?
Specific Questions 3:
How to optimize the digital marketing tools?
What new digital marketing tools can be implemented?
The third general question and the two specific questions aim to find out: the dig-
ital marketing tools used, how to optimize them, and identify the new ones that can be
implemented to improve the company's online performance.
3.3 Addressing the target group, data collection and analysis
The data will be obtained through online questionnaires applied to the Mexican market
using snowball sampling to know its overall profile and preferences. Snowball sampling,
is in which researchers ask the participants they have identified to tell their friends and
acquaintances about the study (Emerson, 2015). The method was used to contact and ad-
dress jewellery consumers around Mexico to disseminate the questionnaire to people from
the same areas and with similar characteristics. The information will be analyzed further
on the document when explaining customer profile and “persona”.
46
4 Digital marketing plan proposal – case study
4.1 Moonli Designs
Presentation
Figure 10. Moonli Designs Logo (Author).
Name: Moonli Designs

Owners: Zahavit H., Lemor H.
Webpage: https://moonlidesigns.com/
Instagram: moonlidesigns
Facebook: Moonli Designs
Twitter: @Moonlidesigns
Description
Moonli Designs is a handmade jewellery company founded in 2015 in Gan-Yavne, Israel,

by Zahavit H and Lemor H. The company has two studios. The first one is in Gan-Yavne, a
city in the Central District in Israel and the second one located in Brno, the second-largest
city in the South Moravian Region of the Czech Republic.
47
Moonli Designs has a catalogue with around 240 different handmade jewellery pieces
made of gold, silver, stainless steel, gems, crystals and cultivated diamonds.
The company is present in Israel, UK, United States, Spain, Czech Republic, and other
countries in the Schengen area.
Business objectives
To be the best jewellery company in the Market. The company is always willing to offer the
best list of prices, delivery times, offers and quality products.
Type of business
Moonli Designs is a Business to consumer (B2C) company. The type of company is derived
from the type of transactions made. In other words, Moonli Designs offers and sells their
handmade products directly to consumers over the internet using the webpage, social me-
dia and e-commerce companies such as Amazon and Etsy.
Structure
Moonli Designs, as illustrated in the figure 11, has a horizontal organizational structure
with fewer layers and not many chains of command. The business owner is in the top po-
sition of the company and the second layer contains the chief operation officer (COO) of
each studio who provides direct reports to the owner. The third layer is the artisans in
charge of the operative work of the business. This type of organization is mostly employee-
centred that optimize resources between employees, and provides freedom and auton-
omy. It also prioritizes the flexibility and adjustment of goals based on tasks.
Figure 11. Moonli Designs Organization Chart (Author).
48
Locations
Studio 1: Brno
Dřevařská 855, 602 00 Brno-Veveří, Brno, Czech Republic.

Taken from https://www.google.com/maps/place/D%C5%99eva%C5%99sk%C3%A1+855%2F12,+602+00+Brno-
st%C5%99ed-
Veve%C5%99%C3%AD/data=!4m2!3m1!1s0x4712946a3aba25dd:0x2a65a9933cf57a55?sa=X&ved=2ahUKEwjzh-
Dpj73wAhWVmMMKHR38AAgQ8gEwAHoECAwQAQ
Studio 2: Gan-Yavneh
Hativat Golani, 70800, Hamerkaz, Gan-Yavneh, Israel.
49
Taken from https://www.google.com/search?q=Hativat+Golani%2C+70800%2C+Hamerkaz%2C+Gan-Yavneh%2C+Is-
rael.&rlz=1C5CHFA_enCZ872CZ872&oq=Hativat+Golani%2C+70800%2C+Hamerkaz%2C+Gan-Yavneh%2C+Is-
rael.&aqs=chrome.0.69i59.457j0j4&sourceid=chrome&ie=UTF-8
Products
The business has a catalogue with over 240 different items, from earrings, real and fake
piercings, necklaces, rings, bracelets and ear cuffs. All products are made from sterling sil-
ver, 14k gold plating, stainless steel, cubic zirconia, onyx, gemstones, opal or clear CZ dia-
monds.
History of marketing and publicity
Moonli Designs started with a Web Page in 2015 using WordPress, a content management
system that allows all people, without a technical background, to create and manage blogs
or web pages. At the same time, the owners decided to use social media such as Facebook
and Instagram to publish their products and reach potential clients.
In 2015 Zahavit and Lemor started using email marketing, but they dropped it be-
cause they considered it time-consuming and inefficient.
In 2016 they decided to create a profile in Etsy. The only prepaid advertisement used
by them has been the inside and outside “Etsy Ads”; this aims to optimize their budget and
advertise their products and brand in listings to perform the best.
Suppliers
Raw materials such as sterling silver and 14k gold plating are bought from Israeli and Chi-
nese suppliers. Stainless steel, cubic zirconia, onyx, gemstones and opal are gotten from a
Chinese supplier who delivers to the Czech Republic and Israel. The Czech suppliers pro-
vide envelopes and boxes to the Czech studio, and Israeli suppliers provide the same ones
to the local studio.
Clients
The use of technological tools allows Moonli Designs to get clients worldwide from the US
to UK, Germany, Israel, and France.
Currently, the company is reaching new markets, especially Hispanic ones such as the
Spanish Market and the Mexican Market. The second one is a pool to enter Latin American
50
countries. According to CEO Zahavit, the main clients are Americans, followed by Germans
and British. The French and Israeli markets are the smallest ones.
Trading system
Moonli Designs delivers start from one product, and they work with leading logistics com-
panies like DHL, Ceska Posta and the United States Postal Service (USPS).
4.2 (S) Situation analysis
The situation analysis is divided in two:
1. External environment
2. Internal environment
4.2.1 External environment
4.2.1.1 Market
The field of jewellery, costume jewellery and watchmaking are part of the manufacturing
industry in Mexico. This industry also includes sub-sectors with a common factor: the use
of precious stones or laboratory stones usually handmade.
Jewellery has been part of the Mexican culture ever since. From Pre-Hispanic cultures,
fine jewellery made from gold, silver and precious stones such as emeralds, quartz, opal
obsidian and jade to current days where women and men consume artisan and handmade
jewellery. Mexicans use jewellery to demonstrate the social status and are also commonly
used as a symbolic gesture for special events. Consumption guidelines vary from age and
economic status. Younger women prefer silver jewellery and older women prefer gold (Sa-
broso, 2018).
51
Most of the logistics and distributions are made through wholesaler stores. But the
Mexican industry has a pyramidal structure presided by “aboneras”. Aboneras is an adjec-
tive used to name someone who is part of informal commerce and allows clients to pay
small quantities of the total price. There is no specific data about jewellery companies or
the volume of the transactions they move in the country. But it is speculated that are con-
siderable quantities of products and money (Sabroso, 2018).
Its enormous dispersion and heterogeneity characterise the Mexican market. In 2018
the industry had 295 million dollars revenue (Sabroso, 2018). (Statista, 2021) considers
that Mexico became a reference to Latin America when it comes to jewellery due to the
market growth, expected to be 3.55% annually. The industry's opportunities and chal-
lenges are important when considering entering a big example of it in its maturity level
that makes the industry a stable option to invest.
The distribution in Mexico is following a defined way for imported and exported prod-
ucts. It starts with the manufacturer or importer and uses distribution channels to reach
the customer. The main distribution channels are:
• Wholesalers
• Chain stores
• Jewellery centres
• Specialized stores
• Aboneras
• E-commerce
4.2.1.2 Competitor analysis
There are approximately 12,000 artisanal jewellery companies registered as SMEs with a
maximum of 35 employees (Industria, 2018). Most of them are business-to-business com-
panies which means they involve a manufacturer and wholesaler or a wholesaler and a
retailer. There is no direct contact with the final customer.
From the identified B2C companies, the following ones are considered competitors
due to their online presence and similarity with Moonli Designs according to the following
criteria:
• To be a B2C company
52
• To create and distribute only handmade products
• To be a small and medium-sized enterprises
• To have an online store
• To use social media
Facebook Instagram
Company followers followers Web Page In-store
Tumbiko 24,584 19,500 ✓ ✓
Hekate 421 1,090 ✓ ✓
Osaya 861 4,912 ✓ ✓
Bonitomx 3,018 965 ✓ ✓
Flora Maria 12,200 62,000 ✓ ✓

Table 2: Competitor Analysis (Author).
All the information about the competitors was taken from the companies’ web pages.
Tumbiko
Figure 14. Tumbiko Logo

Taken from: https://tumbiko.mx/
Web Page: https://tumbiko.mx

Instagram: tumbikomx
Facebook: Tumbiko Joyería
Address: Sinaloa 106, Int. 401, Roma Norte, CDMX
Prices: From $300 - $1,000
53
Tumbiko is a jewellery brand established in 2015 in Mexico by Aldo, and Victor Uribe has
32 artisans, and it has a solid online presence (Tumbiko, 2020). The company aims to help
artisans keep their studios and jobs, so they don't have to emigrate to the United States as
most people from their hometown Taxco, Guerrero.
Tumbiko's products are handmade and with unique designs. Each year the company
launches a new catalogue with 100 new pieces. The jewellery pieces are sold by a web of
250 "ambassadors" (aboneras) in 15 cities over the country (Tumbiko, 2020). They also
have a contract with Liverpool, a Mexican department store with over 29 different loca-
tions, to start selling in-store rather than just selling on the store's web page.
Hekate
Figure 15. Hekate Logo.

Taken from: https://hekate.com.mx/
Web Page: https://hekate.com.mx/

Instagram: hekatejoyeria
Facebook: Hekate Joyería
Address: Calz. Santa Cruz 105, Colonia Portales, Benito Juárez, Ciudad de México.
Prices: From $600 - $2,490
The highest quality jewellery products with natural and genuine stones. Sofia found inspi-
ration in mythological stories and fairy tales to design her creations and all materials used
by her are natural ones such as jade, quartz, opal, amethyst and the products offered by
Hekate are rings and pendants and collars (Hekate, 2021).
54
Osaya
Figure 16. Osaya Logo.

Taken from https://osaya.mx
Web Page: https://osaya.mx

Instagram: joyeriaosaya
Facebook: Osaya.mx
Address: Insurgentes #2784 Col. Campestre del Refugio. C.P. 37156. León, Gto. MX.
Prices: From $600 - $1,500
Founded by Mary Carmen Landeros, Osaya is a Mexican brand that provides services and
products based on sacred geometry, abstract and natural elements. All products are hand-
made from high-quality metals, textiles, stones, gems and crystals (Osaya, 2021).
Bonitomx
Figure 17. Bonito Logo.

Taken from https://bonitomx.com/
Web Page: https://bonitomx.com/

Instagram: Bonitomxoficial
Facebook: Bonitomx
Address: Vicente Guerrero 45 - Francisco Sarabia, Jiquilpan, Michoacán.
Prices: From $200-$700
55
Bonitomx is a Mexican company from Michoacan, Mexico. The company aim to share the
diversity of the Mexican culture and to preserve its techniques through the elaboration and
merchandising of high-quality costume jewellery (Bonitomx, 2021). Bonitomx is an eCom-
merce business with seasonal catalogues uploaded on the web page and social media. The
last one was launched in February 2021 and has 46 different products, from necklaces,
earrings and bracelets to other accessories such as hats (Bonitomx,2021).
Flora Maria
Figure 18. Flora Maria Logo.

Taken from https://floramaria.com.mx/
Web Page: https://floramaria.com.mx/

Instagram: floramariamx
Facebook: Flora Maria
Address: Pasaje Polanco, local 4 Av. Pte. Masaryk 360 Tel. (55) 5281-0697 Ciudad de
México
Prices: From $719 - $8,869
Flora Maria is a luxury brand that implements social and ecological causes to transmit con-
sciousness through its pieces—founded 30 years ago in Chiapas, Mexico, by Flora Maria
Sanchez (Maria, 2021). The company employs female artisans who create every piece with
Sterling silver .925 and amber, the two main elements of the products.
56
4.2.1.3 Customer analysis
Questionnaire
The analysis of the primary data comes from the 283 answers received. The questionnaire
was shared among Mexicans interested in "handmade jewellery" (Bisuteria Mexicana, a
group on Facebook with over nine thousand members). Most respondents were in the age
range of 23-32 years old with 54.8%, followed by people from 33 to 42 years old with
23.3%, and the smallest group of respondents was in the age range of 43-54 years old with
1.4%. The youngest group from 15 to 22 years old had an in, effectively reached participa-
tion of 8.8%, and the group over 55 years old got 8.1% of the participation. In the second
question, 47.7%, more than half of the respondents were from Hidalgo, a state in the centre
of Mexico: Hidalgo is known for its rich artisan culture inherited from the region's indige-
nous communities. Other 25.1% were from Mexico City, the heart of the Mexican economy
and 8.8% from Quintana Roo, a state in the Mexican Caribbean known for its active partic-
ipation in the economy due to its tourism and Pre-Hispanic, the heritage that can be per-
ceived in the offer of artisan pieces around the region. People from other states of the coun-
try such as Jalisco, Veracruz, Queretaro and Morelos also participated. More than half of
the respondents, 61.1%, were women, followed by 35.7% who mentioned being men, and
3.2% decided not to specify their gender. 58.7% hold a bachelor degree, while 23% of the
respondents have a master or doctorate. The18.4% of the respondents have a high school
diploma.
Therefore, to know more about the respondents regarding the jewellery, we found
out that 72.4% buys jewellery at least once a year, 18.4% at least once a month and 9.2%
buys jewellery pieces every week. 43.1% of the respondents pay more than $1,000mxn
(€41.73), 34.3% pays from $500 to $1,000mxn (€20.86 to €41.73) and the rest, 22.4%,
spends less than $500mxn (€20.86) in jewellery pieces. Respondents prefer Silver with
48.4%, gold plated with 37.5%, and gold with 36.7% over the other categories such as
fashion jewellery with 31.8%, costume jewellery with 22.6%, crystals with 19.1%, pre-
cious stones with 13.5% and semi-precious stones with 13.8%. More than three-quarters,
the 77.4% of the respondents prefer handmade jewellery, and 22.6% don't have any pref-
erence
57
The three main aspects considered by respondents when buying jewellery are Quality
with 72.4%, price with 51.2% and materials with 44.2%. The product’s type of production
and origin was the least chosen with 32.9% and 28.3%. The favourite way for respondents
to search and buy jewellery are physical stores 70.3%, social media 41% and web pages
26.5% followed by online retailers 20.8%, printed catalogues 15.5%, fairs, malls, and in-
formal commerce with 0.4% each.
When choosing the biggest competitors, respondents were asked for the online jew-
ellery stores they knew. Bonitomx is the most known online store with 27.2%, Osaya was
the second one with 18.4%, Tumbiko got the third place with 15.5%, Flora Maria in the
fourth position with 13.1% and Hekate at the end with 10.2%. 11.42% of the respondents
answered not to know any artisanal jewellery and 19.82% provided the name of some
other jewellery stores such as Mani Maala, Nice, Pitaya, Eternity, Ikoyu, Mecanico, Na-
kedmx, Jano, Taxco de mis Amores, Santo pecado, Beemex, Gabriela Sanchez, Carol, Hecho
en México, Morena Corazon, Magenta, Dsired, Daniel Espinoza and local artisans. 0.8%
mentioned knowing other stores. Thus, when asking respondents if they were interested
in knowing about new and international online jewellery with competitive prices and in-
novative designs, 66.1% answered yes, 27.9% answered they may want to know about it,
and 6% answered no.
Buyer persona
This section describes the buyer persona or ideal customer according to the results of the
questionnaire:
Women between 23 and 32 from Hidalgo or the central region of Mexico with a Bach-
elor degree that buys jewellery at least once a year and spends more than $1,000mxn
(€41.73) on handcrafted products usually made of silver, gold or gold plated. The quality,
price and materials are the main aspects when buying, and her favourite places to buy are
stores, social media and web pages. The artisanal jewellery online stores that she knows
the better are Bonitomx, Osaya and Flora Maria, and she is interested in receiving infor-
mation about Moonli Designs.
58
Figure 19. Persona (Author).
4.2.1.4 Pandemic, COVID 19
The COVID-19 or coronavirus pandemic that arrived in Mexico in 2020 has represented an
opportunity to eCommerce companies, and for Moonli Designs, it has not been different.
The company increased its total sales by 31% since March 2020. All the health measures
implemented by governments in each country, especially the temporary closure of physi-
cal stores, contributed to increased online sales. The end of the pandemic is not clear, but
it has impacted customer behaviour and habits for the company. Moonli Designs has been
working hard to seize the new challenges imposed by the current situation globally, so the
pandemic situation is considered when designing the Digital Marketing Plan.
59
4.2.2 Internal Environment
Moonli Designs seeks to offer the best prices, quality, delivery time and validity of the offer
to provide a whole experience to the customer. The experience starts from the first contact
with a high-quality webpage and excellent customer service followed by easy purchase
and fast delivery. The experience finishes when the customer receives his products at their
door and gives feedback to the company.
To ensure the quality of both services and products, the company has training pro-
grams for the artisans and constant quality supervision.
According to the CEO, the keys to the success of Moonli Designs are:
• Quality of the product

• Quality on the customer service
• Competitive prices
• Use of technological tools for promoting the products
Moonli Designs has a place in the consumer's preference in the UK, German, American
and French markets, to mention some. The business earned it after thousands of sold hand-
made jewellery pieces. The company is getting into a new growth stage where it is neces-
sary to keep current customers and attract new ones.
4.2.2.1 The current situation, assessment
The SWOT analysis is presented as a summary and categorization of significant environ-

mental factors from inside and outside the company on four different categories, strengths,
weaknesses, opportunities and threats.
60
S Strengths
1. Six years’ experience

Weaknesses
1. Lack of information
W 2. Competitive prices
3. Unique designs
4. Flexibility to customize
about the industry
2. Limited marketing and
publicity
O pieces
5. A comprehensive distri-
bution network from the
3. The struggle to create
new designs for new prod-
ucts
T purchase to the final desti-

nation
4. Continuously changing
fashion
5. Competition can imitate
products
Opportunities SO Strategies WO Strategies

1. Growing market
2. Expansion plan 1. Pricing and innovation 1. Constant update related
3. Rising online retail strategies (s2, s3, s4, t3) to the industry strategy
spending (fairs, podcasts, blogs, etc.)
4. Use of a marketing (w1, w4, w5, t2)
strategy to boost online
presence
Threats ST Strategies WT Strategies
1. Changes in regulations
2. Products already made 1. Creativity strategy (w4, 1. Low-cost products strat-
by other businesses w5, t2) egy (s2, t2)
3. The price of gold and sil-
ver are constantly chang- 2. Online strategy (o3, o4)
ing
4. Low market share
5. A decrease in the availa-
bility of raw materials
Table 3. SWOT analysis (Author).
61
4.3 (O) Objectives of the digital marketing plan
• To increase visitor traffic in the web page to enhance the web page's organic posi-
tioning in the search engines.
• To position the webpage at the top of the search engines using Adwords.
• To increase the number of clicks got by email marketing to subsequently increase
sales and brand awareness.
• To increase the number of followers in social media.
• To increase the number of followers in social media and to grow the interaction
with the audience.
• To create an integrated strategy to position Moonli Designs in consumer's prefe-
rence.
The proposed objectives are meant to be achieved using the information given by the
previous analysis about the industry, the market, the customers, the company and the ex-
penditure of the budget authorized by the CEO, and the researcher's work.
4.4 (S) Marketing strategy
From the early beginnings of the company in 2015, the use of online resources was
adopted by the company. Marketing tools were used without an integrated digital market-
ing plan designed to cover the particular necessities of Moonli Designs. Therefore, harness-
ing all the benefits that the online tools provide was not possible. That does not mean that
the digital marketing tools themselves were ineffective or inefficient. It means that the
strategy was not integral. Thus, when using some tools, other ones were left behind, and
customers could not receive an effective message from the company.
The overall strategy designed for Moonli Designs:
- To conduct a digital marketing plan using adequate digital marketing tools to

effectively reach the target market and attract new customers offering high-qua-
lity products, customer-oriented service and a pleasant experience when intera-
cting and buying products from Moonli Designs.
62
It was decided to start with the Content Management System, actions. Followed
Search Engine Optimization and Search Engine Marketing actions to position the company
in the top lists on the search engines. Followed by an email marketing campaign and a so-
cial media strategy for Facebook, Instagram and Twitter to enhance the company’s perfor-
mance
4.5 (T) Tactics
To reach the objectives stated in the strategy, the following tools will be used:
• CMS, backlinks
• AdWords
• Email marketing
• Social Media
Facebook
Instagram
Twitter
Each tool will be composed of:

• Analysis of the past and actual situation of the tool.
• Budget distribution, if it is the case of paid advertisements.
• Partial objectives section, to give direction and to measure results once the digital
marketing plan is applied.
• Actions, to set what is going to be done and how.
• Specifications, such as days and times to post, exceptions and others.
• Examples, to illustrate the actions.
AdWords do not contain analysis because it will be implemented for the first time and
the budget will be implemented only for AdWords and Facebook.
63
4.5.1 Content Management System
In 2015 Moonli Designs started to use WordPress, a flexible content management system
(CMS), to create, manage and position web pages without technical computer knowledge.
WordPress was chosen over other systems due to its plugin WooCommerce and its func-
tionalities such as unlimited creation of products, different payment methods and ad-
vanced online orders management. A multimedia designer was in charge of creating the
web page in a professional way, but the team members nowadays manage it.
Having a Content Management System offers a possibility for the company to keeps
the audience updated with new products, promotions, news, etc. Therefore, the communi-
cation, if the tool is correctly used, is more likely to be efficient and to reflect a benefit for
the company. The CMS metrics allow the company to analyze its performance.
www.moonlidesigns.com
Figure 20. Moonli Designs main page.

Taken from https://moonlidesigns.com/
64
As figure 20 illustrates, the webpage is simple and easy to understand. It has an at-
tractive and minimalist home page with a displayed catalogue organized by categories as
follow: (a) Bracelets; (b) Earrings; (c) Helix Earrings; (d) Cuff Earrings; (e) Nose & Septum
Rings; (f) Belly Rings, (g) Fake Piercings; (h) Necklaces; (i) Rings.
In the upper part on the left side, about, a there is the logo and, on the right, there is a
toolbar with the options:
• Home, to go back to the main page.

• Shop, to display the catalogue.
• My account, to sign in or to register.
• Contact us, to contact the company with a direct message.
• A button to search on the webpage.
• Cart, to add or to delete items when buying.
The title part of the webpage is used to promote special offers and discounts.
Figure 21. Moonli Designs web page.

Taken from https://moonlidesigns.com/
65
At the bottom of the webpage, we can find a second search button, the links to go to
the Facebook page and Instagram profile, some information about Moonli Designs story
and the text “© MOONLI DESIGNS, ALL RIGHTS RESERVED”.
It can be concluded that for the web page to increase visitor flow and obtain a better
position in the search engines, it is essential to keep it updated and, more importantly,
focus on the backlinks due to its benefits and gratuity.
Partial objectives:
To increase the traffic and overall visitors of the webpage by at least 20%.
Actions:
1. To have a Spanish version of the webpage.

2. To analyze the blogs and web pages that post information that can match the com-
pany’s offer to collaborate and create backlinks.
3. To give constant maintenance and updating of the web page with information related
to its products.
4. To analyze the web pages from the competence. Especially the ones with better posi-
tions in the search engines, this, to analyze the distribution of the information, functi-
onality and general structure of the webpage.
5. To use Google Trends to identify the words users prefer when searching for hand-
made jewellery to adopt them to have a better positioning when it comes to organic
search engines.
Other specifications:
The actions will be carried out on Mondays and Tuesdays, excepting the Spanish
version that takes longer, and a team member will make it.
66
Figure 22. Organic position SEO.
Taken from https://www.google.com/search?q=moonli+de-
signs&rlz=1C5CHFA_enCZ872CZ872&oq=moonli&aqs=chrome.2.69i60j69i57j69i59j46i67j69i60l4.5704j0j7&sourceid=ch
rome&ie=UTF-8
4.5.2 AdWords
Moonli Designs never used Google AdWords before as part of a marketing campaign with
ads and keywords. The strategy will contain the following:
• One campaign for clients

• Search network and display network
• Four ads’ groups
• 22 ads
• 90 keywords
67
The monthly budget will be distributed as followed:
Total: €100
Daily expenditure: €3.3
Partial objectives:
To optimize the results by having more clicks in the ads and increasing the visitors to the
webpage.
Actions:
For the first strategy, the campaign for clients. Four groups of ads will be created. Each of
them with approximately 150 keywords and 30 ads.
1. First group: “Moonli Designs” with general information about products with 15 ads.
2. Second group: “Artisanal jewellery” five ads with the information related to piercings
the company’s best sellers.
3. Third group: “Handmade earrings” five ads with the information related to the com-
pany
4. Fourth group: “Handmade rings” five ads with the information related to the com-
pany.
Each one must have an attractive title and the right words to make clear what is being
promoted, discounts, special offers, etc.
The selection of the keywords used for the strategy will be conducted using Google
Trends to identify how people search for similar items with terminology, quantity, and
verb tenses. Also, keywords containing the industry's biggest players will be placed due to
the high level of relevance and search volume. For example, Pandora and Swarovski. Two
international jewellery companies positioned on the top five of the keywords when search-
ing jewellery in Mexico.
68
The campaign will be displayed 24 hours, 7 days a week.
Examples:
1. Moonli Designs group.
Figure 23. Examples, Google AdWords I (Author).
Keywords: Pandora, swarovski, tumbiko, bonito mx, tiffany, plata, artesanal, acero inox-
idable, oro, bañado, barata, bonita, accesorios, hecho a mano, boho, vintage, fina, buena
calidad, personalizada, mujer, mamá, regalo, aniversario, cumpleaños, novia, esposa, nav-
idad, aretes, collares, pulsera, mejores amigas, etc.
69
2. Artisanal jewellery.
Figure 24. Examples, Google AdWords II (Author).
Keywords: Pandora, swarovski, tumbiko, bonito mx, tiffany, piercing, helix, tragus, rook,
industrial, lóbulo, daith, aretes, joyeria, plata, artesanal, acero inoxidable, oro, barata,
bonita, accesorios, hecho a mano, boho, vintage, fina, personalizada, mujer, mamá, regalo,
aniversario, cumpleaños, novia, esposa, navidad
3. “Handmade earrings”
Figure 25. Examples, Google AdWords III (Author).
Keywords: Pandora, swarovski, tumbiko, bonito mx, tiffany, aretes, joyeria, plata, ar-
tesanal, acero inoxidable, oro, barata, bonita, accesorios, hecho a mano, boho, vintage, fina,
personalizada, mujer, mamá, regalo, aniversario, cumpleaños, novia, esposa, navidad,
oreja, arracadas, bisuteria, moda, elegantes, etc.
70
4. Handmade rings
Figure 26. Examples, Google AdWords IV (Author).
Keywords: Pandora, swarovski, tumbiko, bonito mx, tiffany, anillos, joyería, plata, ar-
tesanal, acero inoxidable, oro, bañado, barata, bonita, accesorios, hecho a mano, boho, vin-
tage, ópalo, jade, piedra lunar, personalizada, mujer, mamá, regalo, aniversario,
cumpleaños, novia, navidad, aretes, mejores amigas, etc.
4.5.3 Email Marketing
Moonli Designs never had a valid corporate email. Since 2015 the company has been using
Gmail as the contact email for customers. In the beginning, as mentioned previously, the
CEO and COO decided to use email marketing to attract and retain customers.
Figure 27 is an example of the email marketing campaign implemented in 2015 by the

company. When analysing the image, we can observe many right things such as the pre-
header text, precise information, call-on-action, links to social media, to mention some.
71
Figure 27. Email marketing campaign 2015 (Author).
Partial objectives:
To create a corporate email for Moonli designs. Using this tool is expected to grow cus-
tomer engagement, increase web page traffic and improve customer relations with a more
personalized service and valuable content.
Actions:
1. The first action implemented will be the upgrading and analysis of the customer’s
database. Moonli Designs has a database collected from the webpage and the delivery
records and is segmented into buying frequency:
- Potential customers. People who gave their information when asking for
products, promotions or general information.
- One-time customers. People who have bought products once.
72
- Loyal customers. People who have bought products more than once.
2. The second action will be to log in to Namecheap, a platform to buy a web page's
business domain: moonlidesigns.shop for €2 per year. Once the cooperative email is
registered, it will be linked to the Google workspace account created and used before
to promote the company. This action will aim to keep track of past emails and to or-
ganize past and new emails easily.
3. The third action will be implementing the use of Klaviyo, a free email marketing plat-
form for online businesses to send emails, create sequences, distributions lists, etc.
4. The fourth action will be when changing from Gmail to the corporate domain. All
customers will be informed about the new domain via email, and the email will con-
tain a discount coupon, this, to push the audience to "whitelist"
5. The fifth action, subsequently to the creation of a corporate email, will be to send
emails to the three categories of customers two times a month.
- The best day and time chosen for the researcher to send the emails is Tuesday at
10:00 (UTC-6).
- The topic or subject of each email will depend on the calendar, season, festivities
or company’s activities. For example, launching a new catalogue or line of produ-
cts, special occasions such as Mother’s Day on May 10th or Christmas, just to men-
tion some.
To prevent the email from being discarded it must have the following:
- Attractive email subject. To attract the customer's attention and encourage him to
open the email and spark interest instead of just deleting it. It won't be longer than
ten words, and it will describe the information inside the email.
- Descriptive preheader text. Used to complement the subject with new informa-
tion.
- Striking and clear title. To inform what the email is about to engage accordingly.
- Neat writing information. With only one message and topic to ensure the commu-
nication process to be more likely to be efficient.
- Cal-on- action. A button or link placed to boost the next step or action expected
from the customer. It should be attention-grabbing and have active words to com-
pel the action.
73
- Images. With one of the best sellers of the season or new products. Images should
be captivating to grab the attention and should be relevant to the text.
- Contact details. General information of the company.
- Link to Moonli Design’s social media. To engage the customer and to increase
brand awareness.
- Personalized content. Adding the name to the beginning of the message to give a
personal approach.
- An unsubscribe button will be placed at the end of the email to allow people to
stop receiving emails if they are no longer interested in the brand.
Moonli Designs is recognized for its minimalist designs not only in products but also
in all the digital designs of the company, from the web page to the social media. Therefore,
the emails will continue to have the same trend.
Figure 28 illustrates how the company will start the email marketing strategy using
all the elements mentioned before.
Figure 28. Email marketing campaign example (Author).
74
4.5.4 Social media
4.5.4.1 Facebook
The Facebook profile of the company was created in 2015 as a "fan page", a business ac-
count that represents Moonli Designs and is similar to a regular profile but with tools for
managing and tracking engagement. The fan page was created with communicative pur-
poses but never had a personalized strategy with a specific goal.
In the early beginnings, the business account was used more often than nowadays.
But, with the lack of strategy, the publications became more sporadic and without subse-
quent follow-up.
For a company to have an effective business account on Facebook is necessary to have

a good strategy. To start a strategy is essential to establish achievable, realistic and meas-
urable goals considering the overall context of the company, from the company's size to
the company's budget, this, to be aware of its necessities, scope and limitations. Once the
objectives are clear, it is time to know more about the audience, preferences, schedules,
and the best times for the company to be present. Knowing about the strategy used by the
competence, who their audience is, what they do, and how they do it is a way to understand
better how Facebook works for them, and it can be done just by following them.
The fan page has basic information about the company, and due to the lack of strategy, its
functionality has not been optimized. Since 2015 Moonli Designs only got 615 followers
and 620 likes. In other words, the company gets 102.5 followers per year, 8.5 followers per
month, which is a small number for a company with a presence in more than six countries.
75
Figure 29. Moonli Designs Fan Page (Author).
The five last posts of the webpage can be analyzed as follow:
The last post on the fan page is dated November 15th, 2020. The publication received
four likes out of the 615 people who constitute the audience that is less than 0.7% of the
audience. The post from October 23rd, 2020, got three likes: the 0.48% of the audience.
The third post to analyze is from October 4th, 2020, which got four likes representing
0.3%. From December 23rd, 2019, the post got eleven likes and has the highest participa-
tion of the audience with 2.7%, while the fifth post got 0.3% of the participants on July
17th, 2019.
We can observe that during 2020 the company only had three posts at the end of the
year, and in 2019 from the fourth post to the fifth one, there was a length of time of five
months.
When observing the “comments” made from the audience, the only publication with
comments from the audience was published on July 17th, 2019, with five comments. Also,
76
the one with the highest number of “shares” with five people from the audience shared the
product promoted in the pictures.
The company has used the stories on Facebook in a more active way than posts having
around two stories per week sharing actual and new products since 2020.
Moonli Designs never used Facebook ads before as part of a marketing campaign. The
strategy will contain both organic posts and paid ads explained below.
The organic advertisement strategy designed for Moonli Designs contains the fol-
lowing:
- Two publications per week
- Two Facebook stories per week (shared from Instagram)
The monthly budget for the paid advertisements will be distributed as follow:
Total: €50
Daily expenditure: €1.7
Partial objectives:
To grow at least 50% the number of followers, prioritizing the potential customers and
actual customers. The growth will be reached by increasing the company’s activity in Fa-
cebook coupled with a more personalized approach with the customers. Consequently, it
has a better engagement rate, higher traffic in the profile, and more consolidated sales.
Actions:
1. The organic publications will be posted on Instagram and shared on Facebook to tap
the potential of both networks while creating an integral corporate image to avoid
confusing or overwhelming the audience.
2. In terms of paid ads, it is hard to know in advance how much from the budget will be
used to pay each advertisement due to the bids system. The strategy used for Face-
book consists of bidding €0.10 per ad as the maximum price willing to pay for the ad
(if the company wins the bid). Therefore, if paying €0.10 with a €100 budget. the
77
company can reach approximately 1,000 within a month (this, in the best scenario).
For the bidding strategies in Facebook, the lowest cost and target cost, it was decided
to use the lowest cost to get the most results and highest value for its budget.
Specifications:
To achieve the objectives, it was decided to fix the organic publications on:
- Tuesday 12:00 (UTC-6)
- Friday 13:00 (UTC-6)
-
The image 30 illustrates how publications will be done

.
Figure 30. Moonli Designs Facebook post example (Author).
78
4.5.4.2 Instagram
The Instagram business profile of the company was created in 2015 to support the Face-
book profile, to have a presence in the most used social media networks at the same time
that brand awareness was growing, to increase the sales and to engage the audience.
Instagram strategies as Facebook strategies need realistic and measurable objectives

that match the company's capabilities, necessities, scope, and limitations. Knowing the au-
dience and competence is also important to design a strategy and increase the probabili-
ties of success.
Figure 31. Moonli Designs Instagram profile (Author).
79
The business profile has been active for six years. It has 958 followers, representing
approximately 160 new followers per year, 13 followers per month or 3 per week, which,
same as in the Facebook profile, is a small amount of new audience. Therefore, we can de-
duct that an Instagram strategy was not used in the past.
To get a better understanding of the participation of the audience in the company’s
profile, we can analyze the last five posts as follow:
The last post with two images posted on May 5th, 2021, had 14 likes representing
1.46% of the audience. On May 4th, 2021, the post that compels three images got the reac-
tion of 1.56% of the audience with 15 likes. The third post on the profile with one image
posted on May 1rst, 2021, got ten likes and 1.04%. The fourth post to analyze got 1.35% of
the audience, with 13 people liking the publication with three photos and the fifth one got
as the second publication analyzed 1.56% of the audience likes with a total of 15.
The total number of publications made in the profile is 172, representing an aver-
age number of publications as 28.7 per year, 2.39 per month or almost one every second
week.
The posts contained images, photos, information about the company, discount codes, ex-
isting and new products. The posts were distributed per year as follow:
• 2015, 26 posts
• 2016, 22 posts
• 2017, 22 posts
• 2018, 24 posts
• 2019, 52 posts
• 2020, 5 posts
• 2021, 21 posts
Instagram stories have been used at the same time as Facebook stories. Therefore, the
content used in both platforms has been the same since 2020.
80
Partial objectives:
To increase by 50% the total number of followers, to increase engagement, brand aware-
ness and sales.
Actions:
1. To post three times a week photos and images with information about special offers,
discount codes, special prices for products, new products, information related to the
company or the industry, tendencies, among others.
2. “Special publications” will be posted in parallel to the action 1 and it will take place
on holidays such as Mother’s Day, Father’s Day, valentine’s day, Christmas and others.
Specifications:
The objectives will be achieved by posting three images/photos per week on:
- Monday 13:00 (UTC-6)
- Tuesday 12:00 (UTC-6)
The stories will be published on:

The days were chosen to be published on different times or days than the publications
to avoid overloading the audience on both Facebook and Instagram.
To effectively optimize the visibility of the Moonli Designs profile on Instagram (and
Facebook) and to engage the existing and target audience the management of the company
agreed to keep publishing two stories per week with the following specifications:
- 1080x1080 pixels
- 1.91 to 9.16 ratios
- 15 seconds length
- One call on action button
81
The following figures illustrate how the weekly images will be posted three days a
week and how will be the format of the Instagram story
Figure 32. Moonli Designs Instagram post example (Author).
Figure 33. Moonli Designs Instagram story example (Author).
82
It was agreed with the owners and managers not to assign a budget for this platform
during the first period but with high chances to add it for future modifications to the digital
marketing plan.
4.5.4.3 Twitter
The company does not have a Twitter profile because in 2015, when deciding which net-
works, they wanted to use, the management concluded twitter was not necessary due to
the nature of the content that companies and regular users are allowed to share.
Nowadays, a well-structured business account/profile is used to connect with existing

and potential audiences in almost real-time. The published content “tweet” can be “re-
tweet” to other audiences by anyone and increase word-of-mouth marketing.
Partial objectives of the action:

To open a Twitter account for the business to create a new corporate communication chan-
nel to reach new audiences. At the same time, the strategy will complement the Facebook
and Instagram strategies to enrich the corporate image in all networks.
Actions
1. To create the Twitter account for Moonli Designs and add all the company’s informa-
tion to build trust among the new audience. The biography will also have a link to the
webpage and contact details.
Specifications:
Once the profile is ready the objectives will be organically achieved by posting tweets as
follow:
- 3 tweets per week
- 2 stories (shared from Instagram)
83
No longer than 140 characters of information and photos/images related to discount
codes, new and existing products, holiday offers, among others. To enhance interaction,
questions will be asked to the audience.
The tweets will be published on:

- Wednesday 12:00 (UTC-6)
Figure 34. Moonli Designs tweet example (Author).
84
It was agreed with the owners and managers not to assign a budget for this platform
during the first period but with high chances to add it for future modifications to the digital
marketing plan.
4.6 (A) Action plan and implementation
This step consists of scheduling the actions and determining how the budget will be spent.
The Gantt diagram is a monthly calendar that will be repeated for six months to
achieve the marketing plan's objectives.
Figure 35. Moonli Designs monthly calendar (Author).
Actions:
2. The SEO tasks will take place on Monday and Tuesday of every week. Those tasks are
oriented to get a better organic positioning of the company by constantly improving
the quality of contents on the web page. At the same time, an analysis of the compe-
tence is done. This action is also related to the correct selection of keywords and the
creation of backlinks.
3. In the first six months of the campaign, the webpage is going to be monitored and
edited constantly. This, to make sure that is working correctly all the information is
85
updated and available for the audience. Therefore, when increasing the traffic the qu-
ality of the overall webpage will assist the positioning in search engines.
4. AdWords' strategy is to program the advertisements to be available 24 hours, seven
days a week. Thus, the ads will be ready to appear, and it will depend on users beha-
viour and what they search for.
5. The email marketing campaign comprises one campaign sent every other Tuesdays
at 10:00 (UTC-6). Holidays will represent an extra email, depending on the offers or
particular necessities of the company.
6. Facebook should be monitored every day and will have two actions a week. The first
one on Tuesdays at 12:00 (UTC-6) and the second one on Fridays 13:00 (UTC-6).
Those days are also designated to analyze the competence and audience behaviour
towards the company's competence and actions.
7. The Instagram strategy consists of posting three images/photos per week and two
Instagram stories. Monday 13:00 (UTC-6), Tuesday 12:00 (UTC-6) and Friday 13:00
(UTC-6) were the designated days and hours for the posts when Monday 12:00 (UTC-
6) and Friday 12:00 (UTC-6) were designated for the Instagram stories. It is also
worth recalling that the Instagram stories will be linked to Facebook and Twitter.
Stories are marked ◉ in the diagram.
8. Twitter publications will be on Monday 13:00 (UTC-6), Wednesday 12:00 (UTC-6)
and Friday 13:00 (UTC-6).
All the accounts should be constantly monitored to give quick answers to the actions
taken by the audience, such as emails, comments, likes, questions, etc.
Complete diagram:
Figure 36. Moonli Designs Complete Diagram I (Author).
86
Figure 37. Moonli Designs Complete Diagram II (Author).
Figure 38. Moonli Designs Complete Diagram III (Author).
Budget:
From the different methods to assign the budget for a digital marketing plan, the one that
fits the one made to Moonli Designs is “the objective and task method”.
The method consists of setting a promotional budget in which the marketer decides
the objective be accomplished and the tasks necessary to achieve the objective. The budget
is decided by estimating the costs of carrying out the tasks (Oxford 2021).
The budget is determined in three steps: First, the defined objectives for the digital
marketing plan. Second, Identify the necessary tasks and actions to achieve them and the
last one, calculate the costs of the tasks and actions and sum them.
87
Figure 39. Budget per month and semester (Author).
The amount of money for the budget was assigned by the CEO and the COO and Moonli
Designs should invest €150.17 per month to:
- Pay for the domain @moonlidesigns.shop

- To positioned the company in the search engines using AdWords by investing
€100 per month
- Improve the overall performance of Moonli Designs on Facebook by investing €50
per month
All the other actions not enlisted in the budget will be carried out by the Moonli De-
signs team to decrease costs due to the limited budget.
88
4.7 (C) Control
It is essential to constantly monitor if the objectives have been achieved or if the actions
taken are on the right way to reach them and, if necessary, to adjust the campaign by chang-
ing some of its settings.
The use of social media metrics and AdWords metrics will provide enough infor-
mation to make decisions and adapt the strategies and adjust the digital marketing plan if
needed. Also, in organic campaigns such as Instagram or Twitter, the number of followers
and interactions will provide information that compared with the analysis made before
applying the digital marketing plan can indicate if the strategies are working or if they need
to be readjusted also.
89
Conclusion
A Digital Marketing Plan is how specific marketing strategies and tactics will be conducted
to achieve the company's objectives. The thesis presented a proposal for a Digital Market-
ing Plan tailored to achieve the goals of the company Moonli Designs. The proposal is based
on the theoretical background, the methodology and the six core components of the
SOSTAC model. A situational analysis was performed, the objectives were established, the
strategies were designed, and tactics were developed to achieve the goals set and control
mechanisms established for further improvement.
The following section presents the main findings of the thesis as brief answers to the
general and specific research questions established in the methodological part and whose
answers are implicit in the different chapters.
General question 1:
Who are the competitors?
The main competitors of Moonli Designs are Tumbiko, Osaya, Hekate, Bonitomx and Flora
Maria. The five more recognized artisanal jewellery companies in Mexico
Specific Question 1:
What are their characteristics?
The competitors of Moonli Designs are small and medium-sized companies that create and
distribute handmade jewellery in the Mexican Market. The competitors are B2C compa-
nies, which say that they transact the product to the final customer. Also, companies have
a solid online presence gained from the use of digital marketing tools.
General question 2:
Who is the target group?
The target group comprises women between 23 and 32 from Hidalgo, with a Bachelor de-
gree that buys jewellery at least once a year and spends more than $1,000 mxn (€41.73)
on handcrafted products usually made of silver, gold or gold plated. The quality, price and
materials are the main aspects when buying, and her favourite places to search and pur-
chase jewellery pieces are physical stores, social media and web pages. The artisanal jew-
ellery online stores that she knows the better are Bonitomx, Osaya and Flora Maria, and
she is interested in receiving information about Moonli Designs.
90
General question 3:
What are the digital marketing tools used by Moonli Designs?
Moonli Designs, since founded in 2015, established the use of email marketing, content
management system and social media to improve the company's performance, but a
proper digital marketing plan was never tailored. Therefore, the company did not meet the
specific necessities in terms of digital marketing, and its performance was not outstanding.
Specific Questions 3:
How to optimize the performance of the digital marketing tools used by Moonli De-
signs?
To ensure success when using digital marketing tools is recommended to follow models
that can assist the process of structuring and organizing digital marketing campaigns. For
Moonli Designs, the model that better fit was the SOSTAC model by PR Smith due to its
easiness to understand and clear structure. The digital marketing tools used by the com-
pany can be optimized through the design and implementation of an integrated strategy
guided by the SOSTAC model with the existing tools and the adoption of new tools.
What new tools can be implemented for a new Digital Marketing Plan?
The company used, as mentioned in general, question 3 implemented the use of Digital
Marketing tools. Those tools with a good strategy and support from other tools can be a
solid base for an efficient plan. Tools such as AdWords can be implemented to positioning
the company at the top of the search engines.
At this moment, I consider that the work's objectives were fulfilled, and once the com-
pany implement the Digital Marketing Plan, the overall performance will be improved.
91
Limitations
Even when the research was conducted carefully to avoid mistakes some limitations
should be considered. Firstly, the questionnaire technique does not allow the researcher
to determine sampling errors and the researcher does not have entire control over it and
small subgroups of the total population were obtained.
92
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100
Appendix A – Cover letter
Link: https://docs.google.com/forms/d/e/1FAIpQLSd-ioIRRC_deF-
wFmY1ebTEEobcJ0q72n6HYBH6qAp390B8ZHw/viewform
Source: Author
Digital marketing, Joyería artesanal
Dear respondents,
This form is part of the research done for the thesis "DIGITAL MARKETING PLAN FOR A
SME" of the Business Administration program at Masaryk University in Brno, Czech Re-
public. All the information collected is anonymous and confidential.
Fill time: 2-5 minutes
Filling out this questionnaire will serve as support for the researcher to know specific char-
acteristics of the study population were identify data that will allow them to generate a
better digital marketing strategy for an international company that seeks to grow in the
Mexican market.
Thank you very much for participating!
Contact: Mayra Fuentes - may.fuentess@hotmail.com
101
Appendix B – Questionnaire
Q= What is your age?

A1= 15-22
A2= 23-32
A3= 33-42
A4= +55
A5= 43-54
Q= What state do you reside in?

A= Open answer
Q= What is your gender?

A1=Masculine
A2= Feminine
102
A3= Prefer not to say
Q= What is your educational level?

A1= Bachelor
A2= Master
A3=Master-PhD
Q= How often do you buy jewellery?

A1= Every week
A2= More than once a month
A3= More than once a year
Q= How much do you spend on jewellery?

A1= Less than $500 mxn
A2= From $500 to $1,000 mxn
A3= More than $1000mxn
103
Q= What kind of jewellery do you buy?
O1= Costume jewellery
O2= Gold
O3= Gold plated
O4= Fashion jewellery
O5= Precious stones
O6= Semi-precious stones
O7= Crystals
08= Silver
Q= Do you prefer artisanal pieces?

A1= Yes
A2= No
104
Q= What aspects do you consider when buying jewellery?
O1= Quality
O2= Price
O3= Type of production
O4= Materials
Q= What distribution channels do you prefer to search/buy jewellery?

O1= Physical stores
O2= Printed catalogues
O3= Doorstep sales
O4= Social media
O5= Online shops
O6= Web pages
105
Q= Which artisanal jewellery companies do you know?
O1= Tumbiko
O2= Osaya
O3= Hekate
O4= Bonitomx
O5= Flora Maria
Q= Are you interested in receiving information about new artisanal jewellery with
competent prices and innovative designs?
A1=Yes
A2=No
A3=Maybe
106
Appendix C Appendix D - Questionnaire Answers
107
108
109
110
REFERENCES
111

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FACULTY OF ECONOMICS AND ADMINISTRATION

Digital Marketing Plan for

MAYRA LIZBETH FUENTES CADENAS

Supervisor: Ing. Dušan Mladenovic PhD

Business Management (Eng.)

Student: Bc. Mayra Fuentes

Programme: Business Management

Title of the thesis/dissertation: Digital Marketing Plan for SME

Title of the thesis in English: Digital Marketing Plan for SME

problem (e.g. interviews, questionnaires, analysis of secondary

Extent of thesis without supplements: 60 – 80 pages

Literature: JONES, Susan K. Business-to-business Internet marketing: seven

The linked photographers’ guide to online marketing and social

The small business online marketing handbook: converting on-

Thesis supervisor: Ing. Dušan Mladenović, Ph.D.

Thesis supervisor’s department: Department of Corporate Economy

Thesis assignment date: 2020/05/15

In Brno, date: 2021/05/13

Author: Mayra Lizbeth Fuentes Cadenas

Keywords: digital marketing, marketing research, digital marketing plan,

To my supervisor Ing. Dušan Mladenović for his assistance and guidance.

4 Digital marketing plan proposal – case study 47

Appendix A – Cover letter 101

Appendix B – Questionnaire 102

Appendix C Appendix D - Questionnaire Answers 107

Figure 36. Moonli Designs Complete Diagram I (Author).

The Internet is understood as a network or a set of networks used by people to be linked

Digital marketing experts and business executives understand that a customer is

2.2.1 Digital Marketing, Latin American landscape

Figure 1. Digital audience growth September 2019 vs 2020.

2.2.2 Digital Marketing, Mexican landscape

As illustrated in image 3, Mexico has a population of 130 million people approxi-

2.2.3 Digital Marketing Global Trends

Some of the top digital marketing trends are:

2.2.4 Digital Marketing Advantages and Disadvantages

The disadvantages of digital marketing are the high dependency on technological

2.2.5 Digital Marketing Tools

2.2.5.1 Search Engines

2.2.5.1.1 Search Engine Optimization (SEO)

As established before, Search Engine Optimization can be defined as a mechanism that

The search engines can be enlisted in three types:

Search Engine Share

Table 1. Net Marketing Share (Share, 2020).

Google works in essentially three stages as follows:

2.2.3.2 Search Engine Marketing (SEM)

2.2.5.1.1.2 Google AdWords

Advertisements can be created within five steps (Google, 2021):

It contains six factors according to Google (2020):

• The bid. Maximum amount willing to pay.

2.2.3.3 Search Engine Marketing and Search Engine Optimization

Figure 4. Differences between SEO and SEM.

2.2.5.2 Content Management System (CMS)

Some of the top CMS platforms are (Paun, 2019):

2.2.5.3 Email Marketing

Regardless of the type of business, some implications used to contribute to an email

2.2.5.4 Social Media

Nowadays, social media is a strategic opportunity for marketers. When it comes to

2.2.5.4.1 Social Media Marketing

Marketing is a well-developed methodological science and is constantly changing its

Nowadays, Facebook offers three different profiles:

Facebook is nowadays positioned as the most prominent social networking company

2.2.5.4.2 Social Media Objectives and Metrics