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E-COMMERCE & MARKETING

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Contents
Introduction......................................................................................................................................2
Findings and Solutions....................................................................................................................3
Social Media as a Tool for Promoting Product Awareness..........................................................3
How social media can be beneficial to Avenue 32.......................................................................4
Planning and implementing effective use of social media...........................................................4
Pick a most desired social media..............................................................................................4
Identify a recognizable character.............................................................................................5

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Be consistent with Facebook and Twitter.................................................................................5
Social media have to be used as an event or networking tool..................................................5
Connection with customers needs to be made direct...............................................................5
Integration................................................................................................................................5
Promotional strategies to ensure success of the organization......................................................6
How Customers Will Benefit From the Site................................................................................6
What customers need................................................................................................................6
How the government should respond to the online demand....................................................7
Availability of resources...........................................................................................................7
Conclusion.......................................................................................................................................7

Introduction
Out of the many other online retail shops in UK clothing industry, Avenue 32 is a good
case of the possibility of coming up with a new firm and compete favorably with the already
existing firms. Avenue 32 is a company that deals in providing a very stimulating design
collection, boutique experience, inside fashion news, and very inspiring editorials. Avenue 32
was founded in the year 2011 but has been known as the most luxurious online shopping center
(Ecommerce case 2014). UK based small online retail has allowed other people to management
their boutique within its virtual shopping street. The company uses tradeit e-commerce, which is
a multi-user system that offers management interfaces that have always given the business an

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excellent in-house control (Muntinga et al. 2011). In reference with the case of Avenue 32
Company, the paper looks into how important social media can be in the creation of awareness
(ZOOMinfo 2014). The paper also looks into the procedures that an organization can use to plan
and implement social media as a marketing tool to maximize product awareness. In the second
part, the paper addresses promotional strategies that need to be considered to ensure that
organization succeeds.
Findings and Solutions
Social Media as a Tool for Promoting Product Awareness
The popularity of social media marketing is on a high in the recent past. So many brands
have since realized the potential of social media in genuinely engaging and reaching consumers.
So many businesses are currently identifying with most of the social media to promote their
diverse products. The increase can be identified by the way customers increase and be accessible
to either of the available social sites (Loeken 2013). Every day, so many people usually log into
their accounts on LinkedIn, Twitter, Flicker, Facebook, and many other accounts. Creation of
brand awareness can be a very difficult thing. However, at the level in which social media is
emerging, there is an opportunity for companies to create awareness with very little effort and
money.
How social media can be beneficial to Avenue 32
With social media, Avenue 32 Company can display their brand and efficiently build
company's reputation. This is possible when the business regularly updates prospects on all the
social happenings and the brand, which subconsciously makes people view the company as an
authority (Loeken 2013).

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Increasing digital exposure is another area that social media plays a crucial role. This is
made possible by enhancing your social presence in the web, which is best done by the social
media as it is.
Through social media, Avenue 32 Company will access consumer feedback that is very
crucial in jump-starting sales results (Loeken 2013). People who are prospects can be potential
customers only if their specific needs are met in a personal manner and promptly.
Most organizations desire cutting of marketing cost and use of social media can perfectly do it.
By promoting products on the social media, the business is likely to increase return on
investment. Social media are not as expensive as it has always been with the print media and
other forms of advertisement.
Planning and implementing effective use of social media
There is no one specific formula is used to increase sales through social networking.
However, social media can be of great use in maximizing product awareness. Some of the ways
through this can be include implementation of a number of steps.
Pick a most desired social media: Avenue 32 Company should find a given point and build on
that instead of trying to be everywhere in terms of the use of social media. By picking on a given
the business will be able to grow on a single spot (Loeken 2013).
Identify a recognizable character: According to Loeken (2013), the Company must let
customer know what it stands for as with social media it has all the opportunity to educate,
increase enthusiasm, and even motivate prospect customers. There is a need to be more
interesting while also using the company's brand name more effectively.
Be consistent with Facebook and Twitter: Without constant and consistent updates, social
media would yield nothing and may end up working against the company (Hastings 2007) while
also monitoring the content to post; posts have to be consistent and regular in addressing various
concerns.

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Social media have to be as an event or networking tool: sales in social media must be
naturally by ensuring that there are successful interaction and well-managed relationship with the
public (Lefebvre 2013). That means that the company has to listen to customers, users, and the
people and give feedback that paints who they are.
Connection with customers needs to be made direct: the company achieves this through an
interactive social media such as Facebook and Tweeter handle where customers post questions
and the Avenue 32 Company responds to them directly (Velly 2013). This will boost the trust and
loyalty among the customers and the business.
Integration: The final stage is to ensure that the use of social media incorporates in the whole
company and not left with the PR specialists or marketers alone. All divisions have to be in the
generation of the content (Loeken 2013).
When the company combines major products with most appropriate social media, it becomes
much easier to increase awareness of the companys brand.
Promotional strategies to ensure success of the organization
In order to realize the success of special media, the management must ensure that it is
objectively promoted to the staff members (Jeffrey & Austan 2002. Avenue 32 Company has to
come up with very comprehensive promotional strategies to ensure that organization is
successful (Emma 2013). The company has to ensure that customers are about the need to have
social media incorporated by the organization's objective. Every member of staff has to be the
opportunity to share an idea of how best the social media should be integrated. Through this, it
will be easier to implement the project, as everyone will be working hard to ensure that the use
of social media is a success as they were part of the people who brought the idea (Loeken 2013).
When every person in the business works towards making the project a success, it becomes much
cheaper and productive, as all staffs will be highly responsive in ensuring that the project
becomes a success (Chiang & Chung 2011).

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How Customers Will Benefit From the Site
It is from the site that customers will be able to post their concerns regarding the quality
of the product or give a suggestion on how they would want the product be (Burgess et al. 2009),
. The site will be interactive, and customers will be able to communicate directly to the
management team. They will be advised appropriately, as their suggestion incorporated in the
production. Customers will be able to have high-quality products that meet their needs, as they
will be part of products development.
What customers need
Customers usually need high-quality product that can fully satisfy their needs (Weinreich
2010). This is what they will get when a company integrates its marketing activities with the
social media. Being part of the interactive communication will allow them access their
preferences.
How the government should respond to the online demand
The company will have to identify the demands that are common to most of the
customers, tailor the company objective, and respond to it effectively and efficiently (Loeken
2013). Not all that is demanded by the customer has to be responded to but those that are
demanded by most of the customers and are likely to boost the company sales.
Availability of resources
Avenue 32 is a company that has not been established, but had necessary resources to
come up with very comprehensive social media marketing (Loeken 2013). The human resources
that can competently handle social media marketing sites are there and since it does not cost
much, it cannot be that expensive for the company.

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Conclusion
For Avenue 32 to boost its brand awareness, combination of great products and the best
social media must be achieved (Velly. 2013). The company does not need to have sky-high
budgets for advertising as it can generate the same exposure with social media without spending
many resources. A wider population of potential customers can be reached and sales volume be
boosted within a very short time and with minimum resources spent (Laudon et al. 2014).
Avenue 32 has to embrace the use of social media fully to be able to competent favorably with
the already established firms.
Reference List
Burgess, S; Sellitto, C; Karanasios, S 2009, Effective Web Presence Solutions for Small
Businesses: Strategies and Successful Implementation, IGI Globa.
Chiang, I-Ping; Chung-Hsien Hsieh 2011, Exploring the impact of blog marketing on
consumers. Social Behavior and Personality 39 (9): 1245.
Ecommerce case study - Avenue 32 - Red Technology UK. 2014. Ecommerce case study Avenue 32 - Red Technology UK. [ONLINE] Available at:
http://www.redtechnology.com/customers/avenue-32/. [Accessed 03 November 2014].
Emma Sinclair. 2013. How Roberta Benteler went from wanting a job in fashion to owning an
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Hastings, Gerard 2007, Social Marketing - Why Should the Devil Have All the Best Tunes?
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Jeffrey R. Brown & Austan Goolsbee, 2002. Does the Internet Make Markets More
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University of Chicago Press, vol. 110(3), pages 481-507.
Laudon, Kenneth C.; Guercio Traver, Carol 2014, E-commerce. Business. Technology. Society.
10th edition. Pearson.

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Lefebvre, R 2013. Social marketing and social change: Strategies and tools for improving health,
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Loeken, Emil, 2013. The Business Journal. Seven tips to boost brand awareness on social media,
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Muntinga, Daniel; Moorman, M & Smit, E. 2011, Introducing COBRAs exploring motivations
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Weinreich, Nedra Kline 2010, Hands-On Social Marketing: a Systematic Guide to Designing
Change for Good (2nd Edition). Sage Publications.
ZOOMinfo. 2014. Avenue 32. [ONLINE] Available at: http://www.zoominfo.com/s/#!
search/profile/company?companyId=356446527&targetid=profile. [Accessed 03 November 14].