Planning and Implementing an E-Business Provision - Example

Planning and Implementing an E-Business Provision Introduction The need of psychological assistance was never felt in the past, the way it is required today. Competition, failure and anxiety are the three major causes that lead to the development of psychological disorders like phobias, depression and etc. However, even in this current civilized world people have taboos regarding psychological or psychiatric checkup. In the previous project an online psychological/ psychiatric counseling website was proposed. The idea behind developing a website that offers online meetings with psychiatrists and psychologist was proposed after viewing the gaps in this online business. Most of the people who are suffering from minor psychological anomalies ignore them until the problem does not get serious. The purpose of developing a website that offers an interactive forum for the patients to consult and meet psychiatrist and psychologists is to fill in the gap, and make people feel comfortable in discussing their problems with doctors, and to eliminate the factors associated with social taboos. Clients privacy and information security are the two main aspects on which psychiatric practice and online businesses heavily rely. The purpose of developing this project was to understand the technicalities involved in developing a website for running an e-business, and to grasp an insight of how things work in the real life. The following text will focus on the managerial/ technical side of the website maintenance. It includes website optimization strategy, e-marketing campaign, and other issues regarding clients’ privacy, money transaction and legality of the offered services. Website Optimization Strategy 1. Content No one wants to waste time in searching material of choice, and the purpose of developing e- business is to eliminate the labor that one has to do when searching for goods of use in a shopping mall. Therefore, the priority of web based businessmen must be to develop content that does not offer any trouble to the customers. The content on the website must be written in clear wording, and in precise language, it must not have any ambiguities. Content must be regularly updated, and it must offer the latest features and developments. It is often observed that companies develop their websites without concentrating on the content, and in doing so their rating falls because customers do not get what they are looking for. Moreover, site map must be included on the homepage, so that it acts a key or guide for the visitors to locate their area of interests (Mena, 2001; Li & Zhang, 2004; Fu-qiang, 2010). It may be only the text that search engines and spiders look for, but this does not mean that one should underrate the power of images, adding visual data complements the text, and improve the profile of website. Therefore, the company will arrange all the available images of the goods it’s offering in order to complement the content’s text (Tao, 2009; Bai & Sun, 2010; Kumar & Saini, 2011). 2. Keywords Keywords are like website’s first expression, search engine use them for tracking the sites. Whenever an individual wants to search a particular subject, he or she types the words that closely define their objective of search, and in response the search engines bring in the most suitable results onto the screen. Therefore, the optimization of a website highly relies on the keywords provided by the web developers or site owners (Tao, 2009; Bai & Sun, 2010; Kumar & Saini, 2011). While developing the content for the website it is recommended that the first sentence on the website contains most of the keywords. Moreover, to improve the performance of website the keyword density of the web content will be kept around 3-4% (Turner, 2010; Ho, Lu, Ho, & Peng, 2011; Killoran, 2013). 3. Analytical Tools To evaluate the output of the energy invested in designing, creating and maintaining a website it is important that one must monitor the current rating/ranking of the website. A list of web optimization analytical tools are available that are used by SEOs to undermine the current status of the website. Tools that will be used for managing the website include: Google Adwords Keyword Tool; Google Page Rank Checker; Check Google Pagerank; Advanced Google searches; Domain Stats Tool; Domain Dossier; Anchor Text Backlink Checker; Banklink Analyzer; Deep Link Ratio Tool; and other software will be selected according to the purpose. 4. Using robot.txt and Shrinking URLs Google is perhaps the strongest and most widely used search engine, it has the capacity to read all sort of crawlers, and manage event complex URL addresses. However, optimized use of robot.txt is recommended as it may ease out the access of visitors, plus it becomes easier for search engines to locate the material that is being searched. Similarly, URLs can be long or short, both are managed by most of the search engines, however, it is still recommended that short and simple URL address are always more efficient, and they are helpful for users and search engines, as they demand less time and are easy to remember (King, 2008; Page, 2012; White, 2012). 5. Developing Links The website is designed in such a way that all the webpages are linked to one another, and the companies intends to maintain this strategy of linking all the new entries that it makes with the course of time. Links complete the story, and it makes the search smoother, visitors do not like typing over and over again, they prefer clicking on the links that take them to the next destination, and answer their queries (Mena, 2001; Li & Zhang, 2004; Fu-qiang, 2010). E-Marketing Online marketing was initially considered as an extension of traditional marketing, but over the years it has developed into an independent domain. It is an energy efficient mode of marketing. If applied properly the return on investment (ROI) of e-marketing exceeds the ROI of traditional marketing (Smith, 2002; Coviello, Brodie, Brookes, & Palmer, 2003; Dennis & Harris, 2003). Though the introduction of technology into marketing has diversified its outlook, however, internet marketing still follows some of the basic principles of the traditional marketing (Awad, 2007). E-Marketing is an important pillar of e-business (Stonebraker & Hellerstein, 2001; Kalyanam, 2002; Strauss, Frost, & Ansary, 2009). As our company is still new to the business it will take some time to streamline its marketing strategy. However, some of the measures that are implemented or are proposed by the company are discussed below. SWOT Analysis As suggested earlier online marketing is based on the basic principles of traditional marketing, therefore, to analyze the functionality of the marketing campaign SWOT analysis will be carried out. SWOT analysis has four main components; they include strength, weakness, opportunity, and threats. The company finds its strength in the unique portfolio of the services it offers to its customers. Moreover, the website is linked to an official blog which allows the customers to interact with the company and share their views, or forward their queries. As the service is online people from all parts of the world can get psychiatric assistance of world class level, just by sitting at home. Cyberspace is blessed with opportunities, and it is about extracting your share, but if a company fails to adapt to the new trends, the same cyberspace becomes a threat. Adaptive and Closed Loop Marketing As the company is still in its early days, therefore it requires proper surveillance and nurturing, therefore, the company intends to pursue a closed loop marketing strategy that is flexible and adaptive. By closed loop it refers to regular monitoring of the marketing trends, and company’s current status of delivering its services to the customers (Sheth & Sharma, 2005). Advertisement The company aims at maximizing its e-marketing potential by using all the available channels of advertisements like add posting, pay per click, and developing online communities and pages on social media channels like Facebook, Twitter and etc. Special Offers and Bonuses Developing special offers or bonuses is a part of marketing strategy of the company, however, it is still in line but not yet implemented. Bonuses or special offers are tricks of engaging customers with your products and services, and they always seem quite attractive. Quality Services Online psychiatric assistance is a new domain, most of the people are still not aware of the working of this industry. However, the company plans to expand its current ventures by providing special experience to its client. The privacy policy offered by the company follows the global standards, and immense importance is given for ensuring information security. As mentioned afore the company aims at offering a home-based psychological check-up to those who have issues regarding transportation or feel shy in attending a psychiatric clinic. Moreover, clients who are not at ease with the modern therapeutic measures, they have the options of getting their reservations online, and then meeting the consultant in person at his/her office. Further, the clients will have access to their data, and they can check their diagnostic test results online. Customer Relation Management A 24/7 helpline will be designated for answering queries of the registered customers. Moreover, unregistered visitors will have the access to social media pages, groups, and blogs, where they can place their queries without any hindrance. A special team for customer relation management will be employed to carry out the above mentioned tasks. Managing the B2B connection The website will establish direct connection for communicating data with customers, psychiatrist and the moderators of this business to ensure safety, and information security. Currently, the company is using B2B connections; however, it will be updated as per demand in the longer run. Security and Legal Issues The website has allocated a webpage that explains the privacy policy of the company, and it maintains a high regard for the information security of its customers. Moreover, all the security measures are aligned with the legislations passed until now for preserving and securing personal and financial information of the clients. References Awad, E. M. (2007). Electronic commerce: From vision to fulfillment. Pearson/Prentice Hal. Bai, Z., & Sun, K. (2010). Strategies on Website Optimization of Technology. . Journal of Shenyang Normal University, 22. Coviello, N. E., Brodie, R. J., Brookes, R. W., & Palmer, R. A. (2003). 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Website statistics 2.0: Using Google Analytics to measure library Website effectiveness. Technical Services Quarterly, 261-278. White, J. (2012). Bandit algorithms for website optimization. . OReilly Media, Inc. Read More