Environment assignment help online: Easy sleep music
Introduction
EasySleepMusic started in September 2009 as a result of two people having sleep problems because of working in a stressful environment. An 18th Century natural remedy known as Binaural Beats was found. Using binaural beat music combined with natural sound effects sends brain waves to a natural state of mind. Different sound frequencies are used on various tracks in order to suit the needs of various people. This is a natural, cheap and instant way to help solve sleep problems. The business is operating out of Innospace in Minshull Building.
EasySleepMusic refers to a portal which provides its customers with different type of music for different target audiences. The categories covered under EasySleepMusic are baby sleep music, relaxations music, sleep music and relaxing sleep music. The relaxing music at EasySleepMusic has been launched for their target audiences which take into consideration worldly instruments which take you from sounds of South America to Central America to Africa along with the valleys in Far East. Such type of music will help the individual to distress and sit back to relax. The other services provided by EasySleepMusic are to provide easy sleep music which have been designed to overcome any type of sleeping problems at any age. This type of music has been on a role over the various portals such as youtube.com, etc. Above 100,000 users have already heard and given a positive response regarding the same.
Section 1: Challenges and Objectives
1a. Challenges
Business Challenges
The recession of economic—-The economic down turn has affected customers a lot; customers are more price-sensitive. As the UK emerges from recession, the economic downturn has accelerated the consumer switch from paid towards free media (Mintel, 2010).
The rise of social networking sites—-Social networking sites are of high popularity, specifically among younger Internet users, companies are using social networking sites to support the creation of brand communities (Andreas and Michael, 2009).
The major organization challenges which have been faced at EasySleepMusic will be in regards to the target audience it has been catering too. There is mainly two target audience which is being focused by the same. Firstly, the newly born babies and secondly an open market which will take into consideration the relaxing sleep music.
Trust required—-On-line consumer purchases are characterized by increased perceptions of risk and dependency in comparison to in-store purchases. Relative to their off-line counterparts, there should be a higher need for trust
New mobile technology—The iphone quickly takes market share in the smartphone category, its success has stimulated mobile internet much widely accessible at a affordable price with iTunes take account large share in digital downloads.
Industry Challenges
The importance of younger generation—-The music industry is heavily reliant on the younger generations, but, the younger generations are deserting physical format ‘record collections’ and are also the most reluctant to pay for digital. According to Mintel, 42% of 16-34s listen to mostly free music and half of 16-24s have no problem with free downloading.
Illegal Downloading—- The digital sales have increased to 40% within the music industry the great challenge and opportunity is to monetise the huge reservoir of illegal downloading (David, 2010).
Copyright —-Copyright has always been an issue for the music industry, as the BPI estimates that online copyright t infringement cost the UK music industry around £200 million in 2009. New legislation has now been passed (the Digital Economy Act) to discourage illegal file sharing.
- Content
- Download of songs
Validation of input or output data – The data within the website must be validated for type i.e. date, string, length i.e. characters, integers, syntax i.e. codes, digits, etc. All the outputs shall be shall be kept safe within the browser & the return shall be checked duly.
Data Poisoning – If the users will be allowed to amend or delete the data over the website, then the internal systems shall be updated which will help in order to secure the business information from being lost. It will be quite hard to detect the same as well as validate the data changes to ensure that poison is not occurring within the same.
Error Handling – Exceptions such as data validation, validation of the messages, missing papers as well as the server errors shall be handled with the help of a code which will help in order to custom the page which will help in order to provide any system information. Logging as well as alerting of such conditions shall be enabled which will help to perform subsequent audits.
Organization Challenges
Limited resource—-EasySleepMusic is operating in a small office in Innospace and running with limited staff even the music is produced in Peru by high talented mediation and sleep experts. With the limited resource, the communication with customer becomes a challenge for EasySleepMusic.
Competition—- EasySleepMusic has a lot of competition with other website which is also try to help solve sleep problem, but there are only limited people who are suffering insomnia or other sleep problem.
There are various forms of online musical communities and social networks which provide its target audience with wide range of activities such as to read an article, magazine, online songs, games, etc (Ostrow, 2009). Hence, the target audience who will rely entirely upon the easy sleep music will be less. Therefore, EasySleepMusic shall try and focus upon its offerings which will help to grab more number of visitors towards it (Mintel, 2009).
1b.Objectives
Objective 1: Increase trafficÞ To increase traffic to website from approximately 10 visits a day to 60 visits a day
Þ Update all current website content within 6 months
Þ Create more inbound links through social media networking and RSS within 3 months.
Objective 2: Increase followers on social media networking websites
Þ To increase followers on social media networks by updating Facebook and Twitter at least twice a month
Þ Getting 500 more followers on Twitter and 300 more followers on Facebook within one year
Þ Uploading videos on You Tube at least once three month
Objective 3: To build credibility and customer trust, gain positive comments online within one year
Þ Get feedback from current customers
Þ Answering back when customers are not satisfy
Section 2: Techniques and Requirements
2a. Critique
Website
The number of EasySleepMusic site unique visitors since May 2011 is not steady, there are nearly 4500 visitors in May 2011, however, the number declined to 500 in June. The EasySleepMusic website is well maintained and has useful content, but the home page is too busy, the picture is too big that visitors cannot see the content at first sight and there are too many promotions in the home page. Moreover, the price is dollar, not pound, which is not convenient to the UK customers. The infrequently updated website is another problem of the EasySleepMusic, the number of visitors will be influenced if the website does not update regularly.
SEO
Search engine is very important for gaining quality visitors to a web as 71% consider search engine is vital sources of information when researching or considering a product or service (Chaffey, 2009: P506).
EasySleepMusic has had some optimisation carried out on their site; through taking some searches of tagging ‘sleep music’, it appears that EasySleepMusic web page appear in the first page of results which helps the company increasing the number of traffic hitting the website. In addition, it appears the top in Google. It is vital for websites to appear on page one of Google, especially in one of the top three organic positions, because these spots account for 58.4% of all clicks from users, EasySleepMusic can receive an average click-through rate of 36.4% as ranking number one (Danny 2011).
SEO would be referred to as an effective tool which would help the owners of the website to have a fair control over the traffic on the website. Optimization of the website would help in the order to get more traffic from the diverse sources and catch hold of the repetitive visitors. With a continuous updates over the content of the websites, SEO will play an important role in fixing the keywords which would help in the making the websites interactive. The search engine optimizer will help to maintain fair position of EasySleepMusic on the different search portals. The ultimate goal of the search engine optimizer will be to maintain the position of the enterprise amongst first five pages displayed.
Social MediaFacebook
The Facebook page acts as a portal with link to the EasySleepMusic company website, in some extent, has had some success, there are 566 members; however, the page does not work very well. The EasySleepMusic facebook can only be found through the website, when search ‘EasySleepMusic’ in Facebook, the company’s page did not appear. The company did not post information frequently; there is no picture and only one video. At the same time, there is no “like” page in the EasySleepMusic facebook page, it is just a group, the content is more focusing on insomnia, not the company. In the wall posts, there are some advertising of other competitors, such as RelaxingRecords, Relaxationforme, Elitesheetcomfort. And when customer post some negative comments, the company did not answer back, which generates a bad ‘word-of-mouth’ marketing and reduces the potential new customers because friends influence each other and there is a large network on Facebook.
Twitter
EasySleepMusic’s page on Twitter has more information than the Facebook page, there are 3574 Tweets, however, almost all the Tweets is automated tweets due to new blog, there is no actual tweets, even though Twitter’s structure is seen as a platform for sharing links. And there are too many tweets of EasySleepMusic twitter, which may make people agitated. By contrast, one of the major competitors- Akitan Relax Music has 8440 followers with 682 tweets on their twitter account. There are 830 followers and 224 following to date, but the majority of the followers are competitors or substitutes, not the real customers.
2b. Proposal
Website
As mentioned previous in 2a, one problem of EasySleepMusic website is infrequently update, to support objective one, EasySleepMusic should add content regularly. And the picture in the home page should be narrowed, and the music content in the down side should be removed. In order to fulfill the objectives mentioned in 1b, proper utilization of the search engine optimizer shall be taken into consideration. Use of search engine optimization (SEO) shall be done at EasySleepMusic.
EasySleepMusic has had some optimisation carried out on their site; through taking some searches of tagging ‘sleep music’, it appears that EasySleepMusic web page appear in the first page of results which helps the company increasing the number of traffic hitting the website. In addition, it appears the top in Google. It is vital for websites to appear on page one of Google, especially in one of the top three organic positions, because these spots account for 58.4% of all clicks from users, EasySleepMusic can receive an average click-through rate of 36.4% as ranking number one (Danny 2011).
SEO would be referred to as an effective tool which would help the owners of the website to have a fair control over the traffic on the website. Optimization of the website would help in the order to get more traffic from the diverse sources and catch hold of the repetitive visitors. With a continuous updates over the content of the websites, SEO will play an important role in fixing the keywords which would help in the making the websites interactive. Some of the target keywords which shall be used by the search engine optimizer would be “Sleep”, “Music”, “Sound Sleep”, “Easy way to Sleep”. The search engine optimizer will help to maintain fair position of EasySleepMusic on the different search portals. The ultimate goal of the search engine optimizer will be to maintain the position of the enterprise amongst first five pages displayed.
The use of various digital communications shall help in order to fulfill the objectives mentioned above in this report.
Social Media:
Facebook page is a free public profile which enables EasySleepMusic to share products and services with the customers, if EasySleepMusic maintain their page very well, they will be better connect with their current customers and develop relationships with potential customers.
Facebook page of EasySleepMusic should be full of relevant and up-to-date content so that customer can have a clear idea where the interaction should be taking place. EasySleepMusic also needs upload photos and video and communicate with customers, and when customers post negative comments on the post walls, EasySleepMusic should give some information back (Facebook of EasySleepMusic, 2011).
Now, Twitter is undoubtedly popular and it is used as a tool for business to build brand awareness and improve brand perception, it s also a promoting channel. EasySleepMusic should add some actual tweets, not only the automated tweets of new blog, quality should be considered, comparing with volume. EasySleepMusic can do some promotion on Twitter, such as time-limited offer. And make coupons for special offers for Twitter customers.
YouTube
Lots of companies are now using YouTube to reach out to current and potential customers; it is a way of building relationship with client and gaining the benefits of creative indirect marketing as seven million views per day with YouTube. YouTube of EasySleepMusic is successful, it updates frequently and users regard it as a great channel. EasySleepMusic should continue as they are uploading video. One more action EasySleepMusic should be done is put a linking between YouTube another social networking, such as Facebook and Twitter. At the same time, the background and layout of YouTube page should have some changes in making it clearer (Kusek, 2010).
Mobile
The current website is not suitable for viewing through mobile; the mobile site should be scoped, developed and launched. EasySleepMusic can provide voucher in the mobile site that users can get discounts as the growing trend for users shopping on their phones rather than traditional desktop computer.
Email Marketing
Email marketing can be seen as an effective marketing communications tool as low cost of fulfilment, the physical costs of email are less than direct mail. And it can direct engage with customers. Several techniques can be used in email marketing, such as limited- time offer, first-purchase offer, newsletter and so on. By using this channel, EasySleepMusic can reach a large amount of audience with low cost.
2c and 2d Critical Success Factors and Key performance Indicators
| Objectives | Critical Success Factors (CSF) | Key Performance Indicators |
| Objective 1: Increase traffic |
l To increase traffic to website from approximately 10 visits a day to 60 visits a day(My Domain State 2011)
l Update all current website content within 6 months
l Create more inbound links through social media networking and RSS within 3 months.l The website is easy to navigate
l Distribute work to staff of looking at SEO, and if the staff cannot work for a long term or leave the company, a replacement can be taken.
l Distribute work to staff to update website content
l Gain testimonials from the customers
l There is a linking between the website home page to other social networking pages
l The incentives are enough to encourage the visitors to send EasySleepMusic emaill The figure of visits to website
l The figure of unique visitors to website
l The figure of inbound link
l Percent of traffic to website from search engines
l Percent of traffic from social networking page
l Percent of customers of customers providing testimonials
Objective 2: Increase followers on social media networking websites
l To increase followers on social media networks by updating Facebook and Twitter at least twice a month
l Getting 500 more followers on Twitter and 300 more followers on Facebook within one year
l Uploading videos on You Tube at least once three monthl The content of different social networking pagers are updated regularly
l Create links between different social networking websites.
l Test and preview links on social media sites and content before publishing
l The figure of visitor to Facebook page
l The figure of followers on Facebook
l The figure of posts on Facebook page
l The figure of Twitter page
l The figure of followers on Twitter
l The figure of direct messages mentions on Twitter
l The figure of subscribers on YouTube
l The figure of comments on YouTube videoObjective 3: To build credibility and customer trust, gain positive comments online within one year.l Get feedback from current customers
l Answering back when customers are not satisfy
l The response to incentive
l The livery is keeping with company’s brand
l The figure of signing up customers
l The number of complains
Section 3: Communication Planning
3a: Integration
Kotler et al (2001) stated integrated marketing communications as ‘the concept under which a company carefully integrated and co- ordinates its many communications channels to deliver a clear, consistent message about the organization and its product. ’
Various integrated marketing communication (IMC) tools shall be used at EasySleepMusic to drive customers towards it. IMC has been referred to as customer centric who will help the organization to drive the customers towards it. Use of IMC tools within the organization i.e. EasySleepMusic will help in fair integration as well as coordination of the marketing communication tools, functions and sources. This marketing tool at EasySleepMusic shall be designed in such a manner which will help the enterprise to practice high levels of advertising by using different tools such as direct marketing, public relations, advertisements thru flyers, word of mouth communication, personal selling, internet marketing, corporate communication, etc (Kaplan and Haenlein, 2010).
At EasySleepMusic, the use of integrated marketing communication shall be practiced by focusing upon 4C’s rather on 4P’s of marketing. The 4C’s to be taken into consideration have been discussed as follows:
Þ Not PRODUCT but CONSUMER:
The first aspect which shall be kept in mind at EasySleepMusic refers to understand the needs and wants of the consumer. Gone are the days when the marketers sell whatever they manufacture or produce. The marketer shall be focused upon the characteristics of the products and match up with the needs of the customers. EasySleepMusic shall try and communicate the same to its customers regarding the product and service offerings.
Þ Not PRICES but COST:
The second aspect which shall be kept in mind at EasySleepMusic refers to understanding the cost of the consumers which he/she is in want to satisfy. The price of the product would be referred to as one of the essential elements while buying a product. The cost of time to drive someone, the cost of conscience what to buy and the levels of investment which the consumer is willing to pay for a particular product shall be taken into consideration.
Þ Not PLACE but CONVIENENCE:
All the definitions for the word i.e. “convenience” shall be taken into consideration. This will help in order to satisfy the needs and wants of the consumers. Convenience shall be taken in regards to the access of ease, location (physical or virtual), time for a particular service and availability of hours.
Þ Not PROMOTION but COMMUNICATION:
Proper channels of communication shall be taken into consideration which will help the customers to fulfill their needs, wants and provides a unified message to the customers. A feedback mechanism shall also be taken into consideration which will help in order to improve the services provided at EasySleepMusic. Various non-traditional mediums such as word of mouth communication along with reinforcement of the messages shall also be done (Kusek, 2010).
Offline marketing has been referred to as conventional marketing tool which would help the organization i.e. EasySleepMusic to market its products or services by using various marketing techniques such as brochures, radio, flyers, newspapers, offline marketing plays a crucial role in the in advertising the products or services offered (Kaplan and Haenlein, 2010).
Several offline marketing tools are provided so the traffic of the website can be increased. Research had found that there is a clear correlation between investment in offline advertising and visits to a website.
FlyersEasySleepMusic is some kind of a greenfield organization, there are not many offline marketing communications, flyers can be suggested as one of the offline communications. 500 flyers can be printed and placed in the MMU and Manchester University, because from the in class research, lot of students are suffering sleeping problems.
In the flyers, the website site address and livery of EasySleepMusic should be clear and objective so that users can remember and find easily. At the same time, the flyer should highlight that sleep advice can be given through the site which encourage people to click the website.
Word of Mouth Marketing:
If EasySleepMusic make customer happier with hard-working, customers can easily tell their friends, which means Word-of-mouth marketing can be encouraged. In the testimonials of the company website, there are several positive feedbacks of customers. EasySleepMusic should continue to encourage customers to inform about and recommend EasySleepMusic to others who have problem with sleeping.
Direct Mail:
A comprehensive mail shall be framed and sent to the local customers referring to the introduction of the product or service i.e. easy sleep music CD’s. A direct mail will help in order to reinforce the online experience as well as drives the achievement of the main objectives with the help of a message and promotion.
Trade Shows:
Trade Shows shall be held by EasySleepMusic wherein the major target audience would be the people belonging to the old age group and the expected mothers. The Trade Show will help the target audience to know the advantages of using their product. Use of the “Easy Sleep Music CD’s” will help the old people to get rid of their sleeping pills (Kaplan and Haenlein, 2010). The main focus for the marketers of Easy Sleep Music shall be to highlight the negative effects of sleeping pills over their body. The second target audience i.e. the expected mothers will be to focus upon the sleep of their new born bay. This CD will help the mothers to let their babies possess sound sleep. Till that time, the mothers will be able to perform their household work. The trade shows will help have an effective output over the sales of the easy sleep music CD’s.
3b.Media Planning
| Approach | Now | Three months | Six months | Nine months |
| Website | To develop an attractive website | Updates over Blogs | Pay Per Click (PPC) + Search Engine Optimization (SEO) | Start with Social Media Optimization (SMO) |
| Per Pay Click (PPC) | Google listing set up and offers | Local ads over ad groups | Focus on local campaigns | Local campaigns on Ladder installation |
| Search Engine Optimization (SEO) | On Page Marketing |
This will include use of the various keywords such as Sleep, Sound, Music, and Easy way to Sleep.On Page Marketing along with Off Page Marketing.
Off Page Marketing includes Search Engine Submission on various search domains such as wwww.google.com, www.google.in, www.google.co.uk, www.google.com.au, etc.Develop Content for the website. Use of keywords with a range of 3% – 7%. The density of the keywords shall not exceed the limit mentioned above.Search Media Optimization (SMO) shall be used. Business page shall be developed to educate the target audience regarding the product offerings.
Advertisements over face book, updates, news releases, new products or services launched, etc.You TubeEasySleepMusic should priorities their YouTube over other social networking sites, such as Facebook and Twitter, as the YouTube is more success than the other, so more attention should be paid in this area, which may attract more customers as some changes should be made.Mobile As the website mention, soft sleep phones are used currently which is more comfortably of customers with high quality headphones to help patients fall asleep naturally. More than nine out of ten customers would recommend sleep phones to a friend. Therefore, a more customer friendly mobile site should be paid attention.Social MediaUse of various web portals such as Face book, Google +, Twitter, Blogger, Word Press, Tumbler, etc. Promotions of the blogs by updating them as well as share them over social networking sites. Tweets by the users over twitter regarding the products used as well as its effects over the same.
While planning the media for EasySleepMusic, following aspects shall be kept in mind. This will help to maximize the impact of the traffic in order to safely out reach the efforts. In order to make sure that a fair interaction has been done by media in a much effective as well as efficient manner a well developed media plan shall be constructed. The main purpose of the media plan would be to step back & take things further. This will help to define the purpose & precede the things with clarity.
The main components of the Media Plan for EasySleepMusic would consist of the following. They are as under:
Þ Situational Analysis: The first step in the situational analysis would be to create a media plan & analyze the current situation of the enterprise or the environment in which it operates. Situational analysis will be helpful to examine carefully the history, environment, background along with the various obstacles which might create an issue in the long run. This analysis will help to determine the positives & the negatives associated with the external environment of EasySleepMusic.
Þ Goal: The second step which shall be followed by EasySleepMusic would be to define an appropriate goal which the organization wants to achieve in the long run. Goal will help in order to increase the awareness amongst the employees working within the organization. A realistic as well as a long term goal will help to provide fair direction which the media relations will take.
Þ Objectives: Once the goals have been formulated, short & long term objectives shall be made which will help to fulfill the goals set by EasySleepMusic. The objectives set at EasySleepMusic shall be in measurable terms. This will help to see how the goals will be achieved. Discussion regarding the positive aspects of the same shall be done. This will help to increase the awareness of the EasySleepMusic. Increased visibility of the organization i.e. EasySleepMusic will be done by using the strategic media plan.
Þ Target Audience: The next aspect to be covered while formulating a media plan for EasySleepMusic is to see the target audience whom they want address too. Specific strategies shall be formulated which will help EasySleepMusic to reach maximum of the users. The potential target audience for this organization would be infants, people belonging to old age group & people belonging to all age groups suffering from sleeping problems, etc.
Þ Strategic development: When goals have been formulated by the EasySleepMusic, proper strategies shall be framed which would help to meet the goals & objectives. Strategies shall be framed which would cover who, what & how. This means that, the main aim of strategic development would be to fulfill the goals of EasySleepMusic.
Several offline marketing tools shall be used by EasySleepMusic which will increase the traffic of the website. Research had found that there is a clear correlation between investment in offline advertising and visits to a website.
Flyers:
EasySleepMusic is some kind of a greenfield organization, there are not many offline marketing communications, flyers can be suggested as one of the offline communications. 500 flyers can be printed and placed in the MMU and Manchester University, because from the in class research, lot of students are suffering sleeping problems.
In the flyers, the website site address and livery of EasySleepMusic should be clear and objective so that users can remember and find easily. At the same time, the flyer should highlight that sleep advice can be given through the site which encourage people to click the website.
Word of Mouth Marketing:
If EasySleepMusic make customer happier with hard-working, customers can easily tell their friends, which means Word-of-mouth marketing can be encouraged. In the testimonials of the company website, there are several positive feedbacks of customers. EasySleepMusic should continue to encourage customers to inform about and recommend EasySleepMusic to others who have problem with sleeping.
Direct Mail:
A comprehensive mail shall be framed and sent to the local customers referring to the introduction of the product or service i.e. easy sleep music CD’s. A direct mail will help in order to reinforce the online experience as well as drives the achievement of the main objectives with the help of a message and promotion.
Trade Shows:
Trade Shows shall be held by EasySleepMusic wherein the major target audience would be the people belonging to the old age group and the expected mothers. The Trade Show will help the target audience to know the advantages of using their product. Use of the “Easy Sleep Music CD’s” will help the old people to get rid of their sleeping pills (Kaplan and Haenlein, 2010). The main focus for the marketers of Easy Sleep Music shall be to highlight the negative effects of sleeping pills over their body. The second target audience i.e. the expected mothers will be to focus upon the sleep of their new born bay. This CD will help the mothers to let their babies possess sound sleep. Till that time, the mothers will be able to perform their household work. The trade shows will help have an effective output over the sales of the easy sleep music CD’s.
3c. ROI
Return on investment is used to assess the profitability of any marketing activity, or indeed any investment (Chaffey 2009). Considering the objectives mentioned before, the most vital thing for EasySleepMusic is to drive more traffic to the web, spread brand awareness through social networking pages and gain more positive comments on line. To maximise return on investment, the objectives mentioned should be achieved.
A return on investment will come when customers are satisfied with the experience and product or service they have purchased, therefore, customers suggestions and complains are vital for EasySleepMusic.
In order to drive more traffic to the website, the SEO should continue as the good performance, EasySleepMusic should use the tools test and measure the keywords in use on their home page in order to keep the competence (Kaplan and Haenlein, 2010).
In the end, in order to maximise the effectiveness and efficiency of EasySleepMusic marketing communications, some recommendation should be provide, more labours are needed of EasySleepMusic in order to do the daily based updating information job and communicate with customers.
In order to measure the effectiveness and efficiency of EasySleepMusic, return on investment can be seen with respect to “Google Analytics”. This will help the marketers to see the number of users who are checking in the website to see the offerings provided by the same. The overall effectiveness of the business can be seen in regards with the Search Engine Optimization (SEO). With an effective SEO, it can be noticed that the visitors will get converted to a live consumer.
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