Case study Neverending Bookshop (NBS) NBS is a small business situated in Primrose, Germiston It was established in 2004 by Michelle du Bruyn with the aim of providing affordable reading to everyone Services include buying and exchanging of books, Pargo pick up point as well as editing and proofreading by a qualified copy editor Thus far, Du Bruyn has achieved success, but her goal is to maximise its exposure and reach The business relies on word of mouth and uses WhatsApp and Facebook to communicate with existing and potential clients The business also has a website and customers are directed to bidorbuy to make a purchase See the following links to view their current website and Facebook page Website https neverendingbookshop wixsite com neverendingbookshop Facebook https www facebook com Neverendingbookshop In the next few months, Du Bruyn plans to work on the following aspects to achieve her goal To make the website more engaging and enhance searchability To enable customers to purchase directly from NBS To take advantage of mobile and e mail marketing To expand the online community using Instagram and Twitter Du Bruyn is determined to achieve her goal She has hired you as a digital marketing specialist to assist her and suggest creative ways of increasing the online presence of her business, especially in response to the COVID 19 pandemic QUESTION It is important to have a structured digital marketing plan, because this will help you to identify, assess and select appropriate marketing opportunities and strategies for the SMME Assume the role of the digital marketing specialist for the SMME Here are your tasks Website Specify what you think about the planned structure of the SMME's website as described in the case study Then do the following Suggest at least four ways how the SMME can improve its website content to keep users on the website for longer Provide a practical discussion related to the SMME to substantiate your answer Brief the SMME on at least four components that it should consider when designing the overall look and feel of the website You must make specific recommendations on how each component can be used on the SMME website

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Case study Neverending Bookshop (NBS) NBS is a small business situated in Primrose, Germiston. It was established in 2004 by Michelle du Bruyn with the

Case study

Neverending Bookshop (NBS)

NBS is a small business situated in Primrose, Germiston. It was established in 2004 by Michelle du Bruyn with the aim of providing affordable reading to everyone. Services include buying and exchanging of books, Pargo pick-up point as well as editing and proofreading by a qualified copy editor.

Thus far, Du Bruyn has achieved success, but her goal is to maximise its exposure and reach. The business relies on word of mouth and uses WhatsApp and Facebook to communicate with existing and potential clients. The business also has a website and customers are directed to bidorbuy to make a purchase.

See the following links to view their current website and Facebook page:

Website - https://neverendingbookshop.wixsite.com/neverendingbookshop

Facebook - https://www.facebook.com/Neverendingbookshop/

In the next few months, Du Bruyn plans to work on the following aspects to achieve her goal:

To make the website more engaging and enhance searchability
To enable customers to purchase directly from NBS
To take advantage of mobile and e-mail marketing
To expand the online community using Instagram and Twitter

Du Bruyn is determined to achieve her goal. She has hired you as a digital marketing specialist to assist her and suggest creative ways of increasing the online presence of her business, especially in response to the COVID-19 pandemic.

QUESTION

It is important to have a structured digital marketing plan, because this will help you to identify, assess and select appropriate marketing opportunities and strategies for the SMME. Assume the role of the digital marketing specialist for the SMME. Here are your tasks:

Website: Specify what you think about the planned structure of the SMME's website as described in the case study. Then do the following:

Suggest at least four ways how the SMME can improve its website content to keep users on the website for longer. Provide a practical discussion related to the SMME to substantiate your answer.

Brief the SMME on at least four components that it should consider when designing the overall look and feel of the website. You must make specific recommendations on how each component can be used on the SMME website.