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 1 Digital marketing plan Prepare detailed digital marketing plan for the SMME by focusing on the six key components of a digital marketing plan Your analysis must be supported by research about the market and consumers, trends and digital marketing in the specific industry Highlight what the SMME is currently doing as part of its digital marketing strategy (based on the case study) and make specific recommendations on how the SMME can expand on the use of digital marketing channels and enhance its digital marketing strategy

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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:

1 Digital marketing plan: Prepare detailed digital marketing plan for the SMME by focusing on the six key components of a digital marketing plan. Your analysis must be supported by research about the market and consumers, trends and digital marketing in the specific industry. Highlight what the SMME is currently doing as part of its digital marketing strategy (based on the case study) and make specific recommendations on how the SMME can expand on the use of digital marketing channels and enhance its digital marketing strategy.