Development of an online marketing concept and action plan based on the newly developed website

Abstract

The client is currently not following a marketing strategy and has undervalued the importance of such in the past, due to which the main customer acquisition was based on networking by individuals with former ties to such clients. The contracting party now developed a new website and wishes to use it as a new, important lead generating tool. To increase the success of this implementation, an online marketing strategy and an online communication channel mix based on the website was developed to support the customer acquisition process.