Beauty and the Budget: How to manage your e-marketing budget for successful year on year return on investment…

It’s that time of year again and the magic sparkle of retail is in the air. Many retailers are hoping for a seasonal Christmas boost in their takings to see them fruitfully through to the New Year 2017. So what happens when a client of yours asks for e-e-Marketing at Emarkablemarketing advice as to how they can ensure good takings all the year round – not just at Christmas? To their dismay it is only their website’s stream of business that is at times sporadic rather than regular- it’s either a feast or a famine. Their online sales are predictable neither in terms of seasonal nor economic trends. Christmas time in the economic climate of the past few years has not provided the expected boost in online sales, despite the expense of building and maintaining an e-commerce component to their business.  Industry quotas demand a steady flow of business and your client needs to ensure that they are capturing their market consistently from every angle. To compete – they need a profitable online sales presence. What are they to do?

The following article addresses this question by exploring what key steps a client should take to evaluate an industry website presenting with irregular sales cycle issues. So, despite being designed by a top web designer and making an excellent first impression, what else should be in place or be regularly evaluated, to ensure that the website has the ability to attract prospect consumers, generate sales leads, close sales with online payments, and continuously attract a steady stream of business across the company’s target market? Given that the business is beauty – and competition is fierce – we chose Delovely Beauty Academy Ireland as our casing point.

In the following article we propose an industry general nine-step evaluation strategy that this business must, and has since developed, to build on their website’s successfulness, and constantly so, in order to inform their marketing resources across the budget year. You can find the article for download by following the link in the Christmas edition of the Information Systems and Economics eJournal publication below:

Cowley, M. (2016). Feast or Famine: The 9-Steps of Website Evaluation in Beauty Industry. Forthcoming in the Information Systems and Economics e-Journal, Vol.8, Issue 118, Dec 1st 2016.


Published 2nd Dec, 2016| Michelle B. Cowley PGDipStat BA DPhil, Marketing Manager at

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.