Affiliate Marketing and Digital Maturity: Evaluation and Recommendations for an Affiliate Website

Abstract

This report evaluates the digital marketing strategy implemented for Dr. Cooker's website, an affiliate marketing platform specializing in kitchen essentials. The project utilized the SOSTAC model to optimize the website’s performance, focusing on improving digital maturity, enhancing user engagement, and driving conversions. A situational analysis, including SWOT, Porter’s Five Forces, and PESTLE frameworks, identified key challenges such as poor user interface and limited e-commerce capabilities. Strategic goals were set to increase organic traffic, reduce bounce rates, and boost newsletter subscriptions. However, despite increased internal traffic and engagement, the target objectives were not fully achieved due to issues in social media performance and technical delays in newsletter implementation. Recommendations include combining long-term SEO with short-term SEM strategies, improving accessibility, and implementing marketing automation tools. This evaluation provides insights for future optimization of digital marketing strategies, ensuring a more effective alignment with audience needs and business goals.