E-marketing/ online marketing assignment

You are an e-commerce expert and you have some friends who own their own local bookstore. The husband and wife team have owned this company for 20 years and have built an amazing business that is very successful to the local community and is known to have an amazing collection of rare and exotic books. However, due to the World Wide Web, bookstores have had challenges, as Amazon and Barnes and Noble and other online companies have hurt their business. You have been hired by the owners to help craft an e-marketing strategy to improve their local sales and introduce the ability to sell their books online.

You are an e-marketing and e-commerce consultant. Mary and Joe Johnson, the owners of Book Bunker, have hired you to help them improve their sales both online and in their store. The Johnsons do not currently have a website, and are unaware of social media. They have asked you to develop an online strategy to create advertising to improve the number of walk-ins into their store as well as the ability for anyone that has access to their site and purchase books. You will need to write a 5 page (2,500 words minimum) business report outlining your ideas and strategies to improve their online business and increase their advertising via the World Wide Web.

1. Even though we dont have a website today, I would like to understand various features we should have on our website.
2. Help us decide where we should advertise online, should we use banner ads? What sites should we choose to ad? What keywords and adwords should we choose?
3. Give me a report on the ability to advertise on the internet locally vs. globally. We want to sell books everywhere, but we also want to increase our foot traffic into our local store too.
4. Lastly, we have heard about customer relationship management systems. Could you describe what these are and tell us how we could utilize this new technology to improve our sales?
Please note, my wife and I are not completely comfortable with social media, so please do not include any recommendations for social network sites.