Elements of Internet Marketing and Internet Marketing Mix

This document discusses the elements of internet marketing, including design, free samples, simplicity, nurturing, SEO, and convincing visitors. It also evaluates the internet marketing mix, including place, product, promotion, and price. Additionally, it compares internet marketing tools and examines interacting order processing.

INTERNET MARKETING
NAME OF THE STUDENT:
STUDENT’S ID:
NAME OF THE UNIVERSITY:
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Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Explain the elements of internet marketing......................................................................3
1.2 Evaluate the internet marketing mix.................................................................................3
1.3 Compare internet marketing tools – e-tools.....................................................................4
1.4 Examine interacting order processing.........................................................................4
Task 2:........................................................................................................................................5
2.1. Demonstrate the mechanics of search engine marketing................................................5
2.2. Write the copy for a suitable opt-in email marketing newsletter and follow guidelines
for best practice in online public relations.............................................................................6
2.3. You need to demonstrate how businesses can use new digital media communities, e.g.
file-sharing sites......................................................................................................................7
Task 3:........................................................................................................................................7
3.1., 3.2. Conduct secondary market research and design an online survey as part of your
research report........................................................................................................................7
3.3. Demonstrate the use of electronic customer relationship marketing applied in a
company of your own choice.................................................................................................9
Task 4:.....................................................................................................................................11
4.1. Produce an outline internet marketing plan...................................................................11
4.2. Create a presentation on pay per click advertising........................................................12
Conclusion:..............................................................................................................................12
Reference:................................................................................................................................13
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Introduction
Today the world is being digitalised every day and it has an impact on the world. From the
above context, it can be concluded that this digitalisation has the impact on the business
environment as well. It is very essential for e-marketing manager of the company to know the
elements of internet market and its impact. E- Tools of internet marketing helped to have a
modern approach to marketing which eventually help the company to increase its profit ratio
by increasing the sales and spreading awareness among the customers.
Task 1
A.C. 1.1 Explain the elements of internet marketing
The elements needed for internet marketing are:
 Design matter: for internet marketing, designing is a vital element. Converting the
normal visitors into loyal customers should be the aim of the organisation, therefore
designing plays an important role.
 Giving free samples: the company must provide their customers free sample of their
products. This helps the customers to know the company better and hence increases
the sales.
 Making it simple: the contents of the website and the products much have good
coordination, or it will confuse the customers and confused customers are less likely
to purchase.
 Nurturing and encouraging: the contents of the company’s website should contain the
solutions for customers’ problems. This often leads to higher sales.
 SEO: search engine optimisation is the best way to increase sales. If the company
wants to rank well in google then they must remember that the experience they are
providing to customers has a good valve for google.
 Convincing visitors: the company must well execute a good marketing strategy. The
strategy should be made in such a way it convinces most of their customer (Al-
Abdallah, 2015, p.619).
A.C.1.2 Evaluate the internet marketing mix
The internet marketing mix contains the 4 ‘ps:
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 Place: this describes the most suitable website for a product. The company must do
the placement of a product by concentrating on the customer’s wants. The placement
of a product must be done in such a way that it can reach most of the customers and
place in correct place also increases sales.
 Product: there must be strategies developed by the company according to the types of
products. These are also affected by the customer's demands. On the basis of the
customer's demand, the company must provide the quantity and quality of the
productStrauss, 2016, p.69).
 Promotion: this refers to the way how a company is going to promote its product. This
includes proper way of a communication.the company must create its promotional
strategy on basis of the market they had aimed. This strategy involves advertising the
product in social media and websites.
 Price: this refers to the value of a product the customer is willing to pay. The
company must offer a price which is both affordable for the customer and will cover
the manufacturing cost. When a new product is manufactured then the price must be a
little low and then slowly increase the rate when people starts liking the product (Al-
Abdallah, 2015, p.619).
A.C 1.3 Compare internet marketing tools – e-tools
GetResponse: this tool provides small business with everything they need for marketing in
virtual range. This tool also helps in creating call-to-action forms and landing pages easily.
This is the easiest platform for internet marketing as this is the only tool which contains
webinars. Some new features help the companies to maximise customers traffic and profit.
Mailchimp: though this is not an all-in-one internet marketing tool, but it is efficient in the
platform of email marketing. It is a good tool for the companies who budget is tight. It is one
of the best tools for email marketing as it has a large number of users. Some automation
elements are incorporated into it, which includes some campaigns of email marketing which
do not apply other vertical or which does not go beyond (Yogevet al. 2013, p.55).
A.C. 1.4 Examine interacting order processing
In order to present e-commerce in front of the customer, interactive order processing is a vital
process. The chief point is selecting the correct product. The selection of product also
includes creating the product's persona and having the knowledge about marketing. Keeping
in mind the demand of the customer, the price of the product and the standards of buying, the
persona profile must be created (VanScoyocet al. 2015, p.43). The number of loyal customers
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depends upon the type of service the company gives and the way of communication with the
customers as many browse the product, fewer customers shop and few customers buy.
Figure 1: Purchase funnel
(Source: VanScoyocet al. 2015, p.43)
Making the difference between general marketing and niche marketing is very important. The
company might say their customers that everybody can use the product but the company must
make sections according to the customer's need and the product's characteristics. The barriers
in online shopping must be removed by the company as making the customers satisfied is
very hard.
There are many steps in making order processing:
 Building trust and loyalty in customers.
 Enabling the customers to make easy decisions.
 Promoting
 Making the product easily findable
 Easy registration option for the customers.
Task 2:
A.C 2.1. Demonstrate the mechanics of search engine marketing.
It has become very essential to change according to the revolution of environment due to
globalisation in the business environment. Change is something very important for every
company to adopt, and if it is not adopted then the retention of customer and the productivity
of the company become very difficult to maintain. Now a day it became so necessary to
spread the company’s identity across the world and in order to do that digitalization is must
as because the world is being digitalized and everything is available online. In order to spread
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their business through online, they use the search engine which gives a platform for a
company to reach their product and information about it to the customers and also help a
customer to know about the products available (Leung et al. 2015, p.1556).
Search engine marketing can be defined as the platform where companies are able to
showcase their product and services such as pay per click and text based advertisement.
Keywords are the tools or hints for the search engine which helps a customer to show the
result as per the keywords. Keywords should be pre-planned before choosing keywords. In
order to increase the awareness within the customers, it is very necessary to adopt the search
engine marketing. It helps to spread the business across the globe hence increase the
productivity of the company. Online marketing have certain expenses, but these expenses
ultimately bring the increase in the productivity of the company (Shih et al. 2013, p.528)
A.C. 2.2. Write the copy for a suitable opt-in email marketing newsletter and follow
guidelines for best practice in online public relations.
Online public relation:
Business doesn’t mean manufacturing and selling in today’s world. It has become so
important to have interaction between customers and customer in order to make goodwill of
the company. This has become a platform where companies can have the knowledge about
the perception that customer having regarding their products. In order to have customer's
satisfaction and effective management, a good public relation is required. It also helps in
increasing the productivity of the company and also show day to a day basis companies
positive image (Mathews et al. 2016, p.820).
Best practices in online public relations are as follows:
 Identify the target public: at first it is important to know targeted public which will be
included in the process of PR management. People who have the impact on
company's growth and have the positive thought about the company are considering
as target people. After knowing the target public, we will separate them as employees,
customers, investors and prospects etc.( Gray et al. 2015, p.30)
 Collecting information: this is a step where we have to collect the information from a
different source and then we will analyse and review the content.
 Appropriate PR tool: using proper PR tool is necessary. In order to have proper PR
tool for a company, mission and vision of the company should be kept under
consideration (Payne 2015, p. 56).
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 Monitoring the implications: there should be effective control over the websites and
blog in order to avoid illegal and unethical activities.
 Performance evaluation: feedback is very important to know the result of it and it also
helps to know the effectiveness of the policies and strategic applied.
A.C. 2.3. You need to demonstrate how businesses can use new digital media
communities, e.g. file-sharing sites.
Digital media community can be defined as the effective platform or tool which helps the
company's activities easier. It helps to reach the business across the globe and also to have
effective marketing strategies. Basically, DMC is of two types – vertical social media and
broad based. It helps in maintaining the relation between customer and the company, aware
them about the company and also helps the company to advertise (Holland et al. 2013,
p.175). The following DMC help to grow:
 Blogging: blogging is tools which help a company to create the information the
company and also help to increase the reach of the company. It helps to create a job
for a group or individuals from which they can make money out of it. It also helps a
company to increase its sale of service and product and create a brand image (Chaston
2015, p.456).
 Facebook: it is basically a social media which help a company to increase its
popularity among the people as this social media helps to stay connected with each
other and it is the platform where one can interact with other. In today's world, it has
almost become mandatory to interact with others in order to know the reaction from
the customers.
 Twitter: again it is another social media which allow a company to advertise as it is
both social media and blogging site (Kalia et al. 2015, p.127).
 You-tube: it another social media which allow a company to make advertise through
videos. Companies use these media to increase its popularity.
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Task 3:
A.C. 3.1., 3.2. Conduct secondary market research and design an online survey as part
of your research report.
In order to evaluate the effect of internet marketing by the Adidas such as:
Heads Status before implementing
internet marketing (2009)
Status after implementing internet
marketing (2010)
Sales Euro 236.39 million Euro 356.36 million
Market share 5.8% 11%
Distribution channel 93 stores 190 stores
Consumer base 2.00 million 2.90 million
Profit share 58.44 million 136.22 million
Interpretation: the above table shows the effectiveness of implementation of internet
marketing. It shows that internet marketing helped Adidas to increase its productivity, market
share, sales etc (Winer and Neslin 2014, p. 639).internet marketing helped Adidas to increase
the reach to the customers by spreading the awareness and it also helped Adidas to target a
large no of customer hence sales has been increased. In order to fulfil the demand of the
customer, they use this internet marketing to know the response from the customers which
help them to know exactly how many stores to open in the different location to increase the
sales profit ratio. It has been analysed that after one year there is huge increased amount in
sales after the implementation of internet marketing. It helped to determine the demand of the
customer so that Adidas increased it store online as well as offline in order to meet the
demand of the customer in the different location. They started showcasing their product
through their websites using internet marketing as it is not possible to keep every product in
every store. Adidas always tries to target all age group in order to get the appropriate
response from them (Rastogi and Khan 2015, p.182).
It has been noted that the sales have been increased with the help of increasing store. Making
product available online, made customers to get more relevant products as per their need
hence profit are being increased even through online purchasing.
Online survey design:
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S.
No Questions Most
likely Likely Dislike
1. Task become more easier with online purchasing
2. With high discount and different offers online purchase
become more attractive.
3. Basically online and offline purchasing has no difference in
between.
4. There are different modes of payment which is beneficial for
users.
5. Users have adequate level of benefit through online
purchasing.
6. Various range of product are available through online
purchasing rather than offline purchasing.
7. Over internet the quality of product is poor.
8. Online purchasing sometimes consist of huge risks.
9. Users have facility to avail the product by COD, cash on
delivery.
10. It is beneficial for users to save their money and time by
online shopping rather than offline shopping.
11. There is no difference between the online shopping products
and offline shopping products.
12. There is a benefit of after sales service in online shopping
which is not available in offline shopping.
13. There is more flexibility of the users with online shopping as
compared to offline shopping.
14. Users don’t have to bargain as they get lots of effective offer
in online shopping.
15. Return policy that is available in online shopping is much
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more effective than offline shopping.
Table 1: online survey
(Source: As created by author)
A.C. 3.3. Demonstrate the use of electronic customer relationship marketing applied in
a company of your own choice.
One of the marketing strategies for Adidas is customer's relationship marketing. They always
try to fulfil the needs and wants of the customer in order to make strong relationship with the
customers who also help to build the affective base of loyalty to hold the customers for the
longer period of time (Luo et al. 2014, p. 879).
A different element of CRM:
Elements Description
Be relevant Adidas Ltd, need to provide proper information to the customer in order
to help the customer to buy the product more easily.
Be responsive Adidas should be more responsive to the customer in order to build
strong relation and answer all question asked by the customer.
Be respectful
When Adidas deal with customers or provide information about the
product is very important for them to give proper respect to their
customer.
Be Authentic
It is very important for Adidas representative to provide exact and
original information to their customer requirement. Providing wrong
information or hiding any information related to their product effect their
brand image.
Table 2: Different elements of CRM
(Source: As created by author)
Benefits of the CRM such as follows:
Heads Description
Provide consistency in their experience In order to improve the experience of the customer,
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Adidas should take help of this approach or technique.
In order to solve that, Adidas should answer the
problem, queries and doubt of the customer within
given period of time.
Adequate feedbacks
Adidas should concentrate on their customer feedback
in order to enhance the customer’s experience. In
order to do that Adidas should solve the problem,
queries of the customer. Feedback also helps to know
where exactly there is need for improvement.
Profitability
In order to have loyal customers, it is very necessary
to satisfy the customers as loyal customer eventually
help in increasing profit.
Customer advocates
It is very crucial to have satisfied customer for mouth
publicity as it is one of the most effective publicity. In
order to do that customer should be satisfied. Once
that is done mouth publicity will take place.
Table 3: Benefits of CRM
(Source: As created by author)
There is an adequate level of support by the e-commerce customer relation. With the
introduction of modern technology, the customer relation has been enhanced. Technology
helps the company to interact with the customer through emails, online chats etc. It also helps
to evaluate the performance through feedback, ratings etc (). Adidas get more benefits from
e-commerce such as solving the customer problem immediately, showcasing their various
product and discounts that they are giving. In order to help a customer to get the information
about the product they want, Adidas Ltd websites have its own live chat option which allows
a customer to sort out their problem immediately. This facility helps Adidas to attract more
customers as they build a strong relationship with the customers using e-commerce customer
relationship marketing (Fritz 2013, p. 483).
Task 4:
A.C. 4.1. Produce an outline internet marketing plan.
Outline of an online marketing plan is as follows:
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Stages Activities Brief
Stage 1 Preparation of content In order to become the customer preference Adidas
Ltd. Should have the effective design.
Stage 2
Selection of adequate
mode for
representation
For promotional activities, Adidas can use no of modes
such as blogs, audio or video ads, pictorial presentation
etc.
Stage 3 Setting keywords
In order to be on top over other companies,
management should use proper keywords such as
shoes, footwear to make relevant customer's search.
Proper keywords should be inculcated to make the
more attractive headline and posts etc.
Stage 4 Promotion of posts
In order to promote their product and spread the
awareness of the product management use different
social media such as face-book, twitter, you-tube,
which allows them to create their own video as their
product advertisement.
Stage 5 Analysis of the
performance
In order to evaluate the performance, such tools like
Google Analytics and Hub Spot management of
Adidas Ltd. Use to know the effectiveness and
usefulness of the websites. It also helps to analyse the
performance of the company as well.
Table 4: Market plan
(Source: As created by author)
A.C. 4.2. Create a presentation on pay per click advertising
(Refer to ppt)
Conclusion:
It has been mentioned above about the significant search engine marketing and online public
relation. So it can be said that online public relation and search engine marketing has a great
importance in the business environment as it helps the company to increase its sales through
different marketing strategy and it is very much beneficial to increase the growth of the
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company's profit. Making proper strategy is very important and this is done by the e-
marketing manager of the company. So in order to have effective and appropriate strategies, a
role of a manager is very vital. The manager has to build proper strategies in order to be on
top.
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