Internet Marketing: Elements, Evaluation, Tools, and Customer Relationship Management

INTERNET MARKETING

INTRODUCTION
There are various platforms to conduct marketing activities and with trend internet
marketing is making it's own place in the world of business environment. Online marketing is
use to promote the business online by different methods. In simple terms, online marketing is a
process of promotion of a brand, product or service over the internet. Internet marketing is used
to take traffic on the website for increasing the sale in the business. Use of the internet increase
so that the business also grown on the business and so much companies running on the internet
with the different ideas and sell different product and the service in the market so to give the
knowledge about the product which introduce in the market internet marketing is use to promote
the business. This project will showcase the value of the Internet marketing for the e commerce
business and also explain about the other methods that use for the internet marketing and give
knowledge for the same (Internat, 2013).
TASK 1
1.1 Elements of internet marketing
Internet marketing is a process of promoting product or service for their brand through
electronic media. Digital marketing is used to take more crowd on their site so that they would
get to know about the product which they sell through their site. Digital marketing is made via
internet, social media, mobile phones, radio channels and by television. Internet marketing is
used to promote E- commerce and for E- business. E- Commerce stands for electronic commerce
which defines buying and selling of goods or services and receiving the payment from buyer.
AMAZON is a perfect example of E- commerce website. E-business refers to the trade which is
done on internet only. It is the business which uses internet technology to improve the
productivity and profitability in market. For e-business, advertisement is the primary source of
revenue.
E - Commerce is an electronic mode where by businessman can buy and sell products
and services to consumers through electronic methods. It is widely concerned with internet
services and customers need not to meet the buyer face to face.
In the modern world, all the organizations are moving towards online transactions rather
involving in traditional business exchanges as customers considers this as the most convenient
way of doing business.
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Further, in order to operate the business effectively in competitive market place, it is
crucial for the entity to conduct micro and macro environmental analysis. This will assist the
business entity to ascertain all such factors that impacts the business decisions.
Below are the elements which are used for effective internet marketing:
 Create- The content which is used on website and that thousands of people will read
should be remarkable. This is the first step for successful marketing over internet.
 Optimize- that optimize the result of search engine to show the site in the priority. For
the Internet marketing the result has to be see on the priority base. Which will help to
show the result on the priority on the internet pages so more and more people open it for
reading (Hirschmann, Wanner, 2014).
 Promote- Internet marketing can be done through social media. People uses social media
on daily Basie but the promotion should be on perfect place where the maximum crowd
reach as per the targeted audience. The promotion should be at right place and that
depend upon the targeted customer.
 Analyze – It is an important element which assess that whether data used for promotion
is working or not. If it is not working well as per the expectation then they can change the
same to make it more effective.
Internet marketing is a way to introduce the product and service in the market and give
knowledge for the same. Internet marketing is use to attract the consumer toward the product or
service so that maximum people purchase the services and the product from the market. This
give a direct effect on the sale of the business for that it is use by the business (Malaval, and
Bénaroya, 2013).
1.2 Evaluating the internet marketing mix
The internet marketing mix refers to four Ps, that is, product, place, price and promotion.
 Product - The product which is used for internet marketing can be tangible goods or
intangible services which will fulfill the demand of customers. Product is useful for the
purpose of showcasing that business has availability of several products that could meet
the demand of clients.
 Place – It refers to the way in which product will reach to the customers. This defines the
place where product is placed on the internet that has to be perfect so as much as people
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can see the advertisement regarding this. Place should be appropriate and convenient so
that customers can purchase the products effectively.
 Price - It is the most important elements for customers. The internet uses different price
methods for marketing which will be helpful for them. The price of the product should be
as per the targeted people. Appropriate and cheaper prices always influence the
customers to change their purchase decision; however pricing of the products also
changes the demand as well.
 Promotion – It consists of advertisement, sale promotion and customer . The promotion
must be done in a right way so that more traffic on their site can be attracted (Van Oes,
Van Heerde, and Dekimpe, 2010). Promotional strategies should be appropriate so that it
could change the purchase decisions of clients.
1.3 Internet marketing tools, e tools
To achieve the decided target in business, internet marketing is having some electronic
tools to use. These are different tools used by distinct websites as per their requirement-
 Email marketing - This is now the important tool in internet marketing. By email
marketing, many online businesses keep sending e-mails through which they introduce
the offer or new product in the market. By the email marketing costumer can maintain
their relationship with the consumers.
 Social media - Now-a-days, social marketing is the important marketing tool to
introduce the product and services in market. Social media tools like Facebook and
YouTube are in trend and that are now mostly use by all companies (Wißmeier, 2013).
 Company website – It is one of the most common and useful tool for internet marketing.
This is important to develop and make changes time to time so that people can get exact
information about the firm which they require.
 Digital marketing can be used by Smart restorations Ltd and under that numerous
techniques such as internet marketing and radio advertisement can be adopted. Through
this, customers can be attracted.
 You tube is yet another source through which customers can be provided information
about the company’s products and services.
 Mobile tools can also be adopted because customers usually have great access to mobile
services.
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Thus, as per the mentioned techniques, Smart Restoration Ltd can adopt digital
promotional techniques under which advertisements can be provided about company’s
services.
1.4 Interactive order
Customer satisfaction is important element for a successful business. Interactive order
process is a procedure which serves customer's order from the receipts of the order, until the
goods are delivered to their customers. In this process that start from the product packaging to
transferring the goods to other party. The interactive order is start from when a consumer buy
different product from the market and purchase the goods and that also involve the steps of
picking product, packing and the delivery of the packed items to the shipping carrier. This
process is for the fulfillment of the customer needs. The process starts with selecting a product
from the market place. The picking that consist about the quality of the product which satisfy
costumers order. The next step come sorting as per the internet marketing which is the process
separate items as per the destination. The third step is delivery of the product that has be correct
because that will fulfil the demand of the customers and that is important for every business
(Totten, and Cross, 2015).
Since, it includes online transaction; therefore it has the policy of secure transaction
which encourages the customers to change their purchase decisions. Online payment should be
given to the customers as that is highly convenient. However, on the other hand, the process has
some security issues; hence most often it restricts the consumer to shop from online sources. This
is the systematic procedure that could be adopted by Smart Restorations Ltd.
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