SEO for Desklib: Internet Marketing and Search Engine Marketing Optimization

This guide provides insights on internet marketing and search engine marketing optimization. It covers the advantages and disadvantages of these strategies, the mechanics of search engine optimization, the benefits of email marketing newsletters, and the importance of online public relations. It also offers expert insights on SEO for Desklib.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ..........................................................................................................................................3
1.1................................................................................................................................................3
1.2................................................................................................................................................4
1.3................................................................................................................................................5
1.4................................................................................................................................................6
TASK 2............................................................................................................................................8
..........................................................................................................................................................8
..........................................................................................................................................................8
........................................................................................................................................................10
TASK 3..........................................................................................................................................15
3.1..............................................................................................................................................15
3.2..............................................................................................................................................15
3.3..............................................................................................................................................17
TASK 4..........................................................................................................................................17
4.1..............................................................................................................................................17
4.2..............................................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES .............................................................................................................................21

INTRODUCTION
There are different ways to promote the products and services in the market to
accomplish in long and short terms of the vision in a effective manner by the organization. In the
changing world of technology digital promotions are growing very fast and it helps to create
awareness about the company among the customers. Internet is play a very important role in the
place of marketing. Internet marketing is a method used to promote service and products by the
help of internet. It makes the work or the process of marketing more easy and fast. This is
assisted to send the message to the mass customers to earn profit in the competitive market with
the help of good advantages (Christiansen, 2011). It also helps in generating demands of the
products. Promotional methods have different ways that includes social media, emails. This
present is based on internet marketing of Restoration Limited that also consists of various
elements of internet marking.
TASK 1
1.1
Internet marketing is a process that makes the business run in a smooth way without any
problems. By the help of internet marketing products and services are promoted in the market. It
also consists of different elements that are used by the marketers to promote the products by the
functions of marketing. Its a way to create customer's attention towards the offered products and
services (Miller, 2010). This is the great opportunity to the marketers to pass a message to the
targeted customers to earn gain in the competition market. There are various elements that can
used by the Restorations Limited and internet marketing as follows-
E-commerce: Its a element through which awareness is given about the product of any
brand with the help of internet. Its a type of online shopping. E-commerce has helped the
customers by providing them products in wider range and in competitive prices. E-commerce
means Electronic commerce (Yamin, Bitton and Bates, 2010). Its a easy way to buy, sell,
distribute and also market goods. Even transfer of funds are also done through the help of
electronic communication. Its mainly referred as online commerce. This provide some of the
advantages to the company that this method saves the time of the people and they get the
services at their home. Disadvantages are also attached with this method that some people done
know how to access internet so they cannot buy products from companies online store.

Digital marketing: Its a method that can be adopted by any organization to convey the
necessary informations about the product to the potential buyers. This is the way that a marketer
uses to promote the services and products by the help of electronic devices such as laptops,
computers and also the smartphone. It cover a large market size for the product of the
organization (Mathews and Bianchi, 2010). Social website, company website and restoration
limited emails are the pages that help to perform the digital activities in the market. Through this
work can be easily handled and people can get the data quickly. If some electronic related issues
happened then it will take some time to recover. Sometime data may also lost from the electronic
gadgets.
E-Business: Its a internet marketing component. It has defined as the conducting the
trade function of the company with the use of various devices that develops demands of the
products and services. Goals and objectives of an organisation can be met by using internet
marketing to segmenting, targeting of the customers in the market. The elements of internet
marketing helps to understand the potential changes in the environment that effects the growth of
the business with the organisation. Through this method, the manger can easily segment the
people and target the customers. Some disadvantages are also attached with this kind of business
that they cannot attract people who don't about internet.
1.2
Internet marketing mix is a usage that refers 4PS of marketing that are product, price,
place and promotion. Its a role played by marketing mix to achieve the predetermined targets of
the business organisation (Chen, Fay and Wang, 2011). For the online services one can also
include people, process and physical evidences in the marketing planning. It can also differ little
bit from ordinary components of the market. The four PS are as listed below:
E-product: Product is the initial element of the marketing mix. Every organisation must
develop a demanded community of the customer because its important. If a product is purchased
then the customer get a email a URL form where the product is downloaded. The product can be
digitally encoded then transmitted rapidly, cheaply and accurately. Its a type of link that is
mailed to the customer upon the purchase of the product or the services. All the information
about the product is provided to the customer by the help of internet. In this the customers are
not able to touch the product but can read only the details about the offer on the company's
websites (Kozinets and et.al., 2010). Through this approach customers can choose the products

according to their choice by watching the images. Sometimes, customer get product that is not
exactly in the image this may be the disadvantage for the users.
E-price: Its a value paid by the customer on the purchase of the goods or the services. Its
the monetary value of the product and services that are available in the market. To create demand
in the market the cost of the market products play a vital role. Its a value of a company that
measures the current share of price related to the per share earnings of the product in the market.
Marketing online and selling the product to the customers creates challenges for the organisation
to determine the price of the products (Tse, 2013). People can pay for their services through debit
and credit card via e-transaction. Sometimes third party can also fetch the data of that customer
this may be disadvantage for the customers.
E-place: In marketing mix place is referred to the different route, channels through
which the supply of goods is done to the source to the final user. Wholesalers, retailers,
distributes and intermediaries are also know as place used for the moving of goods. If the goods
are sold properly in the right place then its a great chance of sales for the longer time. Customer
can get the products through companies websites and intermediaries. When company offer
services at home then may be customers are not get satisfied with the services.
E-promotion: Its a way to spread awareness of the product and the brand among the
customers through different activities (Sweeney, MacLellan and Dorey, 2015). Its also includes
promotional plans and promotional mix. Online is a big community and through this the firm can
attract many customers and can create a strong customer base. If they will more focused on the
online marketing then some people will not be aware of the services.
1.3
Internet marketing mix is the process to sell the product and services by the help of
internet. Its a very easy way to sell and purchase the goods online sitting at one place. Internet as
changed the ways of purchasing and selling the products and services (Jambulingam and Sharma,
2010). There are various types of internet tools used by Smart Restorations Limited for the
internet marketing operations. Tools that are used for the operations are digital radio, internet
protocol television, Facebook, digital television,Twitter- fed that are used for the better relation
with targeted customers in the market.
Company website: Smart Restorations Limited, when start a business online has a create
a website so that the customer can get the details to the product. Restoration Limited has a

official website that assists to deliver the needed informations about the products to the client.
This also aids to increase the image of brand and loyalty of the customer's that is needed for
every business firms so, that their can meet the targets. If companies website is attractive then its
can create a strong customer base. If website is not good then people will not purchase such
products from such organization.
Online payments: This system of online payment has helped the customer's a lot because
it has reduced the waiting time for the payments. Its a easy process to do the payments for any
of the products or services purchased online (Hoffman and Fodor, 2010). Distribution online
provides high convenience to the customers to the direct delivery of product as well as the
payments that are online. It also assist to facilitate the purchaser to pay the value of the goods
through the internet. Time can be saved from the online payment and customer also get some
attractive offer if they pay for goods via debit and credit cards.
Online Advertisement: To increase the demand of the product in the market the
organisation place ads so that the customers get attracted. Advertisement can be done by the help
of images and videos for the product and gain attention of the customers. Videos are used by the
organisation to do online advertisement. Through these promotional activities firm can create a
strong base of loyal customers and can increase their sales.
Smart Restoration Limited can use digital TV, digital radio, you Tube and mobile in
order to promote the services of the company. These all methods are very effective.
1.4
Interactive order processing is a method to serve the customers order, the receipt of the
order, still the delivering of the product to the customer (Moe and Trusov, 2011). Its a easy way
of online business. To gain profit and advantages in the competitive market the customers trust is
most important to the setup of the business organisation. This is the way to convenience
approaches for processing orders of the customers (Trusov, Bodapati and Bucklin, 2010). The
organisation must develop own portal where the customer as access to search the product or the
services by the better convenience. There are steps for this process as follows:
In the case of Restoration Limited company can make or develop its own online portal
that can provide all the facilities to the customers so, that their can use the site to search the
product of furnitures. It will be easy for them to search variety in the furnitures.

In the second step the customer can choose the product online according to the
requirements. In this the customer selects the order quality.
In the next step the customer checks the place to receive an order of the furniture of the
company. Its the stage where the customer checks the receiving place of the order by the
company.
And now, in final step the payment is checked. If its online payment or cash on delivery
or by debit card and credit card, gifts cards or coupons that helps the customers get disconnt on
the purchased product (Michaelidou, Siamagka and Christodoulides, 2011). This is the way in
which the company assists the customer in the better way to place an order. Customers can also
pay for their services through merchant services, online payment system and so on. Through this,
smooth functioning of the organization can be ensured by providing the quality services to the
people on the basis of their requirements.

TASK 2

Mechanics of search engine marketing optimization is the step in which the visibility of the web
pages are affected. Its a step in which the web pages of the sites are affected in the web search
engines. Its a unpaid results.
Advantages of search engine marketing optimization are:
Continuous flow of free and Targeted traffic, Free means which is not being paid, its
done when the customers utilize the promotions that paid channels. The cost will altogether
diminish on the off chance that is used. Its a way to maximize the efforts of the business.

Create new avenues for small business and its valuable for the social media also.
Disadvantages
It takes lot of time for SEO to show effects
Long wait to get ROI
To be competitive, it requires a lot of investment
There' s no assurance that it will work for sure
Left at mercy of an algorithm

It’s the effective way to increase the sale. It’s very much useful to deliver the messages to the
targeted market. It’s a very effective way to transfer the message to individuals. There are
various types of benefits for e-main marketing like as follows:
Low cost
Target customers for the brand
Segmentation
Calls to action
Easy to create
Easy to track
Easy to share
Global
Immediacy
Return on investment
E-mail marketing newsletters are a written message that is sent out to the regular interval of time
to the subscribers. It mainly focus on providing the information in which on sales promotions it
done less. This helps the product of the business to establish firmly in the fields like experts. It’s
a method to keep the customers updated by providing the details about the product or services.
This is done on regular interval of time. Customers are given all the information about the
services and the product on the regular timings, but less on sales promotions.

The result of such kind of relationship can be measured on the basis of knowledge, attitude and
communication activities that are performed in the organization. Online public relation is a
planned process that is based on the firms mutual understanding between the organizations and
in its public. It also focuses on the maintaining the goodwill of the Smart Restorations Limited.
Advantages
This strategy provides more competitive advantage over its rivals who are not using this
approach.

Through this the enterprise can also create a perception of the firm that they are more active.
Disadvantages
Demand of company’s products and services get increased. The enterprise needs a publicist who
can manage and generate the publicity of the business.
They need an appropriate media in order to target the customers.
The enterprise can also use some of the offline techniques in order to support the online media.
Such tools and techniques are newspaper advertisements, company brochure, printed material
and so on. The firm can give a advertisement in the newspaper that company is also provide its
products and services at relevant price. They can use some brochures and printed material in
order to promote online services.

Customers are using the content of the file that they shared on the companies website so they are
the owner of such content and file. This is important for the business organization as they are
using the content of such files in order to protect the data. Some file sharing services that are
used by the industry are Dropbox and Google drive. The Smart Restorations Limited can use
such tactics in order to manage the online reputation such as monitor everything, ask reviews and
can join niche social network. Through these companies brand image can also be improved.

TASK 3
3.1
The marketing manager of Smart Restorations Limited have to conduct a research in the
market so that customer relationship can be managed. By following the research the manager can
identify the need of the people and provide products according to their demand so that the
organization can sustain its competitive advantage over its rivals. In secondary market research
the company can gather the information from journals, government policies, internet sources,
newspaper and research papers (Heller, 2010). From the journals they can get the current
information and research papers are prepared by the experts so companies can get an idea about
the market. The firm can get the up-to-date data from the internet source. Government records
are easily available and from this they can get the data and can use in research studies. After
collecting all the information consumers satisfaction level can be enhanced and brand image can
be improved. On the basis of collected information firm can perform strategies in order to
improve the customer relationship management. Smart Restorations Limited develop a nation
wide plan so that they can create a base of loyal customers. The firm also offer some discount to
the people if they purchase in bulk so consumers satisfaction can be increased. High level
technology is used by the enterprise in order to manage the customer relationship management.
Through this the industry can identify the purchasing behaviour of the end users and according to
that they should provide products and services to the users. They can also identify the review of
the customers by using the feedback mechanism and online tools such as monitoring, customer
expectations and so on (Taylor and Strutton, 2010). The entity can use these secondary data in
order to provide products that are in demand so that customers satisfaction can be achieved.
3.2
Online research survey is designed in order to examine the satisfaction level of
customers. The satisfaction is measured in the terms of values of the products on the basis of its
price, quality and features that the company offered with their services. Smart Restorations
Limited conduct this survey on their website and collect the information from them when
purchase is made (Corley II, Jourdan and Ingram, 2013). Companies are performed this kind of
activity so that they can get the reviews from their customers and identify that they are satisfied
with the products of the entity. The firm can also gave gift to those consumers who fill that

questionnaire. Some people thinks that there are risk attached in the online shopping so they
don't want to purchase anything from the companies website. There may be open ended and
close ended questions in the questionnaire and on the basis of these customer satisfaction can be
identified (Juon, Greiling and Buerkle, 2011). The online survey of customer satisfaction for
Smart Restorations Limited is stated below as:
1) How long have you been the customer of Smart Restorations Limited?
 First purchase
 Less than 6 months
 Around one year
 1-2 years
 More than 2 years
 I haven't made a purchase yet
2) How much are you satisfied and dissatisfied with the services of the company?
 Very satisfied 
 Somewhat satisfied
 Neither satisfied nor dissatisfied
 Somewhat dissatisfied
 Very dissatisfied
3) Do you think employees are well behaved and trained?
 Yes
 Neutral
 No
4) How would you like to rate the prices of products?
 Excellent
 Above average
 Average
 Below average
 Poor
5) Have you ever contacted customer services of Smart Restorations Limited?
 Yes
 No
6) How well do the services meet your expectations?
 Extremely well
 Very well
 Somewhat well
 Not so well
 Not at all well

Link
https://www.surveymonkey.com/r/Preview/?
sm=IYcCPvITTHaLWzbSUQshydVqyIK7Os4dT0_2F5nux_2FRTbbn9pSvBwZe39_2FYg
Ah9k_2FK
3.3
Customer relationship management is a technique that is used by the Smart Restorations
Limited in order to develop the satisfaction of customers. If a relationship is established between
the buyer and seller then brand loyalty can be increased, cost can be decreased and the sales
person can easily target the people. Electronic customer relationship management is a technique
that is used by the firm over internet (Pomirleanu and et.al., 2013). These technological based
approaches are email, chat room, websites and other channel that help the firm in order to
achieve the objectives of CRM. This process increase the efficiency of the firm and it also
improve the communication with the consumers. So, the enterprise will be able to identify the
needs of the people and provide products according to their demand. The firm focused on this
approach in order to increase the customer satisfaction towards the products and services.
Through this approach the relationship can be improved and the industry will be able to attract
loyal customers. These people will purchase products and services from the firm when they see
some unique features. They doesn't care about the prices of the commodities. When this
approach is implemented by the firm then they can identify the needs and preferences of the
people through online survey (Dehkordi and et.al., 2012). So, when that consumer comes next
time to purchase any product they the enterprise can suggest some similar products according to
the preferences. Sales can be increased of the firm by following this strategy. People can also
share their views on the services of Smart Restoration Limited and overall performance can be
improved of both the firm and the employees.
TASK 4
4.1
Internet marketing plan is developed by the Smart Restorations Limited in order to
increase the sales and revenues of the organizations in the competitive environment. There are

number of companies who are dealing with the furniture so competition is their in market (Sin
Tan, Chong and Lin, 2013). So, plan is developed by the industry so that share can be increased
in the market. Situational analysis can be done on the basis of SWOT. Through this model the
entity can identify the internal and external factors that affect the business operations. The
SWOT analysis of Smart Restorations Limited:
Strength: The firm have strong brand name in the market and they also focuses on
technology so the products and services are more innovative (Jobber and Ellis-Chadwick, 2012).
The company also maintain the data of its customers and its relationship with supplier is also
good.
Weaknesses: The firm doesn't focus on the legal laws that the government made for the
smooth functioning in the market. They provide their products and services in London so they
have to expand their business.
Opportunities: The enterprise can offer its products and services in developing countries
so that brand name of the company can be improved. Smart Restorations Limited can also
expand its product portfolio (Bailey, 2011). The firm can develop a email campaign in order to
improve the customer relationship management.
Threat: Lot of competition is their in market so it can decrease the performance of the
company (Roberts and Zahay, 2012). New entrants are their who provide products and services
with some extra features so Smart Restorations Limited will not be bale to increase its profits.
The firm can use the pestle analysis in order to identify the external factors that affect the
performance of the Smart Restorations Limited. The firm set some objectives for its new
campaign and these goals are to increase the market share of the company, to enhance the
customer satisfaction by providing the products according to their demand and to improve the
brand image of the company as compared to the competitors (Fritz, 2013). If the industry receive
the continuous feedback from the customers then they can improve the overall performance of
the firm.
4.2

CONCLUSION
From the above carried out analysis it has been observed that internet marketing is an
essential tool for business organisation because this help in order to meet their long and short
term vision. This report explained the elements of internet marketing along with it marketing-

mix, comparison of e-tools with internet marketing tools furthermore the analysis highlighted
that mechanics of search engine, importance of public relationship in online marketing, email
marketing, and use of digital media communities such as the file sharing. Furthermore it has
been analysed that plan of marketing research, online survey as well as the Demonstrate how the
use of electronic customer relationship marketing can be used to manage and analyse customer
interactions. Smart Restorations Limited can identify the internal and external factors that help
the firm in improving the performance.

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