Internet Marketing: Elements, Evaluation, and Tools

This document provides an overview of internet marketing, including the elements of internet marketing, evaluation of the internet marketing mix, comparison of different internet marketing tools, and a demonstration of the mechanics of search engine marketing and opt-in-mail marketing newsletter. It also includes guidelines for best practices in online public relations.

Internet Marketing
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing..............................................................................................3
1.2 Evaluating the internet marketing mix...................................................................................4
1.3 Comparing the internet marketing tools................................................................................5
1.4 Working of interactive order processing................................................................................6
TASK 2............................................................................................................................................7
2.1 Demonstrating the mechanics of search engine marketing....................................................7
2.2 Showing suitable opt-in-mail marketing newsletter..............................................................7
2.3 Guidelines for best practice in online public relations...........................................................8
2.4 Demonstrating use of new digital media communities..........................................................9
TASK 3..........................................................................................................................................10
3.1 Conducting secondary market research to gain an understanding of the market................10
3.2 Designing an online survey to understand perception of stop shoppers..............................11
3.3 Demonstrating the use of electronic customer relationship marketing for analyzing
customer interactions.................................................................................................................12
TASK 4..........................................................................................................................................13
4.1 Internet marketing plan .......................................................................................................13
4.2 Creating poster presentation on pay per click .....................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
Internet marketing is considered as the most important field of business under which
different business activities are integrated for the purpose of increasing overall rate of return. The
basic purpose of corporation is to increase customer base and promote the products and services
at international marketplace. Present report is based on Smart Restorations Limited which is
located in London (Angulo-Ruiz and et.al., 2016). The corporation is offering varied office
furniture in accordance with specific need of buyers. However, adverse economic condition raise
the need of changing the business strategy in order to create competitive edge of the firm in the
marketplace. For this purpose, firm is planning it come on e-commerce portal for marketing of
products and increasing customer base. Further, elements of internet marketing has been
explained along with evaluation of marketing mix. In addition to this, mechanics of search
engine marketing has been demonstrated with suitable opt-in-mail marketing newsletter creation.
Apart from this, market research has been conducted for assessing perception and reviews of
buyers. Moreover, marketing plan has also presented by focusing upon different promotional
strategy (Balmer and Yen, 2017).
TASK 1
1.1 Elements of internet marketing
There are different elements of internet marketing which contribute towards preparing the
effective marketing plan for meeting long as well as short term objectives of the business in the
marketplace. For this purpose, Smart Restorations Limited can use following mentioned internet
marketing elements for promotion of different furniture products- Pay per click-It is the internet advertising model under which traffic is created to
websites. Here, advertiser pay to publisher when a particular advertisement is clicked. In
this manner, pay per click is used for increasing sales turnover of business in the
marketplace so that accordingly expectations of related stakeholders can be met
effectively (Bianchi and Mathews, 2016). Search engine optimization (SEO)-SEO is used for the purpose of increasing search
rating of website. For this purpose, e-marketing management of Medium Blue Search
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Engine Marketing tend to focus upon developing the effective website which contain all
important information satisfying the need of buyers in an effectual manner. E-mail marketing-This is another method of promotion of products and service which
assists Smart Restorations Limited to directly engage with customers in order to increase
their attention towards work (Bradley, 2013). This proves to be effective to cater need of
buyers and support them in achieving long as well as short term objectives in the
marketplace.
 Social media marketing-Social media marketing strategy is used by many companies for
promotion of varied products and services. Generally many buyers follows social media
marketing as large mass of buyers can be attracted at a time. In this manner, social media
marketing is considered as the most effective approach for increasing sales turnover of
company. However, appropriate advertisement is prepared so that accordingly buyers can
be communicated regarding office furniture and discounting strategy applied on the same.
1.2 Evaluating the internet marketing mix
The internet marketing mix plays important role in framing different business strategy
under which management need to quote suitable price of product and services. It defines the
product and related aspects of the same in a detail manner. These are explained as follows-
 E-product-It is the first and most significant element of marketing mix. The case study
reflects that office furniture offered by Smart Restorations Limited. It assist business to
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select the most effective tool for promotion of specific product and services in the
marketplace. However, product is promoted with detail description of its features and
benefits for users in term of quality as well as price (Chaston, 2014). E-price-It is another element of marketing mix wherein management ensure to include
information related to discount and other concession offered to customers. Furthermore,
psychological impact is create among users through promotion of products and services
at discounting prices. For example, office furniture are offered at discount of 10% price
during off season. At the same time, festival discount is offered for increasing more
buyers towards different kind of product and services of Smart Restorations Limited. E-place-This element of marketing mix reflect online portal for offering products and
services. Here, Smart Restorations Limited uses e-commerce portal for promotion of its
different products and services. This proves to be effective for increasing attention of
buyers and switch them from one to another brand (Chen, Fay, and Wang, 2011). The
selection of right place facilitates to increase sales turnover and aid in accomplishing long
as well as short term objectives of business in the marketplace.
 E-Promotion-The last and most important element of marketing mix which consists of
promotion strategies whereby sales turnover can be increased for generating higher rate
of return. Furthermore, Smart Restorations Limited uses social media and other related
aspects for grabbing attention of users or buyers (Internet Marketing Strategies, 2015).
1.3 Comparing the internet marketing tools
There are different types of internet marketing tool used by such as social media
marketing, search engine optimization, e-mail marketing as well as content marketing. At present
social media marketing is in trend through which customers get detail information related to
varied kind of products and services. In the modern era majority of people tend to use different
sites of social media such as Twitter, Facebook and Tinder etc which assists companies to play
their advertisement on respective site through which it becomes easy to address their issues and
meet their expectations in an effectual manner.
Content marketing is another important aspect under which business utilizes its products
and services as the product are advertised by using appropriate strategy. Here the main focus is
laid on actual content associated with advertisement (Dann, 2010). This proves to be effective for
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increasing sales turnover of business whereby competitive edge of business is created in the
marketplace. Apart from this, e-mail marketing is another hand applied on existing customers
only. Owing to this, it can be said that social media marketing is more effective which aid to
generate more buyers. Apart from this, search engine optimization is also helpful under which
traffic is created on website so that accordingly users can easily easily take decision related to
purchasing furniture from Smart Restorations Limited (De Bock, 2016). This indicates that for
existing customers e-mail is effective whereas social media marketing is useful for targeting
endless buyers. In this manner, appropriate tool can be selected for growth and development of
Smart Restorations Limited. It tend to create competitive edge in the marketplace with increased
rate of return.
1.4 Working of interactive order processing
Order processing refers to the process of selecting the desired item along with placing the
order for the same. It assists buyer to complete the purchase process by making payment and
delivery transaction. According to the given case study, Smart Restorations Limited can provide
following kind of interactive order processing- Login the site-It is the first step of interactive order processing under which user at first
login the site if that particular person has own profile over the same. In case the account
is not signed up then it can be done by filling the necessary information. Reviewing the products-After login the account category can be used to select the office
furniture where products are categorized as chairs, tables and sofa etc. This category
facilitates to provide information related to most appropriate product in accordance with
requirement of buyers (De Vries, Gensler, and Leeflang, 2012). Adding the product into cart-At the review of product users come to know about most
suitable product which is then added into cart. It proves to be effective to take purchase
decision. In this manner, list is created for desired product so that accordingly interactive
order can be placed. This proves to be effective to access the information related to
selected product. However, information is searched regarding features and role of product
effectively.
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 Placing the order-It is the third step of interactive order processing under which
customer just place the order. Further, user tend to review the product effectively so they
can place the order for desired product in an effectual manner. Payment and delivery-It is another step of interactive order processing wherein
corporation complete the last transaction related to payment and selection of delivery
address (Eastman, Ferguson and Klein, 2014). It facilitates to get the product on desired
location and remove the issues which are being faced by business during purchasing the
product and services on right time.
 Review-It is the last step order processing under which Smart Restorations Limited
initiate regarding assessing the views of buyers. Furthermore, management evaluate the
effectiveness of product and services in term of delivery and quality of product, It would
be effective to create goodwill of business in the marketplace so as to create competitive
edge in the marketplace.
TASK 2
2.1 Demonstrating the mechanics of search engine marketing
Search engine optimization refers to the process of making the site more visible to
customers in order to grab their attention. This facilitates to earn good results and meeting the
expectations of large number of buyers by offering them good quality of products and services.
Here, website of Smart Restorations Limited is created by adding effective content and using
HTML language for the purpose of removing barriers to the indexing activities of related search
engines. This aids to promote the site and its baclinks are associated with each other which aid to
provide detail information to potential buyers. For example, Google is used for searching many
effective products which services which takes users to the main site of Smart Restorations
Limited (Išoraitė, 2016). It makes it possible for management to place the internet marketing
advertisement by using pay per click under which operator get benefit. It can be critically
evaluated that purpose or aim of the operator matter a lot. However, search engine optimization
raise the need to design the page in a more effective manner so that accordingly higher return on
investment can be generated. This reflects that search engine marketing proves to be effective to
make the site of corporation more effective so as to increase overall rate of return and
productivity of business in the marketplace. This aids to create goodwill of Smart Restorations
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Limited at international market and meet expectations of all related stakeholders in an effectual
manner.
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2.2 Showing suitable opt-in-mail marketing newsletter
Opt-in-mail marketing strategy refers to the process of targeting large mass of people
whereby they can approach buyers effectively. At this juncture, effective mail or information
make is prepared and then the same floated to buyers by using appropriate mode of
communication. This proves to be effective to deliver good quality of services to consumers of
Smart Restorations Limited as opt-e-mail newsletter make it possible for them to access
information related to huge discount. According to the case study, Smart Restorations Limited is
suffering from unfavorable economic condition and management is planning to make use of
suitable newsletter (Kim, and Ko, 2010). It can be critically evaluated that short term gain might
not be possible as chance to increase competitive edge of the business is created by management.
At this juncture, print media or social media can be used along with professional site of firm.
This proves to be effective to disseminate important information to different stakeholders and
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make them aware related to varied furniture products which are being offered by corporation in
the marketplace.
Furthermore, effect content is prepared in the newsletter which directly influence
customers to purchase the product. Here, management of Smart Restorations Limited ensure to
include skilled and competent workforce who contribute towards success of the business in the
marketplace with increased rate of return.
Hey,
Dear Customers,
We are pleased to inform you that our center of quality furniture system
(Smart Restorations Limited) is extending range of products by coming on online portal. You
are welcomed to drop your your ideas or preferences. However, first 40 buyers will be loaded
with vast discount.
What you waiting for!!!!! Grab the deal because offer is limited till 31st January only!
Thanks for being our client, your cooperation is valuable for us.
Thanks & regards
Marketing managers
2.3 Guidelines for best practice in online public relations
Online public relation is the process of interacting with respondents by offering them
appropriate information and taking their reviews on time to time. There are different methods for
building online public relations for Smart Restorations Limited which are explained as follows- Blog monitoring-It is the most effective method for attracting buyers under which
management of Smart Restorations Limited remains connected with customers. For this
purpose, blog is written on particular product or issue occurred with furniture items
offered by corporation. This assists buyers to get the reviews of the same and accordingly
take the decision related to purchase (Mathews and et.al., 2016). Press clipping-It is another option of Smart Restorations Limited for building good
relationship with customers. For this purpose, any possible press clipping related to
products and services can be uploaded on social media so that customers can access the
same. This aspect play effective role to stay connected with buyers and provide them
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necessary information related to varied products and services. It facilitates to create
positive attitude of buyers and stay connected them with business. Not only this but they
buyers can be retained for longer time span in order to generate consistent rate of return
for company. Winning online presentation-Under this method, management of Smart Restorations
Limited can organize a contest for customers in accordance with standard criteria. These
enable respondents to access important data through which it becomes easy for them
leave a positive or negative comment on site of firm (Mills and Law, 2013). It proves to
be effective to work upon majority of comments which are favorable or less-favorable for
business.
 Chat option-It is considered as the most appropriate option for building good relationship
with buyers under which management of Smart Restorations Limited provide chat
options for customers to get reviews related to products and services. This enables buyers
to get detail information regarding their queries and accordingly ensure to get best quality
of furniture products offered.
2.4 Demonstrating use of new digital media communities
The new digital media communities are used by businesses at widespread through which
it becomes easy to attract more buyers and meet their expectations in a most effective manner.
Here, example of file-sharing sites can be used which can be applied by Smart Restorations
Limited for meeting expectations of all its stakeholders. At this juncture, annual report is
business is uploaded in Pdf format so that related parties can download the same in order to
access important information regarding business (Ngai and et. al., 2011). However, social media
is also in trend through which small files can be shared between companies can customers.
However, a simple aspects related to leaflet of furniture products are used by Smart Restorations
Limited so that accordingly related parties can get their desired satisfied. Furthermore, business
can make use of chat option wherein buyers can clearly communicate with management or
respective person of the firm for clarifying each and everything associated with the topic. Apart
from this, YouTube is also considered as the most effective aspect of digital media communities
wherein all important data are presented and communicated to desired parties. For example,
success story of business is communicated with all its stakeholders.
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In addition to this, Flickr and Twitter can be used by management of firm in order to
share some of the important file. At the same time, e-mail is also the effective tool through which
management get to know about potential requirement of buyers. Apart from this, google drive is
also used for collecting detail related to perception of buyers. At this juncture, questionnaire
method can be adopted which consists of number of questions regarding particular furniture
item. In this manner, it can be said that, different approaches can be used for digital media
communities of Smart Restorations Limited so as to meet expectations of all related
stakeholders. This is alps helpful in creating competitive edge of the firm with increased rate of
return (Nugroho, 2016).
TASK 3
3.1 Conducting secondary market research to gain an understanding of the market
Secondary research refers to accessing already available data on particular topic of
situation. This assists business to frame appropriate strategy and bring improve in the current
performance in accordance with current data. This assists buyers to gather important information
so that modify the current strategy and ensure to accomplish long as well as short term objectives
of firm. However, secondary data can be collected from varied sources like journals, books and
online articles which facilitate to meet the purpose of company in an effectual manner. The
current performance retail sector is very good as it offer varied products and services to end users
(Sawicki, 2016). However, IKEA, Country Pine etc are the competitors of business as they are
dealing with complex issues and specific requirement of buyers in UK. Owing to this, Smart
Restorations Limited focuses upon catering requirement of different kind of buyers by offering
them valid products and services. This proves to be effective to effective to understand the
market and strategies which are being adopted by competitors of business. This makes it possible
to incorporate all researched point into potential strategy of business and accordingly determine
its long run survival with increased rate of return.
3.2 Designing an online survey to understand perception of stop shoppers
The online survey is conducted for collecting primary information related to internet
marketing strategies which are going to be applied by Smart Restorations Limited. At this
juncture, questionnaire method can be adopted and the same can be uploaded on surveymoneky
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to access detail of buyers. In this manner, questionnaire has been presented in the following
manner. Survey can be conducted or completed by clicking on the following link-
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(https://www.surveymonkey.com/r/Preview/?
sm=qoBCGlFpzr85KGeeRUjQrDYztG0RnN22rXphOd8UMOkBsyBjUwD6CODvT_2FFI01a6)
Name_______________________
Gender
 Male
 Female
Age
 18-20 years
 21-30 Years
 31-40 Years
 41 and above
1. What kind of issues are generally faced by customers in purchasing products online?
 Higher price
 Poor network
 Less variety
2. Have you ever faced payment related issue while online shopping?
 Yes
 No
 Can't say
3. Do you think that Smart Restorations Limited offer variety of products and services?
 Yes
 No
 Can't say
4. Are you satisfied quality of products and services offered by Smart Restorations Limited?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
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5. Have you ever faced the issue related to difference between one shown in images of online
portal and actual product?
 Yes
 No
 Can't say
6. Are you satisfied with pricing strategies, discounting and special offer scheme provided by
Smart Restorations Limited?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
3.3 Demonstrating the use of electronic customer relationship marketing for analyzing customer
interactions
Electronic customer relationship management is the most important aspect associated
with e-commerce businesses. It is because business get attraction only with the help of direct
interaction with their users so they can effectively contribute towards organizational success.
This aspect support management to retain buyers for longer time span. For this purpose, social
media marketing can be considered as the most effective aspect under which company in contact
with buyers so they can accordingly aid in creating competitive edge of the same in the
marketplace. For this purpose, effective mode of communication like Facebook and Twitter can
be used in order to with buyers from one to another brand. However, this management procedure
can be completed by reviewing the feedback revision procedure. This aspect enables corporation
to work upon lacking areas of business and revert back on the feedback provided by customers'
end (Shih, Chen, and Chen, 2013). Similarly, collaborative filtering and web analytics as
effective approaches are also used whereby it becomes easy to enhance the customer satisfaction
level. In addition to this, team can assigned who accomplish the task related to reviewing the
feedback of workforce and accordingly provide the same information to related parties. At the
same time, site is created for direct interaction with buyers and at the same time they must be
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allowed to revert back on mail which are sent by the firm. This proves to be effective in creating
competitive edge of the business in the marketplace and increasing satisfaction level of buyers.
TASK 4
4.1 Internet marketing plan
In the modern era, marketing plays a very essential role in overall growth and success of
a company. Furthermore, marketing helps in creating awareness among customers and also assist
attracting them to buy products and services. Below mentioned is the internet marketing plan for
selected business enterprise; Analysis of the situation-It can be defined as the first and foremost stage in which
company’s overall business environment is analyzed. From the carried out situational
analysis, it can be stated that the selected business enterprise is facing very intense
competition from other key players in the market. Formulating marketing objectives- The main objective of company is to enhance its
volume of sales and profits by 20% within the next one year. Along with this, the brand
also aims at increasing its existing market share by 15% in next 6 months. Developing the online marketing strategy-It is the stage in marketing plan where
companies develop effective marketing strategies to achieve desired results. Here, the
selected business will be using online marketing tools such as social media, emails and
pay per click (Staton, 2016). An official page will be developed on social sites such as
Facebook and Twitter in order to create awareness among customers. Along with this,
emails regarding company’s products and services will be also forwarded to customers
with an objective to create awareness. Monitoring–It can be termed as the most important part of online marketing strategy as it
helps in getting aware of the fact that whether desired results can be achieved or not. The
plan also supports in determining whether the plan is heading towards right direction or
not.
 Control–On the basis of gap identified from the monitoring of online marketing strategy,
the selected business enterprise will take corrective measures to improve the online
strategy and accomplish all developed objectives (Strauss, 2016).
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4.2 Creating poster presentation on pay per click
It can be stated that over the past few years, the demand of using pay per click strategy is
increasing among companies. Furthermore, it can be termed as the strategy in which
organizations make use of search engine optimizers in order to create awareness among
customers. Here, selected business will be making use of search engines such as Bing and
Google for the purpose of same.
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Pay per click Working
It can be stated that understanding the working of pay per click is very essential for
companies in order to make the use of same. Here, amount will be received by companies every
time the online advertisement is clicked. The main advantage associated with PPC is that it helps
in delivering quality advertisement in more convenient prices to companies in the market.
However, it can be argued that at the time of operating with such technology, businesses needs to
have effective team of expertise with them.
CONCLUSION
The aforementioned report concludes that internet marketing plays important role in
increasing sales turnover of corporation as number of buyers are attracted by offering good
quality of services. At the same time, different tools of internet marketing are implemented at
workplace through which it becomes easy to address expectations of buyers and retain them for
longer time span. Apart from this, pay per click facilitate to raise the income or promoter as
buyers certainty get something very interesting as they reach to the actual site of business. In
addition to this, internet marketing plan is prepared and accordingly selected company can
promote its furniture items on online portal. This proves to be effective to maintain higher sales
turnover and delivering good quality of services to new as well as existing buyers.
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Kim, A. J., and Ko, E., 2010. Impacts of luxury fashion brand’s social media marketing on
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Online
Internet Marketing Strategies. 2015. [Online]. Available through:
<http://www.usanfranonline.com/resources/internet-marketing/internet-marketing-
strategies/#.VXLKDbuKg8o>. [Accessed on 17th January 2017].
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