Internet Marketing: Elements, Mix, Tools, and Interactive Order Processing

This study material provides an in-depth understanding of internet marketing, including its elements, mix, tools, and the working of interactive order processing. It covers topics such as digital marketing, social media marketing, e-commerce, and e-business. The material also compares different internet marketing tools and their effectiveness. Subject: Internet Marketing, Course Code: N/A, Course Name: N/A, College/University: N/A

Internet Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing..............................................................................................3
1.2 Internet marketing mix...........................................................................................................4
1.3 Comparing internet marketing tools that will be used...........................................................6
1.4 Working of interactive order processing...............................................................................7
..........................................................................................................................................................9
TASK 2..........................................................................................................................................10
TASK 3 & 4...................................................................................................................................24
3.1 Secondary market research..................................................................................................24
3.2 Online Survey......................................................................................................................25
3.3 Use of electronic customer relationship marketing.............................................................27
4.1 Internet marketing plan........................................................................................................28
4.2 Pay per click advertising......................................................................................................29
Covered in poster.......................................................................................................................29
CONCLUSION..............................................................................................................................30
REFERENCES..............................................................................................................................31

INTRODUCTION
Internet marketing is considered as the innovative application of marketing principles and
techniques carried out through electronic media which is more specifically named internet.
However, internet marketing helps business to undertake different types of business activities
which is conducted through World Wide Web and attract new business as well as consumers
towards the firm. It is the main reason through which organization enhances it brand loyalty and
influences number of customers towards firm (Babin, LaFleur and Lopez, 2015).
In the present study, Smart Restoration Limited has been undertaken which is a small
business focuses upon purchasing and selling used and refurbished office furniture systems.
However, business knows that using internet technology helps them to influence customers and
inform them regarding the company’s products or services. After identifying different options,
management of cited firm uses Search Engine marketing option to improve their website and
conversion rate. Further, company’s marketing team also identifies the viability of website as
compared to printed brochure and thus uses internet marketing as a major priority tool for
influence customers towards firm. Report aims to identify the rapid change in technology and
uses internet tool which impacts upon the profitability of firm in market.
TASK 1
1.1 Elements of internet marketing
Digital marketing is considered as the form of innovative technology through which
promotion can be done with the help of internet. There are various benefits of internet marketing
in the form of fast access, easy reach, interactivity, scope, immediate transform of message and
helps in targeting right audience. Thus, such form of marketing helps in improving business
operations through attracting large number of clients. Internet marketing helps Smart Restoration
Limited to promote their activities through using internet platform. Following are the different
elements of internet marketing such as-
 Digital marketing- It is one of the main element used within internet marketing and thus
helps business to market its products or services using online platform. Through
digitalizing the businesses would help country to grow and enhance economy as well. For
instance, in order to promote the business Smart Restoration uses mobile phone
technology that influence customer to purchase the products of firm (Bauer, Albrecht and

Haber, 2015). It would help business to search for potential customers who wishes to buy
or sells furniture with the help of smart phone application.
 Social media marketing- Further, it is another element of internet marketing which also
aims to influence large base of consumers who uses social media for interacting with
each other. Thus, Smart Restoration Limited uses social media platform and advertises
their furniture which influences the target audience through viewing large variety of
furniture items (Brengman and Karimov, 2012).
 E-commerce- Such element is also involved in internet marketing and considered as an
innovative technique through which individual can purchase the product while sitting at
home. It is very convenient way through which Furniture Company can popularize their
products in market. Now-a-days each and every persona uses the mobile technology and
aims to purchase goods through using e-commerce websites (Carrigan, 2005).
 E- business- it is another element of internet marketing and thus help businesses to
carrying out buying and selling through internet. Thus, it is essential for them to
undertake effective activities and thus enhance the business performance.
 E- Micro environment- Smart Restoration Limited is required to understand the micro
environment in which customers, suppliers, competitors etc, they need to assess so that
better quality products could be delivered to consumers.
1.2 Internet marketing mix
Through regularly changing in the techniques of marketing, Smart Restoration Limited
needs to make sure that they meet all the elements of marketing mix. It is the best way through
which business can promote the products i.e. furniture among consumers. Business identifies the
internet marketing mix and thus helps in gaining benefit through enhancing consumer base.
Following are the different internet marketing mix elements such as-
 Product- It is essential for Smart Restoration Limited to use internet marketing for
managing the product element and thus offer required furniture item to consumers in
order to meet their needs. Hence, it is significant for management of firm to make a
proper list or document in which they need to mention the items that they are going to
sell using internet platform (Charlesworth, 2011). Strength of product element is it helps

in attracting customers towards firm. Therefore, firm need to identify the best quality
product as per competitor and then attract customers. While, weakness is that product
sometimes affects the brand image of firm therefore, it is essential for business to prepare
the products through evaluating the needs of customers.
 Price- It is another element of internet marketing mix in which auction is considered as
one of the way to sell goods to customers. Here, cited business aims to set affordable
prices so that competition can be overcome and thus large customer base can be created.
Smart Restoration Limited identifies the needs of target customers and then provide them
affordable rate of furniture so that it easily meet the needs of clients. Strength of price is
that it attracts wide number of people towards firm. While, weakness is that price
sometimes demotivates the workers to purchase the product.
 Place- Here, it assesses that the channels used for selling the products i.e. internet. Smart
Restoration Limited looks for best delivery options so that furniture products could be
directly delivered to clients. Hence, selecting online platform is the best way through
which information can be easily provided to consumers and enhance the sales of firm
(Chen, Chen and Capistrano, 2013). Main strength of place is that Smart Restoration need
to evaluate its target population and then identify the place so that products could be
delivered effectively. While, weakness is that if right place is not selected for selling
products than it harms the business operations.
 Promotion- It is the last element of internet marketing mix which assesses that online
platform is the best way through which Smart Restoration would promote their business.
Thus, using such sources helps in advertising their products and influence large number
of customers towards firm (Zahay and Fredricks, 2009). Main strength of firm is to
promote the furniture product through TV advertisement and Youtube and attract target
population. While, weaknesses is that sometimes promotion leads to bad brand image in
market.
1.3 Comparing internet marketing tools that will be used
In the current era of rapid change in technology it is essential for business to involve
consumers in different internet marketing tools and e-tools so that firm can promote their

products using internet. It is also one of the best way through which online customers gets
attracted and thus helps in informing them regarding new product launches and enhances the
sales of firm in market (Zhang and Guan, 2008). It involves different internet marketing tools
such as e-mail marketing, digital marketing, social media promotion etc. All such methods are
undertaken by Smart Restoration Limited in order to promote their furniture products among
target audience.
The comparison among different internet marketing tools which will be used by Smart
Restoration Limited can be stated that firm uses E-mail marketing in order to target their regular
customers and inform them regarding the new furniture products. On comparison to this, cited
firm also uses social media marketing which is another e-tools and helps in influencing target
audience. Here, an official web page is created and thus information is being shared on such
platform. Further, e-mail could be only to send to loyal customers or to those who have once
visited the store for buying furniture (Internet marketing. 2015). As compared to e-mail
marketing, social media tool is used for large audience and thus helps in informing to both new
and existing customers. Furthermore, e-mail marketing does not provide option for Smart
Restoration to modify or update the information regarding new stock arrival in store. While,
compared to social media marketing here, business can regularly update the page and share latest
information with end users.
Digital Television: The interactive television systems like iDTV and IPTV are quite
popular in modern day technical interactions. Digital television can be considered as the source
of internet marketing because better quality sounds and pictures have enabled users to get
engaged with commercials and advertisements easily. Moreover, the concept of live television
has also helped consumers develop faith in the functioning of a company and its products.
Radio: Digital radio is categorised into types that is digital radio and web radio. Both the
devices are interactive which means live audience is involved with internet streaming. Since,
these radios broadcast current situations via internet, customers also feel they are a part of that
particular event or program.
YouTube: YouTube is a web based mobile application and website which has diverse
collection of videos and television programs. Audiences or consumers have an option to choose
between live streaming and simple online video streaming. When an individual uses YouTube
for watching certain video then they have a commercial run which is to be watched either before,

after or in between the video streaming. This tool has transformed internet marketing strategies
greatly.
Blog: It is one of the effective internet marketing tool through which reviews and
opinions need to be posted on blog so that it could be reviewed by other people and enhance their
purchase decision.
Thus, it can be assessed through comparing all the internet marketing tools it could be
assessed that Youtube and Digital Television would prove beneficial for firm to promote their
products or services in market and thus enhance sales and profitability. Therefore, it is essential
for firm to enhance market share of firm.
1.4 Working of interactive order processing
Following is the working of interactive order processing such as-
 Choosing the supplier- It is the foremost step in which consumers chooses the supplier
from where the product will being purchased.
 Selecting a product- It is another step of interactive order processing in which
consumers selects the furniture product which they wants to buy (Babin, LaFleur and
Lopez, 2015).
 Checking availability of stock- After the selection of furniture product then client needs
to check the availability of goods in stock.
 Placing order- Thus, through identifying the availability of stock it helps customer to
play the order with Smart Restoration Limited for the particular furniture (Bauer,
Albrecht and Haber, 2015).
 Credit/ Debit Card transactions: Evolution in technical advancements have enabled
users to adopt various payment options which do not involve physical form of money.
Credit and debits cards are one such transaction mediums. Customers can make their
online purchases and pay respective billing amounts with help of credit and debit card
payments. Generally, Visa and MasterCard act as gateways in these transacting mediums.
The amount is paid from the customer's bank account to the merchant whose product is
being purchased.

 PayPal transactions: PayPal is an online banking platform that provides customers
digital banking services like debiting and crediting certain amounts in a bank account.
Online shopping purchase is also enabled via PayPal transactions. Consumers have the
opportunity to use PayPal as the payment medium during their purchase with Smart
Restorations.
 Payment authorization- Here, consumer is required to make authorization of payment
that through which form they are going to pay such as Cash on Delivery, Online etc.
 Security: Only authorised personnel is given the access whenever an online payment is
to be made. Security in online transactions is ensured when certified gateways are
enabled with certain anti-phishing systems. For instance, Norton Antivirus and certain
other authorised programs are helpful in avoiding hacking attacks or virus problems.
 Input of data- After authorizing the payment, firm needs to input the data so that it can
be stored till the order is being placed (Brengman and Karimov, 2012).
 Data transfer- Further, the input data is later being transferred in which all the details in
being provided such as payment mode, particular furniture product and date of delivery
etc. (Charlesworth, 2011).
 Order processing- Here, the order is being processed and it requires final confirmation
from customers so that supplier could dispatch the selected product to customers.
 Online confirmation- Customer needs to give their online confirmation that they agrees
to purchase the goods.
 Delivery information- Later, at this stage, delivery information and details are being
provided on consumers mobile so that they can collect the product accordingly (Zahay
and Fredricks, 2009).
 Tracking of order- After online confirmation, product is ordered and then client can
track the delivery of the order that till which date it will reach them.
 Delivery- It is the final step in which actual delivery of product is being done to end
users (Zhang and Guan, 2008).

Illustration 1: Interactive order processing
(Source: Zahay and Fredricks, 2009)

TASK 2

There are several platforms that exist for internet marketing. Search engine is one such great
platform to acquire of large number of consumers.
Basic mechanism of search engine is based on search process. When a user enters certain
keywords which are related to products and services offered by company then, search engine
produces links to website of the respective company. Popularity levels help in shifting positions
on search lists.

Indexing: The occurrence of a company’s name at higher levels of list is through indexing. This
number is increased when frequency of visitors increases. Internet marketing strategies have to
be designed in such a way that indexing is in favour of Smart Restoration. It will not only result
in success of marketing technique but also support consumer share in the market.
Webpage creation: Efficient webpages have to be created by designing team of the company.
The graphics and user interface which will be implemented in this webpage design should be
user friendly and accessible.
Traffic regulation: Load conditions must be checked when search engines are occupied during
peak hours. Search engines are first step when a consumer visits a website. This mechanism also
determines whether organisation webpage is accessible or not.
Web dynamics: Web dynamics feature relies with search engine operations. Marketing company
must ensure that there is no fault faced by consumers due to these dynamic features.

Public relations are the essence of business functioning. From suppliers to customers all have to
be respected and valued accordingly so that negative impact is not felt by company. Customers
are change bringers. On the other hand, suppliers are the first persons of the company after
employees. The scenario is quite different when online etiquettes are concerned.

Public relations are necessary for maintaining a brand reputation in both domestic and
international markets. Online marketing doesn’t have boundaries. When companies launch a
product on their website, they project their product to international audiences. If collection of
negative reviews is dominant then, people will hesitate to trust the organisation. Hence,
aforementioned guidelines must be followed with effectiveness.
Certain strategies have to be adopted for healthy public relations with online audiences.
These can be classified as follows:
Segmenting, targeting and positioning audiences according to products and their demand values.
This step essentially eases further complications of order management and marketing
specifications.
Media source list must be prepared in alliance with targeted audiences. This must be in relevance
with high potential clients so that sources for customer information can be collected.

Specifying distribution and delivery options helps in connecting with consumers. They feel
transparent working of company. There is no hidden cost involved when such features are
visible.
These are helpful in delivering information to mass consumers without breaching personal trusts
and breaking community norms. Social media is fast pacing base for marketing techniques.
People form personal networks and share their information to related people. Medium blue can
target this audience for Smart Restoration ltd. This will help in developing closer consumer
relations.

File transferring sites include social networks because people indirectly share their pictures,
likes, dislikes and other personal information like email ids, contact numbers, etc. These can be
used by Medium Blue as a source of information to market company strategies to unknown
consumers. This will not only communicate ideas to unaware consumers but also helpful in
managing other activities. Newsletters and emails can be forwarded to large number of people
without incurring must expenses.
Organisation can also generate information from grassroots communities and customer
communities. These are basically present but in deep routed files were certain permissions are
required for access. Customers of e-commerce websites fill in their details so that shopping
experiences could be enhanced. This information can be used by marketing companies for
delivering information regarding Smart restoration. Hence, digital media communities can be
utilised as a business source for internet marketing.

Books and Journals
Martin, K. D. and Murphy, P. E., 2017. The role of data privacy in marketing. Journal of the
Academy of Marketing Science, pp.1-21.
Shih, B. Y., Chen, C. Y. and Chen, Z. S., 2013. An empirical study of an internet marketing
strategy for search engine optimization. Human Factors and Ergonomics in Manufacturing &
Service Industries. 23(6). pp.528-540.
Corley, J. K., Jourdan, Z. and Ingram, W. R., 2013. Internet marketing: a content analysis of the
research. Electronic Markets. 23(3). pp.177-204.
Parsons, P. J., 2016. Ethics in public relations: A guide to best practice. Kogan Page Publishers.
Wolburg, J. M., 2013. Online Public Relations: a practical guide to developing an online strategy
in the world of social media. Journal of Consumer Marketing.

TASK 3 & 4
3.1 Secondary market research
Secondary market research is conducted so that deep information regarding functioning
history of industry and organization can be gathered. There are certain elements of this research
profile which are described ahead (Strauss, 2016):
1. Public sources: Sources like government departments, business libraries and non-profit
organizations provide relevant information. These are public resources because no
expenditure costs are incurred for accessing information regarding any company.
2. Commercial sources: Costs are involved for acquiring information from these resources.
The commercial factors include researches, reports, statistical data, information from
trade associations, etc. Financial resources are required while conducting secondary
research which involves these sources.
3. Educational informative resources: Valuable data is not retrieved from these resources.
Hence, researchers often neglect these sources and finalize their data by referring to
above two source of information.
Internet marketing functions cannot be complete without market researches. There are
two types of researches that are primary and secondary. Validation of information is provided by
secondary research techniques. It includes qualitative and quantitative data collection. Due to
less involvement of expenditure, market analysts often rely on this research technique. Furniture
industry has been growing with technological advancements (Strauss, 2016). Medium Blue
search engine marketing will perform this task for Smart Restoration. Use of all relevant sources
for this purpose will help in devising better marketing plan.
Since, marketing is an essential component for attaining a strong market position,
strategies have to be analytical. Secondary research will help in giving this dimension to internet
marketing strategy for Smart restoration. Balance sheets and profit loss statements of the
company will also be helpful as sources of secondary data research. Efficient analysis helps in

detecting flaws in the proposed plan for marketing (Ryan, 2014). These sources are direct and
clear access to company’s complete functioning.
In addition to which, there together exists some other secondary sources from which the
customers of Smart Restorations Ltd can refer to gather a liable set of data. It is mainly with
reference to the online means of data collection where You Tube is referred to be one such
effective social media tool. Herein, the viewers can envision the uploaded videos of Smart
Restorations Ltd as a way of advertising their projected goods and services.
3.2 Online Survey
This section has depicted a carried survey with online means for the participant bodies of
the investigation that has referred to a framed set of questionnaire for the same. Wherein, this
study has specially conducted in order to acknowledge the prior preferences of the customers
while buying a product from the official website of Smart Restorations limited. This form has
thereby filled by the prospective buyers of the elected company and includes below mentioned
queries to be responded by them-
Questionnaire
Name-
Gender-
Age-
1. How often do you refer to visit the website of Smart Restorations Limited in order to purchase
their offered commodities?
A) Almost Everyday
B) Once in a week
C) Biweekly
D) Once a month
E) More than a month
2. Are you agreed by the adopted strategy of pricing by Smart Restorations Limited that tends to
give you a value for money product?
A) Strongly agreed
B) Agreed
C) Neutral

D) Disagreed
E) Strongly disagreed
3. As per your own experience, the appointed staff members of Smart Restorations Limited are
trained, well-mannered and supportive in nature?
A) Always
B) Sometimes
C) Never
4. Are you satisfied with the product information displayed on the official website of Smart
Restorations Limited?
A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
E) Highly dissatisfied
5. Can you easily access the designed website of Smart Restorations Limited in order to shop
their offered products?
A) Yes
B) No
6. Kindly refer to rate your level of satisfaction on the basis of their adopted pricing schemes,
product quality, website designing and staff behavior.
A) 1-5 for excellent
B) 6-10 for good
C) 11-15 for average
D) 16-20 for poor
6. Would you like to suggest any changes to improve the online services of Smart Restorations
Limited?
______________________________________________________________________________
______________________________________________________________________________
Outcome of the survey
Online survey Responses of customers
Likely tendency of the customers to purchase Most of the customers are more likely to buy the

the proposed commodities of Smart
Restorations Limited.
products and services of Smart Restorations
Limited on biweekly and monthly basis.
Pricing strategies of Smart Restorations Limited
that gives value for money.
Highly agreed by 40% respondents.
The staff members of Smart Restorations
Limited are trained, well-mannered and
supportive in nature.
Yes by 80% of respondents.
Satisfaction level of the consumers from the
presented information of the products displayed
on the official website of Smart Restorations
Limited.
Highly satisfied (50%)
Satisfied (30%)
Neutral (15%)
Dissatisfied (5%)
Any further recommendation by the responders
to improve the online services of Smart
Restorations Limited.
A majority of the respondents have suggested
them to use e-WOM for better interaction with
the consumers that will also tend to create an
optimistic image of their brand.
3.3 Use of electronic customer relationship marketing
There exist numerous usages of E-CRM (electronic customer relationship marketing) to
promote the proposed products and services of Smart Restorations Limited that are as mentioned
below-
Cost: It is with a prime assistance of E-CRM, by which Smart Restorations Limited can easily
refer to develop a long term affiliation with their targeted set of customers. It is one of the most
operational methods that require less spending of costs and in turn creates a reputable
relationship with the consumers (Ryan, 2014). It is usually done by forming different type of
webpages on the social media networks that also present a contemporary outlook towards
marketing that also builds a respectable position of the organization.

Easy and prompt way of targeting: It is with the help of this E-CRM activity, through which
Smart Restorations Limited will hereby get a substantial opportunity of targeting the customers
on the basis of their varied buying behavior. It is basically in support of studying their implicit
behavior while purchasing a commodity online. It together provisions in conducting a market
research and clearly interpret the current needs and demands of the consumers.
Loyalty and brand image: It is yet another significant aid of E-CRM where it is evident to help
Smart Restorations Ltd to gain the loyalty of their consumers (Strauss, 2016). It is mainly due to
a safe and secured process of ordering goods with some protected measures to transact money
the time of making online payments while purchasing their services from their designed website.
Personalization and convenience: It is by expending into an effective usage of E-CRM, Smarts
Restorations Ltd can easily refer to share a liable set of information with their customers. It is
mainly in accordance to their targeted set of consumers to encourage them to visit the site again
and shop more. However, it can be done by providing pertinent information about their related
products and services with an active customer service assistant to resolve any prevailing queries
of the consumers while purchasing a product.
This reflects yet another leading concern of the organizations like Smart Restorations Ltd
where they are hereby required to make a close analysis of their customer's preferences to make
accordant products and services for them. For which, the organization can hereby refer to
implicate a software tool named Sales Force Software by which they can tend to rise the use of
internet at their workstations. Wherein, this implication is evident to assist with a variety of
social media tools and techniques.
4.1 Internet marketing plan
Such contemporary procedural of internet marketing is evident to assist the organizations
to promote their offered products and services in an effective manner. However, it is important to
carry a strategic approach by formulating an impelling plan of internet marketing that involves
the below stated steps-
Conducting market analysis: It is the foremost step to evaluate some influential factors of the
environment that could directly impact upon the undertaken decisions of marketing by Smart
Restorations Limited (Wolburg, 2013). It requires them to conduct both internal and external

analysis of their environment analysis in order to find out their existent position in their market.
It will together support them to determine such factors that will together impact upon the retail
industry in either affirmative or pessimistic manner.
SWOT: It is mainly in context to refer the internal factors of analysis where a SWOT model will
aptly help Smart Restorations Ltd to discover their strengths and weakness by together
enlightening varied opportunities and threats for them. The strengthening factors can be easily
espoused by them and can be adjusted as per the acknowledged conditions of their market.
However, the weakening factors like an inadequate range of products can be shuffled by the
opportunities where they can hereby refer to create eco-friendly products to acquire a long term
benefit in the market. An identified threat over here is a high level of competition prevailing in
the retail sector that is required to be considered by Smart Restorations Limited.
Objective- A leading goal behind carrying out this investigation is to inspect the factual interest
level of the consumers associated with Smart Restorations Ltd. It is with another fundamental
concern of determining their interest towards the enabled online services of Smart Restorations
Ltd.
Budget- Budgeting is depicted to be yet another principle concern of the almost all sort of
establishments irrespective of their existent nature of services. It is however with a prime
consideration of meeting the modern day preferences of the consumer’s that is necessitates them
to adopt some contemporary trends of digital marketing. This in turn postulates them to make a
considerable investment of funds where Smart Restorations Ltd has hereby opted for a prompt
tactic of activity based costing.
Strategy- It is on the basis of above opted measure of activity based costing where Smart
Restorations Ltd has hereby set an average budget of less than 15% from their yearly income that
is generated after transacting online business operations. In context to which, this espoused tact
of budgeting to digitally trade their offered commodities. It is however required to be done from
their official website that will sustain a budget of near about $2250 once a month.
4.2 Pay per click advertising
Covered in poster

CONCLUSION
The above report has summarized some potent measures of internet marketing where it
has firstly outlined some elementary concepts of marketing via today’s contemporary mean of
internet. It is with a subsequent unit that has referred to implicate the measure of digital
marketing communication as a promotional mean that will together refer to inculcate the online
interventions in it. Another section has thus specified about a conducted market research in order
to support the process of customer relationship management with an eventual section that has
lastly depicted an internet marketing plan on the basis of above obtained findings.

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