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

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).