Internet Marketing Strategies and Analysis

This assignment delves into the world of internet marketing by examining various strategies, research trends, and their application in different cultural contexts. It specifically compares and contrasts internet marketing approaches between Malaysia and South Korea, drawing upon relevant academic research and case studies. Students are expected to analyze the effectiveness of different digital marketing techniques and explore the factors influencing consumer behavior online.

INTERNET
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Various elements of internet marketing ...............................................................................1
1.2 Internet marketing mix for Amazon .....................................................................................2
1.3 Comparing the internet marketing tools ...............................................................................3
1.4 Interactive order processing .................................................................................................4
TASK 2............................................................................................................................................5
2.1 Demonstrating the mechanics of search engine marketing ..................................................5
2.2 Copy for suitable opt-in email marketing newsletter ...........................................................5
2.3 Best practices in online public relationship .........................................................................6
2.4 Business using new digital media communities ...................................................................7
3.1 Conducting the secondary market research ..........................................................................7
3.2 Design of an online survey for Amazon ..............................................................................8
3.3 Use of electronic customer relationship marketing (ECRM)................................................9
TASK 2..........................................................................................................................................10
4.1 Outline of internet marketing plan .....................................................................................10
4.2 Covered in PPT...................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Internet marketing can be defined as a platform where the marketing of goods and service
is done by using the online platform with the use of mail and web in order to increase the sales
and revenue of merchandise. Internet as well as online marketing both are used in the
conjunction of one another and this has reduced the use of traditional form of marketing which
was usually done with the help of radio, TV, newspapers, magazines, etc (Holliman and Rowley,
2014).
Considering the various aspects of internet marketing, this present document has been
prepared on Amazon which is an electronic commerce as well as cloud computing company
having its operation whole around the globe. Mentioned firm is also treated as one of the largest
internet based retailer in terms of both sales as well as market capitalization. This present
document will focus on understanding the various elements of internet marketing. Further, this
report will also witness the various elements of internet marketing mix as well.
TASK 1
1.1 Various elements of internet marketing
Organisations usually focusing on internet marketing tools in order to promote their
products and services in the eyes of their valuable customers. Further, Amazon is also focusing
on various internet marketing tools so that they can develop a large customer base for the
products. First of all, Amazon has to create a remarkable content for the products and services in
which they are dealing. After this, they can emphasise on optimising the content for the search
engine optimisation (Pomirleanu and et.al., 2013). The next step in the process comes is to
promote the content through various social media channels. At last, manager of cited firm has to
analyse the data that which is working efficiently and what not. Moreover, the different elements
of the internet marketing has been discussed down under: Digital marketing: Digital marketing can be defined as marketing tactics where various
types of electronic devices are used in form of computer, laptops, mobile phones, tablets,
etc. The main of undertaking the digital marketing activities is to enhance the brand,
develop the preferences and hike the revenue and production of different Amazon
products (Xi Yu Leung, Xue and Bai, 2015).

 E-commerce: This aspect is also most viable element in the internet marketing process
where undertaking various functions on internet using Electronic Data Interchange (EDI)
is treated as a part of E-commerce. Moreover, organisation using this techniques do not
require any type of paper based document as each and everything are uploaded digitally
on internet. Pay per click: This element is one of the internet advertisement model which is usually
used in directing the traffics and the advertiser of the firm pays to the publishers. This
method can also be treated as cost per click method for promoting the products (Smith,
2012).
 Social media marketing: With this, Amazon can reach to the large mass of targeted
audience and can promote their products and services by creating account on social
media channels namely Facebook, Twitter, Instagram, etc.
1.2 Internet marketing mix for Amazon
Internet marketing mix also have the same components which normal marketing mix
elements has. With this, Amazon has to select the adequate form to enhance the brand image of
their different products from various categories. Internet marketing mix for the cited firm has
been discussed down below: E-product: Amazon has clear product portfolio for their new as well as existing products.
These need to be so because firm sells their product online only and therefore dividing
into different categories gives ease and comfort to customers. This will save time for
them as well because these categories matches the expectations as what clients are in
need of. Further, the description of each and every product is been given clearly too so
that customer buys the best product at best price E-price: The price of online products is relatively low when compared with the price of
market rate. It is usually because product is directly transferred from factory outlet to the
Amazon warehouse. This makes firm to sale products at low price with best quality
material. Apart from it, with the online marketing, there also exist reduction in the price
of other costs as well in form of staff, electrical, operational, etc (Khong, Siong-Choy and
Binshan, 2013). E-place: Audience can purchase numerous products from clothing to household and
other goods from the official website of Amazon. The link for the same is

www.amazon.com. Further, their research and development (R&D) team emphasise on
bringing more of the clients so that they can extend the size of both products and
services. The direct portal given to the customers give them ease and guarantee them to
have best of the shopping experience.
 E-promotion: Amazon always been a king in the online retailing and it is mainly because
the way they attract the audience towards the products of all age groups. Firm use
integrated promotional tools in form of social media channels, email marketing as well as
the search engine marketing. Further, advertisement in newspaper and TV is also one of
the major source where firm can attract more of the customers towards the large range of
products.
1.3 Comparing the internet marketing tools
Organisation usually use various types of internet marketing tools for enhancing their
performance in clear and effective manner. There are various internet marketing tools which has
to be successfully implemented so that the firm can gain competitive advantage over the other
online retail firm who is working in same industry (Clow, 2007). Some of the internet marketing
tools has been discussed down under:
 Search Engine Optimisation (SEO): This SEO plays an important role in order to get
higher ranking of the website in the major search engine namely Google, Bing, Yahoo,
etc. If SEO is not opted by Amazon then there are chances that the website page can
buried down in bottom in search result pages. Content which has been displayed in front
of the audience usually plays an important as with that only they will be able to make a
base of the loyal customers.
 Social media: Publishing the new arrivals and also the existing products at the social
media channels plays an important role as here organisation post updates about these
merchandise and attracts consumers towards it. Some of the social media channels which
is more benefited for the organisation are Facebook, Twitter, Instagram, Pinterest,
YouTube, etc. Organisation develops the image of the product in the eyes of their
valuable customers and make them loyal towards the organisation as well. Amazon has
almost 26.8 million likes on their Facebook page which shows their popularity in the eys
of the target audience (Omar, Bathgate and Nwankwo, 2011). Further, these consumers

are loyal for the enterprise products and wait for the new arrivals and trends from time to
time.
Further, there are also e-tools which venture can use and they are in form of Interactive
digital TV (iDTV), Internet Protocol Television (IPTV), etc. Firms major focus is on social
media channels only because a large mass of customers are gathered there in and it makes easy
for organisation as well to identify and satisfy their needs.
1.4 Interactive order processing
Amazon is one of the biggest online retailer which deals in different categories of retail
products and emphasise on satisfying the needs and demands of customers in clear and effective
manner. Firm sells products through their official website only and give customers ample
opportunities to track their order from time to time. The products selected by the customers are
delivered to them within specific time period (Ling‐yee, 2010). Firm also has their own
application which user can download from either play store of google or I store of Apple.
Further, Amazon use four steps procedure in order to fulfil the needs of the products.
Illustration 1: Order processing
(Source: Yuen, Yeow and Lim, 2015)
At the very first step, individual can choose the products which they are in need of from
the categories given. These categories help customers and make the search easy. In the next step,
selected order of the customer is putted into cart where individual can also select the quantity of
the product which he/she wants to purchase. The calculation will be done as per the quantity

order. The third step in the process will be verification of account and in this, the address of the
customers as well as other details will be tracked. The last step in interactive order processing is
where person can make payment for the same as per their convenience. There are various options
available to the customers in form of paying with debit or credit card. Apart from it, cash on
delivery option is also given to the customers as they can pay when they receive the order at the
door step.
TASK 2
2.1 Demonstrating the mechanics of search engine marketing
Search engine marketing is a online promotional medium where promotion of website is
done in order to enhance the visibility of search engine page results. These promotions are
usually done by the organisation by seeking help of advertisement and various optimisation
process (Ruparelia, White and Hughes, 2010). SEO usually enhance the website visibility for the
search engine result pages considering the unpaid mediums. Some major advantages of the SEO
techniques has been discussed down under:
 SEO is helpful as it increases the traffic of the search engine result pages and put the
content at the top of the list. This gives firm an dominating hand when the Amazon
content is at the top of the list because it will give them a upper hand in making a loyal as
well as large base of customers. Further, this will also lead into increase in revenue and
productivity of the venture.
 SEO plays an important role and it helps Amazon in choosing appropriate keywords so
that the smart search is made by the customers. If audience at the time of searching
putting right keywords, then they will be able to find the Amazon page at the top of the
list in search content.
Stating the positivity of SEO, there exist some disadvantages of the same and mentioned
firm has to undertake effectively and should focus on solving the same. Increasing spam is one
of the major drawback because with the increase in customer traffic, there might be chances that
the site will slow down or few people will not be able to open the web page (Koku, 2012).
2.2 Copy for suitable opt-in email marketing newsletter
E-mail marketing newsletter states the components which firm will be dealing in as this
will play an important role in attracting consumers towards their products. This will also enhance

the organisation performance and they will be able to get an upper hand over their rival
competitors who are working in same industry (Omar, 2009).
Dear Customers,
Thank you that you have subscribed to our newsletter. From now onwards, you will get
information about our new launching of the products and also regarding the sales and discounts
prevailing on brand. In order to ensure the delivery of the mail, set this mail as favourite in the
web browser list. If you do not want to subscribe to our newsletter any more, type
“UNSUBSCRIBE” On 325874. For getting any type of customer service, contact to our
customer care executives at www.amazonservice.com
Regards,
Team Amazon
2.3 Best practices in online public relationship
Online public relation can be defined as a process where organisation emphasise on
making bond with the customers so that they can purchase their products. Further, online public
relation has sort of objectives as traditional public relationship used to. Traditional PR means a
process where people need to be influenced without placing the content of brand. Online
personal relation include building up of relation at trial, awareness as well as development of
particular impression (Regester and Larkin, 2008). Further, the expenses incurred in the online
public relation is relatively low as compared with the other public relation sources. Amazon
being a largest retailer knows what customers are for them and thus, they develop an effective
bond with the customers so that they can give their best performance. They make a strong
relation with them by gaining their feedback and also asking for their valuable suggestions.
Moreover, making a healthy public relation is not a cup of tea for any organisation and
thus it is necessary for the venture to keep up the image which they have prevailed till now.
Further, for undertaking PR strategy, manger has to seek certain things in their mind and some of
them are:
 Interactive advertising: This element states that organisation can use certain pictures and
videos for developing a healthy relationship with public.

 Targeting: Specific audience has been targeted for planned communication in
organisation. It is necessary for the management of Amazon to select a specific segment
or audience to attract towards their product or service.
2.4 Business using new digital media communities
Digital media communities used by the venture in order to improve their revenue and
turnover. Cited firm using social media channel specifically in order to make a loyal base of the
customers (Barlas, Lanning and Heavey, 2015). Publishing their new products and updating
audience regarding the new arrivals will make customers anxious and they will be eagerly
waiting as when they will be in stock. From witnessing, it was found that the profile of Amazon
on Facebook is very much sound and there are few posts on daily basis which attracts customers
towards their products. Moreover, seeking valuable suggestion is also done from there only and
with this, they will be able to enhance the base of their loyal customers.
Apart from it, venture is also on Instagram where they post photos and videos of existing
as well new arrivals which will be adding soon. Attracting customers through this will make a
brand image for the venture and they will be able to make a huge earn high amount of profits as
well. Further, manager of cited venture can store the data of the clientele at cloud, Dropbox as
well as on Google drive. With this, firm is able to improve their online reputation in global
market (Brace, 2008).
3.1 Conducting the secondary market research
Secondary market research is something where data is already published and are recorded
in newspaper, articles, journals and different other sources. When talked about collecting data
from primary sources then it need to be collected from varied internal sources which is in form
of balance sheet, P&L, sales figure, stock figure of Amazon, etc. One of the core benefit in
conducting a secondary market research is that it costs less and takes less time when compared
the energy consumed in primary market (Clow, 2007).
Further, some facts are revealed from the secondary sources as cited firm take use of the
customer need assessment parameter by undertaking various research. Further, the data here is
calculated from various sources in form of reports as well as websites. Further, there are some
information which the venture has kept open in form of their trend in sales as well as
performance.

3.2 Design of an online survey for Amazon
Online survey plays an important role for the cited venture as it helps in identifying the
customer satisfaction of individuals who are using the products of Amazon. Survey has been
conducted in order to find where the organisation stands in terms of performance of employees
as well quality (Omar, Bathgate and Nwankwo, 2011). The measures undertaken were pricing,
product delivery, past purchase history. Further, customers have been selected and the survey is
been done on their official website. For this, firm has undertaken both open ended and close
ended questionnaire.
Survey Title Measuring the satisfaction level of Amazon customers
Survey Theme Finding satisfaction level of customers
Survey Approach 50 individuals are undertaken for the research
Sampling Size Method of random sampling is done for 50 individuals
Collecting Data Method Online survey method.
Survey Participants Amazon product users
Questions Name: __________________________
Age:
 15-20 years old
 20-30 years old
 30-50 years old
 Above 50 years old
Gender:
 Male-
 Female-
Since when you are buying products from Amazon?
 Less than 1 year
 1-2 years

 2-4 years
 More than 5 years
Factors you consider before purchasing products from online
sources
 Price
 Quality
 Discount
 Occasional offers
Do you switch online retailers for other products
 Yes
 No
Do you believe Amazon customer service gives you appropriate
feedbacks
 Yes
 No
Do you suggest your friends or relatives to make online
shopping from Amazon store
 Yes
 No
Do you agree that pricing adopted by Amazon is worthy?
 Strongly agree
 Agree
 Somewhat agree
 Disagree
 Strongly disagree
3.3 Use of electronic customer relationship marketing (ECRM)
In short, it is known as ECRM which emphasise on using the internet environment i.e.
intranet, extranet as well as the use of internet services. Cited firm considering this emphasise on
developing relationship with customers. Moreover, the overall focus of venture is on saitsfying

the needs and demands of their customers as with that they will be able to maintain their
goodwill as well as market share effectively. Apart from it, customer support executives majorly
relies on Customer Relationship Management (CRM) policies which will help them in making a
strong bond with their customers. Moreover, ECRM gives a lot of benefits to the venture and
these are in form of:
 ECRM will help venture in understanding their customer's so that they can give better
value for the services to the customers.
 With this, they will be able to make a effective bond with them and will emphasise on
satisfying their needs and demands in clear and specific manner.
 However, some securities issues are also linked with it because it is an open network,
data theft is one of the major concern for Amazon. Secured database will overcome this
issue and will lead them to improve their services from time to time.
TASK 2
4.1 Outline of internet marketing plan
The common steps that should be followed for a strong marketing plans are as follows- Market Research- The Primary step of any firm is to have an in-depth research of the
market. Through this,the customers should be defined on the basis of their buying
behaviour. Amazon is doing the deep study of the markets on the basis of different areas
considering the prevalent focus of the customers. For example: age category of people
actively doing online shopping, their preferences, frequently buying behaviour, etc
(Holliman and Rowley, 2014). . Keeping track of all these kind of information, it help
firm in designing proper outline for the research. Target Market- Amazon has targeted both upper class and the middle class people. The
main motive behind it is that mostly upper and the middle class people prefer shopping
online as the have the knowledge and experience in this basic area. They find it more
convenient to buy online instead of purchasing through outlets as it saves their time and
cost. But as the competition is high in the field, amazon keeps on working towards
maximum customer satisfaction by concentrating on the frequent buyers and attracting
the potential customers as well.

 Buying Decision of customer- The buying decision of the customers depends on various
factors as their purchasing power, brand loyalty, various discounts and premium offers
allowed etc.
4.2 Covered in PPT
CONCLUSION
From the above report it depicted that Amazon uses various internet marketing tool so
that they can enhance their sale and revenue of the products and services. Further, mentioned
organization is focusing on undertaking elements of internet marketing mix as this will enhance
the working of cited firm achieve their goals and objectives. Moreover, document also states that
organization has used various ways to attract customers which includes PPC, SEO and social
media channels.

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