Digital Marketing Strategies and Ethics

This assignment delves into the critical aspects of digital marketing strategies while emphasizing the importance of ethical considerations. It examines various digital marketing techniques, including search engine optimization (SEO), social media marketing, and online advertising. The focus is on understanding how to implement these strategies effectively while adhering to ethical principles and best practices outlined in public relations guidelines. Students are expected to analyze case studies, research current trends, and critically evaluate the ethical implications of different digital marketing approaches.

STUDENT NAME:
STUDENT ID:
SUBJECT CODE:
ASSIGNMENT TITLE: INTERNET MARKETING FOR SMART
RESTORATIONS LIMITED
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Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 The Different elements of internet marketing...........................................................................3
1.2 Evaluation of the internet marketing mix..................................................................................4
1.3 Comparison of the internet marketing tools..............................................................................5
1.4 Effectiveness of interactive order processing at work...............................................................5
Task 2 (Refer to PPT for Video presentation).................................................................................7
2.1 The mechanics of search engine marketing...............................................................................7
2.2 A suitable opt-in email marketing newsletter............................................................................7
2.3 Guidelines for best practice in online public relations..............................................................8
2.4 Usefulness of new digital media communities like file-sharing sites in businesses..................8
Task 3...............................................................................................................................................9
3.1 Secondary marketing research of the industry...........................................................................9
3.2 Understanding of impediments to buying online for shoppers through a survey....................10
3.3 Effectiveness of electronic customer relationship marketing in customer interaction............12
Task 4.............................................................................................................................................13
4.1 An internet marketing plan outline..........................................................................................13
4.2 A poster presentation on pay per click advertising..................................................................16
Conclusion.....................................................................................................................................16
Reference List................................................................................................................................17
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Introduction
In the age of globalization, internet marketing is the need of the hour. Internet marketing brings
new opportunities in the fields of advertisement, marketing of the products as well as services,
increasing brand loyalty, brand value of the company, customer relationship and so many other
things. It also brings new challenges such as data security, safety of online transactions, legal
obligations and so on. In three sections, the assignment has been divided. The first section has
dealt with the internet marketing tools, the elements of internet marketing and the effectiveness
of order processing (Shih et al. 2013, p.538). The second section deals with the mechanics of
search engine marketing and an e-mail marketing newsletter and usefulness of file sharing sites.
The third section deals with an internet marketing plan based on a secondary marketing research.
A brief conclusion follows that. The thesis statement of the assignment is to analyze these
fundamentals mentions above for Smart Restorations Limited.
Overview of the organization:
Smart Restorations Limited deals in used and refurbished office furniture items. After the
recession, the company felt the urge to reshape itself so as to get a new shape after the
slowdown. Smart Restorations Limited thought of using the Internet to get its name out to
customers that would be ready to buy when the economy picked up again.
Task 1
1.1 The Different elements of internet marketing
The elements of internet marketing may be summed up as follows based on the terms and
conditions of internet use and market based principles of business related with management:
Designing of website: Designing is the most important and prime facie plan of internet based
marketing based on which attracting consumers to come into the market base of online products
of a business is carried out (Shih et al. 2013. p.534).
Strategist content: Strategist content is based on the idea which encourages business based
online good producing entities to attain a specific goal or performance related objective of online
business.
Giving things away: giving the consumers a sample of online plan is the third strategized
element of internet business.
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Teaching in a simple manner: It is an important procedure for internet marketing plans and
procedures.
Processes of nurturing the staffs related with the internet marketing and encouraging
them: The next based process of internet marketing is to boost up the morale of the people of
internet marketing business (Rastogi and Khan, 2015, p.183).
Search Engine Optimization (SEO): Selection of proper keywords in terms of manipulation of
the business of internet marketing in an accurate manner is another important process of internet
marketing based on competition among websites searched by users in terms of use of different
search engines.
Making Google happy and expanding your choice of business: It is another important process
behind the concept of internet marketing process or procedure.
Finding out the right or suitable strategy for implementation: It is another process based on
which internet marketing structure is solely dependent upon in accurate terms.
1.2 Evaluation of the internet marketing mix
The internet based marketing mix is based on 4Ps of marketing via internet or online mode in
terms of four processes: product, price, place and promotion.
Product of internet marketing mix: Assessing a product by touching it is not an component of
online based marketing .The products features are published or uploaded on the marketing based
e-websites and their durability period is also mentioned in the marketing website based on which
the product assessment is done for the sake of interests of participating customers in e-marketing
processes (Lian and Yen, 2014, p.142).
Price of internet marketing: Internet based pricing strategy is very competitive which takes
into account different kinds of terms and conditions of online businesses .Internet marketing
takes into account different pricing strategies by which online based pricing auctions are
available for online buyers. There are facilities of repeated purchase of type of product by
various types of online customers which facilitates the use of online methods of transaction of
payments or purchase price of products via debit cards or credit cards in a total confidential
internet based marketing.
Place of internet marketing: Place of internet marketing is based on the procedures of internet
based linkages or websites of internet marketing accessing which the consumers buy products of
their desired choice via online mode (McClure et al. 2016, p.44).
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Promotion based internet marketing: Promotion of e-marketing based goals and strategies are
another vital component of online marketing based business procedures and practices. E-
promotion strategies include campaigning via online advertisements of the online business
profiles of companies at the top of search engines of Google, Bing, yahoo and others.
1.3 Comparison of the internet marketing tools
The comparison of internet marketing tools can be done in the following manner. IBP and Web
CEO help in optimizing of web pages and provision of interfaces in terms of various searched
websites. And the later helped in implementing a more structured search engine by promotion of
efficient marketing based keywords for searching marketing tools and instruments. Monitoring
and controlling of website ranking technology based procedures helps to maintain the
atmosphere cum environment of product related or product based internet competition. Web
CEO helps in allocating various keywords for various search engines for popularizing the
website searches and up gradation of their standards.
Similarly SEOElite and SEO Studio are other important e-marketing tools which provide
multiple channels of internet link pages and using smaller sites for internet based marketing
promotion and orientation (Liu et al. 2013, p.889). Analysis of computer based data oriented
goals and provision of customized tips are other important processes connecting with these two
e-marketing tools respectively. Making the jobs of article soundly easy by selecting appropriate
keywords of business related goals and comparison of different kinds of web pages against
different websites are other processes related with internet marketing. Features of websites in
terms of development of business related goals or purposes in terms of PPC and Travis are other
profitable goals linked with internet marketing strategies. These marketing tools are based on
several purposes like historical data analysis and strategizing procedures. These comparisons are
made in due discussions with the internet based marketing plans or procedures of businesses and
other development criterions (Kalia et al. 2015, p.126).
1.4 Effectiveness of interactive order processing at work
Internet marketing based on the process of interactive coursework in terms of processing of
orders is the processes connected with judging the efficiency of internet based businesses of
internet based marketing communications and business based on management. It is a beneficiary
process to evaluate work via interactive order base processes by virtue of calculations of
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businesses payoffs of organizational management especially to those who engage in e -marketing
or online marketing procedures. It is effectively and most suitably dependent on customer
processes that can serve for testing, identification and implementation processes or rules which
are sufficiently channelized in a close-loop based system of marketing interventions and
objectives based performance (Fritz, 2013, p.99). Interactive order processing is dependent upon
goal setting, forecasting, and guidance provided to business procedures based on internet based
communications which guides the process of internet based management in the business and its
associated or ancillary objectives. Interactive order processing is based on planning, justification
and proper judgments based evaluation of businesses which support the various short term and
long term payoffs related with business and associated activities related with work and its
components which are carried out through online mode through these actions or activities
respectively (Wei and Lu, 2013, p.198). These other kinds of performance evaluation and
performance redressed mechanisms are based on these purposes of internet marketing. Target
audience is another important process of internet marketing process based evaluation of business
in this regime of internet marketing.
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Task 2 (Refer to PPT for Video presentation)
2.1 The mechanics of search engine marketing
There are several elements of search engine marketing that are used to increase the popularity of
a website and the conversion rate. It means that the sites are more visible on the search engine
and the customers get an easy access to the contents in those sites. Some of the disadvantages are
the black hat ACO and the technical uncertainties that are linked to the internet. Some of the
major elements of search engine marketing are:
Search engine optimization (SEO): Indexing, preventing crawling, cross links between
different pages are some of the ways that are used to SEO. Sometimes the number of back links
also is used as a tactic in promoting SEO. The guidelines are decided by the search engine
company.
PPC marketing: The more number of clicks will bring the more payment.
2.2 A suitable opt-in email marketing newsletter
The sending of the newsletter can be done with or without confirmation of the customers. A
newsletter consists of specific information about the products regarding a company in this case
that may be the products of Smart Restorations Limited. A Suitable opt-in e-mail marketing
newsletter has been prepared for Smart Restorations Limited.
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2.3 Guidelines for best practice in online public relations
By online public relations the social media platforms are the best. Online public relations focus
on the issues like trust, reach, cost and transactions. There are also criticisms around the online
public relations regarding the issue of identity and sources of information of the data provided.
2.4 Usefulness of new digital media communities like file-sharing sites in
businesses
The purpose is to develop the internet in order to get mutual benefits. There are several sites that
provide the facility of file-sharing such as you tube, Twitter, flickr and so on. In these sites the
users who upload and share their files are fully responsible for their files and documents. These
sites and facilities are very important for many companies which do not have enough capacity to
develop their own technologies to keep or maintain data regarding their companies (Yeh et al.
2017, p.14).
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Task 3
3.1 Secondary marketing research of the industry
The secondary marketing research includes the collection of data from various sources like the
books, journals, online articles, online journals and the research papers that have already been
prepared for the same purpose. There have been very crucial studies done on this topic and
having undertaken a research of most of them, several important features relating to internet
marketing have been found:
Online shopping behavior of the consumers: This includes the factors that influence the
customers prior to making a purchase online. For a business a proper understanding of the
consumers’ intentions is very important. These factors are: online transaction, mode of
transaction, validity of that transaction, mode of payment, delivery and quality of the product
(Strauss, 2016, p.139). Another feature that also matters a lot is the guarantee and warrantees of
return for that product. These factors include a compact method for online transaction for a
company.
The process of purchasing: In studies, it has been seen there is a sharp difference between the
number of surfers and the number of buyers. The reason is that many customers find it difficult
to adjust to the norms of transaction and sometimes they are reluctant to have online purchase.
The mode of payment is also a bone of contention. Many of the customers also abandon the
purchasing process in the middle because of the labyrinth and time consuming processes. The
security measures in online purchase area also not satisfactory in many cases and that also makes
a hindrance in the whole process (Ryan and Graham, 2014, p.152). It has also been found in the
secondary research that many of the customers are not satisfied with the information available
about the products that they are going to purchase. There can also be price issues but whatever it
is it is a fact that the easy gateway for the customers is always a positive and simpler way of
getting involved in online purchasing.
Satisfaction of the consumers: Customer satisfaction and brand loyalty are the two sides of the
same issue. Many of the customers are only satisfied with one kind of transaction mood and they
are also found satisfied with one particular kind of product. The customers are prefer to use a
certain site for their transactions as they find that the mode of transaction is faster there and the
delivery process is also quick (David, 2015, p.109). Creating a proper brand loyalty is therefore a
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must for customer satisfaction. Creating online relationship with customers also promote brand
loyalty and therefore customer satisfaction in the process.
3.2 Understanding of impediments to buying online for shoppers through a
survey
As there are some positives of online purchasing, there are also a few negative factors or
impediments attached to online shopping as well. These features are the following. The First one
is regarding the privacy issue. The customer would certainly want that no information regarding
his purchase is made public and therefore would like to have more and more security measures in
the transaction process and yet he would want that the whole process should be transparent and
easy (Scott, 2015, p.138). Apart from that the bank details and amount details are always thought
to be very confidential for a consumer and therefore he does not want to make an online
transaction. Security measures are also very important as the payment mode must be very much
secured as money is involved in that process. Many transactions done online are required to be
through a particular channel so that the money is deposited to the target account safely
(Amerland, 2013, p.145). There are also several technical disadvantages such as the speed of the
internet and the validity of the data provided for transaction. Many times the payment details are
not clear and authentic thus the customers fear to give enough information about the payment.
Cultural differences, efficiency of that transaction also work as impediments to online shopping.
There can be two types of questions that can be asked to the customers: close-ended questions
and open-ended questions.
Close-ended question:
(1) Are you satisfied with the pricing of Smart Restorations Limited?
(a) Satisfied
(b) Not satisfied
© Somewhat satisfied
(d) No comments
Open-ended Question:
(2) What are the steps that are to be followed to enhance customer satisfaction?
There can be many things such as focus group research and interaction with the customers by
following which customer satisfaction can be improved. Listening labs are also very important to
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change the current situation. There can be many ways by which research can be done on sample
customers.
A survey is designed through www.surveymonkey.com in order to address the problems with
customer satisfaction of Smart Restorations Limited.
Customer satisfaction survey for Smart Restorations Limited:
(1) Do you enjoy visiting Smart Restorations Limited?
(a) Yes
(b) No
© No comments.
(2) What would be your assessment with regard to online purchasing at Smart Restorations
Limited?
(a) Satisfied
(b) Dissatisfied
© Completely satisfied
(d) Completely dissatisfied
(e) No Comments.
(3) What is assessment of the quality of furniture at Smart Restorations Limited?
(a) Very Good
(b) Very bad
© Extraordinary
(d) Satisfactory
(4) What mark will you give to Smart Restorations Limited on customer satisfaction?
(a) 7-10
(b) 4-7
© 1-3
(5) Are you satisfied with the pricing issue at Smart Restorations Limited?
(a) Yes
(b) No
© Not fully
(d) Okay
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3.3 Effectiveness of electronic customer relationship marketing in customer
interaction.
Electronic customer relationship marketing is one of the parts of an overall corporate strategy
and many of its tools are used to enhance the customer satisfaction and the enlargement the
customer base of the organization. Electronic customer relationship marketing is executed on the
ground by using certain tools such as e-mails, data collection tools, warehousing, data mining
and so on. The electronic CRM strategy that has been developed by Smart Restorations Limited
focuses on three main points: people, process and technology (Bradley, 2015, p.130). The
electronic CRM strategy has figured customer satisfaction as the main goal. For fulfilling this
purpose, new software has been developed by Smart Restorations Limited. It not only enables
the company have some of the problems relating to the information and functioning of the
transactions get solved, but also increase its customer satisfaction index. Another purpose is to
develop e-loyalty of the customers for the furniture of Smart Restorations Limited. The
electronic CRM strategy of the company is such that it helps the organization have all the details
about the comments and transactions of the customers (Chen et al. 2015, p.278). The purchase
behavior of the customers is also stored at the software of the company. There are also options
by using which the customers can give their reactions about the products. In this way, the
customers’ preferences are known and based on that the future policies and strategies and the
pricing strategies of Smart Restorations Limited are made. Apart from that, there are also
security issues attached to the electronic CRM strategy of the company (Parsons, 2016, p.101).
The use of open information tool by Smart Restorations Limited often results in data theft. For
the purpose of tackling this issue, several steps are taken.
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Task 4
4.1 An internet marketing plan outline
In order to develop an internet marketing plan outline, Smart Restorations Limited needs to do a
proper analysis of the extant market situation.
Business objectives:
(1) To increase the market share of Smart Restorations Limited
(2) To introduce internet marketing.
(3) To increase customer satisfaction.
Marketing objectives:
(1) To have a more focused market so that diversification of the products is possible.
(2) To transform the informal transactions into formal transactions.
(3) To reach the youth of the nation via the social media platforms that save time and cost.
SWOT analysis:
By using a SWOT analysis, this analysis has been done. By using the click-through rate, Smart
Restorations Limited has developed a data regarding the customers visiting the site and the
number of customers clicking a link.
Strengths: The strengths are:
(1) Strong brand value in terms of the furniture products.
(2) Superior technology is used to furnish the old furniture products.
(3) The relationship of Smart Restorations Limited with the suppliers and the customers
always remain at a higher level.
(4) The customers also have a good perception about the price and quality equilibrium of the
products (Stacks, 2016, p.120).
(5) It also maintains a detailed data about the number of customers and the suppliers daily.
(6) The company has a good market presence and the delivery mechanism is also good and
diverse in distant lands of the country.
Weaknesses:
(1) The company has several issues with the laborers and thus the working environment has
been tense.
(2) The company does not have any branches outside the UK.
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(3) It also several legal issues.
Opportunities: The opportunities of the organization are the following:
(1) It has a great opportunity to expand its business in the emerging markets of India, China
and Brazil (Steyn and Niemann, 2014, p.181).
(2) It can also diversify its market.
(3) Execution of the electronic CRM strategies will increase its customer reach.
(4) It can also launch an e-mail campaign.
Threats: The threats for Smart Restorations Limited are the following:
(1) There is sharp market completion for Smart Restorations Limited.
(2) There are also legal complexities in the new electronic CRM technologies.
Marketing problems and Opportunities: The marketing problems are the completion in the
domestic market and the slow demand in the global as well as the domestic market. The
availability of enough used office furniture and skilled workers are also a problem (Tuten and
Solomon, 2014, p.141).
The opportunities are linked to the proper implementation of the electronic CRM techniques and
have an effective customer relation.
Target Market Identification: The target market is of course the domestic market as this is the
base of both supply and demand. Apart from that the middle class of the country that is more
enthusiastic about shopping is also going to be targeted (Scott, 2015, p.125). For the long-term,
the emerging markets are important.
Action Plan for promoting Internet Marketing:
Actions Responsibility Timeline Resources Challenges communication
Marketing
research
Research
persons
Begin: 6th
Feb
End: 15th
Feb
Company
funds
Limited time Submission
Development
of E- CRM
strategy
Experts on
online
marketing
Begin: 16th
Feb
End: 18th
Feb
Company
funds
Extensive and
comparative
data
Meetings
Development Technicians Begin: 19th Loans from Changing Via e-mail
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of software Feb
End: 1st
March
banks technologies
Connecting to
Social media
platforms
Department
of marketing
Begin: 3rd
March
End: 10th
March
Bonds
issued
Security
challenges
e-mails
Store
management
and delivery
Department
of sales and
storage
Begin: 7th
march
End: 10th
April
Company
funds
Rearrangemen
t of data
meetings
Timetable for Implementation:
Actions Week 1 Week 2 Week 3 Week4
Marketing
research
Development of
E- CRM strategy
Development of
software
Connecting to
Social media
platforms
Store
management and
delivery
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4.2 A poster presentation on pay per click advertising
Conclusion
In the conclusion, it can be said that any strategy or plan is successful only when it is
implemented properly. Smart Restorations Limited has developed this strategy to promote its
furniture products after the slowdown. The Internet marketing strategies also help to interact with
the different social media platforms and the preferences of the customers.
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Reference List
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Bradley, S.V., 2015. Win the Game of Googleopoly: Unlocking the Secret Strategy of Search
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Chen, Y., Yan, X., Fan, W. and Gordon, M., 2015. The joint moderating role of trust propensity
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David, M., 2015. WordPress Search Engine Optimization. Packt Publishing Ltd.
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Kalia, P., Kaur, N. and Singh, T., (2015). Internet Marketing and B2C E-Commerce: The Indian
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McClure, A.C., Tanski, S.E., Li, Z., Jackson, K., Morgenstern, M., Li, Z. and Sargent, J.D.,
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Ryan, K.M. and Graham, R.S., 2014. Understanding Search Engine Optimization. In Taking
Down Goliath (pp. 145-154). Palgrave Macmillan US.
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Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John
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Strauss, J., 2016. E-marketing. Routledge.
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