Internet Marketing Strategies

The assignment delves into the concept of internet marketing and examines Pay Per Click (PPC) advertising as a key strategy. It discusses how PPC works, its advantages, disadvantages, and its role in driving customer engagement and brand awareness. The document also provides illustrations to enhance understanding.

Internet Marketing

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INTRODUCTION
Relevance of a business organisation over internet marketing techniques is due to
difference in products and services offered. Majority of people irrespective of their age group are
getting involved with internet and applications based on it (Weinberg, 2009). Proper planning is
required to produce an efficient technique which will be able to communicate products and
services of Smart Restorations Ltd. via internet. Applications of internet marketing are
spectacular. Several websites and media platforms that engage large number of visitors advertise
company products and strategies as interactive ads. In this report, the basics of internet marketing
will be discussed along with brief description of the tools and processes involved in the same.
Market research is an important part of product development and planning. This assessment
consists of facts about secondary market research and electronic customer relationship marketing
tool which is used for managing customers and their responses for a particular product.
TASK 1
1.1 Elements of internet marketing
The different elements of internet marketing are described below:
1. SEO: Internet marketing's crucial element is SEO that is Search Engine Optimisation.
Basically, people get to know about a particular item or service that is new in the market
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Illustration 1: Elements of internet marketing

when they search about it on the internet through search engine. Smart Restorations
company has opted for internet marketing because of one such reason. In order to
increase popularity and get listed on the top pages of search engine, SEO is used.
2. Email marketing: The internet marketing element which is used for personalised
advertisements is email marketing. Companies sight potential customers who have
visited its official website and track their email ids for further communication (Hanssens
and Yildirim, 2014). Once, the tastes and preferences of customers are recorded, they are
sent a newsletter or a broadcasted email over their personalised email ids. This makes
them, aware about current offers and products which are available at the store. Generally,
this type of internet marketing is initiated to create brand loyalty and awareness amongst
both old and potential customers.
3. Social media marketing: The emergence of internet usage has created a virtual world.
This virtual world is ruled by social media websites like Facebook, twitter, Youtube, etc.
this mediums are used for marketing company's products and services. Smart
Restorations Ltd. can use this platform for promoting its products that is furniture goods
on the social media (Huang and Sarigöllü, 2014). People are getting engaged on these
websites because it helps in connecting individuals irrespective of the distances they are
apart. Direct interaction with all types of stakeholders brings huge benefits to customers.
4. Referral marketing: This element of internet marketing is based on promoting goods and
services by applying discounts and introductory coupons. This method is a form of
encouragement that buyers get when they get a referral code or offer. These are generally
provided by companies on their website or web applications (Sheau-Ting, Mohammed
and Weng-Wai, 2013).
1.2 Internet marketing mix
For business, marketing mix play a crucial role in which an enterprise develop a
marketing plan in more effectively. Today is an era of online business and for this, business
person adopt appropriate internet marketing planning through internet marketing Mix. To
recovering from recession, management of Smart Restorations Limited adopt internet marketing
mix to improve their way of working which is listed below:
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E-product strategies: In UK commerce sales are constantly high and its negatively
impacts on their business market. Smart Restorations is one off them who take advantage from
this and provide vast discounts to their user which positively impacts on their business. Their
users also have chance to design their customise trainer and see them before they think to order
the same products (Huang and Sarigöllü, 2014).
E price strategies: As per the traditional structure in pricing, management willing to
know about their customers capacity to pay. Accordingly, they design their product and its price.
On its contrary, consumer have power to shop as they want with their suitable price list. Smart
Restorations are also taken initiating to access the information regarding the price and maintain it
in effective manner. They also focus on the pocket friendly price in which they can grab the best
deal to purchase the products.
E place strategies: Location is one of the important part where management develop an
online link which often called online websites. Smart Restorations also focus on the same in
which they concern with their customer. Their management concern with their online
infrastructure which must easy to use for their users (Hanssens and Yildirim, 2014).
E-promotion strategies: With the help of this point, management send emails and
message to their users through their mail ID and contact numbers. Smart restoration also use E-
leaflets which assist to send their messages to their 100 users. This assist for save their time in
more effectively.
E-people strategies: Smart restoration also hire employee who provide customer care
services to their users (Harrington and Fauser, 2017).
1.3 Internet marketing tools
Digital marketing is a combined term for the marketing of products or services that uses
digital technologies, through internet by using mobile phones , online advertising and any other
kind of digital marketing medium. Use of technology is increasing day by day, which enabled
the companies to transacts its business online. E marketing tools helps any organization to
achieve its online marketing objectives (Tian and Lan, 2009). There are many e-marketing tools
available. Smart restorations limited, which is one the largest company, engaged in a furniture
business operates its business operations through e-marketing. Choice to have usage of e–
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marketing tool depends upon the company's e-marketing plan. The commonly used e–tools by
the management of Smart restorations limited are as follows:
Social media marketing- social media marketing means a strategy or tool used by a
company in which products of a company is sold online. It is one of the most cost effective
method chosen by Smart Restorations Limited, for the marketing of its furniture products . The
company can choose any method of social media marketing like
 Facebook
 YouTube
 LinkedIn
with the help of social media marketing Smart restorations limited has a better interaction
with its customers. Its so because customers are now,a days prefer to buy everything online , as
they do not have enough time to invest upon (Frost and Ansary, 2009).
E-mail- This tool of marketing is also very widely opted by the companies these days.
email marketing is a concept which involves selling the company's product via e mail. Smart
restorations limited use this strategy as its manager directly target its respective costumers by
sending message regarding any information about their product. The consumers who are
regularly buy products from the company are targeted by management of smart restorations
limited.
1.4 Interactive order processing
Smart Restorations Ltd. is a furniture company that aims to sell refurbished goods. The
company has opted for marketing its products through internet and with help of Medium Blue
search engine marketing company. This can be possible when company has its own e-commerce
website that is online shopping portal. The process that enables customers to purchase certain
commodities over internet is interactive order. The basic stage of this processing is placing of
order (Harden and Heyman, 2009). When a customer initiates a purchase request through online
shopping portal then interactive order is formulated. The first and foremost priority of every
customer is safety while doing payments because credit and debit card details are involved.
Hence, companies tie up with certain payment gateways that provide assurity for safe and secure
payments. For example, Visa, Paypal, American express and Master card are dominant in
online markets of UK.
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The interactive order processing is safe when these gateways are well communicated with
banks and schemes provider. Once, a customer fills in their credentials, it is the duty of gateways
to verify them from banks and depending on the mode of payment that is Credit Card, Debit
Card or Net-banking, the issuing bank transacts billing amount (Hanson and Kalyanam, 2007).
Once, the amount has been debited from customer account is then transferred to merchant
account that is the company from which products are being purchased. The entire process is
terminated only when customer receives a confirmation that payment is received and order is
placed. Rest of the responsibility relies on Smart Restorations that is going to deliver appropriate
order to customer.
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TASK 2
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The company has gained recognition for its internet marketing strategies that have helped
various business organisations to excel in e-commerce and build up. Smart restorations Ltd has
chosen this company for promoting and developing marketing strategies with help of internet.
Various techniques like search engine optimisation and use of digital marketing media is implied
in the internet marketing strategy of Smart restorations.
Basically, Smart Restoration is a furniture selling company that is new as well as refurbished.
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SEO is a technique that involves the listing of companies on first few pages of the search
engine. Whenever a consumer requests or inputs keywords, there is a list provided to them which
is present on the website. The internet marketing techniques also include SEO because the more
frequent a company's website is visited, greater publicity is acquired.
Onsite optimisation: Infrastructure of the website is optimised and marketed according to
requirements of Smart Restorations preferences and demands.
Content: This element plays a vital role in SEO. The relevancy and meaningfulness of
content should not be compromised by any company.
Back Links: The organisations that get naturally ranked high in list of search engines
gather more brand recognition. It means that if Smart Restorations Ltd. is able to gather more
consumer traffic towards their website, search engines will organically rank them high and may
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be company can be #1 competitor in furniture industry when considering online shopping and
refurbished furniture.
Since, search engine is the first platform through which company's profile will be
perceived, attractive content is highly demanded. It adds value to Smart Restorations profile.
Moreover, users should be helped and supported with their queries when they refer to the content
that is present on the web.
Transcript
e-Marketing Manager- Hi Sir!
Leslie Mann- Hello
e-Marketing Manager- The above is the mechanism of SEO that is designed for the Smart
Restoration Limited so that they may easily market their products and services within the
environment.
Leslie Mann- Thank you fopr devising the SEO but can you please tell me regarding the
functioning of it?
e-Marketing Manager- The mechanisms of the search engine is quite easy. The system search
for multifaceted keywords or content through reviewing and searching the sites or web-pages.
Further, the advanced graded pages are listed at the top. The computer system uses a ranking
algorithm through which the pages are ranked on the basis of respective keywords.
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The main aim of this concept is to inform public and respective buyers about the things
that happens in the competitive market place. The company should have good online relations
with the public so that it can build a good image on the mind of the costumers.
Smart restorations limited has also contributed to maintain good relations with its buyers.
Management of smart restorations limited has a better management for generating effective
relationships with clients. Smart restorations also can emphasize on e marketing as its products
are sold through digital marketing.
Transcript
e-Marketing Manager- Hi Sir!
Leslie Mann- Hello
e-Marketing Manager- The present slides focuses on reviewing the guidelines that is practiced
while engaging in delivering their services on the online platform.
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Leslie Mann- Do it support the organization in performing their activities and services within the
organisation.
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Smart restorations limited has framed following PR strategy to have better relations with
consumers:-
Company has targeted its audiences , such as customers , suppliers etc.
The management of company has determined the information regarding its consumers, which
helps the company to identify their preferences.
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 High level list of potential media has been framed by company so as to coordinate with
the consumers
 Company monitors websites, blogs and other media outlets.
 The company has the ability to measure campaign results.
Companies are now, trading its business operations through online marketing , which has
a great significance. public relations is an act of management of communication between an
organization and its key stakeholders with a view to build and maintain a positive image on
them.
It involves evaluation of public exposure, opinions and attitudes. Further more, it also
develop policies for communicating with public.
It influences people to buy branded products. through online marketing system company
provides general information to the customers.
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 Social media platforms like Facebook, Twitter, Tumblr, Google Plus, etc. are the
currently popular websites that are used by individuals for sharing files and information.
 These files can be anything like important documents, media files, photos and videos.
 These are frequently operated by individuals and hence, their tendency to see and visit an
interesting advertisement also increases. The registration costs on these portals is nothing
which means companies can extract a lot out of these file sharing communities.
 Email marketing as discussed ahead is also a part of the digital media communities that
are sharing files and continuously connected.
 The information regarding online campaigns and events are also formulated using this
media.
 E-mail is although considered as to be very professional but Smart Restoration can use
this platform for marketing its requirements and products.
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 Display advertising includes designing web banners and posters which will be applicable
on company website as well as other media portals.
 When a person visits any webpage, his/her attention is grabbed when there is an
advertisement or display media available.
 It acts as a hyperlink through which traffic is directed towards company websites. There are other platforms in display media which are available for internet marketing.
These include flashy texts and images which are frequently searched.
Transcript
e-Marketing Manager- Hi Sir!
Leslie Mann- Hello
e-Marketing Manager- Social media platforms like Facebook, Twitter, Tumblr, Google Plus, etc.
are the currently popular websites that are used by individuals for sharing files and information.
Leslie Mann- Yes, it support the organization in enhancing their reach over the internet platform.
e-Marketing Manager- There are some other display advertising includes designing web banners
and posters which will be applicable on company website as well as other media portals.
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TASK 3
3.1 Secondary market research for Smart Restoration Limited
Smart Restoration limited is one of the best UK online company who provide appropriate
services to their customers. The main aim of this firm is provided appropriate services to their
online users. For this they adopt secondary market research in which they grab knowledge about
their customers (Sheau-Ting, Mohammed and Weng-Wai, 2013). For research, management
design account on social media site in which management create account Facebook and twitter
which assist to grab their online customers reviews in more effectively.
Management of the entity also develop a well design structure for their web page and
maintain it in effective way. As per their feedbacks, management concern with their customers
points and implement on this in effectively. If their customers are satisfies from entity services
then this positively impacts on their business operations. A better consumer experience has been
achieved and strong brand awareness has been created by making use of customer relationship
marketing (Astuti, Silalahi and Wijaya, 2015). With the help of this research management grab
appropriate knowledge about their customers which is good for management.
3.2 Online survey
Questionnaire
1) Are the label prices given by Smart Restorations Ltd. a value for money deal?
 Yes
 No
2) How was your overall shopping experience?
 Good
 Very Good
 Excellent
 Very poor
 Poor
 Average
3) Did you find our security features trustworthy?
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 Yes
 No
4) How frequently have you shopped on our website?
 First time
 2-3 times
 3 or more than that
 Never purchased anything
5)If you have never purchased anything from Smart Restorations, please provide the reason
_________________________________________________________________
This online survey is aimed to generate information regarding the reasons that are
responsible in stopping customers from purchasing via online shopping portals.
3.3 Electronic customer relationship management
In this world mostly all the companies follows the electronic marketing strategy for
making a better interaction channel. In the traditional method companies follows the hard
printing brochures they are less effective interaction channels for strong communication (Eid,
Trueman and Ahmed, 2006).
Smart Restorations Ltd is a private firm for selling a customised office furniture to offices
with the increasing recession in that time they think about how to improve the country economy.
They started with the customised furniture company at a small level because the company knew
that leading edge of the country economy was fruitful for the growing company.
Company knew very well about the electronic marketing method for selling the product
& services which is easily approachable for everyone (Clarke and Flaherty, 2005). It provides the
better connectivity & easily identify the customer preference & taste which is changing in nature.
Its very easy & convenient method for covering the large market share. It also useful for
identifying the competitors strategy regarding the new product & services.
It also give the brief about the modification in the existing product & innovative idea for
a new product because internet connects the end to end points its approachability is very wide. so
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that the companies basically use the the online marketing strategy for selling purpose
(Charlesworth, 2009).
Internet provides the platform for sharing the information, & convey the message
regarding the product. But in now a days social media marketing technology is used at a vast
level. The key objective of of the digital marketing is that customer are well known about the
brand of the product & services by the use of different of channels like Facebook, You tube &
email through which information quickly exchange around the world.
By the use of technology it gain the competitive advantage & effective mode of channel
for a communication & create a market base.
TASK 4
4.1 An outline of internet marketing plan
With the increasing technological advancement it is essential for the Smart Restoration to
focus on outlining the internet marketing plan so that they can easily market and promote their
activities over the online platform. The internet marketing plan basically focuses on the different
stages that mainly include-
 Situational analysis- The first step in the internet marketing plan include situational
analysis that is Smart Restoration Limited must assess the current need of the internet
marketing for promoting and marketing their products within the furniture industry
(Cateora, 2008). Smart Restorations is a company which has been offering refurbished
furniture to customers. This concept is quite new and replenishing which provides buyers
with new purchasing opportunities. Hence, market situation for the organisation is quite
favourable and feasible.
 Environmental analysis- Another step within the internet marketing plan include
analysis of the environment where the cited firm is operating their activities. Under
environmental analysis marketing manager would properly determine the actual level of
competition as well as number of substitutes available in the furniture market that would
impact the activities of cited firm.
 Objectives: The objectives and goals have to be devised for getting a well planned path
which will further guide other marketing activities. For this marketing plan following
objectives have been designed:
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1. To deliver the best content about the company through digital marketing.
2. To engage customers with social media networks.
 Tactics: Promotional campaigns have to be initiated for spreading the awareness
regarding different strategies of the company. Internet marketing tactics which can be
used by Smart Restorations include development of newsletters, producing blogs,
developing accounts on social media networks, encouraging webinars, etc.
 Selection of channel- After analysing the market it focuses on the medium that must be
selected by the furniture company so that they can easily enter into the internet platform
(Al-allak, 2010). With the help of selecting the proper channel they can easily enhance
the range of their furniture products among the mass of audiences.
 Deciding internet medium- After selecting the internet medium e-marketing manager
must focuses on deciding the internet medium with the help of which company can easily
enter into the market.
 Control and evaluation: Every strategy that has been implemented has to be supervised
and controlled so that outcomes are achieved very close to those estimated. Furthermore,
any sort of unfair or illegal activity is easily tracked through this step.
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4.2 Poster on pay per click advertisement
Enclosed poster
In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012).
Early tourism started with Nomads who travelled around the world in search of food and
shelter. Main intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and
Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage. Early tourism
started with Nomads who travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded
around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited
pyramids and thus developed the tourism for pilgrimage.
Pay per click advertising
Pay Per Click (PPC) is a mode of advertising in which advertisers display ads for their goods & services for a customer point of view ,when users
want to buy this kind of product that time try to search these things on the search engine may be sometimes its available on the social media,
PPC means company pay the fix amount to the advertiser for displaying their ads on the online media, on a single click they pay fix amount to
the advertiser.
Advertiser only charge when user click on that
advertise.In this type of advertisement Auction
system are available for the priority basis it means
those companies who are willing to pay large
amount for that particular ads according to the
auction search engine set the priority for the listed
ads
After that they get licence to publish the ads for the online marketing of the products. it’s a suitable method for easily connectivity for customer.
There are certain disadvantage of using Pay Per Click advertisement that is using this internet marketing tool for promoting the services can become quite complicated for the
marketing manager as it require financial and adequate technological resources.
In addition to this, another disadvantage of using this advertisement tool is that marketing
ad get disappear when the marketing or advertisement get end.
Because Ad auction is a bidding system. Every time our
ad is clicked, sending a visitor to our website. Because
the visit is worth more than the pay for each time.
Firstly companies registered their names on the search
engine.

CONCLUSION
From the above report it has been concluded that in the present technological advanced
environment for sustaining in the market it is required by the business to focus on effective
internet marketing strategies that results in promoting their products to the large mass of
audiences. Along with this, report also demonstrate the effective usage of different internet
marketing mix element that support the cited company in marketing their furniture items. Along
with this, it is also stated that electronic customer relationship marketing plays significant role
within the organization that is used in managing the relationship as well as interaction among the
customers.

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