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Elements of Digital Marketing

   

Added on  2020-01-28

32 Pages7387 Words40 Views
INTERNET MARKETING

Table of ContentsIntroduction................................................................................................................................3Task 1.........................................................................................................................................31.1 Explaining the elements of internet marketing ...................................................................31.2 Evaluation of internet marketing mix..................................................................................41.3 Comparison between internet marketing tools and e Tools that are used in internet marketing...................................................................................................................................51.4 Examination of how interactive order processing works.....................................................62.1 Demonstration of mechanics of search engine marketing...................................................72.2 A suitable opt in email marketing newsletter......................................................................72.4 Demonstration of how business can use new digital media communities...........................9Task 3.........................................................................................................................................93.1 Perform a secondary market research in order to gather understanding regarding the functioning of the Internet Market.............................................................................................93.2 Draft the reasons that prevent the buyers from shopping online by conducting an onlinesurvey.......................................................................................................................................103.3 Demonstrate how E-CRM is beneficial in the context of managing and analyzing of thecustomer interactions...............................................................................................................23Task 4.......................................................................................................................................244.1 Produce an outline internet marketing plan.......................................................................244.2 Create a poster presentation on pay per click advertising.................................................25Conclusion ..............................................................................................................................25Reference list...........................................................................................................................27APPENDIX...............................................................................................................................29

IntroductionMarketing is the process of management that helps the management to identify,anticipateand supplies the requirements of the customers. Internet marketing is the marketing of selling ofgoods using the internet. In today’s world with the developing technology, internet has made theworld very small as it offers every individuals of all the age groups to access to a computer andaccess to an internet connection. Internet is used as the sales and the distribution medium. It isthe cheapest and the largest medium of marketing. Internet marketing is used to support a largerange of organizational functions and also go through the process to give delivery of the goodsand services. The internet is the powerful communication medium that can easily deal allfunctional parts of the organisation. The internet marketing uses the internet media and otherdigital media for the communication and for the marketing.Task 11.1 Explaining the elements of internet marketing The digital marketing can be defined as the promotion of the products and their brandsthrough the various forms of electronic media. The digital marketing uses the internet as theadvertising medium and is used as a part of digital marketing strategy by doing promotionthrough internet. According to Leunget al.(2015, p.67), e-commerce is the process of buyingand selling of the goods and services through internet network. It is the wide range of the onlinebusiness activities for both the goods and services. E commerce is associated with conductingany transaction that involves the transfer of rights to use the goods and services through theinternet network. E business includes the processes that any business organisations can conductthe transaction on the internet network.The micro environment includes the marketing place of the organisation where theinteraction of all the elements takes place. The micro environment is dependent on macroenvironment as it influences the employees operating in the market. As stated by Mintz andCurrim (2013, p.23), internet marketing is very important as it helps the consumers to havevariety of choices and helps them to make good purchasing decisions. The consumers can easilydo the primary research on the price and quality of the product before taking the final decision tobuy the product. As per the case study the e- marketing manager of medium blue search enginegives information about the internet marketing and the way is more convenient to increase the

sales. As per the case study, it can be said that internet marketing can increase the productivity ofSmart Restorations Limited. The promotion of variety of furniture can be done through internetand for the consumers to allow them to get easy access to the products. Internet marketing hashelped to build a strong relationship between the seller and the buyer through propercommunication. As for the business organisation it is easier to offer the products on the internetthat is convenient for the customers and the customer can easily browse online store and placethe orders. The costs of the products on the internet marketing are less than the shop marketingand can be easily chosen and place the orders. The distance factor is not there in internetmarketing as the consumers has not to go anywhere but at sitting at home can buy the products.As stated by Pan (2015, p.77), internet marketing helps to take the advantage of increasedimportance of social media.1.2 Evaluation of internet marketing mixThe marketing mix uses the four Ps of marketing that are product, price, place andpromotion. The strategies of the marketing are developed with the 4Ps. E commerce is used bythe organizations for the marketing mix.Product: The product here is the strategies that are developed for the services and thebrands. Primarily the organizations involve the market research to understand the needsand the requirements of the customers. The internet is used to provide the additionalinformation of the product to the existing and the new customers to go through onlinereviews (Shihet al. 2015, p.544). The internet provides an additional benefit by providing a new business proposition thatis the ebook. The internet helps to gather all the information from the customer about theirperception about the services and the products (Serranoet al. 20115, p.567). For proper internetmarketing the organisations keep some points in mind as it should provide easy, safe andconvenient purchase experience to the customers. As per the case study, Smart RestorationsLimited can develop a successful brand through taking the online support fulfilling therequirements of the consumers. Smart Restorations Limited can promote the online customerassistant and they can provide high quality product to the customers to build strong reputationamong the rivals. Price: The internet can also influence the price mix of marketing strategy throughimproving the price rates. Smart Restorations Limited has to understand the changes in

the price and the elasticity of the price as per the demand the decision for the price of theproduct. The online marketing helps the firm to take the advantage over the conventionalshops. Smart Restorations Limited can do the online auctions where the products arepurchased easily and give specific time period.Place: The place is very important as it refers to the way through which the productsreach the customers. Smart Restorations Limited can use website as the channel throughwhich the products are reach to the customers at the minimal cost. Smart RestorationsLimited should use their websites, where all their activities and functions are done intheir sites. The development of websites is important as it helps to know the needs andrequirements of the customers. The firm can easily decide the way to deliver the productsdirectly or through the intermediates. Promotion: The promotion is done through the advertisement and sales promotion.Smart Restorations Limited should use the internet as the promotion site. They shoulduse various components of promotions through which they can connect to the customersregarding the product. 1.3 Comparison between internet marketing tools and e Tools that are used ininternet marketingThere are many internet marketing tools that are used by various business organizationsto increase their productivity. They are used to achieving the online marketing objectives. A firmuses its own website, which is the vital e marketing tool. Smart Restorations Limited should usethe site to build the brand and launching of new furniture. It helps the firm to connect to thecustomers, which helps the firm to do the market properly. The marketing tools help the firm tomaintain a good relationship with the customers (Kritzinger and Weideman , 2013, p.273). Theonline distribution of products is the important e-marketing tool that helps the easy distributionof products and easy delivery to the customers.Smart Restorations Limited can also take a third party as the web page for thedistribution and by the directly through the firm's website. The lead generation and responsecollection is the tool that helps the firm to increase the customers list. The firm shouldimplement these tools in their websites as they can ask the customer to mail in the company’swebsite. The firm can also use the response collection tools in the firm’s website to know theinsight from the customers. Smart Restorations Limited should increase the online advertising

tools that are very important for the promotion of the products. The marketing tools are veryimportant for internet business as the internet consumers can easily get all the information andmeets their needs. It helps the firms to know the number of customers visited their sites and havedone through the products. The internet marketing tool can easily provide the feedback from thecustomers and improve in that section.Social media:Campaigning actively on social media platform in order to target thepotential customer can be used as a tool to market its product. Online advertising: Using google adword and Facebook ads to promote Smartrestoration ltd. Can also be an effective tool of marketingOnline distribution: The company can opt for the method where the customer can orderonline and product can be delivered at his home step. This tool is also helpful inmarketing the product.Lead generation: Smart restoration ltd. Can increase its customer list by asking them tosign in for mails or newsletter. The company can also provide coupons in exchange ofsign ups. 1.4 Examination of how interactive order processing worksInteractive order processing is the main part of e commerce as it is presented onlineaccording to the customers, authentic brands and easy services. The marketing strategy of themarket is very important for the firm to understand. The selection of the right product is veryimportant for the firm. As per the case study, Smart Restorations Limited has chosen the officefurniture as the product that they may supply to the customers. The firm needs to give all theinformation and awareness about the brand to the customers. As per the case study, the firmshould create a profile as per the customer’s demand and the standards for buying their products.The satisfaction of the customers is very important and is the tough job and it is the targetof the firm. It is important for the firm to remove all the barriers that may come in the onlinemarketing. The main part of the order processing may include the important step is thepromotion of the product. The promotion attracts the customers to visit the sites again and gothrough their sites and observes the reviews of the firm (Hanssenset al. 2014, p.564). The creation of the trust and loyalty among the customers is very important. Thedevelopment of trust in the customers is once built up then they may cause more customers to betheir permanent customers and also attracts the new customers. As stated by Homburget al.

(2014, p.38), the easy availability of the products to the customers is very important so thatcustomers can easily go through their sites and place the orders. The registration of thecustomers on their sites should be very easy so that it may not consume their more time and helpthem to take fast and correct decision.Task 22.1 Demonstration of mechanics of search engine marketingDefinition of search engine marketing: The search engine marketing is the marketing that is associated with the researching,positioning and submitting of the website within the search engines to increase the maximumvisibility. It is the method that helps the firm to promote and advertise their products. Searchengine marketing helps the firm to provide the products and the services to the attention of thecustomers. Search engine marketing helps to improve their way of presenting their products tothe customers. Search engine marketing uses the research analysis that helps to identify thespecial keywords that the customers may search for. SEM helps to boost the customers by making the advertisement and the display of theproducts prominently. SEO is the methodology of techniques used to increase the number of thecustomers visiting the websites. SEO obtains a high place in the search results page of the searchengine. The search engines included are Google and other such engines. SEO ensures that a siteis easily accessible to the search engine. As per the case study SEO is important to be consideredas proper improvement of search engine is required to increase the site’s availability to thecustomers. The content of the search engine should be improved making sure that all the pagesare visible properly and making the content unique.The advantages of SEO are attracting more targeted consumers by more promotion of theweb channels. SEO have the ability to increase the business growth from the purchasers who areutilizing the search engines. SEO bring the site to their brand name. The social electronicbroadcasting platforms help to boost the SEO performance. SEO provides brings the socialmedia in the more proper way. The disadvantages are time period for producing the outcomes. Ittakes a long time for the investment to produce the outcomes.

2.2 A suitable opt in email marketing newsletterThere are various ways of email marketing newsletter. As per the case study SmartRestorations Limited may use the newsletter to improve the productivity band the sales of thefirm. Many companies use the big block of color at the top of the newsletter to draw the attentionof the customers. As per the study the firm may use the big block of color for the customers toget more attracted. The firm may also include in their newsletter the short descriptions with highquality images. The inclusion of the product images are also done in newsletter so that thecustomers may be able to understand the information given about the product. The firm can alsoinclude some attractive GIF that may help the customers to visit more and more times. Thewelcome email for the customers should be more attractive.2.3 Following the guidelines for best practice in online public relationsOnline public relations employ the websites and other internet technologies. The factors,which influence the online public relations, are growing the relationship between the pubic andthe organizations (Chaffeyet al. 2009, p.345). The system is used in maintaining the onlinepublic relations. The relationship can be built up more properly by providing the awarenessamong the public and cognitive learning. The process of relationship building may also includethe interaction with the technology and proper impression formed by the firm before the public.In building the relationship and its promotion, online public relations have an important role tomanage the crisis and issues. The online public relations include content control and systemsintegration. The advantages and disadvantages of public relations: It is the most economical wayto reach to far distance customers.It stimulates the awareness for the firms products and services.It develops a stronger and well developed image for the firm. Public relation has seven timescredibility of advertising. Public relation provides an advantage over other competitors. Thedisadvantages of online public relations are appropriate media is needed for online publicrelations. The disadvantages of public relations are that it is hard to measure the success and apublicist is needed. The best practice of online public relations: It helps to shape the firm and it also helpsin the process of the work undertaken by the firm (Bianchi and Mathews, 2016, p.445). Theproper research, evaluation and feedback from the customers are the best practice of onlinepublic relations. Affiliate marketing is the online program with partners of the organisation to

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