Internet Marketing Strategies Analysis

This assignment delves into the world of internet marketing, examining key strategies like search engine optimization (SEO), social media marketing, and email marketing. It analyzes the benefits and challenges associated with these approaches, considering factors like customer engagement, brand awareness, and return on investment. The analysis draws upon academic research and real-world examples to provide a comprehensive understanding of effective internet marketing practices.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing.............................................................................................3
1.2 Evaluation of marketing mix.................................................................................................4
1.3 Comparison in internet marketing tools................................................................................5
1.4 Interactive order processing system......................................................................................5
TASK 2............................................................................................................................................7
TASK 3..........................................................................................................................................10
3.1 Secondary market research.................................................................................................10
3.2 Online survey......................................................................................................................11
3.3 Electronic customer relationship marketing to manage and analyse customer interaction.12
TASK 4..........................................................................................................................................13
4.1 An outline for internet market plan.....................................................................................13
4.2 Covered in poster................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERECES.................................................................................................................................16

INTRODUCTION
Marketing is a boosting element to develop products as per the customer needs and to
increase sales as well as(Gautam, 2012). It is essential to use suitable marketing for products and
services. It would be more efficient if an organisation is use contemporary tools of marketing.
Internet is essential in all sector and it has their own significance in these. Most of the peoples
are using internet on their daily basis so it is easy for a company to make their products
promotions and sale by internet. It has several type of marketing tactics which would useful for
a company. E mail marketing, social media marketing and pay per click marketing are some
options which have their importance in marketing of a product. Several marketing companies are
working in this sector which is having expertise to increase market value and develop a proper
market for a company. This report is having focus on the Smart Restoration company which
deals in used and refurbished office furniture. After recession time, they want a quick recover so
they made a partnership with a marketing firm Medium Blue Search Engine. The marketing
company is having experience and expertise in internet marketing(Michaelidou, Siamagka and
Christodoulides, 2011). The marketing firm help them to make an attractive online portal and
establish a suitable marketing communication medium for them. Smart Restoration is having
their old customer data which can be used by marketing firm to make develop pubic relation
again.
TASK 1
1.1 Elements of internet marketing
Internet marketing is a term which refers to the process of marketing of products by using
digital marketing and e-commerce. Digital marketing is an exclusive term which covers all the
forms of internet as well as mobile and other digital ways. E-commerce refers to the actual
transaction between the buyer and the seller over the digital media. It comprises of the elements
such as:
Search engine optimization- Search engine optimisation is the process of increasing the
ranking, number of visitors and organic results by using correct techniques and keywords(Shaw,
and et. al., 2012). For Smart Restorations Ltd. this tool will be very effective in increasing the
appearance of the site on search engine hence increasing visitors.

Social media marketing- It has become the most used form of internet marketing with
the increase of social media sites and their extensive usage. It servers as a best platform for a
company to showcase their products through ads on these sites. The furniture company, Smart
Restorations should use this media to explore the customer base.
E-mail marketing- This method involves sending of emails to potential clients and
customer regarding the sale of product and branding through ads and images(Fawzy and
Dworski, 2010). The company can use this method to approach new clients as well as customers.
1.2 Evaluation of marketing mix
Internet marketing mix is all the more same as the marketing mix except that in internet
marketing mix the products, price, place, promotion,people, processes and physical evidence are
all internet based.
E-Product- The product available in the physical form in same as the e-product, the only
difference is that of when the customers buys the product it is not tangible and only an image of
it only after purchasing the product customer can access it. For Smart Restorations Ltd. It is
important to present the actual condition of the product in the image to gain trust of the
customers.
E-Place- In internet marketing the place where all the transactions takes place in the
digital media and so the users only have access to the website of the company. The more user
friendly and interactive the website is more the customer is attracted, hence the furniture
company should use this tool to let customer make customised choices for the product to satisfy
their demands(Huang and Tsang, 2010).
E-Price- E-price is nothing different from actual price in the market other than that this
price depends on the digital market and the demand and supply of the product over internet.
Smart Restorations Ltd. can decide the price by normal demand supply analysis or can opt for
auctions also in some cases.
E-Promotion- For promotion over the internet the company needs to decide tit's target
areas and audience. This helps to reach the potential customers for the product with better focus
and Smart Restorations Ltd. need to sought out it's customers by evaluating the market through
social media.
E-People- People for internet marketing need not be employed by the company, it is
better to outsource the work and let company focus on the quality product management(Zarrella,

2013). Smart Restorations can opt for this method by outsourcing the technical and other area of
works to experts to provide better services.
E-Processes- The process in digital marketing involves the operations of the company as
well as on the website. The company and customer only interacts through the website, the main
process involves customer placing the order to delivering the product. The mentioned furniture
company has the process to make the product as per customer demand and delivering it with
proper care.
Physical Evidence- The evidence in the online transaction is not physical always as the
selling receipts and documents are generated online(Heller, 2010). Smart Restorations Ltd. Will
need to keep the records of the receipts generated on the internet to have a proper system selling
and buying.
1.3 Comparison in internet marketing tools
Internet marketing to be done properly needs the proper tools and implementation. The
tools that are mostly used are email marketing, social media marketing, content marketing and
visual marketing. Each ons it's own advantages according to type and scope of business and it's
products. While evaluating these it is crucial to decide which one will benefit most to the
furniture company, Smart Restorations Ltd.
Email marketing is used to send push mails which are generally sent to spam or trash of
any recipient as they are not consented. Social media marketing is the best way to platform the
products for any company nowadays but it also depends on the target audience. Content
marketing is another form to promote the business by the way of print media. Visual marketing
is the media to present the images in the way to attract more customer attention and to make
them indulge in the marketing process(Fagerstrøm and Ghinea, 2010).
For the furniture selling firm, Smart Restorations Ltd. the best media to use for internet
marketing is social media as it will promote the product to a wider range of audience and clients
as well. The company as deals in office furniture so it will need more of corporate clients for the
company.
1.4 Interactive order processing system
Interactive order processing is the system of accessing the products on the internet and
through a number of steps from selecting the product to delivering the product satisfying the
demand of the customer. This system includes these steps:

Selecting a product- From the various options available on the internet the customer
chooses the product after the marketing strategies are implied. Smart Restorations showcases the
furniture images on their website to attract customers(Taylor and Strutton, 2010).
Product in stock- As the website works for many users at a time, the product availability
has to be updated as soon as the product is sold to present the real information about the product
to the customer. Smart Restorations will have to keep up with the stock list and availability of the
product.
Payment authorisation- The payment made by the customer has to be directed through a
authorised and safe gateway to have a convenient experience for the buyer. Smart Restorations
will have to register with the secure payment gateway providing companies to ensure this.
Data received, transferred and processed- The order placed by customer reaches the
person who handles the website and the software as soon as the product is selected to be
purchased and is transferred to the production or sales department to start the process.
Online confirmation and delivery information- When the product is packed and ready to
be sent out for delivery, the information for the same is delivered to the customer(Tsiotsou,
Rigopoulou and Kehagias, 2010). Smart Restorations will need a proper system of product
procurement and packaging to safely deliver the product.
Tracking of order and Delivery- The customer is given the option to track the order as to
know the possible day when it will be delivered and if any delays are made and on delivery the
customer has to sign the receipt as to acknowledge that the product was received.

TASK 2

TASK 3
3.1 Secondary market research
As in the given condition of the furniture company, they want to increase their customer
graph so they have to make proper market research from secondary sources. In their type of
market research company can use old data from government, published survey and reports of
financial conditions of market(Sin Tan, Chong and Lin, 2013). Secondary market research is
here to explain market conditions;
Public Sources; Government is having an separate department for data collection which known
as a statical department which is having duty to collect data from market to know about market
conditions. It helps to make financial strategies and policy for the nation. It can be used by the
company to analyse about their customers purchasing power and market conditions. It is easily
available on internet to use for small business enterprises because these business entities are not
having enough money to make a market research(Corley, Jourdan and Ingram, 2013). As the

company wants to increase their customers, they can get data of income of their targeted market
to analyse about customer' s purchase power. The marketing company can use data to know
about furniture industry. Company can use census to know about number customers available in
the market because census is having data for profession of peoples.
Blogs; Many types of blogs and portals are available on internet which is having proper data
analysis of market conditions(Nezamabad, 2011). Marketing company have to use ensure about
authenticity before using available data.
Published survey and reports in magazines and newspaper; Financial magazines are having
their data collection policy and they are having their own resource to collect data, it can be used
by the Smart Restoration company to analyse about latest trends in furnitures industry.
3.2 Online survey
The company can use online survey to know about customers expectations and factors
which makes a barrier to buy and use online purchase. Most of the peoples are using e commerce
to buy and sale products and services. As they will start online marketing of their products, they
have to know about these factors which stops to buy a customer by online selling portals in
furniture industry. Customers are highly focused to know about quality of their buying furniture
because it is a type of investment for a businessman to enlarge their office setup by increasing
furnitures in their office or workplace(Jobber and Ellis-Chadwick, 2012). The furniture company
can get customers views and their expectations in their buying furnitures by making online
survey. Smart Restoration has to provide their old customer data to Medium Blue Search Engine
marketing company to make this online survey by e mails. This will surely helps them to get an
authentic result of online survey.
Questionnaire For Online Shoppers
01. Do you know Smart Restoration company?
a. Yes
b. No
02. Have you used online purchase and sales of products?
a. Yes
b. No
03. Which factors attract you in shopping online?

a. Easily accessible
b. Home delivery
04. What are the key factors in online shopping on which you focused?
a. Quality
b. Price
05. Problems which you faced in online shopping?
a. Price deduction related
b. Delivery related
06. Payment which you prefer in online shopping?
a. Online payment when placing an order
b. Offline payment after home delivery
So above give questionnaire helps to the Smart Restoration company to know about customer's
trends and their problems related to the online shopping and as well as it helps to know about
shopping barriers by online(Tsai and Cheng, 2012).
3.3 Electronic customer relationship marketing to manage and analyse customer interaction
Customer relationship marketing is helps the company to manage their sales level for
their future. It is a type of marketing strategies to manage a proper relationship with the
customers to enlarge their scope in customers. The company can develop their market by making
consumer relationship. As in the given scenario the furniture company wants to increase their
market and recover their market position by increasing their grip on their target customers.
Electronic consumer relationship marketing is made by electronic medium like; email, websites
and social media. The furniture company can use email marketing to know about customer's
expectations and trends which they want in furnitures. The marketing firm can use old data of
consumers to know about demands and their expectations in furniture(Gangeshwer, 2013). E
mail is a suitable medium to manage customer relationship with those who have linked with the
company in past times. This is an customer centric approach which is focused on a particular
trends and styles which is related to that particular customer. Medium Blue Search Engine
marketing firm can use social media to make a relationship with available customer in targeted
market. As the company is having deals in old and refurbished furniture which is generally used
in offices and educational institutions. These institutions and offices are having their own

websites, the marketing company can communicate via this medium(Christiansen, 2011). They
can create a demand in these types of customer by communicating about their available products
in their stocks. This is a future centric approach which emphasis on development relationship for
future needs. The company can manage their customer relationship by these electronic methods
to enlarge their scope of customer's for their future deals.
TASK 4
4.1 An outline for internet market plan
Situational analysis helps to the company to make better future plans, as the Smart
Restoration company is planning for internet marketing so they have to make proper analysis of
their organisation to know about their actual conditions(Shih, Chen and Chen, 2013). They can
make better plans on their actual conditions of their company.
Strength
Experience in the field is making a strong
favour for them.
The company is having old customer data
which can be used in internet marketing.
They proper connection with suppliers to
execute their services and regular delivery of
their products.
Weakness
They are not having well economic conditions
to invest in the organisation and their
strategies.
Communication gap in consumers and in
company is making diversion of customers.
Expertise in quick delivery as per their orders.
Opportunities
This is a latest trend in the furniture industry to
sale and purchase old furniture.
Most of the customer wants lower investments
in furnishing, they wants basic furnitures for
start-up.
Threats
Old furnitures are having a risk of low quality,
it can make bad impression in their customers.
Customer can make direct purchase with
sellers and it is making a threat of low profits
for them(Roberts and Zahay, 2012).
Here is an internet market plan for furniture company to make their activities according this;

Objectives; In the first, they have to decide their objectives. As they want to gain their market
position so they have to increase their sale by two times in this financial year(Nezamabad,
2011). So they have to use proper marketing and promotions of their products to enlarge their
market activities in their targeted market.
Target market and consumers; Furniture is a requirement for offices and educational
institutions, so Smart Restoration has to built up their target on a particular demographical zone
in the UK and after it they have to make connection on those business entities which are
developing new offices in this particular demo graphical area.
Competitors; Organisation which are working in the same field can make risk of decreasing their
market position by their products. So they have to make proper analysis of their competitors and
their strategies to buy and sale products.
Strategies; They have to make proper strategies for each and every demographical zone, they
have to make discounts for those customers who are taking their services first time(Christiansen,
2011). Smart Restoration has to give after sale services and fittings of their furnitures in
customer's offices, it makes a positive impression on the clients.
Implementation and control; Cited business entity has to make proper implementation of their
strategies and they have to make proper control on their employees to give full customer
supports.
4.2 Covered in poster
CONCLUSION
The above concluded report is having focus on internet marketing of the company Smart
Restoration to recover their market position. The Medium Blue Search Engine marketing
company is having expertise in online marketing and they are supporting to furniture company to
enlarge their market. The marketing firm is helps to determine a perfect order processing system
to place an order for their target customers. It is essential to use an easy process which involves
all features and details in an easier way. The marketing company is making communication with
their clients to know their expectation and trends to develop products and fulfil consumer's
expectations. The marketing company is making proper communication via suitable option for
the furniture company to describe their available offers and products for customers. Pay per click
is a latest method in online marketing, persons and firms who are having expertise to increase

keywords in website content helps to increase visibility on search engine. The Medium blue
search engine marketing is helping to upgrade the position of Smart Restoration firm on the
search engines like; Google and Yahoo.

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4 Key Elements Of A Successful Internet Marketing Plan. 2015. [Online.] Available Through
<http://www.bluleadz.com/blog/bid/81754/4-key-elements-of-a-successful-internet-
marketing-plan> [Accessed on 4 February 2017]
Internet marketing. 2017. [Online.] Available Through
<http://www.webopedia.com/TERM/I/internet_marketing.html> [Accessed on 4
February 2017]