Internet Marketing Project

This project examines the application of internet marketing strategies for Smart Restorations Limited, an office furniture company. It covers elements like online advertising, social media marketing, search engine optimization, and email marketing. The project also includes a detailed analysis of customer online shopping behavior and the benefits of electronic customer relationship marketing, providing a comprehensive plan for the company's online success.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Explain elements the elements of internet marketing.......................................................1
1.2 Evaluate internet marketing mix .....................................................................................2
1.3 Compare internet marketing tools, e-tools that will be used............................................3
1.4 How interactive order processing will work....................................................................4
PART 2............................................................................................................................................5
2.1 Briefing on mechanics of search engine marketing.........................................................5
2.2 Opt-in email marketing newsletter...................................................................................6
2.3 Guidelines for best practices in online public relations and shows how it would be follow
for digital marketing communication.....................................................................................6
2.4 How Smart Restorations Limited can use new digital media communities ....................7
PART 3............................................................................................................................................8
3.1 Secondary market research to gather data on customer online shopping behaviour........8
3.2 Design an online survey to collect data on what encourages shoppers to buy online......9
3.3 Create poster to demonstrate how use of electronic customer relationship marketing can be
used to manage and analyse customer interaction................................................................10
4.1 Produce an outline for internet marketing plan for Smart Restorations Limited ..........10
4.2 Presentation on pay per click advertising.......................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Internet marketing is one of the important and great strategy that helps to the organisation
to interact and target audience. It also helps to lead with customers to take actions and aligns
with particular way to make purchasing decisions. This is because, with the help of internet
marketing, there is low operating cost which would be beneficial advertise products and services
in different areas of the world (Štefko, Kiráľová and Mudrík, 2015).
Present study based on Smart Restorations Limited which is small firm and specialised
for buying and selling office furniture system. Furthermore, they are also leading edge to recover
and use internet to improve website and conversion rate.
For gaining insight knowledge of the report, it covers elements of internet marketing. It
helps to evaluate internet marketing mix. Moreover, it includes internet marketing tools, e-tools
that are used to meet with desired level of results. Furthermore, opt-in email marketing
newsletter. In addition to this, it helps to design online survey to collect data that what encourage
shoppers to buy online. In addition to this, It helps to produce internet marketing plan for Smart
Restorations Limited.
PART 1
1.1 Explain elements the elements of internet marketing
Internet marketing is one of the important and powerful aspect that assists to transform
marketing approach. In this consideration, goals can be successfully established in Smart
Restorations Limited to build trust and stimulate customer interactivity. Following are different
elements of internet marketing: Online advertising: In order to set successful marketing in business, it can be stated that
online advertising is one of the important aspect of internet marketing. It helps to getting
variety of online advertisement that are available in front of the chosen enterprise (Kotler,
Kartajaya and Setiawan, 2016). In Smart Restorations Limited, there are several ways for
online advertisement such as google AdWords, PPC advertisement, etc. Social media marketing: Social media marketing integrated into several things in order
to get success in the business. With this regard, Smart Restorations Limited using
different social media channels such as Facebook, Twitter, LinkedIn, etc. It means each
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employee of the chosen business need to share their ideas and information through create
network. Email marketing: Email marketing is also important aspect that helps to get digital
marketing efforts to move for customer attraction. With this regard, sales can be drive to
develop sales so that it assists to reinforce brand in appropriate manner (Baum, 2019).
Email marketing helps to make easier work which also increases popularity of
smartphone in Smart Restorations Limited. Therefore, it can be stated that effectiveness
increases through send and get instant notifications which is effective than ever.
 Search engine optimisation: Search engine optimisation helps to increase brand of the
company in successful manner. Search engine optimisation increase brand online
visibility with successful search marketing (Bacik, Gavurova and Fedorko, 2015). With
this regard, on page optimisation technique and keyword strategy in Smart Restorations
Limited develop that helps to show people interest in products and services. Small and
medium companies can receive considerable on return on investment with making SEO
efforts.
1.2 Evaluate internet marketing mix
Internet marketing mix consider way in which products and services deliver in the market
to conduct research and purchase products with online method. In the market, Smart Restorations
Limited implement online strategies to attract and retain more people. Hence, it includes
following aspect in internet marketing mix: Product: In order to gain more success in the business, it can be stated that marketing
mix of Smart Restorations Limited contain product which refers as services, brand and
merchandise features. The chosen company determines their functions and operations
with office furniture to lead with successful outcomes (Kotler, Kartajaya and Setiawan,
2016). In this regard, improvement can be successfully ascertained that helps to expose
high results in the industry. Price: Furthermore, pricing is also important aspect that helps to improve transparency in
the business. As a result, it is essential to the whole business to set competitive pricing
strategy (Štefko, Kiráľová and Mudrík, 2015). It improves advantages to facing
downward pressure so that different pricing mechanism available in front of Smart
Restorations Limited which is the highest bidder and give specific time period.
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 Place: Place in the marketing mix refers as path which is used to reach towards
customers. Organisation develop their own website which helps to cater specific needs of
country. These specific requirements can also consist language, product mix, cultural
differences, etc. (Bacik, Gavurova and Fedorko, 2015). As a result, it can be stated that
because of internet goods can be supply to direct delivery of products and services.
 Promotion: Moreover, there are several ways to promote products and services in
different areas of the world that would be beneficial to increase positive performances. In
this regard, Smart Restorations Limited advertisement, sales promotion, customer
contact, public relations and direct marketing tools implemented that increase positive
performances at workplace (Dwivedi, Kapoor and Chen, 2015).
1.3 Compare internet marketing tools, e-tools that will be used
Following comparison taken in internet marketing tools and e-tools in the business:
Basis Marketing tools E-tools
Ease of use Marketing tools are easy to use
because in business it helps to
pass vertical response.
However, E-tool requires more
knowledge and technology
information to test it with
small amount of customer
attraction (Li, Wang and Yu,
2015).
Relationship builder In Smart Restorations Limited,
if manager consider marketing
tools so that vertical response
allow to organise lists and it is
responsible for lists and
keeping them updated
(Kovalenko, Okolnishnikova
and Katochkov, 2018).
As compare to this, E-tools
create proper network to
various employees so that it
helps to perform and response
rates to other e-mails.
Quick online campaign and
tracking capabilities
With marketing tool, there is
no quick online campaign
tracking capabilities because it
On the other hand, online
tracking capabilities of e-tools
are very effective and unique
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considers detailed report to
know emails to perform very
well.
which helps to provide 360
degree to view email
marketing (Silva, de Castro
Sousa and de Carvalho, 2018).
1.4 How interactive order processing will work
Interactive order processing system capture data from customer service employees and
directly stores with central database. In this regard, information to the accounting is also
applicable in Smart Restorations Limited to improve desired level of results. It is one of the
important aspect that is used to developed wide range of product line in particular customer
segments (Kalia, Kaur and Singh, 2015). It can be use in both aspect of new and old process.
Following are certain steps in which order processing system used and work: Use a standard order taking form: In this regard, one form will eliminate in which any
confusion occur with in internal and external term. It never creates matter whether
customer service represent to take order on phone in Smart Restorations Limited. Do not accept incomplete order forms: If all needed information is not collected
appropriately, there is delay in processing. This is because, there is wide need to verify
exact information that is required in order (Bacik, Gavurova and Fedorko, 2015). Confirm order with the customer: Confirmation in order means that people
acknowledging order forms which received in the process. Email also include details of
order, contact information and pertinent instructions that are needed. With the help of
appropriate order amount, it can be stated that need of customer can be fulfil easily. Circulate the filled out order form internally: In this way, Smart Restorations Limited
need to distribute order in their department and individual who perform for it. Hence, it
connects carrying out particularly in finance team, operations, manufacturers, etc. It is
important to communicate each person with concerned to know what to expect and how
best to keep (Kubacki and Rundle-Thiele, 2016). Know about order status: With the help of communicating customers in the process, is
very important. In this regard, keep it with speed work so that it helps to delay problems
and let them know immediately to keep customers in the dark (Li, Wang and Yu, 2015).
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 Ask for customer feedback: When customer receive order, it can be stated that feedback
is getting from customers. In this step, business can know about sentiments and insights
to improved with order processing system (Dwivedi, Kapoor and Chen, 2015).
PART 2
2.1 Briefing on mechanics of search engine marketing
Search engine marketing refers as paid for search marketing. Therefore, it considered
system in which businesses pay google to show advertisement in results (Kalia, Kaur and Singh,
2015). It is one of the greatest strength in Smart Restorations Limited to provide opportunities to
put their ads in front of motivated customers. Search engine optimisation: Search engine optimisation is the process of affecting online
visibility of a particular website and web page for unpaid results. It is often referred as
natural, organic and earned results in Smart Restorations Limited. Furthermore, it can be
stated that it is successful methodology of strategy, technique and tactic which enhance
amount of visitors for website to obtain high ranking placement. Paid research engine marketing: Paid search engine marketing in the selected business
can be defines as affords businesses which increase opportunities to advertise within
sponsored listings for a particular partner which is displayed when phone contact is
generated (Kovalenko, Okolnishnikova and Katochkov, 2018). Smart Restorations
Limited use it to promote website with increasing visibility of people. Landing pages: In online marketing, landing page is a single web that consist response to
clicking on search engine optimisation. Therefore, it includes response to clicking and
gain results from marketing promotion, email, online advertisement that considered by
Smart Restorations Limited. Long tail concept: The long tail concept looks at less popular goods that contain very
lower demand. These goods increase in profitability because consumers navigating away
it from mainstream markets (Silva, de Castro Sousa and de Carvalho, 2018). For online
marketing of Smart Restorations Limited, it is more effective so that it assists to manage
inventory in successful way.
 Geo-targetting: Geo-targetting is successful method in marketing which determine
geolocation of website visitor and delivering different content on the basis of location
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(Zwick and Denegri-Knott, 2018). Smart Restorations Limited using different kinds of
tools in these aspects such as google AdWords, opt in email, etc.
2.2 Opt-in email marketing newsletter
Smart Restorations Limited
20% off on Office furniture sales
plus free shipping on purchasing of £500.00
Please join us with superb offer and get more exiting offers.
Smart Restorations Limited provide 20% discount on their office furniture products. Come soon
and get more offers with limited time.
Smart Restorations Limited
Email Address: [e-mail]
2.3 Guidelines for best practices in online public relations and shows how it would be follow for
digital marketing communication
Online public relation is an essential activity that develop any marketing campaign in
successful way. This is because, in Smart Restorations Limited online PR determines link
building with specialist directory entry, competition promotion, etc. Ultimately success also
measured to perform effective functioning which return on monetary investment (Williams and
Derrick, 2018). In the chosen business, following are certain guidelines must be followed to
attain overall outcomes: Conduct appropriate research: In order to consider effectiveness, it can be stated that
best practices in order to develop online public relation must be successfully develop
through conduct appropriate research. It also helps to Smart Restorations Limited to
know about product demand and requirement. Therefore, they can easily deal to
communicate desired level of results at workplace. It would be beneficial to focus on
digital marketing communication that would be ascertained to fulfil successful online
public relations (Štefko, Kiráľová and Mudrík, 2015). Maintain relationship: Furthermore, it can be stated that in online public relations
maintenance is also essential. This is because, in this regard Smart Restorations Limited
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can communicate with digital tools to attain overall goals and objectives as well. It is also
helpful consideration that fulfil customer expectations. Appropriate measurement: Moreover, appropriate measurement also need to take so that
it increases more effectiveness to follow guidelines in the business (Chaffey and Smith,
2017). With this regard, desired level of results can be evaluate to conduct research for
more measurement. It is useful for Smart Restorations Limited to attain overall outcomes
to focus on digital marketing communication.
 Writing: Along with this, Smart Restorations Limited need to focus on writing that would
be follow to show effectiveness with digital marketing communication. In this regard,
Smart Restorations Limited need to attain their effectiveness to show more targets and
follow for digital marketing communication. With the help of proper and effective
writing about online marketing, systematic communication ascertained to show more
targets (Li, Wang and Yu, 2015).
2.4 How Smart Restorations Limited can use new digital media communities
In Smart Restorations Limited, following are different ways in which new digital media
communities can involve effective results: File sharing sites: Document and file sharing is a successful and great way of building
and spreading quality content across different platforms for millions of users. Driving
force behind content marketing is creation of high quality, relevant content that helps to
consider useful information to consumers with solving problems (Kotler, Kartajaya and
Setiawan, 2016). In Smart Restorations Limited it is free online presentation which make
document in existing blogs with more than 58 million unique visitors. For instance, sound
cloud, audio mack, etc. Instant messaging: In the business, there are several kinds of apps exists that determine
instant message to get more real time than instant messaging. Many of these apps allow
users to message one another without any SMS data (Kalia, Kaur and Singh, 2015). As a
result, requirement of traditional text message is the most popular instant messaging apps
that offer additional functionality and services which considered for next generation of
SMS, text, etc. Chatrooms: Chatroom is one of the important and official website which is part of online
service that also provide venue for communities of users with common interest that is
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communicated in real time (Silva, de Castro Sousa and de Carvalho, 2018). It is one of
the important tool that can be used by Smart Restorations Limited with text based
messages. Discussion groups: Discussion group is a several members of individuals who possess
similar interest and gather formally and informally ideas that helps to solve issue and
problems (Chen, Ma and Zheng, 2018). Major approach also implemented that respond
through comments and post forum which establish through mailing list.
 Blogs: Blogs and website are one of the important online public relationship that helps to
set up with free domain name and receive web hosting as well. With this regard, Smart
Restorations Limited can easily involve communication or publishing information on
world wide web. Each blog is personal diary and project collaboration tool so that it
communicating and publishing information on the web (Kubacki and Rundle-Thiele,
2016).
PART 3
3.1 Secondary market research to gather data on customer online shopping behaviour
In order to conduct secondary market research, it can be stated that 44% of online
shoppers use their smartphone to shop several devices. Over half of consumers consider their
shopping online with consisting simultaneously to perform other tasks to compete for their
attention. Within Smart Restorations Limited, 77% cite shipping and other extra fees which
considered reason that would be abandon with online shopping cart. Furthermore, World Wide
Web has propelled in small extent of changes in attitude and behaviour of people in all over the
world. It emerged to influence ordinary citizens (Sheikh, Shahzad and Ishak, 2016). Hence,
online shopping has been considered to undertake and understand behaviour with online to save
time.
Online shopping is the easy solution for engaged people in all over the world. In the past
several decades, there is massive change in which customers do shopping. Users and buyers feel
convenient to online shopping. It saves crucial time for modern people for willingly to spend
more on shopping. Primary goal of every business is to offer products and services that are best
serve and fulfil customers needs (Kovalenko, Okolnishnikova and Katochkov, 2018). In UK, for
furniture customer needs develop with more satisfaction so that it is more successful than its
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competitors to satisfy buyers. Hence, it helps to tend and make repetitive purchase in the
enterprise. Online shopping is also evolving fast which make potential growth exponentially to
reach and get more effectiveness (Bacik, Gavurova and Fedorko, 2015).
Furthermore, there are several customers prefer to get more consumer satisfaction with
different aspects of online shopping. As a result, ease of checkout is 81%, variety of brands and
products offered 80%, number of shopping options offered 73%, etc. It assists to focus on 80%
surveyed consumers that are more likely to purchase online products with free shipping. Smart
Restorations Limited mainly attract their customers with considering online consumers'
behaviour (Ward, Ward and Paskhover, 2018). Main purpose of every business is to understand
each customer needs and demand so that online shopping has been assessed to measure
satisfaction level with unique idea and nature.
3.2 Design an online survey to collect data on what encourages shoppers to buy online
Online survey questionnaire
1. Where do you tend to buy furniture products from online method?
 From online retailer
 From supermarket store
 From supermarket and retailer store
2. How often you are buying furniture products online?
 Once in a month
 Once in every six month
 Once in year
3. Which is the main reason to buy furniture online
 Saving time
 Deliver valuable guidance
 Gather more relevant and effective information
4. Do you agree with quality of products that provided by Smart Restorations Limited?
 Highly agreed
 Agreed
 Neutral
 Disagreed
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 Highly disagreed
5. What are benefits of online shopping of office furniture in the country?
 Increase opportunity
 Increase knowledge regarding different areas
 Increase understanding towards new products and services
6. What are main tools to increase online shopping for selling of office furniture?
 Social media platforms
 Survey monkey
 Google docs
3.3 Create poster to demonstrate how use of electronic customer relationship marketing can be
used to manage and analyse customer interaction
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1
Use of electronic customer relationship
marketing
Customer relationship marketing is one of the ways that is used
to identify, acquire and retain several people. They are the
greatest asset of a particular business so that it helps to deal
with E-CRM which is an integrated online sale. Electronic
customer relationship integrated with online sales, marketing
and service strategy. As a result, it is used to identify, attract
and retain several people in systematic manner. In customer
interaction, electronic CRM helps to develop successful
outcomes and operations that improved relations, service and
support. In Smart Restorations Limited, several benefits
considered with using E-CRM such as matching their
behaviour with suitable offers. As a result, it can be stated that
it helps to ensure that successful HRM building more targets
Moreover, use of electronic customer relationship marketing
encompasses all CRM functions with use of net environment
such as extranet, intranet, internet, etc. Electronic CRM
concerns all forms of managing relationship with customers to
make use of appropriate information technology. . In Smart
Restorations Limited, several benefits considered with using E-
CRM such as matching their behaviour with suitable offers. As
a result, it can be stated that it helps to ensure that successful
HRM building more targets and goals to focus on valuable
customers.
 Operational: Operational aspects assists to manage effectiveness with focusing on service sector of the particular economy.
In this regard, several aspects offer complete performances services to increase more profitability. It helps to deal with
customer interaction in positive manner and ascertained with more offers.
 Analytical: Analytical capabilities facilitate to CRM as an important approach towards measuring and assessing lifetime
value of customer relationship. It enables to the organisation to determine most important relationship that based on long
term profitability. Hence, it is cultivated with multiple angles through marketing, sales, service, etc. Analytical aspects of E-
CRM consist effectiveness to attain overall goals and objectives in positive consideration.
 Collaborative: Moreover, collaborative strategic component determines long term relationship program that enable to
increase profits. Changes in workforce dictated which improve internal operations through eliminate unnecessary
redundancy. When organisational members realise improvement in their productivity, they feel better for endure CRM
system. It would be beneficial to determine positive influence of customer interaction.
REFERENCES
Kubacki, K. and Rundle-Thiele, S. eds., 2016. Formative research in social marketing: Innovative methods to gain consumer insights. Springer.
Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication in pilgrimage tourism. Procedia-Social and Behavioral Sciences.
175. pp.423-430.
Williams, R.S. and Derrick, J.C., 2018. Internet little cigar and cigarillo vendors: Surveillance of sales and marketing practices via website content
analysis. Preventive medicine. 109. pp.51-57.

4.1 Produce an outline for internet marketing plan for Smart Restorations Limited
In order to create successful internet marketing plan, it can be stated that following stages
can be included to accomplish goals and objectives of Smart Restorations Limited: Define customers: Define customer is very important aspect that choosing and creating
products for naming of business (Aswani, Kar and Dwivedi, 2018). With the help of
marketing plan, Smart Restorations Limited can outline business goals which process
step by steps for defined ideal people at workplace. For instance, job profile of perfect
customer must be determines so that more income can be generated on occasional and
constant basis. Choose targets: Target customers of Smart Restorations Limited are offices where
different types of chairs, table, furniture, etc. must be used. With the help of coordinated
efforts across several sites and venues commonly frequented as a most effective
marketing campaign. It can be seen in several places which retained as a stronger
(Dwivedi, Kapoor and Chen, 2015). Budget: Smart Restorations Limited has total budget amount is £800.00. For delivering
office furniture online, it is one of the important aspect that helps to attract several people
with online delivery. Therefore, actions are also taken which campaign from holding list
(Dangi and Malik, 2017). Creating ad content: Internet marketing also works as best to focus on one or two things.
In front of Smart Restorations Limited, there are variety of products which appeal to
target market for marketing campaign.
 Tracking and monitoring ads: Tracking and reacting campaign's successes is essential to
maintain effective marketing campaign (Taiminen and Karjaluoto, 2015). There are many
ways which states to determine proper paying attention to learn volume about ads to get
the best results in Smart Restorations Limited.
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4.2 Presentation on pay per click advertising
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4

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CONCLUSION
From the above report, it can be concluded that internet marketing is one of the important
aspects to increase customer attraction in the business. With this regard, Smart Restorations
Limited focus on selling of office furniture through online method. It assists to attain significant
outcomes in positive consideration that would be beneficial to target different people in the
business. Furthermore, it summarised about elements of internet marketing such as search engine
optimisation, social media marketing, etc. With this regard, more customer attraction in the
chosen business successfully develop that would be beneficial to accomplish overall targets and
effectiveness. Moreover, mechanics of search engine marketing explained which considered in
the chosen enterprise such as search engine optimisation, paid research engine marketing,
landing pages, etc. In addition to this, secondary market research conducted for gathering data
towards online customer shopping behaviour. At last, it articulated about use of electronic
customer relationship which helps to considered customer interaction in successful manner.
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REFERENCES
Books and Journals
Aswani, R., Kar, A.K. and Dwivedi, Y.K., 2018. Search engine marketing is not all gold:
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communication factors on the online consumer behavior. Journal of Applied Economic
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Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chen, T., Ma, K. and Zheng, C., 2018. Does freight insurance really work? Effect of freight
insurance on consumers' attitude in online shopping. International Journal of Internet
Marketing and Advertising. 12(3). pp.209-232.
Dangi, H. and Malik, A., 2017. Personalisation in marketing: an exploratory study. International
Journal of Internet Marketing and Advertising. 11(2). pp.124-136.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising. The
Marketing Review. 15(3). pp.289-309.
Kalia, P., Kaur, N. and Singh, T., 2015. Internet Marketing and B2C E-Commerce: The Indian
Scenario. Innovation Management, Excel India Publishers, Delhi, India, pp.127-134.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Kovalenko, A.E., Okolnishnikova, I.Y. and Katochkov, V.M., 2018. Transformation Of
Information Flows In Internet Marketing Activities Of Small Businesses. Annals of
marketing-mba, 3.
Kubacki, K. and Rundle-Thiele, S. eds., 2016. Formative research in social marketing:
Innovative methods to gain consumer insights. Springer.
Li, X., Wang, Y. and Yu, Y., 2015. Present and future hotel website marketing activities: Change
propensity analysis. International Journal of Hospitality Management. 47. pp.131-139.
Sheikh, A.A., Shahzad, A. and Ishak, A.B.K., 2016. The mediating impact of e-marketing
adoption on export performance of firms: A conceptual study. Journal of Technology
and Operations Management. 11(1). pp.48-58.
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Silva, D.M.I., de Castro Sousa, J. and de Carvalho, R.P., 2018. A aplicabilidade do Inbound
Marketing nas organizações/The applicability of Inbound Marketing in organizations.
Brazilian Journal of Development. 4(7). pp.4048-4065.
Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication in
pilgrimage tourism. Procedia-Social and Behavioral Sciences. 175. pp.423-430.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in SMEs.
Journal of Small Business and Enterprise Development. 22(4). pp.633-651.
Ward, B., Ward, M. and Paskhover, B., 2018. Google trends as a resource for informing plastic
surgery marketing decisions. Aesthetic plastic surgery. 42(2). pp.598-602.
Williams, R.S. and Derrick, J.C., 2018. Internet little cigar and cigarillo vendors: Surveillance of
sales and marketing practices via website content analysis. Preventive medicine. 109.
pp.51-57.
Zwick, D. and Denegri-Knott, J., 2018. Biopolitical Marketing and Technologies of Enclosure
(pp. 333-348). The SAGE Handbook of Consumer Culture.
Online
Baum, E., 2019. 4 Key Elements Of A Successful Internet Marketing Plan. [Online] Available
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marketing-plan>.
Loechner, J., 2018. The 2018 Online Consumer Behavior Study. [Online] Available through:
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