Internet Marketing Strategies and Tools

This assignment delves into the concept of Pay-Per-Click (PPC) advertising as a key internet marketing strategy. It defines PPC, outlines its advantages, explains the mechanics of how it functions, and provides illustrations to clarify its implementation. The focus is on understanding the role of PPC in driving website traffic and enhancing sales through targeted online advertising.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explains the elements of internet marketing....................................................................1
1.2 Evaluates internet marketing mix.....................................................................................2
1.3 Compare internet marketing tools and e tools..................................................................3
1.4 Examine that how interactive order processing will work...............................................5
TASK 2............................................................................................................................................6
Attached in PPT......................................................................................................................6
TASK 3 AND 4...................................................................................................................................6
3.1 Secondary market research to acquire understanding of the market................................6
3.2 Design online survey to understand what stops shoppers from buying online................7
3.3 Demonstrate the use of electronic customer relationship marketing to manage and analyze
customer interactions..............................................................................................................9
4.1 Internet marketing plan...................................................................................................10
Internet marketing plan for smart restorations limited is as below:.....................................10
4.2 Pay per click advertising..................................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................2

INTRODUCTION
Internet marketing plays an important role within the business to focusses on efforts to
make high sales and revenue at workplace. It includes advertisement which assists to
communicate with different people at the workplace and outside business (Ramsaran-Fowdar
and Fowdar, 2013). Mainly, it includes features such as advertisement, promotion that is
beneficial to enhance sales, through target audience. It focuses on new direction which assists the
organisation for expanding their operations in various areas. In this context, present research is
based on Smart Restorations Limited which is small firm especially dealing in buying and
selling refurbished office furniture. They are highly using internet marketing to operate functions
in the new areas. Further, the business has improved their website and conversion rate to make
effective results.
For gaining insight knowledge of the cited firm, present report covers elements of
internet marketing. Furthermore, it examines interactive order processing which work to get
positive results. Moreover, it describes mechanics of search engine marketing and opt-in email
for marketing newsletter.
TASK 1
1.1 Explains the elements of internet marketing
Internet marketing plan includes various elements which assist to make high profitability
and enhance revenue within the business environment (Kumar, Chattaraman and Henseler,
2013). These elements include in Smart Restorations Limited to create truly effective marketing
plan for their operations. It includes various elements are as follows:
 Email marketing: First element which determines successful operations is the content of
the website. It can be done through new websites pages, blog post, e-book and Webinar,
etc. this is the easiest way for Smart Restorations Limited to start and set up blogs
(Alalwan, Dwivedi and Williams, 2015.). In this context, information is useful to capture
attention towards the business. The company share their content with peers and friends
with the help of media channels. Thus, inbound marketing is super and effective which
help in making high profitability.
 Search engine optimize: Once the cited firm creates their blogs and other form of
content, Smart Restorations Limited need to optimize through search engines (Durkin,
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2013). The business need to keep keywords in blog title, heading tags and media
description. However, the chosen firm is required to use this very careful and natural.
Every part of content creates opportunities to make rank in google through keyword
phrases.
 Digital marketing: Social media integrates with various fundamental aspects related
with promotion of Smart Restorations Limited services. In these days, online media
highly impact the business operations so that the cited firm can use channels such as
Facebook, Twitter, LinkedIn and Google, etc. (Ramsaran-Fowdar and Fowdar, 2013).
Thus, the organisation needs to use social media to promote business and their Website.
If the content of the company is remarkable, the cited firm can easily share article within
the network. Thus, it is essential to make easy operations towards the business.
 E-marketing: Once things are done carefully, Smart Restorations Limited focus on
traditional advertisement channels such as TV, radio and magazines. In this aspect, the
cited firm has the ability to track and analyse metrics to operate effective functions
(Vásquez and Escamilla, 2014). Hence, they can support each and every activities of the
firm easily. Creating successful internet marketing leads in strategic planning and hard
working of the company operations. Hence, firm can review the blog analysis to see
resonate well with their leaders. In addition to this, in this step the business can find most
visited pages on their website within the time frame. In order to make positive results,
this assists to focus on business strategy.
1.2 Evaluates internet marketing mix
Internet marketing mix includes 4 P's such as product, price, place and promotion. Firstly,
it is introduced by Jerome McCarthy in 1960. After this, it is continually used to manage
business operations to formulate plan at the workplace (Patwardhan, Pandey and Dhume, 2014).
Beside this, extended 3 P of marketing mix includes people, process and physical evidence. The
cited firm operate their functions in the systematic manner by using internet marketing. In
internet marketing following elements includes:
 Product: In order to achieve targets and goals, Smart Restorations Limited needs to use
qualitative resources to make their products and services. The cited firm have to focus on
brand, features, and support as well as customers services (Kumar, Chattaraman and
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Henseler, 2013). It will assist to generate high revenue by operating several functions at
workplace.
 Price: Smart Restorations Limited needs to set their products price according to market
demand and customers perception. In this context, they can use discount to attract
potential customers (Berger and Thomas, 2016). The cited firm can also offer credit
facility to promote business in an effective manner. In addition to this, they can also
make high profits within the business. They can give free value added elements to
maintain loyalty of customers towards the business.
 Place: Smart Restorations Limited can choose various places to operate functions in an
effective manner. In this aspect, the company can use trade channels, sales support,
channel numbers and segmentation (Salleh, Hashima and Murphy, 2015).
 Promotion: It is important for Smart Restorations Limited to promote their products and
services in various parts of the world. In this context, they can use marketing
communication, personal promotion, sales promotion and branding to operate functions.
It will assist in direct marketing of company products to achieve high results.
 People: In the organisation, various people perform their functions to get high results
within the business. Smart Restorations Limited has individual to give efforts towards
marketing activities, to contact customers and other departments (Riasi and Pourmiri,
2015). To maintain effective functions, the chosen firm is required to enhance their
individual performances by giving them proper training and skills.
 Process: The organisation use customer focus process through which they can develop
sustainability at the workplace (Coombes and Nicholson, 2013). Thus, they can easily
lead with customers to attract them. Smart Restorations Limited also implements design
features for development of the company outcomes and operating functions easily.
 Physical evidence: To make physical evidence, Smart Restorations Limited has to
develop sales staff contacts experience, product packaging and online experience. Hence,
they can easily make high profits and profitability for enhancing worker’s performances
(Berger and Thomas, 2016).
1.3 Compare internet marketing tools and e tools
In order to introduce e-tools it makes significance to operate effective functions. It shows
advancing and customer impact to understand iDTV and IPTV with applying in marketing
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context. In marketing tools there are various tools such as design, real-time and website, etc. on
the other hand, e-tools consist Twitter, Facebook and many more things which can be used by
Smart Restorations Limited. The cited firm use Word press blog which is very easiest way to add
content for operates business functions (Kumar, Chattaraman and Henseler, 2013). In addition to
this, free cloud based services can also use by the company which is fully automated services
applied on multiple feeds. Tweeter allow to the cited firm to publish to multiple social media
accounts from single applications. It is also useful for findings out about customers related with
products and services which is available on mobile platform.
E-tools are more different from marketing tools. Their differences are as follows:
Basis Marketing tools E-tools
Use Marketing tools are very hard
to access. With the help of
marketing tools, Smart
Restorations Limited cannot
easily capture whole market.
E-tools are comparative easy to
use rather than marketing. As
compare to marketing tools,
the cited firm can easily
capture whole market at very
low cost.
Relationship builder In order to gain competitive
advantages, marketing tools
are not easily make
relationship with customers
(Patwardhan, Pandey and
Dhume, 2014).
However, e-tools are relates
with relationship of customers
because it accesses same time
activities with them.
Cost-effective Marketing tools are incurred
more cost at workplace so that
it is not cost effective
elements.
E-tools always save time and
cost so that it is more effective
to use.
Examples In marketing tools google
analytical, social media, CRM
and email marketing is use.
Facebook, Twitter and many
other social sites are usig.
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1.4 Examine that how interactive order processing will work
Various organisation are operating their functions in online to make successful
operations. Some businesses have no system for finalizing sales, shipping out purchase good in
timely manner. In recent time trust level of customers towards online business is rapidly
increasing day by day. Thus, it will assist to make positive outcomes through deliver effective
results (Alalwan, Dwivedi and Williams, 2015). Smart Restorations Limited use order processing
to make online payments in their business. They are using payment gateway which is software
for make payment at workplace. It includes various elements to order processing. They are as
follows: Choosing a supplier: In order to make process within the business, Smart Restorations
Limited need to select supplier. In this aspect, they can take profitability at workplace
which lead to management effectively. The chosen organisation should focusses on
material quality to get positive results by customers (Vásquez and Escamilla, 2014). Select a product: After choosing supplier, Smart Restorations Limited should select
product which they want to sell. The company make office furniture product so that they
have to keep high security at workplace. Hence, they can easily lead with their customers
to deliver effective results. Checking stock availability: Which product is made to sell within the business
environment (Ramsaran-Fowdar and Fowdar, 2013). It need to be check availability top
operate functions in the marketplace. In this context, manager can easily get profitability
and positive results in Smart Restorations Limited. Input data and transferring to order processing: While the firm check their products
availability, they can move further. In this aspect, they can input it in process to deliver
effective results within the business. Hence, order of the product can be taken to develop
business operations within the business environment (Salleh, Hashima and Murphy,
2015). Online confirmation and deliver information: After input data, Smart Restorations
Limited take online confirmation from their customers to make order. In this context,
they are also delivers information to operate effective functions within the firm.
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 Tracking order and delivery: At last, the firm track to order delivering it customers in
effective manner (Durkin, 2013). Hence, they can easily support various functions of
company to generate high revenue within the business environment.
 Data integrate and security system: Smart Restorations Limited make security system to
operate functions in effective manner. In this aspect, the cited firm integrate data to make
high profitability at workplace.
TASK 2
Attached in PPT
TASK 3 AND 4
3.1 Secondary market research to acquire understanding of the market
There is a difference between secondary market research and primary market research
and both have been used in the present research study. Secondary research is based on
information from studies that are previously done by government, trade agencies and any other
associations. In the present study, secondary research has been conducted because it is easy to
find and much of it is low cost. However, on the other hand primary research investigates an
issue of specific interest to the business entity. It is used in the present study as it delivers more
specific outcomes which is important to consider as Smart Restorations Limited has been
entering in internet marketing.
With the help of secondary source, Managing Director of Smart Restorations Limited can
access large number of articles for enhancing the understanding about the furniture industry.
Smart Restorations Limited is a small firm that specializes in buying and selling of furniture
systems. In order to gain information about secondary market, it is essential for Smart
Restorations Limited to access diverse books, journals and articles so that information about
business management can be attained (Dave, 2009). It is also crucial for the company to conduct
market research so that recent information about the market competencies can be ascertained.
With the help of secondary research it has been identified that demand for furniture
products have been changing in the market place; therefore new trends and preferences are
required to be considered at the time of developing new products and services. Customer
satisfaction as well as loyalty aspects can only be enhanced in the case of delivering specific and
prominent services to the clients (David and Susan, 2002). Thus, Smart Restorations Limited
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needs to adopt diverse measures to enhance the ratio of customer satisfaction and loyalty.
Moreover, secondary research also states that Smart Restorations Limited needs to focus on level
of competition because that can impact the business decisions.
In order to meet competition, Smart Restorations Limited is required to bring competitive
products and services so that competitive edge can be created at market place (Liao and Cheung,
2011). Smart Restorations Limited may also experience competition due to availability of
substitute products and services; hence to manage business services, such aspects needs to be
considered on higher extent. Moreover, use of technology needs to be extreme so that updated
products and services can be brought at market place.
3.2 Design online survey to understand what stops shoppers from buying online
The questionnaire has been made by the researcher (working for Smart Restorations
Limited) for the purpose of ascertaining the aspects that stops consumers to buy products from
online sources (Miles, 2013). Several questions have been asked from the consumers regarding
online purchase of products.
Questionnaire
Name:
1. Specify gender
 Male
 Female
2. Specify Age
 Below 16 years
 18 year – 30 year
 30 year – 45 year
 Above 45 year
3. Do you like to purchase products from online sources?
 Yes
 No
 Sometimes
4. Do you think that purchasing products from online source is safe and secure?
 Yes
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 No
 Sometimes
5. Do you think that direct purchasing is much better than online purchasing?
 Yes
 No
 Always
 Sometimes
6. Are you satisfied with the pricing aspects of Smart Restorations Ltd?
 Yes
 No
 Sometimes
7. Do you agree that schemes in online sources are more beneficial as compared to direct
purchasing?
 Yes
 No
 Sometimes
8. Are you satisfied with the direct services of Smart Restorations Ltd?
 Satisfied
 Highly satisfied
 Dissatisfied
 Highly dissatisfied
9. Would you like to give any suggestion to Smart Restorations Ltd regarding the service delivery
process and customer care services?
……………………………………………………………………………………………….
Thank You for Your Cooperation
From the responses collected, it is identified that customers of Smart Restorations Ltd
prefer direct purchasing of products and this is the reason, less number of customers are using
the online sources. Respondents also added that a few times they have acquired negative
responses from the customer care department (Sheehan, 2010). Apart from this, customers are
also not satisfied because of the payment mode as they do not consider it safe and secure.
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However, there are several other options as well which could be used in the case of online
purchase; still customers do not prefer the source. Moreover, customers also said that online
source does not provide reliable products and services as sometimes the products are entirely
different which is shown in the adverstiment.
3.3 Demonstrate the use of electronic customer relationship marketing to manage and analyze
customer interactions
Electronic customer relationship marketing can be defined as a method that is used to
manage the relationship that exists between an enterprise and its customers prospects. In current
scenario, there are many technological channels available through which E-CRM programs can
be executed and managed at Smart Restorations Limited (Siegel, 2006). The cited company
needs to make use of technologies such as emails, chat rooms and forums to communicate
appropriately with the customers. Since, it is a well- structured and coordinated process of CRM;
thus it strengthens other processes and activities of Smart Restorations Limited.
With the help of such sources, better communication among the end users can be
generated. Further, this can also assist the entity to ascertain the needs and preferences of
customers (Singh, Gordon and Purchase, 2007). Customers can also receive many benefits from
this source such as convenient, timely services, safe, secured and reliable services. It is essential
for Smart Restorations Limited to build faith on the customers so that they can start purchasing
goods from the company on repeated basis. With the increased competition, it is now far more
important process to initiate proactive programs to stimulate direct communication with
customers (Soliman and Youssef, 2003). This is also useful in fostering trust and loyalty factors
among customers.
However, on the other hand, E-CRM also leads to many issues like security of payment
and data. Therefore, there must be suitable implementation of software so that company can
maintain record of each and every transaction. There must be suitable client- server base so that
transparency can be maintained among employees and clients. This is essential for tracking all
the orders of the company. Along with this, Smart Restorations Limited can also develop an
excel sheet so as to keep record of each and every deal.
E-CRM is also regarded as a provision of personalized services which enhances the
customer satisfaction aspects and as a result, it improves business productivity. Apparently,
service delivery has become a major determinant in the selection of products by customers.
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Hence, it is considered as a major factor that determines or generates customer loyalty and
retention opportunities (Spindler, 2010). Customer relationship management is not only to
communicate frequently with the customers; but it is more than that. Smart Restorations Limited
needs to ensure that proper services are being delivered to the end users as per their
requirements.
4.1 Internet marketing plan
Internet marketing plan for smart restorations limited is as below: Set objectives: it is the first stage in which cited firm well have to set its objective. as it
wants to expand its business across the world so entity have to decide further activities
accordingly. SWOT analyses: Smart Restorations Limited has to analyses its strength, weakness so
that marketing manager can identify the ways through which can make marketing plan
successfully. Cited firm has data of large number of customers. it is the strength of the
organization, email campaign is the good opportunity for the corporation, it is
economically beneficial and can give optimistic results to cited firm. Environment analyses: In the next phase Smart Restorations Limited has to identify the
current situation of external market. It needs to identify competitors strategy and its
market strategy. Decide target audience: In this phase Smart Restorations Limited has to decide that in
which market cited firm wants to target. It will help the organization in taking proper
decisions regarding allocation of resources. Channel analyses: After analysing the external market, marketing manager of cited firm
has to identify the best channel through which internet marketing can be successful. Monitoring and controlling: Marketing manager of Smart Restorations Limited needs to
monitor the plan so that if any drawback is here then immediate modification can be
taken place.
 Feedback: It should take timely feedback from service users so that its success can be
measured by marketing manager.
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Activities Time scale
Set objective 15 days
SWOT analyses 1 month
External market analyses 1 month
Decide target audience 5 days
Channel analyses 5 days
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Illustration 1: Marketing plan

Monitoring and controlling 15 days
Feedback 1 month
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4.2 Pay per click advertising
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.
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Pay per click advertising
Pay per click advertising is a tool used for marketing official websites of a company. When a visitor clicks on
flashing advertisement that is being projected on the web page of search engine or some other website, then the
traffic is directed towards official webpage of company.
This tool of internet marketing is very
popular because of its cost
effectiveness and wider coverage.
Web banners are used in PPC advertising. Google AdWords is the only system that using PPC marketing tool.
It helps to market a product in well manner.
With the help of this company can easily
enhance their sales.
Every time a customer clicks the banner,
company has to pay certain amount to
advertising portal. This amount is minimum in
comparison to profits made when clients are
directed to official website

CONCLUSION
From the above designed assessment, it is clearly depicted that marketing techniques
have evolved with fast pacing time. Growing needs of digitalisation have led companies like
Smart Restorations Ltd to adopt internet marketing techniques. Different elements of this
technique with compact description is provided in this report. It also contains search engine
mechanisms which can be utilised for better positioning of company website on search tools and
pages. Medium Blue search engine marketing company has been appointed to perform this task
for Smart Restorations. This company will be using tools like secondary market research, online
surveys and pay per click advertising for enhancing Smart restorations sales.
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REFERENCES
Books and Journals
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management in Spanish telecommunications companies.International Journal of
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marketing: A systematic literature review. Industrial Marketing Management. 42(5).
pp.656-664.
Dave, C., 2009. E-business and e-commerce management. Pearson.
David, C. A. and Susan, B., 2002. Internet, interaction and implications for marketing. Marketing
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Kumar, V., Chattaraman, V. and Henseler, J., 2013. Data-driven services marketing in a
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Liao, Z. and Cheung, M. T., 2011. Internet-based e-shopping and consumer attitudes: an
empirical study. Information & Management. 38(5). pp. 299-306.
Miles, C., 2013. Persuasion, marketing communication, and the metaphor of magic. European
Journal of Marketing. 47(11/12). pp.2002 – 2019.
Patwardhan, A. A., Pandey, N. and Dhume, S. M., 2014. Leveraging technology adoption model
for examining internet usage among physicians’ in changing Indian pharmaceutical
marketing context: A structural equation modeling approach. Journal of Medical
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