Global Furniture & Homewares E-Commerce SEO

This assignment delves into the application of Search Engine Optimization (SEO) to enhance the online visibility and success of a global furniture and homewares e-commerce platform. It examines various SEO techniques, their impact on customer acquisition and website traffic, and provides practical recommendations for optimizing online presence in the competitive e-commerce landscape. The analysis draws upon relevant academic literature and industry best practices to guide the development of effective SEO strategies.

Running head: INTERNET
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INTERNET MARKETING

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Table of Contents
Introduction:...............................................................................................................................................1
Part 1:..........................................................................................................................................................1
1.1 Explain the elements of internet marketing......................................................................................1
1.2 Explain internet marketing mix:.........................................................................................................2
1.3 Compare e tools used:.......................................................................................................................3
1.4 Interactive order processing:.............................................................................................................4
Part 2:..........................................................................................................................................................5
2.1 Prepare a briefing on the mechanics of search engine marketing – Your explanation should cover
all or most of the following: definition, search engine optimisation, paid search engine marketing,
landing pages, long tail concept, geo-targeting e.g. Google Ad Words; opt in email and email
marketing................................................................................................................................................5
2.2 Write the copy for a suitable opt-in email marketing newsletter......................................................7
2.3 Identify guidelines for best practice in online public relations and show how you would follow it
for digital marketing communication......................................................................................................8
2.4 Demonstrate how Smart Restorations Limited can use new digital media communities’ such as
file-sharing sites, instant messaging (IM), chat rooms, discussion groups, blogs etc..............................9
Part 3:........................................................................................................................................................10
3.1 Conduct a secondary market research to gather data on customers’ online shopping behaviour
such as statistics....................................................................................................................................10
3.2 Design an online survey to collect data on ‘what encourages shoppers to buy online’ (possible
suggestions can be Google docs, Survey Monkey or Social media platforms).......................................11
3.3 Create a poster to demonstrate how the use of electronic customer relationship marketing can be
used to manage and analyse customer interactions.............................................................................14
4.1 Produce an outline for an internet marketing plan for Smart Restorations Limited. You do not need
to write a full plan, only the framework to write the plan is required...................................................14
4.2 Create a short presentation on pay per click advertising. This could also be briefing note.............15
Conclusion:................................................................................................................................................15
References:................................................................................................................................................16

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Introduction:
It is the report that discusses about various factors of internet marketing campaign. This
discussion initiates with the explanation of internet marketing elements along with the brief
description of marketing mix of internet. The report also focuses on the e-tools used in the
internet marketing and process of interactive order processing. The next part of the report is
about the search engine optimization and various other factors that affect the same. The later part
of the report deals with the explanation of different media tools used for internet marketing and
lo the process of framing the all over plan that can be used by the companies for internet
marketing.
Part 1:
1.1 Explain the elements of internet marketing
Internet marketing is the practices that are used by many companies these days. Internet
marketing allows the companies to make use of various technological methods available to
market their products. These technological methods help the companies to reach the market in
more effective manner. As a marketing manager, it is required to ensure that the following
elements should be there in internet marketing:
Content: The content can be defined as the selection of words and phrases that has been used to
communicate with the customers (Hanson & Kalyanam, 2007). This content is the very
important element of internet marketing because in this content is the only thing that provides
information about the products to the customers.
SEO: the full form of SEO is search engine optimization. It is the platform that allows the user to
type some of the key words on the search engine available to find the source website. The
marketing manager of the company needs to set some of the key words so that the customers can
easily type those key words on the search engine and find the desired website (Roberts & Zahay,
2012).
Promotion: promotion is another important element of internet marketing; this is because internet
marketing or the online site is used to promote the products. Effectiveness in the promotion of
the products helps the company to have large market online reach.

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Strategy: Strategy is the most basic part of the internet marketing. A strategic framework needs
to be designed by the manager according to which different online platforms are used by the
company for different type of promotions (Chen, Shih, Chen & Chen, 2011). The internet
marketing tools can result effectively only when the strategy of using the same are effective.
Above all are the most important elements of internet marketing but are not limited to these four
elements. There is wide scope of intranet marketing in terms of attracting the customers and
making the customers more satisfied by interacting them directly which is not possible in the
case of offline marketing. In terms of reach as well, internet marketing is wide in nature because
it can each up to masses within short period of time. Internet marketing is the very important and
useful tool in communication. This is because it has made the communication very easy between
the customer and the company (Fritz, 2013). Earlier, the companies and customers used to have
one way communication in which the companies can share their information to the customers.
Now the time has changes and the communication has become two easy as the customers can
also interact with the companies leave the customers more satisfied and happy.
1.2 Explain internet marketing mix:
Internet marketing mix also involved 4P’s of marketing just as marketing mix. These 4 P’s are
product, price, place and promotion. Following is the brief description about the same:
Product: In online marketing, products remains same as the offline marketing but the difference
is that the marketers have to show that products in such a way so that the customers can have a

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feel of it (Miletsky, 2009). This is because in online surfing, it is not possible for the customers
to see and touches the products. Any products like furniture in this case need to be projected in
such a manner so that it provides the feel to the customers.
Price: as far as price is considered, it has been analysed that it is required by the company to set
the price according to the competitors pricing. This is because as the customer is watching the
products online so he has the facility to check the other company’s prices as well. Competitive
prices may help the company to get the customer (Fritz, 2013).
Place: place can be defined as the online portal. In this case the online website or any of the
online sites where the company has posted the information called place. The online place is more
an information corner than the shopping place because it provides a detailed description about
the products and the offers associated.
Promotion: banner advertising, mails, social media are some of the promotional tools that can be
used for internet marketing. These tools are cheaper as well as help the company to have better
reach of the customers (Chaffey & Bosomworth, 2012).
Internet marketing mix elements needs to be involved in the marketing plan to get the effective
results.
1.3 Compare e tools used:
Online business and marketing is very common these days. It is required by the companies to
make direct promotional strategies by using the available online promotional tools. These tools
helps the companies to hence their business by increasing the customers reach (Tiago &
Veríssimo, 2014). There are various tools available which can be used by the companies to
market their products but it is required by the manger to find the appropriate tools that are best
suitable for the product marketed.
Comparison of some e-marketing tools:
Facebook: it is one of the best tools that have been used by the companies these days (Chaffey,
Smith & Smith, 2013). This helps the company to post their ads on the portal so that different
people who have liked the page can see the content. A page can be made over this platform so

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that people who want to buy old furniture for their offices can see ad contact the relevant person
for the same.
YouTube: this is also one of the very famous social media tools that can be used for marketing.
This platform allows the companies to share the videos about the company and the products so
that it can be viewed by many target customers (Ryan, 2016).
Goggle app: It is the basic tool that helps the companies to create their own websites. These
websites or the online sites allow the companies to share direct thins about their company and the
products. E-mails can be sent to the customers to directly approach them. Customization can be
done using these tools.
1.4 Interactive order processing:
It has been analysed that order processing process of the companies need to be interactive so that
the customers find it easy to contact the company and place their order. Following are the
activities that need to be conducted in interaction order processing:
Online search: It is the first step of the online ordering process. At this step the customers look
for various products in the website of the company (Varadarajan & Yadav, 2009).
Place order: it is the second step where the customers’ needs to place an order for the products or
the products he have selected. This requires the customers to provide some details such as his
contact number, shipping address, payment mode etc.
Online search
Feedback Delivery
Place order Payment Order
confirmation

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Payment: after placing the order, the customers’ needs to pay the money for the order placed by
him. There are several modes available for payment (Jones, 2008). If the customers want to buy
online they may select the option and if he wants to pay at the time of delivery the he may select
that option.
Order confirmation and checkout: As the order is placed and the payment is done, the order is
confirmed by the vendor and the customers can track the order.
Delivery: This is the step where the order has been shipped and delivered to the address given by
the customers (Turhan, 2010).
Feedback: The customer feedback is very necessary. At this step, after getting the order, the
customers can provide the feedback so that the company can make the effective changes in the
processes if required.
Part 2:
2.1 Prepare a briefing on the mechanics of search engine marketing – Your
explanation should cover all or most of the following: definition, search engine
optimisation, paid search engine marketing, landing pages, long tail concept,
geo-targeting e.g. Google Ad Words; opt in email and email marketing.
Search engine marketing: search engine marketing is related to the process of gaining visibility
over the internet. When any of the customers type the key word related to the business, the name
of the company should be there so that the customers can open that link and view the site. If the
visibility of the company is low then it becomes difficult to reach the customers.
There are different elements that should be understood by the company to know about the search
engine marketing:
Search engine optimization: when any of the customers type the related business key word, then
many links came in front of him (Vegh, 2010. If the company has high optimization then it has

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hg ranking in search engine and the link can be seen first. This optimization needs to be
improved by the company in order to be visible.
Paid search engine marketing: it is the method that allows the companies to buy the space on the
listings by the search engine. Various paid search programs are there but the most common is
Pay per Click (Korol, Slesarev & Nechai, 2014). This is the facility that allows the company to
pay only when the link is clicked.
Landing pages: Landing page is the page that acts as the entry point to reach the particular
website. In terms of marketing, this page helps to reach the main website. This landing page is
used to restrict the options of the website, it only shows the main options required.
Long tail concept: there are different types of products available online. The products that are in
the niche side which are not so popular get low attention of the customers as compared to some
of the products that are very popular. In the long tail marketing, the companies try to tailor and
sell these niche or long tail products in a personalized way. This facilitates the organization to
earn the popularity of those products as well.
Geo-targeting: as the name suggests geo targeting refers to the targeting method that helps the
company to target the customers according to their location. This technique is mainly used to
target the local customers of the place. There are different ways in which the customers can be
targeted such as Google Ad words, opt in email and email marketing.
2.2 Write the copy for a suitable opt-in email marketing newsletter
Opt-in e mail marketing is also termed as permission advertising or marketing. This is because in
this type of marketing, the marketers need to take the permission of the customers before
marketing the products to them. It is the fact that emails are the most important and the easy way
to communicate with anybody and it just requires the email address of the person. It is the most
ethical way of marketing because the customers have himself allowed you to send the offers and
share the information about the brand (Fritz, 2013). A very common example of opt in marketing

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is newsletters which are sent to the customers that makes the customers aware about the latest
discounts and offers available for them.
2.3 Identify guidelines for best practice in online public relations and show
how you would follow it for digital marketing communication
Different organization follows different guidelines for practicing online public relations. Making
public relations and interactions with the customers helps the company to have better customer
satisfaction score. This helps the company to have better goodwill and image. Following are the
steps that need to be followed by the company:
Target market identification: this is the first step that allows the company to identify the target
public that needs to be involved in the process of public relations. This is the group that is
targeted by the company and the company wants to build their image among the minds of these
people (Shih, Chen & Chen, 2013).

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Data collection: it is the time to take decision over the sources from where the data and the
information need to be collected.
Selection of PR tool: there are various tools available for the company to be used to conduct the
public relation campaign. It is the step where the marketer needs to select one of the PR tools
that need to be used (Jones, 2008). The decision needs to be made in accordance with the
objective of the PR campaign.
Monitoring and control: It is the step that allows the markets to monitor and take control over the
PR activities. Monitoring the activities helps in taking corrective action as and when required.
The major aim of monitoring the activity is to avoid the happening of nay illegal activity over the
online portals.
Evaluation: it is the last step of the process in which the evaluation of the whole PR campaign
needs to be done. Evaluation is done by comparing the actual result with the expected objective.
This evaluation helps in finding the gap so that it can be filled later.
2.4 Demonstrate how Smart Restorations Limited can use new digital media
communities’ such as file-sharing sites, instant messaging (IM), chat rooms,
discussion groups, blogs etc.
The communities of digital media helps in developing the content on these online platforms that
can circulated to different audiences. This also allows the companies to interact with the
customers directly. Using the digital medium communities helps the companies to maintain the
relation of the company with the customers and thus develop the goodwill of the company. This
is because customer service is the basic function that needs to be improved in order to get good
response from the customers (Dover & Dafforn, 2011). Some of the digital media communities
that can be used by the company are:
Facebook: Facebook is the social media site that helps the company to share their files and post
their ads. It also helps as a discussion forum where different people and customers can discuss
about the products and services they have received by the company.
Blogs: blogging is the tool that helps the company to develop its brand image by reaching the
customers. Blogging allow the company to post different typed of content and information about

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the company and its products. This helps the customers to know about the company and its
functions. This also helps in making close relations with the customers (Malaga, 2007).
Twitter: Twitter is the medium that also act as the discussion forum. It helps the company to post
some information on which the discussion is made by different people. This also helps in
developing the knowledge of the people about the company.
Chat rooms: Chat rooms are used to directly interact with the customers so that their issues can
be resolved. The chat option can be developed in the website of the company so that customers
can ping there to take to the customers support executives.
Part 3:
3.1 Conduct a secondary market research to gather data on customers’ online
shopping behaviour such as statistics
UK is the place in which the third largest E-commerce market persists. This suggests that the
consumers in UK are very much fond of shopping online. The country has around 19% of the
total business turnover from online market. As far as the furniture industry in UK is considered,
it has been analysed that UK is expecting around 13.7% CAGR in online furniture sales in the
year of 2015 to 2020. In the year of 2015, UK is the place that falls under the category of selling
the highest number of furniture online.

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The above figure suggests that 3% of the total furniture revenue to the world comes from UK.
(DEEP DIVE: Global Furniture and Homewares E-Commerce - Fung Global Retail &
Technology, 2017).
(On the couch, 2017).

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It has been analysed from the above figure that the sales in the online furniture market is raising
year by year and expected to rise in the year of 2020. This suggests that the consumer is looking
forward to online shipping even for furniture buying. The number of online shoppers is
increasing day by day in the furniture industry f UK as well.
3.2 Design an online survey to collect data on ‘what encourages shoppers to
buy online’ (possible suggestions can be Google docs, Survey Monkey or Social
media platforms)
Online survey questions:
1. Online purchasing is easy the offline purchasing.
Most likely
Likely
Dislike
Most dislike
2. Online shopping provides high discounts and offers.
Most likely
Likely
Dislike
Most dislike
3. Online and offline shopping needs similar efforts.
Most likely
Likely

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Dislike
Most dislike
4. Option of payment on online website is a big help.
Most likely
Likely
Dislike
Most dislike
5. Range of products is wide on online website rather than offline store.
Most likely
Likely
Dislike
Most dislike
6. Online shopping is a risk.
Most likely
Likely
Dislike
Most dislike
7. Customers support and effective after sales services can be enjoyed in online shopping.
Most likely
Likely
Dislike
Most dislike
8. Online shopping helps in saving time of the customers.
Most likely
Likely
Dislike
Most dislike
9. Online shopping helps in comparing prices.
Most likely
Likely
Dislike

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Most dislike
10. Bargaining cannot be done in online shopping thus it is a negative aspect.
Most likely
Likely
Dislike
Most dislike
3.3 Create a poster to demonstrate how the use of electronic customer
relationship marketing can be used to manage and analyse customer
interactions

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4.1 Produce an outline for an internet marketing plan for Smart Restorations
Limited. You do not need to write a full plan, only the framework to write the
plan is required
Internet marketing plan can be made in order to design the activities that need to be conducted in
order to develop a marketing campaign for the company on the internet. Some of the steps need
to be followed.
Stage 1: content
Different types of content need to be developed by the marketing team in order to be posted such
as different content for ads, for videos, for posts etc. content is the basic element that is very
important to be developed in order to attract the customers (Berman & Katona, 2013).
Stage 2: selection of internet medium
This is the stage in which the company has to select some of the modes of internet that help the
firm to market its products and the company. Different modes such as videos, pictures, etc. can
be used (Xing & Lin, 2006).
Stage 3: key words
Development of keyword is very important. Key words help the customers to find out the
website easily. If the key words are set by the company then it will be easy to get higher ranking
in the search engine optimization (Cahill & Chalut, 2009).
Stage 4: post and promotion
It is the stage where the medium needs to be selected that helps in posting the videos and the
pictures as well as the content of the internet. These mediums are YouTube, Facebook, blogs etc.
Stage 5: evaluation
It is the stage where the evaluation can be done by the company for the performance of internet
marketing (Malaga, 2007). This can be done by evaluating the sales results and the search engine
optimization ranking if the company.

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4.2 Create a short presentation on pay per click advertising. This could also be
briefing note
Conclusion:
The report concludes that internet marketing is very important concept of today’s marketing.
There are many elements that need to be understood before making marketing plan for the
company that uses internet. There are various factors that affect internet marketing. It has been
analysed that internet marketing is far better than offline marketing as it has greater reach then
the offline methods. The customers are also using online websites for shopping these days.
Furniture industry is also increasing their presence in the online website stores. This helps the
customers to buy in easy and effective way.
Presentation:
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