Factors of Internet Marketing Campaign | Report
31 Pages4882 Words110 Views
Added on 2020-02-24
Factors of Internet Marketing Campaign | Report
Added on 2020-02-24
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Running head: INTERNET0INTERNET MARKETING
INTERNET1Table of ContentsIntroduction:...............................................................................................................................................1Part 1:..........................................................................................................................................................11.1 Explain the elements of internet marketing......................................................................................11.2 Explain internet marketing mix:.........................................................................................................21.3 Compare e tools used:.......................................................................................................................31.4 Interactive order processing:.............................................................................................................4Part 2:..........................................................................................................................................................52.1 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................................................................................................................................................52.2 Write the copy for a suitable opt-in email marketing newsletter......................................................72.3 Identify guidelines for best practice in online public relations and show how you would follow it for digital marketing communication......................................................................................................82.4 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..............................9Part 3:........................................................................................................................................................103.1 Conduct a secondary market research to gather data on customers’ online shopping behaviour such as statistics....................................................................................................................................103.2 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).......................................113.3 Create a poster to demonstrate how the use of electronic customer relationship marketing can be used to manage and analyse customer interactions.............................................................................144.1 Produce an outline for an internet marketing plan for Smart Restorations Limited. You do not needto write a full plan, only the framework to write the plan is required...................................................144.2 Create a short presentation on pay per click advertising. This could also be briefing note.............15Conclusion:................................................................................................................................................15References:................................................................................................................................................16
INTERNET2Introduction: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 partof 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 marketingInternet 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 totype 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 internetmarketing 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.
INTERNET3Strategy: 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 anduseful 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
INTERNET4feel 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 morean 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
INTERNET5that 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 theproducts. 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 thatthe 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 orthe products he have selected. This requires the customers to provide some details such as his contact number, shipping address, payment mode etc.Payment Place order Online search Orderconfirmation Feedback Delivery
INTERNET6Payment: 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 bythe 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 engineoptimisation, 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
INTERNET7hg 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 newsletterOpt-in e mail marketing is also termed as permission advertising or marketing. This is because inthis 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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