Impact of Internet Marketing on Businesses
Added on 2020-01-16
22 Pages6163 Words379 Views
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INTERNET MARKETINGSTUDENT NAME:STUDENT ID:SUBJECT NAME:PROFESSOR NAME:1
Table of contentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................31.1 Components of internet marketing............................................................................................31.2 Evaluation of the marketing mix of internet..............................................................................51.3 Comparison of the tools of internet marketing..........................................................................61.4 Examination of the working of the order processing.................................................................7Task 2...............................................................................................................................................92.1 Mechanics of the Search Engine Marketing..............................................................................92.2 Newsletter of opt-in email marketing......................................................................................102.3 Online public relations.............................................................................................................112.4 Use of new digital media.........................................................................................................12Task 3.............................................................................................................................................133.1 Secondary research on the market...........................................................................................133.2 Survey to understand the barrier to online shopping...............................................................133.3 Use of customer relationship marketing for the management and analysis of the interactionsof the customer..............................................................................................................................18Task 4.............................................................................................................................................184.1 Internet marketing plan............................................................................................................184.2 Advertisement of the pay per click (Refer to POSTER)..........................................................18Conclusion.....................................................................................................................................19Reference list.................................................................................................................................202
IntroductionInternet marketing can be best defined as the process of advertising and promote a brand or acompany via the internet. Broadly, it can be also termed as e-mail marketing or websitemarketing or social media marketing. There are various technical and creative aspects of internetmarketing. These are development, sales, designing, and advertising. Besides, internet marketingalso deals with various stages of customer engagement process. Internet marketing is used thesedays to enhance a company's brand identity.Smart Restorations Limited, a small furniture selling firm, are targeting to develop its businessand triple its turnover in a period of two years with the help of Medium Blue Search EngineMarketing. The main aim of this study is to critically evaluate the different aspects of the internetmarketing and how these aspects can help Smart Restorations Limited. The company’s team hasunderstood that printing brochures are a strategy of the yester years. In order to develop thecompany and change its structure, it will have to introduce website marketing with majorpriority. Task 11.1 Components of internet marketingThese days everyone is taking the internet as their first choice of information and also for buyingand selling of products and services. Obviously, internet is becoming a new trend of businessmanagement. There is a lot of competition for getting more customer base. This is why each andevery company is looking forward to having a good internet marketing strategy. Kalia et al.(2015, p.121) stated that the internet marketing strategy comprises various methods to generateprofit. The key elements for internet marketing are described below. Other than these there aresome other features of internet marketing which are still under development. These are in turnproving beneficial for the whole e-commerce and e-business strategies of the company. Theirreach, scope, immediacy, and interactive techniques are helping in making the whole processinnovating (Popa, 2015, p. 1269). 3
Figure 1: Components of internet marketing(Source: Al-Hadidi and Shannak, 2013, p.40 ) Social mediaVariouswebsites such as Facebook, Twitter, Google+ are the most attractive source forpromoting business. It increases the potential of the company and allows the company to reach alarge number of people. Verma et al. (2016, p.213) opined that when any link is followed onfacebook, this means that the person is interested in that particular company products and is alsoa potential customer of that company. Smart Restorations Limited also needs to get the help ofthe social media to increase their customer base. A social media account is to be opened on anyor all of the given websites.BloggingBlogging is becoming a powerful internet marketing strategy. Alternately, this is automaticallyincreasing their business credibility among their customers. A business marketing strategist is tobe hired by the company who will constantly resolve the customer queries and make the blogmore attractive.Search engine optimizationThe process of improving the number of website visitors is called search engine optimization.When the visitors search a particular word on the website related to the company SEO makes thecompany website visible and acceptable to those customers. This is done by keeping the websitematerials concise, clear and regularly updated. The potential customer can easily understand the4
relevant topic. SEO strategists are kept to regularly update the website and answering thecustomer queries frequently (Pike and Page, 2014, p.216). In this department, Smart RestorationsLimited has to get an SEO expert to make their company website more accessible and generatethe customer base.Email ListsEmail listing is another feature of internet marketing. It is projected as an important aspect thesedays because keeping the customer information in the company's database is an importantprospect. Öztamur and Karakadılar (2014, p. 518) said that keeping in touch with the old andregular customers, sending relevant information about the company through emails gain thecustomer trust. The customer gets regular updates about the company and a good idea about thecustomer service. This would alternately increase the sales of the company as the customerwould start to buy the product that is recommended by the company via email. The companyshould hire a database manager to keep their customer base and customer information with themand regularly keep their company connected with their regular customers.Affiliate MarketingFritz, (2013, p.76) stated that affiliate internet marketing is an important strategy for gainingbusiness momentum. The job of an affiliate manager is to promote the products via the internetand present them in an attractive form to the target audience. When the product is sold theaffiliate manager gets a commission of it. It is a great way to make the business more profitableand build customer trust. Affiliate manager of the Smart Restorations Limited would try to sellthe company products and get a commission from it, thus making the marketing strategy muchmore profitable.1.2 Evaluation of the marketing mix of internetIn order to become successful with internet marketing, Smart Restorations Limited needs toapply the 4P's of marketing. The 4P's are Product, Place, Price and Promotion. Other than thisthere are additional three components which are people, process, and physical evidence. Theseare the main features of the marketing mix. Smart Restorations Limited has to make the digitalmarketing tools or also known as e-tools more effective. Rastogi and Khan (2015, p.183)conveyed that marketing mix refers to the various actions and tactics that a company should5
apply to make their product more acceptable for their target customers This would avoid thecompany certain pitfalls and become successful in the business world. ProductIt is the goods and services that are offered to the customers. The consideration of the designquality, packaging, features and customer services are very much important for this aspect.Along with the after-sales services that are offered when the product is developed. The study ofthe market and what the consumers demand are a part of this strategy. PlaceThe location of the business is the ‘place’ of the 4P. It is the strategy of how the product ispresented in front of the customer.In internet marketing ‘place' is becoming secondary, physicallocation does not really affect these days. According to Dibb (2014, p.1162) Using a memorablecatchphrase or taglines can make the customer remember about the product. PriceThe amount of money the customers need to pay in order to get the product is the ‘Price'.Keeping in mind that discounting and price setting are the vital component of the product, SmartRestorations Limited needs to do an online examination of other similar business and a marketsurvey about the demand of the product sold. Pomirleanu (2013, p.171) conveyed that the priceof the product should be genuine, neither too high nor too low. This could affect the business ofthe company heavily.PromotionXiang (2015, p.245) opined that in order to make the product and service known to the targetaudience various techniques are utilized. Most common of them is advertising. Advertising theproduct on the various medium like the newspaper, the internet, television is the most common.Besides, making the sample of the product available in various competitions and awards is alsouseful for business. Public relation is also a part of the promotion. This can be done by holdingseminars, conferences, and events.1.3 Comparison of the tools of internet marketingInfusionSoftInfusionsoft is an internet marketing tool which deals with email marketing. The main features ofthis tool are the features of automation which are the reason for the effectiveness of the tool in6
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