Internet Marketing Strategies and Analysis

This assignment delves into the realm of internet marketing, examining various strategies employed by businesses to reach their target audience online. It analyzes consumer behavior in the digital landscape and explores how factors like social media, e-commerce, and search engine optimization influence purchasing decisions. The assignment also examines successful case studies, highlighting best practices and trends shaping the future of internet marketing.

INTERNET
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explain the elements of internet marketing..........................................................................1
1.2 Evaluate the internet marketing mix.....................................................................................2
1.3 Compare internet marketing tools, e Tools that will be used................................................3
1.4 Examine how the interactive order processing will work.....................................................4
TASK2.............................................................................................................................................5
2.1 Mechanics of search engine marketing.................................................................................5
2.2 Copy of suitable opt-in email marketing news letter............................................................6
2.3 Best practices in online public relations................................................................................7
2.4 New Digital media communities and its use.........................................................................8
TASK 3............................................................................................................................................9
3.1 secondary market research to gather data on customers’ online shopping behaviour..........9
3.2 Design an online survey to collect data...............................................................................11
...................................................................................................................................................12
3.3 Use of electronic customer relationship marketing.............................................................14
TASK4...........................................................................................................................................14
4.1 Internet Marketing Plan for Smartway Restoration Ltd......................................................14
4.2 Pay Per Click Advertising...................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
With the increase in role of internet in our day to day life, it became necessary for an
organisations to make their marketing digital. Internet marketing refers to the use of internet in
advertising and online marketing via websites, emails to make sales through E-commerce. It
offers an excellent substitution for traditional methods of marketing and advertising (Chang, Yu,
and Lu, 2015). It is comparatively cheaper as well as provide more information in a limited
space. Internet marketing can also be sub divided into areas like email marketing, website
marketing, social media marketing etc. It uses digital technologies (like mobile phones) as its
tools. In the last few decade this way of marketing has surpassed traditional marketing.
Smartway restoration limited is a small business enterprise established in 2006. it is a locally
owned and operated located in Langford, BC. It offers services in commercial, residential as well
as hazards restoration and serves in Vancouver island (Croft, Metzler, and Strohman, 2010). In
this report, the use and need of internet marketing is highlighted. It highlights how Smartway
restorations Ltd. can use internet marketing for its expansion policy. Being a E-marketing
manager this report showcases ways to implement this form of marketing so as to influence more
number of people and help company in increasing its revenue.
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TASK 1
1.1 Explain the elements of internet marketing
Internet Marketing is modern concept of marketing planning which is utilized as a mode
of promotion of marketing mix. Smart Restoration Limited belief in adopting new innovation in
their marketing mix tools and promoting their product in public. It is an effective medium of
communication and reach mass number of people in a span of time. True Search Marketing
facilitates its client with new services but in internet marketing there are several elements to keep
in mind-
 Content Creation - Creation of new content which is informative as well as appealing is
essential in Online Marketing. Blogging, advertisement, online videos and e-books are
famous varieties which is effective and attractive which is trending in internet marketing
(Esmaeili, and Aqaei, 2016). Internet content must be concise and creative as well as
informative at the same time to avoid trash from content.
 Optimization - Increased rank in conclusion of search along with an innovative content ,
correct designing and resourceful content addition is essential. Thus content should be
optimized strongly for a good marketing on internet. After creation of blog or content,
use phrases and effective words to meet public interest and influence their opinions.
 Promotion - One of most important part of Online Marketing is balanced utilization of
media and its sources to reach a specific audiences and costumers. Like millions of
individual are using internet as a source of entertainment and use social media. It is very
useful to promote and advertisement of content online on medium like blogs, social
media and websites etc.
 Analyse - Evaluation of advertised content is necessary to analyse conclusion and result
of advertisement and promote product and responses of costumers on particular product.
It is done to reach public interest and discover their creativity and most liked content
(Goi, 2015). Google analytic is more commonly used technology to analyse internet
content. Moreover, web analytics and other tools also helpful for analysis of internet
marketing.

1.2 Evaluate the internet marketing mix
Internet has innovated new technologies and strategies to promote products and services
in more efficient method which influence consumer directly. e- marketing is creative strategies
that have been used in new generation of marketing by various organisation (Hamid, and
McGrath, 2015). Smart Restoration Limited, therefore, adopted this new technologies to promote
its product. How to attain consumer online is facilitated by Marketing mix techniques of business
management.
1. E-Product - Online buying products is a tangible process. It is to complex to understand
and recognise quality and services of company by glancing a look on product. In offline
process, costumers can examine, analyse and recheck product before making purchase
decision. But in e- product services, it become more complicated. True Search Marketing
provide all detail of product with facts and states and quality of photographed in order to
access minor detail of products. According to consumer need, product can be customized
in Smart Restoration limited.
2. E-Price - Pricing is essential and complex process. In online marketing, company has to
offer something unique ton its consumer in order to make them purchase product online
(Hollensen, 2015). By discovering costumers purchasing power, Smart Restoration
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Source 1: Internet marketing mix, 2016

determine prices of its products in favour of costumers and their buying capacity.
Competitive prices are offered in online marketing from many organisation.
3. E- Place - Internet marketing is revolutionary innovation of marketing that has ever
come. Industry has no need to establish stores everywhere because costumers prefer to
purchase products online without paying a visit. Place in internet marketing mix refer to
links and websites placement and advertisement on pages and social media (Karjaluoto,
Mustonen, and Ulkuniemi, 2015). Awareness of target audience favourite pages and visit
place and then use those as a media promotional places.
4. e- Promotion - Promotion on internet and marketing of product and services is full of
issues. Promotion in online marketing require existence of organisation domain for a
different identity and brand image and form reliability and trust among consumer. Use
Web Relation Approach to advertise product on internet. Article and product services
related top product can be broadcast on company web page, WPR in order to attain
consumer.
1.3 Compare internet marketing tools, e Tools that will be used
Various marketing tools are used in order to get different market result and to meet several
segments of costumers. Tools of internet marketing facilitates organisation to advertise and
promote product and services through various medium and tools for various interest of public.
Like in order to influence adults to purchase, advertising product on social media such as
Instagram, Facebook etc. Such tools of Internet marketing are mentioned below-
Company Website -
organisation professional website management is vital e-tool of internet marketing. Crate
a professional domain and maintain a company website and update article and videos related to
products and company achievement in order to earn loyalty and liability of consumers. A
company website offer its consumer to connect with organisation in a direct and straight way.
True Search Marketing can build Smart Restoration Limited 's website and domain of company
in order to establish a different and unique identity of company.
Online Advertising -
Online advertising technique is highly used terms in market and industry. Manage online
advertising on most popular site and most browsed pages by target costumers (Kotler, and et.al.,
2015). True Search Marketing can utilize demographic segment and Psychographic segment
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technique to split audience into different origin and target those according to availability and
browsing ability. Use Google AdWords, Instagram advertisement, Facebook ads and Snapchat
ads to meet costumer and build an attractive advertisement that must draw consumer sight to
visit website.
Online Distribution and Payment Process -
Online Distribution and Payment process is major utilized technique ion online marketing
services by organisation. Distribution could be complete with help of companies such as
Amazon, Wish in order to save revenues from profits in Smart Restoration Limited (Levenburg,
Schwarz, and Motwani, 2015). Use Google checkout and PayPal for online payment process.
This will save efforts and money of costumers and organisation as well.
Lead Generation and Response Collection -
Internet lead generation tool can contribute an organisation to gain its consumers
marketing list. To get insights of consumer responses use feedback collection tools in its system.
It can raise organisation growth and increase product development and company development by
getting consumer responses, solving issues and amend in their technologies according their ease.
Compare in e-tools -
Where all e-tools are interrelated and interdependent, there are various difference in their
working technique and technology. Internet Marketing provide various opportunities to publicize
products with these tools and develop business with an instant response services and insight
technology to get feedback. For example Facebook and Instagram to promote product is efficient
but Instagram is now more trendy in youth than Facebook, whereas Facebook has Old age users
more than Instagram.
1.4 Examine how the interactive order processing will work
Interactive Order Processing Business is system of online order process from ordering a
product top receiving product by consumer including responses of consumer. It is a complicated
process occurrence in sequences and promoted by organisation procedure within a business
(Marthews, and Tucker, 2015). Smart Restoration Limited has been provided this facility by
True Search Marketing to provide its costumers instant order processing for convenience and
comfort of clients. Here are 6 different steps of Instant Order Processing elaborated below-
1. Order Preparation - In this process, purchaser demand for a product to place and order.
This can be detected trough many tools such as online ordering system, electronic data
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interchange system. It is essential for manual and online ordering (Mohammed, 2015).
This provide facility to prepare an order by helping with queries and decreasing entry
errors.
2. Order Transmittal – In this process, consumer finalize their order by clicking on
information of product and asking of detail by e-mail. While finalizing process, utilize
EDI system. After this stage, consumer can place an order anytime.
3. Order Entry - In this stage, consumer check order validity before being served product.
These details includes Order amount, Unit cost, payment policies and terms etc. It also
include order checking, transcription, and billing etc.
4. Order Filling – Order details and preparation process include in order filling. Product
retrieval, pick slip, sales order come under this process of instant order process (Riasi,
and Pourmiri, 2015). Shipping Documents finalised and provided to consumer.
5. Order Delivery – Delivery and documentation of product is done in this process.
Insurance of shipping, delivery management consideration of products. It aims to
consumer to meet delivery.
6. Order Status Reporting – It is important to provide detail of shipment to costumers and
verification of shipping. Order tracking with various tools like FedEx and UPS.
TASK2
2.1 Mechanics of search engine marketing.
Search Engine Marketing or SEM is one of the most powerful and effective way to grow
as a business in today's competitive market. I has become an important for companies to take
their marketing online. SEM is most efficient way to do internet marketing. It is practice of
marketing a business through paid advertisements that appears on search engine result pages
(Like google or yahoo ). Advertisers bids on the keywords that user used for some specific
product or service search. And these advertisements are generated alongside of these search
results. These are often known as Pay Per Click ads. SEM provides opportunity for advertisers to
advertise their products to those motivated customers who are willing to buy products at that
moment of time. It is a speciality of this marketing and no else method can do this. There are
certain terms related to Search Engine Marketing:
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 Search Engine Optimisation: It can be termed as a process of influencing visibility of
website or web pages in web search engines. This provides opportunity for advertisers
who are on top of the search results to sell their products more to the potential customers.
Smartway Restoration Ltd. Can use this optimization techniques to showcase their ads.
 Paid search engine marketing: It is an scalable form of web marketing designed to
connect ads with searches actively making search for. Smartest Paid search engine
marketing is Pay Per Click.
 Landing Page: It is also known as Lead capture page, lander or destination page. It is a
single page that appears in response to clicking on search engine optimized.
 Long Tail Concept: It is Phrase Coined by Anderson in 2004. It is used to argue that
increasing the sale of product who are less in demand can be achieved if the distribution
channel is large enough. Smartway Restoration limited can use this concept in marketing
of its low demand products.
 Geo-Targetting: It is a internet marketing method of determining the location of website
visitors and delivering contents based on his location, area or IP address (Safeena, and
Date, 2015). This method is best for companies like Smartway Restoration limited who
operates its business locally.
2.2 Copy of suitable opt-in email marketing news letter.
Email, has become popular in last few decades and advertising through them has gained
pace in last few decades. Opt in email marketing is a method of online marketing in which
advertisements are send to the recipients who have consented to receive it. It is one of those
methods using which disadvantages of e-mail marketing has been reduced. This has a several
advantages of advertising through email as it creates direct contact with consumers (Sahney,
2015). It is simple, less expensive and simple to implement. This has a disadvantage that due to
overload of messages some of them gets deleted without even getting read. News letter is one of
the best method of email marketing. It helps to know customers about upcoming products or
plans of the company. One such letter in context with company is:
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Hi,
You have not visited or website from long time. Smartway Restoration limited has sent to this
email so that you get to know about our new services and special offers that we have launched.
Please visit our website for regularly to enjoy plans. It is for limited interval of time.
Thanks and Regards
Marketing manager
Smartway Restoration limited
2.3 Best practices in online public relations.
Public relations can be termed as a way of managing communication between
organisation and its prime stake holders. It helps in maintaining positive image of the company
in the minds of its base customers and creating faith in the minds of new consumers. In public
relations professionals execute campaign that revolves around target audience to influence
opinion and measure their perception. It is an important and essential activity for marketing
campaigns today (Simula, Töllmen, and Karjaluoto, 2015). Through research, feedback
communication, evaluation of the practitioners needs and expectation of the customers and
explaining them to company officials. Best practices in online public relations are :
 Research: This is one of the most essential component in public relations. Without
research no marketing plans can be made. This research include segmentation, targeting
and positioning of potential customers. Taking feedbacks from the customers about their
demands and needs. Knowing about the expectations from the new products of company.
 Relationship: There are some base customers to an organisation. Company needs to
maintain this relationship as it helps company in retaining old customers and they give
positive recommendation to new customers. This can help Smartway Restoration limited
to add new customers to its base customers list. Relationship building helps to test its
sturdiness, particularly in relation to social media (Sozinova, and Fokina, 2015). These
include formal and informal interactions with stake holders via dialogue or actions.
 Measurement: It is essential to measure campaign results. It can be termed as the total
evaluation of coverage, source and its competitions and company will tackle this.
Additionally it contrast how companies efforts through online public relations can help in
cost saving. Smartway Restoration limited can use this technique to know its potential in
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the market place in which it is operating. Measurement helps in organising campaigns
according to required results.
 Writing: It is important to write well in the the making of public relations. A good
content always helps in creating a better public relations (Suki, 2015). People do not give
extra time on reading a unusual matters. The contents on the social media pages and other
online forums must in a way so that it can help company imparting best of knowledge to
its customers. Smart way Restoration Ltd. can use effective writing so as to provide
customers with all informations they require.
2.4 New Digital media communities and its use.
It is necessary for companies to innovate the style of marketing. Some newer methods of
marketing needs to be used by Smartway Restoration Ltd. One of effective ways of doing this is
using new digital media communities. These communities are highly powerful and has access to
large number of people. Few digital media communities are as follows:
 File sharing: It is a technique of giving access of digital media (computer programs,
videos, text documents or other multimedia ) to many people. File sharing can be
achieved in various ways. Common methods of storing, distributing include manual
sharing, utilizing media, centralized computer networks, hyperlinked documents and
other peer to peer networks. In 2004 there are approx 70 million people participating in
file sharing. One of most common file sharing sites are Bit torrent, media fire etc. There
are several sites that supports file sharing. Smart Restoration limited can share its file like
its new plans, its advertising multimedia like pictures or videos on these websites. Many
people access these sites for there queries.
 Instant Messaging: In a last decade very large (approx billions) of people have joined
instant messaging sites or apps. Smartway Restoration Ltd can use this IM sites for
transferring informations to potential customers. These IM sites are highly capable and
any link or multimedia can be sent through this. Sharing files of marketing strategy on
these websites help company in popularising its plans and offers (Sweeney, MacLellan,
and Dorey, 2015). These communities are very fast in circulating message and they can
interact with company officials or to others about the services that are provided by this
company.
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 Chatrooms: This is a term used to describe synchronous conferencing, sometimes
asynchronous conferencing. This helps in interactions between strangers and occasionally
knowns. Company can use these communities to interact more number of people in or
across the globe in which ever place it is operating. Chatrooms provide healthy formal
and informal interactions.
 Discussion Groups: These are those groups where any topic is discussed. It helps
Smartway Restoration Company can create such groups where many people can put their
views on companies new and existing plans.
 Blogs: These are those sites where detailed explanation of any product or service is
provided. This company can use blogs for giving more information to the customers.
TASK 3
3.1 secondary market research to gather data on customers’ online shopping behaviour
Online Shopping and internet marketing has become flavour of consumers and
organisation. True Search Marketing have to conduct and analyse marketing and consumer
behaviour to get on new innovative strategy to attract costumers of Smart Restoration Limited
and a successful initiative through internet marketing process.
States and Data-
In UK it has been stated that online sales has increased 17.9% in 2016. 77% of user are making
online purchasing decisions in year of 2016 (Tat, and Nor, 2015). The potential buy have been
increased up to 70% in year of 2016. 50% male and female spend $250 each day on online
shopping.
UK has now accepted online grocery shopping in their country. It has been noticed that
295 of UK citizen are comfortable in online shopping. 48 % of British are recently online
shopper in Europe. Major reason of increasing online shopping is convenience in buying.
Customer are comfortable in purchasing same product at home (Ukaj, 2015). There is no need to
pay a visit and examine services and products. It also been reported after survey that consumer
buy commodity from credible sites such as Amazon, ebay, Tesco etc. and organisation website in
a cost effective price. Costumers like to spend money if it is worth to squander. Whereas it has
been noticed that 56% users are not satisfied with their online shipping system and product
quality. 42% have experienced issues with their delivery whereas 37% claimed that they haven't
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shipped. This is making costumers furious for brands and they are claiming of shifting in other
brand if such issues will continue increasing.
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3.2 Design an online survey to collect data
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3.3 Use of electronic customer relationship marketing.
Covered in Poster
TASK4
4.1 Internet Marketing Plan for Smartway Restoration Ltd.
Internet marketing plan is one the most essential component of strategies made by the
companies. Small business companies like Smartway Restoration Ltd needs more efficient plans
for internet marketing (Xiang, Magnini, and Fesenmaier, 2015). This company has limited
number of resources especially in terms of funds that can be invested in advertisements.
Traditional methods of marketing needs huge capital. This online method can be highly suitable
for making marketing plans. Some of the key points that must be inculcated while designing a
internet market plan are as follows:
 Customer search criteria: It is important to note that what is the demand of the
customer when they are checking companies website or at other online mediums.
Company can design its plan according to the customers demands. Internet marketing
plans are designed accordingly like suppose people these days are searching for disaster
based relocation plans then using PPC this company can advertise its plans.
 Targetting customers: Every company needs to target its customers so as to make plans
accordingly. Smartway target market generally include people from middle class or poor
class and to other financially weak sections of the society. Marketing plan must be made
checking the needs of the target market for which it has been made.
 Selection of better techniques for increasing traffic: There are several techniques for
creating a online marketing plan. Selection of the most appropriate method is an
important task. Technique selection must be on the basis of its efficiency and capacity to
increase the traffic (Yuen, Yeow, and Lim, 2015). It must be taken care that how these
plans will differentiate companies products from other. Smartway Restoration Limited
can use various techniques for reaching to them.
Online marketing must include:
 Plans: Its branded contents needs to be placed while making a marketing plans.
 Reach: It must include ways to reach to its customers like use of search engines, social
media and blogs.
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 Act: Use interactive tools for Smartways Restoration Ltd websites, blog or community.
 Convert: E-commerce process, product, price and promotion is used for converting these
plans.
 Customer Advocacy: Positive reply from base customers helps company in making
marketing effective through social media and other platforms.
4.2 Pay Per Click Advertising
Covered in PPT
CONCLUSION
From the above based report it has been concluded that the role of internet marketing
techniques is increasing everyday. Small business Enterprises like Smartway Restoration Ltd
who operates in local market and has limited resources can use these techniques for there
advertisements. Internet marketing plan are easier to manipulate and can be used to reach to large
number of customers. E-mail marketing and search engine marketing can be used to promote
companies plans. Use of new media communities (like IM) extends companies reach to more
number of customers. There is a need of efficient marketing plans for this company. This report
demonstrates use of internet marketing tool in making internet marketing plans. Online survey
are very helpful in making and utilisation of internet marketing plans.
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