Internet Marketing: Elements, Marketing Mix, and SEO

This document provides a comprehensive guide on internet marketing, including the elements of internet marketing, marketing mix, and the importance of search engine optimization (SEO). It also includes a case study on Smart Restorations Limited and their efforts to improve their website and conversion rate. The document covers topics such as search engine optimization, pay per click advertising, social media marketing, and email marketing. It also discusses the mechanics of search engine marketing and best practices for online public relations. The document concludes with an internet marketing plan that includes pay per click advertising and electronic customer relationship marketing.

INTERNET
MARKETING
1

TABLE OF CONTENTS
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
1.1.................................................................................................................................................3
1.2.................................................................................................................................................4
1.3.................................................................................................................................................5
1.4.................................................................................................................................................5
TASK 2 ...........................................................................................................................................6
2.1.................................................................................................................................................6
2.2.................................................................................................................................................7
2.3.................................................................................................................................................8
2.4 ................................................................................................................................................9
TASK 3..........................................................................................................................................10
3.1...............................................................................................................................................10
3.2...............................................................................................................................................10
3.3 ..............................................................................................................................................13
TASK 4..........................................................................................................................................13
4.1...............................................................................................................................................13
4.2 ..............................................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
2

INTRODUCTION
Internet marketing is the most important process which consists of different activities
related to expansion of business by targeting potential buyers. Internet refers to the any source
through which online any information or anything is purchased by an individual. Marketing
refers to the any method that a company is following in order to provide information about
product to the people and persuading them to purchase the products. Increasingly marketing is
done through websites by the business firms to attract customers in the business. This assists
business to integrate different activities regarding promotion and products and services in order
to attract potential consumers. Present report is based on case study of Smart Restorations
Limited which is specialized in refurbished office furniture system. Here, business is planning to
improve websites and conversion rate for the purpose of increasing sales turnover. In this regard,
elements of internet marketing and its marketing mix are also explained. Further, mechanics of
search engine marketing has been demonstrated along with best practices related to online public
relations. In addition to this, internet marketing plan has been prepared by taking into account
pay per click advertisement. Apart from this, electronic customer relationship marketing is also
used to interact with consumers and retain them for longer time span.
TASK 1
1.1
There are different elements of marketing which help business like Smart Restorations
Limited to sell furniture at global level. Internet marketing is the process to make efforts for
promotion of products with the use of web and email to increase the sales turnover (Pomirleanu
and et. al., 2013). On the other hand, marketing is broad concept which covers advertising and
market researcher for promotion of products and services. These are explained as follows- Search engine optimization-Search engine optimization is the most important aspect
which assists corporation to improve service quality in an effectual manner. It is basically
used to increase the search rating of website whereby it becomes easy to approach
potential buyers and increase their attention for purchasing good quality of products and
services in the marketplace (Baghdadi, 2013).
3

 Pay per click-Pay per click also plays important role which aids to promote the products
and service in the marketplace. Here, management of Smart Restorations Limited
focuses upon preparing website effectively which contain appropriate content and other
related aspect for ease of buyers. This proves to be effective for create competitive edge
of the business in the marketplace. Social media marketing-Ir is also considered as the important role through which
management of Smart Restorations Limited advertise for their furniture by using social
media marketing. Under this, large mass of people are attracted at the same time whereby
it becomes easy to know their preferences effectively (Charlesworth, 2009). This tends to
create image of business at international marketplace and deliver good quality of services
to large number of buyers.
 E-mail marketing-E-mail marketing is also used by businesses in order to approach
buyers. Here, management uses effective strategy wherein group of customers are
targeted and information is disseminated to them by using e-mail. It can be related to
special offers and discount on specific products and services (Danaher and Rossiter,
2011). At this juncture, Smart Restorations Limited uses e-mail marketing for getting
feedback from customers related to quality of products and services offered by the
business. Owing to this, customers feel valued and they tend to refer products and cited
firm to others.
It is recommended that out of all these methods Smart restorations ltd must use
SEO, social media in order to do marketing of the products. It is recommended because
when one search something about the relevant product then due to use of SEO method
firm name will be displayed on top of search page. Prospective customer will
automatically visit firm webpage and can convert in to real one. Through social media
access can be made to the large number of customers and number of customers can be
increased in the business. Thus, due to high level of effectiveness both channel of
communication are recommended to the business firm.
4

1.2
Marketing mix includes wide aspect related to particular product and services which are
decided by management. It covers detail information regarding services or products through
which buyers can be attracted. These marketing mix are explained as follows- E-product-Product is the most important element under marketing mix for which
customer desire. According to the case study, Smart Restorations Limited deals in office
furniture system. For this purpose, internet marketing will be used to advertise product
and attract more customers towards the same (Ifinedo, 2011). At this juncture, e-mail
marketing and social media can be used for attracting buyers and delivering information
related to furniture to them. E-price-Price is another important element which provide information regarding special
discount and other related information of product. However, product can be offered at
discount in accordance with preferences of buyers. Apart from this, discount strategy tend
to increase attention of customers towards purchasing the product (Miles, 2013). Owing
to this, Smart Restorations Limited set appropriate price which in turn it becomes easy to
target potential buyers and retain them for longer time span. Mentioned firm can follow
price penetration strategy and can sale its product at low price to the customers. By
doing so it can increase overall number of customers in its business at fast rate. E-place-Place is the directly associated with product where customer to buy the same. It
plays important role because convenient options are selected for purchasing product. At
this juncture, online marketing will be done regarding the product and the same can be
placed online also. Here, images and features of product will be displayed on online
portal. This tends to attract more consumers to buy particular topic so that accordingly
overall rate of return can be increased (Radhamani and Rao, 2012).
 E-promotion-It is another important aspect which assists corporation to advertise
products and services. Here, different strategies are applied for raising awareness among
customers. For instance, Smart Restorations Limited uses social media marketing under
which large mass of people get information about the same at the same time.
It is recommended that penetration pricing strategy must be followed by the firm
in its business. It is also advised that on portal online purchase facility must be available
5

to the customers. Detail specification about the product must be provided to the site
visitor on single page. On the basis of USP product must be promoted on the portal. In
this regard number of bookings of the particular product can be flashed on the webpage.
1.3
There are different internet marketing tools which can be used by Smart Restorations
Limited for advertising its products and services. This assists business to integrate all business
activities and deliver good quality of services to large number of buyers. For example, Facebook
is used for targeting large mass of people at a time. It can be critically evaluated that Facebook
might create issue for company as competitors can easily copy its strategy. For this purpose,
professional sites are updated by adding chat options in the same (Vives and Svejenova, 2011).
On the other hand, Twitter is used to gain popularity of firm by increasing its followers. At the
same time, it is important to update exiting products and services. It aids to increase attention of
consumers and provide them appropriate service quality. Apart from this, Linkedin and other
professional sites are prepared just for the sake of developing relationship with consumers as
well as other stakeholders. LinkedIn in comparison to Facebook cannot be used to marketing of
the firm product. This is because LinkedIn is the site where information about professional
people is available. This site has nothing to do with the company products. Hence, for marketing
LinkedIn cannot be used by the business firm. Thus, it can be said that Facebook is the best
option for the Smart Restorations Limited relative to LinkedIn. LinkedIn can be used only to
generate business by contacting number of parties. Information about industrial product can be
provided to the CEO directly through LinkedIn. Addition to this, search engine optimization
increased views of site but at the same time competitors can easily copy the strategies adopted by
business. Hence, Smart Restorations Limited should go for Facebook to increase customer base.
1.4
Interactive order processing is a system under which one can place an order to purchase a
product and can make payment through a relevant website (Reas and Fry, 2015). Order
processing refers to effective aspect under which products and services are delivered to
customers by following particular facet. Here, Smart Restorations Limited follow below
mentioned process of interactive order-
6

 Login the site-This is the first step under which user need to login the site of firm or
application provided by the same. It is very short procedure under which some detail
related to customers is needed. Selecting the product-It is the second step wherein products or office furniture is selected
in accordance with preferences (Michaelidou, Siamagka and Christodoulides, 2011). This
is the second stage because in the interactive order processing system first of all order isn
placed by an individual. Here, firm focuses upon provide more choice to buyers so that
accordingly they come to know about availability of varied options. Owing to this,
customers will set product on the basis of color, design, price and other features. Adding the product to cart-At this stage, products selected by customers are added into
cart. It is necessary to do because till the time customer will not add product to the cart
his order cannot placed online. It reflects that customers have selected the product and
willing to buy the same. However, cart is used for storing all selected office furniture
system so that direct order related to purchase can be placed. Checkout-At this stage buyer checkout overall procedure in the light of available options
so that order can be placed in relatively less time span (Shuai and Wu, 2011). Placing order-After reviewing overall procedure, buyer finely decide the place order by
provide detail related to address. However, all selected products in cart will be purchased
by placing order. Such kind of things save a lot of time of an individual. Payment and delivery-Under this, buyer select the mode of payment which can be either
cash on delivery or via card. However, secure mode of payment is ensured whereby no
any harm will be caused to potential buyers (Thomas, 2011).
 Feedback-This is the last procedure under which Smart Restorations Limited send a mail
related to feedback of office furniture system so that experience of buyers can be known
and areas of improvement can be discovered.
This process will be used by Smart Restorations Limited after developing online portal
where all of the above mentioned features will be added on site. It will get application of firm so
that accordingly buyers can get the same downloaded on their mobile and then processing can be
done effectively.
7

TASK 2
2.1
Mr. Man it is very important to understand the mechanism of the SEO. In the current time
period it is very difficult to gain attention of the customers. SEO remove this problem and help
firm in bringing its site on first page of search engine. This thing help business firm in gaining
attention of the customers.
8

9

10

Search engine optimization refers to the process of increasing number of visitors towards
professional site of business by increasing its appearance to buyers. It assists corporation to
target large mass of buyers at time and offer them desired product in order to retain them for
longer time span. It is considered as 24/7 marketing department under which site of the business
will be ranked everyday throughout a financial year. It supports corporation to maximize overall
sales turnover by delivering good quality of products and services (Tiago and Tiago, 2012). It
aids to increase new customers because firm get better conversation rates whereby company can
easily create its goodwill in the marketplace. Furthermore, search engine optimization tend to
focus upon increasing qualified web traffic. However, this procedure is completed with the help
of receiving majority of impressions and clicks. This in turn, it becomes very easy for Smart
Restorations Limited to create goodwill of the business in the marketplace. It would be effective
for corporation to expand business at global marketplace. Not only this but, by using search
engine optimization corporation come to know about effective ways for integrating personnel as
11

well as consumers as everyday site is updated (Miles, 2013). This proves to be effective to create
secured position of firm in the marketplace. It can be critically evaluated that this strategy might
be harmed for corporation as competitors can also notice the same. Owing to this, they might
copy different strategies of business. Though, it is effective to target more buyers but at the same
time, rivalries also get chance to copy strategies of firm. For this purpose, company need to take
care of mechanisms of search engine optimization whereby to becomes easy to sustain
competitive edge and increase overall rate of return in the marketplace (Disadvantages of SEO,
2016). It is recommended to the business firm that it must use SEO at large scale in order to
create number of customers in the business.
2.2
Opt e-mail marketing is another strategy to target buyers and increase their attention
towards latest offering or other special offer of company. Accordingly to given case study, Smart
Restorations Limited focusing to improve its online marketing where opt-email can be used to
grab attention of consumers. Opt-email make it possible to send information related to office
furniture system. It can be critically evaluated that, company must have contacts of potential
buyers so that accordingly mail can be sent to respective users (Baghdadi, 2013). However, users
can be invited to sign in the promotional sites for getting detail related to offerings.
Here, it might be possible that appropriate advertisement is prepared and the same posted
along with sign in of site. It tends to attract more users and enable them to take quick purchase
decision. It is used for different reasons such as building trust and creating large customer base.
In this regard, management of Smart Restorations Limited uses appropriate strategy or message
for posting opt-e-mail newsletter whereby number of consumers are approached at a time for
purchasing office furniture (Ifinedo, 2011). The opt-e-mail newsletter for corporation has been
prepared as follow under which first time business is coming on online portal for attracting more
buyers. It would be effective to increase customer base by delivering them good quality of
products and services.
Hello,
You will be surprised to know that, Smart Restorations Limited; a center of quality
furniture system is extending range of products for your convenience. You are invited to drop
you idea to find to best suitable product. However, first 50 customers will be overloaded with
12

huge discount.
Do not wait!!!!! Go for it, offer is limited till 31st December
Thanks for being our support, we truly couldn't do it without your cooperation.
Thanks & regards
Marketing managers
2.3
Online public relation is the most important tools through which businesses create their
image across the globe (McQuarrie, 2015). It enables them to create attention of buyers and
influence them to keep on purchasing varied products offered by firm. According to the case
study, Smart Restorations Limited want to introduce itself on online portal by meeting
expectations of buyers. At this juncture, social media marketing, e-mail and other related
strategies adopted. At this juncture, following aspects are considered to interact with buyers.
Public relation tools are as follows. Blog monitoring-This is considered as the effective aspect interact with buyers and build
good relationship with them. Here, Smart Restorations Limited can ensure to monitor
blog on continuous basis whereby performance can be assessed and views of buyers can
be analyzed effectively. Winning online presentation-Here, management of Smart Restorations Limited can
upload winning online presentation under which buyers come to know success of the
business and they get attracted towards the same (Baghdadi, 2013). However, it is the
effective method to create goodwill of the business through which it becomes easy to
retain existing buyers. However, buyers also get chance to leave comment on such kind
of presentation. Press clipping-Under this, marketing department of Smart Restorations Limited might
upload regarding launching of new products and other related aspects of business. For
this purpose, customers get chance to gather detail regarding new product and other
special offer of the firm (Internet marketing, 2016).
 Chat option- It is considered as the most interactive procedure wherein buyers prefer to
raise query to company regarding features, price and quality of office furniture system.
13

However, they get one expert who remain ready to reply all of their questions. It reflects
that company value of customers and provide them them quick response.
2.4
The digital media company refers to one which uses different kind of promotion tools for
attracting buyers and meeting their expectation with specific purpose of increase sales turnover
(Buckingham and Willett, 2013). In the current era, businesses use different mode of
communication for building good relation with customers and maintain higher rate of return of
the same. For example, file share sites are used by corporation in order to disseminate
information related to any specific project of the business. For example, Smart Restorations
Limited can use YouTube under which success stories of firm can be delivered. It assists
corporation to gather detail information related to views and preferences of buyers because they
leave comment for uploaded videos (Miles, 2013). At the same time, management of Smart
Restorations Limited can make use of yahoo, social media like Facebook. This proves to be
effective to shift focus on large number of consumers from one to another brand. However,
content of advertisement must be effective and attractive for buyers. For example, emotional
appeal should be attached with the same through which buyers show their interest to access those
products and services.
For instance, Flickr and Twitter profile can also be used by Smart Restorations Limited
whereby all buyers can be targeted. These both tools are in trend which assists management the
grab the attention of buyers. However, Twitter is more appropriate as large number of buyers can
be attracted by using the same. Owing to this, Smart Restorations Limited can go for this option
to engage with huge population desired to purchase office furniture. Although, Flickr is also used
by people frequently but Twitter is used more frequently (Huang and Huang,2017). This is
because, it is not necessary that all buyers uses almost channels of communication or digital
mode (The Importance of Opt-in Email Marketing, 2016). Owing to this, actions are taken to
make the information available of varied sources. It facilitates to cater need buyers and attract
them for purchasing good quality of products and services. Apart from this, Smart Restorations
Limited can use online reputation management tactics under which marketing personnel put
efforts to resolve issues which are being faced by buyers. It enables business to focus upon
14

satisfaction level of consumers by presenting good position in the marketplace. However, this
strategy facilitates to create competitive edge and meet expectations of all related stakeholders.
TASK 3
3.1
Secondary market consists of information related to marketing strategies used by
different companies which are the competitors of Smart Restorations Limited (McQuarrie,
2015). The secondary market research is considered as the important tool for collecting
information information related to products and services which are being offered by business
(McQuarrie, 2015). For this purpose, different sources such as journals, books and other
published articles are referred. For example, articles like consumer preferences review, consumer
buying behaviour and role of consumer behaviour in marketing are different articles which are
added in the study. In addition to this, “Internet marketing: a practical approach, Comparing
perceptions of marketing communication channels and Revisiting the Impact of Integrated
Internet Marketing on Firms’ Online Performance”. The articles of consumer preference review
shed light on different factors related to price and quality which enables buyers of office
furniture to make the price decision. On the other hand, consumer buying behaviour reflects that
references group and family and friends play important role of buyers to take quick decision.
Apart from this, article of “role of consumer behaviour” reflected that positive behaviour of
buyers tend to enable them for purchasing office furniture whereas their negative behaviour
might not influence them to purchase the same.
Furthermore, behaviour of buyers towards purchasing decision is influenced due to
references group and several ther factors. This assists corporation interact with buyers and collect
data related to market. At this juncture, information related preferences of buyers can be
collected. For example, retail sector of UK are performing in a very good manner by focusing
upon expectations of consumers. Here, management can shed light upon existing information
which are readily available in the market. For example, increasing trend of furniture product and
changing preferences of buyers related to same. However, presently buyers to prefer to purchase
customized products.
Apart from this, entrepreneurship is also increased in UK whereby scope of office
furniture system is rising. However, the basic need related to customized furniture is important
15

which must be focused upon corporation. This reflects that Smart Restorations Limited need to
update its products and services as per the changing need of consumers. However, it essential for
company to cope up with changing scenario because of effect of external factors. This external
factors include different aspects related to economical, technological, political and environmental
changes. Moreover, economical changes will occur due to Brexit in UK as separation of UK
from EU tends to affect currency value. Moreover, blog monitoring is also the considered as the
appropriate procedure whereby seller come to know about views and suggestions. This aids to
cater need of personnel as company can effectively manufacture products and services in the
same manner. Apart from this, industry analysis can be also be done to extract information
related to entire study. At the same time, competitors analysis also help Smart Restorations
Limited to form appropriate strategies.
Apart from this, I have also carried out secondary research with an objective to gain
adequate and required information with regards to the market of furniture industry. Furthermore,
I have used search engines such as Google and Bing to gain some useful information. In order to
gain required data or information, I have carried out in depth investigation of the furniture
industry and company which was Smart Restorations Limited.
3.2
Online survey is the important source of collecting primary information under which
management of business directly or indirectly interacts with buyers (Austin and Pinkleton,
2015). This assists them to get detail with regard to their preferences and issues which are being
faced at the time of making purchase decision. However, questionnaire method has been applied
for collecting information from customers for the purpose of development online portal of Smart
Restorations Limited. At this juncture, structured questionnaire is prepared with contain with
open and close ended questions. It enables consumers to state their expectations so that
accordingly appropriate decision can be taken to present the findings. Here, below mentioned
questionnaire will be referred by Smart Restorations Limited for collecting primary information
from respondents-
Gender
 Male
 Female
16

Age
 15-20 years
 21-25 Years
 26-30 Years
 30 and above
1. What potential barrier do you face while taking online purchase decision?
 Network issue
 lack of options
 Overpriced products
2. Do you face issue in making online payment in Smart Restorations Limited?
 Yes
 No
 Can't say
3. Are you satisfied with availability of variety of products and services online offered by Smart
Restorations Limited?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
4. Are you satisfied pricing strategies of Smart Restorations Limited charged via online portal?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
5. Do you find difference between actual product and one shown in images of online portal of
Smart Restorations Limited?
 Yes
 No
17

 Can't say
6. Do you agree that online purchasing is also help in maintaining good relationship with seller?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly disagree
7. Do you face issue related to quality of products and services while making purchase decision?
 Yes
 No
 Can't say
8. Are you satisfied with discounting and special offer provided by Smart Restorations Limited
via online site?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
3.3
Customer relation management refer to the process of resolving queries of buyers and
providing them advanced information regarding products such office furniture (Austin and
Pinkleton, 2015). There is difference between tradition marketing and customer relationship
management. It is because companies used to focus on retaining buyers by offering them
discount where customer relationship management is never ending product. Basically customer
relationship management deals with after sales services and other issues which are being faced
by users. On the other hand, eCRM is managed with the help of social media and other updated
technologies. Apart from this, CRM is manual aspect maintained by business. Electronic
customers relationship management is the most important aspect under which management can
retain large number of customers. For example, now a day’s mobile application are in use which
assists customers to place their order and raise their queries. However they can also find different
18

ways to asses quality of products and services in accordance with mentioned features. At this
juncture, chat options are provided by Smart Restorations Limited so that buyers can interact
with seller regarding their issues. It would be effective for organization to address those potential
issues. However, Facebook and other related aspects such as Twitter are used through which
potential buyers apply appropriate options (Miles, 2013). For example, company uploaded
effective or creative page on Facebook which will be tagged by customers,. However, higher
number of tags reflects that customers are showing interest in the site and accordingly contacts
can be gained. This strategy is also effective in create competitive edge in the marketplace. For
this purpose, management ensure to build good relationship with buyers and offer them special
discount in accordance with particular occasions (What is Search Engine Optimization (SEO)
and its Advantages, 2016). For example, group regular buyers can be created in accordance with
particular time span. This aids to deliver good quality of services to large number of buyers and
ensure expansion of business at global level. In addition to this, other sites are created wherein
customers get chance to directly contact with seller and ask questions about product quality,
feature, prices and other special offers. Moreover, collaborative filtering and web analytic are
used under which customers get to know about special offers of the firm and accordingly take
decision related to purchase and sell of products and services. In addition to this, vendor
relationship management is also considered as the most effective aspect under which business
can integrate all related resources for producing valid outcome.
TASK 4
4.1
Marketing plan serves as the information pack under which all important information
related to promotion of products and services is added. It covers budget, resources and mode of
communication and strategy selected for marketing (Hollensen, 2015). The internet marketing
plan refers to preparing detail strategy to target end users for increasing sales turnover of the
business. The marketing plan for Smart Restorations Limited has been prepared as follows-
To,
The director of Smart Restorations Limited Situational analysis-This is the first and foremost aspect through which business is
19

affected to a great extent. Here, situational analysis is conducted by using PESTLE and
SWOT analysis. The pestle analysis of Smart Restorations Limited reflects that
changing preference of buyers and adverse economic condition must be addressed by
adopting effective strategy. However, company's main weakness is lack of presence on
online and at the same time customer base is also lower. However, firm has enough
resources and variety of products through which competitive edge can be created in the
marketplace. Setting objectives-The objectives will be smart under which management of Smart
Restorations Limited target to increase customer base by online presence. However,
variety of product will be enhanced through customized products (Kritzinger and
Weideman, 2013). Arranging resources-Necessary resources such as physical and financial as well as
human resources are employed in the marketing plan. It would be effective to deliver
good quality of services to consumers. Preparing advertisement-According to the available resources and situational
analysands as well as objectives are help in producing appropriate objectives.
Furthermore, prepared advertisement will be focused upon preferences and expectations
of buyers,. Implementation plan-At this stage plan is implemented by using effective aspect such
as pay per click. However, this plan is implemented by taking into account availability
of resources (Baghdadi, 2013). Review the performance/feedback-At this stage, internet marking plan is reviewed by
management of Smart Restorations Limited in accordance with set objectives and aim.
 Revise the plan-This is the last stage of plan under which plan is modified in accordance
with variation between actual and expected results.
20

4.2
Pay per click advertising refers to promotion strategy through which businesses like
Smart Restorations Limited attract more buyers. It enables consumers to get detail information
related to features, quality and other aspects for office furniture system.
According to the case study, pay per click advertising for Smart Restorations Limited has
been mentioned as follows-
21

 Pre-planning and goals-It is the first step of pay per click advertisement under which
management of Smart Restorations pre-plan about the information. However, it is done
on the basis of specific goals such as increasing sales turnover and higher customer base. Forecasting budget-The budget for project is estimated on the basis of activities covered
under pay per click. In this regard, Smart Restorations need to shed light upon preparing
budget by focusing upon uncertainties. It would be effective for corporation to deliver
good quality of services to large number of buyers (Miles, 2013). Determining key words-It is another important aspect under which key words related to
advertisement are decided. For example, furniture system, Smart Restorations etc can be
used in order to target potential buyers (Fjell, 2010). Preparing promotional campaign-It is the next stage under which promotional campaign
is prepared by taking into account specific case. Here, office furniture system will be
advertised by using appropriate manner. Furthermore, advertisement will contain detail
information related to price, features and other related aspects of products offered by
Smart Restorations (Itzhak, 2010).
 Creation of landing page-This is the last step under this landing page is created by
focusing upon features, quality and visual effect. It assists corporation to present the page
in front of consumers. It can be critically evaluated that appropriate color font and size
should be selected whereby it becomes easy to understand by readers or customers of
Smart Restorations (Kritzinger and Weideman, 2013).
CONCLUSION
The aforementioned report concludes that internet marketing play important role in
creating competitive edge of the business in the marketplace. It would be effective for
stakeholders to understand strategies of business and in the same manner buyers can be retained
for longer time span. It can also be said that search engine optimization tend to increase rating of
professional sites and in the same manner it becomes easy to attract more consumers.
Furthermore, online public relations are developed by using appropriate mode of communication
such as social media and chat as well as other related options.
22

REFERENCES
Journals and books
Baghdadi, Y., 2013. A comparison framework for service-oriented software engineering
approaches: Issues and solutions. International Journal of Web Information Systems. 9(4).
pp.279–316.
Baghdadi, Y., 2013. A comparison framework for service-oriented software engineering
approaches: Issues and solutions. International Journal of Web Information Systems. 9(4).
pp.279–316.
Charlesworth, A., 2009. Internet marketing: a practical approach. Routledge.
Danaher, J. P. and Rossiter, R. J., 2011. Comparing perceptions of marketing communication
channels. European Journal of Marketing. 45(1/2). pp.6 – 42.
Fjell, K., 2010. Online advertising: Pay-per-view versus pay-per-click with market
power. Journal of revenue and pricing management. 9(3). pp.198-203.
Ifinedo, P., 2011. internet/e‐business technologies acceptance in canada's smes: an exploratory
investigation. internet research. 21(3). pp. 255-281.
Ifinedo, P., 2011. internet/e‐business technologies acceptance in canada's smes: an exploratory
investigation. internet research. 21(3). pp. 255-281.
Itzhak, O., 2010. System and method for multiple layered pay-per-click advertisements. U.S.
Patent Application 12/553. 444.
Kritzinger, W.T. and Weideman, M., 2013. Search engine optimization and pay-per-click
marketing strategies. Journal of Organizational Computing and Electronic Commerce.
23(3). pp.273-286.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and medium
B2B brands. Industrial Marketing Management. 40(7). pp. 1153-1159.
Miles, C., 2013. Persuasion, marketing communication, and the metaphor of magic. European
Journal of Marketing. 47(11/12). pp.2002 – 2019.
Miles, C., 2013. Persuasion, marketing communication, and the metaphor of magic. European
Journal of Marketing. 47(11/12). pp.2002 – 2019.
Radhamani, G. and Rao, G., 2012. Web Services Security and E-business. Idea Group Inc.
Shuai, J. J. and Wu, W. W., 2011. Evaluating the influence of E-marketing on hotel performance
by DEA and grey entropy. Expert Systems with Applications. 38(7). pp. 8763-8769.
Thomas, L., 2011. Online marketing. McGraw-Hill.
Tiago, M. T. and Tiago, F., 2012. Revisiting the Impact of Integrated Internet Marketing on
Firms’ Online Performance: European Evidences. Procedia Technology. 5. pp. 418-426.
23

Vives, L. and Svejenova, S., 2011. To, from and beyond the margins: Business models: towards
an integrative framework. Management Research. Journal of the Iberoamerican Academy
of Management. 9(3). pp. 230-242.
McQuarrie, E.F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Pomirleanu, N. and et. al., 2013. A review of internet marketing research over the past 20 years
and future research direction. Journal of Research in Interactive Marketing. 7(3). pp.166-
181.
Reas, C. and Fry, B., 2015. Getting Started with Processing: A Hands-On Introduction to
Making Interactive Graphics. Maker Media, Inc..
Huang, T.K. and Huang, E., 2017. Does Applying Screenshot Annotations Enhance Learning
Effectiveness? The Moderating Role of Course Difficulty. In Proceedings of the 50th
Hawaii International Conference on System Sciences.
McQuarrie, E.F., 2015. The market research toolbox: a concise guide for beginners. Sage
Publications.
Austin, E.W. and Pinkleton, B.E., 2015. Strategic Public Relations Management: Planning and
Managing Effective Communication Campaigns(Vol. 10). Routledge.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Buckingham, D. and Willett, R., 2013. Digital generations: Children, young people, and the new
media. Routledge.
Online
Disadvantages of SEO. 2016. [Online]. Available through: <
http://www.extradigital.co.uk/articles/seo/disadvantages-of-seo.html>. [Accessed on 3rd
December 2016].
Internet marketing. 2016. [Online]. Available through: <
http://www.webopedia.com/TERM/I/internet_marketing.html>. [Accessed on 3rd
December 2016].
24

The Importance of Opt-in Email Marketing. 2016. [Online]. Available through:
<https://prchecker.net/the-importance-of-opt-in-email-marketing.html>. [Accessed on 3rd
December 2016].
What is Search Engine Optimization (SEO) and its Advantages. 2016. [Online]. Available
through: <http://www.6sdigital.com/what-is-search-engine-optimization-seo-and-its-
advantages/>. [Accessed on 3rd December 2016].
25