Internet Marketing: Elements, Marketing Mix, and SEO

INTERNET
MARKETING
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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
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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).
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 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.
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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
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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-
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