Effective Internet Marketing Strategies and E-CRM

The assignment provides an overview of effective internet marketing strategies, including creating content, using social media, SEO, and the 4Ps of marketing mix (product, place, price, and promotion). It also discusses various marketing tools such as email marketing, blogs, PPC, long tail concept, chatrooms, and discussion groups. Additionally, it explores the benefits of e-CRM in improving customer relations, satisfaction, and loyalty, including increased efficiency, cost reduction, revenue increase, and customized products/services.

Internet Marketing

TABLE OF CONTENTS
INTRODUCTION:..........................................................................................................................1
TASK -1...........................................................................................................................................1
1.1 Elements of internet marketing plan.....................................................................................1
1.2 Internet marketing mix..........................................................................................................2
1.3 Comparison of internet marketing tools................................................................................3
1.4 Working of interactive order processing...............................................................................4
TASK -2...........................................................................................................................................5
2.1 Search engine marketing and its types..................................................................................5
2.2 email marketing newsletter..................................................................................................6
2.3 Best online public relation practice.......................................................................................6
2.4 New digital media communities............................................................................................7
TASK-3............................................................................................................................................8
3.1 Secondary market research...................................................................................................8
3.2 Questionnaire on what encourages customers to buy online................................................9
3.3 Covered in poster................................................................................................................10
TASK-4..........................................................................................................................................10
4.1 Marketing plan for smart restoration limited......................................................................10
4.2 Covered in presentation.......................................................................................................11
CONCLUSION:.............................................................................................................................11
REFERENCES:.............................................................................................................................12

INTRODUCTION:
Internet marketing is the best form of marketing your products through internet. It refers to advertising and marketing
efforts that use the web and email to drive sales via electronic commerce. It is generally used in conjunction traditional
marketing such as radio, newspaper, television, etc. the various tools of internet marketing are search engine optimization, email
marketing, SMM, etc. this assignment will show the various elements that are used in internet marketing. It will relate the 4 P's
of marketing mix with internet. In addition to this it will examine the interactive order processing working. The SEO definition
and its various types are done. It will show the various business practices used in maintaining the public relations in digital
marketing. Also, the use of digital media communities such as instant messaging, blogs, discussion groups, etc. in making the
marketing strategies. An online survey is used to describe the behaviour of customers in online shopping. At last the effective
marketing plan is described.
For undertaking this the present organisation taken is Smart restoration Limited. The cited firm belongs to retail sector
and operates in London. Thus, this report will help in developing a relevant internet marketing plan for the cited establishment.
TASK -1
1.1 Elements of internet marketing plan.
The internet marketing plays a crucial role in expanding the business as well as in generating sales. It is an effective tool fr every
organisation to do marketing with the help of digital media.
The elements which is required in internet marking are:
Create remarkable content- It is the first step that which is to create an effective content on website that people wants to read.
This can be in any form like new website pages, videos, blogs, etc. the easiest way for small business is to create blog and
content writing. It will capture the minds of viewers and readers (Armstrong, and et.al, 2015) If the content is having effective

information about features of products and services it keeps the leader engaged. They will be more likely to share this with their
friends and relatives through social media channels. It will automatically help the organisation in marketing of their products.
Search engine optimization- After the content has been created the next task is to optimize for search engines. It means to get
the blog to rank on google. This can be done by using effective keywords, headings, tags, meta description, etc throughout the
blog. Every piece of content provides the opportunity to rank the blog on google. This has to be done naturally by not using the
keyword stuffing.
Using social media- These days social media has been integrated into everything that we do online. The blog or website created
must include buttons for sharing on social media channels like linked in, Facebook, twitter, etc. this happens when the website or
content is effective enough that it automatically catch the minds of readers (Chaffey, and Ellis-Chadwick,., 2016.) Apart from
this the organisation can also promote through social media platforms. For this you need to spend time in using social media.
Analyse the data- It is very easy to track and analyse the data in internet marketing than in traditional marketing. For this
various analytics tools can be used such as google analytics or hub spot. It allows to see who are the visitors, from where they
belong, what content they prefer, etc. the simple rule here is do more of the things that are working well and remove the things
that are not. If done correctly it will continue to grow the business.
1.2 Internet marketing mix.
It is generally same as marketing mix which contains product, place, price and promotion to digital marketing context.
Product- it is crucial for the organisation to consider the design, features ,quality, after sales service, etc while developing the
product. The organisation must also define the characteristics of product. To do internet marketing a research is done on various
tools like different product category, pay per click advertisements, banner advertisement, video marketing, social bookmarking,

article marketing, etc. the business should select which suits its ability and preference and focus on that ( Hollensen,,
2015.Pulizzi, , 2014)
Place- it basically means providing the product on a place where it is easily available. Whether to set up an online store or to
sign up with the existing stores. Setting up online store is needed when there are many followers or prospective customers. It
will give you freedom to design and layout of site. The existing stores already have its reputation among customers but signing
up with them needs to give a percentage of share in sales.
Price- it refers to how much money customers are willing to pay. Various elements like discounts, cash purchase, price setting
affects the price of product. Also, research must be done in order to find out the price of competitors (Ryan, 2016 ) If price is
too high then customers will be discouraged to buy the product but if it too low customers might get skeptical.
Promotion- in internet marketing promotional tools include email marketing, social media marketing and content marketing.
business can send emails to customers about the new products, discounts, etc. or create a fan page to attract customers. SEO is
the backbone of this business. It involves use of keywords that helps in finding the website. For this a domain name must be
chosen. The keywords should be unique, easy to type and remember.
1.3 Comparison of internet marketing tools.
E tools are very effective in marketing of products and services via various sources of internet There are various types of e tools
used in marketing of products.
Email marketing- it is considered as most important type of digital marketing tools. It is marketing of products through mails
(Strauss, 2016) just like a mail is delivered to person by post. Email marketing is done via internet. In this a list of potential

customers is prepared and then mail is sent to them. Through this they know about the new products and offers available to
them. It is an effective tool as it provides direct interaction with customers. It is done at large level.
 Content marketing- it is done on blogs, social media or website which helps the customers to read relevant content
regarding the company or products. The customers can also interact with the company by giving suggestions or making
comments. It gives a quality information about anything related to company. for this the content writers are hires by
company so that they can write good quality content.
 Get shared- its basic role is to spread content through a group and get the most extreme exposure in the market.
 Get discussed- its role is to begin a discussion inside a group. The discussion can be of any issue or new thing ( Tiago,
and et.al, 2014).
 Generate leads- this helps in lead generation by discussing on a common topic.
 Make sales- the fundamental of lead generation is to make sales to the people
Graphic design- Not every company can afford to hire a graphic designer. In this the products are shown tot the customers in
3-D way. It is done by using the latest graphic design technology. It helps the customer to view the product in 3-D way which is
very essential in choosing the right type of furniture. It provides a clear view of every part of furniture. This is a costly method
because it requires highly experienced graphic designer and can not be afford by small companies (Yadav, and Pavlou,., 2014)
Social media- the most popular and used technique to market the product. It means to market products through social networking
sites like Facebook, twitter, linked in, you tube, etc. to share everything to everybody approach.
Video marketing- this type of marketing includes shooting video of products and posting it on you tube. In this the video made
is all about the features and characteristics of products. It is the most loved tool of marketing. Just shoot a video publish it on
you tube and get the response from customers.

Blogging- it is only a channel that have recordings, content articles, news subjects, etc. bloggers make different type of online
marketing channels on grounds that deal with this is also needs a expertise. Planning , labelling and content writing, interior
linking are the things that blogger controls.
1.4 Working of interactive order processing.
Order processing is a system which helps the business in capturing, tracking and shipping customers orders. It captures order
data from customers directly, stores that order in a database and sends information of that order to the accounting and shipping
departments. It also provides tracking data of order on every step (Hollensen, 2015)
Interactive order processing presents the online business to customers authentic brands, easy services, and the whole process
with a specific order. The selection of right product is the most important point. creating the persona for products has to be
correct with sense about the customers demand and standards for buying and their value about the products. When a customer
browse the website it is not necessary that he will buy a product, sometimes a customer only browse the website only to see the
different products. When a potential customer browse the website the next action is shopping so the business has to be prepared
for actin because number of potential customers drop the process till buying. It entirely depends upon the quality of actions and
communication with customers. The product is for everybody but business has to make segments according to characteristics of
products and target some group of customers. There is a difference between niche and general market.

TASK -2
2.1 Search engine marketing and its types.
Search engine marketing is the form of internet marketing that involves gaining websites traffic through paid advertisement.
There are two forms of search engine marketing.
Search engine optimization (SEO)- it uses techniques to gain search ranking in natural searching way which is unpaid. there
is a difference between natural and paid search results. Business can increase their website ranking by using meta tags, headings
and content. It is done
paid search marketing.( Pulizzi,., 2014.). it is also known as pay per click. It involves displaying website on search engine by
paying for the ad.
Landing pages- it is a web page on which a visitor arrive at or land. it is distinct from the main website page and designed for
single focused objective. The main reason behind this is by limiting the actions available for visitor and guiding them towards
business conversion goal. The landing page is not linked with the primary website. There are two types of landing pages.
 Click through landing pages- it means to click through another page which best describes the product details. It helps
in persuading the visitor to buy the product when he is at the stage of making a purchase decision. Advertising traffic is
directed at registration pages so as a result the landing page converts the destination page to another page.
 Lead generation landing page- its main purpose is to collect user information such as name and e mail address which
helps in connecting with the prospect at subsequent time. It contains a form along with description of what use will get in
return for submitting personal data. Examples of these are free trail, contest entry, etc.( Ryan, 2016)
long tail concept- it is a process in which the collection of items is ranked by their popularity. The first item will be most
popular, second item will have around half the popularity of first one and so on. It puts an accent on less popular products by

developing sales in long run. It is generally used in inventory management rather than products promotion. it gives chance to
reach more customers and generate more sales with no extra costs.
Geo targeting- when the geographical location is used for marketing it is called geo targeting. The IP address of the computer
indicated its specific location. it helps to improve the cost effectiveness of marketing programs. Example is google adwords.
Email marketing- it is a form of marketing which is done through emails. this done to develop relationships with potential
customers . It is same as direct email except that mails are send electronically via email. It is done via websites, blogs, social
media, etc.(.Scott,, 2015)
2.2 email marketing newsletter.
Email Newsletter.
It is a type of marketing which
helps in marketing of products
through emails. This is an
effective form of marketing
which is done at large level. It
is cost effective as there is no
print cost, advertising
rates ,etc.
It is targeted which is done
only to specific customers. It
increases brand awareness of
the product. The business will
build value with consistent
communication. The results of
it can be measured as the
feedback of client is obtained.
Many customers don't even
view the mail and it goes into
spam. The continuous sending
of mails can disturb the
customer it might result in lost
of customer. Due to server
problems sometimes the mails
are not send.

2.3 Best online public relation practice.
Public relations not only tells an organisation story to public but also helps in shaping the organisation working. This can be
done through research, relationship, measurement and writing. Evaluation.
Research- the research is done to ensure that the customers are having no issues or problems with the company. In this the
reviews and thoughts regarding the product is determined by there company. They know that what they are delivering to the
customers. It provides the company relevant information about the customers (Strauss, , 2016)
They also get to know their reputation in the market. It is a complex process but very efficient as it provides accurate data. In
the research is done on various tools of marketing that which tool has been able to gain more amount of customers. Also, how
many problems of the customers has been solved and by which tool.
Feedback communication- it helps in identifying the response of the customer towards their product. It shows that from bow
the customer is engaged with the company and what are his views regarding the characteristics of product. Customer gives
feedback about the information provided by company is correct or not. It helps a lot to company as the information is used for
evaluating the performance of employees as well as company (Tiago, and et.al, 2014)
Evaluation- by evaluating the employee performance it is found that how much the employee is engaged with company. It helps
to find the evaluation of social media sites that whether the information provided is of goof quality or not. By evaluating the
various tools of Internet marketing it shows that which one of the best tool of marketing.
2.4 New digital media communities.
File sharing sites- they can use it for sharing the file which contains data of different customers. These data contains the images,
videos of old furnitures that already exist in the database. The business use one file sharing site so that it is easy to keep the track

of all items and customer information. For example if a customer wants to purchase modified furniture then all details regarding
his demands must be shared on this site. It will be very easy for employees to maintain the record of every customer. If any two
files contains the same demand then it will give business s an idea to meet their demands ( Yadav,. and Pavlou,., 2014.)
Instant messaging- this includes chatting and messaging with customers and employees. It will help in quick response of demand
and supply of different types of furniture. It will also lead to effective communication with customers and giving them quick
feedback.
Chatrooms- it is a room created by business to communicate with each other through instant messaging. Other users are able to
see what another user is typing. It helps in communicating with employees who are at different locations. It helps in
brainstorming as it provides a secure location for employees. It can help Smart restorations to get the details of various old
furniture from different locations. It can help in providing quick answers to customers questions. Providing instant gratification
improve customer relations and help smart restorations in better understanding of customer needs. It will also help in employee
support as employees visit different offices and clients. So they can get their demands and requirements. Overall the productivity
will increase as they don't have to leave their desk for support or meetings. This will save time and cost of business.
Discussion groups- it is a group of individual who meets formally or informally to solve problems, give suggestions and ideas
to expand business. Its benefit is that it automatically generates fresh content on website which will help in search engine
optimization different peoples content can help in increasing its rankings. It plays an important role when the customer is on
initial stage of buying ( Zichermann, . and Linder, 2013). The other customers comment and photos will help them to search
about their products. In addition to this there is an increase in new visitors to the site. The existing customer also comes back to
the site if he needs any advice or help so it helps in retaining that customer. Smart restoration can do market research being in

direct contact with customers. The business can also share announcements regarding the new product, features and benefits of
services, etc.
Blogs- it is helps in generating new content which is a great tool for search engine optimization. The smart restoration can make
money through blog as it helps in generating income from other sources such as advertising. It helps to build trust with the
customers. Through blog the customers can interact with smart restoration. It is an easy way to let the customers know what's
going on and what are the new deals available for them. The more customer comes to the blog the more likely he is to purchase
product.
TASK-3
3.1 Secondary market research.
The secondary research done by the customers shows that there has been increase in shopping online in recent times. the overall
sales of smart restoration limited shows that 62% of consumers shop online at least a month. More than 8 people out of 10 are
satisfied with their online shopping experience. There has been growth in sales through the promotion of product on social
media. This is due to the changed in promotional strategies and plans. Also the consumers are now more involved with the smart
restoration limited as the consumer service has been improved a lot and there has been frequent offers given by them
(Armstrong, and et.al, 2014) Due to frees hipping provided by them 80% of consumers are more likely to purchase a product.
The introduction of mobile application has given the ease to consumers. There has been increase in 14% time spend by
consumers on their mobile application. The sales has been increased by 26% due to their marketing through Facebook. 22%
more people have liked their page on Instagram.

3.2 Questionnaire on what encourages customers to buy online.
Questionnaire
Name-
Age-
Gender-
Q-1 What kind of goods you purchase from internet?
A) books b) electronics c) clothes d) footwear
Q-2 mode of payment?
a)cash on delivery b) credit card c) debit card D) other
Q-3 I get on time delivery by shopping online
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-4 Detailed information is available while shopping online.
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-5 The products are available 24 hours in online shopping

a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-6 Website design helps in easy searching of product
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-6 Easy to compare with other products while online shopping
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-7 Online shopping saves time and cost
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-8 It feels safe while shopping online
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-9 The information provided is of good quality.
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
Q-10 Selection of goods available is very broad
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree

Q-11 It is as secure as traditional shopping
a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree
3.3 Covered in poster

ELECTRONIC CUSTOMER RELATIONSHIP
It helps in increasing the efficiency of process and improves the
interaction with customers. It enables business to customize
products and services that meet the customer’s needs. An effective
CRM tracks the tracks a customer’s history through multiple
channels in real time. It creates and maintain analytical database
through which the optimization of customer relation are identified
in three aspects of attraction, expansion and maintenance.
Benefits of E- CRM
 Improved customer relations, service and support
 Increased customer satisfaction and loyalty.
 Greater efficiency and cost reduction
 Increased business revenue.
 Matching customers behaviour and providing them suitable offers
E-CRM is an application based on internet technologies such as emails,
websites, forums, etc. to achieve customer relationship management. It
helps in coordination process of CRM that measures process in
marketing, sales and customer service.

TASK-4
4.1 Marketing plan for smart restoration limited.
As a manger of true search marketing it is required that the smart restoration limited must make an effective internet marketing
plan. The marketing plan must include the essential features of latest digital technology. To establish an effective plan it is
needed that the smart restoration limited must maintain a blog. blogging will help in providing useful information to the clients.
Also it will help in earning money through advertisement as many other companies will give their advertisement on blogs. Also
it helps in optimization of search engine as new keywords are posted by different people. The customers will begin to trust the
business and increasing their sales. To maintain the blogging it is necessary that experienced content writer should be hired as
they will support the blog by writing quality information about the products and company (Chaffey,. and Ellis-Chadwick, 2016)
Other than that smart restoration limited must do effective social media marketing. It will help in gaining the number of visitors
for their website. The people start sharing the blogs through social media accounts to their friends and relatives. They should
make a fan page on social media so it becomes easy for their followers to post any comment regarding new products or offers.
4.2 Covered in presentation

CONCLUSION:
This reports shows that internet marketing can be very effective in applied properly. There are various elements of marketing
like creating content, using social media, SEO that helps in making a plan. It shows the 4P's of marketing mix product, place,
price and promotion in respect to internet marketing. Then it describes the various marketing tools used in marketing emails,
blogs, etc. the types of search engine PPC, long tail concept, etc. the use of new digital communities chatrooms, discussion
groups, are discussed.