E-Commerce and Digital Marketing

This assignment delves into the impact of e-business on consumers. It examines how digital marketing strategies shape online shopping behaviors and explores the evolving landscape of consumer preferences in the digital age. The analysis also addresses key aspects of e-business security, privacy, and legal requirements, highlighting their importance in building trust and ensuring ethical practices within the online marketplace.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Elements of Internet Marketing........................................................................................1
1.2 Evaluation of Internet Marketing Mix..............................................................................2
1.3 Comparison of the various internet marketing tools........................................................3
1.4 Usage of interactive order processing..............................................................................4
PART 2............................................................................................................................................5
2.1 Mechanics of Search Engine Marketing...........................................................................5
2.2 Copy for the opt-in email marketing newsletter...............................................................6
2.3 Guidelines regarding best practice in online public relations..........................................7
2.4 Use of new digital media communities............................................................................8
PART 3............................................................................................................................................8
3.1 Secondary market research to collect the data on online shopping behaviour.................8
3.2 Online Survey for the data collection.............................................................................10
3.3 Covered in Poster...........................................................................................................13
4.1 Internet marketing plan for Smart Restoration Plan.......................................................14
4.2 Covered in PPT...............................................................................................................15
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
Books and journals ..............................................................................................................23

INTRODUCTION
In the business where marketing has become an essential activity and without it no
organisation can reach to the customer. Marketing is basically the promotion of the product or
services and this is the way through which they can deliver their idea or concept to the target
market. In this competitive environment organisations are using various platforms for the
marketing and one of them is internet marketing. This has become the prominent tool for
reaching a larger number of people in less period of time (BOX, 2015). There are lots of
industries which does not have much revenues so it becomes impossible for them to afford
promotion at expensive platforms like TV, newspaper, billboards and etc. For such small
industries internet can be a best tool in order to market their products as it is efficient as well as
cheap also. There are lots of benefits of internet marketing as here they can target and reach a
larger number of consumer as compared to the other platform. This report will be describing
about various aspects of internet marketing by taking the scenario of “Smart Restoration
Limited”. It is a small firm which buys and sells used and refurbished office furnitures. Through
internet marketing they can achieve their goals and objectives which they have desired for.
PART 1
1.1 Elements of Internet Marketing.
In the layman language internet marketing is process of promotion of the brands,
products or services through internet. It has opened various opportunities for the small firms like
Smart Restoration Limited and they are seeing it as a future of marketing (Chang, 2015). In the
marketing plan they are willing to introduce this and in action they have appointed True Search
Marketing which will help them in developing websites and pages on social media. Following
are the elements of internet marketing:-
Integration: To make there marketing plan a successful they have to integrate all the
elements and portals such as Facebook page, Google Ads and creation of a website and etc.
Industry Restructuring: With the online marketing they have to restore the structure of
their company and this will change the way how they will deal in goods. Through internet
marketing they will able to start online business and will deal with all the stakeholders and
suppliers on the internet platform only.
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Intelligence: This will create a image of intelligence as they have adopted the modern
way of marketing.
Individualisation: As all the demands of the customers will be dealt with online
consultations and will help more consumer to reach individually to Smart Restoration limited.
Interactive: There are lots of people who are looking for a same products so through
online marketing they can reach to those individuals in a single time (Chang, Yu and Lu, 2015).
This makes a great interaction between the buyers and sellers.
Some of the other elements of E- marketing are as follows:-
Personalization: This acknowledge the company about the product which the customer
prefer in a certain kind of business.
Privacy: It has to do with the information which a consumer gives to the company while
ordering anything. So they have to develop a system where customer feel secure in transferring
there information. They should use in efficient manner and make sure that it is no9t misused
because this can lead them to legal trouble.
Customer Service: It is necessary that the firm take care of the customer and resolves
there any query related to purchase of the goods. Such thing will helps them to retain the
customer for a longer period of time.
Community: Activities like CSR and other social development has to be practised so
that through online marketing they can promote development of the society.
Website: This will be the platform where customer are able to see what all products and
services are offered by Smart Restoration Ltd (Croft, Metzler and Strohman, 2010). And they
can make purchase from it. They have to make sure that the content and the layout of the site is
attractive and unique as this will attract more customers towards them.
Security: The data of the website and the customer information should be protected in a
way that it is not misused or hacked.
There are several elements of internet marketing which marketers use for the promotions
of their goods and services. These elements can be e-commerce, digital marketing, micro and
macro factors impacting the internet marketing and etc. Digital marketing is the marketing
through computers, laptops, mobiles and tablets etc. Companies use websites, emails, apps and
social networking for the marketing. E-commerce is the selling and buying of the goods through
use of network called as internet.
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The advantage of the internet marketing in implementing the practices in actions are as
follows:
 The services of the internet marketing are inexpensive and provides accessibility to large
marketplace.
 This leads to the industrial restructuring and provided better opportunity to run business
over the medium of internet.
 Internet marketing brings integrity in function which leads to better accessibility to large
number of internet users.
 Internet marketing brings opportunity to company to provide better customer service
experiences to users.
The disadvantage of the internet marketing are as follows:
 This brings higher complexities in functioning of simple physical business.
 The information available over the medium is not authenticate and can be changed by
unauthorised person also.
 This Internet marketing provides lower level of security and privacy to the service user.
1.2 Evaluation of Internet Marketing Mix.
2P's, 2C's and 3S's are different elements which are part of internet marketing mix.
2P's includes personalisation and privacy.
Personalisation: Through this they can develop a relation with the consumer and know
there requirements. According to the information they will create products.
Privacy: They have to maintain the system where the personal information of the
customer is secured.
2C's have customer services and community.
Customer Service: To sustain the consumer Smart Restoration have provide a support
system where all the problems are resolved (Esmaeili and Aqaei, 2016).
Community: Consumers and clients can be considered as part of community as they are
consuming the goods and services of the company.
3S'c includes site, security and sales promotion.
Site: This is the place which briefs that any individuals can visit the site and can be
accessed from any of the electronic gadgets.
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Security: It briefs about the security system which is implemented by the company so
that transaction can be done easily without any problem.
Sales Promotion: If Smart Restoration limited have to increase the sales they have to use
to various promotional techniques.
Product: There should be different strategies for both products and services given by the
company. Whatever strategies made by the company will be influenced by the demands of the
customers. How the company will market their product and services through internet is part of
this.
Place: It includes the place where any product and service will be accessible to the end
user. The companies use their website and other e-commerce sites for selling of their products.
They can design the digital catalogues and place it into their website.
Price: It details about the amount of money which a customer can pay for a certain
products and services. Firms should make sure that they cover the operating cost in the final
price. The pricing strategies should be flexible in nature.
Promotion: It includes the concept which the firms is going to use for the publicity of
their products and service. A product which is of good quality can fail to perfrom in the market if
it is not marketed well. This can include advertising in electronic media, print media, public
relations, sponsoring any event.
1.3 Comparison of the various internet marketing tools.
Through different e-marketing tools they can reach the goals which they have desired for
and these help them to attract more customers towards them.
Basis Blog Site Social media Email marketing
Aim Through this
someone can give
their message in
simple and
informal way.
They have a
special address
called URL and
has collection of
multimedia pages.
It is tool which
helps people in
interacting with
the people in
more simple and
easy way.
It has to do with
sending of the
information on
personal level.
Operations Handling this is To bring any A common It does not gives
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easy as people
need to learn
basics to update
their information.
changes it is
necessary that the
user have some
knowledge of the
technical field.
person can easily
modify the data if
he has some
pages on different
social networking
sites.
update feature if
the user have send
the email but he
can resend the
updated
information.
Usage It is used for the
any information
content.
This is used by
the companies,
communities and
other private
individuals for the
business purpose
so9 that they can
earn profit.
Any small
business
information or the
campaign
informed carried
out by the
company can be
given from this
tool.
It is only sent to
the people whose
email id is with
the company.
Accessibility There is no bar on
the viewing rights
and people using
internet can look
it .
Those with the
internet
connection have a
glimpse of it.
Those who has a
account on the
social media have
a permission to
see the activities.
Individual to
whom the email is
sent can see it.
They can attract more customer through in-bounding as well as outbound marketing. In the
inbound marketing the audiences are directly targeted and the personal selling is involved (Goi,
2015). Whereas out bounding is related to the dissemination of the product information through
various tools like TV, radio, newspapers, billboards and etc.
1.4 Usage of interactive order processing.
In this all information from the order of the goods till the delivery is recorded. This is
done to bring transparency in the process. Through use of the technology it will bring efficiency
in the data management and consumer can track their order. By adopting this method there can
be smooth interaction between the e-commerce company and the customer (Hamid and
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McGrath, 2015). The computer will be interacting on the behalf of the company and would let
the consumer know where his order is. With this concept Smart Restoration Ltd., may include
emotions in the order as the when the customer gets the order a sense of happiness comes on
their face. With the process of this they can deliver fast and if they fail to do so this will attract
negative comments from the consumer side. They can adopt three tier of architecture here that
are as follows:-
 Presentation Tier: This is presentation of the information which are shown to the
individuals.
 Application Tier: It makes sure that the process is going in a proper sequence and
correct information is attached to it.
 Data Tier: This shows the history and the current order summary of the person from the
stored data (Hollensen, 2015). SR limited will try to manage the data related to it.
SR limited has developed a portal for the sales of their products and through which they
customers can also consult to the experts for different items. If any one wants to find a product
they can search it in the toolbar and they can also search through different category. In the
second step those things which has to be buyed are added into the cart and after that the user will
be logged into their account. They can select the delivery and payment option and decide on
which address they want that product. SR Limited has given them option of credit card, debit
card and in the final the customer can review their order and book it.
PART 2
2.1 Mechanics of Search Engine Marketing.
Search engine marketing is concerned with the promotion of the website of a firm on
different search engine. Through this companies can increase the visibility of their products and
services on internet. There are lots of terms which are part of this and that are as follows:-
Search Engine Optimisation: Through this a company can improve their rank on the
search results when something related to it is searched on the search engine (Karjaluoto,
Mustonen and Ulkuniemi, 2015). With this they can get more pay per click and there are also
other ways to improve it. With the paid search engine marketing they can pay certain cost to the
search engine in order to market their website. Search engines like Google has made this a way
of earning profits and today it is world's most popular search engine.
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Landing Pages: It is basically the pages or the website on which a consumer can visit or
land. Basically it is the starting page so the SR Ltd has to make sure that it is attractive and user
friendly. To reach to the destination pages or landing pages certain links are developed in by the
search engine marketing in order to provide user to access the newer sites from the previous
searchers made by user.
Long Tail Concept: This is used by the companies for selling out the products whose
demands are less so with the internet marketing they are able to sell those to a larger number of
people. When a user is using a big sentence or long phrase to check out results on to search
engine the software is optimising their search by making smaller phrase of the research.
Geo Targeting: It deals with the identifying the locations of the potential customers and
delivering them products with a business plan (Kotler and et.al., 2015). Google ads can be
example of this. For example; through the research it was founded that a particular group of
customers are continuously visiting the sites of sports so the companies who are in the business
of sports wear pays money to those websites and asks them to show their ad. Another example of
this can be the internet marketing which involves giving of information by the google about the
users and further it is used by the companies to market their products.
2.2 Copy for the opt-in email marketing newsletter.
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Dear Sir/Ma'am,
It has been a long time we haven't seen you on our website and we always believed in retaining
our prestigious customers like you. So to make you aware about our wide range of sofas
especially designed for the valuable customers like you. This email is sent to invite you to visit
our website and avail new discounts exclusively for you. The offer is for the limited period of
time.
If you have received this message earlier also kindly ignore.
Thanks!
Manager
Smart restoration Ltd.
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2.3 Guidelines regarding best practice in online public relations.
Public Relations plays an important role in the marketing of the business of Smart
Restoration Limited. It helps them to create a positive image of the company in the minds of
various people from stakeholders to the government (Lee, Lee and Kim, 2015). They brief about
the operations going in the company and organises various activities to promote firm on various
platforms. They create the demands for the products and helps them in setting proper advertising
agenda. With the online public relation SR limited can shape the public opinion towards them
but to do so they have to follow the certain guidelines.
Research: For the company PR it is necessary that they should know who are their
publics and what strategies they can adopt to make them happy. With the proper information
about the market they can use it to advertise their products and services in more efficient manner.
Relationship: It can build a better relation with the customers by taking their views
(Levenburg, Schwarz and Motwani, 2015). This practice will bring credibility in the operation
undertook by the company. By success of the online marketing it is necessary that there should
be system which attracts loyal customers towards them.
Measurement: The individuals who are the customers and can become customers can be
measured on the basis of their numbers. According to it they can set a priority which describes
what can be included or what not in the marketing plan of SR limited. With the statics they can
define time at which they see more visitors.
Content: The content of the website should be in proper language which could be easily
understood and should be more specified. The content writer of the company should have
knowledge about the writing styles which they have to follow (Marthews and Tucker, 2015). It is
the content which attracts more number of consumer so it should be unique and creative. There
should be instructions on the website for the customers which will guide them about the web
pages.
Digital marketing communication is the way of transferring the information of the
organisation to their customer with the help of technology like internet. If Smart Restoration
limited have to make people aware about their products and services they have to follow the
above mentioned guidelines. They should know what all people have to be targeted and after that
they can use online mediums to build a relation with them.
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2.4 Use of new digital media communities.
With the aim of boosting sales and to compete with rivals it is necessary that they should
have a virtual presence. With this they can build a relationship with their customers by keeping a
transparency between them (Tat and Nor, 2015). Although they are building a new website but it
is important to know what features they will be adding and what are other options available to
them.
File Sharing Websites: There are lots of websites available on the internet which
provide users the freedom to share documents, multimedia, images and e-books. They give SR
limited the power to put their data on the web and with this the consumers can access it.
Instant Messaging: Internet has made communication quite easily and fast. Within
seconds someone can spread there messages from one part of the world to another. With the
details of the customers they can send information to them personally and with this they can
attract more international consumers.
Chatrooms: A certain topic is put forward and people then discuss it so that a conclusion
can be made. In such activity the Smart Restoration limited can resolve the queries of the people
on a single time and on a common platform.
Discussion Groups: If they want to know what are the demands of customers they create
various groups on internet and communication can be done through it.
Blogs: This can give various benefits to the SR limited as this platform does not require
much formal language (Ukaj, 2015). They can communicate with the customers through
informal languages used in the articles.
PART 3
3.1 Secondary market research to collect the data on online shopping behaviour.
With the market research SR limited can know the shopping behaviours of the
individuals and then further can shape their strategies according to it. Primary research and
secondary research are the two types of research and in which primary is done at the initial
period. It includes surveys, interviewing different people and questionnaire. Through this certain
topic is discussed and there views are generated from it. With the primary research they can
collect relevant information, they can obtain clear data and is very useful for the researcher to
10

learn new things. With the advantages there some disadvantages of this also as to do so they
required a lot of money and the whatever data is provided by the individuals can be also fake.
In secondary research the earlier information available in the market is utilised. These
data can be obtained from the books and magazines (Xiang, Magnini and Fesenmaier, 2015).
Through the data obtained from the sites it is observed that the internet users are increasing at
rapid increase. UK has almost 37 million internet users which shows that how big the internet
marketing is.
With the consumer behaviour information the behaviour of using the product can be
identified. What he likes and what all products he chooses for the shopping and how often they
purchase the products (Yuen, Yeow and Lim, 2015). It is seen that almost 19% people use
internet for online shopping and they normally shops for furniture and clothes products. Mostly
people shops from the recommendation made by their friends and families. There buying pattern
is also influenced by the social media ads and encourage them to buy more.
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Illustration 1: Media, Device Habits of the Modern Consumer, 2016

Above mentioned chart shows that during online shopping what all things a customer looks. To
collect such data they can refer to the magazines, articles, books, journals and different
publications.
3.2 Online Survey for the data collection.
https://docs.google.com/forms/d/e/
1FAIpQLSeYJOtywbcX914GPn5UQqDgL795cRr3pxGHbg9jKwcQCHFWqQ/viewform
12
Illustration 2: Survey findings, 2012

13

14

3.3 Covered in Poster.
15

Customer relationship management can be also called as the corporate strategy for the
development of relationship with customer. Electronic CRM is the marketing tool in which
internet is used in market the product and fro they can use email, data collection, website and
data mining etc. E-CRM used by the SRL is the combination of the people, process and
technology so in order to bring a healthy relation with customers. With this they can ensure
customer satisfaction and with this a portfolio of loyal customer can be developed. Through it
consumer preference and their behaviours towards an product can be analysed. This will increase
the sales of SRL and now they can interact with the lots of consumer in single platform and
giving them full inform about their products.
4.1 Internet marketing plan for Smart Restoration Plan.
Smart Restoration limited is the company who sells and buys used and refurbished office
furniture. They have to travel long journey in order to gain success in their business. They have
decided that in order to increase their sales they are consulting True Search Marketing to
improve their website and conversation rate. For all these missions which needs to be
16

accomplished they have to build internet marketing plan (Simula, Töllmen and Karjaluoto,
2015). For this they can use RACE strategy for creating new digital marketing plan. If this
strategy is expanded in detail it gives R- Research, A- Act, C- Convert and E- Engage. Below
mentioned is the plan for Smart Restoration limited.
Plan: The first step which they have to take for the strategy is to plan, manage and
optimize a appropriate structure. This will be used for the doing any marketing by the use of
digital media platform. When they are planning it is necessary for them to target and position the
values which are required for the activity. They are targeting customer with the plan, so by
keeping this in mind they will frame their plan.
Reach: They need to make sure that they have explored all the sources which are
available for the publish and promotion of the data which are related to the organisation. This
will be delivered through digital resources (Sozinova and Fokina, 2015). If they have to search
and access data they can go for search engines, social networking sites, publishers and different
sources. These resources will give them a lot of benefits in extracting information. After that
there aim is to reach the individuals by using different platforms.
Act: Whatever information the company have gained from different places will be used
for the action so that they can create website, blogs, social media page & any other tool which
can be interactive and can help them in their mission (Suki, 2015). The main role of the officials
of the company here is to identify that which will be the appropriate and relevant platform for the
action.
Convert: The main purpose here of the company is to convert their website into a e-
commerce site. This will be a challenging task for them because they have to design it into
different structure and make sure that it is attractive and unique. Now there business will be
converted into online business and their strategy will be focused on internet marketing only.
With the plan they will be emphasizing on increasing sales and will generate more profits.
Engage: With the aim of retaining valuable customers they will try to satisfy their
requirements. For this they will add customer loyalty programs which will attract more
customers towards them (Zimmerman, 2015). The reason behind this is that they know for obtain
a new customer they have to put more resources into the operations but this is not the case with
the retaining of the old customer. Internet marketing plan can be developed for Smart
Restoration Limited through first conducting situational analysis. There is tough competition in
17

the furniture market as there are well known players who are holding the market and giving
strong competition. At the same time the entry of new player will increase the risk to SRL.
Internet marketing plan is one crucial part of any organisation. No company can survive
in the market if they does not have a good marketing strategy for internet. But before developing
any plan they should put their efforts in understanding the impact of internal and external factors.
For that they can conduct an SWOT analysis:-
Strength
 They have good relationship with suppliers
 SRL has build a good brand image
 They believe in providing quality services.
Weaknesses
 Services offered by SRL is quite expensive
 They don't have much knowledge about the legal obligation of their business
 They don't have much services to offer as they provide similar in almost all markets.
Opportunities
 SRL can look forward to expand their business in different areas
 They can introduce their services in new markets where they don't have any existence
 This company can offer new products
Threats
 There can be threats from the companies who are in the same segment
 Their information on websites and other platforms can be hacked by hackers
In the process of developing internet marketing plan Smart Restoration Limited can use
marketing mix to know various P's of marketing. In the four P's they can included Product, Price,
Promotion and Place. They should ensure that their business revolves around these things only
and should also look at the marketing mix of their competitors to know what is the trend in the
market.
External analysis can be done through evaluating the PESTLE factors as to deploy the
internet marketing plan for SRL so that they can increase the their sales and can also achieve the
customer satisfaction. Through e-SCM and e-CRM tool would assist them in knowing consumer
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behaviour. With the low cost concept they can attract more customers. It should not create the
privacy threat for the consumers.
The future competitors of SRL might differ as they might be from UK or any another
country where they carry their business operations. With this they want to increase the market
share, to enhance consumer satisfaction by identifying consumer purchase behaviour and to
separate themselves from the competitors they will use different brand identity. To gain better
outcomes they will use various media platform but they will be more focusing on the social
networking sites and they know through it they can reach to a larger audience.
4.2 Covered in PPT
19

20

21

22

23

24

25

CONCLUSION
From the above report it has been concluded that in this era where online resources has
made the communication easy. This has also impacted the businesses because companies have to
rely on the online market if they have to reach a large number of audience in less period of time.
They can use various kinds of techniques online for developing their business. They have to do
online research so that they can find out what will be the appropriate platform for the online
marketing. For this purpose a survey is prepared and in that various questionnaire is made. A opt
in mail for the newsletter is also done to make potential customer aware about various offer. If
Smart Restoration Limited wants to increase their sales they have to adopt new e-commerce
business where they can sell their furniture through online medium. They can also practice and
invest into pay per click advertising.
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