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Decreasing the Cost of Marketing and Fulfilling Customer Loyalty

   

Added on  2019-12-04

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INTERNETMARKETING
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Elements of internet marketing........................................................................................11.2 Evaluating the internet marketing mix.............................................................................21.3 Comparing internet marketing tools with e-tools.............................................................21.4 Interaction order process..................................................................................................3TASK 2............................................................................................................................................42.1 The mechanics of search engine marketing......................................................................42.2 Email marketing newsletter..............................................................................................42.3 Best practice in online public relations............................................................................52.4 Demonstrating how businesses can use new digital media communities........................63.1 Conduct secondary market research.................................................................................73.2 Online survey....................................................................................................................73.3 Demonstrating the use of electronic customer relationship marketing............................8TASK 4............................................................................................................................................94.1 Outline of internet marketing plan...................................................................................94.2 Pay per click advertising................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
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INTRODUCTIONInternet Marketing is also known as online marketing which includes advertising andmarketing efforts through using Web and email. Internet marketing refers to the application ofmarketing techniques and principles via electronic media and more specifically the internet(Bailey, 2011). The present report is about the practices of British Airways which is one of theleading airline industries of UK. This organisation is the largest international airline in the worldwhich carries customers more than any other competitors. This report includes the descriptionabout the marketing done through internet as well as use of internet for promotion by usingdigital marketing communication. Further, it covers market research to support customerrelationship management and for designing an internet marketing plan.TASK 11.1 Elements of internet marketing Internet marketing has many methods but identifying the best suited method for businessis a tough job. Main objective of internet marketing is to capture a good proportion of share andattracting more number of customers (Baloglu and Pekcan, 2006). Following are the elements ofinternet marketing that lead to be a successful online website:SEO (Search Engine Optimization): It is a process through which new the visibility ofthe website can be increased with the help of keywords. Those keywords should beincluded in that blog heading, title and all over the blog text itself and should be usednaturally. Every keyword produced is an opportunity which is ranked for new keywordphrase and a new way to see your content, which is also known as optimizing content ofwebsite to target better audience, increasing website hits and increases brand visibility.Further, it also provides reviews, existing websites and even analysis of competitors andmore over it does extensive research to decide which phrase and keyword will bebeneficial for the organization.Email marketing: It is a marketing tool which is extremely cost effective but when it isused systematically it catapults sales to a new level (Blyth, 2013). An effective marketingcampaign would help to generate sales to repeat, sales conversion and make offlinepurchases for web users which may help in regular touch with customers.Social media marketing: It plays a vital role in attracting more and more customers.Social media is a type of two way communication with customers. It is focused on1
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understanding the needs of customers and fulfilling those needs and requirements throughwhich sales can be increased effectively. Further, it even helps in reducing the marketcost and increasing the level of brand awareness.E-commerce: It can be determined as a source through buying and selling is done usingelectronic networks, which is internet. All type of transaction like business to business,customers to business, customer to customer, etc.E-business: It is a way of conducting business through internet. It includes providingtechnical support, buying and selling of goods, etc. Internet allows the organization toperform business anywhere around the world.There are many benefits through internet marketing like it is time effective, cost effective, makescustomers know about the product, etc.1.2 Evaluating the internet marketing mixMcCarthy's was the one who introduced traditional 4P's of marketing mix which arerelated to product, price, place and promotion (Büchner and Mulvenna, 2007). Internet andtechnology have a great impact on the development. Following is the evaluation of marketing mix for British Airways:Product: It has over 220 aircraft which includes 56 Boeing 747s, seven concords, 45 Boeing777s and 38 Airbus (Internet Marketing Mix, 2015). British Airway includes different types ofairline services namely Club Europe Services, World Traveller Plus, New Club World, WorldTraveller, British Airways Executive Club, Europe Traveller, etc.Price: Price they offer is very much affordable and they have varied prices according to differentclasses i.e. Economy class and business class. In economy class, price is comparatively low thenbusiness class but standard and comfort they provide in business class are higher than economyclass.Place: British Airway provides mobile application which is accessible from anywhere around theworld. This application is available on websites and is also available across mobile applications(Chaffey and et.al., 2009). There are 441 airports of BA around the world which has madecustomers to reach it effectively.Promotion: British Airways has realized that most of their customers operate email throughmobile devices so they decided to focus on promotion through emailing. This helped them in2
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