Internet Marketing Strategies & Tools
Added on 2020-06-04
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INTERNETMARKETING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Elements of marketing...........................................................................................................1Conclusion...................................................................................................................................31.2 Description of 7P’s of marketing and its impact on the operational procedure of theorganisation..................................................................................................................................3Conclusion...................................................................................................................................51.3 Internet marketing tools.........................................................................................................5Conclusion...................................................................................................................................71.4 Examining the use of Interactive Order Processing(IOP).....................................................7Conclusion...................................................................................................................................8TASK 2............................................................................................................................................82.1 Preparing mechanism of SEM...............................................................................................8Conclusion.................................................................................................................................102.2 Copy for a suitable opt-in email marketing newsletter........................................................10Conclusion.................................................................................................................................112.3 Identifying guidelines for best practice in online public relations and the way in which itwill be followed for digital marketing communications............................................................11Conclusion.................................................................................................................................122.4 Demonstrating the way in which Smart Restorations Limited can use new digital mediacommunities...............................................................................................................................12Conclusion.................................................................................................................................14TASK 3..........................................................................................................................................15
3.1 Conducting secondary market research...............................................................................15Conclusion.................................................................................................................................163.2 Designing an online survey.................................................................................................16Conclusion.................................................................................................................................173.3 Use of electronic customer relationship..............................................................................17TASK 4..........................................................................................................................................184.1 Outlining an internet marketing plan...................................................................................184.2 Pay per click advertising......................................................................................................18CONCLUSION..............................................................................................................................18REFERENCES..............................................................................................................................20
INTRODUCTIONMarketing is one of the most viable functions in almost all sort of organisations that areinto vending businesses. Being such significant consideration, the marketers are continuallyrequired to come up with some effective ways of attracting people to buy their offered goods andservices (Bailey, 2011). It is thus with a similar concern of marketing products in a differentiateway, the present report has enlightened the fact of one of the most contemporary means ofmarketing called, internet marketing. Most of the businesses have already shown a very activeapproach towards such type of marketing that indicates the use of some renowned social mediatools.It is irrespective of the size and scope of the businesses adopting this practice wheremarketing via such popular online tools is referred to be one of the most reasonable measure toreach to millions of customers. It is therefore on considering such influential approach of internetmarketing where it has the power of connecting billions and trillions of individuals from all overthe globe (Ward, 2014). This in turn gives a strengthened vigour to the organisations trying tofetch the interest of a large number of people towards them. Below report is based on the use ofonline marketing by a small size company named Smart Restorations Ltd., which is successfullyoperating in the furniture industry of UK and is presently located in London.TASK 11.1 Elements of marketingMarketing is referred to be a set of activity consisting of distinct procedures in it tocreate, communicate, deliver and exchange the offers proposed by the organisations to theirtargeted audiences (Corley II, Jourdan and Ingram, 2013). It is thereby to attract them in greaternumbers, a well-known model called marketing mix comprising with 4 P’s of marketing is alsobeing used by the companies like Smart Restorations Ltd. This assists them in providing a moredetailed outlook of their offered product, its pricing, promotion and positioning. It differs fromthat to the tactic of internet marketing in terms of the sources used for it. Digital marketing is certainly a complex procedure that involves innumerable strategiesthat are being used by the organisations to store website visits of their official sites as a way ofrising their sales (Ryan, 2016). Digital marketing consists of various elements that includessearch engine optimization, social media strategy, email marketing and pay per click (PPC)campaign, etc. It is together on defining the term called e- commerce, which is used for those1
organisations that mostly transacts via internet. Such types of businesses are in turn known as e-business where internet is the major source of transacting for them. Apart from this, there together exists internet micro and macro environment where themicro environment refers to the internal functioning of the business. It consists of such specificforces that directly impacts upon the business and includes the marketplace, consumers, theironline purchase behaviour, contenders, suppliers and intermediaries, etc. Considering this aspect,the companies like Smart Restorations Ltd is required to have a constant check on their internalcomponents of business (Mathur and Evans, 2013). However, macro environmental factorsinvolve such components that includes the extrinsic ecological elements namely social,technological, legal, ethical, political and economic factors. It is therefore on considering theaforesaid components of macro environmental factors, the cited firm is required to conduct asteady research on regular basis to constantly check for any fluctuating demand in itsmarketplace.Although, there exists some principal benefits of internet marketing that are as specifiedbelow- It assists the organisations in reaching to a large range of audience all over the world. Internet marketing is referred to be both cost and time effective in nature. Internet marketing is evident to result in measurable results. It also helps the marketers in maintaining a long-term relationship with the clients bytaking regular follow ups after the sale.Lastly, on discoursing upon the use of COPA framework consisting of elements that aidsin framing an effective internet marketing plan, it has been found that ‘C’ refers to the contentused for the purpose of marketing a product. ‘O’ stands for optimization of the content to beuploaded in the search engine tools also known as SEO. ‘P’ indicates the term promote which isto promote the content with the use of social media (Camusio, 2011). Lastly, ‘A’ referring to theterm analyse stands for the analysis of information to verify those things that are operative innature and detect those which are not in an effective condition for further use and either needs tobe completely eradicated or improved to an extent. Smart Restorations Ltd can hereby make aneffective use of this framework to create a measurable plan of marketing via internet and getsuccessful results at the end.2
ConclusionThis is on concluding the above part of the report that has illustrated some vital elementsof internet marketing that in turn is apparent to assist Smart Restorations Ltd in interacting withtheir audience in more effective manner by using all contemporary means of communication.This will not only accelerate their customer base but regular follow up will together assist themin increased conversion rates with enhanced sales and profitability. Followed by which, it hasalso defined its beneficial aspects in business by together considering the use of 4P’s in it. Besidethis, both macro and micro environmental factors of internet marketing have been described bylastly delineating the use of COPA framework in formulating an effective marketing plan usinginternet. 1.2 Description of 7P’s of marketing and its impact on the operational procedure of theorganisationMarketing is referred to be a repeatedly evolving discipline where 7P’s of marketing is anadditive tool used for the formulation of strategic marketing plans. It consists of 7 distinctelements of marketing where 4 of them are taken up from the previously developed tool of 4P’s(Jobber and Ellis-Chadwick, 2012). 4P’s was originally created by a famous marketer who wasinto academics named E. Jerome McCarthy in the year 1960 which was later extended in 70’s byBooms & Bitner in the year 1981. As a result, to which, the 7P’s of marketing mix is also knownas an extended tool of marketing comprising with 3 additional elements, as referred below-E- Product- It is mainly in context to the products offered by Smart Restorations Ltd.,that should fit into the exact requirements of their clients and users. It is basically to fulfilthe expectations of their consumers and indicates the characteristics of its offeredproducts in terms of its quality, features, availability, warranties, support and use, etc. E- Price- It is with reference to the pricing strategy of the quoted entity where theirproposed goods should signify a good value for money (Roberts and Zahay, 2012). Itdoes not mean to be very inexpensive but should be worth in terms of its quality andother assured terms. E- Place- This indicates the availability of the product offered by Smart RestorationsLtd., where they should make their products easily accessible to their targeted set ofaudiences. This is for instance to choose from the most viable strategies like opting for a3
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