Internet Marketing: Understanding and Utilizing Online Strategies

This document provides a comprehensive guide to internet marketing, including the elements of internet marketing, evaluation of the internet marketing mix, comparison of internet marketing tools, and more. It is perfect for students studying internet marketing.

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INTERNET MARKETING
Name
Course
College
Date

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Table of Contents
Introduction.................................................................................................................................................2
Task 1 and 2................................................................................................................................................2
1. Understanding marketing through the internet.........................................................................................2
1.1 Explanation of the elements of internet marketing...........................................................................2
1.2 Evaluation of the internet marketing mix..........................................................................................3
1.3 Comparison of the internet marketing tools.....................................................................................4
1.4 Examination of the interactive order processing...............................................................................5
2.1 Demonstration of the mechanics of search engine marketing..........................................................5
2.2 Write the copy for a suitable opt-in email marketing newsletter for Smart Restorations Limited....6
2.3 Online public relations using the appropriate guidelines for best practices......................................7
2.4 Showing how a business can utilize emerging digital media communities. Example File sharing
sites.........................................................................................................................................................8
Task 3 and 4................................................................................................................................................8
3. Support for the management of customer relationships through appropriate market research.................8
3.1 The necessary secondary market research........................................................................................8
3.2 Design of online survey for Smart Restorations Limited....................................................................9
3.3 Demonstrating the application of electronic customer relationship marketing..............................12
4. The formulation of the company internet marketing plan......................................................................13
4.1 The demonstration of the outline showing the internet marketing plan........................................13
Conclusion.................................................................................................................................................15
References.................................................................................................................................................15

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Introduction
The emergence of globalization has led to the development of internet marketing as the most
efficient method used by organizations in communication with a specific segment of consumers.
Internet marketing has been used for the efficient transmission of a promotional message from
the firm to the consumer market. Emails, social media and search engine are some of the tools of
internet marketing used. The important of internet marketing entails its efficiency in the
realization of the proposed marketing objectives. This efficiency is arrived at since it gets to a
wider customer base target. In this case, Smart Restorations Limited which is an office furniture
refurbishing company will be used. The company has implemented some internet marketing
strategies used in the achievement of company objectives. The use of various internet marketing
strategies is to aid in the enhancement of company sales and how the customers view the
company brand. The project will help in the evaluation of the various learning objectives
applying the concepts of internet market in practice.
Task 1 and 2
1. Understanding marketing through the internet.
1.1 Explanation of the elements of internet marketing
There are various elements of internet marketing utilized by marketers in the promotion of
products. These elements include e-business, e-commerce, internet marketing, and digital
marketing among others. Digital marketing is described as the marketing approach which utilizes
the electronic devices such mobiles phones and tablets. Smart Restorations Limited can use
digital marketing platforms such as website, apps and social networks. E-commerce is the
process in which a company trades its products and services through the utilization of computer
networks such as the internet. There are various e-commerce technologies in practice and include

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the use of electronic mode to transfer funds, online transaction processing, and mobile commerce
among others (Thong 2009). E-business is another element and entails the use of internet and
communication technology in the business environment for the promotion of business
operations. There are various benefits to Smart Restorations Limited would be to gain from
internet marketing. These benefits include consumer interactivity, accurate consumer targeting,
increased scope and wide reach (Wang et al 2010). The information gained helps in the
enhancement of Smart Restorations Limited products. There are microenvironment factors that
affect the internet marketing plan by Smart Restorations Limited. These factors include the
adaptability of technology, the need to involve consumers, well-defined targets and the ability to
react proportionally to the demand of the consumers. On the other hand, there are macro
environment factors that affect the plan adopted by Smart Restoration Limited, and they include
variation in technology, application of electronic fund transfer, regulations and consumer privacy
protection act.
1.2 Evaluation of the internet marketing mix
Smart Restorations Limited can use for fours elements of internet marketing in the promotions of
its productions. The elements of the internet marketing mix are discussed below:
E-products
Smart Restorations Limited would use online media in the creation of its product portfolio. This
does not allow the customers to touch the actual products, but they can view pictures and check
its suitability. To eliminate the issue of the products being intangible, the company would
provide detailed and concise information about the products. Smart Restorations Limited would

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ensure that it customizes the products based on customers' preferences and also have trainers to
help in the assessment of the needs of online customers.
E-price
In the product pricing, Smart Restorations Limited would use the auction approach. This method
is used in the attraction of more customers to purchase the company products.
E-place
Smart Restorations Limited has always been perceived as a virtual company in which it lacks a
known location since it forms subcontracts with the manufacturers. The role of Smart
Restorations Limited is to market, do research and development and manage the product through
online means. Smart Restorations Limited has to formulate their online portal in which
customers can access and make direct orders.
E-promotion
Smart Restorations Limited can use an integrated online promotion tools in the attraction of its
target customers. The tools used include social media, email marketing, and the use of search
engine marketing among other tools. Smart Restorations Limited would need to develop some
approaches to the promotion of the refurbished furniture products.
1.3 Comparison of the internet marketing tools
Currently, there are some e-tools that a company can adopt. These e-tools include interactive
digital TV, digital radio, internet protocol television Facebook, RSS feed and Pinterest among
others. Word Press blog, pixetell, Twitter, RSS feed are some of the tools used in content
creation. Other tools are used in by the online marketers for the analysis and monitoring the

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internet marketing tools performance (Lee-Kelle et al 2003). These tools include mobile updates,
metricly, and other alert services. Over the years, Nike has been extensively using Facebook,
Twitter, Pinterest and Google+ in its operations.
1.4 Examination of the interactive order processing
Nike has emerged as one of the major shoe and retailers globally having established its sales
using the online method. The company has developed and highly enhanced portal for selling its
products. The consumers can access its products through the company's online store. This online
portal is easy to access and navigate since it has been developed through an extensive
consultation with online trainers. The customers can make orders through the website. To
accomplish the sales of its products, five steps are used. The first step of the online sales is the
search for products using various categories such as men, women (Thong 2009). This is followed
by the second step in which the products are added to the shopping cart through the selection of
quantity. The third step involves checkout followed by the fourth step which delivery and
payment in which the buyer chooses on the address of delivery and pays. Payment methods can
be either credit/debit card, PayPal, promo code among others. The final step involves the
customer reviewing and submitting their order.
2.1 Demonstration of the mechanics of search engine marketing
Search engine marketing can be described as a medium of online promotion which entails
promotion of website for the enhancement of visibility in the search engine. Advertisement and
optimization process is used to achieve this promotion. The optimization of a search engine can
be defined as the enhancement of website visibility on the search engine pages. There are some
benefits of search engine optimization, and they include reduced cost promotional approach,

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enhanced visibility, evidenced as the bests and helps in the getting to the targeted customers. The
cons of SEO involves unpredictability, and the process takes a lot of time.
For the evaluation of the mechanics of search engine marketing, it is essential to understand that
it has a robot program whose function is to search for relevant information based on specified
keywords in various sites and pages. A ranking algorithm is applied, and its work is listing
various pages and links with respect to certain keywords. The search engine makes appropriate
calculation so as to rank the pages based on the content. The search engine does the quality
assessment of the provided pages.
2.2 Write the copy for a suitable opt-in email marketing newsletter for Smart Restorations
Limited.
The approach of using opt-in email marketing is utilized in the situation a company seeks to
provide options for the reception of many emails. Emails in large numbers or bulk are those
emails sent to many individuals at the same time. Opt-ins can be categorized into confirmed opt-
in and unconfirmed opt-in in which the confirmed opt-in entails the requirement for a
confirmation of email recipient (Mirchandani and Motwani 2011). Unconfirmed opt-in can, on
the other hand, is described as the scenario in which many emails are sent to different entities
without the need to confirm the receipt of the email.

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Smart Restorations Limited utilize email marketing to reach the customers and below is an
example of an opt-in newsletter that can be used.
2.3 Online public relations using the appropriate guidelines for best practices.
The online public relations seeks to fulfill similar objectives to those of traditional public
relations. These objectives are geared to impact the specific target group of customers. These
practices include the implementation of social media or online pickup in online public relations.
The online PR is designed to appeal to the online features of the market, and the media utilized

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the use of blogs, websites, twitters, Facebook, etc. Smart Restorations Limited will realize
benefits such as referrals, increased efficiency, and minimized expenses. This is also a provision
of an alternative way of communication and interconnection with the proposed target customer
base. Despite the benefits, there are some shortcomings realizes such as increased criticism and
the lack of high responsive rate. The company would gain the most benefits if it were to adopt a
viral marketing campaign and the utilization of various offline approaches for the support of the
application of online media.
2.4 Showing how a business can utilize emerging digital media communities. Example File
sharing sites.
To share files, a business needs to improve the accessibility to digital media. Some of the utilized
digital media include content on multimedia, information and relevant programs. All these media
is essential in order to develop the internet to realize benefits. There are already developed ways
used for share files and include YouTube, Twitter, etc. File sharing is essential to a firm because
it assists in the safeguard and maintenance of business information in addition to the
maintenance of site technology. In the area of business, there some favorable file-sharing
services such as Dropbox and Google Drive. These concepts are utilized in the management of a
firm's online image and protect information and also portrays the organization as responsible
since it can maintain information from other entities.
Task 3 and 4
3. Support for the management of customer relationships through appropriate market
research.
3.1 The necessary secondary market research

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Various secondary materials such as journals, research papers, online sources, and articles are a
source of secondary knowledge used in the management of customer relationships. The
customers' needs are preferences used in the assessment of parameters that a company would
need to focus. To ensure that appropriate assessment is done, references is one on the research
was done on customer needs and their behavior. Qualitative data was collected through the
utilization of secondary methods. This provides information on the strategies of the institution
that can be essential in the management of customer relationships. To perform a substantial
research, a number of tools such as blogs and Google can help in finding more appropriate
information. The application of these tools is essential since it uncovers qualitative and
quantitative data. These sets of data are at the end used by the organization in the assessment of
satisfaction of the employees.
3.2 Design of online survey for Smart Restorations Limited.
The need to formulate an online research survey is to establish the extent of customer satisfaction
from various Smart Restorations Limited products. To assess customer satisfaction, various
factors must be considered, and they include quality of products, quality of the company staff
and the prices (Al-Qirim 2006). Blogs and websites will be the platform to which the online
survey will be designed. It will involve various survey questions to be answered by the
customers after their experience with the purchased products. Open and closed questions will be
used in the formulation of the survey that will be used in the assessment of the extent to which
the customers are satisfied.
Examples of the questions include:
Open-ended inquiries

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Are you in agreement with the prices set by Smart Restorations Limited and does it provide
value for money?
1. I am in total agreement
2. I am in agreement
3. I somehow agree
4. I am in disagreement
5. I am in total disagreement
Open-ended inquiries
What would be your thoughts on the training of employees in order to enhance the satisfaction of
customers?
In the design of the survey, www.surveymonkey.com was used which helped in assessing the
satisfaction for customers for the Smart Restorations Limited. Information can be accessed from
this link: https://www.surveymonkey.com/s/DX3BNTX.
Below is the survey of Smart Restorations Limited for the assessment of customer satisfaction.
1. Have you at some point visited Smart Restorations Limited?
YES
NO
I cannot remember if I have

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2. The following is to show satisfaction, the dissatisfaction of neither based products of Smart
Restorations Limited.
https://www.surveymneky.com/s/DX3BNTX I was quite satisfied
https://www.surveymneky.com/s/DX3BNTX I was somewhat satisfied
https://www.surveymneky.com/s/DX3BNTX I was not satisfied r dissatisfied
https://www.surveymneky.com/s/DX3BNTX I was somewhat dissatisfied
https://www.surveymneky.com/s/DX3BNTX I was quite dissatisfied
https://www.surveymneky.com/s/DX3BNTX I was very dissatisfied
3. What are your views on the quality of products provided by Smart Restorations Limited?
https://www.surveymneky.com/s/DX3BNTX Excellent
https://www.surveymneky.com/s/DX3BNTX Neutral
https://www.surveymneky.com/s/DX3BNTX extremely bad
4. Do you think the behavior and quality of staff training are good?
https://www.surveymneky.com/s/DX3BNTX Yes
https://www.surveymneky.com/s/DX3BNTX Neutral
https://www.surveymneky.com/s/DX3BNTX No
5. How can you rate the general satisfaction regarding price, quality of product and staff
behavior?

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8-10
5-7
1-4
3.3 Demonstrating the application of electronic customer relationship marketing.
One of the strategies used by firms to foster a better relationship with their customers is the
management of customer relations. E-CRM is a marketing tool which utilizes the internet
platform, and such tools are email, website, and others. Its function is the enhancement of
customer relations and promotes the attraction of more customers. It is easier to promote how
sellers and buyers relations after the integration of human resources, technology, and business
processes in the e-CRM strategy (Tornatzky and Fleischer 2010). This has been due to
advancement in technologies and process that are consumer-centered. E-CRM is a software tool
which has been developed for the improvement of the relationship of the customers for the
creation of the customer portfolio. Through this, various benefits are realized, and they include
the company achieves e-loyalty from its customers. The company will also be able to have a
more understanding of its customers. There is enough information for the formulation of pricing
and approaches for promoting its products to the target consumers. The problem with the
implementation of E-CRM is that it brings the issues of safety (Tornatzky and Klein 2012). The
provision of open networks can lead to a breach of information which might include the financial
information of the customers. Due to the safety and security concerns, the organization is
required to seek permission from its clients to gain access to the information concerning the
customers. The customers are also left with the right to share their financial information with
other firms as they deem necessary. Smart Restorations Limited is required to comply with

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various security regulation in the UK concerning transactions. They should also follow the
regulations on data protection since they might face penalties in case of non-compliance.
4. The formulation of the company internet marketing plan.
4.1 The demonstration of the outline showing the internet marketing plan.
After a thorough evaluation of the Smart Restorations Limited situational analysis. It will be
possible to develop its marketing plan. Due to the presence of other firms offering such services,
the company is faced with tough competition. There is also competition from entrants, and this
means that the company will do a lot in maintaining its market share.
Smart Restorations Limited SWOT analysis.
Strengths Weakness Opportunities Threats
 The reputation of the
company’s brand is
quite strong.
 There is well developed
technology.
 The customer
relationship of the
company is of high
quality.
 The customers have
been able to receive the
company products
positively.
 The company has a
well-defined
department that
maintain sits data.
 The company has
been reported to
have a number of
non-compliance
issues.
 There is not
much support
from the
surrounding
society.
 The capability of the
company to venture
into the developing
nation’s markets.
 The ability to formulate
its own product
portfolio.
 The opportunity to
implement various
appropriate
technologies to
enhance the
management of
customer relationship.
 The company has been
able to deploy the opt-
in email strategy.
 There is high
competition
from other
businesses
offering the
same
products.
 The business
environment
presents
extensive
legal
obligations.

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To make an external analysis of Smart Restorations Limited, there will need to investigate its
PESTEL factors. Through this, it will be possible to formulate an internet marketing plan which
will be utilized in the in the promotion of sales since it will enhance the achievement of the
extent to which the customers are satisfied. One of the enabling factors in this issues is
technology since it helps in the implementation of low-cost tools such as e-SCM and e-CRM.
Through the utilization of these tools, it will be possible to assess the satisfaction of customers.
To increase the market share through the attraction of more customers, Smart Restoration
Limited will utilize economic factors such as low cost (Tornatzky and Klein 2012). Other factors
that have a profound effect and hence the need to consider then are legal and social factors and
their implication to the internet marketing. The consideration of this factors will help in
avoidance of privacy threats. To carry out a competition evaluation of Smart Restorations
Limited, there will need to look at other companies that deal with the business of refurbishing
used furniture.
There are various objectives in the development of online marketing plan for Smart Restorations
Limited. This objective will need to be evaluated to allow the setting process.
Below are some of the objectives:
 The improvement and enhancement of market share of Smart Restoration Limited
through the attraction of new customers.
 The improvement of the extent to which the customers are satisfied through the
establishment of their behaviour.
 The improvement of Smart Restorations Limited brand reputation.

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It is important to evaluate and understand the implemented channels. Smart Restoration Limited
has implemented texting and segmentation process. The cost and effectiveness of a specific
technology should be considered before its adoption and implementation. To improve various
aspects of the company, information collected from the online survey and the social media
approaches will be used.
Conclusion
In this project, Smart Restorations Limited has been used as the case study. This has helped in
the understanding the internet marketing tactics present for adopted by any organization. It is
evident that the implemented internet marketing practices adopted are different from the
traditional marketing methods.
References
Thong, J. (2009). "An Integrated Model of Information Systems Adoption in Small Businesses",
Journal of Management Information Systems, Vol. 15, No. 4, pp 187-214.
Tornatzky, G. and Klein, J. (2012). “Innovation characteristics and innovation adoption-
implementation: a meta-analysis of findings”, IEEE Transactions on Engineering
Management, Vol. 29 No. 1, pp. 28-45.
Tornatzky, G. and Fleischer, M. (2010). The Processes of Technological Innovation, Lexington
Books, Lexington, MA.

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Wang, M., Wang, S. and Yang, F. (2010) Understanding the determinants of RFID adoption in
the manufacturing industry, "Technological Forecasting and Social Change", Vol. 77, pp.
803-815.
Lee-Kelley, L., Gilbert, D. and Mannicom, R. (2003). “How e-CRM can enhance customer
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