Internet Marketing and E-commerce

This assignment delves into the realm of internet marketing and e-commerce. It examines different types of new media, such as social media platforms and search engine optimization (SEO), highlighting their influence on businesses. The analysis draws upon academic research, books, and online resources to provide a comprehensive understanding of effective internet marketing strategies. Examples and case studies further illustrate the practical applications of these strategies in today's digital landscape.

INTERNET MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
1.1 ELEMENTS OF INTERNET MARKETING..................................................................1
1.3 Discuss 7P's of marketing mix.........................................................................................2
1.3 Compare the internet marketing tools in organization.....................................................3
1.4. Outline how interactive order processing will work.......................................................5
TASK 2............................................................................................................................................5
2.1 Discuss the mechanics of search engine marketing.........................................................5
2.2 Write an opt-in email marketing newsletter.....................................................................6
2.3 Identification of guidelines for the appropriate practices.................................................7
2.4 Demonstrating the way in which business can use new digital media communities.......8
TASK 3............................................................................................................................................8
3.1Accomplishment of secondary market research................................................................8
3.2 Development of online survey for the collection of data...............................................10
3.3 Determination of utilization of Electronic marketing of customer relationship.............13
TASK 4..........................................................................................................................................14
4.1 Creation of plan for the internet marketing for Smart restorations.1.............................14
Successful marketing ways:-................................................................................................14
4.2 Presentation on pay per click advertising.......................................................................15
REFERENCES..............................................................................................................................18

INTRODUCTION
With the increase traffic on the online platform and internet now a day’s companies are
focuses on using the internet marketing technique for advertising and promoting their products
and services. The present report focuses on given case scenario of Smart Restoration Limited
which has specialized in selling the refurbished furniture to their different clients. The report also
focuses on understanding the key elements of internet marketing that may be used cited firm in
order to accomplish their marketing objectives.
1.1 ELEMENTS OF INTERNET MARKETING
As per the provided data, and current condition of recovering economy, we can implement
various online marketing tactics to expand our market such as:
 Search engine optimization(SEO):
It is a technique which is implemented to improve the rating of your company's site over google
search. It includes various online & technical approaches like:
1. Incorporating high quality links in our site.
2. As the present scenario of internet is through mobile devices, the site of Smart
Restorations Limited has to be modified to be supported by mobile devices.
3. Avoiding any sort of technical shortcomings, bugs or errors on our site.
4. Using of keywords like “Smart restorations”, “furniture”, “London” in our descriptive
content enhances site priority.
5. Most important is the content to be grammatically precise, interactive & relevant.
9. Email Marketing:
It is a cost effective, time saving & interactive approach of digital marketing. & with increase of
popularity of mobile devices & mail enabled smartphones, its effectively successful.
10. Use of Social media platforms:
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Social media plays a vital role in field of marketing. It not only helps to gain brand recognition
to Smart Restorations Limited, but also catalyses the process of improving brand value.
11. Pay-per-Click method
This methodology will not only helps to transfer the online customers traffic to our site, but also
helps us to evaluate the customers response.
12. Strong & interactive Content:
A strong & interactive content of Smart Restoration Limited site is the core requirement for
customer to get attracted towards our site. For an interactive content about services provided
keeps customer engaged & ensure well bonded goodwill.
1.3 Discuss 7P's of marketing mix
7 P'S OF INTERNET MARKETING MIX:
Smart Restoration Limited has to take into consideration various factors of marketing mix to
enhance the sales & achieve the desired figure of market share.
1. Product:
The product(furniture) to be delivered to the customer should be as per customers requirement
with utmost quality.
2. Place:
Place of availability of product or service plays an integral role in marketing. In our case, more
customers visiting our website plays a key role.
3. Price:
Price is also one of the crucial factor customer consider while looking for a product or services.
We have to keep our process cost reasonable in comparison of our competitors.
4. Promotional approach:
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Our furniture & services has to be well marketed using various methodologies like Advertising,
PR & looking at present time phase, Social media. The details provided over this means should
be interactive, informative & appealing to customers.
5. People:
Providing Product(Furniture) or service is not enough. The after service approach(customer care)
helps not only to improve quality but also helps to gain idea of market condition.
6. Process:
The delivery process of services to customers is a key factor in success of a product. The
delivery process should be smooth & flexible as per customers requirements.
7. Physical evidence:
Our product(furniture) is a tangible commodity. So it should meet all quality standards.
1.3 Compare the internet marketing tools in organization
Website YouTube Blog Twitter feed Mobile app
Its contains web
pages which
provides the
interactive
information of the
products &
services provided
by Smart
Restoration
Limited.
It requires a web
page which
includes the videos
of either
manufacturing or
unboxing of a
product of Smart
Restoration
Limited.
Its an article or
online brochure
format of the details
of a product or
service provided by
Smart Restoration
Limited.
It requires a
twitter handle
on social
media site,
Twitter to
track down
its product or
service
details &
reviews using
hashtags(#).
Its a mini,
personalized, mobile
version of Smart
Restoration Limited
website.
Requires Requires better Requires a person Requires a Requires expertise to
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expertise to
manage & update
the content(details
of products, Price,
Customer
requirements &
tracking down the
delivery process.
video editing &
interactive
advertising
presentation skills
to show details of
the product of
Smart Restoration
Limited.
with better writing &
presenting skill set
along with customer
interaction.
person with
sound
knowledge of
social media
marketing.
manage & update
the content as well
as the database
(details of products,
Price, Customer
requirements &
tracking down the
delivery process
over the mobile
devices.
Needs regular
update about the
new services &
products provided
by Smart
Restoration
Limited.
Regular uploading
of advertisements
& videos
describing features
of services &
products of Smart
Restoration
Limited.
New information or
details of the product
have to incorporated.
Regular
check on
keywords &
hashtags
trending on
twitter.
Regular update of
the new services &
products as well as
the mobile app to
meet latest technical
requirements.
Operational costs
depends on the
content & the
management of
data & online
traffic.
Video editing cost
& cost of
advertisements.
Cost of Content as
well as salary
provided to blogger.
Salary
provided to
the handler.
Charges provided to
develop, manage &
updating to app
developer firm.
Easily accessible
using SEO &
other techniques.
Keyword search in
YouTube.com.
Widely accessible.
Links can be
provided
individually as well
as in content of
website of Smart
Hashtags to
be trended
regularly.
Quite popular
with
Easily accessible
due to increase in
use of mobile
internet devices.
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Restoration Limited. spreading of
Social media
marketing
1.4. Outline how interactive order processing will work
INTERACTIVE ORDER PROCESSING
the interactive order processing includes 4 steps:
1. Searching/Browsing:
It includes the searching of site or product of Smart Restoration Limited using various keywords.
The browser, using the given keyword will provide the related search data.
2. Ordering of product:
The customer will browse through Smart restoration Limited site, choose a furniture as per
his/her requirements & budget, will provide with customization if any, & will place the order
online through site or mobile app.
3. Payment:
After the order is been placed, an online invoice(bill) is generated by the website with payment
on name of Smart Restoration Limited. This invoice can be mailed or been saved in document
format for use of customer. The payment can be made online through fund transfer.
4. Delivery:
After the payment is been confirmed & made by the customer, the product is delivered.
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TASK 2
2.1 Discuss the mechanics of search engine marketing
The internet marketing is new and effective way to market the goods of the company.
SEO (Search Engine Optimisation) is the process of getting free form the traffic obtained on the
search engines like google, yahoo and bing from Microsoft. Paid search engine marketing means
that company who is marketing its products advertise on internet within the sponsored listings of
any of the search engine when the ads are displayed on the screen (Bianchi and Mathews, 2016).
Landing page is the web page in the website which serves as the entry point to the visitor.
Landing page consists of different types. They are as follows-
1. Click through landing pages-
This landing page means that visitor clicks the web page. The goal of company is to
persuade visitor to click through to another page. They can be used in delivering the offer to the
visitor of web page to warm up him with new offer on the site. The traffic is directed at shopping
cart of the purchaser. This leads to poor conversions as the ad doesn't give adequate information.
2. Lead generation landing pages-
They are used for capturing the data such as e mail address. The purpose of this landing
page is to collect and store information that will allow firm to connect with the people for its
marketing of products. Examples are e book, webinar registration, discount voucher and free trial
and many more. This allows company to collect the data so that it can make sale at anytime
through the site (Fritz, 2013). This is very much helpful to organisation as it proves to be
efficient tool for internet marketing of its products and services to consumers.
Long tail marketing focusses on less popular products by developing business model of
sales based on 'long tail'. Geo targeting means method to determine location of site visitor and
delivering contents based on their location.
2.2 Write an opt-in email marketing newsletter
To:
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Cc:
Subject: Discount of 10% on furniture
Smart Restorations Limited
Dear customer,
This is to inform you that you have subscribed to our newsletter. Our company is providing
10% instant discount on furniture product.
Kindly, avail the offer as it is for limited time. The coupon of 10% discount will be provided to
you in your account with our site.
Kindly avail it as soon as possible.
Thanks and Regards,
True Search Marketing
Opt-in email is the new strategy of company to make speedy sales of its products in the market
through the internet. Opt in email means that someone or consumer has subscribed to mail list of
the company. Company keeps track of them. Whenever, any offer or discount comes, company
informs directly to the people who have subscribed to the mail list of the company (Shih, Chen
and Chen, 2013). This helps company to make effective sales. If consumer wants to leave the
newsletter, he can opt out the mail list and will be unsubscribed from the mail list of the
company.
2.3 Identification of guidelines for the appropriate practices.
Online public relationship is considered as best method of online marketing which is used
by the company to attract the attention of customers to their products. With the continuous rise in
technology, the internet marketing techniques has achieved great importance as it connects the
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people of different to the website of company (Gangeshwer, 2013). In this context, the Smart
restoration has also used these techniques of marketing because it has various advantages like
 Most economic ways by far to connect with the mass audiences.
 Stimulates awareness and demand for their products or services.
 It develops stronger and more effective image of company.
Moreover, through digital marketing communication channels, Smart restoration is able to gain
the review of its customers. It mainly includes traditional writers, bloggers, email, PPC, social
media application like Facebook and messenger through which the company can directly makes
relations with the customers and provide them information about the products and services.
2.4 Demonstrating the way in which business can use new digital media communities
In order to improves its internet marketing, It is essential for company to use the various digital
media communication channels through which they have able to communicate with the people.
These major digital a marketing communication includes various channels like
 Blogs: In this, information in blogs is easily accessed,search and everything is typically
designed by nature (Hansson and Solberg Søilen, 2013). For instance, blog posts are
often packed under categories, and people can navigate posts by a specific category or tag
or via a search.
 File sharing: it is also important methods of digital media communication which is used
by the company in which the company will communicate the information to customers by
sharing the files which contains information about their products.
 Social Media: It is used as by company to centres on creating, sharing and exchanging
information, ideas and content in online networks and communities (5 Types of New
Media, 2017). Highly interactive, social media is a form of new media that relies heavily
on the participation of users to provide value.
TASK 3
3.1Accomplishment of secondary market research
In competitive business environment, the internet marketing has its major in
influencing the buyers and changing there perception to purchase the products and
services by providing adequate information about prices differences, discount
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offers, advantages of products and different products from substitutes. It has its
major roles in changing the behaviour of customer as it provides an ease to
customers for directly purchasing the products (Ivanov, 2012). In this context,
analysis of change in buyers behaviour towards online shopping has been done by
conducting an secondary market research in context of Smart restoration.
Secondary market research has been accomplished through two different methods
like qualitative and quantitative. This qualitative research can be focused on
gathering information about the attitudes, feelings and perception of customers.
Whereas quantitative methods is used to collect the numerical data by using
methods like survey, telephonic or online questionnaires, analysing financial trends
etc.
After conducting the secondary market research of Company, it is analysed that the
y have competitive advantage over its competitors. It also analysed that Smart
restoration has achieved an ample of profits and increasing the market share by
26% in the 2017. There is continuous increase in sales of company as the
preference of customers towards online shopping has been increased due to
appropriate availability of information about products and easy mode of payments
are also available to purchase the products.
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From the above quantitative research method, it has been analysed the
behaviour of customers of online shopping has been increased which has provided
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Illustration 1: Consumer scale
(Source: Online Shopping Behavior in the Digital Era, 2017)

major benefits to the economy and growth to companies like Smart restoration. It
is clearly identified that there is 10% rise in online purchasing of products in year
2017 as compared to 2016. Moreover, the gross turnover of company by 20% has
also increased rapidly (Jobber and Ellis-Chadwick, 2012). Thus, it implies that internet
marketing helps in establishing new benchmarks through which the management
of Smart Restorations can guaranteed their future success.
3.2 Development of online survey for the collection of data.
Online survey methods is considered as secondary quantitative methods which supports
in identifying the needs and expectation of customers towards the products and services. It
mainly helps in analysing the market trends and information about the fluctuation in customers
preference about the particular products of company (Roberts and Zahay, 2012). For the
determination and identification of various products of level of satisfaction of consumers, this
method is mainly used by the managers of Smart restorations through application of standards
structure or seminars. Further, it not only supports in providing the feedback of consumers but
also provides appropriate information about analysing the requirements and objectives of
customers in effective manner.
In this context, the sample size of 200 customers is taken from the target audience of company
in London. The simple method of sampling technique has been used to gather information with
the help of questionnaire which is mentioned above:
1.Name: ________________
2. Sex:
 Male
 Female
3. Age:
 10-20
 20-30
 30-40
 40-50
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 50-60
4. Do you purchase products online?
 YES
 NO
5. Do you find any difference in quality of products offered by different brands?
 Yes
 No
6. Do you have purchased the products of Smart restoration?
 Yes
 No
7. Do you find any difference in prices of products offered by different brands?
 Yes
 No
8. Does it satisfy your demand and expectation?
 Yes
 No
9. How much satisfaction is provided by the products?
 Not at all satisfied
 Somewhat satisfied
 Satisfied
 Very Satisfied
10. Have you ever contacted customer service centre?
 Yes
 No
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11.. Based on the awareness of product, is it same, better or worse than other brands?
 Much better
 Better
 Same
 Worse
12..Is appropriate and correct information of products is provided on website?
 YES
 NO
13. Please share your views for improving the product:___________
3.3 Determination of utilization of Electronic marketing of customer relationship.
Electronic customers' relationship management is the application of internet
based technologies like websites, chat rooms, forums and other channels to achieve
the goals of customers relationship management. It is also considered as well
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(Source: Online Shopping Behavior in the Digital Era, 2017)

structured and coordinated process of CRM that automates the processes in
marketing, customers and sales service (Salehi, Mirzaei and Abyari, 2012). Effective
electronic customer's relationship management will support the organization Like
Smart restoration by increasing the efficiency of the process and its also improves
the communication with customers and also enables the company to customize its
products and services to meet the needs of consumers. In this context. Smart
restoration has also used this method of internet marketing for maintaining
effective relationship with its customers. Further, they have provided a facility of
making comment about the products on their websites, emails service, customer
care number etc. through which the customers are able to submit their queries
about the products. Company is also able to communicate about the offers and
discounts through emails and online messages.
By making various advertisement on e commerce websites, enterprise has
developed an effective communication with its clients and also resolve their issues
about the products and services (Hansson and Solberg Søilen, 2013). This method
supports the Smart restoration to maintain long term relationship with the
customers, by creating a online platform to know the requirements. Through this
enterprise will be able to design the schemes and offers that suits the requirements
of customers. Through online portal, the Smart restoration is able to promote its
products and services to the people across the countries.
TASK 4
4.1 Creation of plan for the internet marketing for Smart restorations.1
Successful marketing ways:-
Internet marketing is more grateful than other marketing. By internet we can be anywhere
in the market and explore company's product in the business hub. Internet marketing is the only
way to explore worldwide our business nowadays.
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First of fall in furniture business we should start customer survey in the market. From the
step of Customer survey we can understand of customers and their need (Salehi, Mirzaei and
Abyari, 2012). After customer survey choosing the target through which companies are able to
explore or promote our particular services and all product of furniture like plywood ,sofa, dining-
table,chairs and many more things.
The third step is making budget. Budget is most important thing in any business. With the
help of effective budget planning will able to set up the large scale's of business and increasing
their profits and minimising the risks. Marketing budget is to be determined by the management
of the smart restoration in order to proceed further.
The fourth step is conversion rate. This means marketing on which website or social
media will earn profits for the company is to be determined. Use these all steps and after then
main and final step is an action. Action should be according to the above steps. Marketing ways
are website marketing, social media marketing and newspaper marketing are available in the
market. By online marketing like website and social media we can establish our business in large
area and too many locations in the earth.
So many people are using social media and internet on this planet, so it's a easy way to
publish our business in any location. Marketing is the key of successful business and generate the
more profit. Many websites are ready to be sponsor for any product and it is the most important
part of any business and it is more profitability marketing stunt compare then others.
4.2 Presentation on pay per click advertising.
In internet market, the pay per click advertisement is considered as a new and innovative
method of promotion in which the advertisers makes payments to the publishers the
advertisements are clicked by consumers. The most common forms of this advertisement is
available on the search engines pages of results (Sehhat, S., 2012). The most effective pay per
click advertisement will address the needs of target consumers in a way that influence them to
click on it. It takes the consumers to an appropriate page of company's website which is directly
related to the advertisement. This PPC is done for various purposes like:
 To get instant result.
 In order to make payment only for performance.
 Reduction of timings
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 Promotion of products to target customers.
Apart from this, it has also been used by the Smart restoration for the promotion by following a
process which is described:
 Website Analysis: It is very useful for the company to analyse before starting nay PPC
campaign on the website. It is important to make sure that the website has not got any
issues like irrelevant content, Virus, navigation problem. Etc.
 Key word search: It is also important for the Smart restoration to use appropriate
keywords which provides an ease to customer to access the website. There are Five main
types of keywords are broad, exact, phrase, broad match modifier, negative keywords etc.
 Campaign: It is also considered as set of advertisement groups which shares a location
targeting, budget and other settings etc. In this, the company has developed an ad group
which is a set keywords bids and ads used to create an account. Each pay per click
advertisement of company is consists of more than one group of advertisement. Further,
this advertisement also includes the link of company and information of products and
services.
PPC is also used by company because:
 It is very fast as it is created on google systems like google ad words
 PPC can also be used for bargain.
 Helps in changing the behaviour of consumers towards online shopping.
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CONCLUSION
In the present report, it has been concluded that internet marketing is considered as most
significant approach that encompasses various techniques and methods through which the
company will be able communicate with the target audience and customers. Analysis of various
techniques of digital communication helps the Smart restoration in making effective
communication with the people. Through this, company will be able to make effective
relationship with its customers. Pay per click advertisement is considered as a new and
innovative method of promotion in which the advertisers makes payments to the publishers the
advertisements are clicked by consumers.
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REFERENCES
Books and journals
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp .426-434.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Gangeshwer, D.K., 2013. E-commerce or internet marketing: A business review from Indian
context. International Journal of u-and e-Service, Science and Technology. 6(6).
pp.187-194.
Hansson, L., Wrangmo, A. and Solberg Søilen, K., 2013. Optimal ways for companies to use
Facebook as a marketing channel. Journal of Information, Communication and Ethics in
Society, 11(2), pp.112-126.
Ivanov, A. E., 2012. The Internet‘s impact on integrated marketing communication. Procedia
Economics and Finance. 3. pp.536-542.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline
strategies. Cengage Learning.
Salehi, M., Mirzaei, H. and Abyari, M., 2012. Dissimilarity of E-marketing VS traditional
marketing. International journal of academic research in business and social sciences.
2(1). pp.510.
Sehhat, S., 2012. An empirical survey to measure the impact of different factors on the success
of electronic marketing. Management Science Letters. 2(6). pp.2187-2192.
Shih, B. Y., Chen, C. Y. and Chen, Z. S., 2013. Retracted: an empirical study of an internet
marketing strategy for search engine optimization. Human Factors and Ergonomics in
Manufacturing & Service Industries. 23(6). pp .528-540.
Online
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5 Types of New Media, 2017. [Online]. Available through:<http://online.seu.edu/new-media/>
[Accessed on 13 November 2017].
Online Shopping Behavior in the Digital Era, 2017 [Online]. Available
through:<http://www.iacquire.com/blog/study-online-shopping-behavior-in-the-digital-
era> [Accessed on 13 November 2017].
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