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Unit 30 Internet Marketing - Assignment

   

Added on  2020-05-01

24 Pages4164 Words135 Views
RUNNING HEAD: Internet MarketingInternet MarketingA case study of Smart Restorations Limited

Internet Marketing 1Table of ContentsIntroduction................................................................................................................................2Part 1..........................................................................................................................................3Explain the elements of internet marketing...............................................................................31.2 Evaluate the internet marketing mix....................................................................................41.3 Compare internet marketing tools, eTools that will be used................................................51.4 Examine how the interactive order processing will work....................................................6Part 2..........................................................................................................................................72.1 Prepare a briefing on the mechanics of search engine marketing........................................72.3 Identify guidelines for best practice in online public relations and show how you would follow it for digital marketing communications.........................................................................92.4 Demonstrate how Smart Restorations Limited can use new digital media communities. .10Part 3........................................................................................................................................113.1 Conduct a secondary market research to gather data on customers’ online shopping behaviour such as statistics......................................................................................................113.2 Design an online survey to collect data on ‘what encourages shoppers to buy online......123.3 Create a poster to demonstrate how the use of electronic customer relationship marketing can be used to manage and analyse customer interactions......................................................144.1 Produce an outline for an internet marketing plan for Smart Restorations Limited..........154.2 Create a short presentation on pay per click advertising....................................................16Conclusion................................................................................................................................17References................................................................................................................................18

Internet Marketing 2IntroductionThis assignment is executed on the topic “Internet Marketing”. This report will focus on developing knowledge regarding the importance of internet marketing in the promotion of theproducts or services offered by the organization. A case study of Smart Restorations Limited has been chosen on the basis of which this assignment will be executed. Smart Restorations Limited is located in London and operating in the office furniture industry. Smart Restorations Limited is a small firm which is specialized in the purchase and selling of the used and refurbished office furniture. For overcoming the recession phase, Smart Restorations Limited has opted internet as a medium for promoting the products or services offered. Smart Restorations Limited is planning to triple the sales figures over the period of two years and enhancing the exposure on the search engines for overcoming the competition prevailing in the industry. This report will discuss the different aspects related to the option Smart Restorations Limited has chosen for the purpose of overcoming the challenges faced due to the recession. Elementsof the internet marketing will be discussed along with the internet marketing mix. This research will discuss the manner in which internet can be used for the promotion with the help of digital marketing communications.

Internet Marketing 3Part 1Explain the elements of internet marketing The term internet marketing can be explained as the efforts of marketing and advertising which helps in driving sales by using e-commerce. Web or internet is used for the purpose of promoting the products or services or the brand. Internet marketing is considered as an effective tool used for the purpose of advertising and marketing of the products or services through online mode (Witold 2015). A platform is provided to the Smart Restorations Limited for the purpose of attracting the customers and recognizing the brand. Elements of internet marketing are stated below:1.Digital marketing: digital marketing involves marketing of the brand and products with the use of different forms of media. Digital marketing activities are carried out through the internet (Arulrajah, 2013).2.E-commerce: e-commerce can be explained the transactions conducted through electronic mediums. Customers or buyers can engage in the transactions with the sellers with the help ofonline mediums. Transactions can be carried out between business to business, consumers to business and consumers to consumers. 3.E-business: e-business can be explained as the business which is carrying out the operations over the internet and uses the internet as a medium for enhancing productivity and profitability of the business (Doostar & Mohammadi, 2014).

Internet Marketing 41.2 Evaluate the internet marketing mixInternet marketing mix can be explained as the use of 4 P’s of the marketing for the purpose of marketing and advertising of the products or services with the help of internet. There are 7 P’s of extended internet marketing mix which is discussed below:1.e-Product: this element of the internet marketing mix involves the identification of the needs of the customers and development of a product which matches with the requirement or needs of the customers. It also includes online research for the product available (Yazdanifard, et. al., 2012).2.e-Place: this element helps in determination of the channel engaged in the distribution of the products or services and reaching the customers. An approach is developed beyond the own website. 3.e-Price: this element is used for marking the price of the products or services and adopting analternative pricing structure (Vatroslav, 2011).4.e-Promotion: Focus of this element is on the promotion of the products or services with the use of the internet as a medium. The focus is on enhancing the customer base by attracting the customers.5.e-Physical evidence: this element focuses on the layout of the websites including navigation and design. 6.e-Process: this element of internet marketing mix focuses on attaining the marketing functions. It involves purchasing, making payments and delivery process. This involves accountability for complaints and feedbacks (Varnali, 2010).7.e-People: this involves the manner in which people deal with the customers. This element also involves the automated online services.

Internet Marketing 51.3 Compare internet marketing tools, eTools that will be usedThere are different internet marketing tools available which will be used by Smart Restorations Limited are compared in the below-attached table:BasisOnline advertisingSocial media marketingWebsitesMobile advertising or applicationsDefinitionOnline advertising can be defined as theforms of marketing whichmake use of the internet for the advertising of the products or services (Isoraite, 2016).Social media platforms are used for the purpose of communicating with the customers.Websites are used for the purpose of attracting the customers towards the brand.In this approach,an application ofthe organization is developed for attracting the customers. CostCost of this tool is highCost of this tool is lowCost of this tool is high but is lower than the cost of online advertising.Cost is high but this tool is considered effective in comparison to other tools (Madleňák,et. al., 2015).Interaction with This tool is This tool is This tool is This tool is

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