Online Marketing Strategies Analysis

This assignment requires students to analyze different online marketing strategies, their effectiveness, and best practices. It delves into topics like search engine optimization (SEO), social media marketing, email marketing, and the influence of human factors in digital communication. Students need to evaluate various resources including academic journals, books, and online articles to support their analysis.

Internet marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of Internet Marketing.............................................................................................1
1.2 Evaluation of Internet Marketing Mix...................................................................................2
1.3 Comparison of Internet marketing tools, e-tools to be used..................................................2
1.4 Interactive order processing...................................................................................................3
TASK 2............................................................................................................................................3
2.1 Search engine marketing........................................................................................................3
2.2 Opt-in email marketing newsletter........................................................................................4
2.3 Online public relation............................................................................................................5
2.4 Digital media Communities...................................................................................................5
TASK 3............................................................................................................................................6
3.1 Secondary market research and online shopping behaviour of customers............................6
3.2 Online survey to collect data.................................................................................................7
3.3 Electronic customer relationship marketing..........................................................................9
Covered in poster.........................................................................................................................9
TASK 4............................................................................................................................................9
4.1 Internet marketing plan for Smart Restoration limited company..........................................9
4.2 Pay Per Click Advertisement...............................................................................................10
Covered in PPT..........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing process or activity is carried out by organisation with intent of reaching with
maximum number of people in exchange cost. Nowadays, many of companies are using internet
source to promote brand name and it sometimes become premium for organisation (Chen, Fay
and Wang, 2011). Present report is based on Smart Restoration Limited company who is
specialise in selling and buying of furniture system. The aim of this company is to explore their
business with the use of internet marketing. In present report, elements and marketing mix has
been explained in context of cited company. Moreover, in detail search engine marketing has
been discussed. Further, secondary market research has been conducted for gathering of data on
customer online shopping behaviour.
TASK 1
1.1 Elements of Internet Marketing
Internet marketing refers to the marketing efforts that are made through electronic modes
like websites, emails or online advertising. It includes marketing in specialized areas like web
marketing, email marketing and social media marketing. The major elements of internet
marketing include:
 Designing an appropriate website which helps in making customers rather than visitors.
 Containing an effective content which is strategically implemented and fulfilling desired
goals.
 Sampling about the services which helps in creating a positive impact in the minds of the
potential customers (Fan, Lau and Zhao, 2015).
 Analysis made frequently is helpful in making improvements and reducing confusion
among customers about the services.
 Supporting and encouraging the visitors in exchanging their information for further
correspondence.
 Optimizing search engine helps in reducing time consumption and strengthening over the
competition.
 Influencing number of potential customers through posts over social media, creating
videos, content on website.
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 Trending on Social media supports the company in spreading awareness among the
people about the services at national and international level.
In context of smart restorations limited, the above mentioned sources and elements of
internet marketing shall be considered for growing the business and making customers aware
about the services provided by them.
1.2 Evaluation of Internet Marketing Mix
Marketing mix in marketing strategies includes product, place, price and promotion. So
in context with internet marketing, the marketing mix are same but the strategies are framed
accordingly.
Product: the product in internet marketing are classified into three levels i.e. core
product, actual product and augmented product (Gordon, 2012). Core products are the benefits
provided by the service provider. Actual is the use derived out of the core product and
augmented products are the additional benefits provided to the customers. So smart restorations
limited shall also classify its product range according to the divisions of products in the mix.
Price: internet marketing has influenced business in many ways. These focuses on
generating high margin and resorting to high reduction in prices. The company should focus on
the pricing strategies which takes the company to high profits and affordable pricing of the
services.
Place: the next mix is place in which the company has adopted internet marketing
approaches as a part of strategic marketing plan. The company should replace its traditional
channels with the new sources introduced in internet marketing covering large target market.
Promotion: promotional mix in internet marketing includes the optimization of products
over search engines and meeting expectations of customers.
1.3 Comparison of Internet marketing tools, e-tools to be used
An internet marketing tools are developmental tools, promotional strategies and actions a
company uses to promote its products (Mandehgar, Yang and Grischkowsky, 2013). These
includes social networking, commercials, advertisements over internet, etc.
E marketing tools are the electronic tools used by the company to meet online marketing
objectives. These includes online marketing campaign, company website, online distribution and
payment system, etc.
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Internet marketing tools includes e mail marketing, content marketing, graphic designing,
social media, and search engine operations. The company should adopt both internet marketing
tools as well as e tools because it can help the company in gaining a competitive advantage in the
market. Various sources of online marketing provide opportunity to the company in expanding
its business geographically, gaining new customers and focusing on a specific group. While
internet marketing tools can help the company in making regular communication with the
customers, influencing them to buy the product, and attracting them towards the new product
launched. Online distribution and payment system by the company also helps in influencing
customers for repetitive buying of the product (Mather, Marlow and Cummings, 2013).
Upgrading to company's website shall also include the feedback received by the customers which
helps in creating a positive impact in the minds of visitors and other customers about the
products.
1.4 Interactive order processing
Interactive order processing is the way by which easy services and authentic brands can
be presented to the customers in online businesses. The interactive order processing is internet
based functioning which helps the company in introducing all aspects of its products. This results
in the consumer awareness about the product and their brand loyalty. This also helps and
promotes repetitive buying of products by the consumers. Through interactive processing
opportunities for expansion of product range, adopting diversified strategies arises.
The interactive order processing can work as a success for Smart restorations limited, as
it has a limited range of product i.e. furniture and the processing can help the company in
expanding the product range, capturing the market demographically as well as geographically
resulting in adding more customers to the business (Mintz and Currim, 2013). Interactive order
processing gives authentication to the brands supplied by the company which again helps in
building strong brand image
TASK 2
2.1 Search engine marketing
It is the form of internet market which involves promotion of websites by increasing their
visibility, it is done through paid advertising. But in search engine optimisation it targets
different kinds of operation which includes image, academic, industrial-specific vertical search
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and many more. This engine will help to organisation in promoting their brand awareness in
competitive market.
Paid search engine marketing is cheap and scalable form in designing web sites which
connect the people with organisation ads. Some of the example are pay-per-click or campaign in
which logic behind them are summarised in simple way (Papasolomou and Melanthiou, 2012).
In pay per click, customers are clicking on ads which has been post by cited firm and through
this firm will generate more revenues.
The concept of pay per click is connected with Google's platform which is also known as
Google AdWords. It became complex for organisation to design ads and provide maximum
return on investment to everyone who are working with administration. In this Google company
is charging less amount from customers for while clicking on ads.
Long tail marketing may also help to organisation in expanding their business. This
concept is concentrates on those products which are less develop and sales which are based upon
“long tail”. But is also involve more stock list management than trade good promotion. So it
become hope for organisation in attracting more customers and generate profits.
2.2 Opt-in email marketing newsletter
Opt-in e-mail marketing is exactly what organisation has to convey. There are many
customers or organisation who are encouraging to opt for this, or in other words it can be also
said as sign up for an e-mail newsletter. This term is used when company or people are giving
option to other in receiving the mail. In this email address of organisation are authenticate. This
technique will be useful for organisation in mailing to those people who are using their services
or not using facilities. In this information of customers and organisation are secured. This email
marketing is using by organisation when they want to send message to a particular group of
people. it will advantage to them in attracting more customer at a particular point of time
(Ponomarenko and et. al., 2013). Following is template which can be used by Smart Restoration
limited company to mail their customers.
Hello,
If you are looking for improving purchasing in online furniture, look on further…
Here are different of system are using by organisation that will show how customers can
interact with them without messing around with any of stuff.
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You will likely to use these kind of services, so we are co-ordinately inviting you.
Thanks and regards
Manager
Smart Restoration Limited
2.3 Online public relation
Online public relation has embraced internet in which organisation can communicate
important information to customers and build sturdy relation with key public. It employs
websites and other internet technologies such as file-transfer, e-mails discussion groups and
many more. Smart Restoration Limited company has to also provide online services to customers
through which they can maintain strong relation with them. The outcomes of using these services
will also result fruitful for company. In addition to this, public relation confronts many concerns
in managing online relation with customers. These include, assurance of message quality which
has been sent by organisation, security, legal and regulatory compliances. If it is relating with
digital marketing communication, it will employ some or all tools and techniques which are
adopted by Smart restoration limited company to face online marketing challenge. In this new
and innovative online tool are there which are employed within digital promoting message mix.
Some of the techniques which are included in digital marketing communication is pay per click,
search engine optimisation and so on (Roberts and Zahay, 2012). These all techniques will help
to organisation in developing strong online relation with customers.
It will also encourage a positive perception of company profile which will generate more
revenue for them, but a public relation is not free for organisation. In order to generate
favourable content, then company have to make a large investment in terms of funds and cost.
2.4 Digital media Communities
In digital media, it includes digitized content such as text, audio, graphics, video which
can be transmitted with the help of computer networks or internet. It will beneficial for
organisation in conveying message to customers as well as employees with the use of different
digital means. There are many communities which are included in digital media such as file
sharing, instant messaging, chatrooms, blogs many more. These explanations are as below which
can be used by organisation.
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File sharing, in this organisation can make own sites in which they can transfer own files
to another people. On other side, there are many sites which can be used by organisation to make
their business easier. But these sites are nowadays used for a legitimate purpose. But in instant
messaging, it is a kind of software which is widely used by organisation in workplace which will
also support them to replace traditional forms of communication (Shih, Chen and Chen, 2013).
This instant message can help Smart restoration limited company in two ways; it is good for
group chat and complement communication, connecting team members from off-site locations,
save space and cash. It saves the time of company in communicating information to customers
and less expensive also.
TASK 3
3.1 Secondary market research and online shopping behaviour of customers.
Secondary market research comprises of the data which has already been published,
compiled and organized. The secondary market research includes reports and studies by
government agencies, trade associations, or other business which indicates and presents the
market behaviour of consumers regarding the product (Tsai and Cheng, 2012). For the company,
the data of online shopping behaviour of customers can be gathered with the help of following
methods of secondary research:
 Analysis of company's financial reports representing the sales of the products. This helps
in positioning of the company's brand and product in the market.
 Repetitive visiting of websites by the consumers. This takes marketers analysing the best
interest of the customers.
 Geo demographic data collected by the specialist agencies based on the behaviour and
lifestyle of the consumers.
 Government census data conducted by the government in every 10 years of eventually.
 Search engine reports to discover information while shopping online. By this the interest
of the customers are created towards the products required by them.
 Social media platforms which have and spread knowledge about the product.
 Using web analytical tools.
 Using customer's feedback for improving quality of product.
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 Surveying number of retained customers and new customers added to the company.
3.2 Online survey to collect data
Smart restoration company helps to their clients in understanding customers’ needs by
offering a wider range of services by taking them regular feedbacks, doing survey or integrating
customer experience programmes. There are many online sites which can encourage customers
to buy products online. Company is using Survey Online survey in which they can gather the
data about “what encourages customer’s shoppers to buy online products”.
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Through this survey, it will help to organisation in getting appropriate result and provide
those products only which can satisfy their needs. Customer buying behaviour of service user
can be analysing whether they are happy with the products which are offering by company.
Besides this, integrated customer experience measurement, it shows the capability of
organisation who is providing end-to-end services where they can derive satisfaction and
identified key development areas.
3.3 Electronic customer relationship marketing
Covered in poster
TASK 4
4.1 Internet marketing plan for Smart Restoration limited company
Internet market plan of organisation will help them to target new customers. This plan is
design in which manager can address only those strategies and tactics which will increase the
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value of administration websites (Steps to a Successful Online Marketing Campaign, 2016).
These plan does not include promotion or resources utilisation for non-website which is related
with marketing initiatives. There are five steps which are included in internet marketing plan.
Define customers – In first stage, firstly organisation have to define their customers by
introducing own products and services. With the help of using unique selling proposition
company can plan advertising and promotion.
Choose target – Now in this phase, company have to identify that where they want post
their ads. In this, managers and employers have to coordinated with each other by searching
several sites and venues to frequently target the customers. Complementary sites will help to
organisation in promoting their visitors and provide reinforcement of message. The manager has
to considered a website, social media network which presents companies ads in more effective
manner.
Budget – Manager have to create realistic budget for integrating online marketing plan
which also includes cost. The manager has to invest funds in limited manner. It is their
responsibility that budget should be analysed on regular basis so that they invest the funds in
different sector.
Creating organisation Ad content – Internet marketing will work best when, manager
has focus on one or more things. The product which is providing by Smart Restoration Limited is
providing should have solid appeal in targeting market. The ads which has been presented by
organisation should be creative and meaningful which give advantage to them.
Tracking and monitoring Ads – In last, manager have track all the information which
has been collected by them. They have to monitor all ads which are made presented by them to
implement more appropriate actions and strategies. There are many advertising management
services which will help to entity in tracking their performance.
4.2 Pay Per Click Advertisement
Covered in PPT
CONCLUSION
It has been concluded from above report that nowadays use of internet marketing are
increasing day-by-day which help to both people as well as companies to interact with each
other. The manager of Smart Restoration limited have also analyse internet marketing mix which
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aid them in increasing the purchasing power of customers. Along with this, company is using
different digital media communication to easily interact with customers. When company have to
mail their customers, then they are opting e-mail marketing newsletter where they can send
message to particular group of people. In last, the plan which has been made by manager of
internet marketing have to monitored them on regular basis so that came to know about whether
customers are happy with their products or not.
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REFERENCES
Books and journals
Chen, Y., Fay, S. and Wang, Q., 2011. The role of marketing in social media: How online
consumer reviews evolve. Journal of Interactive Marketing. 25(2). pp.85-94.
Fan, S., Lau, R. Y. and Zhao, J. L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Mandehgar, M., Yang, Y. and Grischkowsky, D., 2013. Atmosphere characterization for
simulation of the two optimal wireless terahertz digital communication links. Optics
letters. 38(17). pp.3437-3440.
Mather, C., Marlow, A. and Cummings, E., 2013. Digital communication to support clinical
supervision: considering the human factors. Stud Health Technol Inform. 194. pp.160-5.
Mintz, O. and Currim, I. S., 2013. What drives managerial use of marketing and financial metrics
and does metric use affect performance of marketing-mix activities?. Journal of
Marketing. 77(2). pp.17-40.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Ponomarenko, V. I., and et. al., 2013. An experimental digital communication scheme based on
chaotic time-delay system. Nonlinear Dynamics. 74(4). pp.1013-1020.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline
strategies. Cengage Learning.
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.
Tsai, Y. C. and Cheng, Y. T., 2012. Analyzing key performance indicators (KPIs) for E-
commerce and Internet marketing of elderly products: A review. Archives of gerontology
and geriatrics. 55(1). pp.126-132.
Wessels, B., 2012. Identification and the practices of identity and privacy in everyday digital
communication. New Media & Society. 14(8). pp.1251-1268.
Yannopoulos, P., 2011. Impact of the Internet on marketing strategy formulation. International
Journal of Business and Social Science. 2(18).
Zhan, W., Porter, J. R. and Morgan, J. A., 2014. Experiential learning of digital communication
using LabVIEW. IEEE Transactions on Education. 57(1). pp.34-41.
Online
Steps to a Successful Online Marketing Campaign. 2016. [Online]. Available through:
<https://www.thebalance.com/affordable-and-effective-online-marketing-2948408>.
[Accessed on 22nd July 2017].
The Benefits of Instant Messaging for Your Business. 2017. [Online]. Available through:
<http://www.nfib.com/content/resources/technology/the-benefits-of-instant-messaging-
for-your-business-52394/>. [Accessed on 22nd July 2017].
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