Analyze Digital Marketing Strategies

This assignment requires a comprehensive analysis of digital marketing strategies, with a focus on search engine optimization (SEO) and various internet marketing tools. You will study these strategies in the context of Fortune 1000 companies and compare them between India and the UK, using case studies from academic sources such as 'Digital Marketing' by Chaffey et al., 'Measuring Internet Marketing Productivity' by Joseph et al., and 'The Power of Search Engine Ranking for Tourist Destinations' by Pan. You will also analyze the impact of these strategies on website traffic and export market growth.

Internet marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
1.1 Elements of internet marketing........................................................................................1
1.2 Evaluation of internet marketing mix..............................................................................2
1.3 Comparison of various internet marketing tools.............................................................2
1.4 Examination of interactive order processing....................................................................4
2.1 Mechanism of search engine marketing...........................................................................5
2.2 Opt-in email marketing newsletter...................................................................................5
2.3 Guidelines for best practice in online public relations and how to follow the same for
digital marketing communications.........................................................................................7
2.4 Use of new digital media communities such as file sharing sites, instant
messaging,chatrooms,discussion groups,blogs etc. by Smart Restorations Limited.............7
Section 3...........................................................................................................................................8
3.1 Secondary market research to gather data on customers online shopping behaviour......8
3.2 Online survey design to collect data on ' what encourages shoppers to buy online'.......8
3.3 Use of electronic customer relationship marketing to manage and analyse customer
interactions.............................................................................................................................9
4.1 An outline for an internet marketing plan for Smart Restorations Limited.............................10
4.2 Note on pay per click advertising..................................................................................10

INTRODUCTION
Internet marketing, also called as online marketing is a process of increasing the business
ranges with the help of internet. Web or email are being used to advertise or market the products
to be sold. In this era everyone is viable to the internet and hence, this approach gives marketing
manager a chance to explore their business (Leung and et.al., 2015). It can be done using mobile
phones, display advertisement or digital medium. This also saves company time and thus
increase efficiency. Success of any organisation using this marketing criteria is proven over and
over again. Everyone likes this because of the creativity implanted in this. In this report , the
internet marketing skills of Smart Restorations Limited is been discussed. It is bring into the
context that how this company apply its talent when people want to recover from the recession.
Various other aspects of internet marketing like digital media, search engine,electronic
customers relations etc. are been analysed .
SECTION 1
1.1 Elements of internet marketing
Internet marketing are the techniques of online exploration of business. Smart
Restorations limited has used the special elements of it to increase their furniture market.
Essential elements of effective internet marketing are as follows:
1) Generation of significant contents: This is the fundamental thing to be done. Creation of
contents on site using blog, post, video,e-book,podcast etc. helps the customer to reach
the things they want. To enhance any small scale business it is important to set a blog and
start writing on it for the ease of people (Constantinides and et.al., 2016).
2) Optimization: Search engine optimization is an important aspect in internet marketing.
Once the blog is created it should be optimise by the use of keywords in the blog which
the google will rank out.
3) Promotion: This is again an important factor for effective internet marketing. It is
essential to make the online blog viable to the customers using social media sites, such
as, Facebook,twitter,google plus etc.
4) Analysis: This is a process to make the optimum market. One has to evaluate that how
many people are going through the site and should consider their comments. Increase the
tasks which people do like and to cut out the others to have effective marketing.

Many other tools are also there. For example: use of real photos,provide testimonials,offer a
guarantee which are also used by Smart Restorations Limited.
1.2 Evaluation of internet marketing mix
These are the strategies which are developed to increase the sell of our products. For this
the company is using 7Ps strategy which is as follows (Madleňák and et.al., 2015):
1.) Products/services: This is to make e-product strategy. This can be done by jotting down
appropriate features , quality, ranges etc. on the website so that customer can buy a
particular product after considering everything.
2.) Prices/fees: Online uses helps to curtail many costs such as: store cost , staff costs and
hence easily reward loyal customers. By comparing prices at different stores customers
can analyse the appropriate product for them . Also many gift vouchers are also available
for them.
3.) Place/access:Internet marketing has attracted a wide range of customers from many
different countries. Anybody can order the purchases from wherever they wants. The
product delivery is important factor in this. Smart Restorations Limited take care of this
specially.
4.) Promotion:To promote online business is important task again which can be done by
placing advertisement where the potential customers generally surf.
5.) Physical evidence:This can be done using consistent communication, having great
websites, impressive rewards etc.
6.) Processes:Since the use of internet has increased, most of the staff are serving the
business online.
7.) People:It is the important factor of any online marketing network. One should analyse the
kind of customers ,their need and their efficiency to invest.
1.3 Comparison of various internet marketing tools
Internet marketing is essential for any business to sustain in this era. Various tools are
used for it according to the ease of use, relationship building capability,quick tracking,cost
effectiveness etc. (Armstrong and et.al., 2015). Below is the comparison between its various tools.
Though social media and email marketing resolve the same purpose. There is a significant
difference in between both.

Social media marketing Email marketing
Due to more traffic in using social media such
as youtube, face book, this is somewhat
cumbersome to send the messages.
Email list can be easily segmented and hence
ensures that right message is deliver to the
right person.
As over a particular product or services many
people can blog at a time , therefore, it is easy
to get the feedback .
It delivers only one kind of response.
Nothing is there to check the number of times
somebody has viewed a particular project.
It consists of number. One can check the
number of times somebody has got through a
particular message.

Search engine marketing:It is the most effective way to grow any business. This is a process to
make the website visible on search engine result page so as to increase its visibility. This can be
done by purchasing ads on search engine. Smart Restorations Limited has also used this
procedure (Harding and et.al., 2016).
Pay per click advertising:It is a process by which advertiser can display the ads when the user are
buying things online. For this , the advertiser pays fee each time when the ad is being clicked. It
is a way to make the site visible to more and more customers.
1.4 Examination of interactive order processing
This is a process of e-commerce to provides the customers with the online services
consists of the steps to be followed to place any order. To place any order firstly the customers
has to log into the website (Lanz and et.al., 2015). Then customer search a particular product after
considering all its features along with the price of it. Once selected the next steps are as follows:
1. To set up an internet merchant account. The customer has to give a complete detail of his
address along with the contact detail so as to have a delivery. Customer also has to
confirm the same. If the customer is new he has to do this and once they are been
registered they need not have to type their address again and again.
2. After this the customer has to choose the mode of payment which may be debit card,
credit card, net banking or cash on delivery. The merchant has to choose the same
accordingly.
3. The funds are approved or not, this will appear on screen and if they are approved the
order confirmation appears on customer screen.
4. Then as in the login information email id detail is given , the respective company send
the mail of order confirmation along with the details of the time to deliver the same.
5. Finally the order will get deliver to the respective address.
6. Customer has to give their post deliver feedback along with the signature.

SECTION 2
2.1 Mechanism of search engine marketing
It is a tool for internet marketing. A process of increasing the viability of the websites for
the customers by making it more visible in search engine result pages with the help of paid
advertisement is known as search engine marketing.
Search engine optimization is the process to maximize the number of visitors by ensuring
that the site is at the top on the list given by search engine (Ledford, 2015).
It is a kind of paid search engine marketing as the company advertise by paying each time the
customer click on ad or as and when the company ad is being displayed.
Landing page is a page which is created for advertising the website. It serves as the entry page
or initiative page of any website which appears when search engine advertisement is clicked.
Geo targeting is a kind of geo marketing which determines the location of visitor and deliver
them with different contents based on the place where they resides. Foe example: Google
Adwords which can be defined as the service provided by the google to all the businesses who
wants to advertise on google. They want people to set the budget and pay only when the
customer click on it. Likewise Opt-in email service is also there , when someone is given the
option to receive email, also called as spam.
Email marketing is a kind of marketing using emails. Mails are being send to the customers to let
them know about the products and services.
2.2 Opt-in email marketing newsletter
It is the procedure by which someone is given the option to receive the mail from the company
so as to promote its business (Pan, 2015). The sample of this is shown here.

SMART RESTORATIONS LIMITED,UK
HAPPY DAYS
BEST DEALS OF THE MONTH
From 7 TO 8 pm every wednesday and saturday along with attractive offers!!
If wants to remain updated , please click on the subscribe button below....
The mail can contain such kind of format as depicted above. This is done to grab the attention
of more number of customers. Discount schemes are among the ways to bind the customers.
Looking at such kind of presentation it becomes easy for the customers to understand
prevailing marketing schemes. In this way a company can promote business by giving
advertisement like this.
2.3 Guidelines for best practice in online public relations and how to follow the same for digital
marketing communications
It is important for every organisation to maintain good relations with the customers so as to
increase the sell and hence the overall productivity. Online practices employees the use of
online services like email discussion groups and chats , file transfers etc. The organisation, the
system being used and the user are the important aspects which shapes the online public
relations (Moran and et.al., 2014). To build a relationship one needs awareness , learning and
subscribe
Free lounge chair along with one sofa set
And many more discounts

interaction with the technologies. For this one should find out the expectation and attitude of
customers towards the company by doing research over it. This can be done by tracking the
continuous feedback of the customers. This can help company to curtail out the things which
leads to its value deterioration and to enhance the qualities which customers really do like.
Tracking the tweet response, facebook chats etc can help the company to tie a knot with
customers.
The same is being followed for the digital marketing communication to have a talk with the
customers about the quality of the products required by them. In digital media marketing,
emails are also used as a source to connect to the customers . Getting there feedback via mail
helps them to know the needs of customers to keep them satiated.
2.4 Use of new digital media communities such as file sharing sites, instant
messaging,chatrooms,discussion groups,blogs etc. by Smart Restorations Limited
In the era of competition one should have a knowledge of new technologies . These
advancement can help to beat the rivals of the industry. This is one of the rapid involving field
as everyone is accessible to the internet (Bianchi and et.al., 2016) . To survive in this environment
the Smart Restorations Limited also has to use the same procedures to meet the demand of
competition to satisfy the customers as already done. The company can set a blog and star
writing into it so as to grab the eyes of online users. The company is using this already to
promote the business. Company can start online chatrooms with free registration to interact with
the customers and hence getting view from them about the furniture already sold out.
Discussion group can be created so that drawbacks can be removed completely and quality can
be enhanced. Instant messaging is one of the way to keep the customers satisfied. When they
get reply on time they can realise the value of company in a better way. Again the company can
make the use of file sharing sites to promote their business. This can be done by sharing the
advertisement wherever possible.
In this way the company can use new digital media communities.
Section 3
3.1 Secondary market research to gather data on customers online shopping behaviour
For every company survey is necessary to know the prevailing market conditions and to deal

with them in such a manner so as to get the maximum sell of the products. Primary market
research can be done by interacting with the people and getting view form them. Similary ,
secondary market research can also be conducted in which the information can be collected by
using sources from outside such as government industry, trade association,labour union, media
sources etc.(Rangan , 2017). Data on customers online shopping behaviour can be gathered using
quantitative method which are as follows:
 data on customer refund frequency
 sales figure
 sales of particular productivity
 online quest
Qualitative analysis can also be helpful to improve the quality of products according to
customer satisfaction by getting their views.
AIDA model can also help,which can be described as attention to the website, interest taken by
the customers in website, desire to buy a particular product and their action on it.
In this way marketing manager can direct the employees of the company to do the particular
task to achieve the quality products according to the need of customers.
3.2 Online survey design to collect data on ' what encourages shoppers to buy online'
Online survey about the shoppers can be done by using google doc,survey monkey,social media
platform etc. in the form of questionnaire (Armstrong and et.al., 2015). Customer can respond to it
online by giving their opinion. Given below is an example of the survey done.
Questionnaire
1.) Are you satisfied with the quality of products?
A strongly agreed
B agreed
C disagree
D strongly disagree
2.) Is the product been delivered to you on time?
A yes

B no
3.) Are you satisfied with the pricing policies of the company?
A strongly satisfied
B satisfied
C dissatisfied
D strongly dissatisfied
4.) Are the discount schemes match your expectation?
A yes
b no
5.) Is the payment procedure viable to you?
A yes
b no
so , these are the ways which can give us a picture about the customer satisfaction. If the figure
is positive this means online shopping encourages customer to buy the products.
3.3 Use of electronic customer relationship marketing to manage and analyse customer
interactions
Covered in poster
4.1 An outline for an internet marketing plan for Smart Restorations Limited
As discussed earlier in this era of continuous advancement , it is the requirement of every
company to have a internet marketing plan. As a marketing leader the plan for Smart
Restorations limited is discussed below. To advance with it, first the company has to create a
content of the same on website, social media etc. regarding the types and the qualities of
furniture the company is having along with its price. If any discount scheme is attached to it
then it should also be mentioned. The company has to make a blog on net and should start
writing on it so that customers pay more attention over it. In this way they can elaborate the

range of their marketing. They have to promote the same using social sites like youtube,
facebook etc. which makes more number of people being aware of it. This ultimately increases
the sell of the company. Also continuous with the customers using internet helps the company
to have healthy relations with the customers. By this the company get to know which product is
less in demand and hence curtail its production. Company will proceed to make only those
products which the customers are really liking. This way a company can plan internet marketing
strategy to enhance its sell (Chaffey and et.al., 2016).Company has planned to install chatrooms ,
discussion rooms, google docs in order to have a instant chat with the customers to get their
feedback. This helps company to market more number of customers . Since, internet marketing
is viable everywhere the range of network also get increased to explore the business.
4.2 Note on pay per click advertising
Covered in ppt
CONCLUSION
From the above report , it can be depicted that internet marketing is an important tool for any
organisation to promote its business. Implementing this leads the customers to avail the
shopping advantage from everywhere. Using social media, pay per click advertisement, search
engine optimisation, opt-in email , electronic customer and company interactions , one can
achieve their respective target efficiently. This way internet marketing helps to increase overall
turnover.

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