Internet Marketing Strategies and Techniques

The assignment discusses the importance of internet marketing in driving traffic to an advertiser's website. It highlights different techniques such as banner advertisements, pay per click (PPC), and targeted email lists that are often used in internet marketing. The study also references various books and journals on the topic, including 'Internet-Marketing und Electronic Commerce' by Fritz and 'Usage, barriers and measurement of social media marketing' by Michaelidou et al.

INTERNET
MARKETING
BUSINESS

Table of Contents
INTRODUCTION ..........................................................................................................................1
P1) The role internet marketing within a modern marketing context.........................................1
P2) Tesco use internet marketing ...............................................................................................2
P3) Benefits for using internet marketing for customers............................................................3
P4) Benefits and opportunities of using internet within marketing mix ....................................4
P5) Internet marketing has made a selected business more efficient, effective and successful..5
P6-Challenges of globalisation facing a selected business when using the internet as
marketing tool.............................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Internet marketing specialists help businesses promote their business using online
strategies. This can include email marketing, social media, search engine optimization (SEO),
and more. The internet marketing specialist might act as a consultant, identifying strategies,
setting up systems, and then turning over the actual marketing tactics to the business. Or he
might be hired to implement and manage the Internet marketing plan on-going. Marketing efforts
done solely over the Internet. It is the third largest retailer in the world measured by products and
second-largest retailer in the world measured by revenues (Chen, 2011). It has stores in 12
countries across Asia, Europe and North America and is the grocery market leader in the UK
(where it has a market share of around 30%), the Republic of Ireland, Malaysia, and Thailand.
TASK1
P1) The role internet marketing within a modern marketing context.
Internet marketing
Online advertising, also called Internet advertising, uses the Internet to deliver promotional
marketing messages to consumers. It includes email marketing, search engine marketing, social
media marketing, and many types of display advertising. You can also stream it on your mobile.
B2C marketing
B2C simply stands for business-to-consumer. B2C is an e-commerce business in which the
exchange of goods and services is conducted between businesses and consumers through the
Internet.
B2B marketing
B2B marketing is a short form of business to business marketing. It can be defined as a
marketing technique where a business outsources another business to do its marketing for them.
The marketers must consider factors such as the target group, the product/service and pricing
among other considerations ( Christodoulides, 2011).
C2C marketing
C2C stands for customer to customer. C2C transactions generally involve products sold through
a classified or auction system. Products sold are often used or second hand. For example,
Gumtree often sell second hand products and are able to sell them through other customers
which links to the term ‘customer to customer.
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However, companies like Tesco are a b2c marketing modem, this means they have products and
are able to sell them to the customers. Tesco and Easyjet. In this report be introducing the unit of
internet marketing, define what internet marketing is about and the role of internet marketing.
Also it will provide a section on which ways internet marketing is used. This report will also
include information on how customers can benefit from the online services and the online
business itself.
The Role of Internet Marketing:
The internet marketing introduces the products and services online. Businesses that aim
for profit intend to market their products through the internet because it's a beneficial way of
increasing the organisation's profit, sells and also increases the number of their customers.
Marketing in the business world is about finding out what customers want and expect from the
business, therefore it is important to provide the best and easiest way to operate the business
(Michaelidou, 2011).
P2) Tesco use internet marketing
The Internet has been the content in large numbers satisfying the business providing great
opportunities to become successful. There are numerous millionaires who know the concept of
internet marketing; others gain success and popularity by creating numerous jobs. This is the
region why today people take an interest in an online marketing process.
It is most widely used marketing and cost effective mode to attract the customer to the business
product or service. The benefit of this marketing strategy saves time, money and reach to the
audience within no time. Firstly it allows a business to identify the needs and wants of customers
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which will then allow them to design their products that will fulfil the customers needs.
Therefore it will have an impact on the businesses reputation and profitability.
For example at Tesco they have a blog where customers are able to add comments into an
open conversation about the products and promotions that are being provided at Tesco. Through
this Tesco will be able to take suggestions from customers about the new products that they
should invest into. They could also take feedback from the customers about the service and
product that they are providing and find ways of improving and developing the business.
Internet marketing is cost effective as businesses will not have to worry about any travel,
postage, printing or any other costs and it is cheaper compared to traditional marketing. At Tesco
internet marketing is their main method of promotion this is because they are a click business
and they operate from online (Leung, 2015).
Internet Marketing can be easily measured. The business will be able to identify how
much demand there is for the product in the market. This can be done by the business monitoring
how many people are visiting the website. At Tesco they can measure the businesses
performance by monitoring the number of visits and sales are made on the website.
TASK 2
P3) Benefits for using internet marketing for customers.
Internet marketing is important because it aligns with the way consumers make
purchasing decisions. Studies by analysts such as Gartner indicate that increasing numbers of
consumers use social media and research on mobile Internet to carry out preliminary product and
price research before making final decisions. There are many advantages the customers have
when they do their shopping online such as:
Cheaper and More Flexible
If the customers do their shopping online from this they save the travel cost and less time; if we
go to the shopping we have to look around for the product we want to buy but online it’s just one
click of a button. If we look at the Tesco website it's very straight forward and eye catching the
customer who doesn't know who to use a computer would be easily use the website for their
shopping (Siamagka, 2011).
24/7 Presence
We also don’t have to worry about the timing of a shop closing, putting notes outside the door
for customers and also no worries about bank holidays. This way the customer won’t be getting
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disappointed at the end because we can visit the Tesco website any time we are free and do the
shopping. If the customer wants to ask any question they can ask online and get the answer back
same day too.
Share Experience
Many people have complains about the service they use sometime and they want to share their
opinion to other people or member of the staff so they won’t experience that again. On Tesco
website the customer can complain and comment on the things they like or dislike.
Customers can compare online
One of the greatest advantages for the customer is that they can compare products or services
they wish to purchase from the comfort of their own homes. Instead of visiting a number of
different retail outlets, the user simply has to open different window tabs to compare prices or
features of the product/service they wish to purchase. Many retailing websites offer the facility
where different products they sell can now be easily compared. There is also price comparison
websites that customers can use to get the best possible price for their products (Chen, 2011).
P4) Benefits and opportunities of using internet within marketing mix
In this blog, I will be describing the benefits and opportunities of the business Tesco
using Internet marketing within their marketing mix. Internet marketing has many opportunities
that will benefit a business for example it can help businesses to reach a wider audience, to
reduce overhead cost of the business and to expand the company.
Personalisation - Products & Physical Evidence:
Having customers to personalise their products will create customers to buy the product they
personalised with no hesitation, Tesco must let customers view product reviews, which shows 5
star ratings from other existing customers who purchased that same product.
Competition and Branding – Physical Evidence and Promotion The benefits of branding for
Tesco is that it creates are awareness to its customers on who they are, what they offer to the
customers and how the business makes the customers feel. It’s about company trustworthiness
and the capability to compete with main rivals such as Tesco and Nike. Tesco needs to stand out
to be the top company amongst its rivals Sainsbury and Aldi who both battle to be in first and
second place in the rankings (Christodoulides, 2011).
Price – Dynamic Pricing The benefit of price for Tesco customers is that it can create ease and
simplicity for their customers.
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Place – Search Engine Optimisation (SEO) and social media The key and most important benefit
of Tesco establishing and creating their business online and using also (SEO) will reduce cost; it
will be less time consuming and create simple access for online customers to search engines and
social media.
Disintermediation – Price, Process
Disintermediation should be done by Puma, as they are a German international clothing retailer;
they need to do their job correctly by packing the products and then shipping them to different
countries around the world so that time and money spent will be less (Salehi, 2012).
P5) Internet marketing has made a selected business more efficient, effective and successful.
Opportunities for business efficiency
The increasing availability of the web gives Tesco all kinds of opportunities to speed up
their interaction with both suppliers and customers. This can lead to a number of efficiencies
Supply chain efficiencies
A business will always be both a buyer and a seller, buying products from other
businesses , buying product from others and selling to others or private consumers. A company
like Tesco has to buy the materials it used before it can sell finished products. For business
working with supply chain creates smother faster ways of dealing with the firms they regularly
buy from. Many people across Tesco are engaged in supply-chain activates, this involves
delivering sales or services to consumers, sipping product, negotiating wit suppliers, trade
partners, managing inventory tracking orders and any other tasks. The internet offers to Tesco a
chance to manage the supply chain, speed up suppliers and integrate businesses along the chain
Opportunities to increase sales from existing customers
Businesses that adopt internet marketing strategy do so because they can see the
opportunities either to improve sales with in the marketers they already serve or to enter
complete new markets. As internet penetration increases and more business uses online strategy
the web will become the accepted method for marketers.
Opportunities to monitor competitor activity
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Tesco must constantly monitor their competitors so that they can follow the strategy and
objectives that will enable them to stay competitive. In an increasingly global business
competitors come from anywhere. Tesco main competitor is Sainsbury.
P6-Challenges of globalisation facing a selected business when using the internet as marketing
tool.
Wile the internet offers marketing benefits and opportunities it also throws up many
challenges generated by an increasingly global marketplace. These challenges have to be
prepared for. Businesses such as Tesco must go through the challenge of facing potential threats
online on the internet
The first challenge Tesco is facing is that they can`t communicate with the customer directly.
Most of communication will be done through internet.
Payment Security
The internet offers the chance to use direct channel of supply to clients or customers this process
is known as disintermediation in the tendency to cut out the middle man
Customers are often concerned about purchasing products from the internet customers often here
stories of hackers scammers and therefore reluctant to give credit or debit card details online it is
a management policy how payments are taken how to reassure potential customers that it is safe
purchasing products online with that business
Meeting Customer expectation
The internet continues to raise customer expectations and this is a challenge to all online
business. The 24/7 availability and convenience of the internet has been reinforced wit increased
personalisation and price transparency. More importantly customers are starting to expect higher
levels of reliability, responsiveness, convenience and speed-speed in terms of time taken in
visiting the website and in delivery of items once the order has been placed.
Merchandise is becoming available in mass customisation as it enables customers to enter
personal measurements online before ordering or to configure their machine such as a computer
when their order it. The challenge for online marketers is to anticipate and understand what
customers’ expectation will be whatever the market context.
24-hours service online
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A website is available 24 hours a day, seven days a week. For service business this offer high
advantages as clients with internet access can use the service any time, anywhere. Tesco
customer service is available 24/7 the challenge is that the website can crash.
CONCLUSION
From the above study it can be concluded that Internet marketing uses various online
advertisements to drive traffic to an advertiser's website. Banner advertisements, pay per click
(PPC), and targeted email lists are often methods used in Internet marketing to bring the most
value to the advertiser. Tesco PLC is a multinational grocery generational merchandise retailer
headquartered in Chestnut, Hertfordshire, England, United Kingdom.
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REFERENCES
Books and Journals
Chen, K.C., 2011. Text mining e-complaints data from e-auction store with implications for
internet marketing research. Journal of Business & Economics Research (JBER),
7(5).Sharma, A., 2011. Take-off of online marketing: casting the next generation
strategies. Business Strategy Series. 12(4). pp.202-208.
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons. 54(6). pp.509-514.
Ducournau, P. and et. al., 2011. Direct-to-consumer genetic testing through Internet: marketing,
ethical and social issues. Medecine sciences: M/S. 27(1). pp.95-102.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Leung, X.Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a
review and journal preferences. International Journal of Contemporary Hospitality
Management. 27(7). pp.1556-1572.
Michaelidou, N., Siamagka, N.T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management. 40(7). pp.1153-1159.
Roberts, M.L. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Salehi, M. and et. al., 2012. Dissimilarity of E-marketing VS traditional marketing. International
journal of academic research in business and social sciences. 2(1). p.510.
Sin Tan, K., Chong, S.C. and Lin, B., 2013. Intention to use internet marketing: A comparative
study between Malaysians and South Koreans. Kybernetes. 42(6). pp.888-905.
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.
Online
Top 10 Advantages of Internet Marketing in 2017. 2017. [Online]. Available through:
<http://www.digitalvidya.com/blog/advantages-of-internet-marketing/>. [Accessed on
17th July 2017]
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