Report on Aspects of Internet Marketing - Smart Restoration Limited

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1.1 Elements of Internet Marketing........................................................................................3
1.2 Evaluation of Internet Marketing Mix..............................................................................6
1.3 Comparison of internet marketing tools...........................................................................7
1.4 Use of Interactive order processing................................................................................11
PART 2..........................................................................................................................................13
2.1 Mechanism of Search Engine Marketing.......................................................................13
2.2 Copy for opt-in email marketing newsletter...................................................................14
2.3 Guidelines for best practice of online public relations...................................................14
2.4 Use of new digital media communities..........................................................................16
PART 3..........................................................................................................................................17
3.1 Secondary market research for gathering data on consumer's shopping behaviour.......17
3.2 Online survey for data collection...................................................................................20
3.3 Covered in Poster...........................................................................................................24
4.1 Internet marketing plan for Smart Restoration Limited.................................................24
4.2 Covered in PPT...............................................................................................................25
Conclusion ....................................................................................................................................25
References......................................................................................................................................26

INTRODUCTION
In the modern era marketing has become an crucial activity for the business as without
practising it no organisational can reach to their potential customers. Marketing can be
considered as promotion of the products and services in various ways so that the basic aim
behind that products and services can be delivered to the consumer. With the help of this the
company wants to convince their consumers that they should buy this products as there are
certain advantage of it if they to do. The most advance form of marketing is internet marketing
which has helped organisations from small to large to expand their business in the areas where
they don't have any existence (BOX, 2015). With the help of internet the marketers can reach a
large number of people in less period of time without any limitations or barriers. There are
certain small industries which cannot afford traditional marketing activities they can look for
internet marketing which is the cheapest for of advertising. This whole report will be
highlighting various aspects of internet marketing by taking the scenario of “Smart Restoration
Limited”. This is a small scale organisation which buys and sells used and refurbished office
furnitures. All the tasks in the report briefs about the tools and techniques of internet marketing
which can be used by the company to achieve their goals and objectives thus giving them a
competitive advantage over their rivals.

PART 1
1.1 Elements of Internet Marketing.
As stated by Philip Kotler marketing is the science and art of exploring, creating and
delivering value to satisfy the needs of a target market at a profit. On the other hand internet
marketing is the promotion of brands, products and services with the help of internet. After the
introduction of internet marketing activities small companies like Smart Restoration Limited has
gained momentum in their business (Chang, 2015). With the increase in the digital marketing the
revenues of such organisation has increased drastically.
There are lots of elements of internet marketing which are available to the firms and can
be used for the promotions. E-commerce, digital marketing, micro and macro factors are some of
them which can influence internet marketing.
Following are the macro and micro elements of internet of internet marketing:-
Social: Social barriers can be a contributing factor to the adoption of internet and can
avoid people from using the internet. Various Asian and African countries citizens living in rural
area lacks internet connectivity. Lack of digital literacy can also be one of the factor which can
impact the growth of internet user.
Environmental:- Internet can benefit the environment through “paperless transaction”.
For example; earlier Smart Restoration Limited was giving their ad to a magazine but now the
magazine has gone online instead of offline. Now they are accepting online advertising with the
digital issue of the magazine.
Technological:- It is the major contributor to the daily operation of an organisation. One
of the major SR limited can face is the constant variation in the technology and there might be
situation when the company might not have any resources to adopt the new one. Any poor
choices and missed opportunities can also be the result of inaccurate social media platform.
Other technology issues might be the server down and software issue.
Ethical and Legal:- They are the terms which are closely related the only difference in
them is that in ethics society is taken into the account and legal the law is includes. The
ownership of the intellectual property, the role of privacy, use of data and etc. are some of the
factors included. Data Protection & Privacy law deals with the individual's fundamental rights to

privacy. So it is the duty of SR limited to make sure that the personal information is protected by
them.
Economic: There might be variation in this factors depending on which country is
analysed. If any particular country who is suffering from the depression in the economy will
impact the business of internet marketing companies.
Micro Environment:- These are the controllable factors and includes organisation, customers,
suppliers, competitors and intermediaries. These all factors are interrelated and needs to be
analysed for the success of internet marketing plan. These can controlled through following some
steps:-
 Taking the use of marketing mix for the segmenting process. Now the SR limited is
starting to create personas more so than market segments as it allows more accurate
targeting with social media.
 Looking for the appropriate intermediaries for the organisation that will help in growth.
 In acknowledging how certain intermediaries and social media sites work in related to
each other thus giving advantage to a company in managing their operations.
Most of the organisations are following the concept of E-commerce where transaction of buying
or selling takes place online with the help of digital devices (Suki, 2015). Smart Restoration
Limited can use websites, emails, apps and social networking for the marketing purpose.
Following are some of the benefits of using internet for the marketing purposes:-
 Internet marketing is inexpensive and has reach to a larger number of people.
 With the help of internet marketing business organisation can deliver better consumer
service.
 Internet marketing brings coordination in the functions which can help them to reach
more and more number of internet users in a single time.
There are some of the elements of internet marketing that are mentioned below:-
Integration:- Marketing plan can help them in combining various elements like their
Facebook page, Google Ads and developing a website.
Organisation Restructuring:- With the internet marketing they can change their way
which they were adopting while dealing in goods. Internet is a platform which gives them
freedom to interact with various stakeholders and suppliers (Zimmerman, 2015).

Community:- Different CSR activities can be performed through online way and this
way they will contribute in the social development of the society.
There are some other elements of internet marketing referred to as COPA and are equally
useful for Smart Restoration Limited. It can be expanded as Create, Optimize, Promote and
Analyse.
Create:- To ensure that they reach more number of people through internet marketing
they have to create remarkable content. For that they have to use a language which can be
understood by common people and make their content user friendly consisting of various
graphics.
Optimize:- The content which has been created for the website or for the promotions
should consists of certain key words which ensures that search engines put their content on their
top pages. This can be termed as Search Engine Optimisation(SEO).
Promote:- Social media can be considered as a useful tool for Smart Restoration Limited
as with this they are able to reach to large internet users and can engage those users in different
promotional activities.
Analyse:-Internet gives the option of knowing the visitors number through certain
graphics which will help them in knowing what are the products or areas which are getting more
attention from the users. They can also take feedback from the users and know their
performance.
Internet has lots of elements which can be used by Smart Restoration Limited to promote
their products and services. For this they need to have knowledge of these elements and after that
should analyse which will be beneficial for them.
1.2 Evaluation of Internet Marketing Mix.
Marketing mix is referred to use of seven Ps of marketing that are Product, Price, Place,
Promotion, People, Physical Evidence and Process. All the marketing strategies are framed after
analysing these 7 Ps of marketing mix. E-commerce or internet marketing can generate lots of
revenues for organisation like Smart Restoration Limited. SRL can categorise their 7Ps in two
different parts according to the their functions which are buying & selling and delivery.
Considering buying and selling of the furniture online they can look for product, price, place and
promotion and on the other side for delivering the service they can use people, physical
evidences and process (Chang, Yu and Lu, 2015).