Internet Marketing Mix and Strategies

This assignment delves into the significance of internet marketing as a critical tool for businesses. It examines the application of the 7Ps marketing mix framework in an online context, analyzing its various elements like product, price, place, promotion, people, process, and physical evidence. The assignment also explores ethical considerations surrounding internet marketing practices and discusses future trends shaping this dynamic field.

Internet Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The elements of internet marketing..................................................................................1
1.2 Evaluating the internet marketing mix.............................................................................2
1.3 Comparing internet marketing tools e-tools.....................................................................3
1.4 Examining the interactive order processing.....................................................................4
2.1 The mechanics of search engine marketing (SEM)..........................................................5
2.2 Suitable opt in email marketing newsletter......................................................................5
2.3 Guidelines for the best practice in online public relations...............................................6
2.4 Use of new digital media communities............................................................................6
3.1 Secondary market research...............................................................................................7
3.2 Designing an online survey..............................................................................................7
3.3 The use of electronic customer relationship marketing....................................................8
4.1 Internet marketing plan.....................................................................................................9
4.2 Presentation on pay per click advertising.........................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Internet marketing is also known as online marketing which refers to advertising and
other marketing in which organization use the websites and email to drive the direct sales
through electronic commerce. Moreover, Internet marketing is also known as sales generated
through websites and emails (Cowburn and Boxer, 2007). The present report is developed on
case scenario of Eastern Airways, which is British airline company based in UK. This airline
company operates scheduled domestic and international airline services and private charter
services with around 800,000 travelers a year. The present report will help in understanding the
marketing through internet, promoting through digital marketing communication by producing
market research to support customer relationship management and developing the internet
marketing plan.
TASK 1
1.1 The elements of internet marketing
The elements of internet marketing which can be used by Eastern Airways are as follows, Digital Marketing: Digital marketing is promoting brands and products through more
than one form of electronic media. For instance, Eastern airways can use it for advertising
a business which includes promotional activities through internet, social media, mobile
apps, and electronic bill boards etc. Also, by using digital, television and radio channels.
It is a wide area of targeted, measurable and interactive marketing of services and
products by the use of digital technologies to achieve and convert potential leads in to
customers and retain those customers (Becherer and Halstead, 2004). E-commerce: E-commerce is a mean in which commercial transactions are conducted
through internet. E-commerce involves buying and selling of products and services
through consumers and businesses by electronic medium without using paper documents.
Thus, any transaction which involves electronic channel can be considered as e-
commerce (Baloglu and Pekcan, 2006). E-commerce can be divided into three categories,
such as, B2B (Business to Business), B2C (Business to Consumer) and C2C (Consumer
to Consumer). Eastern airways can use this element for ticket booking.
 E-business: E-business is mean by which the business carries out all their transactions by
using the internet. E-business is completely different from e-commerce, through e-
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business, Eastern Airways can conduct all their day to day business activities on the
internet and other electronic networks like electronic data interchange. E-business
involves collaboration with distribution for sales promotions, interacting with consumers
and research with business partners etc. (Hanlon, 2015).
1.2 Evaluating the internet marketing mix
The factors of internet marketing mix of Eastern Airways are as follows, E-Product: Product is first and important factor of e-marketing mix which includes the
research and investigation of potential customer's requirement which is developed to
satisfy their need. Thus, Eastern airways can ensure that it becomes easy for the
consumer to book ticket and they all get detailed information regarding the flight (Litvin,
Blose and Laird, 2005). E-Price: The next important element of e-marketing mix is price, which is the only factor
to generate the revenue for Eastern Airways. However, as per price factor Eastern
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Illustration 1: Internet Marketing Mix 7P's
(Source: 7P's Of Online Marketing, 2015)

Airways can maintain the air fare by comparing with the competitor’s price. Competitive
air fare will help the organization in attracting the customers. E-Place: Basically, the place is referred to organization where it chooses to provide the
services. However, Eastern airways can provide the flight services to all the domestic and
international destinations where most of the passengers frequently travel. E-Promotion: Furthermore, with regard to this factor Eastern Airways should promote
and advertise its airline services and fares to attract more number of customers. In
promotional activities, cited firm can undertake any promotional activities to generate
sales and revenue (Shih, Chen and Chen, 2013). E-People: According to this factor, Eastern Airways can focus on small business class
passengers, middle class families and travelers who frequently travel on short distance
etc. Thus, Eastern airways should provide effective online support to these customers. E-Process: The e-process in Eastern airways depicts the methods and procedures which it
utilizes to operate all the marketing functions. These processes in cited firm are travel
service development, promotion activities for the services, sales and customer support to
the passengers etc. (Weinberg, 2009).
 E-Physical evidence: This factor depicts the effective brand image of Eastern airways on
internet. Through this, the company can efficiently attract the customers. Thus, to
improve the online physical evidence of Eastern Airways firm can increase promotional
activities and provide attractive offers to its customers.
1.3 Comparing internet marketing tools e-tools
The internet marketing tools are basically the promotional strategy, product development
and actions which Eastern Airways can utilize for developing and promoting of its services. The
internet marketing tools are as follows, Search Engine Optimization (SEO): Search engine optimization is the process of
increasing number of visitors on the website by making sure that website appears on top
of the list of search engine. The major search engines are Google, Yahoo and Bing which
provides primary search results with web page and other important content (Wang,
Hwang and Fesenmaier, 2006). Through the use of SEO as internet marketing tool,
Eastern airways can create better and user friendly website because SEO not only about
search engine but it is more focused on users. Apart from this, SEO helps the cited firm
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in searching new customers to grow the business, explores new markets, increase brand
awareness by better ranking, build up a dedicated customer base and helps in reducing
the competition and is available 24X7 for the customers (Taylor and England, 2006).
Thus, by using SEO Eastern Airways can increase the sales and profitability of the
organization.
 Pay per Click Advertisement (PPC): Pay per click is an online advertisement model used
by the business in which advertise displays the ads for the services and products when
people search the things online through relevant keywords. The advertiser is online
charged when user clicks on the advertisement (Brookins, 2015). PPC is a cost effective
method for Eastern Airways and the firm only have to pay when interested person click
on the advertisement which enables to reach target customers at correct time. Moreover,
PPC gives instant response to the user which informs the other marketing channels as
well.
1.4 Examining the interactive order processing
Eastern Airways can provide online ticket booking facility to domestic and international
customers. Thus, for these online bookings cited firm allows interactive order processing. The
factors involved in interactive order processing is as follows, Choosing a supplier: With regards to this factor, customer chose the suppliers who are
providing the best suitable offer for their travel need and have effective brand image.
However, Eastern Airways can provide best air ticket offers to attract customers. Selecting a product: In the next step, customer selects the offer by comparing with other
company's offers and prices. Check of availability: After selecting the offer, customer check the availability of the
service on the given date and time (Jones, 2008). Placing order: Furthermore, customer places the order to its supplier after analyzing all
the offers and suitability of the service. Authorization of payments: A payment authorization allows Eastern Airways to charge
the payment method multiple times based on the prior authorization (Racine, van Der
Loos and Illes, 2007). Data transfer: Further, the cited organization transfers the data for booking in to the sales
and operations department.
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 Order processing: After data processing order is processed for ticket booking. Online confirmation and delivery information: Further, when order is processed,
Eastern Airways gives confirmation to the customer for booking and provide all the
details regarding flight schedule and other services. Tracking of order: After getting the confirmation, customer can track the order through
the website with the help of order no. or receipt. Delivery: The service is provided on the scheduled date and time to customer.
 Data integrity and security systems: The data integrity and security systems ensure that
effective services are provided to customers and customer is satisfied with the services.
2.1 The mechanics of search engine marketing (SEM)
Search engine marketing is a sort of internet marketing which can be used by Eastern
Airways; it includes the promotion of websites by increasing the visibility in search engine result
pages by paid advertisements. SEM also incorporates with search engine optimization to adjust
and rewrite the website content to achieve the top ranking search engine results. By using search
engine marketing Eastern Airways can increase sales and profitability and achieve the goals and
objectives of the organization (Fritz, 2013). On SEM, the people who are seeing the
advertisement are actively searching for the indicated keywords. For instance, if some person is
searching for online air ticket booking than, search engine marketing will display all the
advertisement with these keywords. This helps in identifying the potential customers. At present,
search engine marketing is the most popular medium from the information perspective.
However, there are some drawbacks of the search engine marketing. It is expensive and
provides poor returns as compare to advertisement expenditure. Sometimes, SEM creates non
relevant web traffic. Moreover, if Eastern Airways stop spending on SEM than search engine
coverage can completely disappear.
2.2 Suitable opt in email marketing newsletter
Dear Customers,
Please accept our sincerest “Thanks and Gratitude” for your kind association with us
throughout the year. We are truly privileged to provide you the best travel and hospitality
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services to make your journey comfortable. We appreciate your loyalty and ensure that luxury
travel facility would be provided in the future as well. Thus, we are providing special offer to
our valued customers by allowing 20% discount on domestic and international air tickets. This
offer is valid till 10th January 2016.
Again, thanks for your loyalty with our airlines!!
Enjoy flying with us.
2.3 Guidelines for the best practice in online public relations
Public relations are the way through which Eastern Airways and other executives of the
organization communicate with public and media. Mostly, public relationship executive of
Eastern Airways communicates with targeted customers directly and indirectly by media with an
aim to create and maintain a positive brand image and develop a strong relationship with the
potential customers (Palmer, 2005). Moreover, the online public relationship activities of Eastern
Airways is closely associated to improve results through digital marketing communication
techniques such as, social media, SEO, partnership marketing and viral marketing. The online
public relations are preferable to boost sales and revenue of the cited firm. The online public
relations help in generating sales and revenue for the organization. However, the online public
relation is very difficult to maintain. Through online, public relation cited firm continues sends
news letters to the customers (Elliot and Boshoff, 2005). The online public relations can be
maintained by Eastern Airways through online chat, social media site, customer care website and
email etc.
2.4 Use of new digital media communities
The digital media communities provide platform by which members interact and
communicate with each other by using internet. Moreover, it is a group of people who are having
common interests and who use the emails, instant messaging, web sites and social media sites to
communicate and work together (Filo and Funk, 2005). Through the use of internet, Eastern
Airways can communicate with customers by interactivity, instant messaging, blogs, chat rooms
and other portals such as, Yahoo, Google, Facebook, Twitter, Instagram, etc. Moreover, the cited
firm can also share corporate videos and pictures with the customers through YouTube, Flickr,
and Twitter etc. Eastern Airways can use these digital media communities to increase brand
awareness and to communicate with the customers (Salant and Santry, 2006). By using these
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communication channels, cited firm can attract more number of customers and increase sales and
profitability of the organization. In today's competitive environment, digital media communities
are most effective mediums to conduct promotional activities. The large number of people is
connected through the internet in current times. Thus, by using new digital media communities
can be beneficial in increasing the sales and revenue of Eastern Airways.
3.1 Secondary market research
Eastern Airways can conduct secondary market research by collecting information from
reports and research papers of government agencies and other businesses in the industry to
increase customer satisfaction. Thus, the cited firm can analyze reports of published surveys,
books and journals. By analyzing the data from published surveys, books and journals, cited
company can identify the needs and demands of the people and improve services accordingly.
Improvement in services will not only satisfy desires of customers but it would be beneficial in
retaining customers (Aziz and Yasin, 2004). Moreover, with the help of secondary market
research, Eastern Airways can also ensure the effective customer support services. The
secondary research data provides information for quantitative and qualitative data. Thus, by the
help of secondary market research, Eastern Airways can fulfill needs of customers and increase
customer satisfaction which will also increase the sales and revenue of the organization.
3.2 Designing an online survey
The online survey of Eastern Airways will be published on survey monkey.com website
with sample size of 1000 customers (Cowburn and Boxer, 2007). The online customer
satisfaction survey questionnaire designed Eastern Airways is as follows,
Name:
Age:
Contact Number:
1. In your customer service experience, how did you contact our representative?
 Internet
 By telephone
 In Person
 Other, Please specify______________________
2. Sufficient information is available on internet regarding airfare and other travel
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services?
 Agree
 Disagree
 Neutral
3. How long did you wait to speak with customer care executive?
 Taken care immediately
 within 5 minutes
 More than 10 minutes
4. Did your representative was able to identify the problem?
 Quickly identified the issue
 Appeared knowledgeable and competent
 Handled issues with professionalism and courtesy.
5. How many times do you contact the customer support service before the problem
was resolved?
 Once
 Twice
 More than three times
6. How satisfied you are from the customer service experience of Eastern Airways?
 Satisfied
 Dissatisfied
 Neutral
7. If not satisfied, then what could be done to serve you better in future?
 _____________________________________________________________________.
DATE:
3.3 The use of electronic customer relationship marketing
The use of customer relationship marketing is essential for the organizations like Eastern
Airways who utilizes the internet in day to day functions of the business. The eastern Airways
focus on creating customer loyalty and secure lifetime system through relationship marketing.
The electronic customer relationship marketing is essence of business which connects the
customer to brand personally and emotionally (Fritz, 2013). Cited firm delivers this connection
by providing effective and quality travel services to its customers which helps in meeting the
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expectations of customers. There are several benefits of electronic customer relationship
marketing. For instance, the loyal customers of Eastern Airways will help in expanding the
business by recommending the services to their friends and family and they will try new services
effectively because they are brand loyal. With regards to electronic customer relationship
marketing, cited firm can take feedback and suggestions from customer and improve the services
(Hayter, 2012). Moreover, the customers support the innovation and identify the gaps in market
which help in expanding the business.
4.1 Internet marketing plan
The internet marketing plan of Eastern Airways will be developed by doing situational
analysis. Situational analysis will assist in analyzing the internal and external environment of the
business for understanding the capabilities, customers and business environment. Furthermore,
the key elements of performance indicator of internet marketing will be considered through cited
firms churn rates, click through rates etc. The SWOT analysis is essential in order to create an
effective internet marketing plan. SWOT analysis will help in understanding the Strengths,
weaknesses, opportunities and threats available for the Eastern airways (Palmer, 2005). Internet
marketing plan for Eastern Airways can increase brand recognition which will generate more
business and increase the sales and profitability of the organization. Internet marketing plan
provide marketing opportunities through emails, social media websites, blogs and instant
messaging tools etc. after developing the promotional activities on cited firm can set goals and
objectives a (Shaw, Blanning and Whinston, 2012). With regards to internet marketing plan,
eastern Airways can also use pay per click advertisement and search engine optimization.
4.2 Presentation on pay per click advertising
Covered in PPT
CONCLUSION
In today's competitive and technological environment, internet marketing is playing
significant role in businesses in order to increase sales and profitability. Internet marketing
enhances the brand recognition and brand awareness about the product and services by using
social media, blogs and other digital marketing channels. The important element of internet
marketing tool is search engine optimization and pay per click advertisement. Hence, it has been
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concluded in this report that internet marketing is essential in order to increase the sales and
profitability of the organization and to gain the competitive advantage.
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REFERENCES
Books and Journals
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Internet food marketing: a review of the extent and type of food advertising. Public
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Elliot, R. and Boshoff, C., 2005. The influence of organisational factors in small tourism
businesses on the success of Internet marketing. Management Dynamics: Journal of the
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Filo, K. and Funk, D.C., 2005. Congruence between attractive product features and virtual
content delivery for internet marketing communication.Sport Marketing Quarterly. 14(2).
pp.112-122.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Hayter, A., 2012. Probability and statistics for engineers and scientists. Cengage Learning.
Jones, K.B., 2008. Search Engine Optimization: Your visual blueprint for effective Internet
marketing (Vol. 22). John Wiley & Sons.
Litvin, S.W., Blose, J.E. and Laird, S.T., 2005. Tourists’ use of restaurant webpages: Is the
internet a critical marketing tool?. Journal of Vacation Marketing. 11(2). pp.155-161.
Palmer, D.E., 2005. Pop-ups, cookies, and spam: Toward a deeper analysis of the ethical
significance of Internet marketing practices. Journal of business ethics. 58(1-3). pp.271-
280.
Racine, E., van Der Loos, H.A. and Illes, J., 2007. Internet marketing of neuroproducts: New
practices and healthcare policy challenges. Cambridge Quarterly of Healthcare Ethics.
16(02). pp.181-194.
Salant, T. and Santry, H.P., 2006. Internet marketing of bariatric surgery: Contemporary trends
in the medicalization of obesity. Social Science & Medicine. 62(10). pp.2445-2457.
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