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Internet Marketing of Eastern Airways : Case Study

   

Added on  2020-01-23

13 Pages4035 Words199 Views
Internet Marketing

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 The elements of internet marketing..................................................................................11.2 Evaluating the internet marketing mix.............................................................................21.3 Comparing internet marketing tools e-tools.....................................................................31.4 Examining the interactive order processing.....................................................................42.1 The mechanics of search engine marketing (SEM)..........................................................52.2 Suitable opt in email marketing newsletter......................................................................52.3 Guidelines for the best practice in online public relations...............................................62.4 Use of new digital media communities............................................................................63.1 Secondary market research...............................................................................................73.2 Designing an online survey..............................................................................................73.3 The use of electronic customer relationship marketing....................................................84.1 Internet marketing plan.....................................................................................................94.2 Presentation on pay per click advertising.........................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11

INTRODUCTIONInternet marketing is also known as online marketing which refers to advertising andother marketing in which organization use the websites and email to drive the direct salesthrough electronic commerce. Moreover, Internet marketing is also known as sales generatedthrough websites and emails (Cowburn and Boxer, 2007). The present report is developed oncase scenario of Eastern Airways, which is British airline company based in UK. This airlinecompany operates scheduled domestic and international airline services and private charterservices with around 800,000 travelers a year. The present report will help in understanding themarketing through internet, promoting through digital marketing communication by producingmarket research to support customer relationship management and developing the internetmarketing plan. TASK 11.1 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 morethan one form of electronic media. For instance, Eastern airways can use it for advertisinga business which includes promotional activities through internet, social media, mobileapps, 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 andproducts by the use of digital technologies to achieve and convert potential leads in tocustomers and retain those customers (Becherer and Halstead, 2004). E-commerce: E-commerce is a mean in which commercial transactions are conductedthrough internet. E-commerce involves buying and selling of products and servicesthrough 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 (Consumerto 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 byusing the internet. E-business is completely different from e-commerce, through e-1

business, Eastern Airways can conduct all their day to day business activities on theinternet and other electronic networks like electronic data interchange. E-businessinvolves collaboration with distribution for sales promotions, interacting with consumersand research with business partners etc. (Hanlon, 2015).1.2 Evaluating the internet marketing mixThe 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 theresearch and investigation of potential customer's requirement which is developed tosatisfy their need. Thus, Eastern airways can ensure that it becomes easy for theconsumer 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 factorto generate the revenue for Eastern Airways. However, as per price factor Eastern2Illustration 1: Internet Marketing Mix 7P's(Source: 7P's Of Online Marketing, 2015)

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