Smart Restorations: Marketing Strategies

This assignment analyzes the marketing strategies employed by Smart Restorations Limited, a business focused on restorations. The analysis examines various aspects, including the company's website design, internet marketing practices, and the importance of security and trust in client interactions. Recommendations are provided to enhance the business's client base and improve its online presence.

INTERNET MARKETING
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TABLE OF CONTENTS
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
1.1 Explain the elements of internet marketing mix....................................................................4
1.2 Compare the internet marketing mix.....................................................................................5
1.3 Compare internet marketing tools that will be used by Smart Restorations Limited............6
1.4 Examine how the interactive order processing will work in Smart Restorations Limited....7
Task 2...............................................................................................................................................8
Covered in PPT............................................................................................................................8
Task 3 and 4.....................................................................................................................................8
3.1 Conduct a secondary market research to gain an understanding of the industry or the
market..........................................................................................................................................8
3.2 Online survey to understanding what stops buyers to buy online.........................................9
3.3 How electronic customer relationship marketing can be used to manage customer
interaction..................................................................................................................................11
4.1 Outline internet marketing plan...........................................................................................12
4.2 Poster presentation on pay per click advertisement.............................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
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INTRODUCTION
Internet marketing refers to marketing of products and services through the means of
internet sources which allows the business organization to grab the attention of numerous
customer segments. The present research study has been made on Smart Restorations Limited
which is a small firm that specializes in buying and selling refurbished office furniture systems.
Smart Restorations Limited has been using the sources of internet for the purpose of expanding
the level of customer reach.
However, due to changing environment, the marketing team of the company recognized
that print brochures are not that much effective; hence the business needs to shift towards the
sources of internet marketing. Thus, in this context researcher has discussed the elements of
internet marketing and along with that discussion has also been included regarding practices for
online public relations. Furthermore, in the research work, researcher has also acquired
understanding about the industry and the market place. Lastly, information has been included
regarding internet marketing plan and pay per click advertisement.
TASK 1
1.1 Explain the elements of internet marketing mix Social media marketing: In contemporary scenario, the use of social media marketing
has been increasing to larger extent (Hanson and Kalyanam, 2007). This allows Smart
Restorations Limited to ascertain the needs and demands of customers and according to
that, new furniture products can be brought at market place. At the same time, through
social media marketing, Smart Restorations Limited can aware people about the
availability of different furniture products and services. E-commerce: Using new tools and techniques of E-commerce, Smart Restorations
Limited can distribute its furniture products and services to different customers according
to their preferences and areas of convenience (David and Susan, 2002). The tools seems
to be highly useful for Smart Restorations Limited since the techniques allows customers
to get furniture products on time with different processes. Hence, this not only enhances
sales; but also generates awareness among the end users about online services.
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 Online marketing: In modern world, the trend of marketing has been changing and all
the business entities have switched themselves towards the same source. The source is
imperative to acquire attention of wide range of customers. Apart from the beneficial
aspects, online marketing helps Smart Restorations Limited to influence the purchase
decisions of customers and as a result, the ratio of sales can be amended respectively.
1.2 Compare the internet marketing mix
The elements of marketing are also essential to apply in the case of internet marketing as
that aids the business entity to manage all the business practices in effective manner. For Smart
Restorations Limited, it is crucial to apply all the elements for proper management of all
services.
 Product: Smart Restorations Limited needs to emphasize on quality products and
services so that requirements of customers can be met. Furniture goods are the chief
products which Smart Restorations Limited is selling to its customers; hence, proper
attention is required to give to the quality dimensions (Lin and Huang, 2006).
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 Price: Pricing strategies of furniture products should be appropriate so that accordingly
customer’s attention can be acquired. In order to promote furniture products among the
market place, Smart Restorations Limited could opt for Price Penetration strategy in
which at the initial stage, prices of the products can be set lower. After acquiring limited
market share, price level can be increased (Kiang, Raghu and Shang, 2000).
 Place: Online source is the most appropriate mode through which Smart Restorations
Limited can distribute its products and services to the customers. However, on the other
hand, several trade channels can also be used for the same purpose. Through this,
consideration can be given to customer convenience.
 Promotion: Promotional sources like social media and digital marketing could be
acquired for the purpose of promoting furniture products of Smart Restorations Limited
among customers. This is also useful for developing suitable interaction with the end
users.
 People: Smart Restorations Limited needs to give adequate attention towards people
management so that services could be suitably delivered to the clients (Baloglu and
Pekcan, 2006).
 Process: Employees of Smart Restorations Limited are required to focus upon suitable
processes which is essential from service delivery point of view.
 Physical evidence: It is crucial for Smart Restorations Limited to provide several
tangible and several intangible services to the end users in the process of internet
marketing. This will not only maximize the interest of clients; but also it will encourage
them to promote the services to other customer segments.
1.3 Compare internet marketing tools that will be used by Smart Restorations Limited
All the tools of internet marketing will be used in Smart Restorations Limited for diverse
purposes. The sources are useful for Smart Restorations Limited so as to generate awareness
among the customers regarding the availability of diverse furniture products.
 Search engine optimizer: Smart Restorations Limited can use SEO so as to inform the
customers regarding the variety of products and services. Appropriate and reliable
information is required to be communicated to the customers so that they can take
decision to get the products and services (Charlesworth, 2009).
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 E- Mail marketing: The source is typically utilized for generating awareness among end
users regarding different furniture products. Through, E-Mail marketing, Smart
Restorations Limited can send mails to the end users in the form of promoting the
services. Along with this, company can also keep track records about the orders that are
being placed by the end users.
 Interactive order processing: With the help of interactive order processing, customers of
Smart Restorations Limited can purchase suitable products and services as per their
requirements (Fillis, 2010). Among the variety of products, customers can select the
suitable one and as per the convenience customers can place order for the same. The
mode also aids the end users to select suitable payment method.
1.4 Examine how the interactive order processing will work in Smart Restorations Limited
Interactive order processing is an essential mode through which customers can review
company’s profile and at the same time, they can place order as per the requirements. The
process has been discussed in the below section:
 At the initial stage, it is crucial for Smart Restorations Limited to choose a supplier
through which business entity can sell its products and services.
 Afterwards, products needs to be selected which will be delivered through approaching
the suppliers (Radhamani and Rao, 2012).
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Internet marketing tools
E-mail marketing Interactive order
processing Search engine Optimizer

 Smart Restorations Limited is required to analyse the availability of stock so that on
such basis, products can be sold among the market place.
 Order can be placed once customers decide what needs to be purchased. Suitable mode
of payment can be selected by the customers.
 Afterwards, checking all the requirements, Smart Restorations Limited needs to give
conformation mail to the end users. That needs to include details of the order, tracking
number and other necessary information (Baloglu and Pekcan, 2006).
 Data integrity and security systems are must because that could assist Smart
Restorations Limited to maintain customer satisfaction aspects. Along with this, specific
attention should be given to security systems so that information about the customers
can be protected in specific database.
 Smart Restorations Limited is also required to develop client- server – database so that
clear and transparent communication can be made. This is essential in terms of
delivering prominent services to the clients.
TASK 2
Transcript:
E-Marketing Manager: Hey Hii sir!!
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Leslie Mann (MD): Hi
e-Marketing Manager: Do you think different searching tools should be used ?
Leslie Mann (MD): Yeah, if possible.
e-Marketing Manager: However, while using the mechanism, we need to focus on diverse web
browsers.
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Transcript:
e-Marketing Manager: Do you think this letter will be useful!!
Leslie Mann (MD): Yes
e-Marketing Manager: How you very sure?
Leslie Mann (MD): Because I know people will access it as it is a promotional letter?
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Transcript:
e-Marketing Manager: Which practices you think are important for managing relationships with
customers?
Leslie Mann (MD): I think better online services.
e-Marketing Manager: We will definitely be able to acquire the attention of customers through
focusing on online marketing and services.
Leslie Mann: Alright.
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Transcript:
e-Marketing Manager: What do you say about the use of social media?
Leslie Mann (MD): Ahh It is fantastic.
e-Marketing Manager: What do you think about its use in business entities?
Leslie Mann: Yeah, we should do that.
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e-Marketing Manager: Do you think that specific technique would assist us to enhance customer
base?
Leslie Mann: Yeah, it will be beneficial for us.
TASK 3 AND 4
3.1 Conduct a secondary market research to gain an understanding of the industry or the market
Secondary sources can be utilized for the purpose of acquiring understanding about the
market facets and this is also essential for Smart Restorations Limited to manage business
processes in effective way. Variety of articles and web pages have been reviewed for the purpose
of showcasing the requirements of customers and how it aids the business entity to operate
organization in suitable manner. Since, Smart Restorations Limited desires to enter in internet
marketing; therefore it is crucial for the manager to collect information about the market
capabilities (Dave, 2009).
This will assist the furniture industry to sell the business products in different market
places. Smart Restorations Limited is also required to access numerous journals and books so
that the business can get assistance regarding competitive factors. It is crucial for the
organization to ensure that information about the rivalries are being collected prominently as
through that suitable market research can be conducted (Charlesworth, 2009). Here, it can be
said that after conducting the research, it is analysed that new trends are coming up in the market
place; hence Smart Restorations Limited has to adopt all such aspects.
While developing new products and services, Smart Restorations Limited should have to
adopt numerous measures so that they can satisfy the requirements of end users. Along with this,
it is also crucial for the business to ensure that central emphasis is laid on customer satisfaction.
Through this aspect only, prominent services could be delivered to the end users (David and
Susan, 2002). Several other entities are also coming up in the market place; hence Smart
Restorations Limited needs to focus on extensive research so that growth opportunities can be
enhanced. Smart Restorations Limited should also enhance the use of technology as that might
also aid the business entity to grow and prosper more.
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3.2 Online survey to understanding what stops buyers to buy online
An online survey has been conducted by Smart Restorations Limited for the purpose of
analysing what stops the buyers to buy products and services from online sources. In this respect
15 customers have been selected who usually purchases products from Smart Restorations
Limited. The questionnaire has been given to the customers on their email ids and afterwards
filling it, they are asked to send it back to company’s profile.
(https://www.surveymonkey.com/create/?
sm=hCSUJM8DBZPxlu3x_2BWGW6EwPew2YgKU31lQcSjZxG_2Bo_3D)
Questionnaire
Name:
1. Specify gender
 Male
 Female
2. Specify Age
 Below 18 years
 20 year – 30 year
 30 year – 35 year
 Above 40 year
3. Do you prefer to get products from online sources?
 Yes
 No
 Sometimes
4. Do you agree that online purchasing of goods and services is feasible and valuable?
 Agree
 Highly agree
 Neutral
 Disagree
 Highly disagree
5. Do you think that online services delivers accurate and reliable products?
 Yes
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 No
 Always
 Sometimes
6. Have you ever purchased any products of Smart Restorations Ltd from online sources?
 Yes
 No
7. Do you agree that payment mode is safe in online sources?
 Yes
 No
 Sometimes
8. Have you ever recommended the service of Smart Restorations Ltd to any other customer?
 Yes
 No
9. What suggestion would you like to give to Smart Restorations Ltd regarding the area of
improvements?
……………………………………………………………………………………………….
Thank You for Your Cooperation
Afterwards, getting the responses from the customers, it has been analysed that most of
the customers do not prefer to buy online products and services. They are more likely to
purchase direct services and products because that seems highly reliable and suitable. Smart
Restorations Ltd has less number of customers who prefers to get online services because the
customers know that there are several uncertainties that might occur anytime (Fillis, 2010). Most
of the customers also contended that sometimes products seems reliable in the adverstiment; but
they did not receive the same products which are visible in the promotional advertisements.
Along with this, customers do not prefer to get products from online sources because of the
payment mode. Thus, Smart Restorations Ltd needs to look upon all these factors.
3.3 How electronic customer relationship marketing can be used to manage customer interaction
Customer relationship marketing is regarded as a methods that can be utilized for the
purpose of developing suitable and appropriate relationship with the customers. As per the
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method, it is crucial for Smart Restorations Ltd to focus on various modes through which service
prospects can be enhanced (Hanson and Kalyanam, 2007). Thus, in this respect Smart
Restorations Ltd can use a variety of sources such as chat rooms, emails and other
communication methods. Through all such tools, proper communication can be made with the
customers and accordingly numerous changes can be implemented to the service dimension.
The sources are also useful for the purpose of enhancing communication aspects and at
the end, preferences of the customers can be identified in respect of online services. Timely
services, convenient amenities and reliable benefits can be delivered to the clients after building
up suitable relationships with them. Consequently, it is crucial for the manager of Smart
Restorations Ltd to develop trust and loyalty among the customers so that they can contribute in
company’s growth and success facets (Kiang, Raghu and Shang, 2000). At the same time, it is
also imperative in enhancing the frequency of repeat purchase and customer loyalty. Several
times, the issues related to consumer trust also generates; however that could be resolved through
maintaining systematic and authentic database.
With the help of E-CRM, Smart Restorations Ltd can make several changes in the service
dimension provision which can enhance organization’s productivity and performance facets.
Under E-CRM, not only proper communication is required; but business needs to make several
provisions for customer satisfaction and loyalty (Liao and Cheung, 2011). This is highly useful
for the purpose of retaining the end users for longer time span. Moreover, Smart Restorations
Limited is also required to emphasize on Data Protection Act in which data should be suitably
recorded in company’s secured sources. Through this, financial details of the company can be
protected in secured database and as a result, Smart Restorations Limited will be able to protect
information about business affairs.
4.1 Outline internet marketing plan
 Situational analysis: With the help of SWOT analysis, Smart Restorations Limited can
analyse all the factors that could affect the business practices. This is useful for
identifying strengths and weaknesses of the business entity and how it deals with the
customers. Furthermore, in this stage Smart Restorations Limited can also examine the
areas that need further development (Lin and Huang, 2006).
 External analysis: Smart Restorations Limited is required to conduct external analysis so
as to identify all the forces that impacts the business decisions. The analysis is also
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required to conduct so that Smart Restorations Limited can explore the level of
competition that might hamper business position.
 Competitor analysis: With the help of Porter’s five forces model, Smart Restorations
Limited can identify the availability of competition that is prevailing in the market place.
The business needs to emphasize on target market so that attention could be laid on
specific market segment (Radhamani and Rao, 2012).
 Setting aim and objectives: Next is to set aim and objectives so that on such basis Smart
Restorations Limited can promote its products and services. This is useful in giving
proper direction to the employees according to which they can conduct business
activities.
 STP processes: Smart Restorations Limited has to focus on segmentation, targeting and
positioning processes so that on such basis business can introduce all its new furniture
products. Proper targeting and positioning strategies should be adopted by Smart
Restorations Limited for enhancing the customer base (Sheehan, 2010).
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4.2 Poster presentation on pay per click advertisement
In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country
for earn money then business travel has been
integral part of tourism industry(Cave and Brown
2012).
Early tourism started with Nomads who travelled around the world in search of food
and shelter. Main intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu
and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage. Early
tourism started with Nomads who travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food
and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the
Europeans visited pyramids and thus developed the tourism for pilgrimage.
PAY PER CLICK ADVERTISEMENT
Pay per click advertisement is regarded as a category of promotion wherein business entities gives some financial benefits to the
customers at the time when they click and see the advertisement even without purpose.
PAY PER CLICK
It is also called as an internet advertisement method
which could assist Smart Restorations Limited to attract
the customers. Hence in the modern era, companies are
using varied techniques of advertisement so that
purchase and sale of goods can take place among various
customer segments.
SIGNIFICANCE OF PAY PER CLICK
 The tool is significant as that aids the business entity to provide several rewards and benefits to the end users.
 Through this, track records of the transactions can be made which is essential requirement of Smart Restorations Limited.
BUDGET SETTING
 Pay per click can assist Smart
Restorations Limited to
control the cost factor through
making appropriate daily and
monthly budgets.
SUITABLE TARGETING
 Only qualified candidates are
selected for the purpose of
promoting the products of
Smart Restorations Limited
among market place.
DEMOGRAPHIC PATTERNS
On the basis of demographic patterns, Smart
Restorations Limited can introduce diverse
products at the market place. This is a useful
method through which products can be suitably
promoted.
REFERENCES
 Radhamani, G. and Rao, G., 2012. Web
Services Security and E-business. Idea Group
Inc.
 Lin, Y. S. and Huang, J. Y., 2006. Internet blogs
as a tourism marketing medium: A case study.
Journal of Business Research. 59(10). pp.1201-
1205.
 Hanson, W. A. and Kalyanam, K., 2007.
Internet marketing & e-commerce.
Thomson/South-Western.
 Charlesworth, A., 2009. Internet marketing: a
practical approach. Routledge.

CONCLUSION
Articulating the entire research study, it can be said that Smart Restorations Limited is
required to adopt different changes in the business procedure so that client base of the business
entity could be enhanced. Furthermore, the business needs to maintain security and trust issues in
which secured and prominent services should be delivered to the clients.

REFERENCES
Baloglu, S. and Pekcan, Y. A., 2006. The website design and Internet site marketing practices of
upscale and luxury hotels in Turkey. Tourism Management. 27(1). pp.171-176.
Charlesworth, A., 2009. Internet marketing: a practical approach. Routledge.
Dave, C., 2009. E-business and e-commerce management. Pearson.
David, C. A. and Susan, B., 2002. Internet, interaction and implications for marketing.
Marketing Intelligence & Planning. 20(2). pp.86 – 95.
Fillis, A., 2010. The art of the entrepreneurial marketer. Journal of Research in Marketing and
Entrepreneurship. 12(2). pp.87 – 107.
Hanson, W. A. and Kalyanam, K., 2007. Internet marketing & e-commerce. Thomson/South-
Western.
Kiang, M. Y., Raghu, T. S. and Shang, K. H. M., 2000. Marketing on the Internet—who can
benefit from an online marketing approach?. Decision Support Systems. 27(4). pp.383-
393.
Liao, Z. and Cheung, M. T., 2011. Internet-based e-shopping and consumer attitudes: an
empirical study. Information & Management. 38(5). pp. 299-306.
Lin, Y. S. and Huang, J. Y., 2006. Internet blogs as a tourism marketing medium: A case study.
Journal of Business Research. 59(10). pp.1201-1205.
Radhamani, G. and Rao, G., 2012. Web Services Security and E-business. Idea Group Inc.
Sheehan, B., 2010. Basics Marketing 02: Online Marketing. AVA Publishing.