Digital Marketing Mix and its Application

This assignment delves into the concept of the Digital Marketing Mix and its application. It focuses on the seven key elements (Product, Price, Place, Promotion, People, Process, and Physical Evidence) that constitute an effective internet marketing strategy. The assignment requires students to analyze how these components interact and contribute to successful online marketing campaigns. It encourages practical understanding by requiring exploration of real-world examples and case studies.

Internet Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Elements of internet marketing.............................................................................................1
1.2 Internet marketing mix .........................................................................................................2
1.3 Compare internet marketing tools.........................................................................................4
1.4 Analysis how the interactive order processing will work.....................................................5
PART 2............................................................................................................................................6
2.1 State the different mechanics of search engine marketing....................................................6
2.2 E-Mail Marketing Newsletter...............................................................................................7
2.3 State the guidelines that depicts better online public relation...............................................9
2.4 State the use of digital media communities.........................................................................10
PART 3..........................................................................................................................................10
3.1 Conduct secondary market research....................................................................................10
3.2 Design an online survey......................................................................................................11
3.3 State the use of electronic customer relationship marketing(E-CRM)...............................12
Covered in Poster .....................................................................................................................12
4.1 Prepare an outline of internet marketing plan for Smart Restoration Limited....................12
4.2 Brief about Pay-Per Click Advertisement(PPC).................................................................13
Covered in PPT ........................................................................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14
.......................................................................................................................................................15

INTRODUCTION
Marketing is an essential activity or process which allows organisation to maximise
profitability and performance of company. Internet marketing is also known as online marketing.
It is important for the business entity in order to promote all their products and services easily or
quickly. It is essential for any kind of marketing activity that includes product development and
design, market research, pricing, public relation and advertising, publicity and promotion,
distribution and sales, customer relationship management and payment collection. There are
different internet technologies and tools which include websites, Email, Search Engines,
Webpages, social media sites and many other mobile apps (Ahrens, Coyle and Strahilevitz,
2013). This report is based on Smart Restorations Limited which is a small enterprise that is
specialized in selling and buying used as well as refurbished furniture system of office. This
assignment covers different components of internet marketing and evaluation of internet
marketing mix. Apart from this, in order to collect important information, business conducts
secondary market research and designs online survey that is also determined in this study.
Besides this, there are various ways in which organisation can follow digital media communities
such as discussion groups, instant messaging, blogs and many others. Short presentation of pay
per click advertising is also given here.
PART 1
1.1 Elements of internet marketing
Internet marketing is one of best and essential tools for the company to easily attract large
number of the customers towards business products and services. It is an important technique for
referred firm to promote or advertise all their products to the clients. With the use of this aspect,
Smart Restorations Limited easily accomplishes their predetermined goals and objectives.
Internet marketing is an effective technique to improve the business activities and performance
(Armesh and et. el., 2010). Being the manager of business will be see that the procedure of
internet marketing, it should include few elements which are describe as below:
Effective strategy: Each and every business entity has its objectives and goals and to
accomplish them, there is selected strategic management. With the use of internet marketing,
company easily implements digitalisation in an effective and efficient manner. Strategic planning
supports to determine all needed resources like human, technical and budget, etc.
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Remarkable content: In order to communicate the information or data regarding business
services and products, company uses marketing tools essentially. For E-Marketing, this kind of
communication is completed by effective re remarkable content on company’s websites. The
message should be appropriate for engaging audience in the Smart Restorations Limited.
Search Engine optimization: All necessary information or content given on business sits
that should be enhancing on the websites or search engine. It assists clients to gather message
regarding an organisation. It is essential and important for the audience to find business on the
search engine in an easy manner.
Effective promotion: It is also an important element of internet marketing which helps
company to promote all their services or products to customers at marketplace (Bailey, 2011).
Promotional strategies are beneficial and creating the business to maximise their profitability and
productivity. There are different sources which are used by Smart Restorations Limited such as
websites, blogs and social media for encouraging the enterprise online.
1.2 Internet marketing mix
Smart Restorations Limited is a small business which deals in selling and purchasing of
used and refurbished office furniture. For providing effective services and products to the clients,
company uses various tools of marketing mix in a systematic manner. This technique includes 7
elements which are determined as below:
Product: It is one of the main and essential parts of business development and success.
As the enterprise is engaged in selling and buying of furniture to the customers. It is the main
and core product of organisation is going to fulfil basic wants and needs of the clients. In order to
introduced furniture quality and features to the customers, referred firm use various aspects such
as banner, pay per click advertisement, articles and many others.
Price: It is a useful part for the company to decide price of products as per the market
demand. They are selling their products at the mark-up pricing strategy. The differences are
required in order to retain at less to fund entire activities and boost business profitability.
Place: It is the foremost part of organisation to select specialised place where all
customers easily purchase company’s products (Brodie and et. al. 2013). Internet is an essential
element for the enterprise to easily provide information regarding enterprise. It follows them to
produce their commodity in all over the world as per client’s requirements and orders.
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Promotion: Smart Restorations Limited can use different kinds of techniques such as
SEO, Social media interaction, Blogs, Google and many other platforms. All this help the
customers to easily gain information about business changes and products.
(Source: Maximilian Claessens, 2016)
Process: It is one of the essential components of internet marketing mix of Smart
Restoration Limited. It mainly identify as the procedures and approach which company uses to
accomplish entire functions of marketing (The 7P's of marketing mix, 2017). Therefore, business
emphasis on 7P's is to see that there is no problem such as deliver process, order management,
feedbacks, complaint etc.
People: In the company, there are minimum number of employees that work for
attracting maximum customers towards business services and products (Chaffey and Ellis-
Chadwick, 2016). Such element mainly brings up how an enterprise's members interacts with
clients and many other stockholders during post and pre sales communications.
Physical Evidence: It is an essential element for company to accomplish the
predetermined goals and objectives of an organisation (Chan and Yazdanifard, 2014). It is an
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Illustration 1: 7P's of internet marketing mix

essential and important component for company to easily produce all their products to the end
user.
1.3 Compare internet marketing tools
There are different kind of E-Marketing tools which are follows by business manager for
raising their productivity and performance (Chaffey, 2010). These are very essential for the
company to easily attract large number of the customers and maintain long-lasting relationship
with them. Various technique's are determined as below:
Basis of
comparison
Blog Site Social Media Email-Marketing
Aim Main aim and
motive of using
this technique is
to express
customer feelings
about company.
Main objectives
of this sites is to
introduced clients
regarding
business products
and services.
It is an essential
and main tool
which attract
million
customers.
Motive of
applying e-
marketing is to
aware about the
clients towards
organisation.
Operations It is refers as the
individual portal
which can
managed by
person
effectively.
In this person
require to have
better knowledge
and skills of
technical place to
modify any
systems of on
sites.
This is essential
technique which
is connected with
large number of
person and know
their wants and
needs effectively.
This is identify as
a basic approach
where people
mostly treat
them.
Usage It is mainly used
for exchanging
personal views
and perception.
It shows
organisation and
individual work.
Each and every
business has their
own sites to
provide all
It is a better
platform for the
organisation and
person to increase
their basic
knowledge.
It is randomly
provide to groups
who measure up
the criteria for
target team.
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information.
Convenience There is
maximum level of
comfort or
convenience for
various number of
person as they
can read blogs in
a direct way.
Needs and
requirement of
clients is to
analysis sites as
well as look all
content in this.
Social media is
very important
and useful tool
because it easily
convenience
person.
Sometimes, E-
marketing
irritates
customers in
direct way.
1.4 Analysis how the interactive order processing will work
For the development and growth of the company, it is needed to have an interactive or
effective system of order processing in an organisation (Chaston, 2015). In today's the reliability
and believe for online buying and clients prefers e-transactions and E-purchasing. It is essential
to fulfil basic demands and needs of the audience by providing better quality product online as
well as keep them alert regarding business image.
Process and activity of ordering: There are certain steps which are included in this process are
determined as below:
Searching: It is first process which is important for the customer to search business
information regarding its products and services. In this they review different commodity in their
part and analyse them efficiently according of its quality and other description such as price, size
etc. Once they become satisfied or happy with the goods they terminate it in regards to buy it.
Ordering: It is essential step which is important for the organisation to finalised their
product. In order to get ordered, in this all buyers fulfil their needs such as contract number,
shipping address and discount voucher.
Payment option: In this clients is completed with entire other message, then it turn due
to the option of payment where they require to choose from different choice such as payment via
cash on delivery, bet banking, credit and debit cards (Chen, Fay and Wang, 2011). Clients select
the perfect payment system to give the amount across the product purchase.
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Check-out: Payment is important for the customer which is made across the buy of
commodity which is check-out or depart from the seller or manufacture deport. It become
advertise to the general distribution in order to provide it to the buyers.
Delivery: It is important phase for the Smart Restorations Limited to deliver their all
products time to time. So it help them business to attract large number of the customers and
increase their sales or revenues in limited time period.
Feedback: It is last phase which is beneficial for the organisation to maintain customer
feedback as well as solve different queries easily. Comment of the clients regarding business
products and services is essential because in this they identify their strong and weak point. So
they should try to reduce their negative parts and provide quality products to the customers at
reasonable cost.
PART 2
2.1 State the different mechanics of search engine marketing
Search Engine Marketing is also known as digital marketing which is essential for the
company to easily attract large number of customer (Fritz, 2013). Company use different
mechanisms which are determined as below:
Search engine optimization: SEO is identify as an effective process and activity of
attracting customers due to organic and natural way. It means maximising the visibility or profile
of business webpage and own sites that ultimately support in attracting million clients. With the
use of this tool, referred firm can create their own sites which can assist them to identify their
position in marketplace and among competitors.
Paid search engine marketing: In this business provides amount of fund to various
agency. With the help of accurate money they can develop their brand name. This type of
marketing technique is used by Smart Restorations Limited which outputs in increasing the
visitors number.
Landing pages: The another name of this technique is destination page which is
important for the customer to click on any kind if advertisement. These type of pages are planned
with a basic motive and mostly followed for future generation (Dann and Dann, 2011). These
pages are related with social media, E-mail campaign which often outputs in enhancing the
advertisement potency. Smart Restorations Limited is a small firm that create their sites on
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different social media which is beneficial to attract million number of customers towards
business services and products.
Long-Trail Concept: It is essential element for those products which are minimum in
demands and wants. These goods often increase business profitability and performance as wants
and requirement of the consumer are retain on modifying with the time passage. With the help of
this technique, referred firm easily maximise their turnover and maintain long-lasting
relationship with customers.
Geo-Targeting: It is the best way in order to identify website place. In this business
entity delivers the essential and necessary message to the clients as per the country, city, region,
postcode, state and many other way (Heang and Khan, 2015). This technique is used by the
Smart Restorations Limited in order to capture or seizure market through paid advertisement.
Google Ad-Word: This is identify as an Google promotion or advertisement system
through which business entity show their publicity on Google Pages. Smart Restorations Limited
also used this tool to provide entire information to the various number of audience regarding
business brand or goodwill.
Email-Marketing: With the help of this tool business easily connect different number of
clients towards company services and products (Hollensen, 2015). This tool is used by the Smart
Restorations Limited to increase their sales and revenues in limited time period.
2.2 E-Mail Marketing Newsletter
SIGN UP FOR ELECTRONIC -MAILS
SMART RESTORATION LIMITED
COME TO ENGAGE AND OBTAIN 46% OFF
Come and have some offers or discount
Sign up and have:
 46% off
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 Warranty for 4 years
 Next time buying have 25% discount
Few important things is needed for our records
Name:
Email id:
Date of purchasing:
Updates will be available at your mail id.
By signing up, you will ready to accept terms and condition and updates if any:
NEWSLETTER
Dear Sir/Ma'am,
It has been a while that business have to visit its own website and trust in maintaining our
renowned audience like you. We have just operated innovative range of sofa that provides you
on few comfort level. This electronic mail is transmitted to impact your curiosity so that you
can get together our internet sites and help the particular discounts and rebates which business
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have particularly planned for you.
If message and information earlier attained please ignore
Thanks!
Marketing Manager
Smart Restoration Limited
2.3 State the guidelines that depicts better online public relation
Public relation assist in keeping long-lasting connection with business and its target
customers. Each and every companies are used internet and other social sites in order to transmit
all information with customers in an effective and efficient manner (Jambulingam and Sharma,
2010). Online public connection with focusing on influencing large number of person through
various tools of communication channels. This technique is used by the refereed firm because
such tool is less expansive. With the use of this they provide necessary content regarding
business services and products to the target audience. There are various sites which are follows
by the Smart Restorations Limited such as Instagram, Twitter, Facebook and many other to
attract various clients. Various practices concentrated with establishing effective public relation.
These are determined as below:
Segment target customer: Smart Restorations Limited need to analysis their target
customers easily. These are present in the way of suppliers, investors, customers and many
others.
Identification of audience information sources: In this business entity collect important
and necessary information or data about customer preference and taste.
Making media source: In this phase, Smart Restorations Limited is needed to choose
various media sources via business will provides information regarding its brand among the
clients (Jobber and Ellis-Chadwick, 2012).
Critical review media source: In this step, business entity analysis and choose best one
source of media to promote their products and services to the clients and in marketplace.
Selection of essential and useful tool of public relation: At this phase, referred
organisation will choose different sources such as press clipping services, media database and
many other appropriate technique. All these are assist in retaining long-lasting and better
connection with society.
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Monitoring Coverage: Smart Restorations Limited are responsible in order to control all
sources of media. With the help of this they complete all task or work within allotted time
duration.
2.4 State the use of digital media communities
Smart Restorations Limited can follow digital media communities in different forms. It
is very useful and beneficial for the company to attract large number of customers towards
business services and products. There are some points which are included in this are determined
as below:
File sharing Websites:Various kind of websites are present on internet that follow
business in order to share all information or data in the way of e-book, archives, pictures with its
customer. With the use of this, business follow its buyers to have approach on its data
simultaneously.
Instant Messaging: This will identify as an online chart through which business can
maintain long term connection with customers. This type of content are mainly communicated
between different person.
Chartrooms: One of the main technique is to share all message with the assist of text or
internet with co-workers (Trusov, Bodapati and Bucklin, 2010). Fundamentally, with this aspect,
business can simultaneous or coincident discuss and talks with different person.
Discussion groups: These type of groups are mainly established in the enterprise to
discuss regarding few things which needs the circumstance of entire staffs.
Blogs: It is mainly consists different posts of people regarding specific thing such as
product, experience, locations which is exchange on various internet sources.
PART 3
3.1 Conduct secondary market research
There are different process which are includes in secondary market research. These are
determined as below:
Identify the Topic of research: In order to analysis customer taste and market trends, it is
essential for the company to decide research topic. In this behaviour of the costumer in doing
shopping and online purchasing.
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Collect existing information: Once the business has identified the research place, they
are needs to gather all accurate data related to buyers online shopping or purchasing behaviour
(Wong, 2010). They can collect information which is available in the way of conclusion of
reference, ads from family, friends etc.
Compare information from various sources: It is useful for the business to analyse their
information with final recommendation. For example: Smart Restorations Limited has collect
some information from various sources, business needed this so that all objectives and goals are
easily attained.
Analysis the information: It is last phase, in this referred firm is responsible to survey
whether they capable to reply entire questions as well as not.
3.2 Design an online survey
Online Survey assist the business entity to gather all information as what creates to have
online purchasing (Wymbs, 2011). Online survey can be present in the way of questionnaire, it is
essential thing for the company to collect customer's feedback.
Questionnaire
NAME:
CONTACT NO:
ADDRESS:
EMAIL ID:
1. Do you knowingness easy and secure by purchasing or shopping online ?
 Yes
 No
2. Availability of different products as per the requirement and wants of customers?
 Yes
 No
3. Is online shopping or purchasing deals with different brands ?
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 Yes
 No
4. Do online shopping or purchasing has various parts to cover ?.
 Yes
 No
To understand what makes an audience to have a purchasing online a business entity
responded on 20 person. During the investigation company known about the customer's taste and
market trends (Zarrella, 2013). With the help of survey Smart Restorations Limited easily
determine the customers taste regarding business products and services and try to fulfil them
effectively.
3.3 State the use of electronic customer relationship marketing(E-CRM)
Covered in Poster
4.1 Prepare an outline of internet marketing plan for Smart Restoration Limited
In order to conduct marketing plan that assist in attracting large number of clients
effectively. It encourage the buyers interest on particular product. Smart Restoration Limited
mainly deals in providing of refurbished furniture. Referred firm created five phase program of
internet marketing which are determined as below:
Define consumer: This is important for the organisation to identifies its target customer
who are purchase business services or products. It is essential for analysing product and
company name.
Choose Target: It is mainly related with choosing better framework where the business
will create their promotion. Visibility on various channels or systems make their commodity
more powerful.
Budget: It can be designed by the company in an essential and appropriate way. For
example: if business entity has to endowed in PPC , it is needed to control them in continuously.
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Developing Ad message: In this phase, referred firm use various channels in order to
promote their services and products to the customers (Zarrella, 2013).
Monitoring and Tracking: It is essential in order to control and track the ads that
organisation decrees the error chances.
4.2 Brief about Pay-Per Click Advertisement(PPC)
Covered in PPT
CONCLUSION
As per the above mentioned report, it can be determined internet marketing is very
essential for the company to easily attract large number of the customers towards business
products or services. There are various tools and technique's are used such as 7P's of internet
marketing, Element of marketing and many other. Public relation and use of media community
also helpful for the company to maintain long-lasting relationship with customers. Customer
relationship marketing and internet marketing plan of the company is useful for them to increase
their sales and revenues in limited time period.
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REFERENCES
Books and Journals
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Malaysia in enhancing consumer experience. International Journal of Marketing
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Bailey, M., 2011. Internet marketing: an hour a day. John Wiley & Sons.
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Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Chaffey, D., 2010. Applying organisational capability models to assess the maturity of digital-
marketing governance. Journal of Marketing Management. 26(3-4). pp.187-196.
Chan, J. M. and Yazdanifard, R., 2014. How social media marketing can influence the
profitability of an online company from a consumer point of view. Journal of Research
in Marketing. 2(2), pp.157-160.
Chaston, I., 2015. Internet marketing and big data exploitation. Palgrave Macmillan.
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consumer reviews evolve. Journal of Interactive Marketing. 25(2). pp.85-94.
Dann, S. and Dann, S., 2011. E-marketing: theory and application. Palgrave macmillan.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Heang, J. F. and Khan, H. U., 2015. The role of internet marketing in the development of
agricultural industry: a case study of China. Journal of Internet Commerce. 14(1).
pp.65-113.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Jambulingam, T. and Sharma, R., 2010. Estimating the value of internet marketing in the US
pharmaceutical industry. Journal of Medical Marketing. 10(4). pp.332-343.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
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Trusov, M., Bodapati, A.V. and Bucklin, R. E., 2010. Determining influential users in internet
social networks. Journal of Marketing Research. 47(4). pp.643-658.
Wong, J., 2010. Internet marketing for beginners. Elex Media Komputindo.
Wymbs, C., 2011. Digital marketing: The time for a new “academic major” has arrived. Journal
of Marketing Education. 33(1). pp.93-106.
Zarrella, D., 2013. The science of marketing: When to tweet, what to post, how to blog, and other
proven strategies. Wiley Publishing.
Online
The 7P's of marketing mix. 2017. [online]. Available through:
<https://www.slideshare.net/mohit_pachauri/the-7-ps-of-marketing-mix-ppt>.
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