Aldi's Effective Internet Marketing Strategies

The provided content is about the marketing strategies of an organization and its use of internet marketing tools to improve its marketing activities. The assignment references various books, journals, and online sources that discuss topics such as new product development, strategic management, budgeting, e-security, internet marketing, and more. Additionally, it includes illustrations related to interactive order processing and email newsletters. Overall, the content suggests that the organization is utilizing a range of digital tools and strategies to enhance its marketing efforts.

Internet Marketing
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Table of Contents
INTRODUCTION ...............................................................................................................................4
TASK 1.................................................................................................................................................4
1.1 Explanation of elements of internet marketing .........................................................................4
1.2 Evaluation of internet marketing mix........................................................................................4
1.3 Comparison of internet marketing tools e-tools .......................................................................5
1.4 Interactive order processing ......................................................................................................6
2.1 Mechanics of search engine marketing......................................................................................8
2.2 Copy of suitable opt-in marketing newsletter............................................................................8
2.3 Guidelines for best practices for online public relations...........................................................9
2.4 Ways to use digital media communities in business................................................................10
3.1 Secondary market research......................................................................................................10
3.2 Designing an online survey......................................................................................................10
3.3 Use of electronic customer relationship marketing (E-CRM).................................................11
4.1 Internet marketing plan............................................................................................................12
4.2 Pay per click advertising..........................................................................................................12
CONCLUSION .................................................................................................................................12
References..........................................................................................................................................14
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Illustration Index
Illustration 1: Internet marketing tools.................................................................................................6
Illustration 2: Interactive order processing of Aldi ..............................................................................7
Illustration 3: Example of copy of suitable opt-in marketing newsletter of Aldi.................................9
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INTRODUCTION
Internet marketing is commonly known as online marketing which is related to the
marketing and advertisement of the products and services of a company. It has referred to the
strategies which are used by organizations to promote their services and products via online.
Techniques used in online marketing are websites, email, e-commerce, services engine optimization
etc (Camusio, 2011). The present research is related to internet marketing and understanding its
importance within the company. For better understanding of this report, Aldi has taken into the
consideration. It is a retail group in UK and specially deals in the grocery sector. Objectives which
will cover under the present study are the elements of internet marketing, comparison of various
internet marketing tools, working of search engine marketing, best practices in online public
relations etc (Miletsky, 2009).
TASK 1
1.1 Explanation of elements of internet marketing
For prompting services of the company, elements of internet marketing are playing an
important role. In the context of Aldi, internet marketing elements are as follows.
Digital marketing: Main objective of digital marketing is to promote brand name as well as the
goods of Aldi in front of customers by using different kinds of digital marketing tools. In this
context, tools which may be used by the firm for marketing of new or existing products and services
are email and e-newsletter, display advertisement, social media marketing, online Public Relation,
search engine optimization etc (Chaffey, 2009).
E-business: Basically, it is mixer of communication and information technology (ICT). It has used
by Aldi to develop and maintain good and long term relationship with its suppliers, business
partners, stakeholders and shareholders etc. For the communication and send the information,
company has taken the help of internet in the form of emails, e-newsletters etc (Eid, 2005).
E-commerce: This element of internet marketing is used in making communication with customers
for the intention of selling the goods and services to them. This component has played an essential
role in the success of Aldi because many of the consumers are buying goods directly from the
website and making online payment (Harden and Heyman, 2009).
1.2 Evaluation of internet marketing mix
Internet marketing mix has preferred by those companies which are operating its business
via online. Same here, Aldi is also sold its goods and services to the customers with the help of
internet. Evaluation of internet marketing mix with the respect of Aldi is as follows.
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E-product: To grab the attention of customers and influence them for buying goods and services of
the company, Aldi had created a good product portfolio. With the help of this, service users can
easily check the availability of all the commodities. In addition to this, company has also mentioned
the detail information about every product to overcome the disadvantages in case of intangibility of
the goods (Currie, 2004).
E-price: prices of the goods and services of Aldi is low as compare to its competitors. Along with
this, discounts and other offers are also given by the company timely. Given prices of the
commodities are affordable by the customers and they can compare it with the market price.
E-place: Aldi has adopted both online and offline method to run its business in UK effectively. In
the case of E-place, customer has checked out the availability of the goods within the stores without
visiting the outlets. If, goods are available within the store then, service users can book it via online
and buy it by going to the stores (Bruce and Ho, 2009).
E-promotion: Aldi has used internet services for promoting its brand and creating awareness
within customers. In this context, it has taken the help of numerous types of e-promotion techniques
such as social media marketing, email, e-newsletters, mobile applications, online articles etc
(Mathur and Evans 2013).
1.3 Comparison of internet marketing tools e-tools
Internet marketing tools are commonly used by the companies to promote their business in
the more effective and attractive manner. Aldi has also preferred some e-tools for the marketing
purpose which are as follows.
Social media: With the help of this, Aldi has gained the attention of the customers by using various
social media websites such as Twitter, Facebook, Google+, Youtube etc. It is more effective method
as compare to the website. In the website, company can only give some important information
about the new and existing products and services to the customers. But, by using social media
network, firm can get opportunity to increase its sales by creating the various fan pages and
displaying the regular updates (Chakraborty, 2015).
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Illustration 1: Internet marketing tools
(Source: Tools Used in Internet Marketing.2015)
Email marketing: It is used by Aldi to send the direct promotional mail to the large consumers in a
single time. It is the best way of marketing as compare to website and social media. Main reason of
using this tool is that when company launches its new product or service so, it can send a
customized mail to all its loyal service users who are having the potential to buy the new product or
service (Chakraborty, 2015).
Affiliate marketing: Aldi is also used affiliate marketing in which company gives a contract to
another external firm with the intention of promoting the products or services in the return of some
kind of commission. It is more effective and widely used method as compare to other tools because
it makes able to promote the services in those areas which are out of the reach from the firm
(Chakraborty, 2015).
1.4 Interactive order processing
Interactive order processing system is a part of e-commerce business in which system
captures information about the customer order, stores it in central data base and then sends it to the
respective department for dispatching of the order. Interactive order processing of Aldi is as follows.
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Order processing: Here, customer is placed an order to buy product at Aldi’s website. In this
process, various information such as product id number, complete details of service user, mode of
payment etc are sent to the warehouse of the company. Further, all the details are saved in the
central database for the future purpose (Currie, 2004).
Illustration 2: Interactive order processing of Aldi
(Source: eCommerce Order Processing Services, 2015)
Online conformation: Now, Aldi sends a link to the consumers to get the conformation of the
placed order. When, it is confirmed by the user, then company sends an email or message about the
conformation of the placed order with the expected data of arrival (Bruce and Ho, 2009).
Dispatching and delivery: In this stage, order which has been already placed by the customer is
dispatched by Adli after completion of all the formalities. In addition to this, an automatic email
and text massage are generated by systems which are sent to the user phone and email address. It
contains all the information about product id, customer details, price, expected date of delivery etc.
Data integrity and security system: After dispatching and conformation of receiving order, data of
the client is saved in the database for the future use by Adli. This will help in delivering information
about the new offers and conducting marketing practices (Mathur and Evans 2013).
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2.1 Mechanics of search engine marketing
Search engine marketing (SEM) is a part of internet marketing in which the website of the
company has promoted with the help of various marketing tools and methods (Gay, Charlesworth
and Esen, 2007). The major purpose of it is to increase the visibility of organization website via
paid advertisement and optimization. Search engine optimization (SEO) is an element of SEM
which has utilized in rewriting or adjust the website contents with the intention of achieving a high
rank either in search engine results pages (SERP) or in pay per click list. Basically, search engine
has two functions: crawling & indexing and provide the search results of those websites which have
relevant to their search. In the broader aspect, SEM practice has involved all types of marketing
search such as SEO, paid advertisement, paid inclusion, contextual advertisement and digital asset
optimization (Charlesworth, 2009).
2.2 Copy of suitable opt-in marketing newsletter
Opt-in marketing newsletter is a kind of email marketing in which a company has advertised
his brand by using electronic mail and it has sent it to the potential and loyal customers (Roberts
and Zahay, 2012). Such type of emails have also sent it by the firm ends when the service users
particularly signed up to receive it. Under this, the firm has required to taken the permission from
the customers to send opt-in marketing newsletter. Same here, Aldi has sent opt-in marketing
newsletter with the intention of promoting the existing services and products within the target
market. The advantages of using this method to the company is maintain the email marketing
reputation, respect the privacy of the service users, save the time and money, easily target to the
customer's and boost the sales of the goods (Fritz, 2013). The copy of suitable opt-in marketing
newsletter is as follows.
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2.3 Guidelines for best practices for online public relations
Public relation (PR) is most important for all type of organizations because it has helped in
communicate the essential information with the community. In the present time, online PR method
has most popular where various kinds of internet technologies have used (Trusov, Bucklin and
Pauwels, 2009). The factors that promote the online PR are organization, system used for
developing online PR and the client. The aspects which has covered in online PR are knowledge,
attitude with respect to the firm, communication activities etc. The online PR best practices have
provided the many types of advantages to Aldi are such as easy to approach to the large target
market, create the awareness and demand of the products in the market, develop a good image in
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Illustration 3: Example of copy of suitable opt-in marketing newsletter of Aldi
(Source: Halliwell, 2014)

the customers mind, increase the effectiveness of the advertisement and provide the extra
advantages as compare to the competitors. In this context, to get all these benefits in more
appropriate manner, the company has to follow some guideline for adopting the best practices of
online PR (Hsia, Chen and Chen, 2009). Aldi has to take feedback from the customers to understand
their expectations and needs. Along with this, by doing deep research, developing the good
relationships, assess the concern of the services users towards the company has worked as a
guidelines for following best practices of online PR (Kriemadis, Terzoudis and Kartakoullis, 2010).
2.4 Ways to use digital media communities in business
In the present time, the new innovation in the technologies have developed the many ways
for the companies for promoting the brands. In this context, the use of digital media communities in
the promotion and creating the brand awareness has increases day by day (Benson and Barclay,
2006). Aldi has adopted many types of digital communities for shared the various information with
the customers and other business partners. The reason behind following these is to get the utmost
attention of the service users and increase the sales of services. It has helped in building the good
relationship with the community and share the views of Aldi with the target customers. With the
help of the digital media communities, the company has got succeeded in attracting the new
consumers and retain the existing service users with the time (Blumentritt, 2006). Along with this,
the people can easily share their opinions and views for the firm and according to their feedback,
the company can bring the improvements in the existing services in more effective manner.
3.1 Secondary market research
Aldi is a one of the leading retail organization in UK and offer the different kinds of grocery
products and services to the customer's. It has run its business operations in the many areas of UK
by opening the several stores and outlets. These stores have near to the place of service users and
provide all types of groceries (Dennis, 2002). From the research, it has been found that Aldi is a
fast growing discounter company in British and its share has double in the last three years. It has
increased its sales by 16.5% and maintained the market share at 5.6% at the end of November,
2015. During this progress, the market share of Aldi competitors have decreased which has directly
made the impact on the sales of rivals. This has increased the opportunities for opened the new
stores in the other areas of UK (El-Ansary, 2006). The customer spending interest in the grocery
stores of Aldi has increased from 2014 year. On the other hand, the researchers have forecast that
the company will grab the huge market share of grocery till the Christmas occasion.
3.2 Designing an online survey
Here, an online survey has conduced for Aldi with the aim of to determine the customer
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satisfaction level with the respect of offered services. The selected respondents for online survey
will be 50 who shop from Aldi stores. The sampling technique for select the sample will random
sampling.
1. Demographic information
Name: _______________
Age: _______
Gender: _________
2. How often, you have visited to Aldi stores?
 Daily
 Weekly
 Once in a month
 2-3 times in a month
3. Which factor of Aldi has satisfied or satisfied you at the time of shopping?
 Price
 Quality
 Speed of services
 Response of the staff
4. At which extent, have you satisfied from the services of Adli?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
5. Which element has motivated to you for repurchasing from Aldi stores?
 Time saving
 Differentiate products
 Flexibility and convenience
 24*7 availability
3.3 Use of electronic customer relationship marketing (E-CRM)
E-CRM has used to developed the better interaction between customers and company. With
the help of it, Aldi has stored its consumers database in systematic manner. The use of E-CRM in
the organization are as follows.
 By using E-CRM, Aldi has easily developed and maintained the good relationship with the
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service users. It has save the extra cost and time of the firm because with the help of it,
company will directly interact with the customer's without going to consumer place
(Gardener, 2002).
 The following tool has provided the opportunities to Aldi in terms of easy and effective
targeting. Along with this, a detail investigation regrading the behavior of the customers
towards purchasing pattern can be done. It will help in improve the services of the firm in
more effective manner (Barutcu, 2011).
 On the other hand, with the use of E-CRM, Aldi has able to share the various information
such as new arrival products, offers etc to the customer's. It will encourage the service users
to aware about company services and influenced to buy the products (Chaffey, 2000).
4.1 Internet marketing plan
The internet marketing plan for Aldi is as follows.
Conduct environment and situation analysis: By micro and macro analysis, the existing position
of Aldi in the market place will determined. Along with this, those factors will also determine who
directly or indirectly affect the company performance.
SWOT: The internal and external analysis will conducted with the help of SWOT in which the
current strengths and weakness of Aldi will determined in the light of opportunities and threats from
the external world (Camusio, 2011).
Assessment of key performance indicators: Here, the major KPI of Aldi will evaluate which will
define the growth perspective of the company with the respect of external world. The decided KPI
will help the management to develop the new strategies for meet the demand of the market.
Market segmentation: Now, under this step, the market segmentation will done on the basis of the
nature and characteristics of the products. Along with this, the new strategies will also formulate to
promote the brand between the target market (Harden and Heyman, 2009).
4.2 Pay per click advertising
Attached in PPT
CONCLUSION
The current research report has concluded that internet marketing is one of the major tool for
improving different concepts of marketing and advertisement of an organization. Using the latest
and innovative ideas of internet marketing companies can augment their marketing position in the
market as well as different marketing strategies help in attracting large number of customers. It
reduces time and cost of the organization. Report has concluded that Aldi pays lots of attention in
improving the internet marketing strategies of the organization as well as it is using this tool for
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improving marketing activities of the firm.
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