Internet Marketing Strategies for Online Business Operations

The provided content discusses the importance of internet marketing in today's digital age. It highlights the benefits of e-CRM systems, which enable businesses to improve customer relationships and tailor their products/services to meet customer needs. The assignment also provides a comprehensive plan for effective internet marketing, including knowing the target audience, using various digital tactics and channels, implementing marketing tools, and evaluating the effectiveness of the strategy.

Internet marketing

Table of Contents
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Elements of Internet Marketing.......................................................................................3
1.2 Impact of internet marketing mix....................................................................................3
1.3 Internet marketing tools...................................................................................................4
1.4 Interactive order processing of eBay...............................................................................5
Task 2.........................................................................................................................................5
2.1 Mechanism of Search Engine Marketing........................................................................5
2.2 Email marketing newsletter.............................................................................................5
2.3 Online public relations ....................................................................................................6
2.4 Analysing how a business can use new digital media communities...............................6
Task 3.........................................................................................................................................7
3.1 Market Research for internet marketing campaigns........................................................7
3.2 Sample questionnaire for eBay .......................................................................................7
3.3 e-CRM system for internet marketing.............................................................................8
Task 4.........................................................................................................................................8
4.1 Internet marketing Plan ..................................................................................................8
Conclusion..................................................................................................................................9
REFERENCE ..........................................................................................................................10

INTRODUCTION
The internet has made distances shorter and avail us to connect with whole world. It is
an interconnection of networks that links the whole world together (Gautam, 2012). After the
evolution of globalisation, internet has become universal source of information for large
number of people. There is great impact of internet over millions of people working at home,
at school and at work. It is easily reaching to different markets at very low cost with high
speed irrespective of size or location of business. The report herewith provide a complete
understanding of Internet marketing and some E-CRM tools required for automatic marketing
operations.
TASK 1
1.1 Elements of Internet Marketing
Following are five important elements of internet marketing to be considered: Organic search: It is necessary to optimize a particular site so that customers can
search relevant informations through variety or methods. Implementation of strong
organic research will let the website to drive more internet traffic within a search
engine (Czinkota and Ronkainen, 2012). Content Marketing: Content is major factor which drives digital marketing strategy.
By maintaining a blog on a site help visitors to obtain relevant content. Through
proper content marketing strategies, online visitors will increases and it will also give
a recognition to the company. Social Media Marketing (SMM): Social media has significant role in marketing.
Companies which are associated with social media tools can successively reach to
their customers. Some social media are Facebook and twitter.
 Nurturing Website Visitors: It is very necessary to approach customers and influence
them. It is estimated that only 1-3% of website visitors make buying decisions while
visiting the e-commerce websites first time. So, via email marketing an company can
enhance its ROI (Geniets, 2013).
1.2 Impact of internet marketing mix
E-Marketing mix consists of four elements which are explained below (Charlesworth
2011):

E-Product: In e-Product strategy, the customer get easily know about the product's
facts, features and terms. That is, they are clear about the facts of products and services they
are purchasing.
E-Price strategies: In online marketing, websites clearly mention the price of
products such that it allows customer to shop according to their budget around a best deal.
Payment criteria is also very simple, a person can pay using debit card or choose cash on
delivery.
E-Place strategies: Online marketing makes it easy for consumers to place an order
from any place. Locations are automatically tracked as per the information provide by
customer. Moreover, it is necessary to ensure that product is delivering within reasonable
time (Ifinedo, 2011).
E-Promotion strategies: Placing banner advertisements on many web pages is
popular form of promotional technique. There are many internet techniques to promote
objects, like direct e-mail, WPR (Web public relations) and many more.
There is great impact of e- marketing mix as it enables customers to access the e-
commerce websites 24x7 wherever he want. It has also increased the competition in online
marketing. So it is very essential to gain customer's loyalty and trust to maintain a position
and standard in internet market (Omar, Bathgate and Nwankwo, 2011).
1.3 Internet marketing tools
A typical internet marketing consists of the following key marketing techniques which
generate quality and increase the conversion rate:
Search Engine Optimization (SEO): SEO strategy is developed to optimize website
content in such a way so that it increases brand visibility and websites hits. It also involves
analysing competitor's websites and targeting important keywords and phrases which are
excessively used by people in order to increase sale (Bauer, Albrecht and Haber, 2015).
Pay-Per-Click(PPC): In this technique, advertisements are put in text form on a
search engine and on an single click to that advertisement, an amount of sum is paid. Its main
role is to target specific geographical locations, with an effective keyword research the site
allows to target audience more precisely.
Email Marketing: A good email marketing enables the business to increase their sales
conversions, up-sell and generate a new level to catapult sales. A direct email has been sent to
target audience using periodic newsletter, reports, specific offers and discount coupons.

Banner Advertising: In this strategy, company placed its banner on selected websites
which attract many customers. It is one of the most popular strategy which is directly linked
with internet marketing plan (Onetti and et.al., 2012).
1.4 Interactive order processing of eBay
Interactive order processing is base for e-commerce websites in order to avail
customers variety of products and services. The whole process id designed to harness the
strength of internet in consumers. As order is placed, money is received by other party.
It starts with choosing a supplier such as Flipkart, Amazon etc. After that customer
will search for their desire product and select it according to it quality and price. In addition
to it, he/she will also check the availability of stock or inventory. After analysing the
complete terms and conditions applied to that product an order is placed. While making a
payment, mode of payment is selected, it can be either debit card, cash on delivery or internet
banking. Then data is input and transferred so that an order can process. It includes the input
of address and addressee in database. Then a person get online confirmation and delivery
information via an email or direct message on mobile phone. Further he/she can easily track
the availability of product. Finally a product is delivered with data integrity and security.
TASK 2
2.1 Mechanism of Search Engine Marketing
Search engine optimization is a complete process which deals with various websites
features improvements and changes so that a search engine can become more user friendly.
Search engines are fully formed by a spider or crawler which retrieves web pages and follow
links. The robots.txt file consist of directives which take permission of crawling for search
engines spiders and control the content privacy. The next process is of indexing, that is to
include crawled pages into a database, it is done so that webmaster can use a crawler
simulator for certain search engines. So whenever a user performs a search enquiry, the
search engine will automatically display the relevant results. All search engines rank a
particular web page according to content relevancy. There should be an equilibrium between
content part and its other elements (Zott, Amit and Massa, 2011).
2.2 Email marketing newsletter
NEWSLETTER
Hello
Greeting of day !!

Congratulations, its all yours !! Sale on crockeries and other kitchen items.
Date: 26 March 2016
Time: 9:00 to 9:00
Note: Sale will be end on the same day within time limit.
Upto 50% discount offer on other items also.
2.3 Online public relations
Online public relations utilize various websites and other internet technologies, such
as group chats, emails, file transfer and other internet tools. The entire process of relationship
building create awareness among an organisation, the user and system being used. Public
relations manager handle and control online relations which includes, message quality,
security and regulatory compliances (Zhang and et.al., 2011). It is very essential to maintain
goodwill and mutual understanding between a company and its people. Best practices for
Online Public Relations are:
 Research
 Relationships
 Press release SEO
 PR Measurements
 Press release writing
 Keyword Research
The participation of social media is very critical for Public relations due to viral nature of it
and also have efficient potential to reach the audience in minimum time. Moreover, news
release is also best practice as it provide direct and concise information and use newsworthy
angle.
2.4 Analysing how a business can use new digital media communities
Social media provide great opportunities for business as using digital media
communities a business can promote its brand, goods and services. It can easily find its
customers and build strong relationships with them (Online Marketing Tools: A Comparison. 2015).
Moreover, it is easy to access by everyone with high speed. There are some social media
services which are stated below:

 Facebook: It is most popular site which enables to have a conversations with
customers and allows to promote many offers by sharing photos and videos. Twitter: It is micro-blogging site that allows a company to get feedback or reviews on
their services and products. You-tube: It is most common video sharing site that allows the company to feature
their products.
 Blogs: It consists of series of posts about a specific product which is of interest to the
author.
TASK 3
3.1 Market Research for internet marketing campaigns
Primary research will be optimum for e-marketing campaigns. It is done for specific
purpose (Babin, LaFleur and Lopez, 2015). It is also very expensive and time consuming
process. It can be carried out by conducting questionnaires, focus groups, diaries and online
surveys. It can be easily geographically spread. Samples are collected which are cheaper than
face-to-face interviews.
Secondary research can be used for e-marketing campaigns as information is already
available to public and helps an organisation create its database. It includes surveys through
internet and research reports, appropriate and relevant research can easily available in
universities, government offices or councils.
3.2 Sample questionnaire for eBay
Questionnaire
Name _____
Age:
 18 to 25
 25 to 35
 35 to 45
 45 above
Gender :
 Male
 Female
1. What do you most like about eBay?

 User friendly
 quality of products
 variety of products
 other reasonable
2. How often you visit at eBay?
 Once in a month
 everyday
 2 to 3 times ina week
 never
3. How satisfied you are from our website?
 Very satisfied
 less satisfires
 not satisfied
 moderately satisfied
3.3 e-CRM system for internet marketing
Electronic customer relationship management is best technique which used online
services and technologies like, emails, websites, chat-rooms and other channels to achieve
internet market objectives. It improves the communications with customers and enables the
business to customize its products and services according to their feedbacks and
compliments. It matches the customer behaviour with suitable discounts and offers.
Implementation of e-CRM strategies offer great opportunities and increases the efficiency of
a company. There are many tools available for online marketing, such as database, data
mining, outbound email and virtual communities.
TASK 4
4.1 Internet marketing Plan
The following steps depict an effective marketing plan to build awareness: Know the target audience:It is essential for an organisation to know the perception,
needs and demand of customers regarding its products and services. So that it would
be easy for the company to build a marketing strategy according it (Bailey, 2011). Digital tactics and channels: Internet marketing channels are very required to gather
the attraction of customers. Some of them are: email marketing, search engine

optimization, directory listings and social media like Facebook, twitter, Instagram and
Pinterest (Benefits of internet marketing. 2015). Implementation: Effective marketing plan can be successfully implemented by
various marketing tools like, Pay-Per-Click, online public relations, affiliate
marketing and many more.
 Evaluation: After implementing marketing tools, it is essential to measure and
evaluate the effectiveness of this strategy to attain the organisational goal. Moreover,
in order to improve the marketing strategies, many researches are done.
CONCLUSION
It is concluded that there is great scope of internet marketing strategies for online
business operations. It is also inferred that there are many tools and techniques used to
promote and advertise online marketing activities.

REFERENCE
Books and journals
Babin, L. A., LaFleur, E. K. and Lopez, T. B., 2015. A Process for Demonstrating Assurance
of Learning for Marketing Majors. Proceedings of the 2007 Academy of Marketing
Science (AMS) Annual Conference. pp.52-56.
Bailey, M., 2011. Internet Marketing: An Hour a Day. John Wiley & Sons.
Bauer, H. H., Albrecht, C. M. and Haber, T. E., 2015. Enhancing Customer Trust in E-
Commerce Through Web Portals. Revolution in Marketing: Market Driving Changes.
pp.57-61.
Charlesworth, A., 2011. Internet Marketing: a practical approach. Routledge.
Czinkota, M. and Ronkainen, I., 2012. International Marketing. 10th ed. Cengage Learning.
Gautam, R. K., 2012. Internet marketing usage by small Indian entrepreneurs: an exploratory
study of Punjab.International Review of Management and Marketing. 2(1). pp. 43-51.
Geniets, A., 2013. The Global News Challenge: Market Strategies of International
Broadcasting Organizations in Developing Countries. Routledge.
Ifinedo, P., 2011. Internet/e‐business technologies acceptance in canada's smes: an
exploratory investigation. Internet research. 21(3). pp. 255-281.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet marketing and customer satisfaction
in emerging markets: the case of Chinese online shoppers. Competitiveness Review:
An International Business Journal. 21(2). pp. 224-237.
Onetti, A. and et.al., 2012. Internationalization, innovation and entrepreneurship: business
models for new technology-based firms.Journal of Management & Governance.
16(3). pp.337-368.
Zhang, Y. and et.al., 2011. Repurchase intention in B2C e-commerce—A relationship quality
perspective. Information & Management. 48(6). pp.192-200.
Zott, C., Amit, R. and Massa, L., 2011. The business model: recent developments and future
research. Journal of management. 37(4). pp.1019-1042
Online
Benefits of internet marketing. 2015. [Online]. Available through:
<http://www.learnmarketing.net/Benefits%20of%20internet%20marketing%20for%20the
%20business.htm>. [Accessed on 26th March 2016].
Online Marketing Tools: A Comparison. 2015. [Online]. Available
through:<http://www.entrepreneur.com/article/206382>. [Accessed on 26th March 2016].