Internet Marketing Strategies and Benefits

This assignment delves into the world of internet marketing, examining various strategies employed to reach online audiences. It analyzes the numerous benefits internet marketing offers businesses, including increased brand awareness, wider customer reach, and enhanced cost-effectiveness compared to traditional marketing methods. The assignment also touches upon the importance of website design quality, Internet customization, social media marketing, and integrating online and offline marketing strategies for optimal results.

Internet Marketing in Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Describe the role internet marketing has within a modern marketing context.................1
P2 Describe how selected organisations use internet marketing............................................2
TASK 2............................................................................................................................................2
P3 Explain the benefits to customers of a business using internet marketing........................2
TASK 3............................................................................................................................................3
P4 Benefits and opportunities to the business of using internet marketing ...........................3
P5.How internet marketing has made a selected business more efficient, effective and
successful................................................................................................................................4
P6. Explain the challenges of globalisation facing a selected business when using the internet
................................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In the recent era, marketing is very important for enhancing awareness of products and
goods in external market place. At this time using smart and innovative techniques for marketing
process such as online, internet marketing. There has available all over information and offers
which has been provided by company fro customers. This is best technique for attracting high
number of consumers towards enterprise and their products as well (Christiansen, 2011). This
research report will be discussing about different role of internet marketing and major benefits
for organisations. During the internet marketing process has to be face many challenges and
problems as well as has to be find out better and effective solutions to resolve them. Walmart is
one of the famous retail market in UK, for developing awareness of new products in UK, so
employment using smart marketing techniques and electrical payment system.
TASK 1
P1. Describe the role internet marketing has within a modern marketing context.
At this time most of the companies are using smart and internet techniques for developing
production level of products and build a effective image in external market place. That's why it
plays very eminent role which is stated under following:
 Internet marketing: Online advertising, also called Internet advertising, uses the
Internet to deliver promotional marketing messages to consumers. It includes email
marketing, search engine marketing, social media marketing, and many types of display
advertising.
 B2C marketing: B2C simply stands for business-to-consumer. B2C is an e-commerce
business in which the exchange of goods and services is conducted between businesses
and consumers through the Internet (Fan and Tsai, 2010).
 B2B marketing: B2B marketing is a short form of business to business marketing. It can
be defined as a marketing technique where a business outsources another business to do
its marketing for them. The marketers must consider factors such as the target group, the
product/service and pricing among other considerations
 C2C marketing: C2C stands for customer to customer. C2C transactions generally
involve products sold through a classified or auction system. Products sold are often used
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or second hand. For example, Gumtree often sell second hand products and are able to
sell them through other customers which links to the term ‘customer to customer’.
P2 Describe how selected organisations use internet marketing.
Walmart uses internet marketing by getting endorsed by celebrities. By getting endorsed
by a celebrity, all the followers that the particular celebrity has got, watches that the celebrity is
using cited company's products and therefore they try to get that product as per the trend by the
celebrity. Celebrities are popular people that have the power to market products due to their
millions of followers on social media using their fame and turning the products into trend. They
use social media to promote the product and they obviously get paid by the organisation and
everyone wins in this situation (Michaelidou, Siamagka and Christodoulides, 2011). Cited
company also uses email marketing in which they setup an email campaign where millions of
emails are sent to millions of people regarding the customer care they are offering. This is to
inform all the customers or some people about the services that Walmart is offering so they can
be up to date about what’s going on with the brand. This organisation also uses Email marketing
to advertise a new product that they just launched. Email marketing is also used to let the people
know about the new deals.
TASK 2
P3 Explain the benefits to customers of a business using internet marketing.
Illustration 1: Benefits of internet marketing
(Source- http://www.digitalvidya.com/blog/advantages-of-internet-marketing)
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Internet marketing is very important in every sectors by which customers can effectively
can take proper services. Along with this there will be explained something major benefits of
customers while using internet marketing.
Customer services: There are three main different areas that businesses look at to make
sure that their business is successful so they use these to communicate with other businesses and
their customers in different methods:
 Digital Complaints
 Chat
 Customer service desks
Digital complaints are when a customer can go onto a businesses website and write a
letter of complaint to the company wanting to report if there are any issues with the service of
which they received. A business such as PlayStation have this as they get what they want from
their customers in feedback. Chat is a good way which in which businesses connect with their
customers this is down to the fact that they can connect quickly and easily with all of their
customers with a support network that they have to make it easier for customers to use and buy
the businesses products.
Responsive Transactions: With the internet being such an easy and quick way to access
a wide range of businesses it allows the consumer to access all of the products available for
purchase. With the internet being accessible by all range of people it allows businesses to have a
instant connection to their customers creating a direct purchasing ability. (Morgan, 2012.)
Dynamic Pricing: In any online business they need to look at how they are pricing their
products this is because they will want to appeal to as many markets as they can. In a business
such as Walmart they change their pricing to fit the needs and wants of a different member in the
market meaning that they will look at their product range and aim to make the pricing specific to
the product and the main market that the product appeals to.
TASK 3
P4 Benefits and opportunities to the business of using internet marketing
Internet marketing has many opportunities that will benefit a business for example it can
help businesses to reach a wider audience, to reduce overhead cost of the business and to expand
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the company. The target market is basically the audience and the business that will do anything
to attract their target market to the business. In the target market there are different types of
customer that prefer different types of products for example: Demographic segmentation Age,
Gender, Price, Lifestyle and cultures
Customer relationship management (People): Treating customers is highly important
to many businesses however also reducing the employees is also important for example if
Walmart wants to provide excellent customers service they should only employ people that have
previous great work experience in customer service and not somebody who doesn’t provide the
customer service that cited company recommends (Roberts and Zahay, 2012).
Competition and Branding (Physical Evidence and Promotion) :The benefits of
branding for Walmart is that it creates are awareness to its customers on who they are, what they
offer to the customers and how the business makes the customers feel. It’s about company
trustworthiness and the capability to compete with main rivals such as Tesco.
Price – Dynamic Pricing The benefit of price for cited organisation customers is that it
can create ease and simplicity for their customers for example Walmart should use a price
comparison website such as that compares all off pumas products for customers to find a good
budgeted price for them (Rose, Hair and Clark, 2011).
Place – Search Engine Optimisation (SEO) and social media: The key and most
important benefit of cited company establishing and creating their business online and using also
(SEO) will reduce cost; it will be less time consuming and create simple access for online
customers to search engines and social media. This role of communication is highly important as
it makes it easy for businesses to communicate with their customers as they can treat many
customers at once online.
P5.How internet marketing has made a selected business more efficient, effective and successful.
Efficiency: It is the way of performing or functioning in the best possible manner with
the least waste of time and effort. The Internet marketing has made Walmart become more
efficient because internet marketing is a very catchy way to catch its potential customers through
the internet. To cited firm theirs customers are loyal and potential customers, so therefore when
an item is coming out they send an email to the existing customers showing what the product
looks like and how it would be. For the customers that don’t have an email but have a social
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networking site, they can see it on the social networking site because Walmart has its own social
networking site such as Facebook (Shaw and et.al., 2012). Its normally update their latest
feedback on their. This company keeps all its customers updated with new products or if there is
any special offer. They do this by sending out a quick email to the customers or the information
will be on the main website. The internet marketing improves the efficiency of cited enterprise
because the website is up 7 days a week and they can shop anytime it is opened to the customers
24 hours. Internet marketing also helps Walmart save quite a lot of money because it is one of
the cheapest ways of marketing (Taylor and Strutton, 2010). If they save a quite a lot of money
this means that it will increase the profit so it helps them to use that money to invested/spend on
other required areas.
Effective: Effective is the ability to be successful in producing a desired or intended
result. Internet marketing has been effective for both and its customers. For The customers the
search engines are very effective because it helps them find the exacted product they are looking
to buy in less than 30 seconds.
P6. Explain the challenges of globalisation facing a selected business when using the internet
There will be defined some challenges when using internet marketing by company which
are following under:
Security and payment system:The way Walmart uses payment security is done by
making customers create accounts with the site which allows them to purchase items. Since the
account is created by the customer only they will have access to login in and purchase their items
using their credit card (Tiago and Veríssimo, 2014).
Payment security: When a customer creates an account with Walmart their contact
information is automatically saved onto the system. Only people who have access to the account
which would be by knowing the username and password can access this information. Therefore
making an account on cited company to purchase an item is safe.
Overload of market feedback: When a customer purchases an item from Walmart the
seller will ask for a review from them. This could be either positive or negative as the customers
will give an honest opinion about the experience they had with the products. They can write their
dissatisfaction or satisfaction to the seller which will be reviewed by the sellers and future
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customers. For example if a product has been delivered broken, the consumer will write a
complaint to the seller who will then send a better conditioned item.
Meeting customers’ expectations: Walmart meets customer’s expectation by delivering
cheap goods that are affordable and in good quality. They also offer a range of products that are
sold from around the world therefore it meets the need of customers who need to do international
shopping. In addition because Walmart has a lot of stock to sell customers can be sure to find
what their looking for. As a result customers will go back to purchase with Cited firm as they
have available stocks (Zott, Amit and Massa, 2011).
Disintermediation and channel conflict: If Walmart was to have a store of its own, it
would be easier for customers to look at the item in first hand before buying it. Also they will be
able to purchase the item on the day rather than waiting for it to get shipped to their house.
Keeping pace with technological change The way cited firm keeps up with technological change
is done by creating an app for Walmart that can be downloaded on any play stores/ app stores.
As more people are using their smartphones rather than laptops and computers Walmart has
successfully created an app for smartphone users.
CONCLUSION
As per above mention this research report is based on internet marketing process. It
played very important role in any kind of organisations because it helps in enchaining awareness
of products and goods if cited company. There has been explained about major benefits of
internet marketing and various challenges while using this method in business process.
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REFERENCES
Books and Journals
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons. 54(6). pp.509-514.
Fan, W. S. and Tsai, M. C., 2010. Factors driving website success–the key role of Internet
customisation and the influence of website design quality and Internet marketing
strategy. Total Quality Management. 21(11). pp.1141-1159.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management. 40(7). pp.1153-1159.
Michaelidou, N., Siamagka, N. T. and Christodoulides, G., 2011. Usage, barriers and
measurement of social media marketing: An exploratory investigation of small and
medium B2B brands. Industrial marketing management. 40(7). pp.1153-1159.
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Rose, S., Hair, N. and Clark, M., 2011. Online customer experience: A review of the business‐
to‐consumer online purchase context. International Journal of Management Reviews.
13(1). pp.24-39.
Shaw, M., and et.al., 2012. Handbook on electronic commerce. Springer Science & Business
Media.
Taylor, D. G. and Strutton, D., 2010. Has e-marketing come of age? Modeling historical
influences on post-adoption era Internet consumer behaviors. Journal of business
research. 63(9). pp.950-956.
Tiago, M. T. P. M. B. and Veríssimo, J. M. C., 2014. Digital marketing and social media: Why
bother? Business Horizons. 57(6). pp.703-708.
Zott, C., Amit, R. and Massa, L., 2011. The business model: recent developments and future
research. Journal of management. 37(4). pp.1019-1042.
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Online
Internet Marketing Tips and Tricks for You, 2015. [Online] Available through:
<https://homebusinessmag.com/marketing/internet-marketing/internet-marketing-tips-
and-tricks-you/>. [Accessed on 18th July 2017]
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