Understanding the 7Ps of Marketing Mix in Digital Age

The provided content relates to various studies and articles on online marketing, specifically focusing on topics such as reputation management, social media marketing, the impact of internet on marketing mix, search engine optimization (SEO), and e-commerce. It also includes discussions on marketing strategies, customer orientation, and key performance indicators (KPIs). Additionally, it provides information on 7Ps marketing mix and Google Insights.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
1.1 Elements of internet marketing.............................................................................................4
1.2 Evaluation of internet marketing mix...................................................................................4
1.3 Comparison of internet marketing tools................................................................................6
1.4 Interactive order process works............................................................................................7
TASK 2............................................................................................................................................8
TASK 3..........................................................................................................................................12
3.1 Secondary market research to gain understanding of industry...........................................12
3.2 Online survey to know about barriers of consumers in online shopping............................12
3.3 ECRM can be used to manage and analyse customer's interaction....................................14
TASK 4..........................................................................................................................................14
4.1 Outline Internet market plan...............................................................................................14
4.2 Covered in poster................................................................................................................16
CONLCUSION..............................................................................................................................16
REFERECES.................................................................................................................................17

INTRODUCTION
Internet is providing a facility to communicate with the world, this is a medium to
transmit information in between targeted peoples. Marketing via internet is making it more
effective and quick to gain market position and products promotions for a company(Tsiotsou,
Rigopoulou and Kehagias, 2010). Internet marketing is a new concept which is an updated
version of traditional marketing, it haves e products, e prices, e promotions and e place to
promote and sale products of an organisation. Manufacturer can make better promotions by this
and also they can get market information and needs of their customers to increase product
efficiency. E mail marketing, social media marketing, pay per click is contemporary tools to
promote products, it can be choose by a company on the basis of their customers and target
market. This report is having focus on Smart Restorations Limited which is having trade in
refurbished and new furnitures. After the recessional seasons, they wants to gain their market
position. So now they are having a partnership with a marketing firm to support in their
marketing activities and to make internet marketing of their products. Medium Blue Search
Engine firm is having expertise in internet marketing and they have potential to regain market
position of furniture company. They can use their old customer data to make customer relations
and as well as they can use social media to make public relations to show their presence in their
targeted demographics(Tsai and Cheng, 2012). They can conduct secondary data research to
know about market trends and as well as purchasing power and financial status of their target
consumers.
TASK 1
1.1 Elements of internet marketing
Marketing is an essential element for products development according to the needs of
customers. Internet channel is making cost effective way to conduct marketing activities for the
company. E commerce and digital marketing helps to make an online marketing of a product, e-
commerce is a latest concept to sale and purchase of products, customers can purchase products

via online channel and make their online payment in the favour of manufacturer(Taylor and
Strutton, 2010). Some elements are given below which is include in the internet marketing;
Search engine marketing; Marketing on search engines, marketing companies e. g. Medium
Blue Search Engine can use this concept for Smart Restoration Limited. The marketing firm
creates some links which shows on search engines like; Google and Yahoo when a customer
search some relevant products. It is a way to divert customer traffic form search engines to
personal website of the company where they select a product to buy.
Social media marketing; New invention in the marketing, products and services can be
promoted by social media(Sin Tan, Chong and Lin, 2013). It is providing a vital network to work
and it is having a potential to serve products and services in their targeted customers zone. As
Smart Restoration Limited deals in furnitures they can make promotions by this, they can put
images of furnitures with prices and available discounts on it.
E mail marketing; It helps to communicate with the target customers. E mail marketing is
having potential to convey informations to a particular consumer. Companies can make
promotions by e mails, it can be targeted on demographical consumers or economical consumers.
The above given elements helps to company in internet marketing of their furnitures.
1.2 Evaluation of internet marketing mix
Internet market mix refers to basic factors of marketing principles produced by internet
channel. It haves basic methods used by internet, these e marketing mix will be used by the
marketing firm for the furniture company. An evaluation of these elements is here;
E- Products; As the company is having deals in new and furbished furnitures, marketing firm
can use their original image. Products are not available for customers to touch, they can see
images of their products(Shih, Chen and Chen, 2013). So marketing firm has to put actual
images of their products to manage morality in marketing.
E- Price; Internet marketing is having e- commerce to sale and purchase products, customers
and companies can use this for money transactions. Most of the companies has put price tags
with their product images which clarify about prices for a particular product, marketing firm has
to use this concept.
E- Place; Website and online portals can be stated as a place in internet marketing which provide
a medium to sale and communicate with their customers. It is better for the customers to
purchase products by their home, they can choose categories and select their products after

proper research(Shaw, and et. al., 2012). Medium Blue Search Engine marketing has to design
an easy format of website which helps to their customers to search and select their choice of
furniture.
E- Promotions; Most of customers are available on internet so marketing company has to make
attractive promotions for their furnitures. It can make quick impact on their target customers, it
just has a need to use suitable promotions for their target customers(Roberts and Zahay, 2012).It
is having variety in promotional activities like; video promotions, images by suitable methods
like; e mail and social media marketing.
E- Physical Evidence; It is related to the distribution centres and packaging of their products to
attract their would be customers. Websites and online portals is having so much impacts on
customers and most of the consumers are using this for shopping. It can surely increase number
of customers for the furniture company.
E- Peoples; Peoples which are engaged to produce marketing activities and delivery of products
are includes in this. It makes an image on their consumers cause they has a direct communication
and touch with their customers. Smart Restoration Limited has to use their trained employees in
this.
E- Process; Starting from order to place it has to be easier and quicker to give a relief to
customers. Marketing firm has to develop these type of structure where a person can purchase
easily and get the information about their delivery date(Nezamabad, 2011). Most of the
customers get confused and frustrate in this when their products not delivered on time and seller
unable to provide information about their purchased products.
1.3 Comparison of internet marketing tools
Marketing tools helps in to conduct promotional activities for a particular type of
customers. Selection of these tools are based on consumers and it helps to communicate with
them for a selected topic or a product. E mail, social media and content marketing is having large
use in internet marketing. Here is a comparison designed to give an information about these
marketing tools;
Social Medial marketing; In present time, several social media platforms are available e.g.
Facebook, Twitter etc. which connects peoples. Company can use this marketing which provides
a vital scope of consumers. It is not focused on a particular target customers, it emphasis on
public relations(Michaelidou, Siamagka and Christodoulides, 2011). The Smart Restoration

company can use this marketing tool to promote their name and products in public domain. It
helps to make public relations for the company.
E mail marketing; It is a tool which is effective in targeted communication and promotions of
the product. Manufacturer organisations can use this marketing tool to send a particular
information to a targeted customer(Jobber and Ellis-Chadwick, 2012.). It creates a way to
communicate with customers and emphasis on customers to revert back. It is having potential to
make customers and manage long term relationship with them for future needs, it helps to
increase number of satisfied consumers.
Search engine optimisation; Customers which are searching for relevant products and services
can be divert on the website by using this tools. It is having potential to convert peoples in their
customers. Company has to put themselves higher positions on search engines which helps them
to increase number of visitors of their websites. It is a type of direct visit of an outlet of a
particular product which searched by the customer.
Above given methods are helpful for Smart Restoration Limited to regain their market position, e
mail marketing is having potential to make proper communication with a particular customers
and on the other side social media marketing is emphasis on promotions in public domain(Huang
and Tsang, 2010). Social media like; Facebook can helps to the furniture company to enlarge
their scope of customers and make a presence in the market. Search engine optimisation helps to
make a direct sale, it is having quick result without confessing to customers. So these all methods
are used in different conditions and it can be used by the Medium Blue Search Engine marketing
firm in respect of furniture company.
1.4 Interactive order process works
It is essential for the company to make an easy process to place an order by their
customers. Interactive order process is having different stages and elements which helps to
customers and as well as the company to make sale and purchase products. This order process is
having a chain series of stages. An interactive order process is here to describe how it works to
sale out products;
Find a product; In the first a customer starts with searching of their demands. Websites is
having on options on toolbars where a customer can search their products or there options are
available for different categories(Heller, 2010). Furnitures are also having different categories
like; tables, chairs, computer desk, cubical etc.

Select in shopping cart; Customer's can choose those products in shopping cart which they have
need. This method helps them to select multiple products to purchase in a time which is time
saver for customers(Gautam, 2012).
Deliver time calculation and product availability; As the buyer select a product to purchase they
get an information about delivery time and product availability in stock. It helps to customer's to
take delivery of their products at home.
Payment mode; After the selecting furniture and confirming about products, they have an option
of payment. Customer's can make online payment by debit card, credit card and internet banking.
Consumers can use suitable options according to them.
Consumer feedback; It is essential to take feedbacks of customers after using services and
selling products. It helps to increase efficiency in order process and as well as to reduce errors
which faced by consumers during this process.
Confirmation and delivery information; Consumer get a confirmation message on their mobile
and e mail which is having order number, bank transaction number, delivery date
etc(Gangeshwer, 2013).
Online tracking; This is a facility provided by the Smart Restoration Limited to their customer
to know about their purchased products and their status where is it right now or when it will be
placed on consumers address.
TASK 2

TASK 3
3.1 Secondary market research to gain understanding of industry
Used data can also be used in the market research, it contains same potential as a primary
data. It is a cost effective method which can be used by the company to know about the latest
trends of furniture market and purchase power of customers. It has to be collected by authorized
sources to manage a authenticity in data analysis. Some sources are here which helps to gain
market conditions;
Published survey and reports; Some magazines and newspapers are making regular research on
market and these research are conducted in different segments like; furniture industry, fashion
industry etc(Fawzy and Dworski, 2010). it can be used by the Smart Restoration Limited to
know about market conditions and economical conditions of their target market. The furniture
industry has crossed £8 billion turnover in 2015 which shows the potential of the furniture
industry. Smart Restoration Limited has to make their efforts in their products developments and
they can get attain their financial objectives.
Online research communities; Public and private communities are having research on different
types of market which is including customer's purchase power and their choices(Fagerstrøm and
Ghinea, 2010). This can be used by the company to analyse about their market.
Google insight; It is a tool provided by the Google to check and compare latest market trends.
This one helps to the company to know about suitable market trend for their company which
helps them to increase number of customer's.
Government data; Government is also making regular research on different types of market,
changes in economy and census to know about potentials of different demographical. Most of the
customers are having affected by big urban markets and online shopping. Company has to use
these market to increase number of visitors in their stores.
3.2 Online survey to know about barriers of consumers in online shopping
As the Smart Restoration Limited is involved in the furnitures which is a type of
investments for their customers and their customers are possessive before buying these products
by online shopping, some points are here which having details on those general cause which
makes a barrier for their customers;

 Customers are highly focus on quality and stability for a long time which does not
analysed by images, so mostly consumers prefer offline method to buy a wooden
furniture(Corley, Jourdan and Ingram, 2013).
 As the Smart Restoration is dealing in the office furnitures so their would be customers
are mostly those businessman and person who are starting new business and office setup.
These person are highly concern about cost and they want lesser investment and better
quality in furniture.
Customer's survey also can be helpful to know about these causes in online shopping in furniture
industry. Questionnaire can helps to know these cause;
QUESTIONNAIRE
01. Do you know about Smart Restoration Limited and their work?
a. Yes
b. No
02. Have you ever done online shopping?
a. Yes
b. No
03. What attract you in online shopping?
a. Home delivery
b. Easy payments
c. Anything else
…......................................................................................................................................................
04. Problems you faced in online shopping?
a. Delivery of products
b. Selection of products
c. wrong deliveries
05. Payment which you prefer in online shopping?
a. Cash on delivery
b. Online payment when placing an order
06. What are the qualities you wants in a furnitures which you buying by a website?

…......................................................................................................................................................
This questionnaire surely helps to Medium Blue Search Engine Marketing firm to know about
those factors which stops shoppers to buy furnitures from online portals and
websites(Christiansen, 2011).
3.3 ECRM can be used to manage and analyse customer's interaction
Electronic customers relationship marketing helps to manage proper relationship with
targeted customer's by electronic medium such as internet. It is essential for an emerging
company to manage a proper communication with their targeted customers and they has to use
suitable medium for this. It emphasis on sale of products by making relationship with customers.
Electronic consumer relationship marketing can be held by internet marketing tools like; E mail,
social media marketing, website etc(Zarrella, 2013). The Smart Restoration Limited can analyse
their customer's demands by this. They can make communication with their old customers to
know about their needs and expectation in furnitures so they can use e mail to make a
conversation with them. By this they can generate a demand in their old consumers, it helps and
supports them to attain their objectives and their market position. Social media can be used in
public perspectives, they can post actual images of their furnitures on Facebook and ask for
suggestion to refurbish this(Tsai and Cheng, 2012). This surely helps them to meet customer's
expectation in their products. ECRM can help to company to make new consumers and enlarge
number of visitors on their websites which helps them to regain their market position.
TASK 4
4.1 Outline Internet market plan
As the company wants to use internet marketing for their products, they have to use
internet market plan which haves several steps and actions. This is a rapid chain series of actions
and strategies. But it is essential for the company to know about their actual conditions, strength
and weaknesses to make a plan according to these. SWOT analysis can be helpful in this
situation to know about organisation's status;
SWOT ANALYSIS
STRENGTH
As they are working in this sector from a long
WEAKNESSES
After recessional season, they could not get

time, they are having experience and old
customers data which can help them to perform
their marketing and business activities.
They are having business contacts which can
helps them to make activities in their target
market.
financial stability which is the biggest loophole
for them.
They are not quick as per customer demands
which is a cause of their downfall in furniture
industry(Taylor and Strutton, 2010).
Communication gap in between their
stakeholders.
OPPORTUNITIES
Lower investments in furniture is a need of
customer's to reduce installation cost of a new
office setup. As the company is dealing in old
and refurbished furnitures, they can be take
over this market and can be a leader of the
market.
They trading in sale and purchase of old and
new furniture which is a contemporary trend of
this market segment is creating an opportunity
for them to enlarge their number of customer's
and as well as their profits.
THREATS
Most of the old furnitures are having bad
conditions and quality so they are having
shortage qualitative old furniture.
Companies who are working in this segment
can use this market concept and increase their
market competition.
Customer's and seller can make a private deal
to purchase and sale their furniture which can
impact on their profits(Sin Tan, Chong and
Lin, 2013).
An internet market plan is here which is base on situational analysis;
Objective of the company; As the company is having deals in office furnitures, they has to make
their focus on those customers who are developing their own office. As the company wants to
get their old market position, they has to increase their sale three times more in the next two
financial years.
Target market and consumers; They are dealing in office furnitures, their target customers can
be a businessman and offices which is enlarging their setup and establishing their new setup in
different demographics. Educational institutions are having regular requirement of furnitures so
company has to make their contacts on these institutions and peoples to generate and lead on
demands.

Competitors; Several companies are working in this sector but they are using offline marketing.
But Smart Restoration Limited has to be aware about their market competitors(Shih, Chen and
Chen, 2013). Market challengers can use their policy and strategies which can reduce their sales
and market share.
Strategies; They can make differentiation in strategies on the basis of customers, they has to give
discounts for their old customers to manage a relationship with them. The company can give
extra service pack to give an extra care to them. Educational institutions are having regular needs
of furnitures and they want proper maintenance of their furnitures so they has to give an extra
service period to them.
Implementation and control; It is essential to furniture firm to make proper implementation of
their strategies so they have to make different segment of their customers and they have to give
them proper services and discounts as per their segmentation(Roberts and Zahay, 2012).
The above presented market plan surely help to Smart Restoration Limited to gain their market
position ans as well as their objectives.
4.2 Covered in poster
CONLCUSION
The above concluded report is having focus on internet marketing of Smart Restoration Limited
which is having Medium Blue Search Engine Marketing firm as a business partner. The furniture
company wants to gain their market position so now they are using internet marketing which is
the contemporary concept of marketing. It gives them options to choose suitable medium to
communicate with their customers. As the company is having old customer data, they has to
make relationship with them so they can use e mails to communicate with them. Smart
Restoration has to send a newsletter to their old customers for discount offers for them which
motivate them to rejoin the company for trade. The furniture firm has to be focused on their
customers and they have to give them proper response by making conversation with them and by
giving some extra benefits for them.

REFERECES
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Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
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