E-Consumers and Internet Marketing Issues in the Travel Industry

The provided assignment content consists of a collection of research articles and reports related to internet marketing, e-commerce, and digital communication. The papers explore various aspects of internet marketing, including consumer hopefulness, the importance of attending to e-consumers, and strategies for developing, operating, and maintaining effective online marketing campaigns.

INTERNET MARKETING
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1.1 Elements of the internet marketing........................................................................................3
1.2 Measure the internet marketing mix......................................................................................4
1.3 Comparing the internet marketing tools-e-tools....................................................................5
1.4 Examine the interactive order processing of the Primark......................................................5
2.1 Mechanics of the search engine marketing............................................................................6
2.2 The copy for a suitable opt-in email marketing newsletter....................................................7
2.3 Guidelines for best practice in online public relations...........................................................7
2.4 How businesses can use new digital media communities......................................................8
3.1 Conduct secondary market research......................................................................................8
3.2 Design an online marketing survey........................................................................................9
3.3 The use of electronic customer relationship marketing.......................................................10
4.1 An outline internet marketing plan......................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
In the technological advanced scenario, the companies now a day’s concentrate on
targeting the wide customers range through the effective medium of internet marketing (Duffy,
Yen and Cross, 2004). The internet marketing is being termed as the tool that is used by the
organization to advertise or promote their products via internet. This modern marketing tool will
assists the company in targeting the large customers of the different segment and also drive the
sales of the products. The present report is conducted on the Primark company, it is an Irish
clothing retailer that mainly serves in selling the diverse range of the fashionable clothing
apparels, branded cosmetics etc. while, the company also deals in selling the fashionable apparel
at the reduced cost.
The report mainly focuses on the different ways in which the businesses sell their
branded and the high-end fashionable products to the customers through the internet medium.
Further the report also concentrates on designing the internet marketing plan so that, they should
render the diverse products to the market customers.
TASKS
1.1 Elements of the internet marketing
Internet marketing plays a vital role in advertising and promoting the products and
services of Primark Company among the large market customers by covering cast geographical
area (Lee, Sung and Arnold, 2005). The key elements in the internet marketing are: Online marketing: Online marketing is the key element in the internet marketing that
help the firm in promoting the Primark product and services over the internet. As, in the
contemporary scenario all the organization mainly focuses on marketing and selling the
fashionable apparels through the online modes like PPC advertisement, E-mail marketing
etc. Social media marketing: Another element of the internet marketing includes marketing
through the social media sites (Trim, 2002). Right now, the social media marketing is
getting popular as compare to the other online medium. It is essential for the Primark, as
it emphasizes on attracting the customers by displaying the wide range of the fashionable
apparels for both men and women. Thus, it will also result in increasing the sales pitch in
the market.
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 E-commerce: It is also termed as the electronic commerce, as it will help the Primark
Company to ensure trading in the various products and services via adopting the internet
(Meeker, 2014). Thus, it will also result in delivering the products and services to the
proper place through the single systems.
1.2 Measure the internet marketing mix
The internet marketing helps the Primark Company in delivering the convenient services
to the customers so that, they can satisfy the requirement of the customers. The proper marketing
mix will help the Primark in marketing and advertising their wide range of apparels in the
different geographical region: Product: The first element in the marketing mix include Products, this determine that
what range of the fashionable clothing products is being rendered to the customers for
meeting their changing demands and the preferences (Mayzlin, 2006). The selected
product which should be delivered through the online medium has to be attractive so that,
they can influence the decision of the buyers in purchasing the products. Price: Another element of the internet marketing include price. Price is also considered
as an effective element that influence or persuade the customers in purchasing the
products and services. Primark Company while dealing the products online usually set
the low prices to capture the large market customers. Place: For ensuring the internet marketing, the Primark Company mainly sets up a
website for promoting their products and services. The customers can conveniently order
the clothing and the apparels from their respective place. Setting up the online business
will help the Primark Company in avoiding the extra costs while, it ensures in timely
delivering of the products and services to the customers (Kull, 2004).
 Promotion: Promotion is also an essential element in the internet marketing mix, as it
will generally drive the sales of the fashionable products in the market. The company
often promote by using social media marketing so that, they can capture the wide range
of the customers.
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1.3 Comparing the internet marketing tools-e-tools
The internet marketing tools-e-tools assist the Primark Company, as it may act as the
driving force that will ensure in generating the sales of the high-end fashionable clothes in the
market (Kiang, Raghu and Huei-Min Shang, 2000). Through adopting these tools, the company
can also promote the products to the other customers of the varied segment. The two internet
marketing tools are: E-mail: E-mail is the oldest internet marketing tool that ensures advertising the sale of
the fashionable products through circulating an E-mail or the message to their market
customers that prefer to purchase the clothing from the Primark Company. The company
mails the discounted offers to the selected customers who mainly buy the products as it
does not serve the large customers (Epstein and Yuthas, 2007). While, the firm mainly
sends the E-mail to their customers once in the month.
 Social media marketing: The social media internet marketing tool is far different from
the E-mail. As, the company by designing their official web page will advertise and
promote their products to the broad customers which visits the social media sites like
Facebook, Twitter, instagram etc. the Primark management should continuously update
their page by the new products and the offers so that, they can attract the customers in
purchasing the clothing products.
1.4 Examine the interactive order processing of the Primark
Ordering processing is being defined as the procedure which is related to ordering the
clothing products, packaging and delivering the clothing products to the market customers
(MacInnis, De Mello and Patrick, 2004). While, the Interactive Order Processing is a kind of e-
commerce method in which the Primark Company can increase the sales and logistics of the
fashionable clothing products through the internet technology. The Interactive order processing
of the Primark includes: Selecting the supplier: The first step in the interactive order processing include choosing
the supplier that will supply the raw material for the clothing apparels so that Primark
should produce the final product.
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 Selecting the products: After choosing the supplier the company will select the product
that they want to sell in the market as per the requirement and the needs of the customers
(Duffy, Yen and Cross, 2004). Placing the order: After selecting the product the company will place the order of the
raw material that they need to purchase for manufacturing the high-end fashionable
products. Online confirmation and delivery option: After placing the order the Primark should
confirm the online purchase of the raw material. While, they should also view the
delivery option that are available to them. Authorizing the payment: After that the company ensure the payment of the selected raw
material. As, there are number of option available to the management like cash on
delivery, card payment etc. they should clear the payment option (Strauss, Frost and
Ansary, 2009). Tracking the order: The order processing also ensure the tracking of the order that is it is
being dispatched from the location or not. The manager can also track the location of the
cargo that is when it will be deliver to the company.
 Delivery of the product: The interactive order processing lasts when the supplier deliver
the raw material or the products to the ultimate customers that is Primark company.
2.1 Mechanics of the search engine marketing
Search engine marketing is the modern marketing tool that help in attracting the large
number of the customers around the world. While, it is also being consider as an effective
internet marketing tool that will help in rendering the quick delivery of the products to the
customers without any duplication (Harden and Heyman, 2009).
The search engine marketing include search engine optimization as well as the pay per
click advertisement so that Primark should advertise their products in the international
marketplace. The search engine optimization is the process that increases the customers of the
website that result in the making the organization on the top of the result pages. This is an
effective tool. While the another include pay per click, this is the another tool of the search
engine market that ensure that the Primark will pay the publisher that is website owner when
ever the visitors click the advertisement in the internet.
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2.2 The copy for a suitable opt-in email marketing newsletter
With the developing technologies the internet marketing plays an effective role in
attracting the new customers, building the brand image of the company etc (Lee, Sung and
Arnold, 2005). while, the appropriate opt-in email marketing newsletter by the Primark company
also help in generating sales by targeting large customers. The copy of the opt-in email
marketing newsletter include:
E-mail newsletter
Discount on the branded products
Dear subscribers,
This to communicate you all that company has introduce an sale for the website or the online
users. The organization has decided to offer the wide range of the discounted products to the
customers those prefer to purchase our products through the online website. The offers are
limited so grab the opportunity to purchase the branded product at the discounted offers.
To avail the offer click to the subscribe option below you will receive an authentic code. Then
you should buy the branded clothing apparels on the discounted rate.
Subscribe me
www.Primark.com
2.3 Guidelines for best practice in online public relations
The Primark should follow the certain guidelines or the program so that they should
render the best practices in maintaining the online public relationships. This will ultimately help
the company in forming the positive image of the company among their market customers
(Christiansen, 2011). Resolving the issues and queries: The company while, rendering the services through
internet should keep resolving the queries of the customers in the effective manner so that
in future they should purchase the product from the Primark company. Display advertisement: The company can also maintain the online public relations by
displaying the fashionable clothing apparels in the official website through which the
visitors or the customers may frequently communicate with the employees about the
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product quality and the durability (Eid, 2005). Thus, this will result in building the
healthy relations among their customers.
 Update the product information: The Primark should continuously update the
information regarding their products so that customers should be aware about the prices
of the different products. While for managing the online relations Primark should also
update the information about the new offers or the products through the emails, their
official web page or on the social media sites.
While, all these guidelines will help the Primark manager in managing the online
relations with their customers in the market (Elliott and Boshoff, 2007).
2.4 How businesses can use new digital media communities
In the technological advanced market the Primark Company use the digital media
communities to advertise or promote the high-end fashionable and the discounted products
among the international market. The various digital media communities that can be used by the
Primark include: Social Media: Through the social media sites the Primark company can easily share the
photos of the products and the video of the company to the large customers (Eid,
Elbeltagi and Zairi, 2006). With the help of social media the company can easily
communicate with the customers over the internet while also features the wide range of
the apparels on the sites.
 File-sharing sites: It help the Primark company in files that mainly include the images,
video and e-books with the market customers so that they should come to know about the
company and their services. Different file sharing sights are YouTube, Facebook, Flicker
etc that help in sharing documents, images and video to the large customers.
3.1 Conduct secondary market research
The Secondary market research is being conducted to access the information from the
market customers about the company that is how they are performing in the market scenario
(Sweeney, 2004). The company often conduct the secondary market research through different
channels like newspaper, internet, articles, researches etc. from the collected data and
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information about the company the manager of the Primark would frame the effective strategy to
meet the requirement of the customers.
Through obtaining the information the company should also focus on maintaining the
relationship with the customers so that they should perceive the long term relationship (Racine
and et.al., 2007). Through maintaining the customer relationship the company also enhances the
sales of their fashionable products in the markets. Customer relationship management assists the
Primark in maintaining the relationship between the customers by continuous meeting their
requirement. While, the secondary market research also help the firm in supplying the quality
clothing for both men and women.
3.2 Design an online marketing survey
The questionnaire has been prepared to gain the necessary information and data about the
customers choice and preferences regarding the organization. For this company has chosen 50
representative that are the customers that purchases the products from Primark.
QUESTIONNAIRE
Section-A
Note: The individual is being require to fill the questionnaire by their own and the personal
information should not being disclosed to any third party.
Name: ___________
Age: _____________
Address: ____________
Gender:
 Male
 Female
E-mail ID: _____________
Section-B
Note: The individual is being require to fill the questionnaire by their own
1. Are you satisfied with the fashionable apparels and the clothing that we offer ?
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Satisfied
Neutral
dissatisfied
2. How many times do you purchase the clothes through the Primark official website?
Once in a month
Twice in a month
Rarely
3. Did the website displays the clothing price information?
Yes
No
By conducting the survey through questionnaire method it has being identified that
customers mainly prefer to visit official website of the organization for purchasing the
fashionable products. However, with the questionnaire the Primark also come to know about the
customers choices and preferences regarding the fashionable products.
3.3 The use of electronic customer relationship marketing
Electronic customer relationship marketing is being defined as the effective process that
help the company in engaging with their market customers (Elliot and Boshoff, 2005). While, it
also assists the customers to access the various and wide range of the fashionable clothing and
cosmetics items the is being provided by the Primark company. The various benefit of the
customer relationship marketing include:
 The eCRM benefit the customers in providing them convenient options to access the
products of the Primark company. As, well as it also provide the convenient option in
ordering the processing in the effectual manner (Trim, 2002).
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 The e-CRM also benefit the Primark in maintaining the healthy relationship with the
market customers by considering their negative feedback and by providing them quality
fashionable clothing products.
 While, it also help the Primark company in retaining the existing and the loyal customers
that prefer to purchase the products form their online website.
4.1 An outline internet marketing plan
As, the Primark company mainly deals in providing the fashionable clothing apparels
through the online medium (Mitchell and Strauss, 2001). So, the company should outline an
proper internet marketing plan that will help them in promoting and advertising their products
through the online business: Situational analysis: For outlining the internet marketing plan the Primark management
should measures or determine the various factors that is profitability, sales ratio etc (Cox
and Koelzer, 2002). Channel analysis: The another important element in the internet marketing plan include
measuring the various channels through which the company successfully sell their
products to their ultimate customers. The Primark features their authentic website to deal
their branded clothing with the customers.
 Estimating the resources: The internet marketing plan of the Primark company include
the estimating the various resources that is being required to successfully carry out the
internet marketing plan (Mohammed and et.al., 2003). As, to ensure the proper internet
marketing the company need the highly technical staff or the employees that will sell the
clothing through the online medium.
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4.2 Presentation on pay per click
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CONCLUSION
Conclusively it can be said that internet marketing has changes the advertisement and the
promotional activities of the firm. As, these online marketing strategy help the company in
targeting the bread customers residing in the different countries around the world. The report has
also concluded that the company need an out,line internet marketing plan so that they should
successfully lead to target the customers and generate their sales.
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REFERENCES
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Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
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Cox, B. G. and Koelzer, W., 2002. Internet marketing. Prentice Hall PTR.
Duffy, V. G., Yen, B. P. and Cross, G. W., 2004. Internet marketing and product visualization
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management. International Journal of Computer Integrated Manufacturing. 17(1). pp. 1-
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the business-to-business context in the United Kingdom.Marketing Intelligence &
Planning. 23(3). pp. 266-280.
Eid, R., Elbeltagi, I. and Zairi, M., 2006. Making business-to-business international internet
marketing effective: A Study of critical factors using a case-study approach. Journal of
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Elliot, R. and Boshoff, C., 2005. The influence of organisational factors in small tourism
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Harden, L. and Heyman, B., 2009. Digital engagement: Internet marketing that captures
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travel agency website: attending to e-consumers and Internet marketing issues. Journal of
Travel & Tourism Marketing. 17(2-3). pp. 205-223.
MacInnis, D. J., De Mello, G. and Patrick, V. M., 2004. Consumer hopefulness: construct,
relevance to internet marketing, antecedents and consequences.International Journal of
Internet Marketing and Advertising. 1(2). pp. 174-195.
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Online
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<http://www.mattimar.ee/publikatsioonid/ettevottemajandus/2004/06_Kull.pdf>.
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