Measuring ROI of Social Media Marketing

The assignment content provides various articles and sources related to internet marketing, discussing its benefits, measurement of return on investment (ROI), and essential elements of a successful plan. It covers topics such as the impact of internet on marketing mix, usage and barriers of social media marketing, key performance indicators for E-commerce and Internet marketing, and more.

Internet Marketing

Table of Content
INTRODUCTION...................................................................................................3
TASK 1.....................................................................................................................3
1.1Explain the elements of internet marketing.......................................................................................3
1.2Evaluate the internet marketing mix ................................................................................................4
TASK 2.....................................................................................................................6
Covered in PPT.........................................................................................................................................6
TASK 3 .................................................................................................................14
3.1Conduct a secondary market research to gain an understanding of the industry ..........................14
3.2Design an online survey to understanding what stops shoppers from buying online.......................15
..........................................................................................................................................................16
TASK 4...................................................................................................................17
4.1 Produce an outline internet marketing plan....................................................................................17
4.2Create a poster presentation on pay per click advertising................................................................17
Covered in poster..................................................................................................................................17
CONCLUSION......................................................................................................17
REFERENCES......................................................................................................18
........................................................................................................................................................20

INTRODUCTION
In today’s era internet marketing became an essential tool for the organizations. It is a
medium through which the firm sells and distributes its products over internet. They also
promote their services online so that they can attract more customers than their rivals. The
business is based on the websites or email and through these the entity connects with the people.
It is combined with the e-commerce in order to perform the business transactions (Shukla, 2010).
By using this tool an enterprise can sustain its competitive advantage in the market as compare to
its rivals. The present report is based on Smart Restorations Limited which performs its
operations in London. They offer the office furniture to their customers and uses the concept of
internet marketing. The firm is more focusing on their promotional activities so that they can
create a strong customer base. The below mentioned report is focusing on the elements of the
internet marketing and these variables help them in increasing their sales. Along with this it also
explains the concept of file sharing system and how secondary market helps them in gathering
the data (Christiansen, 2011).
TASK 1
1.1Explain the elements of internet marketing
There are many elements of the internet marketing that help the company in order to deploy the
marketing plan. Marketers help the company in order to promote their products and services through
promotional activities. There are some internal and external factors that affect the performance of Smart
Restorations Limited and due to these factors the firm will not be able to achieve its objectives (Fan and
Tsai, 2010). Some products and services of the internet marketing are e-commerce, e-business and
digital marketing.
Digital Marketing: It is the marketing tactic that uses the electronic devices such as laptop, tables and
so on. It is used by the firm which includes websites, emails, social networks and so on (What is Internet
Marketing?. 2017).
E-commerce: It is the process of promoting the products and services of the company by using the
network such as internet. Smart Restorations Limited can offer its goods through online media. Some of
the technologies that are used by the e-commerce such as fund transfer, online transaction, mobile
banking and so on.
E-business: It can be defined as the application that supports all the businesses activities by using the
appropriate internet and communication technology.
The firm also gain advantages by using these internet marketing and through this they can create a
strong relationship with their consumers (Pomirleanu and et.al., 2013). They can also get the feedback
from their users and on the basis of that they can provide services so that customer satisfaction can be
increased.

1.2Evaluate the internet marketing mix
Marketing mix help the company in order to promote their products. These are controlled
by Smart Restorations Limited in order to attract more customers and provide products
according to the need of the customers (Tsai and Cheng, 2012). Elements of marketing mix
are:
E-Product: Product is the commodity that is purchased by the consumers in order to
satisfy their own need. The firm creates a product portfolio in that customers are not be able
to touch the products but they can see the images of those commodities (Miller, 2010).
E-Price: Price is the value of products that should be based on the quality. Smart
Restorations can use the pricing strategies like skimming and penetration. They can attract
more customers by providing them quality services at flexible prices (Benfits of Internet
Marketing. 2017).
E-place: It is the place where consumers are going to purchase products and services
from the seller (Nezamabad, 2011). Smart Restorations offer their commodities through
online media. The firm also conducts the survey through online media so that company’s
brand image can be improved. The company creates a online sales portal which is considered
as virtual organization so that customers can directly purchase products from the company’s
website.
E-Promotion: Smart Restorations Limited can attract customers through promotional
tools and techniques. The firm can promote its products through social media, email
marketing and search engine marketing.
1.3Compare internet marketing tools, ETools
In the present era business organizations can use many marketing tools in order to attract
more customers as compare to the competitors (Corley, Jourdan and Ingram, 2013). They can
use marketing tools such as interactive digital TV, internet protocol televisions, digital radio,
tweeter feed, facebook, pinterest and so on. Some of these tools are used by the firm in order to
create content and some are used by the marketing manager in order to promote the products.
Through these the firm will also be able to analyze and monitor the performance of the internet
marketing. Online marketing tools help the firm in order to achieve its overall objectives so that
they can achieve its profits. Through these tools the entity will be able to build a good
relationship with the people and they can also conduct a online marketing campaign in order
convert the regular customers into loyal consumers (Sozinova and Fokina, 2015).
Company website: For this, Smart Restorations Limited have to make an effective website so
that it can attract more customers and provide them some offers (Sweeney, MacLellan and
Dorey, 2015.). Through this, they will be able to create strong customer base as compare to its
rivals.

Online payment: For an effective transaction, the firm can take payment from their
customers via mobile commerce, fund transfer. This facility should be provided to the company
on their website (What Are The Essential Elements Of A Successful Internet Marketing Plan?.
2015).
Online advertisement: Company can use many online advertisements methods such as
facebook ads, google ads provide them opportunity to attract more customers (Gautam, 2012).
1.4 Examine how the interactive order processing will work
Smart Restorations Limited offer its products and services through the online media so
that they can increase the customer satisfaction among its customers (Chen, 2011). They also
provide online sales store and from that store customers can purchase products and services
according to their interest. On that store the firm also provide a service that consumers can
consult with the employees if they have query regarding the products. They use a sequential
process in order to accomplish the interactive order process. In first step the firm should provide
products on their website and products should be there according to the category like men,
women. In the second process the product are added into the shopping cart as per the choice of
customers. In the third step users are logged into their own Smart Restorations Limited account.
In the second last step customers make payment and choose the delivery methods. Payment can
be done through the credit and debit cards. At last, the users got their products in hand after that
they can also provide the review. Along with this, they can also suggest some changes that can
improve the performance of the company (Tsiotsou, Rigopoulou and Kehagias, 2010). The
manager can also conduct a market research that may help in order to identify their changing
needs of the people.

TASK 2
Covered in PPT

.
TASK 3
3.1Conduct a secondary market research to gain an understanding of the industry
Smart Restorations Limited conducts a survey in the market in order to identify the
changing need and demand of the people (Taylor and Strutton, 2010). In the market research the
manager will be able to gather the information about the people and on the basis of these
demands the firm offer products to their customers. For this, they can collect data by using two
methods primary and secondary. In primary method they can collect the data by using some
methods such as interview, questionnaire, observation and focus group. In the secondary market
research, the manager gets the information from the journals, research papers, government
policies, internet, newspapers and television. Through this kind of survey the firm can ensure the
customers relationship management. In order to increase the satisfaction among consumers
Smart Restorations Limited has to focus on the customer relationship management. The
company can identify the buying behavior of the consumers and on the on the basis of that they
can make strategies that can increase the satisfaction among customers (Sinha, Ahuja and
Medury, 2011). Secondary market research can gather the data and on the basis of that CRM

practices can improved. Smart Restorations Limited conduct a loyalty program in London so that
they can create a base of loyal customers (Michaelidou, Siamagka and Christodoulides, 2011).
Company also provide some discounts to their customers if they purchase products in bulk. In
order to improve the customer relationship management the enterprise uses the technological
advancements. Through these , the firm can analyze the past data of the company and according
to that they forecast the data. According to that they can make some strategies that can satisfy the
need of customers. Further, by using the online methods the firm can also get the reviews of their
consumers and they can change their strategies accordingly (Tse, 2013).
The secondary data contains the information that are already available in the magazines or
newspapers. Smart Restorations Limited has collected the information from the newspaper and
than the information is used in knowing about the policies and the products of the organization
the newspaper is according to the information in the newspaper that survey analyzed the
changing needs and the demands of the people in the market about the products.
3.2Design an online survey to understanding what stops shoppers from buying online
Online research survey can be designed by the manager of Smart Restorations Limited.
Through this method they can identify the customer satisfaction that they are satisfied or
dissatisfied with the services of the firm (Gilmore and Erdem, 2011). This survey should be
designed on the website of the company so that after purchase they will be able to get feedback
of every consumer. These are designed so that they can get the review of every customers and
made changes according to the need so that they will be able to satisfy the need of the people. An
enterprise encourages customers by providing them gift vouchers and discount so that they fill
the form. In order to conduct online survey, the manger can prepare a questionnaire. In
questionnaire, he can include open ended and close ended questions (Fagerstrøm and Ghinea,
2010).
A format of online survey is given below:
1 Have you ever purchase any product from Smart Restorations Limited?
 Yes
 No
 Don’t remember
2 How are you satisfied and dissatisfied with the services of the company?
 Quite satisfied
 Somewhat satisfied
 Neither satisfied nor dissatisfied
 Quite dissatisfied
 Extremely dissatisfied
3 Do you think staff members behaved well with the customers?
 Yes
 No

 Neutral
4 How long you are a customer of Smart Restorations Limited?
 months
 1 year
 More than 1 year
 Less than 1 year
 Less than 6 months
5 How often do you use the products?
 Once a year
 Daily
 Weekly
 Once a month
 Every 2-3 months
 2-3 times a year less often
 Do not use
6 Have you ever contacted customer service?
 Yes
 No
7 Based on your experience with the products, would you like to recommend this product to
your friend?
 Definitely will
 Probably will
 Might or might not
 Probably will not
 Definitely will not
3.3 Electronic customer relationship marketing can be used to analyze customer interactions
Customer relationship is a strategy that is used by the business organization. On the basis
of this they develop a good relationship with their customers (Heller, 2010). Electronic CRM is
used by Smart Restorations Limited over internet that focuses on building the relationship with
the consumers. Some of the tools and techniques that that are used by the firm are email,
warehousing, data mining and so on. This strategy combines the people, process and technology
that help them in developing the good relationship between the seller and buyer. The company is
more focused on the customer satisfaction and for they conduct a online survey. Through this
they identify the need of people and the firm offer products according to their demand. The
major benefit of this approach is that they get the e-loyalty from the people of country. For
example, E-CRM store the past purchasing behavior of people and on the basis of that they
develop the strategies and offer products (Huang and Tsang, 2010).

TASK 4
4.1 Produce an outline internet marketing plan
In internet marketing plan the firm have to first conduct a situational analysis (Hoffman
and Fodor, 2010). There is tough competition in the market of UK because there are many
industries which are offering furniture. The SWOT analysis of the Smart Restorations is :
Strength Weakness
Maintenance of customer data
Good relationship with supplier and customers
Innovative products
High end technology
Value proposition
Non maintenance of legal laws
Perform its operations in UK
Opportunities Threat
The firm can expand its operations in many
other developing countries
Expand its product portfolio
The firm can deploy its customer relationship
management activities
Competition is there in the market
Legal obligations like health and safety laws
External analysis of the Smart Restorations Limited can be analyzed with the help of
PESTLE analysis. Technology is the major factor that provides the innovative products to the
customers at flexible prices. Here, the firm uses the e-tools in order to increase their sales and
enhance the customer satisfaction level. Legal and social factors are also important in order to
improve the smooth functioning of the business organization. Here, online marketing plan is
deployed for the Smart Restorations Limited and its objectives are:
 To improve the customer satisfaction level among all the services users of the company.
 To increase market share as compare to other rivals.
Aims of internet marketing plan
 The plans helps in the analyzing the correct information about the company dealing in
furniture and the types of the material the company is using in manufacturing the
furniture.
 The online marketing of the furniture helps in increasing the customers and easy access
for the people to buy the furniture.
 The leaflet helps the people in knowing the different designs that are available at the
furniture industries.
 It helps in maintaining the good relations with the customers so that customer loyalty can
be maintained.

 The industry can expand its production line in the different countries as to increase the
profits for the organization.
 It helps in knowing the overall cost estimation of the products to sustain its presence in
the market and to increase its market share.
4.2 Create a poster presentation on pay per click advertising
Covered in poster
CONCLUSION
From the above mentioned report it has been criticized that internet marketing is
important for the organization. Through this the level of satisfaction can be increased among all
the customers. The firm can also use online public relation in order to maintain their brand image
so that they attract more customers. Promotional activities are used by an enterprise so that they
can sustain their competitive advantage as compare to other market players. Smart Restorations
Limited should conduct the survey in the market so that the manager will be able to identify the
need of the people. SWOT analysis should be conducted by the firm in order to analyze the
internal and external environment.
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What is Internet Marketing?. 2017. [Online]. Available through:<
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