Internet Marketing Introduction 3 Task 13 1.1 Elements of internet marketing

Internet Marketing

Table of Contents
Introduction........................................................................................................... 3
Task 1.................................................................................................................... 3
1.1Elements of internet marketing.....................................................................3
1.2Internet marketing mix ................................................................................. 4
1.3Comparison of internet marketing tools........................................................5
1.4Interactive order processing work.................................................................5
Task 2.................................................................................................................... 6
2.1 Search engine marketing and its mechanism...............................................6
2.2 Suitable opt-in email marketing newsletter..................................................7
2.3 Best practice in online public relations.........................................................7
2.4 New digital media communities....................................................................8
Task 3.................................................................................................................... 8
3.1 Conduct secondary market research............................................................8
3.3 Electronic customer relationship marketing..................................................10
Task 4.................................................................................................................. 11
Conclusion .......................................................................................................... 13

Introduction
Internet role plays a vital role in the modern business environment and provide long term
success. It is related with the application of marketing concept and tools by using of
electronic media such as internet. Therefore, each and every corporation are using such
platform in order to expand their operation in an effective manner (Tiago and Tiago, 2012).
In the modern era, there are large number of people using internet through Facebook, You
Tube, Instagram etc. In this case, a firm need to use internet applications in to their marketing
techniques in order to reach to its end user and provide a long term growth to its business.
This report is based on Tesco PLC which one of the largest supermarket chain in the United
Kingdom and they also conduct their operation in to other parts of the world (Nosrati and et.
al., 2013). The main purpose of this report is to understand the concept of internet market and
its effective application in order to gaining competitive advantage.
Task 1
Elements of internet marketing
It is essential for a business unit is to understand the different elements of internet marketing
which helps to sue in the current business situation. These are various aspects which
considered by the cited firm before applying all these elements in to their business (Kent and
et. al., 2013). These are:
Website: A website an internet platform where a company can communicate directly with
their stakeholder such as customer, employees, suppliers, investors etc. With the helps to
such application Tesco can put all relevant information which can be easily accessed by them
(Hung and et. al., 2012). For instance, cited enterprise can provide all financial data on their
website which can provide the real picture of their performance at the right time to its
customers.
Social media marketing: Today, there are millions of people are using social media to interact
with each other. These platforms can involve Facebook, Instagram, Twitter, LinkedIn, You
Tube etc. (Gautam, 2012). For example, Tesco can use these platforms in order to create
awareness of their new fashionable clothing range to its customers in a cost effective way.
Search engine marketing: This is one of the significant element of internet marketing where a
company can promote their products to its customers. For instance, Tesco can pay to the
search engine operator to provide information and promote their products in an effective way.

Digital marketing: It is related with the conducing marketing activities by using different
from of marketing tools such as website, search engine, social media pad ads etc. (Chaffey,
2010).
Thus, Tesco required to use all these elements in to their marketing which is very crucial in
the modern time. Further, they also need to connect with its customer in a much better way
and maintain a good customer relationship management with them (Hoffman, and Fodor,
2010). So that they can create competitive advantage in the market and maintain their market
share as in an appropriate way.
Internet marketing mix
Marketing mix is related with the 4P’ssuch as product, price, place and promotion and it sue
in strategies to gain competitive position (Michaelidou, Siamagka and Christodoulides,
2011). In the context of internet these all four tools can be applies in a digital way. These
involves:
Product: This is significant for a business organization is to analysis and put their products on
their website. There is huge difference between physical selling and online selling
(Kondopoulos, 2011). It need a variety of aspects such as product picture, features,
information, price and other elements can be provided through internet. For example, Tesco
can provide 3d image of their fashionable clothing in more effective way. Further, they make
sure that their products look good and attractive for their potential customers.
Price: This is another element in where a company required to make payment more effective
and easy for their customers. Tesco can offer festive discount to its customer which can help
to increase market share and revenue. They can also make their payment online which
reducing time of its customers (Moss, Wulf and Mullen, 2013). For example, cited firm can
also provide installment facility to its loyal customers and gain competitive advantage.
Place: This is the third approach of marketing mix which related with the distribution center
and store. In the context of Tesco, they can open their digital store in term of website and
mobile application, where a customer can easily place its order which reduced time
(Ducournau and et. al., 2011). But this is the responsibility of a company is to offer deliver its
product at the right time leads to increase customer satisfaction level.
Promotion: It is related with advertising and promotional aspects of firm’s products and
services in an effective manner. Tesco can use social media techniques to promote and create

awareness of their products in an effective manner which is very crucial and helps to gain
competitive advantage.
Comparison of internet marketing tools
There are various internet marketing tools which are used for promoting products and
services in a digital way. These methods can be:
Social networks: This is one of the most usable tool for marketing which promote and offer a
company’s products and services to its end customers (Tiago and Veríssimo, 2014.). There
are millions of people who are using these networks and having different types of information
through online. Tesco can use these application and collect a variety of information from its
customers. For example, they can conduct customer survey and evaluate this information to
improving its product range and increase sales.
Social news: There are different types of micro blogging site where a customer which having
billions of data can be used by the enterprise (Zhao and Zhu, 2010). Tesco can use Slashdot
and Reedit can be used by them and provide updated information of its product and its
features which is very crucial for a product success in the near future. For instance, cited firm
launch its new clothing range for women. They can use different social news and provide the
relevant information to its customers in a suitable manner and create awareness in the market
which is significant at the introduction stage of the product.
Email marketing: It has become one of the most useful tool for a business never before
introduced in the market. Email marketing is related with the direct marketing and use for the
relationship marking and maintain a long term relationship with them (Dehkordi and et. al.,
2012). Tesco can send email to its customers and informed to any specific information. For
example, they introduced a discount in the festive season. With the help of Email, they can
communicate with all customer and building awareness in a limited period. So that they can
gain competitive advantage and increase its market share and profitability as compare to
other firms.
Interactive order processing work
Supply chain having a large significant for a company and building value for their operations.
A SCM refers to acquiring goods from suppliers, transform in to finished good and delivering
to the end customers. Therefore, an integrated supply chain helps to reducing major issue and

increase the effective and minimizing operational cost. There are different components which
involves:
Order processing This is a system where a company receiving order directly from
its customers. It is a technological tool in which customer
placing order to the company on their data store (Hofbauer,
Stangl and Teichmann, 2010). The main purpose of this
approach is to increase the satisfaction level in order tom meet its
short and long term targets in an effective manner.
Online conformation The cited firm can be conforming such order through online and
sending a conformation message to its customers through mail or
SMS.
Tracking of order This is another facility where a customer can easily track their
order at the real time. Tesco can use GPS for such system and
increase customer satisfaction level.
Delivery At this stage, Tesco can send their products directly to its
customers. The cited firm also provide various option to term
such as Cash on delivery, Payment in Advance etc (Abbott and
et. al., 2013).
Data integrity One of the challenging task for a company is to integrate and
store their data in the longer run and use it in the near future. For
this they can use FIREWALL and other aspects where such data
are integrated and shared by different functional department at
any time.
System security This is the responsibility of the company to provide enough
security to their data. Because, there are variety of information
which sensitive for the company should be protected by using
approached cyber security in the long run (Persaud and Azhar
2012).
Task 2
2.1 Search engine marketing and its mechanism
Search engine marketing refers to the promotion of company’s website through increasing the
visibility in search engine results. It is also known as search engine optimization where a firm
create awareness of their webpage by using different digital media tools and develop
competitive advantage in the market. In the context of Tesco which having following pros
and cons (Sisodia and Telrandhe, 2010). These are:
Advantages of SCO:
Tesco can use SCO in order to target is customer is more effective way. For instance, Tesco
wants to introduced a new product and they can sue search engine in their marketing a
campaign in more effective way.