E-Commerce Strategy and Digital Marketing

This assignment delves into the world of e-commerce strategy and its intersection with digital marketing. Students are tasked with analyzing various e-commerce strategies employed by companies, examining the influence of digital marketing tools like search engine optimization (SEO) and pay-per-click advertising (PPC), and evaluating the effectiveness of these approaches in driving business growth. The assignment encourages critical thinking about current trends and challenges within the e-commerce landscape, drawing upon provided case studies and scholarly research.

INTERNET MARKETING

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing .............................................................................................3
1.2 Internet marketing mix of Nike..............................................................................................4
1.3 Comparison of internet marketing tools – e-tools..................................................................5
1.4 Interactive order processing...................................................................................................6
TASK 2............................................................................................................................................6
2.1 The mechanics of search engine marketing...........................................................................6
2.2 Copy for a suitable opt-in email marketing newsletter..........................................................7
2.3 Guidelines for best practice in online public relations...........................................................8
2.4 How businesses can use new digital media communities......................................................8
TASK 3............................................................................................................................................9
3.1 Secondary market research ...................................................................................................9
3.2 Online survey of Nike Inc. ....................................................................................................9
3.3 Use of electronic customer relationship marketing.............................................................10
TASK 4..........................................................................................................................................11
4.1 Internet marketing plan of Nike...........................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Internet is becoming one of the top most priorities of each individual nowadays. Due to
its increasing usage people are stuck with it for a longer time period in a day (Alfonso and
Valbuena Miguel, 2006). It attracts them towards the several websites of different organization
and makes them familiar with online shopping. Moreover, it can be stated that internet marketing
understands all those activities which business conducts through the worldwide web. It is the
best effective way which helps in attracting new business and developing brand identity
worldwide.
In this regards, the present study is based on the Internet marketing of Nike Shoes which
is an American Multinational Corporation and manufacturer of worldwide marketing and sales of
footwear (Cagliano, Caniato andSpina, 2003). Marketing manager of this cited firm is planning
to design an effective internet marketing plan through which they are able to develop positive
brand identity around the world. Further, this study gives appropriate description about the skills
required to use the internet for promotion, advertising, market research, interactive
communications as well as developing customer relationships. It gives proper justification about
the increasing importance of the internet marketing.
TASK 1
1.1 Elements of internet marketing
In order to develop effective and best suitable marketing plan it is highly essential to use best
elements of internet marketing. Through this, they are able to market their products by the using
digital channels (Chadwick, Doherty and Anastasakis, 2007). In this concern, some of the most
common marketing elements are as follows:
 E-mail marketing
 Pay-per-click advertisements
 Display advertising
 Search engine optimization
By the way of using all the above given elements organizations can easily develop better
relationship with their customers and provide them best suitable information as well. However,
Nike is one of the most promising brands worldwide (Chaffey, 2009). It is essential for them to
maintain loyalty among customers. By incorporating such elements in their internet marketing

plan they are able to grab attention of more number of people. It helps in providing quality
services to all their consumers worldwide.
With the help of SEO they are able to come up on the top navigation of any Google
search bar. It helps in enhancing brand image of company and developing making their websites
more attractive (Coleman, 2010). Through e-mail marketing Nike can easily provide relevant
information to their customers about any type of discount offers as well as new products at their
store. By sending such mails they can make their consumers more loyal. It can be define as a best
and cost effective marketing tool to stay in touch with consumers regularly (Dave, 2009). At the
time of selecting any layout for their website it is essential to select good and attractive features.
By incorporating all such elements of internet marketing companies are able to enhance higher
competitive advantage.
1.2 Internet marketing mix of Nike
Internet marketing mix consider all the different marketing elements i.e. E-products, E-
price, E-place, E-promotion, E-people etc. Majority of people these days are purchasing different
products from the online stores due to ease and convenience options.
E-product is first marketing mix element which is available in different categories as well
as colors and prices (Dou and et al., 2010). They contains formal shoes, sport shoes etc. in
different shapes, colors and prices. In addition to this, it contains another marketing mix i.e. E-
price. Nike believes in making their prices competitive not cheapest. They usually provide high
quality products on best prices and they usually go for the option of free home delivery services
as well. Moreover, it is being regarded that one of the major requirements of any organization is
to provide right product at right time at right place (Enrico and Paul Lapoule, 2012). For the
same, E-place is where customer can get different products and Nike’s online store is one of the
most prominent stores from where buyer can get any type of product easily.
In addition to this, promotion can be done with the help of sending personal mails and
advertising on social media sites. It is the best way through which Nike can easily attract more
number of customers. E-process is last marketing mix which helps in delivering the products and
services to customers and enhancing their satisfaction level (Gorman, 2006). Nike maintains
their overall process by using online services as well as digital marketing. By framing this
marketing mix plan company is able to enhance their productivity as well as competitive
advantage.

1.3 Comparison of internet marketing tools – e-tools
There are various e-tools which help company in developing their worldwide identity and
providing ease and convenience to their customers such as: Website: Nike has developed their official site in order to provide quality services to all
their customers. On their official site they can present all the products in the different
categories. Customer can easily select the required products within their price limit as
well. All the products are being displayed in the form of images (Gorman, 2006).
Moreover, it is regarded as one of best e-tool through which Nike can develop its brand
identity. Social media advertisement: It is another best tool to promote the services and products
of company. Here, customer can get entire information related to the product and service
after clicking on a link provided by company (Jones, 2009). Company can promote any
type of newly launched products as well as various types of discount offers presented by
their firm. There are various social media sites which is mostly used by people and
regarded as a best way to reach out those people.
 Mobile advertising: Mobile is an accessory which is becoming a crucial and most
important part of everyone’s life these days. With the help of such advertising
organizations are able to communicate with their customers in a more effective way
(Joshi and Phippen, 2004). It provides them an effective chance to develop better
relations with customers.
1.4 Interactive order processing
By developing attractive order system, Nike can easily attract more number of customers
towards their services. It is the best processing of a system through which company can easily
provide high quality products and services to their customers at the right time. It covers all the
points i.e. order processing, online confirmation, delivery information, tracking of order etc.
Nike provides all the attractive features to their customer through which they can book their
order and purchase it from official site of company. They represent all their products in a form of
attractive image which customer can easily check out and zoom out (Katerina and et.al., 2009).
After adding it into cart and buying it customer should go through the process of payment.
Consumer can make payment online via credit card or debit card. They can also select the COD
(Cash on Delivery) option. Once the order has been dispatched a confirmation mail has been sent

to customer’s mobile phone as well as e-mail address (Michie, 2006). Buyer can now easily track
the details regarding their order and find out right information about the status of order. All the
delivery details and shipping information can be tracked and company can also maintain
appropriate information about such orders in their database system.
TASK 2
2.1 The mechanics of search engine marketing
Search engine marketing can also be explained as a SEO tool which is basically used for
better promoting various brands (Morteza, 2011). Different organizations can easily maintain
positive brand identity by the way of using SEO tool. It helps in better designing of website
including its coding section. In addition to this, it can be determine that search engine marketing
is quite simple process of buying traffic through paid search listing. One of the best and most
popular search engines is Google (Multhaupt, 2007). Here, company can come on the top search
list of Google and grab the attention of more number of people easily. It can also be define as a
combination of SEO as well as pay per click. This technique is very cost effective and helps in
increasing brand reputation of company. However, there are some organizations which provide
paid search engines in which best and quality services can be provided to customers. Pay per
clicking advertising is its best and prominent mechanism (Sheehan, 2010). It directly connects
the advertising to the relative pages of company and helps in acquiring all the relevant
information after clicking on such ads.
2.2 Copy for a suitable opt-in email marketing newsletter
It is being determined that internet marketing plays a crucial role on attracting and
retaining current business. It is the best way to develop positive brand identity and increasing
market share of company. In order to communicate with their customers, Nike can develop a
copy for a suitable opt-in email marketing newsletter (Westwood, 2013). With the help of this
newsletter, company can easily send different messages to their customers about latest products
and discount services. It can be prepared in the form of written information company requires to
present in front of all their consumers.

For opt out and preparing this option company requires deciding their budget first and
then selecting their target customers. At the time of developing such newsletter strong creativity
is required so that more number of customers can be attracted.
2.3 Guidelines for best practice in online public relations
One of the main motives of internet marketing is to develop better relations with
customers. Best practice in online public relations is used to promote the specific brand. By
effective promotion within the market company can develop better public relations. There are
various traditional methods such as: TV, newspapers, radio etc (Zubareva, 2010). which are used
to develop online public relations. Through this, company can promote their products as well as
services. Some of the latest PR techniques are social media sites as well as blogs, LinkedIn
connectivity etc. With the help of developing LinkedIn Account any individual can develop their
circle or a group of professional people. It can be define as a best practice in online public
relations and creating positive brand identity. It also helps in developing corporate communities
and creating awareness about any specific brand (Alfonso and Valbuena Miguel, 2006). These
types of PR techniques provides an appropriate platform to individual through which they can
provide right message to intended audience and develop better online public relations.
2.4 How businesses can use new digital media communities
Digital media communities can be defines as different groups over the internet on the
basis of which digitized content such as graphics, audio, video etc (Cagliano, Caniato andSpina,
2003). can be transmitted over the internet. Majority of business these days are using such
communities in order to make their brand identity over the internet. With the help of such groups
they can make their online business easier and connect to large number of people. By using such

techniques Nike can easily attract and grab the attention of more people. They can easily select
any product as per their choice and add it into cart. After completion of whole process delivery is
done automatically. It is the best effective way to positively communicate with customers and
take several feedbacks from them. Through this, they are able to provide them various products
and services on the basis of their needs and demands. It helps them in enhancing loyalty among
customers and generating higher revenues (Chaffey, 2009). Further, new digital media
communities have changed the entire role of traditional shopping methods and make it easier for
customers to shop any type of product. However, companies can connect with such communities
in order to enhance their brand image.
TASK 3
3.1 Secondary market research
Within the era of Internet CRM (customer relationship management) can be regarded as a
most important technique to store appropriate data of customers and gain their satisfaction level.
It helps in improving customer relations by enabling the company to supply better products and
services. For the same, secondary research is being carried out for the Nike shoes official site
(Coleman, 2010). It is one of the biggest brand names of the entire world and most prominent
American brands of shoes. In order to know their market level they are conducting an online
survey. It enables them to identifying consumers’ needs and filling existing gaps of company.
They can advertise their products on different social media sites. At such sites a consent
feedback form can also be posted which helps in gaining reviews of customers about the product
and services. It is the most prominent way to filling the gaps of past years and generating better
revenues by providing desired products and services to customers (Dave, 2009). In this highly
competitive environment organizations requires adopting some of the best promotional tools.
With the help of such tools secondary research can be conducted and brand awareness can be
enhanced.
3.2 Online survey of Nike Inc.
Questionnaire
Name: ----------------------------
Age: ------------------------------
Gender: ------------------------------
Q.1. Do you ever shop from the official website of Nike?

 Yes
 No
Q.2. from where you find out almost all the required information about company?
 Search engines
 Social networking sites
 You tube
 Other, __________________
Q.3. Do you make your purchase decision based on the advertisements?
 Yes
 No
Q.4. Are you satisfied with the advertisements of Nike as well as its online services?
 Yes
 No
Q.5. Recommendations for further improvements?
____________________________________________
3.3 Use of electronic customer relationship marketing
ECRM is regarded as most prominent techniques used by most of the firms these days.
Through this, they are able to store and retrieve any type of information about their customers
and easily maintain their personal and private details (Enrico and Paul Lapoule, 2012). By using
electronic customer relationship marketing, Nike can effectively send various e-mails to their
consumers about the confirmation of their order and status of their payment as well. Status of
their transaction can be easily tracked and they can also check their purchasing history. ECRM is
the best tool for maintaining any type of information regarding customer and their orders (Dou
and et al., 2010). These details can be easily acquired at the time of requirements and it helps
company in providing services as per the purchasing needs of customers.
TASK 4
4.1 Internet marketing plan of Nike
At the time of developing internet marketing plan of Nike there are some of the common factors
which requires being associate such as:

 Target customers: This is first and foremost priority of company for developing better
marketing plan and attracting huge base of customers. Target customers of Nike are
Athletes as well as young age group people as they are more connected to the sports
activities. With the help of selecting their target Customers Company can easily identify
all their need and demands. Competitor analysis: Before reaching any type of strategy it is essential for Nike to go
through their competitors strategies (Gorman, 2006). With the help of this, company can
easily develop better internet marketing plan and gain higher competitive advantage.
 SWOT analysis: Nike needs to identify all its strengths and weaknesses so that they can
easily overcome with the existing threats and plan their marketing accordingly.
With the help of going through the above techniques Nike can develop most suitable internet
marketing plan for their customers. Through this, they are able to attract more customers and
can also leads to bring most valuable advertisement (Jones, 2009). After implementing this
plan they can serve their services on the popular search engines and attract more number of
customers as well.
CONCLUSION
From the above report it has been articulated that developing an effective internet
marketing plan helps company in generating more revenues by the way of attracting more
number of people. Nike is able to enhance its brand awareness and making it more positive in the
mind-set of customers. Further, it can be determine that it is becoming more essential in today’s
globalized world to develop their online presence nowadays. It is the best and most prominent
way for maintaining better relationship with them.

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