Between (6-8) Competitiveness

A comprehensive review of 20 academic articles and 4 online sources reveals the significant influence of market orientation on marketing competency and internet marketing integration. The studies highlight the importance of understanding consumer behavior, adopting new technologies, and leveraging social media platforms to gain a competitive edge in today's digital landscape. Additionally, the analysis underscores the need for businesses to be agile and adapt to changing customer needs, trends, and technological advancements to succeed in an increasingly interconnected world.

INTERNET
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing .......................................................................................3
1.2Internet marketing mix......................................................................................................4
1.3 Internet marketing and e-tools .........................................................................................5
1.4 Order processing...............................................................................................................6
TASK 2............................................................................................................................................6
2.1Search Engine Optimization (SEO)...................................................................................6
2.2 Marketing newsletter........................................................................................................7
2.3 Guidelines for best practices in online public relations....................................................7
2.4 Use of digital media in business.......................................................................................8
TASK 3............................................................................................................................................9
3.1...........................................................................................................................................9
3.2 Designing an online survey..............................................................................................9
Demographic information .....................................................................................................9
Preferential Information.........................................................................................................9
3.3 Demonstrate the use of electronic customer relationship marketing..............................11
TASK 4..........................................................................................................................................12
4.1 Online marketing plan....................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
This report does a comprehensive study of internet marketing. This assignment enables
the reader to address the importance and utility of internet for market research by users. This
research shall result in improving customer relationship with the company as it assures to supply
better product and services. Here in this report study is done on Amazon which is a leading
company in electronic commerce and has a strong base of internet consumer.
TASK 1
Amazon uses e-commerce strategies to attract consumers by emphasizing on the
business-to- consumer relationship between itself and consumers, and business-to-business
relationship between itself and the sellers.
1.1 Elements of internet marketing
E-commerce is the buying and selling of goods and services, or transfer of data or funds
over and electronic network, primary through medium of Internet. This is the most modern and
trending method of conducting business. There is no physical contact between the contracting
parties and is cost effective. There are different methods of internet marketing but identifying the
best suited method for a business is a tough job (BOSE, 2010). Digital marketing refers to
interactive marketing of products or services using different digital media technologies. It is done
to reach the masses of customer and promote their brand among them.
The ultimate objective of using internet marketing is to attract customers and capture a
good proportion of share. Micro environment of Amazon on internet involve daily customers,
suppliers and resources who are in direct relation with the firm. Internet tool helps in developing
program to retain its loyal customers who are frequently making purchases from their sites.
Human resource takes an initiative to make the surfing page more interactive for their
customer's.
Macro environment of Amazon on the other hand consists of factors which are beyond
the control of their business such as economic, political social and governmental regulations.
Society perspectives have the highest impact on the changing behavior of consumers. They are
influential and affect the purchasing decisions of the consumers. It is important for Amazon to
enhance their capabilities and build tools that determine the consumer purchasing patterns.
By having a view of the complete environment through extensive analysis it can provide
businesses with impended benefits. Firstly, it has provided the convenience to start business

without establishing a store at different places. Next, it has made it easy to do marketing on the
internet. The opening of business on internet has overcome all the barriers of distance. Good are
widely accessible at even reduced costs with no maintenance charges. At the end. Internet has
served the business with a wide platform to strengthen their relationship with their customers and
enhance their loyalties.
The elements that lead to be a successful online website are-
1. Designing is essential as it attracts the customers and converts a visitor into customer. It
is based on the concept that if, 'one look good, it feels good'. An unsystematic look of the
website can create a bad impression of the website by the users.
2. Content should be strategic meaning it should drive the user towards a specific task.
There can be a number of things in these tasks like sign up, click a link, upload a
document etc. The content expressed on the website should be clear, precise and easy to
understand.
3. Provide a view of those activities that business would like to do on the website. Provide
online customers the knowledge about the services or product which they are seeking to
sell.
4. SEO (Search Engine Optimization) is another element added to a website. Though it is a
tedious process but it is the only way of getting ranking on Google (Lilien,
Rangaswamy and Bruyn, 2013)
5. The next element is to get recognized on social media and expand area of influence.
6. Concentrate on delivering value to your customers and acknowledge them about what the
business actually wants to sell.
7. The content presented on website should be simple and not of complex nature. Lot of
things presented altogether might confuse the user (shazisaeedi, Pitt and Chaharsooghi,
2007)
1.2Internet marketing mix
The traditional 4 P's of marketing which was propounded by McCarthy's are price,
product, promotion and place. These factors also have an impact on the developing technology
and Internet. These fundamental factors are still prevailing and are used in guiding strategies.
The company in particular sell its product and services. During the continuous change of
phases the customers are moving towards the digital products rather than the consumer goods.

Internet provides a vast range of products online and consultancy services. The digital product
existence is marked because of the internet (Ferrell and et.al., 2014)
With the customers having a wide choice of product online it is easier for them to access
the pricing information. Amazon used this mix and has made attempts to constantly reduce the
prices of books, to differentiate itself on price factor from others.
Internet has provided companies with the access to a global marketplace for flourishing
their businesses worldwide. The place and distribution no longer remains a matter of concern, by
using the efficient delivery and shipping channels.
Internet as a gamut of information and entertainment is naturally inclined towards
promotion of the products. Sales promotion, advertisements, public relations and the like are
tactics that can all be done through internet media (Miletsky, 2009)
The modern P's used in internet marketing are
 Data – Easier to gather and observe information available worldwide.
 Peer-to-peer communication- working with the participation of customers.
 Interactions- tactics are used by the marketer to come in direct contact with the
customer.
 Personalization- use of cookies and database to recognise the Web visitors. Amazon use
this tactic to recommend books and other products to customers on their previous
purchases.
 Connection- the end result of creating relationships. Etc,
1.3 Internet marketing and e-tools
Internet marketing tools helps in saving your time and assist in providing content and
ideas. It improves the search engine ranking and reduce marketing expenditure (Blyth, 2013) .
The top 10 tools are:-
1. Word Press Blog- it is the simplest way of adding content. It is SEO friendly category
and builds powerful links. Easy to link other services and tools such as RSS and social
media (Alrawi, 2007)
2. Twitter feed- it is based on free cloud services. It publishes the blog to twitter and
Facebook using specific links. It is a complete automated services and add multiple feeds.

3. Tweet deck- this is also a free service provide to publish multiple social media accounts
from a single application. It is useful in tracing out who is talking about your product or
services. It can be accessed from cell phones also.
4. Pixetell- it is type of video creation tool. It has instant sharing on social media and it
captures the computer screen and web cam (Donovan, and Henley, 2010)
5. YouTube- it creates your own channel and is one of the important business tools. It is
ranked as the second most popular search engine base. It is a updating tool of mobile
phones.
6. Audio boo- this turns your mobile into a recording device. Create a podcast instantly for
itunes download and users. It can be embedded along your website.
7. RSS feeds- meaning Really Simple Syndication. It locates and distribute the feeds and
keep it updated for a feed reader.
8. Google apps for business- it is already embedded presentations, calendar, basic html, doc.
Pdf, etc.
9. Metricly- it is to create ones own dashboard for marketing. Provide free service and one
can view email or a live report (Alrawi, 2007)
10. Alert Services- assess what people are saying about the various topics. It can search
website, forums or individual posts and different social media.
1.4 Order processing
It is the process of systematically organizing the work related to picking, sorting,
packing, and delivering the product to the end user i.e., customers. Interactive Order Processing
is essential for promoting e-commerce and presenting business to customer’s online. From the
beginning of purchasing process we have potential buyers who browse and shop. Depending
upon the quality of business action it is important to be prepared as a number of customers will
drop down to buy. It is about keeping an estimate of potential buyers and presence of brand
recognition among consumers. There should be a clear line of demarcation between the niche
market and general marketing. It is necessary to have an influence on consumers through strong
means of communication and taking feedback from them. Amazon for this purpose provides
review of products to build consumers confidence. Amazon for the purpose of smooth operation
keeps an update of orientation of both suppliers and consumers.

Order processing involves online confirmation and information related to delivery, tracking the
order online, integrity of data, delivery and system for security.
TASK 2
2.1Search Engine Optimization (SEO)
The search engines assist the user to find the relevant information related to a certain
topic. SEO is the technique, strategy and plans used to increase the number of visitors on a
website and obtain a high ranking on the page of search engine. As a result of this mechanism
the quantity and quality of web traffic is improved in context to certain website (Ghazisaeedi,
Pitt and Chaharsooghi, 2007)
The SEO process deals with enhancing the features of a website in order to make it more user
friendly.
When a user attempts to search a query, the search engine will broadcast the results
according to a certain criterion or rank of page. The criteria to rank the pages is different for all
search engines. But they have the same mechanism function, and all the search engine rank a
website on the basis of it's content, rather than it's movies, image and other.
The search engine are formed by a crawler or a spider that retrieves web page and follows the
link. The privacy of content can be controlled by reboots.txt file. During the process of crawling
the data is send to indexer. The next step is the process of indexing that includes crawled pages
into a database. Sometimes it is important to use a crawler simulator for particular search
engines, because after indexing it is required to show how a website will appear in search index
(Lu, and Julian, 2007)
2.2 Marketing newsletter
Greetings,
HURRY UP!!. In this month of May, summer sale is announced for Special discounts on
clothing and electronic purchases from 19-23rd may . Extra discounts if purchases are made
from VISA or MasterCard conditions apply**
If you don not wish to receive any further mail and news of special offers from Amazon.com,

please, you may unsubscribe it from here.
Please note that product prices and its availability are subject to modifications.
Regards,
Amazon.com
2.3 Guidelines for best practices in online public relations
Public Relation (PR) is a cost-effective method of marketing approach for almost all forms of
business. Though it is difficult to manage different people and overlapping of SEO and social
media marketing. PR professionals often influences the opinions of specific users and measure
their perceptions. Public relations within NPO, government institution and corporations have
embraced internet to communication important information and enhance their relationship with
key public (Pitta,and Fowler, 2005)
Best practices followed are:-
1. Identify the target audience- Evaluate the targeted users, such as suppliers, customers,
partners, prospects etc., and divide them into relevant sub components.
2. Determine information regarding customers:- Communicate with the representatives of
targeted audience and identify the sources from where they find information related to
your company.
3. Build list of SEO:- Determine the potential search engines used by the target to identify
search engines used by customer’s for the information (Yu, J 2006)
4. Enhancement:- It helps in shaping up the organization and its way of working is also
improved.
5. Feedback:- With the feedback communication the practitioner is able to find out the
problems and aspiration of public from the organization.
2.4 Use of digital media in business
These are some of the ways of leveraging media to promote business:-
1. Sharing photos :- there are several online communities present which provides advantage
to market the product and services of the business. The strategies for sharing and

uploading photos is to give real time incentives, join people with similar perceptions and
to drive the traffic towards a website (Wong, Chan, and Leung, 2005)
2. Web-casting and hosting videos:- it is an essential requirement for broadcasting a media
file or a video across the web and using straming technologies to distribute them from onr
to another.
3. To extend one's client base:- by promoting the product or services online it will build a
strong consumer base for the organization.
4. Pod casting:- it is a popular tool for small business enterprises and sole proprietors and it
can easily be created from a digital audio file.
5. Marketing from mobile:- Having approx. million users worldwide, the prevalent usage of
smart phones and concept of browsing web from mobile phone with the passage of time
it has increased its due importance. Advertising on mobile phones is a common
phenomenon. Amazon has also created its own app which can downloaded for free which
has widen its scope of reaching the ultimate customer’s (Hashmi, 2014.).
6. Easy access:- the only basic requirement to reach consumers online is an internet
connection. With the internet connection and access to social media, it will establish a
good base for promoting business online.

TASK 3
3.1
Amazon.com is an American electronic commerce company operating efficiently around
the world. The globally established company is an internet based retailer having large product
portfolio of various brands. The company commenced its operation as an online book store but
diversified its operations soon into software services and game zones, clothing, furniture, food
and toys. The large consumer base and wide variety of products and services has helped the
company in gaining the large market share all over the world (Amazon's Choice' Wants To Make
Your Purchasing Decisions For You. 2015). The consumer friendly services and easy payment
sources has developed the effective market for the company operations.
The organization was established in the year 1994 by its founder Jeff Bezos. The internet
business was supposed to boom in the era. However, as the start up unit the company faced
losses for consecutive 5 years but later recovered these losses and now has gained the largest
market share in the online business operations (Amazon Swings to Loss Despite Jump in Sales.
2015). The operations of the company has developed the efficient inventory system which are
situated near the airport to enhance the business activities. The internal system of the company
has developed a strong team of trained employees who help the company in providing services to
the ultimate consumers. The strong network of the organization in this competitive market has
helped it in attaining the huge success.
3.2 Designing an online survey
An online survey is conducted to evaluate the different reasons consumers have to shop from
Amazon. Their approach towards the site and what stimulates them to purchase products of
Amazon has been briefly outlined by conducting this survey. The perpetuity of purchasing from
this site and their perceptions about the services they provide is evaluated from the following
survey.
Demographic information
Name:
Age:
Occupation:
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Preferential Information
Reason for choosing Amazon for internet shopping.
Quality of products 
Availability of options 
Satisfactory services 
Price range options 
How do you perceive the products and services offered by Amazon?
Excellent 
Good 
Neutral 
Average 
Below average 
3. Your view for the quality of products offered by Amazon?
Excellent 
Good 
Neutral 
Average 
Below average 
7. How often do you shop online ?
Sometimes 
Rarely 
Never 
Often 
Daily 
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8. How frequently do shop online from Amazon?
Sometimes 
Rarely 
Never 
Often 
Daily 
9. Your perception for online services of Amazon?
Excellent 
Good 
Neutral 
Average 
Below average 
10. Your perception for delivery system of Amazon?
Excellent 
Good 
Neutral 
Average 
Below average 
It has been observed that a many of them showed their appreciation towards Amazon services.
The results derived were positive for the site, it has been effective in its deliveries and quality of
services. People are found often purchasing from this and are seemed to be satisfied with the
reviews posted by all.
3.3 Demonstrate the use of electronic customer relationship marketing
The electronic consumer relationship marketing is a very effective and crucial part of the
business unit. It helps the company in developing the effective relationship with its consumers.
This process uses the database the consumer information and utilizes the same in order to
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develop the relationship with the consumers (Baghdadi, 2013). Amazon utilizes this source to
keep its consumers informed while developing the relationship marketing process. The major
significance of ECRM are:
Data analysis: Amazon uses the ECRM to analyze the past data records of the consumers in
order to suggest them with similar and efficient suggestions about the company's products and
services. This also helps the company in analyzing the trend and preferences of its consumers.
Collaborative filtering: The process helps the company in efficiently extracting the required
information (Ifinedo, 2011). The company uses the database of the company for collaborative
filtering where the company is able to extract the group results and analyze the same. For
example the sales of book department is analyzed through collaborative filtering.
Consumer segmentation: Amazon utilizes the database of the company for the marketing
purpose. This helps the company in examining and segmenting the consumers on various basis
(Sellitto, 2004). This helps in driving the crucial information about the consumer choices, tastes
and preferences thus developing the segmentation to target the consumers of the company.
TASK 4
4.1 Online marketing plan
To deal with the diverse users on internet and ways of attracting them, it requires planning and
overview of the different aspects. The marketing plan may consist of following components :-
Defining your customer- the ability to identify the potential customer's and use means to grab
their attention toward your organization's product. Digital marketing enables the organization to
use same content of information in different channels online. There are lot of ways to research
potential customers. Google Adplanner is one of the tools from which we can track where
people go online, and traffic websites where these potential customers can go (Linton, 2015)
Defining objectives- the goals to met by the organization on website like
 Increasing traffic to the current website of organization's.
 Increase ranking on Google.
 Selling more products online.
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 Get more comments on your blog.
 Changing perception of the organization from negative to positive. Etc.,
Creation of content- the content to be published online should be creative and innovative. If
more time is invested in content creation it can attract users towards the web page and it can be
used as a direct way of selling things online. Google External Keyword is a tool that will allow
organization to predict the potential traffic for keywords present in the content (Ruck, 2012)
Marketing calendar- in media to maintain Public Relations, it is important to know what event
are coming up, and do marketing of the events.
Measurement- it is important to measure the growth by monitoring the performances before and
after the objectives are set. Pre-measurements and post-measurement for specific objectives as
back up should always be prepared (Simmons, 2008)
4.2 Creating presentation on pay per click
Pay per click is the effective process of promoting products and services at marketplace.
It assists corporation to increase sales turnover and meet expectations of buyers in an effectual
manner. For preparing presentation of pay per click, following steps are taken into account- Planning-Under this Amazon plans for promotion its products and services through pay
per click where emphasis is laid on increasing customer base. At this juncture, objectives
are set with regards to high rate of return and introduction of new product in the
marketplace. However, planning for promotion is done on the basis of preferences of
buyers. Forecasting cost-At this point standard amount of cost is estimated in advance and
accordingly plan budget is set. It facilitates to allocate monetary and non-monetary
resources for each activity. Preparing content-The content of advertisement is very important where relevant
information must be incorporated. For example information related to price, features and
image of product. This in turn buyers can be influenced for online purchasing. In addition
to this, lucrative offer must be highlighted while presenting the advertisement. Deciding key words-Here, key words for the product will be set so that customers can
easily search the particular product. However, management of Amazon take assistance
14

from experts or IT professionals so as to place advertisement effectively. Furthermore, it
is important for corporation to select simple and concise key words. Promoting campaign-After taking decision related to content and key words total
promotion campaign is evaluated. However, main focus will be laid on expectations and
need of number of customers.
 Unique landing page-Under this unique landing page is created where information
related to quality, visual effects and prices are considered. It assists corporation to attract
more buyers and achieve organizational objectives on right time.
CONCLUSION
With the help of this report, it has been found that internet marketing play a significant
role in boosting the awareness of the company. With the help of it, company is able to attain its
objectives by communicating with large set of customer in real time. Also, it has been found that
internet marketing is a cost effective approach.
15

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