Internet Marketing and Globalization

This assignment delves into the profound impact of internet marketing on modern businesses. It examines various aspects of online marketing and their effects on organizational operations within a globalized context. The importance of digital marketing is highlighted, along with its diverse outcomes that contribute to effective business management in today's interconnected world.

Internet marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Describe the role internet marketing has within a modern marketing context......................3
P2) Describe how organizations use internet marketing..............................................................4
TASK 2............................................................................................................................................5
P3) Explain the benefits to customers of a business using internet marketing............................5
Convenience.................................................................................................................................5
Cost..............................................................................................................................................5
TASK 3............................................................................................................................................5
P4) Describe the benefits and opportunities to the business of using internet marketing within
the marketing mix of a selected business.....................................................................................5
P5) Explain how internet marketing has made a selected business more efficient, effective and
successful.....................................................................................................................................6
TASK 4............................................................................................................................................7
P6) Explain the challenges of globalization facing a selected business when using the internet
as a marketing tool.......................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9
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INTRODUCTION
Internet marketing, or online marketing, refers to advertising and marketing efforts that
use the Web and email to drive direct sales via electronic commerce, in addition to sales leads
from Web sites or emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising such as radio, television, newspapers and
magazines. Web marketing includes e-commerce Web sites, affiliate marketing Web sites,
promotional or informative Web sites, online advertising on search engines, and organic search
engine results via search engine optimization (SEO). Email marketing involves both advertising
and promotional marketing efforts via e-mail messages to current and prospective customers.
Social media marketing involves both advertising and marketing (including viral marketing)
efforts via social networking sites like Facebook, Twitter, YouTube and Digg.
TASK 1
P1) Describe the role internet marketing has within a modern marketing context
Many things nowadays are used to be done in the physical world are now done online
nowadays. For example, taking a loan from bank, searching property, shopping online, and even
nowadays people are finding their life partner online via dating app or website. Which allows
people to work at their own home and they don’t need to go out, which gives more facilities to
customers, Marketing is widely McClure and Sargent, 2016produced and developed online very
much nowadays (McClure and Sargent, 2016). The reason of this is because so many people are
using internet now that it would be a hugely missed opportunities if people didn’t uses the
internet or marketing. Internet is the fastest growing communications method and it’s currently
available to over a million upon millions of people around the worldwide. The internet is used
with many ways example, advertising banners, videos advertising, and even the pop ups are the
common advertising methods is being done through internet marketing. And the companies are
using better ways to advertise e.g. using most popular websites to advertise their service or
product. the Role of Internet Marketing The internet marketing introduces the products and
services online. Businesses that aim for profit intend to market their products through the internet
because it’s a helpful way of increasing the business’s profit. sells and also increases the number
of their customers. Marketing in the business world is about finding out what customers want
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and expect from the business, therefore it is important to provide the best and easiest way to
operate the business. Internet is a quick way for the business to connect with its customers.
Businesses tend to go online because they can easily promote their business into the global level,
which is an inexpensive way (Bianchi and Mathews, 2016). Internet marketing can also help the
business achieve its smart objectives, for example increase online sales by 15% by the end of
2010 or increase customer maintenance by 20%. The SMART objectives are specific as it gives
full information on what the business needs to do in order to achieve its objectives. it is also
measurable to see whether the business is achieving the objective successfully or not. Smart
objectives can also be timely, realistic and achievable.
P2) Describe how organizations use internet marketing
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought by the affiliate’s own
marketing efforts. If you have your own products but aren’t great at sales, affiliate marketing is a
great way to get other people to do your selling for you without employing a single person. Take
a look at sites such as Click Bank, Commission Junction and Epic Advertising to see what other
people are selling as affiliate products, and get a sense of if there is a good market for your
product.
Pay per click (PPC), is an internet advertising model used to direct traffic to websites, in which
advertisers pay when the ad is clicked.
PPC is an excellent way to get your advert seen by people, and because you only pay for those
who actually click your link it means that you can be reasonably sure that you are only paying
for people who are interested in what you have. Tools such as Google Adwords allow you to
research relevant keywords to make sure that you are choosing terms that people are searching
(Staton, 2016).
Video is one of the fastest growing areas of online marketing. Not only is it popular with people
who prefer watching to reading, it allows you enormous flexibility to present your business in a
way that just isn’t possible through words alone (Mathews and Wickramasekera, 2016).
YouTube is the second most popular search engine after Google, and it’s free to host your videos
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there as well as many other video sites. Facebook now also encourages videos to be uploaded
directly to your timeline there so that they play automatically in your followers’ news feeds.
TASK 2
P3) Explain the benefits to customers of a business using internet marketing
Internet marketing is important because it aligns with the way consumers make
purchasing decisions (Valaei and Oh, 2016). Studies by analysts such as Garner indicate that
increasing numbers of consumers use social media and research on mobile Internet to carry out
preliminary product and price research before making final decisions.
Convenience
Internet marketing enables you to be open for business around the clock without
worrying about store opening hours or overtime payments for staff. Offering your products on
the Internet is also convenient for customers. They can browse your online store at any time and
place orders when it is convenient for them.
Cost
Marketing products on the Internet costs less than marketing them through a physical
retail outlet. You do not have the recurring costs of property rental and maintenance. You do not
have to purchase stock for display in a store. You can order stock in line with demand, keeping
your inventory costs low.
Personalization
Internet marketing enables you to personalize offers to customers by building a profile of
their purchasing history and preferences. By tracking the web pages and product information that
prospects visit, you can make targeted offers that reflect their interests (Ismail and Khidzir,
2017). The information available from tracking website visits also provides data for planning
cross-selling campaigns so that you can increase the value of sales by customer.
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TASK 3
P4) Describe the benefits and opportunities to the business of using internet marketing within
the marketing mix of a selected business
Opportunities offered to businesses by Internet Marketing The Internet presents
businesses with great opportunities to improve their marketing effort and perhaps gain
competitive advantage. Internet marketing maximizes the value that comes with reaching
consumers through digital media (Steward and Walker, 2016). As you engage more people, you
grow your brand awareness, and you draw more visitors to your website.
A benefit of a customer shopping with a business who uses internet marketing is that they
can experience dynamic pricing. dynamic pricing is when a price of a product or service changes
due to certain actors such as changes in the economy, seasonal changes etc. This means
customers who shop online can save money on these circumstances. For example a clothes
retailer such as Topman would have a huge sale after Christmas (which is a seasonal event).
Some of these savings will only be valid online via their website. So customers can easily
purchase these cheaper products on the Topman website without having to go out and buying
them in store (this may be a hassle due to lots of people shopping in store because of the sale
(Kimergård, 2014). so the dynamic pricing from the internet website allows customers to save
money and time without having to shop at the store directly.
P5) Explain how internet marketing has made a selected business more efficient, effective and
successful
Internet marketing has offered more efficiency, effectiveness and successful as with
internet marketing supply chain efficiencies have been offered as buying and selling has become
more smoother, faster and can substantially save on costs and get their product to the markets
more quickly.
Internet Marketing has allowed to procure online with this they can purchase the
materials instantly making the process of their production of finished goods quicker which offers
them the efficiency of time saving. Also internet marketing has offered customer power as they
have a wide range of choice in buying materials which has made them efficient in cost saving as
they can procure form cheaper suppliers and be in contact with new suppliers which they
wouldn’t have reached offline (McClure and Sargent, 2016). These efficiencies have made
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effective as they know produce goods quicker and effectively sell them online for private
customers to buy.
Price is another efficiency provided by internet marketing for as with internet marketing
Nike are able to have more choice in price as the internet will have a variety of suppliers which
wouldn’t have been able to reach to offline. Procuring online has given disinter mediation which
has helped them reduce cost, this gives them effectiveness in buying as online processes are
much faster and suppliers would be able to deal with Nike quicker and therefore makes their
selling successfully (Bianchi and Mathews, 2016).
Place efficiencies are offered as they use internet marketing to reach customers and
suppliers due to the internet having more reach by scale on national, international and global
levels. With internet marketing are reaching customers globally and getting sales from all over
the world as is a recognized brand globally, this is also cost effective for them as they don’t have
to have a location in all the countries they can trade online and ship products to customers which
would save them premises and staff costs to operate several different locations (Mathews and
Wickramasekera, 2016).
Promotion efficiencies from internet marketing are that they are able to engage with
service like SEO, or banner advertisements and also promoting on social media sites.
TASK 4
P6) Explain the challenges of globalization facing a selected business when using the internet as
a marketing tool
While the internet offers benefits and opportunities in regards to marketing, it also throws
up many challenges generated by an increasingly global marketplace. These challenges,
businesses, have to be prepared for. Businesses such as Tesco must go through the challenge of
facing potential threats online on the internet. The first challenge that Tesco and any other
similar organisation will have is facing is that they can’t communicate with the customer
directly. Most of communication will be done through internet (Valaei and Oh, 2016).
Technology is always changing or updating to work better or maybe to look better, to
attract more people etc. Nowadays technology is used nearly everywhere and has become very
popular. Computers are one technology that is used for many, many reasons by millions of
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people throughout the world. The internet is very important and many functions within the
internet are used and updated/added to the internet to make ‘life easier’. Businesses that are
based online such as ASOS has a great advantage of using these functions but ASOS also are
faced with the changes being made (McClure and Sargent, 2016). Customers like to see things
that are modern and ‘in with the trend’. Home pages for example are the first page people will
see and it has to be importantly eye catching and highlighted in the right way. If the technology
used behind computers is changed the employees will have to keep to the challenge and get
trained to KNOW the changes and use it within the website.
This issue is a big one, as security online is important. There are many unreliable sites
that contain many viruses, hacker access etc. Online businesses are faced with this concern all
the time as it involves customer’s personal details and also the businesses itself. Internet is not
always trustworthy such as ‘others’ might be able to see or gain access to the site and the
payment systems.
CONCLUSION
The report is concluded that internet marketing is essential for modern era to producing
and supplementing goods effectively. However, different aspects of internet marketing is
presented that affects organization's business operations. Including this, globalization impact on
business activities is described through this assignment. In this regard, importance and different
outcomes of digital marketing is understood that is useful for operating business activities
effectively.
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REFERENCE
Books and Journals
McClure, A. C. and Sargent, J. D., 2016. Internet alcohol marketing and underage alcohol use.
Pediatrics. pp.peds-2015.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in Chile.
Journal of Business Research. 69(2). pp.426-434.
Mathews, S and Wickramasekera, R., 2016. Internet marketing capabilities and international
market growth. International Business Review. 25(4). pp.820-830.
Valaei, N. and Oh, Y. M., 2016. The effect of culture on attitude towards online advertising and
online brands: applying Hofstede's cultural factors to internet marketing. International Journal of
Internet Marketing and Advertising. 10(4). pp.270-301.
Ismail, S. and Khidzir, N. Z., 2017. Internet Marketing Strategy for Furniture Industry: A
Research Based Ergonomics Sofa. In Advances in Human Factors, Business Management,
Training and Education (pp. 571-579). Springer International Publishing.
Steward, S. M. and Walker, D. M., 2016. Communicating True Costs of Internet Marketing.
Yeh, C. H. and Lin, S. Y., 2017. The effect of information presentation modes on tourists’
responses in Internet marketing: the moderating role of emotions. Journal of Travel & Tourism
Marketing. pp.1-15.
Bagautdinova, N. G. and Murtazin, A.A., 2016. Internet Marketing as a Factor of Development
of Small and Medium Business in Conditions of Economic Crisis. Academy of Strategic
Management Journal, 15, p.50.
Shaltoni, A. M., 2017. From websites to social media: exploring the adoption of internet
marketing in emerging industrial markets. Journal of Business & Industrial Marketing, (just-
accepted), pp.00-00.
Tsai, C. W. and Hsu, P.F., 2016. Online Advertising and Promotion: Modern Technologies for
Marketing.
Wong, L. Y., 2016. Development of a holistic internet marketing strategy framework (IMSF) in
promoting medical tourism industry (MTI) in Malaysia (Doctoral dissertation, Universiti Tun
Hussein Onn Malaysia).
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Goldberg, J., 2016. Internet Marketing 101: Online Marketing for Small Business,[Kindle
Edition]. Seattle, WA: Simultaneous Device Usage.
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