Internet Marketing and its Strategies

This assignment delves into the world of internet marketing, examining various strategies employed by businesses to reach their target audience online. It analyzes crucial aspects such as social media marketing, email marketing, search engine optimization, and the evolving landscape of e-commerce. Students will explore how technological advancements shape consumer behavior and the impact of these changes on marketing practices. The assignment draws upon academic research and industry examples to provide a comprehensive understanding of internet marketing principles and their application in today's digital environment.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ..........................................................................................................................................3
1.1...........................................................................................................................................3
1.2...........................................................................................................................................4
1.3...........................................................................................................................................5
1.4...........................................................................................................................................6
TASK 2............................................................................................................................................8
..........................................................................................................................................................8
..........................................................................................................................................................8
........................................................................................................................................................10
TASK 3..........................................................................................................................................15
3.1.........................................................................................................................................15
3.2.........................................................................................................................................15
3.3.........................................................................................................................................17
TASK 4..........................................................................................................................................17
4.1.........................................................................................................................................17
4.2.........................................................................................................................................18
CONCLUSION..............................................................................................................................19
REFERENCES .............................................................................................................................21

INTRODUCTION
There are different ways to popularize the commodity and services in the trading market
to attain the long and short terms vision in a productive manner by the organization. In the
changing world of technology digital promotions are growing very fast and it helps to create
awareness about the company among the customers. Internet is play a very important role in the
place of marketing. Internet marketing is a ways to familiarize service and products by the
support of internet. It makes the functions or the process of marketing more easy and fast. This
is assisted to send the message to the mass customers to earn profit in the competitive market
with the help of good advantages (Christiansen, 2011). It also helps in generating demands of
the products. Promotional methods have different ways that includes social media, emails. This
present is based on internet marketing of Restoration Limited that also consists of various
elements of internet marking.
TASK 1
1.1
Internet marketing is a process that makes the business run in a smooth way without any
problems. By the help of internet marketing products and services are promoted in the market. It
also consists of different elements that are used by the marketers to promote the products by the
functions of marketing. Its a way to create customer's attention towards the offered products and
services (Miller, 2010). This is the great opportunity to the marketers to pass a message to the
targeted customers to earn gain in the competition market. There are various elements that can
used by the Restorations Limited and internet marketing as follows-
E-commerce: Its a element through which awareness is provided about the commodity
of any brand with the support of internet. Its a type of online trading. E-commerce has supported
the buyers by providing them commodities in wider variety and in competitive prices. E
commerce means Electronic trading. (Yamin, Bitton and Bates, 2010). Its a easy way to buy,
sell, distribute and also market goods. Even transfer of funds are also done through the help of
electronic communication. Its mainly referred as online commerce. This provide some of the
advantages to the company that this method saves the time of the people and they get the

services at their home. Disadvantages are also attached with this method that some people done
know how to access internet so they cannot buy products from companies online store.
Digital marketing: Its a method that can be acquire by any organisation to express the
necessary sources about the product to the potential buyers. This is the way marketer adopt to
publicise the services and products by the use of electronic devices such as laptops, computers
and also the smartphone. It occupies a large market size for the product of the business firm.
(Mathews and Bianchi, 2010). Social website, company website and restoration limited emails
are the pages that help to perform the digital activities in the market. Through this work can be
easily handled and people can get the data quickly. If some electronic related issues happened
then it will take some time to recover. Sometime data may also lost from the electronic gadgets.
E-Business: Its a internet marketing element. It has defined as the mode of organising
the trade commerce of the business with the help of different instruments that expands demands
of the products and services. Targets and Purpose of an organisation can be fulfilled by using
online trading to segmenting, aiming the buyers in the market. The components of online
marketing helps to conclude the potential substitutes in the environment that impact on the
expansions of the operations with the organisation. Through this method, the manger can easily
segment the people and target the customers. Some disadvantages are also attached with this
kind of business that they cannot attract people who don't about internet.
1.2
Internet marketing mix consists of 4PS of marketing that are basically product, price,
place and promotion. It is an a responsibility played by marketing mix to achieve the
predetermined targets for the business organisation (Chen, Fay and Wang, 2011). For the online
services purpose one can also include people, process and physical evidences in the marketing
planning. It can also differ little bit from ordinary components of the market. The four PS are as
listed below:
E-product: Product is considered as a basic component for the marketing mix. Every
organisation must develop a demanded group of the people because it is necessary. If a
commodity is buyed then the user gets a email as URL form where the commodities are
downloaded. The goods can be digitally encoded then transmitted frequently, inexpensive and
reliable. Its a variety of link that is mailed to the user upon the acquire of the product or the
services. All the information regarding the product is deliver to the buyer through the the help

of internet. In this the customers are not able to touch the product but can read only the details
about the offer on the company's websites (Kozinets and et.al., 2010). Through this approach
customers can choose the products according to their choice by watching the images. Sometimes,
customer get product that is not exactly in the image this may be the disadvantage for the users.
E-price: Its a value expanded by the buyer on the purchase of the product or the services.
Its the monetary value of the goods and services that are accessible in the market. To create
demand in the market the cost of the market products play a vital role. Its a cost of a organisation
that identify the actual share of price related to the per share earnings of the goods in the market.
Marketing online and selling the goods to the buyers creates problems for the business firms to
identify the cost of the goods (Tse, 2013). People can pay for their services through debit and
credit card via e-transaction. Sometimes third party can also fetch the data of that customer this
may be disadvantage for the customers.
E-place: In marketing mix place is defined as the different route, medium by which the
supply of goods is done to the source to the final user. Wholesalers, retailers, distributes and
intermediaries are also know as place used for the operations of products. If the goods are sold
accurately in the right place then there is a great chance of sales for the longer time. Customer
can get the products through companies websites and intermediaries. When company offer
services at home then may be customers are not get satisfied with the services.
E-promotion: It is a way to explore appreciation of the goods and the brand among the
customers through different activities (Sweeney, MacLellan and Dorey, 2015). It also includes
various promotional plans and promotional mix activities. Online is a big community and
through this the firm can attract many customers and can create a strong customer base. If they
will more focused on the online marketing then some people will not be aware of the services.
1.3
Internet marketing mix is considered as the process of selling the product and services
with the help of internet. It considered as a very simple way to sell and purchase the goods
online sitting at one place. Internet as changed the ways of purchasing and selling the products
and services (Jambulingam and Sharma, 2010). There are different types of internet tools
affilated by Smart Restorations Limited for the internet marketing operations. Tools that are used
for the operations are digital radio, internet protocol television, Facebook, digital

television,Twitter- fed that are build up for the better relation with targeted customers in the
trading.
Company website: Smart Restorations Limited, when started a online business they had
to create a website so that the users can get the details for the product. Restoration Limited has a
official website that consists to delivers the required informations about the products to the
buyers. This also aims to increase the brand image and loyalty of the customer's that is required
for every business firms so, that their can attain towards their targets. If companies website is
attractive then its can create a strong customer base. If website is not good then people will not
purchase such products from such organization.
Online payments: The online payment system helped the customers a lot because it
reduced the waiting time for the payments. It considered as an simplex process for doing
payments for any of the products or services purchased online (Hoffman and Fodor, 2010).
Distribution of products online provides high convenience to the customers to get direct delivery
of product as well as the payments that are online. It also provide facility to purchaser to pay the
value of the goods through the internet. Time can be saved from the online payment and
customer also get some attractive offer if they pay for goods via debit and credit cards.
Online Advertisement: To increase the demand of the product in the market the
organisation place advertisement so that more buyers can get attracted. Advertisement can be
done through the help of images and videos for the product and gain attention of the customers.
Videos are used by the organisation to do online promotion. Through these promotional
activities firm can create a strong base of loyal customers and can increase their sales.
Smart Restoration Limited can use digital TV, digital radio, you Tube and mobile in
order to promote the services of the company. These all methods are very effective.
1.4
Interactive order processing is a method to perform the customers requirements the
receipt of the order, still the delivering of the goods to the customers(Moe and Trusov, 2011). Its
a easy way of online business. To gain profit and advantages in the competitive market the
customers trust is most important to the setup of the business organisation. This is the way to
convenience approaches for processing orders of the customers (Trusov, Bodapati and Bucklin,
2010). The organisation must develop own platform where the customer as access to explore
the goods or the services by the better convenience. There are steps for this process as follows:

In the case of Restoration Limited organisation can make or build up its own online
portal that can provide all the requirements to the customers so, that their can use the site to
explore the product of furnitures. It will be convenience for them to search variety in the
furnitures.
In the second step the customer can choose the product online according to the relevance.
In this the customer selects the order quality.
In the next step the customer checks the place to collect an order of the furniture of the
company. It is the stage where the customer checks the receiving place of the order by the
company.
And now, in final step the payment is checked. If its online payment or cash on delivery
or by debit card and credit card, gifts cards or coupons that helps the customers get disconnt on
the purchased product (Michaelidou, Siamagka and Christodoulides, 2011). This is the way in
which the company assists the customer in the better way to place an order. Customers can also
pay for their services through merchant services, online payment system and so on. Through this,
smooth functioning of the organization can be ensured by providing the quality services to the
people on the basis of their requirements.

TASK 2

Mechanics of search engine marketing optimization is the step in which the visibility of the web
pages are affected. Its a step in which the web pages of the sites are affected in the web search
engines. Its a unpaid results.
There are some advantages that are asspciated with search engine marketing optimization and
these are as follows:
Continuous flow of targeted and free traffic, Free means which is not being paid, its done
when the customers utilize the promotions that paid channels. The cost will altogether diminish
on the off chance that is used. Its a way to maximize the efforts of the business.

Create new avenues for small business and its valuable for the social media also.
Disadvantages
It is time consuming as this will take some times in order to show their effects
Long wait to get ROI
The firm have to invest a lot in order to achieve competitiveness in the market.
There is no guarantee that this will affect the brand image of the company.

It’s the effective way to increase the sale. It’s very much useful to deliver the messages to the
targeted market. It’s a very effective way to transfer the message to individuals. There are
various types of benefits for e-main marketing like as follows:
Low cost
Company can target their customers
Segmentation
Actions can be taken by the company
The firm can easily create their target audience
An enterprise can track their targeted people
Information can be shared with the customers through online channel
Smart restorations Ltd can offer their ervices at global market
Higher returns can be achieved on investment
E-mail marketing newsletters are a written message that is sent out to the regular interval of time
to the subscribers. It mainly focus on providing the information in which on sales promotions it
done less. This helps the product of the business to establish firmly in the fields like experts. It’s
a method to keep the customers updated by providing the details about the product or services.
This is done on regular interval of time. Customers are given all the information about the
services and the product on the regular timings, but less on sales promotions.

The result of such kind of relationship can be measured on the basis of knowledge, attitude and
communication activities that are performed in the organization. Online public relation is a
planned process that is based on the firms mutual understanding between the organizations and
in its public. It also focuses on the maintaining the goodwill of the Smart Restorations Limited.
Advantages
This strategy provides more competitive advantage over its rivals who are not using this
approach.

Through this the enterprise can also create a perception of the firm that they are more active.
Disadvantages
Demand of company’s products and services get increased. The enterprise needs a publicist who
can manage and generate the publicity of the business.
They need an appropriate media in order to target the customers.
The enterprise can also use some of the offline techniques in order to support the online media.
Such tools and techniques are newspaper advertisements, company brochure, printed material
and so on. The firm can give a advertisement in the newspaper that company is also provide its
products and services at relevant price. They can use some brochures and printed material in
order to promote online services.

Customers are using the content of the file that they shared on the companies website so they are
the owner of such content and file. This is important for the business organization as they are
using the content of such files in order to protect the data. Some file sharing services that are
used by the industry are Dropbox and Google drive. The Smart Restorations Limited can use
such tactics in order to manage the online reputation such as monitor everything, ask reviews and
can join niche social network. Through these companies brand image can also be improved.

TASK 3
3.1
The marketing manager of Smart Restorations Limited have to conduct a research in the
market so that customer relationship can be managed. By following the research the manager can
evaluate the requirements of the employees and provide goods according to their need so that
the organization can sustain its competitive advantage over its rivals. In secondary market
research the company can gather the information from journals, government policies, internet
sources, newspaper and research papers (Heller, 2010). From the journals they can get the
current information and research papers are prepared by the experts so companies can get an idea
about the market. The firm can get the up-to-date data from the internet source. Government
records are easily available and from this they can get the data and can use in research studies.
After collecting all the information consumers satisfaction level can be enhanced and brand
image can be improved. On the basis of collected information firm can perform strategies in
order to improve the customer relationship management. Smart Restorations Limited develop a
nation wide plan so that they can create a base of loyal customers. The firm also offer some
discount to the people if they purchase in bulk so consumers satisfaction can be increased. High
level technology is used by the enterprise in order to manage the customer relationship
management. Through this the industry can identify the purchasing behaviour of the end users
and according to that they should provide products and services to the users. They can also
identify the review of the customers by using the feedback mechanism and online tools such as
monitoring, customer expectations and so on (Taylor and Strutton, 2010). The entity can use
these secondary data in order to provide products that are in demand so that customers
satisfaction can be achieved.
3.2
Online research survey is designed in order to examine the satisfaction level of
customers. The satisfaction is measured in the terms of values of the products on the basis of its
price, quality and features that the company offered with their services. Smart Restorations
Limited conduct this survey on their website and collect the information from them when
purchase is made (Corley II, Jourdan and Ingram, 2013). Companies are performed this kind of
activity so that they can get the reviews from their customers and identify that they are satisfied

with the products of the entity. The firm can also gave gift to those consumers who fill that
questionnaire. Some people thinks that there are risk attached in the online shopping so they
don't want to purchase anything from the companies website. There may be open ended and
close ended questions in the questionnaire and on the basis of these customer satisfaction can be
identified (Juon, Greiling and Buerkle, 2011). The online survey of customer satisfaction for
Smart Restorations Limited is stated below as:
1) How long have you would been the customer of Smart Restorations Limited?
 Around one year
 more than 6 months
 Around 3 months
 I haven't made a purchase yet
2) How much satisfaction level did the company provides you?
 Fully satisfied 
 Nearly satisfied
 Dissatisfied
 Nearly dissatisfied
3) Did you think employees are well behaved and trained?
 Yes
 No
 Somewhat
4) What would you like to rate the prices of products?
 Excellent
 Good
 Average
 Below average
 Poor
5) Have you ever concerned to customer services of Smart Restorations Limited?
 Regularly
 Rarely
 Never
6) How well do the services fulfilled your expectations?
 Strongly well
 Very well
 Somewhat well
 Not so well

3.3
Customer relationship management is a technique that is used by the Smart Restorations
Limited in order to develop the satisfaction of customers. If a relationship is established between
the buyer and seller then brand loyalty can be increased, cost can be decreased and the sales
person can easily target the people. Electronic customer relationship management is a technique
that is used by the firm over internet (Pomirleanu and et.al., 2013). These technological based
approaches are email, chat room, websites and other channel that help the firm in order to attain
the goals and targets of CRM. This process increase the efficiency of the firm and it also
improve the communication with the consumers. So, the enterprise will be able to evaluate the
demands of the buyers and provide goods according to their requirements. The firm focused on
this approach in order to increase the customer satisfaction towards the products and services.
Through this approach the relationship can be improved and the industry will be able to attract
loyal customers. These people will purchase products and services from the firm when they see
some unique features. They doesn't care about the prices of the commodities. When this
approach is implemented by the firm then they can identify the needs and preferences of the
people through online survey (Dehkordi and et.al., 2012). So, when that consumer comes next
time to purchase any product they the enterprise can suggest some similar products according to
the preferences. Sales can be increased of the firm by following this strategy. People can also
share their views on the services of Smart Restoration Limited and overall performance can be
improved of both the firm and the employees.
TASK 4
4.1
Internet marketing plan is launched by the Smart Restorations Limited in order to
increase the sales and revenues of the organizations in the competitive environment. There are
number of companies who are dealing with the furniture so competition is their in market (Sin
Tan, Chong and Lin, 2013). So, plan is developed by the industry so that share can be increased
in the market. Situational analysis can be done on the basis of SWOT. Through this model the
entity can identify the internal and external factors that affect the business operations. The
SWOT analysis of Smart Restorations Limited:

Strength: The firm have strong brand name in the market and they also focuses on
technology so the products and services are more innovative (Jobber and Ellis-Chadwick, 2012).
The company also maintain the data of its customers and its relationship with supplier is also
good.
Weaknesses: The firm doesn't focus on the legal laws that are framed by the government
for the smooth operational working in the market. They distributes their products and services in
London so they have to expand their business.
Opportunities: The enterprise can offer its products and services in developing countries
so that brand name of the company can be improved. Smart Restorations Limited can also
expand its product portfolio (Bailey, 2011). The firm can develop a email campaign in order to
improve the customer relationship management.
Threat: Lot of competition is their in market so it can decrease the performance of the
company (Roberts and Zahay, 2012). New entrants are their who provide products and services
with some extra features so Smart Restorations Limited will not be bale to increase its profits.
The firm adopt the pestle analysis in order to determine the external factors that
influence the execution of the Smart Restorations Limited. The firm set some objectives for its
new campaign and these goals are to increase the market share of the company, to enhance the
customer satisfaction by providing the products according to their demand and to improve the
brand image of the company as compared to the competitors (Fritz, 2013). If the industry receive
the continuous feedback from the customers then they can improve the overall performance of
the firm.
4.2

CONCLUSION
From the above report it has analysed that internet marketing is considered as most an
essential tool for any business organisation because this helps organisation to meet their long
and short term vision. The report also describes the components of internet marketing along with
it evaluated the marketing-mix, comparison of e-tools along with internet marketing tools and
furthermore the evaluation highlighted that mechanics of search engine and focuses on
importance of public relationship in online marketing, email marketing, and use of digital media
communities such as the file sharing. Furthermore the plan for marketing research has been
evaluated, online survey as well as the Demonstrated that how the use of electronic users
relationship marketing can be used to manage and analyse customer interactions. Smart
Restorations Limited can identify the internal and external factors that help the firm in improving
the performance.

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