Internet Marketing Research and Trends

This assignment delves into internet marketing research over the past two decades, examining key trends and future directions. It explores various internet marketing strategies, including search engine optimization (SEO), social media marketing, and pay-per-click advertising. The assignment draws upon academic journals, online resources, and illustrations to provide a comprehensive overview of the evolving landscape of internet marketing.

Internet Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing........................................................................................1
1.2 Internet marketing mix.....................................................................................................3
1.3 Comparison between internet marketing tools and e-tools..............................................4
1.4 Interactive Order Processing............................................................................................5
TASK 2............................................................................................................................................7
2.1 Enclosed in PPT...............................................................................................................7
TASK 3............................................................................................................................................7
3.1 Secondary market research...............................................................................................7
3.2 Questionnaire....................................................................................................................7
3.3 Electronic customer relationship marketing (e-CRM)...................................................10
TASK 4..........................................................................................................................................10
4.1 Internet marketing plan...................................................................................................10
4.2 Enclosed in Poster..........................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In the current era of technology innovation, every business is engaged in buying and
selling of goods via means of online marketing. It is a concept in which the marketers use
electronic media; more precisely they use internet to make people aware about its products and
services. Main aim of the current study is to enlighten the readers about skills that are required to
get engaged in the complex digital marketing process through using highly advanced tools (Shih,
Chen and Chen, 2013).
The research is conducted on Smart Restorations Limited (SRL) Company which deals in
buying and selling refurbished office furniture. Moreover, it has been analysed that the country
has overcome the situation of recession and to take full advantage of the same, enterprise aims to
make use of internet marketing tools. In this report, several aspects of internet marketing will be
discussed which encompasses the search engine optimisation (SEO), Pay per click (PPC), e-
tools, interactive order processing, opt in email, internet marketing mix, Online Public Relation
(OPR), file-sharing, etc. Furthermore, a survey has also been conducted to derive secondary
information which can be used by the marketers.
TASK 1
1.1 Elements of internet marketing
Marketers in the today's world are using extensive tools and techniques to publicize
products and services to its target customers. Likewise, internet marketing has aroused in which
the business organization make use of digital tools or internet to attract the customers. Some of
the major elements of internet marketing and its benefit to the SRL Company have been enlisted
below: Digital marketing: It is similar to e-marketing as in this the business entity is concerned
with managing and executing marketing activities by using electronic media. The SRL
will be involved in selling and distribution of furniture via the use of e-tools such as
emails, interactive TV, web pages or blogs, portals and wireless media (Bianchi and
Mathews, 2016). All these will aid the marketers to know more about preferences of
customers in buying furnishings.
 E-commerce and E-business: It has been assessed that people more often use both the
terms interchangeably with one another (Pomirleanu and et.al., 2013). However, these
terms are used in context with the internet marketing process but have different scope. E-
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commerce is generally used for the purpose of exchanging financial information within
external stakeholders of SRL Company such as between its suppliers and buying
organization. Contradictory to the above, when the concerned enterprise exchanges
certain information within the members of the organization then it is called as e-business.
Some of the benefits of internet marketing are: Reach: It aids in reaching wide range of customers especially which are situated in
different regions. This will enable SRL to intensify its target audience (Fritz, 2013). Convenience: It allows the users to buy goods and services as per their suitability. At
anytime, they can access the website of respective company and conduct the transaction.
 Relationship: It assists in creating relationship with the customers as the SRL furnishings
can send emails after successful purchase transaction. Providing offers is also another
prominent means to retain existing consumers.
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Illustration 1: Internet marketing elements
(Source: Anderson, 2015)

1.2 Internet marketing mix
Marketing mix can be defined as a phenomenon in which the marketers are engaged in
launching product with attractive price and promotional strategies. It is a wide concept which has
seven elements. The internet marketing mix for the products and services of SRL Company has
been presented hereunder:
Illustration 2: Internet Marketing mix
(Source: Naughton, 2016)
Product The product which is offered by SRL company is refurbished office furniture.
Herein, the customers can easily compare the prices of the furnitures with that
of another company (Ahmad, Darbari and Purohit, 2015). Additionally,
complementary services or products are also offered and the customer can
select best which meets their requirement.
Price In order to sell its products and services, the company will be using differential
pricing where distinct rates will be set for diverse customers that will enable the
firm to make maximum profit. For instance, it can also set low prices in the
peak season and vice versa in case of off season.
Place Another utmost important concept of internet marketing mix is place. Herein,
the concerned organization is selling its products and services through its
websites (Tse, 2013). Moreover, with the use of hyperlink, it creates a wide
scope for SRL to attract customers. It uses the third party websites to cater
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attention of target audience.
Promotion It is all about the way in which the selected company sells and distribute its
goods and services to its customers. In order to instigate the buyers to purchase
the furniture, company will be creating intense PR, online ads via creating
banners, direct marketing, etc.
Physical
evidence
The websites of SRL is designed in such a manner which creates easiness for
the customers to search respective product. Physical evidence also refers to the
functionality of websites and services facility (Parker, 2015).
People In the internet marketing, people refer to the auto responder. Herein, the chosen
organization needs to be attentive in responding to emails, online chat with
customers, call-back facility, FAQ, on the site search engine and co browsing
activities.
Process In order to enhance the internet process, the SLR firm is required to engage in
fast delivery products and services, addressing customer grievances, return
process, etc.
1.3 Comparison between internet marketing tools and e-tools
People have a misconception that internet marketing is merely concentrated with the
activities that is conducted over web. However, there are numerous other devices which are
commonly known as e-tools which have been used by the marketers in order to achieve the
targets and objectives of the organization. Some of the e-tools which have been used by the SRL
Company are enlisted hereunder: Interactive digital television (iDTV): TV is more compelling as there are only millions of
PCs over billions of TVs in the country (Van Looy, 2016). It is the system through which
the pictures and sounds are converted into the computerized digits. These are turned into
vision or sound via means satellites, cables, aerials, etc. The consumer can search
products of SRL through iPTV and can share with anyone. Digital radio: Web and digital radio are the two most common e-tools through which the
company makes customers aware about its products and services. The web radio is one in
which people stream using the internet (Ledford, 2015). However, the digital radios are
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newly launched which is a different system that needs to be purchased from the market.
CKUT and Kool 97 FM are the famous internet radio stations of UK.
 Mobile device: The marketers can make extensive use of wireless device to promote and
sell its product and services. These can be used to send messages and also allow the
customers to access website of SRL to distribute goods. Apart from this, the current
furnishing company can make use of mobile devices in the following ways. It can send
instant messages and offers on mobile phones and also allows them to use mobile
applications so as to access it faster (Shih, Chen and Chen, 2013).
It involves several marketing and e-tools which are as follows-
Basis Marketing tools E-tools
Use It is very hard to access marketing tools. While, as compared to
marketing tools, e-tools are
easier to access.
Relationship Using marketing tools by firm does not help
in making relationship with customers
(Parker, 2015).
While, e-tools are used for
making effective relationship
with customers.
Cost effective Such tools involve huge cost. While, e-tools undertakes low
cost (Walker, 2014).
Examples Google Ad Words and Google Analytics Blogs and YouTube
However, using marketing and e-tools helps in enhancing the operations of Smart
Restoration Limited so that desired results can be attained. For instance, using blogs and
YouTube are considered as effective promotional tool and thus uses less cost so that profit
margin can be enhanced through enhancing market share and attracting large number of
customers towards firm. All such techniques helps Smart Restoration Limited to improve
business performance and grow its market size (Moreno and Martinez, 2013).
Google Adwords are considered as one of the effective marketing tools that helps in
promoting the Smart Restoration Limited within market. For instance, firm can promote its
products through placing advertisement on internet and thus sales can be enhanced. Further,
Google Analytics is another service offered by Google that helps in tacking and reports website
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traffic. It helps Smart Restoration Limited to control the traffic and influence visitors to purchase
the product from their company. Further, blogs and YouTube are considered as another effective
e-tools which are different from marketing tools. Both these methods are useful in terms of
improving the promotion of company through such channels and thus inform customers
regarding the available products or services.
1.4 Interactive Order Processing
The interactive order processing system of SRL company comprises of the following
steps: Selecting a supplier: The customers herein selects the company from which they want to
purchase the furniture. Choosing product: Thereafter, the particular product which they feel t purchase is
selected through the means of using search engine (Killoran, 2013). Stock availability: Once the item has been selected the operator ask the staff member to
check the stock availability in the warehouse.
 Order Placement: If the product is present then it is placed in the lobby from wherein it
is dispatched to the particular location.
Il
lustration 3: Interactive order processing
(Source: Hashmi, 2017)
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 Payment procedure: Then the customer is presented with the option of online or cash
payment system. The marketers of SRL company offers the customer with different
options so as to assure that the current transaction will be secure and no information will
leaked out. Buyer has four available choices which includes, cash payment, credit card,
cash card or net banking. Payment gateway also aids the company to assure the validity
of the buyer so as to avoid any fraudulent activity. Order processing: Once the payment has been made the selected product is sent for final
processing wherein packing take place (Walker, 2014). Confirming order: Simultaneously, the buyer is received with a notification that its order
has been confirmed and placed and will be delivered in the nest 4 to 5 working days. Tracking: This is another system wherein the purchaser can track its order.
 Final delivery: The delivery boy is responsible to deliver the product to the customer and
ensures to take appropriate payment in case of cash delivery and signature of the receiver
so as to avoid fraudulent activity.
TASK 2
2.1 Enclosed in PPT
TASK 3
3.1 Secondary market research
Since the Blue search engine marketing is engaged in conducting in depth analysis of the
consumers preferences and performance of SRL. Therefore, research needs to be carried out so
as to derive necessary information by using the secondary source. However, there are two kinds
of marker research that is conducted by the researcher. These includes primary and secondary
sources (Moreno and Martinez, 2013). Therefore, the data shall be collected from the referring to
the books, articles, journals, newspaper, audit report, google insight. While on the other hand
primary information is often said to be first hand data which is directly collected by the
customers, managers or other stakeholders of the company.
Contradictory to the above, secondary information has already been selected in the past
period. Therefore, it require less time to accumulate an reuse the information for the current
purpose. However, the relevancy and authenticity of data may differ and also cause the chances
of misrepresentation. The marketer can also select the information from government sources.
These data can be either qualitative or quantitative in nature (Onaifo and Rasmussen, 2013).
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Nonetheless, it is also essential to identify the current trends prevailing in the furnishing industry.
Therefore, secondary sources is the most prominent in the present context. Additionally, the data
from statistical and census report can also be used to understand the current trend prevailing in
the country. Google's Open Data is considered as one of the main secondary source of data
which helps in collecting information through which market research could be carried out. Thus,
it helps in improving the business performance and enhance market research. Using secondary
market research is based upon collecting information through different studies which has been
previously done by government agencies and other trade associations. Here, it can be assessed
that Smart Restoration Limited could undertake help from Google Open Data it results in
providing information from different international businesses and institutions so that products
could be launched in specific country. It helps in obtaining information related to such ideas
share in terms of identifying the profit margin and maintain effective database so that websites
suchas Google.Doc could be used in regard to identify the latest trend prevailing in market.
However, primary data can also be collected by conducting surveys and interview.
Herein, the investigator and participant is engaged in one to one conversation and accurate
information can be assessed (King, Abrahams and Ragsdale, 2015). Although, it is quite time
and consuming and costly method of collecting data but the relevancy is also high. Questions
regarding the preferences of the customers and services rendered by the SRL can be proposed by
the enquirer.
It can be evaluated through carrying out secondary market research that around 930,000
tonnes of furniture are placed in the market every year. However, carrying out such resarch
helps in conducting for refurbished office furniture and thus it depicts that business is the first of
its kind in order to develop an online platform in regard to sell office furniture. Also, there is
high market potential and thus carrying out effective research helps in identifying the business
aims and objectives so that set results could be attained. With the help of this, firm identifies
great opportunity so that they could obtain waste furniture and then recycle them so that it could
be used for future use. Currently re-using furniture is in trend and thus businesses are focusing
upon carrying out the business in relation to enhance the sales of firm in market and thus best
results could be attained.
Primary market research Secondary market research
It helps in investigating the specific interest of While, it studies the research topic which is
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business. already performed in past.
It carries out through survey, questionnaire It uses government data, online journals,
newspapers and magazines.
It is a first hand research It is a second hand research
Smart Restoration Limited undertakes effective secondary market research in order to
identify the needs of customers and enhance the sales and profitability of firm.
3.2 Questionnaire
A questionnaire has been prepared in order to assess the response of the buyers. This will
enable the marketers to acknowledge about the factors that cause consumers to stop making
online transaction. For this purpose, a sample of 50 customers has been selected on the basis of
stratified sampling method. Herein, every nth online purchased will be asked to fill the following
questionnaire:
QUESTIONNAIRE
Name: ________
Age: ____
Gender:
◦ Male
◦ Female
Occupation:
◦ Professional
◦ Service class
◦ Labourer
◦ Unemployed
Q 1) How often do you use the website of Smart Restoration Ltd.?
◦ Quite often
◦ Often
◦ Average
◦ Less often
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◦ Never
Q 2) Are you satisfied with the quality of furnitures being offered to you?
◦ Highly satisfied
◦ Satisfied
◦ Neutral
◦ Dissatisfied
◦ Highly Dissatisfied
Q 3) How much will you rate out company's website (5 being the highest and one being the
lowest rating)?
◦ 5 star
◦ 4 star
◦ 3 star
◦ 2 star
◦ 1 star
Q 4) What problems were faced by you while using the our websites?
◦ Poor search engine
◦ Unadvanced website
◦ Products are not ranged according to the prices
◦ All of the above
◦ None of the above
◦ Others (please fill the blank): ______________
Q 5) How was your last experience from the product purchased from SRL?
◦ Excellent
◦ Good
◦ Average
◦ Poor
Q 6) What problems were pertaining in the product?
◦ Poor quality
◦ Uneven price
◦ Late delivery
◦ All of the above
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◦ None of the above
Q 7) What according to you is the most important factor while opting for online shopping?
◦ Security of information
◦ Quality Products
◦ High feasibility of websites
◦ Fast transaction
◦ All of the above
◦ None of the above
Q 8) Are you going to recommend our website to your near and dear ones?
◦ Yes
◦ No
◦ Maybe
3.3 Electronic customer relationship marketing (e-CRM)
e-CRM is modern marketing technique that is being used by most of the marketers in
order to manage a strong customer relationship base. This will enable the organization to manage
its operations according to the current requirement of the company. Further, feedback of the
buyers can be assessed by the means of data collection, warehousing, emails, websites, etc. The
SRL company is also planning to use the e-CRM techniques so as to shift its operations and
focus by adopting the customer centric approach. This strategy aids the organization to build a
strong bond with its existing customers (Wooff, Anderson and Jamalzadeh, 2016).
Using CRM software by Smart Restoration Limited would be beneficial for them in
terms of maintaining proper records of customers and employees and thus help in supporting the
firm so that marker share of firm can be enlarged. For instance, cited firm could use CRM
software or make excel sheet for entering records of its loyal customers so that they can be
communicated at the time of new stock and inform them regarding the variety so that sales can
be enhanced. The electronic device assess the past purchase behaviour of the buyers and stores
the consumer preferences in its database. This is done in order to serve the customers with
greater convenience. When the buyer revisits the particular website in order to purchase another
item then the computer displays those products which is more preferable by the buyer ( Strauss,
2016). This in turn aids in gaining e-loyalty from the consumers thereby improvising the
customer relationship. CRM software is very useful for firm in order to record the information
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and thus use it later on. Also, it helps in supporting the Smart Restoration Company effectively
and thus maintaining records in such software as well as excel helps in identifying the needs of
customers and record the data effectively so that they could be retained within the firm for long
term.
Since the e-CRM is based on internet therefore, it causes several issues regarding the
security and information management system. This is the major loophole which mat cause the
customers to avoid online shopping transaction. The data regarding the personal information of
the customers and bank account details are sometimes misused by the hackers which may further
decrease the brand image of the SRL (Tuten and Solomon, 2014). Furthermore, installing the e-
CRM system is itself quite costly. It requires high amount of funds so as to implement
appropriately. In addition to this, establishing security system also need definite quantity of
funds by the concerned organization which is its major disadvantage.
TASK 4
4.1 Internet marketing plan
The marketing plan for the SRL company has been enlisted below: Situation Analysis: Herein, the marketers are engaged in analysing the current situation
of the industry and the ongoing trend in the country. It has been assessed that the country
has overcome the situation of recession (Kirkorian, Pempek and Choi, 2017). Therefore,
SRL has wide opportunity present before it to sell furnitures in by using the internet
marketing tool. Through carrying out marketing situation analysis, Smart Restoration
Company aims to assess more number of customers in order to sell second hand chairs or
tables and enhance market share of firm. SWOT Analysis: This enable the marketers to assess the strengths, weaknesses of the
SRL enterprise and also through successful analysis opportunities and threats are also
examined. The firm deals in refurbished furnitures which can be used for the purpose of
buying and selling of goods and services. Moreover, it aims to get market leadership by
using cost leadership approach which is its major strengths. External Analysis: It comprises of the political, economical, legal and technological
environment which is likely to affect the operations of the organization. Therefore, the
company has wide scope of using latest technology and internet for the purpose of selling
and distributing its goods and services (Linton, 2017).
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 Objectives: The firm aims to enhance its sales by tripling the sales figure in next two
years. Additionally, it also wants to get major exposure to the use of search engine in the
furniture industry. Target audience: To meet the above objectives its target audience is office users and
people with low income group which prefer low priced products. Furthermore, small
business enterprise and commercial houses are also its target customers.
 Control and evaluation: In order to evaluate the above implemented marketing plan is
successful or not, the aims to use feedback and evaluation process to get the response of
the customers.
4.2 Enclosed in Poster
CONCLUSION
The above study highlights the significance of internet market along with the tools and
techniques of the same. Some of the suggestions have been presented to the MD of SRL through
which its operations and customer relationship can be enhanced. These includes the use of e-
CRM, digital media, OPR, opt in mails. All these are internet marketing techniques through
which its operations can be enhanced. Moreover, an internet plan has been proposed that will
assist the organization in achieving its desired objectives within the period of two years.
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