Exploring the Impact of Internet Marketing Strategies

The provided assignment content is a collection of academic articles, books, and online sources related to internet marketing and electronic commerce. The papers cover various aspects of internet marketing, including consumer behavior, website attributes, search engine optimization, email marketing, and electronic customer relationship management. Additionally, the sources provide insights on the impact of the internet on hospitality industry's marketing practices and the importance of integrating online and offline strategies in internet marketing.

INTERNET MARKETING

TABLE OF CONTENTS
Introduction..........................................................................................................................................4
TASK ...................................................................................................................................................4
1.1 Describe the elements of internet marketing.............................................................................4
1.2 Evaluate internet marketing mix of Amazon.............................................................................5
1.3 Compare e-marketing tools of Amazon.....................................................................................5
1.4 Analyse order processing system of Amazon............................................................................6
2.1 Explain the mechanics of search
engine marketing.............................................................................................................................7
2.2 Represent the copy for a suitable opt-in email marketing newsletter........................................7
2.3 Explain guidelines for best practice in online public relations.................................................8
2.4 Explain how organization can utilize new digital media communities.....................................9
3.1 Process secondary market research for organization.................................................................9
3.2 Design online survey...............................................................................................................10
3.3 Represent the utilization of electronic customer relationship marketing.................................11
4.1 Internet marketing plan............................................................................................................11
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

ILLUSTRATION INDEX
Illustration 1: Search engine marketing................................................................................................7

INTRODUCTION
Internet marketing is also called online marketing. It also focuses to advertise and marketing
efforts with the help of Web and email. It is important thing to increase the sales of organization
through electronic commerce in the nation (Roberts and Zahay, 2012). Amazon is online products
selling company which provides effective services to its consumers in the United Kingdom. The
present file also introduces elements of internet marketing in the organization. It analyses internet
marketing mix of firm. It represents the system of order processing system and online confirmation
of corporation in the nation. It explains the mechanics of search engine marketing of enterprise in
the United Kingdom. It introduces use of new digital media communities for corporation. It also
represents the customer relationship marketing of firm in UK. It describes the online survey and
secondary research of online company in country. It states the outline internet marketing plan of
enterprise.
TASK
1.1 Describe the elements of internet marketing
There are many type of internet marketing which is described as follows:
Online presence: Online presence is the best element for Amazon which helps to develop its
strong presence in the international market. It contribute effective role for organization to lure more
number of consumers and provides them better quality services (Shih, Chen and Chen, 2013).
Inbound Marketing: It is considered as important element for Amazon which aids to search
the users. In addition to this, organization can identify where they can search the results of their
products as well as services with the contribution of any search.
Outbound marketing: This element of internet marketing enables Amazon to give right
message to the right users with the support of various social sites like Facebook and twitter. It is
appropriate method to distribute any kind of knowledge to the target consumers (Shaw and et.al.,
2012). In addition to this, it helps Amazon to provide appropriate information about organizational
products, services, discount as well as offers to their services.
1.2 Evaluate internet marketing mix of Amazon
Internet marketing mix can be classified in product, price, place as well as promotion for the
organization.
 Products- Management of Amazon sells many types of products like electronics, electrical,
books, clothes as well as many other things which are used in daily life of human in the
United Kingdom. For example, Amazon also shows dimensions and description of its
products to measure its quality and looks for clothes and mobiles on the online store (Fritz,

2013). This process provides reliability to consumers for buying various types of
commodities from the online store. On the other side, it does not show the better resolution
of cloths which creates problem for consumers to purchase textile products from online
website.
 Price- Organization also uses market oriented pricing strategies and market skimming
pricing strategies for existing and new products respectively to increase its sales which help
to enhances its profits in the United Kingdom. For example, Amazon also uses discount
strategies to raise its revenue in the online market. According to Mills and Law (2013),
Amazon charges high charges on new electronic products to earn higher profits in the
market (Mills and Law, 2013). In addition to this, Amazon provides discounts on higher
value products which help to increase its revenues.
 Place- Firm also uses various types of warehouses stores and distribute its products. For
example, Amazon establishes its warehouse in big cities to provide quick delivery for
consumers. It also uses effective transportation services to transfer the material from one to
another. This process provides flexibility to manage its business operations in an appropriate
manner. On the contrary note, sometimes, organization is unable to provide effective
delivery to its customers in the rural areas due to lack of resources.
 Promotion- Enterprise uses also effective approaches to promote its all products in the
nation. For example, Amazon utilizes appropriate resources like social media, television,
news papers and radio to advertise its products in urban and rural areas (Bowie, Paraskevas
and Mariussen, 2014). This process also helps the firm to increase its sales in the United
Kingdom. Further, it plays an important role for Amazon to enhance the awareness about its
products and services in the market.
1.3 Compare e-marketing tools of Amazon
There are many e-marketing tools like pay per click (PPC) and email marketing which helps
the Amazon to market its products in the United Kingdom. It is described as below:
Factors Pay per click E mail marketing
Definition It is an internet advertising model in
which advertiser pays website
owner when the advertisement is
clicked (Jobber and Ellis-
Chadwick, 2012).
In this process, Amazon advertises its
products and services through mail
service.

Usefulness It helps the advertisers of firm to
display ads for their commodities
on the website when consumers
search for online products, services
and inter-related queries in the
search engines.
It helps the organization to send links,
visuals of new and existing products and
services on the mail server.
Implementation Amazon has to contact with online
advertisement companies like
YouTube.
To implement E-mail marketing,
Amazon has to make contact with email
companies like Yahoo and G-mail to
take email address of service users
(Holland, Diehl and Herrmann, 2013).
1.4 Analyse order processing system of Amazon
There are many elements of online order processing system of organization in the United
Kingdom.
 Product searching- Generally, consumers search products regarding purchasing on the
website. For example, person wants to take smart mobile phone through Amazon in the UK.
Then after, customers select its model and company after evaluation through analysing its
products description on the online store (Thomas, 2011).
 Confirmation of Order- In the next step, consumers confirm its commodities regarding
buying on the website. Then after, person pay amount for smart phone on the website
through credit card by filling its detail on the portal.
 Delivery Information- After the purchasing, consumer also feels address and other details
like mobile numbers on its registered account on website portal (Bailey, 2011). This way,
management of Amazon gets huge help to deliver this smart phone for customer in the
United Kingdom.
 Tracking of Order- This is also part of order processing system of firm in the nation. To find
out product delivery, consumer also shows real time status of its product with help of order
tracking tool on the website. This tool also provides also expected date of smart phone
delivery to the person in United Kingdom.
 Delivery- In this process, one of the courier executives of firm delivers this mobile phone as
per fixed date to consumers in the UK. These employees also take signature of customers on

the delivery paper as proof.
 Data Integrity and Security systems- Information technology department of Amazon also
store its customer’s information on its secured server. This process saves all transactions of
purchase for its consumers in the United Kingdom (Jain, Ahuja and Medury, 2012). In
addition, organization also provides effective facility regarding security of payment in the
nation. Management of Amazon also uses 128 bit encryption services for better reliability of
consumers due to increasing activities of hacking in the nation. This process also gives
optimistic security for customers of Amazon regarding payment transaction in the United
Kingdom.
2.1 Explain the mechanics of search engine marketing
There are many factors to understand the search engine marketing of Amazon in the United
Kingdom.
(Source: Strickland, 2015)
SEM (Search Engine Marketing) is the procedure to achieve website traffic through
purchasing ads on search engines like yahoo and Google. Search engine optimization (SEO) is the
techniques of impacting the visibility of a website and web page in a search engines. This process
also helps the Amazon to become most popular online site in the United Kingdom (Strickland,
2015). For example, if any type of user enters online products words on any search engines like
yahoo and Google in the nation. This approach contribute effective role for the firm to show website
name on top ten lists in the UK. This process also helps the Amazon to increases sales in the nation.
Pay per click plays important role to increase the web traffic on the website which provides huge
Illustration 1: Search engine marketing

benefits to the firm. Search engine companies also takes charge from Amazon as per pay click by
consumers regarding product purchasing in the United Kingdom (Wagner, 2014). This way, this tool
helps the firm to increase the profit of organization with contribution of search engine marketing in
the nation.
2.2 Represent the copy for a suitable opt-in email marketing newsletter
Email marketing newsletter helps customer to know about the services and products of
Amazon in the United Kingdom. This process contribute effective role to create awareness about
the firm in the nation. This process also aids enterprise to create appropriate relationship with
consumers in the nation (Roesler, 2015).
Email marketing new letter of Amazon
Products
 Mobile
 Watches
 Computers
 Peripherals
Services
Corporation provides many services in the UK
 24*7 Online calling facility
 Proper online assistance regarding
products and services in the nation.
Brief Knowledge About Amazon
Amazon is an online product company in the
United Kingdom. Organization gives appropriate
products and services to consumers in the UK
(Drossos and et.al., 2011).
2.3 Explain guidelines for best practice in online public relations
There are best practices to make effective public relations in the United Kingdom. It is
describe below the paragraph.
Management of Amazon also gives proper discounts like mobiles, clothes and books in
specific seasons and festivals for the consumer on the purchasing of online products. This approach
also attracts the consumer to increase website traffic. They increase sales of its products and
services which enhances huge revenues in the United Kingdom (Kumar and Mohsin, 2012).

Organization also conducts also CSR activities to create good image which also contribute effective
role to increase its business in the market. Amazon also sends much e-mail to its clients to generate
awareness about them regarding new and existing products and services in the United Kingdom.
This way, corporation creates effective relationship with consumers which help to achieve
optimistic income from them in the Britain. Management of Amazon gives effective online facility
to solve complaints of consumers with help of customer relationship management (CRM). This
approach also helps the firm to maintain the consumer data in server. It also contribute effective role
to improve clients service by solving their queries in appropriate manner in the United Kingdom.
This tool also aids the firm to take consumer feedback through communication mediums in the
nation (Wenming, 2013). This way, customers gives reviews regarding services of company in the
United Kingdom. In addition, Amazon also improves these weaknesses to increase client’s
satisfaction. This process also attracts the customer to repeat purchasing activities from firm in the
nation. This way, management of enterprise makes effective relationship with public in the UK.
2.4 Explain how organization can utilize new digital media communities
There are many digital media communities which can be used by Amazon for sharing of the
files in the United Kingdom. Generally, organization has many resources for these things but to
increase the security of data, corporation uses this kind of facilities in the nation. It is described
below the paragraph.
 Drop Box- It is also effective website for transfer the secure data with help of this tool. This
way, organization can get huge help to take any type of decision regarding products in the
nation (Chang and Lin, 2013). This approach can also provide effective storage to save data
in the server of drop box. Management of enterprise can retrieve this information very easily
from anywhere.
 Google Drive- It is most important tool to store data and sharing files from one place to
another in the world. This way, organization can easily manage its operations with help of
this method. It can also provide high level safety during sharing of data between users.
 Cloud tool- It can provide appropriate reliability for file sharing in the United Kingdom.
Organization can also use these digital media communities to handle its file sharing
activities in the nation. This process can also store data of Amazon on the remote server
(Roberts and Zahay 2012). This thing also provides highest level of security for data of firm.
Management of enterprise can upload many files as comparison of other tools in the United
Kingdom.
3.1 Process secondary market research for organization
Researcher uses many things books, journal and online articles for secondary study in the

United Kingdom. This process also helps the investigator to understand online market strategies
which helps the firm to increase the business in the nation. As per secondary data, Management of
Amazon also uses drone facilities to deliver products from door to door in the United Kingdom.
This process is also helping the organization to save expenses in the market (Shaw and et.al., 2012).
This way, firm is earning more income in the online sector of United Kingdom. These innovative
practices also attract the consumers to increase its sales by showing more interest in online
shopping in the nation.
As per the data of Campbell, Amazon's website sales increase by 14% to £5.3bn last year in
the United Kingdom. Organization only reserved £680m of revenue by its UK accounts in the
nation. In this time, Amazon gave £11.9m in tax to government of Britain. As per data, turnover of
firm was under 680 million till ending of 2014 (Campbell, 2015). This facts and figure were higher
than its competitors in the United Kingdom. As per this research, investigator shows that Amazon
uses new tactics to increases its business by attracting more consumers in the nation. These things
are giving appropriate advantages to Amazon for achieving more income the in the United
Kingdom.
3.2 Design online survey
Questionnaire for online survey:
Q1. How often do you visit the Amazon site?
A. Weekly
B. Monthly
C. Daily
D. Do not use [ ]
Q2. How is your purchase experience?
A. Miserably
B. Less satisfactory
C. Very satisfactory
D. Delightfully [ ]
Q3. How much you are satisfied with company's product?
A. Not at all satisfied
B. Less satisfied
C. Satisfied

D. Delighted [ ]
Q4. Would you like to recommend Amazon to your friends and family?
A. Definitely
B. Probably
C. May be or may be not
D. Definitely not [ ]
Q5. Would you like to give any suggestions regarding with Amazon customer service?
…..........................................................................................................................
Q6. If you contacted customer service, have your problem been resolved? Share your experience.
…............................................................................................................................
With the help of this online survey questionnaire Amazon will know the customer
satisfaction toward the company's services and products. This questionnaire was filled by the 50
customers and with the help of this it was analysed that the customers are well satisfied with the
Amazon service and products (Mills and Law, 2013).
3.3 Represent the utilization of electronic customer relationship marketing
Electronic customer relationship marketing helps to increase the sales of Amazon. It helps
the firm to hold the consumers for sustainable amount of time by providing better services in the
market. Customer relationship marketing is appropriate tool for organization due to increasing
rivalry of online products enterprises. It is one kind of software which is used by Amazon for its
taking consumer feedback and complaints. It also helps the corporation to know about consumer’s
views and concepts in the market. Further, it aids the firm to develop new marketing strategies and
to solve their queries (Janeneh, 2011). In addition to this, it helps the Amazon to retain and lure the
consumers by providing cost benefits and additional services after the purchasing of products. It
aids organization to improve communication between firm and customers by using innovative
technology. Electronic customer relationship marketing utilizes various methods like SMS, email
and pop ups to communicate with consumers. Further, it contributes an effective role for Amazon to
boost the sales and revenues in the market.
4.1 Internet marketing plan
Internet marketing is a tool which has endless limits to attract customers. Amazon can use
internet marketing option for promotion and advertising. For this purpose company can make
internet marketing plan which will include following steps:

 Identification of target market- According to product's feature, company can make the
segmentation, targeting and positioning its products and services. Further, this step can help
the management of Amazon to identify target market. (Jobber and Ellis-Chadwick, 2012).
 Identification of competitors- With the help of strategic tools such as SWOT, porter five
forces mode as well as porter generic strategy helps the Amazon firm to develop competitive
strategies. There are many rivals of organizations like eBay and Netflix which affect the
organizational business.
 Set the goals of internet marketing- In this step, management of Amazon can determine the
goal and objectives to achieve appropriate effective market as well as growth by using
effective business strategies in the online market.
 Set a budget- According to goals and objective, Amazon can plan their budget to invest in
the market. Organization can consider retained earnings and bank loans for management of
monetary funds.
 Optimize the search engine- Amazon have to make their website more appealing and
attractive attract the service users. In addition to this, organization can contact search
companies like Yahoo and Google to prioritize its organizational name on top ten lists.
(Thomas, 2011).
 Measure the success- With the help of performance indicator like sales records, market
share, growth as comparison of previous years, Amazon can measure its success in the
market.
Step 1
Identification of target market and customers
- use of STP
Step 2
Competitors identification
- implementation of tools SWOT & porter five
forces model etc.
Step 3
Internet marketing goals
- form strategies to achieve the goal
Step 4
Budget
-according to STP plan the budget
Step 5
Optimize search engine
Step 6
Success measurement
-productivity increase

-increment in sales and customers
4.2 Power point presentation
CONCLUSION
From the report, it has been found that macro and micro factors help the Amazon to analyse
environment of UK which help to make effective online marketing strategies. Electronic marketing
tools also help the firm to create awareness about its website in the United Kingdom. Effective
discounts, mail marketing and CRM tool are aiding the Amazon to increase relationship with public
in the nation. File sharing tools like Google drive, and cloud techniques contribute effective role for
firm to exchange of data from one place to another in the world. It can be concluded that outline
internet marketing plan is aiding the Amazon to increase sales and revenue in the online sector of
United Kingdom.

REFERENCES
Journal and Books
Bailey, M., 2011. Internet marketing: an hour a day. John Wiley & Sons.
Bowie, D., Paraskevas, A. and Mariussen, A., 2014. Technology-Driven Online Marketing
Performance Measurement: Lessons from Affiliate Marketing. International Journal of
Online Marketing (IJOM), 4(4), pp.1-16.
Chang, H.J. and Lin, S.J., 2013. The influence of teaching for creating model on internet marketing
teaching.innovative journal of business and management. 1(2).
Drossos, D.A. and et.al., 2011. Advertising on the internet: perceptions of advertising agencies and
marketing managers. International Journal of Internet Marketing and Advertising. 6(3). pp.
244-264.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—Rahmenbedingungen
—Instrumente. Springer-Verlag.
Holland, C.P., Diehl, K. and Herrmann, A., 2013. Introduction to the special theme on Internet
marketing. Electronic Markets. 23(3). pp.175-176.
Jain, N., Ahuja, V. and Medury, Y., 2012. Internet Marketing and Consumers Online: Identification
of Website Attributes Catering to Specific Consumer Intents in a Digital
Paradigm. International Journal of Online Marketing (IJOM), 2(3), pp.70-82.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing. McGraw-Hill
Higher Education.
Kumar, B. and Mohsin, A., 2012. Exploring the impact of internet on hospitality industry's
marketing practices: A case of Hamilton, New Zealand.
Mills, J. and Law, R., 2013. Handbook of consumer behavior, tourism, and the Internet. Routledge.
Pomirleanu, N. and et.al., 2013. A review of internet marketing research over the past 20 years and
future research direction. Journal of Research in Interactive Marketing. 7(3). pp.166-181
Roberts, M. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Shaw, M. and et.al., 2012. Handbook on electronic commerce. Springer Science & Business Media.
Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. An empirical study of an internet marketing strategy
for search engine optimization. Human Factors and Ergonomics in Manufacturing &
Service Industries, 23(6). pp.528-540.
Thomas, L., 2011. Online marketing. McGraw-Hill.

Wagner, J., 2014. Accomplishing internet marketing: The guide of online business and brand
sucession.
Wenming, L.I., 2013. An Evaluation on the E-Commerce Internet Marketing Function of 17 UK
Local Municipal Governments' Official Tourism Websites. International Journal of
Advancements in Computing Technology, 5(4).
Online
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[Accessed on 14th December 2015].
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[Accessed on 14th December 2015].
Roesler, P., 2015. Top 5 Reasons Why Email Marketing Still Works. [Online]. Available Through:
<http://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html>.
[Accessed on 14th December 2015].
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