Internet Marketing Strategies and Benefits

This assignment analyzes internet marketing methods and their impact on raising brand awareness. It outlines the advantages of a well-structured marketing mix within an organization. Additionally, the document delves into the various challenges organizations encounter during the marketing process.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1Describe the role internet marketing has within a modern marketing context.......................1
P2 Describe how selected organisations use internet marketing...............................................1
TASK 2............................................................................................................................................3
P3 Explain the benefits to customers of a business using internet marketing............................3
TASK 3............................................................................................................................................4
P4. Benefits and opportunities to the business of using internet marketing within the
marketing mix.............................................................................................................................4
P5. Explain how internet marketing has made a selected business more efficient, effective and
successful....................................................................................................................................5
P6 Challenges of globalisation facing a selected business when using the internet as a
marketing tool.............................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
.........................................................................................................................................................8

INTRODUCTION
In this current scenario, every business firm are using internet marketing method for
increasing awareness as well as attract high number of customers towards firm and their
products. It is an umbrella term for the marketing of products or services using digital
technologies, mainly on the internet, but also including mobile phones, display advertising, and
any other digital medium (Roberts and Zahay,2012). This research project will be discussing
about major role of internet marketing as well as defining use of internet marketing in
appropriate manner. In the addition of this, major benefits of customers of business also benefits
and opportunities to organisations will be explaining.
TASK 1
P1Describe the role internet marketing has within a modern marketing context
It going to compare the difference between all three marketing roles of internet in Nike
within a modem marketing context.
Internet marketing: Online advertising, also called Internet advertising, uses the
Internet to deliver promotional marketing messages to consumers. It includes email marketing,
search engine marketing, social media marketing, and many types of display advertising. You
can also stream it on your mobile.
B2C marketing: B2C simply stands for business-to-consumer. B2C is an e-commerce
business in which the exchange of goods and services is conducted between businesses and
consumers through the Internet (Fritz, 2013).
B2B marketing: B2B marketing is a short form of business to business marketing. It can
be defined as a marketing technique where a business outsources another business to do its
marketing for them. The marketers must consider factors such as the target group, the
product/service and pricing among other considerations.
P2 Describe how selected organisations use internet marketing
Internet marketing is the practice of selling or promoting goods and services through the
use of the Internet. Basically, Internet marketing is more so business in nature, though it can also
be used for non-profit purposes as well. If you intend to grow your business, Internet marketing
should play a large part in your solution. Here are some of the reasons why Internet marketing is
very important for your business success.
1

Increase product awareness: Consumers will only buy products they know about.
Products that are unknown and unpopular can easily be snubbed. Internet marketing can increase
product awareness, and through Internet marketing the public can be introduced to the existence
of your company, who you are, and what you can offer.
Reach out to a wider and bigger audience: There is no doubt that print ads, television,
and the radio are still the best means to reach out to people, but with the constant technological
advancements more and more people are gaining Internet access. In fact, almost one-third of the
world’s population has access to the Internet. Through Internet marketing, you can reach more
people, both local and international (Christiansen, 2011).
Cost effectiveness: Internet marketing is one of the most cost-effective means of
advertising. With just a small amount of money, you can tap into a tremendously large market.
Of course, you still have the choice to invest higher amounts of money to be even more effective
in Internet marketing. Since the World Wide Web is getting fiercer in terms of competition, you
need to be more aggressive with your Internet marketing strategy.
Consumer preference : During the past few years, the number of online shoppers has
increased consistently. Most people are now turning to the Internet and researching their needs
before making a purchase. Since Internet shopping is more convenient and cost-effective on the
part of consumers, more and more people are now shopping online. Thus, if you want to increase
your sales, you must be present online to catch these customers.
Increase traffic: If you already have a website, you cannot expect it to gather more
visitors just by itself. You need to actively exert effort in increasing its traffic, and this can be
done through Internet marketing and graphic design Gloucester by Blumango. When you have a
bigger website audience, you can easily disseminate information about your company, foster
good client relationships, increase profit and gains, improve product image, enhance product
awareness, and many other positive points.
Accessible to consumers: Company's website is open 24/7, unlike your physical store.
This means that you can still tend to your customer’s needs even when you are sleeping.
2

TASK 2
P3 Explain the benefits to customers of a business using internet marketing
In this blog will talk in-depth about certain benefits to e-commerce such: price
transparency, comprehensive information, dynamic pricing, responsive transactions, customer
service C2C and customer service by digital complaints. The three businesses that will feature
throughout this blog are Nike, Amazon and the Four Hour Work Week.
Illustration 1: Internet marketing, 2017
(Source- Internet marketing, 2017)
Price transparency: Price transparency is when the company allows the consumer to see
the same product or serviced offered by more than one company. also for it to be price
transparency there cant be any intermediary this is a middle man who brings the two business
parties together (Omar, Bathgate and Nwankwo, 2011). As you can see from this screenshot on
the right companies such as Amazon benefit hugely from price transparency because consumers
will see that their goods and services are cheaper than what their competitors are offering to the
consumers.
Responsive transactions: Responsive transactions defines how quick a consumer can
purchase the product from a company off their website. Responsive transactions should normally
be extremely quick process, this means the time spent purchasing a product won't take a long
time (Kriemadis, Terzoudis and Kartakoullis, 2010). The reason why this feature is such a huge
benefit for consumers is because even the most inexperienced computer users will have be able
3

to shop online with ease because when they see a product they like they only have to click
'purchase' in order to put the good into their shopping basket and they will easily be able to
purchase the good of their choice.
TASK 3
P4. Benefits and opportunities to the business of using internet marketing within the marketing
mix
Product: One benefit for a business that internet marketing has on product is mass
customisation. Mass customisation is where a product can be personalised to meet customers
changing needs at good prices because it’s produced in mass. This means that customers can
have exactly what they want.
Benefits: A benefit of mass customisation is that customers will be more satisfied as they
will be able to purchase the products that they want, tailored to them, that they otherwise
wouldn’t be able to offline. Therefore, customers are more likely to return to the business and
business can gain customer retention.
Price: An advantage of price when it comes to internet marketing for a business is
dynamic pricing. Dynamic pricing is when a good or service at a price changes, due to the level
of demand; the type of customer; or the weather. For example: Flights change price according to
the time of year; prices for flights go up during the half-term, as they know family’s will want to
go at this time.
Benefits: A benefit of dynamic pricing is that if a business constantly updates their prices
according to factors listed above, then they are likely to maximise their potential profits. It can
also mean that a business targets new market segments, such as customers that are looking for
low prices and that are price sensitive. If prices are reduced then people that may not normally be
able to afford the products/service at the full-price, may be enticed into buying the products if
they are discounted, therefore the business may gain new customers from a different market
segment.
4

Promotion: An advantage of internet marketing when it comes to promotion is brand
awareness (Bianchi and Mathews, 2016). A business can use lots of different ways to get their
brand known using the internet. Social networking sites are one of the ways; businesses are using
websites such as Facebook and Twitter to send out promotions and keep people up-to-date on
upcoming events and products.
Benefits: By businesses using social networks it means that they can gain customer
loyalty, as people will want to buy from brands that they know and can trust. If a business uses
social networking sites then consumers are more likely to think that they are trustworthy.
Place: One benefit for a business that internet marketing has on place is SEO. Search
engine optimisation is when a business designs their website so that when people type in
keywords or phrases the business has chosen it will come up high in search engine results.
Benefits: A benefit of search engine optimisation is that there is an increased chance of
them getting higher profits from more sales being made, due to their website being high in the
search results of a search engine. If someone types into the home page of ‘Google’ a keyword,
then the website will list all the websites with the relevant information and if your website is one
of the first on the list, then more people are likely to visit it.
P5. Explain how internet marketing has made a selected business more efficient, effective and
successful
Efficiency: A level of performance that describes a process that uses the lowest amount
of inputs to create the greatest amount of outputs. Efficiency relates to the use of all inputs in
producing any given output, including personal time and energy. Efficiency in, business terms, is
the comparison of what is actually produced with what can be achieved with the same
consumption of resources such as money, time, etc. The company Nike create new business
opportunities through the use of promotions on websites, search engines and links. This helps the
business reach out to millions of people in a short period of time and the results are instantly
measurable (Salehi and et.al., 2012).
It also captures stores and integrates its consumers’ data easily. Nike has increased
efficiency because there able to reach out to customers about opportunities for sales of existing
customers. As they give new information and updates to the customers via email or post to
5

increase opportunities for sales from existing customers as they give customers new information
or their new update to the existing consumers via email or post. This has increased opportunities
for sales as they are being informed well and quickly (Jambulingam and Sharma, 2010).
P6 Challenges of globalisation facing a selected business when using the internet as a marketing
tool
One of the challenges of internet marketing is the costs. Costs of setting up a website can
be quite expensive, as you have to consider things such as, the domain name; protection of the
website; people looking after the website; designing the website; hosting and staff to look after
the consumer’s requests and query’s. So this is a big thing that a business has to think about
when starting up an online business or website, as all of these things add up and can end up
costing a lot of money (Tse, 2013).
Another challenge of internet marketing can be the information a business puts on the
website. When creating a website, a business has to be careful of the content that they put on the
website. A business doesn’t want to overload the customer with information on products, as the
customer will get bored and find another website, which is more to the point and easier to read.
A challenge of internet marketing is security. An online business makes their profit through
online sales, and therefore needs to make sure that people feel secure and safe doing so. They
can do this by making sure their website has regular virus checks and some sort of software to
stop it from being hacked (Taylor and Strutton, 2010).
CONCLUSION
From the above mentioned this research project it has been concluded that, internet
marketing methods which assist to increase awareness of company's products and goods. In the
addition of this, defined several benefits of marketing mix in the context of an organisation.
Moreover, has been discussed different challenges which faced by an organisation during the
marketing process.
6

REFERENCES
Books and Journals
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in Chile.
Journal of Business Research. 69(2). pp.426-434.
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven? Business horizons. 54(6). pp.509-514.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Jambulingam, T. and Sharma, R., 2010. Estimating the value of internet marketing in the US
pharmaceutical industry. Journal of Medical Marketing. 10(4). pp.332-343.
Kriemadis, T., Terzoudis, C. and Kartakoullis, N., 2010. Internet marketing in football clubs: A
comparison between English and Greek websites. Soccer & Society. 11(3). pp.291-307.
Omar, M., Bathgate, I. and Nwankwo, S., 2011. Internet marketing and customer satisfaction in
emerging markets: the case of Chinese online shoppers. Competitiveness Review: An
International Business Journal. 21(2). pp.224-237.
Roberts, M. L. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Salehi, M., and et.al., 2012. Dissimilarity of E-marketing VS traditional marketing. International
journal of academic research in business and social sciences. 2(1). p.510.
Taylor, D. G. and Strutton, D., 2010. Has e-marketing come of age? Modeling historical
influences on post-adoption era Internet consumer behaviors. Journal of business
research. 63(9). pp.950-956.
Tse, T. S., 2013. The marketing role of the internet in launching a hotel: the case of hotel ICON.
Journal of Hospitality Marketing & Management. 22(8). pp.895-908.
Online
When Smart Business Owners Need Internet Marketing, 2017. [Online]. Available through:
<https://attwooddigital.com/digital-marketing-training-ground/>. [Accessed on 16th
August 2017]
7

8