Internet Marketing: Strategies and Tools for Success

This document provides an overview of internet marketing, including the main elements, strategies for increasing sales, e-tools for marketing, and the importance of search engine marketing. It also discusses the use of online communities and the benefits of secondary market research.

Internet Marketing
1

TABLE OF CONTENTS
INTRODUCTION .............................................................................................................................3
TASK 1................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................4
1.3....................................................................................................................................................4
1.4....................................................................................................................................................5
TASK 2 ...............................................................................................................................................5
2.1....................................................................................................................................................5
2.2 ...................................................................................................................................................6
2.3 ...................................................................................................................................................6
2.4 ...................................................................................................................................................7
TASK 3 ...............................................................................................................................................8
3.1....................................................................................................................................................8
3.2....................................................................................................................................................8
3.3....................................................................................................................................................9
TASK 4..............................................................................................................................................10
4.1..................................................................................................................................................10
4.2..................................................................................................................................................11
CONCLUSION .................................................................................................................................11
REFERENCES..................................................................................................................................12
2

INTRODUCTION
Internet marketing also named as online marketing is advertising and marketing efforts
which uses Web and email to foster direct sales through electronic commerce along with Web sites
or emails. This type of marketing is typically used in conjunction with traditional types of
advertising like radio, television, newspapers, and magazines(Roberts, and Zahay 2012). It can be
divided into more specialized areas such as Web marketing, email marketing, and social media
marketing. This study is done to highlight the working of the internet marketing of Medium Blue
Search Engine company . The company is preferring partnership with a small firm which
specializes in buying and selling of office furniture systems to improve their websites and
conversion rate. The company has an ambitious project which is to triple its sales in the period of
two years and increase their exposure on the main search engines (Chaffey, and Ellis-Chadwick,
2012). During the recession period in 2014 the company was aware that it had to be quick in
positioning itself on the leaning edge of recovery. So it decided to use the internet to get its name
out to the customers. The marketing department has identified that print brochures will not be much
versatile as the web sites would be. So the company has decided to make internet marketing a
major priority. This report is being prepared on the behalf of e-marketing manager of Blue Search
Engine company who will meet the Managing director of Smart Restorations Limited to understand
how internet marketing works.
TASK 1
1.1
The main elements of internet marketing are as follows-
Website- The main elements of internet marketing is website. It consist of images, texts,
audio, video and graphics elements in which company product and service information available by
used of website (BOX, 2015). It also include equivalent catalog as well as brochures that is a great
way to establish a business.
E-mail marketing- E-mail is also known as inbound marketing sometimes that include
email address and name about the information on products and services.
Banner marketing- It is similar of traditional marketing that is used in advertising ads in
newspaper , social media etc.. It is a kind of placement of advertisement on website for a fee.
Social media marketing- Social media networks is an important part of marketing that
include facebook, Twitter, Linkedln etc.
3

Search engine optimization- Once a website is created in proper form of content then after
Search engine optimization that is a simple marketing by using website on internet through search
engine that include blog title,heading tags and meta description.
Blogging- It is a part of marketing by which customer can post comments and their
opinions in a forum. This can be complete by post either own blog or by comments. URLs is
another type of blog that is related to company products and services (Pan, and Chen 2011).
1.2
Smart Restorations limited use internet marketing mix to increase its sales figure over a
two-year period the strategy they use are discussed below-
E- product strategies- Customer are more concern when they purchase any product whether they
buy them through shop or online. Online products are intangibles in nature where customer cannot
touch them. Due to this disadvantages, service users base have increased as per the expectations of
company (Fritz, 2013). To increase sales via online and raise customer share, Smart Restorations
limited should offer the facility to consumers to share their furniture design ideas with the company
so that customized products can be prepared.
E-price strategies- Customer buy product online they first compare price of a product with its
company's competitor. So, Smart Restorations limited offer best price of furniture to its users other
than its competitor. Company should provide online auction facility to its user so they deal best
price . Online auction where buyer and seller bidding daily.
E-place strategies. Placing a product online is a biggest challenge for every company to sell its
products. The challenge for online retailers is that to deliver its products to its user within a limited
time. Smart Restorations limited provide online location and advertisements where the customer
reach on its website easily (Fan, and Tsai 2010).
E-promotion strategies- Promote a product online is a major issue. Smart Restorations limited
increase its sales by using various E-promotion strategies such as banner advertisement on another
web page so the potential customer can browse. Web public relations is another online promotion it
help the company to launch its product and services.
1.3
There are various e-tools used by company to market its products and service via online are
discussed below-
1. E-mail marketing – E-mail marketing is a low cost marketing that is used by every
company to market its products and services. Accumulating E-mail and maintain is a less
4

expensive as compared to other marketing e-tool. Advantage of e-mail is that its help to
trace a negative as well as positive response of its customer, It also help to deliver a
message instant a number of customer at a particular point of time.
2. Social media marketing- Due to limitation of E-mail marketing are Undelivered Email,
Overloaded , Email response delay etc. Company use Social media marketing it is a cost -
related and easy to access. A large number of information about company's products and
service deliver through the use of social media (Christiansen, 2011). A Company can
advertise its product on social media like facebook , twitter etc. so the information can
reach a numerous number of customers in a short period of time along with the advantages
of social media there is some disadvantages too. Social media requires up -to-date on time
basis that require time and effort , high cost also needed. Risk is highly involve by using of
social media when any bad new about company product spread all over the world and lack
of control over them.
SEO- Due to disadvantages of social media a company choose another e-tool for marketing its
products and service. SEO is a digital marketing method it is a essential part of digital marketing
technique. It help and gives guarantee to a company that its website ranks higher along with these
attract large number of its customer to company's webpage (Hayter, 2012).
1.4
To present a business online Interactive Order processing is used by any business
organisation. The order process involve 4 stages are discussed below-
Searching- Customer buy product and service online through browse search engine.
Customer choose items according to its needs from catalog at affordable price.
Ordering- After choose of any items or service order from catalog customer can place an
order from website.
Payment- On company's website various payment method is available so the customer can
order or pay by choosing suitable payment methods. Payment methods that is available to its
customers are online payment such as credit card, ATM card and cash delivery.
Delivery-Order is placed and payment is done by customers. A company deliver its products
or service and the whole order process is done when customer receive its products or services (Tsai,
and Cheng 2012).
TASK 2
2.1
Nowadays a internet users are increased day by day and there is also increase in the number
5

of customers who buy online products and services. It is convenient for the consumers when they
need a huge information about product and providers related (Gangeshwer, 2013). Search engine
marketing is a vital tool for any business marketing plan the main objective is that it help any
business website nearest and the top of the search engine ranking. Search engine can be divided
into two parts organic and paid are discussed below-
Organic search engine Marketing- SEO helps any company's website nearest search
engine . It includes variety of techniques are keywords or phrases that help to attract a potential
customers, It also involve web content helps a customer doing a little bit effort while search any
products or service and pleasant and readable for visitors (Starkov,and Safer, 2010). Another
advantage SEO is a design of websites that helps to collect information and increase a search
engine optimisation rank.
Paid search engine Marketing- When there a lot competition in a market its become
difficult for the company to sell its product so the company use pay per click advertising it help the
company to take at top in a Google search engine. Banner advertised and social media sites like
YouTube and Facebook used by company to marketing its products online.
2.2
Nowadays, with the increase in technology the meaning of marketing is now changed itself.
Opt-in news letter is a new strategies that is widely used by an organisation for marketing rather
than traditional newsletter strategies (Nezamabad, 2011). Smart Restorations limited currently use
Opt-in newsletter for marketing its furniture products in the target market and provide awareness
information to its customers. Company use these strategies for marketing purpose are as follows:-
Dear Valued customers,
We are at Smart Restorations limited, thanks for selecting a best Furniture company in UK.
It is possible because of your best support to become us successful in UK country. From starting
when a business established, we got huge support from you. For the immense support the Smart
Restorations limited now becomes a best furniture company in UK in the recent news(Corley II,
Jourdan, and Ingram,2013) . For support us we give you a best offer discount for furniture, we are
providing you a flat 30% discount offer from 12 December,2016 to 25 March ,2016. You are
invited in this discount sales. Thanks for support us and expect the same in future.
2.3
Guidelines are to be followed by any company for public relations are as follows-.
Segment various target audience- Fist a marketer evaluate the targeted audience and they
6

divide into various parts according to similar categories. The audience involve in the target market
are the prospects, partners, suppliers etc.(Salehi, Mirzaei, Aghaei,and Abyari, 2012)
Determine Customer Information sources- Information is generated by conduct
interviews from the target audience about organisation and industry related information.
Build Media source list for each segment- Create and build a list of media outlets for the
customer information sources.
Review media sources and identity Journalist- Review media outlets and identified
appropriate journalist for determine and develop a relationship.
Decide an Appropriate time to deliver- A company decide an optimal time to deliver a
information about product and services they should avoid the end fiscal quarters or year end.
Monitor coverage- Public relations process a critical steps are monitor a websites, blogs
and other media outlets.
2.4
The company's online strategy heavily depends on market, business model, and goals. The
following are the different types of online communities and how they can be used in the business:
 Public blogs: The company can build successful online communities on their blogs by
producing original content and promoting it across the web (Taylor, and Strutton, 2010).
Business of any size, can use blogs for creating an open community of prospects, customers
and partners.
 Public social networks: Social networking sites like Facebook, twitter etc. are great options
for marketing business. The cited company can use these marketing channels to reach their
markets where they want to be.
 Public owned online communities: Company can connect with its customers, prospects,
fans through public owned or branded online communities. It gives the benefit of ownership
of data and rules, to collect useful data during the registration process which can be piped
into company's CRM or AMS system, gives power to the company as all the content and
discussions in the SEO resides on the company's domain.
 Private online communities: This is a part of organisation's product strategy. They are
combined with the company or association's key products and services to resolve the
problems and issues of customers or members and this in turn increases the value of doing
business.
 Hybrid online communities: These type of communities merge the advantages and
disadvantages of publicly available social business tools on company's websites. It
7

simplifies the data transfer to the company's back end customer or member database (Chen,
2011).
TASK 3
3.1
Under secondary market research outside information is used which is assembled by
government agencies, trade associations or other business organisations within the industry. It is
generally published in the form of pamphlets, newsletters, trade publications, magazines and
newspapers (Yazdanifard,Venpin, Yusoff,and Islam, 2011). This research will give the following
benefits to the cited company: Pave way for primary market research:This is the main role of secondary market research
as it provides enough information for asking right questions during primary research. Helps analysing external market environment: It helps to find out the trends in the market
and also help with business information and competitive intelligence. If the company is
focusing on the analysis of external market then secondary market research is the best
option (Peter, and Donnelly, 2011). Helps getting customer information: It provides with the correct customer information
which is very beneficial for the business organisation. It helps to define which type of
customers to target, gives better insight into customer information. Provides internal analysis: When the company conducts secondary market research it
becomes easy for them to find out where does the company stand in the market as well as
what does the customers view about their company.
 Helps in decision making: The most important thing in conducting secondary market
research is that the company will have enough information which helps in deciding whether
to conduct primary market research or not, what the company is required to do next for
making the right decision for the company (Tiago,and Tiago 2012).
3.2
What is your preferences in regard to shopping?
 Online
 Physically going to stores
How often do you shop ?
 Once in a week
 Once in a month
 Every 2-3 months
8

 Once in a year
You prefer online medium for shop through?
 Smart phones
 Laptops
 Tablets
 Television
 Personal computers
Are you satisfied with the quality of goods & services received online?
 Highly satisfied
 Satisfied
 Dissatisfied
 Highly dissatisfied
On the basis of above primary study, it can be said that customers are well focused towards
effective use of internet tools. In addition to this, it can be said that majority of customer prefer to
buy the products and services from the online sources as compared to outlets (Fawzy, and Dworski
2010.). Once in a month is a key priority of customer in order to have purchase of products and
services from online sources. It indicates that the ratio of online shopping and internet marketing is
high which enhances the sustainable opportunities. Along with this, it can be said that smart phone
use has also advanced in recent years. Through appropriate use of smart phones the management of
furniture firm can easily promote the products and services. It has been witnessed that
consideration of tablets is also high as compared to any other element. Customers are also well
satisfied from the company in order to have sustainable opportunities and make sure that goals and
objectives are accomplished effectively.
3.3
ECRM is considered as one of most critical aspect for every business firm because it allows
to have sustainable development. It has been noticed that with an assistance of this, interaction with
members can be taken into account in appropriate manner. In addition to this, it can be said that
record about customer service can be well maintained in order to make sure that goals and
objectives are being accomplished effectively (Gilmore,and Erdem 2011). Moreover, the direct
communication with customer can also be taken into account in order to meet the sustainable
development. Customer loyalty ratio can also be advanced effectively through application of E
CRM. It is because the level of customer satisfaction is dependent upon the customer service.
9

ECRM allows to make sure that proper action has been taken in respect to the issue registered.
With an assistance of this, overall working might be improved in order to have sustainable
opportunities. To understand and satisfy needs of customers (Dehkordi, Rezvani, Salehi, Eghtebasi,
S. and HasanAbadi 2012), it is necessary for the company to emphasize on providing customer-
centric and value-added services to its customers in stipulated time.
Along with this, the relationship between customer and management can also be improved
effectively so that opportunities can be attained in appropriate manner. Changes in product and
services can also be made according to customer needs. It means through application of ECRM the
customer needs can be understand effectively so that changes can be taken into account for
sustainable development.
TASK 4
4.1
It is necessary to recognise for the cited company that plans for digital marketing must be
consistent with the overall marketing objectives and current marketing efforts of the company. The
main stages involved in the process of planning the digital marketing are as follows:
3. Identify target audience: If the company has multiple targets then it should rank them in
order of importance so that resources can be allocated accordingly. Each target profile
should be maintained and their needs should be understood so that the company can pitch
costs and benefits at correct level (Tse, 2013).
4. Set objectives: The possible objectives of the company can be awareness raising of the
company, entering new markets, internal efficiency etc.
5. Decide marketing mix: The company can adopt a mix of digital marketing activities which
will help in accomplish the objectives and fit with any current traditional marketing
activities which are already planned. For outlining the range of digital marketing options,
see the guide on hoe to generate business from digital marketing plan.
6. Agree on budget: Careful budgeting will allow the company to prevent costs spiralling out
of the control. By identifying the returns expected by the company from the investments
made in digital marketing activities, the company can compare these costs for developing a
cost benefit analysis.
7. Action planning: To implement the selected digital marketing activities identify the tactics.
The planning must cover other non internet marketing activities that are being considered.
8. Measure the success: The company must build feedback and review mechanisms on a
regular basis to assess the success of their digital marketing activities as e-commerce is a
10

very dynamic and rapidly changing area.
4.2
Pay per click is a type of online advertising which is used to increase the number of people
visiting the websites. Many businesses have identified the need of a website and therefore spends
lot of time and money to build a well structured, designed PPC website. It is a very good method
for online advertising to quickly make the cited company's cite visible in the search engines and to
start generating traffic to the site. The most common of PPC advertisements are displayed on the
search engines above and to the right hand side of the organic results which comes in the reply of
the user search (Sinha, Ahuja and Medury 2011). They are specifically labelled as 'Ads' or
'Sponsored results' so that they can be differentiated from the organic listings. PPC advertising is
very flexible and fast to set up as compared to other forms of online advertising. But PPC
advertising can be very costly. Also bid inflation raises the per click cost for highly searched
phrases on consistent basis. This inflation is due to ego based bidding and by the search engines
also who impose quality restrictions on many key words. These restrictions increases the cost per
click even no one else is bidding. Most of the businesses can't afford to solely depend on this
method advertising as it is extremely expensive and the bid amounts inevitable climb.
CONCLUSION
From the report this is concluded that in the present business scenario internet marketing is
the need of the hour. The report discusses about the elements of internet marketing, the internet
marketing mix, internet marketing tools that can be used. It also mentions about the mechanics of
search engine marketing which has two divisions that are organic search engine and paid search
engine, and the ways to use new digital media for the businesses. After this the secondary market
research is elaborated along with the outline of internet marketing planning. So this is analysed
from this report that in the cited company the role of internet marketing is very significant as it is
trying to overcome from the effects of the recession period. For this the internet marketing will be a
great option to increase the sales and gain a prominent position in the market as well as the
industry.
11

REFERENCES
Books and Journals
Roberts, M.L. and Zahay, D., 2012. Internet marketing: Integrating online and offline strategies.
Cengage Learning.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing. Pearson Higher Ed.
BOX, B.I.A., 2015. The internet marketing.
Pan, W.T. and Chen, P.W., 2011. A study on the logistic service satisfaction for internet marketing
enterprise using data mining technology. Advances in Information Sciences and Service Sciences,
3(2).
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—Rahmenbedingungen
—Instrumente. Springer-Verlag.
Fan, W.S. and Tsai, M.C., 2010. Factors driving website success–the key role of Internet
customisation and the influence of website design quality and Internet marketing strategy. Total
Quality Management, 21(11), pp.1141-1159.
Christiansen, L., 2011. Personal privacy and Internet marketing: An impossible conflict or a
marriage made in heaven?. Business horizons, 54(6), pp.509-514.
Hayter, A., 2012. Probability and statistics for engineers and scientists. Nelson Education.
Tsai, Y.C. and Cheng, Y.T., 2012. Analyzing key performance indicators (KPIs) for E-commerce
and Internet marketing of elderly products: A review. Archives of gerontology and geriatrics, 55(1),
pp.126-132.
Gangeshwer, D.K., 2013. E-commerce or Internet Marketing: A business Review from Indian
context. International Journal of u-and e-Service, Science and Technology, 6(6), pp.187-194.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th). McGraw-
Hill Higher Education.
Starkov, M. and Safer, M.M., 2010. Hotelier’s 2010 top ten internet marketing resolutions. Hotel
Online.
Nezamabad, M.N., 2011. The impact and benefits of internet on marketing mix. Australian Journal
of Basic and Applied Sciences, 5(9), pp.1784-1789.
Corley II, J.K., Jourdan, Z. and Ingram, W.R., 2013. Internet marketing: a content analysis of the
research. Electronic Markets, 23(3), pp.177-204.
Salehi, M., Mirzaei, H., Aghaei, M. and Abyari, M., 2012. Dissimilarity of E-marketing VS
12

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.
Chen, K.C., 2011. Text mining e-complaints data from e-auction store with implications for internet
marketing research. Journal of Business & Economics Research (JBER), 7(5).
Yazdanifard, R., Venpin, M., Yusoff, W.F.W. and Islam, M.R., 2011. Internet Marketing: The new
era of innovation in E-commerce. In 2011 International Conference on Software and Computer
Applications, IPCSIT (Vol. 9).
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text, analysis,
cases, plans.
Tiago, M.T. and Tiago, F., 2012. Revisiting the Impact of Integrated Internet Marketing on Firms’
Online Performance: European Evidences. Procedia Technology, 5, pp.418-426.
Fawzy, L. and Dworski, L., 2010. Emerging Business Online: Global Markets and the Power of
B2B Internet Marketing. FT Press.
Gilmore, W. and Erdem, S.A., 2011. The Future Of Online Internet Marketing: A Solution To
Behavioral Marketing Using Biometrics. Journal of Business & Economics Research (JBER), 6(2).
Dehkordi, G.J., Rezvani, S., Salehi, M., Eghtebasi, S. and HasanAbadi, A., 2012. A conceptual
analysis of the key Success of business in terms of internet marketing. Interdisciplinary journal of
contemporary research in business, 4(1), p.811.
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.
Sinha, N., Ahuja, V. and Medury, Y., 2011. Corporate blogs and internet marketing–Using
consumer knowledge and emotion as strategic variables to develop Consumer engagement. Journal
of Database Marketing & Customer Strategy Management, 18(3), pp.185-199.
Online
13

14