Online Marketing Strategies and Customer Loyalty

The report discusses how companies are expanding their business by implementing new online marketing strategies to attract more customers. It highlights the use of internet services such as online chatting, free delivery, and customer care services to resolve client issues. The report also analyzes the role of corporate reputation, quality, and value in influencing online loyalty. It provides a comprehensive overview of the topic and is suitable for students studying marketing or business-related courses.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role of marketing in different business organisation success...............................................1
P2 Use of the internet marketing.................................................................................................2
TASK 2............................................................................................................................................3
P3 Benefits of Internet marketing of a business towards customers...........................................3
TASK 3............................................................................................................................................4
P4 Benefits to the business from internet marketing..................................................................4
P5 Business made efficient, effective through online marketing................................................5
TASK 4............................................................................................................................................5
P6 Challenges of globalisation while using internet marketing..................................................5
D1 Analyse marketing opportunities for business in implementing internet marketing............6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing includes various business activities which are carried in order to identify
different needs of the customers and consumers and serve them with different products that can
satisfy their needs and wants appropriately. Marketing involves various activities staring from
identification of desires of customers to serving them with good quality product with the
Satisfying services and maintaining a better customer employee relationship in order to retain
customer loyalty with the brand or company. The internet marketing similar to the marketing
activities carried out in the physical market. Only the difference between these is the space where
the customers and business interact with each other (Armstrong and et. al., 2012). The internet
marketing is refereed as utilisation of various network sources like internet in order to sell their
product to the clients or consumers. The companies like Primark and Primark etc. are
implemented internet marketing in their business organisation structure successfully that helps in
delivering various opportunities to create more wealth and loyal customers for the brand through
providing quality services and products to consumers online.
In this assignment the student are introduced about the concept of the internet marketing.
The various role of the internet marketing in the modern market is also summarised in this report
in order to gain knowledge about various scope of the company to expand their business
globally.
TASK 1
P1 Role of marketing in different business organisation success.
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. Amzon, Primark etc. are B2C company which are engaged ion
delivering their services through the medium of internet.
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
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marketing for them. The marketers must consider factors such as the target group, the
product/service and pricing among other considerations.
C2C marketing- C2C stands for customer to customer. C2C transactions generally
involve products sold through a classified or auction system. Products sold are often used or
second hand. For example, Gumtree often sell second hand products and are able to sell them
through other customers which links to the term ‘customer to customer’. However, companies
like Asos are a b2c marketing modem, this means they have products and are able to sell them to
the customers.
P2 Use of the internet marketing.
The companies like apple is using various digital marketing strategies to deliver their
products to the customers and establishing brand image and company goodwill in the online
market. The apple is developed various email campaign in order to attract more and more
customers by information about the company policies and their quality services to the
consumers. This helpful in advertising their services and attracting customers towards the brand
loyalty. The Primark is developed various marketing strategies in order to spread information
about their offers and sales to the customer at faster rate through helps of online social media
campaign and advertising about these offers in social sites (Caruana and Ewing, 2010). This
helps in attracting more and more customers. The Companies use social medial database as a
directory or research data in order to analyse the choice, demand and preferences of the
customers. The companies are implementing last minute promotion schemes over the medium of
the internet to communicate about the company product-ad n services quickly in the huge no. of
customers. This can be achieved through advertising the offers and product online videos, online
social medial pages etc. The different companies are integrating the services along with other
services to share the customer base over the medium of internet the companies like Primark is
also developed their websites and mobile application through which customers can buy, share,
compare the variety of product before wasting time in going to physical market (Chaffey and
Patron, 2012). The companies are using the option of home delivery in their online marketing
strategies in order ton satisfy their customers through quality services. The different companies
like Siansbury, Primark sells their products and also other company food products in their online
site or face window to provide variety of the good quality product at a same site or location. This
provides ease to consumers to make purchase by comparing various product.
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TASK 2
P3 Benefits of Internet marketing of a business towards customers.
Comparing and selecting product providers- Primark doesn’t let you do a full
comparison but it does save your searches. In addition to that, when you’re doing normal
shopping Primark shows a variety of products at the bottom of the screen this will allow you to
see similar products to your searches so some could be better or some could be worse it’s just
your choice to look at them. There are many comparing websites so assuming the customer
wants a full detailed comparison they should type in comparison websites on any search engine
and many will come up.
Increased bargaining power- Unlike EBay Primark, Primark don’t offer the opportunity
to negotiate prices. Despite that, Primark do allow customers to search up varies products that
are the same, just different prices or colours so it’s up to you if you pick the right barging. In a
way you can compare Primark to a high barging power, this is because it’s about who displays
their product better. There could be 5 of the same products but if you’re showing better images
and have better descriptions of it you’re obviously going to get the most sales.
Comprehensive and up-to-date product information- Primark constantly have up to date
product information on their products. This is evident on how they have the characteristics of
every product on the website. Primark is also up to date with their website. This is evident with
their product advertisements. As its winter they will show discounts on many winter wear
products or furniture as they know customers would prefer to relax in doors on a cold day than
wear summer wear and go outside.
Opportunities for lower costs through “dynamic pricing”- If you wanted dynamic
pricing, then Primark is the place. This is evident as many people are selling the exact same
product as you. This means that putting the best price will constantly grab the consumer’s eye.
Having higher prices May only gather customers that think that a higher price means better
quality. Primark is a good online service to shop as there is a variety with pricing. Many other
websites don’t offer that trait as they only have set prices
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TASK 3
P4 Benefits to the business from internet marketing.
The internet marketing is provides various growth opportunities to the particular
business. The digital markets providing various benefits to the business wealth and image too.
The benefits provided by the mass customization and advertising area as follows:
Source 1: Primark Attraction Campaign. 2017.
Mass customization: The mass customization is providing various types of products to
the customer according to the choices and preferences of the consumer. The physical store if the
particular brand can not contain large no. Of products as it requires larger inventory storage area.
While the online marketing helps in business to present a huge no. of variety of product to their
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customers. Primark is not having any physical retail store selling product (Li and Du, 2011).
Advertising: the companies like Amazon Adidas, Primark, Asda are marketing their
services through online advertising and banners at online sites, videos etc. This benefits the
business to attract more customers towards the company.
P5 Business made efficient, effective through online marketing.
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
Primark 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. It also captures stores and integrates its consumers’
data easily. Primark 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 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. This
organisation has increased efficiency by using electronic communications to reduce staff costs as
it requires only few seconds to communicate through electronic media because it supports quick
transmission and it saves time and money In addition, electronic media allows the business
managers to easily control operation across the globe.
TASK 4
P6 Challenges of globalisation while using internet marketing.
After the globalisation the companies are dealing with the different customers connected
with company from all over the world. Globalisation is integrations of the trades and economies
of the two countries operated by different boundaries. This helps in dealing with customers
having various cultures and the preferences. This can be huge challenges for the company in
order to meet demand of the customer efficiently. The online marketing provided challenges to
companies in making secure and safety mode of payment to customer. The customers are facing
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many cyber crimes while making online transaction (Peterson and et. al., 2010). To work
effectively in global market over the medium of internet the company has to established a
encrypted mode of transaction system. To deal with the global market the company websites
design should be according to the use of variety of customers according to their knowledge,
preferences and easiness to access the company websites and services.
Globalization is the worldwide movement toward economic, financial, trade, and
communications integration. Globalization implies the opening of local and nationalistic
perspectives to a broader outlook of an interconnected and interdependent world with free
transfer of capital, goods, and services across national frontiers. However, it does not include
unhindered movement of labour and, as suggested by some economists, may hurt smaller or
fragile economies if applied indiscriminately. Globalization can be summarized as the process
that an organization starts to integrate on a global scale.
D1 Analyse marketing opportunities for business in implementing internet marketing.
The Primark in internet marketing based company dealing with their large global
customers base in order to fulfil their needs and demand effectively and efficiently. Primark is
facing a problem in building good relationship with customer before and after sales. To resolve
this problem the Primark decided to launch a system by which the customer can compliant and
chat with the customer care person of the company in order to resolve their problem and issues
related to the particular product. The Primark implemented online tracking system in order to
provide customer a services ton manage their order destination if any change is required by
consumer in destination selected when goods is in transient state (Plaza, 2011). The Primark can
inform the customer about the new products launch and deals about its feature through email
massages which not possible by the consumer to visit again and again in physical sites of
company and checking out for new product updates. With help of internet marketing strategies
the Primark developed customer loyalty and goods relationship with their consumers by
providing quality services to them.
CONCLUSION
This can be concluded from this report that the companies are expanding their business
by implementation of new marketing online marketing strategies in order to attract more and
more customers for the organisation. The companies are developing various type of strategies
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like online chatting, free delivery, customer care services in order to resolve various issues and
query of the client. The different companies like Amazon, Primark are exploiting internet
services in order to generate more revenue for the companies. This helps in building good
relationship with customer and also helpful in reducing various cost that are incurred in various
marketing operation of the company.
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REFERENCES
Books and Journal
Armstrong, G and et. al., 2012. Marketing: an introduction. Pearson Prentice-Hall, London.
Banerjee, N. Dutta, A and Dasgupta, T., 2010. A study on customers' attitude towards online
shopping-An Indian perspective. Indian Journal of marketing. 40(11). pp. 36-42.
Caruana, A and Ewing, M. T., 2010. How corporate reputation, quality, and value influence
online loyalty. Journal of Business Research. 63(9). pp. 1103-1110.
Chaffey, D and Patron, M., 2012. From web analytics to digital marketing optimization:
Increasing the commercial value of digital analytics. Journal of Direct, Data and
Digital Marketing Practice. 14(1). pp. 30-45.
Lee, T. Y and Bradlow, E. T., 2011. Automated marketing research using online customer
reviews. Journal of Marketing Research. 48(5). pp. 881-894.
Li, F and Du, T. C., 2011. Who is talking? An ontology-based opinion leader identification
framework for word-of-mouth marketing in online social blogs. Decision Support
Systems. 51(1). pp. 190-197.
Li, H. A and Kannan, P. K., 2014. February. Attributing conversions in a multichannel online
marketing environment: An empirical model and a field experiment. American
Marketing Association.
Peterson, M and et. al., 2010. Online customers, digital marketing: The CMO-CIO connection.
Journal of Direct, Data and Digital Marketing Practice. 11(3). pp. 219-221.
Plaza, B., 2011. Google Analytics for measuring website performance. Tourism Management.
32(3). pp. 477-481.
Online
Primark Attraction Campaign. 2017. [Online]. Available through:
<http://www.cielotalent.com/services/employer-brand-practice/portfolio/primark-
attraction-campaign/> [Accessed on 17th August 2017].
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