Customer Value Management Strategies

This assignment delves into the crucial concept of customer value management. It examines various marketing strategies employed by businesses to create and deliver value to their customers. The focus is on understanding how companies can effectively position their goods and services through advertising, particularly utilizing pay-per-click (PPC) campaigns. The assignment highlights the importance of engaging consumers with compelling content, authentic visuals, and testimonials from satisfied users to build trust and drive interest.

Table of Contents
Introduction.................................................................................................................................2
Task 1..........................................................................................................................................3
1.1 Explain the elements of internet marketing.......................................................................3
1.2 evaluate the internet marketing mix..................................................................................5
1.3 compare internet marketing tools (e-tools).......................................................................8
1.4 examine interactive order processing..............................................................................11
Task 2........................................................................................................................................13
2.1 demonstrate the mechanics of search engine marketing.................................................13
2.2 Write the copy for a suitable opt-in email marketing......................................................14
2.3 Follow guidelines for best practice in online public relations........................................15
2.4 Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites
...............................................................................................................................................15
Task 3........................................................................................................................................17
3.1 Conduct secondary market research................................................................................17
3.2 Design an online survey..................................................................................................18
Market research to support customer relationship management...............................................18
3.3 Demonstrate the use of electronic customer relationship marketing..............................18
Task 4........................................................................................................................................21
4.1 Produce an outline internet marketing plan.....................................................................21
4.2 Create a presentation on pay per click advertising..........................................................22
References.................................................................................................................................24

Introduction
Online marketing uses online activities to enhance its sales through digital technology. Internet
marketing may be classified web marketing, e-mail marketing and social media marketing.
Internet marketing includes e-trade, associate, promotional websites and marketing completed on
search engines; email marketing will entail marketing and promotional marketing efforts through
email messages to clients. Social media marketing entail s marketing through social internet
working sites.
Pictorial 1: the picture beneath suggests forms engaged in cyber marketing
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s1600/2.jpg

Task 1
State the components of online marketing
However numerous procedures are available in the market for online marketing but it is a
concern of marketing head to decide which is best option for his or her enterprise. They should
analyse online marketing is here to create presence of people on the company’s website, capture
leads, change them to clientele, create recommendation, and replicate enterprise from the clients
(Dilip Soman, 2010).. Discussed beneath factors are concerned for better and effective cyber
marketing so that business can gain maximum results.
Layout
Commercial enterprises are sought to be centred on developing a user friendly website in which
they can talk to their clients directly and can resolve their issues. The prosperity of commercial
enterprise depends upon the website created and consequently it will require them to be updated
to ensure more people on website and to transform them into customers who can bring business
for enterprise.
Strategic content material
The content of web page must provide broad understanding of rules, regulation,ways the clients
can process their work with the company and simultaneously their responsibility towards the
company to comply with. Like downloading a record or clicking a link.
Provide things away

Web page has to be capable enough to provide detailed description of business in which they
deal and troubles resolve by them. Through this clients can apprehend on enterprise activities
and can provide a great deal and in exchange you can increase their confidence in the company’s
product and increase income for the business. Despite the fact that the marketing supervisor must
provide facts cautiously and simple so that the facts do not puzzle clients.
All are guests
Merchandising on-line is set teaching where you change your client outlook by helping them to
imagine themselves the use of the goods and offerings that the company is supplying, assist the
purchaser understand and supply price to them
Search Engine Optimization
Search engine optimization is a way through you can get your target audience. But it is not easy
for the mangers to achieve but they have to guarantee that they trace right clients, enlarge brand
identity and growth when internet site hits . Search engine optimization besides this includes the
regular evaluation and examination of competition so they are capable of finding out what is
best for their website (Gale, 2009). It can be accomplished by means of developing an incredible
commercialism approach which needs to be properly implemented and which last for long time
desires.
Spread out visibility
It's aim is to expand the sector of enterprise with the aid of bringing in greater capable clients. It
could be attain through online networking marketing and demands whole deal of determination.
Pictorial 2: the picture beneath indicates the components of online marketing.

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1.2 Assess the online marketing mix
It contains four foremost components that are base to achieve company's goal and capability
client for individuals and agencies to achieve their want and desires through developing and
replacing valuable commodity; those elements are price, product, place and promotion.
Products
Enterprise engaged in buying and selling should be capable enough to meet the clients desires
and expectation. The techniques must be associated with form of resources that the business
enterprise are presenting, they may be mainly motivated with the aid of the client's need and
respectively depends upon clients attributes and product is developed as per their needs (Gale,
2009). All enterprise has to mould its strategies based on the resources they provide and their
purpose is to assemble patron desires, wants, and making sure pleasure.
Place

The resources in which company deals should be placed where customers can approach easily. It
can be bodily places or internet websites. Setting needs to be performed about the person of a
particular service or product and that they have to be in an area in which they can be well
approached, this can encompass sales outlet or internet sites (Haddad, 2016). For cyber space
marketing, the putting is performed on internet sites as well as on social app structures, so it
could be accessible to the website users and clients.
Price
Price is the fee which is required by the purchaser to pay for the resources used by him. Using
on-line marketing, research approximately fees of specific items and offerings have to be
exhaustively performed with the intention to ensure that the enterprise remains aggressive within
the market. The agency should have sort of items marketed on their website and that they need to
have something for every person in different fees in keeping with nice and good value.
Marketing managers need to perform continual assessment of the charges in the industry and
guarantee that they are consistent with competitive groups.

Promotion
Promotion is main approach of communiqué utilized by virtual entrepreneurs and website is
designed in such a way that it promotes services and products of enterprise offers. The marketing
managers should see to it that merchandising are nicely sorted out, have clean pictures and
affordable prices for the customers to pick from different segments as per their choice . The
emblem of the commodity and offerings are base of primary function in marketing. The price of
selling items can be expensive however, the aforementioned will replicate at the income side.
For on-line commercialism the layout of the internet site is the important thing as it plays role of
mediator among the clients and the dealers.
Pictorial 3: the marketing mix
http://marketingmix.co.uk/content/uploads/marketing-mix-7p.jpg

1.3 Distinguish between internet marketing tools (e-tools)
Online marketing tools maintain online sites more reciprocal towards the customers and
consistent with commercial enterprise. Electronic equipment are suggested to save time and
money by supplying content ideas, assist deciding success, providing extra marketing ways,
modify quest search engines, take away dependency from third party organisations, lessen
promotional expenses, entails more persons in the commercial enterprise marketing publishing
and cutting down dependency on the I.T providers or department.
Diverse kind standards are utilised to pick out the correct e-equipment for the enterprises but
pursuing determinant are specifiedly applicable:
• Smooth to apply
• Relationship builder
• Quick on-line campaign trailing abilities
• Expert electronic mail marketing templates
• Cost efficiency
A number of the ought to have e-equipment for marketing are;
Key-word Research tools
A keyword is what client searches on Google search , the keyword analyser will help you to
determine your business position through keyword in comparison to your rivals and how speedy
search can be associated with the enterprise growth.

Outline appearances of user on the online sites
This tool will assist managers to track down the activities of webpage and enables offer an earlier
than and now photos of each strategies attempted on-line and give a response of what is in the
favour and what are unfavourable.
Search engine rating
The device enables realize how the commercial enterprise is acting on a spread of search engines
like Google for the enterprise keyword phrase. They allow display of search engine
improvement carried out at the internet site
Locating online pages with the use of search engine
This tool will help list all the internet site pages and index them the use of XML sitemap and
offers a walking count of pages and textual content-based totally URL listing
On site Advertisements
For example Google ADwords, which provides promotional list on Google and is paid in
keeping with click basis. The trick is to discover the right key-word which is typically used by
similar groups and take down the pay per click on restrict.
Associate inter networks

Affiliate marketing provide complete control and offers different e-marketing equipment that
compound with generation and permits complete manipulates the projects that swiftly expands
with minimum or no oversight in any respect. For example clixGalore.
Internet based customer service support
While in purchasing process online customers are required to be provided support in the form of
live chats, e-mail management, click on to speak and self-service generation. For example live
chat pages that pop up whilst performing on-line writing and the solution they provide
immediately for the question provided by the customers in contrast to business enterprises.
Social media systems
These program are a superb manner of selling the enterprise and have mutual thoughts in the
existing instances due to the fact, they clean to get right of entry to and frequently used.
Examples encompass; Facebook, twitter, LinkedIn, g talk etc.
Pictorial 4: Different tools for social media platform

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1.4 examine interactive order processing
In line with Ingram, interactive order processing device apprehend clients’ statistics from the
database of customized service of the company or from the clients, shops the statistics and then
provide data to the vendor, shipping branch or for some other location demanded . The
interactive system entails choosing up the correct product is base element for order processing
(Kordupleski, 2003). The system also includes creating an individual ids for the commercial
enterprise with consciousness about the consumer economic process of purchasing standardised
products. They want to approximate emblem cognizance. This technique will permit capable
clients to see services and products online on internet site, sort a selection on shopping and area
on which order to be made, after which products are added to the clients. The interactive online
marketing manner is reality, dependable, comfortable and green.
Pictorial 5: Interactive process on cyber space marketing

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s1600/1_17b_a.gif
Task 2
2.1 Exhibit the mechanism of search engine marketing
Search engine marketing is cyber space marketing which entails promotion of online sites by
way of exploding their presence in the search engine results by use of their keyword, for example
inside the Google web page. They can consider nearby on-line marketing in addition to world
marketing (Naumann, 2005). This mechanism will encompass search engine marketing in both
pay per click on and search engine optimization. They can be performed through Google, yahoo
and Bing for each B2B and B2C enterprise relationships.
Mechanism of PPC campaign
Subsequently selecting place to put it up for sale your enterprise activities, you should know how
it will perform for you. The maximum ordinary marketing is pay in line with click. This way
directs site visitant to the websites and the advertiser pay to the publisher when visitor clicks the
ad.
Search engine optimization mechanics
This is the best effort for the website to be discovered in structured search outcomes on seek
engine. Today’s plan of action of being discovered through the quest engine has more to do with
remarkable online storytelling than anything else (Nijssen, 2001). That is a straightforward and

genuine manner that necessarily requires humans to provide self-satisfied curiosity in clients to
order mutually.

Mechanisms of Google locations
It entails making a presence on Google maps and provides directions to the clients who are
searching out for form of business enterprise.
Wherein to market it
Marketing the enterprise offers you number of clients . It is consequently the obligation of the
marketing supervisor and the group to advertise the commercial enterprise the use of the nice and
maximum accessed website online. It can provide you a chance to reward yourself and it is
valuable.
Commercialism intention
The number one purpose is to drive sales of commercial organization's goods and services.
Different desires will encompass; flourishing brand consciousness, it forces endorser to the
mailing listing and benefits endorser on the social networking . The last-place line of those
dreams is to growth income. Before all mechanisms are required to be taken into thought process
and requires to realise the need of audience before determining issue of how other factors are to
be carried out. They should have something unusual in their website so that target audience can
link themselves to the commercial enterprise.

2.2 Mention the copy of a appropriate opt-in email marketing newsletter
2.3 Follow guidelines for best practice in online public relations
Public relation professionals are required to have legal knowledge in relation to legal jurisdiction
while working on social networking .Exceptional exercise in internet relation entails the
enactment of dealing with verbal exchange between both an enterprise and the stakeholders
intent towards keeping a fine photo .PR is not the same as marketing and the variations are
pointed inside the desk beneath
Public Relation Advertising
Viewpoint from journalist full imaginative manipulate
Creates Believability Creates Perceptibility
regarded extra objectively Will run whilst you pay for it
handiest cited in a story obvious to customers
Time consuming and provides no
assurance
easy, if finance provided

first-class PR activity will rotate around assessment of aimed market, deciding the origin of facts
attaining the clients, constructing media source listing for each section, reviewing sources of
media and pick out journalist, examination of options delivered and distributed, determining
suitable time of transport, selecting the proper PR equipments ,tracking down coverage done by
the media and in social media marketing and finally analysing effects of PR. PR may be an
bargain-priced component in the marketplace mix.
2.4 Exhibit how commercial entities can use online marketing as part of communication.
Eg file sharing sites
Fresh medium of online marketing are online sites of company and different electronic
communication and informative channels wherein energetic clients interact in behaviour that
may be consumed by means of others. The advantage that includes frequent use of digital
marketing is that there is no minimum cost on entail id in generating greater number of replica .
Organizations can use social networking sites website for mobile marketing, live casting, image,
and video and file sharing. Frequently can be utilized in enhancing the name of company and can
assist in creation of an emblem name. Additionally they are capable to go viral quicker and are
an ability device for communicating among the administration and the worker; customers and
capacity clients (Weinstein, 1999). Webcasting is other form of sharing video recording files
throughout the internet works and too many concurrent visitors at once. The use of digital
marketing will enhance business growth have the ability to showcase its way to exercise their
merchandise, amplify their basis, socialise the clients and offer precise offerings. Sharing of file
through the usage of new internet marketing is short, economical, risk-free and less expensive.

Task 3
3.1 Conduct secondary market research
Secondary marketplace research is based on information this is derived from already current
information. It is straightforward to find reasonably priced but the problem is that it is not always
customized to precise wishes. Sabalink communications limited is an enterprise the deals
especially with set up of safety gadgets on motor motors. The corporation commenced and were
given most of its records from the banks information base at the quantity of cars they in shape
with protection devices in a yr and the amount concerned (Weinstein, 1999). The company the
usage of the findings from distinct banks found out that they could be advantaged to start a
agency that deals with the security devices and because the facts they were given indicated that
many people buy cars with loans from the banks and therefore the financial institution needs to
have a way of retrieving their automobile if the clients defaults inside the mortgage fee.
Sabalink decided to strike a deal with various banks and be able to in shape tracking devices on
any automobile that is bought on mortgage. In addition they got dependable information on the
kinds of gadgets that needed to be suit on the vehicles and the once that had problems or have
been known for developing faults. The employer then decided to import the first-class
monitoring gadgets to stay within the lead for the competition were also willing to offer the
identical offerings. The secondary market studies become in particular discovered in the
competition’ websites on the kind of gadgets and the customers they offer their offerings to. A
business enterprise that uses secondary studies marketplace is taking the chance of basing their
success on different clients’s success (Weinzimer, 2008). The statistics that they get from
different sources should have a few troubles and therefore it would mirror on their commercial

enterprise. Sabalink started out its commercial enterprise on a high note based at the secondary
marketing research due to the fact they were able to get all the information they required for the
same agency.
3.2 Design an online survey
Online survey contributes to the effectiveness of the business gauging client pride or degree the
effect of the marketing strategies being used in an enterprise.
Market research to support customer relationship management
 What type of marketing research statistics is vital for finding out how effective CRM is?
 Which market research helps CRM?
 What is marketing studies?
 What is CRM?
 How does marketing studies guide CRM?
 How has marketing studies impacted business at Sabalink employer?
3.3 Demonstrate the use of electronic customer relationship marketing
According to MBA&COMPANY, electronic consumer relationship marketing is an idea that
emerged from e-commerce and entail electronic means of communiqué inside the business
enterprise and with their clients. Electronic consumer relationship is about developing a
relationship with targeted audience in a business. This form of relationship uses E-CRM, for
instance using websites that have windows in which the consumer can engage with the employer

to guarantee that they may be given the products or services they want. Websites marketing
enables the vendor to ship mails constantly to the customers in order that they are aware about
the brand new services and products in market (Nijssen, 2001). If the client trusts the
organisation then they could do commercial enterprise online, which may be very rapid and
reliable because the website has the entire element the purchaser desires and in case they want
anything clarified its miles very feasible.
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E-CRM makes use of quite a few techniques to interact with the customers; emails, sums,
internet contact factors, pop and make contact with centres. That is the important thing for
business to be triumphant by way of assisting lessens value of marketing and marketing, improve
accuracy and customer delight and boom purchaser frequency. This can encompass quicker and
greater informed choice making. customers’ relationship marketing may be primarily based on
maintaining the existing customers and being capable of develop the market by using locating
new as soon as. The relationship is constructing using online business communication offerings.

Task 4
4.1 Produce an outline internet marketing plan
Clients/ target market
My clients will mainly incorporate of the busy office people that do not have time to step out of
the workplace and buy groceries. The only day they are home is on weekend and many stores are
closed leaving them with minimum choice. If we target them in the online research marketing we
will be capable of be in business and on the same instances resolve their hassle. They must be
earning an amazing income to be able to purchase the satisfactory branded merchandise that the
business has.
The consumer should be in a function to shop for correct continuously because the business will
maintain on converting by bringing in extra desirable s which might be trending inside the
market; clients who purchase merchandise continuously help the vendor avoid useless inventory
which is most of the time bought a decrease charge due to the change in what's trending and buy
the goods for non-public use or as a gift but be willing to present feedbacks on how the product
or service is appearing within the marketplace.
Selecting the target
The mode of marketing that the agency use is social Medias due to the fact most of its client has
access to extraordinary social media platform from domestic and work locations and that they
have the right education degree so that it will use the engines like Google. The business
enterprise is tool used toward developing site visitors and must consequently pick out a
marketing platform as a way to help achieve it (Gale, 2009). What follows after this ids deciding

on the appropriate marketplace mix with a view to assist reduce the charges, agree on a budget
that prevents the prices from being too high than anticipated. Identify the procedures for
implementing the chosen digital marketing activities and cove external and inner non-marketing
activities. The closing component that helps decide whether the commercial enterprise is making
earnings or losses is measuring success.
4.2 Create a presentation on pay per click advertising
Pay per click marketing will entail the price the advertisements generate on marketing site and it
is far paid to the web site owner.
The diagram under indicates the procedure entail in growing a pay in line with click on
marketing and marketing

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The enterprise first creates a keyword that is not used by many businesses raises the hobby of the
customers. They then create advertisements on the way to be located on one-of-a-kind main
marketing websites, and then set up an account, which is established and examined. The
commercial enterprise then launches marketing campaign to marketplace its new merchandise
on-line and they purpose at increasing visitors and capturing a certain goal group. They get tools
to help display how the new product launch is appearing within the marketplace by means of
analysing the clients’ feedbacks (Dilip Soman, 2010). The website proprietor then calculated the
traffic generated by the wide variety of people who clicked at the key word and they may be able
to pay. This is a win-win situation wherein both events advantage.
Growing a pay according to click on marketing need to be placed on a web page that has a
colourful theme that is related to the goods and services the business is offering. They may be
positioned in a pop up manner where they display up as the consumer is the usage of the page
and the message ought to be eye catching to the user in order that they may be interested by
finding out more approximately the ad. The pay per click advertisement can be placed within the
form of a video that has training or schooling fabric at the way to apply the product that the
company offers. Manners the clients are capable of recognize the product better and be more
fascinated. Using clean authentic pictures will also make the consumer be more interested and
the use of live speeches by people who have used the goods earlier and feature had encouraging
positive outcomes (Kordupleski, 2003).

Reference list
Dilip Soman, .N.-M. (2010) Managing Customer Value: One Stage at a Time, London: Cengage
Learning.
Gale, B. (2009) Managing Customer Value: Creating Quality and Service That Customers, New
York: Pearson Education.
Haddad, M. (2016) 21st Century Fmcg Consumer Marketing: Creating Customer Value, New
York: Springer.
Kordupleski, R. (2003) Mastering Customer Value Management: The Art and Science of
Creating, London: Pearson Learning.
Kordupleski, R. (2003) Mastering Customer Value Management: The Art and Science of
Creatinh, 2003: Pearson Education.
Naumann, E. (2005) Creating Customer Value: The Path to Sustainable Competitve Advantage,
New York: John Wiley.
Nijssen, E. (2001) Creating Customer Value Through Strategic Marketing Planning, New York:
John Wiley & Son's.
Weinstein, A. (1999) Designing and Delivering Superior Customer Value: Concepts, Cases,
New York: Pearson Learning.
Weinzimer, P. (2008) Getting It Right!: Creating Customer Value for Market Leadership,
London: Springer.

Dilip Soman, .N.-M. (2010) Managing Customer Value: One Stage at a Time, London: Cengage
Learning.
Gale, B. (2009) Managing Customer Value: Creating Quality and Service That Customers, New
York: Pearson Education.
Haddad, M. (2016) 21st Century Fmcg Consumer Marketing: Creating Customer Value, New
York: Springer.
Kordupleski, R. (2003) Mastering Customer Value Management: The Art and Science of
Creating, London: Pearson Learning.
Kordupleski, R. (2003) Mastering Customer Value Management: The Art and Science of
Creatinh, 2003: Pearson Education.
Naumann, E. (2005) Creating Customer Value: The Path to Sustainable Competitve Advantage,
New York: John Wiley.
Nijssen, E. (2001) Creating Customer Value Through Strategic Marketing Planning, New York:
John Wiley & Son's.
Weinstein, A. (1999) Designing and Delivering Superior Customer Value: Concepts, Cases,
New York: Pearson Learning.
Weinzimer, P. (2008) Getting It Right!: Creating Customer Value for Market Leadership,
London: Springer.