Internet Marketing: Elements, Tools, and Strategies

This document provides an in-depth overview of internet marketing, covering topics such as e-commerce, e-business, content creation, search engine optimization, and more. It discusses the elements of internet marketing, tools used, and strategies for success.

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Internet marketing
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Lecturer’s name

INTERNET MARKETING
Table of contents
Task 1:........................................................................................................................................1
1.1 The elements of internet marketing......................................................................................1
1.2 The internet marketing mix..................................................................................................4
1.3 Internet marketing tools e-tools that will be used................................................................6
1.4 The interactive orders processing will work........................................................................7
Task 2:........................................................................................................................................8
2.1 The mechanics of search engine marketing.........................................................................8
2.2 Opt-in email marketing newsletter.......................................................................................9
2.3 Guidelines for online public relation..................................................................................10
2.4 Use of new digital media communities..............................................................................12
Task 3:......................................................................................................................................14
3.1 Secondary market research................................................................................................14
3.2 Online survey to check restrictions on the use of online services by the customers.........16
3.3 Electronic customer relationship marketing.......................................................................17
Task 4:......................................................................................................................................18
4.1 Internet marketing plan......................................................................................................18
4.2 Pay per click advertising....................................................................................................19
Referencing..............................................................................................................................20
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Task 1:
1.1 The elements of internet marketing
Now a day's maximum business wants to flourish themselves in the world of the internet
because this is the only fastest way to reach customers or people world-wide. There is some
plans and strategy to flourish and to reach people. It might be the fastest way but also one of
the toughest jobs for that there are some important elements. If those elements are used
correctly then it can be effective (Abou Nabout and Skiera, 2012).
E-COMMERCE
E-commerce was first started in 1960 when electronic data interchange was brought in
business. The American national standards institute developed ASC X12 to preserve or share
documents by electronic media. When Amazon and eBay started their business in the 1990s it
brought revolution in the e-commerce industry. It made easy for the consumer to buy or
purchase items for endless amount online. File transfer protocol or web services are the
application for e-commerce business. This is the way to include business – business activities
and can be reachable by using email for ads. Now a days maximum companies directly entice
consumers via online by social media marketing. The e-commerce benefits speed of access,
easy accessibility, the vast range of goods which are an available and international reach
(Arnott and Bridgewater, 2012).
Online sales growth accounted that more than U.S third total retail sales in 2015. In 2015 web
sale was totaled $341.7 billon which increased 14.6% than 2014. Social media and mobile
devices are also conducted by e-commerce, and it showed the rise of business
The IT professionals are forced by the e-commerce rising to go beyond the infrastructure and
maintenance design which helps to secure consumers data privacy.
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E-BUSINESS
In the Internet, e-business conducts the process of business. Selling and buying the process of
e-business. Some e-business website prefers online payments with customer services. It
contains a range of services and function. It develops services from Intranets and extranets.
Today businesses are thought as per as marketing on the internet to reach people widely. The
process of e-business to buy products from a manufacturing company a sell in a retail price to
the customers or the consumers directly. In e-business, a wide range of products is available
to the customers at a certain price which is less than the outer market. In 1997 October IBM
started the first campaign (Becherer and Halstead, 2004).
REMARKABLE CONTENT
For a successful internet marketing plan, we should create interesting content in our website
which will attract the reader. It can be a new website page, video podcast, blog post, webinar,
e-book, etc. For a small business, a blog can be set up which is one of the easiest processes.
The content should consist important information which will be useful for the readers. If the
content is interesting and attracts the reader, they are going to be share by the readers to their
friend, working place and family members by social media. This is the super effective
process of marketing.
OPTIMIZING SEARCH ENGINE
If the blog post or the content is made, then we should, go for sear5ch engine optimization.
The blog post should content keyword phrases which we can rank in Google. The keyword
should be included in blog title, Meta description, tags, heading and blog text thought. We
should ensure that the keyword is not stuffing and it is coming naturally.
SHARE THE CONTENT IN SOCIAL MEDIA
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Nowadays the whole detailing work we do in online can get in social Medias. There are ways
and channels to share our work in social media they are Google+, Facebook, LinkedIn,
Twitter, Instagram, etc. For sharing, we should have, our social media links on our blogs,
post, eBooks, and website. For public share, we have to make remarkable contents which will
be share by the readers in their social media or another form of online networks. This means
the content should be easy for the reader to read and understand (Bigné‐Alcañiz et al., 2008).
1.2 The internet marketing mix
Merchandise and brand are the references of marketing mix product services which helps to
build up the strategy. Product strategies on marketing research are built as per as the customer
needs. The Strategy of online marketing is divided into two parts they are:
Fundamental features: Product information, availability, and criteria
Additional features: online reviews, video information. Technical assistant as a free service,
warranty on the products are the additional features.
The growth of product and are close to comparing and for that successful online promotion is
required. An organization should look upon the basic things given below:
1. Experience of purchase should be convenient and safe
2. Customer assistant should be online
3. Personalization
4. Requirements and technical issues need online support group
PRICE
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At first, an organization should understand the demand and its price elasticity before coming
to the decision of pricing and for that reason the internet is a place where the price of any
product is transparent.
As any many organization is going for online retailing for that in the competition market, the
price is always facing a downward pressure, and this is creating pressure on conventional
markets or shops.
PLACE
In marketing mix, place is the important path by which a product reaches to the consumer.
Organizations use to plan to reach the consumer at much-minimized cost which becomes
easy for both the consumer and the retailer. In the marketing mix, the place element has been
changed by the internet. There are five division of purchase point sites which are controlled
by sellers, sites which are seller oriented and hosted by the third party and sites which are
consumer seller neutral and also hosted by the third party. Internet has played a major role for
the distributer to change the distributing channels; now it's up to the organization that how
they will supply the goods through direct deliveries to the customer or by intermediaries or
both of this option can be adapted by the organization (Christodoulides, 2009).
PROMOTIONS
The organization should look after the marketing communication for the advertisement and
promotion of the product. The strategies include of promotion elements like customer
contact, direct marketing, sales promotion, public relation and the .
The communication strategy is the most important part of the marketing mix. The Internet is
the process or way to connect the consumer with the product details or features. The internet
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should use strategically by the organization during the time of purchase cycle
(Christodoulides, 2009).
PROCESS
During the time of delivery customers presence is necessary for the experience of the service
like the service delivery and quality product because at the end of the day the consumer is
paying.
PEOPLE
Every company depends up on the people because from the managing director to sales staff
are run by the people. Business needs right people in the right place to run a proper business
PHYSICAL EVIDENCE
When a customer is buying a product and getting the product with the bill is called product
evidence or keeping the product received by both the customer and the service provider.
1.3 Internet marketing tools e-tools that will be used
Matrix is one of the most important parts of internet marketing tools. Matrix is the model
where we can see the strategies of online business with public relation and profit charts. To
increase the revenue, we have to start working with SEO. When we start working with SEO
at that point, we have to be active in social media marketing and e-marketing. This helps to
reach the business to the consumer. This helps the people to find the existence of the business
or the product (Christodoulides, 2009).
Another important part of online tools is the business to consumer. It means any individual
who is buying any product or getting the service from the particular company is call the
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business to consumer. Now a days many businesses are fighting for their presence on the
internet because the online business is providing the direct business to the customer or the
consumer, so the company is outside the online business is facing loss to sell products outside
of the internet. Organization such as amazon.com or eBay has been successful to spread their
business worldwide by online marketing and business, but there are companies such as
Microsoft, Samsung, etc. selling their products via Amazon and other sites and earning or
facing profits from the online business. Some online B2C companies have launched their
mobile apps for more convenient business and easy to reach customers (D.K, 2013).
A strong branding requires in e-retailing. The web site should give regular updates and
information to the consumers and also need see the change of demands among the customers.
Products should have different services and prices from other competitors
1.4 The interactive orders processing will work
Order processing means to get the order data from the employees of the customer service or
directly from the customers. The data are stored in the central database system for sending the
order information to the accounting department and shipping department if the the is
conformed it needs to track the data to inventory for every step it goes.
After delivering the order the most important part is the customer satisfaction because if the
customer is not satisfied with the product or the service, then it will be very tough for the
organization to continue their business among the other competitors. The organization has to
notice that all the deliveries are3 delivered on time and the quality of the product which the
customer is getting. It helps the company to know the customers experience to spread their
business among the consumers.
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Modern online processing is more advanced and technological than another process. Now a
days orders are captured online by order processing software, and automatically the orders
send to the third party to supply the product.
If there is a solid process for the orders, then it becomes profitable both for the consumer and
the business. The business can make a large profit if they place the order in right way to the
right customer.
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Task 2:
2.1 The mechanics of search engine marketing
Search engine marketing refers to the form of internet promotional activity that is presented
and visualized to the internet users frequently. This process involves paid advertising
methods. The mechanics of the search engine marketing includes several methods that come
under the strategic competitive positioning of the company (D.K, 2013). There are organic
searches and paid searching techniques that enhance the importance of search engine
methods. The main body of the internet pages displays the organic search engine results. It is
assumed and expected by the company to secure the most wanted ranking position. The
company can also improve the ranking positions by getting linked with the other sites and
important links. The paid search method helps in enabling the listing of areas that needs
sponsorship. The most common search engine of the paid programs is pay-per-click of PPC
where the company needs to pay only when the viewer clicks and searches on the
advertisement (Dominici, 2009).
The usage of the search engine marketing includes generating new ideas, selling of the
products, building up the brand image and diverting obstructions and jamming in the field of
competition. The revenue difference can be created only by generating a bunch of additional
prospects and serious strategies.
Creating short and long term goals: Creation of objectives for organic and paid search
engine techniques is essentially needed to build up a considerably accepted system and
promotion of marketing objectives (Dominici, 2009).
Generating list of keywords is important: To gain the knowledge of the customers and
their related searched elements, the prospect of the advertising should be in favor the
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consumers and that would attract their attention. Brainstorming activities and techniques help
in such dealings.
Optimization of the website: The website optimization involves rewriting of the contents
that would include the maximum keywords and are rich in vocabulary. Making the sure that
the content is organized is also important that helps to maintain mannerism. It is necessary to
avoid the trafficking of the elements and the sites that search in the through the contents of
the search engines and accessing the technological hikes (Duhan and Singh, 2014).
Registering on the site: The most important and critically essential legal authorization is to
register the site that plays a vital role in the result for the search engines.
Advantages of the SEO
The most important function of the SEO is that it delivers a rapid and continuous flow in the
marketing strategies and deals with the targeted customers. This technique helps the business
to expose and explore the market where the customers are ready to look in for the solutions to
their every problem. The SEO generates the traffic that can be converted into potential
customers and helps in the growth of the business. The most vital advantage is that it creates
a base for the business in the niche marketing techniques (Duhan and Singh, 2014).
Disadvantages of the SEO
It is a time taking the process and may result in a delay in getting the return of investments.
The search engine optimization technique requires a huge investment for competing in the
niche market. This technique restricts the full control over the system, and that might result in
the penalization.
2.2 Opt-in email marketing newsletter
Leslie Mann,
The Managing Director
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Smart Restoration Limited
Subject: Demonstration and importance of opt-in email marketing
Opt-in email marketing permission or advertisement works by permission granted by the
recipient on electronic devices. This technique is a way of eliminating the cons of the online
marketing and e-mail marketing. The most famous mode of communication is e-mail, and
thus, it is also a wide platform for the advertisement field.
To build a strategic and effective advertising field, the contents must be designed keeping in
mind the following parameters.
Building up the correct lists and formats: It is necessary to know the reason that a
customer will follow their advertisement and convert into the potential customer base. Asking
for permission before sending the emails is important and avoids the weight loss of the brand
name preventing conversion in spams.
Addressing to the interest of the audience: To avoid the irrelevancy of the emails, it is
necessary to target and serve the appropriate customers. Surveying the best possible targeted
market boosts and emphasizes the base of marketing.
Adding the value: In a scene that the company gets to the targeted customers and market, it
becomes easy to add value to the customers and strategies. The boost in the customs and
needs of the consumers will enhance the improvisation in the quality and clarity of the
promotion and products (Ferrell and Hartline, 2011).
Frequency: The frequency of sending emails to customers for furniture must not often be
more than twice a month. Excessive push to the customers create a disturbance for them and
results in a tendency to lose importance resulting in ignorance of the consumers.
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2.3 Guidelines for online public relation
Online public relation and the activities related to it refers to the improvisation of the results
of many search engines from the different digital marketing techniques and communication
specially the social media. Search engine optimization, marketing in partnership and viral
marketing also adds to this flavor (Greenawalt, 2005). To plan a complete online public
relation strategy, the following steps need special attention:
1. Identifying the target audience
2. Surveying the knowledge level of the target market
3. Observing their reactions
4. Setting specific objectives for the campaign
5. Selecting the recommended strategies for public relation
6. Nature of persuasive communication
7. Techniques and tactics needed for the better communication procedure
8. Recommendations and knowledge for the change in belief and assumptions
9. Look in for the change of perspectives and behavior
The advantages of OPR
Reaches the maximum bunch of audience: Online processes involve the platform of the
whole world and thus, reaches out to the world-wide market.
Low cost: This technique of advertisement involves less cost and avoid the cost of printing
and other digital media expenses like television advertisement, spots, etc.
The disadvantages of OPR
The engagement of consumers is questionable: The involvement of the viewers is
questionable as it is impossible to judge whether the viewers are getting through all the
content of the advertisements or not. Moreover, it cannot be assumed to what extent the
viewers have been able to understand and interpret the matter.
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Replacing other materials is the temporary option for the online public relation: It is not
possible to focus on a single advertisement and drop out the other important materials and
thus, it is important to focus on the other modes of communication too.
Best practice in OPR
The widely accepted and most relevant techniques of the online public relation strategies
involve:
Online partnerships and affiliation: an Online partnership with the other digital media
enhances the growth of the company and the advertisement techniques. Affiliation here refers
to the sharing of the revenue amongst the online advertisers and publishers.
Interactive display advertising: The more conceptual and integrated an advertisement is
created, the more target customers it attracts. People look for attractive elements, and
interactive sessions help to assess the need of the customers and are more helpful.
Mobile commerce: The use of mobile is common, and the trade through this device is
referred as the mobile commerce. Apart from the internet usage, the trade being conducted
via mobile involves SMS advertisement and voice call processes. Thus, this is also a sector
where the online public relation takes place.
Viral marketing: The marketing that spreads mouth to mouth or virally through the spread
of word from the mouth is called viral marketing.
Using offline techniques to support online media: SMS, voice call processes, unidentified
internet protocol notifications are some of the offline techniques that are used by the public
relation management to spread marketing (Gamble, 2006).
2.4 Use of new digital media communities
The internet is the most widely accepted medium, of communication and considering it to be
a community, the process can be categorized in different groups like chat-rooms, instant
messaging, blogs, portals like Google and Yahoo, social media like Facebook, twitter,
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Instagram, etc. There are certain tactics that need to be followed to create reputation amongst
the media regarding the company that is dealing with the specified product and its marketing
throughout the web world.
Monitoring every matter and events is a responsibility of the public relation department to
provide free monitoring services. The main task here is to get through all the motions that are
being captured by the social media and other digital marketing sites.
Responding to the viewers with thoughtful notions is important rather than acting
defensively. It is a quite natural that when the ill reputation of one’s company is spread
around, the relevant stakeholders are bound to feel bad and thus, it is important to keep in
mind that business, promotion and customer demand must go hand in hand.
Serving the customers and spreading positivity is also important to use this new digital media
communities. It is not possible for the public relation department directly to come in contact
directly with the customers and thus, the ones who are providing the service and interacting
with the viewers must be guided properly (Madupu and Cooley, 2010).
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Task 3:
3.1 Secondary market research
Secondary market research is done for to gain knowledge about the industry and market. The
data or the information is collected by the other person for a purpose. It doesn’t cost anything.
It can be reused. There are two types of data collection are as follows:
INTERNAL SOURCES
 Sales Records
 Activity of marketing
 Information on cost
 Revenue
EXTERNAL SOURCES
 Newspaper
 Magazines
The company was formed in 2006. The president Eric Smart with his wife Laure made their
home in Victoria 18 years ago. The company provides emergency service for restoration. The
company has 3700 of storage in which maximum storage can be accommodate. They can
remove and store all personal or property items which they think to relocate and can be stored
in a different location. All of their staffs are trained for packaging and transportation of the
content of their facility to a suitable place (Touzani and Moussa, 2010).
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During the time of residential and commercial restoration, they follow some proper
guidelines. Three steps are:
1. Emergency
In the situation of emergency the insurance company, agent or the customer itself contact the
company to mitigate the emergency and the company will contact the customer within 30 min
and will start providing the service in an hour. They will send the project manager with the
crew for restoration and provide security for the further damage.
2. The Estimate
This is nothing but to give an estimated cost for the restoration. This will be asked by the
insurance company because they have some certain budget limit.
3. The Repair
At the final stage when the insurance company gives the final approval for the budget of
restoration. During the time of completion of the project, they will provide the certificate of
satisfaction to the customer for 12 months from the day of work for to sign (Touzani and
Moussa, 2010).
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3.2 Online survey to check restrictions on the use of online services by the customers
The survey for checking the restrictions of use of online services by the customers’ needs to
be formed in the form of questionnaire that comes under the primary data collection method.
To formulate the campaigning of the concerned product, the following is the set up:
1. What is your name?
2. Gender:
o Male
o Female
3. What is your age?
o 14-19
o 20-26
o 27-34
o 35-41
o 42 to above
4. What are the better options for shopping?
o Online stores
o Retail stores
o Whole-selling
5. What is your advice regarding the online shopping?
6. What are the problems that you are facing regarding shopping online?
o Transaction issues
o Quality issues
o Delivery issues
o Others
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7. How can online shopping services be improved? Your advice.
8. Are you happy with the services provided by us (Smart Restoration Ltd.)?
o Yes
o No
9. How much are you satisfied with our services and products?
o Strongly satisfied
o Fairly satisfied
o Not satisfied at all
10. What is opinion regarding our products and what will make you opt for online
shopping?
3.3 Electronic customer relationship marketing
Electronic customer relationship management (e-CRM) automates the online marketing
processes with the help technologies like email, chat-rooms, websites, and other channels of
customer that act as the digital marketing community. In the case of the smart restoration
limited, effective electronic customer relationship marketing will be increasing the efficiency,
and that will also improve the interaction procedure with the customers regarding the
business strategies and marketing (Williams, 2011). Customization of the products is also an
important factor that helps the customers to seek for the appropriate things they want in a
specified period.
The benefits of the electronic customer relationship marketing are as follows:
1. Improvisation of the service to the customer and relationships, support.
2. Suitability of the offers that are provided to the customers in accordance to their
behavior.
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3. The increase in the customer satisfaction margin and customer loyalty.
4. The increase in greater efficiency and reduction of costs.
5. Business revenue increases too.
Task 4:
4.1 Internet marketing plan
Online marketing planning is an organized campaigning of the products throughout the
various sites over the targeted online marketing region. This is an alternative way of the
promotional strategies of the products that involve a less than that of the search engine
optimization or the social media promotion and marketing efforts.
Situational analysis of the company is necessary to make an effective e-marketing strategy.
The analysis of the external environment and internal environment are the main strategic
activities. The external environment analysis consists of the factors like threats and customer
analysis, market analysis and competitive analysis; all falls under the external factors of a
company (Williams, 2011). The strengths, weaknesses, opportunities and threats (SWOT) are
the essential elements that a company gets to analyze their internal and external environment
and business condition.
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4.2 Pay per click advertising
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Keeping in mind the growth of
the trafficking marketing policies
in the field of online search
engines, the pay-per-click
technology acts as a benefit for
the revenue collection of the
company and also the depth of
The basic formula structured
for the advertisement of the
products of the concerned
company is:
Pay-per-click= Advertising
cost/ Ads clicked
To measure the revenue
collection of the company, this
basic formula helps in fostering
interest in the marketing
There are two types of pay-
per-click advertising
methods:
FLAT-RATE PPC: In this
module, both the advertiser
and publisher coordinates
and settles on fixed
amounts for the deal.
BID-RATE PPC: Auction is a
part of this event that is set
upon contracts and enables
To run a successful PPC
campaign, the following steps
act essentially:
 Objective determination
 Budget definition
 Listing and finalizing
keywords
 Attention seeking and
attractive presentations

INTERNET MARKETING
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