Marketing Principles and Techniques for E-Marketing: A Case Study of Food Attraction UK

This report discusses the methods used for e-marketing products and services, including search engine optimization, social media channels, and affiliated marketing. It also covers ways through which companies can manage their online image, such as monitoring online conversations, being proactive, responding and interacting in a timely manner, and developing and disseminating positive content continuously. The report includes a case study of Food Attraction UK, a home-based business.

MARKETING PRINCIPLES
AND TECHNIQUES
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Methods used to e-market products and services........................................................................3
Ways through which companies manage their online image......................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
E marketing can be understood as advertising that involves the marketing activities by using
online an electronic device or internet (Aladayleh, Alvarad and Jafaari, 2020). It is
contemporary aspect of marketing that helps in reach out to large number of audience. Following
report will cover the E marketing concept for Food attraction UK based home business.
MAIN BODY
Methods used to e-market products and services
E marketing not only concern with use of internet but it can also be done through wireless
media and E mail. Electronic marketing simply involves the indirect and better marketing
components where direct response is also found. Different methods through which firm can
proceed with to advertise their products and services are as follows:
Search engine optimisation: SEO is considered as art of maximising the appearance of business
web presence in first result of search engine like google. It can be done by using the specific
keywords in website to appear in top results. Food attraction is family based business as for their
growth it can be a good method as it is cost and time convenient, with this they will be able to
increase their visitors. For the product and services, they can begin with implementing keyword
strategy and to show customer reviews over the product for better buying decision process of
consumer.
Social media channels: It is the type of direct communication with consumers where it helps in
providing the better reach to large audience (Sultan, Asif and Asim, 2019). It is one of the
common and popular marketing methods which is used by range of business as it is both time
and cost efficient method. Various social media channels like Instagram, Facebook, twitter and
other tools are more common where firm posts the information about their products and services.
It helps them to attract the range of consumer towards it which results in greater traffic over the
website. Also social media feature which is comment section also enables the consumer to share
their views about products so it will be considered when designing of new product and services.
Affiliated marketing: It refers to advertising model where organisation can compensate to other
third party publisher to develop traffic over the website, in this firm pays other party to promote
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their products and services so that it generates maximum sale. For the food attraction right now
they are small size business, they can proceed with this approach as it will help them to get high
ROI and additionally there is low risk in this process as compared with other process.
E marketing is more efficient as compared with traditional marketing. Where traditional
methods are more complex to measure while by using analytical tool can be beneficial in
measuring the performance of E marketing.
Ways through which companies manage their online image
Organisations now a day’s possible concern with their brand image that is related to their
success factor (Jamaludin, Huridi and Hashim, 2018). Failure in managing brand image can lead
to vulnerable situation that is somehow impossible to overcome it. Companies can manage their
online presence by some ways that discussed below:
Monitor online conversation about business:
For every brand it is prominent to have better control over their perceptions, to stay
strong with every online presence. Articles, blogs, forums and others are major spotlight where
consumer gives their full review over their experience. It has been found that companies have
lost around 22 percent of business when potential customer interact with any negative article
over the first page of their search result. Company like apple is successful because they
continuously manage their web presence, they also make sure that audience will found
informative and higher rated review on first page of their search result.
Be proactive rather than reactive:
Social media is dynamic and more popular any glitch over the brand can go viral in no
time. thus being proactive to accept the mistakes can be helpful and it also helps in protecting
firm’s online image (Bala and Verma, 2018). For an example Dominos company which found
guilty as they have hanged the mops over the pizza dough, it gains rose, where hygiene is major
concern this issue is gone viral in no time. thus it has lead the firm to lost their number of
potential consumer. But to this their response was proactive that helps them to go back to their
original position again.
Respond and interact in timely manner:
Success of every business depends on their range of consumer as to make them fixed or
potential customer, company must have to provide them better consumer experience that can be

done by solving their queries in no time. Firms need to ensure that they are responding to
audience query and providing them solution otherwise they have other options as well.
Responses enables other consumer to see perceptiveness of firm in a certain situation so no
matter what how negative consumer comment is but replying in calmness manner is main aspects
to retain them.
Develop and disseminate positive content continuously:
Brands can proceed to use different channels like blogs, newsletters, social media pages
for distributing positive content (Lee and Ng, 2021). Such content information concern with
brand values, consumer testimonials and influences views. It all helps in attracting consumer
towards it, thus positive content will also make them to make rapid purchase decision of product
and services.
Therefore, it is suggested to Food attraction to use E marketing approach for growth of
their business, it is important for them to continuously monitor performance of their online
business. It will help them to streamline their services and to make products which will meet the
demand of consumer.
CONCLUSION
From the above it is being concluded that E marketing helps the firm to maximise their sales
as well as business productivity. It illustrated the ways through which companies can manage
their online presence.
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REFERENCES
Books and journals
Aladayleh, K., Alvarado, L.E.M. and Jafaari, A., 2020. Innovative marketing approach in project
management: A market orientation perspective. Journal of Innovations in Digital
Marketing. 1(1). pp.8-15.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Jamaludin, A., Huridi, M.M.H. and Hashim, M.R.A., 2018. The Relationship between E-
Marketing Strategy and Competitive Advantage: A Conceptual Framework. International
Journal of Managerial Studies and Research (IJMSR). 6(12). pp.19-25.
Lee, D. and Ng, P.M., 2021. The role of organizational culture, capabilities, and adoption of e‐
marketing on nonprofits' organizational performance. Journal of Philanthropy and
Marketing. 26(2). p.e1688.
Sultan, M.F., Asif, M. and Asim, M., 2019. Perceived impact of E-Marketing Practices (EMP)
by SMEs on Customer Relationships: Moderating Role of Security, Privacy and Weak
Infrastructure. GMJACS. 9(1). pp.12-12.