Mechanics of Search Engine Marketing

This presentation discusses the mechanics of search engine marketing and how it can be used by Smart Restorations Limited to promote their furniture products and services. It emphasizes the importance of using relevant terms, delivering quality information, and developing direct contact with customers. The presentation also covers the use of opt-in email marketing newsletters, guidelines for best practices in online public relations, and the use of digital media communities.

INTERNET MARKETING

TASK 2
2.1 Demonstrate the mechanics of search engine marketing
• Search engine marketing is regarded as a significant tool through which Smart Restorations Limited can provide information to the
customers regarding different furniture products and services.
• However, different types of web browsers are required to be accessed for the purpose of promoting the furniture products at market place.
• This is the method of communicating information with the customers. The mechanism of search engine optimizer is useful in generating
awareness among the customers regarding different products and services.
• With the help of this tool, Smart Restorations Limited can develop the feasibility of the products and at the same time customer base of the
company can be encouraged.
• While searching for company’s relevant information, it is crucial for Smart Restorations Limited to include typical terms so that accurate
results can occur.

Contd..
• All the search engine optimizers uses different algorithms and numbers for the purpose of showcasing the results; however for that customers of Smart
Restorations Limited need to search for relevant words.
• On the contrary, there are various websites that do not produces relevant and authentic content; hence while prioritising the sites, chief consideration should
be given towards the quality of information.
• Alongside, Smart Restorations Limited has to put several efforts in informing the customers about the availability of new furniture products and services.
Similarly, Smart Restorations Limited should also develop direct and frequent contact with the customers so that their needs can be identified suitably. This is
also essential for the purpose of delivering prominent services to the clients.
• Therefore, it can be said that it increases the opportunities of client retention for longer span. While introducing any product, Smart Restorations Limited
must inform the end users so that the products can be promoted to larger extent. This is also useful for including customer preference in company’s products
and services

2.2 Suitable opt-in email marketing newsletter
• Smart Restorations Limited has been using the source of electronic mail through which business
entity advertises its furniture products and services.
• However, in this source, it is essential for the recipient to give consent to receive it.
• This is the most popular form of communication through which Smart Restorations Limited can
communicate with other entities and customers regarding the availability of products and services.
• In the present case, Smart Restorations Limited can use the source of opt- in email marketing for
developing awareness amid the public regarding business’s online presence.

Newsletter for promoting furniture products
Welcome to Smart Restorations Limited
Dear customers,
This is to you inform you that we have active presence on online portals of Smart Restorations Limited where
you can see different furniture products. We would like to inform you that we have several new products such as
rolling dining table, automatic movable chairs and tables and automatic remote controlled beds and tables. While
visiting the website, you can also rate our service level as per your experience. In case of any problem or query,
you can visit us whenever required. We will be glad to assist you.
Kindly, notice that the letter is subjected for business promotion only and it is authorized by the promotional
department.
Thanks
Smart Restorations Limited

2.3 Guidelines for best practices in online public relations
• Smart Restorations Limited needs to emphasize on developing proper
relationships so that sustainability aspects of business entity can be increased.
• Smart Restorations Limited should develop suitable communication with the
clients so as to ascertain the loopholes and areas of improvements.
• At the time of delivering public services, Smart Restorations Limited is ought
to consider the below mentioned things:

Contd..
• Focus on service provision: Smart Restorations Limited must focus on service provision because that
is essential for enhancing customer experience. In online marketing, Smart Restorations Limited
would not be having the opportunity to render direct services to the end users; therefore Smart
Restorations Limited should include necessary provisions in service delivery process.
• Focus on market trends: Smart Restorations Limited is required to focus on changing market trends
so that business can also adopt new measures to make the service more valuable. Smart Restorations
Limited should continuously emphasize on market trends so that competition level can be
ascertained. This is also essential for the purpose of becoming more competitive and successful.

Contd..
• Delivery of numerous benefits to the customers: Smart Restorations Limited should deliver
numerous benefits to the end users along with the services. This is crucial in terms of enhancing
degree of customer satisfaction and customer base.
• Rendering quality and accurate products: There must be delivery of quality associated products
so that customer satisfaction can be enhanced. Smart Restorations Limited should ensure that
customers are getting only those amenities that are being advertised in the service process.

2.4 How business can use digital media communities
• In contemporary scenario, all the business entities have been using different modes of digital media for varied purposes.
• The same source can be adopted by Smart Restorations Limited as that will assist the organization to acquire information
about the market place and preferences of customers.
• In this context, the source of social media can be used which will assist the business to aware customers about different
furniture products. At the same time, it will reduce the operational costs of Smart Restorations Limited.
• Firstly, the business is required to develop its profile on social media and after that furniture products can be promoted
among the end users.
• With the help of social media, Smart Restorations Limited can communicate directly with the customers regarding with
the availability of products and services.

Contd..
• Through social media, Smart Restorations Limited can identify the needs of customers and according to that,
specific services could be delivered to the clients.
• Further, customers can also present their opinion regarding the service delivery procedure. Having customers
review can assist Smart Restorations Limited to make frequent changes in the service delivery procedure.
• However, on the other hand Smart Restorations Limited can also experience negative publicity from the
customers when they post negative comments on the service delivery procedure.
• Thus, it can be said that while using social media sources, Smart Restorations Limited must have to consider
the consequences as well.

Contd..
• Apart from this, Facebook and Twitter can also be used simultaneously for the purpose of promoting the
furniture products of Smart Restorations Limited.
• Moreover, at the time of using sites sharing sites, Smart Restorations Limited needs to involve only
relevant and reliable sources so that business confidentiality aspects can be protected.
• Since, sharing sites involves large number of fake and irrelevant sources; so Smart Restorations Limited
must protect the data appropriately.
• Henceforth, it can be said that at the time of sharing information, Smart Restorations Limited can use
methods like e-books.

REFERENCES
• Dave, C., 2009. E-business and e-commerce management. Pearson.
• David, C. A. and Susan, B., 2002. Internet, interaction and implications for marketing. Marketing Intelligence &
Planning. 20(2). pp.86 – 95.
• Fillis, A., 2010. The art of the entrepreneurial marketer. Journal of Research in Marketing and
Entrepreneurship. 12(2). pp.87 – 107.
• Kiang, M. Y., Raghu, T. S. and Shang, K. H. M., 2000. Marketing on the Internet—who can benefit from an
online marketing approach?. Decision Support Systems. 27(4). pp.383-393.
• Liao, Z. and Cheung, M. T., 2011. Internet-based e-shopping and consumer attitudes: an empirical study.
Information & Management. 38(5). pp. 299-306.

THANK YOU