Internet Marketing: Components, Tools, and Strategies

This document provides a comprehensive guide on internet marketing, covering topics such as the components of online marketing, internet marketing mix, internet marketing tools vs. e-tools, and the order processing system. It also includes guidelines for best practices in public relations and the mechanics of search engine marketing.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Components of online marketing...........................................................................................4
1.2 Internet marketing mix...........................................................................................................5
1.3 Internet marketing tools vs. e-tools........................................................................................6
1.4 Order processing system........................................................................................................7
TASK 2............................................................................................................................................8
2.1 Mechanics of search engine marketing..................................................................................8
2.2 Suitable Opt in mail marketing news letter...........................................................................9
2.3 Guidelines for best practices in public relations..................................................................10
2.4 Methods through which business can use digital media communities................................11
TASK 3..........................................................................................................................................11
3.1 Secondary market research..................................................................................................11
3.2 Online survey.......................................................................................................................12
3.3 Use of Electronic Customer Relationship Marketing (ECRM)...........................................14
Task 4.............................................................................................................................................14
4.1 Internet marketing plan........................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................15

INTRODUCTION
Internet marketing is a concept of transaction and advertisement of products through
online medium. It is a method of raising interest and creating awareness of customers towards
products by using social networking sites. The present report is based on case study of Smart
Restorations Limited. According to the given case study, company decided to be the partner
with firm Blue Search Engine to increase its sales figure. Therefore, elements and marketing mix
of internet marketing can be determined here. In addition to this, , comparison of online
marketing tools with e-Tools are to be comprised. . Moreover, techniques of search engine
marketing and guidelines for establishing good public relation can be understand through this
study. However, online secondary market research of industry and significance of electronic
customer relationship marketing can be assessed as well.
TASK 1
1.1 Components of online marketing
Internet marketing is composed of various factors that present the market value of Smart
Restorations Limited product services. For example; value messaging, content types, marketing
automations Therefore, elements of internet marketing can be described as follows:-
Value messaging: - It is basis of online marketing on which digitization is built. Under
this element, buyers' needs and product value is introduced (Ota and Ota, 2011). Thus, content of
organization is created on behalf of value messaging.
Content types: - Digital marketing plan is prepared on the basis of content. It includes
blog posts, case studies and electronic books along with webinars tools. In this, blog post is a
useful term for business to business (B2B) companies. Through this content, update and
maintenance remains easy to implement SEO strategy. Moreover, eBook is helpful for studying
specific subject in detail (Chen, and et. al., 2011). Hence, knowledge regarding any topic can be
acquired by reading eBooks. In addition to this, webinars help any business organization to
establish a healthy relationship with buyers in effective manner.
Marketing automation: - It is considered as a useful tool to manage campaign as well
creating emails and pages for tracking website visitors. In accordance to this, marketing of
products in electronic medium is presented effectively.

Social media strategy: - It is one of the best tools for online marketing. Now-a-days,
various companies use this strategy for digital marketing to attract people at a large scale. It
involves research and presentation of entity with product value through social networking sites.
For example: Facebook, Twitter, etc. However, it is valuable for determining content. Therefore,
this tool is useful to pull a large number of customers towards firm for online marketing of
products.
Google analytics: - This content is useful for digital marketing plan. Through Google
analytics, visitors spend time on internet also visits pages to search and getting information
related to content and its strategy. In this form, marketing plans and visiting various pages are
obtained to get knowledge in depth.
1.2 Internet marketing mix
Digital marketing mix is the composition of overall product determination. It includes
study and determining marketing tools of goods and services for online marketing activities of
Smart Restorations Limited products. Therefore, internet marketing mix can be expressed as:-
Product and branding: - Under this element, knowledge about goods and services as
quality of products is determined. It includes characteristics of goods and services through
online research marketing. In this regard, electronic marketing related to product involves banner
advertisement, social bookmarking and article marketing tools (Opuni Adu-Gyamfi and Opoku,
2014.). However, marketing essential is a product for digital marketing that provides information
related to online customer assistant, support groups for technical and other market demand for
product manufacturing, producing and distributing by analyzing proper requirement of
customers. Moreover, internet plays an effective role in gathering data related to buyers'
perception through online focus group. Therefore, proper idea is generated for the demand and
supplement of goods and services to develop digital branding.
Online channels: - It includes path through which products can be delivered effectively.
Marketing mix as place in online transaction of goods and services is related to seller neutral,
purchaser controlled sites including buying controlled sites. Therefore, organization determines
place to reach at customers for effective production and distribution of goods and services.
Under online marketing mix, social networking sites present availability and distribution system
for transaction of resources. However, entities develop websites which determine specific
requirements of different countries. It influences the delivery of goods of consumers through

systematic techniques to meet customer satisfaction. Moreover, it is able to determine cultural
differences of various countries on the behalf of which decisions can be made for further
business activities. Thus, effective link is created in between organization and customers for
digital marketing.
Price: - Online marketing mix as price focuses on credit collection, discounting and
various elements that affect buying and selling of products. For availability and delivery of
goods and services, organization determines the costs regarding different methods like demand
based pricing, competition based pricing and factors which put a huge impact on entity's
effectiveness.. In this, analyzing market research and competitive strategy affects the pricing of
products. However, manager of company changes price of goods according to product value and
fixes cost as per the economic condition as well as market demand.
Promotion: - In electronic marketing, promotion of product is done through social
networking sites, email and online chat to attract customers for company's goods. . It is related
to public relation and social media marketing to make the society aware for purchasing goods
through online channels (Joy and McMunigal, 2013). However, it is a term related to describe
business and website for digital advertisement. Regarding this, organization develops website
and electronic tools for transaction of resources. It is considered as an essential tool in online
marketing for getting honest feedback of buyers related to product’s value by analyzing their
comments on social networking sites. However, on Google search engines, advertisement of
goods and services can be determined to pull the consumers at a large scale.
1.3 Internet marketing tools vs. e-tools
Digital marketing tools include Google alerts, Internet Deck, Facebook Page insights and
Facebook audience insights that present investment and product’s quality. It remains valuable for
electronic marketing strategy to implement action plans for attracting customers towards social
media marketing. While, on the other hand, e-tools represent techniques and equipment by which
transaction of resources is done in through electronic medium (Halavais, 2013.). It includes tools
such as company website, online distribution of resources and electronic advertisement for the
promotion of goods and services produced by organization. Therefore, comparison between
internet marketing and e-tools can be understood as below:-
E-tools are used by digital marketing in which production and distribution of resources is
done by delivering and supplementing products through electronic medium. However, internet

marketing is an activity in which marketing essentials regarding tools and techniques are
created. Through digital marketing, product essentials and advertisements are created by using
etools for example; company website, Facebook and Twitter. These tools are able to produce and
supply products by twitting and focusing to connect people together. Therefore, online marketing
uses etools for marketing strategies. It is useful for building relationship among people for
contact from database. In addition to this, professional e-mail marketing is liable for transacting
goods and services able to save time and prepares newsletter which is able to collect information
regarding market position of products.
Hence, the difference between online marketing tools and etools is considered that digital
marketing takes advantage of these tools for marketing of products. Moreover, it presents online
tracking capability of organization to face competition and sustain its market position. It is useful
for implementing action plans through cost effectiveness (Shih, Chen and Chen, 2013). Thus,
online marketing is an activity related to transaction of resources including promotion and
analyzing market research. While etools are determinants who plays role in internet marketing.
Professional e-mail marketing template permits to store pictures for further business activities to
promote goods and services.
However, etools are valuable for understanding customer search behavior like their views
and opinions. It generates idea for digital marketing technique as well provides information
related to marketing strategy. In addition to this, competitor site bench-marking determines idea
for size and quality for social media sites as well sets target marketing for further business
activities. According to this, proper effectiveness of organization is determined through etools
which affects online marketing essentials. Social media marketing including communication,
advertisement and public relation is determined through etools that affects online marketing tools
to recognize market position of goods and services. Apart from this, comparison between
internet marketing tools and etools is analyzed to present performance of goods and services in
online market for product qualities and determinants.
1.4 Order processing system
In this system, online marketing acts for taking orders and providing services to
customers to fulfill their requirements. Therefore, information related to order taking from
market and understanding their requirements are done through consumer views as order.
Therefore, different steps related to order processing can be determined as follows:-

Order taking form:- It is an activity of analyzing customer requirements and taking order
through online medium including social media sites (Zhong, Luo and Xiao, 2011). In this way,
organization takes order including customers' service quality demand related to quality, color,
size and volume. There are different products presented digital marketing sites by which
customer chooses their product quality and takes order for fulfilling their demand.
Sorting:- After taking order, organization sorts products according to destinations. It
aims to provide products in right time at right place. Therefore, segmentation of goods on behalf
of services are determined through sorting process. In this process, product deliver of entity
delivers goods to consumer at right destination. It is related to marketing mix essential as place
or online channel. Through this medium, production and supplement of products to needed
consumer is implemented.
Packaging and labeling:- In this process, sorted products are packed with attractive
labels. Through this system, packing and labeling of required goods is done to reaching out
order through delivery. Thus, ordered goods are packed to send at destination effectively.
Further, packed items to prepared to be delivered in effective time.
Send and get confirmation related to ordered product:- Under this process, deliver of
the firm send packed goods to customer (Tiago and Tiago, 2012). Further, receiving the goods,
organization asks confirmation regarding product that is it matched to standard and expected
quality etc. Thus, under this system, inquiry about order is taken from email, phone contact and
overall by taking advantage of information technology tools.
Getting feedback regarding order system:- After receiving product by customers,
organization gets feedback from buyers to analyze quality services of goods and entity's
transaction process. In this system, entity contacts with consumer through phone, email and
social networking sites. These etools which remains helpful for comparing actual and standard
order quality services. It leads to take decisions for further business activities.
TASK 2
2.1 Mechanics of search engine marketing
In the present scenario, search engine marketing has become very important in terms of
finding out information. Along with this, search engine marketing also result in lowering down
the website which is linked with the website. Firms are able to enhance their volume of sales and

profits with the help effective search engine marketing. The tools and techniques of search
engine marketing which are mentioned below as:
Developing a proper site map
Creating of Meta description
Optimizing the website of company
One of the most effective uses of keywords
Making use of the rich heading
It can be asserted that the use of search engine marketing can help the selected business
enterprise to enhance its volume of sales and profits in long run (Borza and Borza, 2014.). The
effective use of search engine marketing will results in providing the selected business enterprise
with an opportunity to make its website more visible in front of customers and over different
search engines such as Google and Yahoo.
2.2 Suitable Opt in mail marketing news letter.
Over the past few years, opt-in email has become a very common term among people and it is
generally developed in situations where a person has already signed up in the website.
When people click particular ads is clicked the data generated directly gets generated with
the company. Mass emails are forwarded to by businesses to other people in order to create
more and more awareness among them. The copy of suitable opt in email is provided below
as:
Smart restoration.com
Hi,
Smart restoration limited this weekend is providing discounting offer on various its products and
customer. Buy the product and become first customer for enjoying this exciting offer and win
prize.
For buying furniture visit to our company website and buy the product of your choice at
reasonable price. On your first order free home delivery services is provided to you and no
hidden cost is charged.
So please hurry and don’t let this offer to go from your hand.
www.smartrestoration.co.uk

2.3 Guidelines for best practices in public relations
Smart Restorations Limited sets target to establish good relationship with customers who
orders and receives products through online marinating. In this process, search engine marketing
and company's effective profile is built to perform efficiency in online platform of transacting
goods systematically. Online public relation (OPR) is done through contacting with people via
email, social networking sites, file transferring and different systems regarding digital marketing.
Moreover, it involves communication activity, relationship building, branding and analyzing
message quality to measure performance of electronic marketing in tgransaction an d
advertisement of goods.
As per the given case study, organization should follow following guidelines to gain
creativity in public relations for effectiveness and increasing in demand for company's goods:- Effective and clear communication related to order quality:- It is useful for increasing
communication skills and establishing good relationship with costumers. In this regard,
proper idea is obtained related to order services and recognizing market position of
products (Epstein, 2007). Therefore, it is required for Smart Restorations Limited to
makes plan for increasing quality of exchanging ideas and opinions. It is valuable tool to
implement action plans for effectiveness of organization.
Adopting essential advertising tools for attracting customers:- It is necessary for Smart
Restorations Limited to adopt essential tools and techniques for promoting products. It will be
helpful for effective pull strategy of digital marketing. It is effective guideline for implementing
action plans. Including this, advertising tools are useful to attract consumers at high level.
Therefore, effective developing product value and implementing action plans are needed for
entity's efficiency.
Create link between online tools of organization:- Creating connection between
electronic tools for online marketing is valuable for increasing in productivity and profitability of
Smart Restorations Limited. Thus, it is required for entity to maintain good reputation of

industry. Moreover, it will be useful for effective public relation (Perera, Jayawardena and Chen,
2014). Thus, this process is effective for increasing in efficiency of organizational functions.
2.4 Methods through which business can use digital media communities
Smart Restorations Limited activate online marketing for increasing in sales figures of
the organization in further two years. Therefore, it applies various tools and technologies to
aware society and community effectively. It includes following methodologies for systematic
electronic marketing can understood as:-
Promote name and functions of organization:- Smart Restorations Limited advertises
name and product qualities of organization to increase efficiency of services. It includes brnad
development and customer relationship through creating contact with them to expand business at
high level (Zhong, Luo and Xiao, 2011).. In this regard, entity develops interest of consumers
towards effective services.
Targeted ads with real time results:- It includes targeted ads to attract consumers at
large scale for efficiency and qualitative services of Smart Restorations Limited. Therefore,
digital marketing tools for implementing product value in market is valuable to pull customers at
hig level. In this regard, entity sets target to satisfy consumers for long term sustainability of
entity (Zhong, Luo and Xiao, 2011). Thus, marketing essentials includes price, place and
promotion plays effective role in implementing action plans for effectiveness of organization.
Increase website traffic and search ranking:- Smart Restorations Limited increases
website traffic and search ranking for increasing in demand for organization's products. IT
enhances website traffic and search ranking for varieties of search engines and social networking
sites (Neslin, 2014). In this regard, industry increases value of goods as well advertises different
strategies for implementing different tools.
Determining competitors' digital marketing:- Smart Restorations Limited uses technique
as determining comparing its and product qualities to other comparing companies. In accordance
to this, organization evalutes product value and further makes plan for increasing in productivity
and sales figures for entity's effective performance.
TASK 3
3.1 Secondary market research
Secondary market research is conducted for collecting information related to taste and
preferences of consumer. secondary market information it that information which is already

published and available on books and journals and internet (Shih, Chen and Chen, 2013).. The
main purpose of Smart restoration limited for this secondary research is to identify the behavior
of consumer regarding the purchase of furniture of its company. along with this secondary
research also help in making strong relationship with consumer and gain success in competitive
market.
Smart restoration limited can conduct the secondary research by following ways:
 Define goal: It is important stage at which Smart Restoration limited need to determine
the goal for conducting research. Without any purpose research cannot be conducted by
organization (Perera, Jayawardena and Chen, 2014). Therefore, Smart restoration limited
goal is identify the factor which are stopping the customer from buying products and
services online.
 Categorize; At the time when information is collected it is necessary for the Smart
restoration company to categorize it . Collecting large amount of information unable firm
to handle it, Smart restoration limited can divide the market on basis of geographical
segment.
 Organize: After collecting and categorizing all the data it is necessary for the firm to
organize it in systematic manner because it help in taking decision properly without
making any confusion.
 Find out reliability; it is not necessary that all market research is correct or true. It may be
possible that sometime wrong information is collected (Nazerzadeh, Saberi and Vohra,
2013). Hence, it is important for organization to check the reliability of information.
3.2 Online survey
Smart, restoration limited need to carry out market survey, so that it can identify factor
which are becoming barrier for consumer from buying online products and services. Company
carry out online survey for taking view from respondent and it also help in measuring interest
level of consumer toward the product of their firm.
Questionnaire
Name
Age
 18 -30

 31-42
 43 and above
Gender
 Male
 Female
Occupation
 Self employed
 Businessman
 Student
Do you feel comfortable at the time of purchasing from Smart restoration Websites?
 Yes
 No
Do you think Price of Smart restoration limited product and services is reasonable?
 Yes
 No
Are you satisfied with update of all new products shown on available website of restoration
company?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
Which factor become barrier from buying product and services online?
 Server problem
 Payment option
 Price variation
From where do you like to buy product regularly?
 Online websites
 Retail shop
 Other
Are you satisfied with information available on Smart restoration websites?

 Highly satisfied
 Satisfied
 Neutral
 Highly dissatisfied
 Dissatisfied
3.3 Use of Electronic Customer Relationship Marketing (ECRM)
In the modern era, customer relationship management has become very important for the
growth and success of a company. In simpler terms, it can be defined as the process in which
companies use different tools and techniques of marketing in order to develop long term
relationship with customers. The use of electronic customer relationship management is
mentioned below as:
 The use of ECRM practices results in understanding the ye issues and challenges which
has been faced by customers at the time of using products and services (Corley II,
Jourdan and Ingram, 2013).. Furthermore, on the basis of information collected, changes
can be carried out within services and products offered.
 The use of ECRM can results in carrying out smooth flow of all operations and activities
in situations when the company is operating in different international markets.
 The practices of ECRM will also assists in developing long term relationship with
customers, and enhance their loyalty in long run.
TASK 4
4.1 Internet marketing plan
Smart restoration company need to develop internet marketing plan so that it can attract more
customer toward its product and services. There are some internet marketing plan step which are
as follows;

 Analyzing the marketing condition: Smart restoration company can conduct market
research for analyzing the market condition such as customer perception. It is necessary
to identify market research so that it can develop suitable plan.
 Product designing: It is important for the organization to design the product in such a
manner so that it can grab customer attention. Along with this it need to make product
according to the customer taste and preferences. It needs and demand of customer can be
identified through survey.
 Methods for promotion: There are different method for which are available for
promoting the products. Smart restoration company can advertise its product online on
social networking sites, so that more and more customer came to know company product
and services. There are many people who are using facebook and twitter so company can
share product information of facebook.
 Targeting the customer: Smart restoration company can need to target the customer
who want to buy its product and services. It can target the customer who are comfortable
for buying the product from online website of the organization. along with this it can
target on the basis of age and income of people.
CONCLUSION
From the above report it can be concluded that there are different elements of internet
marketing which are useful for the organization for creating awareness and for selling product to
consumer. Some of the internet marketing mix element such as E product, e promotion etc are
help in increasing the sale of organization. company need to collected secondary market
information so that it can easily identifying the consumer perception and current trend. Further, it
also help in measuring the competitor strength and weakness further it can be concluded that
there are online survey can be conducted so that consumer views and ideas related to online
shopping can known by organization. E newsletter help in sending information related to product
and services to it subscribed customer .