Internet Marketing Strategies and Analysis

This assignment delves into the realm of internet marketing, examining different strategies and their applications. It explores topics such as search engine optimization (SEO), pay-per-action mechanisms, and the influence of customer relationship management (CRM). The analysis draws upon academic research papers and online resources to provide insights into successful internet marketing practices.

Internet Marketing
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1.................................................................................................................................................3
1.2.................................................................................................................................................4
1.3.................................................................................................................................................5
1.4.................................................................................................................................................6
TASK 2............................................................................................................................................6
2.1.................................................................................................................................................6
2.2.................................................................................................................................................7
2.3.................................................................................................................................................8
2.4.................................................................................................................................................8
TASK 3............................................................................................................................................9
3.1.................................................................................................................................................9
3.2...............................................................................................................................................10
3.3...............................................................................................................................................11
TASK 4..........................................................................................................................................12
4.1...............................................................................................................................................12
4.2...............................................................................................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14
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INTRODUCTION
Internet marketing is one of the effective tool of marketing for with attention grabbing the
qualities of company. It includes different marketing tools and digital marketing mix which help
in promoting products and services via various channels. The internet marketing’s main
objective is to increase the online sales and number of customers in the market. In the present
report chosen organization is Amazon which is an electronic commerce company. The present
report covers in elements of internet marketing and company uses internet marketing mix for
promoting products and services in the market. Further, describe the method of interactive order
processing. Apart from this, mechanics of search engine marketing, organization can use best
guidelines for maintaining online public relation. Moreover, firm produces internet marketing
plan for gaining online sales and number of customers.
TASK 1
1.1
Internet marketing can be stated as a function for selling the products and services
through internet (Shih, Chen and Chen, 2013). According to scenario, there are various elements
of internet marketing which are explained as follows-
 Video Marketing- It is the most important element of internet market which can be used
by company to promote its products and services in the video form. In this context,
Amazon can create 2 to 4 minutes short video regarding specific product which will
contain detail information related to its features, price and effectiveness. This created
video will reach to targeted population by using effective mode of communication such
YouTube, Facebook etc (Nabout and Skiera, 2012). It will be helpful for buyers to get
detail information related to products and accordingly they can take quick purchase
decision. In this way, video marketing helps in promoting the products and services
thereby large number of buyers will be attracted.
 E- Dealing- E-dealing take place to sell or purchase products via digital media. This is
used by Amazon for providing effective payment mode to buyers. It includes option like
electronic funds transfer etc.
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 Social media marketing- Social media marketing consists of different channels such as
Facebook, Twitter, Whstaspp and other related (Neslin, 2014). It helps to ensure better
connectivity between company and large number of buyers. By using social media
company can target large mass of people at a time. It is used by Amazon for promoting
the products and services. Further, social media marketing helps to maintain relationship
between an organization and customers. In this way, Amazon can upload the post on
Facebook which aids to attract consumers.
 E- Marketing- This is marketing of services and products via digital tools (Corley II,
Jourdan and Ingram, 2013). It involves display advertising, smart phones, and some other
online channels which assist in selling the products.
1.2
Amazon can use internet marketing mix elements for promotion of its products and
services. These four elements are described as below:
 E- products- Product is item or tangible think which is offered to satisfy needs of
consumers. E- product is intangible it cannot be touch until consumer buy the same and
it is delivered to their home (Perera, Jayawardena and Chen, 2014).In addition to this,
company focuses on availability of the products in online stores, However, products are
displayed in accordance with different categories such as electronic gadget, cloths and
various items so that buyers can easily approach to the desired product or service.
 E- price- E-price is the charges of products and services offered by Amazon via online
stores. Here, company uses different pricing strategies for attracting more and more
buyers (Halavais, 2013). However, corporation focuses to offer huge discount for
creating psychological effect among buyers through which they take quick purchase
decision. Furthermore, Amazon also provides special offers like cash vouchers,
discounts on special festivals or occasions. For instance, Amazon allows the discount of
30% on menswear for increasing sales turnover with attraction of more buyers.
 E- place- Amazon focuses on availability of product and services over the online stores
so that product can be delivered on right time (Wang and Feng, 2012). Company also
updates its websites on time to time for giving important information to targeted
population.
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 E- promotion- It is the crucial part of business for promoting the products and services
in the market by using various tools. For this purpose, advertisement are placed on
different application such as social media, email marketing etc (Nazerzadeh, Saberi and
Vohra, 2013). However, information provided on these mentioned tools are updated on
time to time for better promotion or attraction of buyers.
1.3
, Amazon can adopt different modes of internet tools for promoting the products and
services in the market which helps to gain attention of consumers. These different tools are
explained as follows-
 Inbound marketing- Inbound marketing consists of different tools like blog, video, and
Search Engine Optimization (SEO). Here, Amazon uses these different tool to maintain
good relationship with buyers. For example, videos are uploaded on the site to
communicate the success story of company or to disseminate information related to
discount or other related offers (Chen and et. al., 2011). Similarly, Search Engine
Optimization proves convenience to buyers and accordingly they can search their desired
product on Google.
 Email marketing- E-mail marketing is used by Amazon to communicate with large mass
of buyers. For example, company send messages or mails related to new arrival or special
discount to group of buyers. Further, email marketing helps to maintain customer
relationship.
 Search engine marketing- Amazon uses this tool for promoting its website through
gaining its visibility of over search engine result page (Hidayanto and et. al, 2012). It
associates the consumers and assists in increasing website visitors.
 Referral marketing- Referral marketing is a tool of promoting products or services to
new buyers through referral. In addition to this, it states that if the users are happy then
they can communicate with another persons regarding products and website. Further,
referral marketing help to increase brand image in the market.
1.4
An organization can identify the consumers' needs and preferences in brands. I. Firm can
appoint the employees and render the training about managerial skills and order procedures
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which helps manpower for making the order and deliver products to their customers (Joy and
McMunigal, 2013). In this way, Amazon can follow the five steps in order to accomplish online
sales for their products. These steps are explained below:
Step 1 In first step of order procedures that consumer can require to login their account on
Amazon websites. Amazon toolbar given at the websites product for searching by categorized
such as men, girls or kids wear and electronic gadgets etc. Customer can easily see the detail of
the product which they want to buy (Mills and Law, 2013) .
Step 2- Consumer can select the items and add in shopping cart.
Step-3 Buyers can also make inquiry related to their product. Then customer need to fill the
shipping address where the products wants to deliver.
Step 4- After filing the details customers need to chooses the mode of payments such as payment
can be done by debit card, credit card or cash on delivery and promo code etc. Amazon provide
secure payment option so customer can easily payed through debit card (Opuni, Adu-Gyamfi and
Opoku, 2014). Many of customer not feel secure at the time of providing detail of their bank
account, so company provide them cash on delivery option to their buyers.
Step 5. All these producers are completed then consumer can submit their order.
TASK 2
2.1
Search engine marketing can be stated as a marketing tool whereby company can
promote its website through search engine. This turn in rewrites the website content to achieve
higher ranking in search engine result pages which helps to improve pay per click. In addition to
this, Amazon uses this tool for promoting its website in the market which helps to increase the
the number of visitors. In this way, consumer can search the keywords through search engine by
the providing relevant result which aids to buyers can getting proper information (Ota and Ota,
2011.). According to given scenario, company can contact the Bing, Yahoo, Google as they
promote the high ranking website in fort of visitors which assists to enhance the visibility of
website. In this context, search engine marketing charge fees for promotional activities using by
the Amazon firm can pay the amount of advertising. This turn in Amazon adopt the low cost
promotion activity at the time of adverting its website.
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In order to the mechanics of search engine marketing, it has followed robotic program for
collecting information from the website and page and they provided keywords. In addition to
this, quality assessment is done through the search engine with the provided web pages (Rajan
and Bala, 2013). Through the help of search engine, company can render fast facility to its
customers which they can search any query so that webpages giving the solution with in minutes.
2.2
Opt-in email marketing refers to online marketing tactics, in which, an e-mail can be sent
out in bulk to wide range of recipients at the same time. In this, a mailing or newspaper list is
prepared in the first through which advertisement that company desire to communicate to great
number of customers will be sent out. Such type of newsletters helps Amazon to provide some
specific kind of information about its products or services to large number of consumers (King,
Abrahams and Ragsdale, 2015). It must be noted that there are two types of opt in that are
confirmed as well as unconfirmed opt in. In the first, list software is first confirmed that the
written e-mail is relates to right person. However, in the second type of opt-in, no attempt is
taken to confirm the list of software in order to make assure that it is related to right person. With
reference to the given scenario, one f the possible opt-in newsletter for Amazon is prepared
hereunder:
Dear subscriber
Thank you for your subscription to our monthly newsletter. From today onwards, we will
provide you all the information about our innovative products, prices and attractive discounting
offers also. You can also visit our website, www.amazon.co.in to inquire any query and problem.
You just add the e-mail address in your browser favorite list. In future, whenever you wish to
unsubscribe out newsletter services than you have to just type a message
“UNSUBSCRIBELETTER” and send it to the 512052.
In case of any query, you can send mail to our customer care services and resolve it.
Regards
Amazon
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2.3
Organization focuses on the target customer because they want to maintain online public
relation. In addition to this, public relation is most crucial part of the market and corporation .
Through the various guidelines that Amazon maintain the online customer relation (Shih, Chen
and Chen, 2013). There are various guidelines are explained as follows
 Viral marketing- Amazon can appoint the sales agents and they can spread the word
regarding its products and services in the market . This in turn to buildup strong relation
with the customers and promote the products. .
 Discount offer and schemes- Amazon provide discount schemes and special offer to
their customers. Further, offers help to increase the attention from the customers. It
affects brand image in the market as well as improve online relationship.
 Common channels- Amazon uses different modes of channels for communicate to its
consumers. These channels like Amazon website, webfeet, twitter etc which assist to
company provide the information about the products and services (Nabout and Skiera,
2012).
 Internet tools- The corporation can use this tool for maintaining online public relation.
In this context, Amazon gives the information regarding special offer and discount
schemes through messages, emails to the group of peoples which helps to customers get
proper information and upgrade with market trends. Further, it positively impacts on
online sales and develop strong relation with the customers.
 Online tools-Company use this tool for promoting the products and services in the
market (Neslin, 2014). In this context, firm can include promotional activities of products
through TV, Facebook etc.
All these guidelines are used by the company for maintaining online public relation.
2.4
Using new digital media communities, Amazon can deliver information to the
consumer. There are different digital media communities used by the company are stated below:
 File sharing- It can be stated as a practice of providing the access to digital media. It
includes share the content , document etc thought internet. . Moreover, firm can share the
products image and features related to information through file sharing site so which
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helps to consumer get proper information. In addition to this, an organization can use
google drop box, office 365 which is most suitable for sharing files. In order to promote
their products and services for influencing the customer to buy it (Corley II, Jourdan and
Ingram, 2013). Further, firm can use these techniques for protecting important data and
manage their online reputation in the market.
 Social media- Company uses social media for sharing information to the consumers. it
includes Facebook, twitter etc,so that firm can use this way for communicate with the
customer. Through social media, organization can render the discount offers and
vouchers to buyers, which helps to buyers can attracts towards the offers and influence to
buy it. Apart from this, Amazon can available 24*7 so buyers can easily approach the
website and purchase the products.
With the help of digital media, an organization has increased the mass of customers and
increase the products sales. Further, expand their product categories and increase overall
productivity (Perera, Jayawardena. and Chen, 2014). In addition to this, these communities are
assisted in improving performance of the business.
TASK 3
3.1
Amazon can conduct secondary market research when various information available for
the product in the market. In this context, an organization get the alternative ways of solution
related to the issues and without investing money or time (Halavais, 2013). The main reason of
conducting a secondary research is to find the competitor movement and market share in the
market. Amazon can conduct secondary market research in following ways these are stated
below:
 Defined goal- Under this, An organization can determine the goal for conducting
secondary research. In this way, the goal to know the information about a target market.
Then amazon can require to collect different variables so that information collect to
target market (Wang and Feng, 2012).
 Categorize- At the time of conducting secondary market research, firm can collect the
small amount of data there after firm can categories. In addition to this, if company can
collect the large amount data, it creates problem in handling data (Nazerzadeh, Saberi and
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Vohra, 2013.). Further, Amazon find out new market then it should be divided on the
basis of geography, then demography then finally it should be categorized data.
 Organize- After categorizing data, company required to organize it in appropriate
manner. In this context, Amazon can collect the small amount of data then it should be
organized and making proper decision. .
 Find out reliability- It is final stage of secondary market research. In this context,
sometimes company can collect the wrongful information and large amount. In this way,
Amazon can require the check the reliability of data. For instance; at the time of finding
the competitors presence, then amazon confirm the reliability through the relation with
competitor employee (Borza and Borza, 2014). Further, it will assist in confirming the
reliability of the secondary market research data.
3.2
Online research survey can be created in order to assess the consumer satisfactions
towards the products and value are offered by the Amazon. Through the online survey, company
get the idea for brand image in the market. It is conduct by the organization so that consumer can
fill in the survey and provide the own view and feedback about products and services (Chen and
et. al., 2011). The sample questionnaire through which online survey is conducted are as follow:
Personal information
Name...
Age.....
Gender..
Occupation...
1. Do you prefer Amazon products?
 Yes
 No
2. Price range of Amazon product is appropriates?
 Yes
 No
3. Do you satisfy Amazon services?
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 Yes
 No
4. Do you use Amazon application on smart phone?
 Yes
 No
5. Amazon is deliver it product on time (Hidayanto and et. al., 2012) ?
 Yes
 No
6. Do you think employee working at Amazon is well behaved and qualified ?
 Yes
 No
7. Do you agree that pricing policy adopted by Amazon offers value?
 Agree
 Disagree
 Strongly disagree
 Strongly agree
3.3
Electronic customer relationship marketing can be stated as function of marketing , which
consists of email, data collection, information transfer, website, etc. There is great use of
Electronic customer relationship marketing at amazon (Joy and McMunigal, 2013). The
company provide all products and services through online. Amazon maintain a good relation is
important for the success of their business. Now a day's new technologies are developed which
make easy for company can communicate with their customers. Further, relation with buyers
become easier through electronic means. Through smart phone or email customer can easily
registers any complaints regarding the products. Moreover, an organization provide the
customer care service to their buyers (Mills and Law, 2013). If consumer have any problem
related to product feature so that they can ask them and solve the issues, which help to buildup
strong relation with the customer. In this way, Apart from this, online technology make it
possible for corporation to develop the refund policy. For example, if customer does not like the
some electronic gadgets and products so customer can use this policy for return product on its
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website. In addition to this, an organization can also maintain a database of their regular
customers and suppliers, so that in future contacting and informing them regarding new products
will be easier (Opuni, Adu-Gyamfi and Opoku, 2014). Company can take the feedback about
products and services to the consumer and improvement made according to requirements of
buyers.
TASK 4
4.1
It is crucial for Amazon to develop internet marketing plan for grabbing the attention of
costumers and influence them for buying the product. Internet marketing plan for laptop of
Amazon electronic products. These stages are explained below:
Define target audience- Customers are important part of business as well as internet marketing
(Rajan and Bala, 2013). Amazon has to identify the target customers who buy the laptop and
firm can take the feedback about the products and improvement made according to requirements
of customers.
Framing objective- This is second stage of internet marketing where the firm should aim at
providing Laptop and services round the time to time so as to increase the market share in online
sector. Further, Amazon provide better services to their customers. This would eventually help in
attracting more customers (Internet marketing, 2016).
Composition of marketing mix- It involves all the 7ps of marketing mix for promoting the
products and services in the market. This assist in delivering products and services in a much
better way as now its market is focused on target customers such as men, women, teenager who
buy the product. Amazon adopt the competitive strategy because consumer want to buy the
product at the reasonable price. Moreover, it also advertise the goods and services through social
networking websites (SEO tool, 2016). Further, Amazon provides the offer like consumer buy
the laptop get mouse free with the electronic gadgets which helps to buyers can attracts towards
the offers.
Action plan- Amazon can promote the goods and services in various ways like social media
such as you tube, LinkedIn, Facebook. Therefore, company can appoint the employees for
delivery the products to the consumer.
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Measuring success- Amazon can measure the success by tanking regular feedback about the
product and services and comments from its buyers. Then, firm made the improvements by
requirement of consumer (Ota and Ota, 2011). Moreover, it also uses in online survey method
which will assist in measuring the success of the organization.
4.2
In ppt
CONCLUSION
Summing up whole report, it can be concluded that various elements of internet
marketing which helps to promote the products and services in the market. It also provide many
advantage to the amazon to build the brand image. Through marketing mix elements it can create
a large base in global market and capture shares. Digital media is helpful in sharing the photos
and videos of products and its features on Facebook and yahoo. Further, company can conduct
secondary market research which helps to measure the product image in the market. Amazon
provide the online survey to the customers so that accordingly buyers feedback which will assist
to evaluate the success. It includes pay per click and internet market plan for achieving aim and
objectives.
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Internet marketing, 2016 [ Online] Available through <http://www.copyblogger.com/imfsp/>
[ Accessed on 22th September ,2016]
SEO tool, 2016 [ Online ] Available through
<https://www.internetmarketingninjas.com/tools/>[ Accessed on 22th September,2016]
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