Impact of Pay-Per-Click Advertising

This assignment delves into the influence of Pay-Per-Click (PPC) advertising on the efficacy of online marketing campaigns. It analyzes research papers and theoretical frameworks that investigate how PPC impacts customer acquisition and overall advertisement performance. The assignment draws upon various sources, including scholarly articles and industry reports, to provide a comprehensive understanding of PPC's role in modern digital marketing strategies.

INTERNET MARKETING

Table of Contents
INTRODUCTION............................................................................................................................3
TASK1.............................................................................................................................................3
1.1Explain the elements of internet marketing............................................................................3
1.2Evaluate the internet marketing mix.......................................................................................4
1.3Comapare internet marketing tool..........................................................................................4
1.4Examine interactive order procedures ...................................................................................5
TASK 2............................................................................................................................................6
2.1Demonstrate the mechanics of search engine marketing ......................................................6
2.2Write the copy for a suitable opt-in- email marketing news letter .......................................6
2.3Follow the guidelines for best practice in online public relation ..........................................7
2.4Demonstrate how business can use new digital media communities ....................................7
TASK 3............................................................................................................................................9
3.1Conduct secondary market research ...................................................................................9
3.1Design an online survey.........................................................................................................9
3.3Demostrate the use of electronic customer relationship marketing .....................................11
TASK 4..........................................................................................................................................12
4.1Produce an outline internet marketing plan .........................................................................12
4.2Create presentation on pay per click advertising..................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES...............................................................................................................................14

INTRODUCTION
Internet marketing can be defined as the promotion of products and services through
application of digital technology. It emphasizes on integration of marketing principles with
developing technology. This in turn helps in promoting products and services via many channels.
The main objective of internet marketing is to increase the online sales and number of customers
in the market. It also emphasizes on increasing profits through capturing consumers’ demand on
internet portals. . In this report, many aspects of digital marketing will be studied in the context
of Amazon. It is the one of the largest chain of the internet-based organization that was founded
in the year 1994. It is headquartered in Seattle, Washington, US. The report will provide
valuable insights in relation to elements of marketing, process of order, etc.
TASK1
1.1Explain the elements of internet marketing
Internet marketing can be defined as the implementation of marketing principals and
techniques through digital media. Many marketing elements are adopted by the Amazon to gain
the online sales. These are described as below:
 E- Dealing- E- dealing is the exchange of the products and service through electronic
portals. It includes list of online services such as electronic funds transfer, online
shopping and Business to business transaction.
 E-Business- E-business refers to a novel concept whereby a business unit is established
on network call world wide web. Further, it helps organizations in customizing products
and services due to direct contact with customers. Electronic marketing- Electronic
marketing is a technique whereby digital technology is used to promote products and
services. It involves promotion through means of display advertising, smart phones and
social media marketing. This in turn increases the customer base of the organization.
Amazon mainly adopts digital technology to reach large mass of population across the
globe.The organization has an integrated online portal where consumers can select and purchase
the products and services. The company promotes goods and services through application of pull
strategy. As a part of pull strategy, the organization strives to directly contact with consumers
through online messages and e- mails. Further, the company tends to directly communicate with
users via social media like Facebook, twitter and other channels. . It is through direct contact

with customers that the Amazon is able to save cost on distribution of products to large mass.
Moreover, the organization is able to build health relationship with customers through online
presence. 1.2Evaluate the internet marketing mix
The internet marketing mix is an important tool which assists in increasing the sales of
organization through online channels. With the help of marketing mix, Amazon is able to plan
its value proposition in an effective manner. The various elements of marketing mix are
described below:
 Product- Amazon focuses on identifying customers’ needs and desires so as to meet
them efficiently. . Henceforth, the company offers wide range of products like electronic
gadgets, apparels and various other items.
 Price- The organization emphasizes on meeting the needs of target audience who
purchases the goods. Therefore, it follows the competitive pricing strategy whereby
products are offered at reasonable prices. . Company also offers variety of discounts to
its consumers. For example if consumer buys the products above 3999 rupees, then the
firm provide pricing vouchers worth 999 rupees for shopping in future. These kind of
promotional techniques has positive impact on customers who are then attracted to new
schemes and pricing offers.
Place- Amazon is conducting its major operations through online presence. It displays the
list of goods and services on its website. Amazon focuses on availability of the products on site
which are just a touch away from customers. Once ordered, Amazon delivers all consignment to
door step of its customers. Promotion- Organization adopts the various range of promotional
strategies to gain recognition across the globe. It promotes the products and services through
print media, television and social media. This in turn aids in attracting consumers’ attention.
Further, firm communicates the message about offers and discounts through e-mails. The
application of effective promotional strategies has a positive impact on sales since it attracts large
number of customers.
1.3Comapare internet marketing tool
The organization uses different types of marketing tool which helps in gaining attention
from consumer across the globe. These tools are described as below:
E-mail marketing- The organization uses this tool. to directly convey messages to the
consumers who are using emails (Strauss, 2016). Henceforth, this aids in improving

relationship between organization and online customers, it positively affects the firm and
increases the number of consumers.
Search engine marketing- Amazon uses this tool for promoting its website through increasing
its visibility search engine result page. It associates the consumer and helps in gaining website
visitors.
Social media marketing – The Company uses this application for advertising their products and
services through Facebook, twitter, you tube etc (Huong and Sargent, 2016). Further, consumers
are attracted towards products and services to increase brand loyalty.
Referral marketing- Referral marketing can be defined as the application of promoting goods
and services to new customer through referral. Amazon focuses on identifying the consumers'
needs and desire so organization can provide new schemes and offers to its users. . In this, it
states that if the users are happy then they can communicate with the other individuals about
promoting website and products. Further, it assists in increasing the brand image and loyalty.
1.4Examine interactive order procedures
Company has to develop online portal for selling the products and services. It focuses on
identifying the target customer’s needs and desire (Roberts and Zahay, 2012). The firm can also
identify the consumer preference in brands. Moreover, the organization can appoint the
individuals and render training or development to its employees for improving their skill set. In
this, the trainers or employees help in making order through website. Further, Amazon uses five
steps to get order ready for online sales. These stages are described as below:
 Firstly, customer can search the goods with the help of toolbar on its website. Then
company present the product categorised like men, women and target customers.
 Second stages are the consumer can select the items and add in shopping cart (Tiago and
Veríssimo, 2014).
 Third stage is consumer can checkout and log in Amazon account.
 Fourth stage includes following the company in order processing, it delivers the product
and pay the amount of goods. Then the customer can enter the delivery address. So the
organization can provide various methods to its consumers so they can pay in credit or
debit card.

 Fifth step is that the consumers are allowed to submit their order.
TASK 2
2.1Demonstrate the mechanics of search engine marketing
Search engine marketing can be defined as a tool of incorporate search engine
optimization which helps in advertising business brands on search engine portals. . Amazon uses
this tool at the time of promoting their website in the market (Hollensen, 2015). Corporate
develops the business model through open text. Organization contacts the Google because they
advertise their product on the search engine. Firm includes the low cost promotional techniques
because it helps in increasing the number of visitors. It is the low promotional techniques. With
the help of search engine marketing, the firm can increase the number of visitors. It also
enhances brand awareness and brand loyalty which will aid consumers to visit the website and
attract towards offer and new schemes.
Here in present scenario, the mechanics of search engine marketing is the program of
spider and robot which acquires the information from the website (Roberts and Zahay, 2012). It
also helps in collecting proper information about the product and others. With the help of
mechanics of search engine marketing, consumer without any search key word can render the
good quality of relevant information. With the help of search engine, they provide fast facility to
its customer therefore they can search the issue and within minute’s link give proper solution.
2.2Write the copy for a suitable opt-in- email marketing news letter
Email marketing can be defined as an application for directly communicating by
conveying message to group of people (Gupta, Miller and Darda, 2016). Organization can use
email to send ads, request firm etc. Email marketing newsletter is described as below:
Dear subscriber
Thank you for subscribing to Amazon’s newsletter. You will be now receiving emails for
discount, offers and new arrivals. We will be pleased to enhance buying experience by providing
you with real-time information on discounts and offers buying experience. In order to render this
email in your inbox, please add it your favourite list. In case of any query please visit our website
http:// www.amazon.in/ and log in for customization. In case you wish to unsubscribe this
service, then type “UNSUBNEWSLETTER” and sent it to 501022.
Regards,

Customer Care
Amazon
2.3Follow the guidelines for best practice in online public relation
Organization focuses on the target customer because they want to maintain online public
relation. Public relation is most important for the firm and market. Amazon maintains the online
customer relation so that they can use various guidelines in the company. These are described as
below:
Offers and new schemes- Company has given some new schemes to their customers
such as price offers, vouchers, etc (Chaffey, Smith and Smith, 2012). It positively impacts the
users because they focuses on new schemes and offers so that they can buy the products.
Common channels-Common channels are more important for maintaining online public
relation. It includes list of channels like Amazon site, web feeds, twitters, blogs, etc. further, the
channels helps the firm to communicate with the customers.
Digital techniques- Organization can improve the online public relation by providing
time to time updates regarding offers and schemes to its consumer through emails and social
media.
Viral marketing- Company include viral marketing campaign which helps in using
offline techniques to, support online media and mobile commerce for interacting with the
consumers.
Online tools- The firm includes promotional activity through TV, social media such as
Facebook, you tube etc. Further, it increases brand loyalty and image (Holliman and Rowley,
2014).
These guidelines help in maintaining the online public relation and communicate through
social media. . It also assists in enhancing the overall productivity and online sales. With the help
of these guidelines, company increases the mass of customers and builds relation with them.
Organization all offers and schemes render to its consumer so increase in market share.
2.4Demonstrate how business can use new digital media communities
In the current era, organization uses different social media such as such as Whatsapp,
youtube, Facebook, etc. With the help of search engine, company promotes its website to
increase the number of visitors. Use of social media makes it possible for the organization to

enhance the sales turnover to create competitive edge of the business. Through this, the
expectations of stakeholders can be met effectively. With the help of E-mail marketing, company
communicates with their consumers by having direct contact with customers sending them
personal messages (Stanley, 2013). For example, Amazon offers 50% off on T-shirt and
electronic item so consumer see the offers and they are attracted towards product and accordingly
take purchase decision. In this, e- mail marketing is the best option to connect with their
consumers. Further, organization also include 24*7 facility to render its customer so that it is best
option for the customer so that they can any time buy the products. Amazon has launched the
online portal such as the app so that consumers can download it on smart phone and see all types
of product. It is easy for the company because the products are available on its app and help in
increasing the sales. Henceforth, customer can easily search any type of products and purchase
within minute and due to this, the apps are time saving for the customer (Kent, 2013). With the
help of digital media, company has increased the number of customers and enhanced the
products sales. Further, the digital media helps the organization in increasing visibility at global
level. Moreover, these communities have assisted in improving business performance and gives
good amount of results.

TASK 3
3.1Conduct secondary market research
Figure 1: Internet usage
(Source: Khraim, 2015)
Secondary market research is helpful for maintaining customer relationship. Amazon uses
various resources like articles and online survey for doing the research. Above graph shows that
number of consumers uses internet in mobile phone or desktop. So, mainly adult consumers are
utilising cyberspace in mobile phone. Number of adults using internet on mobile phones is 51%
which is marginally higher to ones using on desktop that is around 42%. Further, company gets
the idea regarding number of consumers using digital media.
3.1Design an online survey
Online survey is important because the firm measures the success through customers’
feedback. An online survey has been designed as per consumer taste and preference. In this

survey, users can fill the e-form and they give own suggestion and opinion (Nazerzadeh, Saberio
and Vohra, 2013). The organization firstly prepares the question about offers, etc then after
consumer give the ideas and answer. Further, firm can analyze the percentage and ratio as per
consumer answers. So various types of question described as below:
Name........
Age..........
1 How many customer uses Amazon website?
A 10 to 20%
B 30 to 50%
C 60 to 80%
D 80 above
2 How many consumers are satisfied with the product quality?
A 10 to 30 %
B 30 to 50%
C 60 to 80% above
3How many customers are satisfied with the Amazon service?
A 30%
B 50%
C 80 %
4How many customer uses Amazon apps?
A20 to 40%
B 50 to 70%
C 80 to 100%
5 How many user satisfied delivery channel?
A 10 to 40%
B 30 to 70%
C 80 to 90%
6 Do you think employee working at Amazon is well behaved and qualified?
A Yes
B No
7 Do you agree that pricing policy adopted by Amazon offers value?

A Agree
B Strongly agree
C Strongly disagree
D Disagree
8 Do you agree that Amazon store is developed in all city?
A Agree
B Disagree
C Strongly agree
D Strongly disagree
3.3Demostrate the use of electronic customer relationship marketing
Electronic customer relationship marketing can be defined as the marketing application,
which consists of email, data collection, information transfer, website, etc (Becker, 2014). The
organization has to include electronic customer relation marketing because it helps in identifying
the consumer needs and desires which in turn aid to fulfil the consumer wants. With the help of
electronic customer relationship marketing, firm maintains relationship between the user and
business. Not only this, the online technology makes it possible for the corporation to develop
refund policy. For example, if customer does not like the some electronic gadgets and products
then the user can use this policy so that they can refund the product. This policy is more
beneficial to their customers. Further, with the help of search engine, organization uses
promotional activities for promoting products and website. Moreover, E- mail marketing is used
in business whereby contact the customers regarding offers, discount etc. which helps in turn
customers can be retained for longer time span. Electronic customer relationship marketing
facilitates to reduce cost of marketing and improve accuracy (Walker, 2012). Further, it affects
organization so as to increase the profitability. Apart from this, electronic customer relationship
marketing is the key for business to succeed better relation with consumers so that brand image
of organization can be developed. E- CRM is used in referral marketing, where satisfied
consumers spread positive word of mouth for products and services. Moreover, it is also used in
collecting historical data of consumer which helps to communicate with the existing consumer.
Further, business maintains the customer relationship so that they can render better delivery
service to its users and improve the delivery time with other competitors (Corley, Jourdan and

Ingram, 2013). Therefore, these are the points which are used in the firm to maintain electronic
customer relationship marketing.
TASK 4
4.1Produce an outline internet marketing plan
The organization includes online activities at the time of making internet marketing plan
for accomplishing firm objectives. Amazon follows various stages in internet marketing plan and
these are described as below:
 Identify customers- Consumers are crucial part of the organization. Firm has to identify
requirements of customers and fulfil them accordingly.
 Framing objectives- This is the second stage of internet marketing where the company
should aim at providing services round the clock so as to increase the market share. This
would eventually help in attracting more customers.
 Composition of marketing mix- This is the third step of internet marketing planning. It
involves all the 7ps of marketing mix in the company (Perera, Liu and Chen, 2014). 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 etc. It also advertises the
goods and services through social networking websites.
 Action plan- Now this stage requires converting plans and strategies into action. The
company can promote the goods and services in various ways like social media such as
you tube, LinkedIn, Facebook or with the help of distribution channels like delivery men.
 Measuring success- This is the last step of the planning process. Amazon can measure
the success by taking regular feedback and comments from its customers. Moreover, it
also uses online survey method which will assist in measuring the success of the
organization (Halavais, 2013).
4.2Create presentation on pay per click advertising
Enclosed in PPT
CONCLUSION
From the above report, it can be concluded that internet marketing is applied in
organization which renders goods and services via various distribution channels. Company has to
promote website through social media. Further, firm follows internet marketing plan which assist

in fulfilling the marketing objectives. It involves various types of online marketing tools such as
e- mail marketing, social media marketing etc. The organization uses best guidelines in online
public relation which help in maintaining online customer relationship. Organization has also
rendered pricing offers and new schemes to its consumer. Henceforth, customers take benefit of
products and schemes.

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SEO tool, 2016 [ O nline ] Available through <https://www.internetmarketingninjas.com/tools/>[
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