The Impact of Online Marketing Strategies

This assignment delves into a collection of research papers focusing on the effectiveness of different online marketing strategies. The papers analyze factors influencing consumer response to online advertising, the role of social media marketing in brand building, and the impact of customer relationship management (CRM) systems on customer knowledge creation. Other studies explore the influence of product aesthetics, age demographics on brand awareness, and the effectiveness of online marketing capabilities for international market growth.

University
INTERNET MARKETING
Name:
Lecturer’s name:

Internet marketing
Table of Contents
Introduction:....................................................................................................................................3
Task 1:.............................................................................................................................................3
1.1Components of internet marketing:............................................................................................3
1.2 Evaluation of marketing mix of internet....................................................................................5
1.3 Comparison of the tools of internet marketing..........................................................................6
1.4 Examination of the working of the order processing.................................................................7
Task 2:.............................................................................................................................................7
2.1 Mechanics of the search engine marketing:...............................................................................7
2.2 Newsletter of opt-in email marketing:.......................................................................................9
2.3 Use of new digital media.........................................................................................................10
Task 3:...........................................................................................................................................10
3.1 Secondary research on the market...........................................................................................10
3.2 Survey to understand the barrier to online shopping...............................................................11
3.3 Use of customer relationship marketing for the management and analysis of the interactions
of the customer..............................................................................................................................16
Task 4.............................................................................................................................................16
4.1 Internet marketing plan:...........................................................................................................16
4.2 Advertisement of the pay per click (Refer to Poster):.............................................................17
Conclusion:....................................................................................................................................18
Reference list:................................................................................................................................18
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Introduction:
A successful business can run by the help of internet marketing. Internet marketing is the
powerful tool for branding. For the improvement of the digital marketing, the strategic
implementation of the internet fetches more customers for the business (Liu et al. 2017). In the
internet marketing, the customer will easily connect with the website and they get to know many
information thus it creates the connection between the business owner and the customer In
addition, internet marketing enhances company’s brand identity.
Small furniture selling company, Smart Restorations Limited company are targeting to develop
its business and make more turnover in a period of two years with the help of Medium blue
Search Engine Marketing. The study will concentrate on critically evaluate the different aspects
of the internet marketing and the strategy to incorporate in Smart Restorations Limited. The team
of the company has understood the essentiality of creating brochures as a strategy of yester years.
The company now wants to get a bigger market attraction and for that it will promote the
company through website. The customers will get in touch with the company with the help of
different platforms of internet marketing
Task 1:
1.1Components of internet marketing:
Internet marketing is referred to as online marketing or e-marketing. Internet marketing involves
selling and buying of products using the source of internet. The internet gains success in
connecting the global audience at once (Mathews et al. 2016). Companies now have their own
online channels through which marketing of products and services take place. It involves
marketing process done via e-mail and wireless media. Internet marketing refers to the dynamic
online business where marketing takes place in a fast-phase manner. There are several
components of internet marketing as described below:
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Website design:
Every company needs to have its own website design, created and developed by a
professional, that lets visitors to navigate easily (Mathur and Mathur, 2016). While designing a
website it is important to focus on the home page or the page where every details of the company
are articulated. The online site needs to be optimized on all browsers, so that the site can be
accessed from all sorts of browsers and smart phones. There are a growing number of users who
surf through mobile web.
Blogging:
Blogging is a significant part in attracting visitors, as companies that blog attracts fifty five
percent of more visitors in contrast to the companies that do not blog. Blogging helps the visitors
to subscribe, share and interact through social media. In addition, blogging enhances business
credibility among their customers.
Search engine optimization:
The website, blogs and other linked pages of a company add search engines that help the
unknown visitors to look after what the company is selling and also what the customers wants to
buy. It is Important to ensure that each page of the website of designated company has optimized
for search engines. There are seven ways to optimize a web page for the search engines. It
includes finding of keywords, adding the keywords in the page’s URL, adding the keyword or
keyword phrase in page’s title page, adding keywords in page’s meta tags, ensuring that
keywords being placed in the heading tags, usage of the keywords in the page content finally
allowing the search engines to check how the page is being ranked with its intended keywords.
Email-marketing:
The company needs a quality design of email template that will help attracting the customers,
completing an effective marketing strategy. Email needs to convey useful, essential and relevant
information to the customers on a regular basis.
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Social media presence:
Social Medias such as Twitter, Instagram, Facebook, Linkedin, Youtube and others help in
promoting the marketing of a business. The company can open pages in these social media that
will help in creating a community of own, passing on valuable information to the customers. The
social media helps in connecting people across globe and this is done by posting information,
current status, blogs and updates regularly. Furthermore, helps in the promotion of the company
and its expansion.
Analytics:
Analytics helps in recording the results and trends of the company’s website and ranking.
Measuring of the results of the marketing process through social media plays a crucial role in
online marketing (Copulsky et al. 2016). The analytics include study of the website, blogs, page
ranks, spam reports, social media shares, views and comments of visitors, followers,
connections, growth and engagement etc.
1.2 Evaluation of marketing mix of internet
For successful marketing success Smart Restorations limited, needs to study and implement the
marketing mix of internet that includes 4P’s. The marketing mix includes product, price, place
and promotion (Liu et al. 2017). The 4Ps helps in the understanding of pitfalls and the ways that
leads to success.
Product:
Product is the most essential part of a business. It is the product that determines the fame and
growth of a company. The design, packaging, features, quality needs to be considered of a
product. The product is governed by the wants of the customers. Therefore, the product is
modified and advanced according to the needs of the customers.
Place:
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The geographic location of a business is an important part of marketing strategy. The location
needs to be suitable for both transportation and availability of markets. However, in the case of
online marketing, place becomes secondary. Setting up of a company’s online store is different
from signing up for an existing online store. In order to set one’s online store, the company needs
to be confident about its followers and customers and their perspectives. Setting up of individual
online stores provides more freedom to the company.
Price:
Price determines the amount that customer is willing to pay in order to use or avail the services
or goods the designated company is providing. Discounts, coupons, credit collection, payment
methods, price setting are the important elements affecting a product or service. If the company
is unsure about the pricing strategy, it can rely on a survey of market poll. Pricing should be
determined and allotted in contrast to the similar online marketing groups. First Smart
Restorations Limited needs to survey on the price list of the other online stores and accordingly
fix their own pricing of products. If the price of the company is way higher than other
companies, it discourages customers to buy their products.
Promotion:
Promotion of products includes the delivery of the benefits and utilization of the products to the
customers. Using sales promotion, advertising, direct marketing, social media marketing, and
personal marketing are the ways through the company can promote its product publicity, public
relations, healthy customer relations and advertising are vital factors that keeps a product ahead
of any competition of other companies (Iredale and Heinze, 2016).
Internet marketing is fruitful for a successive business. It helps in practicing effective marketing
ethics generating good behavior and effective promotion attracting millions of customers across
globe. Internet marketing enables dynamic form of productivity with perseverance, patience and
knowledge.
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1.3 Comparison of the tools of internet marketing
In order to strengthen online production and relationships with customers, the company needs to
establish marketing tools to accomplish and increase the revenue. It is important in analyzing as
to which tools be needed for setting up of a business (Lian and Yen, 2014). There are effective
tools for building customer relationships such as vertical response, relationship builder, online
campaign-tracking capabilities, professional email-marketing, cost-effective products,
customizing messages to customers. In order to strengthen the online marketing the company
needs to create effective website, develop online distribution and payment processing, generate
response collection and evaluate customer reviews, online advertising etc. implementation of
tools enables effective growth of business.
1.4 Examination of the working of the order processing
Order processing systems is vital in business processing for ages. Besides the utilization of
technology, order processing creates effective means of tracking and shipping orders of the
customers (Yadav and Singh, 2014). The processing of products ordered by the customers from
various regions implements the use of heavy technologies and shipping equipments. It provides
necessary information to the customers regarding the availability, storage, shipping and cost of
the order processed, so that the customers can track its items ordered on online sites. Order
processing focuses on customer experience, reviews in maximizing company’s profitability.
Advantage:
The advantage of structured processing of order creates a beneficial situation for business
allowing healthy relationship with customers resulting from reliable deliveries and fulfillment of
orders. Business can be accelerated and gain customer trust by not misplacing or misreading any
order.
Disadvantage:
Order processing using high technology is cost effective. Use of heavy technologies will increase
the cost of the company itself. Order processing includes a large number of processing under
software programs that do not rely much on the input of employees. It becomes difficult in
measuring problems in technology-driven systems in contrast to employee-driven issues.
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Task 2:
2.1 Mechanics of the search engine marketing:
SEO comprises of the different criteria related to website analysis, observing client requirements,
keyword research, content writing, website optimization, SEO submission, link building,
reporting and finally get the outcome of the entire process (Iredale and Heinze, 2016). Search
engine marketing or SEM is one of the most effective ways to grow any business in any
competitive market and to reach out to the global market. There are millions of business who are
dealing with millions things including the products selling to service proving, so to grab the
market in a positive way the marketers need to invent the innovative ideas to achieve any goal. It
is important to advertise the business online to get the attention of the customer.
Search engine marketing is the marketing is the marketing process where the business use paid
advertisements that view on the search engine results pages (Polo et al. 2016). The advertisers
bid on the keywords that Google might enter when looking for certain products or services which
give the particular advertisement or nay page to appear on the first page of the Google. If any
page or advertisement comes in the first page of Google then the viewers will definitely view
that page with the context of their specific search result. The pay per click is another main
significant criteria in search engine that comes with variety of formats. The formats includes
some texts based ad are small whereas others such as product listing and product description and
the shopping ads are more effective in terms of visualization (Holliman and Rowley, 2014). The
product based information and the services are the form of advertisements that the customer get
to see in the website along with the important information. It gives a huge opportunity to the
marketers to put the advertisements to their business by using the internet and the medium of
search engine.
Search engine has some strength,
i) Increase traffic:
Search engine has a direct connect to pull a large base of customer and that eventually increase
the traffic. The higher number of clicks leads to an increase in the traffic generation, which helps
the visitors to find the specific website within minimum time. Search engine helps in the creation
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of the relevant keywords and the description of the page, which ensures to get any page with the
help of nay keywords (Rodriguez et al. 2016). Traffic generation help any website to get the
attention of Google and other search engines and the website will lead in the page.
ii) Return on investment:
With the help of the search engine optimization, that provides results against any search are
quantifiable and can be tracked irrespective of the segregation of the website as an e-commerce
site (Huisingh et al. 2016). The search engine agencies have the ability to track all the prospects
of the strategy, which include the ranking of the websites in the search engines or generate more
traffic.
iii) Increase site usability:
Search engine optimization helps in increasing the usability of the site and eventually it will lead
to the easier navigation.
iv) Cost effective:
Search engine is the process where cost is not too high. Cost effectiveness is the way so they get
more traffic.
v) Brand awareness:
With the increased rate the traffic, also view the website repeatedly if they find it interesting then
it will increase the brand awareness (Chitra and Sasikala, 2016). The particular website will get
more attention from the viewer and it will become famous.
2.2 Newsletter of opt-in email marketing:
Social Media Marketing
Smart Restoration Limited is going to launch a campaign where Facebook and what’s app will be
used for the social networking and to connect with the mass. This is the purpose of advertisement.
The company will create a page in the Facebook and this page will contain the information about
the products, launch of new products and the features of the product as well. Eventually it will help
to promote the business through social sites and will get the attention of the customer. The people
who will subscribe to Facebook will get to know all the information because they will get the email
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notification. For more details, please log in to your mail by using password.
If the customers are not subscribed with the Facbook page of the organization then the customers
can subscribe to the newsletter.
2.3 Use of new digital media:
Digital marketing is the combination of the online marketing and technology. Any company can
use the digital marketing media to advertise their products and services by the help of the
internet. Various media channels get use for the different purposes. Instant message option is
there to share anything to the customers within a minimum period (Black and Cap, 2016). The
communication process gets more advanced with the help of the digital media. Any organization
can easily communicate with their customers and get to know the preference of the customer.
The customer gets any information regarding the products and services the business is offering
and they can put any quarry to the customer service desk. Smart Restoration is thinking to
incorporate thing channels to get the proper base of the customer for the future betterment.
Digital media will provide the perfect platform to reach out to the larger base of the customer
and by communication and interactions, the company associates will get to know about the
product specification, new launch of products and price of the products (Eid and Gohary, 2013).
Digital marketing generates an era where everything is possible and the process is not time
consuming.
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Task 3:
3.1 Secondary research on the market
Secondary research includes reports and research studies of governmental agencies, trade
associations etc. Secondary research uses information from external sources like labor unions,
trade associations, media, commerce associations, newspapers, magazines etc (Dhakal et al.
2016).
Public sources:
Public sources are generally free sources and include governmental departments and business
departments. It also involves sources from public libraries.
Commercial sources:
The sources are not free yet valuable that includes research associations, trade associations,
financial institutions and publicly traded corporations.
Educational institutions:
They are overlooked as valuable resources even though valuable researches take place in
colleges, universities, technical institutes etc.
3.2 Survey to understand the barrier to online shopping
A survey has been conducted in identifying the multiple barriers of online shopping. The survey
is conducted through different people of different regions. The research takes place among fifty
people. The questionnaire prepared for the survey is given below:
1. Are you aware of the internet shopping websites?
Yes35
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No15
Table 1: Percentage of online shopping
(Source: Created by self)
Figure 3: Percentage of online shopping
(Source: Created by self)
With the increase in the use of the internet, a larger number of the people were found to be aware
of the internet shopping websites.
2. How far are you satisfied with the quality of the online products?
Strongly satisfied15
Satisfied12
Neutral3
Dissatisfied8
Highly dissatisfied2
Table 2: Level of satisfaction regarding the product quality
(Source: Created by self)
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Figure 4: Level of satisfaction regarding the product quality
(Source: Created by self)
As per the data analysis, it found that maximum numbers of people are satisfied with products of
the company. The satisfaction relies much on the relationship of the customers with the
company. Company’s achievement is driven by the efficient sale of the products.
3. How far are you comfortable with the payment options of internet shopping?
Very comfortable9
Comfortable12
Neutral9
Not comfortable10
Table 3: Comfort regarding the payment options
(Source: Created by self)
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Figure 5: Comfort regarding the payment option
(Source: Created by self)
According to the data analysis, it is found that the number of the people comfortable with the
payment options is higher than the number of people who are not comfortable. This results due
to the reason that the people believe in paying for the products that they have seen and examined
themselves.
4. How far are you satisfied with the relevance of the product with the advertisements?
Strongly satisfied15
Satisfied14
neutral8
Dissatisfied6
Highly dissatisfied7
Table 4: Relevance of products with the advertisements
(Source: Created by self)
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Figure 6: Relevance of products with the advertisements
(Source: Created by self)
Maximum numbers of people are found to be satisfied with the relevance and authentication of
the product as shown in the advertisement.
Interview questions:
What is the response of the consumer regarding the online shopping?
“The people are responding to the online shopping quite well however there are certain areas
where the response is comparatively low”
The manager examined that the customer’s responses are positive as a majority of people do not
have the time for offline shopping and hence prefer online shopping.
What do you think is the reason for the low response?
“It may be due to the reason that the people in these areas have a limited access to the
internet”
The manager analyzes the lack of resources responsible for the negative and low response in the
particular areas. This results as the people do not have proper access to the internet which proves
to be a barrier to the online mode of shopping.
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3.3 Use of customer relationship marketing for the management and
analysis of the interactions of the customer
Customer relationship is significant in business management. Building customer relationship is
important for substantial growth and maintaining long-term customers. Customer relationship is
enhanced through regular interactions with customers that increase customer loyalty
(Khodakarami and Chan, 2014). Proper customer relationship with specific organization can help
in the growth of products, modification and improvisation of certain products. In addition, it is
the customers that the company adheres to. Satisfaction of customer’s needs lead to the
expansion of the business of the specific company.
Task 4
4.1 Internet marketing plan:
Planning is one of the most important criteria to do any kind on business. Strategic planning
helps the organization to get and grab the market in a very positive way. In order to design the
marketing plan, analysis of the present situation, judge the customer preferences is very
significant, because it defines company success (Bilgihan, 2016). In the case of Smart
Restorations Plan, the success of the business largely deepened on the planning and implantation
of the internet marketing. Internet marketing will help the company to get the attention of the
customer and the company will get to know that that the target people of the specific business
are. The strength and the weakness of the business need to identify and with the help of that the
company can get to know about the customers demand and they will deliver the service
according to those criteria. The opportunities of the company, which are open in the market, will
come along with some of the threats to the company.
Analyzing of the Business is very essential to discover what the market and customers need from
the organization and that will lead the company towards growth. For the study of the market, and
to implement the internet marketing in a positive way, the company needs to use SWOT analysis
(Bull et al. 2016). In this way, the company will get to know who the competitors of their
business are and how they can generate more business in the market by using all the strategies
very effectively. The dynamism of the market can fetch the information about the current market
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position within a specific industry. The business plan and the marketing analysis of smart
restoration limited will encompass both the information and target market orientation (Lambert
et al. 2016). Market opportunity by the help of the internet marketing will effectively influence
the company with a proper insight in market segmentation. The company needs to divide the
markets in accordance to the social media platforms, and the company can catch the attention of
the customers.
4.2 Advertisement of the pay per click (Refer to Poster):
Pay per click is the online advertising model where the advertisers can display the ads to the
websites for the presentation of the company products and services. If any customer searches for
the products or any kind of information then they will click on the following ad or the link.
People will search for things online then they can enter relevant quarries into search engines.
Advertisers and the marketers will get charged when the user clicks on their ads is this the
method for “pay per click’’ (McAlister et al. 2016). The keywords play the main role for the paid
search and pay per click can be referred as keyword advertising. Search engine results page
shows the advertisements and the advertiser cannot simply pay more to ensure that their ads
display more prominently than their competitors ads. The ads that present in the pages are
follows an automated process that Google and other search engines will help to create (Khan et
al. 2016). By this, process the search engines use to determine the relevance and validity of
advertisements that appear on the sites.
The basic of the pay per click structure is very simple and the advertising process is easier to
operate. Many advertisers cannot able to pay proper time and effort for the developments to the
Google Ad words, that loose the missing valuable opportunities to grow their websites or
business with the help of PPC.
The advertisements that the company Smart Restorations Plan will do by help of social media
will take an association from the pay per click strategy (Jafari et al. 2016). The Google Ad words
will be the search engine marketing tools that will connect securely to the Google Ad words and
other search engines accounts to have a glance to the data. Based on the data the company will
get to know how many customers visit the website and in which ad they have clicked most and
that, ads will get more priority in page. The company will try to serve the customer satisfaction
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by the providence of the kind of products and services. This data will help Smart Restorations
limited to grow the company more better way and PPC advisor will help the business and the
customer to face the market growth and product satisfaction. The data will help to be
acknowledged about the increase in conversions, maximize return on investment and grow the
business. Pay per click allow the company to operate the keywords including top performance of
the search terms, the navigation keywords that save the money of the organization, ad
performance information and the bid optimization suggestions (Clark et al. 2016).
With the help of the keywords, the company can create logically organized ad groups and it also
needs to identify the negative keywords that are wasting the ad budget. Daily improvements on
the advertisements can improve the copy that will eventually create compelling and relevant
landing pages.
Conclusion:
Internet marketing become more and more significant for any organization and it is a big factor
to run any business globally. The technical and creative aspect of the internet marketing is the
main criteria to become renowned in the global market for success in achieving long-term goals.
With the generation evolution and advancement of technology, the field of marketing is
expanding more with the use of internet. Internet facilitated the running of online stores of
multiple companies. Internet or online marketing is a strategic form of marketing using internet
as the wealth of resources for promotional activities. Modern market and internet market can
reach out to the customers across globe increasing potential market and customers. Internet
marketing provides the existing along with the rising companies in establishing their position
across global market.
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