Internet Marketing: A Literature Review
Added on 2020-02-05
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UNIT 30JOHN LEWIS
TABLE OF CONTENTSIntroduction..........................................................................................................................................3Task:1....................................................................................................................................................31.1................................................................................................................................................31.2................................................................................................................................................31.3 ..............................................................................................................................................41.4................................................................................................................................................52.1................................................................................................................................................62.2................................................................................................................................................62.3................................................................................................................................................72.4................................................................................................................................................73.1................................................................................................................................................83.2................................................................................................................................................83.3................................................................................................................................................9Task:2..................................................................................................................................................104.1..............................................................................................................................................104.2..............................................................................................................................................10Conclusions.........................................................................................................................................11References..........................................................................................................................................12
INTRODUCTIONMarketing is a very much broader concept which is spread globally. As the term is broader itcomprises of many elements and one of its most important factor is “Internet marketing/Onlinemarketing”. Online marketing is the process of promoting the products and services with the help ofthe most updated tools and mechanisms on the internet. Internet is a window to the outside world.The concept of online marketing is the most upgraded and fastest means or channel of marketing.John Lewis is a leading brand and a chain of departmental stores throughout Great Britain andwhich is headquartered in London. The below carried analysis comprises the elements and mix ofonline marketing, the mechanics of internet marketing and uses of digital media to a business forthe above mentioned organization.TASK:11.1Online marketing is also known as digital marketing. After the introduction of internet as ameans of promotion the concept of selling and buying the products and services has changed(Baiely, 2011). Now the consumers prefer internet a way better option for shopping, So the JohnLewis group should focus on developing methodologies and strategies for E-marketing in order toretain the existing customers and regaining the new ones. The major elements which contribute inthe success of an e-commerce of the organization are explained below:Micro ElementsCustomer is the most dominating factor of micro environment and all the strategies andplans of an organization depends totally on the needs and wants of the consumers (Wong, Chan andLeung, 2005). Slight changes in his tastes and preferences will make the marketing team to makechanges in the plans and strategies.Competitorsare considered to be the most common barrier in the grounds of competitionand this factor can easily influence the marketing decisions of the organization. For instance JohnLewis competitors has launched a new range of formal apparels in low price then this will surelyeffect the decisions of the organization (Simmons, 2008). The workforceor the employees of the organization are to be included in this list. Forinstance if the team member itself in the marketing departments wont be working efficiently thenthe implementation of the decisions wont reach to the desired and maximum limit (Smith, 2012).Macro Elements.Political factors refers to governmental policies or regulations. This also includes legalcomponents such as rules and norms related to corporate sector, business regulations and
prohibitions etc. Economic factors are the characters which include development of an economy,rate of employment and unemployment, costs of fuels and raw materials, rate of inflation in theeconomy (Schibrowsky, Peltier and Nill, 2007). The components vary and changes from region toregion and country to nation. Social culture refers to the civilization, morals and ethics used by theorganization. The culture of a firm can also include demography, age, standard of living, lifestylesand income ratios of the society. Technological factors consists of all the innovations anddiscoveries, developments and up-gradations, the changing and the latest trends in e-commerce andin internet. It also includes the new methods and techniques used in production and marketingactivities. Legal factors are the laws and norms laid and implemented in the economy whether theyprove favourable or unfavourable for the organization (Pomirleanu, Schibrowsky and Peltier, Nill,2013). Environmental factors contain percentage of natural resources , waste decomposing andrecycling processes adopted by the organizations. 1.2Digital marketing mix is as same as marketing mix. The use of Four P's (Price. Place,Product and Promotion) in the digital marketing context is the one and only difference betweenthese two sets of mixes (Chaffey, 2008). So below it is explained how John Lewis group can applythis concept to its organization so to achieve the desired objectives:The most important component of the e-marketing mix is Price. It is the value of thecompany's product or service which the customer pays for enjoying it. The company canuse penetration pricing strategy as this marketing concept is widely used. So theorganization should keep the price of the products low so as to gain new customers andretain the existing ones.The organization should carry out some surveys or researches for making the product listto be sold on their online stores. This will help them in saving time and money as well astime and efforts of the customers the more familiar the products more will be thechances of a quick sale.Reaching the products to the customers in time is also an important factor. So as beingonline the organization can easily find the easiest routes and ways to deliver the goods tothe customers. Also the company can make available the products on the online storesaccording to the areas, regions and the crowd or population and their likes and dislikes.This is the best component of the mix for digital marketing. Promotion can be done onits best level through e-marketing as it is the widest means used in today's world. JohnLewis group can use promotional techniques, such as discount coupons, gift hampers,promo codes and also can organize some contests so as to get involvement of customers.
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