UNIT 30 Internet Marketing Assignment
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Added on 2020-01-15
UNIT 30 Internet Marketing Assignment
Added on 2020-01-15
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UNIT 30 INTERNETMARKETING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Elements of Internet marketing.............................................................................................11.2 Elements of marketing mix...................................................................................................21.3 Internet marketing tools........................................................................................................31.4 Interactive order processing..................................................................................................4TASK 2............................................................................................................................................52.1 Mechanism of search engine marketing................................................................................52.2 Opt in email marketing letter................................................................................................62.3 Best practices in online public relations................................................................................62.4 Use of new digital media communities.................................................................................7TASK 3............................................................................................................................................73.1 Market research.....................................................................................................................73.2 Online survey........................................................................................................................83.3 Use of electronic customer relationship marketing...............................................................9TASK 4..........................................................................................................................................104.1 Internet marketing plan.......................................................................................................104.2 Presentation on pay per click..............................................................................................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONIn today’s era, with change in-time, the technology is continuously getting updated. As aresult, advertising and promotional techniques are improved. Earlier, the process of advertisingproducts was done by using TV, radios and newspapers. But these days, internet has become themost useful tool of advertising. Online marketing is a process through which products are sold toits end users with the help of online promotional techniques. With the use of different socialnetworking sites like Facebook, g-mail, Twitter and blogs, products are advertised over thesesites. On the basis of given case study, Amazon has taken into consideration. It is one of thelargest online retailer that delivers variety of products. The report depicts different elements ofinternet advertising and marketing mix. It emphasizes on the mechanism of search engineoptimization. At last, internet marketing plan is explained in this report to gain in-depthknowledge of the same.TASK 11.1 Elements of Internet marketingInternet marketing can be linked with digital marketing, e-commerce, e-marketing etc.Digital marketing is defined as Brands or products which are promoted via electronic mediausing digital technologies. Similarly, the business transactions that takes place over electronicnetworking such as social networks, internet is known as e-commerce (Baghdadi, 2013).Further,advertising and marketing efforts that takes place through web and mails is commonly known ase- marketing. In addition to it, an organisation needs to function under certain environmentwhich can be classified as macro and micro: Internet micro environment:-Customers: Needs and preferences of the customers is a must for the company, for thelong run retention of customers. For this, Amazon offers variety of products underdifferent category along with quality services to develop healthy relations with them. Competitors: to compete with Walmart, Amazon needs to give special offers tocustomers in terms of free shipping, discounts on products, etc.Intermediaries: these are the agents that link a network between the business suppliersand customers, thus Amazon needs to maintain a constant check on internet and itsactivities.1
Internet macro environment:-Economic factor: Amazon should target on developed economy to conduct moretransactions. As the economy of the country depends upon the total e-commerce activities(Baloglu and Pekcan, 2006). Technological factors: with the changing technologies the company should move fromold to new methods of online business. Such as connectivity through use of mobilephones. Legal factor: Company should be aware of the laws relating to ethical use of internet, asconsumers are much concerned about their privacy on online sites.Apart from this, varied benefits of internet marketing within the context of Amazon arediscussed underneath- Easy to reach the perspective customers on the basis of their last transaction and sendthem promotional products.Allows the customer to personalise the products according to their taste whicheventually attracts more customers.The internet also helps the companies to keep a track on their competitors pricestrategies and further changes can be made in their products.With the increase bargaining power it becomes easy to attract more customers (Barnes,2011).1.2 Elements of marketing mixMarketing mix can be termed as putting the right product at the right time, and the right placeand creating demand for the same. There are 7 basic elements of a marketing mix. Theseconstitute of 7p's which are as follows:-Products: Amazon deals in various kinds of products such as clothes, jewellery, books,phones, game studios, kindle etc. these products are made available to customers throughonline networking. The company first started its business by selling books then itgradually expanded and now its selling every single product. With the success of kindle ,Amazon introduced its own Tablet Pc known as Kindly (Coltman and et.al.2009). Place: Amazon is an online store and its customer services are based in almost everycountry. Its headquarters are in USA, Washington. Its software development centres arethere in Seattle. It has centres across the globe. 2
Price: the company sells its products at competitive prices. It also offers variousdiscounts and special schemes to its customers, which in turn helps it to stay and survivein the market. It serves a tough competition to its competitors such as Ebay, flip kart etc.Promotion: Amazon advertisement can be seen anywhere and everywhere. It also usesonline advertisement so that whenever the search is conducted, it will appear on that sites.Television advertisement is the most common way to promote its product. Various offersalso present to customers in terms of buy one get one free. People: well trained and right persons are appointed to provide customer care services. Ifthe consumers do not find any product as per the specification, the customers can evencontact to the employees and ask for exchange and repayment of product. Process: It has a well tailored process of buying and selling of goods. People can easilypurchase and payment can also be made through bank transfers or cash payment as perthe customers' satisfaction. It also provides services like return of products (Fawzy andDworski, 2010).Physical evidence: Amazon mostly deals in products having their brand name some ofthose are Nike, Addidas Fast track etc., these products are well known by everyone andcreates a physical evidence in the market. 1.3 Internet marketing toolsFor carrying out any online business one shall need the use of electronic tools for carrying out itsoperations. Campaigning can be done through social media marketing, e-mails, Blog-post etc.Social Media Marketing: Social media marketing is so viral these days. Amazon alsouses product promotion through social media like Facebook, Twitter in the form of posts,messages etc. People are so active on these sites that its easy to promote things here.Even if one does not want to buy anything, once they visit these sites they eventuallymake purchases this makes easier to sell things (Elliott and Boshoff, 2007). E-mail: The company can make advertisement and promotional activities throughEmails. It sends various offers through mails which brings in more customers. Thecustomers are attracted by the discounted and innovative products that come time to time.Even when there are new arrivals customers are informed through mails.Blog post: It is usually published on world wide web consisting of discussions orinformation appearing in a chronological manner. The most recent appears first.3
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