Internet Marketing Strategies for Business: A Comprehensive Report

This report provides a comprehensive overview of internet marketing in a modern business context. It explores the role of internet marketing, detailing how organizations like McDonald's, KFC, eBay, Twitter, and Wikipedia utilize it to connect with customers and promote their products and services. The report further examines the benefits of internet marketing for both customers and businesses, using ASDA, Oxfam, and Tesco as case studies. It discusses how internet marketing enhances the marketing mix, improving efficiency, effectiveness, and success. The report also highlights challenges such as globalization and strategies to overcome them. Overall, the report emphasizes the importance of internet marketing in today's business environment and its impact on customer engagement and business growth.

Internet Marketing
In Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The Role of internet marketing within a modern marketing context................................1
P2 How organisations use internet marketing........................................................................2
TASK 2............................................................................................................................................3
P3 Benefits to customer of business to using internet marketing...........................................3
TASK 3............................................................................................................................................4
P4 Benefits and opportunities to the business of using internet marketing within marketing
mix..........................................................................................................................................4
P5 Internet marketing made business more effective, efficient and successful.....................5
P6 Challenges of globalisation...............................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Internet marketing is the process of promoting a business or brand and its products or
services over the internet using tools that help drive traffic, leads and sales. It is considering as
pretty broad term that comprehend a range of marketing tactics and strategies such as content,
email, search, paid media and more (Sinkovics, Sinkovics and “Bryan” Jean, 2013). This report
consist of role of marketing with in a modern marketing context. In addition, benefits to
customers of a business to using internet marketing as well as the benefits and opportunities to
the business in reference to marketing mix. Explain effectiveness of internet marketing and
challenges of globalisation facing a selected business and internet apply as marketing tool.
TASK 1
P1 The Role of internet marketing within a modern marketing context
Internet marketing can allow to connected with marketing mix to show impact on the
marketing. In present time mostly people connect with internet and buy products and services
online and they will be delivered straight to the recipient's door. Through internet they will
searching that items which they wants and get on time. Now millions of users purchasing items
online and putting their businesses online and advertising their products with the help of the
internet. It will provide additional profit which is depending on the people who can visit on the
website. Internet can provide different way where easily communicate with customer and
connect easily. Businesses will also be more likely be able to advertise their business from a
global perspectives at a reduce price. The report defined about the different marketing activities
of McDonald's and KFC have incorporate internet marketing.
eBay – This online business targets to audience as per the requirement of business and
provide information which is related to previously and latest deal. eBay can provide all detailed
information regarding to customers where depend on the form of customer buys. It can suggest
to new business to analysis of taste and preference of customers regarding to specific product
and present in appropriate way (Jara, Parra and Skarmeta, 2014).
Twitter – This online business can help to target their company towards people who
mainly uses social media in huge way. It is based on the followers who is following you. It can
help to find those people who can follow common things and provide suggestion to which type
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trends need to following. Twitter also focus on demographical situation which is related to user
they follow.
Wikipedia – It can focus on the encyclopaedia services that is free to use and a services
that can use through internet. Mostly top scores received by Wikipedia to hits and compete with
their competitors. Through this way easily get popularity and come up near the search engine
when users doing research.
P2 How organisations use internet marketing
In present time every organisation use internet marketing and get opportunity through
internet marketing. It is a way where company get different types ways to promote their business
and communicate with customer regarding their products. There are defined how to McDonald's
and KFC apply internet marketing in their business and get opportunities. As a result it can
enhance to their business and reach global market in effective way (Yadav and Pavlou, 2014) .
 Through internet marketing they can communicate with customer and take feedback
regarding to their services.
 Take order online and delivery food on their home address so it will make easier to
contact with customer.
 When company launch new product and changes in their existing product so easily
promote through internet.
 On online order customer get cash back and apply coupons which can help to deduct
amount so as a result increase number of people who arriving their websites.
 The company use it to reach social media platforms and use tool of social media such as
social Drift, Sprinkler, Adobe spark post. These tools help to editing video, effective
visualisation and supporting to marketing team.
 Through internet easily accessible with consumers and reaching companies anywhere in
world and purchase goods from across borders and reduce the cost of transportation.
 24/7 Marketing means marketing campaigns run 24 hours a day, 7 days a week.
 To meet customer preference – After determination of market scenario provide
preference to online shopping and improve thoughts of customers regarding to an
organisation. Internet marketing is also used by Titan to understand customer demand
and preferences. After conduct research and development provide effective products and
services to meet customer preferences.
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 To increase product awareness – There are different products and services for the
customer but they are purchasing only those products or services which they know about.
Internet marketing is used by Nike and apply different marketing strategies like
advertisement, social promotion and brand awareness.
TASK 2
P3 Benefits to customer of business to using internet marketing
ASDA and Oxfam are the two contrasting businesses that will use internet marketing so
as a result it provide benefits to customers. Internet marketing provides various benefits to
customer and help businesses to provide better customer services as well as attract more
customer to purchase goods on online as it is more favourable and easier -
 Promotion – Internet marketing consider as cost effective in businesses will not have to
worry about any travel, postage, printing and any costs which can make it cheaper as
compare to traditional marketing. The advantage that this will provide to customers is
that the businesses will have more money that they could invest in their business so they
can provide best services to customers.
 24/7 Presence – There is another advantage of customer that they can shop anytime and
any day through these websites. ASDA and Oxfam provide facility to their customer to
provide goods and services through online easily. It is considering as good method which
is easy and simple to provide convenience to customers (Rahimnia and Hassanzadeh,
2013) .
 Customer can compare online – It is one of the major advantage for the customer which
can help to compare products and services. Rather than to arriving a number of several
retailers so people easily visit to different sites and compare prices as well as features of
the specific products and services. For example – ASDA and Oxfam provide their
products on cheapest price and help to compare their prices from other sites.
 Clear product information for the customer – Online sites provide detailed
information about products so customer easily know about information. In offline store
may be chance to misinterpretation or mishearing. For example – On every products of
Oxfam and ASDA provide full details regarding to product and understand customer
easily.
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 Right price on display – The pricing strategy clear on online store and provide discount
and MRP of each product. So customer can take advantage of pricing and it will change
regularly basis. When sites provide special offer that time they purchase item and get
discount but it is related to limited period of time. For example – Many times companies
show another rate but after payment charge more amount but ASDA and Oxfam display
right amount.
TASK 3
P4 Benefits and opportunities to the business of using internet marketing within marketing mix
There are mentioned benefits and opportunities for Tesco who can use internet marketing
and it will help in marketing mix and offers many opportunities to businesses.
Price – Tesco have completed control prices on their products and values of the items
related to selection of products. The benefit of the company to set price cheaper as compare to
competitors with good quality so it will help to attract customers (Mackey, Miner and Cuomo,
2015) .
 Opportunities – Tesco offer availability of food with good quality in less price so people
wants to maximise their shelf life with Tesco.
Product – Through internet marketing customer can get detailed information about
products and services so it makes easier in decision making process. In online shopping customer
can not see product so they can saw detailed information of products and satisfy with. So it will
provide benefit to Tesco to increase number of customers.
 Opportunities – The company has been used different software to check delivery
products so customer satisfy with their services.
Place - In present time every person use internet and connect with social media such as
Facebook, twitter and so on. It is beneficial for Tesco because through social medial they directly
connected with customer and know about their competitors.
 Opportunities – There are considering opportunities for Tesco that in short time period
they reach to greater field and attain more customers as well as target to audience in
greater way. It can provide greater opportunity that company can not open their store
24/7 but through online sale out their products.
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Promotion – To maintain online website is cheaper than to operate physical store and it
is beneficial because through internet marketing save money and promote their business in
effective manner.
 Opportunity – It is provide opportunities top company due to advertise their websites
and gain more sales which is easier and more accessible.
People – To go online they can need less staff to run their business as well as it will help
to save costs.
 Opportunity – Tesco being capable to approach information and try to improve their
business which is related to obtain information.
Processes – The ordering system easily accessible and stock level never go down so
customer any time purchase products from their side (Standing, Tang-Taye and Boyer, 2014) .
 Opportunity – New and quicker delivery system can attract to more customers.
Physical Evidence – Tesco can set out their websites clearly and display in impressive
manner which is good to make informed decision.
 Opportunity – The site can provide search button and easily reach people to the company
and know their products.
P5 Internet marketing made business more effective, efficient and successful
In current time internet marketing can help to improve their business and easily connect
with customer to promote their business. It can help to Tesco to become their business more
effective, efficient and successful.
Efficiency of the Tesco presented through ordering loads of the same products at the
same time it means they provide better prices with good quality to customer as compare to its
competitors. They increased efficiency through email due to connect with customer and take
feedback regarding their products. When customer provide feedback on the basis of comments
apply improvements and reduce barriers. So as a result it will increase efficiency.
Internet marketing become effective for Tesco due to have not any more stores so they
can save amount and use tp provide effective customers services. It can reduces the costs of staff
and business will run online and deliver products to customers on time.
Tesco extremely success because of many reasons like effective pricing strategies which
can help to conduct new deals and offers. Through websites they can analyse of products to
selling in constantly way. The company analysed market and know which type products are
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trending then selling on their sites so as a result it will attract to more customers. This successful
for Tesco and increase their profit and provide cultures attitudes towards payment method. Tesco
has been applied internet marketing to increase productivity because they will online provide
services any time to their customers. There is no need to open many stores because through app
connect to customers and take feedback regarding their services. If they provides good
suggestions so it will apply on company and improve efficiency.
P6 Challenges of globalisation
Globalisation is a process of interaction and consolidation among the people, companies
and governments. There are people interconnected in all over the world so as a result increase
trading of different types of products and services (Magrath and McCormick, 2013).
Managing overload of market feedback – There are facing one challenge by Tesco that
website of company provide failing information. Many times it may be not accurate and trustful
and misguide to customer and Tesco can get decide which type information is right and done
with the help of data system and market segmentation.
Meeting higher customer expectations – In present time Tesco has been using internet
marketing because it will help to increase customers. There are defined various factors which
become challenge like communication, secure payment and competitive pricing. So company
make assure about quick delivery to right person.
Security and payment methods – It is huge problem because many time bank details is
not keeping safe online due to security reasons. When customer payment online regarding to any
products that time hackers scams. Tesco should clearly for their website policies and assure
about their customers. No one can access their personal information (Ryan, 2016.). .
CONCLUSION
As per the above report it has been concluded that internet marketing is wide process
which is used by various companies to get success and spread out out their business in world
wide. It can help to contact with customers and get benefits in direct manner. It will provide
benefits not only business as well as customers regarding to products and compare through
different sites.
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REFERENCES
Books and Journals
Sinkovics, N., Sinkovics, R. R. and “Bryan” Jean, R.J ., 2013. The internet as an alternative path
to internationalization?. International Marketing Review. 30(2). pp.130-155.
Jara, A. J., Parra, M. C. and Skarmeta, A. F., 2014. Participative marketing: extending social
media marketing through the identification and interaction capabilities from the Internet
of things. Personal and Ubiquitous Computing. 18(4). pp.997-1011.
Yadav, M. S. and Pavlou, P. A., 2014. Marketing in computer-mediated environments: Research
synthesis and new directions. Journal of Marketing. 78(1). pp.20-40.
Rahimnia, F. and Hassanzadeh, J. F., 2013. The impact of website content dimension and e-trust
on e-marketing effectiveness: The case of Iranian commercial saffron
corporations. Information & Managemen. 50(5). pp.240-247.
Mackey, T. K., Miner, A. and Cuomo, R. E., 2015. Exploring the e-cigarette e-commerce
marketplace: identifying Internet e-cigarette marketing characteristics and regulatory
gaps. Drug and alcohol dependenc. 156. pp.97-103.
Standing, C., Tang-Taye, J. P. and Boyer, M., 2014. The impact of the Internet in travel and
tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing. 31(1).
pp.82-113.
Magrath, V. and McCormick, H., 2013. Marketing design elements of mobile fashion retail
apps. Journal of Fashion Marketing and Management: An International Journal. 17(1).
pp.115-134.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
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