Internet Marketing Task 4: Marketing Strategies and Techniques

This report analyzes various aspects of internet marketing. It begins by demonstrating the mechanics of Search Engine Marketing (SEM), including goals, audience division, keyword usage, and PPC campaigns, emphasizing their role in enhancing website visibility and driving customer demand. The report then delves into email marketing, explaining its function in sending targeted information to customers, providing examples of opt-in email strategies, and highlighting the importance of email communication in building customer trust and increasing sales. Furthermore, it discusses best practices in online public relations, focusing on website design, accessibility, content quality, communication systems, technology utilization, and innovation to improve customer relationships. Finally, the report examines new digital media communities, such as file-sharing sites, and their role in promoting products and services, emphasizing their importance in reaching a wider audience and providing information to potential customers. The report concludes by providing references to relevant literature.

Internet Marketing
TASK 4

2.1 Demonstrate the mechanics of search
engine marketing
• The concept of search engine of internet market can be define as the
tool of online promotion of company goods and service to generate the
demand of it. The objective of it is to enhancing the accessibility as
well as visibility of website on search page on internet where buyer can
find their requirement. SEM consist these below factors which describe
as per under:
• Goal of search engine: It is essential to each business organisation to
determine their objective. Determination of mission assist to company
to target a specific group of customer. In the above cited case Smart
Restoration's goal is enhance their visibility on internet page in
furniture segment.
• Division of audience: It is also an essential to determine as specific
group of customer for their product or service. It aids to company to
focus a limited customer which helps to provide better satisfaction with
organisational goods. In present scenario firm target business enterprise
for their furniture.

Continued
• Key words: These help to users to find their wishes by type few word
on their key-board. For example in Amazon the leading e-commerce
company when the buyer press a key so they get various options about
the product or service which are offering by the firm.
• Advertisement: It plays a vital role in success of a business entity.
Effective use of this promotional tools the marketer can easily enhance
demand of their commodity. It can be design in various form such as
the animation, video and picture. Targeting helps to company to
develop an appropriate idea of advertisement.
• Mechanism of PPC campaign: There are different web properties which
assist marketer to learn about online promotion. It helps to producer to
gain necessary information about advertisement of company's product
and service.

Continued
Testing and measuring: It assist to calculate the effectiveness of
search engine. Better strategies of promotion aid to get better
output of it, suitable changes or modification can be made for
unsuccessful of it.
Above described elements helps to promote company
product or service through effectively using of search engine
which assist to increase the demand of organisational goods.

2.2 Email marketing
The concept of email marketing in which a producer send
essential information to targeted customer about its product or
service to stimulate them to purchase it. Through using the tools
of internet marketing a marketer can easily interact with new and
existing consumers. By this marketer can send necessary
information to about offer commodity by the firm. It is useful
source to provides attracting offers such as discount.

opt in email
Opt in email is a kind of mail which is used for the advertising purpose.
It may include the newletters and advertising.
there are two types of opt in i.e. single opt in and double opt in.
Whereas, single opt in is where the user need not to sign up. Simply
entering the emil will help in opening the account. On contrary to
this, double opt in is one where the confirmation id and password
will be required by the user.

Continued
Opt an email marketing plan
Dear XYZ
Sir/Madam you were a wonderful customer of company but we notice that you didn't
visit on our website since past 2 months. We have an exciting offer to you for short
time so please click on the following link to know about attractive offers. Company
giving special discount for your next shopping on our portal so please visit page and
get it as well as provide feedback which is crucial for us. We would consider your
suggestion in our service. If you want to unsubscribe this service to click on the
following link.
Thank you.
Sincerely
Manager
ABC limited
A suitable email conversation help to create mutual understanding and trust
to buyer which is beneficial for both as well as increase customer satisfaction and
company sales revenue that aid to organisation to achieve sustainable growth.

2.3 Best practice in online public relations
• The public relation play crucial role in success of each business and
every kind of organisation. It helps to enhance the customer loyalty
along with increment in sales revenue of company product or service.
The following element help to mention positive bonding with
consumer.
• Design: It is importance to develop an effective system to communicate
with targeted customer to exchange essential knowledge. If company
use smooth running website to share their message with buyer help to
attract them towards their product or service vice versa. In the present
context of Smart Restorations limited organisation must modify their
web portal which provide better convenience to visitors on web.
• Easy to access: Firm should provide high accessibility to customer that
assist to them to gain necessary information about the product on
service. Company can make video advertisement on YouTube or other
social websites. It the consumer face difficulty to search firm portal so
it put negative impact on their mind which is harmful for organisation
because it could decline the sales revenue of enterprise.

Continued
• Copy-write: The content that using by company should be legal. If it is
unlawful so the marketer will face adverse situation that affect growth and
sales revenue of product or service.
• Development communication system between buyer and seller: The
relationship can be improve through effective interaction between
customer and marketers. Email, online survey help to build mutual
understanding which helpful company as well as consumers. Feedback of
purchaser assist to organisation to make necessary changes to improve the
relationship with them.
• Use of technology: It is crucial for each and every business enterprise to
use advance tools to tell their message along with invite customer to put
their essential suggestion to improve the quality of product or service. If
the company adopt the old technology so buyers will move to other
marketer which create difficulties in business growth by decline in
relationship.

Continued
•Innovation: Public relation can be improve through the
innovative idea of customer service. Regular basis of
changing in process of communication with buyers help
to attract their mind toward organisation service. Online
survey and email assist to know the feedback of them.
•The above mentioned element help to enhance the
relationship between the buyer and seller which aid to
increase sales revenue of company product.

2.4 New digital media communities, e.g. file-
sharing sites
•As the changing in time digital media has changed now
company can post their promotional videos to different social
website such as the YouTube, Flickr and Twitter. These are new
source of media which attract buyer mind toward company's
product. These assist to file sharing assistance to marketer that
help to give better information to targeted customer and motivate
them for purchase organisational goods. By this the buyer can
download or upload the essential data. File sharing assist
business enterprise to protect as well as maintain necessary data
through using this service. Effectively managing or using of this
service aid to cover large number of buyer can get easily
information about the product of company which is beneficial for
enterprise to enhance the sales revenue and gain competitive
advantage in market

REFERENCES
• Charlesworth, A., 2009. Internet marketing: a practical
approach. Routledge.
• Roberts, M.L. and Zahay, D., 2012. Internet marketing:
Integrating online and offline strategies. Cengage Learning.
• Jones, K.B., 2008. Search Engine Optimization: Your visual
blueprint for effective Internet marketing (Vol. 22). John
Wiley & Sons.
• Fritz, W., 2013. Internet-Marketing und Electronic Commerce:
Grundlagen—Rahmenbedingungen—Instrumente. Springer-
Verlag.