Internet Marketing Report: Strategies for Business Growth

This report analyzes various aspects of internet marketing, focusing on strategies for Smart Restorations Limited. It covers essential components like website design, blogging, SEO, email marketing, social media, and analytics. The report evaluates the internet marketing mix (4Ps) and compares different marketing tools. It examines order processing systems and delves into the mechanics of search engine marketing (SEM), including SEO and pay-per-click advertising. Additionally, it explores the use of newsletters, new digital media, secondary market research, and customer relationship marketing (CRM). The report also includes an internet marketing plan and provides insights into pay-per-click advertising. The study aims to help the company develop its business and increase turnover by leveraging internet marketing strategies effectively.

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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Internet marketing
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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Internet marketing
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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