Internet Marketing Analysis: Business Strategies and Challenges Report

This report delves into the multifaceted world of internet marketing within a business context. It begins by explaining the fundamental role of internet marketing in modern marketing strategies, emphasizing its importance in attracting and retaining customers. The report then describes how organizations, specifically EasyJet, utilize internet marketing to achieve business goals like brand awareness and customer satisfaction. It further discusses the advantages of internet marketing for customers, such as price transparency and dynamic pricing, while also highlighting the opportunities and benefits for businesses, including improved efficiency and effectiveness. The report also examines the challenges that globalization poses to businesses using the internet as a marketing tool, encompassing competitive pricing and the need to adapt to diverse markets. Overall, the report provides a comprehensive overview of the key aspects of internet marketing, offering valuable insights into its impact on businesses and customers alike.

Internet Marketing
In
Business

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1 ................................................................................................................................................3
P.1 Explain the role internet marketing has within a modern marketing context............................3
P.2 Describe how selected organisations use internet marketing.....................................................4
TASK 2.................................................................................................................................................5
P.3 Discuss the benefits to customer of a business using internet marketing..................................5
TASK 3.................................................................................................................................................6
P.4 Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business..............................................................................................6
P.5 Explain how internet marketing has made a selected business more efficient, effective and
successful.........................................................................................................................................7
P6. Explain the challenges of globalisation facing a selected business when using the internet as
a marketing tool...............................................................................................................................7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................9

INTRODUCTION
Marketing is made to attract and keep costumers. It is a very convenient tool or function for
businesses to know what the customer wants. In this way it easier to meet their expectations.
Internet marketing can be divided in so many things like; search engines, advertisements banners, e-
mail advertisement, interactive marketing and many things more. Also, some things cannot be
qualified as a specific strategy. Internet marketing help in getting specific information about the
costumers. If have Facebook linked to your company with likes you can see their basic information.
Also, with helps of the internet have access to geographical-targeting. Besides, the customers'
information comes with this strategy. It can show the country, region, city, zip code and other
criteria.
TASK 1
P.1 Explain the role internet marketing has within a modern marketing context
The function of marketing is to operate en generate profit and also attract and keep
customers. Marketing exist wherever goods and services are bought and sold. Nowadays, in the
modern world, marketing is very important. Internet marketing is a continuation of the old
marketing practices (Eid, and El-Gohary., 2013).
Product:- internet marketing you sell your product and service in different way Nowadays
is marketing agency able to create an attractive page for each product and service, add information
and videos/photos. Company wants to sell their products without a sales man when they offer
products online. So the information must be very clear and complete (Aral and et.al., 2013).
Price:- When the company offers products on their website they can use the same pricing
strategies as if they offer their flights in the shop. So that this part of the marketing mix will not
have much influence upon internet marketing (Gangeshwer., 2013).
Place:- The place where the products are offered to the customer normally in shops, with
Internet Marketing company only need a web page, all potential customers can entry this site. This
means that people have the possibility to buy a product at their own home; they do not need a shop

or intermediate (Yadav and et.al., 2013).
Promotion:- Promotion will differ a little through internet marketing. Because a lot of shops
the company will make promotion by means of nice product line. For people who buy their order
online, they need to be attracted via other methods. For example, company can put a banner on a
website for any advertisements and market for the product and service (Eid and El-Gohary., 2013).
People:- This part of the marketing mix will definitely affect the internet marketing. When a
customer is looking for product purchase, they only can see the information that is available. They
cannot ask questions personally. The intermediaries cannot influence the customer with special
offers and stories. The customers choose a marketing agency their own. That is why the information
on the website is so important (Shih and et.al., 2013).
P.2 Describe how selected organisations use internet marketing
Easy Jet's has experienced a successful online business due to its e-market strategy that aims
to provide low cost no frills air transportation. Under the strong and charismatic leadership of
Teleost, it has accomplished its goal by creating brand awareness, adoption of an efficiency-driven
operating model and maintenance of a high level customer satisfaction(Aral and et.al., 2013).
The company is doing this by using a website which is designed with high usability and has
an intuitive navigation allowing user to do booking and purchase ticket online. Easy Jet also does
promotion on newspaper by running internet only promotion, giving discounts to consumers who
purchase online only. This mix has helped in Easy Jet promotion giving impressive results by
achieving tremendous sales results (Eid and El-Gohary., 2013).
Easy Jet's is to increase online revenue, minimize cost and retain their customers. Company
has accomplished this by creation of brand awareness, adoption of an efficiency-driven operating
model and maintenance of a high level customer satisfaction (Online marketing 2017).
Implementation
The implementation of Easy Jet's e-marketing strategy has been achieved on the company's
website. The company website has been designed to offer high usability to visitor and is simpler to
use compared to some of its competitors. It is simply designed, with an intuitive navigation -
allowing users to move from page to page without the need to go via home page. It has high
functionality and is without excess baggage (Aral and et.al., 2013). It was created with the intention
not to tire the visitor with redundant graphics and advertisements which would distract its visitors
and make them walk away from the website. It employs moderate use of text eliminating time
wastage while conveying accurate message to guide users through various links. Each page on the

website consist enough required information without abstract marketing banners to sidetrack real
buyers. For example if a user wants to book a flight, he would enter the date of travel, destination
and check flight availability then move on to make booking or purchase (Yadav and et.al., 2013).
TASK 2
P.3 Discuss the benefits to customer of a business using internet marketing
When it comes to internet marketing the customers are also having benefits. The technique
is growing fast and customers and getting more and more familiar by using internet. The benefits
which customers have are :
 Price transparency
 Product information
 Dynamic pricing
 Responsive transactions
 Customer service
 Complaint
 Chat
 Price transparency
By price transparency we mean the customers easily can check the prices between products
and services of organizations. If look that at the website of the company Customers can choose their
product and all kind of organization than pop up with different prices and with the best reviews of
customers (Shih and et.al., 2013).
Product information:-Internet marketing is providing customers a lot of information about
the products and also compare the features of the products. The product details are mostly
 Price
 Description features
 Colour
 Images
 Drawings
 Promotional deals
Customers can make contact by e-mail and chat with staff.

Dynamic Pricing:-Customers can have advantages and disadvantages of dynamic pricing.
When there are many products in stock and the businesses doesn’t sell well, prices will be of
influence of that and will go down. When there is much demand to the product and there are not
many products in stock the price will go up. When you would like to buy tickets to go for Rome, it
could be the tickets are quite cheap but if the Pope dies the next day. All the tickets for Rome will
go up because many people than want to go to Rome to be at the funeral (Yadav and et.al., 2013).
Customer service :-The internet marketing helps businesses to give better services. They
can use the FAQ forms and can see how they can contact the business. If customers have a
complaint they also can send an e-mail by special forms, which is handy to the business because
than they can category those complaints. When the customers send an e-mail some businesses send
an e-mail directly back they will answer the complaint in 48 hours. The customer knows than where
he/she is up to. Some businesses are also offering chats to customers they can ask their questions to
each other but also can talk about the products the business is delivering (Online marketing 2017).
TASK 3
P.4 Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business
The opportunities that are now open on Easy jet's website are very limited. They don't have
any section where can give customer opinions or ask questions, at least they don't have anything in
dutch.
Opportunities offered to Easy jet's using internet marketing in relation to business efficiency
Easy jet's is using the opportunities of internet marketing to improve their business efficiency to the
fullest. They try to move everything of their business to the internet, so you could say their business
efficiency on the internet is really good. And they must be doing a good job, because they are the
next best after Ryanair with low-fare companies. At their website you can buy your ticket and plan
your whole holiday to checking in with your plane ticket. The only thing they have to do is fly the
plane, and drop off the costumers (Aral and et.al., 2013).
Challenges faced by Easy jet's using internet marketing
Let people come to the problems :-Because Easy jet's only operates from the internet,
people can not come to one person only. Like traditional businesses you go to someone who then
takes care of your business. But now if you book online you won't get the same ´person´ on the
phone line if something is wrong. Hopefully your information is in their system and then they look
it up. They can not see how many times called or know how you reacted last time. So there is little
personal help is something goes wrong and that could be very irritating (Online marketing 2017).

Peoples don't have a trustworthy contact person:- Like other traditional travel agencies,
when you go there you got someone that you can talk to and trust with your money (most likely).
Easy jet's doesn't have that and as I already told, if you call them you get someone who is not aware
of your business. This may be frustrating to people because they have to tell the same story (Shih
and et.al., 2013).
P.5 Explain how internet marketing has made a selected business more efficient, effective and
successful
Internet marketing has made Easy jet's more efficient and effective when compared to
another airline.
If compare Easy jet's to KLM can see that company has far cheaper flights then KLM. That
what their the best at, cheap tickets to flights inside Europe. And at the same time that is the
disadvantage. Easy jet's appeals to younger people with less money who just want the flit from A to
B. Older people would probably go with KLM and also have to go with KLM if you go outside of
Europe. The part of internet marketing that made company successful is that people go online, book
a ticket and go to the airport. With as less stations as possible Easy jet's has a low failure rate,
because the costumer does the biggest part of the job (Yadav and et.al., 2013).
Internet marketing has made Easy jet's more successful because company has now more
parts of their business automated. So where you would call someone for of KLM to book a ticket,
with Easy jet's would do it all on their own And people know that at the company this is the only
way. They lose some of their older costumers but anyone who knows how to read and click could
book a ticket. All the people that Easy jet's cut out from the company, what is now automated, saves
them money. That´s why Easy jet's is successful thanks to internet marketing (Hays and et.al.,
2013).
P6. Explain the challenges of globalisation facing a selected business when using the internet as a
marketing tool.
Made a list of Various things that Easy jet's has to compete in with other businesses.
 People can see their prices and compare them
 Other businesses can see their prices
People can see their prices and compare them:-This is an major advantage as well as
problem. For Easy jet's it is an advantage because they are the price fighter. So if people go and
compare their price at the ones of KLM, they will see that Easy jet's has better prices. The
information they don't give is that company probably has a minimum of 5kg luggage and every 5kg
extra costs €10. So the problem is that KLM could say on their website that they don't have an

luggage tax. So people get attracted to that, and people don't liked to be scammed (Aral and et.al.,
2013).
Other businesses can see their prices:-This is actually a little of what I just explained. That
when KLM would see that they have luggage taxes, KLM then adapts to that and don't ask for a
luggage tax. This is the disadvantage for the company. If they would have a flight of Amsterdam to
Barcelona for €400. Then would KLM ask €350 for that price. Then Easy jet's would have to ask
€325 for that same trip. So KLM is not only potentially taking away their business, but also makes
sure they earn less (Eid and El-Gohary., 2013).
CONCLUSION
In this report it is concluded that present context examples of organizations have been taken
in order to understand the internet marketing tactics adopted by the easy jet's. It has been revealed
that internet marketing practice adopted in context to the differ significantly as compared to the
traditional marketing practice adopted by the business organizations.
REFERENCES
Books and Journals

Aral, S and et.al., 2013. Introduction to the special issue—social media and business
transformation: a framework for research.Information Systems Research. 24(1).pp. 3-13.
Eid, R. and El-Gohary, H., 2013. The impact of E-marketing use on small business enterprises'
marketing success. The Service Industries Journal.33(1).pp. 31-50.
Gangeshwer, D.K., 2013. E-commerce or Internet Marketing: A business Review from Indian
context. International Journal of u-and e-Service, Science and Technology. 6(6).pp. 187-
194.
Hays, S and et.al., 2013. Social media as a destination marketing tool: its use by national tourism
organisations. Current issues in Tourism.16(3).pp. 211-239.
Lambrecht, A. and Tucker, C., 2013. When does retargeting work? Information specificity in online
advertising. Journal of Marketing Research. 50(5).pp. 561-576.
Rosenberg, L.J. and Czepiel, J.A., 2013. A marketing approach for customer retention. Journal of
consumer marketing.1(2).pp. 45-51.
Shih, B.Y and et.al., 2013. Retracted: an empirical study of an internet marketing strategy for
search engine optimization. Human Factors and Ergonomics in Manufacturing & Service
Industries. 23(6).pp.528-540.
Yadav, M.S and et.al., 2013. Social commerce: a contingency framework for assessing marketing
potential. Journal of Interactive Marketing.27(4).pp. 311-323.
Yoo, M. and et.al., 2013. Customer loyalty marketing research: A comparative approach between
hospitality and business journals. International Journal of Hospitality
Management.33.pp.166-177.
Online
Internet Marketing 2017. [Online]. Available through: <http://www.marketing-schools.org/types-of-
marketing/internal-marketing.html|>. [Accessed on 13th July 2017].
Online marketing 2017. [Online]. Available through: <http://www.business.qld.gov.au/running-
business/marketing-sales/marketing-promotion/online-marketing|>. [Accessed on 13th July
2017].