Internet Marketing in Business: A Comparative Report

This report provides a comprehensive analysis of internet marketing within the context of modern business operations, focusing on the retail sector with specific examples from Morrisons and Marks & Spencer. It begins by defining the role of internet marketing, highlighting its importance in driving revenue and increasing brand visibility through web advertisement and social media engagement. The report then explores how these organizations utilize internet marketing, including web advertisement, web sales channels, market research, and customer service. It identifies the key benefits of internet marketing for customers, such as access to updated product information, price comparisons, and convenient shopping experiences. Furthermore, the report examines the advantages and opportunities that internet marketing offers to organizations, particularly within the marketing mix (product, price, place, promotion, people, process, and physical evidence). It also addresses the challenges of globalization, such as payment security and the need for 24/7 service, and assesses the effectiveness of internet marketing in fulfilling customer needs, including building customer relationships and providing convenient access to information and feedback mechanisms. This report showcases how these firms use internet marketing to gain a competitive edge.

Internet Marketing in Business

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
The role of internet marketing in modern businesses..................................................................1
Organizations use internet marketing..........................................................................................2
TASK 2............................................................................................................................................3
Principal Benefits to customers of a organizations using internet marketing............................3
Benefits of internet marketing to customers................................................................................3
TASK 3............................................................................................................................................4
The benefits and
opportunities to the organization of using internet marketing
within the marketing mix............................................................................................................4
Internet marketing has made chosen organization more efficient, effective and successful.......5
Challenges of globalisation facing by chosen enterprise while using internet as marketing
tool...............................................................................................................................................5
The marketing opportunities and challenges faced by chosen enterprise while using internet
marketing.....................................................................................................................................6
TASK 4............................................................................................................................................6
Effectiveness of internet marketing in fulfilling customer needs................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Internet marketing in business refers to doing promotional activities of an enterprise
through online and web channels. This means doing advertisement of goods and services of an
organization via E-commerce. This leads to increase customers retention towards company's
products and services. The project report is based on Morrisons and Marks and Spencer both
firms are of retail sector and are using internet marketing efficiently.
Assignment will describe the role of internet marketing in modern context. Then it will
highlight use of internet marketing in organizations. Report will discuss the key benefits of
internet marketing in a business to its customers. Furthermore, study will describe the benefits
and opportunities to the organization using internet marketing within the marketing mix. Then
Report will explain that efficiency and effectiveness of a business increases through using
internet marketing. Further, it determine the challenges of globalisation facing by chosen
enterprise while using internet as marketing tool. Lastly, it will showcase the effectiveness of
internet marketing in accomplishing customers needs.
TASK 1
The role of internet marketing in modern businesses
Internet marketing allows businesses to achieve higher revenues. This leads organization
towards success. It is helpful in advertising and marketing of the products of organizations such
as Morrisons and Marks and Spencer. As it increases the visibility of these organizations. These
both firms has online retail stores so it becomes more crucial to advertise their products through
doing internet marketing (Key and Czaplewski, 2017). This makes customers aware about their
goods. Through this they get success in attracting large number of customers towards their brand.
Internet marketing provides an ease to connect customers directly. As these companies
do advertisement of their products through using Google ads. There advertisement comes
between the web page on various websites as the customers troll them. They also do
advertisement on various social media channels as users are highly active on this platforms.
Morrisons is selling groceries through their online website and Marks and Spencer also sales
their products via internet. This leads to take competitive edge in the market. Thus, these firms
are earning higher margin of profits.
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Organizations use internet marketing
Organizations such as Morrisons and Marks and Spencer are using internet marketing in
following way -
 Web Advertisement – The internet advertisement provides a platform through which
companies like Morrisons and Marks and Spencer reaches to millions of customers in
just a single click (What Role Does the Internet Play in the Marketing & Sale of
Products?, 2019). These companies puts banners and ads of text on popular websites.
This leads to attract large number of customers towards their products. Social media is
also gaining popularity nowadays. Thus, these firms direct connect with their customers
on such platforms. This is helpful in last minute promotions.
 Web as a Sales channel – The internet also gives another platform to these firms to sell
their products through web channels. The customers can buy anything through visiting
these company's websites (Shaltoni, 2017). These firms have ability to sell their products
without having physical store front. These firms also have virtual existence online. Thus,
this makes them to earn higher profitability.
 Market research – The companies such as Morrisons and Marks and Spencer are doing
marketing research via internet. They get to know current choices and preferences of the
customers. The companies keep themselves updated with the latest taste and trends of the
markets in order to come up with the innovation. Through Web based surveys customers
data can easily be collected and on the basis of that they makes further improvement in
their existing products.
 Communication and Customer service – To gain the customers loyalty it is important
for the companies to contact directly with the customers. They regularly asked for
feedbacks from their customers on their official website (Key and Czaplewski, 2017).
Keeping customers choices in the mind they do production and modified their produts.
This leads to increase customers satisfaction in the market.
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TASK 2
Principal Benefits to customers of a organizations using internet marketing
Morrisons and Mark and Spencer are using internet marketing to drive there business
towards profitability but this also providing benefits to there customers. Therefore, principal
benefits are discussed below -
 Customers get updated as Morrisons and Mark and Spencer are doing internet marketing.
The customers shopping behaviour has been changing. They access internet before
buying any particular product (Mittal and Mohan, 2016). These companies are regularly
updating their latest products and services on internet platforms, Thus, customers
awareness is increased towards these brands and eventually it turns towards higher
profitability.
 This facilitates customers to do comparison about prices and products of the companies.
The users are just simply opening window tabs to get a look of these companies . They
are comparing prices and features of one product with another and further make suitable
choices. As these company has displayed products on their online portals. Thus,
customers can easily connect with companies products via online portals.
Benefits of internet marketing to customers
Internet marketing is giving benefits to the customers in following ways -
 It keeps customers updated with the current trends and products. In emerging world they
get to know what products they need to consume (What Role Does the Internet Play in
the Marketing & Sale of Products?, 2019). They easily get information about products
through online channels.
 Internet marketing delivers convenience and provides quick services to the customers.
For purchasing any products they quickly review through online channels of the
companies.
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TASK 3
The benefits and
opportunities to the organization of using internet marketing
within the marketing mix
Marketing mix refers to combination of factors that influence the customers purchasing
behaviour in positive manner. This consist of 7ps namely, Product, Price, Place, Promotion,
People, Physical evidence and Process. Benefits and opportunities to the Morrisons of using
internet marketing within the marketing mix are as follows -
 Product – The Product specification is available on online website of Morrisons. The
customers can easily search about product features. This provide customers suitability
for opting best product among all (Semeradova and Vávrová, 2016). They can even get
to know product content, colour, size and other variants. Suppose in case of food product
the customers can easily identify the ingredients used in it.
 Price – The price of product can also be identify. As the company also show prices of
their products on their online channel. Thus, at the time customers do online shopping
they easily compare price of the products with the other brands. This leads Morrisons to
take competitive edge.
 Place – The Morrisons use internet platform for connecting large number of customers at
one time. They have global presence via internet. They can easily connect millions of
customers in just one click. The company have virtual existence on their online channel.
Customers are experiencing customise shopping experience through their online portal.
The customers can easily order anything from their homes. This leads to increase
customers satisfaction towards their products.
 Promotion – Morrisons advertise their products on various social media channels as
users are highly active on this channel (Todor, 2016). Thus, the company can easily
attract large number of customer through such platforms. They are also using Google ads
for doing promotion of their products. There advertisement comes between the web page
on various websites as the customers troll them.
 People – Morrisons is highly active on internet marketing. Thus, they do customise
advertisement. This type of advertisement target a specific number of people who are in
need of them. As the people who are looking for a particular product suppose it can be
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hair accessories the ads only deliver to those customers who are in need of hair
accessories. Hence, the internet marketing helps to supply right product to right people.
 Process – Morrisons use various methods while doing internet marketing. They are using
Search Engine optimisation. They are providing free search engine recommendation to
their customers. They are promoting their official website via Pay per click. At the time
customers search for their website they are earning profit on per click.
 Physical evidence – Morrisons gives demonstration of their products on online channels
in order to give idea to customers how it is being used. They are using video and audio as
a way of internet marketing. In this they provide detail presentation about their product.
Internet marketing has made chosen organization more efficient, effective and successful
Morrison do Internet marketing and it costs less in comparison of any other form of
marketing. Through internet marketing the Morrisons easily contact to their customers. They
have global presence via internet. The company doesn't worry about store opening as the
internet marketing has flexibility (Bucklin, Rutz and Trusov, 2017). Internet is helpful in
building healthier relationships with the customers. Customise shopping experience attract the
customers. Therefore, the sales of Morrisons products get increases. Morrisons advertise their
products on various social media channels as customers are highly active on this channel. Thus,
the large number of customers attracted towards their products and this leads company towards
profitability.
Challenges of globalisation facing by chosen enterprise while using internet as marketing tool
Globalisation refers to increasing interconnectivity of world due to increase in cultural
exchanges and trades. The challenges of globalisation faced by Morrisons while using internet as
marketing tool are as follows -
 Payment Security – Customers are in concern while purchasing their products online as
the payment security is major issue face by the company. There is threat of hackers and
scammers to Morrisons.
 Providing 24 Hours online service is also a big problem. At many times websites are
crashed due to increasing number of customers on the servers and networks.
 It is hard task for Morrisons to meet the customers expectations. As customers are
demanding more in terms of speed delivery, reliability and responsiveness while doing
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online shopping. If the Morrisons fails to meet the customers expectation it will
eventually affects the image of company in negative terms.
The marketing opportunities and challenges faced by chosen enterprise while using internet
marketing
As the product specification is available on online website of the company. The
customers get to know more detail about product content, colour, size and other variants. The
customers can easily order any product from their homes through doing online shopping
(Bianchi and Mathews, 2016). This leads to increase customers retention towards Morrisons.
Thus, the internet marketing is giving opportunity to the company but there is also drawbacks of
it such as Dynamic pricing sometimes customers get confused while doing comparison of
product pricing. Another issue is Payment security. There is threat of Scammers and hackers
while doing online shopping and making payments.
TASK 4
Effectiveness of internet marketing in fulfilling customer needs
Internet marketing is helpful in building good relationships with customers. As customers
are critical about popular brands. Thus, they access more information about the companies and
do comparison. This leads them to form opinions about the brands and then they make
purchases in accordance with that (Mathews, Bianchi and Wickramasekera, 2016). They choose
most suitable product for them through doing comparison of variety of products online. As it also
provides 24/7 access, customers can also easily provide feedbacks if they don't like any
particular service of the companies.
The Customers tracks their purchases and choose delivery dates. As companies such as
Morrisons and Marks and Spencer are allowing their customers to track their purchases while
they do online shopping of their products. The delivery dates are also mentioned by the
companies for the ease of the customers. Therefore, customers needs are fulfilled through
internet marketing.
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CONCLUSION
It has been concluded from the above project report that Internet marketing allows
businesses to achieve higher profitability. This facilitates companies such as Marks and Spencer
and Morrisons to do last minute promotions as internet provide ease. Doing internet adversing
also costs less to these companies in comparison to any other form of promotion. It has been
summarise that they are also using social media platform as today's generation is highly active
on such platforms so through these channels they can easily connect to large number of people.
They are also doing advertisement on online website. Through this they can easily connect
millions of people.
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REFERENCES
Books and Journals
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research.69(2). pp.426-434.
Bucklin, R.E., Rutz, O.J. and Trusov, M., 2017. Metrics for the New Internet Marketing
Communications Mix. In Review of Marketing Research (pp. 195-212). Routledge.
Key, T.M. and Czaplewski, A.J., 2017. Upstream social marketing strategy: An integrated
marketing communications approach. Business Horizons.60(3).pp.325-333.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet
marketing capabilities and international market growth. International Business
Review.25(4).pp.820-830.
Mittal, A. and Mohan, D., 2016. Growth of Internet Marketing: The Indian
Scenario. MANTHAN: Journal of Commerce and Management.3(2).pp.108-120.
Semeradova, T. and Vávrová, J.N., 2016. Using a systemic approach to assess Internet
marketing communication within hospitality industry. Tourism Management
Perspectives.20.pp.276-289.
Shaltoni, A.M., 2017. From websites to social media: exploring the adoption of internet
marketing in emerging industrial markets. Journal of Business & Industrial
Marketing.32(7).pp.1009-1019.
Todor, R.D., 2016. Blending traditional and digital marketing.Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V.9(1).p.51.
Online
How Does Internet Marketing Benefit Consumers?. 2019. [Online]. Available through :
<https://www.webfx.com/internet-marketing/how-does-internet-marketing-benefit-
consumers.html>.
What Role Does the Internet Play in the Marketing & Sale of Products?. 2019. [Online].
Available through : <https://smallbusiness.chron.com/role-internet-play-marketing-sale-
products-43737.html>.
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