Comprehensive Internet Marketing Report for Smart Restoration Limited

This report provides a comprehensive overview of internet marketing strategies tailored for Smart Restoration Limited, a small-scale organization specializing in buying and selling used and refurbished office furniture. The report delves into the elements of internet marketing, including e-commerce, digital marketing, and various micro and macro environmental factors, highlighting their impact on business operations. It evaluates the internet marketing mix, focusing on the 7Ps (Product, Price, Place, Promotion, People, Physical Evidence, and Process) and their application in an online context. Furthermore, the report compares various e-marketing tools like websites, search engine optimization (SEO), and social media marketing, providing insights into their effective utilization. It also explores interactive order processing, search engine marketing mechanisms, and the creation of compelling content for email marketing and online public relations. Secondary market research and online surveys are discussed as methods for gathering consumer data, alongside the development of a comprehensive internet marketing plan for Smart Restoration Limited. The report emphasizes the importance of adapting to technological advancements and understanding consumer behavior to achieve competitive advantage in the digital marketplace.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
1.1 Elements of Internet Marketing........................................................................................3
1.2 Evaluation of Internet Marketing Mix..............................................................................6
1.3 Comparison of internet marketing tools...........................................................................7
1.4 Use of Interactive order processing................................................................................11
PART 2..........................................................................................................................................13
2.1 Mechanism of Search Engine Marketing.......................................................................13
2.2 Copy for opt-in email marketing newsletter...................................................................14
2.3 Guidelines for best practice of online public relations...................................................14
2.4 Use of new digital media communities..........................................................................16
PART 3..........................................................................................................................................17
3.1 Secondary market research for gathering data on consumer's shopping behaviour.......17
3.2 Online survey for data collection...................................................................................20
3.3 Covered in Poster...........................................................................................................24
4.1 Internet marketing plan for Smart Restoration Limited.................................................24
4.2 Covered in PPT...............................................................................................................25
Conclusion ....................................................................................................................................25
References......................................................................................................................................26

INTRODUCTION
In the modern era marketing has become an crucial activity for the business as without
practising it no organisational can reach to their potential customers. Marketing can be
considered as promotion of the products and services in various ways so that the basic aim
behind that products and services can be delivered to the consumer. With the help of this the
company wants to convince their consumers that they should buy this products as there are
certain advantage of it if they to do. The most advance form of marketing is internet marketing
which has helped organisations from small to large to expand their business in the areas where
they don't have any existence (BOX, 2015). With the help of internet the marketers can reach a
large number of people in less period of time without any limitations or barriers. There are
certain small industries which cannot afford traditional marketing activities they can look for
internet marketing which is the cheapest for of advertising. This whole report will be
highlighting various aspects of internet marketing by taking the scenario of “Smart Restoration
Limited”. This is a small scale organisation which buys and sells used and refurbished office
furnitures. All the tasks in the report briefs about the tools and techniques of internet marketing
which can be used by the company to achieve their goals and objectives thus giving them a
competitive advantage over their rivals.

PART 1
1.1 Elements of Internet Marketing.
As stated by Philip Kotler marketing is the science and art of exploring, creating and
delivering value to satisfy the needs of a target market at a profit. On the other hand internet
marketing is the promotion of brands, products and services with the help of internet. After the
introduction of internet marketing activities small companies like Smart Restoration Limited has
gained momentum in their business (Chang, 2015). With the increase in the digital marketing the
revenues of such organisation has increased drastically.
There are lots of elements of internet marketing which are available to the firms and can
be used for the promotions. E-commerce, digital marketing, micro and macro factors are some of
them which can influence internet marketing.
Following are the macro and micro elements of internet of internet marketing:-
Social: Social barriers can be a contributing factor to the adoption of internet and can
avoid people from using the internet. Various Asian and African countries citizens living in rural
area lacks internet connectivity. Lack of digital literacy can also be one of the factor which can
impact the growth of internet user.
Environmental:- Internet can benefit the environment through “paperless transaction”.
For example; earlier Smart Restoration Limited was giving their ad to a magazine but now the
magazine has gone online instead of offline. Now they are accepting online advertising with the
digital issue of the magazine.
Technological:- It is the major contributor to the daily operation of an organisation. One
of the major SR limited can face is the constant variation in the technology and there might be
situation when the company might not have any resources to adopt the new one. Any poor
choices and missed opportunities can also be the result of inaccurate social media platform.
Other technology issues might be the server down and software issue.
Ethical and Legal:- They are the terms which are closely related the only difference in
them is that in ethics society is taken into the account and legal the law is includes. The
ownership of the intellectual property, the role of privacy, use of data and etc. are some of the
factors included. Data Protection & Privacy law deals with the individual's fundamental rights to

privacy. So it is the duty of SR limited to make sure that the personal information is protected by
them.
Economic: There might be variation in this factors depending on which country is
analysed. If any particular country who is suffering from the depression in the economy will
impact the business of internet marketing companies.
Micro Environment:- These are the controllable factors and includes organisation, customers,
suppliers, competitors and intermediaries. These all factors are interrelated and needs to be
analysed for the success of internet marketing plan. These can controlled through following some
steps:-
 Taking the use of marketing mix for the segmenting process. Now the SR limited is
starting to create personas more so than market segments as it allows more accurate
targeting with social media.
 Looking for the appropriate intermediaries for the organisation that will help in growth.
 In acknowledging how certain intermediaries and social media sites work in related to
each other thus giving advantage to a company in managing their operations.
Most of the organisations are following the concept of E-commerce where transaction of buying
or selling takes place online with the help of digital devices (Suki, 2015). Smart Restoration
Limited can use websites, emails, apps and social networking for the marketing purpose.
Following are some of the benefits of using internet for the marketing purposes:-
 Internet marketing is inexpensive and has reach to a larger number of people.
 With the help of internet marketing business organisation can deliver better consumer
service.
 Internet marketing brings coordination in the functions which can help them to reach
more and more number of internet users in a single time.
There are some of the elements of internet marketing that are mentioned below:-
Integration:- Marketing plan can help them in combining various elements like their
Facebook page, Google Ads and developing a website.
Organisation Restructuring:- With the internet marketing they can change their way
which they were adopting while dealing in goods. Internet is a platform which gives them
freedom to interact with various stakeholders and suppliers (Zimmerman, 2015).

Community:- Different CSR activities can be performed through online way and this
way they will contribute in the social development of the society.
There are some other elements of internet marketing referred to as COPA and are equally
useful for Smart Restoration Limited. It can be expanded as Create, Optimize, Promote and
Analyse.
Create:- To ensure that they reach more number of people through internet marketing
they have to create remarkable content. For that they have to use a language which can be
understood by common people and make their content user friendly consisting of various
graphics.
Optimize:- The content which has been created for the website or for the promotions
should consists of certain key words which ensures that search engines put their content on their
top pages. This can be termed as Search Engine Optimisation(SEO).
Promote:- Social media can be considered as a useful tool for Smart Restoration Limited
as with this they are able to reach to large internet users and can engage those users in different
promotional activities.
Analyse:-Internet gives the option of knowing the visitors number through certain
graphics which will help them in knowing what are the products or areas which are getting more
attention from the users. They can also take feedback from the users and know their
performance.
Internet has lots of elements which can be used by Smart Restoration Limited to promote
their products and services. For this they need to have knowledge of these elements and after that
should analyse which will be beneficial for them.
1.2 Evaluation of Internet Marketing Mix.
Marketing mix is referred to use of seven Ps of marketing that are Product, Price, Place,
Promotion, People, Physical Evidence and Process. All the marketing strategies are framed after
analysing these 7 Ps of marketing mix. E-commerce or internet marketing can generate lots of
revenues for organisation like Smart Restoration Limited. SRL can categorise their 7Ps in two
different parts according to the their functions which are buying & selling and delivery.
Considering buying and selling of the furniture online they can look for product, price, place and
promotion and on the other side for delivering the service they can use people, physical
evidences and process (Chang, Yu and Lu, 2015).

Product:- The products in the from of services, brand and merchandises sold by the
company comes in this factor. They should try to bring new strategies for the products and
services they are delivering as whatever strategies used by them will influence the demands of
the products. Most of the strategy revolving around the products are based on the market
research and needs of the consumers. SRL should sell their product through video marketing,
social bookmarking, forum marketing and etc.
Place:-It is the area or place where any product will be sold by the SRL to their
customers, they avail their products on different websites and other e-commerce pages so that
consumers can buy it (Croft, Metzler and Strohman, 2010). They have the option of developing a
digital catalogues highlighting the features of the products and after that they should place it on
their website.
Price:- It refers to the money which has to be paid by the customers in order to buy the
product or avail any service offered by SRL. They should ensure that they offer suitable prices to
the customers and for this they have to also need to make sure that they cover all the operating
and production cost in it. Through internet marketing they provide price transparency to the
consumers and they also need to understand the price elasticity of demand before making pricing
decisions.
Promotion:- The promotion element of the marketing mix highlights the marketing
communication strategy used by the organisation for the advertisement of the products and
services offered by them. It can include advertisement, sales promotion, public relation, direct
selling and etc (Esmaeili and Aqaei, 2016). SRL communication strategies should motivate the
consumers to buy the product. For the internet marketing they can look for the options like
email-marketing, social media marketing and content marketing. They should also keep SEO in
mind while framing using internet for promotion.
People and Process:- People in the marketing mix refers to the interaction between the
employees of SRL and the customers during pre-sale, sale and post sale stages. Auto-email
response to the queries, email notification on the purchase and delivery status, call back facility,
online chats, FAQ, purchase guidance and etc. are various option available for the organisation
which can be provided to customer through internet tools.
The process element of the marketing mix refers to the process which is used by the
company to co-ordinate all the marketing operations which are under price, place, promotion and

people. Internet gives SRL to use various option to look for the existing and long term marketing
strategy.
Physical Evidences:- Internet marketing is an intangible thing as all the products,
marketing and etc. are happening online without any physical environment.
Taking care of all these marking mix during the formation of any strategy will help SRL
in gaining competitive advantage as they are using all the elements in a way that it attracts more
consumers towards them (Goi, 2015).
1.3 Comparison of internet marketing tools.
E-tools are referred to as the element which are used by the companies to achieve their
online marketing goals and objectives. Following are some of the e-marketing tools:-
Website:- This will be the place where Smart Restoration will be selling their products to
the customers and to ensure that maximum number of people reaches their website they have to
make layout of the site unique, creative and user friendly. Every website has a address through
which they can be accessed and is referred to as URL.
Email Marketing:- It is concerned with sending of the information to the customers
about the products, offers, discounts and etc. through personal emails.
SEO:- Expanded as Search Engine Optimisation and is a process of affecting the online
visibility of a website. It is part of Search Engine Marketing (SEM) which is also considered as
internet marketing used for the promotion of the websites through increasing visibility with the
help paid advertising.
Banner Advertising:- Also refereed to as web banner ads which has to do with the
advertisement into a web page (Hamid and McGrath, 2015). It has visual message and includes
certain graphics and images thus attracting the attention of viewers eyes.
Mobile Marketing:- It is the multi channel online marketing techniques which
emphasises on reaching the target audiences on their mobile phone through websites, apps,
email, SMS and social media.
Content Marketing:- It is also a form of marketing which focus on developing,
publishing and distributing content for the audience which are on online platform.

Comparison of certain e-marketing tools are as follows:-
Basis Site Email
Marketi
ng
Social Media Banner Ads SEO
Aim Gives
detail
descriptio
n about
the
products
of
company.
Used for
sending
any
personal
message
to the
consumer
.
To engage people
through different
small posts.
Their aim is to
appeal to the
customers for the
product through
visual ads.
Used for
increasing the
traffic at websites
of the company.
Operatio To use Once the Marketer can The tag lines and Measurable
Illustration 1: Online Marketing Matrix

n this the
user
needs to
have
knowledg
e of
technical
side.
informati
on is send
it cannot
be
updated
again.
easily modify the
posts which they
have posted.
slogans which are
part of the banner
ads can be
changed
according to
different offers.
process which is
used to send
signals to search
engines that your
pages are worth
showing in
Google Index.
Usage Normally
used for
the
business
purpose
only.
Personal
invitation
to the
valuable
members
can be
given
through
it.
Used for
information
discounts and
offers to the mass
audiences.
This is used for
giving the
information
through certain
keywords which
can catch the
attention of the
customer quickly.
Through it the
companies try to
ensure that
maximum number
of people visit
their sites.
Accessibi
lity
Internet
connectio
n is
required
to access
website.
The
messages
can be
seen to
only
those
who has
sent the
message
and the
person
who has
received
Can be seen by
lots of people if
privacy options
are not used.
The reach of these
are limited to
particular
audiences as it is
placed in some of
the sites and web
pages only.
This is the
concept which is
normally
practised by all
the companies.

it.
Smart Restoration limited can use thee tools to appeal to more number of consumers. All
these have a common thing which is the use of internet for marketing and is inexpensive.
1.4 Use of Interactive order processing.
Internet order processing is referred to the steps which is involved in making any order
through internet. It includes searching of the product which has to be buy and after that it taken
for the order thus reaching it to the payment option. When the payment is done it is delivery to
the customers. SRL can classify these into three steps that is buying and selling, delivery/service,
and feedback/review of the quality or the performance (Hollensen, 2015). These all things
happen between the customers and company. With the interactive order procession SRL can
increase their credibility in the market. They can bring transparency in the process and with the
use of technology it brings efficiency in the data management while insuring that customer is
well aware about his order. With this the customer will able to track his order and make him
satisfied. Smart Restoration Limited can use three tier of architecture to make process more
efficient.
 Presentation Tier:- This is the information in the form of presentation which is shown to
the people.
 Application Tier:- It ensure that all the things are done in right manner and sequence,
although with this it also examines the information attached to it.
 Data Tier:- It highlights the history and current order summary.
Smart Restoration limited has a website where any person who wants to buy furniture can go
there and can search his requirement. For the assistance the company has given the facility of
online consultant (Karjaluoto, Mustonen and Ulkuniemi, 2015). It is the duty of the Smart
Restoration limited to ensure that that all the customers are satisfied with their services and for
this they have continuously comes with certain activities which focuses on measuring the
requirements of the consumers. To satisfy almost every customers it is necessary that they have
to make their services user friendly and the one thing where they have to put more efforts is the
order processing part. All the things are done in the following ways:-

 Search/Browse:- It is the initial step where the consumer look for the products when he
is online and also looks for the deals where he is getting good products at discount rates.
The customers will look for the products till he finds an appropriate item for him.
 Shop/Order:- This is the stage where they have decided to buy the product which is
fulfilling their requirements. But before making any purchasing decision they checks the
price and warranty of the product which he or she is buying.
 Payment/Buy:- The consumer add the product to the cart which they have to buy and
after that they go for the payment option. SRL has given various payment option from
credit card, cash on delivery and debit card.
 Delivery:- This is the process where product reaches to the customer with the help of the
logistics company which has made the contract with Smart Restoration Limited. To make
the delivery option efficient they offer “tracking your product” feature, which helps the
customers in knowing where their product has reached. All the product will be delivered
at the address provided by the shopper.
After that the product is delivered and along with certain feedback about the product is also
taken. Through the interactive order processing SR limited can ensure that they develop
credibility in the minds of customers. Customers will be given freedom to change their order and
track it so that they get a satisfaction feeling.
Following are some of the advantages of interactive order processing for SR Limited:-
 Speed:- Through use of modern interactive order processing the customers of SR limited
waiting time will be reduced. The users will be able to understand and view up to the
minute stock levels.
 Faster Shipping:- If the order processing system will be good then it will give SR
limited to easily send orders straight to warehouse without needing to re key the order.
Thus there is reduction in the error and decrease in the warehouse costs.
 Placing orders from anywhere:- It gives SR limited to process the orders from
anywhere in the world.
 Reduction in the Accounting Costs:- It is observed that Data entry takes time for SR
limited and to manage the data manually takes times but with the use of interactive order
processing the accounting costs will be reduced.