Internet Marketing in Business: A Comprehensive Analysis

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Internet Marketing in Business
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Table of Contents
Introduction............................................................................................................................................3
Assignment – 1: From Offline to Online..............................................................................................4
Task 1 (P1, P2)......................................................................................................................................4
P1. Describe the role internet marketing has within a modern marketing context................................4
P2. Describe how selected organisations use internet marketing..........................................................6
Assignment - 2: Benefits of Internet Marketing....................................................................................7
Task 2 (P3, M1).....................................................................................................................................7
P3. Explain the benefits to customers of a business using internet marketing......................................7
M1. Analyse the benefits of internet marketing to customers...............................................................9
Assignment - 3: Pros and Cons of online marketing...........................................................................10
Task 3 (P4, P5, P6, M2).......................................................................................................................10
P4. Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business............................................................................................10
P5. Explain how internet marketing has made a selected business more efficient, effective and
successful.......................................................................................................................................13
P6. Explain the challenges of globalisation facing a selected business when using the internet as a
marketing tool................................................................................................................................14
M2. Analyse the marketing opportunities and challenges faced by a selected business when using
internet marketing..........................................................................................................................15
Task-4 the Ultimate Retail Therapy....................................................................................................16
Task 4 (D1)..........................................................................................................................................16
D1. Evaluate the effectiveness of internet marketing in meeting customer needs for your selected
business..........................................................................................................................................16
Conclusion...........................................................................................................................................17
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References............................................................................................................................................18
Introduction
Internet marketing can be defined by the marketing efforts or advertising which use the internet
or Web in order to drive sales with proper usage of electronic commerce (e-commerce). The
various methods that are used for internet marketing are pay per click (PPC), banner
advertisement and targeted email lists. These methods provide value to the advertisers. In this
study, the role and benefits of internet marketing in businesses has been discussed. The
assignment highlights the pros and cons of using online marketing for the purpose of business as
well as evaluates the efficiency of internet marketing in meeting the demands of the customers.
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Assignment – 1: From Offline to Online
For completion of this assignment, a range of internet marketing approaches that are taken by
various companies of the UK would be discussed. For this purpose, two organizations have been
chosen that are Arcadia Group and EasyJet. Arcadia group is a multinational retailer of clothing,
shoes and accessories and EasyJet is a renowned airlines organization based in UK.
Task 1 (P1, P2)
P1. Describe the role internet marketing has within a modern marketing context
As people are becoming more dependent on the internet businesses have changed their concept
to reach the people only through traditional ways like advertisements in newspapers, television
and radios and leaflets and banners. Businesses across the world have started to redefine the
business to business relationships (B2B) and the business to customer relationship (B2C) by
using the tools of internet marketing. Business organizations are thus having started to
incorporate internet marketing in their existing marketing activities. There are various roles of
internet marketing which discussed below:
Enhancement of business visibility: Modern business organizations use internet marketing to
enhance the visibility of their business. Search Engine Optimizations (SEO) is a tool that helps
organizations to increase their visibility in front of their customers when they search for the
products or services on the internet in a particular location (Girchenko and Ovsiannikova, 2016).
Business organizations also increase their visibility on the internet by promoting their posts and
profile in the social media platforms like Facebook, Youtube, Instagram, Twitter etc.
Easiest way to connect with the customers: Social media websites are a unique way to connect
with the customers. Nowadays business organizations are getting feedback from their customers
in the social media sites and updating them about the ongoing offers or the upcoming products of
the organization. It also helps in attracting new customers for the businesses.
Coping up with the increasing competition- Business organizations cope up with the
competition and gain competitive advantage by utilizing internet marketing. Many business
organizations are starting to develop online shops along with their offline stores (Mogos, 2015).
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This helps them to serve more people and reach the locations where there are no offline stores of
their business.
An innovative way of market research- Market research has become easier with the utilization
of internet marketing tools for businesses. By using internet, tracking the habits, preferences,
trends and demographics of the people has become easier (Reimers, et. al., 2016). This
information is vital for developing products that can meet the demands of the customers.
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P2. Describe how selected organisations use internet marketing
In the fast growing and ever changing digital era, the function of internet marketing has become
a major part of modern marketing. The concept of internet marketing not only provides IT
support to the business organizations but also helps by increasing the sales of the companies
(Kannan, 2017). For every organization internet marketing play a pivotal role and drives the
organization towards success.
Internet marketing of Arcadia group: Internet marketing of Arcadia is aimed to gain more and
more customers and they achieve their goal through their digital teams. The digital teams of
arcadia help it to manage the online content of the websites and social media profiles
(Arcadiagroup.co.uk., 2019). They help in showcasing the products, updating the blogs in a
manner that looks attractive to the customers. The digital design team gives a creative look to the
web pages, emails, the content of mobile applications and also fix a visual tone for all the brands
of Arcadia for winning the heart of their customers. A team of Analysts prepares a report on how
the customers are shopping with Arcadia and gives suggestions for betterment of their shopping
experience. Thus the digital teams of Arcadia Group take care of the shopping experience of the
customers and also enhances the digital and brand performance of the company.
Internet marketing of EasyJet: For increasing the visibility of their business EasyJet uses an
SEO so that whenever an individual search for flights on the internet, on the top of the results the
name of EasyJet is prompted. This increases the number of visitors to their website which
directly increases the number of customers (Easyjet.com., 2019). EasyJet also prepared a set of
frequently asked questions at their website so that customers can be benefited with the answers.
Via using the e-mail newsletter and alerts regarding the special discounts and offers EasyJet
keeps their customers updated about their services.
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Assignment - 2: Benefits of Internet Marketing
In this particular section, two organizations have been chosen that are KIA motors, an
automobile manufacturer based in the UK and the Morgan Motor Company which is a British
automobile manufacturing company. KIA uses the internet marketing strategy for the promotion
of their business whereas the Morgan Motor Company does not.
Task 2 (P3, M1)
P3. Explain the benefits to cusstomers of a business using internet marketing
Title: benefits to customers of a business using internet marketing
Internet marketing offers a business organization with various advantages. On the other hand it
also highly beneficial for the customers also. The benefits that the customers get from the
internet marketing strategy are discussed below with the examples from different organizations:
Better customer service: Internet marketing is quite cheaper than the traditional model of
marketing as there is no cost of transportation for the purpose of advertisement, no printing and
posting charges. This helps the organization to invest more money on the customer service
department and thereby the level of satisfaction of the customer's increases. For example, KIA
uses SEO for reaching customers in the easiest way. The organization also promotes their own
products by digital and video advertisement packages which help them to create more a attractive
and organized websites for the customers. This helps the customers to easily find out the
products they want. The customers can ask about any products or guidance through the website
of KIA and the customer service executives answer their questions quickly. On the other hand,
the organization Morgan Motors have to invest in the traditional ways of marketing which forces
them to invest less amount of money in the customer service (Morgan Motor Company., 2019).
24/7 presence: Internet marketing of the organization KIA helps its customers with the provision
of information about the services and products anytime and anywhere which is not possible in
only the traditional marketing approaches which are prominent in the organization Morgan
Motor Company.
Offer convenience: Internet marketing offers a range of convenience to customers (De Mooij,
2018). The customers can view the products and their specifications without coming to the
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stores. Customers can gather knowledge about the history of the organization KIA that helps
them to build trust for the company and rely on them. However, for Morgan Motor Company the
online presence of the brand name is very less and this affects its customers to gather less
knowledge about the company. This impact over the trust they have toward the company Morgan
cars.
Add value and satisfaction: With the help of analytics and digital metrics the organization KIA
can measure the satisfaction level of the customers easily. Tracking the satisfaction level on a
regular basis KIA can make improvements in their internet marketing strategies and thus
increase the overall performance of their business. This helps the customer in getting more
improved service from the organization (Karjaluoto, et. al., 2015). However, the Morgan Motor
Company which does not implement an internet marketing thus cannot track the level of
satisfaction through the digital metrics and analytics and have to rely on the traditional marketing
approaches which are time consuming and also more difficult.
M1. Analyse the benefits of internet marketing to customers
The benefits of internet marketing to the customers can be analyzed on the basis of the marketing
mix of the companies.
Product: The internet marketing of business organizations helps their customers to know about
the range of products they offer (Chaffey and Ellis-Chadwick, 2019).
Price: Through the information on the websites, occasional newsletters and alerts the customers
are able to know about the prices of the new products as well as the discounts on the existing
products. Internet marketing offers the customers with greater bargaining power as they are able
to compare the price, features and quality of the products with the competitors. This is very true
for the organization KIA whereas there is less bargaining power for the customers who shop at
Morgan cars.
Promotion: With the help of the internet marketing of a company, customers can easily know
about the ongoing promotion campaigns of the company. This creates a feeling among the
customers that the organization is improving its services as they are also improving the brand
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presence (Opreana, and Vinerean, 2015). This helps the customers in decision making regarding
shopping.
Place: Internet marketing of KIA helps it to improve its credibility which is very advantageous
for its customers. From the improved credibility of the business, the customers can get the signal
that the organization is reputed and trustworthy. This helps the customer in building trust for the
organization and gives them the feeling the shopping experience would be safe and easy
(Chaston, 2015).
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Assignment - 3: Pros and Cons of online marketing
Task 3 (P4, P5, P6, M2)
The aim of this report is to discuss the internet marketing activities of a business organization
and the pros and cons that the organization faces because of its internet marketing. For
completing this report the organization KIA is chosen.
P4. Describe the benefits and opportunities to the business of using internet marketing
within the marketing mix of a selected business
Benefits and opportunities in internet marketing at KIA within the marketing mix:
Price Benefits: Using internet marketing along with conventional marketing,
KIA is benefitted by having complete control over the prices of its
products. Depending on the market research information gained from
internet marketing, the organization can set the price of its cars by
comparing with the prices of the competitors (Weinberg et al., 2015).
Opportunities: By using the internet marketing as a tool of market
research, KIA can track the current trend of the market, demographics of
the people and their demands which would help the organization to
develop and launch new products. KIA can also modify their website
frequently to capture the attention of its customers.
Product Benefits: Internet marketing allows presenting detailed information about
every car of KIA which is not possible in the conventional marketing
processes. Customers also like to explore the huge range of products by
themselves anywhere and anytime they want by visiting the websites of
KIA or going through the newsletters, emails and alerts of the
organization.
Opportunities: By using the internet marketing the biggest opportunity
that KIA has is that it can present those models of cars that they cannot
present physically in front of the customers in their store because of
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having less space. KIA can also track the review of the customers
regarding their products in the social media pages which would help them
to make improvements in their upcoming cars.
Place Benefits: For securing a permanent space within the heart of the people
the organization KIA is using the internet marketing tool as a weapon. The
banners, advertisements, pay per click, social media contents, videos and
pictures help the organization in getting closer to its customers
(Yurovskiy, 2015).
Opportunities: Internet marketing offers KIA with the opportunity of
developing a wide fan base across the world which is only possible
through social media websites like Youtube, Facebook, Instagram and
Twitter etc.
Promotion Benefits: Internet marketing is very cost effective than conventional
marketing which involves advertisements in newspapers, televisions,
radio, banners and leaflets (Mathews et al., 2016.). Thus KIA is benefitted
by spending fewer amounts in brand promotion and it can utilize that
amount by investing in other business activities like R&D, Human
Resource and Customer Service.
Opportunities: For attracting the attention of people Kia can advertise on
big websites through banners and videos.
People Benefits: Internet marketing approach of KIA helps the organization to
reduce its investment in conventional marketing by recruiting fewer
people in for the purpose of advertisement and thus it is able to increase
the compensation and salary of the existing employees.
Opportunities: If KIA develops an online chat room on their official
website the customers can easily contact them and the employees also can
share their views with the management.
Physical Benefits: KIA has a well-organized and designed website which displays
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evidence beneficial information to its customers so that they can make a quick
decision.
Opportunities: KIA can develop a search option on their website which
would help its customers to search for a particular product or information
within the website.
Processes Benefits: Internet marketing of KIA serves it by reducing its expenses
recruiting multiple workers in their offline stores and also smoothens the
business processes.
Opportunities: KIA can internet marketing as the tool to gain competitive
advantage by shifting to customers of its competitors’ toward itself by
presenting them attractive offers on cars through the internet.
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