Internet Marketing Strategies and Business Applications Report

This report delves into the multifaceted world of internet marketing, exploring its pivotal role within the modern marketing context. It examines how businesses, specifically EasyJet and Tesco, leverage internet marketing strategies to enhance efficiency, effectiveness, and overall success. The report details the benefits of internet marketing for customers, including increased accessibility and convenience, while also analyzing the opportunities for businesses within the marketing mix. Furthermore, the report addresses the challenges of globalization in the digital age and evaluates the effectiveness of internet marketing in meeting customer needs, providing a comprehensive overview of the subject. The report covers topics like the integration of the marketing mix, the evolution of marketing tactics, and the impact of the internet on businesses and customers.

INTERNET MARKETING
IN BUSINESS

Table of Contents
INTRODUCTION .............................................................................................................................3
TASK 1 ..............................................................................................................................................3
P 1 Describe 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 Explain the benefits to customers 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 Tesco .......................................................................................................6
P 5 Explain how internet marketing has made a selected business more efficient, effective and
successful.......................................................................................................................................7
P 6. Explain the challenges of globalisation facing a selected business when using the internet
as a marketing tool........................................................................................................................8
TASK 4 ..............................................................................................................................................9
D 1 Evaluate the effectiveness of internet marketing in meeting customer needs for Tesco........9
CONCLUSION .................................................................................................................................9
REFERENCES ................................................................................................................................10

INTRODUCTION
Internet marketing is sometimes treated as a separate type of marketing but, in this unit,
learners will find that the underpinning marketing principles remain the same and are enhanced
and supported by new technologies. The nature of technological development is such that
information and communications technology (ICT) can seem to move faster than the market itself,
so products and technologies are out of date almost as soon as they reach the mainstream customer
(Bianchi and Mathews, 2016). In this report learners will be introduced to the main areas of
marketing that have been affected by the internet.
They will look at how the promotional aspects have been transformed, how product
development has been speeded up and even how new products have resulted from the existence of
the internet itself. They will also learn how information can be used to enable a better match
between the customer and the product (Valaei and et.al., 2016).
TASK 1
P 1 Describe the role internet marketing has within a modern marketing context
The basic definition of marketing is the process of finding out what customers and the
continuous goal of meeting their requirements. A new kind of marketing has become vital for the
sales results of a company is e-marketing, or internet marketing. The scope of e-marketing is very
broad and by this way of marketing a business can reach more potential customers (Mathews and
et.al., 2016). A few examples of the developments of internet marketing and or advantages are:
 The collection of marketing research information can easily be undertaken through internet
surveys.
 New methods of promotion are available, like having links from other sites and banner
advertising.
Explanation of the marketing mix (7 Ps) and how internet marketing integrates in the
different tactics.
The seven Ps of the marketing mix are used by businesses to create a tactical mix designed
to achieve the business’ goals and objectives. The classic marketing mix consist of only four Ps,
while the extended, modern one included seven (Gregory, Ngo and Karavdic., 2017).
The seven Ps are:-
Product:- The ‘product’ aspect of the marketing mix is, not surprisingly, about the product
itself. In modern marketing this function considers the features of a product offered to a market.
Internet marketing integrates in this aspect with the advantages that internet has. More dynamic
pictures or 3D models of the product makes that people can ‘touch’ the product more than in a TV

commercial (Mathews and et.al., 201).
Price:-Normal price strategies are e.g. penetration pricing, destruction pricing and
discrimination pricing. The use of internet introduces a whole new tactic: dynamic pricing (or
fluid pricing). This means that customers can gain cost savings by making use of the internet’s
ability to alter pricing in real time to reflect the market conditions (Ismail and et.al., 2017).
Place:-The place where the product is sold has always been a very difficult decision. The
product, price and even the promotion of it can be superb, if the selling place is not right, people
won’t buy the product. Internet has several advantages in this area because the internet is
accessible everywhere nowadays (Bianchi and Mathews., 2016).
Promotion:-The promotion of a product is the way of bringing the product to the attention
of potential customers. Most common ways are/were mass media like the newspaper and
television. This kind of promotion is a so called ‘push’ method. All communications push mass
marketing messages out from a business, in one direction, the internet is a pull medium (Ismail
and et.al., 2017).
People:-People are a key factor in selling a product. Some shops have nicer personnel than
others, and it often plays a role in your decision to buy your product (there) or not. The messages
on the inter are always ‘personal’, they come in a one-on-one way of communicating (Gregory,
Ngo and Karavdic, 2017).
Process:-Processes are quite important too. You have to ‘invite’ or ‘encourage’ your
customers to buy the product by making it easy for them to do so. The internet has a big advantage
with that already, because people can buy products from home instead of having the need to go to
a store.
Physical evidence:- Like I already explained in an earlier section, internet marketing has
lots of advantages and benefits for airline company Easy Jet. Concluded, Easy Jet can now reach a
wider market, targeting and segmentation has been improved and they often have no need of using
intermediaries, which saves money. The internet extends all possibilities of promoting because it is
digital and always up to date. Internet marketing is nowadays a medium that cannot be missed.
P 2 Describe how selected organisations use internet marketing
The Internet provides the most cost-effective distribution channel, Easy Jet's has
aggressively pursued its strategy of encouraging passengers to book their seats online.
Here are some examples of the ways in which Easy Jet's encourages people to book via the
Internet (Bagautdinova, Belikov and Murtazin., 2016).
 Easy Jet's first pioneered the concept of offering a discount to Internet customers, an
initiative that has been widely copied by competitors. Any Easy Jet's promotions are

exclusive to the Internet, so that customers must get online if they wish to take advantage
of discounted fares.
Website evaluation:- Building e-business focused web content requires deliberate
business as well as technological considerations. Easy Jet.com in terms of an online travel
resource is a comprehensive web-site designed to deliver a host of services without redundant
graphics or advertisements to distract its visitors. For example a visitor booking a flight will first
insert the date of travel, destination, and check for its availability; then moves on to make the final
booking/purchase. There is enough information on each page to support the requirement of the
visitor without abstract marketing banners to detract real buyers (Cadotte, 2016).
Layout and design:- The website’s visual appearance, layout and structure, attractiveness,
organization and, proper use of fonts, colour and use of multimedia play a major role in visitor’s
impression about the website, the products and service it offers (Valaei and et.al., 2016).
Simple graphics appears in the symbols for different topics in the website. Photos for hotel,
some cities and cars are used related to page displayed. In my opinion it’s good not to use so
sophisticated multimedia like animation flash which could be annoying to the customers if used
extensively and it could affect the performance of the website and the speed of website response.
TASK 2
P 3 Explain the benefits to customers of a business using internet marketing
Internet marketing keeps consumers current:- If the digital era has shown the world
anything, it’s that technology develops at incredible rates. We seek and consume information
faster than ever. Consumers want relevant, engaging, and newsworthy content on demand. This
means they expect to receive news about your industry as soon as it occurs, statistics about your
industry, and other relevant information as it emerges (Bianchi and Mathews., 2016).
Internet marketing ensures consumers can find what they need to stay up-to-date. This sets
the bar high for business owners, but with the right strategy, your Internet marketing efforts have
the potential to generate explosive growth.
Internet marketing gives consumers many options:- The Internet offers consumers a
greater variety and choice than they’ve ever had before. In this way, Internet marketing is a huge
benefit to consumers on a global scale. People are able to find exactly what they need and have it
arrive at their door faster than ever. Access and convenience are tremendous boons to consumers.
The customer now be a part of their information-seeking process by establishing yourself as an
authority that freely gives away information to help them. You’ll build trust and establish yourself
at the forefront of a growing market that increasingly looks to you for guidance (Ran, Huang,

Wang, Zhang, and Song, 2016).
Internet marketing provides 24/7 access:- The Internet never closes. Consumers can find
information about your business at any time of the day. This effectively gives them
unlimitedBagautdinova, N. G., Belikov, N. S. and Murtazin, A. A., 2016. Internet Marketing as a
Factor of Development of Small and Medium Business in Conditions of Economic Crisis.
Academy of Strategic Management Journal.15. p.50. access to your brand, allowing you to engage
potential consumers at 3:00 a.m., if they want. When they do it doesn’t matter — it only matters
that you’re available.
Internet marketing reduces your carbon footprint:- Sustainability is a growing hot-
button topic. Fortunately, Internet marketing gives you a chance to reduce your company’s carbon
footprint with no extra effort, primarily because:
 Society uses less paper as more marketing campaigns shift to digital.
 Marketers can work from anywhere, cutting down on fossil fuel use.
 Online shoppers don’t need to drive to stores to find what they want.
TASK 3
P 4 Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a Tesco
Benefits and opportunities of Tesco's internet marketing within the marketing mix.
Price
Tesco's benefits:-Tesco have complete control over how they price their products, this
illustrates Tesco's value as they depend on the products they choose.
Tesco's opportunities:-Tesco offer the availability of food to buy immediately which is to
maximise their shelf life (Gregory, Ngo, and Karavdic., 2017).
Product
Tesco's benefits:-Using internet marketing allows extra and additional product information
online so that customers can make an easier decision.
Tesco's opportunities:-Being online allow Tesco to display their products easier and
appealing, because in store there is always a risk of not having enough space, being too cluttered,
not having enough stock to to fill the store etc (Mathews and et.al., 2016).
Place
Tesco's benefits:-Having internet marketing is essential now a days for businesses if they

want to be successful because mostly everyone is using the internet now which is how things get
spread almost instantly. Social media sites e.g. Twitter, Facebook, instagram are commonly used
by businesses to get people to be aware of their business (Bagautdinova, Belikov and Murtazin,.,
2016).
Tesco's opportunities:- The opportunities arise for Tesco's fan base to get wider and reach
a greater field of more people.
Promotion
Tesco's benefits:- Operating Tesco's website is much cheaper than maintaining the
physical store because you have to pay for the up keeping of the physical store as well as various
things such as electricity, rent etc (Cadotte., 2016).
Tesco's opportunities:-To get more promotion and advertising across their website, they
could use banners across the website to catch peoples attention.
People
Tesco's benefits:-Being online means that they need less staff to run it which is saving
Tesco money, which results in fewer employees being needed in the physical stores due to the
increase in online shopping because of Tesco's website.
Tesco's opportunities:-Setting up online chat rooms that are connected to Tesco's website
would be super beneficial for Tesco along with their customers because this allows customers to
give their feedback, opinion and general information about Tesco as well as Tesco being able to
access this information and can improve their business based on the information received.
Physical evidence
Tesco's benefits:- On Tesco's website, they have directions to each physical store they
have which helps people locate which store is nearest to them and makes it easier for people.
Tesco's opportunities:- This is beneficial because it will save customers time as they can
just go directly to the location in the store where the product they want.
Processes
Tesco's benefits:- Tesco have a ordering system online for product stock which allows the
stock level to never go below a certain level.
Tesco's opportunities:- New and quicker ways for delivery options and delivering should
be thought off.

P 5 Explain how internet marketing has made a selected business more efficient, effective and
successful
Internet marketing has helped to improve the efficiency and efficacy of Tesco majorly.
Tesco's has drastically changed because of internet marketing in many ways. I will be explaining
the various changes that have been made to Tesco and whether they were successful or not.
Efficient:-Efficiency is the comparison of what is actually produced with what can be
achieved with the same consumption of resources such as; time, money etc. Tesco use their
website to promote their business as well as using our promotional methods like YouTube,
banners, websites, advertisements etc. This allows Tesco to reach out to a wide audience in a short
amount of time. Efficiency has increased by using internet marketing because, Tesco can email or
post updates, information, deals etc to their customers which are filtered to pick the appropriate
customers (Human, Bick, and Singh, 2016).
Effective:- Using internet marketing is effective because it allows Tesco to not have to
have anymore stores which saves them a massive amount of money which can be put into the
customer service, quality of products, delivery etc. Being online reaches a wider and new audience
because they will be able to offer delivery for people who may not have been bale to access or
travel to one of the physical stores. Additionally, using internet marketing reduces the cost for staff
because they do not that many staff as the business will be half run online. This means that Tesco
are saving money because it takes a few seconds to communicate through electronic devices
which saves time and money for Tesco (Valaei, and et.al., 2016).
Success:-As well as Tesco using internet marketing to be efficient, its also made Tesco
become the successful well-known business we know. This is due to multiple factors which I will
be explaining.
Tesco are an extremely successful and well know business, which is due to multiple
reasons. One of the reasons is due to their efficient pricing, as they are consistently offering new
deals and offers on products to constantly entice customers on products that aren't selling so well
as they would like. Tesco does this by using web analytics to look at what products most
customers purchase and what products are the most popular and which aren't selling at all. They
then do a appealing deal/offer on this product that they feel will entice customers (Bagautdinova,
Belikov and Murtazin., 2016).
P 6. Explain the challenges of globalisation facing a selected business when using the internet as a
marketing tool.
Challenges of internet marketing Globalisation discussed below:- This is the process of
the world becoming interconnected as a result of massively increased trade which the world is

becoming increased the production of goods and services (Bagautdinova, Belikov and Murtazi.,
2016).
Managing overload of market feedback:-One challenge that Tesco face from being
global, is that their website can have information fatigue. It may not be 100% accurate and trustful
all the time which is misleading to the customers and Tesco can get sued for providing inaccurate
information and data. Tesco will need to decide which information is useful which is done through
data systems and market segmentation. Feedback includes things such as opinions, concerns,
praises, reviews, questions etc. Tesco can manage their feedback by having a FAQ page on their
website, which is frequently asked questions by customers to give the most asked and most
popular questions on one page to save customers from constantly asking the same questions
(Gregory, Ngo, and Karavdic., 2017).
Meeting higher customer expectation:-By Tesco having a website and using internet marketing,
it has increased the customer service Tesco's offers and the expectations of the businesses. There
are various factors that Tesco have to think about though such as; secure payment,
communication, quick delivery, competitive pricing etc. Tesco need to keep up with their
competitors and keep on top of the other successful supermarkets otherwise they will lose their
customers to their competitors because it is a constantly changing market (Valaei and et.al., 2016).
Security and payment methods:-This is a huge problem for some customers, as they are
unaware of whether it is safe to give their bank details out online. They are concerned about
payment security due to the amount of hackers, fraud and scams that are occurring now a days.
They feel hackers can access their information through viruses which can put some customers off
from purchasing products online as they would rather go into store than give their security details
out online which can stop Tesco's from receiving online purchases (Cadotte, 2016).
TASK 4
D 1 Evaluate the effectiveness of internet marketing in meeting customer needs for Tesco
Tesco has been successful at meeting customer needs using internet marketing as they have
thoroughly utilised it to improve customer service for a large target audience. Tesco has also made
use of responsive transactions; this is a key need for a lot of customers as the internet allows them
to shop 24/7, without the need of staff and in the comfort of their own home. The internet also
allows Tesco to update the knowledge of their customers before they buy; this helps customers
make more informed decisions before they buy (Gregory, Ngo and Karavdic., 2017). Tesco’s
website is also very smooth, non-faulty and easy to navigate; making it a useful tool for customers
who may not be able to leave the house because of disabilities or because they are engaged and do

not have the time to travel to physical stores (Bianchi and Mathews, 2016).
CONCLUSION
In conclusion, Internet marketing offers Tesco many different opportunities including deals
and promotions through emails and the post. However, Tesco also face many challenges due to
internet marketing such as; the delivery time is too long to deliver to some countries which can
make their customer service negative. However, Tesco also face many challenges due to internet
marketing such as; the delivery time is too long to deliver to some countries which can make their
customer service negative.

REFERENCES
Books and Journals
Bagautdinova, N. G., Belikov, N. S. and Murtazin, A. A., 2016. Internet Marketing as a Factor of
Development of Small and Medium Business in Conditions of Economic Crisis. Academy of
Strategic Management Journal.15. p.50.
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in Chile.
Journal of Business Research.69(2). pp.426-434.
Cadotte, E. R., 2016. Creating Value in Marketing and Business Simulations: An Author’s
Viewpoint. Journal of Marketing Education.38(2). pp.119-129.
Gregory, G. D., Ngo, L. V. and Karavdic, M., 2017. Developing e-commerce marketing
capabilities and efficiencies for enhanced performance in business-to-business export ventures.
Industrial Marketing Management.
Human, G., Bick, G. and Singh, A., 201s6. Strategic drivers of a network-orientated approach to
the organisation of marketing in business-to-business firm. Management Dynamics: Journal of
the Southern African Institute for Management Scientists.25(3). pp.33-45.
Ismail, S. and et.al., 2017. Internet Marketing Strategy for Furniture Industry: A Research Based
Ergonomics Sofa. In Advances in Human Factors, Business Management, Training and
Education (pp. 571-579). Springer International Publishing.
Mathews, S. and et.al., 2016. Internet marketing capabilities and international market
growth.International Business Review.25(4). pp.820-830.
Ran, Q., Huang, L., Wang, Y., Zhang, C. and Song, X., 2016, July. Content analysis of we media
marketing. In Logistics, Informatics and Service Sciences (LISS), 2016 International Conference
on (pp. 1-7). IEEE.
Valaei, N. and et.al., 2016. The effect of culture on attitude towards online advertising and online
brands: applying Hofstede's cultural factors to internet marketing.