Internet Marketing: Business Efficiency, Effectiveness, and Success

This report provides a comprehensive overview of internet marketing, examining its role within a modern marketing context, and illustrating how various organizations utilize it. The report delves into the benefits internet marketing offers to both customers and businesses, analyzing opportunities within the marketing mix, and highlighting how businesses like Nike and ASOS have leveraged internet marketing for efficiency, effectiveness, and success. It also addresses the challenges of globalization in internet marketing, and evaluates its effectiveness in meeting customer needs. The report explores topics such as pay-per-click advertising, search engine optimization, video marketing, customer shopping habits, product information, and pricing strategies. Additionally, the report covers the impact of internet marketing on areas like personalization, branding, and supply chain efficiencies.

INTERNET MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
P1. Describe the role internet marketing has within a modern marketing context......................4
P2. Describe how selected organisations use internet marketing................................................5
TASK 2............................................................................................................................................5
P3. Explain the benefits to customers of a business using internet marketing............................5
TASK 3............................................................................................................................................6
P4. Describe the benefits and opportunities to the business of using internet marketing within
the marketing mix of a selected business.....................................................................................6
P5. 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.......................................................................................................................8
TASK 4............................................................................................................................................8
D1. Evaluate the effectiveness of internet marketing in meeting customer needs for your
selected business..........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Internet marketing, or online marketing, refers to advertising and marketing efforts that
use the Web and email to drive direct sales via electronic commerce, in addition to sales leads
from Web sites or emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising such as radio, television, newspapers and
magazines. The present report covers the role of marketing and use of internet marketing for
creating competitive edge of the businesses.
P1. Describe the role internet marketing has within a modern marketing context
 24/7 Presence-One of the biggest advantage of online business is that they don't have to
worry about time because they are available 27/ 7 no risk of losing customer. The website
can provide all the information that customers need can see the latest product been
offered; it also saves people travel cost they can do shopping anytime with even thinking
about day and night.
 As we know ASOS is an online store and great advantage of no losing their customers
they have no worries like other shops; that if they close the shop they will loss their
customers (Johnson and Scholes, 2003).
 Offer Convenience-Internet is more convenience then going somewhere else to buy or
find out something because it's just one click of a button and all the information will
come in front of the screen we need; it's much better than ringing a company and waiting
in the queue talking to or ask then about their product. Some customers prefer website
rather than taking or travelling which is quicker and best service.
 Online business not always successful because ASOS website, friendly service and latest
products everybody wanted to do their shopping their because it's easy and straight
forward. When we go to a shop we have to wait in the queue but in ASOS it's not like
that; you just select a dress and pay no waste of time (Williamson, et al, 2004).
 Add Value and Satisfaction-By offering convenience, a point of reference and that
touch of Individualised customer service, ASOS already have concentrated on it for
example they have covered up all the social network to attract their customers towards
them. They also get lots of feedback from their customers.

P2. Describe how selected organisations use internet marketing
 Pay Per Click-Pay per click (PPC), is an internet advertising model used to direct traffic
to websites, in which advertisers pay when the ad is clicked. PPC is an excellent way to
get your advert seen by people, and because you only pay for those who actually click
your link it means that you can be reasonably sure that you are only paying for people
who are interested in what you have.
 SEO-Search engine optimization (SEO) is the Deliberate Organization of your website so
it shows up in the search engine results (Palmer and Hartley, 2006). There are a lot of so
–called SEO experts around who will promise to get your business to the top of the
search engines.
 Create content that is relevant to keywords and phrases that your customers use, again,
you can check Google Adwords to see how many people use certain phrases to make sure
they’ll benefit you. It’s also important to get other sites to link to you to show that people
appreciate your content and want to share it. Good SEO is an ongoing job but will come
into its own in the long run when high quality visitors start to find your site (Worthington
and Britton, 2006).
 Video Marketing-Video is one of the fastest growing areas of online marketing. Not only
is it popular with people who prefer watching to reading, it allows you enormous
flexibility to present your business in a way that just isn’t possible through words alone.
YouTube is the second most popular search engine after Google, and it’s free to host your
videos there as well as many other video sites. Facebook now also encourages videos to
be uploaded directly to your timeline there so that they play automatically in your
followers’ news feeds.
TASK 2
P3. Explain the benefits to customers of a business using internet marketing
 Customers Stay Updated- The internet has changed customer shopping habits and with
rapid technological developments accessing the internet has become easier than ever.
People can access the internet whenever and wherever they like.
 Instant Comparisons - Customers Can Compare Prices and Features. One of the greatest
advantages for the customer is that they can compare products or services they wish to

purchase from the comfort of their own homes. Instead of having to visit a number of
different retail outlets, the user simply has to open different internet window tabs to
compare prices or features of the product/service they wish to purchase (Botha, Kourie
and Snyman, 2014).
 Clear Product Information For The Customer-Websites offer clear and consistent product
information to all internet users. There is little chance of misinterpretation or mishearing
what the sales person said as in a retail store. The internet has comprehensive product
information whereas in a shop the customer is reliant in the knowledge of their sales
advisor.
 Transparent Pricing Available 24/7-The price of products can be easy for the consumer to
find out ; customers can access pricing information from a range of sellers with a few
internet clicks. Customers can take advantages of pricing that may change regularly or
take advantages of special offers that last for a limited period as they can access pricing
information 24 hours a day/7 days a week (Bryman and Bell, 2015).
 Track Your Purchase and Choose Delivery Dates-Many websites allow consumers to
track their purchase from when it is ordered through to when they are dispatched and
delivered to them.
TASK 3
P4. Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business
 Personalisation - Products & Physical Evidence:Having customers to personalise their
products will create customers to buy the product they personalised with no hesitation,
Puma must let customers view product reviews, which shows 5 star ratings from other
existing customers who purchased that same product. This feature that other customers
personalise will help Puma to read the reviews and change any product or service to the
customer’s likings/satisfaction.
 Competition and Branding – Physical Evidence and Promotion-The benefits of branding
for Puma is that it creates are awareness to its customers on who they are, what they offer
to the customers and how the business makes the customers feel (Wetherly and Otter,
2014).

 Price – Dynamic Pricing-The benefit of price for Puma customers is that it can create
ease and simplicity for their customers for example Puma should use a price comparison
website such as www.pricerunner.co.uk that compares all off pumas products for
customers to find a good budgeted price for them. Also Puma should personalise the
prices on their website so that it is updated regularly.
 Place – Search Engine Optimisation (SEO) and social media-The key and most important
benefit of Puma establishing and creating their business online and using also (SEO) will
reduce cost; it will be less time consuming and create simple access for online customers
to search engines and social media.
 Advertising/Sponsors – Promotion-Online advertising/promotion has benefited Puma to
create as much awareness so that their potential targeted customers will know they are
around and still running.
P5. Explain how internet marketing has made a selected business more efficient, effective and
successful
Internet marketing has offered Nike more efficiency, effectiveness and successfulness as
with internet marketing supply chain efficiencies have been offered as buying and selling has
become more smoother, faster and can substantially save on costs and get their product to the
markets more quickly. Internet Marketing has allowed Nike to procure online with this they can
purchase the materials instantly making the process of their production of finished goods quicker
which offers them the efficiency of time saving (Storey, 2016).
Also internet marketing has offered Nike customer power as they have a wide range of
choice in buying materials which has made them efficient in cost saving as they can procure
form cheaper suppliers and be in contact with new suppliers which they wouldn’t have reached
offline. These efficiencies have made Nike effective as they know produce goods quicker and
effectively sell them online for private customers to buy. Also with internet marketing Nike more
successful as they gain immediate cash sales before delivering the product so no credit is
delivered whereas with internet and online choice they can be given credit from their suppliers
making them effective in improving cash flow.
Internet marketing provides efficiency in the physical evidence as with internet marketing
Nike can allow customers to view the product online which makes it efficient as it saves time for

customers to go physically in every shop and view the product they can just view it online form
home. This is effective as they can compare the products with other businesses and if Nike
provides better quality products and cheaper prices than business like sports direct or JD sports
this would anticipate customers decision to use Nike (Belás, Bartos, Habánik, and Novák,
2014). This increases the sales and brings new customers as well as existing customers to the
business making it successful in earning a profit.
P6. Explain the challenges of globalisation facing a selected business when using the internet as
a marketing tool
While internet marketing has numerous opportunities, there are also challenges that
marketers must face. Some of those are included here. Reputation control-Because you are putting your brand or business out there for the
world to see, there may be places where the comments or reviews you receive will not be
exactly positive. Use this as an opportunity to address these problems head-on with the
customer as well as making your business better (Peh, 2009).
 Dealing with multiple devices-Today's consumers are not sticking to one internet-
connected device. They're on their desktop or laptop computer at work, but checking their
mobile phone or tablet at home. Your content, whether website or email newsletter, must
be designed with these multiple channels in mind for clear, concise design and easy
navigation. You must also work toward integrating your marketing efforts across all
channels, both traditional and digital, to present a unified, cohesive message.
TASK 4
D1. Evaluate the effectiveness of internet marketing in meeting customer needs for your selected
business.
Internet marketing is very beneficial to all customers as it is successful in meeting their needs.
Internet marketing has many kinds of benefits that prove to be advantageous to customers
because it makes everything so easy for them, and allows them to fulfil their needs without
leaving the house.
There are many benefits of internet marketing to customers that fulfil their needs. One
major way their needs are fulfil is 24 hour presence which allows customers to spend more time

shopping not worrying about closing times or them been turned away as its closing time. AS OS
are available to customers 24/7 which means customers can visit their website at any time of the
day, because there's no time limit (Riley, 2012). This has a big hand in meeting the needs of a
customers because normally a person will have to shop according to the closing and opening
times of a shop. But now thanks to internet marketing customers are allowed to do most of their
purchasing through the internet, and that to when they are free with time to spend shopping and
relaxing at the same time. Internet marketing allows customers to shop according to the time
most suitable for them. There is no time limit or any other restrictions, so customers can do what
ever they want, when ever they want, without worrying about closing times.
24 hour presence allows customers to search for what ever they are looking for freely.
There's no restrictions what so ever. This then allows customers to look for the right products
and goods they want, taking as much time they want. At ASOS they have a search engine into
which customers can write what they are looking for and will be given searches that match their
needs and wants. With this possible, it saves the customers time because they don't have to
browse through a lot to find what they what, it sort of cuts the number of searches they have to
do (Lasanthaw, 2012).
CONCLUSION
The aforementioned report concludes that customers always stay updated through emails
or through their website. This means product information is sent to customers always keeping
them updated about anything new happening or any latest fashion trends. This is helpful to the
customers as they will be aware of everything new going on. With the internet now becoming
available to customers through their phones, they will be updated almost in real time.

REFERENCES
Journals and books
Johnson, G. and Scholes, K., 2003, Exploring Corporate Strategy, Prentice- Hall of India Private
Limited, New Delhi.
Williamson, et al, 2004, Strategic Management and Business Analysis, Butterworth-Heinemann,
Oxford.
Palmer, A. and Hartley, B., 2006, The Business Environment (5th edi.), McGraw-Hill
Education, Berkshire, UK.
Worthington, I. and Britton, C., 2006, The Business Environment (5th ed.), De Monfort
University, Leicester.
Botha, A., Kourie, D. and Snyman, R., 2014. Coping with continuous change in the business
environment: Knowledge management and knowledge management technology. Elsevier.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Wetherly, P. and Otter, D., 2014. The business environment: themes and issues in a globalizing
world. Oxford University Press.
Storey, D.J., 2016. Understanding the small business sector. Routledge.
Belás, J., Bartos, P., Habánik, J. and Novák, P., 2014. Significant attributes of the business
environment in small and meduim-sized enterprises. Economics & Sociology, 7(3), p.22.
Online
Peh, E., 2009, Economic system [online], June 20, 2009, Available from:
http://btechnd.blogspot.com/2009/06/explain-how-economic-systems-attempt-to.html
[Accessed: 04/05/2017].
Riley, G., 2012, Government intervention-competition policy [online], Available from:
http://www.tutor2u.net/economics/revision-notes/a2-micro-competition-policy.html
[Accessed: 04/05/2017].
Lasanthaw, 2012, Objectives of Public and Private sector organizations – A comparison
[Online], August 3, 2012, Available from: http://lasanthaw.hubpages.com/hub/Objectives-
of-Public-and-Private-organizations-comparison [Accessed: 04/05/2017].