Report on Internet Marketing: Opportunities, Challenges, and Success

This report provides a comprehensive overview of internet marketing, also known as data-driven marketing, exploring its various functions and applications in the digital age. It delves into the core functions of internet marketing, including web advertisement, online sales channels, marketing research, and customer communication, emphasizing their role in engaging customers and driving sales. The report highlights the importance of internet marketing, emphasizing convenience, reach, cost-effectiveness, personalization, and relationship-building capabilities. It further examines the opportunities internet marketing presents within the marketing mix (product, place, price, and promotion), and its role in achieving business success through strategic planning, effective content creation, and the utilization of various online channels. The report also addresses the challenges of globalization, technological changes, managing market feedback, security concerns, and channel conflicts. Finally, it concludes by assessing the effectiveness of internet marketing in providing customers with convenience, price comparison options, and a wide selection of products, ultimately contributing to business growth and customer satisfaction.

INTERNET MARKETING

Table of Contents
INTRODUCTION....................................................................................................................................................3
TASK 1.....................................................................................................................................................................3
P1 Functions of internet marketing.....................................................................................................................3
P2 Use of internet marketing..............................................................................................................................4
TASK 2 ....................................................................................................................................................................4
P3 Importance of internet marketing..................................................................................................................4
TASK 3.....................................................................................................................................................................5
P4 Opportunities of internet marketing in marketing mix..................................................................................5
P5 Role of internet marketing in achieving success...........................................................................................6
P6 Challenges of globalisation...........................................................................................................................6
TASK 4.....................................................................................................................................................................8
D1 Effectiveness of internet marketing..............................................................................................................8
CONCLUSION........................................................................................................................................................8
References................................................................................................................................................................9
..................................................................................................................................................................................9

INTRODUCTION
Internet marketing is also known as data-driven marketing. It is used for the
marketing of goods and services via electronic medium. Products are sold mostly on internet
or by using mobile phones, display advertisement and by other digital technologies. It is
developed since 1990's and 2000's that changed the way of businesses and brands use
technology for marketing. As its platforms are increasingly incorporated into marketing plan
and everyday life and as people use digital devices in place of visiting shops, it become more
easy and efficient (Chaffey, 2010). Examples of internet marketing such as search engine
optimization, search engine marketing, content marketing, content automation, campaign
marketing, e-commerce marketing, social media marketing, social media optimization etc.
It refers to advertising and marketing efforts that use the web and email to generate
directs sale by way of electronic commerce, web sites or emails. These efforts are typically
used in conjunction with traditional types of advertising like radio, television, newspapers
and magazines.
TASK 1
P1 Functions of internet marketing.
Web advertisement- It is one of the medium of business use to engage the
customers. It provides a platform to place advertisements with the possibility to reach
millions of customers around the world. There are many of advertisement options are
available on the web, you can place your advertisement on most famous websites that are
appropriate for a particular business.
The web as a sale channel- It also provides the facility to retailers an additional
channel of advertisement to sell their products there. The capability of selling goods without
bearing the cost of rent out and stock additional retail floor space. It is also helpful for
entrepreneurs who want to manage low start-up cost.
Marketing research- Collecting informations regarding the preferences and habits of
customers is an important part of marketing. If you don't know that what is the needs of
customer like how much they are willing to pay for the goods and who are your competitors
then it is very difficult to offer right product to the market. The internet can be used by the

entrepreneurs to collect data by way of surveys based on web, email surveys and online tools
that can help you to track activities and preferences of users.
Communication and customer services- Building a base of loyal customers that
come again and again to buy products is important for the success of a small business. It can
help companies to improve their customer services by providing customers an additional
channel of communication which is available at all hours of the day.
P2 Use of internet marketing.
To depend on a solid business plan- Internet marketing is also help as a advisor to
assist an individual to see a copy of business plan to better understand the strategy for
entering into a particular market.
To flourish competitive advantage- Providing a sense of the competitive advantage
to an advisor will help to know how to best assist your start up. After creation of a solid
business plan also need a creative marketing plan that will help in launching of new products
and services.
To compensate advisors- Before having plan no need to ask for any expert to
compensate the individuals for their time and experience.
Not to take advantage of generosity- When an advisor help in new business by
using the time of that person wisely. It includes being organised, communicating regularly
and responding promptly.
TASK 2
P3 Importance of internet marketing.
Convenience- It enables to be open for business around the clock without worrying
about store opening hours or overtime payments for staff. Offering products on the Internet is
also convenient for customers, because you can browse your online store at any time and
place orders when it is convenient for them.
Reach- It can help to overcome barriers of distance. Goods and services can be sold
in any part of the country without setting up local outlets, widening your target market. It will
also help in building an export business without opening a network of distributors in different
countries.

Cost- Marketing products on the Internet costs less than marketing in a physical retail
outlet. It can help in ordering stock in line with demand, keeping inventory costs low.
Personalization- It enables you to personalize offers to customers by building a
profile of their purchasing history and preferences. By tracking the web pages and product
information that prospects visit, you can make targeted offers that reflect their interests.
Social - It helps to take advantage of the growing importance of social media. It helps
in taking advantage of the type of influence by implementing social networking tools in
internet marketing campaigns.
Relationships- The Internet provides an important platform for building relationships
with customers and increasing customer retention levels. When a customer has purchased a
product from any online store, you can begin the relationship by sending a follow-up email to
confirm the transaction and thank the customer.
TASK 3
P4 Opportunities of internet marketing in marketing mix.
The four P's of marketing mix which are product, place, price and promotion.
Studying them help in avoiding common pitfalls and in achieving success in digital world
(Gangeshwer, 2013).
Product- In the marketing mix product refers to services, brand or merchandise
features for them strategy has to be developed. Online marketing strategy can segmented into
two parts, decision around the fundamental features meeting customer needs and additional
features which are important to achieve the core benefit. It helps an Organization to do
market research through online focus groups, web survey, feedback forms, blog etc.
Price- It helps to improved price transparency which is important for organizations to
understand the price elasticity of demand, before pricing decision.
Place- It refers to path through which products reach the consumer. Organizations
devise channels as to reach widest customer base at minimized cost. The internet has changed
place element in the marketing mix. They are also developing websites that helps in the
particular requirements of a country. These specific requirements can be around language,
product mix and cultural difference.

Promotion- The promotion element of the marketing mix refers to the marketing
communication strategy used by the organization for advertisement of product and company.
It consists of advertisement, sales promotion, customer contact, public relation and direct
marketing (Nezamabad, 2011). The internet serves as additional and new communication
channel through which it can connect to consumers regarding product features.
P5 Role of internet marketing in achieving success.
To achieve success internet marketing is most affordable approach that can help in
obtaining leads and transform prospects into buying customers. There are various practices
which will help in achieving success through digital marketing are as follows-
Developing strategy is very essential which needs to be taken for promotion through
internet to achieve success. Appropriate metrics can be used to measure progress and also to
determine regardless of whether the campaign is meeting its goals.
Internet marketers get access to several channels to utilize the benefits. Each has their
particular amount of attractiveness that will help in targeting particular customers.
Old fashioned marketing and outbound marketing are gone. Content has to be relevant
and constructed in such a way it grabs the attention of those that look at it (Roberts and
Zahay, 2012). Images and videos can be used alongside a highly written article to present a
boost in engagement. The internet campaign must have creative, innovative and original
content . The more effective opportunities will support to focus on the largest possible target
customers.
It is possible to get feedback in regards to a campaign very quickly by use of internet.
This information can be used to increase targeting, and also making the campaign far better,
even though it is still live. Marketing professionals should have a good idea of metrics that
are the most useful to analyse. There are many types of information that can be used,
including visitor demographics and which kinds of social networking are reaching the very
best number of people.
P6 Challenges of globalisation.
There are many challenges faced by a business using internet marketing they are as
follows-
Keeping pace with technological change- Technology is always changing or
updating to work better or maybe to look better, to attract more people etc. Nowadays

technology is used nearly everywhere and has become very popular. Computers are one
technology that is used for many, many reasons by millions of people throughout the world.
The internet is very important and many functions within the internet are used and updated to
the internet to make ‘life easier’. keeping up with the market is also vitally important which
helps in the challenges that business particularly online organisations have to deal with to
achieve those aims and objectives (Salehi, and et. al., 2012). The market is changing all the
time so people’s opinions also changes and different within age groups. Internet marketing
supports to achieve objective by using forums, social networks, emails, other information
located on the internet, competitors etc.
Problems of managing overload of market feedback- Businesses that are situated
online receive more customer feedback than any other businesses. Feedback can include
compliments, complaints, and opinions on something basically it can be about anything a
customer desires to let the business know. It is a very good way of marketing and use to
achieve full advantage to satisfy a customer. Internet marketing allows businesses to use it
but many errors can occur like problem of managing the volume of individual/group
customer profiles.
Security of site information and payment systems- Online businesses are facing
this problem all the time as it includes customer’s personal details and also the businesses
itself. Internet is not always trustworthy like ‘others’ might be able to see or access to the site
and the payment systems (Shukla,2010. ). This also leads to another challenge that business
are faced with using internet marketing is...
Low customer confidence in payment security- Customers are concerned about
purchasing from the internet as they give vital and most important personal details that can
lead to create problems such as theft. Online businesses can only receive payment through
customer’s credit or debit card which many people are resistant to give.
Problems of channel conflict and ‘disintermediation’- It is also an issue occurred
for businesses to be considered for online businesses as problems can raise for suppliers to
understand that when using digital marketing businesses wants stock.

TASK 4
D1 Effectiveness of internet marketing.
It helps the customers to buy product online more cheaper than the traditional
markets. It also provides customers with the facility of comparing product with the similar
products available on different websites (Sinha, Ahuja and Medury, 2011).
This is one of the best thing among the facilities provided by the internet marketing
that a customer can purchase anytime unlike physical stores whenever they are free.
It provides all the products to satisfy the needs of the customers that help them in
increasing their growth which is good for every business (Taylor and Strutton,2010.)). If all
the products are provided online then people don't have to go anywhere to shop which
benefits the business and customer both.
Internet marketing helps in providing convenience to customers, not to go anywhere
to visit a number of store to see who will sell products at cheaper price. It also supports the
customers to compare prices and quality of the product.
CONCLUSION
It is concluded from the above report that internet marketing related to advertising and
marketing efforts that use the internet to sale products directly by way of emails, web sites
etc. it also used in advertising by different ways such as radio, television, magazines etc. Its
main function is to make strategies to satisfy the needs of the customers. It will also supports
the entrepreneurs to encourage them by sending emails including required link. It will also
the facility of all the time customer service. They fulfil the needs of their by use of
advertisement their products on their online websites that helps in increasing the growth
opportunities of a business. It will help then customers to buy a product at a cheaper rate than
a traditional market and also aids to provide the facility of comparing the similar product on
different websites on the basis of price and quality. As a result, by using internet marketing a
business can achieve its objective by satisfying customers.

References
Books and Journals
Chaffey, D., 2010. Applying organisational capability models to assess the maturity of
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196.
Fagerstrøm, A. and Ghinea, G., 2010. Web 2.0’s marketing impact on low-involvement
consumers.Journal of Interactive Advertising.10(2).pp.67-71.
Fritz, W., 2013.Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Gangeshwer, D.K., 2013. E-commerce or internet marketing: A business review from Indian
context.International Journal of u-and e-Service, Science and Technology.6(6).
pp.187-194.
Nezamabad, M.N., 2011. The impact and benefits of internet on marketing mix.Australian
journal of basic and applied sciences.5(9).pp.1784-1789.
Roberts, M.L. and Zahay, D., 2012.Internet marketing: Integrating online and offline
strategies. Cengage Learning.
Salehi, M., Mirzaei, H., Aghaei, M. and Abyari, M., 2012. Dissimilarity of E-marketing VS
traditional marketing.International journal of academic research in business and
social sciences.2(1).pp.510.
Shukla, T., 2010. Factors affecting'Internet marketing'campaigns with reference to viral and
permission marketing.IUP Journal of Management Research.9(1).pp.26.
Sinha, N., Ahuja, V. and Medury, Y., 2011. Corporate blogs and internet marketing–Using
consumer knowledge and emotion as strategic variables to develop consumer
engagement.Journal of Database Marketing & Customer Strategy
Management.18(3).pp.185-199.
Taylor, D.G. and Strutton, D., 2010. Has e-marketing come of age? Modeling historical
influences on post-adoption era Internet consumer behaviors.Journal of business
research.63(9).pp.950-956.
Online
Digital Marketing Experts. 2016. [Online]. Available through:
<http://activeinternetmarketing.co.uk/>. [Accessed on Date 5th June 2017].
Internet marketing. 2017. [Online]. Available through:
<http://www.webopedia.com/TERM/I/internet_marketing.html>. [Accessed on Date
5th June 2017].