Internet Marketing Plan and Analysis: Smart Restoration Limited

This report provides a detailed analysis of internet marketing strategies for Smart Restoration Limited, a small business specializing in furniture sales and restoration. It covers essential elements of digital marketing, e-commerce, and e-business, examining the micro and macro environments influencing the company's operations. The report explores the internet marketing mix, comparing various online marketing tools like email, social media, and websites. It also delves into interactive order processing, search engine marketing mechanics, and the application of e-CRM. Additionally, the report includes secondary market research, design of an online survey, and outlines an internet marketing plan, along with a brief discussion of Pay-Per-Click advertising. The report aims to provide Smart Restoration Limited with actionable insights to enhance its online presence and customer relationship management.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing.............................................................................................1
1.2 Internet marketing mix..........................................................................................................2
1.3 Compare internet marketing tools.........................................................................................4
1.4 Determine the work of interactive order processing.............................................................6
TASK 2............................................................................................................................................7
2.1 State the different mechanics of search engine marketing....................................................7
2.2 E-Mail Marketing Newsletter...............................................................................................7
2.3 State the guidelines that depicts better online public relation...............................................8
2.4 State the use of digital media communities...........................................................................8
TASK 3............................................................................................................................................9
3.1 Conduct secondary market research......................................................................................9
3.2 Design an online survey......................................................................................................11
3.3 State the use of electronic customer relationship marketing(E-CRM) (Poster)..................13
TASK 4..........................................................................................................................................14
4.1 Prepare an outline of internet marketing plan for Smart Restoration Limited....................14
4.2 Brief about Pay-Per Click Advertisement(PPC) (PPT)......................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
.......................................................................................................................................................18

INTRODUCTION
Marketing is the sector which deals with interacting with consumer in delivering
knowledge about product and services. As there are modifications taking place in product and
services, so this is responsibility of marketing department to convey correct information. But
these days marketing is also performed through internet mediums (Auger and et. al., 2015).
There are many sources such as social media, mobile application, e- brochure, etc. are used.
These are time savy and can access 24*7. These approaches are good because they cover large
number of customers at a time. Through internet marketing there is use of techniques which is
effectve and significant for organisational growth and this is effective for analysing market and
according policies are farmed (Auger and et. al., 2015). This report is based on Smart
Restorations Limited which is small business deals in buying and selling official furniture. They
wants to promote their brand through internet mediums. In this report there is discussion about
concept of marketing through internet media, use of internet for promotion, marketing research
to support customer relationship management, designing of Internet marketing plan.
TASK 1
1.1 Elements of internet marketing
Definition of digital marketing-
Digital marketing means to market product and services with the help of digital medium.
There is use of internet which helps to perform marketing actions in more specific way. There is
use of some various internet channels such as social media applications, search engine
marketing, display advertising, etc.
Definition of e-commerce and e-business
E- commerce- E- commerce means performing business with the help of internet
medium. In these activities, Smart Restorations Limited sell and buy their products wit the help
of internet mediums. In this information and ideas are also transferred with the help of internet.
E- marketing- E- marketing means to market products with the help of online sources.
This is the latest techniques which is essential for knowing what changes can be made in
business operations more effective and interactive (Chaston, 2015). This is important for Smart
Restorations Limited to adopt internet marketing which help to compete with competitors and
create good image in market. Advertisement are also performed through internet sources.

Internet micro- and macro-environment
Micro environment- There are many changes taking place in business environment so
there are some elements which are directly related with business and this affects business
operations. In micro environment following factors are included- market place, customers, buyer
behaviour, competitor, supplier, intermediatory, etc. These factors are in control of managers of
Smart Restorations Limited (Fjell, 2010).
Macro environment- In this factors which are not in control of managers are considered.
It is important to know what can be done through which Smart Restorations Limited can perform
business operations in effective and significant way. In this following factors are included-
Social, Legal and ethical, Technological, economical, political factors (Rodriguez, Dixon and
Peltier, 2014). Due to change in such factors manager has to modify their decisions.
Benefits of internet marketing
Smart Restorations Limited has to use internet market to promote their services in
industry. There are various benefits of internet market. Some of them are discussed as under-
Reach and scope- Through internet marketing there is fast reachability to customers.
Scope of internet marketing is also more as it helps to market product and services with fast
speed.
Immediacy and Interactivity- Internet market is fastest source to convey information
about furniture to consumers. As many changes taking place in business operations so it can be
immediately deliver to consumer.
Targeting- As Smart Restorations Limited deals in buy and sell of official furniture,
hence through internet medium target consumer can be connected through them . This helps to
increase sales and profits (Isa and Wong, 2015).
Adaptive- These days internet sources are highly adapted in every field. It is important to
work according to market trends and hence image of Smart Restorations Limited can be
improved.
1.2 Internet marketing mix
Marketing is not easy there is us of various approaches through which managers of Smart
Restorations Limited can communicate with consumers (Chaston, 2015). There are many
changes which are taking place in marketing department so managers of Smart Restorations

Limited can use marketing mix. Marketing mix of Smart Restorations Limited is discussed as
under-
Product: Smart Restorations Limited deals in buy and sell of official furniture. It is
important to product furniture as per customer demand and at time (Fjell, 2010). There will use
of techniques which is effective for maintaining product life cycle, quality of product, etc. This
helps to increase goodwill as well as profits. Brand can be known by using good online
marketing strategies.
Place: Customer might ask to deliver furniture at specific location. In this case managers
of Smart Restorations Limited must use appropriate channel through which product can be
deliver on time. It is important to keep safety measure in mind (Joseph, Cook and Cook, 2015).
Price: As Smart Restorations Limited deals in renovation of furniture, so it is essential to
keep price factor in mind. Marketing measure must be use sources through which price can be
maintained and this helps to make good image in market.
Promotions: Promotion is also essential for promoting brand in market. Internet
marketing is one of the effective technique which help to perform business operations in
effective manner (Isa and Wong, 2015).
People: People are most important component in market. As Smart Restorations Limited
wants to promote their brand through internet market, so it is essential to promote and motivate
employees to work with latest technology and satisfy customers.
Processes: There is use of some specific process which is important for satisfaction of
customers. This process must be less time consuming and it helps to satisfy customers. There
must be proper communication, so processing time can be reduced.
Physical evidence: This is the last element of marketing mix. There must be some
elements which helps to promote brand of Smart Restorations Limited (Joy and McMunigal,
2013). Managers of Smart Restorations Limited must launch online website which must be
framed according to target consumers. This helps to promote brand image.

1.3 Compare internet marketing tools
Digital marketing tools/e-tools
Marketing can be performed with various measures. But there is requirement of proper
planning which help to convey message in proper and effective way. There are possibilities that
due to selection of wrong measure marketing can not be performed in proper way (Kwon, 2011).
There is discussion about some marketing tools which help to convey message in appropriate
way. They are discussed as under-
Different
Tools
Aims Usage Accessibility Convenience Cost
Email-
Marketing
This is a
personal
means to
market
product, as
mail are
forward to
personal mail
Id of
customers.
Smart
Restorations
Limited can use
this measure
when they are
coming with
some in
innovation in
their product
and it has to be
conveyed to
larger number
of people.
Email-
Marketing can
be accessible
anywhere but
there must be
availability of
internet
connect and
mail Id.
This is less
convenience
as there are
possibilities
that consumer
way ignore
mail.
E- mail
marketing is
less costly
means.
Social Media This is the
new mean
through which
managers of
Smart
Restorations
Limited
through which
Innovations
made in
business
operations can
be performed
with the help of
Social media. In
this Facebook,
This source is
effective for
people who
have accounts
on social media
sites.
This is best
method to
convey
product
information to
consumer.
Many people
can be
This is
economical
method
which is
important
source for
telling
information

they can
convey
information to
customers.
Instagram,
LinkedIn , etc.
are included.
communicated
with social
media.
about
products of
Smart
Restorations
Limited.
Website Website is
developed
particularly for
Smart
Restorations
Limited. There
is need of
software
developer.
This is
beneficial for
conveying
knowledge
about product
and service of
company.
Website of
Smart Rest...
can be
accessible by
any person
with internet
access.
This is
effective for
delivering
information
about product
and services,
discounts,
sale, offers,
etc.
This is
costly
method as
there is use
of expertise
for website
development
.
Online marketing matrix including business and consumer markets; the online customer
Illustration 1: Online Marketing Matrix

(Source: Online Marketing Matrix, 2009)
For marketing there is involvement of parties which helps to perform business operations
in effective and significant way. There are possibilities that due to use of techniques which are
making changes in working style and actions must be planned according to customer satisfaction.
Target consumers of Smart Restorations Limited (Joseph, Cook and Cook, 2015).
1.4 Determine the work of interactive order processing
There is requirement of policies which is effective and significant for market determine
in appropriate way. There are possibilities that due to make policies it is essential to work
according to market trends and this is significant way. Smart Restorations Limited work in
buying and selling furniture, so it is essential to select process which is significant for market
growth (Laudon and Traver, 2013). Process followed by managers of Smart Restorations Limited
is as under-
Choosing a supplier: There is requirement of supplier which is important for getting raw
material. This step is important as this tells knowledge about quality of wood, etc. raw material.
Selecting a product: There is requirement of select product which helps to satisfy
demand of customers. There are possibilities that due to use of techniques manager has to make
changes in variety of raw product.
Authorisation of payment: Payment is one of the important component which has to
made properly and with proper source (Joy and McMunigal, 2013).There are various ways of
payments, managers of Smart Restorations Limited has to select best among them.
Online confirmation and delivery information: As Smart Restorations Limited is
thinking to work with internet marketing. So there is confirmation and deliver must be on time.
In case there is delay in delivery, then this affects satisfaction of customer.
Delivery: Delivery of goods is the last step. This must be on time. There must be use of
techniques which is effective for market growth and take actions to get positive results.

TASK 2
2.1 State the different mechanics of search engine marketing
Search Engine Marketing (SEM) are the source through which managers of Smart
Restorations Limited are able to communicate with customers in better and effective way. This
helps to know about there query and provide solution accordingly (Kwon, 2011. ).Following are
the mechanics of search engine marketing:
 Search Engine Optimization (SEO) : In this option there is use of web page. As per this
concept managers of Smart Restorations Limited has to make their own web page which
can be served by anyone.
 Paid Search Engine Marketing: In this technique there is use of some contractor for
keeping name of Smart Restorations Limited in top list. There is some commission
charged by these contractors. This helps to improve goodwill in market and make brand
name famous (Lloyd, 2013).
 Landing Pages: There is some pages which have link through online media such as You
Tube, which is effective for advertisement new launch of company.
 Long-Tail Concept: This concept works for the product whose sales in low in market.
Through this it can be raised in industry and take actions according to demand of
customers.
 Geo-Targeting: There is difference in demand of consumers which can be known with
the help of Geo-targeting. This is paid form of advertisement.
2.2 E-Mail Marketing Newsletter

Dear Sir/Ma'am,
Since long you do not visit our site. We need some specific customers like you which help to
make our company at heights. It is glad to inform you that recently our company has launched
new range of Sofas which is more durable and comfortable. This e-mail is sent to stimulate your
interest to visit our site and take advantage of various schemes and offers. There are some offers
which can be availed for limited duration.
Thanks!
Marketing Manager
Smart Restoration Limited
2.3 State the guidelines that depicts better online public relation
Public relation is one of the essential component through which changes occur in roles
and responsibilities of managers of Smart Restorations Limited. It is important to maintain good
relations with customer through online medium also. As Smart Restorations Limited is thinking
to maintain good brand image in market. So following guidelines has to be followed-
 Determination of customer information sources: It is important to collect information
which is essential for customer satisfaction (Moss, Wulf and Mullen, 2013).
 Building media source: There is use of some media through which internet marketing is
possible. So best media must be selected.
 Selection of appropriate PR Tools: To maintain good relations with public. There must
be use of proper PR tools.
 Monitoring Coverage: It is responsibility of managers of Smart Restorations Limited to
come with proper monitoring and directing.
2.4 State the use of digital media communities
Digital media is one of the important source for business purpose. Some of the uses are as
under-
 File sharing Websites: In business there is requirement to share data from one
department to other, in this case digital media is of the best measure.
 Instant messaging: Instant query can be solved through digital marketing. In case
customer have some query, then it can be resolved instantly with digital media (Laudon
and Traver, 2013).

 Chatrooms: As there are many departments which are working simultaneously on single
project. So with the help of digital market, it is easy to chat with more people at single
time.
 Discussion groups: Discussion can be performed by team members with digital medium.
Through this ideas can be exchanged in effective and efficient manner which are
beneficial for operating business (Rodriguez, Dixon and W. Peltier, 2014).
TASK 3
3.1 Conduct secondary market research
Secondary research is one of the important component which has to be considered by
searcher to come to some final result. In secondary research there is use of data which is present
through online source.
Identify the research topic: In first step it is important to analyse the topic of research, so
further actions can be taken in proper and effective way.
Gather existing data: After selecting topic it is essential to collect data which is present
in market. This step must be performed in appropriate way, so positive result can be get.
Compare data from different sources: After collecting data, it is essential to compare
them with available resources. Managers of Smart Restorations Limited has to select data and
take collective actions.
Analyse the data: After comparing analysing is the last step which helps to come at last
result. This is effective for utilizing resources in proper and effective way (Shaltoni and Shaltoni,
2017).

Illustration 2: Habits of media devices of people
(Source: Media, Device Habits of the Modern Consumer. 2017)
3.2 Design an online survey
Questionnaire
Q1) What is the age group you belong from?
 18 to 24
 25 to 34
 35 to 44
 45 to 54
 Other
Q2) What is your Gender?
 Male
 Female
 Other
Q3) How frequently you use internet?
 Once in a day