Internet Marketing Project: Evaluation and Implementation Strategies

This project provides a comprehensive analysis of internet marketing strategies, specifically focusing on Smart Restoration Limited. It begins with an introduction to internet marketing, outlining key elements such as websites, email marketing, SEO, and various advertising techniques. The project then evaluates the internet marketing mix (4Ps) and compares different internet marketing tools like MailChimp, HubSpot, Trello, Hootsuite, and Buzzsumo. It also examines interactive order processing and its importance for customer satisfaction. Task 2 delves into search engine marketing (SEM), email marketing, online public relations, and the use of new digital media. Task 3 involves secondary market research on online shopping behavior, the design of an online survey to collect customer data, and the creation of a poster demonstrating electronic customer relationship marketing (eCRM). Finally, Task 4 focuses on producing an internet marketing plan outline and a presentation on pay-per-click (PPC) advertising. The project aims to provide a practical and strategic approach to internet marketing for a business like Smart Restoration Limited.

Internet marketing project
Table of Contents
Introduction..................................................................................................................................1
Case study....................................................................................................................................1
1.1 Elements of Internet marketing..............................................................................................2
1.2 Evaluate the Internet marketing mix......................................................................................3
1.3 Compare Internet marketing tools that will be used..............................................................4
1.4 Examine how the interactive order processing will work......................................................5
Task 2...........................................................................................................................................6
2.1 Prepare a briefing on the mechanics of search engine marketing..........................................6
2.2 Write a copy for a suitable opt in email marketing newsletter..............................................7
2.3 Identify guidelines for identify guidelines for best practice in online public relation and so
how would you follow it for digital marketing communication..................................................8
2.4 demonstrate how smart Restoration Limited can use new digital media communities such
as file sharing sites for my instant messaging, chat rooms and discussion groups blogs etc......9
Task 3.........................................................................................................................................10
3.1 conductor secondary market research to gather data on customers online shopping behavior
such as statistics.........................................................................................................................10
3.2 design an online survey to collect data on what encourages Shoppers to buy online..........11
3.3 create a poster to demonstrate how the use of electronic customer relationship marketing
can be used to manage and analyze customer interaction..........................................................14
Task 4.........................................................................................................................................14
4.1 Produce an outline for an internet marketing plan for Smart Restoration Limited..............14
4.2 Create a short presentation on pay per click advertising.....................................................16
Conclusion.................................................................................................................................26

Introduction
In the current business market, Internet marketing plays a very important role for both
small and large scale industries in order to advertise their products and services to the potential
customers. Before the introduction of the Internet, the marketing mediums were very expensive
and did not target the potential customers. However, with the emergence of Internet the concept
of marketing has seen a dramatic change and now any business organization can promote their
goods and services to a wider range of audience all over the world using a very cost efficient and
highly reliable technique called Internet marketing (Nosshi & Senousy, 2015). With more than
50% of the population using the Internet through one source or another, it has offered business
owners a fascinating opportunity to reach their target audience at a large scale and attract
customers to increase their revenue and sales. And with an increasing number of people using
smart phones has also brought a positive effect on Internet marketing. Internet marketing refers
to the advertising of goods and services over different devices such as mobile phones, laptops
and desktop computers using Different techniques such as Search Engine Optimization, content
marketing, email marketing, social media marketing, pay per click and much more. In this
project, we will discuss Internet marketing, its elements its importance the benefit it was to the
business and the customer and other valuable factors associated with it.
1.1 Elements of Internet marketing
Internet marketing comprises of different elements which are used in the promotion of
the business brand. Also known as e-marketing it allows the business organization to increase
their sales by utilizing these elements in an efficient and accurate manner. Today Internet
marketing has become a phenomenon which every business enterprise regardless of their size
scale or field employs in order to achieve their organizational goals. This can only be achieved
using various elements of Internet marketing which are as follows:
Website: a website is an online address that consists of text, images, video and audio elements
that describe the functionalities and objectives of the company. It helps the business to attract

more and more customers by providing valuable information about their goods and services. In
Today's stiff competition, it is highly mandatory to have a responsive and smoothly running
website.
Email marketing: Email marketing is another important element of Internet marketing that
captures the name and email addresses of the visitors. It helps the business to distribute the
information related to the products and services to the regular visitors of the website.
Article marketing: this refers to the content that will appear on the website. The visitors will read
the articles related to your products and services which increase their curiosity about the brand
and enhance its value.
Search Engine Optimisation: also known as SEO this refers to using necessary means to have the
website appear on top of the search engine results that would increase its visitors resulting in
higher sales.
Landing pages: landing page is a web page that is separated from your website whose objective
is to increase the conversion rate of the visitors. Google AdWords landing page is the most
common landing pages (Fritz, 2013).
Banner advertising: one of the most important elements of Internet marketing banner advertising
refers to placing your banner ad on selected websites to attract a potential audience. However
using banner arising on any websites regardless of the target would be called spamming.
Pay per click advertising: pay per click is one of the fascinating Internet advertising features
where your ad will be displayed on the search engine results and you will only have to pay when
people click on the ad and enter your homepage. This helps the business owner to target specific
people in a specific geographical area which increase their conversion rate.
1.2 Evaluate the Internet marketing mix
Internet marketing mix refers to products, price, place, and promotion of the business
which is also called 4Ps of the Internet marketing. Marketing strategies I developed around this

framework which helps in the business to attract more customers and increase their sales and
revenue.
Product: product refers to the goods and services provided by the company around which the
strategy is revolved. For any business organization, it is important to develop an appropriate
product that meets the requirements of the customers. In order to develop a suitable strategy
technical support in Internet marketing is highly valuable.
Price: the next element of Internet marketing mix is price and every business organization needs
to provide price transparency in order to attract the eyes of the customers. The price of the
product must be decided after thorough Analysis of competitors and market. Without the
involvement of physical parties such as retail, wholesale and stores the price of the commodity
will automatically decrease through Internet marketing (Joseph & Cook, 2015).
Place: place refers to the area through which the customers will receive their products and
services. Business firms use different means of channels to reach the customer and offer them
with their services at least possible cost. It is also necessary to decide how the organization will
supply their goods and services to the consumers to minimize the cost.
Promotion: promotion is the last component of Internet marketing mix which aims at increasing
the communication between the organization and other concerned parties to advertise the product
and services. With the help of Internet, the brand of the company is promoted to catch the eyes of
the potential customers and give them the information on benefits regarding the products and
services.
1.3 Compare Internet marketing tools that will be used.
In order to accomplish the objectives of Internet marketing, it is important for the
organization to use effective and reliable Internet marketing tools. It is a fact that over 28 million
small businesses are establishing in the United States alone. Therefore, to gain a competitive
edge over the others these tools must be used as per the demand and requirements of the

organization. Blue her mention some of the Year rules and their features which can be employed
who developed and Internet marketing strategy.
MailChimp: a highly reliable and extensively used B2B and b2c email marketing tool which
allows the business to send thousands of emails to their subscribers easily. It is easy to use and
offer a trustworthy support system. Users with less than 2000 subscribers can use it for free and
send over 12000 emails every month (LaChapelle, Mitch & White, 2013).
Hubspot: HubSpot is another one of the most popular eTools which is used for marketing, sales
and CRM. The complete claims it to be an All-in-One Marketing Solution for both small and
large scale industries offering services live blogging comma SEO comma social media, website,
Lead Management, landing pages on marketing automation, email and much more.
Trello: Trello is a well-known digital marketing tool which helps the business to maintain blog
post and projects. It helps in saving a lot of time and frustration and help the team members to
easily review the posts and increase its depth in order to gain the attention of the visitors.
HootSuite: HootSuite is an essential tool that helps the business to maintain the social media
presence and schedule posts in advance to save a lot of time. It helps in identifying the lead
generations of the sales team and manage social media profiles for over 30 platforms easily.
Buzzsumo: a very valuable Internet marketing tool that helps the user to find the most shared
content on the Internet on a related topic and filter the content as per the requirements of the
organization.
1.4 Examine how the interactive order processing will work.
Interactive order processing refers to the way which helps the customers and the client to
select a different range of products and services and pay for it after the delivery. It is done with
the proper management system and using effective Technology to capture the data process from
customers and store it in company's database. It is later sent to the accounting department who
acknowledge the payment received and ships the product to the delivery address. The interactive

order processing system is probably the most important system that every organization that deals
in Internet marketing should comprise. It helps them company simplify the order processing and
deliver the goods and services to the customer in a timely manner that increases the satisfaction
rate. The customers with easily be able to search for their desired product and should not find
any trouble in making the payment through online medium. For a speedy payment, there are
several gateways available to have the customer in the payment process. Generally the use of
credit card debit card, Internet marketing is used. For Smart Restoration Limited, they can use
this interactive order processing to help their client's order office furniture as per their budget and
preference (Auster & Michaud, 2013). Their order processing system must help the customer to
easily navigate through the website and search for the desired furniture. And once selected the
choice of payment options and payment gateway must be available to simplify the payment
process. Once the payment is done a confirmation SMS or email with the detailed invoice should
be sent to the client along with the details of delivery and courier. If the client finds any
difficulties or error in interactive order processing then he or she will easily shift to other
company and smart restoration Limited would lose their potential customers.
Task 2
2.1 Prepare a briefing on the mechanics of search engine marketing.
Search engine marketing is an essential part of Internet marketing which helps the
company to make a worthy digital presence and attract more and more clients and customers
towards their business. Search engine marketing refers to the advertisement of a website which
increases its visibility in the search engine results and ranks it on top of the SERPs. Some of the
most important elements of search engine marketing are as follows:
Search Engine Optimisation: Search Engine Optimisation or simply known as SEO is a
technique that allows the business website to appear on the top of the search engine results. This
increases the visibility of the business among the potential customers. It is performed using
Different techniques such as content marketing, responsive web development, etc.
Paid search engine marketing: this refers to displaying your ad on top of the search engine results
for which you will have to pay a certain amount to the search engine company. You will only
have to pay when someone Clicks on your ad and visit your website.

Long tail concept: Long tail concept is a search engine marketing techniques that focus on
advertising of less popular products instead of the popular ones. The aim is to increase the sales
of these less popular products that developed the ahead of the curve while the rest of the products
developed the tail of the curve. It helps in generating a higher level of sales in the business.
Geo targeting: Geo targeting refers to the determining of your location of the visitors and
providing different content based on their location in order to target the customers. This include
country wise content, State wise content, City wise content, zip code and I P address, etc. One
can also apply Geo targeting for pay per click campaign or organic search to target local
customers.
2.2 Write a copy for a suitable opt in email marketing newsletter.
An email newsletter is a marketing content that is delivered to the website subscriber or a
regular visitor of the website to help them understand the benefits of the products and services
offered along with giving any additional personalized offers to the customer. For smart
registration Limited below is provided a suitable format installation limited blows provided a
suitable email marketing newsletter in order to persuade the customer to buy their office
furniture.
Dear visitor,
We understand that searching for a right and appropriate office furniture is quite difficult.
Especially when you are small scale organization who has a limited budget. If you are looking
for reliable and high-quality office furniture at a very affordable price that smart registration
Limited would wish to provide you just the thing you need. Being one of the leading company
dealing in office furniture we wish to help you find 1 or many that suit your office space and
within your specified budget. For more information, you can visit our website.
Thanks and regards
Smart restoration Limited
2.3 Identify guidelines for identify guidelines for best practice in online public relation and
so how would you follow it for digital marketing communication.
Maintaining a healthy relationship with the customers and client is one of the most important
parts of any business process. This public relation ensures the customer would be loyal to the
organization and continue to use their services for the long run. In order to maintain healthy

online public relations with the customer, smart registration Limited would require to use these
steps effectively.
Proper online campaign must be used to measure the customer's behavior.
Evaluation of customers feedback, opinion and their attitude toward the campaign should be
measured.
Management and maintenance of policies that increase the communication between the
organization and the public must be processed.
Any negative feedback from the customer should be resolved as soon as possible.
Informing the customers about the products and services of the company can also and hence the
public relation with them.
Using effective PR tools to collect the essential data from the customers and analyzing it to better
the relationships with the customers.
Monitoring the performance of the campaigns should be done on a regular interval to find out the
progress.
2.4 demonstrate how smart Restoration Limited can use new digital media communities
such as file sharing sites for my instant messaging, chat rooms and discussion groups blogs
etc.
In order to maintain a loyal online customer base, every business organization must utilize
Internet marketing and digital media to its fullest and in a very effective manner. Digital media
refers to a communication which is performed and maintained between the organization and the
potential customer through different means of an online medium. Digital media communication
has a very important role in generating leads and increasing the conversion rate on the website as
it allows the business to resolve any questions or queries that the potential customer may have in
a quick span of time.
In case of Smart Restoration Limited, they can increase their office furniture sale using their
website as a medium by employing these digital media communities to maintain a positive and
appropriate Live communication with them.

File sharing sites: It refers to a different website that is used to share images files and
information that good advertise the company in the entire community who has a mutual liking to
each other.
Instant messaging: this refers to the online messaging system that allows an individual from one
community to instantly communicate with another to advertise their products and services.
Chat rooms: chat room refers to an online group consisting of members who can communicate
with each other without the intern friends of anyone from outside. In this chat rooms members
can communicate about anything and if 1 members advertise something everyone in the group
will be able to see it.
Blogs: Blogs refer to information about a product or service or anything that is published on the
website and said to the public. The block can be seen by any one who searches for the related
keywords on a search engine which helped the company to advertise their product and services.
Social media sites: social network sites in a current business market is considered A Remarkable
advertising platform that allows the business owner to interact and communicate with millions of
people through their short advertisement. The geographical area of advertising in these websites
are generally gigantic with an extremely low cost involved. Some of the most popular social
media networking sites are Twitter, Facebook, Instagram, Google Plus etc.
Task 3
3.1 conductor secondary market research to gather data on customers online shopping
behavior such as statistics.
Market research refers to collecting necessary data from the market that involves customers
behavior, customers activities, computers in the market, economic shifts, current marketing
Trends and much more that could affect the functionality of the business and sales. Keeping an
eye on the market is the initial and foremost step in developing a strategy to accomplish the
organizational goals. Secondary market research refers to examining the data that is already
collected and analyzed. It is conducted using secondary sources that are referred by the people
which include journals, articles, websites, research papers, etc. Smart Restoration Limited can
use this secondary sources to conduct a secondary market research and gather relevant data on
customers behavior.
Secondary market research can be performed by collecting the market statistics which involved
customers search for office furniture in the recent years and how it has been progressed. The data
can be collected through statistics, published data, newspaper and magazines and government

statistics. Once the data is collected compare it with different sources in order to identify its
credibility and then analyze the data to find out the market condition.
Many reports have suggested that with the emergence of Internet marketing online sales has
increased dramatically and will continue to grow at a rapid speed. Smart Restoration Limited can
use this opportunity in order to increase their sales and revenue by analyzing the market data and
customers behavior.
3.2 design an online survey to collect data on what encourages Shoppers to buy online.
Online surveys are used by many business organization to find out the information from the
customers. Based on the information collected, the company can understand the behavior and
activities of the customers and repair market strategy that could provide them a favorable result.
It is a very cost efficient way to acquire information but it must be developed and implemented
effectively and using only the required knowledge. For smart Restoration Limited below is
presented a suitable online survey design that would help them acquire information helping them
develop a marketing strategy to advertise their office furniture.
1. Age
Below 18
18 to 40
Above 40
2. Male or female
Male
Female
3. Do you own a business?

Yes
No
4. How good are your furniture?
Excellent
Good
Fair
Poor
5. How often do you buy office furniture?
Once in a year
Twice in a year
Only once since Foundation
6. How to do get information on smart Restoration Limited?
Friends recommendation
Social media
Email
Google, Yahoo or other search engines
7. Would you consider buying products online?
Yes

No
Not sure
8. Do you wish to receive regular updates and offers from smart Restoration Limited?
Yes
No
9. Do you use a mobile phone for online shopping?
Yes
No
10. Describe your experience on shopping through SmartRestoration Limited website?
Excellent
Very good
Fair
Worst experience
3.3 create a poster to demonstrate how the use of electronic customer relationship
marketing can be used to manage and analyze customer interaction.
Customer relationship management is an important concept that assist the organization in
developing effective connection with the clients they are serving to. Different strategies and
applications are used to create a strong relationship and to analyze the demand of customer
which further assist in raising the long term connections of business with market. Apart from this
by implementing same in business an entrepreneur can give better satisfactory services to its