Internet Marketing Plan and Analysis Report - Business Module

This report provides a comprehensive overview of internet marketing, encompassing its core elements, tools, and strategic applications. It begins by defining internet marketing and its relationship with e-commerce, emphasizing the importance of the marketing mix (product, price, place, promotion) in the digital realm. The report delves into various internet marketing tools, including websites, online advertising, and social media, highlighting their roles in achieving marketing objectives. It examines the mechanics of search engine marketing and the significance of interactive order processing. Furthermore, the report presents secondary market research findings, analyzes factors hindering online shopping, and demonstrates the benefits of E-CRM in managing customer interactions. Finally, it outlines an internet marketing plan and a poster presentation on pay-per-click advertising, offering a practical guide for businesses seeking to enhance their online presence and customer engagement.

INTERNET MARKETING

Table of Contents
Introduction............................................................................................................................3
Task 1.....................................................................................................................................3
1.1 Explaining the elements of internet marketing ...............................................................3
1.2 Evaluation of internet marketing mix..............................................................................4
1.3 Comparison between internet marketing tools and e Tools that are used in internet
marketing...............................................................................................................................5
1.4 Examination of how interactive order processing works.................................................6
2.1 Demonstration of mechanics of search engine marketing...............................................7
2.2 A suitable opt in email marketing newsletter..................................................................7
2.4 Demonstration of how business can use new digital media communities.......................9
Task 3.....................................................................................................................................9
3.1 Perform a secondary market research in order to gather understanding regarding the
functioning of the Internet Market.........................................................................................9
3.2 Draft the reasons that prevent the buyers from shopping online by conducting an online
survey...................................................................................................................................10
3.3 Demonstrate how E-CRM is beneficial in the context of managing and analyzing of the
customer interactions...........................................................................................................23
Task 4...................................................................................................................................24
4.1 Produce an outline internet marketing plan...................................................................24
4.2 Create a poster presentation on pay per click advertising.............................................25
Conclusion ..........................................................................................................................25
Reference list.......................................................................................................................27
APPENDIX..........................................................................................................................29

Introduction
Marketing is the process of management that helps the management to identify,anticipate
and supplies the requirements of the customers. Internet marketing is the marketing of selling of
goods using the internet. In today’s world with the developing technology, internet has made the
world very small as it offers every individuals of all the age groups to access to a computer and
access to an internet connection. Internet is used as the sales and the distribution medium. It is
the cheapest and the largest medium of marketing. Internet marketing is used to support a large
range of organizational functions and also go through the process to give delivery of the goods
and services. The internet is the powerful communication medium that can easily deal all
functional parts of the organisation. The internet marketing uses the internet media and other
digital media for the communication and for the marketing.
Task 1
1.1 Explaining the elements of internet marketing
The digital marketing can be defined as the promotion of the products and their brands
through the various forms of electronic media. The digital marketing uses the internet as the
advertising medium and is used as a part of digital marketing strategy by doing promotion
through internet. According to Leung et al.(2015, p.67), e-commerce is the process of buying
and selling of the goods and services through internet network. It is the wide range of the online
business activities for both the goods and services. E commerce is associated with conducting
any transaction that involves the transfer of rights to use the goods and services through the
internet network. E business includes the processes that any business organisations can conduct
the transaction on the internet network.
The micro environment includes the marketing place of the organisation where the
interaction of all the elements takes place. The micro environment is dependent on macro
environment as it influences the employees operating in the market. As stated by Mintz and
Currim (2013, p.23), internet marketing is very important as it helps the consumers to have
variety of choices and helps them to make good purchasing decisions. The consumers can easily
do the primary research on the price and quality of the product before taking the final decision to
buy the product. As per the case study the e- marketing manager of medium blue search engine
gives information about the internet marketing and the way is more convenient to increase the

sales. As per the case study, it can be said that internet marketing can increase the productivity of
Smart Restorations Limited. The promotion of variety of furniture can be done through internet
and for the consumers to allow them to get easy access to the products. Internet marketing has
helped to build a strong relationship between the seller and the buyer through proper
communication. As for the business organisation it is easier to offer the products on the internet
that is convenient for the customers and the customer can easily browse online store and place
the orders. The costs of the products on the internet marketing are less than the shop marketing
and can be easily chosen and place the orders. The distance factor is not there in internet
marketing as the consumers has not to go anywhere but at sitting at home can buy the products.
As stated by Pan (2015, p.77), internet marketing helps to take the advantage of increased
importance of social media.
1.2 Evaluation of internet marketing mix
The marketing mix uses the four Ps of marketing that are product, price, place and
promotion. The strategies of the marketing are developed with the 4Ps. E commerce is used by
the organizations for the marketing mix.
 Product: The product here is the strategies that are developed for the services and the
brands. Primarily the organizations involve the market research to understand the needs
and the requirements of the customers. The internet is used to provide the additional
information of the product to the existing and the new customers to go through online
reviews (Shih et al. 2015, p.544).
The internet provides an additional benefit by providing a new business proposition that
is the ebook. The internet helps to gather all the information from the customer about their
perception about the services and the products (Serrano et al. 20115, p.567). For proper internet
marketing the organisations keep some points in mind as it should provide easy, safe and
convenient purchase experience to the customers. As per the case study, Smart Restorations
Limited can develop a successful brand through taking the online support fulfilling the
requirements of the consumers. Smart Restorations Limited can promote the online customer
assistant and they can provide high quality product to the customers to build strong reputation
among the rivals.
 Price: The internet can also influence the price mix of marketing strategy through
improving the price rates. Smart Restorations Limited has to understand the changes in

the price and the elasticity of the price as per the demand the decision for the price of the
product. The online marketing helps the firm to take the advantage over the conventional
shops. Smart Restorations Limited can do the online auctions where the products are
purchased easily and give specific time period.
 Place: The place is very important as it refers to the way through which the products
reach the customers. Smart Restorations Limited can use website as the channel through
which the products are reach to the customers at the minimal cost. Smart Restorations
Limited should use their websites, where all their activities and functions are done in
their sites. The development of websites is important as it helps to know the needs and
requirements of the customers. The firm can easily decide the way to deliver the products
directly or through the intermediates.
 Promotion: The promotion is done through the advertisement and sales promotion.
Smart Restorations Limited should use the internet as the promotion site. They should
use various components of promotions through which they can connect to the customers
regarding the product.
1.3 Comparison between internet marketing tools and e Tools that are used in
internet marketing
There are many internet marketing tools that are used by various business organizations
to increase their productivity. They are used to achieving the online marketing objectives. A firm
uses its own website, which is the vital e marketing tool. Smart Restorations Limited should use
the site to build the brand and launching of new furniture. It helps the firm to connect to the
customers, which helps the firm to do the market properly. The marketing tools help the firm to
maintain a good relationship with the customers (Kritzinger and Weideman , 2013, p.273). The
online distribution of products is the important e-marketing tool that helps the easy distribution
of products and easy delivery to the customers.
Smart Restorations Limited can also take a third party as the web page for the
distribution and by the directly through the firm's website. The lead generation and response
collection is the tool that helps the firm to increase the customers list. The firm should
implement these tools in their websites as they can ask the customer to mail in the company’s
website. The firm can also use the response collection tools in the firm’s website to know the
insight from the customers. Smart Restorations Limited should increase the online advertising

tools that are very important for the promotion of the products. The marketing tools are very
important for internet business as the internet consumers can easily get all the information and
meets their needs. It helps the firms to know the number of customers visited their sites and have
done through the products. The internet marketing tool can easily provide the feedback from the
customers and improve in that section.
 Social media:Campaigning actively on social media platform in order to target the
potential customer can be used as a tool to market its product.
 Online advertising: Using google adword and Facebook ads to promote Smart
restoration ltd. Can also be an effective tool of marketing
 Online distribution: The company can opt for the method where the customer can order
online and product can be delivered at his home step. This tool is also helpful in
marketing the product.
 Lead generation: Smart restoration ltd. Can increase its customer list by asking them to
sign in for mails or newsletter. The company can also provide coupons in exchange of
sign ups.
1.4 Examination of how interactive order processing works
Interactive order processing is the main part of e commerce as it is presented online
according to the customers, authentic brands and easy services. The marketing strategy of the
market is very important for the firm to understand. The selection of the right product is very
important for the firm. As per the case study, Smart Restorations Limited has chosen the office
furniture as the product that they may supply to the customers. The firm needs to give all the
information and awareness about the brand to the customers. As per the case study, the firm
should create a profile as per the customer’s demand and the standards for buying their products.
The satisfaction of the customers is very important and is the tough job and it is the target
of the firm. It is important for the firm to remove all the barriers that may come in the online
marketing. The main part of the order processing may include the important step is the
promotion of the product. The promotion attracts the customers to visit the sites again and go
through their sites and observes the reviews of the firm (Hanssens et al. 2014, p.564).
The creation of the trust and loyalty among the customers is very important. The
development of trust in the customers is once built up then they may cause more customers to be
their permanent customers and also attracts the new customers. As stated by Homburg et al.

(2014, p.38), the easy availability of the products to the customers is very important so that
customers can easily go through their sites and place the orders. The registration of the
customers on their sites should be very easy so that it may not consume their more time and help
them to take fast and correct decision.
Task 2
2.1 Demonstration of mechanics of search engine marketing
Definition of search engine marketing:
The search engine marketing is the marketing that is associated with the researching,
positioning and submitting of the website within the search engines to increase the maximum
visibility. It is the method that helps the firm to promote and advertise their products. Search
engine marketing helps the firm to provide the products and the services to the attention of the
customers. Search engine marketing helps to improve their way of presenting their products to
the customers. Search engine marketing uses the research analysis that helps to identify the
special keywords that the customers may search for.
SEM helps to boost the customers by making the advertisement and the display of the
products prominently. SEO is the methodology of techniques used to increase the number of the
customers visiting the websites. SEO obtains a high place in the search results page of the search
engine. The search engines included are Google and other such engines. SEO ensures that a site
is easily accessible to the search engine. As per the case study SEO is important to be considered
as proper improvement of search engine is required to increase the site’s availability to the
customers. The content of the search engine should be improved making sure that all the pages
are visible properly and making the content unique.
The advantages of SEO are attracting more targeted consumers by more promotion of the
web channels. SEO have the ability to increase the business growth from the purchasers who are
utilizing the search engines. SEO bring the site to their brand name. The social electronic
broadcasting platforms help to boost the SEO performance. SEO provides brings the social
media in the more proper way. The disadvantages are time period for producing the outcomes. It
takes a long time for the investment to produce the outcomes.

2.2 A suitable opt in email marketing newsletter
There are various ways of email marketing newsletter. As per the case study Smart
Restorations Limited may use the newsletter to improve the productivity band the sales of the
firm. Many companies use the big block of color at the top of the newsletter to draw the attention
of the customers. As per the study the firm may use the big block of color for the customers to
get more attracted. The firm may also include in their newsletter the short descriptions with high
quality images. The inclusion of the product images are also done in newsletter so that the
customers may be able to understand the information given about the product. The firm can also
include some attractive GIF that may help the customers to visit more and more times. The
welcome email for the customers should be more attractive.
2.3 Following the guidelines for best practice in online public relations
Online public relations employ the websites and other internet technologies. The factors,
which influence the online public relations, are growing the relationship between the pubic and
the organizations (Chaffey et al. 2009, p.345). The system is used in maintaining the online
public relations. The relationship can be built up more properly by providing the awareness
among the public and cognitive learning. The process of relationship building may also include
the interaction with the technology and proper impression formed by the firm before the public.
In building the relationship and its promotion, online public relations have an important role to
manage the crisis and issues. The online public relations include content control and systems
integration.
The advantages and disadvantages of public relations: It is the most economical way
to reach to far distance customers.It stimulates the awareness for the firms products and services.
It develops a stronger and well developed image for the firm. Public relation has seven times
credibility of advertising. Public relation provides an advantage over other competitors. The
disadvantages of online public relations are appropriate media is needed for online public
relations. The disadvantages of public relations are that it is hard to measure the success and a
publicist is needed.
The best practice of online public relations: It helps to shape the firm and it also helps
in the process of the work undertaken by the firm (Bianchi and Mathews, 2016, p.445). The
proper research, evaluation and feedback from the customers are the best practice of online
public relations. Affiliate marketing is the online program with partners of the organisation to

agree to the referral fee that may be paid to the referred customers after the completion of the
transaction. Display advertising is advertising done graphically on the World Wide Web. They
may include logos and the pictures. The offline techniques to support the online media are
printed material and firm’s catalog and brochures.
2.4 Demonstration of how business can use new digital media communities
An online community is the total groups of people having the common interest and who
uses the internet to communicate with others and work together. The firm should have the ability
to owns its website that may help the customers to view about the firm and get all the reviews of
the firm. Instant messaging is the type of the online chat that provides the text transmission in
the internet. The instant messaging may facilitate connections between the known users
(Andreopoulou et al. 2014, p.445). The speed of instant messaging is very short and the easier
method of transmission of the information as writing the letter or phone call may lead to waste of
time. By instant email it reduces the time and has become more popular. The chat rooms are the
part of the website that provides the communities a place for users with a common interest to
communicate in all times. Online discussions are the websites that helps in indexing and
technical writing.
Task 3
3.1 Perform a secondary market research in order to gather understanding
regarding the functioning of the Internet Market.
Secondary market research refers to a technique of market research whereby the data is
acquired through the secondary sources relating to the operation of the market. In the online
market we can perform the secondary market research by referring to the internet data, data
collected from the Annual Reports of the retail companies, etc.
It can be said that the secondary market research would facilitate the analysis of the internet
market.
It has been analysed that the online retail market has been able to generate a gross
revenue of near about $1,471 billion all around the globe for the financial year 2015. In mobile
retail market also the gross revenue amounts to $12 billion all over the world. It has also been
revealed from the data of internet that more than 1000 billion of people are engaged in the trend

of the digital shopping as per the 2015 census. It is also to be noted that near about 50% of the
Internet Users have been engaged in online shopping since 2015.
It can be said that with the increase in the facilities of digital shopping the market of online
trading has been able to draw multiple customers.
On the basis of above study, it can be said that respondents are being taken from the
customers in order to have effective information about customer needs. By having an appropriate
analysis the issues can be overcome in desired manner. It has been noticed that 90 percent of
customer precept that they have shopping once in a month. It means the opportunities for e-
commerce is advancing day by day. Along with this, Use of smart phone has also been advanced
in critical manner which allows to have appropriate consideration of goals. It has been witnessed
that 80 percent of customers are having use of smart phones for better shopping experience.
Moreover, it has also been identified that the use of Amazon for e-shopping is high as compared
to other e-commerce portal. It means by having a continuous development the issues can be
resolved effectively.
3.2 Draft the reasons that prevent the buyers from shopping online by
conducting an online survey.
Online survey on buying behaviour of the customers while doing online survey based on the
responses of 50 customer which has randomly been taken for sample.
Theme 1: Majority of respondents are between the age of 20-30 years
Factors Respondents
10-15 years 6
15-20 years 16
20-30 years 18
30-40 years 7
40 and above 3

Interpretation: Based on the above pie chart, most of the respondents belongs to the age
bracket of 20-30 years
Theme 2:
Factors Respondents
Male 28
Female 25
Do not want to disclose 7
Interpretation: The respondents consist of 28 males, 25 females and 7 respondents don't want
to disclose their identity.
10-15 years
15-20 years
20-30 years
30-40 years
40 and above
Male
Female
Do not want to
disclose

Theme 3: Majority of respondents use internet.
Factors Respondents
Yes 35
No 6
Sometimes 9
Interpretation: 35 people, out of 50 use internet frequently and 6 people not at all use internet.
Theme 4: Majority of the customers shop online
Factors Respondents
Online 29
Physically going to store 21
Yes
No
Sometimes
Online
Physically going
to store