Internet Marketing Analysis and Strategies for Smart Restorations Ltd

This report delves into the realm of internet marketing, specifically tailoring its analysis to the case of Smart Restorations Ltd, a furniture company based in the UK. The report begins by defining the core elements of marketing, emphasizing the importance of the marketing mix (4Ps) and expanding to the 7Ps, and comparing the differences between traditional and digital marketing. It explores various tools like search engine optimization (SEO), social media, and email marketing. The report then examines the 7Ps of marketing and how they can be applied to Smart Restorations. It also addresses key concepts such as Search Engine Marketing (SEM), email marketing strategies, online public relations, and the use of digital media communities. Furthermore, it covers secondary market research, online survey design, and the implementation of electronic customer relationship management. Finally, the report outlines a comprehensive internet marketing plan, including pay-per-click advertising, to enhance the company's online presence and customer engagement.

INTERNET
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of marketing...........................................................................................................1
Conclusion...................................................................................................................................3
1.2 Description of 7P’s of marketing and its impact on the operational procedure of the
organisation..................................................................................................................................3
Conclusion...................................................................................................................................5
1.3 Internet marketing tools.........................................................................................................5
Conclusion...................................................................................................................................7
1.4 Examining the use of Interactive Order Processing(IOP).....................................................7
Conclusion...................................................................................................................................8
TASK 2............................................................................................................................................8
2.1 Preparing mechanism of SEM...............................................................................................8
Conclusion.................................................................................................................................10
2.2 Copy for a suitable opt-in email marketing newsletter........................................................10
Conclusion.................................................................................................................................11
2.3 Identifying guidelines for best practice in online public relations and the way in which it
will be followed for digital marketing communications............................................................11
Conclusion.................................................................................................................................12
2.4 Demonstrating the way in which Smart Restorations Limited can use new digital media
communities...............................................................................................................................12
Conclusion.................................................................................................................................14
TASK 3..........................................................................................................................................15

3.1 Conducting secondary market research...............................................................................15
Conclusion.................................................................................................................................16
3.2 Designing an online survey.................................................................................................16
Conclusion.................................................................................................................................17
3.3 Use of electronic customer relationship..............................................................................17
TASK 4..........................................................................................................................................18
4.1 Outlining an internet marketing plan...................................................................................18
4.2 Pay per click advertising......................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing is one of the most viable functions in almost all sort of organisations that are
into vending businesses. Being such significant consideration, the marketers are continually
required to come up with some effective ways of attracting people to buy their offered goods and
services (Bailey, 2011). It is thus with a similar concern of marketing products in a differentiate
way, the present report has enlightened the fact of one of the most contemporary means of
marketing called, internet marketing. Most of the businesses have already shown a very active
approach towards such type of marketing that indicates the use of some renowned social media
tools.
It is irrespective of the size and scope of the businesses adopting this practice where
marketing via such popular online tools is referred to be one of the most reasonable measure to
reach to millions of customers. It is therefore on considering such influential approach of internet
marketing where it has the power of connecting billions and trillions of individuals from all over
the globe (Ward, 2014). This in turn gives a strengthened vigour to the organisations trying to
fetch the interest of a large number of people towards them. Below report is based on the use of
online marketing by a small size company named Smart Restorations Ltd., which is successfully
operating in the furniture industry of UK and is presently located in London.
TASK 1
1.1 Elements of marketing
Marketing is referred to be a set of activity consisting of distinct procedures in it to
create, communicate, deliver and exchange the offers proposed by the organisations to their
targeted audiences (Corley II, Jourdan and Ingram, 2013). It is thereby to attract them in greater
numbers, a well-known model called marketing mix comprising with 4 P’s of marketing is also
being used by the companies like Smart Restorations Ltd. This assists them in providing a more
detailed outlook of their offered product, its pricing, promotion and positioning. It differs from
that to the tactic of internet marketing in terms of the sources used for it.
Digital marketing is certainly a complex procedure that involves innumerable strategies
that are being used by the organisations to store website visits of their official sites as a way of
rising their sales (Ryan, 2016). Digital marketing consists of various elements that includes
search engine optimization, social media strategy, email marketing and pay per click (PPC)
campaign, etc. It is together on defining the term called e- commerce, which is used for those
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organisations that mostly transacts via internet. Such types of businesses are in turn known as e-
business where internet is the major source of transacting for them.
Apart from this, there together exists internet micro and macro environment where the
micro environment refers to the internal functioning of the business. It consists of such specific
forces that directly impacts upon the business and includes the marketplace, consumers, their
online purchase behaviour, contenders, suppliers and intermediaries, etc. Considering this aspect,
the companies like Smart Restorations Ltd is required to have a constant check on their internal
components of business (Mathur and Evans, 2013). However, macro environmental factors
involve such components that includes the extrinsic ecological elements namely social,
technological, legal, ethical, political and economic factors. It is therefore on considering the
aforesaid components of macro environmental factors, the cited firm is required to conduct a
steady research on regular basis to constantly check for any fluctuating demand in its
marketplace.
Although, there exists some principal benefits of internet marketing that are as specified
below-
 It assists the organisations in reaching to a large range of audience all over the world.
 Internet marketing is referred to be both cost and time effective in nature.
 Internet marketing is evident to result in measurable results.
 It also helps the marketers in maintaining a long-term relationship with the clients by
taking regular follow ups after the sale.
Lastly, on discoursing upon the use of COPA framework consisting of elements that aids
in framing an effective internet marketing plan, it has been found that ‘C’ refers to the content
used for the purpose of marketing a product. ‘O’ stands for optimization of the content to be
uploaded in the search engine tools also known as SEO. ‘P’ indicates the term promote which is
to promote the content with the use of social media (Camusio, 2011). Lastly, ‘A’ referring to the
term analyse stands for the analysis of information to verify those things that are operative in
nature and detect those which are not in an effective condition for further use and either needs to
be completely eradicated or improved to an extent. Smart Restorations Ltd can hereby make an
effective use of this framework to create a measurable plan of marketing via internet and get
successful results at the end.
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Conclusion
This is on concluding the above part of the report that has illustrated some vital elements
of internet marketing that in turn is apparent to assist Smart Restorations Ltd in interacting with
their audience in more effective manner by using all contemporary means of communication.
This will not only accelerate their customer base but regular follow up will together assist them
in increased conversion rates with enhanced sales and profitability. Followed by which, it has
also defined its beneficial aspects in business by together considering the use of 4P’s in it. Beside
this, both macro and micro environmental factors of internet marketing have been described by
lastly delineating the use of COPA framework in formulating an effective marketing plan using
internet.
1.2 Description of 7P’s of marketing and its impact on the operational procedure of the
organisation
Marketing is referred to be a repeatedly evolving discipline where 7P’s of marketing is an
additive tool used for the formulation of strategic marketing plans. It consists of 7 distinct
elements of marketing where 4 of them are taken up from the previously developed tool of 4P’s
(Jobber and Ellis-Chadwick, 2012). 4P’s was originally created by a famous marketer who was
into academics named E. Jerome McCarthy in the year 1960 which was later extended in 70’s by
Booms & Bitner in the year 1981. As a result, to which, the 7P’s of marketing mix is also known
as an extended tool of marketing comprising with 3 additional elements, as referred below- E- Product- It is mainly in context to the products offered by Smart Restorations Ltd.,
that should fit into the exact requirements of their clients and users. It is basically to fulfil
the expectations of their consumers and indicates the characteristics of its offered
products in terms of its quality, features, availability, warranties, support and use, etc. E- Price- It is with reference to the pricing strategy of the quoted entity where their
proposed goods should signify a good value for money (Roberts and Zahay, 2012). It
does not mean to be very inexpensive but should be worth in terms of its quality and
other assured terms. E- Place- This indicates the availability of the product offered by Smart Restorations
Ltd., where they should make their products easily accessible to their targeted set of
audiences. This is for instance to choose from the most viable strategies like opting for a
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high street selling of goods, ordering via mail, or some more contemporary alternatives
such as online selling or through e- commerce. E- Promotion- It is to promote the offered goods and services of the cited firm where they
can choose from the latest options of marketing (Fritz, 2013). This involves advertising
as the most common strategy, public relations, personal selling, sales promotion with by
proposing offers along with social media tools as the most recent approach. However, the
selected medium should be most informative to the audiences and must communicate
right messages to them. E- People- This is mainly in order to specify the people associated with Smart
Restorations Ltd., and are responsible for its successful operation. This include people
starting from its sales and marketing department to all other concerned bodies. Having a
right set of people is of utmost importance for the quoted company with a special
reference to its marketers and sales persons. E- Process- This states about a prompt delivery of the services provided by the cited
enterprise where it should together meet the expectations of their clients (Potolokova and
Kurysheva, 2013). Also, the ordered product should be delivered on guaranteed time and
in right condition with no indication of any type of rupture, etc.
 E- Physical evidence- Lastly, physical evidence refers to the intangible services provided
by Smart Restorations Ltd., where it refers to the packaging of their products, online
experience given to the clients who have ordered their products and the way in which the
sales staff has interacted with the customers approaching to buy their offered goods and
services.
The reason behind these extended elements was due to a product based framework of
marketing mix that was not serving the needs of service based industries. As a result, to which,
the 7P’s framework of marketing mix is divided in two distinct parts namely “buy and sell” in
context of purchase and sale of products and “delivery/ service” for provision of only services to
the clients. Herein, the first part of buy and sell indicates the use of 4P’s of marketing mix in
contrary to the other 3 extended elements that are categorised within the segment of delivery/
service (Taylor and Strutton, 2010). Beside this, there exists an additional P called 8th P used for
philosophy of partnership on whose basis, the chosen company should opt for an ethical
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approach to serve their customers. Considering this, Smart Restorations Ltd is also required to
operate in a logical manner.
Conclusion
This section has concluded the use of extended marketing mix elements by together
referring to the use of its previously defined elements of 4P’s model. It has lastly related to the
operational context of Smart Restorations Ltd to ascertain the way in which, they will tend to
implement it into their undertaken strategies of marketing. On evaluating the above defined 7P’s
of marketing mix framework, it has been found that Smart Restorations Ltd can easily create its
marketing related strategies in much tactical method.
1.3 Internet marketing tools
Internet marketing tools also known as eMarketing tools are largely used to formulate
advertising campaigns using various electronic tools. It is also on considering today’s
contemporary era of marketing, organisations like Smart Restoration Ltd are facilitated through
several tools enabling the use of internet marketing. Though, an eMarketing plan can either
become a part of traditional marketing campaigns or can be standalone as an internet marketing
campaign (Bandyopadhyay, 2001). Online marketing is known to be the most efficient mean
used for the purpose of promoting either a brand or its products and services via internet.
Marketing via internet is also known to have a wider scope of email marketing, any type of
publicity related activities conducted through wireless media or managing customer relationship
electronically. Below are some specified tools of internet marketing-
 Email marketing- This is basically to make a profound use of emails for creating
effective relationship with the potential clients where it is referred to be a single
segment of online marketing (Tsai and Cheng, 2012). It further comprises with the
various other aspects of internet marketing through social media tools, websites and
blogs, etc. However, it is different from that to a direct mail forwarded with the help
of postal facilities and is rather send via emails in the form of electronic messages.
 Content marketing- It is referred to be one of the most strategic approach of
marketing via content of high quality to create a durable relationship with the clients
where they represent a clearly defined set of audience (Camusio, 2011). This type of
marketing is mainly focussed on the generation and delivery of valuable content that
is also pertinent in nature and has a consistent outlook to attract a large set of
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consumers. Such long-term strategy is apparent to assist Smart Restorations Ltd., in
driving gainful acts by the consumers by positively impacting on their purchase
related decisions.
 SEO- SEO referring to search engine optimization is stated to be a procedure of
receiving traffic from search results that are often unrestricted, organic or non-paid,
natural and journalistic in nature and can be found on various search engines like
Google, Yahoo or Bing, etc., (Taylor and Strutton, 2010).
 SEM- Search engine marketing or SEM is also stated to be a strategic approach of
marketing that involves promoting the websites of companies like Smart
Restorations Ltd to raise the visibility of their search engine results (Corley II,
Jourdan and Ingram, 2013). It includes both paid and free traffic where the paid
traffic is together meant for paid search publicity.
It is on considering the two essentialities of marketing in the business systems of Smart
Restorations Ltd., there exits two commercial transactions namely B2B, i.e., business to business
and B2C, i.e., business to customers (Fawzy and Dworski, 2010). These are some specific
procedures of marketing undertaken to sell the proposed goods and services either to the
customers or to the businesses. However, there exists some leading differences while
implementing B2B and B2C internet marketing, as detailed below-
 The content marketing strategy adopted by Smart Restorations Ltd., for B2B deal is
required to be more precise and industry driven in comparison to B2C.
 Public relations via internet is not assistive in B2B marketing in contrast to B2C
(Gangeshwer, 2013).
 Providing accurate information is a key in B2B transactions in contradiction to B2C
transactions, whose campaigning can be done via videos or tweets, etc.
 In B2B dealings, distinct social media networks can be used to sustain its aspect of
creating long-term relationship in opposition to B2C transactions that can also consider
using some elementary means like Facebook, etc.
On comparing the aforementioned tools of internet marketing, it has been found that all
these measures are expedient for the use of businesses like Smart Restorations Ltd., and are also
cost effective in nature (Gilmore and Erdem, 2011). It is specially on considering email
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marketing and content marketing that are more cost effective in comparison to the other referred
tools namely SEO and SEM.
Conclusion
It is on concluding the above section that has determined the use of internet marketing
tools by organisations like Smart Restorations Ltd. Considering the same, it has been found that
use of such effective tools can thoroughly enable them in attracting more number of customers
with contemporary choices. This way, they can refer enhancing their business with huge number
of profits.
1.4 Examining the use of Interactive Order Processing(IOP)
IOP is referred to be an elementary concept of e -commerce used to present reliable
products and easy services to the consumers of online businesses as a feasible determination of
e-commerce. It further consists of a prearranged procedure used for a specific order (Jobber and
Ellis-Chadwick, 2012). Herein, it is mainly in context of processing an order by following a
thorough procedure that involves a workflow related to the operations of picking up the order,
packaging it and delivering the packed item to a shipper. Order processing is a principal
constituent for a successful completion of an order and is thus important for Smart Restorations
Ltd., as well. It however consists of total 4 main steps that are required to be followed by the
quoted firm, as described below- Searching- It is a foremost stage in which, the customers will search for a product of their
choice in the official website of Smart Restorations Ltd., whose information should be
easily accessible to them for a quick purchase (Sheehan, 2010). Here, the cited entity can
opt to hire some sales executives to resolve any prevailing query of the buyers at the time
of choosing a product. Ordering- It is yet another requisite phase in which, the booking will be confirmed by the
sales executives of the quoted firm by either sending a confirmation note on the
registered details of the buyer (Mathur and Evans, 2013). It in turn is apparent to provide
a valuable sense of purchase to the shoppers. Payment- Once after the validation, Smart Restorations Ltd is required to send a valid
payment link to those who have confirmed the order. Herein, they should mind the
instance of leaked bank details and thus not take any such chance by opting for
authenticated sites to accept the payment (Roberts and Zahay, 2012). Although, they can
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together consider providing the option of cash on delivery services with extra shipping
charges, if required as per the distance of the area in which the product is needed to be
delivered. However, once after the payment is done, the customers should be able to track
their order with support of a link provided by the cited entity for it. Delivery- It is the last stage in which, the shipper of Smart Restorations Ltd should
properly deliver client’s order on specified date and time with no probabilities of failure
in it (Moran and Hunt, 2014).
Though, in order to make it more interactive, the chosen organisation can also opt for yet
another approach of taking feedback from their clients who have purchased their products and
services. For this purpose, the customers must be enabled to provide their review in the official
site of Smart Restorations Ltd to state their buying experience (Potolokova and Kurysheva,
2013). Rating system will impart an added feature in their designed website to rate the purchased
product from 1 to 5 on the basis of its excellency and other considerate prospects. Also, the
undertaken organisation should take assistance of secured systems for the purpose of integrating
their data with the help of principled technical measures by using three tier architectures as a
client- server software pattern or webforms, etc.
Conclusion
The above section has concluded the use of IOP by Smart Restoration Ltd., where it
consists of stepwise measures to be used for an effective delivery of the offered goods and
services to their clients. On evaluating the above illustrated 4 step procedures, some other related
processes have together been added to make it more interactive for the clients which is important
for the selected company to attract large number of shoppers.
TASK 2
2.1 Preparing mechanism of SEM
SEM is referred to be an effective way for growing the business in a progressively
contending market. It is on considering the recent choices of today’s contemporary consumers,
online advertising is of an utmost importance for most of the businesses (Ryan, 2016). Herein,
use of SME is one of the most effective approach for promoting the offered goods and services
of Smart Restorations Ltd for further enhancing its business to a great extent.
It is on referring to the mechanism of SEM that involves the below mentioned factors-
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(a) Search engine optimization- It is referred to be a method of raising the total number of
visitors in the official website of Smart Restorations Ltd., by confirming a high appearance of
their site in the result lists produced by the search engine. It is thereby used to increase visitor’s
quantity to the site of the cited firm (Omar, Bathgate and Nwankwo, 2011). It is beneficial in
terms of drawing the attention of quality traffic where the traffic generated from SEO is likely to
lead into positive conversions by lastly raising the sales of the quoted enterprise and generating
high number of leads. Beside this, SEO is known to create a sense of confidence and
trustworthiness in clients with no such requirement of getting into paid advertising.
(b) Landing page- A landing page is a type of web page that serves as an entry point for
company’s website where it also refers to a particular segment of their website. It is basically
used for the conversion of leads at much higher pace (Sinha, Ahuja and Medury, 2011). One of
the most beneficial aspect of landing page is its direct support in attaining the business goals
where it also assists in improving the perception of company’s brand and their paid search
campaigns. One such example of landing page is Wistia.
(c) Geo- targeting- This is referred to be a method for determining the geographic location of the
visitors who have visited the company’s website. This is basically to deliver distinct content to
visitors visiting the website from different locations (Mills and Law, 2013). It is mostly used to
target the local consumers via paid search campaigns. It is one of the most beneficial tool for
B2B marketers and tends to enhance the efficacy of pay per click (PPC) campaigning. It is for
instance to provide shipping proposals as per the located area of the customer and display local
shipping announcements, etc.
(d) Email marketing- It is referred to be an act of transmitting commercial messages to the clients
or a group of people with the help of email. Therefore, in broader sense, each email sent to a
potent client is known as email marketing. There exist plentiful uses of email marketing where it
is used to reinforce the relationship with the clients (Tiago and Tiago, 2012). It is referred to be
one of the most beneficial tool of marketing via online means that is very cost effective in nature
and also tends to create a sense of trustworthiness in the consumers towards the organisations
like Smart Restorations Ltd. It together assists in boosting up the sales of Smart Restorations
Ltd., to a great extent.
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Conclusion
This is on concluding the above section that has clearly recognised the mechanism of
SEM in terms of their uses and benefits. Beside this, it has also justified the application of all of
these procedures by Smart Restorations Ltd., to effectively interact with their customers.
2.2 Copy for a suitable opt-in email marketing newsletter
Opt-in email is specified to be a term which is used at the time of getting an alternative of
receiving email. It is a type of mailing list in the form of advertisement or newsletter, etc. It is a
way in which the organisations like Smart Restorations Ltd., firstly consider obtaining the
permission of the consumers before sending an email to them which otherwise goes into the list
of uninvited bulk mail or spam list. Below is an example of an opt-in email marketing newsletter
for the targeted customers of Smart Restorations Ltd.
Subscribe to our newsletter for hourly offers!!!
For this, kindly enter your first name and e-mail ID below.
Name:
E-mail:
We are pleased to inform you our newly planned newsletter offering interesting discounts on the
booking of customised furniture’s at every hour of the day. Herein, our team will strive their best
to keep you informed about every single minute offer by sending you details in your above
provided information.
In case you want to unsubscribe from it, kindly mail us back or call onto our customer support
number given in our website.
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Conclusion
The above part has summarised the use of an opt-in email marketing newsletter so as to
invite subscription of their potential consumers. It is because of the efficacy of such well-made
and effectual form that is proven to build a trustworthy and long-term relationship with the
targeted audience of Smart Restorations Ltd.
2.3 Identifying guidelines for best practice in online public relations and the way in which it will
be followed for digital marketing communications
Online public relation or online PR is defined to be an activity that is concerned with
bringing improvements in the marketing outcomes of organisations like Smart Restorations Ltd
with the use of several other communication methods of digital marketing. It is with a particular
reference to social media, partnership marketing, SEO for creating links, word of mouth or viral
marketing, etc., (Tse, 2013). However, it is quite similar to the traditional measures of PR with a
correspondent outlook of influencing individuals instead of purchasing deployment for brand
content. Such type of influence may in turn result in a narration in newspaper, magazine or blog,
etc., by together leading to certain online pick up in social media.
This is on discoursing upon the best practices of online PR, it is important for the cited
entity to have a primary understanding about the key aspects of PR where it is specially aimed at
managing communication among Smart Restorations Ltd and its key stakeholders. It should be
together incorporated with a principal focus upon the creation of a positive image (Kriemadis,
Terzoudis and Kartakoullis, 2010). Online PR tends to hire websites and other required technical
skills of internet like email, chats, group discussions, remote kiosk terminals and file transfer,
etc. Herein, the factors responsible to shape up such formation of electronic organisational
public- relationship relates directly connects to the quoted entity, the systems they are
considering to use and its users.
Best practices of online PR not only narrate the story of organisations like Smart
Restorations Ltd., but also assists in shaping it up and its undertaken operations. It is hereby
important for the consultant of the cited firm to firstly determine the actual concerns of its
targeted set of audience (Chakraborty, 2015). It should be with a clear identification of their
expectations and elucidate the same to their administrative bodies. This necessitates the
marketing personnel of Smart Restorations Ltd to undertake some best practices of online PR by
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conducting timely research, creating relationships, measuring the applied tactics and their
outcomes by lastly writing the same.
The chosen company can hereby refer to comply with these practices by following some
operative guidelines that involves segmenting the targeted set of audiences into pertinent sub-
groups. After which, they can also identify relevant sources of customer information by together
generating a separate list of media source for each of their segments. It however need them to
review the sources of media as a way of recognizing journalists. Next is to assess the alternatives
for conveyance to decide a suitable time for delivering (Tools Used in Internet Marketing, 2015).
For this purpose, the marketers are also required to choose accurate tools of PR by lastly
monitoring the coverage and measuring the outcomes of campaigning. However, in case, the
quoted enterprise gets fail in complying to the guideline of best practices for online PR, they may
have to deal with a difficult situation of not being able to create a long-term relationship with
their clients. Apart from this, they my together suffer from a declined publicity of their brand
with reduced number of sales, severely impacting upon their profits.
Conclusion
It is on concluding the above section meant for the demonstration of online PR and its
other related aspects, it has been found that such type of electronic PR is one of the most
considerate measure to be taken up by the organisations like Smart Restorations Ltd. This is on
considering some of its relative facts where online PR is required to be implemented with the
help of some specific strategies followed by apt practices and their guidelines. It is therefore
important for the cited company to rigorously follow the above determined measures for a
successful implementation of online PR. However, any sort of negligence by Smart Restorations
Ltd over here can result into a vanishing sense of loyalty in their customers.
2.4 Demonstrating the way in which Smart Restorations Limited can use new digital media
communities
Digital media community is referred to be a virtual community with several members
having common interests in it. It is basically used to strengthen the process of research and
communicate in more interactive way by sharing relevant set of data with the associated
members. This entails the use of websites, software applications and varied other modern
technologies to engage with today’s contemporary users in much effective way (5 Benefits of
Pay-Per-Click, 2014). Although, those who are considering to become a part of such type of
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community groups are firstly required to become a participant by through a specific site with a
necessary requisition of an online connection. Some of the digital media communities involve
instant messaging also known as IM, chatrooms, file sharing sites, blogs and discussion groups,
etc., as outlined below- Instant messaging- Abbreviated as IM, it is a communication service that enable the users
to exchange the text messages in real time with assistance of a software application. It
thereby differs from an ordinary system of texting via email, etc., in the proximity of the
communication exchange. It is due to its constant exchange of message in the simplest
way by not considering to send it back and forth. Previously, most of these were text only
exchanges via famous services namely MSN Messenger, Apple’s iChat, AOL and
Yahoo! Messenger, etc. Using this service by Smart Restorations Ltd in their daily
business routine can help them in several ways (eCommerce Order Processing Services,
2015). This is on considering its cost savings benefit where the cited firm can specially
use this service to handle the long-distance orders with no requirement of paying for the
phone related charges. It is also referred to be a convenient tool for their employees to
make quick real-time conversations which no requirement of using phone while together
handling any desk related job. However, there together exists several loopholes in this
service of IM where various sensitive data could be shared among the users that should
not be perceived by any unauthorised user. Beside this, exchange of viruses is also a
concerning matter that could lead to internet crime such as hacking of useful data stored
in the system, etc. Chatrooms- It is a website or an online service providing a virtual venue to those
community members who have common interests and are willing to communicate with
one another in real time. There exist numerous benefits of chatroom for the companies
like Smart Restorations Ltd where it provides a brainstorming location to its employees
to meet and discuss upon a business-related agenda at a secured place (Jain, Ahuja and
Medury, 2013). Beside this, it together helps in hosting client conferencing for supporting
customers and results in an increased productivity of work. However, it together has
some drawbacks where it is usually not very secured for being open for all. File Sharing sites- It is referred to be a technique of issuing access to digital media
including multimedia like video, audio or images, etc., documents, computer programs or
13

electronic books in several ways. Some common file sharing websites include Google
Drive and DropBox, etc., (Ward, 2014). It is together associated with several number of
pros and cons involving more accessibility of space for the users for accessing programs
with simple directions. However, security issues are some common loopholes of this
tactic leading to a potential breakage of copyright laws, etc. Blogs- This refers to a regular updation of company’s website where its content is
informally written in a conversational style. It is only about being social where the
individuals of Smart Restorations Ltd associated with this practice are required to solve
the queries dropped by people, displaying on their web page (Gerjets, 2012). They are
however required to have excellent knowledge of writing with professional skills of a
blogger. It together has several advantages and disadvantages where Smart Restorations
Ltd can use it as an outstanding tool for brand awareness by together being able to track
and assess their performance. Also, attracting new set of consumers by engaging the
present ones is referred to be a strategic prospect of blogging. However, it is often time
consuming and a challenging task to come up with unique content all the time. Discussion groups- This is stated to be a group of individuals having common set of
interests and gathering either formally or informally to come up with distinct ideas for
resolving a problematic concern and provide their remarks. The major number of
approaches are through conference calls, in person or websites, etc., (Elliot, 2014). Smart
Restorations Ltd with the help of this tactic can assist two or more experts to interact with
one other for solving any concerning agenda of their business. It is a cost-effective
measure for a prompt acquisition of valuable information. However, data analysis
required while following this measure is time consuming and challenging in nature.
Conclusion
This is on summarizing the above section that has demonstrated the use of new digital
communities by Smart Restorations Ltd, where it has been found that using these services are
apparent to benefit the cited company to a great extent. It is mainly on considering the use of
blogs and discussion groups, etc., where such strategic approach for interacting with the
audiences could truly attract abundant number of consumers towards their brand.
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TASK 3
3.1 Conducting secondary market research
Secondary market research is a previously compiled and arranged investigation done with
the help of secondary resources like company reports, studies undertaken by governmental
agencies or trade associations, etc. A secondary research is also known as desk research and
includes summarizing, collating and synthesising existing study (Vieria, 2008). It consists of
several number of benefits for being both cost and time effective. Also, it requires less input of
efforts needed to be put by a researcher where it also forms a base for primary investigation.
Below is the gathered set of data on the online shopping behaviour of consumers which is
secondary in nature and has been collected from two selective sites-
 https://home.kpmg.com/xx/en/home/insights/2017/01/online-purchase-behvior.html
This study has reflected a survey conducted by KPMG where they have surveyed total 18430
customers belonging from 51 different nations to know their current experience of online
shopping. It has clearly indicated this fact where online shopping is continually rising as a trend
at a higher pace. Also, the generation X who are born between the time period of 1966 to 1981 is
found to be more active in shopping online with a lively presence of baby boomers as well.
Lastly, the men are also found to shop more in comparison to women with changing trends of
product categorisation in online selling.
 https://www.hallaminternet.com/apply-aida-model-digital-marketing/
This research has showcased the implementation of a well-known model called AIDA in the
practice of digital marketing (Elliot, 2014). Herein, AIDA is referred to be a classical model of
marketing that greatly assists the marketers to comprehend the intellectual process of taking
decisions by the buyers while purchasing things. AIDA is thereby referred to be an abbreviation
which stands for-
o A- This is a foremost step in which, Smart Restorations Ltd is primarily
responsible for creating awareness of their brand among the users.
o I- It is yet another step in which, the marketers of the quoted enterprise is required
to generate an interest in the purchaser for acknowledging more data about their
proposed goods and services.
o D- This is to stimulate a willingness in the buyer for purchasing the product.
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o A- It is the last step in which, the marketers of the cited organisation are required
to move the visitor who showed interest, to communicate with them.
Conclusion
The above part has summarised a secondary research carried out to ascertain the online
purchase behaviour of consumers by together demonstrating the use of a popular marketing
model called AIDA. A proper use of this model is apparent to assist Smart Restorations Ltd in
referring to the purchasing mindset of the customers and acknowledge their thinking patterns
where this model is specifically used to know online buying behaviour of the customers. By this
approach, the selected company can use this for attaining long term success in the business.
3.2 Designing an online survey
Below is an online survey carried to identify the encouraging factors that inspire the
shoppers to purchase online.
Questionnaire
Name-
Gender-
Age-
 How often do you consider renovating furniture’s?
Once in 3-4 months
In every 6 months
Once in a year
Never
 What is the most preferred mean of buying furniture’s?
Online
Stores
 What is the most considerate factor you look for while purchasing offline from a
store?
Resolving queries about the product you are considering to buy
Avoiding long queues at the billing counter
Sociability of the staff
Please specify, if other__________
 What are the important factors for you at the time of making online purchasing?
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Easy navigation on the website
In-depth information about the product
24 hours availability
Please specify, if other__________
 In case you prefer to buy offline, what can possibly change your attitude towards
online shopping?
Free returns or exchange
Timely delivery of products
No shipping charges
Customer’s reviews on all products
Huge discount in comparison to instore prices
 What will encourage you to purchase from a new online brand?
Friend’s recommendation
Ethics and morals of the brand
Special offers
Positive brand review in publications
 From the below mentioned devices, what do you use almost on everyday basis?
Phone apps
Mobile internet
Facebook/ Twitter
Blogs
Benefits of conducting online surveys A foremost benefit of online survey is its suitability for the respondents. Also, it is apparent to take less amount of time with less requirement of spending costs.
Risks of conducting online surveys Limited number of sampling in terms of less accessibility of the respondents. Possible problems of collaboration from respondent’s side.
Ways in which Smart Restorations Ltd will be benefitted from online surveys
This is on considering the above ascertained pros and cons of online surveys, Smart
Restorations Ltd can hereby get benefited from its less expenditure of both time and cost.
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Moreover, they can design a flexible survey as per the convenience of the respondents where
they can hereby refer to give answers as per the suitability of their own schedule and can once
begin with no such hurry of completion. This will help them to provide accurate data by together
supporting the cited firm to acquire relevant set of answers from the respondents.
Secondary data sources on "what encourage shoppers to buy online" to explain the
importance of such surveys
This is in context to a secondary data source investigated the factors that encourage the
shoppers to make online purchase. Considering its results, it has been found that pricing and
promotion are the two imperative factors that largely promote the online buying behavior of the
consumers to a great extent (What influences shoppers to buy online?, 2017). Herein, it has also
indicted high costs of shipping to be a prime reason behind rejecting the choice of shopping
online by the users. This type of survey is together important for Smart Restorations Ltd where it
provides a base to their previously conducted online surveys. It is where secondary survey is
apparent to assist in undertaking an internal analysis of once own company by comparing the
outcomes with that to the contenders operating in a similar field of business. Lastly, both type of
surveys are proven to assist Smart Restorations Ltd in making effective decisions at the end.
Conclusion
This is to conclude the above section in which, an online survey has been designed to
know the buying behaviour of customers while shopping online. Herein, both benefits and risks
of conducting online surveys has been found where it costs less in terms of both time and money.
However, there together exists some leading drawbacks due to no trained interviewer with
possibility of facing cooperation related issues and limited number of sampling and the less
accessibility of respondents.
3.3 Use of electronic customer relationship
Definition of E-CRM-
Electronic customer relationship also termed as E-CRM is known to enable the
enterprises like Smart Restorations Ltd in an easy and effective implementation of their CRM
procedure (Starinsky, 2016). It is done by focusing upon a likely use of internet or web based
communication among the quoted firm and its customers. It is on considering today’s contending
business environment, there exists a prevailing emergence of E-CRM to strategically satisfy
today’s modernised requirements of the customers.
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Uses of E-CRM to Smart Restorations Ltd-
An effective usage of E- CRM together shows a customer focused strategy of the entities
replacing the previous consideration of being product focussed. E- CRM is referred to be a well-
constructed and synchronised procedure of CRM that systematises the marketing, customer
service and sales related procedures of Smart Restorations Ltd. It is on considering the assistance
of an efficient E- CRM, the cited firm will be enabled with enhanced customer interactions to
further meet out the changing needs of their customers and accordingly customise their offered
products.
E- CRM procedure-
The E- CRM process if known to provide an interactive path to enhance communication
among the organisations like Smart Restorations Ltd, its customers and employees via web based
technologies (Turban and et. al., 2017). This procedure is known to integrate hardware, software,
administration’s commitments and procedures to support the CRM related business strategies of
the quoted firm.
E- CRM strategy-
E- CRM strategy includes the collection of data related to the customers along with their
transaction history, information about the content and the products. After which, it will also tend
to evaluate the characteristics of the customers to further undertake both transactional and
activity analysis.
Pros of E- CRM-
 An improved relationship with the customers with enhanced provisioning of services and
support.
 It enables the organizations like Smart Restorations Ltd in corresponding to consumer
behavior with appropriate proposals.
 It also tends to raise the satisfaction level of customers by together enhancing their loyal
perspective towards the firm (Wirtz and et. al., 2013).
 It leads to a greater level of efficiency with reduced expenditure.
 It together helps in increasing the business revenue of Smart Restorations Ltd by
attracting large number of consumers.
Cons of E- CRM-
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 A foremost drawback of E-CRM is a complete removal of human component from the
business.
 There together exists many security related issues that often keeps the data at stake.
 As a result, to which, it can easily give the access of any such sensitive information to
any third-party user not authorised for its use.
 The stored data can lose in case of an unmaintained database.
Three main components of E-CRM-
 Operational- It is the 1st type of E-CRM that will help Smart Restorations Ltd in directly
connecting to their customers and create a relationship among them and their
management bodies by enabling an efficient communication (Khodakarami and Chan,
2014). Such general areas of operational E-CRM involve sales force automation,
marketing automation and customer service support, etc.
 Collaborative- This type of E-CRM is known to emphasis upon the improvement of
customer’s self-service by exploiting communication with the consumers with the help of
various customer touch points. This is for instance to use a personalised web page by
Smart Restorations Ltd.
 Analytical- Lastly, an analytical E-CRM concentrates upon combining the data collected
from the customers in operational CRM with that to the external sources of information
(Farquad, Ravi and Raju, 2014). This is done to identify ways in which client
personalities can be used to boost up both organisational as well as customer values.
TASK 4
4.1 Outlining an internet marketing plan
 Background- This is in context to specify the background of Smart Restorations Ltd and
its internet marketing plan where it is a small business enterprise selling and purchasing
renovated office furniture’s. It is now intended to improve its position by undertaking a
principal assistance of several internet tools by enhancing its websites and increase its
rate of conversion.
 Objective- Our prime goal is to meet out the contemporary needs of its customers through
modernized means of communication to regularly interact with them.
 Target Audience- Our targeted set of audience is the offices having a modernized outlook
and prefers purchasing advanced furniture.
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 Promise- Smart Restorations Ltd is committed to provide quality services to its customers
by delivering it on time at their preferred location. Also, the product can be customized as
per the requirement of the customers.
 Support for your promise- We ensure guaranteed quality of our product with great
durability. Though, we also give free returns or exchange, in case, any of our customer
does not feel gratified from the product they have received. It is along with free
customization facility.
 Key message- Our key message to our audience is to adopt ecofriendly approaches like us
and continue supporting us in our adoption of eco- friendly methods for producing goods.
 Timing & Parameters- We are also pledged to make a timely delivery of your ordered
products and you are thus requested to cooperate us in it by providing relevant contact
information with at least 2 phone numbers and a mail ID with proper address in which it
is required to be delivered.
4.2 Pay per click advertising
Covered in PPT
CONCLUSION
This is on concluding the above report that has summarized the essentialities of internet
marketing and its use in business. Herein, various efficient tools of marketing via online
measures were taken into consideration with a significant outlook of each of them in sustaining a
progressive business. It has specified ways in which these contemporary tools of marketing can
duly assist the businesses in handling today’s contemporary set of users in terms of fulfilling
their present-day needs.
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