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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