Internet Marketing Report: Strategies for Smart Restorations Limited

This report analyzes internet marketing strategies for Smart Restorations Limited, a company specializing in refurbished office furniture. It covers key elements of internet marketing, including social media marketing, web design, and banner advertising. The report evaluates the internet marketing mix, focusing on e-product, e-price, e-place, and e-promotion strategies. It also compares various e-marketing tools like Twitter, Facebook, and company websites. Furthermore, the report details interactive order processing, outlining steps such as product information, customer confirmation, online payment, and secure transactions. The report emphasizes the importance of secondary market research, utilizing data from journals, research papers, and online resources. An online survey is presented to understand consumer preferences. The report also touches upon the use of electronic customer relationship marketing for managing customer interactions.

Internet Marketing

Table of Contents
Internet Marketing....................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing..............................................................................................1
1.2 Evaluation of internet marketing mix....................................................................................2
1.3 Comparing internet marketing tools, eTools that will be used..............................................3
1.4 Interactive order processing...................................................................................................3
TASK 2............................................................................................................................................4
TASK 3............................................................................................................................................4
3.1 Importance of secondary market research.............................................................................4
3.2 Online Survey........................................................................................................................5
3.3 Demonstrate of use of electronic customers relationships marketing to manage customers
interactions...................................................................................................................................7
4.1 Outline of internet marketing plan.........................................................................................8
4.2 Poster on pay per click advertisements..................................................................................1
CONCLUSION................................................................................................................................1
REFERENCES................................................................................................................................1
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INTRODUCTION
There are many organizations that deliver their customers with similar set of products and
services. Ultimate aim of any firm is to gain maximum profit. This is only possible when they
will be able to understand needs and requirement of customers (Fan and Tsai, 2010). With this
respect, there are different set of strategies that are implemented by the firm to develop strong
customer base. In this context, internet marketing is a type of tool that helps the firm to deliver
information and raise brand image for the products and services that are delivered by the firm.
Present report is about Smart Restorations Limited which deals with selling and buying of
refurbished office furniture systems. This report covers the elements of internet marketing.
Further, it covers the mechanics of search engine marketing. Moreover, it covers conducting
secondary market research in order to gain understanding of industry (Fan and Tsai 2010).
Lastly, it also includes use of electronic customer relationship marketing that can be used to
manage and analyse customer interactions.
TASK 1
1.1 Elements of internet marketing
There are different type of marketing elements that are involved in internet marketing.
All these are helpful enough for Smart Restorations Limited to deliver their customers with
adequate services. With this respect, below given are elements of internet marketing:
Social media marketing: In this modern, the use of internet is increasing. With this
respect, there are different social sites that are effective platform to provide information to
customers (Filo and Funk, 2005). In this context, it includes YouTube, Twitter, Facebook,
LinkedIn, etc. These develops an opportunity for two way communication in which firms get to
have effective interaction with customers. Further, it enables them to know the perception of
people towards the services and goods that are delivered by Smart Restorations Limited.
Web design: This a type of platform which the opportunity to organizations to develop
strong presence in internet. There are various ways with the help of which diverse set of designs
are developed through which customers get attracted. People prefer to make use of websites that
are user friendly (Chaffey and et.al., 2009). Further, it includes tools like FLASH and JAVA,
these enable to develop friendly engine websites to customers.
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Banner advertising: It is an effective medium, that enables the Smart Restorations
Limited to provide their customers with information related with products and services. This is
done by delivering on the banners that helps the firm to inform about the good that are provided
by organization. There are various websites available that are helpful enough to present the
banners for the products and services (Litvin, Blose and Laird, 2005). This is more and more
customers get to know about the services that are delivered by the company and this way strong
customers base is developed.
1.2 Evaluation of internet marketing mix
Smart Restorations Limited deals with refurbished office furniture systems. In order to
assess the performance of organization, marketing mix is beneficial. With this respect, below
given are internet marketing mix for Smart Restorations Limited:
E-product: Cited firm deliver their products that is furniture online. In this context, they
make sure that all the information including features, total amount that is to be spend, number of
benefits, etc. are conveyed (Trusov, Bucklin and Pauwels, 2009). In addition to this, they have
also provided the opportunity to make comparison of products that are delivered by diverse
companies. This helps customers to understand about the products and select accordingly.
E-price: The quality in which management sell their products is very high. There are
various type of pricing strategies which are adopted by Smart Restorations Limited time to time.
When they introduce any type of new product, then they deliver at low price so that strong
customer base can be developed. After certain period of time, the price is raised. This is strategy
makes to cover large market in speculated time.
E-place: When customers purchase the products of cited firm from retails, then there are
cases in price of the product is raised as many middlemen get involved. On the other hand, when
products are sold through internet, there are no middlemen involved (Fan and Tsai, 2010). This is
helpful to make the products reach to customers and low price (Coombes and Nicholson, 2013).
In order words, cited firm has their own physical store and also make use of internet source.
E-promotion: There are different set of strategies that are implemented by cited firm to
promote their products. With this respect, the make use of social media in which they deliver
information about the products and make them to know the perception of people. Further, they
also make use of email. All the information about the changes in deals or pricing is distributed
with the help of email (Litvin, Blose and Laird, 2005).
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1.3 Comparing internet marketing tools, eTools that will be used
In order to achieve objectives of online marketing, E-marketing tools are used. In this
context, Smart Restorations Limited make use of these tools in order to expand their scope and in
facilitating E-marketing. Below given are various elements of E-marketing tools:
Twitter: It is an effective tool that provide the opportunity to convey information about
new provide to customers (Filo and Funk, 2005). Further, it also provides the opportunity to
convey about facts and pictures and this is enables to raise brand awareness and to develop a
strong customer base.
Facebook: Cited firm has strong presence in this tool. This is a type of platform in which
there are many accounts and it provides the opportunity to cover wide range of people. This
helps to know perception of people towards the information that is provided by Smart
Restorations Limited.
Company website: Cited firm do maintain their official website. With change in
technology and time, they make frequent changes in the services and design (Chaffey and et.al.,
2009). It helps to provide information to people about company, it products, ways to place order
and getting feedback from customers regarding the issues that are faced by them.
1.4 Interactive order processing
Smart Restorations Limited is a small firm that is specialized in buying and selling
refurbished of office furniture systems (Riasi and Pourmiri, 2015). For selling its products
online, company is taking assistance from manager of Medium Blue Search engine marketing to
improve their websites and conversion rate. In interactive order processing, entity chooses
various methods for making their order processing smooth and effective (Salleh, Hashima, and
Murphy, 2015). Steps and practices that are included in interactive order processing are as
follows:-
Information about product:
Under this, detailed information is given to consumers about organization's products and
their services (Vásquez, and Escamilla, 2014). A toolbar is given of entity's webpages with help
of that tool bar customers easily asses the information of products and services.
Conformation by customers:
Customers assess the information about products and they add these in cart for
purchasing. Consumers send request to internal delivery system and avilability of products is
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checked there (Patwardhan, Pandey and Dhume, 2014). If requested products are available then
message of confirmation will be sent to customer's contact number.
Online payment and delivery of products:
For making delivery of products, it is important for company to develop valid gate way
for making online payments. For online payments, entity gives various options to their customers
such as credit card, debit card, PayPal account, etc. Online payments make sure that no fraud has
been done by the customers (Kumar, Chattaraman and Henseler 2013). After conformation of
payment, delivery of products has taken place. Delivery of products is the responsibility of
internal logistics management and post-delivery feedback is taken from the consumers.
Secure Transaction
For effective interactive order processing, it is important to make the relevant data of
consumers and entity secured (Berger and Thomas, 2016). In order to secure online payment,
entity integrated with payments gateway software programs which make online payments more
authentic and safe.
TASK 2
Enclosed in ppt
TASK 3
3.1 Importance of secondary market research
In order to conduct secondary market research regarding furniture industry, the manger of
Medium Blue search Engine will collect data from various sources such as journals, research
papers, news articles and online resources (Ramsaran-Fowdar, and Fowdar, 2013). The
secondary market research helps company in making and developing its marketing strategy.
With the help of this technique, entity can identify customer’s needs and their requirements
(Durkin, 2013). By collecting data from secondary market research, organization can develop its
websites and make effective strategies for its online business (5 Best Practices for B2B
Public Relations 2017). Major benefits of using secondary data is that it is time and cost
effective. For conducting primary research, entity needs to invest a lot of time and money
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(Alalwan, Dwivedi and Williams, 2015.). For conducting secondary market research, entity can
use various methods.
Data on internet:
One of the most preferable and popular sources of data collection is internet. On internet,
there are a lot of websites which provide authentic information regarding different businesses.
Websites provide a lot of information which can be used by marketing team of the Smart
Restorations Limited (Kumar, Chattaraman and Henseler, 2013). However, only few websites
provide authentic information regarding market.
Data collected by government agencies:
Every year UK government conducts different types of researches on market and
business firms (Ramsaran-Fowdar and Fowdar, 2013). The entity can use that data for
developing its own marketing strategy. Market research which is conducted by governments
based on various factors such as economic, industry trends and organizational rankings. All these
factors assist company for developing its website and also helpful in making marketing
strategies.
Private publications In the UK, there are various private and commercial institutions that
publish reports regularly (Trusov, Bucklin, and Pauwels, 2009). These institutions conduct
market research for study data and develop different strategic. These institutions are related to
different fields such as economic, stock exchanges and national education research.
3.2 Online Survey
Online survey assist to company for knowing the preferences of consumers. By
conducting online survey entity can identify potential customers and according to their buying
habits they develop websites (Fan, and Tsai, 2010). Questionnaire which is given below is
developed by marketing team which is working for Smart Restorations Limited. Several
questions asked to consumers about online purchasing of products.
Questionnaire
Name:
Gender
 Male
 Female
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Age
 Above 16 years
 18 year- 25 year
 25 year- 30 year
 30 year- 45 year
 above 45 year
Do you like to purchase furnitures online?
 Yes
 No
Do you think online purchasing is better than direct purchasing?
 Yes
 No
Do you online purchasing gives quality in its products ?
 Yes
 No
Are you satisfied with services of Smart Restoration Ltd?
Yes
No
Would you like to give some suggestions to Smart Restoration for improving their product and
customers services?
…................................................................................................................................................
Thank you
After conducting data from the questionnaire it is identified many consumers like to
purchase products through direct purchasing approach (Filo, and Funk, 2005.). According to the
consumers through this approach they get more quality products and assess more informations
about products. On online marketing restricted to customers for making direct contact with
entity. Apart (Chaffey, and et.al. 2009). From this in online purchasing customers are not
satisfied with payments methods. According to them online payment mode is not safe and secure
medium for buying products. However, there are many options available for buyers to making
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online products. In additions, customers also said that on line source does not give reliable
products and services as show in advertisements (Trusov, Bucklin and Pauwels, 2009). Buyers of
Smart Restoration Ltd suggest some ideas for making their services more advance such as cash
on delivery options and adding more advance features in its websites.
3.3 Demonstrate of use of electronic customers relationships marketing to manage customers
interactions.
Electronic customer's relationship can defined as corporate strategy which emphasize on
the development of customer relationship (Ramsaran-Fowdar and Fowdar, 2013.). Electronic
CRM is defined as marketing tool which is used over internet such as email, data collections and
websites. For expanding its businesses through online medium electronic-CRM is well structured
and coordinated process which can be used by Smart Restoration Ltd.
With the help of electronic CRM, entity can make better communication with end users
and also assist the entity for ascertaining needs and preferences of customers. Buyers also
receive many benefits from such kind of technology such as convenient and timely services.
Along with this, it makes online payments more safe and secure (Kumar, Chattaraman and
Henseler, 2013). With increase in competition, it is important for company providing furniture to
provide quality in their products and services. Better and strong relations can be developed with
the business consumers. Loyalty of buyers can also be gained and it will help for enhancing sales
and profitability of the enterprise. It’s also assist to entity for making its pricing and products
strategy as per preferences of buyers.
E-CRM is also regarded as personalized services which enhance customers satisfaction
and also output of company. It provides to all important information to entity for enhancing its
productivity (Durkin, 2013). The major benefit of E-CRM is company gain e loyalty of their
consumer’s but understanding the need of consumers. This improves services of company and
make their customers more loyal towards entity's services. At last by collecting data thorough
this approach make more profits for the organization and improves financial performances of
entity as well.
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TASK 4
4.1 Outline of internet marketing plan
Internet marketing plan outline of Smart Restoration Ltd assist to company for
enchanting their customers and sells (Lee, 2014.). Due to recessions company sales and numbers
of customers are consistently declining. In order to enhancing its sales company is planning to
launch its own websites which aid more consumers in firms (BAUM, E., 2017). There are five
steps which is considered by company for making its internet marketing plan.
Situational Analysis
Elements which are considered for situational analysis is customers, competitors market
and core competencies (Klapper, Biga-Diambeidou. and Lahti, 2016.). For making successful of
online websites it is important for company to know about preferences of customers and find the
right strategy to communicants with them. For competitors Smart Restoration ltd can identify
their digital marketing tactics and conduct effective online market research on customers which
assist to them for identifying potential customers. For market analysis entity can conduct
PESTEL analysis which helps to them for identifying those factors that effects entity
performances from the outside. Core competencies includes make SWOT analysis of entity that
provides useful informations to company for understanding its strengths, weakness, opportunities
and threats.
Tactics
Tactics depend on types of business, customers preferences and budgets (Jamali, Lund-
Thomsen, and Jeppesen, 2017.). For selling its furnitures online Smart Restoration can use
various online platforms such as search engine marketing, social media marketing. E mail
marketing and mobile marketing (assar, Ittner, and Cavalluzzo, 2015). The company chooses
social media marketing because of its give wide network of people on national and international
level.
Measure results
For measuring results the company set SMART objectives (Brunswicker, and
Vanhaverbeke, 2015). This objectives approach helps to them for setting their objectives and
through this company can easily measures its results.
Analytics
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For Analytics of its performances entity can use different Analytics tool such as Google
Analytics to track its campaign's success (Chitura, and et.al., 2015).
Review Monthly
By review its plan on monthly basis company can identify new opportunities and keep
track on its current plan (Choshin and Ghaffari, 2017). It's also assist to company for adopt
changes according to buyers behaviour and take advantages of competitive business.
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