Comprehensive Internet Marketing Report: Smart Restorations Limited

This report provides a comprehensive analysis of internet marketing strategies for Smart Restorations Limited, a small firm specializing in office furniture. The report delves into the core elements of internet marketing, including online advertising, social media marketing, email marketing, and search engine optimization. It evaluates the internet marketing mix, examining product, price, place, and promotion. The report compares various internet marketing tools and e-tools, assessing their ease of use and effectiveness. It also explores interactive order processing systems, outlines search engine marketing mechanics, and provides guidelines for opt-in email marketing and online public relations. Additionally, the report includes a design for an online survey, a poster illustrating electronic customer relationship marketing, and an outline for an internet marketing plan, concluding with a presentation on pay-per-click advertising.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Explain elements the elements of internet marketing.......................................................1
1.2 Evaluate internet marketing mix .....................................................................................2
1.3 Compare internet marketing tools, e-tools that will be used............................................3
1.4 How interactive order processing will work....................................................................4
PART 2............................................................................................................................................5
2.1 Briefing on mechanics of search engine marketing.........................................................5
2.2 Opt-in email marketing newsletter...................................................................................6
2.3 Guidelines for best practices in online public relations and shows how it would be follow
for digital marketing communication.....................................................................................6
2.4 How Smart Restorations Limited can use new digital media communities ....................7
PART 3............................................................................................................................................8
3.1 Secondary market research to gather data on customer online shopping behaviour........8
3.2 Design an online survey to collect data on what encourages shoppers to buy online......9
3.3 Create poster to demonstrate how use of electronic customer relationship marketing can be
used to manage and analyse customer interaction................................................................10
4.1 Produce an outline for internet marketing plan for Smart Restorations Limited ..........10
4.2 Presentation on pay per click advertising.......................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Internet marketing is one of the important and great strategy that helps to the organisation
to interact and target audience. It also helps to lead with customers to take actions and aligns
with particular way to make purchasing decisions. This is because, with the help of internet
marketing, there is low operating cost which would be beneficial advertise products and services
in different areas of the world (Štefko, Kiráľová and Mudrík, 2015).
Present study based on Smart Restorations Limited which is small firm and specialised
for buying and selling office furniture system. Furthermore, they are also leading edge to recover
and use internet to improve website and conversion rate.
For gaining insight knowledge of the report, it covers elements of internet marketing. It
helps to evaluate internet marketing mix. Moreover, it includes internet marketing tools, e-tools
that are used to meet with desired level of results. Furthermore, opt-in email marketing
newsletter. In addition to this, it helps to design online survey to collect data that what encourage
shoppers to buy online. In addition to this, It helps to produce internet marketing plan for Smart
Restorations Limited.
PART 1
1.1 Explain elements the elements of internet marketing
Internet marketing is one of the important and powerful aspect that assists to transform
marketing approach. In this consideration, goals can be successfully established in Smart
Restorations Limited to build trust and stimulate customer interactivity. Following are different
elements of internet marketing: Online advertising: In order to set successful marketing in business, it can be stated that
online advertising is one of the important aspect of internet marketing. It helps to getting
variety of online advertisement that are available in front of the chosen enterprise (Kotler,
Kartajaya and Setiawan, 2016). In Smart Restorations Limited, there are several ways for
online advertisement such as google AdWords, PPC advertisement, etc. Social media marketing: Social media marketing integrated into several things in order
to get success in the business. With this regard, Smart Restorations Limited using
different social media channels such as Facebook, Twitter, LinkedIn, etc. It means each
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employee of the chosen business need to share their ideas and information through create
network. Email marketing: Email marketing is also important aspect that helps to get digital
marketing efforts to move for customer attraction. With this regard, sales can be drive to
develop sales so that it assists to reinforce brand in appropriate manner (Baum, 2019).
Email marketing helps to make easier work which also increases popularity of
smartphone in Smart Restorations Limited. Therefore, it can be stated that effectiveness
increases through send and get instant notifications which is effective than ever.
 Search engine optimisation: Search engine optimisation helps to increase brand of the
company in successful manner. Search engine optimisation increase brand online
visibility with successful search marketing (Bacik, Gavurova and Fedorko, 2015). With
this regard, on page optimisation technique and keyword strategy in Smart Restorations
Limited develop that helps to show people interest in products and services. Small and
medium companies can receive considerable on return on investment with making SEO
efforts.
1.2 Evaluate internet marketing mix
Internet marketing mix consider way in which products and services deliver in the market
to conduct research and purchase products with online method. In the market, Smart Restorations
Limited implement online strategies to attract and retain more people. Hence, it includes
following aspect in internet marketing mix: Product: In order to gain more success in the business, it can be stated that marketing
mix of Smart Restorations Limited contain product which refers as services, brand and
merchandise features. The chosen company determines their functions and operations
with office furniture to lead with successful outcomes (Kotler, Kartajaya and Setiawan,
2016). In this regard, improvement can be successfully ascertained that helps to expose
high results in the industry. Price: Furthermore, pricing is also important aspect that helps to improve transparency in
the business. As a result, it is essential to the whole business to set competitive pricing
strategy (Štefko, Kiráľová and Mudrík, 2015). It improves advantages to facing
downward pressure so that different pricing mechanism available in front of Smart
Restorations Limited which is the highest bidder and give specific time period.
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 Place: Place in the marketing mix refers as path which is used to reach towards
customers. Organisation develop their own website which helps to cater specific needs of
country. These specific requirements can also consist language, product mix, cultural
differences, etc. (Bacik, Gavurova and Fedorko, 2015). As a result, it can be stated that
because of internet goods can be supply to direct delivery of products and services.
 Promotion: Moreover, there are several ways to promote products and services in
different areas of the world that would be beneficial to increase positive performances. In
this regard, Smart Restorations Limited advertisement, sales promotion, customer
contact, public relations and direct marketing tools implemented that increase positive
performances at workplace (Dwivedi, Kapoor and Chen, 2015).
1.3 Compare internet marketing tools, e-tools that will be used
Following comparison taken in internet marketing tools and e-tools in the business:
Basis Marketing tools E-tools
Ease of use Marketing tools are easy to use
because in business it helps to
pass vertical response.
However, E-tool requires more
knowledge and technology
information to test it with
small amount of customer
attraction (Li, Wang and Yu,
2015).
Relationship builder In Smart Restorations Limited,
if manager consider marketing
tools so that vertical response
allow to organise lists and it is
responsible for lists and
keeping them updated
(Kovalenko, Okolnishnikova
and Katochkov, 2018).
As compare to this, E-tools
create proper network to
various employees so that it
helps to perform and response
rates to other e-mails.
Quick online campaign and
tracking capabilities
With marketing tool, there is
no quick online campaign
tracking capabilities because it
On the other hand, online
tracking capabilities of e-tools
are very effective and unique
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considers detailed report to
know emails to perform very
well.
which helps to provide 360
degree to view email
marketing (Silva, de Castro
Sousa and de Carvalho, 2018).
1.4 How interactive order processing will work
Interactive order processing system capture data from customer service employees and
directly stores with central database. In this regard, information to the accounting is also
applicable in Smart Restorations Limited to improve desired level of results. It is one of the
important aspect that is used to developed wide range of product line in particular customer
segments (Kalia, Kaur and Singh, 2015). It can be use in both aspect of new and old process.
Following are certain steps in which order processing system used and work: Use a standard order taking form: In this regard, one form will eliminate in which any
confusion occur with in internal and external term. It never creates matter whether
customer service represent to take order on phone in Smart Restorations Limited. Do not accept incomplete order forms: If all needed information is not collected
appropriately, there is delay in processing. This is because, there is wide need to verify
exact information that is required in order (Bacik, Gavurova and Fedorko, 2015). Confirm order with the customer: Confirmation in order means that people
acknowledging order forms which received in the process. Email also include details of
order, contact information and pertinent instructions that are needed. With the help of
appropriate order amount, it can be stated that need of customer can be fulfil easily. Circulate the filled out order form internally: In this way, Smart Restorations Limited
need to distribute order in their department and individual who perform for it. Hence, it
connects carrying out particularly in finance team, operations, manufacturers, etc. It is
important to communicate each person with concerned to know what to expect and how
best to keep (Kubacki and Rundle-Thiele, 2016). Know about order status: With the help of communicating customers in the process, is
very important. In this regard, keep it with speed work so that it helps to delay problems
and let them know immediately to keep customers in the dark (Li, Wang and Yu, 2015).
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 Ask for customer feedback: When customer receive order, it can be stated that feedback
is getting from customers. In this step, business can know about sentiments and insights
to improved with order processing system (Dwivedi, Kapoor and Chen, 2015).
PART 2
2.1 Briefing on mechanics of search engine marketing
Search engine marketing refers as paid for search marketing. Therefore, it considered
system in which businesses pay google to show advertisement in results (Kalia, Kaur and Singh,
2015). It is one of the greatest strength in Smart Restorations Limited to provide opportunities to
put their ads in front of motivated customers. Search engine optimisation: Search engine optimisation is the process of affecting online
visibility of a particular website and web page for unpaid results. It is often referred as
natural, organic and earned results in Smart Restorations Limited. Furthermore, it can be
stated that it is successful methodology of strategy, technique and tactic which enhance
amount of visitors for website to obtain high ranking placement. Paid research engine marketing: Paid search engine marketing in the selected business
can be defines as affords businesses which increase opportunities to advertise within
sponsored listings for a particular partner which is displayed when phone contact is
generated (Kovalenko, Okolnishnikova and Katochkov, 2018). Smart Restorations
Limited use it to promote website with increasing visibility of people. Landing pages: In online marketing, landing page is a single web that consist response to
clicking on search engine optimisation. Therefore, it includes response to clicking and
gain results from marketing promotion, email, online advertisement that considered by
Smart Restorations Limited. Long tail concept: The long tail concept looks at less popular goods that contain very
lower demand. These goods increase in profitability because consumers navigating away
it from mainstream markets (Silva, de Castro Sousa and de Carvalho, 2018). For online
marketing of Smart Restorations Limited, it is more effective so that it assists to manage
inventory in successful way.
 Geo-targetting: Geo-targetting is successful method in marketing which determine
geolocation of website visitor and delivering different content on the basis of location
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(Zwick and Denegri-Knott, 2018). Smart Restorations Limited using different kinds of
tools in these aspects such as google AdWords, opt in email, etc.
2.2 Opt-in email marketing newsletter
Smart Restorations Limited
20% off on Office furniture sales
plus free shipping on purchasing of £500.00
Please join us with superb offer and get more exiting offers.
Smart Restorations Limited provide 20% discount on their office furniture products. Come soon
and get more offers with limited time.
Smart Restorations Limited
Email Address: [e-mail]
2.3 Guidelines for best practices in online public relations and shows how it would be follow for
digital marketing communication
Online public relation is an essential activity that develop any marketing campaign in
successful way. This is because, in Smart Restorations Limited online PR determines link
building with specialist directory entry, competition promotion, etc. Ultimately success also
measured to perform effective functioning which return on monetary investment (Williams and
Derrick, 2018). In the chosen business, following are certain guidelines must be followed to
attain overall outcomes: Conduct appropriate research: In order to consider effectiveness, it can be stated that
best practices in order to develop online public relation must be successfully develop
through conduct appropriate research. It also helps to Smart Restorations Limited to
know about product demand and requirement. Therefore, they can easily deal to
communicate desired level of results at workplace. It would be beneficial to focus on
digital marketing communication that would be ascertained to fulfil successful online
public relations (Štefko, Kiráľová and Mudrík, 2015). Maintain relationship: Furthermore, it can be stated that in online public relations
maintenance is also essential. This is because, in this regard Smart Restorations Limited
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can communicate with digital tools to attain overall goals and objectives as well. It is also
helpful consideration that fulfil customer expectations. Appropriate measurement: Moreover, appropriate measurement also need to take so that
it increases more effectiveness to follow guidelines in the business (Chaffey and Smith,
2017). With this regard, desired level of results can be evaluate to conduct research for
more measurement. It is useful for Smart Restorations Limited to attain overall outcomes
to focus on digital marketing communication.
 Writing: Along with this, Smart Restorations Limited need to focus on writing that would
be follow to show effectiveness with digital marketing communication. In this regard,
Smart Restorations Limited need to attain their effectiveness to show more targets and
follow for digital marketing communication. With the help of proper and effective
writing about online marketing, systematic communication ascertained to show more
targets (Li, Wang and Yu, 2015).
2.4 How Smart Restorations Limited can use new digital media communities
In Smart Restorations Limited, following are different ways in which new digital media
communities can involve effective results: File sharing sites: Document and file sharing is a successful and great way of building
and spreading quality content across different platforms for millions of users. Driving
force behind content marketing is creation of high quality, relevant content that helps to
consider useful information to consumers with solving problems (Kotler, Kartajaya and
Setiawan, 2016). In Smart Restorations Limited it is free online presentation which make
document in existing blogs with more than 58 million unique visitors. For instance, sound
cloud, audio mack, etc. Instant messaging: In the business, there are several kinds of apps exists that determine
instant message to get more real time than instant messaging. Many of these apps allow
users to message one another without any SMS data (Kalia, Kaur and Singh, 2015). As a
result, requirement of traditional text message is the most popular instant messaging apps
that offer additional functionality and services which considered for next generation of
SMS, text, etc. Chatrooms: Chatroom is one of the important and official website which is part of online
service that also provide venue for communities of users with common interest that is
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communicated in real time (Silva, de Castro Sousa and de Carvalho, 2018). It is one of
the important tool that can be used by Smart Restorations Limited with text based
messages. Discussion groups: Discussion group is a several members of individuals who possess
similar interest and gather formally and informally ideas that helps to solve issue and
problems (Chen, Ma and Zheng, 2018). Major approach also implemented that respond
through comments and post forum which establish through mailing list.
 Blogs: Blogs and website are one of the important online public relationship that helps to
set up with free domain name and receive web hosting as well. With this regard, Smart
Restorations Limited can easily involve communication or publishing information on
world wide web. Each blog is personal diary and project collaboration tool so that it
communicating and publishing information on the web (Kubacki and Rundle-Thiele,
2016).
PART 3
3.1 Secondary market research to gather data on customer online shopping behaviour
In order to conduct secondary market research, it can be stated that 44% of online
shoppers use their smartphone to shop several devices. Over half of consumers consider their
shopping online with consisting simultaneously to perform other tasks to compete for their
attention. Within Smart Restorations Limited, 77% cite shipping and other extra fees which
considered reason that would be abandon with online shopping cart. Furthermore, World Wide
Web has propelled in small extent of changes in attitude and behaviour of people in all over the
world. It emerged to influence ordinary citizens (Sheikh, Shahzad and Ishak, 2016). Hence,
online shopping has been considered to undertake and understand behaviour with online to save
time.
Online shopping is the easy solution for engaged people in all over the world. In the past
several decades, there is massive change in which customers do shopping. Users and buyers feel
convenient to online shopping. It saves crucial time for modern people for willingly to spend
more on shopping. Primary goal of every business is to offer products and services that are best
serve and fulfil customers needs (Kovalenko, Okolnishnikova and Katochkov, 2018). In UK, for
furniture customer needs develop with more satisfaction so that it is more successful than its
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competitors to satisfy buyers. Hence, it helps to tend and make repetitive purchase in the
enterprise. Online shopping is also evolving fast which make potential growth exponentially to
reach and get more effectiveness (Bacik, Gavurova and Fedorko, 2015).
Furthermore, there are several customers prefer to get more consumer satisfaction with
different aspects of online shopping. As a result, ease of checkout is 81%, variety of brands and
products offered 80%, number of shopping options offered 73%, etc. It assists to focus on 80%
surveyed consumers that are more likely to purchase online products with free shipping. Smart
Restorations Limited mainly attract their customers with considering online consumers'
behaviour (Ward, Ward and Paskhover, 2018). Main purpose of every business is to understand
each customer needs and demand so that online shopping has been assessed to measure
satisfaction level with unique idea and nature.
3.2 Design an online survey to collect data on what encourages shoppers to buy online
Online survey questionnaire
1. Where do you tend to buy furniture products from online method?
 From online retailer
 From supermarket store
 From supermarket and retailer store
2. How often you are buying furniture products online?
 Once in a month
 Once in every six month
 Once in year
3. Which is the main reason to buy furniture online
 Saving time
 Deliver valuable guidance
 Gather more relevant and effective information
4. Do you agree with quality of products that provided by Smart Restorations Limited?
 Highly agreed
 Agreed
 Neutral
 Disagreed
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