Internet Marketing Report: Strategies for Smart Restoration

This report delves into the realm of internet marketing, examining various strategies and their applications for businesses. It begins by exploring the mechanics of search engine marketing (SEM), detailing the tools used, such as pay-per-click advertising and keyword optimization, and their impact on website visibility and brand recognition. The report then moves on to opt-in email marketing, differentiating between single and double opt-in approaches, and highlighting the importance of client-centric strategies, such as double opt-in for building trust. Furthermore, the report covers guidelines for best practices in online public relations, including affiliate marketing and mobile commerce. Finally, it discusses the use of new digital media communities, particularly Facebook, chatrooms, and YouTube, for promoting products and engaging with customers, offering insights into how businesses can leverage these platforms to enhance their marketing efforts and establish a strong online presence. The report uses Smart Restoration Ltd. as a case study to exemplify the practical application of these strategies.

Internet Marketing
(TASK 2)

Introduction
Internet is essential in all sector and it has their own significance in
these. Most of the peoples are using internet on their daily basis so it
is easy for a company to make their products promotions and sale
by internet. It has several type of marketing tactics which would
useful for a company. E mail marketing, social media marketing and
pay per click marketing are some options which have their
importance in marketing of a product.

2.1 Mechanics of Search Engine Marketing
Search engine marketing uses the tools which are required to make the
company website more visible on the search engines when any user
searches for anything related to that. The companies specialized in this
method, only uses the tools for organic or unpaid advertisements at
minimum cost.
This method helps in increasing the visitors on the site but it also includes
free and unwanted traffic which makes the site slow to response. It gives
larger brand recognition to the company and higher return on investment
and growth. As good as it sounds, it takes a long time to show it's effect
on the business and longer time to show results on ROI. It is cost
effective which means every company must be investing in it and to stand
out from the crowd one has to invest way beyond.

Continue...
The main tools used by the SEO are:
 Pay per click- It is a marketing model in which the publisher of the ad
is paid whenever that ad is clicked on. This model is used for the cost
effectiveness and profitability of internet marketing. Smart Restoration
Ltd. in order to increase it's sales and visitors on the site will have to
showcase it's ad on the search engine and will be bound to pay the
amount pre decided to the publisher for every click on it.
 Keywords- When the company is unable to invest a large amount in the
ad for search engine marketing it can opt for the organic method in
which the website is customised according to the keywords that are
related to the website and the product of the company and are generally
searched by the users. For Smart Restorations Ltd. the company will
have to customise the website according to keywords such as office
furnitures, and equipments, etc.

2.2 Opt in email marketing
Opt-in email marketing is the process of advertising and branding
the products by mails. This method includes sending mails of new
products and offers to customers to keep them interested and
updated about their products and services. There are different
kinds of opt-in emails as single opt-in and double opt-in, one
includes pre permission from the client to send promotional mails
and other one not. In single opt-in process the mails are sent to all
the contact list without any confirmation form the receiver which
leads to mails going in spam or junk mail folder without the receiver
even noticing them. In double opt-in, unlike single opt-in the
permission of the receiver of the mail is obtained to send the
promotional and marketing mails regarding the products and offers
of the company.

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For Smart Restorations company, double opt-in marketing will suitable as
it is client based company as corporate companies. These companies have
trust based relation with the suppliers, hence the bulk mail sent to any
such companies are not considered at any level. To have better relations
with clients the company needs to have confirmed opt-in marketing
system to make it a reliable source for clients.
Respected Sir,
We are having a great offer for our established customers as
we want to thank you for your trust in us and hope to continue
this relationship with you. We are offering a 15% discount on
our products and expect for your positive response on
purchase.
REGARDS
Marketing Manager of Smart Restoration Limited.

2.3 Guidelines for best practice in
online public relations
In any organisation public relations are the most important part to maintain
the customer base. All the companies have now included internet as a way
of communication with the public. Public relations is the best way to create
brand and awareness for product but the need of a expert publicist makes it
an expensive method.
The best practice in online public relations are:
 Affiliate marketing- In this technique of marketing the company
rewards it's affiliate companies whenever they make a customer. It is
mostly same as the internet marketing as it uses the same techniques
and media to promote the business.
 Mobile commerce- Mobile commerce involve the use of latest digital
media technology for promotion of the company as this is the most used
media platform by customers.

2.4 Use of new digital media
communities by businesses
New digital media is the latest ways of marketing that every business has
involved in it's marketing techniques. The social media enables the user to
present it's product on a extensively used platform.
Facebook- The most used social media by customers when supports the
company's ad on it's webpage, it increases the credibility of the company
for the customers. Smart Restorations company can make it's page on the
website and involve it's followers for interaction.
Chatroom- A chatroom can be used to make the conversation between a
seller and an buyer vis dealer in a chatroom simultaneously and without
meeting.
YouTube- Through this digital media the furniture company can present the
real view of the products in videos and provide a better presentation of the
satisfaction of the customers and to establish trust.

References
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice
of marketing (No. 7th). McGraw-Hill Higher Education.
Nezamabad, M.N., 2011. The impact and benefits of internet on
marketing mix. Australian journal of basic and applied sciences.
5(9). pp.1784-1789.
Corley, J.K., Jourdan, Z. and Ingram, W.R., 2013. Internet
marketing: a content analysis of the research. Electronic
Markets. 23(3). pp.177-204.
Sin Tan, K., Chong, S.C. and Lin, B., 2013. Intention to use
internet marketing: A comparative study between Malaysians
and South Koreans. Kybernetes. 42(6). pp.888-905.