Internet Marketing Case Study: Analysis of Smart Restorations Limited

This report presents a detailed case study on internet marketing, focusing on Smart Restorations Limited, a company specializing in office furniture. The assignment explores various aspects of internet marketing, including digital marketing, e-commerce, and the internet marketing mix. It evaluates online advertising, social media marketing, and website strategies, along with interactive order processing. The report also delves into search engine marketing mechanics, online public relations best practices, and the utilization of new digital media communities. Furthermore, it conducts secondary market research on online shopping behavior, designs an online survey, and creates a poster on electronic customer relationship management. Finally, it outlines an internet marketing plan and a presentation on pay-per-click advertising for Smart Restorations Limited. The report aims to provide a comprehensive understanding of how the company can leverage internet marketing to enhance its customer base and sales.

RUNNING HEAD: Internet Marketing
Internet Marketing
A case study of Smart Restorations Limited

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Table of Contents
Introduction................................................................................................................................2
Part 1..........................................................................................................................................3
Explain the elements of internet marketing...............................................................................3
1.2 Evaluate the internet marketing mix....................................................................................4
1.3 Compare internet marketing tools, eTools that will be used................................................5
1.4 Examine how the interactive order processing will work....................................................6
Part 2..........................................................................................................................................7
2.1 Prepare a briefing on the mechanics of search engine marketing........................................7
2.3 Identify guidelines for best practice in online public relations and show how you would
follow it for digital marketing communications.........................................................................9
2.4 Demonstrate how Smart Restorations Limited can use new digital media communities. .10
Part 3........................................................................................................................................11
3.1 Conduct a secondary market research to gather data on customers’ online shopping
behaviour such as statistics......................................................................................................11
3.2 Design an online survey to collect data on ‘what encourages shoppers to buy online......12
3.3 Create a poster to demonstrate how the use of electronic customer relationship marketing
can be used to manage and analyse customer interactions......................................................14
4.1 Produce an outline for an internet marketing plan for Smart Restorations Limited..........15
4.2 Create a short presentation on pay per click advertising....................................................16
Conclusion................................................................................................................................17
References................................................................................................................................18

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Introduction
This assignment is executed on the topic “Internet Marketing”. This report will focus on
developing knowledge regarding the importance of internet marketing in the promotion of the
products or services offered by the organization. A case study of Smart Restorations Limited
has been chosen on the basis of which this assignment will be executed. Smart Restorations
Limited is located in London and operating in the office furniture industry. Smart
Restorations Limited is a small firm which is specialized in the purchase and selling of the
used and refurbished office furniture. For overcoming the recession phase, Smart
Restorations Limited has opted internet as a medium for promoting the products or services
offered. Smart Restorations Limited is planning to triple the sales figures over the period of
two years and enhancing the exposure on the search engines for overcoming the competition
prevailing in the industry.
This report will discuss the different aspects related to the option Smart Restorations Limited
has chosen for the purpose of overcoming the challenges faced due to the recession. Elements
of the internet marketing will be discussed along with the internet marketing mix. This
research will discuss the manner in which internet can be used for the promotion with the
help of digital marketing communications.

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Part 1
Explain the elements of internet marketing
The term internet marketing can be explained as the efforts of marketing and advertising
which helps in driving sales by using e-commerce. Web or internet is used for the purpose of
promoting the products or services or the brand. Internet marketing is considered as an
effective tool used for the purpose of advertising and marketing of the products or services
through online mode (Witold 2015). A platform is provided to the Smart Restorations
Limited for the purpose of attracting the customers and recognizing the brand. Elements of
internet marketing are stated below:
1. Digital marketing: digital marketing involves marketing of the brand and products with the
use of different forms of media. Digital marketing activities are carried out through the
internet (Arulrajah, 2013).
2. E-commerce: e-commerce can be explained the transactions conducted through electronic
mediums. Customers or buyers can engage in the transactions with the sellers with the help of
online mediums. Transactions can be carried out between business to business, consumers to
business and consumers to consumers.
3. E-business: e-business can be explained as the business which is carrying out the operations
over the internet and uses the internet as a medium for enhancing productivity and
profitability of the business (Doostar & Mohammadi, 2014).

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1.2 Evaluate the internet marketing mix
Internet marketing mix can be explained as the use of 4 P’s of the marketing for the purpose
of marketing and advertising of the products or services with the help of internet. There are 7
P’s of extended internet marketing mix which is discussed below:
1. e-Product: this element of the internet marketing mix involves the identification of the needs
of the customers and development of a product which matches with the requirement or needs
of the customers. It also includes online research for the product available (Yazdanifard, et.
al., 2012).
2. e-Place: this element helps in determination of the channel engaged in the distribution of the
products or services and reaching the customers. An approach is developed beyond the own
website.
3. e-Price: this element is used for marking the price of the products or services and adopting an
alternative pricing structure (Vatroslav, 2011).
4. e-Promotion: Focus of this element is on the promotion of the products or services with the
use of the internet as a medium. The focus is on enhancing the customer base by attracting
the customers.
5. e-Physical evidence: this element focuses on the layout of the websites including navigation
and design.
6. e-Process: this element of internet marketing mix focuses on attaining the marketing
functions. It involves purchasing, making payments and delivery process. This involves
accountability for complaints and feedbacks (Varnali, 2010).
7. e-People: this involves the manner in which people deal with the customers. This element
also involves the automated online services.

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1.3 Compare internet marketing tools, eTools that will be used
There are different internet marketing tools available which will be used by Smart
Restorations Limited are compared in the below-attached table:
Basis Online
advertising
Social media
marketing
Websites Mobile
advertising or
applications
Definition Online
advertising can
be defined as the
forms of
marketing which
make use of the
internet for the
advertising of
the products or
services
(Isoraite, 2016).
Social media
platforms are
used for the
purpose of
communicating
with the
customers.
Websites are
used for the
purpose of
attracting the
customers
towards the
brand.
In this approach,
an application of
the organization
is developed for
attracting the
customers.
Cost Cost of this tool
is high
Cost of this tool
is low
Cost of this tool
is high but is
lower than the
cost of online
advertising.
Cost is high but
this tool is
considered
effective in
comparison to
other tools
(Madleňák, et.

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al., 2015).
Interaction with
customers
This tool is
considered less
effective for
interacting with
the customers.
This tool is
considered
effective
This tool is
considered less
effective when it
comes to
interaction with
the customers.
This tool is
considered most
effective for
establishing a
communication
channel between
the company
and customers
(Illiashenko,
2011).

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1.4 Examine how the interactive order processing will work
Smart Restorations Limited is engaged in the buying and selling of the used office furniture.
A systematic approach is adopted for the execution of the business process with the use of
internet marketing. Smart Restorations Limited can adopt a procedure of five steps for the
purpose of developing an effective interactive order processing. This five-step procedure is
discussed below:
1. The first step of the procedure will help the customers in identifying or accessing the
different categories of the furniture on the toolbar. This step will ease the process of search
which will reduce the efforts of the customers. Different categories will help in identification
of the products in a better manner (Riaz Ahamed, et. al., 2011).
2. Next step will ensure that the customers are capable of selecting the products of their choice
from the categories created by Smart Restorations Limited. Products can be added to the cart
by defining the quantity and other requirements.
3. Next step will focus on the creation of a login page and customers have to create a Smart
Restorations Limited account through which order will be placed (Goodman, 2012).
4. In the next step, delivery address, payment mode and details of the delivery will be discussed.
5. Next step will enable the customers for reviewing the orders placed by them and confirming
the order (Mckeown & Beck, 2014).

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Part 2
2.1 Prepare a briefing on the mechanics of search engine marketing
The term search engine marketing can be defined as a form of marketing which involves
promotion or advertisement of the websites by enhancing the visibility of the websites in the
search engines. Search engine marketing is considered an effective approach used for the
purpose of enhancing the visibility of the brand for enhancing the customer base of the
organization. The mechanics of search engine marketing include search engine optimisation,
paid search engine marketing, landing pages, long tail concept and geo-targeting (Berman &
Katona, 2013).
Search engine optimisation can be explained as a process which affects the online visibility of
the website or web page in the web search engine. These are the unpaid results for the
organization. SEO helps in gaining consumer traffic to the website of the organization. Paid
search engine marketing can be explained as advertising done within the sponsored listing of
the search engine and payment is done every time when the ad is clicked each time (Patel,
2012). Landing pages can be explained as a webpage which acts as an entry point for the
website or for a specific section of the website. The long tail concept can help Smart
Restorations Limited in expanding the customer diversity. Geo-targeting can be explained as
the practice of delivering the various contents or advertisements to a website user on the basis
of the geographical location of the user (Dou, et. al., 2010).

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2.2 Write the copy for a suitable opt-in email marketing newsletter

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2.3 Identify guidelines for best practice in online public relations and show how you
would follow it for digital marketing communications
The term online public relations can be explained as the practice used for the transfer of the
data between the organization and public for making them aware of the data of the
organization and developing a healthy relationship with the public through online mode.
Different practices can be used by Smart Restorations Limited for the purpose of creating
online public relations with the customers. These practices are websites, social media
platforms, press releases, and blogs. Information can be shared with the customers with the
use of websites, social media platforms, press releases, and blogs. These approaches will help
in enhancing the customer base by satisfying the needs of the customers (Greysen, et. al.,
2010).
Smart Restorations Limited needs to update the data on regular intervals for making the
customers aware of the changes taking place in the products offered by Smart Restorations
Limited. Smart Restorations Limited needs to answer the issues or problems faced by the
public or customers properly and timely so as to enhance the relationship with the customers
(Chirica, 2013). Use of social media platforms will ensure that regular updates are being
released by Smart Restorations Limited for making customers aware. The user-friendly
interface needs to be created for enhancing the satisfaction level of the customers. Negative
reviews can be handled with the use of websites and social media platforms. Targeted groups
or the customers can be targeted easily with the use of social media platforms (M2 Presswire,
2013).

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2.4 Demonstrate how Smart Restorations Limited can use new digital media
communities
With the change in the business environment, there has been a shift from the traditional
communication to digital media communities. Smart Restorations Limited can use new
digital media communities for the purpose of enhancing the customer base and profitability
of the business. Digital means or mediums are used for the communication of the data with
the customers or potential customers. Different digital mediums can be used for
communicating with the customers. Smart Restorations Limited can use new digital media
communities for sharing files, for the exchange of information or data, handling the issues or
problems faced by the customers in a better manner, enhancing the satisfaction level of the
customers, targeting the customers in a better manner and for building healthy relations
(Gyabak & Godina, 2011).
Instant messaging can be used for exchanging information related to the business with the
customers over the internet with the online chat. Chat rooms can help Smart Restorations
Limited in communicating with the customers for resolving the issues faced by them.
Discussion groups can be used for sharing information among the group of people who have
similar interest. Social media platforms can be used for promoting the brand and spreading
brand awareness in the society (McLaughlin, 2011).

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Part 3
3.1 Conduct a secondary market research to gather data on customers’ online shopping
behaviour such as statistics
Market research is conducted or initiated with a motive to gather data related to the
customers. It is vital to collect data related to the behavior of the customer towards online
shopping. Smart Restorations Limited can use this collected data for providing the products
or services as per the needs or expectations of the customers. The secondary market research
will help in developing an understanding regarding the industry, competition and taste and
preference of the customers. The secondary market research will help Smart Restorations
Limited in analyzing the taste and preference of the customers. Data collected from
conducting a secondary market research is discussed below:
 With the change in the business environment, competition is increasing. Due to increase in
the competition, performance of the Smart Restorations Limited is getting affected as
customers are shifting to the substitutes available (Hu, et. al., 2015).
 Analysis has been made of the different factors which affect the online shopping behavior of
the customers. These factors are the price of the products, quality of the products, security,
privacy, choice of the customers, availability of the products and perception of the customer
towards online mode. These factors can affect the buying behavior of the customers.
 Smart Restorations Limited can use the information collected for the purpose of offering the
products as per the requirement or need of the customers. Smart Restorations Limited can
implement changes as per the need or requirement of the customers (Çelik, 2011).

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3.2 Design an online survey to collect data on ‘what encourages shoppers to buy online
An online survey can be conducted for the purpose of analyzing the factors which encourage
the customers to buy the products or services online. This online survey can help Smart
Restorations Limited in enhancing the performance and attracting the customers towards the
products or services offered. Smart Restorations Limited has designed an online survey
which will help in gaining knowledge of the needs of the customers regarding the furniture
products.
1. Which type of products do you purchase online?
Fashion
Sports
Household
Furniture
Other
Please specify other products
2. Quality of the product is the main concern while buying products online?
Yes
No
Can't Say
3. Security of the confidential data determines the behavior for online buying?
Yes
No

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Can't say
4. Products Delivered was as per the description on the website or application?
Yes
No
Can't say
5. Has online shopping reduced the efforts involved in offline shopping?
Yes
No
Can't say

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3.3 Create a poster to demonstrate how the use of electronic customer relationship
marketing can be used to manage and analyze customer interactions

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4.1 Produce an outline for an internet marketing plan for Smart Restorations Limited.
Internet marketing plan can be explained as the plan developed with a motive to outline the
plans related to online advertising of the organization. Internet marketing plan for Smart
Restorations Limited is discussed below:
1. Study of the market: Smart Restorations Limited will study the market for the purpose of
gaining data related to the choice, taste, and preference of the customers. This will help Smart
Restorations Limited in providing products as per the needs of the customers (Residential
System, 2010).
2. Identification of the customers: customers need to be identified on the basis of the income
groups, geographical area, and demographics. Market research can be conducted by the
organization for the purpose of analyzing the preference of the customers. Smart Restorations
Limited can use market research as an effective approach for gaining data related to the
customers and potential customers. Smart Restorations Limited needs to define the criteria
for targeting the customers.
3. Building brand image in the market: for the purpose of better growth in the marketing, Smart
Restorations Limited can create a brand image by promoting the brand among the customers
and potential customers. Social media platforms can be used for the purpose of building
brand image (Residential System, 2010).
4. Setting up planning budgets: budgets need to be prepared for the purpose of analysis of the
cost involved in the process of setting up an internet marketing plan for Smart Restorations
Limited. This analysis of the cost will help Smart Restorations Limited in identifying the
sources from where funds will be arranged for the implementation of the internet marketing
plan.

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5. Tracking the ads: for the purpose of evaluating the online marketing plan, Smart Restorations
Limited can focus on tracking the ads on the websites. This will help Smart Restorations
Limited in managing the marketing strategy of the company in a better manner.
6. Setting up ad content: Smart Restorations Limited can offer the products on different
websites for the purpose of enhancing the customer base and promoting the products offered
by Smart Restorations Limited (Residential System, 2010).
7. Monitoring and evaluating the results: E-business plans need to be monitored at different
intervals for ensuring that implementation is done in an effective manner.

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4.2 Create a short presentation on pay per click advertising.

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Conclusion
Thus, from the above discussion, it can be concluded that there has been a rise in the use of
internet marketing in the business environment. This assignment has helped in developing the
understanding of the concept of internet marketing and its role in enhancing the performance
of the business. A marketing plan has been developed which will ensure the implementation
of the internet marketing plan of Smart Restorations Limited in an effective manner. This
report has discussed the internet marketing mix which needs to be considered by Smart
Restorations Limited. A survey needs to be conducted with a motive to analyze the buying
behavior of the customers.

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