Internet Marketing Report: Analysis of Strategies and Tools

This report provides a comprehensive analysis of internet marketing strategies and tools, focusing on the context of Smart Restoration Limited, a company dealing with refurbished office furniture. The report begins with an introduction to internet marketing, its importance, and its core elements, including digital marketing, e-business, e-commerce, social media, and email marketing. It then delves into the internet marketing mix, exploring the 7Ps: product, price, place, promotion, people, process, and physical evidence. The report also compares various internet marketing tools like YouTube, blogs, newsletters, and affiliate marketing, evaluating their effectiveness. Furthermore, it covers search engine marketing, email marketing, online public relations, and the use of digital media communities. The report includes market research, an online survey to understand barriers to online shopping, and the use of electronic customer relationship management (eCRM). Finally, it concludes with an outline of a marketing plan and a poster example for pay-per-click advertising.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing..............................................................................................1
1.2 Internet-Marketing Mix.........................................................................................................2
1.3 Compare internet marketing tool...........................................................................................3
1.4 Interactive order processing...................................................................................................4
TASK 2............................................................................................................................................6
2.1 Mechanics of search engine marketing..................................................................................6
2.2 Email marketing newsletter...................................................................................................8
2.3 Best practices for online public relations.............................................................................10
2.4 Use of digital media communities.......................................................................................12
Task 3.............................................................................................................................................15
3.1 Conducting a secondary market research............................................................................15
3.2 Online survey for understanding barriers to online shopping.............................................16
3.3 Use of electronic customer relationship marketing.............................................................18
TASK 4..........................................................................................................................................18
4.1 Outline of marketing plan....................................................................................................18
4.2 Poster on pay per click.........................................................................................................20
CONCLUSION..............................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Internet marketing is process of application of internet and its related digital technologies
in conjuction with traditional communications to achieve marketing objectives.
(Chaffey, and et.al. (2009) internet marketing is important for delivering value in it products or
services. It also essential for firm for add some innovation in its business for gaining profits
(McQuarrie, 2015). This is only possible when company is able to identity its needs and
requirements of customers. In order to gain more customer's organization have to develop its
market strategy and effectively implement on firms operations. Expanding business internet
marketing is an effective tool which can be use by organization for developing its market
through internet. It is that types of tool which can be used by any organization for promoting its
services or products. Present report is about Smart Restoration Limited which is deals with
selling and buying of refurbished office furniture systems, present report cover elements of
internet marketing and its mix. Further its covers mechanics of search engine marketing and
included the best practices which for making online public relations. It also includes secondary
market research for gathering information about industry (Malhotra, Birks, and Wills, 2013). At
last it also includes use of electronic customers relationships to manage customers relations.
TASK 1
1.1 Elements of internet marketing
Internet marketing is a tool that helps for accomplishing the goals and objectives of the
business in successful manner. It also helps for developing a distribution channel and a customer
service response medium. Through internet marketing Smart Restoration Limited targets
audience and enhances its sales through online. IM provides a platform for selling the products
and services of the enterprise to a large base of consumers in time saving and cost effective
medium. At present there are various types of internet-marketing elements which is used by
Smart Restoration Limited (Dann, S. and Dann, S. (2003). With the help of these elements
company is delivering adequate services to its customers. Following are elements of internet
marketing.
Digital marketing
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Digital marketing uses a range of access platforms or hardware includes PCs, PDAs,
mobile phones, and interactive digital TV and these tools assist to entity for delivering content
and make interaction with its customers through various commutations tools. Making
communication with customers firm can use different types of tool such as websites, portals.
Search engine and blogs. Smart Restoration Limited can use of digital marketing for making
effective interaction with its customers by using online communication tools of by traditional too
such as voice telephony etc.
E business
E business can be defied as all electronically mediated information exchanges, both
within organization and external stakeholders, supporting the range of business.
It is combination of information and communications technologies which assist to business firm
for managing its operation and activities. It can also define as commercial transaction that
includes sharing information through internet. It focuses on make entity enabled with external
activities and developing relations of business with individuals, groups and other business. Main
aim of this tool is building good relationships with customers, suppliers and other stakeholders
and make effective use of internet for managing external activities as well. Smart restoration
Limited use this technique for sharing information of business with its partners, customers and
employees etc.
E commerce
E-commerce is a platform that supports for selling the products and services of the
company to a large base of consumers. Products can be sold through websites or by making use
of other commercial site. It will help for enhancing the sales of enterprise and profitability and
financial revenues can also be enhanced by making use of this platform. This method is used by
organization for selling its products or services to targeted customers. In this methods company
create virtual network for its business (Gong, 2016). It is very important tools which is used by
Furniture Company for making online payments, manage its supply chain management,
inventory management systems and for automated data collection. Main purpose of E commerce
method is expanded business activities through internet
Difference in between E commerce and E business
E commerce and E business both the there are use for similar purposes but have some
difference. E commerce means trading over the internet and its is considered as commercial
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transaction. It can be done through only by using internet. On the hand E business refers to
running business using internet and it is considered as business transactions. It can be done
thorough via internet, intranet, and extranet.
Social media
Social media are computer mediated technologies that allow and sharing of information,
ideas via virtual communities and networks (Mooney and Slobodian, 2016.). This is highly
interactive tools which is used by organization for creating interaction with customers. Smart
Restoration Limited can use this tool for making direct communication with customers.
E mail marketing
E mail marketing tools which is used by company for promoting its products through E
mail. It can be defines as process of sending commercial messages to group of people using
email.
Benefits of internet marketing
Enhances of sales
Through internet marketing Smart Restoration limited can increase it sales by making
wider distribution network. With help for this company can offers wider rages of products and
services as compared to its stores and lower prices.
Add values
It can be achieved through IM by offering extra benefits. With help of internet company
can receive reviews and develop its products as per customer’s feedbacks.
Save costs
Through internet company make communication with its customers via e mail, which
reduces sales services transactions staff, print and postage costs.
1.2 Internet-Marketing Mix
The marketing mix refers to four ps such as product, price, place and promotion. It is
considered as essential part of formulating and implementation marketing strategy (Popa, Soto-
Acosta, and Loukis, 2016). The internet marketing mix incudes products, promotion, price,
place, people, process and physical evidence.
Smart Restoration Limited deals with refurbished office furnitures systems for expanding
its business through internet marketing mix is beneficial for organizations. It gives new
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opportunities to entity for framing inform strategy developments with existing services and with
competitors.
E product
In this element entity offers its products through online. For enhancing sales through
online platform company has to create good portfolio and need to assess customers’
requirements by receiving feedback. Through this feedback entity modify its existing products or
develop new products (Wang, W.T., Wang, Y.S. and Liu, E.R., 2016). In this element
organization has to provide information about product. There are three types of products which
includes Core product, actual products, and augmented products. Core products includes
intangible products which add more values in products. Actual product means in which a person
think about generic banner of products and augmented product's incudes nonphysical part of
products. Main benefits of E product is that it add more new customers in business by offering
complementary services so buyers can easily search out required things. Benefits of E product is
that it gives wide range to its customers and assist to company for conducting online research.
E price
Under this element entity set pricing polices for its products or services. There are two
types of approaches which can be used by Smart Restoration Limited for setting prices of its
products In this element firm need to measure consumers behaviour and set prices as per
availability of product. Furniture Company also give full information about product prices on
wed portal to consumers (Goi, 2015). The main implication of E price is it increases
transparency, downward pressure on price and includes new price approaches.
E place
It refers to way how to distributed products to customers. E place includes place of
purchases which is company's website, new channel of structures channels conflicts which
includes different medium and virtual organization entity's websites and social media.Aim of
place is to maximise its customers through expanding its distribution channel and minimising
cost of inventory, transport and storage (Schneider, 2015). In online business place refers to
reach to potential customers to sell and distributed its product. For online platform place
considers online portals, social media and product comparison sites.
E promotion
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It refers to how marketing communications are used to inform customers and other
stakeholders about entity's products. For promotions communicating organization can use
advertising, sales promotions, public relations and direct marketing.
E People
In this element make customers aware about company's products. Marketing E mails can
be send to consumers for making aware to them about entity's products and services.
E process
It includes about how customers make purchases of entity's products. Smart Restoration
Limited includes different modes of payments such as credit card, debit card, effective delivering
process and receiving feedback form its customers.
E physical evidence
For physical evidence company includes interoperability and making links with other
company sites. Smart Restoration Limited can use internet for promoting its products via search
engine tools, emails, newsletter and social media (Akgün, Keskin and Ayar,2014). It assists to
entity for promoting products and targeted customers
1.3 Compare internet marketing tool
There are various types of marketing tools which can be used by Smart Restoration
Limited in order for expanding its business. These online marketing tools assists to entity for
expanding its business through online platform. Below gives are various elements of E marketing
tools.
You Tube
By using this tool company can promote its products on national and international level.
Through this entity can increase its sale and capture the large market share (Rossi, 2014). For
this, organization can use small promotional videos related to its products and new offers in
order to gain more customers. Through this Smart Restoration Limited also explains its
operational process for creating better transparency
Blogs
It is better tools as compare to you tube. Through blog entity give in depth knowledge
about entity products and services. It is the easiest way to add content and easy to link with other
tools such as social media. It can also access through mobile and receive customers review.
Newsletter
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It is that tool which is used by company for distribute about ist products or services to its
customers (Melamed, A. and et.al,2013). It generally can be delivery through e mail a gain more
customers.
It is tool which contains zero cost and effective method for attracting customers as
compare to you tube and blogs. Under this method Smart Restoration Limited send emails to its
customers and other stakeholders for about entity new offers, products or new services. Its also
assit to them for developing ist markets. Through this company offers different types of
furnitures design and its prices offers. By using this tool organization make aware to its buyers
about various schemes such as discount offers, new features etc. which assist to them for
enhancing sales.
Affiliated marketing
It is process of earning a commissions by promoting entity's products. In this process
individual promotes product and earn piece of profits after sale (Hollensen,, 2015). In this
method online retailer pay commission to an external website for generated sales form its
referrals. This is most effective tools which can be used by Smart Restoration Limited for
selling its products and make aware to customers. Through this online partnerships company
can generated more sales and capture market share.
Social media manager
A social media manager is the individual in an organization trusted with monitoring ,
contributing to, filtering, measuring and otherwise guiding the social media presence of brand,
product, individual or corporation (Strauss, J., 2016.). The furniture company can use these tools
for monitoring its social media activates.
1.4 Interactive order processing
Interactive order processing is defined as the basic for e commerce in order to be
presented online businesses to customers authentic brands, easy, service. The main aim of
interactive order process is organized the whole process with specific order ( Smith, . & Chaffey,
(2005). Interactive order processing is an integral part of E- commerce. It involves various steps
which are followed by consumers while buying products through internet. Following are steps of
interactive order processing of Smart Restoration Limited
Order processing
In this user created a request for buying products form entity's official websites and then
enter requires details about products so order can further process and details share with suppliers.
During whole process data are saved by entity on database server.
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Online conformations
Customers assess information about product and this add into cart for purchase
(McClure,and et.al. 2016.). Firm send request to internal delivery system and checked
availability of products. After, this firm send link to customers mail address for conformation of
order
Delivery Conformation
When products reached to warehouses of Smart Restoration Limited then systems
generated an automatic mail to buyers e mail address regarding to dispatching of delivery.
Tracking order
It’s new and advance concept which is used company for giving extra benefits to its
customers. Under this system users can track locations of its products.
Online payments and delivery of products
For delivery of products. It is important for company to develop a secure payment's
method. For online payments, corporation can use different types of options such as credit card,
debit card, PayPal account. It ensures customers about that no fraud has been taken place. After
conformations of online payments company delivery of products through its logistics
management and consumers gets message from company.
Data integrity and security systems
For doing business through online it is important for company to develop secure data
integrity systems Organization can use digital signature method in which entity receive signature
of buyers for getting conformations of shipments. Further, company can also use payments
gateway software for making online payments more authentic and safe.
Paypal working process
Paypal is an online payments service which is used by individual for making transfers of
money from one party to another party over the internet. Payments can be made for goods,
services and for online donations (Dann,. and Dann, (2003). Working process of Pay pal started
with customers. First customer submit order and then contact the payment gate way in after that
customers PayPal account is being verified under payments process which are interlinked with
bank and funds transfers in merchant accounts.
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TASK 2
2.1 Mechanics of search engine marketing
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Mechanics of search engine marketing
On site Optimisation
It includes all those things which increases visibility of webpages such as websites pages,
Title pages and contents. It's also include keywords search. By putting right keywords company
can generated more traffic for its websites (Swoboda,, Schlüter, and Olejnik, 2011.). It put rights
keywords and linked with its websites for making websites more users friendly so users can
easily assess information’s.
Content
Under this method company hire writers which write content for entity's products or services. Its
provides in depth informations about products so users can generated more detail about entity
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