Internet Marketing Report: Unit 30, Smart Restoration Case Study

This report delves into the application of internet marketing principles, focusing on a case study of Smart Restoration Limited, a company specializing in buying and selling used office furniture. The report examines various elements of internet marketing, including creating, optimizing, promoting, and analyzing marketing efforts. It evaluates Smart Restoration's marketing mix, encompassing product, price, place, promotion, people, process, and physical evidence. The report compares different internet marketing tools such as blogs, websites, social media, and email marketing, highlighting their respective aims, operations, usage, and costs. It also explores interactive order processing, detailing steps from search and browse to delivery. Furthermore, the report analyzes search engine marketing mechanics, including paid SEM. The assignment also includes an example of an opt-in email marketing newsletter, guidelines for online public relations, and the use of new digital media communities. The report also discusses secondary market research, online surveys, and the development of an internet marketing plan for Smart Restoration, offering a comprehensive overview of digital marketing strategies.

INTERNET
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of Internet Marketing............................................................................................1
1.2 Evaluation of internet marketing mix...................................................................................2
1.3 Comparison of the various internet marketing tools.............................................................3
1.4 Interactive order processing..................................................................................................5
TASK 2............................................................................................................................................5
2.1 Mechanics linked with Search Engine Marketing................................................................5
2.2 Copy for the opt-in email marketing newsletter...................................................................6
2.3 Guidelines regarding best practice in online public relations...............................................7
2.4 Use of new digital media communities.................................................................................8
TASK 3............................................................................................................................................9
3.1 Secondary market research to collect the data on online shopping behaviour......................9
3.2 Online Survey for the data collection..................................................................................10
3.3 Covered in Poster ...............................................................................................................14
TASK 4..........................................................................................................................................14
4.1 Internet marketing plan for Smart Restoration....................................................................14
4.2 Covered in PPT...................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is an activity where buyers and seller interact at one place in order to increase
their sales and earn higher profits. It is a valuable process in order to interact with large group of
customers who can become buyers thus potential to reach at market place are higher. As there is
changes in economy so the methods of advertisement has also been changes now people are
using online form of advertising in order to get attention of large volume of customers. Internet
is the best source now days by which mangers can easily interact with group of people and
provide them goods according to their choices (Armesh and et. el., 2010). Different methods
which are used for internet marketing includes blogging, advertisement, social media marketing,
etc. If firms are giving their advertisement about the products then they are paying them money
for creating awareness. This is a new technique adopted by organisations and it incurs high cost
in their operations. This is an effective technique for all firms that are operating at a small scale
as they can easily reach at a large group of customers. The report contains study about different
aspects which are linked with Smart Limited Resolution and the way they are useful for firms,
use of internet for digital marketing and making promotions easy.
TASK 1
1.1 Elements of Internet Marketing
Marketing is linked with creating awareness about products so that people can buy them
and thus, profitability of firms can be increased. The activities at market place are also linked
with advertisement and different sales promotional acts in order to build strong relations between
different departments and individuals (Bailey, 2011). This is a modern concept which is linked
with making communication process easy with potential buyers. Thus, it results in increasing
their effectiveness at the marketplace by reaching towards a large group of customers. In the
modern era, internet marketing has achieved success as they are effective sources in order to
increase profitability of firms and managers at workplace can easily solve the problem which are
faced by them.
There are different elements which have allowed internet based marketing to be one of the
effective tools which is used in today's world are evaluated as below:
Create:
This is one of the important steps which are
used by smart restoration firms as they have to
Optimise:
This is the second step which is linked with
management of all information in a proper
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focus on developing content for advertisement
which is attracting and is successful in gaining
attention of large group of customers with the
help of internet. This can be achieved if firms
develop their own websites or blogs which are
valuable in order to solve the problems faced
by their customers (Chaffey, 2010). This is
also valuable for firms in order to gain loyal
customers.
format. If company has successfully designed
all its blogs, now they should focus on finding
out all search engines if working is made
according to their plans or not. There should be
focus on the key factors of information in order
to get best results.
Promote:
This is the third most vital element which is
linked with use of social media by which firms
can easily promote their goods among all its
customers. It is described as the platforms
which are used as an integrated structure of
their life.
Analyse:
This is the fourth step which is linked with
analysing the actual data used in order to find
out their effectiveness at workplace.
The above discussed are the basic elements of marketing which are used by firms in order
to reach at a large group of customers who can increase their profitability.
1.2 Evaluation of internet marketing mix
The selected business is involved in buying and selling of goods which consists of service
delivery systems. The marketing mix used by Smart Limited Resolution is evaluated as below:
Product: The firms are involved in buying and selling of used furniture of office. These
are the main products which are offered to their potential customers (Chaston, 2015). They are
having an objective in order to redesign the whole process in order to make them appear more
attractive.
Price: This factor is linked with the acquisition of cost of products and reselling them
again in order to gain profitability. The profit margins should be kept low in order to make
funding for all functions with enhancing their profitability ratios. Price policy is adopted which is
the best suitable in order to attract a large group of customers and earn more revenues.
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Place: If company are using internet marketing then there is no particular place which
can be valuable for firms as they are selling their goods all around the globe according to the
needs of customers.
Promotion: Firms are focused towards using various tools of promotion like social
media, advertisement and blogs in order to ensure proper management of all products and
gaining profitability.
People: People will be customers who will be using products if they are satisfied (Chen,
Fay and Wang, 2011). Thus, firms should be focused towards providing high quality services to
all their potential clients. There should be changes in delivery systems according to technological
advancement in order to make fast delivery of products to desired locations.
Process: This is linked with tracking the complaints of customers and finding ways in
which problems can be easily resolved. The process needs to be developed in which all activities
are arranged in a systematic and planned manner.
Physical Evidence: The quality services which are provided to all its customers and store
houses are the proof of existence of organisations.
1.3 Comparison of the various internet marketing tools
The comparison between different tools of internet marketing are described below as:
Basis Blog Site Social media E mail Marketing
Aim These contain the
message in the
form of article and
they are written in
very impressive
forms in order to
attract customers
(Fritz, 2013).
These sites
contain the
address which
is known as
Uniform
Resource
Locator
(URL).
These are the
websites which are
used by firms for
promotions thus
results in reaching
people all around
the globe.
The marketing
companies are
involved in
sending most
valuable message to
people on their ids.
Operations These are
described as the
personal portals
These are
described as
the physical
These are the best
tools used by firms
in order to make
This is the basic
methods which are
used by firms and
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which are
accessed by
people (single) in
most attractive
forms.
evidence for
firms and
persons
operating this
should have
good
knowledge
about making
any
modifications
in technical
fields.
connections with
large group of
people in order to
analyse their needs
and wants in most
effective and
planned ways.
most of the people
are ignoring them
as they need who
can be targeted.
Usage This is used where
personal
informations have
to shared among
people (Heang,
and Khan, 2015).
These are
used where
the whole
firms have to
be
represented
and they are
used by firms
who are
having their
operation's at
large scales in
economy.
This is the method
or pathways which
can be used by
people of the
whole firms.
This is randomly
sent to all those
people who have
meet the desired
criteria.
Cost There cost of
selling products in
minimum.
Significant
cost is needed
in their
overall
business
They are free of
cost and only
needs sign in.
They is need for
making huge
investment as
agency have to be
made contract.
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operations.
1.4 Interactive order processing
Smart Restoration Limited are involved in various operations like buying, selling and
service delivery and they are focusing on analysing satisfaction level of their customers. If firms
ensure proper planning for all their process then it results in achieving the best outputs which are
desired by them. The order processing plans had to be developed in order to see that all tasks are
achieved in desired time frame. The steps for interactive processing are evaluated below as:
Search/browse: This is the starting point from where customers are searching products
according to their needs and requirements (Hollensen, 2015). They are visiting those websites
which are giving them best and effective offers at discounted prices. Thus there main objective is
to find out the best products which can easily satisfy needs of their potential buyer.
Shop/order: This is the stage where customers put their final orders after analysing all the
factors like prices, warranty etc. This is valuable factor for them in order to analyse the final
decision about the products which can easily satisfy their needs and wants.
Payment/Buy: This phase money had to be exchanged for the products that will be
received by him. Payment can be made by using various methods like credit, debit card, COD, e-
wallets etc. In the orders which are given with the help of internet the order can be given in any
forms which are desired by firms.
Delivery: This is performed by making agreements with the logistic firms and they
ensure to deliver the right products to their owners in desired time frames which have been
allotted to them.
Data Integrity and security system: This is very useful feature for all firms as they are
focused on adopting those systems which are valuable for them in order to enhance their execute
all their task in effective and planned ways (Jambulingam and Sharma, 2010). Their main
purpose is related with safety and security of all valuable data of customers in order to make any
future contract easy.
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TASK 2
2.1 Mechanics linked with Search Engine Marketing
Search engine marketing are modern methods which are adopted by firms and these are
also known as digital marketing. These are beneficial for firms in order to put their page on the
front of websites in order to gain attention of large group of customers.
The mechanism which are linked with search engine marketing are described below as:
Paid Search Engine Marketing: In this phase firms are paying money to google so they
can easily put their pages on the top (Zarrella, 2013). It is basically used in order to gain attention
of large group of customers and achieve growth and success in shorter time durations. Examples
are paying money to google to get top priority, Paid Keywords etc.
Landing Page: This concept is related with customers are having link with popular pages
on twitter. As the link have opened customers direct goes to Smart web pages. The main
objective behind this is to save money and gain attention of large customers. The marketing
strategy related with this is putting an attractive comment on the websites of firms thus making a
strong connection with them (Jobber and Ellis-Chadwick, 2012).
Long Tail Concept: If firms wish to make effective communications with other business
then they had to mention their products on the websites of firms. The advantages of this is linked
with maximising sales ratios without making much investment. There can be connection with big
firms by availing high discounts. This is an important factor as customers can easily know bout
the products and services which are offered by firms so that customers can use there services and
products thus enhancing their overall profitability ratios.
Geo-Targeting: This is linked with making contact with customers on their locations.
This is beneficial for firms as they can easily make connections with their customers with the
help of google locations and maps. This is one of the important factor which is related with
finding the true and correct locations where people wants to travel thus customers can safely find
the locations and they will not be frustrated in finding the correct locations.
Opt-In Email: This is the options which can be used by visitors in order to gain benefits
of a specific service but they had to rag-ester themselves with the help of mail. Thus for future
work the mail id of customers can be easily approached (Laudon and Traver, 2013). The
customers are benefited by this approach as they are visiting to any place they can easily book
the services which they want to use and this saves both time and money of customers as they are
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having advanced booking and they is the best options when people wants to travel from one
location to another they can easily books their accommodation according to their choices.
2.2 Copy for the opt-in email marketing newsletter
Opt in email marketing is method which are used by firms in order to get notifications
with the help of emails. It is related with process used for mailing but there is always an option
for subscription for new products and services. If the mails are sent without the permission of
users then it is considered that the messages are sent in bulk. The options which is linked with
opt-in mail are described below as:
Dear Sir/Ma'am,
It is long time we have not seen your presence on our websites and we had faith to receive you
as loyal and true customers by making products available according to your needs. So at present
we are having variety of designs in furniture that is exclusive for you. This is an welcoming e
mail which is sent to you in order to avail all the benefits. This offer is valid for limited time
durations so come and grab the opportunities.
Thanks!
Marketing Manager
Smart Restoration Ltd.
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This is the best method adopted by firms in order to make their customers feel that
company have concern for their customers and want to sell the products at maximum discounted
rates. This can be used as a targeting strategy in order to gain attentions of large group of
customers thus enhancing their sales and profitability ratios.
The opt in emails are new methods which are adopted by firms and the mail is sent to customers
only after their permissions (Mercer, 2011).
2.3 Guidelines regarding best practice in online public relations
Public relations are linked with making connections with general public in order to make
the products available according to their choices. This is useful methods as firms can make good
image in minds of customers. The best practices which are used in order to make good public
relations are described below as:
Segmentation of targeted audience: The cited firms have to analyse all their targeted
customers and they had to focus on on their targeted customers like audience, partners, prospects
etc. who will buy their products.
Sources from where informations about customers can be gathered: There can be persons
appointed from the target market and there can be classifications according to the valuable
informations which are collected by those appointed persons (Wymbs, 2011)
Developing sources list from every segment: The best and effective media should be used
which are having capacity in order to deliver the best and timely information to their customers.
These are the outlets which are used in order to share informations from different sources which
are available.
Review of media used: The mangers of firms should focus on adopting those type of
media sources which are useful for them in their operations (Nezamabad, 2011).
Evaluating delivery options: There are basically three different ways which are used for
distributing data like individual correspondence, news and media database. In today's world most
of the Public relation applications are based on automated delivery process in order to gain
effective contracts.
Selection of best PR Tools: There are various tools which are available with firms like
media database, PR consultants, press and suit vendors as they are beneficial in effective delivery
of products to their customers.
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2.4 Use of new digital media communities
In order to boost all the deals of customers and make connection with other rivalries they
are required to have practical nearness. This is beneficial for them in order to develop
relationship with their customers by making all the thing straight and clear to them. These firms
are focused on developing a new sites in order to analyse all the facts which are highlighted and
various alternatives which can be used by them (Shukla, 2010).
Instant messaging: The development of websites have made buying process easy for all
clients. If firms want to convey message then they can easily do it within a second. The data can
be easily sent and if there is any special offer it can be easily conveyed to the buyer.
File sharing Websites: There are different websites which are available with users by
which they can listen music, share pictures and e Books. This can restrict the SR to put their
informations on the websites and the buyers and make plans to purchase them. The file sharing
are important aspects as it results in using the informations by the original users and the websites
cannot be accessed without the permission of users.
Chatrooms: There are studies made on a particular subjects and people are advised in
order to make final conclusion on those topic. The Smart Restoration firms are beneficial in
order to solve the difficulties of their customers in desired time frame. The chartrooms define the
different types of pictures by which person can easily understand them and they can easily take
their decision in order to use the offered services or not.
Discussion groups: The firms should effectively analyse all the essential requirements of
clients and then they should plan to make gathering in the most appropriate ways. The group
decisions are valuable factors in order to develop new and innovative ideas by which business
can easily expand their overall business operations in effective and planned ways.
Blogs: There can be vital advantages to restriction of SR at this stage as they are not
required to have a formal direct. There can be direct conversation with clients in order to utilise
all the informations which are gathered from the articles (Sinha, Ahuja and Medury, 2011).
TASK 3
3.1 Secondary market research to collect the data on online shopping behaviour
With the helps of conducting surveys Smart Restoration firms can easily evaluate
shopping patterns and behaviour of people and accordingly they can make plans in order to make
changes in their systems (Wong, 2010). The types of research are based on auxiliary
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investigation and the essentials are used for the desired time frames. They are considering
reviews, meetings and pools . This is beneficial in order to make study easy about a particular
subject and conclusion are generated from this. This results in development of new information
which are effective for the researcher who are involved in investigations. There are various
drawbacks of conducting research as they are required more time and money and the
informations which are collected from people can be fluctuating (Sozinova and Fokina, 2015).
In auxiliary research the data which was collected in the past are used in order to find out
actual results. The data can be easily gathered from books, newspapers and magazines. The
informations which are collected from local people there is eye kept in order to analyse the
expanding so they can earn higher profitability. The persons who are using web in UK are 37
million which tells how fast people are using web.
(Source: Habits of media devices of people, 2017)
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From the above picture it can be identified the number of users who are using internet
devices and this is valuable for firms in order to analyse the behaviour of people towards the
product. The mangers can gather a pictures about the likes and dislikes of customers and the
most suitable time durations in which the products will be purchased. It can be evaluated that
45% of people are using cellular phone for online shopping as they are purchasing item which
can be electronic, furnitures, clothing etc. (Strauss, 2016). People are most focused towards
taking recommendations about different websites as they are good or not and make decision to
buy the products or not. People can also be motivated to purchase the products by seeing
advertisement which are given on internet thus enhancing their profitability ratios. The
secondary marketing research are useful in order to collect relevant informations so that true
report can be generated which are beneficial in order to take appropriate recommendations about
the number of people who are using different types of internet services. The concept of AIDA
reflects the attention of people when they are using different type of services, interest by which
customers are buying products or using the services and also the true desires by which they are
using their services.
3.2 Online Survey for the data collection
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12

13

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3.3 Covered in Poster
TASK 4
4.1 Internet marketing plan for Smart Restoration
Smart Restoration are dealing in selling of office furnitures in order to earn higher
profitability. They had to focus on achieving all their gaols and business objectives while
ensuring satisfaction of all their potential customers. The plans which are developed by firms are
based on RACE technique in which they useful in integrated marketing plans.
The arrangement for Smart Restoration limited are described below as:
 Define customers: Firstly, company needs to set the target market or the group of
audience within the available serviceable market targeted by the organisation that assists
them in aiming its marketing efforts. Defined set of target customers helps the company
in analysing their needs and sustainability in a effective way (Taylor and Strutton, 2010).
 Choose target: At this, company will set their objectives and goals keeping in mind their
prospective customer such as increase in market share by 5% or increasing the sales by
5000unit. Both employees and employers need to co-ordinate with each another so as to
get the best marketing tool adopted by the company.
 Budget: The Budget is a table which shows the actual expenses incurred by the company
and the income to be earned for a fixed or limited period of a time say one year. It helps
to understand how much does organisation require and where it lasts.
 Creating organisation ad content: At this marketing team needs to focus on creating ad
content which automatically attract the customer and satisfies their need. Here marketers
can use the most effective tool for promoting the product (Trusov, Bodapati and Bucklin,
2010).
 Follow up: It is important to know how much company is growing from their existing
customer to their new customer. It is the key to close a sale.
4.2 Covered in PPT
15

16

17

18

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CONCLUSION
From the above report it can be stated that internet marketing are the best tools which are
used by firms in order to achieve growth and enhance their profitability ratios. Managers in the
present era are analysing all the situations and then they are adopting the best methods which are
beneficial for them in order to achieve success in their overall business operations. Promotional
activities are helpful in order to create awareness so that persons can purchase the products and
enhance their profit ratios. The Smart Restoration Limited are using online modes in order to sell
the used office furnitures like google, blogging, social media etc.
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