Internet Marketing Plan and Analysis for Smart Restorations Limited

This report delves into the realm of internet marketing, providing a comprehensive analysis of various strategies and tools applicable to a case study of Smart Restorations Limited, a small-medium enterprise specializing in refurbished office furniture. The report begins with an overview of the core elements of internet marketing, including website design, content creation, search engine optimization, and promotional strategies. It then evaluates the internet marketing mix, encompassing product, place, promotion, price, physical evidence, people, and process, all within a digital context. A comparative analysis of different internet marketing tools, such as SEO, content marketing, email marketing, social media marketing, and pay-per-click advertising, is presented, highlighting their respective strengths and weaknesses. Furthermore, the report examines the mechanics of search engine marketing, opt-in email marketing, online public relations, and the use of digitalized media. The report also includes an outline for an internet marketing plan for Smart Restorations, with a specific focus on pay-per-click advertisement. The report incorporates the concept of interactive order processing and secondary market research. The report concludes with a discussion of the importance of online surveys and electronic customer relationship marketing, providing a holistic view of internet marketing strategies. The assignment showcases the application of theoretical marketing concepts to a real-world business scenario.

INTRODUCTION TO MARKETING

TABLE OF CONTENTS
INTRODUCTION....................................................................................................................... 3
PART 1........................................................................................................................................ 3
1.1 Explain the elements of internet marketing........................................................................3
1.2 Evaluate the internet marketing mix................................................................................... 4
1.3 Compare internet marketing tools, e-Tools that will be used..............................................6
1.4 Examine how the interactive order processing will work...................................................8
PART 2........................................................................................................................................ 9
2.1 Search engine marketing mechanics................................................................................... 9
2.2 Opt-in Email Marketing................................................................................................... 10
2.3 Online Public Relations.................................................................................................... 11
2.4 Use of digitalized medium................................................................................................ 11
PART 3...................................................................................................................................... 12
3.1 Conducting Secondary Market Research..........................................................................12
3.2 Online Survey.................................................................................................................. 13
3.3 Electronic customer relationship marketing......................................................................14
PART 4...................................................................................................................................... 14
4.1 Outline for internet marketing plan for Smart Restoration................................................14
4.2 Pay per click advertisement.............................................................................................. 15
CONCLUSION ......................................................................................................................... 15
REFERENCES.......................................................................................................................... 16

INTRODUCTION
Internet marketing is popularly used in today scenario. Social media, social
bookmarking, e-mail marketing and other tools are used for internet marketing. Internet
marketing is the fastest growing industry in present world. It is very helpful to reach large
customer. Smart Restorations Limited is a small medium enterprise which deals in refurnishing
and used office furniture. They want to growth in digital marketing and give tough competition
in market. This study helps to Smart Restorations Limited to find suitable and effective tools
which is helpful for internet marketing.
PART 1
1.1 Explain the elements of internet marketing
There are many types of techniques and method available for internet marketing. means
people reach more and more to website on single click. The problem is to select the appropriate
technique which will be suitable for the business. The main goal of internet marketing is to
develop the website which attract more and more customers to visit the sites and became the
customer of the company. Generate link of business which helps out to reach easily to website.
The key elements of internet marketing:
Designing
A well design website attracts more customer. The main motive of website should be
convert visitor into customers. The design of website is super important for internet marketing.
Content
Content is a part which describer product or services. It is written matter of particular
things. The main aim to provide all information on single click. Content should be done in easy
format which is easily understood by viewer.
Search engine optimization
it is a process by which we can get our website registered so when the customers search
with key world of business name they can easily get name on search results of engines.
Promotion
Promotion real picture, videos and feedback of products and services is important in
internet marketing. Customers like to purchase goods from the place which is known and on
which they can trust. To promote the products and services internet marketing help in
developing websites which includes the reviews and feedbacks of other customers which help
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customers in building trust on business. Customers and viewers attract to see complete
description of products.
4 P’s of Marketing- product, price, promotion, place was originally proposed by Jerome
McCarty (1960) and still is used as an essential part of formulating and implementing marketing
strategy by many practitioners (Chaffey at al. 2009)
E-commerce- refers to both financial and informational electronically mediated transaction
between an organisation and any third party it deals with (Chaffey, 2006)
E-business- all electronically mediated information exchanges, both within an organisation and
with external stakeholders, supporting the range of business processes.
Internet micro and macro environment
The micro-environment, sometimes known as ‘operation environment is the immediate market
place of an organisation
COPA:
1. Create - create remarkable content
2. Optimise – optimise this content for search engines (SEO)
3. Promote – promote your content through Social Media
4. Analyse – analyse your data to see what is working and what’s not
www.bluleadz.com
The successful internet plan takes strategic planning and hard work. If person can do it correctly,
it will continue to grow own business.
1.2 Evaluate the internet marketing mix
The internet marketing mix is similar to marketing mix but in interne marketing mix
prices, place, product, promotions, physical evidences, people and process are related to digital
context. Internet Marketing planning of any organization includes the evaluation of internet
marketing mix which can be done in following manner.
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Source:www.tda.business.com
Product
Product and services are that what we offer to our customers. A product has design,
features, packaging, quality and services. Products is based upon needs and demand of the
market or customers. For selling our product through internet marketing, it needs to research
different product category, pay per click advertisement, social media and bookmarking, content
writing etc. targeting audience also important to know where or which segment we want to offer
our product and services.
Place
The place is the location of your business but internet marketing need not any physical
location. The internet marketing help customers to identify the nearby stores or shops where
products and services are available. In digital marketing, we can found two types of place:
Transactional and Delivery place. Transactional- on line payment on website of the seller and
Delivery- shop, collection point or direct delivery to customer.
Promotion
Promotion is advertising product and services and describe product specification, quality
and other things.
The communication mix: Advertising Direct Marketing
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 Sales promotion Personal selling Public relation
Price
With customers able to easily access pricing information from a number of suppliers, the
Internet is growing a market of near-perfect competition. The internet gives consumers the
power to shop around for the best deal at a click of a button. We have 6 different strategies for
pricing: Market-Let/Competitive, Skimming, Destroyer, Psychological, Penetration, Cost-Based.
Physical evidence
Feedback from customers, review –all refers to tangible experience of customer. In on-
line environment –website, company can be evaluated by the customer based on they experience
on website –clear description, visible price and promotion, fast working website and quick
reaction customer service.
People
People are important in business in management, employees or production and customer
services. In internet marketing, we can replace people as virtual assistants, on-site search
engines, e-mail notifications, etc.
Process
Process in digital marketing refers to systems which helps customers to has access to
services. All systems are special design for customers (targeting group) and sellers to make a
deal. Process involved in four areas: Purchase methods, pricing methods, channel structure,
customer contact systems.
Partnerships
Partnerships is activity two organisation to achieve mutual benefits.
1.3 Compare internet marketing tools, e-Tools that will be used
Internet marketing have many numbers of tools. Mostly uses SEO, Pay Per Click, Email
marketing, Video marketing, Blogging, Content marketing, Social media marketing etc. now
the hard things are to find which tools used for internet marketing because every technique have
their own pros. and cons.
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SEO
Search engine optimization is tool which help to lead ranking in search engine. Mostly
organization focus on it because ranking is important in digital marketing. Improving website
speed is one of the fastest ways to improve SEO and conversion rates. For large websites that
receive a lot of traffic, full-time monitoring is essential.
Content marketing
Content marketing is less cost tools for internet marketing. Content marketing is the act
of making media that carries the individual cooperating with it towards one of the following four
objectives get shared, get discussed, generate leads and makes sales.
Email marketing
Considered as one of the most important types of digital marketing channels, email
marketing can be understood as the bridge between the highest point of business channel. It is
yet a standout amongst the best types of marketing channels in terms of optimizing sales by
ensuring engagements.
Social Media
Amongst different types of online marketing, Social Media is youngest and as appealing
as innovative and powerful. Most popular networking sites are Facebook, Google+, Twitter,
YouTube, LinkedIn, Pinterest, etc. Create social media communication that helps construct a
considerably more extensive gathering of people after some time.
Landed pages- the first page visited by visitors acquired through acquisition activities. The
landing page can be a stand-alone site, a micro site, and an element of a larger site.
Pay per click- The type of online advertising whose key role is paying for a click (link, banner)
and not for displaying it. A person advertising his business or service pays for every user who
goes to the advertiser's site using a banner.
Blogs- web log- Type of web page containing separate, usually chronologically ordered entries.
Blogs usually allow archiving and categorizing and tagging entries, as well as commenting on
notes by readers of a given weblog.
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Banner advertising- working only when you visiting the page, design and place is a cost the
money.
Similarities
The similarities between each of the marketing e-tool is to increase the promotional and
digital marketing of the organisation effectively and efficiently. They all are effective and
efficient enough to promote the organisational products and services adequately and affordably.
Differences
The only difference between each marketing e-tool is their nature and characteristics. For
example, search engine optimisations tool which help to lead ranking in search engine as
compared to which social media marketing allows marketing on social websites such as
Facebook, twitter, etc. Another difference can be found in landed pages and banner
advertisement where landed pages are the first pages visited by visitors acquired through
acquisition activities while banner advertisement works only when you visiting the page.
1.4 Examine how the interactive order processing will work
Interactive Order Processing is basic for e -commerce in order to be presented online businesses
to customers authentic brands, easy services, practical purpose of e-commerce organized the
whole process with specific order. The process will aid in increasing the marketing activities of
the business organisation and also aid in maintaining relationship with suppliers. Order
processing have 6 stages which are
Order preparation
This is the stage where a demand for a product becomes a signal for a buyer to place an
order. It is done by manually, via access online ordering system, electronic data interchange
system etc.
Order Transmittal
When the order is finalized, the customer transmits order to supplier. It also done by
manually, via e-mail, using EDI system.
Order Entry
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This is the part where the seller checks the order for validity before serving the items,
Details such as Order Date, Payment Terms, Item, Order Quantity, Unit Price, etc., are checked.
Checking also includes stock checking, accuracy checking, credit checking, back ordering, order
cancelling, transcription, and billing.
Order filling
Order filling or order preparation process begins when order is cleared. Information
confirmed at this stage serves as a basis of the details of the shipping documents (e.g. waybill),
and the final invoice for the customer.
Order Delivery
Shipping documentation and the schedule of delivery is arranged at this point. Shipping
logistics agreements and insurance against damage or loss during handling are important
considerations for order delivery. The main aim of this process is to meet the delivery schedule
agreed with the customers.
Order status reporting
The final stage of order processing is order status reporting. The elements of order
processing are complex interdependent steps that need to be performed seamlessly to ensure a
smooth delivery of goods to the customer.
PART 2
2.1 Search engine marketing mechanics
Search engine marketing is the practice of marketing a business using paid
advertisements that appear on search engine results pages (or SERPs). Search engine
marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front
of motivated customers who are ready to buy at the precise moment they’re ready to make a
purchase. No other advertising medium can do this, which is why search engine marketing is so
effective and such an amazingly powerful way to grow your business. As compared with Search
Engine Optimisation, SEM provides effective and efficient marketing of organisation. Landed
pages are the first page visited by visitors acquired through acquisition activities. The landing
page can be a stand-alone site, a micro site, and an element of a larger site.
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In the current forever changing market, globalization makes it necessary for the firms to
manage their operations according to their environment. It is because, if firms do not respond to
dynamic environment, then, company will not be able to retain their survival. In today’s period,
in order to maintain global reach, search engine marketing works as a help desk for the
consumers so as to acquire different information while company can use it as a global platform
to communicate customers all over the world. It is a paid advertisement technique wherein
organizations advertise their goods and services on the search engines such as pay per click, text
based advertisement and others (Armstrong and et.al., 2015). It is based on keyword search
which are the hints which user type on computer and the results will be shown.
Smart Restoration Ltd can use the same to boost consumer awareness and thereby
facilitate it to maximize productivity with global reach. In this, useful content is provided to the
user on search engines. On-site optimization can also be used by the Smart Restoration Ltd to
keep high rank for their website. Here, company must pay special attention to the factors like
title page, content and keywords. Putting right keywords and linked it to the website will enable
furniture company to gain user traffic (Al-Abdallah, 2015). Besides this, produced content and
contest must be relevant, authentic and fresh, so that, people can derive meaningful information.
In addition to this, Smart Restoration Ltd can use back link strategies like one-way and
reciprocal. Prior is also called inbound links in which content is provided on external website
whereas it is linked to own web pages in reciprocal
2.2 Opt-in Email Marketing
Opt-in email marketing can be understood as a concept of sending bulk emails to
customers who have shown interest in receiving updated on regular basis. It is found that
company often sends email to its customers in order to make interaction with them. By sending
bulk email large number of clients can be reached at a single point of time. In this respect, Smart
Restoration Ltd also send bulk email to customers regarding new offers and news related to
company. Following is the copy of suitable opt-in email marketing done by mentioned
organisation:
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Dear Customers,
Great sale week is starting from 28st Oct to 31th Oct providing you with wide range of options
available refurbished office with huge discounts. Also, great deals will be available for selling
the furniture system of any size. Just log on to www.smartrestorations.comand pick the most
exited deals. We are excited to credit 500 bonus points in your account which you can avail
while buying any furniture.
We are happy to serve you
To unsubscribe from the newsletter, click here.
Marketing Team
Smart Restoration Limited.
Thus, online newsletter, not only aid in increasing the marketing of the organisation effectively,
but also aid in generating new and more customers effectively and efficiently.
2.3 Online Public Relations
Online public relations is quite similar with traditional public relations. The only
difference is that online public relation is about influencing people rather than buying placement
for brand content. In present scenario, it is essential for the business unit to have a strong
communication with clients on regular basis. World Wide Web has emerged as a platform to
develop healthy relationship with customers. It is through online presence that the business unit
is able to reach large mass of population through just a click. Smart Restoration can maintain
long term relations with customers through various modes such as: Blog Posts: Spreading awareness through distinct set of blogs. Now-a-days, customers
have turned very rational and they do trust the blog posts. Hence, the organization can
take help of bloggers to promote its services. Social networking sites: In today’s arena, people tend to spend most of their time on
Facebook, twitter, YouTube & LinkedIn. Therefore, the business unit can advertise itself
through social networking sites. Also, a regular communication with customers is
possible through these social networking sites. Company websites: A dynamic website of the organization provides the required
information on time to customers. Further, an online chat portal can be created on
website to facilitate 24*7 mode of communication to customers.
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 E-mail: Regular e-mails to customers help in reminding them of company’s brand image.
The company can use OPR to tell organisational stories to the customers which assist in shaping
the organisation and the way it works. The four steps must be followed by the organisation
which includes research, relationship, measurement and writing. The negative consequence
faced by the organisation is the degradation of brand image by sharing some irrelevant or
unauthentic content.
2.4 Use of digitalized medium
...Smart Restoration Ltd can use different types of digital media communication channels such as
website, social networking sites i.e. Facebook, Pinterest, print digitalized banner and place
advertisement on their portal to drive more sales and thereby maximize net profitability. Some
more digital media communities includes dropbox, 4shared, Linkedin, telegraph, etc. Here,
digital communication channels like Instagram, YouTube, Facebook are highly popular in UK,
therefore, companies must use such as promotional tools to gain millennial audiences towards
the business. By using digital platform, company can convey information about their products
and services to the large audience base because they have international reach. Through using
social networking sites, firms can interact with multiple of users and gain their feedback also so
that they will have an opportunity to bring improvement in their goods quality and performance
and make customer happy (Joseph, Cook and Cook, 2015). Here, company must use Facebook,
Instagram and Twitter because high proportion of the population is using such sites. It is
therefore, will help entity in maintaining global reach. Such network also will help the entity as a
file sharing platform where customers can upload and use contents. It helps firms to protect
confidential data on such technology. Dropbox, SugarSync, GoogleDrive are some of the
common file sharing sites can be used by Smart Restoration Ltd to safeguard their dataset
PART 3
3.1 Conducting Secondary Market Research
Secondary market research can be conducted by analyzing journals articles, books and
internet sources. Secondary information is collected by other persons or personality and these
sources are used by the researcher in order to conduct the research (Joseph, Cook and Cook,
2015). After conducting secondary market research of Smart Restoration limited, it was
identified that the organization has competitive advantage among its competitors. This, implies
that the organizations has effective goodwill in the market. From further analysis it was
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