Developing an Internet Marketing Strategy for Smart Restorations

This report presents an internet marketing strategy for Smart Restorations Limited, a London-based office furniture provider aiming to expand its customer base through e-commerce. It covers key elements of internet marketing such as pay-per-click advertising, search engine optimization (SEO), email marketing, and social media marketing, evaluating their effectiveness in promoting the company's products. The report also examines the internet marketing mix, including e-product, e-price, e-place, and e-promotion, and compares various internet marketing tools. Furthermore, it demonstrates the mechanics of search engine marketing, provides a suitable opt-in-mail marketing newsletter, and outlines best practices for online public relations. The study includes secondary market research to understand the market, designs an online survey to assess customer perception, and demonstrates the use of electronic customer relationship marketing (eCRM) for analyzing customer interactions. Finally, the report presents a comprehensive internet marketing plan and a poster presentation on pay-per-click advertising, aimed at enhancing Smart Restorations Limited's competitive edge and increasing its sales turnover.

Internet Marketing
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TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Elements of internet marketing..............................................................................................3
1.2 Evaluating the internet marketing mix...................................................................................4
1.3 Comparing the internet marketing tools................................................................................5
1.4 Working of interactive order processing................................................................................6
TASK 2............................................................................................................................................7
2.1 Demonstrating the mechanics of search engine marketing....................................................7
2.2 Showing suitable opt-in-mail marketing newsletter..............................................................7
2.3 Guidelines for best practice in online public relations...........................................................8
2.4 Demonstrating use of new digital media communities..........................................................9
TASK 3..........................................................................................................................................10
3.1 Conducting secondary market research to gain an understanding of the market................10
3.2 Designing an online survey to understand perception of stop shoppers..............................11
3.3 Demonstrating the use of electronic customer relationship marketing for analyzing
customer interactions.................................................................................................................12
TASK 4..........................................................................................................................................13
4.1 Internet marketing plan .......................................................................................................13
4.2 Creating poster presentation on pay per click .....................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
Internet marketing is considered as the most important field of business under which
different business activities are integrated for the purpose of increasing overall rate of return. The
basic purpose of corporation is to increase customer base and promote the products and services
at international marketplace. Present report is based on Smart Restorations Limited which is
located in London (Angulo-Ruiz and et.al., 2016). The corporation is offering varied office
furniture in accordance with specific need of buyers. However, adverse economic condition raise
the need of changing the business strategy in order to create competitive edge of the firm in the
marketplace. For this purpose, firm is planning it come on e-commerce portal for marketing of
products and increasing customer base. Further, elements of internet marketing has been
explained along with evaluation of marketing mix. In addition to this, mechanics of search
engine marketing has been demonstrated with suitable opt-in-mail marketing newsletter creation.
Apart from this, market research has been conducted for assessing perception and reviews of
buyers. Moreover, marketing plan has also presented by focusing upon different promotional
strategy (Balmer and Yen, 2017).
TASK 1
1.1 Elements of internet marketing
There are different elements of internet marketing which contribute towards preparing the
effective marketing plan for meeting long as well as short term objectives of the business in the
marketplace. For this purpose, Smart Restorations Limited can use following mentioned internet
marketing elements for promotion of different furniture products- Pay per click-It is the internet advertising model under which traffic is created to
websites. Here, advertiser pay to publisher when a particular advertisement is clicked. In
this manner, pay per click is used for increasing sales turnover of business in the
marketplace so that accordingly expectations of related stakeholders can be met
effectively (Bianchi and Mathews, 2016). Search engine optimization (SEO)-SEO is used for the purpose of increasing search
rating of website. For this purpose, e-marketing management of Medium Blue Search
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Engine Marketing tend to focus upon developing the effective website which contain all
important information satisfying the need of buyers in an effectual manner. E-mail marketing-This is another method of promotion of products and service which
assists Smart Restorations Limited to directly engage with customers in order to increase
their attention towards work (Bradley, 2013). This proves to be effective to cater need of
buyers and support them in achieving long as well as short term objectives in the
marketplace.
 Social media marketing-Social media marketing strategy is used by many companies for
promotion of varied products and services. Generally many buyers follows social media
marketing as large mass of buyers can be attracted at a time. In this manner, social media
marketing is considered as the most effective approach for increasing sales turnover of
company. However, appropriate advertisement is prepared so that accordingly buyers can
be communicated regarding office furniture and discounting strategy applied on the same.
1.2 Evaluating the internet marketing mix
The internet marketing mix plays important role in framing different business strategy
under which management need to quote suitable price of product and services. It defines the
product and related aspects of the same in a detail manner. These are explained as follows-
 E-product-It is the first and most significant element of marketing mix. The case study
reflects that office furniture offered by Smart Restorations Limited. It assist business to
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select the most effective tool for promotion of specific product and services in the
marketplace. However, product is promoted with detail description of its features and
benefits for users in term of quality as well as price (Chaston, 2014). E-price-It is another element of marketing mix wherein management ensure to include
information related to discount and other concession offered to customers. Furthermore,
psychological impact is create among users through promotion of products and services
at discounting prices. For example, office furniture are offered at discount of 10% price
during off season. At the same time, festival discount is offered for increasing more
buyers towards different kind of product and services of Smart Restorations Limited. E-place-This element of marketing mix reflect online portal for offering products and
services. Here, Smart Restorations Limited uses e-commerce portal for promotion of its
different products and services. This proves to be effective for increasing attention of
buyers and switch them from one to another brand (Chen, Fay, and Wang, 2011). The
selection of right place facilitates to increase sales turnover and aid in accomplishing long
as well as short term objectives of business in the marketplace.
 E-Promotion-The last and most important element of marketing mix which consists of
promotion strategies whereby sales turnover can be increased for generating higher rate
of return. Furthermore, Smart Restorations Limited uses social media and other related
aspects for grabbing attention of users or buyers (Internet Marketing Strategies, 2015).
1.3 Comparing the internet marketing tools
There are different types of internet marketing tool used by such as social media
marketing, search engine optimization, e-mail marketing as well as content marketing. At present
social media marketing is in trend through which customers get detail information related to
varied kind of products and services. In the modern era majority of people tend to use different
sites of social media such as Twitter, Facebook and Tinder etc which assists companies to play
their advertisement on respective site through which it becomes easy to address their issues and
meet their expectations in an effectual manner.
Content marketing is another important aspect under which business utilizes its products
and services as the product are advertised by using appropriate strategy. Here the main focus is
laid on actual content associated with advertisement (Dann, 2010). This proves to be effective for
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increasing sales turnover of business whereby competitive edge of business is created in the
marketplace. Apart from this, e-mail marketing is another hand applied on existing customers
only. Owing to this, it can be said that social media marketing is more effective which aid to
generate more buyers. Apart from this, search engine optimization is also helpful under which
traffic is created on website so that accordingly users can easily easily take decision related to
purchasing furniture from Smart Restorations Limited (De Bock, 2016). This indicates that for
existing customers e-mail is effective whereas social media marketing is useful for targeting
endless buyers. In this manner, appropriate tool can be selected for growth and development of
Smart Restorations Limited. It tend to create competitive edge in the marketplace with increased
rate of return.
1.4 Working of interactive order processing
Order processing refers to the process of selecting the desired item along with placing the
order for the same. It assists buyer to complete the purchase process by making payment and
delivery transaction. According to the given case study, Smart Restorations Limited can provide
following kind of interactive order processing- Login the site-It is the first step of interactive order processing under which user at first
login the site if that particular person has own profile over the same. In case the account
is not signed up then it can be done by filling the necessary information. Reviewing the products-After login the account category can be used to select the office
furniture where products are categorized as chairs, tables and sofa etc. This category
facilitates to provide information related to most appropriate product in accordance with
requirement of buyers (De Vries, Gensler, and Leeflang, 2012). Adding the product into cart-At the review of product users come to know about most
suitable product which is then added into cart. It proves to be effective to take purchase
decision. In this manner, list is created for desired product so that accordingly interactive
order can be placed. This proves to be effective to access the information related to
selected product. However, information is searched regarding features and role of product
effectively.
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 Placing the order-It is the third step of interactive order processing under which
customer just place the order. Further, user tend to review the product effectively so they
can place the order for desired product in an effectual manner. Payment and delivery-It is another step of interactive order processing wherein
corporation complete the last transaction related to payment and selection of delivery
address (Eastman, Ferguson and Klein, 2014). It facilitates to get the product on desired
location and remove the issues which are being faced by business during purchasing the
product and services on right time.
 Review-It is the last step order processing under which Smart Restorations Limited
initiate regarding assessing the views of buyers. Furthermore, management evaluate the
effectiveness of product and services in term of delivery and quality of product, It would
be effective to create goodwill of business in the marketplace so as to create competitive
edge in the marketplace.
TASK 2
2.1 Demonstrating the mechanics of search engine marketing
Search engine optimization refers to the process of making the site more visible to
customers in order to grab their attention. This facilitates to earn good results and meeting the
expectations of large number of buyers by offering them good quality of products and services.
Here, website of Smart Restorations Limited is created by adding effective content and using
HTML language for the purpose of removing barriers to the indexing activities of related search
engines. This aids to promote the site and its baclinks are associated with each other which aid to
provide detail information to potential buyers. For example, Google is used for searching many
effective products which services which takes users to the main site of Smart Restorations
Limited (Išoraitė, 2016). It makes it possible for management to place the internet marketing
advertisement by using pay per click under which operator get benefit. It can be critically
evaluated that purpose or aim of the operator matter a lot. However, search engine optimization
raise the need to design the page in a more effective manner so that accordingly higher return on
investment can be generated. This reflects that search engine marketing proves to be effective to
make the site of corporation more effective so as to increase overall rate of return and
productivity of business in the marketplace. This aids to create goodwill of Smart Restorations
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Limited at international market and meet expectations of all related stakeholders in an effectual
manner.
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2.2 Showing suitable opt-in-mail marketing newsletter
Opt-in-mail marketing strategy refers to the process of targeting large mass of people
whereby they can approach buyers effectively. At this juncture, effective mail or information
make is prepared and then the same floated to buyers by using appropriate mode of
communication. This proves to be effective to deliver good quality of services to consumers of
Smart Restorations Limited as opt-e-mail newsletter make it possible for them to access
information related to huge discount. According to the case study, Smart Restorations Limited is
suffering from unfavorable economic condition and management is planning to make use of
suitable newsletter (Kim, and Ko, 2010). It can be critically evaluated that short term gain might
not be possible as chance to increase competitive edge of the business is created by management.
At this juncture, print media or social media can be used along with professional site of firm.
This proves to be effective to disseminate important information to different stakeholders and
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