Unit 12: Internet Marketing Analysis and Strategies Report

This report delves into the multifaceted world of internet marketing, exploring its pivotal role in contemporary business environments. It begins by defining internet marketing's core functions, including web advertising, e-commerce, market research, and customer service, and examines how these elements contribute to business success. The report then analyzes how selected organizations utilize internet marketing techniques, such as web design, search engine optimization, and email marketing. Furthermore, it highlights the benefits of internet marketing for customers, including instant comparisons, clear product information, transparent pricing, and convenient purchase tracking. The report also discusses the opportunities and advantages that internet marketing offers to businesses, particularly within the marketing mix framework, and concludes by addressing the challenges of globalization in internet marketing, providing a comprehensive overview of the subject.

Unit 12. Internet Marketing

Table of Contents
Introduction..........................................................................................................................................3
TASK 1.................................................................................................................................................4
P1. Describe the role internet marketing has within a modern marketing context..........................4
1. Web Advertising:- The Internet provides a platform to place advertisements with the potential
to reach millions of consumers around the world. ..........................................................................4
2. The Web as a Sales Channel:- Today, you can buy almost anything you want on the Internet by
visiting a company's website. This lets you sell more products without the cost of having to rent
out and stock additional retail floor space. The ability to sell goods without the cost of a physical
storefront is especially helpful for entrepreneurs who want to keep start-up costs low..................4
3. Market Research:- Gathering information about the preferences and habits of consumers is an
essential part of marketing. If you don't know what your customers want, how much they are
willing to pay for products, and who your competitors are, it is difficult to offer the right product
to the marketplace............................................................................................................................4
4. Communication and Customer Service:- The Internet can help companies improve customer
service by giving customers an additional channel of communication that is available at all hours
of the day. In addition, the Web lets businesses distribute important consumer information such
as product manuals, guides and answers to frequently asked questions. This can help customers
make informed decisions about their purchases..............................................................................4
P2. Describe how selected organisations use internet marketing....................................................5
Use the Right Web Design .........................................................................................................5
Utilize Search Engine Marketing and Optimization...................................................................6
Use Email Marketing .................................................................................................................6
TASK 3 ...........................................................................................................................................6
P3. Explain the benefits to customers of a business using internet marketing.
.........................................................................................................................................................6
TASK 4 ................................................................................................................................................7
P4. Describe the benefits and opportunities to the business of using internet marketing within the
marketing mix of a selected business..............................................................................................7
TASK 4................................................................................................................................................9
P6. Explain the challenges of globalization facing a selected business when using the internet as
a marketing tool...............................................................................................................................9
CONCLUSION .................................................................................................................................10
References .........................................................................................................................................10

Introduction
The study is about the role of internet marketing in the success of organization. In today’s
business environment, it is essential to change according to the need of market. Digitalization is
become an essential part of the business culture and improved the standard of doing business. Tools
of internet marketing will be analyzed in this study and evaluation will be done in the reference to
the requirement of business. For this study mark and Spenser must be hones for further discussion.
It is a retail outlets company which may also provide online services. The online public relation is a
newly introduced term in the digital marketing and is beneficial for the further process of the
company. The complexities in the adoption of the techniques and using World Wide Web are
analyzed in the report. Ultimately the study is an overview of the use of digital media in the
marketing activities in a company and the factors responsible for effective and efficient implication
in an organization (Gray and et.al., 2015).

TASK 1
P1. Describe the role internet marketing has within a modern marketing context
1. Web Advertising:- The Internet provides a platform to place advertisements with the potential to
reach millions of consumers around the world.
2. The Web as a Sales Channel:- Today, you can buy almost anything you want on the Internet by
visiting a company's website. This lets you sell more products without the cost of having to
rent out and stock additional retail floor space. The ability to sell goods without the cost of a
physical storefront is especially helpful for entrepreneurs who want to keep start-up costs low.
3. Market Research:- Gathering information about the preferences and habits of consumers is an
essential part of marketing. If you don't know what your customers want, how much they are
willing to pay for products, and who your competitors are, it is difficult to offer the right
product to the marketplace.
4. Communication and Customer Service:- The Internet can help companies improve customer
service by giving customers an additional channel of communication that is available at all
hours of the day. In addition, the Web lets businesses distribute important consumer
information such as product manuals, guides and answers to frequently asked questions. This
can help customers make informed decisions about their purchases.
The basic definition of marketing is the process of finding out what M&S customers and the
continuous goal of meeting their requirements. Marketing is probably (one of) the most important
ones within a business, especially for over the last few years. A new kind of marketing has become
vital for the sales results of a company is e-marketing, or internet marketing. This means that the
principles of marketing are done through the internet. The scope of e-marketing is very broad and
by this way of marketing a business can reach more potential customers ( Heang and Khan, 2015).
The Marketing Mix 4 P’s:
 Product - The Product should fit the task consumers want it for, it should work and it should
be what the consumers are expecting to get.

 Place – The product should be available from where your target consumer finds it easiest to
shop. This may be High Street, Mail Order or the more current option via e-commerce or an
online shop.
 Price – The Product should always be representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main tenets of the marketing
concept is that customers are usually happy to pay a little more for something that works really
well for them.
 Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times,
Social Media are all key communication tools for an organisation. These tools should be used to
put across the organization’s message to the correct audiences in the manner they would most
like to hear, whether it be informative or appealing to their emotions. ( Holland, Diehl and
Herrmann, 2013).
The extended 7 P’s:
 People – All companies are reliant on the people who run them from front line Sales staff to
the Managing Director. Having the right people is essential because they are as much a part of
your business offering as the products/services you are offering.
 Processes –The delivery of your service is usually done with the customer present so how
the service is delivered is once again part of what the consumer is paying for.
 Physical Evidence – Almost all services include some physical elements even if the bulk of
what the consumer is paying for is intangible. For example, a hair salon would provide their
client with a completed hairdo and an insurance company would give their customers some
form of printed material. Even if the material is not physically printed (in the case of PDF’s)
they are still receiving a “physical product” by this definition ( Jackman, 2015).
P2. Describe how selected organisations use internet marketing.
In this task the organization that has been selected is Marks and Spencer. As digital
marketing is becoming more and more necessary for a company, not understanding the best way to
drive your business forward can really hurt your chances of success. The use of internet marketing
by Marks and Spencer has been discussed in the manner as under:
Use the Right Web Design
We don’t often think about web design as a marketing tactic, but it can influence the amount
of time and attention a user will spend on your page ( Jeffery and et.al., 2017).

Utilize Search Engine Marketing and Optimization
Search engine marketing and optimization allow your name and website to appear on a list
of search engine results. With a strong SEO strategy, your company website will become associated
with the keywords used to find your services.
Use Email Marketing
It isn’t enough to just send out emails. You will want to consider various email lists that
cater to the specific needs of each individual and can present a personalized approach to your
campaign.
TASK 3
P3. Explain the benefits to customers of a business using internet marketing.
The internet has changed customer shopping habits and with rapid technological
developments accessing the internet has become easier than ever. People can access the internet
whenever and wherever they like. Why do people like using the internet? Listed below are some of
the benefits of the internet for the customer (Kaur, 2016).
Customers Stay Updated
The internet has changed customer shopping habits and with rapid technological
developments accessing the internet has become easier than ever. People can access the internet
whenever and wherever they like. Why do people like using the internet? Listed below are some of
the benefits of the internet for the customer.
Instant Comparisons - Customers Can Compare Prices and Features
One of the greatest advantages for the customer is that they can compare products or
services they wish to purchase from the comfort of their own homes. Instead of having to visit
several different retail outlets, the user simply has to open different internet window tabs to
compare prices or features of the product/service they wish to purchase. Many retailing websites
offer the facility where different products they sell can now be easily compared. There is also price
comparison websites that customers can use to get the best possible price for their products
(Rahimnia and Hassanzadeh, 2013).
Clear Product Information For The Customer
Websites offer clear and consistent product information to all internet users. There is little
chance of misinterpretation or mishearing what the sales person said as in a retail store. The internet
has comprehensive product information whereas in a shop the customer is reliant in the knowledge
of their sales advisor (Shih, Chen and Chen, 2013).

Transparent Pricing Available 24/7
The price of products can be easy for the consumer to find out; customers can access pricing
information from a range of sellers with a few internet clicks. Customers can take advantages of
pricing that may change regularly or take advantages of special offers that last for a limited period
as they can access pricing information 24 hours a day/7 days a week. Whereas prices for products
offered for sale in retail premises can only be accessed whilst the store (or when store telephone
lines are) open.
Track Your Purchase and Choose Delivery Dates
Many websites allow consumers to track their purchase from when it is ordered through to
when they are dispatched and delivered to them. This reassures the consumer and makes them feel
that they are obtaining a good service online. Some sellers also allow the consumer to choose the
delivery address for each purchase and select their own delivery date and time (Jackman, 2015).
TASK 4
P4. Describe the benefits and opportunities to the business of using internet marketing
within the marketing mix of a selected business.
Internet marketing is important because it aligns with the way M&S consumers make
purchasing decisions. Studies by analysts such as Gartner indicate that increasing numbers of
consumers use social media and research on mobile Internet to carry out preliminary product and
price research before making final decisions. Internet marketing enables you to build relations with
customers and prospects through regular, low-cost personalized communication, reflecting the
move away from mass marketing.
Reach
By marketing on the Internet, you can overcome barriers of distance. You can sell goods in
any part of the country without setting up local M&S outlets, widening your target market. You
can also build an export business without opening a network of distributors in different countries.
However, if you want to sell internationally, you should use localization services to ensure that your
products are suitable for local markets and comply with local business regulations. Localization
services include translation and product modification to reflect local market differences.
Relationships
The Internet provides an important platform for building relationships with customers and
increasing customer retention levels. When a customer has purchased a product from your online
store, you can begin the relationship by sending a follow-up email to confirm the transaction and

thank the customer. Emailing customers regularly with special, personalized offers helps to
maintain the relationship. You can also invite customers to submit product reviews on your website,
helping to build a sense of community (Sin Tan, Chong and Lin, 2013).
Social
Internet marketing enables you to take advantage of the growing importance of social media.
An article on the Harvard Business School Executive Education website highlighted the link
between social networking and online revenue growth. According to the article, a group of
consumers that responded most strongly to the influence of social networks generated increased
sales of around 5 percent. You can take advantage of this type of influence by incorporating social
networking tools in your Internet marketing campaigns.
Here are some great features and opportunities of using internet marketing.
 Around-the-clock access.
What time does your retail location close? 5, 7, 8 p.m.? The internet is open 24 hours a day, 7 days a
week. Shoppers can browse your site at any hour of the day, and as a marketer, you can digitally
'touch' consumers at all hours through email, online and social media marketing.
 Greater exposure.
When you market online, you are literally introducing your business to thousands of people who
may never have heard of your brand due to geography or accessibility. With internet marketing, you
could be based in Ohio, and reach consumers on the other side of the world with your brand's
message and buying access to whatever you offer.
 Low cost.
Doing business and marketing-related tasks M&S online are a relatively low-cost, high-reward way
to promote your business, products or services. Ads such as sponsored posts on social media or Pay-
Per-Click ads inside of search engine results can be had for pennies on the dollars. They can also be
targeted more specifically including by gender, location or age, compared to more expensive, broad
reaching, traditional marketing efforts (Jackman, 2015).
P5. Explain how internet marketing has made a selected business more efficient, effective
and successful.
Internet marketing is very beneficial to all customers as it is successful in meeting their
needs. Internet marketing has many kinds of benefits that prove to be advantageous to customers

because it makes everything so easy for them, and allows them to fulfil their needs without leaving
the house.
There are many benefits of M&S internet marketing to customers that fulfil their needs. One
major way their needs are fulfil is 24-hour presence which allows customers to spend more time
shopping not worrying about closing times or they been turned away as its closing time. AS OS are
available to customers 24/7 which means customers can visit their website at any time of the day,
because there's no time limit. This has a big hand in meeting the needs of a customers because
normally a person will have to shop according to the closing and opening times of a shop. But now
thanks to internet marketing customers can do most of their purchasing through the internet, and
that to when they are free with time to spend shopping and relaxing at the same time. Internet
marketing allows customers to shop according to the time most suitable for them. There is no
time limit or any other restrictions, so customers can do whatever they want, whenever they want,
without worrying about closing times.
TASK 4
P6. Explain the challenges of globalization facing a selected business when using the
internet as a marketing tool.
While M&S internet marketing has numerous opportunities, there are also challenges that
marketers must face. Some of those are included here.
 Reputation control.
Because you are putting your brand or business out there for the world to see, there may be places
where the comments or reviews you receive will not be exactly positive. Use this as an opportunity
to address these problems head-on with the customer as well as making your business better.
 Dealing with multiple devices.
Today's consumers are not sticking to one internet-connected device. They're on their desktop or
laptop computer at work, but checking their mobile phone or tablet at home. Your content, whether
website or email newsletter, must be designed with these multiple channels in mind for clear,

concise design and easy navigation. You must also work toward integrating your marketing efforts
across all channels, both traditional and digital, to present a unified, cohesive message.
CONCLUSION
As per the above report the basic definition of marketing is the process of finding out
what M&S customers and the continuous goal of meeting their requirements. A new kind of
marketing has become vital for the sales results of a company is e-marketing, or internet
marketing. This means that the principles of marketing are done through the internet. The
scope of e-marketing is very broad and by this way of marketing a business can reach more
potential customers (Jackman, 2015). In this present report concluded the internet has changed
customer shopping habits and with rapid technological developments accessing the internet has
become easier than ever. People can access the internet whenever and wherever they like.
References
Gray, S.W. and et.al., 2015. Marketing of personalized cancer care on the web: an analysis of internet
websites. Journal of the National Cancer Institute, 107(5). p.djv030.

Heang, J.F. and Khan, H.U., 2015. The Role of Internet Marketing in the Development of
Agricultural Industry: A Case Study of China. Journal of Internet Commerce, 14(1), pp.65-
113.
Holland, C.P., Diehl, K. and Herrmann, A., 2013. Introduction to the special theme on Internet
marketing. Electronic Markets. 23(3). pp.175-176.
Jackman, C., 2015. Strategies of internet marketing: Study different guest posting strategies.
Jeffery, M. and et.al., 2017. Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and
Kayak Sponsored Search. Kellogg School of Management Cases, pp.1-18.
Kaur, G., 2016. Social Media Marketing. Asian Journal of Multidisciplinary Studies, 4(7).
Nosshi, A., Saad, A. and Senousy, M.B., 2015. New Trends and Challenges of Internet
Marketing. Asia Pacific Journal of Information Systems, 25(2), pp.337-355.
Rahimnia, F. and Hassanzadeh, J.F., 2013. The impact of website content dimension and e-trust on e-
marketing effectiveness: The case of Iranian commercial saffron corporations. Information &
Management, 50(5). pp.240-247.
Shih, B.Y., Chen, C.Y. and Chen, Z.S., 2013. An empirical study of an internet marketing strategy for
search engine optimization. Human Factors and Ergonomics in Manufacturing & Service
Industries, 23(6). pp.528-540.
Sin Tan, K., Chong, S.C. and Lin, B., 2013. Intention to use internet marketing: A comparative study
between Malaysians and South Koreans. Kybernetes, 42(6). pp.888-905.
Strauss, J., 2016. E-marketing. Routledge.