Internet Marketing Mix and Tools for Smart Restorations Limited

This report analyzes the internet marketing system of Smart Restorations Limited, focusing on key elements such as Search Engine Optimization (SEO), email marketing, social media strategy, Pay-Per-Click campaigns, and content marketing. It delves into the internet marketing mix, covering product, place, price, and promotion, along with various internet marketing tools like email marketing, content marketing, and social media. The report also explores how interactive order processing works and discusses secondary market research methods, including public sources, blogs, and surveys. Furthermore, it includes an online survey questionnaire designed to gather customer feedback and examines electronic customer relationship marketing strategies employed by the company to manage sales and foster customer relationships. The report aims to provide a comprehensive understanding of Smart Restoration Limited's approach to internet marketing and its various components.

INTERNET MARKETING

INTRODUCTION
The businesses nowadays have been a lot more technological than it used to be in the
previous generation. The technology was then used for the production and manufacturing of
products but now, even the sales are done on the internet. This is the generation of internet
marketing and the sellers and buyers meets on the internet for their transactions. This project will
be focusing on internet marketing system and its aspects of Smart Restorations Limited. This
project will be dealing about internet marketing mix and tools implied by Smart Restorations
Limited. All the aspects that are subject to the company's internet marketing system like search
engine marketing, email marketing, online public relations and the new digital media
communities for the upliftment of their business (Gautam, 2012).
TASK 1
1.1 Elements of Internet Marketing
The internet marketing is very much demanding as well as complicated. Its is all about
get higher visits on the websites and increasing the sale. Following are the key elements of
digital marketing or internet marketing:
1. Search Engine Optimization: This is the foundation of any strategy of internet
marketing. Search Engine Optimization (SEO) focuses on a various methods to get your
website visible on the search results. Most probably, search engine optimization is
inclusive of:
 Acquiring inbound links of high quality
 Assuring that your website is accessible on mobile phones
 Making sure that there are no technical errors on the website
 Usage of keywords to replenish the content but should not lead to stuffing of
keywords.

 Building up tags that are enriched with keywords, and also in header tags which must
be appropriate and meta descriptions (Michaelidou, Siamagka and Christodoulides,
2011).
 The contents updated and uploaded on the website must be proper, correct by
grammar and must be relevant. It must have the ability to engage the reader or user
into it.
2. Email Marketing: Another major element that helps in the efforts of keep the
internet marketing on the move. The proper use of email marketing will result in
the growth of sales and will help in getting the customers more interested and also
lifts up the brand's name. Plenty of tools of automation that are available in the
present market are creating the email marketing more easier as it does not
consumer a lot of time or cost too much financially. And with the era of new
technology, smartphones are common and their usage have been on hike and thus
instant email notifications are possible (Shaw, and et. al., 2012).
3. Social Media Strategy
4. Pay-Per-Click campaign, and
5. Content.
1.2 Internet marketing mix
As in the usual marketing mix, there are 4 P's. Similarly, there are the same 4 P's of
marketing mix in case of internet marketing too. They are:
1. Product: Product can be defined as a good or service that can be offered to the target
market of the company. The factors of a products such as its design, features, packaging
style, quality and the services provided to the customers after the sales must be
essentially developed. The characteristic if the products must be available online for the
customers who are visiting your site. Meeting the needs of the customers is necessity for
making sales online (Fawzy and Dworski, 2010).
2. Place: This factor of the internet marketing mix defined the location where the business
would happen. There is no presence of a physical location as this is a matter of internet
marketing. But the location is to be created virtually where the customers will be shown
the product and compare it with their preference.

3. Price: This is the amount of money paid by the customers to order the project to make it
avail to them. Discounting, purchases by cash or credit, collection of credit and other
price settings are all the important elements that have the power to affect the product's
price
4. Promotion: The communication of the advantages of the product to the customers is all
that's in promotion. There are vast range of options to promote a product. Main objective
of promotion is to motivate the target market . The targeted customers are to be
encouraged to purchase the product so that they could have a positive affect with the
promotional techniques and the information about the product (Huang and Tsang, 2010).
1.3 Internet marketing tools
There are a lot of techniques to approach the internet marketing in order to get a growth
in sales. The complications in each of them makes it tough to make decision to choose a
particular tool of internet marketing. These are the major tools used in internet marketing: Email Marketing: Marketing via emails send to customers in order to make sales is what
involved in email marketing. The mass emails sent to the target audience regarding the
product that is being launched by the company and has to be introduced to the target
market, so that the needs of the customers are to be fulfilled along with the
accomplishment of their desire to increase sales and maximize revenue. Content Marketing: Content marketing involves identifying the most shared content on
the internet such as the topics that have been most searched by the users or such as the
websites. Content marketing helps in the creation and and the sharing process of the
materials that are created online, such as social media contents or posts and videos, that
could possibly promote the company or brand but its main intention is the stimulation of
the customer' interest in the products (Zarrella, 2013).
 Social Media: Social media is a part of new media or digital media that has its
involvement is communication via the internet. Online platforms such as Facebook,
Twitter, LinkedIn and Google+ are examples the leading social media websites. These
platform are nowadays used on a high scale and it could be used to promote the product
of the company the the whole of the brand.

1.4 How the interactive order processing will work
The order processing systems have been a part of business and have been serving the
business as a technology to capture, track and ship the order of the customers that have to be
delivered to the addresses that they have provided while ordering the product. These days, there
are highly advanced systems for order processing that the it could handle the orders from more
than a continent and track them in order to avail international orders, returns and other kind of
shipments that are availed in a high variety of products and segments of customers. The order
processing systems are those technologies that captures the data of the orders from the
employees of customer services or directly from the customers who have ordered. It also helps in
storing the data on a specified central database and also capable of communicating the
information to other departments such as shipping and accounting within the application of the
technology. Order processing systems also track the data regarding the orders and inventory for
every step towards the delivery (Fagerstrøm and Ghinea, 2010).
Customer satisfaction is something that would lead to the long-term success of a business
, and the reliable support of customers by fulfilling their orders in a complete and exact manner
will help in satisfying the customers ultimately.
TASK 2
Covered in PPT
TASK 3
3.1 Secondary Market Research
Smart Restoration Limited have been indulged in the process of taking their marketing
strategies on to the online sources of internet. Customers have to be identified, so that the target
market could be recognized and the online marketing tools are to be made applicable on them.
The company decides to conduct a market research in order to fulfil the needs that are mentioned
above and the sources they are going to depend are secondary sources. They will be depending
on the data books of the governments and survey reports of the market to get the data collected
for the research. These will be the sources from which researchers at Smart Restoration Limited
will be collecting the data from: Public Sources: The government keeps a separate department for the data collected and
it is known as the statical department, which is responsible for the collection of the data

from different markets to know about each of their market conditions. Usually, it helps in
the creation of strategies of finance and policies for the national purposes (Taylor and
Strutton, 2010). Blogs: There is a presence of variety of portals and blogs which are available on the
internet that exhibits the appropriate data analysis of the market conditions but the
companies using it must be aware of its authentication prior to the usage of those data.
 Surveys and reports: Financial magazines have their policies regarding the collection of
statistical data and they possess their own resources on which they mostly depend to
bring in the data collected. All of it can be made in use by Smart Restoration Limited for
their analysis and market research (Tsiotsou, Rigopoulou and Kehagias, 2010).
3.2 Online Survey
As for the need of doing the market research, the company may need certain tools know
about the preferences of the customers and their choices in case of the products that are produced
by Smart Restoration Limited. The company has been allotted variety of offers and special
discounts for the customers who have been the p[art of the company from a long time. Smart
Restoration Limited have to know about the satisfaction level of the customers and their opinions
about the company and their products. Furnitures are a piece of art and they have to be strong in
order to have the quality. The company has just arrived in its online marketing session and they
want to know about its knowledge of customers. Therefore, Smart Restoration Limited took their
decision of preparing a questionnaire for conducting a survey among their customers (Sin Tan,
Chong and Lin, 2013).
Questionnaire for Online Customers
1) Have you heard about Smart Restoration Limited?
a) Yes
b)No
2) Have you shopped anything online on the Smart Restoration website?
a) Yes
b) No

3) What do you like about the online shopping facility?
a) Home Delivery
b) Mobile Access
4) What do you focus on while you shop online?
a) Offers and Discounting
b) Quality of the Product
5) Problems, if any, you faced while shopping online?
a) Delivery Issues
b) Payment Issues
c) Other Issues, please mention
6) Your preferred payment mode when you shop online?
a) Online Payment using Net Banking/ Card payment
b) Cash on Delivery
3.3 Electronic customer relationship marketing
Customer relationship marketing helps the Smart Restoration Limited in the management
of their sales and its level for the future. These types of marketing strategies are used for
managing the relationships in a proper manner with the customers to maximize the company's
scope within the customer group. As the company is starting their major source of internet that
may help them with the benefits to grow sales (Corley, Jourdan and Ingram, 2013). As the term
suggests, electronic consumer relationship marketing relates to the issues of creating
relationships and maintaining them via electronic mediums such as emails and social media in
order to keep up with the customers and other public related to the the company and their
business. The company that used to build furnitures and sell them to the customers directly, now
stepped into the online business part and now they sell the same furnitures online and deliver it
to the customers to the homes for the transaction they had online or else which will be paid while
delivery. When the system of online delivery is established, it has to be followed up with the
management of the customers and clients online, and for the same electronic customer
relationship marketing. The given situation involves the company's struggle to increase their

market coverage and recover their market position by catching up with the customers and getting
grip on their needs to fulfil their desires. Medium Blue Search Engine could market the brand of
furniture by using the social media to create relationships with the customers that are available
in the targeted market (Corley, Jourdan and Ingram, 2013).
TASK 4
4.1 Outline of internet market plan
Analysing the situations helps the company to make their future plans even more better
because Smart Restoration Limited is planning on establishing their internet marketing section
and therefore they have to make the proper analysis of the organization to have the knowledge of
their actual performance and conditions. They can make much better strategies for internet
marketing after realising the strengths, weaknesses, opportunities and threats of the company.
 Strengths
1. Years of experience in the furniture field gives them a favour of being stronger.
2. The company keeps all the data of the customers and even the old data are present with
them and this could give them an additional advantage in the internet marketing part.
3. Their connection with the suppliers regarding the execution of their services to the
customers are up to date and delivers the products on time (Nezamabad, 2011).
 Weaknesses
1. They are facing certain financial crisis and their economic conditions are weak to make
investments in the organization for building up the internet marketing section and their
strategies.
2. There is certain gap in communication with between the customers and the company
causing diversion of sellers and buyers for the company.
3. The lack of facilities for the quick delivery system disappoints the customer.
 Opportunities
1. There is a scope in the sale and purchase of the old used furnitures as it is a new trend in
the market.
2. Customers have been craving for furnishing services at lower costs and the needs of
furnitures in new start ups are another opportunity in the industry (Jobber and Ellis-
Chadwick, 2012).

 Threats
1. Old furniture are risked to be of low quality and it is expected to create a bad impression
on the customers purchasing it.
2. Customers could make direct transactions with the sellers outside and the low profits can
be threat.
4.2 covered in Poster
CONCLUSION
The report has been dealing with the internet banking strategies of Smart Restoration
Limited (Gangeshwer, 2013). Other major decisions taken while the process of the application of
the internet marketing and other aspects related to it are also a part of this project. The works
have been defining the aspects that affects the internet marketing division and the electronic
consumer relation services as a major department within the organization.

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