Internet Marketing: Business Benefits and Challenges Report

This report provides a comprehensive overview of internet marketing, examining its crucial role in modern business success. It delves into the various aspects of internet marketing, starting with its definition and how it differs from traditional marketing. The report analyzes the benefits of internet marketing for both businesses and customers, including pricing transparency, responsive transactions, and improved customer service. It explores how companies like Amazon and Primark utilize digital marketing strategies to attract customers, build brand loyalty, and expand their global reach. Furthermore, the report addresses the challenges of globalization in internet marketing, such as payment security and website design for diverse audiences. Finally, it analyzes marketing opportunities for businesses implementing internet marketing, highlighting the importance of customer relationship management and online tracking systems. The report concludes by summarizing the key findings and emphasizing the significance of adapting to the evolving digital landscape.

INTERNET MARKTING

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Role of marketing in different business organisation success...........................................1
P2 Use of the internet marketing............................................................................................2
TASK 2 ...........................................................................................................................................3
P3 Benefits of Internet marketing of a business towards customers......................................3
TASK 3 ...........................................................................................................................................4
P4 Benefits to the business from internet marketing..............................................................4
P5 Business made efficient, effective through online marketing...........................................5
TASK 4............................................................................................................................................6
P6 Challenges of globalisation while using internet marketing.............................................6
D1 Analyse marketing opportunities for business in implementing internet marketing........6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The marketing includes various business activities which are carried in order to identify
different needs of the customers and consumers and serve them with different products that can
satisfy their needs and wants appropriately. Marketing involves various activities staring from
identification of desires of customers to serving them with good quality product with the
Satisfying services and maintaining a better customer employee relationship in order to retain
customer loyalty with the brand or company. The internet marketing similar to the marketing
activities carried out in the physical market. Only the difference between these is the space where
the customers and business interact with each other (Armstrong and et. al., 2012). The internet
marketing is refereed as utilisation of various network sources like internet in order to sell their
product to the clients or consumers. The companies like Primark, amazon etc. are implemented
internet marketing in their business organisation structure successfully that helps in delivering
various opportunities to create more wealth and loyal customers for the brand through providing
quality services and products to consumers online.
In this assignment the student are introduced about the concept of the internet marketing.
The various role of the internet marketing in the modern market is also summarised in this report
in order to gain knowledge about various scope of the company to expand their business
globally.
TASK 1
P1 Role of marketing in different business organisation success.
The internet marketing is having wide range of role in context with modern marketing in
the marketplace and development of businesses. The business organisation like Primark is using
different marketing and promotional approaches incorporated in online marketing. This is helpful
in developing a large digital marketing base for the company and attracting more and more
customers. The companies like amazon and Primark is having various role of the internet
marketing in their success and progressive growth (Banerjee, Dutta and Dasgupta, 2010).
Internet marketing helps in developing large customer base globally without presenting their
physical business organisation in physical market. The internet marketing provide a better
opportunity to interact with the customers of different choices and preferences and helps in
developing and introducing new product in the market. The digital marketing supports
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development of the organisation growth through developing good relationship with the clients.
The business can be expanded through internet marketing no matter the company is B2B, B2C,
C2C. The business to business companies are dealing in selling their final product to other
business for them the product is raw material in order to finish their products. These companies
are using internet marketing in order to create a link with the other business in order to deliver
their finished good to different organisation so that these can be utilised as raw material further.
The internet is a good connecting link between maintaining interaction between the two
customers through the customer to customers oriented companies (Marketing donut. 2017).
These companies are developing success through seeking and buying process between the
customer itself. The customer upload their product on the online portal and which is purchased
by other customer for the company. The internet marketing helps in reducing the gap between
the consumers to sell and buy their products. The digital marketing serves as an information
database for the company in order top identify various customer needs and identification of
different growth opportunity for the company. The information and communication technology
is introduced in different companies like amazon in order to communicate with the customers
and resolve issues effectively over the medium of internet. So, distal marketing is playing
various development roles for the different business organisation in the marketplace.
P2 Use of the internet marketing.
The companies like apple is using various digital marketing strategies to deliver their
products to the customers and establishing brand image and company goodwill in the online
market. The apple is developed various email campaign in order to attract more and more
customers by information about the company policies and their quality services to the
consumers. This helpful in advertising their services and attracting customers towards the brand
loyalty. The amazon is developed various marketing strategies in order to spread information
about their offers and sales to the customer at faster rate through helps of online social media
campaign and advertising about these offers in social sites (Caruana and Ewing, 2010). This
helps in attracting more and more customers. The Companies use social medial database as a
directory or research data in order to analyse the choice, demand and preferences of the
customers. The companies are implementing last minute promotion schemes over the medium of
the internet to communicate about the company product-ad n services quickly in the huge no. of
customers. This can be achieved through advertising the offers and product online videos, online
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social medial pages etc. The different companies are integrating the services along with other
services to share the customer base over the medium of internet the companies like amazon is
also developed their websites and mobile application through which customers can buy, share,
compare the variety of product before wasting time in going to physical market (Chaffey and
Patron, 2012). The companies are using the option of home delivery in their online marketing
strategies in order ton satisfy their customers through quality services. The different companies
like Primak sells their products and also other company food products in their online site or face
window to provide variety of the good quality product at a same site or location. This provides
ease to consumers to make purchase by comparing various product.
TASK 2
P3 Benefits of Internet marketing of a business towards customers.
The digital marketing is having different benefits for the customers of the particular
company. The companies are offering different sales and promotional offers in order to attract
the customers through online portal of the company. Various benefits of the customer through
implementation of the digital marketing strategies in the company are as follows:
Pricing Transparency: The digital marketing provide pricing transparency to their
customers. Te customer can compare various product prices available to them at different sites
and portals at over the medium of the internet in the market without using and spending enert7y
in physical activities like going to the physical market and comparison the product. The pricing
transparency can be defined as the company pricing are available for the customer comparison it
with other product to similar products and their is no hidden cost and policies (A digital
marketing agency that takes pride in creating success stories. 2017).
Responsive transactions: the companies are providing better and secure transaction option
to the customer in order to purchase product over the medium of Internet through the company
mobile application or company websites in integration with other companies that are providing
security to their transaction. The company is given a secure option to make payment safely for
gaining custom,er trust over the brand image and policies and services.
Customer services: the companies are developing various customer services like
compliant and chat option in the suites and mobile apps in order to satisfy the consumers. He
compliant of the customer helps in resolving the issue of customers related to the product of the
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business organisation. While the chat option findings new solution to the query and any
questions related to the product and services of the company. The amazon is provides mode of
communication and frequently asked questions to the customers in order to resolve their problem
and confusion related to purchase of the particular product (Lee and Bradlow, 2011). The
company Goibibo is dealing in hotels, flight and tourism services and make use of internet to
expand its business. Goibibo maintains good relationship with the customer in order to provide a
option to the prospects customers of company with the existing customer of the business
organisation in order to provide review about the utilised services and product information to
future clients.
TASK 3
P4 Benefits to the business from internet marketing.
The internet marketing is provides various growth opportunities to the particular
business. The digital markets providing various benefits to the business wealth and image too.
The benefits provided by the mass customization and advertising area s follows:
Mass customization: The mass customization is providing various types of products to
the customer according to the choices and preferences of the consumer. The physical store if the
particular brand can not contain large no. Of products as it requires larger inventory storage area.
While the online marketing helps in business to present a huge no. of variety of product to their
customers. Amazon is not having any physical retail store selling product (Li and Du, 2011).
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Advertising: the companies like Adidas, Amazon, Asda are marketing their services
through online advertising and banners at online sites, videos etc. This benefits the business to
attract more customers towards the company.
P5 Business made efficient, effective through online marketing.
Effectiveness of the company can be determined by the availability of product and
quality services at the time of requirement by the prospective customers. Te company become
more effective after implementing online marketing approaches in the business organisation and
helps the consumer to find out the desired product by applying various filters in the portal can be
helpful in getting appropriate product effectively. While the efficiency of the business
organisation can be determined through the analysing the performance of particular task in the
company within the time and quality constraints and reducing wastes in the company. The
online marketing provide efficient working to the organisation (Li and Kannan, 2014). Online
marketing helps in attracting potential customers by reducing the human resource efforts. Online
marketing helps in providing information about the new launches and product of the company
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Illustration 1: Amazon marketing services (AMS), 2017

through company emails and social networking sites etc. and this helps in retaining the
customers for long term and contributes in company efficiency.
TASK 4
P6 Challenges of globalisation while using internet marketing.
After the globalisation the companies are dealing with the different customers connected
with company from all over the world. Globalisation is integrations of the trades and economies
of the two countries operated by different boundaries. This helps in dealing with customers
having various cultures and the preferences. This can be huge challenges for the company in
order to meet demand of the customer efficiently. The online marketing provided challenges to
companies in making secure and safety mode of payment to customer. The customers are facing
m,any cyber crimes while making online transaction (Peterson and et. al., 2010). To work
effectively in global market over the medium of internet the company has to established a
encrypted mode of transaction system. To deal with the global market the company websites
design should be according to the use of variety of customers according to their knowledge,
preferences and easiness to access the company websites and services.
D1 Analyse marketing opportunities for business in implementing internet marketing.
The Amazon in internet marketing based company dealing with their large global
customers base in order to fulfil their needs and demand effectively and efficiently. Amazon is
facing a problem in building good relationship with customer before and after sales. To resolve
this problem the amazon decided to launch a system by which the customer can compliant and
chat with the customer care person of the company in order to resolve their problem and issues
related to the particular product. The amazon implemented online tracking system in order to
provide customer a services ton manage their order destination if any change is required by
consumer in destination selected when goods is in transient state (Plaza, 2011). The amazon can
inform the customer about the new products launch and deals about its feature through email
massages which not possible by the consumer to visit again and again in physical sites of
company and checking out for new product updates. With help of internet marketing strategies
the amazon developed customer loyalty and goods relationship with their consumers by
providing quality services to them.
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CONCLUSION
This can be concluded from this report that the companies are expanding their business
by implementation of new marketing online marketing strategies in order to attract more and
more customers for the organisation. The companies are developing various type of strategies
like online chatting, free delivery, customer care services in order to resolve various issues and
query of the client. The different companies like Amazon, primark are exploiting internet
services in order to generate more revenue for the companies. This helps in building good
relationship with customer and also helpful in reducing various cost that are incurred in various
marketing operation of the company.
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REFERENCES
Books and Journal
Armstrong, G. and et. al., 2012. Marketing: an introduction. Pearson Prentice-Hall, London.
Banerjee, N. Dutta, A and Dasgupta, T., 2010. A study on customers' attitude towards online
shopping-An Indian perspective. Indian Journal of marketing. 40(11). pp. 36-42.
Caruana, A and Ewing, M. T., 2010. How corporate reputation, quality, and value influence
online loyalty. Journal of Business Research. 63(9). pp. 1103-1110.
Chaffey, D and Patron, M., 2012. From web analytics to digital marketing optimization:
Increasing the commercial value of digital analytics. Journal of Direct, Data and
Digital Marketing Practice. 14(1). pp. 30-45.
Lee, T. Y and Bradlow, E. T., 2011. Automated marketing research using online customer
reviews. Journal of Marketing Research. 48(5). pp. 881-894.
Li, F and Du, T. C., 2011. Who is talking? An ontology-based opinion leader identification
framework for word-of-mouth marketing in online social blogs. Decision Support
Systems. 51(1). pp. 190-197.
Li, H. A and Kannan, P. K., 2014. February. Attributing conversions in a multichannel online
marketing environment: An empirical model and a field experiment. American
Marketing Association.
Peterson, M. and et. al., 2010. Online customers, digital marketing: The CMO-CIO connection.
Journal of Direct, Data and Digital Marketing Practice. 11(3). pp. 219-221.
Plaza, B., 2011. Google Analytics for measuring website performance. Tourism Management.
32(3). pp. 477-481.
Online
A digital marketing agency that takes pride in creating success stories. 2017. [Online]. Available
through: <http://www.coastdigital.co.uk/> [Accessed on 5th June 2017].
Marketing donut. 2017. [Online]. Available through:
<https://www.marketingdonut.co.uk/online-marketing/> [Accessed on 5th June 2017].
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