Internet Marketing Report: Analyzing Smart Restoration's Marketing

This report provides a comprehensive analysis of internet marketing strategies, focusing on the case study of Smart Restoration Limited, a company dealing in office furniture. The report begins by defining key elements of internet marketing, including digital marketing, e-commerce, and e-business, and their benefits. It then evaluates the internet marketing mix, considering product, branding, channels, promotion, and target audience. A comparison of internet marketing tools such as search engine marketing, email marketing, social media marketing, and pay-per-click advertising is presented, highlighting their strengths and weaknesses for Smart Restoration Limited. The report also covers interactive order processing within the context of e-commerce. Furthermore, it includes secondary market research to understand the company's market position and the use of electronic customer relationship marketing. Finally, the report outlines an internet marketing plan for Smart Restoration Limited, incorporating various online marketing tools and strategies to improve sales and brand visibility. The report concludes with a summary of the findings and recommendations for the company.

INTERNET MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing.............................................................................................1
1.2 Evaluation of internet marketing mix...................................................................................2
1.3 Comparison in internet marketing tools................................................................................3
1.4 The interactive order processing...........................................................................................4
TASK 2............................................................................................................................................4
2.1 covered in ppt........................................................................................................................4
2.2 Covered in ppt.......................................................................................................................4
2.3 Covered in ppt.......................................................................................................................4
2.4 Covered in ppt.......................................................................................................................4
TASK 3............................................................................................................................................4
3.1 Secondary market research to gain understanding of Smart Restoration Limited................4
3.2 Online survey........................................................................................................................5
3.3 The use of electronic customer relationship marketing used into manage and analyse
customer interactions..................................................................................................................7
TASK 4............................................................................................................................................7
4.1 An outline internet marketing plan.......................................................................................7
4.2 Covered in Poster presentation..............................................................................................9
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
In the present world scenario each company have to make internet marketing, customers
are available on the internet. This is the most suitable medium for product marketing, a company
can use this marketing for increase their sale(Zott. Amit and Massa, 2011.). They can
communicate with their targeted customers and elaborate qualities and details of the particular
product. Most of the population are using internet and connected via smartphones and laptops so
this a chance for the company to make them customer. This marketing is having effective tools
like; social media marketing, email marketing and search engine marketing. Social media is a
most popular tool and it is used by most of the person in the world. E mail marketing having a
strength to make a mail user as a target and it is also provide a medium to communicate with that
particular person. These are some tools which can use a company and the most beneficial thing is
that these tools are highly cost effective. A company can achieve their target by using this
internet marketing. The present report is based on the Smart Restoration Limited which is
dealing in office furnitures and they are making a partnership with the Medium Blue Search
Engine Marketing to improve their sale and marketing of their products.
TASK 1
1.1 Elements of internet marketing.
Smart Restoration Limited is having decided to use internet marketing and Medium Blue
Search Engine Marketing is helping them in this. Some key elements are here of online
marketing;
Elements of internet marketing:
Digital marketing: Digital marketing is differs from traditional marketing. Through digital
marketing, advertising of products or services via one or more forms of electronic media.
E-commerce and e-business: E-commerce refers as the trading merchandise, over the internet
and it is limited to monetary transactions. Digital marketing carry out the commercial
transactions. It can also be defined as the process of buying, selling, dealing and paying for the
goods and services are done through the internet. E-businesses can run with the help of internet
or electronic data interchange(Yiu., Grant and Edgar, 2007.). It is most important components of
e-business. E-business includes other activities that also the part of business like providing
services to the target customers, communicating with employees as well as customers etc. The
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role of e-business in marketing deals with recruiting, training employees and distributing any
internal information to increase business process.
Benefits of internet marketing: In today's competitive market, people of all ages are more
aware about the internet marketing . It provides a customized advertising approach and build
relationships with consumers. It is the most crucial platform because it aligns with way
customers make buying decisions(Yan and et.al, 2008.).
Convenience: it is most convenience to open business around the nation. Peoples can use online
store at any time at any place and orders when it is convenient for them.
Reach : By internet marketing, consumers can overcome barriers of distance. Marketers can sell
their goods and services in any part of the nation.
Relationship: It provides an crucial platform for building relationships with customers and sets
customer retention levels.
 To board and global reach
 To convenient , quick service delivery.
 To take the advantage of develop social media.
1.2 Evaluation of internet marketing mix.
Marketing mix a complete package of the particular product, Smart Restoration Limited
is working in the office furnitures so they have to develop their marketing according to their
official customers. Internet marketing mix is contemporary style of marketing which is having
several factors and these are;
Product and branding: Medium Blue Search Engine Marketing can present Smart Restoration
Limited as a brand, the furniture company does not having effective website so they need a full
change in it. New portal and e brochure can make a new brand image of Smart Restoration
Limited(Wirtz., Schilke and Ullrich, 2010.).
Channels: The marketing company can adopt all three channels of marketing and the furniture
company have their data so that it can be used in e mail marketing. Built up a fresh bonding with
new customers.
Online auction: As this furniture company is trading in the old furniture so they are having one
more option of online auction. They can make online auction and invite their old clients to make
online bidding on furnitures.
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E promotion: Smart Restoration Limited is having need of promotions, they are having less
peoples who knows about the company so Medium Blue Search Engine Marketing can make
them popular on the social media which may create a boost in their sales or in the online trade
inquiry(WelbourneE and et.al, 2009.).
Peoples: Most of the population is using internet, UK is developed country, peoples are
connected via internet and they are using it on daily basis. So they can easily target by the
company to make sale and purchase with them.
Physical Evidence: The marketing company can make better presentation of their inventory and
they need it. The furniture company is trading in the used furnitures so they are having need of
better presentation of their products.
So these are some factors which is supportive for Smart Restoration Limited in the internet
marketing so they have to use this.
1.3 Comparison in internet marketing tools.
Internet marketing is having different tools which is stated as e tools which is used in the
product marketing. Internet marketing is having various tools and a company can use this as their
requirements. Here is comparison in between these all tools which are search engine marketing,
email marketing, social media marketing and pay per click advertising;
Easy in use: Smart Restoration Limited company having a marketing partner, email marketing is
related to a particular person and it takes time comparing it to social media marketing it can be
used easily by the owner of the furniture company(Turban and et.al, 2008.). Search engine
marketing and pay per click marketing is having their specific procedure to use. So social media
marketing is easy in use by owner and they can use this with their mobile and wherever they are
living at home or at office.
Targeted area: Each online marketing tool is having their own area, e mail marketing is having
focus on particular targeted customers. Social media marketing is having a larger scope of
customers which are connected with the company's page and account. Peoples who knows about
the company have search on search engine which is not meaningful for the company and pay per
click can be used by the company to enlarge their brand image. In the concluded way social
media and e mail marketing having more scope to increase the customer number for furniture
company.
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Making relationship: The furniture company having need to make new customers in the market
so they have to use which tool who has strength to build up relations with customers. Pay per
click and search engine marketing are professional type cast tools and they are not having impact
on personal relationships(Trusov, Bucklin and Pauwels, 2009.). Social media and e mail
marketing tools are having potential to make connection with new customers. It is a medium
which can give through information and detail about future projects and plans to their customers.
In the conclusion and on the basis of Smart Restoration Limited requirements, they have to use e
mail marketing and social media marketing.
1.4 The interactive order processing
When ever a sales or process of marketing has to be carried out then there is a particular
process which is to be followed by the company. Discussing in the context to e commerce,
interactive order processing is followed which is basically a process used by the organization
who are involved in business if e commerce. Such process will include all the steps regarding
dispatching of a product to the customers for an example whenever a order has been passed by
the customer then the company shall choose who is the supplier of that particular product. Once
the supplier has been identified then it is the duty of company to check whether the product
ordered is available is or not if the product is available then the order is processed further which
will include data collection making of inventory, collecting monitory value generating out of sale
from e commerce.
TASK 2
2.1 covered in ppt.
2.2 Covered in ppt.
2.3 Covered in ppt.
2.4 Covered in ppt.
TASK 3
3.1 Secondary market research to gain understanding of Smart Restoration Limited.
The company, smart restorations limited is design to deliver refurbished office furniture.
In growing market, there is great opportunity for UK business. When the UK was recovering
from a recession, this company knew that it had to act quickly to positions it self on the leading
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edge of the recovery(Steffes and Burgee, 2009.). After that company could use the internet to get
its name out to consumers that would be quickly ready to buy when the economy picked up
again. Through market research marketer will be able to know the difference between success
and failure of business. It can help to marketer to advertise and develop successful new product.
To gain an understanding of the industry or market,it is insure that the marketer will be able to
update their business on the current trends and the latest news .
Market research: Secondary market research is to provide a company with an in depth
knowledge of the target consumers in order to able satisfy their needs and wants. From a
secondary market research, this company find out the various market opportunities and makes it
possible to tap into them effectively. After recession, company has to loss their market share.
secondary data already compiled and organized for marketer. Its include reports by government
agencies, office data, newspapers, magazines, and internet. It can help the company to find out
the recent trends in the industry and also help with competitive intelligence.
Online research communities: It helps to develop new product, services or customer value
propositions.
Types of research:
Internal sources: Internal sources that already exist and are collected by the company to
develop new products and services(Schroth and Janner, 2007.). Balance sheets, profit and
statements, inventory records and sales figures these are the example of internal sources.
External sources: In case if the information is not sufficient in internal sources then the
company can be use external sources. It refers as the present data that is collected by other
individual. Examples of external sources: government sources, internet and competitor data.
Advantage of secondary data :
 To less expensive.
 To lots of available data. Easy availability of free information
Secondary data research
The data for the e-marketing has been taken from the internet, public libraries, magazines,
articles etc. From all of these sources the data for the e-marketing and the useful information like
what can be done to do e-marketing, what are its benefits, how can it be used to maximise the
profit and enhancing the business etc. is taken. Internet provides the up to date technological
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information whereas the books and magazines have the relevant data but only the latest addition.
Articles written by the people are very useful in this research as real information can be gathered
from that source because the are written by people after there personal experience so it can be
useful for the business. The data can be analysed by all of the sources and relevant data to do the
e-marketing by the company can be obtained so as to have the proper plan and strategy to
operate the data. Following are some data which have been gained by the secondary research-
Leading industry by sales in furniture area IKEA
Growth in future for online furniture business 8.8% by 2021
Boom year for furniture retailing till now 2015
Mostly purchased furniture Sofas
Online purchase 24.60%
Furnishing sector includes 8000 manufacturers which produces £10 billion of product and
employ 106000 people this is a very useful data for the company to know about the sector
operations across the country.
3.2 Online survey.
Smart Restoration Limited is have to know about the threats and barriers in buying online
furnitures from shoppers to make rectification in their online marketing activities. This online
survey help them in marketing and in to modification of their internet marketing. The furniture
company wants to increase their sale and want to regain their position in the market so online
survey can fulfil their requirement to know about the customer's expectations. To increase their
market they are increasing their product range also, this survey helps them in to find out the
needs of their customers(Saunders, 2011.). The furniture company is having their own data
which can be used in the online survey, e mail marketing is suitable for them and to know about
the stoppers in shopping of online products.
Questionnaire on online sale of products.
01. Do you use internet for check out the products you want to buy?
 Yes
 No
02. Do you prefer online shopping?
 Yes
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 No
03. How much time spend you on internet in a day?
 Less than one hour.
 Less than three hour.
 Less than five hour.
04. What attracts you in online shopping?
 Products Availability.
 Discount and Offers.
 Home delivery and online purchased.
05. How much you spent in shopping in a month (online/offline)?
 Less than 100
 Less than 1000
 Less than 5000
06. Your suggestions for online sale of products online?
…........................................................................................................................................................
..........................................................................................................................................................
This is a questionnaire which have to be sent to those customers who are having a deal with the
company in their history. They have to fulfil this and resend on company's mail account. When
company gets all feedback they can make an analysis of the customer's attitude and behaviour
and they can rectify their online marketing according to this.
3.3 The use of electronic customer relationship marketing used into manage and analyse
customer interactions.
A company who wants to increase their business and make their relations for a long time
have to make relationship marketing. This is a type of marketing which is making faith and
loyalty of customers on their product's company(Sanders, 2007.). If Smart Restoration Limited
use this marketing, they can found some benefits and these are;
Loyalty: Company can regain the customer's loyalty and they can make their products sale
regularly in their future.
Lower Costs: This marketing method is having lower cost and higher returns, a client can be use
one company in their whole life so it is necessary for the company to engage each client for a
long time.
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Easier Targeting: A company who wants to communicate with their targeted customer, can make
communication easily with them.
Electronic customer relationship marketing is having various tools like; e mail and social sites,
they can make communication with their targeted customers by this. They are having a medium
and they can transfer their offers and auction details with their customers.
Smart Restoration Limited company is having used furniture to sale and there are many
customers who wants to buy a used furniture in their offices. They are having a bulk stock of
used furniture which are desk and chairs(Rao and et.al, 2007.). So they are making target on
those customers who have earlier purchase of these types of item with them. They can make two
segments of their stock in desk and chairs. Their details and pictures has to be send would be
customers and after it they have to offer them basic price. This is a process which can be used in
to make interaction of their customer by using the electronic customer relationship marketing.
TASK 4
4.1 An outline internet marketing plan.
An internet marketing plan is based on the company's conditions and SWOT analysis is a
tools which is helps in to know the exact condition of Smart restorations limited. The company
can make their future internet marketing plan and here it is;
Strength. Weakness.
 Company is having their customer's
data.
 Owner knows about the customer's
attitude.
 After sale services on the selling
furnitures.
 Lower sale.
 Limited number of customers.
 Financial conditions after market
recession.
 Lesser scope in new customers.
Opportunities. Threats.
 Many peoples wants to purchase
used furniture for their office work.
 Some companies are working in this
 Completing desire of customers.
 Buy used furnitures.
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sector.
 They are adopting online marketing.
They are having strength that they are having history of this market so they can make grip again
on this(Qualman, 2010). But they have to make more new customers sale, they are having
opportunities which can make profits in their future. Here is an internet marketing plan for the
furniture company;
01. Set Priorities: Company who want to sale their products have to set their priorities and in the
case of the furniture company, they are having lower sale and they want to increase their sale as
soon as possible.
02. Make target audience: In the starting company have to make their target so they have to
make communication via suitable medium.
03. Choose an suitable option: E mail, social media and mobile marketing are the available
option for the company to make communicate on their exist furnitures in their inventory for sale.
04. Discount offer: After making communication they have to make some offers for the sale, an
offer is having power to attract the customer. If some peoples who needs some furniture surely
can make deal with the company(McCole, Ramsey and Williams, 2010.).
05. Measuring results: After this marketing planning they have to measure this and they can use
their sales account to measure the effects in their sale.
4.2 Covered in Poster presentation.
CONCLUSION
Above given report is having focused on the new trends of the marketing which is having many
advantages for new market styles, internet marketing is an advance version of traditional
marketing. New marketing style is having a large scope and having more impact on the
customers.
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