Internet Marketing Report: Analyzing Internet Marketing Strategies

This report comprehensively examines internet marketing, beginning with its role and functions within the modern marketing context, including email marketing, web marketing, and social media marketing. It details the benefits for both customers, such as convenience and personalized offers, and businesses, highlighting opportunities within the marketing mix and the advantages of dynamic pricing. The report analyzes how internet marketing has enhanced business efficiency, effectiveness, and success through examples like Nike, focusing on supply chain efficiencies and global reach. Furthermore, it addresses the challenges of globalization, such as technological changes and security concerns, faced by businesses like ASOS and Tesco. The report concludes by emphasizing the importance of understanding digital marketing for effective business operations and highlights the impact of globalization on business activities.

Internet marketing
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1) Role of internet marketing within modern marketing context..............................................3
P2) Functions of internet marketing............................................................................................3
TASK 2............................................................................................................................................3
P3) Benefits for customers of a business using internet marketing.............................................3
TASK 3............................................................................................................................................3
P4) benefits and opportunities to the business of using internet marketing within the
marketing mix of a organization..................................................................................................3
P5) internet marketing has made a selected business more efficient, effective and successful...3
TASK 4............................................................................................................................................3
P6) challenges of globalization facing a selected business when using the internet as a
marketing tool..............................................................................................................................3
CONCLUSION................................................................................................................................3
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INTRODUCTION
Internet marketing can also be broken down into more specialized areas such as Web
marketing, email marketing and social media marketing. Internet Marketing for Smart People is
a systematic, simple way to understand and implement effective online marketing. You’ll learn
the “Copyblogger method” of creating a profitable online business or marketing your offline
business online.. Email marketing involves both advertising and promotional marketing efforts
via e-mail messages to current and prospective customers.
TASK 1
P1) Role of internet marketing within modern marketing context
The reason of this is because so many people are using internet now that it would be a
hugely missed opportunities if people didn’t uses the internet or marketing. Internet is the fastest
growing communications method and it’s currently available to over a million upon millions of
people around the worldwide. The internet is used with many ways example, advertising
banners, videos advertising, and even the pop ups are the common advertising methods is being
done through internet marketing. And the companies are using better ways to advertise e.g. using
most popular websites to advertise their service or product. the Role of Internet Marketing The
internet marketing introduces the products and services online (Cobb, Brookover and Cobb,
2015). Businesses that aim for profit intend to market their products through the internet because
it’s a helpful way of increasing the business’s profit. sells and also increases the number of their
customers. Marketing in the business world is about finding out what customers want and expect
from the business, therefore it is important to provide the best and easiest way to operate the
business. Internet is a quick way for the business to connect with its customers. Businesses tend
to go online because they can easily promote their business into the global level, which is an
inexpensive way. Internet marketing can also help the business achieve its smart objectives, for
example increase online sales by 15% by the end of 2010 or increase customer maintenance by
20%. The SMART objectives are specific as it gives full information on what the business needs
to do in order to achieve its objectives. it is also measurable to see whether the business is
achieving the objective successfully or not. Smart objectives can also be timely, realistic and
achievable (Dunlop, Freeman and Perez, 2016).
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P2) Functions of internet marketing
Pay per click (PPC), is an internet advertising model used to direct traffic to websites, in
which advertisers pay when the ad is clicked.
PPC is an excellent way to get your advert seen by people, and because you only pay for those
who actually click your link it means that you can be reasonably sure that you are only paying
for people who are interested in what you have. Tools such as Google Adwords allow you to
research relevant keywords to make sure that you are choosing terms that people are searching.
Video is one of the fastest growing areas of online marketing. Not only is it popular with people
who prefer watching to reading, it allows you enormous flexibility to present your business in a
way that just isn’t possible through words alone (Felzensztein and et.al., 2014). YouTube is the
second most popular search engine after Google, and it’s free to host your videos there as well as
many other video sites. Facebook now also encourages videos to be uploaded directly to your
timeline there so that they play automatically in your followers’ news feeds.
Affiliate marketing is a type of performance-based marketing in which a business
rewards one or more affiliates for each visitor or customer brought by the affiliate’s own
marketing efforts. If you have your own products but aren’t great at sales, affiliate marketing is a
great way to get other people to do your selling for you without employing a single person. Take
a look at sites such as Click Bank, Commission Junction and Epic Advertising to see what other
people are selling as affiliate products, and get a sense of if there is a good market for your
product (Fritz, 2013).
TASK 2
P3) Benefits for customers of a business using internet marketing
Internet marketing is important because it aligns with the way consumers make
purchasing decisions. Studies by analysts such as Garner 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.
Convenience
Internet marketing enables you to be open for business around the clock without
worrying about store opening hours or overtime payments for staff. Offering your products on
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the Internet is also convenient for customers. They can browse your online store at any time and
place orders when it is convenient for them (Kwek, Tan and Lau, 2015).
Cost
Marketing products on the Internet costs less than marketing them through a physical
retail outlet. You do not have the recurring costs of property rental and maintenance. You do not
have to purchase stock for display in a store. You can order stock in line with demand, keeping
your inventory costs low.
Personalization
Internet marketing enables you to personalize offers to customers by building a profile of
their purchasing history and preferences. By tracking the web pages and product information that
prospects visit, you can make targeted offers that reflect their interests (Laroche, Habibi and
Richard, 2013). The information available from tracking website visits also provides data for
planning cross-selling campaigns so that you can increase the value of sales by customer.
TASK 3
P4) benefits and opportunities to the business of using internet marketing within the marketing
mix of a organization
A benefit of a customer shopping with a business who uses internet marketing is that they
can experience dynamic pricing. dynamic pricing is when a price of a product or service changes
due to certain actors such as changes in the economy, seasonal changes etc. This means
customers who shop online can save money on these circumstances (Lee, Lee and Kim, 2015).
For example a clothes retailer such as Topman would have a huge sale after Christmas (which is
a seasonal event). Some of these savings will only be valid online via their website. So customers
can easily purchase these cheaper products on the Topman website without having to go out and
buying them in store (this may be a hassle due to lots of people shopping in store because of the
sale. so the dynamic pricing from the internet website allows customers to save money and time
without having to shop at the store directly.
Opportunities offered to businesses by Internet Marketing The Internet presents
businesses with great opportunities to improve their marketing effort and perhaps gain
competitive advantage. Internet marketing maximizes the value that comes with reaching
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consumers through digital media. As you engage more people, you grow your brand awareness,
and you draw more visitors to your website (Mols, 2013).
P5) internet marketing has made a selected business more efficient, effective and successful
Internet Marketing has allowed to procure online with this they can purchase the
materials instantly making the process of their production of finished goods quicker which offers
them the efficiency of time saving. Also internet marketing has offered customer power as they
have a wide range of choice in buying materials which has made them efficient in cost saving as
they can procure form cheaper suppliers and be in contact with new suppliers which they
wouldn’t have reached offline. These efficiencies have made effective as they know produce
goods quicker and effectively sell them online for private customers to buy (Ramsaran-Fowdar
and Fowdar, 2013).
Price is another efficiency provided by internet marketing for as with internet marketing
Nike are able to have more choice in price as the internet will have a variety of suppliers which
wouldn’t have been able to reach to offline. Procuring online has given disinter mediation which
has helped them reduce cost, this gives them effectiveness in buying as online processes are
much faster and suppliers would be able to deal with quicker and therefore makes their selling
successfully (Ryan, 2016).
Place efficiencies are offered as they use internet marketing to reach customers and
suppliers due to the internet having more reach by scale on national, international and global
levels. With internet marketing are reaching customers globally and getting sales from all over
the world as is a recognized brand globally, this is also cost effective for them as they don’t have
to have a location in all the countries they can trade online and ship products to customers which
would save them premises and staff costs to operate several different locations.
Promotion efficiencies from internet marketing are that they are able to engage with
service like SEO, or banner advertisements and also promoting on social media sites (Strauss,
2016).
Internet marketing has offered more efficiency, effectiveness and successful as with
internet marketing supply chain efficiencies have been offered as buying and selling has become
more smoother, faster and can substantially save on costs and get their product to the markets
more quickly.
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TASK 4
P6) challenges of globalization facing a selected business when using the internet as a marketing
tool
Technology is always changing or updating to work better or maybe to look better, to
attract more people etc. Nowadays technology is used nearly everywhere and has become very
popular. Computers are one technology that is used for many, many reasons by millions of
people throughout the world (Kwek, Tan and Lau,2015). The internet is very important and
many functions within the internet are used and updated/added to the internet to make ‘life
easier’. Businesses that are based online such as ASOS has a great advantage of using these
functions but ASOS also are faced with the changes being made. Customers like to see things
that are modern and ‘in with the trend’. Home pages for example are the first page people will
see and it has to be importantly eye catching and highlighted in the right way. If the technology
used behind computers is changed the employees will have to keep to the challenge and get
trained to KNOW the changes and use it within the website.
This issue is a big one, as security online is important. There are many unreliable sites
that contain many viruses, hacker access etc. Online businesses are faced with this concern all
the time as it involves customer’s personal details and also the businesses itself. Internet is not
always trustworthy such as ‘others’ might be able to see or gain access to the site and the
payment systems.
While the internet offers benefits and opportunities in regards to marketing, it also throws
up many challenges generated by an increasingly global marketplace. These challenges,
businesses, have to be prepared for. Businesses such as Tesco must go through the challenge of
facing potential threats online on the internet (Laroche, Habibi and Richard, 2013). The first
challenge that Tesco and any other similar organisation will have is facing is that they can’t
communicate with the customer directly. Most of communication will be done through internet.
CONCLUSION
However, different aspects of internet marketing is presented that affects organization's
business operations. Including this, globalization impact on business activities is described
through this assignment. In this regard, importance and different outcomes of digital marketing is
understood that is useful for operating business activities effectively.
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REFERENCE
Books and Journals
Cobb, N.K., Brookover, J. and Cobb, C.O., 2015. Forensic analysis of online marketing for
electronic nicotine delivery systems. Tobacco control. 677(2). pp.128-131.
Dunlop, S., Freeman, B. and Perez, D., 2016. Exposure to Internet-Based Tobacco Advertising
and Branding: Results From Population Surveys of Australian Youth 2010-2013. Journal
of Medical Internet Research. 78(6).
Felzensztein, C. and et.al.,2014. International marketing strategies in industrial clusters: Insights
from the Southern Hemisphere. Journal of Business Research. 67(5). pp.837-846.
Fritz, W., 2013. Internet-Marketing und Electronic Commerce: Grundlagen—
Rahmenbedingungen—Instrumente. Springer-Verlag.
Kwek, C.L., Tan, H.P. and Lau, T.C., 2015. Investigating the shopping orientations on online
purchase intention in the e-commerce environment: a Malaysian study. The Journal of
Internet Banking and Commerce, 2010. 90(7). pp.90-99.
Laroche, M., Habibi, M.R. and Richard, M.O., 2013. To be or not to be in social media: How
brand loyalty is affected by social media?. International Journal of Information
Management. 67(1). pp.76-82.
Lee, K.S., Lee, H.S. and Kim, S.Y., 2015. Factors influencing the adoption behavior of mobile
banking: a South Korean perspective. The Journal of Internet Banking and Commerce,
2007. 89(6). pp.67-89.
Mols, N.P., 2013. The Internet and the banks’ strategic distribution channel decisions.
International Journal of Bank Marketing. 56(5). pp.90.
Ramsaran-Fowdar, R.R. and Fowdar, S., 2013. The implications of Facebook marketing for
organizations. Contemporary Management Research. 77(1). p.73.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Strauss, J., 2016. E-marketing. Routledge.
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