Internet Marketing Report: Analysis of Strategies and Tools for Growth

This report examines internet marketing strategies and tools for business development, using Smart Restorations Ltd. as a case study. It covers the elements of internet marketing, including effective strategies, content, search engine optimization, and promotional activities. The report evaluates the internet marketing mix (product, place, price, promotion) and compares various internet marketing tools like Hubspot, Mailchimp, social media updates, SEM, word of mouth, and affiliate marketing. It also explores interactive order processing, the mechanism of search engine marketing (SEO, paid search), opt-in email marketing, online public relations, and the use of digital media communities. Furthermore, the report details secondary market research, the design of an online survey, the application of electronic customer relationship marketing, and the development of an internet marketing plan, including a presentation on pay-per-click advertising.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of internet marketing.............................................................................................1
1.2 Evaluating internet marketing mix........................................................................................2
1.3 Comparing internet marketing tools......................................................................................3
1.4 Interactive order processing..................................................................................................4
TASK 2............................................................................................................................................5
2.1 Mechanism of search engine marketing................................................................................5
2.2 Suitable opt-in email marketing newsletter...........................................................................6
2.3 Guidelines for best practice in online public relations..........................................................7
2.4 Businesses use new digital media communities....................................................................8
TASK 3............................................................................................................................................9
3.1 Secondary market research...................................................................................................9
3.2 Design online survey...........................................................................................................10
3.3 Use of electronic customer relationship marketing.............................................................11
TASK 4..........................................................................................................................................12
4.1 Internet marketing plan.......................................................................................................12
4.2 Presentation on pay per click advertising ...........................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Internet marketing is the best promotional tool now-a-days which is used for providing
appropriate information to target customers and market. In the recent era, it is very important that
all business organisations adopt digitalisation and innovative ideas to serve better services easily.
This is an essential part of business which is used to expand firm's structure easily. Internet
marketing is a communication tool which is used to interact with customers directly. Without
effective communication lots of complex and difficulties may occur for executing organisational
activities properly. Through this, firm can easily get higher profitability and growth in the target
market. This project report is based on Smart Restorations limited and it’s headquarter is in
London (Andreopoulou, 2014). The managing director of organisation is LESLIE MANN and
they basically deal in office furniture. This report includes elements of internet marketing and an
evaluation of marketing mix as well. It determines some internet marketing tools, the way they
work and some mechanics of search engine as well. This also includes opt-in-email marketing,
online public relation and effective uses of digital media communities. At last, report discussed
about secondary market research, internet marketing plan and Pay per Click advertising process a
well.
TASK 1
1.1 Elements of internet marketing
Internet marketing is an effective tool which is used to attain appropriate targets easily
through different market strategies. It is a kind of promotional tool which is used to provide
appropriate information about new products and services. There are various elements of internet
marketing as given below-
Effective strategy: For using internet marketing, an organisation needs to understand its
need and market requirement to build appropriate strategy for this. Through the same, they can
easily adopt digitalisation to implement business strategy efficiently. This kind of planning helps
to analyse the business requirement such as budget, technical support, internet allocation and
appropriate knowledge for its users (Bailey, 2011).
Appropriate content: Internet marketing helps to build proper communication between
organisation and their customers as well. For this, they need to understand the importance of
content that they use on organisation's website. These kind of content should have to be easy that
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can engaging customers with company. So, for this, content should have to be completed,
relevant and in a proper form.
Search engine Optimization: These kinds of sources help customers in getting proper
information about company easily. It is a kind of official website of organisation which provides
effective and appropriate information of company. For this, they can use some key words and
special terms that make them unique and different from others.
Blogging and effective promotions: For Smart Restorations Ltd., it is very important to
use internet sources to build promotional activities easily and more effectively. Through this,
they can use online business process to expand the business structure easily. If customer of
organisation do not aware about organisation's activities and their products then they cannot
easily get higher profitability and growth easily (Bianchi, 2016).
1.2 Evaluating internet marketing mix
For a business organisation like Smart Restorations Ltd., it is very important to use
various marketing tools to expend their market structure in the target market. For this, internet
marketing plays the most important role to provide effective information about organisation's
products and services that they want to serve in target market. In this process, internet marketing
mix will help them to understand the quality of their products and specific location where they
want to build relation with customers easily. These kind of marketing mix includes four different
element that such as -
Product: It is the key element of organisation that they use to sell in market for getting
higher benefit and profits as well. For this, organisation needs to use internet marketing to
expend their business structure in the world. For example: Smart Restorations Ltd. can easily use
internet marketing for online purchasing and selling of office furniture easily.
Place: This element is based on distribution places for appropriate products and services.
Internet marketing helps to provide these kinds of facilities to customers to distribute goods and
services at exact location easily. Smart Restorations Ltd. can expend their business to open
different stores at several places for providing products easily (Chen, 2011).
Price: Internet marketing is an appropriate tool of promotion activities which help to
build communication between customers and organisation easily. When a business organisation
like Smart Restorations use internet marketing, it is very important that they use effective pricing
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method to build transparency easily. These kinds of terms are used after getting proper research
of market and its demand for specific products and services as well.
Promotion: Internet marketing is a promotional tool which is used to provide effective
information to customers about specific products and services. In this, they can easily use social
networking, blogging, networking engine and further, internet resources as well. Smart
Restorations Ltd. can easily these kind of promotion tool to build a specific relation with new
customers easily.
1.3 Comparing internet marketing tools
Internet marketing landscape their structure through various tools and techniques as well.
In this process, various websites and search engines provide their own contribution for providing
appropriate services about organisation and their services easily (Fan, 2010). These tools of
organisation are using as promotional tools that help to build trust in customers mind by specific
information and knowledge as well. There is an explanation about some specific tools of internet
marketing as given below -
Hub spot: These are inbound marketing tools which are used to create own page and
website on particular search engine for providing effective information about organisation and
their services as well. This is considered as content management system which is updated timely
bases by new and effective products information easily.
Mail Chimp: This is used as a clear marketing mail platform which is use to allow,
create and manage emails of organisation which is generate to providing appropriate information
to customers easily. These things are considered as beneficial tools for an organisation to start
their services on the basis of online marketing (Fritz, 2013).
Social media updates – This is the best and most effective marketing tool which is used
to provide appropriate information to each and every user as in present era, customers are more
connected on social media to get higher information easily. These kind of resources are very
beneficial for to getting appropriate feedback of clients easily.
SEM- This is known as Search engine marketing which is a beneficial tool for all
customers to gain appropriate information of a company and its products easily. These tools are
basically used by large scale organisations that build their own image in market to keep in touch
with customers easily.
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Word of mouth – These types of internet marketing are users verbal and non-verbal
communication with customers to providing them appropriate information about quality and new
products of organisations. In it employees of organisation are also work to solve problems of
their clients in more appropriate manner.
Affiliate marketing – These kind of marketing tools are uses for making effective sale
through various websites. Some of companies are allows other organisation's to promote their
services on their own blog but for this they charge exact amount.
1.4 Interactive order processing
For a business organisation it will be very appropriate and effective tool to expend their
business structure through online marketing. In it, they can easily provide online products
through internet sources. Now a days these kind of things make most important part in
customer's life to reduce extra time and money as well. Smart Restoration Limited involves
these kind of services to expend their business structure in world wide. Through this they can
easily get higher business advantages easily. There are some step are given which is determine
process of ordering a product through internet such as-
Searching – This is first step of ordering a products through internet marketing. In this
process, customer choose specific products from various option which providing by appropriate
company. It includes colour, size, materiel and most importantly prices of product according to
customers ability to pay. Through this process customers can easily search quality products
according to their need and demand as well (Jobber, 2012).
Ordering – After searching appropriate product, customer choose delivery option and
mode of payment according to their facility. These kind of things includes ordering of
appropriate order according to customer's choice and their demand. Ordering includes, selecting
a product and place it in cart to purchase easily including or excluding delivery charges.
Payment option - Mode of payment play most important role in this process to getting
information about debit and credit card or cash on delivery services. These kind of information
are allow them to getting various methods to pay exact amount of products easily. All this
payment mode are safe and secure for customers.
Delivery – This is next step, in which organisation get all the information of customers
products and their demand to provide appropriate services to them easily. Through these
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informations company pack their parcel and delivered it to exact location which is mention by
customers.
Feedback – After delivery of product, co,any can easily get feedback from customers
about specific products or their services. These kind of feedback are generated while customers
receive their order on specific time period. Feedback helps to build quality in products and
services of company's.
TASK 2
2.1 Mechanism of search engine marketing
Search engine marketing is a tool which is used to promote business activities more
effectively in competitive market. These things are done while organisation build appropriate
connection with internet resources. It is help to build effective communication of company and
its products to customers. Search engine marketing help to build more options for organisation to
promote and sell their products or service for customers (Kerpen, 2011).
Search engine optimisation – These kind of tools are use to build visibility of b tool of
company to enhance their values more effectively. These kind of things help to denote higher
traffic of people toward specific website to build it primary values easily. These are used to
getting higher advantages through ratings and client's feedback.
Paid search engine marketing – These are paid activities of internet in which
organisation uses paid mode to make their organisation on primary position that helps to capture
customers eyes easily. Smart Restoration can also use these kind of activities to build their own
values among office furniture selling organisations.
Landing pages – This is first front page of online marketing advertising organisation
which is used to capture eyes of customers easily. It should have to be more effective and
efficient that used to providing information of company and its products as well.
Long tail concept - This is a measurement process in which organisation used two
different portion of their products and it demand as well. High quantity products with low
demand are determine in head portion and high demand of product and low quantity are usually
denoting in long tail (Kriemadis, 2010).
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Geo-targeting – these kind of services are usually divided according to geographical and
location values of customers. It includes demand of consumer for specific product as exact
positioning. For this search engines help to providing appropriate information easily.
Opt in email and email marketing – This a type of email marking in which
organisation's use different type of methods to providing specific information of their services
top customers easily. It is very fasts growing technique in which company can easily expend
their business services (Laudon, 2013).
2.2 Suitable opt-in email marketing newsletter
In promotional activities Suitable opt in email marketing play most important role to
providing specific information through various email and internet tools. Companies can easily
supply particular substance about their services through internet mailing process to their clients.
These kind of things also used to provide daily update s instantly. The catalogue of company opt-
in newsletter is as follows:
SIGN UP FOR E-MAILS
SMART RESTORATION LIMITED
SIGN UP AND RECEIVE 35% OFF
Be the first one to get aware about attractive offers and discounts
Signing up and receive:
 at least 35% off
 Guarantee for 2 years
 re purchasing and gain 15% discount
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Some of the main things is needed for our records are :
Name:
Email address:
Date of buying:
Updates would be accessible at your email id.
By signing in, you would get ready for accepting terms and conditions and updates if
any:
Dear Sir/Mam,
Reliance you are doing outstanding with wellness and business part. We are feeling blessed to
communicate you that new goods are available with us, and you can call on our store for
visiting once and viewing our deliverables. Important customers similar to you always mean for
us. On your come, will offer you some services with best quality products. We are hoping to see
you soon at our workplace for again and again.
If you received message before this please ignore as it can be spam...
Thank you!
Marketing Manager
Smart restoration limited.
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2.3 Guidelines for best practice in online public relations
For a business organisation it is very important to build public relation more effectively
to distribute products and services easily. Public relation always help to get higher business
growth and profitability from target market. There is a specific information about best practices
are given below -
Analyse target audiences: For a business organisation like Smart Restoration it is very
important to getting appropriate information of target market to providing them products and
services according to market need and demand as well.
Customer information sources: This is all about various sources that help to providing
effective information to customers demand through various changes according to several
changes. These information are all about different sources and marketing changes as well.
Build Promotional resources: This is very important for a organisation to providing
proper information about new products and services that organisation want to serve in market.
Advertising is only promotional source which can easily provide brief information about
organisation's service. For this they use a proper information which include various step for
customer to understand company and their goodwill easily (Omar, 2011).
Evaluate distribution: This is very important for a organisation to use different
distribution sources for their customers to attract them toward effective services easily.
Sometimes companies uses different distribution resources but they can not be more effective
and appropriate for attract more customers easily.
2.4 Businesses use new digital media communities
Business uses new and effective tool to expend their business structure more properly. In
this process internet marketing provide their own contribution to build effective services for
customers easily. These kind of things help them to providing quality services by using internet
and connecting with them properly. Internet is a only source which is used to build appropriate
communication with customer and organisation. There are some other sources are available for
Businesses to use new digital media communities such as -
File sharing: These are the kind of sharing which is used by large scale businesses to
share files to another ones. These kind of things help to reduce extra timing in large
communication fort specific topic. Some internet sources are available for them to share
appropriate file and other topics as well (Pomirleanu, 2013).
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Instant messaging: Instant messaging are used to provide effective information through
SMS and internet mail. Through this organisation can easily provide higher and appropriate
information to them for expend their business structure simply. These kind of things used by
each individual and large unwavering, this helps in receiving a communication on instant basis.
Blogs: These are very import6ant for a organisation to represent their own information
and products quality through blogging and internet uses. Through this information and services
are easily accessed to clients from media and internet resources. These are most interacting
because lots of people and individuals are connected through this to get higher information
easily.
TASK 3
3.1 Secondary market research
Customer are more likely to purchase their products and services through different kind
of sources. Their main motive is to getting higher profitability and less timing. Sometimes
secondary data help to getting appropriate information about quality products and several
companies as well (Roberts, 2012). Sources of secondary data are various books, journals, news
feeds. Online shopping behaviours of customers can be understand through collecting
appropriate data from their feedbacks such as -
Habits of media devise customers Agree of this statement
Recommendations from social networking
sources
80
Television advertisement 70
Recommendations from a friends and relatives 68
Specific review through various online
member who are connecting
55
Various advertisement through internet
resources.
40
Advertising of products and services 45
Supporters or promotion tools 30
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Support from appropriate and huge
personalities
25
Messages and telephonic call 45
3.2 Design online survey
Online survey is very important to getting information about products and services that
organisation provide to their customers. Through this they can easily improve services an
products quality as well. There is specific research is based on internet resources which is given
below -
Questionnaire
NAME:
CONTACT NO:
ADDRESS:
EMAIL ID:
What motivate person to buy online?
1. Customers age for purchasing products ?
 18 to 24
 25 to 34
 35 to 44
 Other
2. What is Gender?
 Male
 Female
 Other
3. Customers demand to use internet ?
 Once in a day
 Twice in a day
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