Internet Marketing Report: Analyzing Strategies and Customer Behavior

This report delves into the multifaceted world of internet marketing, analyzing its core elements, tools, and customer behavior within the context of Smart Restoration Limited, a company specializing in office furniture. The report dissects key components such as search engine optimization, banner advertisements, social media promotion, online press releases, and blogging, highlighting their significance in reaching target audiences. It also examines the internet marketing mix, including product, price, place, and promotion strategies, emphasizing the importance of excellence, engagement, ease, and economic considerations. Furthermore, the report explores various e-Tools like SEO, keyword planners, social media management software, and email marketing tools. It then presents an internet marketing plan, supported by secondary research on online market growth and consumer purchasing behavior. The report provides insights into online shopping behavior, the motives behind online purchases, and the implementation of electronic customer relationship management. Finally, the report covers pay-per-click advertising and concludes with a summary of key findings and recommendations for Smart Restoration Limited.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of Internet marketing........................................................................................1
1.2 Internet marketing mix.....................................................................................................3
1.3 Internet marketing tools and e-Tools................................................................................4
1.4 Interactive order processing.............................................................................................6
TASK 2............................................................................................................................................7
2.1 Briefing of search engine marketing................................................................................7
2.2 Suitable opt-in email marketing newsletter......................................................................8
2.3 Online public relations and digital marketing communication........................................8
2.4 New digital media communities.......................................................................................9
TASK 3..........................................................................................................................................10
3.1 Customers online shopping behaviour...........................................................................10
3.2 Online survey on motives of the shoppers to buy online...............................................11
3.3 Electronic customer relationship management...............................................................13
4.1 Internet marketing plan...................................................................................................13
4.2 Pay per click advertisement...........................................................................................15
Also it is Covered in poster .................................................................................................16
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Internet is communicating media which connects the people at global level. This is based
in development of wide area network in world. The various business are utilising internet for
different purposes. Internet marketing is also one of reason of use of internet in order to grow
organisation at vigorous rate. Today's scenario states that internet is utmost requirement of all
people in country. The people are surfing things through the media of such a large
communicating media that is internet (Andreopoulou and et. al., 2014). Internet marketing
reduces costs of business and helps in serving their services to the large customer base. The
internet marketing also brings efficiency in processes. E-commerce business is continuously
engaged in optimising their services over medium of internet. Smart restoration limited is an
private organisation dealing in the buying, selling and refurbishing the office furniture. The
company decided to optimise their website with helps of consultancy known True search
marketing in order to enhance the reliability of consumers on website and company services.
In this particular report, various elements of internet marketing are discussed which
contributes in the increasing quality and reliability of company services. Various e-Tools are also
described in this specific report in order to select the appropriate marketing tools for
organisation. An internet marketing plan is also developed in this assignment through conducting
secondary research on growth if online market and surveying the consumers behaviour in
relation to online purchasing.
TASK 1
1.1 Elements of Internet marketing.
The internet marketing following business should comply with its elements effectively in
order to achieve goals of internet marketing strategies efficiency. The various elements like
websites, email marketing, online advertisements are some of the aspects which helps in
spreading the content of company to the targeting customers appropriately. Smart restoration
limited is aiming preoperative customers through selecting an possible elements of cyberspace
market that develop fiscal profit for firm (Bailey, 2011). The various elements that influences the
services rate of internet marketing are described below.
Search engine Optimization: This is the word centric approach of company. Search
engine optimization is tools which filters the results of an search aged by consumers through
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identifying word or query of user over medium of internet. Smart restoration limited can bring
efficient in search of user through developing an centric world for optimising search engine. This
involves primary world and secondary world that can link the user to same results and helps in
targeting similar customer groups. Primary world for the searching smart restoration limited its
name itself while other secondary content that also optimise the results of company can be
Furniture, office furniture, refurbishing etc. This helps in targeting same kind of customers which
are making different hunting on cyberspace.
Banner advertisement: This is defined as selection of an website which can be helpful in
incrementing sales of company through developing an banner advertisement on particular site.
Smart restoration is engaged in delivering office furniture to users so targeting similar kind of
choices of customers can be optimised through using banner advertisement on related suites like
websites offering office land, office designs and interiors etc. To be successful in this tactical
approach of banner advertisement on internet can be successful only when the selection of
websites is appropriate (Eight Elements of Internet Marketing. 2016). Various factors that are to
be considered while making selection of site can be number of users visit site daily, number of
target consumers utilise this specific site for surfing things.
Quality content: Quality of message should be interesting an attracting the prospective
customers of company. The content displayed on the promotional banners should be stimulating
the user to make a click visit on advertisement. The promotional message should comply with
the product quality, brand image and vision of company. User decide with in 3 second to make
visit on add or not. So, the advertisement banner and and content should be fascinating, attractive
and full of suspense that attracts consumers to make visit to website (Berisha-Namani, 2013).
The content of smart restoration limited should be attractive enough and should not be
monotonous so that prospective customers can visit these promotional banners.
Social media promotion- This elements of the internet marketing is trending aspects of
growth of marketing over medium of internet. As this provide two way communication between
user and company. Smart restoration limited can effectively receive feedback form customers on
posting the products or new innovation on social media sites.
Online press releasees: It is very important and essential part of the business success and
development because with the help of this tool, business entity easily attract large number of the
customers. It consists placement of interesting element regarding a internet site, its management
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group, company and its services or products. This is faster approach to get review about services
of company and how firm can modify products according to feedback and needs of consumers.
Social media sites helps in maintaining an good communication relationship with consumers and
spreading awareness about firm services. This will helps in increasing profit of firm through
advertising on social networking sites.
Blogging: It is an essential element of marketing concerning the part of posting opinions and
comments as well as making declaration in a meeting. It is important for attracting million clients
towards business services and products and increasing sales of them.
1.2 Internet marketing mix.
Internet marketing mix is similar to marketing mix. But this involves targeting customer
to world wide through advertisements and marketing mix strategies. This marketing mix utilises
tools of internet which helps in communicating content of customers through company website,
social networking sites email marketing newsletters, online blogs etc. While developing an
effective internet marketing mix Smart Restoration Limited should compliance with excellence,
engagement, ease and economic factors of services (Bianchi and Mathews, 2016). Company
should get excellence in their online services ion order to attract currents continuously over the
medium of internet. Company policy should work with engagement of user in evolving new
product an services through receiving feedback about new innovation. Services and website
developed by organisation should provide erase to the consumers while availing services over
medium of internet and firm also company with the economic factors of services while dealing
with product on cyberspace. Services should be provided with reasonable price on internet
websites. The internet marketing mix of Smart Restoration Limited is described below.
Product: In internet marketing customers is making purchase only through seeing
products as internet provides intangible services to consumers. So, while which helps in making
purchases efficiently through studying description of products on websites. Example: Company
should describes all features of furniture that is served by firm. They produce different products
and services to their clients such as introducing new products over internet websites Smart
Restoration Limited company should present features of product appropriately
Price: Price of services ion the internet medium should be in competitive range with
other companies and affordable rage of customers. The pricing policy largely affects purchasing
behaviour of consumers. Pricing strategy of Smart Restoration Limited also comply with the
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vision and brand image of firm that have to be conveyed to people (Chen, 2011). Firm should
represents their pricing strategy that it should not harm brand image and consumers not rate them
as cheap services. Example: Prices over the internet and in physical site should be decided
appropriately in order to enhance the sales of both the market mutually.
Place: Place for promotional scheme for company while developing internet marketing
mix should appropriate in order to target large consumer base and attracts towards company
product efficiently. Selection of websites, in which advertisement are shown is an important
aspects of selection of place. For example: The company official website is an appropriate palace
to deal with large consumer base. Social networking sites also is an cyberspace intensified
growth of for achieve large numbers of sales figures over medium of internet.
Promotion: Promotional techniques used by company in order to advertise and offer
services in front of customers should be attractive in nature, and capable of stimulating
prospective client to make purchases over medium of internet (Fan and Tsai, 2010). The online
offers like 10% on credit card payments, 5% extra off on purchase from company websites etc.
can be motivational promotional schemes fro consumers which will results in enhancing growth
in internet market. For example: Various promotional schemes utilised by Smart Restoration
Limited can be motivated through email marketing also helps in enhancing sales of firm. They
use online marketing, banner, promotion of their products and facilities.
1.3 Internet marketing tools and e-Tools.
Tools utilised in development of marketing mix of an internet promotional mix of
company helps intensifying growth of firm in many folds. The different tools utilised in
developing internet marketing plan are as follows:
Understanding customers- The various e-Tools like Search engine optimization helps in
identifying needs of customers and changing trends in preferences and choices of consumers.
This tool brings efficiency in search. Google keyword planner is also an other tool which helps
companies to understand behaviour of customers in market.
Understanding competitors- Different techniques and tools helps in identifying strength
and weaknesses of competitors in market. Smart Restoration limited can use Google Ad Planner
in identifying various dimensions of competitors (Fritz, 2013). This also helps in analysing size
of prospective audience and developing targeting market strategy.
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Social media updates- Hootsuite and Tweetdeck are the software design that helps in
reviewing updates of social posts. This helps in identifying the feedback of consumers and
people on social networking sites about company products and helps in developing effective
marketing plan in order to target prospective elements of market.
Match5 Mailer- This reduces spamming of massaging. This helps in increasing
efficiently through email marketing through targeting appropriate prospective group of clients.
Match mailer helps in sending spam to appropriate group of consumers.
Email marketing- This marketing use messaging tools in order to convey the content of
advertisement products of company. Various messaging tools like email, instant messaging etc.
helps in relaying information to prospective clients for Smart Restoration Limited.
SEM- Search engine marketing is new trends in cyberspace marketing which is followed
by many of organisation in today's scenario (Jobber and Ellis-Chadwick, 2012). Smart
Restoration limited can use this specific tools in order to come at first position in results through
in engine searching by user. This helps in attracting large number of consumers as this marketing
strategy are lagging behind other competitors on search engine results.
Word of mouth- This considered any type of written and oral communication interaction
with target market to sell products. Companies are using videos and brand ambassador are
relying information about product over social networking sites and other sites like YouTube to
attract more and more targeted group of market.
Mobile advertising- This tools of internet marketing provide an handy accessing to
company services and products. With helps of mobile apps organisation clients can access the
company services any time easily. This process provide an ease to avail services of firm. This
will contributes in growth of sales rate to large extent.
Affiliate marketing- This marketing type is known as making sales through referrals of
other websites. Companies are developing various techniques in order to work collaborative and
engaged in developing huge referrals for specific products and services. Companies are
receiving commission to each referral an this also leads to an secondary earning of firm and also
helps in increasing direct sales of business (4 Key Elements Of A Successful Internet Marketing
Plan. 2017).
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1.4 Interactive order processing.
This process helps in integrating the functions of organisation in order to bring efficiency
and optimization in the process starting from collection of products to its delivery to right
customer. Interactive order processing in internet marketing provide an ease to access the facility
of organisation by consumers and this helps in increasing efficiency of company too by
managing orders by stock availability and collaborating it with suppliers. Interactive order
processing of Smart Restoration Limited involves purchasing of products through official
websites of company. Product of this enterprise is also available to various E-business sites
which is engaged in delivering of many company products to customers. These websites act as
intermediate between client and company. The order processing of Office furniture company
Smart Restoration Limited follows an 5 step to place order by client. The step followed in
making an order through online website of company is described below:
 First step involves selection of products of company. Website is having many filter
options to select material, colour, quality of product. This also describes size of furniture
required by consumer (Kerpen, 2011).
 Second step of order precessing involve selection of products and adding to cart. The
company is also provided with an modification option of person is requiring in products
according to needs.
 Third step involves adding locations where the selected product have to be delivered.
Company is also offering various time period of delivery through different charges of
services. Faster delivery of product is chargeable and other is free.
 Fourth step includes selecting payment methods and adding bank details with securing
transactions through in time passwords.
 Last step of making purchase is submitting the order details in . The company will
precess the products, firm check availability in stock in make it available according to
modifications required by consumers within in define delivery time period.
 The organisation is also providing tracking software of order which develop an
interactive order processing and helps individual to know about the stage of product
delivery. And how much time product will take to be delivered.
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TASK 2
2.1 Briefing of search engine marketing.
The search engine marketing is a new concept in internet marketing that helps in
increasing through optimising sales of prospective client of company (Kriemadis, Terzoudis and
Kartakoullis, 2010). This can be developed through optimising the techniques in order to come at
first position in results of search engine. This marketing contributes in company profitability to
large extent. The various techniques developed in search engine marketing involves following:
Search engine optimization: This process involves the optimising results of engine
which is searching the query of user over internet. This linked with defining primary and
secondary word used by the user will leads to searching of an company products. Like for
instance the company official name is primary work while furniture, office furniture is secondary
to results of organisation searching in search engine optimization process.
Paid search engine marketing: This involves paying for the to achieve high number of
searches in results of engine. Like for instance Smart Restoration can pay google search engine
to locate company website at first position while user is remaking query related to office
furnitures.
Landing pages: This is also an techniques developed in search engine marketing which
involves surfing to the suites through connecting links for the landing page or destination. This
providing an accessing an other sites from the previous search (Laudon and Traver, 2013).
Long tailed concept: This is the process when the user is making an long tailed keyword
to search an particular object on search engine it makes it an phrase and shows it to the client.
This helps in increasing the efficiency of search engine results. The Facebook, Justin are some of
the word which are phrased by surfing on internet.
Geo-targeting: This helps in targeting the consumers through their geographical
locations. Search engine filters results according to location of user and helps them serving better
results.
Opt-in email and email marketing: This is new trends developed in email marketing.
This helps in increasing the efficiency of promotional schemes through emails. Opt in email
deliver massage to consumer through receiving free consent of the client. This helps in
identifying prospective customers for the organisation profitability.
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2.2 Suitable opt-in email marketing newsletter.
Suitable opt in email marketing is an new approach which is developed by company in
order to optimise the strategy if internet marketing. Companies are developing various mail
catalogue ion order to inform the prospective and current customers of organisation about the
products and services. The consumers are informed about sales an offer that are available in the
organisation marketing promotional schemes (Omar, Bathgate and Nwankwo, 2011).
This techniques of suitable opt-in marketing newsletter involve bulk messaging to the
clients. This involves sending messages to the consumer through listing name of huge number of
consumers. This can be of two type one is unconfirmed Opt-in email and second is confirmed
email newsletter. Unconfirmed opt-in mail involves list of customers are represented an software
send email to these message about the company information without checking the authentication
of mail, username and individual is right person for the information be shared or not. While the
confirmed opt in marketing involves targeting the consumers which are right person for the
company message that have to be delivered by software on behalf of organisation. The catalogue
of company opt-in newsletter is as follows:
The Smart Restoration Limited is come up with SPRING SALE
Surf here to various office furniture with Discounted rate. Browse here>>>
2.3 Online public relations and digital marketing communication.
The traditional public relations involved maintaining good relationship with the
consumers. Through resolving query of individual the company is engaged in developing various
policies. This is also achieved through online public relation. This involves communicating with
the customers of firm in order to develop an good interrelationship between each other. Social
bookmarking, Photos and video sharing, online customers services, search engine all helps in
develop an harmonious relationship with public (Pomirleanu and et. al., 2013). Various
companies are engaged in developing good relationship with people through uploading new
videos rested to the product and query face by customers.
Segment different target customers: Mainly, business require to evaluate target audience,
including partners, prospectus, customers, suppliers etc.
Identification of clients information sources: Following representative and essential from the
categorising and target market according to the data that has been gathered.
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Reviewing media sources: In this manager of business organisation require to maintain media
sources in an essential manner which has been recorded out of utilisation.
The companies are developed customers services online through instant chat on official
websites which helps in solving issues of consumers. The feedback and revert to this reviews and
feedback in behalf of organisation helps in maintaining an motivation relationship with
consumers and resolving issues of client. Social networking sites also helps in development an
communication through digital marketing. The interactive communication helps in informing
about services of firm and also helps in resolving issues and answering various query results to
purchasing decisions of individual and reviews after sales of business entity products. This
public relations helps in developing an good experience with the organisation services through
interactive public relationships.
2.4 New digital media communities.
The Smart Restoration Limited is engaged in developing various techniques in relation to
develop an good interactive communication between client and company service provides. This
can be developed through introducing new digital media communities in working operations of
firm over the medium of internet (Roberts and Zahay, 2012). Some of these digital
communication media that is utilised by the organisation in order to maintain good relationship
with consumers are as follows:
File sharing sites- this helps in sharing the files like videos, pictures of products and
services of company. This many also involves an communicating video which convey about the
company specialities and vision of organisation in front of large consumers base over medium of
internet. Sharing the selected products by person to his friend is an application to this digital
media.
Instant Messaging (IM)- This is approach in order to enhance the efficiency of delivery
of services to consumers. This involves resolving query while making purchase of an particular
company products (Salehi and et. al., 2012). Different reviews and feedback and issues are
considered as application to instant messaging of services of company.
Chat rooms- This involves discussing or sharing of view about the particular product.
This helps in analysing the consumers reviews and their satisfaction level, this also helps in
identifying changing needs of consumers and helps in developing new variations in products.
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Discussion groups- This is an discussion rooms that are developed by the higher
authority if company and some external expert which are cojnne6cined through internet present
in different destination worldwide,. This useful in discussing and making discussion through
helps of expert knowledge before engaged in any physical meeting.
Blogs- This is information which is shared by the company about their products,
achievement, services and growth stages to the customers and other stakeholders. These blogs
are the refection of journey of organisation in market. The online blog can be accessible over the
medium of internet in different newsletters, newsfeeds and company official websites.
TASK 3
3.1 Customers online shopping behaviour.
Customers purchase decision and behaviour can be analysed through the secondary data.
Secondary data is the data which is developed by some other investigator, writer in relation to
study about particular topic. This data can be used to analyse the current research projects also.
The secondary data is developed by an other person (Shukla, 2010). Secondary data can be
sourced from various books, journals, news feeds. The online shopping behaviours of an person
can be understand through collecting data from newsfeeds.
Information regarding secondary data is obtained from the magazines and books.
Through the data needed in order to identifying perception and needs of customers related to
online marketing. As per the survey, there are 100% respondents, in this some are agree this and
remaining are not accepted. The blogs and survey conducted by different reports analyse helps in
identifying growth of the online shopping. Reviews and feedback of consumers in relation to the
online purchase also help in analysing the satisfaction level of consumers through online
shopping and purchasing behaviour.
Habits of media devise person Agree of this statement
Recommendations from a family or friend 78
Television ads 63
Recommendations from outside social media
circle
57
Online review by every person, business do not 52
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