Internet Marketing Report: Primark's Online Marketing Strategy

This report provides an overview of internet marketing, focusing on Primark's application of online strategies. It explores the evolution of internet marketing, its impact on customer behavior, and its role as a marketing and sales channel. The report analyzes Primark's potential ways to use internet marketing, including identifying customer needs, cost-effectiveness, and the ability to measure marketing efforts. It also discusses the benefits of internet marketing for customers, such as convenience, reach, and personalization. Furthermore, the report examines the opportunities for Primark using online marketing, including updated customer shopping habits and instant price comparisons. The report also highlights the efficiency and effectiveness that online marketing brings to Primark and touches on the challenges of globalization in the context of internet marketing.

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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Internet marketing has within a modern marketing trend.....................................................1
P2. Primark ways to use internet marketing................................................................................2
TASK 2............................................................................................................................................3
P3. Benefits to customer by internet marketing..........................................................................3
TASK 3............................................................................................................................................4
P4. Opportunities for Primark business using online marketing.................................................4
P5. Online marketing makes Primark more efficient and effective............................................4
TASK 6............................................................................................................................................5
P6. Challenges of globalisation for Primark...............................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Internet marketing builds authority using content to inform and build trust with prospects
and customers (Agulnik and Motorola Solutions, 2012). There’s a better way to understand
online marketing, and we want to share it with you. Internet marketing, or online marketing,
refers to advertising and marketing efforts that use the Web and email to drive direct sales via
electronic commerce, in addition to sales leads from Web sites or emails. Internet marketing and
online advertising efforts are typically used in conjunction with traditional types of advertising
such as radio, television, newspapers and magazines. Online marketing moves at the speed of
light. To keep up, you need a strong foundation with the judgement to think critically, act
independently, and be relentlessly creative. There are plenty of guides to marketing. From
textbooks to online video tutorials, you can really take your pick. But, it felt that there was
something missing, a guide that really starts at the beginning to equip already-intelligent
professionals with a healthy balance of strategic and tactical advice.
TASK 1
P1. Internet marketing has within a modern marketing trend.
Internet marketing has obviously been talked and written about a lot over the last ten
years and more. One of the aspects of most of these discussions that fascinates me is that Internet
Marketing is usually talked about as if it is just a further marketing and sales channel, in line
with TV, Radio, Print media etc. This is very intriguing, because I think this is both right and
wrong at the same time. Here is why. The Internet obviously enables a company to advertise and
sell its products and services. For advertising, think banner ads (very reminiscent of print ads, by
the way). Obviously, you can also buy things online, Amazon and others come to mind. But that
is not all. So, for example, before I buy a computer, I will spend a certain period of time on the
Internet to check out all the options, read the reviews, got the the manufacturers’ websites, etc.
After I have done this, I will go to the place where I will purchase, this place can either be offline
or online.
This fundamentally changes the role of marketing and of advertising: In the old
days, you would advertise, so that either people went out of their way (they called, they went to
the shop) to go and get the product or that when they chance encountered it (had to select one
soap in the supermarket, chose one soap over the other) they selected the product they felt better
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about. Yes, you could read magazines and reviews and try to form an opinion, but this was a
difficult and laborious process (Akyildiz, 2006). Today, people go and check things out online (I
admit, buying a burger, ie impulse purchases are somewhat different than considered purchases,
like buying a PC). This means that the connection between advertising and product purchase is
broken in many industries. This means that regardless of where you advertise, the next step for
the buyer is very likely to go online, become informed and THEN to go and purchase the
product.
P2. Primark ways to use internet marketing.
There are several benefits that Internet Marketing has on a business. Firstly it allows a
business to identify the needs and wants of customers which will then allow them to design their
products that will fulfil the customers needs. Therefore it will have an impact on the businesses
reputation and profitability. For example at ASOS they have a blog where customers are able to
add comments into an open conversation about the products and promotions that are being
provided at ASOS (Alicea, 2010). Through this ASOS will be able to take suggestions from
customers about the new products that they should invest into. They could also take feedback
from the customers about the service and product that they are providing and find ways of
improving and developing the business.
Internet marketing is cost effective as businesses will not have to worry about any travel,
postage, printing or any other costs and it is cheaper compared to traditional marketing. At
ASOS internet marketing is their main method of promotion this is because they are a click
business and they operate from online. As internet marketing is more cost effective it means that
the extra money the business has could be invested in ways of developing and expanding the
business which could help them to attract more customers. At ASOS they promote their business
through the website, blogs and emails which is easier and cheaper than other methods of
marketing. Internet marketing also provides the business with low entry costs this is because the
internet is used to communicate with customers and the business will have less expenditure than
other businesses like Brick. For example click businesses will not have to pay for an premises for
customers to visit, and other operating cost that brick businesses have like rent.
Internet Marketing can be easily measured. The business will be able to identify how
much demand there is for the product in the market. This can be done by the business monitoring
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how many people are visiting the website. At ASOS they can measure the businesses
performance by monitoring the number of visits and sales are made on the website.
Internet marketing is quick and easy, the advertisement can be set up quickly and can be
placed on the internet within hours, also if any changes need to be made it can be done
immediately (Andreatta, 2012). This can include more graphics and a wide range of multimedia
which would make the advertisements more appealing and attract more customers. At ASOS
they use many different multimedia resources to help achieve their objective of providing
uncompromising presentation and the use of the multimedia resources makes the website more
eye catching. On the ASOS website customers are able to view many images of the products that
they sell, however they are also able to rotate the image which means that the products can be
viewed in different angles. The products can also be viewed as videos on the website.
TASK 2
P3. Benefits to customer by internet marketing.
Internet marketing is important because it aligns with the way consumers make
purchasing decisions. Studies by analysts such as Gartner 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. Internet marketing enables you to build relations
with customers and prospects through regular, low-cost personalized communication, reflecting
the move away from mass marketing.
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 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.
Reach: By marketing on the Internet, you can overcome barriers of distance. You can
sell goods in any part of the country without setting up local outlets, widening your target
market. You can also build an export business without opening a network of distributors in
different countries. However, if you want to sell internationally, you should use localization
services to ensure that your products are suitable for local markets and comply with local
business regulations. Localization services include translation and product modification to reflect
local market differences.
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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.
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. Opportunities for Primark business using online marketing.
The internet has changed customer shopping habits and with rapid technological
developments accessing the internet has become easier than ever. People can access the internet
whenever and wherever they like (Castells, 2015). Why do people like using the internet? Listed
below are some of the benefits of the internet for the customer.
Customers Stay Updated: The internet has changed customer shopping habits and with rapid
technological developments accessing the internet has become easier than ever. People can
access the internet whenever and wherever they like. Why do people like using the internet?
Listed below are some of the benefits of the internet for the customer.
Instant Comparisons - Customers Can Compare Prices and Features: One of the greatest
advantages for the customer is that they can compare products or services they wish to purchase
from the comfort of their own homes. Instead of having to visit a number of different retail
outlets, the user simply has to open different internet window tabs to compare prices or features
of the product/service they wish to purchase. Many retailing websites offer the facility where
different products they sell can now be easily compared. There is also price comparison websites
that customers can use to get the best possible price for their products.
P5. Online marketing makes Primark more efficient and effective.
Clear Product Information For The Customer: Websites offer clear and consistent
product information to all internet users. There is little chance of misinterpretation or mishearing
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what the sales person said as in a retail store. The internet has comprehensive product
information whereas in a shop the customer is reliant in the knowledge of their sales advisor.
Transparent Pricing Available 24/7: The price of products can be easy for the consumer to
find out ; customers can access pricing information from a range of sellers with a few internet
clicks (Du and Wagner, 2006). Customers can take advantages of pricing that may change
regularly or take advantages of special offers that last for a limited period as they can access
pricing information 24 hours a day/7 days a week. Whereas prices for products offered for sale in
retail premises can only be accessed whilst the store (or when store telephone lines are) open.
Track Your Purchase and Choose Delivery Dates: Many websites allow consumers to track
their purchase from when it is ordered through to when they are dispatched and delivered to
them. This reassures the consumer and makes them feel that they are obtaining a good service
online. Some sellers also allow the consumer to choose the delivery address for each purchase
and select their own delivery date and time.
TASK 6
P6. Challenges of globalisation for Primark.
The days are gone when only top-rated corporate bodies embark on internet marketing.
Not just for the high cost involved but also, the technical aspect of going online was
sophisticated that only techie savvy could think of internet marketing. Much of the technical
work that, as at then required outsourcing, can easily be carried out by newbie on a click of
mouse. This gives rise to tremendous opportunity for both small-scale as well as large-scale
businesses to improve their sales through web marketing. Today, world attention is focused on
internet; people of all ages, background, ethnic and social status are well attached to internet in
one way or the other (Ebner and Featherstone, 2008).
CONCLUSION
This makes internet marketing an indispensable modern way for corporate companies and
individual business owners to improve their marketing reach, customer base, market share/sales
volume and ultimately increase their profits. With internet, online businesses, both medium and
large-scale, are accessible to millions of online users. Your advertisement reaches global
prospects through various online marketing strategies like email marketing, blog/content
marketing, social media marketing, pay-per-click (PPC) advertisement. Prospects translate to
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money and as such, the more reach your marketing claims, the more the prospects. When
numbers of prospects skyrocket, you have opportunity for more customers and sales and you
make more money which is the ultimate goal of every business.
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REFERENCES
Books and Journals
Agulnik, A. and Averbuch, R.N., Motorola Solutions, Inc., 2012. Method and devices for
enabling a multi-mode device to establish a session through multiple networks. U.S.
Patent 8,131,858.
Akyildiz, I.F., Lee, W.Y., Vuran, M.C. and Mohanty, S., 2006. Next generation/dynamic
spectrum access/cognitive radio wireless networks: A survey. Computer networks.
50(13). pp.2127-2159.
Alicea, J., Oreg, Y., Refael, G., Von Oppen, F. and Fisher, M., 2010. Non-Abelian statistics and
topological quantum information processing in 1D wire networks. arXiv preprint
arXiv:1006.4395.
Andreatta, M., Fendt, M., Mühlberger, A., Wieser, M.J., Imobersteg, S., Yarali, A., Gerber, B.
and Pauli, P., 2012. Onset and offset of aversive events establish distinct memories
requiring fear and reward networks. Learning & Memory. 19(11). pp.518-526.
Castells, M., 2015. Networks of outrage and hope: Social movements in the Internet age. John
Wiley & Sons.
Du, H.S. and Wagner, C., 2006. Weblog success: Exploring the role of technology. International
Journal of Human-Computer Studies. 64(9). pp.789-798.
Ebner, R. and Featherstone, W.E., 2008. How well can online GPS PPP post-processing services
be used to establish geodetic survey control networks? Journal of Applied Geodesy.
2(3). pp.149-157.
Ford Jr, L.R. and Fulkerson, D.R., 2015. Flows in networks. Princeton university press.
Han, D.M. and Lim, J.H., 2010. Design and implementation of smart home energy management
systems based on zigbee. IEEE Transactions on Consumer Electronics. 56(3).
Kang, K.T., Allen, P. and Bischoff, J., 2011. Bioengineered human vascular networks
transplanted into secondary mice reconnect with the host vasculature and re-establish
perfusion. Blood. 118(25). pp.6718-6721.
Online
Internet Marketing. 2017. [Online]. Available Through:
<http://www.businessballs.com/business-networking.htm>. [Accessed on 17th August
2017].
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