Case Study: Internet Marketing Plan for Smart Restoration Limited

This assignment presents a comprehensive case study on Smart Restoration Limited, focusing on its internet marketing strategies. The study examines the elements of internet marketing, including digital marketing, e-commerce, and e-business, and evaluates the company's marketing mix, encompassing product, place, price, and promotion. It compares various marketing tools and e-tools, such as website development, online advertising, and email marketing, to assess their effectiveness. Furthermore, the assignment explores the use of interactive order processing, online public relations, and the application of digital marketing within Smart Restoration. It also includes a customer research component, analyzing online shopping behavior and factors influencing customer purchasing decisions. Finally, it proposes an internet marketing plan for the company and discusses pay-per-click advertising strategies, concluding with a summary of key findings and recommendations for Smart Restoration Limited.

Internet Marketing- A case
study of Smart Restoration
Limited

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
1.1 Elements of Internet Marketing............................................................................................1
1.2 Evaluation of Marketing Mix................................................................................................2
1.3 Compare marketing tools and e- tools..................................................................................3
1.4 Working of interactive order processing ..............................................................................4
PART-2............................................................................................................................................4
2.1 Brief of different kind of mechanism of internet marketing.................................................4
2.2 About email marketing newsletter........................................................................................5
2.3 Meaning Online Public Relations and uses of digital marketing..........................................6
2.4 Use of Digital Marketing in Smart Restoration Ltd..............................................................7
PART 3............................................................................................................................................8
3.1 Create a Marketing Research of customers on their online shopping behaviour..................8
3.2 Survey on what encourages customers to buy online...........................................................9
3.3 Poster on 'Use of Electronic customer relationship marketing '..........................................14
4.1 Internet Marketing Plan for the Smart Restoration Ltd......................................................14
4.2 Presentation on Pay per click advertising...........................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Internet marketing refers to advertising and creating marketing by using various tools
like, email and web applications where direct sales occur and develop the market of every
business. In the present case study of Smart Restoration Ltd which is specialised in buying and
selling used & refurbished office furniture systems (Auger and et.al., 2015). The present
assignment shows the importance of internet marketing in business entity. It helps to developed
the industries and it help to grow the business. The project involves the graphical representation
of customer behaviour for online shopping. This assignment involves the importance, nature
elements of marking through internet. The present study shows the importance of pay per click
advertising.
PART 1
1.1 Elements of Internet Marketing
The internet marketing refers to that online powerful tools and technological
methodologies that provide services and goods through internet. Internet marketing is that online
strategy where large amount of marketing opportunities more than traditional marketing are
available on internet (Fjell, 2010). Digital marketing is concern with the online where the
internet is the basic element in the business. It is based on that social media strategy where large
no. of companies and brands are directly connected with their customers.
Digital marketing- IT refers to a marketing of goods and services by using the digital
technologies mainly internet and also mobile phones. It is helpful in doing the promotion of new
products or services with the help of electronic media. In electronic media includes emails,
websites etc.
E- commerce- It is transaction of purchasing and selling things online. E- commerce is regarded
as a purchasing ns also selling of services and goods over an interned it is divided among the
three various categories such as Business to consumers (B2C), Business to Business (B2B) and
Consumer to Consumer (C2C).
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E- business- It is a business of process on Internet. In the electronic process of business involves
of selling and buying, serving of consumers, managing and control productions, sharing
information etc. IT can be used in nay kind of business.
There are some advantages of digital marketing which are given below as above:
 It is helpful in rising an effectiveness and efficient of marketing related activities.
 It helps in making the business more flexible.
 Firm can connect with its dealers and also some other firms.
 It is helpful in minimizing the cost as well as some other problems.
 From this, from can capture or target more market.
Smart Restoration Ltd used the digital marketing by social networks,websites, emails and
many other different application. E- business is an effective application of communication as
well as internet technology under an area of business (Kwon, 2011). In order to attract large
number of people, this cited firm do the digital technology. The micro environmental
components impacts on marketing plan of Smart Restoration Ltd. which require to use an
advanced or new technology.
1.2 Evaluation of Marketing Mix
The digital marketing is basically same as strategy of marketing mix. Where it simply
involves price, place, product and promotion through internet (Lloyd, 2013). It also involves
people, physical evidence as a marketing plan with online services. The online marketing mix
will help the Smart Restoration Ltd to build their online customers.
Digital Market Product: It is considered as a part where tools of product making
decision involves the product life cycle, essential three levels of product. In this proper
description of product were arise. Under this, it is necessary to the Smart Restoration Ltd. to
adopt and using the latest technology in order to increasing productivity and profit level of cited
business firm.
Digital marketing Place: It describes the location where the Smart Restoration Ltd.
manufactures and provide the goods or products in a tangible form or even intangible service by
using of internet (Rodriguez, Dixon and Peltier, 2014). The quality and quantity is demand basis.
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Smart Restoration Ltd opens it stores every where so that people can easy buy its services in an
effective way. With the help of digital technology, it provided its services through E- commerce
or online website. It helps in consuming time and cost of consumers.
Digital Marketing Price: The price is referring to that amount of money which is given
by the customer through internet. The company sets low price of products in the earlier days As
the market share increase the Smart Restoration Ltd. require to ask for the extraordinary prices to
of their new or innovative products through internet. The Smart Restoration Ltd makes an
effective pricing strategy plan so that it can provide its services to people at reasonable cost. This
cited business firm makes its better pricing policies.
Digital Marketing Promotion: It involves the system where popularity of Smart
Restoration Ltd products are providing through internet.(Sharma, 2015). It considers many other
ways like search engine optimization approach etc. It involves a way where communication with
customers through internet. Smart Restoration Ltd gives its promotion with the help of social
networking sites, televisions, newspapers etc.
People- The main focus of consumers on brand. In the marketing mix, it is a new
element. Under this, the staff members of Smart Restoration Ltd communicate with consumers
and its other stakeholders at the time of selling, post- sales interaction with them.
Process- Under this, methods and process which are used by the Smart Restoration Ltd
uses to order to accomplish its all marketing functions. It is necessary that in process of Smart
Restoration Ltd, there should be be arise any issue.
Physical evidence- In addition to online, this element of marketing mix defines an
consumer experience with online website. So, from this consumers can easily buy the products
and use services of Smart Restoration Ltd organisation.
Market segmentation Benefits: The division of small general markets in homogeneous
groups. It is also known as micro-marketing, the segmentation provide group in several bases
like, preferences, demographics, age, gender, occupation, lifestyle etc. It is more efficient and
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effective as a business nature. it helps to assess repose and which are more profitable in
advertising and programming.
1.3 Compare marketing tools and e- tools
The preparation of e- marketing companions that electronic tool which is provide to
achieve the online marketing objectives of company. The marketing plan is part of traditional
marketing that is use to access the market through internet (Simmons, 2016). It helps the
organisation to boost the marketing through online tools and electrical techniques. It works on
the basis of ease-of-use, it is a relation-shipbuilder, it analyses tracking capabilities of company.
The Smart Restoration Ltd required to use the online marketing by using these initial steps:
Company Website: Maintaining of company profile or website in internet has a vital
role in organisation. The site is use to build brand, and helps to launching new products and
utilize the other marketing tools. The website is a way which give opportunity to connect with
customers, and allow to build market online.
Online Distribution and payment processing: The distribution of products, goods and
services by online way and directly connect with customers (Tiago and Veríssimo, 2014). The
organisation chooses the online channels of distribution and accept payment processor. The
company need to accept the online way to sell the products and ask for them online payments.
Lead generation and response collection: It is kind of forms that increase the marketing
area of list of marketing. Tools are usually implemented on website where the choices of
products are available.
Online Advertising: It refers to the method like Google AdWords and Facebook Ads it
helps to give the opportunity the target the entire specific demographics. Online advertising used
to search and placed the specific targets through internet (Wagner, J. 2014). Online advertising is
that base of the online marketing where the seller introduces their product by their own created
website.
The main target customers of Smart Restoration Ltd are offices because this firm deals in
selling of furniture. So, in offices there are more need of furnitures. In context to this, it gives
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promotion through its online websites by providing attractive designs of furnitures. It is an
effective way to communicate with office people. Online consumers are those people which buy
products through E- commerce.
Tools of e-marketing
 Email marketing: In this type of marketing, firm utilise email for the purpose of its
marketing. In this company interact or communicate with customers with help of email,
develop messages to communicate and encourage them to purchase goods offer by firm.
 Content marketing: This is one of the most significant factor of e- marketing. It is very
difficult for firms to effectively positioning without valuable data. Today large number of
firms use these tools and invest more in valuable content.
 Viral marketing: This is another factor of e-marketing, in this internet users distribute
data about themselves and their business. This provide an opportunity to them to reach to
large number of customers.
 Facebook ads: Today Facebook is one of the most popular social networking site. It is
used by business owners to target specific audiences and encourage them to buy
company's products.
 Banner advertising: This is another type of internet marketing. This is used to attract
large number of individuals. Mainly banners are delivered by a central as server.
All these are the major tools of e-marketing. Use of internet and technology in all of it is
the common feature of all. Further, all are used by business owners to grasp attention of large
number of individuals and encourage them to purchase goods offered by firm. Content marketing
is an effective from all and all these are easy to use.
1.4 Working of interactive order processing
Interactive order processing id basically a e commerce way which represent the aspects
where business to authentic brands, easy services. In this link of personal profile is basically
understand the initial part where the sense of buying and selling of products with estimated
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demands and standards of brand. It is very important to create awareness among customers
about goods and high range of products through internet (Ukaj, 2015). The categorisation of a
product is based on the niche sand generation marketing. It involves the various prospects like;
promotions, creating customers. It provides the trust and loyalty by the uses of internet, making
of the products are findable or in an easy way. for registration, to order to this the customers will
trust only official and create online shopping as build interest. The interactive order processing is
useful to expand the marketing of Smart Restoration Ltd. It provides the site as the order process
involve with the internet merchant account that is specifically combined with Payment
processing companies. It is very much easy to set up. but the customers various variates to
purchase various range of products through internet, in this PPC the customer submit the credit
as a merchant as issuing bank that passes the information.
There are some steps are involved in the internet marketing:
Selecting supplier- It is necessary for the Smart Restoration Ltd to choose a right
supplier which can provide the better quality of products to people with the help of online
websites.
Search\ check stock available- It is a main step under which consumer search about the
products and services on the basis of their needs. Generally, people purchase products through
online services and they they search identified suitable website on which the discounts and also
attractive offers are availed. Consumers check that on which site the availability of stock is more.
Under this, customers keep search towards best products on the basis of their needs.
Place order- On this step, people decide that they want to buy selected items or not. If
they want to place an order than in this case they analyse some factors such as warranty, cost etc.
These all are the necessary factors which consumers take at the time of buying products.
Authorisation of payment- Under this stage, money is exchanged for products. In
context to purchase new goods, buyer pays money with the helps of selecting various modes of
payment such as cash on delivery, through debit card, credit card etc.
Online confirmation- In this, firm send a message to the buyer regrading confirm order.
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Delivery information- It is performed through preparing agreements with an logistic
companies and they assure to deliver correct goods to owners in a set period of time.
Data integrity and security systems- It is a necessary feature for all companies as they
focus ion adopting and using those effective systems which are important for security of data. In
context to this, it is a responsibility of Smart Restoration Ltd to keep secure the data and
information of consumers. On the other hand, process of an organisation should also be secure.
The processing services of IMA/PSP in a more convenient way, the bank approves and
decline the command. The services which is available for the few times it is not available in all
the times (Sin Tan, Chong and Lin, 2013). It is that secured website which reduce the
unnecessary amount of cost of a product. Google checkout is usually transfer the payment within
60 days. This kind Google out will helpful to expand the business.
Interactive order processing
It is effective e-tool which helps to build effective marketing strategies which provides
the opportunity regarding development of their supplies and processes. Though this the products
which are provided by organisation is present upon online websites from where customers can
purchase different products. This will makes the process of marketing and selection of product
more effective and efficient which helps to improve their sales and profitability.
It helps in keeping proper track over their inventories and timely delivering of products to
their end customers.
PART-2
2.1 Brief of different kind of mechanism of internet marketing
Search Engine Marketing: It refers to the form of online marketing that involves the
promotions of goods, products services through internet. The visibility of these pages is involved
in the pages called search engine pages. SEM incorporate as optimization of search engine which
includes websites content, site architecture is based on the achievement of high amount of ranks
that enhance the listings of pay per link (Shih, Chen and Chen, 2013). The Smart Restoration Ltd
required to involve the way to marketing through search engine by internet will helpful for
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interaction with online customers. The engine of search used as online marketing on the other
part it has its own demerits on the basis of the optimisation of search engine like, takes time
work every time, competitive keywords will affect, adjustment changes will require a large
amount of confusion.
Search Engine Optimization: It refers to the process of improvement of visible websites
on the basis of natural and unpaid by engine friendly system into a website. The successful
search is based on the improvement on careful selection, relevant to the specific area of search,
keywords which consider on-page and off page optimization. On-page comprise as web page like
HTML code, textual based content and the off-page optimization is based on the website
elements and backlinks which is require for the search engine marketing context. Unfortunately,
the search engine optimization time consuming element, can use overnight. It is very much time
consuming to website as rank on terms like, slowly, ladder of results. some of the keywords are
very much competitive lot of companies that require to try rank on same keywords are taking
large amount of time and sometimes often to changes in the results as algorithms for more
accurate, someday rank on second and another day it will come on bottom of page.
Order processing: This refers to the process of serve a customer's order from receipt of the
product order to the goods delivered to the individuals in an adequate manner.
Stages of order processing
 Order preparation: In this stage buyer place an order for a product and this can be done in
various ways such as manually, with help of technology and many more.
 Order Transmittal: After finalise the order the consumers transform the data of order to
suppliers.
 Order entry: In this part, seller examine validity of order to serve the customer. Various
factors such as order date, item, quantity and many more are checked by seller.
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 Order filling: After preparation of all items a confirmation is developed related with
shipping. In this information is confirm on the basis of shipping documents and
information.
 Order delivery: In this final delivery take place. One of the main focus of firm remain to
meet with the set schedule.
 Status reporting: It is very important to make the customer inform about the status of
order that has been shipped out.
2.2 About email marketing newsletter
The email marketing newsletter concerns with the invention where the business send
emails to each other. ,It is the information provider less on the basis of promotion of sales which
directly help the organisation to become expert in their field of knowledge (Shaltoni and
Shaltoni, 2017). This newsletter is used to send out the subscribe on a regular intervals or basis.
Email newsletter will have sent daily, weekly, bi weekly, monthly or in annual year time. This
newsletter is popular to selling the advertise. Most of the non-profit organisation are using and
this can be more helpful to announce those events which are upcoming voluntaries.
The meaningful aspect which is used to provide advanced editing system that is
WYSIWYG editor are so many customs in the email newsletter templates that visually appeal at
high number of rates and open, click through rates are available. A group or the set of
individualities sent typical messages that helps the organisation to more easier way to coordinate
with each other and help to send the overall objective in mind (Moss, Wulf and Mullen, 2013).
The system which involves in this e- process is Newsletter Builder in short MNB that easy to
access and automated emails sent out on the basis of intervals that provide the tracking tools
which is open rates, (CTR) click-through rates that is use to track each other campaign's success.
This kind automatic online messages transfer system will help to make well organise in Smart
Restoration Ltd. Under this they can coordinate their designs of furniture, shape, sizes etc.
Further, an email for customers is prepared as below:
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To- Customers
Cc-
Subject- For taking opportunity of discount rate
Smart Restoration Ltd.
Dear Customers,
We are providing our products on the discount rate of 25%. This special discount
opportunity is for our new customers. To grasp this opportunity, sign up or register in our
website. This discount is for limited time period, so hurry up to enjoy this discount. Please visit
our website and take benefits of this special offer as soon as possible.
Thank you
Regards:
2.3 Meaning Online Public Relations and uses of digital marketing
The online public relation refer to that electronic incredible cost-effective path which is
objective to create public relation through internet. It is specifically achieved through blogs,
search engine optimization, social media and other websites. Under this, internet is the important
part of communication and build relationships with various public (Laudon and Traver, 2013).
The relationships of employees are mainly through internet and online technologies like group
chats and email messages, transfer of important files and documents. This online relationship
with public are involved- Regular basis and awareness, learning with cognitive prospects,
interaction with people through technology, provide impressive information.
There are some advantages and disadvantages of online public relations:
Advantages:
 It helps in enhancing visibility
 Increasing goodwill and productivity.
 The main advantage of this online public relation is that it has an ability to reach a large
number of people.
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