Internet Marketing Report: Analysis of Tools for Smart Restoration

This report provides a detailed analysis of internet marketing principles and practices, focusing on their application to Smart Restoration Limited, a company specializing in buying and selling used office furniture. The report explores key elements of internet marketing, including content creation, optimization, promotion, and analysis. It evaluates the internet marketing mix, comparing various tools such as blogs, websites, social media, email marketing, and internet advertising. The report also delves into search engine marketing (SEM), email marketing, and online public relations, offering insights into best practices. Furthermore, it covers secondary market research, online surveys, and the development of an internet marketing plan, including pay-per-click advertising strategies for Smart Restoration. The conclusion emphasizes the importance of internet marketing for business growth and profitability in the modern digital landscape.

Internet Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Elements of Internet Marketing............................................................................................1
1.2 Evaluation of internet marketing mix...................................................................................3
1.3 Comparison of the various internet marketing tools.............................................................4
1.4 Interactive order processing..................................................................................................6
TASK 2............................................................................................................................................7
2.1 Mechanics of Search Engine Marketing...............................................................................7
2.2 Copy for the opt-in email marketing newsletter...................................................................9
2.3 Guidelines regarding best practice in online public relations.............................................10
2.4 Use of new digital media communities...............................................................................11
TASK 3..........................................................................................................................................12
3.1 Secondary market research to collect the data on online shopping behaviour....................12
3.2 Online Survey for the data collection..................................................................................14
3.3 Covered in Poster ...............................................................................................................18
TASK 4..........................................................................................................................................18
4.1 Internet marketing plan for Smart Restoration Plan...........................................................18
4.2 Pay Per Click Advertisement..............................................................................................19
Covered in ppt...........................................................................................................................19
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing is a discipline which allows organisation in penetrating market and enhancing
its own profitability. This is a process which is carried out by company for maximising its reach
in the marketplace. Marketing also allows organisations in preparing themselves to face any type
of urgency or uncertainty. There are various changes that have taken place in the environment
and these have revolutionised the working of people and firms. Introduction of new concept
which is internet has changed the way marketing was used to be done (Roberts and Zahay,
2012). It has completely revolutionised the way organisations reach customers and serve them as
per their needs. Today, it is very easy for firms to interact with users and gain a better market
positioning. Basically, internet has become a source which allows managers in reaching out to
target consumers and increase sales as well as profitability. There are various ways through
which online marketing is conducted. The tools which are used by managers are Google
advertisement, social media, blogging, etc. Basically, these organisations pay search engines as
well as the social sites for advertising and optimising their search results. This is a technique
which is different from the traditional method as it is highly cost efficient and effective (Fritz,
2013). For small companies, it works as a magic and allows them in reaching at consumers
effectively. This report will state about various aspects of internet marketing and its usefulness to
“Smart Restoration Limited”. It is a small company that is specialised in buying and selling used
or refurbished office furniture. It will be analysed as how organisation will use internet to market
its products.
TASK 1
1.1 Elements of Internet Marketing
Marketing is known as an action that is taken for promoting as well as selling products
and services while conducting marketing research. It is completely concerned with advertising
and promotional activities while developing an inter-relationship between individuals and
departments. This concept has evolved overtime and allowed organisations to enhance their
capabilities and reach in market. The term digital marketing states about ways in which company
uses internet and its tools to promote own services and products (Bailey, 2011). While
developing plans for achieving higher rate of productivity, company focuses on its marketing
mix which is a tool that allows them in attaining competitive edge in the market.
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Managers understand value of this marketing on internet and this is the reason why they
are trying to get the best out of all sources. Basically, there is a new area in which business can
grow and that is in the form of e-commerce. To describe the new term in a better way, a
definition is given as below:
“E-commerce is known to be a type of business model which has outgrown the traditional
ways in which organisations works in the environment. This concept enables individuals as well
as organisations which are based on electronic network in reaching out a larger consumer base”.
It is a term which has changed the way companies function and work. Today, there is a
free culture within organisation which allows people to interact as well as share ideas with each
other (Jobber and Ellis-Chadwick, 2012). There are certain benefits of internet marketing to
companies; no matter what their size and scope are:
 All the marketing activities have become more effective and inexpensive.
 Companies are able to access a large consumer base easily.
 It allows organisation in enhancing integrity of various functions to deliver better
services.
 There are more number of opportunities in front of companies which can be explored to
gain higher level of profitability.
 Internet marketing has allowed managers in reducing complexities.
There are different elements which allow internet marketing to become one of the most
effective tools. They are mentioned as below: Create: This is the very first step which has to be used by Smart Restoration Limited.
Basically, organisation needs to develop a content which is attractive and can be
displayed on various platforms of internet (Laudon and Traver, 2013). The best way for
company to gain more attention is to start its own blog or a portal that solves consumer
queries. If the content is informative and assist customers, then they will become loyal
towards organisation. Optimise: This is the second element that has to be managed in a proper manner. Once a
blog or site is developed, company needs to optimise all search engine’s findings. Every
article or advertisement that is developed needs to have key phrases that will allow it to
trend easily.
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 Promote: This is the third element where company needs to use social media as a tool to
promote its services and products (Zarrella, 2013). Basically, it is a platform which has
been integrated in the very structure of life.
 Analyse: This is an element that allows company in analysing the actual data to check
effectiveness of tools.
Basically, internet marketing is a tool which is used by the managers for making sure that
they are able to reach at maximum market share with optimum usage of resources.
1.2 Evaluation of internet marketing mix
Smart Restoration Limited is engaged in buying and selling used or refurbished office
furniture items. Basically, company has to develop a complete marketing mix which contains all
7 elements. It is a tool which is developed with an aim of controlling all variables of product
selling and delivery in a proper way. The digital marketing mix is same as the traditional one but
it is simply an adaptation and enhancement of it. 3 P's of service delivery are added to 4
traditional P's when company is planning for online services (Shaw and et. al., 2012). Marketing
mix can be divided into two different parts:
Buy and Sell Delivery/Service
 This is based on traditional 4P's
◦ Product
◦ Price
◦ Place
◦ Promotion
 This is made up of 3P's
◦ People
◦ Physical Evidence
◦ Process
Smart Restoration Limited is buying and selling products which include service delivery
so that a full-fledged mix will be prepared for company with relevancy of it with organisation: Product: Company buys and sells used office furniture systems. This is their core
offering which is made to customers (Hollensen, 2015). Basically, the firm is trying to re-
design the portfolio and make it look more attractive. The above stated product is a core
offering made by organisation. There is a extended product too, which is their after sales
services that covers repairs and customisation of furniture.
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 Price: Pricing is decided as per the cost that is incurred in acquiring products and
reselling it with a mark-up price. The margins are needed to be kept at minimum to fund
all functions and boost profitability. The concept of cost leadership is used for attracting
consumers and tripling revenues. Place: With internet, there is specified place which can be exclusive to company. It
allows them to sell their products globally as per orders and requirements. The company
is capable of delivering product to far more distance than. The concept followed by
organisation is home delivery system where they will be dispensing items from company
and assemble them at customers place. Promotion: Company can use various tools such as Google ads, social media interaction,
blogs, SEO and other platforms for making sure that its products and services are
properly managed. Process: This is concerned with the way consumer queries and grievances are tackled.
Basically, there is requirement of a process which will state about how things will be
done in an event. People: Customers are the people who need to be satisfied and for doing so, they need to
be provided with qualitative services (Chaston, 2015). Also, the delivery system has to be
improved so that goods will reach their destination on time. Company is trying to find
ways which can be used for replacing people element persisting in the company. They are
moving towards a system that will have minimum human involvement in manufacturing
of furniture. Or even buying and selling of items.
 Physical Evidence: Store houses as well as services provided to consumers are the proof
of organisation’s products and services.
Company needs to keep on reviewing the quality of services and products by taking
feedback from customers. This will allow them in improving their effectiveness in market.
Basically, it is essential to ensure that each element is managed in a proper manner so that goals
will be achieved on time. The 7 P's assist in in controlling various aspects of business which is
important for making sure that each task is completed in a set period of time. It allows managers
in ensuring that they are able to use each element in developing something which is needed in
the market.
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1.3 Comparison of the various internet marketing tools
There are various types of e-marketing tools and techniques which are used by managers
for enhancing their capabilities and productivity. Basically, e-marketing tools are those which
allows managers in accessing market place in a more effective manner. They aid organisations in
reaching out to a higher level of market share. The table below will allow company in
understanding the types as well as differences between each tool:
Basis Blog Site Social media Email
marketing
Internet
Aim These are the
articles written
by people in a
simple yet
attractive
manner for
expressing
their feelings
(Peter, and
Donnelly,
2011).
These are the
sites that have
a special
address known
as URL and
organisation in
being accessed
anytime.
It is a very
famous tool
which is a part
of everyone's
life. Promotion
on these
websites allows
company in
reaching
billions.
The marketing
companies are
employed and
they send
informative
emails to people
on their id's.
Internet advertising
is the best way to
gain more
customers attention
towards products of
company. Various
sites have ads
which are managed
by Google and
others.
Opera
tions
This is a
personal portal
which can be
handled by a
single person
in a very
effective
manner.
A person
needs to have
a good
knowledge of
technical field
to change any
system on
sites. They act
as a virtual
physical
evidence for
This is also
known as a tool
to connect with
people and
understand their
needs and wants
in more effective
manner.
This is a basic
method where
people ignore
them mostly,
requires a team
of people as to
target
thousands.
Google is the
biggest internet
marketing
organisation which
ensures that each
site is marketing
about some other
product or person.
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company.
Usage It is used for
sharing
personal
perception.
It represents
individual or
organisation
work. Mostly
used by
companies as
to show them
as a
representative.
This is a
platform which
can be used by
individual as
well as
organisation
(Strauss, 2016).
It is sent
randomly to
people who
qualifies the
criteria for
target
population.
The usage of the
tool is massive. It is
used by companies
as well as people
for enhancing their
market visibilities.
Acces
sibilit
y
There is no
restriction on
these sites as
they are free
and requires no
money.
These need an
investment
and support of
technical field.
People who have
an account on
social media can
easily access the
information and
contact
organisation.
Only people
who receive
email can see it.
There are certain
issues in
accessibility when
it comes to some
sites. As they wont
be open for kids or
certain type of
people.
Cost The cost is
minimum.
There is
significant
cost which is
involved.
It is free and
needs a sign in.
It needs
investment as
an agency needs
to be
contracted.
The cost is
minimum and
allows organisation
in ensuring that
maximum
effectiveness is
achieved at
minimum cost.
Conv
enien
ce
There is higher
level of
convenience
for people as
Customers
need to find
sites and then
they can look
Social media is
free and can be
accessed from
This sometimes
irritates
customers.
This is a very
convenient method
that is used by
companies. As this
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they can
directly read
blogs.
at its content . anywhere does not irritate
people and also
promote products
more effectively.
Basically all the tools need to be used in a proper manner so that maximum results can be
obtained.
1.4 Interactive order processing
Internet order processing is a full set of process which is associated with picking, packing
and delivery of all the packaged items. It is one of the most significant element of an order
fulfilment. With the addition of internet in the order processing the whole process has become
more effective. It assists organisation in enhancing their own operations as they are able to
indulged into buying and selling as well as delivery of services (Wong, 2010). It aids in boosting
quality of work that is being delivered to customer. Basically, order process is important as it can
be a factor that will boost organisational profitability with higher level of efficiency. The
organisation need to address various aspects which are involved in the product delivery.
Smart Restoration Limited is a company which is involved in the process of buying,
selling, service delivery, etc. They also have to keep on measuring satisfaction of consumers.
Basically, it is very vital for organisation to improve their working process as to ensure that each
task is completed in a set period of time. The whole order processing has to be maintained so that
consumers receives all the products and services. Also, to increase efficiency of task it is
important to conduct resource management. All this has to be done as per the while following a
process which will assist organisation in achieving all goals and objectives:
 Search/browse: This is the first step, where customer searches for the product of his
requirements. Basically, he will go online and find the best website which will be
offering a great discount on the goods which will act as a factor behind purchases. This is
a part where consumer will keep on finding the best item that will fulfil his needs and
wants.
 Shop/order: This is a stage where he has decided to buy product which will fulfil his
requirements completely. There are different factors which are involved in the process of
decision making that is done by consumer in initial stage (Mercer, 2011). Once he is
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convinced that a certain product will fulfil his needs, he buys it. But before purchasing
the product he checks that all the pricing and warranty is as per the stated tags.
 Payment/Buy: Payment will be made via different methods, such as credit card, e-wallets,
debit card, cash on delivery, etc. in internet order processing, an order can be given in any
manner which is offered by company. Basically the organisation has to ensure that they
are able to buy or sell good at a price which is good for them and in case there are higher
risk associated with it then advance is taken.
 Delivery: This is made by the logistics company which is contacted by seller as to assist
it in delivering products at home address of consumer.
 Feedback: This is a part where consumer gives his review regarding product and whole
buying process. He states about issues and good things. It is important for organisation to
ensure that there people are able to give reviews on their experience.
 Data Integrity and security system: There is requirement of a system which integrates all
the data and allows organisation in completing its task in effective manner (Shukla,
2010). The basic aim behind this is to secure organisation as well as customer from any
issues that might cause damages. Basically there is a three tier infrastructure which is
present in the system. It is stated below:
◦ Presentation Tier: This is a phase where people are able to use information in a well
put up manner.
◦ Application Tier: This is a phase which allows individual in ensuring that each
process is completed in a set period of time.
◦ Data Tier: This is where all the information is kept and preserved.
Basically, each and every task has to be completed in a set manner so that order
processing can be made interactive. Internet order processing is a very important process which
allows users in ensuring that quality of goods are maintained. There are various ways in which
the company can enhnace this, they can boost consumer participation and also aske for more
feedbacks for better development. IOP ensures that all the orders are fulfilled on time.
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TASK 2
2.1 Mechanics of Search Engine Marketing.
SEM means search engine marketing or also popularly known as digital marketing. So
there are many mechanisms by which SEM can be done:
Search Engine Optimisation: It means making a marketing in such a way that Smart
Restoration can crack the way to put its website on the first page during search. So Smart
Restoration should take or select only those keywords by which it can use limited keywords
Optimum level to maximise the visitors rate (Nezamabad, 2011). There are several uses of SEO
or search engine optimisation to the company:
◦ Smart restoration can achieve more visitors by putting its page on top
◦ SEO gives advantage to Smart restoration in analysing its websites rank.
Some of the examples of SEO are:
Paid Non paid
Paid keywords Popular keywords
Online advertisements Contents
 Paid Search Engine Marketing: In this type of marketing strategy Smart Restoration
pays money to google to put its page on the top. It is being used to get the success in
very short time, as it gets visitors very rapidly in short period. Some of the examples of
this type of marketing strategies are: Paid keywords, Advertisements on popular
websites, pay google to put it on top, etc.
 Landing Page: In this type of strategy, Smart restoration put its links to the popular
pages like in any controversial comments or on twitter. After clicking the link visitors
directly lands on the Smart Restoration’s web page (Sozinova and Fokina, 2015). It used
mainly to increase its visitors without investing much on advertisements. The best
example of this marketing strategy is writing a controversial comment on any popular
article and put the companies link them.
 Long Tail Concept: According to this concept, a company can make a long chain with
other company by putting its products on their webpage. Some of the uses of this
strategy is; company can increase or sales maximum products to their visitors without
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investing much money. Examples of this strategy are: tie ups with big brands in the form
of discount or coupons.
 Geo-Targeting: It means targeting a customer with particular content at his location.
Uses of this marketing are: Smart restoration can directly aim its customers through the
help of google location, it can also analyse his behaviour through this tool. The best
example could be SERPs.
 Opt-In Email: These are the options available to the visitors to avail particular service
only after registering his mail (Armesh and et. el., 2010). Major use of this is Smart
restoration can easily avail the mail id of the visitors.
 Social Media: This is a most attractive methods that can be used by company for
engaging with consumers directly. Basically, there are various sites which offers
promotional tools that ensures that targeted population is informed in a proper manner.
So, it can be concluded that there are two ways of SEM: genuine or paid, as genuine
marketing strategies has a long lasting effect on the other hand, paid strategies is for short term.
2.2 Copy for the opt-in email marketing newsletter
Opt-in email marketing is a form that provides an offer to a person as to choose an option
to get notified by email. This is basically a sort of mailing process but users get an option if they
want to subscribe to notification of new products and services. If there is no permission taken
from customer and mails are sent, then it will be considered as bulk mails or spam messages. The
example of opt-in mail is stated below:
SIGN UP FOR EMAILS
Smart Restoration Limited
SIGN UP AND GET 30% OFF
Be the first one to get informed about new discounts and offers.
Sign Up Now and GET: A minimum of 30% off New offers for subscribers Customisation
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