Enhancing Sales: An Internet Marketing Plan for Smart Restorations

This report examines Smart Restorations Limited's internet marketing strategies, focusing on elements like email marketing, social media, and pay-per-click advertising, and evaluates the internet marketing mix (product, price, place, promotion) for the furniture company. It compares various internet marketing tools, such as email, social media, and graphic design, highlighting their effectiveness and cost. The report details the interactive order processing, including searching, ordering, payment, and delivery, and presents findings from a secondary market research and an online survey to understand customer preferences and improve online services. Finally, it outlines an internet marketing plan, including pay-per-click advertising strategies, aimed at enhancing sales and customer engagement for Smart Restorations Limited. Desklib provides access to similar solved assignments and resources for students.

Internet Marketing

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Elements of internet marketing..............................................................................................4
1.2 Evaluation of internet marketing mix....................................................................................5
1.3 Comparison of internet marketing tools................................................................................5
1.4 Interactive order processing...................................................................................................6
TASK 2............................................................................................................................................7
Covered in PPT............................................................................................................................7
TASK 3 & 4.....................................................................................................................................7
3.1 Conducting a secondary market research to gain understanding...........................................7
3.2 Online Survey........................................................................................................................7
3.3 Use of electronic customer relationship marketing.............................................................10
4.1 Internet marketing plan........................................................................................................11
4.2 Pay per click advertisement.................................................................................................12
Covered in poster.......................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
In the present era, internet has a very significant place in human’s life whether it is in
context to their personal or professional life. Each and every business entity use internet in order
to run the company in effective manner as well as achieve its goals and objectives. In the present
research report there is a smart restorations limited company which is UK based and operating in
the furniture sector. It sells and buy used and second hand office furniture to the consumers of
London country. The company is comes under recession where its sales and revenue is affected
in negative manner, to overcome this it uses internet marketing. The report describes about the
internet or digital marketing as well as interactive order process for delivering goods and services
to consumers.
TASK 1
1.1 Elements of internet marketing
The smart restorations company uses internet marketing in order to advertising and
promoting its goods and services as well as enhances revenue. This type of marketing strategy
has various elements which are used by the furniture company. The elements of internet
marketing are described below:
 Email marketing: Very first element of internet marketing is email in which the
company directly sends email to the consumers on their personal mail id. In this it
collects data or mail id from various sources and then send convey message to the
customers regarding its goods and services. Social media: Another component of internet marketing is social media, in the present
scenario each and every person using various social media sites. It is widely used element
by enterprises for advertising their products and services (Strauss, 2016). As per this,
company make pages on sites, give advertisement, upload pictures of its products and
services offered etc. Various social media sites are such as Facebook, Twitter, Skype etc. Pay per click advertising: As per the element the consumers and company both are
benefited. When a consumers click on advertise given by the smart restoration company

then he will get some of money. The people will attract towards money and click on the
advertisement by which its goods and services are promoting in the market.
 Display advertising: In this component the company give advertisement in the market
with help of big screen and display as well (Siegel and et.al., 2015). It is widely used
method by which more number of consumers aware which leads to enhance sales of the
firm.
1.2 Evaluation of internet marketing mix
Marketing mix is a process by which the furniture enterprise is able to increase awareness
of people about products and services offered by it. It known as 4 P’s also which denotes
product, price, place and promotion. Evaluation on the basis of elements of internet marketing
mix is enumerated below:
 Product: Very first element of the internet marketing mix is product where company
decides about products and services. In this goods needs have better quality and able to
use easily by consumers. As per the element company is providing good products which
are in favor of customers (Leung, Xue and Bai, 2015). Price: In this element the company decides prices of its furniture and then sales to the
consumers. It is very important component in internet marketing mix where the business
is able to sell products. The smart company’s furniture is affordable by the customers. Place: As per the place the smart restorations limited is using internet or social media
sites and online stores. Apart from this it can use offline stores where consumers can visit
the store and check about products.
 Promotion: Another element is promotion where the smart company promotes its new
products and services. For promoting products it using email, pay per click, social media
sites etc. in order to enhance sales and revenue as well as profitability.
1.3 Comparison of internet marketing tools
Nowadays, most of the firms are using internet or online marketing in order to advertise
and promote its products and services. In the present case the smart restorations company is also
using various marketing tools to increase the sales after recession. Comparison between various
internet marketing tools is as follows:

Various marketing tools are such as email, social media sites, graphic design and visual
content, display etc. which have one similarity that is all are aware people about goods and
services offered by an organisation (What is Internet Marketing?, 2012). In terms of cost of
advertising, different tools charges different amount for make advertisement. From email
message is directly pass on mail id, in social media there when customer open the site then able
to aware about advertisement and graphic design is very effective tool. As per the graphic design
and visual content consumer is easily know that what it want to convey. It is very effective and
widely used internet marketing tool.
1.4 Interactive order processing
It is a process of serving products and services to the consumers by an enterprise. As per
the process the firm is able to increase sales, it has four steps such as searching, ordering,
payment and delivery. Working of the process is given as below:
 Searching: First step of the interactive order processing is searching where the customer
search on internet about products he wants. When the smart restoration company gives
advertisement on internet then it will be display to the consumers at the time of searching
by which sales will be increase as well (Bianchi and Mathews, 2016). Ordering: Second step is ordering in which after completion of searching process the
customers are order for the product which they wants. In the furniture business it works
while selecting product displayed by it on internet. After selecting order is given to the
firm for purchase the product. Payment: After ordering for the product consumer needs to make payment for that. Here
he will give amount of the goods with online payment system after making order of the
particular furniture of the company.
 Delivery: It is last step of interactive order processing, in which company deliver the
product or furniture which is order and made payment by customers. Here after
delivering goods or services to users the process is finish (Leung, Bai and Stahura, 2015).

TASK 2
Covered in PPT
TASK 3 & 4
3.1 Conducting a secondary market research to gain understanding
In order to get deeper insight about furniture sector researcher of Smart Restorations
Limited will gather secondary data. Hence, data which is already gathered and published by
other researcher is known as secondary information. There are several sources through which
secondary information can be gathered by scholar include books, journals and scholarly articles.
The aim of researcher behind the collection of secondary data is to assess the factors that are
considered by customers while making purchase of furniture. Thus, researcher has undertaken
books, journals and reports which are published by government to gather secondary data. Hence,
secondary data that has been gathered by researcher also helps Smart Restorations Limited in
analyzing the perception and buying behavior of customers to the great extent (Market Research
Techniques, 2017).
Along with this, from secondary data analysis it has assessed by firm effective customer
relationship program is highly required for attaining success in highly competitive business
environment. Hence, Smart Restorations Limited is required to make focus on search engine and
social media marketing for developing as well as maintaining better relationship with customers.
Thus, such secondary data has been gathered by company through the means of internet. Along
with this, comments which are made by the customer on social sites also help in assessing the
viewpoints of customers. In this way, online tools also have been used by scholar to collect
secondary data. Thus, by using such information Smart Restorations Limited can develop highly
competent strategic and policy framework.
In addition to which, the customers of Smart Restorations Ltd can get some vital set of
information about any newly proposed goods and services via another vital social media tool
called You Tube. Through which, they can hereby envision videos to make a clear interpretation
of the offered commodities of Smart Restorations Ltd with a prime contribution of their
marketeers in creating fascinating videos that attract a large number of viewers. By which, they

can hereby acquire an enhanced sale of their products by fetching a liable interest of more
number of customers.
3.2 Online Survey
This part of has referred to illustrate a conducted survey by Smart Restorations Limited
where it has hereby referred to analyze the interest level of their consumers in order to use their
provisioned online means of services. The research participants was hereby interrogated on the
basis of the below framed questionnaire to acknowledge the same from the respondents. Where,
this research has especially directed in order to recognize the prior inclinations of the clients
while purchasing the offered commodities from the certified website of Smart Restorations ltd.
The below form has thus filled by the potential purchasers of the designated enterprise and
comprises the stated questions to be answered by them-
Questionnaire
Name-
Gender-
Age-
1. How frequently the official website of Smart Restorations Ltd is visited by you for buying
their proposed products and services?
A) Once in a week
B) Twice a week
C) On monthly basis
D) On half yearly basis
E) More than six months
2. Are you satisfied by the espoused cost strategy of Smart Restorations Ltd and believe it to
give you a value for money product?
A) Highly satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
E) Highly dissatisfied
3. According to your experience, the employed staff of Smart Restorations Ltd is highly trained,
well-mannered and helpful in nature?

A) Yes, Always.
B) Not so often
C) Never
4. Are you agreed by the information exhibited on the sanctioned site of Smart Restorations Ltd
while referring to buy their commodities on that basis?
A) Strongly agreed
B) Agreed
C) Neutral
D) Disagreed
E) Highly disagreed
5. Can you easily use the configured shopping website of Smart Restorations Ltd to shop their
offered goods and services from it?
A) Yes
B) No
6. Kindly refer to rate your Smart Restorations Ltd on the basis of their espoused strategy of
pricing, quality of their commodities, design of their website and behavior of their staff
members.
A) 1-5 for excellent
B) 6-10 for very good
C) 11-15 for good
D) 16-20 for average
E) 21-25 for poor
6. Any recommendations you would like to give for improving the online amenities of Smart
Restorations Ltd to ease off their clients and users?
______________________________________________________________________________
______________________________________________________________________________
Outcome of the survey
Online survey Responses of customers
Prospective intent of the consumers to buy the
offered products and services of Smart
Restorations Ltd.
A majority of customers are more expected to
purchase the proposed commodities of Smart
Restorations Ltd on monthly basis with an equal

number of clients who use to buy the same twice
a week.
Costing schemes of Smart Restorations Ltd that
gives value for money to the customers.
Highly satisfied by 45% respondents.
The deputed staff of Smart Restorations Ltd is
highly trained, well-mannered and helpful in
nature.
Yes by 75% of respondents.
Fulfillment level of the customers from the
exhibited information about the offered
products and services of Smart Restorations
Ltd.
Strongly agreed (48%)
Agreed (38%)
Neutral (12%)
Disagreed (2%)
Any further suggestion by the respondents to
enhance the online services of Smart
Restorations Ltd.
Most of the responders have advised to use the
application of e-WOM to make an improved
interaction with their clients and users. This will
resultantly create a positive brand image of
Smart Restorations Ltd.
3.3 Use of electronic customer relationship marketing
There are plentiful uses of the E-CRM (electronic customer relationship marketing)
technique of marketing that is used to advertise the offered goods and services of Smart
Restorations Ltd that are as stated below-
Cost: It is referred to be a major usefulness of E-CRM through which Smart Restorations Ltd
Company can hereby refer to evolve a long term relationship with their concentrated set of
consumers. Wherein, it is also referred as an utmost functional tactic that requires less
expenditure of funds and in consequently generates a reliable and respectable affiliation with the
customers (Internet marketing, 2015). It is generally done by framing distinct sort of websites on
the social media network adopted by the venture that also tends to showcase a modernized

attitude of consumers towards such marketing procedurals of the establishment. It in turn also
tends to build their reputable position in the entire marketplace.
An efficient way of targeting the customers: It is with a prior assistance of E-CRM activity by
which Smart Restorations Ltd can obtain a significant opportunity of aiming potent set of
consumers. It is essentially on the basis of their identified purchased behavior that can together
be analyzed by adopting an active process of E- CRM (Ryan, 2014). It is principally in provision
of reviewing their implied behavior while referring to purchase their offered commodities via
their online mode of services. It together necessitates them to conduct an apparent research of
their market and clearly understand the recent preferences of their customers.
A loyal set of customers: It is yet another alternative assistance of E-CRM tactic that is apparent
to aid the Smart Restorations Ltd to achieve a loyal set of customers. It is principally due to its
innocuous and protected encryption procedural of ordering the products and services with some
secured measures (Parsons, 2016). With which, the online customers can safely refer to transact
their money at the time of making payments via online means and buy the offered commodities
of the designated enterprise from their projected website.
Personalization and expediency: It is by spending in an operative practice of E-CRM the Smart
Restorations Ltd can hereby refer to display likely information about their proposed goods and
services with their consumers. It is principally in accord to their aimed set of customers to inspire
them to repeatedly visit their site and shop further from it (Wolburg, 2013). It can however be
done by providing a relevant set of information about their allied goods and services with a
vigilant customer service assistant to solve any existing inquiries of the customers while
referring to purchase a commodity.
Other than this, there exists another major concern of Smart Restorations Ltd to make a
clear interpretation of their customer's factual needs and demands. It in turn requires them to
undertake such impelling measures through which they can analytically assess the prevalent
preferences of their users. In context to which, a prompt software called Sales Force software can
be used by them that largely alleviates the use of internet at the workplace where it comprises
with varied such tools and techniques by which they can hereby attain the targeted goals of the
organization.

4.1 Internet marketing plan
Such modern practice of internet marketing is apparent to aid the establishments in
promoting their proposed goods and services in an impelling manner. Though, it is together
important for them to carry a strategic approach to formulate an efficient internet marketing plan
that includes the below specified stages-
Directing market analysis: This postulates Smart Restorations Ltd to conduct both intrinsic and
extrinsic evaluation of their marketplace. It is basically to evaluate their existing position in their
present convergent set of market (Strauss, 2016). It will in turn make a huge contribution in
determining some vital factors that will directly affect the retail industry in either positive or
negative manner.
SWOT: It is referred to be a principle tool of analysis for carrying out a prime evaluation of their
internal factors where this particular model entitled as SWOT. It is based upon four prudent
constituents that will tend to discover the strengths, weaknesses, opportunities and threats of
Smart Restorations Ltd (Zhang and Guan, 2008). The identified factors of strengths can be
effortlessly adopted by them and can be adapted according to the accredited situations of their
market. Conversely, the weakened factors like an insufficient variety of commodities can be duly
rectified by making a prime use of opportunities. It context to which, they can herewith refer to
generate eco-friendly commodities to obtain long term profits in the market. A recognized threat
as high level of rivalry dominating in the retail sector is also required to be measured by Smart
Restorations Ltd.
The main objective behind it is to examine the interest level of the customers of Smart
Restorations Ltd in using their facilitated online services. Wherein, budgeting is referred to be a
prime concern of almost all sort of organization with a special consent of meeting the recent
trend of digital marketing. For which, Smart Restorations Ltd has hereby referred to a prompt
method of activity based costing to set an average budget which will be less than 15% of their
annual revenue that will be generated from their online transactions. In accordance to which, the
adopted tactic of the elected business to digitally commercialize their products and services with
their own designed website will approximately incur a cost of average $2250 on monthly basis.

4.2 Pay per click advertisement
Covered in poster

CONCLUSION
The above report has demonstrated certain potential procedures of marketing via the
contemporary method of internet. Into which, it has initially delineated certain fundamental
perceptions of marketing through today’s modern online medium. The subsequent unit of this
report has hereby implicated some vital measures of communication to interact with the clients
via some up-to-date methods of digital marketing. This is basically to refer it as a significant tool
of promotion which will hereby refer to instill varied online imprints in it as a mean of attracting
more number of customers towards them. Another segment of this report has together detailed a
carried market research to support the overall procedure of CRM with a consequent part which
has finally represented an internet marketing plan based upon the above acquired verdicts.

REFERENCES
Books and Journals
Bianchi, C. and Mathews, S., 2016. Internet marketing and export market growth in
Chile. Journal of Business Research. 69(2). pp. 426-434.
Leung, X. Y., Bai, B. and Stahura, K. A., 2015. The marketing effectiveness of social media in
the hotel industry a comparison of facebook and twitter. Journal of Hospitality & Tourism
Research. 39(2). pp. 147-169.
Leung, X. Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and tourism: a
review and journal preferences. International Journal of Contemporary Hospitality
Management. 27(7). pp. 1556-1572.
Parsons, P. J., 2016. Ethics in public relations: A guide to best practice. Kogan Page Publishers.
Ryan, D., 2014. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Siegel, M and et.al., 2015. Potential youth exposure to alcohol advertising on the internet: a
study of internet versions of popular television programs. Journal of substance use. pp. 1-7.
Strauss, J., 2016. E-marketing. Routledge.
Wolburg, J. M., 2013. Online Public Relations: a practical guide to developing an online strategy
in the world of social media. Journal of Consumer Marketing.
Zhang, L. and Guan, Y., 2008. Detecting click fraud in pay-per-click streams of online
advertising networks. In Distributed Computing Systems, 2008. ICDCS'08. The 28th
International Conference on. IEEE.
Online
Internet marketing. 2015. [Online]. Available through:
<http://www.marketingdonut.co.uk/marketing/online-marketing>. [Accessed on 18 January
2017].

Market Research Techniques. 2017. [Online]. Available Through: <
https://www.cleverism.com/market-research-techniques-primary-secondary/>. [Accessed on 18th
January, 2017].
What is Internet Marketing?, 2012. [Online]. Available through:
<https://www.searchenginejournal.com/what-is-internet-marketing/56213/> [Accessed on
18th January 2017].