Internet Marketing Report - Smart Restorations Limited Analysis

This report examines internet marketing strategies for Smart Restorations Limited, a small firm specializing in refurbished office furniture. The report covers various aspects of internet marketing, including social media marketing, e-commerce, and online marketing tools. It analyzes the elements of the internet marketing mix (product, price, place, promotion, people, process, and physical evidence) and compares different internet marketing tools such as SEO, e-mail marketing, and interactive order processing. The report also explores how interactive order processing works and includes findings from secondary market research and an online survey to understand customer behavior and preferences. Additionally, the report outlines an internet marketing plan and discusses pay-per-click advertising. The study aims to help Smart Restorations Limited expand its customer reach and adapt to the changing marketing environment by leveraging the power of the internet.

INTERNET MARKETING
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TABLE OF CONTENTS
Introduction......................................................................................................................................4
Task 1...............................................................................................................................................4
1.1 Explain the elements of internet marketing mix....................................................................4
1.2 Compare the internet marketing mix.....................................................................................5
1.3 Compare internet marketing tools that will be used by Smart Restorations Limited............6
1.4 Examine how the interactive order processing will work in Smart Restorations Limited....7
Task 2...............................................................................................................................................8
Covered in PPT............................................................................................................................8
Task 3 and 4.....................................................................................................................................8
3.1 Conduct a secondary market research to gain an understanding of the industry or the
market..........................................................................................................................................8
3.2 Online survey to understanding what stops buyers to buy online.........................................9
3.3 How electronic customer relationship marketing can be used to manage customer
interaction..................................................................................................................................11
4.1 Outline internet marketing plan...........................................................................................12
4.2 Poster presentation on pay per click advertisement.............................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
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INTRODUCTION
Internet marketing refers to marketing of products and services through the means of
internet sources which allows the business organization to grab the attention of numerous
customer segments. The present research study has been made on Smart Restorations Limited
which is a small firm that specializes in buying and selling refurbished office furniture systems.
Smart Restorations Limited has been using the sources of internet for the purpose of expanding
the level of customer reach.
However, due to changing environment, the marketing team of the company recognized
that print brochures are not that much effective; hence the business needs to shift towards the
sources of internet marketing. Thus, in this context researcher has discussed the elements of
internet marketing and along with that discussion has also been included regarding practices for
online public relations. Furthermore, in the research work, researcher has also acquired
understanding about the industry and the market place. Lastly, information has been included
regarding internet marketing plan and pay per click advertisement.
TASK 1
1.1 Explain the elements of internet marketing mix Social media marketing: In contemporary scenario, the use of social media marketing
has been increasing to larger extent (Hanson and Kalyanam, 2007). This allows Smart
Restorations Limited to ascertain the needs and demands of customers and according to
that, new furniture products can be brought at market place. At the same time, through
social media marketing, Smart Restorations Limited can aware people about the
availability of different furniture products and services. E-commerce: Using new tools and techniques of E-commerce, Smart Restorations
Limited can distribute its furniture products and services to different customers according
to their preferences and areas of convenience (David and Susan, 2002). The tools seems
to be highly useful for Smart Restorations Limited since the techniques allows customers
to get furniture products on time with different processes. Hence, this not only enhances
sales; but also generates awareness among the end users about online services.
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 Online marketing: In modern world, the trend of marketing has been changing and all
the business entities have switched themselves towards the same source. The source is
imperative to acquire attention of wide range of customers. Apart from the beneficial
aspects, online marketing helps Smart Restorations Limited to influence the purchase
decisions of customers and as a result, the ratio of sales can be amended respectively.
1.2 Compare the internet marketing mix
The elements of marketing are also essential to apply in the case of internet marketing as
that aids the business entity to manage all the business practices in effective manner. For Smart
Restorations Limited, it is crucial to apply all the elements for proper management of all
services.
 Product: Smart Restorations Limited needs to emphasize on quality products and
services so that requirements of customers can be met. Furniture goods are the chief
products which Smart Restorations Limited is selling to its customers; hence, proper
attention is required to give to the quality dimensions (Lin and Huang, 2006).
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 Price: Pricing strategies of furniture products should be appropriate so that accordingly
customer’s attention can be acquired. In order to promote furniture products among the
market place, Smart Restorations Limited could opt for Price Penetration strategy in
which at the initial stage, prices of the products can be set lower. After acquiring limited
market share, price level can be increased (Kiang, Raghu and Shang, 2000).
 Place: Online source is the most appropriate mode through which Smart Restorations
Limited can distribute its products and services to the customers. However, on the other
hand, several trade channels can also be used for the same purpose. Through this,
consideration can be given to customer convenience.
 Promotion: Promotional sources like social media and digital marketing could be
acquired for the purpose of promoting furniture products of Smart Restorations Limited
among customers. This is also useful for developing suitable interaction with the end
users.
 People: Smart Restorations Limited needs to give adequate attention towards people
management so that services could be suitably delivered to the clients (Baloglu and
Pekcan, 2006).
 Process: Employees of Smart Restorations Limited are required to focus upon suitable
processes which is essential from service delivery point of view.
 Physical evidence: It is crucial for Smart Restorations Limited to provide several
tangible and several intangible services to the end users in the process of internet
marketing. This will not only maximize the interest of clients; but also it will encourage
them to promote the services to other customer segments.
1.3 Compare internet marketing tools that will be used by Smart Restorations Limited
All the tools of internet marketing will be used in Smart Restorations Limited for diverse
purposes. The sources are useful for Smart Restorations Limited so as to generate awareness
among the customers regarding the availability of diverse furniture products.
 Search engine optimizer: Smart Restorations Limited can use SEO so as to inform the
customers regarding the variety of products and services. Appropriate and reliable
information is required to be communicated to the customers so that they can take
decision to get the products and services (Charlesworth, 2009).
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 E- Mail marketing: The source is typically utilized for generating awareness among end
users regarding different furniture products. Through, E-Mail marketing, Smart
Restorations Limited can send mails to the end users in the form of promoting the
services. Along with this, company can also keep track records about the orders that are
being placed by the end users.
 Interactive order processing: With the help of interactive order processing, customers of
Smart Restorations Limited can purchase suitable products and services as per their
requirements (Fillis, 2010). Among the variety of products, customers can select the
suitable one and as per the convenience customers can place order for the same. The
mode also aids the end users to select suitable payment method.
1.4 Examine how the interactive order processing will work in Smart Restorations Limited
Interactive order processing is an essential mode through which customers can review
company’s profile and at the same time, they can place order as per the requirements. The
process has been discussed in the below section:
 At the initial stage, it is crucial for Smart Restorations Limited to choose a supplier
through which business entity can sell its products and services.
 Afterwards, products needs to be selected which will be delivered through approaching
the suppliers (Radhamani and Rao, 2012).
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Internet marketing tools
E-mail marketing Interactive order
processing Search engine Optimizer

 Smart Restorations Limited is required to analyse the availability of stock so that on
such basis, products can be sold among the market place.
 Order can be placed once customers decide what needs to be purchased. Suitable mode
of payment can be selected by the customers.
 Afterwards, checking all the requirements, Smart Restorations Limited needs to give
conformation mail to the end users. That needs to include details of the order, tracking
number and other necessary information (Baloglu and Pekcan, 2006).
 Data integrity and security systems are must because that could assist Smart
Restorations Limited to maintain customer satisfaction aspects. Along with this, specific
attention should be given to security systems so that information about the customers
can be protected in specific database.
 Smart Restorations Limited is also required to develop client- server – database so that
clear and transparent communication can be made. This is essential in terms of
delivering prominent services to the clients.
TASK 2
Transcript:
E-Marketing Manager: Hey Hii sir!!
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Leslie Mann (MD): Hi
e-Marketing Manager: Do you think different searching tools should be used ?
Leslie Mann (MD): Yeah, if possible.
e-Marketing Manager: However, while using the mechanism, we need to focus on diverse web
browsers.
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Transcript:
e-Marketing Manager: Do you think this letter will be useful!!
Leslie Mann (MD): Yes
e-Marketing Manager: How you very sure?
Leslie Mann (MD): Because I know people will access it as it is a promotional letter?
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Transcript:
e-Marketing Manager: Which practices you think are important for managing relationships with
customers?
Leslie Mann (MD): I think better online services.
e-Marketing Manager: We will definitely be able to acquire the attention of customers through
focusing on online marketing and services.
Leslie Mann: Alright.
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