Case Study: Internet Marketing Strategies for Smart Restorations Ltd

This case study examines the application of internet marketing principles to Smart Restorations Limited, a company specializing in refurbished office furniture. It provides an overview of internet marketing, including its elements such as digital marketing, e-commerce, and the internet marketing mix. The study delves into the 4Ps of the marketing mix (Product, Price, Place, and Promotion), offering specific strategies for Smart Restorations Limited, such as high-quality product images, detailed product information, video ads, psychological and prestige pricing, and targeted placement and promotion strategies. The analysis also highlights the importance of e-commerce and various marketing tools in driving online sales and building customer relationships. The case study illustrates how Smart Restorations Limited can leverage internet marketing to gain a competitive advantage in the online marketplace, emphasizing the significance of a well-defined marketing mix and effective marketing tools.

Running head: INTERNET MARKETING CASE STUDY 1
Internet Marketing: A Case Study of Smart Restorations Limited
Student Name
Institution
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Working of Internet Marketing: A Case Study of Smart Restorations Limited
Introduction
The advancement in technology and the internet has completely changed the way the
social, economic, and political process are conducted. The computational era is changing after
every second, with new methods of performing various activities being invented. The sector of
information and communication has shifted towards the technological inclination. This shift has
in turn resulted to the shifting of the audience towards the technological side. As a result, most of
the business operations have also changed in accordance to the technological changes.
The growth of the internet has resulted to the invention of new methods of conducting the
business operations over the web. Emergence of the e-commerce sites became the onset of the
shifting of the business operations to the web, it was then followed by the internet banking, or
simply online banking, and recently, internet marketing. In the, contemporary business
environment, internet marketing has been the key factor towards gaining competitive advantage
by businesses since most of the audience is found on the social media sites, political forums, and
recently on e-commerce sites. The products are usually promoted well where the audience is
huge, therefore, the internet has become a lucrative platform for promotion and creating good
customer relations through internet marketing.
TASK 1
An Overview of Internet Marketing
Internet marketing, also known as online marketing or e-marketing, refers to the process
that involves the promotion of a brand, product or service via the internet. According to

Becherer&Halstead (2004), internet marketing entails all the techniques and strategies involved
in promoting a particular product or brand by utilizing the millions of internet users. Online
marketing is one of the fields that have been growing continuously with more companies shifting
from the traditional offline methods of promotion and venturing into it (Schwarzl&Grabowska,
2015).
The growth of the internet marketing has been accelerated by the daily growth of the
internet users throughout the world. The explosion of the interactive and commercial features
enhanced by the introduction of web 2.0 in the year 2002 creates the first step in the growth of
the internet usage and hence the idea of internet marketing (Jones. Malczyk&Beneke, 2011).
Today, the method of advertising over the web remains to the widely used means of product
promotion and marketing hunting. This method combines the creativity and the technicality of
the World Wide Web in the process of designing, developing, advertising and maximizing the
sales of a particular product or a service.
The decision made by the Smart Restorations Limited venture into internet marketing is
one of the brilliant decision. By using this platform, the company will be assured of utilizing the
different elements of the internet marketing, the internet marketing mix, the effective internet
marketing tools, and also, to utilize the interactive order processing technique with an assurance
of reaching more customers hence an increase in sales.
1.1 Elements of Internet Marketing
At Medium Blue Search Engine Marketing Company, we have been utilizing various
elements of the internet marketing for ensuring positive results for our clients and ensuring that
their products gain a wider market share and therefor make greater sales. The same elements will
be combine when conducting the promotion of the products from Smart Restorations Limited.

For internet marketing to be successful in providing positive results, it must have key
crucial elements that work in a combined form to ensure an effective product promotion that
produces the positive results to the organization. Among the essential elements that must be
present includes, digital marketing, e-commerce, e-business, and the internet marketing micro-
environment and macro-environment. These elements functions as the basis of not only
understanding, but also the working and the functioning of internet marketing.
Digital Marketing
Sometimes, digital marketing may be used interchangeably with internet marketing,
however, this is a different idea. Digital marketing is the canopy term used to refer to the
promotion of a brand, products, and services by the use of available and working digital
technologies. Digital marketing brings in the aspect of internet usage, however, it is not only
limited to the internet but includes the usage of digital devices such as mobile dives like phones
and tablets and also display advertising. Digital marketing is a broad area, extending beyond the
idea of the usage of only the internet. Digital marketing has been used extensively is support of
internet marketing.
Digital marketing comprises of different internet marketing techniques like search engine
optimization (SEO), Search engine marketing, and Relationship Building. The process of entails
those techniques that are not bound to the idea of internet marketing. These are techniques that
uses the digital media such as the utilization of Short Messages Services (SMS) and the use of
the Multimedia Messaging Services (MMS). The usage of mobile devices can also help to
facilitate the digital marketing environment through the employment of call-back services and
the on-hold mobile ringtones. These techniques employed in digital marketing together
formulates the elements that aid internet marketing.

1.2 Internet Marketing Mix
In marketing, combining the various factors which can be controlled by the business
organization greatly helps to impact the consumer buying behavior (Chai, 2009). In strategy
formulation, the factors that are combined are collectively termed as the 4Ps: Product, Price,
Place and Promotion (Kotler, 2003). The act of combining this factors is referred to as marketing
mix.
The internet marketing strategy, just like any other type of marketing strategy, utilizes the
idea of marketing mix. E-commerce sites for example, employ the 4Ps product mix strategy to
market the products and increase the market share, hence increasing the sales of the products and
services at hand. The same mix will be used by our organization to promote the products of
Smart Restorations Limited. The promotion is centered and around the products, the pricing, the
place and the promotion.
Smart Restorations Limited Internet Marketing Mix
As mentioned above, the internet marketing mix takes the usual 4Ps marketing strategy to
formulate the marketing strategy. Smart Restorations Limited deals with buying and selling of
the refurbished office furniture in London. Implementation of the marketing mix will help our
company come up with the best marketing strategy to be used to promote the sales of the
company over the internet. Our mix will be the normal, 4P-based promotion strategy.
Product Policy.
In marketing, the product is the main center of interest on the side of the customers. The
product must therefore be in a position to meet the customers’ requirements and satisfy their

wants. The product features, which include the tangible ones like the size, color, quality,
quantity, easy of usage, durability, appearance, and the intangible ones like availability of
warrant, availability of support, aftersales services and transportation services must be kept into
consideration before deciding on how the product will be presented on the internet (Tălpău,
2014).
Since we are focusing on promoting our products on the internet, the virtual nature of the
product must be maintained, while at the same time portraying the product to the potential
customer as though it is physically present. The features that we will use to promote the furniture
of the company include, use of high quality images that shows more details. The images will be
in grids showing pictures of the products captured at different angles. The images will also have
a ‘room in’ functionality which will enable the customer to zoom in and see fine details.
Also, we will focus on providing detailed information about the product. The marketing
ad will provide a link where the customers can click and be directed to the page that has more
details about the same furniture. The idea behind this is to help the customer find the answers
which would have been otherwise addressed by a responded were it for personal sale promotion.
According to Gay et al. (2009), video usage in online product promotion plays a major role in
creating a vivid imagery in the mind of a customer. We will also create some video ads that will
run on channels like YouTube. The videos will be detailed in explaining the different variety of
office furniture that Smart Restorations Limited has in the stores. Proper branding of the product
in terms of visual, textual and audio presentation techniques helps the customer to build
confidence in the product (Tălpău, 2014).
Pricing Policy

This is our second part of the internet marketing mix for the furniture products. In the
online environment, price policy is one of the key success factors in the internet marketing
platforms. The pricing strategy determines how the customer will react to the presented item.
The customer might be satisfied by the product features but at the end, fails to purchase the item
due to poor pricing policies applied. As a result, extra care must be kept into consideration when
determining the pricing mechanisms to be used in the promotion of the item on the internet
(Tălpău, 2014).
The best practice of establishing the pricing strategy is first of all doing a market research
to establish the prevailing market prices of the same item (Kotler, 2003). Other factors we must
consider is the existing discounts, credit facilities and the coupons.
There are various forms of pricing that can be used in internet marketing. The types that
we will employ include the psychological pricing and the prestige pricing. For the normal
furniture, we will set the price at levels that impart the buyers’ emotions. On theother hand, the
high quality furniture will be sold based on the prestige marketing strategy. In this policy, we
will also include the internet auctions. (Bechere&Halstead, 2004).
Placement Policy
When using internet marketing, the place part of the 4ps is directly achieved by the
organization without involving the need of having the intermediaries (Tălpău, 2014). However, it
should be noted that the physical distribution of the, services of the logistics are necessary for
Smart Restorations Limited in order to ensure that the furniture that the customers have
purchased reaches them at the right place and time, and in the right condition as observed on the
internet.

For placement, we suggest that Smart Restorations Limited should use the organizations’
truck to distribute the purchased products to customers that are within different parts of London.
However, those that are fair from the city, they are free to decide on their means of transportation
or request for the company’s track at relatively lower transport than the one an individual would
have incurred. The placement is meant to ensure that the products purchased are delivered to the
respective customers promptly.
Promotion Policy
Promotion Strategy becomes our main center of attraction for that matter. It is our
fourth P in the series of the 4Ps internet marketing mix. Internet Marketing is all about gaining as
much audience as possible to the advertised product. The strategies that are achieved in the
promotion strategy must ensure that the products are visible to most of the internet users. The
promotion policy will combine a variety of strategies. Our Company has tasted and used these
strategies in the past and for this reason, we are sure that it will also work with the Smart
1.3 Marketing tools
Electronic Commerce
E-commerce was among the first areas of commercial utilization of the internet. The idea
of e-commerce began long back after the demonstration of the first online shopping system by
Michael Aldrich in the year 1979 (Kapczynski&Tkacz, 2009). E-commerce generally refers to
the process of conducting business transactions of the internet on the business organization’s
website. Electronic commerce itself, as whole, comprises of different activities that facilitate the
buying and the selling of products. Services like electronic money transfer, online transaction

processing and the inventory management systems have been some of the success factors to the
growth of the electronic commerce services.
E-commerce has been one of the things that have contributed to the attraction of different
customers on the internet, thus creating a conducive environment for conducting internet
marketing. Every day, there are millions of customers that visit these electronic commerce sites
like Amazon to purchase goods and services. As a result, the target audience for conducting
online market grows.
Electronic Business
As opposed to the e-commerce which involves the process of conducting business
transactions online, e-business involves administrative process conducted over the internet
(Meyer, 2007). On top of buying and selling of the products on the internet, e-business also
entails other business activities like providing customer support and sharing of information over
the internet. An e-business oriented organization conducts its daily operations over the internet,
including the use of e-commerce services.
Organizations that employ the idea of e-business also promotes the growth and widening
of internet marketing. E-business promotes sharing of business information which is essential
and crucial in promoting goods and services. E-business as an element of online marketing,
promotes the use of the internet to promote goods and services through the sharing of
information about products and the prevailing market conditions.
1.4 interactive order processing
The way in which the company serves its customers is very crucial in determining the reliability
and the effectiveness of the company. One of the ways involved in determining this is through

the examination of the order processing steps of an organization. Order processing refers to the
entire process involved from the time of receiving the clients order to the time of product is
delivered to the customer.
The ordering process begins when the customer starts to search the product on the
website. After acquiring the product, he or she places the order for then makes the payments. The
company then validates the information and then completes the process by delivering the product
to the client. An interactive ordering process is the one in which the business organization
involves the customer in all stages.
The company can keep on assuring the customer the progress of the order processing
until the product is delivered. This is the kind of ordering process that will be used marketing
Study of Smart Restorations Limited. The interactive order processing does not only end when
the product has been delivered, but goes ahead to collect feedback from the customer.
Businesses are always surrounded by different factors that influence how it performs its
business operations. These factors are either internal or external to the organization. The internal
and external factors that affect the business operations are collectively termed as the business
environment. The internal factors are those that the business has direct control over them, and
they are termed as micro environment. Those that are external and the business has no control
over are referred to as macro environment.
2.1 search engine marketing
Search Engine Optimization (SEO) is also one of the key tools that can be used to ensure that the
products are well-promoted over the internet. One of the factors that make the products of a
particular company to be found easily is through the use of search engines (Tălpău, 2014). Each

day, customers are always searching for products on the internet using search engines search as
google, Yahoo, Ask, and Bing. SEO ensures that the company’s website is indexed at the top of
the search results when a search of the product is made on the search engine
(Schwarzl&Grabowska, 2015).
Our Company has experts that helps in performing the Search Engine Optimization on different
types of Company websites. We are certain that we will be able to ensure that Smart Restorations
Limited is easily found when furniture is searched in any type of the search engine. The E-CEM
encompasses all the CRM operations with the use of the net environment. For example : intranet,
extra net and internet. Electronic CRM concerns all views of handling relationships with
consumer making use of information technology. E-CRM is enterprises using it to incorporate
internal enterprise resources and external marketing scheme to understand and fulfill their
consumer requirements.
2.2
We at Amazon are happy to inform you that company has successfully completed 4
years of serving its valuable consumers. We are grateful to make announcement that we are
offering large variety of online products for our customers. We are making different types of
furniture for customers . On this affair we are glad to inform you that company is offering 20%
discount on all the purchasing. Free delivery and discounted cards will be given to first 5000
consumers.
Regards
Chief marketing officer
Smart restorations limited

2.3 best practice in online public relations
Restorations Limited’s Internet Marketing. Some of the techniques that we plan to use in
promoting Smart Restorations Limitedin the internet include: engagement in the paid advert
programs, Search Engine Optimization (SEO), Affiliate Marketing, Social Media Marketing, and
Online Partners.
Paid adverts involve paying companies that specialize in providing traffic to the
company’s website and products. Google AdWords, AdSense, and other companies like PopAds
provide the opportunity for directing the relevant traffic to the website by running the ads on
other sites, blogs, and channels. The method of payment used in this ideas is the PPC (Pay per
Click), which means that for every click that the potential customer makes on the advert, the
company pays for that (Tălpău, 2014).
Social media
Social media has been one of the key areas of interest when it comes to internet
marketing. The audience that uses the social media platforms are on the increase each day. As a
result, most of the digital marketing is aimed at social media. This process entails creating an
active profile that will be used by Smart Restorations Limited to engage the huge audience on the
same platforms (Schwarzl&Grabowska, 2015). The active platforms that will be used is initiating
the opening of a Facebook page, Twitter handle, google plus profile, YouTube channel, and
other active social media platforms. This platforms will be managed by a team of experienced
individuals who have the knowledge of how they operate. To increase the reachability, we
advocate for the paid options, especially for the Facebook page since