Internet Marketing - Coursework Example

Internet Marketing HND in Business Group Unit 30 Internet Marketing Table of Contents Introduction 3 Understand Marketing through the Internet 3 1.1 Explain the Elements of Internet Marketing 3 1.2 Evaluate the Internet Marketing Mix 4 1.3 Compare Internet Marketing Tools – E-Tools 7 1.4 Examine Interactive Order Processing 8 2. Website Promotion Proposal 16 2.1 Demonstrate the Mechanics of Search Engine Marketing 16 2.2 Write the Copy for a Suitable Opt-In Email-Marketing Newsletter 19 2.3 Follow Guidelines for Best Practice in Online Public Relations 20 2.4 Demonstrate How Businesses Can Use New Digital Media Communities 21 3. E-Marketing Plan 21 3.1 Conduct Secondary Market Research 21 3.2 Design an Online Survey 22 3.3 Demonstrate the Use of Electronic Customer Relationship Marketing 22 4. Design an Internet Marketing Plan 23 4.1 Produce an Outline Internet-Marketing Plan 23 4.2 Create a Presentation on Pay per Click Advertising 25 Conclusion 27 References 28 Appendix 31 Introduction Internet marketing has been facing growing trend during the last decade. It is considered as the most effective tool for promotion and selling of goods and services through internet media with digitalised format. It has significantly supported corporate organisations to enlarge its profit and enrich customer satisfaction and customer relationships (Pride & Ferrell, 2010). The objective of the current study is to attain an in-depth knowledge and understandings regarding the diverse attributes of internet marketing. 1. Understand Marketing through the Internet 1.1 Explain the Elements of Internet Marketing Internet marketing, which is also known as web marketing refers to the marketing or promotion of products or brands by using internet and emails. This leads to direct selling of the products through electronic media for enhancing trade and commerce. The term internet marketing is similar to electronic marketing up to a certain extent. However, there is a significant difference amid the terms based on their usage. Internet marketing extensively uses the internet technology (Pride & Ferrell, 2010). On the other hand, electronic marketing or E-marketing uses the digital or electronic technologies in order to sell products of an organisation. Another similar term is the digital marketing, which is of significant relevancy to E-marketing. Digital marketing is referred as the marketing of goods and services with the use of digital channels. Moreover, the term E--business signifies the use of internet for conducting business process of an organisation. Another similar term e-commerce implies on buying and selling of goods and services through internet medium (Dave, 2008). There are certain benefits of internet marketing, which include higher convenience from the perspective of the customers. Internet marketing is at greater reach to the customers as most of the customers in the current day context are extensively available through online medium. Besides these, from the perspective of the corporate organisations, it significantly supports the reduction of organisational cost and enriches the relationship between the organisation and its stakeholders. It also supports the customers of the organisation to personalise the services (Kotler, 2012). There are certain macro and microenvironment that are associated with internet marketing, which considerably influences the business process of modern organisations. The micro environmental factors include the suppliers, customers, employees, and the competitors. Internet marketing is extensively important for conducting effective communication with the suppliers, customers and employees who are associated with the organisation (Pride & Ferrell, 2012). Moreover, it supports in effectively distinguishing organisation from its competitors. The macro environmental factors of internet marketing influence the corporate organisations and broadly includes economy of the nation, government policy and the social changes. Through internet marketing, corporate organisations have a firm outlook of these factors, which eventually supports effective organisational decision making (Roberts & Zahay, 2012). 1.2 Evaluate the Internet Marketing Mix The different attributes of internet marketing mix with relevancy to the multinational organisation eBay has been illustrated underneath. Product E-Bay does not produce products, but purchase from manufacturers and then sells to its online customers. The organisation sells retailed products as well as wholesale goods. The organisation has also witnessed mass customisation of products in order to suffice the requirements of the customers (Okonkwo, 2007). Price E-Bay usually conducts fixed pricing in order to sell its products to the customers. The online selling website has also witnessed auctions and biddings in order to sell products of higher volume and price. The organisation at frequent instances provides discounts to the products that it sales to its customers. This considerably attracts customers and thereby increases the revenue of the organisation (Dholakia, 2012). Place The place, wherein the business process of eBay executes is through online medium. However, the delivery of the products takes place at the preferred locations of the customers. Despite this, at varied instances the organisation has been ineffective in delivering at some of the remote locations (Richter, 2012). Promotion E-Bay in order to attract customers and promote its brands has used several internet-marketing tools. These include the tools like search engine optimisation, pay per click, interactive banners, and email marketing among others. This has considerably influenced the customers to purchase products from the organisation (Richter, 2012). Process The organisational process of E-Bay is different for retailed customers in comparison to that of the business organisations. In order to avail the product from the organisation, the primary step involves the creation of E-Bay account, and Pay Pal accounts. Corresponding steps involved with buying an item, and payment has been integrated following the specifications of internet marketing (Kalyanam & McIntyre, 2002). The detailed information regarding organisational process is mentioned in section 1.4. Physical Evidence E-Bay provides certain physical evidences to its customers and suppliers in order to provide assurance to the product and payment processes. The receipts are received through the digital screen, which can be printed for further references. The receipts are also received by the customers during the delivery of the products (Kalyanam & McIntyre, 2002). People There are several people engaged with E-Bay, who are known as its stakeholders. These stakeholders include the shareholders of the organisations, all the employees of the organisation including the stakeholders. It also includes the customers and suppliers among others (Richter, 2012). Figure: 7Ps of Marketing Mix (Note Prepared for the Specific Study) 1.3 Compare Internet Marketing Tools – E-Tools E-Bay extensively uses Search Engine Optimisation (SEO) and email marketing tool in order to promote and sell its products to its targeted customers. Email marketing is less costly in comparison to SEO; however, email marketing requires the knowledge of the customers’ email identities. On the other hand, internet marketing through SEO does not require any identities of customers and thereby the organisation has been effective in targeting its new customers. At instances the customers ignores emails from the organisation, however, it is also eminent that the customers are less likely to ignore the results from SOE. Thus, it is eminent SOE is more effective than email marketing. Conversely this process is identified to be more costly than the other processes of marketing (Friedlein, 2014). 1.4 Examine Interactive Order Processing Interactive order processing is one of the key aspects of e-commerce organisations. From the perception of the customers, it significantly supports to the authentication of brands, and easy service process. In order to possess a comprehensive understanding to order processing system, it is important to select an e-commerce organisation and thereby examine its interactive order processing system. In this regard, the US multinational e-commerce organisation, e-Bay has been considered (Harvard Computing Group, Inc., 2015). The underneath diagram represents the interactive order processing structure of e-Bay. Figure: Interactive Order Processing Structure of e-Bay Source: (Harvard Computing Group, Inc., 2015) From the above figure representing the order processing system of e-Bay, it is eminent that there are three main segments in the structure from the start of the process to its end. These include getting started, buying and selling. There are two brief steps in getting started segment, which include the creation of e-Bay account and creation of Pay Pal account. The corresponding segment in the interactive order processing system is the buying process, which consists of different steps. The first step in this segment is the search for purchasing items, which is followed by buying an item. The corresponding phase is the payment, however, at instances there is an intermediary phase, which is known as biding. The last step in the buying segment is the placement of a feedback. The corresponding segment in the interactive order processing system is selling, wherein there are certain steps. These steps include research-completed listings, which is followed by creation of listings. The corresponding phase includes the creation of frequently asked question and the next step is the change of listings. This ultimately leads to the completion of the interactive order processing structure that is prominent in e-bay (Harvard Computing Group, Inc., 2015). In order to have further comprehensive understandings to the interactive order processing structure of e-bay, the details of some of the steps are provided underneath. Figure: Creation of e-Bay Account Source: (Harvard Computing Group, Inc., 2015) Figure: Creation of Pay Pal Account Source: (Harvard Computing Group, Inc., 2015) Figure: Buying an Item in e-Bay Source: (Harvard Computing Group, Inc., 2015) Figure: Payment Making in e-Bay Source: (Harvard Computing Group, Inc., 2015) Figure: Selling Process in e-Bay Source: (Harvard Computing Group, Inc., 2015) 2. Website Promotion Proposal 2.1 Demonstrate the Mechanics of Search Engine Marketing Search Engine Marketing (SEM) is a form of marketing, wherein the visibility of websites and other web contents is increased. This significantly acts as a promotion tool for the corporate organisations and others (Grappone & Couzin, 2010). Furthermore, there are two major categories of SEM, which includes Search Engine Optimisation (SEO) and Pay per Click (PPC). SEO is the process through which the visibility of a website, web page or web content is increased during the process of search (Ramos & Cota, 2008). PPC is also known as Cost per Click, which is also an internet-advertising tool, wherein the viewers of the websites or web contents or others has the liability to pay specified prices. There are certain advantages of SEO, which considerably attracts marketers to execute the tool. One of the decisive advantages of SEO is that it substantially increases the website traffic (Monahan, 2010). Moreover, it also increases the organisational brand image and brand awareness, and Return on Investment (ROI). Although, there are some of the considerable advantages of SEO, yet there are some of the disadvantages of the same that cannot be avoided. One of such disadvantage is eminent from the higher investment for niche market (Jones, 2013). Moreover, it is also prominent that although the corporate organisations receive ROI, but it is after a substantial period of time (Dou & et. al., 2010). In order to understand and demonstrate the mechanism of search engine marketing, the organisation Office Furniture Online (2015) has been selected. On Site SEO of Office Furniture Online Office Furniture Online Free Delivery on all Orders! No Minimum Order Value. No Hidden Delivery Charges at Checkout. Welcome to Office Furniture Online - One of the UKs Biggest Selection of Office Furniture Office Furniture Office Chairs Next Day office furniture Office Desk Computer Desk Office Cupboards Filling Cabinets Book Cases Meeting Room furniture Reception Furniture Home Office Furniture Folding Tables Education Furniture Copyright (c) 2008-2015 Office Furniture Online, All Rights Reserved. The organisation, Office Furniture Online has been highly effective in onsite SEO and it has been considerably effective in providing information related to the product in its websites. The organisation has been effective in providing detailed information regarding the price, features and the uses of the products among others. However, some of the recommendations to improve the onsite SEO processes of the organisation are essential (Jones, 2013). In this regard, it is notable that the organisation has used a few key words for the SEO process. Thus, it is recommended that the organisation should increase the number of key words. This would further increase the organisational visibility through SEO. Besides this, it is also recommended that the organisation should customise the SEO through the location of its business process (Office Furniture Online, 2015). Off Site SEO of Office Furniture Online Office Furniture Online apart from the on-site SEO also has the opportunity for offsite SEO. The various offsite SEO includes the social media networking platforms, forums, and blogs among others. It is recommended that the organisation should regularly use these platforms, but using the same during the launch of new products, festive seasons and others could be beneficial. This would considerably promote the organisation and would enrich brand awareness (Office Furniture Online, 2015). 2.2 Write the Copy for a Suitable Opt-In Email-Marketing Newsletter From: Subject: Special Offer from Office Furniture Online Date: To: Reply to: Dear Ma’am, We are offering several office furniture products at discounted rates. The last day for availing the offer is 30th June 2015. We perceive that the products would be certainly liked by you. The ranges of discount rates are listed underneath. In order to get more details regarding the products, please visit our official website, https://www.officefurnitureonline.co.uk/. You can also visit at our Face Book and Twitter pages. 1. Office Chairs: 30% to 50% discount 2. Office Desk: 20% to 50% discount 3. Computer Desk: 30% to 60% discount 4. Education Furniture: 40% to 70% discount 5. Office Cupboards: 20% to 50% discount 2.3 Follow Guidelines for Best Practice in Online Public Relations Online public relations are considerably related to the improvement of the digital marketing communications. This is significantly used in the modern era of internet technology. The selected organisation, Office Furniture Online has also extensively used the SEO in order to improve the online public relations. There are certain advantages that the organisation has derived through maintaining online public relations (Heath, 2013). These include higher level of customer loyalty, improved customer retention. It considerably supports in attaining new customers through the “word of mouth” promotion from its existing customers. It considerably enriches customer satisfaction, which led to the growth of the organisation (Macnamara, J., 2005). Although there are some of the significant advantages of online public relations as witnessed by Office Furniture Online, there are some of the disadvantages that cannot be avoided. One of the disadvantages of online public relations is the possibility of mass criticism, which leads to the degradation of the brand value of the organisation. Moreover, it is unable to reach to the rural areas and traditional customers in an effective manner (Parsons, 2008). Despite the disadvantages of online public relations, the advantages that it possesses encourage to recommend Office Furniture Online to implement online public relations. In this regard, the organisation should follow the best practice of online public relations, wherein the first step includes the segmentation of various target audiences; this is followed by the determination of the customer information sources (Theaker, 2004). Corresponding steps involve building of media source list, review of media sources, assessment of the delivery and distribution option, determination of appropriate time for product delivery. It also involves certain steps, which include the selection of the appropriate public relations tool, monitoring of the websites, and other, and eventually measure the performance of the public relations strategy (Phillips & Young, 2009; Phillips, 2001). 2.4 Demonstrate How Businesses Can Use New Digital Media Communities Office Furniture Online can effectively use the new digital media communities through collaborating with various social media organisation and online marketing organisations. Besides this, it is also recommended to the organisation that it should integrate interactive display advertising, while promoting through digital media (Sharma, 2011). Moreover, the organisation can also use new digital media communities through mobile commerce. It has the opportunity to communicate with its customers and other stakeholders of the organisation by launching mobile applications that supports smart phones. The organisation also has the opportunity to use new digital media communities by viral marketing, which communicates with large number of people at a single effort (Howley, 2010). Viral marketing occurs due to the sharing of media contents from one individual to other. There are several file sharing sites that the organisation can use, which include Flickr, You Tube among others. The organisation can use blogs, portals such as yahoo, Google, and social media platforms such as Facebook, Linked In and others. Thus, using these tools, Office Furniture Online can effectively integrate new digital media communities in its business process (Weber, 2009). 3. E-Marketing Plan 3.1 Conduct Secondary Market Research According to Dacquino (2014), there are a considerable number of people, who purchase products from online media. The number of such online customers is also increasing in a significant extent. In this regard, Buckley (2014) commented that the customers perceive it more convenient to purchase online than the traditional form of purchasing. Besides this, Dacquino (2014) suggested that the customers also need immediate delivery of products. 3.2 Design an Online Survey In order to conduct an online survey that would determine whether customers prefer online shopping to traditional mode of shopping, a questionnaire is prepared and is depicted in appendix 1. In this regard, the questionnaire was sent to 100 individuals through emails. The methodology used in this survey process is observed to be qualitative in nature. The questionnaire contains both open ended and close-ended questions. The open-ended questions are for the interview process. By analysing the data, it is observed that majority of the individuals prefer online purchasing to traditional purchasing. However, the lack of immediate delivery of products is one of the factors that restrict customers to purchase products from the online organisations. Thus, it is recommendable to Office Furniture Online that it should reduce the delivery time of the products (SurveyMonkey, 2015). 3.3 Demonstrate the Use of Electronic Customer Relationship Marketing There are some of the significant uses of electronic Customer Relationship Marketing (CRM). These include improved loyalty among the customers, lower organisational cost, easier targeting to customers (Uwagwuna, 2011). Moreover, it is also eminent that electronic customer relationship considerably supports in effective segmentation to its customers. This in turn leads to effective service delivery to its products. It supports to the organisation in attracting new and existing customers and effective vendor relationship management (Lin, 2013). Furthermore, there are certain more areas wherein the electronic CRM is of significant use. These include the reduction of lead-time, authorised payment, enriching customer trust, ensuring transaction security, determining the appropriate value of orders and many more (Withey, 2013). 4. Design an Internet Marketing Plan 4.1 Produce an Outline Internet-Marketing Plan Internet marketing has been in the growing trend in the last few years. Thus, majority of the large scale and medium scale organisations are integrating internet marketing in its business process. In order to integrate internet marketing, corporate organisations must outline a plan for it (Luther, 2001). In the planning process, the organisation must consider the key performance indicators, which includes click through rates, duration of the web session, and churn rates among others. The organisation also requires considering SWOT analysis, wherein the strengths of the organisation that includes the customer data, and others (Neuman, 2007). Organisations also require considering its weakness, which include the lack of adaptability to internet technology, and others. The opportunities of the organisations, which might include the “opt in email campaigns” and the threats of the organisation are also required to be considered for preparing (Wheeler, 2015). Besides these, in order to prepare an outline for internet marketing plan, some of the other aspects are also required to be considered, which include environmental analysis, distribution channel analysis, and competitors analysis among others. The corporate organisations require considering setting of the organisational objectives with respect to internet marketing (Weimann, 2002). The organisation should also segment the customers in an effective manner along with the effective segmentation of the distribution channel. It should also consider the appropriate media for internet marketing. In this regard, SOE, PPC, and email marketing are widely used and are highly effective. Furthermore, the organisation should have a firm control over these internet marketing tools through the support of customers’’ feedback (Payton, 2009). 4.2 Create a Presentation on Pay per Click Advertising Pay per Click, which is commonly known as PPC. The marketers of corporate organisations also denote the term as cost per click. It is a form of internet marketing and advertisement, wherein the advertisers pay to the publishers of the web contents, whenever the advertisement is clicked (Brown, 2007). This is of significant benefit to the corporate organisations as it directly adds profit to the operations of the organisations (Stokes, 2014; Hall, 2007). The underlying chart depicts the PPC advertising of Office Furniture Online: Conclusion In the course of the study, it is apparent that internet marketing is of significant importance to the corporate organisations. The paper reveals that SOE, PPC, and email marketing are the integral part of internet marketing and the organisations should incorporate these tools. This would eventually lead to the growth of the corporate organisations. References Brown, B. C., 2007. The Ultimate Guide to Search Engine Marketing: Pay per Click Advertising Secrets Revealed. Atlantic Publishing Company. Buckley, D., 2014. Internet Marketing Trends Changing the Game. Brain Food. Dacquino, V. T., 2014. Game Changing Internet Marketing Trends. V.T. Dave, C., 2008. Internet Marketing: Strategy, Implementation and Practice, 3/E. Pearson Education India. Dholakia, N., 2012. Global E-commerce and Online Marketing: Watching the Evolution. Greenwood Publishing Group. Dou, W. & et. al., 2010. Brand Positioning Strategy Using Search Engine Marketing. MIS Quarterly Vol. 34 No. 2, pp. 261-279. Friedlein, A., 2014. Digital Marketing and Ecommerce Trends and Predictions for 2014. Econsultancy.com Ltd, pp. 1-41. 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(Daily/ Once in a week / Once in a month / Once in Lifetime) VII. Are you influenced by internet marketing strategies? (Yes / No) VIII. Do you perceive that the delivery time of ordered products should be reduced? (Yes / No) IX. Which internet-marketing tool do you think is the most effective? (SOE / PPC / email marketing / Others) Read More