Internet Marketing Strategies - Research Paper Example

E-MARKETING STRATEGY E-Marketing Strategy Author Author’s Affiliation Date Table of Contents Introduction 3 Significance of E-Marketing Strategy 4 E-Business and E-Marketing for Captains Creek 5 Internet Marketing Goals 6 Competition 7 The e-Marketing Objectives 9 Search Engine Optimization 12 Paid Keyword Search Marketing 12 Affiliate Marketing 13 Social Networking 14 Online Newsletters 15 Media News Rooms 15 Measuring Success 16 Conclusion 18 References 18 19 Abstract This report outlines the specification for a web based marketing and communication strategy. This report will discuss some of the important and fundamental aspects of a project for the establishment of web based marketing platform for Captains Creek Organic wines business. This report will offer a comprehensive analysis and specification of some of the modern and state-of-the-art marketing strategies. These marketing strategies are aimed at increasing the market share, recognition and acceptance of Captains Creek Organic wines business. The successful implementation of these strategies will help the Captains Creek Organic wines business to improve their web based support and services that eventually increase business profits. Introduction E-Marketing (electronic marketing) is referred as the application of marketing rules and methods applied through electronic media and more exclusively the Internet. Basically, the idea of E-Marketing, or Internet marketing or online marketing, are often interchanged, and are frequently recognized as synonymous. In simple words, e-marketing is the procedure of marketing a product, item or brand using the Internet. Additionally, the marketing covers both direct response marketing and indirect marketing components and makes use of a wide variety of technologies to help connect businesses to their clients. Hence, with such a broad meaning, e-marketing covers all the tasks a business can perform using the worldwide web with the objective of attracting new businesses, running present business and developing its product brand individuality (Quirk, 2012; Summers, Gardiner, Lamb, hair, & Mcdaniel, 2003). As an industry marketing consultant I am going to complete present internet marketing and marketing communication report for Captains Creek Organic wines business. This report will present a comprehensive analysis of new online marketing strategy that will be implemented for greater business interest. This report will present basic objective of business for application of new web based marketing strategy and also present some of the main initiatives for better marketing tools and methods application. These all initiatives will be taken to improve business reorganization and attain greater competitive edge in marketplace. Significance of E-Marketing Strategy This e-marketing planning and recommendation report is intended to offer a great deal of support and capability to Captains Creek Organic wines business for the implementation of new and more effective methods of e-marketing. This section of report presents a detailed analysis of some of the important factors to demonstrate significance of the internet marketing strategy. For Captains Creek Organic wines business we want to implement a new and more enhanced E-Marketing Strategy that is intended to improve overall business and corporate working and operational aspects. In this scenario the application of new and modern E-Marketing Business Strategy at Captains Creek Organic wines business, we will get huge return on investment (ROI) from the E-Marketing that is able to far enhance the business market value and also support the traditional marketing strategies (Quirk, 2012; Summers, Gardiner, Lamb, hair, & Mcdaniel, 2003). Whether Captains Creek Organic wines business is successful business and operational through the traditional business and corporate working methods, however the web based arrangement of Captains Creek Organic wines is very limited and offering only business information to its clients. In this scenario, we have assessed that online business is a new emerging trend and, the Internet is a force that is not able to be ignored. It may be a way to accomplish factually thousands of people each year. It is at the front position of a re-definition of approach companies interact by their clients (Quirk, 2012; Summers, Gardiner, Lamb, hair, & Mcdaniel, 2003). Therefore we can assess that application of new and modern e-marketing strategy will offer us a great deal of advantage in greater business interest. E-Business and E-Marketing for Captains Creek Captains Creek Organic wines business is going to establish a web based business arrangement that will be more effective for the overall corporate working and operational aspects. We will suggest the implementation of an e-business platform for the reason that e-business for Captains Creek Organic wines business is way of making use of the electronic medium in everyday business activities. On the other hand, there are a number of levels of participation in when it approaches to e-Business. For instance, where one business depends entirely on e-Business the second one can select a diverse existence and ways of performing business (Dejan, 2010; Turban, Leidner, McLean, & Wetherbe, 2005; Laudon & Laudon, 1999). In case of e-Marketing strategy for Captains Creek Organic wines business, that is a compartment of e-Business makes use of electronic platforms to carry out marketing tasks and attains preferred marketing objectives for the business. In this scenario, the interactive marketing, internet marketing and mobile marketing are some common and well known examples of the e-marketing that we can use for Captains Creek Organic wines business. So we can see that e-business is extremely extensive entity dealing with the whole complex system that encompasses a business that makes use of electronic medium to carry out or assist its general or particular business tasks. In addition, e-commerce is normally illustrated in a transactional situation. So for instance an electronic dealing of information, funds or entertainment falls under the type handled through rules of e-commerce. Theoretically, e-commerce is a fraction of e-business. Moreover, the e-marketing is as well a fraction of e-business that engages electronic medium to attain marketing aims. In this scenario, e-marketing is group of a planned level and customary marketing and business strategy (Dejan, 2010; Turban, Leidner, McLean, & Wetherbe, 2005; Laudon & Laudon, 1999). Internet Marketing Goals This section discusses the internet marketing goals for the Captains Creek Organic wines business. Captains Creek Organic wines business basically wants to attain the customers’ attention towards centralizing the customer focus on business brand differentiation on simply quality and value. In this scenario, marketing department of Captains Creek Organic wines is paying a lot of attention towards the on brand and there direct relation to the customer’s lifestyle. Here main objectives are to establish a Captains Creek Organic wines differentiation among all market companies like Dulcinea and Berrysbridge. Another main intention of the Captains Creek Organic wines business is to offer web based marketing concepts of clean, simple, and delicious products regarding the Captains Creek Organic wines brand. The main business goals of the Captains Creek Organic wines e-ecommerce business are outlined below: Capturing new web based business market Adding value to e-business operations Establishing new web based technology supported supply chain management mechanism Enhancing web based business performance Offering new web based business handling Offering customers a better web based business and quick place for internet shopping Capturing the whole web based business market in simpler areas Enhancing web based business revenue Offering better e-market management Handling deals with new web market vendors Reducing cost of the customary way of internet marketing Managing online customer data in a much better way Offering new way of internet business management Reach and acquire new online customers Provide superior internet service to existing customers Encourage regular website visits and additional sales Measure the results of your marketing programs Brand our company Competition The business of Captains Creek Organic wines has a number of competitors. I have researched and found the following business competitors of Captains Creek Organic wines business: Berrysbridge Dulcinea The above given like is an online home page of these businesses products. These web based platforms offer the customers to take information of business products form the web based link. Competitors’ analysis In competitors analysis we need to analyze the following factors; Competitor's objectives The main competitor’s objective is to capture overall market share as compared to blue business. Competitor's assumptions Competitors want to offer better products and services to beat the business and try to make the blue business down through new technology implementation. Competitor's strategy Through the web based business competitors are trying to business and making more performance based initiatives. Competitor's capabilities The web based technology allows all the business to have better business performance, so we need to enhance business operating and handling in a better way. What drives the competitor   What the competitor is doing or is capable of doing Objectives Strategy Competitor Response Profile Assumptions Resources & Capabilities Figure 1- Competitor analysis The e-Marketing Objectives This section outlines some of the main e-commerce marketing objectives of the Captains Creek Organic wines business. I will discuss below some of the important objectives of internet marketing with respect to Captains Creek Organic wines business. A. product profile The business of the Captains Creek Organic wines is going to offer the products regarding the life style. The Captains Creek Organic wines business is getting into the customer life and offering products about living, drinking, etc. B. target market Captains Creek Organic wines business wants to target basic business market of drinks. The business of Captains Creek Organic wines wants to cover the business market with the target customer of age ranging 25-80. The web based platform is aimed at providing the business with a high business and market edge as compared to the related competitors, high quality products and better market preference. The main target market thorough the web based platform for targeting customers all through the world. The main intention of the web based business is to offer a less costly platform for the business marketing and also automating the process of web based business. C. Sales objectives Through the web based platform of Captains Creek Organic wines the business wants to enhance its business sales. Business wants to enhance Net Sales of the business per year. The e-Marketing Strategies In this section I will outline e-marketing strategies that we will adopt for the Captains Creek Organic wines business. For the Captains Creek Organic wines business marketing strategy formulation will be the final procedure of our plan marketing plan. Our plans will comprise both the long-term and short-term strategies in order to get a success. Short term business marketing strategies are those that carry us a momentary increase in traffic. Without a doubt, these methods are extremely significant to our general plan; they are simply a provisional traffic source and have to not be exclusively relied upon. For the Captains Creek Organic wines business E-marketing short term marketing policies comprise: Search Engines Participating in Forums Purchasing Advertising For the Captains Creek Organic wines business e-marketing long term marketing policies/strategies are those that bring us a steady stream of targeted client/customer traffic eventually. These strategies will carry on constructing results still years down the road. Here for Captains Creek Organic wines business e-marketing long term marketing strategies comprise: (Brajusta Publishing, Inc.,, 2012; Watson, Zinkhan, & Pitt, 2000) Blogging Opt-in Lists Social Bookmarking Sites Social Networking Sites Article Marketing Giving Away Freebies By formulating and putting into practice a balanced marketing strategy, by means of both short-term plus long-term strategies, we will force a steady stream of targeted business traffic to our Captains Creek Organic wines business website. If we utilize this simple formula when building our Internet marketing strategy plus excel at the entire three steps, we are able to literally guarantee our accomplishment (Brajusta Publishing, Inc.,, 2012; Watson, Zinkhan, & Pitt, 2000). Search Engine Optimization Brewer (2009) has outlined some of the main search engine optimization techniques those can used by Bleu business for the purpose of making the business mostly on the top rating of the search results by any search engine. According to Brewer (2009) we can use “Content” based search engine optimization technique. This will be the number one search marketing strategy for the Captains Creek Organic wines business. Here we will add a lot of related online wine words in the business website domain. In this scenario, we also need to make the Captains Creek Organic wines business website and pages titles easier to access and place them in such order that they can be accessible and understood by Google or any other search engine. Then we also need to add simple and mostly used website heading tags. In this scenario the website content flow will be based on the prominence. In this way most prominent words will match. Here we will also add the site map that will help the search engines to locate and bring the website pages to the right place (Brewer, 2009). Paid Keyword Search Marketing For the Captains Creek Organic wines business we can consider the paid search marketing as the best method to bring traffic to Captains Creek Organic wines online business shops. Here we will use the pay-per-click method that will be the most effective method for bringing customers to our web based platform. Captains Creek Organic wines business will pay for website visitors as well as hope to quickly obtain targeted traffic (Ishenko, 2006). Affiliate Marketing For the Captains Creek Organic wines business this online business marketing is also a great option. This is a really simple business marketing that involves the partnership between Captains Creek Organic wines business and any online marketing agency. Through Affiliate Marketing partnership, Captains Creek Organic wines business will be supposed to drive traffic to its website, as well as when some body purchases the products both partners will get the reward. The promoting business will help in driving the customer towards the Captains Creek Organic wines business website (Brewer, 2009). Email Marketing Through this technique we will send the advertisement mails to people at their personal email addresses. In this way Captains Creek Organic wines business will contract with any of the big email services like Yahoo or Hotmail. Thus, this email marketing framework will allow us to develop products ads and send them through the email services handles. Here we will pay to the email service handlers (Brownlow, 2012). Online Advertising The online advertisement will be the main tool of the Captains Creek Organic wines business marketing. In this marketing technique we will advertise the Captains Creek Organic wines business products through out web based platform and make the all new promotions visible on the main business page (Brewer, 2009; Brownlow, 2012). Social Networking Through the social networking based Captains Creek Organic wines business marketing we will market the business products to the some of the popular social network website. These web sites can include Facebook, Orkut or Youtube. The Captains Creek Organic wines business and products ads will be displayed on these websites and customer visiting that site will also able to visit to our website. In this technique we will pay some pre-settled amount to that social network (Brewer, 2009; Brownlow, 2012). Blogs We will also use the technique of web blogs that will help us to make famous our Captains Creek Organic wines business. In this technique we will add some admiring comments to most popular website blogs so that customer can know better about our business (Rampur, 2011). Video Marketing In case of Captains Creek Organic wines business e-marketing, video marketing is an enormous method to construct effective relationship with our customers. In fact, video is as well an effective method to drive traffic. YouTube is one of most searched websites on the web nowadays. Consequently, we need to upload some promotional videos about our business, so that people can able to access and get knowledge about our business (Rampur, 2011). Online Newsletters We are able to even think of online newsletters like a polite method to pass on our Captains Creek Organic wines business and available services information intended for promoting our services. Captains Creek Organic wines businesses will generally issue online newsletters to usual clients intended for letting them be acquainted with what new preliminary offers are obtainable plus which novel wine products are probable to be launched. Different from email marketing, these web based newsletters are presented at regular time intervals (Rampur, 2011). Media News Rooms For our Captains Creek Organic wines business a media news room is a capability on the web that comprises the majority of the business blogs and information that can be accessed through social media. If the business information arrives at the social media, it gets no time for the information and news to be transmitted to the wide-ranging public. In addition, the data and information in media news rooms is typically accessible to journalists and bloggers, who are visitors searching for specific news and particulars of the business services and products as well as not immediately all-purpose information. This is as well one of most effectual Internet marketing strategies (Rampur, 2011). Measuring Success For measuring the potential success of the e-marketing strategy, Captains Creek Organic wines business can use the potential sales analysis. In this way we will conduct the comparison of sales of business to previous sales and analyze the potential augment in the business deals. In fact, it will also help in determining the business deals and revenue generation after new business marketing strategy implementation. Situational Analysis a. characteristics of the e-market The online business market is evolving day by day and offering new business opportunities to businesses to have better scope. In scenario of current business market the customer are more and more relying on easy ways of shopping and dealing. The emergence of the web based and mobile based shopping has completely transformed the business. In this regard the Captains Creek Organic wine business has decided to capture the new business market and have better way of scope now. The online business will offer the Captains Creek Organic wine business to manage and handle business in a more better and effective way. b. possible factors of success; In Captains Creek Organic wine business’s online ecommerce website we have a number of success factors available. For example the business can capture new business customers those are not having direct access to Captains Creek Organic wine business store. This will also offer the business to adopt the new age technology to enhance the business power. This will also offer a better completive edge to business. d. technological factors The new emergence in high speed internet, wireless internet, online payment technology, mobile shopping and a lot of new technologies those have offered enhanced services regarding corporate and business management. These technology factors surely enhance business performance. e. legal factors; In the Captains Creek Organic wine business web based business establishment we can have some of the legal factors involved. These can relate to the online crimes and management issues. Sometimes these issues can emerge to more complicated nature. f. social factors; In the establishment of Captains Creek Organic wine business online we can have some of the social factors involved. In view of the fact that this business and products are about the people’s lifestyle thus we can take this business more related to social factors. In such business we need to take care of the customer information and establish a well suited business policy. g. possible problems and opportunities In this new web based marketing policy for the Captains Creek Organic wine business implementation, we are having main business opportunities regarding the potential enhancement in business revenue and some of the main problems regarding the online security issues. Conclusion Captains Creek Organic wine business management has now decided to shift business to an online business platform. They have decided to form new and innovative business strategies that help them improve their reputation level and attract more and more customers. Their idea of web based business is aimed at improving the overall business productivity and performance. This research has offered a detailed analysis and recommendation of plan of internet marketing. The basic objective of this report was to offer a comprehensive analysis of some of the main areas and aspects of new web based marketing strategy. I have recommended web based marketing tools and methods for potential enhancement of overall business performance. References Brajusta Publishing, Inc.,. (2012). Internet Marketing Strategies: Part One: Three Step Formula. Retrieved September 10, 2012, from http://www.web-source.net/3steps.htm Brewer, D. (2009, January 1st). Top 10 search engine optimization techniques. Retrieved September 10, 2012, from http://dustinbrewer.com/top-10-search-engine-optimization-techniques/ Brownlow, M. (2012). What is email marketing? Retrieved September 11, 2012, from http://www.email-marketing-reports.com/intro.htm Dejan. (2010). e-Marketing. Retrieved July 30, 2011, from http://analogik.com/articles/231/e-marketing Ishenko, O. (2006, September 13). Paid Search Marketing Vs. Natural Search Promotion. Retrieved September 10, 2012, from http://www.seoresearcher.com/paid-search-marketing-vs-natural-search-promotion.htm Laudon, K. C., & Laudon, J. P. (1999). Management Information Systems, Sixth Edition (6th ed.). New Jersey: Prentice Hall. Quirk. (2011). What is eMarketing and how is it better than traditional marketing? Retrieved July 27, 2011, from http://www.quirk.biz/resources/88/What-is-eMarketing-and-how-is-it-better-than-traditional-marketing Rampur, S. (2011, October 06). E-Marketing Strategy. Retrieved September 10, 2012, from http://www.buzzle.com/articles/e-marketing-strategy.html Summers, J., Gardiner, M., Lamb, C. W., hair, J. F., & Mcdaniel, C. (2003). Essentials of Marketing . Australia: Thomosn. Turban, E., Leidner, D., McLean, E., & Wetherbe, J. (2005). Information Technology for Management: Transforming Organizations in the Digital Economy . New York: Wiley. Watson, R. T., Zinkhan, G. M., & Pitt, L. F. (2000). Integrated Internet marketing. Communications of the ACM , Volume 43 Issue 6, 97-102. Read More