Essay on internet marketing

HND ASSIGNMENT HELP
Essay on Internet
Marketing
Internet Marketing
Emma Zoe
4/6/2017
In thispresentationwe will discussimportance of internetmarketing,How internetrelatedtobusiness,
and manymore interestingtopicrelatedto internet.

Essay on Internet Marketing
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Introduction
The study is about the role of internet marketing in the success of organization. In today’s business
environment it is essential to change according to the need of market. Digitalization is become an
essential part of the business culture and also improved the standard of doing business. Tools of internet
marketing will be analyzed in this study and evaluation will be done in the reference to the requirement of
particular business. The online public relation is a newly introduced term in the digital marketing and is
beneficial for the further process of the company. The complexities in the adoption of the techniques and
using World Wide Web are analyzed in the report. Ultimately the study is an overview of the use of digital
media in the marketing activities in a company and the factors responsible for effective and efficient
implication in a organization.
Task 1
1.1 Explain the elements of internet marketing
With the introduction of globalization, privatization and liberalization boundaries of countries are vanished
and business activities are done worldwide. By the effect of this the reach of companies and customers
are expanded and a requirement of digitalization is emerged for doing business overseas. Internet
Marketing becomes a tool to enhance reach of business and its activities (Illiashenko, 2011). Being the E-
marketing manager of the company we will ensure that the process of Internet marketing should include
the following elements in it.
 Effective strategy: - Every company has its goals and objectives and to achieve them there is
adopted strategic management. For the effective and efficient internet marketing in company
there should be effective strategies to implement digitalization in the company. Strategic planning
helps to identify all the required resources like budget and technical resources, human resources
etc.
 Remarkable content: - Marketing includes effective communication in it. Marketing is to
communicate with the customers about the products and services of the company. For Internet
marketing this communication is done by effective content on the website of the company. The
content should be capable of engaging the customers in the company. Information should be
complete and relative (Illiashenko, 2011).
 Search Engine Optimization: - Information provided on the website should be optimizing on the
search engine. Search engines help the customer to collect information about the company.
Being the e-marketing manager we will ensure that there is provided some key words for the
websites to help the customers to find the company easily on the search engine.
 Effective Promotions: -As e-marketing manager we will make sure that the promotional
strategies are effective and making the company to increase its reach online. If the customers
have not aware about the online business of the company then it will be difficult to increase the
productivity of company. Social media, blogs and websites are well used sources for promoting
the company online (Weiss, et. al., 2015).

1.2 Compare internet marketing tools – e-tools.
In the world of online business the growth of the company depends on the promotional strategies and use
of effective marketing tools. E- Tools are the sources to aware the customers about the company’s
product and services. These tools increase the customer engagement. There are several tools for online
marketing but being the e-marketing manager of the company we will compare these tools and will
choose the most appropriate (Davidaviciene & Sabaityte, 2014).
 Word press blog: Word press blog is the easiest way to get your content update online. It is
software which is integrated with the website of the company and help to easily link to other tools
and sites. For effective communication with the customers it is necessary to provide relative
content to them about the company (Davidaviciene & Sabaityte, 2014).
 Twitter feed: Twitter feed provides help to post blogs and other content about the content on the
several social media sources like twitter, Face-book, linked in etc. This is a free utility which
provides your reach to the social media and also ensures feedbacks from the readers
(Davidaviciene & Sabaityte, 2014).
 Pixtell: This is a utility which helps to online communication by producing the short videos and
screen casts on the computer screen. It is an easy way to share video on social sites and
communicate about the content (Banerjee & Dash, 2011).
 YouTube: You Tube is the second most popular search engine in the world. This is a social
media site where we can communicate by sharing videos and can create own channel.
Companies and organization which is using you tube to communicate about their content has an
impact on their ranking on other search engines (Banerjee & Dash, 2011).
 Google Apps for Businessl: Google apps have its own website creation tool and use as a utility
for sharing content, email and videos online. All the businesses no matter small, medium or large
in size uses this utility to make it easy to share information (Banerjee & Dash, 2011).
1.3 Examine interactive order processing.
For a successful online business it is required to have an effective and interactive order processing
system in the business. Nowadays the trust and reliability is increasing for online purchasing and
customers prefer e-purchasing and e- transactions. It is important to fulfil the demands of the customers
by providing them products online and make them aware about online brands (Joy & McMunigal, 2013).
Interactive trade processing includes credit card payments, online payments, and net banking, visa or
MasterCard payments in it. The security is the main consideration for this type of order processing.

Process of Ordering is as follows such as: -
 Searching: First of all customer make search over the website related to their required product.
They review various products in their segment and compare them effectively on the basis of its
features and other specifications such as size, price, etc. Once they get satisfied with the product
they finalise it in order to purchase it (Mathews, et. al., 2016).
 Ordering: The finalised product get ordered and under this head customer fulfil the requirements
such as shipping address, contact number and most important discount voucher (if any), etc.
 Payment Option: Once customer is finished with all other basic information, then it move
towards the payment option where he need to select from various options such as payment
through debit cards, credit cards, net banking or cash on delivery. Customer chose the adequate
payment mode in order to pay the amount against the purchase of the product (Mathews, et. al.,
2016).
 Check-out: Once payment is made against the purchase of product the product is check-out
from the manufacturer or seller depot. From the depot it gets reach out to the local distribution
depot in order to deliver it to the respective customer.
 Delivery: Once it reaches out to the distribution depot the product is rendered to the delivery boy
who makes delivery well on time to their respective customers. Organisation makes delivery well
on time in order to provide effective facility to their respective customers (Mathews, et. al., 2016).
 Feedback: Once the product gets delivered to the customer they make evaluation of the product
as comparing their expectation and the real product quality. By comparing they make evaluation
of the product and render feedback for others so that they get adequate level of information
through their comments (Mathews, et. al., 2016).
Task 2
P 2.1 Demonstrate the mechanics of search engine marketing.
In this changing business environment with the introduction of globalization it becomes necessary to
change according to the environment. If these changes are not adopted then it becomes very tough to
maintain the productivity and customer retention for the company. To make an identity of the company
worldwide it is necessary to reach all over the globe. Today the world is digitalized and everything is
available online so it is essential to make the company or business available online. Search engine
marketing is a help desk for the customers to collect knowledge about everything and a platform for
companies to make their product in the reach of customers and to aware the customers about the
company’s product (Guo, 2014).

Search engine marketing is a paid form to advertise company’s products and services on the search
engines. There are different types of search engine marketing like pay per click and text based
advertisements. Search engine marketing is based on the keywords. Keywords are the hints, as the user
type those keywords search engine surprisingly shows the results. A keyword strategy management
should be done before choosing the keywords. Being the e-marketing manager of this company we
should adopt search engine marketing to increase the awareness or the customers. This will help the
reach of the business and also help to increase the productivity of company. And useful and relevant
content should be provided on the search engine. These expenses of online marketing will ultimately
increase the productivity of the company (Munjiza, et. al., 2012).
P 2.2 Write the copy for a suitable opt-in email marketing newsletter.

P2.3 Follow guidelines for best practice in online public relations
Today business is not just about manufacturing and selling. It is essential to make an interaction between
customers and customers and to make goodwill of the company in the market. It is a communication
technique by which the companies can analyze the perception of the related parties and customers for
company. Good public relation shows the effective management and efficient customer satisfaction
policies of the company. PR campaigns are executed time to time by the companies to achieve positive
image of company and ultimately increase the productivity (Telò, et. al., 2016).
Being the e-marketing manager we will follow the best practices in online public relations which are as
follows.
 Identify the target public- First we have to identify our target public which will be included in the
process of public relations management. These are the peoples whom we want to think positive
about the company and make an impact on the company’s growth. And then we will categorize
them like employees, customers, prospects and investors etc (Telò, et. al., 2016).
 Collecting information- We will decide the sources from which we will collect the information
and review the information and analyze the content.
 Appropriate PR tool- There are several tools for the maintaining public relations and appropriate
tool should be collected by comparing the effective tool by using the strategic decision making.
This decision should be inspired from the mission and vision of the company and make an impact
on the direction to achieving them (Waters, et. al., 2010).
 Monitoring the implications- Effective monitoring and control should be there on the websites
and blogs which are using for the process of maintaining public relations. This controlling helps to
avoid any unethical and illegal activity in respect of the company’s website.
 Performance evaluation-It is crucial to evaluate the results by taking feedbacks and review of
the related party. It will help to calculate the effectiveness of the policies and strategies and also
help to make any changes in the policy if required (Waters, et. al., 2010).
P 2.4 Demonstrate how businesses can use new digital media communities,
e.g. file-sharing sites.
Digital media communities are emerged as an effective tool or utility for making the easy the activities of
the companies. Digital media communities help the companies to effective marketing strategies and also
increases reach of the company around the world. There are two types of digital media communities,
broad based and vertical social media. Digital media communities help to advertise about the company
and aware the customers about the company, and maintain public relations, and also helps to customer
relationship management and market research (Ohler, 2010). The following digital media communities
can help the company to grow.
 Blogging: - Blogging helps the company to create content about the information of the company
and create a communication channels for the customers. It helps to expand reach of the
company. It is also an opportunity to create job for an individual and a group. And can be a
source to create money out of it. Blogging is a tool to make a brand image. Companies can use
blogging to increase the sale of services and products (Ohler, 2010).
 Face-book: -Face-book is a social utility which helps to connect people with each other and also
create a channel for communication. In today’s business environment it is necessary to interact
with people about information of company. It helps to make customers aware about the company
and increase the popularity of the company among the public (Ohler, 2010).
 Twitter: -Twitter is used to take competitive advantage by the companies. It is a mix of social
media and blogging site. Companies take advantage to highlight advertisements and taking
review of customers.

 You Tube: -You tube is the second most popular social media site which provides a platform to
make own channel and share videos. Companies use this source to increase the popularity and
effective marketing strategies (Caruso, 2014).
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Task 3
3.1 Conduct secondary market research
Secondary data collected in order to evaluate the effect of implementing internet marketing by the
Nike such as: -
Heads
Status before implementing
internet marketing (2009)
Status after implementing
internet marketing (2010)
Sales £257.78 million £301.22 Million
Market share 5.6% 10.66%
Distribution channel 89 stores 160 stores
Consumer base 1.37 million 2.58 million
Profit share 57.66 million 112.22 million
Interpretation: - As per the above table it is analysed that with the implementation of the internet
marketing there is effective changes noted down (Louise, 2016). These changes are favourable enough
as it increases the ratio of sales, market share, etc. With the implementation of the internet marketing
“Nike” is able to target large market share or huge population in order to make sales. Larger share of
population get aware about the products rendered by the Nike and render their interest by purchasing
their products. With the help of internet marketing they get adequate response from the market which
results into increase in the total number of their outlets at different locations in order to fulfil the demand of
their customers. Once they get adequate response from their customers there is effective increase in their
sales revenues and their profit ratio. After a one year it is analysed that there is effective increase is their
number of stores (in order to meet out the demand of the customers by supplying the orders product well
on time) with the help of the outlets they make sales online as well as offline. They target all age groups
in footwear’s and get adequate response from them. With the use of their website they make display of all
their products or wide range as it is not possible to show cases all the products at every store (Louise,
2016).
With the increase in the number of stores and the customer base there is adequate increase is noted
down in their overall sales which results into increase in their overall profits. They make effective use of
their website by providing all products so that desired product get ordered by their respective customers
and get it through by making online purchasing (Mathews, et. al., 2016).
3.2 Design an online survey
In order to conduct online survey adequate questionnaire is prepared below such as:

S. No Questions
Most
likely
Likely Dislike
Most
dislike
1. Online purchasing is much easier task.
2.
Online purchasing is attractive due to high discounts and different
offers
3.
There is no such difference between the online purchasing and
offline purchasing.
4.
Different modes of payment options make it beneficial for the
users.
5. Online purchasing renders adequate level of benefits to the users.
6.
Users get wide range of products in online purchasing as compare
to offline purchasing
7. The quality of product is poor which is sold over internet.
8. There is huge risk is associated with the online purchasing.
9.
With the option of cash on delivery online purchasing renders
adequate level of benefits to the users.
10.
Users become able to save money as well as time by making
shopping online as compare to the offline shopping.
11.
There is no quality difference between the products rendered over
online as well as offline shopping.
12.
The after sales services of online shopping are much effective as
compare to the offline shopping.
13.
Users become flexible with the availability of the online shopping
option as compare to offline shopping.
14.
Term bargaining get removed from the shopping as users get the
effective offers over their online shopping.
15.
The return policy rendered in online shopping put a competitive
advantage over offline shopping.
Analysis of above questionnaire The above questionnaire is utilised for the purpose of conducting
online survey and as per the responses made by the target customers adequate information is gathered
in context to the impact of online purchasing. As per the responses made by the respondents it is
observed that they are effectively influenced with the facility and benefits rendered by the online
purchasing. Customers share their views over online purchasing that they get different and variety of
options in their desired products at effective prices. They also agreed that they get effective prices
(discounts & offers) which attract them most and online purchasing help them out in getting low price
products, with variety of options, save time and adequate level of flexibility (Molenaar, 2013).
3.3 Demonstrate the use of electronic customer relationship marketing
Nike ltd. makes use of the customer’s relationship marketing as their marketing strategy . With the use of
this strategy they become able to build effective base of loyal customers for a long period. They make
strong relationship with their customers and for this getting this they adequately fulfil the needs and wants
made by their customers (De Bock, et. al., 2016).

There are different elements of customer relationship marketing such as:
Elements Description
Be relevant
Nike ltd, need to provide the adequate information related to the product
demanded by their customers so that they easily purchase their products.
Be responsive
It is very important for the Nike respondents to be responsive as they
need to respond timely against the doubts or questions asked by the
customers.
Be respectful
Representatives of Nike must show respect to their customers when they
interact with them or deal with them or while giving some kind of
information.
Be Authentic
Representatives of Nike must render the adequate, exact and original
information related to the product demanded by the customers. they
didn’t need to hide the facts or any information related to product as it
hampers their brand image.
There are effective benefits rendered by the customer relationship marketing such as:
Heads Description
Provide consistency in their experience
With the help of this approach or technique Nike get
benefited as they become capable in order to enhance
the experience of their customers. For enhancing
experience they need to resolve the queries, problems
and doubts in effective manner within a set time period.
Adequate feedbacks
Nike put their emphasis over getting response from
their customers. They welcome the questions, doubts
and try to solve them. They also ask for feedback
which helps in knowing which service or product need
to be improved.
Profitability
Satisfied customers helps in building strong base of
loyal customers that helps in increasing the level of
profits.
Customer advocates
Once the customer gets satisfied by consuming their
services or products they effectively promote it within
their society among their friends and relatives. For
promoting products mouth publicity is become most
impressive technique.
Innovation
With the help of the feedbacks and suggestions Nike
get the effective ideas in order to innovate their
respective product or service.
In e-commerce customer relationship marketing renders adequate level of support. Earlier also this
concept is utilised for building adequate level of relation with the customers. The mode utilised at that
time phone calls, letter, etc. but with the introduction of the technology this pattern also gets enhanced.
With the increase in the use of technology there is adequate changes are made into making
communications such as they get emails, on line chats and evaluate their performance with the help of

the ratings, feedbacks or comments rendered by the customers (Mogharabi, et. al., 2014). Nike gets the
adequate benefits with the use of the e-customer relationship marketing as they make immediate and
effective commutation with their respective customers. They become much effective in order to solve the
problems or doubt of their respective customers in context to their products. Over website Nike Ltd.
provide on line or live chat option so that their customers get the adequate level of information related to
their desired products (Mogharabi, et. al., 2014).
They also get benefited with the use of online marketing as they easily show case their different discounts
or offered related to their products. With the help of this facility they become much effective in order to
attract lots of customers. They also send emails and messages to their respective customers in respect to
their offers and discounts. E-customer relationship marketing effectively facilitates the Nike in order to
build strong base of their customers and make adequate level of communication with them in an easy
manner (Mogharabi, et. al., 2014).
Task 4
4.1 Produce an outline internet marketing plan
Online internet marketing plan is as follows such as: -
Stages Activities Brief
Stage 1 Preparation of content
Nike Ltd. design effective content to attract customers and
become their preference.
Stage 2
Selection of adequate
mode for representation
There are number of modes available such as blogs, video or
audio ads, pictorial presentation, etc. which get selected for
promotional activities.
Stage 3 Setting keywords
Management work over effective key words such as “shoes”,
“footwear”, etc. in order to remain on top when customer
make search of their related products. For this purpose the
make inclusion of the attractive headlines, posts, etc. under
their keywords.
Stage 4 Promotion of posts
Their management select the adequate mode of promoting
their posts related to their products and services. For this
purpose they utilise different options rendered by the social
media such as You-tube, Face-book, etc.
Stage 5
Analysis of the
performance
By utilising the evaluation tools such as Google Analytics
and Hub Spot management of Nike Ltd. make analysis of
their promotional activities. By utilising these techniques
they also evaluate the effectiveness or usefulness of website.
Conclusion
In this study we have gone through the impact of digitalization on the present business environment.
Being e-marketing manager of the company we have analyzed the elements of the internet marketing.E-
Tools of internet marketing are compared and a study of modern approach of marketing mix is done in
this unit 30 internet marketing. We have a detailed study about the role of search engine marketing and
importance of online public relation. So now we can conclude that internet marketing and digitalization is
beneficial for the growth of online business. And the e-marketing manager plays an important role for
making effective and appropriate strategies for efficient running of business online.

References
 Azadavar, R., Bastam, S., Dehnavi, H.D., Armesh, H. & Rayeni, M.S. 2011, "Impact of
Online/Internet Marketing in Enhancing Consumer Experience on Computer Industry
(Case of Malaysia)", Interdisciplinary Journal of Contemporary Research In
Business, vol. 3, no. 2, pp. 217-232.
 Banerjee, S. & Dash, S.K. 2011, "Effectiveness of e-detailing as an innovative
pharmaceutical marketing tool in emerging economies: Views of health
care professionals of India", Journal of Medical Marketing: Device, Diagnostic and
Pharmaceutical Marketing, vol. 11, no. 3, pp. 204-214.
 Bisht, N.S., Belwal, R. & Pande, S. 2010;2009;, Internet marketing of tourism, Himalaya
Publishing House, IN.
 Caruso, S. 2014, Creating Digital Communities: A Resource to Digital Inclusion, Nova
Science Publishers, Inc.
 Davidaviciene, V. & Sabaityte, J. 2014, "The analysis of research on internet
marketing", Business: Theory and Practice,vol. 15, no. 3, pp. 220.

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