Internet Marketing: Best Tool To Promote Business

Internet Marketing
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Table of Contents
Introduction..........................................................................................................................................3
Task 1....................................................................................................................................................3
1.1 Elements of Internet marketing..................................................................................................3
1.2 Evaluate the internet Marketing Mix.........................................................................................4
1.3 Internet Marketing Tools............................................................................................................5
1.4 Examine interactive order processing........................................................................................5
Task 2....................................................................................................................................................6
2.1 Mechanics of search engine marketing......................................................................................6
2.2 Write the copy for a suitable opt-in-email marketing newsletter...............................................6
2.3 Guideline for maintaining online public relations.....................................................................6
2.4 Effective use of new digital media communities.......................................................................7
TASK 3.................................................................................................................................................7
3.1 Data collection from secondary market research.......................................................................7
3.2 Design an online survey ............................................................................................................8
3.3 Effective use of electronic customer relationship marketing...................................................10
4.1 Internet marketing plan............................................................................................................11
4.2 Pay per click advertising..........................................................................................................12
Conclusion .........................................................................................................................................13
References..........................................................................................................................................15


INTRODUCTION
In digital era, most of the organizations are concentrating towards implementation of
Internet and social networking sites as a marketing and promotional tools to attract new and retain
existing customers in an effective manner. The main behind selecting the topic for the the study was
to explore elements of internet marketing and role of Internet marketing in attracting
new business, retaining current business and developing brand entity of the company. Asda is a
British supermarket chain and it provides various services to its customers such as merchandise,
toys and financial services etc. This enterprise has been taken as per the given case because it is
using various marketing tactics and strategies using Internet at workplace. In addition, report
emphasizes on the use of pay per click advertising, search engine and customer relationship
management software to support internet market research.
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TASK 1
1.1 Elements of Internet marketing

Nowadays, digital marketing can be done through internet marketing by the means of
electronic devices like computers, smartphones, tablets, online websites, TV, radio and social
networking sites. However, these channels also helps in getting engaged with different external
stakeholders such as customers, investors and government. The main aim of using internet is to
enhance the reach of customers as well as create awareness about products and services in effective
manner.
In general there are several elements of internet marketing such as web popularity, website
content, web analytic, provide testimonials as well as providing platform to the customers for
putting their queries and solving them online (Doostar and Mohammadi, 2014). Further, electronic
commerce gives appropriate base for the individuals to buy or sell goods and services as well as

transfer funds in secure and safe way. This approach helps in minimizing the time of transactions.
According to the present scenario, ASDA has undertaken digital media marketing tool for
maintaining customer relationship across wide range of channels. The benefits of this tool does not
limits to increasing brand awareness or increasing the level of customer base as well as assist in
retaining existing customer base for attaining long sustainability.
Macro environment factors:
Looking at the present market condition it can be said that, UK's economy and euro-zone
crisis are considered to be major reasons which can affect online marketing activities of the
businesses. By the means of such situation, bargaining power of buyers increases which constantly
influence the buying decisions of customers which can make adverse impact on ASDA online
marketing approaches. Along with this, government policies and regulation regarding safe
transaction and protecting the data of clients and customers. Other than this, factors related to
political, social, technological and legal mainly influenced the selection and execution of online
marketing techniques of companies (Chaston, 2015).
Therefore, undertaking all these measures top level management of ASDA can provide
quality of services to its customers. Moreover, by the means of this company can deliver right
services at right time.
Micro environment factors:
There are various internal factors that can effect the online marketing approaches of online
promotion and trading. However, the main aim of ASDA is to provide quality of services to its
customers at affordable prices.
Employees: Workforce are the significant resource of a company and in order to implement
and make effective use of online marketing it is important for ASDA to have skilful
employees.
Customers: These are the stakeholders which purchases the products and services of ASDA
and helps them to generate higher revenues. Therefore, making the use of online marketing,
top level management can reach maximum number customers and satisfy their needs and
wants.
Competitors: Nowadays, Several companies are making the use of internet marketing in
order to generate higher income. Further, usage of new emerging techniques like, pay per
click, digital marketing and e-commerce assist companies in generating income and increase
profit margin.


1.2 Evaluate the internet Marketing Mix
Following is the marketing mix of ASDA on the basis of internet marketing is executed:
Products: There are wide range of products and services that ASDA offers to its customers
such as clothing, general merchandise, financial services etc.
Price: Pricing strategy of ASDA is based upon the target market. However, being considered
as one of the most affordable selling products company, ASDA is making valiant efforts to
attract large customers (Eastman, Ferguson and Klein, 2014). Along with this provide
various offers and discount helping the entire course of the company to maintain position in
such competitive market.
Place: The main aim of preparing website is to enhance the reach of customers to
international boundaries. However, by the means of this, ASDA can provide appropriate
platform for the customers to buy products and services at cheaper rates.
Promotion: Use of internet helps ASDA marketing head to promote its products and services
on social media. At present half of the world population is associated with social networking
sites such as Facebook, Twitter, Instagram, YouTube, Linkdin etc.
Physical evidence: Use of international websites such as e-woms helps customers to share
their reviews and feedbacks regarding products and services.
People and Processes: There are several efforts made by ASDA in order to enhance the
efficiency level of people and processes such as effective CRM helps top level management
to satisfy the needs and wants of customers in effective and efficient manner. As well as
provide them appropriate base to provide feedbacks and reviews.
1.3 Internet Marketing Tools

With constantly increasing competition, there are several tools and techniques that ASDA
can undertake in order to create awareness amongst the target market which are as follows:
Mobile advertising: For reaching each of the individual within the target market, ASDA
marketing head can use mobile advertising. By the means of it they can forward messages
regarding offers and discounts which may attract large number of audience and generate
higher sales.
Email marketing: At present ASDA is using Nesox e-mail technique for automatic mailing
to the people and creating awareness regarding new products and services (Chen and Yang,
2014).


Search engine marketing: By the means of this marketing tool, ASDA can promote and
advertise its products and services on highly rated websites which have high number of
users.
1.4 Examine interactive order processing

The interactive order processing of ADSA will be processed through online buying and
selling. In this customers directly visits to website, select the product and purchase products finally.
The main aim of order processing is to carry out transaction in appropriate manner and avoid fake
or illegal transaction. However, before having full access of website there is registration process at
the initial stage require certain personal information about the visitor so that can carry out entire
delivery process effectively. Furthermore, website will work in three tier structure which consist of
client server and data base.

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TASK 2
2.1 Mechanics of search engine marketing

The main aim of search engine mechanics is to improve and increase the visibility of
websites as well as enhance its ranking in various search engine results. Nowadays, the major
search engine used are: Google, Bing and Yahoo etc (Yu, Balaji and Khong, 2015). However, the
search engines works in the form of spiders which programs as robot that crawls website and its
pages on regular basis to generate information. Therefore, it is important for ASDA to have their
name at top of the list within wide range of search engines so that people can easily access the
website and purchase products. Furthermore, through the help of SEO technique customers of
ASDA can easily gain the information about products and services that company offers in the
market. However, search engines helps cited company in terms of providing facility of keywords to

its users and develop appropriate platform where they can easily make the search about different
categories of offerings of ASDA plc. Contrary to this there are certain drawbacks associated with
SEO tools such as ASDA has to bear extra costs, constantly has to change as per the demand of
customers, frequent monitoring is required so as to mitigate hurdles within the functioning of
business.
Illustration 1: SEO use by ASDA
(Source: Charlton, 2008)
2.2 Write the copy for a suitable opt-in-email marketing newsletter

In general, newsletter wireframe contains information related to online public relation,
mobile advertising and commerce as well as viral marketing to attract large audience and influence
them to get associated with the firm. However, email marketing is flexible, fast and friendly user.
Online public relation:
The main benefit of maintaining online public relation is that it helps ASDA to get linked
with large audience without making high spendings. However, it is the most economical approach
of getting connect with target audiences and attain desired revenues.
Mobile marketing:
In this user can acquire wide range of services such as fund transfer, mobile ATM, mobile
ticketing, mobile vouchers and loyalty cards etc (Doostar and Mohammadi, 2014).


Viral marketing:
It assist marketer to share video clips, interactive flash games, e-books and software in
effective and efficient manner.
ASDA Newsletter
About Us Products and About Us Investor relationship Contact Tesco
services
Vision Mission ASDA Newsletter Print
and Value
Quick Facts ASDA plc publish CONNECTIONS quarterly for its customers and employees. In
this, management offers welcome submissions, story ideas and letters for the
readers.
Bulletins and Newsletter of ASDA plc is available at www.gmb-southern.org.uk/
Case studies
ASDA CONNECTIONS EDITOR
company Store
2.3 Guideline for maintaining online public relations
It is considered as the most affordable and cheapest way of attracting large audiences and
influence them to buy products and services of ASDA. However, top level management of ASDA is
making valiant efforts to establish better relationship with customers and business partners
(Eastman, Ferguson and Klein, 2014). Furthermore, with the help of online marketing ASDA can
attain wide range of service such as social media marketing, audience targeting and viral
advertising. Other than this, it has various drawbacks such as: expert and proper infrastructure set
up is requires so that strategies and tactics can be implemented properly. Other than this, top level
management of ASDA can undertake 5C model to maintain the relationship with public at online
stations. The main purpose behind using this method is that it is considered as the most economical
method to create marketing campaign and attract large number of audience and retain the existing
one for long term.
2.4 Effective use of new digital media communities

Looking at the present condition in market it can be stated that, ASDA has to undertake new
and feasible digital media approaches with the help of which they can promote products and
services appropriately as well as attain competitive edge within the target market (Yu, Balaji and
Khong, 2015). Furthermore, with the help of mobile commerce, customers and ASDA will attain


various benefits such as mobile ticketing, mobile vouchers, coupons and loyalty programmes to
enhance the level of services and maintain long term relationships. Furthermore, ASDA has
launched mobile application which helps the customers in providing various options like mobile
ticketing, mobile vouchers coupons and loyalty cards. On the other hand, file sharing techniques
used by management of ASDA consist of Flickr and Twitter which provides opportunity to share the
flies and other vital information with different associated stakeholders.

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TASK 3
3.1 Data collection from secondary market research

As per the given case concerned, secondary was collected from different authentic sources
including books, journals and online published articles in order to understand role of internet in
marketing as a promotion tool. According to chief executive Andy Clarke, organization is
concentrating on using online medium to offer products in low prices in market against other
competitors present in the market. According to Kiang and Shang, K. H., (2015) UK based
company decides to take its clothing business online that can reflect growing demand of its 18
million store all around the world. Asda tries to set-up IT infrastructure to generate more turnover
and maintain better relationship with existing customers and attract new ones. Along with this, in
taking the business online, enterprise implemented eCommeras DynamicCommerce platform for
meeting its immediate goal of trading online in a significant manner. Recently, e-commerce
suppliers of Asda has implemented a click & collect capability software to provide convenience to
customers for making online buying process simple (Kiang and Shang, 2015). This software helps
company to bring people into the store as well as today, on average, 60% of orders are collected
online in store. In addition, for mobile payments, organization has used PayPal software to increase


revenue and provide online payment facility to their customers. Enterprise has launched its online
shopping service and proper segmentation of products are provided in website so that customers can
easy access information in a quick time, but it still trails behind Tesco.
Il
lustration 2: Product segmentation
(Source: Lagrosen, 2005)
3.2 Design an online survey

For collecting primary data from fourty customers to know their perceptions about services
and products offer by Asda using Internet and e-commerce applications. With help of conducting
the research, investigator would be able to evaluate satisfaction level of customers so that better
services will be offered to them at stipulated time (Mathews and Bianchi, 2015). Questionnaire was
prepared and circulated to respondents to know their attitudes.
1.Name:___________________
2. Age:
Below 18
18-30 years
31-50 years
Above 50 years
3. Gender:
Male

Female
4. How often do you purchase products and services from Asda website ?
One in a week
More than one time in a week
Once in a month
Every 2-3 times in a month
Once in a year
more than one in a year
5. Are you satisfied with the products and services offer by firm using Internet and website?
Highly dissatisfied
Dissatisfied
Neutral
Satisfied
Highly satisfied
6. Are you satisfied with the behaviour of staff-members and their services at workplace?
Highly dissatisfied
Dissatisfied
Neutral
Satisfied
Highly satisfied
7. What are the major factors encouraging you to use online medium and purchasing products using
website of Asda?
24/7 Availability
Convenience
Flexibility and time saving
Variety of products check and buy at a single time
Easy and secure online payment
8. What are the major challenges you are facing during online shopping using website of the
company?


----------------------------------------------------------------------------------------------
Table 1: Result of survey

Online survey Customers responses
Age 18-30 years (45%)
Gender Male (60%) and Female (40%)
Buying products and services from Asda website More than one time in a week (50%)
Satisfaction level of customers towards the Satisfied (55%)
products and services offer by firm using
Internet and website (Yoo and Donthu, 2015)
Satisfied with the behaviour of staff-members Satisfied (45%) and still improvement required.
and their services at workplace
Major factors encouraging customers to use Variety of products check and buy at a single
online medium for purchasing products using time (60%) and 24/7 Availability and Flexibility
website of Asda. and time saving (30%)
Major challenges and recommendations
Solve shopping basket problem, Add an email

sign-up option and Join up the different sections
of the site (Michie, 2006).
3.3 Effective use of electronic customer relationship marketing

E-CRM used various technologies including internet, various electronic touch-points and
telecommunications devices in order to manage better relationship with customers as well as solve


their queries on time. By implementing this software, Asda would be able to take several
advantages that can be described as follows:
Fostering Relationship with Customers: With the increased competition and demand, it is
essential for the company to stimulate one-on-one communication with customers to solve
their queries and creating trust and guarantee satisfaction with the customers. E-CRM will
be beneficial for the firm in such kind of situation to promote their products (Charlton,
2008).
Quality of Service & Delivery: By using this software, organization would be able to
improve its service delivery and boost up various customer satisfaction determinants
including responsiveness, assurance, reliability, empathy and reliability in an effective
manner.
Transaction and Processing Speed: Through establishing e-CRM platforms, firm can
provide better online shopping opportunity to their customers so that they can access their
accounts and carrying out their transactions in safe and secure manner (Rigby, 2014). UK
base firm also tries to develop and implement mobile apps in order to promote products and
expands its business at wide geographical area.
Illustration 3: Mobile Apps of Asda

(Source:Wang and Zhang, 2015)
Provision of Personalized Services: By making uniqueness in products and quick delivery
of products at stipulated time, Asda would be able to achieve personalization successfully
and sustain it for long time period.

4.1 Internet marketing plan
Define customers: Internet Marketing plan begins with identifying customers and market
segment. Micro and macro analysis techniques would be beneficial for Asda in terms of
evaluating customers needs so that it can be fulfilled at stipulated time (Lagrosen, 2005). In
this stage, detail discussion about Unique selling proposition, advertisement and promotion
media that can be used to promote products and services of company.
Choosing target market: This phase concentrates on demographic profile of customers
including net household income, perfect customer male or female, identify perfect customer
spend a lot or minimal and delivery of products and services through online and traditional
medium etc. Detail discussion about core competitors already present in the market and
advertising of a complementary nature of business have been done.
Examining major key performance indicators: The motto of company is to reach large
amount of customers through effective use of digital marketing, Pay-Per-Click (PPC)
advertising and Google AdWords to set limits on daily expenditures. In addition, SWOT
analysis method will be helpful for the company in order to investigate own core strength
such as internet marketing and product segmentation of website etc. (Madill and Neilson,
2015) By identifying its weakness, Asda would be able to overcome issues such as email
sign-up option and Join up the different sections of the site.
Measuring performance of action plan: Performance of Internet marketing campaign can
be measured with help of creating a spreadsheet or document and enter in all the sites and
venues that are a consideration during development of plan (Kiang and Shang, 2015).
Monitoring over conversion rate: it can be measured with help of various techniques
including free e-book, Newsletter subscribers and figure of sales orders like how many
people hit and buy products from company using online medium. Firm can develop and
monitor over market through effective segmentation of the market into various segments
such as cultural based, geographic, demographic segment, behavioural segment etc.
4.2 Pay per click advertising

PPC is an online advertisement payment model and it helps organization to gain attention of
visitors to a website and convert them to regular customers. To carry out PPC campaign different
stages have been followed that can be described follow:


I
llustration 4: Framework for PPC
(Source: Michie, 2006)

Planning: Asda decides about the products to be sold online. In addition,company defines
campaign strategies and layout. For that company can use advanced keyword research and selection
method. It can be done through online and offline analysis of customers and understand
demographic profile effectively.
Design: Through effective use of Google Adwords and Yahoo Bing Ads, Asda can promote its
products online and capture wide market segment.
I
llustration 5: Design of PPC model
(Source:Wang and Zhang, 2015)

Prepare budget: Detail investigation is done about the amount of money required for executing the
campaign in an appropriate manner. It promotes its web page via HookLogic's Retail search
exchange (RSX) which helps company to attract more customers (Hollensen, 2015).
Development: By using search engine optimization and Word tracker tools, firm can attract

customers and enhance its profit margin.
Building PPC campaign and preparing landing pages: Asda can gain attention of people, through
creating unique page for each products with detail description about products and services. Asda
would be able to increase CTR of the company through bidding and different ad variations
(Mathews and Bianchi, 2015).
Development and testing results: At the end of this stage, advertiser of Asda can monitor their
campaign and checked multiple ads for each keyword to improve average click-through rate.

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CONCLUSION
On the basis of the the research report, it can be said that by internet marketing is beneficial
for the company in terms of attracting new customers and retaining exist one. Asda is trying to
launch mobile apps and other online media in order to promotes it brands at global level. PPC
campaigns would be beneficial for the UK based enterprise to generate revenue and better compete
with other competitors like Tesco etc. By implementing marketing plan in a proper manner, firm
could be able to capture wide market segment effectively.


REFERENCES
Books and Journals
Chaston, I., 2015. Internet Marketing and Big Data Exploitation. Palgrave Macmillan.
Chen, L. S. and Yang, T. Y. K., 2014. Increasing Customer Loyalty in Internet Marketing. In
Intelligent Data analysis and its Applications. Springer International Publishing.
Doostar, M. and Mohammadi, M. H., 2014. Studying and prioritising the effective elements of
internet advertising on e-marketing. International Journal of Services and Operations
Management. 18(1). pp.57-73.
Eastman, S. T., Ferguson, D. A. and Klein, R., 2014. Media Promotion & Marketing for
Broadcasting, Cable & the Internet. CRC Press.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Kiang, M. Y, and Shang, K. H., 2015. Online Purchase Decision and Its Implication on E-Tailing
Strategies. In New Meanings for Marketing in a New Millennium. Springer International
Publishing. pp. 212-217.
Lagrosen, S., 2005. Effects of the internet on the marketing communication of service companies.
Journal of Services Marketing .19 (2).pp.63 69.
Madill, J. andNeilson, L. C., 2015. Utilizing Web Sites to Provide Information and Build
Relationships with Consumers. Springer International Publishing. pp. 229-233.
Mathews, S. W. and Bianchi, C., 2015. The impact of Internet marketing capabilities on
international network capability, a cross country study comparison between Australia,
Chile and Taiwan internationalised SMEs.
Michie, J., 2006. Street Smart Internet Marketing: Tips, Tools, Tactics & Techniques to Market Your
Product, Service, Business Or Ideas Online. Street Smart Internet Market.
Sheehan, B., 2010. Basics Marketing 02: Online Marketing. AVA Publishing.
Wang, F. and Zhang, X. P., 2015. The role of the Internet in changing industry competition.
Information & Management. 52(1). pp.71-81.
Yoo, B. and Donthu, N., 2015. Developing a Scale to Measure the Perceived Quality of an Internet
Shopping Site (PQISS). Springer International Publishing. pp. 471-471.
Yu, P. L., Balaji, M. S. and Khong, K. W., 2015. Building trust in internet banking: a
trustworthiness perspective. Industrial Management & Data Systems. 115(2). pp.235-252.
Online
Charlton, G., 2008. Ten things Asda can do better online. [Online]. Available

Through:<https://econsultancy.com/blog/2769-ten-things-asda-can-do-better-online/>.
[Accessed on: 16 May 2015].
Rigby, C., 2014. Asda continues to focus on online and low prices in market of unprecedented
distress. [Online]. Available Through: <http://internetretailing.net/2014/11/asda-continues-to-
focus-on-online-and-low-prices-in-market-of-unprecedented-distress/>. [Accessed on: 16
May 2015].


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1.1 Elements of Internet marketing

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1.3 Internet Marketing Tools

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1.4 Examine interactive order processing

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2.1 Mechanics of search engine marketing

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Illustration 1: SEO use by ASDA

(Source: Charlton, 2008)

2.2 Write the copy for a suitable opt-in-email marketing newsletter

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2.4 Effective use of new digital media communities

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3.1 Data collection from secondary market research

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(Source: Lagrosen, 2005)

3.2 Design an online survey

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Table 1: Result of survey

Solve shopping basket problem, Add an email

3.3 Effective use of electronic customer relationship marketing

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Illustration 3: Mobile Apps of Asda

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4.2 Pay per click advertising

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(Source: Michie, 2006)

(Source:Wang and Zhang, 2015)

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