Title

Internet Marketing

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Table of Contents
Introduction ............................................................................................................................................ 5
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P1.1 Explain the elements of internet marketing ................................................................................... 6
P1.2 Evaluate the internet marketing mix .............................................................................................. 7
P 1.3 Compare internet marketing tools e-tools ................................................................................. 8
P 1.4 Examine interactive order processing............................................................................................ 8
P2.1 Demonstrate the mechanics of search engine marketing .............................................................. 9
P2.2 Write the copy for a suitable opt-in email marketing newsletter ................................................ 10
P 2.3 Follow guidelines for best practice in online public relations ..................................................... 10
P 2.4 Demonstrate how business can use new digital media communities, e.g. file-sharing sites ...... 11
P3.1 Conduct secondary market research ......................................................................................... 11
P 3.2 Design an online survey ............................................................................................................ 12
P 3.3 Demonstrate the use of electronic customer relationship marketing ..................................... 12
P 4.1 Produce an outline internet marketing plan................................................................................ 13
Conclusion ............................................................................................................................................. 15
References ............................................................................................................................................ 16

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Introduction

Marketing is one of the basic functions of any business organization. To market their
products business organization uses different kinds of techniques. Internet marketing is one
of the most useful techniques in modern technologically advanced business world. Now a
days most of the modern business organizations use internet marketing technique. However
effective marking plan is essential for success internet marketing. Marketing plan includes
the distribution process of the organization. The marketing mix is a holistic plan involving
different aspect of marketing. Internet marketing mix is essential for marketing products in
internet. The main aim of this report is provide brief analysis about different aspects of
internet marketing. To perform this task UKs giant retail chain Tesco has been selected. The
organization is one of pioneer business organization of United Kingdom to start internet
marketing technique.

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Task 1

P1.1 Explain the elements of internet marketing

Internet marketing is one of the most effective way of distributing products and services of
business organization. It is a distribution channel of advertising as well as promoting a brand,
product or service through web, email and digital media to achieve the objective of business
organization. Internet marketing has key elements which are as follows

Create Remarkable Content

Creating content of website is the first step of internet marketing. The content of internet
marketing must be readable for target customers so that they can easily get proper
information about the brand (Baum, 2015). Setting up a blog and website is the easiest way
for business organization especially small business to start their business. The information
provided on internet should be attractive.

Optimize

Optimizing is one of the basic elements of internet marketing. Optimizing the new blog post
or other form of contents for search engines is one of the most important tasks of internet
marketing. Optimization increases possibility of business organization to send the message
regarding their brand toward more people.

Promote

Social media is one of the best ways of promoting brands as social media has been integrated
into everything we do online. Social media channels
like Facebook, Twitter, LinkedIn, Google+, etc are useful source of internet marketing. For
this reason business organization should effectively promote their products in social media.
In addition to this business organization should also promote their products in other forms
internet marketing.

Analyze

Analyzing is one of the important elements of internet marketing. It is the process of getting
and analyzing information regarding the customers of internet marketing (Becherer and
Halstead, 2004). By using different analytics tools such as Google Analytics or HubSpot
business organizations can see who the visitors are and information regarding the visitors. .

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P1.2 Evaluate the internet marketing mix

Marketing mix is a combination of various marketing plans to achieve overall marketing

objective of any business organization. The marketing mix of any products includes the plans
regarding product, price, place and promotion. Internet marketing mix is also the plans
product, price, promotion and place of any product which markets in internet. The internet
marketing mix of Tesco is provided here.

Product

By presenting more variety of products in much more convenient way to the online customers
Tesco get benefited from internet marketing. Tesco presents their products in internet in such
a way so that it allows products selection easier for customer, such as customers do not need
to go one aisle to another to search for their desired products in internet (Berkowitz and
Berkowitz, 1992). Customers can easily see Tescos products in internet and order them from
home for delivery or collection.

Price

Several different prices are offered by Tesco for their products in internet. Tesco uses various
pricing policy for online customers. In addition to this the customers can also clearly know
information regarding products and price of the products. However in the store sometimes it
is not easy to see the exact price of the products.

Place

Internet is one of the best sources of selling product throughout the world and it allows Tesco
to display its products to the customers from around the world. Customers from anywhere of
the world can choose and buy products of Tesco by using internet. In addition to this Tesco
also delivery their products to the customers what the customers has ordered by internet.

Promotion

The most important thing of internet marketing is promotion. Tesco promotes its products by
different media of internet. The promotion of products and services of Tesco is become easier
for the organization because of the internet. The organization promotes its products and
services by using internet and attracts customers by their attractive advertisement
(Tesco.com, 2015).

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P 1.3 Compare internet marketing tools e-tools

Business organization involved in internet marketing uses different kinds of internet

marketing tools. These kinds of tools are essential to promoting products of business
organization trough internet. There are different types of internet marketing tool such as
website, online newspaper, social media, YouTube and many other types of media. .

Digital radio is used in reference to the net for whole - building and direct response.
Web/Internet radio that has broadcast via net are owed from everywhere the planet via web.
Its additionally digitally broadcast and to listening it individuals want a code like windows
media player or real media (Brindley, 1999).

Mobile devices are wide used for electronic messaging that provides new possibilities for
advertising and site - based mostly services. The ability of browsing through WAP, and
transmission through 3G, can rival the net and iDTV channels. Through sensible mobile
device individuals will use apps and browse and looking from anyplace within the world. Its
the most recent generation of net promoting tools.

Interactive self-service kiosks are a laptop device, wherever individuals will browse, obtain
the product and services and additionally build the payment for it. The shoppers will get
additionally info of product and services. Those might be placed anyplace that might invite
passing customers. An example of interactive closet is self-service pass or ticketing system
that might be seen in flying field or railroad station (Chaffey, 2000).

Tesco provided its digital promoting wide through 3G and 4G transmission like app for
mobile device, wherever customers will simply browse from their mobile device Tescos
product and choose them and pay them firmly. Through the app and instant message Tesco
will send its special provide, price cutting and varied promotional offers to the shoppers.

P 1.4 Examine interactive order processing

Interactive Order process is basic for e -commerce so as to be conferred on-line businesses to

customers authentic brands, simple services; sensible purpose of e-commerce organized the
full method with specific order.

Interactive order process could be a vital a part of net selling because once client browse and
choose any product, they have to form the payment to shop for the product, that ought to be
secure methodology for them. Once client do the payment on-line they have to supply thier
credit or debit card details which may not be safe perpetually. they are doing not recognize if
they receive the product, that they procured or is also the third party will misuse the
cardboard whereas they need the cardboard details etc. thus all the on-line merchant have to
be compelled to offer a secure and guaranteed online payment methodology that decision
payment entryway(Cox and Koelzer, 2004). Its a code that is integrated with on-line
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merchant web site to finish all the group action firmly by providing customers knowledge
with the service supplier like VISA, MasterCard, Yankee categorical, PayPal, etc. Those
service suppliers conjointly offer a refund guarantee to customers against any fallacious
activity sure time. Once any merchant has such reasonably facility it known as MasterCard
businessperson. Its difficult to be a businessperson for each merchant. They have to own a
decent credit report and as an organization they have to own authorised from FSA or FCA.

Task 2
P2.1 Demonstrate the mechanics of search engine marketing

Optimization of search engine is one amongst the ways that of on-line selling technique, that
contribute to promoting the web sites to increasing the traffic and viewers by online looking
result like Google. Several of the supplier offers to the companies to shop for the ads that are
typically seem at the highest and or right aspect of the program result (Ford and Saren, 2001).
Organisations that pay higher fee seem within the high of the result list with a symptom of
Ad. Different organisations World Health Organization doesnt pay however seem within
the list known as organic list.

Mainly there are 3 program selling technique for associate organisation to look in looking
results:

1. search engine optimisation (SEO); SEO involves to induce the best ranking position within
the organic list of program results once the user write the keywords or key phrase for looking
menu. for instance Tesco

2. Pay per click (PPC); may be a paid advertising that come back high of the list World
Health Organization is in agreement to pay additional however they have to pay as long as
user click that webpage (Goi, 2009).

3. Trusted feed; that's if the corporate features a sure link with a notable organisation than it'll
seem for high search list.

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P2.2 Write the copy for a suitable opt-in email marketing newsletter

Mr. Sydney Carton

278, Eastern Avenue

London

sydneycarton@gmail.com

Christmas Day Online Special Offer

Dear Mr. Carton

We are pleased to inform you that an online special offer is made by us to all our valued
customers. Customers can enjoy special by entering into our website. The special offer is
only available for Christmas. You are requested not to hesitate to contact with us if you have
any query.

Sincerely

Charles Darnay

Tesco Online Sales Team

P 2.3 Follow guidelines for best practice in online public relations

Public relation means that the management of name the planned and sustained effort to
ascertain and maintain goodwill and sympathy between an organisation and its publics.

Another media of communication channel like Face Book; Twitter; LinkedIn; You Tube; etc,
that produce a lot of traffic within the organisations webpage, straightforward to succeed in
from anyplace of the planet, value effective, effectiveness, a lot of opportunities, etc (Juon,
Greiling and Buerkle, 2011).

It may produce massive no of criticism through the social media that may not respond 100
percent properly. it'd not reach the peoples, who don't use on-line communication technology.
Tesco will numerous ways in which on-line public relations like Face Book, Twitter and
different method of support. One public relation example is as follows, that we will confer in
face book:
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P 2.4 Demonstrate how business can use new digital media
communities, e.g. file-sharing sites

Graphics; audio; video are the digital media contents that's encoded and machine readable
and it may be transmitted through web and/or electronic network. Social digital media is that
the on-line channel wherever individuals will share and exchange their digital content like
text; graphics; audio; video. Face book; Google Plus, Twitter, LinkedIn and instagram etc are
some of the examples of social media which are also an important form of digital media
(Kotler, 2000).

Businesses are currently promoting and increasing via such quite social network, particularly
tiny businesses. for instance following Tescos face book, we will see their current
advertising, their followers by likes, comments, shares etc. this manner they will expand their
network and followers can get latest provide.

Task 3

P3.1 Conduct secondary market research

Secondary research is an existing analysis or survey that has been done by different person or
organization and revealed. Tesco is a eminent retail store chain in United Kingdom. to boost
their service and product and achieve success they have to hold out continuously some
secondary research beside primary research (Ryan, 2004).

It is simple for Tesco to induce secondary analysis of information from on-line to review the
market state of affairs as an example from Government and/or economic report they'll see the
forecast financial progress or inflation for returning year, so that they will arrange their
business consequently. Another example for textile fashion market, they'll review the report
of assorted textile fashion before coming up with their own fashion trend.

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P 3.2 Design an online survey

Primary analysis is a survey that's conducted by the organisation themselves to ascertain their
position on the market, or for a replacement product etc. Tesco will do primary analysis
varied approach like asking question customers future, over the phone, on-line survey etc. on-
line survey is one amongst the simple and price effective strategies. Tesco will simply do the
net survey for his or her online customers feedback for his or her merchandise and services.
The subsequent is associate degree example of a web client feedback survey that Tesco might
use. To design a online service managers of business organization should constitute a team
for making the survey. The survey team will make an appropriate plan to make the survey to
meet the need of the organization. After designing the plan for survey the survey team will
decide about the appropriate method for survey. After Deciding about the appropriate survey
team will conduct survey (Sheth, Eshghi and Krishnan, 2001). After collecting information
by survey the survey team will analyze the information and take decision on the basis of the
information.

P 3.3 Demonstrate the use of electronic customer relationship

marketing

Electronic customer relationship management is the means for business organization to

collect the data of their individual customers like what reasonably product they get, what
proportion pay, what's their favourite food etc by victimization onerous and computer code
for instance, Tesco Club card.

Tesco lunched its loyalty card in 1995 nationwide. After one year Tesco will became best
grocery store within the Britain. The club card was an example of rapid success for Tesco.
Currently Tesco has a lot of twenty seven million club card holder outside the United
Kingdom (Kotler and Armstrong, 2006). This theme offers one purpose per 1 spends on
product. They need information for the cardholder and that they understand their
transactional behaviour. Tesco typically collected data from its client like what they were
getting and turned it into profitable data. It offers personal discounts and rewards. According
the Sir Terry Leahy, chief govt of Tesco from 1997 to 2011, the introduction of the Tesco
Club card is that the single most important consider the success of the corporate.

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Task 4
P 4.1 Produce an outline internet marketing plan.

A market plan begins with the identification of specific client desires and the way the firm
intends to fulfil they whereas generating a suitable level of come back. It usually includes
analysis of the present market scenario and elaborates action programs, budgets, sales
forecasts, strategies, and projected monetary statements.

There are several way to create a plan of marketing. One vital method is SOSTAC planning
model developed by PR Smith, in 1990. SOSTAC planning includes situation analysis,
objectives, strategy, tactics, actions and controls.

To create a promoting plan by Tesco with SOSTAC model, they have to conduct a situation
analysis. As Tesco conduct scenario analysis, they have think about macro surroundings like
political, economical problems similarly as they have to contemplate small surroundings like
workers, customers, suppliers problems.

After scenario analysis, Tesco have to be compelled to set some objectives that they'll reach
or live over a particular amount of your time. Like on-line sell, with it they'll increase their
sell during a wider space, wherever no Tesco store is obtainable. they'll conjointly do higher
service with home delivery and communicate over e-mail, on-line chat or weekly news letter,
which is able to value effective for Tesco and customers can simply get the special supply to
pick their needed product and conjointly order on-line for home delivery or assortment from
nearest store. they'll conjointly extend their whole on-line by victimisation apps (Kotler and
Armstrong, 2006).

After setup objectives Tesco have to be compelled to suppose some strategy to succeed in
their objectives. they'll follow the guide of Timothy e. e. Cummings well-known military
ways to e-marketing like surround and cut-off, for instance by bulk shopping for Tesco will
split their milk value compare to different little organisations.

Tactics are smaller a part of strategy however facilitate to attain the objectives. for instance
Tesco wish to extend the sell, which could be use tactically net link with pay per click ads,
opt-in e-mails, kiosk, iDTV, social media or offline in purchase receipt like if anybody pay
specific amount of cash they'll get a reduction within the next purchase.

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Actions are the activities to attain the target. In promoting, actions are cash, force and minute
(time). to attain the target during a sure amount of your time, Tesco will create Associate in
Nursing action-plan, wherever they pay specific amount of cash and involve some force to
ascertain insure interval, whether or not the duty has been done or not and maintain the logs
of action-plan.

Control suggests that organisation eg. Tesco have to be compelled to check their success or
failure of the campaign before too late. they'll use some tools to observe and live the results
of guests, duration, enquiry, sells etc.

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Conclusion

Internet marketing is one of the most useful marketing techniques in modern competitive
business world. It is the process of distributing products of business organization via using
internet. Tesco is one of the top business organizations of United Kingdom. The organization
uses different techniques of internet marketing for distributing their products. The marketing
mix of any products includes the plans regarding product, price, place and promotion.
Internet marketing mix is also the plans product, price, promotion and place of any product
which markets in internet. A market plan begins with the identification of specific client
desires and the way the firm intends to fulfil they whereas generating a suitable level of come
back. It usually includes analysis of the present market scenario and elaborates action
programs, budgets, sales forecasts, strategies, and projected monetary statements.

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