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

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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 TOLL-FREE NO: +44 2038681671 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: www.instantassignmenthelp.com GET UK ASSIGNMENTS AT BEST PRICE TO SCORE TOP GRADES IN ACADEMICS

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.

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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).

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

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 TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324

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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).

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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 TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324

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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 eCommera’s 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 TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324

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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

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

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?

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---------------------------------------------------------------------------------------------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 TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324

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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.

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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: TOLL-FREE NO: +44 2038681671 WHATSAPP NO: +44 7999903324

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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 TOLL-FREE NO: +44 2038681671 EMAIL: help@instantassignmenthelp.com WHATSAPP NO: +44 7999903324 WEBSITE: www.instantassignmenthelp.com GET UK ASSIGNMENTS AT BEST PRICE TO SCORE TOP GRADES IN ACADEMICS

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.

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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

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Asda

can

do

better

online.

[Online].

Available

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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 â&#x20AC;&#x2DC;unprecedented distress. [Online]. Available Through: <http://internetretailing.net/2014/11/asda-continues-tofocus-on-online-and-low-prices-in-market-of-unprecedented-distress/>. [Accessed on: 16 May 2015].

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