internet marketing: best tool to promote business

Internet Marketing

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Table of ContentsIntroduction..........................................................................................................................................3Task 1....................................................................................................................................................3

1.1 Elements of Internet marketing..................................................................................................31.2 Evaluate the internet Marketing Mix.........................................................................................41.3 Internet Marketing Tools............................................................................................................51.4 Examine interactive order processing........................................................................................5

Task 2....................................................................................................................................................62.1 Mechanics of search engine marketing......................................................................................62.2 Write the copy for a suitable opt-in-email marketing newsletter...............................................62.3 Guideline for maintaining online public relations.....................................................................62.4 Effective use of new digital media communities.......................................................................7

TASK 3.................................................................................................................................................73.1 Data collection from secondary market research.......................................................................73.2 Design an online survey ............................................................................................................83.3 Effective use of electronic customer relationship marketing...................................................104.1 Internet marketing plan............................................................................................................114.2 Pay per click advertising..........................................................................................................12

Conclusion .........................................................................................................................................13References..........................................................................................................................................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.

(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).



Illustration 1: SEO use by ASDA


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

services

About Us Investor relationship Contact Tesco

Vision Mission

and Value

ASDA Newsletter Print

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

Case studies

Newsletter of ASDA plc is available at www.gmb-southern.org.uk/

ASDA

company Store

CONNECTIONS EDITOR

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 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




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.

(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



Il

lustration 2: Product segmentation


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

products and services offer by firm using

Internet and website (Yoo and Donthu, 2015)

Satisfied (55%)

Satisfied with the behaviour of staff-members

and their services at workplace

Satisfied (45%) and still improvement required.

Major factors encouraging customers to use

online medium for purchasing products using

website of Asda.

Variety of products check and buy at a single

time (60%) and 24/7 Availability and Flexibility

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:




(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.

(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 attractTOLL-FREE NO: +44 2038681671 EMAIL: [email protected] NO: +44 7999903324 WEBSITE: www.instantassignmenthelp.com


I

llustration 4: Framework for PPC

I

llustration 5: Design of PPC model


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].


