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Table of Contents
Introduction............................................................................................................... 2
Task 1....................................................................................................................... 3
1.1 Explain the elements of internet marketing.................................................................3
1.2 evaluate the internet marketing mix..........................................................................5
1.3 compare internet marketing tools (e-tools)..................................................................8
1.4 examine interactive order processing.......................................................................11
Task 2..................................................................................................................... 13
2.1 demonstrate the mechanics of search engine marketing................................................13
2.2 Write the copy for a suitable opt-in email marketing....................................................14
2.3 Follow guidelines for best practice in online public relations.........................................15
2.4 Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites...15
Task 3..................................................................................................................... 17
3.1 Conduct secondary market research........................................................................17
3.2 Design an online survey....................................................................................... 18
Market research to support customer relationship management..............................................18
3.3 Demonstrate the use of electronic customer relationship marketing.................................18
Task 4..................................................................................................................... 21
4.1 Produce an outline internet marketing plan...............................................................21
4.2 Create a presentation on pay per click advertising.......................................................22
References............................................................................................................... 24

Introduction
Internet marketing is the use of web and emails to drive direct sales via electronic commerce
as a form of advertising and marketing effort. Internet marketing can be categorised into; web
marketing, email marketing and social media marketing. Web marketing involves ecommerce, affiliate, promotional websites and advertising done on search engines. Email
marketing will involve advertising and promotional marketing efforts via e-mail messages to
customers. Social media marketing involves marketing and advertising via social networking
sites (Beal, 2015).
Diagram 1: the diagram below indicates some of the activities involved in internet
marketing.

http://www.slinkysearch.com.au/wp-content/uploads/2003/09/internet-marketing4.jpg.

Task 1
1.1 Explain the elements of internet marketing
There are many tactics that are involved with internet marketing but it is the work of the
marketing manager to figure out what tactic works best for their business. They have to put in
mind that the main purpose for internet marketing is to drive traffic to your website, capture
leads, convert them to customers and create referral and repeat business from the customers
(Bullsprig, 2012). Discussed below are the elements involved in internet marketing to ensure
that the business registers positive results.

Design

The business should be focused in designing a user focused website that is able to
communicate to the customers directly on the kind of business you are involved in. the
success of the business will depend on the website and therefore it should be well developed
to catch the attention of the customers and be able to win their trust and convert them into
paying customers (Bullsprig, 2012).

Strategic content

The content in your website should have a clear indication of how the customers will be able
to do business with you and have well defined tasks for the customer to follow. For example
download a document or click a link (Bullsprig, 2012).

Give things away

The website should be able to freely tell the people what the business does and what problems
they solve. This way the customers are able to understand the business much better and in
return win their trust and increase sales. Although the marketing manager should give out

information they should be very careful and ensure that the information does not confuse the
customers by making it simple (Bullsprig, 2012).

Each your visitors

Selling online is about educating your prospect customers and helps them visualize
themselves using the products and services you are offering. Help the customer understand
and deliver value to them (Bullsprig, 2012).

SEO

Search engine optimization is hard to achieve but internet marketing managers should ensure
that they target the audience, increase brand visibility and increase website hits. SEO also
involves the constant review of the website and analysing competitors websites so that they
can be able to keep up with the changes in the industry (Bullsprig, 2012).

Find out what works

This can be realized by creating an excellent marketing strategy that is well executed and that
has long term goals (Bullsprig, 2012).

Expand your circle

The main goal is to expand the sphere of your business by bringing in more potential
customers. This can be achieved through social media marketing and requires time and a lot
of dedication (Bullsprig, 2012).

Diagram 2: the diagram below shows the elements of internet marketing.

http://www.seoarchitech.com/Site/images/internet-marketing-success1.gif.
1.2 evaluate the internet marketing mix
The marketing mix comprises of four major aspects that are used to satisfy the target market
and potential customer so that individuals and groups can satisfy their needs and wants

through creating and exchanging valued products; these aspects are: price, product, place and
promotion.

Products

The products and services that the business in involved in should be able to meet the
customers needs and wants. The strategies should be related to the kind of products and
services that the company is offering and they are mostly influenced by the customers demand
and therefore the quality and the quantity of the product is formulated on the demand. Every
business should design its strategies based on the products and services they offer and the aim
should be meeting customer needs and wants and ensuring satisfaction.

Place

This is the location where the products and services are placed so that the users can access
them. This can be physical locations or online marketing sites. Placing should be done in
relation to the user of a particular product or service and they should be in a place where they
are easily accessed this will include stores or websites. For online marketing the placing is
done on websites and social media platforms which should be easy to access and use by the
users.

Price

This is the price the consumer is willing to pay for the products and the charges of the seller.
Using online marketing, research about prices of particular goods and services should be
thoroughly conducted so as to ensure that the business remains competitive in the market. The
company should have variety of goods advertised on their website and they should have
something for everyone in different prices according to quality and affordability. Marketing

managers should carry out constant review of the prices in the market and ensure that they are
in line with other businesses.

Promotion

This is the major method of communication used by online marketers and the way the website
is designed is a major boost to promotion of products and services that the business offers. To
ensure that the promotion is well organized, marketing managers should have clear photos of
the products and fair prices plus a variety of products for consumers to choose from. The
brand of the products and services also plays a major role in promotion. The cos of promoting
goods might be high but the same will reflect on the sales. For online marketing the design of
the website is the key determinant as it is the communicating platform between the customers
and the sellers.
Diagram 3: the marketing mix

http://www.webfitter.com/images/company/marketing-mix.png.

1.3 compare internet marketing tools (e-tools)

Internet marketing tools are what keep the website more interactive with the customers, they
should be chosen according to the kind of business. E-tools are mean to help save time in by
providing content ideas, help judge success, provide more marketing channels, improve the
search engine, eliminate reliance on third party companies, reduce marketing expenditure,
involve more people in the business marketing publishing and reduce reliance on the IT
providers or department (bNetCentric ltd, 2011).
Different criterias are used to choose the right e-tools for the business but the following
mainly apply:

Easy to use
Relationship builder
Quick online campaign tracking capabilities
Professional email marketing templates
Cost effective

Some of the must have e-tools for marketing are;

Keyword checker

A keyword is what the customer types into google to conduct search, the keyword analyser
will help you realize the strength of the business keyword compared to the competitors and
how fast it can be found if a search related to the business in conducted.

Measuring visitation to the website

This tools will help track how your site is performing and helps provide a before or after
snapshot of every new marketing initiative tried online and give a feedback of what is
working and what is not (web prophets Pty Ltd, 20008).

Search engine rating

This tool helps know how the business is performing on a variety of search engines for the
business key word. It helps monitor any search engine optimisation done on the website (web
prophets Pty Ltd, 20008).

Finding website pages using search engine

This tool will help list all the website pages and index them using XML sitemap and gives a
running count of pages and text-based URL list (web prophets Pty Ltd, 20008).

Site advertisement

An example is Google ADwords which provides promotional listing on Google and are pay
per click basis. The trick is to find the right keyword that is not commonly used by similar
businesses and lower the pay per click limit (web prophets Pty Ltd, 20008).

Affiliate networks

Affiliate marketing provides comprehensive management and use of other e-marketing tools
that combine with technology that allow you to take full control of the programs that rapidly
grows with minimal or no supervision at all. An example is clixGalore (web prophets Pty Ltd,
20008..

Online customer support

The purchasing process online needs support being given to the customer and this can be
through live chats, email management, click to talk and self-service technology. An example
is the live chat pages that pop up while doing online writing and they answer any questions
the user has immediately without waiting unlike using emails (web prophets Pty Ltd, 20008).

Social media platforms

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These platforms are a great way of promoting the business and sharing ideas in the present
times because they easy to access and widely used. Examples include; Facebook, twitter,
LinkedIn, gtalk etc.

Diagram 4: some of the social media platform tools

https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcRH9eZm2g4t8ggkj_Xev_G1mYMhWY1jXv33v1FKuusA8cATOGv0g.
Diagram 5: tactics that use e-tools and their outcomes

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http://images.flatworldknowledge.com/quirk/quirk-fig18_006.jpg.
1.4 examine interactive order processing
According to Ingram, interactive order processing system captures customers data from the
customer service or the customers themselves, stores the data and then sends the information
to the seller, shipping department or any other required area (2015). The interactive process
involves selecting the right product as one of the key factors. The process also involves cretin
a personal profile for the business with sense about the customer demand, buying standards
and product value. There is need to estimate brand awareness. The process will allow
potential customers to browse for products and services online from the website, make a
decision on what to buy and place an order, and then the goods are delivered to the customers
(Plague, 2012). The interactive internet marketing process is fact, reliable, secure and
efficient.
Diagram 6: the internet interactive process

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https://onlinemarketingbest.files.wordpress.com/2012/05/purchase-funnel-and-ways-toimprove-online-experience.jpg?w=300&h=178.

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Task 2
2.1 demonstrate the mechanics of search engine marketing
Search engine marketing is internet marketing that involves the promotion of websites by
increasing their visibility in the search engine result pages using the key word, for example in
the google page. It can include local online marketing as well as global marketing. The
mechanics used for search engine marketing will include both pay per click and SEO. This
can be done through Google, yahoo and Bing for both B2B and B2C business relationships
(lander blog, 2013).

Mechanics of PPC campaign

After choosing how and where to advertise your business it is good to know how it will work
for you. The most common advertising is pay per click. This is a method used to direct traffic
to the websites and the advertiser pay the publisher when the ad is clicked (lander blog, 2013).

SEO mechanics

This is the practice of optimizing the website to be found in organic search results on search
engine. Todays tactic of being found through the search engine has more to do with amazing
online storytelling than anything else. This is a straight forward and honest way that needs
people to produce content that people are interest in so that it can be shared (lander blog,
2013).

Mechanics of google places

This involves establishing a place on google maps and how to direct visitors who are looking
for your type of business (lander blog, 2013).

Where to advertise

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Advertising the business is what gives you the numbers when it comes to customers it is
therefore the duty of the marketing manager and he team to advertise the business using the
best and most accessed site. This will cost a fortune but the reward is equally worth it (lander
blog, 2013).

Marketing goal

The number one goal is to drive sales of the business products and services. Other goals will
include; increasing brand awareness, drive subscribers to the mailing list and to gain followers
on the social media. The bottom line of these goals is to increase sales. Before all the other
mechanics are considered there is the need to understand the target audience that the business
will work with because it is the determining factor of how the other mechanics will be
implemented. The audience should have somethings in common that link them to the business
(lander blog, 2013).
2.2 Write the copy for a suitable opt-in email marketing newsletter

INTERCONNECT
Improving online communication

Taking marketing to a
digital level
Volume 1, Issue 1, Date

No business without communication

At interconnect we ensure that we provide you with the best way
of communicating and passing information to a thousand
employees and consumers at an instant and fast.999

More Details

Lets go digital
Communication the old way hinders a lot of development but here
at interconnect we ensure that we give you the required solution
to help stay at the top of the game through online marketing and

Communication for a better

connection

Previous issues

Year 2014

bulk email communication.

Year 2013
Year 2012
Year 2011

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2.3 Follow guidelines for best practice in online public relations

Public relation practitioners should make themselves aware of the legal considerations that are
related to legal jurisdiction while engaging with social media. Best practice in online relation
involves the act of managing communication between an organization and the stakeholders
aimed at maintaining a positive image (Demand metric, 2008). PR is different from
advertising and the differences are indicated in the table below.
Public Relations
Free Placement
Slant from journalist
Creates Credibility
Only mentioned in a story
Viewed more objectively
Takes time, and no guarantees

Advertising
Paid Placements
Full Creative Control
Creates Visibility
Obvious to consumers
Will run when you pay for it
Simple, if you have budget

Best PR practices will revolve around evaluation of target audience, determine the source of
the information reaching the customers, build media source list for each segment, review
media sources and identify journalist, evaluate delivery and distribution options, decide
appropriate time delivery, select the right PR tools, monitoring coverage and social media and
lastly measuring the results. PR can be an inexpensive addition to the market mix (Demand
metric, 2008).
2.4 Demonstrate how businesses can use new digital media communities, e.g. file-sharing
sites
New media are websites and other digital communication and information channels in which
active consumers engage in behaviour that can be consumed by others (Hennig-Thurau et.al,
2010). The benefit that comes with the use of digital characters is that there are virtually no
marginal costs involved in producing extra copies. Businesses can use social media site for
mobile marketing, live-casting, photo, and video and file sharing. They can also be used in

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creating the word about the company and help create a brand name (Rafter & Folino, 2010).
They also have the ability to go viral faster and are a potential tool for communication
between the management and the employees; customers and potential customers. Webcasting
is another form of sharing video files across the networks and to many simultaneous viewers
at once. Using new digital media will help businesses be able to show how to use their
products, extend your base, entertain the customers and provide unique services. File sharing
using new digital media is quick, efficient, safe and cheaper.

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Task 3
3.1 Conduct secondary market research
Secondary market research is based on data that is derived from already existing records. It is
easy to find cheap but the problem is that it is not customized to specific needs. Sabalink
communications limited is a company the deals mainly with installation of security devices on
motor vehicles. The company started and got most of its data from the banks database on the
number of vehicles they fit with security devices in a year and the amount involved. The
company using the findings from different banks found out that they would be advantaged to
start a company that deals with the security devices and since the information they got
indicated that many people buy cars with loans from the banks and therefore the bank needs
to have a way of retrieving their car if the customers defaults in the loan payment. Sabalink
decided to strike a deal with various banks and be able to fit tracking devices on any vehicle
that is purchased on loan. They also got reliable information on the types of gadgets that had
to be fit on the vehicles and the once that had issues or were known for developing faults. The
company then made a decision to import the best tracking devices to stay in the lead for the
competitors were also willing to give the same services. The secondary market research was
mainly found in the competitors websites on the kind of devices and the customers they
provide their services to. A company that uses secondary research market is taking the risk of
basing their success on other peoples success and expecting much. The data that they get
from other sources could have some problem and therefore it might reflect on their business.
Sabalink started its business on a high note based on the secondary marketing research
because they were able to get all the information they required for the same organization.

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3.2 Design an online survey

Online survey contributes to the effectiveness of the business gauging customer satisfaction or
measure the impact of the marketing strategies being used in an organization.
Market research to support customer relationship management
What kind of marketing research data is important for finding out how effective CRM is?
Which market research supports CRM?
What is marketing research?
What is CRM?
How does marketing research support CRM?
How has marketing research impacted business at Sabalink Company?

3.3 Demonstrate the use of electronic customer relationship marketing

According to MBA&COMPANY electronic customer relationship marketing is a concept that
emerged from e-commerce and involve electronic means of communication in the
organization and with their customers. Electronic customer relationship is about creating a
relationship with targeted audience in a business. This form of relationship uses E-CRM, for
example the use of websites that have windows where the client can interact with the
organization to make sure that they are given the services or products they want. Websites
marketing enables the seller to send mails constantly to the customers so that they are aware
of the new products and services in market. If the customer trusts the company then they can

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do business online which is very fast and reliable because the website has all the detail the
customer needs and in case they need anything clarified it is very possible (2014).

http://wps.pearsoned.co.uk/wps/media/objects/13897/14231103/tutorial_images/Exh_T11.jpg.
E-CRM uses a lot of methods to interact with the customers; emails, sms, web touch points,
pop ups and call centres. This is the key for business to succeed by helping reduce cost of
marketing, improve accuracy and customer satisfaction and increase customer frequency. This
will include faster and more informed decision making (Janeneh, 2011).

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Customers relationship marketing will be based on retaining the present customers and being
able to grow the market by finding new once. The relationship is build using online business
communication services.

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Task 4
4.1 Produce an outline internet marketing plan

Customers/ target audience

My customers will mainly comprise of the busy office people who do not have time to step
out of the office and go shopping. The only day they are home is on weekend and most stores
are closed leaving them with minimal selection. If we target them in the online research
marketing we will be able to be in business and at the same times solve their problem. They
should be earning a good income to be able to purchase the quality branded products that the
business has. The customer should be in a position to buy good constantly as the business will
keep on changing by bringing in more good s that are trending in the market; customers who
buy products constantly help the seller avoid dead stock which is most of the time sold a
lower price because of the change in what is trending and buy the products for personal use or
as a gift but be willing to give feedbacks on how the product or service is performing in the
market.

Choosing the target

The mode of advertising that the company use is social Medias because most of its customer
has access to different social media platform from home and work places and they have the
right education level to be able to use the search engines. The company is aimed at creating
traffic and should therefore choose an advertising platform that will help achieve this
(Polman, 2015).what follows after this ids deciding on the appropriate market mix that will
help reduce the costs, agree on a budget that prevents the costs from being too high than
expected. Identify the tactics for implementing the selected digital marketing activities and

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cove external and internal non-marketing activities. The last thing that helps determine
whether the business is making profits or losses is measuring success (Coetzee, 2011).
4.2 Create a presentation on pay per click advertising
Pay per click advertising will involve the cost the advertisement generates on advertising site
and it is paid to the site owner.
The diagram below shows the process involved in creating a pay per click advertising

http://etkenterprises.com/wp-content/uploads/2015/03/Pay-per-click-advertising1.gif.
The business first creates a keyword that is not used by many businesses raises the interest of
the customers. They then create ads that will be placed on different leading advertising sites,
and then set up an account which is installed and tested. The business then launches campaign
to market its new products online and they aim at increasing traffic and capturing a certain
target group. They get tools to help monitor how the new product launch is performing in the
market by analysing the customers feedbacks. The website owner then calculated the traffic
generated by the number of people who clicked on the keyword and they are able to pay. This
is a win-win situation where both parties gain.

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Creating a pay per click advertising should be placed on a web page that has a colourful
theme that is related to the products and services the business is providing. They can be
placed in a pop up manner where they show up as the user is using the page and the message
should be eye catching to the user so that they can be interested in finding out more about the
advert. The pay per click advertisement can be placed in the form of a video that has
education or training material on the way to use the product that the company offers. This way
the customers are able to understand the product better and be more interested. Using clear
original photos will also make the customer be more interested and also the use of live
speeches by persons who have used the products earlier and have had encouraging positive
results.

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References
Beal, V. (2015). Internet marketing [Web log post]. Retrieved from
http://www.webopedia.com.
Bullsprig. (2012). Web Design and Online Marketing Products that Help You Succeed |
Bullsprig. Retrieved from http://bullsprig.com.
Coetzee, D. (2011). Digital Marketing Planing Process [Web log post]. Retrieved from
http://www.xtmotion.co.uk.
Demand metric. (2008, July 23). Public Relations Best Practices [Web log post]. Retrieved
from http://blog.demandmetric.com.
E-Business. (2011, April 28). Electronic Customer Relationship Management (E-CRM) [Web
log post]. Retrieved from http://bu266.blogspot.com.
Folino, L., & Rafter, M. V. (2010). How to Use Multimedia for Business Marketing Your
guide to using photo sharing, video, podcast, mobile marketing, and other types of
multimedia to broaden your company's reach and introduce new marketing
techniques. Retrieved from http://www.inc.com.
Ingram, D. (2015). What Is the Definition of Order Processing Systems? Retrieved from
http://smallbusiness.chron.com.
Lander blogs. (2013, March 20). Search Engine Marketing Guide for Small Businesses [Web
log post]. Retrieved from http://blog.landerapp.com.
MBA & Company. (2014). ELECTRONIC CUSTOMER RELATIONSHIP MARKETING
[Web log post]. Retrieved from blog.mbaco.com.
Plague, I. (2012, May 11). BUSINESS 24 H ONLINE | E commerce & digital marketing:
Interactive Order Processing [Web log post]. Retrieved from
https://onlinemarketingbest.wordpress.com.

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Polman, P. (2015). A 5 Step Internet Marketing Plan That's Affordable and Effective [Web
log post]. Retrieved from http://sbinfocanada.about.com.
UK essays. (2015). Evaluation Of Marketing Mix Principles Marketing Essay. Retrieved
from http://www.ukessays.com.
Web prophets Pty Ltd. (2008). 'Must Have' Emarketing Tools. Retrieved from
http://www.10webtips.com.

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