Internet Market (Essay Sample)

Contents TOC \o "1-3" \h \z \u Introduction PAGEREF _Toc411941837 \h 1Task 1: Understand marketing through the internet. PAGEREF _Toc411941838 \h 21.1-Explain the elements of internet marketing PAGEREF _Toc411941839 \h 21.2-Evaluate the internet marketing mix. PAGEREF _Toc411941840 \h 31.3-Compare internet marketing tools – e-tools PAGEREF _Toc411941841 \h 51.4-Examine interactive order processing. PAGEREF _Toc411941842 \h 6Summarized Feedback for Task 1 PAGEREF _Toc411941843 \h 7Task 2: Use the internet for promotion using digital Marketing communications PAGEREF _Toc411941844 \h 72.1- Demonstrate the mechanics of search engine marketing. PAGEREF _Toc411941845 \h 72.2 – Write the copy for a suitable opt-in email marketing newsletter. PAGEREF _Toc411941846 \h 72.3 – Follow guidelines for best practice in online public relations. PAGEREF _Toc411941847 \h 82.4 – Demonstrate how businesses can use new digital media communities, e.g. file-sharing sites. PAGEREF _Toc411941848 \h 9Task 3: Production of a market research to support customer relationship management PAGEREF _Toc411941849 \h 93.1 Conduct secondary market research PAGEREF _Toc411941850 \h 93.2 Design an online survey PAGEREF _Toc411941851 \h 113.3 Demonstrate the use of electronic customer relationship marketing PAGEREF _Toc411941852 \h 12Task 4: Be able to design an internet marketing plan PAGEREF _Toc411941853 \h 134.1 Produce an outline internet marketing plan PAGEREF _Toc411941854 \h 134.2 Create a presentation on pay per click advertising. PAGEREF _Toc411941855 \h 15Conclusion PAGEREF _Toc411941856 \h 15References PAGEREF _Toc411941857 \h 16
Introduction
The current generation has seen an exponential growth in technology with an access to the internet almost exceeding an average of seventy percent of the total population. The internet has, therefore, in the past decades proved to be a very significant tool in the production and marketing; both providing the necessary reference materials for learning a quick and cheap access to potential market targets. The internet has also seen the previously unreachable audience, may be due to geographical location, become a potential new market areas for companies. It is due to these significant reasons that any serious marketing executive would not hide from the fact that an investment in internet access and its resulting effective use for marketing is a tool- so significant that it has the potential to enable a company double its sales target in a year of successful exploitation. In my new capacity as the "e-manager" for "humming hospitality and beauty center”, a medium sized resort with a wide a ray of activities that range from hotel and accommodation services to beauty and skin care services located in Hull city, along the shores of Humber River. For the purpose of advertisements and improvement of its online presence the internet is a very essential and will thus look to see that it cuts out itself as an industry shaker and stand out above other competitors in the hospitality and beauty industry.
Task 1: Understand marketing through the internet.
From the time personal computers became household products, the internet has also continually grown in its significance to the daily functions of people. Most people use the internet as a one-stop shopping and (or) marketing place. A major advantage of the internet is that it offers a platform for both goods and services. "Humming hospitality and beauty center" is looking forward to cut itself as a top class service hospitality and beauty provider. Internet marketing mainly focuses on the use of internet to deliver promotional messages to consumers. This is mainly done through the use of email as a marketing tool, search engine marketing, social media marketing, which exploits the platforms such as Instagram, Facebook and twitter, web banners and mobile advertising. Like any other advertisements, internet marketing will involve the roles of a publisher, the transmission and the target group. It is these avenues that, as "e-manager”, I will seek to exploit to propel "Humming hospitality and beauty center" to greater marketing heights.
1 Explain the elements of internet marketing
The existing marketing trends, have however, not changed much from the traditional marketing techniques. The major variations have been attributed to the concept of changing platform provided by the internet. () The ultimate goal for Internet Marketing for propel "Humming hospitality and beauty center" is to drive traffic to your website, Create repeat and referral business from customers, capture leads and convert those leads into customers. The elements of internet marketing include:
Search engine optimization: Involves optimizing the web content to get a better target of your audience, increase brand visibility and increase the number of hits to the website. This would help "Humming hospitality and beauty center" easily showcase its array of services to the world.
Banner advertising: involves placing a banner that contains information about an organization on carefully selected websites. This will display ads about the target organization regardless of who is accessing the medium website. "Humming hospitality and beauty center" would mainly focus on using this technique especially with the social sites that have a very a large domain of users.
Email Marketing: this is an extremely cost-effective channel in the internet marketing and helps to generate repeat customers. "Humming hospitality and beauty center" would generate a list of potential customers; send periodic newsletters and catalogue that contain vital service information such as offers, special events and other activities. This would help the customers to be updated about the services and also offer an opportunity for referral to new clients (Holmes, 1991).
Content marketing: Good content in platforms such as newsletters, blogs, case studies and white papers are very vital and can help prospective clients get your website on the internet and thus change your website into a lead generating machine. With this, the customer can thus be led into making intelligent purchasing choices. One such method is to create a content and push it to the top of search engines, blogs, and social media. This will make it easily visible to clients.
Social media marketing: This involves the use of social media. Social media has become a very significant tool in the past decade and has been used as an interactive channel between marketers and the customers (Holmes, 1991). To get a favourable ROI from this, the marketing team needs to involve the consumers and engage in a dialogue with the customers via the social media.
2 Evaluate the internet marketing mix.
The process of marketing, through whichever channel-even the internet, involves the significant stages of creating, communicating and delivery of products from thee producers to the consumers. Internet marketing is undeniably of increasing significance to firms in the hospitality sector such as "Humming hospitality and beauty center”. This makes the digital market mix become increasingly complex as a tool that is usable to engage, attract and convert online traffic into sales. This is majorly because it is a very dynamic landscape and thus calls for regular attention from any marketer so as not to be left behind. In evaluation of the internet marketing mix for the hospitality and beauty industry, there are four major elements that need to be analysed: these are;
* Product/services offered
* Place
* Price and,
* Promotion.
These elements are usually utilised by a marketing team to offer satisfactory services to the target market and potential customers. The e-marketing team of "Humming hospitality and beauty center" is using these principles to control and manage the demands of our end users. These principled are considered in all sorts of organizational planning as essential elements used in the evaluation and analysis of strategies that regard products and services, pricing, promotions and placement.
Product and services:
The e- marketing department of "Humming hospitality and beauty center" has in its knowledge bas the facts that products and services demand different strategies. The e- marketing team looks to perform a strategy are formulated on the basis of demand. These strategies are usually influenced by the demand laws from the market. In this light, Humming hospitality and beauty center’s e-marketing team seeks to develop and advertise service packages, especially for the highly demanded services. These packages could include activities and promotional offers such as an all-inclusive service package for a very tenth order of services. This information, if displayed through the internet has potential of attracting customers and keeping them faithfully to achieve the target tenth order.
Place:
The "Humming hospitality and beauty center" boasts of a very serene location along the shores of the Humber River in the North eastern coastal city of Hull. The e-marketing team would therefore, not fail to highlight some very important areas and access channels such as the Trent falls that form the Humber River; the confluence of the tidal rivers Ouse and Trent. From its location, there is an easy an direct access to boundary between the East Riding of Yorkshire, North Lincolnshire and the North East Lincolnshire. These are favourite destinations that we intend to highlight as an asset in our online campaign.
Price:
The e-marketing department will focus on the various service packages and make several services such as online booking available to the customers. This way, it will be easy and direct to convert traffic into sales. The costs of other product and service packages are also made available online and compared with the average industrial market...