Internet marketing comprehends all the activities a business conducts via the worldwide web with the aim of attracting new business, retaining current business and developing its brand identity with increased market share.
As a newly appointed marketing manager for any of your chosen company, you are required to research and design an internet marketing plan by drawing up all the steps involved.
Elements of Internet Marketing
Tesco, the largest food retailer in UK operate around 2315 stores globally and encompasses 1800 stores throughout UK. Tesco.com is the wholly owned subsidiary that offers absolute online services by using Tesco.net and Tescodirect.com. Tesco.com offers successful online grocery shopping service worldwide. The company is in continuous process to make technological advancements with intention to streamline its services and extend opportunities for customers through online access of customers. Tesco expand and diversify its online product portfolio by offering DVD, search marketing through search engine optimization, pay per click, media alert services, blogs and articles, portal representations and community posts. Social media network is the key element to conduct online marketing by Tesco. Facebook, Twitter, Youtube, Linkedin utilized by Tesco to implement its marketing strategies to reach a large group of consumers worldwide (Akhter, 2015).
Tesco conduct its online marketing through online advertising, personal selling through direct e-mail, sales promotion, PR and sponsorship. Moreover, internet marketing plays an essential in creating brand value through the spread of electronic word of mouth. Consumers participating in online discussion forums and social media community interact ideas and after sales experiences. By this, they share valuable comments and word of mouth across consumers worldwide (Qeisi and Abdallah, 2013).
Evaluation of Internet marketing mix
The internet marketing mix of Tesco is considered by digital technologies. The four P’s of marketing mix in context of digital technology are considered in details below:
Product-Tesco make use of internet and Tesco.com to engage customers .It helps the company to develop virtual products, which are then personalize and customized proeperly. Consumers can retrieve information through online search and obtain complete information before purchase. The online discussion forum by Tesco.com support after sales services directly through e-mail or indirectly by implementation of complains management forums or FAQ (Annunziata and Vecchio,2013).
Price- E-marketing by Tesco.com helps to reduce the asymmetries of information and allow its consumers in order to make a comparison between the prices (such as social media networks, blogs, PR) allows the customers to make tailored and automatic comparison of product features and prices. Moreover, the consequent reduction in profit margin gives rise to dangerous price competitions (Auster and Michaud, 2013).
Place-The contribution of online business enable the leading food brand Tesco to reach extensive customers across the globe and build relationship with them. Physical place becomes virtual and considers aspects of transactions that are intangible. The process of online product selling offers consumers across the globe to shop at the ease of their home. Interactive system of internet allows digital customers relationship management (e-CRM) by efficient gathering of data through user’s registration on company’s webpage and online purchase data of each customer (Berisha,2013).
Promotion- Tesco Plc offers mobile platform and tailored online offers for the convenience of consumers as a promotion. Tesco developed dotcom stores designed to serve increasing demand of customers with extensive food range. Clubcard is a significant promotional offer that customize product offering respective to the specific needs of customers through sharing of past shopping experience and personalized marketing. Loyalty programs, contests, coupons are promotional activities to directly reach customers and influence their purchase behavior (Cario, 2013).
Comparison of internet marketing tools
The traditional marketing involves the selling the products through face to face interaction, magazines etc. The innovation of the new online marketing techniques helps in the creation of the new practices, which will help the retailers in promoting their products. The good strategies of the internet marketing will help in the improvement of the selling procedures. With the help of the online marketing, the customers can be able to know about the various discounts and the procedures and on the other hand, it helps in the creation of the customer satisfaction. With the help of this, the customer can be able to make a difference among the online offers, discounts with the discounts that have been offered in the stores. By this way, the customers can also be aware of the different types of the products available in the online marketing (Colomo et al. 2012).
The research studies show that the digital marketing have been used by the management of Tesco and with the help of this, they can be able to launch the new products in the market. The main competitors of Tesco are ASDA and Sainsbury and in this case, they used the digital media with the better outcome (Eid, 2012).
Examination of interactive order processing
Interactive order processing is one kind of presenting the products and their brands to the customers. In this case , the selection of the product and the brand of the product which they will publish in the online marketing portal is one of the essential factor that the management like Tesco need to consider the changing behavior of the customers ad accordingly they need to take the actions (Forthmann, 2013).
In this case, it is very much essential to make a difference in between the niche marketing and the general type of marketing. Therefore, in this case, there need to be proper communication in between the customers and the management of Tesco who are operating the online systems. The management of Tesco before making the proper use of the internet services, they need to look at the target customers and at the same time need to judge the tastes and the preferences of the customers as most of the individuals have the different types of cultures. In this case , the management of Tesco have used the interactive order processing by focusing on the target customers and in the same way they also makes the proper use of the internet mediums in order to promote their dietary products. This can be done with the help of the email , faxes , databases etc (Goodrich, 2013).
Mechanisms of Search engine marketing
Search engine marketing has been considered as one type of internet marketing which makes the rewriting of the contents of the websites so that the higher rank can be achieved. It helps the customers in getting the information as quickly as they can. By this way, the businesses of the different sectors can be expanded (Gupta et al. 2013).In this case, the customers need to know the proper use of the keywords in order o get the information about the organization and the type of the products that has been sold by the organization. Therefore in this case , the popularity of the websites is very much essential for the customers in order to get the adequate information about the products as well as about the organization. Therefore, the customers need to use more than HTML in order to get the proper information about the organization. The retail companies like Tesco in order to increase their online businesses need to make the proper use of the search engines in order to popularize their products among the customers. Therefore, in the recent periods, it has been observed that the management of Tesco has been successful enough in the publication of the products in the first page of the Google site (Gurau, 2013).
In case of the on food products range , it has been observed that the Tesco have developed the search engine campaign and Tesco.com is the popular search engine from where the customers can be able to gather the information about the products and about the performance of the management of Tesco (Heang and Khan,2015).
Suitable opt-in email marketing newsletter
Opt in email is one type of marketing strategy that has been used by the management of Tesco in order to send the bulk amount of emails to the individuals with the help of the newsletters , advertising and the emails. In this case , the web users have been invited to sign for the web pages from here they can be able to send the emails to the large amount of individuals at a bulk amount in a single click (Jones, 2013).
It helps the management of Tesco to get closer to the customers and helps the customers in getting the adequate information from the management. The management of Tesco need to decide first that where to publish the newsletter on a yearly or the monthly basis. Therefore, the management need to make proper design of the newsletters so that it can be able to offer the different types of templates to the customers with the help of the online services. The management of Tesco in most of the cases have been successful enough in creation of the newsletter with the help of the online services as they asked the customers in many cases , to sign-up in the webpage in order to make the proper access and also to deal with the management regarding any queries (Knopf, 2015).
Best practices for online public relations
In case of creating a good relations with the public with the medium of online sources, the main step of every management will be to make the proper use of the online presses in order to attract the customers at a huge pace. It is also very much essential for the management to know that the online marketing mix has been considered as one of the important criteria in case of maintaining the good public relations. Before creation of the good public relations, it is very much important for the management to see that whether the average people have accepted it or not. The focus will be the customers to whom they are creating the awareness of the products (Laudon and Traver, 2012).
PR web have been considered as one type of the popular online tools with the help of which any non food retail organizations like Tesco can be able to aware the customers about their products and also can be able to post the images of the high resolutions in their web portal. Therefore, different types of social, cultural and the marketing skills will be required for the creation of proper public relations (Lilleker and Jackson, 2013).
Use of new digital media communities
The digital media is one kind of online media with the help of which the progarmmes in the systems can be modified and can be coded properly. The digital media helps in providing the high-resolution images to the individuals and it also helps in the creation of the trust and the confidence among the customers as well as the management. It helps in the proper navigation with the help of the internet. The new media not includes different types o television programmes but includes digital mix like the videos and the proper links of the web content materials. The new provides the non-linear presentations and it has been considered as one of the important characteristics (Meier and DonzeÌ,2012).
Therefore, in this case the campaigns need to be made in order to make the customers aware of the products and the services that has been produced by the management by Tesco (Nihel, 2013).
Secondary market research
The secondary research has been conducted in order to deal with the customer relationship management that has been used by Tesco. The proper customer relationship helps in giving the better services to the customers in order to retain the customers in the store. It helps in the creation of the sales and helps in promoting the products. It is done through the process of proper communication methods with the customers. The customer relationship management helps to look at the behaviors of the customers and at the same time helps in analyzing the behavior of the customers (Shen et al. 2013).
The retail organization namely Tesco have been successful throughout the decades in the creation of the loyal customers with the use of the proper social marketing. The online customer relationship management can be made with the use of the social media sites (Rakrachakarn and Moschis,2013).
Designing of online survey
Are you satisfied with the services that have been provided by the management of Tesco?
• Strongly satisfied
• Not satisfied
Are the management of Tesco are user friendly?
Use of electronic CRM
The electronic customer relationship highlights the fact of proper integration of the web channels and on the other hand helps in increasing the sales of the products and the marketing activities. In the case, it has been observed that Tesco Plc have becoming one of the largest retailer in case of the online marketing. With the help of the e-marketing campaigns and the emails, the management of Tesco can be able to interact with the customers at a larger level and by this way they can also be able to promote the interactions with the help of the emails and the chat facilities. With the help of this, it has been observed that the management of Tesco have developed a better marketing share in the competitive market and by this way, the proper customer base can be created. It can be done with the help of the Club card system (Sheng and Simpson,2015).
The management with the help of the promotional campaigns can be bale to create the good relationships with the customers. In this case, the customers have been provided with more discounts and the offers than been delivered in the stores. With the help of the electronic CRM, the management can be able to make the proper segmentation of the customers so that they can be able to know about the taste and the preferences of the customers. Therefore with the help of the digital marketing techniques, the revenue can be increased and at the same time helps in the proper segmentation of the market. This will help the management to take the online orders at a bulk amount (Subramaniam and Nair,2013).
Outline of internet marketing plan
First of all in order to create the proper internet marketing plan , it is very much essential in the creation of the brand image the in the minds of the customers. With this, the reputation of the company has been associated. With the help of this, the competitiveness within the global market can be assigned properly. In the next phase, it is very much essential to study the behavior of the customers with the help of the sales processes and by this way, the current market situation can be analyzed properly (Tse, 2013).
In the third case, with the help of the online tools, it is very much important for any organization like Tesco to choose the target customer. This will help them in the proper diversification of the products and will help them in the designing of the proper structure of the budget. The management also needs to maintain the accounts in the various social sites in order to increase the awareness among the customers regarding the products. The videos also need to be created in order to see that what kind of people have been using the products and by this way, they can also be able to launch the products through the different websites and you tubes (Tsekouropoulos et al.2013)
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