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Internet marketing is a kind of online business where the sale of company is increased and product is sold in the market by using email marketing or social media. It helps the company to promote the products and services of the business by using social media like twitter, LinkedIn. In this modern era people are most likely to use social media so the managers of an organisation involves in the process of promoting their business online and makes their customers aware about the new schemes of their product. It also helps to build good relationships with their stakeholders and suppliers. Overall it enhances company sales and productivity in the market.
This report discusses the role of e marketing manager in ASDA retail organisation. It is a chain of supermarket that produces food, clothing and financial services in UK’s market. It has 175,000 employees working with it and it’s headquarter is situated in Leeds, west Yorkshire, UK. It is highly involved in promoting its product and services through online media by creating its own website and even it helps to get connected and build strong relationship with its employees and other stakeholders. This report understands marketing through internet for promotion using digital marketing communications. Further it conducts secondary marketing research for supporting its customer relationship management.
Internet marketing is a type of selling product of ASDA Company by using E-commerce managers of this business organisation involves in trading of its product and services by using internet and hi-tech products such as mobile they use mobile commerce as they helps to complete their business transaction using online system. Nowadays businesses are getting more involved in the business practices and buying and selling of product using online media. With the help of social media, a manager of this company is able to create their brochure and helps to promote their product online. E business can be defined as a company that conducts all the transaction through internet. Under this, transaction can be buying and selling of products, supplies and services, production control, collaborating with partners and other related. It helps the manager of this company to get connected with their customers and with its all stakeholders that builds their relationship and further helps in increasing awareness of their products and services in the market (Mohammed and et.al, 2003). Micro environment of this organisation includes individual that deal with the organisation on regular basis such as suppliers who supplies raw material to this company, its competitors, customers who consumes the product and services being produces by this company. Macro environment of this corporation can be understood as the factors that are not in control of business organization such as economy, different policies made by government and changes that occur socially like change in customer taste preferences and technologies which are being adopted by the managers of this organisation as per the requirements. Internet marketing helps the managers of this organization to increase their sales and market share. It also helps their customers to get easily their products of their choice as it facilitates their customers with good offers and schemes like discount and several offers like buy one get one free which increase their interest to get more involved in the process of buying goods and services through online (Awad, 2007).
Internet Marketing Effects
Internet marketing mix can be seen as the marketing effects that are being done by the mangers to enhance their sales. Internet marketing manager of this company makes uses of online advertising for their products and services, banners, sending emails to their customers as nowadays people are using more internet services for their convenience (Cox and Koelzer, 2002). As the managers of this organization are involved in many business practices for increasing the sales and for increasing awareness in the market this can be seen as under:
Internet Marketing Tools
Internet marketing tools and e-tools are the methods by which manager of this ASDA perform its promotional activities using this online services. These tools are very helpful to the business in improving their performance and to increasing their sales in the market. The internet marketing tools used by the manager of this organisation can be seen as through its email marketing in which it keeps strong relation with its customers as well as with its other stakeholders by sending them emails to let them informed about the new schemes, and offers offered by the manager to its stakeholders. Through search engine marketing it improves the performance of business in the market and it allows its customers to see the review of its product on internet. It allows its customer to see the site of this company and to make their purchase decision as per the reties made on it. Further in involves in using mobile instant messaging to its customers to let them know about the discount offers.
Order by Internet Marketing Manager
The process of ordering goods from supplier is being done by internet marketing manager of ASDA group using social media can be seen more explicitly as under:
Search engine marketing is a kind of selling related with the research, giving and placing of a website within search engines for attaining highest visibility and raise organization share of paid and unprocessed traffic appointments from search engines. Whereas search engine optimisation is a full process of services that includes everything from an initial consultation to keyword generation, copywriting, website redevelopment, to create incoming skills, submitting and finally reporting on service results. Search engine marketing involves such as engine optimization, competitive analysis, paid listings and other search engine services that increases search traffic to its site. Search engine marketing is more effective than search engine optimizations. It provides better organic search results, SEM helps the mangers of this organization to successfully target users of search engines by advertising links in search results by adding up to unprocessed search for sending targeted transfer to its website (Salant and H. P, 2006). With the help of it, ASDA is able to reach to the customers that are looking for products of different nature. This aids in boosting the traffic of the company through which overall sales volume gets attracted. It is evident that ASDA practice SEO in specific time i.e. from 10 am to 6 pm as it is the time when customers searches for products of different nature. In this context, following are the screenshots that replicating the SEO of mentioned company different search engine.
Advantages of search engine optimization
Disadvantages of search engine optimization
Online Public Relation
Online public relation is a practice of the manager of ASDA to build the relationship with their stakeholders. By using online media for promoting business products and services in the market helps the organisation to create good reputation of its corporation. It helps them to get connect with each stakeholders for increasing the productivity and market share of its business (Putnam, 2011). Online public relations help the manager of ASDA to attract existing and new visitors through effective search by releasing press and creating blogs. By using online and social media it increases the engagement of their stakeholders in the activities of business. It also helps the manager of ASDA to protect their brand and keep proper monitoring on their activities. Further it helps the company to increase awareness in the market (Sigala, 2002).
Advantages of online public relations to ASDA:
Disadvantages of online public relations to ASDA:
Digital Media Marketing
Digital media marketing is a selling of goods and services using electronic devices like Smartphone, computers and many other hi-tech products that help to get connected with its stakeholders. By using digital media in the business practices helps the manager of ASDA to apply different technologies such as websites, e- mail and various applications that helps to perform business function smoothly. It helps the manger to promote its product and services in the market using online advertising, banners and using TV, radio etc. It helps the manager of ASDA to stay connected with their stakeholders. It builds strong relationships with its customers and suppliers by using social media such as face book, twitter, LinkedIn etc. by using this social media by the manager of this company helps them to create good reputation in the market. With the help of this social media manager of ASDA facilitates its customer’s with several facilities such as various discounts, schemes and other festive offers. It increases the interest of their customers to get more engage in the online services and to purchase more using social media (Pauwels and Dans, 2001). Further, company shares images and videos on social networking sites such as Facebook and Twitter which help company in spreading the awareness of the company. This also influences customers to shop with ASDA.
Managers of this ASDA Company involves in the process of secondary research by doing market survey it helps them to collect various information that is being used by them to satisfy their customers in a better way. It also takes the helps of online research where they get the various strategies being used by their competitors. The key objectives of the mangers of this company are to do research on customer choices and preferences. In their secondary research they includes the government data’s on the same as the census is conducted in every 10 years across the UK and brings data together on factors such as the number of people, their ages and occupation (Filo and Funk, 2005). Process of Secondary Research.
The step that is being followed by the manager of this ASDA group for performing online survey is explained below:
Developing Relations With Customers
By using electronic medium in advertising of the products of ASDA group helps the managers to build strong relationship with its customers and other stakeholders by providing them various information related to their products and services. In addition to it, company seeks for feedbacks and reviews about the product from customers through emails which aids in developing strategy from which company is able to develop relations with customers. Further, ASDA practices card system from which company offers different sort of schemes and benefits to customers. This also supports in developing sound relations with customers. It facilitates various offers and discounts, schemes to its customers so that to maintain their strong relationship. It helps them to use new innovative technologies to make their product more effective as compare to others. By using online services it becomes very easy for the mangers of this organisation to share information to its stakeholders (Morris and Avorn, 2003).
Internet marketing plan is made in the organisation using situational analysis it helps the managers to analyze ASDA internal and external environment and to understand the organisations capabilities, customer requirements and choices, business environment. It involves several methods for analysing the same. It applies swot analysis to understand the strength weakness, threat and opportunities of business and helps to find out various ways to overcome with the weaknesses and to convert their strength into opportunities. It helps the managers of this organisation run its business activities effectively (Kiang, Raghu and Shang, 2000). In this regard, ASDA can develop an integrated marketing plan so that it can reach to large number of potential and existing customers in an effectual manner. In this regard, the company can practice marketing on social media platform so that it can able to make contact with large number of viewers at the same time. Here, creative marketing context and graphics can be used for attracting large number of customers (Salant, 2006). In addition to it, email marketing can even be practiced for spreading the awareness of offers and schemes so that more of customers can be attracted towards it. Additionally, SEO must be done so that customer can view the company at the search engine and hence traffic on the websites can be increased. This will help ASDA in increasing its sales volume. Additionally, PPC (Pay per Click) can also be used that will aid in transferring internet user to the websites (Fritz, 2004). This practice will help in reducing cost and helps in gaining attention of specific target customers only. Banners on third party website are another marketing tactics that can be used for promoting the products on the internet.
From the undertaken report it has been concluded that in the modern era the scope of internet marketing is increasing day by day. It helps the customers of ASDA group to get their products and services at reasonable price and in wider range. By using online and social media for promoting the products and services of this organisation helps its customer to get products of its choice. It is also very beneficial for the business organisation to increase its sales and productivity in the market. It has understood the effectiveness of marketing through internet and it used digital marketing communication for promoting its product. Moreover it has produced market research for supporting customer relationship management and designed marketing plan using internet.
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