TA4151_(C3)_Unit 12_Internet Marketing in Business_(241214).docx - Internet Marketing Unit 12 Internet Marketing in Business 1 Internet Marketing 2

TA4151_(C3)_Unit 12_Internet Marketing in Business_(241214).docx

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Internet Marketing 1 Unit 12: Internet Marketing in Business
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Internet Marketing 2 Table of Contents Task 1.1 ............................................................................................................................................ 3 Task 1.2 ............................................................................................................................................ 3 Task 1.3 ............................................................................................................................................ 4 Task 1.4 ............................................................................................................................................ 5 Task 1.5 ............................................................................................................................................ 6 Task 1.6 ............................................................................................................................................ 7 Task 1.7 ............................................................................................................................................ 8 Task 1.8 ............................................................................................................................................ 8 Task 1.9 ............................................................................................................................................ 9 References ...................................................................................................................................... 11 Appendices .................................................................................................................................... 13 Appendix 1: Snapshot of ASOS Website ................................................................................... 13 Appendix 2: Snapshot of ASOS Website ................................................................................... 13 Appendix 3: Snapshot of ASOS Website ................................................................................... 14 Appendix 4: Snapshot of Sainsbury Website ............................................................................. 14
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Internet Marketing 3 Task 1.1 Marketing is the methodology of communication that enables the businesses to increase customer awareness about their products or services and to compete for target customers effectively. In recent years, the use of internet in marketing activities is increasing by the businesses because it eliminates the limitations of traditional marketing efforts (Ferrell & Hartline, 2007). Nowadays, most of the organisations use internet or online platforms such as social media, Google AdWords, YouTube and blogs in their marketing activities. It is because these internet marketing platforms enable the companies to reach wider population and distant markets, which is quite significant to target and attract large market of potential customers (Morrison, 2013). In addition, internet marketing plays a crucial role in declining the requirement of spending large amount of time and money in marketing activities, which contribute to improve cost-efficiency and performance of the firms. Along with this, it is also quite effective to enhance marketing effectiveness and relationship with customers that enable the firms to achieve desire marketing objectives in the business (Morrison, 2013). Apart from this, internet marketing also contributes to increase firms’ ability of understanding customer needs and preferences more effectively, which allows them to get competitive edge from competitors (Castor, 2014). Overall, the role of internet marketing is quite significant in the modern marketing context. Task 1.2 Currently, most of organisations either belong to profit or non-profit category use internet marketing to promote their products and services. For instance, J Sainsbury plc that is the UK based a chain of supermarkets use internet marketing by making the use of social media, blogs
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Internet Marketing 4 and company website to market their products. The main reason behind the use of these online marketing platforms by Sainsbury is to provide information about special offers and new products to customers quickly in order to increase its retail sales (Sainsbury, 2014). On the other hand, Oxfam that is a voluntary service provider uses internet marketing for different purpose. This organisation uses social media and YouTube to develop its online marketing efforts for the purpose of increasing awareness about human rights and rehabilitation activities in order to mobilize the power of people against poverty. Oxfam mainly uses internet marketing to communicate with partner organisations and local communities worldwide to motivate them for participating in voluntary services (Oxfam, 2014). Apart from this, there is
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