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According to Gangeshwer (2013), Internet marketing is also known as digital or online marketing and involves the use of internet for promoting the business. Objective of the online marketing is spreading awareness regarding the business and its services or products through the internet. Internet marketing deals in variety of various stretegies which includes search engine optimization (SEO), reputation management, pay per click advertising and social media as well as content marketing. In this report, we have discussed various factors related to the internet marketing done by 'Hungry Kya' takeaway and other companies as well.
Internet marketing plays a significant role in modern marketing practices. It creates significant development measures for the businesses around the world. It has increased integration of marketing mix. The following marketing mix for e-marketing reflects the integration of internet into marketing practices.
Relationship marketing:
The selling and promotional activities target at managing and developing long term and trusting relationships with more customers. History of contacts, buying patterns, customer profiles are recorded in sales database and an account executive, also known as service representative, is given one or more important customers for maintaining relationship with them and for ascertaining their needs (Eid, Elbeltagi and Zairi, 2006).
Information and communication technologies (ICTs):
When a firm takes strategic decision for creating internet presence and selling online, it has to set certain objectives for new channels (Coupey, 2001). Further, it also need to perform a technology enabled segmentation and targeting (psychographic, demographical, usage based, economic, etc.).
Following are the three firms that use internet as a tool of marketing:
McDonald's: It performs huge internet marketing through the social media such as Twitter, blogs, Facebook, etc. as it saves lot of effort, money and time. It also helps in knowing desires of the customers (McDonald's, 2017).
Pizza Hut: Social Media is one of the main campaigns of pizza hut. It performs the internet marketing by various sources like social media (such as Instagram, Twitter, Facebook, Vine, Snapchat, etc.), television, internet radio, news sites, etc. (Pizza Hut, 2017).
Hungry Kya: For the purpose of internet marketing the cited firm uses social media (like creating buzz, #Dominos3for3, Instagram, Twitter, Facebook), inbound marketing (like online profiles, closing leads), going mobile (text messeging alert, redirecting right to order), GoogleAds, SEOs (Hungry Kya, 2015).
Using internet as a tool of marketing is useful for the cited firm, i.e., Hungry Kya, but is very crucial for the customers as well. It has several advantages for the customers like:
Following are some of the benefits of using internet marketing to the customers of 'Hungry Kya':
More frequent individualized communication for building relationship: Hungry Kya communicates to its customers through internet, calls and messages. When a customers oredrs a product, a confirmation mail is being sent to him via email. This helps in developing trusting relationship among seller and buyer. As a result, customers are retained in the firm and a long term relationship is being developed which helps in attracting even more customers.
Using communication for promotion: The firm sends emails to the registered customers for sending updates related to new product launches etc. Promoting products through television also helps in targeting a wide range of customers (O'Leary, Rao and Perry, 2004).
Using purchase history for tailoring offers to the individuals: When a customer purchases anything from Hungry Kya, it goes to the purchase history. The firm uses the email id for send them related or even more products at the same price. This helps to gain attention of the customers and in promotion as well.
Cheaper and easier to alter: The cheaper advertisements usedby Hungry Kya are advertising on the website, sending emails to the customers, etc. Similarly, the expensive ones include advertising on television and on the website of other firms. Advertising through emails and on own website is quite convenient as the messege can be easily altered in these means of promotion.
Effectiveness: Dominos in its initial years dealt with less variety of products and services, but now it has expanded the website through adding more products and services and launching various schemes, packs and offers like Hungry Kya (Lichtenthal and Eliaz, 2003). It has also added new categories through which the customers can buy the products online. It is quite effective as the customers can purchase various products and services without visiting the firm physically. As a result, many new potential customers have been added to the firm.
Success: Dominos is now operating its business over a number of countries and has employees thousands of employees and targeted millions of customers. This has helped the firm in raising the profits, revenues and net income over the years.
Effectiveness: Easy access to the website has proved quite effective as the customers are now able capable of streaming online which in turn helps in attracting more customers from all the corners of the world (Trusov, Bucklin and Pauwels, 2009).
Despite of all the challenges mentioned above, Hungry Kya has entered the international market quite successfully and has got quite good response. This has been done with the help of internet marketing as it helps in targeting a wide range of customers and helps in forming marketing strategies like which areas should the firm target, how and to whom to target, etc.
However, it has not been much time that Hungry Kya has entered the market; so, it has a huge scope of growth. It can keep a close check on the activities of the competitor firm for developing its own marketing policies and strategies accordingly for the purpose of competing them and providing even better products and services to the customers than the competitor firms (Eid, 2005).
In this report, the importance of modern marketing has been discussed and various other factors like how it is useful for the customers as well as the firm have been studied. Hungry Kya has been commencing the business effectively but it can make it better by the overcoming the challenges and utilising the opportunities mentioned in the report.
Books and journals
Coupey, E., 2001. Marketing and the Internet. Prentice Hall PTR.
Dann, S. and Dann, S., 2004. Strategic internet marketing. John Wiley & Sons Inc.
Domino's, 2012. [Online]. Available through: <>. [Accessed on: 23rd May, 2017].
Eid, R., 2005. International internet marketing: A triangulation study of drivers and barriers in the business-to-business context in the United Kingdom. Marketing Intelligence & Planning, 23(3), pp.266-280.
Eid, R., Elbeltagi, I. and Zairi, M., 2006. Making business-to-business international internet marketing effective: A Study of critical factors using a case-study approach. Journal of International Marketing, 14(4), pp.87-109.
Gangeshwer, D.K., 2013. E-commerce or internet marketing: A business review from Indian context. International Journal of u-and e-Service, Science and Technology, 6(6), pp.187-194.
Hungry Kya?, 2015. [Online]. Available through: <https://qz.com/988948/make-in-india-is-delaying-elon-musks-plans-to-launch-tesla-in-india/>. [Accessed on: 23rd May, 2017].
Lichtenthal, J.D. and Eliaz, S., 2003. Internet integration in business marketing tactics. Industrial Marketing Management, 32(1), pp.3-13.
McDonald's, 2017. [Online]. Available through: <http://corporate.mcdonalds.com/mcd.html>. [Accessed on 23rd May, 2017].
O'Leary, C., Rao, S. and Perry, C., 2004. Improving customer relationship management through database/Internet marketing: A theory-building action research project. European journal of marketing, 38(3/4), pp.338-354.
Palmer, D.E., 2005. Pop-ups, cookies, and spam: Toward a deeper analysis of the ethical significance of Internet marketing practices. Journal of business ethics, 58(1), pp.271-280.
Pizza Hut, 2017. [Online]. Available through: <https://www.pizzahut.de/en/about-pizza-hut/the-history-of-pizza-hut/>. [Accessed on: 23rd May, 2017].
Prasad, V.K., Ramamurthy, K. and Naidu, G.M., 2001. The influence of internet-marketing integration on marketing competencies and export performance. Journal of International Marketing, 9(4), pp.82-110.
Schibrowsky, J.A., Peltier, J.W. and Nill, A., 2007. The state of internet marketing research: A review of the literature and future research directions. European Journal of Marketing, 41(7/8), pp.722-733.
Sigala, M., 2003. Developing and benchmarking internet marketing strategies in the hotel sector in Greece. Journal of Hospitality & Tourism Research, 27(4), pp.375-401.
Simmons, G., 2008. Marketing to postmodern consumers: introducing the internet chameleon. European Journal of Marketing, 42(3/4), pp.299-310.
Trusov, M., Bucklin, R.E. and Pauwels, K., 2009. Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), pp.90-102.
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