Running head: INTERNET MARKETING

Internet Marketing An Assignment Submitted by Name of Student Name of Establishment Class XXXX, Section XXXX, Fall 2012

INTERNET MARKETING Internet Marketing Starting from 1995 when first simple sites appeared on the web (Buell, 2012), the Internet space has captured immediate attention of customers and marketers. The latter understood it as an opportunity to generate immediate benefits (Hanson, 1999). In the era of powerful computers and advanced programming languages (Miletsky, 2009), internet marketing has become the source of permanent income for its investors. The objective of the paper is to review marketing strategy of David Jones web-site and reveal its key opportunities, while working out recommendations aimed at resolving problem areas revealed. Located in Sydney, Australia, management of the site ensures quick delivery of cosmetics, small appliances, clothes, footwear, and other goods within the country. Providing its customers with a wide range of goods and services, the site can also be used as a comprehensive research tool for assessing consumer behaviour and buying decisions (Kursan & Mihic, 2010) facilitating the development of efficient strategic marketing plan. The site has the number of advantages distinguishing it from other competing sites. These advantages should be used for further improvement of the companys performance. The most significant strengths noticed include a distinctive positioning in the Australian market (ASX Release, 2012); well-structured and easily-navigated site, which provides its customers with quick access to the information required; the developed system of membership cards and discounts ensuring customer loyalty; extensive and continuously updated store portfolio, which attracts interest of current clients and facilitates winning of the new ones.

INTERNET MARKETING At the same time, continued internet globalization (ASX Release, 2012), changes in retailing, and expansion of sales challenge the introduction of the new strategic plan aimed at corresponding to current business realities. Under such conditions, the following strategic activities aimed at increasing the sites audience and sales volume can be proposed: 1. Continued study of the sites target audience. This results in better understanding of online consumers behaviour (Chaffey, et. al., 2009) and provides insights about tailoring and customizing (Chaffey, et. al., 2009) the site. 2. Well-designed system of advertisement and promotion is an important prerequisite for attracting customer attention. For instance, the application of banners is one of the most efficient ways to turn customer attention (McEleny, 2010). The banners are highly effective when informing customers about discounts, special offers, return policy, and other. They can also be applied to inform the site visitors about existing vacancies, so, fostering recruitment of qualified employees. 3. The company is recommended to expand the number of social networks for providing information about its goods and services and updating news (as currently the list of networks is limited to Facebook and Twitter). Active involvement of social networks is supposed to result in increased sales, as their users can recommend the site to their friends (Richards, 2011) or check the reliability of online retailers (Ryan & Jones, 2009). 4. The introduction of online videos together with online catalogues is supposed to provide the customer with comprehensive information about goods proposed, so, facilitating decision-making process.

INTERNET MARKETING References ASX and Media Release (March 12, 2012). David Jones Announces Its Future Strategic Direction. Retrieved on September 24, 2012 from <

http://www.davidjones.com.au/files/ASX-Release-Strategic-Directions-21March-12> Buell, B. (2012). Principles of Internet Marketing. Retrieved on September 24 on <http://www.gsb.stanford.edu/news/research/mktg_internetmarketing.shtml> Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet marketing: strategy, implementation and practice (4th ed.). Pearson Education, Harlow, Essex. Hanson, W. (1999). Principles of Internet Marketing. Southwestern College Publishing. Kursan, I. & Mihic, M. (2010). Business in intelligence: the Role of the internet in marketing research and business decision-making. Management. Vol. 15. No 1, 69-86 McEleny, C. (2010). ASOS wraps social media into marketing arm following loss of Fox. New Media Age, p.7. Miletsky, J. (2009). Principles of Internet Marketing. New Tools & Methods for Web Developers. Cengage Learning. Richards, S. (2011). Will F-Commerce Succeed? Retrieved on September 24, 2012 form < http://econsultancy.com/ua/blog/8131-will-f-commerce-succeed> Ryan, D. & Jones, C. (2009). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. The United States: Kogan Page Limited

INTERNET MARKETING