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BTEC Level 3 Business, Internet Marketing Assignment 1
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A.SUnit 12 Internet Marketing
Assignment 1
14/05/2021
An investigation into the concepts and principles of internet
marketing and its application in the business environment.
Within this assignment I will be researching three different organisations, looking at how
each currently use internet marketing. I will also be showing how each business has moved
from traditional marketing to using internet marketing. Lastly, I will be describing the role
internet marketing has within a modern marketing context, and also describing how each
organisation uses internet marketing. The three organisations I will be choosing is Tesco,
Alton Towers and Lloyds.
The role internet marketing has within a modern marketing context
In the rapidly developing age that we now live, in 2021, businesses use completely different
ways of marketing in comparison how it was in 2001. The role of internet marketing has
completely changed over these years and now it’s one of the main if not the main way a
business uses to promote their products to their potential and current clients. Internet
marketing nowadays is essential for a business in order to succeed. Internet marketing is
essentials for any aspect of the business, weather its IT support, lead generation to sales.
Internet marketing is also commonly known as online marketing, digital marketing, web
marketing, e-marketing and many more, it’s mostly about the process of promoting brands,
products, or services, all over the internet. Internet marketing includes any promotional
actions that are done through social media, email, blogging, web or SEO (Search engine
optimisation). Internet marketing has helped many companies to reach hundreds of
customers as most people in our generation use social media daily, therefore they are very
easy to target, internet marketing has also helped to redefine relationships between
business to business (B2B) and business to consumer (B2C). With the use of internet
marketing, organisations are now able to share brands, products and services to the global
scale and therefore build a larger customer base.
Due to people using their smartphones, laptops, tablets or any other devices that are
accessible to the web, organisations can’t afford to ignore marketing online, as marketing
through the internet provides organisations a more effective way to promote themselves, as
well as not costing the business as much money in comparison to traditional marketing
businesses used to use before, traditional marketing included costs such as billboards,
brochures, shipping promotional mailers or huge posters somewhere where it’s visible to a
lot of people at all times.
Internet marketing not only helps with promoting, but also helps businesses in achieving
better global branding and building a larger awareness of the products/ services they are
promoting to their customers. Through internet marketing, businesses can more
strategically reach their target audience, and if done in the right way, the campaigns can be
easily tracked, measured and tested to make sure effective results are being achieved.
, A.S
Unit 12 Internet Marketing
Assignment 1
14/05/2021
Reasons Internet Marketing is Important in Modern Marketing
Before internet marketing was as big as it is today, most businesses were stuck with one
location that was only visible to those who lived in that specific location. Every so often,
people may come to that location after hearing about it through word of mouth. However,
today, businesses are able to make themselves visible through most digital locations,
establishing a solid presence on the internet, whether that would be a website, blog, paid
advertising or social media platforms, internet marketing can now allow organisations to
expand further in ways that previously were known as impossible.
Internet marketing expands the opportunity for businesses to be visible to more consumers,
as businesses are no longer the only ones who are dictating how their products, brands and
services are seen, the customers are too. With the help of social media channels, rating and
review boards, and forums, consumers are able to connect with other consumers that are
also interested in the same business. When a business keeps in touch with their customers
by follow up emails or personalised offers, it allows the business to build a stronger
connection with the customer and potentially gain a loyal customer in the long run.
Internet marketing is effective as it allows the businesses to research about consumer
preferences, habits, and demographics of consumers is an essential part of marketing. It
may be difficult to reach the right audience if the information is not first researched,
gathered and documented. In addition, it may also be difficult for the business to create
offers on their products and services if they’re not sure about what their customers want
and how much they’re willing to spend on a particular product or service, as well as who the
competitors are in the industry. The internet now has a huge amount of resource portals
and tools that allows marketers to more effectively collect data on consumers and track any
activity or their preferences.
How each organisation uses internet marketing
1. Tesco
Tesco began to provide online services to it’s customers in 1995, however it wasn’t in the
same process as it is now. Tesco spent almost £25,000,000 to get online service up and run
the business through the UK, to allow the consumers to use their internet facilities. Online
system for Tesco is very simple, as they have a straight forward website which customers
are comfortable in using, and customers who find it more convenient for them to shop
online. The use of internet marketing has helped Tesco in developing their services, as they
were able to find information which is recorded through online sales and helps to find out
what items are in high demand, what items need particular types of marketing and
promotion, how much time customers invest into their online website and what their
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