("Pass level assignment"), this assignment is the full assignment for this unit as in it’s the complete assignment (all P’s)and I have completed this unit only a few months back and it is the latest version of the assignment after all the latest syllabus changes. It's an assignment that is eas...
Unit 12- Role of Internet Marketing in
Business for Level 3, BTEC Nationals
(Business).
1
,Introduction:
Activity 1- Written Report and PPT Slides Presentation
By: Muadh Saad, Assistant Digital Marketing Specialist
Date: 20/02/2020
As an assistant digital marketing specialist, of marketing agency of our gulf
region, these are our 3 clients as listed below. This report is a detailed
analysis of how promotional aspects have been transformed and how
product development has been speeded up and how new products have
resulted from the existence of the internet itself. The following 3 businesses
who are our clients are good examples of businesses that have made the
successful transition:
1. noon
2. Urban outfitters
3. Dior
P1
Describe the role internet marketing has within a modern marketing
context:
Internet Marketing also referred to as e-marketing, web
marketing or digital marketing is an all-inclusive term for
marketing goods and services on online platforms and like all
the other terms internet marketing has, it also means different
things targeted towards different individuals (The Balance Small
Web marketing and e-marketing are some of
Business, 2020).
the many terminologies that internet marketing goes by in today’s modern
marketing context. However, all of them follow the exact same concept and
that is to use online channels for promoting a particular businesses’ goods
and services to consumers or perhaps even other businesses that might
have an interest for them through various advertisements on the internet
and online platforms in various ways such as promotional clips and videos on
web pages or perhaps even social media platforms in order to be able to
target a particular demographic group which could most likely be a potential
customer for them and who will most likely buy their goods from them.
Businesses use algorithms and other methods in order to reach out and I
identify their exact potential consumers.
In today’s world, Internet marketing has shown itself as a much more
effective marketing technique compare to the traditional marketing
techniques. It has become very popular and is widely used across the world
never like before to market products due to it being extremely cost-effective
method for firms to promote their services and goods at an affordable price
2
,as opposed to using billboards to run advertisements. Internet marketing’s
major advantage is that, it allows the business to be able to reach out to a
larger audience in a very short time period and this makes it even more
effective as the chances of a customer stumbling into an advertisement for a
certain brand or products would be quite high as find it much more
convenient when businesses use various social media platforms and
webpages in order to promote their brand or products. This is because social
media platforms and the internet are browsed by millions of users each day,
which makes it hard for them to miss the advertisement.
Noon
Noon.com is strictly an online store that operates in the
Middle East, without even a single physical store location.
They are one of the biggest online retailers in the Middle
East. They are growing at a very fast rate and are at war
with one of the biggest online retailers in the world and
that is Amazon.com. Amazon has been around for quite
some time now and noon is relatively new into business, so
noon has seen the way Amazon has taken over the middle
east in terms of market share, so noon decided to analyze
Amazons success factors and incorporate them into a new
online business that they went on to start and one that would give Amazon a
tough time. Mohammed al Abbar, a local business man the founder of the
Emar real-estate group which owns famous properties in Dubai like the
Dubai mall, is the founder of noon.com. He launched noon (the e-commerce
platform) in December, in the year 2017 across various countries all over
the Middle East like Saudi Arabia and UAE in hopes of trying to take out the
monopoly online retailer in the Middle East which is Amazon.
Mohammad al Abbar once said “Trading is in our blood. Our forefathers were
traders. E-commerce will also be in our blood. Noon.com is a gift to the
people of the region, a way of reclaiming our rich trading history for now and
tomorrow” (Zawya.com, 2020).
This clearly shows us how inspired Muhammad Al Abbar is and what kind of
vision he has, and this is what has made him one of the biggest
businessmen in not just the Middle East but in the world.
3
, Offline methods that noon used to market their products.
Newspaper Ads: The very first-time noon marketed any of their
products offline was during the year 2017 when noon had just launched
into the market. In order to customers attention in the market and in
hopes of generating more sales, Noon advertised and promoted their
products by displaying a colored advertisement which took up an entire
page on one of UAE’s famous newspaper publications which is Khaleej
times. In the UAE, most people wake up in the morning and read the
newspaper, its tradition that has been built in for years now, so this was
a very effective way that noon used in order to be able to reach out to
their large target audience effectively.
Celebrity Endorsements: couple years
down the line, Noon started to adapt to new
marketing techniques and implemented a
very effective tactic which was to endorse
celebrities in order to help with the
promoting of their products. The very first
time that Noon used this tactic was in 1973
when they used a famous local social media
influencer called “Abdul Aziz Bin baz” in a
photoshoot. Noon did this photoshoot with
this celebrity in hopes of being able to promote their new perfumes that they
had recently added to their collection. We can see the local celebrity in the
figure here on the right.
4
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