Discuss about the Marketing Capabilities and Market Growth.
Internet marketing is one of the inexpensive methods to reach towards the target market and all types of businesses can use internet marketing. As stated by Azadavar et al. (2013), internet marketing is the way of promoting the business along with the products and services through the internet using the internet tools that can drive the sales, leads and traffic. In this report, Singtel Telecommunication organisation is chosen to analyse the use of internet marketing. The online public relation is the new way of using the digital media to connect with the customers from the organisation’s ends. Moreover, this report will provide an overview of the utilisation of the internet marketing and the factors that would be responsible for efficient and effective implication internet by the organisation. In this report, being an e-marketing manager; my role is to present this report to the Board of Directors of Singtel.
Singtel Telecommunications is a Singaporean telecommunication organisation and it is the largest mobile network providers in Singapore. Singtel has more than 4.1 million subscribers in Singapore and it is a public listed company in Singapore. Singtel was founded in the year 1879 and it serves mainly in Australia, Asia and Africa. Singtel mainly provides mobile telephony, fixed-line, broadband, digital television, internet service, IT and Network service. Singtel reached $16.71 billion SGD revenue in 2017 and the net income was $4.99 billion SGD in 2017 (Singtel.com 2018).
In recent time, the introduction of the liberalisation, privatisation and globalisation; the boundaries between the countries have vanished. Therefore, the organisations have a chance to reach the global customers by using the internet. Digitalisation has emerged as the medium of doing the business overseas and internet marketing has become the tool to reach the customers beyond the target customers (Holliman and Rowley 2014).
Email marketing: Internet marketing is associated with effective communication and this content helps the organisation to communicate with the customers through products and services. Email marketing provides digital marketing effort and email marketing assists to drive sales reinforcing the brand (Illiashenko 2016). Email marketing can be done through automation in easier way.
PPC (Pay-per-click): Internet marketing helps the organisation to use the content on the social media and website; this content must be engaging so that the customers can put their focus on the information and gain knowledge about the organisation, offers and services or products (Carusso 2014). Pay-per-click gets the top result when the users instantly search the similar content. It is the best way to get traffic on website.
Social media marketing: Through using social media like Facebook, Twitter and Instagram, the content is the tool of effective promotion from the side of the organisation. Social media easily improve the brand awareness of the organisation. Internet marketing has many ways to reach the customers and the management of the organisation can use the effective strategies so that the organisation can use the digital tools to reach the customers (Rowley 2016). Strategic planning of Singtel can assist the organisation to find out the required resources like human resources, budget and technical resources of utilising the internet marketing strategy. Singtel can use social media, website and blogs for promotion.
Search Engine Optimisation: Search Engines provide help to find out the information regarding the organisation. Search Engine Optimisation gives the chance to the organisation to be noticed maximum tomes and if the keywords of the customer match the requirement; the users can view the names of the organisation.
Organisations use the marketing mix strategy for increasing the productivity of the organisation. Singtel organisation can use the marketing mix strategy to reach maximum numbers of the customers.
Product: In internet marketing, the products are defined as the services and goods that are traded through the online platform. The organisation needs to research about different categories like pay-per click, banner advertisement, social media marketing, video marketing and social bookmarking. Singtel organisation provides the customers with an opportunity to recharge through online without visiting the stores and the customers can browse the plans and pay through the internet.
Price: Through internet, customers can pay through cash, credit card or debit card. Organisation can survey to get the idea of best prices. Internet marketing makes the price of the products more transparent as the customers can easily compare the prices of the different products. Internet marketing can help to make more customisation of the pricing (Wang and Liu 2015).
Place: The place is the distribution channel and internet marketing focuses on the expanding the reach of the services and products. The organisation can use catchy tagline as it is the positioning statement. Setting up the online store can give the freedom to the organisation and it can attract sufficient traffic to the website.
Promotion: Singtel has been using the platform of online and social media to promote their new launches and offers for the customers. The organisations can use the media of e-mails, social networking, mobile-based apps, SEO and PPC to promote the offers and products. Promotions can be done through social media, e-mail marketing, blogs, videos and advertising through PPC and SEO.
Internet marketing tools increase the engagement of the customers as e-tools provide help with the organisation to make aware of the customers regarding services and products (Sozinova and Fokina 2015). In online marketing; there are several tools that help the organisations to reach the customers. Being an e-marketing manager, e-tools will be compared and contrasted.
Google Analytics is the web analytics service and it is provided by the Google. It helps to track the reports and website traffic of the organisation’s website. The business management can take the freemium version of the Google Analytics Premium version is for the enterprise users and Google Analytics Mobile Apps is for the common users using data from Android and iOS platform. The users can review the organisations’ campaign and they can track the page quality along with engagement of the customers.
Twitter Feed is another e-tool that works as embedded timeline to get the linear view. This web analytics helps the customers to get the latest tweet and the users can get the live conversation (Mathews et al. 2017). Twitter Feed also provides help to post the blogs about any content on several social networking pages, Facebook, Twitter and LinkedIn. It ensures the feedback from others.
HootSuite is one of the social media engagement platforms and it is a social media analytic where the users of Hootsuite can compare and contrast the customers’ engagement on various social media sites. HootSuite supports the social media integration for Facebook, Twitter, Instagram, YouTube and Google+.
Interactive order processing is the basis for the online purchasing of the customers, practical purposes, easy services and the organisation needs to chalk out the whole process with a specific order. As stated by Bianchi and Mathews (2016), digital marketing is about posting contents, images and links on the social media pages, the organisation needs to create an experience for the customers to help them the purchase funnel.
Order preparation is the first step. The customers can compare the features, prices and sizes of the services and products (Chaffey and Ellis-Chadwick 2016).
Order transmittal is the process of finalised the order. The customer’s order the products or services that they finalised at the end and the products or services must fulfil the requirement of the customers.
Order entry is the part of seller checks the order whether it is valid. Once the payment is done; the customers need to check-out from the existing page and the products or services are reached to the customers.
Order filling is the process of clearing the order and products retrieval in warehouses. Shipping confirmation is sent here to the customers.
Order delivery is the stage where schedule delivery is processed and shipping documentation is processed also. Interactive order processing is included with the online payments, credit card payments, net banking and MasterCard payment. According to Newell (2017), the customers can search on the website related to the services and products; the customers review numerous services and products in the segment.
The customers need to take the payment option where the users can choose among the credit cards, debit cards, online banking and cash on delivery options. The customers can provide their feedback once they get the products.
The organisations need to adopt the changes; if the businesses do not adopt the necessary alteration, it would be very touching for the organisation to manage the productivity and retain maximum customers (Hanson and Kalyanam 2017). Many of organisations are becoming digital to reach the maximum customers and search engine marketing can be defined as the help desk for the consumers to collect knowledge. The search engine is the platform for the organisations to make the service or products within reach of the customers and it also helps the customers to make aware the customers about company’s services and products.
Search Engine marketing is the advertisement type and it is paid the form of promotion (Joy and McMunigal 2013). The organisation can choose different types of search engine marketing; text-based advertising and pay-per-click advertising. Search engine marketing is mainly based on the key-words; the users type the keywords and search engines show the results to the customers. The organisation manages the keywords and the management needs to set the keywords so that it can easily match the requirement of the customers. Being an e-marketing manager, keywords will be set from the e-marketing department of Singtel as instructed by the management and thus will drive the quality traffic to Singtel. Singtel then offers the tools and information so that the organisation can make the ‘lookers into bookers’.
Public relations help the organisations to promote the communication and goodwill between consumer and company (Illiashenko 2016). Public relations build the relationship with the consumers and companies can become profitable through using communication to the customers. First, Singtel needs to identify the target market that would be related to the process of public relations management. Target customers are identified by the public relations team and the PR team tries to provide positive thinking on company’s growth. In addition, as opined by Gianinia et al. (2015), PR team will decide the sources from which the organisation can collect the ideas and information to review the information and analyse the content. Additionally, PR team can use appropriate PR tool for comparing strategic decision-making tool. The decision of using PR tool is depended on the mission and goal of the organisation. Singtel can monitor the implication of controlling blogs, websites and social media tools to maintain the public relations. In case of any crisis communication, PR team can save the organisation by taking effective measure. PR team evaluates all the information that is collected from a different medium.
In Singtel, the PR team must not take the shotgun approach as the content and communication must be focused toward the target audience. The PR team should not waste the words and the team must not forget the keywords. PR team needs to focus on the ill use of jargon and clichés along with rambles.
Singtel is in telecommunication sector and it has already Facebook, Twitter, YouTube and Instagram pages. As opined by Davidaviciene and Sabityte (2014), digital media communities have emerged as the effective communication tool of the organisations. Digital media communities provide help with the organisations to increase the reach of the customers and taking effective marketing strategies. Singtel can use the digital media communalities on different social networking platform to make aware the users about the organisations and maintain public relations.
Facebook is social utility and it helps the organisation to connect large numbers of customers. The Facebook community can be used as the communication channel to interact with the customers and it helps the customers to make aware of the information regarding organisation’s products and services.
Blogging is another digital media communication and it creates users to make blogging communities where Singtel can post content regarding new launch and discount. It assists to reach the new customers and blogging can improve the brand image of the organisation. Blog links can be posted on social media channel to get more view (Hanson and Kalyanam 2017).
The Twitter community can also provide a competitive advantage to the organisation and companies can take advantage to explore the advertisement on Twitter. The Twitter community can provide a review of the products and services.
Singtel has been doing the internet marketing since the emergence of internet and Singtel also provides internet marketing plan for other organisations also. Singtel has PR team that provides knowledge to the social media strategy. Currently, Singtel has 507555 likes on Facebook and Singtel puts images, posts and links on the Facebook account page. In addition, it has a Twitter page also where their Twitter handle is named as @SingtelSupport. Currently, Singtel has more than 35.8K followers on Twitter and it has already posted more than 2640 tweets. Singtel joined Twitter in 2008. Singtel has its Instagram page and it has more than 20K followers on Instagram. It has already posted 460 posts on Instagram (Singtel.com 2018). The motto of Singtel in social media is to stay updated with Singtel with latest news, events and promos. Singtel is trying to increase the customer base through using social media pages. They make use of respective customers to provide news, latest offers and sales through these.
Singtel can make online survey questionnaire and they can upload the questions on Facebook. Singtel can ask the customers and users to fill in the questions. There will be ten questions and all the questions will be on Likert scale and MCQ type. Customers can share their views on online purchasing.
Survey form:
|
Questions |
Strongly agree |
Agree |
Neutral |
Disagree |
Strongly disagree |
|
Online purchasing is easier |
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There is the difference between offline and online purchasing |
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|
A different mode of payment options must be there in online purchasing |
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Online purchasing is easier in telecommunication |
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Online purchasing gives an adequate level of advantages |
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The online platform is best for gaining information about the products |
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|
Online purchasing is associated with risk |
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|
After sale service is present in internet marketing |
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|
You are satisfied with Singtel’s online service |
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|
You are satisfied with Singtel’s online service |
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|
You faced security issue in online purchasing |
Electronic customer relationship management is the application of technologies that is internet based like website, forums and emails. E-CRM is well-structured and it has coordinated process that automates the process of marketing, customer service and sales (Wang and Lu 2015). Electronic CRM can provide the avenue for interaction between employees of the organisation and the customers’ trough web-based technology.
Singtel can make some changes regarding the internet marketing plan. The new internet marketing plan will have five stages. PR team will get help from e-marketing managers. The budget of the internet plan will be sanctioned by the finance department.
|
Stage 1 |
Making content |
PR team will design content to allure the users and customers |
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|
Stage 2 |
Selection the channels of internet marketing |
The modes are blogs, social media, emails and SEO. PR team will select the promotional activities |
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|
Stage 3 |
Setting perfect keywords |
PR team will select the keywords like telecommunication, Singtel, Offers on mobile, 4G. When the users will do the search based on the keywords; they will find Singtel. |
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Stage 4 |
Posts to promote |
The contents, images, links, videos will be posted on Facebook, Twitter and Instagram
|
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Stage 5 |
Analyse the performance |
The performance of the new internet plan will be analysed through Google Analytics, Hootsuite and from other web analytics to get the idea of preferences of the customers |
Table 1: Internet marketing plan
(Source: Self-developed)
Conclusion
Internet marketing provides help to communicate interactive way as it is the two-way communication and through internet marketing, customers come to the organisation. Marketers can provide the value and marketers can seek to educate or entertain through internet marketing. Singtel is an established Singapore based company that has its own internet marketing plan. The organisation can make some changes to the internet marketing plan in order to get the growth and productivity. The effective e-tools can help the organisation to reach maximum numbers of the customers and it will also provide help to build the goodwill and brand image of the customers.
Reference List
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Hanson, W. and Kalyanam, K., 2017. Principles of Internet marketing.South-Western College Publishing.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
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Joy, P.A. and McMunigal, K.C. 2013, Internet marketing,Criminal Justice, 28(2), pp. 43.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2017. Internet marketing capabilities and international market growth. International Business Review, 25(4), pp.820-830.
Newell, F., 2017. Loyalty.com: Customer relationship management in the new era of Internet marketing. McGraw-Hill, Inc..
Rowley, J., 2016. Information marketing. Abingdon: Routledge.
Singtel.com. 2018. Personal Internet Marketing. [online] Available at: https://www.singtel.com/ [Accessed 23 Apr. 2018].
Sozinova, A.A. and Fokina, O.V., 2015. Special aspects of studying the internet as a marketing communication channel of the service industry. Mediterranean Journal of Social Sciences, 6(4), p.139.
Wang, L. and Liu, G., 2015. Mobile Internet Marketing Strategies for SMEs [J]. Business Economy, 7, pp.96-98.
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