This Power Point presentation will secribe the role that internet marketing has within a modern marketing context. As well as describing how selected organisations use internet marketing.

1. Created by Robyn Carrington

2. › This PowerPoint will:
– Explain the ways in which the internet is being used by a
private and a non-profit business to support their marketing
efforts.
– Show the link between the internet marketing and the
traditional 7P’s and how these are used together within the
organisation.
– Identify trends that are currently impacting internet
marketing and discuss the potential impact on the private
and non-profit businesses.

3. - Private organisation
- Non-Profit organisation

4. › Founded in 1948.
› Successful women's, men's and children's clothing
store.
› In 2011, their turnover was £720 million via 245 of their
retail outlets.
› High street retail shops and an online shop.
› Environmentally friendly.
› Support various different Charities.

5. › Before the internet, customers would have to go in
store to view.
› After the internet customers can use the internet to go
online and browse for products.
› There are even mobile phone applications available
for them to use on the go.

6. › This slide is to allow
you to see the
different P’s that
make up the
marketing mix
Marketing
Mix
7 P’s

7. Price
› Price selection bar.
› Market products that
meets consumers
selected price range.
Place
› Online shopping
facilities.
› Sell via ASOS & mobile
phone apps.
Promotion
› Search engines
optimization.
› Social media pages
promote the brand and
products.
› Pop up tabs on websites
that promote them.

8. People
› Offers alternative way of
providing customer service.
Process
› ‘Style insider’ - Virtual contact with
their customers.
› Provides fashion tips and current
trends.
› Customers feel happy – Get advice
on products to buy.
› Can market their current or future
Product products.
› Before product development,
Physical evidence
› Customers view product
images on the website before
purchase.
› Sense of reassurance.
› ASOS allows consumers to view
products on a cat walk.
online research can be carried
out.
› Online questionnaires via
companies website/social media
sites.
› Help company understand
consumer desires.

9. 1. The increasing use of
mobile phones.
– Consumers use mobile phones
for online shopping.
– Companies increase their target
audience by heavily promoting
their mobile apps.
2. Blogs/Bloggers
– Bloggers have massive influences
on consumers.

10. › Macmillan is a cancer support charity.
› Founded by Douglas Macmillan in 1911, after he found it very difficult to
watch his father struggle in pain causes by cancer with little support.
› Founded under the name of “Society for the Prevention and Relief of
Cancer”
› Douglas wanted “advice and information to be provided to all people with
cancer, homes for patients at low or no cost, and voluntary nurses to attend
to patients in their own homes”.
› Macmillan is now one of the top Charities worldwide, they were voted
number one in the ‘Charity Brand Index’ in August 2013.
› Macmillan is funded mainly through fundraising and donations. In 2013 the
amount of money the Charity had spent helping cancer patients and their
families was £121.7 Million.

11. › Before the internet was available:
- Limited ways that the Charity could promote themselves
- Encourage consumers to donate money.
- Fundraising events were advertised on; local radio stations, local
newspapers, posters/flyers and by word of mouth.
› After the internet:
- Macmillan have own website - Use for delivering important news
(fundraising events, job adverts, helplines for cancer patients and
their families).
-Use social media sites (Twitter and Facebook)
-Consumers donate using the internet.

12. Place
› Do not sell products and rely
on donations.
› However consumers need a
place to make the
donations.
› Prior to the internet people
donate via cheques, charity
boxes and in Charity shops.
› Internet enables donations
through their website.
Price
› Macmillan doesn’t sell any products, they offer
free services.
Promotion
› Promotion through social media sites
(Facebook, Twitter, Instagram).
› Consumers can promote Macmillan activities
that they’ve taken part in via social media
sites using hashtags (#).
› Example hashtag: #macmillanfundraiser .
› Consumers can round up their payment
when using credit/debit cards online. The
proceeds is donated to Charity.

13. People
› Website page called “Talk to us”.
› Has various different ways that
people can contact them:
- Macmillan helpline.
- Macmillan’s online community
- Create own blog using this site.
- Macmillan Connected Buddies
people connect through, skype,
emailing or instant messaging.
Process
› Effective business process.
› No restrictions on the amount
of pages they have on their
websites – Do not have
limited information.
› Excellent business process
leads to customers feeling
happy and satisfied.
Product
› Macmillan does not sell any
products as they are a non-profit
making business/Charity.
Physical evidence
› Macmillan is a Charity, its income is from
consumers donations.
› Consumers want to know that their
money is going to a good cause and is
not getting wasted.
› The internet allows Macmillan to publish
reports online, consumers can then see
where the money has been spent.
› Also demonstrate on their website
through pictures and videos what they

14. 1. Simplification of
websites
2. Videos instead of text