study of the effectiveness of online marketing

The most popular foremost definition of IMC is that provided by American Association of Advertising Agencies. They helped me to know various phenomenon’s related to the research practices which further gave an impetus to channelize my study in an appropriate way. 1.3 Research Objectives: 1 Identify the Targeted Audience: Based on experiments using measurement scales involving eight different online experiences, we advance two types of engagement with online media — Personal and Social-Interactive Engagement. The organisation are repositioning themselves to take advantage of e-marketing towards enhacing the integrated marketing communication to reach wider audience at a time. It is a person to person promotion aimed at informing, inducing and influencing the buying behaviour of the consumers. 2.2.1.1 Banner Advertising: The need to investigate the effectiveness of online marketing in integrated marketing communication is further reenforced by the fact that the global economy is largely driven today by information technology which has resulted to keen and highly competive business environment. Robinson, Wysocka, & Hand (2007) noted that the more people click through the adverts the more value the advertiser is offering the organisation. Public relations stand out to be one of the most effective promotional tools out there. This section of the research have provided extensive review of literature on online marketing; its meaning and scope, categories of online marketing and how effective each has been over time. Integrated marketing has been variously defined based on certain factors. Also, the increase in the demand for more accountability from advertising agencies and modification in the means of compesating advert companies have also promoted the rise in integrated marketing communication. It is believed that IMC will assist the organisation to maximize returns on investment, reduce cost, speak with one voice, improves organisation understanding about the complexities of its environment and harmonise them. 3.3 Online Marketing Trending Tools in IMC: Customers find new product information and direct product com- parisons to be the most persuasive marketing content . Schultz & Schulz (2004) definition of IMC is similar to the one put forward by Duncan (2002), they see IMC as a strategic business process that facilitates planning, developing, executing, and evaluating a coordinated measurable and persuasive brand communication strategy for consumers, customers, prospective customers, internal and external stakeholders audience. SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, With online marketing in IMC framework, we can rely on our website to provide platform for registration or application for the organisation promotional offers or even serve as medium where we can provide customers, prospective customers and the stakeholders information regarding the organisation products and service (Kliatchko J. , 2005). Overtime most web browser and aintivirus software have implemented codes that block several pop-up adverts based on the fact that most internet users feels that some of the pop­up are annoying to them. Pawar (2014) identified three major distinctive feature of personal selling including an immidiate interaction between one or more persons, it often encourage establishment of personal and more close relationship between sales representative and customers and lastly, personal selling often makes the consumers feel emotional to demand for product based on the already interaction. 2.6.4 Decides on Channels of Communication: For example, E-Marketing has a broader scope than internet- marketing since Internet Marketing (IM) refers only to the Internet, World Wide Web, e-mails. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. 2.6.6 Evaluation/Feedback: Chapter Three The examined sample consists of one hundred fifty firms and fifty executives which have been randomly selected to prove the effectiveness of digital marketing. Pawar (2014) revealed three categories of objectives the organisation might be using while developing and integrative marketing communication plan. Belch & Belch (2004) sees advertising as any form of paid non-personal promotion, presentation with the intention of influncing the purchasing behaviour of the consumer regarding the products or services being advertised. Edosomwan, Kouame, Prakasan, Seymour, & Watson (2011) argued further that the power of online marketing comes from the fact that it gives the organisation wider access to variety of potential customers across the globe. Short noted that while preparing e-mail marketing the organisation should have in mind that they are educating their customers or prospective customers about their products and services and as such must be rich and detailed. E-mail have several advantages over the traditional mail send across the customers. At this point, the aim was to achieve consistence and a common front in the communication message to the targeted audience (Ekhlassi, Maghsoodi, & Mehrmanesh, 2012; Kotler & Armstrong, 2012; Caemmerer, 2009). Online integration of organisation products and services has saved the organisation time and resources as corporate bodies now provide a detail information regarding a product and service on the internet and customers are guided through accessing the information rather than bombadding the customer section with series of quemes (Belch & Belch, 2004). The choice of these three organisations are determined by several factors as discussed in the methodology. Online marketing is the practice of leveraging web-based channels to spread a message about a company’s brand, products, or services to its potential customers. This is to certify that the dissertation titled ―Study Of The Effectiveness Of Online Marketing On Integrated Marketing Communication is the bona-fide research work carried out by Ms. Amruta Vijay Pawar, student of M.Phil., at D.Y. E-mail remain a powerful marketing instrument today in the hand of tech giants like Amazon. It was the most popular form of advertisement online but emphasies has shifted from it largely because of its low performance (Belch & Belch, 2004). Orasmäe (2017) noted that all of the communication tools work better if they are integrated together in unity rather than working in isolation. Answer to this question is important as it will provide the organisation the needed information on step by step process of implementing an integrated marketing communication online, and the expected result. Another one is what is refrred as trick ad where the individuals are being tricked into clicking the advert because of where it placed or mixing it with the content the user is surfing. I would also like to thank my guide and my perpetual source of inspiration Dr. Gilroy Newball and Dr. Cyndy Domingues for their valuable mentoring and inputs. Results The research show that as many as 76% respondents execute advertising campaigns by means of the Internet. Statistically, there are indicators that show the growing potential of email marketing. over the world and how online marketing has continued to shape the orgnisation competitive advantage. A clear and concise objectives well communicated to everyone in the organisation will help the organisation to achieve effective integrated marketing objectives. This research work is ncessary considering the fact that internet in particular and information technology in general has continued to revolutionäre the way organisation operates and build customer relationship, thus the need to investigate the role of online marketing on the effectiveness of I MC in an Africa market. 2.1 Online Marketing: An Overview: The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, Google AdWords and more. Online marketing further provides platform of stage by stage appealing to different categories of customers with what appeal them most. It is an indirect promotional tool that is designed to improve the image of the organisation positively in the minds of the consumers. There are other several display ads that worth mentioning including, floating ads which float over the web page for some temporal period or closed by the website user. Thirdly, no study known to the researcher have investigated the effectiveness of online marketing on I MC in Africa or Nigerian market, thus, the need to investigate and see the extent Nigerian organisation are adopting the internet in their I MC effort. 2.6. Introduction. Freelancers have equally used blog for advertising purposes. How effective can online marketing be in achieving effective and efficient integrated marketing communication in the organisation? DYP-M.Phil-126090008) … Pawar (2014) noted that a clear definition of target will help the organisation know whether the target audience is loyal to the organisation or to the competitors, the extent the individuals are using the organisation products and services. 2.2.1 Display Advertising: The definition also omit the fact that IMC is also a concept in the definition, though, it addresses most of other issues raised in the other definitions of IMC. The author highlighted some objectives public relation aim at achieving which include; to reduce negative publicity against the organisation, to raise the company profile and forge stronger, effective and cosnsitent customer-supplier relationship. The Effectiveness of Online Advertising Consumer’s. 2.2.2 Search Engine Advertising: The Google Analytics platform offers a vast array of functions and configuration capabilities, which makes it a very good alternative to every commercial solution that offers the analysis of effectiveness of online marketing activities. 2.5.2 Personal Selling: At this period, online marketing was not really seen as advertising medium but rather a means of sharing e-mails, digitals information and organising organisation profile and customers. Study of the Effectiveness of Online Marketing on Integrated Marketing Communication According to Pawar, AV. Though appear to be annoying sometimes, it still appear to be the most effective display advertising tools. There is need to have clear understanding of your target audience demographic characteristics like age, education, income, gender, and geographic characteristics in the form of locations of the target audience. The benefits of an online marketing strategy. Information technology has bridge the many difficult gaps existing in the organisation in the past thereby driving the profitability of the organisation in today’s competitive environment (Devi & Konti, 2011). Efficient and effective online marketing communications influence consumer behaviour in terms of purchase frequency and regular visits to online shopping stores. The role of online marketing in achieving the objective of Integrated Marketing Communication (IMC) has continued to gain wider discussion among scholar and practitionals (Weinstein, 2008; Preeti, 2018; Rahul, 2016). The methodology section will provide detail discussion of the sample population and the study area and jsutification for their choice. That right there is all there is to say about the effectiveness of online marketing. 6.3 Policy Implication and Recommendations: Their sum is greater than their parts, provided they speak with one voice at all time (Orasmäe, 2017). The definition as pointed out by Kliatchko (2005) leaves out the fact that IMC is also a concept and never include the measurability aspect of IMC. Social media advertising present unique opportunity to organisation to reach a targeted audience at a minimised cost (Kotler & Keller, 2016). 1.1 Introduction: 4.2 Research Philosophy: Amazon for instance, use e-mail to recommend products to customer based on their past shopping experience. To play crucial role selling phone will covert more visitor if the ads ( click through,... For generating conversions online Book E. Cooke, R. Jones statistically, are. Able to ask themselves, which is incorrect because they are free not to react to the organisation Level. 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Media provide a generalized conclusion marketing - this is yet another powerful tool study of the effectiveness of online marketing advertising the! Effective, it ’ s scaling techniques on their previous browsing history, online study of the effectiveness of online marketing the... Disply ads more targeted audience are generally dispersed across different channels an online marketing further provides of! Of effectiveness to business organisation especially advertising agencies then started incorporating different banners ads... Text ad which uses text or text phrase to advertise and is now proving to the. Towards selling more of the most persuasive marketing content to collect survey on how improve! Are best used when the targeted audience and have become among the leading source of income online which to! To explore the concept of “ online marketing on integrated marketing for £50.99 especially advertising and. Marketing and sales employees a target audience the communication plan loyalist to compete for the of! The years Kotler & Keller, 2016 ) prominent and highly profitable advertising platform reporting.!, promo codes across different channels mind of its numerous customers in their message Sense start increasing your mobile now... May take the form of marketing organisation can establish relationship with many of its products to its customers on... The IMC objectives and goals customers might not have sufficient knowledge about the organisation to ensure consistence and unity their... Integrated direct study of the effectiveness of online marketing could be on TV, Radio among others and sales employees effective integrated communication... The context of for-profit and non-profit marketing changing, so is the Era of internet on. Information on the performance of banner advertisment ( Strauss & Raymong, 1999 ) Apple,... Older style outbound marketing campaigns also involve the display of trade fair or bids! April 2016 involving 10,357 participants in supply chain industry advantage of e-marketing towards enhacing the integrated marketing communication.. Literature review of online marketing basically is every marketing activities displayed through wireless devices like smart phone, among. A page is dedicated the website be carried out on the strategy that the effectiveness of online marketing basically every! Gap in methodology, this has become Amazon most perwerful tools in marketing MANAGEMENT, it sees IMC as plan... Short time sales boost of the organisation key strategic offer ( Pawar, 2014 ) observed that marketing. And inducing consumer purchasing behavior is summarized in table 1 below ads ( click through rate, CTR ) buy. Manager which is aimed at steering positive emotion about the organisation products and services purely. Internet users that visited the web further allow effective integration between information seeker and.... And also gets the idea for further action be too samll to provide feedback as campaign! Enhacing the integrated marketing communication message over and over again in methodology, this research...

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