study of the effectiveness of online marketing

Contents Starting online marketing Online marketing greenville Changing rapidly don’ Amruta vijay pawar Global total advertising Effectiveness of Internet Marketing Initiatives By Marc J. Epstein and Kristi Yuthas MANAGEMENT ACCOUNTING GUIDELINE … organizations that invest in online marketing. There will be studies that show direct mailing as the key to effective marketing. The business environment is drastically revolving and changing, so is the tools employed in decision making process. It is an indirect promotional tool that is designed to improve the image of the organisation positively in the minds of the consumers. Many studies have investigated possible media context effects. Tools to Track and Measure the Effectiveness of Online Marketing Google Analytics, Google Webmaster Tools. Caemmerer (2009) noted that integrated marketing communication is an approach employed by the organisation to manage the essential relationship between employees, customers, and shareholders with the intent of sending unified message across boards in order to maximize the impact of the promotion on the targeted audience. In this sub-section we shall evaluates few of the categories and there success stories. It should be able to highlight the organisation key strategic offer (Pawar, 2014). It is interesting to note that most organisation as revealed in the literature reviewed are yet to embrace integrated marketing approach especially online partly because they don’t have the requisite knowledge to execute such plan as discussed in this chapter or partly because they don’t have sufficient knowledge about its benefit as will be discussed in the next chapter. Since the introduction of IMC in marketing management, it has enjoyed considerable acceptance among scholars and practioners. 3.1 Role of Online in Integrated Marketing Communication: The advantage over traditional print media is that they ussually last for a while and that all, but with the internet as long as the content is relevant people will keep on seeing the content (Markova, Prajova, & Salgovicova, 2011). 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 marketing basically is every marketing activities that takes place on the internet. Lastly, I express my deep sense of gratitude to the almighty, my family members, friends & colleagues who have directly and indirectly helped me in this dissertation. 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. A Descriptive Study of the Effectiveness of Internet Advertising on Consumer Buying Behavior in Nagpur City. It could even be on billboard. The data was analyzed using descriptive statistics (mean, standard deviation, Skewness etc) and frequencies (percentages, table and graph). In this section, the researcher will provide review of popular definition of I MC and what differentiate each one of them. 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. The format of the message is also assumed to be very important. As observed by Jennifer (2001) marketing is a collective medium with which individuals or group of individuals can collectively exchange goods and services based on their needs and wants. Effectiveness of Online Marketing Mobile Marketing Makes Sense Mobile Marketing Makes Sense Start increasing your mobile focus now or risk being left disastrously behind. With online marketing organisation can establish relationship with many of its numerous customers in their various social media handle. The choice of these three organisations are determined by several factors as discussed in the methodology. Strauss & Raymong (1999) noted that in a well designed integrated marketing communication plans, online presence facilitates personal selling and gives the sales representatives to reach more individuals with the organisation products and services. Lungren (2004) sampled only three marketing manager which is rather argued to be too samll to provide a generalized conclusion. 3.1.2 Online Public Relation: This definition place emphasis on the process of getting information across to the customers or prospective customers and how it changes consumer buying behavior to the product or services. Advertising agencies then started incorporating different banners and ads regarding organisation products and services in their publications. This research will provide answer to some important question that borders on the effectiveness of online marketing in achieving effective integrated marketing commmunication in Nigeria. This type of sales promotion is used to encourage employees to put in their best and work towards selling more of the organisation products. Secondly, the extent of interaction with the ads (click through rate, CTR). 2.5 Promotional tools of Integrated Marketing Communication: For instnace, most of the online service providers like the software producer organisation often gives free sample to the consumer for test over a specified period of time after which they are required to pay for the product or service if they so wish to continue using the service. All of these communication tools work better if they work together in harmony rather than in isolation…, Attractiveness of Online Marketing in the Age of Industry 4.0. Online marketing therefore provide a better, faster, more reliable, more economical, more profitable platform to reach more target audience within the shortest time frame and providing the organisation opportunity to achieve more at a lesser time frame (Pieton & Broderick, 2005)ľ. Online marketing has create a niche in the organisation competitive strategy as it can integrate responsive marketing strategy and adapt easily to all other marketing and promotional strategies of the organisation targeted at boosting sales, gaining competitive advantage, and achieving customer satisfaction (Edosomwan, Kouame, Prakasan, Seymour, & Watson, 2011 ). Study of the Effectiveness of Online Marketing on Integrated Marketing Communication According to Pawar, AV. One hundred and eight computer users from Taiwan, China and the USA watched both interactive and non-interactive advertisements featuring either a battery or a floppy disk. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. The message structure has also been identified to play crucial role. It is one of the most prominent and highly profitable advertising platform for organisation that provide specific services. Whenever the customers visit the sites, they fill up their contact details and give feedbacks. Yet another clan of business gurus claim that this is the era of internet marketing . Secondly, in the e-mail quick response from the customer can be achieved since the organisation often attached link to the e-mail back to the organisation website where transation or registration can take place. This study attempted to explore the marketing effectiveness of two different social media sites (Facebook and Twitter) in the hotel industry. I sincerely thank them for their treasured guidance without which this dissertation would have never been possible. 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. There are various medium as noted earlier that marketing can be carried out on the internet. The changing business environment require that organisation achieve more customer satisfaction, exceed shareholder’s expectation, integrated and harmonize all stakeholders’ interest to remain competitive. Strauss & Raymong (1999) observed that dialogue, borderless communication, inclusive and continuos communication is the basis of effective value delivery and building Strang personal relationship with the stakeholders online. 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. SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, With the rise in e-commerce, sales promotion activities has increased drastically online. Another popular ad is that of text ad which uses text or text phrase to advertise and is linked to the advertiser content. Integrated direct marketing - This is an internet based tool where they have a response corner designed on the websites. Ekhlassi, Maghsoodi, & Mehrmanesh (2012) noted that the fact that online marketing facilitates better integration of the various promotional tools of the organisation to work in harmony towards achieving the overall objectives makes online marketing an indispensable tool in actualizing effective integrated marketing communication in the organisation. ii. See all articles by Anupkumar Dhore Anupkumar Dhore. Your integrated marketing communication plan should be able to answer the following questions; is the organisation trying to create more brand awareness, trying to increase its sales revenue, develop and build more customer relationship? According to Short (2012), the report from Direct marketing Association reveal that e-mail marketing is the most paying online marketing platform as it saves advertiser about $44 for every $1 spent. 2.3.2 Video Marketing: Pawar (2014) observed that advertising allow organisation to message their targeted audience with same message over and over again. 8 FINDING #2. IMC stem from the need for effective coordination of organisation marketing communication strategies in a clear, concise, credible, competitive and consistent manner that facilitates the sharing of a clear message about the organisation products and services (Ekhlassi, Maghsoodi, & Mehrmanesh, 2012). Although, as argued by Robinson, Wysocka, & Hand (2007) it easy to incorporate and can be used in e-mail and text messages. Promotion has its own mix of communication tools. 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. Lastly few of the studies who have investigated the study in India (Pawar, 2014; Rahul, 2016) and Sweeden (Lundgren, 2004) have some methodological issue which raise eyebrow about the findings of the research. The benefits of an online marketing strategy. 2.3.5 Big Data: Chapter Four: Research Methodology Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study Afrina Yasmin, Sadia Tasneem, Kaniz Fatema Department of Business Administration, Northern University Bangladesh Department of Business Administration, Asian University of Bangladesh Corresponding author (e-mail): Abstract: Marketers are faced with new challenges and opportunities within … As such, the author pointed out that for a sucessful marketing communication strategy, the IMC must observe series of steps including recognizing a clear targeted audience, setting communication goals and objectives, creating the message, planning an integrated communication strategy and developing a framework that clearly deliver the organisation message to the audience. The problem with this work is that customers might not have sufficient knowledge about the organisation IMC as such might lead to misleading findings. As I mentioned earlier, Google Analytics is an excellent tool for tracking and measuring the effectiveness of online marketing activities. Consumers often see organisation that advertise their products as quality products and services (Caemmerer, 2009). DYP-M.Phil-126090008) … Duncan (2005) later revised the definition put forward earlier to accommodate other forms of marketing promotional tools other than those the marketing managers want to employ at that point in time. 2.3.3 Influncer Marketing: your concept of marketing effectiveness. In capturing the definition of IMC, Shultz (2004) noted that integrated marketing communication is strategic business approach employed in planning, developing, executing, measuring, evaluating, coordinating and a persuasive brand communication programs with consumers, customers, prospective customers, suppliers, and every other stakeholders to the organisation. Distinguish between vanity and value when analyzing and reporting ROI. It will also be one of the key themes at our Festival of Marketing event in November. 1 Identify the Targeted Audience: 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. The personal communication channel are those channels that involve communication between two or more people whether on phone, email or any other medium. Online marketing or e-marketing as often referred to all marketing activities carried out online to reach the customers as opposed to the traditional way of reaching the customer like print media, sales promotion, adverts on tv and on radio (Goldfarb, 2011). Media provide a context for advertising that may affect consumer responses to advertising. 1.2 Research Question: (2014), Integrated Marketing Communication (IMC) is a marketing concept that ensures all forms of communication and messages are carefully linked together, integrating all the promotional tools, so that they work together in harmony. The Effectiveness of Online Advertising Consumer’s. Internet-marketing / E-commerce / E-business as equivalents or a deferent wording for the same meaning, which is incorrect because they are deferent. 5.6 Measuring the effectiveness and performance of Online Marketing: I am also grateful to “Mr. The argument is that when people seek for information regarding a keyword concerning the organisation products, Google will index the organization URL in their search result thereby advertising the organisation product invariably. al. Specifically, the research will be embarked to provide answers to the following research questions: i. Of course there are several reason that prompted the rise in integrated marketing communication among practioners including but not limited the need for an overhaul allocation of organisation marketing expenditure from the existing traditional promotional means to other entising promotional means like trade oriented sales promotion, lower cost and more targeted tools including event marketing, direct mails, spornsor ads and extensive exploration of the internet for advertising purpose (Kotler & Armstrong, 2012; Weinstein, 2008). 3: Crafting a Clear Message: Secondly, that IMC should be audience- focused, a good IMC should have a particular target all the promotional tools are directed at reaching with same message in every platform. The fact that online marketing provides the organisation opportunity to speaks with a consistent voice across the various platform in the global market makes the general public and existing customer to easily assess the objectives of the organisation facilitating their decision making about the organisation products (Devi & Konti, 2011; Caemmerer, 2009). The advantage of online advertising over the print media or broadcasting media like television is the ability of the ads to be align with what the targeted audience is interested at that point. The definition highlighted four key things, first, that IMC is both a concept and a process. 1.4 Justification for the Study: The same study also shows that the buying process happens 3 times faster than in social media. 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. The earlier studies have concluded that when a huge sum is spent on advertisements and other marketing campaigns consumers began to expect more from that particular brand. It invloves sending customers (subscribers) e-mail regarding the organisation products based on their previous browsing history. Their definition sees IMC a holistic marketing plan that combine not just the basic four promotional tools but also other marketing tool to achieve a consistent and unified marketing communication plan that drives the organisation product. Sales promotion instruments includes coupon, rebates, free or low cost gift, contest, products sampling among others. The uniqueness and fundamental role of online marketing can be further explored when looking at its potential in effective integration of marketing communication. Sometimes, an individual might type “where to fix sun glass” and Google will display various office address that fix glass for nonsponsored and below it or above it display the sponsored ads. 2.2.3 Social Media Advertising: The study cover the customer preferences and satisfaction to the dairy products and effectiveness of distribution channels and sale promation activities of the Sangam dairy products based on the opinion expressed by the sample respondents. Programmatic advertising refers to online ad automation facilitated by AI-driven software, resulting in a more efficient, cost-effective, hands-off approach to targeted advertising. You are currently offline. 5.7 Trending Online marketing tools employed: CHAPTER SIX And lastly, IMC should be result-driven. Collected data has been analyzed with the help of various statistical tools and techniques. Products and services are purely recommended to individuals based on the past history (Short, 2012). What is Affecting Customers’ Intention to Perform Social Media Marketing Activities in the Hotel Industry? Every strategic tools of the organisation to achieve competitive advantage in today’s competitive business environment must incorporate one or more aspect of the information technology. Orasmäe (2017) noted that all of the communication tools work better if they are integrated together in unity rather than working in isolation. 4.1 Introduction: 2.6.5 Ensure your message are integrated properly: Patil University, School of … Their definition is unique in that, it sees IMC as marketing plan and not just tool. Kliatchko (2005) noted that the definition lack some elements in it, such as, measurability and creativity, cost-efficiency, consumer orientation among others and noted that the definition is inadequate. Pawar (2014) observed that a well synchronised campaign message across different channels online, whether via e-mail, social media advert, search engine optimization, sales promotion among others should convey the same message and aimed at achieving a particular objectives like increasing sales, creating brand awareness and many more. In 2007, they published their first seminal meta-analysis of the IPA’s Databank, ‘Marketing in the Era of Accountability’, to identify which media strategies performed the most effectively at driving business effects such as profit growth and market share increases. STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION By: Dr. Nitin Gupta (Asst. Oladele (2009) noted that personal selling is a form of personal presentation carried by the organisation sales force with the intent of making sales and building customer relationships" Pawar (2014) observed that personal selling is a form of word of mouth and mostly effective for building buyer preferences for the products or service, convincing the consumer and inducing their buying behavior for the organisation product. Though appear to be annoying sometimes, it still appear to be the most effective display advertising tools. Celebrities frequently endorse products, brands, political candidates, or health campaigns. Markova, Prajova, & Salgovicova, (2011) observed that its role is to look after the nature and basis that define external relationship between the organisation and the various stakeholders. Jennifer (2001) noted that online marketing can be reffered as any promotional activities of the organisation that uses internet to deliver the message to the consumers or the general public. Google still remain the largest mobile marketing earner (Ovijidus, 2018). What is unique about this research? Improving Marketing Effectiveness 2. It was equally revealed that integrated marketing online effectiveness can be measured using a number of metrics including consumer interaction on site, number of repeated visit, sales volume and profits among others. The author noted further that social media has gone through stages of development in the past few years and it is expected that its growth will stabilize over time. Like the traditional offline advertising that uses broadcast or print media in advertising effort, organisation advertising their products to reach their targeted audience should consider internet as they would television, newspaper, radio, outdoor and others (Strauss & Raymong, 1999). 1.3 Research Objectives: Weinstein (2008) observed that online marketing is the promotion of organisation products through digital or electronic platform. Multichannel marketing is becoming increasingly important as technology evolves and people consume content in so many different ways. It is used to create awareness about a product or services and sometimes used as direct marketing. However, most organisation in B2B have viewed internet as even opportunity to increase their coverage and presence by maintaining strong online presence. This happen to be the most relevant and popular display advertising platform. However, with the rise in the use and application of internet in our daily life, where millions of people spend bunch of their time online searching for information, marketing managers started seen the potentials in advertising online (Belch & Belch, 2004). For instance, facebook page provides a platform for organisation to interact with several customers at the same time understand their feeling about the products and services what need be done and what should be modified. - High royalties for the sales At this point the organisation design the message to be past to the general public. And this is achieved by highligthing the wonderful feature of the products or service.  (Atlantic international university). Display advertising can be in various form. Caemmerer (2009) reenforce the view of Orasmäe (2017) when the author noted that IMC is a marketing strategy that integrate all form of marketing tools to work together in a harmonized and cosistent way rather than implemented in islation. Preeti (2018) noted that as the global economy is driving towards an integrated market where all consumers and producers are connected together at a matter of click. STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION With the growing usage of the internet, online marketing is no longer classified as a form of direct marketing since it provide online avenue for effective utilization of other promotional tools. It is therefore the act of harmonising the various promotional tools of the organisation to ensure consistence and unity in their message. The objective is to create positive image about the organisation on the mind of its stakeholders. This research work investigated the effectiveness of online marketing on integrated marketing communication strategy. As apointed out by Belch & Belch (2004) the fact that marketing environment are becoming highly competitive and the once disaggregated marketing environment is losing out to the integrated and coordinated marketing strategy where corporate leaders are flexible to combine approaches allowing brands speak with a one voice across different media outreach. Step #1: Evaluate your digital marketing goals. 3.1.1 Online Advertising: The marketing plan works better together in achieving the needed result. This session was presented by Nigel Gilbert, Chief Marketing and Communications Officer, TSB. 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. June 12, 2009 Share ; Email ; Print; What is the best way to generate sales online? Sales promotion is a long sales strategies employed by organisation to encourage short time sales boost of the organisation. 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. It is all marketing activities displayed through wireless devices like smart phone, tablets among others. To what extent can online marketing be effective in achieving organisation marketing strategy? As argued by Pawar (2014) online marketing provides easy integration of the various promotional tools and makes them speak a consistent message thereby increasing trust on organisation products and services. An orgnisation selling phone will covert more visitor if the message read “buy Samsung galaxy” than Samsung galaxy informatiom. Marketing effectiveness is the measure of how effective a marketing plan is at optimizing spending to achieve positive short and long-term results.It is related to marketing ROI.Marketing effectiveness can also be measured by benchmarking your Alexa Rank against your competitors’. 1.5 Scope of the Study: Statistically, there are indicators that show the growing potential of email marketing. Information on the performance of their product, review and weaknesses of the products are received and evaluated at their various social media handles. Social media advertising present unique opportunity to organisation to reach a targeted audience at a minimised cost (Kotler & Keller, 2016). Of course the audience of the message also play an important role in decision regarding the format of the message. This is also common in print media where a page is dedicated the website. 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. Abstract In this study we try to explore the concept of “online marketing” in a holistic context. Non-personal communication channels includes the media: print media, broadcast media, electronic media, bill boards and are msotly from paid media (Jennifer, 2014). 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. This is the earliest form of advertising on the internet and still remain among the most popular advertising tool employed in the internet especially in blogs and non-advertising agencies website. There are several reason an organisation can engage sales promotion. Banner ads and button ussually ocupy a position in the website like normal print media and link is attched to it to get to the advertiser website where the transaction or the very action takes place. Ekhlassi, Maghsoodi, & Mehrmanesh (2012) opined that integrated marketing communication is a system of marketing that ensure all forms of communication and messages of organisation products and services are properly linked together in a complementary manner. Good public relation does not just occur by accident, it is a delibrate plan of action by the organisation to influnce the opinion of the public about the organisation and to also maintain coordial relationship with the general public. Online marketing can be of different form including e-mail marketing, display advertising (different form of banner advert), search engine marketing, mobile advertising, social media advertising, among others. 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. It is therefore recommended among others that organizations need to employ various artificial intelligence technology to gather as much information as they can about their customer needs, psychographic, geographic and demographic information to determine what marketing strategy and medium will appeal most to the targeted customers and channel more of the marketing effort towards such direction. Online marketing is therefore not seen by many scholars as another form of promotional tools like advertising, personal selling, direct marketing among others but seen as a powerful medium of implementing the various marketing tools online to reach more targeted local and global audience. iii. 3.1.4 Sales Promotion Online: The most popular foremost definition of IMC is that provided by American Association of Advertising Agencies. To ascertain the effectiveness of online marketing in achieving effective and efficient integrated marketing communication in the organisation. On the importance of integrated marketing communication as an approch to marketing, Belch & Belch (2004) argued that IMC if well planned will bring about several advantages over the traditional disaggregated approach to both clients and customers. 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