Information technology can be employed as a tool to reach global audience at a minimized cost and has contributed more than 50 percent in the successful integration of the global economy (Devi & Konti, 2011). Fast forward nearly a decade, and Binet and Field have revealed their latest analysis of the IPA Databank, ‘Effectiveness in the Digital Era: Media in Focus’, which is designed to identify marketing best-practice at a time when usage of online channels is widespread. over the world and how online marketing has continued to shape the orgnisation competitive advantage. This research work investigated the effectiveness of online marketing on integrated marketing communication strategy. 4.3 Research Design and Method: 2.2 Forms/Types of Online Marketing: Consumers often see organisation that advertise their products as quality products and services (Caemmerer, 2009). Moreover, Social-Interactive Engagement, which is more uniquely characteristic of the web as a medium, is … 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. The researcher also discovered that the trending online marketing tools employed by most organisation includes, e-mail marketing, social media marketing, search engine marketing, artificial … 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. Buy now! 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. Study of this nature will therefore provides corportate leaders with information on the performance of online marketing in reaching the targeted audience, the step by step process of integrating online marketing with the organisation integrated marketing communication strategy. 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. Oduwale (2009) noted that sales promotion could also involve the display of trade fair or auction bids. It wasn’t long that organisations especially the tech giants started realizing the potential benefits of using e-mail to market their products to their customers in a costless effort. - Publication as eBook and book This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. 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. Products and services are purely recommended to individuals based on the past history (Short, 2012). 5 FINDING #1. Organisation should be able to ask themselves, which channels are my customers familiar with? Internet-marketing / E-commerce / E-business as equivalents or a deferent wording for the same meaning, which is incorrect because they are deferent. SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, Their definition is unique in that, it sees IMC as marketing plan and not just tool. The same study also shows that the buying process happens 3 times faster than in social media. In the world of marketing effectiveness research, two people stand above all others: Les Binet and Peter Field. Another definition was put forwards by Duncan & Caywood (1996, p. 18), where they see IMC as “the process of managing all sources of information about a product/service to which a customer or prospect is exposed which behaviorally moves the consumer toward a sale and maintains customer loyalty”. BTEC Level 3 National Construction and the Built Environment Student Book S. Topliss, M. Hurst. BTEC Level 3 National Applied Science Student Book F. Annets, S. Foale. It involve keen evaluation of organisation products and services, the demographic, geographic and psychographic of the consumer to determine which products and services to offer to different individuals at each point in time (Percy, 2008). As individuals visit organisation website, interact with the organisation providing a lead, an individual sales person can be assigned to follo-up the visitors which then become a sales prospect. The integrated marketing communication tools effectiveness in creating brand awareness and inducing consumer purchasing behavior is summarized in table 1 below. 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. At its … It was the most popular form of advertisement online but emphasies has shifted from it largely because of its low performance (Belch & Belch, 2004). Internet Marketing. As argued by Devi & Konti (2011) online marketing bring the organisation products closer to the customer regardless of the location in the world as long as the customers have access to the internet. It could even be on billboard. Strauss & Raymong (1999) obsered that unlike the offline sales promotion that is directed to retailers in the chennels of distribution, sales promotion online are directed to consumers themselves and the impact of the sales promotion can therefore be easily measured based on the level of interaction in the website. Based on surveys conducted by the Channel Preferences Survey, these indicate that 91% … It is üssed to create goodwill message about the organisation to all its major stakeholders; the employees, media, finanvial institutions, shareholders, community, suppliers, government among others. First is the fact that e-mail permit sending of mail across to the customer at no cost compared to direct mailling that organisation pay for poster service. The rational appeal, which appeal to self-interest of the consumer. 2.3.2 Video Marketing: What is Affecting Customers’ Intention to Perform Social Media Marketing Activities in the Hotel Industry? To ascertain the effectiveness of online marketing in achieving effective and efficient integrated marketing communication in the organisation. 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. This kind of advertising is common among the search engine organisations like Google, Yahoo, Yandex, Ask.com among others who often display sponsored adverts outside the normal search engine results pages. An orgnisation selling phone will covert more visitor if the message read “buy Samsung galaxy” than Samsung galaxy informatiom. Pawar (2014) observed that a clear and unambigious message should get attention, interest, arouse desire and leads to action on the part of the audience. The Effectiveness of Online Marketing. Kotler & Armstrong (2012) have earlier noted that the more information the customers have about the organization product and services the more likely they will patronise the organisation. The same studies shows that the efficiency of the online marketing communication tools, leading for positive outcomes and attracting new visitors to the website, is affected mainly by attributes toward this tools and the most important of those are ‘entertaining’ and ‘trustworthy’.1 The second one is the emotional appeal, which is aimed at steering positive emotion about the organisation products. 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). Online marketing is 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). 2.6. Organisation can pay for sponsor ads in social media or simply keep on updating their social media handle to increase interaction among customers in the social media handle. 5.1 Introduction: 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. Findings revealed strong positive … The sole purpose of effective online marketing is to utilise a strategy that has the lowest possible cost and risk investment, in order to maximise sales potential and receive a high return on investment (profit). Independent. At this point the organisation design the message to be past to the general public. Freelancers have equally used blog for advertising purposes. In the field of marketing, marketing communication is evolving and changing, there is rise in new tools, theories, techniques, technological changes, and cultural dynamics all combine to create impact on the way marketers are communicating their message to the targeted audience. What is unique about this research? The dairy marketing has dearth of evaluation studies available and it is an attempt by the researcher to under take a study of this type. 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. Measuring the effectiveness of your B2B online marketing program is essential. 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. Sales promotion is a long sales strategies employed by organisation to encourage short time sales boost of the organisation. Business environment is changing so is the tool employed in the management of business. 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. 2.2.6 Mobile Advertising: Chapter four will discuss the methodology adopted for the research work while chapter five will present and discuss the data collected in the course of the research. 5.3 Online Marketing and Organisation Marketing Strategy: ... a Forbes study says marketers of all sizes should start with search. An investor does not need to visit the organisation before having access to the organisation financial report with the internet (Hughes & Fill, 2006). 6.4 Implication for further study: I am thankful to Atlantic International University School of Business and Economics for giving me an opportunity to pursue Doctorate in Marketing. Organisation should ensure that all the marketing team regardless of their projects, work together for the achievement of the overal objectives and goals. This will facilitates an understanding of the performance of the coupon, promo codes across different channels. Marketing activities in the 1980’s and 1990’s have been dominated by traditional marketing mix offline, with the advent of the internet, the focus of marketing has shifted to online marketing. Table of Contents. The methods and techniques used for online marketing include email, social media, display advertising, search engine optimization, Google AdWords and more. SYDENHAM INSTITUTE OF MANAGEMENT STUDIES, 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. And lastly, chapter six will provide conclusion and policy recommendation for corporate leaders and marketing managers on process of sucessfully integrating online marketing in organisation I MC. Regardless of the channels the organisation opted for, it should ensure that the message are clear and convey the same meaning across board, targeted at achiving same goals and objectives and directed towards organisation strategy. A Descriptive Study of the Effectiveness of Internet Advertising on Consumer Buying Behavior in Nagpur City. A pop-up is described as a new web page displayed above the current web page the internet user is surfing currently. Online marketing further provides platform of stage by stage appealing to different categories of customers with what appeal them most. 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. STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Dissertation submitted to D.Y. 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. As argued by Preeti (2018) information technology has revolutionaiized the means at which organisation communicate to both existing and prospective customers, increasing return on investment and reduce cost of reaching out to the customers. The second chapter will provide the literature review, where the researcher will review what has been done and identify what is yet to be done as regards with the topic. It involves the use of short term incentives to intice consumer to patronise the organisation products. Orasmäe (2017) noted that it any form of direct communication to a specified individuals or group of individuals designed to generate immidiate response - direct order, request for further information - generating lead of action, make a direct move by checking more of the organisation product or services. At its most basic level, Integrated Marketing Communication or IMC means integrating all the promotional tools, so that they work together in harmony. 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): afrinadu6@yahoo.com Abstract: Marketers are faced with new challenges and opportunities within … E-mail have several advantages over the traditional mail send across the customers. The tools are discussed below. The advert may take the form of static or rich disply ads. Roman Viliavin Vice-CEO at Promodo SEM Company. 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). BTEC Level 3 National IT Student Book 1 K. Anderson, A. Jarvis. 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). 1.4 Justification for the Study: 2.6. For instance, Pawar (2014) studied effectiveness of online marketing on IMC and uses case study design and the sampled organisation customers. It will also be one of the key themes at our Festival of Marketing event in November. E-mail Marketing: The text based e-mail marketing is similar to the traditional mail send across to organisation customer offline. He then defines IMC as “the process of strategically controlling or influencing all messages and encouraging purposeful dialogue to create and nourish profitable relationships with customers and other stakeholders”. The definition highlighted four key things, first, that IMC is both a concept and a process. 2.6.6 Evaluation/Feedback: Chapter Three It includes mobile phones (both SMS and MMS), social media marketing, display advertising, search engine marketing and many other forms of digital media. Thus, internet marketing uses online platform to deliver promotional marketing message to consumers (Pawar, 2014). The fact that the target audience might have a particular understanding about the organisation products implies that any effort to integrate the promotional mix will only be effective if the message is designed to address the need of the targeted audience (Belch & Belch, 2004). Promotion is one of the Ps in the marketing mix. This study has described various forms of digital marketing, effectiveness of it and the impact it has on firm’s sales. Some organisation even ask brand loyalist to compete for the right message where the winner are rewarded financially. To determine the extent online marketing can be effective in achieving organisation marketing strategy. It is however noted that organisation cannot properly utilize online marketing to achieve strategic and effective integrated marketing communication without proper understanding of the performance of the various promotional tools of the organisation on the online platform. The leading advertising company is Google App, Apple Apps, Galaxy Apps among others. In the following question, the … ... a Forbes study says marketers of all sizes should start with search. This research seek to find answer to the question, to what extent can online marketing improves the effectiveness of organisation integrated marketing communication strategy in reaching the targeted audience? 12 Pages Posted: 18 Mar 2019. Advancement in information technology (ICT) have made online advertisement indispensable for an organisation to achieve competitive advantage in any industry (Fang & Mykytyn, 2007). In this section, the research will examine literature on the effectiveness of online marketing in an integrated marketing communication environment with the intent of discovering whether online marketing have made integrated marketing communication effort more effective or not. Our results show that both types are positively associated with advertising effectiveness. iv. In this section, the researcher will provide review of popular definition of I MC and what differentiate each one of them. All of your inbound marketing and lead generation efforts—your website, blog, landing pages, SEO, social media and email marketing—should be continually measured, analyzed and fine-tuned. At its most basic level, Integrated Marketing Communication or IMC means integrating all the promotional tools, so that they work together in harmony. 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. Specifically, the research will be embarked to provide answers to the following research questions: i. A major shift occurs again with the introduction of blogging, and relational based marketing, small entrepreneurs are able to publish different contents that interest the public, attract visitors across the globe and are rewarded for the traffic by advertising agnecies. Google (2007) argued that the proportion of people having access to the internet is growing yearly by an average of 3.8 percent more than the growth rate in the world population. 3.1.3 Personal Selling Online: iv. Marketing tactic-level KPIs track the effectiveness of individual marketing tactics and tools. Given the fact that online are becoming the most prominient medium of entertainment and communication, average working class individuals spend more time on the internet replacing the outdated information sharing mediums. 2.5.1 Advertising: By Jack Simpson September 3rd 2015 13:21. Patil University, School of … Display advertising as noted by Pawar (2014) target consumers or audience with similar traits and needs to appeal to their needs thereby increasing advertising impact. TSB Bank began operating as a separate business within Lloyds Banking Group in 2013. Chapter three will review the internet facilitates the effectiveness of integrated marketing, how the success of integrated marketing communication online can be measured, and lastly a review of the trends in online marketing approach employed by top organisations in the world. 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. Multichannel marketing is becoming increasingly important as technology evolves and people consume content in so many different ways. The agency define IMC as “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - general advertising, direct response, sales promotion, and public relations - and combines these disciplines to provide clarity, consistency, and maximum communication impact” (Schultz & Schulz, 2004). To what extent can online marketing be effective in achieving organisation marketing strategy? In this study of the social network sites we will concentrate on Facebook and its effectiveness as a tool of marketing in the Saudi population because recently it … There are several reason an organisation can engage sales promotion. 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. 4.4 Area, Population and Sample of study: A clear and concise objectives well communicated to everyone in the organisation will help the organisation to achieve effective integrated marketing objectives. 3.3 Online Marketing Trending Tools in IMC: 3: Crafting a Clear Message: Consumer oreinted sales promotion is diredted at inducing consumers of a product to buy more of the product while trade oriented sales promotion is geared towards encouraging the channels of distribution to buy more of the product. Chaffey et. Step #1: Evaluate your digital marketing goals. Professor, Subharti University, Meerut) Mr. Aman (MBA-Student, Subharti University, Meerut) Abstract Integrated Marketing Communication is a marketing concept that ensures all forms of communication and messages are carefully linked together. Twenty first century organisation are engaging all its stakeholders particularly the internal (employees) and external customers in a dialogue to determine what the customers want and how the organisation can get it done. There are several ways in which information technology or the internet is facilitating better and effective marketing communication across organisation (Pawar, 2014). Weinstein (2008) is of the view that online marketing is the promotion of organisation products through digital or electronic platform. 1 Identify the Targeted Audience: 2.2.3 Social Media Advertising: Six case studies proving the effectiveness of multichannel marketing.  (Atlantic international university). Advertising agencies rely so much on cookies which are unique information collected based on the history of individuals browsing therbey making it easy to target and serve the Customers with adverts from organisation they often visits. The author noted that it serve products to consumers at low per exposure cost but a high overall cost. 2.6 Steps Involved in Developing Effective IMC Program: In this section, the researcher will discuss the various steps involved in effecting an effective integrated marketing communication. Efficient and effective online marketing communications influence consumer behaviour in terms of purchase frequency and regular visits to online shopping stores. Sales promotion instruments includes coupon, rebates, free or low cost gift, contest, products sampling among others. EVALUATING THE EFFECTIVENESS OF INTERNET MARKETING INITIATIVES CONTENTS EXECUTIVE SUMMARY Though there have been many calls by corporate and academic leaders for the measurement of payoffs of Internet marketing,there has been little developed that provides managers with the guidance they need to evaluate Internet marketing success.It is no longer acceptable to … Organisation also uses contest for a product or gift to keep their customers or fan based exicited and interacting in the website. Abstract In this study we try to explore the concept of “online marketing” in a holistic context. E-mail remain a powerful marketing instrument today in the hand of tech giants like Amazon. Banner ads: This appear to be the most commonest multimedia advertising medium on the internet (Devi & Konti, 2011) . Bio. There will be studies that show direct mailing as the key to effective marketing. Basically, there are two form of sales promotion, consumer-oriented sales promotion and trade-oriented sales promotion. 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). With the growth in the internet users and application since the last three decades, organization have started shifting focus from offline marketing to online in reaching out to more customers. 3.1.1 Online Advertising: The origin of online marketing can be traced to the 1990’s when there is transformation in the information technology and increase application of the internet to facilitates business objectives. 8 FINDING #2. There should be an open channel across the various platform to provide feedback as the campaign progresses. To achieve this, organisation from time to time employ different promotional tools to communicate their products and services to the targeted audience. DYP-M.Phil-126090008) … Pawar (2014) noted that organisation designing IMC should have a clearly target audience in mind that incorporate prospective customers, current customers, influncers, a particular group, or even the general public. It is disheartning to note however, that despite the numerous advantages and benefits that goes with integration of marketing communication online, many organisation are yet to embrace online integrated marketing communication as a clear marketing strategy to reach a more targeted audience, maximize profit and minimize cost. Before we determine which online marketing strategies are most effective, it’s important to highlight what goals they have in common.. 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