This research work investigated the effectiveness of online marketing on integrated marketing communication strategy. Specifically, the work aimed at assessing the extent online platform improves the effectiveness of integrated marketing communication strategy. To achieve the objectives of the study, the researcher employed descriptive survey where the marketing/sales department officers of three organization were sampled to collect relevant information regarding the effectiveness of online marketing in actualizing the goal of integrated marketing communication. The organization sampled includes Coca-Cola Nigeria (multinational firm), Uber Nigeria (multinational Firm) and ABC paint (domestic firm) in carrying out the study.
Information was obtained from the respondents using questionnaire instrument of data collection using 5 point Likert Scale. The data was analyzed using descriptive statistics (mean, standard deviation, Skewness etc) and frequencies (percentages, table and graph). From the research findings, it was revealed that online marketing is effective in integrated marketing communication strategy of the organisation by increasing the brand awareness, improves customer satisfaction, easy integration and management, and facilitates automation of marketing activities. 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 researcher also discovered that the trending online marketing tools employed by most organisation includes, e-mail marketing, social media marketing, search engine marketing, artificial intelligence and chartbot among others.
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.
Table of Contents
Chapter One
1.1 Introduction:
1.2 Research Question:
1.3 Research Objectives:
1.4 Justification for the Study:
1.5 Scope of the Study:
1.6 Structure of thesis:
Chapter Two: Literature Review
2.1 Introduction:
2.1 Online Marketing: An Overview:
2.2 Forms/Types of Online Marketing:
2.2.1 Display Advertising:
2.2.1.1 Banner Advertising:
2.2.1.2 Pop-Up Advertising:
2.2.2 Search Engine Advertising:
2.2.3 Social Media Advertising:
2.2.4 E-mail/ Newsletter Marketing:
2.2.5 Blogging:
2.2.6 Mobile Advertising:
2.4 Integrated Marketing:
2.5 Promotional tools of Integrated Marketing Communication:
2.5.1 Advertising:
2.5.2 Personal Selling:
2.5.3 Sales Promotion:
2.5.4 Public Relation:
2.5.5 Direct Marketing:
2.6 Steps Involved in Developing Effective IMC Program:
2.6. 1 Identify the Targeted Audience:
2.6. 2: Definition of the IMC objectives and goals:
2.6. 3: Crafting a Clear Message:
2.6.4 Decides on Channels of Communication:
2.6.5 Ensure your message are integrated properly:
2.6.6 Evaluation/Feedback:
Chapter Three
3.0 Introduction:
3.1 Role of Online in Integrated Marketing Communication:
3.1.1 Online Advertising:
3.1.2 Online Public Relation:
3.1.3 Personal Selling Online:
3.1.4 Sales Promotion Online:
3.2 Measuring effectiveness of Online Marketing in IMC Framework:
3.3 Online Marketing Trending Tools in IMC:
2.3.1 Artificial Intelligence:
2.3.2 Video Marketing:
2.3.3 Influncer Marketing:
2.3.4 Micro Moment:
2.3.5 Big Data:
Chapter Four: Research Methodology
4.1 Introduction:
4.2 Research Philosophy:
4.3 Research Design and Method:
4.4 Area, Population and Sample of study:
4.5 Method and Instrument of data Collection:
4.6 Method of Data Analysis:
4.7 Validity of Research Instrument:
4.8 Ethical Consideration:
CHAPTER FIVE: DATA PRESENTATION AND ANALYSIS
5.1 Introduction:
5.2 Respondents Demographic Information:
5.3 Online Marketing and Organisation Marketing Strategy:
5.4 Integrated Marketing Communication Roles in Organisation Marketing Strategy:
5.5 Effectiveness of Online Marketing in IMC:
5.6 Measuring the effectiveness and performance of Online Marketing:
5.7 Trending Online marketing tools employed:
CHAPTER SIX
6.1 Summary of Findings:
6.2 Conclusion:
6.3 Policy Implication and Recommendations:
6.4 Implication for further study:
Research Objectives & Key Themes
This research aims to investigate the effectiveness of online marketing strategies on integrated marketing communication (IMC) to determine how digital platforms improve organizational reach, customer interaction, and overall marketing performance. The study focuses on identifying key indicators for measuring online marketing effectiveness and explores trending digital tools that organizations use to achieve their marketing objectives.
- Role of online marketing in shaping organizational competitive advantage.
- Integration of digital tools within the existing IMC framework.
- Measurement metrics for assessing the effectiveness of online marketing campaigns.
- Trending technologies like Artificial Intelligence, video marketing, and big data management in modern marketing.
- Empirical analysis of how organizations in Nigeria utilize online marketing for sales growth and customer engagement.
Excerpt from the Book
1.1 Introduction
The global economy and the corporate world has witnessed tremendous changes in the last three decades with technology advancement particularly information technology. ICT has continued to revolutionize the way we do business, interact and live. Information technology has disrupted the business world and have rendered most outstanding theory and principle of marketing invalid and irrelevant such that any organisation that fail to embrace technological advancement and innovation in information technology will have no place to compete in the twenty first century business environment (Preeti, 2018; Belch & Belch, 2004).
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. Belch & Belch (2004) further noted that the internet has been growing rapidly more than 10 times both in its application and users since the 1980s largely because of its imbedded features including flexibility, personalization and interactivity. 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). 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).
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. This is partly because it enables an integrated and coordinated mechanism of sharing information across the partners and audience involved in the implementation of a strategy. As argued by Preeti (2018) information technology has revolutionalized 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.
Summary of Chapters
Chapter One: Introduces the research topic, providing background on the impact of technology on global business and defining the research scope and objectives.
Chapter Two: Literature Review: Examines foundational marketing theories, different forms of online marketing, and the strategic importance of integrated marketing communication (IMC).
Chapter Three: Discusses the practical application of online marketing in an IMC framework, detailing various promotional channels and emerging digital tools.
Chapter Four: Research Methodology: Outlines the research philosophy, descriptive design, and quantitative methods used to collect and analyze data from the selected organizations.
CHAPTER FIVE: DATA PRESENTATION AND ANALYSIS: Presents the empirical findings from the survey data using descriptive statistics to evaluate the effectiveness of online marketing tools.
CHAPTER SIX: Summarizes the key findings, provides conclusions, and offers policy implications and recommendations for marketing leaders.
Keywords
Online Marketing, Integrated Marketing Communication, Digital Marketing, Artificial Intelligence, E-mail Marketing, Social Media Marketing, Competitive Advantage, Customer Satisfaction, Marketing Strategy, Data Analytics, Video Marketing, Brand Awareness, Sales Promotion, Consumer Interaction, Information Technology
Frequently Asked Questions
What is the core focus of this research study?
The research fundamentally explores how online marketing influences and enhances the effectiveness of integrated marketing communication (IMC) strategies within contemporary organizations.
What are the primary themes covered in this dissertation?
Key themes include the shift from traditional to digital marketing, the role of IMC in creating a unified brand message, measurement of marketing performance, and the adoption of modern technologies for consumer engagement.
What is the main objective of this academic work?
The primary objective is to assess the extent to which online platforms improve the effectiveness of organizational marketing strategies and to identify the indicators that signal success in an integrated online environment.
Which research methodology was adopted?
The study employs a descriptive, quantitative survey method, utilizing structured questionnaires distributed to marketing and sales professionals across three selected organizations in Lagos, Nigeria.
What topics are discussed in the main body of the text?
The main body covers the theoretical framework of online marketing, the steps for developing an effective IMC program, the role of specific tools like search engine marketing, and an empirical analysis of survey results regarding performance measurement.
Which keywords define this research?
The research is best characterized by terms such as Online Marketing, Integrated Marketing Communication, Digital Marketing Strategy, Customer Engagement, and Marketing Performance Measurement.
How do organizations use artificial intelligence according to this study?
The study notes that organizations use AI-driven tools, particularly chatbots, to provide 24/7 customer interaction, automate routine marketing tasks, and gather detailed consumer behavior data to personalize service.
Why is video marketing considered a significant trend?
Video marketing is highlighted as a dominant tool because of its high consumption growth rates; it allows organizations to present information in an enticing, concise manner that aligns with current internet user preferences for watching rather than reading.
What impact does online marketing have on advertising costs?
The research concludes that online marketing facilitates cost minimization by offering targeted reach at a lower per-exposure cost compared to traditional offline advertising methods.
- Quote paper
- Sunil Dharmappa (Author), 2018, Study of the Effectiveness of Online Marketing on Integrated Marketing Communication, Munich, GRIN Verlag, https://www.grin.com/document/448279
