Efficient and effective online marketing communications influence consumer behaviour in terms of purchase frequency and regular visits to online shopping stores. 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. STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Date … digital mar… 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. 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). 8 FINDING #2. Organisation can engage in sales promotion to boost short time awareness of their new product and services, to draw quicker response, to attract customer to switch over, to reduce fluctuation in demand for product, increase customer loyalty and stronger response from the buyers. 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. Freelancers have equally used blog for advertising purposes. 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. Inbound marketing strategy is designed to lure customers to your business by such means as attracting people to your website or by the effective placement of ads on popular social media sites. 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. Caemmerer (2009) believed that it is a form oral presentation with one or more prospective buyers for the purpose of making sales. Organisation should be able to ask themselves, which channels are my customers familiar with? Integrated Marketing Communication is a marketing concept that ensures all forms of communication and messages are carefully linked together. 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. With online marketing organisation can establish relationship with many of its numerous customers in their various social media handle. 2: Definition of the IMC objectives and goals: It is all marketing activities displayed through wireless devices like smart phone, tablets among others. 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. Everyone don’t need to be on facebook, magazine. 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. Yet another clan of business gurus claim that this is the era of internet marketing . The interesting thing is that every organisation engages in business for the purpose of making profit in the longrun. It is a person to person promotion aimed at informing, inducing and influencing the buying behaviour of the consumers. Kliatchko (2005, p. 23) definition of IMC as “a concept and process of strategically managing an audience-focused, channel centered, and result-driven brand communication programs over time” is short and more detailed definition of IMC. This medium was first presented by Neil Borden in 1953 which is known today as marketing mix - place, promotion, price and product. 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. Organisation should therefore collect data in real time as the campaign is ongoing. (2003) defines Internet Marketing as the use of Internet to achieve marketing objectives and support the modern marketing concept.Internet opens a world of opportunities to the organizations as well as customers. 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. This section of the research is important given the growth of intenet users all. At its … Online Marketing Effectiveness Search is first. How effective are these chennels in reaching my goals. This research work investigated the effectiveness of online marketing on integrated marketing communication 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 … BTEC Level 3 National Applied Science Student Book F. Annets, S. Foale. 5.2 Respondents Demographic Information: Collected data has been analyzed with the help of various statistical tools and techniques. Although, some researcher have noted that internet does not fit in very well for personal selling but for providing supportive role to personal selling activities offline. 2.2.2 Search Engine Advertising: 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. 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. - Completely free - with ISBN 3.1.4 Sales Promotion Online: ... a Forbes study says marketers of all sizes should start with search. Similarly, the section will also examine trends on online marketing. 2.5.3 Sales Promotion: This is very important aspect of the IMC. 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. 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. Though appear to be annoying sometimes, it still appear to be the most effective display advertising tools. A pop-up is described as a new web page displayed above the current web page the internet user is surfing currently. 2.5.2 Personal Selling: The organization sampled includes Coca-Cola Nigeria (multinational firm), Uber Nigeria (multinational Firm) and ABC paint (domestic firm) in carrying out the study. Table 1: Characterristics of IMC Promotional tools, Abbildung in dieser leseprobe nicht enthalten. What are the key indicators used in measuring online marketing communication performance? The advantage is that it minimise cost as the sales respresentative does not need to travel to talk to the client about the organisation products or services (Hughes & Fill, 2006). 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. 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. The rational appeal, which appeal to self-interest of the consumer. Display advertising can be in various form. Thus, internet marketing uses online platform to deliver promotional marketing message to consumers (Pawar, 2014). Oduwale (2009) noted that sales promotion could also involve the display of trade fair or auction bids. 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. The first chapter will provide introduction the study and guiding objectives of the study. 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 success of social media in advertising organisation products and services depend to a large extent the proper understanding of what appeal most to the social media users. iv. Online advertising are of various categories as will be discussed below. 4.7 Validity of Research Instrument: 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. ICT has continued to revolutionize the way we do business, interact and live. It is a type of advertising platform that incorporate the advertising company message in the form of text, image, animation, videos, logos and other enticing graphic that easily capture the attention of the consumers. 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). The integrated marketing communication tools effectiveness in creating brand awareness and inducing consumer purchasing behavior is summarized in table 1 below. 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). ... a Forbes study says marketers of all sizes should start with search. As such, this research aim at examining the extent online marketing impacts and improves the effectiveness of integrated marketing communication in reaching the targeted audience. 2.2.5 Blogging: Direct marketing is any effort made by any organisation with the intent to get immediate response and measure the impact of the promotion on the products. 3.1.2 Online Public Relation: 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. E-mail can easily be gotten while customer visit website for any transaction or from the organisation brokers. 2.3.2 Video Marketing: Given the fact that some earlier studies finds no evidence to support banner size on the performance of the ads (Rettie, Grandcolas, & McNiel, 2004). Many studies have been conducted testing the effectiveness of online marketing, and many will tell you the same thing: It works, though some companies refuse to indulge it. To increase banner effectiveness in advertisement, most marketers use selective targeting as design factor, and the more the design and position the ads the more it reaches the targeted audience (Belch & Belch, 2004). To examine the key indicators used in measuring online marketing communication performance. Another popular ad is that of text ad which uses text or text phrase to advertise and is linked to the advertiser content. - Every paper finds readers, ( Atlantic International University ) We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. 3.1.3 Personal Selling Online: Secondly, the extent of interaction with the ads (click through rate, CTR). 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. The benefits of an online marketing strategy. 4.2 Research Philosophy: 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. To achieve this, organisation from time to time employ different promotional tools to communicate their products and services to the targeted audience. The uniqueness and fundamental role of online marketing can be further explored when looking at its potential in effective integration of marketing communication. To help with this, take a storefront approach. One unique feature of online in advertising is the fact that in print media advertising, action are delayed and so the focus is to create awareness but in online advertising, awareness are created and also leads to immidiate action from the customer through the link attached to the banner. 1.5 Scope of the Study: Though, it has high conversion rate but its impact on advertiser revenue is minimal. Media provide a context for advertising that may affect consumer responses to advertising. The web further allow effective integration between information seeker and transaction. The guiding objectives of the study is derived from the overall or guiding research question. E-mail have several advantages over the traditional mail send across the customers. 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. 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. It involves the use of short term incentives to intice consumer to patronise the organisation products. What is unique about this research? How effective can online marketing be in achieving effective and efficient integrated marketing communication in the organisation? Though in practice, not all message lead to action but a good message will surely induce one of the actions listed above. It is the key responsibility of a brand or a business to measure the digital marketing effectiveness. 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. - It only takes five minutes Pawar (2014) observed that social media advertising is the promotion of organisation products and services in social media handle. The growth and development of database marketing also contributes to the development of of effective integrated marketing communication. Marketing tactic-level KPIs track the effectiveness of individual marketing tactics and tools. 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. Tools to Track and Measure the Effectiveness of Online Marketing Google Analytics, Google Webmaster Tools. 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. Banner ads are often displayed on the web page and its comes in rich format of different color and size. Similarly, intenet allow the organisation to stay connected with the customers (old and prospective) in real time. Their definition is unique in that, it sees IMC as marketing plan and not just tool. E-mail remain a powerful marketing instrument today in the hand of tech giants like Amazon. 2.2.3 Social Media Advertising: Direct marketing could be in the form of telephone marketing, direct e-mail send to the customers, online marketing among many others. 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. 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). Historically, traditional organisations have always seen the various marketing promotional tools as a responsibility of different department within the organisation, thereby never see the need for integrated marketing communication (Kotler & Armstrong, 2012). 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. To examine the extent integrated marketing communication can be effective in achieving organisation marketing strategy. The thesis will be divided into six chapters. What is Affecting Customers’ Intention to Perform Social Media Marketing Activities in the Hotel Industry? Weinstein (2008) argued that the rapid growth in the role of internet in the success of business are influnced by a number of activities including easy access to the web, low cost of accesssing the web, reduced cost of communication, favourable policy that encourage internet usage, rise in technology among others. 3: Crafting a Clear Message: The tools are discussed below. 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). Because of global integration through the internet, organisation should properly design its message to cut across all culture. Promotion is one of the Ps in the marketing mix. 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. 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. 3.1 Role of Online in Integrated Marketing Communication: In the world of marketing effectiveness research, two people stand above all others: Les Binet and Peter Field. It could even be on billboard. 5 FINDING #1. 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. 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