Title

STUDY OF THE EFFECTIVENESS OF

ONLINE MARKETING ON INTEGRATED
MARKETING COMMUNICATION
 Objectives
• To Study the importance of Integrated Marketing
Communication.
• To study the importance of Online advertising in changing
market scenario.
• To study the reasons for growing popularity of online
marketing.
• To analyze the effectiveness of online marketing as
compared to traditional marketing tools.
• To identify the limitations of online marketing as IMC tool.
•Review of literature
 Literature on Integrated Marketing
Communication

• Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson
• Education, 2006, pg. no. 52
• Integrated marketing communication can produce stronger message consistency
and greater sales impact. It forces management to think about every way the
customer comes in contact with the company, how the company communicates its
positioning the relative importance of each vehicle and timing issues. It gives
some responsibility to unify the company’s brand image and messages as they
come through thousands of company activities. IMC should improve the
company’s ability to reach right customers, with the right message, at right time
in the right place. Thus personal and non-personal communication channels
should be combined to achieve maximum impact.
• Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India
• Pvt. Ltd., 2002, pg. no. 3
• A revolutionary development in the shift to the strategic concept of marketing
is in the marketing objective – from profit to consumer benefits. There is a
growing recognition that profits are a reward for performance (defined as
satisfying customers in socially responsible or acceptable ways). To compete in
today’s market, it is necessary to have an employee team committed to
continuing innovation and to producing quality products. In other words,
marketing must focus on the customers and deliver value by creating consumer
benefits. This change is revolutionary idea that is accepted today by a
vanguard minority marketing practitioners
 Literature on Online
Marketing
• Online marketing users in One to one marketing, Fosket, Sally, Direct marketing;
• Nov 1996, pg no 38
• Online services will drive marketing to the opposite end of the spectrum from
• “mass” marketing to customized “one-to-one” marketing. Online marketers communicate
instantly and directly with the prospective customers and can provide instant fulfillment
as well. Marketers with carefully designed World Wide Web sites are already interacting
computer to computer, with prospective customers or an individual basis, much as ATM
does in very primitive fashion. Online one to one approaches while innovative and still
glamorous in their pioneering aspects, offer significant new challenges. The significant
aspect is the access with the customers. Communication and information technology
development has encouraged the emergence of new communication channels that have
increased the options available to organizations for building relationships with clients.
• Mohan Nair (2011) takes social media as a complex marriage of sociology and
technology that cannot be underestimated in its impact to an organization
marketing communication, choice as to when to engage, how to manage and
measure, and whether to lead or to follow is complex but not an impossible
task. These cannot be answered simply by one formula because the context
and the market dynamics are strong variables in these decisions. Even though
the interest for social media is huge, few companies understand what the
term ―social media can mean to their businesses. But how much it has been
given importance, as an
• IMC tool, varies from region to region (PricewaterhouseCoopers (PwC), 2009;
BuddeComm & Chiltern Magazine Services Ltd. (BCMSL), 2009).
 Analysis
• The term analysis refers to the computation of certain measures along with searching for patterns of
relationship that exist among data groups.
• The data after collection has to be processed and analyzed in accordance with the outline laid down in
research plan or research design. This is essential for a scientific study and for ensuring that we have all
relevant data for making comparisons and analysis. Technically processing of data implies editing, coding,
classification and tabulation of collected data so that they are available for analysis. Analysis particularly
in case of surveys involves estimating the values of unknown parameters of the population and testing of
hypothesis for drawing inferences.
• “Thus in the process of analysis, relationships or differences supporting or conflicting with original or
new hypothesis should subject to statistical tests of significance in order to determine with what validity
data can be said to indicate any conclusions.”
•
• Analysis therefore may be categories as descriptive analysis and inferential analysis which is often known
as statistical analysis.
 Conclusions
• The study concludes that consumers rely upon more than one medium in order to enhance their brand related knowledge. It means that
they use the combination of various sources for making final purchase decision. Along with the traditional sources, they heavily rely on
modern marketing tool i.e. online advertising. Consumers do require detailed information about the brand so as to evaluate its
strengths & weaknesses; this ample amount of information then saves their time by allowing them to make the purchase decision
quickly.
• The study also reveals that main reason for growing importance of online marketing is the increasing literacy about internet among
people. They have identified that internet is truly advantageous through which they can serve their various purposes mainly social
networking, online shopping & media sharing (photo, music, video). This efficacy of internet has intensified their tendency of being
online.
• Today’s consumers strongly feel that every company must use this efficacy to strengthen its marketing efforts. So that they will get
motivated to use online marketing with the intent of getting access to exclusive content about the brand and getting discount and
sharing their feedback about brand with the advertiser .
• With the advent of internet technology, consumers’ preference towards traditional marketing tools has decreased. Most popular
traditional marketing tools are television & print media. The major benefits of online marketing are its capability of interaction between
consumers and advertisers followed by availability of wide range of information & ease of shopping. These benefits make online
marketing superior than traditional marketing.
• But at the same time consumers are susceptible about the user-safety side of internet. They feel that online marketing is unsafe as it
may lead to increase in frauds & privacy issue.