Study of the Effectiveness of Online Marketing on Integrated Marketing Communication

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

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.