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
- Abstract
- Chapter 1: Introduction
- Background of the Study
- Statement of the Problem
- Research Questions
- Objectives of the Study
- Significance of the Study
- Scope and Limitations of the Study
- Operational Definition of Terms
- Chapter 2: Literature Review
- Chapter 3: Research Methodology
- Research Design
- Population and Sample
- Data Collection Instrument
- Data Analysis Techniques
- Chapter 4: Presentation and Analysis of Data
- Chapter 5: Discussion of Findings
- Chapter 6: Conclusion and Recommendations
Objectives and Key Themes
This dissertation investigates the effectiveness of online marketing on integrated marketing communication (IMC) strategies. The study aims to assess how online platforms enhance the effectiveness of IMC and identify key performance indicators (KPIs) for measuring this effectiveness. The research utilizes a descriptive survey of marketing/sales personnel from three organizations – a multinational and two domestic firms – to gather data on the use and impact of online marketing tools within their IMC strategies.
- Effectiveness of online marketing within integrated marketing communication strategies.
- Key performance indicators (KPIs) for measuring the success of online marketing within IMC.
- The role of various online marketing tools (e.g., email, social media, search engine marketing, AI) in achieving IMC objectives.
- The impact of online marketing on brand awareness and customer satisfaction.
- The application of artificial intelligence in optimizing online marketing efforts within IMC.
Chapter Summaries
Chapter 1: Introduction: This chapter sets the stage for the dissertation by introducing the evolving business environment and the increasing importance of online marketing. It highlights the shift in organizational focus from offline to online strategies to better reach and engage customers. The chapter then formally states the research problem, outlining the need to assess the effectiveness of online marketing within the context of integrated marketing communication. Specific research questions and objectives are defined, along with the scope and limitations of the study, ensuring a focused and rigorous approach to the investigation.
Chapter 2: Literature Review: This chapter would delve into existing research on online marketing and integrated marketing communications, exploring the theoretical frameworks and empirical findings relevant to the study. It would analyze the various online marketing tools and techniques, examining their effectiveness in achieving different IMC objectives. This review would lay the groundwork for the methodology and provide a contextual understanding of the current state of knowledge in this field, critically evaluating previous research and identifying any gaps that the current study aims to address.
Chapter 3: Research Methodology: This chapter details the research design employed, justifying the choice of a descriptive survey methodology. It specifies the target population, the sampling strategy used to select the three participating organizations (Coca-Cola Nigeria, Uber Nigeria, and ABC paint), and the sample size. The data collection methods are outlined, explaining the use of questionnaires with a 5-point Likert scale to gather information from marketing/sales personnel. Finally, the chapter outlines the descriptive statistical analysis techniques (mean, standard deviation, frequencies, etc.) used to analyze the collected data.
Chapter 4: Presentation and Analysis of Data: This chapter would present the findings of the study, presenting the data collected through descriptive statistics and frequencies. It would showcase the quantitative results obtained from the questionnaires, illustrating the perceptions and experiences of the marketing/sales professionals regarding the effectiveness of online marketing in their respective organizations. This section would meticulously present tables, graphs, and other visual aids to clearly and effectively convey the data's meaning.
Chapter 5: Discussion of Findings: This chapter interprets the results presented in Chapter 4, discussing the implications of the findings in relation to the research questions and objectives. It would analyze the extent to which online marketing contributes to achieving the goals of integrated marketing communication, focusing on aspects such as brand awareness, customer satisfaction, ease of integration and management, and automation of marketing activities. The chapter would provide a critical examination of the data, exploring potential biases and limitations of the study.
Keywords
Online marketing, integrated marketing communication (IMC), brand awareness, customer satisfaction, marketing effectiveness, online marketing tools, social media marketing, email marketing, search engine marketing, artificial intelligence (AI), customer relationship management (CRM), data analysis, quantitative research, descriptive survey.
Frequently Asked Questions: A Comprehensive Language Preview
What is this document?
This document is a comprehensive language preview of a dissertation investigating the effectiveness of online marketing on integrated marketing communication (IMC) strategies. It provides a table of contents, objectives and key themes, chapter summaries, and keywords.
What are the main objectives of the study?
The study aims to assess how online platforms enhance the effectiveness of IMC and identify key performance indicators (KPIs) for measuring this effectiveness. It also explores the role of various online marketing tools (email, social media, search engine marketing, AI) in achieving IMC objectives and their impact on brand awareness and customer satisfaction.
What is the research methodology used?
The research uses a descriptive survey methodology. Data was collected through questionnaires with a 5-point Likert scale from marketing/sales personnel in three organizations: a multinational and two domestic firms (Coca-Cola Nigeria, Uber Nigeria, and ABC paint). Descriptive statistical analysis (mean, standard deviation, frequencies) was used to analyze the data.
What are the key themes explored in the dissertation?
Key themes include the effectiveness of online marketing within IMC strategies; KPIs for measuring online marketing success within IMC; the role of various online marketing tools; the impact of online marketing on brand awareness and customer satisfaction; and the application of artificial intelligence in optimizing online marketing efforts within IMC.
What are the key chapters and their content?
Chapter 1 (Introduction): Introduces the research problem, objectives, and scope. Chapter 2 (Literature Review): Reviews existing research on online marketing and IMC. Chapter 3 (Research Methodology): Details the research design and data collection methods. Chapter 4 (Presentation and Analysis of Data): Presents the quantitative results. Chapter 5 (Discussion of Findings): Interprets the results and discusses their implications. Chapter 6 (Conclusion and Recommendations): Concludes the study and provides recommendations.
What keywords describe this dissertation?
Online marketing, integrated marketing communication (IMC), brand awareness, customer satisfaction, marketing effectiveness, online marketing tools, social media marketing, email marketing, search engine marketing, artificial intelligence (AI), customer relationship management (CRM), data analysis, quantitative research, descriptive survey.
What types of organizations participated in the study?
The study included a multinational firm and two domestic firms: Coca-Cola Nigeria, Uber Nigeria, and ABC paint.
What type of data analysis was used?
Descriptive statistical analysis techniques such as mean, standard deviation, and frequencies were used to analyze the data collected from questionnaires.
What is the target audience for this dissertation?
This dissertation is intended for academic use, analyzing themes in a structured and professional manner.
- 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
