Abstract
Marketing environment is constantly shifting and evolving, and the tools used in the decision-making process are changing along with it. Because of the rise in internet users and applications over the last three decades, businesses have begun to shift their attention away from offline marketing and toward online marketing in order to reach out to more customers. Therefore, many scholars do not consider online marketing to be simply another form of marketing promotion tools, personal selling, and direct marketing, among others. Buying goods and services through online retailers is known as online shopping. People who use the Internet for shopping have been a prime target for online retailers since the advent of the World Wide Web. The convenience of shopping from the comfort of one’s own home is one of the greatest advantages of the internet. Today’s contemporary culture, with its easy access to internet purchasing, allows us to save precious time by not having to travel to the store. Online shopping does not appear to be ecologically friendly, as seen by the increasing number of delivery trucks clogging our streets and the incessant drone of their engines. Studies have shown that online shopping isn’t as bad for our health and well-being as many people believe. According to the data, online shopping has lowered emissions of harmful chlorouorocarbons into our atmosphere and provided a more environmentally friendly alternative to traditional retail.
Rather, they consider it to be a powerful medium for incorporating the various marketing techniques online in order to reach a more targeted domestic and international audience. The purpose of this study was to measure the efficiency of online marketing in the context of an enterprise ’s success. In particular, the research sought to determine whether or not the use of an online marketing can improve the effectiveness of an integrated campaign.
Introduction
Traditional marketing is being phased out in this modern era due to the infiltration of online marketing, which has spread to many different branches such as social networking sites, and blogs. To promote products they believe in, individuals can use online marketing to provide extensive information about the product’s characteristics. There are many reasons why digital marketing is becoming more popular among marketing managers. (Bly, 2018). Online marketing has the potential to influence consumer purchasing decisions and brand perceptions for a wide range of products across a wide range of industries. Using consumers as a marketing asset, it is the goal of this research to examine the various methods and techniques that marketing managers can employ to influence buyer behavior and brand perception.
The electronic marketplace is a virtual online market platform where companies can register as buyers and sellers for commercial transactions over the Internet. The use of the Internet helps to remove intermediaries from transactions. It is a web-based information system that provides opportunities for suppliers and purchasers. Electronic marketplace enables buyers to compare products and services using several indicators such as performance, quality, price and so forth. Buyers receive access to a greater selection of items and services. On the other hand, the merchants can contact the customers more conveniently and inexpensively. By offering greater value for buyers, vendors reach new markets, acquire new buyers and enhance revenue.
Research questions
This study determines whether or not online marketing may improve the effectiveness of an organization’s integrated campaign in terms of reaching the intended audience. An accurate answer to this question is critical because it will offer the organization with the necessary information on the step-by-step process of adopting an integrated marketing strategy online, along with an indication of the expected outcome. Research will be conducted in order to provide answers for the research questions, in more specific terms;
- Online marketing has the potential to be extremely helpful in generating effective and efficient integrated marketing communication within an organization.
- What are the most important metrics for evaluating the effectiveness of online marketing communications?
- What are some of the most popular online marketing technologies that organizations are utilizing to reach a more targeted audience and achieve greater results.
Literature review
This section of this research is essential basing on the increase in the number of internet users throughout the world, as well as the fact that online marketing has persisted to shape the organization’s competitive edge, this aspect of the research is critical. Interestingly, every organization enters in business with the goal of producing a profit over the long term. In order to accomplish this, organizations use a variety of promotional techniques to promote a product to the target audience on a regular basis, depending on the situation. According to (Charlesworth, 2021), in light of the fact that many people are spending most of their time online and in various locations, it is possible for organizations to incorporate various promotional tools into their online presence in order to create the most possible impact on their target audience (Seymour et al., 2021).
Electronic Commerce (EC) has firmly established itself in today’s society, transforming the traditional business model. As an example of a B2B (business-to-business) activity, the E-marketplace allows buyers and sellers to interact. An overall view of EC activities shows that product trade, exchange, or bidding is an integral part of each and every one of them. On a network, only a few business organizations (say, retailers or brands) can make their catalogs available to customers. E-malls can now be considered a narrower E-marketplace. Improving communication between vendors and customers by establishing a B2C (Business-to-Customer) model of business operations. The market has grown so enormously with the advent of E-commerce that even the Big Business typhoons are struggling to reach every single customer, even if they are sitting thousands of miles away. This is where E-tailing enters the scene, serving as intermediates between the manufacturers and the final consumers. When it comes to “effective product distribution,” and, “e-tailing can help.”
According to research by (Cornell, 2017), the Internet is used by 70% of teen, and chatting is the most common attraction in which they participate. Although the study is still in its early stages, the possibilities for success appear promising because such a big number of young brains gathered in one place has a wealth of knowledge to give, including their own experiences with various items. Create ethical customer value does not only imply satisfying the customer’s needs through a manufactured product by a business that adheres to a wide range of ethical norms and values, but it also means creating value for the customer in a way that is consistent with those principles and values. Instead, it entails involving customers in the comparison of their product utilization experience with the expertise of using competitors’ products, and then publishing these blocks of information online through social blogs or relevant forums in order to allow enterprises with a competitive advantage to come forward.
Online marketplace e-commerce
In the electronic marketplace, companies can register as buyers and sellers for commercial transactions conducted over the Internet, and the marketplace is a virtual online market platform. The use of the Internet helps to eliminate the need for intermediaries in transactional situations. It is a web-based information system that connects providers and customers to create business opportunities. Using multiple metrics such as performance, quality, pricing, and so on, purchasers can compare items and services in an electronic marketplace setting. Buyers will have greater access to a greater variety of items and services. However, retailers will be able to communicate with their customers in a more convenient and cost-effective manner. Sellers may expand their reach into new markets, attract more customers, and raise their sales by increasing the value they provide to purchasers.2 (Cornwell et al., 2021)
Why online marketing is important?
Digital goods like music albums, films, and books may now be purchased instantly by customers thanks to e-commerce, and retailers can now sell as many copies as they want of these digital items as well. As a result, you no longer need to hire a large number of people each week to handle the sales of records, books, and movies.
Unlike a traditional store, which closes at night, you can shop online 24 hours a day, seven days a week, and year-round. As a result, a significantly wider selection of merchandise can be kept on hand than in a regular store. Product information can be gathered in a single distribution warehouse rather than being spread out across multiple physical locations, making it easier to keep track of inventory and keep prices low. There may even be a link to the official website of the product’s maker.
The ability to compare prices: Many websites claim to be able to provide you the greatest pricing possible. It is possible to compare prices using the information provided by these websites. Delivery to both towns and rural areas is the same: The fact that you may live in the countryside, away from civilization, is an advantage. When purchasing on the Internet, the location of the nearby town makes no difference at all. The right to return defective items: Most e-commerce websites will feature a “Returns Policy” that explains how to return defective goods. It is recommended that you read this before making a purchase. In many instances, you will discover that the law provides. You have the right to return damaged items, as well as goods that are not quite what you were expecting them to be.
Because of the rapid expansion and distribution of information technology throughout the world, website marketing has become increasingly popular in recent years. These days, the majority of established and new businesses are deciding to use web promotion as their primary method of advertisement and publicizing themselves. The increase in potential clients that visit their site and understand about their services or services as a result of this has enabled these businesses grow. It is a very efficient marketing medium because the advantages of website marketing outweigh the disadvantages of using it. A vast number of people have access to the World Wide Web on a regular basis. Many firms will find it quite simple to reach more people of clients with just a few mouse clicks as a result of this (Parkin, 2016). Because of the capacity of internet marketing, and specifically website marketing, to reach a wide spectrum of consumers, it has become a fairly prevalent marketing channel in many modern firms. The use of websites in marketing allows firms to reach potential customers all over the world, regardless of where they are physically located.
Furthermore, it is not even equivalent to billboards, which are only useful in reaching those persons who happen to pay notice to them while passing by the location where they are located. It is also usual for consumers to hang up on a telemarketer or put off communicating with them until a later time. Additionally, the time it takes to speak with a single customer could be used to engage thousands of buyers through online marketing efforts. Along with being quick, online marketing is also known for being relatively inexpensive when compared to other types of promotion. The only costs connected with website advertising are the initial fees associated with developing and hosting the website, as well as the costs associated with maintaining and updating the website, all of which are insignificant in comparison to other forms of marketing. Depending on the type of advertisements that are used, website marketing can become extremely expensive. For example, a banner advertisement or a link to a well-known webpage can cost a company a significant amount of money (Deiss, 2017). Website marketing may also be quite beneficial to organizations in terms of reaching their target audiences of customers. Website marketing in conjunction with email marketing makes this possible because it allows firms to reach thousands of possible clients at the same time.
Research methods
- Data collecting method
This study relies solely on data gathered directly from the participants. Personal surveys were done and questionnaires were made available for people to fill out on their own.
- Technique of Sampling
Unrestricted, non-probability sampling is used in this study. A total of 75 people from various locations, including offices and retail malls, were included in the sample.
- Means of Collecting Data
Using closed-ended questions, multiple-choice options, and a likert scale as the basis for your survey.
- Mathematical Methods
The hypothesis’s dependence was tested using a single sample T-test.
Results
Question: Does your company believe that a brand’s presence on social media is critical to its growth?
According to the One-Sample Test, the data was evaluated by assigning each participant a Test Value of 4, which ranged from 1 (strongly disagree) to 4 (agree). The chatting section, email marketing was found to be three of the most essential tools for online marketing during the research. It was clear and accurate among all four options examined that the results were correct across the full sample. Online word-of-mouth from consumers is the most effective strategy across all industries, although email advertising and chat rooms were not regarded to be effective strategies by all respondents. To back up this assumption, the three categories of word-of-mouth mean values are either the same as with the test value, or larger than 4, suggesting that people did agree with the word of mouth. In contrast, the overall mean of the chat section and email marketing is less than 3, showing that the participants are divided across the three categories.
Conclusion
In order to be an effective E-commerce in the market and to preserve one’s place and reputation, an organization must come up with additional tools and ways to satisfy its consumers in light of the numerous new technologies, competitors, and increasing numbers of international clients.
In conclusion, Online marketing is widely acknowledged to be a highly effective approach for the promotion of products and services, and it is becoming increasingly popular. Digital marketing has advanced significantly as a result of new technologies (Charlesworth, A. 2021). The marketing concept has also altered in tandem with the advancement of new technology in recent years. There have been numerous advancements and advances in digital marketing strategy, and it is crucial to understand the digital marketing strategy.
References
Bly, R. W. (2018). The digital marketing handbook: A step-by-step guide to creating websites that sell. Entrepreneur Media, Incorporated.
Charlesworth, A. (2021). Absolute essentials of digital marketing. Routledge.
Cornwell, T. B., & Katz, H. E. (2021). Influencer: The science behind swaying others. Routledge.
Deiss, R., & Henneberry, R. (2017). Digital marketing. Wiley.
Dodson, I. (2016). The art of digital marketing: The definitive guide to creating strategic, targeted, and measurable online campaigns. Wiley.
Parkin, G., & Hoopla digital. (2014;2016;). Digital marketing: Strategies for online success. IMM Lifestyle.
Seymour, A., & Blakey, P. (2021). Digital sport marketing: Concepts, cases and conversations. Routledge.
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