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- Herausgeber: GRIN Verlag
- Sprache: Englisch
Master's Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, The University of Liverpool, language: English, abstract: Marketing has always been one of the most crucial and critical functions in organizations for last several decades. Since several years, organizations have been depending on various marketing methods to promote products, services and brands. As time passes, the types of marketing strategies that are considered for have changed. Techniques that were used in 1950s shall not be helpful for organizations that operate in today’s environment. In the same way, techniques that are currently used in today’s environment shall not be useful after 50 to 60 years (Kotler and Keller, 2012). Unless marketing activities are planned based on present market conditions, it is not possible for organizations to reach wide-range of customers that spread across the world. As there are no boundaries in the target markets of most of the organizations, organizations have to use the combination of both traditional and online marketing methods. While traditional marketing methods such as print, radio or television marketing primarily restricted to tap domestic customers, it is online marketing strategy that helps organizations to reach customers, who spread across the world, with minimum marketing budget. Online marketing is the process of sending marketing communications and advertising messages to customers through various methods that used over internet. Internet marketing forms a wide-range of techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing, and buzz marketing etc. As per the recent report revealed by Internet Advertising Bureau in 2009, the revenues of online ad sellers have increased to $21 Billion. The global online advertising spending in 2001 was around $82 Billion and it is expected to grow 12-14% every year to reach $132 Billion by 2015 (Miller and Washington, 2012).Organizations use numerous of techniques that fall under online marketing techniques to market products and to reach potential customers. Moreover, in today’s environment, organizations are focusing on techniques that help in reducing the cost in every aspect.
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Veröffentlichungsjahr: 2013
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Executive Summary
Online marketing has become one of the popular techniques that help organizations to reach global customers. Though most of the organizations are using wide-range of online marketing strategies, some of them are unable to identify factors that contribute to success of online marketing. To help organizations to identify these critical success factors, this research paper has analyzed various success factors and created framework for organizations to successfully execute online marketing campaign. This paper is also focused on identifying major online marketing techniques and evaluating several factors that help in making online marketing strategies successful.
The data for this research study has been collected by using both primary and secondary sources. Primary instruments used for this research study are questionnaires and personal interviews. Secondary sources used for this study are books, magazines, journals and old research papers. Both qualitative and quantitative research methods are used to analyze and present the data. With the help of non-probability random sampling, research participants are selected and the sample size for the questionnaire is 36. Personal interviews are conducted with 3 marketing managers of selected companies.
From this research study, I have found several factors that play a major role in successful execution of online marketing campaign. Quality content on websites and blogs plays a major role in driving traffic with the help of SEO techniques. Regular updates on Facebook and Twitter will help organizations to engage customers; the updates should be both promotional oriented and knowledge-oriented. Unique reward systems of affiliate marketing help organizations to let affiliates go further and promote products efficiently. As video content is going to be the future of online marketing, organizations need to be very careful in hiring video production teams and video networking service providers. Organizations need to have good communication systems to facilitate the communication flow within core teams and senior managers need to involve in the marketing activities to motivate marketing teams. Marketing teams should also concentrate on analyzing purchase behavior of customers to zero-in on suitable online marketing methods.
Table of Contents
Chapter 1 - Introduction
1.1. Research Background
1.2. Research Problem
1.3. Aims of the Research Study
1.4. Objectives of the Project
1.5. Research Questions
1.6. Hypothesis
1.7. Dissertation Structure
Chapter2 - Literature Review
2.1. Introduction to Online Marketing
2.2. Most Used Online Marketing Techniques in Today’s Environment
2.3. Centralized and decentralized online marketing activities
2.4. Interdependence between various online marketing tools
2.5. Effective implementation of online marketing campaign
2.6. Factors that affect Online Marketing Campaigns
2.7. Critical success factors of online advertisement campaigns
Chapter 3 - Research Methodology
3.1. Research Approach
3.2. Research Methods
3.3. Data Collection Methods
3.4. Sampling Techniques
3.5. Research Techniques
3.6. Questionnaire Design
3.7. Advantages and Disadvantages of Questionnaire
3.8. Personal Interviews Design
3.9. Ethical Issues
3.10. Limitations of the Research Study
3.11. Closing Remarks
Chapter 4 - Data Analysis
4.1. General Response
4.2. Hypothesis Testing
4.3. Analysis of Data Collected Through Personal Interviews
Chapter 5 - Discussion
5.1. Validity and Reliability
Chapter 6 - Conclusion and Recommendations
6.1. Conclusion
6.2. Recommendations
References
Appendix
Chapter 1 - Introduction
Marketing has always been one of the most crucial and critical functions in organizations for last several decades. Since several years, organizations have been depending on various marketing methods to promote products, services and brands. As time passes, the types of marketing strategies that are considered for have changed. Techniques that were used in 1950s shall not be helpful for organizations that operate in today’s environment. In the same way, techniques that are currently used in today’s environment shall not be useful after 50 to 60 years (Kotler and Keller, 2012). Unless marketing activities are planned based on present market conditions, it is not possible for organizations to reach wide-range of customers that spread across the world. As there are no boundaries in the target markets of most of the organizations, organizations have to use the combination of both traditional and online marketing methods. While traditional marketing methods such as print, radio or television marketing primarily restricted to tap domestic customers, it is online marketing strategy that helps organizations to reach customers, who spread across the world, with minimum marketing budget.
Online marketing is the process of sending marketing communications and advertising messages to customers through various methods that used over internet. Internet marketing forms a wide-range of techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing, and buzz marketing etc. As per the recent report revealed by Internet Advertising Bureau in 2009, the revenues of online ad sellers have increased to $21 Billion. The global online advertising spending in 2001 was around $82 Billion and it is expected to grow 12-14% every year to reach $132 Billion by 2015 (Miller and Washington, 2012).Organizations use numerous of techniques that fall under online marketing techniques to market products and to reach potential customers. Moreover, in today’s environment, organizations are focusing on techniques that help in reducing the cost in every aspect.
1.1. Research Background
On the arrival of latest technologies, the way organizations operate has been completely changed. Using innovative techniques has become an important aspect in promotion of products and services. Be it promoting products or sharing information to customers, organizations have been looking to employ innovative and unique techniques or technologies to stay ahead of the competition. Gone are those days, where organizations used to depend completely on traditional marketing media, which demands the top management of the organizations to allocate huge pie of funds (Kotler and Keller, 2012). Now, organizations are operating in an age where there are numerous of promotional techniques available to promote products or services at much cheaper cost.
Today, it is apparent that organizations have started tending towards using online marketing techniques. Some of the sectors that use online marketing techniques effectively are retail, telecom, financial services, automotive, consumer goods and travel sector. Some of the countries that are known for spending huge sum of money on online advertising are the United States, Canada, the United Kingdom, Germany, and France etc. The trend is very clear that even developing countries like India, Brazil and China have also started spending huge amount of money on online advertising. North America has been contributing approximately 47% of the total online advertisement spending followed by Western Europe with 28%, Asia Pacific with 24% and Eastern Europe with 2.7%. As the global online advertisement spending has been increasing at approximately 12% year after year since 1999, it has become imperative for organizations to look at various online advertising techniques to reach customers (Collett, 2000).
With the arrival of social media marketing strategies, the mindset of marketing managers who take care of online marketing campaigns have completely changed. They started recognizing social media marketing channels as new communication models that help organization to reach wider-range of customers with minimum efforts. Moreover, social networking sites, with its viral nature, are served as best communication channels that spread positive word of mouth regarding products or services or brands (Sernovitz, 2006). On the arrival of social media marketing, organizations have successfully started integrating Facebook marketing, Twitter marketing or MySpace marketing with other online marketing methods to get best results in short span of time. The interdependence of various online marketing methods has also increased in late 2000s.
Though most of the organizations have been using online marketing techniques to promote products and services, several of them don’t know how to use these techniques to get best results out. In simple terms, organizations are unable to understand critical success factors that contribute to the success of online marketing campaign; this is the reason why some of the companies are not successful in attracting more customers by using online marketing campaign. Unless organizations comprehend critical success factors that provide information about how to use online marketing strategies successfully, getting desired results would be a big question mark. Thus, it is imperative for every organization, big or small, that uses online marketing technique to understand various factors that contribute to the success of the online promotional methods.
1.2. Research Problem
The research problem for this dissertation is very straightforward. The problem is that organizations, in today’s online market have been using wide-range of online marketing techniques for last several years without having knowledge on critical success factors of online promotional campaigns that enhance the success rate. When more numbers of customers are getting influenced with online marketing media, there is no other choice for companies but to find best ways to use online marketing techniques effectively to outperform competition.
As there are numerous of online marketing strategies available, organizations are unable to understand right implementation methods. Implementation of online marketing campaign definitely needs a perfect marketing plan and communication plan that takes the entire marketing activity in right direction. An impeccable implementation plan will also be considered as a major success factor for online marketing campaign. Numerous of studies, which provide information on right implementation methods of online marketing campaign, are available on internet but marketing teams are unable to get benefits from them because most of these studies are really vague.
Moreover, limited information on research topic is also considered as one of the major problems in this aspect. If organizations have access to right kinds of research studies that help in implementing online marketing strategies in a better way, the situation would be definitely different. Yes, though there are numerous of market research studies available on benefits of online promotional strategies, the literature that is available on evaluating critical success factors of online marketing strategies is very limited over internet. Of course there are paid resources that elaborate on the research topic but most of them are not reliable enough. Thus, research study shall be focused on identifying various factors, which are crucial for every online campaign. This research paper shall focus on below research objectives and research questions and shall also test hypothesis statements by using data collected from primary sources.
1.3. Aims of the Research Study
The major aim of this research study is ‘to identify various critical factors that contribute to the success of the online marketing campaign’. The online marketing campaign consists of various online marketing techniques such as search engine marketing, social media marketing, email marketing, affiliate marketing, blog marketing and buzz marketing etc.
1.4. Objectives of the Project
Objectives of the research study shall drive the researcher in the right direction towards achieving the aim of the research study. Generally, there are two kinds of research objectives. They are primary research objective and secondary research objective. While carrying out the research study, by having properly designed objectives in hand, the researcher would be able to comeback after every step in the research process to ensure that the research study is going in the right direction or not.
The primary research objective of this research study is
To create a framework for organizations to successfully execute online marketing campaign.
In order to achieve the above primary research objective, the following secondary research objectives should be achieved. The secondary research objectives of this research paper are provided below.
1. To identify various marketing techniques involved in online marketing campaign.
2. To analyze centralized and decentralized online marketing activities
3. To evaluate the interdependence between various online marketing tools such as social media marketing and blog marketing etc.
4. To analyze various best ways to effectively implement online marketing strategies
5. To analyze factors affecting the effectiveness of online advertising campaigns.
6. To analyze critical success factors of online advertisement campaigns.
1.5. Research Questions
