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.
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
Research Objectives and Focus Areas
The primary goal of this research is to identify the critical success factors that enable organizations to execute online marketing campaigns effectively, thereby helping them reach a global customer base in an increasingly competitive digital landscape.
- Analysis of diverse online marketing techniques and their integration.
- Evaluation of the interdependence between various digital marketing tools.
- Identification of internal and external factors influencing campaign success.
- Examination of the role of leadership, communication, and resource availability.
- Assessment of consumer purchase behavior in digital environments.
Excerpt from the Book
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).
Summary of Chapters
Chapter 1 - Introduction: This chapter defines the shift from traditional to online marketing and establishes the research background, problem statement, and primary objectives of the study.
Chapter 2 - Literature Review: An exploration of existing research regarding the evolution of marketing, current digital techniques, and the critical success factors impacting online campaigns.
Chapter 3 - Research Methodology: Details the deductive research approach, data collection methods through questionnaires and personal interviews, and discusses ethical considerations and limitations.
Chapter 4 - Data Analysis: Presents the findings from the surveys and personal interviews, including hypothesis testing and detailed analysis of how organizations utilize social media and other digital channels.
Chapter 5 - Discussion: Analyzes the empirical results against existing academic literature to derive insights on the effectiveness of various marketing strategies and management practices.
Chapter 6 - Conclusion and Recommendations: Synthesizes the final research findings and offers practical recommendations for organizations to improve their online marketing success and strategic planning.
Keywords
Online Marketing, Search Engine Optimization, Social Media Marketing, Affiliate Marketing, Email Marketing, Video Marketing, Critical Success Factors, Marketing Campaign, Consumer Behavior, Digital Strategy, Market Trends, Hypothesis Testing, Communication Systems, Global Marketing, Web 2.0
Frequently Asked Questions
What is the core focus of this research?
The research fundamentally examines the critical success factors that determine the effectiveness of online marketing campaigns for organizations in the current global market.
What are the primary themes discussed in this study?
The central themes include the integration of various online marketing tools like SEO, social media, video marketing, and affiliate programs, as well as the importance of internal management and communication.
What is the main objective of this work?
The primary aim is to create a practical framework for organizations to help them successfully plan and execute online marketing campaigns that reach a broad global audience.
Which methodology was employed for the research?
The study utilized a deductive research approach, combining qualitative and quantitative methods, specifically using online survey questionnaires (n=36) and personal interviews with three marketing managers.
What does the main body of the work cover?
It provides a comprehensive literature review, a detailed research methodology, a thorough analysis of collected data, and a critical discussion comparing the findings with previous industry studies.
What keywords characterize the essence of this study?
Key terms include Online Marketing, Search Engine Optimization, Digital Strategy, Critical Success Factors, and Consumer Behavior.
How does the study evaluate the effectiveness of email marketing?
The study found that email marketing's effectiveness has diminished over recent years due to spam and information overload, suggesting it should be used as a supplementary tool rather than a primary one.
Why is video marketing considered crucial for the future?
Participants identified video marketing as a driving force due to its ability to capture user attention and "feel good" factors, with a growing trend among companies to increase budgets in this area.
What role does top management play in marketing success?
The research emphasizes that active involvement and support from senior management are critical to motivating marketing teams and ensuring the seamless execution of campaign objectives.
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- Kelly Clarkson (Autor:in), 2011, Critical Success Factors of Online Marketing Campaign, München, GRIN Verlag, https://www.hausarbeiten.de/document/213086
