Volume 3, Issue 11, November – 2018 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Study of the Effectiveness of Online Marketing on

Integrated Marketing Communication

Dissertation submitted to
Atlantic International University, School of Business and Economics
in partial fulfillment of the requirements for the award of the degree of
DOCTORATE IN MARKETING

Submitted by:
SUNIL KUMAR DHARMAPPA
Lagos, Nigeria
(Enrollment no. STUDENT ID: UD54227BMA63217)

RESEARCH GUIDE - ADVISOR - DR. GILROY NEWBALL

TUTOR - DR. CYNDY DOMINGUEZ

SEPTEMBER, 2018

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DECLARATION

I hereby declare that the dissertation titled “Study of The Effectiveness of Online Marketing On Integrated Marketing
Communication” Submitted for the Award of Doctorate in Marketing at Atlantic International University, School of Business and
Economics; is my original work and the dissertation has not formed the basis for the award of any degree, associateship, fellowship or
any other.

The material borrowed from similar titles other sources and incorporated in the dissertation has been duly acknowledged. The
research papers published based on the research conducted out of the course of the study are also based on the study and not borrowed
from other sources.

Date: 23 September 2018

STUDENT SIGNATURE
STUDENT ID: UD54227BMA63217

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ACKNOWLEDGEMENT

I am thankful to Atlantic International University School of Business and Economics for giving me an opportunity to pursue
Doctorate in Marketing.

I would also like to thank my guide and my perpetual source of inspiration Dr. Gilroy Newball and Dr. CyndyDomingues for
their valuable mentoring and inputs. Their constant support and invaluable advice has always guided me towards the right direction.
They helped me to know various phenomenon’s related to the research practices which further gave an impetus to channelize my
study in an appropriate way. I sincerely thank them for their treasured guidance without which this dissertation would have never been
possible.

I am also grateful to “Mr. Harpreet Singh Randhawa – Executive Director – Stallion Group of Companies” for helping me in
every stage of this achievement.

Lastly, I express my deep sense of gratitude to the almighty, my family members, friends & colleagues who have directly and
indirectly helped me in this dissertation.

Signature of Student
STUDENT ID: UD54227BMA63217

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ABSTRACT

The business environment is drastically revolving and changing, so is the tools employed in decision making process. The
changing business environment require that organisation achieve more customer satisfaction, exceed shareholder’s expectation,
integrated and harmonize all stakeholders’ interest to remain competitive. With the growth in the internet users and application since
the last three decades, organization have started shifting focus from offline marketing to online in reaching out to more customers.
Online marketing is therefore not seen by many scholars as another form of promotional tools like advertising, personal selling, direct
marketing among others but seen as a powerful medium of implementing the various marketing tools online to reach more targeted
local and global audience.

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, Skewnessetc) 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.

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Topic: Study of the Effectiveness of online marketing on integrated marketing communication.

TABLE
Title Page: ……………………………………………………………………………. i
Declaration Page: …………………………………………………………………….. ii
Acknowledgement: ………………………………………………………………….... iii
Abstract: ……………………………………………………………………………… iv
Table of Content: ……………………………………………………………………… v

Chapter One
1.1 Introduction: ………………………………………………………………………. 1
1.2 Research Question: ………………………………………………………………… 5
1.3 Research Objectives: ………………………………………………………………. 6
1.4 Justification for the Study: ………………………………………………………… 6
1.5 Scope of the Study: ………………………………………………………………… 7
1.6 Structure of thesis: …………………………………………………………………. 7

Chapter Two: Literature Review

2.1 Introduction: ……………………………………………………………………….. 7
2.1 Online Marketing: An Overview: …………………………………………………. 8
2.2 Forms/Types of Online Marketing: ………………………………………………... 9
2.2.1 Display Advertising: ……………………………………………………………... 9
2.2.1.1 Banner Advertising: ……………………………………………………………. 10
2.2.1.2 Pop-Up Advertising: …………………………………………………………… 10
2.2.2 Search Engine Advertising: ……………………………………………………… 10
2.2.3 Social Media Advertising: ……………………………………….………………. 11
2.2.4 E-mail/ Newsletter Marketing: …………………………………………………… 11
2.2.5 Blogging: ………………………………………………………………………….. 12
2.2.6 Mobile Advertising: ………………………………………………………………. 12
2.4 Integrated Marketing: ………………………………………………………………. 12
2.5 Promotional tools of Integrated Marketing Communication: …………………….... 13
2.5.1 Advertising: ……………………………………………………………………….. 14
2.5.2 Personal Selling: ………………………………………………………………….. 14
2.5.3 Sales Promotion: ………………………………………………………………….. 14
2.5.4 Public Relation: …………….……………………………………………………… 15
2.5.5 Direct Marketing: ………………………………………………………………….. 15
2.6 Steps Involved in Developing Effective IMC Program: ………………………….….. 17
2.6. 1 Identify the Targeted Audience: …………………………………………………. 17
2.6. 2: Definition of the IMC objectives and goals: ……………………………………. 17
2.6. 3: Crafting a Clear Message: ……………………………………………………… 17
2.6.4 Decides on Channels of Communication: ……………………………………….. 18
2.6.5 Ensure your message are integrated properly: …………………………………… 18
2.6.6 Evaluation/Feedback: …………………………………………………………….. 18

Chapter Three
3.0 Introduction: ………………………………………………………………………... 19
3.1 Role of Online in Integrated Marketing Communication: …………………………. 19
3.1.1 Online Advertising: ………………………………………………………………. 20
3.1.2 Online Public Relation: …………………………………………………………… 21
3.1.3 Personal Selling Online: …………………………………………………………… 21
3.1.4 Sales Promotion Online: …………………………………………………………… 22
3.2 Measuring effectiveness of Online Marketing in IMC Framework: ………………… 22
3.3 Online Marketing Trending Tools in IMC: ………………………………………….. 24
2.3.1 Artificial Intelligence: ……………………………………………………………... 24
2.3.2 Video Marketing: …………………………………………………………….…….. 25
2.3.3 Influncer Marketing: ……………………………………………………………….. 25

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2.3.4 Micro Moment: …………………………………………………………………….. 25
2.3.5 Big Data: …………………………………………………………………………… 26

Chapter Four: Research Methodology

4.1 Introduction: ………………………………………………………………………… 26
4.2 Research Philosophy: ……………………………………………………………….. 26
4.3 Research Design and Method: ………………………………………………………. 28
4.4 Area, Population and Sample of study: ……………………………………………… 28
4.5 Method and Instrument of data Collection: ………………………………………….. 29
4.6 Method of Data Analysis: ……………………………………………………………. 31
4.7 Validity of Research Instrument: …………………………………………………….. 31
4.8 Ethical Consideration: ……………………………………………………………… 31

CHAPTER FIVE: DATA PRESENTATION AND ANALYSIS

5.1 Introduction: ……………………………………………………………………….. 32
5.2 Respondents Demographic Information: …………………………………………... 33
5.3 Online Marketing and Organisation Marketing Strategy: …………………………. 35
5.4 Integrated Marketing Communication Roles in Organisation Marketing Strategy: 37
5.5 Effectiveness of Online Marketing in IMC: ………………………………………. 39
5.6 Measuring the effectiveness and performance of Online Marketing: …………...… 40
5.7 Trending Online marketing tools employed: …………………………………. 41

CHAPTER SIX
6.1 Summary of Findings: ……………………………………………………………… 43
6.2 Conclusion: …………………………………………………………………………. 47
6.3 Policy Implication and Recommendations: ………………………………………… 47
6.4 Implication for further study: ……………………………………………………….. 48
REFERENCES: ………………………………………………………………………… 48
APPENDIX I: REQUEST TO CONDUCT RESEARCH: ……………..……………… 51
APPENDIX II: QUESTIONNAIRE: ………………………………………………….. 52
APPENDIX III: RESULT FOR ANALYSIS: ………………………………………… 59

LIST OF TABLE
Table 1: Characterristics of IMC Promotional tools: ………………………………….. 16
Table 2: Computation of Benchmark Mean …………………………………………… 31
Table 3: Respondent Gender distribution: …………………………………………….. 33
Table 4: Respondent Marital Status: …………………………………………………… 34
Table 5: Respondent Age distribution: ………………………………………………… 34
Table 6: Respondent Years of Experience distribution: ………………………………. 34
Table 7: Respondent Educational Qualification distribution: ………………………… 35
Table 8: Respondents summary statistics: ……………………………………………. 36
Table 9: Respondent Response Summary: ……………………………………………. 37
Table 10: Respondent Response Summary: …………………………………………... 39
Table 11: Summary response of the Effectiveness of Online marketing: ………………40
Table 12: Summary statistics of the Trending Online marketing tools: ……………....42

LIST OF FIGURE
Figure 1: Artificial Intelligence: …………………………………………………… 24
Figure 2: Philosophical World View: ……………………………………………… 27
Figure 3: Philosophical World View: ………………………………………………. 44

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CHAPTER ONE

I. INTRODUCTION

The global economy and the corporate world has witnessed tremendous changes in the last three decades with technology
advancement particularly information technology.ICT has continued to revolutionize the way we do business, interact and live.
Information technology has disrupted the business world and have rendered most outstanding theory and principle of marketing
invalid and irrelevant such that any organisation that fail to embrace technological advancement and innovation in information
technology will have no place to compete in the twenty first century business environment (Preeti, 2018; Belch & Belch, 2004).

Google (2007) argued that the proportion of people having access to the internet is growing yearly by an average of 3.8 percent
more than the growth rate in the world population. Belch & Belch (2004) further noted that the internet has been growing rapidly more
than 10 times both in its application and users since the 1980s largely because of its imbedded features including flexibility,
personalization and interactivity. Information technology has bridge the many difficult gaps existing in the organisation in the past
thereby driving the profitability of the organisation in today’s competitive environment (Devi & Konti, 2011).Information technology
can be employed as a tool to reach global audience at a minimized cost and has contributed more than 50 percent in the successful
integration of the global economy (Devi & Konti, 2011).

Every strategic tools of the organisation to achieve competitive advantage in today’s competitive business environment must
incorporate one or more aspect of the information technology. This is partly because it enables an integrated and coordinated
mechanism of sharing information across the partners and audience involved in the implementation of a strategy. As argued by Preeti
(2018) information technology has revolutionalized the means at which organisation communicate to both existing and prospective
customers, increasing return on investment and reduce cost of reaching out to the customers. Weinstein (2008) argued that the rapid
growth in the role of internet in the success of business are influnced by a number of activities including easy access to the web, low
cost of accesssing the web, reduced cost of communication, favourable policy that encourage internet usage, rise in technology among
others. ICT has provided a better platform to reach customer within the locality and global market at ease and the process of reaching
the customer through the internet is called online marketing.

Online marketing or e-marketing as often referred to all marketing activities carried out online to reach the customers as opposed
to the traditional way of reaching the customer like print media, sales promotion, adverts on tv and on radio (Goldfarb, 2011).
Weinstein (2008) is of the view that online marketing is the promotion of organisation products through digital or electronic platform.
Such as any promotion made on social media, mobile phones, digital television & radio sites as well as digital banners on various
websites. Thus, internet marketing uses online platform to deliver promotional marketing message to consumers (Pawar, 2014). The
platform of advertising in online as noted by Pawar (2014) include e-mail marketing, social media marketing, mobile phone
marketing, search engine marketing, and banner advertising.

As argued by Devi & Konti (2011) online marketing bring the organisation products closer to the customer regardless of the
location in the world as long as the customers have access to the internet. It provides organisation opportunity to understand customers
behaviour better, widening the products distribution channels, boosts sales, track real time data of marketing performace, among
others.Edosomwan, Kouame, Prakasan, Seymour, & Watson (2011) argued further that the power of online marketing comes from the
fact that it gives the organisation wider access to variety of potential customers across the globe. Giving the fact that more than 1.5
billion people uses the internet world wide, and more are joining on daily basis, online therefore provide the greatest platform to reach
wide range of customers in the world. Similarly, intenet allow the organisation to stay connected with the customers (old and
prospective) in real time. The internet provide platform to send messages to all customer simultaneously of any upcoming event, sales
promo and many more faster and at a minimal cost.

Gone are the days the organisation wait for any general meeting to get feedback from the customers regarding their marketing
performance or products, with the internet the organisation get feedback from customer in real time, track product performance in real
time as well as modify a product based on data collected in real time. Online integration of organisation products and services has
saved the organisation time and resources as corporate bodies now provide a detail information regarding a product and service on the
internet and customers are guided through accessing the information rather than bombadding the customer section with series of
querries (Belch & Belch, 2004). Given the fact that online are becoming the most prominient medium of entertainment and
communication, average working class individuals spend more time on the internet replacing the outdated information sharing
mediums. Online marketing therefore provide a better, faster, more reliable, more economical, more profitable platform to reach more
target audience within the shortest time frame and providing the organisation opportunity to achieve more at a lesser time frame
(Picton & Broderick, 2005).

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Online marketing has create a niche in the organisation competitive strategy as it can integrate responsive marketing strategy and
adapt easily to all other marketing and promotional strategies of the organisation targeted at boosting sales, gaining competitive
advantage, and achieving customer satisfaction (Edosomwan, Kouame, Prakasan, Seymour, & Watson, 2011).The uniqueness and
fundamental role of online marketing can be further explored when looking at its potential in effective integration of marketing
communication. Preeti (2018) noted that as the global economy is driving towards an integrated market where all consumers and
producers are connected together at a matter of click. The organisation are repositioning themselves to take advantage of e-marketing
towards enhacing the integrated marketing communication to reach wider audience at a time.

The role of online marketing in achieving the objective of Integrated Marketing Communication (IMC) has continued to gain
wider discussion among scholar and practitionals (Weinstein, 2008; Preeti, 2018; Rahul, 2016). IMC stem from the need for effective
coordination of organisation marketing communication strategies in a clear, concise, credible, competitive and consistent manner that
facilitates the sharing of a clearmessage about the organisation products and services (Ekhlassi, Maghsoodi, & Mehrmanesh, 2012).
As apointed out by Belch & Belch (2004) the fact that marketing environment are becoming highly competitive and the once
disaggregated marketing environment is losing out to the integrated and coordinated marketing strategy where corporate leaders are
flexible to combine approaches allowing brands speak with a one voice across different media outreach.

Integrated marketing communication is therefore defined as organisation effort to integrate, combine, synthesize, allign different
element of marketing mix with the intent that each of the communication platform will reinforce each other for optimal performance.
Ekhlassi, Maghsoodi, & Mehrmanesh (2012) opined that integrated marketing communication is a system of marketing that ensure all
forms of communication and messages of organisation products and services are properly linked together in a complementary manner.
It is therefore the act of harmonising the various promotional tools of the organisation to ensure consistence and unity in their
message. The authors noted further that as marketing has its own 4 p’s, promotion has its own mixs also.

In capturing the definition of IMC, Shultz (2004) noted that integrated marketing communication is strategic business approach
employed in planning, developing, executing, measuring, evaluating, coordinating and a persuasive brand communication programs
with consumers, customers, prospective customers, suppliers, and every other stakeholders to the organisation. Orasmäe (2017) noted
that all of the communication tools work better if they are integrated together in unity rather than working in isolation. Their sum is
greater than their parts, provided they speak with one voice at all time (Orasmäe, 2017). Caemmerer (2009) reenforce the view of
Orasmäe (2017) when the author noted that IMC is a marketing strategy that integrate all form of marketing tools to work together in
a harmonized and cosistent way rather than implemented in islation. The author noted further that IMC combine all the marketing
efforts including advertising, personal selling, public relation, online marketing, sales promotion with the intent of generating more
impact on the targeted audience at a minimized cost (Caemmerer, 2009).

Caemmerer (2009) noted that integrated marketing communication is an approach employed by the organisation to manage the
essential relationship between employees, customers, and shareholders with the intent of sending unified message across boards in
order to maximize the impact of the promotion on the targeted audience. As such, the author pointed out that for a sucessful marketing
communication strategy, the IMC must observe series of steps including recognizing a clear targeted audience, setting communication
goals and objectives, creating the message, planning an integrated communication strategy and developing a framework that clearly
deliver the organisation message to the audience.

Kotler and Armstrong (2012) argued that an organisation has five major available communication means it often employed in
sharing the message about the organisation products to its customers, stakeholders and the general public. Historically, traditional
organisations have always seen the various marketing promotional tools as a responsibility of different department within the
organisation, thereby never see the need for integrated marketing communication (Kotler & Armstrong, 2012). As Kotler &
Armstrong (2012) noted this approach makes it difficult to work towards a unified voice in the organisation marketing message
thereby creating more difficulties aligning the marketing strategy with the overall organisation strategy. Belch & Belch (2004) noted
that integrated marketing strategy arise out of the need to integrate the already disintegrated marketing communication in the various
organisation.

At first, IMC was conceptualized as a mere managerial task aimed at aligning and coordinating organisational promotional
message through four aspect including, sales promotion, direct marketing communication, public relation, and advertising. At this
point, the aim was to achieve consistence and a common front in the communication message to the targeted audience (Ekhlassi,
Maghsoodi, & Mehrmanesh, 2012; Kotler & Armstrong, 2012; Caemmerer, 2009). Kotler & Armstrong (2012) pointed out that IMC
when well approached drive a coordinated message to the customer and prospective which is intended to influnce their behaviour
towards the organisation products and maintain loyalty. Since the introduction of IMC in marketing management, it has enjoyed
considerable acceptance among scholars and practioners.

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Of course there are several reason that prompted the rise in integrated marketing communication among practioners including
but not limited the need for an overhaul allocation of organisation marketing expenditure from the existing traditional promotional
means to other entising promotional means like trade oriented sales promotion, lower cost and more targeted tools including event
marketing, direct mails, spornsor ads and extensive exploration of the internet for advertising purpose (Kotler & Armstrong, 2012;
Weinstein, 2008). On the importance of integrated marketing communication as an approch to marketing, Belch & Belch (2004)
argued that IMC if well planned will bring about several advantages over the traditional disaggregated approach to both clients and
customers. It is believed that IMC will assist the organisation to maximize returns on investment, reduce cost, speak with one voice,
improves organisation understanding about the complexities of its environment and harmonise them. The growth and development of
database marketing also contributes to the development of of effective integrated marketing communication.

With the help of ICT organisation easily collect wide array of customers name, geographic disposition, demographic,
psychographic profile; media preferences, purchase behaviour among other necessary information that provide clues to the
organisation in designing their marketing communication message (Orasmäe, 2017). Also, the increase in the demand for more
accountability from advertising agencies and modification in the means of compesating advert companies have also promoted the rise
in integrated marketing communication. Most organisation are tying the payment or compesation of their adverstising agencies to the
performance of product, or the achievement of targeted objectives such as sales increase, improvement in market share, and increasing
profitability. Ekhlassi, Maghsoodi, & Mehrmanesh (2012) noted that the fact that online marketing facilitates better integration of the
various promotional tools of the organisation to work in harmony towards achieving the overall objectives makes online marketing an
indispensable tool in actualizing effective integrated marketing communication in the organisation.

There are several ways in which information technology or the internet is facilitating better and effective marketing
communication across organisation (Pawar, 2014). With online marketing we could sponsor events to raise awareness about its
existence, we can use e-mails to responds to enquiry or complaints, among others. With online marketing in IMC framework, we can
rely on our website to provide platform for registration or application for the organisation promotional offers or even serve as medium
where we can provide customers, prospective customers and the stakeholders information regarding the organisation products and
service (Kliatchko J. , 2005). With online marketing organisation can establish relationship with many of its numerous customers in
their various social media handle. Information on the performance of their product, review and weaknesses of the products are
received and evaluated at their various social media handles. For instance, facebook page provides a platform for organisation to
interact with several customers at the same time understand their feeling about the products and services what need be done and what
should be modified.

As argued by Pawar (2014) online marketing provides easy integration of the various promotional tools and makes them speak a
consistent message thereby increasing trust on organisation products and services. Online marketing further provides platform of stage
by stage appealling to different categories of customers with what appeal them most. Organisation are easily able to use online
marketing tool like e-mail marketing to target various customers with different buying behaviours thereby making the marketing tools
more effective. Infact, this has become Amazon most perwerful tools in marketing its products to its numerous customers. Orasmäe
(2017) noted that in a competive and busy world, the more unified and clear an organisation message is the better their chance of
cutting through the various noice that the customers are bombarded with on daily basis.

It is however noted that organisation cannot properly utilize online marketing to achieve strategic and effective integrated
marketing communication without proper understanding of the performance of the various promotional tools of the organisation on
the online platform. This research will provide answer to some important question that borders on the effectiveness of online
marketing in achieving effective integrated marketing commmunication in Nigeria.

II. RESEARCH QUESTIONS

This research seek to find answer to the question, to what extent can online marketing improves the effectiveness of organisation
integrated marketing communication strategy in reaching the targeted audience? Answer to this question is important as it will provide
the organisation the needed information on step by step process of implementing an integrated marketing communication online, and
the expected result. Specifically, the research will be embarked to provide answers to the following research questions:
i. To what extent can online marketing be effective in achieving organisation marketing strategy?
ii. To what extent does integrated marketing communication are effective in achieving organisation marketing strategy?
iii. How effective can online marketing be in achieving effective and efficient integrated marketing communication in the
organisation?
iv. What are the key indicators used in measuringonline marketing communication performance?
v. What are the trending online marketing tools employed by organisation to reach more targeted audience and accomplish
more result?

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III. RESEARCH OBJECTIVES

The guiding objectives of the study is derived from the overall or guiding research question. As such, this research aim at
examining the extent online marketing impacts and improves the effectiveness of integrated marketing communication in reaching the
targeted audience. The research will aim at achieving the following specific objectives:
i. To determine the extent online marketing can be effective in achieving organisation marketing strategy.
ii. To examine the extent integrated marketing communication can be effective in achieving organisation marketing strategy.
iii. To ascertain the effectiveness of online marketing in achieving effective and efficient integrated marketing communication in
the organisation.
iv. To examine the key indicators used in measuring online marketing communication performance.
v. To examine the trending online marketing tools employed by organisation to reach more targeted audience and accomplish
more result.

IV. JUSTIFICATION FOR THE STUDY

The fact that the global economy and the corporate world have been very integrated by information technology require the
exploration of online marketing as an improved platform to effectively integrate marketing communication across organisation. As
noted earlier, online marketing provides platform for the organisation to integrate various promotional tools of the organisation in
advertising the organisation products to the customers and the general public. Online marketing as noted by Goldfarb (2011) provides
the organisation the opportunity to measure the performance of the promotional tools in real time on the basis of demographic,
geographic, psychographic of the targeted audience.

Organisation are able to measure, control, determine and evaluates the performance of the advertising agencies and companies
and determine whether there is justification for the resources expended in the marketing communication strategy. This provide more
profit maximization and cost minimization for the organisation as organisation spend on what matters most, on the most important
customers or audience. The fact that online marketing provides the organisation opportunity to speaks with a consistent voice across
the various platform in the global market makes the general public and existing customer to easily assess the objectives of the
organisation facilitating their decision making about the organisation products (Devi & Konti, 2011; Caemmerer, 2009).

It is disheartning to note however, that despite the numerous advantages and benefits that goes with integration of marketing
communication online, many organisation are yet to embrace online integrated marketing communication as a clear marketing strategy
to reach a more targeted audience, maximize profit and minimize cost. Pawar (2014) noted that the slow embracement of online
integrated marketing communication by most organisation can be attributed to lack of understanding of the benefit and knowledge of
online integrated marketing communication. The need to investigate the effectiveness of online marketing in integrated marketing
communication is further reenforced by the fact that the global economy is largely driven today by information technology which has
resulted to keen and highly competive business environment.

Study of this nature will therefore provides corportate leaders with information on the performance of online marketing in
reaching the targeted audience, the step by step process of integrating online marketing with the organisation integrated marketing
communication strategy. And will serve as reference point for other academic researchers.

V. SCOPE OF THE STUDY

This study will cover online marketing and its role in improving integrated marketing communication in the organisation. The
study will cover three organisation in Lagos mainland, Nigeria, including Coca-Cola Nigeria, Uber Nigeria and ABC paint. The
choice of these three organisations are determined by several factors as discussed in the methodology. The methodology section will
provide detail discussion of the sample population and the study area and jsutification for their choice.

VI. STRUCTURE OF THESIS

The thesis will be divided into six chapters. The first chapter will provide introduction the study and guiding objectives of the
study. The second chapter will provide the literature review, where the researcher will review what has been done and identify what is
yet to be done as regards with the topic. Chapter three will review the internet facilitates the effectiveness of integrated marketing,
how the success of integrated marketing communication online can be measured, and lastly a review of the trends in online marketing
approach employed by top organisations in the world.Chapter four will discuss the methodology adopted for the research work while
chapter five will present and discuss the data collected in the course of the research. And lastly, chapter six will provide conclusion
and policy recommendation for corporate leaders and marketing managers on process of sucessfully integrating online marketing in
organisation IMC.

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CHAPTER TWO LITERATURE REVIEW

I. INTRODUCTION

This chapter will focus on literature review of online marketing and integrated marketing communication. This section of the
research is important given the growth of intenet users all over the world and how online marketing has continued to shape the
orgnisation competitive advantage. The interesting thing is that every organisation engages in business for the purpose of making
profit in the longrun. To achieve this,organisation from time to time employ different promotional tools to communicate their products
and services to the targeted audience. How best they are able to combine and utilize the different promotional tools determine the
extent they can achieve their long term goal of profit maximization (Devi & Konti, 2011). The fact that more people are spending their
time online and at different places implies that organisation different promotional tools can be effectively integrated online to achieve
maximum impact on the targeted audience.

II. ONLINE MARKETING: AN OVERVIEW

Advancement in information technology (ICT) have made online advertisement indispensable for an organisation to achieve
competitive advantage in any industry (Fang & Mykytyn, 2007). Marketing in its basic meaning is the promotion of organisation
products and services to the general public with intent of wooing more customers and ensuring customer loyalty to the brand. Percy
(2008) viewed marketing as a process of discovering or assessing societal needs, designing and developing products or service to meet
those needsas well as making councious effort to influnce consumer to discover those products and services offered. It involve keen
evaluation of organisation products and services, the demographic, geographic and psychographic of the consumer to determine which
products and services to offer to different individuals at each point in time (Percy, 2008).

As observed by Jennifer (2001) marketing is a collective medium with which individuals or group of individuals can collectively
exchange goods and services based on their needs and wants. This medium was first presented by Neil Borden in 1953 which is
known today as marketing mix – place, promotion, price and product. Kotler & Armstrong (2012) observed that the marketing mix are
collection of different tools employed by the organisation to achieve the marketing plan. Marketing activities in the 1980’s and 1990’s
have been dominated by traditional marketing mix offline, with the advent of the internet, the focus of marketing has shifted to online
marketing. This thesis will be more concerned with online marketing and its role in achieving effective integrated marketing
communication.

Online marketing basically is every marketing activities that takes place on the internet. Jennifer (2001) noted that online
marketing can be reffered as any promotional activities of the organisation that uses internet to deliver the message to the consumers
or the general public. Online marketing can be of different form including e-mail marketing, display advertising (different form of
banner advert), search engine marketing, mobile advertising, social media advertising, among others. Online marketing involves two
principal parties, the publisher who provide the other party, the advertiser platform to advertise its products or services on its content
(Jennifer R. , 2001; Edosomwan, Kouame, Prakasan, Seymour, & Watson, 2011). Online marketing is all marketing activities carried
out online to reach the customers as opposed to the traditional way of reaching the customer like print media, sales promotion, adverts
on tv and on radio (Goldfarb, 2011). Weinstein (2008) observed that online marketing is the promotion of organisation products
through digital or electronic platform. Such as any promotion made on social media, mobile phones, digital television & radio sites as
well as digital banners on various websites (Hughes & Fill, 2006; Helen, 2018).

Kotler & Armstrong (2012) noted that online marketing is more of piece of direct advertising that provide information about
organisation products and try to build connection between the clients. The objective is to establish a strong image of the organisation
products and services in the mind of the consumers persuading the consumer to become organisation brand loyalist. The origin of
online marketing can be traced to the 1990’s when there is transformation in the information technology and increase application of
the internet to facilitates business objectives. At this period, online marketing was not really seen as advertising medium but rather a
means of sharing e-mails, digitals information and organising organisation profile and customers. However, with the rise in the use
and application of internet in our daily life, where millions of people spend bunch of their time online searching for information,
marketing managers started seen the potentials in advertising online (Belch & Belch, 2004).

Advertising agencies then started incorporating different banners and ads regarding organisation products and services in their
publications. It wasn’t long that organisations especially the tech giants started realizing the potential benefits of using e-mail to
market their products to their customers in a costless effort. Search engine like Google, Yahoo, Amazon, Ask.com began utilizing the
traffic searching for information in advertising organisations products and services (Pawar, 2014). With time, the advertising agencies
or companies keep modifying till 2000’s when consumers are given power to easily unsubscribe from advertising messages,
invitational marketing were also introduced, recommendation of enticing products based on consumer purchase history. A major shift

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occurs again with the introduction of blogging, and relational based marketing, small entrepreneurs are able to publish different
contents that interest the public, attract visitors across the globe and are rewarded for the traffic by advertising agnecies. Online
advertising therefore create significant opportunity to several individuals to earn living at the confort of their home while organisation
are able to reach large targeted audience at minimized cost of advertising compared to the formal traditional offline advertising.
Online advertising are of various categories as will be discussed below.

III. FORMS/TYPES OF ONLINE MARKETING

There are various medium as noted earlier that marketing can be carried out on the internet. In this sub-section we shall evaluates
few of the categories and there success stories.

 Display Advertising
This is the earliest form of advertising on the internet and still remain among the most popular advertising tool employed in the
internet especially in blogs and non-advertising agencies website. It is a type of advertising platform that incorporate the advertising
company message in the form of text, image, anmation, videos, logos and other enticing graphic that easily capture the attention of the
consumers. Display advertising as noted by Pawar (2014) target consumers or audience with similar traits and needs to appeal to their
needs thereby increasing advertising impact. Advertising agencies rely so much on cookies which are unique information collected
based on the history of individuals browsing therbey making it easy to target and serve the customers with adverts from organisation
they often visits. Display advertising can be in various form.

 Banner Advertising
This happen to be the most relevant and popular display advertising platform. Banner ads are often displayed on the web page
and its comes in rich format of different color and size. It incorporate not just image which is the most popular, it also comes in the
form of video, audio, animation button, logos and many others. Pawar (2014) observed that banner advert return on investment are
basically measured in two form, the brand awareness (Robinson, Wysocka, & Hand, 2007; Markova, Prajova, & Salgovicova, 2011),
where organisation brand name and message are important to consumers. Secondly, the extent of interaction with the ads (click
through rate, CTR). Robinson, Wysocka, & Hand (2007) noted that the more people click through the adverts the more value the
advertiser is offering the organisation. The author noted further that empirical findings have revealed that the higher the size of banner
ad, the better the ad perform in terms of conversion rate. Though, the author was unable to highlight whether the asssertion is true for
placing the banner at all section of the website. Given the fact that some earlier studies finds no evidence to support banner size on the
performance of the ads (Rettie, Grandcolas, & McNiel, 2004).

 Pop-Up Advertising
Though appear to be annoying sometimes, it still appear to be the most effective display advertising tools. A pop-up is described
as a new web page displayed above the current web page the internet user is surfing currently. This could be pop-up under where the
advert is displyed in a new web page below the one currently being surfed or pop-in where the content the internet user is seeking is
blurred or temporarily blurred to pave way for the advert. In some website, the pop-up often display when the visitors scroll down to a
certain level or when attempting to exist the web page (Pawar, 2014; Markova, Prajova, & Salgovicova, 2011). Overtime most web
browser and aintivirus software have implemented codes that block several pop-up adverts based on the fact that most internet users
feels that some of the pop-up are annoying to them.

There are other several display ads that worth mentioning including, floating ads which float over the web page for some
temporal period or closed by the website user. Another one is what is refrred as trick ad where the individuals are being tricked into
clicking the advert because of where it placed or mixing it with the content the user is surfing. Though, it has high conversion rate but
its impact on advertiser revenue is minimal. Another popular ad is that of text ad which uses text or text phrase to advertise and is
linked to the advertiser content. Although, as argued by Robinson, Wysocka, & Hand (2007) it easy to incorporate and can be used in
e-mail and text messages.

 Search Engine Advertising

This kind of advertising is common among the search engine organisations like Google, Yahoo, Yandex, Ask.com among others
who often display sponsored adverts outside the normal search engine results pages. The search engine organisation normally places
ads along with the result to differentiate it from the non-sponsored SERPs. It is one of the most prominent and highly profitable
advertising platform for organisation that provide specific services. Sometimes, an individual might type “where to fix sun glass” and
Google will display various office address that fix glass for nonsponsored and below it or above it display the sponsored ads. Most
internet users that visited the web page are likely to demand for the organisation service if the ads content is well placed.

As observed by Rappaport (2007) search engine advertising effectiveness depends on the proper capturing of the message
displayed in the search engine. An orgnisation selling phone will covert more visitor if the message read “buy samsung galaxy” than

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samsung galaxy informatiom. The word buy has already inform the buyer that visiting the website should be based on the desire need
to buy the phone.

 Social Media Advertising

Social media advertising has become one of the most popular advertising platform with facebook being a leading advertising
earners in the world after Google (Ovijidus, 2018). Pawar (2014) observed that social media advertising is the promotion of
organisation products and services in social media handle. Organisation can pay for sponsor ads in social media or simply keep on
updating their social media handle to increase interaction among customers in the social media handle. Social media advertising
present unique opportunity to organisation to reach a targeted audience at a minimised cost (Kotler & Keller, 2016). The author noted
further that social media has gone through stages of development in the past few years and it is expected that its growth will stabilize
over time.

The success of social media in advertising organisation products and services depend to a large extent the proper understanding
of what appeal most to the social media users. In fact, Goldfarb (2011) noted that social media updates of the organisation should be
well enticing and appealling to convert the needed traffic the organisation is seeking.

 E-mail/ Newsletter Marketing

E-mail marketing appear to be one of the most sucessful platform of advertising an organisation products and services. It
invloves sending customers (subscribers) e-mail regarding the organisation products based on their previous browsing history.
According to Short (2012), the report from Direct marketing Association reveal that e-mail marketing is the most paying online
marketing platform as it saves advertiser about $44 for every $1 spent. Organisation like Amazon – the online e-commerce giant have
over the years utilize this particular marketing tools to increase repeat purchases of their products.

The organisation design a customized e-mail to its customers based on their past browsing and purchases history. Products and
services are purely recommended to individuals based on the past history (Short, 2012). The advantage of this process is that it
reduces the annoying nature of the e-mail to the consumers as they are actually served with what they need and it act more like a
reminder. Short noted that while preparing e-mail marketing the organisation should have in mind that they are educating their
customers or prospective customers about their products and services and as such must be rich and detailed. It should be able to
highlight the organisation key strategic offer (Pawar, 2014).

 Blogging
Blogging has overtime become one of the most popular form of marketing organisation products online. Recently, marketing
experts as well as SEO experts started advocating for organisations to incorporate blog into their website where they will discuss the
organisation products. The argument is that when people seek for information regarding a keyword concerning the organisation
products, Google will index the organization URL in their search result thereby advertising the organisation product invariably. An
organization blog provide the organisation with unique opportunity to interact with its customers, learn more about the customers
buying behaviors, provide the customers with detail information about the organisation products and services.

Kotler & Armstrong (2012) have earlier noted that the more information the customers have about the organization product and
services the more likely they will patronise the organisation. The fact that blog enable consumers to easily comment about
organisation products and services, organisation work hard to keep their products and services at the highest quality thereby providing
more value to the customers. Freelancers have equally used blog for advertising purposes. They publish contents and provide space for
advertisers to advertise to their reading audience and have become among the leading source of income online.

 Mobile Advertising
It is all marketing activities displayed through wireless devices like smart phone, tablets among others. The leading advertising
company is Google App, Apple Apps, Galaxy Apps among others. Google still remain the largest mobile marketing earner (Ovijidus,
2018). The advert may take the form of static or rich disply ads. With the rise in mobile users throughout the world, mobile adverts
have become one of the unformidable advertising platform. Several Apps developers are making million of dollars from their Apps
and spend a lot to advertise the Apps. The success of mobile Apps advert depends largely on its ability to display a clear message
about the organisation products and services.

IV. INTEGRATED MARKETING

Integrated marketing has been variously defined based on certain factors. In this section, the researcher will provide review of
popular definition of IMC and what differentiate each one of them. The most popular foremost definition of IMC is that provided by
American Association of Advertising Agencies. The agency define IMC as “a concept of marketing communications planning that
recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines –

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general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity,
consistency, and maximum communication impact” (Schultz & Schulz, 2004).

Their definition sees IMC a holistic marketing plan that combine not just the basic four promotional tools but also other
marketing tool to achieve a consistent and unified marketing communication plan that drives the organisation product. Their definition
is unique in that, it sees IMC as marketing plan and not just tool. The marketing plan worksbetter together in achieving the needed
result.Kliatchko (2005) noted that the definition lack some elements in it, such as, measurability and creativity, cost-efficiency,
consumer orientation among others and noted that the definition is inadequate. Another definition was put forwards by Duncan
&Caywood (1996, p. 18), where they see IMC as “the process of managing all sources of information about a product/service to which
a customer or prospect is exposed which behaviorally moves the consumer toward a sale and maintains customer loyalty”. This
definition place emphasis on the process of getting information across to the customers or prospective customers and how it changes
consumer buying behavior to the product or services. The definition as pointed out by Kliatchko (2005) leaves out the fact that IMC is
also a concept and never include the measurability aspect of IMC.

Duncan (2005) later revised the definition put forward earlier to accommodate other forms of marketing promotional tools other
than those the marketing managers want to employ at that point in time. He then defines IMC as “the process of strategically
controlling or influencing all messages and encouraging purposeful dialogue to create and nourish profitable relationships with
customers and other stakeholders”. Here stakeholders to the business are included in the definition to accommodate all other interest
group in the organisation(Kliatchko J. , 2005). Schultz & Schulz (2004) definition of IMC is similar to the one put forward by Duncan
(2002), they see IMC as a strategic business process that facilitates planning, developing, executing, and evaluating a coordinated
measurable and persuasive brand communication strategy for consumers, customers, prospective customers, internal and external
stakeholders audience. The definition also omit the fact that IMC is also a concept in the definition, though, it addresses most of other
issues raised in the other definitions of IMC.

Kliatchko (2005, P. 23) definition of IMC as “a concept and process of strategically managing an audience-focused, channel
centered, and result-driven brand communication programs over time” is short and more detailed definition of IMC. The definition
highlighted four key things, first, that IMC is both a concept and a process. Secondly, that IMC should be audience-focused, a good
IMC should have a particular target all the promotional tools are directed at reaching with same message in every platform. Thirdly,
IMC should be channel-centered, there should be clear differentiation of the various medium of reaching the targeted audience. And
lastly, IMC should be result-driven. It should be directed towards changing consumer buying behaviours and should be measurable
based on the changes in the organisation sales level. In general, integrated marketing communication is a holistic management strategy
and meta discipline that focus on optimizing the organization wide optimizing value chain to stakeholders that involves the planning
and execution of all marketing related activities of the organisation whether online or offline in a way that is consistent across all
customers, consumers and stakeholders of the organization with the intent of impacting the buying behaviour of the consumers on the
organisation products and services.

V. PROMOTIONAL TOOLS OF INTEGRATED MARKETING COMMUNICATION

There are five basic tools (advertising, public relation, sales promotion, personal selling and direct marketing) employed in
integrated marketing whether online or offline. And organisation ability to integrate the tools together will achieve the maximum
result. According to Oladele (2009) marketing communication serve four basic purposes, to differentiate organisation products from
other competitors, remind the targeted audience about the product, to inform the target audience about the existence of a product and
to persuade the audience to take some set of actions like buying the products or ordering for the service. The tools are discussed
below.

 Advertising
Belch & Belch (2004) sees advertising as any form of paid non-personal promotion, presentation with the intention of influncing
the purchasing behaviour of the consumer regarding the products or services being advertised. The author noted that it serve products
to consumers at low per exposure cost but a high overall cost. Consumers often see organisation that advertise their products as quality
products and services (Caemmerer, 2009). Caemmerer (2009) observed that advertising are best used when the targeted audience are
generally dispersed across different geographical location. Advertising ussually appeal to consumer when carried cosistently and often
within an interval of time, as consumer tends to believe that well advertised products must have unique value it tends to offer.

Advertising could be in the Print media like Newspaper, it could be on TV, Radio among others. It could even be on billboard.
Some organisations in Nigeria for instance, involve in painting people wall close to main road with the products thereby providing
constant reminder of the products to the targeted audience. Pawar (2014) observed that advertising allow organisation to message their
targeted audience with same message over and over again. Also advertising does not irritate or pressured consumer as they are free not
to react to the advert.

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 Personal Selling
Personal selling is another popular promotional tool employed by the organisation to get their products and services to their
targeted audience. It is a person to person promotion aimed at informing, inducing and influencing the buying behaviour of the
consumers. Oladele (2009) noted that personal selling is a form of personal presentation carried by the organisation sales force with
the intent of making sales and building customer relationships. Pawar (2014) observed that personal selling is a form of word of mouth
and mostly effective for building buyer preferences for the products or service, convincing the consumer and inducing their buying
behavior for the organisation product.

A personal selling could be in the form of office-to-office selling, door-to-door selling, public rally selling, it could be in fund
raising dinners or even street to street selling where an organisation representatives visit people in their home and market their
product.Caemmerer (2009) believed that it is a form oral presentation with one or more prospective buyers for the purpose of making
sales. Pawar (2014) identified three major distinctive feature of personal selling including an immidiate interaction between one or
more persons, it often encourage establishment of personal and more close relationship between sales representative and customers
and lastly, personal selling often makes the consumers feel emotional to demand for product based on the already interaction.

 Sales Promotion
Sales promotion is a long sales strategies employed by organisation to encourage short time sales boost of the organisation. It
involves the use of short term incentives to intice consumer to patronise the organisation products. It could come in various form like
coupons, contest, premium, one for more among others. Oduwale (2009) noted that sales promotion could also involve the display of
trade fair or auction bids. Basically, there are two form of sales promotion, consumer-oriented sales promotion and trade-oriented
sales promotion. Consumer oreinted sales promotion is diredted at inducing consumers of a product to buy more of the product while
trade oriented sales promotion is geared towards encouraging the channels of distribution to buy more of the product.
Although, this two basic classification of sales promotion have been critisized by several authors (Kliatchko J. , 2005) and
another third form of sales promotion has been added which is employee sales promotion. This type of sales promotion is used to
encourage employees to put in their best and work towards selling more of the organisation products.

There are several reason an organisation can engage sales promotion. Organisation can engage in sales promotion to boost short
time awareness of their new product and services, to draw quicker response, to attract customer to switch over, to reduce fluctuation in
demand for product, increase customer loyalty and stronger response from the buyers. Pawar (2014) noted that there are three
distinctive benefits of sales promo; quick access to action, it incorporate incentives that can easily attract customer interest, and they
come with invitation of immidiate action on the products or services.

 Public Relation
Public relations stand out to be one of the most effective promotional tools out there. It is an indirect promotional tool that is
designed to improve the image of the organisation positively in the minds of the consumers. Belch & Belch (2004) noted that public
relation is a form of delibrate, planned and sustained effort by the organisation establish a positive image of the organisation and
maintain a mutual understanding with the public. Good public relation does not just occur by accident, it is a delibrate plan of action
by the organisation to influnce the opinion of the public about the organisation and to also maintain coordial relationship with the
general public.

Orasmäe (2017) observed that public relation does not just aim at establishing and maintaning good relationship with the
organisation consumers but also to maintain a sound relationship with all the stakeholders of the organisation, the community,
government, suppliers and even the employee. The author highlighted some objectives public relation aim at achieving which include;
to reduce negative publicity against the organisation, to raise the company profile and forge stronger, effective and cosnsitent
customer-supplier relationship.

 Direct Marketing
Direct marketing is any effort made by any organisation with the intent to get immediate response and measure the impact of the
promotion on the products. Orasmäe (2017) noted that it any form of direct communication to a specified individuals or group of
individuals designed to generate immidiate response – direct order, request for further information – generating lead of action, make a
direct move by checking more of the organisation product or services. It is a common strategy employed by content and SEO
marketers, where they directly send e-mail to their prospective clients giving them details about their service and asking them to order
in other to enjoy the service provided by the organisation.

Direct marketing could be in the form of telephone marketing, direct e-mailsend to the customers, online marketing among many
others. With the growing usage of the internet, online marketing is no longer classified as a form of direct marketing since it provide

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online avenue for effective utilization of other promotional tools. The integrated marketing communication tools effectiveness in
creating brand awareness and inducing consumer purchasing behavior is summarized in table 1 below.

4Cs Advertising Sale Public Personal Direct M.

Promotion Relations Selling
Communication

Ability to deliver a Low Low Low High High

Personal message
Ability to reach a large High Medium Medium Low Medium
audience.
Level of Interaction Low Low Low High High
Credibility
Given by target audience Low Medium High Medium Medium
Costs
Absolute costs High Medium Low High Medium
Cost per contact Low Medium Low High High
Wastage High Medium High Low Low
Size of investment Control High Medium Low High Medium

Ability to target particular Medium High Low Medium High

audiences
Management’s ability to Medium High Low Medium High
adjust the deployment of
the tool as circumstances
change
Table 1:- Characterristics of IMC Promotional tools (Source: Oduwale, 2009)

VI. STEPS INVOLVED IN DEVELOPING EFFECTIVE IMC PROGRAM

In this section, the researcher will discuss the various steps involved in effecting an effective integrated marketing
communication.

 Identify the Targeted Audience

The first step is to clearly identify a target audience the communication plan is aiming to reach out to. Pawar (2014) noted that
organisation designing IMC should have a clearly target audience in mind that incorporate prospective customers, current customers,
influncers, a particular group, or even the general public. The audience also determine what the organisation will say, how, where and
whom to say to what. Pawar (2014) noted that a clear definition of target will help the organisation know whether the target audience
is loyal to the organisation or to the competitors, the extent the individuals are using the organisation products and services. There is
need to have clear understanding of your target audience demographic characteristics like age, education, income, gender, and
geographic characteristics in the form of locations of the target audience. This will help to determine the appropriate means of
reaching the target audience (Caemmerer, 2009).

The fact that the target audience might have a particular understanding about the organisation products implies that any effort to
integrate the promotional mix will only be effective if the message is designed to address the need of the targeted audience (Belch &
Belch, 2004). Picton & Broderick (2005) noted that what appeal to a particular set of consumers might not appeal to other segment
and further re-enforce the need for a clear target while designing IMC.

 Definition of the IMC objectives and goals

This is very important aspect of the IMC. A clear and concise objectives well communicated to everyone in the organisation will
help the organisation to achieve effective integrated marketing objectives. Pawar (2014) revealed three categories of objectives the
organisation might be using while developing and integrative marketing communication plan. Your integrated marketing
communication plan should be able to answer the following questions; is the organisation trying to create more brand awareness,

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trying to increase its sales revenue, develop and build more customer relationship? Once the organisation clearly decide on what the
aim and objectives of the IMC then it can be measured, evaluated and controlled by the marketing team (Helen, 2018).

 Crafting a Clear Message

At this point the organisation design the message to be past to the general public. In most cases organisation use different
medium to source for the most enticing message. Some organisation even ask brand loyalist to compete for the right message where
the winner are rewarded financially. Pawar (2014) observed that a clear and unambigious message should get attention, interest,
arouse desire and leads to action on the part of the audience. Though in practice, not all message lead to action but a good message
will surely induce one of the actions listed above. Following factors are noted;The message communicator have to decide on three
major form of appeal. The rational appeal, which appeal to self-interest of the consumer. And this is achieved by highligthing the
wonderful feature of the products or service. The second one is the emotional appeal, which is aimed at steering positive emotion
about the organisation products. Positive emotional appeal like love, joy, meekness might attract more customers (Pawar, 2014).
Lastly, is the morality appeal which appeal to individual sense of what is right for the society like clean environment, equality among
others.

The message structure has also been identified to play crucial role. The message structure could be whether to follow a
conclusion oreinted message, one sided or two sided message and lastly to present the strongest argument first or last. The format of
the message is also assumed to be very important. Of course the audience of the message also play an important role in decision
regarding the format of the message.

 Decides on Channels of Communication

Not all channel work for certain target audience. Everyone don’t need to be on facebook, magazine. Organisation should be able
to ask themselves, which channels are my customers familiar with? How effective are these chennels in reaching my goals. Pawar
(2014) indentified two major channels of communication – the personal and non-personal channels. The personal communication
channel are those channels that involve communication between two or more people whether on phone, email or any other medium.
Non-personal communication channels includes the media: print media, broadcast media, electronic media, bill boards and are msotly
from paid media (Jennifer, 2014).

 Ensure your message are integrated properly

Regardless of the channels the organisation opted for, it should ensure that the message are clear and convey the same meaning
across board, targeted at achiving same goals and objectives and directed towards organisation strategy. Pawar (2014) observed that a
well synchronised campaign message across different channels online, whether via e-mail, social media advert, search engine
optimization, sales promotion among others should convey the same message and aimed at achieving a particular objectives like
increasing sales, creating brand awareness and many more.Organisation should ensure that all the marketing team regardless of their
projects, work together for the achievement of the overal objectives and goals. If organisation is using different advertising platform,
the message should also be uniform and consistent (Jennifer, 2014).

 Evaluation/Feedback
The success of the campaign can only be ascertained if there is a metric put in place to measure the success of the promotion.
Organisation should therefore collect data in real time as the campaign is ongoing. This will facilitates an understanding of the
performance of the coupon, promo codes across different channels. There should be an open channel across the various platform to
provide feedback as the campaign progresses.

This section of the research have provided extensive review of literature on online marketing; its meaning and scope, categories
of online marketing and how effective each has been over time. Literature was equally reviewed on integrated marketing
communication, its form and steps involved in implementing integrated marketing communication plan over the years. It is interesting
to note that most organisation as revealed in the literature reviewed are yet to embrace integrated marketing approach especially online
partly because they don’t have the requisite knowledge to execute such plan as discussed in this chapter or partly because they don’t
have sufficient knowledge about its benefit as will be discussed in the next chapter.

What is unique about this research? This research work is ncessary considering the fact that internet in particular and information
technology in general has continued to revolutionalize the way organisation operates and build customer relationship, thus the need to
investigate the role of online marketing on the effectiveness of IMC in an Africa market. Secondly, most organisation especially

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consumer goods and general manufacturing organisation are yet to fully embrace and tap the potential benefit that lies in the usage of
internet in an integrated marketing communication framework (Pawar, 2014).

Thirdly, no study known to the researcher have investigated the effectiveness of online marketing on IMC in Africa or Nigerian
market, thus, the need to investigate and see the extent Nigerian organisation are adopting the internet in their IMC effort. Lastly few
of the studies who have investigated the study in India (Pawar, 2014; Rahul, 2016) and Sweeden (Lundgren, 2004) have some
methodological issue which raise eyebrow about the findings of the research. For instance, Pawar (2014) studied effectiveness of
online marketing on IMC and uses case study design and the sampled organisation customers.

The problem with this work is that customers might not have sufficient knowledge about the organisation IMC as such might
lead to misleading findings. Lungren (2004) sampled only three marketing manager which is rather argued to be too samll to provide a
generalized conclusion. To close that gap in methodology, this present research will limit the sample to the organisation marketing and
sales employees. Their choice is based on the fact that they have sufficient knowledge about what the organisation marketing program
look like and how effective it has been based on the various parameters that will be discussed in the next chapter.

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CHAPTER THREE

I. INTRODUCTION

In this section, the research will examine literature on the effectiveness of online marketing in an integrated marketing
communication environment with the intent of discovering whether online marketing have made integrated marketing communication
effort more effective or not. Similarly, the section will also examine trends on online marketing.

II. ROLE OF ONLINE IN INTEGRATED MARKETING COMMUNICATION

Business environment is changing so is the tool employed in the management of business. In the field of marketing, marketing
communication is evolving and changing, there is rise in new tools, theories, techniques, technological changes, and cultural dynamics
all combine to create impact on the way marketers are communicating their message to the targeted audience.

 Online Advertising
Like the traditional offline advertising that uses broadcast or print media in advertising effort, organisation advertising their
products to reach their targeted audience should consider internet as they would television, newspaper, radio, outdoor and others
(Strauss & Raymong, 1999).Markova, Prajova & Salgovicova (2011) observed that there are two approach to advertising online; first
is the text based approach that employ e-mail and bulletin board and the second is the multimedia approach that utilizes banner,
interestials, sponsorship, buttons among others.

 E-mail Marketing:
The text based e-mail marketing is similar to the traditional mail send across to organisation customer offline. E-mail have
several advantages over the traditional mail send across the customers. First is the fact that e-mail permit sending of mail across to the
customer at no cost compared to direct mailling that organisation pay for poster service. Secondly, in the e-mail quick response from
the customer can be achieved since the organisation often attached link to the e-mail back to the organisation website where transation
or registration can take place. E-mail can easily be gotten while customer visit website for any transaction or from the organisation
brokers. E-mail remain a powerful marketing instrument today in the hand of tech giants like Amazon. Amazon for instance, use e-
mail to recommend products to customer based on their past shopping experience. It is used extensively by most organisation to
collect survey on how to improve the organization services to the customers.

 Banner ads:
This appear to be the most commonest multimedia advertising medium on the internet (Devi & Konti, 2011). It is used to create
awareness about a product or services and sometimes used as direct marketing. Banner ads and button ussually ocupy a position in the
website like normal print media and link is attched to it to get to the advertiser website where the transaction or the very action takes
place. It was the most popular form of advertisement online but emphasies has shifted from it largely because of its low performance
(Belch & Belch, 2004). To increase banner effectiveness in advertisement, most marketers use selective targeting as design factor, and
the more the design and position the ads the more it reaches the targeted audience (Belch & Belch, 2004). One unique feature of
online in advertising is the fact that in print media advertising, action are delayed and so the focus is to create awareness but in online
advertising, awareness are created and also leads to immidiate action from the customer through the link attached to the banner.

 Sponsorship:
This is yet another powerful tool in advertising on the web. It popularity increased over time due to low performance of banner
advertisment (Strauss & Raymong, 1999). It is a situation where the advertiser pay for a particular web page or s section of the web
page and could take part in providing the content or the site simply provides the content as a whole and have it approved by the
advertiser. This is also common in print media where a page is dedicated the website. The advantage over traditional print media is
that they ussually last for a while and that all, but with the internet as long as the content is relevant people will keep on seeing the
content (Markova, Prajova, & Salgovicova, 2011).

The advantage of online advertising over the print media or broadcasting media like television is the ability of the ads to be align
with what the targeted audience is interested at that point. For instance, in television program, an advert might be totally different from
what the viewers want to see but not with online marketing (Strauss & Raymong, 1999). The web further allow effective integration
between information seeker and transaction. Internet user can immediately respond to an advert and purchase in the sponsor website
bridging the thinking minute’s offline multimedia don’t offer. Lastly, online create a multi communication channels where user might
respond to message and another respond to its message creating whole lots of community.

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 Online Public Relation
Public relation is part of the marketing promotional tools employed by the organisation to create awareness of its products and
services to several stakeholders. Markova, Prajova, & Salgovicova, (2011) observed that its role is to look after the nature and basis
that define external relationship between the organisation and the various stakeholders. It is ussed to create goodwill message about
the organisation to all its major stakeholders; the employees, media, finanvial institutions, shareholders, community, suppliers,
government among others. The objective is to create positive image about the organisation on the mind of its stakeholders. As such,
every content in an organisation website other than advertising, sales promotion is public relation (Strauss & Raymong, 1999).

The organisation brochure ware are made available in the company website where the organisation provides the consumers
details information regarding a particular product, similarly press release of the organisation can be provided to the media while
annual report are provided to the investors. An investor does not need to visit the organisation before having access to the organisation
financial report with the internet (Hughes & Fill, 2006). Giving the fact that very few individuals still watch Television and read Print
Newspaper, organisation must therefore invest in information technology establish more personal relationship with its many
stakeholders.

Strauss & Raymong (1999) observed that dialogue, borderless communication, inclusive and continuos communication is the
basis of effective value delivery and building strang personal relationship with the stakeholders online. Twenty first centur y
organisation are engaging all its stakeholders particularly the internal (employees) and external customers in a dialogue to determine
what the customers want and how the organisation can get it done. Because of global integration through the internet, organisation
should properly design its message to cut across all culture. Organisation goodwill message should start from the employees as an
adage says “charity begins at home”, selling the message to the employees first will make it easier to sell to other stakeholders.

 Personal Selling Online

As the internet has become a powerful tool in the hand of most e-commerce organisation for personal selling, it has become a
threat to many involved in persoanl selling especially those involved in business-to-business market. However, most organisation in
B2B have viewed internet as even opportunity to increase their coverage and presence by maintaining strong online presence. Some
organisation have even cut down their workfoce largely because of poor reach with the emergence of online personal selling
(Markova, Prajova, & Salgovicova, 2011). The internet has become a great source of information for those in business-to-business
market especially those of them that are in supply chain industry.

As individuals visit organisation website, interact with the organisation providing a lead, an individual sales person can be
assigned to follo-up the visitors which then become a sales prospect. Most business to business organisation especially advertising
agencies and other business supportive service providers follow-up organisation until they are convinced to patronise the organisation.
The advantage is that it minimise cost as the sales respresentative does not need to travel to talk to the client about the organisation
products or services (Hughes & Fill, 2006). Most organisations are already implementing free trial version of their products or
services online which after the consumer is satisfied with the product will likely order for a product and sales person is assigned for a
follow-up.

Strauss & Raymong (1999) noted that in a well designed integrated marketing communication plans, online presence facilitates
personal selling and gives the sales representatives to reach more individuals with the organisation products and services. Although,
some researcher have noted that internet does not fit in very well for personal selling but for providing supportive role to personal
selling activities offline.

 Sales Promotion Online

With the rise in e-commerce, sales promotion activities has increased drastically online. Sales promotion instruments includes
coupon, rebates, free or low cost gift, contest, products sampling among others. Strauss & Raymong (1999) obsered that unlike the
offline sales promotion that is directed to retailers in the chennels of distribution, sales promotion online are directed to consumers
themselves and the impact of the sales promotion can therefore be easily measured based on the level of interaction in the website.

For instnace, most of the online service providers like the software producer organisation often gives free sample to the
consumer for test over a specified period of time after which they are required to pay for the product or service if they so wish to
continue using the service. Organisation also uses contest for a product or gift to keep their customers or fan based exicited and
interacting in the website. It could also be a sweektakes where there is no contest but a thing of chance thereby making the website
stakeholders more exited over time (Milton & Westphal, 2005).

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III. MEASURING EFFECTIVENESS OF ONLINE MARKETING IN IMC FRAMEWORK

By effectiveness of online marketing in integrated marketing communication framework we mean the extent online success in
online marketing can be measured over time by the organisation. Literature have revealed certain criteria an organisation can use in
measuring the success of its online marketing efforts including: the number of unique visitors, the number of page viewed per visit
(bounce rate), the number of repeated visit, the minutes an individual visitor spend in on the website per visit, the behaviour of the
visitors on the site (copying, reading among others), the number of comments on the post, the number of e-mails received from
customers and many others (Strauss & Raymong, 1999).
If a customer needs for visiting the website is fulfilled, it is assumed that they will visit the site repeatedly to get their needs
solved again, the longer a visitor to a website spend on that website the more a stronger relationship is been established over time. The
high the number of visitors or traffic to a web page advertised the more impact the advertisement on the organisation product or
services. Visitors behaviour on the website is paramount most times to measure whether the intended purpose of the advert of
promotion is achieved. Also, the website visitors conversation on the web page is also a paramount one especially if the advert is
aimed at achieving such goal (Devi & Konti, 2011; Belch & Belch, 2004; Robinson, Wysocka, & Hand, 2007; Strauss & Raymong,
1999).

Another important measure of advertisment or any other promotional activities online is the extent such tools increase the
organisation sales and income. The primary objectives of being in business is to make profit and if any of the promotional activities
facilitates that then it is regarded as sucessful (Markova, Prajova, & Salgovicova, 2011). Robinson, Wysocka, & Hand (2007) noted
there are two basic way of measuring online promotional activities, the first been the behaviour of the online or website visitors;
whether they are doing what the organisation expect them to do (the aim of the promotional activies). It is easy for the organisation to
determine the success of the promotion by looking at the behaviour of the site visitors. For instance, if the organisation expected the
visitors to register for a course and they rather ignore it and leave the site. The organisation might need to reconsider the content of the
course, the cost of enrolling for the course and other factors that might hinder the site visitors from registering.

The second measure according to the author is the number of repeat visit to the website by the visitors. A visitors visiting again
is an indication that he/she finds the website very informative and useful, in such case, the organisation might leverage on such
information (Robinson, Wysocka, & Hand, 2007). Similarly, Pawar (2014) opined that the effectiveness of a promotion should be
measured by the sales and organisation profitability and a combination of other measure like time spent on the website, the average
number of pages visited, the bounce rate among others. A promotional tools effectiveness should also be measured based on the extent
it convert site visitors to customer or client, facilitates post-purchases among others.

The ability of the organisation to convert website traffic to meaninful sales and post-purchases by the visitors is key indices of
the effectiveness of promotional tools. Organisation should therefore study the the trends from each tools and see which one is
bringing the highest lead, highest sales and improved relationship. Of course, a promotion might create high awareness for the
organisation product and yet generate very low sales or post-purchases. Depending on the objectives of the promotional activities, if
the promotional activities aim at creating awareness about the organisation website and brands then such might be regarded as a great
success, on the other hand, if the objectives is to increase sales then the organisation will need to consider the promotional tools, the
features of the product as well as the price.

IV. ONLINE MARKETING TRENDING TOOLS IN IMC

As noted earlier, the world of information technology is constantly revolving and changing, where innovative technology are
changing consumer behavior on daily basis. Consumer attention are being caught by different thing and what matters most to the
consumers are changing on daily basis so is the online marketing trend (Brian, 2018). Organisation must therefore make adequate
effort to explore the digital marketing trends and position their promotional tools to reach as many effective customers as possible
with minimal cost. I will discuss the trending digital marketing tools that can be employed by organisation to increase their online
presence and remain competitive in this sub-section.

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Fig 1:- Artificial Intelligence

One unique benefit of digital marketing is that it reaches, engages and influences more audience at minimal cost than offline
marketing. The lastest technology employed by organisation to minimize their expenditure is artificial intelligence (Nidhi, 2018).
Artificial intelligence perform several roles that can be performed by the organisation employees saving the organisation marketing
cost. Ai can collect data of organisation customers from comments, blogs, social media for utilization, analyze consumer behavior,
and above all, can be used to answer several customers complaints and enquiries as human being would ordinarily.

Nidhi (2018) following the report by Gartner, noted that by 2020, it is pressumed that 85 percent of organisation interacting with
its customers will be carried online through artificial intelligence. One peculiar ai technology popular today is chartbots. Brian (2018)
argued that chatbots is the solution to organisation customer service that can interact with organisation customers need in real time.
The chatbots has the ability to chart with customers and responds to customer needs whether at night, day and anytime. It has saved
most organisation the stress of employing staff from different countries with different daytime. Nidhi (2018) predicted that by 2022
chatbots is designed to save organisation over $8 billion marketing cost per annum. Brian (2018) further noted that Servicon has
predicted that by 2025, about 95 per cent of consumer-brand discussion will be powerred by Ai. Most organisation have started to
adop chartbots to replace human in attempt to reduce cost and provide better response to customers. It facilitates better ads targeting
based on consumer surfing behavior. This has made organisation to easily target the real consumers with their ads.

 Video Marketing
Another trending online marketing tool is content video marketing. Forbe (2017) survey revealed that video consumption online
grows by 100 percent every year and will continue to grow every year. Video consumption is projected to claim 80 percent of traffic
online by 2021 (Nidhi, 2018) and 70 percent traffic by 2019 (Forbe, 2017). Brian (2018) observed that adding video content to e-mail
marketing will likely increase the click through of the content by at least 200-300 percent. It was equally revealed that 70 percent
customers surveyed are likely to purchase organisation product and service after watching video about the products.

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The above statistics revealed that video marketing has overtime become the most dominant marketing strategy online and will
likely influnce the online marketing and integrated marketing more than any other online marketing strategy after artificial
intellengence role. Organisation are using videos to tell story about their products and services in most appealing ways. With social
media giants like facebook, instagram among others it much easier to launch video as a marketing strategy by organisation. It is easier
for customers or site visitors to listen and watch videos about organisation products and services and feature them online. Organisation
are therefore converting most of their content marketing to content video marketing.

 Influncer Marketing
This is yet another trending marketing platform online employed by several organisation to reach a targeted large audience.
Nedhi (2018) observed that survey carried by the organisation revealed that 58 percent of marketers interviwed favored the integration
of influncer marketing to all organisation marketing activities. 39 percent of the sampled respondent expect their budget on influncer
marketing to increase. It is important that as product review for consumer purchasing a product on an e-commerse website, so does
influncer marketing important for consumer to make decision regarding a product. Brian (2018) noted that consumers purchase more
of the product if someone they trust recommend the product.

An influncer can be a celebrity, popular social media account among others. Someone with high level of followers can advise the
company products and everyone would want to use it. People tends to copy a celebrity lifestyle and once they recommend a product it
becomes hot sales.

 Micro Moment
Micro moment is what most popular bloggers have learnt over the year and have woo them several traffic and fans. Google see
micro moment as the period where an individual wish to learn something, know about something or looking for something through
there phone. Marketing experts revealed that the ability of organisation to easily capture their message in a small concise and clear
language will win them more consumers.Brian (2018) shared the view that consumers are faced with several pressing needs
demanding their time as such rarely have time for long explanation but short and rich statement. It has been argued that consumers in
US spend at least 4.7 hours a day with their phone and visiting social media on average at least 17 times a day. Organisation can
therefore design their product and service message in a concise and clear manner.

 Big Data
Big data is not just trending in marketing industry, it has also become a major weapon employed by organisation to compete
favourably in other industry (Demers, 2017). There is virtully no limit to the amount of data an organisation can collect and this data
can be analyzed with artificial intelligence providing much insight on the organisation customer behaviors. What matters most to the
consumers are revealed by big data.

Whether operating in small scale or large scale, there is virtully no limit to what the organisation can achieve in online marketing
that changes every minutes with proper cordination of Big data. There are several other marketing trends that worth mentioning
including social media messanger apps (lots can be achieved by sharing captivating message or video in messenger Apps that house
over one billion users in the globe. Visual search is also a powerful marketing tools employed by marketers to market their products
among others.

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CHAPTER FOUR: RESEARCH METHODOLOGY

I. INTRODUCTION

The question of the appropriate research methodology that will be adopted in a typical research in management science borders
on the question of the research inference and the outcome from such inference (Creswell, 2014). The success and validity of the
research enquiries depends largely on the selection of appropriate research methodology. Similarly, appropriate methodology that
should be adopted further depends on the guiding research question and the objectives the researcher aim to achieve (Creswell, 2014;
Saunders, Lewis, & Thornhill, 2009). This research aimed at examining the effectiveness of Online marketing on integrated marketing
communication. This chapter provides framework that addresses the philosophical perspective and inference of data collection
method, instrument of data collection, data analysis and ethical factors relating to the study.

II. RESEARCH PHILOSOPHY

Research philosophies borders on the philosophical world view of the research effort and appropriate methodology. Following
Saunders, Lewis & Thornhill (2009), the goals and objective the researcher aimed to achieve determines the philosophical world view
the researcher adopts. The philosophical worldwiew determines the kind of data required to achieve the research objectives. The
authors noted further that to answer the research question, an appropriate research method should be adopted to facilitates the
collection of appropriate data used for the analysis. Creswell (2014) noted that the main purpose of research method is to collect
appropriate data that will be used for analysing and achieving the research objectives. The type of data required to achieve the research
objective determine the appropriate research design (Ichoku, 2015). According to Crewell (2014, p. 35), “Worldviews arise based on
discipline orientations, students’, the types of beliefs held by individual researchers based on these factors will often lead to embracing
a qualitative, quantitative, or mixed methods approach in their research”. Figure 2 below illustrate the worldview.

Fig 2:- Philosophical World View

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Source: Creswell, 2014, p. 35sThe philosophical worldwiew could be positivist (where issues in the social world could be
viewed through hard facts and the testing of ideas for truth through the process of observation, enabling generalization statement),
constructivist, transformative (focuses more on meanings, values, motivations, interactions and other intrinsic and innumerate aspects
of everyday life) and lastly the pragmatic approach that provides a mixture of the other extreme polar view (Creswell, 2014).In this
research work, the positivist philosophical worldview will be adopted to achieve the objectives of the study. The choice of positivist
school of thought is based on the fact that the issues under discussion, online marketing and integrated marketing communication are
observable and measurable. For instance, online marketing types/forms are known and observable and their performance are at the
same time are measurable as discussed previously in chapter three. Similarly, the predictive nature of the research phenomenon also
reinforces the choice of positivist philosophical worldview (Pole & Lampard, 2002).

III. RESEARCH DESIGN AND METHOD

Research method refers to whether a research will adopt qualitative or quantitative method of data collection and analysis. This
research work will adopt quantitative method of data collection and analysis. Regarding research design, Creswell (2014) observed
research design implies the overall strategy a researcher employed to integrate the various components of the study in a coherent and
logical way. It revolves around how the researcher intends to follow in the data collection and analysis with the intent of providing
solution to the research problem under investigation (Saunders, Lewis, & Thornhill, 2009).

In this research work, the descriptive research design will be employed to facilitate the data collection and analysis. The choice
of descriptive research design is based on the fact that it facilitates the recording, examination, analyses, and interpretation of
measurable variables in the study. It also facilitates and enable the researchers to obtain data needed for the research work directly
from the respondents (the respondent is usually made of individuals with sufficient knowledge about the issues under discussion). It
also facilitates the gathering of multiplicity of responses and opinions, norms, attitudes and belief that can be helpful in the
generalization of findings. Ichoku (2015) further noted that descriptive research design provides the researcher with opportunity to
measure the variables under investigation quantitatively and employ various statistical tools for their analysis and discussion.

IV. AREA, POPULATION AND SAMPLE OF STUDY

This research work will be carried in Lagos mainland, Nigeria where three companies will be relied upon to facilitates the data
collection. The three companies are: Coca-Cola, Uber Nigeria and ABC paints. The three organisation was clearly selected on the
basis of several factors. First, two of the organisations – Coco-Cola and Uber Nigeria are multinational corporations (MNCs) while
Coco-cola is a manufacturing company,Uber is Service Company with focus on transportation services. While, ABC paint is a local
manufacturing company to represent at least a domestic firm in the sample. Secondly, their choice is influenced by their marketing
strategies based on the information obtain from the company website and secondary data gathered. Coco-cola for instance focus
mostly on sales promotion (retail sales promotion) both online and offline with more focus on offline, advertising, influencer
marketing and sponsorship. Uber Nigeria rather focus more on online advertising (high social media advertising, search engine
advertising etc), sales promotion in the form of coupon, and promo code, personal relation and direct marketing. Lastly, ABC paint
focus more social media advertising, sales promotion especially offline, direct marketing etc. Their choices are quite similar but
differs based on their targeted audience.

Thirdly, their choicesare influenced based on their marketing and sales department cooperation with the researcher to collect the
relevant data necessary for the analysis. The three companies were the first to give approval for the survey among the five companies
the researcher submitted research participation approval form. The behaviourand cooperation of the respondents in any research
exercise is very important to the relevance of the data collected and the validity of findings from the research (Ichoku, 2015).

From the data obtained from the three organisation, the branch office of Uber Nigeria marketing/sales department staff is 24, the
sales/ marketing staff from Coco-cola is 52 while the marketing/sales staff at ABC paint is 15 making the totals of 91 population. The
choice of the marketing/sales department is based on the belief of the researcher that this department has employees with relevant
knowledge and information regarding the issue under investigation and have constituted bulk of what other researchers in marketing
related study have relied on to collect the relevant data.

To determine the sample size, the researcher used the Taro Yamane formula to arrive at the sample size of 74 as shown below.

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Where n= desired sample size

N= total population (91)
E= acceptable error limit
By using the formula above

N= 137
E= 0.05 or 0.0025
91
n = 1+91(0.05)2
91 91
n = 1+0.2275 = 1.2275
n = 74.1344 ≈ 74
n= 74.
The sampling techniques employed to arrive at the respondents or primary sampling unit is simple random sampling techniques
where everyone is giving equal chances of being included in the sample. However, non-probabilistic sampling design was employed
to arrive at the sampling frame, since all the firms in Lagos mainland were not giving equal consideration to be included in the sample
and the sampling techniques. To arrive at the sampling frame was based on certain criteria as was discussed earlier by the researcher.
V. METHOD AND INSTRUMENT OF DATA COLLECTION
As noted earlier, to collect relevant data that will facilitates the analysis, the descriptive survey will be employed in the data
collection, where quantitative data will be the focus of the research work. The instrument of data collection employed in the research
work is that of structured questionnaire. A questionnaire is a data collection instrument where respondents are meant to respond to a
set of existing research question based on some predetermined order. A questionnaire could be open ended where respondents are not
restricted to some answer, ordinal or ordering where individuals or respondents are asked to rank their opinion or preference for a
where and lastly close ended, where respondents are limited to yes or no answer, agree or disagree answer (Ichoku, 2015).

A questionnaire can be self-administered by the researcher and completed by the targeted respondents. The self-administered
questionnaire can be through e-mail using the internet services, posted or submitted to the respondents’ office or home to fill and
returned after completion (Saunders, Lewis, & Thornhill, 2009). For faster response and need to achieve high response rate, a
researcher might submit a letter of introduction to the respondents informing them of the survey and going back on the agreed date to
distribute the questionnaire to the established contacts and collect same right there at the same day.

The choice of questionnaire is informed by majority of its optimal properties including the fact that questionnaire is more
suitable for collecting quantitative data, ease to prepare and respond to by the respondents. Creswell (2014) noted that questionnaire
poses less challenges to employ in research, provide less likelihood of bias, can be easily administered and provide minimal error of
measurement. One of the argument against questionnaire however is that it often ask question that might pose certain difficulties to the
respondents to understand, thereby leading to wrong answers. Also, questionnaire has also been criticized that it often provide rooms
for respondents to answer superficially, especially when the question to be answered are many.
To address the two key challenges raised against the usage of questionnaire in data collection and analysis. First the researcher
conducted a pilot study using five randomly selected respondents from Casino firm. Their responses, opinions were used to correct the
difficult aspect of the research questionnaire. Secondly, to address the issues of respondents answering superficially, the researcher
minimized the number of question to be answered as small as possible within the scope and limit of the study objectives. The
researcher equally embarked on self-face-to-face administration of the questionnaire after obtaining respondents consent to participate
in the survey. This is aimed at reducing the incidence of low response rate often peculiar to online monkey survey and e-mail survey.
The questionnaire is divided into six sub-section. From section A to F. Section A contained the demographic information of the
respondents such as age, sex, experience in the industry, educational background and others. While the section B to section F provides
questions that borders on the research issues under investigation. From the role of online marketing in IMC to the measure employed
in measuring the effectiveness of IMC efforts online. Each of the subscale of question A-F has 8-11 items that the respondent’s
responses a structured on a 5 point Likert scale from strong disagree to strongly agree. Where the strong agree takes 5 and strong
disagree takes 1. The mean value will be pegged at 3.00, where mean above 3.0 will regarded as significant and below will be

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regarded as insignificant. In order word, respondent response average above 3.00 will implies their agreement with the question while
below 3.05 implies their disagreement with the question.The benchmark of 3.0 was arrived based on the following computation.

S/N Response code Cum. Average

Strongly Agree 5 5
Agree 4 9
Neutral 3 12
Disagree 2 14
Strongly disagree 1 15
15/5 3.0
Table 2:- Computation of Benchmark Mean (Source: Author Computation)

VI. METHOD OF DATA ANALYSIS

Because the research is not much interested in measuring the impact of one variables on another, neither is the research
interested in measuring correlation or association between two or more variables. The research will therefore rely solely on descriptive
statistics to analyze the data collected and collated from the field survey. The researcher is more interested in understating the scope
and roles of the various online marketing tools plays on organisation marketing strategies, how it has improve the effectiveness of
IMC among others. Therefore, the research work will therefore relies mostly on descriptive statistics of mean, median, frequencies,
standard deviation, graph and tables for the analysis of the findings.

The choice of descriptive statistics is based on its ability to analyze several kind of quantitative data and provides trends analysis
of existing relationship. It is also chosen given the fact that it is very easy to understand and applied to wide range of issue and data.

VII. VALIDITY OF RESEARCH INSTRUMENT

Research validity is an important component of the research work as it provides the extent the research instrument measure what
it tends to measure. Or the extent the instrument and questionnaire can achieve what it tends to achieve (Creswell, 2014; Saunders,
Lewis, & Thornhill, 2009). Creswell (2014) observed that validity of the research instrument is the extent the research instrument
align with the research objectives of the study. The research was subjected to content and face validity by conducting a pilot test as
explained earlier on the research instrument with which the researcher used in clearing out some ambiguities in the research work.

VIII. ETHICAL CONSIDERATION

In a typical research work like this that involve interacting with respondents directly and question that borders on their
demographic features, it is important to adhere strictly to ethical principle (Creswell, 2014). In the course of the research work, the
research will observed the following research ethics:
 Voluntary Participation: To ensure the research work adhere to ethical principles, respondent was given the opportunity to
voluntarily participate in the research work and opportunity to pull from the survey exercise when they feel they need to. The
researcher provides the respondents pre-information about the study before embarking on the data collection explicitly.
 Anonymity: The researcher to ensure anonymity of the respondents, instructed the respondents not to mention their name
neither their contact. This is to assure respondents that their information will not be used against them and therefore responds
to the question as honest as possible. The respondents was equally assured of ultimate confidentiality of their participation in
the survey. The respondents was equally assured that there is no correct or wrong answer, therefore respondents are free to
answer any question the way they feel.

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CHAPTER FIVE
DATA PRESENTATION AND ANALYSIS

I. INTRODUCTION

This chapter present and discuss the findings from the data collected from the field survey. As earlier noted the guiding objective
of this research is to determine the extent the internet or online marketing facilitates the effectiveness of integrated marketing
communication. The specific objectives of this study aimed to achieve empirically include:
i. To determine the extent online marketing can be effective in achieving organisation marketing strategy.
ii. To examine the extent integrated marketing communication can be effective in achieving organisation marketing strategy.
iii. To ascertain the effectiveness of online marketing in achieving effective and efficient integrated marketing communication in
the organisation.
iv. To examine the key indicators used in measuring online marketing communication performance.
v. To examine the trending online marketing tools employed by organisation to reach more targeted audience and accomplish
more result.

To achieve the above result the researcher first embark on extensive literature review that provided insight and guide the
researcher in deriving the questionnaire used in collecting the data. All the questions in the instrument were all gotten from the
literatures reviewed as have been discussed earlier. As noted earlier, the sample size was 74 making up 74 questionnaires that was
distributed to respondents. Of the 74 questionnaire distributed, only 71 of them were correctly filled and retrieved by the researcher
and use for the analysis representing 95.6 percent response rate. With regards to the acceptable response rate in management research
work, existing literature differs in their opinion and suggestion. For example, Babbie (173 in Richardson, 2005) observed that 50
percent is ideal for social science posted survey. However, the researcher didn’t send the questionnaire by mail nor through e-mail,
because the researcher is aware it often comes with low response rate. Richardson (2005), quoting the Australian VC committee and
graduate career council (CGCC), noted that, “an overall institutional response rate for Questionnaire of at least 70% to be both
desirable and achievable…..”. Richardson therefore concluded that 60 percent response rate is great for any management studies.

Given the above argument, the response rate of 95.6 percent is considered great for analysis by the researcher. The tools
employed in discussing the findings of the empirical work as noted earlier is descriptive statistics, frequencies and percentage
distribution.

II. RESPONDENTS DEMOGRAPHIC INFORMATION.

This sub-section discusses the demographic information of the respondents to provide insight and better understanding of the
background information of the respondents.

Frequency Percent Cumulative Percent

Female 26 36.6 36.6

Male 45 63.4 100.0
Total 71 100.0
Table 3:- Respondent Gender distribution

From table 3 above, it is clear that out of the 71 marketing experts that participated in the survey exercise, 26 of them
representing 36.6 percent of the total respondents were female while the remaining respondents were male representing 63.4 percent
of the total respondents. It is uncommon for male employees to dominate marketing department, as female are often found in the
marketing department, However, following the findings of Lundgren (2004), the 3 marketing executives interviewed during the
research are all male and in our scenario, the three organisations used; Coca-Cola, Uber Nigeria and ABC paint marketing
leader/executive are all male, the findings might not be too surprising. Earlier research from Benjamin (2017) observed that men still
dominate the labour force in the ratio of 61 percent to 39 percent in favor of men, though the ratio is lower in western countries like
USA, and UK. Forbes 1000 CEOs survey revealed that only 6 percent of women occupy the CEO position and the rest are occupied
by male CEOs (Benjamin, 2017; Catalyst, 2017).

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Frequency Percent Cumulative Percent
Married 42 59.2 59.2
Single 29 40.8 100.0
Total 71 100.0
Table 4:- Respondent Marital Status

From table 4 above, 42 marketing officers representing 59.2 percent are married while 29 (40.8 percent) are single. Literature is
scanty on the differences in single and married individuals in employment. However, the fact that in Nigeria and other developing
countries, majority of the population are young married couple play significant role while the married individuals dominate the labour
force in the country.

Table 5 below illustrate the respondents’ age distribution. Age 30-39 dominates the survey, which is made up of 40 respondents
representing 56.3 percent of the total respondents. The fact that, age 30-39 years dominate the research respondents corroborate the
earlier findings on respondent’s marital status. A typical Nigerian youth get married between 23-32 years for female and 28-35 years
for male. It was equally gathered from the survey that 7(9.9 percent) of the respondents were age were below 30 years, 19(26.8
percent) of the respondents were age 40-49 years of age, 5(7 percent) of the respondents were age 50-59. None of the respondents
were age above 6o years. It is therefore revealed that the survey is dominated by young or mid-age marketers.

Valid Frequency Percent Valid Percent Cumulative Percent

Under 30 years 7 9.9 9.9 9.9

30-39 years 40 56.3 56.3 66.2
40-49 years 19 26.8 26.8 93.0
50-59 years 5 7.0 7.0 100.0
Total 71 100.0 100.0
Table 5:- Respondent Age distribution Age

Literature surveyed see age as a passive factor in employment in sales and marketing department within organisation. So there
was no much investigation regarding the extent age influence employment in marketing/sales department. For example, Kaufman
(2014) observedthat organisationare free to employ anyone regardless of age bracket to ensure a good talent is not missed out and
should consider integrity and ability rather than age.

Frequency Percent Cumulative Percent

Below 10 years 22 31.0 31.0

10-20 years 34 47.9 78.9
20 years and above 15 21.1 100.0

Total 71 100.0

Table 6:- Respondent Years of Experience distribution

From the result presented in table 6 above, 22 respondents representing 31 percent of the respondents have below 10 years of
experience in the marketing skill. 34 respondents representing 47.9 percent of the respondents have 10-20 years of experience. While
15(21 percent) of the respondents have above 20 years of experience in the field of marketing.

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The implication is that the respondents have rich information regarding the marketing techniques employed by the organisation
in achieving its marketing objectives. Earlier researchers have explained that marketing experience play significant role in the
effectiveness of integrated marketing communication. Caemmerer (2009) noted that, “repetition breed competence”, which means the
more experience one has the better he/she is skilled in implementing effective marketing strategy.

Educational Qualification
Valid Frequency Percent Valid Percent Cumulative Percent
OND/NCE 1 1.4 1.4 1.4
Professional
2 2.8 2.8 2.8
certificate
BSC/HND 42 59.2 59.2 59.2
MSC/MBA 26 36.6 36.6 36.6
100.0
Total 71 100.0 100.0
Table 7:- Respondent Educational Qualification distribution

From the result in table 7 above, only one respondentshave OND/NCE certificate, 2 of the respondents have professional
certificate as the highest qualifications. In Nigeria, professional certificate is gotten by individuals with low qualification to aid their
ability to climb into ladder of management. It was equally revealed that 42 respondents (59.2 percent) that constitute majority of the
respondents have Bachelor of Science (BSc) as their highest certificate. 26 (36.6 percent) of the respondents have either MSc or MBA
as their highest certificate during the survey. None of the respondents have a PhD.
The fact that 36.6 percent of the respondents already have MBA in marketing or MSc in marketing entails that the respondents
have sufficient knowledge about online marketing and its role in effective integrated marketing communication. Literature reviewed is
silent on the extent educational qualification influence marketing activities.
III. ONLINE MARKETING AND ORGANISATION MARKETING STRATEGY

This section discusses the findings aimed at achieving the first research objectives. The extent online marketing serve in
achieving organisation marketing strategy. Table 8 present the summary statistics of the research findings. As discussed earlier, the
researcher set the benchmark mean for each of the items at 3.0. This entails that any item whose mean value is greater than 3.0 is
regarded effective in achieving organisation marketing strategy and objectives.

Items Mean Std. Skewness

Deviation
Mean Statistic Statistic Statisti Std. Error
c
Minimizes cost of advertisement 4.18 .593 -.490 .285

It reaches more target audience. 3.86 .930 -.807 .285

It facilitates automation in marketing 4.11 .708 -.413 .285
Get fasters consumer feedback 4.18 .639 -.515 .285
It is easier to measure its impact 4.04 .853 -.936 .285
Provides long time exposure 4.11 .622 -.077 .285
Increase in brand awareness 4.25 .731 -.888 .285

Ability to stay connected with customer 4.17 .793 -.668 .285

in real time
Flexible and diversified marketing 4.41 .623 -.919 .285
strategy
Increases in organisation sales 4.34 .631 -.761 .285
Table 8:- Respondents summary statistics

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From table 8, all the items/variables proved effective in achieving the organisation marketing objectives. For instance, all the
item means are all above 3.0 benchmark which means they online marketing facilitates low cost of advertising, reaches more target
audience, facilitates marketing automation through technology, provides platform for faster consumer feedback through comments and
e-mail, it is easier to measure its impacts (page visitors, number of share, comments among others). Others include the fact that it
provide long time exposure to the targeted audience as long as the webpage exist online unlike the print media, provide marketing
department with flexible and diversified option among others. Skewness revealed that all the items were negatively skewed, low
standard error entails the distribution are normal, this can be further seen when we divide the Skewness value by the corresponding
error value, it will revealed that only item 6 (it provides long time exposure) that is normally distributed given that all others value is
greater than 1.96 in absolute value.
Specifically, the result in appendix III revealed that 66.2 percent and 26.8 percent (93%) of the respondents agree and strongly
agrees that online marketing minimizes cost of advertising. 49.3 percent and 23.9 percent (73.2%) of the respondents agrees and
strongly agree that online marketing facilitates organisation marketing effort to reach more targeted audience. Similarly, 38 (53.5%)
and 21(29.6%) of the respondents agrees and strongly agrees that online facilitates automation in marketing activities using artificial
intelligence technologies. 60.6 percent and 29.6 percent equally agree and strongly agree that online marketing provides faster
feedback compared to offline marketing activities. 47.9 percent and 31 percent of the respondents also agree and strongly agrees that
online marketing provide platform for immediate measurement of the marketing activities on the objectives of the marketing activities
online.
Two more important factor examined also is the ability of organisation to communicate and interact with customers as the
promotional activities are ongoing which the findings revealed that 43.7 percent and 38 percent of the respondents agrees and strongly
agrees with the assertion. Lastly, 49.3 percent and 46.5 percent of the respondents agrees and strongly agrees that online marketing
provides organisation with so much power of flexibility and different promotional tools to reach their target audience.
Several authors have found similar findings previously on the extent online marketing facilitates the achievement of organisation
marketing strategy. For instance, Devi & Konti (2011) noted that the need to get faster feedback, stay connected with customers in real
time, reach more target audience and realize more sales bring the issue of online marketing to fore front. Jennifer (2001) observed in
her study that online marketing help organisation to achieve its marketing objectives faster by reaching more audience at a time,
respond to customer needs faster, concludes sales faster and understand consumer behaviour faster.
IV. INTEGRATED MARKETING COMMUNICATION ROLES IN ORGANISATION MARKETING STRATEGY
This section discusses the findings aimed at achieving the second research objectives. The extent integrated marketing
communication serve in achieving organisation marketing strategy. Table 9 present the summary statistics of the research findings. As
discussed earlier, the researcher set the benchmark mean for each of the items at 3.0.As can be seen from table 9 below, all the items
proved effective in the choice of implementing integrated marketing communication in organisation marketing strategy. This is
revealed by the fact that the mean values of all the variables such as IMC provides opportunity to blend varieties of marketing tools,
align marketing activities to organisation goals, provides organisation with more marketing ability, increase organisation competitive
advantage via more customer satisfaction and brand loyalty, reaching more wider audience among others are greater than the
benchmark mean value of 3.0.
Role of IMC in organisation marketing strategy Mean Std. Deviation Skewness
Statistic Statistic Statistic Std. Error
Opportunity to blend variety of marketing tools 4.34 .970 -1.409 .285
Ability to align marketing communication to organisation
goals 4.20 .749 -.972 .285
Provides organisation with greater marketing ability 4.44 .823 -1.608 .285
Marketing activities are tied closely to customer satisfaction
4.24 .870 -.894 .285
Increase organisation competitive advantage 4.58 .552 -.841 .285
It increase market effectiveness 4.17 .756 -.702 .285
Reach wider audience through different medium 4.52 .503 -.086 .285
Provide consistent and uniform message across marketing
channels. 4.31 .600 -.240 .285

Table 9:- Respondent Response Summary

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Similarly, all the variables/items were all negatively skewed to the left and normally distributed judging by the fact that dividing
the Skewness values by its corresponding error will give values greater than the 1.96 normal distribution tabulated value at 5 percent
in absolute term. Looking at the various items specifically revealed that as much 25.4 percent and 59.2 percent of the respondents
agrees and strongly agrees that IMC help organisation to blend variety of marketing tools to achieve a better result. It was equally
revealed that 53.5 and 35.2 percent of the respondents agrees and strongly agrees that IMC facilitates the alignment of organisation
marketing objectives to the overall organisation objectives. 31 percent and 59.2 percent of the population equally revealed that
integrated marketing communication provides organisation with more marketing ability by utilizing the various promotional tools
simultaneously in a consistent message.

The findings further revealed that 32.4 percent and 47.9 percent of the respondents agrees and strongly agrees that IMC
facilitates and enable organisation to easily meet more customer satisfaction since their needs are addressed in real time and there is
automation of the supply chain. 36.6 and 60.6 percent of the respondents also support the view that integrated marketing help
organisation to achieve more competitive advantage. The remaining findings are revealed in appendix III. The research upheld the
view of previous researchers who have viewed IMC as an important strategy aimed at improving the organisation marketing strategy
(Belch & Belch, 2004; Markova, Prajova, & Salgovicova, 2011; Ekhlassi, Maghsoodi, & Mehrmanesh, 2012). Belch & Belch (2004)
argued that the advantages of integrated marketing communication is that it provides the organisation with opportunity to blend
various marketing tools, ability to align marketing communication to organizational goals, give organisation more flexible marketing
ability and increase market effectiveness. Pawar (2014) went a step forward to argue that IMC help organisation to reach wider
audience, provide consistent and uniform message, and blend various marketing tools, among others.

V. EFFECTIVENESS OF ONLINE MARKETING IN IMC

This section will discuss the extent online marketing is effective in integrated marketing communication. Having understand the
role of online marketing on organisation marketing strategy, the role of IMC on organisation marketing strategy, it is therefore
important to discuss the extent online marketing influence the effectiveness of integrated marketing communication drawing inference
from the data gathered from the field survey. As noted earlier, the researcher set the benchmark mean for each of the items at 3.0.

Mean Std. Deviation Skewness

Statistic Statistic Statistic Std. Error

Reaches global audience faster 4.42 .525 .015 .285

Improves customer services 4.52 .606 -.875 .285
It facilitates automation IMC activities 4.451 .6500 -1.097 .285
Saves time, money and energy 4.27 .736 -.472 .285
Generate faster and multiple consumer
4.35 .739 -.673 .285
feedback
Tools of competitive advantage 4.24 .746 -.423 .285
Easier to manage and integrate 4.31 .709 -.529 .285
Generate direct revenue online 3.99 .746 -.189 .285
Effective sales promotion measure 4.14 .457 .562 .285

Real time tracking of IMC performance 4.30 .663 -.411 .285

Table 10: Respondent Response Summary

The data in table 10 above revealed that all the items/variables mean value are greater than the benchmark mean of 3.0. This
implies that the respondent agrees that online marketing facilitates the effectiveness of integrated marketing by making marketing
effort directed towards consumers reaches global audience faster, provide opportunity for real time tracking of IMC activities,
facilitates IMC activities to generate more sales and revenue, generate faster and multiple consumer feedback. Others includes it saves

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time and other valuable resources in marketing activities, improves customer services, create more and better relationship with the
supply chain, and provide easy management and integration of the various marketing activities.

A specific investigation of the responses from the survey revealed among others that, 54.9 percent and 43.7 percent of the
respondents agrees and strongly agrees that online marketing increase effectiveness of IMC approach by providing platform to reach
global and targeted audience. Similarly, 36.6 percent and 57.7 percent of the respondents agrees and strong agrees that IMC online
improves customer satisfaction. As much as 39.4 percent of the respondents and 43.7 percent agrees and strongly agrees that
integrating marketing activities online improves its effectiveness by saving the organisation time, energy and other valuable resources
more than implementing it offline.

As high as 33.8 percent and 50.7 percent of the respondents equally agrees and strongly agrees that integrating all the marketing
communication efforts online generates faster, reliable customer/consumer feedback that can be tracked and measured in real time. It
is noteworthy also, that 40.8 percent and 45.1 percent of the respondents agrees and strongly agrees that it is easier to manage and
integrate an effective integrated marketing communication online compared to offline option. And lastly, 47.9 percent and 40.8
percent of the respondents agrees and strongly agrees that online or the internet provides opportunity to measure the performance of
the integrated marketing communication plan in real time.

The findings of this research work has been collaborated by different scholars in the past (Belch & Belch, 2004; Ekhlassi,
Maghsoodi, & Mehrmanesh, 2012; Pawar, 2014; Rahul, 2016). For instance, Rahul (2016) share the view that integrating marketing
communication online has several unique advantages among which includes the ability to reach wider audience, ability to measure
theperformance of the IMC in real time, ability of the organisation marketing department to be flexible and diversify, ability to
generate direct revenue online among others.

VI. MEASURING THE EFFECTIVENESS AND PERFORMANCE OF ONLINE MARKETING

In this section, the researcher will discuss the extent online marketing effort can be effectively measured drawing inference from
the findings of the field survey. The summary statistics from the field survey regarding the extent online marketing activities can be
measured is presented in table 11 below. As noted earlier, the researcher set the benchmark mean for each of the items at 3.0.

Measuring Effectiveness of Online marketing Mean Std. Deviation Skewness

Statistic Statistic Statistic Std. Error

Number of unique visitors on targeted web page 4.21 .809 -.908 .285

The number of repeated visit 4.37 .741 -1.362 .285

The behaviour of the visitors on the site 4.42 .690 -.788 .285
Level of interaction on the web page 3.86 .816 -.220 .285

Sales and income generated 3.62 .781 -.134 .285

Improvement on organisation profitability 3.87 .695 -.349 .285
Achievement of the set objectives 4.07 .946 -.873 .285
The number of page viewed per visit 3.65 .896 -.583 .285

Table 11:- Summary response of the Effectiveness of Online marketing

From the result presented in table 11 above, on the extent online marketing activities impact can be measured. The findings
revealed that the leading means of measuring the impact of online marketing activities or promotional activities includes behaviour of
visitors on the website, number of unique visitors (this is different from the number of total visitors to the website), the number of
repeated visit, and achievement of the set objectives given that their mean values is greater than the benchmark mean value of 3.0.
Similarly, other measures identified includes level of interaction on web page, growth in sales income generated based on the
promotional activities, improvement in organisation profitability index, number of pages visited per visit (bounce rate).

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The fact that the standard deviation is below 1 means that data is normally distributed while the Skewness values revealed that
all the items are negatively skewed to the left. The implication of the result is that marketing officer can easily track the performance
of their promotional activities using one or combination of the above discussed measures. Following the argument of Pawar (2014) the
extent the above factors can be used to measure the effectiveness of online marketing depends also on the objectives the marketing
activities want to achieve in the first place. As noted earlier, Robinson, Wysocka, & Hand (2007) argued that there are two majr means
of measuring online promotional activities, the first been the behaviour of the online or website visitors; whether they are doing what
the organisation expect them to do (the aim of the promotional activies). It is easy for the organisation to determine the success of the
promotion by looking at the behaviour of the site visitors.

It is possible that a marketing activities is aimed at ensuring customer engage in viral marketing thereby increasing brand
awareness. It there are several unique visitors on the web page, and several repeated visit without interacting with the content of the
promotion by sharing the page in their social media handles, sharing their view about the product or services. In such case, the
organisation major aim of generating viral contents that will increase their brand awareness across various social media handles and
online platform is defeated despite the surge in the number of uniques visitors and repeated visits achieved. Our findings found similar
things with the work of (Robinson, Wysocka, & Hand, 2007) that noted that organisation sales and income genrated after the
marketing activities is a good measure of the effectiveness of the online marketing activities. This was a similar view shared by Pawar
(2014) in her empirical research work, when the author opined that the effectiveness of a promotion should be measured by the sales
and organisation profitability and a combination of other measure like time spent on the website, the average number of pages visited,
and the bounce rate.

VII. TRENDING ONLINE MARKETING TOOLS EMPLOYED

This section present data and discusses data from the field survey on the trending online marketing tools employed by
organisation to aid their marketing effort online. As always, respondents mean value greater than 3.0 is regarded as significant. That
is, such promotional tools is regarded as among the most effective tools employed by organisation in their marketing activities online.

Trending Online Marketing tools Mean Std. Deviation Skewness

Statistic Statistic Statistic Std. Error
E-mail marketing 4.31 .466 .840 .285
Video marketing/video content marketing 4.37 .514 .240 .285
Artificial intelligence/ chartbot 4.04 .546 .031 .285
Promo code/coupon 3.58 1.023 -.215 .285
Sampling/trial version 3.87 .985 -.940 .285
Influencer marketing 3.97 .810 -.280 .285
Social media marketing 3.87 .827 -.849 .285
Search engine marketing 3.61 .853 -.127 .285
Sponsorship marketing 3.73 .894 -.180 .285
Big data management 4.18 .593 -.068 .285
Mobile app marketing 4.04 .546 .031 .285

Table 12: Summary statistics of the Trending Online marketing tools

From the result obtained from the field survey as seen in table 12 above, it is clear that e-mail marketing dominates the trending
online marketing tools employed online to reach more target audience at a low cost. From the field survey as revealed in Appendix III,
all the respondents agree that e-mail marketing is a trending online marketing tools used by the organisation. Specifically, 69 percent
of the respondents agrees while 31 percent strongly agrees that e-mail marketing is a trending marketing tools employed by
organisation to reach more targeted audience. Preeti (2018) noted that e-mail marketing has become an effective tool of marketing in
the hands of e-commerce website. Pawar (2014) also noted that e-mail is no longer used as means of communicating to customers but

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as a marketing tools that can be used to recommend products and services of the organisation to the customers based on their previous
experience.

Another trending marketing tools based on the survey is video marketing with a mean value of 4.37. 60.6 percent and 38 percent
of the respondent’s samples either agrees and strongly agrees that video marketing is a strong tools employed by organisation
currently to reach out to more customers, engage more customers and get feedback from customer faster than other tools. This might
not be surprising going by the statistics from Forbes (2017) and Nidhi (2018). For instance, Forbes (2017) claimed that video
consumption is projected to claim 80 percent of the internet traffic in 2021 while Nidhi (2018) projected that video consumption will
claim 70 percent of total online traffic in 2019. This might not be surprising as Alexa rank Google YouTube as the second most
popular website online after Google search engine.

Artificial intelligence and chartbot has been identified also as among the tools affecting integrated marketing activities online.
About 70.4 and 16.9 percent of the respondent agrees and strongly agrees that artificial intelligence is a trending marketing tools
employed online. With artificial intelligence and chartbotorganisation are able to interact with their customers in real time 24 hours
thereby maintain improved personal relation, converting more sales among others. Nidhi (2018) noted that by 2020, it is pressumed
that 85 percent of organisation interacting with its customers will be carried online through artificial intelligence. The implication is
that organisation will be spending less in their arketing activities through the application of technology in their marketing activities.

Another trending online marketing platform or tools is social media marketing and mobile app marketing. For intance, about
54.9 and 19.7 percent of the respondents agrees that social media advertising is a trending marketing tools employed by organisation
to reach more targeted audience. Similarly, about 70.4 and 16 percent of the respondent agrees and strognly agrees that mobile app
advertising is a trending medium of reaching the targeted audience with maximum impact. In fact, Unber Nigeria and Coca-Cola
Nigeria both multinational firms utilizes both medium very well in their advertising effort. In Nigeria, Uber Nigeria quick dominance
in within-city transportation industry in popular cities like Lagos and Abuja is largely influnced by the marketing strategy in social
media and mobile app. Coca-Cola though, has not engage so much in mobile app advertising like Uber Nigeria have always engages
in social media advertising in facebook, instagram and twitter.

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CHAPTER SIX
SUMMARY, CONCLUSION AND POLICY IMPLICATION OF THE STUDY

I. SUMMARY OF FINDINGS

This research work aimed at examining the effectiveness of online marketing on integrated marketing communication effort of
organisation. The study was carried in Lagos Mainland of Nigeria where three organizations; Coca-Cola Nigeria, Uber Nigeria, and
ABC paint were all used as case study for the research exercise. The choice of the three organisation were based on several criteria as
discussed in chapter four of the thesis including the organisations marketing strategies. The research was guided by five specific
objectives that was derived from the study research questions and the findings from the objectives are summarized in figure 3 below.

Specifically, it was discovered from the empirical findings that online marketing/the internet plays significant role is realizing
the organization marketing strategy in the form of increasing the brand awareness as the organisation products and services are
exposed to more targeted global audience for a very long period of time. As long as the web page still exist and remains relevant, the
organisation products and services are being displayed to the general public. The advantages of the internet on the organisation
marketing strategy is the fact that it cost less to carry promotional activities on the internet than offline in several platforms. Unlike
offline promotions, there are several marketing done online that are free like e-mail marketing, viral marketing where organisation
customers or content readers shared the company products and services across different social media platform and more traffic and
sales are generated as the page travel everywhere on the internet. Also, online marketing impacts is easier to measure compared to
offline marketing impact and online also facilitates automation of online marketing activities through artificial intelligence or other
technology that track customer information as they surf through the organisation website in real time.

Fig 3:- Summary of Research Findings (Source: Authors Schematization)

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It was also discovered that integrated marketing communication is a marketing strategy employed by the organisation to provide
a consistent and uniform marketing message to the target audience in different platform and ensure that organization marketing
strategy is equally aligned with the overall company strategy and objectives. It was equally discovered that integrated marketing
communication allows the organization to easily blend various marketing tools to reach the targeted audience and provide maximum
impacts while speaking a consistent message all along. Customer satisfaction are easily met with integrated marketing communication
strategy as different customers are reached from different platform meeting their needs to know more about the organisations, needs to
know more about the usage of the products, effectiveness of the services among others.

One of the advantages of using online for marketing is that it facilitates easy measurement of the impact of marketing activities.
From the survey, it was discovered that among the leading medium of measuring the impact of online marketing is the achievement of
the targeted objectives. For instance, if the marketing is aimed at increasing customer interaction in the web page and end up getting
lots of traffic without any interaction on the web page then the aim of the marketing is defeated. Other measure of effectiveness of
online marketing as identified includes the number of webpage a visitors opened on a visit, the activities of the web visitors, the
repeated visit, and the number of unique visitors. The number of unique visitors is important metrics as it provides the organisation
insight as to whether new visitors makes up the traffic or existing customers.

Another important component of the study is the findings of the trending marketing tools employed online to reach more
targeted customer, accomplish more task and saves the organisation an enormous resource. On the list of the trending online
marketing tools is video content marketing. This is arguably the most important and trending tools used for advertising on the internet
as it provides customers and prospective customers short and enticing description of the organisation products, usage, and benefits of
the products. Most organisation have started converting brief description of their products in text content earlier to video content as
more and more internet surfer is more interested in watching videos than reading texts. Organisation who are able to package their
products and services in short video clips can be guaranteed of getting lots of converts instantly. Similarly, artificial intelligence (ai)
and chartbot is another trending marketing tools employed by the organisation to achieve more, stay focused and maintain strong
customer relationship. With artificial intelligence, there is no limit to the number of information an organisation can gather regarding
the buying behaviour of the consumer, their likes and dislikes thereby helping the organisation to focus its marketing effort where it is
needed most. With chartbot, the organisation can effectively interact with its customers 24/7 and easily guide its customers to different
products and services it offers and answer any question that the customers need more clarification.

E-mail marketing is another trending marketing tools free out there that many organisations are yet to tap it potential benefits. E-
mail marketing has been effectively utilized by several e-commerce websites like Amazon to markets its products via recommendation
to its customers. In fact, this is one of the greatest competitive edge Amazon have over other e-commerce website. Amazon with its ai
technology is able to collect several data on customers demographic, geographic, and behavior and utilizes this information in
recommending products and services to its customers through e-mail. Customers unlike other organisation are not seen Amazon e-
mails as irritating because it actually meets their needs. Till this moment most organisation are still not properly utilizing e-mail
marketing. With video clips in the e-mail, it is assumed it will increase the click through of the content by at least 200-300 percent
(Brian, 2018).

Social media advertisement is another trending online marketing tools employed extensively by most Nigeria organisation. In
Nigeria, facebook, Instagram, Twitter are the leading social network where most advertiser turn to for advertising their products and
services and the impacts have been very encouraging based on interaction with organisation that have engaged in social media
advertising. Search engine advertising is recently been utilized by most organization including Uber Nigeria and ABC paint to reach
more target audience. The unique thing about search engine advertising that individual searching for such service is in needs of such
service thereby increasing conversion rate from advertising. Mobile app advertising is not left out. In fact, Uber Nigeria, and Coca-
Cola has a popular video clip advertising seen in google mobile app and has increase the company brand awareness across different
ages and demographic characteristics. One unique thing about mobile app advertising is that whatever lifestyle an individual have as
long as he/she uses an app that have adverts on it, such individuals can be reached once a company advertises using mobile app.

Lastly, the research overall objectives was to determine the effectiveness of online marketing in integrated marketing
communication famework. The interest here is to understand the extent online has provided better platform to achieve integrated
marketing strategy. From the survey result, it was revealed that online marketing in IMC framework improves customer satisfaction as
the customers needs are reached via different platform with immidiate feedback from both sides. With online, integrated marketing
effort that aim at providing a large audience with a uniform and cosistent message can be achieved instanteneoulsy. An organisation
can emback on a campaign with same message across board and with online, the message can flies across the globe to different region
and location instantaneouly. With automation technologies online, organisation can ensure that there message in different marketing
platform are the same and this will increase the level of trust consumer have on the organisation over time, thereby increasing brand
loyalty and more sales.

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Online is also very necessary in integrated marketing communication strategy as it provides the organisation with ability to
easily manage the different marketing platform and integrate all the various component with automated technology online. This is one
major breakthrough online as it help organisation mitigate customers demands and at the same time focused on providing unique value
to customers.

II. CONCLUSION

The business environment is changing so is the tools employed by organisation to achieve competitive advantages over time.
The quest to gain competitive advantages has prompted the needs to integrate the different marketing communication components of
the organisation. Integrated marketing communication therefore provides the organisation the ability to speak with a consistent voice
and reach more targeted audience at the same time. Similarly, the fact that greater number of world population now spend more of
their time online in a day and more and more people are having access to the internet raises another concern that the corporate leaders
must address. The question of – to what extent can online marketing be effective in organisation integrated marketing communication
strategy?

From literature review and empirical findings, it was clear that the internet plays a significant role in the achievement of the goal
of integrated marketing communication. With the internet, the performance of an integrated marketing communication strategy/ plan
can easily be measured in real time. It provides the organisation with enormous flexibility and ability to manage its marketing
activities without any additional cost or serous obstruction. With the help of the internet organisation maintain strong personal
relationship with majority of its stakeholders including its suppliers and employees. The organisation supply chain has improved
drastically through the internet by enabling effective and sharing of information across different bodies. Therefore, organisation who
are able to integrate their marketing communication plan online will remain highly competitive in their industry as they will be able to
reach more customer of all age faster than they would have employing the various marketing tools explained in the research work.

III. POLICY IMPLICATION AND RECOMMENDATIONS

Based the findings of the research, the researcher provides the following recommendations:
 Organisation needs to craft a clear, consistent, competitive, credible and reliable message that cut across the different marketing
activities of the organisation. Just advertising or marketing organisation products and services are not enough, every organisation
does it. But the message should be consistent, unique, enticing and credible enough, this is what will lead to brand loyalty.
 Organisation needs to incorporate their integrated marketing communication strategy online and just like offline as more customers
are spending their time online. A mixture of both online and offline in the IMC strategy will achieve more result.
 Organisation will therefore need to employ various artificial intelligence technology to gather as much information as they can
about their customer needs, behaviors and demographic information to determine what marketing strategy and medium will appeal
most to the most important customer and channel more of the marketing effort towards such direction.
 There is need for organisation to have a clear objective, targeted audience and performance assessment criteria in place before
embarking on any integrated marketing communication strategy either online or offline. This is important as it facilitates easy
measurement of the performance of the marketing activities of the organisation.
 The organisation should invest more in artificial intelligence technologies to understand the behaviour and needs of their
customers. This will help the organisation to employ low cost marketing tools like e-mail marketing, public relation content in
reaching more customers and prospective customers.
 It is important to note that organisation needs to determine whether consumer sales promotion is better or retail sales promotion
when utilizing this very promotional tool. In some cases, retail sales promotion achieves more result than the consumer sales
promotion especially when the products or service involved are closely related.

IV. IMPLICATION FOR FURTHER STUDY

Given the scope and resources available for the research work, there are areas the study could not cover and therefore provides
needs for further study in those areas. First, the study covers only Lagos Mainland, Nigeria with only three organisation. Future study
can cover the whole of Lagos and increase the number of organisation to gain more divergent of opinion. Secondly, future research
can distinguish findings from pure manufacturing, agriculture and service industry. This way, we could see whether online
effectiveness on IMC strategy differs across industry.

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REFERENCES

[1]. Belch, G. E., & Belch, M. A. (2004). Advertising and Promotion – An Integrated Marketing Communications Perspective. 6th
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[3]. Brian, M. (2018, 06 30). online marketing. Retrieved from Grin: https://www.grin.co/blog/online-marketing-trends
[4]. Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Journal of Marketing
Intelligence & Planning, 27(4), 526-529.
[5]. Catalyst. (2017, February 23). Historical List of Women CEOs of the Fortune Lists: 1972-2017. Retrieved from Catalyst:
http://www.catalyst.org/knowledge/statistical-overview-women-workforce
[6]. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). . New York: SAGE
Publications, Inc.
[7]. Demers. (2017, 12 28). 7 online marketing trend that will shape 2018. Retrieved from forbes:
https://www.forbes.com/sites/jaysondemers/2017/12/28/7-online-marketing-trends-that-will-dominate-2018/#31a0293b2c19
[8]. Devi, P., & Konti, V. V. (2011). The Banned Surrogate Marketing as brand new Brand Extension Advertising. International
Journal of Research in Commerce and Management (e-Journal), 2(4), 1-8.
[9]. Edosomwan, S., Kouame, D., Prakasan, S. K., Seymour, T., & Watson, J. (2011). The History of Social Media and its Impact on
Business. The Journal of Applied Management and Entrepreneurship, 16(3), 1-10.
[10]. Ekhlassi, A., Maghsoodi, V., & Mehrmanesh, S. (2012). Determining the Integrated Marketing Communication Tools for
Different Stages of Customer Relationship in Digital Era. International Journal of Information and Electronics Engineering,
5(2), 761-764.
[11]. Fang, H., & Mykytyn, P. (2007). Decision Factors for the Adoption of an Online Payment System by Customers. International
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[13]. Goldfarb, A. (2011). Online Display Advertising: Targeting and Obstructiveness. International Journal of Marketing, 30(3),
380-388.
[14]. Helen, A. (2018, 06 27). the steps in developing an integrated marketing communication plan. Retrieved from Chron:
https://smallbusiness.chron.com/steps-developing-integrated-marketing-communication-plan-56305.html
[15]. Hughes, G., & Fill, C. (2006). The official CIM coursebook – Marketing communication 2006-2008. England : Oxford.
[16]. Ichoku, H. E. (2015). Research methodology: A modern approach. Enugu: Emmlox publishing.
[17]. Jennifer. (2014, 02 26). 7 ways to create a successful integrated marketing campaign. Retrieved from CIO:
https://www.cio.com/article/2377257/marketing/online-marketing-7-ways-to-create-a-successful-integrated-marketing-
campaign.html
[18]. Jennifer, R. (2001). Remodeling marketing communications in an Internet environment,. Internet Research, Bradford, 11(3),
203-210.
[19]. Kliatchko. (2002). Understanding Integrated Marketing Communications. Pasig City, Philippines: Inkwell Publishing.
[20]. Kliatchko, J. (2005). Towards a new definition of Integrated Marketing Communications (IMC). International Journal of
Advertising, 24(1), 7-34.
[21]. Kotler & Keller. (2016). Marketing Managemnt, 15th global edition. London: Prentice Hil.
[22]. Kotler, P., & Armstrong, G. (2012). Principles of Marketing, 14th edition. Upper Saddle River, NJ: Pearson Prentice Hall.
[23]. Lundgren, J. A. (2004). the use of website in integrated communication, . Sweden: international business and economics
programme.
[24]. Markova, P., Prajova, V., & Salgovicova, J. (2011). the internet and integrated marketing communications. Annals of DAAAM
for 2011 & Proceedings of the 22nd International DAAAM Symposium,.22, pp. 271-272. Vienna, Austria.: DAAAM
International.
[25]. Milton, L., & Westphal, J. (2005). Identity confirmation networks and cooperation in work groups. Academy of Management
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[26]. Nidhi, D. (2018). 11 digital marketing trends you can no longer ingnore in 2018. Retrieved from Single grain:
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[27]. Orasmäe, A. (2017). Integrated Marketing Communication. Dessertation submitted to Helsinki Metropolia University of Applied
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[28]. Ovijidus, J. (2018). SWOT analysis of Alphabet (Google) (16 Key Factors in 2018). Retrieved from strategic management
insight: https://www.strategicmanagementinsight.com/swot-analyses/google-swot-analysis.html

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[29]. Pawar, A. V. (2014). study of the effectiveness of online marketing on integrated marketing communication. Navi Mumbai:
Dessertation submitted to D.Y. Patil University.
[30]. Percy, L. (2008). Strategic Integrated Marketing Communication: theory and practice. Butterworth: Oxford.
[31]. Picton, D., & Broderick, A. (2005). Integrated Marketing Communications, Second Edition. Edinburgh Gate, England:
PearsonEducation Limited.
[32]. Pole, C. J., & Lampard, R. (2002). Practical social investigation: Qualitative and Quantitative Methods in Social Research.
Harlow: Prentice Hall.
[33]. Preeti, V. (2018). The effectiveness of e-marketing on integrated marketing communication. Journal of Modern Management &
Entrepreneurship, 8(2), 58-60.
[34]. Rahul, J. J. (2016). study of the effectiveness of online marketing on integrated marketing communication. Mumbai: dessertation
submitted to university of Mumbai.
[35]. Rettie, R., Grandcolas, U., & McNiel, C. (2004). Post impressions: Internet advertising without Click-Through. Kingston:
Kingston Business School,.
[36]. Robinson, H., Wysocka, A., & Hand, C. (2007). Internet advertising effectiveness. International Journal of Advertising, 527-
541.
[37]. Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students (5th ed.). New York: Pearson
Education Limited.
[38]. Schultz, D., & Schulz, H. (2004). The New Generation. London: McGraw-Hill.
[39]. Short, K. (2012). Email Marketing – Remains Top Channel For Turning Leads Into clients. . Retrieved from Proquest:
http://search.proquest.com.ezproxy.centria.fi/docview/1019841758/fulltextPDF/CA83585FB4BC45C 8PQ/16?accountid=10007
[40]. Strauss, J., & Raymong, F. (1999). principle of online marketing . New Jersey: Prentice Hall.
[41]. Weinstein, L. (2008). Technology adoption and performance in the sales force. Proquest Dissertation and Thesis (online).
Retrieved from Proquest: http://search.proquest.com/docview/304642054?accountid=10612

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APPENDIX I: REQUEST TO CONDUCT RESEARCH

REQUEST FOR PERMISSION TO CONDUCT RESEARCH

My name is Sunil Kumar Dharmappa, I am currently running a Doctorate program in Marketing at the Atlantic International
University Hawaii Honolulu - USA. As part of the requirement for the award of the degree, I am expected to carry out an original
research work aimed at solving a problem in my field of study. My proposed topic is “Study on the Effectiveness of Online Marketing
on Integrated Marketing Communication”. The study aimed at understanding the extent online marketing facilitates the achievement
of integrated marketing communication strategy of the organisation. The specific objectives include:
 To determine the extent online marketing can be effective in achieving organisation marketing strategy.
 To examine the extent integrated marketing communication can be effective in achieving organisation marketing strategy.
 To ascertain the effectiveness of online marketing in achieving effective and efficient integrated marketing communication in the
organisation.
 To examine the extent online marketing communication performance can be measured.
 To examine the trending online marketing tools employed by organisation to reach more targeted audience and accomplish more
result.

I hereby use this medium to solicit for your consent to distribute questionnaire to employees in the marketing and sales
department of your organisation for the purpose of completing my research work. I hereby attach the ethical approval form obtain
from my university as a proof of abiding by all ethical data based on the information provided in this survey. I will greatly appreciate
your permission to carry out this study in your organisation. Kindly contact me with the below details should there be need for that.

E-mail: [email protected],
Phone: +234(070)-8475-8997
Yours faithfully,

………………..
Sunil Kumar Dharmappa.

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APPENDIX II: QUESTIONNAIRE

STUDY ON THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION

Dear Valued Respondent,

My name is Sunil Kumar Dharmappa I am currently conducting a research study aimed at understanding the extent online
marketing facilitates the achievement of integrated marketing communication objectives. This is being done as a partial fulfilment of
requirements for the Degree of Doctor in Marketing at the Atlantic International University Hawaii Honolulu - USA. The following
questionnaire will require approximately 5-8 minutes of your time. There is no compensation for responding nor is there any known
risk. In order to ensure that all information will remain confidential, please do not include your name.

If you decide to take part in this survey exercise, provide answer to all questions as honestly as possible and return the completed
questionnaires immediately. Understand that participation is strictly voluntary, and you may decline to participate at any point.

Thank you for taking the time to assist in the research endeavors. If you would like a summary copy of this study, please send
me a request through my e-mail [email protected] you require additional information or have questions, please contact
me immediately via 07084758997.

Thank you.

In this section, the researcher would like to find out a little more about you.
Kindly, tick the appropriate block as it applies to you.
A1 Gender Male ☐ Female ☐
A2 Status Single ☐ Married ☐
Under 30 years 30-39 years☐ 40-49 50-59 years ☐ 60 years and
A3 Age
☐ years ☐ over ☐
A4 Years of Below 10 years ☐ 10-20 years ☐ Above 20 years ☐
Marketing &
Management
experience

Highest Level of Education

First Learning certificate/ SSCE 1☐

OND/NCE 2☐

Certificate (professional courses) 3☐

A6

Degree (BSc/HND/B.Ed.) 4☐

Masters (MSc/ MBA) 5☐

Doctorate (PhD) 6☐

SECTION 1:- ADEMOGRAPHIC INFORMATION

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The following are some of the ways online marketing can assist organisation marketing strategy. For each question, indicate by
clicking/coloring the box (☐), the option that best represent your situation/opinion.

Neither Disagree or Agree

Online Marketing Role

Strongly disagree

Strongly Agree
Disagree

Agree
B1 Minimizes cost of advertisement 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

B2 It reaches more target audience. 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B3 It facilitates automation in marketing 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B4 Get fasters consumer feedback 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B5 It is easier to measure its impact 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B6 Provides long time exposure 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B7 Increase in brand awarenesss 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B8 Ability to stay connected with 1 2 3 4 5

customer in real time ☐ ☐ ☐ ☐ ☐

B9 Flexible and diversified marketing 1 2 3 4 5

strategy ☐ ☐ ☐ ☐ ☐

B10 Increases in organisation sales 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

SECTION 2:- Effectiveness of Online Marketing in Organisation Marketing Strategy

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The following are some of the ways IMC can improve Organisation marketing strategy.
For each question, indicate by clicking/coloring the box (☐), the option that best represent your situation/opinion

Roles of IMC on Organisation Marketing Strategy

Neither Disagree or Agree

Strongly disagree

Strongly Agree
Disagree

Agree
C1 Opportunity to blend variety of marketing 1 2 3 4 5
tools ☐ ☐ ☐ ☐ ☐

C2 Ability to align marketing communication to 1 2 3 4 5

organisation goals ☐ ☐ ☐ ☐ ☐

C3 Provides organisation with greater marketing 1 2 3 4 5

ability ☐ ☐ ☐ ☐ ☐

C4 Marketing activities are tied closely to 1 2 3 4 5

customer satisfaction ☐ ☐ ☐ ☐ ☐

C5 Increase organisation competitive advantage 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

C6 It increase market effectiveness 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

C7 Reach wider audience through different 1 2 3 4 5

medium ☐ ☐ ☐ ☐ ☐

C8 Provide consistent and uniform message 1 2 3 4 5

across marketing channels. ☐ ☐ ☐ ☐ ☐

SECTION 3:- Roles and Scope of Integrated Marketing Communication on Organisation Marketing Strategy

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The following are some of the prospects of integrated marketing communication Online.
For each question, indicate by clicking/coloring the box (☐), the option that best represent your situation/opinion.

Prospects

Neither Disagree or
Strongly disagree

Strongly Agree
Disagree

Agree

Agree
Reaches global audience faster 1 2 3 4 5
D1 ☐ ☐ ☐ ☐ ☐

Improves customer services 1 2 3 4 5

D2 ☐ ☐ ☐ ☐ ☐

It facilitates automation IMC activities 1 2 3 4 5

D3 ☐ ☐ ☐ ☐ ☐

Saves time, money and energy 1 2 3 4 5

D4 ☐ ☐ ☐ ☐ ☐

Generate faster and multiple consumer 1 2 3 4 5

D5 feedback ☐ ☐ ☐ ☐ ☐

Tools of competitive adavantage 1 2 3 4 5

D6 ☐ ☐ ☐ ☐ ☐

Easier to manage and integrate 1 2 3 4 5

D7 ☐ ☐ ☐ ☐ ☐

Generate direct revenue online 1 2 3 4 5

D8 ☐ ☐ ☐ ☐ ☐

Effective sales promotion measure 1 2 3 4 5

D9 ☐ ☐ ☐ ☐ ☐

Real time tracking of IMC performance 1 2 3 4 5

D10 ☐ ☐ ☐ ☐ ☐

SECTION 4:- Effectiveness of Online on IMC.

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The following are ways online marketing impacts can be measured.

For each question, indicate by clicking/coloring the box (☐), the options that best represent your situation/opinion.

Measuring Online marketing Advert

Neither Disagree or
Strongly disagree

Strongly Agree
Disagree

Agree

Agree
E1 Number of unique visitors on targeted web 1 2 3 4 5
page ☐ ☐ ☐ ☐ ☐

E2 The number of repeated visit 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

E3 The behaviour of the visitors on the site 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

E4 Level of interaction on the web page 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

E5 Sales and income generated 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

E6 The number of page viewed per visit 1 2 3 4 5

☒ ☐ ☐ ☐ ☐

E7 Improvement on organisation profitability 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

E8 Achievement of the set objectives 1 2 3 4 5

☒ ☐ ☒ ☐ ☒

SECTION 5:- Measuring Performance of Online Marketing

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Neither Disagree
Online Marketing tools

Strongly Agree
Disagree

or Agree
Strongly
disagree

Agree
F1 E-mail marketing 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

F2 Video marketing/video content 1 2 3 4 5

marketing ☐ ☐ ☐ ☐ ☐

F3 Artificial intelligence/ chartbot 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

F4 Promo code/coupon 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

F5 Sampling/trial version 1 2 3 4 5
☐ ☐ ☐ ☐ ☐
F6 Influencer marketing 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

F7 Social media marketing 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

B8 Search engine marketing 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

F9 Sponsorship marketing 1 2 3 4 5
☐ ☐ ☐ ☐ ☐

F10 Big data management 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

F11 Mobile app marketing 1 2 3 4 5

☐ ☐ ☐ ☐ ☐

SECTION 6:- Trending Online Marketing tool Employed in IMC

Following are some of the trending online marketing tools used by organisation. For each question, indicate by clicking/coloring the
box (☐), the option that best represent your situation/opinion.

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APPENDIX III: RESULT FOR ANALYSIS

GET DATA /TYPE=XLSX

/FILE='C:\Users\Admin\Desktop\Online coded Data - Copy.xlsx'
/SHEET=name 'Demographic Information'
/CELLRANGE=full
/READNAMES=on
/ASSUMEDSTRWIDTH=32767.
EXECUTE.
DATASET NAME DataSet1 WINDOW=FRONT.
FREQUENCIES VARIABLES=Gender Status Age YearsofExperienceEducationalQualificaction
/ORDER=ANALYSIS.
[DataSet1]
Statistics
Years of Educational
Gender Status Age Experience Qualification
N Valid 71 71 71 71 71
Missing 0 0 0 0 0
Frequency Table

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Years of Experience

Cumulative

Frequency Percent Valid Percent Percent

Valid Below 10 years 22 31.0 31.0 31.0

10-20 years 34 47.9 47.9 78.9

20 years and above 15 21.1 21.1 100.0

Total 71 100.0 100.0

Educational Qualification

Cumulative

Frequency Percent Valid Percent Percent

Valid OND/NCE 1 1.4 1.4 1.4

Professional certificate 2 2.8 2.8 4.2

BSC/HND 42 59.2 59.2 63.4

MSC/MBA 26 36.6 36.6 100.0

Total 71 100.0 100.0

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DESCRIPTIVES VARIABLES=B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 /STATISTICS=MEAN STDDEV SKEWNESS.
Descriptive
[DataSet1]
Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
Minimizes Cost Of 71 4.18 .593 -.490 .285
Advertisement
It Reaches More Target 71 3.86 .930 -.807 .285
Audience.
It Facilitates Automation In 71 4.11 .708 -.413 .285
Marketing
Get Fasters Consumer 71 4.18 .639 -.515 .285
Feedback
It Is Easier To Measure Its 71 4.04 .853 -.936 .285
Impact
Provides Long Time 71 4.11 .622 -.077 .285
Exposure
Increase In Brand 71 4.25 .731 -.888 .285
Awarenesss
Ability To Stay Connected 71 4.17 .793 -.668 .285
With Customer In Real Time
Flexible And Diversified 71 4.41 .623 -.919 .285
Marketing Strategy
Increases In Organisation 71 4.34 .631 -.761 .285
Sales
Valid N (Listwise) 71

FREQUENCIES VARIABLES=B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 /BARCHART PERCENT /ORDER=ANALYSIS.

Frequencies
[DataSet1]
Statistics

Minimizes It reaches It facilitates Get fasters It is easier to

cost of more target automation in consumer measure its

advertisement audience. marketing feedback impact

N Valid 71 71 71 71 71

Missing 0 0 0 0 0

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Statistics

Ability to stay Flexible and

Increase in connected diversified Increases in
Provides long brand with customer marketing organisation
time exposure awarness in real time strategy sales
N Valid 71 71 71 71 71

Missing 0 0 0 0 0

Frequency Table

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60

Pe
rc 40
en

20

0
Disagree Neutral Agree Strongly Agree
Fig 1:- Minimizes cost of advertisement

.
50

40

Pe 30
rc
en
20

10

0
Strongly Disagree Disagree Neutral Agree Strongly Agree

Fig 2:- It reaches more target audience

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60

50

40
Pe
rc
en 30

20

10

0
Disagree Neutral Agree Strongly Agree
Fig 3:- It facilitates automation in marketing

60

Pe
rc 40
en
t

20

0
Disagree Neutral Agree Strongly Agree

Fig 4:- Get fasters consumer feedback

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50

40

Pe
30
rc
en
t 20

10

0
Strongly Disagree Disagree Neutral Agree Strongly Agree

Fig 5:- It is easier to measure its impact

60

Pe
rc 40

en

20

0
Neutral Agree Strongly Agree
Fig 6:- Provides long time exposure

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50

40

Pe 30
rc
en
20

10

0
Disagree Neutral Agree Strongly Agree

Fig 7:- Increase in brand awareness

50

40

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Disagree Neutral Agree Strongly Agree
Fig 8:- Ability to stay connected with customer in real time

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Pe 30
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Disagree Neutral Agree Strongly Agree
Fig 9:- Flexible and diversified marketing strategy

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Disagree Neutral Agree Strongly Agree

Fig 10:- Increases in organisation sales

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DESCRIPTIVES VARIABLES=B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 /STATISTICS=MEAN STDDEV SKEWNESS.

Descriptive
[DataSet1]
Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
Minimizes cost of 71 4.18 .593 -.490 .285
advertisement
It reaches more target 71 3.86 .930 -.807 .285
audience.
It facilitates automation in 71 4.11 .708 -.413 .285
marketing
Get fasters consumer 71 4.18 .639 -.515 .285
feedback
It is easier to measure its 71 4.04 .853 -.936 .285
impact
Provides long time 71 4.11 .622 -.077 .285
exposure
Increase in brand 71 4.25 .731 -.888 .285
awarenesss
Ability to stay connected 71 4.17 .793 -.668 .285
with customer in real time
Flexible and diversified 71 4.41 .623 -.919 .285
marketing strategy
Increases in organisation 71 4.34 .631 -.761 .285
sales
Valid N (listwise) 71
DESCRIPTIVES VARIABLES=C1 C2 C3 C4 C5 C6 C7 C8 /STATISTICS=MEAN
STDDEV SKEWNESS.

Descriptive
[DataSet1]
Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
C1 71 4.34 .970 -1.409 .285
C2 71 4.20 .749 -.972 .285
C3 71 4.44 .823 -1.608 .285
C4 71 4.24 .870 -.894 .285
C5 71 4.58 .552 -.841 .285
C6 71 4.17 .756 -.702 .285
C7 71 4.52 .503 -.086 .285
C8 71 4.31 .600 -.240 .285
Valid N (listwise) 71
FREQUENCIES VARIABLES=C1 C2 C3 C4 C5 C6 C7 C8 /BARCHART PERCENT /ORDER=ANALYSIS.

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Frequencies
[DataSet1]
Statistics
C1 C2 C3 C4 C5 C6 C7
N Valid 71 71 71 71 71 71 71
Missing 0 0 0 0 0 0 0

Statistics
C8
N Valid 71
Missing 0

Frequency Table
C1

Cumulative
Frequency Percent Valid Percent Percent

Valid Disagree 7 9.9 9.9 9.9

Neutral 4 5.6 5.6 15.5

Agree 18 25.4 25.4 40.8

Strongly Agree 42 59.2 59.2 100.0

Total 71 100.0 100.0

C2

Cumulative
Frequency Percent Valid Percent Percent

Valid Disagree 3 4.2 4.2 4.2

Neutral 5 7.0 7.0 11.3

Agree 38 53.5 53.5 64.8

Strongly Agree 25 35.2 35.2 100.0

Total 71 100.0 100.0

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C8

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 5 7.0 7.0 7.0
Agree 39 54.9 54.9 62.0
Strongly Agree 27 38.0 38.0 100.0
Total 71 100.0 100.0

Bar Chart
C1

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C1

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C2
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C3

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C4
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C5

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C6
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Disagree Neutral Agree Strongly Agree

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C7
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Agree Strongly Agree

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C8

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Per
ce
nt

30

20

10

Neutral Agree Strongly Agree

DESCRIPTIVES VARIABLES=D1 D2 D3 D4 D5 D6 D7 D8 D9 D10 /STATISTICS=MEAN STDDEV
SKEWNESS.
Descriptive
[DataSet1]

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Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
Reaches global audience 71 4.42 .525 .015 .285
faster
Improves customer 71 4.52 .606 -.875 .285
services
It facilitates automation 71 4.451 .6500 -1.097 .285
IMC activities
Saves time, money and 71 4.27 .736 -.472 .285
energy
Generate faster and 71 4.35 .739 -.673 .285
multiple consumer
feedback
Tools of competitive 71 4.24 .746 -.423 .285
adavantage
Easier to manage and 71 4.31 .709 -.529 .285
integrate
Generate direct revenue 71 3.99 .746 -.189 .285
online
Effective sales promotion 71 4.14 .457 .562 .285
measure
Real time tracking of IMC 71 4.30 .663 -.411 .285
performance
Valid N (listwise) 71
FREQUENCIES VARIABLES=D1 D2 D3 D4 D5 D6 D7 D9 D10 D8
/BARCHART PERCENT /ORDER=ANALYSIS.
Frequencies
[DataSet1]
Statistics
Generate
Reaches faster and
global Improves It facilitates Saves time, multiple
audience customer automation money and consumer
faster services IMC activities energy feedback
N Valid 71 71 71 71 71
Missing 0 0 0 0 0
Statistics

Real time
Tools of Easier to Effective sales tracking of Generate
competitive manage and promotion IMC direct revenue
advantage integrate measure performance online
N Valid 71 71 71 71 71
Missing 0 0 0 0 0

Frequency Table

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Generate direct revenue online

Cumulative
Frequency Percent Valid Percent Percent
Valid Disagree 1 1.4 1.4 1.4
Neutral 17 23.9 23.9 25.4
Agree 35 49.3 49.3 74.6
Strongly Agree 18 25.4 25.4 100.0
Total 71 100.0 100.0

Bar Chart

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Fig 11:- Reaches global audience faster

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Fig 12:- Improves customer services

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Fig 13:- IT facilitates automation IMC activities

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Fig 14:- Saves time, money and energy

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Neutral Agree Strongly Agree
Fig 15:- Generate faster and multiple consumer feedback

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Fig 16:- Tools of competitive advantage

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Fig 17:- Easier to manage and integrate

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Fig 18:- Effective sales promotion measure

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Fig 19:- Real time tracking of IMC performance

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Disagree Neutral Agree Strongly Agree
Fig 20 :- Generate direct revenue online

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Volume 3, Issue 11, November – 2018 International Journal of Innovative Science and Research Technology
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DESCRIPTIVES VARIABLES=E1 E2 E3 E4 E5 E7 E8 E6 /STATISTICS=MEAN STDDEV
SKEWNESS.
Descriptive
[DataSet1]
Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
Number of unique visitors 71 4.21 .809 -.908 .285
on targeted web page
The number of repeated 71 4.37 .741 -1.362 .285
visit
The behaviour of the 71 4.42 .690 -.788 .285
visitors on the site
Level of interaction on the 71 3.86 .816 -.220 .285
web page
Sales and income 71 3.62 .781 -.134 .285
generated
Improvement on 71 3.87 .695 -.349 .285
organisation profitability
Achievement of the set 71 4.07 .946 -.873 .285
objectives
The number of page 71 3.65 .896 -.583 .285
viewed per visit
Valid N (listwise) 71
DESCRIPTIVES VARIABLES=F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11 /STATISTICS=MEAN STDDEV SKEWNESS.
Descriptive
[DataSet1]
Descriptive Statistics
N Mean Std. Deviation Skewness
Statistic Statistic Statistic Statistic Std. Error
E-mail marketing 71 4.31 .466 .840 .285
Video marketing/video 71 4.37 .514 .240 .285
content marketing
Artificial intelligence/ 71 4.04 .546 .031 .285
chartbot
Promo code/coupon 71 3.58 1.023 -.215 .285
Sampling/trial version 71 3.87 .985 -.940 .285
Influencer marketing 71 3.97 .810 -.280 .285
Social media marketing 71 3.87 .827 -.849 .285
Search engine marketing 71 3.61 .853 -.127 .285
Sponsorship marketing 71 3.73 .894 -.180 .285
Big data management 71 4.18 .593 -.068 .285
Mobile app marketing 71 4.04 .546 .031 .285
Valid N (listwise) 71

FREQUENCIES VARIABLES=F1 F2 F3 F4 F5 F6 F7 F8 F9 F10 F11

/BARCHART PERCENT /ORDER=ANALYSIS.
Frequencies

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[DataSet1]
Statistics
Video
marketing/vid Artificial
E-mail eo content intelligence/ Promo Sampling/trial
marketing marketing chartbot code/coupon version
N Valid 71 71 71 71 71
Missing 0 0 0 0 0

Statistics

Influencer Social media Search engine Sponsorship Big data

marketing marketing marketing marketing management
N Valid 71 71 71 71 71
Missing 0 0 0 0 0

Statistics

Mobile app
marketing
N Valid 71
Missing 0

Frequency Table
E-mail marketing

Cumulative

Frequency Percent Valid Percent Percent

Valid Agree 49 69.0 69.0 69.0

Strongly Agree 22 31.0 31.0 100.0

Total 71 100.0 100.0

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Big data management

Frequency Percent Valid Percent

Valid Neutral 7 9.9 9.9 9.9
Agree 44 62.0 62.0 71.8
Strongly Agree 20 28.2 28.2 100.0
Total 71 100.0 100.0

Mobile app marketing

Cumulative
Frequency Percent Valid Percent Percent
Valid Neutral 9 12.7 12.7 12.7
Agree 50 70.4 70.4 83.1
Strongly Agree 12 16.9 16.9 100.0
Total 71 100.0 100.0

Bar Chart

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Agree Strongly Agree

Fig 21:- E-mail marketing

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Fig 22:- Video marketing/video content marketing

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Neutral Agree Strongly Agree
Fig 23:- Artificial intelligence/ chartbot

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Strongly Disagree Disagree Neutral Agree Strongly Agree
Fig 24:- Promo code/coupon

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Strongly Disagree Disagree Neutral Agree Strongly Agree
Fig 25:- Sampling/Trial version

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Fig 26:- Influencer Marketing

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Fig 27:- Social Media Marketing

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Fig 28:- Search Engine Marketing

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Fig 29:- Sponsorship Marketing

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Fig 30:- Big Data Management

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Fig 31:- Mobile App Marketing

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