A Study to Evaluate Online Marketing - MBA Marketing

 A Study to Evaluate Online Marketing - MBA Marketing


Abstract 

Organizations use integrated marketing communication (IMC) to brand and coordinate their communications. To use IMC's full definition, go to the American Association of Advertising Agencies website. The primary goal of an IMC strategy is to provide consumers with a seamless experience across the entire marketing mix. Rather than working in isolation, each marketing communication channel works together to reinforce the brand's core image and messaging.

In the words of William Stanton, "IMC is an element of an organization's marketing mix that is used to inform, persuade, and remind the market regarding the organisation and/or its products."

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Introduction

For Koekemoer & Bird, 2004, integrated marketing communication refers to all of an advertiser's efforts to inform or remind two prospective customers about a particular product offering and to persuade them that they should buy or use the product. When it comes to marketing and advertising, IMC uses a variety of promotional tools and techniques to maximise profits. When it comes down to it, IMC is achieved through concise and consistent messaging that fosters familiarity and consumer affinity

For consumers, effective IMC messages and images provide value, and messaging and branding consistency - an IMC concept that's been proven - leads to customer satisfaction and loyalty.

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Conclusion

Customers, according to the findings of the study, use a variety of media to enhance their brand-related knowledge. To put it simply, they combine information from a variety of sources to arrive at a final purchase decision. While traditional marketing methods are still used, they also heavily rely on modern marketing tools, such as online advertising

Another finding of the study was that people are becoming more familiar with the internet as a result of the study. Social networking, online shopping, and media sharing are just a few of the many uses for the internet that they have discovered (photo, music, video). The effectiveness of the internet has increased their desire to be online.

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