Ppt-Mini Project

This document summarizes a study on the effectiveness of online marketing as part of an integrated marketing communication strategy. The objectives are to understand the importance of integrated marketing and online advertising. A SWOT analysis finds that online marketing is cost-effective but also carries risks of information leakage. Research was conducted through a survey to analyze how effective brand communication is through social media platforms like Facebook, Instagram, Twitter, YouTube. The findings suggest that video and interactive ads on platforms like Instagram and YouTube are most effective at impacting audiences. The conclusion is that social media is a major channel for brands to promote themselves and develop identity among targeted markets, especially young adults.

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Ppt-Mini Project

Uploaded by

Dharshini

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A STUDY ON THE EFFECTIVENESS OF ONLINE

MARKETING ON INTEGRATED MARKETING

COMMUNICATION
OBJECTIVES
 To understand the importance of Integrated marketing communication.
 To understand the importance of online advertising in changing market scenario.
 To understand the reasons for growing popularity of online marketing.
 To analyze the effectiveness of online marketing as compared to traditional marketing
tools.
 To identity the limitations of online marketing as IMC tool.
SWOT ANALYSIS
 STRENGTH: Cost effective
 WEAKNESS: Information leakage
 OPPORTUNITIES: Geographical marketing & communicate with the customers
 THREATS: Competitors & Spamming
ANALYSIS
 To analyze the effective communication strategy through social
networking sites.
 To study the effectiveness of brand communication through social
networking sites from its users.
 To find the impact of interaction through these communication among
Indian user with reference to Facebook, Instagram, Twitter, YouTube
and Others.
RESEARCH METHODOLOGY
 Descriptive research
 Non probability sampling technique
 Likert scaling technique
 Sampling size = 90
THE DETAILS OF THE QUESTIONNAIRE:
 Name
 Age
 Gender
 Designation
 What social media platform you use the most?
Instagram
Facebook
Twitter
YouTube and others
 How long do you spend on social media per day?
less than 1 hour
1-2 hours
2-3 hours
3-4 hours
5+ hours
 Are you aware about Social media marketing?
Yes
No
 In which social networking sites you find ads communicate well?
 What kinds of Brand communication attract you in Social media?
 Have you ever accessed these ads coming on your way?
 Did these kinds of ads made an impact over you?
FINDINGS & SUGGESTIONS

 As my project survey has found that nearly 70% of the audience has an
impact through ads in social networking sites and half of them access these
ads.
 Instagram and YouTube is the social media platform used by many
respondents. In Facebook, people do not show much interest.
 By using video ads and ads while playing games, quiz and updates these
types of brand communication impact more audience.
CONCLUSION
 Advertisers and brands use social networking sites as the major resources of their promotion
and developing brand identity among focused market.
 Social media platforms were mainly used by young adults. They spend more time in these
networking sites due to heavy commercial contents, entertainment and social gatherings.
 So, the marketers can use this and communicate their ads easily.