"Effectiveness of Online Marketing Tools Halexo Software Industries" Mukesh Singha Miss .Kiran Bedi Bachelor of Business Administration

A
Project Report
On
“Effectiveness of online marketing tools
Halexo software industries”
Submitted by,
Mukesh singha
Submitted To,
Miss .kiran bedi
For
Bachelor Of Business Administration
Sri Dev Suman Uttrakhand University, Tehri Garhwal
`SESSION-2018-2019
Declaration
I am the undesigned, there by declared that the project report entitled
“Effectiveness of online marketing tools”
submitted by me to the university.
As the partial fulfilment of the requirement for the award of
degree of bachelor of business administration under
the guidance of
“Miss.kiran bedi” is my original work and the conclusion drawn their are based on
the material data collected myself
The report submitted is my own work and hence not from any other .
Source. I shall be responsible for any unpleasure moment/situation (If any).

Guide certificate
This is to certify that Mukesh singha is the bonafied
student of a bachelor of business administration have successfully completed
the project work as described by the university.
In the partial fulfilment of the bachelor of business administration of
the academic year 2018-2019.
The project work entitled as “Effectiveness of online marketing tools”.
Project Guide
Miss Kiran Bedi
Acknowledgement
A successful project is the result of team work and coordination tha
includes not only the group of developers who put for their logics
but also these who guide them.
So, at the composition of the project is fill obliged to extent
my gratitude towards although who made
valuable conclusions throughout my training period.
I am thankful for all the knowledge/guidance
and support imported by “Miss.kiran bedi” to me.
Who gave me invaluable knowledge in the period.
In addition is wish to convey deep sense
graduation towards “Miss. Sakshi” at any time, is needed,
at the end just as significantly,
i would like to express my sincere thanks to management department.
And all the other members who have provided me excellent knowledge
and guidance throughout my BBA degree.
1.
I
n
tr
o
Table of Contents
d
u
ct
i
o
n
1.1. Background ........................................................................................................
...
..................... 1
... 1.1.1. Development of the Internet and E-
... 1.1.2. commerce .......................................
Online
... ............................ 1
Marke
... 1.1.3. Online
ting ...
... 1.1.4. Custo
Effectiveness ......................................................................................................
..........
... mers ..
.............. 3
1.2. Problem ..........
... ..........
Discussi..........
... 1.3. Research..........
..........
on ........
Problem........ ..........
...
2. Findings ..............................................................................................................
..........
.............
..........
... .....................
........... 6 ..........
2.1. .............
E-Commerc
.......... e and
.....................
... ..........
.............
B2C ....................
..........
.....................
... 2.2. Online
..........
.............
.............................
..........
... .....................
2.3. Marke
Objective
.......... of the
.............
.............................
..........
.....................
... ting
study ... .....
2.3.1. ..........
.............
.............................
Search Engine
... ......... 4 ..........
..........
.........................
.......
.............
... 6 Marketing 1
..........
.......... .....
... 2.3.2. Online
Vira l
.........................
.............
.......................
....... 2
... 2.3.3...........
Online PR .....
Mark
.........................
.. 3 Online
.......................
... ..........
....................
Custo eting7
partne
.......................
2.3.4.mer.... Interactive
...................
..........
... rship..
.......................
Ads
... 2.3.5. ..........
Opt
.........in.........
..........
.......... e-
. 7
.................
... 2.3.6...........mail..........
.................
.........
... ...........................
..........
...............
.........
..........
2.4. .................
..........
..........
...............
.........
... ..........
.................
..........
...............
..........
.........
... 2.5. Effectiveness
.......... in
.................
..........
..........
...............
.........
... communication
3. Research Conceptual ..........
...........................
.... 6 ..........
...............
.........
.........................
... classification............
..........
..........
10
..........
...............
..........
.........................
... ..................................
..........
..........
...............
...................
.........................
... ..................................
..........
... ................. ......
............. 108 12
.........
...................
..........
13
... ...................
....... 9
... ... 11 .. 11 i
.
4. Data
Pres
4.1. Online Communication Experience ......................................................................................14-15
enta
tion
.......
.......
.......
5. Data .......
.......
Ana
5.1. Cross Case
.......
lysis
5.2........ Analysis
Within-Case ..
..................
Analysis .....
.......
5.2.1...................
Search Engine
....... ....................
Marketing .....
5.2.2...................
Online
....... ....................
.......................
..................
PR .....
....... ....................
5.2.3. Online Pa
.......................
..................
..........
....... ....................
rtnership
.......................
5.2.4...................
Online
..........
....... ....................
................
.....16-17 ......................
Ads....
..........
6. Conclusion,
....... 18 Further Implications
................ .................................................................................................... 20
18
..........
..........
.......
6.1. Conclusion ................
..............................................................................................................
..........
..........
....... ................
............... 20..........
6.2. Further ..........
....... ................
Implic ..........
..........
References
....
....... ...............................................................................................................
................
ations . ..........
..........
........................23-24
Appendix 14
....... ..........
A 19-
........... ..........
..........
.......
Questionnaire..................
........... ..........
..........
.......
.........................................
........... ..........
..........
.......
.........................................
........... ..........
.... 18
.......
............... 25
........... ..........
.......
........... ..........
Graphic ...
...........Arepresentation.... 19 of
16
questionarie……………
...........
…………………………
...........
……………………26-
...........
3421-22
ii
1. Introduction
The present research paper is looking into effectiveness of online
marketing communication
attracting visitor toolswebsite.
to the B2C on In this section, a background on
internet, e-commerce,
marketing online is provided in order to give the reader an
and online customers
introduction.
1.1. Background
1.1.1. Development of the Internet and E-commerce

According to Internet World
, total Stats
number1 of internet users reached to approximately 2 billion,
which equals 28.7% penetration rate of world population. Today, the
internet has daily
part of our bec ome an important
routines. We use internet to make shopping, to socialize,
to access information,
entertainment for purposes.
or many other
These developments have also brought changes in the way of doing business
and led to commerce.
electronic the founda tion of (2006) defines e-commerce as “both
Chaffey
financial and mediated
electronically informational
transactions between an organization and any third
party itofdeals
nature with”.transactions,
business By the e-commerce is classified into business-to-
business (B2B),
consumer (B2C),business-to-
consumer-to-consumer (C2C), consumer -to-business
(C2B),
commerce and(Dou
intra-organizational
and Chou, 2002) e- B2C, the focus of our research, is
defined by Chaffey
“commercial (2006)
transactions as, an organization and consumers”.
between
E-commerce took the attention of companies and in the past years many
companies
and ma de were
investments
presentononline
e-commerce. In the same time, advanc ements
in information technologies
communication and also enabled customers to use internet wherever
and whenever
commerce easily
theygot
want.
accepted
E- by users because of latest developments on
internet and internet
devices such as mobileenabled
phone, computers, and tablet computers. Oppenheim
(2006)reasons
main states tha
fortthe
onegrowth
of the of B2C e-commerce is increasing number of
are otherusers.
internet effects
Andthat shouldn
also there t be underestimated such as e-commerce
made it easy
convenient to shop
to find moreand
informa tion about products.
All of these fa ctors led to growth on e-commerce transactions in recent

years and it is
development willforeseen
continuethaint the
the next year. According to research done , US retail e-2
by eMarketer
commerce sales reached to $144.1 billion in 2009, and with an increase of
14,8% it
billion in has
2010reached
and it istobeen
165.4predicted to reach $188,1 billion in 2011 and
$209.3 billion in 2012.
1.1.2. Online Marketing
Besides,
companies
internet
There
marketing, being
ishas
noto a new
digital
become
common
promote platform
marketing,
as powerful
term asfor buying
their tobusinesses.
online
describe
traditional and
marketing
marketing
Because selling,
communication
and internet
ofthrough
e-marketing, has
its characteristics
online
channels,
are also
medium
such
used
andas
12become
high anumbers
the different
TV,
and
by terms
maga new
zine,
such aintermediary
researchers
asndof users, for
hypermedia
radio. 1
(Dholakia, 2005). The term “online marketing” will be used in our
research. Elley
described onlineand Tilley (2009)
marketing as online communication activity which can be
in different
include formsonline
different and can tec hniques, such as Search Engine Marketing,
partnership,ema
online advertising, social media, These online marketing techniques have
il marketing.
become
tools forvital
the communication
marketing department
companyofto apromote its websites, services and products in the
online environment. Ab Ha mid (2008) states that, internet offers many
opportunities
can be a useful for companies
platform for a ndtheir
it marketing activities, such as to spread
information,retain
customers, attractexisting
new ones and even to improve relationship with
existing customers
customer relationshipbymanagement.
online
Today, most of the compa nies adopted internet as a part of their

marketing strategies.
communications
According
in their
to Adegoke (2004 cited in Jensen, 2008)
“online marketinghas grown to be an important part of a company s
communications
promotional
motivated by mix”.
ShankarThis
andview
Batrais(2009)
also and they state that companies are
using online
marketing medium as a channel
communication new and marketing through internet is growing
rapidly.
1.1.3. Online Customers
The Inter net is no longer a novelty in the minds of today s population as
it is theconnection.
internet availabilityInoffact,
having
the Internet and digital informa tion have taken
over
from many aspects of our
communication lives
to information consumption, to new wa ys of doing
business.
vocabularyItandhas gave
reinvented our
new meanings to words in cyberspace, for example
surfing, visitors,
(Nicholas and Dhits or navigate
obrowolski, 2000). These changes in meaning ca n be
discovered
„user ; it canasmean
wella surfer
in the orwor d
a visitor.
Now, in the 21 t h century, borders represented by gender, occupation and education in using or
navigating
the Internet a nd other digital mediums have been sponged away by habit,
supported
tec by changes
hnologies. in system
So surfing the Internet, texting a mobile message or reading an
online
to andma gazine
even usedisbyavailable
elderly, children or unemployed and technologies
have and
time become
interactive
more tomobile,
supportreal-
those behaviors (Nicholas et al., 2003).
By now, it is a common knowledge that consumers of all ages shop online, but
as Silver
Seock andman (20002008)
Norton cited inpoint out, college students aged between 18 and 22
are the
can be „hottest
the mainmarketcustomers
and to generate revenue and growth for online
sales. products
latest They area nd interested in the are ver y easily accepting a nd adopting new
developments,
trends.
this ageThe common
group is thattraitalthough
of college students are avid information
seekers though
conversion rate tothe internet,
online buyers theis very low, only 4,9 % from general online
visitors (Kerner,
online buy also the
2005 products
cited in Seoc k and Norton, 2008). With short
attention spans andcommunication
choices, marketing high number has of to be more efficient.
„one
Internet
membersof World
the
of the
most
Stats
agedeveloped
shows
group that,
ofInternet
15
in to
2010,
24
and
year
92,5%
broadband
oldof are
Sweden
using
markets
s the
population
in
Internet
the EUwa
on,saa
34so
using
daily
155 called
minutes
the
basisInternet,
„online
with
online
anmaking
nation
average
per day it 4of
, but it is only
biggest
theage
3 rd group that is actually shopping online. .72%
All23
of Swedish ma les aged 16 to 24 have purchased online in 2010, whereas
82% of
have the 25-34
purchased female
in the users5 .
last year
The trends in connectivity and being online also differ with age group.
According
15 to Internetstatistik.se,
to 24 year olds are more involved in communication through social
media (66%),
Twitter, such asrather
and YouTube Facebook,
than communication through e-mail
. This
(44%)
emphasizes
6 even more the
need of new insight into social commerce as Shop.org named it .
1.1.4. Effectiveness
“ New technologies ha ve changed the ways customers and companies
relate to one
challenged theanother and process
traditional „has of transactions and the way
communications between (Ozuem
companies a re managed” c onsumerset al.,and
2008). When evaluating these new
technologies,
consider it is important
the advantages and to
disadvantages of traditional and new channels as
well as translating
effectiveness, fromthem into s point of view (Danaher and Rossiter, 2011).
a manager
Companies
whole are not
potential of using
onlinethe
marketing tools although they perceive them as
effective (Teo, 2005).
However, measuring marketing effectiveness poses numerous challenges due to
the “multitude
metrics of possible
for assessing effectiveness” (Gray, 2006 cited in Martin, 2011).
Chaffey (2009)
effectiveness translates
as “doing the right thing a nd from a practical point of view
and
„producing
outcomes”.
the requir
K ierzkowski
ed outputs(1996) expr esses five wanted outcomes
from
attractacustomers,
marketer sengage
point customers,
of view retain customers, learn a bout customers
and relate to customers.
It is critical for companies to know; how do they a ttract customers to
their paying
into website,customers
engage them and toalsoturn
retain them to keep returning to your
“website. Chaffey (2009) techniques
Online communications states used to achieve goals of brand awa reness,
familiarity and favorability
and to influence purchase intent by enc ouraging users of digital media to
visitbrand
the a weborsite to engage
product with
and ultimately to purchase online or offline through
traditional
as by phonemedia cha nnels such
or in-store”.
As Teo (2005) has established in his research, effectiveness does not have
into
to translate
r evenue,necessarily
but it can be
onlymeasur ed in building customer relationships,
traffic on theoutcome
or another company s website
that satisfies ma nagement. Our research will refer to
the same
from five points
Kierzkowski et outcome
al., (1996) and will explore the different ways
customers rea ch companies via
internet.
The problem arises into how to blend new social media and other new
technologies
online into strategy
marketing an effective
in order to obtain the wanted conversion from
online visitors
customers. Whattocomes
onlineafter building a Facebook company account,
twittering
and optimizing
Today,
new about
business
companies your
the website?
new promotion
environment.
r ealized the
Šceulovs
potential
and Gaile-Sarkane
of e-commerce(2010)
and most
state ofthat,
them“E-
1.2. started
already
commerce
56 Problem
ha s to
nowDiscussion
get
become
into this 3
a key component of many companies in the daily running of their businesses”.
Thus, the online
component of a marketing
company s marketing strategy has grown in importance;
Baker (2007) ofstates
short period time,that, “In a
e-marketing has become a facet of marketing that
cannot be ignored”.
developments New technologies enables new ways of marketing,
on internet
communication,
customer opinionsgathering
a nd experiences about products, services and firms, a nd
also allows
to-one marketing
personalized
(Li and Bernoff,
one- 2008 cited in Mangold, 2009).
It has been a lready mentioned by the earlier researchers that internet is a

new and important
companies channel
to promote for
and strengthen their businesses. Andrews, et al. (2007
cited in
point outAb.
thatHamid, 2008)
“for firms the increased importance of Internet channels can
be seen in its information,
disseminating contribution enhancing
to consumer value, improving consumer
satisfaction,
retention as well
loyalty
a s consumer
a nd perception which in turn leads to better
profitability
share” . All ofandthe
expanded market
above mentioned abilities of internet are making it a
must for the
implement newcompanies to
online marketing plan for their marketing strategies.
Baker (2007) notes that, “marketers need to carefully assess the significanc e of
e-marketing
it, and assimilate
as appropriate, into all aspects of marketing from strategy and
planning tosetting,
objectives marketing
buyerresearch,
behavior, marketing communica tions and the
marketing
we beca memix”.
interested
For these
in effectiveness
reasons of online marketing communication.
1.3. Research Problem

Given that the Internet has not only changed the way companies do
business,
behavior tobutshop
as well
or toconsumer
look fors information, the matter of effectiveness
of online tools need
marketing arises. Online
to be identified well by the companies and marketers
should
of theirvalidate the economics
promotional activities against their effectiveness (Kierzkowski et al.,
1996).
Starting from an existing study on online marketing (Kierzkowski et al.,
1996), online
consists of fivemarketing
processes: effort
Attract, Engage, Retain, Learn, Relate and in
our
focusstudy,
on theweattracting
have chosen
side toof the online marketing efforts which lead to
bringing new
websites. Chaffey
customers
(2009) states
to theto attract customers and bring them to the
companies
different website
online there are six tools.
communication
While searching for relevant cases, researches and articles we ha ve

discovered
internet as that companiescommunication
a marketing are using channel but that brings another
challenge communications
marketing to them. Online is a broad term and consist of ma ny tools as
mentioned
Engine Ma earlier
rketing,such a s Search
online PR and Viral Marketing. And there might be
comparatively
each tool and somedifference
of thembetween
maybe more effective in some situation while
others not.
search for Thus,
earlierwe startedand
studies to we noticed that this has not been studied
ma
perspective.
understanding
The rketing
How
purposeeffective
communication
Therefore,
ofto this
the
are research
online
effectiveness
befor e especially from the userwe tools
think
marketing
isthat
to
that
of
sassess
why
communication
online
further
wethehave
marketing
research
effectiveness
developed
tools
needs
communications
inthe
in
attracting
to following
attracting
be done toin
company
research
ordercustomers
attract
customers
tonew
problem:
sprovide
B2C
bycustomers
using
website.
better
online
to 4
In order to study this problem we will try to describe the online
marketing
users pointcommunications
of view. And from thewe will focus on the comparison of
finally,
each online marketing
communication tools.
1. How online marketing communications can be described?

2. How online marketing communication tools can be described as a way of online
communication.
marketing
The limitation of this study is to focus only on the attracting effort of online
marketing
why strategies.
the main focus Tha t s research will be on the marketing
of this
communication
customers efforts stoB2C
to company bringwebsite
new . And, online marketing
communication
six tools listed tools will be(2009):
by Chaffey limitedSearch
to theEngine Marketing, Online PR,
Online
Ads, Partnerships,
Opt Interactive
in e-mail and Viral Marketing.
Our research revolves around the internet as a communication channel

from compa
potential nies to From
customers. visitorsa and
compa ny s point of view, the internet is
used as marketing
companies expect to channel and form their e-efforts, but there is little
get return
research
point of that
view.takes the customer
Starting s
from Danaher a nd Rossiter (2011), who have
formulated
and compare attributes
different that describe channel, this research tries to describe
communication
the internet
from marketing
a customer point tools
of view.
5
2.Findings
This section of findings are based on my internship and training which I have
.done on dehradun and what knowledge I get from it is the above based
findings
2.1. E-Commerce and B2C
e-commerce defined as “all electronically mediated non-financial
transactions and financial transactions between an organization and any third
party it deals with”.
Internet enabled users to pay lower transaction costs and it provided an easy wa
y of access
and details;onand
information
internet provides more alternatives and more competitive
prices about
services ratherthe
thanproducts or environment (Chun and Kim, 2005). Huang
tra ditional
(2010)
has changed
expresses
the that,
wayinternet
of business and created new marketplace where
companies
together andand customers
create come
communication with each other more efficiently.
Similar states
(2006) to thisthat
view, Pries enabled
internet et al., easy access to a global marketplace
where information
prices and distribution of are
products,
equal for all.
2.2. Online Marketing

Development of internet led to new changes in businesses and created a
new, interactiveplatform
communication and sociaforlcompanies to interact with customers. Shih and Hu
(2008)
is states that,
an important Internet
channel for companies a nd it must be used wisely by marketing
departmentsand
customers to attract
reta in new
the existing ones. Nowadays, companies started to use
the onlineway
effective medium as a new communication. Bush et al., (2000) supports
of marketing
this view bygrowth
astonishing statingof“The
the Internet coupled with its unique capabilities has
captured the
marketing attention of the
community”.
All these changes and developments brought up a new activity which is

marketing
Chaffey et through
al., (2009) internet.
states that “ E-marketing is focused on how a
company
and other and
digital
its brands
media usesuchtheas web
e-mail and mobile media to interact with its
audiences ingoals”
marketing order.toInmeet its to this view, Shih and Hu (2008) states
addition
that if from
return compa niese-commerce
their expects tocompanies
get and online efforts, they must
develop
well to their marketing
be able to reachactivities
new customers and to be able to keep current
ones by providing
customer service. good online
6
2.3. Objective of the study
t
be aware of that website because of wrong or inadequate online

marketing.
must Thatonline
start their s why marketing
c ompanies strategy by focusing on attracting visitors
to
firstthehand.
company s website
Similar to this inview Chaffey (2009) states: “before an
organization
through the c can acquire
ontent on itscustomers
site, it must, of course, develop marketing
communication
visitors strategies to attract
to the website”.
Online marketing communications defined by Chaffey (2009) as “Online

communications
to achieve goalstechniques
of brand used
awareness, familiarity and fa vourability and to
influence purchase
encouraging users ofintent
digitalby
media to visit a website to engage with the brand or
product
purchaseand ultimately
online to through tra ditional media channels such as by phone
or offline
or in-store”.
Marketing communications through the online medium started to take active
role in marketing
companies. activities
Shankar and Hofollinger (2007) state “the role of online
communications
marketing mix in the
is constantly evolving.”
There are different online marketing communication tools for compa nies to
adopt
the to promote
visits of theirand increase Chaffey (2009) lists those a cquisition tools,
websites.
which are
Online PR, Search
Online marketing,
partnership, Interactive Ads, Opt in e-mail and Viral Ma
rketing,
process ofunder
onlinethemarketing.
operational
Now, we will take a closer look to each
acquisition
Chaffey (Ibid).
tools which are listed by
2.3.1. Search Engine Marketing

According to Ho (2010), Search Engine Marketing aims to increase page
ranking
in the topofofa the
website
results
toand
be seen
by doing so attracting new users and increasing the
visits of the webpage.
Wu et al. (2005) expresses that searches are getting more important day by
day and come
visitors more thanfrom half
search of all
engines. For these reasons search engines play
vital intermediary
companies role between
that wants to be seen in the internet and their target users.
Gefen2010)
Dou, and Straub (2000, cited
state “Online in
information search is a ubiquitous and critically
important activity
commerce”. Skiera inet eal.- , (2010) states Search Engine Marketing is the
most
method popular
amongonline advertising
advertisers. Dou (2010) finds that search engines can be
useful
companies
According
most
in
There tool
thepopular
are
search for
to
two e-commerc
create brand
information
Gruhl
engine
different
(2005)
choice eonline
positioning
types
accessofof
tool isinthe
theSearch thein
information
users virtual
online
Engine market.
the searching
searching
western
Marketing;
countries
for
is an
online
Search
essential
when
buyers.
Engine
process
Google
compared
engines
Optimization
per Clickis
of
such
(PPC)
the
with
online
as
most
(SEO)
the
Bing,
buying
popular
other
aand
nd Pay
Yahoo!
popular
and the(Skiera et al., 2010). 7
In halexo
The teachings and the knowledge I got it is the objective on the basis
of that:-
C ompanies may have great content, dynamic and attractive design

on their website, but the customer may
2.3.1.1. Search Engine Optimization (SEO)
Search engine optimization is a technical background process to leverage the
visibility
of andamong
a website the positioning
the search results. Hernández et al., (2009) states that
“SEO
who aretoolactively
tries to capture
looking users
for informa tion about a product related to the
firm, which
potential converts
clients openly them into their needs”.
expressing
Highest ranking in search engines can attract more visitors to the website. The
ultimate
bring moregoalvisitors
of SEOtois your
to website by improving the search engine
ranking
great tool(Ledford, 2009).
to crea te brandSEO is a and increase the website visits.
awareness
Virtually,toSEO
business is atheir
promote mustwebsite
for ever
andythey must be successful at implementing
it (Odom, 2011).
2.3.1.2. Paid search Pay-per-click (PPC)
Pay-per-click enables companies to list their website in the first page of the
search results.
defined PPC asChaffey
“a compa(2009)
ny pays for text adverts to be displayed on the sea
arch enginekey
specific results pages
phrase when by the search users”.
is entered
Companies can decide for which keywords or phrases their advertisement

willcharged
be appearfor
and company
every will engine users make on the advertised links.
click search
2.3.2. Online PR
Online PR defined by Chaffey, (2006) as “maximizing favorable mentions
of your company,
products or web sitesbrands,
on third-party web sites which are likely to be visited by
your target audience”.
Ryan and Jones (2009) states that “online PR distils down to two key things:
raisingbusiness,
your the onlineproducts
profile and
of services by contributing positively to the
onlinereputation
your community; a nd managing
by monitoring, assessing, responding to and influencing online
conversations about you”.
2.3.2.1. Social media and online communities

“ Social media is defined as a group of Internet-based applications suc h as
blogs,
contentsocial networkingcollaborative
communities, sites, projects, virtual game worlds and social
worlds thatand
ideological build on the
technological foundations of Web 2.0, and that allow the
“„Social
together online
media
creation and
generated and
is (Kaplan
excha
content” the
exchange,
nge umbrella
of and discuss,
term for
userHaenlein, communicate
web-based software
2010). and participate
and services
in any
tha
formt allow
of social
usersinteraction”
to come 8
Facebook, Twitter, YouTube, Flickr are the most known examples of social
networks.
has Today,
more than 500Facebook
million active users 7 , and Twitter has more than 106 million
. These
users
networks
8 are
tools for companies to reach customers. Kaplan and Haenlein (2010) state
that “each usually
application Social Media
attracts a certain group of people a nd firms should be active
wherever
are their customers
present”.
2.3.2.2. Blogs, podcasting, and RSS

Scott (2010) states that many of the marketers and PR managers are using
blogs to access
what others saythe information
about their companies and large number of the people are using
blogs for in
purposes their marketing
their marketing strategies.
“Organizations use blogs to measure what s going on with their stakeholders

and to understand
corporate reputation,” Glenn Fannick (cited in Scott, 2010).
Ryan (2009) express that companies also tries to encourage and persuade the
blog writers
their brand and to write aboutand it is been seen that especially the high
products
profile traffic
online bloggers can
of the increase
website, the and helps to create an effective online
brand
profile.
2.3.3. Online partnership

Ryan (2009) states that online partnership r efers to a win-win agreement
between
the desiredtwooutcomes.
or more parties for to Chaffey (2009) online partnership is
According
an important
marketing mixpart of online
and can be mana ged through link building, affiliate marketing
and sponsorship.
2.3.3.1. Affiliate marketing
Chaffey (2009) defines affiliate marketing as “a commission based
arrangementreceive
(publishers) where areferring
commissionsites on sales or leads by merchants (r etailers
or other
Ak ura (2010),
transactional
“Affiliate
sites)”.
marketing programs help firms to increase their
reach a nd when
customers acquiretheother
firmsfirms”
a gree to refer their customers to the third
parties
affiliate Chaffey
marketing(2009)
is one states that tools of online partnership to create
of the useful
website traffic.
78 9
2.3.3.2. Sponsorship
Ryan and Whitema n (2000, cited in Chaffey and Smith, 2008) define online
sponsorship as: “related
of a brand with the linking
content or context for the purpose of crea ting bra nd
awareness
brand and
appeal in strengthening
a form that is clearly distinguishable from a banner, button or
other standardized ad unit” .
2.3.4. Interactive Ads

“ The Internet has become a proven medium for advertising and has
become
traditionala media
viable such
alternative to and billboards” Wang et al., (2002).
as television
Chaffey (2009) states that display ads help websites to build a traffic and
it is used to
awareness, create brand
fa miliarity, favourability and purchase intent. Interactive ads can
be in graphical,
media for ms such text,
asor ric h pop-up, pop-under ad, streaming media or text
banner,
ads.
There is a going on discussion whether Online Ads are effective or ineffective.
McCoy
that et al.,
recent (2007) states through internet described as nonsensical,
advertisements
uninformative,
ineffective, andforgetta ble,Wang et al., (2002) states that online a
intrusive.
dvertisements
oriented customers.more suited for the goal
2.3.5. Opt in e-mail

Merisavo and Raulas (2004) states “e-mail offers a promising tool to
enhance
ma rketersbrand loyalty
keep in touch as it their
with helpscustomers on a regular basis at low cost.”
Opt in e-mail is a permission based e-mail communication which is

widely usedDuFrene
marketers. among et e-commerc e states that “A wide variety of e
a l., (2005)
-commerce marketers
permission-based e-maareil communications
using to notify prospects of promotions
and services,
customers, incracquire
ease sanewles, and, most importantly, develop and nurture an
relationship
ongoing dialogue
with their
a nd customers”. According to Martin (2003) e-mail
marketing
cheaper thanis traditiona
popular because
l mail andit isit has faster response time from consumers.
companies can create awareness and “generally simplify customer s life” i.e.
websites may full of content and opportunities for the customers but they may
website
have not everyda
a time toyvisit
so companies
their ca n send permission based e-mails to inform
them about the
opportunities they
updates
ma y have.
and 10
2.3.6. Viral Marketing
Viral Marketing defined by Chaffey and Smith (2008) as a tool which “
harnessesand
Internet thecan
network effect of
be effective in the
reaching a large number of people rapidly in
the sacan
virus me way
affectasma
a computer
ny machines around the world”. Viral Marketing
communications
video can be
clip, song, link, in form
picture of aformats.
or text
Cruz and Fill (2008) expresses that Viral Marketing transferred the form
of Word of Mouth
communication to the online environment by enabling people to share news,
information
in the onlineor entertainment
network to another person. “With viral techniques, traffic is built
either through
(virtual using e-mail
word-of-mouth) or real-world word-of-mouth to spread the message
from one and
(Chaffey person to the
Smith, next”
2008).
e.
2.4. Online Customer

Starting with the term of „end-user which was pushed by scholars in the late
1970s to defin
that would e thebenefit
finally personsfrom the usage of information, the growing number
of users, in
millions, wethe
refer to tens
coming 20ofyears after that have given birth to the term
“consumers
economic powerwhichof recognizes their
purchase (Nicholas et al., 2003).
Nicholas and D obrowolski (2000) argue the over-usage of the term user in
reference to
introduce thethenew
Internet
termand
of „player to explain the interconnectivity
between
interactivea person and toda
information y s The term offers a new name for the infor
systems.
mation consumer
characterizes information
and seeking behavior as interactive, recreational,
socia l and
nuances competitive
depending with online engagement.
on individual
11
Huge choice in information and sources is causing:
d) Promiscuous users – short attention spans and short visits; Nicholas et al.,
(2003) refers
„bouncers . to users as
e) Promiscuous behavior; consumers visit a lot of sites online, but purchase from
just a few. all electronic media is two-dimensional and the infor mation
f) Untrusting;
g) Unpredictable;
provider can be for
everexample
yone. in e-commerce, new brands as EasyJet, Amaz
on and new
delivery wa ys
can give ofto world leaders in a very short time.
birth
All these c haracteristics are obvious in a digital players online behavior as

pointed out by(2000):
Dobrowolski Nicholas and
They don t like paying directly for information;

They do not stay long enough to notice all information, even less for
advertising;
Online consumers bounce from website to another due to short attention
spans, running
homepages they adogainst
not like or huge choice of websites;
Dependent on the search engine. More, they total delegate trust to the
search engine,
questioning hownot
and why search results are given.
Download and print data for later use;
They find surfing a leisure activity, as window-shopping offline;
They are more brand conscious, but less brand loyal.
This new generation of digital players or, more popular called, online
consumers
et precedes
al., (2008) what
calls, the Rowlands
„Google generation : those born after 1993 that have no
recollection
the web. They of lifepresent
before all of the above characteristics, plus total
dependency and trust skills
engine, no analytical in thefor
search
the information presented. They have a
poor understanding
information needs a nd of are
their
not mor e skilled then the previous generation in
handling
to them. the information given
Although untrusting and promiscuous(Nicholas et al., 2003), there is a

new social daily
connecting consumer that isor other mobile devices to do business and get
via internet
informed.
“ They expect information to be ava ilable to them on demand and at the
same
desiretime haveand
to share thesocialize
tools and thathe
t infor mation with those sa me trusted peers –
whether
them or they not”actually
( Ibid). knowN ic holas et al (Ibid) calls them transactional
consumers and
interaction thatengagement
involve much frommore
the company then just the ability to download
a few pages.
To sum up, today s online customers are provided, even bombarded, w
ith a lot oftoinformation
communication
communication
According
components: messages
aLasswell
issource and
that
seen asor(1948,
the has
citedchanged
initiator,
sender as ability
message, their
in Danaher
to a online
properly abehavior
channel
and Rossiter,
nticipate into
and a or
of transition
2011)
promiscuous
2.5.
that
media
or channel,
and aa and
Effectiveness
is all-powerful
transmit,
communicationthrough
message ademanding
in
receiver.
has 4his in
certain
that
main user receiver s needs. (Ibid)
communication
choice.
Effective
mirrors
media 12
4. Research Conceptual Classification
This chapter presents the research design and methodology planned to be
used in thisfor
alternatives study. Diverse
research approaches, designs and strategies are discussed, and
thethis
in specific
research
choices
proposal
madeare clarified.
There are three different types of research purposes: exploratory, explanatory

and descriptive.
is chosen Theon
depended purpose
the type of research questions and research interest.
“Descriptive study is designed to obtain data that describes the characteristics of the topic
the research” (Hair
of interest
et al., 2011).
in It is performed to describe situations and
events. Descriptive
aim to “portra y an researches
accurate profile of persons, events, or situation „and
there is an
previous extensiveofneed
knowledge of
the situation to be research or described” (Robson,
2002). D escriptive
used when purpose is
research problem is well structured. Similar to this, Arbnor a nd - Roach (2009)
Bjerke (2008) sta tes that “ The
problem of a descriptive study is to come up with as detailed a map as possible
of some fictive reality”.
Since, our thesis is more interested in finding out the effectiveness of the
than making
online accurate
marketing descriptions
tools rather we don t think descriptive study is
appropriate for our study.
Robson (2002) states that explanatory study “seeks an explanation of a
but
situation
not necessarily
or problem, in traditionally
the form of causal rela tionships”. Explanatory study is
more interested
relationship in expla
between ining through studying a situation or a problem
variables
(Saunders
and Bjerkeet(2008)
al., 2009).
statesArbnor
“The problem of the explanatory or hypothesis-
connections
testing studybetween
is to explain
causes andthe effects of some characteristics or events”.
Our study is more focused on attributes towards different marketing

finding
communication
and explaining
tools rather
causesthan
of them. That s why we think our study is not
suitable for our thesis.
Robson (2002) states exploratory studies aim “to find out what is happening;
to seek new
questions andinsights;
to assesstophenomena
ask in a new light”. Exploratory study is
valuable
what when tryingand
is happening to Saunders
find out et al., (2009) sta te “It is particularly
useful if you wish
understanding to clarify
of a problem, your
such as if you are unsure of the precise nature of
the
for problem”. “The problem
the explorative study is to come up with a more precise statement of
the problem,
brought forwardwhich can be
in further efforts of crea ting knowledge” (Arbnor and Bjer ke,
2008).
According to Kolb (2008) “companies should use exploratory research
whenfinding
with a research questionondeals
information consumer attitudes, opinions and beliefs”.
Hence
insight our
on study aims to of
effectiveness finddifferent
an marketing c ommunication tools by
asking
and
can
There weregarded
inductive
be question
aredecided
approach
two subasabout
on exploratory
attributes
explanatory,
and
categories
the second research
but
for category
we
researchinisapproaches.
believe our
that thesis.
deciding Regarding
the exploratory
between aspects
First qualitative
category
approach isorof
cquantitative
. onsumerbetween
describes
deciding beha
better vior,
approach.
this our wor or
deductive
research. k 13
19
E
4. Data Presentation
This chapter will present the data that we have collected. The data was
obtainedstudents
sixteen from interviews
in Sweden.with While making the data presentation, we believe it s
more appropriate
study to follow thefor path
our of our interview questionnaire rather than
presenting the dataThus,
research questions. in thewe order of
will present the collected data under each heading
of our questionnaire.
We chose Lule University of Tec hnology as the primary focus in finding
our respondents
university s libraryand the place to hold the interviews.
as the
A total of 18 students have agreed to fill in the questionnaire, but due to

the length
time, 2 haveofnot
thefinished
questions and a nd 12 chose only to fill in the responses
answering
not givewith
and interact a fullthe
interview
researcher.
Our research questionnaire has been divided into four parts, looking more
closely and asking
respondents of theirour
online beha vior, online communication experience,
several
and finally
online
B2Cmarketing
communication
tools though the Internet.
4.1. Online Behavior

Our respondents have stated that they use Internet on a daily basis with time
ranging frommost
hours. The onecommon
hour to response
8 involves around 3 to 4 hours/ daily.
When we asked about their internet routine, all students have said that they first
checktheir
and theirsocial
e-mailnetworking
account profiles. All of them have na med Facebook
as a common
interaction and website
their private
for personal e-mail as primary source to
communicatesearch
Information and stay
for informed.
school or for hobbies is also mentioned as an
option in theirpurposes
Entertainment surfing and
routine.
buying online have been also mentioned.
“ First, I usually check my Facebook and my e-mail and then, depend

on… or
things I could
I coulddowatch
school
television like online. ….then I could do research
for school
articles. in scientific
I could check dog breeders websites. …I don t think I buy
anything other maybe
(travel tickets), than that
books online... ” (Physiotherapist, 23, F)
If we make a classification of the answers received, personal e-mail and social

networking,account,
Facebook in the shape of
live messaging, are the first places to visit online. Then,
information
school, search
hobbies comes for
or news.
4.2. Online Communication Experience

As a participant
attributes
Asked
respondents
freely in online
as thought
follows
about of
the communication
„effective
Online
Internet
Ads waywith
, „annoying
as
or aspam e-mail the companies,
,of„useful
communication
when, asked an this
„indifferent
about
with orthesort of
overwhelming
as
„impersonal
companies,
communication. majority
not takingrespondents
. part
Most see
andofnotthe themselves
answering
gave to different ways of communicating. 14
“I think some companies over do it, in the sense of sending e-mail every day, or
pop-ups.
pay I doand
attention not usually ignore them. They are time consuming,
complicated
too long and as
donthe e-mails
t give you allare
the information ”. (Engineer, 21, M)
“It s ok to communicate through internet. Maybe it is more useful/ .”

effective 20,
(Teacher, for F)the company
“ Both useful and irritating. Depends on what they are making advertising
” (Teacher,
to. 21, F)
We asked participants to choose five attributes from the list and rate them
from important).
(less 5 (most important)
Below youtocan
1 see the answers of the 16 participants for ea ch
attributes:
Table 5-1 Results from the second part of the interview questionnaire
15
:
All respondents have been then asked to judge different online marketing
communication
correlation to ourtools in of attributes. A closer look and ana lysis will be
choice
presented in the next subchapter.
Figure 5-1 Results from third part of the interview questionnaire - Easy to reject
Easy to reject
Mean Score Mean Score Male Mean Score Female
7
6 5,25
4,88 5,00 4,63 4,13 4,25
5 4,38 4,75 4,81 4,75 4,19 4,31 4,38 4,88 4,25 4,38
3,88 4,50
4
3
2
1
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
•1 – Notat all • 2 – Low • 3 – Slightly • 4 – Neutral• 5 – Moderately • 6 – Very • 7 – Extremely
When we asked to participants of our interviews:

How easy“ do you find to reject communication received
towards all communication
understanding for these tools.
tools.
TheResults
only noticeable
show thatdifference
male a ndwas female
in
through
Search
3,88) communication
respondents
a nd
Engine
Online
have
Marketing channels?”
PartnershipOur
similar (4,88 interview
(4,38toto 5,25) results show that respondents have neutral view
26
Figure 5-2 Results from third part of the interview questionnaire - Enjoyable
Enjoyable GRAPHIC REPRESENTATION OF QUESTIONARIES SUBSTANCE

7
6 5,25
5 4,38 4,63 4,63
4,25
3,75 4,00
4 3,883,63
3,443,25 4,44
3,38 3,25
3 2,38 2,75
2,00
2 1,63
1
Our second question was related with being enjoyable. We asked How enjoyable do you
participants:
find “
communications you receive from companies in the following
It can
ways?”
be easily seen from the
results that Online Advertisements received the lowest mea n scores from our
participantscommunication
enjoyable in terms of being tool. Viral Marketing and Online Partnership has
an important
against Onlinedomina
Ads andnceE-mail Marketing tools. According to our interview
resultsenjoyable
most Viral Marketing is the tool with 4.17 rates, and it s followed by
communication
Online Partnerships
mean score. When with
we look4.00 at the difference between male and female
participants
finds ema il female
marketing
participants
and Online PR more enjoyable than male participa
nts and male
receiving participantsthrough
communication enjoy Viral Marketing.
Figure 5-3 Results from third part of the interview questionnaire - Trustworthy
Trustworthy
7
6
4,75
5 4,44 4,13
3,75 3,25
4 3,133,38 3,00
3,132,88 3,25
3,38 3,25
3,00 3,25
3 2,50
2,06
2 1,63
Third attribute
How trustworthy
in our interviewsdo youwasconsider
about trustworthiness
communications of you
onlinereceive from
1
marketing
asked: “ Marketing
companies
communication
Search Engine in all
•1 – Notat the• tools.
2following
Online We
PR
– Low • Online Partnership
3 – Slightly Online
• 4 – Neutral• Ads Email• 6Marketing
5 – Moderately – Very • 7 –Viral 27
Marketing
Extremely
ways?”Gathered results showed that Online Partnerships has slightly more
tools andadvantage
it is been against
followedtheby other
e-ma il marketing. Online Ads received lowest
trustworthiness
with 2.06. For thismean score it can be seen there is not much difference in the
attribute
answers of ma le a nd fema le
respondents.
Figure 5-4 Results from third part of the interview questionnaire - Informative
Informative
7
6
4,75 4,38 5,00 5,005,00
5 4,44
4,13 3,694,00
3,81 3,883,75 3,38 4,00
4 3,25
2,88 3,13 2,63
3
2
1
For our question; “In general, how informative do you find communications you receive from
via…” Our respondentscompanies
answered that Online Partnership is more informative than
followedothers and Engine
by Search it is been
Marketing. Female and male participants have the sa
me mean score
Partnership andfor
they
Online
think that it is moderately informative communication
tool.
tool isThe lowest
Online Adsinformative
with 2.88 mean score.
Figure 5-5 Results from third part of the interview questionnaire - Convenient
Convenient
7
6 5,25 5,135,38
5 4,444,38 4,50 3,88 4,134,25 3,88 3,75
3,814,00
3,693,50
4
3 2,44 2,50 2,38
2
1 Search
Marketing
Engine
•1 – Notat allOnline PR• Online
• 2 – Low Partnership
3 – Slightly Online
• 4 – Neutral• Ads Email• 6Marketing
5 – Moderately – Very • 7 –Viral 28
Marketing
Extremely
Answer of respondents to “
How convenient do you consider communications you receive from companies
via …” show that it is c onvenient to receive messages through Online Partnerships
4.72 meathis
n tool
scorehas received
from our respondents and it is being followed by
Searchscore.
mean Engine Marketing
According to with 4.44
results the most inc onvenient tool is Online
Ads with 2.22
convenience meanour
attribute score. For
respondents have very similar view towards the
tools. Results
answers of malealso
andshowed
femalethat
participants are very close to each other.
Figure 5-6 Results from third part of the interview questionnaire - Acceptable
Acceptable
7
6 5,38
5,00 4,75
4,75
5 4,63 4,13 4,63
4,19 3,69 4,134,13 4,13
3,75 3,25
4 3,25
2,94
3 2,63
2
1
Our respondents think that it is acceptable to receive communication through

asked
Online“Partnership
How acceptable
when wto eyou are communications you receive from companies ” and O nline
via…
Partnership is followed by Viral Marketing. Online Ads have received the
lowestour
from a cceptance
respondents
mean
when
scorecompared with other tools. Answers of male
and female
almost participants
similar. were
Female participants think that it is more acceptable to receive
through Online
and Online Partnership
PR when compared with male respondents.
29
Figure 5-7 Results from third part of the interview questionnaire - Entertaining
Entertaining
7
6 5,38
5,13
4,88
5 4,314,50
4,384,25 3,88 4,75
4 3,563,38 3,75 3,313,00
3,63
3 2,19 2,38 2,00

2
1
Seventh attribute in our interview was entertainment. We asked How entertaining are
participants; “ you receive from companies
communications “. According
via ... to answers the most entertaining tool is
Viral Marketing with 5.13 mean score and it is followed by Online PR and
OnlinescPartnerships
mean ores. The lowest
with close
is given to Online Ads; both female and male
respondents agreed
entertaining to receivethat it is not
communication through Online Ads.
Figure 5-8 Results from third part of the interview questionnaire - Reliable
Reliable
7
6
5 4,19 4,134,25
3,88 3,38
4 3,50 3,19 3,25 3,38
3,13 3,00 3,13 3,63 3,50 2,88 3,25
3 2,56
2,00
2
1

unreliable
Results show
toolthat
is thethe
Online
most Ads.
reliable
Search
toolEngine
is Online
Marketing,
Partnership
Online
according
PR, Emailto
“How
our very
Marketing,
has respondents
reliable
close
Viral
mean
doand
Marketing
yousc
the
consider
ore
most
to each
information
other. you receive from companies
” wasvia
our…eighth question.
30
Figure 5-9 Results from third part of the interview questionnaire - Appropriate
Appropriate
7
6
4,564,50
5,004,75 4,63
5 4,384,25 4,38 4,88 5,13 4,44
4,25
3,56 3,75
4 3,13 3,38
2,75
3 2,38
2
1
Ninth question was related with being appropriate and our question Howwas
appropriate
“ do you
consider communications you receive from companies ” Online
via … Partnership, Online PR, Viral
Marketing, and Search Engine Marketing has received high mean score from
respondents.
the lowest mean
Online
score
Ads with
has 2.75. It can be seen that female a nd ma le
respondents
same reactionhave given
and has almost
similar viewthe
to marketing communication tools.
Figure 5-10 Results from third part of the interview questionnaire - Objectionable
Objectionable
7
6
5 4,38 4,00
4,00 3,56 3,63 3,44 3,63 3,50 4,00 4,00 3,50
4 3,63 3,13
3,25 3,75 3,25
3,133,50
3
2
1
very close to had

objectionable
respondents
objectionable.each
would
All
•1 –neutral
the
other.
you
tools
Notat all“Assuming
find
There
•view
2ha–itLow
veifistowards
received
that
also
• 3 you
–company
similarity
the
did
almost
Slightly online
•not
4communicated
–between
the
directly
marketing
same5the
Neutral• –reaction
provide
r esults
with from
you
any
Moderatelygathered
• 6through
–personal
the
Very • 7 –details to a
Extremely
We following
the
communications
participants
from asked
both ma
participants
and
way…”
le mea
and
in female.
terms
n scores
company,
of beinghow Our
31
Figure 5-11 Results from third part of the interview questionnaire - Annoying
Annoying
7
5,69 5,50 5,88
6
5 4,63 4,88
4,31 4,31
4,00 3,75 3,25 3,884,00 3,75 3,50
4 3,06 2,88 3,06
2,63
3
2
1
When we asked “ How annoying do you consider communications you receive from
following ways … ”companies
Online Adsin have
the received high mean scores our respondents find it very
receive communicationannoying to Online Ads. The lowest mean scores are given
through
to Online
Viral Marketing
Partnership
and and
we can see that our respondents have more positive
attitude
and ViralonMarketing
Online Partnership
against Online Ads. Male respondents find O nline
PR more annoying
compared when
with female respondents. On the other hand, female respondents
find ViralinMarketing
annoying comparisonmor e male respondents.
with
Figure 5-12 Results from third part of the interview questionnaire - Time Consuming
Time Consuming
7
6 5,38
4,69
5 4,38 4,50 4,25
4,13
3,88 4,31 3,81 4,00 3,88 4,25
3,75 4,003,63 3,75
4 3,38 3,38
3
2
1
noticeable
have neutral
point
view
Marketing How
is towards
that
personally
Female
online
time-consuming
respondents
communication think
Partnership do tools
that
you Online
consider
in terms
Ads communications
of isbeing
more you
Question
companies
time consuming.
consuming
ofin “the
•1receive
–following
against
The
Notat”all
most
from
asked
•the
2waysto the
– Low • 3 respondents
– Slightly • 4 – and gathered
Neutral• results •show
5 – Moderately that• 7our
6 – Very respondents
– Extremely 32
others there is also slightly big differ ence when we compared the
answered oftowards
respondents ma le and female
Online Ads.
Figure 5-13 Results from third part of the interview questionnaire - Difficult to Ignore
Difficult to Ignore
7
6
5
4,00
3,563,88
3,693,50 3,133,75
3,38 3,383,25
3,00 3,44 3,31
2,75 3,63 3,38
4 3,25 3,25
3
2
1
We asked respondents toHowscore “

difficult to ignore do you consider communications you receive from
companies via... ” Gathered results were close to ea ch other and it can be concluded that
respondents
neutral for the difficult wer e attribute. There is one important
to ignore
difference between
respondents female respondents
where Female and ma le think that it is neutrally difficult to
ignore
Ads butcommunication
on the hand maleOnline
respondents think that it is easy to ignore.
Figure 5-14 Results from third part of the interview questionnaire - Disruptive
Disruptive
7
6 5,50
4,50 4,63 4,63
5 4,19 4,19
3,88 3,75 3,75 3,88 3,94 3,504,00 3,88
4 3,19 3,003,38 3,13
3
2
1
company, it can
Search interrupt Online
Engine what youPR are doing at the time.
Online HowAds
Online disruptive do you Viral Marketing
Email Marketing
The
consider
you Marketing
receive
latest
communications
attribute
from
•1 – companies
wasall
Notat Conclusions
about
• 2 –via…”
Lowbeing Partnership
• 3 –frSlightly
disruptive.
om our
• 4results
– When
We show
asked
Neutral•you receive
that
“ oura• 6respondents
5 – Moderately communication find from
Online
– Very • 7 – Extremely 33
a
Ads moderately disruptive a gainst other tools. Lowest mean scores are
given Marketing.
Viral to Online Partnership and
The ma jor difference between ma le and female respondents
can be seen
While in Online
female Ads. find it very disruptive to receive message
participants
through Online
respondents Ads,
thinks it isMale
as disruptive as Search Engine Marketing, Online PR
and Email Marketing.
B2C Communication
In the final part of the interviews, we have asked our students to choose their
preferred way ofand
communication online
tools to receive information from companies.
Most of them have crossed as preferred wa ys of communicating through e-mail

and socia l media.
communication Also entertaining video or commercials has been a popular
through
choice of response.
34
5. Data Analysis
In this chapter, empirical data that we presented in the previous chapter will
be analyzed
online in the tools.
marketing order Firstly,
of a cross case analysis between fourteen
attributesforwill
answer ourberesearch
done to question
find an one. Then, a within case analysis will
be conducted
empirical datatowith
compare the
our conceptual framework to be able to find an
answer of our second research
question.
As an overall observation gained through our interviews, customers between

the a ges
users of 17
of the to 24 aare
internet nd avid
have already a daily routine tha t includes at least 2
hours of being on the Internet.
All of our respondents have at one time purchased something online, most
common
and travelanswers
tickets, were books
but have not expressed a wish to rema in connected to the
vendor
on or receive
commercial follow-ups
offers. From our observations, users are more inclined to r
eceivehobbies
their information related
or things to
of interested.
Internet as a communication channel
The most common use of the internet is for information search and private
communication.
respondents are awa
Although
re of B2C
the communication, they have little understanding
of it andcommercials
pop-up usually regardthat
it asoften „irritate (Physiotherapist, 24, M). They
do not see
channel to c the internet with
ommunicate as a companies, but at the same time they look for
information
online. So, haabout
vingcompanies
a website is crucia l for any company and online presence is
self-understood
of commercials.in the form
Our respondents have shown a low level of interaction with companies

via online.
cause The mostwas
of interaction common
hobby related, informa tion search or intention to
buy products
These (in this
three reasons order).
ha ve been then followed through known sources, for
exampleand
known search engines,
visited already
websites and referral or third-party infor mation. Third-
party information
mentioned as referrals
sources
from are
a friend via social media and established brand-
websites
5.1. Cross Case Analysis
Our research has ranked the most common attributes that describe the opinion
and image
internet as aofcommunication
students about cha nnel for B2C communication. From our
choice
out, a sof 14 attributes
presented in thefive stand chapter, and those are:
previous
1. Informative (43 total points)

2. Enjoyable (40 total points)
3. Entertaining (36 total points)
With 4.of Convenient
communication
the ranking,
research
a total Rowlands
as
of channel,
the (32 total
12 nominations,
internet
et inal.,
our points)
is(2008)
seen
respondents
theasthe
attribute
a fast
students
opinions.
a „informative
nd good
todayIt information
can
hasis
tbeen
ima
the gine
often
first
source.
aone
to
placed
Even
world 5. the
describe
on
more,
withoutEasy-to-reject
the
supported
second
internet
internet as(25
position
by
and the total
athe in points) 16
World Wide Web is the first stop in their search of information., the „Google
generation
support theirasown
he puts it. To of choosing informative, students have argued
motivation
that:
“E verything I want to know is there. I just go and look for what I want.”
„Enjoyable is the second favorite attribute to describe internet as a

communication
way to receive channel, but also
information. as aof the respondents have ranked this
Most
attribute onto3rd
According or 4th and
Danaher place.
Rossiter (2011) „enjoyable is linked also to
„entertaining
close together aswhen
this ittwo
comes
stay to communication channels. Fair enough,
our respondents
theory a nd rankedsupport this
3rd „entertaining . With a small difference of only 4 points
between
different these two positions)
ranking (due to we can state that indeed „enjoyable and
„entertaining
advantages forareinternet
very important
as a communication channel. Cho and Huh
(2010) haveofalso
importance discovered
these the in the form of multimedia features
two attributes
that can increase
customer effectiveness of
interaction.
„Convenient is seen as a suitable attribute to describe the internet as well.

What should be
that although pointed
it has out only
gathered is 7 nominations in our ranking, the positions
were always
students have1st or 2nd.
chosen thisFour
attribute first in their mind when they think of the
internet asThis
channel. a communication
can be easily understandable, as internet is offering the
flexibility
liberty of tonon-stop
the readersurfing
to findandout exactly the information he or she wants.
Also,
as a „convenient
description of can„easy-to-reject
be seen , last place on our ranking. In many
cases, while we
respondents, interviewing
have noticed ourtha t convenient is related to time availability
and willingness message.
communication to receive Respondents
the see inter net as a flexible and ea sy-
to-reject
and source of information
communication. But, as argued by Rowlands et al., (2008) the
„Google
more generation
skilled doescritical
insight into not possess
and analytical interpretation of the
information
though transmitted
this media. So wetocanhimdeduct
or herthat our students description of the
internet as a „convenient
of communication toolsto the time flexibility and also ease to receive or
refers more
ignore the communication.
Another point that captured our attention was a clear preference of the
female students
attributes from our for14-attributes
certain list. It appears that „enjoyable a nd
„informative
often ha ve the
as describing been chosenAlso,
internet. very what does not appear in our ranking, but is
important for is
respondents, ourtime-consuming
female as a negative attribute of the internet. So,
it is clearasthat
internet richwomen
in information
see the and a pleasant way of receiving that
information,
stressed by thebut they of
amount seem
timetothat
beit takes out their routine.
Taking a look at the other attributes that were just rarely used to describe the
not
internet,
meantheir
thatabsence
they aredoesnot important. For example, „objectionable ,
appropriate
been scored and only„trustworthy
once. This can ha ve
be translated into lack of confidence of the
through
The
and
the
because
only
issue
it represents
traditional
informationthis
reason
ofthat
trustworthiness
channel,
isthe
forchannels
biggest
which
but instill
presented challenge
internet
has
theretain
been
same
has
trust
widely
intime
online
not
andtaken
by
brought
reliability
communication.
notover
selecting
upof
the
every
information
first
„objectionable
time
Danaher
position
internet
asandin
we
verysee
Rossiter
communication
main used
description
that
(2011)
to this
respondents
believe
is
channels
communication
attributes.
discussed
that
are
is and even if they do not trust it, they receive it. 17
The lack of selection of „appropriate can be understood as consumers
feeling
surfing. of disturbance
Nicholas et al., while
(2003) point out that obtrusive advertising is a
directly link to reduction in brand
trustworthiness.
The general overview of internet as a communication channel has been

„entertaining
described in positive
and „convenient
attributes as. In the same time, „informative resulted
on the top see
consumers position, show that
the internet firstly as unilateral information channel and
their first
search and activity online is to
read information.
5.2. Within-Case Analysis
As our main concern is how to attract customers through different

marketing
more toolswe
effective, andwill
which ones
divide are
the analysis into 6 parts, each part referring to
one set of online marketing
tools.
5.2.1. Search Engine Marketing

Based on ea rlier researches (Green 2003, Sen 2005, Dou 2010) we can
concludeusers
internet that high
visit percentage of to get more information about goods
search engines
and services
purchase to inform
decisions. their engine is presented as a popular choice of
The search
channel
for to look
almost everyforoccasion
information
and according to D ou (2010) “More tha n half of
search
Internetengine”.
traffic begins
Similarwith
to theory
a our results show that Search Engine
Marketing is chosentool
most informative as the
by second
our respondents right after online partnership.
Respondents saidthey
communications that receive
they find
from companies via search engines are
informative says
respondents and that;
one of the
“It is very convenient, since what I m looking for is right there and not
just any ads.” 21, F)
(Physiotherapist,
Respondents stated that it is trustworthy to receive messages from companies

through search engines.
“The search engines examine the ads before putting them on the top. The ones
on the side are
trustworthy because usually I know about the companies, they are often well
(Physiotherapist, 21, F)
known.”
As a communication channel, results generated by this method are very likely

to beare
and followed
regarded
up by as users
referral from an authorized person. However, we
can make a distinction
effectiveness r egarding in SEO marketing and Pay-per-click results. Whereas
SEO results
highest to behave scoredup and so to attract customers, Pay-per-click ads
followed
are not noticed
attracting and so, not
customers.
Asvisual
they
aOnline
attract
aexpressed
hole,
PR
theormedia
customers
Search
close
SEM
hasperspective
Engine
as
proven
especially
trustworthy,
Marketing
to of
betoathe
events
reliable,
favorite
communication
tools
and
and
way
haopinion
not
veofscored
time
communication
message.
interaction.
consuming
the favorable
Thisand
privately
Mangold
set of
attributes
5.2.2.
informative.
tools
and B2C
Faulds
hasOnline
because
from
been
(2009)
PR
our
mentioned
it delivers
states
14 respondents
that
to 18
“Social media tools become a major factor in influencing various aspects of
consumer
awareness,behavior including
information acquisition, opinions, attitudes, purchase behavior,
and post-purchase
communication and evaluation”.
Our respondents states that Online PR is entertaining and this was not a
surprising result,
popularity regarding
of social theand blogs of today. Students are one of the
networks
most active
networks andusers
our respondent
of the socia
students
l stated that they find it entertaining to
receive communications
companies through onlinefrom
PR tools. One of the respondents says that;
“If it s something I am interested in, I follow it. ” (Architect, 22, F)
Results show that, online PR tools are seen as easy-to-reject, time-

consuming
values over and enterta
4) and ining nies
the compa (meamust
n alwa ys be the initiators of this wa y
of communication.
being In terms
time-consuming of
one participant stated that;
“It is not very convenient, because it tends to get in the way of what I
really want
internet; it is to do onnotthe
usually for something that I m interested in. ”(Physiotherapist, 21, F)
5.2.3. Online Partnership

Online Partnership includes affiliate ma rketing and online sponsorships. Acc
ording tousers
(2004) G oldschmidt et al.,
trust the information or links provided by the affiliates. Our
research findings
supporting this decision.
wer e Our participants choose online partnership as the
most trustworthy
marketing online tool. Most common example of online partnership
communication
for participants
comparison was the
websites price
such as; pricerunner.se, prisjakt.nu, and kelkoo.se. One of
the respondents says;
“I think it is pretty trustworthy, most companies on ex. Pricerunner.se is known
to me
so whyI trust themt I trust the rest; however I wonder sometimes how they
wouldn
make their
should profit
just be and toI just accept their information .” (Physiotherapist, 21, F)
so naïve
Online Partnership has received highest mean scores from many a ttributes in
our interviews,
easy those are; informative, convenient, acceptable, reliable and
to reject, trustworthy,
appropriate
negative and lowest
attributes suchfrom
as annoying, difficult to ignore, disruptive.
These ways of communication are „very convenient (Architect, 22, F)

mea n value
because they 3,81)
sa ve and
timepresent
(lowest„clear and easy informa tion as
mentioned by one of
Another respondent saysour
thatrespondents. .
“It is very convenient to use online partners, stores are right there; I don t have
to make
effort of the extraevery specific website.” (Physiotherapist, 21, F)
finding
attributes.
Communication
Wang
sometimes
these findings.
et al.,
Most
these
(2002)
Results
of
efforts
presented
thestates
students
ofshowed
companies
inthat
this
hadthat
studies
manner
a very
can
Online
show
beis
negative
annoying
seen
Ads
there
asha
reaction
easy
is
sto the
the
atonega
read,
customers.
and
highest
tive
responses
informative
negative
view
Ourrela
andtoappropriate
attracting
5.2.4.
towards
study
mean
ted results
scores
Online
Online
advertisements
the visitors
were
for
Ads.
Ads
and
almost
supporting
Andso
to the
follow
itand
ever
is yup the information and check it 19
37
6. Conclusion, Further Implications
The final chapter sums up conclusions that we have made by comparing
literature
our and observations
own research. fromour research questions and formulate
It will answer
recommendations
and practitioners. for theoreticians
6.1. Conclusion
This paper has tried to look into the effectiveness of the internet as a
communication
the effectivenesschannel and
to attract also into with mea ns of numerous online marketing
customers
tools.
To answer our first question: How online marketing communications can be We described?
had to look
into online customer behavior and characteristics of communications
through internet.
confirmed presented
Ourtheory
research
on this
hastopic and supports the portrait of a new
social
al., consumer
2003) that is(Nichola
always sconnected
et via internet to get informed or
connect with others through social
media.
In spite of this need to be connected, consumers do not see the internet

as a channel forThey
communication. compa ny use this channel to communicate with companies
rarely
andpersonal
or it is mostly for hobbies
interests. They see themselves as passive in B2C communication,
but they
very are aware
important forofmarketers,
it. It is a s communica tion initiators, to mention that
most respondents
advertising as communication
understand received from companies. They feel
bombarded
happy whenwiththeyinformation, but are they are interested in. Because of the
receive something
frequency and
information quantity
r eceived via of
internet, consumers are very mistrusting towards
these channel
appropriate forand do B2C
direct not find it
communication.
As to describe internet as a communication channel: informative, enjoyable,

entertaining, convenient
easy-to-reject have been andthe first attributes to stand out. These only
strengthens
user that sees
the internet
availablesurfing
theorya of
nda communication as leisure activity
(Nicholas
that and„fun
has to be Dobrowolski,
and „easy . 2000)
These two adjectives have been mentioned very
often
part ofeven in our second
the research; trying to find
Howout:
online marketing communication tools can be described as a
way of online marketing communication?
In our frame of reference, we have divided online marketing communication

in six different
Engine tools Online
Ma rketing, (Search PR, Online Partnership, Online Ads, E-mail
Marketing
and asked theandrespondents
Viral Marketing)
to describe them.
The Search Engine Optimization tool has scored high in respondents opinion.
As theoryconfir
research mentionsms and our users use and trust the Search Engine for
it, online
any informa
Engine Marketing
tion search.
can attract
Search
customers through trust and convenience.
seen asPR
Online
convenient,
partnerships
direct
isacceptable,
favored
communication
tools
in B2C
reliable,
have
communication
with
scor
appropriate
ed
companies,
the highest
because
and but
lowest
in
of
more
positive
itsinas
entertaining
negative
a attributes:
socializing
factor and
activity
events.
trustworthy,
attributesand
such
also
informative,
being
because
as ainvolved
nnoying
it is not
in
or 20
disruptive. These set of tools are the one with the most favorable in
attracting
party customers that
website/entity duemedia
to a third-
tes the communication and delivers clear and
accura te information.
Now to come to our lowest scored online tool, the interactive ads which
are not favored
respondents, at the
due to all obvious
by our association with commercials this B2C
communication
consumers from
in any form c ompanies to (pop-up, banners, text ads, etc.). These
of advertising
methods
are ignored
of communication
by online users. They are seen as very annoying,
untrustworthy,
attracting onlineand
usersdisruptive and are not
in any way.
As an alternative to online ads, Viral Marketing can be used which has

been found „entertaining
„enjoyable a nd As the referral component is present in
by our respondents.
spreading this type ofcan
trust and convenience marketing,
attract users into communication with compa nies.
Last but not least, e-mail marketing is mentioned as the favorite way of
receiving
but B2C
in the sa mectime
ommunication,
it seems to annoy receivers because of the load and
frequency of information sent this
way.
Summing up our observations, the internet is seen as a B2C

communication
online consumers. channel, but not attributes
It possesses favored bythat can lead to a positive
outcomecustomers
attract in communication
when usedand can
correctly. For practitioners, this means that
consumers are aware
communication, of B2C
but they try to avoid it. Internet presence should
right
definitely
mix ofbeonline
strengthen,
marketing
buttools.
with the
The online marketing tools that have scored high among most of the
positive
SEM andattributes are Online
Viral Marketing, butPR,
we will not limit our recommendations to
these three, asbudget,
environment, the company s
and customers and so on, have to influence any
marketer
have s decision.
observed importantInstead, we that should be present in to any kind of B2C
attributes
communication.
Our respondents have put a lot of emphasis on entertainment and trustworthy
source of information,
referring to communicationwhen and this emphasis has led to our above
mentioned topdothree
Respondents onlinetotools.
not seem trust direct B2C communication unless it is
mediated
filter – user,
through
referrala third
or independent
party website. This might be because of the
huge isamount
that of to
available information
them – they use a search engine to filter it, or short
attention-spans
more that are directed
to recommendations from known sources.
In any sort of online marketing strategy attributes as entertainment or

enjoyable have should
communication to be present
be made and
through customers trusted sources in these
manner,tools,
online no attracting
matter thethe
set customer
of will be made easier.
research
We
mainly
online
In
6.2.our
cancommunication
research,
in
conclude
has
testing
treated
Further trustworthiness
athat
all
set
tools.
of
the
oftheresearch
Implications attributes
Weattributes
have
has has
singled
risen
toas describe
confirmed
equal,
asout
a we
important
very
the
encourage
most
important
internet
attributes
of the
further
asfactor
theory
a that
research
in
available.
should
communication
effective
into different
be communication.
present
Ourconnections
contribution
as
channe
inentertaining
any lonline
together
Assits
our
and trustworthy
with in attracting customers. 21
between trustworthiness, or lack of it, and the other attributes. Also, as
our paper refers
customers, only toa good
it represents attractstarting point for other investigations into all
the five steps
framework of our engage,
– attract, digital retain, learn and relate to customers.
We have treated communication as being initiated by companies and direc

ted to consumers,
interesting questionbut an
presents itself when consumers get involved and even
initiated
and help this
spread
communication
the message, as it could happen in Viral Marketing. Further
research
are can investigate
the attributes what
of this communication and how or why do users get involved.
22
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Appendix A - Questionnaire
Thank you for participating in our research.
Based on some pictures featuring examples of internet communication with

customers, you will
asked to answer bequestions about your attitudes regarding this process,
a few
from your point of view.
1. Online Behavior
1. How much time you spend on the internet daily?

*1hr
*3hr
*12hr
*24hr
2. Can you please describe your online surfing routine?
*marketing through survey
_
*day to day work on a regular basis
*performative all day
*always regular at work
2. Online Communication Experience
1. Today, companies are using internet to reach and communicate with you as a
customer.
feel about How do you
this way of communication through internet?
*really good idea
*good idea
*as an entrepreneur
*average
*as an customer
*bad idea
*as an employee
2. How would you describe your involvement to this communication?
(Ex.: activ e, passive surfer, like to socialize through the internet, like to order
*as an
through
etc.)
regular
theuser
internet, 25

"Effectiveness of Online Marketing Tools Halexo Software Industries" Mukesh Singha Miss .Kiran Bedi Bachelor of Business Administration

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A

Sri Dev Suman Uttrakhand University, Tehri Garhwal

I am the undesigned, there by declared that the project report entitled

“Effectiveness of online marketing tools”

submitted by me to the university.

As the partial fulfilment of the requirement for the award of

degree of bachelor of business administration under

the material data collected myself

Source. I shall be responsible for any unpleasure moment/situation (If any).

This is to certify that Mukesh singha is the bonafied

student of a bachelor of business administration have successfully completed

the project work as described by the university.

In the partial fulfilment of the bachelor of business administration of

the academic year 2018-2019.

The project work entitled as “Effectiveness of online marketing tools”.

A successful project is the result of team work and coordination tha

but also these who guide them.

So, at the composition of the project is fill obliged to extent

my gratitude towards although who made

valuable conclusions throughout my training period.

I am thankful for all the knowledge/guidance

and support imported by “Miss.kiran bedi” to me.

Who gave me invaluable knowledge in the period.

In addition is wish to convey deep sense

graduation towards “Miss. Sakshi” at any time, is needed,

at the end just as significantly,

i would like to express my sincere thanks to management department.

1.1.1. Development of the Internet and E-commerce

All of these fa ctors led to growth on e-commerce transactions in recent

Today, most of the compa nies adopted internet as a part of their

It has been a lready mentioned by the earlier researchers that internet is a

1.3. Research Problem

While searching for relevant cases, researches and articles we ha ve

1. How online marketing communications can be described?

Our research revolves around the internet as a communication channel

2.2. Online Marketing

All these changes and developments brought up a new activity which is

be aware of that website because of wrong or inadequate online

Online marketing communications defined by Chaffey (2009) as “Online

2.3.1. Search Engine Marketing

C ompanies may have great content, dynamic and attractive design

Companies can decide for which keywords or phrases their advertisement

2.3.2.1. Social media and online communities

2.3.2.2. Blogs, podcasting, and RSS

“Organizations use blogs to measure what s going on with their stakeholders

2.3.3. Online partnership

2.3.4. Interactive Ads

2.3.5. Opt in e-mail

Opt in e-mail is a permission based e-mail communication which is

2.4. Online Customer

All these c haracteristics are obvious in a digital players online behavior as

They don t like paying directly for information;

Although untrusting and promiscuous(Nicholas et al., 2003), there is a

There are three different types of research purposes: exploratory, explanatory

Our study is more focused on attributes towards different marketing

A total of 18 students have agreed to fill in the questionnaire, but due to

4.1. Online Behavior

“ First, I usually check my Facebook and my e-mail and then, depend

If we make a classification of the answers received, personal e-mail and social

4.2. Online Communication Experience

“It s ok to communicate through internet. Maybe it is more useful/ .”

•1 – Notat all • 2 – Low • 3 – Slightly • 4 – Neutral• 5 – Moderately • 6 – Very • 7 – Extremely