Professional Documents
Culture Documents
Justin Bieber111
Justin Bieber111
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
`SESSION-2018-2019
Declaration
the guidance of
“Miss.kiran bedi” is my original work and the conclusion drawn their are based on
The report submitted is my own work and hence not from any other .
Project Guide
Miss Kiran Bedi
Acknowledgement
includes not only the group of developers who put for their logics
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
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.
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).
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.
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.
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.
6
2.3. Objective of the study
t
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
The teachings and the knowledge I got it is the objective on the basis
of that:-
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
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”.
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.
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” .
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
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.
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
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
“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 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.
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.
“ 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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
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
Mean Score Mean Score Male Mean Score Female
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
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
Mean Score Mean Score Male Mean Score Female
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
29
Figure 5-7 Results from third part of the interview questionnaire - Entertaining
Entertaining
Mean Score Mean Score Male Mean Score Female
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
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
Appropriate
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
Annoying
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
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
Mean Score Mean Score Male Mean Score Female
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
Search Engine Online PR Online Online Ads Email Marketing Viral Marketing
Marketing Partnership
Figure 5-14 Results from third part of the interview questionnaire - Disruptive
Disruptive
Mean Score Mean Score Male Mean Score Female
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.
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.
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
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.
“It is very convenient, since what I m looking for is right there and not
just any ads.” 21, F)
(Physiotherapist,
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;
“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)
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.
“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.
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.
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.
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.
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.
22
References
1. Online Behavior
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