A STUDY ON THE EFFECTIVENESS OF ONLINE

MARKETING ON INTEGRATED MARKETING

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

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