Articles
| Open Access |
DOI:
https://doi.org/10.55640/ijefms-9133
EFFECTIVENESS OF ONLINE MARKETING IN INTEGRATED MARKETING COMMUNICATION: A COMPREHENSIVE STUDY
Dr. Azees KA , Ph.D. Research Scholar in Commerce, Sri Krishna Arts and Science College, Coimbatore, Tamil Nadu, IndiaAbstract
This comprehensive study examines the effectiveness of online marketing in integrated marketing communication (IMC). As digital technologies continue to transform the marketing landscape, online marketing has become a central component of IMC strategies for businesses. The research investigates how online marketing channels, such as social media, email marketing, search engine optimization, and content marketing, contribute to a cohesive and synchronized communication approach. Through a mix of qualitative and quantitative methods, this study analyzes the impact of online marketing on brand awareness, customer engagement, and overall marketing performance. The findings provide valuable insights for marketers, enabling them to optimize their IMC efforts by harnessing the potential of online marketing in today's digital era.
Keywords
Online marketing, integrated marketing communication, digital marketing
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