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Effectiveness of Online Marketing Tools: A Case Study

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  • Hanuman Sharma

Abstract

Offline marketing strategies are widely used; however, they are facing tough challenges from online marketing which has limitless options and proffers enormous amount of possibilities. With voluminous growth of Internet users and growing trend of online marketing, it seems indispensable to run a business without online presence. This is due to the fact that ‘consuming in shops’ is changing to ‘online consuming’. Companies are using different online marketing strategies to attract prospective buyers. Different tools and techniques are used to influence the purchasing decision of consumers. This case study on online marketing, research through survey and analysis of data received from respondents is still in its embryonic stage, and it is conducted to find the effectiveness of tools and techniques—online chat assistance, email advertisement, and word of mouth—causing opinion/decision change of prospective buyers. Marketers have to retain old loyal customers and evolve strategies to attract new prospective buyers.

Suggested Citation

  • Hanuman Sharma, 2021. "Effectiveness of Online Marketing Tools: A Case Study," Paradigm, , vol. 25(1), pages 77-86, June.
    • Handle: RePEc:sae:padigm:v:25:y:2021:i:1:p:77-86
    DOI: 10.1177/09718907211003717
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    References listed on IDEAS

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    1. Damian Grace, 2006. "For Business Ethics," Australian Journal of Management, Australian School of Business, vol. 31(2), pages 371-380, December.
    2. Grace Lin & Jerry Lin, 2006. "Ethical Customer Value Creation: Drivers and Barriers," Journal of Business Ethics, Springer, vol. 67(1), pages 93-105, August.
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