A study on Online Marketing Patterns, with specific significance to Social Marketing in India

- Nishtha Asrani, N. R. Institute of Business Management

Abstract:

Online Marketing is a significant portion of current day integrated marketing communications strategies of all leading organizations. The PR activities of the organizations are also closely related to online platforms.

The current research tries to evaluate the effectiveness of the online platforms of marketing and clarifies the areas in which online marketing and public relations activities would prove to be beneficial.

A consumer survey conducted in this study evaluates the demographic comparison of online media consumption habits of people in Ahmedabad.

The research clarifies that there is a significant difference in the preferences and consumption habits of individuals, with respect to age, qualification, education, and effluence of living standards.

Finally the paper concludes with suggestions to marketing professionals on better use of social media as an integrated strategy in the overall marketing and promotion activity undertaken by the organization.

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