Integrated marketing communication and online marketing. Case study : Ebolowa

Abstract

This topic entitled ONLINE MARKETING AND INTEGRATED MARKETING COMMUNICATION focuses on the role played by online marketing being a tool of integrated marketing communication. This study lays emphasis on the fact that companies and individuals should involve online marketing as one of the marketing strategies used to create awareness about their products and promote sales to increase profits at a lower cost. As part of the study a survey of 200 individuals was carried out in Ebolowa in the south region of Cameroon to better understand consumers’ preferences and reason for using online as a main source of information about products and services offered by businesses who use the internet for advertising. The results gotten from the questionnaires was being analyzed using SPSS 20.0 software which permitted us to have descriptive statistics and the various calculations such as chi2, mean standard deviation and variance. The results gotten further prove that online marketing is very effective as an integrated marketing tool for both individual businesses and organizations