Attributing Conversions in a Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment

Research background. The electronic environment has become an integral part of today’s marketing environment. The transformation of information technology makes it possible to reach the desired customer through various business instruments, regardless of his location. The number of consumers using the Internet to search for goods and services is increasing. As a result, social networks are gaining in importance from both businesses and consumers. There are currently over 800 social networks in the world. Corporate social networking accounts where a variety of news can be posted: from company start-up history to the latest company prototype news, and often for small businesses, and represents the cost of the website. Most authors point out that the scope of e-marketing is wider than online marketing because online marketing refers only to the Internet. Businesses seek to disseminate information about goods through social networks, given their popularity and impact on consumers. Purpose of the article is to construct the theoretical model that would help to determine how the impact of social networks on online marketing of companies can be assessed. Methods: analysis of scientific literature, systematization, generalization. Findings and Value added. Based on the model, proposed by the authors, the elements of Internet marketing are analyzed, as well as research on the importance of social networks in information transfer and communication with the consumer is emphasized and the most commonly used indicators of social networks are singled out.

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Online Marketing in Bangladesh: A Descriptive Study in the Context of Some Selected Click and Mortar Businesses

Journal of Business and Technology (Dhaka) ◽

10.3329/jbt.v5i2.9986 ◽

1970 ◽

Vol 5 (2) ◽

pp. 150-165

Author(s):

Md Kamrul Hassan ◽

Md Abdul Momen ◽

Seyama Sultana

Keyword(s):

International Business ◽

Online Advertising ◽

Low Cost ◽

Marketing Mix ◽

Online Marketing ◽

Marketing Practice ◽

Marketing Environment ◽

Business Operation ◽

Business Operations ◽

The Relationship

Every business requires a good marketing mix to introduce, grow, and sustain in this highly competitive market economy. The day before yesterday marketers were rarely looking at online based marketing efforts, instead, they were just relaying on conventional marketing mix. With the presence of highly growingInternet users, relative low cost and easy going strategies, ‘online marketing’ is also becoming so crucial for every business hub. By getting the balance of offline and online advertising right, marketing mix will help provide everything firms need to gain leads, increase sales, improve customer retention, and rocket the company profits. The study has a comprehensive perspective and provides a bird’s eye view of the online marketing practice in Bangladesh. This discussion is extended with an examination of the studies that compare conventional marketing practices with the principles and rules of the online marketing world particularly the four major components of the traditional marketing mix in an online context. To understand the online marketing environment in the country a greater sense of the study has extended its overall views from both the consumers and business perspectives. This study provides an effort to understand the relationship between online marketing exercise and the area of business operation (international vs. domestic) as well as gives an idea why marketers use Internet in the country. And this paper concludes with the prime exercise of online marketing which is centralizing mostly for leveraging international business operations in Bangladesh.Keywords: Online Marketing; Online Marketing Mix; E-commerce; Click and Mortar BusinessDOI: http://dx.doi.org/10.3329/jbt.v5i2.9986Journal of Technology (Dhaka) Vol. 5(2), July-December, 2010 150-165

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