A Study of Online Marketing with the Changing Trend on IMC – Challenges and Opportunities

Abstract

Today, E- marketing is one of the most emerging technologies in IT and E- commerce sector. E- Marketing is referred to as Internet Marketing, Online Marketing or Web-Marketing, means using the internet to market and sell goods and services. At its most basic level, Integrated Marketing Communication or IMC means integrating all the promotional tools, so that they work together in harmony. An influx of new marketplace trends in the late 20th century spurred organizations to shift from the standard advertising approach to the IMC approach. Promotion is one of the Ps in the marketing mix. Promotion has its own mix of communication tools.  Integrated Marketing Communication is a marketing concept that ensures all forms of communication and messages are carefully linked together. Integrated Marketing Communication is the concept that makes all the marketing tools to work together as a unified force rather than work in isolation. It blends various promotional tools and communication/marketing/advertising services and techniques to maximize profit. In the present study we analyzed to find out the opportunities and challenges of online marketing and IMC in India.