The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers

Nafez Nimer Hasan Ali,Mahmoud Allan

doi:10.5539/ijms.v9n4p97

Abstract

Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.

Highlights

Marketing is considered to be one of the most important activities that organizations do through their operating time
The current study investigated the influence of integrated marketing communication on the efficiency of the internet-based marketing from the perspective of Jordanian customers
The study hypothesizes that integrated marketing communication (IMC) increases the efficiency of the internet-based marketing from the perspective of the Jordanian customer

Summary

Introduction

Marketing is considered to be one of the most important activities that organizations do through their operating time. Within the course of time, there appeared the technological booming which changed the way organizations operate, market their products/services and contact with their clients. Within the field of marketing, there is no doubt for sure that the organization must be aware of what is the best way to approach their clients and build strong relationships with them in order to increase their retention and at the same time increase the market value of the organization. Researcher and scholars have located the best way to reach the maximum level of communication with the clients; the basic structure of that choice is in communication. With the technological booming which took place in many aspects of life communication appeared to have more than one single way; it can be done through the internet and other communication medium. The idea of building communication can be achieved through creating a state of harmony between the technological communicational channels along with the traditional communicational tools which would lead to harmony and synchronization in communicating with clients (Grönroos, 2004)

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