Online Marketing Strategy for Retail Businesses

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, [names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The online marketing has emerged as one of the most important channel for marketing the products. The online marketing is mainly associated with the marketing of the products through the internet that uses different technologies. The owners of the retail businesses have made great use of this new technology for advertising their products and enhancing their sales and revenues. The main role in enhancing the sales and revenues of the retail business has been played by the computers. The Internet has been used as an effective channel for selling and buying products and services since Internet commerce emerged in the middle of the 1980s. A variety of products such as clothes, accessories, computers, books, software, and cosmetics have been purchased through the Internet (UCLA, 2003). According to the USC Annenberg Centre Report for the Digital Future (2005), 78.6 percent of Americans had Internet access in 2005. Specifically, two-thirds of Americans (66.2%) accessed the Internet at home in 2005 as compared to 46.9 percent in 2000 (USC Annenberg Center Report for the Digital Future, 2005). Nearly 63 million U.S. households are projected to shop online in 2008. Internet purchasing frequency has continued to increase as well as dollars spent online. In 2005, online shoppers spent $43 a month on average more than they did in 2001.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 1: INTRODUCTION1

Background of the Study1

Aims and Objectives of the Study3

Problem Statement3

Purpose of the Study3

Rationale of the Study4

Significance of the Study4

Research Questions5

Structure of the Thesis5

CHAPTER 2: LITERATURE REVIEW8

Theoretical Framework8

E-Business The new economy8

The Internet9

Changes in business and marketing10

Cost effective Channel10

Marketing Activities11

Distribution Channels12

Evolution Of Advertising13

Email Advertising13

Online Word Of Mouth14

Affiliate Advertising15

Banner Ads15

Online Marketing Strategy16

Trend of Online Retailing17

Online Marketing Strategy for Retailing18

SEARCH ENGINE OPTIMIZATION AS ONLINE MARKETING STRATEGY19

ONLINE SHOPPING AND HURDLES TO CROSS-BORDER BUSINESS DEAL22

SECURITY PROBLEMS WITH ONLINE SHOPPING23

CHAPTER 3: METHODOLOGY26

Research Philosophy26

Classification of research methods27

Multi-method studies27

Mixed method studies27

Steps in mixed methodology27

Research Approach28

Research design29

Data Collection Methods30

Rationale for a Qualitative Study31

Rationale for a Quantitative Study31

Analysis and Conclusion31

Instrument for data collection32

Philosophical Framework or Paradigm33

Literature Review of the Study33

Underlying assumption34

Role of the Researcher35

Sample35

Data Analysis Procedures36

Quality and Verification37

Possible alternative to your proposed methods38

Any difficulties and uncertainties39

Explanation of the rationale for the proposed methods39

Informed Consent39

Reliability/Dependability40

Validity41

Ethical Consideration42

CHAPTER 4: DISCUSSION AND ANALYSIS43

Introduction43

Discussion50

Search Engine Advertising50

Division of Search Engine Advertising51

Organic SEO51

Contextual Targeting52

Sponsored Search52

Keyword Advertising53

Allocation of Advertising Positions53

CONCLUSION58

Challenges in the ...