NAME: EMMANUEL ASEKA
ADM NO: R/DICTS22/2138
TITLE: ONLINE MARKETING SYSTEM
CASE STUDY: RAY MARKETING
AGENCY
1.0 Background information
Kakamega is a pro-entrepreneurial economy with more than 50% of its businesses
characterized as small and medium-sized enterprises (SMEs). Small and medium-sized
enterprises serve as the backbone of many economies and Kakamega is no exception to this
fact. The value added by SMEs in the economy of Kakamega is double that of those of large
corporation which increases the employment of in the county of Kakamega.
Many medium and small-sized businesses struggle to reach their potential clients giving them
hard times to meet their target in their daily sales. Online marketing applies digital
technologies which forms online channels to contribute to marketing activities aimed at
achieving profitable acquisition and retention of customers through improving customers
knowledge about the products helping businesses to make more sales contributing in the
growth of businesses.
1.1 Statement of the problem
Businesses faces challenges in their online marketing strategies such as data overload and
lack of integration across various platforms which leads to inconsistent customer experience.
This system will address the complexities of multi-channel marketing and ensure data
security to achieve business objectives
1.2 Objectives
General objective
• To develop an online marketing management system that will help small and medium
size businesses to reach their potential clients and to interact with other business
people.
Specific objective
• To develop a system that will allow business owners to create accounts.
• To develop a system that will allow Ads
• To develop a system that will integrate with other E-commerce platforms
1.3 RESEARCH QUESTION
• Will the developed system allow business owners to create accounts?
• Will the developed system allow Ads?
• Will the developed system integrate with other E-commerce platforms?
1.4 JUSTIFICATION OF THE STUDY
This study will allow me to reach to the potential business people in the area I want to cover
which will help me to gather relevant information concerning my online marketing. The
study will help me to know the challenges that business people face to market their products
and I will also interact with them to create self awareness.
1.5 SCOPE
This research is a descriptive case study to be used to explore the online marketing
of small and medium-sized businesses in Kakamega. Thus, the respondents of the
questionnaire will be limited to the businesses located in Khwisero sub-county of
Kakamega and the consumer in that area.
1.6 SIGNIFICANT OF THE STUDY
The contributions of online marketing practices to organizational performance and
competitive advantage cannot be understated. This study contributes to academia,
policy formulation and practice. The focus of this study is on marketing of the
products that belongs to both the small and medium size businesses which is a
major problem for the growth of this businesses.
The findings of this paper provide useful information on different methods of marketing
adopted by firms to increase their competitive advantage and sales.
1.7 LIMITATION OF THE STUDY
Several challenges were encountered while conducting the study which could serve as
avenues for further research. First, since am not familia in the faces of this business
people they decline to cooperate and to give required information. Another challenge
is that I don’t have experience because it is my first time to carry out the research
study.
CHAPTER TWO
LITERATURE REVIEW
2.0 INTRODUCTION
This literature review aims at providing a comprehensive and consolidated
representation on how Online Marketing has influenced marketing of products
and services of business people. In particular, current key concepts that need to
be redefined have been spotted, as well as challenges in the online marketing
sector that need to be tackled with regards, especially, to social media and
mobile marketing. A new structured approach is proposed on how businesses
can stay up to date, exploiting the advantages, while minimizing the effects of
disadvantages, of an almost inescapable decision to adopt, develop and
implement Online Marketing Strategies.
2.1 INTRODUCTION TO ONLINE MANAGEMENT SYSTEM
Online marketing activity is essential in current marketing environment it
establishes a healthy relationship between businesses and customers, leading to
value creation for both sides. Online marketing focuses on the right market
segment, understand needs and expectations and emphasize on creating a loyal
base of customers according to Wibowo et al., 2021.
Online marketing is considered to be one of the most important marketing
channel because is fast, cheap and easy access of consumers to products and
services, with the possibility of completion of buying and selling processes
almost anywhere and at any time. The platform consists of a sum of practices
that allow businesses to communicate and interact with consumers, in a lively
and vibrant way, affecting consumers’ decisions to buy. The aim of this
literature review is to evaluate key-concepts and challenges related to online
marketing sector and propose a new structured approach as a strategic
marketing planning and decision tool for businesses. Online marketing has
advantages which are particularly impactful for small businesses because they
level the playing field and provide accessible tools for growth. Online
marketing offers affordable options like social media ads, email campaigns, and
search engine optimization (SEO) that deliver great results without breaking the
bank.
2.2 BENEFIT OF ONLINE MARKETING SYSTEM
Online marketing systems offer businesses a powerful platform to reach and
engage with their target audience effectively. By leveraging the internet and
digital tools, businesses can expand their visibility beyond geographical
limitations, connecting with customers across the globe. This system offers
numerous benefits that can significantly enhance business growth and customer
engagement. One of the primary advantages is its global reach, allowing
businesses to connect with a vast audience beyond geographical limitations. This
system is also cost-effective, reducing expenses associated with traditional
advertising, such as print media or billboards. Online marketing provides real-
time analytics, enabling businesses to track customer behaviour, measure
campaign performance and make data-driven decisions for better results. The
ability to personalize marketing efforts through targeted ads and email campaigns
improves customer experience and increases conversion rates. Online platforms
facilitate instant communication and feedback fostering stronger relationships
with consumers. Online marketing system is an essential tool for modern
businesses seeking sustainable success in a competitive digital landscape .
