Abstract

This paper aims to identify the key factors behind the popularity of a website, which is the most important tool in Online Marketing. Eight factors (7-Cs plus another “C”) described by Phillip Kotler for effective website design have been taken into cognizance. Those factors are context, content, community, customization, communication, connection, commerce and constant change. Some additional factors have also been considered, for example online ad, offline ad, search engine optimization (SEO), popularity in social media etc. In this study regression analysis has been done to identify the correlation between popularity and those factors. To get more insight discriminant analysis has also been done. It was found that content and popularity in social media are two most important factors behind the popularity of a website. Customization was found as another important predictor. This study concludes that in order to have profitable websites, marketers should design a highly customizable website and put highly creative and versatile contents like news, links and various types of information apart from their regular products and services to attract and retain visitors. Further, marketers should a have Facebook page and try to make it popular to drive visitors to the original website. This study gives useful guidelines for marketers in creating an effective web-based Online Marketing campaign.

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