Role of Website and Online Presence in Industrial Product Marketing: An Analytical Study at Roto Polymers, Chennai

P Arun Sabareesh; G Subi Mol

doi:10.34293/management.v13iS1-i4-may.11060

P Arun Sabareesh II MBA, Department of Management Studies, St. Xavier's Catholic College of Engineering, (Autonomous) Chunkankadai, Tamil Nadu, India
G Subi Mol Assistant Professor, Department of Management Studies, St. Xavier's Catholic College of Engineering, (Autonomous) Chunkankadai, Tamil Nadu, India

DOI: https://doi.org/10.34293/management.v13iS1-i4-may.11060

Keywords: B2B Marketing, Digital Channels, Industrial Marketing, Marketing Performance, Online Presence, Website Effectiveness

Abstract

The digital transformation of business operations has fundamentally altered how industrial firms market their products and engage with business customers. This study investigates the role of websites and online presence in industrial product marketing, focusing on Roto Polymers Pvt. Ltd., Chennai. Primary data were collected from 106 B2B customers using a structured questionnaire. The Garrett Ranking Technique was employed to identify the most important digital channels, while Spearman Correlation analysis examined the relationship between website effectiveness and marketing performance. The reliability of the instrument was confirmed through Cronbach's alpha coefficient of 0.943. Results indicate that Official Company Website Presence ranks highest (average score: 69.18) among digital channels, followed by Search Engine Visibility (60.84) and Google Business Profile (54.71). The Spearman correlation analysis reveals a moderately strong positive relationship (r = 0.646, p < 0.01) between website effectiveness and marketing performance. These findings suggest that industrial firms should prioritize investment in website quality and search engine optimization to enhance their marketing outcomes in the B2B context.