A PROJECT REPORT

ON

ANALYSIS OF DIGITAL MARKETING IN VARIOUS INDUTRIES

A PROJECT REPORT SUBMITTED TO PUNJAB UNIVERSITY , CHANDIGARH IN

PARTIAL FULFILLMENT OF DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
(B.B.A) (2020-2021)
SUBMITTED TO, SUBMITTED BY,

MS KUSUM MUSKAN ARORA

ASSISTANT PROFESSOR. B.B.A 3RD year

18044592

DEVKI DEVI JAIN MEMORIAL COLLEGE FOR WOMEN

LUDHIANA
 PREFACE
This work is essentially the result of final year project
which is mandatory to be undertaken on the partial
fulfillment of the course B.B.A ( BACHELOR OF
BUSINESS ADMINISTRATION).The project topic is
selected is ” ANALYSIS OF DIGITAL MARKETING IN
VARIOUS INDUTRIES”
 ACKNOWLEDGEMENT

IT is a matter of great privilege to acknowledge the

help and guidance which I received from several
eminent sources.

I am profoundly indebted to my revered supervisor,

Ms.Kusum assistant professor Devki Devi Jain
memorial college for women Ludhiana. I wish to
express my deep gratitude to Ms.kusum for acting
as guide and providing me continuous support and
guidance. This report could not have been
completed without the inputs and the words of
advice from her for which I shall always remain
grateful to her.
I wish gratitude to my other faculty members for taking
keen interest in my project work and fine tuning my
efforts as and when required.

Muskan Arora
 CONTENTS
CONTENTS PAGES
Introduction
Research objective
Scope of study
Research limitation
Literature review
E-mail Marketing Tools
What is e-Mail Marketing
What is PPC
Social Media Marketing
You Tube Marketing
Display Marketing
SEO
Details of Analysis Performed
Mobile analysis
1. E-commerce
Apparel industry
Jewellery industry
Grocery and food retail industry
Restaurant and Delivery industry
2.Real Estate Companies
  Common trends of Top interntional Players
 Common trends of Top national Player
Website Analysis
1 Social media analysis
1.1 Real estate companies.
 Trend of Zillow
 Trend of Trulia
 Trend of Housing
 Trend of Magic brick
1.2 E-commerce Companies
Restaurant and Delivery Industry
1.3 E-mail Marketing
1.4 Pay- Per- Click analysis
1.5 E-commerce companies
Jewellery industry
Grocery industry
Restraurant and Delivery Industry
1.6 Real Estate Companies
Conclusion
Limitations
Bibliography
Annexure
 1.INTRODUCTION:
Digital marketing is the marketing of products or services using digital
technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium. Philip Kotler is
considered as the “Father of Modern Marketing” who is the author of
over 60 marketing books, and provides us with important lessons that
can be applied to our digital strategy. The advent of digital marketing
can be traced back to the days of the 1980s. This was the time when new
innovations were taking place that made the computer system advanced
enough to store information of the customers. It was in the year 1981
when IBM came out with the first personal computer and the storing
capacity of the computers increased to 100 MB in the year 1989. Before
Digital marketing we had Traditional Marketing, which is a
conventional mode of marketing that helps to reach out to a semi-
targeted audience with various offline advertising and promotional
methods which may have evolved over the past few decades, but the
fundamental aspects remain the same. This Traditional Marketing gave
birth to the Digital marketing. Digital marketing encompasses all
marketing efforts that use an electronic device or the internet. Businesses
leverage digital channels such as search engines, social media, email,
and other websites to connect with current and prospective customers.
Digital Marketing is defined by the use of numerous digital tactics and
channels to connect with customers where they spend much of their time
online. There are many types of Digital marketing. Here we can see
about Search Engine Optimization (SEO), Search Engine Marketing
(SEM), Social Media Marketing (SMM).

RESEARCH OBJECTIVES
Primary Objectives:
 To Analysis the mobile Trends of E-commerce companies
and Real Estate players
 To Analyse the Desktop Traffic Trends of E-commerce
companies.
 To Analyse the Social Media Trends of Real Estate
companies.
 To Analyse the Pay-Per-Click (PPC) Trends of E-commerce
and Real Estate companies.
 To Analyse the Email Marketing Trends of E-commerce
companies.

1.EXECUTIVE SUMMARY
Project title: -
“
Digital Marketing & its effects on the Business with reference to Branex.”

Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cell phones, tablets and game consoles to engage with stakeholders.
Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and
mobile) and social networks.
Branex consultancy solutions PvtLtd has emerged as one of the best online media companies in
the American marketplace. The company offers a plethora of services in all online media
platforms. The offerings include marketing and consulting on Facebook, Twitter, LinkedIn,
SlideShare, YouTube, and Google. Though the company was started only two years ago, it is way
ahead of most of competitors through its relentless pursuit of perfection and enormous amount of
creativity which they put in their work. The firm worked with multiple brands on social media
and currently have 4 out of Top 30 brands in Facebook USA.
The project was in the marketing department of Branex. The project was “A study on digital
marketing and its impact on revenue generation with reference to Branex”. This report will help
to get an idea about digital marketing and how the digital marketing has impact on revenue
generation for digital marketing companies and with reference to Branex. Through this study we
will see how online media companies emerging how they are generating revenue and how they
are growing economically and revenue generation models of online media companies
particularly reference to Branex.
Main findings of this internship are given here. American customers are highly information
seekers. They collect more information about a product before buying it. Internet penetration in
USA is key player for this phenomenon. Most of Americans are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly in
high involvement purchases. Brands are getting more touch point to reach their target group in
this digital era. More details about findings are given this report.
 2. INTRODUCTION
To begin with, as a part of the curriculum a summer internship programme was to be conducted
for a period of two months. Given a choice one was allowed to choose the field in which he/she
was interested. As my interest and curiosity was in online or digital marketing I choose to work
with a start-up company named Branex, I choose the start-up company because with start I can
explore myself and why digital marketing? Because it is booming industry, the growth of digital
marketing is tremendous and expected to grow more. Due to this summer internship, I learnt
every aspect of digital marketing include (business development process, content writing, social
media) Marketing practices have dramatically shifted with the rise of social media and
proliferation of devices, platforms, and applications. Your prospective and current customers are
trying to communicate with you, and you can listen and respond faster, and with more
personalization than ever before. This shifting environment presents new opportunities and
challenges for marketers. With digital marketing, it's easy to fall behind. Digital marketing
equips you with the tools you need to assess your organization’s social media and digital
marketing strategy and helps you identify areas of improvement. Useful for individuals from
small- to medium-sized businesses who want to use new media as a vehicle for
growth.Organizations are leveraging digital marketing methods for successful marketing strategy
implementation inbound marketing through publishing content online in the form of portals,
podcasts, e-journals, online campaigns, social media marketing, search services; and outbound
marketing including email marketing, RSS (Really Simple Syndication) feeds and others. A
recent survey of 3300 business executives from various industries indicates that on an average,
34% of a company’s leads come from inbound marketing verses 22% through1 outbound
marketing .

2.1 Digital Marketing:-

Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or
pull) the content via web searches. Web site/blogs and streaming media (audio and video) are
good examples of this. In each of these examples, users have a specific link (URL) to view the
content.
Push
Push digital marketing technologies involve both the marketer (creator of the message) as well
as the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each
of these examples, the marketer has to send (push) the messages to the users (subscribers) in
order for the message to be received.

2.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to
final implementation and testing all are done using latest web designing techniques and skills.
Our services have the advantage of offering clarity in its design style, which is backed up with
an easy and free flowing content and latest technical know-how. Not only we provide
affordable web site design and ecommerce web development services but also search engine
friendly designs. Our Service Includes
 Website Design

 Website Redesign

 Shopping Cart Web Design

 Detailed and Advanced Page Layout

 Custom Logo Design

 Banner Ads

 Custom Graphics Design using advanced design tools.

2.2 Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in a
more personalized way. Digital marketing trends that organizations are rapidly embracing
include
2.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart
phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in
last four years. Therefore an increased user base accessing the internet via smartphones has
prompted many companies to optimize their online content for mobile devices.
2.2.2 Social media:
Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers by
supplying them with medical and campaign-related information.
2.2.3 Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities like
experience sharing, review reading via social media and the evolution of Global Positioning
System (GPS) are helping companies leverage Social-Local-Mobile marketing activities.
2.2.4 Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels.Email
is one of the most preferred marketing channel to broadcast targeted organization messages and
campaigns to existing and prospective customers.

2.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural data.
Advanced actionable analytics can help organizations define targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are
focusing on SEO efforts and paid search advertising for enhancing the visibility of their products
and services.
One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) that has resulted in the increased disappointment with this form of search engine
Advertising. According to experts, the reason behind such high costs is the huge investments
made by large business concerns. Consequently, online business owners have now turned to the
organic search results delivered through search engine optimization to enjoy so many
advantages. There is currently more emphasis given to user-generated content, improved
conversion rates, location- or language specific campaigns, and E-mail newsletters.
The future of online Advertising is going to be more interactive with elevated bandwidth and
computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There is
also every possibility of witnessing browser-specific results in the coming days. Social media
will consolidate their dominance further. They will not only make more revenues, but will grab
the attention of more and more users as well. As far as search engine optimization is concerned,
the search engine algorithms and link determination factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites will be a lot
slimmer to enhance user browsing experience. Last but not least, video search will grow in
prominence with the potentiality to dictate the terms in the world of Internet advertising.
 NEED OF THE STUDY:
Advertising is normally done by a third party known as advertising agency.An advertising
agency is a service based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view to
the effort of selling the client's products or services. An agency can also handle overall marketing
and sales promotions for its clients. Types of ad agencies are

 Full service agencies

 Creative agencies
 Specialized agencies
 In-house agencies
 Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time when
Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was
 Traditional methods are expensive. Compared to digital marketing channels, you could end up
spending lakhs of rupees more.

 Traditional marketing channels fail to provide instant feedback and reports about who saw or
heard an ad, and took action. This data is collected long after the initial ad impression is made
(and still then, the statistics are far from exact numbers).

 Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being
viewed, how often, how long, as well as other statistics such as sales conversions.
The digital landscape is moving at a lightning fast pace. Every industry has been affected by the
advances in digital. Digital marketing is an essential part of this for companies who want to utilise
the power of the internet in order to boost business . The tremendous scope of Internet Marketing
in USA, we have to understand that marketing through the internet can be an entirely
different ball game. In fact it is a potent combination of technology and marketing acumen.
Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One can’t begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs of the clients and visualizes
their needs to deliver what they want.
Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the statistics:

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand
13% post updates about brands they have connected with
 56% said they would recommend a brand after becoming a fan on Facebook
34% of digital marketers have generated leads from Twitter
so as a marketing management student it's very essential to research on such an important
marketing tool and study on its impact on revenue generation will help you to know about how
marketing agencies performing .
 Scope of the project:
1) To understand the digital marketing models.

1) To understand marketing effectiveness.

2) To understand how digital marketing campaign's takes place.

3) To understand how digital marketing agencies works and generating revenue.

4) To understand how digital marketing has impact on revenue generation.

Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to Branex

3. Time of campaigns for some client is more than three months.
4. Advertising expenditure of some companies is confidential so it can’t be revealed

hypothesis

. Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cell phones, tablets and game consoles to engage with stakeholder

. Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement
 3. RESEARCH METHODOLOGY
The research design and methodology is presented as follows

3.1 Data collection:

 The task of data collection begins after a research problem has been defined and research
design has been chalked out.
 While deciding about the method of data collection to be used for the study, the research
should keep in mind two types of data viz. Primary and Secondary.

3.2 Sources of data

a)Primary Data.

b) Secondary Data.

3.2.1 Primary data:

The observation method is the most commonly used method. Data pertaining to digital marketing
process and most of information is collected from project guide in the company. Questionnaire
method is also very widely used in order to give a structure to the entire study.

3.2.2 Secondary data:

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies. To meet the objectives, the study used qualitative research. The descriptive
study was done through review of existing literature that helped in validation and extraction of
the important variables and factors. Data was collected from secondary sources. Secondary
sources were magazines, websites, books, office executives, and company data.
 4. COMPANY PROFILE

Branex, a digital marketing firm with a performance-based pricing strategy, is Gearing up to

serve clients in over 150 cities in USA, in addition to setting up shop in Singapore and the
Middle East by the end of next fiscal.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user
Contact and Immediate Problem Resolution is our Strength.

VISION

Our vision is to set the high standards for Digital marketing & Technology around the world,
across all industries through hard work, innovation and creativity until the preferred outcome is
achieved.

WHAT THEY DO

Branex’s services entail Facebook brand building suite, Twitter strategyplanning and
implementation, social media platform connects, strategy on social media applications and SEO
and Google AdWords PPC. Its clientele spans across sectors and includes companies such as
Myntra, Infibeam, Indus League, HI design, MakeMyTrip and Toyota, to name a few. While 75
per cent of its clients are acquired through referrals and online marketing.

Digital Marketing and Customer Acquisition

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO), we
ensure that you reach your objectives in the best possible way.

Plan companies social media campaigns to reach your exact target market with the right
communication message.

Understanding brand message and creating interactive videos to showcase your brand presence is
our speciality.
Creating custom mailer designs and execute them to drive your inbound marketing strategy.

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to
your audience across multiple platforms. We ensure that whatever we deliver has the highest
quality of experience.
Creating integrated campaigns to create brand presence and recall in the mind of your audience.

We help understand the key pain areas of your CRM process and ensure the elimination of
negative impression of your brand across the web.

Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and
purchase products, leveraging technology in your favour to increase your revenues.
Our visualizers think out of the box every day, thus helping you to leverage on existing content
through innovative concepts to gain revenue.

Apps specifically conceptualized and designed to meet your business objectives. Our team of
highly skilled visualizers, designers and developers, ensure that your users will experience only
the best.

Digital Media Distribution and Solutions:

Brand campaigns using a mix of media and marketing. We partner with some of the largest
music labels globally.
Distribution of music, videos & other digital content across devices. Our platform and analytics
power some of the largest labels globally.

Want to launch a story telling campaign built around music/videos/films celebrities.

4.1 MAJOR CLIENTS OF THE COMPANY:

 INDUSTRY ANALYSIS
The American Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the American economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channelling the energy of and building aspirations among USA’s millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of large
parts of the American economy. M&E industry consist of TV, Print, Films, Radio, Music, OOH,
Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the American media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with 2012
and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a CAGR of
14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each, followed
by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per
cent) and OOH with 9.2 per cent expected CAGR.
According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) ,
up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media
advertising expenditure in 2013, up from 5.5% share in 2012.

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as
against 938 million TV viewers in the same year. This means that the internet user population
will be approximately 53 per cent of the total number of TV viewer in the country in 2018
compared to 27 per cent in 2013. This shift towards the digital media is important for digital
media strategists to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market among
various ad types like search ads, display ads, mobile ads, social media ads, email ads and video
ads. By seeing this breakup we can understand marketer are giving importance to all venues to
place ads.

Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media Group,
Digital Law & Kenneth, Pinstrom.
Business Model of Industry:

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients, agency
while find out the portals or websites where the T.G is present. Later give the order to DSP or
ATD, this order contains details regarding where to place ads or which portal is requiring to
placing the ad. This DSP/ ATD will bid in ad exchange for that portal. Otherwise agency can
directly approach to ad networks and give orders. These ad networks buy the inventories from
publisher and give to agency. From publisher view he can sell inventories through Ad networks
or through SSP. If publisher give to SSP, they will place those space in ad exchange for bidding.
Through ad exchange DSP/ATD will buy those inventories. Bidding will not only for space but
also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of online
media advertising inventory from multiple ad networks. The approach is technology-driven as
opposed to the historical approach of negotiating price on media inventory.
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory
to manage multiple ad exchange and data exchange accounts through one interface. Real-time
bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP,
marketers can manage their bidsfor

The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers of
the world use a supply-side platform to automate and optimize the selling of their online media
space.

Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in USA.
Generally, in the American advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first time.

1) Threats of New Entry

 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge amount in
backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually look the past
experience of agency.
 Government regulations in the digital advertising are low. While comparing with M&E
industry.
2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and affinity will charge
high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
 3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with performance
of agencies.
 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.

 Main competitor for Digital advertising is TVC, but trends are now changing FICCI-KPMG
report of 2014 showing growth of digital is very high while comparing with others media.
 But media consumption through radio is increasing now.
5) Rivalry by existing competitors
 At present competitors are low, but it can be increase in future. Because lot new players are
coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations to
employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.

 High bargaining power of suppliers.
 Bargaining power of buyer is medium, but in coming year there is chance for increase. Due to lot
of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique campaign
for client.
 American market is a potential market for digital advertising due to high internet and mobile
penetration.
 6. LITERATURE REVIEW
1. Neelika Arora 32has published research article entitled “Trends in Online Advertising” in advertising
Express, Dec2013.
The global online advertising revenues are expected to touch US $10bn by 2015. In USA, the
revenues at present are estimated to be Rs.80 cr. and are expected to increase six times more
within the next five years. In USA, Internet as a medium is accepted by a wider industrial
segment that includes automobiles, telecom, education, banking, insurance, credit cards, FMCG
(Fast Moving Consumer Goods), apparel/clothing, durables, media, business services and
tourism. Out of these, it is estimated that the banking, FMCG and insurance sectors together
account for 45% of the total advertising spend. In comparison to this, automotive, travel and
retail spend 37% of the total advertising revenue and financial service companies spend 12%
only. Some of the top spenders in USA are automobiles, followed by brands like Pepsodent,
Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk.
In addition to these the early adopters in the field of finance and IT are also increasing their
spending. Globally, the trend is that almost 60% of the revenue goes to five firms- Goggle,
Yahoo, Microsoft, AOL(America Online Launchers), and Overture. Approximately, 90% of the
Goggle revenues come from advertising. In USA, portals like USAtimes.com,
exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online spender.

This article explains demographic profile of American users. It also gives the comparison
between global trend and American trend, which is useful for my research work.

2.Sumanjeet37 has published article on “On Line Banner Advertising” in American Journal of
Marketing.

Online banner advertising has great potential as an advertising medium. It is easy to create, place
and use. It offers companies targeting well educated, innovative, affluent males/females or
students with great potential for success as their segments are highly represented.

3. Jaffrey Graham45 has published his article entitled “Web advertising’s future e-Marketing
strategy” Morgan Stanley Dean Witter published an equity research report analysing the Internet
marketing and advertising industry. The report studies research from dozens of companies and
calculates the cost and effectiveness of advertising across various media. Branding on the
Internet works. For existing brands, the Internet is more effective in driving recall than
television, magazines, and newspapers and at least as good in generating product interest.

4. Advertising in social media: How consumers act after seeing social ads. Adapted from Nielsen
(2012: 10). Social media has not only changed how people communicate online, but it has also
changed the consumption of other media too. Online social connections are used to filter,
discuss, disseminate, and validate news,

entertainment, and products for consumption. (Ryan 2011: 15) The next chapters will explain
more about each of the world‘s current most widely used social medias. There are, of course,
many other social networks and applications (apps) available but considering the study, the focus
is on the main Medias.

5. Vikas Bondar has published his article on “sales and marketing strategies” Internet is a really
good thing. The Internet gives people a gre ater amount of information as we need. It is the best
way to get a comparison of the products that we need. If we are interested in buying, it is best
for us to check the Web sites. Also if we would like to make our own Web page we can do this,
without paying a lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more.
Year after year we get more and more new, interesting information and in the future the Internet
use will increase more than now. This article explains how internet is useful tool for
advertisement.

6. According to Garder‘s survey (2013), the top priority in digital marketing investment will be
to improve commerce experiences through social marketing, content creation and management
and mobile marketing. Key findings also revealed that a company’s marketing success relies
mostly on their website, social marketing, and digital advertising, which are all parts of digital
marketing. In addition, savings made by using digital marketing can be reinvested elsewhere.
Normally, companies spend 10 percent of their revenue on marketing and 2.4 percent on digital
marketing, which will increase to 9 percent in the future.
7.J Suresh Reddy26 has published article in American Journal of Marketing. Title of article is
“Impact of E-commerce on marketing”. Marketing is one of the business function most
dramatically affected by emerging information technologies. Internet is providing companies
new channels of communication and interaction. It can create closer yet more cost effective
relationships with customers in sales, marketing and customer support. Companies can useweb to
provide ongoing information, service and support. It also creates positive interaction with
customers that can serve as the foundation for long term relationships and encourage repeat
purchases.

8.Economic times published article on “American companies using digital marketing for competitive
advantage” in Oct 2014.

According to this article a growing number of marketers in USA are leveraging digital marketing
to increase their competitive advantage, a research by Adobe and CMO Council has revealed.
According to the study, USA leads in the confidence in digital marketing as a driver of
competitive advantage. Ninety-six per cent of the American marketers have high confidence in
the ability of digital marketing to drive competitive advantage. It is among the highest in Asia-
Pacific APAC with only Australia leading with 97 per cent, the research said. However, while
American marketers believe that the key driver to adopting digital is a growing internet
population (70 per cent in USA against 59 per cent in APAC), their belief that customer
preference and digital dependence drive the adoption of digital, and that digital can engage the
audience, is lower than the APAC averages, it added.

The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled through
quantitative surveys with over 800 marketers across the region.
Marketers from Australia, Korea, China, USA, Hong Kong, Singapore and other countries were
covered. "However, while USA is an emerging leader in Digital Marketing, it has dipped in its
own performance this year as compared to the previous year. It is important to note that USA
scored much higher than the APAC average last year," it said.

Adobe Managing Director South Asia Umang Bedi said that customer preference and digital
dependence would increase along with the increase in penetration of internet in the American
market. "Therefore, what would matter is how the American marketers are able to increase
engagement and activate audience through digital marketing. This presents challenges in
programme planning, execution and most importantly measurement," he added. The study also
revealed that compared to their APAC counterparts, American marketers are receiving lesser
support from channel and sales teams for increasing digital spends. However they are doing
better as compared to last year suggesting that departments that have a customer interface are
realising the importance of digital marketing in augmenting their effort.

9. Andy mallinson in digital marketing magazine on Jan 23 2015 published article titles how
social media engagement will impact the retail space it says

Retailers mustn’t underestimate the power of social engagement as a method of generating sales.
This was proved by Wanted Shoes, who recently worked with us to design and integrate a ‘social
catalogue’ onto their site. The social catalogue depicted real-life images of products that
customers had recently purchased. When hovering over a post, users of the site were then
directed to a link to buy the exact shoe displayed in the picture, or alternatively, were able to
shop for other shoes from that designer.

Supporting the concept that that social media engagement can facilitate purchase orders,
according to Nielsen, 77% of shoppers say ‘social exposure’ and validation to a product is the
most persuasive source of information, and does indeed drive them to make more purchases.
After all, we mustn’t forget how powerful the trust of our peers can be, and this has a direct
impact of driving revenue.

As Wanted Shoes experienced, by showcasing its products in a customer driven catalogue, they
were able to boost revenue and encourage more people to engage with their brand. Following
this example as well as the other retail giants that have enjoyed impressive results through social
channels, the retailer that ignores the power of social engagement in 2015 could potentially miss
out on a substantial revenue stream – one that could decide the difference between success and
failure in an increasingly competitive retail landscape.

10. Avinash kaushik is an American entrepreneur published an article in dec 2014 titled digital
marketing and analytics are two ladders of magnificent success.
 7. DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a

collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness.  Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.
7.1 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking the
content, such as display advertising on websites and news blogs. Email, text messaging and web
feeds with customized

Contents can also be classed as push digital marketing when the recipient has not actively sought
the marketing message. Push marketing allows you to target your demographics and use your
marketing dollars to promote your product to the people you know are interested in what you
have to sell. A push marketing campaign can be more expensive when it comes to upfront costs,
so you really need to be sure that your marketing is going to reach the right people at the right
time. Behaviour targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged.

While a pull marketing campaign can be less expensive to get started, you will incur costs in
other ways. For example, if you are running a social media campaign, you will need to hire
someone to manage your social media and respond to people who leave comments or ask
questions. Social media gets people talking and that has a major impact on sales.

Pull marketing also requires a greater investment in time, but it gives you more ability to
entertain your customers and educate them about your company. But don't get confused by
seeing Email in push and pull, there is a difference. If marketer is sending emails with
customized content or banners to specific group of customers is push digital marketing. If
marketer is sending emails with the same content or banner to all customers is pull digital
marketing.
 8.DIGITAL MARKETING CHANNELS:

8.1 SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic search,
news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms or keywords typed into search engines and which search engines are
preferred by their targeted audience. Optimizing a website may involve editing its content,
HTML and associated coding to both increase its relevance to specific keywords and to remove
barriers to the indexing activities of search engines. Promoting a site to increase the number of
back links, or inbound links, social book marking, directory submission is the SEO tactic.
 SEO OR
ORGANIC

8.1.1 Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL  to theme related Directory like if your site is Health
Related you should Submit your site URL to Health related directories sites for getting Back link

from them.
 Types of Directories: –There are basically three types of Directories Submissions

1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will approved hand to hand or within
24 hours you will get fast back links from this type of submission. Some sites offer this package
for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for free or
regular submission but there is no guarantee for getting approved your link by Administrator and
it will take lots of time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site when
you activate Directory Link then Directory administrator will approve your link.

Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and tools
are used to submit directories it will save time and with the help of automated huge amount of
submission done in short time.
2. Manually Directory Submission: – It is done by manually and it will take lots of time to
do directory submissions.
3. Process of Directories Submissions
1. Open a Directory Site
 2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured
Lifetime Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10. Choose Category related to your Site
11. Then Click on Submit Link

Then Confirmation Message will Display for your Submission and you will received a
confirmation mail you must confirm it by clicking that link some sties send confirmation mail
some doesn’t send it.
8.1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see
because they find it interesting, valuable or cool. In a way, social bookmarks are just like the
bookmarks you already have on your private computer. The difference between the two is that
social bookmarks are saved to the web where they can be easily shared while private bookmarks
are saved to your own browser. The idea behind social bookmarking is simple: post links on
popular social bookmarking websites to increase your own traffic and gain an ongoing stream of
new readers and customers. Content that are openly shared with other Internet users literally
have unlimited growth potential. For example, one link can quickly multiply and reach
thoAmericands of desktops across the world if one user passes it on to others, and those users in
turn do the same, and so on. Online marketing has gravitated away from true-and-tried ad and
affiliate marketing toward the rapidly growing world of global social networking. Social
bookmarking is a great traffic-boosting search engine optimization (SEO) strategy because it’s
easy, effective and trendy.

8.2 SEM (Search Engine Marketing):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts or
rewrites website content to achieve a higher ranking in search engine results pages, or use pay
per click listings.
 SEM/PAID ADS

SEM/PAID ADS

There are four categories of methods and metrics used to optimize websites through search
engine marketing.
1. Keyword research and analysis involves three steps ensuring the site can be indexed in the
search engines, finding the most relevant and popular keywords for the site and its products, and
using those keywords on the site in a way that will generate and convert traffic. A follow-on
effect of keyword analysis and research is the search perception impact. Search perception
impact describes the identified impact of a brand's search results on consumer perception,
including title and Meta tags, site indexing, and keyword focus. As online searching is often the
first step for potential consumers/customers, the search perception impact shapes the brand
impression for each individual.
2. Website saturation and popularity, or how much presence a website has on search engines,
can be analyzed through the number of pages of the site that are indexed on search engines
(saturation) and how many backlinks the site has (popularity). It requires pages to contain
keywords people are looking for and ensure that they rank high enough in searchengine rankings.
Most search engines include some formof link
Popularity in their ranking algorithms. The following are major tools measuring various aspects
of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market leap’s
Link Popularity and Search Engine Saturation.
8.2.1 Pay per click (ppc):
Pay per click (PPC), also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when the
ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”
With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Content sites commonly charge a fixed price per click rather than use a bidding system. PPC
"display" advertisements, also known as "banner" ads, are shown on web sites or search engine
results with related content that have agreed to show ads.
In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site,
PPC implements the so-called affiliate model, which provides purchase opportunities wherever
people may be surfing. It does this by offering financial incentives (in the form of a percentage
of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the
merchant. It is a pay-for-performance model: If an affiliate does not generate sales, it represents
no cost to the merchant. Variations include banner exchange, pay-per-click, and revenue sharing
programs.
Pay-per-click = Advertising cost ÷ Ads clicked
There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This value
is based on the type of individual the advertiser is expecting to receive as a visitor to his or her
website, and what the advertiser can gain from that visit, usually revenue, both in the short term
as well as in the long term. As with other forms of advertising targeting is key, and factors that
often play into PPC campaigns include the target's interest (often defined by a search term they
have entered into a search engine, or the content of a page that they are browsing), intent (e.g., to
purchase or not), location (for geo targeting), and the day and time that they are browsing.

8.2.2Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid
for each click. In many cases the publisher has a rate card that lists the pay-per-click (PPC)
within different areas of their website or network. These various amounts are often related to the
content on pages, with content that generally attracts more valuable visitors having a higher PPC
than content that attracts less valuable visitors. However, in many cases advertisers can negotiate
lower rates, especially when committing to a long-term or high-value contract. The flat-rate
model is particularly common to comparison shopping engines, which typically publish rate
cards.However, these rates are sometimes minimal, and advertisers can pay more for greater
visibility. These sites are usually neatly compartmentalized into product or service categories,
allowing a high degree of targeting by advertisers. In many cases, the entire core content of these
sites is paid ads.

8.2.3Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction.  Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword.  The winning
advertisers then pay for each click on their advertisement, based on the amount they bid.  The
common practice amongst bid-based PPC websites such as Google Ad Words, is to charge a
small amount more than the next highest bidder. As you can see, Payper Click can be a
massively effective means of directing targeted traffic to your website, and is relatively
inexpensive.  While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive clicks
by corrupt web developers or competitors out to cost you additional money.  If used properly,
you can find new customers with ease using Pay per Click. It might also be beneficial to find a
reputable pay per click company to assist you with your campaigns.

8.3. SMM (Social Media Marketing):

Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g.,
web sites, social networks, instant messages, news feeds) about an event, product, service, brand
or company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned media rather than paid media.

8.3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to express
and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to successful social media
marketing.
8.3.2 Facebook Marketing

Facebook is the world's mostpopular social network for both businesses and individuals. With
over one billion users, your friends and fans are likely already using the platform and you should
be too. In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook. Face book marketing requires a good intellects and unique thinking to make the
campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.

Facebook is a low-cost marketing strategy

Marketing activities that would cost the Americands of dollars through other channels can be
used on Face book for a fraction of the cost. This makes it ideal for small to medium businesses
with a limited marketing budget. Larger businesses can also trial marketing concepts and themes
through Facebook before committing to bigger campaigns.
Share basic information about your business
Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about your
staff, history, or any other aspect of your business that is likely to attract other Face book
users and create interest in what you do.

Share pictures and videos from your business

As well as allowing you to post text, Face book lets you upload pictures and videos from
your business. This can be a powerful way to communicate with customers and potential
customers, allowing them to see your product or service without having to visit your
premises.

Facebook also allows users to 'tag' photos to indicate if a Face book friend appears in them.
This function can be used to promote your business. For example, a tour operator could post
a photo on their page of a group going white-water rafting, then invite each participant to tag
their image in the photo. Each tagged image will show up as an update on the participant's
Facebook account, where their friends will see it too. This increases the level of interest in
the picture, and your business.

If you do decide to use tagging, be careful. It can be a privacy issue, and some Facebook
users are sensitive about being tagged in photographs. For this reason, it is better to ask
participants to do the tagging, rather than doing it on their behalf. Talk to existing and
potential customers.

You can use Facebook to 'talk' to existing and potential customers by posting and receiving
messages. But don't use Facebook to aggressively promote your products or services. You'll have
much greater success if you share information related to your business that is actually useful or
interesting to other users. This increases your credibility and promotes your business by building
long-term relationships with other users. For example, a veterinarian could post tips for looking
after pets, timing them according to when particular health issues arise (e.g. ticks in summer).
You should also listen as much as you talk. Paying attention to what the market thinks about
your business, your industry, a product or a marketing campaign can provide valuable insights.
Provide customer support
Customers can post after-sales questions on your Facebook wall, and your staff can answer them
there. This is often more efficient than staff answering phone calls, and allows other customers to
read common questions and answers without having to approach you individually.
Raise brand awareness and promote positive word-of-mouth
You can increase your business's profile on Facebook by encouraging existing and potential
customers to click the 'Like' button on your Facebook page. Once they like your page, your
customers will receive your updates on their wall, where their friends will also see them. This
helps to build awareness of your business, and to associate your friends with your brand.
Customers can also post positive messages about your products or services, shared on their walls
for all their friends to see.
Facebook can steer traffic to your website
You can include a link to your website on your Facebook page. Indeed, many businesses report
that the greatest benefit of Facebook is the extra traffic that it steers to their site. Visitors who
come to the website can be exposed to stronger marketing messages and, often, the option of
buying goods and services. Customers who come to your website from Facebook are likely to be
more receptive than the average visitor, because they already know something about your
business and were motivated to click the website link.
Targeted advertising
Facebook was designed as an interactive online forum that encourages members to share
information via photos, video clips, links and written posts. While account owners ultimately
have control of what remains on their public profile, there is little control over who posts
information or what those posts contain. It is relatively easy for a competitor, angry customer or
disgruntled employee to post accusatory comments that are inflammatory, derogatory or
otherwise slanderous to your business on your Facebook wall. Even well-meaning posters may
use language or photos that are not in line with the image you want to maintain for your
business. Maintaining vigilant control over the content that appears on your Facebook page takes
the time and effort of approved content monitors, which can be costly and time-consuming for
small business owners.

Cost of Maintenance
Content pages must continually be updated with new information that readers will find useful,
beneficial or interesting for Facebook marketing to be effective. This requires development of a
detailed innovative social media marketing strategy a costly investment for small advertising
budgets. Facebook marketing strategies include video product demonstrations, interactive forums
and online contests, all of which must be created, uploaded, monitored and maintained by a
business owner, staff member or social media advertising agency.
Competition
Marketing platforms executed via Facebook are open to easy duplication by competitors. Rival
business owners can easily pose as “friends” or “fans” to gain access to your content. Photos,
artwork and other images posted to your site are easily accessed and reused by visitors and can
show up in other places you may not approve of.
Professionalism
Social media platforms like Facebook were created to facilitate the casual sharing of information
that may not mesh with the professional reputation you want to establish for your business. For
example, Facebook marketing of a nightclub needs to be vastly different from Facebook
marketing of a doctor’s office or law practice. Care must be taken to develop and maintain a
Facebook presence that reflects your corporate philosophy, or it could place your company at a
disadvantage.
8.3.3 Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience

The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations
around a specific topic. Clicking on a hashtag takes you to search results for that term.
3.5 Pinterest:
It is a visual discovery social network. It is a way of sharing images of anything, from fashion to
pets to pot plants. You can create your own online pinboards to suits any theme and share it with
likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hit wise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating boards

that are culture and lifestyle related. You can create boards on trends, behind the scenes,

preliminary sketches for products.

8.3.6 Instagram:
Instagram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instagram account with Facebook, Twitter, Tumblr,
Flickr,Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.
When it comes to brands and businesses, Instagram goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover,
Instagram provides a platform where user and company can communicate publicly and
directly, making itself an ideal platform for companies to connect with their current and
potential customers.

8.3.7 Google +:
Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that associates
web-content directly with its owner/author. It is the second-largest social networking site in the
world after Facebook. 540 million monthly active users are part of the Identity service site, by
interacting socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube
comments.In October 2013, Google counted 540 million active users who used at least one
Google+ service, of which 300 million users are active in "the stream".
With most marketers comfortable with using Facebook for their primary social media marketing
tactics they quite often don’t see the other opportunities. Here are some compelling reasons to
register and start using a Google+ page to complement your Facebook page, your social media
and digital marketing activities.
Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They
allow you to create online meetings that are limited to 10 active users but it allows you to stream
YouTube video to an unlimited number of viewers. Hangouts provide a way to engage with
small groups of customers that you may want to share important information and/or educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is
from its Google ad words and search advertising. It doesn’t need to force you to pay to be visible
on Google+. Facebook has increasingly applied its Edge rank technology that filters the updates
that are seen by people that have liked your brand’s “Facebook page”. Some research shows it at
less than 15% and shrinking. This is so they can force you to spend to advertise on Facebook to
get attention. It has become “pay to play” Google plus does not filter (censor) your updates to
followers that are following your page.
No ads
Point two leads to another advantage. There are no annoying advertisements on Google plus. No
distractions and no one wanting to sell you weight loss or dating services.

Social signals
Google wanted to enhance its search engine capabilities by having humans vote on what content
they liked. (That is the Google+ button). This is now built into Google’s search algorithms to
ensure that Google remains relevant on the web. This makes certain that your content is
receiving votes (social signals) when you are participating on Google+.

3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet
after Google, who owns YouTube. YouTube video watching is a significant activity on the
Internet, with over 1 billion visits to YouTube daily and over 100 million videos watched daily.
And it's easy for anyone who sees your video to rate it and share it with his Social Network.
Pros:
Vast Audiences for your Video

The success of any business depend upon its visibility and youtube gives you that very much
required exposure with little or no effort at all. It is just the matter of selection of uploading your
video under right place, under right category. So it is very easy and more likely to reach masses
when you use youtube for your videos, and hence chances of clever video to grab viewers’
attention and go viral, is quite high on youtube, when self-hosted videos(websites). Anybody can
embed videos on their websites, blogs etc. and if good, your video will also be approachable
from outside of youtube. In case you want your video to be viewed by selected number of
people. You can do that by making it private.
Save Dollars with Free Video Hosting
If you are planning to host your videos on your own video hosting server or thinking about
getting licence from a video platform then you have to take in account, this extra burden of
dollars on your wallet. Though Google don’t promote commercial video sharing but has now
made an amendment in the terms and conditions for sharing original contents of brands. It is
one time investment and you would be happy to upload your content on YouTube as you are still
saving the additional design and functional costs. Hence, if you compare the current cost for
licences of video platform YouTube brand channel is a smart bet.
8.4 ODA (Online Display Ads):
Display advertising is a type of advertising that is located on websites. It can be seen in a wide
range of different formats and contains items such as texts, images, flash, video and audio. The
main purpose is to deliver general advertisements and brand messages to the plus 40 million
people connected to the Internet each month.

 It is important to choose the right format because it will help to make the most of the medium. It
is also possible to add:

 Video
 Expendables: flash files that expand when the user interacts on mouse over
 Overlays: ads that appear and that it is possible to remove clicking a close button;
 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by the
creative.

Standard size

IAB has also created a universal standard for display ad sizes Page text. There are four
dimensions that have been decided as universal and are respectively:

 Banner 728 x 90
 Rectangle 336 x 280
 Skyscraper 160 x 600
 Square 250 x 250
8.6 MMT (Mobile Marketing):
Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information that
promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach
the consumer. SMS initially received negative media coverage in many parts of Europe for being
a new form of spam as some advertisers purchased lists and sent unsolicited content to
consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has
become the most popular branch of the Mobile Marketing industry with several 100 million
advertising SMS sent out every month.

8.6.1Ways of mobile marketing:

MMS
MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This
mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones
produced with a color screen are capable of sending and receiving standard MMS message.
Brands are able to both send (mobile terminated) and receive (mobile originated) rich content
through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some
networks, brands are also able to sponsor messages that are sent P2P (person-to-person).
Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing
campaigns at House of Blues venues, where the brand allows the consumer to send their mobile
photos to the LED board in real-time as well as blog their images online.
Mobile web marketing
Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an
option. The Mobile Marketing Association provides a set of guidelines and standards that give
the recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and
other major mobile content providers have been selling advertising placement on their properties
for years already as of the time of this writing. Advertising networks focused on mobile
properties, SMS resellers and advertisers are also available. Additionally, web forms on web
pages can be used to integrate with mobile texting sources for reminders about meetings,
seminars and other important events that assume users are not always at their computers. In
addition Mobile websites are another aspect of mobile web marketing and can be a tool than can
used to help make purchasing goods and services easier as well as create better communication
opportunities between trades.

QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their
phone's camera, instead of manually entering a URL. The resultant URLs typically include
tracking features which would be unwieldy if typed by the customer. Originally approved as an
ISS standard in 1997, Denso-Wave first
Developed the standard for tracking automobile parts in Japan.QR codes have been growing in
popularity in Asia and Europe, but have been slow to be adopted in North America. Some high-
profile QR campaigns in the United States have included billboards by Calvin Klein in Times
Square, QR codes for every SKU in Home Depot and Best Buy stores, and a scavenger
hunt promoting Starbucks and Lady Gaga.Apple pass bookImplemented as a native app for
iOS6, has employed QR codes as one of the ways that the iPhone (or iPod Touch) users can take
a real world action. I.e. scan the Barcode on their Passbook Pass. In addition to QR codes,
the Passbook (application) also supports PDF417 and Aztec 2D Barcodes.

8.7 EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people using email.
In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done
to either sold lists or a current customer database. Broadly, the term is usually used to refer to
sending email messages with the purpose of enhancing the relationship of a merchant with its
current or previous customers, to encourage customer loyalty and repeat business, acquiring new
customers or convincing current customers to purchase something immediately, and
adding advertisements to email messages sent by other companies to their customers.
Types of email marketing
Email marketing can be carried out through different types of emails:
Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose must
be "to facilitate, complete, or confirm a commercial transactions that the recipient has previously
agreed to enter into with the Sender", along with a few other narrow definitions of transactional
messaging. Triggered transactional messages include dropped basket messages, password reset
emails, purchase or order confirmation emails, order status emails, reorder emails and email
receipts.
The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to engage customers: to introduce or extend the email
relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or
up-sell products or services.
Many email newsletter software vendors offer transactional email support, which gives
companies the ability to include promotional messages within the body of transactional emails.
There are also software vendors that offer specialized transactional email marketing services,
which include providing targeted and personalized transactional email messages and running
specific marketing campaigns (such as customer referral programs).
Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate a
promotional message (for example, an announcement of a special offer or a catalog of products).
Companies usually collect a list of customer or prospect email addresses to send direct
promotional messages to, or they can also rent a list of email addresses from service companies,
but safe mail marketing is also used.
 9. AIDMA AS AISAS IN DIGITAL ERA
AIDMA widely accepted model describing the psychological process leading up to the
consumer’s decision to purchase a product. This model is similar to AIDA model. The AIDMA
Model was first advocated by Roland Hall, an American economist, around 1920.
According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action. This
model has been used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was developed
to observe behaviours based on the understanding that the Internet has become prevalent, and
that consumers now have access to environments in which they can obtain and transmit
information themselves.
In this model, the key processes are: Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then
makes a purchase (Action), after which information is shared with others. In comparison to
“AIDMA,” the psychological process has become more compact, and the Action process has
expanded.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able to
create awareness and internet without digital. But it will not lead to action in current scenario.
Customers need more information in present era; they are information seeker and always search
for best deal. Brands can’t sustain without digital media.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So well,
why do so many organizations use the medium? Simply put, it is due to the numerous advantages
that online advertising offers. These are discussed in the paragraphs ahead.
Reach
The ability of the online medium to target a certain demographic of users is one of the greatest
advantages of digital advertising. In addition, the geographical reach of the online medium is far
greater than that of traditional media. It’s not only cost effective to achieve a wider geographic
area but the ads can also be targeted to the desired audience. For example, if an advertiser is keen
on selling his or her products targeted to a certain demographic of people, it is quite possible
through online advertising. Digital advertising has matured to the extent that web publishers,
media agencies and advertisers themselves know the optimal ways and websites for a certain
category of products or services.
Measurement

With various tools becoming available, tracking effectiveness of ad campaigns is becoming

possible today. In other words, measuring Return of Investment (ROI) is increasingly possible
today. Organizations that were previously reluctant to spend online, now realize that the online
medium does offer means to alleviate any such fears. Moreover, when properly designed online
marketing campaigns generate the desired results, advertisers are further encouraged to continue
advertising online.
Interactive and Engagement
The Internet is arguably the most interactive and engaging medium among various others.
Interactive campaigns have become a norm with the power of the online medium. One such
advertisement worth mentioning is the campaign by AXE where the end user could alter the
smile of a woman as he/she liked to i.e. in an interactive framework. The advertisement struck an
instant chord with the youth to which AXE the brand is positioned for Customers are basically
just a click away from the advertisers. In other words, direct response between end users and
advertisers is possible through the online medium.
Time
Through the Internet, an advertiser can reach a desired target group or demographic in a much
shorter time frame. For example, if an advertiser needs to plan some sort of ambush marketing,
the online medium can be an effective means of achieving it. Even otherwise i.e. for regular
marketing campaigns, the total time necessary to complete an online advertising campaign is less
than that of traditional advertising methods.
Cost
When compared to traditional forms of advertising, digital advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time, advertisers
are charged only when visitors click on their ads. The various payment models are discussed in
detail in the next section.
Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some specifically
defined action
 10. DIGITAL MARKETING IMPACT ON REVENUE
GENERATION
Digital marketing is a new trend in marketing, unlike traditional marketing most of companies
not use their own marketing channels for digital marketing mostly it can be outsourced to third
parties like digital marketing agencies like Branex consultancy ltd. Companies like Branex
generating revenue using digital marketing it has great impact on revenue model of these
companies. Spending’s of various companies on digital marketing is a revenue for digital
marketing agencies like Branex.

10.1 Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At the
high end, for global enterprises, are the agency holding companies with hundreds of full-service
digital agencies around the world. There are also boutique and specialty agencies that provide
channel-specific digital marketing services such as mobile messaging programs, social media
marketing, or SEO link-building campaigns. And there are agencies that focus on strategy and
professional services, such as branding or web design. Like any organization, each type of
agency has its own strengths, weaknesses, and culture. Digital agencies also can be differentiated
by their focus on professional services versus proprietary technology platforms. Agencies that
emphasize their professional services capabilities recommend and use third-party technology
such as PPC campaign management platforms, SEO tools, and social media management
platforms to manage their clients’ data and digital campaigns. These agencies view their role as
strategists that can analyse and interpret data to provide actionable results and achieve their
clients’ goals.Agencies that develop and offer proprietary tools view their platforms as a
competitive advantage over third-party toolsets that are widely available. The plethora of digital
channels has left many advertisers drowning in data. By providing technology platforms that are
built and customized to client needs, these agencies believe they are providing unique and
critical automation tools that collect, analyse, and optimize data for their clients.

10.2 The Benefits of working with a digital agency

Agencies owned by large media or holding companies can provide the following benefits:
 Diversity of capabilities from co-owned media properties.

 Built-in sister agency relationships and priority referrals.

 In-network efficiencies.
 11.RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.
 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.

Managerial Aspect of the problem:

 To define SWOT for the client.

 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.

Business Aspect of the problem:

 To find better business opportunity for ROW.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.
 12. FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of digital
marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in today’s
scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have complete
knowledge about the digital marketing and also explaining how we are better than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will think about
other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sector and then
call them in fact sometimes the company itself call having seen the E-mailer.
6. American customers are highly information seekers. They collect more information about quality,
price and refer customer’s experiences before purchasing a product.
7. Advertisements have high impact for creating stimulus in American customers. But this stimulus
will get in to action only through opinion leaders.
8. American consumers have high tendency to go for online purchase. They have high affinity to go
online for electronic products and apparels.
9. One of the current trends in American youth and young Americans are watching the T.V
programs via online portals. May be the main reason is convenience of time, they can watch
programs which they had skipped due to some reasons.
10. The same thing is happening for the newspaper also, people have more affinity towards online
news portals. Here's the reason may be they can get news updates very early; they don’t need to
wait for daily newspapers.
11. In both of these cases, one opportunity is lost for marketer and one opportunity is emerging for
them to reach their T.G.
12. More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of samples
have an internet connection is any of these gadgets, this showing the penetration of internet in
USA.
13. If we take tablet, penetration in American is low. But it doesn’t mean that no one is using tabs.
More than 30% of samples have tablet. For brands they are getting three more platforms to reach
their T.G and engage them.
 14. 33% of the samples are using these gadgets while they are with their friends, so just think about
the reach. If one person noticed something which is cool and awesome they will surely
communicate to others.

 26. Do you Collect information before purchasing the products?

5%

Yes
No

95%

 Survey results showing that 95% of people collect information before purchasing the products.
Only few people don’t bother about info before purchasing product.

27. What type of information will you collect?

Customer's Experience 21%

Quantity 11%

Attributes 10%

Quality 32%

Price 26%

 Survey results showing that people who said they collect information before purchasing product
 they mainly concern about the product quality and price least concern about attributes.

28.Did you ever purchase from an online site?

19%
Yes
No

81%

 Question asked to most of young people and 81% people said they buy from online site and only
few people said they never purchased from online because of reliability issues.

29.If yes, then what type of product / services did you purchase online?

Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

 People who said they purchase products from online they purchase electronic products, followed
by fashion and travel accessories through online.

30. Do you watch television?

 7%

YES
NO

93%

 Question asked to various age people and most of them said yes about 93% people said they
watch television only 7% said NO to television.

31. Do you watch television programs through online?

47% Yes
53% No

 Survey results showing that almost equal percentage of results.53% people watch TV programs
through online.
32. Do you read Newspapers?

7%

YES
NO

93%

 Question asked to various age people 93% people said they read newspaper only few people said
no to reading newspaper

33. Do you read the News through online?

26%

YES
No
74%

 93% people said YES to reading newspapers, 74% are reading newspapers through online portals
and only 26% people said NO to read newspaper through online.
34. Do you have mobile phone?

1%

YES
NO

99%

 Question asked to various age people maximum number of people said yes that they have mobile
phone 99% answered YES that they have mobile phone.

35. This survey sample collected from students and working professional and 94% people said they have
laptop or PC.only 6% don’t have laptop or PC.
36. Do you have a tablet?

30%

YES
NO

70%

 Question asked to same students and working professionals and collected results that 70% people
have tablet only 30% people don’t have tablet.
37. Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO

96%

 Question asked to people who said YES to above asked questions and 96% people have internet
connection to any of those gadgets only 4% people using gadgets without internet connection.

38. When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

 Survey results showing that 33% of people using gadgets when they are with friends and while
watching TV.

Figure: Digital Marketing Budget as a Percentage of Company Revenue

  Data was gathered from responses to the following question: What percentage of your
organization's total marketing expense budget is allocated to digital marketing in 2014?

Digital Advertising Accounts for 12.5% of Digital Marketing Budgets

Marketing leaders support a diverse and increasingly complex marketing mix. We asked marketers
how much of their digital marketing budget they're allocating to different activities such as mobile
marketing or analytics.
Below Figure shows that marketers allocated 12.5% the biggest share of their digital marketing
budget to digital advertising. Still, marketers wrestle with digital advertising's effectiveness.
Advertising agencies, technology providers and brand advertisers are working to address this
concern by improving measurement standards and formats.Content creation and management
account for the second largest share of digital marketing budgets. This is driven, in part, by the
desire to populate the infinite appetites of inbound marketing channels. Social networks, customer
forums, and the blogosphere are examples that drive inbound inquiries or actions. However, you
need to create content that delivers the right message to the right person at the right time,
regardless of how the dialogue gets started. That means content is equally needed to meet the
demands of outbound marketing as well. The enormous pressure to create, manage and distribute
content for multiple marketing activities through the right channels will only increase ascustomers
use more digital channels for collaboration, researching and acquisition of products and services.
Top priorities for increased budgets in 2014 are commerce experiences, social and mobile
marketing, and content creation and management. See "Digital Marketers Escalate Investments to
Support Commerce Experiences" to learn why enhancing commerce experiences is a business
imperative.

Figure: How Marketers Allocate Their Digital Marketing Budgets

  Data was gathered from responses to the following question: How much of the 2014 digital
marketing expense budget is your organization spending on each of the activities listed? This
includes personnel costs, software and externally purchased services.

48. 41% of Marketers Say That Savings from Digital Marketing Are Reinvested.
We asked marketers to identify how they're funding their digital marketing activities. We found
that digital marketing's effectiveness helps stretch digital marketing budgets. Below Figure shows
that two in five marketers are realizing savings from digital marketing compared with traditional
techniques. And they're taking that money and reinvesting it into more digital marketing. Fifty-nine
percent of the marketers in retail organizations report that this is happening compared with only
28% in manufacturing.
On average, 28% of marketers say they've reduced their traditional advertising budget to fund
digital marketing activities. Thirty-four percent of the marketers at high-tech companies are more
likely to take this approach compared with only 19% of the marketers at financial services and
insurance firms.
Reinvesting savings into digital marketing activities is a smart move. And it's a relatively new
activity in a corporate culture where technology has primarily been used in recent years to cut
costs. We don't recommend chasing shiny new objects unreservedly. Rather, we suggest
supporting a culture that is agile and keeps an open mind to testing new techniques and underlying
technologies. It's okay to fail as long as you fail fast in a program with a limited scope and budget,
and you intend to learn from these early failures.

Figure: Marketers flow Savings Back into Digital Marketing

 Data was gathered from responses to the following question: In order to fund digital marketing,
which of the following statements are true?
49. Up to 50% of Digital Marketing Activities Are Outsourced.
The pace of change and needs for specific skills force marketing to seek services from external
providers. We asked marketers to estimate what percentage of the work is performed internally by
employees or contract labour, and what percentage is performed externally or outsourced.
Culturally marketing is accustomed to outsourcing. Working with agencies, data providers and
external technology providers are an intricate part of marketing processes. This hasn't changed and
may be increasing. The responses reveal that digital marketers need help lots of it with specialized
tasks such as search marketing, online advertising and mobile marketing. For the most part,
marketers outsource one-third or more of their work to an agency, digital services organization or
other external provider. Below Figure shows that, on average, marketers outsource one-half of
their search marketing the highest proportion of any marketing activity. Media companies,
financial services firms and retailers keep a majority of their search marketing work in-house.
Digital marketers are more likely to maintain social marketing in-house, with one exception:
Marketers at manufacturers outsource 53% of their social marketing activities. We find that social
analytics, and content creation and management are areas of focus for outsourcing.Monitoring and
analysing social activities require time and new technologies. And keeping customers interested
through social channels requires constant feeding and nurturing with new content.As a rule,
outsourcing your digital marketing activities is a smart tactic when you don't have in-house
resources to stay on top of quickly changing technologies and techniques, or need specialized
talent. But you need to monitor results, ensure these providers have a stake in your success, and
assume some risks.

Figure: Marketers Outsource This Portion of Digital Marketing Activities

  Data was gathered from responses to the following question: For the following list of digital
marketing activities, please estimate what percentage of the work is performed internally by
employees or contract labour and what percentage is performed externally by some type of digital
marketing services organization (agency, business process outsourcer, specialty firms?
50. 70% of Companies Surveyed Have a Chief Marketing Technologist 80% of Them Report to
Marketing.
Marketing's dependence on technology results in new responsibilities and roles. We asked
marketers whether their companies have the equivalent of a chief marketing technologist and
where that person reports. Figure 6 shows that two out of three organizations have such a role.
Most of the chief marketing technologists report to a senior marketing executive and only 13%
report to the CIO.
Chief marketing technologists are familiar with marketing techniques as well as technologies. They
need to understand how to use technology to define markets, attract, acquire and retain customers.
They often have organizations that align this goal to areas such as marketing software, data and
analytics, social and mobile platforms, digital advertising networks collaboration and website
design. This role may come under one of many different titles, including CTO of marketing, chief
digital officer, chief digital marketing officer, VP of e-business or even the CMO.
What's driving the need for this role? Marketers are increasingly dependent on technology to:
 Design the customer experience across many channels social, mobile, commerce and website.
 Integrate data from an increasing number of sources, including internal data (such as
transactions or on-site search) and external data (estimated household income) to get a
better understanding of customers.
 Support marketing campaigns and programs, such as a mobile app, paid search marketing
and social marketing.
 Hiring marketing technologists will help you achieve your tactics. But you need a senior-level
executive who can guide your customer experience strategy across many channels and match
marketing technologies to the organizational goals.
Figure: Companies Retain a Chief Marketing Technologist to Guide Strategies
  Data was gathered from responses to the following questions: Does your organization have the
equivalent of a chief marketing technologist today? If so, where does he or she report?
51. The Top 3 Digital Marketing Activities Key to Marketing's Success Corporate Website, Social
Marketing and Digital Advertising.
Marketers are focused on the marketing mix that will drive success. We asked digital marketers to
identify the three digital marketing activities that are most important to their success.
Below Figure shows that the corporate website and digital advertising share the distinction of being
the No.1 digital marketing activities that are important to marketing's success. Social marketing
emerged as the next most important activity.
Our survey results suggest that the corporate website will not be displaced by a brand's social
media presence anytime soon. That's all the more reason for marketing leaders to continuously
invest in testing and optimizing their websites, paying attention to all aspects from customized
landing pages to compelling content that encourage visitors to be engaged with your brand.
Only 9% of respondents said that analytics is most important to their success. We believe this is an
oversight. You need to use analytics to support continuous improvement, understand your
customers' requirements and drive results.
Figure:What Activities Contribute to Marketing Success
 Data was gathered from responses to the following: Please prioritize which of these digital
marketing activities are most important to your marketing organization's success by choosing three
and ranking them most important, second most important and third most important.
 13. LEARNINGS

 Get to know about challenges and opportunities for digital marketing in USA.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc.
 Fulfilling each and every requirement of client is very important regardless of whether that
requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of marketing management
curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more divert
to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.
 Every day same task, but the situations are different
It’s not only from my experience, but also from my observation. All colleagues are doing the same
type of work, but the situation is different. Sometime they have problem with a client, but on the next
day they problems with vendors or with creative team. While coming to me, my first month was more
concentrated with pitch presentation. Industry or clients are different or requirements of the client are
different, but contents or the flow of pitch presentations are same.
 Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do some task. In
those situations I observed my colleagues to know how they are doing it and I understood the
importance of observation.
 Work life balancing
This is the most important learning for me. This internship thought me how to balance your personal
responsibility and professional responsibility together and how to enjoy life even after getting a job.
Working in an agency is not an easy task, the person wants to face a lot of stress and challenges. I am
the only person in my office leaving early, while comparing with others. Because my colleagues have
lots of work, sometime they will leave by late night only. But they are really enjoying all the
moments in their life. They don’t have any difference between professional life and personal life.
 14. CONCLUSION
The successful completion of this internship indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media’s. More than that customers are highly information
seekers and digital media is the only platform for two way communication between brands and
customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for engagement,
brands can increase their customers or they can retain their existing customers. Digital platforms
help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making money
through digital advertising raising of digital marketing consciousness making money for digital
agencies by which they are booming and making more money with small investments.

I honestly believe that this project report will be at most useful for marketers to understand the
digital marketing and to plan for future strategies.