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A-study-on-digital-marketing-and-its-impact-on-revenue-gener
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A-study-on-digital-marketing-and-its-impact-on-revenue-gener
E marketing (Savitribai Phule Pune University)
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Studocu is not sponsored or endorsed by any college or university

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SUMMER TRAINING

PROJECT REPORT
On

A STUDY ON DIGITAL MARKETING AND ITS

IMPACT ON REVENUE GENERATION

IDENTICAL DESIGN GROUP

Submitted for the partial fulfilment of the requirement for the

award of
Master of Business Administration
Session- 2018-2020
SUBMITTED BY: UNDER THE GUIDANCE:
RITU NAGAR Mr. YASHWANT KUMAR
M.B.A. III Sem Faculty, M.B.A.

P.R. No. – 1828101409

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL

OF DISTANCE EDUCATION
Academic study center – BVIMR, New Delhi
An ISO 9001:2008 Certified institute
NAAC Accredited Grade “A” University

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ACKNOWLEDGEMENT

The completion of this project will be incomplete without mentioning of few names.
I takes this opportunity to acknowledge the efforts of the many individuals who
helped me to complete this project. I want to express my heartfelt gratitude to
Mr./Ms. ….…………for giving me the opportunity to do my internship project at
Identical Design Group. The supervision and support that he gave truly help the
progression and smoothness of the internship program. I would like to thank
Mr. Yashwant Kumar (project guide) for his support and guidance throughout the
project study. The co-operation is much indeed appreciated.
Finally, I would like to thank my friends & family members who help me for the
internship program. The learning from this experience has been immense and would
be cherished throughout life.

RITU NAGAR
P.R. No. – 1828101409
MBA III SEM

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STUDENT UNDERTAKING

Certificate of Originality

I Ritu Nagar, MBA III Sem would like to declare that the project report entitled “A
Study on Digital Marketing and its Impact on Revenue Generation” Submitted to
Bharati Vidyapeeth University Pune, School of Distance Education Pune,
Academic Study Centre BVIMR New Delhi in partial fulfilment of the requirement
for the award of the degree.
It is an original work carried out by me under the guidance of Mr. Yashwant
Kumar. All respected guides, faculty member and other sources have been properly
acknowledged and the report contains no plagiarism. To the best of my knowledge
and belief the matter embodied in this project is a genuine work done by me and it has
been neither submitted for assessment to the University nor to any other University
for the fulfilment of the requirement of the course of study.

RITU NAGAR
P.R. No. – 1828101409
MBA III SEM

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CONTENTS
S.No Title

1. Executive summary

2. Introduction

3. Research Methodology

4. Company profile

5. Industry Analysis

6. Literature review

7. Digital marketing

8. Digital marketing channels

9. AIDMA and AISAS in digital Era

10 Digital marketing impact on revenue generation

Digital agencies
Digital agencies fee structures

11. Research problems

12. Findings

13. Learnings

14. Conclusion

15. Bibliography

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EXECUTIVE SUMMARY
Project title: -
“
A study on digital marketing and its impact on revenue generation with reference to
Identical Design Group”
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.
Identical Design Group has emerged as one of the best online media companies in the
Indian 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 India.
The project was in the marketing department of Identical Design Group. The project
was “A study on digital marketing and its impact on revenue generation with
reference to Identical Design Group”. 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 Identical Design Group. 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 Identical Design Group.
Main findings of this internship are given here. Indian customers are highly
information seekers. They collect more information about a product before buying it.
Internet penetration in India is key player for this phenomenon. Most of Indians 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.

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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 Identical Design
Group, 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 .

1.1 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.

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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.

1.1.2 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.
1.2 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

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1.2.1 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.
1.2.2 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.
1.2.3 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.
1.2.4 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 .

1.2.5 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

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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.

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TITLE:
A Study on digital marketing and its impact on revenue generation,
with reference to Identical Design Group
1.3 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

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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 India, 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 .

1.3.1 Scope of the project:

1) To understand the digital marketing models.

2) To understand marketing effectiveness.

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

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

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

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1.3.2 Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to Identical Design

Group
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

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2. RESEARCH METHODOLOGY

The research design and methodology is presented as follows

2.1 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.

2.2 Sources of data

a) Primary Data.

b) Secondary Data.

2.2.1 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.

2.2.2 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.

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3. COMPANY PROFILE

Identical Design Group, a digital marketing firm with a performance-based pricing

strategy, is Gearing up to serve clients in over 150 cities in India, 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

Identical Design Group’s services entail Facebook brand building suite, Twitter
strategy planning and implementation, social media platform connect, 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.

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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.

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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.

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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.

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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.

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

3.1 MAJOR CLIENTS OF THE COMPANY:

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4. INDUSTRY ANALYSIS

The Indian 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
Indian 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 India’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 Indian 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 Indian 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.

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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.

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2
crore ($546 million) in 2014, registering a 35% growth year on year. This will
represent around 7.9% of the total media advertising expenditure in 2014, which is
estimated at Rs 43,065.4 crore. The company notes this will be driven by election
spending by the government and political parties across all media. GroupM made the
prediction in the latest edition of its annual report This Year, Next Year. Digital media
were projected to increase 35%, with TV slowing to 12% from last year’s 14.6% and
print picking up to 8.5% from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion
in 2013. Digital media advertising in India is grown by 38.7 per cent in 2013, faster
than any other ad category. With the dramatic growth in mobile usage, content
providers and advertisers are seeking opportunities to get their message across on this
preferred medium of the masses.

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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.

4.1 Business Model of Industry:

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

Selling Side Platform

4.1.1 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

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interface. Real-time bidding for displaying online ads takes place within the ad
exchanges, and by utilizing a DSP, marketers can manage their bids for

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.

4.2 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 India. Generally, in the Indian 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.

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 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.

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 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.
 Indian market is a potential market for digital advertising due to high internet
and mobile penetration.

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5. 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
India, 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 India, 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 India 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 India, portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com etc are attracting major online spender.

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

2. Sumanjeet37 has published article on “On Line Banner Advertising” in Indian

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

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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 greater 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

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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 Indian 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 use web 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 “Indian companies using digital marketing for
competitive advantage” in Oct 2014.
According to this article a growing number of marketers in India are leveraging
digital marketing to increase their competitive advantage, a research by Adobe and
CMO Council has revealed. According to the study, India leads in the confidence in
digital marketing as a driver of competitive advantage. Ninety-six per cent of the
Indian 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 Indian
marketers believe that the key driver to adopting digital is a growing internet
population (70 per cent in India 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, India, Hong Kong, Singapore and other
countries were covered. "However, while India 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 India scored much higher than the APAC average last
year," it said.

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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 Indian market. "Therefore, what would matter is how the Indian 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, Indian 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

Traditionally, social networks have not been used as a tool to directly drive e-
commerce sales, but as Nielsen reported in its Global ecommerce report in August
2014, an estimated 61% of people spend a considerable amount of time researching
products through online channels before making a purchase. And interestingly, a
significant 43% of consumers revealed that they specifically browse through outlets
such as Facebook, Twitter, Pinterest, Instagram and Google+ to seek inspiration for
the types of products to buy.

This last statistic reveals just how powerful social media can be in terms of enticing
shoppers to make a purchase, both through its use of visual content and product
descriptions. But while many consumers still have reservations about purchasing
items through social channels directly, the social shopping phenomenon is clearly
only going to grow and it’s apparent that this growth will eventually have a positive
impact on a retailer’s bottom line.

One retailer which enjoyed success by promoting its products via social media is
ASOS. At the start of 2014, ASOS previewed their summer sale through a Facebook
application, allowing fans to play a series of games to accumulate points, getting them
to the front of the virtual shopping queue. The winners gained first access to the sale,
and through the support of sponsored ads ASOS was able to generate 1 million views
through the application, growing their fan base by 32%.

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This example shows how much potential there is for brands to drum up organic
publicity for their products whilst engaging through fans across social media
channels. Furthermore, it proves that social media outlets have evolved not only as a
tool for driving community growth, but also as a revenue driving commodity to boost
business performance.

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 indian entrepreneur published an article in dec 2014 titled
digital marketing and analytics are two ladders of magnificent success.

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6. 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.

6.1 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.

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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.

6.2 DIGITAL MARKETING CHANNELS:

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

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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

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

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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.

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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.

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.

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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
thousands 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.

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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.

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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 search engine rankings. Most search engines include
some form of 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.

3. Back end tools, including Web analytic tools and HTML validators, provide data
on a website and its visitors and allow the success of a website to be measured. They
range from simple traffic counters to tools that work with log files and to more
sophisticated tools that are based on page tagging (putting JavaScript or an image on a
page to track actions). These tools can deliver conversion-related information. There
are three major tools used by EBSCO: (a) log file analyzing tool: Web Trends by
NetIQ; (b) tag-based analytic tool: WebSideStory's Hitbox; and (c) transaction-based
tool: Tealeaf RealiTea. Validators check the invisible parts of websites, highlighting
potential problems and many usability issues and ensuring websites meet W3C code
standards. Try to use more than one HTML validator or spider simulator because each
one tests, highlights, and reports on slightly different aspects of your website.

4. Whois tools reveal the owners of various websites, and can provide valuable
information relating to copyright and trademark issues.

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

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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.

Websites that utilize PPC ads will display an advertisement when a keyword query
matches an advertiser's keyword list, or when a content site displays relevant content.
Such advertisements are called sponsored links or sponsored ads, and appear adjacent
to, above, or beneath organic results on search engine results pages, or anywhere
a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and
others have implemented automated systems to guard against abusive clicks by
competitors or corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks

generated by an advertisement. The basic formula is:

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.

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2.1.1 Flat-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.

2.1.2 Bid-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, Pay per 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.

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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.

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.

3.2 Facebook Marketing

Facebook is the world's most popular 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

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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 .

Pros:
Facebook is a low-cost marketing strategy
Marketing activities that would cost thousands of dollars through other channels can
be used on Facebook 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 Facebook users and create interest in what you do.

Share pictures and videos from your business

As well as allowing you to post text, Facebook 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.

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Facebook also allows users to 'tag' photos to indicate if a Facebook 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.

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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 can analyse all the information that millions of users enter into their
profiles. As the owner of a business page, you can pay to use this information to
deliver targeted advertising to a specific group. For example, an outdoor store
could use Facebook to calculate how many men over a certain age in a certain city
have listed 'fishing' as an interest. Then they could develop an ad for new fishing
lures, and pay for it to appear only on the pages of those people. (Ads appear on
the right-hand side pages in Facebook.)

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Offer deals through Facebook Places

Facebook Places allows users to 'check in' on mobile devices at a particular place, so
that their friends can see their location on Facebook. Facebook Places also identifies
popular places close to where a user checks in. Businesses can use Facebook Places
so that when a user checks in to a neighbourhood, street or business, they receive a list
of nearby businesses offering deals (e.g. discounts, freebies, loyalty rewards).
Businesses that have a Facebook page are automatically included in the Facebook
Places directory.

Cons:

Loss of Control
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.

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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.

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Advertising Costs
While basic Facebook pages are free of charge for personal users, business accounts
that feature advertising opportunities come with a price tag attached. This added
promotional expense can be a disadvantage for small business owners.
Negative Content
Communicating with your clients or fans over Facebook sounds friendly in theory,
but some people may use your Facebook page as a venue to write offensive comments
or post spam. A user might even post false allegations about your business on your
page for anyone to see. As a result, your business needs to be monitoring its Facebook
page frequently, ideally checking each individual post. Even if you address these
issues quickly, you'll never know how many people saw the negative comments on
the page and will associate that memory with your business.
Subscriptions
Just because someone clicks "Like" on your page does not guarantee that she will see
your updates in her Facebook news feed. In an effort to give users more control over
their Facebook experience, the social networking site allows people to unsubscribe
from a page's updates. When a user unsubscribes from your updates, your new posts
will be hidden from her news feed, so she will only see your posts if she actively
visits your page. This makes it impossible to know exactly how many people are
actually viewing your posts in their news feeds, so you cannot accurately measure
impressions.
Time Consumption
Utilizing a Facebook page as a part of your digital strategy is very time-consuming if
done right. In addition to watching out for negative comments, a business should
respond promptly to any questions or positive suggestions posed by customers.
Because Facebook is up and running 24 hours a day, posts may accumulate quickly. If
a business's Facebook engagement grows, it may even become necessary to designate
an employee strictly to social media duties. This might not be realistic for some
companies, making it unreasonable to properly manage a Facebook page.

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Thumb rules:

 Emphasize on visualization. Rich visuals make the best content and the best
timelines. ‘Highlight’ posts to give them the full width of the Face book
container. To make it more attractive.
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for.
 Analyse what works, and what doesn’t work: Face book Insight. Edge Rank.
Social bakers.

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.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of
your followers to see the message. So instead of a reply, use a mention. Include the

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@username of whomever you want to mention in your Tweet, and it will appear in
the Mentions section (in the Connect tab). All @username mentions are clickable and
link back to the mentioned individual’s profile.
3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the
person to whom you are responding. The reply will also be visible in the home
timelines of people who follow both you and the person to whom you sent the reply.
Meaning, someone not in the conversation has to follow both of the people replying to
be able to read both sides of the conversation.
4. RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to
send the original message to all of your followers.
5. LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the
Tweet box and it will automatically be shortened to 19 characters. This makes it
easier to fit long URLs into the 140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving
something that’s really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and
receiver should be following each other.

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Pros:
The targeted market is most probably on Twitter:
Since a very large number of people use social network, there is a high probability
that the interested parties for the product you are advertising is in the virtual world.
This is one great advantage every business should try to make use of because if you
are not using social networks for advertising, then you are missing a large market.
Great way to research market:
With the growing popularity of the internet, market research has become easy. Instead
of spreading questionnaires or asking people oral questions, the use of social networks
made it easy by making it easier to create free surveys and posting the links so that
people can participate. This is a very easy way of doing market research, keeping in
mind the fact that the setting up the surveys won’t cost money and people can finish
those surveys in less time than the hard copy one.
Growth of social networking:
There is no doubt that the use of social networks is rapidly growing. What this means
to business is that, there are audience on the virtual world than the business could ever
reach through any other type of media. This is in fact one of the main advantages of
using Twitter and other social networks for businesses.
Easier way to pass info:
By just posting a 140 character tweets, a business would be passing more information
than it can do anywhere else. This costs less or almost nothing compared to other
modes like sending a mail or making a phone call. I also don’t know if this is true for
everyone else, but I may read lots of stuff online that I may not read if they were on a
hard copy or somewhere else.

Cons:
Spams and viruses:
When the use of the internet world has increased, the potential risks that one can
obtain from the internet have increased as well. What this means is spammers could
spam your site or worse than that, can find access to your information through social
networks. Social networks could be useful, but if not properly used, then they could
lead to more problems.

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Using for business needs:

Twitter and other social networks are designed to be user friendly. On the other hand,
there are also applications and other aids that make it easier to use. One thing with
social networks is that businesses and individuals do not use it the same way. What
this means is that businesses need to learn how to efficiently and effectively use
Twitter and other social networks so that they could make the use out of it.
Limited space:
I think everyone who used Twitter or paid a little attention to how it’s used knows
about the 140 characters thingy. This kind of space or limitation on character is not
enough for most business and this is where learning to effectively and efficiently
twitter comes into place. On the good side, may be this is good, because otherwise
people won’t be in the mood to read a whole blog most of the time.
Streamline nature of twitter:
It’s a common expectation of anyone who follows others on twitter not to follow
everything. One of the reasons this happens is because the tweets in twitter are
designed to stream really quickly and usually show the latest tweets. So some of
times, some of the tweets one makes or a business makes may lost in the long shuffle
of tweets. Like I said before, this calls for learning to use twitter effectively.
Thumb rules:
 Remember, you just have 140 characters to play around. Compose your
message within 120 characters or less and leave atleast20 characters so that
others can re-tweet (RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of
those
Create a list of #Hash tags relevant to your brand Build a campaign around
those #Hash tags and invite followers to re-tweet.
 Posts with images have double the engagement of those without even though
users can’t see them until they click on them. It creates an interest among the
audience.

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3.4 Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December

2002 and launched on May 5, 2003 it is mainly used for professional networking. In
2006, LinkedIn increased to 20 million members. As of June 2013, LinkedIn reports
more than 259 million acquired users in more than 200 countries and territories.
LinkedIn allows companies to create professional profiles for themselves as well as
their business to network and meet others. Through the use of widgets, members can
promote their various social networking activities, such as Twitter stream or blog
entries of their product pages, onto their LinkedIn profile page. LinkedIn provides its
members the opportunity to generate sales leads and business partners. Members can
use “Company Pages” similar to Facebook pages to create an area that will allow
business owners to promote their products or services and be able to interact with
their customers. Due to spread of spam mail sent to job seeker, leading companies
prefer to use LinkedIn for employee's recruitment instead using different job portals.
Additionally, companies have voiced a preference for the amount of information that
can be gleaned from LinkedIn profile, versus a limited email.
Pros and Cons of social media marketing on LinkedIn
LinkedIn is one of today’s biggest social networks but it’s not exactly what you might
call “strictly social.” LinkedIn provides a great deal of exposure to businesses and can
help find new partners, business opportunities, or employees. Some might even call
LinkedIn a social network for business as it’s used mainly for “professional
networking.” As a social platform LinkedIn incorporates many social aspects, but its
main focus is the business world. As a result, many small business owners join
LinkedIn with the hopes of expanding their ventures and creating new connections
that might prove beneficial. But like most things, LinkedIn has its pros and cons.

Pros

• The first, most obvious benefit from using LinkedIn comes from the
algorithmic realm of SEO (search engine optimization). It’s yet another
avenue that search engines use to bring businesses in search query results.
It’s the perfect tool to give a business more exposure while also allowing
it to expose the most crucial parts of its business – the mission, the

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background, the members of the team, etc. Increased SEO exposure leads
to increased web traffic which, in turn, leads to an increased conversion
rate.

• LinkedIn is also a great way to stay up-to-date with the news from your
industry or field of interest. This is a major benefit it keeps you in the
current loop, indicates upcoming trends or big ideas, and provides a ripe
stomping ground for sharing experiences and advice among experts
surrounding topics that are important to the business. These easily
accessible resources are invaluable to a company, particularly smaller
ones, due to its low cost and high beneficial value.

• LinkedIn is also a great asset because of the amount of information it

gives about a particular company or business. Similar to Facebook,
LinkedIn will tell you all the major data you need to know about a
company as well as give you the professional profiles of the individuals
associated with the business – from employees to investors. Access to this
type of specific data and information allows users to easily find potential
partners or recruit new employees, saving you a lot of time, energy, and
resources.

• LinkedIn Answer also gives users the chance to demonstrate their

knowledge and skills in their respective field to establish themselves as
credible experts with vast knowledge and expertise. In turn, this is
beneficial for LinkedIn users as it positions them as experts and boosts the
company’s credibility.

Cons:

• When looking at LinkedIn, it’s also important to be aware of and

acknowledge its cons. One of the major negatives is the way users use
LinkedIn as an advertising megaphone via SPAM so brace yourself for the
slew of SPAM coming your way.

• Once established, LinkedIn is a major timesaver. But in the beginning, it

requires a lot of personal time and work version of LinkedIn, but that

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might not be an option for smaller companies with a limited budget. to get
your connections flowing and conversations started. Users need to
constantly ask others to be introduced to companies and individuals they
are interested in connecting with, which can be cumbersome at times.
Always keep in mind that LinkedIn is a platform for connections and
conversations so approach these tasks with the outcome of building a
business relationship in mind. This task can be sidestepped with the paid

• Overall, LinkedIn is a solid platform for businesses and individuals. If you

are just getting started, keep these pros and cons in mind. If you do, your
relationship and experience with LinkedIn will prove beneficial.
• In our internship, we used LinkedIn to grow the professional network of
Institute of Digital Marketing. This institute not only provides knowledge
but also do business with its skill sets. LinkedIn helps in building great
professional network and in getting new businesses. Apart from the
workshops and course classes, Institute of Digital Marketing has some set
of people who develops e-commerce websites and optimizes them. Hence,
in order to get business we have used LinkedIn as a major platform.

• In LinkedIn groups, there will be discussions going on every time. So, we

have created a LinkedIn group and started discussions on various topics on
digital marketing. In the beginning the results were very slow since
LinkedIn is strictly a professional network and the targeted people might
not

Show much interest here. As it goes on, our discussion has got a wide
popularity with students from different colleges asking questions and
actively participating in the discussion.

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With this growing popularity on LinkedIn, slowly business started coming in. in the
beginning only small projects used to come like landing page creation, content
creation, blog postings etc. There were two big projects came during my internship
tenure from Dharani Computers and The Suntech Corporation for developing and
managing the website and do search engine optimization for them.

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.

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3.6 Instagram:
Instgram, 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 Instgram 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.

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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".

Pros:
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

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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+.
Search visibility

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By participating on Google plus you are increasing the visibility of your brand. Ever
searched for a brand or business and noticed what comes to the top of the rankings? It
is all the major social networks that appear on the first page. Also what should be
considered is the importance of securing your brand name on Google+, which is an
important part of building your online digital assets.
It is the second largest social network
Google plus is no longer something to be ignored with over 600 million registered
users and over 350 million active monthly users. Many of your customers are now on
Google+. That on its own should be enough to make you motivated to participate.
You do need to establish a marketing beachhead on this significant platform.
Local marketing
Google has removed “Google Places” and now has created a “Google+ Places Page”.
This means that customers who are on Google+ can leave reviews for your business
there. This turns up on local search results. Now that is something you shouldn’t
ignore if local location marketing is vital for your retail store or business.
Integration with other Google properties
Google built Google+ from day one to be integrated into its other web properties.
They consider it as being “core” to its entire online strategy so it is woven into Gmail,
the Chrome browser, Picasa and YouTube. This integration will lead to more effective
marketing over time.

Cons:
Google Plus still has Relatively Low Reach
Google Plus still serves a much smaller market than Twitter and Facebook, and it is
not surprising that many customers cannot be reached through Google Plus. As such,
many potential customers will not see or be interested in your company’s Google Plus
content on your business page because they don’t want to use Google Plus.
Google’s Poor Social Media Track Record
This is a legitimate risk factor. Many of Google’s past forays into social media like
Buzz and Wave not only failed, but failed with scandals and controversy. There is a
fair amount of scepticism whether or not Google Plus is just another house of cards
waiting to collapse, even after several years of operation.

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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

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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.

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The ease to use it

Though we all get motivated enough to cross all hurdles and do hard work, when we
decide to do some serious business but why to choose a harder path when similar
results can be achieved with an easy and fair option. This is the reason why YouTube
is a favourite option. All you need is to follow some very basic and simple steps to
upload your video(s). Create an account, sign-in, upload and before you blink you are
on YouTube. You can easily upload a video via a flip video camera or your
smartphone within minutes. In fact if user is interested in just watching a video no
registration is required. Yes! It is as simple as that.
Links and Web Traffic
Not only sales but web traffic for the video (actually website) is also very important
for any business based on web. You don’t have to bring people to visit your video
instead YouTube brings them for you and if you are lucky enough and your content
go viral (i.e. your content liked by (exponentially increasing) high number of people)
then if you are on YouTube other website will embed your video to make themselves
more optimized for searches. As mentioned earlier YouTube is owned by Google
who is Father of all search engines also uses its owned sites for searches so definitely
your network is quite strong, when you are on YouTube.
Large Bandwidth and sustainability
YouTube is a dedicated website from the well-established giant Google, and it has its
own dedicated servers to handle hell load of traffic (hundreds of thousands or millions
of visitors over a short period of time). Consider the case when your video goes viral
and you start getting whooping number of hits, then will arise the need of substantial
amount of bandwidth to handle such a heavy traffic. So if you are not using YouTube,
you are in trouble, and unfortunately instead of being happy you would be in a panic
situation due to the potential low bandwidth of your website. Of course, it is wise to
use YouTube when the whole world is interested in your video(s).
Number, length, size of Videos

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Today YouTube if the world’s dominant resource and repository for videos and
luckily there is no limit on the number of videos you can upload, which is not possible
if you are using some other licenced video platform. You may say 15 minutes which
is the current allowed length of a video is less for your content. Is it really? Anything
effective can be presented even in lesser time but if you think otherwise then all you
need to do is to break your content in different videos logically and upload them in
parts instead of a single video. Is it not cool? For video, 2GB size is good amount and
it is the current size you can upload on YouTube. Basically a standard sized video will
easily fit on YouTube.
Feedback is Important
If we don’t listen to others and analyse their suggestions or comments about our work,
we can’t learn and survive in this competitive environment. YouTube allows viewers
to provide comments for the videos and hence you are in direct touch with live
audiences and potential customers. Importantly al the comments are emailed to you
and in case you want to delete any comment, you can do it easily.

Easy navigation and supported Formats

There are several ways one can search for videos on YouTube – by keyword, by topic
or by simply scanning the most popular video’s list. If you like the work of some
producer, simply subscribe and no more searching would be required for that
producer. YouTube uses Adobe Flash to play back videos which is a standard format
supported by most browsers (IE, Firefox, Safari, and Opera).
You can upload most popular video formats: .WMV, .AVI, .MOV, and .MPG files
which are automatically converted to flash. People can reach YouTube videos through
their mobile devices as well. Point is, when a popular service is easy and can be
commonly used then it is wise to host your videos on that website.

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Cons:
Concept overrides content
Good content is not as necessary as good concept in video-making. To get thousands
of views and drive visitors to your YouTube video, you have to inject a great concept
that makes them almost forget how they were led to the site. Learn how to remix
videos and audios and create the element of surprise. Break down long clips to shorter
and bite-sized ones to appeal to a larger audience. Make your ads outright and
amazing. You can use title optimization by using intriguing headlines that would
make them want to find out more about your topic.
Requires more attraction
Users of the Internet usually just scan text-based content to find the information and
get to the core of the content immediately. Realize that in videos, this cannot entirely
be applied. Viewers watch videos from beginning to end and not jump from one
segment to another to find meaning in the video. Hence, the intro of your video must
be alluring enough to get them continue watching until the end or until you have made
your point get across.
Make it snappy and no longer than three minutes. Else, especially for those with slow
Internet connection and those with shorter attention spans, users will more likely to
just press the X button and move on to the next video.
Fresher uploaded videos result from the search hits
Typically in Google searches, the more aged the blog post is, the more it gets
brought up to the top results page. This is because the page has incurred more
backlinks and has increased credibility rate online. In comparison, YouTube
searches don’t act that way. Rather, it considers the newest videos as the top-rated
hits. There is what’s called the “freshness” factor in every video. So in order for
your videos to rank high and produce the honors, you must either resubmit or re-
upload them whenever you got the time and remove the older video. Note also
that in YouTube, videos only have a shelf life of two days before it is moved out
from the Daily Most Viewed list to the Weekly Most Viewed. So the key here is
to make sure that it’s getting viewed more and more each day, to stay on top.
Marketing through YouTube videos can be one of the effective ways on how to
take advantage of the fact that people are visual. Videos can entertain your
viewers or followers than textual content. However, when done wrong, they will
only be bored and may hit on the Unsubscribe button.

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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

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5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a
process include
 Undertake the comprehensive research and analysis the online content.
 Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

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.

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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.

Push notifications
Push notifications were first introduced to smartphones by Apple with the advent of
the iPhone in 2007. They were later further popularized with the Android operational
system, where the notifications are shown on the top of the screen. It has helped
application owners to communicate directly with their end users in a simple and
effective way. If not used wisely it can quickly alienate users as it causes interruptions
to their current activities on the phone. It can be much cheaper if compared to SMS
marketing for the long run, but it can

Become quite expensive on the short run, because the cost involved in application
development. Once the application is download and installed provided the feature is
not turned off it is practically free, because it uses internet bandwidth only. SMS and
push notifications can be part of a well-developed inbound mobile marketing strategy.

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly
increased. Therefore, mobile marketers have increasingly taken advantage of
smartphone apps as a marketing resource. This allows for direct engagement,
payment, and targeted advertising.

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There is a lot of competition in this field as well. However, just like other services, it
is not easy anymore to rule the mobile application market.

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-
time 3D games, massive multi-player games and social networking games. This
means a trend towards more complex and more sophisticated, richer game play. On
the other side, there are the so-called casual games, i.e. games that are very simple
and very easy to play. Most mobile games today are such casual games and this will
probably stay so for quite a while to come.

Brands are now delivering promotional messages within mobile games or sponsoring
entire games to drive consumer engagement. This is known as mobile advergaming or
Ad-funded mobile game.

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

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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 book Implemented 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.

Bluetooth
The rise of Bluetooth started around 2003 and a few companies in Europe have started
establishing successful businesses. Most of these businesses offer "hotspot" systems
which consist of some kind of content-management system with a Bluetooth
distribution function. This technology has the advantages that it is permission-based,
has higher transfer speeds and is also a radio-based technology and can therefore not
be billed (i.e. is free of charge). The likely earliest device built for mobile marketing
via Bluetooth was the context tag of the AmbieSense project (2001-2004). More
recently Tata Motors conducted one of the biggest Bluetooth marketing campaigns in
India for its brand the Sumo Grande and more of such activities have happened for
brands like Walt Disney promoting their movie 'High School Musical'.

Proximity systems
Mobile marketing via proximity systems, or proximity marketing, relies on GSM
03.41 which defines the Short Message Service - Cell Broadcast. SMS-CB allows
messages (such as advertising or public information) to be broadcast to all mobile
users in a specified geographical area. In the Philippines, GSM-based proximity
broadcast systems are used by select Government Agencies for information
dissemination on Government-run community-based programs to take advantage of
its reach and popularity (Philippines has the world's highest traffic of SMS). It is also
used for commercial service known as Proxima SMS. Bluewater, a super-regional
shopping Centre in the UK, has a GSM based system supplied by NTL to help its
GSM coverage for calls, it also allows each customer with a mobile phone to be
tracked though the Centre which shops they go into and for how long. The system
enables special offer texts to be sent to the phone. For example, a retailer could send a

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mobile text message to those customers in their database who have opted-in, who
happen to be walking in a mall. That message could say "Save 50% in the next 5
minutes only when you purchase from our store." Snacks company, Mondelez
International, makers of Cadbury and Oreo products has committed to exploring
proximity-based messaging citing significant gains in point-of-purchase influence.

Location Based services

Location-based services (LBS) are offered by some cell phone networks as a way to
send custom advertising and other information to cell-phone subscribers based on
their current location. The cell-phone service

provider gets the location from a GPS chip built into the phone, or using radiolocation
and trilateration based on the signal-strength of the closest cell-phone towers (for
phones without GPS features). In the United Kingdom, which launched location-
based services in 2003, networks do not use trilateration; LBS services use a single
base station, with a 'radius' of inaccuracy, to determine a phone's location. Some
location-based services work without GPS tracking technique, instead transmitting
content between devices peer-to-peer.

User controlled media

Mobile marketing differs from most other forms of marketing communication in that
it is often user (consumer) initiated (mobile originated, or MO) message, and requires
the express consent of the consumer to receive future communications. A call
delivered from a server (business) to a user (consumer) is called a mobile terminated
(MT) message. This infrastructure points to a trend set by mobile marketing of
consumer controlled marketing communications.

Due to the demands for more user controlled media, mobile messaging infrastructure
providers have responded by developing architectures that offer applications to
operators with more freedom for the users, as opposed to the network-controlled
media. Along with these advances to user-controlled Mobile Messaging 2.0, blog
events throughout the world have been implemented in order to launch popularity in
the latest advances in mobile technology. In June 2007, Air wide Solutions became
the official sponsor for the Mobile Messaging 2.0 blog that provides the opinions of

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many through the discussion of mobility with freedom. GPS plays an important role
in location-based marketing.

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

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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.

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7. 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

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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

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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.

7.1 Monetary term in Digital Marketing

 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some
specifically defined action in response to an ad. “Action” include such thing as
a sales, transaction, a customer acquisition or a click.
 Cost- Per -Click (CPC): Cost of advertising based on the number of clicks
received.
 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or
views’.
 Pay- Per- Impression: Online advertising where an advertiser pays a pre-
agreed price each time a user clicks on their advertisement. The cost for the
click is often negotiated through auction, with ad placement determined by the
relative size of the bid, as well as other factors.

 Pay-Per-Inclusion: Search engine marketing programs that guarantee web

site listing for specific keyword search term for a fee.
 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or
amount per lead.

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8. 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 Identical Design
Group consultancy ltd. Companies like Identical Design Group 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 Identical Design Group.

8.1 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.

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8.2 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.

Working with a specialty or boutique agency offers unique benefits as well,

including:

 More granular channel strategy and tactical expertise.

 Client access to agency decision makers and top personnel.
 Lower spending minimums

Various surveys showing that spending of companies on digital marketing is

increasing every year, here is survey says

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8.3. Gartner Survey Reveals Digital Marketing Budgets Will Increase

By 10 Percent in 2014
Digital marketing budgets will rise by 10 percent in 2014, following a double digit
percentage increase in 2013, according to a survey of marketing executives by
Gartner, Inc. The survey found that, on average, companies spent 10.7 percent of their
annual 2013 revenue on overall marketing activities, with digital marketing spending
averaging 3.1 percent of revenue.
These findings are included in Gartner's Digital Marketing Spending report that is
based on a survey of 285 individuals but answering mainly for their entire
organization. Respondents represent organizations with more than $500 million in
annual revenue (average revenue $4.4 billion) across eight industries: financial
services and insurance, high-tech, communications, manufacturing, media, retail,
government and healthcare. The survey took place from July through September
2013. The report examines how marketers are allocating their budgets, what activities
are contributing to marketing success and other factors.
"Marketing leaders are securing bigger budgets to define markets, develop offerings,
and attract, acquire and retain customers," said Yvonne Genovese, managing vice
president at Gartner. "Digital marketing is taking an increasing share of the marketing
budget with annual digital marketing operating budgets totaling 3.1 percent of a
company's revenue in 2013, as compared with 2.6 percent in 2012, representing a 20
percent increase."
Eleven percent of respondents said they spent more than half of their marketing
budgets on digital activities in 2013 compared with only 3.0 percent in 2012. Digital
marketing represented an average of 28.5 percent of the total marketing budget in
2013, as compared with 25.5 percent in 2012.
A further survey finding was that 77 percent of companies have a chief customer
officer (CCO) or the equivalent. Customer touch points include websites, mobile
apps, social profiles, directory listings, on-site search, email interactions,
communities, call center and more hence, the increasing popularity of the role of the
chief customer officer to help guide the customer right through the buying cycle and
beyond.
Eighty-one percent of organizations were also found to have a chief marketing
technologist in 2013, up from 70 percent in 2012.

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When it comes to budget allocation, marketing leaders support a diverse, and

increasingly complex, marketing mix. The survey found that 12.2 percent the biggest
share of their digital marketing budget was allocated to digital advertising in 2013,
just as in 2012. However, marketers continue to wrestle with digital advertising's
effectiveness. Industry associations, advertising agencies, media, technology, and
metrics providers and brand advertisers are all working to address this concern by
improving attribution models and cracking down on phony Web traffic. Design,
development and maintenance of the corporate website account for the second-largest
share of digital marketing budgets as the increase of inbound marketing channels such
as social networks, customer forums and the blogosphere creates more traffic on the
corporate website. Digital commerce, social marketing and mobile marketing three
activities that increasingly overlap are closely tied for the third-largest share of digital
marketing budgets.
In 2014, marketers plan to make long overdue expenditures for mobile marketing
tools and techniques.
This survey report shows market share of digital marketing budget in marketing
budget increasing every year, we can make money by utilizing the need of digital
marketing. By starting a digital agency you can generate large amount of revenue with
less amount of investment. Identical Design Group also did the same, CEO Advit
Sahadev identified the opportunity and started Identical Design Group which stands
online digital marketing consultancy which fulfill digital marketing needs of various
companies they charge as per their performance and based on fee structures as I
mentioned above.

8.4 Digital agency fee structures

Agency free structures vary widely, even within client accounts. It is not uncommon
for a client to compensate their agency using different fee structures for different
types of media campaigns. For example, a common agency fee model for paid media
work is percentage of spend. Typically, an agency will be paid 10-20% of a client’s
digital media spend on paid search or display advertising campaigns. Smaller clients
may pay a higher percentage, while enterprise clients may pay a smaller percentage
due to the larger dollar volume of their accounts. Generally digital agencies like
Identical Design Group charge their clients for maintaining their digital presence this
is how they make money, necessity of digital presence for companies let the digital

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agencies to make money. Different sorts of agencies advertising agencies use different
models.

Methods of Charging Clients

1.Project based clients:

Often used for smaller agencies, smaller brands and typically for agencies that do one
specific part of the mix, e.g. A digital agency. But even a large agency would have
some clients on this basis. Normally there would be a Scope of Work, this would
come with an estimate to do that one set job. This estimate would normally be based
on the people, how many hours they work, and what their hourly rate is. But there
would like be

Some pass through costs for physical goods, for services from other companies etc.
The profit the agency makes comes entirely from the gap between the hourly rates of
what they pay people.
2. Retained agencies:

Sometimes there is a fee based on a percentage of media spend, but this is largely
dying. Sometimes it's a project team, where you buy a certain number of people, a
certain percentage of their time, for a quarter or year. These hourly rates work the
same way as the team for the SOW above. Sometimes there is an amount of money
put aside for time and costs and the Agency manages this time and cost to serve the
client. A sort of pay as you go model. With all of the above, there is an increasing
move towards pay for performance. So it's likely that any of the sorts of agreements in
a retained structure, will allow for a bonus to be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other
criteria, and often a mixture of them.

 Fee-based or retainer-based models are quickly gaining traction, most often at

the expense of commission-based compensation among large brands and their
agencies. The Association of National Advertisers’ 2013 Trends in Agency

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Compensation Survey found that fee-based agreements have grown to 81% of

all compensation agreements, while commission-based compensation has
fallen to just 5% of all compensation agreements. The two compensation
models have been on opposite trajectories since 1994, according to the ANA
survey, when commission-based models represented 61% of all agreements,
and fee-based models accounted for 35% of agency compensation agreements.

 Fee-based models have become more attractive because they provide

predictable expenses for marketers and advertisers, particularly on long-term
accounts that require ongoing maintenance, such as monitoring SEO rankings
or social media content. Retainers may also encourage agencies to test new
campaign strategies and tactics, knowing that they will be compensated for
their time regardless of results.

Digital marketing budgets total 2.5% of revenue and will increase 9% this year.
Marketing leaders have secured bigger budgets to define markets and attract, acquire
and retain customers. Yet, increased funding is a double-edged sword. It brings new
opportunities but puts more pressure on marketers to deliver and prove a return on the
investments.

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9. 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.

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10. 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. Indian 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 Indian customers.
But this stimulus will get in to action only through opinion leaders.
8. Indian 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 Indian youth and young Indians 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.

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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 India.
13. If we take tablet, penetration in Indian 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.
15. 25% of the samples are using these gadgets while watching T.V; it’s again a
barrier for brands which use TVC only. 21% of the samples are using this
gadget for chatting and 16% are using for surfing. What they are surfing? It
can be about a product, local events or locations...etc.
16. In this situation, one opportunity is again losing to brands and one opportunity
is emerging for brands to reach their T.G.
17. More than 90% of samples are noticing ads, among them 35% of samples
noticed ads through online media, followed by TVC and Newspapers.
18. 48% of samples are telling they give more importance to online ads and 34 %
of samples give importance to T.V.C.
19. From the first part of this research itself, we know that customers are highly
information seeker. It may be the reason for high trust in online ads. They can
search for more information after seeing an ad or online is the only two way
communication channel for customers.
20. 22% of the samples do research through their lap or PC before purchasing a
product from the retail shop and 21% do research via mobile.
21. Most of the Indians prefer to purchase from a retail shop only, but before
going to retail shop they will seek information about the product through an
online platform. Here is actually change happens in consumer buying journey,
early times consumer belief a product only after seeing the product in a retail
shop.
22. But now Indian customers want to get conviction about a product before going
to retail shop. So from a marketers view they want to convince their customers
before going to a retail shop.

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23. Brands want to build a cool presence over digital platforms because the
customer will do research about the product after seeing an ad or after getting
stimulated.
24. Brands are getting more touch points to reach target group in a cost effective
manner.
25. How do you get information about new Products?

Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

 Samples showing that 40% of people get to know about new products through
advertisements and followed by friends means reference group

26. Do you Collect information before purchasing the products?

5%

Yes
95% No

 Survey results showing that 95% of people collect information before

purchasing the products. Only few people don’t bother about info before
purchasing product.

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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
81% No

 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.

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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.

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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

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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.

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35. Do you have a laptop or PC?

6%

YES
NO

94%

 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.

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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.

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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.

39. What you do with these gadgets?

Chatting 21%

Watch Videos 14%

E- books 6%

Blogging 6%

News reading 11%

Shopping 12%

Surfing 16%

Games 14%

 Survey results showing that 21% use these gadgets for chatting, 16% for
surfing and 14% for watch videos & games.

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40. Do you ever notice advertisement?

3%

YES NO

97%

 97% of the samples are seeing ads, among them 35% of samples noticed ads
through online media, 22% on TVC and 17% on Newspapers

41. If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner & Videos) 35%

TV 22%

 35% People notice advertisements from online ads and TV and OOH takes
less part.

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42. Mention one from of media, which you give more importance?

Radio 4%

OOH 3%

Newspapers 11%

Online 48%

TV 34%

 48% of the samples are saying they have trust in online ads, 34 % are saying
they have trust in T.V.

43. How do you normally purchase a product ?

Visit and purchase from retail shop itself 19%

Visit the retail shop and purchase from… 7%

Visit the retail shop and purchase from… 4%

Research and purchase from laptop 11%

Research and purchase from mobile 6%

Research in mobile and purchase from… 10%

Research in laptop and purchase from… 22%

Research in mobile and purchase from… 21%

 22% of samples will do research on online and purchase from retail shop, 21%
of the samples will do research in mobile and purchase from retail shop. But
19% of the samples will purchase directly from a retail shop only.

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44. After purchase, what type of experience will you share with others?

Nice deal, in terms of price 14%

Bad experience 2%

Good experience 17%

All the above mentioned 67%

 67% of the samples will like to express their experience with others; it may be
a nice deal, good experience or bad experience with product.

45. How will you share your experience with others?

Face to face talk 37%

In company website 4%

Write a blog 3%

Messaging 24%

Social networking sites 32%

 37% will share their experience through face to face talk, 32% through social
networking sites and 24% through messaging.

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46. Digital Marketing Spending Averages 2.5% of Company Revenue

Customers are transitioning to communicating and buying through digital channels.
That means marketing spending is rapidly shifting to digital marketing. On average,
annual digital marketing operating budgets represented 2.5% of a company's revenue in
2014. These expenses include personnel costs, contract labour, software as a service
and external marketing services such as agency creative services, search, website
design, content creation and management, social and mobile marketing. Three percent
of the marketers responding to our survey said they are spending more than half of their
marketing budgets on digital activities. The majority spends between 10% and 50% of
their marketing budget on digital marketing activities the average is 25%.
It is becoming more difficult to count and allocate digital marketing spending as digital
and traditional marketing techniques are merging. For 20% of companies, digital
marketing activities have already been incorporated into each function within
marketing, and budgets are no longer broken out separately. We expect this trend to
continue growth as areas such as second screen TV, social TV and QR codes integrate
with traditional channels.

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?

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47. 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 as customers 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.

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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.

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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

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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

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 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.

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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.

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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.

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11. LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 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.

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 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.

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12. 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 also to plan for future strategies.

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13. BIBLIOGRAPHY

 MARKETING MANAGEMENT (PHILIP KOTLER)

 GLOBAL MARKETING MANAGEMENT (S.A SHERLEKAR & V.S

SHERLEKAR)

 MARKETING, 8E(JOEL R.EVANS & BARRY BERMAN)

 ELECTRONIC MARKETING (JOEL REEDY, SHAUNA SCHULLO &

KENNNETH ZIMMERMAN)

 FRONTIERS OF ELECTRONICS COMMERCE (KALAKOTA & WHINSTON)

 MARKETING RESEARCH (C.R KOTHARI)

 MARKETING RESEARCH (D.D SHARMA)

 MAGAZINES: BUSINESS WORLD & BUSINESS TODAY

 THE ECONOMIC TIMES

 WWW.GOOGLE.COM

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