CHAPTER: 1

INTRODUCTION

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 ABSTRACT

The current project deals with the topic of e-marketing, its strategies, as one of the most
successful and capable mechanisms that can reach as many customers as possible. It also
examines the basic concepts of e-marketing, its features, multiple stages, multiple
mechanisms, the reasons for its spread, and its pros and cons. The study relied on the
descriptive approach. The most important findings of the research were: the application of e-
marketing requires the provision of the appropriate digital environment, the availability of the
Internet and the proliferation of e-management have made e-marketing a necessity of our
era, and the success of e-marketing requires relying on accurate strategies carefully studied.
The research has also indicated that several strategies can be used in the same organization
in accordance with the development of the internal and external environment of the
organization, and that there is no better strategy than the other. Rather, the nature of the
environment and the objectives set out make the organization resort to strategies at the
expense of the other, and the successful choice from the various strategies should be based
on studies and analytical research of various inputs and outputs of information as well as the
accuracy and actual ability of objectives to be reflected. The research also clarified that the
use of e-marketing strategies provides many opportunities, such as achieving a competitive
advantage and a strategic position in the market.

Furthermore, it has shown that although the e-marketing strategy is effective, there are still
many challenges that require intensified efforts to counter the negative effects of establishing
confidence in customers and encouraging them to seek their services and instilling a culture
of digital communication.

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 INTRODUCTION TO ONLINE MARKETING

1.1 Introduction

Internet has become the Centre of not only our personal and social lives, but also our business
and professional lives. It is quick and very user friendly, it makes it very easy for anyone to
market, buy, sell or advise or anyone via the Internet.

Internet Marketing is an all-inclusive term for marketing products and/or services online.
Internet marketing is using the Internet to do one or more of the following:

 Communicate a company's message about itself, its products, or its services.

 Conduct research as to the nature (demographics, preferences, and needs) of existing
and potential customers.
 Sell goods, services, or advertising space over the Internet.
 Lower costs of dissemination of information and a global audience are its main
advantages.

The definition of Internet marketing may vary depending on the context. For example,
someone who has a home business in which he makes money online selling something,
might refer to his home business as an Internet marketing business. It would not be
inaccurate to do so.

Figure l: Internet Marketing Introduction

Essentially, though, Internet marketing refers to the strategies that are used to market a
product or service online, marketing strategies that include search engine optimization and
search engine submission, copywriting that encourages site visitors to take action, web site
design strategies, online promotions, reciprocal linking, and email marketing to name a few.

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So, in short, Internet marketing is the process of marketing goods or services through the
Internet - both for those whose income is derived solely from the Internet - and for those who
have a brick-and-mortar location but choose to advertise on the Web. Internet marketing is
also Known As: Online marketing, Web marketing, Website promotion, online business,
Internet business.

Although the basic goals of advertising and marketing remain to gain exposure and maintain
a client base for the products and services of a business, doing so on the Internet requires a
different angle of approach to the task. Because promotion on the Internet is done online,
newspaper ads and other print media are not as useful as with offline firms. Web marketing
and online advertising consists of having the web site of the business ranked as high as
possible in the Internet search engines and using other means of virtual exposure.

The importance of Internet marketing strategies has increased with the youth and importance
of the Internet. Most established companies are vying online space today and seek to adopt
web marketing strategies to increase traffic to their company's homepage. Internet marketing
helps add potential customers and the number of quality leads to your website as well. In fact,
most organizations can adopt Internet marketing and advertising strategies to generate better
business.

So, in short, Internet marketing is the process of marketing goods or services through the
Internet - both for those whose income is derived solely from the Internet - and for those who
have a brick-and-mortar location but choose to advertise on the Web. Internet marketing is
also Known As: Online marketing, Web marketing, Website promotion, online business,

Internet business

Although the basic goals of advertising and marketing remain to gain exposure and maintain
a client base for the products and services of a business, doing so on the Internet requires a
different angle of approach to the task. Because promotion on the Internet is done online,
newspaper ads and other print media are not as useful as with offline firms. Web marketing
and online advertising consists of having the web site of the business ranked as high as
possible in the Internet search engines and using other means of virtual exposure.

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1.1.1 What is Online Marketing

Online marketing is a set of tools and methodologies used for promoting products and
services through the internet. Online marketing includes a wider range of marketing
elements than traditional business marketing due to the extra channels and marketing
mechanisms available on the internet.

Online marketing can deliver benefits such as:

 Growth in potential
 Reduced expenses
 Elegant communications
 Better control
 Improved customer service
 Competitive advantage

Online marketing is also known as internet marketing, web marketing, or digital marketing.
It includes several branches such as social media marketing (SMM), search engine
optimization (SEO), pay-per-click advertising (PPC), and search engine marketing (SEM).

1.1.2 Historic Background

Digital marketing is the component of marketing that uses the Internet and online based
digital technologies such as desktop computer and mobile phones and other digital media
and platforms to promote products and services. Its development during the 1990s and
2000s changed the way brands and businesses use technology for marketing.

Online Marketing is getting more and more common. But Marconi’s development of radio
marked the beginning of evolution. Some claim that the introduction of email marked the
beginning of it. Because the first search engine Archie was created in 1990, the phrase
“Digital Marketing” was also developed at that time.

The first clickable advertisement appeared in 1993. Google then made its debut, followed by
Yahoo. The development of cookie technology, a code that stored user data in client

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browsers, was crucial to the development of online Marketing. In terms of Digital
Marketing, the year 2000 was significant. Dotcom’s introduction caused several internet
firms to fold. Google launched AdWords, a tool that allows advertisers to promote their
goods. Social media was developed. Later, Facebook and Google were also made available
to the general public. When YouTube was introduced, marketers could now promote their
brands. When mobile technology took off, WhatsApp was introduced. The launch of
Google+ in 2011 helped to advance Online Marketing. No one has looked back since that
time until now.

1.1.3 The Growth of Online Marketing

The growth in Online marketing trends in India is making a very substantial impact on
marketing and advertisement. The big picture of the Online Marketing industry in India
cannot be complete if a short preview of the past Online marketing statistics is not made.
Going back history, the International Journal of Advanced Research Foundation reveals the
following stats on Online marketing in India.
1979: Michael Aldrich demonstrates the first online shopping system.
1981: Thomson Holidays UK is the first business-to-business online shopping system to be

installed.
1994: Amazon was founded by Jeff Bezos initially an online marketing place for books. In 2013
the Amazon stepped into India marketplace.
2007: Myntra was founded by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena. In 2014
the myntra was acquired by flipkart.

STRATEGIES

Content marketing.

Email marketing.

Search engine marketing (SEM)

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Search engine optimization (SEO)

Pay-per-click advertising (PPC)

Social media marketing.

Affiliate marketing.

1.1.4 Company Profile

Social Media: Social media marketing (SMM) uses social media and social networks—like
Facebook, Twitter, and Instagram—to market products and services, engage with existing
customers, and reach new ones. The power of social media marketing comes from the
unparalleled capacity of social media in three core marketing areas: connection, interaction,
and customer data. Social media marketing has transformed the way businesses are able to
influence consumer behaviour—from promoting content that drives engagement to
extracting personal data that makes messaging resonate with users. Because social media
today is so ubiquitous, marketing techniques using these platforms are extremely important
for businesses. Social media marketing is often more cost-effective with great exposure,
though it requires ongoing maintenance and might have unintended negative feedback
consequences.

Facebook is an online social media and social networking service owned by American
technology giant Meta Platforms. Created in 2004 by Mark
Zuckerberg with fellow Harvard College students and
roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz,
and Chris Hughes, its name derives from the face book directories
often given to American university students. Membership was initially
limited to only Harvard students, gradually expanding to other North
American universities and, since 2006, anyone over 13 years old. As of
December 2022, Facebook claimed 2.96 billion monthly active users,[6] and ranked third

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worldwide among the most visited websites.[7] It was the most downloaded mobile app of the
2010s.

Facebook continues to be the reigning champ of social media sites, as the #1 spot where
friends connect and share online. More than just a meeting place for friends, Facebook has
grown into a venue for businesses to market themselves through interaction with customers
and self-promotion. In this we will be looking at seven ways you can use Facebook for
marketing. Whether you’re a big corporation or a small local biz, Facebook is a powerful
marketing tool – it’s a great space to keep customers informed, develop brand identity, and
broaden your reach. A Facebook page is a great free marketing tool for businesses. These

pages let businesses identify themselves – not just through listing product offerings and
services, but also by sharing links, images, and posts on a customizable page to give a better
sense of a business’s personality and character. Facebook business page shop now button

Your Facebook business page is a great spot to develop your brand identity and show your
human side. Facebook is where you can loosen the tie a bit – don’t be afraid to be funny.
Ultimately you should consider what your key audience would want to see. Share social media
images, links, videos, anything, if it is connected to your business and it seems like something
your target audience would enjoy. Use Facebook Insights to see what
resonates most with your audience. In addition to hilarious videos of
dogs walking in tiny shoes, a store specializing in footwear might also
post an article about how to measure your foot size accurately, what
kind of shoe inserts are best for different sore feet woes, etc. A nice
mix of humour, educational resources, and posts about your store
updates is ideal.

Facebook ads reach the largest potential audience of any social platform, up to 2.11 billion
people as of 2022. Put another way, that is 34.1% of Earth's entire population over age 13. If
you want to begin social media advertising, Facebook is the best place to start for most
businesses.

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Instagram: Instagram[a] is a photo and video sharing social networking service owned by
American company Meta Platforms. The app allows users to upload media that can be edited
with filters and organized by hashtags and geographical tagging. Posts can be shared publicly
or with preapproved followers. Users can browse other users' content by tag and location,
view trending content, like photos, and follow other users to add their content to a personal
feed. Instagram was originally distinguished by allowing content to be framed only in a square
(1:1) aspect ratio of 640 pixels to match the display width of the iPhone at the time. In 2015,
this restriction was eased with an increase to 1080 pixels. It also added messaging features,
the ability to include multiple images or videos in a single post, and a Stories feature—similar
to its main competitor Snapchat—which allowed users to post their content to a sequential
feed, with each post accessible to others for 24 hours. As of January 2019, Stories is used by
500 million people daily.

Instagram marketing is a type of social media marketing, which involves promoting a brand
on Instagram. This social media platform helps brands connect with an enormous audience,
increase brand awareness, and boost sales. Instagram marketing is the practice of using
Instagram to grow your brand awareness, audience, leads, and sales. As the favourite social
media platform of people ages 16-34, Instagram is a highly effective marketing platform for
brands, entrepreneurs, and creators.

While the platform hosts 31.5 percent of 25-to-34-year-olds, the photo-sharing app also hosts
audiences of all ages, with 30.1 percent of 18-24-year-olds, 16.1 percent of 35-to-44-year-
olds, and 8 percent of 45-to-54-year-olds actively using the Instagram platform. These figures
reveal that, despite incorrect audience perception, there is a large likelihood that your target
audience is logging onto Instagram, and you need to be greeting them with content when
they do.

In addition to the sheer size and diversity of users, 90 percent of Instagram users follow at
least one business. This organic interaction with companies stands in stark comparison to
other social platforms. Outside of these metrics, Instagram is also a marketer’s dream for
various other reasons.

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Amazon
Amazon.com, Inc. [1] (/ˈæməzɒn/ AM-ə-zon UK also
/ˈæməzən/ AM-ə-zən) is an American multinational
technology company focusing on e-commerce, cloud
computing, online advertising, digital streaming, and artificial
intelligence. It has been often referred to as "one of the most
influential economic and cultural forces in the world",and is
often regarded as one of the world's most valuable brands. It is considered as one of the Big
Five American technology companies, alongside Alphabet (parent company of Google), Apple,
Meta (formerly Facebook Inc.) and Microsoft.

Amazon was founded by Jeff Bezos from his garage in Bellevue, Washington, on July 5, 1994.
Initially an online marketplace for books, it has expanded into a multitude of product
categories, a strategy that has earned it the moniker The Everything Store. It has multiple
subsidiaries including Amazon Web Services (cloud computing), Zoox (autonomous vehicles),
Kuiper Systems (satellite Internet), and Amazon Lab126 (computer hardware R&D). Its other
subsidiaries include Ring, Twitch, IMDb, and Whole Foods Market. Its acquisition of Whole
Foods in August 2017 for US$13.4 billion substantially increased its footprint as a physical
retailer. Amazon has earned a reputation as a disruptor of well-established industries through
technological innovation and "aggressive" reinvestment of profits into capital expenditures.
As of 2023, it is the world's largest online retailer and marketplace, smart speaker provider,
cloud computing service through AWS, live-streaming service through Twitch, and Internet
company as measured by revenue and market share. In 2021, it surpassed Walmart as the
world's largest retailer outside of China, driven in large part by its paid subscription plan,
Amazon Prime, which has over 200 million subscribers worldwide. It is the second-largest
private employer in the United States. Amazon also distributes a variety of downloadable and
streaming content through its Amazon Prime Video, Amazon Music, Twitch, and Audible
units. It publishes books through its publishing arm, Amazon Publishing, film, and television
content through Amazon Studios, and has been the owner of film and television studio Metro-
Goldwyn-Mayer since March 2022. It also produces consumer electronics—most notably,
Kindle e-readers, Echo devices, Fire tablets, and Fire TVs.

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Amazon has been criticized for customer data collection practices, a toxic work culture, tax
avoidance, and anti-competitive behaviour.
History
Main article: History of Amazon
1994–2006: Early years
Amazon was founded on July 5, 1994, by Jeff Bezos, who chose the Seattle area for its
abundance of technical talent, as Microsoft was in the area.

Amazon went public in May 1997. It began selling music and videos in 1998, and began
international operations by acquiring online sellers of books in the United Kingdom and
Germany. The following year, it began selling music, video games, consumer electronics,
home improvement items, software, games, and toys. In 2002, it launched Amazon Web
Services (AWS), which initially focused on providing APIs for web developers to build web
applications on top of Amazon's ecommerce platform. In 2004, AWS was expanded to provide
website popularity statistics and web crawler data from the Alexa Web Information Service’s
later shifted toward providing enterprise services with Simple Storage Service (S3) in 2006,
and Elastic Compute Cloud (EC2) in 2008,allowing companies to rent data storage and
computing power from Amazon. In 2006, Amazon also launched the Fulfilment by Amazon
program, which allowed individuals and small companies (called "third-party sellers") to sell
products through Amazon's warehouses and fulfilment infrastructure.

2007–present: Growth
On February 2, 2021, Bezos announced that would step down as CEO to become executive
chair of Amazon's board. The transition officially took place on July 5, 2021, with former CEO
of AWS Andy Jassy replacing him as CEO. In January 2023, Amazon cut over 18,000 jobs,
primarily in consumer retail and its human resources division to cut costs. Amazon purchased
the Whole Foods Market supermarket chain in 2017Amazon saw large growth during the
COVID-19 pandemic, hiring more than 100,000 staff in the US and Canada. Some Amazon
workers in the US, France, and Italy protested the company's decision to "run normal shifts"
due to COVID-19's ease of spread in warehouses.

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Myntra
Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru,
Karnataka, India. The company was founded in 2007 to sell personalized gift items. In May
2014, Myntra.com was acquired by Flipkart. In 2011, Myntra began selling fashion and
lifestyle products and moved away from personalization. By 2012 Myntra offered products
from 350 Indian and International brands. The website launched the brands Fastrack Watches
and Being Human. In 2014, Myntra was acquired by Flipkart in a deal valued at 02,000 crore
(US$260 million). The purchase was influenced by two large common shareholders Tiger
Global and Accel Partners. Myntra functions and operates independently. Myntra continues
to operate as a standalone brand under Flipkart ownership, focusing primarily on "fashion-
conscious" consumers. In 2014, Myntra's portfolio included about 1,50,000 products of over
1000 brands, with a distribution area of around 9000
pin codes in India. In 2015, Ananth Narayanan became
the chief executive officer of Myntra. On 10 May 2015,
Myntra announced that it would shut down its
website, and serve customers exclusively through its mobile app beginning 15 May. The
service had already discontinued its mobile website in favour of the app. Myntra justified its
decision by stating that 95% of traffic on its website came via mobile devices, and that 70%
of its purchases were performed on smartphones. The move received mixed reception, and
resulted in a 10% decline in sales.

In February 2016, acknowledging the failure of the "app-only" model, Myntra announced that
it would revive its website. In September 2017, Myntra negotiated the rights to manage Esprit
Holdings' 15 offline stores in India. Myntra reported a net loss of 0151.20 crore in the financial
year 2017-2018.In January 2021, Myntra changed its logo, after a police complaint was
registered that the logo resembles a naked woman. The complaint was filed by a woman
named Naz Patel, who runs an NGO called A vesta Foundation. Model Myntra.com is an
aggregator of many brands. Its business model is based on procuring current season
merchandise from various brands and making them available on the portal at the same time
as in respective retail brand outlets. All these products are offered to customers on MRP.

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Myntra.com raised $20 million in its third round of funding, again led by Tiger Global. In
February 2014, Myntra raised additional $50 Million (Rs.310 crore) funding from Premji Invest
and few other Private Investors.
In April 2015, Myntra acquired Bengaluru-based mobile app development platform company
Native, with a view to strengthen and expand Myntra's mobile technology team. In July 2016,
Myntra acquired mobile-based content aggregation platform Cubit, to strengthen and expand
its technology team. In July,
2016 Myntra acquired their rival Jabong.com to become India's largest fashion platform. In
October 2017, Myntra partnered with Ministry of Textiles to promote handloom industry. In
April 2017, the company acquired Blog, a city-based technology platform for the commerce
sector. In April 2018, Myntra acquired Bengaluru-based start-up Wit works, a maker of
wearable devices to strengthen its technology team. In August 2018, Myntra acquired
Mumbai-Based startup Petr Online Services Pvt. Ltd., an end to-end omnichannel platform for
retail. Digital Reality Show (fashion influencer) Launched its first digital reality show "Myntra
Fashion Superstar" which is based on the fashion influencer talent hunt on Myntra app on 17
September 2019.In association with Zoom Studios, this show will identify & reward India's
next big fashion influencer. Show has eight episodes of reality series which will see 10
contenders competing. They would also be mentored and judged by a star-studded jury, from
the world of Bollywood, TV and fashion, including Bollywood diva Sonakshi Sinha and leading
celebrity stylist, Shaleena Nathani. Regulatory action and lawsuits The Enforcement
Directorate are investigating Myntra for breach of Foreign Exchange Management Act. In
January 2016, Enforcement Directorate issued notice to Myntra's owner Flipkart. It has a tie
up with Nike with the dealer Funfash to sell all authentic Nike accessories Labour issues In
June 2016, Myntra's logistics staff went on a strike alleging lack of basic employee benefits
and poor wages. Roles & Responsibilities Sourcing, negotiating and buying branded apparel
for sale at the portal Managing relationships with multiple t-shirt brands Managing roll-out of
new products on the website Tracking sales targets, inventory, margins etc on a regular basis
Analysing performance of t-shirt styles/designs Market research and store visits to identify
popular brands/ design themes Creating product catalogue for distribution across retail and
POS partners Planning and executing category promotions ski Business focus and products
Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Inc., Reebok,
Puma, Adidas, Asics, Lee

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Lotto, Decathlon, FIFA, John Miller, Indigo Nation etc. to offer a wide range of current season
merchandise from these brands Myntra currently offers products from more than 350 Indian
and international brands.
These include shoes for running, tennis, football, basketball and fitness, along with casual
footwear from world-renowned industry leaders like Nike, Puma, Converse, Adidas,
Decathlon, Reebok, Lee Cooper, Numero Uno, Skechers, Crocks, Asics, Fila, Lotto, ID and many
more. There are also casual and dressy footwear for women from Catwalk, Carlton London
and Red Tape to name a few. Myntra also stocks T-shirts for men and women from popular
brands like Jealous 21, Forever New, Classic Polo, Inkfruit, Lee, Nike, Inc., Probase, Puma,
Adidas, Reebok, Ed Hardy, Decathlon, Lotto, Ediots, Mr. Men, Tantra and Guerrilla.
The website has also launched Being Human and Fastrack watches. In July 31, 2012 Bollywood
actor Kalki Koechlin launches Myntra's 'Star N Style' feature.

1.1.5 ADVANTAGES OF ONLINE MARKETING

 Empowering effect
The introduction of benefited online- marketing is not only about empowering new business,
but also has an impact, especially on small, businesses, as the Internet can go through the
market and small and medium-sized enterprises (SMEs) 's operating competence."(Clement,
2020.It also should be remembered that "the Internet generated unprecedented
opportunities for small businesses to engage in national and international marketing
campaigns which couldn't be achievable due to the enormous amount of capital, they
needed" (Poon & Jevons, 1997
 Elimination of geographic barriers
A few of the main advantages of internet marketing are that it removes all geographic
constraints from the buying and selling process. The Internet thus has limitless global scope
at extremely low speeds (Allen & Fjermestad, 2001; Sigala, 2002; Teo & Tan, 2002). Global
exposure was once the exclusionary realm of large multinationals because of the high cost of
traditional advertising, but the advent of cost-effective internet technology has enabled small
businesses to experience this kind of scope. Where Internet connectivity is available by
different classes of consumers around the globe (Mohammed, 1970).

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 24 hours / seven days availability
Thanks to its popularity, the Internet can now deliver relevant information to clients within
twenty-four hours a day, seven days a week (Jones, Moeeni, & Ruby, 2020). (Joung, Jung,
Ko, & Kim, 2018) In fact, there was no doubt that shopping on the Internet would be more
convenient because you do not have to leave home, visit different shops and take
responsibility for comparing different goods and costs. The buyers will do their shopping
from the comfort, of their own home even more effectively. Simply say, that saves a lot of
time and money.

1.1.6 CHALLENGES OF ONLINE MARKETING

 Problem of integrity
An incorporated marketing was a --central area trend (Gutiérrez, Izquierdo, & Cabezudo,
2010). On the other hand, one- of the major problems with-- marketing strategies is that--
they use various offline and online advertisement platforms such as newspaper, catalogue,
television, mobile phone, email, twitter, social media etc, --while lacking a robust,
harmonized marketing network. This aspect is used as a single target, not as part of an
integrated strategy to achieve concrete and measurable objectives. Consequently, in every
internet marketing campaign all elements must work together (Joung et al., 2018).
 Lack of face-to-face contact
According to (Goldsmith & Goldsmith, 2002) Lack of personal contact is another
shortcoming in online marketing, various authors believe that lack of face-to - face
communication is a barrier to certain Internet transactions that do not involve real, emotional
interaction, and that is why some customers consider online ways to provide impersonal
customer service and ignore the buying experience in a traditional physical storage facility.
We enjoy engaging with the shop staff face-to - face, trying their hands on the related
product and socializing with other clients. This shopping functionality cannot be offline
online marketplace and lacks personal contact. Face-to-face interactions are not just
important for types of products, culture can be a significant variable. For instance, reference
can be made, according to (Rotchanakitumnuai & Speece, 2003), Who reveals that when
online transactions take place there is always a lack of personal communication.

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. Among other things, they refer to Asian cultures in which personal relationships are of
prominent value and often play a crucial role in ensuring that the financial deals have taken
place in conjunction.
 Security and Privacy
Throughout today's evolving digital environment, information security is among the most
important issues to resolve. It is very clear today that user data can be easily passed to other
organizations without obtaining their consent. In addition, hackers don't protect more
sensitive personal information like usernames and passwords (Kaltman et al., 2011). Another
similar concern is spas and pop-up additions that are regarded by greater part of online
customers as an example in the case of privacy infringement (Drozdenko & Drake,
2002). These privacy and security problems are one of the biggest problems with online
marketing. In this regard, solving the related problems is critical for effective internet
marketing. (Peltier & Scovotti, 2010).
 Lack of trust’
This dilemma of the customer's lack of confidence is truly a major challenge to the growth
and development of online marketing. And this is why "online trust is becoming increasingly
relevant as a study subject and its impact on internet marketing strategies is growing"
(McHale, Burke, Lefsky, Peper, & McPherson, 2009). (Defrancq, 2005) describes trust as
follows: " Internet trust concerns how consumers viewed whether the website will meet
standards, whether trustworthy the information on the web is, and how much confidence the
web gives internet users.' Currently, despite the rapid growth in internet sales, many people
have not yet accepted electronic payment methods and are still worried about whether the
purchased items would be delivered.

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1.2 Review of literature
 Nadaraja and Yazdani Ard (2013), in their study aims to uncover the benefits and
drawbacks of social media marketing. It's a cutting-edge tool for marketers looking to
connect with their target audiences. The medium has a lot of advantages and
disadvantages, and businesses are still trying to figure out how to overcome them.
 Trivedi (2013), the study focuses on the importance of various marketing practices and
utilizing various marketing tools by Small and Medium sized Enterprises. It suggests that
SME’s innovative marketing strategies can work only on the basis of clearly formulated
marketing programme to reach to the potential and existing customers. Further it also
suggests to consider the 80-20principleby SME’s before formulating Customer
Relationship Management strategy.
 Yasmin, Tasneem, and Fatima (2015), focused on the importance of digital marketing,
stating that digital marketing is the use of electronic media by marketers to promote items
or services into the market. Digital marketing's major goal is to attract customers and allow
them to interact with the company via digital media. Their research looked at several types
of digital marketing, their success, and the impact it has on a company's sales.
 Sathya (2015), investigated the impact of Digital marketing and suggested that Digital
Marketing is an umbrella phrase for the promotion of products or services using digital
technology, mostly the Internet, but also including mobile phones, display advertising, and
any other digital medium.
 Kaushik (2016), in its paper mentioned that the Digital marketing is in great demand and
its use is increasing in India. Digital marketing has greater prospects to increase sales,
brand recognition loyalty in effective manner. The paper also suggests that by
Campaigning through Digital Marketing, it can help to reduce costs, boost inbound traffic,
and can rank better in search engines.
 Todar (2016), suggests that the use of traditional marketing is deteriorating day by day
due to extensive use of internet by the young consumers for online shopping. Further the
study also reflects that the use of traditional marketing still prevails among the matured
group of customers. So, the paper concluded that one of the best solutions for a company
is to try to make a combination of the two strategies i.e., blending of traditional & digital

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 marketing that will cater the needs of mature group of customers as well as the young
population. Electronic copy available at: https://ssrn.com/abstract=3993539
 Mathur (2016), this paper suggests the importance and benefits of Digital Marketing. It
also highlights that Govt of India is taking initiatives like Digital India which is a new way
of connecting and informing population across the globe. This initiative has turned the
attention of the world towards the emerging development in digitalization. Though
Digitalization, Indian scenario is far-fetched and the acceptance among the masses is a
positive sign to empower India digitally.
 Kannan and Li (2017), aim was to schedule a research strategy in Digital Marketing. The
researchers attempted to provide a complete definition of digital marketing. They have
also created and projected a supporting framework that highlights critical moments in the
marketing process, as well as the marketing strategy process, where digital technologies
play an important part. They also conclude that Digital Marketing must be reviewed in
collaborations with all the stakeholders and future researcher can critically look at the
issues that was outlined with appropriate data from field experiments and observation
studies.
 Yamin Ahmad Bin (2017), mentioned that Digital Marketing is the promotion of products
or brands through one or more kinds of electronic media, as opposed to traditional
marketing, which is the use of channels and procedures that allow a company to assess
marketing campaigns. The study recommends that an integrated marketing
communication plan to be included that would provide as a guide to plan strategy for
marketing as well as to understand the consumer behaviour. It also concludes that Digital
marketing tools and concepts are widening its horizon due to the growth in the use of
mobile and internet communication among the masses and so comprehensive inclusions
of digital marketing tools and strategies along with integrated marketing communication
can ensure success in the field of marketing.
 Krpic, Milic and Istvanic (2017), this paper tries to present digital advertising technologies,
techniques, media, their advantages & disadvantages. According to this paper, out of all
the techniques that is been described, SEO is the most most important technique for
acquiring a customer organically. It also concludes that with the advancement of modern
technologies and devices, even the most traditional entrepreneurs will cater to these
forms of digitization.

18
 Verma (2018), according to the study, businesses can profit from many channels of digital
marketing and the increased use of social media is generating new opportunities for digital
marketers to attract clients through digital platforms. In India, according to the study, there
is a massive shift toward digitalization. Furthermore, the article focuses on the wide
spectrum of consumers who are perceiving shopping services through social networking
sites as a result of their ease of access. Digital Marketing, according to the study, is both
cost-effective and has a significant commercial influence on the business.
 Bharti (2018), found that the important reason for a radical change in the shopping
approach of the Indian consumer is due to the increasing use of e commerce. The papers
suggests that for the growth in digital marketing, marketer should try to identify the trends
and patterns in consumer’s electronic copy available at:
https://ssrn.com/abstract=3993539 behaviour. The consumers can also post online
feedback through social media. Through social media interaction, the businesses can
receive both positive and negative feedback and can also have direct contact with their
customers. This will further increase their efficiency to run their business through E-
Marketing.
 Rajaiah and Srinivasulu (2019) concluded that digital marketing is one of the most cost-
effective ways to advertise a product, when compared to other marketing platforms.
People are being influenced by digital marketing and advertising to purchase and sell
online, and e-commerce is growing. In the following years, the future of digital marketing
in India as well as the scope of digital marketing will brighten.
 Garcia, Lizcano, Ramos, and Matos (2019), the results of this study report were assessed
using the Delphi technique, and its findings suggest that voice searches via mobile devices,
as well as the influence of Artificial Intelligence (AI), will have a long-term impact on the
digital ecosystem. This study also displays and clarifies the precise steps that must be taken
to attract and keep the business marketing strategy after analysing the customer's on-line
buying process inside the large ecosystem of possibilities supplied by digital marketing on
the internet.

19
1.2.1 NEED OF THE STUDY

Today, as fast as technology is changing, the faster we are also changing our habits.
Previously we used to do shopping from local shops or else stores, but now as technology is
advancing the online marketing came into existence which resulted in invention of new online
marketing apps and websites like amazon, myntra, meesho and flipkart. Online marketing
gives you many ways to demonstrate and build expertise. You can use online marketing to
establish and build relations more effectively. The internet is the most common way people
check out your firm. Firms that generate leads online achieve faster growth and higher profits.

The study of consumers helps firms and organizations to improve their marketing
strategies by understanding the issues such as psychology of consumers how he think feel,
reason and select the amount different alternatives. The psychology of how the consumer is
influence by his or her environment. The consumer behaviour while shopping or making other
marketing decisions, limitations in consumer knowledge or information processing the
abilities influence decisions and marketing outcome.

1.2.2 RESEARCH GAP

Finally, we examined the literature review and identified the four factors which comprises the
independent variables (prices, brand, product quality, and social influence) and dependent
value-influence consumer purchasing decision following the decision of relevant theoretical
framework. We proposed a theoretical framework based on our observation and hypothesis.

1.2.3 OBJECTIVES OF STUDY

 To know whether it provides high quality products to customers.

 To measure customer level satisfaction towards amazon, Myntra etc.
 To study the average time spent on using internet.
 To study the factors that motivates for consumers using online marketing.

20
1.2.5 SCOPE OF STUDY
The primary data required for this study has been collected through distribution of
Questionnaires online regarding primary data, the study’s scope is limited to Hyderabad in
Telangana State. The study on “ONLINE MARKETING STRATEGIES “aims to analyse effect on
consumers. For our survey students the majority of responses.

1.2.6 RESEARCH AND METHODOLOGIES:

The primary and secondary type of data has been collected for purpose of study. The data
has been collected, filtered, and presented in the form of tabular and graphical.

The methodology used for collection of the data, the selection of samples, analysis of data
and interpretation of data discussed below.

DATA SOURCE

The data for the research has been collected from using both the sources of data, those are

I). Primary data

ii). Secondary data

Primary Data:

Primary data is information that has been produced by the researcher themselves, including
surveys, interviews, and experiments for figuring out and resolving the current study issue.
Primary data is one of the very significant sources for collecting the data. Primary data is
collected through online survey questionnaires. It gives the proper information regarding
how consumers are satisfied using online marketing.

Secondary Data:

The secondary data is collected to analyse the data as a reference, used in literature review.
The secondary data has been collected from the journals, articles, and websites etc.

21
Secondary research is a research method that uses data that was collected by someone else.
The data was collected through Scholarly articles, Company website and Journals.

Sample Size:

The sample size of this study and the responses received is 137. Using convenience sampling
technique.

1.2.7 STATSTICAL TOOLS:

Research methods or techniques used to process research operations for the collection of
data establishing the relationships and evaluation that data to get results. The method used
in the research are Google forms and questionnaire responses.

1.2.8 LIMITATIONS OF THE STUDY

1. The scope of the project is limited to the city of the Hyderabad so we can’t say that the
same responses will exists throughout India.

2. Time period is short and resources constraints

3. The study is purely based on the prevailing satisfaction level but this may vary according to
the advancement of technology and another social scenario.

4. Respondents are reluctant to respond in all cases and the scope of the project is limited

22
CHAPTER:2
DATA ANALYSIS AND
INTERPRETATION

23
Table No.1
Gender

Options Respondents Percentage

Male 63 46%
Female 73 53.3%
Prefer not to say 1 0.7%

Chart No.1
Chart showing the gender of the respondents?

INTERPRETATION:
This above pie chart represents the gender of the respondents who are the customers of
online marketing.

 46% of the respondents are of Male

 53.3% of the respondents are of Female

24
Table No.2
Age

Options Respondents Percentage

18-25 124 90.5%
25-30 9 6.6%
30-35 2 1.5%
35-40 2 1.5%

Chart No.2
Chart showing the age of the gender?

INTERPRETATION:
This above pie chart represents the age of the respondents who are the customers of online
marketing

 90.5% of the respondents are from 18-25 age

 6.6% of the respondents are from 25-30 age
 1.5% of the respondents are from 30-35 age
 1.5% of the respondents are from 35-40 age

25
Table No.3
Occupation of the respondents

Options Respondents Percentage

Student 105 76.6%
Daily Worker 3 2.2%
Salaried Employee 24 17.5%
others 5 3.6%

Chart No.3
Chart showing the occupation of the respondents

INTERPRETATION:
This above pie chart represents the occupation of the respondents who are customers of
online marketing

 76.6% of the respondents are students

 2.2% of the respondents are daily workers
 17.5% of the respondents are salaried employee
 3.6% of the respondents are others

26
Table No.4
Where do you use internet?

Options Respondents Percentage

Work/studies 101 73.7%
Private 36 26.3%

Chart No.4
Chart showing the how many respondents are using internet for work/studies and private

INTERPRETATION:
This above pie chart represents the percentage of internet users for the purpose of
work/studies and private

 73.7% of the respondents use internet for work/studies

 26.3% of the respondents use internet for private

27
Table No.5
How much time do you spend online a day?

Options Respondents Percentage

0-1 hours 20 14.6%
2-5 hours 79 57.7%
5-10 hours 29 21.2%
More than 10 hours 9 6.6%

Chart No.5
Chart showing the how much time respondents spend online a day

INTERPRETATION:
This above pie chart represents the respondents spend online a day

 14.6% of the respondents spend 0-1 hour online a day

 57.7% of the respondents spend 2-5 hours online a day
 21.2% of the respondents spend 5-10 hours online a day
 6.6% of the respondents spend more than 10 hours online a day

28
Table No.6
Which online marketing apps or sites do you use more often?

Options Respondents Percentage

Social Media Platforms 81 59.1%
Amazon 30 21.9%
Myntra 16 11.7%
Specific Websites 10 7.3%

Chart No.6
Chart showing how often respondents using online marketing apps and sites

INTERPRETATION:
This above pie chart represents the usage of different online marketing apps that people use
more often.
59.1% of the respondents prefer using social media platforms.
21.9% of the respondents prefer using Amazon.

11.7% of the respondents prefer using Myntra.

7.3% of the respondents prefer using some other specific websites.

29
Table No.7
Why do you prefer online marketing?

Options Respondents Percentage

Time Saving 72 52.6%
Fast Delivery 15 10.9%
Product Quality 11 8%
Great Deals 39 28.5%

Chart No.7
Chart showing percentage of respondents why do they prefer online marketing

INTERPRETATION:
This above pie chart represents of the percentage of the respondents why do they online
marketing

 52.6% of the respondents prefer online marketing for time saving

 10.9% of the respondents prefer online marketing for fast delivery
 8% of the respondents prefer online marketing for product quality
 28.5% of the respondents prefer online marketing for great deals

30
Table No.8
How do you get information about new products?

Options Respondents Percentage

Online Advertisements 65 47.4%
Social Media 56 40.9%
Magazines and newspaper 5 3.6%
Friends and relatives 11 8%

Chart No.8

Chart showing percentage of respondents how do they get information about new product

INTERPRATATION:

This above pie chart represents the percentage of respondents how do they get information
about new product

 47.4% of the respondents get information through online advertisements

 40.9% of the respondents get information through social media
 3.6% of the respondents get information through magazines and newspaper
 8% of the respondents get information through friends and relatives

31
Table No.9

Do you like advertisements?

Options Percentage Percentage

(YES) (NO)

Informative 78 11
Entertaining 23 15
Waste of time 11 18
Annoying 11 12

Chart No.9

Chart showing percentage of respondents do they like advertisements

INTERPRETATION:

This above graph shows the percentage of the respondents why do they like advertisements

32
 YES

78% of the respondents think advertisements are informative

23% of the respondents think advertisements are entertaining

11% of the respondents think advertisements are waste of time

11% of the respondents think advertisements are annoying

 NO

11 of the respondents think advertisements are informative

15 of the respondents think advertisements are entertaining
18 of the respondents think advertisements are waste of time
12 of the respondents think advertisements are annoying

33
Table No.10
Which of the following online advertisements attracts you most?

Options Respondents Percentage

Pop-ups-ads 26 19.4%
Mail ads 12 9%
Banner ads 24 17.9%
Search advertisements 24 17.9%
Above mentioned all 48 35.8%

Chart No.10
Chart showing which online marketing advertisements attracts the most to the respondents

INTERPRETATION:

This above pie chart represents the percentage of the respondents which advertisements
attracts the most

 19.4% of the respondents prefer pop-ups-ads

 9% of the respondents prefer mail ads
 17.9% of the respondents prefer banner ads
 17.9% of the respondents prefer search advertising
 35.8% of the respondents prefer above mentioned all

34
Table No.11
If you click a link, how often do you experience mislead?

Options Respondents Percentage

Rarely 45 33.1%
Occasionally 30 22.1%
Often 39 28.7%
Always 22 16.2%

Chart No.11
Chart showing percentage of how often advertisement mislead when respondent click a link

INTERPRETATION:
This above pie chart represents the percentage of respondents how often they experience
mislead of advertisement when they click a link

 33.1% of the respondent’s experience mislead of advertisement rarely

 22.1% of the respondent’s experience mislead of advertisement occasionally
 28.7% of the respondent’s experience mislead of advertisement often
 16.2% of the respondent’s experience mislead of advertisement always

35
 Table No.12
Have you faced any problems while using online marketing apps nor sites?

Options Respondents Percentage

Yes 74 54.4%
No 62 45.6%

Chart No.12
Chart showing the percentage of respondents have faced any problem while using online
marketing apps

INTERPRETATION:
This above pie chart represents the percentage of respondents have faced any problem while
using online marketing apps

 54.4% of the respondents have faced problems while using websites

 45.6% of the respondents do not face any problem while using websites

36
CHAPTER:3
FINDINGS
SUGGESTIONS & CONCLUSION

37
3.1 FINDINGS

 46% of are male and 53% of are females. Therefore, majority of the respondents are
male.
 90.5% of belongs to the age group of 18-25 years, 6.6% of belongs to age group of 25-
30 years, 1.5% of employees belongs to the age group of 30-35 years, 1.5% of
employees belongs to the age group more than 35-40 years.
 76.6% of are from students, 2.2% are from daily workers, 17.5% are from salaried
employee and 3.6% are from others.
 73.7% of respondents use internet for work/studies, 26.3% respondents use internet
for private.
 14.6% of respondents spend online a day for 0-1 hour, 57.7% of respondents spend
online a day for 2-5 hours, 21.2% of respondents spend online a day for 5-10 hours,
6.6% respondents online a day more than 10 hours.
 59.1% people use social media platforms for online marketing, 21.9% people use
amazon for online shopping, 11.7% people use myntra for online shopping, 7.3%
people use specified website for online marketing.
 52.6% people use online marketing apps for time saving, 10.9% people use online
marketing apps for fast delivery, 8% people use online marketing apps for product
quality, 28.5% people use online marketing apps for great deals.
 47.4% people get information through online advertisements, 40.9% people get about
new product through social media, 3.6% people get information through magazines
and newspapers, 8% people get information from friends and relatives.
 11% people find advertisements as informative, 15% people find advertisement as
entertaining, 18% people find advertisements as waste of time, 12% people find
advertisement as annoying.
 54.4% of people have faced problems while using online marketing sites and apps,
45.6% people have not faced any problem while using online sites.

38
3.2 CONCLUSION
As generations evolve and technology develops, the advancement in the field of marketing
and advertisements has been immense. No longer are businesses bound by the limitations of
traditional marketing techniques. The old has been heavily replaced by the new. One of the
newest and most effective strategies has been of Digital marketing. This method of marketing
has lifted the business domain to new heights limitations of internet marketing are few, while
the advantages are sure to boost any business up towards the most fantastic and profitable
opportunities.

Modern market has transferred to the online world where companies can now reach
customers worldwide, using different forms of online marketing. Not only does this increase
the potential market and the number of potential customers, but it also provides companies
with the chances of establishing the position on global market and thus reaching for greater
success and achievement of long-term goals.

39
3.3 SUGGESTIONS

 Majority of the employees prefer Digital marketing through internet. Hence

companies, must be focusing high on Digital marketing technologies.
 Only people of the age group by 25-30 are more into social media marketing.
 Hence people or employees must be given awareness about the usage of digital
networking to fine tune the business.
 Most of the customers purchase online. So, this medium can be enhanced more with
more customer friendly options.
 Most of the face book ads are unnoticed by the customers. Hence the face book and
other social media ads should be displayed in the right way to catch the attention of
the customers.
 The social media sites and websites should be made mobile friendly.
 A business blog can be a winning addition to the website. It can help boost the site’s
SEO.

40
3.4 REFERENCES
1. Nadaraja, R., & Yazdanifard, R. (2013). Social Media Marketing: Advantages and
Disadvantages. Research Gate. Published.

2. Puttaiah, M. H., Raverkar, A. K., & Avramakis, E. (2020, December 10). All change:
howCOVID-19 is transforming consumer behaviour. Swiss Re Institute.
https://www.swissre.com/institute/research/topics-and-risk-dialogues/health-
andlongevity/covid-19-and-consumer-behaviour.html
7
3. Sathya, P. (2017). A Study on Digital Marketing and its Impact. International Journal of
Scienceand Research (IJSR), 6(2), 866–868.

4. Srinivasulu, Y., & Rajaiah, K. (2019). Future and growth of digital marketing in India.
International Journal of Applied Research, 5(2), 87–93.

5. Todor, R. D. (2016). Blending traditional and digital marketing. Bulletin of the

TransilvaniaUniversity of Brasov, 9(58).

6. Trivedi, J. Y. (2013). A Study on Marketing Strategies of Small and Mediumsized Enterprises.

Research Journal of Management Sciences, 2(8), 20–22.

7. Yamin, A. B. (2017). Impact of Digital Marketing as a Tool of Marketing Communication:

ABehavioral Perspective on Consumers of Bangladesh’. American Journal of Trade andPolicy,

8. Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the
Challenging Age: An Empirical Study. The International Journal of Management Scienceand
Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-
5419.2014.15.1006

41
BIBILOGRAPHY
The data collected is primary as well as secondary

Primary data was collected through questionnaires having 136 responses.

Secondary data was from the previous articles and internet.
https://docs.google.com/forms/d/1KZIZQE_5y4aXVodwMrKg22MClnl_s7_X0E8
SWZn3NMs/edit?pli=1

https://en.wikipedia.org/wiki/Digital_marketing

Marketing. (n.d.). In Wikipedia., from https://en.wikipedia.org/wiki/Marketing

http://www.wisdomportal.com/Books/OnlineMarketing.html.

http://www.socialmediatoday.com/content/marketing-trends-2013-and-

42
 ANNEXURE
QUESTIONNAIRE

1. Name of the respondent:

2. E-mail address:

3. Gender:
 Male
 Female
 Prefer not to say

4. Age:
 18-25
 25-30
 30-35
 35-40

5. Occupation of the respondent:

 Student
 Daily Worker
 Salaried Employee
 Others

6. Where do you use internet:

 Work/studies
 Private

7. How much time do you spend online a day:

 0-1 hour

43
  2-5 hours
 5-10 hours
 More than 10 hours

8. Which online marketing apps or sites do you use more often:

 Social Media Platforms
 Amazon
 Myntra
 Specified Websites

9. Why do you prefer online marketing:

 Time saving
 Fast Deliver
 Product quality
 Great Deals

10. How do you get information about new products:

 Online Advertisement
 Social Media
 Magazines and newspapers
 Friends and relatives

11. Do you like advertisements:

 YES
 NO

12. Which of the following online advertisement attracts you most:

 Pop-ups-ads
 Mail ads
 Banner ads
 Search advertising

44
  Above Mentioned all

13. If you click a link, how often do you experience mislead:

 Rarely
 Occasionally
 Often
 Always

14. Do you think position of an ads influence your attention:

 Yes, big influence
 Yes Somewhat
 No

15. Have you faced any problems while using online marketing sites or websites:
 Yes
 No

45