CHAPTER – 1

INTRODUCTION AND RESEARCH DESIGN

1.1 INTRODUCTION

Internship is a period of work experience offered by an employer to potential

employees, called interns that are usually undergraduates or students. Internship give
students exposure to the working environment, often within a specific industry,
which relates to their field of study. Internships can be as short as a month or as long
as 12 months. Interns can be paid or not depends on the company.

Internship should give students practical skills, experience and greater knowledge
of an industry, in exchange for the employer benefiting from their labor. With the
emphasis firmly on training, internships give students real-life experience of the
workplace and field they hope to break into. It can help students gain critical work
skills and decide if the career they are experiencing is right for them or not, and also
enables student to make valuable work contacts and acts as an important stepping-
stone to securing a job and climbing the first rung on the career ladder.

Definitions

Internship is nothing but a stepping stone to work environment to an entry level

candidate who is looking for a job. Internship incorporates the experience of working in
the field of one‟s choice at the time of completing ones education. So internship is
definitely a part of the education process or done over the summer holidays as vacation
training. The student whose education was up to now only restricted to a class room gets
an opportunity to step into arena of work field with professional atmosphere and work
culture. Here student gains different job related skills like working capabilities and soft
skills etc. A student has an added benefit in the internship which is to develop relations,
references and connections with the people who are actually practicing managers.

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Meaning

Internship is a job oriented process which aim to develop special skills related to
the job. Through internship process effort is made to increase practical skill with the
theoretical knowledge which student got in formal educational institute.

Under internship, business organization or technical institute and college or

university jointly impart training for students during his bachelor or master degree. The
objective of such programme is to strike a balance between theoretical and practical
knowledge. Educational institute impart theoretical knowledge to their students but for
practical knowledge they are sent to business organization.

1.2 OBJECTIVES OF THE STUDY

a. To assist the student‟s development of employer – values skills such as
teamwork, communications and attention to detail.
b. To train student how to work under pressure.
c. To expose the student to professional mentors who will provide the student
with support in the early stages of the internship and provide an example of
behaviors expected in the intern‟s workplace.
d. To improve creativity, time management, and how to work efficiently.
e. To learn about leadership and take responsibility at working place.

1.3 SCOPE OF THE STUDY

 Ease workload of regular employees

 Enable employees to focus on higher level tasks
 Meet short-term staffing needs
 Utilize a cost effective employment strategy
 Obtain access to highly motivated students who can fill staffing needs
 Complete finite projects
 Develop a pipeline of future employees
 Inject enthusiasm and fresh ideas into your organization
 Provide practical learning opportunities to students

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1.4 RESEARCH METHODOLOGY

The present research study is an empirical study. For the purpose of the study
data is collected by two ways. One is primary data and another one is
secondary data.

Primary Data:

Primary data as be collected through structured questionnaire and

distributor to those who are having the habite of investing on mutual
funds.

Secondary Data:

Secondary data are second hand information and the required data
for the study is collected through the “secondary data gathered
through published sources such as Articles, Reports, Newspaper,
Journals, Internet, Website etc.

Sample Size

The samples size of this study consists of 50 respondents.

Type of Data Collections

 Observations

 Surveys

 Focus groups

 Interviews

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1.5 Limitations of the study

 Lack of proper research and detailed information about the company

and its operating activities.

 The time frame to perform an internship was short.

 Lack of knowledge to run programs and software used by DP Sign.

 Object-oriented based programming and use of different

programming languages in DP Sign stopped me to learn more.

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 Chapter- 2
INDUSTRY PROFILE AND COMPANY PROFILE

2.1 Introduction
We live in a super connected world these days and such advertising in
Marketing are no longer the same animals they once were. This is especially true
due to the rise of social media, which has changed how business communicate
with potential and existing clients. Digital marketing means using technologies such as
websites, mobile devices and social media to help reach your customer base, create
awareness of your brand and sell your goods or services. These technologies can be used
cheaply and effectively, whatever the size of your company or your business model.The
basics of marketing remain the same - creating a strategy to deliver the right messages to
the right people. Though businesses will continue to make use of traditional marketing
methods, such as advertising, direct mail and PR, digital marketing adds a whole new
element to the marketing mix. Its flexible and cost-effective nature makes it particularly
suitable for small businesses. This guide describes the benefits of digital marketing, what
the stages are for developing a digital marketing plan and also outlines some of the legal
issues that you will need to consider. The guide also provides a basic digital marketing
plan template that you can download and use for your own business.
Advertising in business is a form of marketing communication used to encourage,
persuade, or manipulate an audience to take or continue to take some action. Most
commonly, the desired result is to drive consumer behaviour with respect to a
commercial offering. Advertising is defined by Richard F.Taflinger as “Advertising is the
non-personal communication of information usually paid for and usually persuasive in
nature about products, services or ideas by identified sponsors through the various
media."
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.

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An agency can also handle overall marketing and branding strategies 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 thousands of dollars more.
 Traditional marketing channels fail to provide instant feedback and reports about
who saw or heard an ad, and took action. This data is collected long after the
initial ad impression is made (and still then, the statistics are far from exact
numbers).
Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being
viewed, how often, how long, as well as other statistics such as sales conversions.

2.2 Digital Marketing Meaning

The term 'digital marketing' was first used in the 1990s. In the 2000s and the
2010s, digital marketing became more sophisticated as an effective way to create a
relationship with the consumer that has depth and relevance. Digital marketing was
defined in Wikipedia as “marketing that makes use of electronic devices (computers)
such as personal computers, smart phones, cell phones, tablets and game consoles to
engage with customers. Digital marketing applies technologies or platforms such as
websites, e-mail, apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet
marketing' but it‟s wrong. Digital marketing revolves around the Internet, which explains

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why people tend to believe that digital marketing and Internet marketing are
synonymous. Nonetheless, they are different. Internet marketing falls under the category
of digital marketing. Internet marketing encompasses digital marketing services such as
search engine optimization, display advertising, and email marketing.
American Marketing Association defined marketing is the motion, set of
association and processes for create, communicate, deliver and exchange aid that have
value for customers, clients, allies, and society at large. Throughout the history, it has
always been important to market the product to its audience and it‟s the best way to get
the brand name out and make sales. Though promotion can be made through many ways,
but it‟s necessary to satisfy the objectives of the organization by minimize the expenses.
Digital marketing is the way to satisfy. The application of the internet and related digital
technologies in combination with conventional communication to accomplish marketing
objectives
Digital marketing is the use of the channels in order to reach the desired target
market via some of the following channels social media, websites, multimedia
advertising, online search engine advertisement, E-marketing, interactive marketing
(polls, game adds, mobile marketing)
Digital marketing has been considered a new form of marketing and provided new
opportunities for companies to do businesses. Marketing activities conducted via digital
channels enable advertisers to directly communicate with potential customers in a rapid
velocity and regardless the geographical location. Digital marketing has been recently
referred as one of the best means to cut through the mess and interact directly with the
consumer. Hence, with the trend toward direct, one‐ to‐ one marketing, additional
attention is being paid to the use of the digital channels as a means of effectively
advertising to consumers. While considering digital channels, the recent development is
mobile marketing. Indian mobile market is one of the fastest growing markets due to the
increase in the number of middle-income consumers, and is forecasted to attain millions
of users in the upcoming decade. Thus, research on digital channel advertising would
impact greatly on the way business is done. The development and widespread use of
internet technologies have transformed the way society communicates both in their daily
and professional life. One of the for the most part important indicator of this

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transformation is emergence of new communication tools. New communication tools
emerging with the development of technologies are called “digital marketing”. When we
talk about digital channels, what comes to intellect are Facebook, Twitter, Instagram and
similar social networks that are used online and virtual platforms like web sites, micro
blogs and search engines. With the advent of new communication to customers with
digital channels, already available communication tools are now fetching to be called as
“traditional communication tools. Traditional communication tools are printed (journals,
newspapers etc.), visual (television, cinema etc.) and audio (radio) communication tools.

2.3 Progress of Digital Marketing

Digital marketing, the promotion of products or brands via one or more forms of
electronic media, differs from traditional marketing in that it uses channels and methods
that enable an organization to analyze marketing campaigns and understand what is
working and isn‟t typically in real time. Digital marketing is an umbrella term for all of
your online marketing efforts. Businesses leverage digital channels such as Google
search, social media, email, and their websites to connect with current and prospective
customers. One of the most upcoming growth is Facebook, there came many options
which grasp many users through the world.
It built a better platform for the users to connect each other. No of active users in 2012=
1.1 billion, No of active users in 2016=1.71 billion, Stock price at I.P.O=$38, as of
yesterday, stock price= $ 128. Investments from other companies facilitated the growth.
Diverse customers, 70% of users come from outside of the U.S. Mangers were not
pressured to products too many profits or revenues.

E-mail commerce:
E-mail is an art of sending commercial messages to a batch of people, every e-
mail that we deliver to ongoing customers is termed as e-mail marketing. It refers to
sending e-mail messages for staying in a relationship with present or former customers
and for grouping new customers or co agent existing customers to purchase something
and sharing with other people.

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 Comparing to other traditional mail, e-mail is the cheaper and faster, it is labeled
with recipient name, street address, city, state, or province, zip code. The main strategy is
marketing the products and services with aid of e-mail channel with the greater
possibility of accomplishing profit and meeting the goals.

Bestowed Social Media Proclamation:

To be successful in social media publishing ads, plays the superior role. Though
are in a technology world, all are adopting to social media, it is viral spreading sites that
the people use daily. Social media is a crucial factor for revenue growth and online
business, a social media like the facebook score is growing faster compared to other
media as long as the ads they proclaim in the society. On other hand, Twitter is lagging
on inactive users every month and even google users too inactive.
Look over 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
primarily through paid advertising.

Digital Marketing Boards

There are abundant platforms available, Hubspot is the first inbound marketing software
that provides all the tools for the online marketing strategy.
 Exact target
 Market
 Marin software
 Vocus
E-mail marketing boards:
1) Campaign Monitor.
2) Stream send.
3) Mad mini.
4) Constant contact.

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Social media marketing:
Social media marketing is becoming more popular for customers. To use social media
effectively, firms should learn to allow customers and internet users to post user-
generated content, also known as “ Earned media”.

Mobile marketing:
Mobile marketing is the art of digital marketing, but the really era of mobile has already
arrived. More users are spending larger amounts of time engaged with mobile devices
than ever before. New marketing consists of smartphones, mobile sites, geolocation and
social marketing.

Viral marketing:
Viral marketing refers to the marketing techniques that use pre-existing social networking
services and other techniques to produce an increase in brand awareness or to achieve
other objectives of digital marketing. Viral videos are everywhere and everyone wants
one. That‟s because they‟re the cheapest way to spread the message to the world.
There are many uses of digital marketing, as growth will be higher soon and also helps to
make use of proven strategies and techniques that attract not necessarily more traffic but
highly targeted customers.

2.4 Issues
The traditional communication is gradually being replaced by a continuous back
and forth flow, rooted in digital marketing is a recent online form of
marketing corresponding to a set of communication actions conducted over the internet
through digital media. A digital media refers to any digital channel based on the use of
Internet such as social media, to reach consumers in a personal, spontaneous and
interactive way, digital marketing is part of a digital revolution that has led to the
emergence of a new space for dialogue between companies and consumers where not
only the consumer is receiving information that the company sends him but he is also a
full-fledged player. One of the best tools of digital marketing is digital advertising. It‟s
now possible to promote a product or a brand to consumers more effectively. It‟s

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important to keep in mind that this new dialogue space is completely disrupting the
companies‟ communication and promotion strategies and challenging their use of the
traditional media such as the radio, the television, the Companies do not have other
choices than to adapt to this fast-paced environment shifting towards a digital era that can
provide them with a lot of opportunities

1. Big Data
“Big data” is a moniker for the explosion in data that has occurred as a result of dramatic
increases in computing power coupled with sharp drops in the cost of both computing and
data storage. These trends have resulted in a literal torrent of data as consumers go about
their daily lives using and interacting with computers in a wide variety of ways.

2. e-commerce
Driven by lower prices, convenience and the broadest selection of products, online
consumer spending show that e-commerce in the India, Pure play online retailers such as
Amazon and eBay have built massive businesses on the basis of e-commerce. Amazon
for example, now attracts in excess of 110 million unique visitors in a month and reported
in India, sales of $7.9 billion in, up 33% over the prior year. But the emergence of e-
commerce also means that the physical store is under attack, which in turn means that
those retailers who cannot maintain their in-store market share as their category shifts
online face increasingly difficult times. Different product categories are shifting online at
differing rates, creating particular challenges for multi-category retailers such as big store
mass merchandisers. The digital channel shift to online has also put downward pressure
on prices, because the Internet allows consumers to easily root out the lowest price for a
product, since pricing power is now in the hands of the consumer.

3. Social Media
social media has just eclipsed portals in share of time spent on the Internet. In November
Facebook attracted 150 million unique visitors in the India. Alone while accounting for
10% of total minutes spent online. But it‟s not just Facebook that comprises social: In the
same month in the India. LinkedIn attracted 41 million monthly unique visitors, Twitter

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saw 40 million, Google+ attracted 29 million, while Pinterest and Instagram each
received more than 25 million visitors.
With the explosion in consumers‟ use of social networks, are wrestling with the challenge
of how to best utilize these channels to communicate with consumers. In many cases,
social holds the promise of word of mouth persuasion achieved at scale. consumer
behaviors, including brand engagement and buying, and to measure actual campaign
performance.
Beyond the use of social networks as an advertising platform, market researchers are
pondering their use as a source of consumer insights, with some suggesting that this will
replace the use of consumer surveys within the next five years

4. Shift of Ad Spending to Digital

Advertising spending has been shifting to the Internet at a rapid rate, withthat online
advertising in increased by 18% over last year. For the first three quarters of 2012, the
increase was 15% -- far greater than the increase of 3.8% in during the same time period.
It has been hypothesized that the high production cost of rich media ads is causing a shift
to other formats, especially video where a 30-second TV commercial can be easily
repurposed into a 15-second online ad at a minimal cost..

5. Audience Targeting vs. Media Location

The rise in computerized cookie-based audience buying has been aided by the availability
of demand side platforms and real time exchanges. It‟s now estimated that about 20% of
all display ad impressions are bought via real time bidding and that this level is growing
rapidly. The benefits of programmatic audience buying have been well documented.
On the negative side, publishers are understandably concerned about the downward
pressure on ad prices that has occurred despite their efforts to hold back premium content
from the exchanges. This has, in turn, led to the creation of private sell-side platforms,
which allow the programmatic buying of audiences on specific internet properties. The
hope is that this will protect publishers‟ premium pricing, while simultaneously providing
advertisers with some of the efficiencies of programmatic buying and the higher impact
of having their ads running alongside premium content.

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6. Measuring Delivery and Effectiveness of Digital Media Plans
An important issue that needs to be mentioned at this point is the relative accuracy of
cookie-based targeting. Research has shown that while it‟s generally superior to what can
be achieved using traditional media, it often fails to match the hype. Because of cookie
deletion and the fact that a cookie is a unique browser identifier a cookie can often fail to
accurately reflect the demographic and behavioral characteristics of the person using the
computer at any given point in time.
On a related topic, digital media is seeing a growing use of online GRPs to plan and
measure the delivery of digital campaigns. When coupled with a view ability measure
and a targeting accuracy metric, this can provide a huge step forward in ensuring that an
advertiser‟s media plan is being delivered as intended. An indication of the growing use
of these metrics is that product suite has now been used in turning to the measurement of
the impact of digital campaigns performance metric.

8. Multi-Platform Media Planning and Analysis

Consumer consumption of media content is fragmenting across digital platforms at an
accelerating rate. For example, originally scripted TV content can now be viewed on the
Internet using and increasingly via mobile and portable devices; TV ads are being
delivered online; and sports programming is being viewed live on smartphones. While
this multi-platform behavior allows advertisers more opportunities to reach consumers
with their advertising messages at a place and time that the consumer prefers, it also
creates a pressing need for media planners to accurately measure how content is being
consumed across platforms.

9. Real-Time Marketing Insights

Increasingly today, speed of decision-making is a competitive advantage and this is
certainly true in the case of digital advertising are the days when an advertiser could wait
until a campaign had run its course to understand if the media plan was delivered as
intended or to measure the effectiveness of the campaign. Today‟s digital realities
demand and allow real time insights so that course corrections can be implemented

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quickly as needed, thereby significantly reducing waste and increasing campaign
effectiveness.

10. Privacy Considerations

The advent of digital marketing has been accompanied by a far higher level of scrutiny of
privacy issues than was ever the case with traditional media. Some of that is to be
expected. The industry as a whole has the opportunity to help legislative bodies here in
the U.S., and especially in Europe, understand how both first and third party cookies,
when used anonymously, present no risk to privacy.

11.Increased Security Risk

As more information is shared online, there is more incentive for hackers to find ways to
get through security. We shop online, pay bills, submit applications with private
information, order copies of our birth certificates and other important documents, and
much more. That‟s a treasure trove of data for thieves.

12.Cluttered market.
There are billions of websites in a limited number of SEO, is just one way to help y rise
to the top, but it is not enough to find ways to provide unique and valuable content, have
to have an original voice, and have to engage people. Everything has already been done,
so there‟s no use in trying to reinvent the wheel. Instead, focus on giving your readers
what they really need. Provide them solutions to their problems. Talk about the things
they care about. Make emotional appeals.

13.Less Focus on Keywords

In the past, keywords were the bread and butter of SEO. Find the right keywords and use
them the right way and web site could shoot to the top of search results, helping get more
traffic and exposure With all of Google‟s algorithm changes, keywords have become less
important. They are still used, but they are not the focus. Instead, Google crawls site to
get a sense of the overall tone and scope. It‟s a topical approach rather than seek and find

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that means that need to use search phrases rather than keywords and that need to build
content around topics rather than writing a blog post for each keyword want to target.

14. More Ad Blockers

The use of ad blocking software is growing exponentially, and the people who are not
using them will soon be in the minority that presents a big challenge for marketers, who
will have a hard time getting people to even see their ads, let alone to act on them. Native
advertising is emerging as the most effective solution right now, including sponsored
blog posts, reviews and mentions. Intent-based native advertising will help marketers get
even more results since it improves targeting to ensure that the right customers are
seeing the ads.

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 COMPANY PROFILE
Introduction

As a team, we particularly aim to help students fulfill the requirements of quality skill
development put forward by the current market landscape.

We strongly believe that the race to stay ahead in today‟s scenario begins with being able
to gain the necessary skills and knowledge demanded by the industry. We are, therefore,
committed to providing our clients with the best possible resources that will help them
bridge the gap between their current capabilities and those required by leading
organizations.

Overview

Edustation offers online courses for users who want to learn English as their second
language. Also offers games, exercises, flash cards, videos and articles to read and learn.
Covers a range of topics from History and Geography to Business Studies. As of April
2017, has 55,000+ registered users. Also, offers courses for corporates. Users can also
use the platform to create their own content and teach via the platform. Has partnered
with Paroli Foreign Language School, Barbados Foreign Language School, WSH
University of Business in Wroclaw, and others

Edu-Station is here to help you stay ahead of the curve!

As a team, we particularly aim to help students fulfill the requirements of quality skill
development put forward by the current market landscape.

We strongly believe that the race to stay ahead in today‟s scenario begins with being able
to gain the necessary skills and knowledge demanded by the industry. We are, therefore,
committed to providing our clients with the best possible resources that will help them
bridge the gap between their current capabilities and those required by leading
organizations.

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Beyond Employment: The Necessity of Continuous Upskilling in
Today’s World

In today‟s fast-paced and ever-evolving job market, securing a job is just the first step in
a long journey. The rapid advancements in technology, shifts in industry demands, and
global …

The Importance of Data Literacy in the Age of Big Data

The world is awash with data. From social media to online transactions, every activity
generates a digital footprint that is recorded, analyzed, and used to make decisions. The
sheer volume

Some of the benefits of technology in education include:

Technology enables quick access to information
With the availability of the internet and digital resources, students have access to a wealth
of information at their fingertips. This has transformed the learning process, allowing
students to learn at their own pace and on their own schedule. With the ability to access
information 24/7, students can conduct research, complete assignments, and explore new
ideas anytime, anywhere.

Diverse Range of Educational Resources

With the availability of the internet and digital resources, students have access to a wealth
of information at their fingertips. This has transformed the learning process, allowing
students to learn at their own pace and on their own schedule. With the ability to access
information 24/7, students can conduct research, complete assignments, and explore new
ideas anytime, anywhere.

Assists in Teaching Methods

Technology has revolutionized the way that teachers teach by providing a range of tools
and resources that can make teaching more effective and efficient. This includes online
tools for lesson planning, interactive whiteboards for presenting information, and digital

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resources for assessing student understanding. By using technology, teachers can create a
more engaging and interactive learning environment that can help to improve student
outcomes.

The benefits of technology in education are clear, offering a range of advantages that
enhance the learning experience. As technology continues to evolve, educators and
institutions need to embrace it and integrate it into the learning process to remain relevant
and competitive in the 21st-century global economy. By providing faster access to
information, a wider variety of learning materials, and easier teaching methods,
technology has revolutionized the way that students learn and prepared them for success
in the digital age.

If you‟re looking to enhance your skills and explore online learning, check out our
companies website. Our platform offers a wide range of online courses to help you
develop the knowledge and expertise you need to succeed in today‟s fast-paced world.

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 Chapter -III
DEPARTMENTAL STUDY

3.1 Introduction
Digital marketing is the promotion of your business, organisation or brand using
channels such as the Internet, mobile devices, television and radio in addition to using
creative online advertising, video, podcasts and other such methods to communicate your
message. Internet marketing in particular plays a huge part in any digital marketing
strategy and is becoming the core of many organisations overall marketing strategies,
particularly with regard to social media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and
social media marketing, in introduction we discussed that peoples have a belief that
internet or social media marketing are same but not same, be clear from beginning itself.
Digital marketing ecosystem consists of internet marketing and social media marketing.
They are just a channels for communication, digital ecosystem consist of integrating
channels and integrating services.

3.2 Importance of Digital Marketing

In the last one decade or so the world has shown a paradigm shift from analogue
to digital. More and more people are consuming all kinds of information online hence
making digital marketing the best way to reach out to targeted customers. So why digital
marketing is so important. The importance of digital marketing works not only in favor
of customers it provides something innovative to the consumers too.
1. Opens-up growth options for customers:
Importance of digital marketing for customers lies in the option to select method of
marketing as per budget and reach a wider audience at a lesser cost. Even a decade back
getting product marketed especially for a customers was a task in itself. Most of the
expensive models were just out of their reach and they had to resort to small level
methods where the guarantee of success was close to negligible the digital modes of
marketing are customizable and hence much cheaper. The digital marketing are trying to

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make a foray into an already established market can still make presence felt by targeting
a small base of customers.
2. The conversion rate is higher
The digital marketing that are using online as the preferred mode of marketing are able to
measure through real time using a simple method. That is identifying the percentage of
viewers who get converted into leads and then subscribers and in the end finally
purchasing the service or product. Social media marketing and Email marketing are
methods which have a high conversion rate as they are able to generate a quick and
effective communication channel with the customer. Surprisingly all the traffic that
customer may get on the website may not be fruitful hence digital marketing lets reach
out to only those who have the need for kind of service hence offering better lead
conversions.

3. Customer support has become a priority

For any business to survive the one thing that they really need to work upon is
establishing a reputation which is impeccable. In the past few years, it has become
evident that customers will always prefer a company which does not have any scandals
associated with it. Importance of Digital marketing today lies in offering you multiple
ways to establish a personal rapport with the customer base. Be it email marketing or
social media can always offer the customer solutions to their problems and make them
relate to product by even providing access, website and social media page can easily be
converted into a place where the consumer can ask queries, give suggestions and hence
take the association with on a positive level.

4. Get connected to the mobile customers

After Google mobile first update nearly almost all the websites these days are made in a
manner that they are easily viewable on the mobile as well. This is because that almost all
customers have access to a smartphone and most of them even look for products on the
same. In many instances, customers have changed their purchase plan and picked up a
product from a different brand just because they were convinced that the new product has
a much better functionality.

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5. Increase the trust for customer brand
The presence of the customer brand and service on multiple platforms gives the option to
customers to rate the services as per their level of experience. A positive and favorable
review left by a satisfied customer causes the new ones to immediately convert. These
days contacting the social media page of a brand for issue resolution and other matters is
a common thing to do. This in turn, leads to the building up of strong image of the brand
in the minds of the new consumers hence leading to more conversions.

6. Better ROI for digital marketing

While earlier budget allocations were done individually to handle each kind of marketing
medium the situation becomes more progressive now. Being digital marketing have
access to packages at different levels of costing hence ensuring that you can pick up one
which suits budget best. Even a small level of investment done in a mode like email
marketing has the potential to deliver results in terms of customer‟s engagement. Using
web analytics helps the business owners know whether the website is providing optimal
ROI. While the website may not be generating revenue for you directly you can always
track conversion rate of enquiries made through email and telephone calls to sales.

7. Digital marketing is cost effective

A small business needs to save up on its resources before it finally goes into the green
zone and starts making profits. Digital marketing gives you the scope to reach out to
many customers at the same time and that too within budget can plan marketing strategy
such that only use modes which lie in the budget. If there is a desire not to extend the
budget then can always target niche audiences who you know would definitely like and
appreciate the concept of offering.

8. Potential to earn higher revenues

Since the amount of money invested is less and the ROI more the scope to make money
is much higher. As per in accordance with that compared to traditional methods, digital
marketing is known to generate 2.8 times more revenue. This coupled with the fact that
the conversion rates here are much high ensure that customer are minting money as soon

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as enter the fray. For organizations which are formulating their strategies keeping money
in mind, this also means a faster movement towards the growth path they want to be on.

9. It Will Align digital marketing Strategy with Consumer's Needs

Understanding how to position digital marketing at the intersection and what the digital
marketing , becomes much more attainable through consumer research. There is no better
way to learn what customers think about digital marketing than by simply asking them.
The information gained from customer research will highlight gaps in
digital marketing strategy or even point to opportunities capitalizing on.

10. Digital Efforts Will Become Laser Focused

When digital marketing conducting some level of customer early in the project is vital to
its long term success. Without customer research, assumptions begin to rise up that cause
us to question the efforts , influences everything from the site architecture, how content is
written, what messaging that digital marketing create, and even colors use in the design.
It offers the insights need in order to know what will really speak consumers.

11. Brand's Approach to Digital Will be More Flexible

It seems like every few months there is a new social network that is taking over the
world. Hopefully customer can hear the sarcasm in that statement, but the truth is that
faced with answering the question where should the brand exist digitally.
Customer research is becoming ever more important because the audience's habits are
changing more rapidly as technology continues to evolve. It helps to stay ahead of the
curve and know what pivots brand needs to make to avoid being irrelevant.

12. It Translates Data into Strategies

Data is incredibly valuable, but without customer, it is often times difficult to know what
to do with the numbers we get from analytics and metrics. Customer research puts the
data into perspective and gives clients tangible ways to implement the information they
gather.

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13. Digital Marketing Success Depends on It.
Because the digital landscape is rapidly changing, customer research is vital to
digital marketing efforts. Without that it can be become lost. Digital marketing can
become hung up on the new trend. Customer research is keeps honest. It keeps digital
marketing focused on what will advance brand and ultimately create more customers.

14. Business in Digital Marketing.

It is the promotion of products or brands via one or more forms of electronic media. It is
extremely important, not only because of its rapid growth but also because it is
essentially the future of marketing. Many people think that traditional promotion will
soon be replaced entirely. Because via electronic channels and by posting positive
comments, feedbacks can attract new customers and build long-lasting relationship. But,
be careful works both ways Happy customers can help , but unhappy customer can harm
business very seriously.

15.Encourage engagement through digital media

Digital marketing can simply acquire new clients via ex. Social Media channels. When
doing so, ensure the segment them into different customer groups according to their
interests. Later it will be able to interact with them and encourage to various actions.

16.The more likes the better

As part of Digital Marketing – Social Media is underestimated. It's a big mistake because
“Facebook” likes or “Twitter” shares can help company grow as they build credibility
and trust. It also bring traffic to the website and are costless to insert, a Social Media plug
in on to site and keep updating the customers about the news, discounts, etc. Bear in
mind to schedule the frequency of updates and not to overwhelm them with too much
information at once.

17.Go beyond the boundaries

It's important to understand that digital marketing does apply to website, However most
of the customer visit a website or an e-commerce and Ad Words. But to make stand out

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from the crowd, digital marketing need a real strategy that puts potential customers first
and use all the available tools to acquire them.

18. Customer reputation first

Good reputation of customer is essential, Without the trust and confidence of the
customer, a customer will not survive. Especially in the past years the importance of
reputation has become increasingly noticeable. If customer a has a good reputation,
customers may choose that particular brand of company from the market. The positive
reputation enables digital marketing to differentiate the products/services in a highly
competitive market and successfully compete with big players.

19. Customers satisfaction.

Digital marketing is a broad term that allows to market the products and services using
digital technologies, mainly on the internet. It is quite evident that internet users are
immensely increasing day by day. Internet has rapidly become a part and parcel of our
lifestyle and we can‟t think of doing without it even for a day.

3.3 Features of Digital Marketing

1. Social Media and Integrated Marketing Communications
Some of the post popular tweets are tweeted by digital media. Powerful brands like Coca-
Cola and McDonald‟s boast Facebook pages with millions of fans. Social media,
including social networks, makes it ever more important for companies to ensure their
online exposure ties directly to their brand image and messaging. Along with television,
radio, and print, social media is part of the communications ecosystem that works as a
whole to create an enjoyable and seamless consumer experience across multiple channels.
Likewise, integrated marketing communications is increasingly incorporating social
media into the promotional mix to reach consumers on the web and on mobile devices.

2.Brand Authenticity
The explosion of social media websites has led to the increasingly important practice of
digital marketing. Social media marketing programs usually center on efforts to create

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content that attracts attention and encourages readers to share it with their social
networks. A brand‟s corporate message spreads from user to user and presumably
resonates, because it appears to come from a trusted, third-party source as opposed to
from the brand or company itself. Social networking sites and blogs allow individuals to
re tweet or repost comments written on the digital media.When that individual repeats
the message, their connections are able to see it, which means the message reaches more
people.

3.Customer Intelligence
Digital media allows customer to refine their segmentation strategy by reaching a narrow
target audience. For example, a social bookmarking site with an overwhelmingly female
user base, attracts companies that primarily target women. Digital media networking sites
also reveal vast amounts of information about prospective interest in products and
services. Today, new semantic analysis technologies allow to detect buying signals based
on shared and posted online content. Understanding these buying signals can help sales
professionals target relevant prospects.

4.Engagement Advertising and PR

Digital media in business allows anyone and everyone to express an opinion or idea
somewhere along path to market. Through social networking sites, brands can have
conversations and interactions with individual followers. This personal interaction can
instill and strengthen brand loyalty amongst followers and potential customers. Thus,
each participating customer informally becomes part of the marketing department, as
other customers read their comments or reviews.
Facebook and other social networks are often used to tune into customer conversations
and quickly flag customer service issues and concerns. However, these conversations can
also be repurposed across other social media and corporate channels. This engagement
process is fundamental to successfully integrating digital media into a marketing
communications strategy.

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5.Digital Marketing are often usefull.
Digital marketing is defined as the use of internet-connected devices such as computers,
tablets, smartphones, and game consoles to engage customers with online advertising.
One of the key principles of digital marketing is creating an easy, seamless, and
convenient user experience for target audiences. Moreover, eliminating the amount of
consumer effort needed to act on digital content helps establish an ongoing, automated
relationship between brands and their audience.

6.Social Behavior of Customers

Digital marketing has spurred brands to develop research tactics that hone in on the
social behavior of customers online. Observing and understanding how customers behave
and interact with each other has led to the introduction of new semantic analysis
technologies allowing companies to monitor customer buying patterns based on shared
and posted content and improve segmentation to target prospects and customers.

7.Customer Behavior of digital era.

Traditionally, customer behavior is the study of individuals, groups, or organizations and
the processes they use to select, purchase and dispose of products, services, experiences,
or ideas. Their purchases are meant to satisfy needs. However, customer behavior is also
influenced by internal conditions such as demographics, psychographics (lifestyle),
personality, motivation, knowledge, attitudes, beliefs, and feelings. Psychological factors
include an individual‟s motivation, perception, attitude and beliefs, while personal factors
include income level, personality, age, occupation and lifestyle.

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3.4 Models of Digital Marketing
Digital marketing models to provide useful frameworks for digital audits, planning
and strategy

Some of the classic digital marketing models like Hofacker‟s 5 stages of information
processing are a little dated, but still relevant. Others like the Technology Acceptance
Model are longer established and popular with PhD researchers (which is how I came
across this). Others such as the research-based Honeycomb model are newer and was
created by a group of professors to unravel social media platforms.
Let‟s look at each digital marketing model. Our Digital Marketing Models guide provides
more details and explains how you can use it, with examples and templates to use in the
organisation.

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Forrester‟s 5Is:
This looks at the level of involvement, interaction, intimacy, and influence an individual
has with a brand over time.
Lauterborn‟s 4Cs:
This is an updated version of the 4Ps focused on the customer which is useful for an
internal audit as well as competitor comparison. We mentioned this in an earlier blog
post when developing the digital marketing models guide.
Ten C‟s of marketing:
This is a popular framework with students and has been discussed on Smart Insights
before. The 10 Cs provides a framework to review internal and external online marketing
activities.
6Cs of customer motivation:
Originally created by Dave Chaffey, this is a useful marketing planning and online
customer communications model for developing website or online community.

Hofacker’s 5 Stages of information processing:

Charles Hofacker is an American Professor of Marketing and still an active researcher
today. Although both Dave remember his book from 2000 (which explained how to use
internet browsers), this is still a useful framework to use when building online
communities, planning web development, creating online adverts and/or developing
online customers.
RACE Planning:
As a Smart Insights member, you may be familiar with RACETM Planning which is a
system developed by Smart Insights to help marketers to develop digital marketing plans
focused on sales growth. It is a very popular digital marketing model and we have a full
explaining RACE Planning and KPIs.

Technology Acceptance Model:

Originally created in 1989, but since extended by most PhD students, this model can be
used to test adoption of new technology based on positive attitudes towards client benefit
and user experience.

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4Cs for marketing communications:
Another framework we reviewed on an earlier post (don't confuse the 4Cs with the 4Cs!)
this is a useful marketing strategy model for developing Online Value
Proposition (OVP).
McKinsey's consumer decision journey:
The major US consulting firm develop various models and this digital framework reviews
the online customer journey from consideration to purchase. Danyl Bosomworth has
talked about this in an earlier post.

The Honeycomb Model:

Based on work from a group of Canadian professors, the honeycomb model is a
framework to define social media usage for organisations.
Advantages of Digital Marketing
1. Digital marketing is the most powerful form of marketing:
Digital marketing has the potential to transform the way that you reach and engage your
customers. But you don‟t have to take our word for it. Here are some real examples of
how digital marketing tactics are helping businesses.
These cases are a true testament to the benefits of digital marketing. With the right
strategies and effective implementation, small businesses can increase their reach and
conversions in just a matter of months.

2. Using digital marketing tactics is the most cost-effective way to market your business.
One of the most important benefits of digital marketing is that it is the most cost effective
ways to marketing. When it comes to traditional marketing, it‟s very difficult for small
businesses with limited budgets to compete with larger businesses for ad space. However,
with affordable digital marketing tactics, small businesses can get more for their
marketing spend.

3. Digital marketing is the most measurable form of marketing.

The only way to know for sure is to measure your success over time. While it can be
difficult to track the success of a traditional marketing campaign like a radio

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advertisement or mailer, every digital marketing tactic that you use is measurable. This
benefit is every reason why you need to invest into digital marketing.

Digital marketing analytics takes the guess work out of determining whether your
marketing is actually working. By measuring your digital marketing campaigns in real-
time, you can see which tactics are working and which are not. Then, you can adjust your
campaigns for greater success. It can also take the insights that gained from the process
to improve future campaigns.

4. One of the greatest benefits of digital marketing is that it allows you to target your
ideal buyers.
When you purchase billboard space or place an ad in a magazine, taking a shot in the
dark that this messaging will reach its intended audience. Though there are certainly ways
to increase your chances of success with traditional marketing tactics, it just doesn‟t offer
the same targeting capabilities as digital marketing.
With digital marketing, can ensure that the right consumers are viewing content. SEO
allows you to reach those consumers who are searching the web for content and topics
that are relevant to business. While pay-per-click, display, and social media advertising
enables you to target those who are most likely to be interested in your products or
services based on demographic information and general characteristics.

5. Most people are starting their buyer‟s journey online.

Think about how often you turn to Google or another search engine to find the
information you need, customers are no different when they start to research the products
or services that can help them solve their biggest problems. In fact, according to Vimeo,
93% of online experiences start with a search engine. Before consumers even know what
product or service they need, they are going to the search engines to look for answers to
their questions and to learn more about their challenges..

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6. Your customers are on social media, and digital marketing helps you reach them.
Perhaps the most important on our list of benefits of digital marketing is this. No matter
what industry your business is in, there‟s a good chance that buyers are spending their
time on social media channels like Facebook or Twitter. According to E-Marketer, 2.34
billion people, or about one-third of the earth‟s population, uses social media platforms
regularly. Digital marketing helps reach these engaged consumers. Not only are able to
publish and promote unique content on these social sites, but also able to reach
consumers through advertising. Social media platforms like Facebook offer sophisticated
targeting options that help you reach the consumers who are most likely to be interested
in products or services.

7. SEO and local SEO helps you reach more qualified buyers online.
SEO is another powerful digital marketing tactic that offers a variety of benefits. By
optimizing site content for the search engines, can work to reach more buyers online.
Using relevant keywords that help describe product or service offering can help bring
more targeted traffic to site, which increases conversions over time.

8. Digital marketing helps you connect with mobile customers.

Yet another one of the many benefits of digital marketing is that it allows to connect
with consumers who are browsing and consuming content on their mobile devices. Over
half of all online users are accessing the web from a mobile device. Digital marketing can
help reach people on mobile devices, tablets, and desktop computers.

9. You can easily and quickly adapt your strategy and tactics for best results.
With traditional marketing tactics like television or newspaper ads, have to wait until
after the campaign is complete to see the results. And although can use what you learn to
adjust later campaign tactics, there isn‟t much can do “in-the-moment” to adapt strategies
for best results. While traditional marketing tactics may require to wait weeks or even
months to determine which strategies are working, digital marketing allows to view the
real-time.

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10. Digital marketing levels the playing field, allowing your business to be more
competitive.
It‟s often difficult for small businesses to compete with their larger counterparts due to a
limited budget and resources. However, digital marketing helps to level the playing field
by allowing smaller brands to remain competitive online.
Traditional marketing tactics like print advertising are expensive and require big business
budgets for effective placement. However, digital marketing tactics are more affordable,
allowing businesses of all sizes to gain exposure online.

Disadvantages of Digital Marketing

1. Limitation of Internet Access:
The Digital marketing is closely reliant on internet. In some areas, internet facility
may not be accessible to the consumers or with poor internet connections. The
Digital Marketing can be unsuccessful in those areas having no or limited internet
accessibility.
2. Limited Customer Link and Conversation:
As digital marketing is highly dependent on internet, so the marketers may find it
hard to make their advertisements more comprehensive and start a conversation
with their consumers about the company brand image or products.
3. High Competition of Brands:
Digital Marketing has a drawback when a customer searches for a specific
product of a specific company on internet, many competing goods, and services
having same marketing strategies appear on the customer‟s home page. This
conflicts the customers and provides an alternative option to choose cheaper and
better quality product of another company. As a result, some customers lack the
trust on a lot of advertisements that appear on a website or social media and
consider it as fraud and look like a dishonest brand.
4. Risk of Hacking Strategies:
The risk of hacking promotion strategies of a company always rests on digital
channels (internet) that is one of the drawbacks of digital marketing. The hackers

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 or competitors can easily track and copy the valuable promotional strategies of a
well-renowned company and can utilize for their purposes.
5. Anti-Brand Activities (Doppelganger):
Another drawback of digital marketing is that even a person or group of persons
can harm the image of a recognized brand through 'Doppelganger'. Anti-brand
activists, bloggers, and opinion leaders spread the term „Doppelganger‟ to
disapprove the image of a certain brand.
6. Advertisement for Limited Products:
Another practical drawback of Digital Marketing is that it is only beneficial for
consumer goods. The industrial goods and pharmaceutical products cannot be
marketed through digital channels. The aforementioned information may help
digital marketers to understand the strengths and weaknesses of Digital
Marketing.
7. Promotion strategy can be copied:
One of the hazards in Internet marketing is that a particular technique can easily
be copied by a rival. And, many have done so with finish ignore for the lawful
repercussions their actions may carry. Pictures or images can be used to mislead
customers and take away an important business from, these can also be used for
perpetrating adverse and incorrect information about your product, products or
services that will harm your online reputation – and reduce useful focused
customers.
8. Digital marketing includes too much competition:
Just like the growth of online ads, Internet promotion is experienced with a great
process of too many competitors. Digital promoters are not capable of getting into
a more powerful place for the best possible exposure for their promotion and
promotion tasks, and with the use of too many competitors, will make it even
more difficult and expensive to get the interest of targeted viewers.
9. Security issue:
Internet marketing has its own disadvantages which are not noticeable on its
experience value. so, For a person or client who queries online for products or

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 services, there is a caution not to reveal all the private information as it might be
used against them by unidentified people.
10. Lack of trust:
One of the significant drawbacks may be a deficiency of believing in of the
customers. Because of could be exclusive special offers that appear to be
scammers. So, This is a part that declines the picture and trustworthiness of
quality and sincere companies.
11. Requires more initial investment:
Playing Digital marketing contains various restrictions like developing delicate
and professional looking for the website and planning an effective technique.
Therefore, Paid marketing like Search engines Ad Words, Search engines Ads,
and Social Media.

3.5 Importance of Digital Marketing

1. More Cost Effective
It is more cost-effective than traditional marketing. This is especially important for small
businesses as they don‟t have many resources or a lot of capital. New media can provide
you with a cheaper and more effective advertising channel.

2. Use Content to Connect with Customers

Using digital content either sponsored or free allows to connect with consumers much
more effectively than billboards, direct mail or PR campaigns. The strength of online
presence now directly linked to the success of business.

3. Cater to the Mobile Consumer

Technology has evolved so much that mobile gadgets are no longer considered mere
alternatives to personal computers or laptops in india, alone always have their mobile
devices within reaching distance and regularly use them to browse the internet. The
largest group of consumers is using their mobile devices daily, so it‟s essential that use a
marketing solution that targets these devices properly.

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4. Realise Higher ROI and Revenue
By increasing digital outreach, digital marketing can increase revenue. The more data
that you can extract from outreach campaigns, the better predictions and subsequently.

5. Track Your Customer‟s Journey

Using analytics services like Google analytics, will be able to monitor all customer‟s
actions, preferences and get a better insight into their behaviour. Analytics allow to build
the persona of your customer so that can offer them the perfect experience.

6. Increased Conversions
If you have an online business and you are marketing products and services online, can
easily measure success by incoming traffic that gets converted into subscribers, leads or
sales and this way can calculate and improve conversion rates.

7. Encourage Social Media Engagement

If you want to grow, you can acquire new clients using various social media channels.
Make sure always to target your customers based on their interests, ages and country.
This way, you will be able to better interact with them and encourage engagement
through digital media.

8. Get More Likes

Some people underestimate the importance of social media as part of their digital
marketing campaign. The more “Facebook likes” or “tweets” you get, the more your
company can grow and build trust and credibility with your customers. It can also bring
traffic to your website if you use these channels to inform your followers about discounts,
new products, blog posts and company news, etc.

9. Get Ahead of Your Competitors

Most business have already given up traditional advertising methods and focus instead on
Google Adwords, SEO or Social Media. With so many competitors out there it is very
difficult to market your small business and get ahead of the pack. But, you can use to get

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a better idea of where your competitors stand. You can monitor their marketing strategies
or products so you can learn things that could improve your own marketing.

10. Earn People‟s Trust

Digital marketing grows from social proof, social media signals and real testimonials
from clients who have previously used, joined, purchased or availed of a service or
product marketed by your business. Most clients would trust a service or a product when
people they know give positive feedback or information about a particular brand. So good
recommendation by an individual with a strong following on Facebook or Twitter could
make or break your marketing.

3.6 Process of Digital Marketing

STEP 1: DEVELOPING AN EFFECTIVE DIGITAL STRATEGY
Marketing is an investment in the growth of your business, not an expense.
 What is the purpose of this marketing plan?
 What are your goals? What are your objectives?
 What marketing challenges have you faced?
 Who are your ideal customers and how can you attract them?
 Where do potential buyers look for companies like yours?
 How much should you invest in a marketing programme?
 How is this marketing programme going to provide a positive ROI

STEP 2: THE CREATION AND MAINTENANCE OF AN EFFECTIVE WEBSITE

PLATFORM
 Easy to Navigate
 Professional Appearance
 Search Engine Friendly
 Responsive Design
 Easy to update
An effective website is the hub of all online marketing and lead generation.

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STEP 3: GENERATE MORE TRAFFIC
By increasing the traffic to your website, you increase the number of opportunities for
visitors to turn into leads.

These tasks are proven ways to bring new and qualified visitors to your site

STEP 4: CONVERT TRAFFIC TO LEADS

Create attractive offers and calls to action that appeal to potential buyers at all
levels.

THE PROVEN PROCESS:

 Build landing pages that describe the offer with a form to collect leads
information.
 Upon completing the form, the user will gain access to the offer, receive
an auto responder e-mail, and be entered as a lead in your system.
 Place calls to action ( CTAs) throughout the site to encourage more lead
generation.

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STEP 5: CONVERTING LEADS INTO SALES
Marketing automation is used to perform these laborious tasks cost-effectively and hands
free.

3.7 Recent Trends in Digital Marketing

“Making predictions is hard.” – A late Finnish football coach.
Around the turn of the year it is however equally hard not to think about upcoming events
and rising trends.
Here are the eight hottest phenomena we think will change digital marketing in 2017.

1.AI revolutionizes digital marketing

Artificial Intelligence (AI) is widely expected to be the biggest revolution in digital
marketing since the Internet. AI won‟t take our jobs anytime soon, but it will influence
what we do in our jobs. By leaving the most time-consuming and logic-based jobs to AI,
marketers can free up time to think creatively and ensure that AI efforts are aligned with
strategic goals.

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Two things that we can be sure to see more of in the next year are:
 Adoption of AI as a service. AI-based products are built into more and more
vendor applications and there are plenty of open source libraries to use.
 Changing marketing from one-way communication to a customer dialogue as a
results of AI language processing (e.g. chatbots) allowing us to do this with
minimal human resource.

2. It‟s all about customer experience

Even if your company might be able to deliver a “personalized” email (often simply
meaning addressing a receiver with his or her first name), it doesn‟t mean you have hit
the jackpot in delivering great Customer Experience.
The ability to engage with an individual with relevant timing and with great content
throughout the customer‟s entire journey cannot be built in one month. It‟s the truth
regardless of how many touch points there are, what transactions or activities your
customer has or has not done online or offline over short or long period of time. In 2018,
leading marketers will be taking steps towards optimizing their Customer Experience
through personalized content and with new way of operating content.

3. Multichannel marketing becomes a norm

The number of touch points where we can reach our customers has continued to grow at
an astonishing speed over recent years. We as marketers have often enthusiastically ran
after these different opportunities to engage with our customers. Yes, we all know what
this causes – unconnected customer experience.

Today, we have luckily slowly started to see a shift in thinking: from a focus on channels
to a focus on audiences. In practice this means that instead of communicating to different
channels (and to the consumers that happen to be there), leading companies are
increasingly building audiences and engaging with them across channels.
The change has been largely enabled by the increasing sophistication of marketing and
advertising technologies.

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4. Social media analytics go beyond engagement
Social media analytics are getting more powerful, precise and easier to use. Marketers are
going beyond engagement rate because they are in desperate need of tools for measuring
the quality of content and the most important – ROI.
Instead of measuring single indicators of engagement like clicks or likes, we should go
further and focus on tracking the whole customer path on its multiple touchpoints. Rather
than staring at the number of shares we should find out how many leads or purchases the
post actually generated.
The numbers should always be viewed in context with one another to understand the
visitor‟s true motives. Proving the campaign successful is only possible when we know
what happens after the click.

5. Martech budgets continue to grow

Gartner‟s much-cited prediction that marketing will become the largest buyer of IT
services is becoming true in 2018. Martech and related services will represent 28% of
marketing budgets next year. How much will you invest?

6. Augmented Reality moves beyond gaming

Pokémon Go proved that consumers are ready for augmented reality. Next year will see
more brands coming out with AR related products and applications. VR technology is yet
to be truly democratized, but it already has massive marketing potential to expand
storytelling and take people closer to experiences than ever before.

7. The potential of Account Based Marketing is finally realized

We think it‟s something more profound. It‟s finally possible for companies to execute
ABM at scale, thanks to evolving marketing technologies. Furthermore, ABM requires
that marketing and sales finally speak the same language. It‟s no longer only about leads,
as marketers need to understand how to target chosen accounts in similar manner as sales
does.

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The benefits of ABM range from better resource allocation to improved pipeline metrics.
It‟s not just about technologies (which are important), but about a new mindset that
drives sales results better than ever before.

8. Marketers start to use their own data in advertising

The world where you separate advertising from other customer communication is
becoming a thing of the past. You need to start combining these two to serve the
customer on his or her customer journey to reach the experience they are expecting from
a brand of today. This is where new technologies, such as DMPs, play a significant role.
Strongly linked to this is the exponential increase in programmatic ad buying. When
marketers start to use their own data in advertising, the buying is always carried out
programmatically and run by the company‟s own buying desk or external agencies.

9. Twitter May Fall While LinkedIn Rises

While other social media platforms are seeing steady or rapid growth, Twitter has failed to
grow its user base in 2017. Recently, the platform tried to revive its reach by expanding its
traditional 140 character count to 280 characters, but this effort‟s success has yet to be
seen. Some users are actually irritated that what they believed was a differentiator for the
platform is now gone. Indeed, using under 140 characters forced individuals and brands to
be precise and succinct in their ideas. It was challenging but fun. Now, however, the
platform is more akin to Facebook or LinkedIn in how many characters it allows, and it
will likely suffer because of that.
10. AI & Behavioral Marketing Will Make Strides Together
In 2017, marketing platforms collected and stored information such as site usage, browsing
patterns, search history and content preferences to create customer profiles and behavior
marketing strategies that help marketers create custom messages to address these prospects.
But the next step is even more exciting.
Adobe predicts that machines will start making strategic marketing decisions. In such a
situation, the software will analyze data to build segments, start and stop campaigns across
various channels, and create custom copy that will target perceived personalities. Because

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customers are more loyal when they see marketing that specifically targeted to them based
on their behaviors.

11. Brands Will Invest Heavily in Influencer Marketing

Influencer marketing as a strategy has been growing in popularity for the past few years,
but new and different types of brands are now starting to take notice. 84% of marketers
planned on executing at least one influencer marketing campaign during 2017, and
businesses generate $6.50 for every $1 invested in influencer marketing. Clothing and
beauty brands have had great success with using micro influencers and major celebrities for
a while now, but now brands like Amazon are getting in on the action Of course,
consumers are a big part of influencer marketing, as well. Brands will continue to give their
existing customers a chance to suggest their products.

12. New Advertising Formats Will Circumvent Ad-Blocking Technology

Every day, shoppers are discovering ad-blocker software, much to their delight and the
disappointment of marketers. 100 million consumers in the U.S. will be ad-block users in
2020, up from 44 million in 2016. According to, this will add up to more than $12 billion
lost in display ad revenue in 2020.

Google is working on that mutes auto play videos, which might be good news for
consumers, but not such great news for advertisers.
YouTube, while well-established, is growing significantly in popularity with a new
audience base, and advertisers are taking notice. YouTube Kids is free to consumers, ad-
supported and reaches around 70% of the 6 to 12-year-old audience, and comes with
parental controls, content preferences and time limits. Parents are quickly making the
switch from expensive cable. This is a great opportunity for advertisers who want to reach
this target segment with streaming ads.
While streaming sites like YouTube, Hulu and Amazon Video have always had ads built-
in, platforms like Netflix are only just now beginning to follow suit. While the platform is
still technically ad-free, it came under scrutiny in 2016 for obvious product placement in its
original series “The Ranch,” causing viewers and critics to wonder if this would become

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the new normal for the platform. In 2017, Accenture began working on a product
placement technology that it believes will be a billion-dollar revenue generator in the next
few years and will address the issues advertisers are facing with ad-blocking software.

13. Privacy Protection Will Be a Major Priority Across the Globe

With the onset of new privacy regulations across the globe, brands that sell to customers in
Europe and beyond must be prepared to comply. The new European Data Protection
Regulation (GDPR), in particular, will redefine what online privacy means for all
organizations, as they‟re faced with requests (and requirements) for the permanent erasure
of customer information through the “right to erasure” and restrictions about how prospect
data is collected and used for marketing initiatives.
In addition, 2017‟s massive data breaches have had a considerable impact on how
consumers everywhere think about their online privacy and security. Consumers will
prioritize companies and products that put their information security first in 2018 and
beyond as these attacks continue to become more common, and smart marketers will begin
using privacy protection and data security as a value proposition across all industries and
product offerings.

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 Chapter -V
SWOT ANALYSIS
Digital Marketing is an ever-changing field. The speed at which technology is
transforming calls for a disciplined approach to tackling business challenges.

In order to get your business started and then stay ahead of the competition, conducting
a SWOT analysis is absolutely necessary.
It is a method of structured planning that can be applied to a business, a product, industry,
place or even an individual for that matter.

In the field of Digital Marketing, applying SWOT analysis while starting your business or
assessing a product could help you understand where you stand and how to capitalize on
the vast amount of opportunities within your industry.

SWOT analysis needs to be done even before you consider spending any money on a
marketing campaign.

In fact SWOT analysis can be applied not only for Businesses or Digital Marketing
Agencies, but at an individual level as well.

So let‟s find out a little more about what SWOT analysis is and how we can apply it in
the Digital Marketing spectrum.

What is SWOT Analysis in Digital Marketing

SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats. It is

the strategic planning of your company, product, business, or industry by listing down
these four characteristics.
These 4 characteristics are divided into two factors – Internal and External.

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Internal Factors
Internal factors are the strengths and weaknesses of your business, product or service. It
could be the quality of your product, its unique selling proposition, the strength of your
team, your marketing strategy and so on.
You need to list down the strengths and weaknesses in those specific columns. It is up to
you to decide as to what you consider strengths and weaknesses during your analysis.

The internal factors are something that we have direct control over. These are things that
can be improved or changed as it applies internally to us.

External Factors
Opportunities and threats come under the external category of the SWOT analysis.
These are things that you may not have direct control over however by understanding the
opportunities and threats in your market, you could indirectly affect your business by
making the necessary changes in your approach.
Opportunities and threats could be the amount of competition that you have in the
industry or the need for services that no one is currently providing that you possess.

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How to Conduct SWOT Analysis

While conducting a SWOT Analysis, it is very important that you be honest with
yourself and ask the right questions.
In order to ask the right questions, you need to pick the right people in your team. Your
team should comprise of people who posses diverse expertise in their field in order to get
a complete picture of your objectives.

Don‟t just pick a team of people who agree all the time. People with different opinions
will reveal insights that would otherwise go unnoticed.

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Strengths
What is the USP of my business?

In which areas are we better than our competitors?

What have our success stories been so far that has made us stand out from the crowd?

Weaknesses
What are we lacking compared to our competition?

What resources do we require?

What sort of skills do we need to work on?

Opportunities
Is there something that our target audience is looking for that we can provide?

Are there any potential market areas that we haven‟t reached yet?

Threats
What are our competitors doing that we are not?

Are there any government regulations that could hamper our business?

Do we have all the technologies in place to keep up with the ever-changing market?

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 Chapter -VI
Findings, Suggestions and Conclusion

Suggestions
According to the analysis and findings, there are some suggestions for the customers
based on the study-
1. Marketing should do something that can make the female users encouraged to use
digital media which may increase the number of female users
2. The businesses that are still thinking of doing only conventional marketing should
start investing in digital media and make their communications more effective.
3. Whoever doing businesses especially online shopping related businesses should take
some important measures to make customer information secure and give a good
customer experience. Customer‟s Privacy and customer experience should be the
concern of all marketers.
4. Digital marketing communication is not so costly than any other media but content
management in digital marketing communication is really very important. So
marketers should give more emphasize on content management and integrate that
with conventional media and invest effectively both in digital and conventional
media.
5. According to a study, the reason of brands failing today is because of low budget
allocated for digital media communications, digital media communication gets on an
average only 1.2 % of the total communication and promotion budget. So, brands
should go digital and increase the digital marketing communication budget.
6. Due to technologies advancement at an exponential rate, the marketing paradigm
has shifted to newer more customer and content centric approaches being delivered
on the digital platform.
7. As per case study traditional marketing like advertising, public relations, branding
and corporate communications, lead generation etc, broadly relies on television,
radio, telephone, and print media and telephone as a delivery medium.
8. Modern marketing techniques provide cost effective marketing platforms with ability
to reach millions of customers in a very short span of time. Business which invest

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 heavily on only on digital marketing as their marketing delivery tool, can
substantially hurt their overall marketing success.
9. Activities like push marketing, lead generation, launch events and trade shows,
television and print media can be used to integrate with social computing, customized
content and control budget etc.
10. With the rise of social media, changing business landscapes, and introduction of more
educated customers, the business need to re think about their marketing strategies and
lay out a multi channel marketing plan that carefully lays out an optimal mix of both
the modern and traditional techniques best suited for the business

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Conclusion
Digital marketing has increased in last a few years in India,(shimogga city),
People have different views about it. But the fact is, this digital marketing has
tremendous potential to increase in sales provided businesses and the customers have
knowledge to implement it in right way. Benefits like increased brand recognition and
better brand loyalty can be gained by effective digital media plan on the customers.
Digital marketing campaign help in reduction in costs, boost in inbound traffic and better
ranking in search engines.
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 customers. 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.
The research focused on the customers buying behaviour shows that, Indian
customers are highly information seeker and they will do research about a product before
going to a retail shop. So brands want to give platforms to customers to understand their
product or to get a really feel of that brand. I honestly believe that this project report will
be at most useful for customers to understand the digital marketing. I conclude my
research by quoting again that “Customers can‟t sustain without digital presence”.

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 Bibliography
References:
1) Deepak kanakaraju, nov,16,(2013), The use of social media in b2b marketing and
branding: An exploratory study. Journal of customer behaviour,11(2),pp.101-115.
2) Garima kakkar, dec, 19,(2016), 2.0: Conceptual foundations and marketing issues.
Journal of direct, Data and digital marketing practice,9(3),pp.231-244.
3) Dr.JonesMathew,june,29,(2017),Journal on Digital marketing
communication.Symphonya:2(2),pp.41-61.
4) (Matt douglasjan,Apr,10,(2017), Current research: Marketing to the customer.,2(2),
pp.180-183.
5) Rose jhonesotnenov, Nov,30,(2018), Emprical insights into an interactive digital
marketing campaign. Journal of non non profit & public sector marketing,
22(1),pp.14-37.
6) Smith, Jan,28,(2018), Journal on system for developing digital marketing strategies.
Expert system with applications,38(8),pp.10606-10613.

Websites
1. www.Indian online marketing.com
2. www.apjor.com
3. http://en.wikipedia.org
4. https://www.coursera.org/specializations/digital-marketing

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