CHAPTER 01

1.1 INTRODUCTION OF DIGITAL MARKETING

Social media marketing this has risen hugely in popularity and there are now countless dedicated agencies
scattered around the web which promise to help with it. Face book, Twitter, Interest and LinkedIn are all
examples of social networks which can be used as a part of your marketing efforts, although they are far from the
only ones.

Social media marketing allows two-way communication between a company and consumer in a way that wasn’t
previously seen and it’s safe to say that it has changed business approach to marketing as now, the consumer
holds the power.It’s also based on one of the most effective forms of advertising; word of mouth.

Social media means that communication can be a lot more targeted and personalized than other forms of
marketing, as companies get the chance to receive feedback from customers daily.

 Search Engine Optimization (SEO): is a means of optimizing the content of a website in order to gain better
placement on the Search Engine Results Page (SERPS). A variety of techniques are employed to achieve this
and it’s not a job for amateurs really as there are many pitfalls that could have Google frowning on your site.

 Search Engine marketing (SEM): is similar to, but incorporates, SEO and uses many of the same techniques as
a part of that. The main difference between the two terms is that SEM also includes paid online advertising
models, such as pay-per-click (PPC).

PPC advertising models are those such as Google Ad words and Bing, which only require payment when the ad is
clicked through to the target website. SEM also requires keyword analysis as the words and phrases used in the ad
and site and these need to be monitored carefully to reflect the market and current search engine rules. Whilst it
can be said that SEM encompasses all kinds of digital marketing, it’s more commonly thought of in a narrower
niche, to describe paid models.

 Email marketing: remains a very effective tool, despite claims that it isn’t as important as social these days.
Modern email marketing is just beginning to evolve so that it can be linked to a database in order
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 to personalize it, so that individual groups of customers can be sent mail based on previous purchases and
interests.Content marketing: is a technique where content is produced and distributed with the intention of
providing relevant, interesting content to attract and engage a particular audience that a business is targeting.
The creation of useful content is a way of developing communication with the customer in order to drive
engagement and customer action. Content can mean anything from blogs to videos and whitepapers tend to
work well using content marketing techniques too. The goal is to win customer loyalty and retain it. Beyond
this, it is important to consistently monitor and analyze the results from your efforts. Using this data-driven
marketing approach to your content marketing will ensure you achieve the best results possible.

HISTORY OF DIGITAL MARKETING: 1980s

 1981- First personal computer was launched by IBM

 1986- American National Standard Institute (ANSI) adopted SQL as a standard
 1989- Storage capacity of the computers was 100mb

The advent of digital marketing can be traced back to the days of the 1980s.

This was the time when new innovations were taking place that made the computer system advanced enough to
store information of the customers. It was in the year 1981 when IBM came out with the first personal computer
and the storing capacity of the computers increased to 100 MB in the year 1989.

The 1980s was also the time when companies recognized the importance of harboring customer relationship
rather than just implementing the practice of pushing products. The marketers now dropped limited practices that
included list brokering to adopt the database marketing. This was the year when it started to become a practice of
maintaining a database of prospects, customers, and commercial contracts.

Consequently, in the year 1986, the customer management company ACT was responsible for launching the
database marketing software for the first time. This database marketing software was now allowing the storage of
a huge volume of customer information.

Robert Kestenbaum and Robert Shaw who are known as the father of marketing automation together created
several database-marketing models that helped BT and Barclays. These Database Marketing solutions contained
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many features that included sales channel automation, campaign management, contact strategy optimization,
marketing analytics and marketing resource management.

The 1980s saw the emergence of Digital Databases that changed the dynamics of the buyer-seller relationship.

It enabled the companies to gain information, store and track their customers like never before. The only catch
here was that the whole process was still manual. Further, in this period the launch of the personal computers and
client architecture brought the revolution that changed the marketing technology in a decade. The Customer
Relationship Management or CRM software brought this revolution in the 1990s.

The development that took place in the 1990s:

 In 1995 the worldwide internet users reached 16 million

 In 1996 the Americans were reported to spend an average time of 30 minutes online
 In 1998 41% of the users logged in to AOL.com regularly
 In 1998, Google was officially launched

In the 90s, CRM tools became very popular. It can be defined as software that tracked the interactions,
taking place between the current as well as future customers. Sales Force Automation (SFA) was the
early form of the CRM and provided companies the important information regarding inventory control
and interaction tracking.

CRM was massively upgraded in the late 1990s when vendors such as SAP, Oracle, Baan came in the
market. Now, the increased competition led the vendors to also offer sales, marketing, and service
applications. In 1998, Google appeared. It is now utilized as the most popular web-based search engine.
It plays the most significant role in optimizing Digital Marketing Campaigns and Search Marketing.

Again, in 1999 the internet came into the picture which supported the emerging eCRM vendors and made
possible to store huge volume of customer data online, further increasing the competition.

Now, the eCRM vendors made the customer information dynamic by allowing marketers to continuously
update it, leading to an enhancement in the customer experience. But there was a challenge that
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companies had to face. They did have heaps of data on customers but didn’t know how to make some
sense out of it. This was later changed in 1999 with Salesforce.com the first SaaS Company.

The business application first being delivered through a website was done by the Salesforce company,
now it is known as ‘cloud computing’. This served as the central point for future marketing technology.

History of Digital Marketing: 2000s

 The internet users in 2002 increased to 558 million

 2007 saw the birth of iPhone
 In 2004 Google goes public

While discussing history and evolution of Digital Marketing, when we delve into the 2000s, we see the big names
like Dell and Cisco selling off their stocks after the burst of the dotcom bubble. However, this led to prominent
SaaS companies like Oracle, PeopleSoft, Siebel, and SAP transform their business model and give the internet a
more central aspect of their services.

The mid-2000s saw a change in the behavior of the customers as people began to research their product online
using Google and other search engines before the actual purchase. This behavior left the marketers perplexed as
they found it hard to understand the buying behavior of the customers.

Marketo, Act and Pardot companies were the ones to solve this challenge through marketing automation.
Marketing automation allowed marketers to segment the market, start multi-channel campaigns and deliver
personalized content. This was the first marketing technology devised by marketers for marketers.

Marketing automation was fast enough to adapt to ever-evolving consumer behavior and also faced a challenge as
it didn’t anticipate the social media as a marketing outlet. However, Social Media comprises a history dating back
to 1970s with ARPANET; it got a little prevalence in the early 1990s. But in the 2000s, it was just all over and
since then, it has been playing the very important role in the history of Digital Marketing. Let us go through a
brief history of Social Media Channels-

 GeoCities in November 1994

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 Classmates in December 1995
 Six Degrees in May 1997
 Open Diary in October 1998
 LiveJournal in April 1999
 Ryze in October 2001
 Friendster in March 2002
 LinkedIn in May 2003
 hi5 in June 2003
 MySpace in August 2003
 Orkut in January 2004
 Facebook in February 2004
 Yahoo! 360° in March 2005
 Bebo in July 2005
 Twitter in July 2006
 Tumblr in February 2007
 Google+ in July 2011

Prevalence of Social Media created a new dilemma for marketers that was solved through many new software
companies that devised solutions for social, search, mobile and analytics but this explosion of solutions wasn’t
stranger to other challenges.

History of Digital Marketing: 2010s

Now consumers are no longer tech savvy but have become tech-dependent. Consider the following facts:

 Americans spend an average of 11 hours online every day

 Expected loading time has reduced to 250 milliseconds
 Even without a notification 67%, people check their phones

This tech-dependence has diversified the marketing technology scenario and has raised the digital expectations of
the consumers.

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Young companies are emerging every day in a bid to provide digital marketing solutions to upgraded consumers,
and big companies like IBM, Oracle, and Google are acquiring new companies to remain ahead in the race to
provide the best digital solution. The marketers today are faced with a variety of options and this in itself is
proving a big challenge for them to decide on which option to invest in. In midst of this confusion, Integration has
become the most attractive trait of marketing technology.

But, even with integration, marketers are facing the following problem:

 How to make use of all these technologies for their business goals
 How to keep the customer and not the technology or tool in the focus

Change is happening fast and organizations are lagging behind in adopting the change. But, yes, changes are
taking place that too in executive level. Now, a new position Chief Marketing Technologist (CMT) has been set
up who will be responsible for identifying as well as devising strategies around the technologies to enhance user
experience.

Marketers have to up their Digital Marketing games as today’s consumers expect a smooth experience over all the
channels as well as devices. Further, for meeting these expectations marketers need to invest in omnichannel
technologies to provide an omnichannel experience.

New channels like Neuro-marketing, Artificial Intelligence (AI) and Augmented Reality (AR) are slowly coming
into the picture and they are going to be the future of Digital Marketing. Technologies like digital currency
(crypto-currency) and Blockchain have come into the arsenal of new-age marketers. –That will for sure take the
rich and empowering history of Digital Marketing to the new heights.

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 1.2 INTRODUCTION TO TRADITIONAL MARKETING

TRADITIONAL MARKETING
The 2012 Super Bowl broke viewing records with an average of 111.3 million viewers—the largest audience in
United States television history. But that's not the only surprising statistic about the biggest football game ever
played.
According to a recent Nielsen survey, more people watch the Super Bowl for the advertising than for the game
itself. Only 49 percent of viewers are primarily interested in the sports action, while 51 percent say they enjoy
the commercials more.
TV spots are just one example of traditional marketing, a category that includes several time-tested marketing
techniques. Some traditional marketing strategies are nearly as old as civilization itself—and they're still
effective today.

WHAT IS TRADITIONAL MARKETING?

Traditional marketing is a rather broad category that incorporates many forms of advertising and marketing. It's
the most recognizable types of marketing, encompassing the advertisements that we see and hear every day.
Most traditional marketing strategies fall under one of four categories: print, broadcast, direct mail, and
telephone.

WHO EMPLOY TRADITIONAL MARKETING?

Because it encompasses so many different strategies, nearly every company selling a product or service uses
one or more types of traditional marketing as part of an overall advertising strategy. For the most part, this form
of advertising depends on the company's available marketing budget.
Mid-sized companies and large corporations are most likely to use TV commercials. Advertising on television is
usually the most expensive form of marketing, with prices depending on the time slots and programming
content. For example, a 30-second commercial during Super Bowl 2012 was around $3.5 million, more than
$100,000 per second—and that figure doesn't include production costs.
Bigger companies also use direct mail more often, as the design, printing, and mailing expenses can add up to
substantial amounts. Mid-sized and large businesses often use all forms of traditional marketing in one way or
another.
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Entrepreneurs and small businesses, who may have limited marketing budgets, most often use print marketing
in newspapers or newsletters to advertise to local customers. Many also place local radio advertisements. Some
use direct mail, and a few may employ limited telemarketing.
While network television commercials are usually out of the budget range for smaller companies, local cable
programming has made television advertising more accessible for these types of businesses, with costs running
as low as $15 for a 30-second spot, plus production expenses.
The strategies for developing a traditional marketing plan vary widely, according to the form of advertising used
and the type of business. In some companies, particularly small businesses, the entire staff will contribute to
planning and execution. Larger companies often have marketing departments dedicated to creating advertising
campaigns that use traditional marketing.
The first step in developing a plan is to choose print, broadcasting, direct mail, or telemarketing. This choice
depends on the budget and the marketing message conveyed. For example, a store that's announcing a sale
will use more immediate impact strategies like broadcasting or print, while a business launching a general
awareness campaign might choose direct mail, which stays in consumers’ hands for a longer period of time.
For print and broadcast marketing, the business must arrange to purchase advertising space. The timing of this
step depends on the lead time, or how far in advance the advertising space must be purchased. Some print
media, such as wide-circulation magazines, have lead times of several weeks. For example, an advertisement
in Sports Illustratedmagazine must be reserved at least five weeks in advance and longer for premium
placement. Other markets have shorter times, with some newspapers allowing next-day ad placement.
The development of marketing materials also varies depending on the form. Direct mail and print campaigns
require graphic design and copywriting. For telemarketing, the advertisers write a script for the sales
representatives (or outsourced telemarketing company) to follow. Radio ads may be either produced and
pre-recorded, or scripted and read by on-air personalities. Finally, television commercials can either be written
by the marketing department and produced in-house, or contracted out to production companies.

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CHAPTER 02
RESEARCH METHODOLOGY

Digital Marketing Plans Survey Summary Report represents the average of all market segments responding to the
survey. Specific segments from the survey are reported on separately and exclusively by our participating
Research Partners. This research has been produced for your use. Put it to work in own marketing strategy.

TYPE OF RESEARCH-DESCRIPTIVE & EXPLORATORY RESEARCH

Descriptive study is a fact finding investigation with an adequate interpretation. It is the simplest type of research
and is more specific. Mainly designed to gather descriptive information and provides information for formulating
more sophisticated studies. Descriptive research, also known as statistical research, describes data and
characteristics about the population or phenomenon being studies.

SCALING TECHNIQUE
For the measurement of variables, Nominal Scale is used which is the most widely used scale in market research,
where respondents specify their response to a statement.
2.1 DATA COLLECTION

1. Primary Data

(A) QUESTIONNAIRE:-
(B) A set of questions related to the research topic was formulated. Response for each questions included in
the questionnaire has been collected from the customers.
(C) INTERVIEW:-
Apart from collecting different responses from the customers some extra information has been obtained through
face to face interviewing activity.

2.SECONDARY DATA;
Secondary research was done to build an in-depth understanding of the digital and traditional marketing.
Information from various published resources like India stat and other research bodies
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 were also used to validate the market figures and cross-validate the data.
Detailed analysis of secondary information was used to arrive at the specific frameworks provided in the report.

3.SAMPLING METHODOLOGY:
The sampling methodology used is Non Probabilitysampling technique-Convenience sampling (A non probability
sampling technique that attempts to obtain a sample of convenient elements. The selection of sampling unit is left
primarily to the interviewer)

4.SAMPLE SIZE:
I had chosen 50 samples for the analysis.

5.QUESTIONNAIRE:
The questionnaire is formed in such a way that the information required for the study is acquired from each item
i.e. questions. Here I have used Nominal scale of measurement to measure the respondent’s responses with each
of the series of the items in the form of statements. The respondents’ category range from college students &
working women to working men.

6.SAMPLING DESIGN:
I. Selection of study area: MUMBAI
II. Selection of Sample size: 50.

IMPORTANCE OF STUDY:
The main purpose of study is to increase the productivity of kiosk (outreach) regarding HUL Pure it water
purifiers. The survey was conducted in Hyderabad and Secunderabad area not all but only some parts have
included for survey. Due to shortage of time it was not possible to cover the whole areas. Thus the scope of the
study was completed with the time and resources available.

2.2 SCOPE AND IMPORTANCE OF THE STUDY

The project aims to get us out of the classroom and into the real world of companies/
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competitors, markets, managers and customers. For me, it opens the way for walking into experiences. The
ultimate goal of this research is enormous with its true sense. Physically and practically, it shows the potential for
the company and me.

The scope of the project helps in analyzing the factors, which influence the referring

behavior of customers.

The scope is such that the study has been conducted by taking samples from different

areas, which depicts the overall picture.

The results obtained will give an overview of the different criteria based on which an

existing customer can be used to generate sufficient leads for the company.

The study can be helpful in taking decision so as to improve the approach towards

customers for getting reference and service.

This project also helps to know how an organization works in real environment and under different market

scenario.

LIMITATION OF THE STUDY

Time is the major constraint in the study

My Study is confined to 50 respondents.

Research is done only in some parts of Mumbai

Respondents Fatigue.

Researcher inexperience.

Language (English)

2.3LIMITATIONTOSTUDY (TRADITIONALMARKETING)

Aspects of marketing such as research, publicity, advertising, merchandising and sales all play a part in
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increasing awareness of whatever you are selling. Forms of traditional marketing include placing
advertisements in newspapers and magazines. Radio commercials, telephone sales, direct mail and door-
to-door sales also fit into this category. Although these marketing methods have been successful in the
past, they all have disadvantages, especially with the rapid increase in Internet usage.

1 TIMING

Traditional marketing uses static text or advertising commercials to promote a product. If an ad is

placed in the newspaper, it can't change until you place another ad. For example, if you have a sale on
bicycles that you put in the newspaper and then you run out of bicycles, you may have many unhappy
customers. On the other hand, on the Internet you can instantly update your page to let people know
your bicycles are "sold out."

2 COSTS

You must pay for ads in newspapers or mailers every time you run a new campaign. Adding new
products or sales pages to your website doesn't create additional costs if you already have a person on
your team who can update your product information. Traditional marketing companies may charge
per delivery area for fliers or mailers. On the Internet, your ad is accessible to the entire World Wide
Web.

3 .CUSTOMIZATION

With traditional ads, it is difficult to target a specific customer. Specific market segments can be targeted,
but not an individual. For example, an ad may target young women. The ad may show young people
interacting and present interesting copy about a new style of purse. On the Internet, new marketing
techniques can track what a viewer has looked at and suggest similar products.

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4. PRICING OPTIONS

Traditional marketing can present special sales and pricing. However, it is typically more difficult to offer
complex bundle pricing. Most print marketing doesn't have the space to explain all the different pricing variations
that may appeal to buyers. An online catalog may present you with an offer that if you buy four items
from one category, you get a free item from another categor.

Traditional advertising does not allow you to respond to changes in the marketplace as quickly as newer forms
of communication. You may have to create your message weeks or months in advance when you run magazine
ads. Even daily newspaper ads may require a lead time of several days. Changing broadcast ads requires time and
additional production expense. Small business can change Facebook pages, send tweets or update a website in a
matter of minutes.Harder to Target Audience

Modern technology allows marketers to more precisely target potential customers based on the amount of
personal information websites collect about visitors. Small businesses can determine in advance not only what
type of person visits a particular website, but how often, what they view and other information. Print and
broadcast outlets provide media kits with audience demographics, but once a magazine is mailed, a paper is
delivered or an ad is broadcast, you don’t know who actually read, saw or viewed your ad.
Less Information
The message you can deliver with traditional advertising is much more limited compared to newer forms of
communications. If you can get people to your website with the click of a banner ad or link, you have almost
unlimited opportunities to deliver page after page of information to customers. With print and broadcast, you must
communicate your message within a few square inches of space or in 30 seconds.

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CHAPTER 03
LITERATURE OF REVIEW
3.1 DIGITAL MARKETING

In a world where over a 170 million people use social media on a regular basis every working professional is
expected to be familiar with at least the core tenet of digital marketing.
In simple terms, Digital marketing is the promotion of product over the internet or any form of electronic media
.According to the Digital marketing institute; Digital marketing is the use of digital channels to promote product
and services to targeted consumers and business.

To know more about digital marketing training online, visit our course page. Digital marketing certified associate
training
People are consuming digital content on daily basis. Very soon, traditional marketing platforms will disappear,
and the digital market will completely take over. There are a number of advantages to digital marketing. Unlike
traditional marketing, digital marketing is more affordable.

You can reach a larger audience in a short time-period. Technological advance have resulted in considerable
attrition of the customer base of traditional marketing agencies and departments. People have moved on to tablets,
phones and computers, which are the areas where digital marketers have gained the most ground.
The often-unanswerable prediction is whether online marketing campaigns will be effective in the short and
long terms .

Online marketing is difficult to execute successfully and measure adequately . The quest for reliable metrics
means that some marketers will shy away from implementing online tactics that draw only short-term attention to
tactics that actually allow for prospect identification and capture of behavioural data. Based on much of what
happens in social marketing are little more than experimental, or simply about insights rather than metrics Any
marketers feel the need to tick the social media box and demonstrate how cutting edge they are, while the primary
drivers of their campaign remain embedded in traditional media.

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There is a need to affect a paradigm shift from a traditional more is better approach hegemony social marketers
fixate on volume metrics website traffic, hit rates, click-troughs, time spent on-line, postings etc., successful
social marketing often depends more on qualitative metrics for desirable signs of the tone, quality and
customer benefit of the interaction &such metrics not only measure whether people are engaged, but how they
are engaging However, such metrics often need to be custom for individual campaigns and need to be considered
in thepre-launch phase, ideally incorporated in message testing Stated that consumers learn about brands through
social media
Estimated that consumers generated more than billion impressions about products and services through social
media in approximately one-quarter of the number of impressions created through all forms of online advertising.

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 3.2 TYPE OF DIGITAL MARKETING

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital marketing also
pull and push are types.
In push digital marketing the marketer sends a message without the recipient actively seeking the content, such
as display advertising on websites and news blogs. Email, text messaging and web feeds with customized contents
can also be classed as push digital marketing when the recipient has not actively sought the marketing message.
Push marketing allows you to target your demographics and use your marketing dollars to promote your product
to the people you know are interested in what you have to sell. A push marketing campaign can be more
expensive when it comes to upfront costs, so you really need to be sure that your marketing is going to reach the
right people at the right time. Behaviour targeting is good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info graphics and other forms of
visual messaging and search engine optimization (SEO). A pull marketing campaign also includes public relations
or other ways of reaching out to potential or already realized customers who you want to keep engaged. While a
pull marketing campaign can be less expensive to get started, you will incur costs in other ways. For example, if
you are running a social media campaign, you will need to hire someone to manage your social media and
respond to people who leave comments or ask questions. Social media gets people talking and that has a major
impact on sales. Pull marketing also requires a greater investment in time, but it gives you more ability to
entertain your customers and educate them about your company.
But don't get confused by seeing Email in push and pull, there is a difference. If marketer is sending emails with
customized content or banners to specific group of customers is push digital marketing. If marketer is sending
emails with the same content or banner to all customers is pull digital marketing.

AIDMA as AISAS in Digital Era

AIDMA widely accepted model describing the psychological process leading up to the consumer’s decision to
purchase a product. This model is similar to AIDA model. The AIDMA Model was first advocated by Roland
Hall, an American economist, around 1920.

According to this model, there are five key processes: Attention, in which the consumer first notices the product

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oradvertisement,followedby Interest, Desire, Memory, and Action.
This model has been used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

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

Attraction Interest Search Action Share

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

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 3.3 HOW DIGITAL MARKETING HELPS BUSINESS

These days, it’s important to have a strong online presence, coupled with a great brand that is presented uniformly
across all mediums. Digital marketing is an essential part of this for companies who want to utilise the power of
the internet in order to boost business.

Taking a look at last year’s figures, let’s see what Adage discovered when looking at the statistics:

 77% of people interact with brands on Facebook by looking at posts and updates
 17% share news and experiences with others about the brand
 13% post updates about brands they have connected with
 56% said they would recommend a brand after becoming a fan on Facebook
 34% of digital marketers have generated leads from Twitter
 43% of all consumers who are internet-connected use social

A business should always pay attention to where its customers are, and those who have customers on the net with
a strong online presence are more likely to succeed. This is even true of local businesses, as with mobile has come
location services, making it easy for mobile users to find a company who uses maps on social.

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 3.4 INDIA &INTERNET POPULATION

India, with 1,270,272,105 (1.27 billion) people is the second most populous country in the world, while China is
on the top with over 1,360,044,605 (1.36 billion) people. The figures show that India represents almost 17.31% of
the world's population, which means one out of six people on this planet live in India. Although, the crown of the
world's most populous country is on China's head for decades, India is all set to take the numerous positions by
2030. With the population growth rate at 1.58%, India is predicted to have more than 1.53 billion people by the
end of 2030.
India is currently having online population of 213M, among them 60% are males and 40% are females. In have
110 M mobile internet users, among them 80% are males and 20% are females. 176M of the total internet
population are part of Social Medias.
India has bypassed Japan to become the world’s third largest Internet user after China and the United States, and
its users are significantly younger than those of other emerging economies, global digital measurement and
analytics firm commodore has said in a report. Riding on a 31% year-on-year increase, India’s online population
grew to 73.9 million. With an extended online universe in excess of 145 million the market is at a tipping point
for online businesses. The numbers are lower than other recent estimates, possibly reflecting commodore’s
methodology that only factors in PC and laptop-based Internet usage.

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 3.5 ONLINE BEHAVIOR OF INDIAN INTERNET USERS

Trends in online behavior are changed a lot, social networking is leading now. Early people will use internet to
access email and for searching information. But now people like to be social, they are interested in sharing their
life with others. 25% of the population is doing social networking in India followed by 23% in services. Services
include emailing and instant messaging.

MOBILE INTERNET USERS

Internet penetration in India is driven largely by mobile phones, with some of the cheapest and most basic hand-
sets today offering access to the internet. According to IMAI, India has 110 million mobile internet users of which
25 million are in rural India. The growth of internet penetration in rural India is driven largely by the mobile
phone; 70% of rural India's active internet population accesses the web via mobile phones. This may have to do
with the difficulty in accessing PCs. Forty-two percent of rural India's internet users prefer using the internet in
local languages. The high prevalence of content in English is a hurdle for much of rural India.

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Research report of Immobile showing the behavior mobile user in internet, 21% of their total consumption is for
Entertainment and Social Media, which followed by Games, General Information Search and Email.

SOCIAL NETWORKING

Social Networks capture the largest percentage of consumers’ time in the region. Commodore data’s showing
86% of the Indian web user visits a social networking site. Facebook continues to be the number one social
network with a 28% increase in traffic and a reach of 86%. Average time spend by an Indian user on Facebook is
217 minutes. LinkedIn emerges as number two, while Interest and Tumbler are the fastest growing networks but
growth of twitter is declined by 15% in 2013 while comparing with 2012.

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NUMBER OF INDIAN USER ON SOCIAL NETWORKING PLATFORM
Facebook- 90 Million Twitters – 30 Million LinkedIn- 18Million

Interest – 15 Million Integra- 2 Million

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 3.6 OBJECTIVE OF DIGITAL MARKETING

A) WEBSITE USAGE INFORMATION

we receive and store certain information whenever you interact with us. We collect web usage information during
your visits to our site including information on the date, time; page viewed or searched for, guides printed, tools
used, referrals made and other information relating to your browsing activity on our website. We may also use
web usage information to create statistical data regarding the use of our website. We may then use or disclose that
statistical data to others for marketing and strategic development purposes, but no individuals will be identified in
such statistical data.

B) IP ADDRESSES
we use IP addresses to analyze trends, track users' movement, and gather broad demographic information for
aggregate use. IP addresses are not linked to personally identifiable information.

C) COOKIES
when someone visits our website we collect standard internet log information and details of visitor behavior
patterns. We do this to find out things like the number of visitors to the various parts of the nibusinessinfo.co.uk
website. We collect this information in a way which does not identify anyone.
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 REVIEW OF LITERATURE

3.7 TRADITIONAL MARKETING

Salehi, M., Mirzaei, H., & Achaea, M. (2012)

Compares both internet based as well as traditional Marketing, Internet Marketing is more economical and
Faster way to reach out to buyer directly, and is the ideal Way for business to advertise locally or internationally.
As The result in case of comparison; both types of marketing Can help traders and marketers to do business. Each
has Advantages and disadvantages. In traditional marketing Consumers can see and touch the real goods or
service

But the domain of effect is low, on the other hand using of internet marketing will exceed the boundaries and
introduce goods and services to the demographic of internet users. Also using the internet would be more chipper,
faster and convenient for marketing.
Approximately the advantages of internet marketing are Much more than advantages of traditional marketing.
Table 2 identifies the core differences between Traditional marketing and internet marketing.

REVIEW OF LITERATURE:1

Making the marketing objectives successful is the common goal that each and every company aims at.
They want to enhance the old relationship with consumers, create new ones, amplify and raise the sales
and become famous in the market. (Salehi, M., Mirzaei, H.,
& Achaea, May, 2012) Integration between Interne marketing and traditional marketing can bring the very
best result to a business. Nevertheless, eMarketing solely is also powerful and it can maximize effectiveness in the
internet environment.

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REVIEW OF LITERATURE:2

Theretailingscenariohaschangedsignificantlyduringthelasttwodecades.Theretailingindustryintheworld
hasconvertedfromthedomesticmarket-basedtraditionalmarketformatofthepasttolargescaled
franchisingandestablishmentofbrandnames(Kimetal.,2012).Income,technologyandlifestylesof
consumersarechanging,evenfromwhomtheybuyarechanging.Thelocationortheplacewherethey
buyischanging;theshopsareopenedclosedaccordingtotheconvenienceofthebuyers.Changesin
technologybringnewattitudestobuyingproductsandservicesandtobetterorganizationofthe
supplychain(Lode,2006).VarunJain(2010)concludedthattheshoppersinIndiapreferthelocal
kiranastoresovermalls.Theshopperslovetohangoutandshopfromtheirlocaltraditionalstores
becauseofthefamiliaritywithambiance,easeofaccess,emotionalattach

REVIEW OF LITERATURE:3

Researchhasbeenconductedbyseveralauthorsonconsumerpreferences(SinghandAgarwal,2012),Veraand
Khandelwal, 2011; Brand and Leonard, 2001), store attributes (Bianchi, 2009), AHP (Saaty, 1980; Subbaiah,
2011),retailerselection(Lisa1990;MitchellandKira1998;Arora,1999;Franklin,2001;Liu-Hai,2005;
PhilippidisandHubbard,2003;Tzengetal.,2002).Retailerselectiondecisionsarecomplicatedbythefactthat
variouscriteriamustbeconsideredindecisionsmakingprocess.Studiesby(Goffin,SzwejczewskiandNew,
1997;Howe,1998;Dawson,2000)werefocusedongroceriesandnutritionproducts.Attitudescannotbe
observeddirectly,theyarementalpositionsthatmarketersmusttrytoinferthroughresearchmeasures(Wilkie,
1994:83).Basedontheconsumers’preference,theconsumercanscoretherelativepreferencelevelbetween
twoattributesfrom1to9,where1isnominallypreferredand9isextremelypreferred(TsengandLin,2005, 201).

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REVIEW OF LITERARTURE: 4

Bhavnagar,(2002)inferredthat,whilespecializedandtraditionalstoresarepreferredforfreshproducts,hypermarkets
arepreferredforshoppingingeneral,andalsoforfrozenfood,groceriesandbeverages.Thepurchaseof
perishablesinhypermarketsisreduced.SinghandPowell(2002)inferredthatgroceryshoppersconsiderquality to be most
important, followed by price, locality, range of products and parking. 46 Balatas and Papastathopoulou, (2003)
studied the Greek grocery customers concluded that product quality and product
featureswereconsideredthemostimportantproductchoicecriteria.Gomezetal.(2004)statedthatqualityis
seenas"asatisfactionmaintainingfactorinthesupermarketsector"inthatimprovementsinqualityhavesmall
positiveimpactonsatisfactionwhilereductionsinqualityofthesamemagnitudehaveasignificantlygreater chance of
reducingsatisfaction.

REVIEW OF LITERARTURE: 5

PhilipKotler,2003,MarketingManagement17vanWatershootWalter,VandenBullet Christophe,Journalofmarketing1992
Marketingisconsideredtobeacollectiveprocesswhereindividualsorgroupscanexchange
goodsorservicesbasedontheirneedsandwants.16Thecontentofthisprocesswas
presentedasmarketingmixbyNeilBordenforthefirsttimein1953,representingthe mixture of useful elements for
marketing. This theory of marketing mix has been analyses and rewritten about by many different authors through
time. One of the authorsthathavewrittenaboutthistheoryandexplainedhispointofviewaboutthe
elementsofmarketingisPhilipKotler,whosemarketingmixispresentedinthisthesis.
Heconsidersthemarketingmix,amixtureofdifferenttoolsorinstrumentsforpursuing
amarketingplan.17intraditionalmarketingthewantsandneedsofcustomersare
beingdiscoveredandsatisfied,throughtraditionalchannelsofcommunicationsuchas
facetofacecommunication,magazines,cataloguesetc.Theaimistocreateproducts and services which sell themselves by
being what customers need and want.18
“Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion
anddistributionofideas,goodsandservicestocreateexchangethatsatisfyindividual
andorganizationalobjectives.”19ThemarketingmixtheoryofPhilipKotler,the4Psare
28
presentedhereinthefollowingorder,Product,Price,PlaceandPromotion.16Philip Kotler, 2003, Marketing
Management 17 van Waters hoot Walter, Van den Bullet Christophe,Journalofmarketing1992

3.8 WHAT TYPE OF CAREER WORK WITH TRADITIONAL MARKRTING

STRATEGIES?

BRAND MANAGER
A brand manager is responsible for planning, developing, and directing the marketing efforts for a particular
product or brand. This may be an entire company, or a line of products within a large company.
Brand managers coordinate the activities for a team of marketers involved in several facets of operation,
including research and development, production, sales and advertising, purchasing, distribution, packaging
development, and financing. These professionals decide on marketing strategies, conceptualize and oversee
marketing campaigns, and control the brand’s public image through advertising.

EDUCATION AND EXPERIENCE

A typical brand manager will hold a four-year bachelor's degree in marketing or advertising. In addition, most
large companies require at least four years of experience in lower marketing positions, such as sales
representatives

ADVERTISING AND SALES DIRECTORY

WHAT THEY DO
The job of an advertising sales director is to manage the entire advertising strategy of a company from all
directions, including business, sales, and technical perspectives. Typically in charge of a team of sales
representatives, these high-ranking managers oversee the development of sales materials, campaign
implementation, and advertising budgets and projections.

EDUCATION AND EXPERIENCE

An advertising sales director must hold a four-year bachelor's degree in marketing, sales, or advertising, and
typically needs a minimum of 10 years’ experience in sales and marketing. Most businesses hire advertising
sales directors who have proven track records in marketing success.

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MEDIA DIRECTOR

WHAT THEY DO
A media director typically works at an advertising agency that develops and implements marketing strategies for
other companies. The job of the media director is to manage the purchase of print space and broadcast time for
clients.
These professionals work with a client to choose the most effective avenues for traditional marketing, usually
through market research and statistical models. They are also responsible for working with media sales
representatives to place the advertisements.

EDUCATION AND EXPERIENCE

A four-year bachelor's degree in sales, marketing, or advertising is required to become a media director. As with
most management-level marketing professionals, a media director also needs at least 5 years of field
experience, with a proven record of results.

3.9 HOW CAN A MARKETING SCHOOL HELP YOU SUCCEED WITH

TRADITIONAL MARKETING?
Traditional marketing is a diverse field, involving many different strategies and methods. Earning a degree
through a marketing program provides the knowledge and skills required to effectively use traditional marketing
techniques -- from print to broadcast.
Coursework in marketing programs are designed with traditional marketing strategies in mind. Many schools
offer degree programs geared specifically toward print or broadcast marketing, such as Broadcasting Media and
Graphic Design. This includes subjects like communication, which helps professionals understand the most
effective ways to design and deliver traditional marketing campaign. Marketing programs will also have courses
on consumer psychology, which teaches a strong understanding of buying habits and motivations.
To learn more about how a degree in marketing or advertising can help create effective traditional marketing
campaigns, request more information from schools that offer these courses.

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3.10 BENEFITS OF TRADITIONAL MARKETING

You can easily reach your target local audience . For example, a radio ad might play in one location: your
city or region. Or mailbox flyers will go to households in a select number of suburbs.
The materials can be kept. The audience can have a hard copy of materials of which they can read or
browse through over and over again.
It's easy to understand . It can be easily understood by most people because they are already exposed to
this kind of strategy.
Neuroscience seems to support the benefits of hard copy marketing. A study sponsored by Canada
Post and performed by Canadian neuro-marketing firm TrueImpact compared the effects of paper
marketing (direct mail pieces, in this case) with digital media (email and display ads).
Youcaneasilyreachyourtargetlocalaudience.Forexample,aradioadmightplayinonelocation:your
cityorregion.Ormailboxflyerswillgotohouseholdsinaselectnumberofsuburbs.

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Thematerialscanbekept.Theaudiencecanhaveahardcopyofmaterialsofwhichtheycanreador
browsethroughoverandoveragain.
It'seasytounderstand.Itcanbeeasilyunderstoodbymostpeoplebecausetheyarealreadyexposedto this kind ofstrategy.
Neuroscienceseemstosupportthebenefitsofhardcopymarketing.AstudysponsoredbyCanadaPostandperformedbyCanadian
neuro-marketingfirmTrueImpactcomparedtheeffectsofpaper
marketing(directmailpieces,inthiscase)withdigitalmedia(emailanddisplayads).
The technologies used in this study were eye-tracking and high resolution EEG brain wave measurement.
The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation
(persuasiveness), and attention (how long subjects looked at the content).

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 3.11 DIFFERENCES BETWEEN TRADITIONAL AND DIGITAL MARKETING

While having a marketing budget is important for any small business, it’s equally important to spend it in the right
direction and make the most of it. How do you know where to spend it when it comes to digital marketing vs
traditional marketing?
For many businesses, reaching the right “marketing” decision is not easy, even though it can make a huge
difference in their results.
By gaining clarity on the digital marketing vs traditional marketing aspect, a business can get a better idea of
which marketing method is appropriate and how it is should be applied. For instance, if you decide to use social
media marketing to build your brand and increase your customer base, you could do it yourself or hire a
reputeddigital marketing firm like LYFE Marketing to take care of it.

Running a successful business is not just about choosing the appropriate market or having a high quality product.
It’s also about leveraging the right kind of marketing techniques in order to reach out to your target audience and
convert them into leads or customers.

Some businesses may give less preference to marketing, but if any serious business wants to increase profits, it
will almost always have set aside a proper budget for marketing.

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Even if you do acknowledge the need for effective marketing, the whole digital marketing vs traditional
marketing debate might stump you. The reason for this confusion may arise due to the fact that even though a lot
of marketing is done in the traditional way, digital marketing is steadily gaining an edge.
Yes, there are a percentage of people who don’t use the Internet for conducting any transactions. However, a
considerable chunk of the population is regularly using the Internet for multiple purposes, including making their
day-to-day transactions.
As a business, you need to ensure that you are ahead of your competition. Which means you cannot just depend
on outdated marketing methods anymore. You need to look beyond and understand how you can leverage the
latest digital marketing techniques to grow your reach.
Before we get into the nitty gritty details of digital marketing vs traditional marketing, let’s first look into some of
the basic ideas you need to understand clearly.

3. 12 DIGITAL MARKETING VS TRADITIONAL MARKETING: WHAT IS TRADITIONAL?

Traditional marketing is nothing new as it’s a form of marketing that we have been exposed to at one point or
another. It is a conventional mode of marketing that helps to reach out to a semi-targeted audience with various
offline advertising and promotional methods.

Traditional marketing is a type of marketing that is hard to ignore and includes the traditional ads we encounter on
a daily basis. Many of the common and most tried offline marketing tactics come under the following five major
categories:
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 1. Print (magazines, newspapers, etc.)

2. Broadcast (TV, radio, etc.)

3. Direct Mail (catalogues, postcards, etc.)

4. Telephone (telemarketing, sms marketing, etc.)

5. Outdoor (billboards, fliers, etc.)

Traditional marketing may have evolved over the past few decades, but the fundamental aspects remain the same.
The selling techniques that we use today heavily rely on the infamous four P’s of marketing: product, price, place,
and promotion.
Every successful business knows how integral it is to create a proper sales funnel. By leveraging the four P’s of
marketing, a business can actually lead its prospects and customers through any sales funnel and see favorable
results.

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Let’s take a brief look at each of the 4 P’s that power every form of marketing technique:

1. Product: Effective marketing starts with a good understanding of your own product. Which could be an
intangible service or type of a good that fulfills the demand of a target market.

2. Price: The overall cost of the product depends on how well you know it. Price is always the determining
factor when it comes to things like supply, demand, profit margin, etc.

3. Promotion: How you get the word out about your product and market it to your target audience is
promotion. Any method that helps you promote the product and help it gain more visibility/exposure
comes under promotion — whether it is advertising on a billboard or setting up an ad campaign on
Facebook.

4. Place: Traditional marketing heavily relies on getting your product in front of your target audience at the
right time and place. Which also means pricing it right. In the marketing world, placement plays a crucial
role. Because when a product is placed in an ideal location, the chances of converting prospects to
customers or clients increase manifold.

On the surface, digital marketing may look different than traditional marketing in a big way as it is all about the
fourth P: promotion. However, the fact of the matter is, digital marketing is highly effective because it does not
ignore any of the four Ps of marketing. It rather uses each one of them in a unique manner, and sometimes even
better than traditional marketing.

3.13 DIGITAL MARKETING VS TRADITIONAL MARKETING: DOWNSIDE OF GOING TRADITIONAL

While traditional marketing is still effective, it’s not the only way to make your product popular among your
target market. Today, technology has grown and is enabling businesses to connect to their audience like never
before. Which is why it’s important to consider the drawbacks of traditional marketing before investing in it.

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LITTLE INTERACTION
One of the biggest and the most obvious limitations of digital marketing is that there is little or no interaction
between the customers and the medium used for marketing.
Traditional marketing is a one way street where a business is able to broadcast or provide information to their
target audience about its product or service. This brand building exercise is done in the hope to attract the
attention of the right people and maybe convert them into customers.
NO CONTROL OVER TIMING
Traditional marketing is dependent on promotional methods that once executed cannot be updated. Whether it is a
static text print ad in your local newspaper or a television commercial, you will have to place a new ad to replace
the old one in case of any change. While this may not seem like a huge factor, but it does make a big difference in
the long run.

For instance, let’s say you run a magazine ad promoting your latest widget. After which, you make a major update
to it that can make a significant impact to the sales numbers. Can you change the ad on fly? Of course not, which
can put a huge dent in your marketing budget overtime.

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HIGHER COSTS
The recurring costs in traditional marketing can prove to be a huge investment that may or may not give a good
return. Your ad in the local newspaper will only be effective if it is seen by your target audience on the day it gets
published. And what are your chances of that?

If you want to reach out to them again, you need to create and run a new print ad campaign. Or when you create
and distribute posters or fliers in your area, it’s an investment you are making for a one time exposure. Compare
that to content that you create on your website that can bring in target visitors for years to come at no additional
cost.

LIMITED CUSTOMIZATION OPTIONS

Do you want to target customers working in a certain industry and fall in particular age group? Traditional
marketing offers you little help when it comes to customizing your campaign and targeting a specific customers.
Even though you can use traditional marketing techniques to market to certain segments, you cannot go after
targeted customers. When you’re using online ads, you have the option to not only reach out to the right kind of
customers, but also show them offers that are tailored towards them.

INABILITY TO DISCLOSE FULL PRICING DETAILS

At the basic level, traditional marketing has never failed to attract people based on discounted prices or special
sales. However, when it comes down to offering more unique, customized pricing options, you may hit a brick
wall. If you analyze the options given to you in print marketing, you may not find the needed space to display all
your pricing options – even though these can help you convert more people into customers.

Poor Campaign Measurement

When executing a traditional marketing strategy, it is essential to know how effective it is to ensure you’re not
investing in the wrong direction. Unfortunately, results that you get from traditional marketing cannot be
measured easily and efficiently.

However, when you launch an online marketing campaign, you can effortlessly identify where you are going
wrong and if it is successful or not. This alone makes digital marketing much better than its traditional
counterpart.
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3.14 DIGITAL MARKETING VS TRADITIONAL MARKETING: WHAT IS DIGITAL?

Digital marketing or online marketing refers to the marketed related work that a business does through the
Internet or an electronic device such as a mobile phone. Any business (regardless of its size) can leverage digital
marketing to reach out to their target market, connect with prospects and convert more of them into
customers/clients. Everything from search engine marketing to Facebook marketing comes under digital
marketing. And we offer an array of digital marketing serviceshere at LYFE. Feel free to check them out and see
which ones might be best for your business.

Thereason why digital marketing is crucial for a business today is because the Internet is becoming one of the
most used tools. More and more people are logging on the web to carry out their day to day activities, which
includes purchasing goods and services.
If you look at the past decade you’ll see that online marketing has grown exponentially. So when it comes to
digital marketing vs traditional marketing, it’s clear that that digital as a definite edge.
Successful marketing requires a business to connect to prospects and customers in the best possible way, so that
their is an actual return on the investment. Given the fact that a large majority of people (especially the Millenials)
are spending their time on the Internet, it makes sense for you, as a business, to connect to them on it.As
technology grows and the new digital ideas are brought to life, the digital marketing world grows with it. One of

39
the reasons why it continues to deliver results is because it is a form of inbound marketing. Which means, instead
of you going out there to find people, they find you. Whether it is running an advertisement on Google or creating
marketing related content for your blog, it’s all about attracting your target audience and spreading awareness.
The idea is to get out there and gain exposure. Because the more people know about your website, your brand and
the products you sell, the more familiar they become with your agenda. Which eventually leads to close
relationships or bonding that is developed on the basis of trust.
Being a business, the Internet offers you a way to build an authority in your niche and grow your online presence
like never before.

3.15 DIGITAL MARKETING VS TRADITIONAL MARKETING: WHAT DO THE STATS

SAY?

Keeping the current growth of digital marketing in mind, particularly in the U.S., it won’t be long before digital
ad spend takes over traditional advertising such as television ads. As of today, 60% of marketers across various
industries have already shifted their efforts towards digital marketing.
Here are some more stats to help you understand the growth and prominence of digital marketing…
More than 80% of shoppers/buyers do their research online before investing in a product/service.
Almost 60% of U.S. adults use Facebook on a regular basis.

 94% of B2B marketers are actively using LinkedIn for marketing.

 Mobile will be accounting for over 70% of digital ad spend by 2019.

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  90% B2C businesses report social media as being the most effective content marketing tactic.

Regardless of the business you are in, you need to take the importance of digital marketing into consideration. Or
else you may lose out to competition that is taking advantage of the latest digital marketing techniques.

Now, truly understanding digital marketing trends and applying methods that are suitable for your business may
not be your specialty. It may take a considerable amount of time and investment to see favorable results. In such a
scenario, working with a specialized digital marketing agency like ours can help you get a high return on
investment. Contact us if you’d like to discuss your digital marketing campaign.

3.16 DIGITAL MARKETING VS TRADITIONAL MARKETING: WHERE TO INVEST?

Setting a marketing budget is one thing, but making sure you get a good return on your investment is something
else. Which is why it makes sense to focus only on those marketing channels and methods that are more likely to
give you the best bang for your buck.

The digital marketing vs traditional marketing debate is age old, and it’s far from over. However, given the
advancement in technology, there is no denying the fact that digital marketing can help a business generate
qualified leads/sales without putting a dent in the wallet. The risk is definitely smaller when compared to
Traditional marketing.

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If you look around, you’ll find businesses of all sizes taking advantage of digital marketing, especially because of
the lower cost/barrier to entry when compared to offline marketing methods such as print advertising. Even
though print ads can help in brand building, digital marketing can assist a company in building a strong
foundation for effective promotion. And it can be done with a much smaller budget.

Investing in Print Ads

There’s no doubt that print ads can work great if done properly. However, without consistency, print advertising
will fail to give favorable results. Whether you choose to advertise in a major magazine or your local newspaper,
you need to be ready to spend huge money over a long period of time.

Here’s what the results looked like when Blue Fountain Media decided to advertise with a major magazine.

42
Also, when it comes to print ads, what many businesses fail to understand is the circulation aspect. The number of
readers who actually see your ad will be less than the number of magazines in circulation. Because a good
percentage of magazine issues will almost always go unsold.

Investing in Digital Ads

Digital ads are more customizable than print ads, which makes them less risky. For instance, if you are running a
search campaign, you can target your ad to a certain audience and change it later on. Making adjustments and
tweaking your ads according to real-time data is simply easier.

Then comes the question of CPM, which can be pricey with magazine ads. According to Gaebler, a full page
(black and white) ad costs close to $120k, for a CPM of $50 USD. Compare this to a digital marketing channel
such as Google Display Ads, where you are charged per click, rather than per impression. Which means CPM can
in some cases cost you zero dollars. So if you are a business with a limited budget and want to increase your
chances of success, digital marketing may be your best bet.

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Looking at the above example, Blue Fountain Media found a clear winner in digital advertising as the magazine
ad proved to be costlier. This just goes on to show that the level of customization and tracking you get with digital
marketing is above part. You have a lot more control over the ad’s performance and in-depth analytics to improve
them along the way.

3.17 DIGITAL MARKETING VS TRADITIONAL MARKETING: WHY CHOOSE

DIGITAL

For some brands, especially the well-established ones with a huge offline audience, traditional marketing may be
too expensive to ignore. But for the many small businesses that are trying to make a mark on a tight budget,
digital marketing can prove to be a savior. Which is why many new and old businesses are leveraging the power
of digital marketing and rethinking the marketing funnel.

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#1: Higher Level Of Customer Engagement

Traditional marketing doesn’t allow direct interaction with customers, whereas digital marketing offers a higher
level of engagement and interaction. Whether it is through social media comments or email messages, your target
audience is instantly connected with you through various digital marketing channels.

Your brand can also easily build better and long lasting relationships with customers by interacting with them via
video, surveys or webinars. Your business performs better when it runs in conjunction with the requirements of
your customers. And digital marketing lets you do that as you can engage with customers and solve their
issues/problems without wasting time.

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#2: Ease Of Measuring Results

When you give away brochures, distribute fliers or advertise in magazines, you don’t know how far your
marketing is going to be successful. You may be headed in the wrong direction, but there’s no way to tell.

Unlike traditional marketing, digital marketing lets you measure results. It allows you to play a clear-sighted
marketing game, rather than a blind one.

You have access to a ton a information about your prospects and customers to help you understand where you are
going. Right from how many people are visiting/leaving your website to what percentage of them are converting.
Imagine the level of tweaking/testing you can do with digital marketing, which is literally absent in traditional
marketing.

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#3: Bigger Audience Range

Traditional marketing is limited in many ways, but one of the biggest restriction that comes with it is the inability
to go beyond a regional or local audience. Your business may not be geographically-bound, so why limit your
reach?

Using digital marketing, you can create a highly customized campaign and widen your reach to different cities or
even different countries. So say goodbye to the blanket approach that traditional marketing takes and say hello to
digital marketing that lets you alter your campaign based on how far you want to go.

#4: Less Expensive & More Effective

When it comes to spending money on marketing, your return on investment decides whether your campaign was
successful or not. There’s no surprise that digital marketing fetches you a better ROI because it’s cheaper than
traditional marketing/advertising in more than one way.

Would you rather invest in an advertisement where you pay based on performance or in a costly newspaper ad
that is seen by a limited audience? Digital marketing allows you to spend less while gaining more. For many
businesses, it’s a no brainer.

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3.18 DECISION TIME: DIGITAL MARKETING VS TRADITIONAL MARKETING

We would hope we’ve convinced you with data and facts that digital marketing is definitely the way to advertise
as a small business. If you’ve already tried traditional marketing before and haven’t seen the rapid growth results
you wanted, then give digital marketing a shot. There is little risk and great reward. That’s not a combo you see
often in the business world.

Our experts can even take off a little of the pressure. They do all the work for you. All you have to do is stay
informed and approve material. At LYFE Marketing, we take the worry out your online advertising and digital
marketing which allows you to focus on other areas of business that need your undivided attention

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CHAPTER 4

DATA ANALYSIS

4. 1 QUESTIONNAIRE GRAPHICAL PRESENTATION

The Above Data Is Of My Survey.

There Are 34.6 Persons Are Male.
There Are 65.4 Are Female.

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The Above Data Is Of My Survey.
There are 59.6% prefer Both of them.
There are 30.8% prefer Traditional marketing.
There are 9.6% prefer Digital marketing.

50
The above data is of my survey
There are 44.2 % Persons says that Google is the most popular sources of information.
There are 28.2 % Persons says that Youtube is the most popular sources of information.
There are 21.2 % Persons says that Facebook is the most popular sources of information.

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The above data is of my Survey
There are 36.5 % persons Says purchase on Internet For Cashback.
There are 36.5 % persons Says purchase on Internet For Discount.
There are 25 % persons Says purchase on Internet For Sale.

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The above data is of my survey
There are 34.6% persons are says that they buy online for once a month
There are 26.9% persons are says that they buy online for once a year
There are 25 % persons are says that they buy online for once very two weeks
There are 9.6 % persons are says that they buy online for once a week

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The Above Data Is Of My Survey.
There are 57.7% persons are shop on Amazon.
There are 19.2% persons are shop on Filpkart.
There are 19.2% persons areshop on Snapdeal.
There are 1.9% persons areshop on Ebay.
There are 1.9% persons are shop on oneplus.

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The Above Data Is Of My Survey.
There are 34.6% persons says quality is most important criterion to buy in traditional shop.
There are 21.2% persons says Price is most important criterion to buy in traditional shop.
There are 21.2% persons says product presentation is most important criterion to buy in traditional shop.
There are 11.5% persons says payment facilityis most important criterion to buy in traditional shop.
There are 7.7% persons salesman advice is most important criterion to buy in traditional shop.

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The Above Data Is Of My Survey.
There are 42.3% persons says quality or price is important when you buy online
There are 23.1 % persons says payment security important when you buy online
There are 21.2% persons says cashback is important when you buy online
There are 9.6 % persons says possibility to get back in touch with the selleris important when you buy online

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The Above Data Is Of My Survey
There Are 38.5% Persons Says From 1km To 2km.
There Are 32.7% Persons Says From Less Than a 1km.
There Are 23.1% Persons Says From 2km To 3km.

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The Above Data Is Of My Survey.
There are 53.8% Persons Says Traditional Marketing is Consuming time.
There are 40.4% Persons Says Digital Marketing is Consuming time
There are 3.8% Persons Says Both Of Them is Consuming time

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The Above Data Is Of My Survey
There are 44.2 % Persons Says That Combination Both Of Them.
There are 28.8% Persons Says That A Digital Website.
There are 26.9% Says That A Traditional Shop.

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 CHAPTER 5
CONCLUSION

TRADITIONAL MARKETING

Byanalyzingdifferentaspectsoftheory,comparisonandinterviewanswers,cametoa
conclusion.UsingtheadvantagesofbothElectronicmarketingandtraditionalmarketing
accordingtothegoalsoftheconsumers,isconsideredtobethemosteffectivewayof
marketing.Comparingthetwoapproaches,Internetseemedtobeacomplementarytool
totraditionalmarketingasgenerationsevolveandtechnologydevelops,theadvancement
inthefieldofmarketingandadvertisementshasbeenimmense.Nolongerarebusinesses
boundbythelimitationsoftraditionalmarketingtechniques.Theoldhasbeenheavily
replacedbythenew.Oneofthenewestandmosteffectivestrategieshasbeenofonline
marketing,whichisthetopicthatthiswholee-bookwascenteredon.Onlinemarketing
utilizestheinternetanditswealthofresourcesforpromotional,profile-raisingpurposes.
Aftercoveringsometypesofonlinemarketing,whichincludedemailmarketingandsocial
mediamarketing,wereviewedsomeofthecommontrendsandshiftsthatresultedfrom
thisadvancement.Themainpointthatwashighlightedwashowuniquemoderninternet
advertisingis,ascomparedtoitstraditionalcounterparts.Internetmarketingisallabout
beingavailablewheneverandwherevercustomersmayneedyou,ratherthanjustpopping
uponceinawhileforattention.Therearemanysidestodifferentwaysofmarketing,the
advantagesanddisadvantagesthattheycanhave.Therecanalsobedifferentgoalsto
achieveanddifferenttypesoftargetgroupstoreach,whichcanaffectontherightchoice
ofmarketingtools.Eventhoughitcanseemconfusingbutitappearsasallaspectsinthe
marketingprocessdependsoneachotherandaffectthedecisionsmadeaboutmarketing
approachesused.Thereisnometertomeasuretheefficiencyofeitherwayofmarketingto give a100%

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 DIGITAL MARKETING

Digital media is the best platform to convert a product to a brand. Because it is more cost effective and it provide
lot of touch points to marketer. Brands can able to engage their target group in an effective way through digital
platforms. Digital media is not only for engagement, brands can increase their customers or they can retain their
existing customers. Digital platforms help to increase the impact of brand recall in target groups.
The research focused on the consumer buying behaviour shows that, Indian consumers 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
consumers to understand their product or to get a really feel of that brand.
I conclude my research by quoting again that “Brands can’t sustain without digital presence”

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 BIBLIOGRAPHY

http://shodhganga.inflibnet.ac.in/handle/10603/21639/browse?type=title
https://www.google.com/search?q=google+search&rlz
https://www.quora.com/What-is-traditional-marketing
https://www.encyclopedia.com/finance/finance-and-accounting-magazines/e-marketing
https://wittysparks.com/8-major-limitations-of-internet-marketing
https://bizfluent.com/info-7743048-disadvantages-traditional-marketing.html
https://acodez.in/traditional-marketing-vs-digital-marketing/
https://www.google.com/search?q=comparison+of+traditional+and+electronic+marketing&rl
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http://seriouslysimplemarketing.com/traditional-vs-online-marketing/
https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/

Book Name

1. Fundamentals of digital marketing

Author-Puneet Singh Bhatia
Published by Pearson India Education Service Pvt.Ltd

2. Marketing4.0: Moving from Traditional to Digital

Author-Philip Kotler
Publisher-John Wiley&Sons,Ins.,Hoboken,New Jersey
Published simultaneously.

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63