STUDY ONCUSTOMER PERCEPTION TOWARDS

DIGITAL MARKETING

A Project Submitted to

University of Mumbai for partial completion

of the degree ofMaster in commerce

Under the faculty of commerce

BY
Sikander Arjun Sharma

Under the Guidance of

Sushila Shukla

Priti Academy Jr & Degree college

Kalyan – Murbad Road, Opposite – Regency Antilia, Behind
Central Bank, Mharal, Maharashtra 421103

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 CERTIFICATE

This is to certify that SIKANDER ARJUN SHARMA of Master of

commerce ( semester IV) (2021-2022) has successfully completed
the project on “STUDY ON CUSTOMER PERCEPTION
TOWARDS DIGITAL MARKETING”.

PROJECT SUPERVISOR:

COURSE CO-ORDINATOR:

INTERNAL EXAMINER:

EXTERNAL EXAMINER:

PRINCI
PAL

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DECLARATION

I, SIKANDER ARJUN SHARMA student of MASTER OF

COMMERCE (semester IV) (2021-22) hereby declare that I have
completed the project on “STUDY ON CUSTOMER
PERCEPTION TOWARDS DIGITAL MARKETING”. I further
declare that the information imparted is true and fair to the best of
my knowledge.

SIGNATURE

SIKANDER SHARMA

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 ACKNOWLEDGEMENT

I hereby express my heartiest thanks to all sources who have

contributed to the making of this project. I oblige thanks to all who
supported, provided their valuable guidance and helped for the
accomplishment of this project.

I am thankful to Mumbai University for giving me such a

challenging task to explore the urbanization which includes not only
thinking and analysing various facts and updates about real work.

I also extent my hearty thanks to all my family, friends and all

the well-wisher.

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 CONTENTS

S.No Title Page No

1. Executive summary 5
2. Introduction 6-10
3. Research Methodology 11
4. Company profile 12-16
5. Industry Analysis 17-21
6. Literature review 22-25
7. Digital marketing 26-27
8. Digital marketing channels 27-57
9. AIDMA and AISAS in digital Era 58-60
10 Digital marketing impact on revenue generation 61
Digital agencies 61-63
Digital agencies fee structures 63-64
11. Research problems 65
12. Findings 66-82
13. Learnings 83
14. conclusion 84

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 EXECUTIVE SUMMARY

Project title:-
“
A study on digital marketing and its impact on revenue generation with reference to ODigMa .”

Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cell phones, tablets and game consoles to engage with stakeholders. Digital
marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and
social networks.
ODgiMa consultancy solutions Pvt.Ltd has emerged as one of the best online media companies in the
Indian marketplace. The company offers a plethora of services in all online media platforms. The
offerings include marketing and consulting on Facebook, Twitter, LinkedIn, slideshare, YouTube, and
Google. Though the company was started only two years ago, it is way ahead of most of competitors
through its relentless pursuit of perfection and enormous amount of creativity which they put in their
work. The firm worked with multiple brands on social media and currently have 4 out of Top 30
brands in Facebook India.
The project was in the marketing department of ODigMa. The project was “A study on digital
marketing and its impact on revenue generation with reference to ODigMa”. This report will help to
get an idea about digital marketing and how the digital marketing has impact on revenue generation
for digital marketing companies and with reference to ODigMa. Through this study we will see how
online media companies emerging how they are generating revenue and how they are growing
economically and revenue generation models of online media companies particularly reference to
OdigMa.
Main findings of this internship are given here. Indian customers are highly information seekers. They
collect more information about a product before buying it. Internet penetration in India is key player
for this phenomenon. Most of Indians are getting stimulus through advertisements, but they are not
reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands
are getting more touch point to reach their target group in this digital era. More details about findings
are given this report.

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 1. INTRODUCTION
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a
period of two months. Given a choice one was allowed to choose the field in which he/she was
interested. As my interest and curiosity was in online or digital marketing I choose to work with a
start-up company named ODigMa, I choose the start-up company because with start I can explore
myself and why digital marketing? Because it is booming industry, the growth of digital marketing is
tremendous and expected to grow more. Due to this summer internship, I learnt every aspect of
digital marketing include (business development process, content writing, social media) Marketing
practices have dramatically shifted with the rise of social media and proliferation of devices,
platforms, and applications. Your prospective and current customers are trying to communicate with
you, and you can listen and respond faster, and with more personalization than ever before. This
shifting environment presents new opportunities and challenges for marketers. With digital marketing,
it's easy to fall behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify areas of
improvement. Useful for individuals from small- to medium-sized businesses who want to use new
media as a vehicle for growth.Organizations are leveraging digital marketing methods for successful
marketing strategy implementation inbound marketing through publishing content online in the form
of portals, podcasts, e-journals, online campaigns, social media marketing, search services; and
outbound marketing including email marketing, RSS (Really Simple Syndication) feeds and others. A
recent survey of 3300 business executives from various industries indicates that on an average, 34%
of a company’s leads come from inbound marketing verses 22% through1 outbound marketing .

1.1 Digital Marketing:-

Digital marketing can be defined as the process of promoting of brands using digital distribution
channels comprising internet, mobile and other interactive channels. The basic advantage in this
form of advertising lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull)

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the content via web searches. Web site/blogs and streaming media (audio and video) are good
examples of this. In each of these examples, users have a specific link (URL) to view the content.
Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as
the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each of these
examples, the marketer has to send (push) the messages to the users (subscribers) in order for the
message to be received.

1.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to final
implementation and testing – all are done using latest web designing techniques and skills. Our
services have the advantage of offering clarity in its design style, which is backed up with an easy
and free flowing content and latest technical know-how. Not only we provide affordable web site
design and ecommerce web development services but also search engine friendly designs. Our
Service Includes
 Website Design
 Website Redesign
 Shopping Cart Web Design
 Detailed and Advanced Page Layout
 Custom Logo Design
 Banner Ads
 Custom Graphics Design using advanced design tools.
1.2 Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage customers in a more
personalized way. Digital marketing trends that organizations are rapidly embracing include
1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart phone,
and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in last four
years. Therefore an increased user base accessing the internet via smartphones has prompted many
companies to optimize their online content for mobile devices.
1.2.2 Social media:
Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers by
supplying them with medical and campaign-related information.
1.2.3 Social-Local-Mobile marketing:

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The growing popularity of smart mobile devices, increasing location based social activities like
experience sharing, review reading via social media and the evolution of Global Positioning System
(GPS) are helping companies leverage Social-Local-Mobile marketing activities.
1.2.4 Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the delivery
of unique, personalized, and relevant messages through identified digital channels.Email is one of the
most preferred marketing channel to broadcast targeted organization messages and campaigns to
existing and prospective customers.

1.2.5 Advanced analytics:

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

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TITLE:
A Study on digital marketing and its impact on revenue generation, with
reference to Odigma

1.3 NEED OF THE STUDY:

Advertising is normally done by a third party known as advertising agency.An advertising agency is a
service based business dedicated to creating, planning, and handling advertising for its clients. An ad
agency is independent from the client and provides an outside point of view to the effort of selling the
client's products or services. An agency can also handle overall marketing and sales promotions for its
clients. Types of ad agencies are
 Full service agencies

 Creative agencies

 Specialized agencies

 In-house agencies

 Digital agencies or new media agencies

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

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

 Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often,

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 how long, as well as other statistics such as sales conversions.
The digital landscape is moving at a lightning fast pace. Every industry has been affected by the advances
in digital. Digital marketing is an essential part of this for companies who want to utilise the power of the
internet in order to boost business. The tremendous scope of Internet Marketing in India, we have to
understand that marketing through the internet can be an entirely different ball game. In fact it is a
potent combination of technology and marketing acumen.

Digital Marketing like traditional form of marketing is a highly result driven and set objective
practice. One can’t begin a digital marketing campaign without setting the campaign objectives. A
digital marketer understands the needs of the clients and visualizes their needs to deliver what
they want.

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

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

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

2) To understand marketing effectiveness.

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

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

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

1.3.2 Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to OdigMa

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

The research design and methodology is presented as follows

2.1 Data collection:

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

2.2 Sources of data

a)Primary Data.

b) Secondary Data.

2.2.1 Primary data:

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

2.2.2 Secondary data:

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

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 3. COMPANY PROFILE

Odigma, a digital marketing firm with a performance-based pricing strategy, is Gearing up to serve
clients in over 150 cities in India, in addition to setting up shop in Singapore and the Middle East by
the end of next fiscal.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user Contact
and Immediate Problem Resolution is our Strength.

VISION

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

WHAT THEY DO

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

Digital Marketing and Customer Acquisition

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

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

Understanding brand message and creating interactive videos to showcase your brand presence is our
speciality.

Creating custom mailer designs and execute them to drive your inbound marketing strategy.

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

Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to your
audience across multiple platforms. We ensure that whatever we deliver has the highest quality of
experience.

Creating integrated campaigns to create brand presence and recall in the mind of your audience.

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

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Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and purchase
products, leveraging technology in your favour to increase your revenues.

Our visualizers think out of the box every day, thus helping you to leverage on existing content
through innovative concepts to gain revenue.

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

Digital Media Distribution and Solutions:

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Brand campaigns using a mix of media and marketing. We partner with some of the largest music
labels globally.

Distribution of music, videos & other digital content across devices. Our platform and analytics power
some of the largest labels globally.

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

3.1 MAJOR CLIENTS OF THE COMPANY:

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

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and entertainment
(M&E) industry has grown by 11.8 per cent in 2013 while comparing with 2012 and touchedRs918
billion. It is expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about 38.7 per
cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction: Digital advertising
is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1 per cent. Gaming and
television are expected to register a CAGR of 16.2 per cent each, followed by growth rates of
animation and VFX (15.9 per cent), music (13.2 per cent), films (11.9 per cent) and OOH with 9.2 per
cent expected CAGR.

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According to the annual advertising expenditure report fromGroupM, The digital media advertising
revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) , up 30% from Rs
1,938.6 crore in 2012,. Digital contributed to 6.5% of the total media advertising expenditure in 2013,
up from 5.5% share in 2012.

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

It is estimated that the total internet user base will reach 494 Million by the end of 2018 as against 938
million TV viewers in the same year. This means that the internet user population will be
approximately 53 per cent of the total number of TV viewer in the country in 2018 compared to 27 per
cent in 2013. This shift towards the digital media is important for digital media strategists to consider,
in order balancing their marketing budgets between online media and traditional TV strategy.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market among various
ad types like search ads, display ads, mobile ads, social media ads, email ads and video ads. By seeing
this breakup we can understand marketer are giving importance to all venues to place ads.

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

4.1 Business Model of Industry:

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

4.1.1 About Process

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

Ad exchanges are technology platforms that facilitate the bids for buying and selling of online media
advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the
historical approach of negotiating price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to
manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding
for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can
manage their bidsfor

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

4.2 Porter’s Five Model Analysis of Digital Advertising Industry:

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

1) Threats of New Entry

 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge amount in
backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually look the past
experience of agency.
 Government regulations in the digital advertising are low. While comparing with M&E in-
dustry.
2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and affinity will charge
high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.

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  Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with perform-
ance of agencies.
 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.

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

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.

 High bargaining power of suppliers.
 Bargaining power of buyer is medium, but in coming year there is chance for increase. Due to
lot of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique cam-
paign for client.
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  Indian market is a potential market for digital advertising due to high internet and mobile pen-
etration.

5. LITERATURE REVIEW
1.Neelika Arora 32has published research article entitled “Trends in Online Advertising” in advertising
Express, Dec2013.
The global online advertising revenues are expected to touch US $10bn by 2015. In India, the
revenues at present are estimated to be Rs.80 cr. and are expected to increase six times more within
the next five years. In India, Internet as a medium is accepted by a wider industrial segment that
includes automobiles, telecom, education, banking, insurance, credit cards, FMCG (Fast Moving
Consumer Goods), apparel/clothing, durables, media, business services and tourism. Out of these, it is
estimated that the banking, FMCG and insurance sectors together account for 45% of the total
advertising spend. In comparison to this, automotive, travel and retail spend 37% of the total
advertising revenue and financial service companies spend 12% only. Some of the top spenders in
India are automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing
Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early adopters in
the field of finance and IT are also increasing their spending. Globally, the trend is that almost 60% of
the revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and
Overture. Approximately, 90% of the Goggle revenues come from advertising. In India, portals like
indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online
spender.

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

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

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

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

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

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

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

6. According to Garder‘s survey (2013), the top priority in digital marketing investment will be to
improve commerce experiences through social marketing, content creation and management and
mobile marketing. Key findings also revealed that a company’s marketing success relies mostly on
their website, social marketing, and digital advertising, which are all parts of digital marketing. In
addition, savings made by using digital marketing can be reinvested elsewhere. Normally, companies
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spend 10 percent of their revenue on marketing and 2.4 percent on digital marketing, which will
increase to 9 percent in the future.

7.J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is “Impact of
E-commerce on marketing”. Marketing is one of the business function most dramatically affected by
emerging information technologies. Internet is providing companies new channels of communication
and interaction. It can create closer yet more cost effective relationships with customers in sales,
marketing and customer support. Companies can useweb to provide ongoing information, service and
support. It also creates positive interaction with customers that can serve as the foundation for long
term relationships and encourage repeat purchases.

8.Economic times published article on “Indian companies using digital marketing for competitive
advantage” in Oct 2014.
According to this article a growing number of marketers in India are leveraging digital marketing to
increase their competitive advantage, a research by Adobe and CMO Council has revealed. According
to the study, India leads in the confidence in digital marketing as a driver of competitive advantage.
Ninety-six per cent of the Indian marketers have high confidence in the ability of digital marketing to
drive competitive advantage. It is among the highest in Asia-Pacific APAC with only Australia
leading with 97 per cent, the research said. However, while Indian marketers believe that the key
driver to adopting digital is a growing internet population (70 per cent in India against 59 per cent in
APAC), their belief that customer preference and digital dependence drive the adoption of digital, and
that digital can engage the audience, is lower than the APAC averages, it added.

The 2014 Adobe APAC Digital Marketing Performance Dashboard was compiled through
quantitative surveys with over 800 marketers across the region.

Marketers from Australia, Korea, China, India, Hong Kong, Singapore and other countries were
covered. "However, while India is an emerging leader in Digital Marketing, it has dipped in its own
performance this year as compared to the previous year. It is important to note that India scored much
higher than the APAC average last year," it said.

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

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departments that have a customer interface are realising the importance of digital marketing in
augmenting their effort.

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

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

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

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

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

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

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

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

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

6. DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective
name for marketing activity carried out online, as opposed to traditional marketing through print
media, live promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that
is the Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness.
Compared to traditional methods of advertising, Digital Marketing offers rather realistic costs
(particularly important for small- and medium-size businesses and start-ups), accurate targeting and
excellent reporting.

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6.1 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.

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

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to hire someone to manage your social media and respond to people who leave comments or ask
questions. Social media gets people talking and that has a major impact on sales. Pull marketing also
requires a greater investment in time, but it gives you more ability to entertain your customers and
educate them about your company. But don't get confused by seeing Email in push and pull, there is a
difference. If marketer is sending emails with customized content or banners to specific group of
customers is push digital marketing. If marketer is sending emails with the same content or banner to
all customers is pull digital marketing.

6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

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

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

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 SEO OR
ORGANIC

1.1 Directory submission

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

Types of Directories:–There are basically three types of Directories Submissions

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

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

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

Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and tools are used
to submit directories it will save time and with the help of automated huge amount of submission
done in short time.
2. Manually Directory Submission: – It is done by manually and it will take lots of time to do
directory submissions.

Process of Directories Submissions

1. Open a Directory Site

2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured Lifetime
Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10. Choose Category related to your Site
11. Then Click on Submit Link
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Then Confirmation Message will Display for your Submission and you will received a confirmation
mail you must confirm it by clicking that link some sties send confirmation mail some doesn’t send it.

1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see because
they find it interesting, valuable or cool. In a way, social bookmarks are just like the bookmarks you
already have on your private computer. The difference between the two is that social bookmarks are
saved to the web where they can be easily shared while private bookmarks are saved to your own
browser. The idea behind social bookmarking is simple: post links on popular social bookmarking
websites to increase your own traffic and gain an ongoing stream of new readers and customers.

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Content that are openly shared with other Internet users literally have unlimited growth potential. For
example, one link can quickly multiply and reach thousands of desktops across the world if one user
passes it on to others, and those users in turn do the same, and so on. Online marketing has gravitated
away from true-and-tried ad and affiliate marketing toward the rapidly growing world of global social
networking. Social bookmarking is a great traffic-boosting search engine optimization (SEO) strategy
because it’s easy, effective and trendy.

2. SEM (Search Engine Marketing):

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

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 SEM/PAID ADS

SEM/PAID ADS

There are four categories of methods and metrics used to optimize websites through search engine
marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in the search
engines, finding the most relevant and popular keywords for the site and its products, and using those
keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword
analysis and research is the search perception impact. Search perception impact describes the
identified impact of a brand's search results on consumer perception, including title and Meta tags, site
indexing, and keyword focus. As online searching is often the first step for potential
consumers/customers, the search perception impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search engines, can
be analyzed through the number of pages of the site that are indexed on search engines (saturation)
and how many backlinks the site has (popularity). It requires pages to contain keywords people are
looking for and ensure that they rank high enough in searchengine rankings. Most search engines
include some formof link

Popularity in their ranking algorithms. The following are major tools measuring various aspects of
saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market leap’s Link
Popularity and Search Engine Saturation.

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

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

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to
websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It
is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target market.
Content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display"
advertisements, also known as "banner" ads, are shown on web sites or search engine results with
related content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever people may
be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to
affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-
for-performance model: If an affiliate does not generate sales, it represents no cost to the merchant.
Variations include banner exchange, pay-per-click, and revenue sharing programs.

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

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

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Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an
advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases,
the advertiser must consider the potential value of a click from a given source. This value is based on
the type of individual the advertiser is expecting to receive as a visitor to his or her website, and what
the advertiser can gain from that visit, usually revenue, both in the short term as well as in the long
term. As with other forms of advertising targeting is key, and factors that often play into PPC
campaigns include the target's interest (often defined by a search term they have entered into a search
engine, or the content of a page that they are browsing), intent (e.g., to purchase or not), location (for
geo targeting), and the day and time that they are browsing.

2.1.1 Flat-rate PPC

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

2.1.2 Bid-Based PPC:

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

3. SMM (Social Media Marketing):

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

3.1 Engagement

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

3.2 Facebook Marketing

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

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

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

Share pictures and videos from your business

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

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

If you do decide to use tagging, be careful. It can be aprivacy issue, and some Facebook users are
sensitive about being tagged in photographs. For this reason, it is better to ask participants to do
the tagging, rather than doing it on their behalf. Talk to existing and potential customers
You can use Facebook to 'talk' to existing and potential customers by posting and receiving messages.
But don't use Facebook to aggressively promote your products or services. You'll have much greater
success if you share information related to your business that is actually useful or interesting to other
users. This increases your credibility and promotes your business by building long-term relationships
with other users. For example, a veterinarian could post tips for looking after pets, timing them
according to when particular health issues arise (e.g. ticks in summer).

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You should also listen as much as you talk. Paying attention to what the market thinks about your
business, your industry, a product or a marketing campaign can provide valuable insights.
Provide customer support
Customers can post after-sales questions on your Facebook wall, and your staff can answer them
there. This is often more efficient than staff answering phone calls, and allows other customers to read
common questions and answers without having to approach you individually.
Raise brand awareness and promote positive word-of-mouth
You can increase your business's profile on Facebook by encouraging existing and potential
customers to click the 'Like' button on your Facebook page. Once they like your page, your customers
will receive your updates on their wall, where their friends will also see them. This helps to build
awareness of your business, and to associate your friends with your brand. Customers can also post
positive messages about your products or services, shared on their walls for all their friends to see.
Facebook can steer traffic to your website
You can include a link to your website on your Facebook page. Indeed, many businesses report that
the greatest benefit of Facebook is the extra traffic that it steers to their site. Visitors who come to the
website can be exposed to stronger marketing messages and, often, the option of buying goods and
services. Customers who come to your website from Facebook are likely to be more receptive than the
average visitor, because they already know something about your business and were motivated to
click the website link.
Targeted advertising
Facebook can analyse all the information that millions of users enter into their profiles. As the
owner of a business page, you can pay to use this information to deliver targeted advertising to a
specific group. For example, an outdoor store could use Facebook to calculate how many men
over a certain age in a certain city have listed 'fishing' as an interest. Then they could develop an
ad for new fishing lures, and pay for it to appear only on the pages of those people. (Ads appear
on the right-hand side pages in Facebook.)

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

Cons:

Loss of Control
Facebook was designed as an interactive online forum that encourages members to share information
via photos, video clips, links and written posts. While account owners ultimately have control of what
remains on their public profile, there is little control over who posts information or what those posts
contain. It is relatively easy for a competitor, angry customer or disgruntled employee to post
accusatory comments that are inflammatory, derogatory or otherwise slanderous to your business on
your Facebook wall. Even well-meaning posters may use language or photos that are not in line with
the image you want to maintain for your business. Maintaining vigilant control over the content that
appears on your Facebook page takes the time and effort of approved content monitors, which can be
costly and timeconsuming for small business owners.
Cost of Maintenance
Content pages must continually be updated with new information that readers will find useful,
beneficial or interesting for Facebook marketing to be effective. This requires development of a
detailed innovative social media marketing strategy a costly investment for small advertising budgets.
Facebook marketing strategies include video product demonstrations, interactive forums and online
contests, all of which must be created, uploaded, monitored and maintained by a business owner, staff
member or social media advertising agency.
Competition
Marketing platforms executed via Facebook are open to easy duplication by competitors. Rival
business owners can easily pose as “friends” or “fans” to gain access to your content. Photos, artwork
and other images posted to your site are easily accessed and reused by visitors and can show up in
other places you may not approve of.
Professionalism
Social media platforms like Facebook were created to facilitate the casual sharing of information that
may not mesh with the professional reputation you want to establish for your business. For example,
Facebook marketing of a nightclub needs to be vastly different from Facebook marketing of a doctor’s
office or law practice. Care must be taken to develop and maintain a Facebook presence that reflects
your corporate philosophy, or it could place your company at a disadvantage.

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

Thumb rules:

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

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3.3 Twitter marketing (A game of 140 characters)
Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time.
Whether you’re looking to drive sales, increase brand awareness or launch a product. Twitter
marketing is not much popular than face book but still it has an impact on audience

The very first thing in twitter marketing you need to understand and learn the twitter terminologies
well.
1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations
around a specific topic. Clicking on a hashtag takes you to search results for that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your followers
to see the message. So instead of a reply, use a mention. Include the @username of whomever you
want to mention in your Tweet, and it will appear in the Mentions section (in the Connect tab). All
@username mentions are clickable and link back to the mentioned individual’s profile.
3.REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and
will show up in your home timeline and the timeline of the person to whom you are responding. The
reply will also be visible in the home timelines of people who follow both you and the person to
whom you sent the reply. Meaning, someone not in the conversation has to follow both of the people
replying to be able to read both sides of the conversation.
4. RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the original
message to all of your followers.
5. LINKS

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Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and it
will automatically be shortened to 19 characters. This makes it easier to fit long URLs into the 140
character limit.

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

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

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

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

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3.4 Linked In Marketing:

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

Pros

• The first, most obvious benefit from using LinkedIn comes from the algorithmic realm of
SEO (search engine optimization). It’s yet another avenue that search engines use to bring
businesses in search query results. It’s the perfect tool to give a business more exposure
while also allowing it to expose the most crucial parts of its business – the mission, the
background, the members of the team, etc. Increased SEO exposure leads to increased web
traffic which, in turn, leads to an increased conversion rate.

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

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

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

Cons:

• When looking at LinkedIn, it’s also important to be aware of and acknowledge its cons.
One of the major negatives is the way users use LinkedIn as an advertising megaphone via
SPAM so brace yourself for the slew of SPAM coming your way.

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

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

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 • In LinkedIn groups, there will be discussions going on every time. So, we have created a
LinkedIn group and started discussions on various topics on digital marketing. In the
beginning the results were very slow since LinkedIn is strictly a professional network and
the targeted people might not

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

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

3.5 Pinterest:
It is a visual discovery social network. It is a way of sharing images of anything, from fashion to pets
to pot plants. You can create your own online pinboards to suits any theme and share it with
likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are female
and aged between 25 and 44. So if you are targeting women pinterest is the right platform. Pinterest is
now one of the top 10 social networking sites tracked by Hit wise.

How brands can use pinterest

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

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

sketches for products.

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

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3.7 Google +:
Google has described Google+ as a "social layer" that enhances many of its online properties, and that
it is not simply a social networking website, but also an authorship tool that associates web-content
directly with its owner/author. It is the second-largest social networking site in the world after
Facebook. 540 million monthly active users are part of the Identity service site, by interacting socially
with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments.In October 2013,
Google counted 540 million active users who used at least one Google+ service, of which 300 million
users are active in "the stream".

Pros:
With most marketers comfortable with using Facebook for their primary social media marketing
tactics they quite often don’t see the other opportunities. Here are some compelling reasons to register
and start using a Google+ page to complement your Facebook page, your social media and digital
marketing activities.
Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They allow
you to create online meetings that are limited to 10 active users but it allows you to stream YouTube

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video to an unlimited number of viewers. Hangouts provide a way to engage with small groups of
customers that you may want to share important information and/or educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is from its
Google ad words and search advertising. It doesn’t need to force you to pay to be visible on Google+.
Facebook has increasingly applied its Edge rank technology that filters the updates that are seen by
people that have liked your brand’s “Facebook page”. Some research shows it at less than 15% and
shrinking. This is so they can force you to spend to advertise on Facebook to get attention. It has
become “pay to play” Google plus does not filter (censor) your updates to followers that are following
your page.
No ads
Point two leads to another advantage. There are no annoying advertisements on Google plus. No
distractions and no one wanting to sell you weight loss or dating services.

Social signals
Google wanted to enhance its search engine capabilities by having humans vote on what content they
liked. (That is the Google+ button). This is now built into Google’s search algorithms to ensure that
Google remains relevant on the web. This makes certain that your content is receiving votes (social
signals) when you are participating on Google+.
Search visibility
By participating on Google plus you are increasing the visibility of your brand. Ever searched for a brand or
business and noticed what comes to the top of the rankings? It is all the major social networks that appear on
the first page. Also what should be considered is the importance of securing your brand name on Google+,
which is an important part of building your online digital assets.

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It is the second largest social network
Google plus is no longer something to be ignored with over 600 million registered users and over 350
million active monthly users. Many of your customers are now on Google+. That on its own should be
enough to make you motivated to participate. You do need to establish a marketing beachhead on this
significant platform.
Local marketing
Google has removed “Google Places” and now has created a “Google+ Places Page”. This means that
customers who are on Google+ can leave reviews for your business there. This turns up on local
search results. Now that is something you shouldn’t ignore if local location marketing is vital for your
retail store or business.
Integration with other Google properties
Google built Google+ from day one to be integrated into its other web properties. They consider it as
being “core” to its entire online strategy so it is woven into Gmail, the Chrome browser, Picasa and
YouTube. This integration will lead to more effective marketing over time.

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

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

Pros:
Vast Audiences for your Video

The success of any business depend upon its visibility and youtube gives you that very much required
exposure with little or no effort at all. It is just the matter of selection of uploading your video under
right place, under right category. So it is very easy and more likely to reach masses when you use
youtube for your videos, and hence chances of clever video to grab viewers’ attention and go viral, is
quite high on youtube, when self-hosted videos(websites). Anybody can embed videos on their
websites, blogs etc. and if good, your video will also be approachable from outside of youtube. In case
you want your video to be viewed by selected number of people. You can do that by making it private.
Save Dollars with Free Video Hosting

If you are planning to host your videos on your own video hosting server or thinking about getting
licence from a video platform then you have to take in account, this extra burden of dollars on your
wallet. Though Google don’t promote commercial video sharing but has now made an amendment in
the terms and conditions for sharing original contents of brands. It is one time investment and you
would be happy to upload your content on YouTube as you are still saving the additional design and

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functional costs. Hence, if you compare the current cost for licences of video platform YouTube
brand channel is a smart bet.

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The ease to use it
Though we all get motivated enough to cross all hurdles and do hard work, when we decide to do
some serious businessbut why to choose a harder path when similar results can be achieved with an
easy and fair option. This is the reason why YouTube is a favourite option. All you need is to follow
some very basic and simple steps to upload your video(s). Create an account, sign-in, upload and
before you blink you are on YouTube. You can easily upload a video via a flip video camera or your
smartphone within minutes. In fact if user is interested in just watching a video no registration is
required. Yes! It is as simple as that.
Links and Web Traffic
Not only sales but web trafficfor the video (actually website) is also very important for any business
based on web. You don’t have to bring people to visit your video instead YouTube brings them for
you and if you are lucky enough and your content go viral(i.e. your content liked by (exponentially
increasing) high number of people) then if you are on YouTube other website will embed your video
to make themselves more optimized for searches. As mentioned earlier YouTube is owned by
Google who is Father of all search engines also uses its owned sites for searches so definitely your
network is quite strong, when you are on YouTube.
Large Bandwidth and sustainability
YouTube is a dedicated website from the well-established giant Google, and it has its own dedicated
servers to handle hell load of traffic (hundreds of thousands or millions of visitors over a short period
of time). Consider the case when your video goes viral and you start getting whooping number of hits,
then will arise the need of substantial amount of bandwidth to handle such a heavy traffic. So if you
are not using YouTube, you are in trouble, and unfortunately instead of being happy you would be in
a panic situation due to the potential low bandwidth of your website. Of course, it is wise to use
YouTube when the whole world is interested in your video(s).
Number, length, size of Videos
Today YouTube if the world’s dominant resource and repository for videos and luckily there is no
limit on the number of videos you can upload, which is not possible if you are using some other
licenced video platform. You may say 15 minutes which is the current allowed length of a video is
less for your content. Is it really? Anything effective can be presented even in lesser time but if you
think otherwise then all you need to do is to break your content in different videos logically and
upload them in parts instead of a single video. Is it not cool? For video, 2GB size is good amount and
it is the current size you can upload on YouTube. Basically a standard sized video will easily fit on
YouTube.
Feedback is Important

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If we don’t listen to others and analyse their suggestions or comments about our work, we can’t learn
and survive in this competitive environment. YouTube allows viewers to provide comments for the
videos and hence you are in direct touch with live audiences and potential customers. Importantly al
the comments are emailed to you and in case you want to delete any comment, you can do it easily.

Easy navigation and supported Formats

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

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

4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a wide range
of different formats and contains items such as texts, images, flash, video and audio. The main
purpose is to deliver general advertisements and brand messages to the plus 40 million people
connected to the Internet each month.

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

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

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

Standard size

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

 Banner 728 x 90
 Rectangle 336 x 280
 Skyscraper 160 x 600
 Square 250 x 250

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

6. MMT (Mobile Marketing):

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

6.1Ways of mobile marketing:

MMS
MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile
content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a
color screen are capable of sending and receiving standard MMS message. Brands are able to both
send (mobile terminated) and receive (mobile originated) rich content through MMS A2P
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(application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able
to sponsor messages that are sent P2P (person-to-person).

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns
at House of Blues venues, where the brand allows the consumer to send their mobile photos to the
LED board in real-time as well as blog their images online.

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

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

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased. Therefore,
mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. This
allows for direct engagement, payment, and targeted advertising.
There is a lot of competition in this field as well. However, just like other services, it is not easy
anymore to rule the mobile application market.

In game mobile marketing

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

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

Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an option.
The Mobile Marketing Association provides a set of guidelines and standards that give the

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recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and other
major mobile content providers have been selling advertising placement on their properties for years
already as of the time of this writing. Advertising networks focused on mobile properties, SMS
resellers and advertisers are also available. Additionally, web forms on web pages can be used to
integrate with mobile texting sources for reminders about meetings, seminars and other important
events that assume users are not always at their computers. In addition Mobile websites are another
aspect of mobile web marketing and can be a tool than can used to help make purchasing goods and
services easier as well as create better communication opportunities between trades.

QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their phone's
camera, instead of manually entering a URL. The resultant URLs typically include tracking features
which would be unwieldy if typed by the customer. Originally approved as an ISS standard in
1997, Denso-Wave first

Developed the standard for tracking automobile parts in Japan.QR codes have been growing in
popularity in Asia and Europe, but have been slow to be adopted in North America. Some high-profile
QR campaigns in the United States have included billboards by Calvin Klein in Times Square, QR
codes for every SKU in Home Depot and Best Buy stores, and a scavenger
hunt promoting Starbucks and Lady Gaga.Apple pass bookImplemented as a native app for iOS6, has
employed QR codes as one of the ways that the iPhone (or iPod Touch) users can take a real world
action. I.e. scan the Barcode on their Passbook Pass. In addition to QR codes, the Passbook
(application) also supports PDF417 and Aztec 2D Barcodes.

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

Proximity systems
Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines
the Short Message Service - Cell Broadcast. SMS-CB allows messages (such as advertising or public
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information) to be broadcast to all mobile users in a specified geographical area. In the Philippines,
GSM-based proximity broadcast systems are used by select Government Agencies for information
dissemination on Government-run community-based programs to take advantage of its reach and
popularity (Philippines has the world's highest traffic of SMS). It is also used for commercial service
known as Proxima SMS. Bluewater, a super-regional shopping Centre in the UK, has a GSM based
system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a
mobile phone to be tracked though the Centre which shops they go into and for how long. The system
enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text
message to those customers in their database who have opted-in, who happen to be walking in a mall.
That message could say "Save 50% in the next 5 minutes only when you purchase from our store."
Snacks company, Mondelez International, makers of Cadbury and Oreo products has committed to
exploring proximity-based messaging citing significant gains in point-of-purchase influence.

Location Based services

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

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

User controlled media

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

Due to the demands for more user controlled media, mobile messaging infrastructure providers have
responded by developing architectures that offer applications to operators with more freedom for the
users, as opposed to the network-controlled media. Along with these advances to user-
controlled Mobile Messaging 2.0, blog events throughout the world have been implemented in order

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to launch popularity in the latest advances in mobile technology. In June 2007, Air wide
Solutions became the official sponsor for the Mobile Messaging 2.0 blog that provides the opinions of
many through the discussion of mobility with freedom.GPS plays an important role in location-based
marketing.

7. EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people using email. In its
broadest sense, every email sent to a potential or current customer could be considered email
marketing. It usually involves using email to send ads, request business, or solicit sales or donations,
and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold
lists or a current customer database. Broadly, the term is usually used to refer to sending email
messages with the purpose of enhancing the relationship of a merchant with its current or previous
customers, to encourage customer loyalty and repeat business, acquiring new customers or convincing
current customers to purchase something immediately, and adding advertisements to email messages
sent by other companies to their customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To be
qualified as transactional or relationship messages, these communications' primary purpose must be
"to facilitate, complete, or confirm a commercial transactions that the recipient has previously agreed
to enter into with the Sender", along with a few other narrow definitions of transactional
messaging. Triggered transactional messages include dropped basket messages, password reset
emails, purchase or order confirmation emails, order status emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that
triggered it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters),
transactional emails are an opportunity to engage customers: to introduce or extend the email
relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-
sell products or services.

Many email newsletter software vendors offer transactional email support, which gives companies the
ability to include promotional messages within the body of transactional emails. There are also
software vendors that offer specialized transactional email marketing services, which include
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providing targeted and personalized transactional email messages and running specific marketing
campaigns (such as customer referral programs).

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate a
promotional message (for example, an announcement of a special offer or a catalog of products).
Companies usually collect a list of customer or prospect email addresses to send direct promotional
messages to, or they can also rent a list of email addresses from service companies, but safe mail
marketing is also used.

7. AIDMA AS AISAS IN DIGITAL ERA

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

According to this model, there are five key processes: Attention, in which the consumer first notices
the product or advertisement, followed by Interest, Desire, Memory, and Action. This model has been
used extensively in the advertising and marketing industries.

Attr Me
Inte De Act
acti mo
rest sire ion
on ry
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.

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

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today.
Organizations of all sizes use the medium to promote their products and services. So well, why do so
many organizations use the medium? Simply put, it is due to the numerous advantages that online
advertising offers. These are discussed in the paragraphs ahead.

Reach

The ability of the online medium to target a certain demographic of users is one of the greatest
advantages of digital advertising. In addition, the geographical reach of the online medium is far
greater than that of traditional media. It’s not only cost effective to achieve a wider geographic area
but the ads can also be targeted to the desired audience. For example, if an advertiser is keen on
selling his or her products targeted to a certain demographic of people, it is quite possible through
online advertising. Digital advertising has matured to the extent that web publishers, media agencies
and advertisers themselves know the optimal ways and websites for a certain category of products or
services.

Measurement

With various tools becoming available, tracking effectiveness of ad campaigns is becoming possible
today. In other words, measuring Return of Investment (ROI) is increasingly possible today.
Organizations that were previously reluctant to spend online, now realize that the online medium does
offer means to alleviate any such fears. Moreover, when properly designed online marketing
campaigns generate the desired results, advertisers are further encouraged to continue advertising
online.

Interactive and Engagement

The Internet is arguably the most interactive and engaging medium among various others. Interactive
campaigns have become a norm with the power of the online medium. One such advertisement worth
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mentioning is the campaign by AXE where the end user could alter the smile of a woman as he/she
liked to i.e. in an interactive framework. The advertisement struck an instant chord with the youth to
which AXE the brand is positioned for Customers are basically just a click away from the advertisers.
In other words, direct response between end users and advertisers is possible through the online
medium.

Time

Through the Internet, an advertiser can reach a desired target group or demographic in a much shorter
time frame. For example, if an advertiser needs to plan some sort of ambush marketing, the online
medium can be an effective means of achieving it. Even otherwise i.e. for regular marketing
campaigns, the total time necessary to complete an online advertising campaign is less than that of
traditional advertising methods.

Cost
When compared to traditional forms of advertising, digital advertising is cheaper. Various payment
models are available between the advertisers and publishers. Many a time, advertisers are charged
only when visitors click on their ads. The various payment models are discussed in detail in the next
section.

7.1 Monetary term in Digital Marketing

 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some specifically
defined action in response to an ad. “Action” include such thing as a sales, transaction, a
customer acquisition or a click.

 Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet advertising. The
thousand stands for ‘thousand advertising impression or views’.

 Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price each
time a user clicks on their advertisement. The cost for the click is often negotiated through
auction, with ad placement determined by the relative size of the bid, as well as other factors.

 Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for
specific keyword search term for a fee.

 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead.

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 8.RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.

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

Managerial Aspect of the problem:

 To define SWOT for the client.

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

Business Aspect of the problem:

 To find better business opportunity for ROW.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

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

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

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 Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

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

26. Do you Collect information before purchasing the products?

5%

Yes
No

95%

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

27. What type of information will you collect?

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 Customer's
21%
Experience

Quantity 11%

Attributes 10%

Quality 32%

Price 26%

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

28.Did you ever purchase from an online site?

19%

Yes
No
81%

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

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

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 Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

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

30. Do you watch television?

7%

YES
NO

93%

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

31. Do you watch television programs through online?

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 47% Yes
53% No

 Survey results showing that almost equal percentage of results.53% people watch TV
programs through online.

32. Do you read Newspapers?

7%

YES
NO

93%

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

33. Do you read the News through online?

26%

YES
No

74%

 93% people said YES to reading newspapers, 74% are reading newspapers through online
portals and only 26% people said NO to read newspaper through online.

34. Do you have mobile phone?

73
 1%

YES
NO

99%

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

35. Do you have a laptop or PC?

6%

YES
NO

94%

 This survey sample collected from students and working professional and 94% people said
they have laptop or PC.only 6% don’t have laptop or PC.

36. Do you have a tablet?

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 30%

YES
NO

70%

 Question asked to same students and working professionals and collected results that 70%
people have tablet only 30% people don’t have tablet.

37. Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO

96%

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

38. When do you use these gadgets?

With friends 33%

College 26%

Office 16%

Watching T.V 25%

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

39. What you do with these gadgets?

Chatting 21%

Watch Videos 14%

E- books 6%

Blogging 6%

News reading 11%

Shopping 12%

Surfing 16%

Games 14%

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

40. Do you ever notice advertisement?

3%

YES NO

97%

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

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11. LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc.
 Fulfilling each and every requirement of client is very important regardless of whether that re-
quirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of marketing management
curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have leaders
within an organization. Leaders will deal with the customer, project, etc. as a leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors quicker
than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more divert to
words it work.
 How to do a formal communication, the way how to communicate with each level of management
to get work done.
 Every day same task, but the situations are different
It’s not only from my experience, but also from my observation. All colleagues are doing the same
type of work, but the situation is different. Sometime they have problem with a client, but on the
next day they problems with vendors or with creative team. While coming to me, my first month
was more concentrated with pitch presentation. Industry or clients are different or requirements of
the client are different, but contents or the flow of pitch presentations are same.
 Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do some task. In
those situations I observed my colleagues to know how they are doing it and I understood the im-
portance of observation.
 Work life balancing
This is the most important learning for me. This internship thought me how to balance your per-
sonal responsibility and professional responsibility together and how to enjoy life even after get-
ting a job. Working in an agency is not an easy task, the person wants to face a lot of stress and
challenges. I am the only person in my office leaving early, while comparing with others. Because

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 my colleagues have lots of work, sometime they will leave by late night only. But they are really
enjoying all the moments in their life. They don’t have any difference between professional life
and personal life.

12. CONCLUSION
The successful completion of this internship indicates that the future of marketing is in the hands of
digital. Digital marketing is not only concerned with placing ads in portals, it consists of integrated
services and integrated channels. Marketers want to use these components in an effective way to reach
target groups and to build a brand. In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.

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

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

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

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

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