Project report

On
Internet Marketing

For the partial fulfillment
Of
Masters of management studies
Submitted by:-
Rahul Karandikar
Roll no- 09
Specialisation:- Marketing

Under the guidance of
Prof. Geetanjali Kapoor






Acknowledgement
My sincere thanks and gratitude to our college, Gahlot institute of management studies &
research, Director, Dr. Subhash Kulkarni and my project guide, Prof. Geetanjali Kapoor for
providing with the necessary support and the timely guidance required for the successful
completion of this project.
I further express my thanks to Mr. Abhishek Tripathi at Web Vriksha for giving me the
opportunity to carry out my projectin the respective department which has further enhanced
my knowledge of the subject both theoretically and practically.
Last but not the least, I would also like to thank my parents for their consistent help at all times.


















Declaration
I, Mr. Vikrant Khanapurkar, the undersigned, a student of, declare that this project report titled
Internet Marketing was submitted by me for the requirement of the course Masters of
management studies. This my original work and has not submitted as part of another degree or
diploma of another business school or university.
The findings and conclusions of this report are entirely based on my personal study and
experience.















Certification
This to certify that, a student of has successfully completed the summer internship project
entitled International Marketing in partial fulfillment of requirement for the completion of
masters of management studies as prescribed by the university of Mumbai.




Prof. Geetanjali Kapoor Director







External Examinar








Executive Summary
The new millennium has brought us on the brink of the I.T. Revolution. This revolution has
been aided by the advent of the Internet in a big way. Internet is fast changing the way
people used to do things. Naturally, the same would have an impact on the advertisers. The
Internet has been accepted as the most powerful media for advertising due to the absence
of geographical barriers. The advent of the Internet and its subsequent acceptance has once
again challenged the traditional forms of advertising. Advertisers are trying to use the 'net' to
advertise their products and hence 'net' their customers. Thus, with the Internet gaining
prominence, advertising equations are fast changing we would like to study the impact of
Internet on advertising from the customers as well as advertisers point of view.

There is no question that the growth of Internet advertising is outpacing offline advertising.
As more and more companies realize the real value in advertising their goods and services
online, they are diverting funds from other forms of offline advertising to compensate.
Consequently, the market share of Internet advertising is continually growing while the
market share of offline advertising mediums stagnates or declines.

At the current rate of growth, Internet advertising has already overtaken radio advertising in
spending and market share. While outdoor advertising is also experiencing growth, it is not
growing as rapidly as Internet advertising, and Internet advertising has already overtaken it.

The dominant forms of offline advertising, television, newspapers and magazines, still hold
the lion share of the market, but their market share is expected to decrease slowly over the
next few years. Some estimations predict Internet advertising will hold as much as 10% of
the global advertising market share.

The growth in Internet advertising is due to two different factors, more advertisers moving
Promotions online and the growing penetration of the Internet itself. Because the Internet is
still a relatively new medium when compared to other long established advertising mediums
like newspapers and television, advertisers have not yet realized the full potential for gain.

In 2012, if youre not on a social networking site, youre not on the Internet. Its as true for
advertisers as it is for consumers. Social networking is the ultimate manifestation of user
generated content, and as such, holds more potential for growth than any other form of
content on the Web today. User Generated Content (UGC) and Social Networks are
transforming the media ecosystem. Gone are the days when power rested in the hands of a
few content creators and media distributors. Gone are the days when marketers controlled
the communication and path between advertisement and consumer. Todays model is
collaborative, collective, customized and shared. Its a world in which the consumer is the
creator, consumer and distributor of content. Today there are over a billion content creators
and hundreds of millions of distributors. The proliferation of quality, affordable technology
during the past 5 years, one of the most profound social effects of the Internet has been the
democratization of media. Nowadays, anybody with a computer and an Internet connection
is ready to start broadcasting to the whole world, for free. Online tools such as the well
known Blogger make publishing on the Internet extremely easy and accessible to people
with hardly any technical knowledge.