Beruflich Dokumente
Kultur Dokumente
STUDY ON
Digital Marketing
With special reference to
ValueProp Corporate Solutions
For the partial fulfilment of degree of
MASTER OF BUSINESS ADMINISTRATION
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DECLARATION
I, here by declare that this project report entitled a study on digital marketing at ValueProp
Corporate Solutions is bonafide record of Research Work done by me during 2010 for the partial
fulfilment of requirement of award of Master of Business Administration of JNTUH under the
guidance of
I also declare that the project work is either fully or partially have not previously formed the basis for the
award of any degree, diploma, fellowship or other similar title of any society or University.
DECLARATION
ValueProp Corporate
company guide Value Prop Corporate Solutions , I further declare that this is my original work as
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INDEX
CHAPTER-1:
1.1.Company profile
1.2.Introduction to Digital marketing.
1.3 Objective of study
1.4.Scope of study
CHAPTER_2:
2.1.Advantages of Digital marketing
2.2.History of Digital marketing
2.3.Overview of Digital marketing
2.4.Strategies in Digital marketing
CHAPTER 3:
3.1. Bussiness strategies in Digital marketing
3.2. Digital marketing tools and benfits
3.3.Digital marketing trends for the year 2010
WEB ANALYTICS
5.1. Key definitions
5.2.Source of confusion in Web analytics
5.3.Web analytics methods
5.1.6.Five steps to online karketing success
E-mail MARKETING
5.2.1.Comarission to the traditional marketing
5.2.2.Opt-in e-mail advertising
5.2.3.Legal requirements
MOBILE ADVERTISING
8.1.Overview
8.2.Types of Mobile ads
8.3.Handset display and corresponding ad images
8.4.Mobile as media
8.5.Mobile device issues
CHAPTER-5
10.1.Conclusion
10.2.Suggitions
CHAPTER 6:
11.1 Methodology
11.2 Data Collection
11.3 sources of data
11.4 Area of Sampling
Bibliography :
Services
Placement Services
Commodities Trading
Digital Marketing
Proprietary Web Portals
Web Site Designing
Domain/ Domain Hosting
Customized SMS Solutions
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.
Contents
1 Marketing
1.1 Push strategy
1.2 Pull strategy
2 Supply chains
3 Push Pull Music Marking Future
4 See also
Marketing:
1.1 Push strategy
Another meaning of the push strategy in marketing can be found in the communication
between seller and buyer. In dependence of the used medium, the communication can
be either interactive or non-interactive. For example, if the seller makes his promotion
by television or radio, it's not possible for the buyer to interact with. On the other hand,
if the communication is made by phone or internet, the buyer has possibilities to
interact with the seller. In the first case information is just "pushed" toward the buyer,
while in the second case it is possible for the buyer to demand the needed information
according to his requirements.
Applied to that portion of the supply chain where demand uncertainty is relatively
small
Based on past orders received from retailers warehouse (may lead to Bullwhip effect)
Applied to that portion of the supply chain where demand uncertainty is high
Point of sale (POS) data comes in handy when shared with supply chain partners
Difficult to implement
Supply chains
With a push-based supply chain, products are pushed through the channel, from the
production side up to the retailer. The manufacturer sets production at a level in
accord with historical ordering patterns from retailers. It takes longer for a pushbased supply chain to respond to changes in demand, which can result in
demand.
A supply chain is almost always a combination of both push and pull, where the
interface between the push-based stages and the pull-based stages is known as the
pushpull boundary.[5] An example of this would be Dell's build to order supply
chain. Inventory levels of individual components are determined by forecasting
general demand, but final assembly is in response to a specific customer request. The
push-pull boundary would then be at the beginning of the assembly line.
Chapter 2
Digital media marketing strategies are far more cost-effective than the traditional
marketing media tools.
Digital media marketing has transformed the marketing industry. Online marketing
includes use of mobile phone and internet technology provides a cheap medium to
establish direct contact with the customers.
Digital media marketing tools are more accessible. Therefore, the rate of response is
far higher in comparison to the traditional media.
Focused digital media marketing campaigns most likely attract the prospects that
later convert into leads.
DMX512
Market
Overview
and
Analysis-Aarkstore
Company
Announced
our
This Executive White Paper will focus on the competitive environment with the
major Search Engines are always evolving, and organizations involved in SEO do
have to be able to adapt their strategies quickly and effectively to keep getting results
The history of Digital Marketing is to a large extent a product of the history of the
Internet in general and Search Engines in particular, as marketers have adapted to
keep abreast of changes and keep up with the way the major Search Engines rank
usage has now fallen off, with barely 100 Gopher servers now indexed.
1994 - Launch of Yahoo, which was formerly known as "Jerry's Guide to the World
Wide Web" after one of its founders, Jerry Yang. Within its first year, Yahoo received
over 1 million hits. Lycos also launched in 1994. The same year saw the first meeting
of the World Wide Web Consortium (W3C) which is now the main international
standards body for the Internet, and which sets many of the architecture and coding
standards that Search Engines use when assigning a quality score to a website. It was
also about this time that companies first began optimizing their websites to attain
1996 - More new Search Engines and search tools launched, including HotBot,
rising importance of syndicated content in Digital Marketing. 2006 also saw one of
the biggest upsets in SEO history, when Google banned BMW Germany and
Pull digital marketing the customer seeks information about products and/or services by
visiting the companys sources f information searching for the specific product or service
information.
They are basically requesting to view this specific content. These are typically located
in websites, blogs, streaming audio and video sources. Customers have found related
information on other websites or been directed to the companys sources by a referring
website to find the information.
Push disadvantages requires Can Spam Act 2003 compliance, most customers must
opt-in, can be blocked, simply opt-out, and requires delivery technology
Chapter 3
Business strategies:
Tools or Channels:
1) Social Networks (Facebook, Twitter, Myspace, Delicious)
When you social network, you can prescreen potential customers. You learn what
your prospects like and what they dont. That personal relationship you gain when
you connect with your potential customer is more valuable than what you would get
Yahoo :
Twitter :
msn:
hi 5:
Ning :
1 | facebook
2 - eBizMBA Rank | 250,000,000 - Estimated Unique Monthly Visitors | 2 - Compete Rank | 2 -
2 | MySpace
16 - eBizMBA Rank | 122,000,000 - Estimated Unique Monthly Visitors | 16 - Compete Rank |
16 - Quantcast Rank | 17 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
3 | twitter
27 - eBizMBA Rank | 80,500,000 - Estimated Unique Monthly Visitors | 39 - Compete Rank | 31
- Quantcast Rank | 11 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
4 | LinkedIn
47 - eBizMBA Rank | 50,000,000 - Estimated Unique Monthly Visitors | 61 - Compete Rank | 50
- Quantcast Rank | 29 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
5 | Ning
143 - eBizMBA Rank | 42,000,000 - Estimated Unique Monthly Visitors | 180 - Compete Rank |
120 - Quant cast Rank | 128 - Alexa Rank.
Most Popular Social Networking Websites | Updated 7/01/2010 | eBizMBA
6 | Tagged
225 - eBizMBA Rank | 30,000,000 - Estimated Unique Monthly Visitors | 382 - Compete Rank |
151 - Quantcast Rank | 141 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
7 | classmates
228 - eBizMBA Rank | 29,000,000 - Estimated Unique Monthly Visitors | 487 - Compete Rank |
*425* - Quantcast Rank | 969 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
8 | hi5
479 - eBizMBA Rank | 27,000,000 - Estimated Unique Monthly Visitors | 983 - Compete Rank |
392 - Quantcast Rank | 62 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
9 | my yearbook
617 - eBizMBA Rank | 12,000,000 - Estimated Unique Monthly Visitors | 522 - Compete Rank |
293 - Quantcast Rank | 1,036 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
10 | Meet up
635 - eBizMBA Rank | 8,000,000 - Estimated Unique Monthly Visitors | 644 - Compete Rank |
732 - Quantcast Rank | 528 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
11 | bebo
655 - eBizMBA Rank | 7,000,000 - Estimated Unique Monthly Visitors | 944 - Compete Rank |
434 - Quantcast Rank | 588 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
12 | mylife
865 - eBizMBA Rank | 6,000,000 - Estimated Unique Monthly Visitors | 118 - Compete Rank |
13 | friendster
955 - eBizMBA Rank | 5,000,000 - Estimated Unique Monthly Visitors | 1,920 - Compete Rank |
643 - Quantcast Rank | 301 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
14 | myHeritage
1,097 - eBizMBA Rank | 4,800,000 - Estimated Unique Monthly Visitors | 707 - Compete Rank |
595 - Quantcast Rank | 1,989 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
15 | Multiply
1,136 - eBizMBA Rank | 4,600,000 - Estimated Unique Monthly Visitors | 2,446 - Compete
Rank | 677 - Quantcast Rank | 285 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
16 | orkut
1,303 - eBizMBA Rank | 4,500,000 - Estimated Unique Monthly Visitors | 2,219 - Compete
Rank | *1,630* - Quantcast Rank | 59 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
17 | badoo
1,329 - eBizMBA Rank | 4,400,000 - Estimated Unique Monthly Visitors | 3,187 - Compete
Rank | *650* - Quantcast Rank | 152 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
18 | gaiaonline
1,334 - eBizMBA Rank | 4,350,000 - Estimated Unique Monthly Visitors | 1,781 - Compete
Rank | 733 - Quantcast Rank | 1,489 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
19 | BlackPlanet
1,952 - eBizMBA Rank | 4,000,000 - Estimated Unique Monthly Visitors | 1,322 - Compete
Rank | *1,721* - Quantcast Rank | 2,814 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
20 | SkyRock
2866 eBizMBA Rank | 3,000,000 - Estimated Unique Monthly Visitors |7,380 - Compete Rank
| *980* - Quantcast Rank | 237 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
2) Article Marketing
Article Marketing has become one of the most essential tools of online Marketing.
Article marketing is a type of advertising in which businesses write short articles
related to their respective industry.
With the rise of internet marketing, article marketing has subsequently moved up on
the ladder and made a move to the online world as well.
As in traditional forms of media, online article marketing has served the dual role of
providing publishers with what amounts to free content, and advertisers with
similarly free advertising.
3) Blog
Blogging evolved to be as the most important tool of digital Marketing over the
Internet which gives a target Audience.
A blog or weblog is an online diary of events arranged in reverse chronological
order. The author of a blog is known as a blogger and writing or maintaining a blog
is referred to as blogging.
An individual entry or article is called a post and is available in the form of a blog
page for the public to read.
A blog may have a commentary box for readers to leave comments or opinions.
These comments act as stimulus for further conversations.
4) RSS
your other marketing initiatives, develop winning strategies to drive targeted users to
your site and in the process increase overall traffic and sales.
The internet provides an opportunity for your customers and potential customers to
talk freely about your business, your services, your brands and your products through
the proliferation of blogs, forums, chat rooms, community , groups , discussion, and
news sites.
These tools are specifically used to Monitor a brand and its maintain its reputation on
the internet.
Online Brand Monitoring has really become a key ingredient in
Online Marketing Strategies.
6) SEO
Search Engine Optimization (SEO) is the process of increasing the traffic of visitors
to the website from search engines via organic means using different algorithms via
various strategies to appear on the front pages of theses search engines which are
Pay per click (PPC) is an Internet advertising model used on websites for
Advertisement, in which advertisers pay their host only when their ad is clicked.
With search engines like Google and Yahoo, advertisers typically bid on keyword
system.
Pay Per Click has become the most popular Advertisement Model for website
owners to get target traffic or clicks to their website and pay accordingly per click. A
wide range of PPC strategies are used on the Internet to get maximum result through
PPC Campaign.
9) E-mail
With the high use of internet worldwide, e-mail marketing has become the easiest
Worldwide.
Email Marketing is the most cheapest and efficient way to promote products &
Services.
10) Wiki
Wikipedia has become the source for knowledge on anything from scientific facts to
There are ways to promote your business on Wikipedia. In Wiki Marketing You cant
be as straightforward as you are in your landing page or banner ad, but there is a way
to tap into the marketing potential of this unparalleled source of information.
11) Website
A website is the best place to put the Information about a business and could be
easily available all the time when a user can access internet. Website has become the
virtual office of a business over the internet and has become must to have if you want
When Internet Marketing Started and was in infancy, Banner marketing evolved like
Instant Messengers are very popular on computers, now with the advancement of
cellular technology it has become possible to connect to MSN, Yahoo!, ICQ and
Short Message Service became available in 1996 for the first time for commercial use.
Since then it has become a very useful tool to Promote Products & Services worldwide.
The use of SMS will continue to grow as companies turn the service into a critical
business function.
One of the most important features of SMS/Text messaging is the ability to
immediately reach a customer anywhere and its low cost offer the ability to reach
customers (external and
As 2010 fast approaches, digital marketers are gearing up for yet another r of
changes that will incorporate both the transformational and the incremental.
From the economy's influence on the burgeoning "do-it-yourself" culture to an
increasing reliance on collective wisdom, information-based art, and remote
computing, digital experts have put together the following list of top digital
marketing trends they believe will play out in the year ahead.
1. Facebook Replaces Personal Email: As Facebook becomes increasingly used as a
verb (e.g."I Facebooked you today") in ways that Hotmail and gmail never were, it will
be interesting to see the extent to which it will displace personal email as a
communication tool. Its already completely permission based, there is no spam (yet),
and no address book required - your friends are already there.
2. The Cloud Helps Open-Source Software Make Proper Money: Open-source
software projects that were typically the purview of programmers and technophiles are
now available to the masses.
In one example, Beanstalk, a fully hosted, version-controlled code repository that
uses the Subversion open-source project has created a subscription based service that
- for a small fee - removes the hassle of setting up Subversions and maintaining
servers.
Services like this can really only be financially viable with cloud computing
infrastructure - so companies such as Beanstalk don't have the huge upfront capital
outlay for servers.
With the right skills any open-source project can be commercialized this way.
3. Mobile Commerce - The Promise That Has Never Delivered, Yet: Though mobile
phones have, for a while now, delivered real benefits to global societies by facilitating
the transfer of money, only recently has mobile device use extended to payment for
goods and services. The game changer has - and will continue to be - the iPhone/iTunes
platform. In-app purchases on the iPhone can tempt users to buy small items, upgrades,
updates, etc, while iTunes holds their precious credit card information. All, of course, is
done in seamless fashion, enough to promote impulse purchases. It would seem like an
easy task for this to be extended to other platforms with PayPal or Google Checkout, but
so far it has not been done.
4. Fewer Registrations - One Sign-in Fits All: As consumers grow increasingly
frustrated and resentful about registering yet again on another website, juggling different
IDs and remembering a dizzying array of passwords, information-managing services
such as Facebook Connect and OpenID will becoming even more useful and will
continue to be adopted at great speed through 2010.
5. Disruption vs. Continuity - Alternatives to the "Big Idea": As the significance of
social networks continues to grow, businesses are investing more in community building
as a marketing driver. According to the recent Tribalization of Business study released
by Deloitte, 94% of businesses will continue or increase their investment in online
communities and social media and, for the majority of these companies, their marketing
function will drive this investment. At the same time, as evidenced by Google's recent
release of "free floating" social tools, such as Google Waves and Sidewiki, there is an
increasing shift toward online identity and social activity being an integrated part of the
network as a whole, rather than concentrated within discrete platforms such as
Facebook.
With the increasing emphasis on marketing and advertising through social networks
and the increasing pervasiveness of social tools, marketing objectives come into
conflict with advertising techniques.
Much has been said about the power and potential of collective intelligence, and many
of the breakthrough solutions of tomorrow appear to lie in more effectively pooling the
resources and intelligence of our increasingly networked world. On the other side of
the equation, the power of pooled intelligence and networked resources has empowered
Internet marketing:
Internet marketing, also referred to as i-marketing, web-marketing, onlinemarketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of
Internet marketing ties together creative and technical aspects of the Internet,
including: design, development, advertising, and sales.
Internet marketing also refers to the placement of media along many different stages
e-commerce this is where goods are sold directly to consumers (B2C) or businesses
(B2B)
local internet marketing - this is the process of a locally based company traditionally
selling belly to belly and utilizing the Internet to find and nurture relationships, later to
take those relationships offline.
black hat marketing - this is a form of internet marketing which employs deceptive,
abusive, or less than truthful methods to drive web traffic to a website or affiliate
marketing offer. This method sometimes includes spam, cloaking within search engine
result pages, or routing users to pages they didn't initially request.
There are many other business models based on the specific needs of each person or
the business that launches an Internet marketing campaign.
Internet marketing is relatively inexpensive when compared to the ratio of cost against
The advertisers can use a variety of methods: pay per impression, pay per click, pay per
play, or pay per action. Therefore, marketers can determine which messages or
offerings are more appealing to the audience.
The results of campaigns can be measured and tracked immediately because online
marketing initiatives usually require users to click on an advertisement, visit a website,
and perform a targeted action.
Because exposure, response, and overall efficiency of Internet media are easier to track
than traditional off-line mediathrough the use of web analytics for instanceInternet
Limitations
Internet marketing requires customers to use newer technologies rather than traditional
media.
Low-speed Internet connections are another barrier. If companies build large or overlycomplicated websites, individuals connected to the Internet via dial-up connections or
mobile devices experience significant delays in content delivery.
From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try on"
tangible goods before making an online purchase can be limiting. However, there is an
industry standard for e-commerce vendors to reassure customers by having liberal
Effects :
The number of banks offering the ability to perform banking tasks over the internet has
also increased.
Online banking appeals to customers because it is often faster and considered more
specialized items.
Buyers and sellers often look at prices on the website before going to flea markets; the
price shown on eBay often becomes the item's selling price. It is increasingly common
for flea market vendors to place a targeted advertisement on the Internet for each item
they are selling online, all while running their business out of their homes.
Web analytics:
Web analytics is the measurement, collection, analysis and reporting of internet data
advertising campaign.
Web analytics provides data on the number of visitors, page views etc to gauge the
Off-site web analytics refers to web measurement and analysis regardless of whether you
own or maintain a website.
It includes the measurement of a website's potential audience (opportunity), share of
voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its
drivers and conversions; for example, which landing pages encourage people to make a
purchase.
On-site web analytics measures the performance of your website in a commercial
context. This data is typically compared against key performance indicators for
performance, and used to improve a web site or marketing campaign's audience
response.
Historically, web analytics has referred to on-site visitor measurement. However in
recent years this has blurred, mainly because vendors are producing tools that span
both categories.
The remainder of this article concerns on-site web analytics.
Contents
There are no globally agreed definitions within web analytics as the industry bodies have been
trying to agree definitions that are useful and definitive for some time.
Hit - A request for a file from the web server. Available only in log analysis. The number of hits
received by a website is frequently cited to assert its popularity, but this number is extremely
misleading and dramatically over-estimates popularity. A single web-page typically consists of
multiple (often dozens) of discrete files, each of which is counted as a hit as the page is
downloaded
Page view - A request for a file whose type is defined as a page in log analysis. An
occurrence of the script being run in page tagging. In log analysis, a single page view
may generate multiple hits as all the resources required to view the page (images, .js
and .css files) are also requested from the web server.
Visit / Session - A visit is defined as a series of page requests from the same uniquely
identified client with a time of no more than 30 minutes between each page request.
A session is defined as a series of page requests from the same uniquely identified
client with a time of no more than 30 minutes and no requests for pages from other
domains intervening between page requests.
In other words, a session ends when someone goes to another site, or 30 minutes elapse
between pageviews, whichever comes first.
If someone leaves a site, then returns within 30 minutes, this will count as one visit but
two sessions.
In practise, most systems ignore sessions and many analysts use both terms for visits.
Because time between pageviews is critical to the definition of visits and sessions, a
single one pageview event does not constitute a visit or a session (it is a "bounce").
First Visit / First Session - A visit from a visitor who has not made any previous visits.
Visitor / Unique Visitor / Unique User - The uniquely identified client generating
requests on the web server (log analysis) or viewing pages (page tagging) within a
defined time period (i.e. day, week or month). A Unique Visitor counts once within the
timescale.. Identification is made to the visitor's computer, not the person, usually via
cookie and/or IP+User Agent. Thus the same person visiting from two different
computers will count as two Unique Visitors.
Repeat Visitor - A visitor that has made at least one previous visit. The period between
the last and current visit is called visitor recency and is measured in days.
New Visitor - A visitor that has not made any previous visits. This definition creates a
certain amount of confusion (see common confusions below), and is sometimes
substituted with analysis of first visits.
Singletons - The number of visits where only a single page is viewed. While not a
useful metric in and of itself the number of singletons is indicative of various forms of
Click fraud as well as being used to calculate bounce rate and in some cases to identify
automatons bots).
Bounce Rate - The percentage of visits where the visitor enters and exits at the same
page without visiting any other pages on the site in between.
Visibility time - The time a single page (or a blog, Ad Banner...) is viewed.
Session Duration - Average amount of time that visitors spend on the site each time
they visit. This metric can be complicated by the fact that analytics programs can not
measure the length of the final page view[8].
Page View Duration / Time on Page - Average amount of time that visitors spend on
each page of the site. As with Session Duration, this metric is complicated by the fact
that analytics programs can not measure the length of the final page view unless they
record a page close event, such as onUnload().
Active Time / Engagement Time - Average amount of time that visitors spend actually
interacting with content on a web page, based on mouse moves, clicks, hovers and
scrolls. Unlike Session Duration and Page View Duration / Time on Page, this metric
can accurately measure the length of engagement in the final page view.
Page Depth / Page Views per Session - Page Depth is the average number of page
views a visitor consumes before ending their session. It is calculated by dividing total
number of page views by total number of sessions and is also called Page Views per
Session or PV/Session.
Frequency Session per Unique - Frequency measures how often visitors come to a
website. It is calculated by dividing the total number of sessions (or visits) by the total
number of unique visitors. Sometimes it is used to measure the loyalty of your
audience.
Click path - the sequence of hyperlinks one or more website visitors follows on a
given site.
Click - "refers to a single instance of a user following a hyperlink from one page in a
site to another". A growing community of web site editors use click analytics to analyze
their web sites.
Site Overlay is a techniques in which graphical statistics are shown besides each link on the
web
Five Steps to Online Marketing Success:
Using competitive intelligence strategies and tools will be key to launching successful email
marketing campaigns in 2010, according to a new white paper from Compete.
In the white paper "Five Simple Steps to Online Marketing Success," Compete recommends
that marketers take the five following steps to integrate competitive marketing into their
Frequently used metrics include unique visitors, page views, time on site, average
overall.
Through optimization and testing of paid search campaigns, SEO keyword research,
and content creation, marketers can maximize conversions and increase search ROI.
Identify what websites are sending competitors traffic and get in on the action.
Competition for web traffic will continue to grow as more everyday activities move
online.
Just like there are a few keywords that drive most of the traffic to a site (the head) and
thousands of other keywords that drive a little (the long tail), traffic to websites works
Local web analytics tools will let marketers identify which websites are sending
traffic to their sites. Based on page views, bounce rates, and conversion rates, they
can easily identify which websites deliver the most benefit. Thinking of a website as
a bucket, using various marketing tactics, marketers can scoop up site visitors that
may be interested in their products or services.
Then by creating conversion funnels, they can attempt to lead users to perform a
specific action.
5. Stay on Top:
Marketers should monitor, set benchmarks, and realize how their site enhancements
E-mail marketing is a form of direct marketing which uses electronic mail as a means
of communicating commercial or fundraising messages to an audience.
In its broadest sense, every e-mail sent to a potential or current customer could be
considered e-mail marketing. However, the term is usually used to refer to:
sending e-mails with the purpose of enhancing the relationship of a merchant with its
current or previous customers and to encourage customer loyalty and repeat business,
sending e-mails with the purpose of acquiring new customers or convincing current
customers to purchase something immediately,
sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g.,
network e-mail and FIDO).
Researchers estimate that United States firms alone spent US$400 million on e-mail
marketing in 2006.
SEM:
Usage of the term "search engine marketing" has been inconsistent. The trade
association Search Engine Marketing Professional Organization (SEMPO) includes
search engine optimization (SEO), and SEO is also included in the industry definitions
of SEM by Forrester Research, eMarketer, Search Engine Watch, and industry expert
Danny Sullivan.. However, the New York Times restricts the definition to 'the practice
of buying paid search listings'.
Contents
1 Market structure
2 History
3 Ethical questions
Market structure
marketing.
History
As the number of sites on the Web increased in the mid-to-late 90s, search engines
click programs offered by Open Textin 1996 and then Goto.com in 1998.
Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo!
in 2003, and now offers paid search opportunities for advertisers through Yahoo!
Search Marketing.
Google also began to offer advertisements on search results pages in 2000 through
the Google AdWords program. By 2007, pay-per-click programs proved to be
Ethical questions
Paid search advertising has not been without controversy, and the issue of how search
engines present advertising on their search result pages has been the target of a series
Vested interests appear to use the expression SEM to mean exclusively Pay per click
advertising to the extent that the wider advertising and marketing community have
accepted this narrow definition. Such usage excludes the wider search marketing
community that is engaged in other forms of SEM such as Search Engine Optimization
mid-1990s, as the first search engines were cataloging the early Web.
Initially, all a webmaster needed to do was submit the address of a page, or URL, to the
various engines which would send a "spider" to "crawl" that page, extract links to other
pages from it, and return information found on the page to be indexed.
The process involves a search engine spider downloading a page and storing it on the
search engine's own server, where a second program, known as an indexer, extracts
various information about the page, such as the words it contains and where these are
located, as well as any weight for specific words, and all links the page contains, which
June 15,
In 2008, Bruce Clay said that "ranking is dead" because of personalized search. It
Methods:
Preventing crawling
White hat versus black hat
As a marketing strategy
International markets
Legal precedents:
Increasing prominence
Mobile advertising:
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile
devices. It is a subset of mobile marketing
Overview:
Some see mobile advertising as closely related to online or internet advertising, though its
reach is far greater - currently, most mobile advertising is targeted at mobile phones, that
came estimably to a global total of 4.6 billion as of 2009.
Notably computers, including desktops and laptops, are currently estimated at 1.1 billion
globally.
It is probable that advertisers and media industry will increasingly take account of a bigger
and fast-growing mobile market, though it remains at around 1% of global advertising
spent.
Mobile media is evolving rapidly and while mobile phone will continue to be the mainstay,
it is not clear whether mobile phones based on cellular backhaul or smartphones based on
WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of
this form of advertising, that there is now a dedicated global awards ceremony organised
alone.
According to the research firm Berg Insight the global mobile advertising market that was
estimated to 1 billion in 2008. Furthermore, Berg Insight forecasts the global mobile
advertising market to grow at a compound annual growth rate of 43 percent to 8.7 billion
in 2014
Types of mobile ads
In some markets, this type of advertising is most commonly seen as a Mobile Web Banner
(top of page) or Mobile Web Poster (bottom of page banner), while in others, it is
dominated by SMS advertising (which has been estimated at over 90% of mobile
marketing revenue worldwide).
Other forms include MMS advertising, advertising within mobile games and mobile
videos, during mobile TV receipt, full-screen interstices, which appear while a requested
item of mobile content or mobile web page is loading up, and audio advertisements that
can take the form of a jingle before a voicemail recording, The Mobile Marketing
Association has published mobile advertising guidelines, but it is difficult to keep such
guidelines current in such a fast-developing area.
There are hundreds of handsets in the market and they differ by screen size and
supported technologies (e.g. MMS, WAP 2.0). For color images, typically PNG, JPG,
GIF and BMP, with WBMP being the most basic communication.
Following gives an overview of various handset screen sizes and a recommended
image size for each type
a
n
Approx
H)
Handset
Example Handsets
Ad Size
(pixels)
e
t
X
t
320 x 320
300
50
e
L
e
L
a
r
240 x 320
a
r
g
e
M
e
M
176 x 208
Motorola
RAZR,
Motorola ROKR E1
LG
VX-8000,
168
28
m
S
m
S
128 x 160
Motorola V195
ll
36
216
120
20
ll
Mobile as media
This unobtrusive two-way communications caught the attention of media industry and
advertisers as well as cellphone makers and telecom operators. Eventually, SMS
became a new media - called the seventh mass media channel by several media and
mobile experts - and even more, it is a two-way mobile media, as opposed to one-way
immediately.
Additionally, the possibility of fast delivery of the messages and the ubiquity of the
technology (it does not require any additional functionality from the mobile phone, all
devices available today are capable of receiving SMS), make it ideal for time- and
location-sensitive advertising, such as customer loyalty offers (ex. shopping centres,
large brand stores), SMS promotions of events, etc.
To leverage this strength of SMS advertising, timely and reliable delivery of messages
media sector.
Despite this, revenues are still a small fraction of the advertising industry as a whole.
Informa reported that mobile advertising in 2007 was worth $2.2 billion.
This is less than 0.5% of the approximately $450 billion global advertising industry.
Handheld [portable]
The battery life and safety issues will perhaps combine to eventually push mobile
Short Message Service is a universally available service that has become a key part of
SMS History:
When the Short Message Service emerged worldwide as an accidental success in 1999,
few believed that it would turn into the easiest, quickest and most cost-effective form
METHODOLOGY:
DATA COLLECTION:
The task of data collection begins after a research problem has been defined and
SOURCES OF DATA
a) Primary Data.
b) Secondary Data.
PRIMARY DATA:
The observation method is the most commonly used method especially in studies relating to
behavioral sciences.
Questionnaire method is also very widely used in order to give a structure to the entire study.
SECONDARY DATA:
The secondary data regarding the company which was list of schools,institutions,colleges,retail
outlets,shoppingmalls,hotels and etc..
These all the categories of the methodology under above the processs
AREA OF RESEARCH
Kukatpally ,
Kukatpally housing board
Vivekananadha nagar colony,
Ameerpeta,
Maitrivanam
TYPES OF RESPONDENTS :
Schools ,
Educational consultants,
Colleges,
Shopingmalls,
Retail outlets,
Clinics ,
Social organizations,
Coaching centres..
Analysis:
Survey analysis:
The survey was conducted in surroundings ameerpeta ,kukatpally, Hyderabad
1) Do you know the website?
2) Do you use only email or do you also host website?
3) Do you require any website? Yes/no
A) , b),c)
14.do you want only email or do you also need to host a website?
A )email b)both
15) 11.who is the primary audience for the website?
A)teenages
b)female
c)single people
Both-15%
B) www.yourwebsite.org
C) www.yourwebsite.net
A) 76%
B) 15%
C) 9%
7) Do you like a (A) journal,(B) culture , (C) style type of web design?
A)30%
B) 20%
C) 50%
A) Copy changes-35%
B) Media changes-65%
No -20%
12) Do you want to place advertisement in social networking websites or individual websites?
Chapter 5
Conclusions :
The first research analysed the effectiveness of SMS advertising, in terms of attitude
towards
the advertisement, attitude towards the brand and purchase intention. On the basis of
the research results we could conclude that the variable location and time influences
the attitude
towards the ad. In addition, the advertisings appeal seemed to play an important role:
emotional appeal leads to a more positive attitude towards the ad, whereas a rational
appeal
leads to a more positive attitude towards the brand and to higher purchase intentions.
Theresearch results also showed that, in the case of SMS advertising, it is better to
advertise lowinvolvement products.
Finally, giving incentives appeared to be effective in terms of purchaseintentions.
Based on these results, we can confirm that SMS advertising is effective. In
addition, we also studied the effectiveness of advertising through newspapers, also in
terms of attitude towards the advertisement, attitude towards the brand and purchase
intention.
Nevertheless, the factors (location and time, interactivity, advertising appeal,
productinvolvement and incentive) did not appear to be success factors for this form of
advertising.
Finally, both types of advertising (SMS advertising and advertising through
newspapers) were compared.
SMS advertising appeared to be more interactive than advertising through newspapers
and this interactivity had a positive impact on the attitude towards theadvertisement,
the attitude towards the brand and the consumers purchase intention.
However, as indicated previously, we ought to deal with some caution with these
results,because our additional research showed that incentives are necessary to increase
consumers.
willingness to accept commercial messages on their mobile phone.
Suggestions :
In INDIA the Digital marketing is a new and emerging concept in the present scenario of
global competitive world.
The small scale industries are the best beneficiary of this concept, but they dont have the
awareness about the digital marketing usage.
So that the Digital marketing agencies should give the awareness to them in order utilize
the best way to advertising, to promote sales and as well as to build their brand
Objective of the study:
To undertake a study in order to guage the future of digital marketing
Bibliography :
Internet
www.digitalbuzzblog.com
www.digitalmarketing.com
www.scribd.com
www.marketingtom.com
www.googlebooks.com
Books :
Digital Marketing Jerry Wind,&VijayMahajan
Digital media-Dave Chaffey
Direct Digital Marketing-Drayton Bird
Research :
Magazines
News papers
Etc