Digital Marketing (SOFTCOPY)

DIGITAL MARKETING IN INDIA
RESEARCH REPORT
DIGITAL MARKETING
Submitted in partial fulfillment of the requirements for the award of BBA degree
Submitted By
Rishabh Singh
BBA
Batch : (2015 – 18)
Roll No. - 150241228
Under The Guidance Of
Prof. Neha Chawla
SCHOOL OF BUSINESS STUDIES
SHARDA UNIVERSITY, GREATER NOIDA
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DECLARATION
I hereby declare that I have carried out Research Project on the topic entitled “Digital
Marketing” in India.
The research project is written by Rishabh Singh, And was supervised and approved by
Prof. Neha Chawla, and also is submitted to the School of Business Studies, Sharda
University Plot no: 32, 34 Knowledge Park 3 Greater Noida.
Date:13/04/18 Rishabh Singh
Place:Greater Noida Roll No.-150241228
2
ACKNOWLEDGEMENT
It is not a single man’s effort which is sufficient for the accomplishment of a Research.
Various factors, situations and persons integrate to provide the background for
accomplishment of a task requires the effort of so many people and the work is not
different.
I would like to express my deep sense of gratitude towards the faculty and the seniors
around us, for their guidance and encouragement throughout the period of the project
study. I am indebted to their guidance, spirit and valuable suggestions.
I would like to thank everyone who has been a help directly or indirectly leading to the
successful completion of the study report.
Place: Greater Noida Signature of the Candidate
Date: 13/04/18 Rishabh Singh
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TABLE OF CONTENT
SR TABLE OF CONTENT PAGE NO

NO
DECLARATION 2
ACKNOWLEDGEMENT 3
01 EXECUTIVE SUMMARY 6
02 INTRODUCTION TO 7
MARKETING
A} LITERATURE REVIEW 8-9
B}OBJECTIVE OF 10
MARKETING MANAGEMENT
C} EVOLUTION ON 11-12
MARKETING
03 DIGITAL MARKETING 13
A} OBJECTIVES OF DIGITAL 14-15
MARKETING
B} ADVANTAGES AND 16-17
DISADVANTAGES OF
DIGITAL MARKETING
C} PULL DIGITAL 18- 21
MARKETING
D} PUSH DIGITAL 22-26
MARKETING
E} DIGITAL MARKETING 27-28
STRATEGY MIX
F} DIGITAL MARKETING MIX 29-30
G} UNDERSTANDING THE 31-35
INTERNET CUSTOMER
H}CRITICAL SUCCESS
FACTOR OF DIGITAL
MARKETING
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I} BENEFITS OF DIGITAL 36-37

MARKETING
04 DIGITAL ADVERTISING 38
A.} DIGITAL MARKETING VS 39
TRADITIONAL MARKETING
B}] OBJECTIVES 40-41
C} FEATURES OF DIGITAL
ADVERTISING
D}TYPES OF DIGITAL 42-46
ADVERTISING
05 CONSEQUENCE 47
06 MARKETING RESEARCH 48
07 SOCIAL MEDIA 49-51
MARKETING
08 DATA 52-61
ANALYSIS&RESEARCH
09 CONCLUSION 62-64
10 CASE STUDY:
A} DELL 65
B} I POD 66-67
11 BIBLOGRAPHY 68
12 ANNEXURE{BLANK 69-70
QUESTIONNAIRE}
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1.}EXECUTIVE SUMMARY
This project says about Digital Marketing in Indian scenario. The main purpose of this
project is to aware the people of the modern concept of digital marketing which is cost
effective and time saving concept.
Under this project I have described the concept of marketing, digital marketing and digital
advertising. I have described about the marketing mix, 7P’s of digital marketing, types of
digital advertising. I have given the example of dell and I pod Touch Company about how
they used the digital advertising to bring the awareness of the product.
The USP of this project is the case study about the companies namely; DELL and I POD
TOUCH, extended marketing mix, merits of digital marketing.
Under this project I have tried to study about the digital marketing in India and its effect,
the importance of digital marketing in the growing world or advanced world. Anybody
reading this project will surely get an insight of digital marketing concept and its growing
importance.
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02.} INTRODUCTION
MARKETING
Marketing Spelled Pronunciation mar kiting which means:
1. The act of buying or selling in a market.
2. The total of activities involved in the transfer of goods from the producer or seller to
the consumer or buyer, including advertising, shipping, storing, and selling. At the
beginning of the century, social life was mostly local. It was followed by a period in
which commodities were produced on a mass scale. Consumer Marketing operated on
mass marketing principles and business primarily concerned itself with how to build the
best sales force. At the end of the century, there is an emerging global culture. The major
driver of these changes is technology. Technological change has moved steadily back
focusing on the individual. These changes shape the possibility and conduct of business.
Marketing is especially tied to communication and transportation revolution. As the tools
and reach of marketing increase, the job and responsibilities of marketers have evolved
with them.
PHILIP KOTLER
Philip Kotler formalized this evolution with

his book "Marketing Management". His key
stages are production, sales and brand
management. Each of these is strongly
motivated by technological opportunities, which
permit new methods and new opportunities. A
fourth stage, a focus on the individual customer,
is also important. As the new technology of the
Internet develops, it reinforces the new
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marketing emphasis - which in many ways is a return to business at the turn of the
century.
In today’s technology driven world, a new fast paced digital economy is emerging.
Tomorrow there will be companies that will exist only inside computer networks. Most
business transactions will be made electronically, directly from the producer to the
consumer, bypassing the supply chain. In the digital marketing environment, the
consumer becomes an integral player in the development of the product. In fact, a
consumer might build the product himself from a wide array of parts provided by the
Company. It is e-commerce that is changing the way products and services are conceived,
manufactured, promoted, priced, distributed and sold. The reason being that it is much
cheaper; it allows vast coverage and helps in serving the customer better.
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A. LITERAURE REVIEW
The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not
know where and how to start doing digital marketing. In today’s time, social media
channels such as Face book, Twitter, Google and other social media firms have
successfully transformed the attitudes and perceptions of consumers and in the end helped
revolutionized many businesses. This was done through measurable vast network of
customers with trustworthy data with real-time feedback of customer experiences. It is
much more convenient for businesses to conduct surveys online with a purpose to get
relevant information from targeted groups and analyzing the results based on their
responses. Potential customers can look for reviews and recommendations to make
informed decisions about buying a product or using the service. On the other hand,
businesses can use the exercise to take action on relevant feedback from customers in
meeting their needs more accurately. Digital marketing is the use of technologies to help
marketing activities in order to improve customer knowledge by matching their needs
(Chaffey, 2013). Marketing has been around for a long time. Business owners felt the
need to spread the word about their products or services through newspapers and word of
mouth. Digital marketing on the other end is becoming popular because it utilizes mass
media devices like television, radio and the Internet. The most common digital marketing
tool used today is Search Engine Optimization (SEO). Its role is to maximize the way
search engines like Google find your website. Digital marketing concept originated from
the Internet and search engines ranking of websites. The first search engine was started in
1991 with a network protocol called Gopher for query and search. After the launch of
Yahoo in 1994 companies started to maximize their ranking on the website (Smyth 2007).
When the Internet bubble burst in 2001, market was dominated by Google and Yahoo for
search optimization. Internet search traffic grew in 2006; the rise of search engine
optimization grew for major companies like Google (Smyth 2007). In 2007, the usage of
mobile devices increased the Internet usage on the move drastically and people all over
the world started connecting with each other more conveniently through social media. In
the developed world, companies have realized the importance of digital marketing. In
order for businesses to be successful they will have to merge online with traditional
methods for meeting the needs of customers more precisely (Parsons, Zinsser, Wait man
1996). Introduction of new technologies has creating new business oppose.
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B.} OBJECTIVES OF MARKETING MANAGEMENT
Some examples of marketing objectives which meet these criteria are
 TO Increase company sales by 25% by 2016

 TO Achieve a market share of 30% for Product C within 3 years of
launch
 TO Increase the percentage of customers who rate service as
"excellent" from 80% to 85% within 18 months
 It is important that marketing objectives and marketing plans support
the overall objectives of the business. Below is an example of how
business objectives translate into marketing objectives and activities:
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C.} EVOLUTION OF MARKETING
In a lot of ways, Marketing is as old as civilization itself. From Ancient Greece to our
modern days, culture has based its trading and selling upon communication in order to
move products faster than the man next to him. I've always seen it as a concept much like
Darwin's "survival of the fittest" - or what we will call in this case - "the act of
persuasion." Man is undeniably always trying to outshine others, and when it comes to
selling, the concept is not far from it.
Nevertheless, much of the philosophies we know today are rooted in techniques and
developments from the Industrial Revolution. Mass production coupled with
advancements in transportation and technology meant that businessmen needed a better
strategy when it came to the movement of goods. With nations applying laws against
monopoly, how exactly does one sell something when one's competitor is producing the
exact same thing? Ash, enter the marketer. This is when our profession is officially and
truly born.
Corporations became aware of the need of individuals that would study markets and
consumers - its behavior patterns and steps to be ahead of the game. What started out as a
resource that determined what an organization would produce, has transformed into a
science that coordinates why, when and how much of a good will be manufactured and
where it will be sold. Companies went from inward to outward thinking, and our
contribution has never been as clear as it is today.
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There have been major stages in the history of marketing, which are:
 The Trade Era: Production consisted in handmade goods that were limited and
generally traded through exploration.
 The Production Orientation Era: Enter the industrial age. Since goods were scarce,
businesses focused mainly in manufacturing. As long as someone was producing,
someone else would want to buy it. This orientation rose to popularity due to
shortages in the market, hence creating the foundation of Jean-batiste Say's
famous remark: "Supply creates its own demand."
 The Sales Orientation Era: After the Industrial Revolution, competition grew and
focus turned to selling. Marketing, branding and sales became an important pillar
as outputs surpassed demand, and companies competed for customers.
 The Marketing Orientation Era: From the second half of the 20th century onward,
the saturation of markets led companies to bestow upon marketers the opportunity
to perform on a more strategic level. Through a profound knowledge on the
customer, these professionals were involved in what the company would produce
its distribution channels and pricing strategy. Employees within an organization
were also motivated to acquire marketing knowledge, which set the grounds to
clients obtaining a general brand experience. But wait, there's more... According
to recent publications, two new eras have been added to the list:
 The Relationship Marketing Era: The focus of companies shifts towards building
customer loyalty and developing relationships with clients. Authors such as Don
Peppers, Martha Rogers and Philip Kotler” were instigators of the importance of
creating bonds, considering that "the cost of attracting a new customer is
estimated to be five times the cost of keeping a current customer happy." (kotler
1997)
 The Social/Marketing Era: Concentrates on social interaction and a real-time
connection with clients. Businesses are connected to current and potential
customers 24/7 and engagement is a critical success factor. Consider how much
marketing has changed in the last century and will continue to shift as channels of
communication, production levels and a society alter. As markets expand and new
marketing platforms emerge, the science and practice of this profession is being
transformed by the minute. What we consider today to be the fastest way to reach
our customers might be obsolete tomorrow. Therein lays the beauty of this
profession... change.
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2. DIGITAL MARKETING
Digital Marketing promoting products and services using digital distribution channels to
reach consumers in a manner relevant, personal and cost-effective. Digital marketing
includes many of the techniques and practices contained within the category of Internet
Marketing. More, it extends beyond this by including other channels with which to reach
people that do not require the use of the Internet. As a result of this non-reliance on the
Internet, the field of digital marketing includes a whole host of elements such as: mobile
phones, SMS and MMS, display and banner ads, digital outdoor. In our present days,
digital marketing covers more of traditional marketing areas such as Direct Marketing by
providing the same method of communicating with an audience but in a digital way. This
marketing method is more effective when a marketer combines multiple channels in the
message campaigns.
There are two different forms of digital marketing, each of which has its pros and cons,
the most important of them being shown in the next table
Pull digital marketing involves the user having to seek out and directly grab (or pull) the
content while push digital marketing involve both the marketer (creator of the message)
as well as the recipients (the user), the marketer having to send (push) the messages to the
users (subscribers) in order for the message to be received.
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A} OBJECTIVES OF DIGITAL MARKETING
1. TO Increase Sales
Increasing sales or leads is a top level digital marketing objective for many
businesses because it improves revenues and is easy to measure. Using key
performance indicators (KPI), you can then benchmark your progress towards
achieving your objective and you can track this in your spreadsheets. An
example of a SMART objective would be: “Increase sales by 10% from existing
customers by Dec 2015”
2. To Improve conversion rate
This is another digital marketing objective that can be tracked in Google Analytics.
By setting up goal tracking in Analytics, you will have reports on conversions for
your traffic sources, campaigns, keywords, landing pages, locations and so on. With
this data you can then track a conversion rate objective like: “Improve organic
traffic conversion rate by 25% by Nov 2015”
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3. Percentage of return visitors
The New vs. Returning visitors is a metric that is available in Analytics and it is easy
to track. Knowing how many visitors return is an important objective because it
helps you see how effective your business is at visitor and customer loyalty .This
helps you to create a specific and measurable objective that is relevant to your
specific industry and an example is: “15% of visitors should be returners by the end
of the year”
4. Organic traffic volumes
Organic traffic is natural traffic from the search engine result pages. It is considered
as free traffic and is distinct from paid traffic. Lots of businesses have the objective
to increase organic visitor traffic by achieving high search engine rankings through
implementing search engine optimization.
To achieve this requires making changes to your website that are effective at
improving rankings and one of the important ones is including keywords in the
5. To Reduce bounce rate
Bounce rate in analytics is defined as people who enter your site and leave (bounce)
rather than continue viewing other pages. This is an important measure of the
quality of your website, because almost all businesses want their visitors to complete
an action like purchase, contact or download on their websites .The lower the
bounce rate the better and many marketers say that a bounce rate below 50% is
good, however that differs from business to business.
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B} Advantages and Disadvantages of the digital marketing
Pull digital marketing Push digital marketing
Pros: • No restrictions in terms of • Can be personalized --

type of content or size as the messages received can be
user determine what they highly targeted and specific
want. to selected criteria – like a
special offer for females, 21
• No technology required to
years old or over and living
send the content, only to
in California.
store/display it.
• Detailed tracking and
• No regulations or opt-in
reporting – marketers can
process required.
see not only how many
people saw their message
but also specific
information about each user
such as their name as well
as demographic and
psychographic data.
• High Return on
Investment (ROI) possible –
if executed the right way,
push messaging can help
drive new revenue as well
as brand reinforcement.
Cons: • Considerable marketing • Compliance issue – each

effort required for users to push messaging technology
find the message/content. has its own set of
regulations, from minor
• Limited tracking
(RSS) to heavily controlled
capabilities – only total
(email and text messaging)
downloads, page views, etc.
• Requires mechanism to
• No personalization –
deliver content – the
content is received and
marketer has to use an
viewed the same across all
application to send the
audiences
message, from an email
marketing system to RSS
feeders.
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C}. PULL Digital Marketing

1.1. Blog marketing
This activity refers to the fact that certain people, who have gained enough experience or
researchers choose to make their study, ideas, thoughts, reactions and dilemmas public,
by writing either a weblog accessible to everybody or one with restricted access, set for
confidential issues.
Blogs are seen as an authentic, uncensored way of expressing our ego and get to their
final version, ready to be published, a frequent and chronological one, of personal
reflections and favorite web links. A much newer, integrative concept expresses the shift
from personal blogs, made for our ego and personal experiences to those blogs which are
used to the purpose of professional communication.
A blog is a web page with a frequent set of posts on a subject or a variety of subjects,
which, more often than not, contains links to other Internet sites. They are organized in a
reversed chronological order, the latest one coming first on the page.
The best blog audience is, in fact, the very makers of such diaries. Besides the fact that
they are interested in what the others write, pointing that thing out in their own blogs,
they also refer to those posts. The number of bloggers is steadily rising, since software
devices come to be more and more accessible. On-line blogs have witnessed an important
evolution lately, up to 72 million, according to a Technocratic study, the Internet search
engine specialized in blogs.
In March 2005 there were almost 8 million blogs, whereas in March 2007 their number
increased nine fold, up to 72 million on-line bloggers. Nowadays, 120,000 blogs are
designed daily, as compared to 25,000 in 2005.
As to the business field, one can benefit from using blogs so as to transmit information on
supply and demand. As a result, both clients and immediate feedback can be won. New
methods of efficient marketing include the making up of some “viral” companies, focused
on the customer’s needs, as well as challenging programs and competitions, which are
meant to help them disseminate further information. Specialists claim the management of
a company can learn a lot by reading blogs. Thus, they can have feedback information as
to what their customers and noncustomers think about the business they run.
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We honestly believe that blogging can help each core fragment of what makes up a
successful and viable company. The core needs for any business are as follows: decent
ideas; a great product; visibility; a well-trained team of people who work hard to make
the company succeed
You also need good marketing, great customer relations, an awesome sales force, decent
customer support, and a host of other factors. But if you have ideas, a product worth
selling, a solid team behind it, and potential customers, the rest will follow naturally.
* Creating Great Ideas
Every company has a lot of great ideas waiting to come to the surface. The problem with
bringing those ideas to the surface is threefold: giving ideas space to develop, helping
ideas get improved, and implementing the best ideas.
Often it takes only one person to come up with a great idea, but it may take 100 or more
people to support and implement that idea. If the idea loses support, the company will
need another great idea to keep going.
Great ideas can increase a business’s costs and people power, but they can also increase a
business’s revenue and marketing power. This is why large companies who live or die by
their great ideas employ researchers who spend their time seeking epiphanies.
The challenge for companies who invest in ideas is often that the best ideas don’t get to
the top, don’t get reviewed, or don’t even get considered. This idea barrier could be
killing your company. A truly open and internally viewable idea blog, or even individual
employee blogs that allow people to float new ideas for peer review, should allow the best
ideas to rise to the surface for selection and review.
* Creating Great Products
The next challenge is deciding which great ideas get turned into products. Smart
companies hire people who are able to turn a great idea into a great product. These
people, often called product specialists or product managers, know customers, know the
market, and know how to deliver new products on time and on budget.
However, to do their jobs well, product specialists need to talk directly to customers. This
is where focus groups, customer demo days, and other customer-listening techniques
come into play. Some companies even employ staff evangelists to work one-on-one with
individual customers to maintain a good relationship.
We all know cases in which even the most well-intentioned products underperformed.
Relying on a small sample of customers to reflect what the entire world desires is risky at
best and foolhardy at worst. If we can’t ask everyone in the world what they want, we are
unlikely to be able to deliver what everyone truly desires. With blogging, we can ask—if
not the entire world, then at least our entire blog readership, which are probably
connected to and/or reading other blogs all over the Net.
* Increasing Visibility
Marketing is all about visibility—making the right people aware of the right product at
the right time.
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We can say that marketing is about customers, and he’s right. The hard reality, though, is
that often marketing isn’t about individual customers. Often, it’s about creating a global
message to which individual customers will respond.
New methods of effective marketing include creating “viral” campaigns, customer-centric
events, and otherwise helping customers spread the word through incentive programs and
contests. Visibility is also sought through media reports, event sponsorship, and
interactive Web sites.
However, these visibility campaigns lack effectiveness on the one-to-one level.
Companies assume that millions of people will be contacted, but only a small percentage
of these people will respond.
This method of marketing has its upside, but it doesn’t do anything to create relationships
with customers, create positive experiences, or create customer evangelists.
* Having a Team
One of the best ways to build a great business is to create the team. Great teams will think
up great ideas, build visibility, and spot defects in products, which they will then correct.
They also can fix just about any problem, given the right resources, and is happy to take
on just about any challenge.
Unfortunately, great teams can be difficult to create and keep motivated. Anyone who’s
built successful teams knows that more often than not some particular “X Factor” will
make or break the team: often the ability to find common ground and common interests
can be a make-or-break issue.
The challenge for companies looking to enable these dynamic teams is in figuring out
how to enable employees to connect based on passion. Passion is an important part of any
successful team—without passion, a team will not only find itself quickly in a rut, but it
will likely find its members unable to gel, have fun, or help the company in a meaningful
way.
1.2. Advertising and Personal Interactive Television
The boost in high frequency band satellite television and IPTV, the fact that broadcasting
mobile services will be the next important trend in mobile communication and the
growing popularity of peer-to-peer sharing of video files, lead to the advent of new
advertising patterns, highly competing with the classical video Roxana.
Thus, television is becoming a more and more personalized environment, allowing a clear
perception of the customers’ preferences. As users have more and more control over the
type of advertising they want to watch, their opinions will be of uppermost importance,
thanks to technology. The main reason for which television channels should broaden their
horizon provided they want to stay relevant for
advertisers is the customers’ possibility to choose more and more from what they want to
watch, the time of their watching and the device the chosen program would be on.
Specialists in advertising wish the relationship between them and television channels
would change, given the new content broadcasting policy, fighting for the viewer and
demand services which allow the viewer to skip advertisements. As the content already
including advertisements targets mobile phones, brands and entertainment providers have
started to appreciate the value of a complex multimedia advertisement within programs.
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Another possible business pattern can be the use of these demand services as a means to
manage a research on a faraway market in order to check people’s interest in new
products, a very quick and cost effective way to get the right feedback from would-be
customers.
On the other hand, integrating interactivity offered by SMS service within television
programs outside peak hours can lead to significant profits coming from the viewers who
pay while sending messages from their mobile phones, since they want to have fun,
personalize products, get access to games and socialize.
Digital interactive television services developed unevenly during the last year. In some
countries, their diffusion rate went beyond 90% by the end of June 2007. Most of the EU
members handed in National
Plans to the European Commission, shifting from analogical broadcasting to the digital
one, having the year 2012 as deadline, some others established terms later than 2012. And
still, there are also member states which have not yet handed in the National Plan
concerning the shift from analogical to digital television to the European Commission.
“U” is the first interactive television in Romania and, besides Unite – clubbing and events
brand – and www.utv.ro it is part of the New Trend Media Company, belonging to the
UTI Group. “U” first broadcast in Romania on the 9th of April 2005. The strong points of
the U brand are: attitude, quality music – Romanian and international hits, dynamism,
innovation, and, last but not least, “U” stands for fun. The target audiences of this channel
are the 15-29, up to 35 year olds.
1.3. Smart advertisements on the web
In order to back a marketing system based on Internet, the pay-per-click network (PPC)
was brought into play, and the one developed by Google is a good case in point. The text
models on the right side of the main slide of the application entail two changes in the
traditional relationship between editors
and advertisers: the latter pay only when advertisements are on and the viewers click on
them; the paid research networks draw a distinction between advertisers and editors
(advertisers no longer get space on the editor’s site in exchange of payment for key
words).
For a better knowledge of its public the advertisements on Internet (based on software)
can contain further information on: the targeted public, the money advertising companies
are willing to spend to get to that audience rate (including the cost of each click), which
sites are accepted and which ones are banned etc.
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D}. PUSH Digital Marketing
2.1. Mobile marketing

On a well-developed market, operators have to face the pressure of finding new
opportunities for earnings drift, so mobile marketing could be the very solution.
Mobile services with their unique capabilities and opportunities were exclusively
“bundled” within the mobile operators’ technology network, a “walled garden” controlled
by the mobile operators with limited access provided to others. The mobile marketing
created the fertile ground for existing to new industry players like mobile application
providers, aggregators, and enablers. The discrete application providers and application
solution providers (also known as “mobile ASPs”) are offering exciting and novel
technology for a wide array of mobile initiatives and mobile management systems. The
aggregators are providing single-point connectivity with all the different mobile operator
networks.
The enablers are providing foundation technology, processes, regulations and related
support to the value activities within each sphere. With the controlled and managed
opening of the mobile operator’s walled garden, traditional brands, content owners, and
marketing agencies are now able to use mobile networks for direct customer engagement
(http://mmaglobal.com)
Since entertainment and advertising business are overlapping more and more, the idea
that brand marketing should be budgeted for purchasing mobile content has gained
ground lately (Roxana One a, www.comunic.ro). Advertisers have to find new ways of
making their brands and messages known to a public whose expectations are higher and
higher, thanks to a boost in information. The old-fashioned pattern, which meant direct
coverage to its customers no longer, seems efficient, while advertising agencies are
interested in entertaining their customers with a challenging content. At the same time,
mobile services providers are, more often than not, concerned with drawing into more and
more customers, all paying for their content. It will all be each brand’s concern to create
catchy advertising content which subscribers would like to save, send to friends all over
again, turning it into something vital.
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Mobile marketing offers an important means for building up cooperation relationships,

since specialists in mobile marketing use SMS text messages and MMS multimedia
messages to get to their users by means of one of the most personal devices, namely the
mobile phone.
For almost a century, phones and voice transmissions were connected to networks.
Nowadays, service providers can convert voice calls in small collections of data, which
are later sent on the Internet, offering the same phone experience as traditional phone
operators did, with no further investment in infrastructure. In order to carry on his work,
such a provider only needs good computers, ran by specialized software. Given the
circumstances, the Internet will be our new phone, setting up a vast field for further
business.
One can notice this trend both among the newcomers on the market, but also among the
already existing companies, which add voice options to computer devices. America
Online, Apple, Google, Microsoft or Yahoo has added voice services to instant messaging
users. E-Bay purchased the pioneer in IP-Skype phoning for 2, 6 billion dollars. More
than that, Skype, whose technology allows vocal calls for prices representing a small
fraction of traditional services costs, has also added video calls to its services.
Mobile phones have endless uses within the current socio-economical background, thanks
to their technical advantages, while their providers incorporate as many entertainments,
commercial and media options in their devices. Here are some of the main aspects
defining the various uses of mobile phones:
*Informing and entertaining
The best thing about mobile marketing is that, unlike mail and e-mail, people tend to read
messages
from their mobile phones: 94% of messages are usually read, within an hour from their
receiving, according to WIN, a mobile phone messaging service provider.
One of the first ways in which mobile phones are used by the specialists in marketing is
with the “ambush” type of advertising, street advertising, since the users passing by
posters in the street, for example, will get messages on certain events and advertising
activities. Mobile phones have also started to be a means of entertainment generated by
the specialists in advertising.
Nowadays, advertising campaigns on mobile phones have only come into existence,
usually asking their users to send a text message to a number code. In exchange for that,
they get information on products, free content or the chance of winning some prizes.
Since advertising campaigns are interested in exploiting the new social and technological
phenomena
to its full, such as blogging and in getting further images for new marketing patterns
which mobile phone users would welcome, provided they were promoted according to
their ability of understanding, interactivity seems to be the most significant element.
The leader in technology, Japan, whose 90% of the population owns a mobile phone, has
got used to the technology based on the so-called QR (“quick response”). They are very
similar to code bars, only that they are square and contain much more information
(www.imagoo.ro). These codes connect them to web sites, just like an underground chart,
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so that the user does not have to type the web site on the tiny keyboard of his mobile
phone.
* Commercial communication
Mobile phones have already been widely used by companies for commercial
communication or advertising mechanisms. The latter encourage users to send SMS
messages or offer call tones and music in exchange of sending through SMS the codes
from various product packs (coffee, chocolate, toothpaste). Campaigns are sometimes
integrated, besides advertising on classical screens, in a well-thought system encouraging
the use and usage of 3G mobile phones. Consequently, mobile phones should become a
means of showing loyalty to their clients at a larger scale, a means of buying and paying
(www.mobiledigit.ro).
The fidelity card, given out when subscribing to a loyalty program can easily be replaced
by the mobile phone, with great benefits for both company and user. The necessary
information about the buyer’s behavior and the things purchased is collected at each card
use.
After receiving a code on the mobile phone, the customer can purchase things, which
presupposes code identification and validation, performed by a central data base. As a
result of his purchasing, the user can get fidelity points, which allow him further
advantages.
Mobile ticketing is a new form of electronic commerce, which allows customers to buy,
book, get and check tickets no matter the time or the place. By mobile ticketing, mobile
phones become an access ticket. Potential applications include: events (concert, theatre,
and museum), transport, gym access etc.
When the customer books a cinema ticket through on-line ticketing services, it is
transmitted to him as a 2D code on the mobile phone, and it can be later used as entry
ticket. The code is presented at the entry check point and authenticated by means of a
special device.
Mobile payment represents that type of payment by using the mobile phone at the outlet
store instead of credit or debit cards. This system allows for flexibility and easy use. The
user goes shopping and he is going to pay by means of a mobile phone. The bank gives
the customer a personalized code for acknowledgment beforehand, which will then be
scanned, while the user’s personal information is transferred to the bank to allow for the
payment.
Electronic vouchers can be used for special offers, catchy promotions, discounts or other
such things a printed voucher stands for. Electronic vouchers are distributed through
Internet, e-mail or SMS and can be printed at home or just saved on the phone. Vouchers
can contain a validity term for advertising programs set in time. The customer in question
gets an SMS containing the 2D code with information on discounts, which stands for a
virtual voucher for the shops under promotion.
* Partnership with mobile television
The emphasis placed on communication shows that mobile content industry and the
broadcasting one are well aware of the importance of new platforms, such as mobile
television and IPTV. Content makers and the ones that broadcast it need to find out how
to better “sell” their product. Both industries consented to the idea that a content
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especially made for mobiles is to be preferred. South Cornea and Japan are among the
first countries which adopted mobile television, but the European and North American
markets are not far behind (http://news.softpedia.com).
Since there is an increase in both number and type of mobile television devices, the
content industry needs a simplified technique of format adjustment more and more. Just
as television advertisement and music videos use techniques different from those used by
the cinema, films and video productions are produced in different versions for the various
types of mobile devices. The content has to be divided according to the device and
produced into a new version.
2.2. Text messaging marketing

Text messaging is an efficient means for television, since it promotes interactivity and
creates addiction. Thus, text messaging campaigns gain more and more ground: they are
used in live sports events, films, breaking news etc. Such campaigns are backed by
marketing agencies since, on condition they are well made, they give television channels
key elements concerning the targeted audience, vital for the already adopted strategies.
Moreover, these campaigns are important for the wireless operators, since respondents
pay a small attendance fee to take part in such campaigns, while operators get a high
percentage of that fee (Roxana One, www.comunic.ro).
Specialists in mobile marketing and text messaging companies claim that the profits of
financial supporters of such a company depend on the way they are put into practice,
which means that its local supporters will not get back their investment so easily, as
compared to famous networks which have a more numerous audience. This drawback can
be fought back by identifying some sponsors for text messaging companies, which would
lead to further profits.
In this field one can also notice the expansion in the services provided through the advent
and more frequent use of multimedia messaging, especially for video content
broadcasting. Since messaging campaigns become more and more popular, their
supporters believe that this expansion to the premium range can become an efficient
marketing tool and a potential profit generator to the operator and providers of mobile
content.
2.3. Multimedia messaging

This modern form of transmission of information allows offering services such as
entertainment, news, sports events, video games, while also being a personalized
marketing tool with immediate response, which facilitates communication with its
customers. Based on the infrastructure of mobile phoning operators, multimedia
messaging gets a positive feedback from its users, even if problems such as service
knowledge, education, prices etc. can still arise.
Even if the service is appreciated, technical problems can still come out, meaning that a
single format for marketing messages which can be sent to all its users cannot be yet
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developed, due to performance differences between mobile phones, since only some of
them can receive both SMS and video messages. Moreover, many of those having phones
with MMS options can’t grade their phones to get MMS messages or simply don’t want
to access such messages. For this very reason, one cannot be certain that the messages
created and transmitted by the marketers reach their users in a full format.
2.4. The broadcasting of recent news (RSS)
RSS technology (Really Simple Syndication) represents a format especially created to
broadcast the latest news or reports. This means automatically following the changes
within a site, its access being unnecessary if wanting to check if new information was
introduced. Nowadays, there are reading applications regarding flows of news in RSS
format which let users know, at a specific time, if there is new information or news on the
sites they selected beforehand. Thus, users can choose the sites they want to watch, and if
those sites have the ESS option on (more and more sites are adopting it), by means of a
small program, known as “aggregator”, users can be alerted whenever their favorite sites
come up with something new. RSS technology brings forth a radical change in the way
people can access information. If, so far, the user had to access information directly
(search for a certain site and surf till he got the information needed), RSS technology
allows for rapid spread of that news which is relevant and up-to-date. Some believe that
RSS is the future trend in accessing information, since it has already raised a lot of
questions concerning the future of traditional mass media. This phenomenon has started
to be widely accepted in Romania also, since newspapers such as Ade PC or CHIP
already use flows of news in an RSS format. News portals in RSS format have started to
be used such as the one designed on the web site http://rss.mioritic.ro/, where almost 600
flows of news in RSS format are available from Romanian sites, either info pages,
newspapers, personal diaries, clubs, forums or other such online sources.
* As the market is under constant development, the business practices, under
development they will help remove some obstacles, while others might need special
measures from industrial companies and legislation in order to give their users, content
providers and hardware industry some legal certitude.
The discovery and adoption of innovative methods in doing business is more and more
obvious in Romania, its market is rapidly catching up with the lagging behind from a
technological point of view, but success is finally assured thanks to the customers’ desire
to purchase such new devices or through such new devices.
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E.} DIGITAL MARKETING STRATEGY MIX

Every business needs 3 things:
1. Lead Generation
2. Credibility and Brand Awareness
3. Customer Communication
This diagram shows you how to align some of the most common internet marketing
strategies to match your most strategic business priority.
PRIORITY ONLINE MARKETING TACTICS

 Pay Per Click
It is important to choose the tactic with the highest priority. If want to generate leads
quickly, the tactic to use is Google pay per click. Looking at the lead generation column
in red, you see that Google pay per click is the best choice to generate leads. This is
because, in most cases, we can get a result on Google within 24 hours using paid search.
 Organic Optimization
Once we have learned the best keywords for Google from pay per click, we can then use
the keywords to search engine optimize your website. Search engine optimization helps
you create an asset of your website and as you get higher rankings you rely less on paying
Google for your advertising.
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 Content Marketing
When it comes to content marketing, this is where we write articles and add them to your
website; they are how-to articles and informational articles. This is a powerful way of
marketing and has many benefits. Content marketing is definitely the best way to be seen
as a thought leader and delivers more relevant content for search engines to index.
 Social Media
We can see that social media also provides a great way to build brand as well as
communicating with customers/prospects. Social media can include blogging, video
syndication, participating in online conversations and much more.
 Other Considerations
Everyday new and amazing tools and technologies are introduced to help business
leverage the Internet. On the rise is Mobile Marketing, for example. Application of on-
site conversion and measurement tools can help productivity, too. Enhance your site with
Live Chat and Click-to-call features. Users love the instant interaction and sales will show
it.
 Align your Marketing and Grow
So use this diagram to help you prioritize the use of your digital marketing budget. Share
this with your management team to show the type of tactics that you can use to help the
support your business objectives for the year. As experienced Internet Marketing
Consultants, our team can help you minimize trial & error by customizing your strategic
mix based on your competitive landscape and budget. Give us a ring for a free phone
consolation.
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F.} 7 p’s OF DIGITAL MARKETING
The four P's - Product, Price, Place and Promotion have long been associated with
marketing, but things have changed on the Internet. So along with a change in the nature
of the four P’s there are three new P’s which are relevant to the digital marketer:
Presentation, Processes and Personalization.
1. Product:
Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are
usually presented in the form of a detailed online catalogue that the customer can
browse through. Technology allows the user to virtually touch and feel the
product on the Internet - rotate it, zoom in or zoom out and even visualize the
product in different configurations and combination. Content and software are two
avatars of digitized products that can be even distributed over the Internet. On the
Internet, E-marketing will be based more on the product qualities rather than on
the price. Every company will be able to bring down the cost of its products and
hence competition will not be on price. It will rather be on the uniqueness of the
product. To be able to attract the customers and retain them, the company will
have to provide nouvelle and distinct products that forces the net users to purchase
and come back for more.
2. Price:
Price has been drastically changed over the Internet. It lets the buyer decides the
price. Also it gives the buyers information about multiple sellers selling the same
product. It leads to best possible deal for the buyers in terms of price. Pricing is
dynamic over the Internet.
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3. Place:
Place revolves around setting up of a marketing channel to reach the customer.
Internet serves as a direct marketing channel that allows the producer to reach the
customer directly. The elimination of the intermediate channel allows the
producer to pass the reduced distribution cost to the customer in the form of
discounts.
4. Promotion:
Promotion is extremely necessary to entice the customer to its website, as there
are currently more than one billion web pages. Promoting a website includes both
online and offline strategies. Online strategies include search engine optimization,
banner ads, multiple points of entry, viral marketing, strategic partnership and
affiliate marketing. Presently, the cyberspace is already cluttered with thousands
of sites probably selling similar products. For the customers to know of the
Company’s existence and to garner information on the kind of products or
services that the company is offering, promotion has to be carried out. There can
be traded links or banner advertisements for the same. Also the traditional
mediums like print, outdoor advertising and television can be used to spread
awareness.
5. Presentation:
The presentation of the online business needs to have an easy to use navigation.
The look and the feel of the web site should be based on corporate logos and
standards. About 80% of the people read only 20% of the web page. Therefore,
the web page should not be cluttered with a lot of information. Also, simple but
powerful navigational aids on all web pages like search engines make it easy for
customer to find their way around.
6. Processes:
Customer supports needs to be integrated into the online web site. A sales service
that will be able to answer the questions of their customers fast and in a reliable
manner is necessary. To further enhance after sales service, customers must be
able to find out about their order status after the sale has been made.
7. Personalization:
Using the latest software it is possible to customize the entire web site for every
single user, without any additional costs. The mass customization allows the
company to create web pages products and services that suit the requirement of
the user. A customized web page does not only include the preferred layout of the
customer but also a pre selection of goods the customer may be interested in
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G.} UNDERSTANDING THE INTERNET CUSTOMER
Now to be able to use the seven P’s effectively in

order to achieve the predefined goals of any
organization it is imperative to understand the
customers. Customization will only be truly
effective if we understand our customers and their
true needs. Before adapting marketing practices to
the Internet, the marketer needs to understand the
characteristics of the online customers. The Net
users can be classified into five categories depending upon their intention of using the
Internet. The five categories of users are:
 Directed Information Seekers: They require specific, timely and relevant information
about the products and services being offered.
 Undirected Information Seekers: These users require something interesting and useful.
Something that can give them an edge, advantage, insight or even a pleasant surprise.
 Bargain Hunters: They are of two kinds: One who look for free items on the internet and
other who are seeking better deals, higher discounts etc.
 Entertainment Seekers: They see the Web as an entertainment medium of vast breath and
potential and want to explore the medium before the mass gets there.
 Directed Buyers: They want to buy something - now. They are sure what they require and
just log on to the Web to purchase the item.
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H] BRAND BUILDING ON INTERNET
For the Company on the cyberspace, their web site is their most important brand. The
seven P’s of internet marketing mentioned earlier not only have to try and make business
successful but also do brand building in the process.
 Product and service customization

Companies that have powerful brand awareness on the web all have sites that help
consumers do something – whether it’s configuring a computer system (www.dell.com)
online or offering personalized services like suburban railway pass in Mumbai
(www.rediff.com). Consumer demand and expectations are forecast to drive made-to-
order or customized products with rapidly shrinking lead times. Products are configured,
as customers want them to be and provide a high level of reliability, excellent quality, and
longer life spans. For e.g. ‘Dell’ computer (www.dell.com) has become a leading
company in selling computers because of the customization facility it provided on its site.
 The Evolving Risk Profiles

The on-line customer is not a fickle customer, but he is a risky proposition nevertheless.
This is because all his online experience will influence consumer perceptions about the
brand. If a consumer buys a product from a retailer and is involved in an unhappy
purchase experience at the store, he will punish the store. But if the same experience were
to occur to him at the company’s web site, the consequences would be disastrous for the
company if he were to share his experience though different user communities using a
combination of chat rooms and electronic mails.
 The Evolving Supply Chain

The transformation being brought about the Web revolution is not limited to just the
consumer. The last few years have seen a flurry of suggested business models for doing
business in the Internet era. Will the Internet era signal the death of the retailer? Or will a
new intermediary come into existence? Technological innovations have made possible
two interesting developments - the Choice board system 2 and the Vertical Portal. Choice
boards are essentially design tools and conduits of information, companies that produce
the products need not control them. Dell uses a Choice board system to sell its computers
but there are others like Point.com that uses a Choice board to help customers research
and buy wireless phones and accessories. The market information that a Choice board
collects about customer preferences is absolutely enormous and if the manufacturing
company does not control it, the site offering the Choice board can emerge as a powerful
intermediary. Vertical portals armed with sophisticated search engines, which specialize
in a particular industry or product category, and provide customized information and
promote online community development are the next emergent intermediaries. The
sophistication and range of information collected on customer preferences will drive
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emergent business models. The Web will thus facilitate the transformation of the
companies form transaction supporters to customer relationship managers.
I.}CRICITAL SUCCESS FACTOR OF DIGITAL MARKETING

Having observed the evolving paradigms of
business in the Internet era, there are five
critical success factors that the Digital
Marketer has to keep in mind.
 Attracting the Right Customer

Attracting the Right Customer is the first
crucial step. Rising digital penetration
would mean that the number of customer
visiting particular sites would inevitably go
up. While the number of eyeballs or page
views has so far been conveniently used as a satisfactory measure by most web sites, it
would be foolish to cater to the whole spectrum of digital visitors. Content has to be very
target specific. The digital company has to select its target segment by finding out which
section of customers are the most profitable in terms of revenue transactions and who are
the customers who generate the maximum number of referrals. Here again it is important
to note that the majority of online customers are not seeking the lowest price. Rather they
are seeking convenience above everything else. The power of customer referrals has
never been so enormous, since word of the mouse spreads faster than word of the mouth.
E-Bay attracts more than half of its customers through referrals. Not only do referred
customers cost less to acquire than those brought in by advertising or other marketing
tools, they also cost less to support since they use their friends who referred them for
advice rather than using the companies’ own technical desk.
 Delivering Content Value

Delivering Content Value to engage the user’s interest is the critical importance in
retaining customer participation. This is because content serves as a powerful
differentiator. Content would include Product enhancements (Software patches for
glitches), personalized interactions (through customized navigation paths as seen on the
web sites of GM and Toyota) and Problem Resolution (updates of delivery schedules and
e-mail responses). Integral to the concept of delivering proper content value is innovation.
For e.g. www.campareindia.com
 Ensuring E-Loyalty
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Ensuring E-Loyalty is vital to the success of any online venture. This is because acquiring
customers on the Internet is enormously expensive and unless those customers stick round
and make lots of repeat purchases over the years, profits will remain elusive. Contrary to
the general view that Web customers are notoriously fickle, they in fact follow the old
rules of customer loyalty. Web customers stick to sites that they trust and with time
consolidate their purchases with one primary supplier to the extent that purchasing from
the supplier’s site becomes part of their daily routine. The issue of trust is integral to the
issues of privacy and security. Companies like Amazon.com, which command amazing
levels of consumer trust, have used a variety of encryption tools and simple ethical
decisions like not accepting money for publishers for independent book reviews to
maintain the trust of its customers.
 E-Learning to facilitate personalized interactions

E-Learning to facilitate personalized interactions with customers has been the biggest
contribution of the Web to the marketing strategists. Customers in traditional bricks and
mortar stores leave no record of their behavior unless they buy something. In the digital
market place, however technology has made the entire shopping experience a transparent
process. For example, if the customer exits the web-site when the price screen appears, he
is a price sensitive consumer. Such minute tracking of customer behavior has major
implications for the world of advertising. The Internet may soon be used as a test bed for
testing prototypes of marketing and advertising campaigns. By monitoring pages selected,
click through, responses generated, and other indicators, the company would be able to
discover which parts of a prospective campaign would work, thus reducing the risk of a
potential flop. This would make it possible for the company to modify its product
offerings much earlier than usual in the product life cycle.
 Providing Digital value to the evolving consumer through his life cycle
Providing Digital value to the evolving consumer through his life cycle has become
possible because of customized interactions and emerging business models. These models
have often disturbed the traditional status quo and created new rules of business. The
sectors where new business models will emerge or have emerged are the music industry,
the financial services industry, the travel industry, the relating segment and the publishing
segment.
J.} BENEFITS OF DIGITAL MARKETING

The reason why internet marketing has become so popular is because they provide three
major benefits to potential buyers:
1. Convenience: Customers can order products 24 hours a day wherever they are. They
don’t have to sit in traffic, and a parking space, and walk through countless shops to find
and examine goods.
2. Information: Customers can find reams of comparative information about companies,

products, competitors, and prices without leaving their office or home.
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3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to

persuasion and emotional factors; they also don’t have to wait in line.
Digital marketing also provides a number of benefits to marketers

1. Quick adjustments to market conditions: Companies can quickly add products to their
offering and change prices and descriptions.
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs
of rent, insurance, and utilities. They can produce digital catalogs for much less than the
cost of printing and mailing paper catalogs.
3. Relationship building: On-line marketers can dialogue with consumers and learn from
them.
4. Audience sizing: Marketers can learn how many people visited their on-line site and
how many stopped at particular places on the site. This information can help improve
offers and ads. Clearly, marketers are adding on-line channels to find, reach,
communicate, and sell. Internet marketing has at least five great advantages. .
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4.}DIGITAL ADVERTISING
Marketing over the years more so recently has started being used interchangeably with
advertising. Now since the explosion of the internet; advertising paradigms have been
constantly changing. The first Web advertisement was placed on the Hot Wired web site
in October 1994. AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out
and the Internet advertising has come a long way since then.
What is digital advertising?
Online advertising is a form of promotion that uses the Internet and World Wide Web for
the expressed purpose of delivering marketing messages to attract customers. Examples
of online advertising include contextual ads on search engine results pages, banner ads,
Rich Media Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam. Online video directories for
brands are a good example of interactive advertising. These directories complement
television advertising and allow the viewer to view the commercials of a number of
brands. If the advertiser has opted for a response feature, the viewer may then choose to
visit the brand’s website, or interact with the advertiser through other touch points such as
email, chat or phone. Response to brand communication is instantaneous, and conversion
to business is very high. This is because in contrast to conventional forms of interruptive
advertising, the viewer has actually chosen to see the commercial.
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A.} Digital Advertising vs. Traditional Advertising
Traditional Advertising Digital Advertising

Traditional Advertising is static. It is dynamic with multimedia - supporting
text and graphics video sound all together.
Space is not a restricting factor Space is a problem, as regards size of the
banners etc.
The proportion of advertising to editorial is A web page would be 91% editorial and
high 9%
sometimes 50:50 Advertising
Does not evoke immediate action Invokes immediate action as you at-least
need
to click on the ad
Response to the action is not immediate First response is immediate as when the
user
clicks, the person is directed to other web
page
with more details
Advertisements are passively received The user has high attention level and
concentration while using the net, and
hence
they notice the add
Advertising does not always target a very This can be very focused
focused audience
Advertisements are omnipresent Advertisements catch users when they are
on
The lookout for something. For example
the
search is for travel on a search engine there
are
ads of travel agents on the net
Difficult to track the exact number of This is quite possible with Internet
people who saw the advertisement. Advertisements
Ads are graphic intensive and avoid copy Both copy and graphics are restricted by
Overload the
banner size specifications
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B.} OBJECTIVE OF DIGITAL ADVERTISING
 Advertising: As far as advertising on the Internet goes, all advertisements will serve to
attract the user's attention and draw him to the company, which is advertising. Build
brand awareness: Direct or indirect methods can be used on the websites to build brand
awareness of the different brands of a company. This is where the Internet scores
traditional media and methods as explained below. Stimulate direct action: Visitors to a
company's web site should get involved with the offerings on the site. Valuable customer
information can also be captured and tracked for future marketing initiatives.
 Promote its brands: Promotional give - away or contests generate excitement while
simultaneously promoting your brands online, aiding off - line sale. Building a culture
around its brands: This goes along with that company's traditional advertising.
 Surrogate advertising: This is another means of surrogate advertising of the company,
where all forms of traditional advertising fail. Surrogate advertising can be proved to be
positive in case of advertising on the Internet.
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C. } FEATURES OF DIGITAL ADVERTISING
Advertising on the Internet has certain unique features that differentiate it from other
forms of advertising. They are as follows:
 Member registration: Member registration is an efficient tool that is used by firms to

create their database. Such a database may be used to design promotional campaigns.
Allowing registered users to participate in various events can follow systems of free
registration.
 Online opinion polls: Opinion polls are conducted to obtain the responses from users
regarding the firms' products and services besides including topics of general interest.
 Newsletters: Regular newsletters are sent especially to registered users. These contain
information about current updates on the site and activities being performed by the
company.
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 Contests and sweepstakes: Contests are useful in attracting new users to websites. They
may be for simple things depending on the product or service being advertised. The prizes
offered are in a wide range and usually have the logo of the company and the homepage
address displayed prominently.
 Content: The content of the advertisement can be regularly updated with news regarding
the activities of the firm. A fact-based section showing the manufacturing processes of a
company may also be included. The use of multimedia tools can make this more
interactive.
 E-cards: Users send free cards via e-mail from the site of the company advertising the
product. The card prominently displays the logo or the baseline of the brand. The cards
may be for different occasions such as birthdays, festivals, birthdays, etc. These cards are
used to reinforce brand identity. Star endorsers of the brand may also be included in the
picture postcard themes.
 Downloads: Downloads may include various utilities for the computer such as icons,
desktop patterns, screensavers, themes, etc. Registered users get the opportunity of
downloading software. Charts and other informative articles may also be included.
 Coupons: Coupons are used to promote sales off-line. Sending discount coupons for the
products and services of the company on special occasions can do this.
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D.} TYPES OF DIGITAL MARKETING

 E-mail advertising: Legitimate Email advertising or E-mail marketing is often known as
"option e-mail advertising" to distinguish it from spam.
 Affiliate Marketing: Affiliate marketing is a form of online advertising where advertisers

place campaigns with a potentially large number of small (and large) publishers, whom
are only paid media fees when traffic to the advertiser is garnered, and usually upon a
specific measurable campaign result (a form, a sale, a sign-up, etc).
Today, this is usually accomplished through contracting with an affiliate network.

The online retailer used its program to generate low cost brand exposure and provided at
the same time small websites a way to earn some supplemental income.
 Contextual advertising: Many advertising networks display graphical or text-only ads that
correspond to the keywords of an Internet search or to the content of the page on which
the ad is shown. These ads are believed to have a greater chance of attracting a user,
because they tend to share a similar context as the user's search query. For example, a
search query for "flowers" might return an advertisement for a florist's website. Another
newer technique is embedding keyword hyperlinks in an article which are sponsored by
an advertiser. When a user follows the link, they are sent to a sponsor's website.
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 Behavioral targeting: In addition to contextual targeting, online advertising can be

targeted based on a user's past click stream. For example, if a user is known to have
recently visited a number of automotive shopping / comparison sites based on click
stream analysis enabled by cookies stored on the user's computer, that user can then be
served auto-related ads when they visit other, non-automotive sites.
 Pay per Click: Search engines place your website on their front page and you pay a set
amount per click-through. Sites like Overture also run bids for certain keywords - the
more you bid, the higher your site appears on the first page of the search results. Properly
run, these campaigns can bring a lot of extra traffic to your website.
 Search Engine Optimization: This is an online advertising service provided by many web
media companies. They will look at your target audience, your competitors and the
keywords for your business and optimize your website content so that it has a much better
chance of appearing on the first page of the search results. You will pay a fee to the
consultants for this service. Studies have shown that many searchers prefer to use the
"natural" listings provided by the search engines, rather than the paid-for listings.
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 Sponsorships: Website sponsorship can come in two formats; regular sponsorship where
the advertiser has a space to place the logo and company message, and content
sponsorship where the advertiser has limited control and submits their own content to the
site as well as having an advert on the page. These sponsorships will be for fixed periods,
and need to be on targeted websites to reach the right audience.
 Online Directories: The online equivalent of Yellow Pages, or Industry Directories, these
give you basic or enhanced listings on the website. Your details will come up if your
sector, location or company name is searched for. Enhanced listings will allow users to
click-through to your site. Online directory listings are often offered in conjunction with
an entry in the printed version of the directory.
 Banner Ads: Banner advertising was the first kind of advertising ever done on the net. A
banner can highlight your product/service/offer and by clicking on it the user will be
taken to your website, where you can create a suitable landing page to provide his further
information. Banner spaces are usually sold by impressions, or banner views, but it is
sometimes sold by click-thru, when you pay only when the user clicks on the banner.
Usually horizontal bars across the top of a web page, they offer color, graphics and often
animation, together with the ability to click through to the advertiser's own website.
42
 Pop-up Ads: These are the small windows that appear when you first get onto a website.
Pop-ups appear on your screen in full, pop-downs appear on the bar at the bottom of your
screen and you have to open them to get rid of them.
 Interstitial Adverts: These adverts sometimes referred to as Bridge Adverts, pop up as you
move between pages on a site. You have no choice as to whether you view them or not,
although you can close them down.
 Floating Ads: These ads appear when you first go to a webpage, and they "float" over the
page for five to 30 seconds. While they are on the screen, they obscure your view of the
page you are trying to read, and they often block mouse input as well. These ads appear
each time that page is refreshed. Floating ads are popular for several reasons:
 They grab the viewer's attention and cannot be ignored.
 They are animated.
 They have audio/video content like TV ads
 They can take up the entire screen, therefore from a branding standpoint, they are much
more powerful than a banner ad or a sidebar ad
43
 They have a high click-through rate of about 3 percent

However, many users get highly irritated because of these ads.
 Unit cast Ads: A uncast ad is basically a TV commercial that runs in the browser window.
It has enriched audio/video content. The ads can last anywhere from 10 to 30seconds.
These ads have similar branding power as a TV commercial. However, an uncast ad
offers something that TV ads cannot -- the ability to click on the ad for more information.
These ads are getting very effective, as the average click-through rate is 5%.
 Takeover Ads: Viewers visiting the website will see a large ad when they first come, and
then the continuity is maintained by reiterating the same message throughout the site in
the form of banners, side bars or buttons. The approach works very well for branding
because the brand is visible to viewers throughout the visit to the site. Click-through rates
are also high.
44
5.} Consequenes
Combinations of these technologies are leading to a complete democratization of media.
Individuals find themselves with the same possibilities as mayor newspapers, groups start
Weblogs that compete with global content distributors, and online radio stations emerge.
The cost of broadcasting has never been so low. Everybody with a PC and an Internet
connection can not only access all traditional media from all over the world, but also the
micro-content added to the media landscape by individuals. Millions of people have
evolved from being mere media consumers to being media producers as well.
What is User Generated Content?
User Generated Content (UGC), also known as consumer-generated media (CGM), refers
to any material created and uploaded to the Internet by non-media professionals, whether
it’s a comment left on Amazon.com, a professional-quality video uploaded to YouTube,
or a student’s profile on Face book. UGC has been around in one form or another since
the earliest days of the Internet itself. But in the past five years, thanks to the growing
availability of high-speed Internet access and search technology, it has become one of the
dominant forms of global media. It is currently one of the fastest growing forms of
content on the Internet.
What is Social Media?
The promise of UGC is now being hyper-realized with social media. Sites like MySpace,
Face book, and You-Tube represent the convergence of user commentary with video,
photos, and music sharing, all presented in a simple, user-friendly format, allowing
participation on a mass scale.
45
6}.MARKET RESEARCH.
Purpose and scope of study
Advertisers are expected to spend Rs. 22,500 million in digital advertising in the year 2009 third
only to TV and Print ads, which is around 5257% more than that in the year 2004, compound
percentage increase of 124% over the last 5 years. This is the new age of advertising.
It is true that people have started realizing that internet can serve as a one stop point for all their
needs. Be it communication, entertainment, shopping, information search, internet serves as a
panacea for all their requirements. This has led 70% of the ever users to glue themselves to the
Internet and access it on a regular basis. This is an opportunity for advertisers to exploit this
revolution. But, is it the end of traditional advertising? Is digital advertising effective and efficient
compared to the traditional form?? Does it fulfill the basic objectives of advertising (create
awareness, to generate sales, build positive image, etc…)???
The problem is that, volumes of consumers are online every day for their personal work, but do
they notice the ads, banners etc. displayed on that webpage, most important what is their
recall/remembrance value. What about the reach of online advertising, is it effective across over
all target groups? We have trusted traditional advertising all these years and it’s a proven medium
that fulfills all the objectives of advertising, can one have the same trust for online advertising…
RESEARCH OBJECTIVES
 To compare the trust level of traditional advertising and digital advertising (consumers
point of view)
 To find the effectiveness of digital advertising (reach and creation of awareness)
 To find the reliability of digital advertising (recall and remembrance)
RESEARCH METHODOLOGY
Research design
This is a descriptive research as it will clarify the doubts about online advertising.
It would give us a clear picture on the effectiveness and reliability of online advertising compared
to the traditional form of advertising.
Data collection
Secondary data: Online reports related to advertising
Primary data: Questionnaire, Personal Interview, Interview with Marketing Professional
Sample universe
Basis of sampling:
 Sample should be a user of internet or should have knowledge about internet
 50 numbers in all
Sampling Technique:
Judgmental Non Probability sampling can be used to select the individual units for better
productivity of the questionnaire. A well educated person may be able to reason out the questions
in the better way.
46
7.} SOCIAL MEDIA MARKETING
Social media marketing:

The influence of traditional media and marketing have over consumer perception is
waning as people migrate to the variety of social media technologies for entertainment
and to share information with each other. But these social media outlets are more than
another channel through which to deliver messages to the marketplace. Companies like
Dell, Microsoft, Nikon and Nintendo are successfully using social media and marketing
strategies to understand and engage their audiences more deeply – with demonstrable
business results. Social media is making an impact on all aspects of business
communications today. Reliance is the latest additions to Social Media Marketing.
In 2006, social media formats like blogs, photo sites and video sites crossed the threshold
from techno-curiosity to become a bona fide societal trend. Consumers by the millions
have embraced these powerful communication tools to post an opinion, share an
experience, and join the online conversation. These conversations affected many
companies, some positively and some negatively, and raised the awareness of the power
social media has to influence business results.
Now we are in an era where companies must take action. The reach and influence of
social media is only going to grow.
The Social Web’s New Communication Forms Draw More Users

Communications has always been the fundamental value of the internet to consumers.
Back in the net’s early days, email was the “killer app” that made the Web a “must-have”
and continues to be a mainstay of the online experience. Communication activities split
the lion’s share of consumers’ online time with content, and far outstrip commerce and
entertainment.
47
Technology-Powered Communications Accelerate Word of Mouth
From the earliest UseNet groups to today’s hot video sharing and social network sites, each new
innovation has increased consumers’ reach and influence.
 Email was first practical application of the Internet for most people and it was the first word
of mouth accelerator as it enabled people to connect with family and friends instantly,
frequently and at little cost.
 Usenet groups and discussion boards made it easy for people to find others with similar
interests and consumers learned that the Internet freed them from the limit of geography and
personal connections. The influence of word of mouth expanded rapidly within the severtical
niches.
 Consumer review sites used the discussion board format, but focused discussions around
specific products, such as books at Amazon.com. Consumers embraced the idea of reading
book reviews written by other readers and not relying on professional reviewers’ opinions to
decide whether to pick up the latest bestseller.
 Blogs freed consumers from the limited membership of discussion boards. Blog sites like
Blogger made it simple for an average Web user to post his or her opinions to the world
.Armed with a browser, basic typing skills, and a few straightforward Web commands,
anyone can publish their thoughts, rants, or daily journal in a few minutes a day.
 Consumers soon learned their conversations aren’t limited to words. Digital photography’s
boom introduced people to sharing their creations, first via email then via first-generation
photo-sharing sites like photobucket.com.
 Digital camcorders and audio/video editing programs like Apple’s I Movie became affordable
and user-friendly versions for home users. People were no longer limited to text or still
photos, and consumer-created video site YouTube quickly bloomed to six million users
watching 40 million videos per month.
 Social networks like MySpace skew more toward the social end of the social-to-content
continuum. They combine a selection of social media tools like blogs, photo sharing, etc .to
give the author a platform for expressing their passions and preferences, while at the same
time serving as a central communication hub for a group of friends. Early on, bands would
build online fan communities to promote their music; now brands like Burger King, Toyota,
Adidas, and Cingular create circles of “friends” that become brand building hubs.
48
Social Media Transforms Communications into Content
These new tools blur the line between communications and content. Blogs are a natural example
of how content and communications blend into a single experience. Each entry (or “post” as it is
known) is a short article, essay, news item, etc. But bloggers mean to stimulate feedback and
conversation, as readers add comments and links to other blogs to make a point. This interplay
results in a dialogue of different perspectives and opinions. Sometimes the resulting
communications can be so influential they end up taking the story in an entirely new direction.
Social Media Begins to Impact Brands
One of the most exciting and powerful forms of social media is the video. Videos are the ultimate
expression of creativity since they can “mash up” (all in one) elements and messages from audio,
video, blogs, company-created messages and media coverage.
Social media sites like Orkut, MySpace and Face book are usually seen just as places where
people go to connect with friends and find others with similar interests.
49
The Other Side of Influence
Often the discussions can be positive about your products and the experiences consumers have
had with you, but sometimes they can be very negative. On the one hand, this increases the
number of potential critics and they don’t need to have impressive qualifications or credentials to
be influential.
On the other hand, all of these negative opinions are public and searchable, allowing companies to
prepare a response before a story gets wide coverage. Bloggers at top companies agree that
learning about and dealing with negative stories as they emerge is smarter than waiting until they
hit the newspapers or evening news shows. E.g. Dell
Driving Business Results with Social Media
There are four primary ways companies can use social media to drive business results:
 By Monitoring social media, companies can track how their messages are being interpreted in the
marketplace to understand how the company is perceived and to learn how any responses or
message changes should be approached. This will also provide valuable insight into potential
threats from competitors, changing industry trends, and customer preferences.
 Monitoring also enables companies to track the evolution of known trends in order to quantify the
ones gaining the most attention and acceptance within their target audience.
 Measurement provides the quantitative reporting data on the specific issues and buzz driving
media coverage making it easy to demonstrate the impact of PR and marketing efforts.
 But social media also calls for a Discovery approach, in which companies learn what influences
are driving the internet discussions in the marketplace. From this, companies can measure the
growth of many.
50
8.} DATA ANALYSIS. {BASED ON QUESTIONNAIRE}
PART I
Q.1 WHAT DO YOU THINK ABOUT DIGITAL MARKETING?
Attitude towards Advertisements

One can clearly make out that consumers perceive advertisements as a source of information and
awareness, be it general or towards TV commercials.
Attitude towards Ads
3% 3% 3%
35% Informative
31% Entetaining
Creates awareness
Irritating
25% Annoying
Waste of time
Not many people find advertisements to be irritating, annoying or waste of time. This clearly
shows a positive attitude toward them and hence is a good indication for marketers
As from above survey only 35% think digital marketing as informative purpose while only 3%
feel as annoying and irritating.
51
Q.2 DO YOU WATCH THE TV/RADIO COMMERCIALS DURING

COMMERCIAL BREAK?
Attitude towards TV/Radio Ads
5% 11% Informative
30% Entertaining
11% Creates awareness
Irritating
Annoying
19%
24% Waste of time
From above chart and survey done around 30% watch for informative
purpose other 11% just watch to waste time.
52
Q.3WHICH MODE OF ADVERTISING INFLUENCES YOU TO

BUY/SUGGEST PRODUCT?
Influencers behind Decision Making

Influencers influence the decision making process of a potential consumer. Influencers
can be advertisements, friends, relatives, third party or it can be self-motivated also.
In Mumbai (as the target market is Mumbai) we can infer that friends and relatives are the
major influencers behind decision making.
Influencers
Magazines and newspaper

6%
8% 17%
Friends and relatives
29%
40% TV Commercial
Online advertisement
As above seen consumer are more influence by friends and relative of 40%
Where online advertisement is only 6% as survey from different consumer is
from friends and relative.
53
Q.4 WHICH MODE OF ADVERTISMENT WOULD YOU PREFER?
Consumer preference of advertising
Preference
17% TV Commercials
34%
18% Print Ads:

Newspaper,Magazines
OOH: Banners, Posters
31%
Online Ads: Banners, Email
Again, one can easily make out that traditional form of advertising has an edge over
internet advertising in terms of consumer preference mode of advertising. Traditional
mode got over 31% preferences than that of internet advertising which is a huge margin.
The reason for this is same as that of influencer, i.e. cultural attitude of consumers
towards advertising.
Consumers would prefer to check out ATL elements in case there is a need i.e.
information search and take their decision in terms of purchasing.
54
Q.5WHICH MODE OF ADVERTISING YOU TRUST?
Consumers Trust on advertising
17%
RECOMMENDATION FROM
36% CONSUMER
RADIO
31% TV
16% NEWSPAPER
The above is the chart for trust level of advertisement medium from consumer’s point of
view. Again recommendation and traditional advertisement are a leap ahead of online
mobile and BTL form of advertising. One can say that Indian mentality towards online
form of advertising is still at the baseline and that of mobile is even worse.
Initial Conclusion I
One can confidently conclude that consumers still trust and prefer the traditional form of
advertising than that of online.
55
PART II
Q.6 I CHANGE CHANNEL DURING COMMERCIAL BREAKS?
I see/check online Ads
21%
Its depends
79%
Never
0% 10% 20% 30% 40% 50% 60% 70% 80%
Impression of TV Ads (Ad avoidance)

When there were only 2 channels which were “Dodarshan”, consumers didn’t have any
choice but the see the commercial ads in between the programs. That time the impression
was very high and hence was a very effective and efficient medium of promotion.
Now, with more than 250 TV channels, 20 Radio channels, the consumer has lot of
options, he may change the channel, or may ignore it completely.
According to the survey, around.
Of course there are people (21%) who change channels during breaks but not always. In
fact, according to the survey there was no one who change the channel each and every
time.
Effectively, 79% of viewers will see the advertisement if the ad is attractive and
appealing.
Hence there is a probability of .79 of a consumer viewing the particular advertisement
(for creating awareness and information) on television making it an effective mode of
communication. As it is, it is the second most trusted mode of communication in the
minds of people.
56
Q.7 DO YOU SEE/CHECK ONLINE ADS/MAILS WHEN YOU SURF

THE INTERNET?
Impression of Online Ads (Ad avoidance)
I change the channel during Ads
63.%
It depends
26%.
Often
11%
Sommetimes
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Whereas in case of online advertising, around 63% of consumers ignore it completely, i.e.
they don’t even see them and that of 21% see them if they find it to be attractive. Out of
that 26%, 11% said that the intension was not to see those ads, but they didn’t have any
option but to see them as they were Interstitial Adverts, Pop – up ads or Floating ads.
These ads either block the view of the content, or appear right in the middle of the page,
or keeps on floating (moving) around which is considered to be very irritating for the
consumers.
Effectively, only 6% saw the online advertisement coz they were of their interest or was
attractive. Some said they liked few ads coz of their interactivity and animation effects.
This might give that flash ads are more appealing.
Trust levels of online advertisements are at the bottom of the list. Hence considering the
trust levels and the effective impression, one can conclude that it is not an effective mode
of communication.
Initial Conclusion II
Even though the reach of internet is much higher than that of other modes, its ability to
attract consumers for awareness creation is very low. Hence comparatively, traditional
modes especially TV commercials are a better option.
57
Q.8 YOU USE INTERNET FOR?
Internet usage
14% 18%
Chatting and Social Networking
1%
Email
12%
Information
Entertainment
30% E-Commerce
Downloading
25%
From above survey:

1. Around 18% use internet for chatting like facebook, whatsapp etc
2. 30% use email as part of their business
3. It is bad that 1% is doing e commerce
4. 14% consumer only do downloading from internet
58
Q.9 YOU CANNOT LIVE WITHOUT?
From the above survey mostly youngster about 18/25 years of age has
selected computer with internet with50%
It was strange that mo one selected books as no one can live without online
sites.
Initial Conclusion III

One can easily make out the reliability of digital marketing
59
Q.10 DO YOU THINK THAT THE FACE OF ADVT IS

TRANSFORMING IN TERMS OF TECHNOLOGICAL AND
CULTURAL IMPACT?
AD.CULTURAL IMPACT?
FROM THE ABOVE SURVEY MADE ON SEPTEMBER

AROUND 60 % HS GIVEN POSITIVE REPLY ON CULTURAL
IMPACT SUCH
AS STANDARD OF LIVING,INCOME ETC
BUT AROUND 40% HAS GIVEN NEGATIVE ANS AS THEY DON’T
FEEL ANY TRANSFORMATION AS DURING SURVEY I ASKED
PEOPLE WHY THEY ARE SELECTING NO SOME SAID IT IS NOT
OUR INDIAN CULTURE
60
9.}CONCLUSION
Practically it has been proved through the research that online advertising is neither
effective nor reliable as compared to the traditional medium which is Television
commercials and print media i.e. newspapers and magazines. Also, consumers trust the
traditional medium more than that of online and there is a vast difference in their trust
levels. Of course, it could be because of the Indian culture which is different from the
western countries that are more into e-commerce and prefer to buy things online and they
trust the internet more as compared to the other forms. Therefore, Internet advertising is
more successful in those countries. All in vain in India, as we prefer to tangibles the
things that we buy. Being collective we go shopping along with family friends and
relatives.
The other side of the coin
In the world of digital advertising, click-through is viewed as the primary measure of

advertising effectiveness. This metric quantifies how marketing communication can be
directly linked to immediate consumer action. But, the metric has certain shortcomings;
primary reliance on click-through does not recognize that in most cases consumers who
are exposed to advertising over the Internet may not currently have a need for the
products or services being advertised to them. Additionally, click-through does not
quantify the impact that the exposure of the advertisement has on a consumer’s attitudes
and perceptions of the brand being advertised. Advertisers in the offline world realize that
consumers may not have an immediate need to purchase a product or service at the
moment it is being advertised.
Realizing this aspect of consumer behavior, a common advertising strategy is to build
awareness of a product and form positive associations (Subliminal effect) between that
product and a consumer over time so that when the need arises to purchase from a given
category, a consumer is more likely to consider that advertiser’s product.
In most cases, users view banner advertisements as a nuisance as they are engaged in
other activities while they are being exposed to the ads. Additionally, we can assume the
most people exposed to an ad do not have the need for the products being advertised at
that time. Therefore, these ads are less likely to be noticed. In order to have an impact on
brand metrics, we can hypothesize that getting a message in front of someone as quickly
as possible, before they scroll away, is of extreme importance. In addition, the presence of
a logo, the size of a logo, and the size of the banner should all have an impact on the
banner’s ability to brand.
Applied appropriately, these characteristics may serve as positive reinforcement and
therefore have a positive impact on branding. Conversely, when applied improperly, these
ads may serve to punish viewers thus resulting in little to no impact on brand metrics.
Also, the banner could lay a subliminal effect on the consumer which might drive him to
buy the product or create some association with it. Because it is the subconscious mind
that plays the game here. If one can take target this subconscious mind then definitely it
can create a positive impact on branding.
Last word:
61
Finally I would like to end by saying that even though the internet has opened up a new
avenue for reaching the end consumer; it is still very much an open field. This is true as
there is no fixed way or strategy for marketing on the net. It is still very much an arena
where ingenuity and creative thinking very much rule the roost. Thus marketing as usual
has not changed, i.e. it is still the same usual self……. unpredictable but very much
required.
62
10.} CASESTUDY
A.} Dell Computer
It all started with a post. June 21, 2005

“I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine
Is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware:
Overheats, network doesn't work, maxes out on CPU usage. “
And there was no stop to it…it gained momentum…and even more momentum…leading to
dedicated haters
The whole thing started with one post. It was followed another, then there were many.
DELL HELL was started. It ruined the sales of Dell computers. The only reason was, Dell
didn’t update themselves with the internet proceeding. It all happened without the
knowhow of dell.
When they realized it was too late.
Dell learned fast, they opened their blog Direct2dell, which answers all the queries and
problems about anything and everything about the dell laptops. It was followed by Dell
Idea
Storm, a collaborative blogging site where one can give their own ideas and discuss
about general technology, computers etc. They blogging was internal as well as external
for the overall development of the company and its image. The whole exercise took 3
years to be back on track.
Learning
This case study gives us (companies) a good reason to be updated with the happening of
the social networking sites. Blogging and forums are the new influencers of today. They
are the lightening to a fire forest. They form the root of the brand image. One needs to
keep a track of this for a successful outcome.
63
B.} IPod Touch
Credit Apple’s marketing genius for making its latest generation of iPods, the iPod Touch, and
this season’s likely best-seller in the personal electronics category. Launched on September 5th,
2008 the new generation of iPod incorporates the touch screen seen on the phone, and\ many of
the same display and interactive features including Wi-Fi wireless networking and browsing. It’s
a phone without the phone. With many of phone’s popular features and a starting price of $299,
it’s no wonder the iPod Touch is generating a lot of attention.
Apple highlights the new iPod Wi-Fi and YouTube features, on their website. Not
surprisingly, in September, the iPod Touch product page was listed among the top
performers for its use of social media. Featured are plenty of videos, including the
keynote address by Steve Jobs announcing the iPod Touch release, video introductions to
iPod Touch software and a guided video tour of its features? This video content
contributes to
Apple’s strong Universal Search positioning on Google, while providing a popular source
for video sharing sites.
Apple’s site also includes a “Hot News” section with information on the top downloads in
iTunes and downloadable information for each of Apple’s products. Apple takes no
chances here. RSS feeds are available for iPod and iTunes. Generally, Apple utilizes the
social networking systems and hardware it helped to popularize as a means to
demonstrate and further sell its own products.
64
Social media is now a vital element when releasing a new product. It can draw customers
to your site, explain and exhibit unique features and benefits, answer questions and
generate word-of-mouth sales. As Apple has demonstrated, video ‘tours’ are
particularly effective when integrated with video press events. The same content can be
repurposed for a multitude of applications. RSS feeds are also a great way to keep
customers informed and automatically updated.
When incorporating social media into your marketing mix, remember a few key lessons
that
Apple.com and the iPod Touch have taught us. First, make sure your social media
features are placed intuitively, making them easier to find within your site. If visitors
can’t find it, or have to search too hard, they won’t participate. Second, make sure to
accelerate your social media efforts as your business grows. Customers will expect more
from you. If your website expands or is redesigned, expand and redesign your blogs,
discussion boards and social tagging opportunities. Add video content, podcasts, images
and customer feedback elements that will build on (and improve) your social media
content.
65
11.} BIBLIOGRAPHY
These Information is taken from various website given below:
WEBSITE:
www.google.com
www.wikipedia.com
www.managementparadise.com
www.bms.co.in
www.mytechlogy.com
www.wsionline.ee
66
12.} ANNEXURE:
{QUESTIONNIARE ON DIGITAL MARKETING IN INDIA}

Name: GENDER:___
OCCUPATION:______
1. What do you think about digital marketing?

Informative
Entertaining
Creates awareness
It’s irritating
Annoying
Waste of time
2. For what purpose you watch the TV/Radio commercials during commercial
break?
Informative
Entertaining
Creates awareness
It’s irritating
Annoying
Waste of time
3. What mode of advertising influences you to buy/suggest any product?

Magazines and newspaper
Friends and relatives
TV Commercial
Online advertisement
Social Media – Blogs, forums, Social Networking sites
4. Which mode of advertising would you prefer? (Rank in order of preference)

TV commercials
Print Ads: Newspaper, Magazines
OOH: Banners, Posters
Online Ads: Banners, Emails
5. Which mode of Advertising would you trust? (Rank in order of preference)

Recommendations from consumers
Radio
TV
Newspapers
6. I change the channel during commercial breaks…
67
Never
Depends on ad
7. Do you see/check online ads/mails when you surf the internet?

Sometimes
Depends on ad
Often
8. You use the internet for

Chatting and Social
Email
Information
Entertainment
E-Commerce
Downloading
9. You cannot live without… (Rank in order of preference)

Computer with Internet
TV
Mobile
IPod/ Music Player
Books
10. Do you think that the face of advertising is transforming in terms of technological
and cultural impact?
Yes
No
{Signature of
respondent}
68

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DIGITAL MARKETING IN INDIA

Batch : (2015 – 18)

Roll No. - 150241228

Under The Guidance Of

Prof. Neha Chawla

SCHOOL OF BUSINESS STUDIES

SHARDA UNIVERSITY, GREATER NOIDA

University Plot no: 32, 34 Knowledge Park 3 Greater Noida.

Date:13/04/18 Rishabh Singh

Place:Greater Noida Roll No.-150241228

Place: Greater Noida Signature of the Candidate

Date: 13/04/18 Rishabh Singh

SR TABLE OF CONTENT PAGE NO

I} BENEFITS OF DIGITAL 36-37

1. The act of buying or selling in a market.

Philip Kotler formalized this evolution with

B.} OBJECTIVES OF MARKETING MANAGEMENT

Some examples of marketing objectives which meet these criteria are

 TO Increase company sales by 25% by 2016

C.} EVOLUTION OF MARKETING

A} OBJECTIVES OF DIGITAL MARKETING

2. To Improve conversion rate

3. Percentage of return visitors

4. Organic traffic volumes

5. To Reduce bounce rate

B} Advantages and Disadvantages of the digital marketing

Pull digital marketing Push digital marketing

Pros: • No restrictions in terms of • Can be personalized --

Cons: • Considerable marketing • Compliance issue – each

C}. PULL Digital Marketing

D}. PUSH Digital Marketing

2.1. Mobile marketing

Mobile marketing offers an important means for building up cooperation relationships,

2.2. Text messaging marketing

2.3. Multimedia messaging

E.} DIGITAL MARKETING STRATEGY MIX

PRIORITY ONLINE MARKETING TACTICS

F.} 7 p’s OF DIGITAL MARKETING

G.} UNDERSTANDING THE INTERNET CUSTOMER

Now to be able to use the seven P’s effectively in

H] BRAND BUILDING ON INTERNET

 Product and service customization

 The Evolving Risk Profiles

 The Evolving Supply Chain

I.}CRICITAL SUCCESS FACTOR OF DIGITAL MARKETING

 Attracting the Right Customer

 Delivering Content Value

 E-Learning to facilitate personalized interactions

J.} BENEFITS OF DIGITAL MARKETING

2. Information: Customers can find reams of comparative information about companies,

3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to

Digital marketing also provides a number of benefits to marketers

What is digital advertising?

A.} Digital Advertising vs. Traditional Advertising

Traditional Advertising Digital Advertising

B.} OBJECTIVE OF DIGITAL ADVERTISING

C. } FEATURES OF DIGITAL ADVERTISING

 Member registration: Member registration is an efficient tool that is used by firms to

D.} TYPES OF DIGITAL MARKETING

 Affiliate Marketing: Affiliate marketing is a form of online advertising where advertisers

Today, this is usually accomplished through contracting with an affiliate network.

 Behavioral targeting: In addition to contextual targeting, online advertising can be