In partial fulfillment of the requirements for the degree of Bachelor of Business

Administration affiliated to Punjabi University, Patiala

SUBMITTED TO: - SUBMITTED BY :-

MR. KARAN SINGH RUPINDER KAUR

Assistant Professor BBA 6TH SEM

ROLL NO-1238

(CORDIACOLLAGE, SANGHOL)
[AFFILIATED TO PUNJABI UNIVERSITY,
PATIALA]

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2
 DECLARATION

I hereby declare that the final project report “Internet Marketing in A2it Company Mohali
’’submitted in partial fulfillment of the award of the degree of bachelor of Business
Administration (BBA) to Cordia institute of Business management Sanghol, Dist. –
Fatehgarh Sahib (Affiliated to Punjabi university, Patiala) is one of my original works and
not submitted to any other degree, fellowship or other similar title.

Rupinder Kaur

Roll No:-1238
BBA 6THSeam

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 ACKNOWLEDGEMENT
I have taken efforts in this project however; it would not have been possible without the kind
support and help of many individuals. I would like to extend my sincere thanks to all of them.

I am highly indebted to my project guide Lect. Mr. Karan Singh of Cordia institute of
business management, Sanghol for her guidance as well as for providing necessary
information regarding the project also for her support in completing the project.

I also want to pay my thanks to all the other staff members who provided me useful
information, which I required for my project.

I would like to express my gratitude towards my parents Member of my family for their kind
cooperation and encouragement which help me in completion of this project.

Rupinder Kaur

Roll no-1238
Class-BBA 6th Sem

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 TABLE OF CONTENTS

Sr.No Particular Pages

1. Introduction of A2it 6-12

Company ,Mohali

2. Introduction of the topic 13-22

3. Purpose need of the 23

study

4. Objectives 24

5. Review of literature 25-27

Research methodology 28-39

7. Data interpretation 40-68

Recommendation
8. 69-70

9. Suggestions 71

10. Conclusion&Reference 72
Bibliography
11. 73

12. Questionnaire 74-75

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 INTRODUCTION TO THE
ORGANISATION
INTRODUCTION OF COMPANY
A2itsoft is an integrated IT solutions and
service provider headquartered at
Chandigarh, India. Our offerings span
across Software Product Engineering,
Application Development, Application
Management, Mobile Application
Development, Enterprise Business
Solutions, Business Applications and
Consulting. With an indomitable spirit to succeed, A2itsoft made a modest start in the year
2001, from a small office with a team of six. Today, with over a hundred people family, we
have come a long way and the same inspiration to achieve continues to drive us from one
success to another.
We have a global footprint with development center at Hyderabad and Sales & Customer
Service centers in Hyderabad, Australia, New Zealand, Canada & UK catering to our clients
spread across the continents of Asia, America, Europe, Australia and New Zealand

SERVICES BY A2ITSOFT
AUTOMOTIVE INDUSTRY:
A2itsoft helps by focusing on competitive differentiation while steering toward value in areas
ranging from global manufacturing to after-sales and services.
In line with the constant change that the automotive industry experiences, A2itsoft tracks,
analyzes, develops and implements industry solutions that cover every aspect of the business.
We have been creating cutting-edge solutions for our automotive customers around
engineering, electronics, new materials, systems integration, plant automation, testing,
quality, energy management, alternative technologies, procurement and logistics, market
penetration and after sales service.
Our services provide the automotive industry with solutions that drive efficiency while
significantly reducing production costs without compromising quality.
Our solutions help automotive manufacturers adapt to change and rapidly reshape their
business, improve sales processes, strengthen their brands, address new markets and build
lasting relationships with their customers.
-APPLICATION DEVELOPMENT:
Software Product Engineering is a systematic end-to-end process which involves stages
beginning from the nascent Research & Development, through the stages of Software
development lifecycle including Requirement gathering, Designing and Building the product,
QA and Testing, Implementation, till Support and Maintenance of the product to ensure that
the final product is reliable, efficient and cost-effective.

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A2itsoft, since its inception, has embraced product engineering as one of its core business
focus. Our proven expertise enables us to offer comprehensive and fail-proof methodologies
to ensure you meet the dynamic market demands and introduce products faster to the market.

- Cloud computing
A2itsoft’s integrated cloud platform can provide your organization the architecture required
to amalgamate your business requirements with IT projects, breaking traditional barriers and
simplifying access to information in order to deliver better business outcomes. We help create
a seamlessly integrated, efficient yet flexible foundation that can scale to meet your service
needs, optimize your workloads, while empowering your organization to define and create
new services & offerings.

- Desktop application development

Desktop applications provide the security, control and reliability which the web applications
though popular and sophisticated, cannot match up to the Desktop applications we engineer
bring out the best of both, as we offer the power and performance of desktop applications
with the modern user interface of web applications. A2itsoft perseveres to rapidly transform
your dynamic ideas and concepts into new products and applications while improving
application performance, reducing your business operations’ complexity, and accelerating
your business productivity.
Our industry expertise and technical experience in the development of desktop, client-server,
Intranet and Web-based applications has enabled us to offer enterprise solutions for a broad
spectrum of industries, including IT, Financial Services, Hospitality, Medical, Energy,
Transportation, Real Estate, Education etc. for different geographical areas.

- Mobile Application Development

Significant breakthroughs in mobile technology and connectivity have given rise to a
phenomenal increase in the number of mobile applications being used today, in all walks of
life. The reach of mobile apps has pierced the business domain and is bringing in changes
never seen before.
By collaborating with leading technology partners, A2itsoft empowers you to stay abreast of
the mobile technologies and innovations being churned out regularly. Our industry expertise
and technical experience in the development of desktop, client-server, Intranet and Web-
based applications has enabled us to offer enterprise solutions for a broad spectrum of
industries, including IT, Financial Services, Hospitality, Medical, Energy, Transportation,
Real Estate, Education etc. for different geographical areas Our dynamic and path-breaking
mobile applications are designed to increase business productivity and application efficiency.
Our dedicated team of mobile application experts can design and develop a custom
application to suit your business needs. The application can be built from scratch or the
aesthetics of your existing application can be enhanced to meet your specific requirements.

- RIA Development
Internet has come a long way since its advent, right from the static websites to the much
richer and interactive experience provided by multitude of dynamic websites today. This is
achieved by Rich Internet Application (RIA), which is a web application that provides
unparalleled full-featured functionality through various web platforms.
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- Web Application Development
Organizations need to adopt an agile, pioneering and outgoing approach to strategically
address complex web application issues and simultaneously increase revenues while reducing
operational costs. With A2itsoft’s proven and practical standards of tailored web application
development, you are provided with the right solution that is efficient, reliable and secure.
The solutions to RIA Development are as below:

 Content Management System (CMS)

 Shopping Cart applications with real time credit card processing.
 E Help desk management systems (CRM)
 Ecommerce websites
 Health care management solutions
 Hospitality solutions

INDUSTRY INTEGRATED SERVICES:

The world of tomorrow is one where uncertainty and fierce global micro competition is going
to be the norm. Rightly so, the world is looking up to innovation in the triangle of technology,
sociology and the environment to help them deal with these changes.

This innovation is coming to the fore in various hues and has shifted from the core to the
edge of the enterprise. This is being driven by the rise of trends like analytics, mobility, cloud
and as-a-service, even as the future will see newer technologies such as machine-to-machine
(M2M) communication and natural user interface (NUI) fast becoming mainstream.
Sensor - With broad industry and deep technology experience, A2itsoft is the market leader
in automation systems. With our unique capabilities, we offer an unrivaled comprehensive
portfolio of sensor systems suitable for diverse industry applications. Our intelligent, robust
products set the benchmarks for precision and reliability, and can help you improve your
competitive edge.

Network Protocols - A2itsoft has rich experience in providing solutions and services in the
area of communication protocols and drivers. Our service offerings in this domain include:

- Design, Development, Porting, Integration and testing of Protocol stacks

- Driver development for communication modules
- Application layer stacks
- Standard and customer specific communication modules
- PC tools – Analyses, simulators and data loggers

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SOFTWARE PRODUCT ENGINEERING:
A2itsoft has embraced Software Product Engineering as its core business focus, since its
inception. Our dedicated team, that brings decades of experience together, thrusts great
emphasis on meeting the demands of global organizations that wish to outsource their
product development. We assure software product engineering services that can help you
reduce your costs and offer you quality products, delivered within your estimated timeline.

SEARCH ENGINE OPTIMISATION:

A2itsoft is offering strategic search engine marketing solutions. Our team of specialists can
help you with SEM needs to generate the highest marketing results possible leading to create
high visibility. We come with a great zeal to anticipate new trends and implement these new
strategies for our client’s website to help it in ranking higher with the major search engines.
We initially research about the business and the marketing goals and then recommend the
optimal combination of services and customize the strategy to match your unique needs,
capabilities and business model.
SEM Keyword Research – Initial priority being Keyword research, involves us researching
yourmarkets measuring the competition for these keywords, what your competitors are
targeting and what your potential customers are searching on.

Competitor Analysis– To research the competitors and their search engine marketsprocesses
and targeted customers. Resulting in a sem strategy focused directly on achieving the highest
rankings for the most relevant keywords.
Campaign mapping– Strategize and Map SEM campaigns resulting in optimizing and
improvising the process.
Ad creation– To create innovative text and image advertisements.
Bid Management– Understanding the value of clicks; this includes managing the bid levels at
various stages of the campaign.
Contextual Advertising– Delivering ads to target web sites, portals and social media sites that
are directly related to the content being viewed, helping to ensure that the right audience gets
your message.
Campaign tracking and reporting – One of the key benefits of SEM over other traditional
MARKETINGvehicles is the highly measurable results. We believe in regular reporting so you
can track your campaign progress every step of the way. Reports of ranking, link building,
progress and analytics are delivered on time.

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1.3VISION AND MISSION OF THE COMPANY

VALUE TEAMWORK
A2it Team values collaboration. In a teamwork environment, people understand and believe
that thinking, planning, decisions and actions are better when done cooperatively. People
recognize, and even assimilate, the belief that “none of us is as good as all of us.

LEAD BY EXAMPLE
We understand every company has a different requirements and unique parameter when it
comes to Web Designing and Development. In the competitive environment, we make your
projects to be able to stand out from your competitors.

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FOCUS ON THE FUTURE
We focus on the future, not on the past because better days lie ahead. It is time for us to turn a
corner and come together, put our differences behind us and focus on the future technologies,
in order to deliver the best in everything.

BE RESPECTFUL
We communicate openly, honestly, and respectfully in a timely manner. All emails and phone
calls which require a response will be answered within 24 hours or sooner. Internal A2it and
external communications with customers and teammates have equal priority.

CHALLENGE THE STATUS QUO

Our mission is that your requirements being met on time and with high quality. We deliver
products that are cost – effective and as per customer requirements. We translate technologies
into value for our customers.

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STRIVE FOR EXCELLENCE
Excellence is not just a word; it is an ethics in a2it. We try to make excellence a habit. We
deeply value customer satisfaction. We try our best to deliver product to customer within
time as per their requirements.

VISION
To be the competent and complete value added technology partner to our clients and be the
admired Global software solutions & services provider in Information Technology space in
our chosen markets.

MISSION
To deliver the right business solutions that integrate People, Process and emerging
Technology to help our clients to achieve the business benefits of a collaborative enterprise at
very nominal prices compared to market.

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 INTRODUCTION TO INTERNET
MARKETING
Contents

 Overview
 1. What is Internet Marketing?
 2. Benefits Of Online Business
 Conclusion

Overview
This tutorial series is going to guide you on how to set up and run your own online business and
market it through the Internet. It is designed to be followed by new entrepreneurs with either
very limited or no experience in Internet marketing or business.

Throughout the tutorial series you will learn not only the fundamentals of Internet marketing
and how it works, but also practical strategies that you can use to start making money online.
A good Internet marketer should have expertise in a variety of different fields, and by the end
of this tutorial series you should have the education necessary to be confident in setting up
and marketing an online business.

The first tutorial in this series will explain exactly what Internet marketing is and how
business’s profit through this field. You will also be introduced to affiliate marketing, which
is the recommended way that you break into the Internet marketing industry if you do not
already have your own products to sell.

1. What is Internet Marketing?

Internet Marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. What started as a cottage
industry in the early nineties has mushroomed into a global multibillion-dollar industry that
has been embraced by industrial giants such as Microsoft and General Electric.

The Internet has reduced the world into a global village, has made distance irrelevant and
time zones little more than an inconvenience. Businesses in the remote parts of India can
easily service clients in the bright cities of America, while goods produced in China are sold
to consumers in all parts of the world.

The Internet has made all this possible and made Internet Marketing a reality.

Internet Marketing offers anybody over a certain age with access to a computer and access to
an Internet connection, the opportunity to go into business for themselves with little or no
start-up costs.
There are two main ways to conduct business over the Internet.

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You could either sell your own products and services, in which case you will be doing
business as a merchant. Many people though, have neither the time nor resources to create
and offer their own products or services. Fortunately for this large group of people they can
still earn significant sums of money as affiliates.

Affiliates are Internet Marketers who are actually middlemen or women. They will typically
have a website of their own, and on this website they will promote or review a product or
service that is provided by a third party (the merchant). Affiliates earn money by joining the
affiliate programs of merchants, and earn commissions when visitors to their websites go to
the merchant’s website by clicking on either a textual or graphical link strategically placed on
the affiliate’s website.

In the brick and mortar world, businesses only make profits when they make sales… they
only make sales when they have customers and clients… which they only get when they have
prospects. Do you see the trend?

It all starts with prospects.

It is the same with Internet Marketing. You could have the biggest, baddest and even best
website in the world, but without prospects, your website is dead on arrival.

So the million-dollar question is ‘how do you bring prospects to your website?’

As you might have guessed, it is no different with Internet Marketing.

For advertising, Internet Marketers advertise on third party websites using banner adverts or
plain text links. They can also use Pay-per-click campaigns, of which Google Ad word is
probably the most popular. We will talk about this in more detail later.

Finally, you have passing traffic. For most Internet Marketers this is usually the cheapest and
largest source of prospects. It usually involves Search Engine Marketing – where marketers
try to get traffic by ranking high in the search engines. The technical name for this effort to
rank high is ‘Search Engine Optimization’ (SEO). As you well know, Google is by far the
largest search engine, so you can’t talk about SEO without mentioning Google’s role in
Internet Marketing. We will visit this in more depth later.

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 Internet Marketing – Scope and Types

Where would we be without the Internet today? Lost souls searching for a purpose in life?
Something like that! The Internet has moved from computer screens to portable tablets to
even your mobile phones! Who would have thought that an age such as this would arrive?
Everywhere we go, we see people straining their necks to look deep into their phones. For all
you know, they’re even shopping for shoes and clothes on their phones. Internet mar
ketinghas caught on like a rage, and nobody seems to want to let it die down.

With several companies starting websites almost overnight, it becomes hard to keep track of
how many there are exactly. It is this very fact that keeps Internet marketing alive and
kicking. The more websites and web pages that are born, the more scope there is for
marketers to explore the Internet.

With the scope of Internet marketing rising every day, there are various types of Internet
marketing options available today, including full-service solutions like various Internet
marketing franchises.

Display advertising
True to its name, this kind of marketing suggests placing banners or banner ads on other
websites or blogs, also known as third-party websites, to create traffic and awareness to your
own website. Usually, if you own a clothing line, you can place an advertisement of your line
on a popular clothing blog. Thus, when a user surfing through the Internet logs in to read the
blog’s latest entry, his or her eyes will definitely catch a glimpse of your clothing line by the
side. These Internet marketing franchise offers full-support package and training on display
advertising if you wish to learn more about it.

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Search Engine optimization (SE0)
SEO has become a popular form of marketing these days. The process of increasing visibility
to your website, web page or blog entry involves search engine optimization. This can be
paid for by marketers or worked upon. If your site is popular anyway, this will help SEO
experts study that site to find out why it is doing well. Based on that research, they can help
other sites achieve what your site has in order to gain visibility among the search results
Social Media Marketing
If you’re not a social media enthusiast or not connected to that world, you’ve lost out on a
little something almost every second! Social media is based on real-time events and lives of
people. With the advent of popular social media such as Facebook, Twitter or LinkedIn, there
is no better place to start marketing than here. Already connected to a large circle of friends,
when marketing, these are the first people you target. When word spreads among them, you
have already started your advertising and marketing process. Your next step would be to
create a page of any of the social media sites or place banner ads on other similar pages.

There are countless other ways in which marketing can be done over the Internet. These are
just a few popular options followed. However, these keep changing, and it’s best to keep
track and use what is popular in order to be seen and remain noticed. Alternatively, you can
let expert companies like Spot on Internet marketing franchise do all the work so that you
don’t have to keep a tab on every little tidbit related to social media.

Benefits of Internet Marketing

The days are gone when only top-rated corporate bodies embark on internet marketing.
Not just for the high cost involved but also, the technical aspect of going online was
sophisticated that only techie savvy could think of internetmarketing. Much of the
technical work that, as at then required outsourcing, can easily be carried out by newbie
on a click of mouse. This gives rise to tremendous opportunity for both small-scale as
well as large-scale businesses to improve their sales through web marketing.
Today, world attention is focused on internet; people of all ages, background, ethnic and
social status are well attached to internet in one way or the other

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Some of the benefits of online marketing and advertising are enumerated
thus:

1. Broad and global Reach

2. Highly adaptable to multitasking
3. Residual and continuity effect
4. All-hour based marketing service
5. Cost-effectiveness
6. Time-effectiveness
7. Automation versus delegation
8. Convenient, easy and quick service delivery
9. Follow-up and after-sales relationship
10. Advertising to target markets
11. Instant transaction execution with digital payment service
12. Customers’ data collection and personalization
13. Easy tweaking & positive change to marketing and advertising campaign on the go
14. Diversification
15. Standard measure of the cause and effect
Online Marketing Benefit One – Broad and Global Reach

What is more important to business owners and marketers than to get their products and
services across to wide prospects base! With internet, online businesses, both medium and
large-scale, are accessible to millions of online users. Your advertisement reaches global
prospects through various online marketing strategies like email marketing, blog/content
marketing, social media marketing, pay-per-click (PPC) advertisement. Prospects translate to
money and as such, the more reach your marketing claims, the more the prospects. When
numbers of prospects skyrocket, you have opportunity for more customers and sales and you
make more money which is the ultimate goal of every business.

Online Marketing Benefit Two – Highly Adaptable to Multitasking

of the core advantages of online marketing is the ability to attend to millions of customers
and consumers simultaneously. Once the infrastructure is efficient, huge numbers of buying
and selling transaction take place within your virtual estate without diminishing the
satisfaction of each customer purchasing various items.

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Online Marketing Benefit Three – Residual and Continuity Effect
One of the great benefits of online marketing is its inherent residual effects. Content
marketing on websites and blogs remains functional and working to promote your products
and services years after the marketing campaign to the content or products is over. E-book
marketing produces long-term and viral effects after the production. For instance, If you run a
campaign to improve traffic to your landing page, the residual power of such marketing
remains effective years after the campaign might have been stopped.

Online Marketing Benefit Four – All-Hour Based Marketing

Internet marketing is all-hour based. Your marketing campaigns run 24 hours a day, 7 days a
week. You aren’t constrained with opening hours, neither are you to consider overtime
payment for staff. Regional or international time variation/difference doesn’t affect the
availability or reachability of your online ad copy campaign and offer. Anytime an individual
opens a computer connected to the internet, S/he’s tendency to see your marketing campaign
as opposed to usual traditional offline marketing. Customers search the products offered at
their convenient time as long as they like – no hasten, no fear of closing. The users own the
opening and closing hours for shopping.

Online Marketing Benefit Five – Internet Marketing is Cost-Effective

Internet marketing involves less or no start-up-capital. You might start blog marketing, social
media marketing, email marketing with less investment compared to traditional marketing
which greatly lies on the factors of production – Land, capital, labour, entrepreneur. These
are not prerequisite to online marketing and translate to reduced cost of production,
advertising and marketing since no money is incurred on staffing, procurement of business
premises and middlemen. Offline traditional marketing like newspaper, radio, television and
banner may cost thousands of dollars while fraction of such can run PPC advertising on
Facebook, Google and other PPC companies.

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Online Marketing Benefit Six – Internet Marketing is Time-Effective
Internet marketing is fast and easy to start. You can set up a campaign at any time convenient
for you. For instance, email marketing which is one of the best internet marketing strategies
can be set up in a matter of hours. Within few minutes, you set up the auto-responder and
start marketing even with a list of one subscriber.

Online Marketing Benefit Seven – Automation versus Delegation

Another advantage of online marketing is the power of easy, one-mouse-click automation. In

traditional offline business and marketing, marketers leverage the benefit of delegating best
hands for various tasks while internet marketing has a better time-savvy opportunity. That is
the opportunity to get every aspect of your business fully automated. You search for the best
tool for your marketing campaign and all is done. You spend your time doing something else.

Online Marketing Benefit Eight – Convenient, Easy and Quick Service

Delivery
Marketing online is incredibly convenient. It has easy accessibility. Consumers incur no cost
in reaching the internet markets anywhere in the world. This removes the cost of
transportation to purchase goods across borders. It is a great plus to importers as they make
the online order right in the comfort of their home. Delivery process of sale items can easily
be tracked online. Consumers get digital downloadable products on a click of mouse. What
better experience is beyond shopping in the comfort of one’s room with a bottle of juice on a
table for refreshment?

Online Marketing Benefit Nine – Follow up and After Sales Relationship

It is a common practice in traditional offline market to see merchants giving their business
cards to customers after sales. Most times the customers, on such occasions, misplaced the
cards. It is only when the need arises for the service they begin to think where the card is, if
the customers at all think of going back to the seller. In internet marketing, suppliers easily
capture the email addresses of both the buyers and the prospects.

The email provides valuable information on the product purchased, special discounts and
coupon available on other goods and services, introducing new products to the customers.
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Social media are great avenues to interact consistently with your customers making them
your valued audience.

And since the target prospects are often alone while making purchase decision, they are not
likely distracted by an accompanied partner.

Online Marketing Benefit Ten – Advertising to Target Markets

Internet marketing earns the advantages of ads targeting based on numerous factors such as
gender, age, location, interest and hobbies. Advertising and marketing campaign could be
targeted by filtering these demographic factors. Two or more factors can be combined to
establish target market. Decision can be made to target advertising on female aged between
22-35 in the unite state for a particular product or niche while elderly people can be targeted
for another service.

If you want to market a retirement saving program, you might target young people(who have
long saving span) while retirement planning programme might be more appropriate for older
people who have worked close to the retirement age.

Targeting can be very difficult in traditional advertisement like television, radio, magazine,
newspaper if at all achievable. On the web, you can create interest-based targeting,
behavioral-targeting PPC in Google and other PPC advertising networks.

Online Marketing Benefit Eleven – Instant Transaction Execution with

Digital Payment Service
Online transaction is easily executed with digital payment service. There is no need to carry
bulk cash along on the path of both marketers & customers. Neither do they have to go for
cheque clearance. All payment processing solution of the transaction is executed by a third-
party payment processing company such as Pay pal.

Online Marketing Benefit Twelve – Customers’ Data Collection and

Personalization
Customer’s data are collected through:

 Customers’ profiles/behaviours on the business site: This includes location, age,gender,

viewed products, link in (referrers), link out (site visited after living your site), pages
visited on your website
 Internet tools, tracking software
Internet marketing fares better than traditional marketing in terms of customer data collection
and personalization. Millions of customers can be served with varied products/items in the
same online shopping mall based on each customer’s signified interest as indicated by
their white list, former products purchased, pages visited, internet protocol (IP) address and
internet cookies. Other means of personalization are opinion poll, survey, geo-targeting.

20
This makes it easier for online shoppers to get their desired products in no time without
trouble. Shopping carts most often provides filtering factors for customers. Examples of
product filtering are price-based filtering, free-shipping, product categories etc.

Online Marketing Benefit Thirteen – Easy Tweaking & Positive Change

to Marketing and Advertising Campaign on the go
Online tweaking is inevitable to optimize your marketing effort. Online advertising is very
easy to tweak on the go whenever a need is considered vital to the campaign without service
interruption, downtime or stopping the whole system. You may change the appearance of the
business shopping mall by changing few lines of the CSS linking the page and the whole
page take a complete new look. Your ad copy on various networks can be tweaked and
updated without sacrificing a long downtime period.

Online Marketing Benefit Fourteen – Diversification

Diversification is important in marketing and advertising your business to target audience.
This means using many variants of tactics to reach prospects. Online marketing makes such
diversification a lot easier. For example, if you want to run search engine advertising (SEA),
social media advertising (SMA), it is easier to consider 2 angles:

 Pay Per Click search engine or social media advertising

 Outsourcing a SEO techie to optimize your business page for organic free traffic
For content marketing, you can run a business blog alongside your business website to create
a marketing mix to enhance your marketing and advertising reach for your products and
services. Similarly, you can integrate mobile marketing strategies with your email marketing
campaign. You might also consider creating ads of different format to target specific set of
people and bring in much awareness. This kind of advertising and marketing diversification
in online marketing eventually produces snowballing effect for the success of your online
business.

Online Marketing Benefit Fifteen –Easy, Low-Cost, Hurdle-Free Tracking

To have a standard measure of the cause and effect, every marketing campaign you take has
to be tracked. Otherwise it’ll be difficult to understand:

 Campaigns that are profitable and those that aren’t.

 Why some of the campaigns fail to yield expected result and what made others work
better.
 The action steps you can take to optimize your campaign strategies to give better result
and high return on investment (ROI).
 Your customers’ behaviours, their interests and experience.
 The right things you have done to do more of it.
Online marketing affords you the opportunity to easily track every marketing campaign. Let
take for instance, pay-per-click (PPC) search engine/content campaign you lunched, system
tracking helps you know when the ads was clicked, who clicked it, from where it was clicked,
how long the users stay on your business site, What did they buy, to where did they navigate
and how they leave your site.
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Conclusion

Many benefits are derived from internet, if you have a business offline; you can take it to
another level by creating an online presence for marketing your prospects throughEmail
marketing campaignyou can also subscribe to my blog post and get it delivered to your inbox
as soon as it is published. We like to hear from you. Drop your opinion in the comment box
below.

 Banner advertising
 Affiliate marketing through affiliate marketers and joint ventures
 Pay per click search advertising
 Social media marketing
You can also subscribe to my blog post and get it delivered to your inbox as soon as it is
published. We like to hear from you. Drop your opinion in the comment box below.

22
 THE PURPOSE AND OBJECTIVES OF
MARKETING AND INTERNET
MARKETING
Internet marketing as well as marketing has the same purpose and goals. The company must
be in constant contact with clients in order to be listened to their needs and on the basis of
themstudied and built products and services, and building communication channels that will
meet your goal

The aim would be to keep old customers and find new ones in order to place products and
services.

What we can do with the Internet marketing?

With the aim of promoting and selling products and services, Internet marketing, you can
precisely define and segment your target audience and send her a personalized the message.
The best thing of all is that it is possible to measure, so that all the actions, tools and channels
you can correct and improve.

If you are working on the development and improvement of products and services is very
simple, you can make the market studies and find out about the needs of potential and
existing customers.

People on the Internet are not passive consumers, they have the rozle of critics who comment
on the contents of the, editors and you want the content to other people.

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 OBJECTS OF AN ONLINE BUSINESS
(CLICKS BUSINESS)

If your business is solely based online your objectives could be:

1. To inform users of your web presence and the benefits your business offers over its
competitors (your USP - Unique Selling Point).
2. To persuade users to use the services of the firm. This could be done by offering a
discount for a limited time.
3. To make sure the business is listed in most popular search engines and directories
(SEO - Search Engine Optimization).
4. Keep customers updated about new products and changes to business services.
5. Make sure that customer have a pleasant website experience by continuously
improving the navigation of the site.
6. To increase market share over a specified period.

24
 LITERATURE REVIEW
(E-MARKETING)
Since, the advent of the Internet, it have been profound changes in the way we live, work or play.
Among other things, it has changed the way we interact with each other, the way we work and do
business and the way we learn. Nowadays, online shopping became more and more popular. Lots of
young people like to buy the things on the Internet. Thus, it product a name called Internet Marketing
that it also referred to as i-marketing, online-marketing or e-marketing is the marketing of products or
services over the Internet.

Other two important parts which are online marketing business and customers (users).Thus, I
will analyze the behavioral characteristics of the online marketing customers. At the same
times, online business should get some marketing strategies to influence consumer network
and psychological behavior.
Well, I would like to talk about the E-marketing environment. The marking environment is a
wide range of elements in the markets, including the macro-environment and the micro-
environment (principle of Marketing, 2008). With the development of Internet, a larger
number of young people and business people rely on Internet, and spend much time on
Internet. Thus, it brings a huge chance for E-marketing. At the same time, E-marketing is
more ecological, as it does not waste environment and reduce the intermediate links.

25
Now we talk about the analysis of E-marketing. Most sellers are familiar with the four stages
of the customers’ buying process, around which marketing activities can be planned. The four
stages are need-and-want recognition, information gathering, evaluation and purchase. Within
each stage, sellers have the opportunity to improve the customer experience and influence the
customer through all stages toward a purchase

.
E-marketing strategy is also a important method to promote the purchases. Online shopping is
not like to go shops. When you want to buy cloth online, you cannot try it, you just relying on
the pictures served or your feeling. To solve this problem, most of online shops apply more
information about their goods such as different colors and different angle pictures, even some
shops upload the video on the website. Larger people prefer to purchase products online,
which is cheaper. For example, you spend $300 buying a computer on the Internet, but if you
brought in a shop, perhaps you would cost $400 or higher. Actually, this is also a strategy,
seller put a lower price to attract more people to visit, then seller may sell more goods. Some
of websites recently hold some activities such as ten people make a group to buy goods that
they will get a lower price or you buy 100 pieces purchases that you get 25% discount. No
matter what strategy
they use, the purpose is to sell more purchases

26
Compare E-marketing and traditional market, it have lots of things we can discuss. Firstly,
traditional marketing is much more expensive than E-marketing. That is why most of young
people like to buy the purchase on the Internet. With E- marketing, you can have direct
communication with thousands upon thousands of customers and prospects world-wide from
your desktop. It is very convenient people to select purchases. However, if you choose
traditional way that will waste long time to go each shops. Sometimes, people want buy
expensive purchases, it better to choose traditional market as you can touch and try the
purchases.
In conclusion, new media turn our life. E-marketing change our habit and also bring a new
way to sell the purchases. At the same time, it create lots of jobs and decrease the rate of
unemployed and promote the development of small companies. Nowadays, more and more
people use blog, video, digital picture to record their life. New media have become a very
important in our life.

27
 INTERNET MARKETING
METHODOLOGY

The typical goal of Internet marketing is to attract prospects on the Web to your website and
then get those targeted prospects to enter into a relationship with you. We are experts in
helping our customers accomplish these goals by providing website promotion and visitor
conversion.
But there is a lot more the Internet can do for your business. In addition to web-based lead
generation, your Internet strategy may include reducing operational costs, as well as,
increasing customer loyalty, partner or channel development, and market analysis. Because
we are experienced, versatile marketing pros, we can share our many years of experience in
these areas with you, to help you make wise choices and avoid pitfalls.
Our methodology can be summarized as follows:
 Define business goals, target audiences and messaging per audience
 Measure existing Internet presence and programs
 Define / refine Internet marketing strategy
 Implement
 Measure results

28
Internet Marketing Goals, Target Markets and Strategy
We begin our relationship with you by asking a lot of questions about your business. What
are you selling? Who are the buyers? What “pain” are they experiencing that your product or
service addresses? How do they typically find out about products or services like yours? If
buying decisions involve more than one person, what are their roles? Who is your
competition and what are their strengths and weaknesses? Who are your potential partners or
affiliates you want to most attract?

Define / Refine Internet Marketing Strategy

Once we understand the fundamentals of your business, we explore how you could leverage
the Internet to enhance your sales and marketing efforts. Who are the audiences that should
visit your website, what is your message to each audience, and what do you want each
audience to do before leaving your site? Are you tracking visitors to your site and measuring
the results of your online campaigns?

Implementation
Part of our value to you is our experience with Internet marketing technologies, vendors,
government regulations and best practices. We draw on this experience to develop a plan and
provide implementation support from assistance to full development if you need it. Some of
our clients want to handle a portion of the implementation themselves, and that’s fine with us.
We work as your partner and call on our team of copy writers, graphic designers, marketers,
web developers and engineers as needed. We remain intensely focused on limiting your costs
and maximizing your profits through our work.

Measurement
One of the advantages of Internet marketing is the quick availability of results of initiatives
and campaigns. The results of even a minor tweak to your website, for example to increase
conversion rate, can often be seen in a matter of hours or days, making it easier to fine tune
and incrementally improve your site and your campaigns. Given this fact, it’s surprising how
few companies actually have an effective process in place to measure the results of what
they’re doing and feed that information back into the cycle. Market Vantage can take care of
the measurement, figure out “what it means” and provide you with the resulting decisions and
recommendations, to help you continuously improve your company’s Internet marketing
performance.
In order to remain consistent with prior studies, measures were adopted or transferred from
previous studies and associated theories. 44 total measures were utilized in order to capture
the various latent constructs, in which responses were measured by a 5-point Likert-type
scale ranging from 1 = disagree to 5= fully agree. In Effect of on-line Consumer Reviews 93
order to validate the instrument, 75 academicians in five different universities assessed the
relevance of the instruments. Some modifications were made to the questionnaire, on the
basis of the comments collected throughout this pilot study. After the pilot study a final
questionnaire was developed and administered to 604 academicians was randomly selected
from Tamil Nadu with using surveymonkey.com is an online survey tool that enables users to
create their own Web-based surveys. The research was conducted during the summer
semester of the 2009 academic year. The questionnaires were prepared in two parts. One part
29
of the questionnaires was related to the demographic information of the academicians and the
other part was related to the online consumer reviews perception of them. The reliability
coefficient for the construct ranged 0.81, which exceeded the recommended level of 0.70
(Nunnally, 1978). In total, 750 questionnaires were distributed to the selected samples, of
which 675 (87.3%) were completed by the respondents. 604 (80.5%) questionnaires were
finally adopted for further data analysis, after eliminating any questionnaires that had not
been properly completed. KMO value is calculated as 0,896 for adequate of sample. Kaiser
(1974) recommends accepting values greater than 0.5 as acceptable. So the KMO value
shows that data are suitable of factor analysis. According to the results of Bartlett test,
Approx. Chi-Square was calculated as 6902, 847 and highly significant level was p=000. The
results show that sample and data are adequate for factor analysis and therefore factor
analysis is appropriate.

7P’s of Online Marketing

POSTED BY BENJAMIN S POWELL / ARTICLES,

Continuing the theme of marketing principals online I wanted to talk about the 7p’s model
that was originally proposed in the early 50’s by a fellow called Jerome McCarthy. Well he
30
said there were 4ps, price, Product, Place Promotion and that was expanded on in the 80’s by
Booms and Bitner to include the people, packaging and positioning.

He stated that when developing your strategy of marketing there were some key concepts that
you need to think about and get right to be able to successfully market a product.

I am a believer in always having a strategy for action before starting anything. If you can get
that strategy in paper you’re doing really well, and better than I, but, it’s very important when
starting anything, especially if there is high risk to you financially or otherwise.

Starting a web store can be a very lucrative venture, however, if you don’t have your strategy
and your marketing mix ducks aligned you may shoot and miss, and that could be disastrous!

So I want to take the traditional concepts of marketing but put the into a context that anyone
can apply when working online, either with a product or a service based business.

Additionally, these concepts are cross cultural too, while the execution of some elements will
change, for example, if you’re selling socks online in Thailand you don’t show the soles of
people’s feet, but essentially the principals will apply to any culture.

31
 PRICE
Price is a pretty standard strategy to selling, either being so cheap as to beat your completion
or so expensive you are branding as a prestige product. One element that I feel a lot of sites
do seem to forget is that the price you set isn’t the price that people pay. Of the two biggest
factors to losing an online sale is trust and shipping. The Shipping cost is the biggest. If I
want to buy a t-shirt and its going to cost me as much to get it to my door as it is to just buy
it, then you are more than likely going to loose my custom, and I don’t believe that I am
alone.

I saw something recently in a video lecture from Dan Ariely, an sociologist and Economist,
he spoke about a test that was done with online pricing. That test involved 3 different pricing
strategies, the product was a 2.50$ mug and the strategies were like this. One tested the mug
on line for 2.50$ and $2.50 for shipping, the second was a mug for 5$ and free shipping and
the third was a free mug, but $5 shipping.

All people were paying 5$ for the mug, but they perceived a different price based on what the
tag said. What they found was the Free product, even though they are paying the full price at
the end sold 45% more than any other option and the 2.50 + 2.50 option was the least
attractive of all of them.

What this point is to illustrate is that unlike a conventional store where people go and they
pay the tag price, your pricing will almost always include additional costs, so you need to
think about the total cost of your product to a consumer, not just the tag.

of course if you are selling a service then this example wont relate that well to you, and I will
in another post talk about pricing as a branding tactic, but you can see that what people pay,
especially online where price comparisons are every easy to make can be a very big influence
of how well you may do.

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 PRODUCT
Needles to say that you have to have a good product. I think that it’s pretty much the core of
what you are doing .Selling a product or service so it’s got to be good. How to you know if it
is good or not? I have personally started more projects than I care to remember but one thing
I do know, you have to be able to tell yourself that if you have a bad product, that it’s not the
fault of the public not knowing it’s as awesome as you think it is, but its a bad idea and that
you need to stop and move on.

Some simple steps to seeing if its a good product or not is to do some research on if this
product exists in the world and how well is it doing? Are others doing really well on selling
it? if so, what makes yours better than theirs? It may be that it hits one of the other P’s really
well that that is your difference but, if you can’t find the product elsewhere, there are two
options; the first one is that no one has ever made this before and you have something special
or second, it’s been made and tried and there was just no interest (the second is the one you
hope isn’t the case).

So firstly you need to ask other people if they would use your new product, or if they can see
others using it. Then you need to talk to a wider audience about it through surveys and
questionnaires, would they use it? Don’t be one of those people that think that if you talk
about your idea before you make it, then someone will steal it. It’s not going to happen, trust
me, you’re only hurting yourself though not doing any research.

Another really good option is to see if you can crowd fund the startup, even if you don’t need
the money, you can gauge the reaction of the public and how well it may do, but the interest
you get in the campaign. Of course there are many factors to take into account when it comes
to crowd funding, but its a supreme way to know if the public will like what you are trying to
sell.

PLACE
I live in Thailand and I don’t really do much shopping online as there are a lot of import taxes
and customs charges added on, and of course, I don t have much faith in the postal system
here, however, that doesn’t stop me totally.

Being able to sell to a specific geographic area can have a major influence on the success of
your store. An example is that when I make an online purchase of computer parts, for
instance; I will use a site called Lazada, as they specialize in delivering to my geographic
location, where in Australia I would use Ebay or Amazon without a second thought.

It’s a simple premise really, be where your customers are and make it easy for them to get the
product. An offline example of this is the now famous marketing campaign of Old Spice
body wash. This campaign was a global sensation, and I must say a brilliant piece of creative,
however, it was totally lost because when I went to the store to buy some, I couldn’t ever find
it.

33
They just weren’t in the right places, and they lost. I’m sure many millions in revenue
because their distribution was flawed in that respect. I’m not sure they know that the
campaign would go as well as it did, and I know that their sales did increase because of it, but
their sales increased in their current market.

If you can only service your local area then don’t market to areas beyond that service ability,
however, if you are global, also take into account that there are going to be factors to where
you can deliver effectively.

Also, if you can be where your competitors are not, then you have a fantastic opportunity for
domination of a market, take Lazada for example, they know that EBay and Amazon don’t
service my region well, and they have made a fortune specializing at being where their
competitors aren’t. Imagine if you have an entire shelf in an isle at the local market, you’re
going to do very well, so look at how you can apply that same tactic online as well.

PROMOTION
This is the nuts and bolts of marketing really, how are you going to get people to notice your
business and come to your store? You may have built the most amazing, user friendly website
in the world but if you don’t get any visitors then you’re just not going to get any sales. I
have spoken at length about how to drive traffic to your site, with Paid marketing, Social
media, Content marketing and email marketing, so I won’t go into detail, but, Promotion is
the essential part of you campaign, getting the people in the store.

When you have defined all your different P’s you can start to build the campaign around your
values and your differences, then you can construct and execute a campaign that will bring
the right customer into the store.

I would suggest that if you are building a marketing strategy based on the 7p’s then you
should do this last, as you can take all the elements that you have, be it location of your
service or the quality of your after sales service that is your difference and then market to that
strength.

34
 PEOPLE
I have seen this again and again, that people will build a site, stock it with product but then
totally fail when it comes to the customer service, side of it. Recently a customer asked me to
install a live chat service on their site, which I think is a fantastic idea, as it gives customers
an instant connection to your business, however, internally they totally forgot to manage the
operations of it and 90% of the time it stays unmanned and messages just go through to
email.

Exceptional customer service can play a big part in your success online, as an example;
Hostgtor, some time ago, used to have a very good and responsive service, you could go
online and within 2 min be talking to an operator and they would solve your problem in a
super professional way. Then they were sold and their customer service went downhill, it
took almost 30 min to connect on their live chat and because of that, I and many people I
know stopped using them.

The people in your business are just as important as the product itself. Can you deliver the
best experience you can for your customers? Is it something that your customers will tell all
their friends and associates about? If its not then you need to work on making it so.

PACKAGING
Traditionally, the packaging of a product was about shelf appeal, making your product stand
out from the sea of other competing products, but online, does it still have the same effect? I
think that it is losing its relevance Now, as if you are shopping online you are potentially
evaluating a product on other factors, rather than how much it stands out.
35
After delivering, first impressions count, so there may be an impact on repeat purchase if
your product isn’t very pretty, or if the bottle that it comes in is badly made or it falls apart,
however, the quality of the package will have some effect on the purchase.

I’m not just talking about the box that it comes in, I am talking about the shape of the bottle,
like skull vodka that actor Dan Ackroyd created or the colors or names you give the soda like
Coke zero or Diet coke. It can be the same product on the inside as the rest of your
competition, or even your other lines, however, the way that you wrap it up can effect the
perception of the product before the purchase is made.

If I use the coke example, Diet coke was traditionally purchased by women as it conveyed the
idea that it was somewhat less fattening than other coke products, but they were losing 50%
of the market as it didn’t appeal to them as much. So Coke introduces a new package for it,
makes the can black and calls it Coke zero and it’s an instant hit with the male market.

Same product, but different packaging.

POSITIONING
Lastly I want to talk about positioning. This doesn’t mean where you put your product on the
page of a site, although that can also have a conversion difference that I won’t go into now,
but I am talking about the place that a product sits in a person’s mind.

If you think about Rolex, Vercaci suits or Rolls Royce, you instantly think of a super high
quality, luxury brand that people aspire to owning. And if I talk about Ebay or Amazon, you
think of discounts, bargains and low prices.

Everything has a position in your mind, that you give a level of value to and as a marketer it
is your job to develop that position through your execution of these P’s outlined above. Is
your brand high quality and luxury? Thenits priced high, is available only in exclusive areas
and has exceptional customer service.
If your brand is about value, then its available everywhere, low prices and people will not
expect much after sales service.

If you are creating a marketing strategy you need to take these 7 P’s and put together a plan
that addresses all these elements and how you are going to execute the campaigns. Then with
this strategy in place you can go online and dominate whatever market that you want to.

36
Measuring, Analysis and Interpretation of Results
The key to accurately measuring data is the interpretation aspect – what does it all mean? We
take the time to communicate your reporting results in a clear and understandable way so you
know what each one really means to your company. We include the good news and the bad
so we can recognize what is working and determine what is not in order to optimize positive
efforts and make necessary adjustments to minimize negative results.

Website performance statistics includes the collection, organization, analysis, and

interpretation of website data. This will include website visitors, website diagnostics, and
website marketing performance out on the Internet at large.

Bringing together the results from multiple data sources and organizing the information
requires a problem solving ability. Web marketing in general is in part a problem solving
process when it comes to interpreting the results to determine how performance can be
improved.

37
Communicating the Marketing Process
During the Analytics process we:

 Measure relevant data based on the research strategy and web marketing plan
 Compile data into on-going reports
 Analyze the data from multiple reports
 Interpret the results
 Communicate results to you in review meetings
 Strategize ways to continue successes and improve weaknesses with you
 Create action steps together to implement the new strategy

We meet directly with clients to explain every aspect of the analytics reports so you
understand what the numbers are and what they mean to your company and your ongoing
web marketing strategy.

38
Major Limitations of Internet Marketing
It is rightly said that the only thing constant in this world is change, no matter how powerful
or effective the impact of a thing or a person is, the time changes the situation.

Mobile replaced a lot of things like pager, calendar, codeless and many such things.
Typewriters were replaced by computers and in the same manner; internet marketing is
overtaking the market and getting popular along with conventional marketing.

But, there is one other saying as well, that every coin has two sides and so does this coin too.
Internet Marketing is undoubtedly the future of the Marketing as on daily basis people are
getting more and more obsessed with the virtual life. But still, there are a lot of potholes in
this road of the future.

Yes, internet marketing is tremendously helpful but there are some limitations which still
people and marketers need to overcome. Few of the factors are such that has still kept the
conventional marketing more preferable and in demand.

39
 DATA ANALYSIS
&
INTERPRETATION
1.1Introduction:

The term analysis refers to the computation of certain measures along with searching for
patterns of relationship that exist among data groups. The data after collection has to be
processed and analyzed in accordance with the outline laid down in research plan or
research design. This is essential for a scientific study and for ensuring that we have all
relevant data for making comparisons and analysis. Technically processing of data implies
editing, coding, classification and tabulation of collected data so that they are available for
analysis. Analysis particularly in case of surveys involves estimating the values of
unknown parameters of the population and testing of hypothesis for drawing inferences.
“Thus in the process of analysis, relationships or differences supporting or conflicting with
original or new hypothesis should subject to statistical tests of significance in order to
determine with what validity data can be said to indicate any conclusions.” Analysis
therefore may be categories as descriptive analysis and inferential analysis which is often
known as statistical analysis.

1.2Descriptive Analysis:

Descriptive statistics is the term given to the analysis of data that helps describe, show or
summarize data in a meaningful way such that, for example, patterns might emerge from
the data. Descriptive statistics are simply a way to describe our data. “Descriptive analysis
is largely the study of distribution of one variable. This study provides us with profiles of
companies, work groups, persons and other subjects on any of a multiple characteristics
such as size, compositions, efficiency, preferences etc.” Descriptive analysis is more
specific in that they direct attention to particular aspects or dimensions of research target.
Such studies reveal potential relationship between variables, thus setting the stage for
more elaborate investigation later. It is a search for broader meaning and research
findings. It is the device through which the factors that seem to explain what has been
observed by researcher in the course can be better understood and provides theoretical
conception which serve as a guide for further researches. It is essential because it will lead
towards findings of the study and proper effective conclusions of the study. Descriptive
approach is one of the most popular approaches in these days. In this approach, a problem
is described by the researcher using questionnaire or schedule. This approach enables a
researcher to expose new ideas or areas of investigation. Direct contact between
respondents and researcher is brought through this descriptive approach.

40
 1.3Inferential Analysis:

Inferential analysis is used to generalize the results obtained from a random (probability)
sample back to the population from which the sample was drawn. This analysis is only required
when: a sample is drawn by a random procedure; and the response rate is very high. The
methods of inferential statistics are (1) the estimation of parameter(s) and (2) testing of
statistical hypotheses.

In the present study researcher used descriptive statistical tools. Primary data is used
while analyzing and drawing inferences.

1.4 Descriptive Analysis of Primary Data:

This part of study is mainly focused on verifying main objectives of study. Researcher used
statistical tools like mean, standard deviation and graphs for analysis of primary data.

1. Profile of Respondents Survey for research work was conducted in the city of Mumbai
keeping in mind that online marketing is still a metropolitan phenomenon in the developing
country like India. Sample of 200 respondents was selected for survey. The questionnaire
included a segment on customers profile as a classification of their demographic factors such as
gender, age & occupation. During data collection phase, due care was taken in order to make
sure that the given questionnaire is completely filled by the respondents.

The detailed respondent profile is as follows:

Table no.1.1 Respondent’s profile

Age Occupation Gender

Student Service Self Total Male Female Total

employed

18 to 25 81 0 0 81 38 43 81
years

25 to 35 19 41 3 63 31 32 63

Years
35 to 45 0 47 9 56 29 27 56
years

Total 100 88 12 200 98 112 200

41
As seen in table no.1.1, Out of 200 respondents - 100 are students out of which 81 are
between the age 18 to 25 years & 19 are between the age 25 to 35 years. There are 88
respondents who are jobber out of which 41 are between the age 25 to 35 years & 47 are
between the age 35 to 45 years. Also there are total 12 respondents who are self-employed
out of which 3 are between the 25 to 35 years & 9 are between the age 35 to 45 years.

As far as gender wise segmentation is concerned, there are total 98 males out of which 38 are
between the age 18 to 25 years, 31 are between the age 25 to 35 years & 29 are between the
age 35 to 45 years. And there are total 102 males out of which 43 are between the age 18 to
25 years, 32 are between the age 25 to 35 years & 27 are between the age 35 to 45 years.

Importance of Integrated Marketing Communication:

Integrated Marketing Communication (IMC) is an approach used by organizations to create

brand awareness and coordinate their communication efforts. The American Association of
Advertising Agencies defines IMC as "a concept that recognizes the added value of a
comprehensive plan that evaluates the strategic roles of a variety of communication
disciplines, and combines these disciplines to provide clarity, consistency and maximum
communication impact." The primary idea behind an IMC strategy is to create a seamless
experience for consumers across different aspects of the marketing mix. Marketing mix
include the combination of various promotion tools such as print ads, outdoor ads, television
commercials, direct mailers, public relations personal selling, sales promotion etc.

It is the guiding principle that organizations follow to communicate with their target markets.
It is the most innovative function of marketing endorsed by advertising and marketing
practitioners. To understand the importance of IMC researcher asked respondents about
number of medium to get knowledge about any brand, sources of awareness of various
brands, amount of information required to take purchase decision and time spent in purchase
of any commodity. The details are discussed as below.

1. Number of medium to get knowledge about any brand:

In today’s market scenario, due to wide number of small & large as well as local & global
competitors; it has become difficult for the advertisers to reach their target audience exactly.
Ever-changing likes & dislikes of consumers have also provided the impetus to this market
vulnerability. As a result of which, advertisers today, are using the maximum possible ways
that will convey their ad message to the right prospects at the right time and through the right
medium which will further create brand awareness and influence customers’ purchase
decision.

Mediums used for creating awareness comprise of a number of traditional as well as

contemporary media vehicles such as print media, television commercials, outdoor ads,
advertising through internet etc. Each medium contributes to mass communication depending
upon how target audience [TA] likes to prefer each medium. When combinations of these
mediums (more than two mediums) are incorporated in marketing strategy, the phenomenon
termed as Integrated Marketing Communication [IMC]. IMC is applied with the aim of
42
having maximum coverage of TA so as to spread more & more brand awareness, to share
information about the brand, to improve brand image, subsequently to boost the sale. The
details of responses given regarding the medium to get knowledge are given in the following
table.

Table no. 1.2 Do consumers rely on just one medium to get knowledge about any
brand?

Frequency Percent

No 82 41.0

Somewhat 47 23.5

Yes 71 35.5

Total 200 100.0

Interpretation: From table no. 1.2, it is observed that when respondents were asked if they
rely on just one medium to get knowledge about any brand;

41% have given negative response. 35.5% respondents have given complete positive
response while only.3.5% responded that they rely partially

It means major percentage is with negative response. This reveals that consumers reckon
upon more than one medium to get knowledge of any brand. Due to unlimited brand choices
& price sensitivity, they undertake a detailed evaluation of various brands by referring more
number of sources of information. So they may be using combination of various mediums
such print ads, television commercials, in-store promotion to know about different aspects of
the brand.

2. Sources of awareness of various brands:

Excessive competition, globalization, fluctuating wants of consumers and advent of

technology are the major factors that encourage advertisers to make use of various sources
available to reach their TA. These sources can be print media (through newspapers &
magazines), electronic medium (like Television commercials, radio spots, Mobile marketing
and online advertising), Outdoor media (like hoardings, banners, neon signs) and Point of
Purchase (like in-store promotion, standees, merchandising racks & cases etc.) Many a times
consumers may also rely on various sources to get product related information. Using IMC
may help advertisers to convey this information to the customers wherever they go. So while
reading newspapers or magazine, watching Television, halting at railway station or on traffic
junctions or while surfing internet; everywhere advertisers can drag the attention of their
prospects towards their brand. The details of responses given regarding different sources of
awareness of various brands are given below.

43
 Table no. 1.3Sources of awareness for various brands

Sources of awareness Frequency Percent

Print ads 22 11.0

Television commercials 53 26.5

In-store promotion 37 18.5

Outdoor media 18 9.0

Online media 70 35.0

Total 200 100.0

To analyze further we represent above data graphically. This is as follows,

Graph no. 1.3Graphical representation of Sources of awareness of various brands

persentage
100
100
90
80
70
60
50 35
40 26.5
30 18.5
20 11 9 persentage
10
0

44
Interpretation: From table no. 1.3,

it is observed that when respondents were asked about which source do they refer the most to
get awareness of various brands;

11% have chosen print ads.26.5% respondents have chosen Television commercial, 18.5%
have chosen In-store promotion. Only 9% have chosen Outdoor media.PR, Window displays,
banner ads etc. And consumers today are more exposed to these forms of online advertising
as compared to advertising through other mediums

3. Amount of information required to take purchase decision:

Consumers may often get confused in making choice about which brand to purchase. In such
case, they may require detailed information to evaluate and differentiate among various
brands available. This information can be in the form of brand’s attributes, its features,
functional benefits etc. Sometimes just one medium cannot convey the maximum possible
information to the consumers due to certain limitation of each medium. So advertisers can
mix & match variousto give their view on agreement scale considering two different
attributes. The responses were coded mediums by adopting IMC in order to spread
awareness, educate & inform them about the brand. Once they get the required information, it
becomes easier to take the purchase decision consequently saving their time in evaluation at
the last moment of purchase To analyze in detailed respondents were asked as below: 5.
Strongly agree 4.Agree 3. No opinion 2. Disagree 1. Strongly disagree

The results of analysis are tabulated below.

Table no. 1.4 Details for information and time spend to take purchase of any commodity

Do not require much Do not prefer to spend much of

information to take purchase my time in purchase of any
decision commodity

Frequency Percent Frequency Percent

Strongly disagree 33 16.5 27 13.5
Disagree 80 40.0 38 19.0
No opinion 36 18.0 34 17.0

Agree 28 14.0 68 34.0

Strongly agree 23 11.5 33 16.5

Total 200 100 200 200

To analyze further we represent above data graphically. This is as following;
45
 Graph no. 1.4Graphical representation of Details for information and time spend to
take purchase of any commodity.

Percent
100
100
90
80
70
60
50 40 Percent
40
30 18
16.5 14
20 11.5
10
0
strongly disgree no opinion agree stongly total
disgree agree

Considering data of complete sample of all respondents descriptive statistics parameter scores
are calculated and tabulated below.

Interpretation:

From table no. 1.4, it is observed that when respondents were first asked whether they
require much information to take purchase decision; secondly whether they spend much time
for purchasing any commodity;

16.5% respondents shown strong disagreement to the first question and 13.5% to second
question. 40% respondents were disagree to the first question and 19% to second
question,18% were neutral for first question and 17% to second question, 14% respondents
were agreed to first question and 34% were to second question, whereas, 11.5% respondents
have shown strong agreement to first question and 16.5% to second question.

46
 Table no. 1.5Descriptive statistic scores for information and time spend to take
purchase of any commodity

Parameter Do not require much Do not prefer to spend

information to take much of my time in
purchase decision purchase of any commodity

Mean 2.6400 3.2100

Median 2.0000 4.0000

Mode 2.00 4.00

Std. Deviation 1.24020 1.30168

Skewness 0.553 -0.314

Kurtosis -0.721 -1.078

From table no. 1.5, it is observed that

1. Mean value scores for parameter much information to take purchase decision is not
required is 2.64 with positive skewness 0.553 indicates respondent disagreement. It means
they really required much information to take purchase decision. Median and mode values are
equal to 2 also support this result.

2. Mean value scores for parameter much time is required to spend to take purchase of any
commodity is 3.21 with negative skewness -0.314 indicates respondent agreement. It means
they do not prefer to spend much of their time in purchase of any commodity.

Importance of Online advertising in changing market scenario:

Online Marketing refers to a set of powerful tools and methodologies used for promoting
products and services through the internet. It connects organizations with qualified potential
customers and takes business development to a much higher level than traditional marketing.

Online marketing synergistically combines the internet’s creativity and technical tools,
including design, development, sales advertising, while focusing on the primary business
models such as E-commerce, Lead based websites, Local search etc. Online marketing
includes a wider range of marketing elements than traditional business marketing due to the
extra channels and marketing mechanisms available on the Internet.

47
Online marketing can deliver several benefits such as:

Growth in potential, Reduced expenses, Elegant communication, Better control, Improved

customer service,Competitive advantage

Online marketing is also known as Internet marketing, Web marketing, digital marketing and
search engine marketing (SEM). To understand importance of online advertising in changing
market scenario respondents were asked on their knowledge about use of Internet, online
frequency, Purpose for using internet and Use of online activities by companies in their
marketing efforts. Details of which are given below.

1. Knowledge about the use of internet:

Today, Internet is one of the most important parts of our daily lives. There are large numbers
of activities that can be done using internet and so it is very important. Most of the traditional
communication media including telephone, music, film, and television are being reshaped or
redefined by the internet. It has enabled and accelerated new forms of human interactions
through instant messaging, internet forums, and social networking. Online shopping has
boomed both for major retail outlets, small artisans and traders. Prospects from almost every
age group right from teenagers to adults make use of internet for their own respective
purposes. Such uses can be social networking, media sharing (photo, songs & video), online
shopping, local search etc. It allows greater flexibility in working hours and location,
especially with the spread of unmetered high speed connections. To understand whether
respondents are convergent with the use of Internet; they were asked about their knowledge
about use if internet. The details of which are tabulated below.

Table no. 1.6 Knowledge about the use of internet

Code Response Frequency Percent

1 Not knowledgeable 14 7.0

about

2 Somewhat 28 14.0
knowledgeable
about

3 Knowledgeable 67 33.5
about

4 Very well 91 45.5

knowledgeable
about

Total 200 100.0

To analyze further we represent above data graphically. This is as follows.

48
 Graph no. 1.6 Graphical representation of responses related to knowledge about the
use of Internet.

Percent
120
100
100

80

60
45.5
Percent
40 33.5

20 14
7
0
not knowledge somewhat knowledgeable very well total
about knowledgeable about knowledgeable
about about

Interpretation: From table no. 1.6,

it is observed that when respondents were asked about their convergence with internet;

7% were not knowledgeable about internet. 14% were somewhat knowledgeable about
internet. 33.5% were knowledgeable about internet.45.5% were very well knowledgeable
about internet. It means major percentage of respondents is very well knowledgeable about
internet. They are well convergent with various usage, functions and benefits being offered
by internet. While out of 200 respondents, only few i.e. 7% are not knowledgeable about
internet. So it reveals that there is high degree of literacy for internet usage.

2. Frequency of being online:

The number of people using internet has really gone up due to technological advancements.
People use internet for a variety of reasons. However, major reasons why they use internet is
to get access to information, social networking, communication, transferring files,
entertainment, internet transactions, marketing, online education as well as to make money.

The internet allows greater flexibility in working hours and location, especially with the
spread of unmetered high-speed connections. The internet can be accessed almost anywhere
by numerous means, including through mobile internet devices.

The low cost and nearly instantaneous sharing of ideas, knowledge, and skills has made
collaborative work dramatically easier, with the help of collaborative software. Not only can
a group cheaply communicate and share ideas but the wide reach of the internet allows such
groups more easily to form.
49
The details of frequency of being online are tabulated below;

Table no.1.7 Frequency of being online

Code Response Frequency Percent

1 Very Low 16 8.0

2 Low 25 12.5

3 Moderate 44 22.0

4 High 60 30.0

5 Very high 55 27.0

6 Total 200 100.0

To analyze further we represent above data graphically. This is as follows.

Graph no.1.7

Graphical representation of responses related to Frequency of being online

8 12.5
22
Very low
100 Low
30 Moderate
High
Very high
27.5
Total

To analyze in detailed, some important statistic (parameter) were calculated and the results
of analysis are tabulated below.

50
Interpretation From table no. 1.7,

it is observed that when respondents were asked about their frequency of being online;

.8% chosen very low frequency, 12.5% chosen low frequency,.22% chosen moderate
frequency,.30% chosen high frequency,.27.5% chosen very high frequency

It means majority of respondents i.e. 30% use internet with high frequency followed by 27.5
% respondents with very high frequency of using internet.

no. 1.8Descriptive statistic scores for knowledge about the use of internet and frequency
of being online

Are you convergent with Frequency of being online

the use of Internet?

Mean 3.1750 3.5650

Median 3.0000 4.0000

Mode 4.00 4.00

Std. Deviation .92120 1.23832

Skewness -.901 -.551

Kurtosis -.105 -.662

Interpretation: From table no. 1.8, it is observed that

Mean value scores for parameter their convergence with internet is 3.17 with negative
skewness -0.901 indicates respondent agreement of being convergent with internet. It means
they are well versed with the use of internet. Median and mode values are 3 & 4 respectively,
close to each other, support this result. Mean value scores for parameter frequency of being
online is 3.56 with negative skewness -0.551 indicates respondent agreement of being online.
It means they use internet heavily for one or the other purpose.

Hence, most of the consumers are well versed with the usefulness of internet and they
actually make maximum utilization of the various functions served by internet and therefore
their tendency of being online is high.

51
3. Purpose for using:

Internet can be used for various purposes out of which the major purposes are social
networking – Facebook, orkut, linkedin are few examples of social networking sites which
help the users to enjoy their social life by allowing the scope to find new & old friends and
share views with them; media sharing sites helps users to download the enticing material
such as songs, photos, video clips etc.; blogs have introduced a new system of interaction.
Blogs - It is a discussion informational site published on the World Wide Web. It can be
proved as the best way to one’s voice among online crowd; podcasts & RSS – Podcast is a
digital medium consisting of an episodic series of audio, video, PDF files downloaded
through web syndication to computer or mobile device, collaborative website can be
developed by small or big businesses through web developers. It helps users to gain more
information on various companies in terms of their history, product offers & features;
content sharing websites such as google.com, Wikipedia etc. help users to gain wide range
of information on wider variety of topics; online shopping offers the wide choices to the
consumers while selection among different brands and also saves their efforts and time in
travelling to shops.

To understand the real purpose for using internet respondents were asked to ranking each
purpose between the scales of 1 to 5, where 1 is the most important and 5 is least important.

The details are tabulated in the following;

52
 Table no. 1.9; Purpose for using internet

Social Media Blogs Podcasts Collaborati Other Online

network sharing & RSS ve content shopping
sites websites sharing
websites

F % F % F % F % F % F % F %

Most 73 36. 50 25 26 13 33 16. 32 16. 43 21. 60 30.

importa 5 5 0 5 0
nt

2.00 65 32. 48 24 42 21 32 16. 43 21. 43 21. 42 21.

5 0 5 5 0

3.00 20 10 22 11 45 22. 25 12. 5 21. 43 21. 21 10.

5 5 5 5 5

4.00 20 10 34 17 40 20 47 23. 38 19. 37 18. 40 20.

5 0 5 0

Least 22 11 46 23 47 23. 63 31. 62 31. 48 24. 37 18.

importa 5 5 0 0 5
nt

Total 20 10 20 10 20 10 20 10 20 100 20 10 20 10
0 0 0 0 0 0 0 0 0 0 0 0 0

Interpretation: From table no. 1.9, it is observed that

I .Social networks are considered most important 36.5% respondents and least important by
11% respondents. Media sharing sites are considered most important 25% respondents and
least important by 23% respondents. Blogs are considered most important 13% respondents
and least important by 23.5% respondents. Podcast& RSS are considered most important
16.5% respondents and least important by 31.5% respondents. Collaborative websites are
considered most important 16% respondents and least important by 31% respondents.
Content sharing sites are considered most important 21.5% respondents and least important
by 24% respondents. Online shopping is considered most important 30% respondents and
least important by 18.5% resp ndents.

53
 It means that Social networking is the foremost purpose for which majority of respondents
use internet. Certain social networking sites such as Facebook, Orkut, Linkedin etc. have
become popular in recent times, used to share the personal & professional views with known
and unknown people who can be found out through these sites. After Social networking,
second preference given to the online shopping. It allows flexibility to the consumers to view
a wide range of products & brands, evaluate them online by reading their features and making
an online purchase. Media sharing is at third place. It allows them to share media material
such as photos, music, video, news etc.

Table no. 1.10;Descriptive statistic scores Purpose for using internet

Social Media Blog Podcast Collaborativ Other Online

network sharin s s & e websites content shoppin
s g sites RSS sharing g
website
s

N 200 200 200 200 200 200 200

Median 2.00 3.00 3.00 4.00 3.50 3.00 2.00

Mode 1.00 1.00 1.00 1.00 5.00 5.00 1.00

Percentile 2 1.00 1.25 2.00 2.00 2.00 2.00 1.00

s 5
5 2.00 3.00 3.00 4.00 3.50 3.00 2.00
0
7 3.00 4.00 4.00 5.00 5.00 4.00 4.00
5

Interpretation: From table no. 1.10, it is observed that

Modal value for Social networks, Media sharing sites, online shopping is 1 indicates that
majority of respondents feels that these three are the most important purposes for using
internet. Modal value for Blogs, Podcasts & RSS, Collaborative websites and other content
sharing websites is 5 indicates that majority of respondents feels that these four are the least
important purposes for using internet. Median values and percentile values also support
above interpretations.

Hence, respondents strongly feel that the most important activities to be done through
internet are social networking as it connects them with others, online shopping as it offers
them convenience of shopping and media sharing site as it allows them to download their
favourite enticing material such as songs, video, games etc.

54
4. Use of online activities by companies in their marketing efforts:

Since in recent days, consumers rely more on the information shared by internet, they use
this information for brand evaluation and for making purchase decision. This opportunity
must be grabbed by both small & large scale businesses by having their online presence. For
them online presence can be a tactic that involves use of internet as a medium to obtain
website traffic and to target & deliver advertising messages to the right customers. Online
advertising is geared towards defining markets through unique and useful applications.
Having an online presence will first bring their business to the potential customer’s attention.
If online presence is complete with positive reviews and a professionally updated website;
customers will see the reputation of the brand and will be more likely to choose those brands.

To analyze in detailed respondents were asked to give their view on agreement scale
considering two different attributes. The responses were coded as below: 5. strongly agree
4.Agree 3. No opinion 2. Disagree1. Strongly disagree. The results of analysis are tabulated
below.

Table no.1.11 Do companies include online activities in their marketing strategy?

Code Response Frequency Percent

1 Strongly disagree 32 16.0

2 Disagree 41 20.5

3 No opinion 22 11.0

4 Agree 43 21.5

5 Strongly agree 62 31.0

Total 200 100.0

To analyze further we represent above data graphically. This is as follows.

55
Graph no. 1.11 Graphical representation of responses related to Use of online activities
by companies in their marketing efforts

Percent
100
100
90
80
70
60
50
Percent
40 31
30 20.5 21.5
16
20 11
10
0
Strongly Disgree NO opinion Agree Strongly Total
disagree agree

Interpretation: From table no. 1.11, it is observed that when respondents were asked
whether companies should use online activities marketing efforts;

16% were strongly disagreed.20 .5% shown disagreement. 11% had no opinion on this
question.21.5% shown agreement and,31% were strongly agreed.It means majority of
respondents are completely agreed that companies should use online activities in their
marketing efforts. Since online activities facilitate good access and higher reach to the
customers; companies must take this advantage by incorporating online advertising in their
marketing strategy.

To analyze in detailed, some important statistic (parameters) were calculated and the results
of analysis are tabulated below.

56
Table no. 1.12 Descriptive statistic scores for Use of online activities in their marketing
strategy

Parameter Value

N 200

Mean 3.3100

Median 4.0000

Mode 5.00

Std. Deviation 1.48828

Skewness -.268

Kurtosis -1.412

Percentiles 2.0000

25
50 4.00000

75 5.0000

: From table no. 1.12, it is observed that

Mean value scores for parameter companies should use online activities in marketing efforts
is 3.31 with negative skewness -0.268 indicates respondent’s agreement. It means they
strongly feel that companies must incorporate online activities in their marketing efforts.
Median and mode values are 4 & 5 i.e. closed to each other also support this result.

Hence, consumers are with the strong opinion that companies use online activities to spread
awareness & sell their product.

57
 The details importance of responses is discussed as below.

Table no. 1.13 Importance of factors motivating respondents to like the brand on
internet.

Discoun Stay Get For fun, Get Interactio

t informe updates entertainme access to n
d about on nt the
the brands exclusiv
activities and its e
of future content
compan extensio
y ns

F % F % F % F % F % F %

Most 49 24. 52 26. 36 18. 33 16.5 53 26. 48 24.

important 5 0 0 5 o

Important 66 33. 52 26. 49 24. 56 28.0 59 29. 61 30.

0 0 5 5 5

Least.import 44 22. 42 21. 61 30. 45 22.5 42 21. 36 18.

ant 0 0 5 0 0

Not 41 20. 54 27. 54 27.0 66 33.0 46 23. 55 27.5

important 5 0 0

Total 20 10 20 100 20 100 200 100 20 100 20 100

0 0 0 0 0 0

Interpretation: From table no. 1.13, it is observed that when respondents asked about
factors motivating to use internet;

24.4% respondents consider discount factor as most important and 20.5% respondents do not
consider it as important. 26% respondents consider other factor ‘to stay informed about
company’s activities’ as most important and 27% respondents do not consider it as important.
18% respondents consider other factor ‘to get updates on brands and its future extension’
and 27% respondents do not consider it as important 16.5% respondents consider other factor
‘Fun & entertainment’ and 33% respondents do not consider it as important.26.5%
respondents consider other factor ‘to get access to exclusive content’ as most important and
23% respondents do not consider it as important. 24% respondents consider interaction
factor as most important and 27.5% respondents do not consider it as important.

58
 It means majority of respondents are motivated to use internet as it offers them products at
discounted rates, gives access to exclusive content such as specific functional & emotional
benefits of the brand and facilitates interaction about the brand directly with the company.

To analyze in detailed, some important statistic (parameter) were calculated and the results of
analysis are tabula

Table no. 1.14 Descriptive statistic scores for Importance of factors motivating
respondents to like the brand on internet

Discou Stay Get For fun, Get Interacti

nt inform updates entertainme excess on
ed on nts to the
about brands exclusi
the and its ve
activiti future content
es of extensio
compa ns
ny

N 200 200 200 200 200 200

Median 2.00 2.00 3.00 3.00 2.00 2.00

Mode 2.00 4.00 3.00 4.00 2.00 2.00

Percentil 2 2.00 1.00 2.00 2.00 1.00 2.00

es 5

5 2.00 2.00 3.00 3.00 200 2.00

0
7 3.00 4.00 4.00 4.00 3.00 4.00
5

59
Interpretation: From table no. 1.14, it is observed that

Modal value for discounts, get access to exclusive content and interaction is 2 indicates that
majority of respondents feels that these three are the most important factors. Modal value for
Stay informed about the activities of company, for fun & entertainment is 4 indicates that
majority of respondents feels that these two are the least important factors. Median values
and percentile values also support above interpretations.

Hence, consumers use online marketing extensively as it offers discounts and access to
exclusive content, and it facilitates interaction with the advertisers.

2. Preference for the print ads or television commercials:

Print ads are the advertisements which get published in print media such as newspapers,
bulletins & magazines, whereas television commercials [TVCs] get telecasted through
television. Both the forms incorporate the ad message and visuals but the major difference is
print ad has the static images whereas TVC includes motion pictures and has more
entertainment value than print ads. Print ads TVCs both have succeeded at a good extent in
reach the masses and conveying advertiser’s intent to the masses since longer time. But with
the advent of new & innovative forms of advertising, these two mediums are loosing its
popularity. When the respondent were asked whether they don’t prefer the print ads or
Television commercials much to get the brand awareness, respondents have given following
responses.

Table no. 1.15 Preference for the print ads or television commercials

Frequency Percent

Strongly disagree 23 11.5

Disagree 41 20.5

No opinion 19 9.5

Agree 79 39.5

Strongly agree 38 19.0

Total 200 200

60
 To analyze further we represent above data graphically. This is as follows.

Graph no. 1.15 Graphical representation of Preference for the print ads or television
commercials

Percent
100
100
90
80
70
60
50 39.5 Percent
40
30 20.5 19
20 11.5 9.5
10
0
Strongly Disagree No opinion Agree Strongly Total
disgree disgree

To analyze in detailed, some important statistic (parameter) were calculated and the results of
analysis are tabulated below.

Interpretation: From table no. 1.15,

it is observed that whether they don’t prefer the print ads or Television commercials much to
get the brand awareness.11.5% respondents have shown strong. 20.5% respondents were
disagree. 9.5% were neutral. 39.5% respondents were agreed whereas. 19 % respondents
have shown strong agreement. It means majority of respondents agreed that they do not
prefer Television commercials or print ads to get brand related awareness. So these popular
traditional mediums are no longer remained first preference for the consumers to receive ad
messages

61
 Table no. 1.16 Descriptive statistic scores for Preference for the print ads or television
commercials

Parameter Value

N 200

Mean 3,3400

Median 4,0000

Mode 4.00

Std. Deviation 1.30880

Skewness -.447

Kurtosis -1059

Percentiles 25 2.0000

50 4.0000

75 4.0000

Interpretation:

From table no. 1.16, it is observed that i. Mean value scores for parameter do not prefer the
print ads or a Television commercial to get brand awareness is 3.34 with negative skewness -
0.447 indicates respondent agreement. It means they really do not rely on print ads &
television commercials. ii. Median and mode values are equal to 4 also support this result.
Hence, it reveals that today consumers do rely on print ads television commercials much to
get awareness.

62
 Table no. 1.17 Benefits of online marketing over traditional marketing

Frequency Percent

Wide range of 48 24.0

information

Ease of shopping 46 23.0

Time saving 31 15.5

Low cost 24 12.0

Interactive medium 51 25.5

Total 200 100.0

Graph no. 1.17 Graphical representation of Benefits of online marketing over

traditional marketing.

Percent

100
90
80
70
60
50
40
30
20
10
0
Wide range Ease of Time saving Low cost interactive total
of shopping medium
information

63
Interpretation: From table no. 1.17, it is observed that 24% of respondents find online
marketing advantageous as it offers wide range of information about the brand, 23% of
respondents find online marketing advantageous as it offers ease of shopping, 15.5% of
respondents find online marketing advantageous as it saves consumer’s time, 12% of
respondents find online marketing advantageous as it involves low cost in purchase. 25.5% of
respondents find online marketing advantageous as it is an interactive medium. It means
majority of respondents favor for interactive ability of online marketing which is not applied
in case of traditional mediums like print ads, television commercials or outdoor media.
Consumers like to exchange their views and share their feedback when it comes to evaluating
the brand or for taking purchase decision. To analyze further we represent above data
graphically. This is as follows.

Limitations of online marketing as IMC tool online marketing has outsold traditional
advertising in recent years and continues to be a high-growth industry. Yet there are some
limitations that make online marketing disadvantageous at certain extent. Those are;

1. Online Marketing is not free as the cost of hardware, software, wed site design, online
distribution costs, maintenance of your site and yes time, all should be factored into the cost
of providing your product and service. 2. Still, the internet is considered as a source just to
gather product related information. Many people are there who still prefer the live interaction
when they buy. 3. So many scams on the internet. 5. Timing of updates is critical so it’s easy
to have outdated information online. 6. Because of the fear of website’s security, many of the
visitors will not want to use their credit card to make a purchase if they don’t know that the
site is secure. 7. The majority of online marketers lack inquiry response programs and
customer service. Also, the majority of sites have poor navigation that makes it tough for the
visitor to find what they are looking for. Many sites were created without a customer service
point of view. The respondents were asked whether they prefer online advertising as it is
SAFEST to use on an agreement scale. The responses were coded as below:

5. Strongly agree 4.Agree 3. No opinion 2. Disagree 1. Strongly disagree The results of

analysis are tabulated below.

64
 Table no. 1.18Preference for Online advertising as it is SAFEST to use

Frequency Percent

Strongly disagree 40 20.0

Disagree 58 29.0

No opinion 33 16.5

Agree 34 17.0

Strongly agree 35 17.5

Total 200 100.0

Graph no. 1.18 Graphical representation of Preference for Online advertising as it is

SAFEST to use

percent
100
100
90
80
70
60
50
percent
40 29
30 20 17.5
16.5 17
20
10
0
Strongly Disagree No opinion Agree Strongly Total
disagre disagre

65
Interpretation:

From table no. 7.18, it is observed that when respondents were asked whether they find
online marketing safest to use;

YH 20% were strongly disagreed. 29% shown disagreement.16.5% had no opinion on this
question. 17% shown agreement and, 17.5% were strongly agreed.

It means majority of respondent feel online marketing is not very safe. In order to know the
reasons, respondents were being specifically asked to identify limitations.

To analyze further we represent above data graphically. This is as follows.

To analyze in detailed, some important statistic (parameter) were calculated and the results of
analysis are tabulated below.

Table no. 1.19 Descriptive statistic scores for Preference for Online advertising as it is
SAFEST to use

Parameter Value

N 200

Median 3.0000

Mode 2.00

Percentiles 25 2.0000

50 3.0000

75 4.0000

Interpretation:

From table no. 1.19, it is observed that Modal value for parameter preference for online
marketing as it is safest to use is 2, this indicates that majority of respondents feel online
marketing is not safest to use. Hence, though respondents prefer online marketing to salve
their various purposes, they do not entirely believe that it is safest to use. Loopholes in online
marketing over traditional marketing tools: Increasing techno-friendly attitude of consumers
is encouraging them to use online marketing, but at the same time some limitations are
refraining 100% acceptance of online marketing; these limitations can be 1) Susceptibility –
consumers may have vulnerable approach towards the use of internet, 2) fraudulent activities
– there is a scope of providing wrong information, offering fake brands or overpromising, 3)
Privacy issue – consumers may be reluctant to share their credit card number, bank details or
any other sensitive information, 4) Lack of demonstration – at times, there may be creative
66
visualization of products on the website in order to attract the consumers but in reality these
may be different, this discrepancy may prevent them to prefer online purchase, 5) Often
interrupting – frequent pop ups, spams or web banners may create an obstacle in web surfing
which may lead to generate consumers’ negative attitude towards online marketing

To understand loopholes that online marketing carry over traditional marketing tools,
respondent’s responses are tabulated below.

Table no. 1.20 Loopholes in online marketing over traditional marketing tool

Frequency Percent

More Susceptible 33 16.5

More scope for fraudulent 52 26.0

activities

Lack demonstration 40 20.0

Privacy Issue 42 21.0

Often interrupting 33 16.5

Total 200 200

67
 To analyze further we represent above data graphically. This is as follows.

Graph no. 1.20 Graphical representation of Loopholes in online marketing over

traditional marketing tools

Percent
100
100
90
80
70
60
50
40 26 21
30 16.5 20 16.5
20
10 Percent
0

Interpretation: From table no. 1.20, it is observed that 16.5 % of respondents find online
marketing is not safe as it is more susceptible. . 26% of respondents find online marketing is
not safe as there is more scope of fraudulent activities. 20% of respondents find online
marketing is not safe as it lacks demonstrations. 21% of respondents find online marketing is
not safe as it may result in some serious privacy issues. 16.5% of respondents find online
marketing is not safe as it is often interrupting. It means majority of respondents feel that
online marketing is not safe as there is more scope of fraudulent activities followed by
privacy issues. These may include cheating customers by offering them faulty items, giving
wrong demonstrations, taking confidential information such as bank details, credit card
details and misusing the same. To analyze further we represent above data graphically. This
is as follows.

This chapter makes detailed analysis of the data collected from respondents with the help of
statistical tools. Analysis of data has been presented in tabular forms, graphical illustration
and description thereafter. This systematic analysis has majorly helped to drag the final
conclusions so as to achieve objectives of this study. Final conclusions with recommendation
are discussed in the next chapter.

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 RECOMMENDATIONS SUGGESTIONS,
AND CONCLUSIONCONCLUSION,
RECOMMENDATION
This chapter gives a positive ending to the study by drawing conclusions based on
interpretations and accordingly putting forward the recommendations. The chapter ends with
limitations occurred while conducting research.

Unsafe as it may lead to increase in frauds & privacy issue.

Recommendation

Conclusion given above reveals that consumers use more than one medium to make brand
choice, therefore it is recommended that

 Companies should mix & match various mediums to reach their desired target audience.
This will help to spread awareness among them and to influence buyers behavior thus
companies must formulate an effective Integrated Marketing Communication plan where
they can combine various tools to grasp maximum prospects.

 It is also revealed that consumers have good enough knowledge about internet technology
and they are in favor of using online marketing, therefore it is recommended that

 Every company big or small should grab this advantage and include online marketing in
their marketing efforts. Online marketing forms can be mainly web marketing, E-
commerce, social media marketing.

 Consumers find certain benefits in online marketing over traditional marketing; therefore
companies can spend more on online media rather than the traditional tools.

But along with its advantages, online marketing has certain limitations also, limitations
like possibility of fraudulent activities or privacy issues are beyond control. Cyber-
crimecannot be eradicated easily or completely therefore, it is recommended that

 Companies should not rely entirely on online marketing; they must make it a part of
Integrated Marketing Communication strategy. As a result of which limitations of online
marketing will be covered as the other mediums will build the required credibility and
positive image about the brand. This credibility will generate trust among consumers
towards the brand.

Limitations of the study

The study is limited to Mumbai suburbs

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. Future scope of the study

The study could be extended; so as to cover all the states of India as the researcher believes
that consumer buying behavior w.r.t online marketing may be at the variance in different state

70
 SUGGESTIONS
A. It is suggested that offline and online marketing strategies be brought into alignment to
prevent mixed messages and to promote the availability of the online forums for interaction.
Offline advertising should be used to complement the online media. Adding “visit us on
Facebook” and other such texts to promotional material will help to raise awareness.

B. The social networking strategy should sufficiently flexible to allow it to adapt to new
developments and to determine what works and what does not work.

C. A dedicated social media coordinator is recommended to monitor the impact of any

changes implemented. A dedicated coordinator would also allow for consistency in
communication. At the very least a profession agency experienced in social media marketing
should be consulted at from the earliest planning stages.

D. The reviews and complaints raised by the customers on the SNS should be effectively
managed and proper actions should be taken by the hotels management and the action taken
should also be communicated to the customer. e. The promotional offers during season on
should be displayed on the SNS on regular basis, so that large number of customers is
captured.

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 CONCLUSION & REFERENCE

The study concludes that consumers rely upon more than one medium in order to enhance
their brand related knowledge. It means that they use the combination of various sources for
making final purchase decision. Along with the traditional sources, they heavily rely on
modern marketing tool i.e. online advertising. Consumers do require detailed information
about the brand so as to evaluate its strengths & weaknesses; this ample amount of
information then saves their time by allowing them to make the purchase decision quickly.

The study also reveals that main reason for growing importance of online marketing is the
increasing literacy about internet among people. They have identified that internet is truly
advantageous through which they can serve their various purposes mainly social networking,
online shopping & media sharing (photo, music, video). This efficacy of internet has
intensified their tendency of being online.

Today’s consumers strongly feel that every company must use this efficacy to strengthen its
marketing efforts. So that they will get motivated to use online marketing with the intent of
getting access to exclusive content about the brand and getting discount and sharing their
feedback about brand with the advertiser . With the advent of internet technology,
consumers’ preference towards traditional marketing tools has decreased. Most popular
traditional marketing tools are television & print media. The major benefits of online
marketing are its capability of interaction between consumers and advertisers followed by
availability of wide range of information & ease of shopping. These benefits make online
marketing superior than traditional marketing.

But at the same time consumers are susceptible about the user-safety side of internet. They
feel that online marketing is unsafe as it may lead to increase in frauds & privacy issue.

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 BIBLIOGRAPHY
1. Digital Marketing – The Essential Guide to New Media & Digital Marketing

-Kent Wertime, Ian Fenwick

2. Principals of Advertising and IMC

- Tom Dunkan

3. Consumer Behavior
4. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,
2006, pg. no. 537
5. Warren J. Keeyan, Global Marketing Management, USA, Prentice-Hall of India Pvt. Ltd., 2002,
pg. no. 3
6. Philip Kotler & Kevin Lane Keller, Marketing Management, New Delhi, Pearson Education,
2006, pg. no. 52
7. Belch, G. E. and Belch, M. A., 2004. Advertising and Promotion– An Integrated Marketing
Communications Perspective. 6th ed. New York: Tata McGraw-Hill.
8. Beard, Fred K., Conflict in the Integrated Marketing Communications Task Group, in
Proceedings of the 1993 Conference of the American Academy of Advertising, E. Thorson, Ed.,
Omnipress, Madison, Wl. 1993, pg.no. 21-31
9. Abed Abedniya, Sahar Sabbaghi Mahmouei, The Impact of Social Networking Websites to
Facilitate the Effectiveness of Viral Marketing, December 2010, International Journal of
Advanced Computer Science and Applications, Vol. 1, No.6

WEBLIOGRAPHY
http://www.wikipediaorg/http://www.wisegeek.com/http://www.geert-

hofstede.com/ http://www.truckads.com/ http://www.afaqs.com/

http://www.buzzmachine.com/archives/cat_dell.html

http://www.wisdomportal.com/Books/OnlineMarketing.html [Accessed on 10th April, 2014]

http://www.techopedia.com/definition/26409/integrated-marketingcommunications-
imc[Accessed on 4th May, 2014]

https://www.boundless.com/marketing/integrated-marketingcommunication/introduction-
to-integrated-marketing-

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 RESEARCH QUESTIONNAIRE
Respondent’s details
Name: ______________________________________(optional)
Gender: Male ( ) Female ( )
Occupation:Student ( )Service ( )Self-employed ( )
Age: Between 18 to 25 ( ) Between 25 to 35( ) Between 35 to 45 ( )

Contact details: _________________________________(optional)

(Please tick √ in the box besides option/s matching your response)
1. I rely on just one medium to get knowledge about any brand.
Yes ( ) Somewhat ( )No ( )

2. Which source do you refer the most to get awareness of various brands?
Print ads ( )
Television commercials ( )
In-store promotion ( )
Outdoor media( )
Online media ( )

3. I do not require much information to take purchase decision.

Strongly agree ( ) Agree( )
No opinion ( ) Disagree( )
Strongly disagree ( )

4. I do not prefer to spend much of my time in purchase of any commodity.

Strongly agree ( ) Agree ( )
No opinion ( ) Disagree ( )
Strongly disagree ( )

5. Are you knowledgeable about the use of Internet?

( ) Not knowledgeable about
( ) Somewhat knowledgeable about
( ) Knowledgeable about
( ) Very well knowledgeable about

6. What is your frequency of being online?

Very Low ( ) Low ( )
Moderate ( )High ( )
Very high ( )

7. Please indicate your purpose for using internet by ranking each purpose between the scales
Of 1 to 5 (where, 1 is the most important and 5 is least important)
a. Social networks ( )
b. Media sharing sites ( )
(Video, photo, music sharing & Gaming)
c. Blogs ( )
d. Podcasts &RSS ( )
e. Collaborative websites ( )

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 f. Other content sharing websites ( )
g. Online shopping
8. Companies should use online activities in their marketing efforts.
Strongly agree ( ) Agree ( )
No opinion ( )Disagree ( )
Strongly disagree ( )
9. How important following factors are to motivate you to like the brand on internet?
Most Important Least Not
Important importantimportant
 To receive discount ( )( ) ( ) ( )
 To stay informed about ( )( ) ( ) ( )
Activities of company
 To get updates on ( )( ) ( ) ( )
Brands and its future extensions
 For fun, entertainments ( )( ) ( ) ( )
 To get excess to the exclusive content ( )( ) ( ) ( )
 To interact (share ideas, ( )( ) ( ) ( )
provide feedback)

10. I don’t prefer the print ads or Television commercials much to get the brand awareness.
Strongly agree ( )
Agree ( )
No opinion ( )
Disagree ( )
Strongly disagree ( )

11. What benefits does online marketing offer over the traditional marketing?
(Tick only one, which is more prominent according to you)

Wide range of information ( ) Low cost ( )

Ease of shopping ( ) Interactive medium ( )
Time saving ( )

12. I prefer online advertising as it is SAFEST to use.

Strongly agree ( )Agree ( )
No opinion ( ) Disagree ( )
Strongly disagree ( )

13. What loopholes does online marketing carry over traditional marketing tools?
(Tick only one, which is more prominent according to you)
More Susceptible ( ) Privacy Issue ( )
More scope for fraudulent activities ( ) Often interrupting ( )
Lack demonstration ( )

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