Internet Advertising

Executive Summary
Marketing is undergoing a period of intense change, and there are several inflection points on
the horizon which will have a transformational effect, so that by the middle of the next
decade every facet of marketing will have been changed radically by the digital revolution To
date, the emergence of digital technology has caused great debate, and in some sectors has
led to revolutionary change. While small advertising such as classifiers and personals has
moved online in a wholesale way, brand advertising has been affected in a more marginal
way to attract customers.
Digital marketing is undoubtedly the major sector that is showing growth in an industry
which has struggled with the recession and resulting financial problems. Traditional roadside
billboards, print advertisements and direct mail have all suffered, but digital alternatives are
starting to become more prevalent, such as digital billboards and transport advertisements,
and advertisements in digital editions of print media, such as mobile applications for
traditional
National School of Business
publications.
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Introduction
Online advertising, also called Internet advertising, uses the Internet to deliverpromotional
marketing messages to consumers. It includes email marketing, search engine marketing,
social media marketing, many types of display advertising (including web banner
advertising), and mobile advertising. Like other advertising media, online advertising
frequently involves both a publisher, who integrates advertisements into its online content,
and an advertiser, who provides the advertisements to be displayed on the publisher's content.
Other potential participants include advertising agencies that help generate and place the ad
copy, an ad server who technologically delivers the ad and tracks statistics, and advertising
affiliates who do independent promotional work for the advertiser.
Online advertising is a large business and is growing rapidly. In 2011, Internet advertising
revenues in the United States surpassed those of cable television and nearly exceeded those
of broadcast television. In 2012, Internet advertising revenues in the United States totaled
$36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011. Online
advertising is widely used across virtually all industry sectors.
Despite its popularity, many common online advertising practices are controversial and
increasingly subject to regulation. Furthermore, online ad revenues may not adequately
replace other publishers' revenue streams. Declining ad revenue has led some publishers to
hide their content behind pay walls.
1.1 Title of project

A Study on the effect of Digital Marketing on Customer Retention,
with special reference to Odigma
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1.2 Problem Definition

In the previous decade, the confidence on the Internet has definitely changed the way in
which business is operated. It is obvious to the majority business owners that devoid of an
online audience, the business is really absent out on a preponderance of marketing,
advertising and promotion. If there is a company and the company doesnt have a website for
itself, it clearly indicates the company is disregarding itself to present day market in the most
successful way.
That is why it is necessary for every company to not only manufacture a website for them,
but also strengthen its attendance through digital marketing like Search Engine Optimization,
Social Media Marketing, Pay per Click, Search Engine Marketing etc.
These days, its important to have a strong online presence, coupled with a great brand that is
presented uniformly across all mediums. Digital marketing is an essential part of this for
companies who want to utilize the power of the internet in order to boost business. Social
Media is a current trend that connects people globally. Promotions and advertisement
through social media reach out to maximum number of people throughout the world.
Following are the last years figures which say about how people get in touch with brand
through social media:
77% of people interact with brands on Facebook by looking at posts and updates
17% share news and experiences with others about the brand
13% post updates about brands they have connected with
56% said they would recommend a brand after becoming a fan on Facebook
34% of digital marketers have generated leads from Twitter
43% of all consumers who are internet-connected use social media
A business should always pay attention to where its customers are, and those who have
customers on the net with a strong online presence are more likely to succeed. This is even
true of local businesses, as with mobile has come with location services, making it easy for
mobile users to find a company who uses maps on social media and its website.
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1.2.1 Industry profile:

Definition of Social Media:
Social media refers to the means of interactions among people in which they create share,
exchange and comment contents among themselves in virtual communities and networks.
Social media are Internet sites where people interact freely, sharing and discussing
information about each other and their lives, using a multimedia mix of personal words,
pictures, videos and audio.
Over the past few years, the buzz around social media and Web has increased. I'll forgo the
statistical research but instead refer to my informal social media observations within my own
family. Social media refers to the latest advances in Internet technology that includes blogs,
wikis, Really Simple Syndication (RSS) feeds and social networks that enable collaboration
and communication. Promoting, marketing and branding your internal projects are key
elements of successfully implementing change management within the organization. Change
management teams typically create posters, newsletters, training materials and corporate
communications to promote a project to improve change awareness and adoption. These
traditional print media artifacts are useful, although the recent rise of social media tools can
be used to support project promotion and branding. The following ideas are a few examples
of how current social media tools can be used to promote, brand and market your internal
projects.
Twitter Your Project Status:

Twitter is a micro-blogging website that allows you to send a message to everyone in your
network who is "following" you. These messages, called Tweets, have a maximum length of
140 characters and are a simple way to communicate immediate status updates, issues or
risks without overloading your inbox. Twitter is supported on various mobile phones and
information can be cascaded as quickly as one can type "Project launch party after work @
Baileys" on their BlackBerry or iPhone. It is similar to instant messaging except it supports
distribution to everyone on your network .A change management team can create a Twitter
account and project's Twitter name (i.e.@ employee Portal) can be promoted in the
organization's employee communications. Employees
can also
engage with the

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changemanagement team by responding to the different tweets and Engaging in the change
management implementation. Of course, security and data privacy issues can be a concern.
One approach is to have the project team create their own project team profile and only have
project team members follow the specific Twitter name. "Following" is a Twitter term that
indicates who is receiving your tweets. Just like any communication, project teams should be
careful what they tweet as it is immediately distributed to everyone on the project team.
Social media considerations:

Organizations seeking to adopt social media techniques need to invest in the tools and
technologies to enable collaboration and communication on their own network. In a high
security IT environment, tweeting on Twitter may not be an acceptable practice as
communication across the Internet is uncontrolled. However, installing a blog on the intranet
or hosting a podcast can be easily achieved using a variety of open-source or commercial
packages.
Before considering adding a social media campaign to your enterprise project, the team
should consider the resources required to make it successful. In a traditional change
management initiative, a project team member is responsible for leading change
management. On large-scale programs, change management is a work stream tracked within
the program and is staffed accordingly. If project teams are investing in a team to create
newsletters, posters and facilitate change management lunch and learns, then they should also
consider adding social media to their tool kit. I look forward to hearing how you've been able
to tweet, blog and podcast your projects to future success!
As social networks and their potential value to business are becoming apparent, marketing
professionals should have a solid knowledge of social media and more importantly social
media marketing. Simply having a grasp on how to post on Facebook, Twitter, YouTube or
another platform is not sufficient. Marketing professionals need to understand how to
integrate social into marketing strategies.
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The term Social Media should not be confused with Social Media Marketing, there is a
distinction to be made between the two. Social media is an evolving and changing assortment
of platforms and tools that enable businesses and consumers to share dialogue, information,
and interact on a one-to-one basis or on a one-to-many basis. Understanding how to combine
the traditional principles of marketing with the use of a tool (such as Twitter, Google+, or a
company blog) to meet an organizations objectives and goals is social media marketing.
Evolution of Social Media:

Being connected to the world around us has never been more easy and accessible than it is
today. But it did not start out that way. After the internet made it possible to reach people
around the globe with merely a click of a button, Social Networking exploded into one of the
biggest industries of our time.
We all know that social media has been just a few years around now and that this means has
changed our lives significantly. But do you also know how it all started and how people were
connected using the Internet before the invention of Facebook and Twitter.
In 1971, The First E mail was sent right next to each other.
In 1978, BBS (Bulletin Board System) exchanged data over Phone Lines with other users.
In 1994, one of the webs First Social Networking Sites, Geocities was founded. The concept
was for users to create their own websites categorized by one of six cities known for certain
characteristics.
In 1995, THEGLOBE.COM gave users the freedom to personalize their online experiences
by publishing their own content and interacting with others with similar interests.
In 1997, AOL Instant Messenger was launched. It popularized instant messaging.
In 2000, Fueled for years by the growing internet including early social networking sites,
THE.COM BUBBLE BURSTS, sending the stock markets crashing and web entrepreneurs
back to the drawing boards.
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In 2002, Friendster was launched, pioneering the online connection of real-world friends. Its
user-base grows to 3 million users in the first three months, about 1 in every 126 internet
users at the time.
In 2003 MYSPACE was launched, first conceived as a Friendster clone. Created by an
internet marketing firm, the first version was hastily coded in 10 days.
In 2004, Facebook was launched, originally as a way of connecting U.S college students.
First launched at HARWARD COLLEGE., more than half of the 19500 students signed up
within the first month.
In 2006, Twitter was launched and the most popular ORKUT social networking site was
launched.
In 2008 FACEBOOK overtook MYSPACE as the leading social networking site, in monthly
unique visitors. Both the sites are vastly more popular than the original Friendster.
Now social networking sites are ruling over people and Social networking site are making its
users go crazy and addicted.
Facebook:
Facebook is a social networking service launched in February 2004, owned and operated by
Facebook, Inc. As of September 2012, Facebook has over one billion active users, more than
half of whom use Facebook on a mobile device. Users must register before using the site,
after which they may create a personal profile, add other users as friends, and exchange
messages, including automatic notifications when they update their profile. Additionally,
users may join common-interest user groups, organized by workplace, school or college, or
other characteristics, and categorize their friends into lists such as "People from Work" or
"Close Friends".
Facebook was founded by Mark Zuckerberg with his college roommates and fellow Harvard
University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris
Hughes. The website's membership was initially limited by the founders to Harvard students,
but was expanded to other colleges in the Boston area, the Ivy League, and Stanford
University. It gradually added support for students at various other universities
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beforeopening to high school students, and eventually to anyone aged 13 and over. Facebook
now allows any users who have to be at least 13 years old to become registered users of the
site.
A January 2009 Compete.com study ranked Facebook as the most used social networking
service by worldwide monthly active users. Entertainment Weekly included the site on its
end-of-the-decade "best-of" list, saying, "How on earth did we stalk our exes, remember our
co-workers' birthdays, bug our friends, and play a rousing game of Scrupulous Facebook?"
Twitter:
Twitter is an online social networking service and microblogging service that enables its
users to send and read text-based messages of up to 140 characters, known as "tweets".
Twitter was created in March 2006 by Jack Dorsey and by July, the social networking site
was launched. The service rapidly gained worldwide popularity, with over 500 million
registered users as of 2012, generating over 340 million tweets daily and handling over 1.6
billion search queries per day. Since its launch, Twitter has become one of the ten most
visited websites on the Internet, and has been described as "the SMS of the Internet."
Unregistered users can read tweets, while registered users can post tweets through the
website interface, SMS, or a range of apps for mobile devices.
Twitter Inc. is based in San Francisco, with additional servers and offices in New York City,
Boston, and San Antonio.
LinkedIn:
LinkedIn Corporation is a social networking website for people in professional occupations.
Founded in December 2002 and launched on May 5, 2003, it is mainly used for professional
networking. As of January 2013, LinkedIn reports more than 200 million acquired users in
more than 200 countries and territories.
The site is available in English, French, German, Italian, Portuguese, Spanish, Dutch,
Swedish, Romanian, Russian, Turkish, Japanese, Czech, Polish, Korean, Indonesian, and
Malay. Quant cast reports LinkedIn has 21.4 million monthly unique U.S. visitors and 47.6
million globally. In June 2011, LinkedIn had 33.9 million unique visitors, up 63 percent from
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a year earlier and surpassing Myspace. LinkedIn filed for an initial public offering in January
2011 and traded its first shares on May 19, 2011, under the NYSE symbol "LNKD".
Growth of Social Media:
Social media is continuing to grow and cement its place at the center of daily life for many.
Total time spent on social media in the U.S. across all devices grew 37% to 121 billion
minutes in July 2012, compared to 88 billion in July 2011. But what and how they access
social media is shifting.
Growth in mobile used helped fuel the growth. While the computer remains the top device
for social media access, consumers time spent with social media on mobile jumped 63%
percent in 2012, compared to the same period last year. Overall, consumers continue to spend
more time on social networks than any other category of web sites - 20% via PC and 30% of
total time online via mobile.
Trends of social media:
Social networking is one of the fastest growing activities among mobile users and has
become a significant driver of Internet usage on mobile device.
Gaining a voice in the conversation taking place across mobile social network will be
challenging for marketers.
Most marketers are thinking through key issues, such as internal ownership and scalability of
mobile social programs.
Budgeting and definitions of ROI likewise continue to evolve.
The biggest near term opportunities will come from location aware application.
Search will get more social: real-time content in result, information from social network
friends to result, using collective information from other Web users.
Importance and Future prospects:
Social media has witnessed a sea change in itself in the recent years from Blogs and Forums
to Facebook, Twitter and YouTube etc. The increasing craze of the social media networking
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among the people can be used as a mode of reaching of more and more customers online.
Social media is found to be extremely useful in generating leads, performing market research
and establishing the marketers as thought leaders. The increasing likeability of selling
through this medium is now even attracting the Business to consumer organizations as well.
Social Media Marketing is gaining popularity far more than expected due to the efficient and
considerable change it has brought in the online marketing world.
In the coming years, social media marketing will probably focus on three main areas, namely
video, mobile and engagement for efficient marketing through the social media. It is high
time that smart online users should effectively exploit this opportunity to attract more and
more visitors to their site. In order to keep benefiting, the online companies should build
applications and products that can woo the consumers and help them in having market
research through social media.
Companies can use social networking

websites for raising awareness about their
brand and their popular products.
Companies get a chance
to interact with their existing customers through the medium
of social network
It is easier for the
companies to announce their new products through social
networking websites.
The amounts
of users including regular visitors to the social networking websites are
massive.
Customer
satisfaction can also be increased if social media is used properly by a
company.
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1.2.2 Company Profile:
Introduction:
ODigMais a leading online marketing firm which offers innovative solutions for
companiesto connect with their consumers on the web. It helps brands listen to consumers
online and engage in meaningful conversations with them. It combines an understanding of
online marketing with creative and technology skills and builds digital brands. It is one of the
strongest companies when it comes to analytics and focus on consumer centric marketing.
Background and Inception
Odigma was started in May 2010. Its headquarters is situated in Bangalore .AdvitSahdev is
the CEO and Founder for ODigMa. He has over 10 years of IT & global marketing
experience with companies and teams of Intel, Infosys, and P&G & Unilever. At ODigMa,
Advit is spearheading strategic direction for the firm and looks after the companys
expansion efforts. Under his tutelage ODigMa is heading to be Indias most trusted
performance based social media firm.
Setting new standards of excellence, he has launched some of the best cutting edge practices
in the digital marketing space and is a staunch believer that If we cannot measure, then it is
not a deliverable. Passionate about sharing his experiences, he often dons a writers hat and
has authored 4 books on social media marketing with several more in the pipeline.
An engineer by training, it was Advits passion for marketing and business analytics that
changed the course of his career and turned him into an entrepreneur. He is an alumnus of the
prestigious National Institution of Technology, Surathkal and holds a B.E. in Electrical &
Electronics engineering.
Today the company has taken leadership positions in areas like social applications,
conversation platforms, influencer engagement programs, Facebook fans management &
engagement, goal conversions amongst others.
Odigma has a team of highly dedicated professionals who have a keen focus on Data &
Creativity. Odigma provides Performance based Online marketing If we cannot measure,
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then it is not a deliverable.

With an understanding of the Indian consumer mindset coupled with insights on
global trends, Odigma is well equipped to make use of the social media capabilities
available today and build credible & effective social media campaigns.
ODigMa has done a lot of campaigns which include online and offline campaigns.
An example of such a campaign is what we have done for a car launch in
Ahmedabad where we had Facebook apps, live streaming of an outdoor event on
Facebook, live chat with fans and offline picture clicking campaign. Apart from this,
we have built a lot of apps for campaigns around occasions such as Christmas,
Father's Day, etc. We have also done a lot of campaigns for product launches.
Organization:
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Mission: Customer Satisfaction is our primary objective and we strive for Excellencein it.
End user Contact and Immediate Problem Resolution is our Strength.
Vision: To be online Experts.
Product profile:
Odigma provides Services like

Facebook Brand building suite (We like to call us gurus over here)
Twitter Strategy planning and implementation
Social Media platform Connect
Strategy on Social Media Applications
SEO and Google Ad words PPC
Facebook Brand building suite:
Facebook is the largest network of people. If you don't have a brand on Facebook, then either
you are missing out, or you are paying a lot on other networks. We will develop a Brand for
you on Facebook with the following activities.
Twitter Strategy planning and implementation:
Twitter is not Facebook or anyway similar. Companies use Twitter in a completely different
way and that is what you have to do. Having lots of followers on Twitter may be a good
status symbol, but is it really worth it.
Social Media platform Connect:
You need to have the same face and the same words out of that face It should not change
from one social media site to other. Here is what we do to ensure this
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Strategy on Social Media Applications:
Applications are great to automate things and bring about virility, but you need to know how
and when to use the right application. This is where we come in.
SEO and Google Ad words PPC:
We also do this If you are still keen on Search engine marketing, then we respect your
decision and assist you in leveraging the maximum.
Competitors:
Regalixis a digital marketing company incorporated and headquartered in Palo

AltoCalifornia in 2004. It has offices in India located at Banglore, Delhi and
chandhigarhRegalix organizes discussions where industry experts are invited to speak.
Regalix also organizes webinars on social media, search marketing, SEO and other topics to
help companies leverage the digital marketing channels for online marketing.
Regalix provides web technology, in-depth analytics and online marketing technologies
services. Its online marketing solutions include setting up and building social networks,
writing blog content, participating on forums, developing web applications, and marketingbased games. Other services include doing podcast, webinars, PPC, SEO designing
customized landing pages and Web 2.0 portals
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As two of San Antonios most recognized names in their respective and distinct areas of
marketing, Gray Digital Group and The Atkins Group have joined forces to become one of
the citys most formidable marketing powerhouses. Our new entity boasts award winning
strategic brand communications and a fully integrated digital platform team, all under one
roof. The move is based upon the belief that The whole is greater than the sum of its parts.
Milestones:
1. Indias Most Successful Facebook Campaign for launch of Toyota Live in Ahmedabad
2. ROI based Social CRM approach for MTS data cards to deliver customer support par
excellence
3. Indias most successful Social Media presence for Infibeam.com amongst all e-commerce
companies
4. Wild Craft 6, 00,000 fans in three months
5. Bharat matrimony 3, 00,000 fans
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BCG Matrix:
Relative Market Share

High
Star(SEO)
Cash Cow(Social Media)
Low
Question Mark(CreativeTeam)
Dog(Application Development)
Star: SEO (Search Engine Optimization)

Cash Cow: Social Media
Dog: Application Development
Question Mark: Creative
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SWOT Analysis:
Strengths
Odigma is one of the leading social media marketing firms. The company is a giant
marketplace used by more than 100 million people. The company exploits the benefits of
Customer Relationship Management (CRM). This is the Business-to- Consumer (B2C) side
of their business.
Strengths
Brands
Existing customer base
Existing brand distribution
Loyal customer base
Lower risk
Healthy financial position
Employees
Weakness
Competition
Brand management
Intermediaries
Technology
Employee skills
Opportunities
Cross selling
New markets
New services
Co-branding
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Threats:
Customer choice
New entrants
New competitive products & Channel conflict
Organizational Analysis:
People:
Top Management: CEO AdvitSehdev
Middle Management: Vice President, Brand Manager, SEO Lead, Account Manager, Project
Manager, Add lead
Bottom Management: Analysts, Application Developer, Graphic designer
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Organizational Chart:
CEO
Vice President (Marketing)
Manager
Brand Manager
Creative lead
SEO Lead
Account Manager
Project Manager
Developer
Analyst
Tester
Application Developer
Add lead
Graphics Designer
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Policies: There are no such promotion policies in the company. Promotions

areexclusively on merit centric.
Procedures: The Company follows bottom-up approach.
Top Management
Middle Management
Bottom Management
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1.3 Objective of study
There are many reasons social media can be a productive marketing channel or platform. The
purpose should dictate strategy and the tactics used for reaching desired goals. The main
objective of online marketing to reach the target customers fast with effective communication
by help of internet.
Most of business suggest that both corporate and functional objectives need to conform to a
set of criteria referred to as an acronym SMART.
The SMART criteria are summarized below:
1. Specific The objective should state exactly what is to be achieved.
2. Measurable An objective should be capable of measurement so that it is possible
to determine whether (or how far) it has been achieved
3. Achievable The objective should be realistic given the circumstances in which it is
set and the resources available to the business.
4. Relevant Objectives should be relevant to the people responsible for achieving them
5. Time Bound Objectives should be set with a time-frame in mind. These deadlines
also need to be realistic.
The main objective of the study in this project is to understand the importance
ofsocial media in present scenario and how effectively it reaches to target customers
by using online advertisement.
The other objectives of the study include:
To find out different users in social networking sites.
To find out target audience in social media marketing.
To understand the level of employee participation for better service delivery.
To find out advertising effectiveness on brands in social media.
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To make customer engaged on social media through brands.
To entertain users on social media.
1.4 Need of study

With the rapid growth of online purchasing, we are missing out if were not optimizing the
Internet as a sales channel. The Internet has become the great equalizer, leveling the playing
field for businesses so that small startups can compete against powerful, established brands.
In the past, marketing was focused on promotion. We would place an ad in a newspaper or a
magazine, or on television or radio, and hope that people would see it and make a purchase.
Things started changing after the Internet was introduced, computers became more affordable
and more people came online. Suddenly there was this huge network of sites that millions of
people could access.
Online business has become highly competitive with people opening up businesses in all
industry verticals. To gain online presence and increase brand awareness digital marketing is
mandatory. It is hard to imagine a successful business without digital marketing today. Be it
any industry vertical, small or large scale business, the website has to be designed in the right
way and marketing activities should be powerful to target online audience. With regular
monitoring and updating of essential activities.
The facts are that digital methods of communication and marketing are faster, more versatile,
practical and streamlined, so it is perhaps unsurprising that once the technology became
available we began quickly moving into the digital age. The good news is that digital offers
just as much potential to marketers as it does to consumers.
1.4.1 Key result area (KRA):
To study the strategies applied by Digital Marketing to remain as the most preferred
vendor and understand how it influences the business.
To understand how to do competitor analysis by studying the success ratio of

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agencies who implemented Digital Marketing Strategies in their business.
To understand the importance of customer satisfaction and attractive online

advertisements by using social media as a platform.
To understand and analyze the dependence on Online Marketing in the present day
scenario in link building by using keyword optimization.
1.4.2 KSA model:
KSA include Knowledge, Skills and Abilities that an applicant must have to perform
successfully in the position.
Knowledge:
A body of information needed to perform task. In completing this project one should have
knowledge of
Dynamic Work Environment
Social Media
Upcoming Digital marketing Trends
Skills
Skills are the proficiency to perform a certain task. Skills required for this project are
Analytics
online Marketing
Content Marketing
Social Media
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Abilities
Abilities are an underlying, enduring trait useful for performing tasks. Few abilities required
are
Communication
Creativity
Written Comprehension
Broad Thinking
1.5 Research Methodology

The research methodology is presented as followed:
Google keywords: Collected key words form Google keywords
Promotion: Promoting the page of Digital Marketing in the promotion using the
keywordsthat are collected from Google keywords.
Internet Business Promoter (IBP):
Making use of IBP for off page SEO. That is promotion of website in other sites and listing
of the website in the search engines all over the world.
Social Bookmarking: In Search Engine Optimization the role of social bookmarking is
veryimportant. SEO off page optimization is all about building backlinks to the site. Social
bookmarking provides backlinks to the site which is very helpful in increasing the page
ranking of any site.
Directory Submission:
It is the activity of the Off Page Optimization. Directory submission performs for collecting
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the backing of own site through which own site PR (page rank) is increase in Google
searches. It is very basic activity of the Off Page Optimization. Directory Submission
perform for increase Ranking.
Forum Posting:
Forum is a place for discussion on the clients website. In this forum, people can post their
queries and share their views with other members. However, the idea behind Forum Post is
that of Online Community but we understand that you would like to publicize your products
through questions and answers with some links for your website.
Blog Commenting:
Blog commenting is a popular online marketing strategy. By leaving thoughtful comments on
a blog post, an individual or a business is able to gain exposure among that blogs audience.
Classified Posting:
It is a process of posting ads online on various sites in order to promote the companys
products and services.
Article Submission:
Article submission is seriously one of the most powerful white hat (organic link building)
ways of getting links; its quite simple, which is completely safe from any changes from
Search Engines.
Digital Quantitative research method:
When it comes to quantitative research, digital data gathering has obvious perks. Digital
surveys allow customers, clients or employees to respond immediately, with submitted data
collected instantaneously. This is carried out by various surveys.
Website Surveys
Your website is your brand come to life for customers who interact with you online. By
enhancing quantitative Web analytics data (such as Google Analytics) with customized
Website Surveys, we can gather information such as why visitors came to your site and
whether or not they found what they were looking for. As a result, you can make more
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informed decisions about your sites overall functionality.

Social Media Surveys
The meteoric rise in popularity of social media practically begged for Social Media Surveys.
We can design surveys targeting specific respondents on Facebook, Twitter, MySpace or
LinkedIn.
SAMPLING PROCEDURE:
A sample is a part or small section selected from the population of area and the
process of such selection is known as sampling. The number of units in the sample is known
as sample size. Sampling is a tool, which enables us to draw conclusion about the
characteristics of the population after studying only those subjects or items that is included in
the sample.
SAMPLE SIZE:
An optimum sample survey is one which fulfils the requirements of efficiency,

representative ness, reliability and flexibility. The size of the sample should ensure minimum
of cost and minimum of standard error. The sample size chosen was 60 respondents.
SAMPLE DESCRIPTION:
The research is considered to be a qualitative research. The population of the

organization where the research is conducted is 100. The element of the population is the first
and middle line employees of the organization are taken under study. The method by which
sampling units were selected is by simple random sampling. The data collection is primary
data collection using a structured questionnaire. And the available secondary data was used
additionally. The employees working in MAX stores were participated in the survey.
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SOFTWARE USED FOR DATA ANALYSIS:
The Microsoft Excel tool has been used to represent the data from the employees in the form
of a graph. The graph shows the percentage of people responded for the particular option.
This is useful for the analysis of the data. Pie-chart is used to represent the data. Analysis and
Interpretation are done based on the information given by the respondents.
Statistical tools used for analysis:

Analysis of data:
Question 1 -11
OPTION
PERCENTAGE
STRONGLY AGREE
STRONGLY DISAGREE
NEUTRAL
AGREE
DISAGREE
Percentage Analysis:
Percentage analysis refers to a specific kind of ratio used in making the comparison between
two or more series of data. Percentage is used to describe relationship and can also be used to
compare the relative terms, the distribution of two or more series in data.
Percentage of respondent= (no. of respondent/total no. of respondent) *100
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1.6 Scope of the study

With more and more Indians using the Internet as a means of communicating, this new field
of marketing is on a rise. Since it is a cost effective medium of spreading a message, it is
very popular among the youth. As per a media report, today 500 million people access
Internet regularly in India and that is jump of 600% in last six years. This will give you an
idea about the scope of internet marketing.
The tremendous scope of Internet Marketing in India, we have to understand that
marketing through the internet can be an entirely different ball game. In fact it is a potent
combination of technology and marketing acumen.
Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One cant begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs of the clients and visualizes
their needs to deliver what they want.
Due to the vast demographic expanse of the country digital marketing is something which
can really help the way people connect with each other. Digital marketing is acting as a boon
for the marketers because one of the greatest hindrances of the traditional mode of marketing
is lack of mass reach.
In a recent survey of marketers, it was found that 80% wanted to promote their product
through internet and out of those, 70% were planning to promote via Social media. India has
large number of companies which work on various scales of business. The diversification of
goods and services is huge. Some are small, some are big, some produce products, some
provide services. All these companies have to promote their product or service by advertising
in the right way. There are many digital media agencies in Mumbai which provide these
digital marketing services.
1.7 Limitation of the study
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Easier to have outdated information on internet, update timing is a critical issue here.
Many web visitors expect something for free.
There is a lot of competition in the market and by the time visitor reaches the product
they have already gone through many links and got the required product.
Online Marketing is not free as the cost of hardware, software, wed site design, online
distribution costs, maintenance of website and yes time, all should be factored into the cost of
providing product and service.
So many scams are on internet.
Timing of updates is critical. Its easy to have outdated information on website.
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2. Literature review
Introduction:
We live in a super-connected world these days and as such, advertising and marketing are no
longer the same animals they once were. This is especially true due to the rise of social
media, which has changed how businesses communicate with potential and existing clients.
So what exactly is digital marketing and what does it encompass? Basically, its a collective
term which is used where marketing meets internet technology and other forms of new
media.
One major benefit of online advertising is the immediate publishing of information that is not
limited by geographic or time constraints. Online advertisers can customize advertisements,
making consumer targeting more efficient and precise. For example, Ad Words, Yahoo!
Search Marketing and Google Ad Sense enable ads to be shown on relevant web pages or
alongside related search results. On the other hand, consumers have greater control over the
content they see, affecting the timing, placement, and visibility of online advertisements.
Online advertising includes
Online marketing:
Search Engine Optimization
Social Media Marketing
Email Marketing
Referral Marketing
Content Marketing
Search Engine Marketing
Pay Per Click
Cost per Impression
Search Analytics
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Web Analytics
Display Advertising
Contextual Advertising
Behavioral Targeting
Affiliate Marketing
Cost Per Action
Revenue Sharing
Mobile advertising
Google ad wards
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2.1 Online Marketing

Introduction:
Internet marketing refers to advertising and marketing efforts that use the Web and email to
drive direct sales via electronic commerce, in addition to sales leads from Websites or emails.
Internet marketing and online advertising efforts are typically used in conjunction with
traditional types of advertising like radio, television, newspapers and magazines.
Online Advertising, also called as Internet Advertising, uses the Internet to deliver
promotional marketing messages to consumers. It includes Email Marketing, Search Engine
Marketing, Social Media Marketing, many types of Display Advertising (including Web
Banner Advertising), and Mobile Advertising. Like any other advertising media, Online
Advertising frequently involves both a publisher, who integrates advertisements into its
online content, and an advertiser, who provides the advertisements to be displayed on the
publishers content. Other potential participants include advertising agencies that help
generate and place the ad copy, an ad server who technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the advertiser.
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:
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Define business goals, target audiences and messaging per audience

Measure existing Internet presence and programs
Define / refine Internet marketing strategy
Implement
Measure results
Fig: Internet Marketing Methodology
Online advertising is a large business and is growing rapidly. In 2011, Internet advertising
revenues in the United States surpassed those of cable television and nearly exceeded those
of broadcast television. In 2012, Internet advertising revenues in the United States totaled
$36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011. Online
advertising is widely used across virtually all industry sectors.
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Specialized Areas of Internet Marketing:

Internet marketing can also be broken down into more specialized areas such as
Search Engine Optimization:
It is the process of affecting the visibility of a website or a web page in a search engine's
"natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the
search results page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users. SEO may target different kinds of
search including image search, local search, video search, academic search news search and
industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing
its content, HTML and associated coding to both increase its relevance to specific keywords
and to remove barriers to the indexing activities of search engines. Promoting a site to
increase the number of back links, or inbound links, is another SEO tactic.
Social Media Marketing:
Social media marketing refers to the process of gaining website traffic or attention through
social media sites. These programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media
rather than paid media.
By getting connecting to the customers via various social media websites and promoting
theirProducts, building brand image, and many other promotional activities. Some of the
website
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Which is being used nowadays by ecommerce is:
Facebook
Twitter
LinkedIn
Email Marketing:
Electronic marketing is directly marketing a commercial message to a group of people using
email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or
solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or current customer database. Broadly, the term is
usually used to refer to:
Sending email messages with the purpose of enhancing the relationship of a merchant
with its current or previous customers, to encourage customer loyalty and repeat business.
Sending email messages with the purpose of acquiring new customers or convincing
current
customers to purchase something immediately.
Adding advertisements to email messages sent by other companies to their customers.
Researchers estimate that United States firms alone spent US $1.51 billion on
emailmarketing in 2011 and will grow to $2.468 billion by 2016.
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Referral Marketing:
Referral marketing is a structured and systematic process to maximize word of mouth
potential. Referral marketing does this by encouraging, informing, promoting and rewarding
customers and contacts to think and talk as much as possible about their supplier, their
company, product and service and the value and benefit the supplier brings to them and
people they know. Referral marketing takes word of mouth from the spontaneous situation to
one where maximum referrals are generated.
Online referral marketing, using digital marketing as a platform, is the internet based
approach to traditional referral marketing. Given the advances in tracking customer behavior
online through the use of web browser cookies, online referral marketing provides a high
degree of tracking and accountability.
As mobile access to the internet becomes increasingly popular, offline referral marketing
using Track able business cards are also becoming increasingly popular. Tack able business
cards typically contain QR codes linking them to online content for sale while providing a
way to track that sale back to the person whose card was scanned.
Content Marketing:
Content marketing is any marketing format that involves the creation and sharing of media
and publishing content in order to acquire customers. This information can be presented in a
variety of formats, including news, video, white papers, e-books, info graphics, case studies,
how-to guides, question and answer articles, photos, etc. Content marketing is focused not on
selling, but on simply communicating with customers and prospects. The idea is to inspire
business and loyalty from buyers by delivering "consistent, ongoing valuable information".
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2.2 Search engine marketing

Introduction:
Search engine marketing (SEM) is the process of gaining traffic by purchasing ads on search
engines. It is also called paid search and sometimes referred to as CPC (cost-per-click) or
PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis. SEM
is short for search engine marketing, which once was used as an umbrella term to
encompass both SEO (search engine optimization) and paid search activities. However, over
time, many adopted the SEM acronym to refer solely to paid search.
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising. SEM may use search engine optimization (SEO), that adjusts or
rewrites website content to achieve a higher ranking in search engine results pages or use pay
per click listings.
Specialized Areas of Search Engine Marketing:

Various types of Search Marketing are discussed as follows:
Pay per Click:
Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when
the ad is clicked. It is defined simply as the amount spent to get an advertisement clicked.
With search engines, advertisers typically bid on keyword phrases relevant to their target
market. Content sites commonly charge a fixed price per click rather than use a bidding
system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites
or search engine results with related content that have agreed to show ads.
In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site,
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PPC implements the so-called affiliate model, which provides purchase

opportunitieswherever people may be surfing. It does this by offering financial incentives (in
the form of a percentage of revenue) to affiliated partner sites. The affiliates provide
purchase-point click-through to the merchant. It is a pay-for-performance model: If an
affiliate does not generate sales, it represents no cost to the merchant. Variations include
banner exchange, pay-per-click, and revenue sharing programs.
Websites that utilize PPC ads will display an advertisement when a keyword query matches
an advertiser's keyword list, or when a content site displays relevant content. Such
advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or
beneath organic results on search engine results pages, or anywhere a web developer chooses
on a content site.
Cost per Impression:
Cost per impression, often abbreviated CPI, is a term used in online advertising and
marketing related to web traffic. It refers to the cost of internet marketing or email
advertising campaigns where advertisers pay each time an ad is displayed. Specifically, it is
the cost or expense incurred for marketing potential customers who view the
advertisement(s).
Search Analytics:
Search analytics is the analysis and aggregation of search engine statistics for use in search
engine marketing (SEM) and search engine optimization (SEO). In other words, search
analytics helps website owners understand and improve their performance on search engines.
Search analytics includes search volume trends and analysis, reverse searching (entering
websites to see their keywords), keyword monitoring, search result and advertisement
history, advertisement spending statistics, website comparisons, affiliate marketing statistics,
multivariate ad testing.
Web Analytics:
Web analytics is the measurement, collection, analysis and reporting of internet data for
purposes of understanding and optimizing web usage. Web analytics is not just a tool for
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measuring web traffic but can be used as a tool for business and market research, and to
assess and improve the effectiveness of a web site. Web analytics applications can also help
companies measure the results of traditional print or broadcast advertising campaigns. It
helps one to estimate how it changes traffic to a website after the launch of a new advertising
campaign. Web analytics provides information about the number of visitors to a website and
the number of page views. It helps gauge traffic and popularity trends which is useful for
market research.
There are two categories of web analytics:
Off-site web analytics

On-site web analytics.
Off-site web analytics refers to web measurement and analysis regardless of whether
youown or maintain a website. It includes the measurement of a website's potential audience
(opportunity), share of voice (visibility), and buzz (comments) that is happening on the
Internet as a whole.
On-site web analytics measure a visitor's behavior once on your website. This includes
itsdrivers and conversions; for example, the degree to which different landing pages are
associated with online purchases. On-site web analytics measures the performance of your
website in a commercial context. This data is typically compared against key performance
indicators for performance, and used to improve a web site or marketing campaign's audience
response. Google Analytics is the most widely used on-site web analytics service; although
new tools are emerging that provide additional layers of information, including heat maps
and session replay.
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2.3 Display advertising

Introduction:
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. In contrast, classified advertising generally appears in a distinct section, was
traditionally text-only, and was available in a limited selection of typefaces. Display
advertisements are not required to contain images, audio, or video: Textual advertisements
are also used where text may be more appropriate or more effective. An example of textual
advertisements is commercial messages sent to mobile device users, or email. One common
form of display advertising involves billboards. Posters, fliers, transit cards, tents, scale
models are examples of display advertising.
Display advertising is graphical advertising on the World Wide Web that appears next to
content on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes, and can include text,
logos, pictures, or more recently, rich media.
Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a
combination of text, audio, still images, animation, video, and interactivity content for active
participation from the recipient of the ad.
You may picture display advertising like magazine or newspaper ads, just online and - like
TV commercials - with the possibility of moving from static to interactive, flash and video.
However, display advertising has a significant advantage over advertising in magazines,
newspapers and TVs:
Targeting options such as demographic and behavioral targeting are available to laser
in on your audience
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You can track the performance of your campaign daily to measure metrics such as
impressions, clicks and conversions to calculate your ROI.
Forms of Display Advertising:

Contextual Advertising:
Contextual advertising is a form of targeted advertising for advertisements appearing on
websites or other media, such as content displayed in mobile browsers. The advertisements
themselves are selected and served by automated systems based on the content displayed to
the user. A contextual advertising system scans the text of a website for keywords and returns
advertisements to the webpage based on those keywords. The advertisements may be
displayed on the webpage or as pop-up ads. For example, if the user is viewing a website
pertaining to sports and that website uses contextual advertising, the user may see
advertisements for sports-related companies, such as memorabilia dealers or ticket sellers.
Contextual advertising is also used by search engines to display advertisements on their
search results pages based on the keywords in the user's query.
Contextual advertising is a form of targeted advertising in which the content of an ad is in
direct correlation to the content of the web page the user is viewing. For example, if you are
visiting a website concerning travelling in Europe and see that an ad pops up offering a
special price on a flight to Italy, thats contextual advertising. Contextual advertising is also
called In-Text advertising or In-Context technology. Apart from that when a visitor
doesn't click on the ad in a go through time (a minimum time a user must click on the ad) the
ad is automatically changed to next relevant ad showing the option below of going back to
the previous ad.
Behavioral Targeting:
Behavioral Targeting refers to a range of technologies and techniques used by online website
publishers and advertisers which allows them to increase the effectiveness of their campaigns
by capturing data generated by website and landing page visitors. When it is done without the
knowledge of users, it may be considered a breach of browser security and illegal by many
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countries' privacy, data protection and consumer protection laws.

When a consumer visits a web site, the pages they visit, the amount of time they view each
page, the links they click on, the searches they make and the things that they interact with,
allow sites to collect that data, and other factors, create a 'profile' that links to that visitor's
web browser. As a result, site publishers can use this data to create defined audience
segments based upon visitors that have similar profiles. When visitors return to a specific site
or a network of sites using the same web browser, those profiles can be used to allow
advertisers to position their online ads in front of those visitors who exhibit a greater level of
interest and intent for the products and services being offered. On the theory that properly
targeted ads will fetch more consumer interest, the publisher (or seller) can charge a premium
for these ads over random advertising or ads based on the context of a site.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting
based on factors like geography, demographics or contextual web page content. It's worth
noting that many practitioners also refer to this process as "Audience Targeting".
2.4 AFFILIATE MARKETING

Introduction:
Affiliate marketing is a type of performance-based marketing in which a business rewards
one or more affiliates for each visitor or customer brought by the affiliate's own marketing
efforts. The industry has four core players: the merchant (also known as 'retailer' or 'brand'),
the network (that contains offers for the affiliate to choose from and also takes care of the
payments), the publisher (also known as 'the affiliate'), and the customer. The market has
grown in complexity, resulting in the emergence of a secondary tier of players, including
affiliate management agencies, super-affiliates and specialized third party vendors.
Affiliate marketing overlaps with other Internet marketing methods to some degree, because
affiliates often use regular advertising methods. Those methods include organic search
engine optimization (SEO), paid search engine marketing (PPC - Pay Per Click), e-mail
marketing, content marketing and in some sense display advertising. On the other hand,
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affiliates sometimes use less orthodox techniques, such as publishing reviews of products or
services offered by a partner.
Affiliate marketing is commonly confused with referral marketing, as both forms of
marketing use third parties to drive sales to the retailer. However, both are distinct forms of
marketing and the main difference between them is that affiliate marketing relies purely on
financial motivations to drive sales while referral marketing relies on trust and personal
relationships to drive sales. Affiliate marketing is frequently overlooked by advertisers.
While search engines, e-mail, and website syndication capture much of the attention of
online retailers, affiliate marketing carries a much lower profile. Still, affiliates continue to
play a significant role in e-retailers' marketing strategies.
Specialized Forms:
Cost per action:
Cost Per Action or CPA (sometimes known as Pay Per Action or PPA; also Cost Per
Conversion) is an online advertising pricing model, where the advertiser pays for each
specified action - for example, an impression, click, form submit (e.g., contact request,
newsletter sign up, registration etc), double opt-in or sale. Direct response advertisers
consider CPA the optimal way to buy online advertising, as an advertiser only pays for the ad
when the desired action has occurred. The desired action to be performed is determined by
the advertiser.
Revenue Sharing:
Revenue sharing is also known as cost per sale, and accounts for about 80% of affiliate
compensation programs. E-commerce web site operators using revenue sharing pay affiliates
a certain percentage of sales revenues (usually excluding tax, shipping and other 3rd party
cost that the customer pays) generated by customers whom the affiliate refer via various
advertising methods. Another form of online revenue sharing consists in people working
together and registering online in a way similar to that of a corporation, and sharing the
proceeds. A third form of revenue sharing on the internet consists of enticing internet users to
sign up and create content by offering a share of advertising revenue.
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2.5 Mobile advertising

Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile
devices. It is a subset of mobile marketing. Some see mobile advertising as closely related to
online or internet advertising, though its reach is far greater - currently, most mobile
advertising is targeted at mobile phones, that came estimably to a global total of 4.6 billion as
of 2009. Notably computers, including desktops and laptops, are currently estimated at 1.1
billion globally.
2.6 Google Ad words

Google Ad words is the advertising online through Google search engine if anyone searches
for the specific keywords which can be related to products in case of ecommerce. Google Ad
words helps in increase temporary traffic to the website as well as short term sales. Google
Ad Words is Google's main advertising product and main source of revenue. Google's total
advertising revenues were USD$42.5 billion in 2012. Ad Words offers pay-per-click, that is,
cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost-per-mille (CPM)
advertising, and site-targeted advertising for text, banner, and rich-media ads. The Ad Words
program includes local, national, and international distribution. Google's text advertisements
are short, consisting of one headline of 25 characters and two additional text lines of 35
characters each. Image ads can be one of several different Interactive Advertising Bureau
(IAB) standard sizes.
2.7 7 P's of Marketing on the Internet

The four P's - Product, Price, Place and Promotion have long been associated with marketing,
but things have changed on the Internet. So along with a change in the nature of the four Ps
there are three new Ps which are relevant to the internet marketer.
1. The Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
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presented in the form of a detailed online catalogue that the customer can browse through.
Technology allows the user to virtually touch and feel the product on the Internet - rotate it,
zoom in or zoom out and even visualize the product in different configurations and
combination. The example of the above can be seen at dell.com where the company offers
the user to virtually feel every aspect of their product before they go into a buy decision.
Content and software are two avatars of digitized products that can be even distributed
overthe Internet. On the Internet, E-marketing will be based more on the product qualities
rather than on the price. Every company will be able to bring down the cost of its products
and hence competition will not be on price. It will rather be on the uniqueness of the product.
To be able to attract the customers and retain them, the company will have to provide
nouvelle and distinct products that forces the net users to purchase and come back for more.
2. The Price has been drastically changed over the Internet. It lets the buyer decides the
price. Also it gives the buyers information about multiple sellers selling the same product. It
leads to best possible deal for the buyers in terms of price. A website named Priceline.com is
extremely popular as its compares the price of many airlines and offers the least price to the
buyer. The very famous bazee.com now known as ebay.in follows the same principles.
Pricing is dynamic over the Internet.
3.
The Place revolves around setting up of a marketing channel to reach the
customer.Internet serves as a direct marketing channel that allows the producer to reach the
customer directly. The elimination of the intermediate channel allows the producer to pass
the reduced distribution cost to the customer in the form of discounts. Dell Computers have
used this strategy very effectively and hence they have been able to reduce their prices of
their laptops drastically and reaped huge profits.
4.
Promotion is extremely necessary to entice the customer to its website, as there
arecurrently more than one billion web pages. Promoting a website includes both online and
offline strategies. Online strategies include search engine optimization, banner ads, multiple
points of entry, viral marketing, strategic partnership and affiliate marketing. Presently, the
cyberspace is already cluttered with thousands of sites probably selling similar products. For
the customers to know of the Companys existence and to garner information on the kind of
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products or services that the company is offering, promotion has to be carried out. There can
be traded links or banner advertisements for the same. Also the traditional mediums like
print, outdoor advertising and television can be used to spread awareness. Email campaigns
and spamming the Chat rooms on almost every server has been exploited to the maximum for
the cause of promoting their website.
5.
Presentation The presentation of the online business needs to have an easy to
usenavigation. The look and the feel of the web site should be based on corporate logos and
standards. About 80% of the people read only 20% of the web page. Therefore, the web page
should not be cluttered with a lot of information. Also, simple but powerful navigational aids
on all web pages like search engines make it easy for customer to find their way around. The
principle of K.I.S.S (Keep it simple stupid) is the most important factor that has to be
considered while presenting the online business
6.
Processes Customer supports needs to be integrated into the online web site. A
salesservice that will be able to answer the questions of their customers fast and in a reliable
manner is necessary. To further enhance after sales service, customers must be able to find
out about their order status after the sale has been made. For e.g. FedEx (www.fedex.com),
the overnight Courier Company allows its customers to keep track of the parcel and they are
well informed about the present whereabouts of their package. Similar variants have been
used by the Government of India for its Speed post and Registered Ad services where you
can keep a track of your post by entering the code that has been issued to you.
7. Personalization Using the latest software from Broad-Vision and others, it is

possible to customize the entire web site for every single user, without any additional
costs. The mass customization allows the company to create web pages products and
services that suit the requirement of the user. A customized web page does not only
include the preferred layout of the customer but also a pre selection of goods the
customer may be interested in. For e.g. Yahoo! (www.yahoo.co.in) entered the Indian
cyberspace and started its personalized services. A registered user of Yahoo can now
personalize the front page with all the information he needs. He can read the news of
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the world, add a tax calculator, see the weather forecasts of his city and listen to his
favorite songs and all this simultaneously.
Effective customer retention strategies must focus on measuring and

achieving the following objectives:
Maximize customer satisfaction for current customers.
Identify dissatisfied customers before they leave through a customer retention program.
Measure why current customers leave.
Customer retention requires attention to customer details. Establishing personal relationships

is difficult, especially as businesses grow. We are all aware of businesses that have lost their
personal touch and seemingly no longer know either your name or your needs.
Effective customer retention management can help you build your business without
losing the friendly face on your business. Because business evolves, the customer
retention target is continually moving and customer retention surveys can be good for
the following:
Discovering the Defects
In-Time Identification of Dissatisfied Customers
Employee Involvement
Benchmarking of Satisfaction and Customer RetentionLoss Levels
Planning of Customer Retention Solutions
Establishment of Standards for Excellence
Process Management and Improvement
Stretch Objectives for Continued Satisfaction and Improvement
Typical reasons for customers leaving include:
Poor Service
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Lack of Personalized Service
Cost / Value Breakdown
Lost Customers (Contact Information Outdated)
Competitor Superiority
No Longer in the Market (Doesnt Need)
The Best Approach For Customer Retention and Satisfaction Surveys

The best approach to customer retention is to monitor customer satisfaction and building
customer relationships.
Customer retention by its very nature is individualized and will vary by the kind of product
or service provided, the kinds of customers served, the number of customers served, the
longevity and frequency of customer/supplier interactions, and how you intend to grow your
business.
Three very different approaches to customer retention produce meaningful and useful
findings:
Post Purchase Evaluation
Satisfaction feedback is obtained from the individual customer at the time of product or
service delivery (or shortly afterward). This type of satisfaction survey is typically used as
part of a CRM (Customer Relationship Management System) Retention System and focuses
on maintaining a long term relationship with the individual customer.
Periodic Satisfaction Surveys
Satisfaction feedback from groups of customers at periodic intervals to provide an occasional
snapshot of customer experiences and expectations. This type of survey monitors the general
health of the company and products and can be used to provide tracking benchmarks.
Continuous Satisfaction Tracking
Satisfaction feedback is obtained from the individual customer at the time of product or
service delivery (or shortly afterward) and then periodically thereafter. Customer retention
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scores based on the satisfaction tracking surveys will provide flags and a management
tracking tool to assure quality is at high levels over time.
Customer Retention provides an understanding of customers expectations and satisfaction.
Satisfaction surveys typically require multiple questions that address different dimensions of
the satisfaction concept. Satisfaction measurement includes measures of overall satisfaction,
satisfaction with individual product and service attributes, and satisfaction with the benefits
of purchase. Retention measurement is like peeling away layers of an onion-each layer
reveals yet another deeper layer, closer to the core.
At a minimum, customer retention surveys should address:
Service concerns that seem to cause customers to leave.
An evaluation of the competitiveness of current pricing.
An evaluation of advertising campaigns, features and benefits promised and delivered.
An evaluation of competitor advertising campaign.
Implement an exit interview to determine why the customer is leaving or has left.
Develop a customer retention problem escalation program that has the power to present
incentives, counter-offers, or resolve all problems.
Each of these methods will increase retention through customer intercept, development of
measures to key in on customer problems, and measures of the degree of success.
Customer Feedback: Voice of the Customer
Successful companies understand the importance of the Voice of the Customer (VOC) as an
integral part of customer retention management.
Voice of the Customer addresses both strategic and operational decisions of the
corporation using a hierarchical customer retention and needs analysis. VOC prioritizes
customer needs according to what they really need and want.
As key criterion in total quality management, Voice of the Customer, drives the Baldrige
Award criteria. As stated by The National Institute of Standards and Technology (NIST), the
first key concept in the Baldrige Award criteria is that quality is based on the customer
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Voice Of The Customer Retention Surveys

Our Voice of the Customer monitoring system allows data integration to any CRM solution.
We have experience working with Siebel, Microsoft, People Soft, etc. Customer surveys can
be sent automatically and on a continual basis with no human interaction. Sophisticated
customer tracking and smart text piping options may be used to customize and pre-populate
the questionnaires based on the individuals CRM or account information.
Our clients are using the VOC system to send automatic surveys to their customers after
using a help desk, making an online purchase or registering a new product. VOC surveys are
personally addressed to the individual while asking specific question based on the customers
recent purchase or request.
Our clients are using these customer retention survey opportunities to help determine market
segmentation, product evaluation and awareness along with overall satisfaction and intention
to continue as a customer with the company.
In the case of the customer being extremely dissatisfied with a process or purchase, our
clients can access or receive via e-mail a copy of all dissatisfactory surveys. Customer
feedback is sent immediately via email to a designated individual inside the organization for
timely follow up and quality control.
As an example in the consumer products area, one manufacturer observed a long term
decline in sales of a leading item in their product line. Management struggled with
determining whether the decline was due to quality issues or due to other issues related to
product appeal. Using Voice of the Customer technology, important customer needs were
identified. More in-depth analysis showed that these needs were associated with key design
attributes that could be easily modified to improve product quality. The net result was a
reversal in sales decline and rejuvenation of an important part of the product line.
Voice of the Customer technology satisfies information needs while keeping the customer in
mind.
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Findings
3.1 Ecommerce
Electronic Commerce (Ecommerce) is online buying or selling of products and/or services.
Ecommerce is also known as ecommerce or E-business. Ecommerce has its own benefits
which made it as popular as it nowadays. Ecommerce took some time to become popular
because it was new and customers were defensive towards nonretail buying. As everything
comes with its advantages and disadvantages both, ecommerce has it too.
Electronic commerce, commonly known as e-commerce, is a type of industry where buying

and selling of product or service is conducted over electronic systems such as the Internet
and other computer networks. Electronic commerce draws on technologies such as mobile
Commerce, electronic funds transfer, supply chain management, Internet marketing, online
Transaction processing, electronic data interchange (EDI), inventory management systems,
and automated data collection systems. Modern electronic commerce typically uses the
World Wide Web at least at one point in the transaction's life-cycle, although it may
encompass a wider range of technologies such as e-mail, mobile devices social media, and
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telephones as well.
3.1.1 Evolution of Marketing:

At the beginning of the century, social life was mostly local. It was followed by a period in
which commodities were produced on a mass scale. Consumer Marketing operated on mass
marketing principles and business primarily concerned itself with how to build the best sales
force. At the end of the century, there is an emerging global culture. The major driver of
these changes is technology. Technological change has moved steadily back focusing on the
individual. These changes shape the possibility and conduct of business. Marketing is
especially tied to communication and transportation revolution. As the tools and reach of
marketing increase, the job and responsibilities of marketers have evolved with them.
Kotler formalized this evolution with his book "Marketing Management." His key stages are
production, sales and brand management. Each of these is strongly motivated by
technological opportunities, which permit new methods and new opportunities. A fourth
stage, a focus on the individual customer, is also important. As the new technology of the
Internet develops, it reinforces the new marketing emphasis - which in many ways is a return
to business at the turn of the century.
In todays technology driven world, a new fast paced digital economy is emerging. In the
near future, it wouldnt be surprising to see that there are companies that exist only inside
computer networks. Most business transactions will be made electronically, directly from the
producer to the consumer, bypassing the supply chain. In the digital marketing environment,
the consumer becomes an integral player in the development of the product. In fact, a
consumer might build the product himself from a wide array of parts provided by the
company. It is e-commerce that is changing the way products and services are conceived,
manufactured, promoted, priced, distributed and sold. The reason being that it is much
cheaper; it allows vast coverage and helps in serving the customer better.
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3.2 Growth of Online media
India has an internet user base of about 137 million as of June 2012.The penetration of e-commerce is
low compared to markets like the United States and the United Kingdom but is growing at a much
faster rate with a large number of new entrants. The industry consensus is that growth is at an
inflection point.
Unique to India (and potentially to other developing countries), cash on delivery is a preferred
payment method. India has a vibrant cash economy as a result of which 80% of Indian e-commerce
tends to be Cash on Delivery. Similarly, direct imports constitute a large component of online sales.
Demand for international consumer products (including long-tail items) is growing much faster than
in-country supply from authorized distributors and e-commerce offerings.
The Figure below gives us a fairer idea of the growth of internet usage and e-commerce in India
Fig: Growth of E-commerce in India
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Fig: Growth of E-commerce over years
3.3 Effectiveness of the Net in Reaching Out to the Masses

The reach of Internet may not yet be as wide as that of other mass media, but given its unique
advantages, it is undoubtedly the communication medium of the future. Marketers around the
world have from time to time tried to reach their target audiences through various media.
Scientific and technological advances have and will continue to create newer media to
improve communication, and marketers will try to use the same to effectively address their
audiences. Internet is one of the latest to join the list of such media inventions.
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s3.3.1 Internet Fame with the Indian Audiences:

Let us first take a quick look at the audience that this medium is trying to reach. The top 8
metros of the country, the scope of the Internet as a medium to reach out to a large number of
people is presently limited. However, some of these limitations can be addressed.
1. Internet is available in regional languages also. Even today this medium is largely confined
to only those who are literate in English. Various initiatives of companies like ITC and HLL
like E-choupal and i-Shakti have given a considerable boost to vernacular usage of internet.
2. Internet is accessible though other media also and not only through telephone lines. In the
current scenario, the usage of internet might be dominated by telephone lines, but broadband
and cable net are coming in a huge way.
3. Government policies are aimed at broadening and strengthening the infrastructure required
for Internet accessibility.
There could be several other modes to increase the reach of the Internet.
3.3.2 Internet Fame with the Indian Audiences:

Let us first take a quick look at the audience that this medium is trying to reach. The top 8
metros of the country, the scope of the Internet as a medium to reach out to a large number of
people is presently limited. However, some of these limitations can be addressed.
1. Internet is available in regional languages also. Even today this medium is largely confined to
only those who are literate in English. Various initiatives of companies like ITC and HLL like Echoupal and i-Shakti have given a considerable boost to vernacular usage of internet
2. Internet is accessible though other media also and not only through telephone lines. In the
current scenario, the usage of internet might be dominated by telephone lines, but broadband
and cable net are coming in a huge way.
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3. Government policies are aimed at broadening and strengthening the infrastructure required
for Internet accessibility.
There could be several other modes to increase the reach of the Internet. However, with the
current limitations, the projections on Internet usage appear to be as follows:
3.3.3 Current Media usage habits of the Indian audiences:

TV, print and cinema have penetrated the most. Internet in the media terms is expected to
make an impact and show its true caliber, but is yet not taken as a serious medium.
Does that mean that Internet is not an effective tool for reaching out to people? Or is it likely
to work very well under certain conditions?
To understand this better, let us compare Internet and other traditional media, first from the
customers point of view. Current media options serve two broad benefits to the customer:
1. Information
2. Entertainment
The reach or popularity of any media is related to
1. The extent of benefits perceived to be delivered
2. The cost of acquisition of the media itself
In short, the reach is related to the net value perceived by the customer about that particular
medium.
On the basis of the above clarification, Internet appears to have a comparatively higher cost
of acquisition. However, Internet has brought with it a very high degree of control to the
media user. Not only are there a plethora of sites catering to every imaginable need, there is
also a high degree of flexibility in what the user is able to do. All of this makes Internet a
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highly interactive media but also an expensive one.

If the internet is treated and used exactly like any other medium, it is unlikely to yield major
benefits to the marketer. Its effectiveness is dependent not only on the target audience one is
talking to, but also largely on the ability of the marketer to make use of the real advantages of
the Net like interactivity, flexibility, ability to monitor and the like.
Next, one can also evaluate Internet as a media from the marketers point of view by way of
a similar classification. If evaluation as per the above classification is done, the Internet does
not appear to be a very advantageous option either in terms of reach or in terms of costeffectiveness. But Internet has various other advantages over the traditional media which
cannot be neglected. These stem mainly from the ability of this medium to allow a far more
focused targeting as compared to other media.
To quickly summarize the advantages of the Internet as seen from the point of view of the
user as well as the marketer:
To the user:
Internet gives more control in choosing content. It offers customization of the content, the
way the user wants to view it. It offers a variety of options for information and entertainment.
It offers a wide range to choose from for the user.
It offers tremendous convenience to the user not only in delivery of information, but also in
allowing him to transact often in a seamless manner.
The best example of giving control of content is the My Yahoo !!service offered by the
Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging
from news to stock options to entertainment to sports and just about everything.
To the marketer:
The Internet offers several options to a marketer trying to target a particular community
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It serves not only as a channel of information, but also of product distribution

It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost
equal to one-to-one interaction with the audience.
It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action
This action could be a click on the banner or even product purchased or just a banner
impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media.
Given the payment options and high interactivity, the Internet offers a medium for high level
of experimentation at a low cost.
E.g. one can change the whole look of the advertisement within hours and increase the
effectiveness of the communication on the Internet. Imagine doing the same with a television
advertisement. Therefore, though the Internet with its present limitations may not be able to
match other media in actually reaching out to large numbers of people, the benefits of this
highly customizable and interactive medium can be used effectively to target niche
audiences.
This can be elaborated a little more by answering the following questions:

1. Who are the people who can be reached through the Internet?
2. Which are the products that can possibly benefit from marketing on the Internet?
3. What are the options available to the marketer to reach out more effectively to their
audiences?
4. Are there ways for monitoring effectiveness of this medium in order to control it better?
Overview of the Indian Internet Users:
According to the data available with NASSCOM, about 60 per cent of Indian Internet users
are chiefly found in the age group of 19-34. Almost 80 per cent of Internet users are males. It
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is estimated that the Internet user spends an average of 10 hours per week on the Net, and
usually earns over 6000 per month. Almost 53 per cent of Internet users belong to SEC
A1/A2. More than 55 per cent of such Internet users live in towns with a population of over
40 lakhs. Even today, Indian users are most likely to use the Net for sending and receiving
emails. However, information- and entertainment-seeking are also growing.
Fig: Overview of Indian Internet Users based on Age
Which products are likely beneficiaries of the Internet?

Given that the usage of the Internet is highest amongst young, male audiences belonging to
the larger towns and who belong to higher SEC groups, for this medium to be cost-effective,
products having similar target groups would benefit the most from this medium.
The most likely examples that come to mind include telecom, financial products and
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services, products related to entertainment like movies (promotions and tickets), plays,
contests etc, FMCG products where the core target audience is younger (deodorants, soft
drinks), consumer durables to some extent and high-end services like tour operators, airline
services, hotels etc.
Advertising options available on the Internet:
The Internet offers a variety of options for the marketer to advertise her/his products/brands.
These include
1. Banner ads and their variations

2. E-mailers and their variations
3. Sponsorships
4. Search Engines
5. Affiliate marketing
In India, banners still remain the most popular option. However, wider options are now
available to the marketer which, even at the cost of being intrusive, serves to enhance the
visibility and effectiveness of the banner
The Variants of Banners include:
1. Banner Ad - a graphical web advertising unit, typically measuring 468 pixels wide and 60
pixels tall (i.e. 468x60).
2. Beyond the Banner - online advertising not involving standard GIF and JPEG banner ads.
3. Button Ad- a graphical advertising unit, smaller than a banner ad.
4. HTML banner - a banner ad using HTML elements, often including interactive forms,
instead of (or in addition to) standard graphical elements.
5. Iterstitial - an advertisement that loads between two content pages.
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6. Pop-up Ad - an ad that displays in a new browser window.

7. Pop Under Ad - an ad that displays in a new browser window behind the current browser
window.
8. Rectangle Ad - any one of the large, rectangular banner sizes suggested by the IAB.
9. Rich Media- new media that offers an enhanced experience relative to older, mainstream
formats.
10. Skyscraper Ad- an online ad significantly taller than the 120x240 vertical banner.
11. Text Ad - advertisement using text-based hyperlinks.
12. Surround Session - advertising sequence in which a visitor receives ads from one
advertiser throughout an entire site visit.
13. Vertical Banner - a banner ad measuring 120 pixels wide and 240 pixels tall.
Given the highly interactive nature of the Internet, and the also fact that unlike other media it
offers a higher level of identification of the user, simple direct marketing tools such as email
can also be used more effectively. For example, a high-end car seller can today easily send an
offer to persons earning over Rs 25000 per month at a very reasonable cost and within a very
short period.
Then again there are sponsorships, which can be effectively used to increase brand salience
and even change image.
The other tool on the web with enormous potential, and which has possibly not been used to
its optimal level yet by marketers in India, is the search engine. Marketers can own either
popular keywords or make use of meta-tags (these are similar to the keywords which the
search engines uses to catalogue various websites/products) in order to go higher on the
search lists.
The above is used by the search engine giant Google.com and it has reaped profits so much
so that it is now being viewed as a threat by the computer giant Microsoft Inc.
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3.4 Promotion and Advertising Events

Odigma consultancy which offers best service to digital marketing clients. It is a startup and
had started a few years back. My project is to update clients database on social media
Social Media:
Irrespective of demographic barriers, age barriers, it is the only platform that connects people
globally. Almost everyone holds an account in various social media sites like Facebook,
Twitter, etc. According to the surveys, it is proven that the average time of 2-3 hours are
spent on social media platforms. Therefore to reach through maximum people easiest way is
to advertise on these sites. For an educational website like Institute of Digital Marketing, it is
the best platform because main targeted people are students who spent usually more time on
social media.
Pros and Cons of Social Media Targeting

Over the years, magazine subscription demographics or Nielsen ratings may have used to
determine when and where to spend advertising dollar. Despite enhancements in these
techniques, however, they have remained a rather imperfect science. Social media ads,
however, provide a powerful means for brand to reach the right people at the right time.
Still, it's important to balance the perks of granular targeting through social media with the
potential downfalls of zeroing in on specific demographics and groupings. Here are some
pros and cons of social media ad targeting that your brand should consider before starting
campaigns.
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Advantage:
1. Targeting Options
Perhaps the biggest plus in terms of targeting is the sheer number of options any brand has
for drilling down to certain demographics and interest groups. Below is a list of many
possible groups to target, though it is by no means exhaustive:
Age
Location
Language
Gender
Education
Interest
Friends
Friends of friends
Relationship status
Actions taken
Occupation
2. Cost Effectiveness
Because of the granular targeting options available, the efficient spending of ad dollars is a
huge benefit. Instead of throwing a bunch of ads -- whether they are text, video, imagery, or
other media -- against a wall and seeing what works, you can make sure your money is being
spent in ways that make sense for the message that is present and the brand one represent.
3. Advertising Copy and Creative
When we say that one can deliver the right messages to the right people at the right time by
using social ad targeting, it's important to explain what that means. By targeting specific
groups of people, one should remember that they may now have the ability to use images and
copy that reflect the interests and vernacular of those in your targeted audience. While one
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don't want to overdo it, it is important to create advertising content that suggests a superior
knowledge of audience. A person can no longer need to create blanket marketing messages
that appeal to a wide swath of people. So research targeted audience, understand their
needs,and appeal to that.
Disadvantage:
1. Limiting Potential Reach
A potential downside to targeting groups of people with social media ads is the self-imposed
limits put in place by this strategy. When a person start choosing different groups to target,
he start removing potential groups of people who may be receptive to his advertising
message, despite not falling into a particular demographic. One can hope to see a viral spread
from social ads, which would expose new people to content. If this doesn't happen, however,
ads will only be seen by a certain percentage of people. Because one can combine targeting
options, reach a very specific group of people. But that also means that ads will not reach a
large group, especially when start drilling down to particular interests. So it's important to
balance targeting with potential reach to find the sweet spot for message.
2. The "Intrusion Factor

Remember that you and your audience have a lot in common: just like them, you are human
beings who enjoy some privacy; even if it's understood that there is now less of that with
social networks. So, imagine seeing the following ad copy when you sign into Facebook:
"Hey, 24-30 year old male from Long Island who enjoys fishing, you should buy our fishing
poles, and bring your daughter with you!"
While this is an extreme example, it's not inconceivable that you could create ad copy that is
hyper-focused on a select group of users. This, however, may not be the best route. While I
noted above that you should make sure to research your audience and target copy toward
them, you can certainly overdo it. Be cognizant of the fact that most users don't want your
brand making it seem like you have everyone's information at your fingertips; instead, softly
imply that you know your audience without knowing too much about them.
Facebook:
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It seems like everyone is now using social Facebook. Consider these staggering usage
statistics posted in June of 2010 on Facebooks Web site:
50% of Facebooks 400 million active users log on in any given day
The average user has 130 friends
Users spend over 500 billion minutes per month on Facebook
More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo
albums, etc.) are shared each month on the Facebook site
With Facebook offering such an easier way to advertise, many small businesses are taking
advantage of this. This means that unless your advertisement is striking, it will be lost along
with everything else, and not net you any benefit. Life online is really fast, and things happen
in minutes. In the real world, life is a little slower. The following promotions are made on
Facebook in order to get users attention.
Facebook Page
The most effective of using Facebook for business is creating Facebook pages. It takes few
minutes to create a Facebook page and the impact is huge on the people. It actually helps the
business to be
Discoverable: When people

search for any related thing on Facebook, they'll be able to
find about the business
Connected: Have one-on-one conversations with customers, who

can like Page, read
posts and share them with friends, and check in when they visit.
Timely: Facebook Page can help reach

large groups of people frequently, with messages
tailored to their needs and interests.
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Insightful: Analyticson Page will give a deeper understanding of customers and

marketing activities.
A page on Institution of Digital Marketing is created and has got around 100 likes in the first
week. This page is used as a platform to discuss the schedules of upcoming events, current
news on digital marketing etc. to get interaction with the people who have liked the page.
There were no results in the beginning but slowly people started responding to the posts on
current news, about different trends on digital marketing. With 999 likes and 15 people
talking about Institute of Digital Marketing, it has successfully conducted events and also got
many enrollments for various courses. Here is a screenshot of the page today.
Facebook Events
Creating events on Facebook can be an effective, low-cost way to market business event. But
business owners may not get the sales and new leads they're hoping for if they overlook the
many small details involved in event creation and promotion. Some important things should
be kept in mind while creating an event.
Where:Be specific -- if it's an offline event, give the exact address so Facebook users see
amap. If it's online, say so.
Time: Facebook doesn't show time zones, so the exact time is specified correctly
Images: Create two -- a large, compelling image for the event page and a thumbnail for
event app.
Extras:Don't check the radio button for "only admins can post on event wall," or
attendeeswon't be able to ask questions or post on event wall.
These Facebook events are one time and hence can be attached to Facebook pages. But
Facebook prevents the join button on those events that are attached to Facebook pages to
avoid spamming.
Facebook pages actually help people knowing about the upcoming events where the pages
they are following. There are various options available for the users to decide whether they
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are attending, not attending or they dont know about the event. It is the smartest way of
getting peoples attention and interest in the areas where they wanted to know.
The Facebook event we have created was for a one day workshop on Digital Marketing for
Beginners. This workshop mainly concentrated on students and house wives who have
minimum knowledge on digital marketing. For those who wants to buy tickets online, it is
done through exprestore, an online payment platform.
LinkedIn:
LinkedIn also has a very loyal user base. The site currently has over 70 million members in
over 200 countries. A new member joins LinkedIn approximately every second, and about
half of its members are outside the U.S. LinkedIn also has tremendous visibility with
company management, and claims that a significant percentage of executives from all
Fortune 500 companies are now LinkedIn members.
If your company is in business to sell to other businesses, LinkedIn is arguably a muchbetter
platform than others for targeted advertising to individuals. LinkedIn is more for
theprofessional business-to-business set. LinkedIn has differentiated itself over the years to
be a no-nonsense, professional social network free of games and music.
Pros and Cons of Advertising on LinkedIn

LinkedIn is one of todays biggest social networks but its not exactly what you might call
strictly social. LinkedIn provides a great deal of exposure to businesses and can help find
new partners, business opportunities, or employees. Some might even call LinkedIn a social
network for business as its used mainly for professional networking. As a social
platform,LinkedIn incorporates many social aspects, but its main focus is the business world.
As a result, many small business owners join LinkedIn with the hopes of expanding their
ventures and creating new connections that might prove beneficial. But like most things,
LinkedIn has its pros and cons.
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Pros
The first, most obvious benefit from using LinkedIn comes from the algorithmic
realm of SEO (search engine optimization). Its yet another avenue that search
engines use to bring businesses in search query results. Its the perfect tool to give a
business more exposure while also allowing it to expose the most crucial parts of its
business the mission, the background, the members of the team, etc. Increased SEO
exposure leads to increased web traffic which, in turn, leads to an increased
conversion rate.
LinkedIn is also a great way to stay up-to-date with the news from your industry or
field of interest. This is a major benefit it keeps you in the current loop, indicates
upcoming trends or big ideas, and provides a ripe stomping ground for sharing
experiences and advice among experts surrounding topics that are important to the
business. These easily accessible resources are invaluable to a company, particularly
smaller ones, due to its low cost and high beneficial value.
LinkedIn is also a great asset because of the amount of information it gives about a
particular company or business. Similar to Facebook, LinkedIn will tell you all the
major data you need to know about a company as well as give you the professional
profiles of the individuals associated with the business from employees to investors.
Access to this type of specific data and information allows users to easily find
potential partners or recruit new employees, saving you a lot of time, energy, and
resources.
LinkedIn Answer also gives users the chance to demonstrate their knowledge and
skills in their respective field to establish themselves as credible experts with
vastknowledge and expertise. In turn, this is beneficial for LinkedIn users as it
positions
them
as
experts
and
boosts
the
companys
credibility.
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Cons:
When looking at LinkedIn, its also important to be aware of and acknowledge its cons.
One of the major negatives is the way users use LinkedIn as an advertising megaphone
via SPAM so brace yourself for the slew of SPAM coming your way.
Once established, LinkedIn is a major timesaver. But in the beginning, it requires a lot of
personal time and work to get your connections flowing and conversations started. Users
need to constantly ask others to be introduced to companies and individuals they are
interested in connecting with, which can be cumbersome at times. Always keep in mind
that LinkedIn is a platform for connections and conversations so approach these tasks
with the outcome of building a business relationship in mind. This task can be
sidestepped with the paid version of LinkedIn, but that might not be an option for smaller
companies with a limited budget.
Overall, LinkedIn is a solid platform for businesses and individuals. If you are just getting
started, keep these pros and cons in mind. If you do, your relationship and experience
with LinkedIn will prove beneficial.
In our internship, we used LinkedIn to grow the professional network of Institute of
Digital Marketing. This institute not only provides knowledge but also do business with
its skill sets. LinkedIn helps in building great professional network and in getting new
businesses. Apart from the workshops and course classes, Institute of Digital Marketing
has some set of people who develops e-commerce websites and optimizes them. Hence,
in order to get business we have used LinkedIn as a major platform.
In LinkedIn groups, there will be discussions going on every time. So, we have created a
LinkedIn group and started discussions on various topics on digital marketing. In the
beginning the results were very slow since LinkedIn is strictly a professional network and
the targeted people might not show much interest here. As it goes on, our discussion has
got a wide popularity with students from different colleges asking questions and actively
participating in the discussion.
With this growing popularity on LinkedIn, slowly business started coming in. in the
beginning only small projects used to come like landing page creation, content creation,
blog postings etc. There were two big projects came during my internship tenure from
Dharani Computers and The Suntech Corporation for developing and managing the
website and do search engine optimization for them.
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Twitter:
Twitter is an online social networking and micro blogging service that enables users to
send and read "tweets", which are text messages limited to 140 characters. Registered
users can read and post tweets, but unregistered users can only read them.
With the interest growing towards digital marketing, searches related to information
regarding various forms of digital marketing have been increased drastically. An account
has been created in twitter on behalf of Institution of Digital Marketing and tweeting on
behalf of that. Surprisingly, there is huge number of followers for that account and
questions, retweets were posted regarding details.
Each tweet is limited to 140 characteristics and one cannot convey detailed information
on a particular topic. So what we have done is, we gave headline to a topic what we want
to discuss and have given the link about what we are going to discuss. This was used as a
back linking platform and it resulted in gaining traffic to the website, Facebook page or
LinkedIn whichever link we have given for detailed information. Apart from this, pictures
regarding workshops were posted and got leads through that.
The Benefits of Doing Twitter Advertising:
The first and most immediate benefit are the results from the initial tweet. Things like
clicks, likes, followers, and increase web traffic.
The second benefit is that your topic and name is out in the twitter universe more
often and that may help with Twitter search results. The more your name and website
appears the better.

The third benefit is the SEO bump from all the URLs in the tweet. This is basic
Search Engine Optimization back link building. URLs in tweets may not carry the
same weight as on page links but links are links and the more you have the better.
All this to say, the benefits from someone tweeting and re-tweeting you last for much
longer than the immediate effect of the tweet.
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3.5 Optimizing Content

Writing for Search Engines:
Search engines are changing their ways in terms of rankings and their criteria for quality
content. However, that search engines are only programs that are built using mathematic
algorithms and probability calculations not real people visiting your site. First and
foremost, website content should always be written to provide value for audience. If
youre still writing for search engines, you may be making the following errors:
Focusing on high-volume keywords: If youre a little fish in the sea of
yourindustry, it doesnt make sense to compete against the big sharks. Small businesses
have a much harder time gaining traction with high-volume keywords, as the competition
is so fierce. To overcome this, focus on long-tail keywords (keyword phrases with three
or more words) that still have a respectable search volume.
Elevating your keyword density: When it comes to keywords, less can be more.
Stuffing keywords into every other sentence may have worked in the past, but now, its
definitely frowned upon. Add keywords where it makes sense, but dont focus on
achieving a certain density percentage.
Creating content
producing
in
production
mode: Many businesses
say that
enough content is one of their top challenges but, again, less can sometimes offer more
when it comes to creating content. Churning out content left and right isnt sustainable
and will most likely result in mediocre content, at best. Instead, focus on creating fewer
content pieces that are of higher quality, and build that evergreen content for more
durable reach and engagement.
Optimizing on-page:
Too much of anything is never good, and that certainly holds true with optimization
techniques. In fact, over-optimization is something that search engines have been known
to penalize websites for. Keyword stuffing your title tags, meta keywords, and meta
descriptions will just make you look like a spammer to search engines like Google and
Bing,which wont result in a favorable outcome for your brand. Again, these tactics may
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have worked in the past, but today, they can do more harm than good.
Link Building Efforts:

Link building has certainly received a bad rap over the past couple years, as many of the
tactics involved can be downright spam. The following have become big link building nonos particularly when done carelessly or to excess:
Directories: Do you think people surfing the web still use directories? Not very often.
Mostof them were built strictly for link building purposes, making them virtually
worthless these days.
Link exchanges: Most link exchanges involve sites that are completely irrelevant
toone another, and that just screams spam.
Article marketing: Content is king, but not when it comes to article

marketing.Avoid creating low-quality content for the sole purpose of building
links and instead invest those resources on creating compelling content pieces.
Blog networks: Blog networks are not credible, as their sole reason for existing is
togame the search engines by providing a variety of (low-quality) links to each
blog.
Spam comments: With spam filters, leaving comments with links isnt as popular
asit used to be, but it is a tactic many still employ. Like all the other spamming
techniques, these will do you far more harm than good today.
Overuse of anchor text: Anchor text is still important, as it provides cues as to

whatthe content behind the link is about, which is helpful for site visitors
(particularly first-timers).
Keyword Rankings:
A couple of years ago search engine rankings were the only metric anyone seemed to pay
attention to. But being totally obsessed with rankings is a mistake these days, since search
results are unstable, and can vary by a number of additional factors.
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For example, when users are signed in to their Google accounts, they will see different
search results compared to when they are signed out and an altogether different set of
results may appear if they are searching on a mobile device. Additionally, rankings can
vary based on a searchers location (which can be auto-detected), and search engines also
provide search term suggestions based on their detection of common search intents.
Hence, it is important to place a greater focus on success metrics that have a greater
ultimate impact on your businesss bottom line.
Content to Social Networks:

Social media is not a set it and forget it tactic. First, though the life span of a link on a
social network varies by network, it averages only around 3 hours. That means after just a
short time, most social media users (and even your own fans and followers) will likely
have missed the link you posted an obvious cue that you should be sharing
consistently, and often.
Additionally, building a community on social networks takes work, and without the
communitys engaged involvement, simply pushing your content out to your social
outposts wont be very useful. Even posting a link on multiple sites, like Twitter,
Facebook, LinkedIn, and Google+, isnt enough; you must also interact with fans and
followers, build relationships with key influencers, and identify brand advocates who will
share your content. All of that takes time, but it is a necessary step of content
optimization, as it helps spread the reach of your content, and the influence of your brand.
On Page SEO Tools:

As the name itself says, it is the optimization of the content on the website to increase
visibility. Every page in the website is optimized with keyword rich content. There are
certain tools that are used for on page SEO are
Google Keyword Search Tool
Meta Tags
Keyword Density
Competitor Analysis
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On-Page SEO Checklist:
Always start with keyword selection, research and testing
Meta Description tag
ALT tags
H1 tags
URL structure
Internal linking strategy
Content
Keyword density
Site maps, both XML and user facing
Usability and accessibility
Off Page SEO:

Off page optimization or off-page SEO is basically controlling how the internet portrays
your website.
A professional off-page SEO will be able to employ their own resources to control how
search engines view your website and thereby control your ranking. Most off-page SEO
techniques done well will result in very high ROI and high ranking in MSN, Google and
Yahoo!
One way links from their link publishing partners

Gradual link building technology
Your business partners and their link publishing resources
General internet resources: Powerful free directories, one way link brokering etc.
Online PR campaigns
News articles
Yahoo answers
I have posted answers in yahoo answers giving our website link for reference. This is a
link building technique that helps in increasing traffic to the website. Another important
forms are blog commenting and forum posting by linking the website in the comments.
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4.1 Summary of findings

Benefits of internet marketing:
Internet marketing is important because it aligns with the way consumers make
purchasing decisions. Studies by analysts such as Gartner indicate that increasing
numbers of consumers use social media and research on mobile Internet to carry out
preliminary product and price research before making final decisions. Internet marketing
enables you to build relations with customers and prospects through regular, low-cost
personalized communication, reflecting the move away from mass marketing.
Internet Marketing is a hot topic especially in these days of instant results. The reason
why i-marketing has become so popular is because they provide three major benefits to
potential buyers.
1. Convenience: Customers can order products 24 hours a day wherever they are. They
donthave to sit in traffic, and a parking space, and walk through countless shops to find
and examine goods.
2. Information: Customers can find reams of comparative information about
companies,products, competitors, and prices without leaving their office or home.
3. Fewer hassles: Customers dont have to face salespeople or open themselves up
topersuasion and emotional factors; they also dont have to wait in line.
Internet Marketing also provides a number of benefits to marketers:
1. Quick adjustments to market conditions: Companies can quickly add products to
theiroffering and change prices and descriptions.
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs
ofrent, insurance, and utilities. They can produce digital catalogs for much less than the
cost of printing and mailing paper catalogs.
3. Relationship building: On-line marketers can dialogue with consumers and learn
fromthem.
4. Audience sizing: Marketers can learn how many people visited their on-line site and
howmany stopped at particular places on the site. This information can help improve
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offers and ads.

Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. Imarketing has at least five great advantages. First, both small and large firms can afford
it. Second, there is no real limit on advertising space, in contrast to print and broadcast
media. Third, information access and retrieval are fast, compared to overnight mail and
even fax. Fourth, the site can be visited by anyone from any place in the world. Fifth,
shopping can be done privately and swiftly.
The Internet is a powerful tool for strengthening relationships. By offering customers
content and time value, E-Marketing has opened new vistas for marketers. The greatest
feature of the digital economy is that it enables the E-Marketer to eradicate man
traditional barriers before entering new markets. These barriers include economies of
scale and geographic positioning. The innate strength of an E-Market comes not from the
seamless flows of goods and services from the producer to the customer but in the
geometrically increasing returns from converging ideas and technological change the
strength of online communities has never been so great, and companies have used them to
develop new markets. Notice how Linux distributed free on the Net has been able to build
up a faithful customer base. Ultimately here also the marketer has to realize that nothing
sells as well as a good product. But the beauty of the Internet is that it offers constant
opportunities for product enhancement based on continuous customer feedback.
Companies who have turned their business processes to incorporate these customer
responses have been able to leverage the power of the Web to gain competitive
advantage.
The rapid increase in the importance of mobile optimization
The death of old, black-hat SEO web spam tactics
Longer, richer content is ranking better than shorter content
Social media marketing is imperative to a successful SEO campaign
Integrating multimedia within text-based content improves and enhances content

rankings
Google authorship is playing a major role in search engine rankings and clickthrough rates
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5.1 Conclusion and suggestions
Conclusion
Advertising on the World Wide Web has many advantages and disadvantages. I believe
that in my opinion, that the advantages outweigh the disadvantages. Having online
advertisement, allowing your advertisement to be viewed globally all around the world,
takes your business to a whole new level targeting much more audience Digital marketing
engagements are typically multifaceted, solving for specific digital marketing challenges
while building ongoing client capabilities. In addition to defining new roles and
responsibilities and helping develop technology infrastructure issues and identify
potential partners. Having online advertisement, allowing your advertisement to be
viewed globally all around the world, takes your business to a whole new level targeting
much more audience. Its low cost, offers small business to invest in online marketing
cutting down in initial cost of marketing. Internets vast scope also allows every day users
to experience more services provided by business and makes it a convenient places for
shoppers. It allows people get more time out of their life, that other traditional shopping
methods such as driving to a store to pay bills. With the help of the internet, it has helped
us humans in many ways.
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Suggestions
The best reason why online advertising is most important is to navigate customers
simply to target product.
Online Advertising provides a valuable service for readers, pointing them to great
content. If you believe in putting the audiences needs first, this kind of thing is a nobrainer
SEO advertisers do at least serve one purpose: they show just how valuable simple
link as opposed to expensive branded ad campaigns can be.
Down fall of radio, newspaper and television advertisings, so digital marketing
took over the place and start advertise in best ways to gain new customers.
Online marketing is emerging as a powerful tool. Therefore, it is recommended
Ecommerce should use online marketing compulsory other than the normal marketing
activities to attract target customers.
Online marketing is slowly taking place of the conventional Marketing because of
tremendous increment in the users of internet.
Online marketing is not only cheaper but its easy way to connect with Customers.
5.2 Treats from the International Players:

Indian Ecommerce players have the treats from the newly entered or who are planning to
enter into the market. Amazon has already come up in the Indian market with the domain
name Amazon.in. Because of the earlier news of Amazon coming to India market,
Flipkart has already acquired Letsbuy.com which was Indias one of the biggest
ecommerce acquisition. Possible suggestion could be Indian ecommerce players can
come up with some kind of collaborations in order to enhance the marketability of Indian
ecommerce from The International ones.
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5.3 Social media is replacing conventional marketing:

It can be clearly stated according to the recent trend in the social media that its replacing
the conventional or regularly used marketing technique. Almost all the companies
nowadays are using social media marketing as a significant tool of advertising and (or)
marketing. Ecommerce companies have Digital marketing executives as their permanent
employees, who are taking care of the marketing campaign of them. Digital marketing
budget has become an important part of the total marketing budget. In case of Ecommerce
its one of the crucial part of the marketing budget.
5.4 Online Classified is replacing newspaper classified:

Introduction of the classified sites websites in the recent time is emerging as a more
powerful as well as cheaper form of advertising. Online classified has higher reach than
the newspaper or other classified marketing channels The increment in the number of
internet users has been a key driving factor for classified sites like Quikr, Olx and many
others.
Page 79
Bibliography
Reference:
Websites:
www.wikipedia.com
www.advertise.com
www.digitalbuzzblog.com
Books:
SEO Book by Aaron Wall

Advertising on the Internet, 2nd edition, ISBN-13: 978-0471183303
30 Days to Digital Media Expertise (4th Edition)
7Ps of marketing strategy from Marketing Management (14th edition) by Philip
Kotler
Advertising management by Rajiv Battra, John G. Mayers& David A. Aaker(page
no: 70-77, 165- 184)
Effect of advertising to reach target audience from Harward Business review
march 2013
Page 80

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Executive Summary

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1.1 Title of project

National School of Business

1.2 Problem Definition

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1.2.1 Industry profile:

Twitter Your Project Status:

engage with the

Social media considerations:

National School of Business

Evolution of Social Media:

National School of Business

Companies can use social networking

National School of Business

1.2.2 Company Profile:

Background and Inception

then it is not a deliverable.

National School of Business

Vision: To be online Experts.

Odigma provides Services like

Facebook Brand building suite:

National School of Business

Strategy on Social Media Applications:

Regalixis a digital marketing company incorporated and headquartered in Palo

National School of Business

National School of Business

Relative Market Share

Cash Cow(Social Media)

Star: SEO (Search Engine Optimization)

National School of Business

Existing customer base

Existing brand distribution

Loyal customer base

Healthy financial position

National School of Business

National School of Business

Vice President (Marketing)

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Policies: There are no such promotion policies in the company. Promotions

Procedures: The Company follows bottom-up approach.

National School of Business

1.3 Objective of study

To find out different users in social networking sites.

To find out target audience in social media marketing.

To understand the level of employee participation for better service delivery.

To find out advertising effectiveness on brands in social media.

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To make customer engaged on social media through brands.

To entertain users on social media.

1.4 Need of study

1.4.1 Key result area (KRA):

To understand how to do competitor analysis by studying the success ratio of

agencies who implemented Digital Marketing Strategies in their business.

To understand the importance of customer satisfaction and attractive online

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1.5 Research Methodology

informed decisions about your sites overall functionality.

An optimum sample survey is one which fulfils the requirements of efficiency,

The research is considered to be a qualitative research. The population of the

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SOFTWARE USED FOR DATA ANALYSIS:

Statistical tools used for analysis: