CLG Project Work

DIGITAL MARKETING IN INDIA
Sales
1st Qtr
2nd Qtr
3rd Qtr
4th Qtr
“DIGITAL MARKETING IN INDIA “

Bachelor of Management Studies
(2017-2018)
SUBMITTED BY
ASHIS KUMAR DAS
1
DECLARATION
I ASHIS KUMAR DAS the student of GANGADHAR MEHER
UNIVERSITY,SAMBALPUR,ODISHA
Hereby declare that I have completed the project on
DIGITAL MARKETING IN INDIA for the academic year 2017/18.
The information submitted is true and original to the best of my

knowledge.
DATE: 20 MARCH 2018
2
CERTIFICATE
This is to certify that Mr. ASHIS KUMAR DAS TYBMS SEAT NO:
Of Third Year (2017-2018) has successfully completed the project on
DIGITAL MARKETING IN INDIA under the guidance of
PROF.ARPAN MAHAPATRA
Course Coordinator: PROF.ARPAMN MAHAPATRA
Principal: SRINIBASH DASH
Project Guide/ Internal Examiner: PROF ARPAN MAHAPATRA
3
ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and
the depth is so enormous.
I would like to acknowledge the following as being idealistic channels and

fresh dimensions in the completion of this project.
I take this opportunity to thank the GANGADHAR MEHER UNIVERSITY for

giving me chance to do this project.
I take this opportunity to thank our Co-coordinator PROF ARPAN

MAHAPATRA for her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide

PROF ARPAN MAHAPATRA whose guidance and care made the project
successful.
Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents, ex-
student of GANGADHAR MEHER UNIVERSITY and UNIVERSITY teaching
staff, who supported me throughout my project.
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TABLE OF CONTENT
SR NO TABLE OF CONTENT PAGE NO

DECLARATION 2
CERTIFICATE 3
01 EXECUTIVE SUMMARY 6
02 INTRODUCTION TO MARKETING 7
A} LITERATURE REVIEW 8-9
B}OBJECTIVE OF MARKETING 10
MANAGEMENT
C} EVOLUTION ON 11-12
MARKETING
03 DIGITAL MARKETING 13
A} OBJECTIVES OF DIGITAL 14-15
MARKETING
B} ADVANTAGES AND 16-17
DISADVANTAGES OF DIGITAL
MARKETING
5
C} PULL DIGITAL MARKETING 18- 21

D} PUSH DIGITAL MARKETING 22-26
E} DIGITAL MARKETING STRATEGY 27-28
MIX
F} DIGITAL MARKETING MIX 29-30
G} UNDERSTANDING THE 31-35
INTERNET CUSTOMER
H}CRITICAL SUCCESS FACTOR OF
DIGITAL MARKETING
I} BENEFITS OF DIGITAL 36-37
MARKETING
04 DIGITAL ADVERTISING 38
A.} DIGITAL MARKETING VS 39
TRADITIONAL MARKETING
B}] OBJECTIVES 40-41
C} FEATURES OF DIGITAL
ADVERTISING
D}TYPES OF DIGITAL 42-46
ADVERTISING
05 CONSEQUENCE 47
06 MARKETING RESEARCH 48
07 SOCIAL MEDIA MARKETING 49-51
08 DATA 52-61
ANALYSIS&RESEARCH
09 CONCLUSION 62-64
10 CASE STUDY:
A} DELL 65
B} I POD 66-67
11 BIBLOGRAPHY 68
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12 ANNEXURE{BLANK 69-70
QUESTIONNAIRE}
1.}EXECUTIVE SUMMARY
This project says about Digital Marketing in Indian scenario. The main purpose of this
project is to aware the people of the modern concept of digital marketing which is cost
effective and time saving concept.
Under this project I have described the concept of marketing, digital marketing and
digital advertising. I have described about the marketing mix, 7P’s of digital marketing,
types of digital advertising. I have given the example of dell and I pod Touch Company
about how they used the digital advertising to bring the awareness of the product.
The USP of this project is the case study about the companies namely; DELL and I POD
TOUCH, extended marketing mix, merits of digital marketing.
Under this project I have tried to study about the digital marketing in India and its effect,
the importance of digital marketing in the growing world or advanced world. Anybody
reading this project will surely get an insight of digital marketing concept and its growing
importance.
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02.} INTRODUCTION
MARKETING
Marketing Spelled Pronunciation mar kiting which means:
1. The act of buying or selling in a market.
2. The total of activities involved in the transfer of goods from the producer or seller to
the consumer or buyer, including advertising, shipping, storing, and selling. At the
beginning of the century, social life was mostly local. It was followed by a period in
which commodities were produced on a mass scale. Consumer Marketing operated on
mass marketing principles and business primarily concerned itself with how to build the
best sales force. At the end of the century, there is an emerging global culture. The
major driver of these changes is technology. Technological change has moved steadily
back focusing on the individual. These changes shape the possibility and conduct of
business. Marketing is especially tied to communication and transportation revolution.
As the tools and reach of marketing increase, the job and responsibilities of marketers
have evolved with them.
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The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not
A. LITERAURE REVIEW
B.
The purpose of doing research in the area of digital marketing is because it seem huge,
intimidating and foreign. Businesses are looking for clearer picture to start but do not
know where and how to start doing digital marketing. In today’s time, social media
channels such as Face book, Twitter, Google and other social media firms have
successfully transformed the attitudes and
perceptions of consumers and in the
end helped revolutionized many
businesses. This was done through
measurable vast network of customers
with trustworthy data with real-time
feedback of customer experiences.
It is much more convenient for businesses
to conduct surveys online with a
purpose to get relevant information
from targeted groups and analyzing the
results based on their responses. Potential customers can look for reviews and
recommendations to make informed decisions about buying a product or using the
service. On the other hand, businesses can use the exercise to take action on relevant
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feedback from customers in meeting their needs more accurately. Digital marketing is
the use of technologies to help marketing activities in order to improve customer
knowledge by matching their needs (Chaffey, 2013). Marketing has been around for a
long time. Business owners felt the need to spread the word about their products or
services through newspapers and word of mouth. Digital marketing on the other end is
becoming popular because it utilizes mass media devices like television, radio and the
Internet. The most common digital marketing tool used today is Search Engine
Optimization (SEO). Its role is to maximize the way search engines like Google find your
website. Digital marketing concept originated from the Internet and search engines
ranking of websites. The first search engine was started in 1991 with a network protocol
called Gopher for query and search. After the launch of Yahoo in 1994 companies
started to maximize their ranking on the website (Smyth 2007). When the Internet
bubble burst in 2001, market was dominated by Google and Yahoo for search
optimization. Internet search traffic grew in 2006; the rise of search engine optimization
grew for major companies like Google (Smyth 2007). In 2007, the usage of mobile
devices increased the Internet usage on the move drastically and people all over the
world started connecting with each other more conveniently through social media. In
the developed world, companies have realized the importance of digital marketing. In
order for businesses to be successful they will have to merge online with traditional
methods for meeting the needs of customers more precisely (Parsons, Zinsser, Wait man
1996). Introduction of new technologies has creating new business oppose.
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B.} OBJECTIVES OF MARKETING MANAGEMENT
Some examples of marketing objectives which meet these criteria are
 TO Increase company sales by 25% by 2016

 TO Achieve a market share of 30% for Product C within 3
years of launch
 TO Increase the percentage of customers who rate service as
"excellent" from 80% to 85% within 18 months
 It is important that marketing objectives and marketing plans
support the overall objectives of the business. Below is an
example of how business objectives translate into marketing
objectives and activities:
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C.} EVOLUTION OF MARKETING
In a lot of ways, Marketing is as old as civilization itself. From Ancient Greece to our
modern days, culture has based its trading and selling upon communication in order to
move products faster than the man next to him. I've always seen it as a concept much
like Darwin's "survival of the fittest" - or what we will call in this case - "the act of
persuasion." Man is undeniably always trying to outshine others, and when it comes to
selling, the concept is not far from it.
Nevertheless, much of the philosophies we know today are rooted in techniques and
developments from the Industrial Revolution. Mass production coupled with
advancements in transportation and technology meant that businessmen needed a
better strategy when it came to the movement of goods. With nations applying laws
against monopoly, how exactly does one sell something when one's competitor is
producing the exact same thing? Ash, enter the marketer. This is when our profession is
officially and truly born.
Corporations became aware of the need of individuals that would study markets and
consumers - its behavior patterns and steps to be ahead of the game. What started out
as a resource that determined what an organization would produce, has transformed
into a science that coordinates why, when and how much of a good will be
manufactured and where it will be sold. Companies went from inward to outward
thinking, and our contribution has never been as clear as it is today.
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There have been major stages in the history of marketing, which are:
 The Trade Era: Production consisted in handmade goods that were limited and
generally traded through exploration.
 The Production Orientation Era: Enter the industrial age. Since goods were
scarce, businesses focused mainly in manufacturing. As long as someone was
producing, someone else would want to buy it. This orientation rose to
popularity due to shortages in the market, hence creating the foundation of
Jean-batiste Say's famous remark: "Supply creates its own demand."
 The Sales Orientation Era: After the Industrial Revolution, competition grew and
focus turned to selling. Marketing, branding and sales became an important pillar
as outputs surpassed demand, and companies competed for customers.
 The Marketing Orientation Era: From the second half of the 20th century
onward, the saturation of markets led companies to bestow upon marketers the
opportunity to perform on a more strategic level. Through a profound knowledge
on the customer, these professionals were involved in what the company would
produce its distribution channels and pricing strategy. Employees within an
organization were also motivated to acquire marketing knowledge, which set the
grounds to clients obtaining a general brand experience. But wait, there's more...
According to recent publications, two new eras have been added to the list:
 The Relationship Marketing Era: The focus of companies shifts towards building
customer loyalty and developing relationships with clients. Authors such as Don
Peppers, Martha Rogers and Philip Kotler” were instigators of the importance of
creating bonds, considering that "the cost of attracting a new customer is
estimated to be five times the cost of keeping a current customer happy." (kotler
1997)
 The Social/Marketing Era: Concentrates on social interaction and a real-time
connection with clients. Businesses are connected to current and potential
customers 24/7 and engagement is a critical success factor. Consider how much
marketing has changed in the last century and will continue to shift as channels
of communication, production levels and a society alter. As markets expand and
new marketing platforms emerge, the science and practice of this profession is
being transformed by the minute. What we consider today to be the fastest way
to reach our customers might be obsolete tomorrow. Therein lays the beauty of
this profession... change.
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2. DIGITAL MARKETING
Digital Marketing promoting products and services using digital distribution channels to
reach consumers in a manner relevant, personal and cost-effective. Digital marketing
includes many of the techniques and practices contained within the category of Internet
Marketing. More, it extends beyond this by including other channels with which to reach
people that do not require the use of the Internet. As a result of this non-reliance on the
Internet, the field of digital marketing includes a whole host of elements such as: mobile
phones, SMS and MMS, display and banner ads, digital outdoor. In our present days,
digital marketing covers more of traditional marketing areas such as Direct Marketing by
providing the same method of communicating with an audience but in a digital way. This
marketing method is more effective when a marketer combines multiple channels in the
message campaigns.
There are two different forms of digital marketing, each of which has its pros and cons,
the most important of them being shown in the next table
Pull digital marketing involves the user having to seek out and directly grab (or pull) the
content while push digital marketing involve both the marketer (creator of the
message) as well as the recipients (the user), the marketer having to send (push) the
messages to the users (subscribers) in order for the message to be received.
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A]OBJECTIVES OF DIGITAL MARKETING
1. TO Increase Sales
Increasing sales or leads is a top level digital marketing objective for many
businesses because it improves revenues and is easy to measure. Using key
performance indicators (KPI), you can then benchmark your progress towards
achieving your objective and you can track this in your spreadsheets.
An example of a SMART objective would be: “Increase sales by 10% from
existing customers by Dec 2015”
2. To Improve conversion rate
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This is another digital marketing objective that can be tracked in Google

Analytics. By setting up goal tracking in Analytics, you will have reports on
conversions for your traffic sources, campaigns, keywords, landing pages,
locations and so on. With this data you can then track a conversion rate
objective like: “Improve organic traffic conversion rate by 25% by Nov 2015”
3. Percentage of return visitors
The New vs. Returning visitors is a metric that is available in Analytics and it is
easy to track. Knowing how many visitors return is an important objective
because it helps you see how effective your business is at visitor and customer
loyalty .This helps you to create a specific and measurable objective that is
relevant to your specific industry and an example is: “15% of visitors should
be returners by the end of the year”
4. Organic traffic volumes
Organic traffic is natural traffic from the search engine result pages. It is
considered as free traffic and is distinct from paid traffic. Lots of businesses
have the objective to increase organic visitor traffic by achieving high search
engine rankings through implementing search engine optimization.
To achieve this requires making changes to your website that are effective at
improving rankings and one of the important ones is including keywords in
the
5. To Reduce bounce rate
Bounce rate in analytics is defined as people who enter your site and leave
(bounce) rather than continue viewing other pages. This is an important
measure of the quality of your website, because almost all businesses want
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their visitors to complete an action like purchase, contact or download on

their websites .The lower the bounce rate the better and many marketers say
that a bounce rate below 50% is good, however that differs from business to
business.
B} Advantages and Disadvantages of the digital marketing
Pull digital marketing Push digital marketing
Pros: • No restrictions in terms of • Can be personalized --

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

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

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

On a well-developed market, operators have to face the pressure of finding new
opportunities for earnings drift, so mobile marketing could be the very solution.
Mobile services with their unique capabilities and opportunities were exclusively
“bundled” within the mobile operators’ technology network, a “walled garden”
controlled by the mobile operators with limited access provided to others. The mobile
marketing created the fertile ground for existing to new industry players like mobile
application providers, aggregators, and enablers. The discrete application providers and
application solution providers (also known as “mobile ASPs”) are offering exciting and
novel technology for a wide array of mobile initiatives and mobile management systems.
The aggregators are providing single-point connectivity with all the different mobile
operator networks.
The enablers are providing foundation technology, processes, regulations and related
support to the value activities within each sphere. With the controlled and managed
opening of the mobile operator’s walled garden, traditional brands, content owners, and
marketing agencies are now able to use mobile networks for direct customer
engagement (http://mmaglobal.com)
Since entertainment and advertising business are overlapping more and more, the idea
that brand marketing should be budgeted for purchasing mobile content has gained
ground lately (Roxana One a, www.comunic.ro). Advertisers have to find new ways of
making their brands and messages known to a public whose expectations are higher and
higher, thanks to a boost in information. The old-fashioned pattern, which meant direct
coverage to its customers no longer, seems efficient, while advertising agencies are
interested in entertaining their customers with a challenging content. At the same time,
mobile services providers are, more often than not, concerned with drawing into more
and more customers, all paying for their content. It will all be each brand’s concern to
create catchy advertising content which subscribers would like to save, send to friends
all over again, turning it into something vital.
Mobile marketing offers an important means for building up cooperation relationships,
since specialists in mobile marketing use SMS text messages and MMS multimedia
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messages to get to their users by means of one of the most personal devices, namely the
mobile phone.
For almost a century, phones and voice transmissions were connected to networks.
Nowadays, service providers can convert voice calls in small collections of data, which
are later sent on the Internet, offering the same phone experience as traditional phone
operators did, with no further investment in infrastructure. In order to carry on his work,
such a provider only needs good computers, ran by specialized software. Given the
circumstances, the Internet will be our new phone, setting up a vast field for further
business.
One can notice this trend both among the newcomers on the market, but also among
the already existing companies, which add voice options to computer devices. America
Online, Apple, Google, Microsoft or Yahoo has added voice services to instant messaging
users. E-Bay purchased the pioneer in IP-Skype phoning for 2, 6 billion dollars. More
than that, Skype, whose technology allows vocal calls for prices representing a small
fraction of traditional services costs, has also added video calls to its services.
Mobile phones have endless uses within the current socio-economical background,
thanks to their technical advantages, while their providers incorporate as many
entertainments, commercial and media options in their devices. Here are some of the
main aspects defining the various uses of mobile phones:
*Informing and entertaining
The best thing about mobile marketing is that, unlike mail and e-mail, people tend to
read messages
from their mobile phones: 94% of messages are usually read, within an hour from their
receiving, according to WIN, a mobile phone messaging service provider.
One of the first ways in which mobile phones are used by the specialists in marketing is
with the “ambush” type of advertising, street advertising, since the users passing by
posters in the street, for example, will get messages on certain events and advertising
activities. Mobile phones have also started to be a means of entertainment generated by
the specialists in advertising.
Nowadays, advertising campaigns on mobile phones have only come into existence,
usually asking their users to send a text message to a number code. In exchange for that,
they get information on products, free content or the chance of winning some prizes.
Since advertising campaigns are interested in exploiting the new social and technological
phenomena
to its full, such as blogging and in getting further images for new marketing patterns
which mobile phone users would welcome, provided they were promoted according to
their ability of understanding, interactivity seems to be the most significant element.
The leader in technology, Japan, whose 90% of the population owns a mobile phone, has
got used to the technology based on the so-called QR (“quick response”). They are very
similar to code bars, only that they are square and contain much more information
(www.imagoo.ro). These codes connect them to web sites, just like an underground
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chart, so that the user does not have to type the web site on the tiny keyboard of his
mobile phone.
* Commercial communication
Mobile phones have already been widely used by companies for commercial
communication or advertising mechanisms. The latter encourage users to send SMS
messages or offer call tones and music in exchange of sending through SMS the codes
from various product packs (coffee, chocolate, toothpaste). Campaigns are sometimes
integrated, besides advertising on classical screens, in a well-thought system
encouraging the use and usage of 3G mobile phones. Consequently, mobile phones
should become a means of showing loyalty to their clients at a larger scale, a means of
buying and paying (www.mobiledigit.ro).
The fidelity card, given out when subscribing to a loyalty program can easily be replaced
by the mobile phone, with great benefits for both company and user. The necessary
information about the buyer’s behavior and the things purchased is collected at each
card use.
After receiving a code on the mobile phone, the customer can purchase things, which
presupposes code identification and validation, performed by a central data base. As a
result of his purchasing, the user can get fidelity points, which allow him further
advantages.
Mobile ticketing is a new form of electronic commerce, which allows customers to buy,
book, get and check tickets no matter the time or the place. By mobile ticketing, mobile
phones become an access ticket. Potential applications include: events (concert, theatre,
and museum), transport, gym access etc.
When the customer books a cinema ticket through on-line ticketing services, it is
transmitted to him as a 2D code on the mobile phone, and it can be later used as entry
ticket. The code is presented at the entry check point and authenticated by means of a
special device.
Mobile payment represents that type of payment by using the mobile phone at the
outlet store instead of credit or debit cards. This system allows for flexibility and easy
use. The user goes shopping and he is going to pay by means of a mobile phone. The
bank gives the customer a personalized code for acknowledgment beforehand, which
will then be scanned, while the user’s personal information is transferred to the bank to
allow for the payment.
Electronic vouchers can be used for special offers, catchy promotions, discounts or other
such things a printed voucher stands for. Electronic vouchers are distributed through
Internet, e-mail or SMS and can be printed at home or just saved on the phone.
Vouchers can contain a validity term for advertising programs set in time. The customer
in question gets an SMS containing the 2D code with information on discounts, which
stands for a virtual voucher for the shops under promotion.
* Partnership with mobile television
The emphasis placed on communication shows that mobile content industry and the
broadcasting one are well aware of the importance of new platforms, such as mobile
television and IPTV. Content makers and the ones that broadcast it need to find out how
24
to better “sell” their product. Both industries consented to the idea that a content
especially made for mobiles is to be preferred. South Cornea and Japan are among the
first countries which adopted mobile television, but the European and North American
markets are not far behind (http://news.softpedia.com).
Since there is an increase in both number and type of mobile television devices, the
content industry needs a simplified technique of format adjustment more and more.
Just as television advertisement and music videos use techniques different from those
used by the cinema, films and video productions are produced in different versions for
the various types of mobile devices. The content has to be divided according to the
device and produced into a new version.
2.2. Text messaging marketing

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

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

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

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

INTERNET CUSTOMER
Now to be able to use the seven P’s effectively
in order to achieve the predefined goals of any
organization it is imperative to understand the
customers. Customization will only be truly
effective if we understand our customers and
their true needs. Before adapting marketing
practices to the Internet, the marketer needs to
understand the characteristics of the online customers. The Net users can be classified
into five categories depending upon their intention of using the Internet. The five
categories of users are:
 Directed Information Seekers: They require specific, timely and relevant information
about the products and services being offered.
 Undirected Information Seekers: These users require something interesting and useful.
Something that can give them an edge, advantage, insight or even a pleasant surprise.
 Bargain Hunters: They are of two kinds: One who look for free items on the internet and
other who are seeking better deals, higher discounts etc.
 Entertainment Seekers: They see the Web as an entertainment medium of vast breath
and potential and want to explore the medium before the mass gets there.
 Directed Buyers: They want to buy something - now. They are sure what they require
and just log on to the Web to purchase the item.
H] BRAND BUILDING ON INTERNET

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For the Company on the cyberspace, their web site is their most important brand. The
seven P’s of internet marketing mentioned earlier not only have to try and make
business successful but also do brand building in the process.
 Product and service customization

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

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

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

customer preferences will drive emergent business models. The Web will thus facilitate
the transformation of the companies form transaction supporters to customer
relationship managers.
i.}CRICITAL SUCCESS
FACTOR OF DIGITAL
MARKETING
Having observed the evolving paradigms of
business in the Internet era, there are five
critical success factors that the Digital
Marketer has to keep in mind.
 Attracting the Right Customer

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

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

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

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

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

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

1. Quick adjustments to market conditions: Companies can quickly add products to their
offering and change prices and descriptions.
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs
of rent, insurance, and utilities. They can produce digital catalogs for much less than the
cost of printing and mailing paper catalogs.
35
3. Relationship building: On-line marketers can dialogue with consumers and learn from
them.
4.
Audience
sizing:
Marketer
s can
learn
how
many
people
visited their on-line site and how many stopped at particular places on the site. This
information can help improve offers and ads. Clearly, marketers are adding on-line
channels to find, reach, communicate, and sell. Internet marketing has at least five great
advantages. .
4.}DIGITAL ADVERTISING
Marketing over the years more so recently has started being used interchangeably with
advertising. Now since the explosion of the internet; advertising paradigms have been
constantly changing. The first Web advertisement was placed on the Hot Wired web site
in October 1994. AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out
and the Internet advertising has come a long way since then.
What is digital advertising?

36
Online advertising is a form of promotion that uses the Internet and World Wide Web
for the expressed purpose of delivering marketing messages to attract customers.
Examples of online advertising include contextual ads on search engine results pages,
banner ads, Rich Media Ads, Social network advertising, online classified advertising,
advertising networks and e-mail marketing, including e-mail spam. Online video
directories for brands are a good example of interactive advertising. These directories
complement television advertising and allow the viewer to view the commercials of a
number of brands. If the advertiser has opted for a response feature, the viewer may
then choose to visit the brand’s website, or interact with the advertiser through other
touch points such as email, chat or phone. Response to brand communication is
instantaneous, and conversion to business is very high. This is because in contrast to
conventional forms of interruptive advertising, the viewer has actually chosen to see the
commercial.
A.} Digital Advertising vs. Traditional Advertising
Traditional Advertising Digital Advertising

Traditional Advertising is static. It is dynamic with multimedia - supporting
text and graphics video sound all together.
Space is not a restricting factor Space is a problem, as regards size of the
banners etc.
The proportion of advertising to editorial is A web page would be 91% editorial and 9%
high Advertising
sometimes 50:50
Does not evoke immediate action Invokes immediate action as you at-least
need
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to click on the ad
Response to the action is not immediate First response is immediate as when the
user
clicks, the person is directed to other web
page
with more details
Advertisements are passively received The user has high attention level and
concentration while using the net, and
hence
they notice the add
Advertising does not always target a very This can be very focused
focused audience
Advertisements are omnipresent Advertisements catch users when they are
on
The lookout for something. For example
the
search is for travel on a search engine
there are
ads of travel agents on the net
Difficult to track the exact number of This is quite possible with Internet
people who saw the advertisement. Advertisements
Ads are graphic intensive and avoid copy Both copy and graphics are restricted by
Overload the
banner size specifications
B.} OBJECTIVE OF DIGITAL ADVERTISING
38
 Advertising: As far as advertising on the Internet goes, all advertisements will serve to
attract the user's attention and draw him to the company, which is advertising. Build
brand awareness: Direct or indirect methods can be used on the websites to build brand
awareness of the different brands of a company. This is where the Internet scores
traditional media and methods as explained below. Stimulate direct action: Visitors to a
company's web site should get involved with the offerings on the site. Valuable
customer information can also be captured and tracked for future marketing initiatives.
 Promote its brands: Promotional give - away or contests generate excitement while
simultaneously promoting your brands online, aiding off - line sale. Building a culture
around its brands: This goes along with that company's traditional advertising.
 Surrogate advertising: This is another means of surrogate advertising of the company,
where all forms of traditional advertising fail. Surrogate advertising can be proved to be
positive in case of advertising on the Internet.
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C. } FEATURES OF DIGITAL ADVERTISING
Advertising on the Internet has certain unique features that differentiate it from other
forms of advertising. They are as follows:
 Member registration: Member registration is an efficient tool that is used by firms to

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

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

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

The online retailer used its program to generate low cost brand exposure and provided
at the same time small websites a way to earn some supplemental income.
 Contextual advertising: Many advertising networks display graphical or text-only ads
that correspond to the keywords of an Internet search or to the content of the page on
which the ad is shown. These ads are believed to have a greater chance of attracting a
user, because they tend to share a similar context as the user's search query. For
example, a search query for "flowers" might return an advertisement for a florist's
website. Another newer technique is embedding keyword hyperlinks in an article which
are sponsored by an advertiser. When a user follows the link, they are sent to a
sponsor's website.
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5.} Consequenes
Combinations of these technologies are leading to a complete democratization of media.
Individuals find themselves with the same possibilities as mayor newspapers, groups
start Weblogs that compete with global content distributors, and online radio stations
emerge. The cost of broadcasting has never been so low. Everybody with a PC and an
Internet connection can not only access all traditional media from all over the world, but
also the micro-content added to the media landscape by individuals. Millions of people
have evolved from being mere media consumers to being media producers as well.
What is User Generated Content?
User Generated Content (UGC), also known as consumer-generated media (CGM), refers
to any material created and uploaded to the Internet by non-media professionals,
whether it’s a comment left on Amazon.com, a professional-quality video uploaded to
YouTube, or a student’s profile on Face book. UGC has been around in one form or
another since the earliest days of the Internet itself. But in the past five years, thanks to
the growing availability of high-speed Internet access and search technology, it has
become one of the dominant forms of global media. It is currently one of the fastest
growing forms of content on the Internet.
43
What is Social Media?
The promise of UGC is now being hyper-realized with social media. Sites like MySpace,
Face book, and You-Tube represent the convergence of user commentary with video,
photos, and music sharing, all presented in a simple, user-friendly format, allowing
participation on a mass scale.
6}.MARKET RESEARCH.
Purpose and scope of study
Advertisers are expected to spend Rs. 22,500 million in digital advertising in the year 2009 third
only to TV and Print ads, which is around 5257% more than that in the year 2004, compound
percentage increase of 124% over the last 5 years. This is the new age of advertising.
It is true that people have started realizing that internet can serve as a one stop point for all
their needs. Be it communication, entertainment, shopping, information search, internet serves
as a panacea for all their requirements. This has led 70% of the ever users to glue themselves to
the Internet and access it on a regular basis. This is an opportunity for advertisers to exploit this
revolution. But, is it the end of traditional advertising? Is digital advertising effective and
efficient compared to the traditional form?? Does it fulfill the basic objectives of advertising
(create awareness, to generate sales, build positive image, etc…)???
The problem is that, volumes of consumers are online every day for their personal work, but do
they notice the ads, banners etc. displayed on that webpage, most important what is their
recall/remembrance value. What about the reach of online advertising, is it effective across over
all target groups? We have trusted traditional advertising all these years and it’s a proven
medium that fulfills all the objectives of advertising, can one have the same trust for online
advertising…
RESEARCH OBJECTIVES
 To compare the trust level of traditional advertising and digital advertising (consumers
point of view)
 To find the effectiveness of digital advertising (reach and creation of awareness)
 To find the reliability of digital advertising (recall and remembrance)
RESEARCH METHODOLOGY
Research design
This is a descriptive research as it will clarify the doubts about online advertising.
44
It would give us a clear picture on the effectiveness and reliability of online advertising
compared to the traditional form of advertising.
Data collection
Secondary data: Online reports related to advertising
Primary data: Questionnaire, Personal Interview, Interview with Marketing Professional
Sample universe
Basis of sampling:
 Sample should be a user of internet or should have knowledge about internet
 50 numbers in all
Sampling Technique:
Judgmental Non Probability sampling can be used to select the individual units for better
productivity of the questionnaire. A well educated person may be able to reason out the
questions in the better way.
7.} SOCIAL MEDIA MARKETINGc

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

Communications has always been the fundamental value of the internet to consumers.
Back in the net’s early days, email was the “killer app” that made the Web a “must-
have” and continues to be a mainstay of the online experience. Communication
activities split the lion’s share of consumers’ online time with content, and far outstrip
commerce and entertainment.
45
8.} DATA ANALYSIS. {BASED ON QUESTIONNAIRE}
PART I
Q.1 WHAT DO YOU THINK ABOUT DIGITAL MARKETING?
Attitude towards Advertisements

One can clearly make out that consumers perceive advertisements as a source of information
and awareness, be it general or towards TV commercials.
Attitude towards Ads
3% 3% 3%
35% Informative
31% Entetaining
Creates awareness
Irritating
25% Annoying
Waste of time
Not many people find advertisements to be irritating, annoying or waste of time. This clearly
shows a positive attitude toward them and hence is a good indication for marketers
As from above survey only 35% think digital marketing as informative purpose while only 3% feel
as annoying and irritating.
46
Q.2 DO YOU WATCH THE TV/RADIO COMMERCIALS DURING

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

PRODUCT?
47
Influencers behind Decision Making

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

6%
8% 17%
Friends and relatives
29%
40% TV Commercial
Online advertisement
As above seen consumer are more influence by friends and relative of 40%
Where online advertisement is only 6% as survey from different consumer
is from friends and relative.
Q.4 WHICH MODE OF ADVERTISMENT WOULD YOU PREFER?
Consumer preference of advertising
48
Preference
17% TV Commercials
34%
18% Print Ads:

Newspaper,Magazines
OOH: Banners, Posters
31%
Online Ads: Banners, Email
Again, one can easily make out that traditional form of advertising has an edge over
internet advertising in terms of consumer preference mode of advertising. Traditional
mode got over 31% preferences than that of internet advertising which is a huge margin.
The reason for this is same as that of influencer, i.e. cultural attitude of consumers
towards advertising.
Consumers would prefer to check out ATL elements in case there is a need i.e.
information search and take their decision in terms of purchasing.
Q.5WHICH MODE OF ADVERTISING YOU TRUST?
Consumers Trust on advertising
49
17%
RECOMMENDATION FROM
36% CONSUMER
RADIO
31% TV
16% NEWSPAPER
The above is the chart for trust level of advertisement medium from consumer’s point of
view. Again recommendation and traditional advertisement are a leap ahead of online
mobile and BTL form of advertising. One can say that Indian mentality towards online
form of advertising is still at the baseline and that of mobile is even worse.
Initial Conclusion I
One can confidently conclude that consumers still trust and prefer the traditional form
of advertising than that of online.
PART II
Q.6 I CHANGE CHANNEL DURING COMMERCIAL BREAKS?
50
I see/check online Ads
21%
Its depends
79%
Never
0% 10% 20% 30% 40% 50% 60% 70% 80%
Impression of TV Ads (Ad avoidance)

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

INTERNET?
Impression of Online Ads (Ad avoidance)
51
I change the channel during Ads
63.%
It depends
26%.
Often
11%
Sommetimes
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
Whereas in case of online advertising, around 63% of consumers ignore it completely,

i.e. they don’t even see them and that of 21% see them if they find it to be attractive.
Out of that 26%, 11% said that the intension was not to see those ads, but they didn’t
have any option but to see them as they were Interstitial Adverts, Pop – up ads or
Floating ads.
These ads either block the view of the content, or appear right in the middle of the page,
or keeps on floating (moving) around which is considered to be very irritating for the
consumers.
Effectively, only 6% saw the online advertisement coz they were of their interest or was
attractive. Some said they liked few ads coz of their interactivity and animation effects.
This might give that flash ads are more appealing.
Trust levels of online advertisements are at the bottom of the list. Hence considering the
trust levels and the effective impression, one can conclude that it is not an effective
mode of communication.
Initial Conclusion II
Even though the reach of internet is much higher than that of other modes, its ability to
attract consumers for awareness creation is very low. Hence comparatively, traditional
modes especially TV commercials are a better option.
Q.8 YOU USE INTERNET FOR?
52
Internet usage
14% 18%
Chatting and Social Networking
1%
Email
12%
Information
Entertainment
30% E-Commerce
Downloading
25%
From above survey:

1. Around 18% use internet for chatting like facebook, whatsapp etc
2. 30% use email as part of their business
3. It is bad that 1% is doing e commerce
4. 14% consumer only do downloading from internet
Q.9 YOU CANNOT LIVE WITHOUT?
53
From the above survey mostly youngster about 18/25 years of age has
selected computer with internet with50%
It was strange that mo one selected books as no one can live without
online sites.
Initial Conclusion III

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

TERMS OF TECHNOLOGICAL AND CULTURAL IMPACT?
AD.CULTURAL IMPACT?
54
FROM THE ABOVE SURVEY MADE ON SEPTEMBER

AROUND 60 % HS GIVEN POSITIVE REPLY ON CULTURAL IMPACT SUCH
AS STANDARD OF LIVING,INCOME ETC
BUT AROUND 40% HAS GIVEN NEGATIVE ANS AS THEY DON’T FEEL ANY
TRANSFORMATION AS DURING SURVEY I ASKED PEOPLE WHY THEY ARE
SELECTING NO SOME SAID IT IS NOT OUR INDIAN CULTURE
9.}CONCLUSION
Practically it has been proved through the research that online advertising is neither
effective nor reliable as compared to the traditional medium which is Television
commercials and print media i.e. newspapers and magazines. Also, consumers trust the
traditional medium more than that of online and there is a vast difference in their trust
levels. Of course, it could be because of the Indian culture which is different from the
western countries that are more into e-commerce and prefer to buy things online and
they trust the internet more as compared to the other forms. Therefore, Internet
55
advertising is more successful in those countries. All in vain in India, as we prefer to

tangibles the things that we buy. Being collective we go shopping along with family
friends and relatives.
The other side of the coin
In the world of digital advertising, click-through is viewed as the primary measure of

advertising effectiveness. This metric quantifies how marketing communication can be
directly linked to immediate consumer action. But, the metric has certain shortcomings;
primary reliance on click-through does not recognize that in most cases consumers who
are exposed to advertising over the Internet may not currently have a need for the
products or services being advertised to them. Additionally, click-through does not
quantify the impact that the exposure of the advertisement has on a consumer’s
attitudes and perceptions of the brand being advertised. Advertisers in the offline world
realize that consumers may not have an immediate need to purchase a product or
service at the moment it is being advertised.
Realizing this aspect of consumer behavior, a common advertising strategy is to build
awareness of a product and form positive associations (Subliminal effect) between that
product and a consumer over time so that when the need arises to purchase from a
given category, a consumer is more likely to consider that advertiser’s product.
In most cases, users view banner advertisements as a nuisance as they are engaged in
other activities while they are being exposed to the ads. Additionally, we can assume the
most people exposed to an ad do not have the need for the products being advertised at
that time. Therefore, these ads are less likely to be noticed. In order to have an impact
on brand metrics, we can hypothesize that getting a message in front of someone as
quickly as possible, before they scroll away, is of extreme importance. In addition, the
presence of a logo, the size of a logo, and the size of the banner should all have an
impact on the banner’s ability to brand.
Applied appropriately, these characteristics may serve as positive reinforcement and
therefore have a positive impact on branding. Conversely, when applied improperly,
these ads may serve to punish viewers thus resulting in little to no impact on brand
metrics.
Also, the banner could lay a subliminal effect on the consumer which might drive him to
buy the product or create some association with it. Because it is the subconscious mind
that plays the game here. If one can take target this subconscious mind then definitely it
can create a positive impact on branding.
Last word:
Finally I would like to end by saying that even though the internet has opened up a new
avenue for reaching the end consumer; it is still very much an open field. This is true as
there is no fixed way or strategy for marketing on the net. It is still very much an arena
where ingenuity and creative thinking very much rule the roost. Thus marketing as usual
has not changed, i.e. it is still the same usual self……. unpredictable but very much
required.
56
10.} CASESTUDY
A.} Dell Computer
57
It all started with a post. June 21, 2005

“I just got a new Dell laptop and paid a fortune for the four-year, in-home service. The machine
Is a lemon and the service is a lie. I'm having all kinds of trouble with the hardware:
Overheats, network doesn't work, maxes out on CPU usage. “
And there was no stop to it…it gained momentum…and even more momentum…leading to
dedicated haters
The whole thing started with one post. It was followed another, then there were many.
DELL HELL was started. It ruined the sales of Dell computers. The only reason was, Dell
didn’t update themselves with the internet proceeding. It all happened without the
knowhow of dell.
When they realized it was too late.
Dell learned fast, they opened their blog Direct2dell, which answers all the queries and
problems about anything and everything about the dell laptops. It was followed by Dell
Idea
Storm, a collaborative blogging site where one can give their own ideas and discuss
about general technology, computers etc. They blogging was internal as well as
external for the overall development of the company and its image. The whole exercise
took 3 years to be back on track.
Learning
This case study gives us (companies) a good reason to be updated with the happening of
the social networking sites. Blogging and forums are the new influencers of today. They
are the lightening to a fire forest. They form the root of the brand image. One needs to
keep a track of this for a successful outcome.
B.} IPod Touch
58
Credit Apple’s marketing genius for making its latest generation of iPods, the iPod Touch, and
this season’s likely best-seller in the personal electronics category. Launched on September 5th,
2008 the new generation of iPod incorporates the touch screen seen on the phone, and\ many of
the same display and interactive features including Wi-Fi wireless networking and browsing. It’s
a phone without the phone. With many of phone’s popular features and a starting price of $299,
it’s no wonder the iPod Touch is generating a lot of attention.
Apple highlights the new iPod Wi-Fi and YouTube features, on their website. Not
surprisingly, in September, the iPod Touch product page was listed among the top
performers for its use of social media. Featured are plenty of videos, including the
keynote address by Steve Jobs announcing the iPod Touch release, video introductions
to iPod Touch software and a guided video tour of its features? This video content
contributes to
Apple’s strong Universal Search positioning on Google, while providing a popular source
for video sharing sites.
Apple’s site also includes a “Hot News” section with information on the top downloads
in iTunes and downloadable information for each of Apple’s products. Apple takes no
chances here. RSS feeds are available for iPod and iTunes. Generally, Apple utilizes the
social networking systems and hardware it helped to popularize as a means to
demonstrate and further sell its own products.
Social media is now a vital element when releasing a new product. It can draw
customers to your site, explain and exhibit unique features and benefits, answer
questions and generate word-of-mouth sales. As Apple has demonstrated, video ‘tours’
are particularly effective when integrated with video press events. The same content
59
can be repurposed for a multitude of applications. RSS feeds are also a great way to
keep customers informed and automatically updated.
When incorporating social media into your marketing mix, remember a few key lessons
that
Apple.com and the iPod Touch have taught us. First, make sure your social media
features are placed intuitively, making them easier to find within your site. If visitors
can’t find it, or have to search too hard, they won’t participate. Second, make sure to
accelerate your social media efforts as your business grows. Customers will expect more
from you. If your website expands or is redesigned, expand and redesign your blogs,
discussion boards and social tagging opportunities. Add video content, podcasts, images
and customer feedback elements that will build on (and improve) your social media
content.
11.} BIBLIOGRAPHY
These Information is taken from various website given below:
WEBSITE:
60
www.google.com
www.wikipedia.com
www.managementparadise.com
www.managementparadise.com
www.bms.co.in
12.} ANNEXURE: {QUESTIONNIARE ON DIGITAL MARKETING IN INDIA}
QUESTIONNAIRE NO:
Name: GENDER:___ OCCUPATION:______
1. What do you think about digital marketing?
61
Informative
Entertaining
Creates awareness
It’s irritating
Annoying
Waste of time
2. For what purpose you watch the TV/Radio commercials during commercial
break?
Informative
Entertaining
Creates awareness
It’s irritating
Annoying
Waste of time
3. What mode of advertising influences you to buy/suggest any product?

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

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

Recommendations from consumers
Radio
TV
Newspapers
6. I change the channel during commercial breaks…

Never
Depends on ad
7. Do you see/check online ads/mails when you surf the internet?

Sometimes
Depends on ad
62
Often
8. You use the internet for

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

Computer with Internet
TV
Mobile
IPod/ Music Player
Books
10. Do you think that the face of advertising is transforming in terms of technological
and cultural impact?
Yes
No
{Signature of respondent}
63

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DIGITAL MARKETING IN INDIA

“DIGITAL MARKETING IN INDIA “

ASHIS KUMAR DAS

Hereby declare that I have completed the project on

DIGITAL MARKETING IN INDIA for the academic year 2017/18.

The information submitted is true and original to the best of my

DATE: 20 MARCH 2018

Course Coordinator: PROF.ARPAMN MAHAPATRA

Principal: SRINIBASH DASH

Project Guide/ Internal Examiner: PROF ARPAN MAHAPATRA

I would like to acknowledge the following as being idealistic channels and

I take this opportunity to thank the GANGADHAR MEHER UNIVERSITY for

I take this opportunity to thank our Co-coordinator PROF ARPAN

I would also like to express my sincere gratitude towards my project guide

SR NO TABLE OF CONTENT PAGE NO

C} PULL DIGITAL MARKETING 18- 21

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

B.} OBJECTIVES OF MARKETING MANAGEMENT

Some examples of marketing objectives which meet these criteria are

 TO Increase company sales by 25% by 2016

C.} EVOLUTION OF MARKETING

A]OBJECTIVES OF DIGITAL MARKETING

2. To Improve conversion rate

This is another digital marketing objective that can be tracked in Google

3. Percentage of return visitors

4. Organic traffic volumes

5. To Reduce bounce rate

their visitors to complete an action like purchase, contact or download on

B} Advantages and Disadvantages of the digital marketing

Pull digital marketing Push digital marketing

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

Cons: • Considerable marketing • Compliance issue – each

C}. PULL Digital Marketing

D}. PUSH Digital Marketing

2.1. Mobile marketing

2.2. Text messaging marketing

2.3. Multimedia messaging

E.} DIGITAL MARKETING STRATEGY MIX

PRIORITY ONLINE MARKETING TACTICS

 Pay Per Click

F.} 7 p’s OF DIGITAL MARKETING

G.} UNDERSTANDING THE

H] BRAND BUILDING ON INTERNET

 Product and service customization

 The Evolving Risk Profiles

 The Evolving Supply Chain

emergent intermediaries. The sophistication and range of information collected on

 Attracting the Right Customer

 Delivering Content Value

 E-Learning to facilitate personalized interactions

J.} BENEFITS OF DIGITAL MARKETING

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

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

Digital marketing also provides a number of benefits to marketers

What is digital advertising?

A.} Digital Advertising vs. Traditional Advertising

Traditional Advertising Digital Advertising

B.} OBJECTIVE OF DIGITAL ADVERTISING

C. } FEATURES OF DIGITAL ADVERTISING

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

D.} TYPES OF DIGITAL MARKETING

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

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