A Study on digital marketing and its impact on

Revenue generation

Project Submitted
To
ESCI
In Partial Fulfillment of
The Requirement for the Award of

P.G DIPLOMA IN MANAGEMENT

NAME: B.Srinivas
ROLL No: ESCI/PGDM-GEN/17/07-111

ENGINEERING STAFF COLLEGE OF INDIA,

HYDERABD
2017-19

1
 DECLARATION

I B.Srinivas hereby declare that the project report entitled on Digital Marketing

in partial fulfillment of the requirement for the award of P.G. Diploma in Management

submitted to the - ESCI, for the year 2017-19, has been written and submitted by me under

the empirical findings based on the data collected by me. Further, I declare that it is not

submitted to any other university or institute for the award of any other diploma or degree.

DATE: NAME: B.Srinivas

PLACE: Hyderabad ROLL No: ESCI/PGDM-GEN/17/07-111

2
 CERTIFICATE

This is to certify that the project work entitled B.Srinivas is an original work carried out by

Digital Marketing in partial fulfillment for the award of P.G Diploma in Marketing to the

ESCI-, Hyderabad for the year 2018-19, under my supervision and guidance and has not

been submitted earlier either to this university or to any other institution for fulfillment of

any degree or diploma.

Date:
Signature of the Guide
Place: Hyderabad Mr .Yeshwanth.T

(Sr.Dm Project Manager)

Tvisha Technologies, Hyderabad

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S.No Title Page No

1. Executive summary 5

2. Introduction 6-10

3. Research Methodology 11

4. Company profile 12-16

5. Industry Analysis 17-21

6. Literature review 22-25

7. Digital marketing 26-27

8. Digital marketing channels 27-57

9. AIDMA and AISAS in digital Era 58-60

10 Digital marketing impact on revenue generation 61

Digital agencies 61-63

Digital agencies fee structures 63-64

11. Research problems 65

12. Findings 66-82

13. Learnings 83

14. conclusion 84

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 EXECUTIVE SUMMARY
Project title:-
“
A study on digital marketing and its impact on revenue generation with reference to Tvisha Technologies

Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers,
smartphones, cell phones, tablets and game consoles to engage with stakeholders. Digital marketing applies
technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks.
one of the best online media companies in the Indian marketplace. The company offers a plethora of services
in all online media platforms. The offerings include marketing and consulting on Facebook, Twitter,
LinkedIn, slideshare, YouTube, and Google. Though the company was started only two years ago, it is way
ahead of most of competitors through its relentless pursuit of perfection and enormous amount of creativity
which they put in their work. The firm worked with multiple brands on social media and currently have 4 out
of Top 30 brands in Facebook India.
The project was in the marketing department of to Tvisha Technologies
The project was “A study on digital marketing and its impact on revenue generation with reference to to
Tvisha Technologies
”. This report will help to get an idea about digital marketing and how the digital marketing has impact on
revenue generation for digital marketing companies and with reference to to Tvisha Technologies
. Through this study we will see how online media companies emerging how they are generating revenue
and how they are growing economically and revenue generation models of online media companies
particularly reference to to Tvisha Technologies

Main findings of this internship are given here. Indian customers are highly information seekers. They
collect more information about a product before buying it. Internet penetration in India is key player for this
phenomenon. Most of Indians are getting stimulus through advertisements, but they are not reaching to end
phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch
point to reach their target group in this digital era. More details about findings are given this report.

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1. INTRODUCTION

To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period
of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my
interest and curiosity was in online or digital marketing I choose to work with a start-up company named
ODigMa, I choose the start-up company because with start I can explore myself and why digital marketing?
Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development
process, content writing, social media) Marketing practices have dramatically shifted with the rise of social
media and proliferation of devices, platforms, and applications. Your prospective and current customers are
trying to communicate with you, and you can listen and respond faster, and with more personalization than
ever before. This shifting environment presents new opportunities and challenges for marketers. With digital
marketing, it's easy to fall behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify areas of improvement.
Useful for individuals from small- to medium-sized businesses who want to use new media as a vehicle for
growth. Organizations are leveraging digital marketing methods for successful marketing strategy
implementation inbound marketing through publishing content online in the form of portals, podcasts, e-
journals, online campaigns, social media marketing, search services; and outbound marketing including
email marketing, RSS (Really Simple Syndication) feeds and others. A recent survey of 3300 business
executives from various industries indicates that on an average, 34% of a company’s leads come from
inbound marketing verses 22% through1 outbound marketing .

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1.1 Digital Marketing:-

Digital marketing can be defined as the process of promoting of brands using digital distribution channels
comprising internet, mobile and other interactive channels. The basic advantage in this form of advertising
lies in its low cost model.

Digital Marketing can be classified into Pull and Push marketing.

Pull

Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the 5

content via web searches. Web site/blogs and streaming media (audio and video) are good examples of
this. In each of these examples, users have a specific link (URL) to view the content.

Push

Push digital marketing technologies involve both the marketer (creator of the message) as well as the
recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each of these examples,
the marketer has to send (push) the messages to the users (subscribers) in order for the message to be
receive

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1.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to final
implementation and testing – all are done using latest web designing techniques and skills. Our services
have the advantage of offering clarity in its design style, which is backed up with an easy and free flowing
content and latest technical know-how. Not only we provide affordable web site design and ecommerce
web development services but also search engine friendly designs. Our Service Includes

Website Design

Website Redesign

Shopping Cart Web Design

Detailed and Advanced Page Layout

Custom Logo Design

Banner Ads

Custom Graphics Design using advanced design tools.

1.2 Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in a more
personalized way. Digital marketing trends that organizations are rapidly embracing include

1.2.1 Mobility:

Business Insider's recent report indicates that globally, one in every five people owns a smart phone, and one
in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in last four years. Therefore
an increased user base accessing the internet via smartphones has prompted many companies to optimize
their online content for mobile devices.

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1.2.2 Social media:

Organizations are focusing on engaging with customers through social media to offer real-time interactions.
Social media helps organizations reach out to a vast pool of potential customers by supplying them with
medical and campaign-related information.

1.2.3 Social-Local-Mobile marketing:

The growing popularity of smart mobile devices, increasing location based social activities like experience
sharing, review reading via social media and the evolution of Global Positioning System (GPS) are helping
companies leverage Social-Local-Mobile marketing activities.

1.2.4 Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new dimension with the delivery of
unique, personalized, and relevant messages through identified digital channels. Email is one of the most
preferred marketing channel to broadcast targeted organization messages and campaigns to existing and
prospective customers.

1.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural data. Advanced
actionable analytics can help organizations define targeted marketing strategies.

Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are focusing on
SEO efforts and paid search advertising for enhancing the visibility of their products and services.

One more trend that has been observed recently is the continually mounting costs of pay-per-click (PPC) that has
resulted in the increased disappointment with this form of search engine Advertising. According to experts, the
reason behind such high costs is the huge investments made by large business concerns. Consequently, online
business owners have now turned to the organic search results delivered through search engine optimization to
enjoy so many advantages. There is currently more emphasis given to user-generated content, improved
conversion rates, location- or language specific campaigns, and E-mail newsletters.

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The future of online Advertising is going to be more interactive with elevated bandwidth and computing
speed. Viewing and transmitting videos will be a cakewalk for web surfers. There is also every possibility of
witnessing browser-specific results in the coming days. Social media will consolidate their dominance
further. They will not only make more revenues, but will grab the attention of more and more users as well.
As far as search engine optimization is concerned, the search engine algorithms and link determination
factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites will be a lot slimmer to
enhance user browsing experience. Last but not least, video search will grow in prominence with the
potentiality to dictate the terms in the world of Internet advertising

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TITLE:

A Study on digital marketing and its impact on revenue generation, with reference to
Odigma

1.3 NEED OF THE STUDY :

Advertising is normally done by a third party known as advertising agency. An advertising agency is a
service based business dedicated to creating, planning, and handling advertising for its clients. An ad agency
is independent from the client and provides an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall marketing and sales promotions for its clients. Types
of ad agencies are

Full service agencies

Creative agencies

Specialized agencies

In-house agencies

Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time when Television
was the most popular medium for Marketer to promote, spread awareness and generate leads for their
products but now the trend has changed and Digital media has taken its place. Main reason for this change
was

Traditional methods are expensive. Compared to digital marketing channels, you could end up
spending lakhs of rupees more.

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 Digital marketing, on the other hand, refers to marketing methods that allow organizations to see

how a campaign is performing in real-time, such as what is being viewed, how often, how long, as
well as other statistics such as sales conversions.

The digital landscape is moving at a lightning fast pace. Every industry has been affected by the
advances in digital. Digital marketing is an essential part of this for companies who want to utilise the
power of the internet in order to boost business. 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 can’t 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.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the statistics:

77% of people interact with brands on Facebook by looking at posts

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

so as a marketing management student it's very essential to research on such an important marketing tool
and study on its impact on revenue generation will help you to know about how marketing agencies
performing .

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1.3.1 Scope of the project:

1 To understand the digital marketing models.

1) To understand marketing effectiveness.

2) To understand how digital marketing campaign's takes place.

3) To understand how digital marketing agencies works and generating revenue.

4) To understand how digital marketing has impact on revenue generation.

1.3.2 Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to OdigMa

3. Time of campaigns for some client is more than three months.

4. Advertising expenditure of some companies is confidential so it can’t be revealed

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 2. RESEARCH METHODOLOGY

The research design and methodology is presented as follows

2.1 Data collection:

 The task of data collection begins after a research problem has been defined and research design
has been chalked out.
While deciding about the method of data collection to be used for the study, the research should
keep in mind two types of data viz. Primary and Secondary.

2.2 Sources of data

a) Primary Data.
b) Secondary Data.

2.2.1 Primary data:

The observation method is the most commonly used method. Data pertaining to digital marketing process
and most of information is collected from project guide in the company. Questionnaire method is also very
widely used in order to give a structure to the entire study.

2.2.2 Secondary data:

Secondary data is collected from already existing sources in various organization broachers & records.
Secondary data for the study were collected from the magazines, websites & other previous studies. To meet
the objectives, the study used qualitative research. The descriptive study was done through review of
existing literature that helped in validation and extraction of the important variables and factors. Data was
collected from secondary sources. Secondary sources were magazines, websites, books, office executives,
and company data.

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 COMPANY PROFILE

Odigma, a digital marketing firm with a performance-based pricing strategy, is Gearing up to serve clients in
over 150 cities in India, in addition to setting up shop in Singapore and the Middle East by the end of next
fiscal.

MISSION:

Customer Satisfaction is our primary objective and we strive for Excellence in it. End user Contact and
Immediate Problem Resolution is our Strength.

VISION

Our vision is to set the high standards for Digital marketing & Technology around the world, across all
industries through hard work, innovation and creativity until the preferred outcome is achieved.

WHAT THEY DO

Odigma’s services entail Facebook brand building suite, Twitter strategy planning and implementation,
social media platform connect, strategy on social media applications and SEO and Google AdWords PPC.
Its clientele spans across sectors and includes companies such as Myntra, Infibeam, Indus League, HI
design, MakeMyTrip and Toyota, to name a few. While 75 per cent of its clients are acquired through
referrals and online marketing.

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Digital Marketing and Customer Acquisition

From optimization search campigan to gain more like,followers on sem and seo

Plan companies social media campaigns to reach your exact target market with the right communication
message.

Understanding brand message and creating interactive videos to showcase your brand presence is our
speciality.

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Creating custom mailer designs and execute them to drive your inbound marketing strategy.

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to your audience
across multiple platforms. We ensure that whatever we deliver has the highest quality of experience.

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Creating integrated campaigns to create brand presence and recall in the mind of your audience.
It boost a a social media.

We help understand the key pain areas of your CRM process and ensure the elimination of negative

impression of your brand across the web.

Specially designed enterprise and retail apps to ensure that your buyers can easily find and purchase
products, leveraging technology in your favour to increase your revenues

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 4. INDUSTRY ANALYSIS

The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting industries in the
world, has had a tremendous impact on the lives and the Indian economy. As the M&E industry widens

reach, it plays a critical role in creating awareness on issues affecting, channelling the energy of and
building aspirations among India’s millions. As it entertains and informs the country, the M&E industry has
been a catalyst for the growth of large parts of the Indian economy. M&E industry consist of TV, Print,
Films, Radio, Music, OOH, Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and entertainment (M&E)
industry has grown by 11.8 per cent in 2013 while comparing with 2012 and touched Rs 918 billion. It is
expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital advertising has
shown promising growth in 2013 while comparing with 2012, which is about 38.7 per cent, followed by
gaming which grew by 25.5 per cent. As for the 2018 prediction: Digital advertising is expected to lead the
CAGR with 27.7 per cent, followed by radio with 18.1 per cent. Gaming and television are expected to
register a CAGR of 16.2 per cent each, followed by growth rates of animation and VFX (15.9 per cent),
music (13.2 per cent), films (11.9 per cent) and OOH with 9.2 per cent expected CAGR.

According to the annual advertising expenditure report from GroupM, The digital media advertising
revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405 million) , up 30% from Rs 1,938.6
crore in 2012,. Digital contributed to 6.5% of the total media advertising expenditure in 2013, up from 5.5%
share in 2012.

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore ($546 million) in
2014, registering a 35% growth year on year. This will represent around 7.9% of the total media advertising

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4.1 Business Model of Industr

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side Platform

4.1.1 About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads, which may be
banner ads or videos. After the creation and getting approval from clients, agency while find out the portals
or websites where the T.G is present. Later give the order to DSP or ATD, this order contains details
regarding where to place ads or which portal is requiring to placing the ad. This DSP/ ATD will bid in ad
exchange for that portal. Otherwise agency can directly approach to ad networks and give orders. These ad
networks buy the inventories from publisher and give to agency. From publisher view he can sell inventories
through Ad networks or through SSP. If publisher give to SSP, they will place those space in ad exchange
for bidding. Through ad exchange DSP/ATD will buy those inventories. Bidding will not only for space but
also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of online media
advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the
historical approach of negotiating price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage
multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying
online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for

The banners and the pricing for the data that they are layering on to target their audiences. A supply-side
platform or sell-side platform (SSP) is a technology platform, web publishers of the world use a supply-
side platform to automate and optimize the selling of their online media space.

4.2 Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the business. Here I
am using porter’s model to understand digital advertising industry in India. Generally, in the Indian
advertising industry, contracts are long termed, and customers are likely to keep going back to the same
advertising.

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1) Threats of New Entry
Full service agencies have high demand in Market.

Lack of getting efficient work force is a threat in digital advertising.

Cost of setting up a digital agency is low. But agencies need to invest a huge amount in backend
function like technology.
Getting clients in the initial stage is a bit difficult, because clients will usually look the past
experience of agency.
Government regulations in the digital advertising are low. While comparing with M&E industry.

2) Bargaining power of suppliers

Lot of suppliers are there, but some suppliers who have high reach and affinity will charge high
price for placing ads in their portals.
Real time bidding will lead to increase the demand of some portals.

Bargaining power of suppliers, who provide data and information are very
high. Seasonal campaigns put pressure on supply side to charge high.

Employee or work force with proper knowledge is limited.

3) Bargaining power of buyers

Buyer are the clients of agencies, basically buyers are high idea seekers.
Clients will choose agencies which have good experience in industry.

Clients like long term relationships with agencies, so they also try to adjust with
agencies. Clients can ask agencies to change pattern of campaigns at any time.

Clients like MNC’s have high power over agencies, but SME’s will satisfy with performance of
agencies.
Backward integration by buyers is not possible.

4) Threats of substitutes
No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
Substitutes are too popular among buyers. They had high demand in past years.

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 5) Rivalry by existing competitors
At present competitors are low, but it can be increase in future. Because lot new players are

coming to the industry.

Existing competitors have high profile clients and clients loyal toward
them. Most of the traditional agencies are now concentrating in digital also.

Existing firms in the Industry are creating variety and unique campaign for
clients. Most of the firms have efficient backend support in technology.

Existing firms have the expertise manpower and firms giving good remunerations to employees.

So employees are loyal towards employers.

Some firms are popular due to execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

Low threats for new entry.

High bargaining power of suppliers.

Bargaining power of buyer is medium, but in coming year there is chance for increase. Due to lot of

players are coming to industry.

Threats of the substitutes are high, but it will change in coming years.

Rivalry by existing competitors is high, but possible to break it by doing some unique campaign for

client.
Indian market is a potential market for digital advertising due to high internet and mobile penetration.

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 5. LITERATURE REVIEW

1. Neelika Arora 32has published research article entitled “Trends in Online Advertising” in advertising
Express, Dec2013.
The global online advertising revenues are expected to touch US $10bn by 2015. In India, the revenues at
present are estimated to be Rs.80 cr. and are expected to increase six times more within the next five years.
In India, Internet as a medium is accepted by a wider industrial segment that includes automobiles, telecom,
education, banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing,
durables, media, business services and tourism. Out of these, it is estimated that the banking, FMCG and
insurance sectors together account for 45% of the total advertising spend. In comparison to this, automotive,
travel and retail spend 37% of the total advertising revenue and financial service companies spend 12% only.
Some of the top spenders in India are automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury,
HDFC (Housing Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early
adopters in the field of finance and IT are also increasing their spending. Globally, the trend is that almost
60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and
Overture. Approximately, 90% of the Goggle revenues come from advertising. In India, portals like
indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting major online
spender.

This article explains demographic profile of Indian users. It also gives the comparison between global trend
and Indian trend, which is useful for my research work.

2. Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of Marketing.

Online banner advertising has great potential as an advertising medium. It is easy to create, place and use. It
offers companies targeting well educated, innovative, affluent males/females or students with great potential
for success as their segments are highly represented.

3. Jaffrey Graham45 has published his article entitled “Web advertising’s future e-Marketing strategy”
Morgan Stanley Dean Witter published an equity research report analysing the Internet marketing and
advertising industry. The report studies research from dozens of companies and calculates the cost and
effectiveness of advertising across various media. Branding on the Internet works. For existing brands, the
Internet is more effective in driving recall than television, magazines, and newspapers and at least as good in
generating product interest.

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4. Advertising in social media: How consumers act after seeing social ads. Adapted from Nielsen (2012: 10).
Social media has not only changed how people communicate online, but it has also changed the consumption of
other media too. Online social connections are used to filter, discuss, disseminate, and validate news,
entertainment, and products for consumption. (Ryan 2011: 15) The next chapters will explain more about
each of the world‘s current most widely used social medias. There are, of course, many other social
networks and applications (apps) available but considering the study, the focus is on the main Medias.

5. Vikas Bondar has published his article on “sales and marketing strategies” Internet is a really good thing.
The Internet gives people a greater amount of information as we need. It is the best way to get a comparison
of the products that we need. If we are interested in buying, it is best for us to check the Web sites. Also if
we would like to make our own Web page we can do this, without paying a lot of money. From where do we
set all this information? The answer is from advertising, which we see, everywhere: on TV, on the Internet,
in the newspapers and more. Year after year we get more and more new, interesting information and in the
future the Internet use will increase more than now. This article explains how internet is useful tool for
advertisement.
6. According to Garder‘s survey (2013), the top priority in digital marketing investment will be to improve
commerce experiences through social marketing, content creation and management and mobile marketing.
Key findings also revealed that a company’s marketing success relies mostly on their website, social
marketing, and digital advertising, which are all parts of digital marketing. In addition, savings made by
using digital marketing can be reinvested elsewhere. Normally, companies spend 10 percent of their revenue
on marketing and 2.4 percent on digital marketing, which will increase to 9 percent in the future.

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 6. DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for
marketing activity carried out online, as opposed to traditional marketing through print media, live
promotions, tv and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the
Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness. Compared to
traditional methods of advertising, Digital Marketing offers rather realistic costs (particularly important for
small- and medium-size businesses and start-ups), accurate targeting and excellent reporting.

6.1 Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital marketing
also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking the content,
such as display advertising on websites and news blogs. Email, text messaging and web feeds with
customized

Contents can also be classed as push digital marketing when the recipient has not actively sought the
marketing message. Push marketing allows you to target your demographics and use your marketing dollars
to promote your product to the people you know are interested in what you have to sell. A push marketing
campaign can be more expensive when it comes to upfront costs, so you really need to be sure that your
marketing is going to reach the right people at the right time. Behaviour targeting is good example for push
digital marketing.

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6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) 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. 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, social book marking,
directory submission is the SEO tactic.

1.1 Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a process of
submitting your Website URL to theme related Directory like if your site is Health Related you should
Submit your site URL to Health related directories sites for getting Back link from them.

26
Types of Directories:–There are basically three types of Directories Submissions

1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of Directories Site
Will Charge for Submission and your link will approved hand to hand or within 24 hours you will get fast
back links from this type of submission. Some sites offer this package for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for free or regular
submission but there is no guarantee for getting approved your link by Administrator and it will take lots of
time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site when you
activate Directory Link then Directory administrator will approve your link.

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 Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and tools are used to
submit directories it will save time and with the help of automated huge amount of submission done in
short time.

2. Manually Directory Submission: – It is done by manually and it will take lots of time to do directory
submissions.

Process of Directories Submissions

1. Open a Directory Site

2. Click on Submit Link

3. Choose your link type like Reciprocal Link Free, Regular Link Free and Featured Lifetime Link.

4. Fill your Site Title

5. Fill your Website URL

6. Fill Owner Name

7. Fill Owner E-mail id

8. Fill if you Choose Reciprocal Link

9. Fill Website Description

10. Choose Category related to your Site

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1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see because they find
it interesting, valuable or cool. In a way, social bookmarks are just like the bookmarks you already have on
your private computer. The difference between the two is that social bookmarks are saved to the web where
they can be easily shared while private bookmarks are saved to your own browser. The idea behind social
bookmarking is simple: post links on popular social bookmarking websites to increase your own traffic and
gain an ongoing stream of new readers and customers. Content that are openly shared with other Internet
users literally have unlimited growth potential. For example, one link can quickly multiply and reach
thousands of desktops across the world if one user passes it on to others, and those users in turn do the same,
and so on. Online marketing has gravitated away from true-and-tried ad and affiliate marketing toward the
rapidly growing world of global social networking. Social bookmarking is a great traffic-boosting search
engine optimization (SEO) strategy because it’s easy, effective and trendy.

2. SEM (Search Engine Marketing ):

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), which adjusts or rewrites website content to achieve a higher
ranking in search engine results pages, or use pay per click listings.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in the search
engines, finding the most relevant and popular keywords for the site and its products, and using those
keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword analysis
and research is the search perception impact. Search perception impact describes the identified impact of a
brand's search results on consumer perception, including title and Meta tags, site indexing, and keyword
focus. As online searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search engines, can be
analyzed through the number of pages of the site that are indexed on search engines (saturation) and how

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3. Back end tools, including Web analytic tools and HTML validators, provide data on a website and its
visitors and allow the success of a website to be measured. They range from simple traffic counters to tools
that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or
an image on a page to track actions). These tools can deliver conversion-related information. There are three
major tools used by EBSCO: (a) log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool:
WebSideStory's Hitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check the invisible
parts of websites, highlighting potential problems and many usability issues and ensuring websites meet
W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests,
highlights, and reports on slightly different aspects of your website.

4. Whois tools reveal the owners of various websites, and can provide valuable information relating to
copyright and trademark issues.

2.1 Pay per click (ppc):

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, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever 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

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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.

The PPC advertising model is open to abuse through click fraud, although Google and others have
implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an
advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases, the
advertiser must consider the potential value of a click from a given source. This value is based on the type of
individual the advertiser is expecting to receive as a visitor to his or her website, and what the advertiser can
gain from that visit, usually revenue, both in the short term as well as in the long term. As with other forms
of advertising targeting is key, and factors that often play into PPC campaigns include the target's interest
(often defined by a search term they have entered into a search engine, or the content of a page that they are
browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time that they are
browsing.

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2.1.1 Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click.
In many cases the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their
website or network. These various amounts are often related to the content on pages, with content that
generally attracts more valuable visitors having a higher PPC than content that attracts less valuable visitors.
However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or
high-value contract. The flat-rate model is particularly common to comparison shopping engines, which
typically publish rate cards. However, these rates are sometimes minimal, and advertisers can pay more for
greater visibility. These sites are usually neatly compartmentalized into product or service categories,
allowing a high degree of targeting by advertisers. In many cases, the entire core content of these sites is
paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar advertisers in a
private auction. Each of the bidding advertisers lets the publisher know the maximum amount they are
willing to pay for a given ad spot or keyword. The winning advertisers then pay for each click on their
advertisement, based on the amount they bid. The common practice amongst bid-based PPC websites such
as Google Ad Words, is to charge a small amount more than the next highest bidder.As you can see, Pay per
Click can be a massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers such as Google
or Yahoo, have employed several automated systems to prevent abusive clicks by corrupt web developers or
competitors out to cost you additional money. If used properly, you can find new customers with ease using
Pay per Click. It might also be beneficial to find a reputable pay per click company to assist you with your
campaigns.

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3. SMM (Social Media Marketing):
Social media marketing is the process of gaining website traffic or attention through social media sites.
Social media marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it across 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.

3.1 Engagement
In the context of the social web, engagement means that customers and stakeholders are participants rather
than viewers. Social media in business allows anyone and everyone to express and share an opinion or an
idea somewhere along the business’s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The engagement process is then
fundamental to successful social media marketing.

3.2 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals. With over one
billion users, your friends and fans are likely already using the platform and you should be too. In fact,
people are 51% more likely to make a purchase after "liking" a brand on Facebook. Face book
marketing requires a good intellects and unique thinking to make the campaign effective.

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Pros:

Facebook is a low-cost marketing strategy

Marketing activities that would cost thousands of dollars through other channels can be used on Facebook
for a fraction of the cost. This makes it ideal for small to medium businesses with a limited marketing
budget. Larger businesses can also trial marketing concepts and themes through Facebook before
committing to bigger campaigns.

Share basic information about your business

Your Facebook page is a place where you can publicise your business name, address and contact details,
and briefly describe your products and services. You can also talk about your staff, history, or any other
aspect of your business that is likely to attract other Facebook users and create interest in what you do.

Share pictures and videos from your business

As well as allowing you to post text, Facebook lets you upload pictures and videos from your business.
This can be a powerful way to communicate with customers and potential customers, allowing them to
see your product or service without having to visit your premises.

Facebook also allows users to 'tag' photos to indicate if a Facebook friend appears in them. This function
can be used to promote your business. For example, a tour operator could post a photo on their page of a
group going white-water rafting, then invite each participant to tag their image in the photo. Each tagged
image will show up as an update on the participant's Facebook account, where their friends will see it
too. This increases the level of interest in the picture, and your business.

If you do decide to use tagging, be careful. It can be a privacy issue, and some Facebook users are
sensitive about being tagged in photographs. For this reason, it is better to ask participants to do the
tagging, rather than doing it on their behalf. Talk to existing and potential customers

You can use Facebook to 'talk' to existing and potential customers by posting and receiving messages. But
don't use Facebook to aggressively promote your products or services. You'll have much greater success if
you share information related to your business that is actually useful or interesting to other users. This
increases your credibility and promotes your business by building long-term relationships with other users.
For example, a veterinarian could post tips for looking after pets, timing them according to when particular
health issues arise (e.g. ticks in summer).

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Provide customer support
Customers can post after-sales questions on your Facebook wall, and your staff can answer them there. This
is often more efficient than staff answering phone calls, and allows other customers to read common
questions and answers without having to approach you individually.

Raise brand awareness and promote positive word-of-mouth

You can increase your business's profile on Facebook by encouraging existing and potential customers to
click the 'Like' button on your Facebook page. Once they like your page, your customers will receive your
updates on their wall, where their friends will also see them. This helps to build awareness of your business,
and to associate your friends with your brand. Customers can also post positive messages about your
products or services, shared on their walls for all their friends to see.

Facebook can steer traffic to your website

You can include a link to your website on your Facebook page. Indeed, many businesses report that the greatest
benefit of Facebook is the extra traffic that it steers to their site. Visitors who come to the website can be exposed
to stronger marketing messages and, often, the option of buying goods and services. Customers who come to
your website from Facebook are likely to be more receptive than the average visitor, because they already know
something about your business and were motivated to click the website link.

Targeted advertising
Facebook can analyse all the information that millions of users enter into their profiles. As the owner of
a business page, you can pay to use this information to deliver targeted advertising to a specific group.
For example, an outdoor store could use Facebook to calculate how many men over a certain age in a
certain city have listed 'fishing' as an interest. Then they could develop an ad for new fishing lures, and
pay for it to appear only on the pages of those people. (Ads appear on the right-hand side pages in
Facebook.)

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Cons:
Loss of Control

Facebook was designed as an interactive online forum that encourages members to share information via
photos, video clips, links and written posts. While account owners ultimately have control of what remains
on their public profile, there is little control over who posts information or what those posts contain. It is
relatively easy for a competitor, angry customer or disgruntled employee to post accusatory comments that
are inflammatory, derogatory or otherwise slanderous to your business on your Facebook wall. Even well-
meaning posters may use language or photos that are not in line with the image you want to maintain for
your business. Maintaining vigilant control over the content that appears on your Facebook page takes the
time and effort of approved content monitors, which can be costly and time consuming for small business
owners.

Cost of Maintenance
Content pages must continually be updated with new information that readers will find useful, beneficial or
interesting for Facebook marketing to be effective. This requires development of a detailed innovative social
media marketing strategy a costly investment for small advertising budgets. Facebook marketing strategies
include video product demonstrations, interactive forums and online contests, all of which must be created,
uploaded, monitored and maintained by a business owner, staff member or social media advertising agency.

Competition
Marketing platforms executed via Facebook are open to easy duplication by competitors. Rival business
owners can easily pose as “friends” or “fans” to gain access to your content. Photos, artwork and other
images posted to your site are easily accessed and reused by visitors and can show up in other places
you may not approve of.

Professionalism
Social media platforms like Facebook were created to facilitate the casual sharing of information that may
not mesh with the professional reputation you want to establish for your business. For example, Facebook
marketing of a nightclub needs to be vastly different from Facebook marketing of a doctor’s office or law
practice. Care must be taken to develop and maintain a Facebook presence that reflects your corporate
philosophy, or it could place your company at a disadvantage.

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Advertising Costs

While basic Facebook pages are free of charge for personal users, business accounts that feature advertising
opportunities come with a price tag attached. This added promotional expense can be a disadvantage for
small business owners.

Negative Content

Communicating with your clients or fans over Facebook sounds friendly in theory, but some people may use
your Facebook page as a venue to write offensive comments or post spam. A user might even post false
allegations about your business on your page for anyone to see. As a result, your business needs to be
monitoring its Facebook page frequently, ideally checking each individual post. Even if you address these
issues quickly, you'll never know how many people saw the negative comments on the page and will
associate that memory with your business.

Subscriptions

Just because someone clicks "Like" on your page does not guarantee that she will see your updates in her
Facebook news feed. In an effort to give users more control over their Facebook experience, the social
networking site allows people to unsubscribe from a page's updates. When a user unsubscribes from your
updates, your new posts will be hidden from her news feed, so she will only see your posts if she actively
visits your page. This makes it impossible to know exactly how many people are actually viewing your posts
in their news feeds, so you cannot accurately measure impressions.

Time Consumption

Utilizing a Facebook page as a part of your digital strategy is very time-consuming if done right. In addition
to watching out for negative comments, a business should respond promptly to any questions or positive
suggestions posed by customers. Because Facebook is up and running 24 hours a day, posts may accumulate
quickly. If a business's Facebook engagement grows, it may even become necessary to designate an
employee strictly to social media duties. This might not be realistic for some companies, making it
unreasonable to properly manage a Facebook page.

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3.3 Twitter marketing (A game of 140 characters)

Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time. Whether
you’re looking to drive sales, increase brand awareness or launch a product. Twitter marketing is not much
popular than face book but still it has an impact on audien

The very first thing in twitter marketing you need to understand and learn the twitter terminologies well.

1. HASHTAG

A hashtag is any word beginning with the # sign. People use hashtags to organize conversations around a
specific topic. Clicking on a hashtag takes you to search results for that term.

2. MENTION

Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your followers to see
the message. So instead of a reply, use a mention. Include the @username of whomever you want to
mention in your Tweet, and it will appear in the Mentions section (in the Connect tab). All @username
mentions are clickable and link back to the mentioned individual’s profile.

3. REPLY

You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and will
show up in your home timeline and the timeline of the person to whom you are responding. The reply will
also be visible in the home timelines of people who follow both you and the person to whom you sent the
reply. Meaning, someone not in the conversation has to follow both of the people replying to be able to read
both sides of the conversation.

4. RETWEET

You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the original
message to all of your followers.

5. LINKS

Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and it will
automatically be shortened to 19 characters. This makes it easier to fit long URLs into the 140 character
limit.

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Pros:

The targeted market is most probably on Twitter:

Since a very large number of people use social network, there is a high probability that the interested parties
for the product you are advertising is in the virtual world. This is one great advantage every business should
try to make use of because if you are not using social networks for advertising, then you are missing a large
market.

Great way to research market:

With the growing popularity of the internet, market research has become easy. Instead of spreading
questionnaires or asking people oral questions, the use of social networks made it easy by making it easier to
create free surveys and posting the links so that people can participate. This is a very easy way of doing
market research, keeping in mind the fact that the setting up the surveys won’t cost money and people can
finish those surveys in less time than the hard copy one.

Growth of social networking:

There is no doubt that the use of social networks is rapidly growing. What this means to business is that,
there are audience on the virtual world than the business could ever reach through any other type of media.
This is in fact one of the main advantages of using Twitter and other social networks for businesses.

Easier way to pass info:

By just posting a 140 character tweets, a business would be passing more information than it can do
anywhere else. This costs less or almost nothing compared to other modes like sending a mail or making a
phone call. I also don’t know if this is true for everyone else, but I may read lots of stuff online that I may
not read if they were on a hard copy or somewhere else.

Cons:
Spams and viruses:
When the use of the internet world has increased, the potential risks that one can obtain from the internet
have increased as well. What this means is spammers could spam your site or worse than that, can find
access to your information through social networks. Social networks could be useful, but if not properly
used, then they could lead to more problems.

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Using for business needs:
Twitter and other social networks are designed to be user friendly. On the other hand, there are also
applications and other aids that make it easier to use. One thing with social networks is that businesses and
individuals do not use it the same way. What this means is that businesses need to learn how to efficiently
and effectively use Twitter and other social networks so that they could make the use out of it.

Limited space:
I think everyone who used Twitter or paid a little attention to how it’s used knows about the 140 characters
thingy. This kind of space or limitation on character is not enough for most business and this is where
learning to effectively and efficiently twitter comes into place. On the good side, may be this is good,
because otherwise people won’t be in the mood to read a whole blog most of the time.

Streamline nature of twitter:

It’s a common expectation of anyone who follows others on twitter not to follow everything. One of the
reasons this happens is because the tweets in twitter are designed to stream really quickly and usually show
the latest tweets. So some of times, some of the tweets one makes or a business makes may lost in the long
shuffle of tweets. Like I said before, this calls for learning to use twitter effectively.

Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message within 120
characters or less and leave atleast20 characters so that others can re-tweet (RT).

 Utilization of # hash tags Tweets with hash tags get twice the engagement of those

Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash tags and
invite followers to re-tweet.


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 .

3.4 Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December 2002 and launched on
May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn increased to 20 million
members. As of June 2013, LinkedIn reports more than 259 million acquired users in more than 200
countries and territories.

LinkedIn allows companies to create professional profiles for themselves as well as their business to
network and meet others. Through the use of widgets, members can promote their various social networking
activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page.
LinkedIn provides its members the opportunity to generate sales leads and business partners. Members can
use “Company Pages” similar to Facebook pages to create an area that will allow business owners to
promote their products or services and be able to interact with their customers. Due to spread of spam mail
sent to job seeker, leading companies prefer to use LinkedIn for employee's recruitment instead using
different job portals. Additionally, companies have voiced a preference for the amount of information that
can be gleaned from LinkedIn profile, versus a limited email.

Pros and Cons of social media marketing on LinkedIn

LinkedIn is one of today’s biggest social networks but it’s 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 it’s 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.

Cons:
• When looking at LinkedIn, it’s 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 version of LinkedIn, but that might not be an option for smaller companies with a
limited budget. 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

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 • 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

3.5 Pinterest:

It is a visual discovery social network. It is a way of sharing images of anything, from fashion to pets to pot
plants. You can create your own online pinboards to suits any theme and share it with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are female and
aged between 25 and 44. So if you are targeting women pinterest is the right platform. Pinterest is now one
of the top 10 social networking sites tracked by Hit wise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating boards that are

culture and lifestyle related. You can create boards on trends, behind the scenes, preliminary sketches

for products.

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3.6 Instagram:

Instgram, the new revolutionary photo-sharing program, making it easier than ever to share your best
pictures with the world. The social media program allow you to upload, add digital filters, and then post
your pictures on your Instagram-feed, as well as other social networking sites. You can connect your
Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This makes it
easy to share your pictures on multiple platforms all at once.

When it comes to brands and businesses, Instagram goal is to help companies to reach their respective
audiences through captivating imagery in a rich, visual environment. Moreover, Instagram provides a
platform where user and company can communicate publicly and directly, making itself an ideal
platform for companies to connect with their current and potential customers

3.7 Google +:
Google has described Google+ as a "social layer" that enhances many of its online properties, and that it
is not simply a social networking website, but also an authorship tool that associates web-content
directly with its owner/author. It is the second-largest social networking site in the world after
Facebook. 540 million monthly active users are part of the Identity service site, by interacting socially
with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments. In October 2013,
Google counted 540 million active users who used at least one Google+ service, of which 300 million
users are active in "the stream".

Pros:
With most marketers comfortable with using Facebook for their primary social media marketing tactics they
quite often don’t see the other opportunities. Here are some compelling reasons to register and start using a
Google+ page to complement your Facebook page, your social media and digital marketing activities.

Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They allow you to
create online meetings that are limited to 10 active users but it allows you to stream YouTube video to an
unlimited number of viewers. Hangouts provide a way to engage with small groups of customers that you
may want to share important information and/or educate.

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No update filtering

Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is from its
Google ad words and search advertising. It doesn’t need to force you to pay to be visible on Google+.
Facebook has increasingly applied its Edge rank technology that filters the updates that are seen by people
that have liked your brand’s “Facebook page”. Some research shows it at less than 15% and shrinking. This
is so they can force you to spend to advertise on Facebook to get attention. It has become “pay to play”
Google plus does not filter (censor) your updates to followers that are following your page.

No ads

Point two leads to another advantage. There are no annoying advertisements on Google plus. No distractions
and no one wanting to sell you weight loss or dating services.

Social signals

Google wanted to enhance its search engine capabilities by having humans vote on what content they liked.
(That is the Google+ button). This is now built into Google’s search algorithms to ensure that Google
remains relevant on the web. This makes certain that your content is receiving votes (social signals) when
you are participating on Google+.

Search visibility
By participating on Google plus you are increasing the visibility of your brand. Ever searched for a brand or
business and noticed what comes to the top of the rankings? It is all the major social networks that appear on
the first page. Also what should be considered is the importance of securing your brand name on Google+,
which is an important part of building your online digital assets.

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3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet after Google,
who owns YouTube. YouTube video watching is a significant activity on the Internet, with over 1 billion visits
to YouTube daily and over 100 million videos watched daily. And it's easy for anyone who sees

Pros:

Vast Audiences for your Video

The success of any business depend upon its visibility and youtube gives you that very much required
exposure with little or no effort at all. It is just the matter of selection of uploading your video under right
place, under right category. So it is very easy and more likely to reach masses when you use youtube for
your videos, and hence chances of clever video to grab viewers’ attention and go viral, is quite high on
youtube, when self-hosted videos(websites). Anybody can embed videos on their websites, blogs etc. and if
good, your video will also be approachable from outside of youtube. In case you want your video to be
viewed by selected number of people. You can do that by making it private.

Save Dollars with Free Video Hosting

If you are planning to host your videos on your own video hosting server or thinking about getting licence
from a video platform then you have to take in account, this extra burden of dollars on your wallet. Though
Google don’t promote commercial video sharing but has now made an amendment in the terms and
conditions for sharing original contents of brands. It is one time investment and you would be happy to
upload your content on YouTube as you are still saving the additional design and functional costs. Hence, if
you compare the current cost for licences of video platform YouTube brand channel is a smart bet.

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4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of
different formats and contains items such as texts, images, flash, video and audio. The main purpose is to
deliver general advertisements and brand messages to the plus 40 million people connected to the Internet
each month.

It is important to choose the right format because it will help to make the most of the medium. It is also
possible to add:

 Video


 Expendables: flash files that expand when the user interacts on mouse over


 Overlays: ads that appear and that it is possible to remove clicking a close button;


 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has realized a
Display Standard Ad Unit Portfolio that works as guideline that can be followed by the creative.

Standard size
IAB has also created a universal standard for display ad sizes Page text. There are four dimensions that have
been decided as universal and are respectively:

 Banner 728 x 90



 Rectangle 336 x 280



 Skyscraper 160 x 600



 Square 250 x 250

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5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process include

Undertake the comprehensive research and analysis the online

content. Track your users’ actions and opinions about brand.

Reduce your risk of featuring amongst the negative user sentiments.

Enhance your web presence and create positive perceptions.

6. MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can
plague customers with time and location sensitive, personalized information that promotes goods, services
and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any
marketing activity conducted through a ubiquitous network to which consumers are constantly connected
using a personal mobile device".

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the
consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of
spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as
guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile
Marketing industry with several 100 million advertising SMS sent out every month.

6.1Ways of mobile marketing:

MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content
is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen
are capable of sending and receiving standard MMS message. Brands are able to both send (mobile
terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile
networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent
P2P (person-to-person).

47
Push notifications
Push notifications were first introduced to smartphones by Apple with the advent of the iPhone in 2007.
They were later further popularized with the Android operational system, where the notifications are shown
on the top of the screen. It has helped application owners to communicate directly with their end users in a
simple and effective way. If not used wisely it can quickly alienate users as it causes interruptions to their
current activities on the phone. It can be much cheaper if compared to SMS marketing for the long run, but it
can

Become quite expensive on the short run, because the cost involved in application development. Once the
application is download and installed provided the feature is not turned off it is practically free, because it
uses internet bandwidth only. SMS and push notifications can be part of a well-developed inbound mobile
marketing strategy.

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased. Therefore,
mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. This
allows for direct engagement, payment, and targeted advertising.

There is a lot of competition in this field as well. However, just like other services, it is not easy anymore to
rule the mobile application market.

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D games,
massive multi-player games and social networking games. This means a trend towards more complex and
more sophisticated, richer game play. On the other side, there are the so-called casual games, i.e. games that
are very simple and very easy to play. Most mobile games today are such casual games and this will
probably stay so for quite a while to come.

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Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an option. The
Mobile Marketing Association provides a set of guidelines and standards that give the recommended format
of ads, presentation, and metrics used in reporting. Google, Yahoo, and other major mobile content providers
have been selling advertising placement on their properties for years already as of the time of this writing.
Advertising networks focused on mobile properties, SMS resellers and advertisers are also available.
Additionally, web forms on web pages can be used to integrate with mobile texting sources for reminders
about meetings, seminars and other important events that assume users are not always at their computers. In
addition Mobile websites are another aspect of mobile web marketing and can be a tool than can used to help
make purchasing goods and services easier as well as create better communication opportunities between
trades.

QR codes
QR codes allow a customer to visit a web page address by scanning a 2D image with their phone's camera,
instead of manually entering a URL. The resultant URLs typically include tracking features which would be
unwieldy if typed by the customer. Originally approved as an ISS standard in 1997, Denso-Wave first

Developed the standard for tracking automobile parts in Japan. QR codes have been growing in popularity in
Asia and Europe, but have been slow to be adopted in North America. Some high-profile QR campaigns in
the United States have included billboards by Calvin Klein in Times Square, QR codes for every SKU in
Home Depot and Best Buy stores, and a scavenger hunt promoting Starbucks and Lady Gaga. Apple pass
book Implemented as a native app for iOS6, has employed QR codes as one of the ways that the iPhone (or
iPod Touch) users can take a real world action. I.e. scan the Barcode on their Passbook Pass. In addition to
QR codes, the Passbook (application) also supports PDF417 and Aztec 2D Barcodes.

Bluetooth
The rise of Bluetooth started around 2003 and a few companies in Europe have started establishing
successful businesses. Most of these businesses offer "hotspot" systems which consist of some kind of
content-management system with a Bluetooth distribution function. This technology has the advantages that
it is permission-based, has higher transfer speeds and is also a radio-based technology and can therefore not
be billed (i.e. is free of charge). The likely earliest device built for mobile marketing via Bluetooth was the
context tag of the AmbieSense project (2001-2004). More recently Tata Motors conducted one of the biggest
Bluetooth marketing campaigns in India for its brand the Sumo Grande and more of such activities have
happened for brands like Walt Disney promoting their movie 'High School Musical'.

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 7. AIDMA AS AISAS IN DIGITAL ERA
AIDMA widely accepted model describing the psychological process leading up to the consumer’s decision
to purchase a product. This model is similar to AIDA model. The AIDMA Model was first advocated by
Roland Hall, an American economist, around 1920.

According to this model, there are five key processes: Attention, in which the consumer first notices the
product or advertisement, followed by Interest, Desire, Memory, and Action. This model has been used
extensively in the advertising and marketing industries.

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a consumption
behaviour model that has been advocated by Dentsu since 2004. It was developed to observe behaviours
based on the understanding that the Internet has become prevalent, and that consumers now have access to
environments in which they can obtain and transmit information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then makes a
purchase (Action), after which information is shared with others. In comparison to “AIDMA,” the
psychological process has become more compact, and the Action process has expanded.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today.
Organizations of all sizes use the medium to promote their products and services. So well, why do so many
organizations use the medium? Simply put, it is due to the numerous advantages that online advertising
offers. These are discussed in the paragraphs ahead.

Reach
The ability of the online medium to target a certain demographic of users is one of the greatest advantages of
digital advertising. In addition, the geographical reach of the online medium is far greater than that of
traditional media. It’s not only cost effective to achieve a wider geographic area but the ads can also be
targeted to the desired audience. For example, if an advertiser is keen on selling his or her products targeted
to a certain demographic of people, it is quite possible through online advertising. Digital advertising has
matured to the extent that web publishers, media agencies and advertisers themselves know the optimal
ways.

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Measurement

With various tools becoming available, tracking effectiveness of ad campaigns is becoming possible today.
In other words, measuring Return of Investment (ROI) is increasingly possible today. Organizations that
were previously reluctant to spend online, now realize that the online medium does offer means to alleviate
any such fears. Moreover, when properly designed online marketing campaigns generate the desired results,
advertisers are further encouraged to continue advertising online.

Interactive and Engagement

The Internet is arguably the most interactive and engaging medium among various others. Interactive
campaigns have become a norm with the power of the online medium. One such advertisement worth
mentioning is the campaign by AXE where the end user could alter the smile of a woman as he/she liked to
i.e. in an interactive framework. The advertisement struck an instant chord with the youth to which AXE the
brand is positioned for Customers are basically just a click away from the advertisers. In other words, direct
response between end users and advertisers is possible through the online medium.

Time

Through the Internet, an advertiser can reach a desired target group or demographic in a much shorter time
frame. For example, if an advertiser needs to plan some sort of ambush marketing, the online medium can be
an effective means of achieving it. Even otherwise i.e. for regular marketing campaigns, the total time
necessary to complete an online advertising campaign is less than that of traditional advertising methods.

Cost

When compared to traditional forms of advertising, digital advertising is cheaper. Various payment models
are available between the advertisers and publishers. Many a time, advertisers are charged only when
visitors click on their ads. The various payment models are discussed in detail in the next section.

51
7.1 Monetary term in Digital Marketing

Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some specifically defined
action in response to an ad. “Action” include such thing as a sales, transaction, a customer
acquisition or a click.

Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet advertising. The

thousand stands for ‘thousand advertising impression or views’.

Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price each time a
user clicks on their advertisement. The cost for the click is often negotiated through auction, with ad
placement determined by the relative size of the bid, as well as other factors.

Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for specific

keyword search term for a fee.

Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead.

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 8. DIGITAL MARKETING IMPACT ON REVENUE

GENERATION
Digital marketing is a new trend in marketing, unlike traditional marketing most of companies not use their
own marketing channels for digital marketing mostly it can be outsourced to third parties like digital
marketing agencies like odigma consultancy ltd. Companies like odigma generating revenue using digital
marketing it has great impact on revenue model of these companies. Spending’s of various companies on
digital marketing is a revenue for digital marketing agencies like odigma.

8.1 Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At the high end,
for global enterprises, are the agency holding companies with hundreds of full-service digital agencies
around the world. There are also boutique and specialty agencies that provide channel-specific digital
marketing services such as mobile messaging programs, social media marketing, or SEO link-building
campaigns. And there are agencies that focus on strategy and professional services, such as branding or web
design. Like any organization, each type of agency has its own strengths, weaknesses, and culture. Digital
agencies also can be differentiated by their focus on professional services versus proprietary technology

platforms. Agencies that emphasize their professional services capabilities recommend and use third-party
technology such as PPC campaign management platforms, SEO tools, and social media management platforms to
manage their clients’ data and digital campaigns. These agencies view their role as strategists that can analyse
and interpret data to provide actionable results and achieve their clients’ goals. Agencies that develop and offer
proprietary tools view their platforms as a competitive advantage over third-party toolsets that are widely
available. The plethora of digital channels has left many advertisers drowning in data. By providing technology
platforms that are built and customized to client needs, these agencies believe they are providing unique and
critical automation tools that collect, analyse, and optimize data for their clients.

53
8.2 The Benefits of working with a digital agency
Agencies owned by large media or holding companies can provide the following benefits:

 Diversity of capabilities from co-owned media properties.



 Built-in sister agency relationships and priority referrals.


 In-network efficiencies.

Working with a specialty or boutique agency offers unique benefits as well, including:

 More granular channel strategy and tactical expertise.




 Client access to agency decision makers and top personnel.




 Lower spending minimums

Various surveys showing that spending of companies on digital marketing is increasing every year, here is
survey says

54
8.3. Gartner Survey Reveals Digital Marketing Budgets Will Increase By 10 Percent in

2014

Digital marketing budgets will rise by 10 percent in 2014, following a double digit percentage increase in
2013, according to a survey of marketing executives by Gartner, Inc. The survey found that, on average,
companies spent 10.7 percent of their annual 2013 revenue on overall marketing activities, with digital
marketing spending averaging 3.1 percent of revenue.

These findings are included in Gartner's Digital Marketing Spending report that is based on a survey of 285
individuals but answering mainly for their entire organization. Respondents represent organizations with
more than $500 million in annual revenue (average revenue $4.4 billion) across eight industries: financial
services and insurance, high-tech, communications, manufacturing, media, retail, government and
healthcare. The survey took place from July through September 2013. The report examines how marketers
are allocating their budgets, what activities are contributing to marketing success and other factors.

"Marketing leaders are securing bigger budgets to define markets, develop offerings, and attract, acquire and
retain customers," said Yvonne Genovese, managing vice president at Gartner. "Digital marketing is taking
an increasing share of the marketing budget with annual digital marketing operating budgets totaling 3.1
percent of a company's revenue in 2013, as compared with 2.6 percent in 2012, representing a 20 percent
increase."

Eleven percent of respondents said they spent more than half of their marketing budgets on digital activities
in 2013 compared with only 3.0 percent in 2012. Digital marketing represented an average of 28.5 percent of
the total marketing budget in 2013, as compared with 25.5 percent in 2012.

A further survey finding was that 77 percent of companies have a chief customer officer (CCO) or the
equivalent. Customer touch points include websites, mobile apps, social profiles, directory listings, on-site
search, email interactions, communities, call center and more hence, the increasing popularity of the role of
the chief customer officer to help guide the customer right through the buying cycle and beyond.

Eighty-one percent of organizations were also found to have a chief marketing technologist in 2013, up from
70 percent in 2012.

55
8.4 Digital agency fee structures
Agency free structures vary widely, even within client accounts. It is not uncommon for a client to
compensate their agency using different fee structures for different types of media campaigns. For example,
a common agency fee model for paid media work is percentage of spend. Typically, an agency will be paid
10-20% of a client’s digital media spend on paid search or display advertising campaigns. Smaller clients
may pay a higher percentage, while enterprise clients may pay a smaller percentage due to the larger dollar
volume of their accounts. Generally digital agencies like odigma charge their clients for maintaining their
digital presence this is how they make money, necessity of digital presence for companies let the digital
agencies to make money. Different sorts of agencies advertising agencies use different models.

Methods of Charging Clients

1.Project based clients:
Often used for smaller agencies, smaller brands and typically for agencies that do one specific part of the
mix, e.g. A digital agency. But even a large agency would have some clients on this basis. Normally there
would be a Scope of Work, this would come with an estimate to do that one set job. This estimate would
normally be based on the people, how many hours they work, and what their hourly rate is. But there would
like be

Some pass through costs for physical goods, for services from other companies etc. The profit the agency
makes comes entirely from the gap between the hourly rates of what they pay people.

2. Retained agencies:
Sometimes there is a fee based on a percentage of media spend, but this is largely dying. Sometimes it's a
project team, where you buy a certain number of people, a certain percentage of their time, for a quarter or
year. These hourly rates work the same way as the team for the SOW above. Sometimes there is an amount
of money put aside for time and costs and the Agency manages this time and cost to serve the client. A sort
of pay as you go model. With all of the above, there is an increasing move towards pay for performance. So
it's likely that any of the sorts of agreements in a retained structure, will allow for a bonus to be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other criteria, and often a mixture
of them.

Some pass through costs for physical goods, for services from other companies etc. The profit the agency
makes comes entirely from the gap between the hourly rates of what they pay people.

56
3. Retained agencies:

Sometimes there is a fee based on a percentage of media spend, but this is largely dying. Sometimes it's a
project team, where you buy a certain number of people, a certain percentage of their time, for a quarter or
year. These hourly rates work the same way as the team for the SOW above. Sometimes there is an amount
of money put aside for time and costs and the Agency manages this time and cost to serve the client. A sort
of pay as you go model. With all of the above, there is an increasing move towards pay for performance. So
it's likely that any of the sorts of agreements in a retained structure, will allow for a bonus to be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other criteria, and often a mixture
of them.

 Fee-based or retainer-based models are quickly gaining traction, most often at the expense of
commission-based compensation among large brands and their agencies. The Association of National
Advertisers’ 2013 Trends in Agency Compensation Survey found that fee-based agreements have
grown to 81% of all compensation agreements, while commission-based compensation has fallen to
just 5% of all compensation agreements. The two compensation models have been on opposite
trajectories since 1994, according to the ANA survey, when commission-based models represented
61% of all agreements, and fee-based models accounted for 35% of agency compensation
agreements.


 Fee-based models have become more attractive because they provide predictable expenses for
marketers and advertisers, particularly on long-term accounts that require ongoing maintenance, such
as monitoring SEO rankings or social media content. Retainers may also encourage agencies to test
new campaign strategies and tactics, knowing that they will be compensated for their time regardless
of results.

Digital marketing budgets total 2.5% of revenue and will increase 9% this year. Marketing leaders have
secured bigger budgets to define markets and attract, acquire and retain customers. Yet, increased funding is
a double-edged sword. It brings new opportunities but puts more pressure on marketers to deliver and prove
a return on the investments.

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 9. RESEARCH PROBLEMS

Technical Aspects of problem:

  Finding the online presence of the client.

  Understanding why it is so weak.

  Identifying what solutions would be better for particular client.

 How to improve their presence, etc.

Managerial Aspect of the problem:

  To define SWOT for the client.

  To define their requirements and the corresponding solutions.

 To define the gap analysis for the client.

Business Aspect of the problem:

  To find better business opportunity for ROW.

  To resolve the client’s problem in terms of ROI.

 Competitive benefits and bets pricing offering.

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 10. FINDINGS

1 Most of the real sector people actually understanding the value and opportunities of digital
marketing

2 With the study of digital marketing I came to its emergence and extreme growth in today’s
scenario.

3 What I found in client servicing is convincing clients is bit complex as they too have complete

knowledge about the digital marketing and also explaining how we are better than others.
4 Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will think
about other channels
which mean these three channel high acceptance.
5 It is easier to approach a company’s if you first send them an E-mailer to related sector and
then call

them in fact sometimes the company itself call having seen the E-mailer.
6 Indian customers are highly information seekers. They collect more information about
quality, price

and refer customer’s experiences before purchasing a product.

7 Advertisements have high impact for creating stimulus in Indian customers. But this stimulus
will get
in to action only through opinion leaders.
8 Indian consumers have high tendency to go for online purchase. They have high affinity to
go online

.
9 One of the current trends in Indian youth and young Indians are watching the T.V programs
via online portals. May be the main reason is convenience of time, they can watch programs
which they
had skipped due to some reasons.

59
10 The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early; they
don’t need to wait for daily newspapers.
11 In both of these cases, one opportunity is lost for marketer and one opportunity is emerging
for them to reach their T.G.
12 More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of
samples have an internet connection is any of these gadgets, this showing the penetration of
internet in India.
13 If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using tabs.
More than 30% of samples have tablet. For brands they are getting three more platforms to
reach their T.G and engage them.
14 33% of the samples are using these gadgets while they are with their friends, so just think
about the reach. If one person noticed something which is cool and awesome they will surely
communicate to others.
15 25% of the samples are using these gadgets while watching T.V; it’s again a barrier for brands
which use TVC only. 21% of the samples are using this gadget for chatting and 16% are using
for surfing.

What they are surfing? It can be about a product, local events or locations...etc.
16 In this situation, one opportunity is again losing to brands and one opportunity is emerging
for brands to reach their T.G.
17 More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
18 48% of samples are telling they give more importance to online ads and 34 % of samples
give importance to T.V.C.

19 From the first part of this research itself, we know that customers are highly information
seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two way communication channel for
customers.
20 22% of the samples do research through their lap or PC before purchasing a product from
the retail shop and 21% do research via mobile.
21 Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through an online platform. Here is

60
 actually change happens in consumer buying journey, early times consumer belief a product
only after seeing the product in a
retail shop.
22 But now Indian customers want to get conviction about a product before going to retail
shop. So from a marketers view they want to convince their customers before going to a
retail shop.
23 Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
24 Brands are getting more touch points to reach target group in a cost effective manner.

Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

Samples showing that 40% of people get to know about new products through
advertisements and followed by friends means reference group

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 11. LEARNINGS

Get to know about challenges and opportunities for digital

marketing in India. Gain basic understanding of SEO, SEM,
SMM, ORM, etc.

Fulfilling each and every requirement of client is very important regardless of whether that
requirement

is small or big.
I learned how to pitch the client while meeting.

I experienced the corporate feeling which gives me a good exposure.

I was able to put in practice what I have learnt in my first year of marketing management
curriculum.

Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a leader.

Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.

Digital marketing work is all about a team work and it always try to give best out of all.

Time management is the big management lesson I have learnt as make individual more divert
to words it work.

How to do a formal communication, the way how to communicate with each level of
management to get work done.

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Every day same task, but the situations are different

It’s not only from my experience, but also from my observation. All colleagues are doing the
same type of work, but the situation is different. Sometime they have problem with a client,
but on the next day they problems with vendors or with creative team. While coming to me,
my first month was more concentrated with pitch presentation. Industry or clients are
different or requirements of the client are different, but contents or the flow of pitch
presentations are same.

Observation is the best teacher

There are lots of situations where I am completely blank and I don’t know how to do some
task. In those situations I observed my colleagues to know how they are doing it and I
understood the importance of

observation.

Work life balancing

This is the most important learning for me. This internship thought me how to balance your
personal responsibility and professional responsibility together and how to enjoy life even
after getting a job. Working in an agency is not an easy task, the person wants to face a lot of
stress and challenges. I am the only person in my office leaving early, while comparing with
others. Because my colleagues have lots of work, sometime they will leave by late night
only. But they are really enjoying all the moments in their life. They don’t have any
difference between professional life and personal life.

63
 12. CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the hands
of digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media’s. More than that customers are highly information
seekers and digital media is the only platform for two way communication between brands and
customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for engagement,
brands can increase their customers or they can retain their existing customers. Digital platforms
help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making money
through digital advertising raising of digital marketing consciousness making money for digital
agencies by which they are booming and making more money with small investments.

I honestly believe that this project report will be at most useful for marketers to understand the
digital marketing and also to plan for future strategies.

64
 13.Suggtions

The study found that the effectiveness of internet advertising on reach and creation of
awareness was determined by the level of knowledge about the existing platforms of
advertisements and time spent on these media. On average, a person spent more than 4
hours on the internet during his free time than that of TV and movies and print medium
and therefore the reach of internet medium is much better than that of other media.

A higher percentage indicated that they were made aware of existence of various
products through internet advertising and therefore it was effective in creating
awareness. The study revealed that the ability of the respondents to recall the internet ads
was low compared to TV, and therefore even though the reach of internet is much higher
than other forms, TV ads are much more reliable than internet advertising Danaher and
Mullarkey (2003).

Internet advertising is a key determinant of purchase decision of the customers as they

consider it to be an interaction point between them and the company from which they
buy their products from. The study also established that internet advertising has
significant relationship with purchase decision of the consumers. From the Pearson’s
correlations analysis, the study established that there is a positive relationship between
consumer behaviour and internet advertising

65
 14.APPENDICES

1. Year of study?

☐Year I ☐Year II ☐Year III ☐Year IV ☐Other, Specify _____

2. Age Group (yrs): ☐ up to 18 ☐19 to 25 ☐26 to 40 ☐41 to 55 ☐ 55 +

3. Gender: ☐ Male ☐ Female

4. Programme enrolled in?

☐ Module I ☐Module II

5. Where is your place of residence?

☐University Hostels ☐Other, specify _____

6. Do you like Advertisements?

☐Yes ☐No

☐Informative ☐Irritating

☐Entertaining ☐Annoying

☐Creates awareness ☐Waste of time

7. How much time do you spend on?

TV, Movies ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs

Newspaper, Mags ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs

Radio ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs

Internet ☐< 1hr ☐1 - 2hrs ☐2 - 4hrs ☐4 - 6hrs ☐> 6hrs

66
8. Do you watch the TV/ or listen to Radio commercials during commercial break?

☐Yes ☐No

☐Informative ☐Irritating

☐Entertaining ☐Annoying

☐Creates awareness ☐Waste of time

9. I change the channel during commercial breaks…

☐Never ☐sometimes ☐depends on ad ☐often ☐every time

67
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