MARKETING PROJECT

SUBMITTED TO MRS.SHALINI SINGH

MANAGEMENT

SUBMITTED BYADITI SINHA AYUSHI KHARE ANKUR MITTAL BHAVISHYA SHARMA DEEPIKA CHUAHAN

ACKNOWLEDGEMENT
With immense pleasure, we would like to present this report regarding usage of internet marketing today. As a student of JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW we would like to express our sincere thanks to all those who helped us during the preparation of the Report. We express our gratitude toward Mrs.Shalini Singh for her valuable guidance and advice. She inspired us greatly to work on this project. Her willingness to motivate us contributed tremendously to our project. We also would like to thank her for showing us some examples related to our project.

Impact of Internet Marketing:

Marketing: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationship and create value for their customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target market and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. Evolution of Marketing Trends: An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and endusers. Throughout history, marketing has changed considerably in conjunction with consumer tastes. Recently adopted new marketing trends: > Internet Marketing: It is also known as digital marketing, web marketing, online marketing, or e-marketing. It is the marketing generally for promotion of products or services through internet. Internet marketing is considered to be broad in scope because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media. Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization(SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies. Business Models: Internet marketing is associated with several business models: E-commerce: a model whereby goods are sold directly to consumers (B2C), businesses (B2B), or from consumer to consumer (C2C). Lead-based websites: a strategy whereby an organization generates value by acquiring sales leads from its website. Similar to walk-in customers in retail world. These prospects are often referred to as organic leads. Affiliate Marketing: a process wherein a product or service developed by one entity is sold by other active sellers for a share of profits. The entity that owns the product may provide some marketing material (e.g., sales letters, affiliate links, tracking facilities, etc.); however, the vast majority of affiliate marketing relationships come from e-commerce businesses that offer affiliate programs.[cit Local Internet marketing: a strategy through which a small company utilizes the Internet to find and to nurture relationships that can be used for realworld advantages. Local Internet marketing uses tools such as social media marketing, local directory listing, and targeted online sales promotions.

One-to-one approach In a one-to-one approach, marketers target a user browsing the Internet alone and so that the marketers' messages reach the user personally.This approach is used in the search marketing, in which advertisements are based on search engine keywords used by the customers. It usually works under pay per click (PPC) method.

Appeal to specific interests When appealing to specific interests, marketers place an emphasis on appealing to a specific behavior or interest, rather than reaching out to a broadly defined demographic.These marketers typically segment their markets according to age group, gender, geography, and other general factors. Niche Marketing Niche and hyper-niche internet marketing put further emphasis on creating destinations for web users and consumers on specific topics and products. Niche marketers differ from traditional Internet marketers as they have a more specialized topic knowledge. For example, whereas in traditional Internet marketing a website would be created and promoted on a high-level topic such as kitchen appliances, niche marketing would focus on more specific topics such as 4-slice toasters. Niche marketing provides end users of such sites very targeted information, and allows the creators to establish themselves as authorities on the topic or product Geo-targeting In Internet marketing, geo targeting and geo marketing are the methods of determining the geolocation of a website visitor with geolocation software and delivering different content to that visitor based on his or her location, such as latitude and longitude, country, region or state, city, metro code or zip code, organization,Internet Protocol (IP) address, ISP, and other criteria.

Advantages and marketing

Advantages

Limitations

of

Internet

Internet marketing is inexpensive when examining the ratio of cost to the reach of the target audience. Companies can reach a wide audience for a small fraction of traditional advertising budgets. The nature of the medium allows consumers to research and to purchase products and services conveniently. Therefore, businesses have the advantage of appealing to consumers in a medium that can bring results

quickly.The strategy and overall effectiveness of marketing campaigns depend on business goals and cost-volume-profit (CVP) analysis. Internet marketers also have the advantage of measuring statistics easily and inexpensively; almost all aspects of an Internet marketing campaign can be traced, measured, and tested.The advertisers can use a variety of methods, such as pay per impression,pay per click, pay per play, and pay per action. Therefore, marketers can determine which messages or offerings are more appealing to the audience.The results of campaigns can be measured and tracked immediately because online marketing initiatives usually require users to click on an advertisement, to visit a website, and to perform a targeted action. Limitations However, from the buyer's perspective, the inability of shoppers to touch, to smell, to taste, and "to try on" tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services. Security concerns Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not believe that their personal information will remain private. Some companies that purchase customer information offer the option for individuals to have their information removed from the database, also known as opting out. However, many customers are unaware if and when their information is being shared, and are unable to stop the transfer of their information between companies if such activity occurs. Another major security concern that consumers have with e-commerce merchants is whether or not they will receive exactly what they purchase. Online merchants have attempted to address this concern by investing in and building strong consumer brands (e.g., Amazon.com, eBay, andOverstock.com), and by leveraging merchant and feedback rating systems and e-commerce bonding solutions. All these solutions attempt to assure consumers that their transactions will be free of problems because the merchants can be trusted to provide reliable products and services. Additionally, several major online payment mechanisms (credit

cards, PayPal, Google Checkout, etc.) have provided back-end buyer protection systems to address problems if they occur. Usage trends Technological advancements in the telecommunications industry have dramatically affected online advertising techniques. Many firms are embracing a paradigm that is shifting the focus of advertising methodology from traditional text and image advertisements those containing more recent technologies like JavaScript and Adobe Flash. As a result, can more effectively engage and connect their audience with their campaigns that seek to shape consumer attitudes and feelings towards specific products and services.

Effects on industries The number of banks offering the ability to perform banking tasks over the internet has increased.Online banking appeals to customers because it is often faster and considered more convenient than visiting bank branches. Internet auctions Internet auctions have become a multi-billion dollar business. Unique items that could only previously be found at flea markets are now being sold on Internet auction websites such as eBay. Specialized e-stores sell a vast amount of items like antiques, movie props, clothing, gadgets, and so on. As the premier online reselling platform, eBay is often used as a price-basis for specialized items. Buyers and sellers often look at prices on the website before going to flea markets; the price shown on eBay often becomes the item's selling price. Advertising industry In addition to the major effect internet marketing has had on the technology industry, the effect on the advertising industry itself has been profound. In just a few years, online advertising has grown to be worth tens of billions of dollars annually. PricewaterhouseCoopers reported that US$16.9 billion was spent on Online marketing in the U.S. in 2006.

This has caused a growing impact on the United States' electoral process. In 2008, candidates for President heavily utilized Internet marketing strategies to reach constituents. During the 2007 primaries candidates added, on average, over 500 social network supporters per day to help spread their message. PresidentBarack Obama raised over US$1 million in one day during his extensive Democratic candidacy campaign, largely due to online donors. Several industries have heavily invested in and benefited from internet marketing and online advertising. Some of them were originally brick and mortar businesses such as publishing, music, automotive or gambling, while others have sprung up as purely online businesses, such as digital design and media, blogging, and internet service hosting. Current trends till 2010 in world While obviously no one can guarantee her predictions will be right on the money, there are some key points that do emerge as prominent in 2010 and can significantly change the way you and I use and live the web

Media consumption Due to increasingly empowered consumers and further advances in technology, media will become more o Distributed the same content will pop up in multiple locations, formats and channels o Personalized media will be tailored to reflect what consumers have watched, read, experienced and shared. o Contextualized when and where consumers get their information will dictate its content and format, and that, in turn, will shape how they interact with and share it. Advertising eMarketer estimates social network advertising will grow only 7% next year to $1.3 billion, accounting for a mere 5.5% of total online ad dollars. And while ad spending on these sites will never represent a significant share of total online ad dollars, spending on non-advertising forms of social marketing will rise significantly next year and beyond. Media engagement Media portals will need to figure out how to engage the community at a grass roots level so they have drivers and participants pushing the conversations and attracting peers. Portals believe they can scale and develop the website traffic required to support a local advertisement model. However, communities may develop their own home grown commercial systems for the same reasons why buy local is becoming a

mantra; and the portals are not entitling ownership of their local media systems to the community. Social Media As the significance of social networks continues to grow, businesses are investing more in community building as a marketing driver. According to the recent "Tribalization of Business" study released by Deloitte, 94 percent of businesses will continue or increase their investment in online communities and social media and, for the majority of these companies, their marketing function will drive this investment. Webinars Webinars are already changing the landscape on how people meet for business on the cheap, and worry the airlines. However, current webinar systems like WebEx, GoToWebinar or others are still either too difficult to use at full. Within 2010, some company will develop a simple to launch, one-click web meeting system that can broadcast live discussions across ad hoc participant groups. Mobile Smartphone usage will continue to increase and mobile payments will become one of the preferred venues for payments. The iTunes Store has lead the way with interesting services like Square surfacing to redefine how you and I can utilize our phones to pay for stuff while. on the move. Real-time The term represents the growing demand for immediacy in our interactions. Immediacy is compelling, engaging, highly addictive... it is a sense of living in the now and that is why you should expect to see more real-time in the coming months as Google Wave reaches its maturity,Facebook tries real advantage from the acquisition of FriendFeed and real-time protocols like PubSubHubbub become really topnotch. Content curation In the attention economy, with its millions of daily status updates and billions of web pages vying for your time, how do we best allocate that scarce resource? Mass media used to rule syndication, but now anybody can curate and present content across a plethora of social media platforms. Curating breaking news is key to readership its the reason why people follow CNN, Marketwatch or Engadget. Twitter has distinguished itself as the forefront application for breaking news, and anybody can use Twitter Lists to curate Twitter feeds by topic, geography and industry. Cloud computing This trend, boomed back in 2008 and persistently growing in 2009, will shift even more data and applications from your desktops to servers elsewhere ("the cloud"), making data accessible from anywhere and enabling collaboration with distributed teams. Giants like Microsoft, Apple and Adobe are already moving in this direction. Open source Open source software projects, typically for the purview of programmers or at least technophiles, will be available to the masses and

will also generate revenues thanks to a simple infrastructure that can live in the cloud and offer services for small subscription fees (think ofBeanstalk). Here some of the top 2010 trends and highlights emerging from this Internet predictions roundup:

Content formats: One of the main difficulties of the web is being able to really track a story as it develops and creating engaging formats for longform articles. In 2010, news organizations and publishers will design stories that are more suited to the way readers consume online content. As a result, other formats that are either engaging and eye-catching will gain momentum in 2010, like the blogozine. Content nesting: In 2010 your own content will spread on multiple locations more rapidly than you can imagine. That is why your website content needs to be nested in as many content aggregation sites as possible. Social media, RSS / blog directories and influential websites should be your main target. Why is this really important? Picture this: If you have a video on your website that is not on YouTube, people on YouTube will not bother searching for your website, because they simply do not need to go elsewhere. For them, YouTube already represents the total number of videos available on their topic of interest. Got it? Social media marketing: A survey by VerticalResponse, Inc. shows that 68% of small businesses plan to increase social media marketing. Social media will indeed continue to be a great way for marketers and brands to create conversations with customers. So, be sure to make 2010 your year to test content that attracts repeat and referral business. Customers are more likely to respond to social media marketing because they already know you and trust you based on feedback from other people or their prior purchases. Online reputation: With more and more consumers making decisions based on what they find online, small business owners will have to pay greater attention to track the buzz around their brands. As consumers prove to be highly influenced by online reviews and comments, business owners that do not monitor their brand mentions may have a hard time to prevent negative word of mouth. In 2010 expect those that will invest time protecting their online identities to succeed, and others to fail. Paid / free content: A recent Forrester report stated that 80% of U.S. consumers will not pay for online content. Another survey by BCG showed that most people will pay a maximum of $3 per month for online paid subscriptions. What this means is that brands of 2010 are going to be built

through a different model, based on consumer demand, the endless supply of content and the free distribution systems we all have. Online video: In 2010, online video will keep growing, keeping pace with the good trends of this year. Online video is interactive, memorable, widely accessible, cheap to create and highly shareable, that is why entrepreneurs and business owners are willing to invest even more on video. It is crucial though, that you do not overlook your text content for video. As powerful as video can be, it can be more cumbersome than text because you cannot scan a video as quickly as you can scan a page of headlines, links and text to quickly find the exact information you need. Online video advertising: Pre-roll ads will continue to dominate online video advertising. No innovation from Hulu, YouTube or Vivaki will prove as effective as a 0:15 or 0:30 coupled with a companion ad (here IAB video ad formats). YouTube only gains massive market share with its abundance of pre-roll and unless a brand new alternative is developed in the coming months, expect pre-roll to stay. Business models: Expect new business models to emerge clearly in 2010. While alternative monetization opportunities have already sprung in 2009, it is next year that new business models will reach maturity and become a serious option for Internet entrepreneurs. Whatever you may choose, your main goal should be to increase, extend and diversify the range of your revenue-making channels. Entrepreneurs that have bet all their horses on a single business model may find unpleasant surprises, so start acting now. Hyper niches: As already written, in 2010 content will be more and more ubiquitous and accessible. Those that will have the best content next year will float to the top, while everyone else will make less money and have fewer opportunities. It will be much harder to compete with big brands, which means next year the focus will be on niches and what John Arnold of Entrepreneur defines "hyper-niches." People will have to really narrow down their market niche in order to stand out and succeed. SEO: Conversion rate optimization will dominate SEO next year. Still the most under-utilized and highest ROI activities in the marketing department, conversion rate optimization will reach more awareness and brands will focus on improving conversion over time. Online businesses can generate so much revenue from this, yet few invest. 2010 will establish this trend.

Promotion during world cup

Media has been playing a pivotal role in the promotion of different sports either via sports articles or by giving coverage to the leading sporting sports. During world cup Cricket 2007 that was held in West Indies, different media bodies including online platforms such as Yahoo Sports, Bettor.com and many more others projected that event to their best. In that mega event, different teams participated with their full momentum to defeat their rivals; players came up with full enthusiasm to take away the world cup trophy. Media coverage from leading giants projected previous world cup quite well as it provided insights of every bit whether it happened on the ground or off the ground. Current Cricket world cup is also being projected quite well and even with more passion by different online media bodies. Yahoo sports and bettor.com are on top of all in the projection of this event as they are trying to cover everything from official to unofficial and on the record to off the record. What it takes to make this projection more well is the urge to come up with more interesting news, updates, articles, blogs and reviews, because people are almost fed up of the traditional ways of communication. Today, with the blessings o new media technology, almost every individual is having mobile phone with him and rather than wasting their time watching cricket matches, fixtures, updates, news etc on TV and newspapers, they prefer it on internet or on their mobile screens. This revolution has made it easier for them to locate their desired sporting sports and even sports articles accessible online with the ease of clicking just one button. Currently, almost every media organization is projecting world cup cricket 2011, because they know that after football, it is one of the leading sports that attracts millions of users, which ultimately gives boost to their product sales and incomes. Keeping all these factors in mind, every media organization in order to get ads to run its affairs more sophisticatedly, they try to provide cricket and other sports lovers with the stuff of their interests. As most of the sports lovers differ from each other in thoughts, likings and disliking, they can send their recommendations to

their desired media portal, channels and newspapers to produce programs of their interests so that they can have what they are looking for. Finally, the future of cricket is live as the whole world has gone live! Reebok will bring together mobile and internet platform with an interesting and exciting cricket application. This will keep the audience involved and updated with latest cricket scores, updates, trivia, downloadable wallpapers etc. Business during ICC 2011? Meeting franchisees has always been interesting, have met quite a few of them in the last couple of weeks. Some of them reported of increased business during the ICC 2011 and some of them reported that business has actually dipped due to it. Your franchisor / brand owner does not have to be a large corporation with many millions in marketing budget say Pepsi / Emirates / Nike to cash on. How is it that some franchisees increased their business, I am sure, this will help grow your business. Some successful ICC 2011 unofficial promotions: - Nominal Costing Freebies: Pizza Hut franchisees reported a surge in sales, all thanks to the recent WC promotion on Facebook. The promotion allows you to a free Magic Time meal comprising of a Pan pizza, garlic bread and Pepsi, everytime a batsman scores over 99 runs, irrespective of which country it represents. Pizza Hut stores have always seemed crowded especially for the last three weeks. This idea really worked. HOW. Facebook, Facebook has turned out to be the most viral of all platforms. The official Pizza Hut page on Facebook boasts of over 350,000 PLUS Fans, who subscribe to posts, recommend it to their friends as well as create a fun and lively environment for its business partners. The freebies attract huge crowds in groups of 3 to 4, out of which only 1 Magic Meal is complementary, thereby increasing sales as well as adding to the Buzz factor.

- Offer ICC 2011 Merchandise as presents. The mere display of the official ICC merchandise, attracts crowds to walk into your retail store, restaurant or education centre. The moment you announce a contest or a promotion, along with the ICC merchandise, you shall start receiving participation. You can make this offer, sale dependent and ensure that you do not go cash negative, while doing this. - Screening Matches: This is the most common, widespread and fool proof technique. Every establishment that has a television connection is only and only screening ICC matches. How do you cash on, remains a major problem - Custom Memorabilia: If your parent company is one of the official partners or the licensees, you could offer custom, made to order ICC 2011 memorabilia like the clothing and accessories franchise, Satya Paul is offering cuff links, ties, pens and wallets with ICC 2011 proudly mentioned. How to promote your campaigns? Do not worry if you do not have the large budgets to run these campaigns. You need not need one. The fastest, easiest and most effective way, is to build a community, over email, over your website or simply by maintaining your customer roster. Simply email them, text them, send a FB fan update but let them know, you have this promotion. Incentivise them for spreading the word and watch your campaigns go VIRAL.