Introduction

Digital marketing is the promotion of your business, organization or brand using channels
such as the Internet, mobile devices, television, and radio in addition to using creative online
advertising, video, podcasts and other such methods to communicate your message. Internet
marketing in particular plays a huge part in any digital marketing strategy and is becoming
the core of many organizations’ overall marketing strategies, particularly about social media
and viral marketing.

Digital marketing ecosystem is not only concerned with internet marketing and social media
marketing, in introduction we discussed that peoples have a belief that internet or social
media marketing are same but not same, be clear from beginning itself. Digital marketing
ecosystem consists of internet marketing and social media marketing. They are just a
channel for communication, digital ecosystem consists of integrating channels and
integrating services.

The digital marketer usually focuses on a different key performance indicator (KPI) for
each channel so they can properly measure the company's performance across each one. A
digital marketer who's in charge of SEO, for example, measures their website's "organic
traffic" -- of that traffic coming from website visitors who found a page of the business's
website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one
generalist might own many of the digital marketing tactics described above at the same
time. In larger companies, these tactics have multiple specialists that each focus on just one
or two of the brand's digital channels.

Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social media, or website-
based marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect
with customers where they spend much of their time: online. From the website itself to a
business's online branding assets digital advertising, email marketing, online brochures, and
beyond -- there's a spectrum of tactics that fall under the umbrella of "digital marketing."
The best digital marketers have a clear picture of how each digital marketing campaign
supports their overarching goals. And depending on the goals of their marketing strategy,
marketers can support a larger campaign through the free and paid channels at their
disposal. A content marketer, for example, can create a series of blog posts that serve to
generate leads from a new eBook the business recently created. The company's social media
marketer might then help promote these blog posts through paid and organic posts on the
business's social media accounts. Perhaps the email marketer creates an email campaign to
send those who download the eBook more information on the company.
 Digital Ecosystem

Search Engine
Search engine optimization (SEO) is the art of getting a website to work better with search
engines (like Google, Bing & Yahoo), and to look for achievable, profitable, ranking
opportunities through keyword research. It is a quest for increased visibility in search
engines via relevant copy, quality links, domain trust, social popularity and search engine
connectivity.

Search engine marketing

Search engine marketing (SEM) is a broader term than SEO and is used to encompass
different options available to use a search engine’s technology, including paid ads. SEM is
often used to describe acts associated with researching, submitting and positioning a website
within search engines. It includes things such as search engine optimization, paid listings and
other search-engine related services and functions that will increase exposure and traffic to
your Web site.

Displays
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. Normal banners, Rich media banner, Interstitials and pops are example of displays.
Mobile Marketing
Mobile marketing is used in reference to any marketing efforts on or with a mobile device. It
involves planning, creating, and implementing a mix of initiatives to bring together sellers
and buyers via mobile devices. Mobile ads, Mobile websites, Apps and Games are some of
examples for mobile marketing.

Social Media Marketing

Social Media refers to any software tool that enables and encourages engagement in
conversation or sharing. Popular forms of social media include Facebook, Twitter, LinkedIn,
YouTube, Pinterest, Google + and blogs. Now all day’s social media become platform for
marketer to make conversation with customers. Brands are now engaging customers through
social media.

Email Marketing
Email Marketing is a type of direct marketing that involves sending personalized, targeted
messages to a specific audience. Email Marketing is easy to use, low cost, and effective. Most
of the B2B business in present era in following email marketing, but in B2C also email
marketing is productive.

Video
Marketers are now use video to make customers aware of brands and to sharing the
experience of other customers. YouTube ads are too popular in video ads. In social media
platforms also, brands are sharing video.

Analysis
Analytics is the practice of evaluating data, and the process by which a company arrives at a
most advantageous decision. Here marketer analysis the integrate channel to understand the
effectiveness of communication. Analysis may be based on numbers of visitor or like in
social media pages. Etc.

Content Management
After analysis the integrate channels marketer can be able to understand the problems with
current contents. Later he can manage the content to increase the engagement rate, content
may be text in banners, images, or websites.
Advanced Targeting
Advanced targeting are techniques involving the sending of targeted messages to a specific
audience. It is used to increase the effectiveness of a marketing campaign. Behavioural
targeting is also a part of advanced targeting, here marketer can target the customer based on
their past behaviour in online. Marketer can put ads in another webpage where customer is
going.

Creative
Creative is the artistic component of an ad or website. It usually includes an image and copy
present in ads or website. Marketer can make those contents attractive to customers. Marketer
will sometimes change the entire design of websites, Apps, Etc.

Research and Planning

Marketer will do some research to understand the behaviour, taste and preference to
customers in digital platform. This research may be doing by using paid-tools like
ComScore...Etc. Through this research marketer can understanding where T.G is present or
what T.G would to do in online. After research marketer will plan new campaigns based on
those research reports. These campaigns are more effective to reach the T.G properly.

Digital Strategy
Digital strategy is the process of specifying an organization's vision, goals, opportunities and
initiatives in order to maximize the business benefits through digital media. Strategy will be
different for each brand; it will base on the brand objective and target groups interest.
 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 who 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.
Behavior targeting is a good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info graphics
and other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social media
and respond to people who leave comments or ask questions. Social media gets people
talking and that has a major impact on sales. Pull marketing also requires a greater investment
in time, but it gives you more ability to entertain your customers and educate them about your
company.
But don't get confused by seeing Email in push and pull, there is a difference. If marketer is
sending emails with customized content or banners to specific group of customers is push
digital marketing. If marketer is sending emails with the same content or banner to all
customers is pull digital marketing.
 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 like 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.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dents 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.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands can’t sustain without digital media.
 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 and websites for a
certain category of products or services.
 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.
 Disadvantages of Digital Marketing

It's important to note that while digital marketing has its disadvantages, it also offers
numerous advantages, such as cost-effectiveness, targeting capabilities, and measurable
results. Successful digital marketing strategies involve understanding and mitigating these
disadvantages while leveraging the strengths of the digital landscape.

 High Competition: The digital marketing landscape is highly competitive. With low
barriers to entry, businesses of all sizes can participate, which can lead to saturation in
certain niches. As more companies adopt digital marketing strategies, it becomes
harder to stand out and gain a competitive edge.

 Constant Changes: Digital marketing platforms and algorithms are constantly

evolving. What works today may not work tomorrow. Staying updated and adapting
to these changes requires time, effort, and sometimes additional financial resources.
This can be particularly challenging for small businesses with limited budgets.

 Ad Blocking: Many internet users employ ad blockers to avoid online advertisements.

This limits the reach of digital advertising campaigns and reduces their effectiveness.
Marketers need to find creative ways to engage with their target audience without
relying solely on traditional display ads.

 Data Privacy Concerns: In recent years, there has been a growing concern about data
privacy and the misuse of personal information. Regulations like GDPR in Europe
and CCPA in California have imposed strict rules on how businesses can collect and
use customer data. This can limit the ability to personalize marketing efforts and
target specific audiences.

 Digital Fatigue: The constant bombardment of online ads, emails, and social media
messages can lead to digital fatigue among consumers. People may become
desensitized to marketing messages or actively avoid them, making it more
challenging for businesses to capture their attention and engage with them effectively.
 Digital Advertising: Ad Avenues

 Search advertisements: Advertisements made up of text (displayed largely as

sponsored links on search engines) come under this category. These are backed by
hyperlinks that when clicked on, take the potential customer to the advertisers
website.
 Display advertisements: Advertisements that are placed at various points on a web
page that typically contain logos, photographs, other images or even text.
Technologically these comprise of Image, Simple flash and Rich media with&
without video ads.
 Mobile advertisements: Advertisements that are viewed or consumed on mobile
phones or tablets come under this category. These comprise of Mobile Web ads, SMS,
MMS, Mobile Video & TV ads and In-App ads.
 Social media advertisements: Advertisements of any type: text, display, stamp pads
etc displayed on various social media websites like: Facebook, Twitter, LinkedIn,
Pinterest, Orkut etc fall into this category.
 Email advertisements: Advertisements that involve sending across a commercial
message to a group of people using email comprise of this ad type. Emails are used to
engage with existing customers to get repeat business as well as to acquire new
customers.
 Video advertisements: Advertisements that fall broadly under the display type but
have video within them and are served before, during and/or after a video stream on
the internet. This type comprises In-Video ads, Standard In-Stream ads (pre rolls, mid
rolls or post rolls) and TrueView ads.

Some of the Basic Terms in Digital Marketing

 Page View- Viewing the page is known as page view. It gets counted once the page
loaded.
 Leads- When one person fills his details in the given box is known as lead.
 Conversion- The percentage of people whose activity can be tracked while clicking on
an ad or visiting a website to actually purchasing a product or service. A high
conversion rate indicates that the link, ad or site was successful.
 Inbound link- Link connecting to your website from a different website.
 Profiling- To build a picture of a target customer based on information from various
sources including customer transactions completed forms and demographic data.
 Unique Visitor- Unique IP address accessing a website.
 Landing Page- A custom we page designed to convert visitor into leads or sales.
Email, banner ads and even offline outbound marketing campaigns drive traffic to a
landing page to capture information or trigger a sale. Landing page is also called as
destination page or splash page.
 Types of ads

 Above The Fold: Above the fold refer to banners ads which are displayed at the top
of a web page.
 Rich- media: Online ads that contain motion, sounds or video are termed as rich
media ads Interstitial Ads: Ads that appears between web pages.
 Banner Ads: Embedding an ad into a web page- known as a click through due to
interactive actions where the consumers click and is taken to the banner ad’s company
websites.
 Pop-up: Ads that displays in a browser window either in the front or behind the
current browser window.

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 sale,
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.

Before doing this internship, I believed marketer is responsible for building a brand or
marketer is a custodian for a brand. But while doing internship, I understood marketer is not a
custodian, he is a person who guides a product to become a brand.
Today, brand custodians are the connected users who exist across digital platforms. They are
multifaceted. They are the publishers, circulators, ambassadors, instigators and at the same
time they are the custodians as well. Their digitally connected existence has power,
credibility, influence, depth, and reach. Their digital messaging has the velocity, acceleration,
and momentum required to
impact brands. Yet brands and their default custodians continue to live blissfully in an illusion
about the control they exercise over their brand.
Brand is an enabler in the current age. It is the participants, the brand conversations and the
platforms that amplify the brand and drive the brand philosophy. Businesses need to,
therefore, understand the consumers and the evolving digital sphere better and continue to
build brands within the digitally connected ecosystem by focusing on the following 3
elements.

 People
The digital age has democratized individuals. They are no longer passive consumers,
but active and creative participants. They expect and believe in the co-creation of an
experience, thereby evolving from consumers to users. They are becoming the most
credible and reliable source of the true picture of a brand.
Consumers are beginning to seek a relationship of fair exchange between themselves
and the businesses where each contributes, and everyone gains. Individuals are
seeking a multidimensional relationship that provides them with more than just the
brand product/service.
The fair exchange relationship is also offering new opportunities to the business to
build more human connections. Businesses will have to become receptive to this new
age definition of relationship that consumers seek. They may do well to go a step
ahead and create an environment that is receptive to this fair relationship.

 Channels
With consumers evolving into users and participating in co-creation, it is important
for brands to offer those channels and platforms that allow them to participate in this
process. Users are seeking channels that offer them more than just digital promotional
activities; they want channels that allow them the freedom to be publishers of content,
information and data, that give them control over what content they produce and
consume, that allow them to co-create brand experience.
The channels also need to be device agnostic. Users are adapting to the usage of
different devices throughout the day to execute tasks at hand. They might use a
smartphone or tablet to complete functional tasks etc. while on the move, but they use
a PC for heavy content creation and research. According to a google research, 90
percent of people move between devices to accomplish a task, with virtually all of
them completing their task in one day. The most popular starting point is the
smartphone. In most cases, the tasks are continued on a PC though tablets are also
becoming a popular option for continuing social networking and watching videos.
Businesses and brands need to accept that it is the consumer who has become a more
credible publisher by virtue of their access to a device which is always on and active.
Creating an environment of device agnostic platforms and channels that allow co-
creation of content between brands and consumers will address this shift.
Engagement
It is about creating a window with enhanced attention to influence behaviour and
motivations. With every business eyeing the opportunity to engage users, it is critical
to focus on engagement by increasing brand salience and influencing buyer behaviour
and choice. Brands should be able to map a customer’s journey to understand where
 they can add value and create an opportunity to engage them. Brands need to
understand that engagement is not about pushing product messages; it is about
capturing the imagination and the attention of the user. It is about designing a
naturally engaging experience.

Gender Wise
India currently has online population of 213M, among them 60% are males and 40% are
females. In have 110 M mobile internet users, among them 80% are males and 20% are
females. 176M of the total internet population are part of Social Medias.
According to the Internet and Mobile Association of India (IAMAI), the Internet user base in
the country stood at 190 million at the end of June 2013. For the whole year 2013, the
internet user base grew 42% to 213 million, from 150 million in 2012. With more and more
people accessing the web through mobile phones, the internet user base in the country is
projected to touch 243 million by June 2014, a year-on-year growth of 28%.
Younger males and women aged 35-44 emerge as power users.
India males aged between “15-24” are major users among Males and in females 35-44 are
major users of internet. Age wise distributions are given below.
 Online Behaviour of Indian Internet Users
Trends in online behaviour are changed a lot, social networking is leading now. Early people
will use internet to access email and for searching information. But now people like to be
social, they are interested in sharing their life with others. 25% of the population are doing
social networking in India followed by 23% in services. Services include emailing and instant
messaging.

Mobile Internet Users

Internet penetration in India is driven largely by mobile phones, with some of the cheapest
and most basic handsets today offering access to the internet. According to IMAI, India has
110 million mobile internet users of which 25 million are in rural India. The growth of
internet penetration in rural India is driven largely by the mobile phone; 70% of rural India's
active internet population access the web via mobile phones. This may have to do with the
difficulty in accessing PCs. Forty-two percent of rural India's internet users prefer using the
internet in local languages. The high prevalence of content in English is a hurdle for much of
rural India.
 Social Networking
Social Networks capture the largest percentage of consumers’ time in the region. comScore
data’s showing 86% of the Indian web user visit a social networking site. Facebook continues
to be the number one social network with a 28% increase in traffic and a reach of 86%.
Average time spend by a Indian user on Facebook is 217 minutes. LinkedIn emerges as
number two, while Pinterest and Tumblr are the fastest growing networks, but growth of
twitter is declined by 15% in 2013 while comparing with 2012.

Number of Indian users on Social Networking Platform

1. Facebook: Facebook had approximately 314.6 million users in India at the beginning
of 2023, making it one of the most widely used social media platforms in the country.

2. YouTube: YouTube, a video-sharing platform, boasted 467.0 million users in India in

early 2023, indicating its popularity among internet users.

3. Instagram: Instagram, a photo and video-sharing platform, had 229.6 million users in
India, reflecting its substantial user base in the country.

4. Facebook Messenger: Facebook Messenger reached 117.6 million users in India,

showcasing its widespread use for messaging and communication.
 5. LinkedIn: LinkedIn, a professional networking platform, reported 99.00 million
"members" in India in early 2023, although this figure represents registered members
rather than monthly active users.

6. Snapchat: Snapchat, a multimedia messaging app, had 172.5 million users in India,
indicating its popularity among a younger demographic.

7. Twitter: Twitter had 27.25 million users in India, reflecting its presence as a platform
for real-time updates and conversations.

Entertainment and Online Video

According to comScore data, the online video audience in India grew an astounding 27
percent in the past years; YouTube continues to be the top video property with more than 55%
share. International publishers including Facebook, Yahoo and Dailymotion get a majority of
the 54 million who watched videos. YouTube is the most popular with 32,519 visitors.
Social Video report saying 46% of internet users watch brand related video every week. 54%
watching videos that are informative or entertaining often leads to a number of other positive
activities such as visiting the brand website. Peoples are now likely to regularly watch videos
using their smart phones. Almost six in ten internet users have gone to purchase an item after
seeing it in an online video.
 Media Consumption of Indian’s
On average Indian consumers are spending 6.10 hours in media per day. In traditional media
Indian audience spend only 195 min or 3.15 hours. If we see the breakup, it will be 86min in
television, 37 min in newspaper and 30 min in radio. Remaining 4.55 hours or 214 min in
new media or digital media. Break up of new media will be like 102 min in mobile, 79min in
online and 33 min in tablets.

From a marketers view digital platform is very important because customers have more
presence in digital media. Customers are spending more time on digital, so it is easy to catch
customers in digital platform, more than that spending digital is much cost effective while
comparing with traditional.