A STUDY ON CURRENT TRENDS IN INTERNET MARKETING WITH SPECIAL REFERENCE TO BANGALORE CITY

INTRODUCTION
Internet marketing utilizes the power of electronic commerce to sell and market products. Electronic commerce refers to any market on the Internet. Electronic commerce supports selling, buying, trading of products or services over the Internet. Internet marketing forms a subset of electronic commerce. With the outburst of Internet growth, Internet marketing has started becoming very popular. It is said that Internet marketing first began in the beginning of 1990 with just text-based websites, which offered product information. With growth in Internet, it is not just selling products alone, but in addition to this, information about products, advertising space, software programs, auctions, stock trading and matchmaking. A few companies have revolutionized the way; Internet can be used for marketing, such as Google.com, Yahoo.com, Amazon.com, Alibaba.com and Youtube.com. Internet marketing has brought forth so many strategies such as affiliate marketing which consists of pay per click, pay per view, pay per call, pay per click advertising. Affiliate marketing also includes banner advertisements. In addition to this e-mail marketing, viral marketing, interactive advertising, blog or article-based marketing are also popular. There are newer marketing techniques being invented all the time. It is important to know how the trend would be. Companies are inventing new techniques to find better ways to make revenue and establish their brand on the Internet. Consumers are becoming more and smarter. They dont want to be a party to the Internet advertising campaigns made by companies unless they get some incentive in doing so. They would be quite keen in participating in campaigns provided they are compensated in someway by the companies. There are usually 2 or 3 parties involved in Internet marketing. It is companies and end users or companies, Internet marketing companies and end users. If it is a two party model then companies themselves directly gets revenue from the end users. If it is a three party model then Internet marketing service providers acts as intermediate revenue providers for companies. In order to attract end users they can share a part of their revenue, which they receive from the companies with them. Internet marketing serves three business models. They are the B2B model, B2C model and P2P model. The B2B model deals with complex business-to-business transactions and Internet advertising helps bring revenue to both. B2C model involves direct interaction between THE OXFORD COLLEGE OF BUSINESS MANAGEMENT

A STUDY ON CURRENT TRENDS IN INTERNET MARKETING WITH SPECIAL REFERENCE TO BANGALORE CITY

the business and customer. P2P model involves distributed computing which exploits individual exchange of goods and services. Marketing, in general, involves different ways to promote a product or a service. Each firm has its own way of endorsing its products in the market. The key aspiration for marketing a product is to achieve more customers. Marketing involves various methods, one of them being Internet Marketing. With current technical advancement, Internet has enabled to make a search easier in just a few clicks. Various ways of commuting and entrainment as well has been upgraded after Internet was invented. Internet has opened easier ways for social interaction through instant messaging, Internet forums, and social networking sites. Internet helps save a lot of time while endorsing a product. Styles of arranging this are expressed in the SEO Straight Talk. The Internet has opened up new ways of marketing products. Youll need a few things before you start to promote your products online. A website or blog is the first thing you will need to promote products online. Make sure that the site you create has information about your company and products that you offer. Make sure that the information that you put on your site is genuine and not copied from somewhere. Also, provide details of purchase like the shipping details, payment details etc.. So basically all you are doing is making you site useful for people so that they can buy a certain product from you. The most important thing once the site is ready is driving traffic towards the site. You should publicize the products and services on the website using Internet. This is to inform the Internet surfers regarding the products or services available offered by you or your company.

CURRENT INTERNET MARKETING TRENDS (2009-10)

RECESSION MARKETING - Expect a lot of marketing messaging related to the recession. Dont be surprised to see lots of offers that save you money throughout the
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year. INTERNET MARKETING-PALOOZA - Due to its cost-effectiveness and inherent measurability, expect many more small businesses to take Internet marketing seriously in 2009. This includes everything from email marketing, pay-per-click advertising and social networking, to increased investment in websites, micro sites and custom landing pages. THE CUSTOMER VOICE - Customers are demanding a voice in your business, or they will seek alternative solutions. Think forums, blogs, crowd sourcing, feedback forms, etc. Want proof? Whereas in Q2 of 2009, 25 percent of the online audience called themselves critics contributing to the social media discussion, a year later this number jumped to 37 percent (Source: Forrester). VIDEO MARKETING - Many studies show that adding videos to a website increases traffic and time-on-site. Look for a major increase in online videos in 2009. If your website does not yet have any videos, look to add them this year, but be sure that they are relevant and useful to your target audience. BLOGGING - Look for blogging to continue its growth in 2009. The barriers to entry in blogging are so low; expect many more small businesses to launch their own blogs in the coming year. SOCIAL MARKETING - Small businesses have been relatively slow overall to embrace social marketing. With greater verticalization of social media and social networking websites, expect more small businesses to get involved in targeted environments where ROI will be easier to achieve.

MOBILE MARKETING - It feels like everyone has an iPhone or other similar type of digital mobile device these days. According to Nielsen, nearly 40 million people in the US access email on a mobile device. Mobile marketing will finally realize its potential in 2009, especially for local businesses such as restaurants, movie theaters and just

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about anyone targeting Generation Y. INNOVATION - With the recession will come a greater intensity of competition for the fewer available purchasing dollars? With this will bring a surge of creativity and innovation in the online marketing world. Do not let your competition out-innovate you.. MIXING DISPLAY ADS & SEARCH MARKETING - Multiple studies have found that by adding an online display ad campaign to a pay-per-click advertising campaign on the search engines, website traffic can double and conversions can increase significantly. This type of ROI cannot be ignored. SPEED - With the growth in entrepreneurship and home-based businesses, we can expect the speed at which these businesses respond to prospective customer inquiries to be fast.

OVERVIEW OF THE INDUSTRY

As per companies Internet marketing potential was found to be between 20-40 billion dollars. As per consumers the industry marketing potential was found to be between 2040 billion dollars and above. Companies and consumers agreed that more number of Internet marketing players would enter to cater to the growth in the next 5 years. (Unfortunately, we could not find any recent work on the size of Internet marketing due to which we had to rely on market research analyst reports for comparison with our survey).

RESEARCH DESIGN
STATEMENT OF THE PROBLEM
The Internet is promised a brilliant future among the favorite tools of marketing 4

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researchers. Develops a typology of Internet marketing surveys showing the existence of eight different designs that can be used by marketers. However, researchers who plan to develop research using the Internet need to be aware of several problems related to this new tool. In particular we show that the nature of the Internet creates different sampling problems. To identify these problems, a seven-step procedure following the steps of the sampling process is proposed. Several practical problems are then discussed. According to our recent survey, the biggest problems of people trying to market their business online are: Converting leads to sales Managing an online marketing system Prioritizing time, energy and money for best results.

NEED OF THE STUDY

By studying Internet marketing, one can learn all of the tools available to successfully market any business through the Internet. Of course, this field is ever changing and new ideas and models are being introduced on a regular basis. Businesses of all types large and small need experts to help them navigate through the world of Internet marketing. Many business owners are not even yet aware of the power of this type of marketing. For anyone who plans to work in business whether their own or for someone else having at least a general understanding of Internet marketing is a must. It is an economical way to advertise and should be included in any good advertising plan. Studying Internet marketing will give you the edge on the competition. It is a skill that is becoming increasingly vital to businesses as the more traditional forms of advertising become more expensive and unattainable.

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REVIEW OF LITERATURE
Most of the literature, which we have come across in the area of trends in Internet marketing, focuses on company perspective and consumer perspective. Moreover, it has been noted that while the strategic potential of the Internet is routinely mentioned in nearly all studies of electronic retailing, there have been very few studies that have explicitly or empirically targeted its strategic management. Maria Bengtsson,Integrating the Internet and Marketing Operations, Journal: International Small Business Volume 25, Issue 1, Pages 27, Provider Proquest, Year 2007 provides valuable information in her publication regarding what are the factors that would drive companies to adopt to Internet marketing. Her study is based on a survey conducted in various Swedish companies of different sizes. They have categorized companies into different sizes depending upon the number of employees. Their study states that different factors drive companies of different sizes to pursue Internet marketing. The drivers are willingness to cannibalize, entrepreneurial drivers, management support, and market pressure. In addition to this their study exactly pointed out which of these factors drive what size of firms. Aldridge Alicia, Get linked or get lost: marketing strategy for the Internet, 1997 Journal: Internet Research, Volume 7, Issue 3, Pages 161-169, Provider Proquest In their paper discuss about what companies should consider when operating in Internet commerce space. From the authors point of view to be successful in internet marketing the companies should recognize that consumer market is different, market accessibility is going to be the key, net users want more control, authenticity is important as touch and feeling is missing and security to protect consumer privacy. George Joey F, Influenceer on the intent to make Internet purchases, Journal: Internet Research, Volume 12, Issue 2, Pages 165-180, Year 2002.In their publication identify some of the key factors which would prevent users from participating in the internet and ecommerce. The key identified factors are internet credit card stealing, fear of supplying personal information, pornography and violence, vast internet advertising, information reliability, lack of physical contact, not receiving internet products purchased, missing the human factor when internet purchases are made, internet usage addiction. 6

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OBJECTIVES OF THE STUDY

Basically, Internet marketing is employing Internet to do one or more of the following goals. 1. To know what are the successful schemes of Internet marketing used today. 2. To identify companies preference of Internet marketing over traditional marketing. 3. To forecasts the internet marketing trend heading towards the future and at what extent does Internet marketing bring revenue for the companies. 4. To perform a research- identifies the nature of the market such as the demographics, preferences and needs of the present and the future clients. 5. To know how big is the Internet marketing industry today and what is the growth potential.

SCOPE OF THE STUDY

The scope of the study is quiet vast as it covers many points of information. It is possible to find out more reliable information of the current trends in Internet marketing in Bangalore region. The scope covered reactions to the various trends in Internet marketing. It can cover the knowledge and opinion about the various products through Internet marketing.

RESEARCH METHODS
Research methods are used to provide a systematic approach to research and helps in ordering the data collected in order to be to analyze it and conclude whether it answered a particular question or not. There are basically two approaches. Quantitative approach and Qualitative approach. In many cases researches use one of these approaches or combine both. In our case we have used a mix both. We have used survey method as a means of collecting data and also performed an analysis of the data using logic and critical approach.
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DATA COLLECTION Methods for Data collection

3rd party survey agencies We decided to approach 3rd party market survey companies to help in this data collection. Offers made by 3rd party survey data collection companies: There are quite a lot of Internet market survey companies available. They provide software, which is needed to create surveys online. We have stated what the responses were from the survey companies and why we did not proceed with them. Companies We mailed a set of companies after getting the corporate email addresses from an Industrial product finder at Bangalore India. We contacted a marketing agent from a known company and requested him to help me with survey data collection. Consumers We contacted a set of known people from various parts of the Bangalore to get survey forms filled. Most of them were known friends, relatives and their friends. Some of them were we did not choose to use buy email addresses, as most of the people we would correspond with would treat my mail as spam.

SAMPLING UNIT
College students Companies Consumer

SAMPLE SIZE
The survey has been conducted on sample size of 100.

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OPERATIONAL DEFINITION OF CONCEPTS

Trend - A general tendency to change as of opinion, not openly liberal but that is the trend of the book a broad moment of the electorate to the right. Internet marketing - It is also referred as online or E _marketing of products or services or the Internet. Marketing Marketing is an ongoing process of planning and executing the marketing mix (product, price, place, promotion) For products, services or ideas to create exchange between individuals and organization. Marketing management - it is a business discipline focused on the practical application of marketing techniques and the management of a firms marketing resources and activity.

LIMITATIONS OF STUDY
Analysis was based on the assumption that all the

respondents information is true. Respondent provide data from their memory recall, there may only be rough estimates. Survey was restricted to hundred people because of the time constraint. The sample size is small hence arriving at an overall opinion about the competition in Internet marketing players is tough. The dissertation is restricted to Bangalore city because of time constraint.

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INDUSTRY PROFILE
HISTORY Origin The concept of revenue sharingpaying commission for referred businesspredates affiliate marketing and the Internet. The translation of the revenue share principles to mainstream ecommerce happened almost four years after the origination of the World Wide Web in November 1994.

During November 1994, CDNOW launched its Buy Web program. With this program CDNOW was the first non-adult website to introduce the concept of an affiliate or associate program with its idea of click-through purchasing. CDNOW had the idea that musicoriented websites could review or list albums on their pages that their visitors may be interested in purchasing.

Amazon.com (Amazon) launched its associate program in July 1996. Amazon associates could place banner or text links on their site for individual books, or link directly to the Amazon home page.

When visitors clicked from the associate's website through to Amazon and purchased a book, the associate received a commission. Amazon was not the first merchant to offer an affiliate program, but its program was the first to become widely known and serve as a model for subsequent programs.

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In February 2000, Amazon announced that it had been granted a patent[7] on all the essential components of an affiliate program. The patent application was submitted in June 1997, which predates most affiliate programs, but not PC Flowers & Gifts.com (October 1994), AutoWeb.com (October 1995), Kbkids.com/BrainPlay.com (January 1996), EPage (April 1996), and several others.

HISTORIC DEVELOPMENT
Affiliate marketing has grown quickly since its inception. The e-commerce website, viewed as a marketing toy in the early days of the Internet, became an integrated part of the overall business plan and in some cases grew to a bigger business than the existing offline business. According to one report, the total sales amount generated through affiliate networks in 2006 was 2.16 billion in the United Kingdom alone. The estimates were 1.35 billion in sales in 2005. Marketing Sherpas research team estimated that, in 2006, affiliates worldwide earned US$6.5 billion in bounty and commissions from a variety of sources in retail, personal finance, gaming and gambling, travel, telecom, education, publishing, and forms of lead generation other than contextual advertising programs. Currently the most active sectors for affiliate marketing are the adult, gambling, and retail industries. The three sectors expected to experience the greatest growth are the mobile phone, finance, and travel sectors. Soon after these sectors came the entertainment (particularly gaming) and Internet-related services (particularly broadband) sectors. Also several of the affiliate solution providers expect to see increased interest from business-to-business marketers and advertisers in using affiliate marketing as part of their mix. Web 2.0 Websites and services based on Web 2.0 conceptsblogging and interactive online communities, for examplehave impacted the affiliate marketing world as well. The new media allowed merchants to become closer to their affiliates and improved the communication between them.

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INDUSTRY TRENDS
Internet has consolidated itself as a very powerful platform that has changed the way we communicate, and the way we do business. Over the last decade the population of Internet users has increased rapidly.

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World Internet Population (in Millions)June 2008 J

(Source: Internet World Stats)

INDUSTRY EXPENDITURES Purchasing goods and services online during the past years have increased massively and therefore businesses tend to advertise aggressively over the Internet in order to capture the online consumers.

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Online advertising spending by industry in US$ millions (As at January 2008)

(Source: MarketingCharts.com / Nielsen Online)

THE FUTURE FOR INTERNET MARKETING

Bandwidth increases enabling more powerful applications and real time communications. More-integrated technologies (TV, PCs, mobile based technologies) making the Internet more interesting and more accessible.
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Infomediaries who will replace traditional intermediaries. Opportunities to attract transient trade.

NATURE OF BUSINESS
The interactive nature of Internet marketing in terms of providing instant response and eliciting responses is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to the Internet, e-mail, and wireless media, but it includes management of digital customer data and electronic customer relationship management (ECRM) systems. To be more specific some of the important natures of Internet marketing are as follows: PR - Reinforcing the company image and dissemination of information. Sales promotion - Offering competitions and freebies. Brochure ware. Direct selling. Customer relationship marketing. Market research. Managing supplier relationships.

COMPANY PROFILE
List Of some Top E-commerce Companies Of India. ASA Systel Communications It is a leading E-commerce company in India, which provides innovative and superb quality web services which encompasses the building of e-commerce related websites and portals. The company also uses the latest payment modes and security. The company has its offices in Chennai, Lucknow and will shortly set up offices in Delhi, Mumbai, Kathmandu, Bhopal.

Candid Info This Indian E-commerce company is based in New Delhi. It is a renowned Offshore Outsource Web designing development e-commerce company. It offers off shore web

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development ,designing, SEO solutions for large corporations and SME's. The company specializes in Web Hosting,E-commerce solutions,portfolio,SEO,Blog etc. Chenab Information Technologies Private Limited
This E-commerce company in India comprises of web enabled business and web bases services,airline and security systems by using the internet technologies and tools of the state of the art. The company has three Software Development centres in Mumbai and the overseas branch office in New York. It is the first software company across the globe to get the certification of ISO 9001:2000.

Eurolink Systems Limited

This leading E-commerce company provides consulting and e-business solutions,FlexTCA Systems,Trillium Protocol services to the global community. In order to be compliant with specific customer requirements, the company combines customized and COTS HW/SW. The company has its office in England, U.S, Switzerland, India with about 200 employee strength.

HashPro Technologies It offers e-business and traditional analysis, development, implementation, design and strategic planning. It is a leader in the provider of integrated talent management software organization in India. It is key technology consulting provider. It renders services like the E-commerce Hosting, Internet Marketing, Human Resources. The eWorkforce initiative of the company will enable the company to become a 100 percent e-Corporation. Sanver E-solutions This company is based in Mumbai. They believe that Information Technology is a way to the business objectives. It is a IT Consulting and Solutions Provider which offers personalized and personal business solutions using Information and Communication Technology. It renders other service like CRM . Planet Asia This E-commerce company in India uses track record and deep experience in externalized applications to produce high quality B2SPEC(Business to Partner,Supplier,

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Customer) solutions to global enterprises.

Candid Web Technology This fast growing E commerce company in India is a provider of Complete Web Solutions for the design and development of dynamic web sites .The clients of the ecommerce company spans from the small-scale companies to corporate organizations.

Products of Internet Industry

Information Products Step-by-Step Guide to Selling Online Insider Secrets to Selling on eBay E-Business Startup Handbook Startup Online Business Guide

Software Products
BeBiz 60-Second Salesletters Hover ad Creator EBook Pro Software Bundle

Training products
Internet Entrepreneur Club 5-Day e-Business Success Clinic Advanced Mentoring EBay Mentoring

Articles related products

Featured 17

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Affiliate Marketing Blogging Copywriting Email Marketing Internet Marketing Strategy Keyword Research Niche Marketing PPC Advertising Selling on eBay SEO Tips Social Network Marketing Website Development

SERVICES OF INTERNET MARKETING

Industry E-Marketing Review Website Directory/Buyers Guides Submission Industry Blogs/Forums Participation Corporate Blog Development Online Forum/Message Board Development Search Engine Marketing E-Mail Marketing Website Launch Promotions

Industry E-Marketing Review As industries evolve and more consumers utilize online communication tools to converse about companies, products and services, it will be vital for companies to know where and how their brand is being represented online. SCI's Industry eMarketing Review is designed to do the following: Research your current online presence/reputation.

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Identify your competitor's Internet marketing efforts. Identify influential industry websites, forums and blog.

Website Directory/Buyer's Guide Submission Getting listed in online industry directories and product/service buyer's guides is a proven way to enhance your Internet marketing efforts. It can be a great source for back links, which increases your site's overall page rank in many search engines. Something Creative, Inc. will identify and submit listings in all identified directories/buyer's guides. Industry Blogs/Forums Participation With more than 55% of corporations managing their own blogs and 40 million active message boards/forums, you are bound to find sites whose members are having conversations about your interests, your industry and maybe even your company, product or service. Bottom line, you should be participating. And you'll be surprised how your consistent, genuine participation will reap rewards. Now, there's a right way and a wrong way to participate. Let us train you to do it right or we can do it for you. Corporate Blog Development Program Web logs (blogs) started out as online diaries for web-savvy individuals who wanted to share their lives and thoughts with the rest of the world. Blogs are now used as powerful communication vehicles that provide an arena for customer dialog, personal access to high-level executive and discussion about industry. Internet Forum/Message Board Program Companies are utilizing branded forums/message boards as an extension of their corporate websites to provide a secure, moderated way for their sales reps, distributors, dealers and end users to communicate with one another. From a customer service stand point, forums provide first-hand accounts of customer situations and technical issues that serve as troubleshooting guides for many products. 19

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Search Engine Marketing To overcome poor organic search rankings, many search engines offer advertising programs that utilize the "Pay-Per-Click" method. This is one of the most cost-effective advertising mediums available to marketers today because you only pay when someone clicks on your ad. When combined with Search Engine Optimization (SEO) services from Something Creative, Inc, you will see an immediate and sustainable increase in your website traffic. E-Mail Marketing E-Newsletters and e-blasts (electronic direct mail) are very effective and widely accepted communication methods in today's business environment. Serving both internal and external communication functions, e-newsletters and e-blasts can be executed quicker, are more cost effective and often have a much higher open rate than traditional, printed newsletters or direct mail. They can also be valuable tools for increasing website traffic and interaction with employees, customers and qualified prospects. New Website Launch Promotion Plans After hundreds of hours and thousands of dollars, you've finally completed your new website. You're very proud of the end product and everything that it can do for your new and existing customers. The site is ready to launch and you'd like to make a big splash to drive traffic to the site.

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DATA ANALYSIS AND INTERPRETATION

Response from various entities We got responses from Companies and Consumers but none from 3rd party marketing agencies. Results are presented in the table shown below. It was surprising to see that inspite of contacting only known people; consumer response to survey forms was quite poor.

Category

Approach used to contact them Marketing agent

Successful in getting responses (Yes/No)

Companies

physical presence with company/ Email contact

Yes

Consumers

Contacted only a set of known people

Yes

3rd Party agencies

Email

No

Other personal contacts

Phone call

Yes

Table 4.1: Methods adapted to contact respondents and their response

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TABLE 4.1

Successful techniques used in Internet marketing

TECHNIQUES SEO VIDEO EMAIL BLOG VIRAL AFFLIATE TOTAL NO. OF RESPONDENTS 30 25 21 14 6 4 100 PERCENTAGE 30 25 21 14 6 4 100

ANALYSIS
The table shows that Preference is given to SEO, VIDEO, EMAIL, BLOG, VIRAL, and AFFLIATE Internet Marketing Techniques. The analysis has been done on the basis of successful Techniques used in Internet Marketing.

INFERENCE
Out of 100 respondents 30% prefer SEO Techniques followed by VIDEO Marketing Techniques 25% and Email Marketing 21%.

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Graph 4.1

Successful techniques used in Internet marketing

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TABLE 4.2

Internet marketing industry in terms of turnover

TURNOVER

NO.OF RESPONDENTS

PERCENTAGE

5-10 BILLION 11-20 BILLION 21-40 BILLION 41 AND ABOVE TOTAL

35 25 23 17 100

35 25 23 17 100

ANALYSIS
This table shows that customer Forecasts Internet marketing Industry turnover across the country in terms of 5-10, 11-20, 21-40, and above 41 Billion.

INFERENCE
Out of 100 respondents 35% chose 5-10 billion turnover of Internet Marketing Industry followed by 25% to 11-20 billion turnovers.

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Graph 4.2

Internet marketing industry in terms of turnover

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TABLE 4.3

More number of Internet marketing players would enter to cater to The growth in the Next 5 years.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 32 18 20 12 8 10 0 100

PERCENTAGE 32 18 20 12 8 10 0 100

ANALYSIS
This Table shows the response of the customer whether more no of Internet Marketing player would come in the Next five year. The response has been given in terms of strongly agree, agree, agree somewhat, undecided, disagree somewhat, disagree and strongly disagree.

INFERENCE
Out of 100 respondents 32% strongly agree that More no. of Internet Marketing Player
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would enter to cater to the Growth in the next five year followed by 20% who agrees somewhat.

Graph 4.3

More number of Internet marketing players would enter to cater to The growth in the Next 5 years.

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TABLE 4.4

Companies have to necessarily focus their Internet marketing based On the gender difference so as to make more money.
OPTIONS SA A AS UN DS D SD TOTAL NO. OF RESPONDENTS 22 10 20 12 8 20 8 100 PERCENTAGE 22 10 20 12 8 20 8 100

ANALYSIS
This table shows No. Of respondents to the above condition in terms of different options i.e. strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 22% respondents agree that Companies have to necessarily focus their Internet marketing based on the gender difference so as to make more money followed by 20% agree somewhat and 20% disagree.

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Graph 4.4

More number of Internet marketing players would enter to cater to The growth in the Next 5 years.

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TABLE 4.5 3rd party Internet marketing service is more suitable than company Running Internet marketing campaign on its own.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 5 30 7 15 12 25 6 100

PERCENTAGE 5 30 7 15 12 25 6 100

ANALYSIS
This table shows No. Of respondents to the above condition in terms of different options i.e. strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 30% respondents agree that 3rd party Internet marketing service is more suitable than company Running Internet marketing campaign on its own followed by 25% agree somewhat and 15% disagree.

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GRAPH 4.5 3rd party Internet marketing service is more suitable than company Running Internet marketing campaign on its own.

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TABLE 4.6

Online support is an important factor to make Internet marketing A success.

CONDITIONS SA A AS UN DS D SD TOTAL NO. OF RESPONDENTS 32 25 10 8 10 18 5 100 PERCENTAGE 32 25 10 8 10 18 5 100

ANALYSIS
This table shows No. Of respondents who believe that online support is an important factor to make Internet Marketing a success. Their response are in a different form given in the table i.e. strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 32% respondents strongly agree that Online support is an important factor to make Internet marketing a success followed by 25% respondents agree and 18% disagree.

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Graph 4.6

Online support is an important factor to make Internet Marketing a success.

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TABLE 4.7

Traditional marketing is more reliable than Internet marketing.

CONDITIONS NO. OF RESPONDENTS PERCENTAGE 32 25 10 10 12 8 3 100

SA 32 A 25 AS 10 UN 10 DS 12 D 8 SD 3 THE OXFORD COLLEGE OF BUSINESS MANAGEMENT TOTAL 100

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ANALYSIS
This table shows that No. of respondents and there opinion are in the form of . strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 32% respondents strongly agree that Traditional marketing is more reliable than Internet marketing followed by 25% respondents agree and 12% disagree some what.

Graph 4.7

Traditional marketing is more reliable than Internet marketing

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TABLE 4.8

Preference of Making purchases from Internet retailers more than Using local offices, malls or stores.

CONDITIONS

NO. OF RESPONDENTS

PERCENTAGE

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SA A AS UN DS D SD TOTAL

5 6 5 8 15 45 16 100

5 6 5 8 15 45 16 100

ANALYSIS
This table shows that No. of respondents who prefer purchasing from internet more than using local offices, malls or stores. and there opinion must be in the given forms strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 45% respondents strongly disagree that they prefer making purchase from internet retailers more than using local offices, malls or stores..

Graph 4.8

Preference of Making purchases from Internet retailers more than Using local offices, malls or stores.
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TABLE 4.9

Awareness of Internet marketing trends is mandatory for Internet Marketing growth.

CONDITIONS SA A

NO. OF RESPONDENTS 5 45

PERCENTAGE 5 45 38

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AS UN DS D SD TOTAL

10 8 15 12 5 100

10 8 15 12 5 100

ANALYSIS
This table shows that No. of respondents and there opinion are in the form of . Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 45% respondents agree Awareness of Internet marketing trends is mandatory for Internet Marketing growth followed by 15% respondents disagree some what.

Graph 4.9

Awareness of Internet marketing trends is mandatory for Internet Marketing growth.

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TABLE 4.10

Irrespective of product/service Internet marketing is useful

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CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 30 35 5 5 8 11 6 100

PERCENTAGE 30 35 5 5 8 11 6 100

ANALYSIS
This table shows that No. of respondents and there opinion which is in the form of . Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 35% respondents strongly agree that Irrespective of product/service Internet marketing is useful followed by 35% respondents agree.

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Graph 4.10

Irrespective of product/service Internet marketing is useful

TABLE 4.11

Companies use Internet marketing for one or more of the following

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Reasons mentioned below

REASONS Wider reach Additional revenue To counter Market pressure Management policy TOTAL NO. OF RESPONDENTS 65 20 12 3 100 PERCENTAGE 65 20 12 3 100

ANALYSIS
This table shows that No. of respondents and the reasons why companies use Internet Marketing. The reasons are wider reach, additional revenue, to counter market pressure, management policy.

INFERENCE
Out of 100 respondents 65% respondents strongly agree that Companies use Internet marketing only because of wider reach.

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Graph 4.11

Companies use Internet marketing for one or more of the following Reasons mentioned below

TABLE 4.12

Companies have to use the following Internet marketing schemes

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To be successful today
CONDITIONS SEM VM BM VM EM AM TOTAL NO. OF RESPONDENTS 30 8 20 5 25 12 6 PERCENTAGE 30 8 20 5 25 12 6

ANALYSIS
This table shows that No. Of respondents and the Marketing schemes that companies are following to be successful today.

INFERENCE
Out of 100 respondents 35% respondents strongly agree that Companies has to use search engine Marketing techniques to be successful whereas 25% respondents favor Email marketing techniques.

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Graph 4.12

Companies have to use the following Internet marketing schemes To be successful today

TABLE 4.13

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Internet marketing will grow due to one or more of The following reasons
CONDITIONS Users are growing Internet based TV Cost are growing Personalized mkg way Ease to track success Accessibility of products TOTAL NO. OF RESPONDENTS 19 2 10 27 7 35 100 PERCENTAGE 19 2 10 27 7 35 100

ANALYSIS
This table shows that No. Of respondents and the reasons why Internet Marketing will grow .some of the conditions given in the table Internet and mobile users are growing, Television will also be internet based, Everything going the personalized marketing way, Traditional marketing costs are growing, Ease of tracking success of failure, Easy accessibility to products from any part of the world.

INFERENCE
Out of 100 respondents 35% respondents agree that Internet marketing will grow due to easy accessibility to products from any part of the world.

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Graph 4.13

Internet marketing will grow due to one or more of The following reasons

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TABLE 4.14

Only for selected products and services Internet marketing will be Successful.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 12 13 5 35 21 9 5 100

PERCENTAGE 12 13 5 35 21 9 5 100

ANALYSIS
This table shows that No. of respondents and there opinion which is in the form of . Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 35% respondents are undecided about the statement mentioned above followed by 21% disagree somewhat. Only13% agrees that only for selected products and services IM will be successful.

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Graph 4.14

Only for selected products and services Internet marketing will be Successful.

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TABLE 4.15

Virtual world Internet advertising campaigns such as Second Life Are the future trend setters for Internet marketing.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 5 7 28 45 15 0 0 100

PERCENTAGE 5 7 28 45 15 0 0 100

ANALYSIS
This table shows that No. of respondents and there opinion which is in the form of Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 45% respondents are undecided about the statement mentioned above followed by 28% agree somewhat. Only 12% agrees that Virtual world Internet advertising campaigns such as Second Life are the future trend setters for Internet marketing..

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Graph 4.15 Virtual world Internet advertising campaigns such as Second Life Are the future trendsetters for Internet marketing

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TABLE 4.16

Internet marketing improves the brand image of the company or Products or both.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 5 11 24 15 5 37 3 100

PERCENTAGE 5 11 24 15 5 37 3 100

ANALYSIS
This table shows that No. of respondents and there opinion which is in the form of . Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD).

INFERENCE
Out of 100 respondents 37% respondents disagrees that Internet marketing improves the brand image of the company or Products or both. Other 24% agrees somewhat.

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Graph 4.16

Internet marketing improves the brand image of the company or Products or both.

TABLE 4.17

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Internet marketing is not a revenue earner

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 5 11 14 25 0 35 10 100

PERCENTAGE 5 11 14 25 0 35 10 100

ANALYSIS
This table shows that No. of respondents and there opinion which is in the form of Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD) about the statement mentioned above.

INFERENCE
Out of 100 respondents 45% respondents disagrees that Internet marketing is not a revenue earner. Only 30% agrees followed by 25% undecided.

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Graph 4.17

Internet marketing is not a revenue earner

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TABLE 4.18

Payment frauds are unavoidable in Internet marketing in spite of this Internet marketing will grow
CONDITIONS NO. OF RESPONDENTS PERCENTAGE

SA A AS UN DS D SD TOTAL

25 27 18 19 0 5 6 100

25 27 18 19 0 5 6 100

ANALYSIS
This table shows that No. Of respondents and there opinion which is in the form of Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD) about the statement mentioned above.

INFERENCE
Out of 100 respondents 70% respondents agrees that Payment frauds are unavoidable in Internet marketing in spite of this Internet marketing will grow. 19% respondents are undecided whereas other 11% disagrees.

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Graph 4.18

Payment frauds are unavoidable in Internet marketing; in spite of This Internet marketing will grow

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TABLE 4.19

Internet market has less channel focus and hence does not have Long-term growth
CONDITIONS SA A AS UN DS D SD TOTAL NO. OF RESPONDENTS 5 11 14 30 3 31 6 100 PERCENTAGE 5 11 14 30 3 31 6 100

ANALYSIS
This table shows that No. Of respondents and their opinion, which is in the form of Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD) about the statement mentioned above.

INFERENCE
Out of 100 respondents 30% respondents agrees that Internet market has less channel focus and hence does not have Long-term growth. 30% are undecided whereas 40% strongly disagrees.

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Graph 4.19 Internet market has less channel focus and hence does not have Long-term growth

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TABLE 4.20

3rd party Internet marketing agencies are more suitable than direct Marketing done by the company itself.

CONDITIONS SA A AS UN DS D SD TOTAL

NO. OF RESPONDENTS 13 17 3 15 5 32 15 100

PERCENTAGE 13 17 3 15 5 32 15 100

ANALYSIS
This table shows that No. Of respondents and their opinion, which is in the form of Strongly agree (SA), agree (A), agree somewhat (AS), undecided (UN), disagree somewhat (DS), disagree (D) and strongly disagree (SD) about the statement mentioned above.

INFERENCE
Out of 100 respondents 33% respondents agrees that 3rd party Internet marketing agencies are more suitable than direct Marketing done by the company itself. 52% are disagrees whereas 15% are undecided.

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Graph 20

3rd party Internet marketing agencies are more suitable than direct Marketing done by the company itself.

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FINDINGS
There are several reasons customers respond positively to Internet market research survey Most successful marketing technique from all perspective is search engine marketing. Video and Email Marketing techniques are the next. I got responses from Companies and Consumers but none from 3rd party marketing agencies. It was surprising to see that in spite of contacting only known people; customer response to survey forms was quite poor. Both consumers and companies agree that Internet marketing improves the brand image of the company or products or both and Internet marketing is a revenue earner. Since companies are sure they dont have depended on 3rd party agencies, they could directly interact with customers through their websites and provide marketing campaigns to change the mindsets of the consumers. Companies and consumers agree that more number of Internet marketing players would enter to cater to the growth in the next 5 years. Internet marketing potential is in between 5-20 billion dollars. 3rd party Internet marketing service is not more suitable than company running Internet marketing campaign on its own. Companies believe that Internet marketing has channel focus. Companies and consumers agree that many of the 3rd party Internet marketing provide only junk traffic, which has a

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negative impact on the growth of Internet marketing. Many of customers are also undecided. Companies and consumers disagreed that Internet marketing will fully takeover traditional marketing in their company. Companies dont believe easy accessibility to products from any part of the world, traditional marketing costs are growing which could drive Internet marketing growth. Companies and consumers agree that wider reach; additional revenue and countering marketing pressure will be drivers for Internet marketing companies to pursue Internet marketing in the future.

RECOMONDATIONS
Consumers are sure that gender difference is a key feature that would affect Internet marketing campaigns. Companies could initiate gender based campaigns see how consumers react to it and how their mindsets could be changed. This would give companies a clear idea whether such campaigns are really revenue winners or not. Companies agree that it is immaterial whether it is industrial products/consumer products, Internet marketing can be used successfully. They would have to work towards convincing consumers on this. Companies are undecided Internet market campaigns based on geographical regions only can generate revenue. They could launch test-marketing campaigns to see whether this can change their mindset. Only then will they companies be able to change the consumer mindset because consumers themselves are undecided. Companies believe that Internet marketing has channel focus. Consumers are undecided about it. Companies could help bring the benefits of internet channels over traditional channels to

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convince them of the channel focus Companies should take steps to make Internet marketing more reliable. Unless companies themselves are convinced of this fact, they cannot make consumers agree to this view.

Companies should realize that the growing Internet marketing and give more focus to establishing long-term Internet marketing relations. Only then consumers can be convinced by this view.

Companies should explore different Internet marketing techniques to convince them and can then convince consumers that irrespective of product/service Internet marketing is useful.

CONCLUSION
Most successful marketing technique from both company and consumer perspective is Search engine marketing. Both consumers and companies agreed that Internet marketing improves the brand image of the company or products or both, Internet marketing is a revenue earner. They disagreed that 3rd party agency will only generate better revenue than the direct Internet marketing by company. Companies and consumer are undecided that Internet marketing focused on geographical regions only can generate revenue. Companies and consumers agreed that more number of Internet marketing players would enter to cater to the growth in the next 5 years. As per both Internet marketing potential was found to be between 5-20 billion dollars. Both disagreed that 3rd party Internet marketing service is more suitable than company running internet marketing campaign on its own. Both disagreed that Internet market has less channel focus and hence does not have long-term growth. Companies and consumers disagreed that Internet marketing would fully takeover traditional marketing in their company. Both agreed that traditional marketing relationships were long term compared to Internet marketing.

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