A

Project Report

On

Measuring the Effectiveness of Display Marketing within the Digital Marketing

framework.

In partial fulfillment of the requirements of

Master of Management Studies

conducted by

University of Mumbai

through

Rizvi Institute of Management Studies & Research

under the guidance of

Dr. Kalim Khan

Submitted by

Abdul Basit Nalkhande

MMS

Batch: 2015 2017

 Certificate of Completion

This is to certify that Mr. Abdul Basit Nalkhande, a student of Rizvi Institute of
Management Studies and Research, of MMS IV bearing Roll No. 003 and specializing in
Marketing has successfully completed the project titled

Measuring the Effectiveness of Display Marketing within the Digital Marketing

framework

under the guidance of Dr. Kalim Khan in partial fulfillment of the requirement of Masters of
Management Studies by University of Mumbai for the academic year 2015 2017.

Dr. Kalim Khan Prof. Umar Farooq Dr. Kalim Khan

Project Guide Academic coordinator Director
Date: Date: Date:
 Table of Content

1. Digital Marketing

1.1 Concept of Digital Marketing

1.2 The Digital Ecosystem

1.3 Reaching and Engaging Customers

2. Digital Display Marketing

2.1 Concept of Digital Display Marketing

2.2 Components of Digital Display Marketing

2.3 Types of Digital Display Marketing

2.4 Digital Display Buying

2.4.1 Inventory Buying

2.4.2 Audience Buying

3. Literature Review

4. Research Plan

5. Data Analysis & Findings

6. Recommendations & Conclusions

Annexures
Need and Significance
Considering the current consumption of internet marketing, it is not really easy to
believe how young the internet marketplace is. While the timeline of internet marketing
is short, the cumulative events leading up to where the internet is now has impacted the
entire globe faster than any marketing revolution in history. When the internet was
newly introduced in the early 90s, nobody considered it to be a medium of advertising.
It was initially used as a tool for exchanging of information and communication.

But as years have passed by and with the help of advanced technology, marketers found
out ways of reaching to the customer through the internet and engaging with them. This
reaching and engaging with the customer on internet is commonly known as Digital
marketing. Digital marketers monitor things like what is being viewed, how often and
for how long, sales conversions, what content works and doesnt work, etc. While the
Internet is, perhaps, the channel most closely associated with digital marketing, others
include wireless text messaging, mobile instant messaging, mobile apps, podcasts,
electronic billboards, digital television and radio channels, etc.

When it comes to digital in India, we are at an interesting point in time. Apparel and
books are bought via E-commerce. Cabs are hailed through ride-hailing apps. Video
and music is streamed and games are played online. Digital has fast permeated users in
a way that for a big chunk of Indias populace when it comes to their daily lives, digital
is the way to go. In fact, there could not have been a better time to go digital in India.
An article in the International Business Times has highlighted some infographics that
show what a user does with his/ her laptop or desktop or mobile computing device. To
start with Facebook - Every 60 seconds, over 695,000 new status gets updated on the
world's no.1 social networking site and 79,364 wall posts and 510,040 comments are
getting posted. Coming to Twitter - the micro-blogging site, 98,000 tweets are being
sent every 60 seconds and over 320 new Twitter accounts are being created. Every 60
seconds, over 100 new accounts are being opened in LinkedIn and over 6,600 new
pictures are being uploaded on Flickr.

YouTube users are keeping themselves busy too - every 60 seconds, over 600 new
videos are being uploaded on YouTube. No wonder, SNS (Social Media Service) has
grown to become a part of our daily life. Talking about E-mailing and blogging - Every
minute, 168 million emails are being sent out, 1,500 blogs are being posted and over
60 new blog accounts are being created. Especially the volume of Emailing (by now, a
kind of antique tool of online communication), has not reduced at all, despite of craze
of SNS. Probably the reason is because what a marketer sends in an email might be
slightly different from what the marketer would post up in SNS.

According to the 'Digital Advertising in India' report, jointly published by the Internet
and Mobile Association of India (IAMAI) and IMRB International, the digital
advertising market in India that was pegged at INR 5,200 crore at the end of December
2015, is projected to reach INR 7,044 crore by the end of this year at a CAGR of 35 per
cent. The study shows that the digital advertising spends were about 12 per cent of the
total advertisement spends in the country. In terms of volume, e-commerce leads digital
ad spends with INR 1,040 crore, followed by telecom and BFSI. However, a
comparison of these verticals in terms of share of spends on traditional v/s digital shows
that BFSI organizations incurred the highest share on digital advertisement spends. 40%
of their overall spends were on digital, followed by e-commerce, telecom, and travel.

Apart from this, companies spent, on average, 35% of total marketing budgets on digital
in 2015. But that figure is projected to jump to 75% within the next five years. And
while less than a third of customer service interactions took place online last year, the
volume is expected to grow 53% in the coming year.

80% of consumers do a lot of online research for major purchase decisions and
Digital marketers spend more than half of their online advertising money on direct
response goals, yet consistently generating leads or revenue remains one of their top
two challenges. A major proportion of the advertisers money goes to Display Marketing
as it helps to increase brand awareness by getting images out to viewers when they are
surfing the web. Recent trends in marketing have found that for every 100,000 viewers
of an ad, the advertiser is likely to get 160 conversions to the brand. Given the high
traffic of most popular sites today, this can lead to numerous of conversions making
display ads a great investment.

Hence, where brands are spending good portion of their digital advertising spends on
Display Marketing it is important to understand the effectiveness of Digital Display
Marketing.
Project Objectives

To study the importance of Display Marketing within the Digital Marketing

framework.
To understand the benefits of Display Marketing to the various stakeholders and
users of Digital Marketing.
To understand the problems & challenges in and with Digital Display
Marketing.
To understand the road ahead for Digital Display Marketing.
To undertake research to evaluate the Impact and Effectiveness of Digital
Display Marketing.

Research Objectives (For users of Display Marketing)

To determine the awareness Digital Display Marketing creates for the brand in
the minds of the consumer.
To understand the impact of Digital Display Marketing vs other Digital
AdChannels.
To understand campaign optimization on Inventory Buying vs Audience
Buying.
To understand and also to determine the need of brand recall through a high
impact property/ innovation which gives the brand maximum eyeballs.

Research Objectives (For viewers of Display Marketing)

To understand how effective Digital Display Advertising is in terms of

Branding as compared to the traditional/ offline modes of advertising.
To understand the reliability of Digital Display Marketing through Brand recall.
To comprehend the effects of Digital Display Advertising on buyer intent and
favorability towards a brand.
Sampling Framework

~ Sample Design

Convenience sampling technique is used with the help of a questionnaire.

~Sample Type and Size (For users of Display Marketing)

20 Respondents (Working Executives from an AdNetwork)

20 Respondents (Working Executives from an Agency)
20 Respondents (Working Executives from the Brand/ Client)
Location Mumbai

~Sample Type and Size (For viewers of Display Marketing)

100 Respondents
Location Mumbai
Age Group 22+
Internet users who are active on Desktop/ Mobile/ or both and aware of Digital
Marketing.

Hypothesis

Methodology for Data Collection

~ Primary: Data is collected with the help of a structured questionnaire using google
form.

~ Secondary: Data is collected from research papers previous related study, internet,
journals, newspapers and books.
Data Analysis
For the primary research SPSS and Microsoft Excel has been used.

Limitations

Sampling is restricted to Mumbai region.

Sample size is limited.
The study is restricted to respondents who are aware of Digital Marketing.