1 - INTRODUCTION
1.1 - Digital Marketing
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional marketing
through print media, live promotions, and TV and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in generating
revenue and awareness. Compared to traditional methods of advertising, Digital Marketing
offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.
Advertising in business is a form of marketing communication used to encourage, persuade, or
manipulate an audience to take or continue to take some action. Most commonly, the desired
result is to drive consumer behavior with respect to a commercial offering. Advertising is
defined by Richard F. Taflinger as “Advertising is the non-personal communication of
information usually paid for and usually persuasive in nature about products, services or ideas
by identified sponsors through the various media."
Advertising is normally done by a third party known as advertising agency. An advertising
agency is a service based business dedicated to creating, planning, and handling advertising for
its clients. An ad agency is independent from the client and provides an outside point of view
to the effort of selling the client's products or services. An agency can also handle overall
marketing and branding strategies and sales promotions for its clients. Types of ad agencies
are
Full service agencies
Creative agencies
Specialized agencies
In-house agencies
Digital agencies or new media agencies
This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was
Traditional methods are expensive. Compared to digital marketing channels, you could
end up spending thousands of dollars more.
Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).
Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often, how
long, as well as other statistics such as sales conversions.
Digital marketing was defined in Wikipedia as “marketing that makes use of electronic
devices (computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. Digital marketing applies technologies or platforms such
as websites, e-mail, apps (classic and mobile) and social networks”.
Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but it’s
wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display
advertising, and E-Mail marketing.
Digital marketing startup companies follow a standard process of approaching clients. There
are certain steps which cannot be altered or skipped. These are followed in sequences and
executed after evaluating the process again and again. In digital marketing your team should
be strong enough to deliver what your client expecting, as under digital marketing everyone
work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web
advertising. A review of Research papers, articles is undertaken to take note of and
acknowledge work that has been done in the field of web advertising as such. The Researcher
has collected secondary data from reputed Journals and Magazines, Newspapers, articles,
Internet websites and Archives. The Researcher has visited Libraries in Pune and out of Pune,
to collect literature. The researcher has identified seven research papers along with thirteen
articles published in renowned journals on various topics such as Web ad, Web based ad
market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and
sales/marketing strategy. It was an amazing experience working virtually and on field. I came
to many new terminologies of digital marketing, corporate world etc. The project contain the
task which has been done by me during my project as well as what I have learnt from it.
