Digital marketing is the marketing of products or services using digital technologies, mainly

“A STUDY ON AWARENESS OF on the Internet, but also including mobile phones, display advertising, and any other digital
medium. Digital marketing’s development since the 1990s and 2000s has changed the way
brands and business use technology for marketing. As digital platforms are increasingly
DIGITAL MARKETING AND incorporated into marketing plans and everyday life, and as people use digital devices instead
of visiting physical shops, digital marketing campaigns are becoming more prevalent and
efficient.

SOCIAL NETWORKING SITES Digital marketing methods such as search engine optimization (SEO) ,search engine
marketing (SEM),content marketing, influencer marketing, content automation ,campaign
marketing, data driven marketing , e-commerce marketing, social media marketing social
media optimization ,e-mail direct marketing ,display advertising, e-books, and optical disks
AMONG CUSTOMERS AND and games are becoming more common in our advancing technology.

For its users the Internet and digital technologies have not only provided the means to find
,buy and sell products but they have also created an environment for building communities,
IT’S IMPLICATIONS” where like –minded people can network, socialized and be entertainment. The emergence of
social networking sites such as Facebook, LinkedIn, Google+ and micro blogging sites like
BY twitter have had a significant impact on global society.

RAJANI ATHANIMATH Internet marketing is another term originally used to refer to the achievement of corporate
goals through meeting and exceeding customer through the utilization of Internet
ABSTRACT
technologies. E-marketing is a term which refers to the use of technology
The rapid development of technology, and the reach of such technologies at affordable costs, has (telecommunications and Internet based) to achieve marketing objectives and bring customer
revolutionized the ways in which businesses operate today. The Internet is being used by millions of and supplies closer together. For instance, a company might use email to manage customer
people at this very moment; therefore these technologies have led to a paradigm shift in the way that enquiries and also integrate Web-based technologies with email and other information
communication happens. Business reputation and presence in a market is more driven by ‘social media’.
The swift evolution of digital media has brought innovation changes and opportunities for marketing.
systems, such as customer databases, in order to facilitate management of customer and
Fuelled via an increase in devices to read digital media, it has resulted in the simultaneous growth of supplier relationships. From a marketing perspective e- marketing can help identify and
digital marketing. anticipate customer needs, and also provide a means to satisfy customers by prompt and
informed responses quickly.
If done right, in the long run, social media marketing can prove to be really cost effective.
Because as of today, even the paid social media campaigns, such as Facebook Ads, are cheaper than
other advertising options such as search engine ads. This means there’s a higher return on investment.
Digital marketing

1. INTRODUCTION The marketing of products or services using digital channels to reach consumers is called
digital marketing. The key objective is to promote brands through various forms of digital
media. Digital marketing extends beyond internet marketing to include channels that do not
require the use of the internet.

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 Social media

Social media are computer –mediated technologies that facilitate the creation and sharing of
information, ideas, career interests and other forms of expression via virtual communities and
networks. The variety of stand-alone and built-in social media services currently available Technology
introduces challenges of definition; however, there are some common features.
“Application of knowledge to the practical aims of human environment. Technology includes
Social media are interactive Web 2.0 Internet –based applications. the use of materials, tools, techniques, and sources of power to make life easier or more
pleasant and work more productive. Whereas life or to changing and manipulating the human
User-generated content, such as text posts or comments, digital photos or videos, and data
science is concerned with how and why things happen, technology focuses on making things
generated through all online interactions, is the lifeblood of social media.
happen.”
Users created service-specific profiles for the websites or app that are designed and
maintained by the social media organization. Marketing

Marketing as a discipline involves all the actions a company undertakes to draw in customers
and maintain relationships with them. Networking with potential or past clients is part of the
Key Dimension of the Digital communication Environment
work too, including writing thank you emails, playing golf with a prospective client,
Since 1982 digitization has taken place and there has been a steady increase returning calls and emails quickly, and meeting with clients for coffee or a meal.
in the use of digital technologies. Products such as television, telephones, watches, cameras
and music have changed to digital formats. As digitization spreads, the level of connectivity Audience
across devices, people and locations increases. For example, photographs can be shown on
computer screens, shared on social networks and stored remotely in the computing cloud. The definition of audience targeting is exactly what you'd expect: It's the practice of using
The interest connects billons of people and organisations around the world, allowing fast data to segment consumers by demographics or interests in order to find the Holy Grail that is
transfer of information. Intranets connect people within a company, facilitating the right person on the right device at the right moment.
communications. In this chapter we are concerned with four dimensions of the digital age
that have implication for marketing:
Digital Promotion and Social Media Planning
1. Technology
2. Applications
3. Marketing The formulation of digital marketing plan is likely to be informed by four significant and
4. Audiences interdependent elements.

Strategic alignment of digital promotional activities with corporate, marketing and marketing
communication strategies is important as is should ensure development of a

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Potentially successful digital marketing plan. This process should also help define the Organizational changed is likely if the digital marketing plan is to be delivered successfully.
purpose of the digital marketing activates. A good example to consider is how retailers like Tesco and Sainsbury’s have developed
unique logistical solution to support online ordering.
100 The
90 value of
80
70 2. Research Methodology
60
50 Primary data has been collected through a structured questionnaire. Secondary data are
40 available from Research papers, reports of various Institutes has been used to interpret the
30 data.
20
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? ? n? s? ? l? s? 3. Objectives
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l ne l ne ng l ne e tin c om l ne
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4. Data analysis

yes No
The survey was conducted to know the preference and choice of a group for the use of
Digital marketing and Social media and response where recorded as shown in the above
proposition should emphasize the unique advantages created by the use of digital
technologies for example, choice ([Link] offers the world’s widest and deepest range figure.
of books at very low price), convenience ([Link] offer round-the –clock shopping),
community (Facebook bring people together around the world). The value proposition
created through the relative advantage afforded by digital technology should reinforce core
brand value and be clearly articulated to target audience. It will also determine the extent to
QUESTIONNAIRE FOR DIGITAL MARKETING AND SOCIAL MEDIA
which organizational changes is required.

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Conclusion

The conclusion of digital marketing has now become a hot topic for discussion. Modern
[Link] QUESTIONS YES NO technology has changed a lot. Besides the growth of modern technology, the technique of
businesses has also changed. In this regard, digital marketing comes to take the leading
position. Modern generation does not want to go to any shop or shopping mall to buy
anything. They want to buy everything online. So, the various companies always try to
stay connected with their consumers or customers via the internet. To get the best of it,
1 Do you use social networking sites?
consumers and marketers must know the advantage and disadvantage of digital
marketing. If you do not know the benefits and harmful sides, then you won’t get the full
2 Do you spend more than 6 hours day on a social networking sites? advantage of digital marketing.
The best way to evaluate the importance of applying social media in marketing is to realize
the importance of social media in everyday life of people who are likely to become your
3 Do you think digital marketing and social networking is safe concern? customers. Social media marketing has become a necessity, one that is imposed to the
business by the overall presence and impact social networks have on the users.

4 Do you think privacy policies are effective in social networking sites?

5 Do you think digital marketing is expensive?

6 Would you like to be world completely digital?

7 Are you a member of multiple social networking sites?

8 Do you think Digital marketing is more advantageous?

9 Do you think social media is more competitive?

10 Have you ever been victim of on-line bullying (offensive comments or

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