A PROJECT PROPOSAL
ON
DIGITAL MARKETING IN INDIA
SUBMITTED TO
UNDER THE GUIDANCE : POM SEN CHAKRABORTY
SUBMITTED BY :
NILU KANU
Enrollment No: 2252107783
MCOP1
(MCOM)
INTRODUCTION OF DIGITAL MARKETING
Digital marketing is the new method of marketing commodities using digital technology,
mostly through internet. Digital marketing is built on the internet that can create and
convert brand value from producer to the potential customer by various digital networks.
The development of digital marketing has altered the method companies use technology
for promotion, as digital podiums are progressively changed into advertising plans, as
individuals use digit campaigns like mobile, computer/laptop and tablet instead of
visiting physical market. Digital marketing elements like search engine optimizing is also
called as organic method of ranking the website, pay per click or SEM, content
marketing, email marketing, social media, social-media optimization, show promotion
besides e-commerce marketing are becoming more common in advertising technology.
CONCEPT OF DIGITAL MARKETING
It involves sum total of marketing work that usage of an electric component and
internet, Businesses leverages various digital ways like search engine, social medias,
email, website in addition offline marketing such as SMS and MMS to attach with present
and potential customers. Digital marketing is also stated as online or internet marketing.
In simple taking business online.
DM is the promotion of business organization or brand by means of various channels
such like the Internet, mobile devices, tv radio in addition to consuming different online
advertising, podcasts, video and other such approaches to communicate message. Internet
promotion in specific plays a vital share in somewhat promotional plan and it is fetching
the basis of numerous establishments complete promotional policies.
Review of Literature
A number of research papers and articles provide a detailed insight on Internet
Marketing. The findings from the literature are presented below:-
Internet marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009). Digital marketing is the use of
technologies to help marketing activities in order to improve customer knowledge by
matching their needs (Chaffey, 2013). In the developed world, companies have realized
the importance of digital marketing. In order for businesses to be successful they will
have to merge online with traditional methods for meeting the needs of customers more
precisely (Parsons, Zeisser, Waitman 1996). Introduction of new technologies has
creating new business opportunities for marketers to manage their websites and achieve
their business objectives (Kiani, 1998). Online advertising is a powerful marketing
vehicle for building brands and increasing traffic for companies to achieve success (Song,
2001). Expectations in terms of producing results and measuring success for
advertisement money spent, digital marketing is more cost-efficient for measuring ROI
on advertisement (Pepelnjak, 2008).
Today, monotonous advertising and marketing techniques have given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of digital marketing tools as
being effective and useful for achieving results. (Teo, 2005). More importantly, growth
in digital marketing has been due to the rapid advances in technologies and changing
market dynamics (Mort, Sullivan, Drennan, Judy, 2002).
In order for digital marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for marketing
(Kanttila, 2004). Other tried and tested tool for achieving success through digital
marketing is the use of word-of-mouth WOM on social media and for making the site
popular (Trusov, 2009). In addition, WOM is linked with creating new members and
increasing traffic on the website which in return increases the visibility in terms of
marketing.
Social media with an extra ordinary example Facebook has opened the door for
businesses to communicate with millions of people about products and services and has
opened new marketing opportunities in the market. This is possible only if the managers
are fully aware of using the communication strategies to engage the customers and
enhancing their experience (Mangold, 2009). Marketing professional must truly
understand online social marketing campaigns and programs and understand how to do
it effectively with performance measurement indicators. As the market dynamics all over
the world are changing in relation to the young audience accessibility to social media and
usage. It is important that strategic integration approaches are adopted in organization’s
marketing communication plan (Rohm & Hanna, 2011). With the above reviews we can
assume that GST is a tax reform which will change the scenario of the country as a
support for this review study.
Blogs as a tool for digital marketing have successfully created an impact for increasing
sales revenue, especially for products where customers can read reviews and write
comments about personal experiences. For businesses, online reviews have worked really
well as part of their overall strategic marketing strategy (Zhang, 2013). Online services
tools are more influencing than traditional methods of communication (Helm, Möller,
Mauroner, Conrad, 2013). As part of study, it is proven that users experience increase in
self-esteem and enjoyment when they adapt to social media which itself is a motivating
sign for businesses and marketing professional (Arnott, 2013). Web experiences affect
the mental process of consumers and enhance their buying decision online (Cetină,
Cristiana, Rădulescu, 2012). The Internet is the most powerful tool for businesses
(Yannopoulos, 2011). Marketing managers who fail to utilize the importance of the
Internet in their business marketing strategy will be at disadvantage because the Internet
is changing the brand, pricing, distribution and promotion strategy.
NEED AND RELEVANCE OF STUDY
The marketing is changing rapidly, the system of marketing moving towards digital.
Company has to understand the new era of marketing system and make similar changes in
the business operations. The study will help reader to understand the significance of having
online web presence, and the importance of digital marketing. The study also help the reader
to understand online buying behaviour of Indian patrons.
The study on digital marketing, the tools and techniques considered under the study are
taken from Radtel India Pvt Ltd.
OBJECTIVES OF THE STUDY
To identify the tools and techniques of online marketing.
To analyse online buying behaviour of Indian customers.
To determine the strategies used in digital marketing.
To understand the important terms used in digital marketing.
To study the types of advertisements.
METHODOLOGY
Methodology
Data collection method
[Link] data
[Link] data
METHODOLOGY
TOOLS & TECHNIQUES
The collected data was classified in MS-Excel for analyst and interpretation. The
graphical representation is done using MS-Excel, Power BI and a statically test was
carried out using SPSS software. The analysis is a descriptive analysis.
RESEARCH DESIGN
Research configuration is a lot of systems and techniques that are used in assembly,
flouting down and estimating the aspects indicated in the exploration issue. It is an edge
work that has been made to determine answers to look into studies. It gives certain plan
about how an inspection will happen which incorporates how info is collected, what tools
are applied and how the tools are used in dissecting the gathered information.
DESCRIPTIVE RESEARCH DESIGN
The research is descriptive in nature hence it includes descriptive research design. The
examination is enlightening in nature henceforth it incorporates unmistakable research
plan. Elucidating examination configuration is utilized to think about the qualities of a
populace that is being contemplated. This plan goes for receding tide besides stream
matters or issues complete a process of info gathering and authorizes the specialist to
show situation completely.
TRIAL SIZE
The trial size in this exploration comprises of 25 computerized marketing specialists.
DATA COLLECTION METHOD
PRIMARY DATA:
It is a direct information, it is gathered legitimately. The distinctive technique for
assembly vital data is near to home meeting, survey, review and so into the open. As my
project is clear study there is no vital data collected thusly. Primary data source of the
study is interview and observation
Interview: interview has been made with office staff, where several random of questions
has been asked related to digital marketing and the repose has been recoded.
Observation: observation has been made on digital marketing tools and techniques and
strategies that they use to promote their business.
SECONDARY DATA
Auxiliary data is collected from efficiently current springs in diverse suggestion
broachers and annals. Secondary material aimed at the examination were collected from
the periodicals, sites and diverse historical investigations.
To meet goals, the investigation utilized subjective research. The clear investigation
stood complete by audit of present writing that aided in approval and withdrawal of the
significant factors and issues. Information was gathered from auxiliary bases. Auxiliary
sources stood periodicals, sites, records, office officials, besides friends information.
In the examination I have gathered information from auxiliary sources.
ANALYSIS OF THE STUDY
DIGITAL MARKETING
1. Global Presence:
In digital marketing is not only makes any business to local region but also on global level.
Company website allows the customers to find new markets and trade. The best example is
amazon market place allow to sell our products online and this be can be accessed by anyone
from any part of the world.
2. Cost efficient:
Likened to old-style marketing DM is cost effective, it will reach to a greater number of
people with very less amount. For example, display of advertisement on social media is
cheaper than print advertisement with a targeted customer reach. DM is supplementary
effective than old-style marketing. small business organisations or small shop can do digital
marketing without spending single rupee.
3. Trackable and measurable result:
In digital marketing we can track and measure the result of our advertisement or website,
such as how many people have seen, what are the activities they do in the website, their
behaviour in website, how much time they stayed in the online, what are the demographical
characteristics of particular audience these all things we can get from some of the digital
marketing tools such as google analytics.
4. Data and results can be recorded:
Google analytics we can be used to check the reach of campaigns done and store them for
future decisions. It will help to keep in track customers and their activities and the future
expectations. Usually it will help in segmenting and targeting the same particular set of
people called remarketing.
5. Personalization:
linking customer data base to website is most important, whenever customer visit the site,
we can greet them with targeted propositions and remarket the product. This makes
consumers to feel special about the particular brand.
OUTCOMES OF THE STUDY
Outcomes regarding consumers
• India presently have online users of 214 million, among them 60% are males and
remaining are females.
• There are 112 million mobile handlers amongst them 70% are men and remaining 30%
are women
• 176 million entire internet populace are share of communal media.
Brand want to shape a cool attendance over digital podiums because the client will do
investigation about the creation after sighted an ad or after receiving enthused.
companies are receiving more touch opinions to reach target group in a cost-effective
way.
OUTCOMES REGARDING ANALYSIS OF DIGITAL MARKETING
● Meta title and description is displayed by google pixel width but not by the length of
characters.
URL structure always has to be mentioned with the primary keywords.
● URL structure has to be with hyphen and include location if it is given with spaces it
will take with percentage.
● H1 has to be with one focused keyword, google crawels will only crawl h1tag under
header tags so it has to be focused more.
● Google will never crawl images it will crawl the text behind it. ● Image optimization
has two tags alt and title tag.
● To display the name of the image when we place the cursor. We use title tag.
Importance of Digital Marketing
[Link] Market Change
Usually, brands majorly focused on reaching out to consumers through traditional or
modern marketing techniques, however, due to the COVID 19 pandemic & lockdowns
of cities, now brands have switched over to digital platforms to reach out to their
[Link] shall majorly remain the same even after the pandemic as it would
have become a norm of the modern world by [Link] lifestyle would have changed
the buying habits of consumers, wherein now they would be more comfortable in
spending more money on buying products online than they used [Link] are
focusing to reach out to these consumers through various channels to ensure
maximum visibility & [Link] primary marketplace change has left a huge void
of digital marketing jobs which needs to be filled at the earliest, thus creating a huge
opportunity for a career in digital marketing to grow tremendously.
[Link] Opportunity for Brands to Create a Positive Image
This pandemic has also opened a door of opportunity for marketers to reach out to the
maximum audience in a single digital [Link] matter how depressing the reasons
may be, the truth is that it is for the first time the whole world literally switched to digital
presence, thus creating a perfect opportunity for marketers to reach out to [Link]
are spending much more to hire an innovative workforce to run online campaigns to
boost their positive brand image.
[Link] of SEO Strategies for Marketing
Search Engine Optimization (SEO) is an important digital content marketing strategy for
brands [Link] people use search engines & relevant keywords to find results
to desired [Link] focus on consumer groups that may have been looking
out for queries related to their product [Link] it becomes paramount that their
respective product should be ranking on top of search engines to ensure maximum
[Link] can be achieved through a well-devised SEO strategy that requires digital
marketing professionals.
4.A New Normal of Social Distancing Etiquette
This pandemic has also created paranoia amongst people across the globe. Most
people prefer to maintain a safe social distance to remain safe from the [Link] habit
is slowly becoming a part of a global culture. While most people prefer not to be around
crowded places, the only other relevant shopping option they shall rely upon is
“online”.Now the competition to dominate the digital space is much fierce. Brands would
need to invest much more in hiring the best digital marketing workforce to maintain an
upper hand in the online [Link] here also we believe that digital marketing jobs
shall be on the rise.
[Link] Media & Website Development
Social media has literally become the backbone of businesses across the world.
Businesses that were not using social media aggressively are also trying to grow it
[Link] is happening because most consumers spending most time indoors
due to the lockdown, they tend to spend more time on social media than ever. This can
majorly influence their buying [Link] this in mind, brands have started
opening up to hire more social media [Link] is because activation of social
channels can have a direct impact on the business sales of a brand.
Limitation of digital marketing
Lack of consumer trust - the fact that digital marketing campaigns involve the use of
technologies that track and collect data from users on the Internet leads to privacy
issues including the security of their privacy. Thereby, people take a serious distrust
of this type of marketing and often refuse to participate in such events, which is one
of the biggest challenges facing the development of digital marketing. For this reason,
the topic of online trust and its impact on digital marketing strategies is becoming
increasingly important and has been the subject of much research in the field.
Overloading the Internet space with online advertising messages - the excess of
online advertising messages in the form of banners, the continuous appearance of
open and close windows, interruption of video materials and etc. can lead to consumer
irritation, which will inevitably affect their attitude towards the companies.
Digital marketing is not suitable for all types of products, services and
companies - there are a number of products and services whose target audience
cannot be reached and influenced by the tools offered by digital marketing. This is
due to the fact that for one reason or another, these users are not online or do not trust
the information they can obtain from the Internet.
Digital marketing is highly dependent on technics and technology - this on the
one hand requires serious knowledge in the field and on the other hand can lead to a
number of technical errors as the information and communication tools offered by
digital marketing are not without fails. It is often the case that the chosen technical
solution does not work properly and results in incorrect outcomes, thereby causing
the fail of the advertising campaign. Examples include broken links, slow loading or
non-loading promotional messages or websites, paid advertising buttons that do
not work, statistical analysis tools that do not process information correctly, and many
more [21-23].
Use of inappropriate digital tools and applications - there is a wide variety of tools
and applications on the Internet and new ones are emerging every day. This makes it
very difficult for the marketing professionals to choose the ones that will be most
effective for the specific marketing events and will meet the needs and goals of the
companies in the best possible way
CONCLUSION
The actual conclusion of this venture demonstrations that the ultimate destiny of
promoting is in the pointers of progressive. DM isn't just concerned around putting
advertisements in entrances, it includes of incorporated managements & coordinated
stations. Promoters essential to use these segments in a successful manner to arrive at
objective meetings and to manufacture a product. In this computerized period promoter
isn't the concierge for a product, persons who are related over the advanced phases are
the supervisors. Products essential to manufacture their excellence over progressive
stage, in light of the fact that customers have high fondness to electronic media than
additional media's. Additional than that customers are profoundly information rescuers
& electronic media is the key phase for dual way communication amongst products &
customers. Advanced broadcasting is the finest phase to alteration ended an article to a
product. Meanwhile it is savvier and it give tract of trace emphases to promoter. Products
can prepare to attach with their impartial meeting in a feasible way finished progressive
phases. Progressive media isn't just for promise, products can shape their customers or
they can grasp their present customers. Electronic phases assistance to shape the result
of product appraisal in impartial meetings. The examination focused on the purchaser
buying behavior proves that, Indian customers are deeply information seeker & they will
do look into about an item beforehand setting off to a merchandizing plant. So products
need to offer phases to customers to understand their item or to get a truthfully texture of
that product. I sincerely accept that this venture tale will be all things considered valued
for promoters to understand the electronic promoting and also to anticipate upcoming
systems.
BIODATA
Name : Pom Sen Chakraborty DOB
: 27-10-1977
Present Designation : Assistant Professor
Residential Address : Bhairab Nagar
Mobile : 9864180561
Email Address : senpom222@[Link]
Office Address : Darang college Tezpur, Assam
Education Qualification: [Link](2002)
Percentage : 60.11%
Teaching Which Class : Class 11th to [Link] 6th Sem
Subject Taught : HRM, Business law, Corporate law ,Financial Manag-
ment ,Auditing , Cost and Management accounting
Marketing Management, CRM, Company law
Teaching Experience : 17 Years
Teaching Period : Aug 2006 till Present
