Chapter 1

INTRODUCTION

1.1 What is digital marketing?

Digital marketing, the promotion of products or brands via one or more forms of
electronic media, differs from traditional marketing in that it uses multiple channels and
methods that enable an organization to analyze marketing campaigns and understand
what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for
how long, sales conversions, what content works and doesn’t work, etc. While the
Internet is, perhaps, the channel most closely associated with digital marketing, others
include text messaging, instant messaging, apps, podcasts, electronic billboards, digital
television and radio channels, etc.
1.2 Evolution of Marketing
At the beginning of the century, social life was mostly local. It was followed by a period
in which commodities were produced on a mass scale. Consumer Marketing operated on
mass marketing principles and business primarily concerned itself with how to build the
best sales force. At the end of the century, there is an emerging global culture. The major
driver of these changes is technology. Technological change has moved steadily back
focusing on the individual. These changes shape the possibility and conduct of business.
Marketing is especially tied to communication and transportation revolution. As the tools
and reach of marketing increase, the job and responsibilities of marketers have evolved
with them.
Philip Kotler formalized this evolution with his book "Marketing Management".
His key stages are production, sales and brand management. Each of these is strongly
motivated by technological opportunities, which permit new methods and new
opportunities. A fourth stage, a focus on the individual customer, is also important. As

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the new technology of the Internet develops, it reinforces the new marketing emphasis -
which in many ways is a return to business at the turn of the century.
In today’s technology driven world, a new fast paced digital economy is
emerging. Tomorrow there will be companies that will exist only inside computer
networks. Most business transactions will be made electronically, directly from the
producer to the consumer, bypassing the supply chain. In the digital marketing
environment, the consumer becomes an integral player in the development of the product.
In fact, a consumer might build the product himself from a wide array of parts provided
by the Company. It is e-commerce that is changing the way products and services are
conceived, manufactured, promoted, priced, distributed and sold. The reason being that it
is much cheaper; it allows vast coverage and helps in serving the customer better.
1.3 Advertising
Advertising is a paid form of communication, although some forms of advertising, such
as public service announcements, use donated space and time. Second, not only is the
message paid for, but the sponsor is identified. Third, most advertising tries to persuade
or influence the consumer to do something, although in some cases the point of the
message is simply to make consumers aware of the product or company.
Fourth and fifth, the message is conveyed through many different kinds of mass
media reaching a large audience of potential consumers. Finally, because advertising is a
form of mass communication, it also non-personal. A definition of advertising, then,
includes all six features
1.3.1 Functions of Advertising
Advertising is an important promotional tool for any marketing campaign. So much so
that whenever we think of marketing we think of advertising although it is just one of the
marketing tools. Till now only companies with a profit motive went in for advertising.
But today government bodies as well as non-governmental organizations (NGOs) go for
high profile advertising campaigns. The purpose here is not to increase the sales figure
but to increase the awareness of people regarding the relevant topics.
Even though each ad or campaign tries to accomplish goals unique to its sponsor,
advertising performs three basic functions:
1. Provide product or brand information

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Although many ads are devoid of information, providing the consumer with relevant
information that will aid decision making is still the main function of advertising. The
information given depends on the needs of the target audience. In the case of purchasing
a new suit, needed information might simply include price and outlet location.
For technical products, the information is likely to be very detailed.
2. Provide incentives to take decision
In most instances, consumers are reluctant to change established behavior. Even if there
are somewhat dissatisfied with the current product or service, a habit has been established
and learning about a new product is deemed difficult. Advertising provides the consumer
with reasons to switch brands by presenting reasons through copy or graphics.
Convenience, high quality, lower price, warranties, or a celebrity endorser are all
possibilities.
3. Provide reminders and reinforcement
It’s amazing how much advertising is directed at current customers. Consumers forget
why they bought a particular brand of microwave or automobile. Advertising must
remind the customer constantly about the name of the brand, its benefits, its value, and so
forth. These same messages help reinforce the customers decision. Most television
advertising seems to provide this function.
1.3.2.Types of Advertising
Advertising is a form of selling. It tries to make consumers buy goods or services.
Advertisers must be aware of the factors that influence people's buying habits and then
use advertising strategies based on this knowledge. Advertising can be classified in
number of ways.
1. Print Advertising: Newspapers, Magazines, Brochures, Fliers
The print media have always been a popular advertising medium. Advertising products
via newspapers or magazines is a common practice. In addition to this, the print media
also offers options like promotional brochures and fliers for advertising purposes.
2. Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events
Outdoor advertising is also a very popular form of advertising, which makes use of
several tools and techniques to attract the customers outdoors. The most common
examples of outdoor advertising are billboards, kiosks, and also several events and

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tradeshows organized by the company. The billboard advertising is very popular however
has to be really terse and catchy in order to grab the attention of the passersby. The kiosks
not only provide an easy outlet for the company products but also make for an effective
advertising tool to promote the company’s products. Organizing several events or
sponsoring them makes for an excellent advertising opportunity. The company can
organize trade fairs, or even exhibitions for advertising their products. If not this, the
company can organize several events that are closely associated with their field.
3. Broadcast advertising: Television, Radio and the Internet
Broadcast advertising is a very popular advertising medium that constitutes of several
branches like television, radio or the Internet. Television advertisements have been very
popular ever since they have been introduced. The radio might have lost its charm owing
to the new age media however the radio remains to be the choice of small-scale
advertisers.
4. Covert Advertising: Advertising in Movies
Covert advertising is a unique kind of advertising in which a product or a particular brand
is incorporated in some entertainment and media channels like movies, television shows
or even sports. There is no commercial in the entertainment but the brand or the product
is subtly (or sometimes evidently) showcased in the entertainment show.
5. Surrogate Advertising: Advertising Indirectly
Surrogate advertising is prominently seen in cases where advertising a particular product
is banned by law. Advertisement for products like cigarettes or alcohol which are
injurious to heath are prohibited by law in several countries and hence these companies
have to come up with several other products that might have the same brand name and
indirectly remind people of the cigarettes or beer bottles of the same brand. Common
examples include Fosters and Kingfisher beer brands, which are often seen to promote
their brand with the help of surrogate advertising.
6. Public Service Advertising: Advertising for Social Causes
Public service advertising is a technique that makes use of advertising as an effective
communication medium to convey socially relevant messaged about important matters
and social welfare causes like AIDS, energy conservation, political integrity,
deforestation, illiteracy, poverty and so on.

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7. Celebrity Advertising
Although the audience is getting smarter and smarter and the modern day consumer
getting immune to the exaggerated claims made in a majority of advertisements, there
exist a section of advertisers that still bank upon celebrities and their popularity for
advertising their products. Using celebrities for advertising involves signing up
celebrities for advertising campaigns, which consist of all sorts of advertising including,
television ads or even print advertisements.
8. Internet Advertising
Internet promotion is one of the newer types of advertising and can be accomplished in a
number of ways. Flash advertising refers to messages that jump onto your computer
screen and often move around. They can be hard to close and are annoying, but effective
at gaining your attention. Pop up and scrolling ads are other examples of these types of
advertising. Pay per click advertising refers to marketers paying to have their web pages
placed high on search engine results pages. These are also called sponsored links.

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Chapter 2

DIGITAL MARKETING

2.1 The Advent of the Internet

The new millennium has brought us on the brink of the I.T. Revolution. This revolution
has been aided by the advent of the Internet in a big way. Internet is fast changing the
way people used to do things. Naturally, the same would have an impact on the
advertisers. The Internet has been accepted as the most powerful media for advertising
due to the absence of geographical barriers. The advent of the Internet and its subsequent
acceptance has once again challenged the traditional forms of advertising. Advertisers are
trying to use the 'net' to advertise their products and hence 'net' their customers. Thus,
with the Internet gaining prominence, advertising equations are fast changing.
Internet marketing, also referred to as web marketing, online marketing, or
eMarketing, is the marketing of products or services over the Internet. Internet marketing
ties together creative and technical aspects of the Internet, including design, development,
advertising, and sale.
The Internet has brought many unique benefits to marketing, one of which being
lower costs for the distribution of information and media to a global audience. The
interactive nature of Internet marketing, both 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 digital media such as the
Internet, e-mail, and wireless media; however, Internet marketing also includes
management of digital customer data and electronic customer relationship management
(ECRM) systems.
2.2 7 P'S of Digital Marketing
The four P's - Product, Price, Place and Promotion have long been associated with
marketing, but things have changed on the Internet. So along with a change in the nature
of the four P’s there are three new P’s which are relevant to the internet marketer:
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Presentation, Processes and Personalization.
1. Product
Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse
through. Technology allows the user to virtually touch and feel the product on the
Internet - rotate it, zoom in or zoom out and even visualize the product in different
configurations and combination. Content and software are two avatars of digitized
products that can be even distributed over the Internet. On the Internet, E-marketing will
be based more on the product qualities rather than on the price. Every company will be
able to bring down the cost of its products and hence competition will not be on price. It
will rather be on the uniqueness of the product. To be able to attract the customers and
retain them, the company will have to provide nouvelle and distinct products that forces
the net users to purchase and come back for more.
2. Price
Price has been drastically changed over the Internet. It lets the buyer decides the price.
Also it gives the buyers information about multiple sellers selling the same product. It
leads to best possible deal for the buyers in terms of price. Pricing is dynamic over the
internet.
3. Place
Place revolves around setting up of a marketing channel to reach the customer. Internet
serves as a direct marketing channel that allows the producer to reach the customer
directly. The elimination of the intermediate channel allows the producer to pass the
reduced distribution cost to the customer in the form of discounts.
4. Promotion
Promotion is extremely necessary to entice the customer to its website, as there are
currently more than one billion web pages. Promoting a website includes both online and
offline strategies. Online strategies include search engine optimization, banner ads,
multiple points of entry, viral marketing, strategic partnership and affiliate marketing.
Presently, the cyberspace is already cluttered with thousands of sites probably selling
similar products. For the customers to know of the Company’s existence and to garner

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information on the kind of products or services that the company is offering, promotion
has to be carried out. There can be traded links or banner advertisements for the same.
Also the traditional mediums like print, outdoor advertising and television can be used to
spread awareness.
5. Presentation
The presentation of the online business needs to have an easy to use navigation. The look
and the feel of the web site should be based on corporate logos and standards. About 80%
of the people read only 20% of the web page. Therefore, the web page should not be
cluttered with a lot of information. Also, simple but powerful navigational aids on all web
pages like search engines make it easy for customer to find their way around.
6. Processes
Customer supports needs to be integrated into the online web site. A sales service that
will be able to answer the questions of their customers fast and in a reliable manner is
necessary. To further enhance after sales service, customers must be able to find out
about their order status after the sale has been made. 7. Personalization

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 figure 2.1:7 p’s of digital marketing
2.3 Working of Digital Marketing
Working of digital marketing can be explained by the following:
1.Atrract:
Attract the strangers.
Here the strangers will be attracted through some advertisements. Example is click baits .Driving
the right kind of visitors are very important to your business. They must be valuable customers to
your business. So, first step of Digital marketing is attracting the right customers.
2.Convert:
Convert the traffic to leads.
After attracting a plenty of visitors via advertisements, click baits, e-mails, etc., it is time
to convert the traffic to leads with more personalized experience.
3.Close:
Close the leads into customers.
Now, close the leads into customers using a targeted lead nurturing strategy. Make them
buy your products.
4.Delight:
Delighting the current customers.
When they become customers, it is very essential to delight them, the current customers,
with offers and make them promote your business by sharing them. Example: Flipkart
giving offers to customers.

2.3.1 Search Engine Optimization

Search engine optimization also plays a big role in how digital marketing works. If you
want to reach and convert consumers in the digital age, you’ll need to start with the
search engines. A recent research study by Forrester found that 71% of consumers start
their buyer’s journey on search engines like Google. If you are not taking the right steps
to improve your site’s SEO then you may be missing out on a powerful opportunity to
reach a significant amount of leads.
Search engine optimization is the process of optimizing your site’s content so that
it appeals to the search engines. The end goal is to rank higher on the search engine

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results page (SERP) to increase visibility in your target market. The higher you rank on
the SERP, the more organic traffic you can drive back to your website.
Search engine optimization not only brings more traffic to your website, but it
also helps ensure that the leads you are bringing in are of a higher quality. The goal of
digital marketing is to attract those who are right for your products or services, and SEO
plays an important role in doing just that. By emphasizing certain keywords and topics
within your content, you can work to reach those online who are most likely to be
interested in your products or services.
Now that you know how important search engine optimization is to all of your
digital marketing efforts, you may be wondering how you can optimize your site and
content for best results. Head on over to our search engine optimization services page to
learn more about the role that SEO plays in your digital campaigns and how an SEO
agency can help you achieve your goals.
2.4 Understanding the Digital Customers
Now to be able to use the seven P’s effectively in order to achieve the predefined goals of
any organization it is imperative to understand the customers. Customization will only be
truly effective if we understand our customers and their true needs.
Before adapting marketing practices to the Internet, the marketer needs to
understand the characteristics of the online customers. The Net users can be classified
into five categories depending upon their intention of using the Internet. The five
categories of users are:
Directed Information Seekers: They require specific, timely and relevant information
about the products and services being offered.
Undirected Information Seekers: These users require something interesting and useful.
Something that can give them an edge, advantage, insight or even a pleasant surprise.
Bargain Hunters: They are of two kinds: One who look for free items on the internet and
other who are seeking better deals, higher discounts etc.
Entertainment Seekers: They see the Web as an entertainment medium of vast breath and
potential and want to explore the medium before the mass gets there.
Directed Buyers: They want to buy something - now. They are sure what they require and
just log on to the Web to purchase the item.

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2.5 Critical Success Factors in Digital Marketing
Having observed the evolving paradigms of business in the Internet era, there are five
critical success factors that the Internet Marketer has to keep in mind.
• Attracting the Right Customer: Attracting the Right Customer is the first crucial
step. Rising digital penetration would mean that the number of customer visiting
particular sites would inevitably go up. While the number of eyeballs or page
views has so far been conveniently used as a satisfactory measure by most web
sites, it would be foolish to cater to the whole spectrum of digital visitors. Content
has to be very target specific. The digital company has to select its target segment
by finding out which section of customers are the most profitable in terms of
revenue transactions and who are the customers who generate the maximum
number of referrals. Here again it is important to note that the majority of online
customers are not seeking the lowest price. Rather they are seeking convenience
above everything else. The power of customer referrals has never been so
enormous, since word of the mouse spreads faster than word of the mouth. E-Bay
attracts more than half of its customers through referrals. Not only do referred
customers cost less to acquire than those brought in by advertising or other
marketing tools, they also cost less to support since they use their friends who
referred them for advice rather than using the companies’ own technical desk.
• Ensuring E-Loyalty: Ensuring E-Loyalty is vital to the success of any online
venture. This is because acquiring customers on the Internet is enormously
expensive and unless those customers stick round and make lots of repeat
purchases over the years, profits will remain elusive. Contrary to the general view
that Web customers are notoriously fickle, they in fact follow the old rules of
customer loyalty. Web customers stick to sites that they trust and with time
consolidate their purchases with one primary supplier to the extent that
purchasing from the supplier’s site becomes part of their daily routine. The issue
of trust is integral to the issues of privacy and security. Companies like
Amazon.com, which command amazing levels of consumer trust, have used a
variety of encryption tools and simple ethical decisions like not accepting money

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 for publishers for independent book reviews to maintain the trust of its customers.
• E-Learning to facilitate personalized interactions: E-Learning to facilitate
personalized interactions with customers has been the biggest contribution of the
Web to the marketing strategists. Customers in traditional bricks-and mortar
stores leave no record of their behavior unless they buy something. In the digital
marketplace, however technology has made the entire shopping experience a
transparent process. For example, if the customer exits the web-site when the
price screen appears, he is a price sensitive consumer. Such minute tracking of
customer behavior has major implications for the world of advertising. The
Internet may soon be used as a test bed for testing prototypes of marketing and
advertising campaigns. By monitoring pages selected, click throughs, responses
generated, and other indicators, the company would be able to discover which
parts of a prospective campaign would work, thus reducing the risk of a potential
flop. This would make it possible for the company to modify its product offerings
much earlier than usual in the product life cycle.
• Providing Digital value to the evolving consumer through his life cycle: Providing
Digital value to the evolving consumer through his life cycle has become possible
because of customized interactions and emerging business models. These models
have often disturbed the traditional status quo and created new rules of business.
The sectors where new business models will emerge or have emerged are the
music industry, the financial services industry, the travel industry, the relating
segment and the publishing segment. Digital value is delivered to the consumer
by promising him convenience, allowing the customer to feel his ownership of the
Web experience, and giving the customer a sense of belonging that traverses the
physical boundaries.
2.6 Features of Digital Advertising
Advertising on the Internet has certain unique features that differentiate it from other
forms of advertising. They are as follows:
Member registration: Member registration is an efficient tool that is used by firms to
create their database. Such a database may be used to design promotional campaigns.
Allowing registered users to participate in various events can follow systems of free

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registration.
Online opinion polls: Opinion polls are conducted to obtain the responses from
users regarding the firms' products and services besides including topics of general
interest.
Newsletters: Regular newsletters are sent especially to registered users. These contain
information about current updations on the site and activities being performed by the
company.
Contests and sweepstakes: Contests are useful in attracting new users to websites. They
may be for simple things depending on the product or service being advertised. The
prizes offered are in a wide range and usually have the logo of the company and the
homepage address displayed prominently.
Content: The content of the advertisement can be regularly updated with news regarding
the activities of the firm. A fact-based section showing the manufacturing processes of a
company may also be included. The use of multimedia tools can make this more
interactive.
E-cards: Users send free cards via e-mail from the site of the company advertising the
product. The card prominently displays the logo or the baseline of the brand. The cards
may be for different occasions such as birthdays, festivals, birthdays, etc. These cards are
used to reinforce brand identity. Star endorsers of the brand may also be included in the
picture postcard themes.
Downloads: Downloads may include various utilities for the computer such as icons,
desktop patterns, screensavers, themes, etc. Registered users get the opportunity of
downloading software. Charts and other informative articles may also be included.
Coupons: Coupons are used to promote sales off-line. Sending discount coupons for the
products and services of the company on special occasions.

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Chapter 3

TYPES OF DIGITAL MARKETING

Digital Marketing can be categorized into following types:

1. Social Media Marketing
By now you know that social media is a crucial part of your marketing strategy. But do
you know the ins and outs of social media marketing? Social media marketing gives you
increased exposure. It allows you to connect with your consumers in a more intimate
way. From this interaction, you can gain valuable customer feedback that allows you to
improve your customer service, product, or service.
Using social media marketing you’ll gain more reach when you post quality
content. Everything you do to increase traffic or business on your social media channels
is social media marketing. Whether you’re on Facebook, Twitter, Snapchat, or LinkedIn
these efforts all amount to social media marketing .Most everyone benefits from social
media marketing, but B2C companies stand to gain the most. Pay attention to what your
target audience talks about on social media. Engage in the conversation.

figure 3.1: Social media marketing

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2. Search Engine Marketing
Search Engine Marketing or SEM covers the ground SEO ignores, paid traffic from
search engines. With SEM you purchase advertisement space that appears on a user’s
SERP. The most common paid search platform is Google AdWords. Next, is Bing Ads.
The search engine charges a marketer a predetermined amount to display an
advertisement in a number of places on a SERP generated from specific keywords or
phrases. One example of SEM is pay-per-click advertising or PPC. PPC refers to a digital
marketing method wherein search engines charge a company each time their
advertisement is clicked.
Social media platforms began adopting PPC advertising in recent months. These
ads show up in the news feeds of a company’s target audience. This system is a great
example of how the different types of digital marketing bleed into each other to form a
complete digital marketing strategy. In this example, SEM overlaps with social media
marketing.

figure 3.2: Search engine optimization machine

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3. Influencer Marketing
Influencer marketing is among the newer types of digital marketing. Influencer marketing
uses people with an enormous online reach considered experts by your target market to
drive traffic and sales.
Influencer marketing is popular on social media channels like Instagram and
Snapchat. Companies hire Instagrammers with large followings to promote their brand by
posting one or more photos with the product. Companies now engage in Instagram or
Snapchat “takeovers” where the hired influence controls the company’s social media
platform for a given amount of time, most often a day. These social media takeovers
drive the influencer’s following to your social media channels increasing your new
followers and unique views.
Always make sure to do your research on an influencer before you decide to do
business with them. You might want to verify their Google analytics and make sure their
following proves legitimate and not full of fake accounts.

figure 3.3: Influencer marketing

4. Internet Marketing
Internet marketing is the process of promoting a business or brand and its products or
services over the internet using tools that help drive traffic, leads, and sales.
Internet marketing a pretty broad term that encompasses a range of marketing tactics and

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strategies – including content, email, search, paid media, and more.
Internet marketing has shown proven success over and over again.
Here are some stats gathered from around the web to help give you an idea of why
internet/content marketing stands tall:
• By 2019, content marketing is set to be an industry worth $313 billion.
• 91 percent of businesses already are convinced of its power and have already
adopted it as an essential marketing tactic.
• Content marketing costs 62 percent less than traditional, outbound marketing, but
pulls in 3x as many leads.
• If you’re a small business with a blog, you’ll rake in 126 percent more lead
growth than your competitors without a blog
• If you have a blog and publish content, you’re likely to get 434 percent more
indexed pages on Google, on average

figure 3.4: Internet marketing

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Chapter 4

DIGITAL MARKETING VS TRADITIONAL MARKETING

figure 4.1:Traditional vs digital marketing graph

1.Cost
There are a few variations in the cost of traditional marketing and digital marketing. As
business advertisements on TV and radio, print ads in daily newspapers and magazines
and other such media ads cost a lot while online social media ads are very affordable.
Along these lines, traditional marketing spends an enormous cost to hold the
advertisement running under the plan. Internet marketing can likewise cost, however,
there are several Digital marketing techniques that are free.

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2.Ongoing result
In traditional marketing, we need to wait for weeks or sometimes months to see an
improving result in the business. While once we start using online marketing, we don't
have to hold on longer to see an important increment in the business. Results of
traditional marketing technique can't easily be measured. On the other hand, in Digital
Marketing, it is easy to determine a return on investment (ROI) by utilizing Google
analytic tools. Traditional marketing contains Print media (newspaper and magazines ads,
newsletters, brochures and other printed material). Digital marketing calculating your
marketing opportunities turns out to be simple and sharp.
You can quickly see which technique is performing and which isn't via Google Analytics,
other than different things too, for example, basic trend, incoming traffic, transformation
rate, interest visitors, bounce rate and benefit.
3.Information and results
Information of digital marketing techniques can be simply found in internet while it is
more difficult to find results offline. We can without a lot of hard work check if the
procedures are working by utilizing Google Analytics. If not, we can take the best
measures for better marketing and accordingly take a shot at better keywords to target the
group of viewers we can likewise utilize Social Media channels which are free and nearly
everybody utilizes them.
4. Easy Analytics
Digital marketing calculating your marketing opportunities turns out to be simple and
sharp. You can quickly see which technique is performing and which isn't via Google
Analytics, other than different things too, for example, basic trend, incoming traffic,
transformation rate, interest visitors, bounce rate and benefit.
5. Tracking
It is tough to track traditional marketing techniques. To evaluate your group of viewers
and their communications we have to put up added efforts which are time-consuming.
For example, we have to direct overviews to discover the actual results.
Information and results of digital marketing techniques can be simply registered. We can
without a lot of hard work check if the procedures are working by utilizing Google
Analytics. If not, we can take the best measures for better marketing and accordingly take

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a shot at better keywords to target the group of viewers we can likewise utilize Social
Media channels which are free and nearly everybody utilizes them.

figure 4.2:Comparision of digital and traditional marketing

Traditional Marketing Downside

• There is very little interaction between the medium used and the customers
• Print or radio advertisements can be very costly
• Results on this marketing strategy cannot easily be measured
Digital Marketing Benefits
• You can target a local audience, but also an international one
• Your audience can choose how they want to receive your content
• Interaction with your audience is possible
• Digital marketing is cost-efficient
• Data and results are easily recorded.
• Level playing field
• Real time results

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• Brand Development
• Viral

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Chapter 5

MERITS AND DEMERITS

The reason why internet marketing has become so popular is because they provide three
major benefits to potential buyers:
• Convenience: Customers can order products 24 hours a day wherever they are.
They don’t have to sit in traffic, and a parking space, and walk through countless
shops to find and examine goods.
• Information: Customers can find reams of comparative information about
companies, products, competitors, and prices without leaving their office or home.
• Fewer hassles: Customers don’t have to face salespeople or open themselves up
to persuasion and emotional factors; they also don’t have to wait in line.
5.1 Digital marketing benefits to marketers:
Quick adjustments to market conditions: Companies can quickly add products to their
offering and change prices and descriptions. Lower costs: On-line marketers avoid the
expense of maintaining a store and the costs of rent, insurance, and utilities. They can
produce digital catalogs for much less than the cost of printing and mailing paper
catalogs.
Some Benefits of Digital Marketing are mentioned below:
• Relationship with customers are better.
• Better online exposure.
• Better display of brands.
• Broad and global reach.
• Higher ranking.
• Saves time and money.
• Can reach target customers.
• More visible online.

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5.2 Reason why to use digital marketing
1. Affordability
Digital marketing is considerably less expensive than other marketing methods. Specific
prices vary based on what you’re doing but ad spend tends to be lower than other forms
of marketing.
2. Mobile Access
You may not know this but 77 percent of American adults own a smartphone and are
likely to use that smartphone or another mobile device for news, social networking, and
countless other activities. Digital marketing lets you reach them while they’re doing this.
With remarketing ads, email and text marketing, and social media – you can be in front of
your audience while they use many different apps on their mobile phones.
3. Flexibility
There are many forms and uses of digital marketing, including banner ads, email
marketing, content marketing, and social media posts. Thus by learning how to market
yourself digitally, you open up a wide range of possibilities for future publicity strategies.
With digital marketing, you also have the flexibility of testing and stopping poorly
performing campaigns in real time.
4. Expansion
Many consumers do almost all of their shopping online. Digital marketing lets you appeal
to these people and thus expand the reach of your company. Between Google Shopping
Ads and brand awareness campaigns, you can expand your brand recognition and boost
sales.
5. Multimedia
of all forms of publicity and integrating your campaigns.
Customers tend to engage more with marketing materials that combine multiple types of
content, including photos, video clips, and audio. It is far easier to incorporate all these
content types into digital marketing than any other type of publicity – and it is very
important.
6. Interactivity
Digital marketing lets you communicate directly with the customers who see your
content, notably through website comments, messages, reviews, and social media posts.

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This shows those customers that you care about what they say and think, leading them to
feel respected and part of the community you’re building. It also allows you to gather
invaluable information on customers’ reactions and preferences.
7. Tracking
Besides communicating with customers, digital marketing lets you track their activities.
You can monitor which ads and types of content they have seen shortly before they make
a purchase. This tells you which marketing methods are most effective, allowing you to
refine and improve your strategy.
8. Authority
Digital marketing makes it easy to comment on issues and controversies that relate to
your product or your industry. In this way, you can establish yourself as an authority on
such topics, leading readers to trust you, come back for more information, and eventually
make a purchase. Digital marketing allows you to come off as the industry expert that
you are and will instill trust in your business.
9. Influencer Engagement
Many of the most influential figures in modern culture promote themselves online or
through social media. Digital marketing allows you to engage with these influencers and
gain their respect. If you play your cards right, you can get them to endorse you, leading
their followers to become customers and spread brand awareness.
10. Print Enhancement
Digital marketing lets you expand on your print marketing efforts. By writing online
content that explains claims you make in your print ads, you can go into greater detail,
maximizing the effectiveness

5.3 DEMERITS
1. Limitations of Internet Access:
The digital marketing mostly depends on the internet. In this modern world, there are still
some areas where the facility of the internet is not available or the internet connection is
very poor. So, in those remote areas, digital marketing has no function. It is very difficult
to target those customers who live in those places. Because without internet, digital
marketing is nothing but a puppet. This is a major problem of digital marketing. There is

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no way of escaping from it.
2. High Competition of Brands:
Talking about advantages and disadvantages of digital marketing, this is a great fault of
digital marketing. A customer and consumer must know about the high competition of
brands. When a customer searches for a specific goods or products, then the services
having the same marketing strategies, appear on the customer’s home page. So, this
confuses the customer and offers a better and cheaper quality product of a different
company. For this reasons, some customers lack their trust on so many advertisements
and take them as frauds. If the cost of same quality product varies, anyone can be prey of
its tricks.
3. Promotion Strategy Can Be Copied:
One of the main drawbacks of digital marketing is piracy. It is often seen that any
company copies your products and sell them as their products. Copying of an image is
not difficult. Not only this, even they can create an adverse effect on your products that
will harm your online reputation. There are so many hackers to track or copy the valuable
marketing strategies. So, to keep your marketing strategy is must. But, very often it does
not safe from the piracy makers. Piracy makers are always there to copy your business
strategy.
4.Anti-Brand Activities(Doppelganger):
Speaking about advantages and disadvantages of digital marketing, this is an another
drawback of digital marketing. In this case, a man or a group of men can effect the image
of a reputed brand through Doppelganger. This is a very well known word in digital
marketing. Various opinion leaders, anti-brand activity, bloggers make the term
‘Doppelganger’ very familiar to cancel the image of a brand.
5.Weaker trust:
Larger number scams are there on the internet due to easy accesses to internet and
information of every field. So, sometimes personal information may be compromised.
6.Prone to glitches:
The non-working URLS and errors in websites can bring the whole campaign down.

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 CONCLUSION

As generations evolve and technology develops, the advancement in the field of

marketing and advertisements has been immense. No longer are businesses bound by the
limitations of traditional marketing techniques. The old has been heavily replaced by the
new. One of the newest and most effective strategies has been of online marketing which
includes social media, which is the topic that this whole seminar was centered on.
After this whole seminar, we have come to the conclusion that Digital Marketing
is very important for both the general public and the engineering students. In the current
situation for any kind marketing using digital technologies such as social media platforms
is one the best ways, if not the best. So, it is encouraged that the students should learn and
know about Digital Marketing. Marketers as well as students should make use of Digital
Tools as a platform to promote a professional brand by defining the product in a manner
that adds credibility.
Digital Marketing is the present and future of marketing.

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 REFERENCES

[1]https://www.sas.com/en_us/insights/marketing/digitalmarketing.html

[2]https://blog.hubspot.com/marketing/what-is-digitalmarketing

[3]https://www.lyfemarketing.com/blog/types-of-digital-marketing/

[4] https://digital-gyan.blogspot.com/2013/02/advantagesdisadvantages-of-digital.html

[5] https://heidicohen.com/4-pillars-of-digital-marketing/

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