A Study on digital marketing and its impact

on revenue generation
Submitted by
MD WASHIM ANSARI
Roll.No: 21COH098
In partial fulfilment of 6th semester Bachelor of commerce
For the sesson2023-2024
Under Guidance of
Miss.Rasmita Oram

ISPAT AUTONOMUS COLLEGE ROURKELA

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 CERTIFICATE

This is to certify that the project work entitled study on digital marketing and
its impact on revenue generation submitted to Ispat Autonomous College in
partial fulfilment of the requirements for the award of the degree of Bachelors
of commerce is a record of the original work done by MD WASHIM ANSARI
under my supervision and guidance and this project work has not formed the
basis for the award of Degree or similar title to any candidate of any University.

Mr. Jagannath Panigrahi

Head of the Head of the Department of commerce

Signature of the Internal Examiner Signature of the External Examiner

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 ACKNOWLEDGEMENT

Nothing in this world is created by one person alone. This project is no

exception. The kind support and help of many people made this possible.
Taking this opportunity, I want to thank all of them.

For providing everything I needed for completing this project, I am grateful to

my God.

I sincerely wish to thank Miss.Rasmita Oram for helping me throughout the

project and proving me necessary guidance .Her encouragement, suggestions
and support proved valuable in enabling the successful completion of this
project.
Last but not the least I thank my parents, friends and all those without whom it
would not have been possible to complete this project

MD WASHIM ANSARI
Roll.No:- 21COH098

CONTENTS

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S.No Title Page No
1. Executive summary 5
2. Introduction 6-10
3. Research Methodology 11
4. Company profile 12-16
5. Industry Analysis 17-21
6. Literature review 22-25
7. Digital marketing 26-27
8. Digital marketing channels 27-57
9. AIDMA and AISAS in digital Era 58-60
10 Digital marketing impact on revenue generation 61
Digital agencies 61-63
Digital agencies fee structures 63-64

11. Research problems 65

12. Findings 66-82
13. Learnings 83
14. conclusion 84

EXECUTIVE SUMMARY

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Project title:-
“
A study on digital marketing and its impact on revenue generation with reference to
ODigMa.”
Digital marketing is marketing that makes use of electronic devices (computers) such as
personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks.
ODgiMa consultancy solutions Pvt.Ltd has emerged as one of the best online media
companies in the Indian marketplace. The company offers a plethora of services in all online
media platforms. The offerings include marketing and consulting on Facebook, Twitter,
LinkedIn, slideshare, YouTube, and Google. Though the company was started only two years
ago, it is way ahead of most of competitors through its relentless pursuit of perfection and
enormous amount of creativity which they put in their work. The firm worked with multiple
brands on social media and currently have 4 out of Top 30 brands in Facebook India.
The project was in the marketing department of ODigMa. The project was “A study on digital
marketing and its impact on revenue generation with reference to ODigMa”. This report will
help to get an idea about digital marketing and how the digital marketing has impact on
revenue generation for digital marketing companies and with reference to ODigMa. Through
this study we will see how online media companies emerging how they are generating
revenue and how they are growing economically and revenue generation models of online
media companies particularly reference to OdigMa.
Main findings of this internship are given here. Indian customers are highly information
seekers. They collect more information about a product before buying it. Internet penetration
in India is key player for this phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly
in high involvement purchases. Brands are getting more touch point to reach their target
group in this digital era. More details about findings are given this report.

1. INTRODUCTION

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To begin with, as a part of the curriculum a summer internship programme was
to be conducted for a period of two months. Given a choice one was allowed to
choose the field in which he/she was interested. As my interest and curiosity
was in online or digital marketing I choose to work with a start-up company
named ODigMa, I choose the start-up company because with start I can explore
myself and why digital marketing? Because it is booming industry, the growth
of digital marketing is tremendous and expected to grow more. Due to this
summer internship, I learnt every aspect of digital marketing include (business
development process, content writing, social media) Marketing practices have
dramatically shifted with the rise of social media and proliferation of devices,
platforms, and applications. Your prospective and current customers are trying
to communicate with you, and you can listen and respond faster, and with more
personalization than ever before. This shifting environment presents new
opportunities and challenges for marketers. With digital marketing, it's easy to
fall behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you
identify areas of improvement. Useful for individuals from small- to medium-
sized businesses who want to use new media as a vehicle for growth.
Organizations are leveraging digital marketing methods for successful
marketing strategy implementation inbound marketing through publishing
content online in the form of portals, podcasts, e-journals, online campaigns,
social media marketing, search services; and outbound marketing including
email marketing, RSS (Really Simple Syndication) feeds and others. A recent
survey of 3300 business executives from various industries indicates that on an
average, 34% of a company’s leads come from inbound marketing verses 22%
through1 outbound marketing .

1.1 Digital Marketing:-

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Digital marketing can be defined as the process of promoting of brands using
digital distribution channels comprising internet, mobile and other interactive
channels. The basic advantage in this form of advertising lies in its low cost
model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and
directly grab (or pull) the content via web searches. Web site/blogs and
streaming media (audio and video) are good examples of this. In each of these
examples, users have a specific link (URL) to view the content.
Push
Push digital marketing technologies involve both the marketer (creator of the
message) as well as the recipients (the user). Email, SMS,RSS are examples
of push digital marketing. In each of these examples, the marketer has to send
(push) the messages to the users (subscribers) in order for the message to be
received.

1.1.2 Web Site Designing

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From the initial process of taking inputs from clients, planning on the basis of
such inputs to final implementation and testing – all are done using latest web
designing techniques and skills. Our services have the advantage of offering
clarity in its design style, which is backed up with an easy and free flowing
content and latest technical know-how. Not only we provide affordable web
site design and ecommerce web development services but also search engine
friendly designs. Our Service Includes
 Website Design
 Website Redesign
 Shopping Cart Web Design
 Detailed and Advanced Page Layout
 Custom Logo Design
 Banner Ads
 Custom Graphics Design using advanced design tools.
1.2 Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage
customers in a more personalized way. Digital marketing trends that
organizations are rapidly embracing include
1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every five people
owns a smart phone, and one in every 17 owns a tablet. That's an increase of
nearly 1.3 billion smartphones in last four years. Therefore an increased user
base accessing the internet via smartphones has prompted many companies to
optimize their online content for mobile devices.

1.2.2 Social media:

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Organizations are focusing on engaging with customers through social media to
offer real-time interactions. Social media helps organizations reach out to a vast
pool of potential customers by supplying them with medical and campaign-
related information.
1.2.3 Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based
social activities like experience sharing, review reading via social media and the
evolution of Global Positioning System (GPS) are helping companies leverage
Social-Local-Mobile marketing activities.
1.2.4 Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new
dimension with the delivery of unique, personalized, and relevant messages
through identified digital channels. Email is one of the most preferred marketing
channel to broadcast targeted organization messages and campaigns to existing
and prospective customers.

1.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer
behavioural data. Advanced actionable analytics can help organizations define
targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO)
Organizations are focusing on SEO efforts and paid search advertising for
enhancing the visibility of their products and services.

TITLE:

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A Study on digital marketing and its impact on revenue generation, with
reference to Odigma

1.3 NEED OF THE STUDY:

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 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 lakhs of rupees 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).

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  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.
The digital landscape is moving at a lightning fast pace. Every industry has
been affected by the advances in digital. Digital marketing is an essential
part of this for companies who want to utilise the power of the internet in
order to boost business. The tremendous scope of Internet Marketing in
India, we have to understand that marketing through the internet can be an
entirely different ball game. In fact it is a potent combination of technology
and marketing acumen.

Digital Marketing like traditional form of marketing is a highly result driven

and set objective practice. One can’t begin a digital marketing campaign
without setting the campaign objectives. A digital marketer understands the
needs of the clients and visualizes their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when
looking at the statistics:

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand
13% post updates about brands they have connected with
56% said they would recommend a brand after becoming a fan on Facebook
34% of digital marketers have generated leads from Twitter
so as a marketing management student it's very essential to research on such
an important marketing tool and study on its impact on revenue generation
will help you to know about how marketing agencies performing .

1.3.1 Scope of the project:

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 1) To understand the digital marketing models.

2) To understand marketing effectiveness.

3) To understand how digital marketing campaign's takes place.

4) To understand how digital marketing agencies works and generating

revenue.

5) To understand how digital marketing has impact on revenue generation.

1.3.2 Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to OdigMa

3. Time of campaigns for some client is more than three months.
4. Advertising expenditure of some companies is confidential so it can’t be
revealed

2. RESEARCH METHODOLOGY

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The research design and methodology is presented as follows

2.1 Data collection:

 The task of data collection begins after a research problem has been defined and
research design has been chalked out.
 While deciding about the method of data collection to be used for the study, the
research should keep in mind two types of data viz. Primary and Secondary.

2.2 Sources of data

a) Primary Data.

b) Secondary Data.

2.2.1 Primary data:

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a structure to the entire study.

2.2.2 Secondary data:

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies. To meet the objectives, the study used qualitative research. The descriptive
study was done through review of existing literature that helped in validation and extraction
of the important variables and factors. Data was collected from secondary sources. Secondary
sources were magazines, websites, books, office executives, and company data.

3. COMPANY PROFILE

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Odigma, a digital marketing firm with a performance-based pricing strategy, is Gearing up to
serve clients in over 150 cities in India, in addition to setting up shop in Singapore and the
Middle East by the end of next fiscal.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user
Contact and Immediate Problem Resolution is our Strength.

VISION

Our vision is to set the high standards for Digital marketing & Technology around the world,
across all industries through hard work, innovation and creativity until the preferred outcome
is achieved.

WHAT THEY DO

Odigma’s services entail Facebook brand building suite, Twitter strategy planning and
implementation, social media platform connect, strategy on social media applications and
SEO and Google AdWords PPC. Its clientele spans across sectors and includes companies
such as Myntra, Infibeam, Indus League, HI design, MakeMyTrip and Toyota, to name a few.
While 75 per cent of its clients are acquired through referrals and online marketing.

Digital Marketing and Customer Acquisition

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to
optimizing your internet property for gaining a better rank in organic search results (SEO),
we ensure that you reach your objectives in the best possible way.

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Plan companies social media campaigns to reach your exact target market with the right
communication message.

Understanding brand message and creating interactive videos to showcase your brand
presence is our speciality.

Creating custom mailer designs and execute them to drive your inbound marketing strategy.

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

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Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to
your audience across multiple platforms. We ensure that whatever we deliver has the highest
quality of experience.

Creating integrated campaigns to create brand presence and recall in the mind of your
audience.

We help understand the key pain areas of your CRM process and ensure the elimination of
negative impression of your brand across the web.

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Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and
purchase products, leveraging technology in your favour to increase your revenues.

Our visualizers think out of the box every day, thus helping you to leverage on existing
content through innovative concepts to gain revenue.

Apps specifically conceptualized and designed to meet your business objectives. Our team of
highly skilled visualizers, designers and developers, ensure that your users will experience
only the best.

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Digital Media Distribution and Solutions:

Brand campaigns using a mix of media and marketing. We partner with some of the largest
music labels globally.

Distribution of music, videos & other digital content across devices. Our platform and
analytics power some of the largest labels globally.

Want to launch a story telling campaign built around music/videos/films celebrities.

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 4. INDUSTRY ANALYSIS
The Indian Media and Entertainment (M&E) Industry, one of the most vibrant and exciting
industries in the world, has had a tremendous impact on the lives and the Indian economy. As
the M&E industry widens its reach, it plays a critical role in creating awareness on issues
affecting, channelling the energy of and building aspirations among India’s millions. As it
entertains and informs the country, the M&E industry has been a catalyst for the growth of
large parts of the Indian economy. M&E industry consist of TV, Print, Films, Radio, Music,
OOH, Animation and VFX, Gaming and Digital Advertising.

The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian media and
entertainment (M&E) industry has grown by 11.8 per cent in 2013 while comparing with
2012 and touched Rs 918 billion. It is expected to touch Rs 1785.8 billion by 2018, with a
CAGR of 14.2 per cent.

By the end of 2014, the industry is expected to stand at Rs 1039 billion. Additionally, digital
advertising has shown promising growth in 2013 while comparing with 2012, which is about
38.7 per cent, followed by gaming which grew by 25.5 per cent. As for the 2018 prediction:
Digital advertising is expected to lead the CAGR with 27.7 per cent, followed by radio with
18.1 per cent. Gaming and television are expected to register a CAGR of 16.2 per cent each,
followed by growth rates of animation and VFX (15.9 per cent), music (13.2 per cent), films
(11.9 per cent) and OOH with 9.2 per cent expected CAGR.

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According to the annual advertising expenditure report from GroupM, The digital media
advertising revenues for the year 2013 is estimated at Rs 2,520.1 crore (around $405
million) , up 30% from Rs 1,938.6 crore in 2012,. Digital contributed to 6.5% of the total
media advertising expenditure in 2013, up from 5.5% share in 2012.

The agency estimates that the digital media advertising revenues to reach Rs 3,402.2 crore
($546 million) in 2014, registering a 35% growth year on year. This will represent around
7.9% of the total media advertising expenditure in 2014, which is estimated at Rs 43,065.4
crore. The company notes this will be driven by election spending by the government and
political parties across all media. GroupM made the prediction in the latest edition of its
annual report This Year, Next Year. Digital media were projected to increase 35%, with TV
slowing to 12% from last year’s 14.6% and print picking up to 8.5% from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5 billion in 2013.
Digital media advertising in India is grown by 38.7 per cent in 2013, faster than any other ad
category. With the dramatic growth in mobile usage, content providers and advertisers are
seeking opportunities to get their message across on this preferred medium of the masses.

IAMAI & IMRB report of March 2013 showing trends in breakup of Digital ad market
among various ad types like search ads, display ads, mobile ads, social media ads, email ads
and video ads. By seeing this breakup we can understand marketer are giving importance to
all venues to place ads.

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Some of the key players in the Digital advertising are Ogilvy & Mather, Web chutney, IBS,
Isobar, Maxus, 22 Feet, Grey Digital, Mind Share, Interactive Avenues, Omnicom Media
Group, Digital Law & Kenneth, Pinstrom.

4.1 Business Model of Industry:

ATD- Agency Trading Desk DSP- Demand Side Platform SSP- Selling Side
Platform

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4.1.1 About Process

Clients would give authority to agencies, to wear the shoes of clients. Agency will create ads,
which may be banner ads or videos. After the creation and getting approval from clients,
agency while find out the portals or websites where the T.G is present. Later give the order to
DSP or ATD, this order contains details regarding where to place ads or which portal is
requiring to placing the ad. This DSP/ ATD will bid in ad exchange for that portal.
Otherwise agency can directly approach to ad networks and give orders. These ad networks
buy the inventories from publisher and give to agency. From publisher view he can sell
inventories through Ad networks or through SSP. If publisher give to SSP, they will place
those space in ad exchange for bidding. Through ad exchange DSP/ATD will buy those
inventories. Bidding will not only for space but also for T.G which required for clients.

Ad exchanges are technology platforms that facilitate the bids for buying and selling of
online media advertising inventory from multiple ad networks. The approach is technology-
driven as opposed to the historical approach of negotiating price on media inventory.

A demand-side platform (DSP) is a system that allows buyers of digital advertising

inventory to manage multiple ad exchange and data exchange accounts through one interface.
Real-time bidding for displaying online ads takes place within the ad exchanges, and by
utilizing a DSP, marketers can manage their bids for

The banners and the pricing for the data that they are layering on to target their audiences. A
supply-side platform or sell-side platform (SSP) is a technology platform, web publishers
of the world use a supply-side platform to automate and optimize the selling of their online
media space.

4.2 Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first
time.

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1) Threats of New Entry
 Full service agencies have high demand in Market.
 Lack of getting efficient work force is a threat in digital advertising.
 Cost of setting up a digital agency is low. But agencies need to invest a huge
amount in backend function like technology.
 Getting clients in the initial stage is a bit difficult, because clients will usually
look the past experience of agency.
 Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers
 Lot of suppliers are there, but some suppliers who have high reach and affinity
will charge high price for placing ads in their portals.
 Real time bidding will lead to increase the demand of some portals.
 Bargaining power of suppliers, who provide data and information are very high.
 Seasonal campaigns put pressure on supply side to charge high.
 Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
 Buyer are the clients of agencies, basically buyers are high idea seekers.
 Clients will choose agencies which have good experience in industry.
 Clients like long term relationships with agencies, so they also try to adjust with
agencies.
 Clients can ask agencies to change pattern of campaigns at any time.
 Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
 Backward integration by buyers is not possible.
4) Threats of substitutes
 No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
 Substitutes are too popular among buyers. They had high demand in past years.

 Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report of 2014 showing growth of digital is very high while com-
paring with others media.
 But media consumption through radio is increasing now.

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 5) Rivalry by existing competitors
 At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
 Existing competitors have high profile clients and clients loyal toward them.
 Most of the traditional agencies are now concentrating in digital also.
 Existing firms in the Industry are creating variety and unique campaign for clients.
 Most of the firms have efficient backend support in technology.
 Existing firms have the expertise manpower and firms giving good remunerations
to employees. So employees are loyal towards employers.
 Some firms are popular due to execution of innovative campaigns.

Conclusion of Porter’s Five Force Analysis

 Low threats for new entry.

 High bargaining power of suppliers.
 Bargaining power of buyer is medium, but in coming year there is chance for in-
crease. Due to lot of players are coming to industry.
 Threats of the substitutes are high, but it will change in coming years.
 Rivalry by existing competitors is high, but possible to break it by doing some unique
campaign for client.
 Indian market is a potential market for digital advertising due to high internet and mo-
bile penetration.

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 5. LITERATURE REVIEW
The global online advertising revenues are expected to touch US $10bn by 2015. In India, the
revenues at present are estimated to be Rs.80 cr. and are expected to increase six times more
within the next five years. In India, Internet as a medium is accepted by a wider industrial
segment that includes automobiles, telecom, education, banking, insurance, credit cards,
FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and insurance sectors
together account for 45% of the total advertising spend. In comparison to this, automotive,
travel and retail spend 37% of the total advertising revenue and financial service companies
spend 12% only. Some of the top spenders in India are automobiles, followed by brands like
Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.)
loans and Sunsilk. In addition to these the early adopters in the field of finance and IT are
also increasing their spending. Globally, the trend is that almost 60% of the revenue goes to
five firms- Goggle, Yahoo, Microsoft, AOL(America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India, portals like
indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting
major online spender.

This article explains demographic profile of Indian users. It also gives the comparison
between global trend and Indian trend, which is useful for my research work.

2. Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing.

Online banner advertising has great potential as an advertising medium. It is easy to create,
place and use. It offers companies targeting well educated, innovative, affluent males/females
or students with great potential for success as their segments are highly represented.

3. Jaffrey Graham45 has published his article entitled “Web advertising’s future e-Marketing
strategy” Morgan Stanley Dean Witter published an equity research report analysing the
Internet marketing and advertising industry. The report studies research from dozens of
companies and calculates the cost and effectiveness of advertising across various media.
Branding on the Internet works. For existing brands, the Internet is more effective in driving
recall than television, magazines, and newspapers and at least as good in generating product
interest.

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4. Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10). Social media has not only changed how people communicate online, but
it has also changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news,

entertainment, and products for consumption. (Ryan 2011: 15) The next chapters will explain
more about each of the world‘s current most widely used social medias. There are, of course,
many other social networks and applications (apps) available but considering the study, the
focus is on the main Medias.

5. Vikas Bondar has published his article on “sales and marketing strategies” Internet is a
really good thing. The Internet gives people a greater amount of information as we need. It is
the best way to get a comparison of the products that we need. If we are interested in buying,
it is best for us to check the Web sites. Also if we would like to make our own Web page we
can do this, without paying a lot of money. From where do we set all this information? The
answer is from advertising, which we see, everywhere: on TV, on the Internet, in the
newspapers and more. Year after year we get more and more new, interesting information
and in the future the Internet use will increase more than now. This article explains how
internet is useful tool for advertisement.

6. According to Garder‘s survey (2013), the top priority in digital marketing investment will
be to improve commerce experiences through social marketing, content creation and
management and mobile marketing. Key findings also revealed that a company’s marketing
success relies mostly on their website, social marketing, and digital advertising, which are all
parts of digital marketing. In addition, savings made by using digital marketing can be
reinvested elsewhere. Normally, companies spend 10 percent of their revenue on marketing
and 2.4 percent on digital marketing, which will increase to 9 percent in the future.

7. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of E-commerce on marketing”. Marketing is one of the business function most
dramatically affected by emerging information technologies. Internet is providing companies
new channels of communication and interaction. It can create closer yet more cost effective
relationships with customers in sales, marketing and customer support.

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 6. DIGITAL MARKETING

Meaning:

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, 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.

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6.1 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in
digital marketing also pull and push are types.

In push digital marketing the marketer sends a message without the recipient actively seeking
the content, such as display advertising on websites and news blogs. Email, text messaging
and web feeds with customized

Contents can also be classed as push digital marketing when the recipient has not actively
sought the marketing message. Push marketing allows you to target your demographics and
use your marketing dollars to promote your product to the people you know are interested in
what you have to sell. A push marketing campaign can be more expensive when it comes to
upfront costs, so you really need to be sure that your marketing is going to reach the right
people at the right time. Behaviour targeting is good example for push digital marketing.

6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a site to increase
the number of back links, or inbound links, social book marking, directory submission is the
SEO tactic.

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 SEO OR
ORGANIC

1.1 Directory submission

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL to theme related Directory like if your site is
Health Related you should Submit your site URL to Health related directories sites for getting
Back link from them.

Types of Directories:–There are basically three types of Directories Submissions

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 1. Paid or Featured Web Listing: – In this type of Directories Submission the
owner of Directories Site Will Charge for Submission and your link will
approved hand to hand or within 24 hours you will get fast back links from this
type of submission. Some sites offer this package for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one

charge for free or regular submission but there is no guarantee for getting
approved your link by Administrator and it will take lots of time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit

to your site when you activate Directory Link then Directory administrator will
approve your link.

Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many

software and tools are used to submit directories it will save time and with the
help of automated huge amount of submission done in short time.
2. Manually Directory Submission: – It is done by manually and it will take
lots of time to do directory submissions.

Process of Directories Submissions

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 1. Open a Directory Site
2. Click on Submit Link
3. Choose your link type like Reciprocal Link Free, Regular Link Free and
Featured Lifetime Link.
4. Fill your Site Title
5. Fill your Website URL
6. Fill Owner Name
7. Fill Owner E-mail id
8. Fill if you Choose Reciprocal Link
9. Fill Website Description
10.Choose Category related to your Site
11.Then Click on Submit Link

Then Confirmation Message will Display for your Submission and you will
received a confirmation mail you must confirm it by clicking that link some
sties send confirmation mail some doesn’t send it.

1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for
others to see because they find it interesting, valuable or cool. In a way, social
bookmarks are just like the bookmarks you already have on your private
computer. The difference between the two is that social bookmarks are saved to
the web where they can be easily shared while private bookmarks are saved to
your own browser. The idea behind social bookmarking is simple: post links on
popular social bookmarking websites to increase your own traffic and gain an
ongoing stream of new readers and customers. Content that are openly shared
with other Internet users literally have unlimited growth potential. For example,

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one link can quickly multiply and reach thousands of desktops across the world
if one user passes it on to others, and those users in turn do the same, and so on.
Online marketing has gravitated away from true-and-tried ad and affiliate
marketing toward the rapidly growing world of global social networking. Social
bookmarking is a great traffic-boosting search engine optimization (SEO)
strategy because it’s easy, effective and trendy.

2. SEM (Search Engine Marketing):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion
of websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.

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 SEM/PAID ADS

SEM/PAID ADS

There are four categories of methods and metrics used to optimize websites through search
engine marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in
the search engines, finding the most relevant and popular keywords for the site and its
products, and using those keywords on the site in a way that will generate and convert traffic.
A follow-on effect of keyword analysis and research is the search perception impact. Search
perception impact describes the identified impact of a brand's search results on consumer
perception, including title and Meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on search
engines (saturation) and how many backlinks the site has (popularity). It requires pages to
contain keywords people are looking for and ensure that they rank high enough in search

engine rankings. Most search engines include some form of link

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3. Back end tools, including Web analytic tools and HTML validators, provide data on a
website and its visitors and allow the success of a website to be measured. They range from
simple traffic counters to tools that work with log files and to more sophisticated tools that
are based on page tagging (putting JavaScript or an image on a page to track actions). These
tools can deliver conversion-related information. There are three major tools used by
EBSCO: (a) log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool:
WebSideStory's Hitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check
the invisible parts of websites, highlighting potential problems and many usability issues and
ensuring websites meet W3C code standards. Try to use more than one HTML validator or
spider simulator because each one tests, highlights, and reports on slightly different aspects of
your website.

4. Whois tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when
the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target
market. Content sites commonly charge a fixed price per click rather than use a bidding
system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites
or search engine results with related content that have agreed to show ads.

The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems to guard against abusive clicks by competitors or
corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated
by an advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This
value is based on the type of individual the advertiser is expecting to receive as a visitor to his

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or her website, and what the advertiser can gain from that visit, usually revenue, both in the
short term as well as in the long term. As with other forms of advertising targeting is key, and
factors that often play into PPC campaigns include the target's interest (often defined by a
search term they have entered into a search engine, or the content of a page that they are
browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time
that they are browsing.

2.1.1 Flat-rate PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click. In many cases the publisher has a rate card that lists the pay-per-click
(PPC) within different areas of their website or network. These various amounts are often
related to the content on pages, with content that generally attracts more valuable visitors
having a higher PPC than content that attracts less valuable visitors. However, in many cases
advertisers can negotiate lower rates, especially when committing to a long-term or high-
value contract. The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards. However, these rates are sometimes minimal, and
advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of targeting by
advertisers. In many cases, the entire core content of these sites is paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction. Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword. The winning
advertisers then pay for each click on their advertisement, based on the amount they bid. The
common practice amongst bid-based PPC websites such as Google Ad Words, is to charge a
small amount more than the next highest bidder.As you can see, Pay per Click can be a
massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive
clicks by corrupt web developers or competitors out to cost you additional money. If used
properly, you can find new customers with ease using Pay per Click. It might also be
beneficial to find a reputable pay per click company to assist you with your campaigns.

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3. SMM (Social Media Marketing):

Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The resulting
electronic word of mouth (eWoM) refers to any statement consumers share via the Internet
(e.g., web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media rather
than paid media.

3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each
participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.

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3.2 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform and
you should be too. In fact, people are 51% more likely to make a purchase after "liking" a
brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud that is
why make sure your content should be relevant to your audience and business.

Pros:
Facebook is a low-cost marketing strategy
Marketing activities that would cost thousands of dollars through other channels can be used
on Facebook for a fraction of the cost. This makes it ideal for small to medium businesses
with a limited marketing budget. Larger businesses can also trial marketing concepts and
themes through Facebook before committing to bigger campaigns.
Share basic information about your business
Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about
your staff, history, or any other aspect of your business that is likely to attract other
Facebook users and create interest in what you do.

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Provide customer support
Customers can post after-sales questions on your Facebook wall, and your staff can answer
them there. This is often more efficient than staff answering phone calls, and allows other
customers to read common questions and answers without having to approach you
individually.
Raise brand awareness and promote positive word-of-mouth
You can increase your business's profile on Facebook by encouraging existing and potential
customers to click the 'Like' button on your Facebook page. Once they like your page, your
customers will receive your updates on their wall, where their friends will also see them. This
helps to build awareness of your business, and to associate your friends with your brand.
Customers can also post positive messages about your products or services, shared on their
walls for all their friends to see.
Facebook can steer traffic to your website
You can include a link to your website on your Facebook page. Indeed, many businesses
report that the greatest benefit of Facebook is the extra traffic that it steers to their site.
Visitors who come to the website can be exposed to stronger marketing messages and, often,
the option of buying goods and services. Customers who come to your website from
Facebook are likely to be more receptive than the average visitor, because they already know
something about your business and were motivated to click the website link.
Targeted advertising
Facebook can analyse all the information that millions of users enter into their profiles.
As the owner of a business page, you can pay to use this information to deliver targeted
advertising to a specific group. For example, an outdoor store could use Facebook to
calculate how many men over a certain age in a certain city have listed 'fishing' as an
interest. Then they could develop an ad for new fishing lures, and pay for it to appear
only on the pages of those people. (Ads appear on the right-hand side pages in
Facebook.)

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Offer deals through Facebook Places
Facebook Places allows users to 'check in' on mobile devices at a particular place, so that
their friends can see their location on Facebook. Facebook Places also identifies popular
places close to where a user checks in. Businesses can use Facebook Places so that when a
user checks in to a neighbourhood, street or business, they receive a list of nearby businesses
offering deals (e.g. discounts, freebies, loyalty rewards). Businesses that have a Facebook
page are automatically included in the Facebook Places directory.

Cons:

Loss of Control
Facebook was designed as an interactive online forum that encourages members to share
information via photos, video clips, links and written posts. While account owners ultimately
have control of what remains on their public profile, there is little control over who posts
information or what those posts contain. It is relatively easy for a competitor, angry customer
or disgruntled employee to post accusatory comments that are inflammatory, derogatory or
otherwise slanderous to your business on your Facebook wall. Even well-meaning posters
may use language or photos that are not in line with the image you want to maintain for your
business. Maintaining vigilant control over the content that appears on your Facebook page
takes the time and effort of approved content monitors, which can be costly and time
consuming for small business owners.
Cost of Maintenance
Content pages must continually be updated with new information that readers will find
useful, beneficial or interesting for Facebook marketing to be effective. This requires
development of a detailed innovative social media marketing strategy a costly investment for
small advertising budgets. Facebook marketing strategies include video product
demonstrations, interactive forums and online contests, all of which must be created,
uploaded, monitored and maintained by a business owner, staff member or social media
advertising agency.
Competition
Marketing platforms executed via Facebook are open to easy duplication by competitors.
Rival business owners can easily pose as “friends” or “fans” to gain access to your content.
Photos, artwork and other images posted to your site are easily accessed and reused by
visitors and can show up in other places you may not approve of.

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Advertising Costs
While basic Facebook pages are free of charge for personal users, business accounts that
feature advertising opportunities come with a price tag attached. This added promotional
expense can be a disadvantage for small business owners.
Negative Content
Communicating with your clients or fans over Facebook sounds friendly in theory, but some
people may use your Facebook page as a venue to write offensive comments or post spam. A
user might even post false allegations about your business on your page for anyone to see. As
a result, your business needs to be monitoring its Facebook page frequently, ideally checking
each individual post. Even if you address these issues quickly, you'll never know how many
people saw the negative comments on the page and will associate that memory with your
business.
Subscriptions
Just because someone clicks "Like" on your page does not guarantee that she will see your
updates in her Facebook news feed. In an effort to give users more control over their
Facebook experience, the social networking site allows people to unsubscribe from a page's
updates. When a user unsubscribes from your updates, your new posts will be hidden from
her news feed, so she will only see your posts if she actively visits your page. This makes it
impossible to know exactly how many people are actually viewing your posts in their news
feeds, so you cannot accurately measure impressions.
Time Consumption
Utilizing a Facebook page as a part of your digital strategy is very time-consuming if done
right. In addition to watching out for negative comments, a business should respond promptly
to any questions or positive suggestions posed by customers. Because Facebook is up and
running 24 hours a day, posts may accumulate quickly. If a business's Facebook engagement
grows, it may even become necessary to designate an employee strictly to social media
duties. This might not be realistic for some companies, making it unreasonable to properly
manage a Facebook page.

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Thumb rules:

 Emphasize on visualization. Rich visuals make the best content and the best timelines.
‘Highlight’ posts to give them the full width of the Face book container. To make it
more attractive.
 ‘PIN’ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for.
 Analyse what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers.

3.3 Twitter marketing (A game of 140 characters)

Twitter’s flexible, real-time platform allows you to get creative and drive results at the same
time. Whether you’re looking to drive sales, increase brand awareness or launch a product.
Twitter marketing is not much popular than face book but still it has an impact on audience

The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.
1. HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username of

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whomever you want to mention in your Tweet, and it will appear in the Mentions section (in
the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.

3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom you
are responding. The reply will also be visible in the home timelines of people who follow
both you and the person to whom you sent the reply. Meaning, someone not in the
conversation has to follow both of the people replying to be able to read both sides of the
conversation.
4. RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the
original message to all of your followers.
5. LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box
and it will automatically be shortened to 19 characters. This makes it easier to fit long URLs
into the 140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something
that’s really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver
should be following each other.

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Pros:
The targeted market is most probably on Twitter:
Since a very large number of people use social network, there is a high probability that the
interested parties for the product you are advertising is in the virtual world. This is one great
advantage every business should try to make use of because if you are not using social
networks for advertising, then you are missing a large market.
Great way to research market:
With the growing popularity of the internet, market research has become easy. Instead of
spreading questionnaires or asking people oral questions, the use of social networks made it
easy by making it easier to create free surveys and posting the links so that people can
participate. This is a very easy way of doing market research, keeping in mind the fact that
the setting up the surveys won’t cost money and people can finish those surveys in less time
than the hard copy one.
Growth of social networking:
There is no doubt that the use of social networks is rapidly growing. What this means to
business is that, there are audience on the virtual world than the business could ever reach
through any other type of media. This is in fact one of the main advantages of using Twitter
and other social networks for businesses.
Easier way to pass info:
By just posting a 140 character tweets, a business would be passing more information than it
can do anywhere else. This costs less or almost nothing compared to other modes like
sending a mail or making a phone call. I also don’t know if this is true for everyone else, but I
may read lots of stuff online that I may not read if they were on a hard copy or somewhere
else.

Cons:
Spams and viruses:
When the use of the internet world has increased, the potential risks that one can obtain from
the internet have increased as well. What this means is spammers could spam your site or
worse than that, can find access to your information through social networks. Social networks
could be useful, but if not properly used, then they could lead to more problems.

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Using for business needs:
Twitter and other social networks are designed to be user friendly. On the other hand, there
are also applications and other aids that make it easier to use. One thing with social networks
is that businesses and individuals do not use it the same way. What this means is that
businesses need to learn how to efficiently and effectively use Twitter and other social
networks so that they could make the use out of it.
Limited space:
I think everyone who used Twitter or paid a little attention to how it’s used knows about the
140 characters thingy. This kind of space or limitation on character is not enough for most
business and this is where learning to effectively and efficiently twitter comes into place. On
the good side, may be this is good, because otherwise people won’t be in the mood to read a
whole blog most of the time.
Streamline nature of twitter:
It’s a common expectation of anyone who follows others on twitter not to follow everything.
One of the reasons this happens is because the tweets in twitter are designed to stream really
quickly and usually show the latest tweets. So some of times, some of the tweets one makes
or a business makes may lost in the long shuffle of tweets. Like I said before, this calls for
learning to use twitter effectively.
Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message
within 120 characters or less and leave atleast20 characters so that others can re-tweet
(RT).
 Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those
#Hash tags and invite followers to re-tweet.
 Posts with images have double the engagement of those without even though users
can’t see them until they click on them. It creates an interest among the audience.

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3.4 Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December 2002 and

launched on May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn
increased to 20 million members. As of June 2013, LinkedIn reports more than 259 million
acquired users in more than 200 countries and territories.
LinkedIn allows companies to create professional profiles for themselves as well as their
business to network and meet others. Through the use of widgets, members can promote their
various social networking activities, such as Twitter stream or blog entries of their product
pages, onto their LinkedIn profile page. LinkedIn provides its members the opportunity to
generate sales leads and business partners. Members can use “Company Pages” similar to
Facebook pages to create an area that will allow business owners to promote their products or
services and be able to interact with their customers. Due to spread of spam mail sent to job
seeker, leading companies prefer to use LinkedIn for employee's recruitment instead using
different job portals. Additionally, companies have voiced a preference for the amount of
information that can be gleaned from LinkedIn profile, versus a limited email.
Pros and Cons of social media marketing on LinkedIn
LinkedIn is one of today’s biggest social networks but it’s not exactly what you might call
“strictly social.” LinkedIn provides a great deal of exposure to businesses and can help find
new partners, business opportunities, or employees. Some might even call LinkedIn a social
network for business as it’s used mainly for “professional networking.” As a social platform
LinkedIn incorporates many social aspects, but its main focus is the business world. As a
result, many small business owners join LinkedIn with the hopes of expanding their ventures
and creating new connections that might prove beneficial. But like most things, LinkedIn has
its pros and cons.

Pros

• The first, most obvious benefit from using LinkedIn comes from the algorithmic
realm of SEO (search engine optimization). It’s yet another avenue that search
engines use to bring businesses in search query results. It’s the perfect tool to give
a business more exposure while also allowing it to expose the most crucial parts
of its business – the mission, the background, the members of the team, etc.

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 Increased SEO exposure leads to increased web traffic which, in turn, leads to an
increased conversion rate.

• LinkedIn is also a great way to stay up-to-date with the news from your industry
or field of interest. This is a major benefit it keeps you in the current loop,
indicates upcoming trends or big ideas, and provides a ripe stomping ground for
sharing experiences and advice among experts surrounding topics that are
important to the business. These easily accessible resources are invaluable to a
company, particularly smaller ones, due to its low cost and high beneficial value.

• LinkedIn is also a great asset because of the amount of information it gives about
a particular company or business. Similar to Facebook, LinkedIn will tell you all
the major data you need to know about a company as well as give you the
professional profiles of the individuals associated with the business – from
employees to investors. Access to this type of specific data and information
allows users to easily find potential partners or recruit new employees, saving you
a lot of time, energy, and resources.

• LinkedIn Answer also gives users the chance to demonstrate their knowledge and
skills in their respective field to establish themselves as credible experts with vast
knowledge and expertise. In turn, this is beneficial for LinkedIn users as it
positions them as experts and boosts the company’s credibility.

Cons:

• When looking at LinkedIn, it’s also important to be aware of and acknowledge its
cons. One of the major negatives is the way users use LinkedIn as an advertising
megaphone via SPAM so brace yourself for the slew of SPAM coming your way.

• Once established, LinkedIn is a major timesaver. But in the beginning, it requires

a lot of personal time and work version of LinkedIn, but that might not be an
option for smaller companies with a limited budget. to get your connections
flowing and conversations started. Users need to constantly ask others to be
introduced to companies and individuals they are interested in connecting with,
which can be cumbersome at times. Always keep in mind that LinkedIn is a
platform for connections and conversations so approach these tasks with the

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 outcome of building a business relationship in mind. This task can be sidestepped
with the paid

• Overall, LinkedIn is a solid platform for businesses and individuals. If you are
just getting started, keep these pros and cons in mind. If you do, your relationship
and experience with LinkedIn will prove beneficial.
• In our internship, we used LinkedIn to grow the professional network of Institute
of Digital Marketing. This institute not only provides knowledge but also do
business with its skill sets. LinkedIn helps in building great professional network
and in getting new businesses. Apart from the workshops and course classes,
Institute of Digital Marketing has some set of people who develops e-commerce
websites and optimizes them. Hence, in order to get business we have used
LinkedIn as a major platform.

• In LinkedIn groups, there will be discussions going on every time. So, we have
created a LinkedIn group and started discussions on various topics on digital
marketing. In the beginning the results were very slow since LinkedIn is strictly a
professional network and the targeted people might not

Show much interest here. As it goes on, our discussion has got a wide popularity
with students from different colleges asking questions and actively participating
in the discussion.

With this growing popularity on LinkedIn, slowly business started coming in. in the
beginning only small projects used to come like landing page creation, content creation, blog
postings etc. There were two big projects came during my internship tenure from Dharani
Computers and The Suntech Corporation for developing and managing the website and do
search engine optimization for them.

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3.5 Pinterest:
It is a visual discovery social network. It is a way of sharing images of anything, from fashion
to pets to pot plants. You can create your own online pinboards to suits any theme and share
it with likeminded people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are
female and aged between 25 and 44. So if you are targeting women pinterest is the right
platform. Pinterest is now one of the top 10 social networking sites tracked by Hit wise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating

boards that are culture and lifestyle related. You can create boards on trends, behind the

scenes, preliminary sketches for products.

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3.6 Instagram:
Instgram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.
When it comes to brands and businesses, Instagram goal is to help companies to reach
their respective audiences through captivating imagery in a rich, visual environment.
Moreover, Instagram provides a platform where user and company can communicate
publicly and directly, making itself an ideal platform for companies to connect with their
current and potential customers.

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3.7 Google +:
Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that
associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part of the
Identity service site, by interacting socially with Google+'s enhanced properties, like Gmail,
+1 button, and YouTube comments. In October 2013, Google counted 540 million active
users who used at least one Google+ service, of which 300 million users are active in "the
stream".

Pros:
With most marketers comfortable with using Facebook for their primary social media
marketing tactics they quite often don’t see the other opportunities. Here are some compelling
reasons to register and start using a Google+ page to complement your Facebook page, your
social media and digital marketing activities.
Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They
allow you to create online meetings that are limited to 10 active users but it allows you to
stream YouTube video to an unlimited number of viewers. Hangouts provide a way to engage
with small groups of customers that you may want to share important information and/or
educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is
from its Google ad words and search advertising. It doesn’t need to force you to pay to be
visible on Google+. Facebook has increasingly applied its Edge rank technology that filters

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the updates that are seen by people that have liked your brand’s “Facebook page”. Some
research shows it at less than 15% and shrinking. This is so they can force you to spend to
advertise on Facebook to get attention. It has become “pay to play” Google plus does not
filter (censor) your updates to followers that are following your page.
No ads
Point two leads to another advantage. There are no annoying advertisements on Google plus.
No distractions and no one wanting to sell you weight loss or dating services.

Social signals
Google wanted to enhance its search engine capabilities by having humans vote on what
content they liked. (That is the Google+ button). This is now built into Google’s search
algorithms to ensure that Google remains relevant on the web. This makes certain that your
content is receiving votes (social signals) when you are participating on Google+.
Search visibility By participating on Google plus you are increasing the visibility of your brand.
Ever searched for a brand or business and noticed what comes to the top of the rankings? It is all the
major social networks that appear on the first page. Also what should be considered is the importance
of securing your brand name on Google+, which is an important part of building your online digital
assets.

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It is the second largest social network
Google plus is no longer something to be ignored with over 600 million registered users and
over 350 million active monthly users. Many of your customers are now on Google+. That on
its own should be enough to make you motivated to participate. You do need to establish a
marketing beachhead on this significant platform.
Local marketing
Google has removed “Google Places” and now has created a “Google+ Places Page”. This
means that customers who are on Google+ can leave reviews for your business there. This
turns up on local search results. Now that is something you shouldn’t ignore if local location
marketing is vital for your retail store or business.
Integration with other Google properties
Google built Google+ from day one to be integrated into its other web properties. They
consider it as being “core” to its entire online strategy so it is woven into Gmail, the Chrome
browser, Picasa and YouTube. This integration will lead to more effective marketing over
time.

Cons:
Google Plus still has Relatively Low Reach
Google Plus still serves a much smaller market than Twitter and Facebook, and it is not
surprising that many customers cannot be reached through Google Plus. As such, many
potential customers will not see or be interested in your company’s Google Plus content on
your business page because they don’t want to use Google Plus.
Google’s Poor Social Media Track Record
This is a legitimate risk factor. Many of Google’s past forays into social media like Buzz and
Wave not only failed, but failed with scandals and controversy. There is a fair amount of
scepticism whether or not Google Plus is just another house of cards waiting to collapse, even
after several years of operation.

3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity
on the Internet, with over 1 billion visits to YouTube daily and over 100 million videos
watched daily. And it's easy for anyone who sees your video to rate it and share it with his
Social Network.

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Pros:
Vast Audiences for your Video

The success of any business depend upon its visibility and youtube gives you that very much
required exposure with little or no effort at all. It is just the matter of selection of uploading
your video under right place, under right category. So it is very easy and more likely to reach
masses when you use youtube for your videos, and hence chances of clever video to grab
viewers’ attention and go viral, is quite high on youtube, when self-hosted videos(websites).
Anybody can embed videos on their websites, blogs etc. and if good, your video will also be
approachable from outside of youtube. In case you want your video to be viewed by selected
number of people. You can do that by making it private.
Save Dollars with Free Video Hosting

If you are planning to host your videos on your own video hosting server or thinking about
getting licence from a video platform then you have to take in account, this extra burden of
dollars on your wallet. Though Google don’t promote commercial video sharing but has now
made an amendment in the terms and conditions for sharing original contents of brands. It
is one time investment and you would be happy to upload your content on YouTube as you
are still saving the additional design and functional costs. Hence, if you compare the current
cost for licences of video platform YouTube brand channel is a smart bet.

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The ease to use it
Though we all get motivated enough to cross all hurdles and do hard work, when we decide
to do some serious business but why to choose a harder path when similar results can be
achieved with an easy and fair option. This is the reason why YouTube is a favourite option.
All you need is to follow some very basic and simple steps to upload your video(s). Create an
account, sign-in, upload and before you blink you are on YouTube. You can easily upload a
video via a flip video camera or your smartphone within minutes. In fact if user is
interested in just watching a video no registration is required. Yes! It is as simple as that.
Links and Web Traffic
Not only sales but web traffic for the video (actually website) is also very important for any
business based on web. You don’t have to bring people to visit your video instead YouTube
brings them for you and if you are lucky enough and your content go viral (i.e. your content
liked by (exponentially increasing) high number of people) then if you are on YouTube other
website will embed your video to make themselves more optimized for searches. As
mentioned earlier YouTube is owned by Google who is Father of all search engines also
uses its owned sites for searches so definitely your network is quite strong, when you are on
YouTube.
Large Bandwidth and sustainability
YouTube is a dedicated website from the well-established giant Google, and it has its own
dedicated servers to handle hell load of traffic (hundreds of thousands or millions of visitors
over a short period of time). Consider the case when your video goes viral and you start
getting whooping number of hits, then will arise the need of substantial amount of bandwidth
to handle such a heavy traffic. So if you are not using YouTube, you are in trouble, and
unfortunately instead of being happy you would be in a panic situation due to the potential
low bandwidth of your website. Of course, it is wise to use YouTube when the whole world
is interested in your video(s).

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Number, length, size of Videos
Today YouTube if the world’s dominant resource and repository for videos and luckily there
is no limit on the number of videos you can upload, which is not possible if you are using
some other licenced video platform. You may say 15 minutes which is the current allowed
length of a video is less for your content. Is it really? Anything effective can be presented
even in lesser time but if you think otherwise then all you need to do is to break your content
in different videos logically and upload them in parts instead of a single video. Is it not cool?
For video, 2GB size is good amount and it is the current size you can upload on YouTube.
Basically a standard sized video will easily fit on YouTube.
Feedback is Important
If we don’t listen to others and analyse their suggestions or comments about our work, we
can’t learn and survive in this competitive environment. YouTube allows viewers to provide
comments for the videos and hence you are in direct touch with live audiences and potential
customers. Importantly al the comments are emailed to you and in case you want to delete
any comment, you can do it easily.

Easy navigation and supported Formats

There are several ways one can search for videos on YouTube – by keyword, by topic or by
simply scanning the most popular video’s list. If you like the work of some producer, simply
subscribe and no more searching would be required for that producer. YouTube uses Adobe
Flash to play back videos which is a standard format supported by most browsers (IE,
Firefox, Safari, and Opera).
You can upload most popular video formats: .WMV, .AVI, .MOV, and .MPG files which are
automatically converted to flash. People can reach YouTube videos through their mobile
devices as well. Point is, when a popular service is easy and can be commonly used then it is
wise to host your videos on that website.

Cons:
Concept overrides content Good content is not as necessary as good concept in video-
making. To get thousands of views and drive visitors to your YouTube video, you have to
inject a great concept that makes them almost forget how they were led to the site. Learn how
to remix videos and audios and create the element of surprise. Break down long clips to
shorter and bite-sized ones to appeal to a larger audience. Make your ads outright and
amazing. You can use title optimization by using intriguing headlines that would make them
want to find out more about your topic.

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Requires more attraction
Users of the Internet usually just scan text-based content to find the information and get to the
core of the content immediately. Realize that in videos, this cannot entirely be applied.
Viewers watch videos from beginning to end and not jump from one segment to another to
find meaning in the video. Hence, the intro of your video must be alluring enough to get them
continue watching until the end or until you have made your point get across.
Make it snappy and no longer than three minutes. Else, especially for those with slow Internet
connection and those with shorter attention spans, users will more likely to just press the X
button and move on to the next video.
Fresher uploaded videos result from the search hits
Typically in Google searches, the more aged the blog post is, the more it gets brought up
to the top results page. This is because the page has incurred more backlinks and has
increased credibility rate online. In comparison, YouTube searches don’t act that way.
Rather, it considers the newest videos as the top-rated hits. There is what’s called the
“freshness” factor in every video. So in order for your videos to rank high and produce
the honors, you must either resubmit or re-upload them whenever you got the time and
remove the older video. Note also that in YouTube, videos only have a shelf life of two
days before it is moved out from the Daily Most Viewed list to the Weekly Most Viewed.
So the key here is to make sure that it’s getting viewed more and more each day, to stay
on top. Marketing through YouTube videos can be one of the effective ways on how to
take advantage of the fact that people are visual. Videos can entertain your viewers or
followers than textual content. However, when done wrong, they will only be bored and
may hit on the Unsubscribe button.

4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a
wide range of different formats and contains items such as texts, images, flash, video and
audio. The main purpose is to deliver general advertisements and brand messages to the plus
40 million people connected to the Internet each month.

It is important to choose the right format because it will help to make the most of the
medium. It is also possible to add:

 Video

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 Expendables: flash files that expand when the user interacts on mouse over
 Overlays: ads that appear and that it is possible to remove clicking a close button;
 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by
the creative.

Standard size

IAB has also created a universal standard for display ad sizes Page text. There are four
dimensions that have been decided as universal and are respectively:

 Banner 728 x 90
 Rectangle 336 x 280
 Skyscraper 160 x 600
 Square 250 x 250

5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process
include
 Undertake the comprehensive research and analysis the online content.

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  Track your users’ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

6. MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information
that promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to
reach the consumer. SMS initially received negative media coverage in many parts of Europe
for being a new form of spam as some advertisers purchased lists and sent unsolicited content
to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS
has become the most popular branch of the Mobile Marketing industry with several 100
million advertising SMS sent out every month.

6.1Ways of mobile marketing:

MMS
MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This
mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones
produced with a color screen are capable of sending and receiving standard MMS message.
Brands are able to both send (mobile terminated) and receive (mobile originated) rich content
through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some
networks, brands are also able to sponsor messages that are sent P2P (person-to-person).

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing

campaigns at House of Blues venues, where the brand allows the consumer to send their
mobile photos to the LED board in real-time as well as blog their images online.

Push notifications
Push notifications were first introduced to smartphones by Apple with the advent of
the iPhone in 2007. They were later further popularized with the Android operational system,
where the notifications are shown on the top of the screen. It has helped application owners to
communicate directly with their end users in a simple and effective way.

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APP Based marketing
With the increasingly widespread use of smartphones, app usage has also greatly increased.
Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a
marketing resource. This allows for direct engagement, payment, and targeted advertising.
There is a lot of competition in this field as well. However, just like other services, it is not
easy anymore to rule the mobile application market.

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D
games, massive multi-player games and social networking games. This means a trend
towards more complex and more sophisticated, richer game play. On the other side, there are
the so-called casual games, i.e. games that are very simple and very easy to play. Most
mobile games today are such casual games and this will probably stay so for quite a while to
come.

Brands are now delivering promotional messages within mobile games or sponsoring entire
games to drive consumer engagement. This is known as mobile advergaming or Ad-funded
mobile game.

Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also
an option. The Mobile Marketing Association provides a set of guidelines and standards that
give the recommended format of ads, presentation, and metrics used in reporting. Google,
Yahoo, and other major mobile content providers have been selling advertising placement on
their properties for years already as of the time of this writing. Advertising networks focused
on mobile properties, SMS resellers and advertisers are also available. Additionally, web
forms on web pages can be used to integrate with mobile texting sources for reminders about
meetings, seminars and other important events that assume users are not always at their
computers. In addition Mobile websites are another aspect of mobile web marketing and can
be a tool than can used to help make purchasing goods and services easier as well as create
better communication opportunities between trades.

QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their
phone's camera, instead of manually entering a URL. The resultant URLs typically include

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tracking features which would be unwieldy if typed by the customer. Originally approved as
an ISS standard in 1997, Denso-Wave first

Developed the standard for tracking automobile parts in Japan. QR codes have been growing
in popularity in Asia and Europe, but have been slow to be adopted in North America. Some
high-profile QR campaigns in the United States have included billboards by Calvin
Klein in Times Square, QR codes for every SKU in Home Depot and Best Buy stores, and
a scavenger hunt promoting Starbucks and Lady Gaga. Apple pass book Implemented as a
native app for iOS6, has employed QR codes as one of the ways that the iPhone (or iPod
Touch) users can take a real world action. I.e. scan the Barcode on their Passbook Pass. In
addition to QR codes, the Passbook (application) also supports PDF417 and Aztec 2D
Barcodes.

User controlled media

Mobile marketing differs from most other forms of marketing communication in that it is
often user (consumer) initiated (mobile originated, or MO) message, and requires the express
consent of the consumer to receive future communications. A call delivered from a server
(business) to a user (consumer) is called a mobile terminated (MT) message. This
infrastructure points to a trend set by mobile marketing of consumer controlled marketing
communications.

Due to the demands for more user controlled media, mobile messaging infrastructure
providers have responded by developing architectures that offer applications to operators
with more freedom for the users, as opposed to the network-controlled media. Along with
these advances to user-controlled Mobile Messaging 2.0, blog events throughout the world
have been implemented in order to launch popularity in the latest advances in mobile
technology. In June 2007, Air wide Solutions became the official sponsor for the Mobile
Messaging 2.0 blog that provides the opinions of many through the discussion of mobility
with freedom. GPS plays an important role in location-based marketing.

7. EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people
using email. In its broadest sense, every email sent to a potential or current customer could be
considered email marketing. It usually involves using email to send ads, request business, or

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solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email
marketing can be done to either sold lists or a current customer database. Broadly, the term is
usually used to refer to sending email messages with the purpose of enhancing the
relationship of a merchant with its current or previous customers, to encourage customer
loyalty and repeat business, acquiring new customers or convincing current customers to
purchase something immediately, and adding advertisements to email messages sent by other
companies to their customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails
Transactional emails are usually triggered based on a customer’s action with a company. To
be qualified as transactional or relationship messages, these communications' primary
purpose must be "to facilitate, complete, or confirm a commercial transactions that the
recipient has previously agreed to enter into with the Sender", along with a few other narrow
definitions of transactional messaging. Triggered transactional messages include dropped
basket messages, password reset emails, purchase or order confirmation emails, order status
emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action
that triggered it. But, due to its high open rates (51.3% compared to 36.6% for email
newsletters), transactional emails are an opportunity to engage customers: to introduce or
extend the email relationship with customers or subscribers, to anticipate and answer
questions or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives
companies the ability to include promotional messages within the body of transactional
emails. There are also software vendors that offer specialized transactional email marketing
services, which include providing targeted and personalized transactional email messages and
running specific marketing campaigns (such as customer referral programs).

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 7. AIDMA AS AISAS IN DIGITAL ERA
AIDMA widely accepted model describing the psychological process leading up to the
consumer’s decision to purchase a product. This model is similar to AIDA model. The
AIDMA Model was first advocated by Roland Hall, an American economist, around 1920.

According to this model, there are five key processes: Attention, in which the consumer first
notices the product or advertisement, followed by Interest, Desire, Memory, and Action. This
model has been used extensively in the advertising and marketing industries.

Attraction Interest Desire Memory Action

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was
developed to observe behaviours based on the understanding that the Internet has become
prevalent, and that consumers now have access to environments in which they can obtain and
transmit information themselves.

In this model, the key processes are: Attention, in which the consumer first notices the
product or advertisement, followed by Interest. After this, the consumer Searches for
information, and then makes a purchase (Action), after which information is shared with
others. In comparison to “AIDMA,” the psychological process has become more compact,
and the Action process has expanded.

Attraction Interest Search Action Share

These changes are shown how presences in digital are important for brands. Brands can able
to create awareness and internet without digital. But it will not lead to action in current
scenario. Customers need more information in present era; they are information seeker and
always search for best deal. Brands can’t sustain without digital media.

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Advantages of Digital Marketing
Digital Advertising is increasingly an inherent budgetary component of many organizations
today. Organizations of all sizes use the medium to promote their products and services. So
well, why do so many organizations use the medium? Simply put, it is due to the numerous
advantages that online advertising offers. These are discussed in the paragraphs ahead.

Reach

The ability of the online medium to target a certain demographic of users is one of the
greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. It’s not only cost effective to achieve a
wider geographic area but the ads can also be targeted to the desired audience. For example,
if an advertiser is keen on selling his or her products targeted to a certain demographic of
people, it is quite possible through online advertising. Digital advertising has matured to the
extent that web publishers, media agencies and advertisers themselves know the optimal
ways and websites for a certain category of products or services.

Measurement

With various tools becoming available, tracking effectiveness of ad campaigns is becoming

possible today. In other words, measuring Return of Investment (ROI) is increasingly
possible today. Organizations that were previously reluctant to spend online, now realize that
the online medium does offer means to alleviate any such fears. Moreover, when properly
designed online marketing campaigns generate the desired results, advertisers are further
encouraged to continue advertising online.

Interactive and Engagement

The Internet is arguably the most interactive and engaging medium among various others.
Interactive campaigns have become a norm with the power of the online medium. One such
advertisement worth mentioning is the campaign by AXE where the end user could alter the
smile of a woman as he/she liked to i.e. in an interactive framework. The advertisement
struck an instant chord with the youth to which AXE the brand is positioned for Customers
are basically just a click away from the advertisers. In other words, direct response between
end users and advertisers is possible through the online medium.

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Time

Through the Internet, an advertiser can reach a desired target group or demographic in a
much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
marketing, the online medium can be an effective means of achieving it. Even otherwise i.e.
for regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.

Cost
When compared to traditional forms of advertising, digital advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time,
advertisers are charged only when visitors click on their ads. The various payment models are
discussed in detail in the next section.

7.1 Monetary term in Digital Marketing

 Cost –Per- Action (CPA): Cost of advertising based on a visitor taking some
specifically defined action in response to an ad. “Action” include such thing as a
sales, transaction, a customer acquisition or a click.

 Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

 Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or views’.

 Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed

price each time a user clicks on their advertisement. The cost for the click is often
negotiated through auction, with ad placement determined by the relative size of the
bid, as well as other factors.

 Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing
for specific keyword search term for a fee.

 Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount
per lead.

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 8. DIGITAL MARKETING IMPACT ON REVENUE
GENERATION
Digital marketing is a new trend in marketing, unlike traditional marketing most of
companies not use their own marketing channels for digital marketing mostly it can be
outsourced to third parties like digital marketing agencies like odigma consultancy ltd.
Companies like odigma generating revenue using digital marketing it has great impact on
revenue model of these companies. Spending’s of various companies on digital marketing is a
revenue for digital marketing agencies like odigma.

8.1 Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At
the high end, for global enterprises, are the agency holding companies with hundreds of full-
service digital agencies around the world. There are also boutique and specialty agencies that
provide channel-specific digital marketing services such as mobile messaging programs,
social media marketing, or SEO link-building campaigns. And there are agencies that focus
on strategy and professional services, such as branding or web design. Like any organization,
each type of agency has its own strengths, weaknesses, and culture. Digital agencies also can
be differentiated by their focus on professional services versus proprietary technology
platforms. Agencies that emphasize their professional services capabilities recommend and
use third-party technology such as PPC campaign management platforms, SEO tools, and
social media management platforms to manage their clients’ data and digital campaigns.
These agencies view their role as strategists that can analyse and interpret data to provide
actionable results and achieve their clients’ goals. Agencies that develop and offer proprietary
tools view their platforms as a competitive advantage over third-party toolsets that are widely
available. The plethora of digital channels has left many advertisers drowning in data. By
providing technology platforms that are built and customized to client needs, these agencies
believe they are providing unique and critical automation tools that collect, analyse, and
optimize data for their clients.

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8.2 The Benefits of working with a digital agency

Agencies owned by large media or holding companies can provide the following benefits:

 Diversity of capabilities from co-owned media properties.

 Built-in sister agency relationships and priority referrals.

 In-network efficiencies.

Working with a specialty or boutique agency offers unique benefits as well, including:

 More granular channel strategy and tactical expertise.

 Client access to agency decision makers and top personnel.
 Lower spending minimums

Various surveys showing that spending of companies on digital marketing is increasing every
year, here is survey says

8.3. Gartner Survey Reveals Digital Marketing Budgets Will Increase By

10 Percent in 2014
Digital marketing budgets will rise by 10 percent in 2014, following a double digit
percentage increase in 2013, according to a survey of marketing executives by Gartner, Inc.
The survey found that, on average, companies spent 10.7 percent of their annual 2013
revenue on overall marketing activities, with digital marketing spending averaging 3.1
percent of revenue.
These findings are included in Gartner's Digital Marketing Spending report that is based on a
survey of 285 individuals but answering mainly for their entire organization. Respondents
represent organizations with more than $500 million in annual revenue (average revenue $4.4
billion) across eight industries: financial services and insurance, high-tech, communications,
manufacturing, media, retail, government and healthcare. The survey took place from July
through September 2013. The report examines how marketers are allocating their budgets,
what activities are contributing to marketing success and other factors.
"Marketing leaders are securing bigger budgets to define markets, develop offerings, and
attract, acquire and retain customers," said Yvonne Genovese, managing vice president at
Gartner. "Digital marketing is taking an increasing share of the marketing budget with annual

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digital marketing operating budgets totaling 3.1 percent of a company's revenue in 2013, as
compared with 2.6 percent in 2012, representing a 20 percent increase."
Eleven percent of respondents said they spent more than half of their marketing budgets on
digital activities in 2013 compared with only 3.0 percent in 2012. Digital marketing
represented an average of 28.5 percent of the total marketing budget in 2013, as compared
with 25.5 percent in 2012.
A further survey finding was that 77 percent of companies have a chief customer officer
(CCO) or the equivalent. Customer touch points include websites, mobile apps, social
profiles, directory listings, on-site search, email interactions, communities, call center and
more hence, the increasing popularity of the role of the chief customer officer to help guide
the customer right through the buying cycle and beyond.
Eighty-one percent of organizations were also found to have a chief marketing technologist in
2013, up from 70 percent in 2012.

When it comes to budget allocation, marketing leaders support a diverse, and increasingly
complex, marketing mix. The survey found that 12.2 percent the biggest share of their digital
marketing budget was allocated to digital advertising in 2013, just as in 2012. However,
marketers continue to wrestle with digital advertising's effectiveness. Industry associations,
advertising agencies, media, technology, and metrics providers and brand advertisers are all
working to address this concern by improving attribution models and cracking down on
phony Web traffic. Design, development and maintenance of the corporate website account
for the second-largest share of digital marketing budgets as the increase of inbound marketing
channels such as social networks, customer forums and the blogosphere creates more traffic
on the corporate website. Digital commerce, social marketing and mobile marketing three
activities that increasingly overlap are closely tied for the third-largest share of digital
marketing budgets.
In 2014, marketers plan to make long overdue expenditures for mobile marketing tools and
techniques.
This survey report shows market share of digital marketing budget in marketing budget
increasing every year, we can make money by utilizing the need of digital marketing. By
starting a digital agency you can generate large amount of revenue with less amount of
investment. Odigma also did the same, CEO Advit Sahadev identified the opportunity and
started odigma which stands online digital marketing consultancy which fulfill digital

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marketing needs of various companies they charge as per their performance and based on fee
structures as I mentioned above.

8.4 Digital agency fee structures

Agency free structures vary widely, even within client accounts. It is not uncommon for a
client to compensate their agency using different fee structures for different types of media
campaigns. For example, a common agency fee model for paid media work is percentage of
spend. Typically, an agency will be paid 10-20% of a client’s digital media spend on paid
search or display advertising campaigns. Smaller clients may pay a higher percentage, while
enterprise clients may pay a smaller percentage due to the larger dollar volume of their
accounts. Generally digital agencies like odigma charge their clients for maintaining their
digital presence this is how they make money, necessity of digital presence for companies let
the digital agencies to make money. Different sorts of agencies advertising agencies use
different models.

Methods of Charging Clients

1.Project based clients:

Often used for smaller agencies, smaller brands and typically for agencies that do one
specific part of the mix, e.g. A digital agency. But even a large agency would have some
clients on this basis. Normally there would be a Scope of Work, this would come with an
estimate to do that one set job. This estimate would normally be based on the people, how
many hours they work, and what their hourly rate is. But there would like be

Some pass through costs for physical goods, for services from other companies etc. The profit
the agency makes comes entirely from the gap between the hourly rates of what they pay
people.
2. Retained agencies:

Sometimes there is a fee based on a percentage of media spend, but this is largely dying.
Sometimes it's a project team, where you buy a certain number of people, a certain
percentage of their time, for a quarter or year. These hourly rates work the same way as the
team for the SOW above. Sometimes there is an amount of money put aside for time and

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costs and the Agency manages this time and cost to serve the client. A sort of pay as you go
model. With all of the above, there is an increasing move towards pay for performance. So
it's likely that any of the sorts of agreements in a retained structure, will allow for a bonus to

be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other criteria, and
often a mixture of them.

 Fee-based or retainer-based models are quickly gaining traction, most often at the
expense of commission-based compensation among large brands and their agencies.
The Association of National Advertisers’ 2013 Trends in Agency Compensation
Survey found that fee-based agreements have grown to 81% of all compensation
agreements, while commission-based compensation has fallen to just 5% of all
compensation agreements. The two compensation models have been on opposite
trajectories since 1994, according to the ANA survey, when commission-based models
represented 61% of all agreements, and fee-based models accounted for 35% of
agency compensation agreements.

 Fee-based models have become more attractive because they provide predictable
expenses for marketers and advertisers, particularly on long-term accounts that
require ongoing maintenance, such as monitoring SEO rankings or social media
content. Retainers may also encourage agencies to test new campaign strategies and
tactics, knowing that they will be compensated for their time regardless of results.

Digital marketing budgets total 2.5% of revenue and will increase 9% this year. Marketing
leaders have secured bigger budgets to define markets and attract, acquire and retain
customers. Yet, increased funding is a double-edged sword. It brings new opportunities but
puts more pressure on marketers to deliver and prove a return on the investments.

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 9. RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.

 Understanding why it is so weak.
 Identifying what solutions would be better for particular client.
 How to improve their presence, etc.

Managerial Aspect of the problem:

 To define SWOT for the client.

 To define their requirements and the corresponding solutions.
 To define the gap analysis for the client.

Business Aspect of the problem:

 To find better business opportunity for ROW.

 To resolve the client’s problem in terms of ROI.
 Competitive benefits and bets pricing offering.

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 10. FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of
digital marketing.
2. With the study of digital marketing I came to its emergence and extreme growth in
today’s scenario.
3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are bet-
ter than others.
4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
5. It is easier to approach a company’s if you first send them an E-mailer to related sec-
tor and then call them in fact sometimes the company itself call having seen the E-
mailer.
6. Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.
7. Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.
8. Indian consumers have high tendency to go for online purchase. They have high affin-
ity to go online for electronic products and apparels.
9. One of the current trends in Indian youth and young Indians are watching the T.V pro-
grams via online portals. May be the main reason is convenience of time, they can
watch programs which they had skipped due to some reasons.
10. The same thing is happening for the newspaper also, people have more affinity to-
wards online news portals. Here's the reason may be they can get news updates very
early; they don’t need to wait for daily newspapers.
11. In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.
12. More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96%
of samples have an internet connection is any of these gadgets, this showing the pen-
etration of internet in India.

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13. If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.
14. 33% of the samples are using these gadgets while they are with their friends, so just
think about the reach. If one person noticed something which is cool and awesome
they will surely communicate to others.

15. 25% of the samples are using these gadgets while watching T.V; it’s again a barrier
for brands which use TVC only. 21% of the samples are using this gadget for chatting
and 16% are using for surfing. What they are surfing? It can be about a product, local
events or locations...etc.
16. In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.
17. More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers.
18. 48% of samples are telling they give more importance to online ads and 34 % of
samples give importance to T.V.C.
19. From the first part of this research itself, we know that customers are highly informa-
tion seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two way communication channel
for customers.
20. 22% of the samples do research through their lap or PC before purchasing a product
from the retail shop and 21% do research via mobile.
21. Most of the Indians prefer to purchase from a retail shop only, but before going to re-
tail shop they will seek information about the product through an online platform.
Here is actually change happens in consumer buying journey, early times consumer
belief a product only after seeing the product in a retail shop.
22. But now Indian customers want to get conviction about a product before going to re-
tail shop. So from a marketers view they want to convince their customers before go-
ing to a retail shop.
23. Brands want to build a cool presence over digital platforms because the customer will
do research about the product after seeing an ad or after getting stimulated.
24. Brands are getting more touch points to reach target group in a cost effective manner.

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 25. How do you get information about new Products?

Other Sources 7%

News 13%

Advertisements 40%

Family 10%

Friends 30%

 Samples showing that 40% of people get to know about new products through
advertisements and followed by friends means reference group

26. Do you Collect information before purchasing the products?

5%

Yes
No

95%

 Survey results showing that 95% of people collect information before purchasing the
products. Only few people don’t bother about info before purchasing product.

27. What type of information will you collect?

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 Customer's
21%
Experience

Quantity 11%

Attributes 10%

Quality 32%

Price 26%

 Survey results showing that people who said they collect information before
purchasing product they mainly concern about the product quality and price least
concern about attributes.

28. Did you ever purchase from an online site?

19%

Yes
No
81%

 Question asked to most of young people and 81% people said they buy from online
site and only few people said they never purchased from online because of reliability
issues.

29. If yes, then what type of product / services did you purchase online?

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 Electronic 22%

Books 11%

Travel products 17%

Fashion accessories 19%

Kichen an home items 2%

Toys 2%

Sport equipments 11%

Gifts 13%

Automotives 3%

 People who said they purchase products from online they purchase electronic
products, followed by fashion and travel accessories through online.

30. Do you watch television?

7%

YES
NO

93%

 Question asked to various age people and most of them said yes about 93% people
said they watch television only 7% said NO to television.

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31. Do you watch television programs through online?

47% Yes
53% No

 Survey results showing that almost equal percentage of results.53% people watch TV
programs through online.

32. Do you read Newspapers?

7%

YES
NO

93%

 Question asked to various age people 93% people said they read newspaper only few
people said no to reading newspaper

33. Do you read the News through online?

26%

YES
No

74%

 93% people said YES to reading newspapers, 74% are reading newspapers through
online portals and only 26% people said NO to read newspaper through online.

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34. Do you have mobile phone?

1%

YES
NO

99%

 Question asked to various age people maximum number of people said yes that they
have mobile phone 99% answered YES that they have mobile phone.

35. Do you have a laptop or PC?

6%

YES
NO

94%

 This survey sample collected from students and working professional and 94% people
said they have laptop or PC.only 6% don’t have laptop or PC.

77
36. Do you have a tablet?

30%

YES
NO

70%

 Question asked to same students and working professionals and collected results that
70% people have tablet only 30% people don’t have tablet.

37. Do you have an internet connection in any of the above mentioned gadgets?

4%

YES
NO

96%

 Question asked to people who said YES to above asked questions and 96% people
have internet connection to any of those gadgets only 4% people using gadgets
without internet connection.

38. When do you use these gadgets?

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 With friends 33%

College 26%

Office 16%

Watching T.V 25%

 Survey results showing that 33% of people using gadgets when they are with friends
and while watching TV.

39. What you do with these gadgets?

Chatting 21%

Watch Videos 14%

E- books 6%

Blogging 6%

News reading 11%

Shopping 12%

Surfing 16%

Games 14%

 Survey results showing that 21% use these gadgets for chatting, 16% for surfing and
14% for watch videos & games.

40. Do you ever notice advertisement?

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 3%

YES NO

97%

 97% of the samples are seeing ads, among them 35% of samples noticed ads through
online media, 22% on TVC and 17% on Newspapers

41. If yes, from where?

Radio 6%

OOH 6%

Magazines 14%

Newspaper 17%

Online Ads (Banner & Videos) 35%

TV 22%

 35% People notice advertisements from online ads and TV and OOH takes less part.

42. Mention one from of media, which you give more importance?

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 11. LEARNINGS

 Get to know about challenges and opportunities for digital marketing in India.
 Gain basic understanding of SEO, SEM, SMM, ORM, etc.
 Fulfilling each and every requirement of client is very important regardless of whether
that requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 I was able to put in practice what I have learnt in my first year of marketing management
curriculum.
 Leadership quality, it’s all about the impact you have on other people. You need to have
leaders within an organization. Leaders will deal with the customer, project, etc. as a
leader.
 Healthy Competition forced to do better job the trick is to learn from your competitors
quicker than they can learn from you. Always look for your competitors’ strengths.
 Digital marketing work is all about a team work and it always try to give best out of all.
 Time management is the big management lesson I have learnt as make individual more
divert to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.
 Every day same task, but the situations are different
It’s not only from my experience, but also from my observation. All colleagues are doing
the same type of work, but the situation is different. Sometime they have problem with a
client, but on the next day they problems with vendors or with creative team. While com-
ing to me, my first month was more concentrated with pitch presentation. Industry or cli-
ents are different or requirements of the client are different, but contents or the flow of
pitch presentations are same.
 Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do
some task. In those situations I observed my colleagues to know how they are doing it
and I understood the importance of observation.

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 12. CONCLUSION
The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital
platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for
engagement, brands can increase their customers or they can retain their existing customers.
Digital platforms help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making

money through digital advertising raising of digital marketing consciousness making money
for digital agencies by which they are booming and making more money with small
investments.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

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