The growth of Digital market

Abstract
Digital marketing is rapidly growing in India, with many Indian
companies utilizing it for competitive advantage. The internet plays a
crucial role in digital marketing, creating numerous new channels for
advertising and marketing through its widespread use in both business
and private sectors. This article primarily examines the current growth of
digital marketing. The study aims to uncover trends related to the rise of
digital marketing. It considers the perspectives of three groups:
consumers, companies, and third-party agencies. The findings indicate
that all these groups agree on the necessity of internet awareness for the
advancement of digital marketing.

Keywords – Digital Marketing; ; Digital Media; Marketing; Promotions;

Digital Advertising

INTRODUCTION
Digital marketing involves promoting goods or services through
electronic devices. It is often referred to as 'online advertising', 'internet
advertising', or 'web advertising', and it uses digital technologies to
market products. This form of marketing centers around internet-based
promotional messages aimed at consumers. Digital technologies include
the internet, mobile phones, and other digital media. The concept of
digital marketing emerged in 1981 when IBM launched the first PC, and
Channel Net Soft Advertising Group, an ad firm, introduced digital
advertising by integrating various ad campaigns with digital tools. This
led to promotional efforts like Reader Reply Cards in magazines, which
offered multimedia content on floppy disks (Kamal, 2016). The
following figure illustrates the evolution and history of digital
marketing. Digital marketing encompasses a robust set of tools and
methods for promoting products and services online. It includes a
broader range of marketing elements than traditional business marketing
due to the additional channels and mechanisms available online. Digital
marketing evolves rapidly, requiring a strong foundation in critical
thinking, independent action, and relentless creativity. The internet plays
a crucial role in making life easier and faster, and in the current
landscape, digital marketing is highly significant.

ONLINE MARKETING IN INDIA :-

As of July 2018, India had around 450 million internet users, making up
40% of the population. The industry consensus is that growth is at a
tipping point. In India, cash on delivery is the most popular payment
method, accounting for 75% of e-retail transactions. Given the country's
rapidly growing economy, significant growth in digital marketing
careers is anticipated. The rise in online marketing trends is having a
substantial impact on marketing and advertising. The use of
communication tools has evolved considerably in recent years. Several
factors contribute to the growth of digital marketing in India. Previously,
internet usage was primarily for the wealthy, but there has been a
significant lifestyle change among the middle class, who now have
widespread internet access. The advent of the internet and 3G has
revolutionized marketing for both consumers and marketers. A survey
indicates the size of the digital marketing industry in India:
• By 2018, 34% of companies had an integrated digital marketing
strategy.
• 72% of marketers believe that traditional marketing models are no
longer sufficient, predicting a 30% increase in company revenue by the
end of 2019.
• In 2019, 80% of businesses planned to increase their digital marketing
budgets, potentially surpassing their IT budgets.
However, illiteracy remains a barrier, as many people still do not trust
online payment methods and lack computer education. Additionally, the
lack of English language skills and other foreign languages hinders their
ability to market online in global markets.

Some facts about Indian Digital Marketing Industry :-

According to a report by IAMAI and Boston Consulting Group, India
has one of the largest and fastest-growing internet user populations
globally, with 500 million users as of June 2018 and rapidly increasing.
✓ It is estimated that the number of internet users in India will surpass
512 million by 2022.
✓ The Direct Marketing Association states that the digital marketing
industry in India is valued at 12046 crores.
✓ According to Marketer, advertising on mobile phones and tablets
reached $59 billion in 2018.
✓ A report in The Hindustan Times, New Delhi, indicates that the digital
advertising space in India is worth Rs. 6000 crore, with Rs. 1600 crore
attributed to video, projected to grow to Rs. 8100 crore by 2016.
Research firm eMarketer predicts that ecommerce sales in India will
increase from $14 billion in 2015 to $71.94 billion by 2022. Among
Asia-Pacific countries, India is the fastest-growing in the retail
ecommerce sector. The combined gross merchandise value of the top
three ecommerce platforms in India (Flipkart, Amazon, and Snapdeal)
was $13.8 billion in 2015, exceeding the $12.6 billion total of the top 10
offline retailers for the same period.

The availability of the internet has expanded the scope of digital

marketing in India and fostered the growth of other digital industries
such as ecommerce and digital advertising. The latest trends in digital
marketing in India, including web usage, mobile and search, social
networking, shopping, and online video, are shaping the Indian digital
marketplace. In 2013, the number of internet users in India was 17.6
million, growing rapidly at a rate of 31%. India has become the world's
third-largest internet population, surpassing Japan. Mobile internet users
grew by 111% in 2012 and by 63% in 2013. India registered a year-on-
year growth of 28% in 2012 and 39% in 2013 in the number of users,
with the total number of internet users surpassing 500 million in 2018.
In December 2007, the digital commerce market stood at Rs. 8,146 crore
and it was of worth Rs. 47,349 crore by December 2012. By December
2013, digital commerce in India grew to a whopping Rs. 62,967 crore.
The segment Witnessed 35 percent growth between December 2011 and
December 2012 while it grew by 33 percent between December 2012
and December 2013. 60% of web users in India visit online retail sites,
out of that 34% visit for the consumer durables products, 30%
forApparel and accessories, 15% for books, 10% for the beauty And
personal care products and 6% visit for home and Furnishing products.
Over 50 percent of sales in these Product categories takes place in non-
metro cities.
86% Indian web users visit a social networking site.
• An average user spending 214 minutes on Facebook.
• The number of Facebook visitors are increased by 28% In the last 12
months.
• 59,642,000 users visited Facebook on their PC’s.
• Facebook continues to be the number one social network Site and
LinkedIn as number two, while Pinterest and Tumblr are the fastest
growing networks.
• 74% of internet users in India visited an entertainment Site
• 31.5 million viewers watched videos on YouTube Making it the
number one destination for videos
• 27% increase in the India online video Audience over a Year
• 54,025,000 people watched an online video on their PC’s
Indian companies are using digital marketing to sustain in Competitive
market.

Impact of technology growth on traditional marketing:-

Due to technologies advancing at an exponential rate, the Marketing
paradigm has shifted to newer and different Aspect. Now, more customer
and content centric approachesAre being delivered on the digital
platform. Earlier,Traditional marketing like advertising, public relations,
Branding and corporate communications, lead generation Etc. broadly
relied on television, radio, telephone and print Media and telephone as a
medium for delivery. However, on the other side, the aim of reaching to
a targeted Audience is achieved by modern marketing techniques
Leverage their power of Internet and social media. Modern Marketing
techniques are cost effective as they provide Marketing platform with
ability to reach millions of Customers in a very short time span.
Businesses which invest
Heavily only on their digital marketing as their major Marketing
delivery tool, can gradually hike their overall Marketing success. For
success of any marketing campaign it should fully Encapture the
capabilities of various marketing techniques Available under the label of
the traditional and modern Marketing. To effectively reach the identified
market Segments and convert them into paying consumers activities
Like push marketing, lead generation, launch events and trade Shows,
television and print media can be used to integrate With social
computing, customized content and control Budget etc. The businesses
need to rethink about their Marketing strategies and lay out a multi-
channel marketing Plan due to the steady rise of social media, changing
business Landscapes and introduction of more educated customers, so
As to carefully lay out an optimal mix of both the modern and
Traditional techniques best suited for the business.

Reasons for failure of digital marketing in startups:-

The most probable reasons for the failure of digital Marketing in startups
are as listed:-
Measuring the Cost per Acquisition: Entire focus of Measurability is on
increasing reach in terms of views and Visitors. A large percent of
business owners fail to define key Metrics and do not put relevant
structure including using Relevant tools to measure the progress of their
digital
Marketing campaigns. While reach is necessary, but it is not
Sufficient. Imagine if your website receives more than
Double the traffic of your competitors but if your website Conversions
are less than half of your competitors – you Would still be having lower
returns than your competitors. Paying attention towards the entire
customer funnel so as to Meet your ultimate objectives is the key to
success in Leveraging digital media.
Believe that Digital Marketing belongs to Technology Department: -A
large number of startup founders do not Believe that digital marketing is
a marketing function but Mistake it by treating it as a technology piece.
Although Digital marketing leverages technology for reasons such as
Measurability or scaling up, it is still a marketing function. Expecting
from technical team to create success of digital Marketing is an obvious
recipe for failure. Even large Corporations are the victims of such
treatment of digital Marketing let alone the newbies.
Think that outsourcing is the solution:- One of the reasons For high
failure rate of agency-client relationships is the Wrong assumptions
made by the big companies that the Outsourcing will take care of the end
to end execution. This Problem is bigger with the large corporation
which majorly Rely on them. However, this can be avoided by educating
Clients about the appropriate approach to leverage digital Helping them
to restructure their thinking and processes Related to digital marketing
and help it grow.
Hiring a Digital Marketing professional on your Ignorance:- Without
having much clarity on overall digital Marketing, hiring one or more
digital marketing experts is Almost similar to outsourcing digital
marketing Responsibility to an external agency. Startups or
marketing Professionals have to realize that they have an important role
To play in creating digital marketing strategy, whether they Want to
work with an external agency or build an in-house Team.
Adhering to Social Media because everyone else is doing:-Just because
Social Media is the talk of the town is not a Sufficient reason for a
startup to invest in it. The choice of The media based on business
objective and clear Demarcations can truly help gain popularity and can
be Rightly used to promote one’s brand. A large organization can Use
Search Engine Marketing as it is more appropriate for a Startup if lead
generation is the primary objective.
Expect overnight Success: -Although digital media is a Powerful
weapon to accelerate business growth, a Sustainable success in digital
marketing however normally Takes few months if not more and this
journey to success Involves few failures. However, influenced by mind-
Blowing statistics associated with digital media platforms And by ever
growing number of online businesses, every Organization who travels
upon the journey of digital Marketing believes that it is like a magical
wand, which will Somehow solve their sales and marketing objectives
Overnight. But, expecting quick results normally lead to Giving up on
the not-so-visible but real progress campaign, Which would have
produced desired goals if given the proper. Time it requires. Digital
Marketing avenues such as Search Engine Optimization (SEO) require
couple of months before A business can see good results.
Underestimate the importance of Content:- The Requirement for regular
flow of high quality and relevant
Content is highly underestimated by a large percentage of Small
businesses entering the digital marketing campaigns.So, when faced
with scarcity of content, either these Businesses end up compromising
the valuable key things or End up giving up their digital marketing
campaigns.
Commandments of Digital Marketing
Consider Digital strategy as a part of Brand Strategy:- Generally, for
brands, there are mainly two drawbacks. Either the digital strategies are
created in a complete vacuum From the overall brand strategy, or worse,
no digital strategy Is crafted at all. Since digital is the main adhering
force that Ties the entirety of a marketing plan and tactics together,
Anything that happens online needs to ladder up to the higher Objectives
of the brand. An effective digital strategy is Basically composed of a
group of sub strategies so as to Effectively plan and account for owned,
earned, shared and Paid assets.

Innovating the Brands: -Goal around innovation is most Basic for

majority of the brands and that important because Innovations drives the
business forward. However,Innovation means better not new. Your
strategy should help You select your tactics not should not be the other
way round.If you are seeking to use a tool or platform because you think
It is innovative and if you cannot identify how or why it Works for your
audience, you are destined to fail.

Put Interest of the Consumer First than Own: -Users crave

Value, utility and having their needs met. But, looking at the Darker
side, marketers approach digital from the mindset of Their own (or their
brand) objectives. This can be elucidated By the onlinee programmes,
where fractions of a second can Make or break a potential engagement.
Instead of focusing On your needs, if you try and determine what your
users want And how you can possibly insert your brand or your content
Into their lives in a way that makes sense along with the Completion of
your motive. This would result in great Success.

Do not imitate your competitors:- Just because your Competitor is doing

something, does not mean you should Too. Bringing up new strategies to
go about things can make You stand out from the crowd.

Acknowledge the importance of Smart Phone and Tablet: -Usage of

mobile phone and tablet has increased Extensively. About 85% of HCP’s
are using a tablet in their Practice and 1 in 3 people in the US now own a
tablet as well. Increasing use of smart phones means your brand is better
And ready to provide mobile optimized content, tools and Resources for
your users. This will help in marketing and will Make it easy to operate.

Understand the Difference between Metrics and Analysis:- This term is

most often confused with. There is Difference between metrics and
analysis. Metrics are just
Data, just some number whereas analysis tells you what to do Next.
Google analytics may be free but cannot give you any Insight into what
the numbers mean or where to go from Here. Too often marketers collect
(or simply ignore) data and Give no thought (or budget) into
understanding it. So, the Digital medium allows you to be nimble and
react to your Users with far greater speed and efficiency.

Maintain healthy relationship with stakeholders:- Treat Your employees,

suppliers and distributors etc. as a partner. Healthy company – client
relationships are a true partnership Where everyone feels comfortable
bringing ideas and co-Authoring success. The famous saying, “Give
respect, take Respect” comes true in this scenario. If you treat them with
Due respect, they will provide you with definite success. With their help
if you succeed, tell them. When they screw Up, do the same. This
feedback mechanism is must for a Healthy growth and relationship
between the employees and The company.

The objectives of this study are as follows:-

1. To study the role of digital marketing In Indian scenario.

2. To identify various reasons and Schemes that affecting the growth

of Digital marketing.

REVIEW OF LITERATURE

Sharad Madhukar Dashaputre (2011), in His thesis “A study of the

growth of internet Marketing in Indian scenario” came to Conclusion
that an increase in the use of internet and mobile has resulted for the
Increase in the growth of internet marketing. Based on their study all the
respondents agree That internet is mandatory for the growth of Online
marketing and hence people should be Given awareness of internet.
Most of them Strongly agree that traditional marketing will Be replaced
by online marketing in the near Future.
Susanne Schwarzl and Monika Grabowska (2015), in their study on the
topic “Online marketing strategies: the future is Here” said that studying
the customers’ Behavior is important in all the type of Marketing
activities. Whether it is online or Offline customers behave in the same
way. An Apt strategy should be used for bringing the Attention of
customers. No company Activities move without internet. So it is
Important to have at least one online Department for the company’s web
presence. The main goal of company should be to Create a clear defined
brand which represents The companies values and catch potential
Buyers and loyal consumers attention offline As well as online.
Niharika Satinder (2015), in their journal “A study on internet marketing
in India: Challenges and Opportunities” says that Online marketing
develops a greater Opportunity to get information relating to Customers
as compared to traditional Methods of marketing. In the next few years
Online marketing will strengthen more and Makes the shopping habits
pf the people more Efficient and world class. Because of the use Of
credit cards the online shopping became Easier.
Vladislav Yurovsky, in his study “Pros And Cons of Internet marketing”
came to a Conclusion that there are advantages as well As disadvantages
for internet marketing. Some of the advantages are empowering Effect,
elimination of geographic barriers, Target reaching, immediate results,
cost Effective, reaching wider or international Auditory, measurable
result, can be Personalized, relationship build, 24 hours/ 7 Days
availability. Internet marketing also Have some disadvantages such as
copying, Too much add cutter, unserious perception, Unconformity to
the product, too much Competition, and damage by negative Feedback,
technological dependence, and Were not embraced by all people and
lack of Trust.
D.K Gangeshwar (2013) in his journal, “E-commerce or internet
marketing: a Business review from Indian Context”, Remarked that the
present developed in online Marketing would be a valuable addition to
Researcher and academicians and useful Theory for practitioners,
advertisers and Entrepreneurs. In the next three to five years India will
have 30 to 70 million internet users Which will equal many of the
developing Countries. E-commerce is set to play a very
Important role in the 21st century, the new Opportunities that will be
thrown open, will Be accessible to both large corporations and Small
companies.

Dr.Amit Singh Rathore, Mr.Mohit Pant, Mr. Chetan Sharma (2017), in

their article “Emerging trends in Digital marketing in India” says that the
consumers are looking And searching more on internet to find the Best
products and services from the sellers Around India. By different
techniques of Digital marketing such as search engine Optimization
(SEO), search engine marketing (SEM), content marketing, influencer
Marketing, e-commerce marketing, campaign Marketing, social
marketing etc. the shopping Speed of the customers have been increased
Vastly. The usage of social media has created New opportunities for
digital marketers to Attract the customers through digital Platform.
DATA COLLECTION :-
Consumers – The sample size of 1000 Consumers from different
walk of life and With different age group were taken. Of the Total
sample of 1000 consumers, about 88% Of responses were face to face
i.e. by Contacting them personally, about 4% were Contacted on
Telephone and 8% by means of Email.

Companies – The sample size of 100 Companies was targeted for this
study. Of These 100 companies, 50% from service Sector, 31% of
companies were from Manufacturing sector, 12% from IT sector, 6%
from educational sector and 1% from
Testing and research. Based on the turnover of The company(in Rs)
about 46% companies Were found to have turnover upto Rs 5Cr,
21% between Rs 5 Cr to Rs 50 Cr,17% Between Rs 50 Cr to Rs 100 Cr
and 16% with Rs 100 Cr and above.
Third Party Agency – The number of 3rd Party agency in today’s scenario
is less and Thus sample size of 10 for 3rd party diggital Marketing
agencies was finalized. Of these 10 agencies were from Mumbai, 2 each
from Pune and Noida, 1 each from Gurgaon, Jaipur And Bangalore.

CONCLUSION
Almost all the respondents agree that the Increase in use of internet and
mobile has Resulted for the increase in the growth of Digital Marketing.
Hence with the increase in Use of internet it is largely observed now a
Days that the consumer’s inclination to have Access towards Digital
Marketing is Increasing significantly.Finally to conclude the finding of
this Research work it can be noted that the growth Of digital marketing
is certainly a phenomena Experienced by almost all the respondents. The
growth of digital marketing is directly Related to the increase in the use
of internet. Hence the effect of internet era is experienced In marketing
sector. The only variation found between Traditional marketing and
digital marketing is That there is no compulsion of channel Network in
digital marketing. Most of the Respondents have judged the importance
of Digital marketing and hence have commented That in near future the
potential of digital Marketing is bound to increase and also this Will
generate more revenue for companies.
Most of the respondents agree that digital Marketing will be successful
in coming days.The scope for digital marketing has increased in last few
Years in India. People have different views about it. But the Fact is, this
digital marketing has tremendous potential to Increase in sales of any
business. One should have Knowledge to implement it in right way.
Anyone can take Advantages by increased brand value and customer’s
loyalty With effective digital media plan. Digital marketing Campaign
helps in cost reduction, boost inbound Competitions and better ranking
in search engines.

REFERENCES
[1] Kamal Y (2016), Study of Trend in Digital Marketing and Evolution
of Digital Marketing Strategies, International Journal of Engineering
Science and Computing, Volume 6, Issue 5.
[2] Sharad Madhukar Dashaputre (2011), “A Study of the growth of
Internet Marketing in Indian Scenario”, Tilak Maharashtra
Vidyapeeth, Pune, pp. 89 – 92.
[3] Susanne Schwarzl and Monika Grabowska (2015), “Online
Marketing Strategies: the future is Here”, Journal of international
Studies, Volume: 8, No.2, pp.187 –196.
[4] Niharika Satinder (2015), “A Study of Internet Marketing in India:
Challenges and Opportunities”, International Journal of Science
Pramana Research JournalTechnology and Management,
Volume: 4, Issue: 11, pp. 265 – 273.
[5] Vladislav Yurovsky, “Pros and Cons Of Internet Marketing”,
Research Paper in Turiba University (Latvia), pp. 1 – 12.
[6] D.K Gangeshwar, “E – Commerce or Internet Marketing: A Business
Review from Indian Context”, International Journal of Service, Science
and Technology, Volume: 6, Issue: 6, pp.187 – 194.
[7] Dr. Amit Singh Rathore, Mr. Mohit Pant and Mr. Chetan Sharma
(2017), “Emerging Trends in Digital Marketing in India”, International
Conference on Innovative Research In Science, Technology and
Management, pp. 107 – 115.