Chapter 1

“A STUDY ON DIGITAL MARKETING OF SUNNESS CAPITAL

INDIA PRIVATE LIMITED”

INTRODUCTION

Digital Marketing is an umbrella term for the targeted, measurable, and

interactive marketing of products or services using digital technologies to reach consumers.
The key objective is to promote brands through various forms of digital media. It is
embodied by an extensive selection of service, product and brand marketing tactics, which
mainly use the Internet as a core promotional medium, in addition to mobile and traditional
TV and radio.
Digital marketing includes Internet marketing techniques, such as search engine
optimization (SEO), search engine marketing (SEM) and link building. It also extends to
non-internet channels that provide digital media, such as mobile phones
(both SMS and MMS), callback and on-hold mobile ring tones, social media marketing,
display advertising, e–books, optical disks and games, and any other form of digital media.

Need of the study

1) To increase the online presence of www.sunness.in
2) To increase the sales of various financial services offered by the website such as
Insurance, derivates, equity shares.
3) To enhance the online reputation of www.sunness.in by increasing traffic and
coming in 1st page of Google.
4) To ascertain which type of online advertising is preferred by consumers.

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Objective of the study:
1. To understand how Digital marketing helps to reach vast audience.
2. To know how digital marketing helps corporate sector in brand building.
3. To analyze how Online advertising is measurable.
4. To understand on Digital Marketing tools and strategies used in doing online business.
5. To understand customer perception on online services.

Scope of the study-

1. It helps to know that which publicity media gives maximum information to the
customers.
2. The study also helps the company to manage their competition in the near future.
3. It also helps in putting possible improvements, additions for the customers.
4. It also puts a detailed insight into the different aspects of the company, such as
service, position and finance etc.

METHOD OF THE STUDY:

For the purpose of study, data was collected by survey method with the aid of
questioning and keeping in mind the objective of the study. Thus, primary data was the
basis for obtaining the objectives and the secondary data were relied for the written
literature, hence different data collection methods were used for the purpose of the research.
The following steps are the main steps carried out in the data collection process.
 Deciding on type of information required for the investigation.
 Establishing the facts that are available at present and the additional facts required
for the study.
 Identification of the sources from where the information can be gathered.
 Selection of appropriate data collection method.

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Data Sources-
 Primary sources-

Primary data means that collecting the data for the first time for the survey directly
from the sample or population as per the requirement.
To obtain primary data through description research which is also called survey
method, to carry out sample survey of existing and prospective customers.
 Interviews
 Questionnaire
 Observation

 Secondary sources-

The secondary data consists of information that has been already exists and has been
collected for some specific purpose previously.
 Websites
 Articles
 Social media
 Annual reports
 Books
 Journals

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Type of Research-
Descriptive Research
Descriptive studies are used to describe various aspects of the occurrence. In its standard
format, descriptive research is used to describe features and/or behavior of sample
population.
Descriptive studies are closely associated with observational studies, but they are not
limited with observation data collection method, and case studies, as well as, surveys can
also be specified as popular data collection methods used with descriptive studies.
 Observation data collection
 Surveys-Questionnaire

Three main purposes of descriptive studies can be explained as describing, explaining, and
validating research findings.

Sampling Plan-
 Sampling unit- They are Individuals and corporate, existing, and prospective
customers.
 Sample Size- 100 unit
 Sampling technique- non- profitability convenience sampling

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 Review of Literature

1) Digital marketing strategies that Millennials find appealing, motivating, or just

annoying

Katherine Taken Smith(Sept 21st 2010):

With the increasing usage of digital media by consumers, more companies are using digital
marketing to reach their target markets. The purpose of this study is to examine various
marketing strategies that are commonly used in digital media and ascertain which ones are
preferred by Millennials and are effective in influencing behavior. Millennials have been
identified as a driving force behind online shopping. While there have been numerous
studies about online advertising, there has been little academic research focused on what
types of digital marketing strategies are preferred by Millennials and which ones influence
their behavior.

2) Digital Content Marketing: A Literature Synthesis

Nina Koiso-Kanttila(9/Aug/2010)
Purely digital products are increasingly part of the commercial landscape. Technology-
facilitated environments in general have received considerable attention in the literature on
marketing. This article reviews the existing knowledge base on digital products and the
differences these products suggest for marketing activities. It first positions digital content
in relation to other offerings, then further analyzes the marketing implications with an
adjusted marketing mix framework. The key characteristics of the digital content identified
are information recombination, accessibility, navigation interaction, speed, and essentially
zero marginal cost.

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 3) DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B
INDUSTRIAL SECTION.

JÄRVINEN, JOEL(2012)

This study contributes to the emerging B2B digital marketing literature by providing a
realistic overview of the usage, measurement practices, and barriers surrounding digital
marketing in the era of social media. Investigating 145 B2B firms from various industries
reveals that despite the interest in social media, companies continue to focus on one-
directional communications with established digital tools. Furthermore, the results indicate
that the advances in digital measurement tools remain largely unexploited, and the firms
lack the human resources and know-how to make the most of opportunities provided by the
developing digital environment. The implications of the study suggest that B2B companies
should update their capabilities with respect to digital marketing usage and measurement in
order to adapt current practices to fit the characteristics of today's digital media landscape.

4) A review of internet marketing research over the past 20 years and future
research direction

Nadia Pomirleanu (2013)

The 20‐year review of marketing and selected business journals examines the internet
marketing literature to determine how the literature has evolved in terms of quantity,
publication outlets, and content. This article aims to provide a comprehensive review
of the internet marketing literature. It offers a big picture view of the current state of
the internet marketing literature and gives readers a sense of the quantity of internet
marketing articles published, how this research has evolved in terms of content and the
scope of this research.

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 5) Facebook: A literature review
Ralf Caers, Tim De Feyter, Marijke De Couck
First Published September 11, 2013

This article provides a critical review of scientific, peer reviewed, articles on Facebook
between 2006 and 2012. The review shows that while there are yet numerous articles on
various aspects of the social media network site, there are still many gaps to be filled.
Also, due to the limited scope of many articles (in sample sizes as well as in the number
of countries included in the farming) and frequent changes to Facebook’s design and
features, it is not only necessary to revisit many of these articles but also to integrate
their research findings. The review ends with a critical discussion and directions for
future research.

6) Marketing opportunities in the digital world

G. Reza Kiani(2006)
With the birth of the World Wide Web (WWW), the current decade has
witnessed epic evolution in the media environment, and indicates that electronic
commerce (e-commerce), defined as the electronic exchange of information,
goods, services, bills, and payments, has finally come of age.

7) Understanding digital content marketing

Jennifer Rowley(Feb 1st 2010)

This article argues that as the importance of digital content to business and society grows it
is important seek a holistic perspective on the definition and nature of digital content
marketing (DCM).It helps to display the content and client can find the information of
content of products Along the journey it becomes evident that a recurrent theme in DCM is
customer value, and this leads into the second major contribution of the article, an
exploration of the notion of customer value in digital content marketplaces.

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 8) Marketing on the Internet — who can benefit from an online marketing
approach?

Melody Y Kiang(Jan 2000)

The research builds upon the literature in electronic commerce and past research in
marketing with the objective of understanding factors that impact a product's adaptability to
online marketing.

9) Understanding Digital Markets: Review and Assesment

Michael D. Smith (Oct 2001)

As the Internet develops into a robust channel for commerce, it will be important to
understand the characteristics of electronic markets. Businesses, consumers, government
regulators, and academic researchers face a variety of questions when analyzing these
nascent markets. Will electronic markets have less friction than comparable conventional
markets? What factors lead to dispersion in Internet prices? What are the major electronic
commerce developments to watch in the coming years? This paper addresses these
questions by reviewing current academic research, discussing the implications of this
research, and proposing areas for future study.

10) Business to business digital content marketing: marketers’ perceptions of

best practice Geraint Holliman (2014)

This paper aims to draw attention to the emerging phenomenon of business to business
(B2B) digital content marketing, offers a range of insights and reflections on good
practice and contributes to theoretical understanding of the role of digital content in
marketing. B2B digital content marketing is an inbound marketing technique and hence
offers a solution to the declining effectiveness of traditional interruptive marketing
techniques.

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 11) WebDigital: A Web-based hybrid intelligent knowledge automation system for
developing digital marketing strategies
Shuliang Li(August 2011)

This paper presents a Web-based hybrid knowledge automation system, called Web
Digital (created by the first and second named authors), for formulating digital marketing
strategies. Within this system, various digital marketing strategy models are computerized,
adapted and extended.

12) Social Media as a Marketing Tool: A Literature Review

Holly Paquette(2013)

In today’s technology driven world, social media networking sites have become an avenue
where retailers can extend their marketing campaigns to a wider range of consumers and
can explores the product. Chi (2011, 46) defines social media marketing as a “connection
between brands and consumers, [while] offering a personal channel and currency for user
centered networking and social interaction.”

13) Email Marketing: Success Factors

Ruth Rettie(2000)

Email marketing is increasingly recognized as an effective internet marketing tool. Our

paper reviews the email marketing literature which highlights the importance of obtaining
recipients permission. Email marketing is compared with other forms of direct and Internet
marketing, identifying its advantages. We identify the factors that have been found to
increase response rate in direct marketing and direct mail.

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 14) The Effects of the Social Structure of Digital Networks on Viral Marketing
Performance

Mauro Bampo (July 14, 2006)

Viral marketing is a form of peer-to-peer communication in which individuals are

encouraged to pass on promotional messages within their social networks. Conventional
wisdom holds that the viral marketing process is both random and unmanageable. In this
paper, we deconstruct the process and investigate the formation of the activated digital
network as distinct from the underlying social network.

15) Digital marketing: a phenomenon that rules the modern world

Hima Vamanan Nair

In today’s highly informational and technological world the word digital has become very
much familiar and an absolute essential part of life. Now when it comes to Digital
Marketing the world around has changed the mind set for traditional marketing
environment and is in the process of accepting the conversion of real world into virtual
world. In this research, the researcher has tried to elucidate the concept of digital marketing,
why digital marketing is significant, how digital market functions, and to explore benefits
of the same. This research is a descriptive one and is based on secondary information. This
research is useful for the academicians, students and industrialists in order to accustom
them with the notion of digital marketing.

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Limitations of the study:

 The marketer will not be able to use personal interaction to influence the audience as
the marketing is completely based on the advertisement and the information that the
advertisement might lead to (websites, blogs and other channels).

 One of the challenges that Internet marketers face (as does the general public) is that
many internet products are outright scams or promoted with deception making it
difficult to know which one is worth buying. This is especially the case with products
that are supposed to train or aid Internet marketers in making money.

 The sample size is limited to 100 Internet users hence the result of the study
cannot be taken as universal.

 Findings of the survey are based on the assumption that the respondents have
given correct information.

 Since the respondents had to fill the questionnaire while busy with their hectic
schedule, many people were reluctant to answer.

 The study was conducted only in Bangalore City and therefore, several other
potential samples outside the city were neglected

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 Chapter-2
Company Profile

Profile-
Type Marketing Communications Network
Industry Advertising, marketing, brand management
Founded India, 2009
Headquarters Tamilnadu, Mangalore
Key people Pramod.B.K : Regional Head

Website www.sunness.in

Introduction-
SUNNESS CAPITAL INDIA PRIVATE LIMITED(SCIPL), was incorporated in 2009,
is an active capital firm that specializes in investments.SCIPL is headquartered in
Bangalore with branch office in Mangalore.SCIPL is an investment management firm that
maximizes return on investment, offering stake holders a unique conduit of risk-controlled
high return on investment. Our approach to equities continues to be through value-oriented,
fundamental research and disciplined portfolio management. This commitment to deep,
fundamental research across the product spectrum underpins a long-term investment
philosophy which is a hallmark of our culture. We are committed to our goal of providing
solid, consistent returns through all market cycles.

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 We believe our success is not only a result of our firm’s vision, but of the prudent
investment philosophy that guides the way we balance risk with reward. It’s an approach
that has stood the toughest test of all the Time. SCIPL’s unique approach to investing
maximizes return on capital, offering investors a unique conduit into risk-controlled high
return investments

Our Values:

VISION “Ensuring the Nurture life style”

MISSION “Uncompromised Services”

PRODUCTS & SERVICES:

Equity

Investing in shares or stock market is inarguably the best route to long-term wealth
accumulation. However, it can also be a very risky proposition due to high risk-return trade-
off prevalent in the stock market. Hence, it is more appropriate to take help of an experienced
and trustworthy expert who will guide you as to when, where and how to invest.
Sunness Capital India Pvt. Ltd provides guidance in the exciting world of stock market with
suitable trading solutions and value-added tools and services to enhance your trading
experience

Our Services
Online Trading
 Excellent online products tailored for traders & investors
 Customized single screen Market Watch for multiple exchanges, MCX & NCDEX
with BSE ,NSE &MCX-SX
 Streaming quotes
 Real-time rates
 Flash news & intra-day Research reports
 Intra-day & historical charts with technical tools
 Online research

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Quality Research
 Wide range of daily, weekly and special Research reports
 Expert Sector Analysts with professional industry experience

Advisory
 Real-time market information with News updates
 Investment Advisory services
 Dedicated Relationship Managers

The Derivative

The derivative segment is a highly lucrative market that gives investors an opportunity to
earn superlative profits or losses by paying a nominal amount of margin. Over past few
years, future & options segment has emerged as a popular medium for trading in financial
markets. Future contracts are available on Equities, Indices, Currency and Commodities.

Sunness with its membership as Trading and Clearing Member of NSE F&O Segment and
BSE Derivatives Segment, provides you a gateway to the exciting world of derivative
market.

Commodities Derivative market has emerged as a new avenue for investors to create
wealth. Today, Commodities have evolved as the next best option after stocks and bonds for
diversifying the portfolio. Based on the fundamentals of demand and supply, Commodities
form a separate asset class offering Investors, Arbitrageurs and Speculators immense
potential to earn returns.

Sunness aims to harness the immense potential of the Commodities market by providing
you a simple yet effective interface, research and knowledge.

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SUNNESS ADVANTAGE:
SCIPL provides user-friendly online platforms for commodity trading in the leading
commodity exchanges

Top quality Research

 In house research on more than 25 commodities
 Highly skilled Analysts with professional industry experience
 Daily, Weekly and Monthly Research Reports

Pro-active Relationship Management

 Active advisory desk
 Efficient & nationwide network
 Seminars, workshops and investment camps for investors

Enjoy the dual benefits of trading and depository services under one roof and experience
efficient, risk-free and prompt depository service. SCIPL is registered as a Depository
Participant with CDSL. SCIPL is also a member of the Bombay Stock Exchange (BSE),
National Stock Exchange (NSE) and the two leading Commodity Exchanges in the
country–NCDEX & MCX.

Advantage
 Automated pay-in facility
 Access information – Anytime, Anywhere
 Quarterly Demat statements with valuation
 Statements on demand
 View Demat A/C statement online
 Competitive transaction charges

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Enjoy exclusive benefits by registering with us:

 No risk of loss, wrong transfer, mutilation or theft of share certificates

 Hassle free automated pay-in of your sell obligation with no need for physical
instruction
 Reduced paper work
 Speedy settlement process resulting in increased liquidity of your securities
 Instant disbursement of non-cash benefits like Bonus and Rights
 Efficient pledge mechanism
 Wide branch coverage
 Personalized services of trained Help desk
 No charges for extra Transaction statement and Holding statement

SWOT Analysis-
Strengths-
1. Strong network in India
2. Satisfying the need of the clients
3. Meeting up the client requirement in time
4. Innovation & creative in advertisement segment
5. Quality in advertisement
6. Global exposure with higher rewards & appreciation
7. Efficient team work environment
8. Expertise and experienced workforce

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Weaknesses-
1. Market share is limited due to many competitors
2. Geographic penetration is also limited

Opportunities-
1. Online advertising is a new source of revenue
2. Adapting new strategies for market research brings in more revenues
3. Decentralized decision making is helpful as local marketing needs vary from one
region to another
4. Entering in global market to attract global clients

Threats-
1. Increasing lawsuits due to sheer negligence in preparation of ads
2. Recession may hit the industry as cut is primarily on marketing budget of corporates
3. Cut-throat competition offered by other players in the industry
4. Challenging stiff competition from its competitors from both domestic and
international levels
5. Changes in the taste and preferences of clients

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 Chapter 3
Theoretical Background of the Study

INTRODUCTION TO MARKETING:
The development of marketing is evolutionary rather than revolutionary. There is no single
answer to the question of what is marketing? To understand; it may be explained in brief, as
marketing is what a marketer does. But this meaning lacks clarity in understanding the
subject. It is one of the oldest professions in the world. As any other subject, it has its own
origin, Growth and development. Marketing is a human activity directed at satisfying needs
and wants through exchange process.

GENERAL INTRODUCTION
1. Meaning of the term – ‘MARKET’

E.J. Mc Cart/W.D. Petrel has defined market as a group of sellers and buyers who are
willing to exchange goods and services of some value. Of course, some negotiation may be
needed. This can be made face to face at physical Location, or it can be done indirectly
through a complex network of middlemen who link buyers and sellers who are far apart.

2. Definition of ‘MARKETING’

H.L. Hansen has defined marketing as the process of discovering and translating
consumer wants into product and service, specification and then in turn helping to make it
possible for more of these products and services.
Institute of Marketing (U.K) has defined marketing as the management functions
which organizes and directs all those business activities involved in assessing and
converting customer’s purchasing power into effective demand for a specific products or
services and in moving the product or service to the final consumer or user so as to achieve
the profit target and objectives set by a company.
Marketing is the father of innovation and product development, promoter of the
entrepreneurial talent, development of economy, stimuli of consumption and higher
standards of living and guardian of price system.
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All these definition reveal,
 Marketing is a process of exchange.
 Movements of goods from production point to consumption point.
 Product planning and product development.
 Advertising and Marketing research.
 Creating time utility, place utility, from utility and possession utility.
 Emphasis in people and wants rather than products.
 It is the connecting link between the producers and consumers.

Objectives and Aims of Marketing:

The following are the aims of marketing:
1. Intelligent and capable applications of modern marketing policies.
2. To develop the marketing field.
3. To develop guiding policies and their implementation for a good marketing.
4. To suggest solution by studying the problem relating to marketing.
5. To find sources for further information concerning the market problems.

Importance of Marketing:
In this existing age of change, marketing is the beating heart of many operations. It must be
considered a principle reason for a corporate existence. The modern concept of marketing
recognizes its role as a direct contribution to profits, as well as sales volumes.
Marketing has even greater importance and significance for the society as a whole than for
any of the individual beneficiaries of the marketing process and can be express follows.
The nation’s income is really composed, not of money, but one of the goods and services
which money can buy. Any increase in the efficiency of the marketing process which
results in lower costs of distribution and lowers the prices to customers really brings about
an increase in the national income. Marketing process brings new varieties quality and
beneficial good to the customers. A wealth of merchandise can be purchased at retail stores
which are not available previously. If thus, providers link between the productions and
consumption. Scientific marketing has a stabilizing effect on the price level. Producers
produce when consumers want. Marketing adds the value of goods by changing their time
and place of consumption. It add value to service. Example: business, medical services.

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MARKETING PROCESS
Marketing process refers to a series of operations culminating in the performance of
a task. Marketing is dynamic process in the movement of goods from producers to the
consumer. In this movement of good are 3 important processes.
1. The process of concentration
2. The process of dispersion
3. The process of equalization
1. The process of Concentration

It is the process of collecting and getting or mobilizing the goods produced by

different small producers and concentrating them at central markets for their effective
distribution.
Example: Agricultural goods and raw materials must be assembled form different sources
for regular and bulk supply, wholesalers and producers will specialize in the process of
concentration.

2. The process of Dispersion

The concentrated produces for the main markets must be sub divided into
smaller lots required to the needs of the buyers. Raw materials are dispersed to the
manufactures or factories. Food crops and consumer goods are delivered to middle men or
retailers for delivering the consumers.

3. The process of Equalization

The adjustments of supply and demand must be on the basis of time, quality
and quantity. Equalization is very essential in between the concentration and dispersion.
Transportation helps equalization of supplies place wise, warehousing and time wise
standardization, grading, branding provide quality wise equalization. Goods produced in a
season but consumed regularly.
Example: Fertilizers also require equalization. These process are the soul of marketing
mechanism.

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MARKETING MIX
Marketing Mix is the set of controllable marketing variables that the firm blends to
produces the response it wants in the target market. The variables can be collected into
four groups known as “4P’s”. These “4P’s” are:

1. PRODUCT MIXES - Product is the thing possessing utility. It has four components
:
 Product Range
 Service after sale
 Brand
 Package
2. PRICE MIX - Price is the valuation placed upon the product by the offered. It has to
cover pricing, discounts, allowances and terms of credit. It deals with price
competition.
3. PLACE MIX - Place stands for the various company activities that make the
product available to target customer. It includes the channel members like
wholesalers and retailers, the coverage, the locations, the inventory and transport
of the product.
4. PROMOTION MIX - Promotion is the persuasive communication about the product
by the offered to the prospect. It covers advertising, personal selling, sales
promotion, publicity, public relation used in promotion. Largely it deals with non-
price competition. 1
A company must decide on the budget to spend on the marketing effort and how to allocate
the budget to the major marketing mix tools. The positioning of the product provides the
basis for designing a coordinated marketing mix.

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 History of DIGITAL MARKETING

Advertising has faithfully served the print industry for 200 years, and was applied to
the Internet with every expectation of success. Web advertising began with Center
and Siegegl’s in famous Green Card Lottery message on the Usenet site in April 1994
and was followed in October by advertising placements for AT&T, MCI, Sprint, and
Volvo on Hot-wired and finally the idea caught on. The Advertisement grew in
sophistication, and today there are Static, rotating, scrolling, animated, flash and
interstitial banner ads all which are designed to generate traffic, increase brand
awareness and generate leads and sales.

Internet companies were founded on advertising revenues, and for some years the
companies prospered.
Rate depended on: -

i. The Type of advertisement.

ii. Where it appeared on the Web Pages.

iii. How it integrated with content.

iv. How well it matched the advertiser’s target audience

Online advertising has to offer:

1. Scalability - Like television commercials, it doesn't cost very much to

increase the reach of an online ad campaign. There is no need to print additional
copies of a magazine, or to create and mail direct-mail pieces.

2. Hot demographics - The online community is more affluent, better

educated, and younger and more willing to spend than the population at large. More
and more people go online and the number is ever increasing.

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 3. Targeted messages - Unlike broadcast and print media, the Internet allows
advertisers to target exactly who will see their ads, and in what context. Web
publications serve every conceivable audience, from the mass- market obscure niche
groups. Beyond that, the technology leads target customers by their computing
platform (PCs or Macintoshes), Web browser (specific versions of Netscape
Navigator or Microsoft Internet Explorer), domain type (. com, .edu, .gov, .mil, or
.net) or individual domains (America Online, IBM, Prodigy).

4. Broad and flexible reach - While the Net cannot yet match television's
market penetration, the size of the online audience is growing very quickly. More
importantly, because you buy online ads by the impression, you can buy as much or
as little of that audience as you desire. And that's true no matter how popular or
specialized the site on which your ads run- as a rule, advertising costs depend on how
many impressions you buy, not on the size of a site's audience.

5. Cost-effective - Partly because you pay only for exactly what you're
getting, online advertising can be extremely competitive with other forms of
advertising. If you buy 1,000 ad impressions, for example, you know that exactly
1,000 people will see your ad.

6. Detailed tracking and measurement - Compared to online advertising,

traditional media advertising is like shooting in the dark. The Web allows advertisers
to gather detailed information on who saw an ad, when, in what context, how
many times and so on. Better still; you get this information instantly, not weeks later
when it's too late to adjust your campaign. Of course, not every site currently provides
this level of feedback, and not every advertiser knows what to do with it.
Over a period of time, however, this is likely to become one of Web advertising's

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 most important competitive advantages.

7. The ability to extend the transaction- Traditionally, advertising was a

one-way mechanism. Apart from techniques like toll-free numbers pitched in
infomercials and mail-in coupons in print publications, there was no way for
customers to act on the information in the ad. On the Web, though, interested
customers can click, learn more, and actually buy on the spot. There's simply nothing
more powerful.

8. Good Creativity - Creative Design of Home page is very important for

the surfer to get hooked on to the site. Within seconds the user should get an idea
about the site and where to go within it. If the opportunity is missed the user many
never return.

Hence Content is King Content is the most important element of a site. Content rich Web
pages lure users. The value on the web is information. The beauty and challenge of the
Web is that it gives the user, the ability to personalize non-static information and choose
exactly what she sees.

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 Unlike commercials or print ads, a Web ad banner is only the beginning of
the process. While your banner may present only your branding message, interested
prospects can always click on it to go directly to your Web site. Once there, they can
access as much material on your company and products as you care to present.

Graphics & the visual elements also play an important role in the users
decision to stay or leave. Use of creative concepts, colors, movement & sound
enhance the chances of the user staying longer on the site.
In addition to all this the creators of web sites & on line advertising must take
into consideration the factors like
a) How fast does the site download,

b) How easily navigable the site is,

c) What is the domain name,

d) What are the other publicity & advertising activities which building traffic
to the site?
If all such parameters are considered while selecting the web sites for online
advertising, the impact of such advertising will definitely be felt. Online advertising is
one medium, which helps to generate awareness about the brand being advertised, it
can help in creating an image, it helps in educating the audience and also builds
interactivity & direct response. No other traditional medium has the ability to give all
of this.

We are still at the experimental stage but many clients have already started
allocating a budget towards online advertising & web is being considered not only as
an advertising medium but also as a marketing tool. Hence online advertising, though
slow to take off, will definitely be a medium of the future.

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Advantages of Online Advertisement

1. Target Marketing: - A major advantage of the web is the ability to target

very specific groups of individuals with a minimum of waste coverage. In the
consumer market. Through personalization and other targeting techniques, sites are
becoming more tailored to meet once need and want.

2. Message Tailoring: - As a result of precise targeting, messages can be

designed to appeal to the specific needs and wants of the target audience. The
interactive capability of the net makes it possible to carry on one-to-one marketing
with increased success in both the business and the consumer markets.

3. Interactive Capabilities: - The interactive nature of the web leads to a

degree of customer involvement. Site visitors are already interested enough in the
company and/ or products to visit.

4. Information access: - Perhaps the greatest advantage of the Internet is

its availability as an information source. Internet users can find a plethora of
information about almost any topic of merely by conducting search through one of
the search engines. Once they have visited a particular site, uses can garner a wealth
of information regarding product specification, costs, purchase information, and so
on. Links will direct them to even more information if it is desired.

5. Creativity: - Creatively design sites can enhance company's image

leading to repeat visits, and positively position the company or organisation in the
consumer's mind.

27 | P a g e
 6. Exposure: - For many seller companies with limited budget the www
(world wide web) enables them to gain exposure to potential customers that
heretofore would have been impossible. For a function of the investment that would
be required using traditional media, companies can gain national and even
international exposure in a timely manner.

7. Speed: - For those requiring information on a company, its products, and

/or its service offerings, the Internet is the quickest means of acquiring this
information.

Disadvantages of Internet

1. Measurement problem: - One the greatest disadvantage of the net is the lack
of reliability of the research numbers generate. A Quick review of forecasts, audience
profiles, and other statistics offered by research providers will demonstrate a great
deal of variance leading to a serious lack of validity and reliability. One of the
industry's largest and most sited trade publication has written an expose of a heavily
sited Internet research company, referring to the number it provides as "scary"
feathers have stressed concern over the fact that most sites figures or not audited,
which mainly to rampant cheating in the respect of the number reported.

2. Audience characteristic: - Due imparts to the accelerating growth of the net,

audience characteristic change quickly. Numbers reported may be completed quickly
and are often vary from one provided to the next.

28 | P a g e
 3. Web Snarl: - At times, downloading information from the net takes a long
time. When there are a number of users, the time increasing and some Sites may be
inaccessible due to too many visitors. For many users who expect speed, this is a
major disadvantage.

4. Costs: - The cost of doing business on the MAT continues to increase. While
it is possible to establish a site in expensively, establishing a good side and
maintaining it is becoming more and more costly. As noted earlier , Levi’s for the
cost of maintaining a site is considered "world-
Class " was prohibitive and one of the reason for abandoning its E-commerce efforts.

5. Limited production quality: - Although it is improving, net advertising does

not offer the capability of many competitive media for a production standpoint. While
the advent of advanced technologies and rich medium is narrowing the gap, the net
still lags behind some areas.

6. Poor reach: - While the Internet numbers are growing in leaps and bounds, its
six is still far behind that of television. As a result, interest companies have turned to
traditional medium to achieve reach and awareness goals. In addition statistics says
that only a small percentage of sites on the Internet are captured and that the top 50
sites listed account for 95 percent of the site visited.

7. Language: - If I am selling the goods through the media the buyer prefer to
get the information of the products or services with his own language but the
advertiser has no option than to advertise in one single language which is a major
disadvantage.

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 Chapter- 4
Analysis and Interpretation
of the Data
Table 4.1

Table showing Age group of the respondents

Age No of respondents %

18 – 24 20 20%

25 – 30 25 25%

31 – 35 25 25%

36 & above 30 30%

Total 100 100%

Analysis:
From the above table it can be analyzed that. Out of the 100 respondents 30%
of the respondents belong to the age group 36 and above ; 25% of Respondents belong to
the age group of 25 – 30 years; and 25% of respondents belong to the age group of 31 -35,
20% of them belong to the 18 - 24.

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 Graph 4.1

Graph showing Age group of the respondent

Total

36 & above

31 - 35 %
No of respondents

25 - 30

18 - 24

0 20 40 60 80 100 120

Interpretation:
From the above graph it can be inferred that, majority (30%) of the
respondents belong to the age group of 36 and above.

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 Table 4.2

Table showing Gender of the respondents

Gender No of respondents %
Male 65 65%
Female 35 35%

Total 100 100%

Analysis:
From the above table it can be analyzed that, Out of 100 respondents 65%
respondents are Male and 35% respondents are female.

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 Graph 4.2

Graph showing Gender of the respondents

Total

Female No of respondents
%

Male

0 20 40 60 80 100 120

Interpretation:
From the above graph it can be inferred that, the majority (65%) of
the respondents are male.

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 Table 4.3

Table showing occupation of the respondents

Occupation No of respondents %

Service 15 15%

Business 25 25%

Professional 45 45%

Students 15 15%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of the 100 respondents, 45%
of the respondents were professional, 25% of respondents were business, 15% of
respondents were service and 15% of respondents were a students.

34 | P a g e
 Graph 4.3

Graph showing Occupation of the respondents

Total

Professional

%
Business
No of respondents

service

students

0 20 40 60 80 100

Interpretation:
From the above graph can be inferred that, majority (45%) of the
respondents are professional.

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 Table 4.4

Table showing Monthly income of the respondents

Monthly income No of respondents %

Less than 14999 20 20%

15000 – 24999 40 40%

25000 – 34999 30 30%

35000 and above 10 10%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 20% of respondents
belongs to less than 14999, 40% of respondents belongs to 15000 – 24999, 30% of the
respondents belongs to 25000 – 34999 and 10% of the respondents belongs to 35000 and
above category.

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 Graph 4.4

Graph showing Monthly income of the respondents

100
90
80
70
60
50
40
30
20
10
0
Less than 14999 15000 – 24999 25000 – 34999 35000 and Total
above

No of respondents %

Interpretation:
From the above graph can be inferred that, majority (40%) of the
respondents income level falls under 15000 – 24999 income group.

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 Table 4.5

Table showing the number of respondents owning laptop/computer

Response No of respondents %

YES 92 92%

NO 8 8%

TOTAL 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 92% of respondents
own laptop/computer and 8% of the respondents doesn’t own any laptop/computer.

38 | P a g e
 Graph 4.5

Graph showing the number of respondents owning laptop/computer

100
90
80
70
60 Yes
50 No
40
30
20
10
0
No of respondents %

Interpretation:
From the above graph it can be inferred that, majority (92%) of the
respondents own laptop/computer.

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 Table 4.6

Table showing the number of respondents who surf net

Response No of respondents %

YES 95 95%

NO 5 5%

TOTAL 100 100%

Analysis:
From the above table it can be analyzed that, out if 100 respondents, 95% of respondents
prefer to surf on net and 5% of respondents doesn’t prefer surfing on net

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 Graph 4.6

Graph showing the number of respondents who surf net

Chart Title
Yes No
95

No of respondents %

Interpretation:
From the above graph it can be inferred that, majority (95%) of the
respondents prefer surfing on net.

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 Table 4.7

Table showing the duration that respondents prefer to surf on net

Cumulative
Valid Frequency Percent Valid Percent
Percent

0-3 hrs 45 45.0 45.0 45.0

3-6 hrs 42 42.0 42.0 87.0

6 and above 13 13.0 13.0 100.0
Total 100 100.0 100.0

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 45% of respondents
prefer duration of 0-3hrs for surfing on net, 42% of respondents prefer duration of 3-6hrs
for surfing on net, 13% of respondents prefer duration of 6hrs and above for surfing on net.

42 | P a g e
 Graph 4.7

Graph showing the duration respondents prefer to surf on net

Interpretation:
From the above graph it can be inferred that, majority (45%) of
respondents prefer duration of 0-3hrs for surfing on net

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 Table 4.8

Table showing awareness about online advertisement

Are you aware of Online Advertisement?

Cumulative
Valid Frequency Percent Valid Percent
Percent

no 6 6.0 6.0 6.0

Yes 94 94.0 94.0 100.0

Total 100 100.0 100.0

Analysis:
From the above table it can be analyzed that, out if 100 respondents, 94% of respondents
are aware of online advertisement, 6% of respondents are not aware of online
advertisement.

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 Graph 4.8

Graph showing awareness about online advertisement

Interpretation:
From the above graph it can be inferred that, majority (94%) of
respondents are aware of online advertisement.

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 Table 4.9

Table showing the interest of the respondents towards a particular

product

Rating No of respondents %

Offers and discounts 25 25%

Entertainment 15 15%

Financial loans 12 12%

Academic 11 11%

Jobs 30 30%

Games 7 7%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out if 100 respondents, 25% of respondents
are interested in offers and discounts, 30% of the respondents are interested in jobs, 15% of
the respondents are interested in Entertainment, 11% of the respondents are interested in
academic, 7% of the respondents are interested in games.

46 | P a g e
 Graph 4.9

Graph showing the interest of the respondents towards a particular

product

100
90
80
70
60
50
40
30
20
10
0

No of respondents %

Interpretation:
From the above graph it can be inferred that, majority (30%) of the
respondents are interested in jobs

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 Table 4.10

Table showing the awareness of various social networking sites

Are you aware of various social networking sites?

Cumulative
Valid Frequency Percent Valid Percent
Percent

no 11 11.0 11.0 11.0

yes 89 89.0 89.0 100.0

Total 100 100.0 100.0

Analysis:
From the above table it can be analyzed that, out if 100 respondents, 89% of
respondents are aware of various social networking sites and 11% are not aware of
various social networking sites

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 Graph 4.10

Graph showing the awareness of various social networking sites

Interpretation:
From the above graph it can be inferred that, majority (89%) of
respondents are aware of various social networking sites

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 Table 4.11

Table showing the activeness of respondents towards social media

In which social media your more active

Valid Frequency Percent Valid Percent Cumulative Percent

Facebook 25 25.0 25.0 25.0

Linkedin 37 37.0 37.0 62.0

Rediff 11 11.0 11.0 73.0

Twitter 21 21.0 21.0 94.0

Youtube 6 6.0 6.0 100.0

Total 100 100.0 100.0

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 37% of respondents
are more active in linkedin, 25% of respondents are more active in facebook, 21% of
respondents are more active in Twitter, 11% of respondents are more active in Rediff, 6%
of respondents are more active in Youtube.

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 Graph 4.11

Graph showing the activeness of respondents towards social media

Interpretation:
From the above graph it can be inferred that, majority (37%) of
respondents are more active in linkedin

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 Table 4.12

Table showing the sites that respondents prefer for surfing

Preference No of respondents %

Yahoo 23 23%

Rediff 5 5%

Indian Times 12 12%

Google 50 50%

Economic Times 10 10%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 50% of respondents
prefer Google for surfing, 23% of respondents prefer Yahoo for surfing, 10% of
respondents prefer Economic Times for surfing, 12% of respondents prefer Indian Times
for surfing,5% of respondents prefer Rediff for surfing.

52 | P a g e
 Graph 4.12

Graph showing the sites that respondents prefer for surfing

No of respondents
60

50

40

30

20

10

0
Yahoo Rediff Indian Times Google Economic Times

Interpretation:
From the above graph it can be inferred that, majority (50%) of
respondents prefer Google for surfing.

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 Table 4.13

Table showing awareness of various services provided by sunness

company

Response No of respondents %

YES 45 45%

NO 55 55%

TOTAL 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 55% of respondents
are not aware of various services provided by sunness company and 47% of respondents are
aware of various services provided by sunness company.

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 Graph 4.13

Graph showing awareness of various services provided by sunness

company

No of respondents
60%

50%

40%

30%

20%

10%

0%
%

YES NO

Interpretation:
From the above graph it can be inferred that, majority (55%) of
respondents are not aware of various services provided by sunness company

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 Table 4.14

Table showing respondents interest towards services offered by the

company

Services No of respondents %
Excellent online products tailored for
traders & investors 17 17%
Customized single screen Market
Watch for multiple exchanges,
MCX & NCDEX with BSE ,NSE
&MCX-SX 19 19%

Streaming quotes 9 9%

Real-Time rates 24 24%

Flash news & intra-day Research
reports 11 11%
Intra-day & historical charts with
technical tool 7 7%

Online research 13 13%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 24% of respondents
are interested in Real-Time rates, 19% of respondents are interested in Customized single
screen Market Watch for multiple exchanges, MCX & NCDEX with BSE ,NSE &MCX-
SX, 17% of respondents are interested in Excellent online products tailored for traders &
investors, 13% of respondents are interested in Online research, 11% of respondents are
interested in Flash news & intra-day Research reports, 9% of respondents are interested in
Streaming quotes, 7% of respondents are interested in Intra-day & historical charts with
technical tool.

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 Graph 4.14

Graph showing respondents interest towards services offered by the

company

25
20
15
10
5 No of respondents
0 %

Interpretation:
From the above graph it can be inferred that, majority (24%) of
respondents are interested in Real-Time rates

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 Table 4.15

Table showing respondent’s rate towards the speed of the services

offered by sunness company

Rating No of respondents %

Highly Satisfied 13 13%

Satisfied 27 27%

Either satisfied or dissatisfied 40 40%

Dissatisfied 11 11%

Highly Dissatisfied 9 9%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 40% of respondents
are Either satisfied or dissatisfied, 27% of respondents are satisfied, 13% of respondents are
Highly satisfied, 11% of respondents are Dissatisfied, 9% of respondents are Highly
Dissatisfied.

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 Graph 4.15

Graph showing respondent’s rate towards the speed of the services

offered by sunness company

40

35

30

25

20

15

10

0
Highly Satisfied Satisfied Either satisfied Dissatisfied Highly
or dissatisfied Dissatisfied

No of respondents %

Interpretation:

From the above graph it can be inferred that, majority (40%) of

respondents are either satisfied or dissatisfied

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 Table 4.16

Table showing respondent’s rating towards company’s willingness

to serve various services

Rating No of respondents %

1 10 10%

2 16 16%

3 50 50%

4 15 15%

5 9 9%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 50% of respondents
rated 3 towards company’s willingness to serve various services, 16% of respondents rated
2 towards company’s willingness to serve various services, 15% of respondents rated 4
towards company’s willingness to serve various services, 10% of respondents rated 1
towards company’s willingness to serve various services, 9% of respondents rated 5
towards company’s willingness to serve various services.

60 | P a g e
 Graph 4.16

Graph showing respondent’s rating towards company’s willingness

to serve various offers

100
90
80
70
60
50
40
30
20
10
0
1 2 3 4 5 TOTAL

No of respondents %

Interpretation:
From the above graph it can be inferred that, majority (50%) of
respondents rated 3 towards company’s willingness to serve various services

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 Table 4.17

Table showing respondent’s suggestions to the company website in

order to increase its traffic and enhance its online reputation

Suggestions No of respondents %

POP Up Ads 32 32%

Social media marketing 41 41%

Search engine optimization 11 11%

Email marketing 9 9%

Mobile Marketing 7 7%

Total 100 100%

Analysis:
From the above table it can be analyzed that, out of 100 respondents, 41% of respondents
suggest Social media marketing to increase traffic in company’s website, 32% of
respondents suggest POP Up Ads to enhance online reputation, 11% of respondents suggest
Search engine optimization to increase traffic in company’s website, 9% of respondents
suggest Email marketing to enhance online reputation, 7% of respondents suggest Mobile
Marketing to increase traffic in company’s website and to enhance online reputation.

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 Graph 4.17

Graph showing respondent’s suggestions to the company website in

order to increase its traffic and enhance its online reputation

100
90
80
70
60
50
40
30
20
10 No of respondents
0

Interpretation:
From the above graph it can be inferred that, majority (41%) of
respondents suggest Social media marketing to increase traffic in company’s website and to
enhance online reputation.

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 Findings

 30% of the respondents falls under age category of 36 and above.

 We found that majority (65%) of the respondents are male.
 45% of the respondents are professional.
 Majority (40%) of the respondents income level falls under 15000 – 24999 income
group.
 92% of the respondents own laptop/computer.
 We found 95% of the respondents prefer to surf on net
 Majority 45% of respondents spend 0-3hrs for surfing on net
 94% of respondents are aware of online advertisement.
 According to this survey 31% of the respondents are interested in job related ads
 Majority 89% of respondents are aware of various social networking sites
 We found 37% of respondents are more active in linkedin
 According to this survey 56% of respondents prefer Google for surfing.
 53% of respondents are not aware of various services provided by sunness company
 From this research we found 24% of respondents are interested in Real-Time rates
 43% of respondents are Either satisfied or dissatisfied
 According to this survey 53% of respondents rated 3 towards company’s willingness
to serve various services
 From this research we found 41% of respondents suggest Social media marketing to
increase traffic in company’s website and to enhance online reputation.

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 Suggestions

 Go International with multiple language:

Offer your web site in multiple languages. Like many sites come in Dutch,
Spanish, Slovene, French, Czech, German, Russian, and Italian. Translation service
on websites is also good which will help retain customers.

 Use of multi-media

As we have seen the potential for banner and Internet ads, informative and
creative ads are also preferred therefore new designs and innovative sales concepts
should be developed. Obviously, the biggest bridge to cross is download time. If a
little radio-like audio message that plays from your site upon a click of mouse or a
T.V-mini commercial that plays at your banner on click of a mouse, it will be much
more effective and interesting.

 Use Banner Ads that Give Viewers Chance to Interact with

Banners

Interactive banner designs can be used wherein the client can print out a
product sheet from the banner itself, order a product through a secured order form on
the banner itself, click which button he prefer and be directed to a specialized product
marketing page.

 Free offers

The word free is just as effective in advertising online as it is offline. By

sponsoring a freebie, a simple name submission drawing can also get viewers to go
through ads in the process they become aware of the advertisement.

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  Sponsor a contest

People love to win ANYTHING! Offer your product or service as a prize.

When a winner is selected, their name web address and a link to the site can be
published. Adding a reciprocal link is a professional way to say thank you and is of
no cost to the advertiser.

 Website testimonials

Build trust or confidence in your online business by using testimonials. A

direct quote with the permission of the customer is a nice touch. Listing a name and
e-mail address it acts as a reference that is easy and quick. Keep the testimonials to
one or two sentences and keep it simple.

 Target Audience

Keep target audience in mind. Business people aren't going to have the time or
inclination to participate in game-type ads. On the other hand, teenagers love them. If
target group is younger people, games might be the thing for you. Design your ad to
meet the preferences of your target customer.

 Include statistics

When you make a sales claim, back it up with information, including

statistics. You might say, "Our saucepans have a non-stick coating that's guaranteed
for life. In actual, in-home testing, food did not stick to our saucepans 98.3% of the
time."

 Provide content on site

As you surf the Web take note of information that supports advertising claims.
Surveys, research, reports, testimonials, etc. can all provide valuable information that
could move a customer from the point-of- decision to the point- of-purchase.

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 Conclusion

DIGITAL MARKETING offers increased awareness of companies, an easy method

to convey the information, advanced methods of targeting consumers, an immediate and
direct line to the customers, and reduced costs in performing these tasks. The only negative
aspect is that consumers have to conquer their fears of the Internet - the fear that ordering
through an on-line advertisement will get vanished in the void of cyberspace. Fears always
come with new technology, but it does not take long for people to adjust. As people get
more accustomed to finding their product information on the Web, more and more readers
will actively seek out DIGITAL MARKETING sites.

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 Bibiliography

Investopedia, LLC., © 2017, www.investopedia.com

SparkCharge Media, © 2017, www.moneycrashers.com
BSE Ltd., www.bseindia.com
Equitymaster Agora Research Private Limited, https://www.equitymaster.com
Normal Market is Open Apr 17, 2017, https://www.nseindia.com/

List of Journals:

1. Digital marketing strategies that Millennials find appealing, motivating, or just annoying
- Katherine Taken Smith (Sept 21st 2010).
2. Digital Content Marketing: A Literature Synthesis - Nina Koiso-Kanttila(9/Aug/2010)
3. Digital and social media marketing usage in B2B industrial section- jarvinen, joel(2012).
4. A review of internet marketing research over the past 20 years and future research
direction - Nadia Pomirleanu (2013)
5. Facebook: A literature review-Ralf Caers, Tim De Feyter, Marijke De Couck ,
(September 11, 2013)
6. Marketing opportunities in the digital world - G. Reza Kiani(2006)
7. Understanding digital content marketing - Jennifer Rowley(Feb 1st 2010)
8. Marketing on the Internet — who can benefit from an online marketing approach?-
Melody Y Kiang(Jan 2000)
9. Understanding Digital Markets: Review and Assesment - Michael D. Smith (Oct 2001)

10. Business to business digital content marketing: marketers’ perceptions of best -

practice Geraint Holliman (2014)

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 ANNEXURE

QUESTIONNAIRE

Dear Sir/Madam,
I am Divya.M.N from New Horizon College, Department of Management doing a research on,
“A STUDY ON DIGITAL MARKETING OF SUNNESS CAPITAL INDIA PRIVATE
LIMITED”

Please spare some time to fill the questionnaire-

 Personal Information:

 Name:

 Age:

 18 – 24 25 – 30 31 – 35 35 and above

 Gender:

 Male Female

 Occupation:

Service Professional Business Others Specify

 Income Level (per month):

Less than 15,000 15,001 – 25,000 25,001 – 35,000 35,001 and above

 Educational Background:

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 SSLC Intermediate Graduate Post Graduate

1) Do you own a Laptop / computer?

a) Yes b) No

2) Do you Surf the net?

a) Yes b) No

3) How many hours a day would you like to surf on net?

a) 0-3hrs b) 3-6hrs c ) 6 and above

4) Are you aware of Online Advertisement?

a) Yes b) No

5) Ads relating to which product are you interested in

a) Purchasing b) Entertainment
c) Financial loans d) Academic
e) Jobs f) Others ---------------

6) Are you aware of various social networking sites?

a) Yes b) No

7) In which social media your more active

a) Facebook b) Twitter c) Linkedin d) others

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8) Which site you prefer for surfing
a) Yahoo b) Rediff

c) India times d) msn

e) Economic times f) Others

9) Are you aware of various services provided by Sunness Company?

a) Yes b) No

10) Are you interested in any of the following services offered by the company?
a) Excellent online products tailored for traders & investors
b) Customized single screen Market Watch for multiple exchanges, MCX & NCDEX
with BSE ,NSE &MCX-SX
c) Streaming quotes
d) Real-time rates
e) Flash news & intra-day Research reports
f) Intra-day & historical charts with technical tool
g) Online research

11) Rate the speed of services offered by sunness?

a) Highly satisfied b) Satisfied
c) Neutral d) Dissatisfied
e) Highly dissatisfied

12) Rate the company’s willingness to serve (on the scale of 1-5, 1 will be the lowest, 5 will be
the highest)

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13) What are your suggestions to the company website in order to increase its traffic and
enhance its online reputation? (E.g. pop up ads, Social Media Marketing, Search Engine
Optimization, E-mail and Mobile Marketing etc.)

…………………………………………………………………………………

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