EXECUTIVE SUMMARY

The firm worked with multiple brands on social media and currently have 4 out of Top
30 brands in India.The project was “A study on digital marketing andits impact on its
performance”. This report will help to get an idea about digital marketing and how the
digital marketing has impact on its performance for digital marketing companies .
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 .
Main findings of this project survey are given here. Indian customers are highly
information seekers. Theycollect 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.
 INTRODUCTION
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 includingemail
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.
  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. Typesof ad agencies are

o Full-Service Agencies

o Creative Agencies

o Specialized Agencies

o In-House Agencies

o 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 awarenes
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
 o Traditional methods are expensive. Compared to digital marketing channels, you
could end upsending lakhs of rupees more.

o Traditional marketing channels fail to provide instant feedback and reports about
who saw or heardan 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).
o 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 utilize 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 Ad Agencies 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.

 SCOPE OF THE PROJECT

 To understand marketing effectiveness.
 To understand how digital marketing campaign's takes place.
 To understand how digital marketing agencies works and generating revenue.
 To understand how digital marketing has impact on revenue generation.

 LIMITATIONS OF THIS PROJECT

 The time span for the project is limited.

 This revenue generation model completely with reference to Digital Marketing.

 Time of campaigns for some client is more than three months.

 Advertising expenditure of some companies is confidential so it can’t be

revealed.
 COMPANY SERVICES
A digital marketing firm with a performance-based pricing strategy, is Gearing up to
serve clients inover 150 cities in India, in addition to setting up shop in Singapore and
the Middle East.

 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 allindustries 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. Itsclientele 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 :-

1. 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.

2. Plan companies’ social media campaigns to reach your exact

target market with the right communicationmessage.
3. Understanding brand message and creating interactive videos to
showcase your brand presence is our specialty.

4. Creating custom mailer designs and execute them to drive your

inbound marketing strategy.

5. Creating brand partnerships by leveraging an ecosystem with over

30,000 active partners.

Omni Channel Strategy and Business Solutions :-

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

2. Creating integrated campaigns to create brand presence and recall

in the mind of your audience.
3. We help understand the key pain areas of your CRM process and
ensure the elimination of negativeimpression of your brand across
the web.

Mobile App Development :-

1.
Specially designed enterprise and retail apps to ensure that
your buyers can easily find and purchaseproducts, leveraging
technology in your favor to increase your revenues.

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

3. 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.
 Digital Media Distribution and Solutions :-

1. Brand campaigns using a mix of media and marketing. We

partner with some of the largest music labelsglobally.

2. Distribution of music, videos & other digital content across

devices. Our platform and analytics power some of the
largest labels globally.

3. Want to launch a story telling campaign built around

music/videos/films celebrities.
 DIGITAL MARKETING

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 totraditional 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.

 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. Behavior targeting is good example for push digital marketing.

In Pull digital marketing includes blogging, email marketing, social media, info graphics and
other forms of visual messaging and search engine optimization (SEO). A pull marketing
campaign also includes public relations or other ways of reaching out to potential or already
realized customers who you want to keep engaged. While a pull marketing campaign can be
less expensive to get started, you will incur costs in other ways. For example, if you are
running a social media campaign, you will need to hire someone to manage your social
media and respond to people who leave comments or ask questions. Social media gets
people talking and that has a major impact on sales. Pull marketing also requires a greater
investment in time, but it gives you more ability to entertain your customers and educate
them about your company. But don't get confused by seeing Email in push and pull, there is
a difference. If marketer is sending emails with customized content or banners to specific
group of customers is push digital marketing. If marketer is sending emails with the same
content or banner to all customers is pull digital marketing.

 DIGITAL MARKETING CHANNELS

o 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.

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.
There are basically three types of Directories Submissions they are
1.1. Paid or Featured Web Listing: -
In this type of Directories Submission, the owner of Directories Site Will Charge for
Submission and your link will approve 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.
1.2. 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.
1.3. 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

Automated Directory Submission: – In this way of submission many software and

tools are used tosubmit directories it will save time and with the help of automated
huge amount of submission done in short time.

Manually Directory Submission: – It is done by manually and it will take lots of time
to do directory submissions.

Process of Directories Submissions

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 receive a
confirmation mailyou must confirm it by clicking that link some sties send confirmation mail
some doesn’t send it.

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,
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.
 o SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites byincreasing their visibility in search engine results pages
(SERPs) through optimization and advertising.] SEMmay 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.

There are four categories of methods and metrics used to optimize websites through
search enginemarketing.
 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.

 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 Popularity in
their ranking algorithms. The following are major tools measuring various aspects of
saturationand link popularity: Link Popularity, Top 10 Google Analysis, and Market
leap’s Link Popularity and SearchEngine Saturation.
 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 Realities.
 Validators check the invisible partsof 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.
 Whose tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.
1. Pay Pre-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.
In contrast to the generalized portal, which seeks to drive a high volume of traffic to one
site, PPC implements the so-called affiliate model, which provides purchase opportunities
wherever people may be surfing. It does this by offering financial incentives (in the form of
a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point
click-through to the merchant. It is a pay-for-performancemodel: If an affiliate does not
generate sales, it represents no cost to the merchant. Variations include banner exchange,
pay-per-click, and revenue sharing programs.
Websites that utilize PPC ads will display an advertisement when a keyword query matches
an advertiser's keyword list, or when a content site displays relevant content. Such
advertisements are called sponsored links or sponsored ads, and appear adjacent to, above,
or beneath organic results on search engine results pages, or anywhere a web developer
chooses on a content site.
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 anadvertisement. 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 ofindividual the advertiser is expecting to receive as a
visitor to his 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 formsof
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.
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 ispaid ads.
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.

o 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 fromuser 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.
 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.

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 Facebookfor 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 committingto bigger campaigns.
• Share basic information about your business

Your Facebook page is a place where you can publicize 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.
• hare pictures and videos from your business
As well as allowing you to post text, Facebook lets you upload pictures and videos
from your business. This can be a powerful way to communicate with customers and
potential customers, allowing them to see your product or service without having to
visit your premises.
Facebook also allows users to 'tag' photos to indicate if a Facebook friend appears in
them. This functioncan be used to promote your business. For example, a tour
operator could post a photo on their page of a group going white-water rafting, then
invite each participant to tag their image in the photo. Each taggedimage will show
up as an update on the participant's Facebook account, where their friends will see
ittoo. This increases the level of interest in the picture, and your business.

If you do decide to use tagging, be careful. It can be a privacy issue, and some
Facebook users are sensitive about being tagged in photographs. For this reason, it is
better to ask participants to do the tagging, rather than doing it on their behalf. Talk
to existing and potential customers
You can use Facebook to 'talk' to existing and potential customers by posting and
receiving messages. But don't use Facebook to aggressively promote your products or
services. You'll have much greater success if you share information related to your
business that is actually useful or interesting to other users. This increases your credibility
and promotes your business by building long-term relationships with other users. For
example, a veterinarian could post tips for looking after pets, timing them according to
when particular health issues arise (e.g., ticks in summer).

You should also listen as much as you talk. Paying attention to what the market thinks
about your business, your industry, a product or a marketing campaign can provide
valuable insights.

• rovide 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.

• aise 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.

• acebook 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.

• argeted advertising
Facebook can analyze all the information that millions of users enter into their
profiles. As the owner ofa 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.)

• er deals through Facebook Places

Facebook Places allows users to 'check in' on mobile devices at a particular place, so
that their friends cansee 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 neighborhood, 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:
• oss 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 foryour 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.
• ost 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 socialmedia 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.

• ompetition
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 youmay not approve of.

• rofessionalism
Social media platforms like Facebook were created to facilitate the casual sharing of
information that may not mesh with the professional reputation you want to establish for
your business. For example, Facebook marketing of a nightclub needs to be vastly
different from Facebook marketing of a doctor’s office or law practice. Care must be taken
to develop and maintain a Facebook presence that reflects your corporate philosophy, or
it could place your company at a disadvantage.

• dvertising 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.
• ative Content

Communicating with your clients or fans over Facebook sounds friendly in theory, but
some people may useyour 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.

• ubscriptions

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.

• ime 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 accumulatequickly. 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.

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.
 Analyses what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers.
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.

 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.
 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 whomever you want to mentionin 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.

 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.

 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.

 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.

 Favorite

You can favorite the tweet for future reference. This is just like an archiving
something that’s reallyinteresting to you.

 DM (Direct Message)

You can send private messages to someone, just like an email. For DM, sender and
receiver should befollowing each other.
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 tocreate 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 maynot 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 findaccess to your information through social
networks. Social networks could be useful, but if not properlyused, then they could
lead to more problems.

• 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.

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 networkand 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 usedmainly for “professional networking.” As a social
platform LinkedIn incorporates many social aspects, butits main focus is the business
world. As a result, many small business owners join LinkedIn with the hopesof 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. 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’scredibility.

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 ofpersonal 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 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 gettingstarted, 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 usedLinkedIn 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.

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 oneof 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 forproducts.

6. Instagram

Instagram, the new revolutionary photo-sharing program, making it easier than

ever to share your bestpictures with the world. The social media program allows
you to upload, add digital filters, and then post yourpictures on your Instagram-
feed, as well as other social networking sites. You can connect your Instagram
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.
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 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.

• 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 orbusiness.

• 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 manycustomers 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 skepticism whether or not Google Plus is just another house of cards waiting to
collapse, even after several years of operation.
 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.

Pros:
• Vast Audiences for your Video
The success of any business depends 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 foryour 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 license 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 andconditions 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 licenses of video platform YouTube brand channel is a smart
bet.

• 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 favorite
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).
• 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 licensed video platform. You may say 15 minutes which is the current
allowed length of a video is less for your content. Isit really? Anything effective can be
presented even in lesser time but if you think otherwise then all you needto 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 analyses 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 scanningthe most popular video’s list. If you like the work of some producer,
simply subscribe and no more searchingwould 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.

• 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 ofyour video must be alluring
enough to get them continue watching until the end or until you have made yourpoint
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 thetop-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
thetime 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 tomake 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, theywill only be bored and may hit on the Unsubscribe button.

o 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

 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 havebeen decided as universal and are respectively:
 Banner 728 x 90

 Rectangle 336 x 280

 Skyscraper 160 x 600

 Square 250 x 250

 o OMR (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.

▪ 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.
o 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.
 1. Ways of Mobile Marketing
MMS
MMS mobile marketing can contain a timed slideshow of images, text, audio and video.
This mobile contentis 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 (mobileterminated) 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 campaignsat House of Blues venues, where the brand allows the consumer to
send their mobile photos to the LEDboard 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. If not used wisely it can quickly alienate users as it causes interruptions to their
current activities on the phone. It can be much cheaper if compared to SMS marketing for
the long run, but itcan Become quite expensive on the short run, because the cost
involved in application development. Once the application is download and installed
provided the feature is not turned off it is practically free, because it uses internet
bandwidth only. SMS and push notifications can be part of a well-developed inbound
mobile marketing strategy.

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 helpmake 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
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 inAsia 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.

Bluetooth

The rise of Bluetooth started around 2003 and a few companies in Europe have started
establishing successful businesses. Most of these businesses offer "hotspot" systems
which consist of some kind of content-management system with a Bluetooth distribution
function. This technology has the advantages that it is permission-based, has higher
transfer speeds and is also a radio-based technology and can therefore not be billed (i.e.
is free of charge). The likely earliest device built for mobile marketing via Bluetooth was
the context tag of the Abietenes project (2001-2004). More recently Tata Motors
conducted one of the biggestBluetooth marketing campaigns in India for its brand the
Sumo Grande and more of such activities have happened for brands like Walt Disney
promoting their movie 'High School Musical'.

Proximity systems

Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41
which defines the Short Message Service - Cell Broadcast. SMS-CB allows messages (such
as advertising or public information) to be broadcast to all mobile users in a specified
geographical area. In the Philippines, GSM- based proximity broadcast systems are used
by select Government Agencies for information dissemination on Government-run
community-based programs to take advantage of its reach and popularity (Philippines
has the world's highest traffic of SMS). It is also used for commercial service known as
ProximaSMS. Bluewater, a super-regional shopping Centre in the UK, has a GSM based
system supplied by NTL to help its GSM coverage for calls, it also allows each customer
with a mobile phone to be tracked though the Centre which shops they go into and for
how long. The system enables special offer texts to be sent to the phone. For example, a
 retailer could send a mobile text message to those customers in their database who have
opted-in, who happen to be walking in a mall. That message could say "Save 50% in the
next 5 minutesonly when you purchase from our store." Snacks company, Mondelez
International, makers of Cadbury and Oreo products has committed to exploring
proximity-based messaging citing significant gains in point-of- purchase influence.

Location Based services

Location-based services (LBS) are offered by some cell phone networks as a way to send
custom advertisingand other information to cell-phone subscribers based on their current
location. The cell-phone service provider gets the location from a GPS chip built into the
phone, or using radiolocation and trilateration basedon the signal-strength of the closest
cell-phone towers (for phones without GPS features). In the United Kingdom, which
launched location-based services in 2003, networks do not use trilateration; LBS services
use a single base station, with a 'radius' of inaccuracy, to determine a phone's location.
Some location-based services work without GPS tracking technique, instead transmitting
content between devices peer-to-peer.

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- c o n t r o l l e d 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 thelatest 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.

o 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 solicit sales
or donations, and is meant to buildloyalty, 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 enhancingthe 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 transaction that the
recipient has previously agreed to enter into with theSender", 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 abilityto 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).

Direct emails

Direct email or interruption-based marketing involves sending an email solely to

communicate a promotionalmessage (for example, an announcement of a special offer or a
catalog of products). Companies usually collect a list of customer or prospect email
addresses to send direct promotional messages to, or they canalso rent a list of email
addresses from service companies, but safe mail marketing is also used.
 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.

AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is
a consumption behavior model that has been advocated by Dents since 2004. It was
developed to observe behaviors 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.

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.
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 ofdigital 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.

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 bean 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 visitorsclick on their ads. The various payment models
are discussed in detail in the next section.

 MONETRY TERM IN DIGITAL MRKETING

o 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 sale,
transaction, a customer acquisitionor a click.

o Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.
o Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet
advertising. The thousand stands for ‘thousand advertising impression or views.

o 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.
o Pay-Per-Inclusion: Search engine marketing programs that guarantee web site
listing for specifickeyword search term for a fee.
o Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount
per lead.
 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
 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 analyses and interpret data to provide actionable results and achieve
their clients’ goals. Agencies thatdevelop 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, analyses, and
optimize data for their clients.

 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 issurvey says
 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

 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.
 IMPACT OF DIGITAL MARKETING ON
BUSINESS PERFORMANCE DURING COVID-19

This study focuses on the impact of digital marketing on firms and businesses'
performance during this time of the coronavirus pandemic. Marketing in the business
sector relies on advertising to get customers for their products. During this time, a
pandemic, COVID 19, has hit the world, making digital marketing the best marketing
channel for many firms. Coronavirus is a global pandemic that has disrupted the
operations of many institutions, including the business sector. COVID 19 has made
digital marketing the only option for most businesses to market their products and
services as traveling, concerts, and other forms of marketing that involve gatherings and
social interaction were stopped due to coronavirus. The pandemic has affected business
operations, and for this reason, the study intends to explore digital marketing impact
during COVID 19.
 Introduction
Marketing is critical as it improves businesses' performance by increasing sales by attracting
more potential customers through advertising. Marketing uses posters, billboards, concerts,
shows, and flyers. COVID 19 is a global pandemic that has brought both health and economic
crisis worldwide. The pandemic was first experienced in December 2019 in China, and by early
2020, it had started spreading to other countries, including the United States of America,
European countries, and African countries. The disease is highly contagious and can be easily
spread from one person to another. The nature of the virus and its spread makes it difficult
for countries with reported cases to perform their everyday activities; thus, the disease's
emergence has caused a severe economic crisis to most countries worldwide (Borjas, 2020).
The travel and social gathering ban, which is one of the ways to limit the spread of the virus,
is one aspect that made digital marketing take over as most businesses opted to do their
marketing online. Regulations such as social distancing that the World Health Organization
suggested regulating the spread of COVID 19 mean that people could not gather anywhere
regardless of what they might be doing. The rule required people to keep distancing in
whatever situation. This rule meant that no more shows and concerts for marketing purposes
and advertising. Also, companies and other businesses had to lay off some employees to give
room for social distancing. Most firms opted for digital marketing as it requires few people, if
not one, to maintain the online platforms meant for marketing purposes. The firm can lay off
some of the marketing employees who were not working at the moment and reduce the wage
bill and give room for social distancing, which requires only a few staff at the workplace.
Digital marketing can also be done at the comfort of your house, provided there is a stable
network, thus promoting the rule of social distancing (Gil et al., 2020). COVID 19 has adversely
affected the economy, whereas digital marketing has positively impacted the economy during
the pandemic. It has promoted advertising and increasing sales that had been affected by the
pandemic. The digital market has given customers an excellent experience in the entire world
during this time of the pandemic. Customers can now access information concerning the
products they may be interested in at the comfort of their houses. Online customers also have
a reason to smile as marketing is currently being done online, a medium where they do their
transactions (Nair, 2011). Today digital marketing is seen everywhere on the internet. For
example, most firms have created video ads for advertising on YouTube that always pops up
whenever they visit YouTube sites. Companies also have YouTube channels where they post
videos that promote the company's products and services. The majority of firms today have
websites that contain all the information comprising the firm, the goods/services they
provide, and where they are located (Assaad & Jorge, 2013). One can access a firm's
information at the comfort of his house, and some of these firms today deliver their products
upon ordering. The study will facilitate a better understanding of digital marketing impact
during COVID 19. The pandemic has made many businesses use digital marketing in
advertising. This has made the firm continue its operations despite the regulations to prevent
the coronavirus spread (Borjas, 2020). The study intends to identify how this digital marketing
has helped promote marketing and advertising during the pandemic despite the corona
virus's severe conditions. COVID 19, also referred to as coronavirus, is a global pandemic that
originated from China in December 2019. The virus has spread across the world, affecting
many businesses' operations in marketing as the companies can no longer do advertisements
as before (Borjas, 2020). Regulations such as social distancing and limitations on travel have
forced many companies to adopt digital marketing, which best suits the rules. Digital
marketing does not require gatherings or trips, as it only needs a good network and
favourable media platforms (Varadarajan & Yadav, 2019). Digital marketing has highly
boosted marketing during this pandemic. COVID 19 has caused an economic crisis to many
countries, if not all, across the world. The financial crisis has come from the restrictions to
prevent the virus's spread, which does not favour economic activities. The economic crisis has
been a big blow to business firms in many ways, ranging from staff management, marketing,
and even paying revenue and taxes to the government and other authorities. Digital
marketing is being used by most businesses in their marketing operations today. Most
companies adopted this form of marketing after the emergence of COVID 19 that affected
the other forms of marketing, which involved traveling and gatherings. Digital marketing has
proved to be effective in advertising because of the advanced technology and the increased
use of social media platforms by people worldwide. A good percentage of people of all ages
ranging from teenagers, young adults, and older adults, spend most of their time on the
internet. In most cases, social media platforms where they do their communications and post
pictures and other information (Gil et al., 2020). The increased use of the internet and social
media platforms has been a significant boost to digital marketing. Digital marketing uses the
internet and social media platforms to advertise and market their products. Firms today have
Facebook pages and accounts, Twitter handles, Instagram pages, LinkedIn accounts and
pages, and WhatsApp groups mainly meant for advertising their products. The companies
employ someone to manage these social media platforms. Their primary role is to invite
people to access these social media platforms linked to the companies, such as the company's
Facebook page (Zhang et al., 2017). The marketer posts adverts that promote the firm's
products/services, which all the people follow following the company's profile on the given
social media platforms.

 Literature Review
Literature review discusses existing information concerning digital marketing. The current
information to be addressed in this research includes; customers' experience, online
customer experience, the economic impact of COVID 19, and current trends in digital
marketing. Digital marketing is being used by most businesses in their marketing operations
today (Varadarajan & Yadav, 2019). Most companies adopted this form of marketing after the
emergence of COVID 19 that affected the other forms of marketing, which involved traveling
and gatherings. Digital marketing has proved to be effective in advertising because of the
advanced technology and the increased use of social media platforms by people worldwide
(Kalaignanam & Kushwaha, 2018). A good percentage of people of all ages ranging from
teenagers, young adults, and older adults, spend most of their time on the internet. In most
cases, social media platforms where they do their communications and post pictures and
other information (Zhang et al., 2017). The increased use of the internet and social media
platforms has been a significant boost to digital marketing. Digital marketing uses the internet
and social media platforms to advertise and market their products. The digital market has
given customers an excellent experience in the entire world during this pandemic. Customers
can now access information concerning the products they may be interested in at the comfort
of their houses. Online customers also have a reason to smile as marketing is currently being
done online, a medium where they do their transactions. Online customers can now make
wise decisions when making their purchases through online platforms (Nair, 2011). On the
other hand, the economy has been affected by both COVID 19 and digital marketing in several
ways. COVID 19 has negatively affected the economy, while digital marketing has positively
impacted the economy during the pandemic. It has promoted advertising and increasing sales
that had been affected by the pandemic.

 Customer Experience

Digital marketing has brought a new experience to customers who used other marketing
forms where advertisements were done through posters, billboards, concerts, and shows.
Advancement in technology is the mother of digital marketing. Initially, there was no digital
marketing, and customers were used to other marketing forms (Nair, 2011). Advancement in
technology gave rise to social media platforms that are being used everywhere in the world
today. Marketing today is being done through the internet, where business advertises their
products and services through social media platforms such as Facebook and Instagram. This
has been an excellent experience for customers as they can now access information about
their favourite products and services at their rooms' comfort (Zhang et al., 2017). Digital
marketing, on the other hand, has promoted businesses as the costs of advertisements are
reduced. This form of marketing reaches a broader coverage as so many people worldwide
are using social media.
  Online Customer Experience

Digital marketing now gives online customers a reason to smile as they can access information
about products and services they may need on the internet. These online customers now
spend much of their time online. Therefore, online advertising products and services give
these customers an excellent opportunity to explore products and services they may need to
make informed decisions (Nair, 2011). Digital marketing is an incredible experience for online
customers as it makes them go for the best products at reasonable prices and avoid impulse
buying. Marketing today is being done through the internet, where business advertises their
products and services through social media platforms such as Facebook and Instagram. This
has been an excellent experience for customers as they can now access information about
their favourite products and services at their rooms' comfort. Digital marketing, on the other
hand, has promoted businesses as the costs of advertisements are reduced (Felix et al., 2016).
This form of marketing reaches a broader coverage as so many people worldwide are using
social media.

 Economic Impact of COVID 19 and Digital Marketing

COVID 19 has caused an economic crisis to many countries, if not all, across the world. The
financial crisis has come from the restrictions to prevent the virus's spread, which does not
favour economic activities. The ban on air travel that lasted for almost nine months affected
international trade as businesses across different countries could not take place (Berisha,
2020). people travel from one country to the other to engage in business activities and do
marketing, advertisements, and promotions of their goods and services. Because of the ban
and restrictions on travel, people could not travel and market/promote their companies'
goods and services. This was a big blow to marketing, and the only solution was digital
marketing, which does not require traveling from one place to another.

Traveling within the country was also restricted as there was a partial lockdown where people
could not move during some hours. The lockdown meant people should stay indoors and
avoid traveling and getting out of their houses during some hours (Berisha, 2020). This
lockdown marketing was mainly affected as only people performing essential services could
move freely to their workplaces. Some businesses continued operating though under strict
rules. For this reason, digital marketing was the only solution to their marketing needs as this
mode of marketing cannot bridge any COVID 19 rules and regulations. Ban and restriction on
travels meant promoters and agents would not move from one place to another to market,
advertise, and promote their companies' products and services, thus resolving digital
marketing. Social distancing is one of the rules and regulations that the World Health
Organization put in place to regulate the spread of COVID 19. This means that people could
not gather in one place, regardless of what they might be doing. The rule required people to
keep distancing in whatever situation (Baker et al., 2020). This rule meant that no more shows
and concerts for marketing purposes and advertising. Also, companies and other businesses
had to lay off some employees to give room for social distancing. Most firms opted for digital
marketing as it requires few people, if not one, to maintain the online platforms meant for
marketing purposes. The firm can lay off some of the marketing employees who were not
working at the moment and reduce the wage bill and give room for social distancing, which
requires only a few staff at the workplace. Digital marketing can also be done at the comfort
of your house, provided a stable network, thus promoting social distancing. COVID 19 saw
reduced income among many people, as most people lost jobs and declined their purchasing
power (Baker et al., 2020). This led to the business making low profits as customers could not
buy products as before. The restrictions on movement and traveling also made companies
not make as many sales as before. The reduced income by business firms and companies
made them resolve cheaper ways to reduce costs and maximize profits. Digital marketing was
one of the best remedies to cut costs and maximize profits as the marketing mode is less
expensive than other advertising methods. It also requires fewer people or even one person
to manage the online marketing platforms, thus saving on salaries and wages that could have
been paid off too many employees employed to carry out marketing services. Digital
marketing also reaches a wide range of potential customers across the world. Today, many
people are doing most of their things online due to advanced technology and the availability
of internet services almost everywhere in the world.
 CONCLUSION

The successful completion of this project report 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. 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 presribed target.
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.
 BIBLOGRAPY

For the preparation of this report, I have used the following sources :-
 Philip Kotler, Marketing Management, 3rd Edition, PPH Learning Pvt. Ltd.
 Dr. S.C. Aggarwal, Principals of Marketing, Step Taken
 Robert Peterson, Strategic Marketing Problems, International Edition
 Website –
i. www.google.com
ii. www.wikipedia.org