A

Industrial Training Report

on
“Introduction to Digital Marketing”
Submitted in partial fulfillment for award of degree of
Bachelor of technology
In
Computer Science Engineering
From Rajasthan Technical University, Kota

SESSION:- 2023-2027

Submitted to: Submitted by:

Ms.Heena Bano Arvind Panchal
Asst.Prof.(CSE) (23ECACS004)

Department of Computer Science & Engineering

Chartered Institute of Technology, Abu Road

An Initiative by Gyan Raman Charitable Trust

[Approved by AICTE and Affiliated by Bikaner Technical University,Bikaner]

October, 2024

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CHARTERED INSTITUDE OF TECHNOLOGY, ABUROAD
SESSION 2023-2027

CERTIFICATE

This is to be certified that Ms. Arvind Panchal, a student of II-year B.Tech,III semester of
Computer Science & Engineering Department, has presented her seminar. She has
submitted her seminar report for the partial fulfillment of the curriculum of the Degree
of Bachelor of Technology from Chartered Institute of Technology, Bikaner Technical
University, Bikaner

Ms. Heena Bano Date:25/10/2024

Asst.Prof.CSE

HOD PRINCIPAL

II
Computer Science & Engineering Department Chartered Institute of technology
Chartered Institute of technology Abu Road, Rajasthan

DECLARATION
I hereby declare that the seminar report entitled “Digital Marketing” submitted to
Ms.Heena Bano,Chartered Institute of Technology in partial fulfillment of the
requirements for the award of the degree of Bachelor of technology in computer
science is a record of original seminar work done by me.

Date:25/10/2024 Arvind Panchal

(23ECACS004)

III
CERTIFICATE

IV
 ACKNOWLEDGEMENT
The completion of any inter-disciplinary seminar and report depends upon cooperation,
co-ordination and combined efforts of several sources of knowledge. I am grateful to
Ms.Heena Ma’am for her even will ingness to give me valuable advice and direction;
whenever I approached her with a problem. I am thankful to her for providing immense
guidance for this seminar.
I am also thankful to Mr.Ashish Sen,Prof.&Head,Department of Computer Science &
Engineering and all the staff members for their immense cooperation and motivation of
completing my seminar.

Arvind Panchal
23ECACS004

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 ABSTRACT
Digital media nowadays is among the ‘best possibilities available’ to an item to get in touch
with potential customers. Community social networking websites are the method to interact
socially. These new media win the believe in of customers by linking with them at a deeper
level. Community online marketing is the new mantra for several manufacturers since early a
season ago. Promoters are considering many different social media possibilities and
beginning to apply new social projects at a higher rate than ever before. Community online
marketing and the companies that utilize it have become more sophisticated. One cannot
afford to have no existence on the social programs if the competitor is creating waves with its
solutions and items. The blast of digital media trend is as amazing as that and the speed at
which it is improving is frustrating. International companies have identified social media
promotion as a potential promotion system, used them with enhancements to power their
marketing with social media promotion. This paper discusses about the ideas of digital media
and media promotion and other aspects like the development and advantages, aspect and
importance of social media in promotion, social media promotion methods. It also presents an
outline on digital media promotion in Bangladesh.

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 Table of Contents
TITLE…………………………………….………………………………………………PAGE NO.

DECLARATION………………………………………………………………………………I

CERTIFICATE…………………………………………………………………………….II-III

ACKNOWLEDGEMENT……………………………………………………………….…..IV

ABSTRACT…………………………………..…………………………………………...…..V

CHAPTER-1…………………………………………………………………………….…..1-2

Introduction to Digital Marketing

1.1 Introduction …………………………………………………….………….…...1

1.2 Digital Marketing…………………………………………….…………...……..2

CHAPTER-2……………………………………………………………………………...…3-4

2.1 India Digital Marketing Statistics- 2024…………………………………...3

2.2 Factors Driving the Growth of Digital Marketing in India………...……4
CHAPTER-3……………………………………………………………………………..….5-7

Types of Digital Marketing

3.1Affiliate Marketing………………………………………………….…...………5
3.2Content Marketing….……………………………………………………...……5
3.3Email Marketing………………………………………….……………………...5
3.4Mobile Marketing……………………………………………………….……....6
3.5Pay-per-click (PPC)…………………………………………………….………...6
3.6Search Engine Optimization (SEO)…………………………………..……......…6
3.7Social Media marketing…………………………………………….…..…….....7
3.8Video Marketing…………………………………………………..….…………7

CHAPTER-4………………………………………………………………….....................8-19

Literature Review

4.1Advantages of Digital Marketing……………………………..………...……9-13

4.2Disadvantages of digital Marketing………………………………………...14-16
4.3Trust, Privacy and Security Issues…………………………………….…....16-18

VII
 4.4 Research Methodology………………………………………………...18
4.5 Digital media reporting tips……………………………………………..…19

Discussion………………………………………………………………………………..…...20

Conclusion…………………………………………………………………………………….21

VIII
 CHAPTER -1

Introduction to Digital Marketing

1.1 Introduction:-
Historically, online marketing was a fairly one-sided approach. Businesses pushed
ideas out and consumers passively received them. But that landscape has become
extremely interactive. Social media has created a new style of communication and
there are now billions of conversations happening online.

Such as mobile phones, computers, and other digital media and platforms. It can be
used for B2B (Business to Business) and B2C (Business to Consumer) marketing,
depending on the goal and objectives of the campaign. Digital marketing offers
unique advantages such as greater reach, improved targeting, personalized messaging,
and better ROI (Return on Investment). It also allows businesses to stay up-to-date
with marketing trends and technologies. With the right strategies and tactics,
companies can leverage digital marketing to increase their visibility and reach a larger
audience.Digital marketing has become a popular way of reaching out to potential
customers, as it is efficient, cost-effective and provides more control over the
targeting of advertisements. Digital marketing channels such as search engine
optimization (SEO), pay-per-click (PPC), social media marketing (SMM) and email
marketing are used to create and deliver marketing messages, as well as measure the
success of campaigns.

More specifically, the unpaid and natural approach to distributing content. For many
brands, social media will be a must have component of your digital marketing
strategy. Your social media might feature the major networks, or it could be as simple
as a blog, a customer forum or a small niche bookmarking site. We will be focusing
on marketing with the big two: Facebook and Twitter. Now, these two networks are
not the same. Each is unique and has its own best practices, style and audience,and
we'll explore their differences together in a later movie. Social media is a moving
target. If you're able to adapt and scale alongside of it, your brand will benefit in the
long term.

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1.2 Digital Marketing:-

The main advantage of using offline digital marketing is that it is often

impact ful and entertaining. For example, some of the most popular and
memorable advertisements are TV commercials like Old Spice’s 2010
commercial and Budweiser’s Whassup?! from 1999.
Commercials that appeared during significant events such as the Super
Bowl also typically become trending topics for a while. Therefore, having
your ads appear on offline digital media like television or radio can also help
you build trust with your potential customers.
Advertisements on digital media like billboards or television normally don’t
fight for screen space with other content. And this kind of advertising has
been a part of people’s daily lives, making it easier to receive.
1.2.1 Internet Marketing

With around 4.66 billion active internet users worldwide, online

marketing has the potential to reach a large audience. Unlike traditional
marketing, many online campaigns let you engage a specific group of
people to increase your conversion rate.
Internet advertising is also more convenient to customers and businesses.
With a simple click on an advertisement, people can directly access your
online store and make purchases.

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 CHAPTER-2

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2.1 India Digital Marketing Statistics– 2024
“The digital advertising industry across India had a market size of around
160 billion Indian rupees in the financial year 2019, up from just 47
billion Indian rupees in the financial year 2015. This was projected to go
up to around 539 billion rupees by financial year 2024, indicating a big
growth in the industry segment.

“Fig: Graph for reach of population towards Internet usage

The market research studies conducted by several agencies and companies suggest
that the digital marketing industry will grow consistently in the near future.
However, digital marketing trends change frequently, and the emerging trends keep
transforming the online marketing industry regularly.

Recently, digital technologies have advanced rapidly, bringing the world closer than
ever before. The extent of the digital revolution’s influence is so vast and rapid that
we may not fully comprehend it yet. The internet, in particular, has transformed how
people behave and played a significant role in creating a global, well-informed
society, connecting us all in ways we never thought possible.

India has been at the forefront of the digital revolution, having one of the youngest
and most significant populations worldwide. As the country’s smart phone usage
increases, young people in India are an influential consumer segment, influencing the
industry with their behavior, tastes, and peculiarities.

2.2 Factors Driving the Growth of Digital Marketing in India

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 2.2.1 Technology

It should constantly be upgraded. One technology shouldn’t be utilized for a lifetime.

Marketers should upgrade technology to meet societal requirements.

2.2.2 Channels

Channels facilitate communication between marketers and other marketers. A cost

and profit analysis of the various media should be conducted.

2.2.3 Target Market

The marketer must decide on their target market before engaging in digital marketing.
Content should be shared and published following market demand. Plus, enrolling
in digital marketing courses gives marketers the skills and knowledge to optimize
content for search engines. Hence, it effectively reaches the target audience and drives
maximum engagement and conversions.

2.2.4 Social Media

Today, businesses have up-to-date, active social media profiles that help them attract
new clients while retaining their current clientele.

2.2.5 Increase in the Number of Digital

According to Analytics Insight,

“India is set to reach 1 billion internet users by 2025. As of 2020 YTD, there
are over 687.6 million internet users in India.”

The increase in the internet user base will increase the number of digital consumers
will grow consistently. More and more consumers will use the internet to conduct per-
purchase research and purchase products/services. Also, the increase will create many
new business opportunities for enterprises from various sectors.

CHAPTER-3

Types of Digital Marketing

3.1 Affiliate Marketing: -

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  Affiliate marketing is the process by which an affiliate earns a commission for
marketing another person’s or company’s products. The affiliate simply searches
for a product they enjoy, then promotes that product and earns a piece of the profit
from each sale they make.
 Affiliate marketing is a great way to drive sales and generate significant online
revenue. Extremely beneficial to both brands and affiliate marketers, the new push
toward less traditional marketing tactics has certainly paid off
 An elegantly straightforward process, affiliate marketing via reviews, blogs, social
media, webinar software and other platforms is a new frontier in marketing that’s just
waiting to be utilized.

3.2 Content Marketing: -

 Content marketing is about creating and sharing valuable content that attendance
engages your target audience.
 Content marketing aims to build trust and credibility with your audience so they're
more likely to buy from you in the future.
 To be successful with content marketing, you need to create high-quality blog posts,
info-graphics, videos, and other types of content that are relevant to your audience.
 It's also important to share your content regularly and to promote it through social
media and email marketing.
3.3 Email Marketing: -

 Email marketing is the use of email to promote products or services, as well as

incentive customer loyalty. It is a form of marketing that can make the customers on
your email list aware of new products, discounts, and other services. Email marketing
is one of the most effective and popular marketing tools. Email marketing revenue
is projected to grow 287 percent worldwide from 2024 to 2032.
 Email marketing can help you build a relationship with your audience while
also driving traffic to your blog, social media, or anywhere else you’d like folks to
visit. You can even segment your emails and target users by demographic so you’re
only sending people the messages they want to see most.
3.4 Mobile Marketing: -
 Mobile marketing is any advertising activity that promotes products and services via
mobile devices, such as tablets and smartphones. It makes use of features of modern

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 mobile technology, including location services, to tailor marketing campaigns based
on an individual's location.

 Mobile marketing is an advertising activity that uses mobile devices, such as text
promos and apps via push notifications.

 Mobile marketing audiences are grouped by behaviors and not by demographics.

 Mobile marketing is a subset of mobile advertising.

 Marketing faces privacy issues related to data collection.

 Mobile marketing is much more affordable than traditional marketing on television

and radio.

3.5 Pay-per-click (PPC): -

 PPC stands for pay-per-click. PPC is a form of online marketing where advertisers
pay each time a user clicks on one of their ads.
 The most common form of PPC advertising is through search engines, such as Google
Ads, where advertisers bid on keywords and their ads appear at the top of search
engine results pages (SERPs) when those keywords are searched for.
 PPC advertising can also be done through social media platforms, such as Facebook
and Instagram, and through display advertising on websites.

3.6 Search Engine Optimization (SEO): -

 Search engine optimization (SEO) is the process of improving the quality and quantity
of website traffic to a website or a web page from search engines.
 SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct
traffic or paid traffic. Unpaid traffic may originate from different kinds of searches,
including image search, video search, academic search, news search, and industry-
specific vertical search engines.

3.7 Social Media Marketing (SMM): -

 Social media marketing is a form of digital marketing that leverages the power
of popular social media networks to achieve your marketing and branding goals. But
it’s not just about creating business accounts and posting when you feel like it. Social
media marketing requires an evolving strategy with measurable goals and includes:

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  Maintaining and optimizing your profiles.

 Posting pictures, videos, stories, and live videos that represent your brand and attract a
relevant audience.

 Responding to comments, shares, and likes and monitoring your reputation.

 Following and engaging with followers, customers, and influencers to build a

community around your brand.

3.8 Video Marketing: -

 Video marketing describes the use of video content to promote or inform audiences
about your brand and products. Brands can use video across a variety of digital
channels and formats, including their own website, social media
marketing, programmatic advertising, and more.

In this guide, we’ll help you understand the basics of video marketing and how it can
benefit your brand. We’ll also introduce you to the Amazon Ads solutions that you
can use to get started with your video marketing strategy.

CHAPTER: -4

LITERATURE REVIEW

Kaplan and Heinlein(2010) define social media as “a group of Internet based

applications that build on the ideological and technological foundations of Web 2.0,
and allow the creation and exchange of user generated content.” According to
Kaplan and Heinlein (2010) web 2.0 is a platform where content is continuously
altered by all operatorsin a sharing and collaborative way. Web 2.0 is a web-based
technology which helps to create highly interactive platforms through which

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 individuals and communities share, co-create,Discuss and modify user generated
content. Social media are the websites which are built upon the technological
foundations of web 2.0 that help a user to create user generated contents that can be
shared. This technology allows a user to create and publish the contention the social
media networks. This information can be shared with other members of the social
media website, who are connected with the user. This process is interactive where
other members can also respond in different ways. Mangold and Faults (2009)
describe social media as the set of online word of mouth forums which includes
blogs, discussion
boards, forums or social networks to name a few. Using all mobile and web-based
technologies, social media creates highly interactive platforms by bringing together
individuals and creating communities. Internet has a lot of websites; each of them
has different functional attributes and caters to different sections of society.
Websites like Facebook are for general masses but Linked In is focused on
professional networking. Media sharing sites (i.e. YouTube, Picasa and Flick) or
blogging platforms (i.e. blog spot,word press) are also members of this ecosystem
called social media (Kietzmann et al.,2011). Social media has equipped the
organization to establish an direct relationship with the consumers. Both of the
organizations and consumers are
web pages, which further leads to conversations and discussion. Organization on one
end are provided with an opportunity to share their information with a large base of
customers and on the other end consumers are also free to publish any content
whether positive or negative regarding the information. Social media marketing is a
new marketing strategy which almost every business is adopting to reach their
consumers on the virtual networks. If you have an idea and you want it to reach
millions, at a very little cost, then social media is the only way-out. Entertainment
companies were the first to adopt the social media as a promotional tool. Weinberg
(2009) has defined social media marketing as the process that empowers individuals
to promote their websites.

4.1Advantages of Digital Marketing.

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 Social networking sites like Facebook and Twitter have transformed the
way some businesses think about advertising. Some businesses direct
customers toward them
 social network pages more than they direct them to their own websites.
 There are certain advantages to market via social media, but there are also
related drawbacks as well.
 The primary advantages of Digital media marketing are reducing costs and
enhancing reach.
 The cost of a Digital media platform is typically lower than other
marketing platforms such as face-to-face salespeople or middlemen or
distributors. In addition, social media marketing allows firms to reach
customers that may not be accessible due to temporal and locational
limitations of existing distribution channels.
 Social media platforms increase reach and reduce costs by providing three
areas of advantage for customers (Watson et al. 2002; Sheth & Sharma
2005).
 This is an advantage over other forms of contact because the amount of
information that canbe provided is much greater than in any other form of
communication.
 Additionally, and more importantly, the information can be provided ina
form that customers can easily process and understand.
 Second, social media marketing firm can create interactions by customizing
information for individual customers that allow customers to design
products and services that meet their specific requirements
 Finally, social media platforms can allow transactions between customers
and firms that would typically require human contact as in the case of
successful firms such as Dell and amazon.com
 To understand better about theadvantages of social media marketing, there
are five main advantages to succeed in this field:
 Cost-related According to Weinberg (2009), The main advantage of social
media marketing is cost-related.
 The financial barriers to digital media marketing are quite low compared to
others. The majority of social media sites are free to access, create profile

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 and post information. Whereas traditional marketing campaigns can cost
millions of dollars, many social media tools are free even for business use.
 Businesses can run highly successful digital media marketing campaigns on
a limited budget.
 The advantage of reaching your targeted market for little or no cash
investment is substantial, and the audience wanting your information
voluntarily joins or follows you.
 Pay-per-click advertisements on sites such as Facebook are "Geo-targeted"
according to specific criteria, to reach the correct audience.
 The viral nature of social media means that each person who reads your
posts has
 the capability to spread the news farther within his own network, so
information can reach a large number of people in a short time (Weinberg,
2009).

4.1.1 Global Reach

The first digital marketing advantage is global reach. Traditional marketing is

restricted by geography and creating an international marketing campaign can
be hard, expensive, as well as labour-intensive. However, digital marketing
happens on the Internet, which means that the reach you can achieve with it is
immense. Even a very small local business owner has the ability to reach an
international audience with an online store. This would never be possible with
traditional marketing or would cost a whole lot of money to do so. This online
accessibility has opened many growth opportunities for businesses to explore.
The combination of global reach and visibility is a great opportunity for any
business.

4.1.2 Local Reach

While global reach is a significant advantage of digital marketing, it also

improves local visibility, which is especially important if your business relies
on nearby customers. Local SEO and locally targeted ads can be beneficial for

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companies trying to bring more customers to their doors. Think of the reach
you can get to a whole neighbourhood with digital marketing versus the reach
it would take you to print out flyers and distribute them around.

4.1.3 Cost-effective

The next digital marketing advantage is cost-effectiveness. Whether you want

to promote your business locally or internationally, digital marketing provides
you with cost-effective solutions. It allows even the smallest companies to
compete with larger companies using highly targeted strategies. Most of these
strategies won’t even cost anything at all to start with (such as SEO, social
media, and content marketing). However, not every form of digital marketing
is suitable for every business and some may even have more costs than others.
A business can find appropriate solutions based on its marketing goals.

4.1.4 Brand Awareness

Digital marketing can help businesses build brand awareness and recognition.
This is important for businesses that want to attract new customers and grow
their business.

4.1.5 Effective Targeting

Even if you don’t have a clear idea of your target audience, digital marketing
enables you to extract data to see which audiences will work best for you and
optimize your campaign around them. There are many different options for
targeting such as through keywords for search engine optimization
(SEO), pay-per-click (PPC), or demographic information on social media. This
enormous amount of targeting elements at your disposal makes sure that every
campaign reaches the right audience. It also helps you to analyse the changing
behaviors of customers and modify campaigns for those changes. This ability
to understand customers’ changing needs quickly is a sure way of success for
any company.

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4.1.6 Multiple Strategies

There are different strategies of digital marketing that can be used by different
types of businesses. A B2B business that is interested in gaining international
leads may have a totally different strategy than a B2C local business selling
clothes. While some companies can benefit more easily from content
marketing and SEO, others can benefit from conversion-based ad campaigns.
The key is to always analyse the results and develop better tactics and methods
with time. A well-executed digital marketing strategy is one that changes and
adapts quickly as the needs of the business transform.

4.1.7 Multiple Content Types

Another crucial advantage of digital marketing is the different content types

available to showcase your brand online. For a lot of platforms, there is a wide
range of content types you can choose from to keep your brand fresh and build
effective online campaigns. Unlike traditional marketing, you can more easily
reproduce one piece of content to fit as many platforms as you want.

4.1.8 Increased Engagement

One of the most important advantages of digital marketing is increased

engagement. Digital marketing is designed to be highly engaging by default.
Users can share a blog post, like a photo, save a video, or engage with your
website via a paid ad click. The best part is that all of these actions can be
measured. This enables you to create even more engaging posts to increase
brand awareness or boost sales. The more you engage online, the more loyal
customers you can get. Businesses that use engaging formats effectively in
their online strategies have an easier time converting cold traffic to loyal
customers.

4.1.9 Analytics and Optimization

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 Another important advantage of digital marketing is web analytics which
measures the result of digital marketing campaigns in real time. This helps to
optimize future campaigns and fix any possible mistakes quickly. Analyzing
your digital marketing campaigns also enables you to have the ability to
pinpoint every source of traffic and take total control of your sales funnels.

4.1.10 Increased ROI

Accruement plays a pivotal role in making a business successful. It is essential

to extract maximum returns on the investment. Digital marketing lets you
access your driving sales force to optimize it. It enables higher conversion
rates with supreme potential clientele.

4.1.11 Promotes Engagement

Digital marketing lets the business engage with its customer in real-time to
build a solid foundation. Two-way communication is key to a loyal customer
base. You can optimize this to generate high sales with elevated customer
retention. The advantages of digital marketing over traditional marketing help
booming the business.

4.2 Disadvantages of Digital Marketing

The online environment creates not only opportunities, but also complications
and challenges for the social media marketing process.
The transparency of the web makes online information available to all
audiences,and reinforces the need for consistency in the planning, design,
implementation and control of online marketing communication (Hart et al.,
2000).
There are ten main disadvantages need to be considered on Digital media
marketing, which are:
4.2.1 High Competition

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 Competition is very intense in the digital marketing sphere as it is in
everything today. You have to put in serious effort to ensure that your digital
campaigns are successful and bearing results.
Without the expertise of a digital marketing company like WAC, you may find
it difficult to stand out in the crowd.
4.2.2 Negative Feedback
Though by itself it’s not necessarily a disadvantage, some customers can be
very rude and leave nasty comments. Such feedback can impact other
customers’ decisions and damage your reputation; you will have to deal with it
carefully.

4.2.3 Tech-Dependent
It goes without saying that digital marketing is dependent on technology.
There are many different tools that need to be used and this is one of the
disadvantages of online marketing. Software can develop chinks, and there can
be problems with connectivity, which can lead to broken links and pages that
don’t load, which may cause customers to go to another site.
4.2.4 Maintenance Cost Can Go High
You may need to invest in many different software tools, or train your staff
and ensure they are competent to handle them as well as run the campaigns.
This can push up your expenses by a significant amount.

4.2.5 Rapid Changes

Search engine algorithms, consumer preferences, regulations, and industry best
practices, all are prone to rapid changes. This can create chaos and lead to a lot
of re-work frequently. It can be difficult to stay abreast of these changes and
adapt in time.
WAC is a digital marketing agency based in India that can assign a dedicated
team to handle all of this for you so that you can focus on your core business.
4.2.6 Vulnerable to Malicious Activities
Just as you work to build and grow your brand, there could be malicious
entities who work to bring down your reputation. Many businesses have been

15
 found to indulge in harmful activities like writing false negative reviews to
damage their competitors.
4.2.6 Short Attention Span
People today have extremely short attention spans; you have a very small
window of time to catch the eye of your target audience, and to keep their
attention focused on your content. This can happen only if your content is
highly value-adding and engaging.
4.2.7 Danger of Strategy Theft
Your competition is sure to be watching what you do; they will analyses your
strategy and thanks to the tracking tools, they will also get a fair idea of what
strategies worked and what didn’t. The possibility of others employing the
same strategies as you is quite high, and there’s actually nothing you can do
about it.

4.2.8 Understanding What Works Can Take Time

It is common for businesses to try out various strategies in an effort to
understand what will work. But to do that, you need to go by a trial-and-error
method, or elimination, and that can take weeks or even months, depending on
circumstances. This can be a stumbling block to success, and is one of the
unfortunate disadvantages of internet marketing that you need to be prepared
for.
However, by outsourcing your digital marketing activity to experts like WAC,
you can reduce this time. Years of experience in the field allow us to quickly
grasp what works.
4.2.9 Security and Privacy Concerns
As with everything that goes through the internet, digital marketing is also
susceptible to security and privacy threats.
Today’s business strategy collects a great deal of information from customers,
and they analyses it to study patterns and customer behavior in order to craft
more effective marketing strategies, to personalize messages, and to deliver
outstanding customer service so that they can increase conversions and
profitability. But the incidence of cuber-attacks is increasing, and malicious
entities are increasing their scale of attacks to steal sensitive information.

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4.3 Trust, Privacy and Security Issues

Using digital media to promote one’s brand, products, or services can

also implicate trust, privacy and data security issues. It is important for
companies to aware of these issues and takes appropriate measures to
minimize their exposure to liability related to personal data collection, use, and
maintenance. Trust, particularly the unique dimensions of transactional
security and privacy (Hoffman et al., 1999), play a critical role in generating
customer loyalty to digital media marketers. A study by RatnaSingham
(1998) has shown that fear of online credit card fraud has been one of the
major reasons customers have not done more extensive online buying
(RatnaSingham, 1998). Moreover, privacy concerns have led to a public
relations fiasco for some major social media marketing resulting in substantial
brand image erosion (Advertising Age, 2000). Digital media companies like
Facebook and Twitter generally have their own privacy policies that govern
their use of consumer data and third-party conduct on the social media
platform with respect to personal data. Marketers using third-party social
media outlets should ensure that their marketing campaigns do not
encourage consumers or any other parties to engage in practices that would
violate the social media company’s privacy policy, and marketers should also
ensure that they are abiding by the policies as well. Companies that administer
their own blogs or other social media platforms should also maintain
comprehensive policies that disclose the company’s data collection, use, and
storage practices, and any responsibilities that third parties have regarding
privacy and data security (Stein man & Hawkins, 2010). Trust, which is
closely related to security, is a very important factor in the online buying
process behaviour process. In general, you cannot feel, smell, or touch the
product. You cannot look into the salesperson’s eyes (Stein man & Hawkins,
2010). Therefore, these ways of developing trust are excluded on the Internet.
Brand trust usually contributes to a reduction of uncertainty. In addition,
trust is a component of the attitudinal component of loyalty. So it is obvious
that loyalty in general and brand trust in particular can help to overcome

17
 some of the Internets disadvantages, e.g. to overcome perceptions that the
Internet is an unsafe, dishonest, and unreliable marketplace. In fact, these
perceptions are still stopping some potential customers from doing
business on the web. A “third party approval” is a tool to generate trust
(Gofman’s et al. 2001).
4.3.1 User-Generated Content (UGC)
During the last few years, users have spent more time and shared more
information, thoughts, and opinions with each other easily via the
Internet. Also, new forms of content generation, communication, and
collaboration have come out on the Internet. Oftentimes marketing
strategies involving social networking sites or other social media
incorporate user-generated content (UGC) into the field (Filho & Tan
2009). For example, UGC allows Internet users to make comments in
various forms, such as photos, videos, podcasts, ratings, reviews, articles,
and blogs (Filho & Tan 2009). Whether it’s a video or photo shared on
a site or messages that site users disseminate to members of the network,
UGC holds much promise as a marketing tool. In addition, user-generated
content comes with a relatively high degree of credibility in the eyes of
consumers, particularly if someone created the content for example or a
tweet between friends. Soliciting user-generated content in connection with
a marketing strategy comes with some risk of incurring legal liability for
content created by an individual participating in the campaign Marketers
can, however, take certain steps to minimize legal risks associated with
marketing campaigns that involve the dissemination of user-generated
content through social media (Gofman’s et al. 2001).
4.3.2 Digital Media Marketing Negative Feedback

Social media, in a way, converts consumers into marketers and advertisers,

and consumers can create positive or negative pressure for the company, its
products, and its services, depending both on how the company is
presented online and on the quality of products and services presented to
the customer (Roberts & Kraynak 2008).Consumer-generated product
reviews, images, and tags, which serve as a valuable source of information
for customers making product choices online (Ghose, Epirotes, & Li

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 2009), have increased rapidly on the Internet and have had a great impact
on electronic commerce (Forman, Ghose, & Wiesenfeld 2008) following
the emergence of Web 2.0 technologies. One aspect of social networking
that is especially damaging to marketing campaigns is negative post
responses. Unhappy customers or industry competitors are able to post
disparaging or offensive pictures, posts or videos and there is not much a
marketer can do to prevent these occurrences (Chung, Lee, & Thailand
2009). Still, negative or other non-constructive feedback cannot be ignored.
Social networks must be managed efficiently enough to immediately
respond and neutralize harmful posts, which takes more time (Pfennig-
Thur et al. 2004).

4.4 RESEARCH METHODOLOGY

To analyse and find the effectiveness of communication strategy in developing

brand,communication through social networking sites was done with the
survey method and content analysis in the research.This research concentrates
on collecting and thereby analyzing the collected data systems tore solve
problems that are selected by the researcher. In a way, this research has got
wider meanings. For some people reading books or surfing the internet for
information is research.As a matter of fact these activities are just some part of
the entire job. Basic research structures are related to the sense of collecting
authentic and original data and in the someway analyzing these data
thoroughly as well methodically to derive the result that lay underneath. Here,
data does not necessary mean any numerical. Words too are data.The function
of marketing research is to connect the target consumer to the seller or the
marketers. The modes of this connectivity are through information that is
specifically used for the purpose of to identifying and relevantly defining the
aspects of marketing. Elements of generating refined modes of marketing
action; dealings with opportunities and problems,monitoring the recent and
past marketing performance; and above all improving marketing as process are
integral to it. Marketing research uses the sources of information to address
selective issues; like those of designs that helps in collection information and
thereby implements and manages entire data collection process. It further

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 analyses the results along with the communication for deriving the findings
and their ways of implication.

4.5 Digital media reporting tips

What data you choose to put in your report is obviously important (and we’ll
get to that), but how you present your social media data is going to make or
break your digital media reporting strategy.Here’s the thing: people are
emotional creatures.We see what we want to see and hear what we want to
hear—especially when it comes to data. So, the more you can effectively and
accurately frame the data you’re presenting, the more everyone will get out of
your report (yourself included). Ultimately, the goal of a digital media report is
to assess your successes and failures, communicate the results effectively to
key stakeholders, and then make smart, data-driven choices for what comes
next.

Discussion

According to Gurau (2008), The online marketing environment raises a

series of opportunities and also challenges for digital media marketing
practitioners. The According to Gurau (2008), The online marketing
environment raises a series of opportunities and also challenges for social
media marketing practitioners. The audiences become more fragmented and
proactive, but, on the other hand, the company has the possibility to
combine various modes and categories of information in a complex
message. Social media also permit the enterprises to collect, register, analyse
and use customer data and feedback for better targeting online audiences and
customizing its messages (Gurau, 2008). In fact, the specific characteristics of
the Internet and social media applications are making the implementation of
integrated online marketing both inevitable and efficient for an online

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 approach. The cost-related factors, social interactions, interactivity, targeted
market opportunities, and customer services are excellent features for
organizations to adopt a proactive-reactive attitude and to succeed in
digital/social media marketing. On the other hand, downside of digital
media marketing such as time intensive, trademark and copyright issues,
trust, privacy and security issues, user-generated content (UGC) and negative
feedback from customers are major barriers facing by social media marketers
(Gurau, 2008). According to Designing and implementing a specific model of
integrated social media marketing can integrate these characteristics. The
message communicated online should be first infused with the core corporate
values, then adapted to the online strategy and tactics of the organization,
and finally customized for a specific combination of targeted audience and
online channel. The selection of the appropriate communication-mix needs to
take into account the characteristics of social media marketing (Gurau, 2008).

Conclusion

Social media can be established anywhere with an Internet connection, and it

should be considered by marketers, advertisers, and online content creators as a
basic part of their communications because social media affects all aspects of the
Internet and transforms the role of Internet in people’s lives (Universal McCann
2008). Today, consumers gain a new role with social media. Consumers are
becoming „„content creators‟‟ and, thus, functional consumers instead of just
consuming, as in the past. Social media applications or tools that facilitate this are

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blogs, micro blogging applications (such as Twitter), social networking sites
(such as Facebook), podcasts, and video and photo sharing sites (such as YouTube
and Flickr). Given this reality, it is useful for companies, especially marketers, to
integrate social media into marketing and their marketing strategies. This study has
attempted to identify the major advantages and disadvantages determined by the
development of Internet technology in the area of digital media marketing. Social
media is the modern tool for marketers who try every means to get their message
out to their target markets. The medium has many advantages and disadvantages
based on their firm, and many companies still struggle to find the right way to
use it. The average business owners or marketers do not fully understand the risks
and challenges in it. The field is still so fresh that it is difficult to evaluate the
qualifications of social media “experts” who offer their services online. So, before a
company step into the field of social media marketing, they have to complete full
research on social media practices. An organization has to master basic principles
and tactics of using social media as an effective tool in order to survive in the
field of digital media marketing.

Thank you for the opportunity to engage in this enriching learning experience

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