A

PROJECT ON
“A STUDY ON EMERGING DIGITAL MARKETING TRENDS
AND THEIR IMPACT ON BRAND MANAGEMENT
A PROJECT SUBMITTED TO
UNIVERSITY OF MUMBAI

FOR PARTIAL COMPLETION OF THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES(BMS) UNDER THE
FACULTY OF MANAGEMENT
BY
Mr. Sohail Sarfaraz Shaikh
ROLL NO: 107
UNDER THE GUIDANCE OF
Prof. Chandan Devidasani

ACADEMIC YEAR
2024-2025
K. M. AGRAWAL COLLEGE OF ARTS, MANAGEMENT
AND SCIENCE, GANDHARI, KALYAN (W).
 K. M. AGRAWAL COLLEGE OF ARTS, MANAGEMENT AND SCIENCE,
GANDHARE, KALYAN (W).

CERTIFICATE
This is to certify that Mr. Sohail Sarfaraz Shaikh has worked and duly
completed her Project Work for the degree of Bachelor of Management
Studies (BMS) under the Faculty of Management in the subject of Accounting
and Finance and his project is entitled “A STUDY ON EMERGING DIGITAL
MARKETING TRENDS AND THEIR IMPACT ON BRAND MANAGEMENT”
under my supervision.

I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree or
Diploma of any University.
It is his own work and facts reported by his personal findings and
investigations.

Course Co-Ordinator Principal

DR. ANITA MANNA

Project Guide External Examiner

COLLEGE
Prof. Chandan Devidasani SEAL

Date of Submission: Internal Examiner

 DECLARATION

I the undersigned Mr. Sohail Sarfaraz Shaikh here by, declare that the work embodied in
this project work Titled “A STUDY ON EMERGING DIGITAL
MARKETING TRENDS AND THEIR IMPACT ON BRAND
MANAGEMENT”, forms my own contribution to the research work carried out
under the guidance of Prof. Chandan Devidasani is a result of my own research
work and has not been previously submitted to any other University for any other
Degree/ Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Mr. Sohail Sarfaraz Shaikh

Certified by
Prof. Chandan Devidasani
 ACKNOWLEDGEMENT
To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my Principal, Dr. Anita Manna for providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator, for his moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide Prof.
Chandan Devidasani whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
 EXECUTIVE SUMMARY

In the emerging global economy, e-commerce and e-business have increasingly become a
necessary component of business strategy and a strong catalyst for economic development.
The integration of information and communications technology (ICT) in business has
revolutionized relationships within organizations and those between and among organizations
and individuals. Specifically, the use of ICT in business has enhanced productivity,
encouraged greater customer participation, and enabled mass customization, besides reducing
costs.With developments in the Internet and Web-based technologies, distinctions between
traditional markets and the global electronic marketplace-such as business capital size, among
others-are gradually being narrowed down. The name of the game is strategic positioning, the
ability of a company to determine emerging opportunities and utilize the necessary human
capital skills (such as intellectual resources) to make the most of these opportunities through
an e-business strategy that is simple, workable and practicable within the context of a global
information milieu and new economic environment. With its effect of leveling the playing
field, e-commerce coupled with the appropriate strategy and policy approach enables small
and medium scale enterprises to compete with large and capital-rich businesses.On another
plane, developing countries are given increased access to the global marketplace, where they
compete with and complement the more developed economies. Most, if not all, developing
countries are already participating in e- commerce, either as sellers or buyers. However, to
facilitate e-commerce growth in these countries, the relatively underdeveloped information
infrastructure must be improved.
Among the areas for policy interventions are:
• High Internet access costs, including connection service fees, communication fees and
hosting charges for websites with sufficient bandwidth.
• Limited availability of credit cards and a nationwide credit card system;

• Underdeveloped transportation infrastructure resulting in slow and uncertain delivery

of goods and services;
• Network security problems and insufficient security safeguards;

• Lack of skilled human resources and key technologies (i.e., inadequate professional
IT workforce);
• Content restriction on national security and other public policy grounds, which greatly
affect business in the field of information services, such as the media and entertainment

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 sectors.

• Cross-border issues, such as the recognition of transactions under laws of other

ASEAN member-countries, certification services, improvement of delivery methods and
customs facilitation; and
• The relatively low cost of labor, which implies that a shift to a comparatively capital
intensive solution (including investments on the improvement of the physical and network
infrastructure) is not apparent.It is recognized that in the Information Age, Internet commerce
is a powerful tool in the economic growth of developing countries. While there are
indications ofecommerce patronage among large firms in developing countries, there seems
to be little and negligible use of the Internet for commerce among small and medium sized
firms. E-commerce promises better business for SMEs and sustainable economic
development for developing countries. However, this is premised on strong political will and
good governance, as well as on a responsible and supportive private sector within an effective
policy framework. This primer seeks to provide policy guidelines toward this end

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 TABLE OF CONTENTS

S. No. CHAPTERS Page No.

EXECUTIVE SUMMARY 01

1 CHAPTER 1 : INTRODUCTION 03

2 CHAPTE 2 : RESEARCH METHODOLOGY 21

3 CHAPTER 3 : REVIEW OF LITERATURE 23

4 CHAPTER 4 : DATA ANALYSIS AND 24

INTERPRETATION

5 CHAPTER 5 : FINDINGS AND ANALYSIS 37

6 CHPATE 6 : CONCLUSION 46

8 CHAPTER 7 : BIBILIOGRAPHY 49

9 ANNEXURE 50

10 QUESTIONNAER 52

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CHAPTER 1 : INTRODUCTION
Introduction
Digital marketing trends continue to evolve rapidly as technology advances and
consumer behavior shifts. In today's digital landscape, businesses must stay attuned to emerging
trends to remain competitive and effectively engage with their target audience. One prominent
trend is the increasing importance of video content in digital marketing strategies. With the rise
of platforms like TikTok, Instagram Reels, and YouTube, video has become a powerful tool
for capturing audience attention and conveying brand messages. From short-form videos to live
streams and interactive content, brands are leveraging various video formats to create engaging
experiences for their audience.

Moreover, personalization remains a key focus in digital marketing efforts. Consumers now
expect tailored experiences that cater to their individual preferences and needs. This has led to
the adoption of AI and machine learning technologies to analyze vast amounts of data and
deliver personalized content, recommendations, and offers in real-time. By leveraging data-
driven insights, brands can create more relevant and impactful marketing campaigns that
resonate with their audience on a deeper level.

In addition to personalization, conversational marketing has emerged as a significant trend in

digital marketing. As consumers increasingly prefer messaging apps over traditional
communication channels, brands are integrating chatbots and AI-powered assistants to engage
with customers in real-time conversations. These chatbots can provide instant support, answer
questions, and guide users through the sales funnel, enhancing the overall customer experience
and driving conversions.

Furthermore, social commerce has gained momentum as social media platforms continue to
expand their e-commerce capabilities. With features like shoppable posts, in-app checkout, and
integrated payment systems, brands can seamlessly sell products directly through social media
channels, reducing friction in the purchasing process and driving impulse purchases. As social
commerce evolves, it presents new opportunities for brands to connect with consumers and
drive sales in a more interactive and immersive way.

Another noteworthy trend is the growing emphasis on sustainability and corporate social
responsibility (CSR) in digital marketing strategies. As consumers become more
environmentally and socially conscious, they expect brands to demonstrate ethical practices and
support causes aligned with their values. Consequently, brands are incorporating sustainability
messaging and CSR initiatives into their marketing campaigns to resonate with socially aware
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consumers and build brand loyalty.

Moreover, influencer marketing continues to be a powerful strategy for reaching and engaging
target audiences. With the rise of micro-influencers and niche communities, brands are
diversifying their influencer partnerships to access highly engaged and relevant audiences. By
collaborating with influencers who share their brand values and appeal to their target
demographic, brands can authentically connect with consumers and drive awareness,
credibility, and sales.

Additionally, the shift towards omnichannel marketing has become increasingly prevalent as
consumers expect seamless experiences across multiple touchpoints. Brands are integrating
their online and offline channels to create cohesive brand experiences that span across websites,
social media, mobile apps, brick-and-mortar stores, and more. By providing consistent
messaging and personalized interactions across all channels, brands can enhance customer
engagement and loyalty throughout the entire customer journey.

Furthermore, user-generated content (UGC) has become a valuable asset for brands looking to
foster community engagement and authenticity. By encouraging customers to create and share
their own content, brands can amplify their reach, build trust, and strengthen brand advocacy.
Whether through customer reviews, social media posts, or user-generated videos, UGC allows
brands to showcase real-life experiences and perspectives, resonating with consumers on a
more emotional level.

Moreover, immersive technologies such as augmented reality (AR) and virtual reality (VR) are
transforming the way brands engage with their audience. From interactive product
demonstrations to virtual try-on experiences, AR and VR technologies enable brands to create
immersive and memorable experiences that drive engagement and conversion. As these
technologies become more accessible and affordable, we can expect to see greater adoption
across various industries, from retail and fashion to real estate and entertainment.

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Evolution of Marketing
At the beginning of the century, social life was mostly local. It was followed by a period in
which commodities were produced on a mass scale. Consumer Marketing operated on mass
marketing principles and business primarily concerned itself with how to build the best sales
force. At the end of the century, there is an emerging global culture. The major driver of these
changes is technology. Technological change has moved steadily back focusing on the
individual. These changes shape the possibility and conduct of business. Marketing is
especially tied to communication and transportation revolution. As the tools and reach of
marketing increase, the job and responsibilities of marketers have evolved with them.Kotler
formalized this evolution with his book "Marketing Management." His key stages are
production, sales and brand management. Each of these is strongly motivated by
technological opportunities, which permit new methods and new opportunities. A fourth
stage, a focus on the individual customer, is also important. As the new technology of the
Internet develops, it reinforces the new marketing emphasis - which in many ways is a return
to business at the turn of the century.In today’s technology driven world, a new fast paced
digital economy is emerging. In the near future, it wouldn’t be surprising to see that there are
companies that exist only inside computer networks. Most business transactions will be made
electronically, directly from the producer to the consumer, bypassing the supply chain. In the
digital marketing environment, the consumer becomes an integral player in the development
of the product. In fact, a consumer might build the product himself from a wide array of parts
provided by the company. It is e- commerce that is changing the way products and services
are conceived, manufactured, promoted, priced, distributed and sold. The reason being that it
is much cheaper; it allows vast coverage and helps in serving the customer better.

Growth of Internet usage and E-commerce:

According to the research report of Goldman Sachs, India has emerged as the second largest
Internet market in Asia after China with 100 million users in 2005. It estimates that Indian
Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5
million users recorded at end of 1998. Also the figures of the number of Internet Service
Providers (ISPs) is expected to increase by leaps and bounds and March 2006 sees at least 30
private international gateways. As per preliminary findings of the NASSCOM survey, the
total volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-
99. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to-
Consumer transactions, and about Rs.119 crore were contributed by Business-to- Business
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transactions. The survey also revealed that E-Business transactions in India are expected to
exceed Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of
retail transactions.For Business-to-Business transactions, Indian industries are expected to
reach online penetration of 2% by 2003 and 8% by 2008.
The Figure below gives us a fairer idea of the current world internet usage.

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Effectiveness of Net in Reaching Out to Masses

The reach of Internet may not yet be as wide as that of other mass media, but given its unique
advantages, it is undoubtedly the communication medium of the future. Marketers around the
world have from time to time tried to reach their target audiences through various media.
Scientific and technological advances have and will continue to create newer media to
improve communication, and marketers will try to use the same to effectively address their
audiences. Internet is one of the latest to join the list of such media inventions.
Internet Fame with the Indian Audiences

Let us first take a quick look at the audience that this medium is trying to reach. The top 8
metros of the country, the scope of the Internet as a medium to reach out to a large number of
people is presently limited. However, some of these limitations can be addressed.
• Internet is available in regional languages also. Even today this medium is largely
confined to only those who are literate in English. Various initiatives of companies like ITC
and HLL like E-choupal and i-Shakti have given a considerable boost to vernacular usage of
internet
• Internet is accessible though other media also and not only through telephone lines. In
the current scenario, the usage of internet might be dominated by telephone lines, but
broadband and cable net are coming in a huge way.
Government policies are aimed at broadening and strengthening the infrastructure required
for Internet accessibile There could be several other modes to increase the reach of the
Internet. However, with the current limitations, the projections on Internet usage appear to be
as follows:
Current Media usage habits of the Indian audiences

TV, print and cinema have penetrated the most. Internet in the media terms is expected to
make an impact and show its true caliber, but is yet not taken as a serious medium.Does that
mean that Internet is not an effective tool for reaching out to people? Or is it likely to work
very well under certain conditions?To understand this better, let us compare Internet and
other traditional media, first from the customer’s point of view. Current media options serve
two broad benefits to the customer:
• Information
• Entertainment
• The reach or popularity of any media is related to

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• The extent of benefits perceived to be delivered

• The cost of acquisition of the media itself

In short, the reach is related to the net value perceived by the customer about that particular
medium.On the basis of the above clarification, Internet appears to have a comparatively
higher cost of acquisition. However, Internet has brought with it a very high degree of control
to the media user. Not only are there a plethora of sites catering to every imaginable need,
there is also a high degree of flexibility in what the user is able to do. All of this makes
Internet a highly interactive media but also an expensive one. If the internet is treated and
used exactly like any other medium, it is unlikely to yield major benefits to the marketer. Its
effectiveness is dependent not only on the target audience one is talking to, but also largely
on the ability of the marketer to make use of the real advantages of the Net like interactivity,
flexibility, ability to monitor and the like. Next, one can also evaluate Internet as a media
from the marketers’ point of view by way of a similar classification. If evaluation as per the
above classification is done, the Internet does not appear to be a very advantageous option
either in terms of reach or in terms of cost-effectiveness. But Internet has various other
advantages over the traditional media which cannot be neglected. These stem mainly from the
ability of this medium to allow a far more focused targeting as compared to other media.
mainly from the ability of this medium to allow a far more focused targeting as compared to
other media. To quickly summarize the advantages of the Internet as seen from the point of
view of the user as well as the marketer:

To the user:

Internet gives more control in choosing content. It offers customization of the content, the
way the user wants to view it. It offers a variety of options for information and entertainment.
It offers a wide range to choose from for the user.It offers tremendous convenience to the user
not only in delivery of information, but also in allowing him to transact — often in a seamless
manner.The best example of giving control of content is the My Yahoo !! service offered by
the Internet giant, Yahoo Inc. It gives the user the choice of content for various topics ranging
from news to stock options to entertainment to sports and just about everything.
To the marketer:

The Internet offers several options to a marketer trying to target a particular community

It serves not only as a channel of information, but also of product distribution

It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost

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equal to one-to-one interaction with the audience. It offers a higher level of identification of
the user to the marketer .It allows the marketer to actually link his spends to action, and pay
only on action This action could be a click on the banner or even product purchased or just a
banner impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other
media. Given the payment options and high interactivity, the Internet offers a medium for
high level of experimentation at a low cost. E.g. one can change the whole look of the
advertisement within hours and increase the effectiveness of the communication on the
Internet. Imagine doing the same with a television advertisement. Therefore, though the
Internet with its present limitations may not be able to match other media in actually reaching
out to large numbers of people, the benefits of this highly customizable and interactive
medium can be used effectively to target niche audiences.
This can be elaborated a little more by answering the following questions:

• Who are the people who can be reached through the Internet?

• Which are the products that can possibly benefit from marketing on the
Internet?

• What are the options available to the marketer to reach out more effectively to their
audiences?

• Are there ways for monitoring effectiveness of this medium in order to control it
better?

Overview of the Indian Internet Users.

According to the data available with NASSCOM, about 60 per cent of Indian Internet users
are chiefly found in the age group of 19-34. Almost 80 per cent of Internet users are males. It
is estimated that the Internet user spends an average of 10 hours per week on the Net, and
usually earns over 6000 per month. Almost 53 per cent of Internet users belong to SEC
A1/A2. More than 55 per cent of such Internet users live in towns with a population of over
40 lakhs. Even today, Indian users are most likely to use the Net for sending and receiving
emails. However, information- and entertainment-seeking are also growing.

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Which products are likely beneficiaries of the Internet?

Given that the usage of the Internet is highest amongst young, male audiences belonging to
the larger towns and who belong to higher SEC groups, for this medium to be cost-effective,
products having similar target groups would benefit the most from this medium. The most
likely examples that come to mind include telecom, financial products and services, products
related to entertainment like movies (promotions and tickets), plays, contests etc, FMCG
products where the core target audience is younger (deodorants, soft drinks), consumer
durables to some extent and high-end services like tour operators, airline services, hotels etc.
Advertising options available on the Internet.
The Internet offers a variety of options for the marketer to advertise her/his products/brands.
These include
Banner ads and their variations
E-mailers and their variations
Sponsorships
Search Engines
Affiliate marketing
In India, banners still remain the most popular option. However, wider options are now
available to the marketer which, even at the cost of being intrusive, serves to enhance the
visibility and effectiveness of the banner

The Variants of Banners include :

• Banner Ad - a graphical web advertising unit, typically measuring 468 pixels wide
and 60 pixels tall (i.e. 468x60).
• Beyond the Banner - online advertising not involving standard GIF and JPEG banner
ads.

Users are most likely to use the Net for sending and receiving emails. However, information-
and entertainment-seeking are also growing..
Button Ad- a graphical advertising unit, smaller than a banner ad.
HTML banner - a banner ad using HTML elements, often including interactive forms,
instead of (or in addition to) standard graphical elements.
Iterstitial - an advertisement that loads between two content pages.
Pop-up Ad - an ad that displays in a new browser window
In a new browser Pop Under Ad - an ad that displays window behind the current browser
window.
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Rectangle Ad - any one of the large, rectangular banner sizes suggested by the IAB.
Rich Media- new media that offers an enhanced experience relative to older, mainstream
formats.
Skyscrapper Ad- an online ad significantly taller than the 120x240 vertical banner.

Text Ad - advertisement using text-based hyperlinks.

Surround Session - advertising sequence in which a visitor receives ads from one advertiser
throughout an entire site visit.
Vertical Banner - a banner ad measuring 120 pixels wide and 240 pixels tall.Given the highly
interactive nature of the Internet, and the also fact that unlike other media it offers a higher
level of identification of the user, simple direct marketing tools such as email can also be
used more effectively. For example, a high-end car seller can today easily send an offer to
persons earning over Rs 25000 per month at a very reasonable cost and within a very short
period. Then again there are sponsorships, which can be effectively used to increase brand
salience and even change image. The other tool on the web with enormous potential, and
which has possibly not been used to its optimal level yet by marketers in India, is the search
engine. Marketers can own either popular keywords or make use of meta-tags (these are
similar to the keywords which the search engines uses to catalogue various
websites/products) in order to go higher on the search lists.reaped profits so much so that it is
now being viewed as a threat by the computer giant Microsoft Inc The above is used by the
search engine giant Google.com and it has.

Internet Marketing Tactics

There are many different technologies to facilitate your Internet marketing strategy. Some of
the most common and effective tools are:
Search Engines and Directories: Search engines are one of the most popular means of
finding web sites, second only to following links on web pages.
Search engines help people find relevant information on the Internet. Major search engines
maintain huge databases of web sites that users can search by typing in keywords or phrases.
Advertise your message. Web directories/search engines are information, gateways that have
high traffic and are good for displaying advertisement banners. They are used to find Internet
information and for this reason, appeal to broad target groups.
E-zines (Online magazines): These publications are focused on specific topics and may be a
way to reach a target audience interested in that subject. Some companies have gathered the

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 e-mail addresses of potential customers and used these lists to send out product information
specific to client interests.

Seven good reasons to establish an E-Zine

• Establishes Trust

• Brings Visitors Back

• Establishes You as an Expert

• Keeps Current & Potential Customers Up to Date on New Products & Services

• Builds Relationships

• Allows You to Build an Opt-In Email Marketing List

• Keeps Your Website Fresh in Visitors' Minds

E-mail: Ethical methods of gathering e-mail addresses are through on-line registration built
into your corporate Web sites, or requests for information forms that request submission to
your opt-in lists. An alternative is to purchase lists of customer e-mail addresses indexed by
special interests from a private company such as 'Postmaster Direct'.
Online customers are becoming increasingly selective about their relationships, the brands
they trust, and what they consider relevant. While most marketers are aware of privacy issues
and the risks of Spam, there is still need for improvement. Email marketing campaign
management is still fairly unsophisticated even at the largest of organizations.
Marketers have to think about the drivers of customer response and purchase. Over time, as
more is learned about your customer buying behavior, you can will isolate campaign and
program characteristics that drive your customer or visitor response and action. Isolating the
behavior of high value customers, business customers, or the minority of customers who
prefer to buy online will be critical. For example, new online buyers get referrals when
shopping online, while experienced frequent buyers prefer search engines.

Affiliate Marketing: Affiliate Marketing enables you to increase online sales by promoting
your products and services through a network of Affiliate sites on a payment-by-results basis.
It also provides the opportunity to generate additional revenue by exploiting your site's own
content to promote the products and services of other online Merchants. A Merchant recruits
content sites to partner with them as Affiliates in exchange for commissions. A common third
party provider such as Commission Junction can be used. The Merchant provides their
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 advertising banners and links to their Affiliates and assigns a commission for each click-
through to their site, subscription to their service, or purchase of their products that is
generated from those links. Affiliates place the tracking code for these ads and links on their
Web sites. This allows clickthrough's to be tracked online and commissions to be calculated.
If a product or service is purchased, the customer pays the Merchant directly and the Affiliate
is paid a commission for that transaction. The dating giant adultfriendfinder.com has used this
strategy to the maximum and has earned millions of dollars by proper implementation of this
strategy.
Banner Advertising: Banner advertising can play an extremely important role within your
website strategy. One can use banner advertising as a means of promoting it’s own products
and services, raising awareness, or as a way of generating revenue by selling advertising
space on your own website.
Purchasing Advertising: There are currently two widely recognized methods of purchasing
banner advertising. The rates for these are usually quoted on a cost per thousand basis or
(CPM). The rates you pay can vary tremendously as there is currently no standard price
model - so be prepared to negotiate!

Pay-Per-Impression: This method of purchasing banner advertising is based on a charge for

the number of times someone sees your banner. There are no guarantees as to how many
visitors will come to your site as a result of seeing your banner; you are simply paying for
the number of times your banner is displayed. Websites that offer such programs include
paypopup.com and adclicksor.com

• Pay-Per-Visitor: This method of purchasing banner advertising is based on a charge

for the number of times someone visits your site as a result of clicking on your banner. This is
a better method of purchasing banner advertising as you are only paying for results, although
expect to pay a premium.

• Pay-Per-Click : The revenue model of the Internet giant google.com has its very own
service which offers certain share of the profit that it makes by the click-thru that a website
generates from its adsense codes. The revenue model is known as google adsense and almost
every successful website uses this model to make profits. The Google adsense ads can be
seen on websites like Times of India, Moneycontrol.com, ManagementParadise.com and a lot
many other reputed websites.
Branding. While CTR and cost per sale relate to direct marketing objectives, another way of
looking at banner ads is as "branding" tools. They create brand awareness, and a brand image
in the viewer's mind, whether or not the viewer clicks on the ad. Branding is very difficult to
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 measure, but can be very powerful. The average click through ratio on banners is just under
1%, although with a well planned and executed advertising campaign using effective banners
you can increase this to as much as 15%, but be prepared to work at it. is It a good idea to
have a number of different banner ideas so that you can carry out small test marketing
campaigns with each one until you find those that work best.
There are a number of key issues that must be considered when designing a successful
banner:
• It must have an attention-grabbing headline.

• It must be simple and get your point across.

• It must invoke action (i.e.: "Click here")

• It must download quickly.

• It must be placed effectively on a web site, Location, Location, Location

Any campaign is limited by the amount of advertising you can do depending on the size of
your budget. Therefore it is important that you target your market carefully so as to maximize
advertising spend on effective banner campaigns.
Rich Media Advertising: Looking for ways to make online advertising more compelling,
and hopefully thereby more acceptable, marketers have increasingly been turning to
streaming advertising. In effect another kind of rich media advertising, streaming advertising
comes in two basic forms. First, it can either be part of a streaming audio or video program
on the web. With many people now listening to web radio or watching web broadcasts, this
makes perfect sense. After all, everyone is accustomed to getting commercials on their TV or
car radioIn effect another kind of rich media advertising, streaming advertising comes in two
basic forms. The other channel for streaming advertising is essentially an infomercial.
Consumers can download a streaming clip for a product or service from a marketer's
website.Two new studies recently released suggest that the streaming advertising market is
going to boom now and in the years to come. The giant ad selling company mediaturf uses
this method for providing content to advertisers
Conferences: By their nature conferences are organized for special interests. Advertising in
conference literature, print and electronic, is an excellent way to contact target markets.
Collaborative Marketing: Team up with other business to:

• Cross-promote - e.g. setting up links from one corporate Web site to another or
offering special promotions in partnership with complementary goods or services.
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• Advertise - share advertising.

• Participate in joint sponsorship of events, initiatives, informational Web sites, mailing

lists, bulletin board systems, directories, etc.

• Link exchange with trade/professionals associations to support credibility of firm,

provide further market information to customers, build their awareness and prepare them for
the action of purchasing.
• Sales Promotion: Employing methods to stimulate sales through immediate or

delayed incentives to the customer. If the incentive is attractive, the price: value ratio is
adjusted favourably enough to affect a sale. This strategy should integrate with the overall
marketing mix to balance extra sales with long-term profit motives. Examples of sales
promotion strategies are:
• Sampling - offering product samples, electronically.

• Bonus offers - offering additional goods or services when making single purchases
(e.g. buy-one-get-one-free).
• Limited time offers - attracting visitors to return to a Web site.

• Games with prizes: Useful to keep people coming back to Web sites.

• Cross-product sampling: When a customer makes a purchase they have an

opportunity to try out another company’s product/service. Also, the customer may have the

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 opportunity to try out more than one company’s product/service while testing another. Useful
for complementary products/services.
• Feature pricing: providing special pricing to those that order electronically.

• Cross-promotions with other companies’ products/services - Buy a company’s

product/service and get a coupon for another company’s product/service.
Publicity: The goal of publicity is to have others talk about the small business or its products.
It can be inexpensive or even free and it may have the potential to generate far more in sales
than even a well executed advertising plan.
Promotional Publications: Facilitate customer education, with the intention of building
corporate image and even brand awareness, the small business may sponsor and/or publish its
own electronic magazine on the Web, e-mail, etc. These are useful in fields where the
customer needs information to develop sufficient knowledge for movement through the first
three stages of the sales process of awareness, interest, and desire. Although time consuming,
they replace or complement the print versions of newsletters/corporate magazines/flyers
Subscriptions: Business marketers may use their Web sites to encourage visitors to subscribe
to receive regular email messages from the company. These messages are called digests or
newsletters, and are a clever way for marketers to push product news to willing customers.
Controlled-access Web pages: Clever business marketers may use their Web site to attract
new customers. They might publish a Web page that allows customers to download a free
trial version of a software application that expires after a time if not paid for. Or, customers
might receive an e-mail message inviting them to visit a private Web page on the company’s
intranet, and giving them a password. The company, as a way of encouraging a sale, offers
customers who visit the page a prize or enticement of some sort.
Public Forums: These are often community-based or interest-based sites that allow visitors
to communicate with one another. An opportunity for smallbusinesses to reach to their
intended target group via these forums is by posting messages or by sponsoring such a forum.
E-mail based forums appeal to a wider audience due to the greater use of this application over
Web-based forums. Web based forums are advantageous for their superior display of
advertising images/messages
Resellers: Some sites will remarket other companies’ products as intermediaries. The
companies that host these sites may have invested significant resources in making them
attractive to the target audience a small business is interested in attracted. By piggybacking
on another company’s efforts, cost-efficiencies may be realized by engaging in a reselling
arrangement.
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E-mail Links: Visitors to a site should have the opportunity to correspond with the host of
that site, especially if out of the telephone area or time zone. E-mail links may be strategically
placed throughout the site to elicit response from visitors for at various points. These are also
useful for feedback on site maintenance problems.
On-line Surveys: Information may be collected on the visitors to a Web site through
registration forms, on-line surveys, or through tracking of areas of site they visit. These
websites also offer referrals wherein if you refer someone to their site and the person
becomes a member then you are paid commission on that.
Virtual Malls: Web based sites that allow companies to post their products or services for
sale long with other companies. These may be product specific, may be arranged by
complementary products, or may have products that are not related except by their
companies’ desire to attract a similar target audience.
Measurement: The Internet has the unique ability to provide marketers with detailed
information about the success of their Web marketing programs. Companies can track visitors
to their site and collect information about them from their “cookies,” then process this
information using Web site analysis software .Cookies are a type of digital identification,

18
which is read every time the user connects to a public Web site. The Web site can collect
some very basic information about the user (e-mail address, time of day the site was
accessed, which pages were visited) and use it to create visitor profiles. Visitors can then be
identified as “old” or “new” when they visit the site. Cookies are an essential part of many
companies’ business strategies. The information collected from them is used to measure site
visitors, develop user profiles, and target advertising — in much the same way that television
allows advertisers to target their message to a certain demographic.

Understanding the Internet Customers

How to be able to use the seven P’s effectively in order to achieve the predefined goals of any
organization it is imperative to understand the customers. Customization will only be truly
effective if we understand our customers and their true needs.Before adapting marketing
practices to the Internet, the marketer needs to understand the characteristics of the online
customers. The Net users can be classified into five categories depending upon their
intention of using the Internet.

The five categories of users are:

Directed Information Seekers: They require specific, timely and relevant information about
the products and services being offered.

Undirected Information Seekers: These users require something interesting and useful.
Something that can give them an edge, advantage, insight or even a pleasant surprise.
Bargain Hunters: They are of two kind. One who look for free items on the internet and
other who are seeking better deals, higher discounts etc.
Entertainment Seekers: they see the Web as an entertainment medium of vast breath and
potential and want to explore the medium before the mass gets there.
Directed Buyers: They want to buy something - now. They are sure what they require and
just log on to the Web to purchase the item.
Internet Advertising Statistics (India)
Internet Users: 81,000,000 (as of Nov/08) (as per ITU) Penetration: 7.1% (as per ITU)
Broadband Internet connections: 3,130,000 (as of Mar.31/08) (per TRAI)

BRAND BUILDING ON THE INTERNET

The Evolving Value Propositions

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The value propositions of goods and services offered in the physical world differ pointedly
from those in the digital world. The ultimate aim of the universal marketer is to provide a
complete end-to-end consumer experience---right from the promise to satisfy his need to its
delivery. But the physical world offers only “Point Solutions” which is basically a solution of
his needs in terms of functional benefits. A credit card, for instance, allows consumers to
satisfy the immediate necessity of setting a transaction. But today’s consumers are also
looking for process and relationship benefit---book referrals at no extra cost or e-mail
reminders. The physical world is not able to deliver these benefits because of gaps in time,
space and memory. The web, on the other hand provides all of these and more (“reverse
marketing, for example, where consumers seek out vendors rather than the other way
around”) by giving the company the ownership and control over all interactions with the
consumer.
The Evolving Risk Profiles

The on-line customer is not a fickle customer, but he is a risky proposition nevertheless. This
is because all his online experience will influence consumer perceptions about the brand. If a

20
consumer buys a product from a retailer and is involved in an unhappy purchase experience
at the store, he will punish the store. But if the same experience were to occur to him at the
company’s web site, the consequences would be disastrous for the company if he were to
share his experience though different user communities using a combination of chat rooms
and electronic mails.
The Evolving Supply Chain
The transformation being brought about the Web revolution is not limited to just the
consumer. The last few years have seen a flurry of suggested business models for doing
business in the Internet era. Will the Internet era signal the death of the retailer? Or will a new
intermediary come into existence? Technological innovations have made possible two
interesting developments---the Choice board system 2 and the Vertical Portal. Because
Choice boards are essentially design tools and conduits of information, companies that
produce the products need not control them. Dell uses a Choice board system to sell its
computers but there are others like Point.com that uses a Choice board to help customers
research and buy wireless phones and accessories. The market information that a Choice
board collects about customer preferences is absolutely enormous and if the manufacturing
company does not control it, the site offering the Choice board can emerge as a powerful
intermediary. Vertical portals armed with sophisticated search engines, which specialize in a
particular industry or product category, and provide customized information and promote
online community development are the next emergent intermediaries. The sophistication and
range of information collected on customer preferences will drive emergent business models.
The Web will thus facilitate the transformation of the companies form transaction supporters
to customer relationship managers.
Critical Success factors in E-Marketing

Having observed the evolving paradigms of business in the Internet era, there are five critical
success factors that the E-Marketer has to keep in mind.

Attracting the Right Customer is the first crucial step. Rising digital penetration would
mean that the number of customer visiting particular sites would inevitably go up. While the
number of eyeballs or page views has so far been conveniently used as a satisfactory measure
by most web sites, it would be foolish to cater to the whole spectrum of digital visitors.
Content has to be very target specific. The digital company has to select its target segment by
finding out which section of customers are the most profitable in terms of revenue
transactions and who are the customers who generate the maximum number of referrals. Here
again it is important to note that the majority of online customers are not seeking the lowest
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price. Rather they are seeking convenience above everything else. The power of customer
referrals has never been so enormous, since word of the mouse spreads faster than word of
the mouth. E-Bay attracts more than half of its customers through referrals. Not only do
referred customers cost less to acquire than those brought in by advertising or other
marketing tools, they also cost less to support since they use their friends who referred them
for advice rather than using the companies’ own technical desk.
Delivering Content Value to engage the user’s interest is the critical importance in
retaining customer participation. This is because content serves as a powerful differentiator.
Content would include Product enhancements (Software patches for glitches), personalized
interactions (through customized navigation paths as seen on the web sites of GM and
Toyota) and Problem Resolution (updates of delivery schedules and e-mail responses).
Integral to the concept of delivering proper content value is innovation. The retail financial
services industry, for example, is changing rapidly with multiple players jockeying for
position. Product innovation serves as a key tool to attract new customers. Priceline.com, for
example, has revolutionized the travel and related services business by letting in a form of
“buyer driven commerce” Customers specify their desired prices and competing
companies then bid for customer requirements. Delivering proper content to make existing
customers in the traditional “brick” business switch to Web-enabled transactions makes a lot
of sense because in every conceivable case, the cost of Web-Based transactions is an order of
magnitude less than the traditional ways and is decreasing at a faster rate. The cost of an
Internet based banking transaction is less than one- tenth the cost of a human teller
transaction. It is keeping this aspect in mind that Indian Banks have started toying with the
idea of setting up Internet kiosks to let their low-value customers settle their banking
transactions at the kiosk nearest to their place..
Ensuring E-Loyalty is vital to the success of any online venture. This is because acquiring

customers on the Internet is enormously expensive and unless those customers stick round
and make lots of repeat purchases over the years, profits will remain elusive. Contrary to the
general view that Web customers are notoriously fickle, they in fact follow the old rules of
customer loyalty. Web customers stick to sites that they trust and with time consolidate their
purchases with one primary supplier to the extent that purchasing from the supplier’s site
becomes part of their daily routine. The issue of trust is integral to the issues of privacy and
security. Companies like Amazon.com, which command amazing levels of consumer trust,
have used a variety of encryption tools ad simple ethical decisions like not accepting money
for publishers for independent book reviews to maintain the trust of its customers.
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 E-Learning to facilitate personalized interactions with customers has been the biggest
contribution of the Web to the marketing strategists. Customers in traditional bricks-and-
mortar stores leave no record of their behavior unless they buy something—and even then the
date might be sketchy. In the digital marketplace, however technology has made the entire
shopping experience a transparent process. For example, if the customer exits the web-site
when the price screen appears, he is a price sensitive consumer. Such minute tracking of
customer behavior has major implications for the world of advertising. The Internet may soon
be used as a test bed for testing prototypes of marketing and advertising campaigns. By
monitoring pages selected, click throughs, responses generated, and other indicators, the
company would be able to discover which parts of a prospective campaign would work, thus
reducing the risk of a potential flop. This would make it possible for the company to modify
its product offerings much earlier than usual in the product life cycle.
Providing Digital value to the evolving consumer through his life cycle has become
possible because of customized interactions and emerging business models. These models
have often disturbed the traditional status quo and created new rules of business. The sectors
where new business models will emerge or have emerged are the music industry, the financial
services industry, the travel industry, the relating segment and the publishing segment. Digital
value is delivered to the consumer by promising him convenience, allowing the customer to

feel his ownership of the Web experience, and giving the customer a sense of belonging that
traverses the physical boundaries.

BENEFITS OF INTERNET MARKETING

The reason why internet marketing has become so popular is because they provide three
major benefits to potential buyers:
• Convenience: Customers can order products 24 hours a day wherever they are. They
don’t have to sit in traffic, and a parking space, and walk through countless shops to find and
examine goods.
• Information: Customers can find reams of comparative information about
companies, products, competitors, and prices without leaving their office or home.

• Fewer hassles: Customers don’t have to face salespeople or open themselves up to

persuasion and emotional factors; they also don’t have to wait in line.

23
Internet marketing also provides a number of benefits to marketers

• Quick adjustments to market conditions: Companies can quickly add products to

their

offering and change prices and descriptions.

• Lower costs: On-line marketers avoid the expense of maintaining a store and the
costs of rent, insurance, and utilities. They can produce digital catalogs for much less than the
cost of printing and mailing paper catalogs.
• Relationship building: On-line marketers can dialogue with consumers and learn
from them.
Audience sizing: Marketers can learn how many people visited their on-line site and how
many stopped at particular places on the site. This information can help improveoffers and
ads. Clearly, marketers are adding on-line channels to find, reach, communicate, and sell.
Internet marketing has at least five great advantages. First, both small and large firms can
afford it. Second, there is no real limit on advertising space, in contrast to print and broadcast

media . Third, information access and retrieval are fast, compared to overnight mail and even
fax. Fourth, the site can be visited by anyone from any place in the world

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 Objectives :
The present study revolves around the following objectives:

To study the concept of Digital Marketing in india and its applicability to various emerging
facts of the Indian economy.
To analyze the digital marketing strategy in india.
To study the opportunities and challenges faced by the digital marketing sector in india.

WHAT IS INTERNET ADVERTISING?

Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads on search engine results pages, banner ads, RichMedia
Ads, Social network advertising, online classified advertising, advertising networks and e-
mail marketing, including e-mail spam.Online video directories for brands are a good
example of interactive advertising. These directories complement television advertising and
allow the viewer to view the commercials of a number of brands. If the advertiser has opted
for a response feature, the viewer may then choose to visit the brand’s website, or interact
with the advertiser through other touch points such as email, chat or phone. Response to
brand communication is instantaneous,and conversion to business is very high. This is
because in contrast to conventional forms ofinterruptive advertising, the viewer has actually
chosen to see the commercial.
Changing patterns of Marketing

Traditional Marketing V/s Internet Marketing

Marketing over the years more so recently has started being used interchangeably with
advertising. Now since the explosion of the internet; advertising paradigms have been
constantly changing.The first Web advertisement was placed on the Hot Wired web site in
October 1994. AT&T, MCI, Sprint, Volvo, Club Med, ZIMA were the first to try it out and the
Internet advertising has come a long way since then. Here, I would attempt to compare
Internet Advertising with Traditional Advertising:
Let’s have a look:

Traditional Advertising:

• Traditional advertising is static.

Space is not a restricting factor
• The proportion of advertising to editorial is high sometimes 50:50.

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 Does not evoke immediate action.
• Response to the action is not immediate.
Advertisements are passively received.
• Advertising does not always target a much focused audience.
Advertisements are ubiquitous.
Whereas Internet Advertising :
• It is dynamic with multimedia- supporting text and graphics video sound all
together.
Space is a problem, as regards size of the banners etc.
• A web page would be 91% editorial and 9% advertising.
Invokes immediate action as you at-least need to click on the ad.

• First response is immediate as when the user clicks, the person is directed to
other web page with more details.
The user has high attention level and concentration while using the net, and
hence they notice the ad. (please refer the chapter)
• This can be much focused.
Advertisements catch users when they are on the lookout for some thing. For
example the search is for travel on a search engine there are ads of travel agents on the
net.
Thus we see that advertising is changing and so are the rules for advertising on the internet.
So while designing or formulating any advertising strategy for a brand on the internet a
manager has to take in to account factors like: -
The Internet has made a huge impact on advertising. Companies should be careful as regards
joining the IT bandwagon. They should not advertise on the net just to project themselves as a
techno savvy company or mayboffers and ads. Clearly, marketers are adding on-line channels
to find, reach, communicate, and sell. Internet marketing has at least five great advantages.
First, both small and large firms can.
• Afford it. Second, there is no real limit on advertising space, in contrast to print and
broadcast media. Third, information access and retrieval are fast, compared to overnight mail
and even fax. Fourth, the site can be visited by anyone from any place in the world because
their competitor is doing the same thing. It should be a well- planned campaign full of
specific information and attention catching.
• The 'net' charges are on the higher side (though there has been a steep decrease in the
rates in the last few months). Hence people would be wary of the fact that ads consume a lot
of online web time and hence they avoid clicking on average ads. Therefore, advertises
should be designed in such a fashion that they attract attention and induce people to click on
the net.

26
• One more thing would be to generate 'search' specific advertising. This would mean
that if I give a search for books on the search engine, the ads displayed would be related to
the books.
• Generally, people perceive the ads to be time consuming and full of unwanted
information. Care should be taken to design the ads in such a way that the information they
provide or the hyperlinks they provide to a site gives adequate and specific information.
• The ads and the subsequent information on the web site should be constantly updated
and highlighted in the ads and thus induce repeated clicks on the ad.
• Last but not the least; the ads should be designed so as to attract attention of
maximum number of people and inducing them to click, failing to do so the advertiser ends
up defeating his own purpose.
The Channel Strategies for delivering Digital Value to customers

The Internet era has shown that companies have risked damaging relationships in their
physical chain to compete in the electronic channel. The ubiquity of the Internet the fact that
cross-linkages are possible to any degree, has meant that companies have usurped the role of
other value providers in the value chain to gain competitive advantage. When companies
pirate the value chain of the industry they are essentially eliminating layers of costs that are
build into the current distribution system. However pirating the value chain does not mean
that the number of intermediaries in the whole process would necessarily decrease. The
emerging economic structure of Electronic Commerce would mean that profits would lie in
the intermediate transactions rather than in the final sale of the good. Companies would aim
at cutting down their traditional margins (give up the cost plus pricing structure) and aim at
high inventory turnover. In retailing profitability is primarily.
The challenge will lie in managing these multiple channels of experience
It is likely that most companies will find that they will have to integrate several distribution
channels to provide the customer with a seamless purchase process. The key challenge is thus
to ensure that the personalized nature of the experience is not much different across channels.
Can an Internet bookseller allow its customers to experience the same ambience on the net as
it does in the bookstore or vice-versa? If it cannot then companies will face friction among
the alternative distribution channels and the already established physical channel might
complain about its profitability being affected by digital purchases. This may be typified by
friction between vehicle dealers and the company over orders trough an auto company’s Web
site. Complementary to the problem of managing multiple channels of distribution is the
development ofinfrastructure needed to support such a distribution network. The billing
27
system and pricing strategies have to be properly frames and executed
Objectives of Internet Advertising

Advertising: As far as advertising on the Internet goes, all advertisements will serve to
attract the user's attention and draw him to the company, which is advertising.
Build brand awareness: Direct or indirect methods can be used on the websites to build
brand awareness of the different brands of a company. This is where the Internet scores
traditional media and methods as explained below.
Stimulate direct action: Visitors to a company's web site should get involved with the
offerings on the site. Valuable customer information can also be captured and tracked for
future marketing initiatives.
Promote its brands: Promotional give - away or contests generate excitement while
simultaneously promoting your brands online, aiding off - line sale.
Building a culture around its brands: This goes along with that company's traditional
advertising.
Surrogate advertising: This is another means of surrogate advertising of the company,
where all forms of traditional advertising fail. Surrogate advertising can be proved to be
positive in case of advertising on the Internet
Features of Internet Advertising

Advertising on the Internet has certain unique features that differentiate it from other forms of
advertising. They are as follows:
Member registration: Member registration is an efficient tool that is used by firms to create
their database. Such a database may be used to design promotional campaigns. Allowing
registered users to participate in various events can follow systems of free registration.
Online opinion polls: Opinion polls are conducted to obtain the responses from users
regarding the firms' products and services besides including topics of general interest.
Newsletters: Regular newsletters are sent especially to registered users. These contain
information about current updations on the site and activities being performed by the
company.
Contests and sweepstakes: Contests are useful in attracting new users to websites.
They may be for simple things depending on the product or service being advertised. The
prizes offered are in a wide range and usually have the logo of the company and the
homepage address displayed prominently.
Content: The content of the advertisement can be regularly updated with news regarding
the activities of the firm. A fact-based section showing the manufacturing processes of a
company may also be included. The use of multimedia tools can make this more interactive.
E-cards: Users send free cards via e-mail from the site of the company advertising the
product. The card prominently displays the logo or the baseline of the brand. The cards may
be for different occasions such as birthdays, festivals, birthdays, etc. These cards are used to
reinforce brand identity. Star endorsers of the brand may also be included in the picture
postcard themes.
Downloads: Downloads may include various utilities for the computer such as icons, desktop
patterns, screensavers, themes, etc. Registered users get the opportunity of downloading
software. Charts and other informative articles may also be included.
Coupons: Coupons are used to promote sales off-line. Sending discount coupons for the
products and services of the company on special occasions can do this.

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INTERNET ADVERTISING TRENDS
There is no question that the growth of Internet advertising is outpacing offline advertising.
As more and more companies realize the real value in advertising their goods and services
online, they are diverting funds from other forms of offline advertising to compensate.
Consequently, the market share of Internet advertising is continually growing while the
market share of offline advertising mediums stagnates or declines. At the current rate of
growth, Internet advertising has already overtaken radio advertising in spending and market
share. While outdoor advertising is also experiencing growth, it is not growing as rapidly as
Internet advertising, and Internet advertising has already overtaken it.The dominant forms of
offline advertising, television, newspapers and magazines, still hold the lion share of the
market, but their market share is expected to decrease slowly over the next few years. Some
estimations predict Internet advertising will hold as much as 10% of the global advertising
market share by 2009.The growth in Internet advertising is due to two different factors, more
advertisers moving promotions online and the growing penetration of the Internet itself.
Because the Internet isstill a relatively new medium when compared to other long established
advertising mediums like newspapers and television, advertisers have not yet realized the full
potential for gain. Even in developed markets, ad budgets don’t even come close to matching
consumptionrates. This shows how much room for growth Internet advertising really has.
While there is no way to guarantee these predictions, the current trends bear them out. Market
share for Internet advertising will surely continue to grow rapidly over the coming years.In
2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for
advertisers as it is for consumers. Social networking is the ultimate manifestation of user
generated content, and as such, holds more potential for growth than any other form of
content on the Web today. User Generated Content (UGC) and Social Networks aretrans
forming the media ecosystem. Gone are the days when power rested in the hands of afew
content creators and media distributors. Gone are the days when marketers controlled the
communication and path between advertisement and consumer. Today’s model is
collaborative, collective, customized and shared. It’s a world in which the consumer is the
creator, consumer and distributor of content. Today there are over a billion content creators
and hundreds of millions of distributors. The proliferation of quality, affordable
technologyduring the past 5 years, one of the most profound social effects of the Internet has
been the democratization of media. Nowadays, anybody with a computer and an Internet
connection is ready to start broadcasting to the whole world, for free. Online tools such as the
well known Blogger make publishing on the Internet extremely easy and accessible to people

29
with hardly any technical knowledge. The phenomenon of democratized media results in a
landscape of millions of micro-media, most importantly in the following forms:
Weblogs (or blogs) are in fact web pages that are extremely easy to update, published by
one person or a group. Blogs typically offer the possibility for readers to leave comments on
posts, which typically leads to dialogue.

Podcasts (combination of the words iPod and Broadcast) are essentially radio programs,
distributed in MP3 format. Creating a podcast is still relatively easy and very cost-effective.
Podcast can be easily downloaded to a portable MP3 player.
Videocasts (Video Podcasts) are video files distributed in MPEG-4 format. Home-made
videocasts are starting to appear through videocasting, available instantly to the whole world.
Wikis are types of websites that enable cooperation (open to the public or within a company
or group) by allowing people to freely edit all of its content. The result is a publicly edited
website, with as little top-down control as possible. The best known wiki is Wikipedia.org, an
online encyclopedia that allows all registered users to improve its articles.
The first three of these new forms of media come with a universal technology for distributing
content over the Internet: RSS. RSS is a very important part of all three technologies, as it
allows consumers to literally subscribe to content.
RSS (Rich Site Summary or Really Simply Syndication) facilitates syndication of content.
By subscribing to an RSS feed, content will be delivered automatically to the subscriber’s
computer, rather than him or her going out to a website to find it. This content can be text
(weblog or news feed), audio (podcasts) or video (videocasts). These feeds can we viewed in
so called RSS readers, software (web based or stand alone) that receives these RSS feeds,
interprets them, and shows their content either as articles or as multimedia. New uses for RSS
are being developed constantly and according to many, it will be the future standard.

Consequences
Of distributing content on the Internet, in the broadest sense.Combinations of these
technologies are leading to a complete democratization of media. Individuals find themselves
with the same possibilities as mayor newspapers, groups startweblogs that compete with
global content distributors, and online radio stations emerge.Thecost of broadcasting has
never been so low. Everybody with a PC and an Internet connection can not only access all
traditional media from all over the world, but also themicro-content added to the media
landscape by individuals. Millions of people have evolvedfrom being mere media consumers
to being media producers as well.

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 CHAPTER 2 : RESEARCH METHODOLOGY

Research design
This is a descriptive research as it will clarify the doubts about online advertising. It would
give us a clear picture on the effectiveness and reliability of online advertising compared to
the traditional form of advertising.
Data collection

Secondary data: Online reports related to advertising.

Primary data: Questionnaire, Personal Interview, Interview with Marketing Professional.

Sample universe

Basis of sampling:

• Sample should be a user of internet or should have knowledge about internet.

• 50 numbers in all

Sampling Technique:

Judgmental Non Probability sampling can be used to select the individual units for better
productivity of the questionnaire.

Objectives
Objectives :
The present study revolves around the following objectives:
To study the concept of Digital Marketing in india and its applicability to various emerging
facts of the Indian economy.
To analyze the digital marketing strategy in india.
To study the opportunities and challenges faced by the digital marketing sector in india.

Hypothesis
Research hypothesis is null in case of my research study .

MARKETING RESEARCH

Title
A study on the effectiveness of Internet Advertising in Mumbai

31
PURPOSE AND SCOPE OF STUDY
Advertisers are expected to spend Rs. 22,500 million in internet advertising in the year 2009
third only to TV and Print ads, which is around 5257% more than that in the year 2004,
compound percentage increase of 124% over the last 5 years. This is the new age of
advertising. It is true that people have started realizing that internet can serve as a one stop
point for all their needs. Be it communication, entertainment, shopping, information search,
internet serves as a panacea for all their requirements. This has led 70% of the ever users to
glue themselves to the Internet and access it on a regular basis. This is an opportunity for
advertisers to exploit this revolution. But, is it the end of traditional advertising? Is internet
advertising effective and efficient compared to the traditional form?? Does it fulfill the basic
objectives of advertising (create awareness, to generate sales, build positive image, etc…)???
The problem is that, volumes of consumers are online everyday for their personal work, but
do they notice the ads, banners etc. displayed on that webpage, most important what is their
recall/remembrance value. What about the reach of online advertising, is it effective across
over all target groups? We have trusted traditional advertising all these years and it’s a 32
proven medium that fulfills all the objectives of advertising, can one have the same trust for
online advertising.
RESEARCH OBJECTIVES

To compare the trust level of traditional advertising and online advertising (consumers point
of view) To find the effectiveness of internet advertising (reach and creation of awareness)

To find the reliability of internet advertising (recall and remembrance.

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CHAPTER 3 : REVIEW OF LITERATURE
Introduction:

Digital marketing has emerged as a transformative force in the business landscape, revolutionizing
the way companies connect with their target audience. This literature review aims to provide a
comprehensive overview of key themes, trends, and research findings related to digital marketing.
As businesses increasingly shift their focus towards online platforms, understanding the nuances of
digital marketingbecomes imperative for sustainable growth.

1. Evolution of Digital Marketing:

The evolution of digital marketing can be traced back to the advent of the internet. The transition
from traditional to digital marketing signifies a paradigm shift in the way businesses engage with
consumers. Various scholars (Smith, 2015; Chaffey et al., 2019) highlight the dynamic nature of
digital marketing, emphasizing its continuous evolution in response to technological advancements.

2. KeyComponents of Digital Marketing:

Digital marketing encompasses a diverse set of channels and strategies. Search Engine Optimization
(SEO), social media marketing, email marketing, and content marketing are some of the pivotal
components explored in the literature. Researchers (Ryan & Jones, 2018; Dave et al., 2020)
emphasize the need for an integrated approach, wherein businesses leverage multiple channels to
create acohesive and effective digital marketingstrategy.

3. Impact on Consumer Behavior:

The influence of digital marketing on consumer behavior has been a central focus of research.
Scholars (Kumar et al., 2016; Li & Bernoff, 2017) highlight the role of personalized content,
targeted advertising, and social media engagement in shaping consumer perceptions and purchasing
decisions. Understanding the psychology behind online consumer behavior is crucial for businesses
aiming to create impactful digital marketing campaigns.

4. Challenges and Opportunities:

While digital marketing offers tremendous opportunities, it also presents challenges that businesses
must navigate. Privacy concerns, information overload, and the dynamic nature of digital platforms
pose challenges for marketers (Smith & Zook, 2016). On the flip side, the vast reach, real-time
analytics, and cost-effectiveness of digital marketing provide businesses with unprecedented
opportunities for market expansion and brand building.

5. Future Trends:

As technologycontinues to advance, the landscape of digital marketing is expected to evolve further.

Artificial intelligence, augmented reality, and voice search optimization are emerging trends that
researchers (Singh & Verma, 2021; Choudhury et al., 2022) predict will reshape the future of digital
marketing. Staying abreast of these trends will be essential for businesses seeking to maintain a
competitive edge.

33
 CHAPTER 4 : DATAANALAYSIS ANDINTERPRETATION

Q1 Can social media marketing really helps your business ?

• Yes
• No

Particulars No of respondents percentage

Yes 46 92%
No 4 8%

Interpretation:- As per the research report 92% of respondent are happy with
digital marketing and said digital marketing really helps their business and 8% of respondent
are not happy with digital marketing, they said traditional marketing is really helpful.

34
Q2 What is your frequency of being online ?

• Low
• Very Low
• High
• Very high

Particulars No of respondent Percentage

Low 13 26%
Very low 11 22%
High 18 36%
Very high 08 16%

Interpretation-As per the research report most of peoples spend their maximum time
of being online , As per the response of respondent 16% of peoples being online very high
and 36% of peoples are high, moderate, 26% low and 22% very low.

35
Q3 which sources do you refer the most to get awareness of various
brands ?

• Prints advertisement
• Television
• Communication outdoor media
• Online media

Particulars No of respondents Percentage

Print advertisement 08 16%
Television 13 26%
Outdoor media 12 24%
Online media 17 34%

Interpretation-As per the research report 34% of peoples use online media to aware
the customers about various brands and 26% of peoples use television communication for the
awareness of the peoples , 16%print media and outdoor media are used by 24% peoples each.

36
\
Q4 Company should online activity in there marketing efforts ?

• Strongly Agree
• Agree
• No Opinion
• Disagree
• Strongly disagree

Particulars No of respondent Percentage

Strongly agree 17 34%
Agree 13 26%
No Opinion 06 12%
Disagree 08 16%
Strongly Disagree 06 12%

Interpretation-As per the research report 34% are peoples of strongly agree to use
online marketing in their marketing efforts , 26% of peoples are agree to use online activities
in their marketing efforts and 12% of peoples have no opinion 16% peoples are disagree and
12% of peoples are strongly disagree .

37
Q5 I prefer online ads it is safest to use ?

• Agree
• Strongly Agree
• No Opinion
• Disagree
• Strongly Disagree

Particulars No of respondent Percentage

Agree 19 38%
Strongly Agree 14 28%
No opinion 06 12%
Disagree 07 14%
Strongly Disagree 04 8%

Interpretation-As per the research report 38% of respondent are agree to use online
ads and as per the research report 28% respondent are strongly agree to use online ads in the
digital marketing research report, 12% peoples (respondent) have no opinion to use online
ads in digital marketing , 14% .

38
Q6 Do you sell your product online ?

• Yes
• No

Particulars No of Respondents Percentage

Yes 43 86%
No 7 14%

Interpretation :-
As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

39
Q7 Do you agree that social media marketing is less costly as compare to
traditional marketing?

• Strongly agree
• Agree
• No opinion
• Disagree
• Strongly Disagre

Particulars No of respondents Percentage

Strongly agree 20 40%
Agree 17 34%
No opinion 06 12%
Disagree 05 10%
Strongly Disagree 02 04%

Interpretation-
As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

40
Q8 Digital marketing is much more attractive than traditional marketing ?

• Strongly agree
• Agree
• No opinion
• Disagree
• Strongly Disagree

Particulars No of respondents Percentage

Strongly Agree 15 30%
Agree 18 36%
No opinion 07 14%
Disagree 06 12%
Strongly Disagree 04 08%

Interpretation-
As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

41
Q9 Do you think that digital marketing can be used as an effective
marketing strategy in place of the digital marketing strategy ?

• Yes
• No
• Do you Know /Can not say

Particulars No of respondents Percentage

Yes 23 46%
No 12 24%
Do You Know/Can Not Say 15 30%

Interpretation-

As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

42
Q10 Do you think that rural india has the potential for the entry the
operations of digital marketing ?

• Yes
• No
• Do you Know /Can not say
• Urban bias of the study

Particulars No of respondents Percentage

Yes 20 40%
No 10 20%
Do you Know/Can not say 08 16%
Urban bias of the study 12 24%

Interpretation-

As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

43
Q11 Do you think that risk factor is involved in digital marketing

• Yes
• No

Particulars No of Respondent Percentage

Yes 20 40%

No 30 60%

Interpretations –
As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

44
Q12 Online ,marketing preferred more than offline marketing

• Yes
• No

Particulars No of respondents Percentage

Yes 27 46%

No 23 54%

Interoperation -

As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

45
Q13 I prefer online advertising as it is safety to use ?

• Strongly agree
• Lack demonstration
• Privacy issue
• Often interrupting

Particulars No of respondent Percentage

Strongly agree 19 38%
Lack Demonstration 13 26%
Privacy Issue 10 20%
Often interrupting 08 16%

Interperation -

As per the research report 38% of respondent are agree to use online ads and as per the research
report 28% respondent are strongly agree to use online ads in the digital marketing research
report, 12% peoples (respondent) have no opinion to use onlineads in digital marketing , 14%

46
 CHAPTER 5: FINDNG AND ANALYSIS
PART
Attitude towards Advertisements
One can clearly make out that consumers perceive advertisements as a source of information
and awareness, be it general or towards TV commercials.

Attitude towards ADs 1

many people find advertisements to be irritating, annoying or waste of time. This clearly
shows a positive attitude toward them and hence is a good indication for marketers.

Attitude towards TV/radio ads

Influencer behind Decision Making

Influencers influence the decision making process of a potential consumer. Influencers can be
advertisements, friends, relatives, third party or it can be self motivated also.In Delhi (as the
target market is Delhi) we can infer that friends and relatives are the major influencers behind
decision making.
Consumer preference of advertising

TV commercial
Again, one can easily make out that traditional form of advertising has an edge over internet
advertising in terms of consumer preference mode of advertising. Traditional mode got over
82% preferences than that of internet advertising which is a huge margin.The reason for this
is same as that of influencer, i.e. cultural attitude of consumers towards
advertising.Consumers would prefer to check out ATL elements in case there is a need i.e.
information search and take their decision in terms of purchasing.

Consumers Trust on advertising

The above is the chart for trust level of advertisement medium from consumer’s point of
view. Again recommendation and traditional advertisement are a leap ahead of online mobile
and BTL form of advertising. One can say that Indian mentality towards online form of
advertising is still at the baseline and that of mobile is even worse.

Initial Conclusion I
One can confidently conclude that consumers still trust and prefer the traditional form of
advertising than that of online.

PART II
Time spent…
In an average, a person spends more than 4 hours on the internet during his free time which is
70% more than that of TV and movies and around 300% more than that of radio and print
medium.Hence, on an average the exposure of internet to an individual is around 150% more
than that of other mediums i.e. the reach of medium internet is much better than that of
others.But one cannot infer anything about the effectiveness of the medium through exposure

47
(reach) alone. One needs to calculate the impressions (actual number of times an individual
sees the ad) of the medium also.
Impression of TV Ads (Ad avoidance)
When there were only 2 channels which were “Doordarshan”, consumers didn’t have any
choice but the see the commercial ads in between the programs. That time the impression was
very high and hence was a very effective and efficient medium of promotion.Now, with more
than 250 TV channels, 20 Radio channels, the consumer has lot of options,he may change the
channel, or may ignore it completely.According to the survey, around 64% of consumers see
the ad if they find it to be entertaining,creative, humorous or in some way attractive and
appealing.Of course there are people (26%) who change channels during breaks but not
always. In fact, according to the survey there was no one who change the channel each and
every time.Effectively, 75% of viewers will see the advertisement if the ad is attractive and
appealing. Hence there is a probability of .75 of a consumer viewing the particular
advertisement (for creating awareness and information) on television making it an effective
mode ofcommunication. As it is, it is the second most trusted mode of communication in the
minds of people.

I SEE/CHEACK ONLINE ADS

Itdepend

Never

0.0 % 20.0 % 40.0 % 60.0 % 80.0 % 10 .0 %

Impression of Online Ads (Ad avoidance)

Itdepend
Often
Sometimes
10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

Whereas in case of online advertising, around 79% of consumers ignore it completely, i.e.
they don’t even see them and that of 21% see them if they find it to be attractive.Out of that
21%, 15% said that the intension was not to see those ads, but they didn’t have any option but
to see them as they were Interstitial Adverts, Pop – up ads or Floating ads. These ads either
block the view of the content, or appear right in the middle of the page, or keeps on floating
(moving) around which is considered to be very irritating for the consumers.Effectively, only
6% saw the online advertisement coz they were of their interest or was attractive. Some said
they liked few ads coz of their interactivity and animation effects. This might give that flash
ads are more appealing.Trust levels of online advertisements are at the bottom of the list.
Hence considering thetrust levels and the effective impression, one can conclude that it is not
an effective mode of communication.
Initial Conclusion II
Even though the reach of internet is much higher than that of other modes, its ability to attract
consumers for awareness creation is very low. Hence comparatively, traditional modes
especially TV commercials are a better option.

48
PART III
Ad Remembrance

The question that was asked in the survey was the latest ad that they remember in the specific
medium. Only 11 % could remember their last online ad, whereas 90% could remember the
TV commercial.In this case also, traditional form of advertising has a huge edge over the
online form.
ONLINE
PRINT
TV

0 10 20 40 60 80

AD REMEBERANCE

Ad Remembrance & Recall

This is for the last five ads that they had seen consciously or unconsciously. In case of TV
ads, 84% remembered their last five ads and of them 83% could recall them which is a very
good score in terms of creating awareness.In case of Online ads, only 54% could remember
their last five interaction and of them only 30% could recall.
160
140
Column3
East
120
10
80
60
40
20
0
TV ONLINE

Remembrances and Recall 1

Initial Conclusion III

One can easily make out the reliability of online and TV ads through the remembrance and
recall values. It’s pretty clear that TV ads are much reliable than that of their counterparts.

49
 Case Study
Rediff.com
Rediff.com is one of the premier worldwide online providers of news, information,
communication, entertainment and shopping services for Indians.Known for being one of the
first with news and providing accurate and trustworthy information, Rediff.com provides an
ideal platform for Indians worldwide to connect with one another online fast. Rediff.com is
committed to offering a personalized and a secure surfing and shopping
environment.Rediff.com additionally offers the Indian American community one of the oldest
and largest Indian weekly newspaper, India Abroad.Founded in 1996, Rediff.com is
headquartered in Mumbai, India with offices in New Delhi and New York, USA

Rediff.com is the leading online network targeting India and Indians worldwide. They
provide original and third-party branded content through interest-specific channels, extensive
Web-based community features such as free e-mail, chat, personal home pages and an India
adapted search engine, and the largest e- commerce platform in India. They have designed
their Web-site offerings by keeping the slow access speed available to most Indian Internet
users in mind. Rediff believes that it has created the online network of choice for Indian
Internet users, as well as created a highly desirable advertising and e-commerce platform for
advertisers and merchants respectively.They believe that their success to date is attributable
to the following key success factors:

• Focus on India & Indians Worldwide: They serve the online needs for Indian
Internet users and people of Indian origin worldwide and have developed their product
offerings based on the demands and the requirements of their user base. They have been in
business since 1996, and hence have a large archive of Indian focused content. Rediff
provides their users with:
• Broad range of community offerings such as, chat, singles channel and personal
homepages that allows users to interact with other Indians with similar interests;
• Search engine, with technology from Inktomi, that has been customized to provide
India relevant content as top searches for queries by users;
• Channels that are relevant to Indian interest, e g Horoscope, Cricket, Singles, Indian
finance, Indian music and Indian movies;

• Up-to-date news focused on India, constantly updated by their in-house editorial staff,
featuring interviews with several leading Indian politicians, movie stars, and celebrities;

50
• Airline and train schedule and availability, thereby eliminating the need for Indian
users to queue up in airport and train stations;
• An easy to understand interface that strikes the right balance between an attractive
visual appearance and fast down-load times for people accessing the site with low speed
modems.

• Comprehensive online offering: Rediff believes that it is "one-stop-shop" for Indian

Internet users by satisfying all their online requirements. By providing them with locally
relevant content, community functionality, and ability to shop online, it has been able to
attract and retain users on its site for extended periods. They believe that their extensive
offerings coupled with their aggressive branding program have made them the most
recognized Internet brand in India. To help advertisers reach the Rediff audiences, theyhelp
them build their sites, design their banners and sponsorships and lead them through a
comprehensive service to assist their marketing efforts on the net.
• Leading e-commerce platform: Rediff has created the Rediff Marketplace which
provides Indian merchants a guide and effective way to move from being merely
advertisers/sponsors on their site to selling their goods and services online.To demonstrate the
value of this proposition they created a Rediff Book Store and Music Store online and the
initial positive results from them has allowed them to sign up more merchants.Till date they
have put online several dozen merchants in India and are now completing development of
software that will allow merchants to automatically sign- up, create their own store and
transact business on the web.
On the other hand they have created the necessary facilities to allow their site visitors to
easily search and provide the right goods and services in the Rediff Marketplace.

51
Promotional Strategies
Rediff generally believes advertising in mass media like Television, Newspaper etc.A part
from these general means of advertising it also believes in promoting the site through web
promotion. The best e-commerce site in the world is worthless if no one can find it. But, too
often, ecommerce start-ups use shotgun marketing, simply advertising everywhere, to
everyone, in the hope that a fraction of a percent of those who see the ads will
respond.Majority of the Rediff customers come through search engines, such as Yahoo,
Google, AltaVista and others. So they see to it that they are getting their site listed, making
sure that their site shows up high in the list of search results and ensuring that their site is
listed for specific keywords which is a science in itself.Rediff also believes in Word of
Mouth policy, an offline strategy. This can be done only if they provide innovative products
and services to its customers and to see that what the made by them is being fulfilled, more
the number of people visiting their site more is the awareness made by them to other people
For E.g. Rediff offers ‘Rediff Blogs’ a service that allows a user to publish their thoughts and
ideas directly on the web. Rediff.com is the first Indian website to offer Blogs to Indians
worldwide using the latest in the internet technologies.A Blog or a web log is a personal or
conversational website updated frequently with views, links, commentary and such other
information relevant to a particular topic. This could comprise of links and commentary from
other websites on topics of interest such as writing diaries, poetry, uploading photos,
providing project updates, news about a company, a person or an idea and even fiction. This
service enables the user to express his opinions, be heard and make friends on Rediff.com.
The process of setting up and updating a blog is very simple. All a user needs is a
Rediff.com account. Thereafter a blog can be set up in three simple steps, starting with
entering a subject, choosing a template and making an entry into the blog.
Building Trust

Online users expect certain things from the service provider i.e. easy to use and trouble free
procedures like while creating a new Rediffmail account, the information asked by Rediff to
the online user is very specific and up to the point. According to them trust is an ongoing job,
at no point can they afford to loose a valuable customer. Rediff has got this system whereby
if a customer after shopping is not satisfied with the product purchased from Rediff, they can
return the goods back to Rediff even if they have used the product. Rohit Varma, Chief
Marketing Officer said that it is these small things that one has to take into consideration and
which can create a sense of trust in the minds of the customers.

52
C2W & Hungama
The first full-fledged website in the Indian market to start broadcasting to cater to this need
was Contest2Win (www.contest2win.com), now simply c2w.com, keeping in mind the
impatience levels of users online. C2W edged its way slowly but steadily into the minds and
onto the fingertips of Indian users by striking barter deals which involved their URL (Internet
address) being mentioned in traditional media in exchange for hosting contests and
promotions on their site. With enthusiasm that ran deep, but pockets that didn't, Alok
Kejriwal, CEO, did not spend on the traditional advertising and PR channels from the time
they went live in November 1998. On the other hand, Hungama.com took the other route,
living upto its name when it launched in March 99. Online advertising, professional PR, and
attractive promotions in prominent net-savvy community hangouts like night clubs and cyber
cafes in Bombay, Bangalore and Delhi all went towards literally raising a Hungama about
this new website in almost no time at all!The business model of sites like C2W and Hungama
is simple - they believe in the Internet maxim: "content is king". And they keep that content
fresh. Of course, content for them is not news and features, but contests, promotions and
incentives rewarding users for spending time on their sites. And there are four steps involved
in making this business model pay off for them:

Creating Content

Both Hungama and C2W have aggressive teams that interact with various brand and
marketing managers to get more brands on their sites, with hundred of big brands like Philips,
HLL, UDV and Sony already enticed by what the medium has to offer. Contests and
promotions are either created exclusively for the Net, or are online adaptations of existing
traditional world contests.

Attracting Users

C2W has emblazoned its brand - their URL - into the minds of current and potential members
by cross promotion in traditional media like outdoor, print, television, and even on product
packaging. Hungama chose to storm the market and create an identity and brand through
physical contact in the real world where their target audience cannot miss them. Special
incentives to cyber cafe owners also ensure prominent display and rewards for getting their
members to sign up.
53
Keeping Users

By constantly adding new contests and promotions to their sites, C2W and Hungama ensure
that their visitors keep coming back. Hungama.com has even gone to the extent of giving
away prizes every hour, by the hour, with over 100 prizes being distributed daily from their
office!

Selling Eyeballs

Today, C2W has a database 35,000 strong (growing at 35% per month), all with authentic
registration details - after all fake details means that your prize may never reach you.
Hungama, though a recent entrant, is fast catching up. As these numbers grow, these eyeballs
will attract advertisers to the sites, bringing in advertising revenue, either for banners or for
paid promotions. C2W already has Intel advertising on their pages, while the Hungama pages
are still banner-free.
The Future

C2W has already finalised plans for Pan Asian reach, and are looking for strategic partners
for the American and European market, to become the world's contest portal - a one-stop site
for contests and promotions. "Free" seems to be a four lettered f-word for Neeraj Roy, CEO,
and Hungama.com who emphatically states that his site is not a contest freebie site - it is
ePromotions sites that will continue helping brands get their message to online customers
through incentives.Whatever tag you put on them - be it freebies, incentives, contests,
promotions, or brand-building exercises in cyberspace, there are more eyeballs being
attracted, and slowly but steadily, more brands being attracted by these eyeballs

Fabmart

Fabmart is one e-tailer, which keeps hitting the headlines often, as much for its new
initiatives, as well as for reports that say that Rupert Murdoch and Dhirubhai Ambani have
looked at equity stakes in the e-tailer. So, what makes this 10-month- old online store click?
Fabmart went online on September 29 last year, and processed 12 transactions in its very first
day of operation. What followed were days of struggle when the store survived on minimal
transactions. But shoppers kept trickling in, and there was no day when Fabmart failed to
attract at least one request. The store now registers about 250 transactions a day, with the
average transaction amount hovering at around Rs 200.A leading IT magazine in its recent
54
survey on Indian e-commerce engines picked Fabmart as the ‘best focused’ e-commerce
shop. More recently, readers of Chip magazine voted Fabmart the ‘best virtual superstore’.
Fabmart acknowledges that not all e-commerce ventures will survive and expects “most of
them to fall by the wayside”. Talking to Praxis, K. Vaitheeswaran, Vice-President, Marketing,
Fabmart, outlined how his company’s e-tailing model is different from horizontal portals and

other e-commerce engines. Being an early mover, and now an established one, the Fabmart
model is now considered a benchmark for financial institutions looking at e-commerce
ventures.

How it Differs

According to Vaitheeswaran, horizontal portals offer all things to all people, and online
shopping will remain a small part of such ventures. These portals are not focussed e-
commerce engines. Fabmart believes in providing depth rather than width. Starting with
books and music, it now offers a wide collection from within these categories and, according
to Vaitheeswaran, it focuses on providing high levels of customer satisfaction. The store is
designed on the ‘find what you needfast’ policy. Take the bookstore, for instance. A shopper
can use the option of searching either by title, or first/last name of the author. There is also an
additional facility of advanced search for those who would like to search by combining two
or three options.The search options are similar for the Fabmart music store. Once the
customer has selected the items to be purchased, he/she then clicks on the ‘add to shopping
cart’ icon and goes through the entire shopping process. At the time of confirming his/her
order, the shopper is given a reference number that can be used to track order status. Fabmart
is banking on the virtual store’s depth in offerings and customer satisfaction initiatives to add
value to its e-tailing business. And this, it hopes, will be the final differentiating factor.

The Fulfillment Process S o u r c i n g It’s easy to lose an online customer. For him to prefer
an online store to a neighbourhood shop would have been a difficult decision involving a
fundamental behavioural change. And the e-tailer just cannot disappoint the customer in
service or delivery. In fact, Fabmart is to shortly introduce an online call center (live chat)
where a customer can get instant feedback on his/her queries. Fabmart’s fulfillment process
can be broadly classified into:

D e l i v e r y O r d e r C o n s o l i d a t i o n Fabmant Process 76 Sourcing involves

collecting various customer orders from wholesaler/distributor/ production agencies on an
ongoing basis. At the consolidation stage, the sourced items from the wholesaler are

55
segregated according to individual orders and finally packed on the basis of individual.
consignments. Once the allocation of each order is completed, shipments are made through
Blue Dart couriers. The key element here is Fabmart’s completely automated and Web-based
solution, which works on a virtual inventory model where Fabmart does not hold any
inventory at all.
The store is still able to meet the delivery commitment within 72 hours typically. Fabmart
claims to ship about 95 per cent of its orders within 48 hours, a feat it can achieve because of
its rapport with the big book and music companies in India. Fabmart also has a seven-day,
noquestions- asked return policy under which customers can return any items, with a small
note stating the reason for dissatisfaction, and Fabmart bears all shipping expenses.The
Payment Mechanism
The e-tailer has put in place two kinds of security mechanisms – one for debit/credit card
transactions and the other for confidentiality of personal details. Fabmart and Citibank
launched what they thought as ‘the world’s most secure’ payment process on the Internet in
December 1999. In this mechanism, the card number is not provided to the online store but
given directly to the bank. In addition, the customer needs to key in the PIN to ensure that no
misuse of the card is possible. And since this is done on an SSL (Secure Socket Layer)
encrypted link, accessing the card number while it is in transit is not possible. Sensitive
customer details are accessible only to officials in the rank of Vice- President and above and
not to allemployees. Fabmart’s privacy policy clearly states that customer details are not sold,
rented or leased out to third parties.Why Fabmart Outsources Fabmart outsources most
functions which have no direct bearing on the customer. For instance, hosting is managed by
Bharti Telecom, the payment gateway is outsourced to Citibank and networking is in the
hands of Wipro and Compaq. According to Vaitheeswaran, Fabmart has identified four areas
likely to impact a customer: the brand, the relationships with book and music companies, the
store itself, and customer fulfilment.

All other functions are outsourced. Even customer fulfilment, to an extent is managed
through outsourcing. Blue Dart delivers goods to 850 points across the country. Similarly,
execution of responses to Fabmart’s customers is done through an external eCRM firm. If a
portal is compared to a human body, all its parts except the brain can be outsourced, and
Fabmart claims to be the brain.One frequently asked question is how viable is outsourcing.
While it is true that Fabmart tends to spend more resources on the outsourcing model,
according to Vaitheeswaran, it certainly pays, especially when the time gained is considered.

56
If Fabmart had to develop and execute all the operations by itself, it would not have been
possible for the company to make the site functional in six months.

Fabmart’s Long Term Viability

Fabmart’s advantage may be that it is a pure e-commerce venture; advertisement revenues are
not counted upon. In fact, the store does not welcome ads, except those relating to books and
music. Any available virtual real estate is used for in- shop promos. With initial VC funding
of about Rs 5.5 crore, the online store recently mopped up another Rs 25 crore with second
round funding from venture capitalistWith a registered customer base that is likely to grow,
the store is confident about revenue flow, and Vaitheeswaran says Fabmart hopes to break
even by its third year when it expects business turnover to touch Rs 45 crore.A jewellery
store was launched recently, while a grocery shop is on the anvil, with the ultimate aim to
emerge as a focused virtual superstore. The jewellery store, which went online in June with
about 5,000 items, targets the impulsive buyer. And jewellery transactions are expected to
drive up the average value of an online transaction. The grocery shop will attract online
customers for need-based purchases. Fabmart’s aim is to achieve a mix in customer
demographic profile – with both impulsive and need-based consumers. Fabmart would also
need to gear up for competition from players such asWith a customer base of over 25,000,
Fabmart hopes not too many will switch loyalties. The e-tailer hopes to consolidate further in
the time that competitors will take to adapt to the dynamics of the Net business. Says
Vaitheeswaran: “There’s nothing like time gained.”Thus, we can see that a marketer uses
Internet for marketing products, its brands and also promoting one’s as well as others brands
and building trust in the minds of the customers.. The meaning and the definition of
“Internet Marketing” changes from organization to organization. Rediff resorts to buying
and selling its products online and getting revenues by the use of advertising other company’s
advertisement on its website. Hungama & Contest to Win deals in promoting and helping
other company’s in building their brands online.

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 CHAPTER 6 : CONCLUSION

Benefits of Internet Marketing

Internet Marketing is a hot topic especially in these days of instant results. The reason why i-
marketing has become so popular is because they provide three major benefits to potential
buyers:
• Convenience: Customers can order products 24 hours a day wherever they are. They
don’t have to sit in traffic, and a parking space, and walk through countless shops to find and
examine goods.
• Information: Customers can find reams of comparative information about
companies, products, competitors, and prices without leaving their office or home.
• Fewer hassles: Customers don’t have to face salespeople or open themselves up to
persuasion and emotional factors; they also don’t have to wait in line.
Internet Marketing also provides a number of benefits to marketers:

• Quick adjustments to market conditions: Companies can quickly add products to

their offering and change prices and descriptions.
• Lower costs: On-line marketers avoid the expense of maintaining a store and the
costs of rent, insurance, and utilities. They can produce digital catalogs for much less than the
cost of printing and mailing paper catalogs.
• Relationship building: On-line marketers can dialogue with consumers and learn
from them.

• Audience sizing: Marketers can learn how many people visited their on-line site and
how many stopped at particular places on the site. This information can help improve offers
and ads.
Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. I-
marketing has at least five great advantages. First, both small and large firms can afford it.
Second, there is no real limit on advertising space, in contrast to print and broadcast media.
Third, information access and retrieval are fast, compared to overnight mail and even fax.
Fourth, the site can be visited by anyone from any place in the world. Fifth, shopping can be
done privately and swiftly.The Internet is a powerful tool for strengthening relationships. By
offering customers content and time value, E-Marketing has opened new vistas for marketers.
The greatest feature of the digital economy is that it enables the E- Marketer to eradicate man

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 traditional barriers before entering new markets. These barriers include economies of scale
and geographic positioning. The innate strength of an E-Market comes not from the seamless
flows of goods and services from the producer to the customer but in the geometrically
increasing returns from converging ideas and technological change the strength of online
communities has never been so great, and companies have used them to develop new
markets.Notice how Linux distributed free on the Net has been able to build up a faithful
customer base. Ultimately here also the marketer has to realize that nothing sells as well as a
good product. But the beauty of the Internet is that it offers constant opportunities for product
enhancement based on continuous customer feedback. Companies who have tuned their
business processes to incorporate these customer responses have been able to leverage the
power of the Web to gain competitive advantage.

RECOMMENDATIONS

The following are a few things an internet marketer can do to maximize the potential of his
website: -

Domain Fault Repair – This function directs the web visitor to the right site after she/he
potentially may have typed in the wrong Internet address.
Site Customization: - One of the web-based CRM most important advantages is the volume
of information available to the browsing customer. Unfortunately, the sheer volume of
information can be one of the weaknesses of web-based CRM design. Sites that offer
customization features allow user to filter the content they see. The future of truly web-based
CRM will be the completely “one-to-one” web sites. When properly customizable on the first
visit, the customer on a next entry can choose to see only his/her own preferences. (Example:
yahoo.com; my yahoo)

Alternative Channels – Different ways to contact the company are offered, for instance,
Email, Fax toll-free numbers, Postal Address, Call back button and Voice over IP.
Local Search Engine – Allows the visitor to search on key words to quickly locate specific
answers on the website.
Membership – The visitor can request a password. With this password he can continue surfing
on password protected web pages within the website.
Mailing List – To receive more information, the visitor can add his/her email address to a list
to receive automated emails.

Site tour – The visitor can follow a tour through the website.
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 Site Map – This is a hierarchical diagram of the pages on the website, also called a site
overview, site index, or site map.
Introduction for First-Time Users – Visitors, who enter the site for the first time, can surf
to an introduction page. This page contains information about “How to use the site most
efficiently”
Chat – A main advantage of the Internet is its self-generating advantage. By allowing
visitors to interact with each other and with the site, they create content for the site.
All this will help build a relationship with the customer and it will ultimately help the
marketer to achieve his objectives.Internet has opened up new avenues for reaching the
consumer. It is true that there is never a fixed way or strategy that a marketer can use to
market its products and services on the internet but it is still very much an arena where
creative thinking can take the company reach new heights. Thus we can say that marketing
has not changed its shape. It is the same, unpredictable, unusual and creative field that needs
constant change and open inputs that can work wonders for the company.

60
 CHAPTER 7 BIBLIOGRAPHY

Books
Marketing Management – Philip Kotler Marketing.Com – Vijay Mukhi
E-Business Essentials- Matt Haig
Magazines
Business Today -March3, 2002 subscription

Articles
Economic Times- December 15, 2001
Indian Express-September 3, 2000

Personnel
Mr. Vikram Kumar, Director, MAQ Softwares ( Project Guide ) Mr. Jeetu Chimnani, Chief
Executive Officer, J-Info

Websites www.rediff.com www.hungama.com www.fabmart.com www.j-info.com

www.marketingterms.com www.internetworldstats.com

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 ANNEXURE

Survey Location Survey Date Executive

Brand Name of the Business :

Timings : Off Day :

Nature of Business /Products :

Business Address :

Ph No(s) : Email Id :

Website : Contact Person’s Name :

Contact Person’s Designation : Ph No :

• Have you heard of Southdelhishopping.com ? Yes No

• Do you occasionally offer sales and discounts on your product service Yes No

• If yes how many times in a year

• List any current Sale/Offer Valid till

• Do you give out promotional coupons : Yes No

• Which deal site ( If any) have you utilized in the recent past :

• To promote your sales n Offers / Coupons/Deals/Events which medium do you utilize

for advertising : Newspaper Radio Outdoors SMS Flyers Online Give details to our
walk in customers Other

• If you use online advertising which media you use Google Adwords
Banner of relevant sites Others

• Are you listed in any or more of the online listing sites, if yes which all :

62
• What are your annual spends on listings on websites ? Rs 1000 to 5000 Rs 5000-
10000 Rs. 10000 - 25000 Rs 25000-50000 Rs 50000 and above

• Do you sell your products online Yes No

• Given a feasible option would you be interested in selling online Yes

No
• Would you like that our executive calls on you to explain the value proposition of
www.southdelhishopping.com for your business Yes No

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 QUESTIONNAIRE

Q1 Can social media marketing really helps your business ?

ANS:-
• Yes

• No

Q2 What is your frequency of being online ?

ANS :-

• Low

• Very Low

• High

• Very high

Q3 which sources do you refer the most to get awareness of various

brands ?
ANS :-

• Prints advertisement

• Television

• Communication outdoor media

• Online media

Q4 Company should online activity in there marketing efforts ?

ANS :-

• Strongly Agree

• Agree

• No Opinion

• Disagree

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 • Strongly disagree

Q5 I prefer online ads it is safest to use ?

ANS :-

• Agree

• Strongly Agree

• No Opinion

• Disagree

• Strongly Disagree

Q6 Do you sell your product online ?

ANS :-

• Yes

• No

Q7 Do you agree that social media marketing is less costly as compare to

traditional marketing?
ANS:-

• Strongly agree

• Agree

• No opinion

• Disagree

• Strongly Disagre

Q8 Digital marketing is much more attractive than traditional marketing ?

ANS :-

• Strongly agree

• Agree

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 • No opinion

• Disagree

• Strongly Disagree

Q9 Do you think that digital marketing can be used as an effective

marketing strategy in place of the digital marketing strategy ?
ANS:-

• Yes

• No

• Do you Know /Can not say

Q10 Do you think that rural india has the potential for the entry the
operations of digital marketing ?
ANS :-
• Yes

• No

• Do you Know /Can not say

• Urban bias of the study

Q11 Do you think that risk factor is involved in digital marketing

ANS :-

• Yes

• No

Q12 Online ,marketing preferred more than offline marketing

ANS :-

• Yes

• No

Q13 I prefer online advertising as it is safety to use ?

66
ANS :-

• Strongly agree

• Lack demonstration

• Privacy issue

• Often interrupting

67