Vous êtes sur la page 1sur 23

CHAPTER 1

INTRODUCTION

There are not many studies conducted in Mumbai in the area of digital marketing.
This concept is rapidly emerging as a new concept which is aggressively adopted
internationally for marketing success. In todays time, social media channels such as
Facebook, Twitter, Google and other social media firms have successfully
transformed the attitudes and perceptions of consumers and in the end helped
revolutionized many businesses. This was done through measurable vast network of
customers with trustworthy data with real-time feedback of customer experiences. It
is much more convenient for businesses to conduct surveys online with a purpose to
get relevant information from targeted groups and analysing the results based on
their responses. Potential customers can look for reviews and recommendations to
make informed decisions about buying a product or using the service. On the other
hand, businesses can use the exercise to take action on relevant feedback from
customers in meeting their needs more accurately.
Change is constant and with time new ideas are accepted and adopted. In order to
make the decision to understand the advantage of online marketing, advantages
must be highlighted for industry players to realize its power.

Michael Aldrichs invention of digital marketing or digital marketing in 1979


allowed the consumers to buy goods or services directly from a seller by using a web
browser over the Internet. The prospect of online marketing is increasing in India
with the increasing internet literacy. Flipkart, Snap deal, Amazon.com, and eBay are
few of the online retail corporations. Wang and Emuian (2004) defined digital
marketing as buying stuff through the internet. The items are usually sent to the
buyers door step that you have purchased online. Turban et al. (2002) explains that it
is an emerging concept us through cargo or courier. The entire Process of buying and
selling or exchanging products, services and information is via the Internet. In a
country like India uses of electronic (digital) marketing services are increasing
drastically and therefore, it is necessary to understand the consumers online as well
as offline buying patterns. The dominant factors that influence consumer perceptions
of digital marketing are Information, Ease of Use, Convenience, Satisfaction,
Security/Privacy, and Proper Utilization of the channels. The Internet can be a
powerful tool for the manufacturers for advertising and marketing goods and services

1 | Page
and through this they can also attract new customers or market the business. But
sometimes the online transactions are not safe; therefore, people hesitate to do any
online transactions. Internet helps in changing the way customers shop and buy
goods and services. To purchase the products or services they are no longer bound to
the opening times or specific location. Through instant messaging, internet forums,
and social networking, the internet boom has enabled new forms of human
interactions. Through digital marketing etc. internet has also revolutionized the world
of business and it has come as a boon for both retail outlets and small artisans and
traders. Consumers, especially youth, are spending longer hours on the internet due
to the increasing penetration of internet and activities such as social media
networking and to attract them it makes an efficient tool for companies to generate
advertisements. Through the online medium that helps them to target their specific
group of consumers, companies are now spending huge amounts on advertising.
Companies are experimenting with various forms of online advertisements with rapid
changes and advances in technology, like floating ads, click ads, pop up ads, flash
ads, pop under ads and video ads. Towards the use of technology for promotions the
consumers are also responding in terms of their varying attitudes.

Marketing Hurdles Digital Media Must Overcome

While dead tree media continues to die, the granddaddies of digital media, like AOL
and Yahoo, are reinventing themselves to meet the challenges posed by the expanded
reach and use of social media. At a number of Internet Week events, specifically The
Future of Media and IABs Innovation Days, high-profile media executives such as
Tim Armstrong of AOL, Arianna Huffington of the Huffington Post, and Robert
Bowman of MLB.com discussed how theyre integrating traditional journalism and
social media.

2 | Page
Digital media executives must understand that marketers have three challenges to
getting their message out and breaking through the ever-increasing digital noise.
They are:

Expand reach: While digital media attracts an always-on audience across an array
of devices that is great for targeting and micro targeting, the major sites in any
category still cant match the size of televisions mass audience. In fact, concurrent
digital and TV media consumption continues to thrive.

Improve advertising effectiveness: While banner ads can be used cost-effectively


across a broad array of digital media entities from an advertising creation
perspective, they dont necessarily yield strong results. To help achieve marketing
goals, digital advertisers must test different aspects of the mix. Among these are
special, often site-specific advertising formats, behavioural targeting where relevant
ads pop in a non-targeted context, and new advertising content to overcome fatigue.
According to Robert Bowman, use of a tailored ad format increased advertising
response significantly, which is no surprise since the special format would have stood
out anyway.

Drive engagement: Marketers need more than a sexy, award-winning ad. They
must show real performance in terms of enhanced brand metrics, increased
engagement, and expanded fan bases that translate to measurable bottom line results.
As Tina Sharkey of BabyCenter pointed out, its important to be present when and
where prospects and consumers are discussing needs related to your product offering.

To this end, marketers must assess their answers to a variety of metrics-related


questions to determine the effectiveness of their message and the context in which
its delivered to achieve their business goals. Among the salient questions to consider
are:

Audience.
1. What is the number of unique readers of the digital medium and specifically
to the section(s) where youre advertising?

3 | Page
2. Do this mediums readers gather information across a broad spectrum of
topics or are they focused on specific issues?
3. Are these readers regular consumers of this mediums content or do they
only come when prompted by specific cues such as topics of interest?
4. What is the timing of their reading consumption and how does this relate to
the effectiveness of advertising on this site?
5. Do readers exhibit specific traits such as geography, age, interests, or
behaviour that matches your target audiences characteristics?

Format.
1. How is the content delivered to these readers? Is it on a digital media
website, in e-mails, RSS feeds, blogs, tweets, or referred by their friends, either
digitally or via old fashioned word-of-mouth?
2. In what format do readers consume this content? Is it text, audio, or video?
Does this affect how your ad is portrayed and its effectiveness?
3. How does the church and state of this mediums editorial and advertising
policies affect your campaign? Arianna Huffington pointed to an example of a major
banks ad that performed well next to a negative banking story that occurred without
editorials knowledge.
4. Do ads stand out in the context of this mediums content? Do readers have
advertising blindness (i.e., do they avoid seeing the ads)?
5. What related marketing (in terms of landing pages, related content, website,
e-mail, and/or search) is needed to support this ad?
6. Do you need to create different ads for your campaign to be portrayed
effectively across different devices?

Branding.
1. Does the use of this digital medium contribute to traditional brand metrics
such as brand favourability and intention to purchase?
2. Does the use of this medium provide a forum that enables brand
engagement?
3. How does the digital media entitys brand reflect on your offering? Is this an
important consideration?

4 | Page
Social.
1. How long do readers spend with a specific digital medium?
2. Is the digital media and/or your advertising content worthy of being shared
via Facebook, Twitter, or other sharing vehicles?
3. Do readers talk and/or comment on issues that are important to your
campaign in this digital medium?
4. What level of corporate transparency do marketers need to have in order to
advertise on this digital medium?

Revenues.
1. Does the use of this digital medium drive directly measurable sales?
2. Can results of the ad be tracked as contributing to sales? This can be a
challenge for more brand-oriented advertising and purchases that have long
consideration periods.

Costs.
1. What is the media cost of delivering your message?
2. What are the related digital advertising costs such as ad creation, special
formats, more frequent content changes, and behavioural targeting?
3. How does the effectiveness of this campaign relate to its cost?
4. Does the use of this digital medium and/or all of the digital media increase
the complexity of your marketing? Can you track and assign a cost for this work?
5. Does the use of this digital medium reduce the need for other more
expensive marketing?

While there are many digital advertising metrics marketers can track, measuring
performance in a dynamic media environment can be extremely challenging. The key
is to keep in mind your business goals and choose the metrics that yield the best
results for your business.

5 | Page
The future of digital marketing in India

The future scope of the Digital Marketing industry is that there will be more points of

contact. I visualize a future where advertising like the one we see on Times Square

will be taking place in all cities around the World through the evolution of electronic

ink technology.

While all other industries are struggling with a growth rate of 5 to 10 %, digital

media industry is booming high with 40% growth rate. But the most remarkable

point is that this growth rate is not going to be stagnant in the coming years.

Scope for digital marketers in India will only get bigger and better in the years to

come. You might feel the need to know as to why is this so and in fact there is

nothing wrong in researching something before you dive into it. This is why we have

done a research and have come up with some facts and figures that will help you

decide the worth of digital marketing before it is too late.

About Digital Marketing

Digital marketing is a booming industry. You will have to work with the analytical

part of a website. You need to implement the latest SEO, PPC and CRO strategy. You

have to track the visitors and implement the strategy according to the need of the

project. You have to do all the client handling and the reporting.

This will open a new door for Digital Marketers to not only run display ads online,

but also offline which the consumers will be able to interact with using their mobile

phones.

6 | Page
Digital is the communication technology used to market a message. It includes

computers, smartphones, cell phones, tables, game consoles. And it uses platforms

like websites, email, apps, and social networks.

Marketing is a process. Its ultimate purpose is to communicate the value of a product

or service to people to such a level that the people want to purchase the product or

service or at least, are interested in learning more about the product or service.

The basics of marketing will never change because it involves telling the story of a

brand to people. Culture, society, gender, demographics are all environmental and

should be a vital part of all marketing efforts but it still boils down to getting a

message in front of people. The message must appear where the target market/ideal

customer is already looking.

Digital Marketing Market Scenario

However, before we go ahead with anything else lets have a sneak peek to the

market scenario at present.

The world of marketing has seen a great revolution in past few years whether it is

advertising, promotion or sales. Even those who were unsure of the potential of

digital marketing in the last decade have now dived into this ocean of opportunities

offered by the internet. Unlike, television marketing when your target audiences were

reached only during the prime time, digital marketing allows you to connect with

your customer almost anytime and the entire credit goes to the internet and mobile

devices. The way people are getting smartphones and tablets for anything and

everything, it is apparent that demand for digital marketers will only increase in the

coming the time.

Internet & Mobile Some Facts and Figures: -

7 | Page
As per a recent study, although internet penetration in India is yet to cross 16% of the

population, however in absolute numbers this percentage works out to nearly 10

times the population of Australia.

According to a recent report released by IAMAI and IMRB, internet penetration in

India has crossed the 200 million mark by October 2013. Besides, it is estimated that

there will around 243 million internet users in the country by June 2014, leaving

behind the US as the worlds second largest internet base after China.

Moreover, India has 110 million mobile internet users of which 25 million are in

rural India. Of this 5 million internet users in rural India 70% access the web via

mobile phones.

Not just that India with more than 82 million monthly active Facebook users spots

the third position in the world after the US and Canada and it is expected that that the

country will have the worlds largest Facebook population by 2016.

Digital Marketing will remain as the most powerful way of Marketing in the
future. Some of my observations on the changing trend of digital marketing are

1. People have started looking for more interesting and informative things on the

internet that can help them create value rather than fake and made for marketing type

things, hence marketing strategies will move towards creating those kind of assets.

8 | Page
2. Marketing objectives will try to help people get better in their business through

ones own business. Creating and maintaining a network of people who are interested

in ones business will be given priority.

3. As always, content will be the most important aspect of digital marketing and

again the nature of the content is going to be more specific and deeply researched

about a topic, moving away from the perspective of Selling to making it more

useful for the audience.

4. General techniques like SEO, SEM and Social Media Marketing will be there.

However, personalized marketing activities targeting specific set of audience and

influencers will be given higher importance.

5. Automation in marketing will emerge more effectively and will be predominant in

future.

9 | Page
CHAPTER 2

LITERATURE REVIEW

The purpose of doing research in the area of digital marketing is because it seems
huge, intimidating and foreign. Businesses are looking for clearer picture to start but
do not know where and how to start doing digital marketing. In todays time, social
media channels such as Face book, Twitter, Google and other social media firms
have successfully transformed the attitudes and perceptions of consumers and in the
end helped revolutionized many businesses. This was done through measurable vast
network of customers with trustworthy data with real-time feedback of customer
experiences.
.It is much more convenient for businesses to conduct surveys online with a purpose
to get relevant information from targeted groups and analysing the results based on
their responses. Potential customers can look for reviews and recommendations to
make informed decisions about buying a product or using the service. On the other
hand, businesses can use the exercise to take action on relevant feedback from
customers in meeting their needs more accurately.
Digital marketing is the use of technologies to help marketing activities in order to
improve customer knowledge by matching their needs (Chaffey, 2013).
Marketing has been around for a long time. Business owners felt the need to spread
the word about their products or services through newspapers and word of mouth.
Digital marketing on the other end is becoming popular because it utilizes mass
media devices like television, radio and the Internet. The most common digital
marketing tool used today is Search Engine Optimization (SEO). Its role is to
maximize the way search engines like Google find your website.
Digital marketing concept originated from the Internet and search engines ranking of
websites. The first search engine was started in 1991 with a network protocol called
Gopher for query and search. After the launch of Yahoo in 1994 companies started to
maximize their ranking on the website (Smyth 2007).
When the Internet bubble burst in 2001, market was dominated by Google and Yahoo
for search optimization. Internet search traffic grew in 2006; the rise of search engine
optimization grew for major companies like Google (Smyth 2007). In 2007, the
usage of mobile devices increased the Internet usage on the move drastically and

10 | P a g e
people all over the world started connecting with each other more conveniently
through social media.
In the developed world, companies have realized the importance of digital marketing.
In order for businesses to be successful they will have to merge online with
traditional methods for meeting the needs of customers more precisely (Parsons,
Zeisser, Waitman 1996).
Introduction of new technologies has creating new business opportunities for
marketers to manage their websites and achieve their business objectives (Kiani,
1998). With the availability of so many choices for customers, it is very difficult for
marketers to create brands and increase traffic for their products and services. Online
advertising is a powerful marketing, vehicle for building brands and increasing traffic
for companies to achieve success (Song 2001). Expectations in terms of producing
results and measuring success for advertisement money spent, digital marketing is
more cost-efficient for measuring ROI on advertisement (Pepelnjak, 2008). Today,
monotonous advertising and marketing techniques have given way to digital
marketing. In addition, it is so powerful that it can help revive the economy and can
create tremendous opportunities for governments to function in a more efficient
manner (Munshi,2012). Firms in Singapore have tested the success of digital
marketing tools as being effective and useful for achieving results. (Teo, 2005). More
importantly, growth in digital marketing has been due to the rapid advances in
technologies and changing market dynamics (Mort, Sullivan, Drennan, Judy, 2002).
In order for digital marketing to deliver result for businesses, digital content such as
accessibility, navigation and speed are defined as the key characteristics for
marketing (Kanttila,2004). Other tried and tested tool for achieving success through
digital marketingis the use of word-of-mouth WOM on social media and for making
the site popular (Trusov,2009). In addition, WOM is linked with creating new
members and increasing traffic on the website which in return increases the visibility
in terms of marketing. Social media with an extra ordinary example Facebook has
opened the door for businesses to communicate with millions of people about
products and services and has opened new marketing opportunities in the market.
This is possible only if the managers are fully aware of using the communication
strategies to engage the customers and enhancing their experience (Mangold, 2009).
Marketing professional must truly understand online social marketing campaigns and
programs and understand how to do it effectively with performance measurement

11 | P a g e
indicators. As the market dynamics all over the world are changing in relation to the
young audience accessibility to social media and usage. It is important that strategic
integration approaches are adopted in organizations marketing communication plan
(Rohm & Hanna, 2011).
Blogs as a tool for digital marketing have successfully created an impact for
increasing sales revenue, especially for products where customers can read reviews
and write comments about personal experiences. For businesses, online reviews have
worked really well as part of their overall strategic marketing strategy (Zhang, 2013).
Online services tools are more influencing than traditional methods of
communication (Helm, Mller, Mauroner, Conrad, 2013). As part of study, it is
proven that users experience increase in self-esteem and enjoyment when they adapt
to social media which itself is a motivating sign for businesses and marketing
professional (Arnott, 2013). Web experiences affect the mental process of consumers
and enhance their buying decision online (Cetin, Cristiana, Rdulescu, 2012). This
study is very valuable for marketing professional as it highlights the importance of
digital marketing. The Internet is the most powerful tool for businesses
(Yannopoulos, 2011). Marketing managers who fail to utilize the importance of the
Internet in their business marketing strategy will be at disadvantage because the
Internet is changing the brand, pricing, distribution and promotion strategy. Mumbai
has seen tremendous growth in media with 20 million people have access to the
Internet but still marketers insist on doing things the traditional way (Mohsin 2010).
Management and structure in Mumbai are still based on ancient paradigm where
customers are moving ahead with their demands and expectations. This gap is
widening day by day
with limited skills and mindset available in Mumbai to solve the problem for the
demanding customers. Companies in Mumbai including the MNCs are going the
traditional way and keeping the digital aspect just to show off in tune with the
modern trends.

CHAPTER 3

12 | P a g e
RESEARCH METHODOLOGY

Research Objectives

To understand the attitude of the youths towards digital marketing.


To find out the reasons/ factors attracting the youths to digital marketing.
To find out the various issues, if any, faced by the youths going in for digital
marketing.

SCOPE OF THE RESEARCH


To find out the factor that influences the youths for digital marketing.
To determine the feature of the website that attracts the consumer to purchase
online.
To find out the issues related with digital marketing.

CHAPTER 4

DATA COLLECTION AND INTERPRETATION

13 | P a g e
1. On which of these online communities do you hold a personal account?

Medium Respondents out of 40(in percentage)


Facebook 52.5%
Twitter 27.5%
LinkedIn 15%
YouTube 5%

respondents

5
15

52.5

27.5

Facebook Twitter LinkedIn Youtube

Analysis
The statement shows the major youths prefer Facebook ass medium of communication and
twitter being a part where is LinkedIn being a professional tool for communication and
connect and YouTube a marketing video channel

2. How important are social media accounts such as Facebook, Linked-In,


Twitter etc. for you?

Response Respondents out of 40(in percentage)


Not important 5%
Important 15%
Very important 30%
Critical 50%

14 | P a g e
Respondents

5%
15% Not Important
Important
50% Very Impotant
Critical
30%

Analysis
Many youths and working individual prefers the medium as part of social
activity and some of the professional connect some section do feel
important as matter to the priority

3. How important are online platforms for shopping, banking, trading,


betting etc. for you?

Response Respondents out of 40(in percentage)


Not important 12.5%
Important 37.5%
Very important 20%
Critical 30%

15 | P a g e
Respondents

12.5

30

37.5

20

Not important Important Very important Critical

Analysis
As there are many shopping portals considering on Instagram so e-commerce scope is
widening as many prefer trusted and know e-commerce karts as the reliable sources ofr
online payments

4. How important are photo sharing platforms, such as Picasa, Flickr,


Instagram and others for you?

Response Respondents out of 40(in percentage)


Not important 12.5%
Important 30%
Very important 20%
Critical 37.5%

16 | P a g e
Respondents
Not important Important Very important Critical

12.5

37.5

30

20

Analysis
Here the major youths are currently on sharing the moments and
memories like snapchat Instagram and sources where there is back
up of the pictures and secured tools of sharing.

5. How important is it for you to preserve important documents, such as


legal, property papers, etc. for you?

Response Respondents out of 40(in percentage)


Not important 0%
Important 20%
Very important 45%
Critical 35%

17 | P a g e
Respondents

20
35

45

Not important Important Very Important Critical

Analysis
Its very important for youths and their various modes of online wher in the
documents and various credentials of ones work are stored so this remains
secures to keep it confidential with oneself. Some consider as the critical
path as this can sometime create a major problem considering hacking so
there can be chances of private documents being leaked.

6. How important are virtual currencies (such as Bitcoin, Linden, Lite


Coin) or online wallets such as PayPal for you?

Response Respondents out of 40(in percentage)


Not important 30
Important 37.5
Very important 12.5
Critical 20

18 | P a g e
Respondents

20
30

12.5

37.5

Not important Important Very Important Critical

Analysis
Virtual money being the latest mode of payment s these become easier to get
the transaction in a faster way and payments are done on the tip of your finger
considering e wallet

7. Have you thought about preserving or transferring the information or


digital assets mentioned above to your family or friends when needed?

Response Respondents out of 40(in percentage)


Yes 20
No 80

19 | P a g e
Respondents
Yes No

20

80

Analysis
The statement says that sometimes it becomes unsafe to share with any
member of personal secure documents as this becomes open to the public
with matter pertaining to your documents and legal papers

8. If there was a one-stop service that allowed you to store, access and
update anywhere anytime, manage and transfer all your digital assets
or important information to your family/friends when needed, and in
turn allowed you to plan well for the future, how likely are you to use
it?

Response Respondents out of 40(in percentage)


Very likely 7.5
Likely 42.5
Neither likely or unlikely 25
Unlikely 25

20 | P a g e
Column1

7.5
25

42.5

25

very likely likely


Neither likely or unlikely unlikely

Analysis
The statement shows the people are likely to used such services as
they are updated with technology and services where as some do not
have those tools to get access and some have no knowledge with the
working

9. If a bank or insurance company or any other trusted entity such as law


firms provided this service as part of their offering, how likely are you
to use it?

Response Respondents out of 40(in percentage)

21 | P a g e
Very likely 12.5
Likely 37.5
Neither likely or unlikely 7.5
Unlikely 42.5
Analysis
Major chunk of people do not want to make the online tool used for law
considering it being confidential and issues of hacking at high rate and
sosme prefer as this becomes easy in matter of save the document rather
paper files

Respondents
Very likely Likely
Neither likely or unlikely unlikely

12.5

42.5

37.5

7.5

CHAPTER 5

CONCLUSION AND RECOMMENDATION

Digital Marketing industry is that there will be more points of contact. I visualize a
future where advertising like the one we see on Times Square will be taking place in all
cities around the World through the evolution of electronic ink technology.

22 | P a g e
While all other industries are struggling with a growth rate of 5 to 10 %, digital media
industry is booming high with 40% growth rate. But the most remarkable point is that
this growth rate is not going to be stagnant in the coming year

India will only get bigger and better in the years to come. You might feel the need to
know as to why is this so and in fact there is nothing wrong in researching something
before you dive into it. This is why we have done a research and have come up with
some facts and figures that will help you decide the worth of digital marketing before
it is too late.

Digital is the communication technology used to market a message. Marketing is a


process. The basics of marketing will never change because it involves telling the
story of a brand to people. The way people are getting smartphones and tablets for
anything and everything, it is apparent that demand for digital marketers will only
increase in the coming the time.

General techniques like SEO, SEM and Social Media Marketing will be there.

However, personalized marketing activities targeting specific set of audience and

influencers will be given higher importance. Automation in marketing will emerge

more effectively and will be predominant in future.

23 | P a g e