CERTIFICATE

This is to certify that the project report titled “DIGITAL

MARKETING” is a unique part of work done by SHAKTI
PRASAD BISWAL, from DHENKANAL AUTONOMOUS
COLLEGE, DHENKANAL bearing College Roll No. BC-16-044
under my guidance and supervision. To the best of my
knowledge and belief the research represent an original
piece of work on the said topic

This Project is the result of his effort, hard work and

accomplishes the stand requirement for the award of
Graduate in Commerce.
 DECLARATION

I SHAKTI PRASAD BISWAL, Student of +3 Final Year Commerce of

Dhenkanal Autonomous College, Dhenkanal do hereby declare that
this project report entitled “DIGITAL MARKETING” submitted by
me as a partial fulfilment for Graduate is a genuine work of
my own under the guidance of Mr. R.K. Khuntia. No part of
this dissertation has been published before, neither has it
been submitted to any other university.

SHAKTI PRASAD BISWAL

Branch : +3 Final Year Commerce
College Roll No. BC-16-044
Exam Roll No. 16ACT117
 ACKNOWLEDGEMENTS
I have pleasure to submit my project report entitled “DIGITAL
MARKETING”. It has prepared properly under the guidance
and supervisions of our honourable teacher Mr. R.K. Khuntia,
Department of Commerce, Dhenkanal Autonomous College,
Dhenkanal. I am also thankful to our HOD, Mr. P.K. Mishra
and other teachers of the Department for their never ending
encouragement and support. I would like to thank my
classmates for their valuable suggestion and also the
cooperative students who were part of this projects as
subjects. A special thank to my family and friends who have
always been my support.

THANKFUL TO ALL

SHAKTI PRASAD BISWAL

Branch : +3 Final Year Commerce
College Roll No. BC-16-044
Exam Roll No. 16ACT117
 Contents

S. No Title
1 Executive summary

2 History

3 Introduction

4 Research Methodology

5 Digital marketing channels

6 Brand awareness

7 Use in the digital era

8 Strategy

9 Advantages and limitations

10 Findings

11 Learnings

12 Conclusion
 EXECUTIVE SUMMARY
Project title:- “ A study on digital marketing.’’

Digital marketing is marketing that makes use of electronic devices

(computers) such as personal computers, smart phones, cell phones,
tablets and game consoles to engage with stakeholders. Digital
marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks. Main finding of this
internship are given here. Indian customers are highly information
seekers. They collect more information about a product before
buying it. Internet penetration in India is key player for this
phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers
purchase journey, mainly in high involvement purchases. Brands are
getting more touch point to reach their target group in this digital
era. More details about findings are given this report.

So, digital marketing is about utilizing digital technology to achieve

marketing objectives. There is no essential need for digital marketing
to always be separate from the marketing department as a whole, as
the objectives of both are the same. However, for now, it remains a
useful term because digital marketing requires a certain skill set to
utilize the digital technology effectively. Digital marketing's
development since the 1990s and 2000s has changed the way brands
and businesses use technology for marketing. As digital platforms are
increasingly incorporated into marketing plans and everyday life, and
as people use digital devices instead of visiting physical shops, digital
marketing campaigns are becoming more prevalent and efficient.
The 5Ds of digital marketing
To understand the importance of digital marketing to the future of
marketing in any business, it’s helpful to think about what audience
interactions we need to understand and manage. Digital marketing today
is about many more types of audience interaction than website or
email... It involves managing and harnessing these ‘5Ds of Digital’ that I
have defined in the introduction to the latest update to my Digital
Marketing: Strategy, Planning and Implementation book. The 5Ds define
the opportunities for consumers to interact with brands and for
businesses to reach and learn from their audiences in different ways:

Digital devices – audiences experience brands as they interact with

business websites and mobile apps typically through a combination of
connected devices including smartphones, tablets, desktop computers,
TVs and gaming devices.

Digital platforms – most interactions on these devices are through a

browser or apps from the major platforms or services, that’s Facebook
(and Instagram), Google (and YouTube), Twitter and LinkedIn.

Digital media – different paid, owned and earned communications

channels for reaching and engaging audiences including advertising,
email and messaging, search engines and social networks.

Digital data – the insight businesses collect about their audience profiles
and their interactions with businesses, which now needs to be protected
by law in most countries.

Digital technology – the marketing technology or martech stack that

businesses use to create interactive experiences from websites and
mobile apps to in-store kiosks and email campaigns.
 HISTORY
The development of digital marketing is inseparable from technology
development. One of the key points in the start of was in 1971, where
Ray Tomlinson sent the very first email and his technology set the
platform to allow people to send and receive files through different
machines. However, the more recognisable period as being the start of
Digital Marketing is 1990 as this was where the Archie search engine
was created as an index for FTP sites. In the 1980s, the storage
capacity of computer was already big enough to store huge volumes of
customer information. Companies started choosing online techniques,
such as database marketing, rather than limited list broker. This kind of
databases allowed companies to track customers' information more
effectively, thus transforming the relationship between buyer and seller.
However, the manual process was not so efficient.

In the 1990s, the term Digital Marketing was first coined, With the debut
of server/client architecture and the popularity of personal computers,
the Customer Relationship Management (CRM) applications became a
significant part of marketing technology.[citation needed] Fierce
competition forced vendors to include more service into their software,
for example, marketing, sales and service applications. Marketers were
also able to own huge online customer data by e-CRM software after the
Internet was born. Companies could update the data of customer needs
and obtain the priorities of their experience. This led to the first clickable
banner ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all people
who saw it clicked on the ad.

In the 2000s, with more and more Internet users and the birth of iPhone,
customers started searching products and making decisions about their
needs online first, instead of consulting a salesperson, which created a
new problem for the marketing department of a company. In addition, a
survey in 2000 in the United Kingdom found that most retailers had not
registered their own domain address. These problems made marketers
find the digital ways for market development.

In 2007, the concept of marketing automation was raised to solve the

problem above. Marketing automation helped companies segment
customers, launch multichannel marketing campaigns and provide
personalized information for customers. However, the speed of its
adaptability to consumer devices was not fast enough.
Digital marketing became more sophisticated in the 2000s and the
2010s, when the proliferation of devices' capable of accessing digital
media led to sudden growth. Statistics produced in 2012 and 2013
showed that digital marketing was still growing. With the development of
social media in the 2000s, such as LinkedIn, Facebook, YouTube and
Twitter, consumers became highly dependent on digital electronics in
daily lives. Therefore, they expected a seamless user experience across
different channels for searching product's information. The change of
customer behavior improved the diversification of marketing technology.

Digital marketing is also referred to as 'online marketing', 'internet

marketing' or 'web marketing'. The term digital marketing has grown in
popularity over time. In the USA online marketing is still a popular term.
In Italy, digital marketing is referred to as web marketing. Worldwide
digital marketing has become the most common term, especially after
the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served
annually with digital media spend at 48% growth in 2010. An increasing
portion of advertising stems from businesses employing Online
Behavioural Advertising (OBA) to tailor advertising for internet users, but
OBA raises concern of consumer privacy and data protection.
 INTRODUCTION

Digital marketing is the marketing of products or services using digital

technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium. Digital marketing's
development since the 1990s and 2000s has changed the way brands and
businesses use technology for marketing. As digital platforms are
increasingly incorporated into marketing plans and everyday life and as
people use digital devices instead of visiting physical shops, digital
marketing campaigns are becoming more prevalent and efficient.

Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you
identify areas of improvement. Useful for individuals from small- to
medium-sized businesses who want to use new media as a vehicle for
growth. Organizations are leveraging digital marketing methods for
successful marketing strategy implementation inbound marketing through
publishing content online in the form of portals, podcasts, ejournals, online
campaigns, social media marketing, search services; and outbound
marketing including email marketing, RSS (Really Simple Syndication)
feeds and others. A recent survey of 3300 business executives from various
industries indicates that on an average, 34% of a company’s leads come
from inbound marketing verses 22% through1 outbound marketing.

Digital Marketing:- Digital marketing can be defined as the process of promoting of

brands using digital distribution channels comprising internet, mobile and other
interactive channels. The basic advantage in this form of advertising lies in its low cost
model. Digital Marketing can be classified into Pull and Push marketing.

Pull
Pull digital marketing technologies involve the user having to seek out and directly grab
(or pull) the 5 content via web searches. Web site/blogs and streaming media (audio
and video) are good examples of this. In each of these examples, users have a specific
link (URL) to view the content

Push
Push digital marketing technologies involve both the marketer (creator of the message)
as well as the recipients (the user). Email, SMS,RSS are examples of push digital
marketing. In each of these examples, the marketer has to send (push) the messages to
the users (subscribers) in order for the message to be received.
Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage customers
in a more personalized way. Digital marketing trends that organizations are rapidly
embracing include.

Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a
smart phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion
smartphones in last four years. Therefore an increased user base accessing the internet via
smartphones has prompted many companies to optimize their online content for mobile
devices.

Social media:
Organizations are focusing on engaging with customers through social media to offer real-
time interactions. Social media helps organizations reach out to a vast pool of potential
customers by supplying them with medical and campaign-related information.

Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities
like experience 6 sharing, review reading via social media and the evolution of Global
Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing
activities.

Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new dimension with
the delivery of unique, personalized, and relevant messages through identified digital
channels. Email is one of the most preferred marketing channel to broadcast targeted
organization messages and campaigns to existing and prospective customers.

Advanced analytics:
Increased adoption of digital channels is generating large volumes of customer behavioural
data. Advanced actionable analytics can help organizations define targeted marketing
strategies. Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations
are focusing on SEO efforts and paid search advertising for enhancing the visibility of their
products and services. One more trend that has been observed recently is the continually
mounting costs of pay-per-click (PPC) that has resulted in the increased disappointment
with this form of search engine Advertising. According to experts, the reason behind such
high costs is the huge investments made by large business concerns. Consequently, online
business owners have now turned to the organic search results delivered through search
engine optimization to enjoy so many advantages. There is currently more emphasis given
to user-generated content, improved conversion rates, location- or language specific
campaigns, and E-mail newsletters.
 RESEARCH METHODOLOGY
The research design and methodology is presented as follows.

Data collection:

The task of data collection begins after a research problem has been defined
and research design has been chalked out. While deciding about the method
of data collection to be used for the study, the research should keep in mind
two types of data viz. Primary and Secondary.

Sources of data

a) Primary Data.

b) Secondary Data.

Primary data:

The observation method is the most commonly used method. Data pertaining
to digital marketing process and most of information is collected from project
guide in the company. Questionnaire method is also very widely used in order
to give a structure to the entire study.

Secondary data:

Secondary data is collected from already existing sources in various

organization broachers & records. Secondary data for the study were
collected from the magazines, websites & other previous studies. To meet the
objectives, the study used qualitative research. The descriptive study was
done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from
secondary sources. Secondary sources were magazines, websites, books,
office executives, and company data.
 DIGITAL MARKETING CHANNELS

SEO
EMT SEM

DIGITAL
MARKETING
STRATEGY
MMT SMM

ORM ODA
 1. SEO (Search Engine Optimization):
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web
page in a search engine's "natural" or un-paid ("organic") search results. SEO may target
different kinds of search, including image search, local search, video search, academic search,
news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which search
engines are preferred by their targeted audience. Optimizing a website may involve editing its
content, HTML and associated coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines. Promoting a site to increase
the number of back links, or inbound links, social book marking, directory submission is the
SEO tactic.

1.1 Directory submission:

It is a part of SEO (Search Engine Optimization) off page work. Directory Submissions is a
process of submitting your Website URL to theme related Directory like if your site is Health
Related you should Submit your site URL to Health related directories sites for getting Back
link from them.

Types of Directories:– There are basically three types of Directories Submissions

1. Paid or Featured Web Listing: – In this type of Directories Submission the owner of
Directories Site Will Charge for Submission and your link will approved hand to hand or within
24 hours you will get fast back links from this type of submission. Some sites offer this
package for yearly or lifetime.

2. Free or Regular Web Listing: – It is free for Directory Submission no one charge for free or
regular submission but there is no guarantee for getting approved your link by Administrator
and it will take lots of time.

3. Reciprocal Regular Web Listing: – In this a reciprocal link must be submit to your site
when you activate Directory Link then Directory administrator will approve your link.

Types of Directory Submission Ways

1. Automated Directory Submission: – In this way of submission many software and tools are
used to submit directories it will save time and with the help of automated huge amount of
submission done in short time.
2. Manually Directory Submission: – It is done by manually and it will take lots of time to do
directory submissions
Process of Directories Submissions

1. Open a Directory Site

2. Click on Submit Link

3. Choose your link type like Reciprocal Link Free, Regular Link Free and
Featured Lifetime Link.

4. Fill your Site Title

5. Fill your Website URL

6. Fill Owner Name

7. Fill Owner E-mail id

8. Fill if you Choose Reciprocal Link

9. Fill Website Description

10. Choose Category related to your Site

11. Then Click on Submit Link

Then Confirmation Message will Display for your Submission and you will
received a confirmation mail you must confirm it by clicking that link some sties
send confirmation mail some doesn’t send it

1.2 Social bookmarking:

Essentially, a social bookmark is a link that people post to social websites for others to see
because they find it interesting, valuable or cool. In a way, social bookmarks are just like the
bookmarks you already have on your private computer. The difference between the two is
that social bookmarks are saved to the web where they can be easily shared while private
bookmarks are saved to your own browser. The idea behind social bookmarking is simple:
post links on popular social bookmarking websites to increase your own traffic and gain an
ongoing stream of new readers and customers. Content that are openly shared with other
Internet users literally have unlimited growth potential. For example, one link can quickly
multiply and reach thousands of desktops across the world if one user passes it on to others,
and those users in turn do the same, and so on. Online marketing has gravitated away from
true-and-tried ad and affiliate marketing toward the rapidly growing world of global social
networking. Social bookmarking is a great traffic-boosting search engine optimization (SEO)
strategy because it’s easy, effective and trendy.

2. SEM (Search Engine Marketing ):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO), which adjusts
or rewrites website content to achieve a higher ranking in search engine results pages, or use
pay per click listings.

There are four categories of methods and metrics used to optimize websites through search
engine marketing.

1. Keyword research and analysis, involves three steps ensuring the site can be indexed in
the search engines, finding the most relevant and popular keywords for the site and its
products, and using those keywords on the site in a way that will generate and convert traffic.
A follow-on effect of keyword analysis and research is the search perception impact. Search
perception impact describes the identified impact of a brand's search results on consumer
perception, including title and Meta tags, site indexing, and keyword focus. As online
searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search
engines, can be analyzed through the number of pages of the site that are indexed on search
engines (saturation) and how 32 SEM/PAID SEM/PAID many backlinks the site has
(popularity). It requires pages to contain keywords people are looking for and ensure that
they rank high enough in search engine rankings. Most search engines include some form of
link Popularity in their ranking algorithms. The following are major tools measuring various
aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market
leap’s Link Popularity and Search Engine Saturation.
3. Back end tools, including Web analytic tools and HTML validators, provide data on a
website and its visitors and allow the success of a website to be measured. They range from
simple traffic counters to tools that work with log files and to more sophisticated tools that
are based on page tagging (putting JavaScript or an image on a page to track actions). These
tools can deliver conversion-related information. There are three major tools used by EBSCO:
(a) log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool: WebSideStory's
Hitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check the invisible parts of
websites, highlighting potential problems and many usability issues and ensuring websites
meet W3C code standards. Try to use more than one HTML validator or spider simulator
because each one tests, highlights, and reports on slightly different aspects of your website

4. Whois tools reveal the owners of various websites, and can provide valuable information
relating to copyright and trademark issues.

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct
traffic to websites, in which advertisers pay the publisher (typically a website owner) when
the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target
market. Content sites commonly charge a fixed price per click rather than use a bidding
system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites or
search engine results with related content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site,
PPC implements the so-called affiliate model, which provides purchase opportunities
wherever people may be surfing. It does this by offering financial incentives (in the form of a
percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-
through to the merchant. It is a pay-for-performance model: If an affiliate does not generate
sales, it represents no cost to the merchant. Variations include banner 33 exchange, pay-per-
click, and revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches
an advertiser's keyword list, or when a content site displays relevant content. Such
advertisements are called sponsored links or sponsored ads, and appear adjacent to, above,
or beneath organic results on search engine results pages, or anywhere a web developer
chooses on a content site.
The PPC advertising model is open to abuse through click fraud, although Google and others
have implemented automated systems to guard against abusive clicks by competitors or
corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated
by an advertisement. The basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both
cases, the advertiser must consider the potential value of a click from a given source. This
value is based on the type of individual the advertiser is expecting to receive as a visitor to his
or her website, and what the advertiser can gain from that visit, usually revenue, both in the
short term as well as in the long term. As with other forms of advertising targeting is key, and
factors that often play into PPC campaigns include the target's interest (often defined by a
search term they have entered into a search engine, or the content of a page that they are
browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and time
that they are browsing.

2.1.1 Flat-rate PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be
paid for each click. In many cases the publisher has a rate card that lists the pay-per-click
(PPC) within different areas of their website or network. These various amounts are often
related to the content on pages, with content that generally attracts more valuable visitors
having a higher PPC than content that attracts less valuable visitors. However, in many cases
advertisers can negotiate lower rates, especially when committing to a long-term or high-
value contract. The flat-rate model is particularly common to comparison shopping engines,
which typically publish rate cards. However, these rates are sometimes minimal, and
advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of targeting by
advertisers. In many cases, the entire core content of these sites is paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar
advertisers in a private auction. Each of the bidding advertisers lets the publisher know the
maximum amount they are willing to pay for a given ad spot or keyword. The winning
advertisers then pay for each click on their advertisement, based on the amount they bid. The
common practice amongst bid-based PPC websites such as Google Ad Words, is to charge a
small amount more than the next highest bidder.As you can see, Pay per Click can be a
massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive clicks
by corrupt web developers or competitors out to cost you additional money. If used properly,
you can find new customers with ease using Pay per Click. It might also be beneficial to find a
reputable pay per click company to assist you with your campaigns

3. SMM (Social Media Marketing):

Social media marketing is the process of gaining website traffic or attention through social
media sites. Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The
resulting electronic word of mouth (eWoM) refers to any statement consumers share via the
Internet (e.g., web sites, social networks, instant messages, news feeds) about an event,
product, service, brand or company. When the underlying message spreads from user to user
and presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned media
rather than paid media.

3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market.
Each participating customer becomes part of the marketing department, as other customers
read their comments or reviews. The engagement process is then fundamental to successful
social media marketing.

3.2 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform and
you should be too. In fact, people are 51% more likely to make a purchase after "liking" a
brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.
In face book marketing in fact in visual /web marketing your content speaks a loud that is why
make sure your content should be relevant to your audience and business.
Pros:
Facebook is a low-cost marketing strategy
Marketing activities that would cost thousands of dollars through other channels can be used
on Facebook for a fraction of the cost. This makes it ideal for small to medium businesses
with a limited marketing budget. Larger businesses can also trial marketing concepts and
themes through Facebook before committing to bigger campaigns.

Share basic information about your business

Your Facebook page is a place where you can publicise your business name, address and
contact details, and briefly describe your products and services. You can also talk about your
staff, history, or any other aspect of your business that is likely to attract other Facebook
users and create interest in what you do.

Share pictures and videos from your business

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

Targeted advertising
Facebook can analyse all the information that millions of users enter into their profiles. As
the owner of a business page, you can pay to use this information to deliver targeted
advertising to a specific group. For example, an outdoor store could use Facebook to calculate
how many men over a certain age in a certain city have listed 'fishing' as an interest. Then
they could develop an ad for new fishing lures, and pay for it to appear only on the pages of
those people. (Ads appear on the right-hand side pages in Facebook.)

Provide customer support

Customers can post after-sales questions on your Facebook wall, and your staff can answer
them there. This is often more efficient than staff answering phone calls, and allows other
customers to read common questions and answers without having to approach you
individually.
Cons:

Loss of Control
Facebook was designed as an interactive online forum that encourages members to share
information via photos, video clips, links and written posts. While account owners ultimately
have control of what remains on their public profile, there is little control over who posts
information or what those posts contain. It is relatively easy for a competitor, angry customer
or disgruntled employee to post accusatory comments that are inflammatory, derogatory or
otherwise slanderous to your business on your Facebook wall. Even wellmeaning posters may
use language or photos that are not in line with the image you want to maintain for your
business. Maintaining vigilant control over the content that appears on your Facebook page
takes the time and effort of approved content monitors, which can be costly and time
consuming for small business owners.

Cost of Maintenance
Content pages must continually be updated with new information that readers will find
useful, beneficial or interesting for Facebook marketing to be effective. This requires
development of a detailed innovative social media marketing strategy a costly investment for
small advertising budgets. Facebook marketing strategies include video product
demonstrations, interactive forums and online contests, all of which must be created,
uploaded, monitored and maintained by a business owner, staff member or social media
advertising agency.

Advertising Costs
While basic Facebook pages are free of charge for personal users, business accounts that
feature advertising opportunities come with a price tag attached. This added promotional
expense can be a disadvantage for small business owners.

Advertising Costs
While basic Facebook pages are free of charge for personal users, business accounts that
feature advertising opportunities come with a price tag attached. This added promotional
expense can be a disadvantage for small business owners.

Negative Content
Communicating with your clients or fans over Facebook sounds friendly in theory, but some
people may use your Facebook page as a venue to write offensive comments or post spam. A
user might even post false allegations about your business on your page for anyone to see. As
a result, your business needs to be monitoring its Facebook page frequently, ideally checking
each individual post. Even if you address these issues quickly, you'll never know how many
people saw the negative comments on the page and will associate that memory with your
business.
3.3 Twitter marketing (A game of 140 characters)

Twitter’s flexible, real-time platform allows you to get creative and drive results at the
same time. Whether you’re looking to drive sales, increase brand awareness or launch a
product. Twitter marketing is not much popular than face book but still it has an impact on
audience

The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.

1. HASHTAG

A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search results for
that term.

2. MENTION

Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your
followers to see the message. So instead of a reply, use a mention. Include the @username
of whomever you want to mention in your Tweet, and it will appear in the Mentions
section (in the Connect tab). All @username mentions are clickable and link back to the
mentioned individual’s profile.

3. REPLY

You can respond to a Tweet by hitting the reply button. When you reply, your response is
public, and will show up in your home timeline and the timeline of the person to whom
you are responding. The reply will also be visible in the home timelines of people who
follow both you and the person to whom you sent the reply. Meaning, someone not in the
conversation has to follow both of the people replying to be able to read both sides of the
conversation.

4. RETWEET

You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send
the original message to all of your followers. 5. LINKS Twitter’s link- shortening feature
allows you to paste a link of any length into the Tweet box and it will automatically be
shortened to 19 characters. This makes it easier to fit long URLs into the 140 character
limit.
6. FAVOURITE

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

7. DM (direct message)

You can send private messages to someone, just like an email. For DM, sender and receiver
should be following each other.

Pros:

The targeted market is most probably on Twitter:

Since a very large number of people use social network, there is a high probability that the
interested parties for the product you are advertising is in the virtual world. This is one great
advantage every business should try to make use of because if you are not using social
networks for advertising, then you are missing a large market.

Great way to research market:

With the growing popularity of the internet, market research has become easy. Instead of
spreading questionnaires or asking people oral questions, the use of social networks made it
easy by making it easier to create free surveys and posting the links so that people can
participate. This is a very easy way of doing market research, keeping in mind the fact that
the setting up the surveys won’t cost money and people can finish those surveys in less time
than the hard copy one.

Growth of social networking:

There is no doubt that the use of social networks is rapidly growing. What this means to
business is that, there are audience on the virtual world than the business could ever reach
through any other type of media. This is in fact one of the main advantages of using Twitter
and other social networks for businesses.

Cons:

Spams and viruses:

When the use of the internet world has increased, the potential risks that one can obtain
from the internet have increased as well. What this means is spammers could spam your site
or worse than that, can find access to your information through social networks. Social
networks could be useful, but if not properly used, then they could lead to more problems.
Limited space:
I think everyone who used Twitter or paid a little attention to how it’s used knows about the
140 characters thingy. This kind of space or limitation on character is not enough for most
business and this is where learning to effectively and efficiently twitter comes into place. On
the good side, may be this is good, because otherwise people won’t be in the mood to read a
whole blog most of the time.

Using for business needs:

Twitter and other social networks are designed to be user friendly. On the other hand, there
are also applications and other aids that make it easier to use. One thing with social networks
is that businesses and individuals do not use it the same way. What this means is that
businesses need to learn how to efficiently and effectively use Twitter and other social
networks so that they could make the use out of it

3.4 Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December 2002 and

launched on May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn
increased to 20 million members. As of June 2013, LinkedIn reports more than 259 million
acquired users in more than 200 countries and territories.

LinkedIn allows companies to create professional profiles for themselves as well as their
business to network and meet others. Through the use of widgets, members can promote
their various social networking activities, such as Twitter stream or blog entries of their
product pages, onto their LinkedIn profile page. LinkedIn provides its members the
opportunity to generate sales leads and business partners. Members can use “Company
Pages” similar to Facebook pages to create an area that will allow business owners to
promote their products or services and be able to interact with their customers. Due to
spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for
employee's recruitment instead using different job portals. Additionally, companies have
voiced a preference for the amount of information that can be gleaned from LinkedIn profile,
versus a limited email.

Pros

• The first, most obvious benefit from using LinkedIn comes from the algorithmic realm of
SEO (search engine optimization). It’s yet another avenue that search engines use to bring
businesses in search query results. It’s the perfect tool to give a business more exposure
while also allowing it to expose the most crucial parts of its business – the mission, the
background, the members of the team, etc. Increased SEO exposure leads to increased web
traffic which, in turn, leads to an increased conversion rate.
• LinkedIn is also a great way to stay up-to-date with the news from your industry or field of
interest. This is a major benefit it keeps you in the current loop, indicates upcoming trends or
big ideas, and provides a ripe stomping ground for sharing experiences and advice among
experts surrounding topics that are important to the business. These easily accessible
resources are invaluable to a company, particularly smaller ones, due to its low cost and high
beneficial value.

Cons:

• When looking at LinkedIn, it’s also important to be aware of and acknowledge its cons. One
of the major negatives is the way users use LinkedIn as an advertising megaphone via SPAM
so brace yourself for the slew of SPAM coming your way.

• Once established, LinkedIn is a major timesaver. But in the beginning, it requires a lot of
personal time and work version of LinkedIn, but that might not be an option for smaller
companies with a limited budget. to get your connections flowing and conversations started.
Users need to constantly ask others to be introduced to companies and individuals they are
interested in connecting with, which can be cumbersome at times. Always keep in mind that
LinkedIn is a platform for connections and conversations so approach these tasks with the
outcome of building a business relationship in mind. This task can be sidestepped with the
paid

• Overall, LinkedIn is a solid platform for businesses and individuals. If you are just getting
started, keep these pros and cons in mind. If you do, your relationship and experience with
LinkedIn will prove beneficial.

3.5 Pinterest:

It is a visual discovery social network. It is a way of sharing images of anything, from fashion
to pets to pot plants. You can create your own online pinboards to suits any theme and share
it with likeminded people. Pinterest completely revolves around the premise of being creative
and visual. 70% users are female and aged between 25 and 44. So if you are targeting women
pinterest is the right platform. Pinterest is now one of the top 10 social networking sites
tracked by Hit wise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products.
3.6 Instagram:

Instgram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allow you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instgram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.

When it comes to brands and businesses, Instagram goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover,
Instagram provides a platform where user and company can communicate publicly and
directly, making itself an ideal platform for companies to connect with their current and
potential customers.

3.7 Google +:

Google has described Google+ as a "social layer" that enhances many of its online properties,
and that it is not simply a social networking website, but also an authorship tool that
associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part of the
Identity service site, by interacting socially with Google+'s enhanced properties, like Gmail, +1
button, and YouTube comments. In October 2013, Google counted 540 million active users
who used at least one Google+ service, of which 300 million users are active in "the stream".

Pros:

With most marketers comfortable with using Facebook for their primary social media marketing
tactics they quite often don’t see the other opportunities. Here are some compelling reasons to
register and start using a Google+ page to complement your Facebook page, your social media and
digital marketing activities

Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They
allow you to create online meetings that are limited to 10 active users but it allows you to
stream YouTube video to an unlimited number of viewers. Hangouts provide a way to engage
with small groups of customers that you may want to share important information and/or
educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is
from its Google ad words and search advertising. It doesn’t need to force you to pay to be
visible on Google+. Facebook has increasingly applied its Edge rank technology that filters the
updates that are seen by people that have liked your brand’s “Facebook page”. Some
research shows it at less than 15% and shrinking. This is so they can force you to spend to
advertise on Facebook to get attention. It has become “pay to play” Google plus does not
filter (censor) your updates to followers that are following your page.

No ads
Point two leads to another advantage. There are no annoying advertisements on Google plus.
No distractions 48 and no one wanting to sell you weight loss or dating services.

Cons:

Google Plus still has Relatively Low Reach

Google Plus still serves a much smaller market than Twitter and Facebook, and it is not
surprising that many customers cannot be reached through Google Plus. As such, many
potential customers will not see or be interested in your company’s Google Plus content on
your business page because they don’t want to use Google Plus.

Google’s Poor Social Media Track Record

This is a legitimate risk factor. Many of Google’s past forays into social media like Buzz and
Wave not only failed, but failed with scandals and controversy. There is a fair amount of
scepticism whether or not Google Plus is just another house of cards waiting to collapse, even
after several years of operation.

3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the
Internet after Google, who owns YouTube. YouTube video watching is a significant activity on
the Internet, with over 1 billion visits to YouTube daily and over 100 million videos watched
daily. And it's easy for anyone who sees 50 your video to rate it and share it with his Social
Network.
Pros:

Vast Audiences for your Video

The success of any business depend upon its visibility and youtube gives you that very much
required exposure with little or no effort at all. It is just the matter of selection of uploading
your video under right place, under right category. So it is very easy and more likely to reach
masses when you use youtube for your videos, and hence chances of clever video to grab
viewers’ attention and go viral, is quite high on youtube, when self-hosted videos(websites).
Anybody can embed videos on their websites, blogs etc. and if good, your video will also be
approachable from outside of youtube. In case you want your video to be viewed by selected
number of people. You can do that by making it private.

Save Dollars with Free Video Hosting

If you are planning to host your videos on your own video hosting server or thinking about
getting licence from a video platform then you have to take in account, this extra burden of
dollars on your wallet. Though Google don’t promote commercial video sharing but has now
made an amendment in the terms and conditions for sharing original contents of brands. It is
one time investment and you would be happy to upload your content on YouTube as you are
still saving the additional design and functional costs. Hence, if you compare the current cost
for licences of video platform YouTube brand channel is a smart bet

Cons:

Concept overrides content

Good content is not as necessary as good concept in video-making. To get thousands of views
and drive visitors to your YouTube video, you have to inject a great concept that makes them
almost forget how they were led to the site. Learn how to remix videos and audios and create
the element of surprise. Break down long clips to shorter and bite-sized ones to appeal to a
larger audience. Make your ads outright and amazing. You can use title optimization by using
intriguing headlines that would make them want to find out more about your topic.

Requires more attraction

Users of the Internet usually just scan text-based content to find the information and get to
the core of the content immediately. Realize that in videos, this cannot entirely be applied.
Viewers watch videos from beginning to end and not jump from one segment to another to
find meaning in the video. Hence, the intro of your video must be alluring enough to get them
continue watching until the end or until you have made your point get across. Make it snappy
and no longer than three minutes. Else, especially for those with slow Internet connection
and those with shorter attention spans, users will more likely to just press the X button and
move on to the next video.
4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a wide
range of different formats and contains items such as texts, images, flash, video and audio.
The main purpose is to deliver general advertisements and brand messages to the plus 40
million people connected to the Internet each month.

It is important to choose the right format because it will help to make the most of the
medium. It is also possible to add:

• Video

 Expendables: flash files that expand when the user interacts on mouse over

 Overlays: ads that appear and that it is possible to remove clicking a close button;

 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has
realized a Display Standard Ad Unit Portfolio that works as guideline that can be followed by
the creative.

Standard size

IAB has also created a universal standard for display ad sizes Page text. There are four
dimensions that have been decided as universal and are respectively:

 Banner 728 x 90

 Rectangle 336 x 280

 Skyscraper 160 x 600

 Square 250 x 250

5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process
include

 Undertake the comprehensive research and analysis the online content.

 Track your users’ actions and opinions about brand.

 Reduce your risk of featuring amongst the negative user sentiments.

 Enhance your web presence and create positive perceptions.

6. MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile
marketing can plague customers with time and location sensitive, personalized information
that promotes goods, services and ideas. In a more theoretical manner, academic Andreas
Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach
the consumer. SMS initially received negative media coverage in many parts of Europe for
being a new form of spam as some advertisers purchased lists and sent unsolicited content to
consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has
become the most popular branch of the Mobile Marketing industry with several 100 million
advertising SMS sent out every month.

6.1Ways of mobile marketing:

MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This
mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones
produced with a color screen are capable of sending and receiving standard MMS message.
Brands are able to both send (mobile terminated) and receive (mobile originated) rich
content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In
some networks, brands are also able to sponsor messages that are sent 55 P2P (person-to-
person). Good examples of mobile-originated MMS marketing campaigns are Motorola's
ongoing campaigns at House of Blues venues, where the brand allows the consumer to send
their mobile photos to the LED board in real-time as well as blog their images online.
Push notifications

Push notifications were first introduced to smartphones by Apple with the advent of the
iPhone in 2007. They were later further popularized with the Android operational system,
where the notifications are shown on the top of the screen. It has helped application owners
to communicate directly with their end users in a simple and effective way. If not used wisely
it can quickly alienate users as it causes interruptions to their current activities on the phone.
It can be much cheaper if compared to SMS marketing for the long run, but it can Become
quite expensive on the short run, because the cost involved in application development. Once
the application is download and installed provided the feature is not turned off it is practically
free, because it uses internet bandwidth only. SMS and push notifications can be part of a
well-developed inbound mobile marketing strategy

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased.
Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a
marketing resource. This allows for direct engagement, payment, and targeted advertising.
There is a lot of competition in this field as well. However, just like other services, it is not
easy anymore to rule the mobile application market

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D
games, massive multi-player games and social networking games. This means a trend towards
more complex and more sophisticated, richer game play. On the other side, there are the so-
called casual games, i.e. games that are very simple and very easy to play. Most mobile games
today are such casual games and this will probably stay so for quite a while to come. Brands
are now delivering promotional messages within mobile games or sponsoring entire games to
drive consumer engagement. This is known as mobile advergaming or Ad-funded mobile
game.

Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an
option. The Mobile Marketing Association provides a set of guidelines and standards that give
the recommended format of ads, presentation, and metrics used in reporting. Google, Yahoo,
and other major mobile content providers have been selling advertising placement on their
properties for years already as of the time of this writing. Advertising networks focused on
mobile properties, SMS resellers and advertisers are also available. Additionally, web forms
on web pages can be used to integrate with mobile texting sources for reminders about
meetings, seminars and other important events that assume users are not always at their
computers.
QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their
phone's camera, instead of manually entering a URL. The resultant URLs typically include
tracking features which would be unwieldy if typed by the customer. Originally approved as
an ISS standard in 1997, Denso-Wave first Developed the standard for tracking automobile
parts in Japan. QR codes have been growing in popularity in Asia and Europe, but have been
slow to be adopted in North America. Some high-profile QR campaigns in the United States
have included billboards by Calvin Klein in Times Square, QR codes for every SKU in Home
Depot and Best Buy stores, and a scavenger hunt promoting Starbucks and Lady Gaga. Apple
pass book Implemented as a native app for iOS6, has employed QR codes as one of the ways
that the iPhone (or iPod Touch) users can take a real world action. I.e. scan the Barcode on
their Passbook Pass. In addition to QR codes, the Passbook (application) also supports PDF417
and Aztec 2D Barcodes.

Bluetooth

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

Location Based services

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

Email marketing is directly marketing a commercial message to a group of people using email.
In its broadest sense, every email sent to a potential or current customer could be considered
email marketing. It usually involves using email to send ads, request business, or solicit sales
or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be
done to either sold lists or a current customer database. Broadly, the term is usually used to
refer to sending email messages with the purpose of enhancing the relationship of a
merchant with its current or previous customers, to encourage customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase something
immediately, and adding advertisements to email messages sent by other companies to their
customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customer’s action with a company. To
be qualified as transactional or relationship messages, these communications' primary
purpose must be "to facilitate, complete, or confirm a commercial transactions that the
recipient has previously agreed to enter into with the Sender", along with a few other narrow
definitions of transactional messaging. Triggered transactional messages include dropped
basket messages, password reset emails, purchase or order confirmation emails, order status
emails, reorder emails and email receipts.

Direct emails

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

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

A key objective is engaging digital marketing customers and allowing them to interact with
the brand through servicing and delivery of digital media. Information is easy to access at a
fast rate through the use of digital communications. Users with access to the Internet can use
many digital mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital
communications it creates a multi-communication channel where information can be quickly
shared around the world by anyone without any regard to who they are. Social segregation
plays no part through social mediums due to lack of face to face communication and
information being wide spread instead to a selective audience. This interactive nature allows
consumers create conversation in which the targeted audience is able to ask questions about
the brand and get familiar with it which traditional forms of Marketing may not offer.

Competitive advantage

By using Internet platforms, businesses can create competitive advantage through various
means. To reach the maximum potential of digital marketing, firms use social media as its
main tool to create a channel of information. Through this a business can create a system in
which they are able to pinpoint behavioral patterns of clients and feedback on their needs.
This means of content has shown to have a larger impingement on those who have a long-
standing relationship with the firm and with consumers who are relatively active social media
users. Relative to this, creating a social media page will further increase relation quality
between new consumers and existing consumers as well as consistent brand reinforcement
therefore improving brand awareness resulting in a possible rise for consumers up the Brand
Awareness Pyramid. Although there may be inconstancy with product images; maintaining a
successful social media presence requires a business to be consistent in interactions through
creating a two way feed of information; firms consider their content based on the feedback
received through this channel, this is a result of the environment being dynamic due to the
global nature of the internet. Effective use of digital marketing can result in relatively lowered
costs in relation to traditional means of marketing; Lowered external service costs,
advertising costs, promotion costs, processing costs, interface design costs and control costs.

Effectiveness
Brand awareness has been proven to work with more effectiveness in countries that are high
in uncertainty avoidance, also these countries that have uncertainty avoidance; social media
marketing works effectively. Yet brands must be careful not to be excessive on the use of this
type of marketing, as well as solely relying on it as it may have implications that could
negatively harness their image. "Since social media use can enhance the knowledge of the
brand and thus decrease the uncertainty, it is possible that people with high uncertainty
avoidance, such as the French, will particularly appreciate the high social media interaction
with an anthropomorphized brand." Moreover, digital platform provides an ease to the brand
and its customers to interact directly and exchange their motives virtually.
 USE IN THE DIGITAL ERA

There are a number of ways brands can use digital marketing to benefit their marketing
efforts. The use of digital marketing in the digital era not only allows for brands to market
their products and services, but also allows for online customer support through 24/7
services to make customers feel supported and valued. The use of social media interaction
allows brands to receive both positive and negative feedback from their customers as well
as determining what media platforms work well for them. As such, digital marketing has
become an increased advantage for brands and businesses. It is now common for
consumers to post feedback online through social media sources, blogs and websites on
their experience with a product or brand. It has become increasingly popular for businesses
to use and encourage these conversations through their social media channels to have
direct contact with the customers and manage the feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater effect on
customers, since they are not sent directly from the company and are therefore not
planned. Customers are more likely to trust other customers’ experiences. Examples can be
that social media users share food products and meal experiences highlighting certain
brands and franchises. This was noted in a study on Instagram, where researchers observed
that adolescent Instagram users' posted images of food-related experiences within their
social networks, providing free advertising for the products.

It is increasingly advantageous for companies to use social media platforms to connect with
their customers and create these dialogues and discussions. The potential reach of social
media is indicated by the fact that in 2015, each month the Facebook app had more than
126 million average unique users and YouTube had over 97 million average unique users.
 STRATEGY

Planning
Digital marketing planning is a term used in marketing management. It describes the first stage of forming a
digital marketing strategy for the wider digital marketing system. The difference between digital and
traditional marketing planning is that it uses digitally based communication tools and technology such as
Social, Web, Mobile, Scannable Surface. Nevertheless, both are aligned with the vision, the mission of the
company and the overarching business strategy.

Stages of planning
Using Dr Dave Chaffey's approach, the digital marketing planning (DMP) has three main stages:
Opportunity, Strategy and Action. He suggests that any business looking to implement a successful digital
marketing strategy must structure their plan by looking at opportunity, strategy and action. This generic
strategic approach often has phases of situation review, goal setting, strategy formulation, resource
allocation and monitoring.
1) Opportunity
To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific,
Measurable, Actionable, Relevant and Time-Bound) objectives. They can set SMART objectives by
reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors.
It is pertinent that the analytics used for the KPIs be customised to the type, objectives, mission and vision
of the company.
Companies can scan for marketing and sales opportunities by reviewing their own outreach as well as
influencer outreach. This means they have competitive advantage because they are able to analyse their
co-marketers influence and brand associations.
To cease opportunity, the firm should summarize their current customers' personas and purchase journey
from this they are able to deduce their digital marketing capability. This means they need to form a clear
picture of where they are currently and how many resources they can allocate for their digital marketing
strategy i.e. labour, time etc. By summarizing the purchase journey, they can also recognise gaps and
growth for future marketing opportunities that will either meet objectives or propose new objectives and
increase profit.
2) Strategy
To create a planned digital strategy, the company must review their digital proposition (what you are
offering to consumers) and communicate it using digital customer targeting techniques. So, they must
define online value proposition (OVP), this means the company must express clearly what they are offering
customers online e.g. brand positioning.
The company should also (re)select target market segments and personas and define digital targeting
approaches.
After doing this effectively, it is important to review the marketing mix for online options. The marketing mix
comprises the 4Ps – Product, Price, Promotion and Place. Some academics have added three additional
elements to the traditional 4Ps of marketing Process, Place and Physical appearance making it 7Ps of
marketing.
3) Action
The third and final stage requires the firm to set a budget and management systems; these must be
measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers
must ensure the budget and management systems are integrating the paid, owned and earned media of
the company. The Action and final stage of planning also requires the company to set in place measurable
content creation e.g. oral, visual or written online media.
After confirming the digital marketing plan, a scheduled format of digital communications (e.g. Gantt Chart)
should be encoded throughout the internal operations of the company. This ensures that all platforms used
fall in line and complement each other for the succeeding stages of digital marketing strategy.
 ADVANTAGES AND LIMITATIONS

Advantages:

 The whole idea of digital marketing can be a very important aspect in the overall
communication between the consumer and the organisation. This is due to digital
marketing being able to reach vast numbers of potential consumers at one time.
 Another advantage of digital marketing is that consumers are exposed to the brand
and the product that is being advertised directly. To clarify the advertisement is easy
to access as well it can be accessed any time any place.
 However, with digital marketing there are some setbacks to this type of strategy.
One major setback that is identified, is that Digital marketing is highly dependent on
the internet. This can be considered as a setback because the internet may not be
accessible in certain areas or consumers may have poor internet connection.
 As well as digital marketing being highly dependent on the Internet is that it is
subject to a lot of clutter, so it marketers may find it hard to make their
advertisements stand out, as well as get consumers to start conversations about an
organisations brand image or products.
 As digital marketing continues to grow and develop, brands take great advantage of
using technology and the Internet as a successful way to communicate with its
clients and allows them to increase the reach of who they can interact with and how
they go about doing so,. There are however disadvantages that are not commonly
looked into due to how much a business relies on it. It is important for marketers to
take into consideration both advantages and disadvantages of digital marketing
when considering their marketing strategy and business goals.
 An advantage of digital marketing is that the reach is so large that there are no
limitations on the geographical reach it can have. This allows companies to become
international and expand their customer reach to other countries other than the
country it is based or originates from.
 As mentioned earlier, technology and the internet allows for 24 hours a day, 7 days a
week service for customers as well as enabling them to shop online at any hour of
that day or night, not just when the shops are over and across the whole world. This
is a huge advantage for retailers to use it and direct customers from the store to its
online store. It has also opened up an opportunity for companies to only be online
based rather than having an outlet or store due to the popularity and capabilities of
digital marketing.
 Another advantage is that digital marketing is easy to be measured allowing
businesses to know the reach that their marketing is making, whether the digital
marketing is working or not and the amount of activity and conversation that is
involved.
  With brands using the Internet space to reach their target customers; digital
marketing has become a beneficial career option as well. At present, companies are
more into hiring individuals familiar in implementing digital marketing strategies and
this has led the stream to become a preferred choice amongst individuals inspiring
institutes to come up and offer professional courses in Digital Marketing.

Limitations:

 A disadvantage of digital advertising is the large amount of competing goods and

services that are also using the same digital marketing strategies. For example, when
someone searches for a specific product from a specific company online, if a similar
company uses targeted advertising online then they can appear on the customer's
home page, allowing the customer to look at alternative options for a cheaper price
or better quality of the same product or a quicker way of finding what they want
online.
 Some companies can be portrayed by customers negatively as some consumers lack
trust online due to the amount of advertising that appears on websites and social
media that can be considered frauds. This can affect their image and reputation and
make them out to look like a dishonest brand.
 Another disadvantage is that even an individual or small group of people can harm
image of an established brand. For instance Dopplegnager is a term that is used to
disapprove an image about a certain brand that is spread by anti-brand activists,
bloggers, and opinion leaders. The word Doppelganger is a combination of two
German words Doppel (double) and Ganger (walker), thus it means double walker or
as in English it is said alter ego. Generally brand creates images for itself to
emotionally appeal to their customers. However some would disagree with this
image and make alterations to this image and present in funny or cynical way, hence
distorting the brand image, hence creating a Doppelganger image, blog or content
(Rindfleisch, 2016).
 Two other practical limitations can be seen in the case of digital marketing.
One,digital marketing is useful for specific categories of products,meaning only
consumer goods can be propagated through digital channels.Industrial goods and
pharmaceutical products can not be marketed through digital channels. Secondly,
digital marketing disseminates only the information to the prospects most of whom
do not have the purchasing authority/power. And hence the reflection of digital
marketing into real sales volume is skeptical.
 FINDINGS
1. Most of the real sector people actually understanding the value and opportunities of digital
marketing.

2. With the study of digital marketing I came to its emergence and extreme growth in today’s
scenario.

3. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are better than
others.

4. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will think
about other channels which mean these three channel high acceptance.

5. It is easier to approach a company’s if you first send them an E-mailer to related sector and
then call them in fact sometimes the company itself call having seen the E-mailer.

6. Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.

7. Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only through opinion leaders.

8. Indian consumers have high tendency to go for online purchase. They have high affinity to
go online for electronic products and apparels.

9. One of the current trends in Indian youth and young Indians are watching the T.V programs
via online portals. May be the main reason is convenience of time, they can watch programs
which they had skipped due to some reasons.

10. The same thing is happening for the newspaper also, people have more affinity towards
online news portals. Here's the reason may be they can get news updates very early; they
don’t need to wait for daily newspapers.

11. In both of these cases, one opportunity is lost for marketer and one opportunity is
emerging for them to reach their T.G.

12. More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of
samples have an internet connection is any of these gadgets, this showing the penetration of
internet in India.
 13. If we take tablet, penetration in Indian is low. But it doesn’t mean that no one is using
tabs. More than 30% of samples have tablet. For brands they are getting three more
platforms to reach their T.G and engage them.

14. 33% of the samples are using these gadgets while they are with their friends, so just think
about the reach. If one person noticed something which is cool and awesome they will surely
communicate to others.

15. 25% of the samples are using these gadgets while watching T.V; it’s again a barrier for
brands which use TVC only. 21% of the samples are using this gadget for chatting and 16% are
using for surfing. What they are surfing? It can be about a product, local events or
locations...etc.

16. In this situation, one opportunity is again losing to brands and one opportunity is
emerging for brands to reach their T.G.

17. More than 90% of samples are noticing ads, among them 35% of samples noticed ads
through online media, followed by TVC and Newspapers. 69

18. 48% of samples are telling they give more importance to online ads and 34 % of samples
give importance to T.V.C.

19. From the first part of this research itself, we know that customers are highly information
seeker. It may be the reason for high trust in online ads. They can search for more
information after seeing an ad or online is the only two way communication channel for
customers.

20. 22% of the samples do research through their lap or PC before purchasing a product from
the retail shop and 21% do research via mobile.

21. Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through an online platform. Here is
actually change happens in consumer buying journey, early times consumer belief a product
only after seeing the product in a retail shop.

22. But now Indian customers want to get conviction about a product before going to retail
shop. So from a marketers view they want to convince their customers before going to a
retail shop.

23. Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.

24. Brands are getting more touch points to reach target group in a cost effective manner.
 LEARNINGS
 Get to know about challenges and opportunities for digital marketing in India.

 Gain basic understanding of SEO, SEM, SMM, ORM, etc.

 Fulfilling each and every requirement of client is very important regardless of whether

that requirement is small or big.

 I learned how to pitch the client while meeting.

 I experienced the corporate feeling which gives me a good exposure.

 I was able to put in practice what I have learnt in my first year of marketing

management curriculum.

 Leadership quality, it’s all about the impact you have on other people. You need to have

leaders within an organization. Leaders will deal with the customer, project, etc. as a

leader.

 Healthy Competition forced to do better job the trick is to learn from your competitors

quicker than they can learn from you. Always look for your competitors’ strengths.

 Digital marketing work is all about a team work and it always try to give best out of all.

 Time management is the big management lesson I have learnt as make individual more

divert to words it work.

 How to do a formal communication, the way how to communicate with each level of

management to get work done.

 Every day same task, but the situations are different

It’s not only from my experience, but also from my observation. All colleagues are doing

the same type of work, but the situation is different. Sometime they have problem with

a client, but on the next day they problems with vendors or with creative team. While
 coming to me, my first month was more concentrated with pitch presentation. Industry

or clients are different or requirements of the client are different, but contents or the

flow of pitch presentations are same.

 Observation is the best teacher

There are lots of situations where I am completely blank and I don’t know how to do

some task. In those situations I observed my colleagues to know how they are doing it

and I understood the importance of observation.

 Work life balancing

This is the most important learning for me. This internship thought me how to balance

your personal responsibility and professional responsibility together and how to enjoy

life even after getting a job. Working in an agency is not an easy task, the person wants

to face a lot of stress and challenges. I am the only person in my office leaving early,

while comparing with others. Because my colleagues have lots of work, sometime they

will leave by late night only. But they are really enjoying all the moments in their life.

They don’t have any difference between professional life and personal life.
 CONCLUSION
The successful completion of this internship indicates that the future of marketing is in
the hands of digital. Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to use these
components in an effective way to reach target groups and to build a brand. In this
digital era marketer is not the custodian for a brand, people who are connected across
the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high
affinity towards digital media than other media’s. More than that customers are highly
information seekers and digital media is the only platform for two way communication
between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is more
cost effective and it provide lot of touch points to marketer. Brands can able to engage
their target group in an effective way through digital platforms. Digital media is not only
for engagement, brands can increase their customers or they can retain their existing
customers. Digital platforms help to increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making

money through digital advertising raising of digital marketing consciousness making
money for digital agencies by which they are booming and making more money with
small investments.

I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and also to plan for future strategies.
 EVALUATION SHEET

Subject-

Examination Roll No.-

Project Title-

Total Mark- 100

Marks Awarded

Project Viva Total

Mark Secured
Full Mark 80 20 100

Signature of Internal Signature of External

Dt. Dt.