Professional Documents
Culture Documents
STUDY ON
Digital Marketing
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DECLARATION
I, here by declare that this project report entitled a study on digital marketing at ValueProp
Corporate Solutions is bonafide record of Research Work done by me during 2010 for the partial
fulfilment of requirement of award of Master of Business Administration of JNTUH under the
guidance of
I also declare that the project work is either fully or partially have not previously formed the basis for the
award of any degree, diploma, fellowship or other similar title of any society or University.
DECLARATION
I, declare that this project titled Study on Digital Marketing of ValueProp Corporate
Solutions in Ameerpeta Hyderabad under the guidance faculty guide, SathishManadava sir
company guide Value Prop Corporate Solutions , I further declare that this is my original work as
Date:
Place:
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INDEX
CHAPTER-1:
1.1.Company profile
1.4.Scope of study
CHAPTER_2:
2.1.Advantages of Digital marketing
CHAPTER 3:
3.1. Bussiness strategies in Digital marketing
WEB ANALYTICS
5.1. Key definitions
E-mail MARKETING
5.2.1.Comarission to the traditional marketing
5.2.3.Legal requirements
6.2.History of SEM
7.3.SEO methods
MOBILE ADVERTISING
8.1.Overview
8.4.Mobile as media
CHAPTER-5
10.1.Conclusion
10.2.Suggitions
CHAPTER 6:
11.1 Methodology
11.2 Data Collection
11.3 sources of data
11.4 Area of Sampling
Bibliography :
Value Prop Corporate Solutions
"When you reach an obstacle, turn it into an opportunity. You have the choice. You can
overcome and be a winner, or you can allow it to overcome you and be a loser. The choice is
yours and yours alone. Refuse to throw in the towel. Go that extra mile that failures refuse to
travel. It is far better to be exhausted from success than to be rested from failure."- Mary
Kay Ash
About Value Prop
Value Prop Corporate Solutions, a start up proprietary enterprise, on its own and through a
web of consultants & tie-ups operates in different business segments which are detailed in
the services division. Value Prop is the shorter version word Value Proposition, which
means an analysis and quantified review of the benefits, costs and value that organizations
can deliver to customers. For Value Prop customer interest is the top priority. Each client
will have his own requirement and we cater to their needs in the customized pattern. Value
Prop believes and takes pride in maintaining strategic long-term relationship with the clients.
Contents
1 Marketing
1.1 Push strategy
1.2 Pull strategy
2 Supply chains
3 Push Pull Music Marking Future
4 See also
Marketing:
1.1 Push strategy
Another meaning of the push strategy in marketing can be found in the communication
between seller and buyer. In dependence of the used medium, the communication can
be either interactive or non-interactive. For example, if the seller makes his promotion
by television or radio, it's not possible for the buyer to interact with. On the other hand,
if the communication is made by phone or internet, the buyer has possibilities to
interact with the seller. In the first case information is just "pushed" toward the buyer,
while in the second case it is possible for the buyer to demand the needed information
according to his requirements.
Applied to that portion of the supply chain where demand uncertainty is relatively
small
Production & distribution decisions are based on long term forecasts
Based on past orders received from retailers warehouse (may lead to Bullwhip effect)
Inability to meet changing demand patterns
Large and variable production batches
Unacceptable service levels
Excessive inventories due to the need for large safety stocks
less expenditure on advertising than pull strategy
1.2 Pull strategy
In a "pull" system the consumer requests the product and "pulls" it through the delivery
channel. An example of this is the car manufacturing company Ford Australia. Ford
Australia only produces cars when they have been ordered by the customers.
Applied to that portion of the supply chain where demand uncertainty is high
Production and distribution are demand driven
No inventory, response to specific orders
Point of sale (POS) data comes in handy when shared with supply chain partners
Decrease in lead time
Difficult to implement
Supply chains
With a push-based supply chain, products are pushed through the channel, from the
production side up to the retailer. The manufacturer sets production at a level in
accord with historical ordering patterns from retailers. It takes longer for a push-
based supply chain to respond to changes in demand, which can result in
overstocking or bottlenecks and delays (the bullwhip effect), unacceptable service
levels and product obsolescence.
In a pull-based supply chain, procurement, production and distribution are demand-
driven so that they are coordinated with actual customer orders, rather than forecast
demand.
A supply chain is almost always a combination of both push and pull, where the
interface between the push-based stages and the pull-based stages is known as the
pushpull boundary.[5] An example of this would be Dell's build to order supply
chain. Inventory levels of individual components are determined by forecasting
general demand, but final assembly is in response to a specific customer request. The
push-pull boundary would then be at the beginning of the assembly line.
Chapter 2
They are basically requesting to view this specific content. These are typically located
in websites, blogs, streaming audio and video sources. Customers have found related
information on other websites or been directed to the companys sources by a referring
website to find the information.
Push disadvantages requires Can Spam Act 2003 compliance, most customers must
opt-in, can be blocked, simply opt-out, and requires delivery technology
Chapter 3
Business strategies:
Proven Recession Proof Home Business Marketing System
Online Small Business Marketing
Physicians Use Social Media To Generate Business
SEO Or SEM Deciphering Online Marketing Double Speak
12 Common problems in implementing of Digital marketing strategies:
Lack of understanding what image they are trying to project
No path to acquire and grow an audience
No cohesion of content
Placating executives by executing their bad ideas
Living and dying by data
Having to dumb things things down for the team
Trying to reach the wrong group
Misunderstanding the importance of content
No plan to actually reach anyone in the first place
No difference from others
. Lack of influencers on your team
No forming of relationships/alliances
Tools or Channels:
1) Social Networks (Facebook, Twitter, Myspace, Delicious)
When you social network, you can prescreen potential customers. You learn what
your prospects like and what they dont. That personal relationship you gain when
you connect with your potential customer is more valuable than what you would get
had you advertised.
The Most Important Features that attracts the most in Social Networks are a Profile ,
A Profile Image, Instant Chatting with friends and people in the Network, scalability
to add and interact with like-minded people, Groups discussion etc.
Social Networks like facebook, twitter, Myspace, Delicious, technorati etc has
become the most important social Networks that once should explore with great
Interest. The Most Important part of Social Network Marketing is that they allow a
lot more space and functionality to market a person, product or services to greater
depth.
Twitter :
msn:
facebook
hi 5:
Ning :
1 | facebook
2 - eBizMBA Rank | 250,000,000 - Estimated Unique Monthly Visitors | 2 - Compete Rank | 2 -
Quantcast Rank | 2 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
2 | MySpace
16 - eBizMBA Rank | 122,000,000 - Estimated Unique Monthly Visitors | 16 - Compete Rank |
16 - Quantcast Rank | 17 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
3 | twitter
27 - eBizMBA Rank | 80,500,000 - Estimated Unique Monthly Visitors | 39 - Compete Rank | 31
- Quantcast Rank | 11 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
4 | LinkedIn
47 - eBizMBA Rank | 50,000,000 - Estimated Unique Monthly Visitors | 61 - Compete Rank | 50
- Quantcast Rank | 29 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
5 | Ning
143 - eBizMBA Rank | 42,000,000 - Estimated Unique Monthly Visitors | 180 - Compete Rank |
120 - Quant cast Rank | 128 - Alexa Rank.
Most Popular Social Networking Websites | Updated 7/01/2010 | eBizMBA
6 | Tagged
225 - eBizMBA Rank | 30,000,000 - Estimated Unique Monthly Visitors | 382 - Compete Rank |
151 - Quantcast Rank | 141 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
7 | classmates
228 - eBizMBA Rank | 29,000,000 - Estimated Unique Monthly Visitors | 487 - Compete Rank |
*425* - Quantcast Rank | 969 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
8 | hi5
479 - eBizMBA Rank | 27,000,000 - Estimated Unique Monthly Visitors | 983 - Compete Rank |
392 - Quantcast Rank | 62 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
9 | my yearbook
617 - eBizMBA Rank | 12,000,000 - Estimated Unique Monthly Visitors | 522 - Compete Rank |
293 - Quantcast Rank | 1,036 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
10 | Meet up
635 - eBizMBA Rank | 8,000,000 - Estimated Unique Monthly Visitors | 644 - Compete Rank |
732 - Quantcast Rank | 528 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
11 | bebo
655 - eBizMBA Rank | 7,000,000 - Estimated Unique Monthly Visitors | 944 - Compete Rank |
434 - Quantcast Rank | 588 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
12 | mylife
865 - eBizMBA Rank | 6,000,000 - Estimated Unique Monthly Visitors | 118 - Compete Rank |
688 - Quantcast Rank | 1,789 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
13 | friendster
955 - eBizMBA Rank | 5,000,000 - Estimated Unique Monthly Visitors | 1,920 - Compete Rank |
643 - Quantcast Rank | 301 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
14 | myHeritage
1,097 - eBizMBA Rank | 4,800,000 - Estimated Unique Monthly Visitors | 707 - Compete Rank |
595 - Quantcast Rank | 1,989 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
15 | Multiply
1,136 - eBizMBA Rank | 4,600,000 - Estimated Unique Monthly Visitors | 2,446 - Compete
Rank | 677 - Quantcast Rank | 285 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
16 | orkut
1,303 - eBizMBA Rank | 4,500,000 - Estimated Unique Monthly Visitors | 2,219 - Compete
Rank | *1,630* - Quantcast Rank | 59 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
17 | badoo
1,329 - eBizMBA Rank | 4,400,000 - Estimated Unique Monthly Visitors | 3,187 - Compete
Rank | *650* - Quantcast Rank | 152 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
18 | gaiaonline
1,334 - eBizMBA Rank | 4,350,000 - Estimated Unique Monthly Visitors | 1,781 - Compete
Rank | 733 - Quantcast Rank | 1,489 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
19 | BlackPlanet
1,952 - eBizMBA Rank | 4,000,000 - Estimated Unique Monthly Visitors | 1,322 - Compete
Rank | *1,721* - Quantcast Rank | 2,814 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
20 | SkyRock
2866 eBizMBA Rank | 3,000,000 - Estimated Unique Monthly Visitors |7,380 - Compete Rank
| *980* - Quantcast Rank | 237 - Alexa Rank.
Most Popular Social Networking Websitess | Updated 7/01/2010 | eBizMBA
2) Article Marketing
Article Marketing has become one of the most essential tools of online Marketing.
Article marketing is a type of advertising in which businesses write short articles
related to their respective industry.
With the rise of internet marketing, article marketing has subsequently moved up on
the ladder and made a move to the online world as well.
As in traditional forms of media, online article marketing has served the dual role of
providing publishers with what amounts to free content, and advertisers with
similarly free advertising.
3) Blog
Blogging evolved to be as the most important tool of digital Marketing over the
Internet which gives a target Audience.
A blog or weblog is an online diary of events arranged in reverse chronological
order. The author of a blog is known as a blogger and writing or maintaining a blog
is referred to as blogging.
An individual entry or article is called a post and is available in the form of a blog
page for the public to read.
A blog may have a commentary box for readers to leave comments or opinions.
These comments act as stimulus for further conversations.
4) RSS
RSS is a new Face of Online Marketing/ Digital Marketing. RSS emerged as a
creative idea to share the Internet Information with its freshness as Information on
Internet became huge to search and distribute.
RSS (Really Simple Syndication or Rich Site Summery), is widely used to
deliver content to your website users without any restriction.
Using RSS for result oriented marketing can help you integrate your website with
your other marketing initiatives, develop winning strategies to drive targeted users to
your site and in the process increase overall traffic and sales.
6) SEO
Search Engine Optimization (SEO) is the process of increasing the traffic of visitors
to the website from search engines via organic means using different algorithms via
natural or un-paid ways
Most Popular SEO platforms are Google and Yahoo Search Engines. People perform
various strategies to appear on the front pages of theses search engines which are
widely used by customers all over the world.
Typically, the earlier (or higher) a site appears in the search results list, the more
visitors it will receive from the search engine. SEO may target different kinds of
search, including image search, local search, video search and industry-specific
vertical search engines.
This gives a web site web presence.
10) Wiki
Wikipedia has become the source for knowledge on anything from scientific facts to
iconic pop culture art.
It started as an Encyclopedia but later proved to be an ocean for getting information
of various and diverse topics that exists in the Universe.
Wiki Marketing started in a way that people posted information about then or their
business and made editable pages.
There are ways to promote your business on Wikipedia. In Wiki Marketing You cant
be as straightforward as you are in your landing page or banner ad, but there is a way
to tap into the marketing potential of this unparalleled source of information.
11) Website
A website is the best place to put the Information about a business and could be
easily available all the time when a user can access internet. Website has become the
virtual office of a business over the internet and has become must to have if you want
to survive in the hard-shell completive business world.
People are spending huge Investment for the design, development, updating and
promotion of a website. A highly Interactive, Informative and
user centric Website is in heavy demand
As 2010 fast approaches, digital marketers are gearing up for yet another r of
changes that will incorporate both the transformational and the incremental.
From the economy's influence on the burgeoning "do-it-yourself" culture to an
increasing reliance on collective wisdom, information-based art, and remote
computing, digital experts have put together the following list of top digital
marketing trends they believe will play out in the year ahead.
1. Facebook Replaces Personal Email: As Facebook becomes increasingly used as a
verb (e.g."I Facebooked you today") in ways that Hotmail and gmail never were, it will
be interesting to see the extent to which it will displace personal email as a
communication tool. Its already completely permission based, there is no spam (yet),
and no address book required - your friends are already there.
With the right skills any open-source project can be commercialized this way.
3. Mobile Commerce - The Promise That Has Never Delivered, Yet: Though mobile
phones have, for a while now, delivered real benefits to global societies by facilitating
the transfer of money, only recently has mobile device use extended to payment for
goods and services. The game changer has - and will continue to be - the iPhone/iTunes
platform. In-app purchases on the iPhone can tempt users to buy small items, upgrades,
updates, etc, while iTunes holds their precious credit card information. All, of course, is
done in seamless fashion, enough to promote impulse purchases. It would seem like an
easy task for this to be extended to other platforms with PayPal or Google Checkout, but
so far it has not been done.
Much has been said about the power and potential of collective intelligence, and many
of the breakthrough solutions of tomorrow appear to lie in more effectively pooling the
resources and intelligence of our increasingly networked world. On the other side of
the equation, the power of pooled intelligence and networked resources has empowered
individuals to take on more and more complex undertakings themselves.
From drawing on the collective intelligence of blogs and university open courseware to
educate themselves, to services like ponoko, spoonflower and cafe press that facilitate
small-scale production, to offline resource pooling like pop- up retail and collective
office spaces, individuals are discovering that it has never been easier to try doing it
themselves.
8. Crowd Sourcing: Across many industries and organizations, crowd sourcing will
become a growing tool as part of various outsourcing strategies. Organizations will
mobilize the passionate special-interest groups to not only carry a message but also
to lead and take part in activities on their behalf. From political canvassing to
software development, from people journalism to environmental activism, expect to
see huge growth in crowdsourcing models provoked and led, in large part, by digital
social media strategies.
9. More Flash, Not Less: Outside of the obvious brand sites, micro-sites and media
sites (video, games, etc.) where it appears absolutely necessary, Flash has often been
looked down upon if not completely discounted by both techies and search engine
optimizers. It seemed to face an uncertain future as a viable tool for serious websites
Internet marketing:
Internet marketing, also referred to as i-marketing, web-marketing, online-
marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of
products or services over the Internet.
The Internet has brought media to a global audience. The interactive nature of
Internet marketing in terms of providing instant response and eliciting responses, is a
unique quality of the medium.
Internet marketing is sometimes considered to have a broader scope because it not
only refers to the Internet, e-mail, and wireless media, but it includes management of
digital customer data and electronic customer relationship management (ECRM)
systems.
Internet marketing ties together creative and technical aspects of the Internet,
including: design, development, advertising, and sales.
Internet marketing also refers to the placement of media along many different stages
of the customer engagement cycle through search engine marketing (SEM),
search engine optimization (SEO),
banner ads on specific websites,
e-mail marketing,
In 2008 The New York Times, working with comScore, published an initial estimate
to quantify the user data collected by large Internet-based companies.
Counting four types of interactions with company websites in addition to the hits
from advertisements served from advertising networks, the authors found the
potential for collecting data upward of 2,500 times on average per user per month.
The advertisers can use a variety of methods: pay per impression, pay per click, pay per
play, or pay per action. Therefore, marketers can determine which messages or
offerings are more appealing to the audience.
The results of campaigns can be measured and tracked immediately because online
marketing initiatives usually require users to click on an advertisement, visit a website,
and perform a targeted action.
Because exposure, response, and overall efficiency of Internet media are easier to track
than traditional off-line mediathrough the use of web analytics for instanceInternet
marketing can offer a greater sense of accountability for advertisers.
Marketers and their clients are becoming aware of the need to measure the
collaborative effects of marketing (i.e., how the Internet affects in-store sales) rather
than siloing each advertising medium.
The effects of multichannel marketing can be difficult to determine, but are an
important part of ascertaining the value of media campaigns.
Limitations
Internet marketing requires customers to use newer technologies rather than traditional
media.
Low-speed Internet connections are another barrier. If companies build large or overly-
complicated websites, individuals connected to the Internet via dial-up connections or
mobile devices experience significant delays in content delivery.
From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try on"
tangible goods before making an online purchase can be limiting. However, there is an
industry standard for e-commerce vendors to reassure customers by having liberal
return policies as well as providing in-store pick-up services.
A survey of 410 marketing executives listed the following barriers to entry for large
companies looking to market online: insufficient ability to measure impact, lack of
internal capability, and difficulty convincing senior management.[2]
Effects :
The number of banks offering the ability to perform banking tasks over the internet has
also increased.
Online banking appeals to customers because it is often faster and considered more
convenient than visiting bank branches.
Currently over 150 million U.S. adults now bank online, with increasing Internet
connection speed being the primary reason for fast growth in the online banking
industryOf those individuals who use the Internet, 44 percent now perform banking
activities over the Internet.
Internet auctions have become a multi-billion dollar business. Unique items that could
only previously be found at flea markets are now being sold on Internet auction
websites such as eBay.
Specialized e-stores sell an almost endless amount of items ranging from antiques,
movie props, clothing, gadgets and much more.
As the premier online reselling platform, eBay is often used as a price-basis for
specialized items.
Buyers and sellers often look at prices on the website before going to flea markets; the
price shown on eBay often becomes the item's selling price. It is increasingly common
for flea market vendors to place a targeted advertisement on the Internet for each item
they are selling online, all while running their business out of their homes.
Web analytics:
Web analytics is the measurement, collection, analysis and reporting of internet data
for purposes of understanding and optimizing web usage.
Web analytics is not just a tool for measuring website traffic but can be used as a tool
for business research and market research.
Web analytics applications can also help companies measure the results of traditional
print advertising campaigns.
It helps one to estimate how the traffic to the website changed after the launch of a new
advertising campaign.
Web analytics provides data on the number of visitors, page views etc to gauge the
popularity of the sites which will help to do the market research.
There are two categories of web analytics; off-site and on-site web analytics.
Off-site web analytics refers to web measurement and analysis regardless of whether you
own or maintain a website.
It includes the measurement of a website's potential audience (opportunity), share of
voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your website. This includes its
drivers and conversions; for example, which landing pages encourage people to make a
purchase.
On-site web analytics measures the performance of your website in a commercial
context. This data is typically compared against key performance indicators for
performance, and used to improve a web site or marketing campaign's audience
response.
Historically, web analytics has referred to on-site visitor measurement. However in
recent years this has blurred, mainly because vendors are producing tools that span
both categories.
The remainder of this article concerns on-site web analytics.
Contents
There are no globally agreed definitions within web analytics as the industry bodies have been
trying to agree definitions that are useful and definitive for some time.
Hit - A request for a file from the web server. Available only in log analysis. The number of hits
received by a website is frequently cited to assert its popularity, but this number is extremely
misleading and dramatically over-estimates popularity. A single web-page typically consists of
multiple (often dozens) of discrete files, each of which is counted as a hit as the page is
downloaded
Page view - A request for a file whose type is defined as a page in log analysis. An
occurrence of the script being run in page tagging. In log analysis, a single page view
may generate multiple hits as all the resources required to view the page (images, .js
and .css files) are also requested from the web server.
Visit / Session - A visit is defined as a series of page requests from the same uniquely
identified client with a time of no more than 30 minutes between each page request.
A session is defined as a series of page requests from the same uniquely identified
client with a time of no more than 30 minutes and no requests for pages from other
domains intervening between page requests.
In other words, a session ends when someone goes to another site, or 30 minutes elapse
between pageviews, whichever comes first.
A visit ends only after a 30 minute time delay.
If someone leaves a site, then returns within 30 minutes, this will count as one visit but
two sessions.
In practise, most systems ignore sessions and many analysts use both terms for visits.
Because time between pageviews is critical to the definition of visits and sessions, a
single one pageview event does not constitute a visit or a session (it is a "bounce").
First Visit / First Session - A visit from a visitor who has not made any previous visits.
Visitor / Unique Visitor / Unique User - The uniquely identified client generating
requests on the web server (log analysis) or viewing pages (page tagging) within a
defined time period (i.e. day, week or month). A Unique Visitor counts once within the
timescale.. Identification is made to the visitor's computer, not the person, usually via
cookie and/or IP+User Agent. Thus the same person visiting from two different
computers will count as two Unique Visitors.
Repeat Visitor - A visitor that has made at least one previous visit. The period between
the last and current visit is called visitor recency and is measured in days.
New Visitor - A visitor that has not made any previous visits. This definition creates a
certain amount of confusion (see common confusions below), and is sometimes
substituted with analysis of first visits.
Impression - An impression is each time an advertisement loads on a user's screen.
Anytime you see a banner, that is an impression.
Singletons - The number of visits where only a single page is viewed. While not a
useful metric in and of itself the number of singletons is indicative of various forms of
Click fraud as well as being used to calculate bounce rate and in some cases to identify
automatons bots).
Bounce Rate - The percentage of visits where the visitor enters and exits at the same
page without visiting any other pages on the site in between.
% Exit - The percentage of users who exit from a page.
Visibility time - The time a single page (or a blog, Ad Banner...) is viewed.
Session Duration - Average amount of time that visitors spend on the site each time
they visit. This metric can be complicated by the fact that analytics programs can not
measure the length of the final page view[8].
Page View Duration / Time on Page - Average amount of time that visitors spend on
each page of the site. As with Session Duration, this metric is complicated by the fact
that analytics programs can not measure the length of the final page view unless they
record a page close event, such as onUnload().
Active Time / Engagement Time - Average amount of time that visitors spend actually
interacting with content on a web page, based on mouse moves, clicks, hovers and
scrolls. Unlike Session Duration and Page View Duration / Time on Page, this metric
can accurately measure the length of engagement in the final page view.
Page Depth / Page Views per Session - Page Depth is the average number of page
views a visitor consumes before ending their session. It is calculated by dividing total
number of page views by total number of sessions and is also called Page Views per
Session or PV/Session.
Frequency Session per Unique - Frequency measures how often visitors come to a
website. It is calculated by dividing the total number of sessions (or visits) by the total
number of unique visitors. Sometimes it is used to measure the loyalty of your
audience.
Click path - the sequence of hyperlinks one or more website visitors follows on a
given site.
Click - "refers to a single instance of a user following a hyperlink from one page in a
site to another". A growing community of web site editors use click analytics to analyze
their web sites.
Site Overlay is a techniques in which graphical statistics are shown besides each link on the
web
Five Steps to Online Marketing Success:
Using competitive intelligence strategies and tools will be key to launching successful email
marketing campaigns in 2010, according to a new white paper from Compete.
In the white paper "Five Simple Steps to Online Marketing Success," Compete recommends
that marketers take the five following steps to integrate competitive marketing into their
online campaigns, MarketingCharts reports.
1. Know the Competition:
First, Compete advises email marketers to create a list of competitors in their space
and identify the specific reasons each poses a competitive threat.
After identifying their competitive set, marketers are advised to dig into metrics and
figure out their standing in the ones that matter most.
Frequently used metrics include unique visitors, page views, time on site, average
stay, and pages per visit.
All of these will give marketers a sense of real norms for their competitive
landscape, thus allowing them to make logical business decisions and maximize
ROI.
2. Cover Search Marketing Bases:
Increase search traffic and campaign performance through analysis of competitors'
search marketing trends and keywords.
In addition, using local web analytics tools, marketers can see what keywords are
sending traffic to their sites, how much of that traffic is paid as compared to natural,
and what percentage of traffic the individual search engines contribute to a site
overall.
Through optimization and testing of paid search campaigns, SEO keyword research,
and content creation, marketers can maximize conversions and increase search ROI.
3. Copying is a Sign of Flattery:
Identify what websites are sending competitors traffic and get in on the action.
Competition for web traffic will continue to grow as more everyday activities move
online.
Just like there are a few keywords that drive most of the traffic to a site (the head) and
thousands of other keywords that drive a little (the long tail), traffic to websites works
much in the same way.
There are millions of websites out there, however only a small percentage account for
the bulk of traffic.
The relationships marketers forge with other online businesses can determine the fate of
their marketing success.
4. Fix Your Leaky Bucket:
Local web analytics tools will let marketers identify which websites are sending
traffic to their sites. Based on page views, bounce rates, and conversion rates, they
can easily identify which websites deliver the most benefit. Thinking of a website as
a bucket, using various marketing tactics, marketers can scoop up site visitors that
may be interested in their products or services.
Then by creating conversion funnels, they can attempt to lead users to perform a
specific action.
5. Stay on Top:
Marketers should monitor, set benchmarks, and realize how their site enhancements
and marketing strategies impact their competitors.
In order to stay on track and continue to grow their business, marketers need an
online marketing strategy that can adjust to ever-changing economic, technological,
and social environments.
Incorporating competitive intelligence into that marketing strategy can give them the
critical information they need to minimize risk and ensure success.
Email marketing:
E-mail marketing is a form of direct marketing which uses electronic mail as a means
of communicating commercial or fundraising messages to an audience.
In its broadest sense, every e-mail sent to a potential or current customer could be
considered e-mail marketing. However, the term is usually used to refer to:
sending e-mails with the purpose of enhancing the relationship of a merchant with its
current or previous customers and to encourage customer loyalty and repeat business,
sending e-mails with the purpose of acquiring new customers or convincing current
customers to purchase something immediately,
adding advertisements to e-mails sent by other companies to their customers, and
sending e-mails over the Internet, as e-mail did and does exist outside the Internet (e.g.,
network e-mail and FIDO).
Researchers estimate that United States firms alone spent US$400 million on e-mail
marketing in 2006.
SEM:
Search engine marketing, or SEM, is a form of Internet marketing that seeks to
promote websites by increasing their visibility in search engine result pages (SERPs)
through the use of search engine optimization, paid placement, contextual advertising,
and paid inclusion..
Usage of the term "search engine marketing" has been inconsistent. The trade
association Search Engine Marketing Professional Organization (SEMPO) includes
search engine optimization (SEO), and SEO is also included in the industry definitions
of SEM by Forrester Research, eMarketer, Search Engine Watch, and industry expert
Danny Sullivan.. However, the New York Times restricts the definition to 'the practice
of buying paid search listings'.
Contents
1 Market structure
2 History
3 Ethical questions
Market structure
In 2008, North American advertisers spent US$13.5 billion on search engine
marketing. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing
and Microsoft adCenter.
As of 2006, SEM was growing much faster than traditional advertising and even
other channels of online marketing.[4] Because of the complex technology, a
secondary "search marketing agency" market has evolved.
Many marketers have difficulty understanding the intricacies of search engine
marketing and choose to rely on third party agencies to manage their search
marketing.
History
As the number of sites on the Web increased in the mid-to-late 90s, search engines
started appearing to help people find information quickly.
Search engines developed business models to finance their services, such as pay per
click programs offered by Open Textin 1996 and then Goto.com in 1998.
Goto.com later changed its name to Overture in 2001, and was purchased by Yahoo!
in 2003, and now offers paid search opportunities for advertisers through Yahoo!
Search Marketing.
Google also began to offer advertisements on search results pages in 2000 through
the Google AdWords program. By 2007, pay-per-click programs proved to be
primary money-makersfor search engines.
In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the
intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually
received approval from regulators in the US and Europe in February 2010.
Some of the latest theoretical advances include Search Engine Marketing
Management (SEMM). SEMM relates to activities including SEO but focuses on
return on investment (ROI) management instead of relevant traffic building (as is the
case of mainstream SEO).
Ethical questions
Paid search advertising has not been without controversy, and the issue of how search
engines present advertising on their search result pages has been the target of a series
of studies and reports by Consumer Reports WebWatch.
The Federal Trade Commission (FTC) also issued a letter in 2002 about the importance
of disclosure of paid advertising on search engines, in response to a complaint from
Commercial Alert, a consumer advocacy group with ties to Ralph Nader.
Vested interests appear to use the expression SEM to mean exclusively Pay per click
advertising to the extent that the wider advertising and marketing community have
accepted this narrow definition. Such usage excludes the wider search marketing
community that is engaged in other forms of SEM such as Search Engine Optimization
and Search Retargeting.
History
Webmasters and content providers began optimizing sites for search engines in the
mid-1990s, as the first search engines were cataloging the early Web.
Initially, all a webmaster needed to do was submit the address of a page, or URL, to the
various engines which would send a "spider" to "crawl" that page, extract links to other
pages from it, and return information found on the page to be indexed.
The process involves a search engine spider downloading a page and storing it on the
search engine's own server, where a second program, known as an indexer, extracts
various information about the page, such as the words it contains and where these are
located, as well as any weight for specific words, and all links the page contains, which
are then placed into a scheduler for crawling at a later date.
Site owners started to recognize the value of having their sites highly ranked and
visible in search engine results, creating an opportunity for both white hat and black hat
SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search
engine optimization" probably came into use in 1997.
Early versions of search algorithms relied on webmaster-provided information such as
the keyword meta tag, or index files in engines like ALIWEB.
Web content providers also manipulated a number of attributes within the HTML
source of a page in an attempt to rank well in search engines.
webmasters had already developed link building tools and schemes to influence the
Inktomi search engine, and these methods proved similarly applicable to gaming
PageRank. Many sites focused on exchanging, buying, and selling links, often on a
massive scale. Some of these schemes, or link farms, involved the creation of
thousands of sites for the sole purpose of link spamming.
By 2004, search engines had incorporated a wide range of undisclosed factors in their
ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites
using more than 200 different signalsThe leading search engines, Google and Yahoo,
do not disclose the algorithms they use to rank pages.
Notable SEOs, such as Rand Fishkin, Barry Schwartz, Aaron Wall and Jill Whalen,
have studied different approaches to search engine optimization, and have published
their opinions in online forums and blogs.
SEO practitioners may also study patents held by various search engines to gain insight
into the algorithm
In 2005 Google began personalizing search results for each user. Depending on their
history of previous searches, Google crafted results for logged in users
in 2007 Google announced a campaign against paid links that transfer PageRank. On
June 15,
In 2008, Bruce Clay said that "ranking is dead" because of personalized search. It
would become meaningless to discuss how a website ranked
in 2009, Google disclosed that they had taken measures to mitigate the effects of
PageRank sculpting by use of the nofollow attribute on links.
Methods:
Preventing crawling
White hat versus black hat
As a marketing strategy
International markets
Legal precedents:
Increasing prominence
Mobile advertising:
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile
devices. It is a subset of mobile marketing
Overview:
Some see mobile advertising as closely related to online or internet advertising, though its
reach is far greater - currently, most mobile advertising is targeted at mobile phones, that
came estimably to a global total of 4.6 billion as of 2009.
Notably computers, including desktops and laptops, are currently estimated at 1.1 billion
globally.
It is probable that advertisers and media industry will increasingly take account of a bigger
and fast-growing mobile market, though it remains at around 1% of global advertising
spent.
Mobile media is evolving rapidly and while mobile phone will continue to be the mainstay,
it is not clear whether mobile phones based on cellular backhaul or smartphones based on
WiFi hot spot or WiMAX hot zone will also strengthen. However, such is the emergence of
this form of advertising, that there is now a dedicated global awards ceremony organised
every year by Visiongain.
As mobile phones outnumber TV sets by over 3 to 1, and PC based internet users by over 4
to 1, and the total laptop and desktop PC population by nearly 5 to 1, advertisers in many
markets have recently rushed to this media. In Spain 75% of mobile phone owners receive
ads, in France 62% and in Japan 54%.
D2 the biggest mobile advertising agency of Japan announced in November 2009 at the
Mobile Asia Congress, that mobile advertising was worth 900 million dollars in Japan
alone.
According to the research firm Berg Insight the global mobile advertising market that was
estimated to 1 billion in 2008. Furthermore, Berg Insight forecasts the global mobile
advertising market to grow at a compound annual growth rate of 43 percent to 8.7 billion
in 2014
Types of mobile ads
In some markets, this type of advertising is most commonly seen as a Mobile Web Banner
(top of page) or Mobile Web Poster (bottom of page banner), while in others, it is
dominated by SMS advertising (which has been estimated at over 90% of mobile
marketing revenue worldwide).
Other forms include MMS advertising, advertising within mobile games and mobile
videos, during mobile TV receipt, full-screen interstices, which appear while a requested
item of mobile content or mobile web page is loading up, and audio advertisements that
can take the form of a jingle before a voicemail recording, The Mobile Marketing
Association has published mobile advertising guidelines, but it is difficult to keep such
guidelines current in such a fast-developing area.
H
A
a
d
n Approx Handset
U Ad Size
d Screen Size (px W x Example Handsets
n (pixels)
s H)
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t
t
X 320 x 320 Palm Treo 700P, Nokia E70 X 300 x
- - 50
L L
a a
r r
g g
e e
L L
a a
Samsung MM-A900, LG VX-8500 216 x
r 240 x 320 r
Chocolate, Sony Ericsson W910i 36
g g
e e
M M
e e
d Motorola RAZR, LG VX-8000, d 168 x
176 x 208
i Motorola ROKR E1 i 28
u u
m m
S S
m m 120 x
128 x 160 Motorola V195
a a 20
ll ll
Mobile as media
This unobtrusive two-way communications caught the attention of media industry and
advertisers as well as cellphone makers and telecom operators. Eventually, SMS
became a new media - called the seventh mass media channel by several media and
mobile experts - and even more, it is a two-way mobile media, as opposed to one-way
immobile media like radios, newspapers and TV.
Besides, the immediacy of responsiveness in this two-way media is a new territory
found for media industry and advertisers, who are eager to measure up market response
immediately.
Additionally, the possibility of fast delivery of the messages and the ubiquity of the
technology (it does not require any additional functionality from the mobile phone, all
devices available today are capable of receiving SMS), make it ideal for time- and
location-sensitive advertising, such as customer loyalty offers (ex. shopping centres,
large brand stores), SMS promotions of events, etc.
To leverage this strength of SMS advertising, timely and reliable delivery of messages
is paramount, which is guaranteed by some SMS gateway providers.
Mobile media has begun to draw more significant attention from media giants and
advertising industry since the mid-2000s, based on a view that mobile media was to
change the way advertisements were made, and that mobile devices can form a new
media sector.
Despite this, revenues are still a small fraction of the advertising industry as a whole.
Informa reported that mobile advertising in 2007 was worth $2.2 billion.
This is less than 0.5% of the approximately $450 billion global advertising industry.
Mobile device issues
Coincidentally, however, mobile devices are encountering technological bottlenecks in
terms of battery life, formats, and safety issue
In a broad sense, mobile devices are categorically broken down into portable and
stationary equipment. Technically, mobile devices are categorized as below:
Handheld [portable]
Laptop, including ultraportable [portable]
Dashtop, including GPS navigation, satellite radio, and WiMAX-enabled dashtop
mobile payment platforms[fixed on dashboards]
The battery life and safety issues will perhaps combine to eventually push mobile
equipments inroads into vehicle dashtops.
However, satellite-based GPS navigation and satellite radio may already hit a snag
because of their part-time usage and technological hierarchy.
Put differently, people want more functions than GPS navigation and satellite radios.
The trend indicates an ongoing convergence into all-in-one dashtop mobile devices
incorporating GPS navigators, satellite radios, MP3 players, mobile TV, mobile
Internet, MVDER (vehicle black box), driving safety monitors, smartphones and even
video games.
SMS History:
When the Short Message Service emerged worldwide as an accidental success in 1999,
few believed that it would turn into the easiest, quickest and most cost-effective form
of one-to-one communication just a few years later.
The history of this social phenomenon is short, but record-breaking.
Its usage growth rate has soared about 800 percent for a period of six years!!! And
experts predict that this upward growth of SMS use will accelerate to even greater
levels, reaching almost 4 trillion messages sent annually within the upcoming five
years.
METHODOLOGY:
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 especially in studies relating to
behavioral sciences.
Questionnaire method is also very widely used in order to give a structure to the entire study.
SECONDARY DATA:
The secondary data regarding the company which was list of schools,institutions,colleges,retail
outlets,shoppingmalls,hotels and etc..
These all the categories of the methodology under above the processs
AREA OF RESEARCH
Kukatpally ,
Kukatpally housing board
Vivekananadha nagar colony,
Ameerpeta,
Maitrivanam
TYPES OF RESPONDENTS :
Schools ,
Educational consultants,
Colleges,
Shopingmalls,
Retail outlets,
Clinics ,
Social organizations,
Coaching centres..
Analysis:
Survey analysis:
The survey was conducted in surroundings ameerpeta ,kukatpally, Hyderabad
1) Do you know the website?
a) High cost-80%
b) Regular maintenance-20
A) www.yourwebsite.com,
B) www.yourwebsite.org
C) www.yourwebsite.net
7) Do you like a (A) journal,(B) culture , (C) style type of web design?
a) daily -32%
b)weekly-20%
c)monthly-30%
d)quarterly-16%
e)yearly-2%
10) Do you want to place advertisement in social networking websites or individual websites?
a)copy changes
b)media changes
a)dailtb)weeklyc)monthlyd)quarterlye)yearly
A )email b)both
A)teenages
b)female
c)single people
Yes -90%
No -10%
Email-85%
Both-15%
YES 25%
NO 75%
A-71%
B-29%
5) Why do you not buying the website?
a) High cost-80%
b) Regular maintenance-20%
A) www.yourwebsite.com,
B) www.yourwebsite.org
C) www.yourwebsite.net
A) 76%
B) 15%
C) 9%
7) Do you like a (A) journal,(B) culture , (C) style type of web design?
A)30%
B) 20%
C) 50%
B) Media changes-65%
a) daily -32%
b)weekly-20%
c)monthly-30%
d)quarterly-16%
e)yearly-2%
Yes-80%
No -20%
Yes-65%
No -35%
12) Do you want to place advertisement in social networking websites or individual websites?
Social networking sites-73%
Individual websites-27%
Chapter 5
Conclusions :
The first research analysed the effectiveness of SMS advertising, in terms of attitude
towards
the advertisement, attitude towards the brand and purchase intention. On the basis of
the research results we could conclude that the variable location and time influences
the attitude
towards the ad. In addition, the advertisings appeal seemed to play an important role:
emotional appeal leads to a more positive attitude towards the ad, whereas a rational
appeal
leads to a more positive attitude towards the brand and to higher purchase intentions.
Theresearch results also showed that, in the case of SMS advertising, it is better to
advertise lowinvolvement products.
Finally, giving incentives appeared to be effective in terms of purchaseintentions.
Based on these results, we can confirm that SMS advertising is effective. In
addition, we also studied the effectiveness of advertising through newspapers, also in
terms of attitude towards the advertisement, attitude towards the brand and purchase
intention.
Nevertheless, the factors (location and time, interactivity, advertising appeal,
productinvolvement and incentive) did not appear to be success factors for this form of
advertising.
Finally, both types of advertising (SMS advertising and advertising through
newspapers) were compared.
SMS advertising appeared to be more interactive than advertising through newspapers
and this interactivity had a positive impact on the attitude towards theadvertisement,
the attitude towards the brand and the consumers purchase intention.
However, as indicated previously, we ought to deal with some caution with these
results,because our additional research showed that incentives are necessary to increase
consumers.
willingness to accept commercial messages on their mobile phone.
Suggestions :
In INDIA the Digital marketing is a new and emerging concept in the present scenario of
global competitive world.
The small scale industries are the best beneficiary of this concept, but they dont have the
awareness about the digital marketing usage.
So that the Digital marketing agencies should give the awareness to them in order utilize
the best way to advertising, to promote sales and as well as to build their brand
Objective of the study:
Bibliography :
Internet
www.digitalbuzzblog.com
www.digitalmarketing.com
www.scribd.com
www.marketingtom.com
www.googlebooks.com
Books :
Digital Marketing Jerry Wind,&VijayMahajan
Digital media-Dave Chaffey
Direct Digital Marketing-Drayton Bird
Research :
Magazines
News papers
Etc