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1 VodCast:
Video podcast / vidcast / vodcast are short forms of Video-On-Demand-Casts
Delivers video content
Once subscribed, videos can be dowloaded and saved to a portable video player
Users can then choose where and when to watch videos

Advantages Disadvantages
Supplement to the Text News Service Necessity of the tools
Attracting New Visitors and Creating the Relationships
Demanding data transmission
Offline Repaying Downloading of Unclaimed Multimedia

2 Social Media
Social media is the collective of online communication channels dedicated to
community-based input, interaction, content-sharing and collaboration.
Types- Forums, micro-blogging, social-networking, etc.
social media refers to the process of gaining traffic or attention through social media sites.

Some prominent examples of social media:

Facebook:
Twitter:
Instagram:
LinkedIn:
Pinterest:

Advantages Disadvantages
Large Coverage Poor branding can become viral
Increased number of customers Continuous updates need dedicated man hours
Low cost of marketing Time Consuming
Constant follow up No short term gains
Accessible to small businesses Risk of negative comments
Helps in Brand Awareness
Quick Results

3 Online Advertisement
Online marketing / Internet advertising / Web advertising
Uses internet to deliver promotional messages to consumers
Types- Email marketing, Search engine marketing, social media marketing, mobile
advertising, etc.
Requires advertiser- who provides advertisements; publisher- who integrates
advertisements into online content

Advantages Disadvantages
Low Cost Security Concerns
Measurability Banner blindedness
Formatting Ad blocking
Targeting Privacy concerns
Coverage Spam
Speed

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4 Online PR
Managing the spread of information between the organization and individuals
Online PR is management of online communications and includes developing and/or
enhancing company websites, e-newsletters, social media interaction, blogging
strategies, interactive media releases and more.
Online PR efforts will be seen directly by potential customers or consumer market.
It is exciting as the online world is continuously changing and evolving, with new
opportunities and channels opening up all the time.

Advantages Disadvantages
Online PR may not be accessible to everyone due to
Increased traffic to a website lack of technology support
Contribution to search engine optimization Risky as it may generate opposite results
Enhances brand awareness Promotional message must be carefully drafted
Position a company as an authoritative
voice in their industry Risk of negative publicity
Provide avenue for improved customer relations

5 Web Analytics
Web Analytics is measurement, collection, analysis and reporting of web data for
purposes of understanding and optimizing web usage.
Helps to understand how traffic to a website changes after media campaigns.
Process of analyzing the behaviour of visitors to a website.
eg. how many people visited the website, unique visitors, how they came to the website,
whether followed any link to visit the website

Advantages Disadvantages
Optimize the website Time Consuming
Page views
Advertising
Traffic
Formulate Sales and e-marketing plan

6 Online Market Research Tools

Market Research: It a systematic process of gathering, recording and analysing of data
related to problems in marketing of ideas, goods and services
Helps to understand impact of P., E., S., T., L., and E. forces on business.
It helps to understand how well a product/ service is selling to customers

Methods of Online M.R.

Online survey
Online Observation
Online Focus groups
Online Panel

Advantages Disadvantages
Precise data is available Limited Sampling, Respondent availability
International data can be used Possible co-operation problems
Affordable No interviewer
Reliable Audience representation may be poor
Automation and Real-time Access is provided
Convenient for respondents to give their opinions
Versatile – as can be used for a variety of research

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7 Strategies to increase Web Traffic

Writing articles-
Quality content should be provided for the visitors
Frequency of the articles should be high
Creating shareable content

Promoting Website-
Start a forum, discussion platform
Share links in other websites, blogs, social media to get more traffic

Social Media-
It can be used to expand the presence of the company to ensure maximum reach.
Company should have its presence felt on facebook, twitter, instagram, etc.

Attractive-
Build a modern design for website
Keep website simple
Take clear, high quality photographs
Support with outside web links

8 Latest development and strategies in Digital Marketing

Digital marketing is the latest trend in the marketing world.
Every mid size and to some extent even small business these days is trying to be
present in digital marketing.
It is always changing

Some of the changes are:

Segmentation: More segmentation is been done in order to target B2B and B2C
sectors.
Influencer marketing: Key people online who have the capacity to influence a large
group of followers due to their expertise in a specific sector.
Online behavioural advertising: Collecting users oonline activity data over a period of
time.
Collaborative Environment: Organisation, Technology service provider and digital
agencies work in collaboration to share resources
Game advertising: Ads that exist within computer or Video games. eg. Billboards in
sports games like FIFA.

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