RINU JACOB CHERIAN 16KUCMD046 Dissertation

A Study on the effectiveness of Content Marketing and Its Importance in Digital
Marketing at One Native Advertising
Chapter 1
Introduction
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1.1 INDUSTRY PROFILE
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 methods such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, and optical disks
and games are becoming more common in our advancing technology. In fact, digital
marketing now extends to non-Internet channels that provide digital media, such as mobile
phones (SMS and MMS), callback, and on-hold mobile ring tones.
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 recognizable 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. Fierce
competition forced vendors to include more service into their software, for example,
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marketing, sales and service applications. Marketers were also able to own huge online
customer data by eCRM soft wares 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
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businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet
users, but OBA raises concern of consumer privacy and data protection.
New non-linear marketing approach
In order to engage customer’s retailers must shift from a linear marketing approach of one-
way communication to a value exchange model of mutual dialogue and benefit-sharing
between provider and consumer. Exchanges are more non-linear, free flowing, and both one-
to-many or one-on-one. The spread of information and awareness can occur across numerous
channels, such as the blogosphere, YouTube, Facebook, Instagram, Snapchat, Pinterest, and a
variety of other platforms. Online communities and social networks allow individuals to
easily create content and publicly publish their opinions, experiences, and thoughts and
feelings about many topics and products, hyper-accelerating the diffusion of information.
The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to

observe how consumers are using the Internet to make shopping decisions in stores and
online. Online shoppers are increasingly looking to purchase internationally, with over 50%
in the study who purchased online in the last six months stating they bought from an overseas
retailer.
Using an Omni-channel strategy is becoming increasingly important for enterprises who must
adapt to the changing expectations of consumers who want ever-more sophisticated offerings
throughout the purchasing journey. Retailers are increasingly focusing on their online
presence, including online shops that operate alongside existing store-based outlets. The
"endless aisle" within the retail space can lead consumers to purchase products online that fit
their needs while retailers do not have to carry the inventory within the physical location of
the store. Solely Internet-based retailers are also entering the market; some are establishing
corresponding store-based outlets to provide personal services, professional help, and
tangible experiences with their products.
An Omni-channel approach not only benefits consumers but also benefits business bottom
line: Research suggests that customers spend more than double when purchasing through an
Omni-channel retailer as opposed to a single-channel retailer, and are often more loyal. This
could be due to the ease of purchase and the wider availability of products.
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Customers are often researching online and then buying in stores and also browsing in stores
and then searching for other options online. Online customer research into products is
particularly popular for higher-priced items as well as consumable goods like groceries and
makeup. Consumers are increasingly using the Internet to look up product information,
compare prices, and search for deals and promotions.
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.
Ease of access
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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
exchanged around the world by anyone without any regard to whom 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
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type of marketing, as well as solely relying on it as it may have implications that could
negatively harness their image. Brands that represent themselves in an anthropomorphizing
manner are more likely to succeed in situations where a brand is marketing to this
demographic. "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.
Latest developments and strategies
One of the major changes that occurred in traditional marketing was the "emergence of
digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing
strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes,
Loredana, 2015) .As digital marketing is dependent on technology which is ever-evolving
and fast-changing, the same features should be expected from digital marketing developments
and strategies. This portion is an attempt to qualify or segregate the notable highlights
existing and being used as of press time.
1. Segmentation: more focus has been placed on segmentation within digital marketing,
in order to target specific markets in both business-to-business and business-to-
consumer sectors.
2. Influencer marketing: Important nodes are identified within related communities,
known as influencers. This is becoming an important concept in digital targeting. It is
possible to reach influencers via paid advertising, such as Facebook Advertising or
Google AdWords campaigns, or through sophisticated SCRM (social customer
relationship management) software, such as SAP C4C, Microsoft Dynamics, Sage
CRM and Salesforce CRM. Many universities now focus, at Masters Level, on
engagement strategies for influencers.
To summarize, Pull digital marketing is characterized by consumers actively seeking

marketing content while Push digital marketing occurs when marketers send messages
without that content being actively sought by the recipients.
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Online behavioral advertising is the practice of collecting information about a user's online
activity over time, "on a particular device and across different, unrelated websites, in order to
deliver advertisements tailored to that user's interests and preferences
1. Collaborative Environment: A collaborative environment can be set up between the

organization, the technology service provider, and the digital agencies to optimize
effort, resource sharing, reusability and communications. Additionally, organizations
are inviting their customers to help them better understand how to service them. This
source of data is called User Generated Content. Much of this is acquired via
company websites where the organization invites people to share ideas that are then
evaluated by other users of the site. The most popular ideas are evaluated and
implemented in some form. Using this method of acquiring data and developing new
products can foster the organizations relationship with their customer as well as
spawn ideas that would otherwise be overlooked. UGC is low-cost advertising as it is
directly from the consumers and can save advertising costs for the organization.
2. Data-driven advertising: Users generate a lot of data in every step they take on the
path of customer journey and Brands can now use that data to activate their known
audience with data-driven programmatic media buying. Without exposing customers'
privacy, users' Data can be collected from digital channels (e.g.: when customer visits
a website, reads an e-mail, or launches and interact with brand's mobile app), brands
can also collect data from real world customer interactions, such as brick and mortar
stores visits and from CRM and Sales engines datasets. Also known as People-based
marketing or addressable media, Data-driven advertising is empowering brands to
find their loyal customers in their audience and deliver in real time a much more
personal communication, highly relevant to each customers' moment and actions. An
important consideration today while deciding on a strategy is that the digital tools
have democratized the promotional landscape.
3. Remarketing: Remarketing plays a major role in digital marketing. This tactic allows
marketers to publish targeted ads in front of an interest category or a defined
audience, generally called searchers in web speak, they have either searched for
particular products or services or visited a website for some purpose.
4. Game advertising: Game ads are advertisements that exist within computer or video
games. One of the most common examples of in-game advertising is billboards
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appearing in sports games. In-game ads also might appear as brand-name products
like guns, cars, or clothing that exist as gaming status symbols.
The new digital era has enabled brands to selectively target their customers that may
potentially be interested in their brand or based on previous browsing interests. Businesses
can now use social media to select the age range, location, gender and interests of whom they
would like their targeted post to be seen by. Furthermore, based on a customer's recent search
history they can be ‘followed’ on the internet so they see advertisements from similar brands,
products and services, This allows businesses to target the specific customers that they know
and feel will most benefit from their product or service, something that had limited
capabilities up until the digital era.
Ways to further increase the effectiveness of digital marketing
A strategy that is linked into the effectiveness of digital marketing is content marketing.
Content marketing can be briefly described as "delivering the content that your audience is
seeking in the places that they are searching for it”. It is found that content marketing is
highly present in digital marketing and becomes highly successful when content marketing is
involved. This is due to content marketing making your brand more relevant to the target
consumers, as well as more visible to the target consumer. Marketers also find email an
effective strategy when it comes to digital marketing as it is another way to build a long term
relationship with the consumer. Listed below are some aspects that need to be considered to
have an effective digital media campaign and aspects that help create an effective email
system.
Interesting mail titles differentiate one advertisement from the other. This separates
advertisements from the clutter. Differentiation is one factor that can make an advertisement
successful in digital marketing because consumers are drawn to it and are more likely to view
the advertisement.
1. Establishment of customer exclusivity: A list of customers and customer's details

should be kept on a database for follow up and selected customers can be sent
selected offers and promotions of deals related to the customer's previous buyer
behavior. This is effective in digital marketing as it allows organizations to build up
loyalty over email.
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2. Low Technical Requirements: In order to get the full use out of digital marketing it is
useful to make you advertising campaigns have low technical requirements. This
prevents some consumers not being able to understand or view the advertising
campaign.
3. Rewards: The lucrative offers would always help in making your digital campaign a
success. Give some reward in the end of the campaign. This would definitely invite
more engagement and word of mouth publicity
Ineffective forms of digital marketing
Digital marketing activity is still growing across the world according to the headline global
marketing index. Digital media continues to rapidly grow; while the marketing budgets are
expanding, traditional media is declining (World Economics, 2015).Digital media helps
brands reach consumers to engage with their product or service in a personalized way. Five
areas, which are outlined as current industry practices that are often ineffective are
prioritizing clicks, balancing search and display, understanding mobiles, targeting, view
ability, brand safety and invalid traffic, and cross-platform measurement (Whiteside,
2016).Why these practices are ineffective and some ways around making these aspects
effective are discussed surrounding the following points.
1. Prioritizing clicks: Prioritizing clicks refers to display click ads, although

advantageous by being ‘simple, fast and inexpensive’ rates for display ads in 2016 is
only 0.10 percent in the United States. This means one in a thousand click ads are
relevant therefore having little effect. This displays that marketing companies should
not just use click ads to evaluate the effectiveness of display advertisements
(Whiteside, 2016).
2. Balancing search and display: Balancing search and display for digital display ads are
important; marketers tend to look at the last search and attribute all of the
effectiveness to this. This then disregards other marketing efforts, which establish
brand value within the consumers mind. ComScore determined through drawing on
data online, produced by over one hundred multichannel retailers that digital display
marketing poses strengths when compared with or positioned alongside, paid search
(Whiteside, 2016).
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This is why it is advised that when someone clicks on a display ad the company opens a
landing page, not its home page. A landing page typically has something to draw the
customer in to search beyond this page. Things such as free offers that the consumer can
obtain through giving the company contact information so that they can use retargeting
communication strategies (Square2Marketing, 2012). Commonly marketers see increased
sales among people exposed to a search ad. But the fact of how many people you can reach
with a display campaign compared to a search campaign should be considered. Multichannel
retailers have an increased reach if the display is considered in synergy with search
campaigns. Overall both search and display aspects are valued as display campaigns build
awareness for the brand so that more people are likely to click on these digital ads when
running a search campaign (Whiteside, 2016).
Measuring the Effectiveness of Digital Marketing Campaigns
Although the ultimate criteria to evaluate any business initiative should be its return on
investment or any other financial metrics in general, the evaluation criteria and metrics for
the digital marketing campaigns can be discussed in more details.
The criteria and metrics can be classified according to its type and time span. Regarding the
type, we can either evaluate these campaigns "Quantitatively" or "Qualitatively". Quantitative
metrics may include "Sales Volume" and "Revenue Increase/Decrease". While qualitative
metrics may include the enhanced "Brand awareness, image and health" as well as the
"relationship with the customers".Shifting the focus to the time span, we may need to
measure some "Interim Metrics", which give us some insight during the journey itself, as well
as we need to measure some "Final Metrics" at the end of the journey to inform use if the
overall initiative was successful or not. As an example, most of social media metrics and
indicators such as likes, shares and engagement comments may be classified as interim
metrics while the final increase/decrease in sales volume is clearly from the final category.
The correlation between these categories should exist. Otherwise, a disappointing results may
happen at the end in – spite of the illusion of success perceived early during the project.
Digital Marketing Strategy
 Planning Digital marketing system
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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, Scan able 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 customized 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 analyses 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.
labor, time etc. By summarizing the purchase journey, they can also recognize 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
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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.
1.2 THEORETICAL BACKGROUND
Online Commerce
E-commerce enables consumers to purchase products and services online using Internet
technologies and associated infrastructure (Olson & Olson, 2000). Online shopping habits
differ from the traditional consumer behavior due to some notable differences, such as the
distant and impersonal nature of the online environment, the ease with which data can be
collected, processed and used by multiple parties, and the newness of the transaction medium
(Pavlou & Chai, 2002).Online shopping is the combination of information search and
purchase (Mathieson et al.,2001). Prior to purchasing a product or service, consumers search
for information and recommendations to assess and decide on its quality (Cheong &
Morrison, 2008).The use of e-commerce is related to how well the consumer feels web
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technology fits the task (Mathieson et al., 2001). The adoption of e-commerce will depend
primarily on the consumer’s behavioral intentions to engage in product purchases.
Motivations to Shop Online
Consumers shop for two motives, to meet experiential (fun) or goal-oriented (efficiency)
needs (Wolfinbarger & Gilly, 2001). Utilitarian or hedonic shopping purposes influence the
consumer purchasing behavior (Chitturi et al., 2008). For an experiential consumer the higher
playfulness, the more positive the mood, shopping satisfaction and likelihood of impulse
purchase (Hoffman & Novak, 1996). These consumers are characterized by longer average
time spent on sites, frequent visits and many pages being accessed (Wolfinbarger &
Gilly,2001). Goal-oriented consumers tend to be faced with time constraints and have goal-
oriented personalities (Wolfinbarger & Gilly, 2001). The attributes they value in online
shopping are convenience and accessibility, selection, availability of information and lack of
sociality, which result in feelings of freedom and control (Wolfinbarger & Gilly, 2001).
Focused mostly on the transaction, these customers are less likely to make an effort to switch
or look for lower price alternatives as long as they can find the choices and the information
that they want (Wolfinbarger & Gilly, 2001).Website performance depends on a “user’s
subjective evaluative judgment toward a particular website” (Huang, 2005, p.842). Hedonic
users tend to evaluate a website based on the degree of playfulness and pleasure of the online
experience (Jarvenpaa & Todd, 1997), while utilitarian users make their assessments based
on the “instrumental benefits from functional attributes” of the website (Huang, 2005,
p.842).
Single page and multiple page design
The upcoming trend in web design is to use single pages, instead of multiple subpages to
deliver content. Due to the novelty of this design trend, there is almost no information
available on this subject, to understand its impact on consumers. However, some experts have
argued that single page websites have higher conversion rates compared to larger, multipage
websites.
Single page websites are easier to navigate: there are straightforward, allow for continuous
scroll and more compatible with devices such as mobile. Mobile Commerce (m-commerce) is
becoming increasingly important for conducting business nowadays (Hung et al., 2003). As
mobile commerce (m-commerce) grows (Great speculation, 2015) the relevance of product
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page integrating all the necessary content may become extremely relevant for conversion. So
far, the disadvantages that have been identified on single pages are the possibilities of
information overload, since the scroll option allows for infinite information to be delivered.
Content Marketing
According to the Content Marketing Institute, “Content marketing is a marketing technique

of creating and distributing valuable, relevant and consistent content to attract and acquire a
clearly defined audience – with the objective of driving profitable customer action”. It seeks
to answer the questions, helping the consumers in the problem at hand and decision-making
process, rather than focusing on the brand or company (Templeman, 2015).
Content Marketing Tactics
Content can be present in a variety of formats including blogs, infographics, slide decks, case
studies, white papers, e-books, videos, quizzes, memes, and images, etc.
According to Content Marketing Institute’s North America Report 2014, B2C marketers are
increasing the number of tactics used each year. The most widely used content marketing
tactics by B2C companies were social media, articles on the company website, eNewsletters,
blogs, and videos. However, the tactics believe to be more effective are not those most widely
used by B2C marketers, for example, videos are believed to be more effective than social
media but marketers use this tactic less. This information is detailed in Table 1.
B2C Content Effectiveness Ratings of Tactics

Content Tactic Marketing Usage Among B2C Users
Social Media 88% 63%
Articles on the Company Website 78% 58%
Newsletters 76% 73%
Blogs 72% 55%
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Videos 72% 65%
Table 1 B2C Content Marketing Usage (by tactic)
For the purpose of this study, the focus has been on User Generated Content (UGC), which
includes social media and consumer reviews, and Video, in tutorial form. These content tactic
are described in the following subsection.
Videos and Tutorials
Videos may be entertaining or educational, focusing on a specific topic related to the product
or service. This content tactic can range from tutorials, testimonials, presentations, vlogs,
case studies, etc. (Jefferson & Tanton, 2013). For the purpose of this study, the focus has
been on tutorials, which teach consumers something new in a way that is easy to understand,
using step-by-step instructions.
YouTube, the video-sharing website, is the second search platform after Google. Of all the
content that is included in Google’s general search listings, the video appears the most
frequently, accounting for 70% of the search results (Searchmetrics). Notably, video content
is more likely of putting a website on the first page of a search engine. It is predicted that by
2017, the video will account for 69% of all consumers Internet traffic (Cisco, 2014).
Internet users tend to spend, on average, 2 more minutes on websites when they contain
videos. Consumers are turning to video for demonstrations and product reviews when making
purchase decisions. It has been predicted that 64% of consumers are more likely to buy a
product after watching a video about it (Adeliestudioscom, 2015). Actually, more than 3 out
of 5 consumers will spend at least 2 minutes watching a video that educates them about a
product or service they are planning to purchase (Marketingcharts.com, 2012).
The video was the second most popular type of content used across channels and had the
largest increase of any content marketing action in 2012. As brands begin to use video in
their online content marketing strategies, some retailers have already experienced a 35%
increase in conversion when using this tactic to present their products (MarketingProfs &
Content Marketing Institute, 2013).
The data above seems to describe video as the ideal content marketing tactic or trend.
However, the relevance of a video is dependent on the audience that it is trying to reach and
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the actual quality and content of the video. It is not an appropriate medium for all targets.
Plus, the content must be of quality to the audience, as if it does not engage its target public it
will not be successful in conveying the desired message or achieving the expected results
(Trimble, 2015).
User-generated content
The Cambridge Dictionary describes Web 2.0 as “all internet features and websites that allow
users to create, change, and share internet content, such as information, pictures, etc.”. Web
applications that allow for user participation are known as Web 2.0. These applications are
mainly concerned with empowering s to create content, share this content and to make
connections with contents in a social network. One of the characteristics of Web 2.0 is user-
generated content (Sankar & Bouchard, 2009).
User-generated content refers to information and material that is produced and posted by
Internet users (Lanchester, 2006). User-generated content can be individually or
collaboratively produced, modified, shared and consumed (Kaplan & Haenlein, 2010). It has
many forms in social media, from Twitter tweets, Facebook posts, to consumer-produced
reviews and advertisements, etc. (Smith et al., 2012). Consumers particularly rely on UGC
for purchase decision-making (Riegner, 2007; MacKinnon, 2012).
UGC is possibly the most empowering element of an online community (Hangel &
Armstrong, 1997). It is personalized and users exercise greater control over its content
generation than the producers of the goods and services (Dickey & Lewis, 2011). Users trust
UGC more that producer-generated content (Cheong & Morrison, 2008; MacKinnon, 2012),
which is that created and shared by the brands, as they believe other users will share both
negative and positive product experiences with the intention of full disclosure and perceived
non-commercial interest, which makes them unbiased evaluators of a product’s or service’s
qualities.
Consumers produce UGC when sharing their experiences and views of products and services.
Electronic Word of mouth (eWOM) is created when consumers generate their own
information on the Internet. eWOM is “any positive or negative statement made by potential,
actual, or former customers about a product or company, which is made available to a
multitude of people and institutions via the Internet” (Hennig-Thurau et al., 2004, p.39). It
consists of emails, forums, reviews, social networks, chats and blogs (Hennig-Thurau et
[Author] 17
al.,2004). It is considered to be a persuasive form of information since it is perceived as

highly credible and trustworthy (Godes & Mayzlin, 2004). Whether positive or negative,
eWOM has a large influence on consumer behavior (Chevalier & Mayzlin, 2006), forming
consumers’ purchase intention (Zhang & Tran, 2009), and affecting purchase behavior
(Reigner, 2007).
Social Media
Social media is a “group of Internet-based applications that build on the ideological and
technological foundations of Web 2.0, which allows the creation and exchange for UGC”
(Kaplan & Haelnein, 2010, p.61). The content generated by social media users is generally
defined as UGC or consumer-generated media (CGM) (Xiang & Gretzel, 2010). Social media
includes various “new sources of online information that are created, initiated, circulated and
used by consumers intent on educating each other about products, brands, services,
personalities and issues” (Blackshaw & Nazzaro, 2004, p.2). Users of social media activities
are not only consumers but also contributors and producers of such content (Arrigara &
Levina, 2008). Social media has become an important source of content for all market
participants. It is currently one of the most important and most reliable sources of information
for consumers and enterprises (World Internet Project, 2013).
Approximately half of the modern social media users will search for UGC before making a
purchase decision. Many consumers prefer to make purchase decisions based on the
comments and recommendations made by others on social media (Harris & Rae, 2009). After
recommendations of friends and family, consumer reviews in social media are the second
most trusted resource of brand information (Nielsen, 2012). Before making a purchase, 81%
of consumers seek advice from social sites and 74% of those receiving such advice found it to
be influential in deciding to purchase (Wegert, 2010).
Additionally, many users share the same information about a product or service on this
medium this augments the credibility and usefulness of that information (Mir &
Zaheer,2012). Product information embedded in UGC gains credibility and usefulness when
supported by multiple sources (O’Reilly & Marx, 2011). So, ratings and recommendations by
others help an individual user assess the credibility of the UGC on social media (Flanagin et
al., 2011)
Customer Reviews
[Author] 18
Consumers publicize their personal evaluations of a product or service performance through

consumer reviews (Chen et al, 2003). eWOM plays a significant role in influencing purchase
behavior. In fact, consumer reviews are more relevant for this task than expert reviews.
People will write positive or negative reviews depending on the psychological incentive.
When spreading positive WOM, one perceives gains of social approval or self-approval by
demonstrating their great purchase decision or by engaging in altruistic behavior by sharing
expertise. A customer who shares negative customer reviews is usually one seeking
vengeance. Products that can easily evoke an emotional response will garner more posting
than less inspiring products. Likewise, products of very high or low quality, or price, will
have achieved more postings than average price and quality products. The higher the number
of postings the more accurate the overall rating, so consumers will find those to be more
reliable (Chen et al., 2003).
More than 70% of consumers will consult reviews and ratings prior to a purchase, and agree
that reviews make them more comfortable that they are being the right product or service.
Moreover, 63% of consumers are more likely to buy from a site if it contains product
reviews.
Quality of Content
Online shopping differs from traditional shopping in numerous ways, such as the inability to
physically examine product quality before purchase (Jarvenpaa & Todd, 1997). The digital
customer must, therefore, rely on the quality of the information available to them online to
infer on the quality of the product they are looking to purchase, prior to making the online
transaction. Information quality refers to a consumer’s perception of the quality of the
information presented on a website. Quality consists of two dimensions: usefulness of content
and completeness of the information (Ko & Hur, 2005; Yang et al., 2005). Usefulness refers
to the relevance, accuracy, benefit, and timeliness of the information provided. A consumer’s
perceptions of the usefulness of an informational environment are strongly related to the
quality of the information (Kellers et al., 2013). Completeness refers to whether the
information is perceived to be comprehensive and complete (Liu et al., 2000).
Delone and McLean’s Information Systems Success Model measures website quality on three
dimensions: systems quality, information quality, and service quality. Systems quality refers
to the technical level characteristics of the e-commerce system; information quality to the
[Author] 19
semantic level elements of e-commerce, providing the content on the desired product
attributes; and, service quality is the overall support that is provided by the company to its
customers on the website (Shannan & Weaver, 1949). More importantly, a system that does
not meet the user’s need for information is unlikely to be used (Alshibly, 2014), as
information is more relevant than systems quality (Wang et al., 2009) and empirical findings
suggest that information quality positively influences user satisfaction (Negash et al., 2003).
It has been found that satisfaction and attitudes towards a website increase when the user
perceives quality information delivery (Filo et al., 2009). The content of sufficiently high-
quality information is of particular interest to the user, as even the most beautiful and well-
designed website may not be satisfying to the user unless it contains information of interest
(Caruana,2002). As the quality of a website’s design positively affects user purchase
decisions (Liang & Lai, 2002), consumers with positive service quality evaluations are more
likely to purchase a product in a given shopping environment (Laroche et al., 2005). Also,
companies increase the chances of landing within the top search results when they provide
high-quality, relevant content to users. Thus, effectiveness and success of a website lie on
how consumers perceive the value and quality of interactions and services (Zhang &
Prybutok, 2005).
Quantity of Content
Information quantity refers to the number of items or attributes used in describing an

alternative (e.g. brand, product) (Summers, 1974; Wilkie, 1974). Processing additional
information has both costs and benefits. Information overload has favorable effects on
consumer satisfaction levels and helps consumers feel less confused about selection;
nevertheless, too much information contributes to reduced quality of consumer purchase
decision (Jacoby et al., 1974). It becomes increasingly difficult for consumers to identify
items that are truly relevant when there is an increase in information, resulting in higher
search costs for the consumer (Klapp, 1986). However, the level of consumer satisfaction
increases proportionately with the abundance of information, even if it is observed that there
is a loss of efficiency in the decision-making process (Jacoby et al., 1974).
Information overload arises when there is an incremental decrease in decision effectiveness

due to additional information quantity (Kellers et al., 2013). The effectiveness of a
consumer ’s decision first increases and then decreases, as the number of information
[Author] 20
increases. A consumer’s confidence in their purchase choice is dependent on the average

quality and quantity level of the previous information provided. Kellers and Staelin (2013)
claim that quality must accompany quantity, as increases in quantity, holding quality fixed,
result in decreases in confidence.
When exposed to a certain level of information, consumers appreciate companies that try to
facilitate information processing through the use of interactive tools (i.e. use of alternative
content marketing tactics). As the amount of information displayed on a webpage increase,
customization helps and improves users’ attitudes. Customization consists in limiting the
exposure to too much information, offering a quantity and quality of information that meets
the individual needs and preferences of consumers (Peppers & Rogers, 1993; Wind &
Rangaswamy, 2001). For companies, this makes it possible for them to improve the quality of
information required by customers and hence present products that correspond to the
consumer’s specific needs (Peppers et al., 1999; Freund, 2003). For consumers,
customization allows them to process only the data that is relevant to their personal needs
without feeling overexposed to data. Customizing content becomes increasingly stimulating
in an interactive environment where the quantity of information might be overwhelming
(Wood & Solomon,2010). Websites with personalized information are able to reduce the cost
of information searches to potential customers considerably (Ray, 2003) and customers are
able to make more enlightened decisions (Huang, 2000).
Attitudes
Attitudes are a “summary construct that represents an individual’s overall feelings toward or
evaluation of an object” (Belch & Belch, 2003, p.117). Attitudes are composed of three
dimensions: cognitive, affective and behavioral intent. Attitude has been proposed to
influence behavioral intentions (Davis, 1989), which are followed by actual behavior
(Scheffold et al., 2001).
In marketing, analyzing attitudes is relevant for they are useful in predicting consumer
behavior (Spears & Singh, 2004). In theory, attitudes comprise a consumer’s evaluation,
feelings and behavioral tendencies towards a product, brand or company.
Combined with actual behavior, these two dimensions constitute the concept of Loyalty. In
the online context, e-loyalty is the building of a loyal visitor base to an e-commerce website.
In the Internet context, attitude is an overall evaluation of the transaction activities with a web
[Author] 21
retailer. A favorable attitude is expected to reduce barriers to the adoption of e-commerce and
facilitate online transaction intentions and actual transaction (Pavlou et al., 2002).
The perceived value of the content affects the consumer attitude toward it (Daugherty et
al.,2008). The content marketing tactic chosen becomes relevant since the message source
that consumers perceive as most credible will have a strong positive impact on their attitude
towards the message (Friedman & Friedman, 1979).
Purchase Intentions
Intention to purchase is the likelihood that a potential customer will purchase from an e-
commerce website for the first time, and intention of continued purchase is the likelihood that
the online shopper will return to the website and purchase again in the future (Davis, 1998). It
can also be defined as a consumer’s aim to engage in an electronic exchange relationship
with a web retailer, such as sharing information, maintaining a relationship and
conducting transactions (Zwass, 1998). Purchase intention is a step in the decision-making
process where a shopper studies the reasons to buy a particular product (Shah et al., 2012). At
this key point, consumers access and evaluate the specific product, to determine whether to
purchase and in what conditions.
A consumer’s “buying decisions are influenced by perceptions, motivations, learning,

attitudes and beliefs” (Lamb et al., p.91). Consumers are affected by internal and external
motivations during the buying process. Creating valuable products and having the desired
brand image are the basic requirements of a customer’s behavior intentions (Herrmann et
al.,2006). Purchase intentions may vary under the influence of perceived quality and value
(Gogoi, 2013). Product quality is a key factor for purchase intention, as a product of better
quality makes consumers more inclined to purchase it (Chi et al., 2008). Many customers,
who search websites with the intention to purchase, subsequently abandon their purchase due
to the low quality of the websites (Forrester Research, 1999; Boston Consulting Group 2000).
Since a company’s e-commerce website is representative of the company’s online presence,
low website quality will reflect poorly on the company, undermining customer intention to
make purchases or return to the website (Nielsen, 2000).
Another external motivation that online shoppers have rated as an important factor in e-
commerce, is website design (Reibstein, 2000). Studies have proven the relationship between
online shopping activity and website features to be significant. Website design features are
[Author] 22
important and influential aspects that develop a consumer’s satisfaction and dissatisfaction
(Zhang & Dran, 2002), and may be considered as a motivational factor, producing positive or
negative feelings towards a website (Zhang et al., 1999). Since the higher the website quality,
the higher the consumer’s intent to shop online, a website of quality design can drive the
customer to a successful transaction and attract them to visit the website again (Li &
Zhang,2002).
Consumer’s satisfaction with an e-commerce platform determines their likelihood to engage

in an online transaction. Satisfaction will differ will with the level of online experience of a
consumer since individual consumers evaluate costs and benefits of e-purchases differently
(Schaupp & Bélanger, 2005). Therefore, a digital store is considered successful when its
users are satisfied with it (Zhang & Dran, 2002). As, intention to return and purchase is
affected by past purchase experience (Fishbein & Ajzen, 1975); for repeat transactions
online, customers must be satisfied with the shopping experience (Schaupp & Bélanger,
2005)
1.3 IMPORTANCE OF THE TOPIC
How to create engaging and valuable content for consumers (Stelzner, 2013), or how it may
impact attitudes and intentions remains a question (Park & Kim, 2014). Content marketing is
a growing trend that most brands utilize in all-digital channels, but are not aware of how to do
it effectively. For the specificity of digital commerce, the aim is to test different types of
content format in the context of commercial websites. In order to test this, a quantitative
study will be developed, for which a model of a commercial website will be created, for
testing different content formats.
It is important to understand consumer decisions regarding the use of online shopping and
what drives their intentions to purchase online. To develop a better understanding of what
drives a consumer’s intentions to purchase online, models drawing on the theory of
behavioral intent model technology acceptance model the base of the presented research. It is
important to understand how content marketing can play a role in shaping online behavioral
intent, eventually leading to higher rates of customer conversion and retention. By
developing an understanding of this matter, marketers should be able to develop an effective
website for consumers and increase companies’ ROI.
1.4 NEED OF THE STUDY
[Author] 23
Throughout 2015, Google introduced the concept of micro-moments, times when people
intend to learn, discover, do, watch or buy something online, and expect brands to
immediately deliver content to help make decisions and shape preferences. The purpose of
the research to be carried in this thesis is to learn how to leverage on “micro-moments”, by
investigating how the intersection of content marketing and website commerce affects
attitudes and behavioral intent.
The aim is to suggest the mix of content marketing tactics and content complexity that will
offer the most positive attitude formation and highest intention to purchase.
Hence, through this research the following question should be answered:
In a commercial website, what is the impact of content marketing, notably VT and UGC on
consumer attitudes and purchase intentions and how it interacts with content complexity?
In order to understand the importance of content marketing on digital commerce, one must
first analyze what motivates a consumer to use a website, in this case, an online store. Good
website usability will sustain a customer’s motivation to continue navigating the website,
enhancing customer experience and thus customer satisfaction (Alshibly, 2014).
[Author] 24
Chapter 2
Review of Literature
and Research Design
[Author] 25
2.1 REVIEW OF LITERATURE & RESEARCH GAP
Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and

online retailers with a more effective medium to perform online transactions through
commercial websites. Although consumers have realized that the benefits of online shopping;
such as time-saving, minimizing effort, convenience, broader selection, and wider access to
information, they are still greatly unwilling to shop online.
Through Inbound marketing, marketers have been able to get potential customers into the
commercial website, by focusing on the brand development and Search Engine Optimization
activities. According to HubSpot, the creator of the concept, inbound marketing focuses on
creating quality content that pulls people toward the company and product, without utilizing
paid marketing activities, by aligning the content published with the customer’s interests,
attracting inbound traffic that can then convert, close, and delight over time. While inbound
marketing gets potential customers into the website, content marketing makes them stay on
the website by engaging with customers at every stage of the buying process. “Content
marketing is a marketing technique of creating and distributing valuable, relevant and
consistent content to attract and acquire a clearly defined audience – with the objective of
driving profitable customer action” (Content Marketing Institute).
[Author] 26
Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented
(efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content
marketing seeks to focus on consumers need for information and entertainment, instead of
focusing on the brand. Thus, it is expected that the type of content format will have different
effects on the attitudes and purchase intention on the online shopper, depending on the online
shopping purpose. Concretely, a goal-oriented shopper should find user-generated content
(UGC) to be more valuable content formats, since they decrease the amount of search effort.
While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a
consumer looking to spend time and being entertained through online shopping.
In this thesis the emphasis is on content, increasing the importance of the way an offering is
presented, introduced and demonstrated on the commercial website. The uses of content
marketing include increasing brand recognition, trust, authority, credibility, loyalty, and
authenticity. Furthermore, it can improve search engine optimization, if providing relevant
content (Lieb, 2011). The most important factors are high quality and credibility of the
content, as well as the fit with target customers, brand and the media environment used
(Baetzgen & Tropp, 2013).
How to create engaging and valuable content for consumers (Stelzner, 2013), or how it may
impact attitudes and intentions remains a question (Park & Kim, 2014). Content marketing is
a growing trend that most brands utilize in all-digital channels, but are not aware of how to do
it effectively. For the specificity of digital commerce, the aim is to test different types of
content format in the context of commercial websites. In order to test this, a quantitative
study will be developed, for which a model of a commercial website will be created, for
testing different content formats.
It is important to understand consumer decisions regarding the use of online shopping and
what drives their intentions to purchase online. To develop a better understanding of what
drives a consumer’s intentions to purchase online, models drawing on the theory of
behavioral intent model technology acceptance model the base of the presented research. It is
important to understand how content marketing can play a role in shaping online behavioral
intent, eventually leading to higher rates of customer conversion and retention. By
developing an understanding of this matter, marketers should be able to develop an effective
website for consumers and increase companies’ ROI.
[Author] 27
2.2 STATEMENT OF THE PROBLEM
According to Content Marketing Institute’s 2014 statistics, 90% of B2C and 93% of B2B
used content marketing, and 67% and 73%, respectively, had employed people for overseeing
the content marketing strategy. These numbers are expected to grow continuously. However,
only one-third of content marketing users found it effective (Pulizzi, 2013). So far, there is
very little knowledge of the effects of content marketing on attitudes and purchase intentions.
The existing body of literature on content marketing is focused mainly on social media and
social networks but not on commercial websites. Commercial websites seek to provide useful
product information to attract potential online shoppers (Totty, 2001), but do they know what
information is of value to the consumer and how to present that information? Given the lack
of research on the subject, it seems that there is very little knowledge on how to construct
online stores to overcome the problems that have followed from the proliferation of e-
commerce, resulting in many websites, offering similar information (Lin, 2007), and
intangibility. As there is no tangible product, customers are left unable to distinguish between
sellers of high or low quality (Negash et al., 2003).
Many researchers (Cheong & Morrison, 2008; Zeng et al., 2009) have attempted to assess the
different aspects, uses, and impacts of social media but mostly focused on social networking
and virtual communities. There is still no information concerning what makes content
marketing effective, or how to use it on commercial websites.
2.3 SCOPE OF THE STUDY
This study aims to be a useful tool for managers and marketers, who use Content Marketing
in the content of online commercial product pages. Its aim is to understand how to use
content marketing to drive conversion, by understanding consumer attitudes and purchase
intention towards content. An in-depth study of existing theories and exploratory primary
research was developed in other to attain these objectives.
The exploratory research was characterized by a survey experiment with online consumers.
Participants were exposed to stimuli of content marketing tested according to their attitudes
and purchase intention. The focus was to understand the impact of two different content
marketing tactics—User-generated content and Videos & Tutorials—on attitudes and
purchase intentions and how they interact with content complexity.
[Author] 28
The results indicate that content marketing in commercial product pages is relevant in driving
consumer attitudes and purchase intentions. Consumers are not motivated by a specific
content marketing tactic, unless that content has a certain level of complexity. In that case,
User-Generated Content becomes a relevant tactic in product pages, however VT is not.
2.4 OBJECTIVES OF THE STUDY
The setting of the objective is the corner stone of a systematic study. The study will be
fruitful one when the basis laid down is a concrete one they represent the desired solution to
the problem and help in proper utilization of opportunities.
 To gauge the awareness about the Content Marketing

 To find out the business 's perception of Digital Marketing
 To analyze the attitudes of people toward Digital Marketing
 To identify the problems that Content Marketing are face in India
2.5 SAMPLING
Survey method:
A Survey is a complete operation, which requires some technical knowledge Survey methods
are mostly personal in character. Surveys are best suited for getting primary data. The
research obtains information thru sampling
It is not always necessary to collect data from the whole universe. A small representative
sample may serve the purpose. A sample means a small group taken in a large lot. This small
group took in a large lot. This small group should be emanative cross section and really
“representative” in character. This selection process in calls sampling.
Sample size:
Samples are devices for learning about large masses by observing a few individuals.
Sample Description:
Sample size: 100
Sampling unit: Clients
Sampling Elements: Pan India
[Author] 29
Sampling type: Non-Probability Sampling, the selection of samples will be on convenient

elements.
Sampling method: Convenience sampling method, as the sample consisted of Clients of One
Native Advertising
Method: I analyzed the results by making Pie charts and Bar graphs for all questions
Methods of Sampling
Random sample method: The method adopted here is random sampling method. A Random
sample is one where each item in the universe has as an equal chance of known opportunity
of being selected.
2.7 TOOLS FOR DATA COLLECTION
Questionnaire:
A questionnaire is a carefully complied logical sequence of questr5ions directed to a define

objective. It is the outline of what information is required and the framework on which the
data is built upon. Questionnaire is commonly used in securing marker information that its
preparation deserves utmost skill and care.
Questionnaire Design Development:
While developing the questionnaire, I focused mainly on questions that showed the
customers with respect to awareness Content Marketing and its impact on Digital
Marketing.
Nature of the Questionnaire
The types of questions asked are dichotomous questions, multiple choice questions & open-
ended questions.
Customer Awareness Surveys
Surveys and questionnaires are the most common marketing research methods. Typically,
they are used to:
[Author] 30
1. Assess the level of customer satisfaction with a particular product, service or

experience
2. Identify factors that contribute to customer satisfaction and dissatisfaction;
3. Determine the current status or situation of a product or service;
4. Compare and rank providers;
5. Estimate the distribution of characteristics in a potential customer population; or
6. Help establish customer service standards.
Collection of data:
One of the important tools for conduction market research is that availability of necessary and
useful data. Date collection is more of an art than a science. The methods of marketing
research are in a way the methods of data collection. The sources of information fall under
two categories.
1. Internal sources:
Every company has to keep certain records such as accounts, reports etc. these records
provide sample information which an organization usually keeps collection in its working.
2. External sources:
When internal records are insufficient and required information is not available, the
organization will have to depend on external sources. Of data are.
Primary data:
The data collected for a purpose in original and for the first time is known as primary data.
The researches collect this data to study a particular problem. Here the primary data is data
collected through questionnaire by directly meeting the customers
Secondary Data:
The data, which is collected from the published sources i.e. not originally collected of the
first time is called secondary data. Here the secondary data is data collected from the
company’s brochures, pamphlets, catalogs and the website
[Author] 31
2.8 LIMITATIONS OF STUDY
1. The data was collected limited to only India

2. The result cannot ensure 100% generalization.
3. Certain information may not be disclosed by the companies, hence a limitation.
4. All the respondents are not from Digital Marketing Field background.
Chapter 3
Organizational
Profile
[Author] 32
ABOUT THE COMPANY:

One Native Advertising
56,4th Main Rd, Stage 2, Domlur,
Bengaluru, Karnataka 560008
History:
SMX Ventures was founded on 2007 by Satish Gurnani, Harish Patil and Deepak Karnani.
Head Office of One Native is situated in Mumbai. But in June 2017, Content Marketing arm
split from its parent company to be restructured into a new entity One Native Advertising.
Currently it has three agency Office In Mumbai and Bangalore.
One Native Ads is an integrated native ads platform, that enables brands & digital media
agencies run their native ads campaign at scale, via a single interface. Currently a managed
service, One Native Ads brings in accountability & transparency for Native buys by giving
our clients the power of choice via a multi-platform approach.
Integrated with key platforms like Outbrain, Taboola, MGID, Revcontent & Google (Native)
amongst others, One Native Ads enables clients to switch & scale their campaigns on
platforms that are delivering well at the given moment vs a perception led buy.
Staff
[Author] 33
A team of experienced campaign managers ensures that the clients can focus on their core
competencies, without worrying about campaign performance. They look for the personality,
understanding and communication level, willingness to learn, qualification, past experience if
any and pay scale. The staffs are involved in all required meetings and activities.
Clients:
Amazon Prime Video, Samsung, Tourism Australia, Suzuki, Toyota & DSP Blackrock
[Author] 34
Structure
CEO
Digital Media
Accounts HRM
Marketing Sales
Mumbai Banglore Chief HR

Assistant Accountant Manager
Team Team Manager
Senior
Manager Manager
Executive
Ops Team Ops Team

Executive
1 2
Figure 3.1
SWOT Analysis
1. Strength
 One Native Advertising is backed by a committed team of employees, talent and
expertise in multiple areas, which is the key for timely deliverables.
 Experienced and vibrant professionals driven by knowledge-centric client servicing
practices.
 One Native Advertising is one of the growing management consultancy firm in India.
 Has the necessary Infrastructure & Team to handle larger assignments.
2. Weakness
 Reach is limited to India.
 Media of advertisement is insufficient.
3. Opportunities
 Increase Digital Marketing can be a huge boon for One Natives Advertising’s
business.
 Venturing more into hiring talents can be done by One Natives Advertising.
 Providing more complex services to the ever increasing demands of the industry
4. Threats
 Competitors increasing their business volume can adversely affect One Native
Advertising’s business.
 Acquiring & Retaining Good talent
 Low International Exposure
Management Team
DEEPAK KARNANI
HARISH PATIL
He is one of the 3 founding
He is currently the Director & CEO
directors at One Native Advertising
at One Native Advertising Pvt Ltd.
Pvt Ltd. He also leads the business
Harish has a diverse experience
development & overall strategy for
spanning digital media, television
One Native Ads, along with a team
& radio. Apart from One Native
of 20 young professionals across
Advertising, Harish also runs a
India. He has over 15 years of
successful TV channel – Houseful
experience in the media space.
TV, a teleshopping network & also
Deepak is passionate about
helms an upcoming broadband
building businesses & believes in
venture – Spark Telecom.
having equally passionate
individuals in his team
Chapter 4
Data Analysis and

Analysis &
Interpretation
4.1 DATA ANALYSIS
The data gathered analyses consumer attitudes, purchase intentions and motivation to shop in
online stores, under the influence of content marketing. Content marketing is here divided
into three subcategories: commercial website design (i.e. single or multiple page), content
tactics (UGC, VT or both) and content complexity (perceived quality, quantity, usefulness
and ease of use of content). As several questions in the survey tested each of these variables,
they were combined in order to facilitate the analysis of the data. The description of how
these questions were organized into content categories is described in the subsections below,
when drawing a conclusion from this research.
After the data was collected and extracted from the survey software, it was input into SPSS.
The data was then cleaned: deleting invalid responses, which included incomplete
questionnaires, or editing data when there was a clear case of misinterpretation or lack of
attention. For missing entries, the fields were left blank.
This study focuses on testing the effects of several stimuli on the same set of dependent
variables. The analysis of these results involves mainly comparing mean values and analyzing
variances. In order to test the hypotheses and identify interactions between the dependent and
independent variables, the following tests have been used: Descriptive Statistical tools like
mean & median for statistical tests was used. To ensure that the statistical methods to be used
were appropriate for this dataset, some assumptions were verified. The data was checked for
outliers in SPSS, but no extreme values were found. Since both mean & median are quite
robust, meaning that they are capable of producing valid results it was decided that these
statistical methods would still be acceptable for the analysis of data.
SAMPLE POPULATION
The Makeup of the Sample Population for this study

Data Analysis
Gender Frequency Percent Cumulative Percent
Female 27 27 27
Male 73 73 100
Total 100 100
Table 4.1
27%
Female
Male
73%
Figure 4.1
Age group Frequency Percent Valid Percent Cumulative Percent
20-25 39 39 39 39
26-30 43 43 43 82
>40 18 18 18 100
Total 100 100 100
Table 4.2
50
45
40
35
30
25
Frequency
20
15
10
0
20-25 26-30 >40
Figure 4.2
Data Analysis
The above table shows respondents population makeup that I choose for my survey. For my
survey I select population of 100 respondents and out of that majority was 73 men of the age
group 26 - 30 years old.
Interpretation
Majority of the respondents of the survey was young men from the age group of 25-30 years
Q1.Choose one website style you like?

Web Design 1
Web Design 2
Web Design 3
Web Design 4
Data Analysis
Website style Frequency Percent Cumulative Percent
Website Style1 26 26 26
Website Style 2 13 13 39
Total 100 100
Table 4. 3
Website Style1
Website Style 2
Website Style 3
Website Style 4
Figure 4.3
Analysis
The above table shows that out of 100 respondents 51% agreed that Website Design 4 is the
best looking.
Interpretation
The majority of respondents opinioned that a website design which is combination of Visual
Tactics like Product photography and User Generated content is more pleasing and more
engaging.
Q2 On a scale of 1 to 5, how much did you like this website style you have chosen?
Data Analysis
Web Stlyle Cumulative
Fondness Frequency Percent Valid Percent Percent
Very Bad 4 4 4 4
Bad 4 4 4 8
Neutral 4 4 4 12
Good 37 37 37 49
Very Good 51 51 51 100
Total 100 100 100
Table 4.4
Very Bad
Bad
Neutral
Good
Very Good
Figure 4.4
Analysis
The above table and graph shows the opinion of respondents regarding the fondness of the
website Style they have chosen.
Interpretation
For this all 100 respondents opinioned; they are seem to like the web design and structuring
very much
Q3.How valuable does this website look to you?
Data Analysis
Cumulative
Worth Frequency Percent Valid Percent Percent
Inexpensive 3 3 3 3
Cheap 3 3 3 6
Reasonable 13 13 13 19
Expensive 48 48 48 67
Very Expensive 33 33 33 100
Total 100 100 100
Table 4.5
Inexpensive
Cheap
Reasonable
Expensive
Very Expensive
Figure 4.5
Analysis
The above table shows that opinion of respondents regarding worth of the web style design.
For this 81 respondents feels that they the web design looks and feel premium and remaining
19 opinioned there is no such feeling
Interpretation
Majority of them feel that the web design looks and feels premium
Q4 “Having different types of content formats (product information, videos & tutorials,
social media and reviews) on the product page is...”
Data Analysis
Content formats product Valid Cumulative

Information Frequency Percent Percent Percent
Convenient 28 28 28 28
Useful 20 20 20 48
Relevant 27 27 27 75
Easier to shop 25 25 25 100
Total 100 100 100
Table 4.6
30
25
20
15
Frequency
10
0
Convenient Useful Relevant Easier to shop
Content Formats Product Information
Figure 4.6
Analysis
The above table shows opinion of respondents regarding Content Information provided in the
web Design. For this 28 feels that web design provide all the necessary information
conveniently and remaining 72 opinioned that they feel it makes it easier to shop for more.
Interpretation
Majority of them think that content marketing makes websites more convenient and easier to
shop
Q5 “Having the following content on the product page makes my shopping

experience...”
Data Analysis
Difficulty Basic Information User generated content Visual Content
Very Difficult 0 0 0
Difficult 0 0 0
Moderate Difficulty 65 10 0
Easier 35 45 35
Somewhat Easier 0 45 65
Total 100 100 100
Table 4.7
70
60
50
40
30 Basic Information
User generated content
20 Visual Content
10
0
Very Difficult Difficult Moderate Easier Somewhat
Difficulty Easier
Difficulty
Figure 4.7
Analysis
The above table shows that opinion of respondents regarding difficulty of shopping with a
website with content Marketing 65% of them think Basic information is moderately difficult
to find. Other Visual Content and user generated content is very easy to find
Interpretation
Majority of them feel that content marketing makes shopping easier because provides User
generated Content as well as Visual Content .But most of them feel that basic Information of
the product is obscured by content marketing.
Q 6. Does this content make you more willing to shop online? (0 mean you are less
willing to buy the product online.)
Data Analysis
Level of Content Cumulative

Marketing Frequency Percent Valid Percent Percent
1 5 5 5 5
2 6 6 6 11
3 2 2 2 13
4 4 4 4 17
5 3 3 3 20
6 6 6 6 26
7 7 7 7 33
8 31 31 31 64
9 18 18 18 82
10 18 18 18 100
Total 100 100 100
Table 4.8
Level of marketing vs Frequency

35
30
25
20
Frequency
15
10
0
1 2 3 4 5 6 7 8 9 10
Content Marketing
Figure 4.8
Analysis
The above table shows that the frequency of shopping of respondents with respect to the level
content marketing that if there is more than 80% of content marketing in a page. The
frequency of shopping drops
Interpretation
It is seen that after certain level of content marketing the frequency of shopping decrease
Q7 “Having more content displayed makes I feel like...”

Data Analysis
I don't need to go to I consider

the physical store to I know the product purchasing a product
Shopping Content shop for it better from this website
Strongly Disagree 0 0 0
Disagree 0 0 0
Neither Agree nor
Disagree 8 60 43
Agree 51 1 8
Strongly Agree 41 39 49
Total 100 100 100
Table 4.9
70
60
50
40
I don't need to go to the physical

30 store to shop for it
I know the product better
20 I consider purchasing a product
from this website
10
0
Strongly Disagree Neither Agree Agree Strongly
Disagree nor Disagree Agree
Shopping Content
Figure 4.9
Analysis
The above table shows the opinion of respondents regarding the whether content marketing
has encourage them to shop more from a website .51% feel that they don’t need to go to
physical store and 49% would consider buying a product from an online store. But 60% of the
respondents are unsure whether they are getting the full information regarding the product or
not
Interpretation
For a majority of them feel that content marketing has enable them to know more about the
product and help them consider purchasing the product for a website removing their reliance
on a physical store.
Q8 “I think that the content on the product page was...”

Data Analysis
Displayed in a
readable and All the Overwhelmin
understandabl information Easy to g (i.e. too
LS Accurate e way I need find much)
Strongly Disagree 0 0 0 17 0
Disagree 0 0 0 7 0
Neither Agree nor
Disagree 7 60 13 12 59
Agree 25 0 33 6 0
Strongly Agree 68 40 54 58 41
Total 100 100 100 100 100
Table 4.10
120
100
80
60
40
20
Strongly Agree
0 Agree
Neither Agree nor Disagree
at
e ay ee
d d h)
r
ew fin uc Disagree
ccu bl In to m
A da on asy to
o Strongly Disagree
ta
n ati E e.
rs rm (i.
de fo in
g
un in
e le m
d th h
e an Al
l
rw
bl ve
ada O
e
ar
in
ed
play
s
Di
Figure 4.10
Analysis
has encourage them to shop . 68% of them feel that information provide to them is accurate,
but 60% of them do not know whether the information is displayed in the best possible
manner or not.54% of them think that content marketing has provide them with all the
information they need in easy to understand manner.
Interpretation
For a majority of them feel that content marketing has provide them with accurate
information which is displayed in a readable manner which provides all the information that
is required in a easy to find manner. And most of them agree that the information is not
overwhelming.
Q9 When shopping online…

Data Analysis
“I am less
“I am more motivate when I “I prefer to have
motivated when have to search for all the content on
more information information on the product
LS is given to me different pages" page.”
Strongly Disagree 0 56 0
Disagree 0 33 0
Neither Agree nor Disagree 10 11 0
Agree 31 0 72
Strongly Agree 59 0 28
Total 100 100 100
Table 4.11
120
100
80
60 “I prefer to have all the content

on the product page.”
“I am less motivate when I have to
40 search for information on
different pages
“I am more motivated when more
20 information is given to me
0
Strongly Disagree Neither Agree Strongly
Disagree Agree nor Agree
Disagree
LS
Figure 4.11
Analysis
has encourage them to shop more. 59 % of them feel that content marketing has more
motivated to shop when content marketing to provide all the information on the same page.
56% agree that less likely to shop when content marketing does not provide all the
information on the same page and they have browse thru different pages to get the
information they need
Interpretation
For a majority of them feel that content marketing has more motivated to shop when content
marketing to provide all the information on the same page. And most of them agree that less
likely to shop when content marketing does not provide all the information on the same page
and they have browse thru different pages to get the information they need.
Q 10. Please describe your usual shopping experience…
Data Analysis
Shopping Cumulative
experience Frequency Percent Valid Percent Percent
Check my
favorite site
regular 7 7 7 7
Find the best
price 12 12 12 19
Killing Time 9 9 9 28
Look for specific
products 28 28 28 56
Save time 16 16 16 72
Shop for
accomplishment 8 8 8 80
Shop for
enjoyment 20 20 20 100
Total 100 100 100
Table 4.12
Check my favorite site regular

Find the best price
Killing Time
Look for specific products
Save time
Shop for accomplishment
Shop for enjoyment
Figure 4.12
Analysis
has encourage them to shop more. 28% of them shop for Specific product and content
marketing help to obtain all the information that they are searching for.
Interpretation
For a majority of them shop for Specific product and content marketing help to obtain all the
information that they are searching for.
Q 11. “When I shop online I want…”

Data Analysis
Shop online I Cumulative
want Frequency Percent Valid Percent Percent
Unique online
experience 9 9 9 9
Browse sites
related to my
interests 11 11 11 20
Ease of use 22 22 22 42
Get-in-and-out
quickly 10 10 10 52
Not to waste time 32 32 32 84

Show me lots of
choices 16 16 16 100
Total 100 100 100
Table 4.13
Unique online experience

Browse sites related to my
interests
Ease of use
Get-in-and-out quickly
Not to waste time
Show me lots of choices
Figure 4.13
Analysis
has encourage them to shopping Experience. 32% of them prefer to ease of use of the web
design and prefer not to waste too much time.
Interpretation
For a majority of them prefer to ease of use of the web design and prefer not to waste too
much time.
Q12. Has content marketing impacted your Business?
Data Analysis
Frequency Percent Valid Percent Cumulative Percent

Yes 100 100 100 100
No 0 0 0
Total 100 100 100
Table 4.14
Figure 4.14
Analysis
made an impact in their business. All of them think that Content marketing has definitely
impacted their business
Interpretation
All of them think that Content marketing has definitely impacted their business
Q13. Do you think content marketing alone can meet your Digital Marketing
requirements?
Data Analysis
Content Cumulative
Marketing Frequency Percent Valid Percent Percent
Yes 41 41 41 41
No 59 59 59 100
Total 100 100 100
Table 4.15
41%
Yes
No
59%
Figure 4.15
Analysis
can handle all their marketing needs.59% of them think that Content marketing cannot alone
take care of their digital marketing requirements
Interpretation
For a majority of them think that Content marketing cannot alone take care of their digital
marketing requirements
Chapter 5
Summary of
Findings, Conclusions
and Suggestions
5.1 SUMMARY OF FINDINGS.
1. Most of them agreed that a website design that employs a combination of visual
tactics and user generated content is more pleasing and more engaging.
2. A Majority of them feels that they the web design looks and feel premium and
remaining Minority opinioned there is no such feeling
3. Most of them feels that web design provide all the necessary information conveniently
and remaining opinioned that they feel it makes it easier to shop for more.
4. A Majority of them feel that content Marketing makes shopping easier because
provides User generated Content as well as Visual Content .But most of them feel that
basic Information of the product is obscured by content marketing
5. It is seen that frequency of shopping of respondents with respect to the level content
marketing. It is seen that after certain level of content marketing the frequency of
shopping decrease
6. A majority of them feel that content marketing has enable them to know more about
the product and help them consider purchasing the product for a website removing
their reliance on a physical store.
7. A majority of them feel that content marketing has Provide them with accurate
information which is displayed in a readable manner which provides all the
information that is required in a easy to find manner. And most of the them agree that
the information is not overwhelming.
8. A majority of them feel that content marketing has more motivated to shop when
content marketing to provide all the information on the same page. And most of them
agree that less likely to shop when content marketing does not provide all the
information on the same page and they have browse thru different pages to get the
information they need.
9. A Majority of them shop for Specific product and content Marketing help to obtain all
the information that they are searching for.
10. A Majority of them prefer to ease of use of the web design and prefer not to waste too
much time.
11. All of them think that Content marketing has definitely impacted their business
12. Majority of them think that Content marketing cannot alone take care of their digital
marketing requirements
5.2 CONCLUSIONS
Different consumers are motivated by different stimulus, which define their perceptions,
attitudes and behavioral intentions. Therefore, it is important for web developers to begin by
trying to understand and evaluate how and why a visitor uses their website, in order to create
a website that fits the shopping process and task. Four-fifths to two-thirds of online
consumers are engaged in narrow, goal-oriented shopping, rather than looking for fun in their
online buying experience (Wolfinbarger & Gilly, 2001). Due to the needs for information and
entertainment, it is crucial that the purchase motivations of the target audience are identified,
before defining the content format and complexity that is relevant for its users.
Our findings have shown that in commercial product pages, the most efficient tactics are not
the same as in other contexts like UGC, including social media and reviews information,
maintains its relevance, but only this content has complexity. Including certain types of
content tactics is irrelevant unless the consumers find value in this content.
Good content marketing keep consumers interested on the product page by influencing
consumers’ attitudes and purchase intentions. The more time consumers spend surfing a
commercial website, the more they will tend to make purchases (Huang, 2000). Towards
achieving this goal, the major discovery of this study concerns content complexity. It was
found that content marketing tactics are not the determinants of a commercial page’s success;
it is the complexity of content that adds to a commercial page and makes it successful.
Influencing consumers through content depends on delivery quality and quantity of content
with high usefulness and easy to use. However, quantity and quality must be treated with
caution, as it has been postulated that one is inversely correlated to the other (Kellers et
al.,2013).
5.3 SUGGESTIONS
1. New research on content marketing is only slowly emerging. However, the unique
nature of content marketing in e-commerce websites calls for further research, as the
existing body of research for this area is very limited. The same occurs for content
marketing complexity, both for traditional content marketing as well as for content
marketing applied to online stores.
2. In consideration with the limited time and resources available for this study, the focus
has been limited to only two content marketing tactics, which were very lightly
detailed. It would be interesting to test more content marketing tactics in the context
of digital stores.
3. A short video tutorial of a product that is possibly of no interest to consumers is likely
to have different results on consumers than a product of interest. Also, more quantity
and detailed UGC might produce a different effect on consumers.
On that note, the results obtained would be more valid if real consumers could be tested in
interactions with real websites: using the actual content and engaging with a real brand.
Considering the limitation of this study in terms of the geographic demographics of the
respondents, and knowing that culture has an impact on consumer attitudes and intentions, it
is recommended for future research on the study at hand to be tested on consumers of
different cultures or countries. This additional data would be extremely relevant for
managerial purposes, to ensure international business applicability.
As the focus moves towards consumers rather than transactions, marketers must learn how to
use content marketing in commercial websites to improve the shopping experience and
augment the loyal customer base. Further research on content complexity and the design of
commercial webpages, in the terms of content marketing, becomes urgent.
As companies continue to use content marketing in their strategies, allocating an increased

proportion of their budgets to content marketing, the business’ bottom line becomes a
concern. The lack of research in this field has required companies to outsource their content
marketing efforts (Pulizzi 2013), as they lack the knowledge to develop it internally. Still, as
ecommerce is still lagging behind traditional commerce, it becomes increasingly important to
understand how to change the existing online stores to achieve conversion and website
efficiency.
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A Study on the effectiveness of Content Marketing and Its Importance in Digital

Marketing at One Native Advertising

1.1 INDUSTRY PROFILE

The development of digital marketing is inseparable from technology development. One of

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

New non-linear marketing approach

The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to

Use in the digital era

Latest developments and strategies

To summarize, Pull digital marketing is characterized by consumers actively seeking

1. Collaborative Environment: A collaborative environment can be set up between the

Ways to further increase the effectiveness of digital marketing

1. Establishment of customer exclusivity: A list of customers and customer's details

Ineffective forms of digital marketing

1. Prioritizing clicks: Prioritizing clicks refers to display click ads, although

Measuring the Effectiveness of Digital Marketing Campaigns

Digital Marketing Strategy

 Planning Digital marketing system

Digital marketing planning is a term used in marketing management. It describes the

1.2 THEORETICAL BACKGROUND

Motivations to Shop Online

Single page and multiple page design

According to the Content Marketing Institute, “Content marketing is a marketing technique

Content Marketing Tactics

B2C Content Effectiveness Ratings of Tactics

Social Media 88% 63%

Articles on the Company Website 78% 58%

Newsletters 76% 73%

Blogs 72% 55%

Videos 72% 65%

Table 1 B2C Content Marketing Usage (by tactic)

Videos and Tutorials

al.,2004). It is considered to be a persuasive form of information since it is perceived as

Consumers publicize their personal evaluations of a product or service performance through

Information quantity refers to the number of items or attributes used in describing an

Information overload arises when there is an incremental decrease in decision effectiveness

increases. A consumer’s confidence in their purchase choice is dependent on the average

A consumer’s “buying decisions are influenced by perceptions, motivations, learning,

Consumer’s satisfaction with an e-commerce platform determines their likelihood to engage

1.3 IMPORTANCE OF THE TOPIC

1.4 NEED OF THE STUDY

Hence, through this research the following question should be answered:

2.1 REVIEW OF LITERATURE & RESEARCH GAP

Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and

2.2 STATEMENT OF THE PROBLEM

2.3 SCOPE OF THE STUDY

2.4 OBJECTIVES OF THE STUDY

 To gauge the awareness about the Content Marketing

Sample size: 100

Sampling unit: Clients

Sampling Elements: Pan India

Sampling type: Non-Probability Sampling, the selection of samples will be on convenient

2.7 TOOLS FOR DATA COLLECTION

A questionnaire is a carefully complied logical sequence of questr5ions directed to a define

Questionnaire Design Development:

Nature of the Questionnaire

Customer Awareness Surveys

1. Assess the level of customer satisfaction with a particular product, service or

2.8 LIMITATIONS OF STUDY

1. The data was collected limited to only India

ABOUT THE COMPANY:

56,4th Main Rd, Stage 2, Domlur,

Bengaluru, Karnataka 560008

Mumbai Banglore Chief HR