A STUDY ON CURRENT TRENDS IN INTERNET

MARKETING
Synopsis submitted in partial fulfillment of the requirements for the

Award of the degree o f

MASTER OF BUSINESS ADMINISTRATION

OF
BANGALORE UNIVERSITY

By

DENNY O.Y

19YUCMD049

Under The Guidance Of

‘Dr.Geevarathna’

Associate Professor

ACHARYA BANGALORE B SCHOOL

Bangalore University
2021
INTRODUCTION
Marketing is at the core of all business activities. Without marketing, organizations cannot sell and
without sales there is no revenue and without revenue people cannot run businesses. The World
Wide Web is a very diverse marketing platform used by most businesses for marketing all types
of products and services. Online marketing includes social marketing, word ads, banner ads, video
Advertisement etc. Like other forms of market, internet marketing has its benefits and pitfalls. The
ability to precisely target consumers and to measure the effectiveness of marketing strategies are
the major advantages of online marketing. On the internet the level of consumer exposure varies
greatly unlike traditional media like billboards, newspaper and television. Visibility is the primary
prerequisite for online marketing, traffic cannot increase if people don’t know about the company
and its products or services. Website marketing services increase website visibility by optimizing
and promoting the website.

NEED FOR THE STUDY

The study on current trends in internet marketing is aimed to know how the customer are, what they want,
how they use and react to the product. This study also helps to know how various internet marketing
variables such as price, product features, advertising messages and corporate image affect the buyer. The
study on internet marketing reveals to the management about the taste, preference and choice of different
people and so on. This study will help to gain knowledge about the online shopping. In this context, the
researcher felt that it is suitable to study the market condition of internet marketing and how the costumers
responds towards it.

STATEMENT OF PROBLEM
Internet Marketing has become more famous after involvement of latest technologies in businesses. It has
completely changed the old marketing methods and compelled marketers to stay connected with their
buyers or customers via internet for selling their products and services. Consequently, the marketers must
consider and analyses both advantages and disadvantages of digital marketing while planning the best
marketing and setting business goals. Why Due to high efficiency and effectiveness, Digital Marketing has
recognized by all business entities and now it is growing faster with every passing day. Soon, it will become
easier for small businesses to compete their large-scale competitors at the same platform. So digital
marketing has become a crucial need of small as well as large scale businesses in today’s digital
environment.

LITERATURE REVIEW
• (Jaeki song et al 2006) in their work compares and contrasts between companies motivation to
choose between internet channels and traditional channels. He suggests web would a serious
alternative to traditional marketing and proper pricing by internet companies is what which attracts
the consumer. I totally agree to this view. However we believe that examples are provided only of
some successful dotcoms at least failure, reasons of failure of some dotcoms should have been
taken into consideration for discussion. That would have provided some more insight into their
research. Market access, price information, Competition and pricing policies have been used to
compare between both the channels. But internet security issues and fraudulent practices in the
internet by companies are excluded in this discussion. His primary finding is that internet offers
consumers better prices.

• (Chen et al 2000) claim that internet marketing will bring about a greener atmosphere
(environmental protection) by reducing fuel consumption needed for regular purchase. I totally
agree to their view. Credit should be given to the authors who have looked at internet marketing
from this perspective. I also agree that Internet marketing promotes paperless office and saves space
and brings about energy savings by preventing kiosk displays. It is also true that it promotes easy
shipping of commodities which would be difficult in traditional sales. The author could have
included some information as to what drives companies to pursue a paperless office whether it is
cost savings alone or company’s decision to protect the environment for a social cause or other
factors such as market pressure from other companies who are doing the same. Authors could have
included information about various companies in various sectors who have considered internet
marketing as an environmental friendly scheme.

• (Aldridge Alicia et al 1997) in their paper discuss about what companies should consider when
operating in internet commerce space. From the author’s point of view to be successful in internet
marketing the companies should recognize that consumer market is different, communication with
the consumer is going direct, open competition has to be faced and market accessibility is going to
be the key, net users want more control, authenticity is important as touch and feeling is missing
 and security to protect consumer privacy. I agree that these factors do play an important role. In
addition to this author discusses various strategies that could be used on the internet namely
targeting, promotional strategy, product strategy and distribution strategy. These strategies are
indeed important for survival in the internet space. If the authors had collected data to justify their
claims it would be more authentic.

• (Kim D.J et al 2007) in their work have focused on consumer preferences on online air travel
agencies. They have considered 9 criteria which consumers consider important. They are security,
ease of use, finding low fares, useful and relevant content, design and presentation of the website,
speed of the website, ability to book all travel services in one transaction, booking flexibility and
sorting option. Considering all these attributes they conclude that low fares was the primary
motivator for consumers. Unfortunately authors have decided not to consider direct marketing by
airline companies themselves for comparison because an airline company could be driven by the
urge to provide new services to compete with travel agencies. This comparison would have
strengthened their conclusion as to whether low far alone is the driving factor for consumers to
choose a particular airline agency. This article provides valuable input to companies who are
provide services through the internet. Based on the service provided by the company one or more
of these attributes will be more prominent than the others. For online banking, services security
will become priority.

• (Urban Glen, 2006) in his paper emphasizes that companies should act as advocates in promoting
customer interest if they have to win business and retain their customers. In the author’s own words
“When a company advocates for its customers, the customers will in turn advocate for the
company”. The author has cited many valuable examples ranging from consumer products to high
value industrial products and services to prove how various companies irrespective of the size of
the companies adopt techniques to satisfy consumer interest. The author is silent about the cost
factor in these approaches which could affect the company’s bottom-line on sustenance.

• (Chiu Yu-Bin et al 2005) in their work explains how gender of consumers plays an important role
in online retailing. Some of their key findings are that female consumers tend to give a lower
evaluation than males of the effortlessness of online purchases. I agree to this view. This means
that user-friendliness is quite important for users and companies should give importance to this.
They also claim that online community based on gender and hobbies should be established to
improve the ease of purchasing as perceived by females. I am in agreement with the view that
 companies should treat consumers differently based on gender in order to win business. In the
authors opinion companies should offer male consumers the right products whenever they need
them and should to respond to inquiries in a timely fashion, which would surely strengthen the
attitudes and purchase intentions of male consumers. Similarly an online store that is targeted for
only females as user-friendly could bring forth more online visits and online purchases. They
suggest that for this to be achieved applying interactive virtual reality along with background music,
companies can demonstrate to female consumers how to use products in a fashionable manner, and
can keep them busy with surprising visual effects, and thus successfully stimulate positive attitudes
and increased purchase intentions. The customerisation of homepages is treated to be very positive
for positive by females because it increases the sense of consumer freedom and accessibility

• (Davidson Alistair et al 2006) have discussed how web-mavens positively influence the minds of
both consumers and companies. I fully agree with authors that web mavens come in handy when
consumers find it difficult to purchase products that are technically complex and buying the best
value products taking into consideration frequent model changes. It would be good if we had
included what extent of sophistication is required for consumers in order to understand web
mavens. It would have been good to include how useful consumers perceive web mavens
information and utility. I fully agree with the authors that constructive criticism by the web mavens
on the products can help improve the product quality by companies quickly, improve loyalty to the
product and help them gain market share. The author could have included information as to whether
companies are still able to sell well without actually being concerned about web mavens at all. If
so it would be good to see how they manage to do it. It would also be interesting the percentage of
companies that

INDUSTRIAL PROFILE OF INTERNET MARKETING

Internet marketing is increasingly becoming mandatory for businesses of all types. Customers
spend lots of time online every day, including checking email, browsing social media, using search
engines, and visiting websites .Consumers use a variety of online methods for finding, researching,
and eventually making purchasing decisions. Over 40% of consumers report that they first turn to
Google search when looking for a product or service, and 26% of consumers say they shop online
every week. However, traffic from social media pages and ads account for around 8% of
consumers discovering retail websites. You can take advantage of all these channels by creating
broad internet marketing platforms to help potential clients and customers find your business .This
is true even if your business is small and local. From 2015 to 2017, Google saw mobile "near me"
searches with some variation of "to buy" or "can I buy" grow by 500%—a figure likely to continue
rising.2 No matter what type of business you have or where you are located, investing in internet
marketing can help you build your business, connect with customers, and make sales.

OBJECTIVES OF THE STUDY

 To know and understand the current trends and tools being used in Internet Marketing

 To know the customers’ impact towards online ads and marketing

 To know the customers’ attitude towards the future of Internet Marketing

 To know the customers’ preference among the various Internet Marketing tools

SCOPE OF THE STUDY

The Internet era has thrown open a new pathway for today’s marketing. The Internet has made all traditional
modes of business outdated and generated amazing new possibilities in business By 2020 it is expected that
a majority of companies will have an online presence. In line with this, internet marketing is growing at a
very fast pace. Internet marketing is forging ahead on account of many reasons. It levels the playing field
and is more cost-effective. It increases conversion rates and therefore generates better revenues. Internet
marketing builds a brand reputation by increasing interaction with the target audience .As the number of
websites and web pages increases, so does the scope of internet marketing.

RESEARCH METHODOLOGY
• RESEARCH OBJECTIVE

This research is done to know and analyze the current trends going on in the arena of internet
marketing. What new and innovative tools the marketers are using with the aid of internet and
what does the customer think about the internet marketing and future of internet marketing.

• SOURCE OF DATA

The main sources of data are primary and secondary sources.

PRIMARY DATA : Questionnaire, Personal Interview

SECONDARY DATA : Journals, Websites, Articles

• AREA OF STUDY

The study was conducted in the area of Bangalore city, Sample should be a user of internet or should
have knowledge about internet

• SAMPLE SIZE

The Sample Size to be taken was 150 in order to get the more accurate result

• SAMPLING TECHNIQUE

The sampling done is Convenient and Snowball Sampling, the respondents were mailed the
questionnaire and were requested to forward them to their referrals.

• RESEARCH TOOL

The research tool which was used in the survey was the close ended questionnaire.

d. CHAPTER SCHEME

CHAPTER 1: INTRODUCTION

CHAPTER 2: REVIEW AND RESEARCH DESIGN

CHAPTER 3: COMPANY PROFILE

CHAPTER 4: DATA ANALYSIS AND INTERPRETATIONS

CHAPTER 5: SUMMARY OF FINDINGS, RECOMMENDATIONS AND

CONCLUSION

Signature of student: Signature of Guide:

Date: Date: