“ONLINE MARKETING”

Dissertation submitted in partial fulfillment of the

requirements for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION OF
BENGALURU CENTRAL UNIVERSITY
By
VAISAKH TV
REGISTER NO: MB206681

SB COLLEGE OF MANAGEMENT STUDIES

BENGALURU CENTRAL UNIVERSITY

2021-2023

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 DECLARATION BY THE STUDENT

I hereby declare that “ONLINE MARKETING” is the result of the project work
carried out by me, under the guidance of Mr. A KIRAN KUMAR in partial
fulfillment for the award of Master‟s Degree in Business Administration by
Bengaluru Central University.

I also declare that this project is the outcome of my own efforts and that it has
not been submitted to any other University or Institute for the award of any other
degree or Diploma or Certificate.

PLACE: BENGALURU NAME: VAISAKH T V

DATE: REGISTER NUMBER: MB206681

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 GUIDE CERTIFICATE

This is to certify that the Project report title “ONLINE MARKETING” Submitted
by (VAISAKH TV, MB206681) to Bengaluru Central University, Bengaluru for the
award of Degree of MASTER OF BUSINESS ADMINISTRATION is a record of work
carried out under my guidance.

PLACE: BENGALURU
DATE: SIGNATURE

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 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to Professor B. PARVATHI
DEVI, SB College of Management Studies and to Mr. A KIRAN KUMAR,
Assistant professor, SB College of Management Studies who gave me the golden
opportunity to do this wonderful project of MASTER OF BUSINESS
ADMINISTRATION on the topic “ONLINE MARKETING”, and also helped me
in completing my project. I came to know about so many things I am really thankful to
them. Secondly I would also like to thank my parents and friends who helped me a lot in
finalizing this project within the limited time frame.

Date: VAISAKH T V
Place: BENGALURU

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 TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE NO.

1 INTRODUCTION 7-11
2 ONLINE SHOPPING 12-16
3 VARIOUS DIGITAL 17-22
MARKETING ELEMENTS
4 CONCLUSION 23-24
5 BIBLIOGRAPHY 25

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 LIST OF FIGURES

FIGURE DESCRIPTION PAGE

NO. NO.
1 Online Marketing 9
2 Primary marketing goal 10
3 Digital Marketing Elements 18

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 CHAPTER 1
INTRODUCTION

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Online marketing is the practice of leveraging web-based channels to spread a
message about a company’s brand, products, or services to its potential
customers. The methods and techniques used for online marketing include
email, social media, display advertising, search engine optimization, Google
AdWords and more. The objective of marketing is to reach potential customers
through the channels where they spend their time reading, searching, shopping,
and socializing online.

Widespread adoption of the internet for business and personal use has generated
new channels for advertising and marketing engagement, including those
mentioned above. There are also many benefits and challenges inherent to
online marketing, which uses primarily digital mediums to attract, engage, and
convert virtual visitors to customers.

Online marketing differs from traditional marketing, which has historically

included mediums like print, billboard, television and radio advertisements.

Before online marketing channels emerged, the cost to market products or

services was often prohibitively expensive, and traditionally difficult to
measure. Think of national TV ad campaigns, which are measured through
consumer focus groups to determine levels of brand awareness. These methods
are traditionally lso not well-suited to controlled experimentation. Today,
anyone with an online business (as well as most offline businesses) can
participate in online marketing by creating a website and building customer
acquisition campaigns at little to no cost. Those marketing products and services
also have the ability to experiment with optimization to fine-tune their
campaigns’ efficiency and ROI.

Benefits Of Online Marketing

A key benefit of using online channels for marketing a business or product is
the ability to measure the impact of any given channel, as well as how visitors
acquired through different channels interact with a website or landing page
experience. Of the visitors that convert into paying customers, further analysis
can be done to determine which channels are most effective at acquiring
valuable customers.

Analytics for web or mobile app experiences can help determine the following:

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  Which online marketing channels are the most cost-effective at acquiring
customers, based on the conversion rate of visitors to customers, and the
cost of those visitors.
 Which channels are effective at acquiring and driving higher lifetime
value for customers - such as email marketing, which drives repeat
purchases to prior customers.
 Which cohorts of customers exhibit strong engagement behavior and high
potential for upsells - such as software or mobile apps, which expect to
sell more products to customers with high engagement.

Online Marketing Tools

There are a number of tools that can be used to build and maintain a robust
online marketing program:

 Email Marketing
 Social Media Marketing
 Search Engine Optimization (SEO)
 Display Advertising
 Search Engine Marketing (SEM)
 Virtual Events & Webinars
 A/B Testing & Website Optimization
 Content Marketing
 Video Marketing
 Marketing Analytics
 Marketing Automation
 Customer Relationship Management (CRM)
 Content Management System (CMS)
 Pay-per-click (PPC) Advertising
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  LinkedIn Ads
 Affiliate Marketing

Examples Of Online Marketing

Some examples of online marketing campaigns include:

 Canon advertises for search keywords related to "photography" on

Google, Yahoo, and Bing search engines to market their cameras to a
relevant audience to drive traffic to a specific webpage.
 Whole Foods collects email addresses on their website to create email
lists that can be used to advertise new products, sales, and events in their
stores.
 Dove creates video advertisements and shares them with their audience
on Facebook, Twitter, and other social media platforms to promote
favorable conversation about their brand and products.
 Bite Beauty partners with influencers to promote a new lipstick to their
target audience of high-quality, beauty enthusiasts.

Although online marketing creates many opportunities for businesses to grow

their presence via the internet and build their audiences, there are also inherent
challenges with these methods of marketing. First, the marketing can become
impersonal, due to the virtual nature of message and content delivery to a
desired audience. Marketers must inform their strategy for online marketing
with a strong understanding of their customer’s needs and preferences.
Techniques like surveys, user testing, and in-person conversations can be used
to understand the overall user experience.

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Online marketing can also be crowded and competitive. Although the
opportunities to provide goods and services in both local and far-reaching
markets is empowering, the competition can be significant. Companies
investing in online marketing may find visitors’ attention is difficult to capture
due to the number of business also marketing their products and services online.
Marketers must develop a balance of building a unique value proposition (UVP)
and brand voice as they test and build marketing campaigns on various channels

HOW TO GET STARTED

The first step to getting started with online marketing is to evaluate your goals
and make sure they are measurable. Are you hoping to sign up 100 new
customers? Generate 1,000 leads to fuel your B2B sales process? Build an email
subscriber base of 10,000 people?
After that, you need to make a choice about how to construct an online presence
that helps you achieve that goal and create corresponding a marketing strategy
for these channels. Maybe you need to set up an e-commerce site. If you’re
interested in blogging to drive awareness and subscribers, look into setting up a
blog and strategize on how to create great content that would encourage sharing
on social media channels. Partnering with a customer that is willing to
evangelize your business by creating a case study or info graphic can be
powerful social proof as customers are evaluating your company. A simple
website or landing page with a lead capture form can help you start developing
your brand and generating traffic. A basic analytics platform (like Google
Analytics, which is free) can help you start to measure how you are tracking
your marketing efforts towards your initial goal.

Disambiguation
Online marketing is also known as internet marketing, web marketing, digital
marketing and search engine marketing (SEM). Online advertising and internet
advertising are techniques involved with online marketing, but are not
synonymous with online marketing.

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 CHAPTER 2
ONLINE SHOPPING

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Online shopping is the process of buying goods and services from merchants
who sell on the Internet. Since the emergence of the World Wide Web,
merchants have sought to sell their products to people who surf the Internet.
Shoppers can visit web stores from the comfort of their homes and shop as they
sit in front of the computer.

Consumers buy a variety of items from online stores. In fact, people can
purchase just about anything from companies that provide their products online.
Books, clothing, household appliances, toys, hardware, software, and health
insurance are just some of the hundreds of products consumers can buy from an
online store.

Many people choose to conduct shopping online because of the convenience.

For example, when a person shops at a brick-and-mortar store, she has to drive
to the store, find a parking place, and walk throughout the store until she locates
the products she needs. After finding the items she wants to purchase, she may
often need to stand in long lines at the cash register.

In contrast, online shopping helps consumers avoid these disadvantages. With

online shopping, a person logs onto the Internet, visits the store’s website, and
chooses the items she desires. The items are held in a virtual shopping cart until
she is ready to make her purchase. The shopper can remain in her pajamas as
she does her shopping, and the process can be conducted in the wee hours of the
morning or late into the night. Online stores never close – they’re open 24 hours
a day.

Despite the convenience of online shopping, not everyone chooses to purchase

items and services online. Some people like the idea of physically going to a
store and experiencing the shopping process. They like to touch the
merchandise, try on clothing, and be around other people. Online shopping
doesn’t permit shoppers to touch products or have any social interaction. It also
doesn’t allow them to take the merchandise home the same day they buy it.

Other people may worry about shopping online because they fear their credit
card information will be compromised. Since it’s necessary to provide credit
card information when purchasing products online, people worry they may
become the victims of identity theft. This discourages some consumers from
participating in online shopping.

Another reason some consumers avoid shopping online is the fact that they
worry that the products they purchase are not accurately portrayed in the

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website’s picture. They worry that the picture of the item may appear one way,
but the actual item may look completely different – perhaps of lesser quality.
It’s also impossible to try on apparel when conducting online shopping.

A consumer has to rely on body measurements in order to make sure the

clothing will fit properly. If the clothing arrives in the mail and it’s too small,
the consumer has to return the item. This is a potential inconvenience that some
shoppers may not wish to face.

Advantages of Online Shopping

Incredible convenience: In comparison to a brick and mortar store with fixed
hours, online shoppers can choose any time of the day or night to get on the
Web and shop. This is especially useful for moms with small children, people
that are home-bound, or simply in times of inclement weather.

Price comparisons: When you visit a store, you most likely have to settle for
whatever price the vendor has placed on a particular item. Not so with online
shopping – you have the ability to compare prices from hundreds of different
vendors (see The Top Nine Comparison Shopping Sites).

Infinite choice: Shelf space in a brick and mortar store is limited, which means
that your variety of goods is limited. Not so with an online store. Plus, if you
don’t see what you want in one store online, you can simply move on to the
next one – you’ve got the power to do that.

Easy access to consumer reviews: It’s easy to access consumer reviews for
pretty much any product you can think of online, which makes for more
informed purchases.

No pressure sales: We’ve all been awkwardly propositioned by eager

salespeople. You don’t have to put up with that online.

These are just some of the advantages of online shopping. Are there
disadvantages? Let’s look at a few that might deter some customers from
buying goods online:

You can’t try things on. If you’re buying a clothing item, you don’t have the
ability to feel the material, try it on, and see how it’s made. Unless you know
your measurements and are familiar with the brand of clothing offered, this
could end up being a bad experience.

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You can’t talk to someone immediately. If you have a question about what
you’re looking at, you probably will have to wait at least 24 hours to get a
question answered (however, many sites have “instant chat” enabled that take
care of this issue).

Privacy and security: Privacy and security are legitimate concerns for any
online shopper, but there are precautions you can take to make sure your
transaction is a safe one. For example, paying attention to HTTPS protocols,
installing free spyware removal tools, knowing how to identify online scams
and hoaxes, surfing anonymously, and keeping your Web usage private are all
smart ways to address any privacy and security issues.

Limitations of online shopping

1. YOU DO NOT PHYSICALLY SEEN THE ITEMS:
Normally when we shop from a regular store, we can see the item and at least
visually inspect that it looks fine. You can select a co lour, size and can even
speak to a sales person to clarify doubts regarding an item. I feel the biggest
disadvantage of online shopping is we do not physically see the item till it
arrives. May be you have seen it in the nearby mall but there is a possibility that
the particular piece you have ordered may be defective. Misinterpretation or
misunderstanding of items bought online is a common problem. Usually the
photo of items you see online are much better than once you have the item in
front of you.

2. WAIT FOR THE ITEMS TO ARRIVE:

Once you place you order the waiting game starts. You have to wait for a few
days for the item to arrive which can be quite frustrating. Most experts believe
that we are most excited about your “buy” in the first few days, so by the time
your item arrives you will most likely be less excited then getting the item on
same day you made the payment.

3. CHANCES OF MISHANDLING WHILE SHIPPING / DELIVERY RISKS:

What if the item you are expecting never arrives, you will be lost in a series of
phone calls to the seller and the courier company. What if you are not at home
during the time of delivery and the courier company leaves the package on your
door and a passerby decides to steal it? What if the shipping company broke
your stuff and you realize it after opening it when the courier man has already
gone away. The seller might claim that you broke it.

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4. SHIPPING CHARGES:
Only a few sites offer free shipping, some others will ship for free only if your
total purchase price exceeds a certain amount. Shipping fee is often a big
discouragement for online shoppers.

5. RETURNING MERCHANDISE:
Even if the seller agrees to take back the defective merchandise, you often have
to pay the cost of shipping it back. Additionally you have to call and convince
the people regarding the reason of your return. Some good sites do have
excellent return policy, but not everyone.

Comparison between online shopping and

offline shopping
Offline shopping is becoming rather polar. Customers either want service, or
they really *don’t* want service. It’s not that customers are unclear about
whether they want to purchase, it’s that they are absolutely clear about why they
are shopping. They either have a purchase in their minds, or they are shopping
predominantly as a form of therapy, and simply wish to interact with the goods.
Customers have reached a position where if shopping is entirely experience
oriented and not goal oriented, then they find sales assistants a *disincentive* to
enter a store. As they grow in sophistication, customers’ respect for, and
tolerance of sales assistants is actually reducing.

So essentially the changes I see are a marked separation of goal oriented

shoppers and experience oriented shoppers. Shoppers who have a specific
purchasing goal in mind are time conscious and want service immediately, and
at the lowest possible price. Shoppers who are experience-oriented find sales
assistants irritating and officious. And I think the internet and online shopping is
actually contributing to this polarisation process.

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 CHAPTER 3

VARIOUS DIGITAL MARKETING ELEMENTS

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Simply put, digital marketing is the method of sales and promotion of a brand
through digital media, particularly with the help of various tools available on
the Internet.
Compared to traditional sales and marketing strategies it is more complex,
omnipresent and efficient. This produces quicker positive results than traditional
techniques, and is a more versatile form of marketing than conventional
methods.
The great thing about digital marketing is that it offers numerous resources for
an immediate study of the impact of every digital marketing industry. And if a
vendor uses Google AdSense, they have a method to find full statistics of the
effects.

Basic Aspects Of Digital Marketing

Below mentioned is the important aspect of digital marketing. Read the below-
mentioned points carefully to know more about the conclusion of digital
marketing.

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Social Media Marketing
Social networks rapidly proliferated. It is the most powerful platform on the
internet, where an organization can very easily touch countless people.
All modern companies, such as Facebook, Instagram and Twitter, use social
media to advertise their brands.

Email Marketing: Conclusion Of Digital

Marketing
It’s the first digital marketing term but it’s still really relevant. This program
tells current customers and others about the different goods and services
provided by the company.
Also, the public is encouraged to take part in various fascinating events
conducted by the company.

SEO (Search Engine Optimization)

It’s the process of making a page in a search engine more accessible compared
to other related types of web pages. A successful campaign for search engine
optimisation will in the long run produce an incredibly profitable company.
There are many innate processes in SEO which require expert attention to create
a useful and successful SEO target, such as content marketing and link building.

Direct Advertising
You can get to know your customers about your products during the digital
marketing. It would help you to perform well in the highly competitive sector if
you follow a fantastic advertisement strategy and promotional tools.

The Digital Marketing Costs

If you want to make the most of digital marketing, you’ll need to grasp the
digital marketing premise and conclusion of digital marketing.

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Consumer-Friendly
Digital marketing is a perfect way to interact if the primary goal is to reach vast
numbers of people. Marketing in social media has revolutionised marketing
behavior.
There are various social media channels. They’re cost-effective on Facebook,
Twitter, Whatsapp talk, Skype, Google+, Blogs, Instagram, YouTube, etc.
Unlike traditional marketing platforms such as TV, radio, newspapers,
magazines, banners and so on, digital marketing is free.
Social networks have a very important role to play in promoting digital
behavior. This feature helps small businesses promote their companies by
reaching foreign clients.

24/7 Availability: Conclusion Of Digital

Marketing
Digital marketing is perfect advice for the world. It’s good enough because it
never sits on the network. The goods will only be available to the public for 24
hours.

Easy Marketing For The Brand

The growth of the digital market means that numerous brands can meet their
consumers quickly.

Global Announcements: Conclusion Of

Digital Marketing
Through digital marketing, given geographic barriers, you can expand your
customer’s scope to other countries. This is one of the best digital marketing
advantages.

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Easy To Calculate
Having a proper understanding on the conclusion of digital marketing gives
companies the ability to evaluate their advertising activities. Additionally, it
allows advertisers to analyze and audit their quality content online.

Save Time
It will save you time and money when you launch your company on the
Internet. There are other ways to stay in contact with your clients, the support of
live chat and the segment of FAQ.

Immediate Output
You can get direct feedback from your customers during the digital marketing.
So, you can improve your services quickly.

5D’s In Digital Marketing And Conclusion

Of Digital Marketing
To understand the importance of digital marketing in every industry and the
future of marketing, it’s important to think about the experiences with the
customer that we need to consider and handle.

Digital marketing today includes far more forms of public contact than email or
web site. Later implementation. 5D provides customers with opportunities to
engage with brands and businesses to reach and learn from their audience in
various ways:

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Digital Media
For example, Separate, paid, owned and originated contact platforms, including
ads, email, texting, search engines and social media, to reach and engage the
public.

Digital Devices
When communicating with web sites and mobile apps, brands are encountered
by the public, usually through a variety of connected devices like smartphones,
laptops, desktops, televisions and gaming devices.

Digital Channels
Many of these devices communicate with each other through a browser or main
platform or service applications, namely Facebook (and Instagram), Google
(and YouTube), Twitter and LinkedIn.

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 CHAPTER 3
CONCLUSION

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Digital Marketing is very important for specialists in digital marketing. Digital
marketing is a perfect business opportunity for digital marketers. To be
competitive on the digital market, you need to have a clear understanding of the
advantages and disadvantages of digital marketing.
This is a growing business field. Digital marketing is nothing more than taking
advantage of new technologies to achieve marketing objectives. The digital
marketing team and the marketing department are no different.
The following details should assist digital marketers in recognizing the benefits
and drawbacks of digital marketing. Finding digital marketing, however, is a
useful concept because digital marketing requires only some skills in using
digital technology.
You should take the opportunity to invest in the digital economy, after
acquiring the understanding above. It’s an active rising sector. So, don’t neglect
digital marketing luck.
Within the short span of a lifetime, digital marketing will bring all your
cherished dreams come reality. Digital marketing is a place where someone
without much effort can make a career. Only patience is required to get your
desired goals.

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 BIBLIOGRAPHY

BOOKS
 Akar, E. and Topcu, B. (2011), “An examination of the factors
influencing consumers' attitudes toward social media marketing”,
Journal of Internet Commerce, Vol. 10 No.1, pp. 35-67.

 Andzulis, J. M. et al. (2012), “A review of social media and

implications for the sales process”, Journal of personal selling &

sales management, Vol. 32 No. 3, pp. 305-316.

 Bampo, M. et al. (2008), “The effects of social structures of digital

structure on viral marketing performance”, Information system

research, Vol. 19 No. 3, pp. 273-290.

 Bansal, H. and Bharti, C. (2011), “Social networking sites: an

emerging tool for the marketers”, Contemporary research issues”,

Eds Kundu, S. C. et al., pp. 793-793.

WEB SITES
 https://licreativetechnologies.com/blog/conclusion-of-digital-marketing

 https://www.ukessays.com/essays/marketing/advantages-of-online-shopping-
marketing-essay.php

 https://www.optimizely.com/optimization-glossary/online-marketing/

 https://www.infunotion.com/digital-marketing-tools-and-techniques/

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