Critical Evaluation of Digital Marketing for Brandbuddy

A CRITICAL EVALUATION OF DIGITAL MARKETING :
BRANDBUDDY MEDIA SOLUTIONS LLP
A INTERNSHIP PROJECT SUBMITTED TO THE

MIT WORLD PEACE UNIVERSITY – PUNE
FOR THE AWARD OF DEGREE OF
BACHELOR OF COMMERCE
BY
TUSHAR RAJ
S1042170515
UNDER THE GUIDANCE OF

PROF. PALLAVI DIWAN
SCHOOL OF COMMERCE
SCHOOL OF COMMERCE
MIT WORLD PEACE UNIVERSITY
PUNE - 411038
1
CERTIFICATE
This Is To Certify That Mr Tushar Raj

Has Successfully Completed Her/His Summer Internship
Project
On
A Critical Evaluation Of Digital Marketing : Brandbuddy
Media Solutions LLP
Prof. Pallavi Diwan Prof. Haridas
NAME OF THE PROJECT GUIDE NAME OF THE DEAN
MIT WPU SCHOOL OF COMMERCE MIT WPU SCHOOL OF COMMERCE
Place :- Pune
Date :- May25, 2020
2
DECLARATION
I hereby declare that the internship project report entitled “” in partial fulfillment of the
requirements for the award of degree of Bachelor of Commerce/Master of Commerce
submitted to School of Commerce, MIT World Peace University, Pune is an authentic
and original internship work carried out by me under the guidance and supervision of
Prof. Pallavi Diwan during the period from 15 February 2020 to 15 May 2020. I state
that this report is not been submitted in part or full to award certificate, diploma and/ or
degree of any other University or Institution. I further declare that the material/literature
obtained from various sources are been duly acknowledged and the report is free from
plagiarism and within the permissible level.
Tushar Raj
Signature and Name of the Student
Date: 25 May 2020
Place: Pune
3
ACKNOWLEDGEMENT
I am deeply indebted to many people for the successful completion of this project. I
would like to take this opportunity and go on record to thank for their help and
support. I am thankful to the MIT WPU for all the support provided for this
project.
I express my deep sense of gratuity and sincere feelings of obligation to my project

guide Prof. Pallavi Diwan who has helped me in overcoming many difficulties and
who has imparted me the necessary conceptual knowledge.
I wish to thank all my teachers for their helpful inputs insightful comments
steadfast comments love and support.
Place :- Pune Thanking You

Date :- May 25,2020 Tushar Raj
4
TABLE OF CONTENTS
Sl. No. Contents Page
No.
1. Introduction To Project 7
2. General Instructions From College 8
3. Role Of Project Supervisor 9-10
4. Internship DO’s 10-11
5. Internship DONT’s 11-12
6. Layout & Format Of Project Report 12
7. Introduction 13
Abstract
8. Company Profile 15-18
9. Future Of The Company 18-21
10. SWOT Analysis 21-23
11. Importance Of Study 23-24
12. Literature Review 24-26
13. Problem Statement and Study Objectives 26-27
14. Methodology 27
15. Analysis and Discussion of Study 27-41

Internet Marketing
Digitization
Techniques Of Internet Market
SEO
SEM
Content Creation
Social Media Marketing
5
Digital Display Marketing
Mobile Marketing
Interactive Marketing
Viral Marketing
Email Marketing
Affiliate Marketing
Online Public Relations
Digital Media Planning & Buying
Web Analysis
Most Preferred Internet Marketing
Traditional Marketing Vs Internet Marketing
Advantages Of Digital Marketing
16. Data Intrepretation Tools 41-59
SEO Statistics
Mobile Marketing Statistics
Content Marketing Statistics
E-Mail Marketing Statistics
Blogging Statistics
Digital Marketing Fun Facts
17. Limitations Of The Study 60
18. Reference & Bibliography 61-62
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INTRODUCTION:
Preface:
Each candidate should undertake internship work immediately after the 8 th Trimester
(Feb-April 2020) examination and submit a bound copy of the report within two weeks
of completion of the internship. This project, under the guidance of a faculty of the
School of Commerce, has to be on a live problem/issue (Core commerce issue based
on specialisation) concerning either an organization or otherwise. The purpose of the
project is to develop practical knowledge and application of theories/concepts to the
actual problem solving and decision making in an organisation and develop skills and
positive attitude among students to provide wider perspective on trade, commerce, and
society/organization. This could involve a desk study/data analysis/ extension work or
exploration of an idea or its implementation. In other words, a commerce student is
expected to enrich with competency/skills/attitudes and perspectives about the
functioning of an organization and or society at large. The duration of the internship
is for a minimum of 12 weeks (90 days) during the final trimester.
The Project Report is a treatise that represents the fulfillment of the scholarly aspiration
of the students of commerce. A good Project Report should be clear and unambiguous
and have a logical structure that should assist the reader’s understanding of the
argument being presented and not obscure it. In order to achieve this objective, the
layout and physical appearance of the Project Report should conform to a set pattern.
The purpose of this guidelines is to outline the internship report format and maintain
the uniformity of the project reports submitted by the students to the University. This
manual provides an overview of the format for the preparation of the Project Report and
guidelines for the submission of the Project Report.
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GENERAL INSTRUCTIONS:
● It is advised to the students that the internship project report be based on the
standard research process and procedures and the topic must be core commerce
area of study.
● Internship progress reports to be submitted as per the prescribed format in
Annexure-3 and as per the prescribed schedule (Annex-5). If any student fail to
submit two consecutive reports his/her candidature stands cancelled without any
further intimation and the term grant will not be made.
● The University will allocate a supervisor based on the specialization of the
student and expertise of the faculty member. In addition the company may also
allocate one supervisor for monitoring the work of the student.
● On completion of the internship research work, the Project Report is prepared
according to the format provided.
● The students are advised to strictly adhere to the format.
● The Project Report not conforming to the prescribed format will be sent back to
the student for revision and resubmission, thereby causing unnecessary delays.
● The length of the Project Report should preferably be restricted to roughly around
70-80 single side printed pages.
● Three hard bound copies of the Project Report have to be submitted for evaluation
after incorporating the corrections suggested during internal viva-voce
examination.
● The Guide and Co-guide (if any) have to be given a final copy of the Project
Report.
● A final copy of the Project Report should also be given to the Institute Library.
8
ROLE OF A PROJECT SUPERVISOR
A project supervisor will:
• Acquaint students with such local groups and agencies as may be relevant to your
work,
• Facilitate students with letters of authorization which would enable you to make
enquiry and investigations in different offices pertaining to your work,
• Make Students accessible to the library at the study centre for consultation
purposes,
• Advise students, to the best of his/her efforts, about project theme, location of
data and general work plan
• Suggest books and articles that students may find useful in their work.
• Assess progress and continuously monitor internship project
• Being accessible at mutually convenient times when the student may need advice
• Giving detailed advice on the necessary completion dates of successive stages of
the work so that the project work can be submitted within the prescribed period
• Draft or preliminary written and other work as appropriate and returning such
work with constructive criticism/feedback/corrections within a reasonable time
• Arranging, as appropriate, for the student to present their work to staff and
students, bearing in mind the demands of the viva voce examination
• Ensuring that the student is made aware of any concerns about their progress or
the standard of their work and ensuring that the Head of Department and the
course coordinator are notified in writing if there are any concerns about the
student’s progress or ability to complete the internship
• Reading and commenting on the whole of the final draft of the project work,
provided that this is presented within prescribed time frame, and ensuring that the
student is aware that the project report must comply with all relevant regulations,
including those on word length, format, and binding
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• Notifying the student, the Head of Department, and the course coordinator if they
have concerns about the quality of the project report to be submitted for
examination
• Ensure that the project report is free from publication ethics (Plagiarism free)
• Finally, the supervisor is a formal mentor for the students till they complete their
internship project report.
• The supervisor will also act as an internal examiner for the project report and give
internal assessment marks as prescribed in the manual.
INTERNSHIP DO’S (For Students)
Follow these simple guidelines to impress your new co-workers, leave a lasting good
impression, and gain as much as you possibly can from your internship experience.
• Do set specific goals for your internship so you know exactly what you want to
accomplish. These can often be defined with your internship coordinator and/or
supervisor as well.
• Do remember that you are in a professional setting, and you will be treated as a
professional. It is expected that you behave professionally at all times throughout
your internship. Do not involve in any office politics in the organization where
the internship is carried out.
• Do meet with your internship supervisor regularly (Dept/Company Guides). This

will help you track your performance and work on areas that you need to
improve.
• Do get as much exposure in the organization as possible. Find your role and claim
ownership of your projects. This will bring recognition to your
• Do find a mentor within the internship organization if you can. It doesn’t have to

be your immediate internship supervisor, as it’s possible they will be very busy.
Keep in mind that the best mentors won’t just lead you; they will also inspire you.
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• Do keep in mind that it is your responsibility to leave your internship with new
skills, accomplishments, and a better understanding of your field.
• Do keep in touch with people who play a major role in your internship even if the
experience was not the best. They will become part of your
professional network that may be helpful in the future of your career.
• Do update your résumé with accomplishments from your internship. Your résumé
should be full of talking points that can be used in future interviews.
• Last but not least, do enjoy your internship. At times, you may feel that all you
are doing is grunt work, but keep at it and your hard work will eventually pay off.
INTERNSHIP DONT’S (For Students)
These very simple things are often overlooked by students who do not realize how
important a successful internship can be to their career.
• Don’t pass on an opportunity to gain experience beyond the official scope of
your internship. It’s good to be proactive and go above and beyond what is
expected of you.
• Don’t be afraid to ask questions when things are unclear. To get the most out
of your internship, you need to be open to learning new skills and techniques.
• Don’t forget to take advantage of all the benefits your college or university
career center has to offer. It isn’t uncommon for them to have leads on a
multitude of opportunities.
• Don’t ever give up on your quest to obtain an internship. Use and exhaust all
your options: college career center, family, friends, professors, cold-calling,
LinkedIn connections, etc.
• Don’t burn any bridges. Even if your internship experience wasn't what you
hoped it would be, the contacts that you make may come in handy in the
future.
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• Don’t overstep any boundaries. Keep in mind that you are an intern and your
ultimate goal is to learn and provide as much value as possible.
• Don’t forget to take every chance to shine and stand out. That way, if there’s a
job opening in the future, you might be the first person to receive the offer
from the company.
By following these internship guidelines, you will squeeze every last drop of benefit out
of your internship experience and pave the way to a brighter future!
LAYOUT AND FORMAT OF PROJECT REPORT:

One of the most important requisites in preparation of the Project Report is consistency of
format and adherence to the specific instructions given below.
FORMAT OF THE REPORT:

A. Preliminary pages of the report:
1. Title (Cover) page
2. Inner Cover page
3. Self-Declaration by the candidate
4. Certificate issued by the company
5. Certificate by the Research Supervisor/Co-Supervisor (if any)
6. Acknowledgements
7. Table of contents
8. List of tables
9. List of graphs, charts, symbols etc.
B. BODY OF THE REPORT:

CHAPTERS: (No. of chapters/ chapter scheme may vary from candidate to candidate
depending on the nature of internship/research work. The chapter scheme suggested
below is only indicative)
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Introduction
Marketing is a restless, changing, and dynamic business activity. The role of

marketing itself has changed dramatically due to various crises material and
energy shortages, inflation, economic recessions, high unemployment, dying
industries, dying companies, terrorism and war and effects due to rapid
technological changes in certain industries. Such changes, including the internet,
have forced today’s marketing executive to becoming more market driven in their
strategic decision making, requiring a formalized means of acquiring accurate and
timely information about customers, products and the marketplace and the overall
environment. Internet marketing involves the usage of the Internet to market and
sell goods or services. Internet marketing utilizes the power of electronic
commerce to sell and market products.
Electronic commerce refers to any market on the internet. The electronic

commerce supports selling, buying, trading of products or services over the
internet. Internet marketing forms a subset of electronic commerce. With the
outburst of internet growth, internet marketing has started becoming very popular.
It is said that Internet marketing first began in the beginning of 1990 with just text
based websites which offered product information. With growth in internet it is
not just selling products alone, but in addition to this, information about products,
advertising space, software programs, auctions, stock trading and matchmaking. A
few companies have revolutionized the way internet can be used for marketing
such as Google.com, Yahoo.com, Amazon.com, Alibaba.com and Youtube.com.
This paper offers views on some current and future trends in internet marketing.
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Abstract
This paper offers views on some current and future trends in marketing. The content is
based on recent literature and on what is happening in the business world. The paper is
based on secondary data. The paper is based on extant literature and internet sources.
The various articles, researches, reports, newspapers, magazines, various websites and
the information on internet have been studied. We experience a radical change in India
towards the digitalization. The consumer are looking and searching more on internet to
find the best deal form the sellers aroundIndia ascompared to traditional or conventional
methods. In this study, we acknowledged that businesses can really benefit from Digital
Marketing such as search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, e-commerce marketing,
campaign marketing, and social media marketing, social media optimization, e-mail
direct marketing, display advertising, e–books, optical disks and games and are
becoming more and more common in our advancing technology. It is demonstrated that
well are connected through whatsapp and facebook and the increasing use of social
media is creating new opportunities for digital marketers to attract the customers
through digital platform. Awareness of consumer’s motives is important because it
provides a deeper understanding of what influences users to create content about a
brand or store. Digital marketing is cost effective and having a great commercial impact
on the business. Based on this study, it can further be argued that knowing which social
media sites a company’s target market utilizes is another key factor in guaranteeing that
online marketing will be successful. The effectiveness of Internet marketing with
respect to different business can be analyzed. The study can further be extended to
compare the internet marketing techniques with specific to various businesses.
Keywords: -
Internet, Marketing, Digitization, Social Media, Marketing Trends, Digital
Marketing
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COMPANY PROFILE/BACKGROUND OF THE STUDY:
(ABOUT THE COMPANY)
Brandbuddy Media Solutions LLP is a Limited Liability Partnership firm incorporated on 27

August 2019. It is registered at Registrar of Companies, Mumbai. Its total obligation of
contributionis Rs.100,000. Designated Partners of Brandbuddy Media Solutions LLP are
Ashish Manikchand Solanki, Tejas Shashikant Shinde and Sahil Shashikant Shinde.
Brandbuddy Media Solutions LLP's last financial year end date for which Statement of
Accounts and Solvency were filed is N/A and as per records from Ministry of Corporate
Affairs (MCA) date of last financial year end date for which Annual Return were filed is N/A.
Brandbuddy Media Solutions LLP's Identification Number is (LLPIN)AAQ-3901. Its Email
address is tejash.shinde999@gmail.com and its registered address is OFFICE NO.213, 2ND
FLOOR, VARDHAMAN MARKET PLOT NO. 75, SECTOR 17, VASHI NAVI MUMBAI
Thane MH 400703. Current status of Brandbuddy Media Solutions LLP is Active.
Company Details :- CIN AAQ-3901

Company Name :- BRANDBUDDY MEDIA SOLUTIONS LLP
Company Status :- Active
Franchisee Opportunity :- N/A
RoC :- MUMBAI MAHARASHTRA
Registration Number :- N/A
Company Type :- N/A
Industry :- N/A
Sector :- N/A
Company Category :- N/A
Company Sub Category :-
Class of Company :-
15
Date of Incorporation :- Tuesday, 27 August 2019
Age of Company :- 0 Year(s), 9 month(s), 4 day(s)
Activity :- Other Business Activities
Address :- OFFICE NO.213, 2ND FLOOR, VARDHAMAN MARKET
PLOT NO. 75, SECTOR 17, VASHI NAVI MUMBAI Thane
MH 400703 IN
Directors of BRANDBUDDY MEDIA SOLUTIONS LLP
Director Name Designation Date Of

Identification Appointment
Number
ASHISH 27 August 2019
05337858
MANIKCHAND Designated Partner
SOLANKI
TEJAS 27 August 2019

08190158
SHASHIKANT Designated Partner
SHINDE
SAHIL 27 August 2019

08190159
SHASHIKANT Designated Partner
SHINDE
History
Company Details
16
LLP Identification Number AAQ-3901
Company Name BRANDBUDDY MEDIA

SOLUTIONS LLP
Company Status Active
RoC RoC-Mumbai
Main division of business activity to Other Business Activities

be carried out in India
Description of main division Other Business Activities
Number Of Partners 0
Number of Designated Partners 3
Date of Incorporation 27 August 2019
Age of Company 0 years, 8 month, 30 days
DIRECTORS DETAILS :-
Director Name Designation Appointment

Date
053378 ASHISH MANIKCHAND Designated 27 August View other

58 SOLANKI Partner 2019 directorships
081901 TEJAS SHASHIKANT Designated 27 August View other
17
58 SHINDE Partner 2019 directorships
081901 SAHIL SHASHIKANT Designated 27 August View other

59 SHINDE Partner 2019 directorships
Organization Structure
FUTURE PLANS OF THE COMPANY
1.Draft a 5-year Plan
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Once you decide to transfer your company to your next generation, what will make the
transition a success? Companies can have a higher value when they are less dependent
on an owner to manage the business. To build a valuable company, you need basic
structure, a clear business plan and a 5-year vision, including:
● Growth targets
● Core values and principles
● Financial profit and return on investment goals
● Organizational chart for growth
● Clear position descriptions with responsibilities
● Defined management team
● Workforce enhancement programs
● Regular strategy meetings
● Customer and project goals
● Sales and marketing plans
● Investment targets and goals
2. Determine Owner Needs
Developing a transition plan starts with determining what the owner wants and needs
from the transfer. The owner’s desires must be balanced with what is fair and reasonable
for the next generation and with what will allow them to be successful.
Price
● Amount of money the owner wants from the transfer

● Worth of the business to investors
● How to pay for shares (stock transfer, loan or lump sum)
● Timing of transfer
Income
● Amount of money the owner needs

● Payments, terms, interest and timing
● Salary, benefits, perks and duration
● Dividends and profit sharing
● Investments
19
Former owner’s role
● Former owner’s involvement after the transition

● Former owner’s work schedule
● Responsibilities and activities
The next leader
● Ownership, timing and responsibility for any liabilities

● Transfer ownership to workers or family in or outside the business
● Percentage of ownership for owners, spouses and children
● Timing of succession or transition
Compensation & liabilities
● Transfer of risks and liabilities

● Pay for work and profit for owners
● Profit split for managers versus owners internally or externally
● Compensation, benefits, perks and pay for owners
● Tax consequences of transfer
● Bank line of credit, guarantees, bonding, insurance and licenses
● Long-term agreements (mortgages, leases and equipment)
● Compensation, benefits and perks for key employees
● Clear policies, standards of performance and policies for owners
3. Plan for the Future
Who is the best choice to be the new leader? Should the company hire an outside
president or transition leadership to a family member? Which family member is the best
choice to run the company? Does he/she have the drive, skills, experience and respect?
Is he/she willing to take on added liability, risk, extra responsibility, workload and long
hours? Can the new leader manage key relationships? How will important decisions be
made?
4. Put the Plan in Writing
Draft and prepare the necessary documentation, contracts and buy-sell agreements.
Don’t forget to address what can go wrong and what happens when something does go
wrong. Develop a plan to address worst-case scenarios, too.
5. Name Leadership During Transition
20
During the transition, leadership will eventually transfer to the new owners. Be sure to
address timing, levels of authority, control and decision making. Include the transition
of control, the proposed organizational chart and position descriptions, a timetable for
transition and how you will communicate the transition plan to your team. Open the
books to the next generation and explain financial management. To ensure you don’t
lose any of your valuable managers, address how you will reward and compensate them
moving forward.
6. Review the Results
Determine the factors you will review on a regular basis, and develop scorecards to
track actual results versus the plan. Include the following success factors in your
monthly analysis.
● Financial performance and accounting system and practices

● Dividends, distributions, profit sharing and return on investments
● CPA and annual audit policies
● Compensation and benefits of owners
● Develop plan for regular updates
● Create an active advisory board
Transitioning your business to the next generation is a step-by-step process filled with
emotion and tough decisions. If you want to turn over your business to your family, get
started on developing a plan for the future now.
SWOT ANALYSIS OF BRANDBUDDY MEDIA SOLUTIONS LLP

1. Determine Strengths
● How is your organization better than others?

● What advantages can your firm leverage?
● What quality or cost-effective resources are available to you but not others?
● Which factors result in definite sales?
● What do competitors consider your company’s strengths?
● What is your unique selling point?
EXPERT TIP: To gauge your strengths, a complete 360 degree view is required. This

includes how your customers, competitors, and stakeholders view you. Use our free,
editable SWOT analysis template for better results.
2. Determine Weaknesses
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● What internal processes need improvement?
● What do your customers say needs improvement?
● What factors contribute to loss of sales?
● What do competitors view your firm’s weaknesses?
● What are activities to avoid?
This is a stage where you must avoid myopia. Be realistic and generate as much data as
possible so that you don’t have to learn it the hard way.
EXPERT TIP: Again, you need a holistic view of the organization and its stakeholder to
come to a list that matters. How are you competitors doing better etc.?
3. Find Opportunities
● Are there any interesting trends that you can benefit?

● Are there any good opportunities lined up?
Opportunities can appear in different ways for example, a government policy that might
help your industry. Change in lifestyle, population and economic and social patterns.
4. Find Threats
● What are the barriers?

● Does a Government regulation can hurt your business?
● Does a technology change can make your product obsolete?
● Are competitors working on a better product/service?
● Do you have Cash-flow or bad debt issues?
Opportunities can appear in different ways for example, a government policy that might
help your industry. Change in lifestyle, population and economic and social patterns.
5. Develop a Strategy
Once you finish the online marketing SWOT analysis, it is time to translate these into
short and long term strategies. Your findings are just the tip-of-iceberg. The real work
starts now.
Where to begin? For that you need to overlap your strengths, weaknesses, opportunities
and threats with each other. This is called TOWs analysis.
TOWs analysis allows you to determine how you can use your internal strengths to
maximize opportunities and minimize threats. Similarly, you can create strategizes that
22
minimize weaknesses by taking advantage of opportunities and minimize weaknesses to
avoid threats.
Spending time to determine your capabilities is essential to your digital marketing

strategy.
Importance Of Study
The most interesting result of the technology explosion and easy access to it by
consumers is the disruption of the market and the marketing practice. The
customer today is an empowered customer, and in control of the interactive online
media, content and communication process. The power of the traditional
marketing tools and communication is diminishing and the customer has little
trust to the corporate message and brand. Technology is changing the context of
and practice of marketing: marketers are increasingly forced to operate in a
complex and changing world where they do not have any more the full control of
the media and the message. Customer behaviour is also changing: the customer is
losing trust and becomes much more critical, smart, well informed and proactive
than ever before. New knowledge, new skills and new approaches are required by
today and future marketers not only for understanding the changing and
technology enabled marketing environment but also for comprehending and
communicating with the new customer. The Marketing becomes increasingly
digital and continuous technological developments present marketers with new
challenges and opportunities: Mobile marketing, Internet of Things, Analytics,
Big Data, 3D printing, cloud computing, Artificial Intelligence, Consumer
Neuroscience / Neuro marketing are some of the most interesting and challenging
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domains where the future marketer are expected to must be able to function and
deliver. With the ultra-rapid development of digital technology and social media,
it is an enormous challenge to keep track of those developments and to use them
advantageously. That is why author felt a need to focus on this in this study.
Literature Review
A number of research papers and articles provide a detailed insight on Internet

Marketing. The findings from the literature are presented below:-
Internet marketing has been described simply as ‘achieving marketing objectives

through applying digital technologies.’ Digital marketing is the use of
technologies to help marketing activities in order to improve customer knowledge
by matching their needs . In the developed world, companies have realized the
importance of digital marketing. In order for businesses to be successful they will
have to merge online with traditional methods for meeting the needs of customers
more precisely.
Introduction of new technologies has creating new business opportunities for

marketers to manage their websites and achieve their business objectives. Online
advertising is a powerful marketing vehicle for building brands and increasing
traffic for companies to achieve success. Expectations in terms of producing
results and measuring success for advertisement money spent, digital marketing is
more cost-efficient for measuring ROI on advertisement.
24
Today monotonous advertising and marketing techniques have given way to
digital marketing. In addition, it is so powerful that it can help revive the economy
and can create tremendous opportunities for governments to function in a more
efficient manner. Firms in Singapore have tested the success of digital marketing
tools as being effective and useful for achieving results. More importantly, growth
in digital marketing has been due to the rapid advances in technologies and
changing market dynamics. In order for digital marketing to deliver result for
businesses, digital content such as accessibility, navigation and speed are defined
as the key characteristics for marketing. Other tried and tested tool for achieving
success through digital marketing is the use of word of mouth WOM on social
media and for making the site popular. In addition WOM is linked with creating
new members and increasing traffic on the website which in return increases the
visibility in terms of marketing.
Social media with an extra ordinary example Facebook has opened the door for
businesses to communicate with millions of people about products and services
and has opened new marketing opportunities in the market. This is possible only if
the managers are fully aware of using the communication strategies to engage the
customers and enhancing their experience. Marketing professional must truly
understand online social marketing campaigns and programs and understand how
to do it effectively with performance measurement indicators. As the market
dynamics all over the world are changing in relation to the young audience
accessibility to social media and usage. It is important that strategic integration
approaches are adopted in organization’s marketing communication plan. With
the above reviews we can assume that GST is a tax reform which will change the
scenario of the country as a support for this review study.
25
Problem Statement and Study Objectives
Seeing that the strength of internet & social media will not decrease the
upcoming few years this topic will be crucial to every organization. The
power of smartphones in combination with social media is a constant
expanding threat to many companies. The second big point of consideration
is related to the continuing trend of children, adolescents, and teenagers
using digital and social media more and more excessively. That is why this
study intends to focus on understanding the internet marketing and its
technique with following set of objectives:-
● What are the successful techniques of internet marketing used today?
● What is basic comparison between traditional and digital marketing?
● Which is the most preferred internet marketing approach?
● Do companies prefer internet marketing to traditional marketing?
These questions will help us predict the trends in internet marketing and
make suitable suggestions to companies.
Methodology
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The exploratory research is designed to allow an investigator to basically
look around with respect to some phenomenon, with the aim to develop
suggestive ideas. This study is exploratory in nature and includes both
quantitative and qualitative analysis. As a purpose of this study (critical
review), data have been collected on all India basis. The secondary data &
information have been analyzed for preparing this paper extensively. The
secondary data & information have been collected from different scholars
and researchers, published e-books, articles published in different journals,
periodicals, conference papers, working paper, company websites for annual
reports & CSR activity reports and their internal newsletters. The company
related data and information are used which is available publically on the
websites of the companies. This is the best/standard practice for a research
which is a critical review type. The methodology used was that of a critical
literature review.
Analysis and Discussion of Study
Internet Marketing
The Internet is a global system of interconnected computer networks. It is a

network of networks that consists of millions of private, public, academic,
business, and government networks. “Internet works thanks to combination
of a range of technologies and it is the biggest source of information
mankind has ever had for its disposal. Internet also laid the foundations of
27
more information channels than people have created until the 20th century.”
The term Marketing has many definitions. One of the most well-known
definition says that “Marketing is the social process by which individuals and
groups obtain what they need and want through creating and exchanging
products and value with others.” By connecting these two fields “We can
apply marketing principles within the internet area. This can be done mainly
by creating a web pages, internet advertising, and also marketing research on
the internet, electronic commerce etc. However internet marketing demands
a little bit different approach in certain aspects than traditional marketing.”
Simply speaking internet marketing, also referred to as online-marketing,
web-marketing, e-marketing, or i-marketing is the marketing of products or
services over the Internet. In fact, internet marketing includes the use of a
company web site in conjunction with online promotional techniques, such
as banner advertising, search engines, PPC advertising, e-mail and links or
services from other web sites to acquire new customers. Many people can
think that internet marketing is just a website with its content, but it is much
more complex. Internet marketing is interconnection among the site portal,
search engines, partner’s sites, blogs, other site linking, B2B partners,
customers, outsource partners and much more. For any type of marketing is
essential to have as large number of audiences possible, as long as Internet
marketing is concerned, the number of potential customers goes along with
the usage of internet itself.
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Note :- Rapid Growth Seen In India After Arrival Of Jio
Power of Internet / Digitization
The internet is most powerful tool in the emerging globalization. It is evident

from the examples in Table-1. These companies have understood the power
of Internet/digitization long back & now they are the biggest user of Internet.
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Different Trends/Techniques of Internet Marketing
Internet marketing plan will help define specific e-marketing objectives and develop
strategies to ensure that resources are deployed to take advantage of the marketing
opportunities provided by the Internet, and to counter its threats. E-marketing is
focused on how a company and its brands use the web and other digital media such
as e-mail and mobile media to interact with its audiences in order to meet its
marketing goals. We plowed through all the variety of marketing arenas from content
and social marketing to marketing technology, analytics and organizational
transformation, to find and establish the ultimate summary for marketing trends
2017. The various marketing trends articles of different authors and experts were
read, dissected, analyzed and summarized as below:-
● Search Engine Optimization (SEO)
In layman’s terms, Search Engine Optimization or SEO is essentially tweaking

your website so that it comes up naturally or organically for search results in
Google, Yahoo Bing or any other search engine. Google updates its algorithms
regularly so that only the relevant results come up. From that perspective,
many experts say that SEO is dead and the effort is futile. However, the truth is
that Google tries to prevent algorithm manipulation and filters sites that don’t
deserve to be on the top of SERPs (Search Engine Result Pages). So there is no
doubt you should invest in SEO work. Your website should address the
technicalities related to content and query matching, spidering, indexing, and
interpreting non-text content. Remember, it is the most cost-effective
marketing strategy that will bring organic traffic to your business.
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● Search Engine Marketing (SEM)
Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to

your business, primarily through paid efforts. Hence it is also called Paid Search
Marketing. The universe of SEM is diverse and complicated. Based on your business
structure, you may choose PPC (pay- per-click) or CPC (cost-per-click) model, or
CPM (cost-per-thousand impressions) model. There are different platforms for SEM.
By far, Google Ad Words (on Google Network) and Bing Ads (on Yahoo Bing
Network) are the most popular. SEM also includes Display Advertising, Search
Retargeting & Site Remarketing, Mobile Marketing and Paid Social Advertising.
● Content Creation
Content can be presented in different formats, including blogs, white papers, e-

books, case studies, how-to guides, question and answer articles, forums, news and
updates, images, banners, info graphics, podcasts, webinars, videos, or content for
micro blogging and social media sites. All recent changes to Google’s algorithm be it
Panda, Penguin or Hummingbird point to the fact that content is the most important
metric while filtering search results. You can be creative and create content on any
topic and then skillfully link it indirectly to your business. You may like to read our
article on how to include content and market your startup or business free of cost.
Also you need to customize your content for different platforms. For example, the
content for mobile phones should be crisp and short. Remember, an effective strategy
will engage your readers and leave them interested in more information from you.
Good content is shared and is the best way for branding your business.
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● Social Media Marketing (SMM)
Social Media Marketing or SMM is an offshoot of your SEM efforts. It involves

driving traffic to your sites or business through social sites like Facebook, Instagram,
Twitter, Pinterest, Google+, LinkedIn, etc. As we mentioned above, good content is
shared and liked. So create and customize content for different social media
platforms. Remember to be prolific and original you need to engage with users on a
daily basis, at least four to five times a day. Your SMM efforts can be especially
helpful for branding and driving sales. The tools and approaches for communicating
with customers have changed greatly with the emergence of social media therefore,
businesses must learn how to use social media in a way that is consistent with their
business plan. In order to create a successful marketing campaign via social media, a
consumer must be open to the technology.
● Digital Display Advertising
This again is a subset of your SEM efforts. You may use a variety of display
advertising formats to target potential audience - be it text, image, banner, rich-
media, interactive or video ads. You can customize your message based on interests,
content topics, or the position of the customer in the buying cycle. However note
that Digital Display Advertising is relatively costly. You need experts to drive good
ROI for business.
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● Mobile Marketing
Mobile marketing is a relatively new branch of marketing, referring to the two-way

marketing communication between company and customers that takes place via
mobile devices. The website, apps and content is being customized for mobile
devices. The mobile users are growing day by day and it is the most effective way of
marketing. Dushinski in his paper defines mobile marketing as a revolutionary tool
for connecting companies with each of their clients via their mobile devices in the
right time, on a right place and with appropriate direct message.
● Interactive Marketing
Make sure your advertising strategy engages the potential customer in a

conversation. According to a survey by ExpoTV.com, 55 percent respondents
preferred to have ongoing communications with the companies they buy from and 89
percent felt more loyal to the companies if they were invited to provide feedback.
Use tools like widgets and opt-in features to make your website interactive, solicit
feedback and track user behaviour. Engage with the customers actively and
customize offers based on their preferences and browsing activities.
● Viral Marketing
Viral is today’s electronic equivalent of old-fashioned word of mouth. Viral

Marketing is a strategy where a unique content spreads exponentially online, because
the content is appreciated, shared and liked immensely. This is a great way to brand
and drive traffic to your website. The content can take any format; all you need is to
be creative. Marketers have caught the bug and are increasingly weaving viral
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components into their marketing plans. Not only is the approach relatively
inexpensive, but also it can sometimes be more believable than standard ads.”
● Email Marketing
When you send a commercial message through email to a list of potential customers,
the strategy is called Email Marketing. With effective email marketing software, you
can maintain email lists that are segregated based on several factors, including
customers‟ likes and dislikes, and spending habits. Remember to send personalized
emails; this helps to develop trust. However, note that Email Marketing may also be
considered as spamming and there are laws against it in some countries.
● Affiliate Marketing
Affiliate Marketing is a performance-based marketing program, where you pay

publishers who bring you customers. The performance may be based on conversions
- promotions, leads or simply sales. You may like to be part of the affiliate programs
of different publishers. Essentially, the publishers will give you space in their pages
to advertise your business and help you drive conversions; and you will pay them
based on the compensation model. You may avail the help from an Affiliate
Network, which will give you a large base of publishers, and other benefits like
tracking and reporting technology. Affiliate Marketing is especially useful for
startups, as it will bring in more traffic to their business through high-traffic sites. In
essence Affiliate Marketing is a win-win situation for both the merchants and
publishers. Sites like Amazon, eBay, LinkShare and Flipkart run Affiliate Programs.
In fact, most online businesses with appreciable traffic have their own affiliate
programs.
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● Online Public Relations (Online PR)
Public Relation is significant part of modern marketing tools. Companies that do not
consider PR can loose customers. The question is how many customers they can
loose? The answer of this question is very difficult, because PR is much more
difficult to measure than for example internet advertising, however correctly realized
PR brings always some benefits to the company. Online PR has advantage over the
traditional PR in the possibility of great and fast two way communication on the
internet. Companies running an online business can develop online public relations
through publishing PR articles in online PR catalogues, press releases in online
media, by sharing videos or music containing commercial message or advertisement,
or by participating in various discussion forums concerning the related topic or pro-
ducts.
● Digital Media Planning and Buying
When a media agency researches and makes a comprehensive strategy framework,

we call it Digital Media Planning. Be it in driving sales or conversions, launching a
new brand or promoting an established brand, or changing customer behavior, the
media agency plans different platforms and formats to reach the desired audience. It
studies reach and frequency of different web-based and mobile applications. The
agency works with different partners and buys relevant space and ideas. This is
called Media Buying. In essence, Media Buying and Planning entails all the
strategies that we have discussed above.
● Web Analytics
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Perhaps, the most important aspect of your Digital Marketing is Web Analytics.
Essentially, Web Analytics helps you to collect, measure, understand, analyze, plan,
report and predict the web activities for your business. Web Analytics should not be
confused with Web Statistics. As opposed to simple reporting, Web Analytics gives
you analyses and different angles to ponder vis-à-vis your business. Some of the
important Web Analytics tools are Google Analytics, Spring Metrics, Woopra,
Clicky, Mint and Chartbeat. It goes without saying that every advertiser should
use Web Analytics to understand his business and improve the ROI and conversions.
Most Preferred Internet Marketing Approach
Ascend2 and its other research partners conducted a survey of 275 marketing
professionals in 2016 around the world. The results are shown in the below figure.
Figure :- Preferred Internet Marketing Approach

(Source: MarketingCharts.com, Ascend2 and its research partners, 2016)
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Figure shows that Email and Website constitute the most effective tactics and least
difficult to execute. In a study on “Digital Marketing Trends for 2017” invited the
views from Smart Insights reader for most important trends at a top level. A total
2,352 responses from marketers around the world were received. The respondents
were asked to give their opinion on "Select one marketing activity that you think will
give your business the biggest incremental uplift in leads and sales in 2017 (or your
clients if you work for an agency or as a consultant)”. The following statistics show
that various digital marketing activities with the greatest commercial impact in 2017.
The content marketing communities is having the highest impact on the business of
the company.
Figure :- Digital Marketing Commercial Impact

(Source: http://www.smartinsights.com)
Traditional Marketing v/s Internet Marketing
If we compare the methods of online marketing with conventional traditional marketing

practices, then there are ample areas and opportunities where online marketing is
competent and have its advantages and is always preferred over it.
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1. Unlike traditional marketing where we have to wait for stipulated time frame to
find out the response from the customers, online marketing is real time.
2. Since we can the response of the customers in real time, it is easier to track if a
particular campaign is working for the product or not and based on the feedback
marketer can made the appropriate changes in the promotional campaign in
traditional marketing this flexibility is not possible.
3. In traditional marketing it is difficult for small retailers to compete with the big
competitors in the market owing to the cost involved and strategy making
expertise whereas in case of online marketing, through a crisp website you can
reach your target audience with wider reach with better service assurance.
4. Cost involvement is another point which creates a lot of difference between the
conventional marketing techniques over online marketing; business house can
create its respective digital marketing strategy with very little cost and replace
conventional costly advertising methods such as print media, radio coverage,
television and magazine.
5. Through online marketing any business promotional idea have far greater reach
and coverage as it can be seen any part of the world via one marketing campaign
in optimal cost compared to conventional marketing campaigns and once any
marketer optimized the important word search criteria content in website then it is
a great return on investment with very marginal cost to maintain the positioning.
6. With electronic marketing, marketer can create options to stimulate their target
audience to take favorable appropriate action, visit the respective website, to
know about their products and its features and different services, by this
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mechanism customers can express their view about the product, their choice of
buying the product and corresponding feedback, which is also visible in the
website thus by this way the marketer get an effective opportunity to engage with
the customers, which is usually diluted in case of traditional mode of marketing.
7. Through online marketing brand development can be done better than traditional
mode of marketing, a well-designed website with quality information can target
the requirement of the customers and add significant value to their expectations
with creation of greater opportunities. Online marketing has the potential to
create ripple and viral effect in promotion over traditional mode marketing, for an
instance using social media networking website, email and social media channels
promulgates the content of the message to be shared incredibly quickly.
Advantages digital marketing brings for customers
With rapid technological developments, digital marketing has changed customers

buying behavior. It has brought various advantages to the consumers as given below: -
Stay updated with products or services - Digital marketing technologies allow the
consumers to stay with the company information updated. Now a days a lot of consumer
can access internet any place anytime and companies are continuously updating
information about their products or services.
Greater engagement - With digital marketing, consumers can engage with the
company’s various activities. Consumers can visit company’s website, read information
about the products or services and make purchases online and provide feedback.
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Clear information about the products or services - Through digital marketing,
consumers get clear information about the products or services. There is a little chance
of misinterpretation of the information taken from sales person in a retail store.
However, Internet provides comprehensive product information which customers can
rely on and make purchase decision.
Easy comparison with others - Since many companies are trying to promote their
products or services using digital marketing, it is becoming the greatest advantage for
the customer in terms that customers can make comparison among products or services
by different suppliers in cost and time friendly way. Customers don’t need to visit a
number of different retail outlets in order to gain knowledge about the products or
services.
24/7 shopping - Since internet is available all day long; there is no time restriction for
when customer wants to buy a product online.
Share content of the products or services - Digital marketing gives viewers a chance
to share the content of the product or services to others. Using digital media, one can
easily transfer and get information about the characteristics of the product or services to
others.
Apparent Pricing - Company shows the prices of products or services through digital
marketing channel and this makes prices very clear and transparent for the customers.
Company may regularly changes the prices or gives special.
Enables Instant Purchase - With traditional marketing, customers first watch the
advertisement and then find relevant physical store to purchase the products or services.
However, with digital marketing, customers can purchase the products or services
instantly.
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DATA INTREPRETATION TOOLS
SEO Statistics 2019
1. Better content can drive traffic to a blog by up to 2,000%.

2. Google is responsible for 96% of all smartphone search traffic, and 94% of total
organic traffic.
3. Enterprise and Mid-sized companies rely more on Technical SEO and content
development to increase and maintain search presence.
Source :- Buzzstream.com
4. 72% of marketers agree that relevancy is the single biggest factor for better SEO.
Experts agree that writing for search terms rather than simply incorporating them into
the content is pivotal for traffic.
5. Search engines drive 93% of all website traffic.
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6. About half of all searches are four words or more.
7. Two seconds is all companies get when it comes to website load time. Anything
longer increases bounce rates by 50%.
8. 18% of all local searches lead to a sale within one day. 72% of people who visit a
physical location will choose one within 5 miles of their original location.
9. Having a video thumbnail in the search results can double your search traffic
10. 90% of searchers haven’t made their mind up about a brand before starting their
search.
Source :- Hookagency.com
11. 82% of searchers will use their phone to help them make a decision about an in-store
purchase.
Source: Timb Design12. People are 15 times more likely to use the phrase ‘near me’ in
their search than they were in 2013.
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13. About ½ the websites on Google’s front page are in HTTPS. 84% of people will
abandon a purchase if they’re dealing with an unsecured website.
14. 50% of people are more likely to click on a particular brand name if that brand name
shows up more than once on the search results.
15. Video content is 50 times more likely to drive organic search results than plain text
will.
16. 2017 saw the rise of voice searchers soar to 60%. That’s a 3400% increase from
2008.
17. Google boasts an average of 63,000 searches every single second of the day.
18. Promotional ads or links should take up no more than 15% of a web page, otherwise,
they may be subjected to penalties from Google.
Source :- Wix
19. In 2015, the number one search result was clicked on 28.6% of the time. This
number has dropped to 23.5%.
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20. WordPress accounts for 27% of all websites around the world, but only about 40%
of WordPress sites are up to date.
21. Link building is the most difficult SEO tactic to perform, according to 65% of
marketers.
22. SEO has a 14.6% conversion rate compared to 1.7% for traditional outbound
methods such as cold-calling or direct mail.
23. Only 7% of searchers will ever see the third page of search results.
24. 86% of people are looking on Google maps to find directions to a location.
25. Based on the numbers, organic SEO is about 5.66 times better than paid search ads.
However, experts still recommend paid search ads if businesses don’t have the time to
invest in organic SEO.
Social Media Statistics 2019
26. Close to half the world’s population (3.03 billion people) are on some type of social
media.
27. 64% of online shoppers say that a video on social media helped them make their
decision.
28. Only 43% of online stores see significant traffic from their social media pages.
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Source :- Clutch.co
29. Acknowledgment is key: 77% of Twitter users appreciate a brand more when their
tweet is responded to. It takes about 10 hours on average for businesses to respond to a
tweet, even though customers want a response within four hours.
30. Content marketing is a top priority of B2B businesses after brand building and social
media engagement.
31. 59% of adults between 18 and 29 are using Instagram.
32. The average person spends about 20 minutes on Facebook or one in every six
minutes a person will spend online.
33. 1.57 billion YouTube users watch about 5 billion videos on average every single
day.
34. Of the 2.1 billion total accounts on Facebook, 270 million profiles are fake.
35. 86% of women will look at social media before deciding to make a purchase.
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Source :- Pew Research Center
36. While 68% of 16 – 24 year-olds follow a celebrity on social media, 70% of teenage

YouTube subscribers say they trust online influencers more than celebs.
37. 60% of smartphone users between the ages of 13 – 34 are using SnapChat.

38. 27% of users will skip a video if it plays an ad before the promised content.
39. Apps and websites use Facebook 53.1% of the time for social login opportunities,
making it easier for consumers to sign-up for products or services.
40. About ⅔ of companies with 100+ employees use Twitter as part of their
marketing. 86% of people going on Twitter are primarily searching for news.
41. CEOs on LinkedIn have an average of 930 connections.42.

42. 55% of the 178 million people on SnapChat follow some type of brand or company.
43. $90 million was spent on SnapChat ads in 2016.
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Source :- Statista
44. 80% of social media content is being accessed via mobile device.
45. 96% of people talking about companies and brands on social media aren’t actively
following those brands online.
46. 80% of millennial Pinterest users say that the platform will help them decide what to
buy.
47. 50.9% of all Twitter accounts have less than 9 followers.
48. Branded content on social media is twice as likely to interest people aged 55 – 64
than those who are 28 and younger.
49. 39% of the 500 million users on LinkedIn are paying for premium account
privileges. The average user spends 17 minutes on the site per month.
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Source:- Statista
50. 81% of millennials are checking Twitter at least once a day. The average amount of
search queries Twitter receives a day is two billion.
51. Twitter captures 29% of internet users with college degrees. Twitter users are also
more likely to make above-average incomes.
Mobile Marketing Statistics 2019
52. Marketers and advertisers are putting 51% of their budget into mobile ads.
53. Digital marketing software is projected to total more than $32 billion in 2018 with
expected revenue at $65.9 billion for mobile ads alone.
54. People are accessing 69% of their media on their smartphones.
55. 89% of people on smartphones are using apps, while only 11% are using standard
websites. Unsurprisingly, Facebook is the most popular app at 19% (measured by time
spent).
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56. Pinterest is number one for mobile social media, with 64% of referral traffic being
driven by smartphones and tablets.
57. 57% of all mobile users will not recommend a business if their mobile website is
poorly designed or unresponsive.
58. 40% of all mobile users are searching for a local business or interest.
59. Mobile websites that load in 5 seconds or less will end in a viewing session that is
70% longer than their slower counterparts.
60. More than 50% of smartphone owners will reach for it immediately upon waking
up. In other words, the early marketer gets the worm.
61. 83% of people (and likely more than that) are searching for a seamless website
experience whether checking on a tablet, phone, or desktop.
62. A mobile special or offer is 10 times more likely to be used than the same offer in
print form.
63. The amount of emails being opened up on mobile devices has grown by 180% in
just a few years.
64. Mobile ad blocking is increasing 90% year-over-year.
65. Mobile ad spend exceeded $143 billion in 2017 on a worldwide scale. It’s projected
to hit more than $247 billion by 2020.
66. Based on recent stats, it’s estimated that people will spend an average of 3 hours 23
minutes on their mobile devices in 2018.
67. There has been an increase in smartphone app usage from age 45 and above.
68. 31% of people will wait until they’re on a desktop to make a purchase if they see a
product they want in an email. 22% of people will visit the business’ mobile store.
69. 73% of people describe ads taking over the entire screen as ‘highly annoying.’ Ads
that appear on their computer and then again on their phone took second place when it
came to annoying ad experiences.
70. 55% of companies are building apps primarily to drive sales, while 50% are building
them to improve a customer’s online experience.
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Source :- MarketingCharts.com
71. Location-specific ad campaigns are 20 times more effective than traditional banner

ads.
72. Apple users spend an average of $114 when it comes to orders made from their
smartphones. Android users are only spending $89 on average.
73. Smartphone bounce rates are 37% compared to only 28% for tablets.
74. 40% of mobile users say they’ll spend more money with a company if they receive
a personalized coupon.
75. 86% of consumers say they would appreciate mobile offers from a company while
they’re physically shopping in that company’s store.
76. 53% of all paid-search ads are completed via a mobile device.
77. Offline spending that’s been influenced by some type of mobile experience has
already exceeded $1 trillion.
Content Marketing Statistics 2019
78. Content marketing gets three times more leads than paid search advertising.
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79. Content creation leads to 434% more indexed pages than websites without updated
content. The key is to create as many pathways around the web for customers to find
you.
Source :- MarketingCharts.Com
80. Audience relevance is number one when it comes to content effectiveness at 58%,

but compelling storytelling takes a strong second place at 57%.
81. 63% of marketers are creating content with buyer persona in mind above all else.
82. 97% of marketers are using prescriptive content, meaning they’re laying out a
foundation of rules and strategies to follow when it comes to creation.
83. 38% of marketers are publishing content at least once a week.

84. B2B marketers are convinced blogging is their most important type of
content (43%) while B2C marketers are convinced visual content is more important
(45%).
85. When it comes to delivering content and securing audience engagement, LinkedIn is
the most effective social media platform at 82%. Twitter took second place at 66%.
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86. Unsurprisingly, B2B companies utilize LinkedIn 94% of the time and Twitter at
87% of the time.
87. 25% of marketers do not outsource their content creation. 45% of content creation is
done on an ad-hoc basis.
88. Guest or non-paid contributor posts accounted for 57% of outsourced business
blogs.
89. 60% of B2B marketers say they have a difficult time coming up with content that
will engage their audience.
90. 45% of marketers rate their interactive content as either extremely or very effective.
Interactive content includes assessments, calculators, quizzes, or contests.
91. B2C marketers use live video at a rate of 30% compared to B2B marketers at 24%.
92. 76% of buyers are willing to share their information in exchange for white papers.
Ebooks took second place with 63% willing to share their info.
93. 63% of marketers say their biggest content challenge is driving traffic and

generating leads.
94. Only 30% of marketers say their content strategy is effective.
95. 47% of buyers viewed at least 3 to 5 pieces of content before deciding to speak with
a sales rep.
96. Visual assets are the single biggest content contributor when it came to social media
(85%) in 2017.
97. 42% of companies have a designated content strategist executive to ensure all
content is meeting branding expectations and being released at the right time.
98. 71% of companies have a team that will ensure proper blogging conduct, audience
reaction, etc.
99. And yet, 70% of businesses can’t seem to consistently integrate their content
correctly to maximize sales.
100. 37% of companies recently polled claimed they planned to increase their content
marketing budget, while 46% of companies said it would stay the same.
101. 87% of B2B audiences will give more credit to content with an industry expert’s
opinion over general advice.
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102. The top three content marketing tactics are blogging (65%), social media (64%),
and case studies (64%).
103. The most sophisticated B2B marketers allocate 42% of their total marketing
budget to creating content.
Email Marketing Statistics 2019
104. If you’re hoping to get a high open rate, your best bet is to send email on
a Tuesday.
105. Recipients are about 14% more likely to open an email if it’s a part of a segmented
campaign vs. traditional email.
106. Active email accounts are expected to hit 5.6 billion by the time 2019 rolls around.
Gmail alone accounts for one billion subscribers.
Source :- SmartInsights.com
107. When it came to specific industries, pets and animal care took the number one
spot for opened email at 22.1% in 2016.
108. Women who open an email on a desktop are more likely to convert via a tablet,
while men will convert via a phone (both are equally likely to convert though).
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109. 56% of brands using an emoji had a higher open rate than those that did not.
However, emoji use has increased by 775% from 2015 to 2016, meaning that reader
burnout may be o the horizon.
110. Video emails see click-through rates that are 96% higher than non-video emails.
111. About 49% of businesses use some form of email automation.
112. Using the words ‘thank you’ in a subject line will net higher-than-average open
rates.
113. Apple products account for about 90% of all mobile email opens. (This is likely
because Apple will display content by default while other device manufacturers will
not).
114. Only 17% of B2B purchasers are looking to use an online chat feature. They would
much prefer using email to get in touch with a distributor.
115. Email marketing has an average return rate of $38 for every $1 spent.
Source :- Adobe.com
116. Spam email is more likely to bypass security filters today than it was in the recent
past.
117. 28% of consumers state they’d like to see promo offers more than once a week.
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118. Email is the number one channel when it comes to sharing content. Readers
are three times more likely to share via social media if they originally receive via email.
119. 23% of companies aren’t tracking what a consumer does after clicking through an
email.
120. A personalized email message will increase transaction rates up to six
times compared to a generic message.
121. About 67% of all online shopping carts are abandoned. Thankfully, sending an

email about an abandoned cart has a 40.5% chance of being opened, which can remind
buyers of their original interest.
122. Only 4% of email marketers use a layered targeting strategy.

123. About 70% of people over the age of 45 were susceptible to humor in a subject line
(when appropriate). Humor is not as likely to work on younger people.
124. Email etiquette was an important factor for 80% of people when deciding whether
or not to respond to the message. The biggest faux pas was grammatical errors.
Source :- Pinpointe
Blogging Statistics 2019
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129. Blogs with images receive 94% more views than blogs that are text only. Blogs
with videos can increase organic search results by up to 157%.
130. To maximize their traffic, marketers should aim to post at least 16 blogs a month.
This strategy nets 3.5 times more response than posting less than 4 times a month.
131. Most experts agree to maximize SEO, a blog post should be between 1,000 and
1,500 words.
Source :- OrbitMedia.com
132. Marketers will get the best results by crafting interesting titles that are between 6
and 13 words long. 80% of blogs will send out email newsletters as a way of reinforcing
their content.
133. Just over half of companies (52%) aren’t using a formal editor for their blogs.
134. People are only spending about 37 seconds on a blog post. They’re skimming
through to find the most relevant content.
135. As such, the desire for condensed infographics has steadily increased. B2B
marketers especially have embraced this trend, jumping from 50% utilization to 58% in
a single year.
136. 29% of top marketers will make a plan on how to reuse their content. This includes
posting altering old content to meet new customer needs.
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137. 61% of readers will make a purchase based on a blog’s recommendation. How-to
posts typically net the best response rates.
138. Posting daily on a blog can net a business five times more traffic than one that does
not.
Source :- OrbitMedia.com
139. 73% of B2B companies will blog case studies, another form of blogging that
professionals respond to.
140. Your engagement rates will increase by 28% if you invest in professionally written
content alongside video product demos or similar information. The top 5% of
videos will hold 77% of the viewer’s attention for the duration.
141. When it comes to the sheer numbers, viral blog posts tend to invoke astonishment
or awe from the reader (25%). Humorous blog posts take second place at 17%.
142. 81% of internet users agree that blog posts are trusted sources for information or
advice.
143. Updating an old blog with new information can increase the effectiveness of
your search results by 74%. Yet only 55% of marketers will use this strategy.
57
144. In 2017, the average length of a blog post was 1,142 words. In 2016, it was 1,054
words.
145. WordPress is the impressive home to more than 75 million blogs. According to
their records, March was the biggest month for blog views in 2017.
Source :- WordPress.com
146. The number of inbound links for a company can increase by up to 97% if they have
a blog.
147. Audiences consider more than 60% of blog content either poor or irrelevant, so it’s
important for marketers to find information that speaks to their audience.
148. An odd-numbered listicle will outpace an even-numbered one by 20%. More than a
third of internet audiences (36%) prefer formal list-based articles to solid text blocks.
149. Merely altering a headline can potentially increase click rates by up to 10%.
150. 55% of bloggers are routinely checking their analytics. Page views are still the
number one metric, followed by the number of shares or likes, and then time spent on
page.
151. 61% of effective B2B bloggers will meet with their content team at least once a
week.
58
152. About one in ten posts are compounding, meaning their traffic increases over time.
These compounding posts will generate up to 38% of all blog traffic.
153. Better content can drive traffic to a blog by up to 2,000%.
Digital Marketing Fun Facts
✔ 20% of people will read the text on a page, but 80% of people will watch a video.
So if you’re reading this, you’re in the minority.
✔ Emails with no subject lines (from legitimate sources) were so intriguing that they
were 8% more likely to be opened than an email with one.
✔ If you’re looking for the country with the most Facebook users, you’re going to
have a look past the spot where it was created to the highly populated country of
India. With 250 million users, this country has embraced social networking.
✔ About eight new LinkedIn groups are created every week. These specialty groups
are excellent places for niche companies to find their audience.
✔ Just a few years ago, the fastest growing group on Twitter was grandparents.
✔ Only 17% of B2B purchasers are looking to use an online chat feature. They
would much prefer using email to get in touch with a distributor.
✔ 69% of people will read their email while watching television, while 57% of
people will read it in bed.
✔ 78% of marketers believe that custom content is where the industry is headed.
This means that customer experiences will ideally be as one-to-one as possible.
✔ The average business professional is sending and receiving 121 emails a day!
That’s an awful lot of information to ignore.
✔ Tweets with images get 150% more retweets than those without.
Limitations Of The Study

59
Based on this study, it can further be argued that knowing which social media sites a
company’s target market utilizes is another key factor in guaranteeing that online
marketing will be successful. The effectiveness of Internet marketing with respect to
different business can be analyzed. The study can further be extended to compare the
internet marketing techniques with specific to various businesses.
REFERENCE
60
Primary Source :-
www.zaubacorp.com
www.quickcompany.in
Secondary Source :-
https://www.researchgate.net/publication/
328253026_A_Critical_Review_of_Digital_Marketing
Salman Aslam
Salman Aslam is the Founder & CEO of Omnicore, a leading Healthcare Digital
Advertising & Marketing Agency helping clients across the globe. You can follow him
on Twitter for tweets and rants about latest news, tips and advice on digital marketing.
https://www.omnicoreagency.com/digital-marketing-statistics/
BIBLIOGRAPHY
Bibliography
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(1996), “Organizing for digital
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Chaffey. D (2013), “Definitions of
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advertising in social media:
62
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and
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Controversy, and Finding
Balance”,
San Francisco: Common Sense
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mix”,
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Yong Tan (2013), “Impact of Blogs
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February 16.
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Felt, L. J., & Robb, M. (2016),
Balance”,
Media.
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Giedd, J. N., & Chief, M. (2012),
Elsevier Inc.
pp.185-194.
73
mix”,
4, , Pages 357–365.
AJ Parsons, M Zeisser, R Waitman (1996), “Organizing for digital marketing”,
McKinsey Quarterly.
A Munshi, MSS MUNSHI (2012), “Digital matketing: A new buzz word”,

International Journal of Business Economics & Management Research
Chaffey. D (2013), “Definitions of E-marketing vs Internet vs Digital marketing”,

Smart Insight Blog, February 16.
Chu, Shu-Chuan (2011), “Viral advertising in social media: Participation in
Facebook groups and responses among college-aged users.” Journal of Interactive
Advertising
74
Cha, Jiyoung. (2009), “Shopping on Social Networking Websites: Attitudes
towards real versus virtual items.” Journal of Interactive Advertising
Cetină. J, Cristiana. M, Rădulescu. V (2012), “Psychological and Social Factors

that Influence Online Consumer Behavior”, Procedia - Social and Behavioral
Sciences
Felt, L. J., & Robb, M. (2016), “Technology Addiction: Concern, Controversy, and
Finding Balance”, San Francisco: Common Sense Media.
Fred Palumbo, Paul Herbig (1998), "International marketing tool: the Internet",
Industrial Management & Data Systems, Publisher: MCB UP ltd.
Giedd, J. N., & Chief, M. (2012), “The Digital Revolution and Adolescent Brain
Evolution:, Elsevier Inc.
G. Reza Kiani, (1998), "Marketing opportunities in the digital world", Internet

Research,
Glynn Mangold, David Faulds (2009) , “Social media: The new hybrid element of
the promotion mix”, Business Horizons,
Guoying Zhang, Alan J. Dubinsky, Yong Tan (2013), “Impact of Blogs on Sales
Revenue”, International Journal of Virtual Communities and Social Networking
75
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76

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A CRITICAL EVALUATION OF DIGITAL MARKETING :

BRANDBUDDY MEDIA SOLUTIONS LLP

A INTERNSHIP PROJECT SUBMITTED TO THE

UNDER THE GUIDANCE OF

This Is To Certify That Mr Tushar Raj

Prof. Pallavi Diwan Prof. Haridas

NAME OF THE PROJECT GUIDE NAME OF THE DEAN

MIT WPU SCHOOL OF COMMERCE MIT WPU SCHOOL OF COMMERCE

Date :- May25, 2020

Signature and Name of the Student

Date: 25 May 2020

I express my deep sense of gratuity and sincere feelings of obligation to my project

Place :- Pune Thanking You

2. General Instructions From College 8

3. Role Of Project Supervisor 9-10

4. Internship DO’s 10-11

5. Internship DONT’s 11-12

6. Layout & Format Of Project Report 12

9. Future Of The Company 18-21

10. SWOT Analysis 21-23

11. Importance Of Study 23-24

12. Literature Review 24-26

13. Problem Statement and Study Objectives 26-27

15. Analysis and Discussion of Study 27-41

18. Reference & Bibliography 61-62

INTERNSHIP DO’S (For Students)

• Do meet with your internship supervisor regularly (Dept/Company Guides). This

• Do find a mentor within the internship organization if you can. It doesn’t have to

INTERNSHIP DONT’S (For Students)

LAYOUT AND FORMAT OF PROJECT REPORT:

FORMAT OF THE REPORT:

B. BODY OF THE REPORT:

Marketing is a restless, changing, and dynamic business activity. The role of

Electronic commerce refers to any market on the internet. The electronic

Brandbuddy Media Solutions LLP is a Limited Liability Partnership firm incorporated on 27

Company Details :- CIN AAQ-3901

Directors of BRANDBUDDY MEDIA SOLUTIONS LLP

Director Name Designation Date Of

TEJAS 27 August 2019

SAHIL 27 August 2019

Company Name BRANDBUDDY MEDIA

Company Status Active

Main division of business activity to Other Business Activities

Description of main division Other Business Activities

Number of Designated Partners 3

Date of Incorporation 27 August 2019

Age of Company 0 years, 8 month, 30 days

Director Name Designation Appointment

053378 ASHISH MANIKCHAND Designated 27 August View other

081901 TEJAS SHASHIKANT Designated 27 August View other

081901 SAHIL SHASHIKANT Designated 27 August View other

FUTURE PLANS OF THE COMPANY

1.Draft a 5-year Plan

2. Determine Owner Needs

● Amount of money the owner wants from the transfer

● Amount of money the owner needs

● Former owner’s involvement after the transition

The next leader

● Ownership, timing and responsibility for any liabilities

Compensation & liabilities

● Transfer of risks and liabilities

3. Plan for the Future