PROJECT REPORT

on

A STUDY ON DIGITAL MARKETING AND IT’S IMPACT ON

REVENUE GENERATION

BY

Manoj M

1NZ18MBA49

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BENGALURU
In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Dr. Sheelan Misra

Head of Department

2018 - 2020
 CERTIFICATE

This is to certify that Manoj M bearing USN 1NZ18MBA49, is a

bonafide student of Master of Business Administration course of the
Institute 2018-20, autonomous program, affiliated to Visvesvaraya
Technological University, Belgaum. Project report on “A Study on
Digital Marketing and It’s Impact on Revenue Generation” is
prepared by him/her under the guidance of Dr. Sheelan Misra, in partial
fulfilment of requirements for the award of the degree of Master of
Business Administration of Visvesvaraya Technological University,
Belgaum Karnataka.

Signature of Internal Guide Signature of HOD Principal

Name of the Examiners with affiliation Signature with date

1. External Examiner

2. Internal Examiner
 DECLARATION

I, Manoj M, hereby declare that the project report on “A STUDY ON DIGITAL

MARKETING AND IT’S IMPACT ON REVENUE GENERATION” with reference to “
Skynet Creations” prepared by me under the guidance of Dr. Sheelan Misra faculty of M.B.A
Department, New Horizon College of Engineering.

I also declare that this project report is towards the partial fulfilment of the university
regulations for the award of the degree of Master of Business Administration by Visvesvaraya
Technological University, Belgaum.

I have undergone an industry project for a period of Eight weeks. I further declare that this
report is based on the original study undertaken by me and has not been submitted for the award
of a degree/diploma from any other University / Institution.

Signature of Student
Place:
Date:

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 Skynet Creations
D No. 722/45,
2nd Main, LIC Colony,
Vidyanagar, Davangere,
Karnataka – 577005
081922 62332

Date: 15 February 2020

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Manoj M has successfully completed his internship in A Study on
Digital Marketing and It’s Impact on Revenue Generation at Skynet Creations. The period
of internship was from 23 December 2019 to 15 February 2020.

His conduct and behavior during this internship period was very professional and he
successfully completed all the tasks assigned to him in time.

We wish him all the best in his future endeavors.

Warm regards,

Srinivas

SEO Specialist
 ACKNOWLEDGEMENT

The successful completion of the project would not have been possible without
the guidance and support of many people. I express my sincere gratitude to
Srinivas, SEO specialist, Skynet Creations, Davangere, for allowing to do my
project at Skynet Creations.

I thank the staff of Skynet Creations, Davangere, for their support and guidance
and helping me in completion of the report.

I am thankful to my internal guide Dr. Sheelan Misra, for his constant support
and inspiration throughout the project and invaluable suggestions, guidance and
also for providing valuable information.

Finally, I express my gratitude towards my parents and family for their

continuous support during the study.

MANOJ M
1NZ18MBA49

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 TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Executive Summary 4-5

2 Theoretical Background Of The Study 6-11

3 Industry Profile &Company Profile 12-17

4 Application Of Theoretical Framework 18-40

Analysis And Interpretation Of Financial

5 41-49
Statements And Reports
Learning Experience- Findings,
6 51-53
Suggestions And Conclusion

7 Bibliography 54

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 Executive Summary
“A study on Digital Marketing and its impact on revenue generation with reference to Skynet
Creations”

Digital marketing is marketing that makes use of electronic devices (computers) such as
personal computers, smartphones, cell phones, tablets and game consoles to engage with
stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail,
apps (classic and mobile) and social networks.

Skynet Creations has emerged as one of the best online media companies in the Indian
marketplace. The company offers a plethora of services in all online media platforms. The
offerings include marketing and consulting on Facebook, Twitter, LinkedIn, YouTube, and
Google. Though the company was started only two years ago, it is way ahead of most of
competitors through its relentless pursuit of perfection and enormous amount of creativity
which they put in their work. The firm worked with multiple brands on social media and
currently have 4 out of Top 30 brands in Facebook India.

Skynet Creations started in 2015 as a full-service professional web design firm specialized in
responsive website design and development in Davanagere. In 2016 company expanded its
wing to Web Based Software Development.

Skynet Creations is a Davanagere’s No.1 Web Solutions Company which offers cost effective
quality Service to various clients by providing solutions to their business strategies using World
wide web. From domain booking / registration to website hosting, from custom web designing
of HTML or Flash sites, multimedia presentations, portals, vortals to maintenance and backend
services.

The project was in the marketing department of Skynet Creations. The project was “A study on
digital marketing and its impact on revenue generation with reference to Skynet Creations”.
This report will help to get an idea about digital marketing and how the digital marketing has
impact on revenue generation for digital marketing companies and with reference to Skynet
Creations. Through this study we will see how online media companies emerging how they
are generating revenue and how they are growing economically and revenue generation models
of online media companies particularly reference to Skynet Creations.

Main findings of this internship are given here. Indian customers are highly information
seekers. They collect more information about a product before buying it. Internet penetration

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in India is key player for this phenomenon. Most of Indians are getting stimulus through
advertisements, but they are not reaching to end phase of customers purchase journey, mainly
in high involvement purchases. Brands are getting more touch point to reach their target group
in this digital era. More details about findings are given this report.

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 Chapter 1

Theorical Background of the study

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To begin with, as a part of the curriculum a summer internship programme was to be conducted
for a period of two months. Given a choice one was allowed to choose the field in which he/she
was interested. As my interest and curiosity was in online or digital marketing, I choose to
work with a start-up company named Skynet Creations, I choose the start-up company because
with start I can explore myself and why digital marketing? Because it is booming industry, the
growth of digital marketing is tremendous and expected to grow more. Due to this summer
internship, I learnt every aspect of digital marketing include (business development process,
content writing, social media) Marketing practices have dramatically shifted with the rise of
social media and proliferation of devices, platforms, and applications. Your prospective and
current customers are trying to communicate with you, and you can listen and respond faster,
and with more personalization than ever before. This shifting environment presents new
opportunities and challenges for marketers. With digital marketing, it's easy to fall behind.
Digital marketing equips you with the tools you need to assess your organization’s social media
and digital marketing strategy and helps you identify areas of improvement. Useful for
individuals from small- to medium-sized businesses who want to use new media as a vehicle
for growth. Organizations are leveraging digital marketing methods for successful marketing
strategy implementation inbound marketing through publishing content online in the form of
portals, podcasts, e-journals, online campaigns, social media marketing, search engine
optimization and outbound marketing including email marketing and others.

Digital Marketing
Digital marketing is the component of marketing that utilizes internet and online based digital
technologies such as desktop computers, mobile phones and other digital media and platforms
to promote products and services.

As digital platforms became increasingly incorporated into marketing plans and everyday life,
and as people increasingly use digital devices instead of visiting physical shops, digital
marketing campaigns have become prevalent, employing combinations of search engine
optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing,
content automation, campaign marketing, data-driven marketing, e-commerce marketing,
social media marketing, social media optimization, e-mail direct marketing, display
advertising, e–books, and optical disks and games have become commonplace. Digital
marketing extends to non-Internet channels that provide digital media, such as television,
mobile phones (SMS and MMS), call-back, and on-hold mobile ring tones.

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Recent Trends in Digital Marketing
Technology continues to advance at a rapid pace, so of course, some of these trends are focused
around technology. However, there’s also a pushback against the increased digitization and
automation of interactions between brands and consumers, and a desire to make marketing
more human again. While technologies such as AI and data-driven marketing will certainly be
big trends for 2020, the overarching focus will be on people, not technology.

1. Customer Experience
The growth of online content has given consumers more power. They are no longer
a passive party when it comes to learning about products. They’re not waiting for
you to tell you how great your products are. Instead, they’re going out and doing
their own research. So, you have to offer them something more than information.
2. Visualization
With the explosion of smart speakers and voice search in recent years, you’d be
forgiven for thinking that “readable” content is more important than visuals and
design these days.
3. Personalization
Increased data collection and advancements in technology have already had a huge
impact on the level of personalization that is possible and on what consumers expect
from their interactions with brands.
4. SERP Position Zero & Featured Snippets
SEO will continue to be an important aspect of digital marketing as we move into
2020, but we’re now seeing one of the most major shifts in the SEO industry in the
last decade.
With the growth of mobile and voice search, people are changing the way they use
search engines like Google. Being number one in the search engine result pages or
SERPS is no longer necessarily the primary goal your business should be aiming
for.
This on-SERP information may appear in various places, but the most sought-after
position is right at the top of the page, before the organic listings. This position has
been dubbed “position zero”. As it’s often the only information that a searcher will
view, it’s highly coveted. Over 60% of search results returned by Google are now
position zero search results.

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 5. AI-Based Automation
We’ve already seen huge advancements in AI over the last few years, and a great
increase in the number of businesses using AI-powered technology and automation
to assist their marketing efforts.
AI is one of the major technologies behind voice search and smart assistants. It’s
also made chatbots possible, which are now popping up on more websites than ever
before.
AI technology and automation are helping to take some of the grunt work out of
marketing so brands can concentrate on strategy and crafting a fantastic customer
experience.
6. Focus on Customer Retention, Loyalty and Advocacy
Loyal customers also help to increase the reputation and awareness of your brand
as they’ll talk about your company and products with their friends and family.
Happy customers make great (and free!) brand ambassadors and influencers.
7. Live Video
When the live element is added, this makes video more engaging as the audience
feels they’re a part of it and can influence the content, rather than just passively
watching. Live video is great for grabbing the attention of your social audience on
Facebook or Instagram.

Title
A Study on digital marketing and its impact on revenue generation, with reference to
Skynet Creations

Need of the study

Advertising is normally done by a third party known as advertising agency. An advertising
agency is a service-based business dedicated to creating, planning, and handling advertising
for its clients. An ad agency is independent from the client and provides an outside point of
view to the effort of selling the client's products or services. An agency can also handle overall
marketing and sales promotions for its clients. Types of ad agencies are
➢ Full-service agencies

➢ Creative agencies

➢ Specialized agencies

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 ➢ In-house agencies

➢ Digital agencies or new media agencies

This report is completely discussing about digital or new media agencies. There was a time
when Television was the most popular medium for Marketer to promote, spread awareness and
generate leads for their products but now the trend has changed and Digital media has taken its
place. Main reason for this change was
➢ Traditional methods are expensive. Compared to digital marketing channels, you could
end up spending lakhs of rupees more.

➢ Traditional marketing channels fail to provide instant feedback and reports about who
saw or heard an ad, and took action. This data is collected long after the initial ad
impression is made (and still then, the statistics are far from exact numbers).

➢ Digital marketing, on the other hand, refers to marketing methods that allow
organizations to see how a campaign is performing in real-time, such as what is being
viewed, how often, how long, as well as other statistics such as sales conversions.
The digital landscape is moving at a lightning fast pace. Every industry has been affected
by the advances in digital. Digital marketing is an essential part of this for companies who
want to utilise the power of the internet in order to boost business. The tremendous scope
of Internet Marketing in India, we have to understand that marketing through the internet
can be an entirely different ball game. In fact, it is a potent combination of technology and
marketing acumen.

Digital Marketing like traditional form of marketing is a highly result driven and set
objective practice. One can’t begin a digital marketing campaign without setting the
campaign objectives. A digital marketer understands the needs of the clients and visualizes
their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the
statistics:

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand
13% post updates about brands they have connected with
56% said they would recommend a brand after becoming a fan on Facebook
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 34% of digital marketers have generated leads from Twitter
so, as a marketing management student it's very essential to research on known such an
important marketing tool and study on its impact on revenue generation will help you to
about how marketing agencies performing.

Scope of the project:

1. To understand the digital marketing models.
2. To understand marketing effectiveness.
3. To understand how digital marketing campaign's takes place.
4. To understand how digital marketing agencies works and generating revenue.
5. To understand how digital marketing has impact on revenue generation.

Limitations of this project

1. The time span for the project is limited.

2. This revenue generation model completely with reference to Skynet Creations
3. Time of campaigns for some client is more than three months.
4. Advertising expenditure of some companies is confidential so it can’t be revealed

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 Chapter 2

Industry Profile & Company Profile

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Industry Profile
With the utilization of the internet, Digital marketing has become essential with the internet
being accessible by all and forming opinions and their buying decisions on the basis of what
they read online. While every single industry is battling with a growth rate of 5 to 10 %, the
advanced media industry is going high with 40% development rate. Such reports are sufficient
to advise the place to digital marketing in next couple of years.

Digital Marketing is developing at a fast pace in India. As the web clients are expanding step
by step, web-based business industry is additionally on a hike. Organizations are moving their
promotion spending plan from customary advertising to advanced digital marketing. A brand
can no longer afford to ignore or under weigh the game of social media marketing or SEO
analytics. The brands have realised that the consumption of information has changed; it has
shifted from print and TV to the Internet. Even the medium of consumption has seen a shift-
people are now consuming maximum information on their mobile phones and to reach them
on their handsets, digital marketing is the definite way.

As per IBEF.org (India Brand Equity Foundation), India’s digital advertisement market is
expected to grow at a compound annual growth rate (CAGR) of 33.5 per cent to cross the Rs
25,500 crore (US$ 3.8 billion) mark by 2020

The Internet’s share in total advertising revenue is anticipated to grow twofold from eight per
cent in 2013 to 16 per cent in 2018. Online advertising, which was estimated at Rs 2,900 crore
(US$ 435 million) in 2013, could jump threefold to Rs 10,000 crore (US$ 1.5 billion) in five
years, increasing at a compound annual rate of 28 per cent.

The global digital marketing landscape is growing relentlessly. One of the major factors
influencing the growth of digital marketing is its ability to track and monitor the outcome of
spending on digital marketing efforts. Unlike traditional methods, companies do not wait for
their revenue number to increase and show the success of their promotional efforts. Instead via
the number of likes, share, comments, and virality of their advertising campaign, brands
successful apprehend their sales figure for a specific duration. Much of this market’s growth
can be attributed to the fact that these platforms are interactive for users.

Digitalizing lifestyles of the middle-class population, growing use of internet, mobile and
social media are one of the major factors responsible for the growth of digital marketing

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globally. Users are continuously shifting towards digital media are additionally providing
purpose to market growth.

Future growth in this market will mostly be by the use of mobile devices. It is the most preferred
digital media platform. The best approach to digital marketing stages is reasonable for clients.
Client engagement rate of these campaigns is moderately higher than other advertising
methodologies.

Porter’s Five Model Analysis of Digital Advertising Industry:

Porter’s model will help analysis the industry and understand where the power lies in the
business. Here I am using porter’s model to understand digital advertising industry in India.
Generally, in the Indian advertising industry, contracts are long termed, and customers are
likely to keep going back to the same advertiser so long as results were obtained the first time.

1) Threats of New Entry

➢ Full-service agencies have high demand in Market.
➢ Lack of getting efficient work force is a threat in digital advertising.
➢ Cost of setting up a digital agency is low. But agencies need to invest a huge amount
in backend function like technology.
➢ Getting clients in the initial stage is a bit difficult, because clients will usually look
the past experience of agency.
➢ Government regulations in the digital advertising are low. While comparing with
M&E industry.
2) Bargaining power of suppliers
➢ Lot of suppliers are there, but some suppliers who have high reach and affinity will
charge high price for placing ads in their portals.
➢ Real time bidding will lead to increase the demand of some portals.
➢ Bargaining power of suppliers, who provide data and information are very high.
➢ Seasonal campaigns put pressure on supply side to charge high.
➢ Employee or work force with proper knowledge is limited.
3) Bargaining power of buyers
➢ Buyer are the clients of agencies, basically buyers are high idea seekers.
➢ Clients will choose agencies which have good experience in industry.
➢ Clients like long term relationships with agencies, so they also try to adjust with
agencies.

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 ➢ Clients can ask agencies to change pattern of campaigns at any time.
➢ Clients like MNC’s have high power over agencies, but SME’s will satisfy with
performance of agencies.
➢ Backward integration by buyers is not possible.
4) Threats of substitutes
➢ No. of substitutes is high, substitutes include Print media, TV, OOH and Radio.
➢ Substitutes are too popular among buyers. They had high demand in past years.

➢ Main competitor for Digital advertising is TVC, but trends are now changing
FICCI-KPMG report of 2014 showing growth of digital is very high while
comparing with others media.
➢ But media consumption through radio is increasing now.
5) Rivalry by existing competitors
➢ At present competitors are low, but it can be increase in future. Because lot new
players are coming to the industry.
➢ Existing competitors have high profile clients and clients loyal toward them.
➢ Most of the traditional agencies are now concentrating in digital also.
➢ Existing firms in the Industry are creating variety and unique campaign for clients.
➢ Most of the firms have efficient backend support in technology.
➢ Existing firms have the expertise manpower and firms giving good remunerations
to employees. So, employees are loyal towards employers.
➢ Some firms are popular due to execution of innovative campaigns.

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Company Profile
Skynet Creations started in 2015 as a full-service professional web design firm specialized in
responsive website design and development in Davanagere. In 2016 company expanded its
wing to Web Based Software Development.

Skynet Creations is a Davanagere's No.1 Web Solutions Company which offers cost effective
quality Service to various clients by providing solutions to their business strategies using World
wide web. From domain booking / registration to website hosting, from custom web designing
of HTML or Flash sites, multimedia presentations, portals, vortals to maintenance and backend
services.

Vision
At Skynet Creations, we aspire to be Premier Company in IT, Branding and Multimedia
services sector across the world. To achieve that end, we commit to: Intensely focus towards
customers to attain their categorical requirements.

Mission
Fulfils the needs and Exceed the expectations of the Clients’ is the mantra that we passionately
follow at Skynet Creations. To attain our objective, we will formulate proficient as well as
result-oriented web, branding and digital media solutions. The strategies and solutions will be
equally complemented with our outstanding, devoted and round-the-clock support services.

What they do
Skynet Creations Davanagere provide a proven solution across many verticals. These products
will just note only meet your requirements but also helps you to excel in your business domain.
More than 90% of Skynet Creations clients reward the company’s delivery model, reliability,
passion, creativity, and unique ability to handle the broadest range of their IT needs, by
continually extending their partnerships with us. Skynet Creations is relentlessly working on
the emerging and futuristic technologies in order to create the most sought-after tech solutions
that offer meaningful differentiation for its clients.

Skynet Creations services entitle Web Designing, Wed Development, Web Hosting, Digital
Marketing, SEO optimization, App development, Ecommerce website design, Responsive
website design, Content Management System.

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 Chapter 3

Research Methodology

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The research design and methodology is presented as follows
Data collection:
• The task of data collection begins after a research problem has been defined and research
design has been chalked out.
• While deciding about the method of data collection to be used for the study, the research
should keep in mind two types of data viz. Primary and Secondary.

Sources of data
Primary data:

The observation method is the most commonly used method. Data pertaining to digital
marketing process and most of information is collected from project guide in the company.
Questionnaire method is also very widely used in order to give a structure to the entire study.

Secondary data:

Secondary data is collected from already existing sources in various organization broachers &
records. Secondary data for the study were collected from the magazines, websites & other
previous studies. To meet the objectives, the study used qualitative research. The descriptive
study was done through review of existing literature that helped in validation and extraction of
the important variables and factors. Data was collected from secondary sources. Secondary
sources were magazines, websites, books, office executives, and company data.

Literature Review
1. Neelika Arora 32has published research article entitled “Trends in Online Advertising” in
advertising Express, Dec2013.

The global online advertising revenues are expected to touch US $10bn by 2015. In India, the
revenues at present are estimated to be Rs.80 cr. and are expected to increase six times more
within the next five years. In India, Internet as a medium is accepted by a wider industrial
segment that includes automobiles, telecom, education, banking, insurance, credit cards,
FMCG (Fast Moving Consumer Goods), apparel/clothing, durables, media, business services
and tourism. Out of these, it is estimated that the banking, FMCG and insurance sectors
together account for 45% of the total advertising spend. In comparison to this, automotive,
travel and retail spend 37% of the total advertising revenue and financial service companies

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spend 12% only. Some of the top spenders in India are automobiles, followed by brands like
Pepsodent, Kelloggs, Cadbury, HDFC (Housing Development Finance Corporation Ltd.) loans
and Sunsilk. In addition to these the early adopters in the field of finance and IT are also
increasing their spending. Globally, the trend is that almost 60% of the revenue goes to five
firms- Goggle, Yahoo, Microsoft, AOL (America Online Launchers), and Overture.
Approximately, 90% of the Goggle revenues come from advertising. In India, portals like
indiatimes.com, exchange4media.com, rediffmail.com, agencyfaqs.com etc are attracting
major online spender. This article explains demographic profile of Indian users. It also gives
the comparison between global trend and Indian trend, which is useful for my research work.

2. Sumanjeet37 has published article on “On Line Banner Advertising” in Indian Journal of
Marketing. Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.

3. Jaffrey Graham45 has published his article entitled “Web advertising’s future e-Marketing
strategy” Morgan Stanley Dean Witter published an equity research report analysing the
Internet marketing and advertising industry. The report studies research from dozens of
companies and calculates the cost and effectiveness of advertising across various media.
Branding on the Internet works. For existing brands, the Internet is more effective in driving
recall than television, magazines, and newspapers and at least as good in generating product
interest.

4. Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10). Social media has not only changed how people communicate online, but it
has also changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, entertainment, and products for consumption.
(Ryan 2011: 15) The next chapters will explain more about each of the world‘s current most
widely used social medias. There are, of course, many other social networks and applications
(apps) available but considering the study, the focus is on the main Medias.

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5. Vikas Bondar has published his article on “sales and marketing strategies” Internet is a really
good thing. The Internet gives people a greater amount of information as we need. It is the best
way to get a comparison of the products that we need. If we are interested in buying, it is best
for us to check the Web sites. Also if we would like to make our own Web page we can do this,
without paying a lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more.
Year after year we get more and more new, interesting information and in the future the Internet
use will increase more than now. This article explains how internet is useful tool for
advertisement.

6. According to Garder‘s survey (2013), the top priority in digital marketing investment will
be to improve commerce experiences through social marketing, content creation and
management and mobile marketing. Key findings also revealed that a company’s marketing
success relies mostly on their website, social marketing, and digital advertising, which are all
parts of digital marketing. In addition, savings made by using digital marketing can be
reinvested elsewhere. Normally, companies spend 10 percent of their revenue on marketing
and 2.4 percent on digital marketing, which will increase to 9 percent in the future.

7. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
“Impact of E-commerce on marketing”.

Marketing is one of the business functions most dramatically affected by emerging information
technologies. Internet is providing companies new channels of communication and interaction.
It can create closer yet more cost-effective relationships with customers in sales, marketing and
customer support. Companies can use web to provide ongoing information, service and
support. It also creates positive interaction with customers that can serve as the foundation for
long term relationships and encourage repeat purchases.

8. Economic times published article on “Indian companies using digital marketing for
competitive advantage” in Oct 2014.

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According to this article a growing number of marketers in India are leveraging digital
marketing to increase their competitive advantage, a research by Adobe and CMO Council has
revealed. According to the study, India leads in the confidence in digital marketing as a driver
of competitive advantage. Ninety-six per cent of the Indian marketers have high confidence in
the ability of digital marketing to drive competitive advantage. It is among the highest in Asia-
Pacific APAC with only Australia leading with 97 per cent, the research said. However, while
Indian marketers believe that the key driver to adopting digital is a growing internet population
(70 per cent in India against 59 per cent in APAC), their belief that customer preference and
digital dependence drive the adoption of digital, and that digital can engage the audience, is
lower than the APAC averages, it added The 2014 Adobe APAC Digital Marketing
Performance Dashboard was compiled through quantitative surveys with over 800 marketers
across the region.

Marketers from Australia, Korea, China, India, Hong Kong, Singapore and other countries
were covered. "However, while India is an emerging leader in Digital Marketing, it has dipped
in its own performance this year as compared to the previous year. It is important to note that
India scored much higher than the APAC average last year," it said.

Adobe Managing Director South Asia Umang Bedi said that customer preference and digital
dependence would increase along with the increase in penetration of internet in the Indian
market. "Therefore, what would matter is how the Indian marketers are able to increase
engagement and activate audience through digital marketing. This presents challenges in
programme planning, execution and most importantly measurement," he added. The study also
revealed that compared to their APAC counterparts, Indian marketers are receiving lesser
support from channel and sales teams for increasing digital spends. However, they are doing
better as compared to last year suggesting that departments that have a customer interface are
realising the importance of digital marketing in augmenting their effort.

10. Andy Mallinson in digital marketing magazine on Jan 23 2015 published article titles how
social media engagement will impact the retail space it says

Traditionally, social networks have not been used as a tool to directly drive e-commerce sales,
but as Nielsen reported in its Global ecommerce report in August 2014, an estimated 61% of
people spend a considerable amount of time researching products through online channels
before making a purchase. And interestingly, a significant 43% of consumers revealed that they

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specifically browse through outlets such as Facebook, Twitter, Pinterest, Instagram and
Google+ to seek inspiration for the types of products to buy.

This last statistic reveals just how powerful social media can be in terms of enticing shoppers
to make a purchase, both through its use of visual content and product descriptions. But while
many consumers still have reservations about purchasing items through social channels
directly, the social shopping phenomenon is clearly only going to grow and it’s apparent that
this growth will eventually have a positive impact on a retailer’s bottom line.

One retailer which enjoyed success by promoting its products via social media is ASOS. At the
start of 2014, ASOS previewed their summer sale through a Facebook application, allowing
fans to play a series of games to accumulate points, getting them to the front of the virtual
shopping queue. The winners gained first access to the sale, and through the support of
sponsored ads ASOS was able to generate 1 million views through the application, growing
their fan base by 32%.

This example shows how much potential there is for brands to drum up organic publicity for
their products whilst engaging through fans across social media channels. Furthermore, it
proves that social media outlets have evolved not only as a tool for driving community growth,
but also as a revenue driving commodity to boost business performance.

Retailers mustn’t underestimate the power of social engagement as a method of generating

sales. This was proved by Wanted Shoes, who recently worked with us to design and integrate
a ‘social catalogue’ onto their site. The social catalogue depicted real-life images of products
that customers had recently purchased. When hovering over a post, users of the site were then
directed to a link to buy the exact shoe displayed in the picture, or alternatively, were able to
shop for other shoes from that designer.

Supporting the concept that that social media engagement can facilitate purchase orders,
according to Nielsen, 77% of shoppers say ‘social exposure’ and validation to a product is the
most persuasive source of information, and does indeed drive them to make more purchases.
After all, we mustn’t forget how powerful the trust of our peers can be, and this has a direct
impact of driving revenue.

As Wanted Shoes experienced, by showcasing its products in a customer driven catalogue, they
were able to boost revenue and encourage more people to engage with their brand. Following
this example as well as the other retail giants that have enjoyed impressive results through

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social channels, the retailer that ignores the power of social engagement in 2015 could
potentially miss out on a substantial revenue stream – one that could decide the difference
between success and failure in an increasingly competitive retail landscape.

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24 | P a g e
Digital Marketing
Basically, digital marketing refers to any online marketing efforts or assets. Email marketing,
pay-per-click advertising, social media marketing and even blogging are all great examples of
digital marketing—they help introduce people to your company and convince them to buy.

Here are some of the most common digital marketing assets and strategies businesses use to
reach people online:

Digital Marketing Assets

Almost anything can be a digital marketing asset. It simply needs to be a marketing tool you
use online. That being said, many people don’t realize how many digital marketing assets they
have at their disposal. Here are just a few examples:
• Your website
• Branded assets (logos, icons, acronyms, etc)
• Video content (video ads, product demos, etc)
• Images (infographics, product shots, company photos, etc)
• Written content (blog posts, eBooks, product descriptions, testimonials, etc)
• Online products or tools (SaaS, calculators, interactive content, etc)
• Reviews
• Social media pages
As you can probably imagine, this list just scratches the surface. Most digital marketing assets
will fall into one of these categories, but clever marketers are constantly coming up with new
ways to reach customers online, so the list keeps growing!

Digital Marketing Strategies

The list of digital marketing strategies is also constantly evolving, but here are some of the
strategies most businesses are using:

1. SEO

If you don’t want to pay to show up in the SERPs, you can also use search engine optimization
(SEO) to try and rank pages or blog posts on your site organically. You don’t have to pay
directly for every click, but getting a page to rank usually takes quite a bit of time and effort
(for a more in-depth comparison of paid search and SEO, check out this article).
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There isn’t anything more important to digital marketing than SEO, something that might still
mystify you in its ongoing complexity. While it’s true Google’s algorithms can still become
confusing, you can better grasp how it works when you work more with the concept.

It’s always better to have an expert to manage SEO for you if you want to truly succeed. While
you can learn some basics, you’ll want someone who’s worked in it a while to fully help you
realize the best strategies.

One recent strategy involves new HTTPS requirements already impacting SEO results. If
you’re used to using HTTP pages, Google now suggests you to switch to a HTTPS format. The
reasoning behind this is many contact forms using HTTP pages aren’t deemed secure enough.

2. Search Engine Marketing

If you’re new to search engine marketing, you’ll usually see it abbreviated as SEM. It’s a form
of Internet marketing where you increase your SERPs through paid advertising methods.

You’ll want an expert to help you in this field as well, especially one who’s worked with
Google Ads and search/display ads. In the case of Google Ads, you’ll want to educate yourself
first on how the process works.

What you’ll appreciate the most is Google makes its Google Ads easy to use through their
attention to customization. They let you choose whether you want graphic display ads,
YouTube video ads, text-based search ads, or in-app mobile ads. All of these are going to
depend on your business style and the targeted customers you need to reach.

Google makes it even easier with localized ad capability, plus superior metrics to track how
well your ads work. Don’t forget about other paid ad opportunities, especially Facebook Ads.
The latter gives you ample opportunity to customize to multiple ad formats.

3. Local Search Marketing

You’re seeing a lot more attention on local search marketing in the last few years. It’ll continue
being important far into the coming decade as local businesses realize the value of being found
by local consumers.

To get started with local search marketing, you can again utilize more gifts from Google.
Through Google My Business, you’ll be able to have your listing turn up the second someone
does a Google search based on the user’s keywords. This includes your business appearing on
Google Maps.

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Google makes it easy to update your listing as well so nothing becomes out of date.

Don’t forget about how important online reviews are, as well as your social reputation. You’ll
want to inspire customers to write positive reviews on places like Yelp. On social media,
starting conversations and posting targeted content helps you utilize inbound marketing.
Inbound techniques attract customers to you rather than you seeking them.

4. Content Marketing

As a connective string to inbound marketing above, content marketing is a big part of attracting
a targeted audience. What’s essential about content marketing is that you need to make your
content valuable, relevant, and consistent to make it worth the time of those consuming it.

In today’s time, you need to focus on creating content that can solve pain points and stay
evergreen. Using shortcuts or black hat SEO tactics just to move to the top of search engines
won’t work thanks to Google’s all-seeing eye.

So always keep “content is king”, as many like to put it. To make content marketing work well,
you need to focus on mobile content, native advertising, influencer marketing, and marketing
automation.

Think seriously about mobile content because smartphones are already making up 50% of all
global devices. This is going to affect digital advertising, and how influencers promote your
brand. Automation tools send content to prospects on their mobile devices at just the right
times.

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5. Remarketing

Another critical aspect of digital marketing is going after prospects again with marketing
content if they didn’t respond to your site’s banner ads the first time. This works by tracking
these visitors through cookies and creating new ads on related sites.

You can also create new ads on your site to better target your prospects. The information you
get from your site visitors gives you valuable data to tweak your ads to their pain points.

Ultimately, remarketing helps you stay more engaged with prospects, aids in brand awareness,
and increases conversions. You can also gain the customers of your competitors, helping pay
back any investment you place in creating new ads.

6. Responsive Web Design

Reaching customers by mobile is more or less the standard now, and that’s going to go on into
the coming decade. Making your website conform to mobile screens is one of the most essential
parts of digital marketing. The only way you can make this work successfully is through
responsive web design.

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With responsive programming, you can make your website automatically conform to all mobile
screens. This is going to mean more than one format, including tablets and increasing use of
smartwatches.

While you’ll have to work with a web designer to make this work, you’ll want an SEO expert
for another aspect of RWD. AMP (or Accelerated Mobile Pages) is a new open-source code
helping to make mobile web pages load faster.

Google gives precedence to websites using this, so take it seriously. It’s especially useful if
you have a publishing site or post content to your website on a regular basis.

7. Email Marketing

No doubt you’ve done some email marketing, but how effective is it in reaching your intended
targets at the right times? Email marketing is already a great tool for generating more leads
than possible through any other marketing method. You can also increase your sales and
conversion rates.

If you’re already suffering from overspending on other digital marketing, email marketing is
one of the most affordable methods out there. In some cases, it’s free, unless using outsourced
services.

Since you can combine it with other media, it’s also one of the most integrated marketing
methods. You can add social share icons, plus referral reward systems. Email marketing
ultimately helps you shorten your sales cycles when using compelling content.

8. Social Media Marketing

No doubt you’ve posted content to social media already. Yet, what can you do to make it more
effective this year and the next?

To capture today’s audiences, Forbes notes various things, including automation to post your
content when you know your audience is reading. Using tools like Hootsuite for post
scheduling helps immensely when reaching users in other time zones.

You’ll also want to curate some content if possible, to prove your clout. Don’t be too proud to
do this since it adds luster to your expertise and brand. When you curate content from others,
they’ll likely reciprocate.

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9. Marketing Automation

As you can see, marketing automation is an important element in a lot of digital marketing
techniques. Knowing more about it, in general, should become a top priority as it becomes a
standard for businesses around the globe.

With 91% of successful businesses now saying automation is very important to their success,
you can get a vision of what the present and future of marketing is.

To become successful with this, try looking for a CRM platform with marketing automation
built-in. These can work together well because your CRM already has contact information.
Automating marketing content directly to your contact list helps you integrate your marketing
all in one place rather than using disparate sources.

10. Influencer Marketing

Have you thought about how you can take on a digital marketing campaign without having to
spend a fortune? While you can save money doing email marketing and inbound techniques,
hiring influencers does the same.

If you think hiring influencers to promote your brand online is all about hiring celebrities, think
again. An influential person on social media doesn’t always have to mean being a celebrity. It
can simply be someone with a lot of followers and a good track record of promoting products.

Forbes notes you need to identify top influencers first, which is going to involve a little
research. You can do this by doing hashtag searches on places like Twitter to see what people
are saying about topics related to your industry.

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Reach out to these influencers on social media and ask them if they’d be willing to promote
your brand. Some may offer to do it in exchange for free products. However, most are going
to demand a fee.

Be sure to track your results to assure your ROI. Keep in mind those with fewer followers can
have just as much influence as those with ten times the number of followers.

11. Video

Over the last decade, we became a more visual culture attracted to imagery in the digital realms.
A lot of this comes in various forms, but there isn’t any question video rose to the top.

We’re at the point now where more consumers of content prefer video above any other visual
medium. Recent statistics show 87% of all online marketers now use video content of some
sort.

A lot of this comes from massive viewership on places like YouTube. Regardless, where you
post videos isn’t going to matter without compelling content.

The personalized video has become a norm lately, or at least ones directly addressing pain
points of targeted viewers. The same goes with making your business look more human.

Successful video marketing can mean behind-the-scenes tours of your business, or testimonials
to show the human side of your brand. This means paying attention to one major trend in video
marketing: Storytelling.

When you can tell a compelling story about your business and prove you can solve the pain
points of customers, you have a can’t-miss formula.

It’s also smart to keep your videos as short as possible, if not in a series. Attention spans are as
short as ever, and you’ll need to tell your story in a compact way with a compelling hook.

12. Revisiting Your Landing Pages

If you’ve already created a landing page as part of your digital marketing campaign, are you
sure prospects who visited before are going to come back?

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This is a question that should become the central core of your digital marketing efforts. All
marketing experts reiterate how landing page traffic is the nucleus of successful inbound
marketing.

The problem is your landing page perhaps isn’t very enticing at the moment. Solving this (in
part) comes down to web design, including where you place your Call to Action and
advertising.

It goes beyond what you place on your website, though. You’ll want to invest in PPC
advertising (pay-per-click) to place ads for your site on related digital channels.

Other options include buying sponsorships with other companies, or just simple email
marketing. In the latter case, placing a link that takes the reader to your landing page for further
content is a common strategy.

For CTA’s, be sure to include one on your homepage to avoid complications. Even a CTA at
the end of your blog gives a connective string to your content to entice another visitation.

Plus, pay attention to the “above vs. below the fold” debates. Kiss metrics once noted that CTA
placement depends on the length of your landing page. A shorter page means you should place
the CTA above the folder.

Advantages of Digital Marketing

The benefits of digital marketing include:

• Global reach - a website allows you to find new markets and trade globally for only a
small investment.

• Lower cost - a properly planned and well targeted digital marketing campaign can
reach the right customers at a much lower cost than traditional marketing methods.

• Trackable, measurable results - measuring your online marketing with web

analytics and other online metric tools makes it easier to establish how effective your
campaign has been. You can obtain detailed information about how customers use your
website or respond to your advertising.

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 • Personalization - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy
from you, the more you can refine your customer profile and market effectively to them.

• Openness - by getting involved with social media and managing it carefully, you can
build customer loyalty and create a reputation for being easy to engage with.

• Social currency - digital marketing lets you create engaging campaigns using content
marketing tactics. This content (images, videos, articles) can gain social currency -
being passed from user to user and becoming viral.

• Improved conversion rates - if you have a website, then your customers are only ever
a few clicks away from making a purchase. Unlike other media which require people
to get up and make a phone call, or go to a shop, digital marketing can be seamless and
immediate.

Disadvantages of Digital Marketing

Some of the downsides and challenges of digital marketing you should be aware of include:

• Skills and training – You will need to ensure that your staff have the right knowledge
and expertise to carry out digital marketing with success. Tools, platforms and trends
change rapidly and it’s vital that you keep up-to-date.

• Time consuming – tasks such as optimizing online advertising campaigns and creating
marketing content can take up a lot of time. It’s important to measure your results to
ensure a return-on-investment.

• High competition – while you can reach a global audience with digital marketing, you
are also up against global competition. It can be a challenge to stand out against
competitors and to grab attention among the many messages aimed at consumers
online.

• Complaints and feedback – any negative feedback or criticism of your brand is can
be visible to your audience through social media and review websites. Carrying out
effective customer service online can be challenging. Negative comments or failure to
respond effectively can damage your brand reputation.

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 • Security and privacy issues – there are a number of legal considerations around
collecting and using customer data for digital marketing purposes. Take care to comply
with the rules regarding privacy and data protection.

DIGITAL MARKETING IMPACT ON REVENUE GENERATION

Digital marketing is a new trend in marketing, unlike traditional marketing most of companies
not use their own marketing channels for digital marketing mostly it can be outsourced to third
parties like digital marketing agencies. Companies like Skynet Creations generating revenue
using digital marketing it has great impact on revenue model of these companies. Spending’s
of various companies on digital marketing is a revenue for digital marketing agencies like
Skynet Creations.

Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At
the high end, for global enterprises, are the agency holding companies with hundreds of full-
service digital agencies around the world. There are also boutique and specialty agencies that
provide channel-specific digital marketing services such as mobile messaging programs, social
media marketing, or SEO link-building campaigns. And there are agencies that focus on
strategy and professional services, such as branding or web design. Like any organization, each
type of agency has its own strengths, weaknesses, and culture. Digital agencies also can be
differentiated by their focus on professional services versus proprietary technology platforms.
Agencies that emphasize their professional services capabilities recommend and use third-party
technology such as PPC campaign management platforms, SEO tools, and social media
management platforms to manage their clients’ data and digital campaigns. These agencies
view their role as strategists that can analyse and interpret data to provide actionable results
and achieve their clients’ goals. Agencies that develop and offer proprietary tools view their
platforms as a competitive advantage over third-party toolsets that are widely available. The
plethora of digital channels has left many advertisers drowning in data. By providing
technology platforms that are built and customized to client needs, these agencies believe they
are providing unique and critical automation tools that collect, analyse, and optimize data for
their clients.

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The Benefits of working with a digital agency
Agencies owned by large media or holding companies can provide the following benefits:
• Diversity of capabilities from co-owned media properties.
• Built-in sister agency relationships and priority referrals.
• In-network efficiencies.

Working with a specialty or boutique agency offers unique benefits as well, including:

• More granular channel strategy and tactical expertise.

• Client access to agency decision makers and top personnel.
• Lower spending minimums

Various surveys showing that spending of companies on digital marketing is increasing every
year, here is survey says

Digital agency fee structure

Agency free structures vary widely, even within client accounts. It is not uncommon for a client
to compensate their agency using different fee structures for different types of media
campaigns. For example, a common agency fee model for paid media work is percentage of
spend. Typically, an agency will be paid 10-20% of a client’s digital media spend on paid
search or display advertising campaigns. Smaller clients may pay a higher percentage, while
enterprise clients may pay a smaller percentage due to the larger dollar volume of their
accounts. Generally digital agencies charge their clients for maintaining their digital presence
this is how they make money, necessity of digital presence for companies let the digital
agencies to make money. Different sorts of agencies advertising agencies use different models.

Methods of Charging Clients

1. Project based clients:

Often used for smaller agencies, smaller brands and typically for agencies that do one specific
part of the mix, e.g. A digital agency. But even a large agency would have some clients on this
basis. Normally there would be a Scope of Work, this would come with an estimate to do that
one set job. This estimate would normally be based on the people, how many hours they work,
and what their hourly rate is. But there would like be

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Some pass-through costs for physical goods, for services from other companies etc. The profit
the agency makes comes entirely from the gap between the hourly rates of what they pay
people.
2. Retained agencies:
Sometimes there is a fee based on a percentage of media spend, but this is largely dying.
Sometimes it's a project team, where you buy a certain number of people, a certain percentage
of their time, for a quarter or year. These hourly rates work the same way as the team for the
SOW above. Sometimes there is an amount of money put aside for time and costs and the
Agency manages this time and cost to serve the client. A sort of pay as you go model. With all
of the above, there is an increasing move towards pay for performance. So it's likely that any
of the sorts of agreements in a retained structure, will allow for a bonus to be unlocked.

This could come down to sales results, brand value, satisfaction levels, or other criteria, and
often a mixture of them.

• Fee-based or retainer-based models are quickly gaining traction, most often at the
expense of commission-based compensation among large brands and their agencies.
The Association of National Advertisers’ 2013 Trends in Agency Compensation
Survey found that fee-based agreements have grown to 81% of all compensation
agreements, while commission-based compensation has fallen to just 5% of all
compensation agreements. The two compensation models have been on opposite
trajectories since 1994, according to the ANA survey, when commission-based models
represented 61% of all agreements, and fee-based models accounted for 35% of agency
compensation agreements.

• Fee-based models have become more attractive because they provide predictable
expenses for marketers and advertisers, particularly on long-term accounts that require
ongoing maintenance, such as monitoring SEO rankings or social media content.
Retainers may also encourage agencies to test new campaign strategies and tactics,
knowing that they will be compensated for their time regardless of results.

Digital marketing budgets total 2.5% of revenue and will increase 9% this year. Marketing
leaders have secured bigger budgets to define markets and attract, acquire and retain customers.
Yet, increased funding is a double-edged sword. It brings new opportunities but puts more
pressure on marketers to deliver and prove a return on the investments.

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Revenue models of digital marketing companies

1. Revenue from Pay Per View access to document

Here payment occurs for single access to a document, video or music clip which can be
downloaded. It may or may not be protected with a password or Digital Rights Management.

Digital rights management (DRM) The use of different technologies to protect the distribution
of digital services or content such as software, music, movies, or other digital data.

2. Revenue from CPM display advertising on site

CPM stands for "cost per thousand" where M denotes "Mille". The site owner such as FT.com
charges advertisers a rate card price (for example 50 GBP CPM) according to the number of
its ads shown to site visitors. Ads may be served by the site owners own ad server or more
commonly through a third-party ad network service such as Google AdSense as is the case with
my site.

3. Revenue from CPC advertising on site (pay per click text ads)

CPC stands for "Cost Per Click". Advertisers are charged not simply for the number of times
their ads are displayed, but according to the number of times they are clicked. These are
typically text ads similar to sponsored links within a search engine but delivered over a network
of third-party sites on a search engine such as the Google AdSense Network.

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Google Network Revenues through Ads generate around 88% of Google's revenue. For me,
the Google's content networks are one of the biggest secrets in online marketing with search
engines such as Google generating over a third of their revenue from the network, but some
advertisers not realizing their ads are being displayed beyond search engines and so not served
for this purpose.

4. Revenue from Sponsorship of site sections or content types (typically fixed fee for a
period)

A company can pay to advertise a site channel or section. For example, bank HSBC could
sponsor the Money section on a media site. This type of deal is often struck for a fixed amount
per year. It may also be part of a reciprocal arrangement, sometimes known as a "contra-deal"
where neither party pays.

5. Affiliate revenue (CPA, but could be CPC)

Affiliate revenue is commission-based, for example, I display Amazon books on my personal

blog site DaveChaffey.com and receive around 5% of the cover price as a fee from Amazon.
Such an arrangement is sometimes known as Cost Per Acquisition (CPA).

Increasingly, this approach is replacing CPM or CPC approaches where the advertiser has more
negotiating power. For example, in 2005 manufacturing company Unilever negotiated CPA
deals with online publishers where it paid for every e-mail address captured by a campaign
rather than a traditional CPM deal.

However, it depends on the power of the publisher who will often receive more revenue overall
for CPM deals. After all, the publisher cannot influence the quality of the ad creative or the
incentivization to click which will affect the Clickthrough rate on the ad and so the CPM.

RESEARCH PROBLEMS
Technical Aspects of problem:
• Finding the online presence of the client.
• Understanding why it is so weak.
• Identifying what solutions would be better for particular client.
• How to improve their presence, etc.

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 Managerial Aspect of the problem:

• To define SWOT for the client.

• To define their requirements and the corresponding solutions.
• To define the gap analysis for the client.

Business Aspect of the problem:

• To find better business opportunity for ROW.

• To resolve the client’s problem in terms of ROI.
• Competitive benefits and bets pricing offering.

Chapter 4

Data Analysis and Interpretation

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1. What is your age?

50+

36-50

23-35

15-22

0 2 4 6 8 10 12

2. How do you get information about new products?

Other Sources 5%

Friends and Family 35%

News 10%

Advertisement 50%

0 0.1 0.2 0.3 0.4 0.5 0.6

Sample showing the 50% of the people are get to know about new products through
advertisements and followed by friends and family. So, we should create awareness through
advertisement about our product in society for maximize their sales. If we use

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 advertisement to reach some people that also effect the other not seen advertisement
peoples buying decision referred by advertisement seen peoples.

3. Do you Collect information before purchasing the products?

No
5%

Yes
95%

Yes No

Survey results showing that 95% of people collect information before purchasing the
products. Only few people don’t bother about info before purchasing product. So, we
should show all the details about product in the own website and also shopping website.

4. What type of information will you collect?

Alternative
20%
products

Customer's
40%
review

Price 10%

Product
30%
Featrues

0 10 20 30 40 50

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 Survey results showing c people who said they collect information before purchasing
mainly concern about the customer’s review, products feature and alternative products. So,
we should maintain quality of product/service for get good reviews. Otherwise we will lose
our value in the market. If product not good customers also check the alternative products
to buy with good customers reviews.

5. Did you ever purchase from an online site?

No
13%

Yes
87%

Yes No

Most of the young people said they buy from online sites and some of the old age people
prefer retail store for purchase product by after physically feel the product look and quality
of the product.

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6. If yes, then what type of product/services did you purchase online?

Sports equipments 3%

Gifts 10%

Toys 5%

Kitchen and home

10%
item

Fashion accessories 30%

Book 2%

Electronics 40%

0 5 10 15 20 25 30 35 40 45

People who said they purchased products form online they purchase electronic products,
followed by fashion accessories through online. So, we should advertise these products in
online more for increase sales. And also advertise other products less.

7. Do you watch TV?

No
7%

Yes
93%

Yes No

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 Most of them said yes about 93% of people are watching TV and only 7% of people are
not watching TV. So that advertise media also good to do promotional activities.

8. Do you read Newspapers?

No
63%

Yes
37%

Yes No

Survey results showing that almost 63% of people are not reading newspaper only few are
reading newspapers. So, we should spend less in that promotion media.

9. Do you read the News through online?

No
18%

Yes
82%

Yes No

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 82% people said yes to reading newspapers through online, 18% are not reading
newspapers in online. Online newspaper readers are more so, we should create more
attractive and creative ads in internet.

10. What do you do with gadgets (smartphones, laptops, tablets)?

Gaming 14%

Surfing 15%

Shopping 10%

Reading E-books,
5%
news

Watch videos 30%

Chatting 26%

0 5 10 15 20 25 30 35

Survey results showing that 30% of people using internet to watch videos and following
that chatting, surfing. So, should more in the video sites to do promotion activities. TicTok
and Instagram videos are trending now. We should properly utilise these instead of old
Facebook and Youtube.

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11. How much time did you spend in the internet?

more than 10 hours 5%

4-9 hours 25%

1-3 hours 50%

Less than 1 hour 20%

0 10 20 30 40 50 60

50% people are using internet only 1-3 hours. So, we should analyse in which time they are
using internet and publish their ad in that time to reach high peoples.

12. Do you ever notice advertisement?

No
18%

Yes
82%

Yes No

100% of the people are seen advertisements in different medias.

13. If yes, from where?

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 Bill boards 7

Magaziens 3%

TV 20%

Newspaper 10%

Online Ads 60%

0 10 20 30 40 50 60 70

60% of people notice advertisements from online ads and following TV, newspaper are
take positions. So, should more spend on Online ads is best way to reach large number of
peoples. Now all peoples are using the internet.

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14. How do you normally purchase a product?

Search information
in online and
35%
purchaase from
online shop

Search information
in online and
5%
purchase from retail
shop

Visit the retail shop

and purchase from 20%
online shop

Visit and purchse

from retail shop 40%
itself

0 5 10 15 20 25 30 35 40 45

40% of people will buy products by visit and purchase from retail shop itself. And followed
by 35% of the people will buy products by visit and purchase form online websites. So, we
should do both the online and on store promotional activities to get customer attraction.

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 Chapter 5

Summary of Findings, Suggestions and Conclusion

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Findings
1. With the study of digital marketing I came to its emergence and extreme growth in today’s
digital world.
2. There are many advanced technologies is there but many of them not utilising that properly.
Example in online TV we can use personalized advertisement instead of current mass
advertisement. That will help to reach the target audience.
3. Most of the companies are opt for the digital marketing channels name SEO, SEM and
SMM and later they will think about other channels which mean these three-channel high
acceptance.
4. If come to B2B sectors company email marketing is the best way to reach the targeted
customer instead of social media marketing.
5. Indian customers are highly information seekers. They collect more information about
customer’s review, features, price. So, we should maintain good brand reputation in the
online platform.
6. Customers are more influenced by the customers reviews so; we should maintain good
brand name in the online. Don’t compromise in your product quality and price.
7. Most of the Indians prefer to purchase from a retail shop only, but before going to retail
shop they will seek information about the product through on online platform. Here is
actually change happens in consumer buying journey, early times consumer belief a product
only after seeing the product in a retail shop.
8. Now Indian customers want to get conviction about a product before going to retail shop.
So from a marketers view they want to convince their customers before going to a retail
shop.
9. Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
10. Brands are getting more touch points to reach target group in a cost-effective manner.
11. Now a day’s people have more affinity towards online news portals. Hers’s the reason
maybe they can get news updates very early; they don’t need to wait for daily newspapers.
12. Advertisements have high impact for creating stimulus in Indian customers. But this
stimulus will get in to action only though opinion leaders.
13. Indian consumers have high tendency to go for online purchase. They have high affinity to
go online for electronic products and apparels.

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Suggestions
1. As per my observations many of the ads are not relevant to me. So, targeting right audience
is very essential to reduce the cost of promotion activity. After I got Student loan from
bank, I am getting a many banks Credit card ad, it’s not relevant for me.
2. Target the right audience, it makes good conversion rate.
3. Proper utilisation of AI and ML to reach the right audience, that effect high conversion rate
with low cost.

Conclusion
The successful completion of this internship indicates that the future of marketing is in the
hands of digital. Digital marketing is not only concerned with placing ads in portals, it consists
of integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketeer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media’s. More than that customers are highly information
seekers and digital media is the only platform for two-way communication between brand and
customers.

Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platform. Digital medial is not only for engagement,
brands can increase the impact of brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they making

money through digital platform. Digital media is not only for engagement, brands can increase
their customers or they can retain their existing customers. Digital platforms help to increase
the impact of brand in target groups.

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Bibliography

• www.wikipedia.org
• https://mikekhorev.com/12-effective-digital-marketing-tactics-strategies
• https://learndigital.withgoogle.com/digitalunlocked/course/digital-marketing
• https://www.digitalmarketer.com/digital-marketing/

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Annexure
1. What is your age?
 15-22
 23-35
 36-50
 50+
2. How do you get information about new Products?
 Advertisement
 News
 Friends and Family
 Other Sources
3. Do you Collect information before purchasing the products?
 Yes
 No
4. What type of information will you collect?
 Product features
 Price
 Customer’s review
 Alternative products
5. Did you ever purchase from an online site?
 Yes
 No
6. If yes, then what type of product/services did you purchase online?
 Electronics
 Book
 Fashion accessories
 Kitchen and home item
 Toys
 Gifts
 Sport equipment

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7. Do you watch television?
 Yes
 No
8. Do you watch television programs through online?
 Yes
 No
9. Do you read Newspapers?
 Yes
 No
10. Do you read the News through online?
 Yes
 No
11. What do you do with gadgets?
 Chatting
 Watch videos
 News reading
 Shopping
 Surfing
 Gaming
12. How much time did you spend in the internet?
 Less than 1 hour
 1-3 hours
 4-9 hours
 More than 10 hours
13. Do you ever notice the advertisement?
 Yes
 No

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14. If yes, from where?
 Online Ads
 Newspaper
 TV
 Magazines
 Bill boards
15. How do you normally purchase a product?
 Visit and purchase from retail shop itself
 Visit the retail shop and purchase from online shop
 Search information in online and purchase from retail shop
 Search information in online and purchase from online shop

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