A

PROJECTREPORTON“
ONLI
NE

ADVERTI
SMENT”

APROJECTSUBMI
TTEDTO

UNI
VERSI
TYOFMUMBAIFORPARTI
ALCOMPLETI
ONOF
THEDEGREEOFBACHELOROFMANAGEMENTSTUDI
ES
UNDERTHEFACULTYOFCOMMERCE

BY
MR.PRATI
KSANJAYPATHARE

UNDERTHEGUI
DANCEOFPROF.
DI
YAA TECHKCHANDANI

PALSHI
KSHANSANSTHA
ST.PAULCOLLEGE,
ULHASNAGAR

ACADEMI
C YEAR
2022-
23

1
 PALSHI
KSHANSANSTHA
ST.PAULCOLLEGE,
ULHASNAGAR

Cer
ti
fi
cat
e

Thi
sist
ocer
ti
f hatMR.PRATI
yt KSANJAYPATHAREhaswor
kedanddul
ycompl
eted

her
/hi
sPr
ojectWor
kfort
hedegr
eeofBachel
orofManagementSt
udi
esundert
heFacul
ty

ofCommer
cei
nthesubj
ectofandher
/hi
spr
ojecti
sent
it
led,
“ONLI
NEADVERTI
SMENT”

undermysuper
visi
on.

If
urt
hercer
ti
fyt
hatt
heent
ir
ewor
khasbeendonebyt
hel
ear
nerundermygui
dance

andt
hatnopar
tofi
thasbeensubmi
tt
edpr
evi
ousl
yforanyDegr
eeorDi
plomaofany

Uni
ver
sit
y.

I
tisher
/hi
sownwor
kandf
act
srepor
tedbyher
/hi
sper
sonal
findi
ngsandi
nvest
igat
ions.

Sealof
the
Coll
ege

NameandSi
gnat
ureofGui
dingTeacher

Dat
eofsubmi
ssi
on:

2
 Decl
arat
ionbyl
ear
ner

It
heunder
signedMR.PRATI
KSANJAYPATHARE her
eby
,decl
aret
hatt
he
wor
kembodi
edi
nthi
spr
ojectwor
kti
tl
ed“
ONLI
NEADVERTI
SMENT ”
,for
ms
myowncont
ri
but
iont
other
esear
chwor
kcar
ri
edoutundert
hegui
danceof
PROF.DI
YAATECHKCHANDANI i
sar
esul
tofmyownr
esear
chwor
kandhas
notbeenpr
evi
ousl
ysubmi
tt
edt
oanyot
herUni
ver
sit
yforanyot
herDegr
ee/
Di
plomat
othi
soranyot
herUni
ver
sit
y.
Wher
everr
efer
encehasbeenmadet
opr
evi
ouswor
ksofot
her
s,i
thasbeencl
ear
ly
i
ndi
cat
edassuchandi
ncl
udedi
nthebi
bli
ogr
aphy
.
I
,her
ebyf
urt
herdecl
aret
hatal
linf
ormat
ionoft
hisdocumenthasbeenobt
ained
andpr
esent
edi
naccor
dancewi
thacademi
crul
esandet
hical
conduct
.

NameandSi
gnat
ureoft
he
l
ear
ner

Cer
ti
fi
edby

Nameandsi
gnat
ureoft
heGui
dingTeacher

3
 Ackowl
edgment

Tol
i
stwhoal
lhav
ehel
pedmei
sdi
ff
icul
tbecauset
heyar
esonumer
ousandt
he
dept
hiss
oenor
mous.

Iwoul
dli
ket
oack
nowl
edget
hef
oll
owi
ngasbei
ngi
deal
i
sti
cchannel
sandf
resh
di
mensi
onsi
nthecompl
eti
onoft
hispr
oject
.

It
aket
hisoppor
tuni
tyt
othankt
heUni
ver
sit
yofMumbaif
orgi
vi
ngmechancet
o
dot
hispr
oject
.

Iwoul
dli
ket
othankmyPr
inci
pal
,Dr
.Ant
onyLawr
encef
orpr
ovi
dingt
henecessar
y
f
aci
l
iti
esr
equi
redf
orcompl
eti
onoft
hispr
oject
.

It
aket
hisoppor
tuni
tyt
othankourCoor
dinat
orPr
of.Muskanj
eswani
,forhermor
al
suppor
tandgui
dance.

Iwoul
dal
sol
i
ket
oexpr
essmysi
ncer
egr
ati
tudet
owar
dsmypr
ojectgui
dePROF.
DI
YAATECHKCHANDANIwhosegui
danceandcar
emadet
hepr
ojectsuccessf
ul.

Iwoul
dli
ket
othankmyCol
l
egeLi
brar
y,f
orhav
ingpr
ovi
dedv
ari
ousr
efer
ence
booksandmagaz
inesr
elat
edt
omypr
oject
.

Last
ly,
Iwoul
dli
ket
othankeachandev
eryper
sonwhodi
rect
lyori
ndi
rect
lyhel
ped
mei
nthecompl
eti
onoft
hepr
ojectespeci
all
ymyPar
ent
sandPeer
swhosuppor
ted
met
hroughoutmypr
oject
.

4
ONLI
NEADVERTI
SMENT–

THENEW FACEOF

MARKETI
NG

COMMUNI
CATI
ON

5
TABLEOFCONTENT

SL.
NO TOPI
C

1 EXECUTI
VESUMMARY

2 I
NTRODUCTI
ON

3 LI
TERATUREREVI
EW

4 AI
MSANDOBJECTI
VES

5 METHODOLOGY

6 I
NDUSTRYANALYSI
S

7 I
NDI
AANDONLI
NEPOPULATI
ON

8 ONLI
NEADVERTI
SMENT

9 RESULTSANDDI
SCUSSI
ONS

6 FI
NDI
NGS

7 CONCLUSI
ON

8 APPENDI
X

9 REFERENCES

6
 EXECUTI
VESUMMARY

Thi
srepor
tex
plai
nst
hei
mpor
tanceofOnl
i
nemedi
amar
ket
ingi
npr
esenter
aand

t
hisr
epor
twi
l
lhel
pther
eadert
ogetani
deaaboutt
heI
ndust
ry,I
ndi
anpopul
ati
on

andOnl
i
nemedi
a,concept
sofOnl
i
neADVERTI
SMENT,Dut
iesandr
esponsi
bil
i
tyof

cl
i
entser
vici
ngex
ecut
ivesi
nanagency
,St
epsi
nvol
vedi
ncl
i
entser
vici
ng and

Consumerbuy
ingbehav
iori
ntheOnl
i
neer
a.Af
terr
eadi
ngt
hewhol
erepor
tthe

r
eaderwi
l
l beabl
etounder
stand t
her
eason behi
ndgr
owi
ngOnl
i
nemedi
a

mar
ket
ing.

Ti
tl
eoft
heRepor
tis“
Onl
i
ne ADVERTI
SMENT– The New Face OfMar
ket
ing

Communi
cat
ion”andObj
ect
ivesoft
hepr
ojecti
stounder
standt
hechange i
n

consumerbuy
ingbehav
iori
ntheOnl
i
neer
a.

Thet
it
leof t
he r
esear
ch i
s“Under
stand t
he consumerbuy
ing behav
iourof

I
ndi
ani
nOnl
ineer
a”.Mai
nfi
ndi
ngsoft
hest
udyar
egi
venher
e.I
ndi
ancust
omer
s

ar
ehi
ghl
yinf
ormat
ionseek
ers.Theycol
l
ectmor
einf
ormat
ionaboutapr
oduct

bef
orebuy
ingi
t.Onl
i
nepenet
rat
ioni
nIndi
aisk
eypl
ayerf
ort
hisphenomenon.Most

ofI
ndi
ans ar
eget
ti
ngst
imul
ust
hroughadv
ert
isement
s,butt
heyar
enotr
eachi
ng

t
oendphaseofcust
omer
spur
chasej
our
ney
,mai
nlyi
nhi
ghi
nvol
vementpur
chases.

Br
andsar
eget
ti
ngmor
etouchpoi
ntst
oreacht
hei
rtar
getgr
oupi
nthi
sOnl
i
neer
a.

Mor
edet
ail
saboutt
hef
indi
ngsar
egi
vent
hisr
epor
t.

Thesuccessf
ulcompl
eti
onoft
hispr
ojecti
ndi
cat
est
hatt
hef
utur
eofmar
ket
ingi
sin

t
hehandsofOnl
i
ne.Iconcl
udemyr
esear
chbyquot
ing agai
nthat“
Brands can’
t

sust
ainwi
thoutOnl
i
nepr
esence”

7
 I
NTRODUCTI
ON

ADVERTI
SMENT i
n busi
ness i
saf
orm ofmar
ket
ing communi
cat
ion used t
o

encour
age,per
suade,ormani
pul
ateanaudi
encet
otak
eorcont
inuet
otak
esome

act
ion.Mostcommonl
y,t
hedesi
redr
esul
tist
odr
iveconsumerbehav
iourwi
th

r
espectt
oacommer
cialof
fer
ing.ADVERTI
SMENTi
sdef
inedbyRi
char
dF.Taf
li
nger

as“
ADVERTI
SMENTi
sthenon-
per
sonalcommuni
cat
ionofi
nfor
mat
ionusual
l
ypai
d

f
orandusual
l
yper
suasi
vei
nnat
ureaboutpr
oduct
s,ser
vicesori
deasbyi
dent
if
ied

sponsor
sthr
ought
hev
ari
ousmedi
a."

ADVERTI
SMENTi
snor
mal
l
ydonebyat
hir
dpar
tyk
nownasanADVERTI
SMENT

agency
.An ADVERTI
SMENT agencyi
s a ser
vice-
based busi
ness dedi
cat
ed t
o

cr
eat
ing,pl
anni
ng,andhandl
i
ngADVERTI
SMENTf
ori
tscl
i
ent
s.Anadagencyi
s

i
ndependentf
rom t
hecl
i
entandpr
ovi
desanout
sidepoi
ntofv
iewt
otheef
for
tof

sel
l
ing t
he cl
i
ent
'
s pr
oduct
s orser
vices.An agency can al
so handl
e ov
eral
l

mar
ket
ingandbr
andi
ngst
rat
egi
esandsal
espr
omot
ionsf
ori
tscl
i
ent
s.Ty
pesofad

agenci
esar
e

• Ful
lser
viceagenci
es

• Cr
eat
iveagenci
es

• Speci
al
iz
edagenci
es

• I
n-houseagenci
es

• Onl
i
neagenci
esornewmedi
aagenci
es

Thi
srepor
tiscompl
etel
ydi
scussi
ngaboutOnl
i
neornew medi
aagenci
es.Ther
e

wasat
imewhenTel
evi
si
onwast
hemostpopul
armedi
um f
orMar
ket
ert
opr
omot
e,

spr
eadawar
enessandgener
atel
eadsf
ort
hei
rpr
oduct
sbutnow t
het
rendhas

changedandOnl
i
nemedi
ahast
akeni
tspl
ace.Mai
nreasonf
ort
hischangewas

8
• Tr
adi
ti
onal
met
hodsar
eex
pensi
ve.Compar
edt
oOnl
i
ne

9
 ADVERTI
SMENTchannel
s,y
ou coul
dendupspendi
ngt
housandsofdol
l
ars
more.

• Tr
adi
ti
onalmar
ket
ing channel
sfai
lto pr
ovi
de i
nst
antf
eedbackand

r
epor
tsaboutwhosaworhear
danad,
andt
ookact
ion.Thi
sdat
aiscol
l
ect
ed

l
ongaf
tert
hei
nit
ialadi
mpr
essi
oni
smade(
andst
il
lthen,t
hest
ati
sti
csar
e

f
arf
rom ex
actnumber
s).

Onl
i
neADVERTI
SMENT,ont
heot
herhand,r
efer
stomar
ket
ingmet
hodst
hatal
l
ow

or
gani
zat
ionst
oseehow acampai
gni
sper
for
mingi
nreal
-t
ime,suchaswhati
s

bei
ng v
iewed,how of
ten,how l
ong,aswel
lasot
herst
ati
sti
cssuchassal
es

conv
ersi
ons.

Onl
i
neMedi
aMar
ket
ingorOnl
i
neADVERTI
SMENT

Thet
erm'
Onl
i
neADVERTI
SMENT'
wasf
ir
stusedi
nthe1990s.I
nthe2000sandt
he

2010s,Onl
i
neADVERTI
SMENTbecamemor
esophi
sti
cat
edasanef
fect
iveway t
o

cr
eat
ear
elat
ionshi
pwi
tht
heconsumert
hathasdept
handr
elev
ance.

Onl
i
neADVERTI
SMENTwasdef
inedi
nWi
ki
pedi
aas“
mar
ket
ingt
hatmak
esuseof

el
ect
roni
cdev
ices(
comput
ers)suchasper
sonalcomput
ers,smar
tphones,cel
l

phones, t
abl
ets and game consol
es t
o engage wi
th cust
omer
s. Onl
i
ne

ADVERTI
SMENTappl
i
est
echnol
ogi
esorpl
atf
ormssuchaswebsi
tes,emai
l
,apps

(
classi
candmobi
l
e)andsoci
alnet
wor
ks”
.

Peopl
e of
ten r
efer
red Onl
i
ne ADVERTI
SMENTas '
onl
i
ne mar
ket
ing' or

'
Onl
i
nemar
ket
ing'
buti
t’
swr
ong.
Onl
i
neADVERTI
SMENTr
evol
vesar
oundt
heI
nter
net
,

whi
ch expl
ains why peopl
etend t
o bel
i
evet
hatOnl
i
ne ADVERTI
SMENTand

Onl
i
nemar
ket
ingar
esy
nony
mous.Nonet
hel
ess,t
heyar
edi
ff
erent
.Onl
i
nemar
ket
ing

f
all
sundert
hecat
egor
yofOnl
i
neADVERTI
SMENT.Onl
i
nemar
ket
ingencompasses

Onl
i
ne ADVERTI
SMENTser
vices such as sear
ch engi
ne opt
imi
zat
ion,di
spl
ay
10
ADVERTI
SMENT,
andemai
lmar
ket
ing.

11
 LI
TERATUREREVI
EW

Thepur
poseofdoi
ngr
esear
chi
nthear
eaofOnl
i
neADVERTI
SMENTi
sbecausei
t

seem huge,
int
imi
dat
ingandf
orei
gn.Busi
nessesar
elooki
ngf
orcl
ear
erpi
ctur
eto

st
artbutdonotk
now wher
eandhow t
ost
artdoi
ngOnl
i
neADVERTI
SMENT.I
n

t
oday
’st
ime,soci
almedi
achannel
ssuchasFacebook
,Twi
tt
er,Googl
eandot
her

soci
almedi
afi
rmshav
esuccessf
ull
ytr
ansf
ormedt
heat
ti
tudesandper
cept
ionsof

consumer
sandi
ntheendhel
pedr
evol
uti
oni
zedmanybusi
nesses.Thi
swasdone

t
hroughmeasur
abl
evastnet
wor
kofcust
omer
swi
tht
rust
wor
thydat
awi
thr
eal
-t
ime

f
eedbackofcust
omerex
per
iences.

I
tismuchmor
econv
eni
entf
orbusi
nessest
o conductsur
vey
sonl
i
newi
tha

pur
poset
ogetr
elev
anti
nfor
mat
ionf
rom t
arget
edgr
oupsandanal
yzi
ngt
her
esul
ts

based on t
hei
rresponses.Pot
ent
ialcust
omer
s can l
ook f
or r
evi
ews and

r
ecommendat
ionst
omak
einf
ormeddeci
si
onsaboutbuy
ingapr
oductorusi
ngt
he

ser
vice.Ont
heot
herhand,busi
nessescanuset
heex
erci
set
otakeact
ionon

r
elev
antf
eedbackf
rom cust
omer
sinmeet
ingt
hei
rneedsmor
eaccur
atel
y.

Onl
i
neADVERTI
SMENTi
stheuseoft
echnol
ogi
est
ohel
pmar
ket
ingact
ivi
ti
esi
n

or
dert
oimpr
ovecust
omerknowl
edgebymat
chi
ngt
hei
rneeds(
Chaf
fey
,2013)
.

Mar
ket
inghasbeenar
oundf
oral
ongt
ime.Busi
nessowner
sfel
ttheneedt
o

spr
eadt
hewor
daboutt
hei
rpr
oduct
sorser
vicest
hroughnewspaper
sandwor
dof

mout
h.Onl
i
neADVERTI
SMENTont
heot
herendi
sbecomi
ngpopul
arbecausei
t

ut
il
iz
esmass medi
a dev
icesl
i
ket
elev
isi
on,r
adi
o and t
he I
nter
net
.The most

commonOnl
i
neADVERTI
SMENTt
oolusedt
odayi
sSear
chEngi
neOpt
imi
zat
ion

12
(
SEO)
.It
srol
eist
omax
imi
zet
hewaysear
chengi
nesl
i
keGoogl
efi
ndy
ourwebsi
te.

13
Onl
i
ne ADVERTI
SMENTconceptor
igi
nat
ed f
rom t
he Onl
i
neand sear
ch engi
nes

r
anki
ngofwebsi
tes.Thef
ir
stsear
chengi
newasst
art
edi
n 1991 wi
th a net
wor
k

pr
otocolcal
l
edGopherf
orquer
yandsear
ch.Af
tert
hel
aunchofYahoo i
n 1994

compani
esst
art
edt
omax
imi
zet
hei
rranki
ngont
hewebsi
te(
Smy
th2007)
.

Whent
heOnl
i
nebubbl
ebur
sti
n2001,t
hemar
ketwasdomi
nat
edbyGoogl
eand

Yahoof
orsear
chopt
imi
zat
ion.Onl
i
nesear
cht
raf
fi
cgr
ewi
n2006;t
her
iseofsear
ch

engi
neopt
imi
zat
iongr
ewf
ormaj
orcompani
esl
i
keGoogl
e(Smy
th2007)
.In2007,

t
heusageofmobi
l
edev
icesi
ncr
easedt
heOnl
i
neusageont
hemov
edr
ast
ical
l
yand

peopl
eal
lov
ert
hewor
ldst
art
edconnect
ingwi
theachot
hermor
econv
eni
ent
ly

t
hroughsoci
almedi
a.

I
nthe dev
eloped wor
ld,compani
es hav
ereal
i
zed t
he i
mpor
tance ofOnl
i
ne

ADVERTI
SMENT.I
nor
derf
orbusi
nessest
obesuccessf
ult
heywi
l
lhav
etomer
ge

onl
i
newi
tht
radi
ti
onalmet
hodsf
ormeet
ingt
heneedsofcust
omer
smor
epr
eci
sel
y

(
Par
sons,
Zei
sser
,Wai
tman1996)
.

I
ntr
oduct
ion ofnew t
echnol
ogi
eshascr
eat
ed new busi
nessoppor
tuni
ti
esf
or

mar
ket
erst
omanaget
hei
rwebsi
tesandachi
evet
hei
rbusi
nessobj
ect
ives(
Kiani
,

1998)
.

Wi
tht
heav
ail
abi
l
ityofsomanychoi
cesf
orcust
omer
s,i
tisv
erydi
ff
icul
tfor

mar
ket
erst
ocr
eat
ebr
andsandi
ncr
easet
raf
fi
cfort
hei
rpr
oduct
sandser
vices.

Onl
i
neADVERTI
SMENTi
sapower
fulmar
ket
ingv
ehi
cl
eforbui
l
dingbr
andsand

i
ncr
easi
ngt
raf
fi
cforcompani
est
oachi
evesuccess(
Song,2001)
.Ex
pect
ati
onsi
n

t
ermsofpr
oduci
ngr
esul
tsandmeasur
ingsuccessf
oradv
ert
isementmoneyspent
,

14
Onl
i
neADVERTI
SMENTi
smor
ecost
-ef
fi
ci
entf
ormeasur
ingROIonadv
ert
isement
s

(
Pepel
njak
,2008)
.

15
Today
,monot
onousADVERTI
SMENTandmar
ket
ingt
echni
queshav
egi
venwayt
o

Onl
i
neADVERTI
SMENT.I
naddi
ti
on,i
tissopower
fult
hati
tcanhel
prev
ivet
he

economyandcancr
eat
etr
emendousoppor
tuni
ti
esf
orgov
ernment
stof
unct
ioni
n

a mor
eef
fi
ci
entmanner(
Munshi
,2012)
.Fi
rmsi
n Si
ngapor
ehav
etest
ed t
he

successofOnl
i
neADVERTI
SMENTt
ool
sasbei
ngef
fect
iveandusef
ulf
orachi
evi
ng

r
esul
ts.(
Teo,2005)
.Mor
eimpor
tant
ly,gr
owt
hinOnl
i
neADVERTI
SMENThasbeen

due t
othe r
api
dadv
ancesi
ntechnol
ogi
esandchangi
ngmar
ketdy
nami
cs(
Mor
t,

Sul
l
ivan,Dr
ennan,
Judy
,2002)
.Inor
derf
orOnl
i
neADVERTI
SMENTt
odel
i
verr
esul
ts

f
or busi
nesses,Onl
i
necont
entsuchasaccessi
bil
i
ty,nav
igat
ionandspeedar
e

def
inedast
hek
eychar
act
eri
sti
csf
ormar
ket
ing(
Kant
ti
la,2004)
.Ot
hert
ri
edand

t
est
edt
oolf
orachi
evi
ngsuccesst
hroughOnl
i
neADVERTI
SMENTi
stheuseofwor
d

-
of-
mout
hWOM onsoci
almedi
aandf
ormak
ingt
hesi
tepopul
ar(
Trusov
,2009)
.In

addi
ti
on,WOM i
sli
nkedwi
thcr
eat
ingnew member
sandi
ncr
easi
ngt
raf
fi
cont
he

websi
tewhi
chi
nret
urni
ncr
easest
hev
isi
bil
i
tyi
nter
msofmar
ket
ing.

Soci
almedi
awi
thanex
traor
dinar
yex
ampl
eFacebookhasopenedt
hedoorf
or

busi
nessest
ocommuni
cat
ewi
thmi
l
li
onsofpeopl
eaboutpr
oduct
sandser
vices

andhasopenednewmar
ket
ingoppor
tuni
ti
esi
nthemar
ket
.Thi
sispossi
bleonl
yif

t
hemanager
sar
eful
l
yawar
eofusi
ngt
hecommuni
cat
ionst
rat
egi
est
oengaget
he

cust
omer
s and enhanci
ng t
hei
r ex
per
ience (
Mangol
d, 2009)
. Mar
ket
ing

pr
ofessi
onalmustt
rul
y under
stand onl
i
ne soci
almar
ket
ing campai
gns and

pr
ogr
amsandunder
standhowt
odoi
tef
fect
ivel
ywi
thper
for
mancemeasur
ement

i
ndi
cat
ors.Ast
hemar
ketdy
nami
csal
lov
ert
hewor
ldar
echangi
ngi
nrel
ati
ont
othe

y
oung audi
ence accessi
bil
i
tyt
o soci
almedi
a and usage.I
tisi
mpor
tantt
hat

st
rat
egi
c i
ntegr
ati
on appr
oaches ar
e adopt
ed i
n or
gani
zat
ion’
s mar
ket
ing

communi
cat
ionpl
an(
Rohm &Hanna,
2011)
.
16
Bl
ogsasat
oolf
orOnl
i
neADVERTI
SMENThav
esuccessf
ull
ycr
eat
edani
mpactf
or

i
ncr
easi
ng sal
es r
evenue,especi
al
lyf
orpr
oduct
s wher
e cust
omer
s can r
ead

r
evi
ewsandwr
it
ecomment
saboutper
sonalex
per
iences.Forbusi
nesses,onl
i
ne

r
evi
ewshav
ewor
kedr
eal
l
ywel
laspar
toft
hei
rov
eral
lst
rat
egi
cmar
ket
ingst
rat
egy

(
Zhang,2013)
.Onl
i
neser
vicest
ool
sar
emor
einf
luenci
ngt
hant
radi
ti
onalmet
hods

ofcommuni
cat
ion(Hel
m,Möl
l
er,
Maur
oner
,Conr
ad,
2013)
.Aspar
toft
hest
udy
,iti
s

pr
ovent
hatuser
sex
per
ienceani
ncr
easei
nsel
f-
est
eem andenj
oymentwhent
hey

adaptt
o soci
almedi
a whi
ch i
tsel
fis a mot
ivat
ing si
gn f
orbusi
nesses and

mar
ket
ingpr
ofessi
onal(
Arnot
t,2013)
.Webex
per
iencesaf
fectt
hement
alpr
ocess

ofconsumer
s and enhance t
hei
rbuy
ing deci
si
on onl
i
ne (
Cet
ină
,Cr
ist
iana,

Ră
dul
escu,2012)
.Thi
s st
udy i
sver
yval
uabl
eformar
ket
ingpr
ofessi
onalasi
t

hi
ghl
i
ght
sthei
mpor
tanceofOnl
i
neADVERTI
SMENT.

TheOnl
i
nei
sthemostpower
ful
toolf
orbusi
nesses(
Yannopoul
os,
2011)
.Mar
ket
ing

manager
swhof
ailt
out
il
iz
ethei
mpor
tanceoft
heOnl
i
nei
nthei
rbusi
nessmar
ket
ing

st
rat
egywi
l
lbeatadi
sadv
ant
agebecauset
heOnl
i
nei
schangi
ngt
hebr
and,
pri
ci
ng,

di
str
ibut
ionandpr
omot
ionst
rat
egy
.

Pak
ist
anhasseent
remendousgr
owt
hinmedi
awi
th20mi
l
li
onpeopl
ehav
eaccess

t
otheOnl
i
nebutst
il
lmar
ket
ersi
nsi
stondoi
ngt
hingst
het
radi
ti
onalway(
Mohsi
n

2010)
.Managementandst
ruct
urei
nPak
ist
anar
est
il
lbasedonanci
entpar
adi
gm

wher
ecust
omer
sar
emov
ingaheadwi
tht
hei
rdemandsandex
pect
ati
ons.Thi
sgap

i
swi
deni
ngdaybydaywi
thl
i
mit
edsk
il
lsandmi
ndsetav
ail
abl
einPak
ist
ant
osol
ve

t
hepr
obl
em f
ort
hedemandi
ngcust
omer
s.Compani
esi
nPak
ist
ani
ncl
udi
ngt
he

MNC’
sar
egoi
ngt
het
radi
ti
onalwayandk
eepi
ngt
heOnl
i
neaspectj
ustt
oshowof
f

i
ntunewi
tht
hemoder
ntr
ends.

17
 AI
MSANDOBJECTI
VES

PRI
MARYOBJECTI
VE

• Themai
nobj
ect
iveoft
hest
udyi
stounder
standt
he

consumerbuy
ingj
our
neyi
nOnl
i
neer
a.

SECONDARYOBJECTI
VES

• Tok
nowaf
fi
nit
yincust
omer
sforcol
l
ect
ing

i
nfor
mat
ionbef
orepur
chase.

• Todet
ermi
neoutt
hemedi
a,whi
chi
smosti
mpor
tant

i
ncr
eat
ingst
imul
usi
nIndi
ans?

• Tounder
standt
hemedi
aconsumpt
ionofI
ndi
ans.

• Tof
igur
eouthowI
ndi
anwi
l
lpur
chaseapr
oduct
.

• Tounder
standpostpur
chasebehav
iourofI
ndi
an

18
METHODOLOGY

Thedescr
ipt
iver
esear
chdesi
gni
susedf
oranal
yzi
ngandst
udy
ingt
hepr
ocessof

Busi
nessDev
elopment
.Iti
sver
ysi
mpl
e&mor
especi
fi
cthanex
planat
oryst
udy
.

Dat
aSour
ces:

Pr
imar
yDat
a:-

I
tisaf
ir
sthanddat
awhi
chi
scol
l
ect
edbyy
ouonl
y.Thedi
ff
erentwayofcol
l
ect
ing

pr
imar
ydat
aisper
sonali
nter
view,quest
ionnai
re,sur
veyet
c.Aswel
l as t
he

quest
ionnai
rehasbeenusedi
nthi
sst
udyf
orcol
l
ect
ingpr
imar
ydat
a.

Secondar
yDat
a:-

Secondar
ydat
aiscol
l
ect
ed f
rom al
readyexi
sti
ngsour
ces i
nvar
ious

or
gani
zat
ionbr
ochur
es

&r
ecor
ds.Secondar
ydat
afort
hest
udywer
ecol
l
ect
ed f
rom t
he magaz
ines,

websi
tes&ot
herpr
evi
ousst
udi
es.

Tomeett
heobj
ect
ives,t
hest
udyusedqual
i
tat
iver
esear
ch.Thedescr
ipt
ivest
udy

was done t
hrough r
evi
ew ofex
ist
ing l
i
ter
atur
ethathel
ped i
nval
i
dat
ion and

ex
tract
ionoft
hei
mpor
tantv
ari
abl
esandf
act
ors.

Ihav
eal
so used an onl
i
nequest
ionnai
ret
o under
stand t
heconsumerbuy
ing

behav
iourofI
ndi
ansi
nOnl
i
neer
a

19
 I
NDUSTRYANALYSI
S

TheI
ndi
anMedi
aandEnt
ert
ainment(
M&E)I
ndust
ry,oneoft
hemostv
ibr
antand

ex
cit
ingi
ndust
ri
esi
nthewor
ld,hashadat
remendousi
mpactont
hel
i
vesandt
he

I
ndi
aneconomy
.Ast
heM&Ei
ndust
rywi
densi
tsr
each,i
tpl
aysacr
it
icalr
olei
n

cr
eat
ingawar
enessoni
ssuesaf
fect
ing,channel
l
ingt
heener
gyofandbui
l
ding

aspi
rat
ionsamongI
ndi
a’
smi
l
li
ons.Asi
tent
ert
ainsandi
nfor
mst
hecount
ry,t
he

M&E i
ndust
ryhasbeenacat
aly
stf
ort
hegr
owt
hofl
argepar
tsoft
heI
ndi
an

economy
.M&Ei
ndust
ryconsi
stofTV,
Pri
nt,
Fil
ms,
Radi
o,Musi
c,OOH,
Ani
mat
ionand

VFX,
Gami
ngandOnl
i
neADVERTI
SMENT.

TheFI
CCI
-KPMG 2014Repor
t'TheSt
ageI
sSet
'showi
ngt
heI
ndi
anmedi
aand

ent
ert
ainment(
M&E)i
ndust
ryhasgr
ownby 11.
8 per cent i
n 2013 whi
l
e

compar
ingwi
th2012andt
ouchedRs918bi
l
li
on.I
tisex
pect
edt
otouchRs1785.
8

bi
l
li
onby2018,
wit
haCAGRof14.
2percent
.

Byt
heendof2014,
thei
ndust
ryi
sex
pect
edt
ost
andatRs1039bi
l
li
on.Addi
ti
onal
l
y,

Onl
i
neADVERTI
SMENThasshownpr
omi
singgr
owt
hin2013whi
l
ecompar
ingwi
th

2012,
whi
chi
sabout

38.
7percent
,fol
l
owedbygami
ngwhi
chgr
ew by25.
5percent
.Asf
ort
he2018

pr
edi
cti
on:Onl
i
neADVERTI
SMENTi
sex
pect
edt
oleadt
heCAGRwi
th27.
7percent
,

f
oll
owedbyr
adi
owi
th

18.
1percent
.Gami
ngandt
elev
isi
onar
eex
pect
edt
oregi
steraCAGRof16.
2per

centeach,f
oll
owedbygr
owt
hrat
esofani
mat
ionandVFX(
15.
9per
cent
),musi
c

(
13.
2percent
),f
il
ms(
11.
9per
cent
)andOOHwi
t
h9.
2percentex
pect
edCAGR.

20
Accor
dingt
otheannualADVERTI
SMENTex
pendi
tur
erepor
tfr
om Gr
oupM,The

Onl
i
nemedi
aADVERTI
SMENTr
evenuesf
ort
hey
ear2013i
sest
imat
edatRs2,
520.
1

cr
ore(
around$405mi
l
li
on)

,up30%f
rom Rs1,
938.
6cr
orei
n2012.Onl
i
ne cont
ri
but
ed t
o 6.
5% oft
he t
otal

medi
aADVERTI
SMENTex
pendi
tur
ein2013,
upf
rom 5.
5%shar
ein2012.

Theagencyest
imat
est
hatt
heOnl
i
nemedi
aADVERTI
SMENTr
evenuest
oreachRs

3,
402.
2cr
ore(
$546mi
l
li
on)i
n2014,
regi
ster
inga35%gr
owt
hyearony
ear
.Thi
swi
l
l

r
epr
esentar
ound7.
9% oft
het
otalmedi
aADVERTI
SMENTex
pendi
tur
ein2014,

whi
chi
sest
imat
edatRs43,
065.
4cr
ore.Thecompanynot
est
hiswi
l
lbedr
ivenby

el
ect
ionspendi
ngbyt
hegov
ernmentandpol
i
ticalpar
ti
esacr
ossal
lmedi
a.Gr
oupM

madet
hepr
edi
cti
oni
nthel
atestedi
ti
onofi
tsannualr
epor
tThi
sYear
,Nex
tYear
.

Onl
i
nemedi
awer
epr
oject
edt
oincr
ease35%,wi
thTVsl
owi
ngt
o12% f
rom l
ast

y
ear
’s14.
6%andpr
intpi
cki
ngupt
o8.
5%f
rom 4.
6%i
n2013.

Onl
i
neadspendsaccount
edf
or8.
3per
centoft
het
otaladspendsofI
nr362.
5

bi
l
li
oni
n2013.Onl
i
nemedi
aADVERTI
SMENTi
nIndi
aisgr
ownby38.
7percenti
n

2013,f
ast
ert
han any ot
herad cat
egor
y.[
6]Wi
tht
he dr
amat
ic gr
owt
hin

21
mobi
l
eusage,cont
ent

22
pr
ovi
der
sandadv
ert
iser
sar
eseeki
ngoppor
tuni
ti
est
ogett
hei
rmessageacr
osson

t
hispr
efer
redmedi
um oft
hemasses.

I
tisest
imat
edt
hatt
het
otalOnl
i
neuserbasewi
l
lreach494Mi
l
li
onbyt
heendof

2018asagai
nst938mi
l
li
onTV v
iewer
sint
hesamey
ear
.Thi
smeanst
hatt
he

Onl
i
neuserpopul
ati
onwi
l
lbeappr
oxi
mat
ely53percentoft
het
otalnumberofTV

v
iewer
sint
hecount
ryi
n2018compar
edt
o27percenti
n2013.Thi
sshi
ftt
owar
ds

t
heOnl
i
nemedi
aisi
mpor
tantf
orOnl
i
nemedi
ast
rat
egi
stst
oconsi
der
,inor
dert
o

bal
ancet
hei
rmar
ket
ingbudget
sbet
weenonl
i
nemedi
aandt
radi
ti
onal
TVst
rat
egy
.

I
AMAI&I
MRBr
epor
tofMar
ch2013showi
ngt
rendsi
nbr
eak
up of Onl
i
ne ad

mar
ketamongv
ari
ousadt
ypesl
i
kesear
chads,di
spl
ayads,mobi
l
eads,soci
al

medi
aads,emai
ladsandv
ideoads.Byseei
ngt
hisbr
eak
up,wecanunder
stand

mar
ket
ersar
egi
vi
ngi
mpor
tancet
oal
lvenuest
opl
aceads.

Some oft
he k
eypl
ayer
sint
he Onl
i
ne ADVERTI
SMENT ar
e Ogi
l
vy& Mat
her
,

Webchut
ney
,IBS, I
sobar
, Max
us, 22 Feet
, Gr
ey Onl
i
ne, Mi
nd Shar
e,

23
I
nter
act
ive

24
Av
enues,
Omni
com Medi
aGr
oup,
Onl
i
neLaw&Kennet
h,Pi
nst
rom.

2.
1)Busi
nessModel
ofI
ndust
ry

ATD-AgencyTr
adi
ngDesk DSP-DemandSi
dePl
atf
orm SSP-

Sel
l
ingSi
dePl
atf
orm

AboutPr
ocess

Cl
i
ent
swoul
dgi
veaut
hor
it
ytoagenci
es,t
oweart
heshoesofcl
i
ent
s.Agencywi
l
l

cr
eat
eads,whi
chmaybebanneradsorv
ideos.Af
tert
hecr
eat
ionandget
ti
ng

appr
ovalf
rom cl
i
ent
s,agencywhi
l
efi
ndi
ngoutt
hepor
tal
sorwebsi
tes wher
ethe

T.
G i
s pr
esent
.Lat
ergi
vet
heor
dert
oDSPorATD,t
hisor
dercont
ainsdet
ail
s

r
egar
dingwher
etopl
aceadsorwhi
chpor
tali
srequi
ri
ngt
opl
aci
ngt
head.Thi
s

DSP/ATDwi
l
lbi
dinadex
change f
ort
hatpor
tal
.Ot
her
wiseagencycandi
rect
ly
25
appr
oacht
oadnet
wor
ksand

26
gi
veor
der
s.Theseadnet
wor
ksbuyt
hei
nvent
ori
esf
rom publ
i
sherandgi
vet
o

agency
.Fr
om publ
i
sherv
iewhecansel
li
nvent
ori
est
hroughAdnet
wor
ksort
hrough

SSP.I
fpubl
i
sher
sgi
vet
oSSP,t
heywi
l
lpl
acet
hosespacesi
nadex
changef
or

bi
ddi
ng.Thr
oughadex
changeDSP/
ATDwi
l
lbuyt
hosei
nvent
ori
es.Bi
ddi
ngwi
l
lnot

onl
yforspacebutal
sof
orT.
Gwhi
chr
equi
redf
orcl
i
ent
s.

Adex
changesar
etechnol
ogypl
atf
ormst
hatf
aci
l
itat
ethebi
dsf
or buy
ingand

sel
l
ingofonl
i
nemedi
aADVERTI
SMENTi
nvent
oryf
rom mul
ti
pleadnet
wor
ks.The

appr
oachi
stechnol
ogy
-dr
ivenasopposedt
othehi
stor
icalappr
oachofnegot
iat
ing

pr
iceonmedi
ainv
ent
ory
.

A demand-
side pl
atf
orm (
DSP) i
s a sy
stem t
hatal
l
ows buy
ers ofOnl
i
ne

ADVERTI
SMENTi
nvent
oryt
omanagemul
ti
pleadex
changeanddat
aex
change

account
sthr
oughonei
nter
face.Real
-
timebi
ddi
ngf
ordi
spl
ayi
ngonl
i
neadst
akes

pl
ace wi
thi
ntheadex
changes,
andbyut
il
iz
ingaDSP,mar
ket
erscanmanaget
hei
r

bi
dsf
ort
hebanner
sandt
hepr
ici
ngf
ort
hedat
athatt
heyar
elay
eri
ngont
otar
get

t
hei
raudi
ences.Asuppl
y-si
depl
atf
orm orsel
l
-si
depl
atf
orm(
SSP)i
sat
echnol
ogy

pl
atf
orm,webpubl
i
sher
soft
hewor
ldusea suppl
y-
side pl
atf
ormt
oaut
omat
eand

opt
imi
zet
hesel
l
ingoft
hei
ronl
i
nemedi
aspace.

27
2.
2)Por
ter
’sFi
veModel
Anal
ysi
sofOnl
i
neADVERTI
SMENTI
ndust
ry

Por
ter
’smodelwi
l
lhel
panal
ysi
sthei
ndust
ryandunder
standwher
ethepowerl
i
es

i
nthe busi
ness. Her
e I am usi
ng por
ter
’s model t
o under
stand Onl
i
ne

ADVERTI
SMENTi
ndust
ryi
nIndi
a.Gener
all
y,i
ntheI
ndi
anADVERTI
SMENTi
ndust
ry,

cont
ract
s ar
elongt
erm,andcust
omer
sar
eli
kel
ytok
eepgoi
ngbackt
othesame

adv
ert
isersol
ongasr
esul
tswer
eobt
ainedf
ort
hef
ir
stt
ime.

• Thr
eat
sofNewEnt
ry
• Ful
lser
viceagenci
eshav
ehi
ghdemandi
nMar
ket
.

• Lackofget
ti
ngef
fi
ci
entwor
kfor
cei
sat
hreati
nOnl
i
ne
ADVERTISMENT

• Costofset
ti
ngupaOnl
i
neagencyi
slow.
Butagenci
esneedt
o
i
nvestahugeamounti
nback
endf
unct
ionl
i
ket
echnol
ogy
.

• Get
ti
ngcl
i
ent
sint
hei
nit
ial
stagei
sabi
tdi
ff
icul
t,
becausecl
i
ent
s
wi
l
lus
ual
l
ylookt
hepastexper
ienceofagency
.

• Gov
ernmentr
egul
ati
onsi
ntheOnl
i
neADVERTI
SMENTar
elow.
Whi
l
ecompar
ingwi
thM&Ei
ndust
ry.

• Bar
gai
ningpowerofsuppl
i
ers
• Lotofsuppl
i
ersar
ether
e,butsomesuppl
i
erswhohav
ehi
gh
r
eachandaf
fi
nit
ywi
l
lchar
gehi
ghpr
icef
orpl
aci
ngadsi
nthei
rpor
tal
s.

• Realti
mebi
ddi
ngwi
l
lleadt
oani
ncr
easei
nthedemandofsome
port
als.

• Bar
gai
ningpowerofsuppl
i
ers,
whopr
ovi
dedat
aandi
nfor
mat
ion
ar
ever
yhi
gh.

• Seasonal
campai
gnsputpr
essur
eonsuppl
ysi
det
ochar
gehi
gh.
28
 • Empl
oyeeorwor
kfor
cewi
thpr
operk
nowl
edgei
sli
mit
ed.

• Bar
gai
ningpowerofbuy
ers

• Buy
erar
ethecl
i
ent
sofagenci
es,
basi
cal
l
ybuy
ersar
ehi
ghi
deaseek
ers.

• Cl
i
ent
swi
l
lchooseagenci
eswhi
chhav
egoodex
per
iencei
nindust
ry.
• Cl
i
ent
sli
kel
ongt
ermr
elat
ionshi
pswi
thagenci
es,
sot
heyal
sot
ryt
o
adj
ustwi
thagenci
es.

• Cl
i
ent
scanaskagenci
est
ochangepat
ter
nofcampai
gnsatanyt
ime.

• Cl
i
ent
sli
keMNCshav
ehi
ghpowerov
eragenci
es,
butSMEswi
l
lsat
isf
y
wi
thper
for
manceofagenci
es.

• Back
war
dint
egr
ati
onbybuy
ersi
snotpossi
ble.

• Thr
eat
sofsubst
it
utes
• No.ofsubst
it
utesi
shi
gh,
subst
it
utesi
ncl
udePr
intmedi
a,TV,
OOH
andRadi
o.

• Subst
it
utesar
etoopopul
aramongbuy
ers.Theyhadhi
ghdemandi
n
pasty
ear
s.

• Mai
ncompet
it
orf
orOnl
i
neADVERTI
SMENT i
s TVC,butt
he t
rends
ar
enowchangi
ngFI
CCI
-KPMGr
epor
tof2014showi
nggr
owt
h ofOnl
i
ne i
s
v
eryhi
ghwhi
l
ecompar
ingwi
thot
her
smedi
a.

• Butmedi
aconsumpt
iont
hroughr
adi
oisi
ncr
easi
ngnow.

• Ri
val
rybyexi
sti
ngcompet
it
ors
• Atpr
esentcompet
it
orsar
elow,
buti
tcanbei
ncr
easedi
nfut
ure.
Becausemanynewpl
ayer
sar
ecomi
ngt
othei
ndust
ry.

29
 • Ex
ist
ingcompet
it
orshav
ehi
ghpr
ofi
l
ecl
i
ent
sandcl
i
ent
sloy
alt
owar
d
t
hem.

• Mostoft
het
radi
ti
onal
agenci
esar
enowconcent
rat
ingi
nOnl
i
neal
so.

• Ex
ist
ingf
ir
msi
ntheI
ndust
ryar
ecr
eat
ingv
ari
etyanduni
quecampai
gn
f
orcl
i
ent
s.

• Mostoft
hef
ir
mshav
eef
fi
ci
entback
endsuppor
tint
echnol
ogy
.

• Ex
ist
ingf
ir
mshav
etheex
per
ti
semanpowerandf
ir
msgi
vi
ng
goodr
emuner
ati
onst
oempl
oyees.Soempl
oyeesar
eloy
alt
owar
ds
empl
oyer
s.
• Somef
ir
msar
epopul
arduet
oex
ecut
ionofi
nnov
ati
vecampai
gns.

• Fewoft
hebr
andshav
ein-
houseagenci
es,
itwi
l
lreducebusi
ness
butnoti
nahi
ghl
evel
.

Concl
usi
onofPor
ter
’sFi
veFor
ceAnal
ysi
s

• Lowt
hreat
sfornewent
ry.

• Hi
ghbar
gai
ningpowerofsuppl
i
ers.

• Bar
gai
ningpowerofbuy
ersi
smedi
um,
buti
nthecomi
ngy
eart
her
eis
chancef
ori
ncr
ease.
Duet
oal
otofpl
ayer
sar
ecomi
ngt
othei
ndust
ry.

• Thr
eat
soft
hesubst
it
utesar
ehi
gh,
buti
twi
l
lchangei
ncomi
ngy
ear
s.

• Ri
val
rybyex
ist
ingcompet
it
orsi
shi
gh,
butpossi
bl
etobr
eaki
tby
doi
ngsomeuni
quecampai
gnf
orcl
i
ent
.

• I
ndi
anmar
keti
sapot
ent
ial
mar
ketf
orOnl
i
neADVERTI
SMENTduet
o
hi
ghOnl
i
neandmobi
l
epenet
rat
ion.
30
 I
NDI
AANDONLI
NEPOPULATI
ON

I
ndi
a,wi
th1,
270,
272,
105(
1.27bi
l
li
on)peopl
eist
hesecondmostpopul
ouscount
ry

i
nthewor
ld,whi
l
eChi
nai
son t
he t
op wi
th ov
er1,
360,
044,
605 (
1.36 bi
l
li
on)

peopl
e.[
10]Thef
igur
esshow t
hatI
ndi
arepr
esent
sal
most17.
31% oft
hewor
ld'
s

popul
ati
on,whi
chmeansoneoutofsi
xpeopl
eont
hispl
anetl
i
vei
nIndi
a.Al
though,

t
hecr
own oft
hewor
ld'
smostpopul
ouscount
ryi
s on Chi
na'
s head f
ordecades,

I
ndi
aisal
lsett
otak
ethenumer
ousposi
ti
onsby2030.Wi
tht
hepopul
ati
ongr
owt
h

r
ateat1.
58%,I
ndi
aispr
edi
ctedt
ohav
emor
ethan1.
53bi
l
li
onpeopl
ebyt
heendof

2030.

I
ndi
aiscur
rent
lyhav
ingonl
i
nepopul
ati
onof213M,
amongt
hem 60%ar
emal
esand

40% ar
efemal
es.I
nhav
e110M mobi
l
eOnl
i
neuser
s,amongt
hem 80% ar
emal
es

and20%ar
efemal
es.
176M oft
het
otal
Onl
i
nepopul
ati
onar
epar
tofSoci
alMedi
as.

I
ndi
ahasby
passedJapant
obecomet
hewor
ld’
sthi
rdl
argestOnl
i
neuseraf
terChi
na

andt
heUni
tedSt
ates,andi
tsuser
sar
esi
gni
fi
cant
lyy
oungert
hant
hoseofot
her

emer
gingeconomi
es,
globalOnl
i
nemeasur
ementandanal
yti
csf
ir
m comScor
ehas

sai
din ar
epor
t.Ri
dingona31% y
ear
-on-
yeari
ncr
ease,I
ndi
a’
sonl
i
nepopul
ati
on

gr
ewt
o73.
9mi
l
li
on.Wi
thanex
tendedonl
i
neuni
ver
sei
nex
cessof145mi
l
li
ont
he

mar
keti
satat
ippi
ngpoi
ntf
oronl
i
nebusi
nesses.Thenumber
sar
elowert
hanot
her

r
ecentest
imat
es,possi
blyr
efl
ect
ingcomScor
e’smet
hodol
ogyt
hatonl
yfact
orsi
n

PCandl
apt
op-
basedOnl
i
neusage.

31
4.
1)GenderWi
se

I
ndi
acur
rent
lyhav
eonl
i
nepopul
ati
onof213M,amongt
hem 60% ar
emal
esand

40%ar
efemal
es.I
nhav
e110M mobi
l
eOnl
i
neuser
s,amongt
hem 80%ar
emal
es

and20%ar
efemal
es.176M oft
het
otal
Onl
i
nepopul
ati
onar
epar
tofSoci
alMedi
as.

Accor
dingt
otheOnl
i
neAndMobi
l
eAssoci
ati
onofI
ndi
a(I
AMAI
),t
heOnl
i
neuser

basei
nthecount
ryst
oodat190mi
l
li
onatt
heendofJune,2013.Fort
hewhol
e

y
ear2013,t
heOnl
i
neuserbasegr
ew42%t
o213mi
l
li
on,f
rom 150mi
l
li
oni
n2012.

Wi
thmor
eandmor
epeopl
eaccessi
ngt
heweb t
hrough mobi
l
e phones,t
he

Onl
i
neuserbasei
nthecount
ryi
spr
oject
edt
otouch243mi
l
li
onbyJune2014,a

y
ear
-on-
yeargr
owt
hof28%.

Youngermal
esandwomenaged35-
44emer
geaspoweruser
s

I
ndi
amal
esagedbet
ween“
15-
24”ar
emaj
oruser
samongMal
esandf
emal
es35-

44ar
emaj
oruser
sofi
nter
net
.Agewi
sedi
str
ibut
ionsar
egi
venbel
ow.

32
4.
2)Onl
i
neBehav
iourofI
ndi
anOnl
i
neUser
s

r
endsi
nonl
i
nebehav
iourar
echangedal
ot,
soci
alnet
wor
kingi
sleadi
ngnow.Ear
ly

peopl
ewi
l
luset
heOnl
i
net
oaccessemai
landf
orsear
chi
ngf
ori
nfor
mat
ion.But

nowpeopl
eli
ket
obesoci
al
,theyar
eint
erest
edi
nshar
ingt
hei
rli
fewi
thot
her
s.25%

oft
hepopul
ati
onar
edoi
ngsoci
alnet
wor
kingi
nIndi
afol
l
owedby23%i
nser
vices.

Ser
vicesi
ncl
udeemai
l
ingandi
nst
antmessagi
ng.

33
4.
3)Mobi
l
eOnl
i
neUser
s

Onl
i
nepenet
rat
ioni
nIndi
aisdr
ivenl
argel
ybymobi
l
ephones,wi
thsomeoft
he

cheapestandmostbasi
chand-
set
stodayof
fer
ingaccesst
othei
nter
net
.Accor
ding

t
oIMAI
,Indi
ahas110mi
l
li
onmobi
l
eOnl
i
neuser
sofwhi
ch25mi
l
li
onar
einr
ural

I
ndi
a.Thegr
owt
hofOnl
i
nepenet
rat
ioni
nrur
alI
ndi
aisdr
ivenl
argel
ybyt
hemobi
l
e

phone;70% ofr
uralI
ndi
a'
sact
iveOnl
i
nepopul
ati
onaccesst
hewebv
iamobi
l
e

phones.Thi
smayhav
etodowi
tht
hedi
ff
icul
tyi
naccessi
ngPCs.For
ty-
twoper
cent

of r
uralI
ndi
a'
s Onl
i
neuser
spr
eferusi
ngt
heOnl
i
nei
nlocall
anguages.Thehi
gh

pr
eval
enceofcont
enti
nEngl
i
shi
sahur
dlef
ormuchofr
ural
Indi
a.

Resear
chr
epor
tofI
nMobishowi
ngt
hebehav
iourmobi
l
euseri
nint
ernet
,21% of

t
hei
rtot
alconsumpt
ioni
sforEnt
ert
ainmentandSoci
alMedi
a,whi
chf
oll
owedby

Games,
Gener
alI
nfor
mat
ionSear
chandEmai
l
.

4.
4)Soci
alNet
wor
king

Soci
alNet
wor
kscapt
uret
hel
argestper
cent
ageofconsumer
s’t
imei
nther
egi
on.

comScor
edat
ashowi
ng86%oft
heI
ndi
anwebuser
svi
si
tasoci
alnet
wor
kingsi
te.

Facebookcont
inuest
obet
henumberonesoci
alnet
wor
kwi
th a 28% i
ncr
ease i
n

t
raf
fi
candar
eachof86%.Av
erage t
ime spentbya I
ndi
an useron f
acebooki
s

217
34
mi
nut
es.Li
nkedI
nemer
gesasnumbert
wo,whi
l
ePi
nter
estandTumbl
rar
ethe

f
ast
estgr
owi
ngnet
wor
ksbutgr
owt
hoft
wit
teri
sdecl
i
nedby15% i
n2013whi
l
e

compar
ingwi
th2012.

NumberofI
ndi
anuseronSoci
alNet
wor
kingPl
atf
orm

Facebook
-90Mi
l
li
on Twi
tt
er–30Mi
l
li
on Li
nkedI
n-18Mi
l
li
on

Pi
nter
est–15Mi
l
li
on I
nst
agr
am-2Mi
l
li
on

(
Sour
ce:
exchange4medi
arepor
t,2014)

4.
5)Ent
ert
ainmentandOnl
i
neVi
deo

35
Accor
ding to comScor
e dat
a,t
he onl
i
ne v
ideo audi
ence i
nIndi
a gr
ew an
ast
ounding

27per
centi
nthepasty
ear
;YouTubecont
inuest
obet
het
opv
ideopr
oper
tywi
th

mor
ethan 55% shar
e.I
nter
nat
ionalpubl
i
sher
sincl
udi
ng Facebook
,Yahoo and

Dai
l
ymot
iongetamaj
ori
tyoft
he54mi
l
li
onwhowat
chedv
ideos.YouTubei
sthe

mostpopul
arwi
th32,
519v
isi
tor
s.

Soci
alVi
deor
epor
tsay
ing46%ofOnl
i
neuser
swat
chbr
andr
elat
edv
ideoev
eryweek
.

54%wat
chi
ngv
ideost
hatar
einf
ormat
iveorent
ert
aini
ngof
tenl
eadst
oanumberof

ot
herposi
ti
veact
ivi
ti
essuchasv
isi
ti
ngt
hebr
andwebsi
te.Peopl
ear
enowl
i
kel
yto

r
egul
arl
ywat
chv
ideosusi
ngt
hei
rsmar
tphones.Al
mostsi
xint
enOnl
i
neuser
shav
e

gonet
opur
chaseani
tem af
terseei
ngi
ti
nanonl
i
nev
ideo.

36
4.
6)Medi
aConsumpt
ionofI
ndi
an’
s

Onanav
erageI
ndi
anconsumer
sar
espendi
ng6.
10hour
sinmedi
aperday
.In

t
radi
ti
onalmedi
aIndi
anaudi
encespendonl
y195mi
nor3.
15hour
s.I
fwe see t
he

br
eak
upi
twi
l
lbe86mi
nint
elev
isi
on,37mi
ninnewspaperand30mi
ninr
adi
o.

Remai
ning4.
55hour
sor214mi
ninnewmedi
aorOnl
i
nemedi
a.Br
eakupofnew

medi
awi
l
lbel
i
ke102mi
ninmobi
l
e,79mi
ninonl
i
neand33mi
nint
abl
ets.

Fr
om amar
ket
ersv
iewOnl
i
nepl
atf
ormi
sver
yimpor
tantbecausecust
omer
shav
e

mor
epr
esencei
nOnl
i
nemedi
a.Cust
omer
sar
espendi
ngmor
eti
meonOnl
i
ne,
soi
t

i
seasyt
ocat
chcust
omer
sinOnl
i
nepl
atf
orm,mor
ethant
hatspendi
ngOnl
i
nei
s

muchcostef
fect
ivewhi
l
ecompar
ingwi
tht
radi
ti
onal
.

37
 ONLI
NEADVERTI
SMENT

Onl
i
neADVERTI
SMENTi
sthepr
omot
ionofy
ourbusi
ness,or
gani
sat
ionorbr
and

usi
ngchannel
ssuchast
heI
nter
net
,mobi
l
edev
ices,t
elev
isi
onandr
adi
oinaddi
ti
on

t
ousi
ngcr
eat
iveonl
i
neADVERTI
SMENT,v
ideo,podcast
sandot
hersuchmet
hods

t
ocommuni
cat
eyourmessage.
[17]Onl
i
nemar
ket
ingi
npar
ti
cul
arpl
aysahugepar
t

i
n any Onl
i
ne ADVERTI
SMENTst
rat
egy and i
s becomi
ng t
he cor
e ofmany

or
gani
sat
ionsov
eral
lmar
ket
ing st
rat
egi
es,
par
ti
cul
arl
ywi
thr
egar
dtosoci
almedi
a

andv
iral
mar
ket
ing.

Onl
i
neADVERTI
SMENTecosy
stem i
snotonl
yconcer
nedwi
thOnl
i
nemar
ket
ingand

soci
almedi
amar
ket
ing,i
nthei
ntr
oduct
ionwedi
scussedt
hatpeopl
ehav
eabel
i
ef

t
hatt
heOnl
i
neorsoci
almedi
amar
ket
ingar
ethesamebutnott
hesame,becl
ear

f
rom begi
nni
ng i
tsel
f. Onl
i
ne ADVERTI
SMENTecosy
stem consi
sts of

Onl
i
nemar
ket
ing and soci
almedi
a mar
ket
ing.They ar
ejusta channelf
or

communi
cat
ion,Onl
i
neecosy
stem consi
stofi
ntegr
ati
ngchannel
sandi
ntegr
ati
ng

ser
vices.

5.
1)Onl
i
neEcosy
stem

5.
1.1) Sear
chEngi
ne

Sear
chengi
neopt
imi
sat
ion(
SEO)i
sthear
tofget
ti
ngawebsi
tet
owor
kbet
terwi
th

sear
chengi
nes(
li
keGoogl
e,Bi
ng&Yahoo)
,andt
olookf
orachi
evabl
e,pr
ofi
tabl
e,

r
ank
ingoppor
tuni
ti
est
hroughk
eywor
dresear
ch.I
tisaquestf
ori
ncr
easedv
isi
bil
i
ty

i
nsear
chengi
nesv
iar
elev
antcopy
,qual
i
tyl
i
nks,
domai
ntr
ust
,soci
alpopul
ari
tyand

sear
chengi
neconnect
ivi
ty.

Sear
chengi
nemar
ket
ing(
SEM)i
sabr
oader t
erm t
han SEO,and i
s used t
o

encompassdi
ff
erentopt
ionsav
ail
abl
eto use a sear
ch engi
ne’
s t
echnol
ogy
,

38
i
ncl
udi
ngpai
dads.SEM i
sof
tenusedt
odescr
ibeact
sassoci
atedwi
thr
esear
chi
ng,

submi
tt
ingandposi
ti
oni
ngawebsi
te

39
wi
thi
nsear
chengi
nes.I
tincl
udest
hingssuchassear
chengi
neopt
imi
zat
ion,pai
d

l
i
sti
ngsandot
hersear
ch-
engi
ner
elat
edser
vicesandf
unct
ionst
hatwi
l
lincr
ease

ex
posur
eandt
raf
fi
ctoy
ourWebsi
te.

5.
1.2) Di
spl
ays

Di
spl
ayADVERTI
SMENTi
sat
ypeofADVERTI
SMENTt
hatt
ypi
cal
l
ycont
ainst
ext

(
i.
e.,copy
),l
ogos,
phot
ogr
aphsorot
heri
mages,
locat
ionmaps,andsi
mil
ari
tems.I
n

per
iodi
cal
s,di
spl
ayADVERTI
SMENTcanappearont
hesamepageas,oron t
he

pageadj
acentt
o,gener
aledi
tor
ialcont
ent
.Nor
malbanner
s,Ri
chmedi
abanner
,

I
nter
sti
ti
al
sandpopsar
eex
ampl
esofdi
spl
ays.

5.
1.3) Mobi
l
eMar
ket
ing

Mobi
l
emar
ket
ingi
susedi
nref
erencet
oanymar
ket
ingef
for
tsonorwi
thamobi
l
e

dev
ice.I
tinv
olv
espl
anni
ng,cr
eat
ing,andi
mpl
ement
ingami
xofi
nit
iat
ivest
obr
ing

t
oget
hersel
l
ersandbuy
ersv
iamobi
l
edev
ices.Mobi
l
eads,Mobi
l
ewebsi
tes,Apps

andGamesar
esomeex
ampl
esf
ormobi
l
emar
ket
ing.

5.
1.4) Soci
alMedi
aMar
ket
ing

Soci
alMedi
aref
erst
oanysof
twar
etoolt
hatenabl
esandencour
agesengagement

i
nconv
ersat
ionorshar
ing.Popul
arf
ormsofsoci
almedi
aincl
udeFacebook
,Twi
tt
er,

Li
nkedI
n,YouTube,Pi
nter
est
,Googl
e+andbl
ogs.Nowday
ssoci
almedi
abecome

pl
atf
ormf
ormar
ket
erst
omakeconv
ersat
ionwi
thcust
omer
s.Br
andsar
enow

engagi
ngcust
omer
sthr
oughsoci
almedi
a.

5.
1.5) eMai
lMar
ket
ing

eMai
lMar
ket
ingi
sat
ypeofdi
rectmar
ket
ingt
hati
nvol
vessendi
ngper
sonal
i
zed,

t
arget
edmessagest
oaspeci
fi
caudi
ence.eMai
lMar
ket
ingi
seasyt
ouse,
lowcost
,
40
and

41
ef
fect
ive.Mostoft
heB2Bbusi
nessi
npr
esenter
ainf
oll
owi
ngemai
lmar
ket
ing,
but

i
nB2Cemai
lmar
ket
ingi
spr
oduct
ive.

5.
1.6) Vi
deo

Mar
ket
ersar
enowusi
ngv
ideot
omak
ecust
omer
sawar
eofbr
andsandshar
ingt
he

ex
per
ienceofot
hercust
omer
s.YouTubeadsar
etoopopul
ar i
nvi
deo ads.I
n

soci
almedi
apl
atf
ormsal
sobr
andsar
eshar
ingv
ideo.

5.
1.7) Anal
ysi
s

Anal
yti
csi
sthepr
act
iceofev
aluat
ingdat
a,andt
hepr
ocessbywhi
chacompany

ar
ri
vesatamostadv
ant
ageousdeci
si
on.Her
emar
ket
eranal
ysi
sthei
ntegr
ate

channel
tounder
standt
he

ef
fect
ivenessofcommuni
cat
ion.Anal
ysi
smaybebasedonnumber
sofv
isi
tor
sor

l
i
kei
nsoci
almedi
apages.
.Et
c.

5.
1.8)Cont
entManagement

Af
teranal
ysi
sthei
ntegr
atechannel
smar
ket
ercan abl
e t
o under
stand t
he

pr
obl
emswi
thcur
rentcont
ent
s.Lat
erhecanmanaget
hecont
entt
oincr
easet
he

engagementr
ate,
cont
entmaybet
exti
nbanner
s,i
magesf
orwebsi
tes.

5.
1.9) Adv
ancedTar
get
ing

Adv
ancedt
arget
ingar
etechni
quesi
nvol
vi
ngt
hesendi
ngoft
arget
edmessagest
oa

speci
fi
caudi
ence.I
tisusedt
oincr
easet
heef
fect
ivenessofamar
ket
ingcampai
gn.

Behav
iour
alt
arget
ingi
sal
soapar
tofadv
ancedt
arget
ing,mar
ket
erscant
arget

cust
omer
sbasedont
hei
rpastbehav
iouri
nonl
i
ne.Mar
ket
ercanputadsi
not
her

42
webpagewher
e

43
cust
omeri
sgoi
ng.

5.
1.10) Cr
eat
ive

Cr
eat
ivei
sthear
ti
sti
ccomponentofanadorwebsi
te.I
tusual
l
yincl
udesani
mage

andcopypr
esenti
nadsorwebsi
te.Mar
ket
ercanmak
ethosecont
ent
sat
tract
ivet
o

cust
omer
s.Mar
ket
er wi
l
lsomet
imes change t
he ent
ir
e desi
gn ofwebsi
tes,

apps.
.Et
c.

5.
1.11) Resear
chandPl
anni
ng

Mar
ket
erwi
l
ldosomer
esear
cht
ounder
standt
hebehav
iour
,tast
eandpr
efer
ence

t
ocust
omer
sinOnl
i
nepl
atf
orm.Thi
sresear
chmaybedonebyusi
ngpai
d-t
ool
sli
ke

ComScor
e..
.Et
c.Thr
ought
hisr
esear
chmar
ket
ercanunder
standi
ngwher
eT.
Gis

pr
esentorwhatT.
Gwoul
dtodoonl
i
ne.Af
terr
esear
ch mar
ket
erwi
l
lpl
an new

campai
gnsbasedont
hoser
esear
chr
epor
ts.Thesecampai
gnsar
emor
eef
fect
ive

t
oreacht
heT.
Gpr
oper
ly.

5.
1.12) Onl
i
neSt
rat
egy

Onl
i
ne st
rat
egy i
sthe pr
ocess ofspeci
fyi
ng an or
gani
zat
ion'
svi
si
on,goal
s,

oppor
tuni
ti
esandi
nit
iat
ivesi
nor
dert
omax
imi
zet
hebusi
nessbenef
it
sthr
ough

Onl
i
nemedi
a.St
rat
egywi
l
lbedi
ff
erentf
oreachbr
and,i
twi
l
lbaseont
hebr
and

obj
ect
iveandt
argetgr
oupsi
nter
est
.Iti
sact
ualapl
anf
ormul
atedbyt
hemar
ket
ert
o

ex
plor
etheoppor
tuni
ti
es.St
rat
egymaybeshor
tter
m orl
ongt
erm,buti
tneedst
o

bef
itwi
thmar
ketsi
tuat
ions.

5.
2)Ty
pesofOnl
i
neADVERTI
SMENT

44
I
nnor
malout
boundmar
ket
ing,wewi
l
lusepul
landpushmar
ket
ingst
rat
egy
.Li
ke

t
hati
nOnl
i
neADVERTI
SMENTal
sopul
landpushar
ety
pes.

45
I
npushOnl
i
neADVERTI
SMENTt
hemar
ket
ersendsamessagewi
thoutt
her
eci
pient

act
ivel
yseeki
ngt
hecont
ent
,suchasdi
spl
ayADVERTI
SMENTonwebsi
tesand

newsbl
ogs.Emai
l
,tex
tmessagi
ngandwebf
eedswi
thcust
omi
zedcont
ent
scan

al
so becl
assedaspushOnl
i
ne ADVERTI
SMENTwhen t
he r
eci
pi
ent has not

act
ivel
y soughtt
hemar
ket
ingmessage.Pushmar
ket
ingal
l
owsy
out
otar
gety
our

demogr
aphi
csandusey
ourmar
ket
ingdol
l
arst
opr
omot
eyourpr
oductt
othe

peopl
eyouk
nowar
eint
erest
edi
nwhaty
ouhav
etosel
l
.Apushmar
ket
ingcampai
gn

canbemor
eex
pensi
ve when i
tcomest
oupf
rontcost
s,soy
our
eal
l
yneedt
obe

sur
ethaty
ourmar
ket
ing i
sgoi
ng t
oreacht
her
ightpeopl
eatt
her
ightt
ime.

Behav
iourt
arget
ingi
sgoodex
ampl
eforpushOnl
i
neADVERTI
SMENT.

I
nPul
lOnl
i
neADVERTI
SMENTi
ncl
udesbl
oggi
ng,emai
lmar
ket
ing,soci
almedi
a,

i
nfogr
aphi
csandot
herf
ormsofv
isualmessagi
ngandsear
chengi
neopt
imi
zat
ion

(
SEO)
.Apul
lmar
ket
ingcampai
gnal
soi
ncl
udespubl
i
crel
ati
onsorot
herway
sof

r
eachi
ngoutt
opot
ent
ialoral
readyr
eal
i
zedcust
omer
swhoy
ouwantt
okee
p

engaged.Whi
l
eapul
lmar
ket
ingcampai
gncanbel
essex
pensi
vet
ogetst
art
ed,
you

wi
l
lincurcost
sinot
herway
s.Forex
ampl
e,i
fyouar
erunni
ngasoci
almedi
a

campai
gn,
youwi
l
lneedt
ohi
resomeonet
omanagey
oursoci
almedi
aandr
espond

t
opeopl
ewhol
eav
ecomment
soraskquest
ions.Soci
almedi
aget
speopl
etal
ki
ng

and t
hathasamaj
ori
mpactonsal
es.Pul
lmar
ket
ingal
sor
equi
resagr
eat
er

i
nvest
menti
nti
me,buti
tgi
vesy
oumor
eabi
l
ityt
oent
ert
ainy
ourcust
omer
sand

educat
ethem abouty
ourcompany
.[18]

Butdon'
tgetconf
usedbyseei
ngEmai
linpushandpul
l
,ther
eisadi
ff
erence.I
f

mar
ket
eri
ssendi
ngemai
l
swi
thcust
omi
zedcont
entorbanner
stospeci
fi
cgr
oupof

cust
omer
sispushOnl
i
neADVERTI
SMENT.I
fmar
ket
eri
ssendi
ngemai
l
swi
tht
he
46
samecont
entorbannert
oal
lcust
omer
sispul
lOnl
i
neADVERTI
SMENT.

47
5.
3)AI
DMAasAI
SASi
nOnl
i
neEr
a

AI
DMAwi
del
yaccept
edmodeldescr
ibi
ngt
hepsy
chol
ogi
calpr
ocessl
eadi
ngupt
o

t
heconsumer
’sdeci
si
ont
opur
chaseapr
oduct
.Thi
s modeli
s si
mil
art
o AI
DA

model
.The AI
DMA Modelwasf
ir
stadv
ocat
ed byRol
and Hal
l
,an Amer
ican

economi
st,
around1920.[
19]

Accor
ding t
othi
smodel
,ther
ear
efi
vek
eypr
ocesses:At
tent
ion,i
nwhi
cht
he

consumerf
ir
stnot
icest
hepr
oductoradv
ert
isement
,fol
l
owedbyI
nter
est
,Desi
re,

Memor
y,andAct
ion.

Thi
s modelhas been used ex
tensi
vel
yint
he ADVERTI
SMENT and mar
ket
ing
i
ndust
ri
es.

AI
SASi
sapr
ocessmodelofconsumer
spur
chasi
ngact
ivi
ti
esi
ntheOnl
i
neage.

AI
SASi
saconsumpt
ionbehav
iourmodelt
hathasbeenadv
ocat
edbyDent
susi
nce

2004.I
twasdev
elopedt
oobser
vebehav
iour
s based on t
he under
standi
ng t
hat

t
he Onl
i
nehas become pr
eval
ent
,and t
hatconsumer
s now hav
e access t
o

env
ironment
sinwhi
cht
heycanobt
ainandt
ransmi
tinf
ormat
iont
hemsel
ves.

I
nthi
smodel
,thek
ey pr
ocesses ar
e:At
tent
ion,i
n whi
ch t
he consumer f
ir
st

not
icest
hepr
oductoradv
ert
isement
,fol
l
owedbyI
nter
est
.Af
tert
his,t
heconsumer

Sear
chesf
ori
nfor
mat
ion,and t
hen mak
esa pur
chase (
Act
ion)
, af
ter whi
ch

i
nfor
mat
ion i
s shar
edwi
thot
her
s.I
ncompar
isont
o“AI
DMA,
”thepsy
chol
ogi
cal

pr
ocesshasbecomemor
ecompact
,andt
heAct
ionpr
ocesshasex
panded.

Thesechangesar
eshownhowpr
esencesi
nOnl
i
near
eimpor
tantf
orbr
ands.Br
ands

48
can

49
abl
etocr
eat
eawar
enessandOnl
i
newi
thoutOnl
i
ne.Buti
twi
l
lnotl
eadt
oact
ioni
n

cur
rentscenar
io.Cust
omer
sneedmor
einf
ormat
ioni
nthepr
esenter
a;t
hey ar
e

i
nfor
mat
ionseek
erandal
way
ssear
chf
ort
hebestdeal
.Br
andscan’
tsust
ainwi
thout

Onl
i
nemedi
a.

5.
4)Adv
ant
agesofOnl
i
neADVERTI
SMENT

Onl
i
neADVERTI
SMENTi
sincr
easi
ngl
yani
nher
entbudget
arycomponentofmany

or
gani
zat
ionst
oday
.Or
gani
zat
ionsofal
lsi
zesuset
hemedi
um t
opr
omot
ethei
r

pr
oduct
sandser
vices.Sowel
l
,whydosomanyor
gani
zat
ionsuset
hemedi
um?

Si
mpl
yput
,iti
sduet
othenumer
ousadv
ant
agest
hatonl
i
neADVERTI
SMENTof
fer
s.

Thesear
edi
scussedi
nthepar
agr
aphsahead.

Reach-Theabi
l
ityoft
heonl
i
nemedi
um t
otar
getacer
tai
ndemogr
aphi
cofuser
sis

one oft
he gr
eat
estadv
ant
ages ofOnl
i
ne ADVERTI
SMENT.I
n addi
ti
on,t
he

geogr
aphi
calr
eachoft
heonl
i
nemedi
um i
sfargr
eat
er t
hant
hatoft
radi
ti
onal

medi
a.I
t’
snotonl
ycostef
fect
ivet
oachi
eveawi
dergeogr
aphi
car
eabutt
heads

canal
sobet
arget
edt
othedesi
redaudi
ence.Forex
ampl
e,i
fanadv
ert
iseri
skeen

onsel
l
inghi
sorherpr
oduct
star
get
edt
oacer
tai
ndemogr
aphi
cofpeopl
e,i
tisqui
te

possi
blet
hroughonl
i
neADVERTI
SMENT.Onl
i
neADVERTI
SMENThasmat
uredt
o

t
heex
tentt
hatwebpubl
i
sher
s,medi
aagenci
esandadv
ert
iser
sthemsel
vesk
now

t
heopt
imal
way
sandwebsi
tesf
oracer
tai
ncat
egor
yofpr
oduct
sorser
vices.

Measur
ement-Wi
thv
ari
oust
ool
sbecomi
ngav
ail
abl
e,t
racki
ngef
fect
ivenessofad

campai
gns i
s becomi
ng possi
blet
oday
.In ot
herwor
ds,measur
ing Ret
urn of

I
nvest
ment(
ROI
)isi
ncr
easi
ngl
ypossi
blet
oday
.Or
gani
zat
ionst
hatwer
epr
evi
ousl
y

r
eluct
antt
ospendonl
i
ne,
nowr
eal
i
zet
hatt
heonl
i
nemedi
um does of
fermeans

t
o al
l
evi
ate anysuch f
ear
s.Mor
eov
er,whenpr
oper
lydesi
gnedonl
i
nemar
ket
ing
50
campai
gnsgener
atet
he

51
desi
redresul
ts, adv
ert
iser
sar
efur
therencour
agedt
ocont
inueADVERTI
SMENT
onl
ine.

I
nter
act
iveandEngagement-TheOnl
i
nei
s ar
guabl
ythe mosti
nter
act
ive and

engagi
ngmedi
um amongv
ari
ousot
her
s.I
nter
act
ivecampai
gnshav
ebecomea

nor
m wi
tht
he poweroft
he onl
i
ne medi
um.One such adv
ert
isementwor
th

ment
ioni
ngi
sthecampai
gnbyAXE wher
etheendusercoul
dal
tert
hesmi
l
eofa

womanashe/
shel
i
kedt
oi.
e.i
nani
nter
act
ivef
ramewor
k.Theadv
ert
isementst
ruck

ani
nst
antchor
dwi
tht
hey
out
htowhi
chAXEt
hebr
andi
sposi
ti
onedf
orCust
omer
s

ar
ebasi
cal
l
yjustacl
i
ckawayf
rom t
headv
ert
iser
s.I
not
herwor
ds,
dir
ectr
esponse

bet
weenenduser
sandadv
ert
iser
sispossi
blet
hrought
heonl
i
nemedi
um.

Ti
me-Thr
ought
heI
nter
net
,anadv
ert
isercanr
eachadesi
redt
argetgr
oupor

demogr
aphi
cinamuchshor
tert
imef
rame.Forex
ampl
e,i
fanadv
ert
iserneedst
o

pl
ansomesor
tofambushmar
ket
ing,
theonl
i
nemedi
um canbeanef
fect
ivemeans

ofachi
evi
ngi
t.Ev
enot
her
wisei
.
e.f
orr
egul
armar
ket
ingcampai
gns,t
het
otalt
ime

necessar
ytocompl
eteanonl
i
neADVERTI
SMENTcampai
gni
slesst
hant
hatof

t
radi
ti
onal
ADVERTI
SMENTmet
hods.

Cost - When compar

ed t
o t
radi
ti
onal f
orms of ADVERTI
SMENT, Onl
i
ne

ADVERTI
SMENTi
scheaper
.Var
iouspay
mentmodel
sar
eav
ail
abl
ebet
weent
he

adv
ert
iser
sandpubl
i
sher
s.Manyat
ime,
adv
ert
iser
sar
echar
gedonl
ywhenv
isi
tor
s

cl
i
ckont
hei
rads.Thev
ari
ouspay
mentmodel
sar
e di
scussedi
ndet
aili
nthenex
t

sect
ion.

5.
5)Onl
i
neADVERTI
SMENT:
AdAv
enues

SEARCHADVERTI
SEMENTS:Adv
ert
isement
smadeupoft
ext(
displ
ayedl
argel
yas

52
sponsor
ed l
i
nks on sear
ch engi
nes) come undert
his cat
egor
y.These ar
e

back
edby

53
hyper
li
nkst
hatwhencl
i
ckedon,t
aket
hepot
ent
ialcust
omert
otheadv
ert
iser
s
websi
te.

DI
SPLAY ADVERTI
SEMENTS:Adv
ert
isement
sthatar
epl
acedatv
ari
ouspoi
ntson

awebpaget
hatt
ypi
cal
l
ycont
ainl
ogos,phot
ogr
aphs,ot
heri
magesorev
ent
ext
.

Technol
ogi
cal
l
ythesecompr
iseofI
mage,Si
mpl
efl
ashandRi
chmedi
awi
thor

wi
thoutv
ideoads.

MOBI
LE ADVERTI
SEMENTS:Adv
ert
isement
sthatar
evi
ewed orconsumed on

mobi
l
ephonesort
abl
etscomeundert
hiscat
egor
y.Thesecompr
iseofMobi
l
eWeb

ads,
SMS,
MMS,Mobi
l
eVi
deo&TVadsandI
n-Appads.

SOCI
ALMEDI
AADVERTI
SEMENTS:
Adv
ert
isement
sofanyt
ype:
tex
t,di
spl
ay,
stamp

pads et
c di
spl
ayed on v
ari
ous soci
almedi
a websi
tes l
i
ke:Facebook
,Twi
tt
er,

Li
nkedI
n,Pi
nter
est
,Or
kutet
cfal
li
ntot
hiscat
egor
y.

EMAI
L ADVERTI
SEMENTS:Adv
ert
isement
sthati
nvol
ve sendi
ng acr
oss a

commer
cialmessaget
oagr
oupofpeopl
eusi
ngemai
lcompr
iseoft
hisadt
ype.

Emai
l
sar
eusedt
oengagewi
thexi
sti
ngcust
omer
stogetr
epeatbusi
nessaswel
l

ast
oacqui
renewcust
omer
s.

VI
DEOADVERTI
SEMENTS:Adv
ert
isement
sthatf
allbr
oadl
yundert
hedi
spl
ayt
ype

buthav
evi
deowi
thi
nthem andar
eser
vedbef
ore,dur
ingand/
oraf
terav
ideo

st
ream ont
hei
nter
net
.Thi
sty
pecompr
isesI
n-Vi
deoads,St
andar
dIn-
Str
eam ads

(
prer
oll
s,mi
drol
l
sorpostr
oll
s)andTr
ueVi
ewads.

54
5.
6)Someoft
heBasi
cTer
msi
nOnl
i
neADVERTI
SMENT

• I
mpr
essi
on-Ani
mpr
essi
oni
sameasur
eoft
henumberoft
imesanadi
s

seen,
whet
heri
ti
scl
i
ckedonornot
.Eacht
imeanaddi
spl
aysi
ti
scount
edas

onei
mpr
essi
on.

• PageVi
ew -Vi
ewi
ngt
hepagei
sknownaspagev
iew.I
tget
scount
ed

oncet
hepagel
oaded.

• Leads-Whenoneper
sonf
il
lshi
sdet
ail
sint
hegi
venboxi
sknownasl
ead.

• Conv
ersi
on-Theper
cent
ageofpeopl
ewhoseact
ivi
tycan bet
rack
ed

whi
l
ecl
i
cki
ngonanadorv
isi
ti
ngawebsi
tet
oact
ual
l
ypur
chasi
ngapr
oduct

orser
vice.A hi
ghconv
ersi
onr
atei
ndi
cat
est
hatt
hel
i
nk,adorsi
tewas

successf
ul

• I
nboundl
i
nk-Li
nkconnect
ingt
oyourwebsi
tef
rom adi
ff
erentwebsi
te.

• Pr
ofi
l
ing-Tobui
l
dapi
ctur
eofat
argetcust
omerbasedon i
nfor
mat
ion

f
rom v
ari
oussour
cesi
ncl
udi
ngcust
omert
ransact
ionscompl
etedf
ormsand

demogr
aphi
cdat
a.

• Uni
queVi
sit
or-Uni
queI
Paddr
essaccessi
ngawebsi
te.

• Landi
ngPage-Acust
om webpagedesi
gnedt
oconv
ertv
isi
tor
sint
o

l
eadsors
ales.Emai
l
,banneradsand ev
en of
fl
ineout
bound mar
ket
ing

campai
gnsdr
ivet
raf
fi
ctoal
andi
ngpaget
ocapt
urei
nfor
mat
ionort
ri
ggera

sal
e.Landi
ngpagei
sal
socal
l
edasdest
inat
ionpageorspl
ashpage.

55
5.
7)Ty
pesofads

• Abov
eTheFol
d:Abov
ethef
oldr
efert
obanner
sadswhi
char
edi
spl
ayed

att
het
opofawebpage.

• Ri
ch-medi
a:Onl
i
neadst
hatcont
ainmot
ion,
soundsorv
ideoar
eter
med

asr
ichmedi
aads

• I
nter
sti
ti
alAds:
Adst
hatappear
sbet
weenwebpages.

• BannerAds:Embeddi
nganadi
ntoawebpage-k
nownasacl
i
ckt
hrough

duet
oint
eract
iveact
ionswher
etheconsumer
scl
i
cksandi
stak
ent
othe

bannerad’
scompanywebsi
tes

• Pop-
up:Adst
hatdi
spl
aysi
nabr
owserwi
ndowei
theri
nfr
ontorbehi
nd

t
hecur
rentbr
owserwi
ndow.

5.
8)Monet
aryt
ermi
nOnl
i
neADVERTI
SMENT

• Cost–Per
-Act
ion(
CPA)
:CostofADVERTI
SMENTbasedonav
isi
tor

t
aki
ngsomespeci
fi
cal
l
ydef
inedact
ioni
nresponset
oanad.“
Act
ion”i
ncl
ude

sucht
hingsasasal
est
ransact
ion,
acust
omeracqui
si
ti
onoracl
i
ck

• Cost
-Per-
Cli
ck(
CPC)
:Cost of ADVERTI
SMENT based on t
he

numberofcl
i
cksr
ecei
ved.

• Cost
-Per
-Thousand(
CPM)
:Thest
andar
duni
tforbuy
ingorsel
l
ing

Onl
i
neADVERTI
SMENT.Thet
housandst
andsf
or‘
thousandADVERTI
SMENT

i
mpr
essi
onsorv
iews’
.

• Pay
-Per
-Impr
essi
on:Onl
i
neADVERTI
SMENTwher
eanadv
ert
iserpay
sa

pr
e-agr
eed pr
iceeacht
imeausercl
i
cksont
hei
radv
ert
isement
.Thecostf
or
56
t
he

57
 cl
i
cki
sof
tennegot
iat
edt
hroughauct
ion,wi
thadpl
acementdet
ermi
nedby

t
her
elat
ivesi
zeoft
hebi
d,aswel
lasot
herf
act
ors.

• Pay
-Per
-I
ncl
usi
on:
Sear
chengi
nemar
ket
ingpr
ogr
amst
hatguar
ant
ee

websi
tel
i
sti
ngf
orspeci
fi
ckey
wor
dsear
cht
ermf
oraf
ee.

• Pay
-Per
-Lead:
Pay
ingt
oacqui
rel
eadsf
rom anout
sidepar
tyataset

r
ateoramountperl
ead

5.
9)Br
andi
ngi
nOnl
i
neEr
a

Bef
oredoi
ngt
hisi
nter
nshi
p,Ibel
i
evedmar
ket
eri
sresponsi
blef
orbui
l
dingabr
and

ormar
ket
eri
sacust
odi
anf
orabr
and.Butwhi
l
edoi
ngani
nter
nshi
p,Iunder
stood

mar
ket
eri
s notacust
odi
an,hei
saper
sonwhogui
desapr
oductt
obecomea

br
and.

Today
,br
andcust
odi
ansar
etheconnect
eduser
swhoex
istacr
ossOnl
i
nepl
atf
orms.

Theyar
emul
ti
facet
ed.Theyar
ethepubl
i
sher
s,ci
rcul
ator
s,ambassador
s,i
nst
igat
ors

andatt
hesamet
imet
heyar
ethecust
odi
ansaswel
l
.Thei
rOnl
i
nel
yconnect
ed

ex
ist
encehaspower
,

cr
edi
bil
i
ty,i
nfl
uence,dept
h,andr
each.
[26]Thei
rOnl
i
nemessagi
nghast
hev
eloci
ty,

accel
erat
ion,
andmoment
um r
equi
redt
oimpactbr
ands.Yetbr
andsandt
hei
rdef
aul
t

cust
odi
anscont
inuet
oli
vebl
i
ssf
ull
yinani
l
lusi
onaboutt
hecont
rolt
heyex
erci
se

ov
ert
hei
rbr
and.

Br
andi
sanenabl
eri
nthecur
rentage.I
tist
hepar
ti
ci
pant
s,t
hebr
andconv
ersat
ions

and t
he pl
atf
orms t
hatampl
i
fyt
he br
and and dr
ivet
he br
and phi
l
osophy
.

Busi
nessesneedt
o,t
her
efor
e,under
standt
heconsumer
sandt
heev
olv
ingOnl
i
ne

spher
ebet
terandcont
inuet
obui
l
dbr
andswi
thi
ntheOnl
i
nel
yconnect
edecosy
stem
58
byf
ocusi
ngont
hef
oll
owi
ng3el
ement
s-[
27]

59
Peopl
e

TheOnl
i
neagehasdemocr
ati
zed i
ndi
vi
dual
s. Theyar
e no l
onger passi
ve

consumer
s,butact
iveandcr
eat
ivepar
ti
ci
pant
s.Theyex
pectandbel
i
evei
ntheco-

cr
eat
ionofanex
per
ience,t
her
ebyev
olv
ingf
rom consumer
stouser
s.Theyar
e

becomi
ngt
hemostcr
edi
bleandr
eli
abl
esour
ceoft
het
ruepi
ctur
eofabr
and.

Consumer
s ar
e begi
nni
ng t
o seek a r
elat
ionshi
p off
airex
change bet
ween

t
hemsel
ves and t
he busi
nesses wher
e each cont
ri
but
es and ev
ery
one gai
ns.

I
ndi
vi
dual
sar
eseek
inga

mul
ti
dimensi
onalr
elat
ionshi
pthatpr
ovi
dest
hem wi
thmor
ethanj
ustt
hebr
and

pr
oduct
/ser
vice.

Thef
airex
changer
elat
ionshi
pisal
soof
fer
ing new oppor
tuni
ti
est
othebusi
ness

t
obui
l
dmor
ehumanconnect
ions.Busi
nesseswi
l
lhav
etobecomer
ecept
ivet
othi
s

newagedef
ini
ti
onofr
elat
ionshi
pthatconsumer
sseek
.Theymaydo wel
lto goa

st
epaheadandcr
eat
eanenv
ironmentt
hati
srecept
ivet
othi
sfai
rrel
ati
onshi
p.

Channel
s

Wi
thconsumer
sev
olv
ingi
ntouser
sandpar
ti
ci
pat
ingi
nco-
creat
ion,i
tisi
mpor
tant

f
orbr
andst
oof
fert
hosechannel
sandpl
atf
ormst
hatal
l
owt
hem t
opar
ti
ci
pat
ein

t
hispr
ocess.User
sar
eseeki
ngchannel
sthatof
fert
hem mor
ethan j
ustOnl
i
ne

pr
omot
ionalact
ivi
ti
es;t
heywantchannel
sthatal
l
ow t
hem t
hef
reedom t
o be

publ
i
sher
sofcont
ent
,i
nfor
mat
ionanddat
a,t
hat

gi
vet
hem cont
rol
overwhatcont
entt
heypr
oduceandconsume,
thatal
l
owt
hem

t
oco-cr
eat
ebr
andex
per
ience.
60
Thechannel
sal
soneedt
obedev
iceagnost
ic.
User
sar
eadapt
ingt
otheusageof

61
di
ff
erentdev
icest
hroughoutt
hedayt
oexecut
etask
sathand.Theymi
ghtusea

smar
tphoneort
abl
ett
ocompl
etef
unct
ional
taskset
c.whi
l
eont
hemov
e,butt
hey

useaPCf
orheav
ycont
entcr
eat
ionandr
esear
ch.Accor
dingt
oagoogl
eresear
ch,

90per
centofpeopl
emov
ebet
weendev
icest
oaccompl
i
shat
ask
,wi
thv
irt
ual
l
yal
l

oft
hem compl
eti
ngt
hei
rtaski
noneday
.Themostpopul
arst
art
ingpoi
nti
sthe

smar
tphone.I
nmostcases,
thet
ask
sar
econt
inuedonaPC t
hough t
abl
etsar
e

al
so becomi
nga popul
aropt
ion

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orcont
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ng HYPERLI
NK

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-net
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/" HYPERLI
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ent
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 "
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cont
ent
/"soci
alnet
wor
kingand wat
chi
ngv
ideos.

Busi
nessesandbr
andsneedt
oacceptt
hati
tist
heconsumerwhohasbecomea

mor
ecr
edi
blepubl
i
sherbyv
irt
ueoft
hei
raccesst
oadev
icewhi
chi
sal
way
sonand

act
ive.Cr
eat
inganenv
ironmentofdev
iceagnost
icpl
atf
ormsandchannel
sthat

al
l
owco-cr
eat
ionofcont
entbet
weenbr
andsandconsumer
swi
l
laddr
esst
hisshi
ft
.

64
Engagement

I
tisaboutcr
eat
ingawi
ndow wi
thenhancedat
tent
iont
oinf
luencebehav
iourand

mot
ivat
ions.Wi
thev
erybusi
nessey
eingt
heoppor
tuni
tyt
oengageuser
s,i
ti
scr
it
ical

t
ofocus on engagementby i
ncr
easi
ng br
and sal
i
ence and i
nfl
uenci
ng buy
er

behav
iourandchoi
ce.Br
andsshoul
dbeabl
etomapacust
omer
’sj
our
neyt
o

under
standwher
etheycanaddv
alueandcr
eat
ean oppor
tuni
tyt
o engaget
hem.

Br
andsneed t
o under
stand t
hatengagementi
snotaboutpushi
ng pr
oduct

messages;i
tisaboutcapt
uri
ngt
hei
magi
nat
ionandt
heat
tent
ionoft
heuser
.Iti
s

aboutdesi
gni
nganat
ural
l
yengagi
ngex
per
ience.

Busi
nessesneedt
ounder
standt
hatOnl
i
neenv
ironmenti
s notaboutt
echnol
ogy

butaboutat
tent
ion,wher
etheconsumeri
satt
hecor
e,ar
medwi
thpower
sli
ke

nev
erbef
ore.Busi
nessesandbr
andsshoul
d,t
her
efor
e,f
ocusonconnect
ingt
he

dot
sandr
eal
i
zet
hatnow,
int
heOnl
i
neage,
iti
sal
laboutco-
owni
ngabr
and.

65
 RESULTSANDDI
SCUSSI
ONS

• Howdoy
ougeti
nfor
mat
ionaboutnewPr
oduct
s?

• Doy
ouCol
l
ecti
nfor
mat
ionbef
orepur
chasi
ngt
hepr
oduct
s?

• Whatt
ypeofi
nfor
mat
ionwi
l
lyoucol
l
ect
?

• Di
dyouev
erpur
chasef
rom anonl
i
nesi
te?

• I
fyes
,thenwhatt
ypeofpr
oduct/ser
vicesdi
dyoupur
chaseonl
i
ne?

• Doy
ouwat
cht
elev
isi
on?

• Doy
ouwat
cht
elev
isi
onpr
ogr
amst
hroughonl
i
ne?

• Doy
our
eadNewspaper
s?

• Doy
our
eadt
heNewst
hroughonl
i
ne?

• Doy
ouhav
eamobi
l
ephoneorsmar
tphones?

• Doy
ouhav
eal
apt
oporPC?

• Doy
ouhav
eat
abl
et?

• DoyouhaveanOnl
i
neconnect
ioni
nanyoft
heabov
ement
ioned
gadget
s?

• Whendoy
ouuset
hesegadget
s?

• Whaty
oudowi
tht
hesegadget
s?

• Doy
ouev
ernot
iceadv
ert
isement
?

• I
fyes
,fr
om wher
e?

• Ment
iononef
rom ofme
dia,
whi
chy
ougi
vemor
eimpor
tance?

• Howdoy
ounor
mal
l
ypur
chaseapr
oduct
?

• Af
terpur
chase,
whatt
ypeofex
per
iencewi
l
lyoushar
ewi
thot
her
s?

• Howwi
l
lyoushar
eyourex
per
iencewi
thot
her
s?

66
 FI
NDI
NGS

• I
ndi
ancust
omer
sar
ehi
ghl
yinf
ormat
ionseek
ers.Theycol
l
ectmor
e

i
nfor
mat
ionaboutqual
i
ty,
pri
ceandr
efercust
omer
’sex
per
iencesbef
ore

pur
chasi
ngapr
oduct
.

• Adv
ert
isement
s hav
e hi
gh i
mpactf
orcr
eat
ing st
imul
us i
nIndi
an

cust
omer
s.Butt
hisst
imul
uswi
l
lgeti
ntoact
iononl
ythr
oughopi
nionl
eader
s.

• I
ndi
anconsumer
shav
ehi
ght
endencyt
ogof
oronl
i
nepur
chases.They

hav
ehi
ghaf
fi
nit
ytogoonl
i
nef
orel
ect
roni
cpr
oduct
sandappar
els.

• Oneoft
hecur
rentt
rendsi
nIndi
any
out
handy
oungI
ndi
ansar
ewat
chi
ng
t
he

T.
Vpr
ogr
amsv
iaonl
i
nepor
tal
s.Maybet
hemai
nreasoni
sconv
eni
enceof

t
ime,
theycanwat
chpr
ogr
amswhi
cht
heyhadsk
ippedduet
osomer
easons.

• Thesamet
hingi
shappeni
ngf
ort
henewspaperal
so,
peopl
ehav
emor
e

af
fi
nit
ytowar
dsonl
i
nenewspor
tal
s.Her
e'st
her
easonmaybet
heycanget

newsupdat
esv
eryear
ly;
theydon’
tneedt
owai
tfordai
l
ynewspaper
s.

• Fr
om t
hef
ir
stpar
toft
hisr
esear
chi
tsel
f,wek
now t
hatcust
omer
sar
e

hi
ghl
yinf
ormat
ionseek
er.I
tmaybet
her
easonf
orhi
ght
rusti
nonl
i
neads.

Theycansear
chf
ormor
einf
ormat
ionaf
terseei
nganadoronl
i
nei
stheonl
y

t
wowaycommuni
cat
ionchannel
forcust
omer
s.

• Mostoft
heI
ndi
anspr
efert
opur
chasef
rom ar
etai
lshoponl
y,butbef
ore

goi
ngt
oret
ailshopt
heywi
l
lseeki
nfor
mat
ionaboutt
hepr
oductt
hroughan

onl
i
ne pl
atf
orm.Her
eisact
ual
l
ychangehappens i
n consumer buy
ing

j
our
ney
,ear
lyt
imesconsumerbel
i
efapr
oductonl
yaf
terseei
ngt
hepr
oduct

67
i
nar
etai
lshop.

• ButnowI
ndi
ancust
omer
swantt
ogetconv
ict
ionaboutapr
oductbef
ore
goi
ng

68
t
oret
ailshop.So f
rom a mar
ket
ersv
iew t
heywantt
o conv
ince t
hei
r

cust
omer
sbef
oregoi
ngt
oar
etai
lshop.

• Br
andswantt
obui
l
dacoolpr
esenceov
erOnl
i
nepl
atf
ormsbecauset
he

c
ust
omerwi
l
ldor
esear
chaboutt
hepr
oductaf
terseei
nganadoraf
ter

get
ti
ngst
imul
ated.

• Br
andsar
eget
ti
ngmor
etouchpoi
ntst
oreacht
het
argetgr
oupi
nacost

ef
fect
ivemanner
.

69
 CONCLUSI
ON

Thesuccessf
ulcompl
eti
onoft
hispr
ojecti
ndi
cat
est
hatt
hef
utur
eofmar
ket
ingi
sin

t
hehandsofOnl
i
ne.Onl
i
neADVERTI
SMENTi
snotonl
yconcer
nedwi
thpl
aci
ngads

i
npor
tal
s,i
tconsi
stsofi
ntegr
atedser
vicesandi
ntegr
atedchannel
s.Mar
ket
erswant

t
ouset
hesecomponent
sinanef
fect
ivewayt
oreacht
argetgr
oupsandt
obui
l
da

br
and.I
nthi
sOnl
i
neer
amar
ket
eri
snott
hecust
odi
anf
orabr
and,peopl
ewhoar
e

connect
edacr
osst
heOnl
i
nepl
atf
ormsar
ethecust
odi
ans.

Br
andswantt
obui
l
dthei
rpr
esence ov
erOnl
i
ne pl
atf
orm,because cust
omer
s

hav
e hi
gh af
fi
nit
ytowar
ds Onl
i
ne medi
athan ot
hermedi
a.Mor
ethan t
hat

cust
omer
sar
ehi
ghl
yinf
ormat
ionseek
ersandOnl
i
nemedi
aist
he onl
y pl
atf
orm

f
ort
wowaycommuni
cat
ionbet
weenbr
andsandcust
omer
s.

Onl
i
nemedi
aist
hebestpl
atf
ormt
oconv
ertapr
oductt
oabr
and.Becausei
ti
smor
e

costef
fect
iveandi
tpr
ovi
desal
otoft
ouchpoi
ntst
omar
ket
er.Br
andscanabl
eto

engaget
hei
rtar
getgr
oupi
n an ef
fect
ivewayt
hrough Onl
i
nepl
atf
orms.Onl
i
ne

medi
aisnotonl
yforengagement
,br
andscani
ncr
easet
hei
rcust
omer
sort
heycan

r
etai
nthei
rex
ist
ingcust
omer
s.Onl
i
nepl
atf
ormshel
ptoi
ncr
easet
hei
mpactof

br
andr
ecal
li
ntar
getgr
oups.

The r
esear
ch f
ocused on t
he consumerbuy
ing behav
iourshows t
hat
,Indi
an

consumer
sar
ehi
ghl
yinf
ormat
ionseek
erandt
heywi
l
ldor
esear
chaboutapr
oduct

bef
oregoi
ngt
oar
etai
lshop.Sobr
andswantt
ogi
vepl
atf
ormst
oconsumer
sto

under
standt
hei
rpr
oductort
ogetar
eal
l
yfeel
oft
hatbr
and.

Ihonest
lybel
i
evet
hatt
hispr
ojectr
epor
twi
l
lbemostusef
ulf
ormar
ket
erst
o

under
standt
heOnl
i
neADVERTI
SMENTand al
sot
o pl
an f
orf
utur
est
rat
egi
es.I

concl
udemyr
esear
chbyquot
ingagai
nthat“
Brandscan’
tsust
ainwi
thoutOnl
i
ne

pr
esence”
.
70
 APPENDI
X

Appendi
x1:Quest
ionnai
re

Under
standConsumerBuy
ingBehav
iourofI
ndi
ans

Thi
squest
ionnai
rewi
l
lbeusedt
ounder
standt
heconsumerbuy
ingbehav
iourofI
ndi
ans.

• Howdoy
ougeti
nfor
mat
ionabout

pr
oduct
s?Fr
iends

Fami
l
y

Adv
ert
isement

sNews

Ot
hersour
ces

• Doy
oucol
l
ectt
hei
nfor
mat
ionbef
orepur
chasi
ngt
he

pr
oduct
?Yes

No

• Whatt
ypeofi
nfor
mat
ionwi
l
lyou

col
l
ect
?Pr
ice

Qual
i
ty

At
tr
ibut
es

Quant
it
y

Cust
omer
'sEx
per
ience

• Di
dyouev
erpur
chasef
rom anonl
i
ne

si
te?Yes

No

• I
fyes,
thenwhatt
ypeofpr
oduct
/ser
vicedi
dyoupur
chase

onl
i
ne?Appar
els

71
 El
ect
roni
cBook
s

Tr
avel
Product
s

Fashi
onaccessor
ies

Ki
tchenandHomei
tems

Toy
sSpor
tsequi
pment

Heal
thandBeaut
yPr
oduct
s

Gi
ft
s

Aut
omot
ive

• Doy
ouwat
cht
elev
isi
on?

YesNo

• Doy
ouwat
cht
elev
isi
onpr
ogr
amst
hroughonl
i
ne?

YesNo

• Doy
our
eadnewspaper
s?

Ye
sNo

• Doy
our
eadNewst
hroughonl
i
ne?

YesNo

• Doy
ouhav
eamobi
l
ephoneorsmar
tphones?

Ye
sNo

• Doy
ouhav
eal
apt
oporPC?

YesNo

• Doy
ouhav
eat
abl
et?

Ye
sNo

• Doy
ouhav
eanOnl
i
neconnect
ioni
nanyoft
heabov
ement
ioned

gadget
s?YesNo
72
• Whendoy
ouuset
hese

gadget
s?Whi
l
ewat
chi
ngTV

Of
fi
ceCol
l
ege

Wi
thf
ri
ends

• Whaty
oudowi
tht
hese

gadget
s?Games

Sur
fi
ng

Shoppi
ngNews

r
eadi
ngBl
oggi
ng

E-
book
ing

Readi
ng

Wat
chi
ngVi
deosChat
ti
ng

• Doy
ouev
ernot
iceadv
ert
isement
s?

YesNo

• I
fyes,
from wher
e?TV

Onl
i
neNewspaper
s

YouTubeMagaz
ines

Out
doorHoar
dings

Radi
o

• Ment
iononef
orm ofmedi
afr
om t
hel
i
stbel
ow,
whi
chy
ougi
vemor
e

i
mpor
tance?TVOnl
i
neNewspaper

YouTubeOut
door

Hoar
dingRadi
o

Di
spl
ayadsi
nshops

• Howdoy
ounor
mal
l
ypur
chaseapr
oduct
?

Resear
chi
nmobi
l
eandpur
chasef
rom r
etai
lshop
73
 Resear
chi
nlapt
opandpur
chasef
rom r
etai
lshop

Resear
chi
nmobi
l
eandpur
chasef
rom l
apt
ops

Resear
chandpur
chasef
rom mobi
l
e

Resear
chandpur
chasef
rom l
apt
op

Vi
si
tther
etai
lshopandpur
chasef
rom mobi
l
e

Vi
si
tther
etai
lshopandpur
chasef
rom l
apt
op

Vi
si
tandpur
chasef
rom r
etai
lshopi
tsel
f

• Af
terpur
chase,
whatt
ypeofex
per
iencewi
l
lyoushar
ewi
thot
her
s?

Ni
cedeal
whi
chy
ougoti
nter
msofpr
ice

Badex
per
iencewi
tht
hepr
oduct

Goodex
per
iencewi
tht
he

pr
oductAl
ltheabov
ement
ioned

• Howwi
l
lyoushar
eyourex
per
iencewi
th

ot
her
s?Soci
alnet
wor
kingsi
tes

Messagi
ng

Wr
it
eabl
og

I
ncompanywebsi
te

Thr
oughf
acet
ofacet
alk

Age

Gender

74
 REFERENCES

• RI
CHARD,
F.T.
,
1996.
A Def
ini
ti
onofADVERTI
SMENT.
[onl
i
ne]Av
ail
abl
e

f
rom:ht
tp:
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i
c.wsu.
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~taf
li
nge/
addef
ine.
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ch

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• MSG,
2003.ADVERTI
SMENTAgenci
esMeani
ng,i
tsRol
eandTy
pesof

Agenci
es.[
onl
i
ne]Av
ail
abl
e f
rom: HYPERLI
NK

"
htt
p:/
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study
gui
de.
com/
ADVERTI
SMENT-
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HYPERLI
NK"
htt
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study
gui
de.
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ADVERTI
SMENT-

agenci
es.
htm" HYPERLI
NK

"
htt
p:/
/management
study
gui
de.
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ADVERTI
SMENT-

agenci
es.
htm"
htt
p:/
/management HYPERLI
NK

"
htt
p:/
/management
study
gui
de.
com/
ADVERTI
SMENT-

agenci
es.
htm"HYPERLI
NK

"
htt
p:/
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study
gui
de.
com/
ADVERTI
SMENT-agenci
es.
htm"

HYPERLI
NK

"
htt
p:/
/management
study
gui
de.
com/
ADVERTI
SMENT-

agenci
es.
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ADVERTI
SMENT-
agenci
es.
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on

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ch2017]

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KIPEDI
A,2017.
Onl
i
ne ADVERTI
SMENT.
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i
ne]

Av
ail
abl
e f
rom:

ht
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ipedi
a.or
g/wi
ki
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i
ne_
mar
ket
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ch2017]

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CCI
-KPMGi
ndust
ryr
epor
t,2014.Thest
agei
sset
.[onl
i
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ail
abl
e

f
rom:
htt
p:/
/www.
fi
cci
.
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spdocument
/20372/
FICCI
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ames-
2014-
KPMG-

75
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• MEDI
ANAMANEWS&ANALYSI
SOFONLI
NEMEDI
AINI
NDI
A,2014.

Gr
oupM Say
sOnl
i
neADVERTI
SMENTI
nIndi
aUp30%I
n2013;
Rs3402Cr

Ex
pect
edI
n2014. [
onl
i
ne] Av
ail
abl
e Fr
om:

76
 HYPERLI
NK"
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-

Onl
i
ne-ADVERTI
SMENT-
i
n-i
ndi
a-30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-
2014/
"

HYPERLI
NK "
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-

Onl
i
ne-ADVERTI
SMENT-
i
n-i
ndi
a-30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-
2014/
"

HYPERLI
NK "
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-

Onl
i
ne-ADVERTI
SMENT-
in-
indi
a-30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-

2014/
"ht
tp:
//www.
medi
anama.
com/
2014/
02/
223- gr
oupm-
says-
Onl
i
ne-

ADVERTI
SMENT-
in-
indi
a-30-
in-
2013-
r HYPERLI
NK

"
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-Onl
i
ne-

ADVERTI
SMENT-
in-i
ndi
a- 30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-
2014/
"HYPERLI
NK

"
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-Onl
i
ne-

ADVERTI
SMENT-
in-i
ndi
a- 30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-
2014/
"HYPERLI
NK

"
htt
p:/
/www.
medi
anama.
com/
2014/
02/
223-
groupm-
say
s-Onl
i
ne-

ADVERTI
SMENT-
in-i
ndi
a-

30-
in-
2013-
rs-
3402-
cr-
expect
ed-
in-
2014/
"s-
3402-
cr-
expect
ed-
in-
2014/

[
Accessedon14Mar
ch2017]

• FI
CCI
-KPMGi
ndust
ryr
epor
t,2014.Thest
agei
sset
.[onl
i
ne]Av
ail
abl
e

f
rom:
htt
p:/
/www.
afaqs.
com/
news/
stor
y/40235_
FICCI
-KPMG-
Repor
t-
2014:
-

I
ndi
an-
ME-i
ndust
ry-
to-
touch-
Rs-
1785.
8-bi
l
li
on-
by-
2018[
Accessedon14Mar
ch

2017]

• I
AMAIr
epor
t,2013.ONLI
NEADVERTI
SMENTI
NINDI
A.[
onl
i
ne]av
ail
abl
e

f
rom:
HYPERLI
NK"
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-

ADVERTI
SMENT-i
n-i
ndi
a-st
ati
sti
cs-
tr
ends-
2013" HYPERLI
NK

"
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-ADVERTI
SMENT-
in-
indi
a-

st
ati
sti
cs-t
rends-
2013" HYPERLI
NK
77
"
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-

78
ADVERTI
SMENT-
in-
indi
a-st
ati
sti
cs-
tr
ends-

2013"
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-
ADVERTI
SMENT-
in-
indi
a-

HYPERLI
NK "
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-
ADVERTI
SMENT-
in

-i
ndi
a-st
ati
sti
cs-
tr
ends-2013" HYPERLI
NK

"
htt
p:/
/www.
sl
ideshar
e.net
/TheHWD/
Onl
i
ne-
ADVERTI
SMENT-
in-i
ndi
a-

st
ati
sti
cs-
tr
ends-
2013" HYPERLI
NK

"
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sl
ideshar
e.net
/TheHWD/
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i
ne-
ADVERTI
SMENT-
in-
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st
ati
sti
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rends-2013"
stat
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2013.DemandSi
dePl
atf
orm:
Whati
saDSPandWhyYouNeedOne

f
or RTB. [
onl
i
ne] Av
ail
abl
e f
rom:

ht
tp:
//bl
ack
boar
d.emedi
ate.
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2013/
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demand-
side- pl
atf
orm-
for
-r
tb/

[
Accessedon15Mar
ch2017]

• RANJU,
2013.Onl
i
neADVERTI
SMENTEx
plai
ned:
DMPs,
SSPs,
DSPsand

RTB.[
onl
i
ne] Av
ail
abl
e f
rom: HYPERLI
NK

"
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p:/
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kbr
idge.
org/
en/
onl
i
ne-ADVERTI
SMENT-
expl
ained-
dmps-
ssps-

dsps-and-
rt
b/" HYPERLI
NK"
htt
p:/
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kbr
idge.
org/
en/
onl
i
ne-

ADVERTI
SMENT-
expl
ai
ned-
dmps-
ssps-
dsps-
and-
rt
b/" HYPERLI
NK

"
htt
p:/
/www.
kbr
idge.
org/
en/
onl
i
ne-
ADVERTI
SMENT-
expl
ai
ned-
dmps-

ssps-

dsps-
and-
rt
b/"
htt
p:/
/www.
kbr
idge.
org/
en/
onl
i
ne HYPERLI
NK

"
htt
p:/
/www.
kbr
idge.
org/
en/
onl
i
ne-
ADVERTI
SMENT-
expl
ai
ned-
dmps-
ssps-
dsps

-
and-r
tb/
" HYPERLI
NK"
htt
p:/
/www.
kbr
idge.
org/
en/
onl
i
ne-
ADVERTI
SMENT-

expl
ained-dmps-
ssps-dsps-
and-
rt
b/" HYPERLI
NK

"
htt
p:/
/www.
kbr
idge.
org/
en/
onl
i
ne-
ADVERTI
SMENT-ex
plai
ned-
dmps-
ssps

-dsps-
and-
rt
b/"
-ADVERTI
SMENT-
expl
ai
ned-
dmps-
ssps-
dsps-
and-
rt
b/[
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79
on15Mar
ch2017]

80
• Wor
ldPopul
ati
onSt
ati
sti
cs,
2013.I
ndi
anPopul
ati
on.[
onl
i
ne]Av
ail
abl
efr
om:

ht
tp:
//www.
wor
ldpopul
ati
onst
ati
sti
cs.
com/
indi
a-popul
ati
on-
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