UNIVER SAL GR OUP OF MANAGE MENT AND T EC H NOLOGY

LALRU

DISSERTATION REPORT
ON

"Comparison Analysis of Traditional and digital marketing between western

overseas or final destination"

SUBMITTED TO

I.K. GUJRAL PUNJAB TECHNICAL UNIVERSITY

KAPURTHALA

In Partial fulfilment of the requirement for the award of degree of

Master of Business Administration (MBA)

Batch (2021-2023)

SUBMITTED BY UNDER SUPER VISION OF

MANI BHARDWAJ Mr. Deepak Gaur
ROLL NO. 2108477 Assistant Professor
 CERTIFICATE

This is to certify that Mani Bhardwaj a regular student of MBA 2021-23 Batch has made
project report on the topic of "Comparison Analysis of Traditional and digital marketing
between western overseas or final destination" and this project is the part of MBA 3rd
semester. This Project Report embodies the facts and figures collected and interpreted by her
during the course of Training.

(Mr. Deepak Gaur) Date:

ASTT. PROF.
 DECLARATION

I MANI BHARDWAJ, student of MBA DEPARTMETN OF MANAGEMENT (Universal Institute of

Management And Technology) hereby declare that the project report on "Comparison
Analysis of Traditional and digital marketing between western overseas or final destination " is
an original and authenticated work done by me.

Mani Bhardwaj
Roll No.2108477
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 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this project. I am thankful for their aspiring guidance, invaluably constructive
criticism and friendly advice during the project work. I am sincerely grateful to them for sharing
their truthful and illu minating views on a number of issues related to the project.

I would also like to thank my project guide Mr. Deepak Gaur for her guidance which has resulted
in successful completion of the project.

Mani Bhardwaj
Roll No. 210847
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 TABLE OF CONTE
Chapters Subject Page No.

Chapter 1 Introduction 7

Chapter 2 What Is Online 8

Marketing

Chapter 3 Comparison 11-14

Chapter 4 Different Methods Of 15

Online Marketing

Chapter 5 Social Media 17-23

Marketing

Chapter 6 Social Influencing 24-28

Chapter 7 Online Marketing 29-47

Media

Chapter 8 Challenges Of Online 48-52

Marketing

Chapter 9 Conclusion, 53-54

Limitations And
Recommendation
Chapter 10 Reference 55-58
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 Abstract: Online marketing, often referred to as internet marketing, makes
use of virtual and interactive spaces to market and sell products and
services. In addition, modern, internet-based technology for synchronous
networking has led to the transformation of major industries of economics,
including marketing. It is cost-effective, efficient and having a huge global
reach, online marketing has brought enormous benefits for numerous
companies. This revolutionary, innovative method, however, comes with its
own set of challenges, e.g. the lack of face-to-face communication,
confidentiality, security and so on. that are an aspect of the overall
picture. This research focuses on the impact on marketing practices of the
digital space that is dominated by the internet. It provides an examination
of the various strategies that businesses could employ to reach its goal. The
paper begins by defining online marketing, and then the analysis of historical
contexts to utilize marketing online; different strategies for marketing
online, an online marketing strategies, and divers e claims made by various
authors, that can shed illumination on the next issue is the potential for
marketing that prevent the development of this virtual space. The research
continues with the issues that resulted from the deployment of virtual spaces
in the field of marketing, like privacy and security issues, lack of trust and
trust issues, etc. We propose the conclusion by examining the solutions to
the challenges to come.

Keywords Marketing online, online Marketing Strategy, Offline marketing

Internet Opportunities and challenges
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 1. INTRODUCTION
We are all aware of the trends in marketing today's time are evolving at a rapid rate
as the marketplace has shifted towards digital marketing. Marketers have now
switched to digital platforms to promote their brands, as digital marketing platforms
such as Google ads, e-commerce sites email, and more. are being used more often
and reach the largest number of people they are targeting. So instead of putting in
marketing dollars and efforts on traditional methods of marketing, the marketers and
businesses are shifting to digital marketing platforms in order to reach out to the
largest amount of consumers they can target and to earn more profits and revenue
for their brands. It is essential to recognize that selecting a market with potential is
not the only requirement to be successful in business. you need to understand how
to convert this market or opportunity into profitable lead for business or a promising
customer. There is a segment of the population that remains averse to traditional
ways of marketing and is not a believer that online commerce is a viable option or
online marketing; however, the market has witnessed an increase of exponential in
the number of clients or customers who use the internet for their day-to- everyday
transactions.
Traditional marketing is one type of marketing. It's any kind of marketing that's not
on the internet. It's a traditional method of marketing that helps connect to a
segmented and targeted audience using different offline marketing and promotion
strategies. Traditional marketing has evolved over the past several years, but the core
elements are the same. The techniques are used today heavily rely on the four pillars
in marketing: Product Place, Price and Promotion. Traditional marketing utilizes
traditional media, such as magazines, television, radio and newspapers. This allows
for targeted groups of people. Traditional marketing gained people's trust by
providing the same values that people could be sure of every time. It's the arduous
dedication to consistency that leads to positive opinions that lead to conversion,
awareness and ultimately loyalty.
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 2. WHAT IS ONLINE MARKETING?

The term "online marketing" has been described by "the use of the internet
and all associated digital electronic technologies to achieve marketing goals"
by allowing users to connect with each other in their preferred time (Chaffey
and co. 2009). This is a simplified description which doesn't alter the
essential aspects of the relationship with cu stomers contrary to the assertion
the argument makes. Marketing through digital channels, as described by
(Kotler and Armstrong 2012) comprises of marketing actions and campaigns
to advertise products and services, and creates a relationships with
consumers online. (Alvermann Sanders and Alvermann, 2019) The online
marketing can be a method to reach out and connect with consumers, while
at the engaging in the most intimate and unique instrument ever developed
in history. Chaffey,(2007) considers that online marketing is the most precise
and well-documented idea used to implement the use of digital technology
to support online channels (television mobile phone digital internet/wireless
databases, e-mail etc.).) and aid in marketing efforts to achieve the high est
level of profitability in consumer acquisition and retention, in multi -channel
purchase and life-style. In these models of the conceptual relationship,
marketing online concentrates on interactions and building relationships, a
feature that sets it apart from traditional, offline marine (Chang and others.
2019, 2019).
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 3. HISTORIC BACKGROUND

The Internet began in the late cold war, when USSR -US competition in the
economy was taking place. It was "that was the time of the creation of the
World Wide Web in early 1991, a history that goes back in 1957, when the
Soviet Union launched, the Sputnik I satellite" (Dickey and Lewis 2012). The
US was quick to respond by establishing an institute for research within"the
Defense Advance Research Projects Agency, (DARPA), which in the late 1960s
began the ARPANET, a revolutionary computer network program that was
created what is now known as internet. The Internet later made a major
contribution to science, and in the latter half of the 1980s, numerous
educational and government institutions benefited from to access the
Internet."

The Internet is regarded as a means of communication accessible to research

institutions for a number of years and its academic role has been dominant
prior to the emergence of its technology capabilities that has led to the
commercialization of it (Comer, 2018).As stated (Mont and Plepys in 2007):
"Science and academic institutions comprised the majority of the workforce
on the internet through the end of the year.

Through the 1990s, when the number of people using internet was
increasing, businesspeople realized the potential economic benefits of this
new technology (Yang, Shen, & Wang in 2018,). While there isn't any
definitive answer to when exactly Internet marketing first began, many
analysts claim that it began in 1994 as the year of its beginning. Thus, it is
generally accepted to be that "global internet commercial practice began in
1994 with the very first ever banner ads on websites, and the introduction
in 1995 of web-based malls such as Amazon.com" (the online version of a
storefront).
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 The statistics show that this new market (De Pelsmacker, Van Tilburg, &
Holthof, 2018) has experienced astonishing growth rate. With the rate of
growth of this innovative marketing strategy is so imp ressive that it's difficult
to imagine the extent to which it is likely to be. In actuality, "in 1994,
spendings on web marketing contributed relatively little but rose to about
$300, million in 1995. According to Forrester Research, over a century later,
digital innovation and internet marketing industries exploded to around
$500 billion. Nowadays, it's hard to believe in finding a company that doesn't
have any kind of online operation" (Streatfield and colleagues. 2014).

This brief historical context can be achieved by understanding that online

marketing has evolved into more dynamic and is being developed step -by-
step (Omingo and Mberia, 2019,). Therefore, real-time younger, more
modern methods such as search engine optimizations or social media
marketing, were used in the beginning of online marketing. This includes
email marketing and web-based advertising.
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 Comparison Analysis of Traditional and digital marketing
between western overseas or final destination

Western Overseas Study Abroad Digital Marketing Report

Google Search Console

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 Google Analytics
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 Google Adword

Insights
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 Final Destination Digital Marketing Report

Google Search Console

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 4. DIFFERENT METHODS OF ONLINE MARKETING

Digital marketing, also referred to as internet marketing, it is a broad field

of approaches and strategies that are discussed in the following.

4.1 Online Advertising

Perhaps the most known online marketing strategy is to use digital

advertisements. Practical space is used by this method to place messages on
both websites, to draw Internet users. Similar to offline marketing campaigns
and other types of marketing advertising the primary goal of online
advertising is to increase sales and create brand aware ness. Based on
(Hachem, Duguay, & Allard, 2012)Digital advertisement requires the use of
the Web to display advertisements on the computer screen. It is a reference
to deliberate messages that are published on Web directories and search
engines that allow access that are hosted by third-party websites'(Barak
2017).

The function of interruption is used in online TV ads. But it can be utilized in

a more imaginative way. In contrast to TV advertisements, online ads do not
force the viewer to watch advertisements in peace, but aims to influence or
motivate them to pay attention. When it is placed on top of or in the context
of other non-marketing media, and not frequently "(Meeker & Wu, 2018).
The Internet user who is also empowered is still able to not pay atte ntion to
the ads and it's entirely up to them him to decide whether or not click on
online advertisements which is still referred to as display ads, which are used
to show online a marketing message by using various methods. The
interruption feature is also used in advertisements on TV online. This is used
more inventively. In contrast to TV advertisements, online ads do not compel
the user to be attentive to the content, but rather aims to convince or
motivate the user to pay attention, as it is placed in conjunction with other
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non-marketing content and not at regular times. (Meeker & Wu, 2018).
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 4.2 Email-marketing

E-mail marketing, that's the kind of marketing that makes use of email to
send promotions to users of e-mail and was believed to be as one of the best
marketing strategies. Numerous researchers have emphasized the benefits
of e-mail marketing(Compant Clement, Compant, and Sessitsch in 2010);
Fernandez, Bethencourt, Quero, Sangwan,

Clement 2010) One of its benefits is this issue. Consider 'fast response rates
as well as low email-based marketing costs'. Then, argue that these benefits
are changing the way that email marketing is conducted by using an essential
tool.'

Despite these benefits, email-based marketing has its own

vulnerabilities. One of the issues is that internet users are able to easily
ignore advertisements that they receive. In fact, some emails, customers
prefer to put them under the heading of spam. So, a number of steps must
be taken to reduce the issue of consumers being able to ig nore promotional
emails. One approach doesn't depend on marketing via email
alone. Marketers can employ a variety of methods and platforms to boost
the chances of success(Barak 2017).

One solution to the issues with email marketing is to obtain authorizati on to

use email marketing(Al-Weshah 2020). Invented "Permission-
Marketing." The recipients of this plan are required to obtain permission
from commercial marketers grant them permission to signify targeted
ads. They can then stop mailing commercial emails until recipients have
signed their permission.

4.3 Search Engine Optimization (SEP)

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 Nowadays, it's difficult to imagine a company which does not have a social
media presence. But, creating a website that is well-maintained and properly
designed doesn't need the most number of visitors. To accomplish this there
is a need for a new method of marketing online should be developed,
referred to as SEM.Yes SEO, or search engine optimization, is one of the
primary strategies used in online-based marketing, often referred to as ..
Engine marketing. (Davis and Goadrich, 2006) The explanation is in the
following in the following manner: "SEO 's shorts form for Searchengine
optimization. Search engine Optimization may be considered the art of web
traffic web design and development. In every business networking web
traffic, it is viewed as food drinking water, oxygen and food for survival, and
in short life itself - for any network company. "(Dubey and others. (2013))
The argument is that search-engine optimization could be defined as a set of
tactics and strategies employed to increase the amount of traffic that comes
to a site by generating an extremely high -ranking search engine result
webpage (SERP)".

The significance of optimizing your website for search engines is based on

the fact that the majority of consumers the time use web traffic as a major
platform to navigate the internet. Therefore, as a result of the search-engine
SEO strategies, a few methods of marketing have been devised to boost the
ranking of the intended websites of companies. These strategies are with the
aim of placing a site among the highly classified results found through search
engines to increase traffic. "Website managers, web designers and online
marketers want users to sends traffic, to th eir site, because their sites are
valuable and useful for both the search engine and the user." (Walder et al.,
2009).

4.4 Marketing via affiliates

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 Affiliate marketing is a key part of the online -marketing kit. It refers to the
process of making profits by promoting goods or services of other
business. In

In this method, with this system, two or more websites owners can form
partnerships that can enhance the mutual financial gain. Insofar as the
meaning is concerned, "affiliate marketing" is defined as a web-based
marketing practice, that includes using automated methods or software, in
which a business gives its affiliate rewards for any transaction, user or
customer which result from the marketing efforts of the affiliate in most of
the time, the check-in fee for each month is in the form of monetary
payments. This method is popular for selling off -line services and products
in various sectors, however the online world has created a greater chance of
using this method in a significant way. Affiliates are also viewed as
representing the website in the form of "an external sales force." If affiliates
are paid regardless of their performance in their job, affiliate marketing may
be viewed as performing marketing " (Pererva, Nagy, Maslak and Pererva,
2018).
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 4.5 Social Media Marketing

This campaign has transformed the course of the way we live. In actuality,
social media has evolved into "the form of declaration during the twenty -
first century, giving us room to communicate our ethics and ideas in such a
completely new system." In addition, it interferes with how we live our lives
and also provides unbeatable opportunities in the world of marketing and
"can make a huge impact on businesses when they are aware that
(Simasathiansophon, 2019)

In the end, social media marketing has become increasingly important with
no understanding of why marketing cannot achieve its goals. Particularly for
small businesses Social media is promising that this will boost their
competitive advantage. This innovative, profitable marketing technique is a
form of marketing that can be defined as "a phrase that refers to the process
of increasing traffic on networks or brand recognition through social media
and online social networking sites. Most social -media marketing programs
focus on creating content that is unique. That attracts attention and
encourages people to spread it among acquaintances and content. This is
that your business is targeted by your clients and then shared with others,
each being aware that the message has come from a trustworthy source,
which can either be against your industry or brand itself"(Raja 2020;
Tambajong et. al. 2019,)
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 This is apparent from the previous quote. the principal element that social
media marketers use is that it's of the interest of social netw ork users which
increases the chances of sharing information with other users in their social
networks, if relevant and useful content is discovered by users and
readers. Therefore, if a campaign can get social media users to share their
promotional materials and share them with other people who are part of
their network, that indicates that they've received aid from a trustworthy
source, and is highly appreciated by the individual who receives it.
promotional message that is shared by a trusted friend will have a much
greater impact than material produced by a company that markets on the
other side.. The power information must have, particularly when posted via
social media sites is extremely high since the power of word -of-mouth is
usually very powerful and is easy to propagate. Social networks come in a
variety of ways and all allow users to interact and exchange ideas. (Second
Life)" (Zarella, 2010)

Viral Marketing

Another way of conducting online-marketing that has a connection with

advertising on social networks is known as viral marketing due to its inherent
"word of mouth." Viral

Marketing is actually a type of marketing via word -of-mouth that seeks to

propagate messages rapidly. One of the many resemblances advertisers seek
to imitate was once a virus that can be cured rapidly. The number of affected
people is growing quickly (Bostanshirin 2014.) The phenomenon of viral
marketing has been a relatively new phenomenon that began to emerge as
the internet has come into existence. It spreads across all soc ial networks
and is a kind of virtual mouthpiece.
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 It's an extremely inexpensive marketing strategy and, when you employ it,
you won't need to invest huge amounts of money for project marketing. Viral
marketing is a method of enticing users to share, communicate and distribute
an advertisement and concentrates on the high -quality pas-along type of a
client to a specific person. It's clear that making use of a powerful method,
such as the power of word of mouth and the ability of others to spread and
sell products is a sure way to ensure successful, usually in opposition to the
traditional marketing campaign. The campaigns for viral marketing also make
use of inventive multimedia content, which includes methods of promoting
and building brand recognition using images or jokes, e-carts and e-mails
etc. (Alvermann and Sanders 2019, 2019) The firm believes that video clips
made of digital media are constantly beneficial because of these reasons

It appears that they are insufficient to have been transferred from o ne group
to another by e-mail following downloads via different websites, which
would have allowed for greater distribution of users.

The effectiveness of viral marketing can be monitored during downloads,

since they are sent to the user by email, which gi ves brands more
transparency in their campaigns.

The possibility of contact with an agent not as significant.

With familiar advertisements, film formats, they are available for different
users with the added benefit of interactivity. (Users have the ability access
to page through digital video hotspots in the files.

THE GROWTH OF ONLINE MARKETING

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 the growth of internet users has been growing every day. It is also has been
credited with the rise of marketing on the internet. Due to the advancement
of technology for internet, the number of Internet users are growing rapidly
all over the world. (Bostanshirin, 2014)Here are an analysis and ranking of
the top 20 internet users around the world, based on study conducted at the
March 2020, the international telecom munications union march. The table
below lists the world's internet users.

Putting Your Listening to Work

Listening is only half of the equation. You also need to respond to the things you see and hear.

A strategic “feedback loop” is the best way to do this.

What is a feedback loop? It’s a process you create for your teams to use when addressing issues that arise
during social listening. It clearly maps out the people or departments that issues should be routed to and
who has responsibility for resolving them.

Here’s how it works…

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 You put a social media manager (or team member) in place, actively listening.

When your social listener sees a complaint or issue, say in Twitter, they’ll perform
“triage”—responding with an empathetic “you’ve been heard” response—and then
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route the issue to the proper team. This happens within 12 hours of the
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complaint/issue
 Once the issue has been forwarded to the appropriate person, this specialist will then
respond to the issue, aiming to resolve it completely within 24 hours.

Here’s why it works…

Having a social media listener is well and good, but in the real world, they often don’t
have the specialized knowledge or authority to resolve the issues that will arise. And
sometimes they don’t know who should take care of those issues, either.

That’s how issues get overlooked and forgotten, resulting in untold damage to your
brand.

But with your feedback loop, that won’t happen. This flowchart clearly maps out the
most appropriate departments for resolving different issues. For example:

So your social listener knows exactly who to alert when issues arise, and your social
media team is able to quickly respond to anything they see.

For social media marketing to work, you need to make it human and authentic. Even
when you’re dealing with a complaint, your aim is to align yourself with the person, de-
escalate the situation, and provide a compassionate, human touch.

Respond quickly. Social media moves quickly. Make sure you perform triage within 12
hours and resolve issues within 24 hours.
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 Empathize. Make an empathetic statement as soon as possible: “I’m sorry you ran into
this,” “I know this is frustrating,” or “I can understand how important this is to you.”

Move it to a private channel. If you can’t solve the issue in a sentence or two, take it
off public channels. Private messaging, email, or a phone call allow you to talk in detail
without the rest of your followers adding their two cents to the discussion.

This approach demonstrates that you’re listening. It also allows you to express
compassion. And by moving the conversation to a private channel, you make people
feel as if you’re committed to giving them a real solution.

Metrics to Watch

What should you measure to track your social listening efforts?

Reputation score (AKA sentiment level). Are people happy or sad when talking about
you? Is the tone negative or positive?

Retention rate. Are you retaining customers (and followers)? If not, why?

Refund rate. Are you able to resolve issues without having to issue refunds?

Product gaps identified. What suggestions are people making for new product
features?

Content gaps identified. What content should you develop to answer questions and
resolve issues before they arise?

EXTRA: Read more about social listening and Feedback Loops here: http://
www.digitalmarketer.com/social-listening/
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 2. Social Influencing

At this stage, your aim is to lead and direct your followers’ opinions, attitudes, and
behaviors. And since you’ve been listening, it’s relatively easy. You already know the
trending topics and conversations taking place, so adding your authority voice is the
natural next step.

What are the signs that your influence is growing?

You get more engagement – people retweeting or sharing your posts, and people
responding to your posts.

Your traffic numbers increase – people click on your links.

You develop a greater mindshare – people share their questions, thoughts, and
opinions with you, and they eagerly seek interaction with you.

You become a recognized authority and a brand people watch.

Keep in mind, this stage of the success cycle is influenced by the social listening you did
in Stage 1. But the reality is that you’ll continue listening at every stage. In fact, once
the cycle is going, you’ll perform every stage every day.

Goals for Social Influencing

During this phase of the social success cycle, you’re trying to:

Increase engagement with your brand and your content.

Start conversations around the topics related to your business.

Boost traffic to your site.

Build awareness of your products and offers.

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Grow your retargeting list.

 Retargeting is an advanced tactic that can significantly boost your bottom line. To learn
more about retargeting (or remarketing), read The Remarketing Grid: The Science of
Ad Retargeting Audience Segmentation.

Metrics to Watch

How do you know you’re building your social influence? These are the metrics that
matter most:

Site engagement rates. Are you getting more social shares and comments?

Traffic by channel. Traffic from your social media channels should increase over time.

Offer awareness. People see and respond to the offers you make in social media.

Retargeting list growth. Through retargeting, you’re able to get your offers in front of
people who are most likely to buy from you—and they respond by downloading your
lead magnets and subscribing.

Need help boosting traffic from social media? The key is to leverage your blog posts in
social channels. This post gives you a 6-step process for socializing a blog post.

3. Social Networking

It’s at this stage of the social cycle that you connect with other influencers and
authorities and begin to move the needle.

Social networking is important for all businesses, whether you’re just getting started,
scaling, or expanding into new markets.
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 It may help to think of social networking as a live event—except your interactions are
online rather than face-to-face. After all, networking is networking, no matter where
(or how) it happens. And it can lead to deep and lasting relationships, both with your
followers and potential partners.

The Process of Social Networking

Each time you publish an article on your blog, produce a new piece of content, or have
a new offer, you’ll create social media posts designed for the channels you’re posting
to (think “native” content) that get the word out.

You’ll share valuable content from peers and, yes, even your competitors. If it relates
to your brand’s primary topic and helps your followers, it’s worth sharing. You’ll also
engage with people one-on-one, both asking and answering questions.

That’s it.

Now let’s look at this process in action.

Here’s one of our own articles, which we shared in Facebook and Twitter.

Notice that each post is appropriate for the channel.

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 For example, we’ve consistently shared content from Content Marketing Institute,
Buffer, and MarketingProfs. Initially, that led to a robust network. But some of those
relationships have turned into strong partnerships, as well.

Your Goals for Social Networking

During this stage of the social success cycle, your aim is to:

Share content that fills gaps left from your own content. This content may relate
topically or target people at different skill levels.

Create good will with brands that are similar to yours.

Over time, transform that good will into profitable partnerships.

Metrics to Watch

To measure the strength of your social network, watch these metric:

Number of inbound links. A strong network will result in more backlinks to your
content.
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 Number and description of earned media mentions. Consider the relevance and value
of the mentions, who they come from, and the value of those mentions.

Number and description of earned strategic partnerships. Are you reaching out to
partnership prospects, or are they reaching out to you? How relevant are those brands
to your business, and what is the value of those relationships?
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 4. Social Selling

The fourth and final stage of the social success cycle is social selling.

This is where social media marketing gets interesting. Finally, after listening to your
prospects, building authority in your space, and establishing a strong network, you can
start putting your offers in front of people—and converting them.

What does good social selling look like?

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 The short answer is funnels. But you’ll use multiple channels for getting people into
those funnels, from blogging to retargeting to pay-per-click advertising.

So, for instance, you’ll lead with blog content that’s perfectly targeted to your
audience, and in that content, you’ll embed an opt-in offer. Then you’ll promote the
content in social media (leveraging Stages 2 and 3 of this cycle).

Your social promotion will direct traffic to your content, where they’ll see your offer. If
they respond, you’ll immediately make an upsell offer—a low-priced product designed
to convert your new lead quickly into a customer. We call that entry-level product a
tripwire.

You’ll retarget them with a relevant ad, so they receive multiple touches that could
lead to a conversion after they leave your site. The ad takes them to a funnel, where
they’re offered the same (or a related) lead magnet—and then an entry-level product.

Of course, you should also try to upsell and cross-sell to existing customers.
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Upsell and cross-sell to existing customers.

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 For example, if they buy a patio cover, they’re probably in the market for patio
furniture. Retarget them with the next logical offer.

The point is this: Don’t simply create one offer. Create a buying path that boosts the
lifetime value of every customer.

Goals for Social Selling

 Your goals at this stage are to:

 Generate leads to grow your email list.

 Acquire new customers and upsell/cross-sell existing customers.

 Increase buyer frequency, turning one-time customers into raving fans.

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 Metrics to Watch

To track your success at social selling, watch these metrics:

Number of leads. Over time, your email list show grow.

Offer conversion rate. Are your offers converting? Maybe your offer isn’t relevant or
isn’t close enough to your prospects’ bottom-line desire.

Buyer recency / frequency. You want customers to buy repeatedly and often.

We’ve covered the metrics you should watch for each stage of the social cycle, but
maybe you’d like more information. For a deep dive into metrics and social ROI, read

7 Ways to Actually Track Social Media ROI.

Relevant Roles in Social Media Marketing

Once you understand the basics of social media marketing, you need to identify the
people who will be responsible for managing your success.

There’s no right answer. It will depend on your organization and goals. But in most
cases, you’ll find your best solution in one of three departments.
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 Marketing

Marketing and social media integrate so closely, it’s hard to tell where one ends and
the other begins. And most marketers are already involved in social media since it gives
them the 3 things they need to do their job well:

Customer insights.

Understanding of the trends and conversations influencing their prospects.

A powerful channel for disrupting the status quo.

Because they’re already actively participating in social media, marketing professionals

could be a good fit for managing/directing your social media efforts.

Sales

Like marketing, successful sales depends on being relevant and current. Salespeople
often use social media to engage with prospects, identify talking points, and figure out
what matters most to people evaluating their products.

That being the case, someone on your sales team may be a good fit for
managing/directing your social media program.

Public Relations

Public relations is another good option for taking responsibility of your social media.
PR is all about creating a positive brand perception, and it’s already customer centric,
which makes it social by default.

Community Manager

One last source to consider is your community manager, if you have one.
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 Social media is about being present and truly engaging with your fans and followers.
That’s pretty much the definition of a community manager.
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 If you already have an active social community, your community manager could be a
good fit for taking on your social media efforts. They already create, maintain, and
encourage member-to-member relationships. As your social media manager/director,
they’ll simply scale those efforts.

The Lingo You’ll Use in Your Social Cycle

Knowing the lingo will help you communicate what you’re doing with other
professionals. Here are 5 terms you need to know.

“Value First” Offer

Social media marketing is really just another channel for your marketing, which means
you’re creating an environment where you can make successful offers.

Offers that are appropriate for social channels include:

Valuable content. Link to content that has embedded offers and CTAs.

Lead magnets, or opt-in offers. These are designed to get cold traffic into your funnels.

Tripwires, or deep-discount offers. Use these to upsell and cross-sell new and existing
customers.

Feedback Loop

You need a system where complaints, praise, and other useful comments “heard”
during social listening are routed to the correct person in your organization.

This makes it easy to apply the 3-step social customer service plan:

Acknowledge the concerns.

Forward the issue to the right person.

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Take the issue off public channels and resolve it in a timely manner.
 Social Media Bouncing

Much of the success of social media marketing is the frequency of “touches.” If you’re
on more than one social channel, and people see you on multiple channels, you create
a j-curve of exposure.

That’s what we call social media bouncing: A social media follower on one channel is
exposed to your brand on another channel.

Then you click through to their site or a Buzzfeed post where you see them yet again.
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 Your goal is the same—to engage with your followers on all your channels, fully
immersing them in your brand.

Social Media Topic Map

Two keys to successful marketing are relevance and focus. Your topic map helps you
stay “on brand” with both. As a bonus, by narrowing the topics you post about, you
actually increase engagement.

Here’s how it works…

Take your brand, the products/services you offer, and your primary message. Then
figure out the topics and subject matter that are “on brand” to discuss on social
channels.

For example, for a health insurance company, the topic map would include the primary
topic, insurance. But it could also include financial management and health
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 Long-tail Media Outreach

This is the process of earning mentions from lots of small media players (bloggers,
podcasters, etc.) instead of a small number of large media players.

You see, traffic may surge after a mention by a large-media player, but it will soon
return to normal. Smaller media channels, on the other hand, have a more targeted
audience that’s a better fit—and their audiences actually listen to them.

As a result, a few mentions from these smaller players can give you higher quality leads
that actually convert. You may not get traffic surges, but your bottom line will get a
boost.

The strategy? Figure out who the influencers are in your space, who’s listening to
them, and whether they’re competitors or potential partners. Then build relationship
with the small players who are a good fit for targeted outreach.

Your Social Media Success Metrics

We’ve talked about specific metrics for tracking the 4 stages of your social cycle, but
there are a few more metrics that can show you whether you’re nailing your social
media strategy overall. Here are 3 you need to watch.

Applause Rate

Every social share and mention is a form of applause. Because let’s face it, no one
shares something they don’t perceive as valuable.

Measure the sum total of all social shares (Facebook, Likes, Tweets, LinkedIn shares,
etc.) and comments on a piece of content.

Traffic by Channel
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 It’s important to know where your traffic is coming from. So use a tool like BuzzSumo
that can measure your social traffic by channel
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 Lots of engagement indicates you’ve found a topic your audience resonates with. Low
engagement tells you you’ve missed the mark.

Ideally, you want to know who likes your content and how often it’s being shared.
From that, you can figure out what’s working and where you need to improve.

Conversions from Social Media

Once you know the traffic that’s coming from social channels, the next step is to
calculate your conversions from social media.

You want to know the percentage of visits from social media that take the action
you’re driving on a web page. For that, the formula is:

[traffic from social media] divided by [total traffic]

Ultimately, this is the number you want to impact. The higher your conversion rate,
the more successful your social media marketing is.

Bottom Line

Like it or not, we live in a social world. Your customers are on the social web, sharing
experiences and opinions related to you, your brand, and your industry.

Are you listening?

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 The approach we’ve shared in this chapter will help you create a strategic social media
plan that helps you keep up with the conversations taking place online, as well as
getting you in front of your customers—and helping you lead, engage
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 But there’s another (more direct) way for you to have conversations with your
prospects and customers: email. And it’s a vital piece of your digital marketing
strategy.

Email is hands-down the most effective way to move prospects through the
Customer Journey. It’s also your ticket to loyal customers and repeat sales. So
don’t miss it.

6. ADVANTAGES OF ONLINE MARKETING

6.1 Powerful effect

The advent of benefit marketing online isn't solely about helping new
businesses and entrepreneurship, but it also impacts particularly on
small firms, because the Internet can affect the market and affec t
small and medium-sized companies (SMEs) have the ability to
operate. "(Clement 2020). In actuality the internet is a type of
democratic society in which marketing has been transformed to allow
even small-sized businesses an opportunity to sell and promot ing
their products in a larger size (Armstrong, Kotler, Harker, & Brennan,
2018). It is also important to be noted the fact that "the Internet
generated unprecedented opportunities for small -sized businesses to
participate in global and national marketing campaigns that weren't
possible due to the massive amount of capital needed" (Poon and
Jevons, 1997). Direct mail websites as well as bogging and launching
are just a few of the extremely low-cost interfostered networks that
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offer small businesses with the opportunity to survive and grow.

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 6.2 elimination of geographical barriers

Some of the primary advantages of internet-based marketing are that

it eliminates any geographical limitations in the purchasing or
selling. The Internet therefore has a global reac h at extremely low
speed (Allen and Fjermestad, 2001; Sigala, 2002; Teo & Tan,
2002). Global exposure was previously the exclusive domain of big
multinationals due to the expense of traditional advertising, however
the rise of affordable internet technology has allowed small
enterprises to benefit from this kind of reach. In the world where
Internet connectivity is available to diverse classes of users all over
the world (Mohammed 1970).

6.3 24 hours / seven days availability

Due to its growing increasing popularity and growing popularity,

thanks to its popularity, the Internet has the ability to deliver
pertinent information to customers twenty -four all hours and seven
days a week(Jones, Moeeni, & Ruby 2020). (Joung, Jung, Ko and Kim
2018,) In reality the fact that you can shop through the Internet will
be easier since you don't need to go out of your home, check out
several shops and assume responsibility to evaluate different items
and prices. Buyers can complete online shopping in the comfort at

home, more efficiently. It is easy to say that it saves lots of time and
cash.

6.4 Cost-affectivity
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 Cost savings is another benefits of online marketing over traditional
advertising and marketing networks which are more efficient. It is
evident that online marketing is efficient and able to achieve its
objectives at only a fraction of the cost. (Bell & Loane, 2010; Buhalis
& Law, 2008; Godes & Mayzlin, 2004; N Sheth & Sharma, 2005; Tan et
al., 1997; Warren, Davies, & Brown, 2008). For instance, it is evident
that the expense for putting up an advertisement online is much less
than placing an advertisement in a magazine or an announcement in
the public domain. The price of online presence is much lower in
communicating with other companies as well as communicating wit h
clients. As consequently, online marketing permits businesses to keep
their profits, a quality

which is highly regarded by companies since online marketing

techniques require no substantial investment.

6.5 Trackability
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 Another aspect to online marketing are the ability to monitor their
performance. In fact "Online Marketing's trackability" is among its
best assets (Buttle Maklan and Buttle 2019.). The site allows the
calculation of everything that occurs on it. It's therefore simple to
calculate the time of the number of clicks an advertisement gets on
the site and the amount of traffic to the website. It permits the
advertiser to observe and assess their actions through tracking the
amount of visitors to their site. It can also help companies de termine
whether their marketing is successful, and to identify the types of
people they are attracting to their products and the places and ways
they are(Chaffey and co. 2009).

The ability to monitor online customers' increase dramatically due to

"the internet is the most transparent platform still. Website log
analysis and real-time profiling trail the number of customers visiting
each page, position of earlier visited pages, date of access, time of
browsing, length of browsing, links followed, etc." (Granitz & Greene,
2003).

6.6 Personalization
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 The thing that's characteristic of internet-based marketing is the
flexibility it provides. It is a customized marketing method and is
often referred to as a one-to-one approach to marketing within the
same market (Peppers Rogers and Peppers 1993). What exactly is

customisation? Personalization is defined as making products and

services more customized based on the previous purchases made
online, based on preferences of the customer. "Because electronic
contact with customers allows comprehensive information to be
gathered about the needs of each particular customer, businesses can
automatically tailor the goods and services to those specific needs"
(Karavdic and Gregory 2005). This method results in customized

products being offered to customers. Customers can create

personalized messages that can have more impact than generic,
impersonal messages that go out to the consumer their mailboxes in a
random manner.

Personalization helps in the formation of a positive relationship with

clients. As (Riecken 1999) says, "Personalization - is - about
establishing loyalty among customers - through establishing a true
one-to-one relationship; understanding the needs of each individual
and working to reach an goal that efficiently and effectively meets
the needs of each customer within a specific context.'
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 For instance using web-based statistics, marketers will target
customers by offering them customized offers each time they visit
their website. Therefore, the website's offerings could be tailored to
theintended users with the help of data collected from customers'
preferences that result in interactions and the "sense --of
connection" between the marketer and the user. This is particularly
important because traditional methods of marketing like mass media
newspapers, television, and cannot be affected by the desires or
expectations, tastes as well as preferences of clients. Customization
and personalization are generally considered to be a significant
feature or benefit for online marketing (Bhui and Ibrahim 2013).
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 7. CHALLENGES OF ONLINE MARKETING

7.1 Integrity issue

Incorporated marketing was a central trend (Gutierrez Izquierdo &

Cabezudo 2010). However one of the main issues with marketing
strategies is that they employ various offline and online advertising
platforms like newspapers catalogue, television email, mobile phone
and twitter, social media as well as a solid, coherent marketing
network. This is a problem because it's employed as a single goal but
not as part an integrated strategy that aims to reach tangible and
precise goals. This issue can be overcome by implementing a holistic
method that synchronizes different methods of communication, both
traditional and digital in the context of interconnected creation, a s in
the sense that the online virtual component of structured marketing
approach is concerned. the thing that is frequently worth noting (or
remembering) is similar to offline marketing. All aspects of online
marketing are connected and interdependent. The website cannot be
accessible because there aren't any connections to it. Email or social
media sites are utilized for viral marketing to convey the message,
while search engines can't function without networks that
connect. Therefore, in any internet marketing campaign, all the
elements need to cooperate (Joung and co. 2018, 2018).

7.2 Face-to-face contact

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 According to(Goldsmith and Goldsmith 2002) In the absence of
personal interaction is another issue with online marketing. Many
authors feel that the lack of face-to-face communication is a major
obstacle to some Internet transactions that don't require real -time,
emotional interactions which is the reason many customers look to
online options to provide unpersonalized customer service, but ignore
the shopping experience they would receive in a traditional storage
facility. We love interacting with personnel of the shop face -to-face
and experimenting with the item they're interested in and sharing
their experiences with fellow customers. The shopping function is not
an off-line and does not offer personal interaction.

In a different way, online marketing may not be appropriate for every

kind of business, however it's a product is likely to be purchased in
large part on the ability to establish personal conn ections between
sellers and buyers; which includes sales of life insurance as well as
other items that require physical inspection of the product" (Comer
2018, 2018).

Face-to-face interactions aren't just essential for certain varieties of

products. Culture is a major factor. For instance, a reference could be
given, in accordance to (Rotchanakitumnuai

Speece 2003) He discloses that when online transactions are

conducted, there is a deficiency for personal interaction. Apart from
that they relate to Asian cultures where personal relationships are of
utmost importance and are a key factor in ensuring that financial
51

transactions are conducted in tandem.

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 7.3 Security and Privacy

In the current digital age security of information is among the most

pressing problems to address. It's very evident today that data of
users is easily transferred to various organizations without their
permission. Furthermore, hackers fail to safeguard more sensitive
information such as passwords and usernames (Kaltman and co.
2011,). Another concern is pop-ups and spas that are seen by the
largest majority of users as a prime example in the case of privacy
violations (Drozdenko and Drake 2002).These data privacy issues are
among the most significant issues that online users face.

marketing. To this end, addressing the associated problems is crucial

to a successful internet marketing. (Peltier and Scovotti, 2010) It

emphasizes the role marketing awareness can play in this regard and
recommends that students be exposed to the subject with a range of
programs with different levels and coverage.' This aspect has its
origins in the idea that customers who's data was taken by the
respective business must be accountable for how their personal data
is utilized.
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 7.4 Untrustworthiness

The consumer's distrust is an enormous obstacle to the development

and growth of marketing on the internet. This is the reason "online
trust is becoming increasingly relevant as a study subject and its
impact on internet marketing strategies is growing" (McHal e, Burke,
Lefsky, Peper, & McPherson 2009). (Defrancq 2005) defines trust in
the following way: " Internet trust concerns how people perceive
whether the web site is in compliance with standards, how
trustworthy the information available on the internet is , and the level
of confidence that the internet provides users. Presently in spite of
the exponential rise in online sales there are many who have not yet
embraced electronic payment methods and are concerned whether or
not ordered items will be delivered.

It is even more important to be accomplished to build trust among

customers and to assure them that the interactions occurring in the
digital world are as authentic and honest like they were in the real
offline world. If this trust is not established, it must be emphasized

that Internet marketing cannot be used to its maximum potential. It is

therefore essential that the people who are responsible for marketing
online understand the nuances of the digital age. One of the most
significant aspects of the new digital world is "Today trust and the
power of the consumer have merged to transform marketing(Hamill
and Gregory 1997).
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 Since the confidence in the market hasn't been established It is
important to emphasize that the potential of online marketing may
not be fully utilized. Therefore, it is essential that those in charge of

marketing online understand the realities of the digital age. One of

the major realities of the new digital world is "trust and the power of
consumers are now unified to transform marke ting).
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 CONCLUSION, LIMITATIONS AND RECOMMENDATION

Of all the marketing strategies that we will discuss in this article The
most effective one to implement when a business employs multi -
channel marketing is the mix of 5who who, what is, where, and why
which will allow the company to understand the market it is targeting
and its wants and needs. The research we present is restricted only to
online advertising, which can be difficult and beneficial. I'd like to
suggest that future researchers conduct thorough research into every
element of marketing online which will allow people around the world
to come up with more ideas, and also to boost the amount of internet
users, as well as technological advancements across the globe.

The Internet has brought benefits to all areas of life, including

economics and marketing. The introduction of major online marketing
methods as well as strategies. This research has provided insight into
Internet potential and obstacles. The major advantages of the
internet were its positive influence, the elimination of geographical
barriers, accessibility 24/7/365 cost-effectiveness, the capability to
monitor and personalize. It also focuses on various strategies of
online marketing and their claims. There are different writers for each
one that can help an organization make the best decision in making
decisions.
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 However, the use of Internet marketing has its own negatives,
including the problem of credibility, the absence of face -to-face
communications security and privacy and lack of trust. In the absence
of a thorough understanding from this double Internet feature, it
can't be fully utilized to its advantages. A marketing program online
that is that is based on inputs from the study has to be able to
achieve its financial objectives.
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