See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/358276353

A CRITICAL ASSESSMENT OF ONLINE MARKETING IN INDIA

Article · December 2021

CITATIONS READS
2 974

6 authors, including:

Shankar Rangasamy P. Mohammed Buhari Saleem

Manonmaniam Sundaranar University The New College(Autonomous)
12 PUBLICATIONS 5 CITATIONS 22 PUBLICATIONS 12 CITATIONS

SEE PROFILE SEE PROFILE

Shilpi Kulshrestha Kulshrestha Harikumar Pallathadka

University of Rajasthan Manipur International University, Imphal, India
3 PUBLICATIONS 5 CITATIONS 187 PUBLICATIONS 1,019 CITATIONS

SEE PROFILE SEE PROFILE

All content following this page was uploaded by Shankar Rangasamy on 29 March 2022.

The user has requested enhancement of the downloaded file.

Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

A CRITICAL ASSESSMENT OF ONLINE MARKETING IN INDIA

Dr. Arun Kumar Singh,
Professor and Director,
GNIOT Institute of Management Studies,
Greater Noida
Email: dr.aksr27@gmail.com
Dr.R.Shankar
Assistant Professor (T)
Department of Commerce
Manonmaniam Sundaranar university,
Tirunelveli-12
Email: drrshan83@gmail.com
P. Mohammed Buhari Saleem
Assistant professor of Commerce
Sadakathullah Appa College (Autonomous), Tirunelveli
Email: buharisaleem3793@gmail.com
Dr Shilpi Kulshrestha
Associate Professor
Department of management studies
Global academy of technology and management
Bangalore
Email: kulshrestha.shilpi@yahoo.com
Dr. Harikumar Pallathadka
Manipur International University,
Imphal, Manipur
Email: harikumar@miu.edu.in
Dr. Laxmi Kirana Pallathadka
Manipur International University,
Imphal, Manipur
Email: laxmikirana@miu.edu.in

12
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

Abstract
This study's critical examination of Online marketing in India is the focus of this research.
Online marketing is becoming increasingly popular in today's world. As consumers and
organisations shift away from traditional marketing methods, digital ones are taking their place.
Among the topics covered in this review are the core of digital market; the notion of digital market;
comparisons between traditional and electronic markets, as well as the major advantages of digital
marketing; and how Online marketing has affected the IT industry. As part of this research, digital
marketing's influence in company as well as the spread of brand awareness are examined. This
study is noteworthy from both an academic and a practical point of view, as well. All kinds of
goods and services are available in today's market. On a daily basis, consumers' habits change as
well. They're more inclined to use digital and online marketing than traditional marketing tactics.
Sales promotions such as price promotions and premium promotions, which have a direct impact
on consumer-based brand equity, will be explained in greater detail, allowing digital marketers to
make more informed decisions about how to use them.
Keyword: Internet, Internet marketing, and social media are all terms used to describe digital
phenomena.
1. Introduction
The term "marketing" brings up ideas of fluttering, changing, and frenzied corporate activity.
Multiple crises, such as a lack of raw materials and energy, high unemployment, inflation, and
even economic downturns, have altered the role of marketing substantially. Terrorism and conflict,
sick industries, dying firms, and quick technological advances in particular industries are all factors
leading to the rapid shift in marketing's role and responsibilities.
Various methods of applying this principle exist in the Online marketing industry. Online
marketing is often referred to as "internet marketing," "web marketing," or e-marketing, however
these concepts are often used in the same sentence. There is a difference between these
terminologies despite the fact that they are all interwoven. Internet or web marketing, on the other
hand, refers to online advertising that requires a live, real-time connection to the internet (Yasmin,
et al., 2015). (Yasmin, et al., 2015). E-business, on the other hand, is exploited in a wide range of
scenarios, including the use of modern technology in both internal company procedures and third-
party transactions. E-business includes both the commerce and marketing aspects of ecommerce
and eMarketing. The word "electronic marketing," often known as "electronic marketing," refers
to a method that utilises digital and internet technology, coupled with mass media to advertise
items and services. When it comes to E-marketing, digital and information technologies are utilised
to complete the marketing operations that include producing and disseminating value to customers,
as well as managing customer connections. When it comes to the commercial aspects of online
sales and transactions, "E-Commerce" is the term of choice.
2. Objectives of the research
3. Literature Review
1) The primary objective of this paper is to demonstrate the value of Online marketing in
today's competitive marketplace.

13
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

2) Accurately collect and incorporate consumer input.

3) Provide an honest and reliable service to the consumer both before and after the sale.
4) To examine the effect of Online marketing on customer purchasing decisions.
5) A detailed description of the goods must be provided to online customers.
3.1 The heart of the digital market
Dasgupta and Ghatge (2015) claim that the Internet has become a vital component of
Online marketing since it is easily integrated and interoperable with a wide range of digital devices
such as tablets, smartphones, and watches. The Internet, in my opinion, was the most significant
technological development of the twentieth century. It has also become a tool for marketing,
distribution, and link building, as well as for sales on the Internet. A wide range of products are
now available for purchase via web-based advertising campaigns. Traditional marketing's mixed-
media approach is challenged by the Internet. The salesman can also market the wide range of
mass-modified products. The ease with which you can compare the pricing of similar products on
the market is a significant benefit of using the Internet. It also presents a revolutionary distribution
method that is convenient, speedy and easy to use via the Internet. Customers have developed into
storytellers, and advertising has represented this iconic transition in the form of debates in place
of revenue-generating messages. To carry out an Online marketing strategy, salespeople and
marketers nowadays use many marketing tactics, such as "SEO," "SEM," and "PPC" (Pay-per-
click).
Interconnected networks of computers are known as the "internet," and they're all linked
together via routers and servers. There are files called web pages on computers throughout the
world that may be viewed through other linked computers as part of the global network. Intranet,
Extranet, and Web are the three main types of networks that make up the internet. Hypertext mark-
up language (HTML) is used for intranet procedures within a company. An Extranet, on the other
hand, is made up of two or more networks that are linked together for the purpose of disseminating
information. A browser can be used to access the Web's graphical user interface for hypertext
navigation. As a forerunner to today's electronic mail and internet, "Advanced Research Project
Agency Network" (ARPANET) made its first public demonstration in 1972. It had already been
shown that the internet could support a significant number of researchers and inventors by 1985.
It was Tim Berners-"World Lee's Wide Web" idea in 1991 that sparked the internet revolution.
Furthermore, commercial usage of the internet was completely unblocked in 1993.

14
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

According to Nair (2015), the Internet has also advanced rapidly, allowing users to create
and share web 2.0-based content with one another. Consumer behaviour was also altered as a result
of the internet's provision of features such as personalisation, interactivity, and customization.
Digital channels, in addition to new-fangled services, devices, and networks that applied deliberate
influences on customers and salespeople, have propelled mass media forward in recent years. From
searching, chatting, purchasing, downloading, reading and uploading to marketing and providing
feedback on a wide range of topics are some of the users use the internet today. It is
becoming increasingly common to use the Internet as a starting point for searching for a variety of
information. The majority of clients begin their decision-making process online.
3.2 Online marketing Concepts
Prabhu and Satpathy have both claimed this (2015), Digital channels were launched in
India in 1990 with the promise that they would send the appropriate message to the right audience
at the right moment, a welcome change from the traditional media channels available at the time.
The promise of digital media is that it allows for the rapid collection of data, testing, and estimates,
which can then be used to develop the most successful and sophisticated programmes.
Unimaginable events can nonetheless be more frightening than they appear at first glance,
according to a study published 15 years later. Today's digital media landscape is more complicated
than it has ever been. Advertisers' minds have been turned by the constant and rapid introduction
of new stages, devices, data sources, and media usage gadgets (such as tablets and cell phones). In
this case, the experience is a replica of a decision that involves realising the requirement to meet
15
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

their numerical targets in order to attain the intended outcomes. Using digital media, you may learn
a lot about a person's interests, likes, and dislikes, as well as where they are on the Internet. In this
book, they are encouraged to work smarter using the tools and data they need to interpret and use
information from all over the digital landscape. Ideally, the first digital warranty will become a
reality for everyone who loves digital channels and will help them better appreciate why
conventional media devote so much time and resources to them.

Figure 1: Types of Digital Marketing

Digital media has altered drastically since the mid-1990s. For the past decade, we've been
telling people about two particularly repulsive pieces of media art. As an example, a paid search
(think of Google AdWords) or a TV advertisement is a paid media. A digital media channel that
charges a fee for the usage of a brand is known as paid media.
The second is a difficult medium to work with. Media resources or platforms that a firm proclaims,
controls, and utilises to communicate with an incoming audience are categorised under this
umbrella phrase. One-page websites, email marketing sites, and buddy websites are some of the
most frequently cited media sources. For both paid and unclaimed media, it's imperative to track
and analyse clicks. Tracking what happens once a client taps a connection can be useful, but not
all requests will be answered.

16
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

During the last few years, a third medium known as "acquired media" was developed.
Advertising professionals sometimes refer to themselves as Free Media, a moniker that may have
originated from a rumour or a newspaper article about "getting famous online," according to some
who claim it is new.
Online marketing is compared to traditional marketing in this section.
A few key contrasts between digital and traditional advertising include:
Companies spend a lot of money trying to make a good first impression so that their
transactions and administration can do the rest of the work. Mid-term, web marketers must spend
far more money than offline marketers on goods, salaries, rent, and other expenses. Social
networking, search engine optimization, or a web robot are more cost-effective alternatives to
traditional advertising methods, such as TV or radio commercials (Katta, and Patro, 2018).
There is a point at which off-line progress can no longer be made This doesn't always
guarantee the most intense exposure, however. You can do whatever you want in the virtual world.
He finally gets the shot he's been waiting for. They don't have to open retail locations in order to
create an all-inclusive item. To store all of their raw resources, a massive inventory or database
isn't necessary.
Web marketing is appropriate because it is not time-bound. Customers come to their
website to buy their products and services on a regular basis. Customers and offers can only be
received when the store is open, in the offline condition.
It's still difficult to give tailored deals to a small set of clients based on their purchase histories and
the activities they engage in on the web. Personalization will help them grow their business by
creating a snowball effect. In the same way, they may be able to emphasise a particular group of
people for a particular development (Bala, and Verma, 2018). Furthermore, it's difficult to
implement these kinds of methods in a large number of independent channels. Small firms can
make efficient use of digital marketing's concept.
Online stores can be built with the help of several social media networks. Furthermore,
social media can be used to build a large following for an online store. Individuals also promote
themselves well without advertising when they provide the best services or goods. People begin
mentioning their internet shops directly or indirectly. It won't just expand their activities, but it
will also involve transactions.
Online marketing has a number of important advantages.
Various Online marketing aids include
3.4.1 Struggle with names:
One of the most significant financial burdens that enterprises must bear is the cost of Online
marketing and promotion. Large corporations may not have a problem spending millions of dollars
on Online marketing and advertising, but for small businesses, this can be an impossibility or even
a horrible nightmare (Karimi, and Naghibi, 2015). In comparison to the traditional method, digital
stage marketing offers a more moderate alternative to digital marketing. They have the same
impact, but are significantly less expensive. In exchange for a few dollars, they can get an email
Online marketing provider and begin sending value-added or instructional emails to their extensive
mailing list.
3.4 Incredibly profitable:
17
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

Business success is measured solely by how quickly it can arrive at a prediction. Small
businesses can make a lot of money with digital marketing. When compared to standard Online
marketing procedures, email Online marketing and advertising efforts through web-based
networking media stages are considerably less expensive.
It's easy to find out whether a digital crusade has been a success or a failure. They can rapidly see
how an ad is doing with a digital campaign, as opposed to the traditional method of waiting for
weeks or months to assess the validity of a battle.
Using email as a type of Online marketing programming, customers can see how many
messages were sent, how many were read, and how many were converted into leads. Google
Analytics is an excellent tool for predicting the success of a website or blog's specific goals. It's
possible for clients of Google AdWords to monitor the execution of their promotions on Google
search, knowing how many people viewed their ads and gaining insight into their conversion rates
(Ryan, 2016).

Simple to modify:
Learning the proper way to implement advertising will educate a corporation on the best
way to survive. Aimed for a successful elevation struggle, it's not tough to add extra with just a
tick. In any event, for an advertisement that is not unexpected, it can easily be balanced or halted
outright. It is more rigid in traditional Online marketing because a mountain of written information
must be marked and, by and large, these claims are long or medium-term in nature. Regardless of
whether a struggle is not proceeding as planned, endorsers will need to wait until the end of the
agreed upon period.
Concentrating precisely on the conventional approach to Online marketing is based on the
shower and implore tactic, in which a promotion is spread across a large audience with the
assumption that a few individuals who enjoy what they see, hear, or read will respond positively.
However, Online marketing over digital stages considers centred on combating where promotes
18
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

are displayed to clients in light of their preferences or initial behaviour. Consider value-based
communications (including confirmation messages, receipts, and secret key resets) that may be
sent to clients in response to their business activity. As a result, clients receive precisely what they
request. The majority of online networking stages utilise an extremely clever algorithm that
analyses and organises client preferences. To the point that certain advertisement battles are
targeted exclusively at clients with a particular concept (Karjaluoto, et al.,2015). This increases
the likelihood of receiving offers and also reduces the cost of Digital Marketing.
The world has been transformed into a global village. This transition has been facilitated
by digitalization. Advertisement battles are made understandable in any corner of the world thanks
to the methods of Digital Marketing. Additionally, this provides a unique opportunity for small,
new-fangled firms to expand their reach through the massive exhibition given. The web is awash
with stories of new businesses that became enormously successful in a short amount of time as a
result of the opening doors created by the global concept of Online marketing via digital stages.
Not only does Online marketing via digital platforms enable campaigns to be targeted at
specific clients, it also considers client segmentation. The division is the procedure by which large
client gatherings are added subdivided into smaller client gatherings based on a certain
characteristic.
According to Deichmann et al. (2016), the term "digital" is a well-defined phrase that refers
to a technique for conveying data that is either finite or non-variable in nature. In contrast to the
term "analogue," "digital" refers to an unending technique for data transmission. When a marketing
action is dependent on multiple types of digital platforms to carry out the market's function, the
marketing action becomes digital. Additionally, Online marketing is defined as a method of
advertising goods and services via one or more forms of digital or electronic media. Additionally,
it is the platform via which different commercial companies can access customers via a variety of
digital technologies. This is why, in India, Online marketing can help develop a direct contact
between a business and its clients. Digital media encompasses both content-based platforms such
as "websites," "social networking sites," "online communities," and "search engines" that are
primarily powered by internet technology and device-based platforms such as "mobile phones,"
"digital TV," and "digital outdoors" that are powered by both internet and mobile technology.
According to Aithal and Varambally (2015), Online marketing in India is not synonymous
with internet marketing because it encompasses networks that do not require a real-time internet
connection, such as digital televisions, digital outdoor advertising, billboards, SMS (Short
Message Service), call-back and on-hold mobile ring tones, mobile apps, MMS (Multimedia
Message Service), e-books, and games via a digital platform that is also available offline. It makes
use of digital devices, channels, and platforms regardless of whether they are online or offline.
Additionally, the introduction of new-age concepts such as wearable technology and augmented
reality are expanding the scope of Online marketing beyond the internet. Thus, internet marketing
can be considered a subcategory of digital marketing.
HARIKA, (2018), defended the unique physiognomy of the internet's novel techniques for
simplifying productive and thought-provoking communication between consumers via
organisations and India's expansive e-marketplace. The internet has become a significant aspect of
many customers' lives, and many prefer Online marketing to offline marketing. Additionally, it is
19
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

shown that people in India spend an average of 5 hours every day online. For Indians, the primary
online activities include social networking and shopping for various items. Users of social media
spend far more time than those who watch television. By an average age of 23 years or younger,
the majority of social media users in India are younger than their global counterparts. Before
purchasing a goods online, consumers conduct extensive research on the product and the product's
reviews from others.
Customers have increased their authorization in digital platform contexts. They can send and
receive digital information in accordance with the customer's specifications. Additionally, Indian
customers exercise their right to choose the type of digital information they choose to display.
Customers are not passive recipients of material, as they are in traditional communication that is
subjected to the hard sale. The salesman entices consumers with exciting digital content, and
customers reciprocate by sharing the digital content with others via social media.
3.5 Marketing using the Internet, or "digital marketing,"
According to Todor (2016), "reaching marketing objectives through the application of
digital technology" is the exclusive definition of digital marketing, often known as Internet
marketing. The use of expertise and methods to aid in marketing efforts in an effort to improve
customer knowledge by meeting their requirements is often referred to as digital marketing.
Several businesses in India have grasped the importance of Online marketing and how Online
marketing affects consumers. So, in order to better serve their customers, many businesses
combine online and traditional strategies. This is how they achieve success. There must be an
abundance of new ways for a salesman to accomplish their websites and meet their company goals
if new tactics are implemented by the organisation. Online advertising is a powerful tool for
building products and expanding distribution for companies seeking to be successful. Online
marketing is more cost-effective when it comes to producing results and assessing success for the
money spent on advertising, compared to traditional marketing methods.

Fig. 2: Online marketing in India in the Future

The boring style of promoting items and methods of marketing are now used to the way of
digital marketing, as mentioned by Kaushik, (2016). As a result, the economy can be resurrected
by digital marketing, and governments can run more effectively as a result of its influence. Various

20
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

Indian organisations have recognised the success of Online marketing tools as effective and
valuable in achieving the organization's ultimate goal. In addition, the rapid advancement of
technology and the changing dynamics of the market have led to tremendous growth in Online
marketing in India.
With regard to digital marketing, user-friendliness, triangulation, and speed are well-
defined as the main physiognomies for advertising goods and services, as well. The use of "word-
of-mouth WOM" on social media, as well as making the website popular, are other proven methods
for achieving success in digital marketing. In addition, WOM is linked to the creation of new
associates and the expansion of the website's circulation, both of which increase the website's
visibility in the context of Indian marketing.

3.6 Digital and social media marketing

Various forms of social media, such as Facebook and WhatsApp, according to Fernandes
and Vidyasagar (2015), have opened the door for businesses to engage with large numbers of
people about goods and services, as well as for new marketing prospects in light of the vast market
area. The successful implementation of Online marketing strategy is only achievable if the
managers of various organisations are completely aware of exercising the new techniques for
interaction in order to attract consumers to their firm. As a result, the Marketing expert must also
be knowledgeable about online social marketing initiatives and how to measure their success with
the appropriate metrics. Globally, Online marketing is progressively displacing traditional
methods of advertising thanks to a shift in consumer access to social media platforms such as
Facebook and Twitter. Another Online marketing tool known as a blog has shown to be an
effective means of increasing sales, particularly for products that allow buyers to read several
reviews and then write their own ratings and comments. Online reviews have shown to be an
effective aspect of a company's overall marketing strategy. Online marketing is more influential
and more effective than traditional marketing tactics and technologies.
21
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

3.7 Impact of Online marketing on IT Sector

According to Alavi, (2016), Online marketing is the most effective way for increasing
visitors to a company's website. However, in the corporate world, Online marketing is seen as the
most widely used marketing and advertising aid that has a history of phasing out old-fashioned
techniques. A company's traditional marketing methods only allow it to contact a small number of
people, however Online marketing allows it to reach a far broader audience, since there are many
cities across the world whose residents do not have access to modern amenities but do have their
own smartphones. When it comes to expanding their brand's reach, many companies are realising
the importance of using the digital platform.
Digital marketing's impact and utility revealed by empirical evidence
When it comes to determining the worth and usefulness of a product or service available
online, consumers are more meticulous than ever before. With regards to the product, the Digital
market covers nearly all of its bases.
In today's digital age, people are more likely to trust and accept information that is available
online than information that is physically accessible.
To put it simply, the Internet has become a tool for every conversation at this point in time,
making Online marketing the largest marketplace in comparison to conventional media.
The cost of promoting products and services in traditional marketing methods is high, however in
digital marketing, the cost of advertising is low and the productivity is protected.
Online marketing enables for a variety of tactics to be used in accordance with changing market
conditions and trends.
It's not just huge firms and small businesses that can benefit from low-cost digital marketing; it's
open to everyone. Small businesses and huge ideas have equal access to the same kinds of
marketing tools based on the same concepts. The employment outlook is also improved as a result
of this.
Online marketing gives customers and businesses a platform to work together unwaveringly and
quickly, as well as to promote their products, services, and ideas.
using Online marketing to improve their facilities since they get a lot of input
from customers on their websites, social media posts, and other platforms that assist their business-
like Eatables delivery services, Uber cabs, and other Goods delivery services.
dded benefit, Online marketing offers a much larger amount of visual area for the
information that is used to promote products and services than does analogue marketing.
Online marketing allows businesses to retain transparency between customers and brands, which
helps customers learn more about the brand with which they are collaborating and obtaining
expertise. In addition, customers are more likely to trust the brand because of this, which helps the
company's online image and ethos take shape.
Its compelled brands to stay ahead of the curve and take advantage of transmitting a bit fresh in
the market to engage consumers through a new-fangled idea, conveniences, commodities,
knowledge, and other assets to survive in this competitive world.
Marketing strategies on the Internet have been drastically altered as a result of the widespread
adoption of this cutting-edge method. As a time and money saver, strategy, and digital tool,
initiatives use Online marketing as the key to developing their brand and to compete at a higher
22
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

level. They use this massive marketing technology to survive for a long time. In terms of
versatility, ease-of-use, and speed, it's hard to beat it. Customers will gain from this since the
advertiser will be able to efficiently reach their target population. For Dasgupta and Ghatge (2015),
Online marketing serves as an umbrella under which both technical and non-technical services can
rise in popularity via the internet. People can now choose from a wide selection of professional
options in the IT business, allowing them to pursue careers and show off their skills. Furthermore,
it brings together experts from a wide range of fields, including web development, web design,
artists, brand consultants, social media consultants, graphic designer, content writers, etc., to work
together to create a graphic illustration of concepts that aren't difficult to convey to the audience.
Demand for creative specialists in the IT field is growing, and India is becoming a centre for IT
operations, despite the industry's rapid growth.
Marketing through digital technology has had a significant impact on business, as stated
by Paul, et al (2018). In many parts of the world, access to clean water is limited, but many people
have smartphones. Because of this, most individuals find web marketing to be quite easy to use.
Online marketing is another unrealistic stimulus that is influencing people's life at the moment. In
addition, Online marketing has a direct impact on the interactions between people, their habits,
their job, and their purchasing decisions.
In order to maximise a brand's influence and raise recognition, digital marketers must have
a firm grasp on how to use the digital universe to their advantage. Impending customers can feel a
sense of ownership in the company through the medium of digital marketing. Furthermore, Online
marketing provides the opportunity for customers to feel connected to the company because they
are always observing the material from the brand. In this way, potential customers are encouraged
to test out products and services that they otherwise would not have considered. There are almost
3 billion people that use social networking sites on a daily basis. The results of a survey conducted
by an advertising agency have shown that many people prefer to follow brands rather than
individuals on social media. At least one company is followed by 80% of users on the photo-
sharing website Instagram. For this reason, digital media is the ideal medium for enhancing a
brand's image and achieving additional goals that are beneficial to the company's mission

23
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

Today, digital media aids and Online marketing styles are more or less numerous, with
varying effects on businesses:
3.8.1 Brand Awareness Increase
A social media platform is used by more than half of the global population today. With
this, social media becomes a natural area to communicate with highly focused buyers. The use of
social media can assist an organisation in promoting and increasing awareness of their brand.
Around 60% of Instagram users have discovered new products using this platform, according to a
recent survey. Using social media platforms, consumers are able to connect with brands that they
currently know about, as well as new ones that they find.
Initiation of Prospective Customers
Digital media is a low-commitment approach for potential customers to show interest in a
business and its products and services. There is a strong correlation between digital media exposure
for a brand and the number of new customers it attracts.
3.8.3 Increase in Sales
Anyone can use social media to sell anything they want. Bedsides, a limitless Online
marketing strategy might bring a brand good business and opportunities. People who utilise social
media are on the rise, and social sales tools will continue to advance. As a result, social media
networks are becoming increasingly important for eCommerce and product discovery.
Involve Customers and Viewers in the Process
Social media platforms allow brands to engage with consumers in an unwavering manner,
and consumers can also connect with brands through social media. There are numerous Online
marketing firms in India that provide their services to the general public. As a full-service Online
marketing agency, SRV Media is equipped to handle all of your company's digital needs.
In light of the foregoing, we can say
As a result, it's safe to say that nearly everyone is connected to everyone and everything at
all times. Mobile technology and low-cost data have made it possible for the average person to use
the internet in their daily life. Businesses today must have a digital presence, or else they will be
replaced by the digital medium. Framing and appropriateness, like the consumer's experience, are

24
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

used to express what works and what doesn't. As a result, there is no limit to the growth of Online
marketing in India. The greatest way for businesses to get customers to try their products in virtual
circumstances is to target them while they're sitting in front of their computers or smartphones and
encourage them to do so. Because of this, the focus of many firms has always been on Online
marketing processes. Marketing has advanced technologically as a result of the widespread
application of three different methods: email marketing, social media marketing, and mobile
marketing. It is because of this widespread application that email marketing, social media
marketing, and mobile marketing have become so effective. So, as a result, it can be claimed that
Online marketing tactics and business success go hand in hand. If a company wants to make
money, it should follow the Online marketing in India tactics, as everyone and everything is linked
by means of digitalization approaches.
Conclusions and Recommendations
One of the research's stumbling blocks was the discovery, throughout the course of
obtaining data, of a convicted felon. The reason behind this was that both customers and businesses
are reticent to share the information they need. Marketers and other organisations, despite the fact
that the research's purpose is made clear, do not wish to share their findings. Even if there are
numerous journals devoted to studying the effects of digital marketing, a researcher's access to
those journals is constrained by the time allotted to the project.
Future research possibilities.
A wide range of ideas and background concepts were taken into account during the course
of this study. It would be fascinating to see how this study relates to the formulation of a marketing
strategy and its accompanying strategies in a completely new geographic location. Research on
the future of other service-based industries, such as telecommunications, is also an essential area
for doing comparative analysis. To gain a clearer image of how the quality of the service provided
to clients is crucial in the growth of the Indian market, it is necessary to conduct this study.
References
1. Aithal, P.S. and Varambally, K.V.M., 2015. Customer Perspective on Online Mobile
Banking in India-An Empirical Study.International Journal of Management, IT and
Engineering, 5(7), pp.77-97.
2. Alavi, S., 2016. New paradigm of Online marketing in emerging markets: from social
media to social customer relationship management. International Journal of Management
Practice, 9(1), pp.56-73.
3. Bala, M. and Verma, M.D., 2018.A Critical Review of Digital Marketing. Journal
Homepage: http://www. ijmra. us, 8(10).
4. Dasgupta, S. and Ghatge, A., 2015.Understanding the stickiness of corporate social
responsibility reporting as a post globalization Online marketing strategy: a study of
multinational automobile companies in India.Indian Journal of Science and Technology,
8(S4), pp.283-292.
5. Dasgupta, S. and Ghatge, A., 2015. Understanding the stickiness of corporate social
responsibility reporting as a post globalization Online marketing strategy: a study of
6. multinational automobile companies in India. Indian Journal of Science and Technology,
8(S4), pp.283-292.
25
Volume-55, No.1 (X) 2021
Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

7. Deichmann, U., Goyal, A. and Mishra, D., 2016. Will digital technologies transform
agriculture in developing countries?.The World Bank.
8. Fernandes, S. and Vidyasagar, A., 2015. Online marketing and wordpress.Indian Journal
of Science and Technology, 8, p.61.
9. HARIKA, K., 2018. A Perspective Study on Usage of Online Marketing In INDIA. Global
Journal on Recent Advancement in Business Forecasting and Marketing Intelligence
[ISSN: 2581-4168 (online)], 2(1).
10. Hole, Y., &Snehal, P. &Bhaskar, M. (2018).Service marketing and quality strategies.
Periodicals of engineering and natural sciences,6 (1), 182-196. Hole, Y.,
11. Hole, S. P.-, &Bhaskar , M. P. (2019). The Damages of Liberal Marketing Myopia.
Restaurant Business, 118(10), 542-556. https://doi.org/10.26643/rb.v118i10.9573 Hole,
Y.,
12. Hole, S. P.-, &Bhaskar, M. P. (2019).Global market challenges and their impact on
businesses. Restaurant Business, 118(10), 519-531.
https://doi.org/10.26643/rb.v118i10.9571
13. Hole, Y., &Snehal, P. (2019).The significance of pilgrimage tourism to sustainable
development with special reference to the Indian context.African Journal of Hospitality,
Tourism and Leisure. 8 (3), 1-11
14. Hole, Y., &Snehal, P. (2019).Challenges and solutions to the development of the tourism
and hospitality industry in India.African Journal of Hospitality, Tourism and Leisure. 8 (3),
1-11
15. Hole, Y., &Snehal, P. &Bhaskar, M. (2019). Porter's Five Forces Model: Gives you a
competitive advantage. Journal of Advanced Research in Dynamical and Control System,
11 (4), 1436-1448.
16. Hole, Y., &Snehal, P. (2019). Agro-Tourism: Can be a game changer for the rural
development of Maharashtra. Ajanta, VIII (I), 40-49, ISSN 2277-5730.
17. Karimi, S. and Naghibi, H.S., 2015.Social media marketing (SMM) strategies for small to
medium enterprises (SMEs). International Journal of Information, Business and
Management, 7(4), p.86
18. Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in
industrial marketing communications.Journal of Business & Industrial Marketing.
19. Katta, R.M.R. and Patro, C.S., 2018. Online Shopping Behavior: A Study of Factors
Influencing Consumer Satisfaction on Online viz-a-viz Conventional Store Shopping. In
Mobile Commerce: Concepts, Methodologies, Tools, and Applications (pp. 1413-1429).
IGI Global.
20. Kaushik, R., 2016. Online marketing in Indian context.International Journal of
Computational Engineering and Management, 19, pp.2230-7893.
21. Nair, H.V., 2015. Digital marketing: a phenomenon that rules the modern world.
ReflectionsJournal of Management, 5.
22. Paul, P., Bhuimali, A., Aithal, P.S. and Bhowmick, S., 2018. Business Information
Sciences emphasizing Online marketing as an emerging field of Business & IT: A Study

26
Volume-55, No.1 (X) 2021
View publication stats

Journal of the Maharaja Sayajirao University of Baroda ISSN: 0025-0422

of Indian Private Universities. IRA International Journal of Management & Social

Sciences,(ISSN 2455- 2267), 10(2), pp.63-73.
23. Pawar, S., &Khedkar, E (2019).An overview of economic dimensions of Pilgrimage
Tourism in India. Incubation IV Business Management with New Ideas and Technologies
in Global Context, 24-30.
24. Pawar, S., & Hole, Y. (2017).Impact of Foreign Direct Investment on Indian Economy
with special reference to Retail Sector in Nashik (Maharashtra). International Journal of
Research and Development, V (I), 72-75. ISSN- 2279 5438.
25. Pawar, S. (2018). Trade Protectionism: A Overview. National Journal of Research in
Marketing, Finance, and HRM, 3 (1), 23-30. ISSN: 2455-5398,
26. Pawar, S., &Thapa, K. (2017).Building Strong foundations-CSR on board by Reliance
Industries Pvt. Ltd., ISSN- 2347 4173.
27. an Journal of
Science and Technology, 8(S4), pp.278-282.
28. Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the
digital generation.Kogan Page Publishers
29. Todor, R.D., 2016. Blending traditional and digital marketing.Bulletin of the Transilvania
University of Brasov.Economic Sciences.Series V, 9(1), p.51.
30. Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of Online marketing in the
challenging age: An empirical study. International Journal of Management Science and
Business Administration, 1(5), pp.69-80.

27
Volume-55, No.1 (X) 2021