.

INTRODUCTION

Online marketing also known as digital marketing, web marketing, and internetmarketing
or e-marketing is the marketing of products or services over the Internet. Internet marketing
is sometimes considered to be broad in scope because it not only refers to marketing on the
Internet, but also includes marketing done via e-mail and wireless media. Management of
digital customer data and electronic customer relationship management (ECRM) systems are
also often grouped together under internet marketing.Clearly, marketers are adding on-line
channels to find, reach, communicate, and sell. I-marketing has at least five great advantages.
First, both small and large firms can afford it. Second, there is no real limit on advertising
space, in contrast to print and broadcast media. Third, information access and retrieval are
fast, compared to overnight mail and even fax. Fourth, the site can be visited by anyone from
any place in the world. Fifth, shopping can be done privately and swiftly.Internet marketing
and e-commerce has marked its place in the world of technology. The success of any business
at present strongly depends on Internet marketing . Below gives a graphical view of how
online marketing can effectively be planned .

1
There are many sources of online marketing or Digital Marketing as described below:
Web Marketing:
Web marketing includes Web sites, Affiliated marketing Web sites, promotional or
informative Web sites, online advertising on search engines, and organic search engine
results via Search Engine Optimization (SEO). Internet marketing is sometimes considered to
be broad in scope because it not only refers to marketing on the Internet, but also includes
marketing done via e-mail and wireless media

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Web Marketing

Social Media Marketing:

Social media marketing involves both advertising and marketing efforts via social networking
sites like Face book, Twitter, YouTube and Digg. This has come with a most useful source of
marketing as there are billions of people reach out these media and thus make possible to
reach the people anywhere in the world with , simple broadcasting of the product
advertisement takes no time to reach the consumers .Internet, but also includes marketing
done via e-mail and wireless media. Management of digital customer data and electronic
customer relationship management (ECRM) systems are also often grouped together under
internet marketing. Clearly, marketers are adding on-line channels to find, reach,
communicate, and sell. I-marketing has at least five great advantages.

Social Media Marketing

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Email Marketing:

Email marketing involves both advertising and promotional marketing efforts via e-mail
messages to current and prospective customers. Email messaging has made possible to send
promotional messages to the email users acting as a quick mode of online product broad cast
over internet. Digital marketing for ecommerce applies traditional marketing principles to a
multichannel, data-driven environment. Digital marketing for ecommerce applies traditional
marketing principles to a multichannel, data-driven environment. Studying collaborative
research and the accessing of external sources of technology, Hummel found that in deciding
on business partners, it is important to make sure that both parties' business models are
complementary

Email Marketing
E-commerce Marketing:
E-commerce marketing is the process of driving sales by raising awareness about an online
store's brand such as Amazon, flip kart, snap deal and many other online product services,
product offering companies. Digital marketing for ecommerce applies traditional marketing
principles to a multichannel, data-driven environment.

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5
 E-commerce Marketing

Internet marketing is associated to various business models. It comprises of e-commerce

business model where goods and services are sold directly to consumers (B2C), businesses
(B2B) or from one consumer to other consumer (C2C).These business model are described
below. Studying collaborative research and the accessing of external sources of technology,
Hummel found that in deciding on business partners, it is important to make sure that both
parties' business models are complementary. For example, they found that it was important to
identify the value drivers of potential partners by analyzing their business models, and that it
is beneficial to find partner firms that understand key aspects of our own firm's business
model ,one being that it often depends on campaigns' abilities to invoke emotional responses,
rather than solely demonstrating value. Marketers with carefully designed World Wide Web
sites are already interacting computer to computer, with prospective customers or an
individual basis, much as ATM does in very primitive fashion
Business-to-customer (B2C):
Business-to-customer marketing refers to the tactics and best practices used to promote
products and services among consumers. B2C marketing differs from B2B marketing in a
number of key ways, one being that it often depends on campaigns' abilities to invoke
emotional responses, rather than solely demonstrating value.

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Business-to-Business Model:
B2B (business-to-business) marketing is marketing of products to businesses or other
organizations for use in production of goods, for use in general business operations (such as
office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.

Customer-to-customer Model
C2C, or customer-to-customer, or consumer-to-consumer, is a business model that facilitates
the transaction of products or services between customers. An example of C2C would be the
classifieds section of a newspaper, or an auction.

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 Chapter 2
REVIEW OF LITERATURE
This section aims at exploring detailed information on major domains of the dissertation topic
by reviewing past research, books and related articles. Modern studies and past theories
concerning these domains are presented.
Literature on online marketing:

Online services will drive marketing to the opposite end of the spectrum from “mass” marketing
to customized “one-to-one” marketing. Online marketers communicate instantly and directly
with the prospective customers and can provide instant fulfillment as well. Marketers with
carefully designed World Wide Web sites are already interacting computer to computer, with
prospective customers or an individual basis, much as ATM does in very primitive fashion.
Online one to one approaches while innovative and still glamorous in their pioneering aspects,
offer significant new challenges. The significant aspect is the access with the customers.
Communication and information technology development has encouraged the emergence of
new communication channels that have increased the options available to organizations for
building relationships with clients.

How important is Internet marketing to the success of an organization?

There are no exact answers for this question. It depends on the nature of one company
business line. There are many companies currently using the Internet as their main business
transaction such as Amazon,flipkart,snapdeal,Alibaba .However, companies such as UPM,
the world’s leading forest products producer only uses the Internet as a media to introduce the
company and its products to customers via its website.
Besides that, during the whole purchasing decision making process, customers not only use
the Internet in isolation to search for products but other media such as print, TV, direct mail
and outdoor as well. These media still play an extremely important role for the marketers to
communicate with customers, for example, direct or face – to – face marketing more or less
helps marketers build up the trust in customers and encourage them to purchase the products.
Therefore, it is better to use the Internet as part of a multi-channel marketing strategy which
“defines how different marketing channels should integrate and support each other in terms
of their proposition development and communication based on their relative merits for the

9
customer and the company.”

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According to research conducted by Nielsen, we know that 92% of consumers report that
“word-of-mouth and recommendations from people [they] know” are the leading influence
on their purchase behavior. Only 37% trust search engine ads, and just 24% trust online
banner ads. They trust their friends and family the most when looking for brand
recommendations.

It is important to understand the relationship between digital communication and traditional

communication in the old media; for example, TV, radio, newspapers, magazines and
billboard ads, the communication model was and is one-to-many compared to one-to-one or
many-to-many communication model in digital media like blogs, social networks, wikis and
other social media (Chaffey, 2003).

Foux (2006) suggests Social media is perceived by customers as a more trustworthy source
of information regarding products and services than communication generated by
organizations transmitted via the traditional elements of the promotion mix.

Johnson and Greco (2003) explain that desires and different hopes from different clients can
sometime require certain unique information and contact strategies. Communication channels
and strategies now differ broadly from the ones in former times or offline times.

Online marketing is today seen by many practitioners as the new arena for market
communication and on top of the list of users of the different mediums is Face book, Blogs,
Twitter, YouTube and LinkedIn (Steltzner, 2009).

Kaplan and Haenlein (2010) define social media as ―a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which facilitates the
creation and exchange of user-generated content. It consists of different Internet applications
such as blogs, social networking sites, content communities, collaborative projects, virtual
game worlds and social worlds. Russell S. Winer (2009) affirms that many companies today
are using some or all of the new media to develop targeted campaigns that reach specific
segments and engage their customers to a much greater extent than traditional media.

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Mangold&Faulds (2009) argue that marketing managers should comprise social media in
the communication mix when developing and executing their Integrated Marketing
Communication strategies and they presented the social media as a new hybrid element of
promotion mix.
Forbes Magazine reports retail is down and e-commerce is up. One clear example of the
power of e-commerce comes from Macy’s recent returns. Forbes reports the 154-year-old
retail chain saw online sales rise 40% in 2015 while same-stores sales grew just 5.3%. Maybe
you’re not a billion-dollar business like Macy’s, but the numbers don’t lie. Online sales are
overtaking retail sales. Safe to say e-commerce is trending upward more and more each year.
It’s not too late to jump onboard the e-commerce train.

The internet has become a mass media vehicle for consumer sponsored communication. It
now represents the number one source of media for customers at work and the number two
source of media at home. Customers are turning away from the traditional sources of
advertising: radio, television, magazines, and newspapers. Customers also consistently
demand more control over their media consumption. They require on-demand and immediate
access to information at their own convenience. Customers are turning more frequently to
various types of social media to conduct their information searches and to make their
purchasing decisions.
Nowadays, the concept of Internet marketing has expanded
and brought more opportunities for companies to approach their customers. In the past, the
Internet was only used as a tool to contact customers, part of direct marketing. Nowadays, the
Internet, particularly websites has been becoming a popular media for any firms to introduce
their products and services. The Internet is considered as an independent and effective
marketing tool. During eight years, from 2008 to 2015, the number of Internet users has
increased by 4 times from about 361 millions to more than 1, 46 billion
(http://www.internetworldstats.com/stats.htm ), in which, Asia, the continent with the biggest
population accounts for 39.5% of World Internet Users. Thus reaching such huge population
in a quick time efficiently online marketing media and online shopping organization had
proved themselves as a major source. Integrated Marketing Communication strategies and
they presented the social media as a new hybrid element of promotion mix. The internet has
become a mass media vehicle for consumer sponsored communication. It now represents the
number one source of media for customers at work and the number two source of media at

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home.. Thus reaching such huge population in a quick time efficiently online marketing
media and online shopping organization had proved themselves as a major source. Customers
are turning more frequently to various types of social media to conduct their information
searches and to make their purchasing decisions and the communication mix when
developing and executing their Integrated Marketing Communication strategies and they
presented the social media as a new hybrid element of promotion mix proved to effective way
to communicate with digital world.

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 CHAPTER 3

PROBLEM STATEMET
Problem Statement for small business owners
Small business owners should employ Internet marketing to compete successfully in a
business environment (Eida & El-Gohary, 2013). As of August 2011, 78% of U.S. adults and
use search engines to find information, 91% use e-mail, 71% use the Internet for buying
products, 64% use social networking sites, and 61% bank online (Zickuhr & Smith, 2012).
Businesses that are choosing not to leverage Internet marketing risk losing competitive
advantage since some consumers search for information and make purchases online. The
general business problem is that small business owners often face challenges with using
Internet marketing to promote products or services. The specific business problem is that
some small business owners lack knowledge on how to develop and implement an Internet
marketing strategy

3 problem of internet marketing and how to around

navigate them

1. Problem: The Security-Leary Consumer

I was scammed by a pair of teenagers shortly after I moved into a new
neighborhood. They said they were selling magazine subscriptions in order to get
money for their own business start-ups as a means to escape their current
conditions. Naively, I agreed to help them out and purchased three one-year
subscriptions. When four months passed and my magazines still hadn’t arrived, I
realized they never would. I tried calling the number on my receipt only to discover
that the company was non-existent. The following year when another young man
knocked on my door with the same story, I knew better and asked him to leave.
Lesson learned. Although my experience was minor in comparison, today cases of
identity theft and online scams are all too common; thereby making many individuals
hesitant to view the internet as a consumer landscape. Rather, these people look to

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the internet as a means to obtain information, while preferring to conduct their
business in a more traditional setting – such as a physical store or office.

and reassure new clients that safety precautions are available to make online
transactions secure. Educate your clients about ways they can protect themselves
as online consumers. For example, remind them that they should only enter their
personal information in a secure domain (a web address beginning with https:// as
opposed to https://). Always use secure and reliable web hosting providers instead of
low quality bargin hosting solutions. When your client sees that you care about their
identity protection and financial security, they will be more willing to conduct
business with you and utilize your online services.

2. Problem: The Competition

Like a beauty queen at a Miss America pageant, your company is constantly vying
for the judges’ attention – but in this case the judges are potential clients. For every
service you offer, chances are, there are thousands of companies that offer the
same in return. Why should a client choose company A, when they can go with
company B? Let’s face it, the internet is a hodgepodge of information and enterprise,
and every company wants to be the chosen one. If I am anything like the average
consumer, I perform a Google search for the service I need, glance at a website or
two and make a decision. Some people don’t even look a website. Instead they just
call the first business that pops up in the search results.

Solution: Learn how to capture a client’s attention.

Business possibilities on the internet are endless and if you want to succeed, you
must learn the art of capturing a client’s interest. This can be as simple as knowing
your target audience inside and out and marketing towards them specifically. If you
own a company that is selling all things newborn, don’t waste your marketing efforts
advertising with antique collector websites. It may sound logical, but have you sat
down and pinpointed which sites are directly related to the services you provide?
Choose websites which will maximize exposure to your core audience. You must
make strategic decisions when it comes to internet marketing to always stay one
step ahead of your competition. In the case of baby novelties, try PPC marketing

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campaigns on sites like thebump.com or babycentral.com. Once you have a clear
vision of who your client is, you can adjust your marketing efforts accordingly, and
are much more likely to attract valuable business.

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3. Problem: Instant Information

Try this: Go to news.google.com and pick a story. It can be anything. For example, I
just picked “Apple” under the “Top Stories” section and instantly had access to the
same stories that were written seven hours ago, and were still being updated to as
recent as 13 minutes ago. Interesting, right? Now ask yourself this: How often does
your company update its marketing efforts? With the level of competition among
online businesses, chances are some company somewhere that is in direct
competition with you, has updated their marketing information within the past thirty
minutes. This is a fundamental challenge for companies who want to stay on top of
their game, but cannot dedicate 100% of their resources to constantly updating
information.

Solution: Commit to your marketing efforts.

Try to dedicate one hour a week towards updating and re-assessing your internet
marketing goals. This ongoing dedication will ensure to all clients who visit your
website, that you are committed to providing them with accurate, up-to-date
information and that you are a competitor in today’s market. This can be as simple
as posting a new blog once a week, or updating your Twitter or Facebook status. By
being an active participant within the internet community, you will demonstrate that
you are well aware of all of the trends going on within your market, thereby, gaining
consumer confidence. A good content management system will help you to achieve
this goal.

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 CHAPTER 4
RATIONAL OF STUDY
Rationale of the study
Internet Marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. The current project on
innovative marketing strategies aims to understand the concept of online marketing; study as
to how much online marketing has penetrated in the market place; gain insights about
functioning of online marketing; study the benefits of online marketing for the businesses as
well as the customers and explore the future prospects of online marketing.
The report concludes that internet has opened up new avenues for reaching the consumer. It is
true that there is never a fixed way or strategy that a marketer can use to market its products
and services on the internet but it is still very much an arena where creative thinking can take
the company reach new heights. Thus we can say that marketing has not changed its shape. It
is the same, unpredictable, unusual and creative field that needs constant change and open
inputs that can work wonders for the company,study the benefits of online marketing for the
businesses as well as the customers and explore the future prospects of online marketing.

7 P'S Of ONLINE Marketing are presented below diagrammatically with description

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7 P'S Of Internet Marketing are as described below:-

1. Product:

Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse through.

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Technology allows the user to virtually touch and feel the product on the Internet - rotate it,
zoom in or zoom out and even visualize the product in different configurations and
combination. It will rather be on the uniqueness of the product. To be able to attract the
customers and retain them, the company will have to provide nouvelle and distinct products
that forces the net users to purchase and come back for more.

2. Price:

Price has been drastically changed over the Internet. It lets the buyer decides the price. Also it
gives the buyers information about multiple sellers selling the same product. It leads to best
possible deal for the buyers in terms of price. Pricing is dynamic over the Internet.Many
Internet marketing firms don’t provide Internet marketing pricing on their websites. At
Webpage, we believe our clients deserve a detailed listing of what our prices include. No
games. No hidden fees. Accurate pricing for our Internet marketing services based on years
of experience.Whether you’re looking for SEO, link building, or social media pricing, our
website offers Internet marketing pricing options in a range of plans to suit your specific
marketing approach. Internet marketing prices are intended to match your needs so that you
get what you pay for and maybe a little more.

3. Place:

Place revolves around setting up of a marketing channel to reach the customer. Internet
serves as a direct marketing channel that allows the producer to reach the customer directly.

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The elimination of the intermediate channel allows the producer to pass the reduced
distribution cost to the customer in the form of discounts.

4. Promotion:

Promotion is extremely necessary to entice the customer to its website, as there are currently
more than one billion web pages. Promoting a website includes both online and offline
strategies. Online strategies include search engine optimization, banner ads, multiple points
of entry, viral marketing, strategic partnership and affiliate marketing. Presently, the
cyberspace is already cluttered with thousands of sites probably selling similar products. The
report concludes that internet has opened up new avenues for reaching the consumer. It is true
that there is never a fixed way or strategy that a marketer can use to market its products and
services on the internet but it is still very much an arena where creative thinking can take the
company reach new heights

5. Presentation:

The presentation of the online business needs to have an easy to use navigation. The look and
the feel of the web site should be based on corporate logos and standards. About 80% of the

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people read only 20% of the web page. Therefore, the web page should not be cluttered with
a lot of information. Also, simple but powerful navigational aids on all web pages like search
engines make it easy for customer to find their way around.

6. Processes:

Customer supports needs to be integrated into the online web site. A sales service that will be
able to answer the questions of their customers fast and in a reliable manner is necessary. To
further enhance after sales service, customers must be able to find out about their order status
after the sale has been made.

7. Personalization:

Using the latest software it is possible to customize the entire web site for every single user,
without any additional costs. The mass customization allows the company to create web

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 pages products and services that suit the requirement of the user. A customized web page
does not only include the preferred layout of the customer but also a pre selection of goods
the customer may be interested in.

How can companies use this model?

Companies can use the 7Ps model to set objectives, conduct a SWOT analysis and undertake
competitive analysis. It's a practical framework to evaluate an existing business and work
through appropriate approaches whilst evaluating the mix element as shown below and ask
yourself the following questions:

• Products/Services: How can you develop your products or services?

• Prices/Fees: How can we change our pricing model?

• Place/Access: What new distribution options are there for customers to experience our
product, e.g. online, in-store, mobile etc.

• Promotion: How can we add to or substitute the combination within paid, owned and
earned media channels?

• Physical Evidence: How we reassure our customers, e.g. impressive buildings, well-
trained staff, great website?

• People: Who are our people and are there skills gaps?

• Partners: Are we seeking new partners and managing existing partners well?.

The 7Ps helps companies to review and define key issues that affect the marketing of its
products and services and is often now referred to as the 7Ps framework for the digital
marketing mix.

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 CHAPTER 5

RESEARCH AND METHODOLOGY

Online marketing refers to a set of powerful tools and methodologies used for promoting
products, business, brandfactory,household businesses and services through the Internet.
Online marketing includes a wider range of marketing elements than traditional business
marketing due to the extra channels and marketing mechanisms available on the Internet.

Online marketing can deliver benefits such as:

• Growth in potential
• Reduced expenses
• Elegant communications
• Better control
• Improved customer service
• Competitive advantage

Research problem

This study focuses on following problems

• Should companies integrate various marketing tools to communicate about its brand?

• How do consumers get awareness about different brands?

• How online marketing plays important role in companies’ marketing strategy?

• What are the reasons for growing popularity of online marketing among consumers?

• How is online marketing advantageous over traditional marketing?

• What are the loopholes in online marketing?

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 CHAPTER 6

Objectives to Online Marketing

Objectives to Online Marketing

It’s really interesting to talk with business owners about the reasons why they want to market
themselves online. When you know your market and whom you serve, it is easier to say
exactly the right things that draw them in. Do not skimp on your image almost everyone will
tell you that they want to grow sales. Few will tell you specifically how they will achieve it,
what success looks like and what the metrics is that set the boundaries. Certainly, we are
biased that content is a tool for achieving success, but when you take a step back, it is
important to view the big picture so that you can plan and execute with intentionality.

Online marketing has following core objectives:

1. Establish a Presence

2. Build Visibility

3. Generate Sales

4. Increase Revenue

5. Build A Brand

6. Improve Local SEO

Establish a Presence

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Remember the old adage, “You only get one chance to make the first impression?”There is
more truth in this than many realize. When building a website or a landing page or your Face
book page, consider the fact that your presence online might be the very first impression that
people have of you. How much more then do you want that impression to be the best? From a
content perspective, the words on the page really have to say something.
Visibility

A great presence doesn’t make you visible. People need to know that you are out there. This
often gets neglected. In talking with our friends at EBWAY, we learned that their number one
complaint from their clients is that their website doesn’t do anything. We have heard similar
stories from Matt Weeden MWDWeb and Rob Riggs at YDO.

It is work to get in front of folks. Blogging is a great example. The more blog posts you write
the more indexed pages that Google creates. This really makes you visible. Also, do not
neglect SEO. Yes, it takes a while, but it pays off in building your brand. It’s a must have.
Many people are still trying to figure out how to use Social Media, and the bottom line is that
you simply have to roll up your sleeves and commit.

Sales

Revenue must be there, right? It is amazing how many people do not enter into online
marketing with a plan for growing sales from their efforts. Even establishing goals would be
helpful. Once you set your basic objectives, you can develop a solid plan that includes critical
milestones, the timeframes associated with those milestones and how you plan on achieving it
all. This will help control your spend and allow you to throttle up or down your online
marketing efforts.The Internet is a great tool for building that trust, because it has a wide
reach and allows you to directly connect with individuals. Social media is particularly useful
when building a brand, because it allows companies to create and post with a more personal
feel.

Increase Revenues

The primary goal of any marketing strategy is ultimately to increase revenue, and Internet
marketing is no exception. Thankfully, the Internet provides plenty of opportunities for every
business to improve their bottom line.

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 CHAPTER 7
RESEARCH DESIGN
EXPLORATORY RESEARCH DESIGN
Exploratory research study is also termed as formative research studies. The main purpose of
such study is that of formulating a problem for more precise investigation orof developing a
working hypothesis from an operational point of view. The major emphasis of such studies is
of the developing of discovery of idea and insight.

SAMPLE DESIGN
A Sample Design is a definite plan for obtaining a sample from a given population. It
Refers to the technique to the procedure adopted in selecting items for the sampling designs
are as below:
Types of research study (pending)

SAMPLE SIZE:
The substantial portions of the target customer that are sampled to achieve reliable
result are 100.
Universe
Online Shoppersof India

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SAMPLING METHOD:
• Non-probability sampling method : Convience Sampling
SAMPLE TECHNIQUE:
• Percentage analysis

• Tabulation

• Graphical

• Average mean

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 Chapter 8

RESEARCH STUDY
TYPES OF RESEARCH STUDY

The 8 Types of Market Research

Market research can help you solve problems and reduce the risk of making
important business decisions. Discover the 8 types of market research you can
conduct to identify and solve any business challenges.

Brand Research

What it is
Brand research helps with creating and managing a company’s brand, or identity. A
company’s brand is the images, narratives, and characteristics people associate with
it.

When to use it
Brand research can be used at every stage in a business’s lifecycle, from creation to
new product launches and re-branding. There are at least seven types of brand
research:

• Brand advocacy. How many of your customers are willing to recommend your
brand?

• Brand awareness. Does your target market know who you are and consider you a
serious option?
• Brand loyalty. Are you retaining customers?

• Brand penetration. What is the proportion of your target market using your brand?

• Brand perception. What do people think of as your company’s identity or

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differentiating qualities?

Customer Segmentation Research

What it is
Customer segmentation studies aim to divide markets or customers into smaller
groups or personas with similar characteristics to enable targeted marketing. By
understanding how people in each category behave, you can understand how each
influences revenue.

When to use it
As soon as you’re ready to start giving customers individualized experiences. Not
every customer in your target market is the same. The more you understand each
specific persona, the easier it is to focus on delivering personalized marketing, build
loyal relations, price products effectively, and forecast how new products are
services will perform in each segment.

How it’s done

Market researchers use four characteristics to segment customers.

• Demographics. Demographic information such as age, gender, family status,

education, household income, occupation and so on.

• Geography. Where people live, from cities and countries to whether they are city
dwellers or suburbanites.

• Psychographics. Socioeconomic status, class, lifestyle, personality traits,

generation, interests, hobbies, etc.

• Behavior. Brand affinity, consumption and shopping habits, spending, etc.

A researcher will identify your current customers and collect data about them through
various market research methods, such as surveys, database research, website
analytics, interviews, and focus groups. The aim is to gather as much information as
possible.

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7

Product Development

What it is
Market research for product development involves using customer knowledge to
inform the entire process of creating or improving a product, service, or app, and
bringing it to market.

When to use it
Innovation is hard work. A quick Google will tell you that 80 – 95% of new products
fail every year. Conducting market research for product and app development helps
minimize the risk of a new product or change going bust as it enters the market.
There are four stages where you can use market research:

• Conception. The moment you’re thinking about adding something new, market
research can find market opportunities and provide insights into customer challenges
or their jobs-to-be-done, so you can find a way to fill the gap.

• Formation. Once you have an idea, market researchers can help you turn it into a
concept that can be tested. You can learn more about strategizing pricing, testing
advertising and packaging, value proposition, and so on.

• Introduction. Market research can help you gauge attitudes towards the product
once it’s in the market and adapt your messaging as it rolls out.

• Keep making the product better or find opportunities to introduce it to new markets.

How it’s done

Product development research will utilize different market research methods,
depending on the goal of the research. A researcher could present focus groups with
product concepts and listen to their opinions, conduct interviews to learn more about
their pain points or perform user testing to see how they interact with an app or
website.

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8

Usability Testing

What it is
Usability testing is concerned with understanding how customers use your products
in real time. It can involve physical products, like a new blender, or digital products
like a website or app.

When to use it
Usability testing is helpful when you need to detect problems or bugs in early
prototypes or beta versions before launching them. It typically costs far less to test a
product or service beforehand than to pull a flawed product off the shelves or lose
sales because of poor functionality.

How it’s done

There are several types of usability tests, which vary based on whether you’re
testing a physical or digital product.

• Journey testing involves observing the customer experience on an app or website

and monitoring how they perform. This type of study can be done online.

• Eye tracking studies monitor where people’s eyes are drawn. Generally, they are
conducted on websites and apps, but can also be done in stores to analyze where
people look while shopping.

• Learnability studies quantify the learning curve over time to see which problems
people encounter after repeating the same task.

• Click tracking follows users’ activity on websites to evaluate the linking structure of
a website.

• Checklist testing involves giving users tasks to perform and recording or asking
them to review their experience.

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 CHAPTER 9
DATA COLLECTION
DATA COLLECTION
The study was conducted by the means of personal interview with respondents and the
Information given by them were directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.

There are two types of data, this are-

• Primary Data

• Secondary data

COLLECTION TECHNIQUE:

• Primary Data

Questionnaire method

• Secondary Data

• Books

• Journal

• Website

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 CHAPTER 10

Data Analysis
Tools Use For Data Analysis Of Online Marketing
With the increasing internet literacy, the prospect of online marketing is increasing in
India.Theconsumers indulging in online shopping consider many factors. If companies
analyze the factors affecting consumer behavior towards online shopping and the
relationships between these factors and the type of online buyers, then they can devise
effective marketing strategies to convert potential customers into active ones, while retaining
existing online customers. This project is a part of study, and focuses on factors which online
Indian buyers keep in mind while shopping online.

This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing. With the increasing internet literacy, the prospect of online marketing is
increasing in India. The consumers indulging in online shopping consider many factors. If
companies analyze the factors affecting consumer behavior towards online shopping and the
relationships between these factors and the type of online buyers, then they can devise
effective marketing strategies to convert potential customers into active ones, while retaining
existing online customers. This project is a part of study, and focuses on factors which online
Indian buyers keep in mind while shopping online.
This research found that information, perceived usefulness, ease of use; perceived enjoyment
and security/privacy are the five dominant factors which influence consumer perceptions of
online purchasing.
The two perspectives that seek application of its knowledge are micro and societal
Perspectives. The micro perspectives involve understanding consumer for the purpose of
helping afirm or organization to achieve its objectives. The people involved in this field try to
understand consumers in order to be more effective at their tasks. Whereas the societal or
macro perspective applies knowledge of consumers to aggregate- level faced by mass soar
society as a whole. The behavior of consumer has significant influence on the quality and
level of the standard of living.

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Factor Influencing Online Shopping Behavior:
There are a lot of researches about online shopping. Most studies intended to investigate
factors affecting consumers' purchasing behavior on the Web. Swaminathan,Lepkowska-
White, and Rao (2014) referred vendor characteristics, security of transactions, content for
privacy, and customer characteristics as factors influencing electronic exchange.
Wolfinbarger and Gilly suggested that consumers purchase and shop online with both
reasons: goal-oriented and experience-oriented. According to Miyazaki and Fernandez
(2015), perceived risk affected consumer online purchasing behavior negatively. They also
found that Internet experience is negatively related to the existence of concerns regarding the
privacy and security of online purchase and the perceived risks of conducting online
purchases. Donthu and Garcia (2015) proposed that risk aversion, innovativeness, brand
consciousness, price consciousness, importance of convenience, variety-seeking propensity,
impulsiveness, attitude toward adverting, attitude toward shopping, and attitude toward direct

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 CHAPTER 11
Data Analysis And Interpretation
DATA ANALYSIS AND INTERPRETATION
1. Last time made a purchase over the internet.The study was conducted by the means of
personal interview with respondents and the information given by them were directly
recorded on questionnaire.For the purpose of analyzing the data it is necessary to collect the
vital information.

Interpretation
According to survey Last time made a purchase over the internet

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9 respondent says that

last week,17 says last 15days,34says last month and 40 says last year. Items have
youpurchase on the internet.The study was conducted by the means of personal
interview with respondents and the information given by them were directly
recorded on questionnaire. For the purpose of analyzing the data it is necessary to
collect the vital information.

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Interpretation
According to survey 80% respondent has purchased ticket while 8% preferred clothing. Other
like Books 10%, Video games 25%, electronic equipment18%Computer& software12% and
music 20%.

3. Mode of payment

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Interpretation
According to survey 27 respondents make payment through Credit cards, 10 Debit cards, 8
Online Bank transfer and 55 online cash payment out of 100.

Factor affecting online shopping:

4. Information about product and Services

Average Score of respondent = (10*1+16*2+3*18+4*24+5*32)/100=352/100=3.52

Interpretation
According to all score, it can be interpreted that information about product and service is a
Important factor while using online shopping.

5. Time saving

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50
Average Score of respondent = 350/100 =3.50(same as early calculate)

Interpretation
According to this score, it can be interpreted that time saving can be consider as an important
factor while using online shopping. The study was conducted by the means of personal
interview with respondents and the
Information given by them was directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information.
6. Convenience

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Interpretation
BumAccording to this score, it can be interpreted that convenience in online shopping is an
importantfactor.The study was conducted by the means of personal interview with
respondents and the information given by them were directly recorded on questionnaire.For
the purpose of analyzing the data it is necessary to collect the vital information.

6. Delivery time and mode of payment

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Interpretation
According to this score, it can be interpreted that Delivery time And mode of payment in
online shopping is an important factor

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 CHAPTER 12
FINDING AND DISCUSSION

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56
 Presentation of the Findings and discussion
The main research question that guided the study was as follows: How can small business
owners develop and implement a successful Internet marketing strategy? I used semi-
structured interviews to gain an understanding of how small business owners developed
and implemented an Internet marketing strategy. In addition to semi-structured interviews,
I reviewed companies’ online marketing presence such as social media pages, company
website and search engine rankings. I also evaluated their online marketing materials such
as ads and email templates as well as web analytics. I scheduled the 62 interviews in
participants’ places of business in a private meeting room. Interviews lasted approximately
60 minutes. Following the compilation and analysis of data collected through semi-
structured interviews and a review of company documents, five themes emerged. The five
main themes encompassed, (a) unstructured planning, (b) limited Internet marketing
knowledge and expertise, (c) use of Internet marketing channels and tools, (d) lack of
systematic approach to the management of Internet marketing, and (e) inadequate
measurement of Internet marketing efforts. I will provide an overview of each case before
describing the five themes. Each small business evaluated in this study operated in a
different industry, had varied Internet marketing goals, and possessed distinct resources.
The case overviews include description of the business, owner’s experience, target
audience, Internet marketing goal, marketing budget, channel mix, management of online
marketing, Internet marketing tools, and Internet marketing performance. The conceptual
framework of this research project was RBV. RBV helps to understand how firms leverage
their investments in online marketing to develop capabilities that are valued, rare,
inimitable and non-substitutable (Barney, 1991). Internet marketing capabilities and
resources can provide a competitive advantage to the firm and positively influence the
firm’s performance. I will discuss the findings as they relate to the conceptual framework
and the presentation of the emergent themes.

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CHAPTER 13

CONCLUSION

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59
 CONCLUSION

• The most preferred product of online buying is travelling tickets and clothing remains
the least preferred choice of online shoppers.

• Among the payment options, Payment on delivery through cash in the safest choice of
payment, while credit card are next preferred choice, online bank transfer is least
preference choice.

• Online shoppers seek for clear information about product and service, timesaving,
convenience, security and delivery on time are all important factor for online
shopping. The offers with punch lines “Attractive offers” do not attract online
shoppers.

• Most of the consumers who have experienced online shopping are very satisfied.

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 CHAPTER 16
REFFERENCE

REFFERENCE
A) BIBLIOGRAPHY:

➢ Book: The Art of Digital Marketing by IAN DODSON

➢ Book: Digital Marketing by VANDANA AHUJA

➢ WILLIAM G. ZIKMUND,(Business research method) , published by THOMSON,

SOUTH WESTERN, 2006 , 5TH EDITION.

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 ➢ S.A. CHUNAWALA , (Foundation of advertising), Himalaya publishing house , 2008

7th edition

➢ The Michael Jordan phenomena, journal of advertising research. Indian streams

research journal- Dr. G.l.pedhiwal.

B) WEBLIOGRAPHY

www.wikipedia.com

www.techopedia.com,

www.webopedia.com

www.flipkart .com

www.facebook.com

www.snapdeal.com

www.naaptol.com

www.limeroad.com

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