Lumen

Project Report
On
“Digital Media Marketing.”
Supervised By
Ms. Julia Parvin

Assistant Professor
Department of Marketing
Faculty of Business Studies
Premier University Chittagong.
Submitted By
Sufi Md. Saif Uddin

ID:
2004220302158
Major: Marketing
Program: MBA Batch: 42th
Premier University
Date Of Submission
5th November, 2022
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LETTER OF TRANSMITTAL
Date – 5th November, 2022
To
Ms. Julia Parvin
Assistant Professor
Department of Marketing
Department of Business Administration
Premier University, Chittagong.
Subject: Submission of the Project report on ―Digital Media Marketing.‖
Dear Madam,
With due respect, this is to inform you that, in accordance to your
advice I have prepared this
project report on ―Digital Media Marketing.‖ I am grateful to Madam for giving me this nice
opportunity to work on this report. I have tried myself to explain my learning and experience.
I sincerely hope that you will accept the project report and also hope that my work will come up
to the level of your expectations. Although I have tried my best, certain mistakes and
inconveniences may reside and for this I seek pardon and hope the department will accept my
apologies.
Sincerely,
……………………………………..
Sufi Mohammad Saif Uddin
ID: 2004220302158
Program: MBA, Batch: 42th
Marketing Department
Faculty of
Business Administration
Premier University.
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Acknowledgement
It is really a matter of pleasure for me to get an opportunity to thank all the Persons who
contributed directly or indirectly for the successful completion of the project report, ―DIGITAL
MARKETING‖.
First of all I would like to thank the almighty Allah that I am enabling enough to do project
report. I am great deal of gratitude to my supervisor Ms. Julia Parvin, Assistant Professor,
Marketing department, Premier University, Chittagong. Mam offered me constant guidance and
many insightful and constructive observations throughout the study. Basically, her support,
encouragement and availability to discuss ideas and problems have contributed much in
completing this study. Mam always kept me on task and pointing out me back to my research
objectives. Her advice drives me to enrich the report with information.
Finally, I would like to add few more words saying that this report is prepared by novice and
naturally there could be unwilling errors and omissions which are extremely belonging to me.
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Chapter Content Page
1 OVERVIEW OF DIGITAL MARKETING 5
2 INTRODUCTION 9
3 DIFFERENT WAYS TO MARKET BUSINESS 12

ONLINE
4 SEARCH ENGINE OPTIMIZATION 16
5 SOCIAL MEDIA MARKETING 16
6 EMAIL MARKETING 18
7 ONLINE ADVERTISING 19
8 AFFILIATE MARKETING 22
9 WEBSITE 22
10 ONLINE PR 23
11 THE FUTURE OF INTETRNET MARKETING 24
12 OPPORTUNITY FOR CONSUMER & ALSO 26

FOR BUSINESS RIVALS
13 LIST OF ONLINE E-COMMERCE SHOPPING 29

SITES
14 SURVEY AND OPENION 46
15 RESEARCH METHODOLOGY 53
16 DATA ANALYSIS AND INTERPRETATION 54
17 LEARNING POINTS 66
18 CONCLUSION 68
19 REFERENCES 69
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OVERVIEW
Online marketing or Internet advertising is a form of marketing and advertising which uses the
Internet to deliver promotional marketing messages to consumers. It includes email marketing,
search engine marketing (SEM), social media marketing, many types of display advertising
(including web banner advertising), and mobile advertising. Like other advertising media, online
advertising frequently involves both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the advertisements to be displayed on the publisher's
content. Other potential participants include advertising agencies who help generate and place
the ad copy, an ad server which technologically delivers the ad and tracks statistics, and
advertising affiliates who do in- dependent promotional work for the advertiser.
In 2011, Internet advertising revenues in the United States surpassed those of cable television
and nearly exceeded those of broadcast television. In 2013, Internet advertising revenues in the
United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.
U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over
the same period in 2012. Online advertising is widely used across virtually all industry sectors.
Internet user on the basis of development of countries………
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Internet users in the world by geographic region
Asia 1076.7
Europe 518.5
North America 273.8
Latin American/Caribbean 254.9
Africa 167.3
Middle East 90
Oceania/ Australia 24.3
200 400 600 800 1000 1200
Millions of users
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On the basis of top country……………
While online shopping we use multiple tools to reach or find desirable products.
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Factors that influences consumer to buy online and why they prefer this ………. .
1. Time saving – Via online we have to access through internet and choose
whatever, I want & like to purchase.
2. Less taxes – in online shopping in absence of intermediate price differ less and
also taxes.
3. Easy to compare prices – Via online shops we have freedom to compare each
product and easily differentiates.
4. Freedom to choose international product – By internet be reach at global market
and able to buy international products.
5. No crowd – We face no crowed even millions of consumer are buying.
6. More variety – we get more variety through online shopping in comparison
with local market.
7. Spend less on fright – there is no need to go and spend money on travelling.
8. Fewer prices – as we know that there‗s direct selling through company to cus-
tomer.
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INTRODUCTION
Online Marketing, also known as digital marketing, web marketing, internet marketing, 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.
Even before the Internet there were many different ways to advertise, in different media such as
radio, TV, newspapers, magazines, as well as via telemarketing or pamphlets. Usually the goal
was to get a company- and/or product name, a statement etc. communicated to as many people as
possible for the smallest price possible.
When the Internet arose, a number of search options became available. Companies had the
option to advertise themselves on a larger scale. Due to advertising perception at the time, many
businesses were assumed to have great value, and thus traded on the stock exchange at
extraordinary high rates. This collapsed in 2001 at what is commonly known as the dot-com
bubble.
After the dotcom collapse, the Internet was almost disregarded because of many failing website-
based businesses that had expectations to the market and assumptions about consumers.
However, both consumers and companies continued exploring online options. Soon more
substantial business models emerged; search advertising1 and e-commerce were the new
possibilities. Enhancements in targeting advertising, and understanding how websites maintain
visitors, became relevant. Researching consumer‗s behavior and buying patterns online began to
interest scholars.
Due to the technologies available today, as well as broadband implementations in most homes,
advertisers are able to make massive leaps and create global campaigns (become globalized in
just a few minutes). Leaps that will be more obvious as a new generation of professionals take
control.
―(...) are likely to continue as marketing and advertising are increasingly peopled with
individuals for whom the internet, eBay, Amazon, Google, and YouTube were always there and
which played some role in forming their worldviews, just as television, film, radio, and print did
for prior generations. (Rappaport 2007)
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So, let us face the facts: The Internet is no longer a medium of ―new economy‖, and ―E-
business‖ as a term has rather been rendered obsolete. The Internet is used in any and all
industries, as a branding and marketing tool, as an internal communication tool, and as the start
of most business transactions. Today companies use the Internet as one of the most powerful
tools in a big number of ways. The Internet has unlocked a large number of search options and
new ways of highlighting the important aspects of any item. Thus marketing has been redefined
via the Internet, and given even small businesses a chance to promote and brand their products
on a larger scale. The Internet has there- fore experienced enormous growth in online
advertising, since its inception in the early 1990‗ies. It is still however executed in the usual one-
way-communication, as it has always been done. Success stories in advertising are easy to find:
Amazon is using their Customers to market products to others via the other buyers, who looked
at this, also looked at this‖. Coca Cola are storytelling via the Internet, MasterCard use humorous
clips, and through that viral marketing. But are all companies aware of the possibilities, and do
they use them?
We live in a world of connectivity; the number of mobiles phone subscriptions in Denmark
outnumbers the number of inhabitants. The number of text messages increases year-by- year,
email and instant messenger programs set records each year. All of which points out that people
are in need of being in contact with others. When the Internet connects people across oceans and
continents, dating services, networking pages and blogs, forums and chat rooms are increasing
every minute, are the companies aware of the consumers need to be connected and be part of a
dialogue?
Are companies adopting the interaction approach to their advertising concepts?
Getting the user to feel like part of the company will create not only happy customers, but
ambassadors, that will promote the company and its products even further. Most people do not
leave their home without their mobile phone, they are scared to miss anything, and want people
to be able to reach them for an opinion. Customers are jumping on the chance to be heard in
large audiences.
Skill level
The topics in this guide are suitable for anyone who has basic PC knowledge.
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Terminology
Term Explanation
Opt-in Opt-in is a term used to describe a way of getting details from a potential
customer to subscribe to a particular service. They decide they want to
get details you offer so they Opt-in. For example, sign up to a newsletter.
Inbound Marketing You attract customer to you rather than broadcasting your message.
You promote your products and services directly to potential cus-
Outbound Marketing tomers. For example, advertising is outbound marketing.
Call to action On your website a call to action is something that requests a visitor to do
something. For example- ‗Subscribe Now is a call to action.
Inbound versus Outbound Marketing

Outbound marketing was typically the traditional approach to market your business and this was
known as interruption based marketing. This is where you broadcast your message through
advertising and other mediums and try to grab the attention of the user. When consumers are
bombarded with on average 3,000 messages a day you can understand why this form of
marketing is becoming increasingly difficult. It certainly still works in some cases (for example,
it can be very effective with Google advertising) but there are now other ways that can be more
effective.
Inbound marketing is where you provide something of value that attracts your customer to come
to you. When you attract that customer you try to build a relationship. After you build the
relationship you develop trust and this then allows you to sell your product or service to them.
This form of marketing although difficult to grasp is becoming increasingly effective.
A permission based approach such as this can also produce much better results because:
a. When you build a relationship within any client online or offline your chances of a sale
increase significantly. When you go into a sales meeting and fail to build rapport with
the potential customer it is difficult to get the sale. Online is now becoming very
similar.
b.It‗s generally more cost effective. It does involve more of your time but there is less
expense.
c. Performance/return is relatively easy to track so you can adjust to get better results
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Different Ways to Market your Business Online
This guide gives an overview of the different means to market your business online. It‗s not a
case of using everything in this guide for your business as you don‗t have an end less amount of
time and budget but this guide will help you to identify the areas that can be effective for your
business.
The following diagram gives an overview of the type of areas we are talking about.
Before deciding which methods of online marketing tools you are going to use you need to
allocate time for the following:
• Research – The initial research is to figure out what other people are doing and what is
working or not working. You will not necessarily copy other people but you may take
some guidance when coming up with your unique plan.
• Strategy – You need to define a clear effective strategy. It‗s very easy to waste time
and money on internet marketing, a clear strategy will help with this. How are you
going to attract potential customers, how are you going to engage them, how are you
going to keep in touch with them and how are you going to convert them.
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• Branding – Branding is becoming increasingly important in the online world. What
message are you giving out online? Are you an approachable company? Is your infor-
mation clear and compelling? What‗s unique about your offering? Branding
consistency is extremely important in how you communicate, what you communicate
and how it looks. For example, always ensure the tools you use online to communicate
with your customers have the same look and feel as your website wherever possible.
• Content – You need to have a clear content strategy. What content are you going to
provide that will add value, what will be of interest to potential customers.
The following gives a breakdown of the key forms of Internet Marketing as outlined
above.
Type Explanation
Search This is process used to optimize your website so that it appears

Engine Op- more in Google searches. For more information, see Search
itemization engine optimization on page 10.
(SEO)
Social media marketing is marketing yourself through

Social conversation and engagement with your potential customers.
For example, using Facebook, Twitter, LinkedIn, and so on.
media
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E-mail E-mail marketing is marketing yourself through delivery of e-
marketing mails to current and potential clients. This could be in the form
of signatures on the e-mails (showing your Facebook
address
etc.), newsletters, mailing lists and much more.
Online
Advertising There are many forms of online advertising. Although
advertising through the likes of newspapers is not that effective,
targeted advertising online can be very effective. For example,
if you searching to buy a Canon camera and ad is directly
relevant to this then you don‗t view this as a bad thing. The
advertisement is directly related to what you are you looking
for.
Affiliate marketing Affiliate marketing is where you get third party companies to promote
your company with a commission paid for a lead or sale.
Your website is key internet marketing tool used to promote your

Website business online.
PR can be a very effective tool for promoting your business and there are
Online PR many ways of doing this online.
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Internet Marketing Questions Answered
What’s the difference between Internet Marketing and Digital Marketing?

There is no difference!
Why should I consider marketing on the Internet?

As more and more people spend time on line they are spending less time with traditional media
such as newspapers, TV, and so on. So it‗s becoming increasingly difficult to target your
audience using traditional channels. Internet Marketing is typically cheaper and a more effective
method of targeting your potential customers. Advertising online as op- posed to offline is also
easier to track to see its effectiveness.
What is viral marketing?

Viral marketing is where you communicate a message to someone and they share out this
message to their personal and business networks, who in turn share it out to their networks, and
so on. The more people that share and pass on your message the more chance your message has
of becoming viral. There are various techniques that can be used to get this message shared out.
What is social media all about?

People are joining social networks such as Facebook. They are now starting to use these social
networks more and more to find out recommendations about products and services from their
friends, sharing out information about their trips and experiences, and promote companies they
really like. Tapping into this can be very powerful.
What is a smart phone?

A smart phone is a phone that contains more than just call receiving and answering func-
tionality. It would typically have an internet browser which allows you to get access to websites.
Increasingly people have smart phones such as an iPhone and this means you will need to make
sure that your website works on these types of devices.
Where is it all going?

This is very difficult to know because online is moving at such a fast pace, however, one thing
for sure is that the traditional methods of broadcasting your advertising message to a consumer is
going to continue to have difficulty. That‗s why newspapers and TV will have to change their
revenue models because their advertising revenue will continue to decline. A lot of social media
is about networking online and this will certainly increase. The tools will change but people
networking online will continue to grow.
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Do I have to spend lots of time online sending messages through Twitter, updating my
Facebook page, writing blogs, etc.?
It is true that although a lot of the tools you use online are free you still have to invest time in
engaging and communicating with your customers and potential customers.
Search Engine Optimisation

Search engines such as Google and Bing (Microsoft‗s competing search engine to Google) index
content and try to display the most relevant information to users when they per- form a search.
The search engine optimization process is about ensuring that the search engines give priority to
your web pages over other competing pages and there are many techniques for doing this.
For more in-depth information on Search Engine Optimization and how to apply it to your
website, see the ―Search Engine Optimization (SEO)‖ training guide which is part of this series
of guides.
On Page Optimization On page optimization is the process of optimizing the content within the
web page to ensure that Google indexes it according to how you want to be indexed. Google
goes through your page to see what you have outlined what this page is about and then it
goes
through all the content to figure out if it agrees with this. It‗s important for Google to index
content in a way that makes the most sense.
For example, if you had a restaurant in Dublin and you wanted it to appear high on rankings
within Google when someone typed in restaurant Dublin‗ then you would optimize at least one
page on these keywords. This means the name of the optimized page would contain the words
‗restaurant Dublin‗, the title of the post could include this and any details displayed could
display information related to restaurants around Dublin.
Off page optimization when somebody links to your website, that is like someone giving you a
vote for an election. The more relevant votes you get the better. So Google checks to see who is
linking to you and what words they are using to link to you. You need to get important web
pages to link to you using the keywords you want to get indexed on. It is much better to get 10
links from 10 important and relevant websites (e.g. getting a link from Failte Ireland would be an
important and relevant link) rather than links from 1,000 poor quality sites.
Social Media
Social media is very simple. It‗s really about people networking online and how you
communicate with people online. People are networking online with a range of different tools
such as LinkedIn, Facebook, and Twitter. As people spend more time on social networks they
are starting to recommend products and services, share out information on their holidays, trips,
products purchased and much more. There are many ways of taking advantage of this and
generating sales.
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For more detailed information on Social Media and the many tools you can use, see the range of
social media training guides that are part of this series of guides. A full list can be found in the
section ―Related Guides in the Series‖ at the end of this guide.
Twitter
Twitter is the answer to the question ‗what are you doing now‗. It allows you to create a text like
message of up to 140 characters through a PC or on your phone and send it to your followers. It‗s
a mix of business and social. You could be at home communicating what you are doing or in
work.
It can be a very useful tool to market your message to a lot of people at the same time very
quickly. It can also be used to find out if people are actively looking for your services. For
example, recently I searched for ‗recommend restaurant dublin‗ and within 1 hour of me
submitting this somebody was looking for a restaurant in Dublin. So it can be very useful,
however, until you master the tool it can be very time consuming to use.
LinkedIn
LinkedIn is a business networking tool with over 150 million users worldwide and over 66% of
them are considered influencers or decision makers. You create your personal profile (similar to
a CV) on the site and then network with other people. One big advantage with LinkedIn is that
when you connect with someone through the site they become part of your network and you are
made aware of who is in their network.
Facebook
Facebook is a social network with over 800 million users and is ideal for companies in the
tourism industry to promote their business. You can create a personal profile to connect with
your friends and a business page to connect with your customers. By marketing through your
business page you can communicate directly to your fans of that page.
Google+
Google+ is a business social network developed by Google. It‗s relatively new but it‗s
growing quite fast. You can have a personal and a business profile similar to Facebook but at the
moment
its ‗more suitable for business networking.
Blogging A blog is basically a set of online articles normally displayed through your web-
site.
When you write an article you want people to read this content and share it out. If this doesn‗t
happen it can still be very advantageous to keep a blog because it gives Google extra pages to
index. Every time you create a new post that‗s fresh content for Google to index so it really likes
blogs.
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Social Bookmarking
A bookmark is a way of keeping track of sites you went to before that you might want to go back
to. Social bookmarking allows you to share out the information on the sites you have
bookmarked to your friends and of course they can do the same.
Podcasting A podcast is a series of files, in either an audio and/or video format that can be
downloaded and listened to or viewed at a later stage. For example, a radio station could produce
a podcast of a show they run so that people that missed the show can come to their website and
download it to listen to it at their leisure.
Video
There are many online video sites that can be used to market your business. Video can be a very
effective tool and as Google really likes video it is more likely to appear in search results.
YouTube is the biggest video sharing site and is also one of the biggest search engines as so
many people search for content through YouTube.
Alerting Applications
There are applications available on the web that allow you to monitor what people are saying on
the internet about your product, service or even your competitors. It‗s important to Listen to
these conversations and join in if it‗s useful. For example, Google have a free alerting
application called Google Alerts (www.google.ie/alerts). With this application you can enter in
what you want to be alerted about and each day Google will e-mail you with details of where on
the Internet somebody mentioned these phrases. For example, if you want to be alerted if your
hotel name was mentioned on the Internet you could create an alert for the hotel name. When
your name is mentioned Google will send you an e-mail with a link to a web page to where your
hotel name was mentioned.
E-mail marketing
Although there is a lot of talk about social media, e-mail is still the primary form of online
communication for a lot of people. This may change in years to come as social media be-
comes
more important but at the moment e-mail marketing is still quite effective at keeping in touch.
For items such as newsletters there are many cost effective tools available that will help manage
this process and most of these tools will allow you to customize the look of the newsletter so that
it is consistent with your brand. For example, Mail Chimp allows you to fully customize the
look
and feel of the newsletter. It also lets you monitor statistics such as who is opening your
newsletter, who deleted it, who clicked on a link and went to your website.
This is extremely important information to monitor as you want to continuously tweak your
newsletter to make it more effective. If you find that people are more engaged with any
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particular type of information you provide then P a g e a lot more of it.
Your newsletters should have the following characteristics
• Branding consistency – Make sure it follows your branding guidelines.
• Clear call to action – When you send out a newsletter you want people to take action.
For example, if you have any special deal make sure you have a clearly visible way of
a potential customer availing of this offer (e.g. Book Now!)
• Clean design – They say that people make a judgment on design in less than 1/20th of a
second. If your newsletter doesn‗t look professional you are facing a real up hill battle.
• Relevant, short, interesting – Be considerate of the time pressures that people are un-
der. Keep the information relevant and short with very interesting catchy titles. If they
want to read more information, give them the option but don‗t provide too much
content up front. They don‗t have time to read everything so they will skim through the
content and pick out what is relevant to them. How many people read your entire
newsletter? Very, very few.
• Regular – People like consistency to what you do, so if you decide that you are going
to send a newsletter every month make sure you deliver it every month like clockwork.
Do not automatically subscribe anybody to a newsletter. This should be an Opt-In ‗process

where people decide they want to see your content and opt-in to receive it. It is just annoying for
a person to be put on a newsletter they didn‗t subscribe to and if they consider this as spam
(unwanted online communication) they can report you.
There are other forms of e-mail communication such as people just signing up to a mailing list,
however, the guidelines for a newsletter still apply.
For more in-depth information on Email Marketing and the many tools and techniques you can
use in an effective email marketing campaign, see the Email Marketing‖ training guide which is
part of this series of guides.
Online Advertising
Although permission based marketing (e.g. social media) is growing and advertisements are not
as appealing as they were, targeted online advertising can still be very effective. The following
gives an outline of some of the most popular ways of advertising your products online.
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Google AdWords
When you do a search on Google you generally see advertisements to the right hand side of the
search and sponsored advertisements across the top.
Companies are paying for these advertisements based on a cost per click or cost per impression.
• Cost per click — this means that you pay when somebody clicks on the advertisement
but you don‗t pay for it to be displayed.
• Cost per impression — this means you pay an amount every time the advertisement is
displayed 1,000 times irrespective of whether someone clicks on the advertisement or
not.
When you create an advertisement you decide when the advertisement will appear and this is
based on matching up with keywords that people use for searching. So if you sell boating tours
on the Shannon you might want your advertisement to appear when somebody searches
‗boating tour Shannon‗. The price of this advertisement is based on an auction so it is more
expensive if there are a lot of companies that are also interested in these keywords and want
advertisements based on this.
There are many other factors that Google also take into account when pricing the advertisement.
For example, it assigns a quality score to your advertisement. If your quality score is high then
your advertisement cost could be lower compared to another competitor with a similar ad with a
lower quality score. The quality score is calculated using a variety of factors and probably the
most important is the click through rate. If your ad is displayed and nobody clicks on it then your
click through rate is 0%. Google now thinks you ad is not relevant so penalizes you for this.
Your advertisement can be displayed on Google searches but it can also be displayed on partner
websites that work with Google. This is known as the content network.
For more in-depth information on using Google Adwords, see the Using Google Adwords
training guide which is part of this series of guides.
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Banner Advertisements
A banner advertisement is an advertisement that appears on the website that is clickable. When
you click on the advertisement you are brought to the website for the company that is paying for
the advertisement. Here is an example of a banner advertisement on the RTE website.
Typically the banner advertisement would be graphical and you pay on a pay per click or pay per
impression basis.
Facebook Advertising
In Facebook you can run targeted advertising based on a cost per click or cost per impression
basis. The big advantage with Facebook is that you can target in on exactly who you want to see
the advertisements. For example, if you ran an adventure centre and the typical profile of a
customer is a male between 30 and 45 that live in Dublin you could just advertise to them. When
they login to Facebook they see these advertisements on the right hand part of the screen.
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Affiliate Marketing
Affiliate marketing is where you use other websites to help drive traffic to your website. The
source of the traffic is called the affiliate. The affiliate then gets payment for driving this traffic
depending on the result. For example, the affiliate may only get paid if they drive traffic to your
website and this ends up in a sale.
There are many forms of affiliate marketing and sometimes these cross over with other forms of
advertising. Here are some examples:
• You write a blog post about a hotel you stayed in and the link to the hotel is an affiliate
link. So if you go to the hotel and book a room then the source of this traffic will get
paid an amount.
• You send an e-mail newsletter and include an affiliate link in this content.
Website
Your website is a key internet marketing tool where you can promote your business and sell your
products and services. When you do all your work with other forms of online promotion and
drive traffic back to your website you want to convert this traffic. If this is not a sale then at a
minimum you need to capture their details so that you can continue to market to them.
So the design of your website is very important. You want it to look professional to follow all the
appropriate usability guidelines and you want it to produce business. A key term on a website is
a call to action‖ and this is what you want the visitor to do. For example Book Now‘s a call
to
action to make a booking. If they are not ready to book now maybe you‗ll provide another call to
action to sign up to a newsletter or become a fan on Facebook. At least then you‗ll have another
opportunity to market to them.
There are many websites out there that are just brochure websites. They tell us how good the
company is and all the great services they provide but that is not enough anymore. You need to
provide some value to people arriving at your site. Think about what information you can
provide that will help them make a decision about booking a room at your hotel, a table at your
restaurant, or an activity at your adventure centre. Don‗t think about how you can promote your
business. If they are booking a hotel let them know what other people have said about the hotel,
let them know all the facilities nearby and provide them with a video where they really get a feel
for what the place is like. Recommendations from other people are extremely important online.
For more information on how to get the most out of your website through the use of an effective
layout and design, calls to action, and many more, see the training guide Getting the Most from
Your Website‖ which is part of this series of guides.
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Online PR
PR is a very effective tool for promoting your business and there are many ways of achieving
this. The following gives some examples:
• Irishpressreleases.com – This is a site that the press monitor for any Irish press re-
leases so if you‗ve got something interesting to say, say it here!
• Guest Blog Post – Instead of you writing a blog post (article online) on your own web-
site, why not find another popular blog that is related to your business and write a post
for them. That is good PR for you and you can also provide a link back to your website
that helps with your rankings on the search engines.
• Article writing – There are many sites online that allow you to write articles and these
articles are read and distributed by many people.
Other Forms of Internet Marketing

Internet Marketing contains a lot of different areas and it is continuously changing. The
following are some newer forms of internet marketing you may come across.
Location Based Check-ins there are many sites (e.g. Foursquare, Facebook places) that are
providing the ability for people to check in to any location they are. When they check in they see
who else is checked in, what there is to do in an area, and much more.
Mobile Marketing The mobile device has become increasingly popular over the last few years
and with a mobile being with you 24 hours a day 7 days a week it‗s not something to ignore.
There are lots of new and innovative ways of using the mobile to promote your products and
services. For example:
• Mobile Applications – You can then develop mobile specific applications (e.g. iPhone
Applications) that can run on the mobile and can be used to promote your service. For
example if you run a hotel in Kerry maybe you‗ll have an application for tourists
which shows you where to go and what do to.
• Mobile website – Your website can be a very effective marketing tool but does it work
on the mobile device? Make sure it does!
• Mobile location based services – Increasingly people will use their mobile device to
see what‗s going on in the area, what activities are running to-day etc. It will be
important to be part of this conversation.
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The Future of Internet Marketing
Where this is all going is hard to predict because it is moving so quickly but we can see that
broadband access is increasing, mobile device usage is increasing and social networking is
increasing. So that just means more people spending more time online and everybody having
access to the internet.
17 Prediction about the future of internet marketing
I‗ve listed 17 trends I‗m seeing in the internet marketing world. Internet marketing (also called
make money online) is one of the more monied niches online, and as a result it‗s also one of
the
most innovative. Many products in niches like productivity‖ or passion‖ or blogging or lifestyle
design and countless others are, at the core, internet marketing products as well.
1. Your customer‘s track record will become more important than yours. More than
ever before, you need to have a home run answer to the question how much money
do you make and what have you done? That‗s just the beginning, in the coming
years it‗ll matter even more how your customers are faring.
2. Niche specific tool sets will be huge. Suites of online tools that empower entre-
preneurs will no longer require massive scale to develop, so it‗ll be much easier (and
more profitable) to create custom or white labeled tools to fit niche communities.
3. Expensive eBooks are dead. I‗m sorry. Stop writing that $97 eBook right now. It‗s
not going to work out. Build a real product, then consider the eBook as a marketing
tool, if necessary.
4. Cultivated and proctored communities will start popping up everywhere. The

readers of the TMBA often cite 100 True Customers‖ as one of our most useful
articles. There you‗ll find a pretty clear plan for making $40,000 a year as a con-
tent producer. I think this approach will get utilized a lot more in the coming years.
5. $2,000 DVD training courses are dead. You know what I mean– they aren‗t dead,
they are like Microsoft dead. They‗ll continue to work for people with deep pockets
and for those who are in the game. If something like this is your idea of how you are
going to get a foothold in a market, I‗m on my way to bet against you.
6.Podcasting is the new blogging. Instead of starting a blog, start a podcast. Recently, Pat
Flynn reported the number of unique visitors to his blog was surpassed by the number of podcast
enclosure downloads of his podcast. (Balla Pat!) I‗m not surprised…
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7.Blogs will continue to be the most powerful brand building force new online ventures
have. They‘ll also continue to be the most resource intensive. So it goes. It‗s no wonder solo
preneuers who use blog-marketing as a customer acquisition strategy end up just being full time
blog marketers.
8.The market value of chops has never been higher. Podcasts as such powerful
marketing tools because even on the 3rd episode of a new podcast, you‗ll have an immediate
idea of how much you trust the speaker. You‗ll also have a clear idea of how knowledgeable they
are. If you don‗t have chops, don‗t worry, you‗ll just have to buckle down and do some real
work.
9.Personal freedom is slowly starting to be articulated as ―personal sovereignty.‖ That

space will explode in the next 5 years. Get in while the getting is good.
10.Your customers will need to use your product and be successful for you to have a
sustainable online marketing business. I always thought it was dip- shitty when internet
marketers feigned complaint that their customers never implemented their product. Those
conversations will go the way of the dodo. If your customers don‗t implement your product
you‗ll go out of business.
11.In-person events and training will explode. Events provide a ton of value, it‗s cheaper
to move around, and your target market has a more flexible income. Easy call.
12.The daily podcast format will become prominent. James Shremko is already testing it
out (take a walk, listen to this episode, and tell me you don‗t run back home looking for a
notepad!). People will write me one year from now and ―hey you were right about that daily
podcast thing!
13.More and more, content will need to be delivered with high level consulting. No
more $2,000 DVDs, instead I‗ll get on the phone with you once a week and walk you through a
deliverable. This is way better than some worksheet or video. Even Frank Kern is doing it.
14.More 4th wave internet marketers will emerge. They will be selling you blog
networks, software suites, audiences, ad campaigns, e-commerce sites, niche websites, blogs–
you name it.
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15.University educations will start to look more like internet marketing training, and
internet marketing training will start to look more like university educations. They‗ll converge
and find a middle ground in the coming decade.
16.If you want to start a blog about entrepreneurship or personal development and you
don‘t have an angle that gets everyone in the room FREAKING PUMPED and saying they‘d buy
products from such a publisher… don‗t do it. It‗s getting harder. The good news is that it‗s easier
to spend your energy on creating a great premise than it is publishing blog posts into the inter-
nether world.
17.Apprenticeship is back. We aren‗t all about internships anymore, but this next decade
will be.
Opportunity for consumer & also for business rivals

Almost any digital marketer will tell you, increasing customer engagement and conversions are
their top priorities. Yet many of these professionals have still not tapped all of the opportunities
available to make this happen on their sites, leaving disconnect between what they say and
what they actually do.
Wondering what areas offer some of the greatest opportunities for digital marketers to see the
ROI of their efforts? What do they say their priorities are vs. what do they actually spend their
marketing budget on?
Hot off the presses are the results of the Adobe 2012 Digital Marketing Optimization Survey and
a corresponding info graphic (see below) that uncover the top five areas that digital marketers
should focus on to immediately improve conversion and return on their marketing investments.
Survey responses from more than 1,700 digital marketers worldwide, spanning business- to-
consumer and business-to-business commerce companies across retail, finance, media, and
technology and consumer goods industries, reveal that:
Conversion Optimization needs to be given higher priority.
 Over 80% of respondents allocate 15% or less of their marketing budget to opti-
mization efforts – up only 1% from our 2009 survey.
Testing consumer engagement throughout the funnel is critical to optimization.
 But more than 50% of the respondents cited testing was still not a company pri-
ority.
The search box is often the most-used area of a website.
 Yet fewer than 50% of respondents are optimizing on-site search results.
Marketers are not taking advantage of simple cross-sell or up-sell opportunities.
 38% of digital marketers surveyed do not provide any content or product rec-
ommendations.
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In the burgeoning areas of video, mobile and social, marketers seem to be on the right path:
 61% of respondents are focusing on video in 2012 for helping drive conversion.
 70% of respondents are focusing on social sharing as a top effective social strat-
egy.
 The top three mobile strategies marketers plan to focus on this year are mobile
optimized sites, mobile apps, and advertising promotions, including bar codes
and QR codes.

In evaluating this year‗s responses, the following Top 5 conversion opportunities emerged:
 Prioritize optimization across your organization as a strategic process demon-
strate small conversion wins to gain support and buy in for more ongoing
optimization efforts.
 Use a data driven approach to optimization leverage your analytics to better in-
form site search results, what content to test and to recommend and what areas
to focus on personalizing.
 Optimize conversion with video offer more video content, whether it‗s created
in house or created by your users. Both formats offer visitors with a way to en-
gage deeper with your brand and become more educated before deciding to
click, purchase or subscribe.
 Optimize social engagement enable content sharing functionality within your
conversion funnel and test the placement and messaging of the calls-to-action.
 Optimize for all mobile channels make sure that your tablet experience is laid
out for that particular audience and the way they prefer to shop or consume
content. Your approach for smartphone users will also be distinct.
Measuring website conservation

Conversion metrics are among the most important indicators to measure and monitor.
Conversion rates are easy to measure and can be improved by fine-tuning your website; thus
every online business should watch these numbers and have Plan B ready in case key conversion
rates suddenly plunge.
When you measure conversions you are also looking at abandonment – the visitors who got
away. Maybe they intended to complete an action but were frustrated during the process and
bailed out. Industry average conversion rates hover around 3 percent. This means only 3 out of
100 visitors complete an intended action.
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What conversion rates should you measure? There are three basic processes that can be measured
for conversion versus abandonment:
 Activities that lead to an acquisition.
 Activities that lead to gathering important data.
 Activities that direct visitor to information that reduces your operational costs
(e.g., fewer calls to your tech support group).
Each activity should subtly be directing the visitor toward conversion. Before any further
analysis can be done, it is important you can identify (1) which processes on your website are
candidates for measurement, and (2) how your web analytics solution will achieve these
analyses. Ask yourself the following questions when deciding which processes to measure. Yes
answers indicate that the process is a good one to measure.
 Can visitors contact you if they have difficulty with the process?
 Will you be able to collect the appropriate data when visitors complete the pro-
cess so that you can retain them in the future?
 If visitors have difficulty on your site, can they complete a similar process on a
competitor site?
Before going into the details of conversion metrics, it is important to note that you are dealing
with two types of conversions, your website conversions and your marketing campaign
conversions.
Website Conversions
Once you have decided which site-wide processes to measure and how to measure them, the
following metrics can help you understand visitor success or failure:
 Home to purchase – abandonment rate for visitors going through sales path.
 Search to purchase – abandonment rate for visitors coming from site search.
 Special offer to purchase – effect of various merchandising and pricing options.
 Lead generation –abandonment rate when personal data is requested. Marketing
Campaign Conversions
It is important to measure the effect of marketing campaigns on your website traffic. The
following metrics are specific to marketing campaigns aimed at driving traffic to your site.
 Campaign conversion rate – effect of traffic from specific campaigns.
 Cost-per-conversion – cost effectiveness for specific campaigns.
 Campaign ROI -- cost effectiveness for specific campaigns.
 Segment conversion rates – track conversion progress over time.
 Percent of orders from new and repeat customers – determines effectiveness of
marketing or customer retention programs.
 New and repeat customer conversion rates – helps understand barriers to online
purchases.
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 Sales per visitor – measures marketing efficiency.
Below are the key indicators you should track regardless of business model:
 Conversion rates for any process that makes or saves money, or is critical to the
customer experience.
 Campaign conversion rate for current campaigns, or the most expensive cam-
paigns if too numerous.
 Cost-per-conversion for the campaigns you selected to monitor.
 Segment conversion rates for key or critical group conversions. Below are the
key indicators e-commerce sites should track:
 Site-wide conversion rate (all purchases to all visits or visitors)
 New and repeat site-wide customer conversion rates
 Percent of orders from new and returning customers
 Average order value, site-wide and for new and returning customers
 Sales per visitor (compare to site-wide conversion rate)
List of Online e-commerce Shopping Sites
With people becoming busy with their work and commitments, they are left out with only a little
spare time. In addition, with wide availability and usage of smart devices, people find internet as
the easiest medium to meet their requirements. This has given immense popularity to online
shopping sites, numerous online shopping websites are flaunting best deals to lure buyers.
If you also want to make online purchases and want to know about the best sources, you have
visited the right place. Here you will find information about online shopping sites. The best list
of online shopping sites along with brief reviews is mentioned below:
Flipkart.com
Flipkart.com is the most popular of all Indian online shopping companies, offering genuine
products to people. They have huge stock of innumerable products like clothes, music,
electronics, books, health products, kid‗s toys and accessories, perfumes, games, movies, home
appliances, shoes, stationeries and many more things.
The shopping website offers great advantage of faster product delivery and free shipping on
ordered products for more than Rs.500. Customers also enjoy the privilege of exceptional
services like payment on delivery or cash on delivery‗. They can also pay on a monthly basis, as
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EMIs. In case any customer is not satisfied with the products, he or she can even return them and
get entire payment back. As one of the notable online shopping companies in India, Flipkart also
offers 30 day replacement policy. All types of Visa and Master Debit or Credit cards are
accepted to initiate the online transaction system. Dedicated delivery partners of Flipkart take the
responsibility for timely product delivery at mentioned addresses.
Jabong.com
Jabong.com is certainly in the acclaimed list of online shopping websites in India. One of the
best customer support services I found in India. The online shopping website is highly popular in
offering best quality products of reputed brands. Customers can cater to a wide variety of fashion
apparel, footwear, accessories and even jewelries. They have huge collection of all mentioned
items for women, kids and men.
The online shopping website strives best to offer highest shopping satisfaction over the internet
to all customers from a wide region. They even use cutting edge technology on their online
shopping platform to make it swift for surfing through various product pages. In addition, highly
experienced support team provides exclusive service for consumers and tries to solve almost all
problems, if any situation demands.
Jabong.com is one of the fastest growing online shopping portals offering reliable, trendy and
stylish products according to taste of reigning period and fashion concerns of people. They are
highly popular as an online shopping portal offering best prices with exclusive discount offers.
Myntra.com
A one stop online shopping portal, myntra.com caters to fulfill all requirements pertaining to
lifestyle and fashion products. The company is counted in the list of online shopping sites raging
the country recently. They even offer variety of branded products through the online shopping
portal. They are primarily reasonable to make online consumers conscious about brand value of
different products of daily utility.
From its introduction into the online business world, myntra is dealing in exclusive choices of
accessories, footwear, cosmetics and apparel from more than 500 reputed international and
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Indian brands. Notable among them are Biba, Adidas, Inc5, Puma, Nike, United Colours of
Benetton etc. The online shopping portal is reputed to offer more than 3000 styles of products,
fitting requirements of all valued consumers.
The customer support service and process of home delivery are one of the swiftest in the
business world. They are also one of the leading Indian online shopping companies offering
guaranteed 30-day free return of goods from doorsteps of consumers in case of unsatisfactory
service.
Snapdeal.com
Snapdeal.com started their online business platform in 2010 under the leadership of Rohit Bansal
and Kunal Bahl. Presently, they are placed at favorable positions on the list of online shopping
sites in India. They offer widest range of products lifestyle, fashion apparel, accessories,
electronics, games, eateries, chocolates, grooming, books etc., for both men and women.
The online shopping platform has their service in more than 50 cities across India and also has a
record 15 million registered users in the country. The website features more than 3000 brands
national, international and even less famous yet offering quality products. The online store has
more than 200 categories featuring more than 250000 products listed with them. More than
25000 products are sold every day.
Snapdeal has close ties with reputed courier services that help in faster home delivery process.
They even offer free return policy of products, if they fail to meet the expectations of customers.
Unlike other Indian online shopping companies, they initiate complete refund and even
additional courier charges that the consumer bears, if any, while returning the products in an
undamaged and unused condition.
eBay.in
The world‗s largest shopping mall on the Internet. eBay is an online marketplace, where
individuals and businesses come together to buy and sell almost anything.
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You can find everything on eBay. Mobile phones, digital cameras iPods, t-shirts, shoes, candles,
furniture, jewelry, watches, handicrafts, kurtas, laptops, perfumes, computers, microwave ovens,
toys, baby products, weighing scales, and much more. There are many ways to buy, so you can
choose the format that is best for you. Make an instant purchase for products at a fixed price with
Buy It Now button. Bid using the exciting auction-style format at the price you are willing to
pay. If you are the highest bidder you get the item at your price. If you can‗t find what you want,
let sellers know Post a Want It Now!
You can Buy and Sell with Confidence. eBay‗s Feedback system is very popular. Members rate
each other based on their experience during a transaction. This is the easiest way to check a
member‗s reputation before you trade with them. Using eBay‗s Buyer Protection Program, eBay
covers your purchases up to Rs. 50000* (for PaisaPay transactions and up to Rs. 10,000 for non-
PaisaPay transactions. eBay‗s Dispute Resolution Center is also very well known. They can help
you resolve any issues with your trading partners.
Naaptol.com
Naaptol.com is one of the fastest growing top ecommerce sites in India. The company was
founded on 2008 under Manu Agarwal. Initially the company served as a search engine to
provide comparison of product prices and offer services for product research. A year later, they
emerged to be an online marketing platform and were able to create a furor in the market. With
plenty of items in store, like cameras, tablets, home appliances, mobiles and others Naaptol saw
a whopping turnover of more than Rs.10 core in 2009- 10.
One of the top ecommerce websites in India, Naaptol initiates faster delivery of all ordered
products. However they charge a small amount of shipping charges, based on the distance the
parcel is addressed. Naaptol also offers alluring points to online customers on ordering different
products, which can also be utilized to get attractive discounts at a later stage. All products are
genuine. Naaptol reserves the right to declare products eligible for return and refund in case a
dissatisfied consumer takes up the case with customer representatives of the company over
telephone within 2 days of receiving their orders.
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Yebhi.com
Yebhi.com is a fast growing online shopping platform that started its business venture since
2010. They are considered to be a premium online lifestyle shopping website that powered sales
of branded footwear over top online shopping sites in India. They attained highest success in
sales of other product categories varying from accessories, jewelry, mobiles, bags and fashion
apparels.
Yebhi.com runs their own operation of warehousing that helps in fulfilling orders completely
through fastest shipping service. They are the best company to offer exclusive choices of
products for a wide genre of consumers. They are an authentic company offering online
marketing service and even deal in products from leading brands directly. They do not sell
products that do not have brand authentication.
Yebhi.com is presently one of the top e-commerce websites in India offering authentic and
dedicated support service for valuable customers. They accept payment through online
transaction mode and even initiate effective home delivery service.
Yepme.com
Yepme, one of the top ecommerce sites in India is popular for selling wide range of watches and
shoes. At present, the site is dealing with brands that specialize in manufacturing accessories like
sunglasses, leather belts, fashionable shoes, etc. Young customers are quite fond of this shopping
site because the products available here are very trendy and attractive. Lifestyle products like
designer costumes, jewelries are also available here. Cutting edge templates are used in this site
so that users can access the site from any gadget, be it a Smartphone or a desktop.
Three alumni of IIT or Indian Institute of Technology Sandeep Sharma, Anand Jadav and Vivek
Gaur initiated this site in the year 2010 and from then it has been quite popular. The site mostly
target customers of the tier 3 and tier 2 towns where the people can‗t access products by the
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reputed apparel brands from the local stores. It is the only online retailing site that organized
fashion show of online dealers first time in the year 2011.
Infibeam.com
Infibeam.com is a growing online ecommerce platform having their own headquarter at

Ahmedabad in Gujarat. The online shopping website especially deals in automobiles, electronic
goods, books and lifestyle products. They initiated online business since 2007 and have an
employee base of more than 1300. The online retail store is highly popular among prominent list
of online shopping websites in India due to their authentic products.
The website also features images with higher resolution and functional zoom tool that eventually
helps to visualize every product in minute details. They even offer in-depth information about
the technical specifications of products making it easier for online consumers to choose their
desired items easily.
Infibeam is highly popular due to an innovative scheme of Magic Box that offers enticing deals
through the initiative of BuildBazar. BuildBazar is able to boast implementation of over 10,000
operative stores across internet platform. Magic Box is activated every midnight and offers two
dreamy deals on products from Infibeam.com, one of the notable online shopping portals.
Homeshop18.com
Homeshop18.com is a popular online merchandise catering to fulfill major electronics and

household items for online consumers across major locations of the country. One of the most
popular online shopping companies in India, Homeshop18 even offers wide collection of fashion
apparel at high discounts. They showcase more than 1500 products under Indian and even
international brands. The company has close contractual ties with major courier service providers
to deliver ordered products across 3000 locations.
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The online retail store has been a major attraction for consumers across the country due to
authenticity of products. They even offer pleasant visuals of products including detailed video
graphic demonstrations and images from a wide range of angles.
The online shopping website even offers a wide range of payment option, including net banking,
online credit or debit card transaction and facility of cash-on-delivery. Homeshop18.com, like
most reputed Indian online shopping companies, even guarantee 100% money back offer, in case
of consumer dissatisfaction and if the product is re- turned unused and undamaged within 2-days
of delivery.
ShopClues.com
A reputed online shopping retail website having headquarter in Gurgaon, Shopclues.com

maintains more than 12,000 merchants who are registered with the company. It is one of the top
ecommerce websites in India, which deals in more than 2 million products. They guarantee
authenticity of products, warranty and even ensure lowest price. They even have a record of
catering to more than 42 million online visitors. The company has even more than 350 registered
employees across the country. They offer wide range of branded products to consumers from
every corner of the country.
Shopclues.com initiate free delivery services at the doorsteps of customers through reputed
courier services to nearly 10,000 cities across the country. They even initiate a 30-day return
guarantee if unable to meet customer satisfaction. One of the leading online shopping companies
in India, Shopclues.com accepts online payment through major credit and debit cards, including
net banking services. The online shopping website service employs more than 400 personnel for
effective handling of the business and is even funded by national institutional investors.
IndiaTimes Shopping
Shopping.indiatimes.com now tops the list of online shopping websites in India. The site mostly
deals in electronic gadgets.
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What is special about this online shopping site is that the owners offer discount on varied
electronic gadgets on the eve of different festivals. The site is quite user friendly and can be
accessed from hi-tech mobile phones easily. People can visit the site to purchase both new and
used mobile phones of reputed brands at considerable price. Along with electronic gadgets, site
owners are also now retailing fashion jewelries, books, lifestyle products etc.
Shopping.indiatimes.com introduces special deals, coupons to help customers purchase attractive
appliances within budget. As Diwali is approaching, it is the perfect time to visit the site to
purchase expensive gadgets like laptops, computers, Smartphones within budget. Shipping
facilities and customer care service of the site is noticeably different. This is one of the online
gadget shopping sites that offer EMI facility to customers.
Rediff Shopping
Shopping.rediff.com is among the top India online shopping companies where daily thousands of
customers visit to purchase different products. It is a one-stop solution that retails everything
from daily needed objects to exclusive apparels manufactured by top international brands. A
huge number of customers visit the site to purchase attractive gift hampers. The site is now
dealing with more than 250 brands, both national and international to provide customers wide
range of products from the house of top manufacturers.
The site owners follow only one mode of transaction- cash on delivery, in order to keep up good
relation with clients. The owners often to help customers in purchasing expensive articles at
considerable price introduce special deals or coupons. The site was introduced in the year 1999
and is operating quite successfully and creating loyal consumer base. Present visitor rate for the
site is 89.1%. Shopping.rediff.com is a competitor of flipcart.com and junglee.com.
Inkfruit.com
Inkfruit.com is among one of the top ecommerce websites in India. They offer a co- creation
platform to showcase exclusive products for online consumers.
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The store came into business in 2007 under the name Gnome. Presently, the company has over
400 retail outlets throughout various cities of the country. They can certainly be considered as
one of the largest online retail platform dealing in the business of latest designer and casual
clothing apparel and associated accessories for men, women and kids.
Among major Indian online shopping companies, Inkfruit.com is highly sought after by online
shoppers who cater for branded clothing and accessories. The company offers special discount
offers on a number of branded products on various occasions. They even have additional
discounts for customers shopping through credit or debit cards of major banks.
Inkfruit.com is backed by strong source team to ensure highest class in maintaining standard in
quality. They even ensure delivery of products within 2 to 5 business days, after any consumer
places orders through online shopping.
Pepperfry.com
Pepperfry.com is one of the top online shopping websites in India. They have abundant stocks of
various products associated to lifestyle enhancement, home care, appliances, home décor,
furnishing, kitchen, dining and many more. All products are authentic and guaranteed. The
online merchandize offers exclusive payment services like pre-payment, easy monthly
installments and even cash on delivery.
The company offers fastest shipping and delivery of all products ordered. They even offer huge
discount on various festive seasons throughout the year. New customers are also entitled to
various shopping discount vouchers amounting to Rs.2000.
Pepperfry.com started operations since 2012 to deliver online shopping experience that
customers are bereft of till now. They have even partnered with thousands of merchant partners
who showcase their craftsmanship, service orientation and design skills across India.
Pepperfry.com is also one of the renowned online shopping companies that showcases a number
of branded products and also offers them on special price that is otherwise not available at open
market. The online marketing platform also offers favorable and dedicated customer care support
service.
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Fashionara.com
Fashionara.com is one of the emerging online shopping portals reputed to deal with exclusive
fashion clothing, apparel and accessories. The online merchandise initiates fastest product
delivery across 8 cities of India, with guaranteed shipping right on the next day of placing orders.
They even gift wrap the products as a gesture of effective customer service, which is certainly
exclusive.
The online merchandize portal deals with world reputed brands like Espirit, FCUK, Fossil,
Calvin Klein, Adidas, Lee, Steve Madden, Wildcraft, Roxy, Van Heusen, Manchester United,
Arrow, Gini&Jony and much more.
Fashionara.com also offers an effective service through which the customers can track their
ordered products once those are shipped. As most reputed online shopping portals,
Fashionara.com accepts financial transactions through online mode with the help of credit and
debit cards. Payment through Net banking service is also accepted. They offer exclusive
customer support and look into every problem of customer related to online shopping experience
over the portal. Customer queries are entertained from 6 am to 12 midnight.
Firstcry.com
Firstcry.com is one of the top ecommerce websites in India that especially deal with kids and
baby care products. The site is mostly operating in Asia and deal with reputed Indian and
international brands. Kids and baby care products manufactured by reputed companies like
Hotwheels, Funskool, Ben10, Pigeon are available here. Other brands that have already tied up
with Firstcry.com are Barbie, Mee Mee, Disney, Pampers etc. At present, the sourcing team of
the site is working with more than 150 national and international vendors to provide customers
with exclusive range of products. Owners of firstcry.com have recently launched another online
shopping site, goodlife.com to retail life care products manufactured by both national and
international brands. Founders of this online trading site- Supam Maheswari and Amitave Saha
have lately raised a fund of $4 million from an equity company named SAIF partners. At present,
Firstcry is retailing more than 4000 items.
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BabyOye.com
When it comes to top ecommerce shopping websites for new born babies and kids, Babyoye is
one name not to forget. This website is a fairy tale dream for soon to be parents to new parents
and all the baby stuffs are just a click away. They have vast inventory of baby products from
Diaper and bathing stuff to Clothes, Toys and Books & music. They have tie up with several
multinational brands and bring home more than 200 international baby brands like Disney.
Being a top ecommerce site in India, they promise bring wide range of Innovative products to
every parents. They have exceptional customer care and after sales supports which makes them
widely popular among the new parents. The company has been formed by Sanjay Nadkarni and
Arunima Singhdeod and is registered in the name of Moms Supplies Pvt. Ltd.
Zovi.com
Zovi.com is one of the recognized top ecommerce websites in India dealing in branded fashion
apparel for women and men. They offer exclusive stock of premium apparel that is designed with
classy components. The company is highly acclaimed to provide top class lifestyle apparel at
extremely reasonable price. They are a traditional fashion retailer. They accept payments through
major debit and credit cards.
Zovi.com, one of the notable online shopping companies in India, even offer a number of
alluring offers with additional discount facilities through various discount coupons on a number
of occasions. All products ordered online are delivered to desired destination within least
possible time through dedicated courier services.
The company even guarantees full refund in case there appears some defect in the products
delivered or the customers are unsatisfied with them. In that case, consumers have to return the
undamaged products to the company after contacting the customer service personnel over
telephone. The return process should initiate within 48 hours of receipt of the products.
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Koovs.com
Koovs.com is probably one of the renowned online shopping portals of fashion wear and
associated accessories dedicated for women. The online shopping website has exclusive varieties
of clothing, beauty whims, shoes, lingerie, bags and accessories. They have every item matching
the requirements of almost all taste of women. They have exclusive collection of handbags,
fragrances, jewelry, handbags, high-end clothing and even latest designer fashion accessories
from more than 200 reputed brands.
As one of the reputed Indian online shopping companies, Kooves.com is highly reputed to bring
up fresh product lines exceeding 500 categories every day. The online shopping platform is also
reputed to showcase high-street fashion products under the brand KOOVS. They are mostly
visited by people having fascination for shimmering dresses, jumpsuits, workplace sleek attire
like jeans, jackets, shirts, pants, floral print tops etc. Their exclusive customer support center is
highly motivated to lend striking service in case any there is any issue of refunding, cancellation
of order, shipment issues etc.
CromaRetail.com
CromaRetail.com is one of the recognized top e-commerce websites in India dealing in

electronics and home appliances. This exclusive electronics mega online store include vast
collection of products categorized under varied sections such as phones, computers,
entertainment, home appliances, kitchen appliances, gaming, cameras and accessories. They
include products from leading manufacturers of different domains in the electronics and
appliance sectors.
CromaRetail.com, one of the notable online shopping companies in India even provide a number
of alluring offers with attractive discounts and deals on numerous occasions. All products
ordered online are delivered to desired destination within least possible time through dedicated
courier services.
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Croma allows users to choose from more than six thousand products across diverse categories.
All products purchased from the online store enjoy a return policy within 15 days of delivery.
Moreover, well trained and knowledgeable advisors help users to make informed purchasing
decisions.
Fashionandyou.com
Fashionandyou.com is an emerging leader of e-retailing industry in India. They are one of the
fastest growing e-commerce retailers with high membership base. The online retailer offers wide
range of products of innumerable brands. They are highly popular due to enormous price cuts;
almost up to 80% than existing retail price. The e-commerce platform, among top online
shopping sites in India, gets into partnership with a number of luxury and fashion brands to bring
in variety of items at exclusively lowest prices for a limited period. The company even notifies
registered members about upcoming offers through emails, social networking pages and SMS.
No membership charge is involved to register.
Fashionandyou is a business venture under Smile Group and falls under the list of online
shopping websites in India. They are also a part of reputed international organization, Brand
Alliance. The sales offer on the online shopping website starts from 10 AM and continues for 3
days, subjected to availability of items. They even offer services of experienced customer
support executives, in case of any problem regarding delay in shipment or refund issues.
ShoppersStop.com
ShoppersStop brings limitless possibilities as an online store in India. Amid the presence of
numerous online shopping portals, ShoppersStop.com has made a good mark with products from
some of the best lifestyle brands. Various national and international brands in kid‗s clothes,
women apparel, men‗s clothing, fashion accessories and gifts are available at the online store.
Some of the leading brands associated with the store include Calvin Klein, Barbie, Being
Human, Levis, L‗Oreal, Ray Ban, Celio, Revlon, etc.
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It is also a one-stop solution for fashion accessories such as men‗s watches, ladies watches,
cosmetics, fragrances, handbags, jewelry, footwear along with home furnishing and décor items.
Offline stores of Shopper Stop is an established name in India and now its online option is also
turning out as one of the top online shopping sites in India. ShoppersStop.com maintains 100%
return policy where the dissatisfied customers can return the purchased items with 14 days of
delivery.
Grabmore.in
Grabmore.in is one of the top online shopping websites in India acquiring great importance.
They are perhaps one of the leading online shopping portals offering economic products across
all categories. They offer exclusive items of reputed brands from the United States and India.
The product range varies over all variants baby clothing, mobile phones, jewelry, watches, office
products, computers, home appliances, electronics, books, kitchenware, music players and
others.
Grabmore.in is highly recognized for offering incredible deals everyday. Among special deals,
mention can be made of weekly deals‗, whacko deals‗, super sale‗ and USA products on deals‗.
They offer cash-on-delivery service on a number of items. Customer satisfaction at every level of
online shopping is always maintained. Apart from these, the online merchandize has various
products over a range of brands like Morphy Richards, Samsung, Canon, Nikon, Panasonic,
Toshiba, LG, Sony etc. Like all top online shopping sites in India all major credit and debit cards
are accepted.
Shop.seventymm.com
Shop.sevntymm.com is one of the acclaimed online Indian online shopping companies offering a
range of products over several categories jewelry, electronics, apparels, kid‗s stuff, home décor
etc. They are among the fastest growing Indian online marketing portals offering exclusive
branded and non-branded products at huge rebated price. The headquarter of
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Shop.seventymm.com is at Bangalore; they even have regional offices in Gurgaon, New Delhi
and Mumbai.
The product list of the online shopping portal ranges from mobiles, tablets, women‗s apparel,
sunglasses, watches, footwear, home furnishing, jewelry, perfumes etc. They accept major cards
and even net banking solution for online payment process. Apart from pre-paid payment process,
cash-on-delivery option is also applicable for several regions. They even undertake clearance
sales on various occasions at heavily discounted prices.
They are among the list of online shopping sites that initiate delivery process within 48 hours of
registering the order and payment transaction. They even scrutinize quality check of the product
before dispatch.
Tradus.in
Tradus.in is listed as one of the top Indian online shopping companies offering products at
merely throw-away prices. The online company puts up plenty of products for deals that
consumers can claim. The deals are opened for specific period. All products are delivered right at
the doorstep of consumers, mainly on free shipping charges. Very few items carry shipping costs
along with them. Although they showcase almost all products on their online portal, yet the
online company records in sales of clothing apparel for both men and women.
The online shopping website started business in 2009. They offer best price on various products
like mobiles, pen drives, watches, cameras etc. They have vendors across major cities. Their
major customers are from the metro cities. The company lists branded products, fulfilling
expectations of the customers. Trades, as one of the top ecommerce websites in India, has a stock
of more than 10,000 products from over 500 brands. They initiate free home delivery through
major courier services.
Futurebazaar.com
Futurebazaar.com is one of the fastest growing Indian online shopping companies, attracting
various customers from almost every corner of the country. They are growing rapidly as an
exclusive online shopping platform with a wide variety of products touching
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almost all categories. The list of products varies widely – lifestyle, toys, fashion apparel,
kitchenware, cookware, food, beverages, electronics, furnishings etc. The online merchandise
has collaboration with a number of companies. Their faster delivery process has also helped in
acquiring much accolade than other online merchandises.
The online shopping company accepts payment through online transaction by credit and debit
cards. The website has radically changed overall online shopping experience through credible
customer service and faster delivery service. Expert customer care personnel also initiate process
to resolve any matter related to delay in shipping orders. Futurebazaar.com is among the top
online shopping sites in India that offer exclusive discount offers on all products throughout the
year.
Edabba.com
Edabba.com is a growing online merchandise. They are one of the evolving online mer-
chandises that indulge in retail therapy and offers exclusive online shopping mantra of present
times. The online merchandise is a highly convenient platform for shopping, 24 hours a day.
Delivery takes place in the fastest possible time. There is a wide range of payment options that
make the online platform one of the favorable online shopping companies in India.
Presently, the online merchandize offers various products like electronics, consumer durable
products, music, books, organic food and travel booking services. They also have ranking
position in the list of online shopping websites in India. They have their exclusive service across
Goa, Punjab, Rajasthan, Bihar, Uttarakhand, Madhya Pradesh, Haryana and Orissa. They strive
best to create a perfect environment mixing traditional retail marketing and online shopping
experiences.
Edabba.com has over 40000 SKU‗s under their list. They deal in reputed brands and all their
products are 100% authentic in nature. The merchandise also has various Trust Points that act as
a bridge between the online marketing corporation and consumers.
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Govasool.com
Govasool.com started their operations as a dedicated online merchandise since 2008. They are
recognized as the initial online group-shopping platform of India. As a pioneer of Indian online
shopping companies, the merchandise started as local shopping, along with reverse auction
marketing division. Presently, eMart Solutions India Private Limited owns the company.
The online portal involves one of the most secured online payment transaction methods that help
to check frauds and double payments. Payments through online net banking or even through
debit and credit cards are initiated. They even undertake safe shipping process and all products
are efficiently packed so that they reach the doorsteps of consumers unscratched. Apart from
this, the online merchandise also ensures top quality of every product. They deal with branded
products.
Expert customer support personnel also lay immense importance for acceptance of the online
merchandise among innumerable consumers. Being a reputed online shopping portals in India,
refunding and replacement of products are also initiated under special circumstances.
Junglee.com
Junglee.com is one of the top ecommerce websites in India, which is run by Amazon. This site is
mainly operated to help customers search and purchase products from both offline and online
retailers who are operating in India and are attached to Amazon.Com as well. Junglee is mostly
popular for organizing wide range of lifestyle products and accessories and for providing
multiple buying options to customers. Amazon makes use of proven technologies to help
customers purchase lots of products in hassle free manner.
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This online shopping site is different from other online shopping portals because Junglee only
provides customers with tools that help comparing prices being uploaded by both online and
offline dealers. Here customers have the option to compare product prices following the
dimensions of popularity of the product, its relevance, total market price etc. At present, 1.2
crore products are featured by more than 14, 000 different brands to sell through this website.
SURVEY & OPENION
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UNDERSTAND THE CONSUMER BUYING BEHAVIOUR
I have done a research to understand the consumer buying behavior in the digital era. First, we
can understand consumer buying behavior, Kotler and Keller defined consumer buying behavior
as the study of the ways of buying and disposing of goods, services, ideas or experiences of the
individuals, groups and organizations in order to satisfy their needs and wants‖.
The main motive behind this research is zero moments of truth (ZMOT) of Google. In 2012
Google done a research to understand the change in consumer buying behavior, for that they
have taken samples from U.S, Canada, Mexico, Argentina, Russia, France, Netherlands,
Australia, Poland, Turkey and Brazil. After the research they arrived at a new concept called
‗ZMOT‗, which showing the big change in consumer buying behavior in the digital era.
In past years marketer believed that consumer get two moments‗ to understand a brand.
Marketing efforts at that period will try to create stimulus in customers through advertisements
and this stimulus will lead customers toward two moments‗. At that period one model was
coined by P&G in 2005 and CEO said "The best brands consistently win two moments of truth.
The first moment occurs at the store shelf, when a consumer decides whether to buy one brand or
another. The second occurs at home, when she uses the brand and is delighted, or isn‗t."
STIMULUS 1ST MOMENT OF TRUTH 2ND MOMENT

Let‗s see an example to understand how this model works.
Stimulus is advertisement. Dad is watching a football game and sees an ad for digital cameras.
He thinks, That looks good.
First moment of Truth it will happen in the shopping Shelf. He goes to his favorite electronics
store, where he sees a terrific standup display for that same digital camera. The packaging is
great. A young sales guy answers all his questions. He buys the camera.
Second moment of truth is Experience or Post Purchase behavior. Dad gets home and the camera
records beautiful pictures of his kids, just as advertised. He becomes loyal to the brand.
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Later in 2012 Google coined a model and named it as ZMOT or Zero Moment of Truth. Google
coined this model through research of 5000 shoppers and asked them a simple question, how
many sources of information you will collect before making a purchase decision? The survey
revealed that the average shopper uses 10.4 sources of information, ranging from TV
commercials and magazine articles, to recommendations from friends and family, to websites,
ratings to blogs. ZMOT model of customer buying behavior is like this.
STIMULUS 1ST MOMENT OF TRUTH 2ND MOMENT

Let‗s take the pervious example; dad purchased the camera after see television ad. But now, after
seeing an ad dad will open his laptop and make a search or ask in social networking sites or
visit company site or see customer rating before making an action. Then only first moment of
truth and second moment of truth will come. So presence in digital is important for brands, they
need to use this platform to convince customers.
In this ZMOT report Google is advising brands to go for multi-screen marketing. The reason for
this was 77% of viewers use another device while they are watching TV. So if brands go for
multi- screen it will help to create efficient stimulus in customers.
This is main motive for doing this research; one more thing is there penetration of internet in
India. I already mentioned about penetration of Internet in this report.
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Research methodology
Research methodology is a way to systematically solve the research problem. It may be under
stood as a science of studying how research is done scientifically. It is a system and in-depth
study for any particular subject. Its purpose is to find out answer to questions through the
application of scientific methods. It involves collection, analysis and interpretation of data. It
deals with the application and utilization of data.
Topic
The selected topic for the research is ―Understands the consumer buying behavior in digital
era.
Objectives of the study
Primary objective
 The main objective of the study is to understand the consumer

buying journey in Digital era.
Secondary objectives
 To know affinity in customers for collecting information before pur-

chase.
 To determine out the media, which is most important in creating

stimulus?
 To understand the media consumption.
 To figure out how consumer will purchase a product.
 To understand post purchase behavior of consumer.
Scope
This study is useful for determining the consumer buying behavior. It can able to help brands to
reach their target group through appropriate media. It will present an idea to brands, based on
where to invest in achieve their marketing objectives.
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Universe
Universe means the total population available for the study. In this study, the universe constitutes
all consumer , who have online presences.
Sample
Sample means a representation of the whole universe by a small population. Samples for this
research are under youth and young , who come under 17 to 45 year age groups and who have
online presences.
Sample size
The number of sample units selected from the total population is called sample size. Sample size
selected for this study is 200. Among them 146 are males and 54 are females.
Tools
Tools used for this research is an online questionnaire, which consist of 21 questions.
Data Analysis and Interpretations
How do you get information about new Products?
Other Sources 7%
News 13%
Advertisements 40%
Family 10%
Friends 30%
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Do you Collect information before purchasing the products?
5%
Yes
95% No
What type of information will you collect?
Customer's Experience 21%
Quantity 11%
Attributes 10%
Quality 32%
Price 26%
Interpretation for 1 to 3: Samples are highly information seekers, 95 % of the sample will do
reach before purchase. Only 40% of the samples saying they get to know about a product through
advertisements, 30% get to know from friends and 10% from family. 32% of samples are
collecting information about quality of product the and 26% about price and 21% about customer
experience.
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Did you ever purchase from an online site?
19%
Yes
81%
No
If yes, then what type of product / services did you purchase online?
Interpretations for 4 and 5: 81% of the sample will make online purchases also; mostly they
purchase electronic products, followed by fashion and travel accessories through online.
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Do you watch television?
7%
YES
NO
93
%
Do you watch television programs through online?
47% Yes
53% No
Do you read Newspapers?
7%
YES
NO
93%
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Do you read the News through online?
26%
YES
No
74%
Interpretation 6 to 9:
93% of the samples are watching T.V. 53% of the samples is watching T.V programs through
online portals. 93% are reading newspapers and 74% are reading news papers through online
portals.
Do you have mobile phone or smartphones?
1%
YES
NO
9
9
%
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Do you have a laptop or PC?
Do you have a tablet?
30%
YES
NO
70%
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Do you have an internet connection in any of the above mentioned gadgets?
4%
YES
NO
96
%
When do you use these gadgets?
What you do with these gadgets?
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Interpretation 10 to 15:
More than 90% of the sample have can mobile or Smartphone and laptops or PC. While coming
to tablets it is low, but it doesn‗t mean no one is using tabs. Still, 30% of samples have a tablet.
96% of samples have an internet connection is any of these gadgets, this showing the penetration
of internet in India.
33% of the samples are using these gadgets while they are with their friends. 25% of the samples
are using these gadgets while watching T.V. 42% of samples are using gadgets in office or
college.
21% use these gadgets for chatting, 16% for surfing and 14% for watch videos & games.
Do you ever notice advertisement?
3%
YES NO
97%
If yes, from where?
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Mention one from of media, which you give more importance?
Interpretation for 16 to 18:
97% of the samples are seeing ads, among them 35% of samples noticed ads through online
media, 22% on TVC and 17% on Newspapers.
48% of the samples are saying they have trust in online ads, 34 % are saying they have trust in
T.V.
How do you normally purchase a product?
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After purchase, what type of experience will you share with others?
How will you share your experience with others?
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Interpretation for 19 to 21:
22% of samples will do research on online and purchase from retail shop, 21% of the samples
will do research in mobile and purchase from retail shop. But 19% of the samples will purchase
directly from a retail shop only.
67% of the samples will like to express their experience with others; it may be a nice deal, good
experience or bad experience with product.
37% will share their experience through face to face talk, 32% through social networking sites
and 24% through messaging.
FINDINGS
Customers are highly information seekers. They collect more information about quality, price
and refer customer‗s experiences before purchasing a product.
Advertisements have high impact for creating stimulus in customers. But this stimulus will get in
to action only through opinion leaders.
Consumers have high tendency to go for online purchase. They have high affinity to go online
for electronic products and apparels.
One of the current trends in youth and young are watching the T.V programs via online portals.
May be the main reason is convenience of time, they can watch programs which they had
skipped due to some reasons.
The same thing is happening for the newspaper also, people have more affinity towards online
news portals. Here's the reason may be they can get news updates very early; they don‗t need to
wait for daily newspapers.
In both of these cases, one opportunity is lost for marketer and one opportunity is emerging for
them to reach their T.G.
More than 90% of the samples have a mobile or Smartphone and laptops or PC. 96% of samples
have an internet connection is any of these gadgets.
If we take tablet, penetration is low. But it doesn‗t mean that no one is using tabs. More than
30% of samples have tablet. For brands they are getting three more platforms to reach their T.G
and engage them.
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33% of the samples are using these gadgets while they are with their friends, so just think about
the reach. If one person noticed something which is cool and awesome they will surely
communicate to others.
25% of the samples are using these gadgets while watching T.V; it‗s again a barrier for brands
which use TVC only. 21% of the samples are using this gadget for chatting and 16% are using
for surfing. What they are surfing? It can be about a product, local events or locations...etc.
In this situation, one opportunity is again losing to brands and one opportunity is emerging for
brands to reach their T.G.
More than 90% of samples are noticing ads, among them 35% of samples noticed ads through
online media, followed by TVC and Newspapers.
48% of samples are telling they give more importance to online ads and 34 % of samples give
importance to T.V.C.
From the first part of this research itself, we know that customers are highly information seeker.
It may be the reason for high trust in online ads. They can search for more information after
seeing an ad or online is the only two way communication channel for customers.
22% of the samples do research through their lap or PC before purchasing a product from the
retail shop and 21% do research via mobile.
Most of the Consumer prefer to purchase from a retail shop only, but before going to retail shop
they will seek information about the product through an online platform. Here is actually change
happens in consumer buying journey, early times consumer belief a product only after seeing the
product in a retail shop.
But now customers want to get conviction about a product before going to retail shop. So from a
marketers view they want to convince their customers before going to a retail shop.
Brands want to build a cool presence over digital platforms because the customer will do
research about the product after seeing an ad or after getting stimulated.
Brands are getting more touch points to reach target group in a cost effective manner.
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LEARNING POINTS
“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by Philip

Kotler
Before leaving from IBS, I believed that I am will become a good marketer because I know all
the concepts which I learned from my classrooms. But from the beginning of second week
itself, I understood, marketing is not about concepts it‗s all about the experience.
Strategy is not a rock science
After induction my first assignment was to create pitch presentation for amante lingerie. I start
working on my first assignment, but I don‗t know how to create strategy part. I tried my best, but
I am completely blank. After two days I went to talk with my company guide. He told me this
―strategy is not a rock science you will take some time to create an excellent strategy. But in the
last week of my internship, I accomplished my mission for the 3M Health care & Safety. I made
B2B online strategy for 3M.
Every day same task, but the situations are different
It‗s not only from my experience, but also from my observation. All colleagues are doing the
same type of work, but the situation is different. Sometime they have problem with a client, but
on the next day they problems with vendors or with creative team. While coming to me, my first
month was more concentrated with pitch presentation. Industry or clients are different or
requirements of the client are different, but contents or the flow of pitch presentations are same.
“I don’t know” short sentence, but difficult to tell
Agilent is an American company that designs and manufactures electronic and bio-analytical
measurement instruments and equipment for measurement and evaluation. Once my guide told
me make a presentation based on their products, mainly on Gas chromatography mass
spectrometry (GC & GC/MS Columns). Basically, he wants details about application and
component of this product. This was one of the biggest challenges which I faced in my
internship. Because I am a commerce background student and I don‗t understand the technical
usage of this product and component used to manufacture this product. But I can‗t refuse to do
this because it will affect my image and mark. I took 3 days to study the whole things, before
making the presentation. Finally, I learned you can‗t tell ―I don‗t know‖ in your corporate life.
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Observation is the best teacher
There are lots of situations where I am completely blank and I don‗t know how to do some task.
In those situations I observed my colleagues to know how they are doing it and I understood the
importance of observation.
Go and ask for work
In beginning stage of my SIP, I don‗t have any work to do or they are not giving. First week full
of induction and in second week, first two days I sat idly. I felt that they will not give any work
and my internship is gone. But in next day I went and ask for work. From that moment to last
day, I enjoyed my internship and learned a lot of stuffs.
Work life balancing
This is the most important learning for me. This SIP thought me how to balance your personal
responsibility and professional responsibility together and how to enjoy life even after getting a
job. Working in an agency is not an easy task; the person wants to face a lot of stress and
challenges. I am the only person in my office leaving early, while comparing with others.
Because my colleagues have lots of work, sometime they will leave by late night only. But they
are really enjoying all the moments in their life. They don‗t have any difference between
professional life and personal life.
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CONCLUSION
The successful completion of this project indicates that the future of marketing is in the hands of
digital. Digital marketing is not only concerned with placing ads in portals, it consists of
integrated services and integrated channels. Marketers want to use these components in an
effective way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high affinity
towards digital media than other media‗s. More than that customers are highly information
seekers and digital media is the only platform for two way communication between brands and
customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost
effective and it provide lot of touch points to marketer. Brands can able to engage their target
group in an effective way through digital platforms. Digital media is not only for engagement,
brands can increase their customers or they can retain their existing customers. Digital platforms
help to increase the impact of brand recall in target groups.
The research focused on the consumer buying behavior shows that, consumers are highly
information seeker and they will do research about a product before going to a retail shop. So
brands want to give platforms to consumers to understand their product or to get a really feel of
that brand.
I honestly believe that this project report will be at most useful for marketers to understand the
digital marketing and also to plan for future strategies.
I conclude my research by quoting again that ―Brands can‗t sustain without digital presence.
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Project Report

Ms. Julia Parvin

Sufi Md. Saif Uddin

Subject: Submission of the Project report on ―Digital Media Marketing.‖

3 DIFFERENT WAYS TO MARKET BUSINESS 12

4 SEARCH ENGINE OPTIMIZATION 16

5 SOCIAL MEDIA MARKETING 16

11 THE FUTURE OF INTETRNET MARKETING 24

12 OPPORTUNITY FOR CONSUMER & ALSO 26

13 LIST OF ONLINE E-COMMERCE SHOPPING 29

14 SURVEY AND OPENION 46

16 DATA ANALYSIS AND INTERPRETATION 54

North America 273.8

Latin American/Caribbean 254.9

Oceania/ Australia 24.3

200 400 600 800 1000 1200

Inbound versus Outbound Marketing

Search This is process used to optimize your website so that it appears

Social media marketing is marketing yourself through

Your website is key internet marketing tool used to promote your

What’s the difference between Internet Marketing and Digital Marketing?

Why should I consider marketing on the Internet?

What is viral marketing?

What is social media all about?

What is a smart phone?

Where is it all going?

Search Engine Optimisation

Do not automatically subscribe anybody to a newsletter. This should be an Opt-In ‗process

Other Forms of Internet Marketing

4. Cultivated and proctored communities will start popping up everywhere. The

9.Personal freedom is slowly starting to be articulated as ―personal sovereignty.‖ That

Opportunity for consumer & also for business rivals

Measuring website conservation

Infibeam.com is a growing online ecommerce platform having their own headquarter at

Homeshop18.com is a popular online merchandise catering to fulfill major electronics and

A reputed online shopping retail website having headquarter in Gurgaon, Shopclues.com

CromaRetail.com is one of the recognized top e-commerce websites in India dealing in

SURVEY & OPENION

STIMULUS 1ST MOMENT OF TRUTH 2ND MOMENT

STIMULUS 1ST MOMENT OF TRUTH 2ND MOMENT

Objectives of the study

 The main objective of the study is to understand the consumer

 To know affinity in customers for collecting information before pur-

 To determine out the media, which is most important in creating

 To understand the media consumption.

 To figure out how consumer will purchase a product.

 To understand post purchase behavior of consumer.

Data Analysis and Interpretations

How do you get information about new Products?

What type of information will you collect?

Customer's Experience 21%

Do you watch television programs through online?

Do you read Newspapers?

Do you have mobile phone or smartphones?

Do you have a tablet?

When do you use these gadgets?

What you do with these gadgets?

Do you ever notice advertisement?

If yes, from where?

Interpretation for 16 to 18:

How do you normally purchase a product?

How will you share your experience with others?

“Marketing takes a day to learn. Unfortunately it takes a lifetime to master” by Philip