A study on latest trends/strategies in digital marketing in India.

Yash Toprani
Kewal Suraiya
KES Shroff College, Kandivali (West), Mumbai.
ABSTRACT

As
the
Internet
develops
The
This
Web
to
also
marketers.
addresses
current
academic
discussing
the
implications
research,
of
this
future
study
and
presents
supporting
opportunities
marketers
environment.
into
for
commerce,
apaper
vigorous
it
channel
is
an
important
aspect
tothe
characteristics
electronic
markets.
of
With
Wide
birth
of
the
the
World
witnessed
tremendous
revolution
environment,
in
the
and
media
indicates
that
finally
Despite
come
the
fastgrowing
to
age.
popularity
of
electronic
of
the
many
virtual
companies
market,
on
opportunities
offered
by
still
Businesses,
unknown.
consumers,
government
and
regulators,
face
aWeb,
variety
of
these
questions
nascent
when
markets.
analyzing
The
Web
to
marketers.
This
paper
also
addresses
current
academic
implications
discussing
of
this
the
research,
future
opportunities
study
and
presents
supporting
marketers
environment.

The Internet develops into a vigorous channel for commerce, it is an important aspect to
understand the characteristics of electronic markets. With the birth of the World Wide Web, the
current decade has witnessed tremendous revolution in the media environment, and indicates that
electronic commerce has finally come to age. Despite the fast growing popularity of electronic
commerce and presence of many companies on the virtual market, the opportunities offered by
this new environment are still unknown. Businesses, consumers, government regulators, and
academic researchers face a variety of questions when analyzing these nascent markets. The
paper addresses the opportunities offered by the Web to marketer and also the questions by
reviewing current academic research, discussing the implications of this research, and proposing
areas for future study and presents the opportunities supporting the marketers objectives in the
new environment.

As
into
the
apaper
vigorous
Internet
channel
develops
for
important
commerce,
aspect
it
is
tothe
an
characteristics
of
electronic
birth
of
markets.
the
World
With
Wide
the
witnessed
revolution
tremendous
in
the
media
environment,
indicates
that
and
finally
come
to
age.
Despite
popularity
the
of
fastgrowing
electronic
of
many
companies
on
the
virtual
market,
still
unknown.
Businesses,
government
consumers,
regulators,
and
face
questions
aWeb,
variety
when
of
analyzing
The
these
nascent
markets.
opportunities
offered
by
This
Web
to
also
marketers.
addresses
current
academic
discussing
the
implications
research,
of
this
future
study
and
presents
supporting
opportunities
marketers
environment.
KEYWORDS: Digital marketing, Internet, World Wide Web, Commerce
Introduction

Marketing using electronic media such as the web, email, interactive TV, IPTV and
wireless media in conjunction with digital data about customers characteristics &
behaviors. Past 3 years have been a great journey for India in reference to digital
marketing trends. India is a mobile country and it is growing mobile by the day, with
58% of India users online via their mobiles and a whopping 75% of the rural users
online using their mobile devices. The future of Digital India looks promising with
Government of Indias India Digital Plan 2019. The plan promises that 250k villages
in India will have internet, all public places to have Wi-Fi and every Indian to have a
smartphone device by 2019. In 2010 India started its journey majorly towards
digital marketing, this research study brings to you trending data on how online
marketing in India has changed since and new insights for 2016. The study will also
reflect upon how Digital 1:1 marketing (Email & SMS) is growing rapidly.

Literature review
The purpose of doing research in the area of digital marketing is because it seem
huge, intimidating and growing rapidly. Businesses are looking for clearer picture to
start but do not know where and how to start doing digital marketing. In todays
time, social media channels such as Face book, Twitter, Google and other social

media firms have successfully transformed the attitudes and perceptions of

consumers and in the end helped revolutionized many businesses. This was done
through measurable vast network of customers with trustworthy data with real-time
feedback of customer experiences. It is much more convenient for businesses to
conduct surveys online with a purpose to get relevant information from targeted
groups and analyzing the results based on their responses. Potential customers can
look for reviews and recommendations to make informed decisions about buying a
product or using the service. On the other hand, businesses can use the exercise to
take action on relevant feedback from customers in meeting their needs more
accurately.

Objectives of the study

To study the different option available under digital marketing for promotion
for good and services
To study the growth of Digital marketing.

Hypothesis

Methodology
The data is collected using both primary as well as secondary method. It is very
simple & more specific than explanatory study.
Primary data
Research Surveys are conducted online via google forms from over 32 respondents
using digital marketing stratergies.
Secondary data
Secondary data for the study were collected from the magazines, websites & other
previous studies.
Theoretical base:
Marketing is one of the business function most dramatically affected by emerging
information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet more cost effective
relationships with customers in sales, marketing and customer support. Companies
can use web to provide ongoing information, service and support. It also creates
positive interaction with customers that can serve as the foundation for long term
relationships and encourage repeat purchases. Even cyber shopping allows
customers to sit in the comfort of their homes and purchases their goods. One can
shop any kind of product or service in the mind of the night and from any part of the
world.
DIGITAL MARKETING CHANNELS:

 Social media marketing is the process of gaining website traffic or

attention through social media sites. Social media marketing programs
usually center on efforts to create content that attracts attention and
encourages readers to share it across their social networks like Facebook is
the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the
platform -- and you should be too! In fact, people are 51% more likely to
make a purchase after "liking" a brand on Facebook.
Online Display Ads involves advertising appears on web pages in many
forms, including web banners. Banner ad standards continue to evolve.
Mobile marketing is marketing on or with a mobile device, such as a smart
phone Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services and ideas.
Email Marketing usually involves using email to send ads, request business,
or solicit sales or donations, and is meant to build loyalty, trust, or brand
awareness. Email marketing can be done to either sold lists or current
customer database.

Data Analysis, Results and discussion

1. Do you market your business online?

Yes
8%

No
Sometimes

40%

52%

Only 52% of the survey conducted was doing marketing online regularly while 8%
said sometimes and 40% said that they prefer traditional way of marketing.

2. Via which digital marketing medium, you get a huge response from customer?

Social media
24%

emails
31%

Text messaging
TV Adds

25%

20%

Out of the total people who said yes majority votes went to social media and there
was almost a tie in between TV ads and text messaging of 25% to 24%. And only
20% said they would market through emails.

3. What do you think will be single biggest trend in digital marketing in 2016?

18%

Content marketing
Mobile marketing

42%

Social media

40%

The people thought that the biggest trend in digital marketing is social media is
leading at 42% closely followed by mobile marketing at 40% and lastly by content
marketing at 18%.

4. With the increasing growth in mobile marketing stratergies , do you think of switching over to it?

Yes

24%

No
52%
24%

Maybe

After learning the increasing growth in mobile marketing 52% said that they want to
opt mobile marketing strategies while 24% said that they dont want to switch and
same was for undecided people.

5. Is the digital media and/or your advertising content worthy of being shared via facebook, twitter or other social media?

25%

Yes
No

75%

75% of people said yes that their content was worthy of being advertised on social
media and only 25% said no to it.

6. Does the use of this digital medium drive directly measurable sales?

Yes

33%

No
52%

Sometimes

15%

While 52 % said yes only 15% said no to it and 33% said that sometimes there was
an increase in sales after advertising it digitally.

7. Does the use of this digital medium reduce the need for other more expensive marketing?

23%

Yes
No

77%

While 73% agreed to this digital medium as being able to reduce the need for other
more expensive marketing only 23% said that they still needed more advertising
aside from digital advertising.

Suggestions
While digital marketing is gaining in popularity, the rest of marketing cannot
just stay as it is.
Most of the real sector people actually understanding the value and
opportunities of digital marketing.
Most of the sectors initially opt for the digital marketing channels name
search engine optimization, search engine marketing and social media
marketing and later they will think about other channels which mean these
three channel high acceptance.
Internet is mend for

Conclusions
Although, digital marketing tools and concepts are taking over traditional methods
of marketing internationally, it is still a new field for many professionals. They do
consider it as an important tool for promotion but at the same time concerned about
the issues of privacy and misleading of information of digital marketing. As the
digital revolution has taken place, companies have tended to look at the technology
itself while paying too little attention to its implications for marketing. The world is
slowly shifts from physical to virtual.
The reinvention of marketing requires a re-examination of all the concepts, methods
and practices of marketing to assure their appropriateness for the changing global
digital environment.
Thus it can be concluded that majority of the marketers and retailers prefer digital
marketing than traditional marketing. Many retailers are aware of the new and
latest digital marketing trends, and they bend towards social medias and mobile
marketing for their advertising.

References
http://octaneresearch.in/research/digital-india-state-of-online-marketing-in-india2016/
http://ijepr.org/doc/v2_is2_may13/ij18.pdf

http://shodhganga.inflibnet.ac.in/bitstream/10603/1994/11/11_chapter%203.pdf
https://www.ducttapemarketing.com/blog/tips-digital-marketing/
http://www.clickpointsolution.com/digital-marketing-services.php