A

DISSERTATION REPORT

ON

To Study Trends in Digital Marketing

BY

RADHIKA MANOHAR SONAWANE

UNDER THE GUIDANCE OF

PROF. SANJAYKUMAR PATIL

SUBMITTED TO

SAVITRI BAI PHULE UNIVERSITY OF PUNE

MASTER OF BUSINESS ADMINISTRATION

YEAR 2015-17

FOR

INDIRA INSTITUTE OF MANAGEMENT PUNE

DECLARATION

I, hereby declare that the Project Report entitled To Study Trends in Digital Marketing
written & submitted by me to the Savitribai Phule Pune University in partial fulfilment of the
requirements for the award of degree of Masters of Business Administration under the guidance
of PROF. SANJAYKUMAR PATIL, is my original work and the interpretations drawn therein
are based on the material collected by myself.
Place: Pune Sign :

Date: / /2017 Name: RADHIKA MANOHAR SONAWANE

INDEX

Chapter

Name of Chapter
Page No.

No.

EXECUTIVE SUMARRY
4

INTRODUCTION
5

1.1
Digital Marketing
5

1.2
Digital Marketing trends
6

1.3
Significance of study

RESEARCH METHODOLOGY
9

2.1
Data collection
9
8
2.2
Sources of data
9

OVERVIEW OF DIGITAL MARKETING

10

3.1
Types of Digital Marketing
11

3.2
Digital Marketing Channels
12

3.3
Advantages of Digital Marketing
30

3.4
Monetary term in Digital Marketing
32

DIGITAL MARKETING IN REFFERENCE WITH START-UP

33

4.1
Overview
33

4.2
Current trends among Start-up
34

LEARNINGS
35
9
6

CONCLUSION
35

REFFERNCES
36

EXECUTIVE SUMMARY
Project title:-

To study trends in Digital Marketing

Digital marketing is marketing that makes use of electronic devices (computers) such as personal
computers, smartphones, cell phones, tablets and game consoles to engage with stakeholders. Digital
marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and
social networks.
Indian customers are highly information seekers. They collect more information about a product before
buying it. Internet penetration in India is key player for this phenomenon. Most of Indians are getting
stimulus through advertisements, but they are not reaching to end phase of customers purchase journey,
mainly in high involvement purchases. Brands are getting more touch point to reach their target group in
this digital era. More details about findings are given in this report.

10
 1. INTRODUCTION
Digital marketing is the promotion of business, organisation or brand using channels such as the Internet,
mobile devices, television and radio in addition to using creative online advertising, video, podcasts and
other such methods to communicate your message. Internet marketing in particular plays a huge part in
any digital marketing strategy and is becoming the core of many organisations overall marketing
strategies, particularly with regard to social media and viral marketing.
Digital marketing ecosystem is not only concerned with internet marketing and social media marketing,
in introduction we discussed that people have a belief that internet or social media marketing are same
but not same, be clear from beginning itself. Digital marketing ecosystem consists of internet marketing
and social media marketing. They are just a channels for communication, digital ecosystem consist of
integrating channels and integrating services.

1.1 Digital Marketing:-

Digital marketing can be defined as the process of promoting of brands using digital distribution
channels comprising internet, mobile and other interactive channels. The basic advantage in this form
of advertising lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the
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content via web searches. Web site/blogs and streaming media (audio and video) are good examples of
this. In each of these examples, users have a specific link (URL) to view the content.
Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as the
recipients (the user). Email, blogs ,web-ads are examples of push digital marketing. In each of these
examples, the marketer has to send (push) the messages to the users (subscribers) in order for the
message to be received.

1.2 Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in a more
personalized way. Digital marketing trends that organizations are rapidly embracing include.

1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every four people owns a smart phone, and
one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smart phones in last four years.
Therefore an increased user base accessing the internet via smartphones has prompted many companies
to optimize their online content for mobile devices.

1.2.2 Social media:

Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers by
supplying them with medical and campaign-related information.

1.2.3 Social-Local-Mobile marketing:

The growing popularity of smart mobile devices, increasing location based social activities like
experience sharing, review reading via social media and the evolution of Global Positioning System
(GPS) are helping companies leverage Social-Local-Mobile marketing activities.

1.2.4 Personalized Content marketing:

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Customer engagement, acquisition and retention have all taken on a new dimension with the delivery of
unique, personalized, and relevant messages through identified digital channels. Email is one of the most
preferred marketing channel to broadcast targeted organization messages and campaigns to existing and
prospective customers.

1.2.5 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural data.
Advanced actionable analytics can help organizations define targeted marketing strategies.
Search Engine Marketing (SEM) / Search Engine Optimization (SEO) Organizations are focusing on
SEO efforts and paid search advertising for enhancing the visibility of their products and services.
Websites will be a lot slimmer to enhance user browsing experience.

TITLE:
To study trends in Digital Marketing

1.3 Significance of the study:

This report is completely discussing about digital or new media agencies. There was a time when
Television was the most popular medium for Marketer to promote, spread awareness and generate leads
for their products but now the trend has changed and Digital media has taken its place. Main reason for
this change was
Traditional methods are expensive. Compared to digital marketing channels, you could end up
spending lakhs of rupees more.

Traditional marketing channels fail to provide instant feedback and reports about who saw or
heard an ad, and took action. This data is collected long after the initial ad impression is made
(and still then, the statistics are far from exact numbers).

Digital marketing, on the other hand, refers to marketing methods that allow organizations to
see how a campaign is performing in real-time, such as what is being viewed, how often, how
long, as well as other statistics such as sales conversions.

The digital landscape is moving at a lightning fast pace. Every industry has been affected by the
advances in digital. Digital marketing is an essential part of this for companies who want to utilise
the power of the internet in order to boost business. The tremendous scope of Internet Marketing in
India, we have to understand that marketing through the internet can be an entirely different ball
13
game. In fact it is a potent combination of technology and marketing acumen.

1.3.1 Objectives of the project:

To understand the element in digital media
To study how to increase sales using digital marketing.
To understand the effectiveness of branding through digital media
To understand the effort behind fulfilment of brands objective through campaigns

1.3.2 Scope of the project:

To understand the digital marketing trends.

To understand marketing effectiveness.

The project is an attempt for analyzing best working digital marketing strategies in recent time
period.

14
 2. RESEARCH METHODOLOGY
The research design and methodology is presented as follows:

2.1 Data collection:

The task of data collection begins after a research problem has been defined and research
design has been chalked out.
While deciding about the method of data collection to be used for the study, the research should
keep in mind two types of data viz. Secondary.

2.2 Sources of data

Secondary data.

2.2.1 Secondary data:

Secondary data is collected from already existing sources in various organization broachers & records.
Secondary data for the study were collected from the magazines, websites & other previous studies. To
meet the objectives, the study used qualitative research. The descriptive study was done through review
of existing literature that helped in validation and extraction of the important variables and factors. Data
was collected from secondary sources. Secondary sources were magazines, websites, books, office
executives, and company data.

15
 3. DIGITAL MARKETING

Definition:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name
for marketing activity carried out online, as opposed to traditional marketing through print media, live
promotions, TV and radio advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is
the Internet, and effectiveness of Digital Marketing channels in generating revenue and awareness.
Compared to traditional methods of advertising, Digital Marketing offers rather realistic costs
(particularly important for small- and medium-size businesses and start-ups), accurate targeting and
excellent reporting.

16
3.1 Types of Digital Marketing
In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital
marketing also pull and push are types.
In push digital marketing the marketer sends a message without the recipient actively seeking the
content, such as display advertising on websites and news blogs. Email, text messaging and web feeds
with customized
Contents can also be classed as push digital marketing when the recipient has not actively sought the
marketing message. Push marketing allows you to target your demographics and use your marketing
dollars to promote your product to the people you know are interested in what you have to sell. A push
marketing campaign can be more expensive when it comes to upfront costs, so you really need to be sure
that your marketing is going to reach the right people at the right time. Behaviour targeting is good
example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info graphics and other forms
of visual messaging and search engine optimization (SEO). A pull marketing campaign also includes
public relations or other ways of reaching out to potential or already realized customers who you want to
keep engaged. While a pull marketing campaign can be less expensive to get started, you will incur costs
in other ways. For example, if you are running a social media campaign, you will need to hire someone

17
to manage your social media and respond to people who leave comments or ask questions. Social media
gets people talking and that has a major impact on sales. Pull marketing also requires a greater
investment in time, but it gives you more ability to entertain your customers and educate them about
your company. But don't get confused by seeing Email in push and pull, there is a difference. If marketer
is sending emails with customized content or banners to specific group of customers is push digital
marketing. If marketer is sending emails with the same content or banner to all customers is pull digital
marketing.

3.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page
in a search engine's "natural" or un-paid ("organic") search results. SEO may target different kinds of
search, including image search, local search, video search, academic search, news search and industry-
specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the
actual search terms or keywords typed into search engines and which search engines are preferred by
their targeted audience. Optimizing a website may involve editing its content, HTML and associated
coding to both increase its relevance to specific keywords and to remove barriers to the indexing
activities of search engines. Promoting a site to increase the number of back links, or inbound links,
social book marking, directory submission is the SEO tactic.

2. SEM (Search Engine Marketing):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through optimization and
advertising.] SEM may use search engine optimization (SEO), which adjusts or rewrites website content
to achieve a higher ranking in search engine results pages, or use pay per click listings.
18
 SEM/PAID

SEM/PAID

There are four categories of methods and metrics used to optimize websites through search engine
marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in the search
engines, finding the most relevant and popular keywords for the site and its products, and using those
keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword
analysis and research is the search perception impact. Search perception impact describes the identified
impact of a brand's search results on consumer perception, including title and Meta tags, site indexing,
and keyword focus. As online searching is often the first step for potential consumers/customers, the
search perception impact shapes the brand impression for each individual.

2. Website saturation and popularity, or how much presence a website has on search engines, can be
analyzed through the number of pages of the site that are indexed on search engines (saturation) and how
many backlinks the site has (popularity). It requires pages to contain keywords people are looking for
and ensure that they rank high enough in search engine rankings.

Popularity in their ranking algorithms. The following are major tools measuring various aspects of
saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Market leaps Link
Popularity and Search Engine Saturation.

3. Whois tools reveal the owners of various websites, and can provide valuable information relating to
copyright and trademark issues.

19
2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to
websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is
defined simply as the amount spent to get an advertisement clicked.

With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content
sites commonly charge a fixed price per click rather than use a bidding system. PPC "display"
advertisements, also known as "banner" ads, are shown on web sites or search engine results with related
content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever people may be
surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated
partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-
performance model: If an affiliate does not generate sales, it represents no cost to the merchant.
Variations include banner exchange, pay-per-click, and revenue sharing programs.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an
advertiser's keyword list, or when a content site displays relevant content. Such advertisements are
called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on
search engine results pages, or anywhere a web developer chooses on a content site.

The PPC advertising model is open to abuse through click fraud, although Google and others have
implemented automated systems to guard against abusive clicks by competitors or corrupt web
developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an
advertisement. The basic formula is:

Pay-per-click = Advertising cost Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases, the
advertiser must consider the potential value of a click from a given source. This value is based on the
type of individual the advertiser is expecting to receive as a visitor to his or her website, and what the
advertiser can gain from that visit, usually revenue, both in the short term as well as in the long term. As
with other forms of advertising targeting is key, and factors that often play into PPC campaigns include
the target's interest (often defined by a search term they have entered into a search engine, or the content
of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), and the
day and time that they are browsing.
20
2.1.1 Flat-rate PPC
In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each
click. In many cases the publisher has a rate card that lists the pay-per-click (PPC) within different areas
of their website or network. These various amounts are often related to the content on pages, with
content that generally attracts more valuable visitors having a higher PPC than content that attracts less
valuable visitors. However, in many cases advertisers can negotiate lower rates, especially when
committing to a long-term or high-value contract. The flat-rate model is particularly common
to comparison shopping engines, which typically publish rate cards. However, these rates are sometimes
minimal, and advertisers can pay more for greater visibility. These sites are usually neatly
compartmentalized into product or service categories, allowing a high degree of targeting by advertisers.
In many cases, the entire core content of these sites is paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar advertisers in
a private auction. Each of the bidding advertisers lets the publisher know the maximum amount they are
willing to pay for a given ad spot or keyword. The winning advertisers then pay for each click on their
advertisement, based on the amount they bid. The common practice amongst bid-based PPC websites
such as Google Ad Words, is to charge a small amount more than the next highest bidder.As you can see,
Pay per Click can be a massively effective means of directing targeted traffic to your website, and is
relatively inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers
such as Google or Yahoo, have employed several automated systems to prevent abusive clicks by corrupt
web developers or competitors out to cost you additional money. If used properly, you can find new
customers with ease using Pay per Click. It might also be beneficial to find a reputable pay per click
company to assist you with your campaigns.

3. SMM (Social Media Marketing):

Social media marketing is the process of gaining website traffic or attention through social media sites.

21
Social media marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it across their social networks. The resulting electronic word of mouth
(eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant
messages, news feeds) about an event, product, service, brand or company. When the underlying
message spreads from user to user and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself, this form of marketing results in earned
media rather than paid media.

Social is mainstream
Social media marketing is not the next big thing: it is mainstream.
Consumers are consumed by social in India, especially in urban areas with high internet penetration.
There are presently 134 million social media users in India, up by a huge 26% from last year. Social
media accounts for more than half the time spent online, with users spending 26% more time engaging
with their network than watching television.
Mobile is increasingly becoming the go-to device for consumers, whether for communicating,
consuming content, or online shopping. Smartphone penetration is the catalyst, with 72% of Indias
social media users logging in via mobiles; this is predicted to accelerate further. The younger generation
of consumers (16-to-24-year-olds) has already surpassed this tipping point of social media access via
mobiles.
The numbers on Facebook also reflect the social mobile wave, with more than 80% of users accessing
the largest social platform on earth via their phones. This has big implications for advertisers, wherein
we need to move from mobile optimisation to designing for the mobile first.
3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are participants
rather than viewers. Social media in business allows anyone and everyone to express and share an
opinion or an idea somewhere along the businesss path to market. Each participating customer becomes
part of the marketing department, as other customers read their comments or reviews. The engagement
process is then fundamental to successful social media marketing.

3.2 Facebook Marketing

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. Face

22
book marketing requires a good intellects and unique thinking to make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud that is why make
sure your content should be relevant to your audience and business.

Thumb rules:

Emphasize on visualization. Rich visuals make the best content and the best timelines.
Highlight posts to give them the full width of the Face book container. To make it more
attractive.
PIN posts, these posts stay at the top of the feed promoting posts.
Ensure FB apps have relevant info, your audience is looking for.
Analyse what works, and what doesnt work: Face book Insight. Edge Rank. Social bakers.

3.3 Twitter marketing (A game of 140 characters)

Twitters flexible, real-time platform allows you to get creative and drive results at the same time.
Whether youre looking to drive sales, increase brand awareness or launch a product. Twitter marketing
is not much popular than face book but still it has an impact on audience

The very first thing in twitter marketing you need to understand and learn the twitter terminologies well.
1. HASHTAG

23
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations around a
specific topic. Clicking on a hashtag takes you to search results for that term.
2. MENTION
Sometimes you want to bring a Tweet to someones attention, but you still want all of your followers to
see the message. So instead of a reply, use a mention. Include the @username of whomever you want to
mention in your Tweet, and it will appear in the Mentions section (in the Connect tab). All @username
mentions are clickable and link back to the mentioned individuals profile.
3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and will
show up in your home timeline and the timeline of the person to whom you are responding. The reply
will also be visible in the home timelines of people who follow both you and the person to whom you
sent the reply. Meaning, someone not in the conversation has to follow both of the people replying to be
able to read both sides of the conversation.
4. RETWEET
You can pass along someones Tweet by retweeting it. Just hit the retweet button to send the original
message to all of your followers.
5. LINKS
Twitters link- shortening feature allows you to paste a link of any length into the Tweet box and it will
automatically be shortened to 19 characters. This makes it easier to fit long URLs into the 140 character
limit.
6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something thats really
interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver should be
following each other.
the long shuffle of tweets. Like I said before, this calls for learning to use twitter effectively.
Thumb rules:
Remember, you just have 140 characters to play around. Compose your message within 120
characters or less and leave atleast20 characters so that others can re-tweet (RT).
Utilization of # hash tags Tweets with hash tags get twice the engagement of those
Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash tags and
invite followers to re-tweet.
Posts with images have double the engagement of those without even though users cant see them
until they click on them. It creates an interest among the audience.

24
3.4 Linked In Marketing:

LinkedIn is a business-oriented social networking service. Founded in December 2002 and launched on
May 5, 2003 it is mainly used for professional networking. In 2006, LinkedIn increased to 20 million
members. As of June 2013, LinkedIn reports more than 259 million acquired users in more than 200
countries and territories.
LinkedIn allows companies to create professional profiles for themselves as well as their business to
network and meet others. Through the use of widgets, members can promote their various social
networking activities, such as Twitter stream or blog entries of their product pages, onto their LinkedIn
profile page. LinkedIn provides its members the opportunity to generate sales leads and business
partners. Members can use Company Pages similar to Facebook pages to create an area that will allow
business owners to promote their products or services and be able to interact with their customers. Due to
spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for employee's
recruitment instead using different job portals. Additionally, companies have voiced a preference for the
amount of information that can be gleaned from LinkedIn profile, versus a limited email.

3.5 Pinterest:
It is a visual discovery social network. It is a way of sharing images of anything, from fashion to pets to
pot plants. You can create your own online pinboards to suits any theme and share it with likeminded
people.
Pinterest completely revolves around the premise of being creative and visual. 70% users are female and
aged between 25 and 44. So if you are targeting women pinterest is the right platform. Pinterest is now
one of the top 10 social networking sites tracked by Hit wise.

How brands can use pinterest

Pinterest does not encourage product pushing, this means brands must look at crating boards that are

25
culture and lifestyle related. You can create boards on trends, behind the scenes, preliminary sketches

for products.

3.6 Instagram:

Instgram, the new revolutionary photo-sharing program, making it easier than ever to share your best

pictures with the world. The social media program allow you to upload, add digital filters, and then

post your pictures on your Instagram-feed, as well as other social networking sites. You can connect

your Instgram account with Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account.

This makes it easy to share your pictures on multiple platforms all at once.

When it comes to brands and businesses, Instagram goal is to help companies to reach their
respective audiences through captivating imagery in a rich, visual environment. Moreover, Instagram
provides a platform where user and company can communicate publicly and directly, making itself
an ideal platform for companies to connect with their current and potential customers.

3.7 Google +:

26
Google has described Google+ as a "social layer" that enhances many of its online properties, and that it
is not simply a social networking website, but also an authorship tool that associates web-content directly
with its owner/author. It is the second-largest social networking site in the world after Facebook. 540
million monthly active users are part of the Identity service site, by interacting socially with Google+'s
enhanced properties, like Gmail, +1 button, and YouTube comments. In October 2013, Google counted
540 million active users who used at least one Google+ service, of which 300 million users are active in
"the stream".

3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet after
Google, who owns YouTube. YouTube video watching is a significant activity on the Internet, with over
1 billion visits to YouTube daily and over 100 million videos watched daily. And it's easy for anyone who
sees your video to rate it and share it with his Social Network.

27
3.9 SnapChat: Advertisements with an expiration date
Snapchat took the social media world by storm. It was embraced by the digitally savvy users and thousands,
more like millions of photos, videos and drawings are sent monthly. It was a given that brands and
businesses would start embracing the app as well. If you have never heard of Snapchat, it is a video/photo
messaging app that allows users to take pictures, record videos, add text to images and send them to one of
their contacts.

Very few brands have used Snapchat as a marketing medium, but in 2016 you wont be able to ignore it. The
hook is the time limit to content and the expiration date. You can create integrated marketing campaigns that
offer exclusive content to the younger generation, which is quite difficult to do. Create teasers for upcoming
products/services either with photos or videos that only exist for a few seconds. This creates an exclusivity to
your campaigns, which users love.

4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of
different formats and contains items such as texts, images, flash, video and audio. The main purpose is to
deliver general advertisements and brand messages to the plus 40 million people connected to the
Internet each month.

It is important to choose the right format because it will help to make the most of the medium. It is also
possible to add:

Video

Expendables: flash files that expand when the user interacts on mouse over

Overlays: ads that appear and that it is possible to remove clicking a close button;

Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has realized a
Display Standard Ad Unit Portfolio that works as guideline that can be followed by the creative.

Standard size

28
Universal standard for display ad sizes Page text. There are four dimensions that have been decided as
universal and are respectively:

Banner 728 x 90

Rectangle 336 x 280

Skyscraper 160 x 600

Square 250 x 250

5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process include
Undertake the comprehensive research and analysis the online content.
Track your users actions and opinions about brand.
Reduce your risk of featuring amongst the negative user sentiments.
Enhance your web presence and create positive perceptions.

6. MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing
can plague customers with time and location sensitive, personalized information that promotes goods,
services and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as
"any marketing activity conducted through a ubiquitous network to which consumers are constantly
connected using a personal mobile device".
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the
consumer. SMS initially received negative media coverage in many parts of Europe for being a new form
29
of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however,
as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the
Mobile Marketing industry with several 100 million advertising SMS sent out every month.

6.1Ways of mobile marketing:

Push notifications

Push notifications were first introduced to smartphones by Apple with the advent of the iPhone in 2007.
They were later further popularized with the Android operational system, where the notifications are
shown on the top of the screen. It has helped application owners to communicate directly with their end
users in a simple and effective way. If not used wisely it can quickly alienate users as it causes
interruptions to their current activities on the phone. It can be much cheaper if compared to SMS
marketing for the long run, but it can

Become quite expensive on the short run, because the cost involved in application development. Once
the application is download and installed provided the feature is not turned off it is practically free,
because it uses internet bandwidth only. SMS and push notifications can be part of a well-developed
inbound mobile marketing strategy.

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased. Therefore,
mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. This
allows for direct engagement, payment, and targeted advertising.
There is a lot of competition in this field as well. However, just like other services, it is not easy anymore
to rule the mobile application market.

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D games,
massive multi-player games and social networking games. This means a trend towards more complex
and more sophisticated, richer game play. On the other side, there are the so-called casual games, i.e.
games that are very simple and very easy to play. Most mobile games today are such casual games and
this will probably stay so for quite a while to come.

Brands are now delivering promotional messages within mobile games or sponsoring entire games to
drive consumer engagement. This is known as mobile advergaming or Ad-funded mobile game.

Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an option.
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The Mobile Marketing Association provides a set of guidelines and standards that give the recommended
format of ads, presentation, and metrics used in reporting. Google, Yahoo, and other major mobile
content providers have been selling advertising placement on their properties for years already as of the
time of this writing. Advertising networks focused on mobile properties, SMS resellers and advertisers
are also available. Additionally, web forms on web pages can be used to integrate with mobile texting
sources for reminders about meetings, seminars and other important events that assume users are not
always at their computers. In addition Mobile websites are another aspect of mobile web marketing and
can be a tool than can used to help make purchasing goods and services easier as well as create better
communication opportunities between trades.
QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their phone's
camera, instead of manually entering a URL. The resultant URLs typically include tracking features
which would be unwieldy if typed by the customer. Originally approved as an ISS standard in
1997, Denso-Wave first

Proximity systems

Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines
the Short Message Service - Cell Broadcast. SMS-CB allows messages (such as advertising or public
information) to be broadcast to all mobile users in a specified geographical area. In the Philippines,
GSM-based proximity broadcast systems are used by select Government Agencies for information
dissemination on Government-run community-based programs to take advantage of its reach and
popularity (Philippines has the world's highest traffic of SMS).

Location Based services

Location-based services (LBS) are offered by some cell phone networks as a way to send custom
advertising and other information to cell-phone subscribers based on their current location. The cell-
phone service

provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration
based on the signal-strength of the closest cell-phone towers (for phones without GPS features). In the
United Kingdom, which launched location-based services in 2003, networks do not use trilateration; LBS
services use a single base station, with a 'radius' of inaccuracy, to determine a phone's location. Some
location-based services work without GPS tracking technique, instead transmitting content between
devices peer-to-peer.

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User controlled media

Mobile marketing differs from most other forms of marketing communication in that it is often user
(consumer) initiated (mobile originated, or MO) message, and requires the express consent of the
consumer to receive future communications. A call delivered from a server (business) to a user
(consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by
mobile marketing of consumer controlled marketing communications.

Due to the demands for more user controlled media, mobile messaging infrastructure providers have
responded by developing architectures that offer applications to operators with more freedom for the
users, as opposed to the network-controlled media. Along with these advances to user-controlled Mobile
Messaging 2.0, blog events throughout the world have been implemented in order to launch popularity in
the latest advances in mobile technology. In June 2007, Air wide Solutions became the official sponsor
for the Mobile Messaging 2.0 blog that provides the opinions of many through the discussion of mobility
with freedom. GPS plays an important role in location-based marketing.

7. EMT (Email Marketing):

Email marketing is directly marketing a commercial message to a group of people using email. In its
broadest sense, every email sent to a potential or current customer could be considered email marketing.
It 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 a current
customer database. Broadly, the term is usually used to refer to sending email messages with the purpose
of enhancing the relationship of a merchant with its current or previous customers, to
encourage customer loyalty and repeat business, acquiring new customers or convincing current
customers to purchase something immediately, and adding advertisements to email messages sent by
other companies to their customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customers action with a company. To be qualified
as transactional or relationship messages, these communications' primary purpose must be "to facilitate,
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complete, or confirm a commercial transactions that the recipient has previously agreed to enter into with
the Sender", along with a few other narrow definitions of transactional messaging. Triggered
transactional messages include dropped basket messages, password reset emails, purchase or order
confirmation emails, order status emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered
it. But, due to its high open rates (51.3% compared to 36.6% for email newsletters), transactional emails
are an opportunity to engage customers: to introduce or extend the email relationship with customers or
subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services.

Many email newsletter software vendors offer transactional email support, which gives companies the
ability to include promotional messages within the body of transactional emails. There are also software
vendors that offer specialized transactional email marketing services, which include providing targeted
and personalized transactional email messages and running specific marketing campaigns (such
as customer referral programs).

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate a
promotional message (for example, an announcement of a special offer or a catalog of products).
Companies usually collect a list of customer or prospect email addresses to send direct promotional
messages to, or they can also rent a list of email addresses from service companies, but safe mail
marketing is also used.

7. AIDMA AS AISAS IN DIGITAL ERA

AIDMA widely accepted model describing the psychological process leading up to the consumers
decision to purchase a product. This model is similar to AIDA model. The AIDMA Model was first
advocated by Roland Hall, an American economist, around 1920.
According to this model, there are five key processes: Attention, in which the consumer first notices the
product or advertisement, followed by Interest, Desire, Memory, and Action. This model has been used
extensively in the advertising and marketing industries.

Attracti
Interest Desire Memory Action
on
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AISAS is a process model of consumers purchasing activities in the Internet age. AISAS is a
consumption behaviour model that has been advocated by Dentsu since 2004. It was developed to
observe behaviours based on the understanding that the Internet has become prevalent, and that
consumers now have access to environments in which they can obtain and transmit information
themselves.
In this model, the key processes are: Attention, in which the consumer first notices the product or
advertisement, followed by Interest. After this, the consumer Searches for information, and then makes a
purchase (Action), after which information is shared with others. In comparison to AIDMA, the
psychological process has become more compact, and the Action process has expanded.

Attracti
Interest Search Action Share
on
These changes are shown how presences in digital are important for brands. Brands can able to create
awareness and internet without digital. But it will not lead to action in current scenario. Customers need
more information in present era; they are information seeker and always search for best deal. Brands
cant sustain without digital media.
8. VIRAL MARKETING:
a marketing strategy that focuses on spreading information and opinions about a product or service from
person to person, especially by using unconventional means such as the Internet or email.

Viral marketing depends on a high pass-along rate from person to person. If a large percentage of
recipients forward something to a large number of friends, the overall growth snowballs very quickly. If
the pass-along numbers get too low, the overall growth quickly fizzles.

At the height of B2C it seemed as if every startup had a viral component to its strategy, or at least
claimed to have one. However, relatively few marketing viruses achieve success on a scale similar to
Hotmail, widely cited as the first example of viral marketing.

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9.Video Marketing

Link to extremely engaged audiences with live video streaming (Meerkat & Periscope)

Videos are popular amongst most people and as mobile connectivity and technology improves, it must be an
integrate part of a marketing strategy. Being exposed to thousands of the same ads every day does not leave
any room for mediocre marketing tactics. You need to grab consumers attention and then keep them engaged
for more than a second. But how do you do that?

Its easy, have a look at live video streaming. Brands have been experimenting with ways to incorporate this
into their digital marketing efforts. This tactic will allow consumers to be a part of a brand experience.

Meerkat & periscope are two apps that give you the opportunity to live stream videos from your mobile and
share it with your Twitter community. Its as easy as pressing stream and instantly you are sharing an
experience with your target audience. Users can comment on your videos, and interact with it. Try and come
up with creative ideas to use live streaming. You can use it for New Product Releases, Live Q & A, a
Celebrity Takeover, promoting company culture or a behind the scene look.

10. Big Data

As defined in our question, Big Data marketing applications include market and customer insight and
predictive analytics.

The 3Vs of Big Data show why this is a key trend selected by many, who have experienced the increase in
volume, real-time data and data formats in their business and want to exploit the value to increase sales
through personalisation on websites and through email marketing through predictive analytics - a topic we
have covered many times on our blog. It's also closely tied into machine learning where Big Data is mined to
identify propensity to convert given different customer characteristics and behaviour.

11. Internet of Things (IoT) marketing applications:

IoT is one of the most important marketing technology applications of the last 2-3 years, but it is of most
relevance to devices makers and retailers, so it is relatively high-up in this ranking of priorities.

There are expected to be 75 billion connected devices by 2020, meaning there will be ten times as many
devices able to talk to one another as there will be people on the planet! The implications are huge and far
ranging. All this sharing of data will transform the way we live our lives.

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12. Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to your
audience across multiple platforms. We ensure that whatever we deliver has the highest quality of
experience.Creating integrated campaigns to create brand presence and recall in the mind of your
audience. We help understand the key pain areas of your CRM process and ensure the elimination of
negative impression of your brand across the web.

3.3 Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today.
Organizations of all sizes use the medium to promote their products and services. So well, why do so
many organizations use the medium? Simply put, it is due to the numerous advantages that online
advertising offers. These are discussed in the paragraphs ahead.
Reach
The ability of the online medium to target a certain demographic of users is one of the greatest
advantages of digital advertising. In addition, the geographical reach of the online medium is far greater
than that of traditional media. Its not only cost effective to achieve a wider geographic area but the ads
can also be targeted to the desired audience. For example, if an advertiser is keen on selling his or her
products targeted to a certain demographic of people, it is quite possible through online advertising.
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Digital advertising has matured to the extent that web publishers, media agencies and advertisers
themselves know the optimal ways and websites for a certain category of products or services.

Exposure

Lets face it: with most forms of traditional advertising, the reach was limited. The exact opposite is true
of digital marketing. A businesses name can reach the entire world with one campaign. The reach of the
internet is global, creating infinite possibilities to grow a brand and increase ROI.

Equality

The internet is the ultimate level playing field. The smallest company has the same opportunity as the
largest Fortune 500 company in the eyes of the internet. With a strong campaign and the right goals, any
business can compete in the digital realm.

Measurable Results

The actual results of traditional advertising are hard to determine. The effects of flyers, commercials or
business cards cant readily be quantified. With digital marketing, the results are laid out on the table,
making it easy to see what works, what doesnt and where to invest.

Low Cost

Its not to say that you cant invest a lot of money in a digital marketing campaign, but relatively
speaking, it is much cheaper to get into the game than a traditional campaign. A small amount of money
to start can have a real impact on ROI, making digital marketing a great option for any business.

Interactive and Engagement

The Internet is arguably the most interactive and engaging medium among various others. Interactive
campaigns have become a norm with the power of the online medium. One such advertisement worth
mentioning is the campaign by AXE where the end user could alter the smile of a woman as he/she liked
to i.e. in an interactive framework. The advertisement struck an instant chord with the youth to which
AXE the brand is positioned for Customers are basically just a click away from the advertisers. In other
words, direct response between end users and advertisers is possible through the online medium.
Time
Through the Internet, an advertiser can reach a desired target group or demographic in a much shorter
time frame. For example, if an advertiser needs to plan some sort of ambush marketing, the online
medium can be an effective means of achieving it. Even otherwise i.e. for regular marketing campaigns,
the total time necessary to complete an online advertising campaign is less than that of traditional
advertising methods.

Unlimited Potential

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The exponential reach of the internet makes it possible for any business to explode in a short time with
a digital marketing campaign. The unpredictable nature of the internet combined with the possibility for
something to go viral in a matter of seconds, makes the it the perfect place for a business to advertise.

3.4 Monetary term in Digital Marketing

Cost Per- Action (CPA): Cost of advertising based on a visitor taking some specifically defined
action in response to an ad. Action include such thing as a sales, transaction, a customer
acquisition or a click.

Cost- Per -Click (CPC): Cost of advertising based on the number of clicks received.

Cost- Per-Thousand (CPM): The standard unit for buying or selling Internet advertising. The
thousand stands for thousand advertising impression or views.

Pay- Per- Impression: Online advertising where an advertiser pays a pre-agreed price each time
a user clicks on their advertisement. The cost for the click is often negotiated through auction,
with ad placement determined by the relative size of the bid, as well as other factors.

Pay-Per-Inclusion: Search engine marketing programs that guarantee web site listing for specific
keyword search term for a fee.

Pay-Per-Lead: Paying to acquire leads from an outside party at a set rate or amount per lead.

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 4. DIGITAL MARKETING IN REFFERENCE WITH
START-UP

4.1 Overview:
For startups and young companies with limited marketing budgets, digital marketing is perhaps the only
cost-effective method to get their message out there and build a consumer base. Barriers to entry and
scaling up are miniscule compared to traditional media. In short if its done right, you can achieve a
whole lot on a limited budget, which means it has levelled the playing field between big and small
companies. The challenge, however, is knowing how to do it right.
The space itself, at least in India, is relatively young, so there are limited role models to emulate. Add
to that the different strategies that work (or dont) for B2B and B2C firms, rapidly evolving technologies
and methodologies, and it is only natural that there is no single path that startups can take to achieve
complete success with their digital marketing strategies.
According to Digital India 2016, a report by Octane Research, 80% of Indian marketers believe that
integrated campaigns (email, social, and mobile) can result in moderate-to-significant increases in
conversion rates. And for 58% of marketers, customer acquisition is the primary focus area for this year.
So depending on what a startup wants to achieve, its digital strategy can involve a zillion permutations
and combinations across search engine optimisation (SEO), integrated marketing, content marketing,

lead nurturing, etc. This means businesses need a digital marketing strategy that is in sync with ever-
evolving trends and the changing needs of the organisation, making it all the more challenging.

4.2 Current Trends among start-up:

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1. Expending beyond Google:
Big moves are occurring in online search. New trends include that search will expand beyond
Google search engine. Being a business owner, your goal is always to get more traffic to your
website for more sales and ensure abundant growth. Google can help to bring the traffic at
consistent rate but its also important to go beyond Google for bringing more web traffic. It
means, Startups are considering other online platforms and different practices besides following
Google centric online marketing strategy. For example; Facebook is developing its separate
search engine which will give Startups or businesses online visibility. Different messenger apps
are also available to help small businesses to get connected with the customers instantly in order
to entertain their complaints and other queries.

2. Videos sharing to keep audiences engaged:

Grabbing customers attention is important and video sharing could be very helpful in this. The
apps like Periscope and Meerkat are there that help businesses to share live videos and
experiences with the target group of audience easily. However to ensure effective results one
should be creative.

3. Sharing content widely

Content is king when you are planning a digital marketing strategy! Content sharing helps in
developing links between startups and target audiences and converts them into potential
customers. However for effective results, developing innovative and quality content is very
important.

4. Apps transforming the advertisement world

Apps like snapchat are also used widely for photo and video massaging. By using these apps,
startups can share pictures and videos massages within its network in one go. These apps also
have many other advantages to maintain the exclusivity in every marketing campaign.

5. Adwords mantra
AdWords helps small businesses to reach target audiences easily by running some specific paid
advertisements.
SMS marketing, high use of Instagram, printerest and other platforms take startups close to the
potential customers and thrive fast. Apart from this, paid advertisement option will also help
every business to hit the target audience easily. It means digital marketing gives startups,
entrepreneurs and all small business owners an access of varied online platforms to promote their
products and services at lower budget as per their easiness.

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 5. LEARNINGS

Opportunities for digital marketing in India.

Gain basic understanding of SEO, SEM, SMM, ORM, etc.
Current trends in start-ups.
Enhancing internet marketing channels.

6. CONCLUSION
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.
Brands want to build their presence over digital platform, because customers have high affinity towards
digital media than other medias. More than that customers are highly information seekers and digital
media is the only platform for two way communication between brands and customers.
For Start-ups it is one of the best tool to enhance brand value and business at next level.
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.

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 7. REFERENCES
1. 4aym3ynd-Kstart-Digital-Marketing-Survey-Report-June-2016

2. http://www.conversionadvantage.com/digital-marketing-trends-2016/

3. http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/digital-
marketing-trends-2016-2017/

4. http://www.emarketer.com/corporate/coverage#/results/1290

5. http://digitalmarketingmagazine.co.uk/social-media-marketing/how-fmcg-brands-can-use-
social-to-increase-frequency-of-spend/4055

6. http://www.smartinsights.com/digital-marketing-strategy/digital-strategy-development/10-
reasons-for-digital-marketing-strategy/

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