1.

MARKET

1.1 Meaning of Market: Market means a place where buyer and seller meets together in
order to carry on transactions of goods and services. But in Economics, it may be a place,
perhaps may not be. In Economics, market can exist even without direct contact of buyer and
seller. This fact can be explained with the help of the following statement. "Market refers to
an arrangement, whereby buyers and sellers come in contact with each other directly or
indirectly, to buy or sell goods." Thus, above statement indicates that face to face contact of
buyer and seller is not necessary for market. E.g. In stock or share market, the buyer and
seller can carry on their transactions through internet. So internet, here forms an arrangement
and such arrangement also is included in the market.
1.1.1 Classification or Types of Market: The classification or types of market are
depicted in the following chart.

Generally, the market is classified on the basis of:

1. Place,

2. Time and

3. Competition.

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On the basis of Place, the market is classified into:

1. Local Market or Regional Market.

2. National Market or Countrywide Market.

3. International Market or Global Market.

On the basis of Time, the market is classified into:

1. Very Short Period Market.

2. Short Period Market.

3. Long Period Market.

4. Very Long Period Market.

On the basis of Competition, the market is classified into:

1. Perfectly Competitive Market Structure.

2. Imperfectly Competitive Market Structure.

Both these market structures widely differ from each other in respect of their features, price,
etc. Under imperfect competition, there are different forms of markets like monopoly,
duopoly, oligopoly and monopolistic competition.

A monopoly has only one or a single seller.

1. Duopoly has two sellers.

2. Oligopoly has little or fewer number of sellers.

3. Monopolistic competition has many or several numbers of sellers.

1.2 Marketing Management

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 1.2.1 Definition of Marketing: According to the American Marketing Association
(AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.

1.2.2 Meaning of Marketing Management: Management is the processes of planning,

organizing directing motivating and coordinating and controlling of various activities of a
firm. Marketing is the process of satisfying the needs and wants of the consumers.
Management of marketing activities are Marketing Management. Management Guru Philip
Kotler defines marketing as Marketing Management is the analysis, planning,
implementation and control of programmes designed to bring about the desired exchanges
with target audiences for the purpose of personal and mutual gain. It relies heavily on
adoption and coordination of the product, price, promotion and place for achieving
response: In other words, a business discipline, which is focused on the practical application
of marketing techniques and the management of a firms marketing resources and activities,
is Marketing Management. Marketing Management focuses upon the psychological and
physical factors of Marketing. The Marketing managers are responsible for influencing the
level, timing, and composition of customer demand accepted definition of the term. While the
psychological factors focus upon discovering the needs and wants of the consumer and the
changing patterns of buying behaviour, habit etc. the physical factors focus upon fulfilling
those needs and demands buy better product design, channel of distribution and other
functions. In summary, Marketing in action is marketing Management. Marketing
Management has the responsibility of to perform many functions in the field of marketing
such as planning, organizing, directing, motivating, coordinating and controlling. All these
function aim to achieve the marketing goals.

1.2.3 Following is a brief summary of functions of Marketing:

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1) Marketing Objective: The marketing objectives may be short term or long term and need
a clear approach. They have to be in coherence with the aims and objectives of the
organization.

2) Planning: After objectively determining the marketing Objectives, the important function
of the marketing Management is to plan how to achieve those objectives. This includes
sales forecast, marketing programmes formulation, marketing strategies.

3) Organisation: A plan once formulated needs implementation. Organizing functions of

marketing management involves the collection and coordination of required means to
implement a plan and to achieve predetermined objectives. The organization involves
structure of marketing organization, duties, responsibilities and powers of various
members of the marketing organization.

4) Coordination: Coordination refers to harmonious adjustment of the activities of the

marketing organization. It involves coordination among various activities such as sales
forecasting, product planning, product development, transportation, warehousing etc.

5) Direction: Direction in marketing management refers to development of new markets,

leadership of employees, motivation, inspiration, guiding and supervision of the
employees.

6) Control: Control refers to the effectiveness with which a marketing plan is implemented.
It involves the determination of standards, evaluation of actual performance, adoption of
corrective measures.

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7) Staffing: Employment of right and able employees is very crucial to success of a market
plan. The market manager coordinates with the Human Resource Manager of an
organization to be able to hire the staff with desired capability.

8) Analysis and Evaluation: The marketing management involves the analysis and
evaluation of the productivity and performs mace of individual employees.

1.2.4 Marketing Scope: Some of the most important scope of marketing is as follows:
The scope of marketing deals with the question, what is marketed? According to Kotler,
marketing people are involved with ten types of entities

1. Goods: Physical goods constitute the major part of a countrys production and marketing
effort. Companies market billions of food products, and millions of cars, refrigerators,
television and machines.

2. Services: As economies advance, a large proportion of their activities is focused on the

production of services. Services include the work of airlines, hotels, car rental firms,
beauticians, software programmers, management consultants, and so on. Many market
offerings consist of a mix of goods and services. For example, a restaurant offers both goods
and services.

3. Events: Marketers promote events. Events can be trade shows, company anniversaries,
entertainment award shows, local festivals, health camps, and so on. For example, global
sporting events such as the Olympics or Common Wealth Games are promoted aggressively
to both companies and fans.

4. Experiences: Marketers create experiences by offering a mix of both goods and services.
A product is promoted not only by communicating features but also by giving unique and
interesting experiences to customers. For example, MarutiSx4 comes with Bluetooth
technology to ensure connectivity while driving; similarly residential townships offer
landscaped gardens and gaming zones.

5. Persons: Due to a rise in testimonial advertising, celebrity marketing has become a

business. All popular personalities such as film stars, TV artists, and sportspersons have

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agents and personal managers. They also tie up with PR agencies for better marketing of
oneself

6. Places: Cities, states, regions, and countries compete to attract tourists. Today, states and
countries are also marketing places to factories, companies, new residents, real estate agents,
banks and business associations. Place marketers are largely real estate agents and builders.
They are using mega events and exhibitions to market places. The tourism ministry is also
aggressively promoting tourist spots locally and globally.

7. Properties: Properties can be categorized as real properties or financial properties. Real

property is the ownership of real estates, whereas financial property relates to stocks and
bonds. Properties are bought and sold through marketing. Marketing enhances the need of
ownership and creates possession utility. With improving income levels in the economy,
people are seeking better ways of saving money. Financial and real property marketing need
to build trust and confidence at higher levels.

8. Organizations: Organizations actively work to build image in the minds of their target
public. The PR department plays an active role in marketing an organizations image.
Marketers of the services need to build the corporate image, as exchange of services does not
result in the ownership of anything. The organizations goodwill promotes trust and
reliability. The organizations image also helps the companies in the smooth introduction of
new products.

9. Information: Information can be produced and marketed as a product. Educational

institutions, encyclopaedias, non-fiction books, specialized magazines and newspapers
market information. The production, packaging, and distribution of information is a major
industry. Media revolution and increased literacy levels have widened the scope of informa-
tion marketing.

10. Idea: Every market offering includes a basic idea. Products and services are used as
platforms for delivering some idea or benefit. Social marketers widely promote ideas.
MarutiUdyog Limited promoted safe driving habits, need to wear seat belts, need to prohibit
children from sitting near the drivers seat, and so on.

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1.2.5 Functions of Marketing Management: For most businesses, there are several
organizational approaches to marketing. Market Management, has escalated in the recent
years and continues to grow at a steady speed. Marketing is a contest for grabbing customer
attention and the best will have it. But there are certain functions that marketing is based on
whereby a Marketing Manager can achieve the desired target. Market Management, in
general, as a profession has escalated in the recent years and continues to grow at a steady
speed. Marketing is a contest for grabbing customer attention and the best will have it. But
there are certain functions that marketing is based on whereby a Marketing Manager can
achieve the desired target:-
1) Selling: Selling is a core factor in marketing. The marketer has to come up with
innovative and strategic persuasion for the buyer to actually complete the purchase of the
product. Advertising, publicity and sales promotion are some of the means to enhance sales.

2) Buying: This involves what to buy, quality, quantity, source of purchase, time and place
and price. In business people buy to increase sales or to reduce costs. Purchasing agents are
influenced by quality, service and price. The retailers buy products for resale depending on
the need and preference of their customers.

3) Transportation: Transportation plays a vital role from the starting point of transferring raw
materials for production to delivering the finished product to the consumers. After
considering factors like suitability, speed and cost, the means of transportation is decided.

4) Storage: Products have to be properly protected and stored. The nature of the product
should also be taken into consideration, for example, for perishable goods, storage
requirements are different.

5) Standardization and Grading: Standardization involves establishment of certain standards

or specifications for products based on intrinsic physical qualities of any commodity. Grading
requires classification of standardized products into certain well-defined classes or groups.

6) Financing: Financing involves dealing with capital required to run various facets of the
business. This could include bank loans, working capital, fixed capital, credit and others.

7) Risk: Risk-bearing refers to the financial risk like the possible losses due to a fall in price
and losses from spoilage, depreciation, obsolescence, fire and floods or any other loss. From

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production of goods to its selling stage, many risks are involved due to changes in market
conditions, natural causes and human factors. Changes in fashions or interventions also cause
risks. Legislative measures of the government may also cause risks.

8) Market Information: For business to run successfully on a strong foundation, correct and
timely market information is required. Correct facts can reduce risk resulting in unnecessary
cost reduction. In addition to these requisites, a Marketing Manager should also be familiar
with product planning, pricing, selection of distribution channels, marketing objectives and
strategy. An important element of the marketing managers role which is often neglected is
the process of collecting and analysing data on success. This can take the form of website
hits, sales figures, market share data, customer satisfaction or many other metrics and its
important to record and track these as a core part of the marketing process. Marketing
managers have a diverse and varied job, and promotion should just be one element of the
scope. Championing a marketing focused business structure will provide a greater chance of
success in todays challenging business environment and will lead to a more sustainable
future.

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 2. Internet as a Marketing Tool

2.1 Meaning of Internet Marketing is online marketing using websites, email,

advertisements, videos, and blogs. Social media and mobile marketing could be included in
this, but they are unique enough that they have their own lessons. So, let's focus on the
internet and the ways we can use it to market our goods and services. Internet marketing is a
developing field that keeps marketers on their feet and consumers looking for the best deals.
Now that we do so much online, it's very easy for marketers to learn not only what consumers
want, but how and when they want it. Let's look at different types of internet marketing and
how they are used.

2.2 Types of Internet Marketing:

1. Websites are a vital piece of an internet marketing package. Some websites are set up as
branding sites while others are strictly for direct sales. It all depends on what you are
marketing. For example, Gatorade's website is more about selling the brand than making
online sales. The website presents engaging content to attract consumers, but direct sales are
an afterthought. Once a visitor learns what great products Gatorade offers, sales will more
likely be made during a visit to the grocery store. An example of a website dedicated to sales
is Amazon. When we go to Amazon, we want to shop, and the website guides us into finding
what we need quickly and efficiently.

2. Email remains a very powerful marketing tool. It is content-driven and cost-effective.

Companies tend to use emails to foster relationships with customers by offering special deals.

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Personalized, interactive, and eye-appealing messages continue to grab readers' attention.
There are, however, problems with relying too heavily on email for your internet marketing.
One drawback of email marketing is spam, and no, not the one in the can! Spam is
unsolicited email, sometimes involving the marketing of a good or service, but most often it
is just junk email. Companies are now using opt-in lists to prevent messages from being
tagged as spam. Opt-in email messages are sent out only to those who signed up to receive
them.

3. Online advertisements are usually those boxes that we see running on the edge of our
computer screen. Or, they rudely appear in front of the webpage we are reading. They might
be prompted by a recent internet search or shopping cart addition. So, if you are searching
for new wheels for your vehicle, you will more than likely see an ad for a tire company creep
into your search. The ad may slip into the side of your browser or pop out in front of the
content you are reading. You could see a chat feature come and go or even a ticker showing
customer reviews. If it attracts your attention, the ad has been successful.

4. Videos are funny, scary, informative, and everything in between. They can be created by
professionals as well as amateurs. What a marketer dreams of, though, is a video that goes
viral, one that is distributed quickly and widely. These are often those videos that we take
time to share among friends. But, most videos don't go viral. They are designed as
instructional or entertaining with the goal of distinguishing a brand from its competitors.

2.3 Benefits of Internet Marketing

Internet marketing is important because it aligns with the way consumers make purchasing
decisions. Studies by analysts such as Gartner indicate that increasing numbers of consumers

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use social media and research on mobile Internet to carry out preliminary product and price
research before making final decisions. Internet marketing enables you to build relations with
customers and prospects through regular, low-cost personalized communication, reflecting
the move away from mass marketing.

1) Convenience: Internet marketing enables you to be open for business around the clock
without worrying about store opening hours or overtime payments for staff. Offering your
products on the Internet is also convenient for customers. They can browse your online store
at any time and place orders when it is convenient for them.

2) Reach: By marketing on the Internet, you can overcome barriers of distance. You can sell
goods in any part of the country without setting up local outlets, widening your target market.
You can also build an export business without opening a network of distributors in different
countries. However, if you want to sell internationally, you should use localization services to
ensure that your products are suitable for local markets and comply with local business
regulations. Localization services include translation and product modification to reflect local
market differences.

3) Cost: Marketing products on the Internet costs less than marketing them through a physical
retail outlet. You do not have the recurring costs of property rental and maintenance. You do
not have to purchase stock for display in a store. You can order stock in line with demand,
keeping your inventory costs low.

4) Personalization: Internet marketing enables you to personalize offers to customers by

building a profile of their purchasing history and preferences. By tracking the web pages and
product information that prospects visit, you can make targeted offers that reflect their
interests. The information available from tracking website visits also provides data for
planning cross-selling campaigns so that you can increase the value of sales by customer.

5) Relationships: The Internet provides an important platform for building relationships with
customers and increasing customer retention levels. When a customer has purchased a
product from your online store, you can begin the relationship by sending a follow-up email
to confirm the transaction and thank the customer. Emailing customers regularly with special,
personalized offers helps to maintain the relationship. You can also invite customers to
submit product reviews on your website, helping to build a sense of community.

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6) Social: Internet marketing enables you to take advantage of the growing importance of
social media. An article on the Harvard Business School Executive Education website
highlighted the link between social networking and online revenue growth. According to the
article, a group of consumers that responded most strongly to the influence of social networks
generated increased sales of around 5 per cent. You can take advantage of this type of
influence by incorporating social networking tools in your Internet marketing campaigns.

2.4 Traditional and Modern Marketing: Many new home business owners focus so
much energy on their product and service, not recognizing that success isn't just from what
the business offers, but the ability to reach a market and get them to buy. Marketing is a
crucial element to home business success. Prior to the Internet, marketing, especially to the
masses, was difficult and expensive. The Internet has changed that; however, that doesn't
mean there isn't a place for traditional marketing methods alongside Internet marketing.
2.4.1Traditional marketing: Basically, traditional marketing is the promotional
strategies used prior to the Internet. It includes a multitude of marketing tactics such as direct
sales, TV, radio, mail, print advertising (i.e., magazines, coupon books, billboards. etc.), and
printed promotional materials like catalogues or brochures (often referred to as collateral).
Pros of Traditional Marketing: Even in the internet age, there are good reasons for
employing old-school marketing strategies, including:

Traditional methods may be the only means of reaching your particular group of
consumers. For instance, if you are interested in targeting retiring CEOs, much of this
demographic isnt utilizing the internet or social media channels.

Person-to-person selling is considered by many a strategy of traditional marketing.

There is definitely a time and place when this type of direct selling is the most
effective way to market a product or service. For example, through person-to-person,
you can do demonstrations. Further, many customers and clients prefer to do business
with people they're in in-person contact with.

Tangibility. Traditional marketing offers hard copy material. There is something to be

said about handing a consumer some tangible printed material they can flip through at
their leisure. This makes it easy to provide information on the go, such as handing out
a business card or to have something at in-person events, such as speaking
engagements or trade shows.

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 Cons of Traditional Marketing: While traditional marketing can be effective, it's
not without drawbacks or limitations, such as:

Expensive and Cost Prohibitive: Purchasing advertising for TV, radio, or print can be
very expensive to many home-based business owners. Printing hard copy brochures,
business cards, and mailers is costly, and those expenses increase if you're mailing
them through direct mail. Television and print advertising can also be very expensive.

Difficult to Track Results: Traditional marketing is a lot like throwing things against
the wall and hoping they stick. It is tough to track real quantitative results.

Usually Requires Outside Help: Printing materials, buying media and creating radio
advertisements all require hiring outside help, such as graphic designers or script
writers, which adds to costs.

Forced, one-way message marketing: Traditional marketing is usually forced upon the
consumer, often annoying them. Many people don't like their mailboxes loaded with
"junk" mail. Internet recording has made it easier for television viewers to avoid
commercials.

2.4.2 Modern marketing: Modern marketing is the process of promoting your product
or service online. Modern marketing isn't limited to online businesses, such as a mommy
blogger. Even brick and mortar business can, and should, use the Internet for marketing
purposes. Internet utilizes strategies like website creation, search engine optimization (SEO),
banner ads, social media, pay-per-click advertising and email marketing.

Pros of Modern Marketing: Modern marketing has made reaching a wider market
easier and more affordable. Other benefits include:

Results are much more measurable. You can see what methods are leading to sales
and which aren't, so you can focus your efforts on what works.

Decisions can be made using both real data and qualitative results.

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 The ability to drill down into your demographics to accurately reach your target
market. This allows you to target sub-groups for more effective marketing messages
to increase response.

Social media, which is essentially word-of-mouth marketing. Social media allows you
to directly communicate with groups or even individual consumers. It's free, allows
you speak to your market, and provides quick feedback on what's working and what
your market likes.

Inexpensive. Some marketing methods are free.

Data and results are available immediately. This gives you quick feedback on what
works and what doesn't so you can adjust your marketing.

Accessible to any size business.

No need to hire outside help. Many online marketing strategies can be easily
implemented by a one-person home business.

The ability to build direct relationships with your customers via social media and
communities.

The ability to make marketing message changes on the fly.

Cons of Modern Marketing: While the Internet has made marketing easier, it's not
without its challenges, such as:

A reliance on customers being highly interactive on the internet. If your market isn't
online, it's not the most effective way of marketing. With that said, Internet use
continues to rise, and eventually, will be common with nearly all consumers.

Can be highly demanding on your time. Continuous content must be created, edited,
approved and published; comments must be responded to and sites and pages must be
maintained. And then there's social media, which can take an inordinate amount of
time.

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 The ability to mismanage or be inconsistent in your brand identity in forums, blogs,
social media etc. Successful online marketing requires consistency across all your
marketing platforms.

2.5 7 Ps in Your Internet Marketing Plan : The 7 Ps are very

important in Internet marketing and can make a big difference in a
successful online business. The four P's - Product, Price, Place and
Promotion have long been associated with marketing, but things have
changed on the Internet. So along with a change in the nature of the four
Ps there are three new Ps which are relevant to the internet marketer

1) The Product on the Internet usually changes form online, and the user experiences it
electronically, in the form of text, images and multimedia. Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse through.
Technology allows the user to virtually touch and feel the product on the Internet - rotate it,
zoom in or zoom out and even visualize the product in different configurations and
combination. The example of the above can be seen at dell.com where the company offers the
user to virtually feel every aspect of their product before they go into a buy decision. Content
and software are two avatars of digitized products that can be even distributed over the
Internet. On the Internet, E-marketing will be based more on the product qualities rather than
on the price. Every company will be able to bring down the cost of its products and hence
competition will not be on price. It will rather be on the uniqueness of the product. To be able
to attract the customers and retain them, the company will have to provide nouvelle and
distinct products that forces the net users to purchase and come back for more.

2) The Price has been drastically changed over the Internet. It lets the buyer decides the price.
Also it gives the buyers information about multiple sellers selling the same product. It leads
to best possible deal for the buyers in terms of price. A website named Priceline.com is
extremely popular as its compares the price of many airlines and offers the least price to the
buyer. The very famous bazee.com now known as ebay.in follows the same principles.
Pricing is dynamic over the Internet.

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

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directly. The elimination of the intermediate channel allows the producer to pass the reduced
distribution cost to the customer in the form of discounts. Dell Computers have used this
strategy very effectively and hence they have been able to reduce their prices of their laptops
drastically and reaped huge profits.

4) Promotion is extremely necessary to entice the customer to its website, as there are
currently more than one billion web pages. Promoting a website includes both online and
offline strategies. Online strategies include search engine optimization, banner ads, multiple
points of entry, viral marketing, strategic partnership and affiliate marketing. Presently, the
cyberspace is already cluttered with thousands of sites probably selling similar products. For
the customers to know of the Companys existence and to garner information on the kind of
products or services that the company is offering, promotion has to be carried out. There can
be traded links or banner advertisements for the same. Also the traditional mediums like print,
outdoor advertising and television can be used to spread awareness. Email campaigns and
spamming the Chat rooms on almost every server has been exploited to the maximum for the
cause of promoting their website.

5) Presentation of the online business needs to have an easy to use navigation. The look and
the feel of the web site should be based on corporate logos and standards. About 80% of the
people read only 20% of the web page. Therefore, the web page should not be cluttered with
a lot of information. Also, simple but powerful navigational aids on all web pages like search
engines make it easy for customer to find their way around. The principle of K.I.S.S (Keep it
simple stupid) is the most important factor that has to be considered while presenting the
online business.

6) Processes Customer supports needs to be integrated into the online web site. A sales
service that will be able to answer the questions of their customers fast and in a reliable
manner is necessary. To further enhance after sales service, customers must be able to find
out about their order status after the sale has been made. For e.g. FedEx (www.fedex.com),
the overnight Courier Company allows its customers to keep track of the parcel and they are
well informed about the present whereabouts of their package. Similar variants have been
used by the Govt. of India for its Speed post and Registered Ad services where you can keep
a track of your post by entering the code that has been issued to you.

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7) Personalization using the latest software from Broad-Vision and others, it is possible to
customize the entire web site for every single user, without any additional costs. The mass
customization allows the company to create web pages products and services that suit the
requirement of the user. A customized web page does not only include the preferred layout of
the customer but also a pre selection of goods the customer may be interested in. For e.g.
Yahoo! (www.yahoo.co.in) entered the Indian cyberspace and started its personalized
services. A registered user of Yahoo can now personalize the front page with all the
information he needs. He can read the news of the world, add a tax calculator, see the weather
forecasts of his city and listen to his favourite songs and all this simultaneously
.
2.6 Internet Marketing Strategies: As internet marketing is becoming more and more
necessary for a company, not understanding the best way to drive your business forward can
really hurt your chances of success. If you are looking for a way to improve your internet
marketing efforts, here are 10 of the highest performing strategies that can bring more people
to your website, allow you to connect with new or returning customers, and create an internet
marketing strategy that works.

1. Use the Right Web Design: We dont often think about web design as a marketing tactic,
but it can influence the amount of time and attention a user will spend on your page. Your
website is the centre of all your internet marketing efforts, so if your page is not clean, easy to
read, and interesting, it wont matter how much time you put into strategy development
youre still going to lose customers. Create a website that is up-to-date, attention-grabbing,
and most of all, mobile friendly.

2. Utilize Search Engine Marketing and Optimization: Search engine marketing

and optimization allow your name and website to appear on a list of search engine results.
With a strong SEO strategy, your company website will become associated with the keywords
used to find your services. This increases your chances of being the company an individual
chooses to work with when selecting a company that offers your services or products.

3. Utilize Affiliate and Associate Programs: An affiliate or associate program doesnt make
sense for every business. However, if you do use these, you can quickly see your marketing
efforts improve without needing to do much yourself. With an affiliate program, people who

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believe in your company can share your information and grow your market on a commission-
based platform.

4. Use a Coach or Consultant: If youre not an expert in internet and internet marketing, ask
someone who is. There are hundreds of internet marketing coaches and consultants available
to you, many of whom can give you a consultation about what you should change to see
success. For small business owners who need to focus on other business systems, a coach or
consultant can be extremely helpful.

5. Use Email Marketing: It isnt enough to just send out emails. You will want to consider
various email lists that cater to the specific needs of each individual and can present a
personalized approach to your campaign. Take a hard and clear look at the purchasing habits
of your customers and use that information to develop your strategy.

6. Use an Opt-In Email List: An opt-in email list allows customers to come to you and sign
up to receive email campaigns and correspondence. This allows you to connect with new
customers or clients.

7. Use Articles or News Stories: Having your name and information listed in other locations
on the web can help you grow your company and business. This makes your name visible in
an area where customers and clients are already looking and also allows you to become a
trusted source of products or services.

8. Write Online Press Releases: When you use online press releases, youre getting your
information out there in a formal setting. This allows newspapers, blogs, or other media
sources to see your information and write posts about your company without you needing to
put in the effort to connect and claim a story.

9. Use Contests and Giveaways: People love contests and giveaways. Anytime you can
encourage marketing from your customers in exchange for a free product or service, you will
usually see a surge in purchases or connections.

10. Maintain a Blog: Your blog should be used for a number of reasons, including allowing
you to consistently post new keywords and optimize your search engine strategy. More than
that, your blog becomes somewhere you can offer advice, share bits of information, and
really connect with your customers. A lasting relationship begins with trust and your blog is a

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great way to build that. A strong online marketing strategy will help you to boost your
business and start seeing more customers, connections, and clients. These 10 strategies have
been proven to help companies gain new exposure.

Which Type of Marketing Is Best?

Too businesses rely on one form of marketing over the other, in the belief one is better than
the other. While one method might be effective at bringing results, that doesn't mean
integrating other options can't be as effective. For example, a television ad might pull in
many prospects, but so too could that same ad on YouTube. The question isn't really what
type of marketing is best, but instead, it's what type offers the best way to reach your market
and get them to buy. Odds are there are strategies in both traditional and Internet marketing
that will work. Because of the affordability and effectiveness of Internet marketing, experts
have suggested applying the 80/20 Rule to your marketing mix. Invest 80% of your
marketing time and dollars into Internet marketing and 20% into traditional marketing. In the
end, the decision is up to you. Incorporating market research into your marketing plan will
help you determine how your target market will best be reached.

Why Internet Marketing Is Important?

There's no more stopping the Internet. You can't deny that it has become a part of many
people's lives and many are foregoing other traditional media for the internet. More and more
people getting their information and other requirements online so it only makes sense for
businesses to use the internet as a marketing tool. The internet can be one of the most
efficient and cheapest ways to promote your company and products. Print advertising is one
of the most expensive advertising media available to businesses. Print media includes
newspapers, magazines, phone books and journals. Because of the increasing costs of print
media production, print advertising fees can be exorbitant. TV and radio advertising can
reach a wider audience but just like print advertising broadcast media advertising fees are
expensive. With the Internet, promoting a business can be done for a shoe-string budget.
Aside from cost-efficiency, one advantage of online advertising is that there many creative
and efficient ways to advertise online. The Internet is much more flexible tool than print or
even broadcast media. Aside from static ads, you can create active ads with sounds, motions,
etc. You can also have links and create interactive advertising features. There are many
creative ways to highlight your products online and they are often much more affordable than

19
creating advertising for TV. There are also a number of cost-efficient ways to advertise
online. One method is to sign up for a cost-per-click scheme which means you only pay for
every valid click to your ad or your link. With this scheme, you don't have to pay for the ad
placement unless someone actually finds an interest on your ad and clicks on it. The most
important reason why businesses should consider using the internet as a marketing tool is
because it is here to stay. In the next few years, millions more will get connected to the
internet, it will become an even bigger force and many more people will look and find what
they need online. The internet has allowed people to communicate instantaneously to
anybody around the world and it has changed the way people got their information. It has
even changed the way people shopped. It will continually change the way people lead their
lives in the coming years. The internet is continually breaking barriers every day. In the
future, it will become an even more essential part of people's lives so it's only sensible for
companies to utilize this modern communication tool to their advantage. With the internet
anyone can reach anybody from anywhere practically for free. A small home-based company
can reach a potential business partner, a client, a supplier who lives half-way around the
world. There are no technologies available yet that has the same reach as the internet.
Whereas before it would cost an arm and a leg to communicate with someone from another
continent, now it is has become affordable. Aside from the distance, the internet also allows
entrepreneurs to reach more people for less money.

2.7 Electronic marketing: Electronic marketing, or e-marketing, is

the use of electronic media and applications to conduct marketing
research and communication activities. The term electronic
marketing initially served as an extension of "Internet marketing" to
address the growth of mobile technology and internet applications used in
marketing. Online marketing is still a major element of electronic
marketing. Companies build and maintain websites to promote business,
products and services. They also buy ad space on other publisher
websites and on search engine portals. Search engine optimization and
blogging are also common Web-based components of electronic
marketing. Email marketing is another prominent component of electronic
marketing. Companies develop contact databases internally or acquire
contact lists from third-party providers. They distribute promotional
messages or periodic newsletters to maintain relationships with customers

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and to drive sales of products and services. Wireless communication
programs and customer relationship management are other important
strategies in an e-marketing program. Mobile marketing is the use of
internet applications and text messaging to communicate with opt-in
customers. CRM programs are based on database technology used to
collect and analyse customer data and then prepare targeted marketing
campaigns. Social media marketing is also a significant e-marketing
component. This strategy involves the use of various tools to engage
target audiences in real-time, interactive dialogue.

2.8 Internet Branding: Internet branding is one strategy that business

owners can employ to establishing their position in the marketplace. Even
well-established companies are investing on creating an online brand
reputation since internet branding strategies have also produced massive
impact on a brand's effort to expand. This is most important these days
wherein the internet has taken on a significant role in the everyday lives
of the consumers. Hence, you need to utilize it as one of the means that
you can communicate your message to them. With internet branding, you
are basically utilizing the tools provided by the internet as leverage to all
your marketing efforts. The objective with using the internet as a medium
for promoting your brand works the same way as any other branding
methods, which is to increase the demand for the products in your brand.

2.8.1 Importance of Internet Branding: Every business owner is aware of the

benefits that a good brand can make for your company. Since the brand is basically what
distinguishes you from any other companies that offer the same product or service, you must
execute your branding strategies properly to produce the results you want. Take a look at
some successful brands in the industry, which have become so distinct to the point wherein
their names have been associated with a certain product. This is what business owners must
try to aim for. In business terms, this is referred to as brand positioning. It establishes the
main locus of your product to the target market. Therefore, you will be utilizing the specific
features that make your product distinct from the other and use that as a focus of your
message in the internet branding effort. Indeed, product differentiation and product
positioning are closely linked to one another. These are two basic ploys that you can utilize in

21
your internet branding strategies to "own" a segment of the market and produce a loyal
customer base from that.

Is It Worth Investing In?

Several companies and brands have worked so hard on establishing their brand and yet they
fail to look into the possibilities of producing an online brand. Hence, they lose that
advantage to other brands who worked on appealing to the consumers and making their offer
known. However, if you opt to embark on an internet branding strategy, you must not also
neglect the positive value or message that you are trying to impart with regards to your
company. To sum it up, a good internet branding strategy is worth your investment. So, don't
just go right into an online campaign for your brand. It must be something that is a product of
your thorough evaluation and planning.

2.9 Internet Advertising:

It is dynamic with multimedia- supporting text and graphics video sound all together.
Space is a problem, as regards size of the banners etc.
A web page would be 91% editorial and 9% advertising.
Invokes immediate action as you at-least need to click on the ad.
First response is immediate as when the user clicks, the person is directed to other
web page with more details.
The user has high attention level and concentration while using the net, and hence
they notice the ad. (please refer the chapter)
This can be much focused.
Advertisements catch users when they are on the lookout for something. For example
the search is for travel on a search engine there are ads of travel agents on the net.
Thus we see that advertising is changing and so are the rules for advertising on the internet.
So while designing or formulating any advertising strategy for a brand on the internet a
manager has to take in to account factors like:

1 The Internet has made a huge impact on advertising. Companies should be careful as
regards joining the IT bandwagon. They should not advertise on the net just to project
themselves as a techno savvy company or maybe because their competitor is doing

22
 the same thing. It should be a well-planned campaign full of specific information and
attention catching.
2 The 'net' charges are on the higher side (though there has been a steep decrease in the
rates in the last few months). Hence people would be wary of the fact that ads
consume a lot of online web time and hence they avoid clicking on average ads.
Therefore, advertises should be designed in such a fashion that they attract attention
and induce people to click on the net.
3 One more thing would be to generate 'search' specific advertising. This would mean
that if I give a search for books on the search engine, the ads displayed would be
related to the books.
4 Generally, people perceive the ads to be time consuming and full of unwanted
information. Care should be taken to design the ads in such a way that the information
they provide or the hyperlinks they provide to a site gives adequate and specific
information.
5 The ads and the subsequent information on the web site should be constantly updated
and highlighted in the ads and thus induce repeated clicks on the ad.
6 Last but not the least; the ads should be designed so as to attract attention of
maximum number of people and inducing them to click, failing to do so the advertiser
ends up defeating his own purpose.
How to Choose Best Internet Marketing Channels?

The traditional way of marketing brands, products and services make use of either indirect or
direct methods of reaching out to targeted customers. These methods are clear-cut and very
straightforward you just need to invest money, perform a set of actions, and get results. The
business and marketing landscape have drastically changed in recent years however.
Traditional methods that were effective before may not be as effective in this current market
powered by the complexities and the vast wealth of opportunities by the Internet. That is
why it is very important that your brand and business establish and maintain a very strong
online presence to be competitive enough to reach out to targeted audiences. A Traditional
marketing rule does not necessarily apply in current scenarios. However, there are new
markets and new doors of opportunities made available that are only accessible through
internet marketing channels. But with several Internet marketing tools available, which
among these tools are the best and are worthy enough to focus on while they bring you steps
closer to your business goals? The answer will depend largely on the type of business you

23
have and the kind of customers you are targeting for. Not all of these internet marketing tools
are applicable or will work with your business. You need to perform a carefully planned set of
actions that will enable you to learn, test and measure the results and performance of the
internet marketing tool or tools that you have in mind. In this regard Internet Marketing
Philippines shares these guidelines that can help you in your quest of identifying the best
tools available to market your brand and business

2.10 Popular Internet Marketing Channels: Before you can actually

start in the selection process to identify the best internet marketing tools,
you must first learn and familiarize yourself with the various channels that
are available at our disposal and you can start with this list below:

1. Email Marketing: When business perform lead generation and other

marketing strategies, they collect contact information like phone numbers
and email addresses from potential customers, including permissions to
send them updates and other information through email. Email marketing
is one of the most effective internet marketing channels that can give
businesses and ROI of up to 4,300%. Many businesses with in-house
internet marketers use email marketing, with up to 66% rating this tool as
excellent for delivering ROI. This is why up to 56% of business highlighted
that they are planning to increase email-related marketing activities by
2014. Examples of emails sent include emails for brand building,
conversion, and newsletters.

2. Pay-Per-Click Advertising (PPC): Paid advertising channels like Pay-Per-

Click advertising deliver highly targeted traffic of potential customers
within a very short period of time. This method however is driven by home
much you are willing to invest in bidding and placing ad placements, as
well as how much you are willing to pay for acquiring one customer. Still,
your advertising budget is still within your control, enabling you to set how
much you have to spend for a day, a week or a month running your PPC
ads. The effectiveness of PPC ads rely on how well you choose your
keywords for targeting potential customers as well as optimizing the visual
and contextual information in your ads. For anything there is they want to

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know or are searching for. In fact, up to 93% of online experiences
happening to these people usually begin by using a search engine. People
use search engines to look for information about a brand, product or
services, and up to 59% of search engine users each month find a local
business to satisfy a particular need. SEO involves several activities like
keyword research, making use of on-page and off-page optimization,
linkable assets creation, organic link building and other related activities.

3. Search Engine Optimization (SEO): Almost all people using the Internet
are familiar and are making use of search engines to look people visit
blogs, forums, and other websites that are interesting or useful to them.
Internet marketers can reach out to these potential customers by placing
relevant display ads on these third party sites. These include banners,
boxes, interactive ads, video ads, interstitial ads, overlays and other
similar ads that are linked to a landing page or website.

4. Display Advertising: Display advertising creates greater brand

awareness as well as generates highly targeted traffic that may convert
into leads or sales. Payments for these display ads are usually based on
Cost-Per-Impression (CPM) which is usually more cost-effective compared
to the Cost-Per-Click (CPC) scheme typical of PPC advertising.

5. Social Media Marketing (SMM): Social media is definitely one of the

most phenomenal things to happen in the internet arena that business
owners and internet marketers can leverage on to create brand awareness
for their products and services. Through Social Media Marketing (SMM),
internet marketers can reach out to highly target potential customers
through direct and person-to-person engagement. The number of social
media users continues to grow each day and is expected to increase by up
to 26% more this 2015. Businesses and internet marketers continue to
ride the bandwagon and more than 50% are planning to increase their
SMM budgets this year. Internet marketers however should select the
most appropriate social network to promote their kind of business to a
particular kind of targeted audience. A simple guide is listed below:

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 Facebook You can reach out to almost any kind of general consumer, you just need to
learn in what groups and pages your targeted customer stay frequently go to at Facebook.

Twitter If youre trying to develop a new business and would want to reach out to early
adopters, then Twitter may be for you, particularly in generating fast brand awareness.

LinkedIn Reaching out to professionals, business owners and other Business-to-

Business (B2B) leads and targeted customers, then LinkedIn would be the perfect social
network for you.

Google+ This is another good social network for reaching out to early adopters of new
businesses as well as reaching out to the B2B and general social media user. Business
owners should on however learn how to make a good presence at Google+ as this may be
a great factor that will influence how SEO will behave in the near future.

Pinterest This social network is great if youre focusing on visuals for promoting your
brands and products. Majority of users are also women so if these are your market, then
SMM Pinterest will be good for your business.

6. Content Marketing: Content is at the heart of every internet marketing campaign and is the
one major element that will remain constant despite the many changes that occur in the
marketplace. With good, high-quality and very relevant content, your website and other
Internet marketing real estate will generate considerable inbound traffic from highly targeted
audiences all of which can be potential customers. Up to 73% of internet marketers in the
B2B arena are increasing content marketing activities this 2014. Content includes text,
graphics, videos, and other related materials people are looking for and are very interested in.

7. Affiliate Marketing: If you need to reach a wider and more global audience, you need not hire
someone from other locations. All you need to work with are affiliate marketers who can do the job
for you for certain percentages in commissions when they sell your products a perfect example of
the pay-per-performance online business model. Global e-commerce sales exceeded 1.2 trillion
dollars last 2013 according to e Marketer, with affiliate marketing doing its share to boost this market
up. Forrester on the other hand predicts affiliate marketing to reach levels of up to $4.5 billion by the
year 2016.

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8. Online Public Relations: Online PR can be considered a part of Content Marketing in
general for the main principle is to create promotional content that will be used for generating
branding and creating traffic through exposure in online PR networks. Some of these
channels are free to join while some require some joining/subscription fees before you could
publish press releases.

2.11 Primary Considerations in the Selection Process in Internet

Marketing: The internet marketing channels listed above are available
for business owners to use independently or as part of an overall internet
marketing campaign. The key here is to plan your campaigns well by
taking careful considerations of some vital aspects as will be discussed
below:

1. Define your primary company goals for using Internet

Marketing channels: Some of these goals that your business may be
rooting for include:

Brand Awareness This includes greater company or product name recall as well as
familiarity with your business, brand, products and services. If this is your goal, you
should make use of internet marketing channels that provide strong brand awareness and
development like the following:

1. Social media channels particular Twitter, Facebook and Google+.

2. Engaging with targeted audience through social channels.

3. Channels that promote visual elements like Integra and Pinterest.

4. Channels that promote video materials like YouTube and Video.

5. Promotional campaigns with coupons.

6. Joint venture marketing projects with other online businesses.

7. Participating in online and offline events.

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 Sales Generation Most businesses market their brands, products and services to
generate sales through online channels. More and more people are getting comfortable
with the concept of e-commerce and are now more open to the idea of purchasing
products through online means. If you have an online store, and e-commerce site, or have
products and services to sell online, the following channels can be used for internet
marketing:

1. Amazon Resellers

2. Facebook Storefront

3. Google Shopping Feeds

4. Google Search Network

5. Google Display Network

6. Affiliate Marketing Networks

7. others

Lead Generation Many businesses make use of internet marketing mainly to generate
leads and connect with potential customers. Generating leads for them is just the first step
and they will follow through by communicating directly and engaging with these leads.
Internet marketing channels that are good for lead generation includes:

1. Search Engine Optimization (SEO)

2. Pay-Per-Click Advertising

3. Display Advertising

4. Google Search Network

5. Blogging and other content marketing channels

6. Email marketing

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 7. others

Educate Potential Customers Some businesses involve relatively new products and
services that are very promising in their potential but still do not have an established
market segment that are familiar or even knows that the product already exists. Internet
marketers in this segment should go for educating their targeted customers first,
particularly in making them realizes the importance of the products/services and the
problems that they can resolve. Blogging, press releases and content marketing will be
ideal for this purpose.

Generate Traffic Many websites do not really have something to sell and may in fact
give away information and other materials for free. Many of these sites however are
publishers of online contextual and display advertising as a way of monetizing their sites.
In order to generate revenue from these ads, websites will need a considerable amount of
raw traffic that will click on these ads. Internet marketing channels appropriate for this
include SEO and content marketing.

2. Define your budget allocation: Defining what internet marketing channels to use will also
help identify the budget that you will set aside for pursuing these campaigns. Budget
allocations may include the following:

Fees for internet marketing manager and staff

Paid advertising budgets

Payment for content creation services

Fees for graphic artists, photographers and videographers

others

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3. Identify Your Available talent: Maintaining internet marketing campaigns will require the
use of personnel with a certain level of skills and knowledge on various aspects of your
channels. You need to identify these to establish if your in-house resources would be
sufficient for the job or will there be a need for outsourcing. These skills should include:

Development Skills for your website design and development needs.

Creative Skills includes both writing and visual creation skills.

Search Skills talent needed for search marketing.

Social Skills talent needed for engaging potential customers through social media.

When establishing a Internet Marketing Campaign for your business, you cannot rely only on
a single resource to generate all the results you wanted. While each of these internet
marketing channels has their strengths, they also have their weakness such as being
inappropriate for certain audiences and business niche. The best way would be to rely on
combining these tools and channels at your disposal and making use of what they have to
offer that will help you reach your end goals.

3.REVIEW OF LITERATURE

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1. Neelika Arora 32 has published research article entitled Trends in Online Advertising in
advertising Express, Dec2013.The global online advertising revenues are expected to touch
US $10bn by 2015. In India, the revenues at present are estimated to be Rs.80 cr. and are
expected to increase six times more within the next five years. In India, Internet as a medium
is accepted by a wider industrial segment that includes automobiles, telecom, education,
banking, insurance, credit cards, FMCG (Fast Moving Consumer Goods), apparel/clothing,
durables, media, business services and tourism. Out of these, it is estimated that the banking,
FMCG and insurance sectors together account for 45% of the total advertising spend. In
comparison to this, automotive, travel and retail spend 37% of the total advertising revenue
and financial service companies spend 12% only. Some of the top spenders in India are
automobiles, followed by brands like Pepsodent, Kelloggs, Cadbury, HDFC (Housing
Development Finance Corporation Ltd.) loans and Sunsilk. In addition to these the early
adopters in the field of finance and IT are also increasing their spending. Globally, the trend
is that almost 60% of the revenue goes to five firms- Goggle, Yahoo, Microsoft,
AOL(America Online Launchers), and Overture. Approximately, 90% of the Goggle
revenues come from advertising. In India, portals like indiatimes.com, exchange4media.com,
rediffmail.com, agencyfaqs.com etc. are attracting major online spender.
This article explains demographic profile of Indian users. It also gives the comparison
between global trend and Indian trend, which is useful for my research work.

2. Sumanjeet37 has published article on On Line Banner Advertising in Indian Journal of

Marketing. Online banner advertising has great potential as an advertising medium. It is easy
to create, place and use. It offers companies targeting well educated, innovative, affluent
males/females or students with great potential for success as their segments are highly
represented.

3. Jaffrey Graham45 has published his article entitled Web advertisings future e-Marketing
strategy Morgan Stanley Dean Witter published an equity research report analysing the
Internet marketing and advertising industry. The report studies research from dozens of
companies and calculates the cost and effectiveness of advertising across various media.
Branding on the Internet works. For existing brands, the Internet is more effective in driving
recall than television, magazines, and newspapers and at least as good in generating product
interest.

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4. Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10). Social media has not only changed how people communicate online, but
it has also changed the consumption of other media too. Online social connections are used to
filter, discuss, disseminate, and validate news, Entertainment and products for consumption.
(Ryan 2011: 15) The next chapters will explain more about each of the worlds current most
widely used social medias. There are, of course, many other social networks and applications
(apps) available but considering the study, the focus is on the main Medias.

5. Vikas Bondar has published his article on sales and marketing strategies Internet is a
really good thing. The Internet gives people a greater amount of information as we need. It is
the best way to get a comparison of the products that we need. If we are interested in buying,
it is best for us to check the Web sites. Also if we would like to make our own Web page we
can do this, without paying a lot of money. From where do we set all this information? The
answer is from advertising, which we see, everywhere: on TV, on the Internet, in the
newspapers and more. Year after year we get more and more new, interesting information and
in the future the Internet use will increase more than now. This article explains how internet is
useful tool for advertisement.

6. According to Garders survey (2013), the top priority in internet marketing investment will
be to improve commerce experiences through social marketing, content creation and
management and mobile marketing. Key findings also revealed that a companys marketing
success relies mostly on their website, social marketing, and internet advertising, which are
all parts of internet marketing. In addition, savings made by using internet marketing can be
reinvested elsewhere. Normally, companies spend 10 per cent of their revenue on marketing
and 2.4 per cent on internet marketing, which will increase to 9 per cent in the future.

7. J Suresh Reddy26 has published article in Indian Journal of Marketing. Title of article is
Impact of E-commerce on marketing. 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 on-going 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.

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8. Economic times published article on Indian companies using internet
marketing for competitive advantage in Oct 2014.According to this article
a growing number of marketers in India are leveraging internet marketing
to increase their competitive advantage, a research by Adobe and CMO
Council has revealed. According to the study, India leads in the confidence
in internet marketing as a driver of competitive advantage. Ninety-six per
cent of the Indian marketers have high confidence in the ability of internet
marketing to drive competitive advantage. It is among the highest in Asia-
Pacific APAC with only Australia leading with 97 per cent, the research
said. However, while Indian marketers believe that the key driver to
adopting internet is a growing internet population (70 per cent in India
against 59 per cent in APAC), their belief that customer preference and
internet dependence drive the adoption of internet, and that internet can
engage the audience, is lower than the APAC averages, it added. .The
2014 Adobe APAC Internet Marketing Performance Dashboard was
compiled through quantitative surveys with over 800 marketers across the
region. Marketers from Australia, Korea, China, India, Hong Kong,
Singapore and other countries were covered. "However, while India is an
emerging leader in Internet Marketing, it has dipped in its own
performance this year as compared to the previous year. It is important to
note that India scored much higher than the APAC average last year," it
said. Adobe Managing Director South Asia Umang Bedi said that customer
preference and internet dependence would increase along with the
increase in penetration of internet in the Indian market. "Therefore, what
would matter is how the Indian marketers are able to increase
engagement and activate audience through internet marketing. This
presents challenges in programme planning, execution and most
importantly measurement," he added. The study also revealed that
compared to their APAC counterparts; Indian marketers are receiving
lesser support from channel and sales teams for increasing internet
spends. However they are doing better as compared to last year
suggesting that departments that have a customer interface are realising
the importance of internet marketing in augmenting their effort.

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9. Andy mallinson in internet marketing magazine on Jan 23 2015 published article titles how
social media engagement will impact the retail space it says Traditionally, social networks
have not been used as a tool to directly drive e-commerce sales, but as Nielsen reported in
its Global ecommerce report in August 2014, an estimated 61% of people spend a
considerable amount of time researching products through online channels before making a
purchase. And interestingly, a significant 43% of consumers revealed that they specifically
browse through outlets such as Facebook, Twitter, Pinterest, Instagram and Google+ to seek
inspiration for the types of products to buy. This last statistic reveals just how powerful social
media can be in terms of enticing shoppers to make a purchase, both through its use of visual
content and product descriptions. But while many consumers still have reservations about
purchasing items through social channels directly, the social shopping phenomenon is clearly
only going to grow and its apparent that this growth will eventually have a positive impact
on a retailers bottom line. One retailer which enjoyed success by promoting its products via
social media is ASOS. At the start of 2014, ASOS previewed their summer sale through a
Facebook application, allowing fans to play a series of games to accumulate points, getting
them to the front of the virtual shopping queue. The winners gained first access to the sale,
and through the support of sponsored ads ASOS was able to generate 1 million views through
the application, growing their fan base by 32%.This example shows how much potential there
is for brands to drum up organic publicity for their products whilst engaging through fans
across social media channels. Furthermore, it proves that social media outlets have evolved
not only as a tool for driving community growth, but also as a revenue driving commodity to
boost business performance. Retailers mustnt underestimate the power of social engagement
as a method of generating sales. This was proved by Wanted Shoes, who recently worked
with us to design and integrate a social catalogue onto their site. The social catalogue
depicted real-life images of products that customers had recently purchased. When hovering
over a post, users of the site were then directed to a link to buy the exact shoe displayed in the
picture, or alternatively, were able to shop for other shoes from that designer. Supporting the
concept that that social media engagement can facilitate purchase orders, according to
Nielsen, 77% of shoppers say social exposure and validation to a product is the most
persuasive source of information, and does indeed drive them to make more purchases. After
all, we mustnt forget how powerful the trust of our peers can be, and this has a direct impact
of driving revenue. As Wanted Shoes experienced, by showcasing its products in a customer
driven catalogue, they were able to boost revenue and encourage more people to engage with
their brand. Following this example as well as the other retail giants that have enjoyed

34
impressive results through social channels, the retailer that ignores the power of social
engagement in 2015 could potentially miss out on a substantial revenue stream one that
could decide the difference between success and failure in an increasingly competitive retail
landscape.

10. Avinash kaushik is an Indian entrepreneur published an article in Dec 2014 titled internet
marketing and analytics are two ladders of magnificent success.

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 4. OBJECTIVES OF STUDY

The purpose of this study is to examine the internet marketing literature to determine how
internet marketing research has evolved in terms of quantity, content, and publication outlets.
In addition, the paper identifies important trends in the internet marketing literature and
provides a view of the research gaps and expected topical areas of interest. Specific
objective of study are:

1. How the internet is used as a market tool?

2. To evaluate the status of online marketing tool.

3. To compare the trust level of traditional marketing and internet marketing.

4. To find the effectiveness of internet marketing.

5. To find the reliability of internet marketing.

6. To study the growth of internet marketing.

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 5. RESEARCH METHODOLOGY
In everyday life, every human being has a face many problems viz. social, economic,
financial problems. These problems in life call for acceptable and effective solutions and for
this purpose, research is required and a methodology applied for the solutions can be found
out. Research was carried out at PRO- ACE INFOTECH, PATIALA, to find out the facts
about the use of INTERNET AS MARKETING TOOL for per day growth. The research
design and methodology is presented as follows:

5.1 Research design: This is a descriptive research as it will clarify the doubts about
internet marketing. It would give us a clear picture on the effectiveness and reliability of
internet marketing compared to the traditional form of marketing.

5.2 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. Primary and Secondary.

5.3 Sources of data:

Primary Data.
Secondary Data.

5.3.1 Primary data: The observation method is the most commonly used method. Data
pertaining to internet marketing process and most of information is collected from project

37
guide in the company. Questionnaire method is also very widely used in order to give a
structure to the entire study.

5.3.2 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.

5.4 Area of research: To find out the users of INTERNET AS A MARKETING TOOL,
PRO-ACE INFOTEC, PATIALA.

5.5 Sample design: The sample, based on representation on random sampling

5.6 Sampling unit: 100 respondents

5.7 Methods of sampling:

(i) Regression

(ii) Correlation

(iii) Analysis of Data- Simple percentage

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 6. CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the
hands of internet. Internet 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 internet
era marketer is not the custodian for a brand, people who are connected across the internet
platforms are the custodians. Brands want to build their presence over internet platform,
because customers have high affinity towards internet media than other medias. More than
that customers are highly information seekers and internet media is the only platform for two
way communication between brands and customers. Internet 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
internet platforms. Internet media is not only for engagement, brands can increase their
customers or they can retain their existing customers. Internet platforms help to increase the
impact of brand recall in target groups. Importance of internet presence increases importance
of internet agencies, so they making money through internet advertising raising of internet
marketing consciousness making money for internet agencies by which they are booming and
making more money with small investments. I honestly believe that this project report will be
at most useful for marketers to understand the internet marketing and also to plan for future
strategies.

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 7.BIBLIOGRAPHY

7.1 Books:

Marketing Management- Philip Kotler

Marketing.com -Vijay Mukhi
E-Business Essentials-Matt Haig
Toyota changes Greek bloggers.

7.2 Websites:
www.rediff.com
www.marketingterms.com
www.internetworldstats.com
www.hungama.com
www.fabmart.com
www.advertising .com

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