CHAPTER 1.

INTRODUCTION
MARKETING:
Mar-ket-ing spelled pronunciation [mahr-ti-ting]

1.the act of buying or selling in the market

2.the total of the activities involved in the transfer of goods from the producer or
seller to the consumer or buyer including advertising shipping storing and selling
at the beginning of the centurysocial life was mostly local.It was followed by the
period in which the commodities were produced on the mass scale.consumer
marketing operated on mass marketing principles and business primarily
concerned itselfwith how to build the best sales force.At the end of the century
there is an emerging globak culture the major focusing on th individual.these
changes shape the possibility and the conduct of the business marketing is
especially tied to communication and transportation revolution.As the tools and
reach of marketing increase the job and responsibilities of marketers have
evolved with them.

Philip kotler:

Formalized this evolution with his book called marketing management his key
stages are production and sales and brand management each of this strongly
motivated by the technological opportunities which permit new methods and
new opportunities a fourth stage afocus on the individual customer is also
important as the new technology of the internet develops it reinforces the new
marketing emphasis which in many ways is a return to the business at the turnoff
the century.In todays techonology driven world anew fast oaced digital economy
is emerging tomorrow tere will be companies that will exsist only inside the
computer networks most business transactions will be made electronically
directly from the producer to the consumer become an intergral player in the
development of the product.In fact a consumer might build the product himself
from the wide aary of parts provided by the company it is e-commerce that is
changing the way products and services are conceived manufactured promoted
priced distributed and sold.the big reason that id much cheaper it allows vast
coverage and help in serving the customer better.

EVOLUTION OF MARKETING:

In a lot of ways marketing is an old civilization itself from the ancient Greece to
our modern days culture has its trading and selling upon the communication in
order to move the products faster thasn the next man to him I have been always
ssen it as aconcept much like Drawins SURVIVALOF THE FITTEST-or what will be
callin this case the act of persuasionman is an undeniably always trying to
outshine others and when it comes to selling the concept is not far from
it.Nevettheless much of the philosophies we know today are rootedin the
techniques and development from the industrial revolution.mass production
coupled with the advancements in the transportation and technology meant that
a businessman needed abetter strategy when it came to the movement of
goods,With the nations appliny law against monopoly how exactly does one sell
something whrn ones competitior is producing the exact same thing?AHH enter
the marketer then is when our profession is officially and truly born.corporations
became aware of the need of the individual that would study the markets and
consumers its behavior patterns and steps to be ahead of the game Whatt started
out as a resources that determined what an organization would produce has
transformed into a science tha coordinates why,and awgn how much of the good
will be manufactured and where it will be sold.companies went from inward to
outward thinking and our contribution has never been as clear as it is today.

There have been major stages in the history of marketing,which are.

1.THE TRADE era: production consisted in the handmade goods that

were limited and generally through exploration.

2.THE PRODUCTION ORIENTED ERA: Enter the industrial age since goods
were scare businesses focused mainly in manufacturing as long as someone was
producing someone else want to buy it.this is the orientation rose to popularity
due to shortages in market hence creating the foundation of jean-baptise says
famous remarkSUPPLY CREATES ITS OWN DEMAND.

3.THE SALE ORIENTATION ERA: afte the industrial revolution competition

grew and focus turned to selling.marketing branding and sale became important
part as outputs surpassed demand and companies competeted fot the customers.

4.THE MARKETING ORIENTATION ERA: from the second half of the century
onwaed,the saturation of the markets led the companies ro bestow upon
marketers the opportunity to perform on more strategic level through aprofound
knowlwdge on yhe customer these professionals were involved in what the
company would produce,its distribution channel and pricing
strategies.Employesses within an organization were also motivated to acquire the
marketing knowlwdge,which set the grounds to the clients obtaining a general
brand experience.But await theres more According to the recent publications
two new ers have been added to the list.

4.THE RELATIONSHIP MARKETING ERA: the focus of the company move

towards the customer loyalty and developing the relationships with the clients
.Authors such as don peppers,Martha rogers and Philip kotler were insitigors of
the importance of creating the bond considering that the cost of keeping a
current customers happy.

5.THE SOCIAL MARKETING ERA: concentrates on social interactions and real-

time connections with the clients.Business are connected to the current anfd
potential customers 24/7 and engages In a critical success factor.consider how
much marketing has changed in last century and will continue to shif the channels
pf communications,production level and society alters.As markets expands and
new marketing platforms emerges.the science and practice of this profession is
being transformed by the minute.what we consider today to be the fastest way to
reach our customers might be obsolete tomorrow therein lies the beauty of
profession changes.

CHAPTER 2.OBJECTIVES OF RESEARCH PROJECT

1.to compare the trust level of traditional advertising and digital advertising
consumers point of view

2.to find the effectiveness of digital advertising[reach and creation of awareness]

3.to find the reliability of digital advertising[recall and remembrance]

 CHAPTER3.RESEARCH METHODOLOGY

FORMULATING RESEARCH PROBLE:

To study consumer perception towards digital marketing over traditional

marketing in india.

UNIT OF ANALYSIS DIGITAL MARKETING

Characteristics OF Consumer perception towards digital

Analysis marketing over traditional marketing

Environmental Exposure and acceptance of digital and

Conditions traditional marketing

PURPOSE AND SCOPE STUDY: It is true that people have started realizing
that can serve as a one stop[ point for all their needs.Be it
communication,entertainment,shopping,information search, internet serves as
apanacea for all their requirements.This has led 70% of the ever users to glue
themselves to the internet and access it on a regular basis this is an oppourtinity
for advertiser to exploit this revolution but is it the end of traditional
advertising?Is digitaladvertising effective and efficient compared to traditional
market form? Does it fulfills the basic objective of advertisement[create
awareness,togenerate,sales build positive image,etc.]??.The problem is that
,volumes of the customers are online eveydayfor their personal work,but do they
notice the ads,banners etcdisplayed on that webpage most important what is
their recall/remembrance value.What about the reach of online advertising is it
effective across over all target groups/We have trusted traditional advertisingall
these years and its proven medium that fulfills all the objective of advertising
,can be solved one the same trust for online advertising

EXTENSIVE LITERATURE SURVEY: for this research purpose data is collected

from authentic books and websites.

PREPARING RESEARCH DESIGN: This is a descriptive research as it will clarify

the doubts about online advertising.It would give us a clear picture on the
effictiveness and reliability of online advertising compared to the traditional form
of advertising.

DETERMINING THE SAMPLE DESIGN: sample means the part of the whole.
Sample selected are the users of the internet and they have the knowledge about
the internet sample selected belongs to all age groups.The sample size of the
research is 100.Sample procedure judgemental non probablility sampling can be
used to select the individual units for better productivity of the
questionnaire.Awelleducated person may be able toreason out the questions in
the better way.
COLLECTING THE DATA:

secondary

primary data

source of data

PRIMARY DATA : The primary source of data is the first hand data.the data was
collected through questionnaire ,personal interview Interview with marketing
professional.

SECONDARY DATA: It is collected from the online reports related to

advertising.

CHAPTER 4.CONSUMER PERCEPTION

Mearchants aim to increase their sales by determining what their customer

purchase decisions.consumer perception applies the concept of sensory
perception to marketing and advertising just as sensory perceptions relate
to humas perceive and process the sensory stimuli throught theit five
 sense.it pertains how individuals from their opinions about the ompanies
and the merchantdise they offer throught the purchasese they make
merchants apply consumer perception theory to determine how theit
customers perceive thwm.they also use computer perception theory to
develop marketing and advertising strategies intended to retain current
customers-and attrat new customers.

DEFINITIONS:

A marketing concept that emcompasses a customers impression awareness

and/or consciousness about the company or its offeringsconsumer perception is
typically affected by advertisers,reviews,public relations,social media,personal
experiences and other channels..

PROCESS:

THE CONSUMER PERCEPTION PROCESS:

 EXPOSURE ATTENTION ORGANISATION

INTERPRETATIO
RETENTION
N

PURCHASE AND CONSUMPTION DECISION.

CHAPTER.5 DIGITAL MARKETING

Digital marketing promoting products and services using digital distribution

effective digital markerchannels to reach the consumers in amanner relevant
personal and cosy-effective digital marketing includes many of the techniques and
practices contained with the category of the internet marketing more it extends
beyond this by including other channels with which to reach people that do not
require internet as aresult of this non-reliance on the internet the field of digital
marketing includes the whole host of the elements such as mobiles phones sms
and mms display the banner ads digital outdoors in our present days providing
the same method of communicating with an audience but in a digital waythis
marketing method is more effective when amarketer combines multiple channels
in the message campaigns There are two different forms of digitak marketing
each with has its pros and cins the most important of them being to show in the
next table pull digial marketing involves the user having to see kout directly grab
the content while push digital markwting involve both the marketer and the
recipients the marketer having to send the message to the users in ordered for
the message to be received.

ADVANTAGES AND DISADVANTAGES OF DIGITAL MARKETING

PULL DIGITAL MARKETING:

PROS: .No restrictions in terms of type of the content or size as the user
determine what thy want.
No techonology required to send the content ,only to store/display it.
No regulations or opt-in process required.

Cons:
Considerable marketing effort required for the users to find the
message/content.
Limited tracking capabilities only total download,pages views ,etc.
No personalization content is received the same across all audience.

PUSH DIGITAL MARKETING:

PROS: Can be personalized message received can be highly
targeted and specific to selected criteria like aspecial offer for
females 21 tears old or over and living in California.
 Detailed tracking and reporting marketers can see not only
how many people saw their message but also specific
information about each user such as their name as well as
demographic and phychographic data.
High return on lnvestments possible if executed the right way
push mwssaging can help drive new revenue as well as brand
reinforcement.

Cons:

Compliance issue each push message technology has its

own sets of regulations from minor to heavily controlled
Requires mechanism to deliver the content marketer has to
use an application to send the message from marketing
system to RSS feders
Delivery can be blockd if the marketers does not follow the
regulations set forth by the eaxh push message type the
content can be refused or rejected before getting to the
intended recipient

1.pull digital marketing

Blog marketing: This activity refers to the fact that
certain researcher choose to make the study idead
thoughts reactions and dilemmas public by either
writing aweblog accessible to everybody or one with
restricted access,set for confidential issues.Blogs are
seen as an authentic uncensored way of expressing our
ego and get go their final version ready to be published
a frequent and chronological one of the personal
reflections and favourite weblinks amuch newer
interative concepts expresses theshift from personal
blogs made for our ego and personal experiences to
those blogs which are used to propose the professional
communication.A blog is awebpage with the frequent
set of post on the subject or avariety of subjects which
more often that not often contains links of other
internet sites.They are organized in a reversed
chronological orfer,the lastest one coming on the first
page.In march 2005 there were almost 8 millions blogs
,whereas in march 2007 their number increased nine
fold ,up to 72 millions ,on-line blogger .Nowdays
,120,000 blogs are designed daily,as compared to
25,000in 2005.As to the business field one can benefit
from using blogs ao as tio transmit information on the
supply and demand as aresult both client and immediate
feedbackcan be won new methods of efficient
marketing including the making up of some viral
companies focused on the customer;s need as wellas the
challenging programs and competitions.Which are
meant to help them disseminate further information
specialists claim the management of the company can
learn a lot by learning blogs thus they can have feedback
information as to what their customers and
noncustomers think about the business they run.
CREATING GREAT IDEAS:
Every company have great ideas waiting to come to the
surface the problem with bringing those ideas to the
surface is threefold:giving ideas spac to develop helping
ideas grts improved and implementing the best
ideas.Great ideas can increase the business costs and
people power but they can also increase a business
revenue and marketing power.this why large companies
who live or die by the great ideas employ researcher
who spend their time by seeking epiphanies.The
challenge for the copanieswho ivest in the idea is ofen
tht the best idea dont get to the top dont get
reviewed,or dont get considered this idea barrier could
be killing your company.A truly opemn and internally
viewable idea blog,or even individual emplotee blogs
that allow people to float new ideas for peer
review,should allow the best idea toto rise to the
surfacefor delection and the review.
CREATING GREAT PRODUCTS: The next challenge is
deciding which the great idea get turned into products
smart companies hire the people who are able to turn
great idea into great product.These people,often called
product specialist or product manager know
customer,know the market,and know how to deliver
new product on time and on budget.However to do their
jobs well product specialists need to talk directly to the
customers .This is where focuses group customers demo
days and other customers listening techniques come
into play some companies ecen employ staff evangelist
to work one on one with the individual cutomer to
maintain a good relationship.We all know cases in which
even the most well intendedproducts underperformed
relying on small sample of the customers to reflect wht
the entire would desire is risky best and foolhardly at
wordt.If we can askeveryone In the world what they
want we are unlikely to be able to delivey what
everyone truly desire with blogging we can askl if not
the entire world then,atleast our entire blog
readership,which are probably connected to and/or
reading other blogs over the net.
INCREASED VISIBLITY: marketing is all about
visibility-making the right people aware of the right
product at thr right time.We can say that marketing is
about customers and he is right the hard reality thought
is thant often marketing is about individual customer its
about creating a global ,essage to which individual
consumer will respond.New methos of effective
marketimg include creating viral campaigns customer-
centric events and otherwise helping the customer
spread the word tought incentive programs and
contest.visiblity is also sought through media
reports,events sponsorship,and interactive websites.This
method of marketing has its upside,but it dosen;tdo
anytjing to create relationships with customer,creates
positive experiences or create customer evangelist.
HAVING A TEAM: one of the best way to create
business is to create team great team will think up the
geart ideas build visibility and spot defects in the
product which they will correct they also can fix just
about any problem given the right resources and its
happy to take on just about ant challenge.Unfortunately
great teams can be difficult to create and to keep
motivated anyonw whos built successful teams know
that more often that not some particular x factor will
make or break the team often the ability to find
common ground and common intrest can be a make or
break issue.The challenge for the companies looking to
able these dynamics teamis in figuring out how to
enable the employee to connect based on the passion
.Passion is an important part of any successful-team
without,passion a team will not only finf itself quickly in
a rut but it will be likelyfind it members unable to
gel,have fun or help the company in a meaningful way.
Advertising and personal interactive television:
The boost in high frequency band satellite television and
IPTV,the fact that broadcasting mobile serviceswill be
the next important trend in mobile communication and
the growing popularity of peer-to-oeer sharing of video
files lead to the advent of new advertising
patterns,highly competiting with classical video.Thus
television is becoming a more and more personalized
environment,allowing a clear perception of consumer
preferences as users have more and more control over
the typing of advertising they want watch their opinon
will be of uppermost importance thanks to the
technology.The main reason for which television
channellshould broaden their horizon provided they
want to stay relevant for.Advertiser is the customers
possibility to choose more anmore from what they want
to watch at the time of their watching and the device
the choosen program would be on.Another possible
business pattern can be used of these demand services
as ameans to manage a research on a faraway market in
order tocheck people;s internet in anew product,a very
quick and cost effective way to get the right feedback
from would-be customers.Plans to the European
commission shifting from analogical broadcasting to the
digital one,having the year 2012 as deadline some
others eastblished terms later than 2012.And still there
are also members states which have not yet handed in
the national plan concering the shift from analogical to
digital television to the European commission.

SMART ADVERTISEMENTS ON THE WEB

In order to back amarketing system based on the
internet the pay-per click networkwas brought into play
and the one developed by the google is agood case point
the text models on the right side of the main slide of the
application entail two changes in the traditional
relationship between editiors.For abetter knowledge of
its public the advertisement on the internet can contain
further information on the targeted public the money
advertising companies are willing to spend to get that
audience rate which sites are accepted and which onces
are banned.
2.PUSH DIGITAL MARKETING
MOBILE MARKETING: on awell developed market
oprerators have to face the pressure of the finding new
oppourtinities for earning drift so mobile marketing
could be the very solution.mobile services with their
unique capabilities and oppourtinities were exclusively
bundeled within the mobile operators technology
network walled garden controlled by the mobile
operators with limited access provided to them the
mobile marketing created the fertile ground for existing
to new industry players like the mobile application
providers and applications solution providers are
offering the exciting and novel technology for wide aary
of mobile initiatives and mobile management
systems.The enablers are providing foundation
technology process regulations and related support to
the value activities within each sphere.With the
controlled and manaeged opening of the mobile
operators walled garden traditional brands contents
owners and marketing agencies are now able to use
mobile networks for direct customers
engagement.Mobile offers an important means for
building up the relationships since specialists in mobile
marketing use SMS text messages and MMS
MULTIMEDIA messages to get their user by means of
one of the most personal devices namely the mobile
phone.One can notice this trend among the newcomers
on the market but also among the already existing
companies which add voice options to the computer
devices America online apple,google,Microsoft or yahoo
had added voice services to instant messaging users e
bay purchased the pioneer skype phoning 2.6 billion
dollars more than that skype whose technoilogy allows
vocal calls for price representing a small fractions of
traditional service cost has also added video calls to its
service mobile phone have endless users within the
socio-economic background thanks to their technical
advantages while their providers incorporate as m,any
entertainments commercial and media option in their
devices here are some of the main aspects the various
uses of mobile phones.
INFORMATION AND ENTERTATING: The best thing
about mobile marketing is that unlike mail and email
people tend to read the messages from their mobile
phones 94% of the messages are usually used read
within an hour from their receiving according toWIN,a
mobile phone messaging provider.One of the first ways
in which mobile phones are used by the speacialist in
marketing is within theambush type of the advertising
street advertising since the user passing by the poster in
the street will get the message on certain events and
advertising activities mobile phone have also started to
be the means of the entertainment generated by the
specialists in advertising.
COMMERCIAL COMMUNICATION: mobile phones
have already been widely used by the companies for the
commercial communication or advertising mechanism
the latter encourages user to send sms the codes from
various codes of product packs campaingns are
sometimes interated ,besides advertising on classical
revenue in a well thought system encouring means of
the showing the loyalty to their clients at larger scale a
mean of buying and paying.After reciving the code on to
the mobile phone the consumer can purchase things
which presupposes code identification and validation
performed by a crntral data ase,As a result of his
purchasing the user can get fidelity points which allow
him further advantages. When the customer books
tickets through online ticketing services it is transmitted
to him in a2D code on the mobile phone ans can used as
aentry ticket later on.he code is presented as an entry
code check point authenticated by means of special
device .mobile payments represents thar type of the
payment by using the mobile phone at the outlet store
instead of credirt and debit cards the system allows
more flexibility and easy use the user goes shopping and
he is going to pay by the means of the mobile phon the
banl gives the customer a personalized code for
acknowlwggement beforehand which till the end
scanned while the users personal information is
transferred to the bank to allow for the payement.
PARTNERSHIP WITH MOBILE TELEVISION: The
emphasis placed on the communication shows that the
mobile content industry and the broadcasting one are
well aware of the importance of new platforms such as
mobile television and IPTV content makers and that the
ones broadcat it need to find out how to better sell
their product both the industries consented to the idea
that acontent especially made for the mobiles is to be
preffered .Skorea and japan are among the first
countries which adopted the mobile television but the
European and north American markets are not far
behind.
MULTIMEDIA MESSAGING:This is the modern form
of transmission of the information allows offering
services such as entertainment,news, sports sports
events video games while also being a personalized
marketing tool with the immediate response which
facilitates communication with its customers.Based on
the infrastructure of the mobile phoning operators
multimedia.,messaging gets a positive feeback from its
users even if the problems such as services
knowledge,education,prices etc can still arise.Even if the
servicea are sppreciated technical problems can still
come out meaning that a single format for marketing
messages which can be sent to all of its users cannot be
yet developed due to the performance difference
between mobile phones since some of them receives
sms and video messages moreover many of those having
phones with mms options cant grade their phones to
the mms messages or simply dont want to access such
messages.For this very reason one cannot certain that
the messages created and transmitted by the marketer
react theit user in full format.
THE BROADCASTING OF RECENT NEWS:RSS
technology represents a frmat especially created to
broadcast the latest news report this means
automatically following the changes within asite its
access being unnecessarily if waiting to check if new
information was introduced Nowadays there are reading
applications regarding flows of the news in rss format
which let user know at aspecific time if there is new
information or news on the sites have been slected
beforehand.Thus user can choose the sites they want to
watc and if those have ess options on by means of small
programs know as aggregator user can be alterted
whwnever theor favourite sites come up with something
new.This phenomenon has started to be widely
accepted in Romania also since newspaper such as
adevarul cotidianul already uses flows of news in a rss
format .News portals in rss format have started to be
used such as the one designed on the website where
almost 600 flows of news in rss format re available from
romanies sites either infio pages newspapers personal
diaries clubs forums or such online sources.

DIGITAL MARKETING STRATEGY MIX

Every business needs three things
1.lead generation
2.credibility and brand awareness
3.customer communication

PRIORITY ONLINE MARKETING TACTICS

1.pay per click: it is important to choose the tactic
with the highest priority f want to generate leads quickly
the tactic to use is google pay per click.Looking at the
lead generation coloum in red you see that google pa
per clickis the best choice to generate leads this is
because in most cases we can get a result on google
within 24 hours using paid research.
2.organic optimization:Once we have the best
keywords for google from pay per click we can then use
the keywords to search engine pptimize your website
search engine optimization helps you create an asset of
your website and as you get higher rankings you rely less
on paying Google for your advertising.
3.CONTENT MARKETING:When it comes to content
marketing this is where we write articles and add them
to your website they are how to articles and
informational articles this is powerful way of marketing
and has many benefits content marketing is definitely
the best way to be seen as thought leader and delivers
more relevant content for search engine index.
4.SOCIAL MEDIA:We can see that social media also
provides a great way to build brand as well as
communicating with customers social media can include
blogging video syndication participating in online
conversation and much more.
OTHER CONSIDERATION:Everyday new and amazing
tools and technologies are introduced to help business
leverage the internet on the rise is mobile marketing
application of one side conversation and measurement
tools can help productivity too enhance your site with
live chat and click-to-call feature.USER love the instant
interaction and sales will show it.

DIGITAL MARKETING
7 PS OF DIGITAL MARKETING: The four ps
product,price,place,promotion have long been
associated with marketing but the things have changed
on the internet .so long with a change in the nature of
the 4 ps there are three new ps which are revelant to
the digital marketer
PRESENTATION,PROCESSESS,PERSONILIZATION.
1.PRODUCT: product on the internet usually changes
from online and the user experience it electronically in
the form of text messages images and multimedia
physical goods are usually presented in the form of
detailed online category and the customer can browse
throught technology allow the user to virtually touch
and feel the product on the internet.On the internet E-
marketing will be based more on the product quality
rather than on the price.It will be the uniqueness of the
product to be able to attract the customers and retain
them the company will have to provide nouvelle and
distinct product that forecesthe net users to purchase
and come back for more.
2.PRICE:.Price has drastically changed over the
internetit lets the buyer decides the price also it gives
the buyer the information about the multiple sellers
selling the same product it lead to the best possible deal
for the buyers in terms of price.Pricing is dynamic over
the internet.
3.PLACE: Place revolves around the setting up the
marketing channelto reach the customers internet
serves as the direct marketing channel that allow the
producer to reach the customer directly.the elimation of
the intermediate channel allows the producer to pass
the resuced the distribution cost to the customer in the
form of the discounts.
4.PROMOTION: Promotionn is extremely necessary to
entice the customers to its website as rhwre are current
more than one billion webpages .Promoting the
websites includes the both online and offline strategies
online strategy includes search engines optimization
banner ads multiple points of entry viral marketing.there
can be traded like or banner advertisements for the
same also the traditional mediums like print outdoor
advertising and television can be used to spread
awareness.
5.PRESENTATION: The presentation of the online
business to have easy use of the navigation the look and
the feels of the website should be based on the
cooperate logs and standards about 80% of the people
read only the 20% of the webpages therefore the
wbpages should not be cultured with lots of information
in it.Also,simple but powerful navigation aids on all
webpages like search engines make it easy fo the
customer to finf their way around.
6.PROCESSES: customer suppoet need to be
integreated into the online websites.A sales service thart
will able to answer the question of their customer fast
and reliable manner is necessary.To the further enhance
after sales service customer must able to find about
their order status after the sales had been made.
7.PRESONALIZATION: using the latest software it is
possible to customize the entire web site for every single
user without additional cost the mass customization
allowa the company to create web pages products and
services that suits the requirement of the user.A
customized web page does not only include the
preffered layout of the customer but also pre-selection
of the goods the customer may be interested in.

UNDERSTANDING THE INTERNET

CUSTOMERS:
Now to be able to the user the seven ps effectively in
order to achieve the predefined goals of the
organization it is imperactive to understand the
customers.Customization will only be the truly effective
if we understand our customer and their true
needs.Before adapting marketing practices to the
internet the marketer needs to understand and the
characeteristics of the online customers.The net users
can be classified into five categories depending upon
their intention of using the internet.
1.DIRECTED INFORMATION SEEKERS: They require
specific timely and revelant information about the
products and services being offered.
2.UNDIRECTED INFORMATION SEEKERS: These
users require something intresting and useful something
that can give them an edge advantage insight or even a
pleasant surprise.
3.BARGAIN HUNTERS: They are two kind:One look
for free items on the internet and other who are seeking
better deals higher discounts etc.
4.ENTERTAINMENTS SEEKERS: They see the web as
an entertainment medium of vast breath and potential
and want to explore the medium before the mass gets
there.
5.DIRECTED BUYERS:They want to buy something
now they are sure what they require and just a log on
the web tp purchase the item.

BRAND BUILDING ON INTERNET:

For the company on the cyberspace their website is the
most important brand the seven ps of the marketing
mentioned earlier not only to have to try and make
business successful but also do the brand building in
process
1.PRODUCT AND SERVICE CUSTOMIZATION:
companies that have powerful brand awareness on all
the websites that help the customer to do something
whether it is confuring a computer system online
offering personalized services like suburban railway pass
ticket in Mumbai consumer demand and exceptions are
forecast to drive ,made to the order to customize
products with rapidly shrinking lead times.Products are
configured as customers want them to buy and provide
high level of realibility,excellent quality and longer life
spans.EG. dell computers has become the leading in
selling of the computers.
2.THE EVOLVING RISKS PROFITS:
The online customer is not a fickle customer but he is
arisky proposition nevertheless this is because all his
online experiences will influence the customer
perception about the brand.If the customers buy a
product from the retailer and it is involved in unhappy
purchase experience at the store he will punish the store
but if the same experience were to occur to him at the
companys web site the consequences would be
disastrous for the company if he were to share his
experience through different communities using a
combination of chat rooms and electronic mails.

CRITICAL SUCCESS FACTORS IN DIGITAL

MARKETING
Having observer the evolve paradigms of the business in
the internet era there are some critical success factors
that the digital marketer has to keep in mind
1.ATTRACTING THE RIGHT CUSTOMERS:
Attracting the right customers is the first critical
step.Rising digital presentation would meant that the
number of customes visitng the particular sites would
inevitably go up while the number of eyeballs or page
view has so far been conviently used as asatissfactory
,easure by most web sites would be foolish to carter the
whole spectrum of digital visitors content has to be very
target the specific.
2 DELEVIRING THE CONTENT VALUE:
Deleviring the content value to the engage user of the
internet is the critical importance in retaining the
customers participation this is because content serves as
a powerful differentator content would include the
product enhancement personalized intreractions
navigations paths as seen on the websites.Integral
concept of deleviring content value is innovation.
3ENSURING E-LOYALTY:
Ensuring the e-loyalty is vital to the success of any online
venture this is because acquiring customers on the
internet enoromously expensive and unless those
customers stick around and makes lots of repeat
purchase over the years and profit will remain elusive
Web customers stick to the sites that they trust and with
time consolidate their purchase with one proimary
supplier to the extent that purchasing from the supplier
becomes the dailty routine the issue of the trust is
integral to the issue of privacy and security.companies
lile amazon which command amazing levels of the
customers trust have used avariety of encryption tools
and simple ethical decisions like mot accepting money
from publishers for independent book reviews to
maintain the trust of the customers.
BENEFITS OF DIGITAL MARKETIGN:
The reason why the internet marketing has become so
popular is because they provides three major benefits to
the potential buyers.
1.CONVEIENCE:Customers can order the product 24/7
they dont have to sit in the traffic and apraking space
and walks through countlwss stores to find and examine
goods.
2.INFORMATION:Customers can find the means of
comparative of information about the
companies,products,comprtitiors,and prices without
leaving their office or home.
3.FEWER HASSLES:customers dont have to face
salespeople or open themselves up to persuasion and
emotional factors they also dint have to wait in line.

DIGITAL MARKETING ALSO PROVIDES

ANUMBER OF BENEFITS TO THE
MARKETERS:
1.QUICK ADJUSTMENTS TO MARKET
CONDITIONS:Companies can quickly add products to
their offering and changes price and description.
2.LOWER COST:Online marketers avoid the expense
of maintaining a store and the cost of rent,insurance abd
utilities they can provide digital catalogues for much less
than the cost of printing and mailing paper catalogs.
3.RELATIONSHIP BUILDING:Online marketers can
dialogue with the consumers and learn from them.

CHAPTER 6.DIGITIAL ADVERTISING

Marketers over the year more so recently has started
being used interchangeably with advettising.Now since
the explosion of of the internet ,advertising paragigms
have been constantly changing the first web
advertisement was placed on the hot wired web site in
October 1994 AT&T,MCI,SPRINT,VOLVO,CLUB
MED,ZIMAwere the first to try out it and the internet
advertising has come a long way since then.
WHAT IS DIGITAL ADVERTISING?
Online advertising is the form of promotion that uses
the internet and world wide web for the expressed
purpose of delivering marketing messages to attract the
customers.Examples of online advertise include
contextual ads on search engine results page banner ads
rich media ads,social networks advertising,online
classified advertising network and e-mail marketing are
the examples of interactive advertising..These
directories complement television advertising that
allows the viewer to view the commercial of number
brands.
DIGITAL ADVERTISING VS TRADITIONAL
ADVERTISING:
TRADITIONAL DIGITAL ADVERTISING

ADVERTISING
Traditional market is static
Space is not a restricting
factor
The proportion of
advertising tp editorial is
high sometimes50:50
Does not evoke immediate
action
Response to the action is
not immediate
Advertisements are
passively recieved
Advertising does not
always target very
focused audience
It is dynamic with
multimedia supporting text
and graphics video sound
all together
Space is the problem as
regards,size of the banners
A web page would
take91%editorial and 9
%advertising
Invokes immediate action
as you at-least need to
click on the end
First response is immediate
as when the user clicks,the
person directed to other
webpage with more details
The user has high attention
leveland the concentration
while using the net and
hence notice the ad.
This can be very focused
Advertisement are
omnipresent
Difficult to tracl the exact
number of people who
saw the advertisement
Ads are the graphics
intensive and avoid copy
overload
The cost would be
prohibitive to reach a
global audience
Advertisement catch users
when they are on the
lookout for
something.EXAMPLE the
search is for travel on a
search engine there are ads
of travel agent on the net
This is quite possible with
internet advertisements
Both copy graphics are
restricted by the banner size
specification
There are no such
constraints

OBJECTIVES OF DIGITAL ADVERTSING

1.ADVERTISING:As far as the advertising on the
internet goes all advertisements will serve to attact the
users attention and draw him to the company which is
advertising build brand awareness direct or iderct
methods can be used on the websites to build brand
awareness of the brand of the company.this is where
the internet scores traditional media and method as
explained below. Stimulate direct action visitors to
acomapnys web site should get involved with the
offering on the site valuable customers information can
also be captured and tracted for future marketing
initiatives.
PROMOTE ITS BRAND:Promotional give awat or
contest generate exictment while simultaneously
promoting your brand online aiding off-line sale building
a culture around its brands this goes along with that
company traditional advertising.
SURROGATE ADVERSTING:This is another means of
surrogate advertising the company where all forms of
traditional advertising fail.Surrogate advertising can be
proved to be positive in case of advertising on the
internet.
FEATURES OF DIGITAL MARKETING
Advertising on the internet has some of the unique
features that differentiae feom other forms of activity
they are as follows.
1.MEMBER REGISTRATION:Member registration in
an efficient tool that is used by rhe firm to create their
database such a database may be used to design
promotional campaigns allowing registered users to
participate in various event can follow system of free
registratiom.
ONILNE OPINIONS POLLS:opinions pools are
conducted to obtain the responses from the users
regarding the firms product and services including the
topic of general intrest.
3.CONTENT: The content of the advertisement can br
regularly updated with news regarding the activities of
the firm a fact based section showing the manufacturing
processes of a company may also be included the use of
multimedia tool can make their more attractive.
4.NEWSLETTERS: Regular newsletter are sent
especially to registere users these contains information
about current updates on the site and activities being
performed by the company
5.E-CARDS:User can send free cards via e mail from
the site of the company advertising the product the card
prominently displays the logo or baseline of the
brand.the card may be for different occasions such as
birthday festivals birthdays etc.These cards are used to
reinforce brand identity star endorse of the brand may
also be included in the picture postcards themes.
6.DOWNLOADS:Downloads may include various
utilities for the computers such as icons desktops
patterns screensavers themes Registered users gets the
oppourtinity of downloading the software.chartsand
other information articles may also be included.
7.COUPONS: coupons are used to promote sales off
line sending the discounts coupons for the products and
services of the company on the special occasion can do
this.

TYPES OF DIGITAL MARKETING

1.E-MAIL ADVERTISING:Legimitate e mail advertising
or e mail marketing is often known as option e-mail
advertising to distinguish it from spam.
2.AFFILIATE ADVERTISING:Affiliate advertisinf is
form of online advertising where advertiser places
campaigns with a potential large numbers of publisher
whomare only paid media fees when traffic to the
advertiser is generated and usually upon aspecific
measureable camoaigns result.
3.PAY PER CLICK:Search enging place youe website on
thei front page and you pay a set amount oer click
through sites like overture also run bids for keywords
they move bid the higher your sites appears on the first
page of the search result properly run these campaigns
can bring lot of extra traffic to your website.
4.POP-UP-ADS:These are the small windows that
appear when you first go on o a website pop up appear
on your full screen in full pop downs on the bar at the
bottom of your screen and you have to open them to
get rid of them.
5.INTERSTIAL ADVERTS:These adverts sometimes
adverts refered bridge adverts pop up as you move
between pages on site you have no choice as to whether
you view them or not although you close them down.
6.FLOATING ADS:These ads appear when you first go
to a web page and they click float over the page for five
to 30 seconds while they are on the screen they obscure
your view of the each time that page is refreshed
floating ads are popular for several reason.
1.They grab the viewers attention and cannot be
ignored.
2.They are animated.
3.They have audio video contents like tv ads.
4.They can take up the entire screen therefore from
branding standpoint they are much more powerful than
a banner ad or side bar ad.
5.They have high click through rate of 3%.However
many users gets highly irritated because of these ads.
UNICAST ADS:A unicast ad is basically a tv
commercial that runs in the browser window it
has enriched audio video content the ad can last
 anywhere from 10 to 30 seconds these have
similar branding power as a tv commercial
however a unicast ad offer something that tv ad
cannot the ability to click on the ad for more
information these ads are geeting very effective as
the average click through rate is 5%.
TAKE OVER ADS:viewers visting the website will
see alarge ad when they first come and then
continuously is maintained by reiterating the
same message throughout the site in the form of
banners side bars or buttons the approach work
very well for branding because the brand is visible
to viewers throughout the vist to site click through
rates are also high.
WHAT IS USER GENERATED CONTENT?
User generated content also known as consumer
generated media refer to any material created
and uploaded to the internet by non media
professionals whether its a commom left on
amazon .com a professional quality video
uploaded to youtube or student profile to the
facebook.UGC has been around in one form or
another since the earliest days of internet itself
but in the past five years thanks to the growing
the high speed internet acess and search
technology it has become one of the domain
forms of global edia it is currently one of the
fastest growing forms of content on the internet.
WHAT IS SOCIAL MEDIA?
The promise of UGC is now being hyper reliazed
with social media sites like my space facebook and
youtube represents the convergence of user
commentary with video photos and music sharing
all presented a simple user friendly format
allowing participation on a mass scale.

CHAPTER.7 FINDINGS AND ANALYSIS

PART 1
ATTITUDE TOWARDS ADVERTISEMENT:
Interpretation:
1.One can clearly make out that consumers
perceive advertisements as a source of
information and awareness be it general or
towards TV commercial.
2.Not many people find the advertisements to be
irritating annoying or waste of time this clearly
shows a positive attitude towards them and hence
is good indication for marketers.
ATTITUDE TOWARDS RADIO:
Interpretation
1.For television commercial around 70 % of
consumer had appositive perception towards
advertising on TV.
2.30 % finf it informative 24% say thst is
entertating and 19% thinks it creates awareness.

INFLUENCERS BEHIND DECISION MAKING:

Interpretation
1.Influencers influences the decision making
process of a potential customers influencers can
be advertiser friend relatives third party or it can
be self motivated also.
2.In Mumbai (as the target market is Mumbai) we
can interfere that friends and relatives are the
major influencers behind decision making.

CONSUMER PREFRENCE OF ADVERTISING:

Interpretation
1.Again one can easily make out that traditional
form of advertising has an edge over the internet
advertising in terms of consumer preferences
mode of advertising.
2.82 % preferences than that of internet
advertising which is huge margin the reason for
this same as that influencer i.e. cultural attitude of
consumer towards of advertising.
3.consumer would prefer to check out ATL
elements in case there is a need i.e. information
search and take their decision in terms of
purchasing.
CONSUMER TRUST ON ADVERTISING:
Interpretation:
1.Again the recommendation and traditional
advertisement are leap ahead of online mobile
and BTL from advertising.
2.One can say that the Indian mentality towards
online form of advertising is still at the naseline
and that of mobile even worse.
INITIAL CONCLUSION 1:
One can confidently conclude that the customer
still trust and prefer the traditional form of
advertising than that of online.
PART II
Interpretation
1.On an average aperson spends more than 4
hours on the internet during his free time which Is
70 % more than that of of tv and movies around
300% more than that of radio and print medium
2.Hence,on an average the exposure of the
internet to an individual is around 150%more than
that of other mediums i.e. the reach of medium of
internet is much better than that of others.
3.But one cannot interfere anything about the
effectiveness of thre medium through exposure
alone.One needs to calculate the impression times
an individual sees the ad of medium also.

PART III
AD REMEMBRANCE:
The question was asked in the survey was the
latest ad they rember in the specific medium
Interpretation
1.Only 11 % could remember their last nline as
whereas 90% could remember the tv commercial.
2.In,this case also traditional form of advertising
has a huge edge over the online form

AD REMEMBRANCE AND RECALL

This is for last five days that they seen consciously
or unconsicouly
Interpretation:
1.In the case of tv ads,84% remembered their last
five ads and of them 83 % could recall them which
is very good score in terms of creating awareness.
2.In case of online ads only 54% could remember
their last five ads of interaction and them only
30% could recall.
INITIAL CONCLUSION III
One can easily make out the reality of online and
tv through the remembrance and recall values its
pretty clear that tv ads are much better and
reliable than that of of their counterparts.

CHAPTER.8 CONCLUSION
Partially it has been proved throught the research
that the online advertisingis neither effective or
nor reliable as compared to traditional medium
which is television commercials and printsi.e.
newspapers and magazines.Also,consumers trust
the traditional medium rather than online and
there is the vas tdifference in their trust
leveks.Ofcourse it could be of the Indian culture
which is different from the other countries that
are more into e-commerce and prefer to buy the
things online and they trust the internet more as
compared to other mediums therefore the
internet advertising is more successful in that
countries all in india as we prefer tp tangibiles the
things that we buy being collective we go
shopping along wih family friends and relatives.
THE OTHER SIDE OF THE COIN:
In the world of digital advertising clck through is
viewed as the primary measure of advertising
effectiveness this metric quantifies how marketing
communication can be directly linked to
immediate consumer action but the metric has
certain acknowledgement shortcomings primary
reliance on click through does not recognize that
in many cases consumer who are exposed to
advertising over the internet may not currently
have the need for the products and the services
being advertised to them.Additionaly click
through does not quantify the perceptions of the
brand being advertised .Advertisers in the offline
world realize that the consumer may not have the
immediate need to purchase a product and
services at the moment it is being
advertised.Realizing this aspect of the consumer
behavior a common advertising strategy is to build
awareness of a product and form positive
associations between that product and consumer
over time so rhat whn need arises tp purchase
from a given category a customer is more likely to
consider the advertised product.In ,most cases
users view the banner advertisiemnts as nuisance
as they are encouraged in the other activities
while they are being exposed to the
ads.Additionally we can assume the most people
exposed to an ad do not have the for need for the
products being advertised at that time.herefore
these ads are less likely to be noticed.In order to
have an impact on the brand metrics we can
hypotheses that getting a message in front of
some as quickly as possible,before they scroll
away is of extreme importance in addition the
presence of the logo,size of the banner should
have all the impact on the banners ability to
brand.
LAST WORD:
Finally I would like to end by saying that the
internet has opened up a new avenue for reaching
the end of the consumer it is still very much an
open field .This is true as there is no fixed way of
strategy for marketing on the net .It is still very
much an arean where ingenuity and crartive
thinking very much rule the roost.Thus marketing
as usual has not changed i.e. it is still the same
usual self unpredictable but very much required.

CHAPTER.9 RECOMMENDATIONS
SOCIAL MEDIA MARKETING:
The influence of the traditional market havr over
the consumer perception is the warning as the
people migrate to variety of social media
technologyfor entertainment and to share
information with each other but these social
media outlets are more than another channel
throught which to delier the message to the the
marketplace companies like dell Microsoft using
successfully social media marketing strategies to
understand and engage their audience more
deeply with demonstable business results social
media is an marketing impact on al the aspects of
business communication today. Reliance is the
latest addition to the social media marketing.
THE SOCIAL WEBS NEW COMMUNICATION
FORMS DRAW MORE USERS
Communication have always been the
fundamental value of the internet to consumers
back in the net early days e mail was the killer app
that made the web must have and continues to be
a mainstay of the online experience
communication acrivities split the loions share
consumers online time with content and far
outstrip commerce and entertainment.

TECHNOLOGY-POWERED
COMMUNICATIONS ACCELERATE THE
WORLD:
1.E-mail was the first practical application of the
internet for the most people and it was the first
word of mouth accelerate as it eabled people to
connect with family and frieds instantly and
frequently.
2.Users and groop discussion broad made it easy
for the people to find with similar interests and
consumers learned the internet freed from the
mouth lomit of geography and personal
connections
3.consumers review sites used the discussion
board format but focused the discussion around
specific products such as books at amazon
consumer embraced the idea of reading the books
review system written by thebother readers and
not relying on professional reviewers opinions to
decide whether to pick up the latest bestseller.
4.Blogs freed consumers from the limited
membership of discussion boards blogs sites
blogger made it simole for an average web user to
post his or her opinions to the world with the
armed with a browser basic typing skills and basic
straight foward web commands anyone can
publish their thoughts rants or daily journal in few
minutes a day.
5.consumer soon learned theit cversations arent
limited to worlds digital photography boom
introduced people sharing their creations first viaa
e-mail then via first generation photo sharing sites
like photobucket.com
6.social network like my space skew more towards
the social end of the social to content continuum
they combine a selection of social media tools
likes blogs photo sharing etc. to give the author
the platform for expressing their passions and
preferences while at the same time serving as a
central communication hub for group of friends
early on,bands would bild online fan communities
to promote their music now brands like burger
king,Toyota etc are now become brand building
hubs.
SOCIAL MEDIA TRANSFORMS
COMMUNICATION INTO CONTENT.
These new tools blur the line between
communication and the content blogs are the
natural examples of how content and
communication blend into single experience each
entry is a short article essay news items but
bloggers mean to stimulate feedback and
conversation as readers ad contents and linlks to
oher blog to make the point they interplay results
in dialogue of different prospective and poinions
sometimes the resulting communication can be so
influenced they end up talking the story is entirely
new directions.
SOCIAL MEDIA BEINGS TO IMPACT
BRANDS
One of the most exciting and powerful forms of
social media is the video are the ultimate
expression of the creativity since they can mashup
elements and messages from the audio video
blogs company created message and media
coverage.Social media sites like orkut myspace
and facebook are usually seen just places where
people go to connect with friends and find others
with similar intrest.
THE OTHER SIDE OF INFLUENCE:
Often the siscussion can be positive about your
products and the experiences consumers have
hasd with you but sometimes they can be
negative on the one hand this increases the
number of potential critics and they dont need to
have impressive qualification or credentials to be
influential.On the other hand all these negative
opinions are public and searchable allowing the
companies to prepare a response a story get wide
coverage blogger at top companies agree that
learning about and dealing with negative stories
as they emerge is smarter than waiting until they
hit the newspaper or evening news show.
DRIVING BUSINESS RESULTS WITH SOCIAL
MEDIA:
1.onotoring also helps companies to track the
evolution of known trend in order to quantify the
onces gaining the most attention and accepetance
the target audience.
2. measurement provides the quantitative
reporting data on the specific issues and buzz
driving media coverage making it easy to
demonstrate the impact of pr and marketing
effort.

CHAPTER .10 BIBLIGORAPHY

websites
1.www. Wikipedia.com
2.www.managementparadise.com
3.www.scribd.com
4.www.management-guru.com

BOOKS
1.marketing management-N.G.Kale,m
Ahmed
2.Digital marketing-godfery parkin
3.marketing management-philip kotler

CHAPTER.11 ANNEXURE
QUESTIONNAIRE
NAME: __________________________
AGE GROUP
1. BELOW 18 YEARS
2. 18-25 YEARS
 3. 25-40 YEARS
4. 4.40-55 YRARS
5. ABOVE 55 YEARS

GENDER
o MALE
o FEMALE

1.WHAT DO YOU THINK ABOUT DIGITAL

MARKETING

1.INFORMATIVE

2 ENTERTAINING

3 CREATING AWARENESS

4.ITS IRRITATING

5 ANNOYING

2.DO YOU WARCH THE TV/RADIO COMMERCIAL

DURING COMMERCIAL BREAK?

1.INFORMATIVE

2. ENTERTAINING

3.CREATES AWARENESS

4.ITS IRRITATING
5.WASTE OF TIME

3. WHAT MODE OF ADVERTISING INFLUENCES YOU

TO BUY/SUGGEST ANY PRODUCT?

1.MAGAZINES AND NEWSPAPER

2.FRIENDS AND RELATIVES

3.TV COMMERCIAL

4.ONLINE ADVERTISEMENT

5.SOCIAL MEDIA-BLOG,FORUMS,SOCIAL
NETWORKING SITES.

4.WHICH MODE OF ADVERTISING WOULD U

PREFER?(RANK IN ORDER OF PREFRENCES)

1.TV COMMERCIAL

2.PRINT ADS:NEWSPAPERS,MAGAZINES

3.OOH:BANNERS,POSTERS

4.ONLINE ADS:BNNERS,E-MAILS

5.WHICH MODE OF ADVERTISING WOULD YOU

TRUST?(RANK IN ORDER OF PREFRENCES)

1.RECOMMENDATIONS FROM CUSTOMERS

2.RADIO
3.TV

4.ADS BEFORE MOVIES

5.NEWSPAPERS

6.MAGAZINES

7.BLOGS AND FORUMS

8.BRAND WEBSITES

9.E-MAIL I SIGNED UP FOR.

10.BRAND SPONSORSHIP

11.SEARCH ENGINE ADS

12.ONLINE BANNER ADS

13.TEXT ADS ON MOBILE PHONES

6.HOW MUCH TIME DO SPEND______? ON TV

MOVIES

1.LESS THAN 1 HOUR

2.1-2 HOURS

3.2-4 HOURS

4.4-6 HOURS

5. MORE THAN 6 HOURS

 NEWSPAPERS AND MAGAZINES
1.LESS THAN 1 HOUR
2.1-2 HOURS
3.2-4 HOURS
4.4-6 HOURS
5.MORE THAN 6 HOURS
RADIO
1.LESS THAN 1 HOUR
2.1-2 HOUR
3.2-4 HOUR
4.4-6 HOUR
5.MORE THAN 6 HOURS
INTRENET
1.LESS THAN 1 HOUR
2.1-2 HOUR
3.2-4 HOUR
4.4-6 HOUR
5.MORE THAN 6 HOUR

7.WHICH IS THE LAST ONLINE AD YOU

REMEMBER?WHICH BRAND IT WAS?

8.NAME ANY FIVE ONLINE ADS YOU

REMEMBER LATELY?
9.DO YOU THINK THAT THE FACE OF
ADVERTISING IS TRANSFORMING IN TERMS
OF TECHNOLOGICAL AND CULTURAL IMPACT
1.YES
2.NO

10.DO YOU SEE/CHECK ONLINE ADS/MAIL

WHEN YOU SURF THE INTERNET
1.NEVER
2.SOMETIMES
3.DEPENDS ON AD
4.EVERYTIME.