CHAPTER 1 INTRODUCTION
There are not many studies conducted in Mumbai in the area of digital marketing. This concept is rapidly emerging as a new concept which is aggressively adopted internationally for marketing success. In today’s time, social media channels such as Face Facebo book ok,, Twitter itter,, Goog Google le and and othe otherr soci social al medi mediaa firm firmss have have succe successf ssful ully ly transfo transformed rmed the attitud attitudes es and perceptio perceptions ns of consum consumers ers and in the end helped helped revolutionied many businesses. This was done through measurable vast network of customers with trustworthy data with real!time feedback of customer e"periences. It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analysing the results based on their responses. responses. #otential #otential customers can look for reviews reviews and recommendation recommendationss to make informed decisions about buying a product or using the service. $n the other hand, businesses can use the e"ercise to take action on relevant feedback from customers in meeting their needs more accurately. %hange is constant and with time new ideas are accepted and adopted. In order to make the decision to understand the advantage of online marketing, advantages must be highlighted for industry players to realie its power. Michael Michael &ldri &ldrich’ ch’ss invent invention ion of digital digital marketi marketing ng or digital digital marketi marketing ng in '()( '()( allowed the consumers to buy goods or services directly from a seller by using a web browser over the Internet. The prospect of online marketing is increasing in India with the increasing internet literacy. Flipkart, *nap deal, &maon.com, and e+ay are few of the online online retail retail corpor corporatio ations. ns. ang ang and -muian -muian /0012 /0012 define defined d digital digital marketing as buying stuff through the internet. The items are usually sent to the buyer’s door step that you have purchased purchased online. Turban Turban et al. /00/2 e"plains that it is an emerging concept us through cargo or courier. The entire #rocess of buying and selling or e"changing products, services and information is via the Internet. In a country country like like India India uses uses of electro electronic nic digit digital2 al2 market marketing ing services services are increas increasing ing drastically and therefore, it is necessary to understand the consumer’s online as well as offline buying patterns. The dominant factors that influence consumer perceptions of digital digital marketi marketing ng are Inform Informatio ation, n, -ase -ase of 3se, 3se, %onven %onvenien ience, ce, *atisfa *atisfactio ction, n, *ecuri *ecurity4 ty4#ri #rivacy vacy,, and #roper #roper 3tilia 3tiliatio tion n of the chann channels. els. The The Intern Internet et can be a powerful tool for the manufacturers for advertising and marketing goods and services
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and through this they can also attract new customers or market the business. +ut sometimes the online transactions are not safe5 therefore, people hesitate to do any online transactions. Internet helps in changing the way customers shop and buy goods and services. To purchase the products or services they are no longer bound to the opening times or specific specific location. location. Through Through instant instant messaging, messaging, internet forums, and and socia sociall netw networ orki king ng,, the the inte interne rnett boom boom has has enab enabled led new new form formss of huma human n interactions. Through digital marketing etc. internet has a lso revolutionied the world of business and it has come as a boon for both retail outlets and small artisans and traders. traders. %onsumers, %onsumers, especially youth, youth, are spending longer hours on the internet due to the the incre increas asin ing g pene penetra trati tion on of inte intern rnet et and and activ activit itie iess such such as soci social al medi mediaa networking and to attract them it makes an efficient tool for companies to generate advertisements. Through the online medium that helps them to target their specific group of consumers, companies are now spending huge amounts on advertising. %ompanies are e"perimenting with various forms of online advertisements with rapid changes and advances in technology, like floating ads, click ads, pop up ads, flash ads, pop under ads and video ads. Towards the use of technology for promotions the consumers are also responding in terms of their varying attitudes.
Marketing Hurdles Digital Media Must Overcome
hile dead tree media continues to die, the granddaddies of digital media, like &$6 and 7ahoo, are reinventing themselves to meet the challenges posed by the e"panded reach and use of social media. &t a number of Internet eek events, specifically The Future of Media and I&+’s Innovation 8ays, high!profile media e"ecutives such as Tim &rmstrong of &$6, &rianna 9uffington of the 9uffington #ost, and :obert +owman of M6+.com discussed how they’re integrating traditional ;ournalism and social media.
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8igital media e"ecutives must understand that marketers have three challenges to getting their message out and breaking through the ever!increasing digital noise. They are<
E!and reac"# hile digital media attracts an always!on audience across an array
of devices that is great for targeting and micro targeting, the ma;or sites in any category still can’t match the sie of television’s mass audience. In fact, concurrent digital and T= media consumption continues to thrive.
Im!rove advertising e$$ectiveness# hile banner ads can be used cost!effectively
across a broad array of digital media entities from an advertising creation perspective, they don’t necessarily yield strong results. To help achieve marketing goals, digital advertisers must test different aspects of the mi". &mong these are special, often site!specific advertising formats, behavioural targeting where relevant ads pop in a non!targeted conte"t, and new advertising content to overcome fatigue. &ccording to :obert +owman, use of a tailored ad format increased advertising response significantly, which is no surprise since the special format would have stood out anyway.
Drive engagement# Marketers need more than a se"y, award!winning ad. They
must show real performance in terms of enhanced brand metrics, increased engagement, and e"panded fan bases that translate to measurable bottom line results. &s Tina *harkey of +aby%enter pointed out, it’s important to be present when and where prospects and consumers are discussing needs related to your product offering.
To this end, marketers must assess their answers to a variety of metrics!related >uestions to determine the effectiveness of their message and the conte"t in which it’s delivered to achieve their business goals. &mong the salient >uestions to consider are<
'.
Audience%
hat is the number of uni>ue readers of the digital medium and specifically to the sections2 where you’re advertising?
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/.
8o this medium’s readers gather information across a broad spectrum of topics or are they focused on specific issues?
@.
&re these reader’s regular consumers of this medium’s content or do they only come when prompted by specific cues such as topics of interest?
1.
hat is the timing of their reading consumption and how does this relate to the effectiveness of advertising on this site?
A.
8o readers e"hibit specific traits such as geography, age, interests, or behaviour that matches your target audience’s characteristics?
'.
&ormat%
9ow is the content delivered to these readers? Is it on a digital media website, in e!mails, :** feeds, blogs, tweets, or referred by their friends, either digitally or via old fashioned word!of!mouth?
/.
In what format do readers consume this content? Is it te"t, audio, or video? 8oes this affect how your ad is portrayed and its effectiveness?
@.
9ow does the church and state of this medium’s editorial and advertising policies affect your campaign? &rianna 9uffington pointed to an e"ample of a ma;or bank’s ad that performed well ne"t to a negative banking story that occurred without editorial’s knowledge.
1.
8o ads stand out in the conte"t of this medium’s content? 8o readers have advertising blindness i.e., do they avoid seeing the ads2?
A.
hat related marketing in terms of landing pages, related content, website, e!mail, and4or search2 is needed to support this ad?
B.
8o you need to create different ads for your campaign to be portrayed effectively across different devices?
'.
'randing%
8oes the use of this digital medium contribute to traditional brand metrics such as brand favourability and intention to purchase?
/.
8oes the use of this medium provide a forum that enables brand engagement?
@.
9ow does the digital media entity’s brand reflect on your offering? Is this an important consideration?
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(ocial%
'.
9ow long do readers spend with a specific digital medium?
/.
Is the digital media and4or your advertising content worthy of being shared via Facebook, Twitter, or other sharing vehicles?
@.
8o r eaders talk and4or comment on issues that are important to your campaign in this digital medium?
1.
hat level of corporate transparency do marketers need to have in order to advertise on this digital medium?
Revenues%
'.
8oes the use of this digital medium drive directly measurable sales?
/.
%an results of the ad be tracked as contributing to sales? This can be a challenge for more brand!oriented advertising and purchases that have long consideration periods.
Costs%
'.
hat is the media cost of delivering your message?
/.
hat are the related digital advertising costs such as ad creation, special formats, more fre>uent content changes, and behavioural targeting?
@.
9ow does the effectiveness of this campaign relate to its cost?
1.
8oes the use of this digital medium and4or all of the digital media increase the comple"ity of your marketing? %an you track and assign a cost for this work?
A.
8oes the use of this digital medium reduce the need for other more e"pensive marketing? hile there are many digital advertising metrics marketers can track, measuring performance in a dynamic media environment can be e"tremely challenging. The key is to keep in mind your business goals and choose the metrics that yield the best results for your business.
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T"e $uture o$ digital marketing in India
The future scope of the 8igital Marketing industry is that there will be more points of contact. I visualie a future where advertising like the one we see on Times *>uare will be taking place in all cities around the orld through the evolution of electronic ink technology. hile all other industries are struggling with a growth rate of A to '0 C, digital media industry is booming high with )*+ growth rate. +ut the most remarkable point is that this growth rate is not going to be stagnant in the coming years. (co!e $or digital marketers in India will only get bigger and better in the years to
come. 7ou might feel the need to know as to why is this so and in fact there is nothing wrong in researching something before you dive into it. This is why we have done a research and have come up with some facts and figures that will help you decide the worth of digital marketing before it is too late.
A,out Digital Marketing
8igital marketing is a booming industry. 7ou will have to work with the analytical part of a website. 7ou need to implement the latest *-$, ##% and %:$ strategy. 7ou have to track the visitors and implement the strategy according to the need of the pro;ect. 7ou have to do all the client handling and the reporting. This will open a new door for 8igital Marketers to not only run display ads online, but also offline which the consumers will be able to interact with using their mobile phones.
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8igital is the communication technology used to market a message. It includes computers, smartphones, cell phones, tables, game consoles. &nd it uses platforms like websites, email, apps, and social networks. Marketing is a process. Its ultimate purpose is to communicate the value of a product or service to people to such a level that the people want to purchase the product or service D or at least, are interested in learning more about the product or service. The basics of marketing will never change because it involves telling the story of a brand to people. %ulture, society, gender, demographics are all environmental and should be a vital part of all marketing efforts D but it still boils down to getting a message in front of people. The message must appear where the target market4ideal customer is already looking. Digital Marketing Market (cenario
Ho-ever. ,e$ore -e go a"ead -it" an/t"ing else let0s "ave a sneak !eek to t"e market scenario at !resent%
The world of marketing has seen a great revolution in past few years whether it is advertising, promotion or sales. -ven those who were unsure of the potential of digital marketing in the last decade have now dived into this ocean of opportunities offered by the internet. 3nlike, television marketing when your target audiences were reached only during the prime time, digital marketing allows you to connect with your customer almost anytime and the entire credit goes to the internet and mobile devices. The way people are getting smartphones and tablets for anything and everything, it is apparent that demand for digital marketers will only increase in the coming the time. Internet Mo,ile2 (ome &acts and &igures# 3
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&s per a recent study, although internet penetration in India is yet to cross 'BC of the population, however in absolute numbers this percentage works out to nearly '0 times the population of &ustralia. &ccording to a recent report released by I&M&I and IM:+, internet penetration in India has crossed the /00 million mark by $ctober /0'@. +esides, it is estimated that there will around /1@ million internet users in the country by Eune /0'1, leaving behind the 3* as the world’s second largest internet base after %hina. Moreover, India has ''0 million mobile internet users of which /A million are in rural India. $f this A million internet users in rural India )0C access the web via mobile phones. ot ;ust that India with more than / million monthly active Facebook users spots the third position in the world after the 3* and %anada and it is e"pected that that the country will have the world’s largest Facebook population by /0'B.
Digital Marketing -ill remain as t"e most !o-er$ul -a/ o$ Marketing in t"e $uture% (ome o$ m/ o,servations on t"e c"anging trend o$ digital marketing are
'. #eople have started looking for more interesting and informative things on the internet that can help them create value rather than fake and made for marketing type things, hence marketing strategies will move towards creating those kind of assets.
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/. Marketing ob;ectives will try to help people get better in their business through one’s own business. %reating and maintaining a network of people who are interested in one’s business will be given priority. @. &s always, Hcontent’ will be the most important aspect of digital marketing and again the nature of the content is going to be more specific and deeply researched about a topic, moving away from the perspective of *ellingJ to making it more useful for the audience. 1. General techni>ues like *-$, *-M and *ocial Media Marketing will be there. 9owever, personalied marketing activities targeting specific set of audience and influencers will be given higher importance. A. &utomation in marketing will emerge more effectively and will be predominant in future.
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CHAPTER 4 5ITERATURE RE6IE7
The purpose of doing research in the area of digital marketing is because it seems huge, intimidating and foreign. +usinesses are looking for clearer picture to start but do not know where and how to start doing digital marketing. In today’s time, social media channels such as Face book, Twitter, Google and other social media firms have successfully transformed the attitudes and perceptions of consumers and in the end helped revolutionied many businesses. This was done through measurable vast network of customers with trustworthy data with real!time feedback of customer e"periences. .It is much more convenient for businesses to conduct surveys online with a purpose to get relevant information from targeted groups and analysing the results based on their responses. #otential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. $n the other hand, businesses can use the e"ercise to take action on relevant feedback from customers in meeting their needs more accurately. 8igital marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs %haffey, /0'@2. Marketing has been around for a long time. +usiness owners felt the need to spread the word about their products or services through newspapers and word of mouth. 8igital marketing on the other end is becoming popular because it utilies mass media devices like television, radio and the Internet. The most common digital marketing tool used today is *earch -ngine $ptimiation *-$2. Its role is to ma"imie the way search engines like Google find your website. 8igital marketing concept originated from the Internet and search engines ranking of websites. The first search engine was started in '((' with a network protocol called Gopher for >uery and search. &fter the launch of 7ahoo in '((1 companies started to ma"imie their ranking on the website *myth /00)2. hen the Internet bubble burst in /00', market was dominated by Google and 7ahoo for search optimiation. Internet search traffic grew in /00B5 the rise of search engine optimiation grew for ma;or companies like Google *myth /00)2. In /00), the usage of mobile devices increased the Internet usage on the move drastically and
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people all over the world started connecting with each other more conveniently through social media. In the developed world, companies have realied the importance of digital marketing. In order for businesses to be successful they will have to merge online with traditional methods for meeting the needs of customers more precisely #arsons, Keisser, aitman '((B2. Introduction of new technologies has creating new business opportunities for marketers to manage their websites and achieve their business ob;ectives Liani, '((2. ith the availability of so many choices for customers, it is very difficult for marketers to create brands and increase traffic for their products and services. $nline advertising is a powerful marketing, vehicle for building brands and increasing traffic for companies to achieve success *ong /00'2. -"pectations in terms of producing results and measuring success for advertisement money spent, digital marketing is more cost!efficient for measuring :$I on advertisement #epeln;ak, /002. Today, monotonous advertising and marketing techni>ues have given way to digital marketing. In addition, it is so powerful that it can help revive the economy and can create tremendous opportunities for governments to function in a more efficient manner Munshi,/0'/2. Firms in *ingapore have tested the success of digital marketing tools as being effective and useful for achieving results. Teo, /00A2. More importantly, growth in digital marketing has been due to the rapid advances in technologies and changing market dynamics Mort, *ullivan, 8rennan, Eudy, /00/2. In order for digital marketing to deliver result for businesses, digital content such as accessibility, navigation and speed are defined as the key characteristics for marketing Lanttila,/0012. $ther tried and tested tool for achieving success through digital marketingis the use of word!of!mouth $M on social media and for making the site popular Trusov,/00(2. In addition, $M is linked with creating new members and increasing traffic on the website which in return increases the visibility in terms of marketing. *ocial media with an e"tra ordinary e"ample Facebook has opened the door for businesses to communicate with millions of people about products and services and has opened new marketing opportunities in the market. This is possible only if the managers are fully aware of using the communication strategies to engage the customers and enhancing their e"perience Mangold, /00(2. Marketing professional must truly understand online social marketing campaigns and programs and understand how to do it effectively with performance measurement
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indicators. &s the market dynamics all over the world are changing in relation to the young audience accessibility to social media and usage. It is important that strategic integration approaches are adopted in organiation’s marketing communication plan :ohm 9anna, /0''2. +logs as a tool for digital marketing have successfully created an impact for increasing sales revenue, especially for products where customers can read reviews and write comments about personal e"periences. For businesses, online reviews have worked really well as part of their overall strategic marketing strategy Khang, /0'@2. $nline
services tools are
more
influencing than traditional
methods of
communication 9elm, MNller, Mauroner, %onrad, /0'@2. &s part of study, it is proven that users e"perience increase in self!esteem and en;oyment when they adapt to social media which itself is a motivating sign for businesses and marketing professional &rnott, /0'@2. eb e"periences affect the mental process of consumers and enhance their buying decision online %etinO, %ristiana, :Odulescu, /0'/2. This study is very valuable for marketing professional as it highlights the importance of digital marketing. The Internet is the most powerful tool for businesses 7annopoulos, /0''2. Marketing managers who fail to utilie the importance of the Internet in their business marketing strategy will be at disadvantage because the Internet is changing the brand, pricing, distribution and promotion strategy. Mumbai has seen tremendous growth in media with /0 million people have access to the Internet but still marketers insist on doing things the traditional way Mohsin /0'02. Management and structure in Mumbai are still based on ancient paradigm where customers are moving ahead with their demands and e"pectations. This gap is widening day by day with limited skills and mindset available in Mumbai to solve the problem for the demanding customers. %ompanies in Mumbai including the M%’s are going the traditional way and keeping the digital aspect ;ust to show off in tune with the modern trends.
CHAPTER 8
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RE(EARCH METHODO5O9: Researc" O,;ectives
To understand the attitude of the youths towards digital marketing. • To find out the reasons4 factors attracting the youths to digital marketing. • To find out the various issues, if any, faced by the youths going in for digital •
marketing.
(COPE O& THE RE(EARCH • To find out the factor that influences the youths for digital marketing. • To determine the feature of the website that attracts the consumer to purchase
online. • To find out the issues related with digital marketing.
CHAPTER )
DATA CO55ECTION AND INTERPRETATION
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1%
On -"ic" o$ t"ese online communities do /ou "old a !ersonal account<
Medium Facebook Twitter 6inkedIn 7ouTube
Res!ondents out o$ )*=in !ercentage> A/.AC /).AC 'AC AC
respondents
5 15
52.5 27.5
Facebook
Twitter
inked!n
"o#t#be
&nalysis The statement shows the ma;or youths prefer Facebook ass medium of communication and twitter being a part where is 6inkedIn being a professional tool for communication and connect and 7ouTube a marketing video channel
4% Ho- im!ortant are social media accounts suc" as &ace,ook. 5inked3In. T-itter etc% $or /ou< Res!onse ot important Important =ery important %ritical
Res!ondents out o$ )*=in !ercentage> AC 'AC @0C A0C
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Respondents
5% 15%
$ot !%portan t !%portant
50%
&er' !%potant (ritica)
30%
&nalysis Many youths and working individual prefers the medium as part of social activity and some of the professional connect some section do feel important as matter to the priority
8% Ho- im!ortant are online !lat$orms $or s"o!!ing. ,anking. trading. ,etting etc% $or /ou< Res!onse ot important Important =ery important %ritical
Res!ondents out o$ )*=in !ercentage> '/.AC @).AC /0C @0C
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*espondents 12.5 30
37.5 20
$o t i%po rta nt
!%po rta nt
&e r' i%po rta nt
(ritica )
&nalysis &s there are many shopping portals considering on Instagram so e!commerce scope is widening as many prefer trusted and know e!commerce karts as the reliable sources ofr online payments
)% Ho- im!ortant are !"oto s"aring !lat$orms. suc" as Picasa. &lickr. Instagram and ot"ers $or /ou< Res!onse ot important Important =ery important %ritical
Res!ondents out o$ )*=in !ercentage> '/.AC @0C /0C @).AC
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Respondents $o t i%po rta nt
!%po rta nt
&e r' i%po rta nt
(ritica )
12.5 37.5 30
20
&nalysis 9ere the ma;or youths are currently on sharing the moments and memories like snapchat Instagram and sources where there is back up of the pictures and secured tools of sharing.
?% Ho- im!ortant is it $or /ou to !reserve im!ortant documents. suc" as legal. !ro!ert/ !a!ers. etc% $or /ou< Res!onse ot important Important =ery important %ritical
Res!ondents out o$ )*=in !ercentage> 0C /0C 1AC @AC
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Respondents
20 35
45
$o t i%po rta nt
!%po rta nt
&e r' !%po rta nt
(ritica )
&nalysis It’s very important for youths and their various modes of online wher in the documents and various credentials of ones work are stored so this remains secures to keep it confidential with oneself. *ome consider as the critical path as this can sometime create a ma;or problem considering hacking so there can be chances of private documents being leaked.
@% Ho- im!ortant are virtual currencies =suc" as 'itcoin. 5inden. 5ite Coin> or online -allets suc" as Pa/Pal $or /ou< Res!onse ot important Important =ery important %ritical
Res!ondents out o$ )*=in !ercentage> @0 @).A '/.A /0
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*espondents
20
30
12.5
37.5
$o t i%po rta nt
!%po rta nt
&e r' !%po rta nt
(ritica )
&nalysis =irtual money being the latest mode of payment s these become easier to get the transaction in a faster way and payments are done on the tip of your finger considering e wallet
% Have /ou t"oug"t a,out !reserving or trans$erring t"e in$ormation or digital assets mentioned a,ove to /our $amil/ or $riends -"en needed< Res!onse 7es o
Res!ondents out o$ )*=in !ercentage> /0 0
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Respondents "es
$o
20
80
&nalysis The statement says that sometimes it becomes unsafe to share with any member of personal secure documents as this becomes open to the public with matter pertaining to your documents and legal papers
B% I$ t"ere -as a one3sto! service t"at allo-ed /ou to store. access and u!date an/-"ere an/time. manage and trans$er all /our digital assets or im!ortant in$ormation to /our $amil/$riends -"en needed. and in turn allo-ed /ou to !lan -ell $or t"e $uture. "o- likel/ are /ou to use it< Res!onse =ery likely 6ikely either likely or unlikely 3nlikely
Res!ondents out o$ )*=in !ercentage> ).A 1/.A /A /A
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(o)#%n1
7.5 25
42.5 25
+er' )ike)'
)ike)'
$eit,er )ike)' or #n)ike)'
#n)ike)'
&nalysis The statement shows the people are likely to used such services as they are updated with technology and services where as some do not have those tools to get access and some have no knowledge with the working
% I$ a ,ank or insurance com!an/ or an/ ot"er trusted entit/ suc" as la$irms !rovided t"is service as !art o$ t"eir o$$ering. "o- likel/ are /ou to use it< Res!onse
Res!ondents out o$ )*=in !ercentage>
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=ery likely 6ikely either likely or unlikely 3nlikely &nalysis Ma;or chunk of people do not
'/.A @).A ).A 1/.A want to make the online tool used for law
considering it being confidential and issues of hacking at high rate and sosme prefer as this becomes easy in matter of save the document rather paper files
Respondents &er' )ike)'
ike)'
$eit,er )ike)' or #n)ike)'
#n)ike)'
12.5
42.5
37.5
7.5
CHAPTER ? CONC5U(ION AND RECOMMENDATION
8igital Marketing industry is that there will be more points of contact. I visualie a future where advertising like the one we see on Times *>uare will be taking place in all cities around the orld through the evolution of electronic ink technology.
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hile all other industries are struggling with a growth rate of A to '0 C, digital media industry is booming high with )*+ growth rate. +ut the most remarkable point is that this growth rate is not going to be stagnant in the coming year
India will only get bigger and better in the years to come. 7ou might feel the need to know as to why is this so and in fact there is nothing wrong in researching something before you dive into it. This is why we have done a research and have come up with some facts and figures that will help you decide the worth of digital marketing before it is too late. 8igital is the communication technology used to market a message. Marketing is a process. The basics of marketing will never change because it involves telling the story of a brand to people. The way people are getting smartphones and tablets for anything and everything, it is apparent that demand for digital marketers will only increase in the coming the time.
General techni>ues like *-$, *-M and *ocial Media Marketing will be there. 9owever, personalied marketing activities targeting specific set of audience and influencers will be given higher importance. &utomation in marketing will emerge more effectively and will be predominant in future.
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