SOCIAL MEDIA MARKETING

SUBMITTED BY

ABHIJEET KULKARNI

HPGD/AP15/0785

Marketing

WELINGKAR INSTITUTE OF MANAGEMENT

DEVELOPMENT & RESEARCH

2017
 UNDERTAKING BY CANDIDATE

I declare that project work entitled Social media Marketing, In my own

work conducted as part of my syllabus. I further declare that project work

presented has been prepared personally by me it is sourced from any

outside agency. I understand that any such malpractice will have very

serious consequence and my admission to the program will be cancelled

without any refund of fee.

ABHIJEET KULKARNI
PREFACE

Connecting and engaging with Customers

Building a reputation, increasing Recognition or improving brand awareness
Generating leads or sales opportunities
Increasing event traffic
Reaching new prospects or buyers
Positioning company as an authority
Improving customer service with additional communication outlets

Social Media is a vital element for the online business.

It is an art of producing traffic to site for generating business through
online social group.
It help to build important business contact and to run a reputed business
on the internet.
Social media marketing is used as a branding tool and can increase
conversion, sales tracking, and page views and add exposure.
It is simple and low cost way if increasing sale and to bring traffic to the
website.
This will bring many people to the site and help for link building to get good
ranking in search engines. It increases the site popularity & to bring the potential
customers to our niche area.
By using the following famous Social networking sites we can increase the site
traffic and to get potential customers.
Twitter.
Facebook.
Linkedln.
Others medias ( Faves, Delicious, etc.)
ABSTRACT

Social Media Marketing Opportunities:

QR codes. Use QR code at the tradeshow visitors can scan the code which will take them
to

a landing page. This page can include all social outlet links including blog links.

Traditional blogging. Create blog posts talking about the event. Ask questions of the

Audience are they attending? What are they looking forward to? What are their thoughts
on?

The keynote/topic? Etc. After the event, write a summary, thank specific people who did

Something great, and ask your audience what they thought.

Live blogging. Try live blogging during the Event to reach those who were unable to attend

The event. Blog a recap of interesting sessions covering the main points for those who
werent

able to make it to the show. Add the writers perspective of the session.

Take photos. Take many photos and share on social networks that evening. Tag those you
know. Use Flickr to upload add captions, tags to those you know, keywords in description,
and links. Use Creative Commons license to allow others to share the photos with their social
circles.

Videotape relevant events. If an employee is speaking at an event or sitting on a panel,

video tape the session and share via social media outlets, like YouTube.

Ask for feedback. Be sure if you share events through social media, welcome honest
feedback. Ask your audience what they thought? Ask to share their stories.
EXECUTIVE SUMMARY

Social media marketing is the use of social media platforms and websites to promote a
product or service. Most of these social media platforms have their own built-in data
analytics tools, which enable companies to track the progress, success, and engagement of ad
campaigns. Companies address a range stakeholders through social media marketing
including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social media
effectively, firms should learn to allow customers and Internet users to post user-generated
content (e.g., online comments, product reviews, etc.), also known as "earned media", rather
than use marketer-prepared advertising copy. While social media marketing is often
associated with companies, as of 2016, a range of not-for-profit organizations and
government organizations are engaging in social media marketing of their programs or
services.

The Internet has grown exponentially over the past few years due to major developments like
the development of user- friendly interfaces such as Netscapes navigator and Microsoft
internet explorer, the explosion of the Internet and easy accessibility to computers due to the
crash in system prices e-marketing evolves from the companys overall e- business strategies
and selected business models attempts to provide a clear picture about the E-Marketing in
India and its various issues, opportunities. It also attempts to draw an effective E-marketing
strategy in India.
 INDEX

PREFACE 3

Abstract 4

Executive Summary 5

Important components of social media marketing 7

Social Media Proposal for Marketing 9

Introduction to social media marketing 21

History of social media marketing 31

Secondary Social Sites 32

Rationale for social media marketing 33

Internet Opportunity 35

Difference between Social media marketing & Traditional Marketing 37

Misconception 39

Advertising Electronic Media 41

Perception of online advertisements 53

Finding for social media marketing 56

Conclusion 57

BIBLIOGRAPHY 60

IMPORTANT COMPONENTS OF SOCIAL MEDIA MARKETING

The Five Key Elements: A Brief Explanation

Listening

Listening refers to the process of searching and monitoring public conversations and shared
content for mentions of brands, products, services, questions, or other keywords with the
intention of identifying and understanding trends. Some software has automatic sentiment
tracking, which is the ability to compare two organizations against one another to determine
the relative share of voice. They also may provide trend analysis to show emerging and
popular conversations. Listening can also be done manually by examining the news feeds of
various sites or individuals to uncover valuable intelligence based on what they share.

Content Marketing

Content marketing is the use of media, such as written text, pictures, videos, slideshows and
more, to earn attention and traffic with the intent to position a company or individual as
knowledgeable and trusted, and to generate new prospects and customers. Content marketing
is most successful when focused on providing valuable information to the target audience.
Content can either be created or curated (collected and organized from around the web).

Engagement

Engagement is the process of directly connecting with another individual, and using a
mixture of listening, content marketing and conversation skills to build trust and loyalty by
solving problems and providing value.

Promotion & Advertising

Promotion and Advertising are two interrelated activities that cover the use of any paid
method used to generate awareness about a product, service, website or marketplace.
Promotion can involve offline activities such as business cards or posters, or online activities
such as display advertisements, social media promoted posts or PPC.

Measurement & Analytics

Measurement and analytics covers all activities related to the capture and analysis of data.
This can include user demographic or interest data, website traffic and behavior, interactions
and impressions for advertisements, and any other activity that generates data.

Measurement and analytics should be applied to all of the other four components of social
media in order to understand and improve the effectiveness of each activity

Digital marketing services are a group of offerings that can promote your brand or company
primarily using the Internet. Whereas traditional marketing campaigns may include
television, radio and print advertisement, these marketing tactics work online and on our cell
phones. When combined with traditional marketing services, digital marketing can help give
your company the exposure it needs.
In business, more exposure often means more sales, so it is easy to see why any company
could benefit from digital marketing services. Let take a look at the main components of
social media marketing in todays day of age.

Social Media Proposal for Marketing

 Social Media Services Proposal for:
Enter Client Name and/or- Logo Here

YourCompanyName is pleased to provide Client Name with the following social media
proposal. The intent of the proposal is to deliver a complete social media and integrated
marketing solution designed to improve net revenue results as well as customer loyalty and
engagement.

YourCompanyName will provide social media consulting and execution services in the
following areas:

1) General Analysis and Social Marketing Integration Consulting

2) Social Media Strategy Development and Execution
3) Daily Social Media Management Services

General Strategy and Social Marketing Integration Consulting

Proper integration of all aspects of marketing and messaging with clear objectives, target
audience and flow are essential for optimal performance and ROI within social media
marketing. Currently, few individual components are in place leaving a significant
opportunity for unified and consistent messaging, as well as the need for significant upgrades
in digital marketing norms, resulting in opportunity to connect and engage customers.

YourCompanyName will provide strategy, development, consulting and execution to bring

all aspects of social media and traditional marketing efforts into alignment with unified goals
and purpose.

Social Media Strategy and Execution

The proper and effective use of Social Media is to build community, conversation and
relationships with your audience. There are significant opportunities for Client Name to
achieve gains within this medium. Currently, Client Name is missing most social
components, thereby forfeiting opportunities to engage clients, prospects and fans.
Furthermore, there are significant opportunities to optimize existing marketing and branding
efforts to leverage the social components to attract additional prospects, customers and
revenue.

Through consulting, strategy and executing in cooperation with Client Name,

YourCompanyName will direct the proper implementation of Social Media channels that
will further build the brand, loyal customer base and community. Some of the activities that
will be included in the program are:

1) General Social Media Strategy and Social Integrated Marketing consulting.

2) Formal Analysis of current marketing deployment, Social strategy development and
integration.
3) Social Media Account creation, management and daily responsibility, including
Facebook, Twitter, Linkedin, YouTube.
4) Fanpage custom landing page design and implementation.
5) Twitter page custom background design and implementation.
6) Development and execution of a social content strategy
7) Management of Fanpage posting - We will be posting 1-3 times per day
8) Management of Twitter posting - We will be posting 12-20+ times per day
9) Cross channel flow consulting from all media sites including website, fanpage,
twitter, etc.
10) General text, photo, video and other posts to Social Media umbrella sites.
11) General compilation and coordination of client news, events, community involvement
postings within Social Media umbrella sites.
12) Social Media cross pollination and marketing integration plan and execution, ensuring
all client channels are integrated and draw on one another toward social media.
13) Responding and engaging with fans and followers to build relationships.

Pricing:

Includes: $0,000 Per Month client initials:

______

All program items listed within the agreement

Extras:

List extra items $ 000 Per Month client

initials: ______
Total:

$0,000 Per Month

Terms:

This is a 6 month agreement that executes the above outlined consulting and managed service
areas. Payments will be made via credit card and billed on a monthly basis, starting on the
date of this agreement and continuing every month on the monthly anniversary date.

Client Involvement:

YourCompanyName cannot be on the clients premises daily, or know information that is

going on within the company that is new, interesting or relevant to post within the clients
social graph. Therefore the client agrees to:

1) Email YourCompanyName with this information as soon as possible.

2) (examples) Email photos of specific client events, etc.

3) (examples) Email videos of specific client events, etc.

The undersigned parties have executed this Agreement thereby making it effective:

Your Clients Company Name Your Company Name

Signed: Signed:

____________________________________ ______________________________________
_ _

Title: Title:

Date: Date:

Billing Details:

Card Type: ________________________ Card #:

_____________________________________________________
Name on Card: ___________________________________________ Exp Date:
____________________________

Security Code: ______________ Card Billing Address:

________________________________________________

Billing City: __________________________________________ Billing State/Zip:

____________________________

Want to use social media in your marketing, but dont know where to start? Our Social Media
Plan Template can help you collect your thoughts into one simple document.

Use the tables below to answer key questions about your marketing, and start you Social
Media Plan today. Simply answer the questions in italics.

Social Media Planning Checklist

Below is a quick six step Social Media Planning Checklist to help you get started. You can
also read our Social Media topic, or send us an email for further assistance.

1. Conduct your analysis

Analyse the social media tools available.
Analyse your marketing and find out if youre ready for social media.
Analyse your customers to see if they use social media.
Analyse your competitors and their social media pages.
Conduct a risk assessment for social media activities.
2. Develop your social media strategies
Revisit your marketing plan and look at your main marketing goals and
strategies.
Determine if and how social media can help you achieve them.
Develop your marketing strategies to help you enter the market, develop your
brand or build awareness, and communicate/engage with customers.
3. Establish the rules
Develop some internal policies and procedures to cover security, privacy and
content.
Develop an acceptable use policy for your social media users.
4. Set up a team
Set up a team with appropriate skills/training.
Establish their roles and responsibilities.
Familiarise them with your internal policies and procedures.
5. Get started
Set up your page/profile/blog.
Build your networks.
Implement social media strategies.
6. Review
 Monitor and measure the impact of your strategies.
Adjust/modify your strategies as needed.
1. Conduct your analysis

Social media tools analysis

Social media tool/website Purpose/description Opportunities Limita
List each social media tool that What is the purpose of this Outline the specific areas of Are the
you intend to analyse. social media tool or website? each tool that you think your limit y
NB: Visit our Social Media topic How do your customers use it? marketing will use and how. strict t
for details of each social media may li
platform terms

Marketing analysis
It may help to think of your answer to the following questions when completing this section:

Are your customers or potential customers likely to use social media?

Do you have adequate skills or resources to launch an online social media presence?

Social media tool/website Marketing goals Suitability Skills/

List each social media tool that Which marketing goals/objectives Rank the tools according List an
you think you will potentially use. does this social media tool align to how suitable the tool is needed
NB: Visit our Social Media topic with or help achieve? to your goal(s).
for details of each social media
platform

Online customer analysis

Social media tool/website Customer demographics Volume of customers Detail
List each social media tool your Analyse your online customer Estimate the number or Includ
customers use. base. You can include age, gender, percentage of your overall interac
NB: Visit our Social Media topic social status, education and customers using social interac
for details of each social media attitudes. media.
platform NB: marketing.gov.au has handy
tools for conducting marketing
research

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Competitor analysis
[For each social media tool, list your main competitors and details of their online presence.]

Social media Competitor Online Market share (%) Strengths

tool/website
List each social Competitor Enter an estimate of your What are your competitor's main
media tool/website names. competitor's percentage of social media strengths?
you intend to use. market share for this
NB: Visit our tool/social media site.
Social Media topic Alternatively, you can include
for details of each the number of followers.
social media
platform

Risk management
List the potential risks of social media to your marketing (in order of likelihood) and any
mitigation/contingency strategies.

Marketing risk Impact Likelihood Mitigation strategy Co

Description of the risk and the High, Highly Unlikely, What actions will you take to Wh
potential impact to your Medium, Unlikely, Likely, minimise/mitigate the potential risk to eve
marketing. E.g. risk of exposing Low. Highly Likely. your marketing?
sensitive information, risk of
customers posting negative
reviews
NB: Visit our Social Media
topic for more about risk
management

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2. Develop your social media strategy

Vision & goals

Vision statement
Include your vision statement from your marketing/marketing plan. The vision statement briefly
outlines your future plan for the marketing. It should state clearly what your overall goals for
the marketing are.
Goals/objectives
Include your short and long term goals from your marketing/marketing plan. What activities will
you undertake to meet them?
Your market
Target market
Who are you targeting through your social media tools/websites? What percentage of your
overall target market will be using social media?
Communication/engagement strategy
How will you communicate or engage with your target market? How often? How will you
establish and maintain this interaction?

Social media tool/site Customers/users Communication strategy Freq

List each social media Include a brief description of How will you engage/communicate with E.g. D
tool/site you will be the users you will be targeting these customers? What strategies will you week
using. for each social media tool. use to establish and maintain this
interaction? E.g. giveaways, promotions
or exclusive deals.
NB: Visit our Social Media topic for
details of each social media platform

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Social media strategy

It may help to think of your answer to the following questions when completing this section:

How do you plan to enter the market?

What activities will you complete to develop your brand or build awareness?
What do you want to achieve?

Activity/milestone Person Date of Cost ($) Key Performance

responsible expected Indicators (KPIs)
completion
E.g. increase website traffic, search Who is When do you Estimated What indicator/
engine optimisation, networking, responsible for expect to cost of measurement resul
recruitment, paid advertising, in-app completing this complete the activity. need to be met befo
advertising, reciprocal linking, task? activity? activity is consider
application development. success?

3. Establish the rules

Social media content policy

List your main policy details in the table below. Include a reason why theyre important to your
marketing and which social media tools they apply to. You may also like to attach a copy of your
full social media policy to the back of this plan. You can also download our social media policy
template, and customise it to suit your needs.

Policy details Reason

You can include what can and cannot be Include a reason why each policy is important to your
published, tone of voice & language principles, marketing.
privacy principles, non-disclosure principles
and general customer service standards.

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Social media content procedures
Does your procedure include an approval process for all content? Have you included a content
removal procedure for inappropriate content? Does it cover procedures around accepting
friends/followers?

Customer privacy strategy

What current privacy strategies or procedures do you have in place to ensure the security of
personal information? Have you introduced customer service/privacy standards? Do you follow
any particular code of practice?

Security strategy & procedures

What internal authorisation procedures do you have for approval and monitoring of access to
your online accounts?

Acceptable use policies

Do you have an acceptable use policy for each social media presence? Have you specified what
content isnt acceptable e.g. illegal, explicit, or offensive comments/posts? Have you briefly
outlined the procedures for warning users and the subsequent removal of the specified
content/user?

4. Create your social media team

Roles & responsibilities

Role Details of responsibilities % of time spent Pe
on social media
E.g. Social E.g. E.g. 20% E.g
media manager Develop & implement social media strategies
Develop & implement marketing campaigns
Perform regular monitoring & measurement activities
Manage social media team
Networking.
E.g. Social E.g. E.g. 50% E.g
media Monitoring daily and responding to comments/enquiries.
administrator Posting/updating twice weekly
Approving/removing users
Removing inappropriate content
Networking.

Key personnel training

List your current/future staff in the table below and any training requirements.

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 Job Title Name Skills or strengths
E.g. Marketing/ Sales Manager E.g. J. Smith Relevant qualifications in Sales/Marketing. At least 5
years experience in the industry. Award in marketing
excellence 2007.

5. Get Started

Action plan
Before you get started, list the main actions/milestones you hope to achieve in the first
months/year. I.e. Researching your competitors, or completing your social media plan. Then,
once youre more confident in social media, you can include things like website traffic numbers,
friend/follower numbers or sales milestones.

Action/Milestone Date of expected

completion
What are the social media milestones that you need to complete starting from today? When do you expect to
complete them?

6. Monitoring/measurement activities

It may help to think of your answer to the following questions when completing this section:

How do you measure the impact of your strategy?

How has it improved your overall sales/awareness objectives?
Is it effective? If not, how can you modify your strategy to get a better result?

Social media activity Date of review Monitoring methods Review out

E.g. website traffic, e.g. Month/Year What tools did you use to measure/monitor the What were
networking, paid impact of your social media activities? Did your ac
advertising, in-app Performanc
advertising, reciprocal sales/profit
linking, application customers d
development. visited your

Social media budget [YEAR]

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Double-click the table below to enter your details or attach your own budget at the back of this
plan.

INTRODUCTION TO SOCIAL MEDIA MARKETING

When used properly, social media can be a valuable addition to a department's communications
strategy. Because many employees have expressed an interest in developing and maintaining a
social media presence in personal and professional capacities, the Office of University
Communications and Marketing has crafted the following introduction to social media. Please
read this overview prior to developing your social media presence.

What is social media?

Social media is an internet-based form of communication. Social media platforms allow users to
have conversations, share information and create web content. There are many forms of social
media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant
messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.

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What are the benefits of using social media?
Billions of people around the world use social media to share information and make connections.
On a personal level, social media allows you to communicate with friends and family, learn new
things, develop your interests, and be entertained. On a professional level, you can use social
media to broaden your knowledge in a particular field and build your professional network by
connecting with other professionals in your industry. At the company level, social media allows
you to have a conversation with your audience, gain customer feedback, and elevate your brand.

Should I create social media accounts for my department?

Only university employees who are authorized by their departments may use social networking
to conduct university business. Before you decide if you will make an account, review what
other USF departments are doing by looking through the USF Social Media Directory. Also,
make sure that your department does not already have a social media account on the sites you
plan to use. If an account has already been created, do not create another one. Instead, contact the
current account manager if you wish to add content.

What social media sites should my department be on?

With so many new social media sites launching each year, deciding which one is right for your
department can be overwhelming. It is important to be aware of emerging social media sites, and
understand how they could fit into your communications strategy. However, not all social media
sites will be conducive to your department's brand or marketing goals.

Before you launch an official account on a new social media site for your department, try it on a
personal level. Create an account for yourself, and then use it. Study how other individuals and
companies use the site. What type of content is posted on the site? Which posts are the most
popular on the site? How often are users and companies posting?

Then, think about how your department would fit in. Just because you can be on a social media
site, doesn't necessarily mean you should be. Spreading yourself across too many social media
sites could dilute your social strategy, preventing you from using any of them effectively.
Instead, focus on the social media sites that allow you to share your content with the appropriate
audience.

What social media sites does the University of South Florida use?
While there are many types of social media sites available for use, the University of South
Florida has established an official university presence on eight sites: Facebook, Foursquare,
Instagram, LinkedIn, Pinterest, Tumblr, Twitter, and YouTube. These university social media
accounts are all maintained by the Office of University Communications and Marketing. Below
is a summary of each site.

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Facebook is a social networking site that allows people from around the world to network with
friends, companies and organizations. Departments looking to build overall brand awareness
should consider using Facebook. UCM maintains the USF Facebook Page, and frequently posts
content, including videos, photo albums, event listings, links to news stories and more.

Foursquare is a location-based social networking site available to users with GPS-enabled mobile
devices. Departments who host several events should consider using Foursquare to encourage
students to check into those events and venues. UCM maintains the USF Foursquare page, where
it posts "tips" and information about the university. In conjunction with several university offices
and departments, UCM also maintains official USF Foursquare venues.

Instagram is a social networking site that allows users to share pictures and short videos using
their mobile device. UCM maintains the USF Instagram account and posts campus scenes,
current events and more.

LinkedIn is a business-related social networking site used mainly for professional networking.
Departments looking to connect with their current employees or alumni should consider creating
a LinkedIn group. UCM maintains the USF LinkedIn page, and frequently posts updates about
job postings, academic programs, campus events, research projects, and more.

Pinterest is a social networking site that allows users to organize and share content using virtual
pinboards. With a large female audience, the website offers inspirational and creative content
such as recipes, craft projects, fashion, and event planning. UCM maintains the USF Pinterest
page, and frequently pins items such as Bulls apparel, campus traditions, residence hall dcor,
and more.

Tumblr is a blogging site that allows users to post text, images, videos, links, quotes and audio.
UCM maintains the USF Tumblr site, and posts USF-related content, including pictures, videos,
creative writing and more on a daily basis.

Twitter is a micro-blogging site that allows people to post updates in 140 characters or less.
Departments looking to engage their audience at a high frequency and have the resources to
respond promptly should consider using Twitter. UCM maintains the USF Twitter Feed, and
frequently posts information about campus events, university research, student accomplishments,
USF news stories and more.

YouTube is the world's largest video sharing site. Departments with a videographer or high
volume of videos should consider creating a YouTube channel to publish their videos. UCM
maintains the USF YouTube Channel, where it posts the latest videos about the people, places
and programs of USF.

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Social media marketing in its simplest terms refers to the marketing and selling of goods and
services using the Internet as the sales and distribution medium. What started as a cottage
industry in the early nineties has mushroomed into a global multibillion-dollar industry that has
been embraced by industrial giants such as Microsoft and General Electric.

The Internet has reduced the world into a global village, has made distance irrelevant and time
zones little more than an inconvenience. Businesses in the remote parts of India can easily
service clients in the bright cities of America, while goods produced in China are sold to
consumers in all parts of the world.
The Internet has made all this possible and made Social media marketing a reality.
Social media marketing offers anybody over a certain age with access to a computer and access
to an Internet connection, the opportunity to go into business for themselves with little or no
start-up costs.

There are two main ways to conduct business over the Internet.
One can either sell their own products and services, in which case they will be doing business as
a merchant. Many people though, have neither the time nor resources to create and offer their
own products or services. Fortunately for this large group of people they can still earn significant
sums of money as affiliates.

Affiliates are Internet Marketers who are actually middlemen or women. They will typically
have a website of their own, and on this website they will promote or review a product or service
that is provided by a third party (the merchant). Affiliates earn money by joining the affiliate
programs of merchants, and earn commissions when visitors to their websites go to the
merchants website by clicking on either a textual or graphical link strategically placed on the
affiliates website.
In the brick and mortar world, businesses only make profits when they make sales they only
make sales when they have customers and clients which they only get when they have
prospects. Do you see the trend?

It all starts with prospects.

It is the same with Social media marketing. One can have the biggest, baddest and even best
website in the world, but without prospects, their website is dead on arrival.

So the million-dollar question is how does one bring prospects to their website?

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Answer to this is
Lets go back to our brick and mortar business how does it get prospects? Few ways one can
think about this is...
1. Advertising
2.Word of mouth referrals
3.Passing Traffic
As one might have guessed, it is no different with Social media marketing.
For advertising, Internet Marketers advertise on third party websites using banner adverts or
plain text links. They can also use Pay-per-click campaigns, of which Google Ad words is
probably the most popular.
Word of mouth referrals can happen in two ways. Firstly, someone could verbally give you the
address of a website, which you then precede to type into your browser. An example would
be www.microsoft.com. The other way word of mouth referrals happen is when people write
about a website on their own website and then include a link to the other website. Visitors can
then click on the link and go directly to the other website.
Finally, there is passing traffic. For most Internet Marketers this is usually the cheapest and
largest source of prospects. It usually involves Search Engine Marketing where marketers try to
get traffic by ranking high in the search engines. The technical name for this effort to rank high is
Search Engine Optimization (SEO). As you well know, Google is by far the largest search
engine, so you cant talk about SEO without mentioning Googles role in Social media
marketing. We will visit this in more depth later.

Benefits of Online Business

Many people, dreams of one day owning their own business. It is a sad fact of life that the vast
majority of people never venture to do so. Perhaps it is even sadder, that even those that are bold
and brave enough to become their own boss often return, with their tails tucked firmly between
their legs, to regular paid employment.
Why? What is the problem?
Isnt the answer obvious?
Think about costs accommodation, suppliers, marketing and all the rest.
Between us, it takes a very brave man or lady to take on all these hurdles. The beauty of Social
media marketing is that it is all so different. Here are a few of the factors that make Social media
marketing such an attractive proposition:-

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Low Risk
one could try before they buy. Many successful Internet Marketers did not quit the safety of their
jobs to become full time Internet Marketers. What they did was establish and run their Social
media marketing (IM) business in their spare time. When it took off and started to earn them a
very decent income, they were then able to quit their jobs.
On the other hand, those that were not successful still had the safety of their jobs to fall back on.
The thing that makes IM such a low risk enterprise, apart from the low start up costs that well
discuss next, is the fact that you dont have to be physically present to run the business. It can
and should run on auto-pilot 24 hours a day.

Low Cost

To start up a brick and mortar business, one literally need tens of thousands of dollars. One needs
to rent or buy accommodation, then pay for inventory, staff, insurance etc. With Social media
marketing, all you really need is a well optimised website, and that will only set you back a few
hundred dollars, and you are ready for business.
Yes, it is that easy and cheap, as you will soon begin to realise.

Exposure

when one has a traditional business, they are limited to a very large degree by your location. It is
almost unheard of to have a small widget factory in Brazil supplying widgets to a large
manufacturer in Germany. This, however, happens to be the norm with Social media marketing.
One can be located in the middle of Surrey in England, but have most of their clients come from
Australia and the US. Like said earlier, the Internet has reduced the world to a global village.
Your next customer is only a click away, not thousands of miles away.
It is worth mentioning that the Internet has made it much easier for traditional businesses to
extend the reach of their market. However many of the businesses still use traditional marketing
practices, which quite frankly dont work very well on the Internet.

Testing and Tracking

Advertising in the offline world is notorious for being hit and miss. As the joke goes, half of
every advertising budget is wasted, but nobody knows which half. On a more serious note, this
means that businesses spend twice as much as they really need to on advertising, and in return
get a return on investment (ROI) that is 50% lower that it should be.

25
This is not the case with Social media marketing. When properly done, the results from IM
efforts can be tracked in real time, which means that testing becomes a very realistic and
affordable proposition. With IM one can identify what works and discard what doesnt.

Leveraging Time

As mentioned earlier that one dont need a physical presence to run an online business, because
the business should be able to run on its own with little or no human intervention.
This means that one can use the time that you would otherwise have spent running the business,
to set up yet another website. What I am getting at here is that a true Internet Marketer will
usually have multiple websites running at the same time, each one contributing a profitable
income stream to the bottom line of the online business.
This is Social media marketing at its best.

Social media marketing is not a JOB

Many people mistake certain activities for online marketing. Certainly, if one are entering data
into an online database that is not Social media marketing. That is an online job.
The problem is more subtle than that though. An Internet Marketer could choose to spend all his
time developing a web site, writing articles, designing graphics, programming scripts, optimising
the website for search engines, dealing with support issues etc. If they go down this route, they
will end up working in their business, but not on the business.
An Internet Marketer has the option to outsource all the activities as mentioned, but many are
reluctant to do so, because they want to save money. What they dont realise is that by working
in their business, they are not able to leverage time (as mentioned in the previous section), and
their business will grow in a very linear fashion.
Remember, Social media marketing should be a business NOT a JOB.

Affiliate Marketing Overview

As briefly touched on Affiliate Marketing earlier on, now I lets give a slightly more detailed
overview of a business model that is arguably the most popular way of making money online.
Affiliate Marketing in a nutshell is the marketing and promotion of a product or service for
another business in return for a commission. That business in IM parlance is often referred to as
the merchant, and this could be a large established company like Amazon, or an individual
person like you and me.

26
There are very few people who have been online for longer than a year that doesnt know about
Amazons affiliate program. It is one of the earliest affiliate programs on the Internet. I will
briefly describe how it works for the benefit of those who arent very sure how Affiliate
Marketing works.
Amazon, the merchant, has an affiliate program that anybody who owns a website can join. The
website can be a personal blog, a business website, a directory it doesnt really matter.
Lets assume that someone owns a website about pets.
On this website he has pages for rabbits, parrots, dogs, cats and so on. When someone visits his
webpage about pet dogs, the chances are that they either own a pet dog or are interested in pet
dogs. It is also safe to assume that they might be interested in reading books about pet dogs.
What he then does is display five or six popular books about dogs that are sold on Amazon, with
a link to Amazons sales page for each of the five or six books. When any of his visitors clicks on
the links, they are taken to Amazons website. If they end up buying the book from Amazon,
Amazon will pay him a pre-agreed percentage of the book price as commission.
One important point to note is that the buyer does not pay a cent more for the book because they
bought the book via my affiliate link. The price of the book will be the same, whether they
bought directly from Amazon, or through an affiliate link.
That is a brief synopsis of how Affiliate Marketing works. Now you are beginning to see the
benefits of Affiliate Marketing to both the merchant and the affiliate.
Here are a few benefits of Affiliate Marketing to the merchant:
- They are able to reach a much wider market than they would otherwise have had been able to.
- Affiliate Marketing is one of the cheapest marketing models to implement.
- The merchant only pays for results. If a merchant ends up paying a lot of money to an affiliate
that is only because the affiliate is generating a lot of sales for the merchant.
- The problem of paying for advertising that doesnt work is no longer an issue with Affiliate
Marketing.
It is common to outsource the management of affiliate programs to Affiliate Networks, which
specialize in running affiliate programs. This makes for cheap, hands off approach for the
merchant.
It is not only the merchants who benefit from Affiliate Marketing. Many affiliates have found
that Affiliate Marketing is almost the perfect model for them. Heres why:
- Affiliates dont need a product of their own to get involved in Affiliate Marketing. This means
they can start earning money even without a product of their own.
- The start-up costs for Affiliate Marketing are almost non-existent.
- There are very many merchants, products, and networks to choose from. It is safe to say that an
Affiliate Marketer will never run out of things to promote.

27
- It is entirely hands off. Once you do the initial setting up, money appears into your account
without you having to lift a finger.
- You can promote numerous products at the same time without increasing your daily workload.
- Affiliate Marketing is low risk. If a product that you promote doesnt work out, you can use the
website to promote something else. Changing to another product will only take a few hours at the
most.
Affiliate Marketing is an easy way to establish relationships within an industry.
As you can see, Affiliate marketing has a lot going for it.
Are there any disadvantages to Affiliate Marketing?
Though I wouldnt really classify them as disadvantages, there are a few things you should be
aware of.
- Since you dont own the products, you are entirely dependent on someone else for your income.
If a merchant were to collapse tomorrow, the income stream you derive from the business
affiliate program would disappear overnight
- Although, there are quite a number of programs that pay out 60% or more commission, you still
earn whatever the merchant decides to pay affiliates. When you have your own product you set
the price and determine how much you earn from each product.

It is worth noting that there are different Affiliate Marketing models. Here are a few that you
should be aware of:
Pay Per Click (PPC) with this model, the merchant only pays when someone clicks on a link
to his or her website. Using Amazon as an example. If one has affiliate links on his website.
Amazon would pay him a commission each time that someone clicked on one of the links. The
commission paid could range from a few cents to several dollars.
Pay Per Performance (PPP) the merchant only pays for a defined result, which is usually a
new sale or a new lead. These models are called Pay Per Sale (PPS) and Pay Per Lead (PPL)
respectively. The Amazon example which is discussed initially is a PPS model. PPL models are
popular amongst sales oriented businesses such as auto dealers and real estate brokers.
Cost Per Action (CPA) This is similar to PPP and is the preferred model for many affiliate
networks.

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29
HISTORY OF SOCIAL MEDIA MARKETING

Considering the current volume of social media marketing business, its hard to believe how
young the internet marketplace is. While the timeline of social media marketing has been short,
the cumulative events leading up to where we are now have impacted the entire globe faster than
any marketing revolution in history. Social media marketing is the practice of using the Internet
as a medium for a marketing campaign. An Social media marketing campaign can involve
several different types of advertisements, including the banner bars that formed of core of online
advertising efforts in the late 1990s, a newsletter distributed via e-mail, an interactive pop-up
window, links to one World Wide Web site from another, and a Web site itself. Social media
marketing efforts can be designed to push direct sales, build or solidify a brand, encourage repeat
business, and garner customer information. Quite often, the Internet is just one of several
mediumsincluding television, radio, and print that companies use in their marketing
campaigns.
In 1994, spending for social media marketing totaled nearly nothing, but increased to over $300
million in 1995.
After a decade later, marketing spending and social media marketing business has exploded to
nearly $500 billion
(According to Forrester Research).
Today, its hard to believe in having an organization which doesnt have some kind of online
presence.

30
Secondary Social Sites
Google+ (500 million users) is a social network that aims to make sharing on the
web more like sharing in real life. Though the initial demand was extremely high,
the statistics show users spending an average of a few minutes per month on this
site, whereas they spend 7.5 hours on Facebook monthly.

Instagram (130 million users) is an online photo-sharing and social networking

service that allows users to take pictures, add filters and share through other
social networks, such as Facebook or Twitter.

Pinterest (70 million users) is a content sharing service that allows members to
"pin" images, videos and other objects to their pinboard. When they click these
pins, it directs them back to the original content webiste. With a website plug-in
installed, a user can pin, comment, and share with their friends

Foursquare (25 million users) is a social networking website for mobile devices
that uses a GPS-based application. Users are rewarded for checking in with user
points and badges. Friends can share their location with one another through the
Application.

Monitor & Measure Social Media

Track Twitter follower gains/losses chart monthly what percentage of growth in
activities are we seeing who is participating what new doors are open as a
Result of activity
Track retweets of our content by followers widens audience reach (Hootsuite type
tools can help with tracking)
Track the number of subscribers and visitors to the blog
Track the number of Likes and reach month on Facebook
Evaluate the conversations and engagements did an opportunity arise from the effort
Track overall activities what are our activity levels? When is the best time for
activity? What is our impact on followers /likes? Are we getting more news coverage as a
result of activity? How do we compare to competitors?
Track website visits using Google Analytics how much traffic was driven by your
social channels
Monitor Facebook activities using Facebook Insights

31
RATIONALE FOR SOCIAL MEDIA MARKETING
How significant is Social media marketing to businesses today?
The answer as always, is it depends. The relative importance of the Internet for marketing for
an organization still largely depends on the nature of its products and services and the buying
behavior of its target audience. Social media marketing usually aligns itself with the way
consumers make purchasing decisions. It enables you to build relations with customers and
prospects through regular, low-cost personalized communication, reflecting the move away from
mass marketing.

Convenience
Social media marketing enables one to be open for business around the clock allowing customers
browse your online store at any time and place orders when it is convenient for them.
Reach
Social media marketing enables to overcome barriers of distance, thus selling the goods in any
part of the country, or in fact world without setting up local outlets and widening ones target
market. One can also build an export business without opening a network of distributors in
different countries
Cost
There are no recurring costs of property rental and maintenance and non-requirement of purchase
stock for display in a store. One can order stock in line with demand, and keeping ones
inventory costs low.

Personalization
Social media 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, one can make targeted offers that reflect their interests.
Relationships
The Internet provides an important platform for building relationships with customers and
increasing customer retention levels. Post sales follow-up email, time-to-time personalized
offers, request to submit product reviews helps in building a sense of community.
Social
Social media marketing enables one to take advantage of the growing importance of social
media. By incorporating social networking tools in ones Social media marketing campaigns, the
web presence can be increased.

32
INTERNET OPPORTUNITY
The country is on the verge of a huge expansion in Internet usage. If it manages its online
engagement intelligently, GDP could soar.
March 2013 ARTICLES

India has about 120 million people online todayjust 10 percent of its population. By 2015,
however, there will be more than 330 million of them, making the country second only to China
in the number of citizens using the Internet. That expansion offers India an opportunity to
transform its Internet profile, to expand usage even beyond current projections, and to boost
GDP substantially. But these things will happen only if a range of public- and private-sector
stakeholders can put in place the right conditions, argues Online and upcoming: The Internets
impact on India, a report from McKinseys technology, media, and telecommunications practice
and the McKinsey Global Institute.
Despite Indias large current and future base of users, the Internet now contributes only modestly
to GDP. Its citizens, like their peers in other developing countries, spend little money online,
equivalent to only 1.6 percent of GDP in 2011, compared with 3.4 percent in developed nations
(exhibit). Under the right circumstances, however, India could close that gap within three years,
our analysis shows. Several advantages could help the country achieve this goal: the online
behavior of its people is rapidly converging with that of users in more developed countries, and it
has a well-established base of exports in information and communications technology.

Exhibit

India could more than triple its iGDP, to about $100 billion, by 2015.

Still, in India, private technology consumption makes a significantly smaller contribution to GDP
than it does in most countries. If Indias information- and communications-technology
expenditures were comparable to those of the developed world, the Internets contribution to
GDP, including the impact on industries up- or downstream from the Internet industry itself,
could triple.
As robust as this potential may be, India faces challenges to get ready for an aggressive ramping
up of Internet adoption. Compared with 57 other countriesdeveloped and developing alike,

33
assessed on a broad range of macroeconomic and technical metricsIndia ranks in the bottom
quartile across a range of preconditions for Internet adoption: Internet penetration as a
percentage of total population, median monthly cost of broadband Internet service, quality of
Internet infrastructure, and the like.
To establish the preconditions for transforming the Internet into a much more dynamic engine of
growth for India, a variety of stakeholders will need to collaborate on five key initiatives:
Extend Internet infrastructure beyond the tier-one cities, to semiurban and rural parts of
India.
Make Internet access and usage less expensive.
Encourage large-scale digital literacy to promote user engagement.
Introduce Internet-based applications in all parts of the economy, including nontraditional
areas, such as agriculture, education, energy, health care, and public utilities.
Create a favorable environment for Internet businesses, both to encourage start-ups and to
scale existing companies.
This list of initiatives is by no means exhaustive. To make them succeed, three groups of
stakeholders will need to collaborate: policy makers, to set the course and the legal framework;
private enterprise, to improve the Internets infrastructure; and entrepreneurs, to deliver products
and services for the next 350 million Indian Internet users.

Difference between Social media marketing and

Traditional Marketing
Social media marketing differs significantly from conventional marketing communications
because of the digital medium used for communications. The Internet and other digital media

34
such as digital television and mobile phones enable new forms of interaction and new models for
information exchange Differences - Traditional Marketing and Social media marketing

Changing patterns of Marketing

Traditional Marketing V/s Social media marketing
Marketing over the years more so recently has started being used interchangeably with
advertising. Now since the explosion of the internet; advertising paradigms 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, ZIMA were the first to try it out and the Internet advertising has
come a long way since then. Here, I would attempt to compare Internet Advertising with
Traditional Advertising:
Lets have a look:

Traditional advertising is static.

Space is not a restricting factor
The proportion of advertising to editorial is high sometimes 50:50.
Does not evoke immediate action.
Response to the action is not immediate.
Advertisements are passively received.
Advertising does not always target a much focused audience.
Advertisements are ubiquitous.

Whereas 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.

35
Thus one can 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 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.

36
Misconception:

Social Marketing Isnt Free

It is a clear misconception that social marketing is free. To have an effective social marketing
program, you will need manpower to manage, research, post, and measure social media efforts.

Many large companies hire a full time person or team of people responsible for social media
efforts. However, many companies cant afford a full time person, and social marketing may fall
on a group of people who can divide and conquer the tasks.

37
 ADVERTISING ELECTRONIC MEDIA

Electronic media which include advertising from radio and television channels, programmers,
reality programmed participation, ratings etc. is expected to exhibit stable online spend.

The emergence of video websites such as YouTube, Daily Motion and Metacafe as channels to
view various shows can explain the very low estimated growth in online advertising for this
vertical. YouTube primarily serves as a medium for free online advertising of various
television and radio programs. Therefore, by making shows available on the Internet, producers
are expected to maintain their current level of spending as far as online advertising is concerned.
Online Advertising Spend by Electronic Media

38
39
FMCG

The FMCG sector is the primary spender as far as offline advertising is concerned. However, it
continued to account for only about 8% of total online advertising spend in FY2011 and
FY2012 as well.

In terms of absolute numbers, the online advertising spend grew appreciably in FY2011 to reach
INR 63 Crores, a rise of 62%. This was largely attributed to increased online display
advertising spend, which reached INR 43 Crores.

INFORMATION TECHNOLOGY

Information Technology as a vertical includes companies selling packaged / customized software

applications or solutions, or computer hardware products like PCs, Laptops, Servers, PC
accessories like Keyboard, Mice etc.

Online Advertising Spend by Information Technology

40
As per the findings, online Search advertising observed a higher growth in FY2011 as compared
to FY2010 when spend on Search as well as Display Ads was INR 33 Crores each. FY2012 saw
Search ad spend increasing from INR 49 Crores to INR 56 Crores. Online Display advertising
grew slightly faster and reached INR 56 Crores in the same period

ONLINE PUBLISHERS
Advertising emerging from online publishers in Email, Portals, Gaming, Matrimony, Ticketing,
Travel, Online Classifieds and Job websites is considered collectively for this industry vertical.

Online advertising for this vertical has reached INR 126 Crores in FY2012, which represents
13% growth as compared to FY2011.

41
Online Advertising Spend by Online Publishers

PRINT MEDIA
Print media which encompasses online advertising done for magazines, newspapers, print
classifieds, ratings etc has witnessed minimalistic growth in FY2011 and FY2012.
Globally print media as an industry has taken a hit. However, the Indian Print Media industry
continues to do much better in terms of selling print newspapers, magazines as well as
classifieds. Therefore advertisers of this vertical continue to rely on traditional forms of
advertising and have not felt the need to invest significantly in the online medium.

In addition, most of the well known newspapers and magazines usually have their own websites
used for referencing smaller brands. For example, a Times of India will provide links for smaller
brands like Zigwheels, iDiva, HotKlix etc and do not feel the need to advertise these brands
separately.
Online Advertising Spend by Print Media

42
TELECOM

Online Advertising Spend by Telecom

Telecom encompasses online advertising done for telecom related products and services
including Pre-Paid cards, Mobile Services, Landline Services, Mobile Phones and PDAs etc.
The 2011 financial year saw further investments in the telecom space, with advertisers increasing
online spends. Online Display advertising spend increased to INR 67 Crores in FY2011 and
increased to reach INR 85 Crores in FY2012. Search advertising spend almost doubled to reach
INR 45 Crores in FY2011 and is reached INR 57 Crores in FY2012.

43
TRAVEL
The Travel sector is by far the leading online advertiser among various verticals. The total
online ad spend in FY2011 was INR 214 Crores. This has risen 20% and reached INR 258
Crores by FY2012.

The vertical includes online advertising done by various travel companies. With the Indian
economy doing reasonably well, people are spending a greater amount on travel than ever before.
The increase in the number of air travelers as well as rail passengers has been very appreciable.
Online Advertising Spend by Travel

The vertical includes online advertising done by various travel companies. With the Indian
economy doing reasonably well, people are spending a greater amount on travel than ever before.
The increase in the number of air travelers as well as rail passengers has been very appreciable.
30

Online ticketing which usually offers a host of discounts (and options) to travelers has in turn
resulted in greater online advertising spends by various travel companies. In addition, with the
convenience of the online medium, travelers who might not even own a personal computer are
using the Internet to book air and rail tickets.

Advantages:

Advertising is increasingly an inherent budgetary component of many organizations today.

Organizations of all sizes use the medium to promote their products and services. So well, why
do so many organizations use the medium? Simply put, it is due to the numerous advantages that
online advertising offers. These are discussed in the paragraphs ahead.

44
Reach - The ability of the online medium to target a certain demographic of users is one of the
greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. Its not only cost effective to achieve a wider
geographic area but the ads can also be targeted to the desired audience. For example, if an
advertiser is keen on selling his or her products targeted to a certain demographic of people, it is
quite possible through online advertising. Digital advertising has matured to the extent that web
publishers, media agencies and advertisers themselves know the optimal ways and websites for a
certain category of products or services.

Measurement - With various tools becoming available, tracking effectiveness of ad campaigns is

becoming possible today. In other words, measuring Return of Investment (ROI) is increasingly
possible today. Organizations that were previously reluctant to spend online, now realize that the
online medium does offer means to alleviate any such fears. Moreover, when properly designed
online marketing campaigns generate the desired results, advertisers are further encouraged to
continue advertising online.

Interactivity and Engagement - The Internet is arguably the most interactive and engaging
medium among various others. Interactive campaigns have become a norm with the power of the
online medium. One such advertisement worth mentioning is the campaign by AXE where the
end user could alter the smile of a woman as he/she liked to i.e. in an interactive framework. The
advertisement struck an instant chord with the youth to which AXE the brand is positioned for.

Customers are basically just a click away from the advertisers. In other words, direct contact is
easier through the online medium.

Creativity - Creativity that advertisers can have in the online medium is additionally worth
mentioning. There are numerous multimedia tools that make online ads powerful, engaging and
above all, effective.

Time - Through the Internet, an advertiser can reach a desired target group or demographic in a
much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
marketing, the online medium can be an effective means of achieving it. Even otherwise i.e. for

45
regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.

Cost - When compared to traditional forms of advertising, Digital Advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time, advertisers
are charged only when visitors click on their ads. The various payment models are
Discussed in detail in the next section.

Payments Models - There are various payment models that have matured over the past decade.
However, the most popular in the Indian Digital Advertising industry include CPC (Cost per Click) and
CPA (Cost per Action or Cost per Acquisition) and CPM (Cost per Thousand Impressions). The models
used in India are pretty much in line with the ones preferred globally.

Since the last few years, the global online advertising ecosystem has been inclined to a
performance based system. CPC and CPA are therefore, are more preferred payment models as
compared to CPM.
The popularity of Hybrid models i.e. a combination of Performance based and CPM has declined
globally, as well as in India.
Cost Per Click (CPC) - CPC is a payment model commonly used in online advertising. From an
advertisers perspective, it is the second most preferred model after CPA. In other words, an
advertiser pays the publisher only when a visitor actually clicks on the relevant advertisement.
Although CPC isnt as popular among publishers, it is more widely accepted than the CPA
model.
Cost Per Action or Cost Per Acquisition (CPA) - CPA is an online advertising payment model in
which the advertiser pays for each specified action linked to the advertisement. The action could
be a form being filled or a product being purchased, among other actions. The CPA model is the
most preferred model from an advertisers perspective and least acceptable from a publishers
point of view.

Cost Per Thousand Impressions (CPM) - Impressions is the number of times a particular web
page is viewed. Each time a webpage is accessed by a visitor, the impressions count increases.
CPM is a widely used payment model in which the advertiser pays the publisher depending on
the number of impressions (in thousands) that the publishers website receives. With
performance based payment models increasingly the order of the day, CPM has had to take a
back seat, at least in comparison to CPC.

46
Online Ads by Indian Internet Users
Internet Users in India are increasingly viewing different types of online advertisements today.
The online medium is evolving at a rapid rate with a plethora of companies investing. Naturally,
online advertisements of different types are inherent to the medium and seen by numerous
Internet users.
Online Ad Conversion (2011)

As compared to 2009, it is quite interesting to understand the evolving and changing behaviour
of active Internet users as far as online advertisement viewership and clicking behaviour is
concerned.

47
With greater bandwidth availability, advertisers today are trying to make advertisements that are
as close to television ads, which are the dominant ad types. This has translated into a greater
number of streaming video ads viewership (56%) by Indian Internet users. This is in stark
comparison to just 24% of individuals that mentioned of viewing/seeing streaming video ads in
2009.

1. DAVP is the nodal agency for release of message through TV & Radio
spots/jingles/programmers etc. for Ministries/Departments and organizations of the Govt. of
India.

2. The primary objective of empanelment of Channels and fixing their telecast/broadcast

rates is to obtain the widest possible coverage of the intended content or message for the target
audience in a cost effective manner. While releasing such advertisement spots/jingles etc. DAVP
does not take into account the political affiliation or editorial policies of radio/TV Channels.
However, DAVP will not release advertisements to such Channels, which incite or tend to incite
communal passion, preach violence, offend sovereignty and integrity of India or socially
accepted norms of public decency and behavior. Since media planning for a campaign would be
done on the basis of publicity requirement and target audience for that campaign, the
empanelment of a Channel would not guarantee assured business.

3. All Central Government publicity releases on private TV/Radio Channels will be routed
through DAVP. All attached offices, autonomous organizations & PSUs under the
Ministries/Departments will also route their releases through DAVP.

4. Foreign Channels not approved by Government shall not be empaneled. No

advertisement shall be released to those foreign/Indian Channels where the Government has
revoked permission of up linking or where Government has banned the Channels.

EMPANELMENT OF SATELLITE TV CHANNELS:

Channels interested to be empaneled with DAVP must apply in response to DAVP's

advertisement, which will be made twice a year, once on 31 st of March and second time
on 30th of September. Doordarsahan and Lok Sabha Television or any other Government
owned Channel would be taken as automatically empanelled. However, if Doordarshan
appoint any Agency for space marketing of specific events e.g. sports events, DAVP can
call for quotations, from such Agencies, and negotiate the rates, as per rate structure
formula provided in this policy.

48
CRITERIA FOR EMPANELMENT OF SATELLITE TV CHANNELS:

A Channel should fulfill the following minimum criteria to be eligible to be

considered for empanelment:

a) Minimum telecast period-

The Channel should have completed at least six months of continuous telecast
period by 31st of March or 30th of September, whichever is applicable. Provided,
however, that a channel can be considered for empanelment by DG, DAVP, after
three months of continous operation, if it has achieved all India channel share of
0.02%.

b) Minimum Channel share-

Any Channel to be empanelled must have at least 0.02% all-Channel share in all-India
universe in C&S homes (parameters: 15+age group, both male/female, all SECs, 06.00-
23.59 hrs. time band, all week days) as per TAM or any other established TV viewership
survey agency approved by Government.

c) Exemption category-

The following would be exempted from the requirement of minimum Channel share as
mentioned in clause:

(i) Channels catering exclusively to viewers in North-East, J&K, Jharkhand

& Bihar, since TAM or any other established TV viewership survey
agency approved by Government is not yet covering these States.

(ii) Channels dominant in backward, border or remote areas or in

tribal/minority Languages.

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5(2) The rates of empanelled Channels will be decided by DAVP on the basis of the
Cost per Rationg Point (CPRP) formula approved by the Government, vide Ministry of
I&B I.D. No. 1/50/2006-MUC dated 24.03.2008.

OTHER CONDITIONS REGARDING EMPANELMENT/FIXATION OF RATES:

a) Channels applying for empanelment will submit a certificate that the information
submitted by them is correct and they will abide by the decision of DAVP regarding
empanelment. in case the information submitted by the Channels is found to be false
and/or incorrect in any manner, the channel can be suspended and/or debarred from
empanelment.

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PERCEPTION OF ONLINE ADVERTISEMENTS

In terms of the attitudes of Internet users to online advertisements, there emerge some interesting
points. About 67% mentioned that they clicked on ads that were relevant to them, while 62% felt
that online ads helped them find the right product that they were searching. Also, a sizeable
percentage of respondents felt that online ads were informative (62%).
Attitude of Internet Users to Online Advertisements

Quite interestingly, 61% of respondents mentioned that online ads did affect their buying
decisions. In other words, if advertisers are able to develop innovative and compelling ad
content, they have a sizeable chance of sales conversion. In short, the advertisement would not
always result in a sale, but it could positively influence buying behaviour of a certain product or
service.

Foreseeable Challenges

Although there has been continuous growth of the Internet usage and adoption in the last few
years, investing in digital medium for a large number of advertisers remains an after-thought.
With more than 100 Million Active Internet users (urban as well as rural India); the medium is
still not being given its due attention. It remains one of the last media avenues in the long-tailed
consideration set of various avenues. Consequently, for any media campaign there are limited
monies allotted towards the digital medium. Moreover, the digital platform is being considered
as a lead-generating platform rather than a brand engagement platform. The topical question to
ponder over is that when traditional media are not measured based on performance why should
an emerging digital platform be subjected to such stringent examinations? The critics could argue
that the platform allows itself to be inherently measurable. However, the fact remains that the
brand engagement advertising on traditional media (such as television, print, radio and outdoor)
is measured based on brand saliency parameters. It would be more equitable to examine the
effect of digital medium on similar parameters as other media avenues.
The overall challenge needs to be addressed at various levels: supply or provisioning, content as
well as better targeting. A major hindrance in accessing the digital medium is the lack of
infrastructure in terms of broadband connectivity. Accessibility and availability of the medium
remains a challenge that the stakeholders need to address. Connectivity is largely governed by
the regulations; as of now, the governments at various levels are still initiating policies (National

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Telecommunications Policy, being one of them) to provide a fillip to the broadband
dissemination among rural as well as urban areas. The effects of such regulations are yet to be
seen.

Marketers tend to segregate audiences as they do in the traditional media avenues. On the digital
platform, a user navigates to different types of content - popular mass content & niche content at
a mouse click. So the obvious segregation of premium and mass publications seems irrelevant. It
is really important on the digital medium to ensure that the advertisements are better targeted
based on the geographical, socio-economic, demographic characteristics of the users. At the
same time, segregating them based on the actual usage of online properties.
Additionally, as the audience size swells the stakeholders are increasingly providing different
types of content. The increase in content is leading to a large supply due to which the inventory
for displaying online advertisements is being sold at a very low rate. Considering that the content
will never be reduced; publishers could limit the number of ad units per page. Larger advertising
formats might provide advertisers better value for their money and could improve the overall
returns on the advertisements.

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FINDING FOR SOCIAL MEDIA MARKETING

Depending upon the brand image and the creativity of the website, social media marketing has
an immense impact on a consumer regular to this site. Number of people gets attracted towards it
.Most of them are obsessed by how creatively the page is designed and majority of the people
considers comfort level more than price rates .On the basis of this survey it is proved that social
media marketing plays a very important role in the society it acts as a major supporter to the
public as well as the companies. People feel safe and secured shopping online. Till today how
many ever people have shopped online according to their experience its time saving and it acts as
a good social server in providing services.

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CONCLUSION

Benefits of Social media marketing

Social media marketing is a hot topic especially in these days of instant results. The reason why
i-marketing has become so popular is because they provide three major benefits to potential
buyers:
1. Convenience: Customers can order products 24 hours a day wherever they are. They dont
have to sit in traffic, and a parking space, and walk through countless shops to find and
examine goods.
2. Information: Customers can find reams of comparative information about companies,
products, competitors, 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 dont have to wait in line.
Social media marketing also provides a number of benefits to marketers:
1. Quick adjustments to market conditions: Companies can quickly add products to their
offering and change prices and descriptions.
2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs of
rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of
printing and mailing paper catalogs.
3. Relationship building: On-line marketers can dialogue with consumers and learn from
them.
4. Audience sizing: Marketers can learn how many people visited their on-line site and how
many stopped at particular places on the site. This information can help improve offers and
ads.
Clearly, marketers are adding on-line channels to find, reach, communicate, and sell. I-
marketing has at least five great advantages. First, both small and large firms can afford it.
Second, there is no real limit on advertising space, in contrast to print and broadcast media.
Third, information access and retrieval are fast, compared to overnight mail and even fax.
Fourth, the site can be visited by anyone from any place in the world. Fifth, shopping can be
done privately and swiftly.

The Internet is a powerful tool for strengthening relationships. By offering customers content and
time value, E-Marketing has opened new vistas for marketers. The greatest feature of the digital
economy is that it enables the E-Marketer to eradicate man traditional barriers before entering

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new markets. These barriers include economies of scale and geographic positioning. The innate
strength of an E-Market comes not from the seamless flows of goods and services from the
producer to the customer but in the geometrically increasing returns from converging ideas and
technological change the strength of online communities has never been so great, and companies
have used them to develop new markets. Notice how Linux distributed free on the Net has been
able to build up a faithful customer base. Ultimately here also the marketer has to realize that
nothing sells as well as a good product. But the beauty of the Internet is that it offers constant
opportunities for product enhancement based on continuous customer feedback. Companies who
have tuned their business processes to incorporate these customer responses have been able to
leverage the power of the Web to gain competitive advantage.

All this will help build a relationship with the customer and it will ultimately help the marketer
to achieve his objectives.
Internet has opened up new avenues for reaching the consumer. It is true that there is
never a fixed way or strategy that a marketer can use to market its products and services on the
internet but it is still very much an arena where creative thinking can take the company reach
new heights. Thus we can say that marketing has not changed its shape. It is the same,
unpredictable, unusual and creative field that needs constant change and open inputs that can
work wonders for the company.

HYPOTHESIS 1: Social media marketing is one of the fastest growing marketing firms.
Proved: Social media marketing is on the edge of proving that it has become the top priority
of all the business firms and the common people depending on the internet for various services
due to its compatibility. Whenever any new company emerges into market their first initiative is
to make their own website and attract as much customers as possible.

HYPOTHESIS 2: Social media marketing has become an integral part of consumers online
experience.
Proved: As most of the people are dependent on the internet for buying different products.
They mostly rely on the services provided online. Most of the working people prefers shopping
online according to them it is easier to buy through internet. Social media marketing provides
convenience and services to consumers at the tip of their fingers.Thus, social media marketing
has become an integral part of consumers online experience.

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HYPOTHESIS 3: Most of the people spend time online browsing on networking sites
related to business, news or are mostly inclined towards the branding of new products
online.
Not proved: Most of the people still browse on social networking site in spite of business, news
etc. Business networking sites are mostly used by the professionals or those who own a company
in order to brand their products. Whether it be a student, a professional or a businessman
everyone have their own account in social networking site. So that a businessman can spread the
awareness of his brand through social networking site, a professional owns an account in order to
be in touch with his/her colleagues and to know about the emergence of any new brand in
society.

HYPOTHESIS 4: Internet is going to be the communication medium of the future.

Proved: Social media marketing has an immense effect on the people. It is welcomed in the
society. The companys are doing well. They contact people through internet by making their
websites more creative. Some of the companys have their own websites which are much more
similar to a social networking site in order to spread awareness among the public and to know
the trends in society and develop a product according to their needs. Before internet was just
used for contacting friends, relatives, checking out the e-mails, sending e-mails but now it has
become more specialized integral part incase of marketing where it has become of an extreme
importance.

BIBLIOGRAPHY

Books
Marketing Management Philip Kotler
Marketing.Com Vijay Mukhi
E-Business Essentials- Matt Haig

Magazines

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Business Today-March3, 2002 subscription

Articles
Economic Times -December 15, 2001
Indian Express-September 3, 2000

Websites
www.rediff.com
www.hungama.com
www.fabmart.com
www.j-info.com
www.marketingterms.com
www.internetworldstats.com

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