1 INTRODUCTION

1.1 MARKETING
Marketing is the science of meeting the needs of a customer by providing valuable products
to customers by utilizing the expertise of the organization, at same time, to achieve
organizational goals.

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

It is important to realize that the customer can be an individual user, a company, or several
people who contribute to the purchasing decision. The product can be a hard good, a service,
or even an idea – anything that would provide some value to the person who provides an
exchange. An exchange is most often thought of as money, but could also be a donation of
time or effort, or even a specific action. A producer is often a company, but could be an
individual or non-profit organization.

Classical marketing is often described in terms of the four “P’s, which are:

 Product – what goods or services are offered to customers

 Promotion – how the producer communicates the value of its products

 Price – the value of the exchange between the customer and producer

 Placement – how the product is delivered to the customer.

A complete analysis of these categories is often called the Marketing Mix. More detail on
these categories can be found in the later entry on the Marketing Plan.

Marketing has both inbound and outbound activities. Inbound activities largely center on
discovering the needs and wants of the potential customers. The collective group of all
potential customers is called a market. Categorizing these needs into groups is called
segmentation. Organizing markets into segments allows a producer to more logically decide
how to best provide value to that group of potential customers. The analysis of market
segment needs; analysis of existing sales and profitability; the descriptions, design and
introduction of new
products; and the analysis of competitor offerings are also inbound activities that are
important but not often seen by the public.

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1.2 Introduction to the study

DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies on

the Internet, through mobile phone Apps, display advertising, and any other digital mediums.
Digital marketing channels are systems based on the Internet that can create, accelerate, and
transmit product value from producer to a consumer terminal, through digital networks.

The development of digital marketing, during the 1990s and 2000s, changed the way brands
and businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital marketing campaigns have become
prevalent, employing combinations of search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media marketing, social
media optimization, e-mail direct marketing, display advertising, e–books, and optical
disks and games have become commonplace. Digital marketing extends to non-Internet
channels that provide digital media, such as television, mobile phones (SMS and MMS), call
back, and on-hold mobile ring tones. The extension to non-Internet channels differentiates
digital marketing from online marketing.

Digital marketing start-up companies follow a standard process of approaching clients. There
are certain steps which cannot be altered or skipped. These are followed in sequences and
executed after evaluating the process again and again. In digital marketing your team should
be strong enough to deliver what your client expecting, as under digital marketing everyone
work is interconnected and with a team only one campaign can get ready.

Digital marketing is defined by the use of numerous digital tactics and channels to connect
with customers where they spend much of their time: online. From the website itself to a
business's online branding assets -- digital advertising, email marketing, online brochures,
and beyond –
there's a spectrum of tactics that fall under the umbrella of "digital marketing."

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The best digital marketers have a clear picture of how each digital marketing campaign
supports their overarching goals. And depending on the goals of their marketing strategy,
marketers can support a larger campaign through the free and paid channels at their disposal.

A content marketer, for example, can create a series of blog posts that serve to generate
leads from a new e-book the business recently created. The company's social media
marketer might then help promote these blog posts through paid and organic posts on the
business's social media accounts. Perhaps the email marketer creates an email campaign to
send those who download the eBook more information on the company. We'll talk more
about these specific digital marketers in a minute.

Digital marketing encompasses all marketing efforts that use an electronic device or the
internet. Businesses leverage digital channels such as search engines, social media, email, and
other websites to connect with current and prospective customers. A seasoned inbound
marketer might say inbound marketing and digital marketing are virtually the same thing, but
there are some minor differences. And conversations with marketers and business owners in
the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small
differences are being observed across the world.

While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social media, or website-
based marketing opportunities. Because digital marketing has so many options and strategies
associated with it, you can get creative and experiment with a variety of marketing tactics on
a budget. With digital marketing, you can also use tools like analytics dashboards to monitor
the success and ROI of your campaigns more than you could with a traditional promotional
content -- such as a billboard or print ad.

Examples Of Digital Marketing:

 Search Engine Optimization (SEO)

 Content Marketing
 Social Media Marketing
 Pay Per Click (PPC)
 Affiliate Marketing
 Native Advertising

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  Marketing Automation
 Email Marketing
 Online PR
 Inbound Marketing

1.3 Advantages of Digital Marketing

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

 Reach - The ability of the online medium to target a certain demographic of users is
one of the greatest advantages of digital advertising. In addition, the geographical
reach of the online medium is far greater than that of traditional media. It’s 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.
 Interactive and Engagement - The Internet is arguably the most interactive and
engaging medium among various others. Interactive campaigns have become a norm
with the power of the online medium. One such advertisement worth mentioning is
the campaign by AXE where the end user could alter the smile of a woman as he/she
liked to i.e. in an interactive framework. The advertisement struck an instant chord
with the youth to which AXE the brand is positioned for Customers are basically just
a click away from the advertisers. In other words, direct response between end users
and advertisers is possible through the online medium.

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  Time - Through the Internet, an advertiser can reach a desired target group or
demographic in a much shorter time frame. For example, if an advertiser needs to plan
some sort of ambush marketing, the online medium can be an effective means of
achieving it. Even otherwise i.e. for regular marketing campaigns, the total time
necessary to complete an online advertising campaign is less than that of traditional
advertising methods.
 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.

1.4 DIGITAL MARKETING CHANNELS

1.4.1 SEO (Search Engine Optimization)

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

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

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 Figure 1.4.1
1.4.2 SEM (Search Engine Marketing)

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

Figure 1.4.2

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results
(using tools like Google AdWords or Bing Ads, formerly known as Microsoft adCenter) and
organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per
click (particularly beneficial for local providers as it enables potential consumers to contact a
company directly with one click), article submissions, advertising and making sure SEO has

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been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at
the same time. SEM and SEO both need to be monitored and updated frequently to reflect
evolving best practices.

1.4.3 SMM (Social Media Marketing)

Figure 1.4.3

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

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

Engagement

In the context of the social web, engagement means that customers and stakeholders are
participants rather than viewers. Social media in business allows anyone and everyone to
express and share an opinion or an idea somewhere along the business’s path to market. Each

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participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social
media marketing.

1.4.4 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals.
With over one billion users, your friends and fans are likely already using the platform -- and
you should be too!

In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook. Face book marketing requires a good intellects and unique thinking to make the
campaign effective.

So, what we have today!!!!

Figure 1.4.4
 In face book marketing in fact in visual /web marketing your content speaks a loud
that is why make sure your content should be relevant to your audience and business.

Thumb rules:
 Emphasize on visualization. Rich visuals make the best content and the best timelines.

‘Highlight’ posts to give them the full width of the Face book container. To make it
more attractive.

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  ‘PIN’ posts, these posts stay at the top of the feed promoting posts.

 Ensure FB apps have relevant info, your audience is looking for

 Analyse what works, and what doesn’t work: Face book Insight. Edge Rank. Social
bakers.

1.4.5 Linked in Marketing

 LinkedIn is the world's largest social network for professionals. With over 161 million
registered users in more than 200 countries, more than two million companies have
created LinkedIn Company Pages to vie for their attention. If you are in B2B business
this platform is very useful for you to connect with companies’ directors and
marketing person.

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

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 Figure 1.4.6
 How brands can use Pinterest
Pinterest does not encourage product pushing, this means brands must look at crating boards
that are culture and lifestyle related. You can create boards on trends, behind the scenes,
preliminary sketches for products etc.

1.4.7 Instagram Marketing

Instagram, the new revolutionary photo-sharing program, making it easier than ever to share
your best pictures with the world. The social media program allows you to upload, add digital
filters, and then post your pictures on your Instagram-feed, as well as other social networking
sites. You can connect your Instagram account with Facebook, Twitter, Tumblr, Flickr,
Foursquare and your email account. This makes it easy to share your pictures on multiple
platforms all at once.

Figure 1.4.7
Since its launch in 2010, Instagram has taken the world by storm. It seems like everyone —
and their dog — is on the platform.
You may have also noticed the increase in brands who've developed a presence on the
platform. But is Instagram worth their time, and should your business also be on the
platform? The answer is yes, and here's why:
 Instagram sees over one billion active monthly users and 500 million daily Instagram
Stories.

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 60% of adults online use Instagram, including 35% of adults in the U.S..
 However, 80% of the app’s user base is outside the U.S.
 There are 25 million business profiles on Instagram.
 80% of Instagram users follow at least one business, and 72% of users say they've
purchased a product they've see on the platform.

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

Figure 1.4.8

1.4.9 You tube

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

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 Figure 1.4.9

1.4.10 ODA (Online Display Ads)

Display advertising appears on web pages in many forms, including web banners.
Banner ad standards continue to evolve.

Figure 1.4.10

1.4.11ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically, ORM is a process
include-

 Undertake the comprehensive research and analysis the online content.

 Track your users’ actions and opinions about brand.

 Reduce your risk of featuring amongst the negative user sentiments.

 Enhance your web presence and create positive perceptions.

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 Figure 1.4.11

1.4.12 MMT (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone Mobile
marketing can provide customers with time and location sensitive, personalized information
that promotes goods, services and ideas.

Figure 1.4.12

1.4.13 EMT (Email Marketing)

It usually involves using email to send ads, request business, or solicit sales or donations, and
is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either
sold lists or current customer database

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 Figure 1.4.13

1.5 Objectives of the study

 To study the different criteria of digital marketing services.
 To study the growth of Digital marketing.
 To determine out the media, which is most important in creating stimulus in Chennai.
 To analyse the effectiveness of digital marketing in lives of common people in Chennai.
 To know the maximum digital activity done by public in Chennai.

1.6 Scope of the study

 This study is useful for determining the consumer buying behaviour of Indians. It can
able to help brands to reach their target group through appropriate media. It will present
an idea to brands, based on where to invest in achieve their marketing objectives.
 The study helps to understand the different concepts of digital marketing, but while
implementing it might differ from situation to situation.
 This study helps to understand and know how to deal with different kinds of customers or
a client and how to make an impressive online campaign.

1.7 Needs for the study

 Digital marketing levels the online playing field for small business.
 Digital marketing helps businesses stay a step ahead of their competition.
 Digital marketing is less expensive than traditional advertising.
 Digital marketing delivers more advanced analytics.
 Digital marketing builds brand recognition.

1.8 Limitations of the study

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 The only limitation faced by the researcher in the course of carrying out this study was
the delay in getting data from the various respondents.
 Most respondents were reluctant in filling questionnaires administered to them due to
their busy schedules and nature of their work.
 The research time period was very short that of 6 months which was very difficult to
collect the necessary resources or data for the study.

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